Tips
UNIT
3
4
Being entrepreneurial
Section B Building the dream of Starbucks
Objectives
To master the reading skill
To understand the text
To practice the phrases and patterns
To learn about writing a book report
Section
B Building the dream of Starbucks
Contents
Section
B Building the dream of Starbucks
Warming-up
1. Have you ever gone to Starbucks for coffee?
What coffee do you like best?
2. What impresses you most when you drink beverage in Starbucks?
Back
1. Have you ever gone to Starbucks for coffee?
What coffee do you like best?
Caffè Mocha
Caramel Macchiato
Caffè Americano
Caffè Latte
Cappuccino
Espresso
2. What impresses you most when you drink beverage in Starbucks?
Tasty and smooth coffee flavor
Professional coffee making process
Meticulous service
Comfortable drinking environment
Convenient online service
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 ?
1. How many American multinational corporations do you know? Can you introduce some briefly in class?
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 grainbased snack foods, beverages, and other products.
1. How many American multinational corporations do you know? Can you introduce some briefly in class?
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.
2. How much do you know about the American daily newspaper The New York Times ?
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”.
UNIT
3 Building the dream of Starbucks
Reading Skills
Recognizing signal words of time
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
Adverbs first, second, third
Function words later, subsequently, finally, eventually, meanwhile when, while, as, before, after, now, then, next
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 ( 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 pickups 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)
Example and Explanation
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.
Recognizing signal words of time
Practice
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
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.
Section
B Building the dream of Starbucks
Text Study
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)
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。
2. What was Schultz’s early life like? (Para. 2-3)
In 1953, he was born and grew up in an extremely poor family
When Schultz was seven, his father broke his ankle and lost his job
In the ensuring months, the family was too poor to put food on the table.
During his youth, he was hounded by the shame of his family’s
“working poor” status.
Different types of time signal words could add to the variety of writing and avoid repetition.
3. Listen to the tape and fill in the blanks.
Q: What is the positive influence of Schultz’s poor status? (Para. 4)
Northern Michigan University in 1975. He was the
4. How did Schultz build his dream of Starbucks? (Para. 5-6)
Match work
In 1983
Schultz purchased and restructured the Starbucks Coffee Company as the
Starbucks Corporation.
In 1987
In 1992
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。
5. How did Starbucks expand its business scale outside the northwestern part of American?
(Para. 7) 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, 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.
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)
Schultz does not put on an air of superiority or arrogance.
He simply behaves in a very humble way.
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。
7. Why did Schultz’s employment policies attract considerable attention? (Para. 9)
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.
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。
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)
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.
made Starbucks a well known coffee retailer in the world.
Like many great entrepreneur, Howard he was born and grew up in an extremely poor family.
American way of life in the coffee bars of Milan. In
1987, Schultz purchased the Starbucks Coffee
Starbucks Corporation.
Schultz’s premium coffee bars were an instant success, acting as a stimulus and part of world. The key to his success lies in his employment policies.
He gave Starbucks’ and creates a significant numerical payoff for
Starbucks. One thing he regretted for the rest of his 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.
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
4. go public
构想；设想
公开发售股票，上市; 公开
5. adjacent to
6. a trace of
7. be eligible for
8. be critical to
与……毗连；与……相邻近
微量；少许；些许
符合条件做某事；有资
格享有某物
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 短语逆译 in / within / over a span of
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
( 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.
被…所烦扰 短语逆译 be hounded by
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
(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.
构想；设想 短语逆译 conceive of
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
( immensely ambitious / win power for )
He was immensely ambitious but unable to conceive of winning power for himself.
（公司）公开发售
股票，上市; 公开
短语逆译 go public
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
( secure extra capital / enhance corporate visibility )
The company is considering going public in order to secure extra capital and enhance corporate visibility.
与……毗连；
与……相邻近
短语逆译 adjacent to
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
( detect from / narrow strip / to the track of )
Radiation is only detected from a relatively narrow strip adjacent to the track of the vehicle.
微量；少许；些许 短语逆译 a trace of
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
( unmoved / on his lips / displeasure )
His face was unmoved, but on his lips there was a trace of displeasure.
符合条件做某事；
有资格享有某物
短语逆译 be eligible for
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
( non-citizen / financial aid / top grades )
As a non-citizen, she was’nt eligible for financial aid, despite her top grades.
对……至关重要 短语逆译 be critical to
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
( innovation and technical capability / competitiveness / productivity )
The scientific knowledge, innovation and technical capability are critical to maintaining the nation’s competitiveness and productivity.
使某人颓丧；使某
人沮丧
短语逆译 beat sb. down / beat down sb.
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
( 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.
恳求某人（做某事） 短语逆译 plead with sb. (to do sth.)
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
( ponder the reconciliation agreement / pull back from confrontation. )
They plead with him to ponder the reconciliation agreement and pull back from confrontation.
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…”。
原句译文
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。
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 ）
句型提炼
With impressive velocity, sth. has/have grown into … in a span of …
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……” 。
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
( 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.
原句译文
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。
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 …
应用提示
用于表达 “做某事成功对其他相关方面
的激励和影响” 。
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
( 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.
原句译文
他 从未因为 太过习惯于成功 而 忘却自己劳
动阶层的根基。
逆译练习
He has never grown accustomed to success enough to forget his workingclass roots. (Para.10, L4 ）
句型提炼 never + adj.
+ enough to do sth.
应用提示
用于表达 “永远也不会…到（甚至）去
做…” 。
典型例句
再强的人也无法强到永远都做主人。
意群提示
( The strongest / master )
The strongest is never strong enough to be always the master.
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
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?
1. In what way(s) can poverty influence one’s life positively?
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.
2. Do you agree with Schultz that service is an art?
Why or why not?
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 that service is an art?
Why or why not?
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.
3. In your opinion, what is an ideal relationship between employers and employees?
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.
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?
1. Do you think the service model of Starbucks fits the Chinese way of life well? Why or why not?
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.
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.
Section
B Building the dream of Starbucks
Comparative Study
1. Compare the valuable qualities of successful entrepreneurs in Text A and Text B.
2. What qualities are most important to a successful entrepreneur?
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
Qualities of successful entrepreneur in Text B
1.
Commitment and dedication
2.
Soft-spoken way
3.
Timid manner
4.
Firmly committed personality
5.
Unconventional employment policy
2. What qualities are most important to a successful entrepreneur?
An unwavering passion;
Open-mindedness;
The desire to be an expert;
A forward-looking approach;
A constant flow of ideas;
Strong work ethic.
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.
1. What are the typical language features of the two texts?
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.
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.
Section
B Building the dream of Starbucks
Unit Project
Writing a report
Writing a report
Writing a report on starting one’s own business
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.
Writing a report
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 on starting one’s own business
2. Form small groups of four or five . Interview your group members for their choices. Find out their reasons.
Writing a report
Writing a report on starting one’s own business
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
Writing a report on starting one’s own business
4. Prepare a group report based on your discussion and present it to the class .
Section
B Building the dream of Starbucks
