Module-9-innovation.ppt
《Module-9-innovation.ppt》由会员分享,可在线阅读,更多相关《Module-9-innovation.ppt(50页珍藏版)》请在得力文库 - 分享文档赚钱的网站上搜索。
1、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:
2、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
3、?“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, i
4、mpracticall3. 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
5、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
6、 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:lH
7、e 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 moneylP
8、rize 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),
9、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.l
10、4. 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: descri
11、be 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 sho
12、plHorticultural 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 saf
13、ety 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
14、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 passagel
15、A 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. Backgr
16、ound 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.lC
17、heck 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 in
18、flation.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 doubtfu
19、l. 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
20、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-C
21、an 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 grou
22、ps 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
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- Module innovation
限制150内