1、,Section B,4,Building the dream of Starbucks,Objectives,Warming-up,Lead-in,Background Information,Video Watching,Back,Caff Mocha Caramel Macchiato Caff Americano Caff Latte Cappuccino Espresso,Tasty and smooth coffee flavor Professional coffee making process Meticulous service Comfortable drinking e

2、nvironment Convenient online service,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 manufacturing, marketin

3、g and distribution of grain-based snack foods, beverages, and other products.,Kraft Foods Kraft Foods adopted the name Mondelz International, Inc. after spinning off its North American grocery business into a separate company called Kraft Foods Group Inc. in October, 2012. It comprises the global sn

4、ack and food brands of the formerKraft Foods Inc., manufacturing and marketing chocolate, biscuits, gum, confectionery, coffee, and powdered beverages.,1. How many American multinational corporations do you know? Can you introduce some briefly in class?,It is an American daily newspaper founded and

5、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 print version remains one of the largest newspapers in the United States. The motto of the paper is “All the News Thats F

6、it to Print” and its website has adapted the motto to “All the News Thats Fit to Click”.,Reading Skills,Presentation of the Skill,Reading Skill Practice,Signal words of time help the reader keep track of important details or stages of an event. They are especially important for narrative or biograph

7、ical writings.,Recognizing signal words of time,The following are some types of such signal words and their examples.,Recognizing signal words of time,Apart from using numerical words, adverbs and various function words as signals of time, some other types of signals, such as verbs, infinitives (動詞不

8、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 time,Example and Explanation,Every night several hundred planes bearing a purple, white, and orange design t

9、ouch 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 to their

10、 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 delivery s

11、ystem 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 time,Practice,Para. 5: prepositional ph

12、rase, 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 friends. I

13、n 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 Study,Text Comprehension,Language Focus,Critic

14、al Thinking,What do you know about Howard Schultz and his coffee company Starbucks according to paragraph 1? (Para. 1) What was Schultzs early life like? (Para. 2-3) What is the positive influence of Schultzs poor status? (Para. 4) How did Schultz build his dream of Starbucks? (Para. 5-6) How did St

15、arbucks expand its business scale outside the northwestern part of American? (Para. 7) 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) Why did Schultzs employment policies attract considerabl

16、e attention ? (Para. 9) What did Schultz mean by saying “I got to build the kind of company that my father never got to work for.”? (Para. 10),Starbucks was one of the largest coffee roaster and retailer of specialty coffee in North America. By 2000, its coffee houses could be found in more than 3,0

17、00 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： By 2000, its coffee houses could be found in more than 3,000 locations worldwide; even President Bill Clinton was seen in

18、 a snapshot with a Starbucks brew in his hand. (Para. 1, L4),解釋: 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 picture of the then American President Bill Clinton holding a cup of Starbucks coffee in his h

19、and.,譯文： 截至2000年，它旗下的咖啡店已經(jīng)遍布世界三千多 個角落。就連美國前總統(tǒng)比爾 克林頓也被人拍 到手捧星巴克咖啡的照片。,he was born and grew up in an extremely poor family,his father broke his ankle and lost his job,the family was too poor to put food on the table.,he was hounded by the shame of his familys “working poor” status.,2. What was Schultz

20、s early life like? (Para. 2-3),Note,Different types of time signal words could add to the variety of writing and avoid repetition.,In 1953, When Schultz was seven, In the ensuring months, During his youth,Sports became an _ the shame of poverty. Schultz earned an _ to Northern Michigan University in

21、 1975. He was the first person in his family to _ college as none of his _ had training beyond _.,escape from,athletic scholarship,graduate from,predecessors,vocational school,Schultz purchased and restructured the Starbucks Coffee Company as the Starbucks Corporation.,In 1983 In 1987 In 1992,4. How

22、 did Schultz build his dream of Starbucks? (Para. 5-6),Match work,Starbucks became the first specialty coffee company to go public.,The bud of inspiration for Schultzs phenomenal coffee business began growing.,原句： Schultzs premium coffee bars were an instant success, acting as a stimulus of rapid gr

23、owth and expansion not only for Starbucks but also for the coffee industry around the world. （Para. 6, L1）,解釋: 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.

24、,譯文： 舒爾茨創(chuàng)建的高端咖啡廳立即獲得了成功，這刺激 了星巴克乃至全球整個咖啡產(chǎn)業(yè)的迅速成長和發(fā)展。,developed new business with /established/ formed a partnership with/entered into a licensing agreement with/developed a relationship with,5. How did Starbucks expand its business scale outside the northwestern part of American? (Para. 7),In Chicago

25、, the companys specialty sales division developed new business with department stores and established Starbucks 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 develope

26、d a relationship with the music industry to sell Starbucks-tailored CDs in the coffee bars.,5. How did Starbucks 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.,原句： When

27、 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),解釋: When Starbucks opened its first shop in New York, it was just like coming back home for Schultz. But he did not beh

28、ave in a way as if to show that he was the most successful person in the coffee industry.,譯文： 星巴克在紐約開第一家分店對于舒爾茨來說是回 歸故里，但他并沒有擺出一副咖啡行業(yè)王者的姿 態(tài)。,Because he paid so much attention to the benefits of his employee that he gave Starbucks employees both a philosophical and a financial stake in the business,

29、which provides Starbucks with a more dedicated workforce and a significant numerical payoff.,原句： At a time when other companies were trimming benefits as a cost-cutting measure, Schultz, who grew up in a family without any medical coverage, was vocal in his belief that genuinely caring about your em

30、ployees is critical to building a sturdy workforce. (Para. 9, L15),解釋: At a time when other companies were cutting benefits as a measure to reduce cost, Schultz, who 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 em

31、ployers sincere care about his workers is greatly important to building a strong workforce for the company.,譯文： 就在其他企業(yè)通過削減福利來節(jié)省成本之時，舒爾茨，雖然生長在一個沒有任何醫(yī)療福利保障的家庭，卻仍然坦言自己的信仰，即真誠地關心員工對建立一個堅實的員工隊伍是至關重要的。,Schultz built a company that provides good benefits to the employees, but his father had never had a cha

32、nce 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.,With impressive _, Howard Schultz has made Starbucks a well known coffee retailer in the world. Like many great entrepreneur, Howard Schul

33、tz had a _ memory of his childhood since he 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

34、Starbucks Coffee Company in Seattle and _ as the,velocity,harsh,escape from,graduate,Smith and Luis,conceived of,restructured,Starbucks 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 h

35、is success lies in his employment policies. He gave Starbucks employees 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 chanc

36、e to apologize before he died. But he believed that his father would have felt proud of him, and his success could be a comfort to his father.,expansion,financial,workforce,harshly,在時間里,(with the success of/ went from to),With the success of Harry Potter, J. K. Rowling went from depending on welfare

37、 to survive to being one of the richest women in the world in a span of only five years.,in / within / over a span of,短語逆譯,短語應用,由于哈利波特的成功，J. K. 羅琳在短短五年時間里，就從依靠福利生存變成了世界上最富有的女人之一。,意群提示,被所煩擾,be hounded by,短語逆譯,(led the race from start to finish / all the way ),He led the race from start to finish but

38、was hounded all the way by Philips.,短語應用,比賽中他從頭到尾都領先，但一直被菲利普斯緊追不舍。,意群提示,構想；設想,(immensely ambitious / win power for ),He was immensely ambitious but unable to conceive of winning power for himself.,conceive of,短語逆譯,短語應用,他雄心勃勃，但是想不出自己能如何贏得權力。,意群提示,（公司）公開發(fā)售股票，上市; 公開,(secure extra capital / enhance corp

39、orate visibility),The company is considering going public in order to secure extra capital and enhance corporate visibility.,go public,短語逆譯,短語應用,公司正考慮上市，從而籌得更多的資金，提高企業(yè)的知名度。,意群提示,與毗連；與相鄰近,(detect from / narrow strip / to the track of),Radiation is only detected from a relatively narrow strip adjacent

40、 to the track of the vehicle.,adjacent to,短語逆譯,短語應用,僅從汽車路兩側較窄的條帶檢測出射線。,意群提示,微量；少許；些許,(unmoved / on his lips / displeasure ),His face was unmoved, but on his lips there was a trace of displeasure.,a trace of,短語逆譯,短語應用,他臉上沒有絲毫表情，但嘴角流露出一絲不悅。,意群提示,符合條件做某事；有資格享有某物,(non-citizen / financial aid / top grade

41、s),As a non-citizen, she wasnt eligible for financial aid, despite her top grades.,be eligible for,短語逆譯,短語應用,作為非公民，她沒有資格享有助學金，盡管她分數(shù)很高。,意群提示,對至關重要,(innovation and technical capability / competitiveness / productivity),The scientific knowledge, innovation and technical capability are critical to maint

42、aining the nations competitiveness and productivity.,be critical to,短語逆譯,短語應用,科學知識、革新和技術能力對保持國家的競爭力和生產(chǎn)率至關重要。,意群提示,使某人頹喪；使某人沮喪,(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 beat down by it.,bea

43、t sb. down / beat down sb.,短語逆譯,短語應用,當幻想遭遇現(xiàn)實，你總會感到痛苦。要么你被痛苦擊 倒，要么你把痛苦踩在腳下。,意群提示,懇求某人（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 sth.),短語逆譯,短語應用,他們懇求他仔細考

44、慮這份調解協(xié)議并退出沖突。,意群提示,句型提煉,逆譯練習,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）,應用提示,用于表達“在某段時間, 某事或某物以驚人的速度成長/發(fā)展為”。,句型應用,(Lenovo / multinational personal technology company / perso

45、nal computer manufacturer),With impressive velocity, Lenovo, a Chinese multinational personal technology company, has grown into the worlds fourth largest personal computer manufacturer in a span of only a decade.,典型例句,區(qū)區(qū)十年間，中國跨國個人技術公司聯(lián)想公司已憑借驚人的速度成長為全球第四大個人電腦制造商。,意群提示,逆譯練習,Schultzs premium coffee ba

46、rs 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),句型提煉,用于表達“做某事成功對其他相關方面的激勵和影響”。,句型應用,應用提示,(welfare system / promoting employees ability / devotion to),The new reform policy and welfa

47、re system achieve great success in the company, acting 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業(yè)大獲成功, 激勵員工提升自身能力，更努力的投入工作。,意群提示,逆譯練習,He has never grown accustomed to success enough to forget his working-class roots. (Para.10, L4）,句型提煉,應用提示,用于表達“永遠也

48、不會到（甚至）去做”。,句型應用,(The strongest / master),The strongest is never strong enough to be always the master.,典型例句,再強的人也無法強到永遠都做主人。,意群提示,Tips,Tips,Tips,Positive influences of poverty on ones life may include: develop ones ability to face hardships in life; help one to build self-esteem; strengthen ones wi

49、ll to do better; 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: the spirit of service; the standard of service; the goals of service; the forms of service, etc.,2. Do you agree with Schultz

50、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 diminished when money is invo