Module-9-innovation.ppt

Module 9 Innovation Pass Cambridge BEC HigherI. Objectives lto be able to be familiar with related words;lto be able to talk about product innovation and market research;lTo be able to write a letter in response to a requestlBe able to master the business skills of negotiatingBackground information:l1. look for some background information of enterprises innovation;l2. look for some background information of market researchl3. look for some background information about Lee Iacocca and Chrysler9.1.1 Vocabulary: Describing productsLead-in: Do you agree with this quotation? How do you interpret it?“When the product is right, you dont have to be a great marketer.”Brief introduction to Lee Iacocca and Chrysler.Key points: rightwant-satisfying, fitYou dont have to be a great marketer. It sells itself.9.1.2 Check the answers to excise 2 l1. impractical (also bulky)l2. clever; unwieldy- clumsy, impracticall3. state-of-the-art; old-fashionedl4. inexpensive; over-pricedl5. dependable; erraticl6. poorl7. innovative; unoriginall8. fast; time-consumingl9. up-market; basicl10. small; bulkyl9.1.3. Work individually to choose some items from the table and think of examples from your own experience for each one.Market research lBackground information-any organized effort to gather information about markets or customers. It is a very important component of business strategyla key factor to get advantage over competitors. Market research provides important information to identify and analyze the market need, market size and competition. Market research for business/planning lfor discovering what people want, need, or believe. lIt can also involve discovering how they act. lOnce that research is completed, it can be used to determine how to market your product. 9.1.4. Answer to listening:lHe is researching brand awareness among customers of bank. Also whether each brand image is a positive or negative one.Background information:lDell ComputerslGooglelMercedes BenzUseful words and expressions in listening lCarry out market research lConsumer perceptions of brandslGood value for moneylPrize drawlWe would like to enter you for a prize draw to win an Aston Vantage sports car.我们想让你参与赢得阿斯顿.马丁Vantage款赛车的抽奖活动.lIts a survey into customer perceptions of brands.这是个对顾客品牌意识的调查.Grammar: Collocations: verb + preposition:l9.1.6.l1. retail at (sell at, order at)l2. consist of (= be made up of), not used in passive voice.lE.g. The houses consists of six rooms.lConsist in在于, consist with符合lE.g. Her charm does not _ her beauty.l她的魅力不在于她的美貌.lThe report _ facts.l这篇报道符合事实.l3. in size(s) e.g. He tried on every sweater in his size.lCome in size e.g. Shoes come in many shapes and sizes.鞋子有许多款式和型号.l4. aim at e.g My remarks were not aimed at you. 我的话不是针对你的.l5. appeal toattract l6. comply with: obey e.g. comply with safety regulations遵守安全条例.l7. be sold in stores/ shops l8. run on / work on; e.g. Most cars run on petrol. 多数汽车以汽油为动力. l My radio works on batteries.我的收音机用电池.l9.1.7. Pair work: describe a product with 4 or 5 of the expressions in exercise 6 and see if your partner can guess what the product is from these statements.lUseful words and expressions:lStationers lHardware storelFurniture shoplJewelry shoplGift shop lHobby shoplUpholstery shoplElectronics shoplOptician shoplFashion shoplHorticultural shoplKitchenware shoplPaint shopProduct presentation: a examplelA plant carer is a product aimed at the mass market it can b sold also through every major supermarket in the country. It comes in three sizes, the smallest retailing at an amazing $8. It complies with all health and safety regulations and doesnt need batteries or any other power source to run on.answers to 9.1.8:l1. plant-carer;l2. to water house/ pot plants automaticallyl3. the mass marketl4. starting at $8 for the smallest size/ versionlAnswers to 9.1.9:l1. c 2. b 3. b 4. a 5.cReading:l1. Discuss in pairs about the statements about innovation, using the 4 photos as examples.lLanguage tips:lThe acceptance of the consumer is vital.lCustomers are drivers of innovationand the source of insight.lListen to the marketlBreakthroughs come from labslGet a grasp on what customers need.2. Understanding of the passagelA lot of companies do waste money on innovation, but the author is not necessarily saying companies should spend less on research and development. Instead, he is saying that they should spend only what they feel is necessary to be competitive. (para.B)2.1. The Main Idea:2. Detail readingl2.1. Background InformationlBooze AllenlProduct innovationliPodli-tunes2.2. Language points:lA passport to sth. 保障，手段保障，手段lTo be more a follower than a leaderle.g. He is more mad than stupid.l3. Read the article again and look for relevant sentences from the passage as reference to the answers to exercise 3.lCheck the answers with the students.lAnswers:1.D; 2.C; 3.A; 4.E; 5. D; 6. A; 7. B; 8. Bl4. Answers: 1.B; 2.D ; 3. A; 4. C; 5. EMake an example sentence which illustrates the meaning of each verb.lE.g. He couldnt come up with an answer when I asked him why he was late.lMy salary doesnt keep up with inflation.lOnce I start a job, I will see it through.l A soldier must stand up to danger.Speaking:l5. Discuss these questions with a partner by using the phrasal verbs from exercise 4. And then report your partners answers back to the class.Idioms:l1. answer: yes, although one manager is a bit doubtful. l2. Identify the key idiomatic phrase in the listening script.lIdioms:l 1) a stumbling block: an obstaclel2) start from scratch: begin at the very beginningl3) reinvent the wheel: create sth. that has already been createdl4) be plain sailing: progressing without any difficultiesl5) spiral out of control: go up and up without apparent limitsl6) have teething problems: have inevitable problems that you get when you implement sth. newl7) find some middle ground: compromisel8) go pear-shaped: go wrongGrammar: wouldlTask1: Imagine you are at a friends house and are thirsty what would you say?l-Can I have a drink, please?l-May I have a drink?l-Id like a drink, please.l-I want a drink.l- Give me a drink.l-Could I have a drink?l-Would You mind getting me a drink?l-Is it OK if I get myself a drink?lTask 2: Now would you please rank your suggestions from polite to rude. And then discuss in groups about which would be the most appropriate and why.lSummary of the function of the model word would from excise 4.lThe main function of would:l to make what you say sound more tentative. So all the sentences with would here sound less direct and more diplomatic than their counterparts in the other column. Accordingly, it is used a lot in negotiating;lUsing would is a key way of expressing things diplomatically, and adverbial phrases (a little, more or less, notreally, exactly) are also often used to further soften a request or statement.Answers to exercise 5:l1. We would be prepared to move a little on price if you (could) increase your order.l2. Would you be able to deliver 1,000 units to us as soon as possible?l3. We would have difficulty agreeing to those terms as they are.l4. We would ask you to consider it from our point of view.l5. Manufacturing only 100 wouldnt really be viable.l6. Id like a little time to think about that, ( if you dont mind).l7. And how would this benefit our company (exactly)?/ What benefit would there be for our company (exactly)?Writing ：A letter in response to a request at P91Requirements:1. Figure out what does the client want? How would you describe the tone of the assistant managers letter? 2. Pay attention to the Learning Tip box and to the last sentence of the letter.3. Change the reply letter so that it sounds more diplomatic and encouraging to the customer.4. The formality of the language Tips for writing:l 第一段主要是感谢对方的来信。语气要直接坦诚，热情正规。l第二段主要是阐明我方态度和建议。语言要正规，一般不用缩略语和非正式用语。如I dont know, I dont see 和do a bit of等。此外，本段最后一句容易给对方留下你们不在乎这份合同的印象，不利于当前以及将来的合作。因此，应委婉地提出我方解决问题的方案，以显示出我方和对方达成协议的渴求。l第三段主要为此次未能满足对方需要而表示抱歉，并表达对将来进行合作的渴望。语言应正规，不应使用缩略语和非正式用语。l结束语要正式、礼貌得体。商务信函常用结束语I look forward to hearing from you. Yours sincerely,l结束语要正式、礼貌得体。商务信函常用结束语I look forward to hearing from you. Yours sincerely,lI look forward to hearing from you. lYours sincerely9.2. Business Skills: NegotiatinglUseful words and expressions:lTelecommunicationslPitchlMake a pitchlBe held liable forlFool around with sb.l commit oneself to sth.l break throughlreverselDynamiclCardboardlTelescopiclLogolStart-upslTake offlAT&T (American Telephone and TelegraphlBoeinglWilliam UryWhat is negotiation?lNegotiation is a dialogue between two or more people or parties, intended to reach an understanding, resolve point of difference, or gain advantage in outcome of dialogue, to produce an agreement upon courses of action, to bargain for individual or collective advantage, to craft outcomes to satisfy various interests of two people/parties involved in negotiation process. Negotiation is a process where each party involved in negotiating tries to gain an advantage for themselves by the end of the process. Negotiation is intended to aim at compromise.lNegotiation occurs in business, non-profit organizations, government branches, legal proceedings, among nations and in personal situations such as marriage, divorce, parenting, and everyday life. Background information：the process of business negotiationl1. Claiming value 申明价值-a situation where there can be only one clearly delineated winner of a negotiation. These types of situations are called zero-sum or distributive situations.l2. Creating value创造价值-a situation where there can be multiple winners of a negotiation. These types of situations are non-zero sum, integrative, or mutual gains situations.l3. Overcoming barriers to agreement 克服障碍9.2.1 Reading:lRead the extract and then role-play the situation in the extract.lRequirements: three students in a group: one to narrate, one to play the part of the Boeing purchasing director, one to play the part of AT&T sales chief.lAnswer the question in exercise 1.l9.2.2: Briefly discuss the questions in pairs and come up with your conclusions.l9.2.3: Discuss the different responses and present your opinions on them.lSpeaking: Business angels: a negotiation (10 minutes to prepare for the presentations; 4 members in a group: 2 entrepreneurs, 2 business angels) l9.2.5: the essential elements of business:lHaving a good idea;lBeing able to present it persuasively; land finally being to be able to negotiate a good price for it. Instructions for the negotiation:lEntrepreneurs:lTry to negotiate an agreement but not at any cost;lYou can be interested in the business angels expertise and in their money but your own maximum for this investment is 20%.Business angels:lThink mainly about whether the idea will make a profitable business;lTo ask a lot of questions about the product and the market before you can make a judgment;lBear in mind that you are offering financial investment, and more importantly your expertise in helping to bring the product to market.Useful language:lUnderstanding the other persons position: -So, what exactly did you have in mind? -Can you be more precise about what exactly youre offering/ looking for? -So, if I understand you correctly, youre saying that.lAccepting: -That sounds fine/ reasonable/ acceptable. - I think we can go along with that. - I think that would work for us.lRejecting -Im sorry we couldnt go that low/ high. - Im sorry, that would be difficult/ impossible for us.- Im sorry, thats completely out of the question.lAsking for concessions: -Would you b prepared / happy/ willing to ? - If we were to, how would you feel about it then? - Would you be interested in? -would it make it more attractive for you if we?lDescribing the bottom line: - Ultimately, it comes down to the question of - At the end of the day, its all about - The bottom line for us is9.3. Exam Spotlight: Reading and Listening Tests: Part ThreelHomework: Read the exam format and approach carefully (at page94);l2. Complete the exercises and exam practice within 12 minutes. (at page 94-95)lGeneral questions for exam practice:l1. How does the Deal design principles differ from the traditional way of searching for common ground in negotiating?l2.What is the job of deal designers?Tips for Reading Test: Part Threel1. Read the instructions to make sure you understand the context of the passage;l2. Skim read the text for two minutes to get the general idea, paying most attention to the first and last paragraphs;l3. Read each question respectively and identify key words and phrases that will lead you to the answer in the passage;l4. Train yourself to answer each question before looking at the four choices;l5. The key words in the wrong options often appear in the text, but what is being expressed is not accurate. So it is necessary to read the options and passage very carefully so as not to be caught out;l6. Look for the corresponding details for the answers according to the order of the questions.l7. The wrong options are often deliberately designed as distractions by distracting the readers with the same key words or phrases;l8. Find out the answer to each question according to the relevant details in the passage instead of to common sense. Make comment on the exam practice:lLanguage points: Sales channel, industry expert, dovetail, demilitarised zone, unbundle, crystallise, underlying principles. forecast, savvy, contingent, earn-out, joint gains, risk-averse, revenue structure, tax status, regulatory, inventory,