BUSINESS ENGLISH CHAPTER ELEVEN, BOOK FOUR. B VWOPS SIBC, DUFE Chapter 11 Book 4 Competition Background Case 1 Reading Activities 2 Speaking Activities.

BUSINESS BUSINESS ENGLISHENGLISH

CHAPTER ELEVEN, BOOK FOURCHAPTER ELEVEN, BOOK FOUR

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Chapter 11 Book 4

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Competition

Background Case1

Reading Activities2

Speaking Activities3

Writing Activities4

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Background Case

GCR

What makes the U.S. the most competitive economy?

What is GCI index ？

Warm-upQuestions

Rankings

What are the factors that determine GCI rankings?

How can China improve its GCI ranking?

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Reading Passage

Bing and Google RivalryBing and Google RivalryBing and Google RivalryBing and Google Rivalry

Language Points

BackdropBackdrop SentencesSentencesWordsWords PhrasesPhrases

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Background Information

www.google.com

Google Inc.

Google Inc. is an American multinational public corporation invested in Internet search, cloud computing, and advertising technologies.

Google hosts and develops a number of Internet-based services and products, and generates profit primarily from advertising through its AdWords program.

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Background Information

Microsoft Bing search engine

Bing was unveiled by Microsoft CEO Steve Ballmer on May 28, 2009 at the All Things Digital conference in San Diego. It went fully online on June 3, 2009.

Bing offers search suggestions

as queries are entered and a list of related searches (called "Explorer pane") based on semantic technology.

“But It’s Not Google”

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New Words

1. plummet2. lucrative3. vow4. franchise

5. relegate

6. premise

7. tracker

8. renaissance

9. buff

10. laggard

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plummet

plummet

to suddenly and quickly decrease in value or amount; plunge骤然下落，（经济）下滑

Share prices plummeted to an all-time low.

Her spirits plummeted at the thought of meeting him again.

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lucrative

lucrative

The company has doubled its profits since plugging into lucrative overseas markets.

producing a large amount of money; making a large profit: 获利多的 , 赚钱的

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vow

vow

She vowed never to leave him again.

They vowed eternal friendship.

to make a formal and serious promise to do sth or a formal statement that is true:

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franchise

franchise

These coastal cities are full of shopping malls and fast-food franchises.

an authorization to carry out specified commercial activities特许经营权，此处指微软专售产品

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relegate

relegate

consign or dismiss to an inferior rank or position使降级；置于次要地位

Women tended to be relegated to typing and filing jobs.

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premise

premise

American justice works on the premise that an accused person is innocent until they are proved guilty.

an assertion or proposition which forms the basis for a work or theory 前提；出发点

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tracker

tracker

a search tool that helps the user to track down the history of some event, such as the price information for certain flights:

You can use this tracker application to enter individual grades for each assignment, project in all your classes for the semester.

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renaissance

renaissance

Since the 1980's there has been a renaissance of interest in Chinese classical culture.

a rebirth or revival:

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buff

buff

The market for magazines for computer buffs is growing all the time.

someone who has a strong interest in… :

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laggard

laggard

someone or something that falls behind:

The tourism industry, long a laggard in the nation’s economy, showed modest improvement for the past decade.

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Useful Phrases

to have deep pocketsbe in forbe prone to to lose/gain tractiona litany of

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to have deep pockets

to have deep pockets another way of saying being rich

Expensive restaurants such as Masa and Alain Ducasse in New York City are for those with deep pockets.

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be in for

be in for to be going to experience something unpleasant very

soon

（多指不幸事情）发生在 ..... 身上

The weather forecast says we're in for heavy rain this evening.

You'll be in for it (= She will be very angry) if you don't do what she tells you..  

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be prone to

be prone to有……的倾向；易于……

You may be more prone to an alcohol-induced headache after a night of drinking.

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to lose/gain traction

to lose/gain tractionthe grip of a tire on a road or a wheel on a rail

牵引；立足。

Google and other major American Internet companies like Yahoo and eBay failed to gain significant traction in the Chinese market.

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a litany of

a litany of a prayer consisting of a series of invocations and

supplications by the leader with alternate responses by the congregation. Figuratively, a usually lengthy recitation or enumeration of something.

The new product design is greeted with a litany of complaints from our customers in the Middle East.

He has a litany of grievances against his former employer.

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Difficult Sentences

And while no one argues that Google’s dominance is in immediate jeopardy, Google is watching Microsoft closely, mimicking some of Bing’s innovations—like its travel search engine, its ability to tie more tools to social networking sites and its image search—or buying start-ups to help it do so in the future. (Para. 5)

虽然可以肯定，谷歌的主导地位近期不会受到危胁，但谷歌对必应的一举一动都在密切关注。谷歌效仿必应的创意——例如，谷歌推出旅游搜索服务，让更多的服务与社交网站及图片搜索功能建立联系——或通过收购新企业途径以期增添相关功能。

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Difficult Sentences

The competition is a remarkable and surprising twist: Microsoft, knocked around for so long as a bumbling laggard, has given the innovative upstart Google a kick in the pants. (Para. 8)

谷歌与必应之间的角逐引人注目且出人意料。一直以来， 微软扮演的是那个跌跌撞撞的落伍者角色，却为创新异军突起的谷歌提供创新动力。

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Difficult Sentences

“A lot of these things have been in the works for a long time,” she said. “Left-hand navigation we worked on for almost two years. We wanted to make sure we had it exactly right.” (Para. 11)

“ 这些新功能的研发工作有相当一部分在很久以前就开始了。例如左侧导航功能酝酿两年之后才正式推出，是因为我们要确保做到完美。”

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Difficult Sentences

Bing’s gains have impressed analysts, who have watched Google fend off repeated assaults on its lucrative search and ad business, which accounts for some 95 percent of its revenue. (Para. 13)

分析家们对于必应在搜索市场上的表现给予高度评价。分析家们注意到，谷歌一直极力驱逐搜索广告领域的竞争对手，因为谷歌超过 95% 的收入都来自搜索广告。

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Speaking Activities

Google OS:

- Have you tried other Oss?

- Do you think Google Chrome OS stands a chance of challenging Microsoft?

Windows OS:

- Does your computer run Windows OS?

- What do you do when the computer becomes slow or crashes?

Your choice:

- What is the advantage of Google OS over Windows OS?

- Would you give up windows and switch to Chrome?

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Writing Activities

Add Your Title

Corp Strategy

Creating Checklists

Based on what you read in the text and what you discussed in the previous activity, make the following lists.

(1) A list of reasons not to give up Microsoft Windows.

(2) A list of reasons to give up Microsoft Windows.

Draft a copy of business strategies for Google, which includes:- Why is a strategy needed?- What are the competitive advantages for Google OS?

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