Section B 4 3 UNIT Building the dream of Starbucks To master the reading skill To understand the text To practice the phrases and patterns To learn about.

Section B

4

3 Being entrepreneurialUNIT

Building the dream of Starbucks

Building the dream of Starbucks

To master the reading skill

To understand the text

To practice the phrases and patterns

To learn about writing a book report

Objectives

Warming-up

Reading Skills

Text Study

Comparative Study

Contents

Unit Project

B Building the dream of Starbucks Section

Warming-up

Lead-in

Background Information


Video Watching

1. Have you ever gone to Starbucks for coffee?

What coffee do you like best?Tips

Tips

2. What impresses you most when you drink

beverage in Starbucks?

Back

Caffè Mocha

Caramel Macchiato

Caffè Americano

Caffè Latte

Cappuccino

Espresso

Tips

1. Have you ever gone to Starbucks for coffee?

What coffee do you like best?

Tasty and smooth coffee flavor

Professional coffee making process

Meticulous service

Comfortable drinking environment

Convenient online service

2. What impresses you most when you drink

beverage in Starbucks?

Tips

1. How many American multinational corporations do

you know? Can you introduce some briefly in class?

2. How much do you know about the American

daily newspaper The New York Times?

Tips

Tips

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, marketing and distribution of grain-

based snack foods, beverages, and other products.

1. How many American multinational corporations do you

know? Can you introduce some briefly in class?

Tips

Kraft Foods Kraft Foods adopted the name Mondelēz 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 snack and food brands of the formerKraft Foods Inc., manufacturing and marketing chocolate, biscuits, gum, confectionery, coffee, and powdered beverages.

Tips

1. How many American multinational corporations do you

know? Can you introduce some briefly in class?

It is an American daily newspaper founded and

continuously published in New York City since 1851.

As of 2014, The New York Times has won 114

Pulitzer Prizes. The paper’s website is one of

America’s 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

That’s Fit to Print” and its website has adapted the

motto to “All the News That’s Fit to Click”.

2. How much do you know about the American daily

newspaper The New York Times?

Tips

Reading Skills

Presentation of the Skill

Reading Skill Practice

3 Building the dream of Starbucks UNIT

Signal words of time help the

reader keep track of important details

or stages of an event. They are

especially important for narrative or

biographical writings.

Recognizing signal words of time

The following are some types of such signal

words and their examples.


Numerical words first, second, third

Adverbs later, subsequently, finally, eventually, meanwhile

Function words

when, while, as, before, after, now, then, next

Apart from using numerical words, adverbs and various function words as signals of time, some other types of signals, such as verbs, infinitives ( 动词不定式 ), 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.


Example and Explanation

Every night several hundred planes bearing a purple, white, and orange design touch 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 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 system 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.


Practice

Para. 5: prepositional phrase, 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. In 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.


Text Study

Text Comprehension

Language Focus

Critical Thinking


1. What do you know about Howard Schultz and his coffee company Starbucks according to paragraph 1? (Para. 1)

2. What was Schultz’s early life like? (Para. 2-3)3. What is the positive influence of Schultz’s poor status?

(Para. 4)4. How did Schultz build his dream of Starbucks? (Para. 5-6)5. How did Starbucks expand its business scale outside the

northwestern part of American? (Para. 7) 6. 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)

7. Why did Schultz’s employment policies attract considerable attention ? (Para. 9)

8. What did Schultz mean by saying “I got to build the kind of company that my father never got to work for.”? (Para. 10)

1. What do you know about Howard Schultz and his coffee

company Starbucks according to paragraph 1? (Para. 1)

Tips 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 3,000 locations worldwide. As the founder of Starbucks, Schultz’s 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 a snapshot with a Starbucks brew in his hand. (Para. 1, L4)解释 : 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 hand.译文：截至 2000 年，它旗下的咖啡店已经遍布世界三

千多个角落。就连美国前总统比尔 · 克林顿也被人拍到手捧星巴克咖啡的照片。

Tips

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 family’s “working poor” status.

2. What was Schultz’s early life like? (Para. 2-3)

NoteDifferent 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 1975. He was the

first person in his family to _____________ college

as none of his ____________ had training beyond

_______________.

3. Listen to the tape and fill in the blanks.

Q: What is the positive influence of Schultz’s poor

status? (Para. 4)

Tipsescape from

athletic scholarship

graduate frompredecessors

vocational school

TipsSchultz purchased and restructured the Starbucks Coffee Company as the Starbucks Corporation.In 1983

In 1987

In 1992

4. How 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 Schultz’s phenomenal coffee business began growing.

原句：Schultz’s premium coffee bars 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 ）解释 : 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.译文：舒尔茨创建的高端咖啡厅立即获得了成功，这刺激了星巴克乃至全球整个咖啡产业的迅速成长和发展。

developed new business with /established/

formed a partnership with/entered into a

licensing agreement with/developed a

relationship with

Tips

5. How did Starbucks expand its business scale

outside the northwestern part of American?

(Para. 7)

Tips In Chicago, the company’s 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 developed 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.

6. 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)

Tips

原句：When 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)解释 : When Starbucks opened its first shop in New York, it was just like coming back home for Schultz. But he did not behave in a way as if to show that he was the most successful person in the coffee industry.译文：星巴克在纽约开第一家分店对于舒尔茨来说是回归故里，但他并没有摆出一副咖啡行业王者的姿态。

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, which provides Starbucks

with a more dedicated workforce and a

significant numerical payoff.

7. Why did Schultz’s employment policies attract

considerable attention? (Para. 9)

Tips

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 employees is critical to building a sturdy workforce. (Para. 9, L15)解释 : 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 employer’s sincere care about his workers is greatly important to building a strong workforce for the company.译文：就在其他企业通过削减福利来节省成本之时，舒尔茨，虽然生长在一个没有任何医疗福利保障的家庭，却仍然坦言自己的信仰，即真诚地关心员工对建立一个坚实的员工队伍是至关重要的。

Schultz built a company that provides good

benefits to the employees, but his father had

never had a chance 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.

8. What did Schultz mean by saying “I got to build the

kind of company that my father never got to work for.”?

(Para. 10)

Tips

With impressive _______, Howard Schultz has

made Starbucks a well known coffee retailer in the

world. Like many great entrepreneur, Howard

Schultz 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

Starbucks Coffee Company in Seattle and

_____________ as the

velocity

harsh

escape from

graduate

Smith and Luis

conceived of

restructured

Starbucks Corporation. Schultz’s 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 his 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 chance 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

Practical Phrases Specific Meanings

1. in / within / over a span of 在……时间里 2. be hounded by 被……所烦扰3. conceive of 构想；设想4. go public 公开发售股票，上市 ; 公开5. adjacent to 与……毗连；与……相邻近6. a trace of 微量；少许；些许

7. be eligible for符合条件做某事；有资格享有某物

8. be critical to 对……至关重要9. beat sb. down/beat down sb. 使某人颓丧；使某人沮丧10. plead with sb. (to do sth.) 恳求某人（做某事）

在……时间里

(with the success of/ went from … to…)

With the success of Harry Potter, J. K. Rowling went

from depending on welfare 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短语逆译

短语应用由于《哈利 · 波特》的成功， J. K. 罗琳在短短五年时间里，就从依靠福利生存变成了世界上最富有的女人之一。意群提示

被…所烦扰 be hounded by短语逆译

(led the race from start to finish / all the way )

He led the race from start to finish but was

hounded all the way by Philips.

短语应用比赛中他从头到尾都领先，但一直被菲利普斯紧追不舍。

意群提示

构想；设想

(immensely ambitious / win power for )

He was immensely ambitious but unable to conceive of winning power for himself.

conceive of短语逆译

短语应用他雄心勃勃，但是想不出自己能如何赢得权力。

意群提示

（公司）公开发售股票，上市 ; 公开

(secure extra capital / enhance corporate visibility)

The company is considering going public in order to secure extra capital and enhance corporate visibility.

go public短语逆译

短语应用公司正考虑上市，从而筹得更多的资金，提高企业的知名度。

意群提示

与……毗连；与……相邻近

(detect from / narrow strip / to the track of)

Radiation is only detected from a relatively narrow strip adjacent to the track of the vehicle.

adjacent to短语逆译

短语应用仅从汽车路两侧较窄的条带检测出射线。

意群提示

微量；少许；些许

(unmoved / on his lips / displeasure )

His face was unmoved, but on his lips there was a trace of displeasure.

a trace of短语逆译

短语应用他脸上没有丝毫表情，但嘴角流露出一丝不悦。

意群提示

符合条件做某事；有资格享有某物

(non-citizen / financial aid / top grades) As a non-citizen, she was’nt eligible for financial aid, despite her top grades.

be eligible for短语逆译

短语应用作为非公民，她没有资格享有助学金，尽管她分数很高。意群提示

对……至关重要

(innovation and technical capability / competitiveness / productivity) The scientific knowledge, innovation and technical capability are critical to maintaining the nation’s competitiveness and productivity.

be critical to短语逆译

短语应用科学知识、革新和技术能力对保持国家的竞争力和生产率至关重要。意群提示

使某人颓丧；使某人沮丧

(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 you'll be beat down by it.

beat sb. down / beat down sb.短语逆译

短语应用当幻想遭遇现实，你总会感到痛苦。要么你被痛苦击倒，要么你把痛苦踩在脚下。

意群提示

恳求某人（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.)

短语逆译

短语应用他们恳求他仔细考虑这份调解协议并退出冲突。意群提示

Functional Patterns Functions & Usages

1. With impressive velocity, sth. has/have grown into … in a span of …

用于表达“在某段时间 , 某事或某物以惊人的速度成长 / 发展为……”。

2. Sth. is an instant success / achieve great success, acting as a stimulus of …

用于表达“做某事成功对其他相关方面的激励和影响”。

3. “never + adj. + enough to do sth.”

用于表达“永远也不会…到（甚至）去做…”。

句型提炼

区区十年间，星巴克已凭借惊人的速度成长为北美最大的咖啡豆烤制商和特色咖啡零售商。

原句译文

逆译练习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 ）

With impressive velocity, sth. has/have grown into … in a span of …

句型提炼

应用提示用于表达“在某段时间 , 某事或某物以惊人的速度成长 / 发展为……”。

句型应用

(Lenovo / multinational personal technology company / personal computer manufacturer)

With impressive velocity, Lenovo, a Chinese multinational personal technology company, has grown into the world’s fourth largest personal computer manufacturer in a span of only a decade.

典型例句区区十年间，中国跨国个人技术公司联想公司已凭借惊人的速度成长为全球第四大个人电脑制造商。意群提示

舒尔茨创建的高端咖啡厅立即获得了成功，这刺激了星巴克乃至全球整个咖啡产业的迅速成长和发展。

原句译文

逆译练习Schultz’s premium coffee bars 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)

句型提炼

Sth. is an instant success/achieve great success, acting as a stimulus of …

句型提炼

用于表达“做某事成功对其他相关方面的激励和影响”。

句型应用

应用提示

(welfare system / promoting employee’s ability / devotion to)

The new reform policy and welfare system achieve great success in the company, acting as a stimulus of promoting employee’s ability and devotion to the company.

典型例句新的改革措施和福利政策在企业大获成功 , 激励员工提升自身能力，更努力的投入工作。意群提示

他从未因为太过习惯于成功而忘却自己劳动阶层的根基。

原句译文

逆译练习He has never grown accustomed to success enough to forget his working-class roots. (Para.10, L4 ）

句型提炼

never + adj. + enough to do sth.

句型提炼

应用提示用于表达“永远也不会…到（甚至）去做…”。

句型应用

(The strongest / master)

The strongest is never strong enough to be always the master.

典型例句再强的人也无法强到永远都做主人。

意群提示

1. 从事很多不同的工作

hold a variety of jobs

2.支付体面的酬劳 offer decent pay

3. 获得体育奖学金 earn an athletic scholarship

4. 建立伙伴关系 form a partnership with

5.与……合作 develop a relationship with

6.引起广泛关注 attract considerable attention with

7. 坚实的员工队伍 a sturdy workforce

8.口头上的空话 lip service

9.极低的员工流动率 a dramatically low turnover rate

10. 从记忆中抹去 scrub from one’s memory

a. The harsh memories of

those early times stayed

with him for the rest of

his life.

这些早年痛苦的记忆一直伴随着他一生。

b. The bud of inspiration for

his phenomenal coffee

business began growing in

a 1983 visit to Milan, Italy.

舒尔茨令人瞩目的咖啡生意的最初灵感源于1983 年对意大利米兰的造访。

c. Schultz credits the utilization

of such a benefits policy as the

key to the company’s growth

because it has given Starbucks

a more dedicated workforce

and an extremely high level of

customer service.

舒尔茨相信这一福利政策的切实施行是企业成长的

关键，因为此举已使星巴克拥有了更加尽心尽力的

工作团队以及至高水准的客户服务。

这些话让舒尔茨后悔终生，他期望能够将这些

回忆从记忆中抹去。 d. They were words Schultz

would regret the rest of his

life, a reminiscence he

wished he could scrub from

his memory.

1. In what way(s) can poverty influence one’s life positively?

2. Do you agree with Schultz that service is an art? Why or why not?

3. In your opinion, what is an ideal relationship between employers and employees?

Tips

Tips

Tips

Positive influences of poverty on one’s life

may include: develop one’s ability to face hardships in life; help one to build self-esteem; strengthen one’s will to do better; build one’s sympathy for the poor and weak.

1. In what way(s) can poverty influence one’s life positively?

Tips

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.


Tips

No, I don’t 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 involved.


Tips

There should be mutual respect and

trust between employers and employees.

Employers provide opportunities for

employees, and employees make good use

of the opportunities to exert their capabilities.

Tips

3. In your opinion, what is an ideal relationship between employers and employees?

Enterprise & community

1. Do you think the service model of Starbucks fits the

Chinese way of life well? Why or why not?

2. How do you understand the relationship between

enterprises and communities?

Tips

Tips

No, the service model of Starbucks, to a large extent, doesn’t fit our Chinese way of life. Broadly speaking, we Chinese have a different pace of life, a different preference for drink, and a different social style. The differences in culture, custom and tradition may hinder Starbuck from going further in some suburban area or communities.

Tips

1. Do you think the service model of Starbucks fits

the Chinese way of life well? Why or why not?

Tips

2. How do you understand the relationship

between enterprises and communities?

To me, there is a mutual relationship between the two:

Enterprises have social responsibilities to fulfill, and therefore, they should contribute to communities. Communities should provide a friendly and safe environment for the growth of enterprises.

Thematic study

Comparative Study

Thematic Study

Language Features Analysis


2. What qualities are most important to a successful

entrepreneur?

1. Compare the valuable qualities of successful

entrepreneurs in Text A and Text B.Tips

Tips

1. Compare the valuable qualities of successful

entrepreneurs in Text A and Text B.

Qualities of successful

entrepreneur in Text A

1. Agreeable personality

2. Good leadership

3. Extreme frugality

4. Compelling strategy

5. Friendly and accessible

manner

1. Commitment and dedication

2. Soft-spoken way

3. Timid manner

4. Firmly committed personality

5. Unconventional employment

policy

Qualities of successful

entrepreneur in Text B

An unwavering passion;

Open-mindedness;

The desire to be an expert;

A forward-looking approach;

A constant flow of ideas;

Strong work ethic.

Tips

2. What qualities are most important to a

successful entrepreneur?

Based on your study of

the two texts, compare

the writing styles of the

two texts in terms of their

typical language features.

1. What are the typical language features of the two texts?

2. List more examples from the text to support your ideas.

Tips

Tips

1. What are the typical language features of the two texts?

Tips

As biographical writings, both of Text A and

Text B adopt techniques that give vivid and

authentic portrayal of the figures. Citing direct

quotations is one of the important techniques

used.

2. List more examples from the text to support your ideas.

Tips

Text A . Citing direct quotations : Now, so many years later, he’s still the

“captain of the ship”. Along the way, FedEx pioneered

centralization and the “hub and spoke”

system,

which has since been adopted by almost all

major airlines.

Unit Project

Writing a report


Writing a report on starting one’s own business

Writing a report

1. Do you want to look for a job, or do you want to start your own business after you graduate from university? Read the following statements, and judge which idea each of them supports. Then decide what your choice could be between the two.

Finding a satisfactory job is so difficult now. I’ve got a really brilliant idea. I cannot wait to put it into practice. I prefer a stable job and steady income with fixed working hours. I hate to follow the eight-hour schedule and the dull routine work every day! To start one’s own business is too risky. I just want a simple life. You will never know what you can do if you don’t try. I’ll never work for other people but myself. I’ll work in a company and gain some experience first before starting my own business in the future. I would prefer to __________________________.

Writing a report


Writing a report

2. Form small groups of four or five. Interview your group members for their choices. Find out their reasons.


Writing a report

3. Discuss with your group members what things one should consider if he wants to start a business. You can focus on the following points: What kind of business to start Need or demand of the present market for it Similar companies in this field Things to prepare for the business (knowledge, experience, potential workmates, etc.) Difficulties that one might face Help that one may need (financial, technological, managerial, etc.)


Writing a report

4. Prepare a group report based on your discussion and present it to the class.

The End


Section B 4 3 UNIT Building the dream of Starbucks To master the reading skill To understand the text To practice the phrases and patterns To learn about.

Documents

starbucks coffee company

coffee company starbucks

cs coffee

coffee houses

numerical words

founder of starbucks

tips starbucks

starbucks corporation