unit 14 the future of business-文档资料

MARKETLEADER4UnitFourteenTheFutureofBusiness14TheFutureofBusinessMainMenu1Skills:GettingtherightinformationStartingupListening:ChangingcustomerneedsReading:ProductsandservicesofthefutureVocabulary1:ExpressionsabouttimeMARKETLEADER414TheFutureofBusinessCasestudy:YedoDepartmentStoresVocabulary2:DescribingthefutureStartingupMARKETLEADER414TheFutureofBusinessStartingupMARKETLEADER4A.Thebusinessworldhaschangeddramaticallyinrecenttimes.Whichofthefollowingdoyouthinkcouldhappenwithinthenext50years?Explainwhy.14TheFutureofBusinessPeoplewillhavemoreleisuretime.Publictelephoneswilldisappear.Therewillbecitiesof100millionpeople.Therewillbeaworldstockmarket.Cashwon’tbeusedanymore.Peoplewillliveandworkinspace.Tradeunionswilldisappear.Itwillbepossibleforhumanbeingstoliveto150.Menandwomenwillunderstandeachotherbetter.Trafficcongestioninmajorcitieswillimprove.StartingupMARKETLEADER414TheFutureofBusinessB.Whatotherchangesdoyouthinkarelikely?C.Howoptimisticareyouaboutthefutureofbusinessinyourowncountry?Explainwhy.StartingupMARKETLEADER414TheFutureofBusinessChangingcustomerneedsListeningMARKETLEADER414TheFutureofBusinessmish-mash:amixtureofalotofverydifferentthingsthatareputtogetherinawaythatisnotorganizedstreamline:adj.mademoreefficient,esp.bysimplifyingNewwordsinlisteningmaterialsA.MartinPhelps,BusinessDirectorattheadvertisingagencyOgilvyandMatherinLondon,istalkingabouthowcustomerneedsarechanging.Thereareeightfactualmistakesintheinterviewsummarybelow.Readthesummary.Thenlistentotheinterviewandcorrectthemistakes.14.1Listening:ChangingcustomerneedsMARKETLEADER414TheFutureofBusinessThechangingneedsofcustomersCustomerneedsarechangingbecauseofdevelopmentsinthreekeyareas:environmentalissuesTheclassicfamilyunit--mother,fatherandfamilypetsListening:ChangingcustomerneedsMARKETLEADER414TheFutureofBusinesssocialenvironmentmum,dadandsomekids14.1onlyconstitutesabout50%…Theseincludessingle-personhouseholds,…andhouseholdswherechildrenshareahouse.Thechangescausedbytechnological…bytherapidexpansionintheuseofe-mail.andthegrowingimportanceofhouseholdappliances.Listening:ChangingcustomerneedsMARKETLEADER414TheFutureofBusiness25%adultstelephonewebFinally,asourlivesbecomelessbusy…Thiscanmeansavingcustomers’time,…creatinganenvironmentwhereshoppingistreatedasabusinesstransaction.Listening:ChangingcustomerneedsMARKETLEADER414TheFutureofBusinessmorebusyleisureactivityMARKETLEADER41.WhatdoestheHenleyCentredo?Ittrackswhatitcalls‘timeavailability’.2.Amazon.comandthebookshopchainWaterstonesbothoffer‘valuefortime’butindifferentways.Whatarethedifferences?Amazon.comsaveyoutime(andmoney)byallowingyoutoorderbooksontheInternet,whileWaterstonesaretryingtocreatearichleisureexperience.14TheFutureofBusinessListening:ChangingcustomerneedsB.Discussthesequestions.3.Whichismoreimportanttoyouwhenmakingapurchase:‘valuefortime’or‘valueformoney’?Why?Vocabulary1ExpressionsabouttimeMARKETLEADER414TheFutureofBusinessA.Completethephrasesbelowwithwordsfromthebox.Vocabulary1:ExpressionsabouttimeMARKETLEADER414TheFutureofBusinessartdatedateedgefashionedforefrontforwardminutepasttimesup-to-dateathingoftheattheold-state-of-the-thewayoutofuptotheattheleadingbehindthepastforefrontfashionedartforwarddateminuteedgetimesB.Usesomeoftheexpressionsabovetocommentonproductsorcompaniesthatyouarefamiliarwith.Forexample,Publictelephonescouldbecomeathingofthepast.Vocabulary1:ExpressionsabouttimeMARKETLEADER414TheFutureofBusinessReadingProductsandservicesofthefutureMARKETLEADER414TheFutureofBusinessLanguagepointsofthetextfuturologist(L.11)futurologyistheactivityoftryingtopredictwhatisgoingtohappen,onthebasisoffactsaboutwhatishappeningnow.Thewayagoodinvestordoesreallywellisbyengaginginsuccessfulfuturology.futurologistnoun.InhisMarch1984reportWangeranalyzedsomepredictionsmadebyfuturologistsin1972.myriad(L.43)adj.averylargenumberofthings:amyriadofsomething/myriadsofsomethingWe'restillstudyingamyriadofoptions.ginkgobiloba(L.114)银杏nutraceuticals(L.134)noun.[plural]foodsthataredesignedtoimprovehealthandlowertheriskofdisease,forexamplebyincreasingtheamountofvitaminsinthem,orremovingsomeofthefatTheyhavebeenbrandedasfunctionalfoodsornutraceuticals.affluent(L.145)adj.havingplentyofmoney,nicehouses,expensivethingsetcanaffluentsociety/areaetctheaffluentCôted'AzurAspeoplebecomemoreaffluent,theirstandardandstyleoflivingimproves.bleak(L.176)adj.withoutanythingtomakeyoufeelhappyorhopefulableakfuture/prospectThecompanystillhopestofindabuyer,butthefuturelooksbleak.chasm（L.177）noun.abigdifferencebetweentwopeople,groups,orthingschasmbetweenthechasmbetweenrichandpoorEventodaythereisachasmbetweenwhiteandblackculturesintheDeepSouth.Reading:ProductsandservicesofthefutureMARKETLEADER414TheFutureofBusinessDiscussthesequestions.Howimportantisitforcompaniestoanticipatefuturetrendsinconsumerbehaviour?Whatmethodscantheyusetodoso?Reading:ProductsandservicesofthefutureMARKETLEADER414TheFutureofBusiness2.Thearticlebelowpredictspossiblechangestoproductsandservicesbytheyear2030.Whatdoyouthinkitmightsay?Brainstormideasinthefollowingareas:clothingb)retirementhomesc)refrigeratorsd)pharmaceuticalse)foodf)toysReading:ProductsandservicesofthefutureMARKETLEADER414TheFutureofBusinessB.Readthearticle.Compareitspredictionswithyourownideas.clothingb)retirementhomesc)refrigeratorsd)pharmaceuticalse)foodf)toys√√√√Reading:ProductsandservicesofthefutureMARKETLEADER414TheFutureofBusinessReading:ProductsandservicesofthefutureMARKETLEADER414TheFutureofBusinessC.Arethefollowingstatementstrueorfalse,accordingtothearticle?Thebestwaytopredictthefutureistoanalysetechnologicalandsocialtrends.Thedemandformass-producedjeans,storybooksandvideoswillgrowrapidly.Marketingpeoplewillfocusontheneedsofboththeoldandparents.Reading:ProductsandservicesofthefutureMARKETLEADER414TheFutureofBusiness4.Productsaimedatchildren’shealthanddietwillbeamajorgrowtharea.5.Becauseconsumersareundergreaterpressure,therewillbegreaterdemandforlabour-savingdevices.6.Differencesinage,geography,sexorlifestylewillaffectpeoplemorethanlackofaccesstonewtechnology.Reading:ProductsandservicesofthefutureMARKETLEADER414TheFutureofBusinessD.Choosethebestdefinitionforthefollowingphrasesfromthearticles.‘consumersjudgedtobeatthecuttingedgeoffashion’(lines32-34)peoplewhoarethelasttobuypopularproductspeoplewhobuythelatestproductsbeforetheyaregenerallypopular√Reading:ProductsandservicesofthefutureMARKETLEADER414TheFutureofBusiness2.‘massmarketingisbecomingobsolete’(lines50-51)massmarketingisbecomingold-fashionedandnolongerusefulmassmarketingisbecomingmorecommonandmoreimportant√Reading:ProductsandservicesofthefutureMARKETLEADER414TheFutureofBusinessE.Whichofthepredictionsinthearticlearemostlikelytohappen,inyouropinion?Whichdoyouthinkwillstillbesciencefictionby2030,why?Vocabulary2:DescribingthefutureMARKETLEADER414TheFutureofBusinessA.Thearticleonpage118statesthatforsomepeople‘thefuturelooksbleak’.Theadjectivesintheboxcanalsobeusedtotalkaboutthefuture.Usethemtocompletethetablebelow.Vocabulary2:DescribingthefutureMARKETLEADER414TheFutureofBusinessbleakbrightbrilliantdepressingdiredoubtfuldreadfulgreatmagnificentmarvellouspromisingprosperousrosyterribleuncertainworryingdiredreadfulterribledepressingdoubtfuluncertainworryingbrightpromisingprosperousrosybrilliantgreatmagnificentmarvellousverybadbadgoodverygoodbleakB.Discusstheshort-andlong-termfuturesforsomekeyindustriesinyourcountry.Combineadjectivesfromthetablewithwordslike:possibly,potentially,probably,certainly,undoubtedly.Forexample,‘Thefutureforshipbuildingispotentiallyverybright’.Vocabulary2:DescribingthefutureMARKETLEADER414TheFutureofBusinessSkills:GettingtherightinformationMARKETLEADER414TheFutureofBusinessSkills:GettingtherightinformationA.Listentoeachdialogueandanswerthequestions.ThenlistenagainandticktheexpressionsintheUsefullanguageboxthatyouhear.MARKETLEADER414TheFutureofBusinessDialogue1WhydoesCarlahavedifficultiescontactingLiWang?Whohelpsherwithherenquiry?14.25Skills:GettingtherightinformationMARKETLEADER414TheFutureofBusiness5Dialogue1Carlawantstogetmoreinformationaboutarangeofhairdryerssoldbyacompany.ShewantstospeaktoLiWang,presumablyinthesalesdepartment,butgetputthroughtoKenTanginaccounts,whotransfersherbacktotheswitchboard.TheswitchboardputsherthroughtoLiWang’sextensionbutacolleagueofhis,DanChen,saysthatheisoutoftheofficeandasksifhecanhelp.Skills:GettingtherightinformationMARKETLEADER414TheFutureofBusinessDialogue2WhyisMichaelBishopangry?Howdoesthepersonhecallsdealwiththesituation?5Dialogue2MichaelBishopisangrybecausesomecashmachinesheorderedarenowtwoweeksoverdue.Hegetsthroughtosomeonewhoaskshimtogivedetailsoftheorder,includingthedate,modelnumberandordernumber.Thesupplierpromisestolookintotheproblemandcallbackassoonaspossible.Skills:GettingtherightinformationMARKETLEADER414TheFutureofBusiness5Skills:GettingtherightinformationMARKETLEADER414TheFutureofBusinessDialogue3Whatcausedthebreakdownincommunication?Whatdothetwospeakersdotounderstandeachother?5Dialogue3Asupplierandacustomerarediscussinganorder.Thereisconfusionoverthereferencenumberbutthisisclearedupwhenthecustomerreadsbackthedetailstothesupplier.Thereisalsoamistakeinthedeliverydateonrecord.Thecustomercorrectsthisandthesupplierconfirmsthenewdeliverydateisfeasible.Skills:GettingtherightinformationMARKETLEADER414TheFutureofBusiness5Skills:GettingtherightinformationMARKETLEADER414TheFutureofBusinessDialogue4Whydoesthecallertelephonethesupplier?Howdidtheproblemarise?5Dialogue4Thecustomeriscallingaboutaninvoicethattheyhavereceivedfor50CDplayers.Thecustomerissurprisedbecausetheyonlyinquiredaboutpricesandavailabilityanddidnotactuallyplaceanorder.ThecustomerexplainsthattheyhaveobtainedtheCDplayerselse-whereandthesuppliercancelstheorder.Thecustomerapologizesforanyinconveniencecausedandthesuppliersaystheywilltellthesalesassistanttobecarefulinthefuture.Skills:GettingtherightinformationMARKETLEADER414TheFutureofBusiness5UsefullanguageMakingcontactCouldyouputmethroughtoMr.LiWangplease?---1Youseemtohavegotthewrongextension,---1Canyoutransfermetohisextension?---No.AskingforinformationCouldyougivemeafewdetails?—2Whendidyougiveustheorder?---No.Canyoutellmewhattheordernumberis?---No.Skills:GettingtherightinformationMARKETLEADER414TheFutureofBusiness5Skills:GettingtherightinformationMARKETLEADER414TheFutureofBusiness5AskingforrepetitionSorry,Ididn’thearwhatyousaid.---No.I’msorry,Ididn’tcatchthat.---3Whatdidyousaythereferencenumberwas?---3CheckinginformationFine.ShallIjustreadthatbacktoyou---3Letmejustcheck.Whatyouneedis…Isthatright?---No.Canyouspellthatplease?---No.Skills:GettingtherightinformationMARKETLEADER414TheFutureofBusiness5ClarifyingWhatexactlydoyoumeanby…?---No.I’msorry.Idon’tfollowyou.---4Areyousayingthat…?---4ConfirmingunderstandingFine---3/OK---1,2,3,4.Right.---2(and,andaquestion,3)Skills:GettingtherightinformationMARKETLEADER414TheFutureofBusiness5ConfirmingactionI’llcheckitoutrightaway.---2I’llgetontoitimmediately.---No.I’llcallyoubackassoonasIcan.---2Skills:GettingtherightinformationB.Roleplaythesesituationsinpairs.MARKETLEADER414TheFutureofBusinessAMarketingDirectorisduetoattendameetingwithanoverseascustomer.He/shephonestoconfirmthearrangements.PleaserefertotheexercisesonP.121ofyourtextbook.5Skills:GettingtherightinformationB.Roleplaythesesituationsinpairs.MARKETLEADER414TheFutureofBusiness2.AcustomertelephonestheSalesManagerofaGermankitchenequipmentmanufacturer.Thecustomerhasorderedsomemicrowaveovenswhicharemorethanamonthoverdue.5Customerturntopage149.SalesManagerturntopage150.Readyourrolecards,thenroleplaythetelephoneconversation.CasestudyYedoDepartmentStoresMARKETLEADER414TheFutureofBusinessMARKETLEADER414TheFutureofBusinessCasestudy:YedoDepartmentStoresTask1ReadthebackgroundinformationaboutYedo.Fillintheblanksofthefollowingtable.Departmentstores:sixinJapan,oneeachinLondonandNewYork.Prestigious,highqualityWiderangeofproducts,personalisedserviceFallingprofits,similarsituationelsewhere6ActivityofcompanyImageStrategyProblemsMARKETLEADER414TheFutureofBusinessCasestudy:YedoDepartmentStoresTask2Youaremembersofthemarketingagency,TWCB.AninformalmeetinghasbeenarrangedtodiscusswaysofmaintainingandincreasingYedo’sprofitability.Yedo’sCEOhaspreparedsomediscussionquestionsforyoutoconsider.Holdthemeetingandnotedownyourbestideas,whichwillbeincorporatedintoareport.6Casestudy:YedoDepartmentStoresWritingAsheadofTWCB,writeareportfortheChiefExecutiveofYedo,KazuoYamashiro,onyouragency’sideas.MARKETLEADER414TheFutureofBusiness6ReviewandPracticewhatyouhaveLearnt.ReviewPracticeLearnt.MARKETLEADER414TheFutureofBusinessLearnReviewPracticeMARKETLEADER4andwhatyouhaveReviewPracticeLearnt.14TheFutureofBusiness