劍橋商務英語（初級）課件：BEC Unit3

1、Module 3 第三單元2018.3.263.1 Business Topic: Company biography商務話題：公司簡介Reading: The man behind McDonalds 麥當勞餐館幕后人Grammar: The past simple 一般過去時Reading: Company Profiles 公司簡介Speaking: Presenting your company 介紹你的公司3.1 Company biography 公司簡介公司簡介Focus 學習重點學習重點：熟悉與公司相關(guān)的詞匯學會介紹公司簡況、組織結(jié)構(gòu)練習在聽力和閱讀過程中抓住語篇大意和尋找相關(guān)

2、信息學會公司簡介New Words & Expressions biography n. 形成、成長和衰亡的記載；傳記 fast food restaurant 快餐店 transform vt. 轉(zhuǎn)換、改變、改造 global business 跨國企業(yè) original adj. 最初的，原始的，起源的 franchise n. & vt. 特許經(jīng)銷權(quán)， 給以特許 feature n. & vt. 是的特色， 以為特色 French fries 炸薯條New Words & Expressions soft drink n. 軟飲料；汽水 milkshake

3、 n. 奶昔 purchase vt. 買，購買 multi-mixer n. 多用混合器（機） exclusive distributor 獨家批發(fā)商（代理商） open vi. & vt. 開設，開辦，開張 expand vi. & vt. 擴大，擴張 corporation n. 公司New Words & Expressions cosmetic n. 化妝品 inspire vt. 激發(fā)，啟示， 使生靈感 philosophy n. 哲學 revolutionary adj. 革命的 raw material 原材料 supplier n. 供應者，廠商 et

4、hical adj. 倫理的；道德的 travel agency 旅行社New Words & Expressions contract n. & vt. 訂合同，合同、契約 take delivery of 收貨， 提取貨物 merge vi. & vt. 合并 fleet 艦隊 budget airline 低價航空公司 budget 廉價的 go public 上市，公開發(fā)售股票 entrepreneurial adj. 企業(yè)家的 entrepreneur n. 企業(yè)家New Words & Expressions business partner 生意伙

5、伴，商業(yè)伙伴 freelancer n. 自由職業(yè)者；自由撰稿人 millionaire 網(wǎng)絡百萬富翁 celebrity n. 名人 Kuwait City 科威特城（科威特首都） San Bernardino 圣貝納迪諾（美國加利福尼亞州東南部的一個縣） Illinois 伊利諾斯州（美國中北部州）Talk about the fast foodWhat do you like about fast food?What do you dislike?Fast food industry in U.S.A. 美國的快餐業(yè)美國的快餐業(yè)Background Knowledge：快餐：快餐的特點的

6、特點Fast 快Fried 油炸Fordism 福特主義 （精密分工，采用自動化設備）Franchising 特許經(jīng)營權(quán) （出讓特許經(jīng)營權(quán)）Reading: The Man behind McDonalds 麥當勞餐館的幕后人麥當勞餐館的幕后人Find the following information 1 the place of the original McDonalds restaurant 原址 2 what was on the original McDonalds menu 最早的菜單 3 the names of the owners of the original McDon

7、alds 4 who developed the McDonalds franchise 特許經(jīng)營權(quán) 5 how many McDonalds restaurants there are todayReading: The Man behind McDonalds 麥當勞餐館的幕后人麥當勞餐館的幕后人IN 1954, TWO BROTHERS ran a small, but busy, restaurant in San Bernardino, California.The restaurant featured a limited menu that included: hamburger

8、s, French fries, soft drinks and milkshakes. The milkshakes were very popular and the restaurant had purchased ten special “Multi-mixer” milkshake makers. Each one could mix five milkshakes at a time. Reading: The Man behind McDonalds 麥當勞餐館的幕后人麥當勞餐館的幕后人A salesman named Ray Kroc was the exclusive dis

9、tributor of the Multi-mixer milkshake machines at that time. Ray decided to visit the restaurant: he wanted to find out why they had so many machines. Ray talked to Richard and Maurice(Mac) McDonald, the owners of the restaurant. He saw how they prepared the food using equipment that they had invent

10、ed. The service in the restaurant was fast and the prices were inexpensive.Reading: The Man behind McDonalds 麥當勞餐館的幕后人麥當勞餐館的幕后人Ray realized that this was a fantastic opportunity. He wanted to open more restaurants and so sell more multi-mixers.In April 1955, Ray opened his first franchised McDonalds

11、 restaurant in Des Plaines, Illinois. First day sales were $366.12.Ray continued to franchise new restaurants and to expand. In 1961, he bought the business from the Macdonald brothers for $2.7 million.Reading: The Man behind McDonalds 麥當勞餐館的幕后人麥當勞餐館的幕后人Today, McDonalds Corporation has over 31,000 r

12、estaurants in over 100 countries. There is even one in Kuwait City, which opened in 1994. On its first day, there were 15,000 people lining up to eat at the restaurant.Reading: The Man behind McDonalds 麥當勞餐館的幕后人麥當勞餐館的幕后人 Text Structure AnalysisTime ownerscaleplaceFast food1954Richard and Maurice McD

13、onaldsmallSan Bernardino, CaliforniaHamburgers, French fries, soft drinks and milkshakes.1955Ray KrokFranchised McDonaldsDes Plaines, Illinois1961Ray bought the business from the MacDonald brothers for $2.7 millionToday 31,000 restaurants100 countriesChoose the best ending. 1 In 1954. Richard and Ma

14、urice A ran a hamburger restaurant. B didnt like milkshakes. C prepared the food by hand. 2 Ray Kroc A owned a restaurant in California. B invented a milkshake maker. C sold machines for making milkshakes.Choose the best ending. 3 Ray opened A his first restaurant in California. B his first restaura

15、nt in Illinois. C his first restaurant in 1961. 4 When a restaurant opened in Kuwait City, it was A not very busy on the first day. B quite busy on the first day. C extremely busy on the first day.Work in pairs. 1 Where was the original restaurant owned by the McDonald brothers? 2 What did it sell?

16、3 Was it expensive? 4 When did Ray Kroc open the first McDonald franchise? 5 How much money did they take on the first day? 6 How much did Ray Kroc pay the brothers for the business? 7 When did the Kuwait City restaurant open? 8 Was the Kuwait City restaurant a success?Grammar: The past simple 一般過去時

17、一般過去時 The past simple is used （一般過去時用于） To talk about actions that happened in the past. The time is specified, or understood from the context. (談論發(fā)生在過去的動作。時間已點明或從上下文可獲知) Ray talked to the owners. To talk about past states. （談論過去的狀態(tài)）In 1954, two brothers ran a small restaurant.The past simple規(guī)則動詞規(guī)則動

18、詞不規(guī)則動詞不規(guī)則動詞不定式形式過去時不定式形式過去時talkplaystopstudytravelprefertalkedplayedstoppedstudiedtravelledpreferredruneatsleepdrinkhavedoranatesleptdrankhaddid規(guī)則動詞過去時元音：a e i o u輔音：(1) 去掉去掉y 加加-ied:動詞結(jié)尾是動詞結(jié)尾是“輔音輔音+y”如：try - tried study studied(2 )直接加直接加-ed:動詞結(jié)尾是動詞結(jié)尾是“元音元音+y”如：play - played destroy - destroyedExerc

19、ises: the past simple I What / Henry Ford / produce? _ 2 When / be / the Wall Street Crash? _ 3 What / be / the aim of the EEC? _ 4 Where / colour TV broadcasts / begin?_ 5 Be /New coke a success? _ 6 How long / the dot-com boom / last? _Reading: Company profiles 公司簡介What do you know about these com

20、panies易捷航空公司是英國一家廉價航空公司,也是歐洲頭號低成本航空公司。其低成本得益于平民化的經(jīng)營理念和發(fā)達的網(wǎng)絡技術(shù)。易捷航空既不設頭等艙,也不設商務艙,機上不提供免費餐飲。它在歐洲沒有一處售票點,也沒有任何中間環(huán)節(jié),只接受顧客通過網(wǎng)絡訂購機票的服務。易捷航空公司成立于1995年,經(jīng)過十幾年的發(fā)展,如今已是英國載客量第一的航空公司,其航線覆蓋歐洲各大城市和旅游度假地。What do you know about these companies英國在線預定公司是一家為消費者提供最后一分鐘購買機票、預訂飯店、假日旅游、娛樂演出入場券、餐館訂位以及送貨上門等各種各樣服務的公司。公司在英國、法國

21、、澳大利亞、日本和西班牙等國家和地區(qū)均有營運機構(gòu)。公司擁有幾百萬的注冊客戶,與萬余家包括航空公司、飯店、租車公司、娛樂場所和旅店等機構(gòu)建立了長期的合作關(guān)系。What do you know about these companies美體小鋪是一家著名的健康、美容品連鎖店,始創(chuàng)于1976年的英國布菜頓小鎮(zhèn)。美體小鋪是純天然的先驅(qū),采用植物、果蔬調(diào)配而成,不含化學成分。美體小鋪產(chǎn)品經(jīng)過逐步的配置已生產(chǎn)出了700多種頭發(fā)和皮膚的綠色美容保養(yǎng)品,另有400多種產(chǎn)品附件,包括臉部、身體及頭發(fā)清潔用品、護膚保養(yǎng)品、香油、精油及彩妝等。Complete the text Anita Roddick and

22、her husband Gordon got the idea for their business in 1970, when they (1) _(visit)a natural cosmetics store in San Francisco. Back in England, they(2) _ (begin) producing their own naturally-inspired cosmetics and they(3) _(open)their first shop in 1976. The products and the shops philosophy(4) _(be

23、)revolutionary for the time. The Roddicks (5) _(buy)the raw materials direct from the producers, and they(6) _ (pay)their Community Trade suppliers a fair wage. Today, The Body Shop continues to bring ethical trade to the high street in more than 55 countries.The Body Shop背景資料美體小鋪精神支持社區(qū)公平交易THE BODY

24、SHOP 在全世界 12 個地區(qū)，向貧窮的部落、組織、 甚至無業(yè)游民組成的團體，以公平的價格購買當?shù)氐脑匣蚴止るs貨。 這些收入讓他們可以維持技能，建立醫(yī)療、教育設施。THE BODY SHOP 多年來支持此一采購方式，讓消費者不但買到了品質(zhì)良好的原料制成的產(chǎn)品，更間接幫助了許多落後地區(qū)人民的生活。Complete the textbe become begin not/ have not/own sell not/sell take Stelios (1) _ the first two aircraft he operated. He(2) _ tickets through Travel

25、 Agencies and he (3) _ any company employees. Everything was contracted from other companies. It was 1995, and it (4) _ the beginning of a revolution in air travel. Just three years later, the company (5) _ the first online air ticket, it(6) _ to service outside the UK and it (7) _ delivery of its o

26、wn fleet of planes. When it merged with another low-cost airline, Go, in 2002, it(8) _ Europes biggest budget airline.Write the questions about 1 Brent Hoberman and Martha Lane Fox/ the company(start) Where _?2 the website(sell) What _?3 the company(expand into) Which countries _?Write the questions

27、 about 4 they/ after six years(have) How many employees _?5 the company(go public) When _?6 Martha/ the company (leave) When _?Listen and write the answers1 _2 _3 _4 _5 _6 _Speaking: Presenting your company 介紹你的公司介紹你的公司 Background KnowledgeTypes of CompanyDescription 描述描述Sole Trader個人獨資個人獨資（1）經(jīng)營收益由投

28、資人獨享（2） 組織機構(gòu)簡單（3） 完全由投資人控制（4） 稅收低Partnership合伙公司合伙公司（1）投資人為2-25人，資本金較獨資增加（2）企業(yè)虧損由合伙人共擔（3） 由于合伙人多，有益于增加客戶數(shù)量和業(yè)務種類Limited Corporation股份制公司股份制公司（1） 投資者只以出資額為限，承擔企業(yè)責任，即有限責任（2）融資能力強，資本可以很多（3）股權(quán)轉(zhuǎn)讓容易Decide whether they have one owner(O) or more than one owner (M).1 a freelancer 自由職業(yè)者2 a non- profit organiza

29、tion 非營利機構(gòu)3 a public limited company (plc) 上市股份有限公司4 a sole trader 個人獨資企業(yè)5 a limited company (Ltd) 股份有限公司6 a partnership 合伙公司7 self-employed 個體經(jīng)營Speaking: Presenting your company 介紹你的公司介紹你的公司Company name 公司名稱公司名稱Type of company 公司種類公司種類Product/ Service offered 提供的產(chǎn)品服務提供的產(chǎn)品服務Got idea for business in

30、(when)從從得到生意靈感得到生意靈感 （何時）（何時）First business activity (when / where)第一次商業(yè)活動第一次商業(yè)活動 （何時何地）（何時何地）Expanded (where to/ when)擴張擴張 （向何處何時）（向何處何時）Speaking: Presenting your companyNotable successes 重大成功重大成功Key dates/ achievements 關(guān)鍵日期成就關(guān)鍵日期成就Current operations 目前經(jīng)營狀況目前經(jīng)營狀況Number of employees 雇用的員工數(shù)雇用的員工數(shù)Curr

31、ent value of company 目前公司價值目前公司價值Current personal worth 目前個人價值目前個人價值3.2 Business Skills: Company performance商務技能：公司業(yè)績Vocabulary: What companies do公司業(yè)績Writing: Press release新聞稿Listening: Company structure公司結(jié)構(gòu)Vocabulary: Production, sales and share prices產(chǎn)量、銷售額和股票價格Reading: An agency built on the proa

32、ctive processes主動出擊的代理商3.2 Company performance 公司業(yè)績公司業(yè)績Focus 學習重點學習重點熟悉與公司業(yè)務和業(yè)績相關(guān)的詞匯學習掌握描述公司業(yè)績的相關(guān)技能練習在閱讀過程中尋找具體信息學習寫公司新聞稿New Words & Expressionsperformance n. 業(yè)績，成績；性能distribute vt. 配送，分發(fā)，分送record profit 歷史最高利潤vegetarian n. 素食者，素食的organic adj. 使用有機肥料的ingredient n. 配料，成分nutritious adj. 有營養(yǎng)的improv

33、e ones image 改善形象New Words & Expressionsbanquet n. 宴會manufacturer n. 制造業(yè)者，廠商guarantee vt. & n. 保證，擔保，擔保人symbol n. 象征，符號，記號（symbolize）innovative adj. 創(chuàng)新的，革新的sport utility vehicle 運動型多用途車component n. 成分optical instrument 光學儀器New Words & Expressionsvalidation n. （可靠性）檢測 certify vt. 證明，保證app

34、lication n. 應用，運用assurance n. 保證，擔保，確信，斷言founder n. 創(chuàng)始人，奠基人turnover n. 營業(yè)額dramatically adv. 戲劇地advertise vt. 做廣告，登廣告annual report 年終報告，年終終結(jié)New Words & Expressionsshare price 股票價格proactive adj. 積極的，主動的dedicated adj. 專注的，獻身的unique adj. 唯一的，獨特的access n. 進入，使用權(quán)consolidate vt. 鞏固 (build up)brochure n

35、. 小冊子in this respect 在這個方面，在這個細節(jié)maximum n. 最大量，最大限度，極大Vocabulary: Verbs used to describe the activities of a companydesign 設計 sell 賣 distribute 分銷 provide 提供manage 管理 publish 發(fā)表market 市場 produce 生產(chǎn)export 出口 import 進口supply 供應 organize 組織manufacture 制造What event is each company announcing?A a new CEO

36、 新的執(zhí)行總裁B record profits 歷史最高利潤C a new product 一個新產(chǎn)品D a new contract 一份新合同E new shops 新商店ATHENS DAILY MENUATHENS DAILY MENU announces a new line in vegetarian andorganic menus, to add to its extensive high-quality product range. Athens Daily Menu provides catering services for major businesses,hospit

37、als, schools and colleges, using only quality ingredients to prepare tasty and nutritious menus. The company supplies meals for over 15,000 people every lunchtime! With an efficient, high-quality catering service Athens Daily Menu can help any organization to improve its image, and make financial sa

38、vings.They also provide catering for special occasions, from banquets forup to 1,000 people to romantic dinners for two.SISSO PLC(public limited company)SISSO is pleased to announce the signing of a major or new deal with a Japanese car manufacturer. The deal guaranteesthe future of both SISSO plant

39、s and is a symbol of SISSO growth philosophy. SISSO manufactures innovative, high-quality seats and interiors for cars, sport utility vehicles and vans. SISSO designs its components in close conjunction with the client guaranteeing satisfaction. With clients in both Europe and the USA, SISSO exports

40、 up to half of its production. Fill the fact fileAthens Dailly MenuSISSO plcProducts, services meals, catering services for special occasionsseats and interiors for cars, sport utility vehicles and vansCustomersmajor businesses, hospitals, schools & collegesclients in Europe and the USAOther inf

41、ormation 15,000 meals every lunchtimeexports up to 50% of its productionWriting: Press release 新聞稿新聞稿 Background Knowledge （1） 新聞稿的“倒金字塔”結(jié)構(gòu) “倒金字塔”結(jié)構(gòu)的特點就是將最重要、在最精彩的新聞事實置于第一句/段，通常稱“導語”(the lead) （2）新聞稿導語的特點 導語是龍頭，導語寫作是新聞稿成功的關(guān)鍵。導語要高度濃縮新聞的主要要素(who? What? When? Where? and Why?) 導語的結(jié)構(gòu)特點1 開門見山： Athens Dail

42、y Menu announces SISSO is pleased to announce2 多使用主-謂-賓結(jié)構(gòu)、介詞結(jié)構(gòu)： SSIOS is pleased to announce the signing of a major new deal. 主語 謂語 賓語 介詞結(jié)構(gòu)3 較多使用動詞、復合詞、短小詞如： announce (而不是make an announcement) add to (而不是 in addition to )Suggested answer:Soap Heaven is pleased to announce that a new CEO is joining t

43、he company next year. Her name is Tina Radcliffe and she has ambitious plans for expansion into new EU markets, especially Northern and Eastern Europe. The company is based in Portugal and produces natural soaps, shampoos and skin-care products that are very popular with teenagers, both male and fem

44、ale.Listening: Company structure 公司公司結(jié)構(gòu)結(jié)構(gòu) Chief Executive Officer 執(zhí)行總裁 Quality Assurance 質(zhì)量保障部 R.&D. Department 研發(fā)部 Marketing & Sales 市場營銷/ 銷售部 Industrial Department 產(chǎn)業(yè)部 Administration & Finance Department 行政/財務部 Project Department 項目部 Product Line 產(chǎn)品種類科 Business Development 業(yè)務拓展部 Contra

45、ct & Purchasing Department合同/采購部Decide true (T) or false (F)I The company is based in the north of England.2 The founder of the company was Nigels uncle.3 It was founded in 1960.4 Its latest product is a new optical instrument.5 It has 70 employees.6 Parker Electronix has a turnover of $7.5 mill

46、ion.Vocabulary: Production, sales and share pricesdecrease/ drop/ fall 下降go up/ increase/ rise上升level off 持平remain steady 保持平穩(wěn)reach a peak / peak up 頂點高達recover 反彈Match the words with the arrow A B C D 表達增長或下降的程度：表達增長或下降的程度：溫和上升溫和上升rise / go up / increase / grow moderately穩(wěn)步增長穩(wěn)步增長rise / go up / incr

47、ease / grow steadily迅猛增長迅猛增長rise / go up / increase / grow sharply /dramatically略微下降略微下降fall / drop / decrease / decline slightly逐步下降逐步下降fall / drop / decrease / decline gradually急劇下降急劇下降fall / drop / decrease / decline badly / steeply Complete the sentencesA Production dropped/ rose steadily in the

48、 second half of the year.B When I was away, production fell/increased dramatically.C Sales dropped/ went up sharply after the product was advertised on TV. Everybody wanted itComplete the sentencesD Sales decreased/rose after Christmas, but fortunately they went up steadily in the following months.E

49、 The share price decreased/increased steadily, but then it levelled off/ remained steady during the summer.F Our share price levelled off/ remained steady for the whole of last year. A Production C Sales E Share price B Production D Sales F Share priceReading: An agency built on proactive process 主動出擊的代理商(1) spider Web is one of the leading Web design agencies in Eur