新编剑桥商务英语(高级)第三版9.1.doc
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9.1
Innovation
VOCABULARY
Describing
products
1
Do you agree
with this quotation?
‘When the product
is right, you don’t have to be a great
marker.’
Lee Iacocca, former
CEO of Chrysler
2
Look at the
pictures below. Describe them, using the words in
the box.
bulky
fast
state-of-the-art
poor
old-fashioned
basic
unwieldy
efficient
dependable
inexpensive
small
time-consuming
practiced
innovative
up-
market clever
unoriginal
erratic
over-
priced
impractical
Now
complete the table using the words in the box.
Positive quality
Similar
quality
Negative quality
1 a
functional tool
practical
2 a near solution
unwieldy
3 a modern design
4 a value-for-
money product
5
a reliable machine_
erratic
6 a professional service
efficient
7 a
revolutionary idea
unoriginal
8 a quick process
9 a luxury product
10
a
compact
piece
of
equipment
3
Choose
six
items
from
the
table
and
think
of
examples
from
your
own
experience for each one.
Deleting ‘spam’ from your email
inbox is a time-consuming process.
Market research
4
9.1
Listen
to
this
example
of
a
telemarketing
call.
What
is
the
marketer
trying to find out?
5
Work
with
a
partner
and
act
out
similar
conversations.
Use
the
list
below
and add two more
brands of your own.
Brand
First-hand
Positive
Negative
experience
impression
impression
Dell Computer
Google
Mercedes Benz
The Post Office
GRAMMAR Collocations: verb +
preposition
6
Look
at
these
expressions
used
to
describe
a
new
product.
Put
the
correct
preposition in each gap.
0
It is designed
to
withstand
high
5 It will appeal _______students.
temperatures.
6 It complies
_________industry
1 It retails ________$$20.
standards.
2It
consists _______two main parts.
7 It is sold mainly________ hardware
3 It comes ________two
different sizes
stores.
4 It is
aimed ________the youth market.
8 It runs______ mains electricity.
7 Think of a product and
use four or five of the expressions in the
exercise 6 to
describe
it.
See
if
your
partner
can
guess
what
the
product
is
from
these
statements.
They retail at
about $$40. They come in a range of sizes and
colours. They are aimed at
the youth
market mainly, although some older people wear
them too. They are sold in
sports. They
are designed to be light and comfortable.
(Answer :training shoes)
LISTENING
A
product presentation
8
9.2
You
work
for
Greenscope,
a
company
that
makes
gardening
products.
You will hear one
of your colleagues, a product manager, presenting
a product he
thinks
will
revolutionise
your
business.
The
first
time
you
listen,
complete
the
notes.
1
Name of
product:______________________
2
Function:__________________________
3
Target market:_________________________
4
Retail price:_______________________
9
9.2 Listen
again and answer the questions below.
1 What kind of products would he prefer
to sell?
A
Luxury products.
B
Basic products.
C
Products which
fulfil a real need.
2 How did the
inventor get the idea?
A
He kept over-
watering his plants.
B
He had no-one
to care for his plants when he was away.
C
His apartment wasn’t a good place for
growing plants.
3 How have
the R&D department improved the original idea?
A
It has a bigger capacity.
B
It
can be programmer to water plants more precisely.
C
It comes with detailed plant care
instructions.
4 Which market will
Plant-carer be targeted at ?
A
The general public.
B
Amateur
gardeners.
C
Professional
gardeners.
5
What does he think is the significance of this
product to the company?
A
It will be as
successful as the iPod was.
B
It
will help them through a period of change.
C
It
will give the company a big boost.
READING
1
Which of these
statements about innovation do you agree with?
1 ‘Innovation
comes from the producer
–not
from the customer’.
W.
Edwards Deming, business advisor and author
2 ‘Unless we’re in touch with our
customers, our model of the word c
an
diverge from
reality.
There’
s no substitute for innovation,
of course, but innovation is no substitute
for being in touch,
either’.
Steve
Ballmer, CEO Microsoft
2
Take five minutes to read
the article on innovation, on page 89, taken from
a
business
newspaper.
Is
the
author
saying
companies
should
spend
less
on
research and
development(R&D)?
Exam
Success
Read the statements quickly
first before reading the article. It will increase
your
curiosity about the content of the
article.
3
Study
the article again and answer these questions.
●
Which paragraph (A, B, C, D
or E )does each statement(1-8)refer to ?
●
Next to each statement mark
one letter(A,B,C,D or E).
●
You will need to use some
of these letters more than once.
1
You
have
to
be
sure
your
innovation
will
last
and
can
go
on
differentiating
your
offer.
2 You can innovate
with services and business processes as well as
with products.
3 Managers are wrong to
see innovation as the answer to business growth.
4 Innovations are only successful if
consumers like them.
5 Companies who
start to innovate must be brave enough to go all
the way.
6 You ca
n’t measure
the success of a company’s innovations
by its R&D expenditure.
7
Companies
innovate
because
they
want
to
do
something
different
from
their
competitors.
8
There
is
no
fixed
amount
you
should
spend
on
innovation
in
order
to
be
competitive.
4
Find these phrasal verbs
in the text. Then match each with a
definition(A-E).
1 to come up with
A
to finish the job
2 to keep up with
B to think of
3
to see something through
C to adopt /to begin to use
4 to take something up
D to stay at
the same level as
5 to stand up to
E to be able to resist
5
Work with a partner and
answer these questions.
1 Have you ever
come up with an idea for a new product or service?
2
Do
you
keep
up
with
developments
in
computing
and
telecommunications