大学体验英语3 unit3 passage B【中小学堂】

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1、Return to MenuReturn to MenuPassage B1课堂特制Find Find out out why why Haier Haier has has been been so so successful successful on on the the way way of of building building its its brand namebrand name.2课堂特制1.1.DoDoyouryourfamilyfamilyhavehavea aHaierHaierproduct?product?IfIfyes,yes,describedescribei

2、t.it.Open.Open.Reference:Reference:3课堂特制2.2.WhyisHaiersosuccessfulintheU.S.?WhyisHaiersosuccessfulintheU.S.?It is Haiers marketing strategy that works the success.It is Haiers marketing strategy that works the success.Reference:Reference:4课堂特制Read About ItLanguage PointsContent AwarenessLanguage Foc

3、usReading Skill PracticeTranslating Skill Practice5课堂特制Haier Seeks Cool U.S.ImageNEW YORK,Aug 2(Reuters)For most American shoppers,“made in China”may still suggest cheap toys,but Chinas largest household appliance maker has ambitious plans to change that with its sales of a growing range of sleek mi

4、nibars.Haier Group Co.,which according to some industry estimates is the worlds second-biggest maker of refrigerators,is seeking to outflank Americas threemajor appliance makers by competing on image rather than price,and by targeting students in the hope that they will remain loyal as they get olde

5、r.6课堂特制And so far the strategy,which may signal the way for future campaign in the U.S.market by other Chinese consumer products companies,may be working at least according to two arms of the worlds largest retailer Wal-Mart Stores Inc.“Its not about whether theyre made in China,”said Melissa Berryh

6、ill,a spokeswoman for Wal-Marts Sams Club,whose last holiday season catalog featured a black Haier cooler with smoked glass doors that is big enough to chill 30 bottles of wine.7课堂特制“Theyre an exceptional value,”she said of the$300 luxury machine,sold along with the more ordinary Haier chest freezer

7、 that costs about$160.Wal-Marts main discount operation in April began selling the chest freezers in half of its 2 600 stores,while most of its stores sell at least one of two versions of compact refrigerators made by Haier.“Theyre popular and beating our expectations on sales,”said Wal-Mart spokesm

8、an Rob Phillips,who added that the Haier 4.6 cubic feet and 5 cubic feet freezers cost about the same as General Electric Co.s comparable products,selling for around$169.8课堂特制COLLEGE TOEHOLDGE,Whirlpool Corp.and Maytag Corp.currently dominate the U.S.marketplace for household appliances but they ten

9、d to focus most of their attention on mainstream areas such as large refrigerators and freezers.Haier,which says it currently sells$200 million worth of appliances in the U.S.annually,now claims more than a 35 percent share of the U.S.market for refrigerators 4 cubic feet and smaller the minibars fo

10、und in hotels and college dormitories.9课堂特制“When those college kids using our little refrigerators grow up and marry,we want them to be thinking of us for their first fridge,”said Michael Jemal,Haier Americas president,who was Haiers first U.S.distributor before setting up the unit in 1999.Haier may

11、 need to depend less on the Chinese market because it is likely to face an increasing challenge on its own turf.Chinas entry into the World Trade Organization will open up Chinese manufacturers to greater foreign competition at home.10课堂特制Haier,which had global revenues of$5 billion last year,spent$

12、30 million setting up a plant late last year in Camden,South Carolina that will make large Haier brand refrigerators.Company officials say they hope initiatives like that will grow U.S.sales to$1 billion by 2004.“Theyre building up their learning curve in the U.S.,and then picking up niche markets,”

13、said Ming-Jer Chen,a professor at the Darden School of Business Administration at the University of Virginia and the author of a new book,Inside Chinese Business.11课堂特制BROADWAY HEADQUARTERSThe company,whose Chief Executive Zhang Ruimin is famous in China for being filmed smashing sub-standard produc

14、ts with a hammer,last week bought a historical bank building on Broadway in Manhattan for$14 million.“Buying a New York building for$14 million is not whats going to make us,”said Jemal.“Its about offering the customers the products the competition doesnt have.”In the third quarter of 2002,for examp

15、le,the company plans to launch stainless steel Internet-linked appliances with Flash Gordon stylings,such as a home clothes washing machine that can be started via the Internet,he said.12课堂特制To grow its brand in the U.S.,the company has taken out ad space on a case-by-case basis on trolley cars at J

16、FK International Airport in New York and on billboards in Miami and Chicago,but has not yet contracted with any of the big advertising firms.And Haier America is not only battling rival appliance makers in the U.S.it is also manufacturing for some of them.As OEM2,Haier America does about 20 to 25 pe

17、rcent of its manufacturing on a contract basis for other companies,including big U.S.competitors,who sell its products under their own brand names.(719 words)13课堂特制More to learnMore to learnhouseholdhousehold a a.concernedwiththemanagementofahouse;domesticconcernedwiththemanagementofahouse;domesticE

18、xampleExample HusbandandwifeshouldsharetheHusbandandwifeshouldsharethehouseholdhouseholdchores.chores.14课堂特制household namehousehold name commonlyknownnamecommonlyknownnamehouseholdhousehold a a.concernedwiththemanagementofahouse;domesticconcernedwiththemanagementofahouse;domesticExampleExample HeHe

19、waswas onceonce a a householdhousehold namename,butbut nownow nono oneoneremembershim.remembershim.More to learnMore to learn15课堂特制household namehousehold name commonlyknownnamecommonlyknownnamehouseholdhousehold a a.concernedwiththemanagementofahouse;domesticconcernedwiththemanagementofahouse;domes

20、tichousehold wordhousehold word awordthateveryoneknowsawordthateveryoneknowsExampleExample“WTO”quicklybecamea“WTO”quicklybecameahouseholdwordhouseholdwordinChina.inChina.16课堂特制ambitiousambitious a a.1)1)havinghaving a a strongstrong desiredesire forfor success,success,power,power,wealth,wealth,etc.e

21、tc.2)2)needingneeding oror showingshowing a a greatgreat amountamount ofof skillskill andandefforttobeachievedefforttobeachievedExamplesExamples TheTheambitiousambitious youngyoungmanmanintendsintendstotohavehavea acompanycompanytohisownname.tohisownname.TheThe citycity mayormayor hashas setset ambi

22、tiousambitious goalsgoals forfor thetherecyclingofhouseholdwaste.recyclingofhouseholdwaste.TranslateTranslate他们虽穷却很有志气。他们虽穷却很有志气。他们虽穷却很有志气。他们虽穷却很有志气。KeyKeyTheyareTheyareambitiousambitiousalthoughtheyarepoor.althoughtheyarepoor.17课堂特制sleeksleek a a.smoothandshiningsmoothandshiningExamplesExamples The

23、cathasThecathassleeksleekfur.fur.ThenewcarsThenewcarssleeksleeklinesshouldmakeitverypopular.linesshouldmakeitverypopular.18课堂特制outflankoutflank v.v.toto gaingain anan advantageadvantage overover(someone)(someone)byby doingdoingsomethingunexpectedsomethingunexpectedExamplesExamples JacksJacks proposa

24、lproposal waswas outflankedoutflanked byby thosethose ofof moremoreradicalreformers.radicalreformers.ToTo outflankoutflank itsits rivals,rivals,thethe companycompany carriedcarried outoutunexpectedpricereductions.unexpectedpricereductions.19课堂特制competecompete v v.totrytodoorbebetterthansomeoneelseto

25、trytodoorbebetterthansomeoneelseExamplesExamples ByBysettingsettingupupitsitsAmericanAmericanheadquartersheadquartersininNewNewYork,York,HaierisreadytoHaierisreadytocompetecompeteinternationally.internationally.TheThestoresstoreswillwillinevitablyinevitablyendendupupcompetingcompeting withwitheachea

26、chotherintheirpushforincreasingmarketshare.otherintheirpushforincreasingmarketshare.TranslateTranslate我们要同日本公司竞争国际市场。我们要同日本公司竞争国际市场。我们要同日本公司竞争国际市场。我们要同日本公司竞争国际市场。KeyKeyWeWemustmustcompetecompete withwithJapaneseJapanesecompaniescompaniesforforworldworldmarket.market.20课堂特制 by by targeting targeting

27、students in the hope that they will remain loyal students in the hope that they will remain loyal as they get olderas they get oldertargettarget v v.toto causecause toto havehave anan effecteffect onon a a particular,particular,intentionallylimitedgroupintentionallylimitedgroupExamplesExamples Thisc

28、omputerisThiscomputeristargetedtargetedspecificallyatteenagers.specificallyatteenagers.MostadsMostadstargettargetaspecificareaofthemarket.aspecificareaofthemarket.More to learnMore to learn21课堂特制 by targeting students in the hope that they will remain loyal by targeting students in the hope that the

29、y will remain loyal as they get olderas they get olderbybyaimingaimingatatstudentsstudentsasasprimaryprimarycustomers,customers,hopinghopingthatthat theythey willwill remainremain regularregular customerscustomers ofof HaierHaier asastheygetolder.theygetolder.22课堂特制so farso far uptothepresentmomentu

30、ptothepresentmomentExamplesExamples TheThestockstockmarketmarkethashassosofarfar donedonesignificantlysignificantlyforforthethenationaleconomy.nationaleconomy.SofarsogoodSofarsogood.Please make a sentence by using“so far”Please make a sentence by using“so far”?23课堂特制chillchill v v.to(causeto)becomec

31、old,esp.withoutfreezingto(causeto)becomecold,esp.withoutfreezingExamplesExamples BeerstastebetterifBeerstastebetterifchilledchilled.ChillChillthefruitsaladuntilservingtime.thefruitsaladuntilservingtime.Do you know its adjective form?Do you know its adjective form?chillychilly24课堂特制luxuryluxury n n.1

32、)1)greatgreat comfort,comfort,esp.esp.asas providedprovided byby expensiveexpensive andandbeautifulthingsbeautifulthings2)2)somethingexpensiveorhardtoobtainsomethingexpensiveorhardtoobtainExamplesExamples ItsaItsaluxuryluxurytodineinsuchanelegantrestaurant.todineinsuchanelegantrestaurant.Duringthewa

33、r,champagnewasarealDuringthewar,champagnewasarealluxuryluxury.25课堂特制Theyre popular and beating our expectations on salesTheyre popular and beating our expectations on salesTheyThey areare popularpopular andand thethe salessales areare beyondbeyond ourourexpectation(betterthanweexpected).expectation(

34、betterthanweexpected).26课堂特制ExamplesExamples TheTheincomeincomeofoffarmersfarmersisisnotnotcomparablecomparable atatpresentpresenttotothatoftownspeople.thatoftownspeople.ThegirlsareofTparablecomparable a a.equivalent;similar;thatcanbecomparedequivalent;similar;thatcanbecomparedTranslateTranslate一台象这

35、样好的冰箱在欧洲可要贵得多。一台象这样好的冰箱在欧洲可要贵得多。一台象这样好的冰箱在欧洲可要贵得多。一台象这样好的冰箱在欧洲可要贵得多。KeyKeyAA comparablecomparable refrigeratorrefrigerator wouldwould costcost farfar moremore ininEurope.Europe.27课堂特制ExamplesExamples TheThe companycompany hashas almostalmost dominateddominated thethe softwaresoftwaremarketwithitsope

36、ratingsystems.marketwithitsoperatingsystems.ThestrongusuallyThestrongusuallydominatedominate(over)theweak.(over)theweak.dominatedominate v v.tohaveorexercisecontrolorpower(over)tohaveorexercisecontrolorpower(over)28课堂特制mainstreammainstream n n.thethe wayway ofof lifelife oror setset ofof beliefsbeli

37、efs acceptedaccepted byby mostmostpeoplepeopleExamplesExamples DisabledDisabledpeoplepeopleshouldshouldenterenterthethemainstreammainstream ofofsocialsociallife.life.ThisThiswaswasthethecompanyscompanysfirstfirststepstepintointothethemainstreammainstreamofcommercialmovies.ofcommercialmovies.Can you

38、translate the following words into Chinese?Can you translate the following words into Chinese?mainbodymainbodymainlandmainlandmainstaymainstayn.主体；正文主体；正文n.大陆；本土大陆；本土n.支柱支柱,中流砥柱中流砥柱29课堂特制Chinas Chinas entry entry into into the the World World Trade Trade Organization Organization will will open open

39、 upup Chinese manufacturers Chinese manufacturers toto greater foreign competition at home.greater foreign competition at home.ExamplesExamples ThefundsThefundsopenedupopenedupfreeeducationfreeeducationtotomorechildren.morechildren.EinsteinstheoryEinsteinstheoryopenedupopenedupawholenewworldawholene

40、wworldtotous.us.open up toopen up to tomakeavailableoraccessibletotomakeavailableoraccessibletoMore to learnMore to learn30课堂特制Chinas Chinas entry entry into into the the World World Trade Trade Organization Organization will will open open up up Chinese manufacturers to greater foreign competition

41、at home.Chinese manufacturers to greater foreign competition at home.TranslateTranslate中中中中国国国国加加加加入入入入WTOWTO后后后后，厂厂厂厂家家家家在在在在国国国国内内内内市市市市场场场场将将将将面面面面临临临临更更更更加加加加激激激激烈烈烈烈的的的的外来竞争。外来竞争。外来竞争。外来竞争。31课堂特制revenuerevenuen n.thethe incomeincome thatthat a a governmentgovernment oror companycompany receives

42、receivesregularlyregularlyExamplesExamples TaxesprovidemostofthegovernmentsTaxesprovidemostofthegovernmentsrevenuerevenue.RevenuesRevenues ofof textiletextileindustryindustry havehave fallenfallendramaticallydramaticallyinrecentyears.inrecentyears.32课堂特制smashsmash v v.to(causeto)breakintopiecesviole

43、ntlyandnoisilyto(causeto)breakintopiecesviolentlyandnoisilyExamplesExamples TheangrycrowdstartedTheangrycrowdstartedsmashingsmashingcarsontheroad.carsontheroad.AglasscupfelloffandAglasscupfelloffandsmashedsmashedintopieces.intopieces.33课堂特制smashsmash v v.to(causeto)breakintopiecesviolentlyandnoisily

44、to(causeto)breakintopiecesviolentlyandnoisilyExamplesExamples TheangrycrowdstartedTheangrycrowdstartedsmashingsmashingcarsontheroad.carsontheroad.AglasscupfelloffandAglasscupfelloffandsmashedsmashedintopieces.intopieces.34课堂特制Flash GordonFlash Gordon a a charactercharacter whowho appearedappeared in

45、in AmericanAmerican comicscomics andandfilmsfilms inin thethe 1930s.1930s.InIn thethe stories,stories,FlashFlash GordonGordon travelstravelsthroughspaceandsavestheEarthfrommanydangers.throughspaceandsavestheEarthfrommanydangers.35课堂特制contractcontract 1)1)v.v.toarrangebyformalagreementtoarrangebyform

46、alagreement2)2)n.n.alegaldocumentthatstatesaformalagreementalegaldocumentthatstatesaformalagreementbetweentwodifferentpeopleorgroupsbetweentwodifferentpeopleorgroupsExamplesExamples TheThecompanycompanyhashasjustjustcontractedcontracted totobuildbuildshelterssheltersforforthehomeless.thehomeless.WeW

47、e havehave contractedcontracted withwith somesome majormajor supermarketssupermarketsforthesupplyofourproducts.forthesupplyofourproducts.TheyTheymightmighttaketakelegallegalactionactionagainstagainstyouyouififyouyoubreakbreakthethecontractcontract.36课堂特制1.1.What is the main idea of the passage?What

48、is the main idea of the passage?A)A)Haier Haier refrigerators refrigerators and and freezers freezers are are becoming becoming more more and and more more popular with American college students.popular with American college students.B)B)The The old old idea idea that that Chinese Chinese products p

49、roducts in in America America are are mainly mainly cheap toys is no longer true because of Haiers efforts.cheap toys is no longer true because of Haiers efforts.C)C)Using Using its its own own strategies,strategies,Haier Haier is is gradually gradually building building its its brand brand name in

50、the American market.name in the American market.D)D)Haiers Haiers successful successful strategy strategy signals signals the the way way other other Chinese Chinese companies companies should should take take for for their their future future campaigns campaigns in in the the U.S.U.S.market.market.

51、1.1.What is the main idea of the passage?What is the main idea of the passage?A)A)Haier Haier refrigerators refrigerators and and freezers freezers are are becoming becoming more more and and more more popular with American college students.popular with American college students.B)B)The The old old

52、idea idea that that Chinese Chinese products products in in America America are are mainly mainly cheap toys is no longer true because of Haiers efforts.cheap toys is no longer true because of Haiers efforts.C)C)Using Using its its own own strategies,strategies,Haier Haier is is gradually gradually

53、building building its its brand brand name in the American market.name in the American market.D)D)Haiers Haiers successful successful strategy strategy signals signals the the way way other other Chinese Chinese companies companies should should take take for for their their future future campaigns

54、campaigns in in the the U.S.U.S.market.market.Ex.10 Choose the best answer to each question with the information from the passage.37课堂特制2.2.Which Which of of the the following following best best explains explains the the subtitle subtitle of of the the second second part “COLLEGE TOEHOLD”?part “COL

55、LEGE TOEHOLD”?A)A)Haier Haier aims aims at at U.S.U.S.college college students students in in the the hope hope that that they they will will become its future employees.become its future employees.B)B)Haier Haier takes takes advantage advantage of of the the strong strong purchasing purchasing powe

56、r power of of U.S.U.S.college college students students to to strive strive for for a a greater greater share share of of the the U.S.U.S.market.market.C)C)Haier Haier wants wants to to benefit benefit from from the the advanced advanced technology technology and and administration of U.S.colleges.a

57、dministration of U.S.colleges.D)D)Haier Haier focuses focuses on on U.S.U.S.college college students students for for the the prospect prospect of of having them as future customers.having them as future customers.Ex.10 Choose the best answer to each question with the information from the passage.2.

58、2.Which Which of of the the following following best best explains explains the the subtitle subtitle of of the the second second part “COLLEGE TOEHOLD”?part “COLLEGE TOEHOLD”?A)A)Haier Haier aims aims at at U.S.U.S.college college students students in in the the hope hope that that they they will w

59、ill become its future employees.become its future employees.B)B)Haier Haier takes takes advantage advantage of of the the strong strong purchasing purchasing power power of of U.S.U.S.college college students students to to strive strive for for a a greater greater share share of of the the U.S.U.S.

60、market.market.C)C)Haier Haier wants wants to to benefit benefit from from the the advanced advanced technology technology and and administration of U.S.colleges.administration of U.S.colleges.D)D)Haier Haier focuses focuses on on U.S.U.S.college college students students for for the the prospect pro

61、spect of of having them as future customers.having them as future customers.38课堂特制3.3.Jemals Jemals statement statement that that“buying“buying a a New New York York building building for for$14$14 million million is is not not whats whats going going to to make make us”us”can can be be understood u

62、nderstood as as _._.A)A)they are not going to make money from that buildingthey are not going to make money from that buildingB)B)buying that building is not for showing their strengthbuying that building is not for showing their strengthC)C)Haier wont succeed only by the purchase of that buildingHa

63、ier wont succeed only by the purchase of that buildingD)D)buying that building wont put them in difficultybuying that building wont put them in difficultyEx.10 Choose the best answer to each question with the information from the passage.39课堂特制4.4.Ming-Jer Ming-Jer Chens Chens comment comment“theyre

64、“theyre building building up up their their learning learning curve curve in in the the U.S.,U.S.,and and then then picking picking up up niche niche markets”markets”refers refers to to the fact that _.the fact that _.A)A)Haier Haier will will find find a a suitable suitable position position in in

65、the the U.S.U.S.market market through through explorationexplorationB)B)Haier provides its employees training courses on marketingHaier provides its employees training courses on marketingC)C)Haier Haier has has set set up up a a plant plant in in Camden Camden that that will will make make large la

66、rge Haier Haier refrigeratorsrefrigeratorsD)D)Haier Haier plans plans to to launch launch Internet-linked Internet-linked appliances appliances with with Flash Flash Gordon stylingGordon stylingEx.10 Choose the best answer to each question with the information from the passage.4.4.Ming-Jer Ming-Jer Chens Chens comment comment“theyre“theyre building building up up their their learning learning curve curve in in the the U.S.,U.S.,and and then then picking picking up up niche niche markets”markets”