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BUSINESS ENGLISH

BUSINESS ENGLISH. CHAPTER ELEVEN, BOOK FOUR. 1. 2. 3. 4. Background Case. Reading Activities. Speaking Activities. Writing Activities. Competition. Warm-up Questions. GCR What makes the U.S. the most competitive economy? What is GCI index ？. Rankings

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BUSINESS ENGLISH

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  1. BUSINESS ENGLISH CHAPTER ELEVEN, BOOK FOUR

  2. 1 2 3 4 Background Case Reading Activities Speaking Activities Writing Activities Competition Chapter 11 Book 4

  3. Warm-up Questions GCR What makes the U.S. the most competitive economy? What is GCI index？ Rankings What are the factors that determine GCI rankings? How can China improve its GCI ranking? Background Case Chapter 11 Book 4

  4. Sentences Backdrop Phrases Words Reading Passage Chapter 11 Book 4 Bing and Google Rivalry Language Points

  5. Background Information Chapter 11 Book 4 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.

  6. Background Information Chapter 11 Book 4 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”

  7. New Words Chapter 11 Book 4 1. plummet 2. lucrative 3. vow 4. franchise 5. relegate 6. premise 7. tracker 8. renaissance 9. buff 10. laggard

  8. plummet Chapter 11 Book 4 • 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.

  9. lucrative Chapter 11 Book 4 • lucrative producing a large amount of money; making a large profit: 获利多的, 赚钱的 The company has doubled its profits since plugging into lucrative overseas markets.

  10. vow Chapter 11 Book 4 • vow to make a formal and serious promise to do sth or a formal statement that is true: She vowed never to leave him again. They vowed eternal friendship.

  11. franchise Chapter 11 Book 4 • franchise an authorization to carry out specified commercial activities 特许经营权，此处指微软专售产品 These coastal citiesare full of shopping malls and fast-food franchises.

  12. relegate Chapter 11 Book 4 • 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.

  13. premise Chapter 11 Book 4 • premise an assertion or proposition which forms the basis for a work or theory 前提；出发点 American justice works on the premise that an accused person is innocent until they are proved guilty.

  14. tracker Chapter 11 Book 4 • 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 trackerapplication to enter individual grades for each assignment, projectin all your classes for the semester.

  15. renaissance Chapter 11 Book 4 • renaissance a rebirth or revival: Since the 1980's there has been a renaissance of interest in Chinese classical culture.

  16. buff Chapter 11 Book 4 • buff someone who has a strong interest in…: The market for magazines for computer buffs is growing all the time.

  17. laggard Chapter 11 Book 4 • 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.

  18. Useful Phrases Chapter 11 Book 4 • to have deep pockets • be in for • be prone to • to lose/gain traction • a litany of

  19. to have deep pockets Chapter 11 Book 4 • to have deep pockets another way of saying being rich Expensive restaurants such as Masa and Alain Ducassein New York City are for those with deep pockets.

  20. be in for Chapter 11 Book 4 • 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..  

  21. be prone to Chapter 11 Book 4 • be prone to 有……的倾向；易于…… • You may be more prone to an alcohol-induced headache after a night of drinking.

  22. to lose/gain traction Chapter 11 Book 4 • to lose/gain traction the 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.

  23. a litany of Chapter 11 Book 4 • 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.

  24. Difficult Sentences Chapter 11 Book 4 • 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。

  25. Difficult Sentences Chapter 11 Book 4 • 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。

  26. Difficult Sentences Chapter 11 Book 4 • “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。”

  27. Difficult Sentences Chapter 11 Book 4 • 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。

  28. 2 3 1 Windows OS: - Does your computer run Windows OS? - What do you do when the computer becomes slow or crashes? Google OS: - Have you tried other Oss? - Do you think Google Chrome OS stands a chance of challenging Microsoft? Your choice: - What is the advantage of Google OS over Windows OS? - Would you give up windows and switch to Chrome? Speaking Activities Chapter 11 Book 4

  29. Corp Strategy Draft a copy of business strategies for Google, which includes: - Why is a strategy needed? - What are the competitive advantages for Google OS? Add Your Title 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. Writing Activities Chapter 11 Book 4

  30. Thank You ! Business English

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