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1、 3UNITBuilding the dream of Starbucks To master the reading skillTo understand the textTo practice the phrases and patternsTo learn about writing a book report Warming-up Reading Skills Text Study Comparative Study Unit ProjectBSection Warming-upBSectionVideo Watching1. Have you ever gone to Starbuc

2、ks for coffee? What coffee do you like best?2. What impresses you most when you drink beverage in Starbucks?l Caff Mochal Caramel Macchiatol Caff Americanol Caff Lattel Cappuccinol Espresso1. Have you ever gone to Starbucks for coffee? What coffee do you like best?l Tasty and smooth coffee flavorl P

3、rofessional coffee making processl Meticulous servicel Comfortable drinking environmentl Convenient online service2. What impresses you most when you drink beverage in Starbucks?1. How many American multinational corporations do you know? Can you introduce some briefly in class?2. How much do you kn

4、ow about the American daily newspaper The New York Times? PepsiCo PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo has since expanded from its namesake (同名物) product Pepsi to a broader range of food and beverage brands. It mainly concentrates on the ma

5、nufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. 1. How many American multinational corporations do you know? Can you introduce some briefly in class?Kraft Foods Kraft Foods adopted the name Mondelz International, Inc. after spinning off its North Am

6、erican grocery business into a separate company called Kraft Foods Group Inc. in October, 2012. It comprises the global snack and food brands of the formerKraft Foods Inc., manufacturing and marketing chocolate, biscuits, gum, confectionery, coffee, and powdered beverages.1. How many American multin

7、ational corporations do you know? Can you introduce some briefly in class? It is an American daily newspaper founded and continuously published in New York City since 1851. As of 2014, The New York Times has won 114 Pulitzer Prizes. The papers website is one of Americas most popular news sites. Its

8、print version remains one of the largest newspapers in the United States. The motto of the paper is “All the News Thats Fit to Print” and its website has adapted the motto to “All the News Thats Fit to Click”.2. How much do you know about the American daily newspaper The New York Times? Reading Skil

9、ls3UNIT Signal words of time help the reader keep track of important details or stages of an event. They are especially important for narrative or biographical writings. Recognizing signal words of timeThe following are some types of such signal words and their examples.Recognizing signal words of t

10、imeNumerical wordsfirst, second, third Adverbs later, subsequently, finally, eventually, meanwhile Function words when, while, as, before, after, now, then, next Apart from using numerical words, adverbs and various function words as signals of time, some other types of signals, such as verbs, infin

11、itives (动词不定式), numbers that indicate dates or years, prepositional phrases, adverbial clauses, noun phrases, etc., can also be used to show time order or steps in a process.Recognizing signal words of timeExample and Explanation Every night several hundred planes bearing a purple, white, and orange

12、 design touch down at Memphis Airport, in Tennessee. What precedes this landing are package pick-ups from locations all over the United States earlier in the day. The rectangular packages and envelopes are rapidly reshuffled and sorted according to address, then loaded onto other aircraft, and flown

13、 to their destinations to be dispersed by hand many within 24 hours of leaving their senders. (Para. 1, Text A) This part of the paragraph uses a verb “precede”, a phrase “earlier in the day”, an adverb “then” and an infinitive “to be dispersed” to display a clear sequential pattern of the package d

14、elivery system to the reader.Example and Explanation Read the following paragraphs from Text B, underline the signal words of time used in the paragraphs. The types of signal words you will look for are given before each selected paragraph.Recognizing signal words of timePracticePara. 5: preposition

15、al phrase, year, adverb The bud of inspiration for his phenomenal coffee business began growing in a 1983 visit to Milan, Italy. Schultz conceived of a new American way of life in the coffee bars of Milan. He sought to recreate such forums for people in the US to start their days or visit with frien

16、ds. In 1987, at the age of 34, Schultz organized a group of investors and purchased the company that had formerly employed him, the Starbucks Coffee Company in Seattle, which he restructured as the Starbucks Corporation.Recognizing signal words of time Text StudyBSection1. What do you know about How

17、ard Schultz and his coffee company Starbucks according to paragraph 1? (Para. 1) 2. What was Schultzs early life like? (Para. 2-3)3. What is the positive influence of Schultzs poor status? (Para. 4)4. How did Schultz build his dream of Starbucks? (Para. 5-6)5. How did Starbucks expand its business s

18、cale outside the northwestern part of American? (Para. 7) 6. What can we imply from the comment, “The soft-spoken Mr. Schultz has barely a trace of a New York accent and a timid, almost apologetic manner.” ? (Para. 8)7. Why did Schultzs employment policies attract considerable attention ? (Para. 9)8

19、. What did Schultz mean by saying “I got to build the kind of company that my father never got to work for.”? (Para. 10)1. What do you know about Howard Schultz and his coffee company Starbucks according to paragraph 1? (Para. 1) Starbucks was one of the largest coffee roaster and retailer of specia

20、lty coffee in North America. By 2000, its coffee houses could be found in more than 3,000 locations worldwide. As the founder of Starbucks, Schultzs merging of the three Cs coffee, commerce and community surely ranks as one of the 90s greatest retail successes.原句：原句：By 2000, its coffee houses could

21、be found in more than 3,000 locations worldwide; even President Bill Clinton was seen in a snapshot with a Starbucks brew in his hand. (Para. 1, L4)解释解释: : By the year 2000, Starbucks had opened coffee houses in more than 3,000 places all over the world. It became so famous that there was even a pic

22、ture of the then American President Bill Clinton holding a cup of Starbucks coffee in his hand.译文：译文：截至2000年，它旗下的咖啡店已经遍布世界三千多 个角落。就连美国前总统比尔 克林顿也被人拍到手捧星巴克咖啡的照片。he was born and grew up in an extremely poor familyhis father broke his ankle and lost his jobthe family was too poor to put food on the tabl

23、e.he was hounded by the shame of his familys “working poor” status.2. What was Schultzs early life like? (Para. 2-3) Different types of time signal words could add to the variety of writing and avoid repetition. l In 1953,l When Schultz was seven,l In the ensuring months,l During his youth, Sports b

24、ecame an _ the shame of poverty. Schultz earned an _ to Northern Michigan University in 1975. He was the first person in his family to _ college as none of his _ had training beyond _.3. Listen to the tape and fill in the blanks.Q: What is the positive influence of Schultzs poor status? (Para. 4)esc

25、ape fromathletic scholarshipgraduate frompredecessorsvocational schoolSchultz purchased and restructured the Starbucks Coffee Company as the Starbucks Corporation.In 1983In 1987In 19924. How did Schultz build his dream of Starbucks? (Para. 5-6) Match workStarbucks became the first specialty coffee c

26、ompany to go public.The bud of inspiration for Schultzs phenomenal coffee business began growing.原句：原句：Schultzs premium coffee bars were an instant success, acting as a stimulus of rapid growth and expansion not only for Starbucks but also for the coffee industry around the world. （Para. 6, L1）解释解释:

27、 : The superior coffee bars opened by Schultz succeeded at once, which encouraged a quick development of not only the Starbucks company itself, but also the whole coffee industry in the world.译文：译文：舒尔茨创建的高端咖啡厅立即获得了成功，这刺激了星巴克乃至全球整个咖啡产业的迅速成长和发展。developed new business with /established/ formed a partne

28、rship with/entered into a licensing agreement with/developed a relationship with5. How did Starbucks expand its business scale outside the northwestern part of American? (Para. 7) In Chicago, the companys specialty sales division developed new business with department stores and established Starbuck

29、s coffee bars adjacent to the business sections in national bookstores. Starbucks formed a partnership with PepsiCo, and entered into a licensing agreement with Kraft Foods. It even developed a relationship with the music industry to sell Starbucks-tailored CDs in the coffee bars.5. How did Starbuck

30、s expand its business scale outside the northwestern part of American? (Para. 7) Schultz does not put on an air of superiority or arrogance. He simply behaves in a very humble way.6. What can we imply from the comment, “The soft-spoken Mr. Schultz has barely a trace of a New York accent and a timid,

31、 almost apologetic manner.” ? (Para. 8)原句原句：When Starbucks opened its first store in New York City, it was a homecoming for Schultz, but he did not act like the head of the reigning royalty of coffee he had become. (Para. 8, L1)解释解释: : When Starbucks opened its first shop in New York, it was just li

32、ke coming back home for Schultz. But he did not behave in a way as if to show that he was the most successful person in the coffee industry.译文：译文：星巴克在纽约开第一家分店对于舒尔茨来说是回归故里，但他并没有摆出一副咖啡行业王者的姿态。 Because he paid so much attention to the benefits of his employee that he gave Starbucks employees both a phi

33、losophical and a financial stake in the business, which provides Starbucks with a more dedicated workforce and a significant numerical payoff. 7. Why did Schultzs employment policies attract considerable attention? (Para. 9)原句原句：At a time when other companies were trimming benefits as a cost-cutting

34、 measure, Schultz, who grew up in a family without any medical coverage, was vocal in his belief that genuinely caring about your employees is critical to building a sturdy workforce. (Para. 9, L15)解释解释: : At a time when other companies were cutting benefits as a measure to reduce cost, Schultz, who

35、 grew up in a family that was too poor to afford health insurance, talked openly about his belief in running a business, that is, an employers sincere care about his workers is greatly important to building a strong workforce for the company.译文：译文：就在其他企业通过削减福利来节省成本之时，舒尔茨，虽然生长在一个没有任何医疗福利保障的家庭，却仍然坦言自己

36、的信仰，即真诚地关心员工对建立一个坚实的员工队伍是至关重要的。 Schultz built a company that provides good benefits to the employees, but his father had never had a chance to work in such a company. He believed that his father would have felt proud of him if he were still alive, and his success could be a comfort to his father.8.

37、What did Schultz mean by saying “I got to build the kind of company that my father never got to work for.”? (Para. 10) With impressive _, Howard Schultz has made Starbucks a well known coffee retailer in the world. Like many great entrepreneur, Howard Schultz had a _ memory of his childhood since he

38、 was born and grew up in an extremely poor family. As an _ poverty, Schultz played sports and became the first person in his family to _ from college. In 1983, Schultz _ a new American way of life in the coffee bars of Milan. In 1987, Schultz purchased the Starbucks Coffee Company in Seattle and _ a

39、s thevelocity harshescape fromgraduateconceived ofrestructuredStarbucks Corporation. Schultzs premium coffee bars were an instant success, acting as a stimulus of its rapid growth and _ in different field and part of world. The key to his success lies in his employment policies. He gave Starbucks em

40、ployees both a philosophical and _ stake in the business, which makes a sturdy _ and creates a significant numerical payoff for Starbucks. One thing he regretted for the rest of his life is that he spoke _ to his father and had no chance to apologize before he died. But he believed that his father w

41、ould have felt proud of him, and his success could be a comfort to his father. expansionfinancialworkforceharshly1. in / within / over a span of在在时间里时间里 2. be hounded by被被所烦扰所烦扰3. conceive of构想；设想构想；设想4. go public公开公开发售股票，上市发售股票，上市; ; 公开公开5. adjacent to与与毗连；与毗连；与相邻近相邻近6. a trace of微量；少许；些许微量；少许；些许7.

42、 be eligible for符合条件做某事；有资符合条件做某事；有资格享有某物格享有某物8. be critical to对对至关重要至关重要9. beat sb. down/beat down sb. 使某人颓丧；使某人沮丧使某人颓丧；使某人沮丧10. plead with sb. (to do sth.)恳求某人（做某事）恳求某人（做某事）在在时间里时间里(with the success of/ went from to) With the success of Harry Potter, J. K. Rowling went from depending on welfare to

43、 survive to being one of the richest women in the world in a span of only five years.in / within / over a span of短语逆译短语应用由于哈利波特的成功，J. K. 罗琳在短短五年时间里，就从依靠福利生存变成了世界上最富有的女人之一。意群提示被被所烦扰所烦扰be hounded by短语逆译(led the race from start to finish / all the way ) He led the race from start to finish but was houn

44、ded all the way by Philips.短语应用比赛中他从头到尾都领先，但一直被菲利普斯紧追不舍。意群提示构想；设想构想；设想(immensely ambitious / win power for ) He was immensely ambitious but unable to conceive of winning power for himself. conceive of短语逆译短语应用他雄心勃勃，但是想不出自己能如何赢得权力。意群提示（公司）公开发售（公司）公开发售股票，上市股票，上市; ; 公开公开(secure extra capital / enhance c

45、orporate visibility) The company is considering going public in order to secure extra capital and enhance corporate visibility. go public短语逆译短语应用公司正考虑上市，从而筹得更多的资金，提高企业的知名度。意群提示与与毗连；毗连；与与相邻近相邻近(detect from / narrow strip / to the track of) Radiation is only detected from a relatively narrow strip adj

46、acent to the track of the vehicle. adjacent to短语逆译短语应用仅从汽车路两侧较窄的条带检测出射线。意群提示微量；少许；些许微量；少许；些许(unmoved / on his lips / displeasure ) His face was unmoved, but on his lips there was a trace of displeasure. a trace of短语逆译短语应用他脸上没有丝毫表情，但嘴角流露出一丝不悦。意群提示符合条件做某事；符合条件做某事；有资格享有某物有资格享有某物(non-citizen / financial

47、 aid / top grades) As a non-citizen, she wasnt eligible for financial aid, despite her top grades. be eligible for短语逆译短语应用作为非公民，她没有资格享有助学金，尽管她分数很高。意群提示对对至关重要至关重要(innovation and technical capability / competitiveness / productivity) The scientific knowledge, innovation and technical capability are cr

48、itical to maintaining the nations competitiveness and productivity. be critical to短语逆译短语应用科学知识、革新和技术能力对保持国家的竞争力和生产率至关重要。意群提示使某人颓丧；使某使某人颓丧；使某人沮丧人沮丧(be confronted with / trample on the pain) While our dream is confronted with the reality, you always feel painful. Just trample on the pain, or youll be

49、beat down by it. beat sb. down / beat down sb.短语逆译短语应用当幻想遭遇现实，你总会感到痛苦。要么你被痛苦击 倒，要么你把痛苦踩在脚下。意群提示恳求某人（做某事）恳求某人（做某事）(ponder the reconciliation agreement / pull back from confrontation. ) They plead with him to ponder the reconciliation agreement and pull back from confrontation. plead with sb. (to do s

50、th.)短语逆译短语应用他们恳求他仔细考虑这份调解协议并退出冲突。意群提示1. With impressive velocity, sth. has/have grown into in a span of 用于表达“在某段时间, 某事或某物以惊人的速度成长/发展为”。2. Sth. is an instant success / achieve great success, acting as a stimulus of 用于表达“做某事成功对其他相关方面的激励和影响”。3. “never + adj. + enough to do sth.”用于表达“永远也不会到（甚至）去做”。句型提炼句

51、型提炼区区十年间，星巴克已凭借惊人的速度成长为北美最大的咖啡豆烤制商和特色咖啡零售商。原句译文原句译文逆译练习逆译练习With impressive velocity, Starbucks has grown into the largest coffee roaster and retailer of specialty coffee in North America in a span of only a decade. (Para. 1, L3）With impressive velocity, sth. has/have grown into in a span of 句型提炼句型提炼

52、应用提示应用提示用于表达“在某段时间, 某事或某物以惊人的速度成长/发展为”。句型应用句型应用(Lenovo / multinational personal technology company / personal computer manufacturer) With impressive velocity, Lenovo, a Chinese multinational personal technology company, has grown into the worlds fourth largest personal computer manufacturer in a spa

53、n of only a decade.典型例句区区十年间，中国跨国个人技术公司联想公司已凭借惊人的速度成长为全球第四大个人电脑制造商。意群提示舒尔茨创建的高端咖啡厅立即获得了成功，这刺激了星巴克乃至全球整个咖啡产业的迅速成长和发展。原句译文原句译文逆译练习逆译练习Schultzs premium coffee bars were an instant success, acting as a stimulus of rapid growth and expansion not only for Starbucks but also for the coffee industry around

54、the world. (Para. 6, L1)句型提炼句型提炼Sth. is an instant success/achieve great success, acting as a stimulus of 句型提炼句型提炼用于表达“做某事成功对其他相关方面的激励和影响”。 句型应用句型应用应用提示应用提示(welfare system / promoting employees ability / devotion to) The new reform policy and welfare system achieve great success in the company, acti

55、ng as a stimulus of promoting employees ability and devotion to the company.典型例句新的改革措施和福利政策在企业大获成功, 激励员工提升自身能力，更努力的投入工作。意群提示他从未因为太过习惯于成功而忘却自己劳动阶层的根基。原句译文原句译文逆译练习逆译练习He has never grown accustomed to success enough to forget his working-class roots. (Para.10, L4）句型提炼句型提炼never + adj. + enough to do sth

56、.句型提炼句型提炼应用提示应用提示用于表达“永远也不会到（甚至）去做”。句型应用句型应用 (The strongest / master) The strongest is never strong enough to be always the master.典型例句再强的人也无法强到永远都做主人。意群提示 1.从事很多不同的工作 hold a variety of jobs 2.支付体面的酬劳offer decent pay 3.获得体育奖学金earn an athletic scholarship 4.建立伙伴关系form a partnership with 5.与合作develop

57、a relationship with 6.引起广泛关注attract considerable attention with 7.坚实的员工队伍a sturdy workforce 8.口头上的空话lip service 9.极低的员工流动率a dramatically low turnover rate10.从记忆中抹去scrub from ones memory a. The harsh memories of those early times stayed with him for the rest of his life. 这些早年痛苦的记忆一直伴随着他一生。 b. The bud

58、 of inspiration for his phenomenal coffee business began growing in a 1983 visit to Milan, Italy. 舒尔茨令人瞩目的咖啡生意的最初灵感源于1983年对意大利米兰的造访。 c. Schultz credits the utilization of such a benefits policy as the key to the companys growth because it has given Starbucks a more dedicated workforce and an extreme

59、ly high level of customer service. 舒尔茨相信这一福利政策的切实施行是企业成长的关键，因为此举已使星巴克拥有了更加尽心尽力的工作团队以及至高水准的客户服务。 这些话让舒尔茨后悔终生，他期望能够将这些回忆从记忆中抹去。 d. They were words Schultz would regret the rest of his life, a reminiscence he wished he could scrub from his memory. 1. In what way(s) can poverty influence ones life posit

60、ively?2. Do you agree with Schultz that service is an art? Why or why not?3. In your opinion, what is an ideal relationship between employers and employees? Positive influences of poverty on ones life may include:l develop ones ability to face hardships in life;l help one to build self-esteem;l stre

61、ngthen ones will to do better;l build ones sympathy for the poor and weak.1. In what way(s) can poverty influence ones life positively? Yes, I agree. Because the idea puts an emphasis on:l the spirit of service;l the standard of service;l the goals of service;l the forms of service, etc.2. Do you ag

62、ree with Schultz that service is an art? Why or why not? No, I dont agree. Service can never be associated with art. The purpose of every businessman providing good service is to attract and retain customers. To them, making profits is always the ultimate goal. The nobleness of art will be diminishe

63、d when money is involved.2. Do you agree with Schultz that service is an art? Why or why not? There should be mutual respect and trust between employers and employees. Employers provide opportunities for employees, and employees make good use of the opportunities to exert their capabilities.3. In yo

64、ur opinion, what is an ideal relationship between employers and employees?Enterprise & community1. Do you think the service model of Starbucks fits the Chinese way of life well? Why or why not?2. How do you understand the relationship between enterprises and communities? No, the service model of Sta

65、rbucks, to a large extent, doesnt fit our Chinese way of life. Broadly speaking, we Chinese have a different pace of life, a different preference for drink, and a different social style. The differences in culture, custom and tradition may hinder Starbuck from going further in some suburban area or

66、communities. 1. Do you think the service model of Starbucks fits the Chinese way of life well? Why or why not?2. How do you understand the relationship between enterprises and communities? To me, there is a mutual relationship between the two:l Enterprises have social responsibilities to fulfill, and therefore, they should contribute to communities.l Communities should provide a friendly and safe environment for the growth of enterprises. Comparative StudyBSection2. What qualities are most impor