1、Unit 4 Great ideas,Quotation,Dr. Linus Pauling (1901-1994) American chemist, Nobel Prize Winner for chemistry in 1954 and Nobel Peace Prize Winner in 1962,The best way to have a good idea is to have a lot of ideas. You may have a lot of ideas before coming up with the big one.,Ideas are the beginnin
2、g points of all fortunes.,The man with a new idea is a crank until the idea succeeds.,The value of an idea lies in the using of it.,Ideas must work through the brains and the arms of good and brave men, or they are no better than dreams.,Ideas not coupled with action never become bigger than the bra
3、in cells they occupied.,Often the difference between a successful person and a failure is not one has better abilities or ideas, but the courage that one has to bet on ones ideas, to take a calculated risk - and to act.,Quotations about ideas,Starting up,A,Which of the following statements do you ag
4、ree or disagree with? Why?,1 There are no new ideas 2 Most of the best ideas are discovered by accident. 3 Research and development is the key to great business ideas. 4 There is nothing wrong with copying and improving the ideas of others. 5 The best way to kill an idea is to take it to a meeting.,
5、B,What should companies do to encourage new ideas?,Vocabulary,Verb & noun combinations,A,Verbs 1 exploit 3 win 5 enter 2 extend 4 make 6 see,Nouns an award c) a range e) an opening an opportunity d) a market f) a breakthrough,b,a,d,c,f,e,Make word partnerships about the benefits companies get from g
6、reat ideas.,B,Make word partnerships about the benefits customers get from great ideas.,Verbs 1 save 3 meet 5 protect 7 reduce 2 fill 4 solve 6 enhanceNouns waste c) a gap e) a need g) the status d) a problem f) time environment,f,c,e,d,g,b,a,Vocabulary,Verb & noun combinations,Great ideas are gener
7、ated in different ways. Sometimes an idea may simply be when a company an opportunity to .the product range, to offer more choice to existing customers. Or a great idea could allow a company to a market which was closed to it before. Companies which are prepared to spend a lot on R & D may a breakth
8、rough by having an original idea for a product which others later copy, for example Sony and the Walkman. On the other hand, some products are developed in response to customer research. They come from customer ideas. These productsa real need. Or the product does something similar to another produc
9、t, but faster, so it time. Some people will buy new products because the product their statusmakes them feel more important. Other people will buy any green product which waste or the environment, even if it is more expensive. If an idea is really goodperhaps the product.a gap in the marketit may ev
10、en an award for innovation.,exploits,extend,enter,make,meet,saves,enhances,reduces,protects,fills,win,Listening,Developing new ideas,Listen and answer the following questions,What kind of company is Isis?,Isis Innovation is a company owned by the University of Oxford.,What do they do?,Their job is t
11、o turn the ideas developed in the Universitys research laboratories into commercial opportunities.,How could they do this?,They do this by either negotiating licenses or by helping start new companies.,Listening,Developing new ideas,Listen to the first part of the interview and answer the questions,
12、A,1a) Where do the ideas come from?,They come from Oxford Universitys research laboratories.,1b) How does Isis turn them into commercial opportunities?,They do it by negotiating licenses or helping researchers start new companies.,2a),No, but they have started a company that uses their technology to
13、 make car bodies more quickly and more economically.,2b),Yes, they have started a company that makes beehives to help fruit production in orchards.,2c),No, but they have started a company that trains archaeologists to use computer techniques and sells them the software they need.,B,Listening,Develop
14、ing new ideas,Listen to the second part of the interview and complete the extract.,To build a company on university _, you have to bring together a number of components. The first thing you need is a _, which we help the researchers to _. We can then use this business plan to raise the _ - the cash
15、that you need to _ the business. This comes from private _.,science,business plan,write,investment,start,investors,Reading,Three great ideas,Article 1 Double your money,Alka-Seltzer is a brand name owned by the German Bayer Corporation for a line of medications sold over the counter and taken by rap
16、idly dissolving tablets that form an effervescent solution in water.,Reading,Three great ideas,Article 2 Buying without shops,Sears, Roebuck and Company is an American mid-range chain of international department stores, founded by Richard Sears and Alvah Roebuck in the late 19th century. From its ma
17、il order beginnings, the company grew to become the largest retailer in the United States by the mid-20th century, and its catalogs became famous.,Reading,Three great ideas,Article 3 Pay before you talk,Vodafone Group Plc is a mobile network operator headquartered in Newbury, Berkshire, England, UK.
18、 It is the largest mobile telecommunications network company in the world by turnover and has a market value of about 84.7 billion. The name Vodafone comes from Voice data fone, chosen by the company to “reflect the provision of voice and data services over mobile phones.,New York, USA,The 1970s,Cha
19、nge 1 tablet into 2 in the ad,Sales doubled,Mail order,1891,Created a new way of selling,Expanded fast & developed the 1st automated warehouse,Mobile phone,The UK,Got people to pay in advance with “top up” cards,Sales increased,Reading,Three great ideas,Complete the chart below,Language review,Past
20、simple & past continuous,There are two principal past tenses used to make general statements about the past: The past simple and the past continuous. The two tenses are quite different.,1 Past simple is used to talk about an event which happened at certain times in the past. Tom flew to Chicago last
21、 week. Peter visited his friends in Florida two months ago.2 Past continuous is used to express: what was happening at particular moments in the past. I was attending a lecture at 2:30 yesterday afternoon. Alice was reading a book at six yesterday evening. b) what was happening at the same time that
22、 something else happened in the past. The children were doing their homework when she arrived. Jack was studying while Dave was cooking dinner.,Language review,Past simple & past continuous,Mr. Fry Keep me posted In the early 1970s, Art Fry, a research scientist, had the idea for Post-it Notes while
23、 he was singing in his local church choir. At that time he _ (mark) the correct pages of his hymn book with small pieces of paper. The problem was they often _ (fall) out and he _ (lose) his place. At the same time, Dr. Spencer Silver, a colleague of Mr. Frys at the American company 3M, _ (do) resea
24、rch into adhesives in the Central Research Department. One day when Fry _ (use) some of a new adhesive on the edge of a piece of paper, he found that it _ (stay) where he put it. He also found he could move it to another position without damaging his book a perfect bookmark. A little later he _ (wri
25、te) a note on a bookmark and put it on a report he _ (send) to a colleague. A new way of communicating and organizing information began. Post-its have now become an essential part of office life.,Complete the story with Past Simple or Past Continuous.,marked,fell,lost,was doing,was using,stayed,wrot
26、e,sent,A,3M Company, formerly Minnesota Mining and Manufacturing Company until 2002, is an American multinational conglomerate corporation with a worldwide presence. It produces over 55,000 products, including: adhesives, abrasives, laminates, passive fire protection, dental products, electrical mat
27、erials, electronic circuits, optical films, and supply chain management software. 3M has operations in more than 60 countries 29 international companies with manufacturing operations, and 35 with laboratories. 3M products are available for purchase through distributors and retailers in more than 200
28、 countries, and many 3M products are available online directly from the company.,Background information about 3M,Language review,Past simple & past continuous,B,Research scientist, 3M,The US,Early 1970s,Use a new adhesive on a piece of paper to make a bookmark that could be moved and written on,Post
29、-its became part of office life,Complete the following chart for Art Fry,Skills,Successful meetings,A,Which of the following do you agree with? Why?,1 The best number for a meeting is six people or fewer. 2 Never have food or drink during a meeting. 3 Always start and finish a meeting on time. 4 You
30、 should sit round a table when you have a meeting. 5 A meeting must always have a leader. 6 At a formal meeting each person should speak in turn.,Meetings are a symptom of bad organization. The fewer meetings the better.,The least productive people are usually the ones who are most in favor of holdi
31、ng meetings.,People who enjoy meetings should not be in charge of anything.,Meetings - you cant live with them, you cant live without them.,Effective meetings dont happen by accident, they happen by design.,Meetings without an agenda are like a restaurant without a menu.,Always start and finish a me
32、eting on time.,Effective meetings result in a comprehensive record of the meetings discussions and decisions.,More about meetings,Who are at the meeting?,What is the agenda of the meeting?,Chairperson, Katharina, Kenneth, Nadia, Julia,Decide on the launch date, marketing strategy & targeted sales ou
33、tlet,What launch date have they talked about at the meeting?,Katharina: February or March (a gap in the market) Kenneth: May or June (a peak period for buying goggles) Nadia: February (the best time, could promote in swimming pools & opticians) Final decision: February,What are their targeted sales
34、outlet?,Specialist stores (stores that only sell sports equipment),Skills,Successful meetings,General comprehension,Skills,Successful meetings,B,Freestyle is a sports equipment company. It has developed a new type of swimming goggles. The Marketing Department held a meeting to discuss the launch of
35、the product.,1 What are the two aims of the meeting?2 Why does Katharina want to launch the goggles early in the year?3 Which months for the launch do the participants discuss?4 Which types of shops does Julia want to target?,To decide on the launch date and the marketing strategy.,She believes that
36、 the goggles are technically advanced and there is no reason to wait.,Katharina: Feb. or March. Kenneth: May or June. Nadia: February,Julia wants to target specialist sports stores.,1 Can we start, please? 2 The purpose of this meeting is to decide the date of the launch. 3 Katharina, what do you th
37、ink? 4 OK, lets hear a few more views. 5 Nadia, how do you feel about this? 6 Youre right, Katharina. Lets get back to the point. 7 OK everyone. I think on balance we agree 8 I want us to talk about sales outlets now.,Skills,Successful meetings,C,Listen again. Tick the expressions which Inge, the ch
38、airperson, uses.,Skills,Successful meetings,D,Listen again and complete the extracts.,Katharina: Im in _ of February or March. Theres a gap in the market for our products. Why wait any longer? Inge: Kenneth, whats your opinion? Kenneth: Mmm, I _ about February. Its a bit early in the year. I _ we _
39、in May or June. People go on holiday then. Nadia: The price should be high. Id say, at least 50. Katharina: _ a minute. I thought we were talking about the launch date, not about promotion or price. Inge: Which outlets do you think we should target? Julia: _ we should start with the specialist store
40、s. Thats where most swimmers buy their goggles. Inge: What _ by specialist stores, Julia?,favor,dont know,suggest,launch,Hold on,I think,do you mean,Fabtek,CASE STUDY,Introduction,Hamburg, Germany,Protean, a new type of fabric that can be used for a wide variety of products.,License other manufactur
41、ers to produce interesting new products with Protean.,Fabtek,CASE STUDY,The advantages of Protean,light, strong and long-lastingcan be made very thick or so thin that it becomes translucentcan be made in any colorextremely flexible and soft to the touchmade from fibers similar to nylon and polyester
42、fibers can be coated with metals so that the fabric can conduct electricity,Fabtek,CASE STUDY,An opportunity for Gadget Plc,Over 2,000 products, including many best-selling electronic, household and automobile products,A worldwide network of sales offices.,Come up with new ideas for using Protean,Fa
43、btek,CASE STUDY,Task,Speaking You are a member of Gadgets Product Development Department.Hold a meeting to propose ideas for exciting new products which use Protean.Choose a product which you will propose to Fabtek in order to get a licensing agreement.,Writing You are a member of Gadgets Product Development Department. Write a memo report to the CEO of Fabtek on one of the products you have chosen, outlining the products key features and saying why it presents a commercial opportunity.,Thank you!,
