学术英语（第二版）经管Unit 5

UNITCorporateStrategiesBut myfavorite partis thateight monthslater,we haveadded100,000new peoplethat arecarpoolingevery week.Now,in Chinaeverything issupersized,and sowere doing15million uberPOOLtrips permonth;thats500,000per day.And ofcourse wereseeing thatexponential growthhappen.In fact,wereseeing itin LA,too.And whenI talkto myteam,we donttalk about,“Hey,well,100,000users,um100,000people carpoolingevery,every weekand weredone.How dowe getthat to a millionAndin China,well,that couldbe severalmillion.And souberPOOL is a verygreat solutionfor urbancarpooling.Critical reading and thinkingTask1/Overview1self-driving vehicles2$10trillion ayear3its dominance of chauffeured ride-hailing4Autonomous vehicles5human drivers6more highlytaxed7its asset-light modelTask21One competitive advantage is that,as the first Internet company specializingin theridehailingservice,Uber has accumulated moreexperience ofinnovating theindustry than its competitors.For example,uberPOOL,which providesthe sharingof carsfor customersgoing in the samedirection,integrates privateand publictransport,thus leadingthe innovativecarsharing servicesin the market.2I thinkUber cantarget the market segmentsof self-driving services,such asthe disabled,the old,and theyoung tobring changes to thepersonal transport market.For example,Uber caninnovatethe self-driving servicein a way thatbetter meetsthe demand of thedisabled,so thatit canpossiblymaintain itsdominant position in the market.Language building-upTask1/Specialized vocabulary1新办的企业；初创公司3叫车服务5私人拼车服务2自动驾驶汽车4运输市场6低利润航空公司1Uber,a companyfounded in2009,is nowone of the worldsmost valuablestart-ups.2Self-driving carswill makeride-hailing cheaperand moreaccessible.3Ubers innovationhas broughtsignificant changesto thetransport market.4On-demand busapps enablecustomers toenjoy privateride-sharing services.5To ownand operateits ownfleet,Uber wouldlook likea low-margin airline.Task2/Academic vocabulary1accessible3infrastructure2technological5reinforced4transport7integral6consequences9dominance8enormous10devotedTask3/Collocations1When itcomes to3In the long term2opt out of5experimented with4shake up7branching outinto6depend on8in polepositionTask4/Formal English1give up3started2greatly5unclear;results4driving6profitableText BCritical readingand thinkingTask/Overview1new and innovative ways2bring thein-store andonline armsof itsbusiness3access itsproducts andservices4physical storelocations/brick-and-mortar stores5access theentire onlineWal-Mart inventory6the chanceof a customer visitinga competitorsstore7collect theiritems in-store8benefits onoffer tocustomers9draw more people intoits storesLanguage building-upTask1/Academic vocabulary1acquisition2access3constantly4commitment5significant6complementary7incentives8demonstrated9exceeded10enhanceTask2/Collocations1holding a key advantage over2alternative to3accelerate growth4give upon buying5come upwith6compete with7resulted in8commitment toperformingViewing---------------------------------------------------------Taskl1But2So;And fortunately;because3And so4So5But6Thats what;But inrealityTask2IT2F3T4TScriptsSo whatIm doingis athought experiment.Now youmay knowof orhave readthis bookby thisguy.Its probablythefirstand maybe the onlybestseller everwritten abouteconomics.And youprobably knowa bitabout whatit says.It talksabout hownations allover the worldwill prosperthrough theindividual pursuitof individualprofit.Individual profitwill bethemechanism for the prosperityof the world.But thefunny thingabout Adam Smith is that hewas astay-at-home kindof guy.He actuallynever wentfurther fromEdinburgh thanFrance andSwitzerland.So mythought experimentis toimagine whatwould havehappened ifAdam Smithhadvisited Africa.And fortunately,there/s actuallyan easyanswer,because theArab lawyerandtraveler IbnBattuta traveleddown theeast coastof Africain the14th century,and whathe foundwhenhe gotto Mogadishuwas amarket,and hewrote aboutit.And basically,merchant shipscameto the harbor,and they werent evenallowed toland.They had to dropanchor in theharbor,andboats cameout to them,and localspicked themand said,“You aremy guest,I amnow yourbroker/And theyhadto do businessthrough thelocal broker,and if they wentaround thatand didntdobusiness through the broker,they were,they couldgo tocourt,and thedeal would be canceled,andthey would be thrownout oftown.And throughthis mechanism,everyone prospered.And soif that〃was Adam Smith,he mightlook likethis guyand say,Ah!Thats amutual aidsociety.Thats ashare-the-wealth freemarket//And whenI putthis questionto Christian,he respondedthat ifAdamSmithhad come to Africa,there wouldhave beena sharingeconomy longbefore Airbnband Uber.And that/s true.So if weput thisto worktoday,it wouldbe veryinteresting.There wouldbe a lot ofmoney flowinginto thecountries.So theinteresting thingis thatthis mutualaid economystill exists,and wecan findexamplesof itin thestrangest places.So,this isAlaba InternationalMarket.And itsthe largestelectronicsmarket inWest Africa.And its10,000merchants,they doabout fourbillion dollarsofturnover everyyear.And they say they are ardentapostles ofAdamSmith:Competition isgreat,were allin itindividually,and governmentdoesnt helpus.But theinteresting realityisthatwhen Iaskedfurther,thats notwhat grewthemarketat all.Theres abehind-the-scenes principlethatenables this market togrow.And theydo claim-you know,this isan interestingsort ofjuxtapositionof theKing JamesBible andHow ToSell Yourself.Thats what theysayis theirmessage.But inreality,thismarketis governedby asharing principle.Writing----------------------------------------------------------TasklIn short,reputation isa necessarybut notsufficient conditionfor excellence[Claim]because acompanyalso needsa strongbrand.[Reason]This explainswhy attemptsto correlatemeasures ofcorporatereputation to the creationof shareholdervalue havefailed todemonstrate aclearrelationship.[Claim]Even so,many executiveshave boughtinto thatview,and afeature articleinBusinessWeek lastsummer contendedthat theCoca-Cola Co.could boostits marketvalue by$4billion simplyby burnishingits reputationto makeit comparable to thatof PepsiCoInc.[Evidence]Similarly,Colgate-Palmolive Co.could increaseits marketvalue by$2billion merelyby havingassterling areputation asrival theProcterGamble Co.does.[Evidence]The truth,though,isthatastrong corporatereputation ismore oftenthe result of goodfinancial performancethan thecause ofit.[Refutation]In contrast,there issolid evidenceto suggestthat strong brands dogenerate superiorfinancialreturns.[Claim]Specifically,strongbrandsare characterizedby highcustomer loyalty,pricing powerand theability todrive growth.[Evidence]Put anotherway,every companymust havethree crucialqualities tosucceed over thelonghaul-legitimacy,relevancy anddifferentiation,and thattroika canbe establishedthrough afocus onreputation as wellas brandboth corporateand product.[Claim]Take,for example,General ElectricCo.The multinationalcorporation hasgarnered areputationas a dynamic,well-run organization.Asa corporatebrand,GE hasrecently movedits focusfromcustomer comfortand convenienceWe BringGood Thingsto Lifetoamore future-oriented mantraImagination atWork thatpromises creativeandinnovativeproducts.And one ofGEs productbrands-NBC-distinguishes itselffrom thecompetition with the promiseof compelling,/zmust-see,,programming.[Evidence]Thus GEhas establishedlegitimacy through the positiveaspectsof itsreputation,relevancy throughits corporatebrand anddifferentiation throughitsproduct brand.[Claim]Types ofevidence:facts reportedin magazines;examples highly-recognized in the businessworldText A-----------------------------------------------------------优步世界“我们优步吧”很少有公司提供的产品如此风行，连公司名都成了一个动词，而这只是优步的众多成就之一成立于2009年的优步目前是全球最有价值的创业公司，估值约700亿美元它的应用能在全世界超过425个城市即刻叫车，各地的出租车司机对此狂怒不已但是优步的目标，以及支撑其估值的预期还不止于此它想利用自动驾驶汽车使叫车便宜又方便，以此让人们彻底打消拥有汽车的念头优步并不满足于撼动每年一千亿美元的出租车生意，它已将目光投向更大的、全球总值约为每年十万亿美元的个人交通市场有此野心的不止优步一家大大小小的公司都意识到随叫随到的电动自动驾驶汽车有引发变革的潜力包括苹果、谷歌和特斯拉在内的科技公司都不惜重金开发自动驾驶汽车；从福特到沃尔沃，现有的汽车生产商也竞相迎头赶上一场史诗般宏大的战斗即将打响这将深深改变人们的日常生活，其深远意义不亚于汽车在20世纪所产生的影响改造交通，重塑城市，同时也大幅减少交通事故死亡人数及污染变革的车轮从短期来看，优步处于主导位置引领这场革命，因为它在专车服务市场上占据主导地位，这部分交通市场的增长将最为迅猛摩根士丹利银行的数据显示，目前叫车所占全球行车里程还不到4%,但到2030年将增至超过25虬用智能手机就能叫到一辆车不仅能让人们能打到更便宜的出租车，优步拼车这样的共乘服务将去往同一方向的乘客拼到一辆车上，模糊了私人交通和公共交通的界线赫尔辛基和其他城市已经开始试验随叫随到的公共汽车服务，以及让乘客在计划并预定行程时可将火车、公共汽车和步行及私人拼车服务结合起来的应用如果做得好，公共交通网络将延伸到能覆盖“最后一英里”，把人们直接送到家门口这会将叫车市场远远扩展到富裕的城市居民之外，而这些人是目前的主要用户不过长远看来，推动交通变革的将会是自动驾驶汽车第一批试用车辆已经上路谷歌正在其山景城总部附近的街道上测试自动驾驶汽车；一家名叫nuTonomy的创业公司最近在新加坡推出了无人驾驶出租车服务；特斯拉的电动车装配了各种各样的司机辅助技术接下来的几周内，优步也将向匹兹堡的乘客提供自动驾驶汽车叫车服务的机会（尽管仍有人坐在驾驶座位上，必要时接管方向盘）自动驾驶汽车将加强因叫车服务而解放的市场趋势，让这一服务更便宜、更便利残疾人、老人和孩子会发现到他们想去的地方变得更容易了；更多的人会选择不再拥有汽车经济合作与发展组织的一项模拟自动驾驶汽车在里斯本使用状况的研究发现，可共享的自动驾驶汽车能将汽车需求数减少80%至90%随着汽车保有量的下降，停车所需的大量空间一一在美国有些城市占到全市面积的四分之一一一可以用来建造公园和住房至于哪些公司会主导这个世界，又会有多赚钱，目前尚不明了优步不能靠目前的模式取胜依靠人类司机的叫车业务无法与满街的自动驾驶汽车抗衡但是事关生存，这一威胁激发了公司的创新凭借强大的品牌和庞大的客户基础，优步的目标是将自身打造成自动驾驶领域领先的交通服务供应商它也在涉足新的领域，如送餐服务以及用自动驾驶卡车长途运送货物这一目标有其合理性，汽车生产商欠缺优步作为服务供应商的经验，也缺乏对需求类型和客户行为的深刻理解然而开创新技术浪潮的公司并不能始终保持领先，想想智能手机领域的诺基亚和黑莓、数码相机领域上的柯达或社交网络领域的聚友网成功在很大程度上取决于哪家公司能最好地应对监管部门技术公司有着先尝试新事物，再申请许可的传统优步在打车服务上的成功就多亏了这一套，但到了自动驾驶汽车领域，规则含混不清加上技术不完善会导致致命的后果即便是对赢家而言，获利能有多少也不清楚越来越多的公司排队进入拼车市场，再加上自动驾驶汽车也加入这一行列，这门生意也许最终并没有预期的那么赚钱优步将乘客与司机匹配，其自身无需拥有一辆汽车就能提供交通服务，因此拿到了利润的大头但若如它所期望的，其服务成为城市交通基础设施不可或缺的一部分，那么优步最终可能会受到监管，被征更高的税费，被拆解，或是经历所有这一切在自动驾驶的世界，优步可能必须得拥有并运营自己的车队，逐步改变其“轻资产”的模式本想成为高利润的数字化颠覆者的优步，到时候可能会更像一家低利润率的航空公司伟大的公路赛直到目前优步仍是改造个人交通未来这场赛事的领跑者与现有的汽车生产商不同，它不需要保护汽车制造业的传统优步对未来的愿景看似合理且引人注目，但它可能会成为一家摩西公司，永远无法到达它的应许之地；也许最终它会像胡佛吸尘器公司一样，公司名称被用于命名一类新产品，但却未能真正主导该领域但无论优步自身是赢是输，我们都在通往优步世界的路上Text B沃尔玛击败亚马逊尊贵服务的战略根据《财富》世界500强排行榜，沃尔玛是全球营收最高的公司一一净收入约为4,850亿美元然而，登顶榜首意味着沃尔玛要不断探索创新方式，以保持其庞大商店网络的领先地位亚马逊最近一直在尝试涉足实体空间，这正渐渐影响到实体零售商亚马逊无人便利店正在试图彻底改变自助式便利店的概念，这使得零售巨头更想通过改变电子商务市场的方式予以回击沃尔玛为其客户提供电子商务解决方案已有一段时间了，但直到最近他们才开始认真研究如何真正创新其产品的在线访问方式最近对收购Jet.com、Hayneedle.com、Shoes.com、Moose jaw和Modcloth.com的大力宣传也表明沃尔玛致力于成为一家重要的电子商务公司不过，沃尔玛已经意识到它拥有超越亚马逊的关键优势一一凭借其全国范围的实体店网络，它可以提供在线巨头无法提供的服务亚马逊可能会把目光放在实体商店，但沃尔玛已经存在，并占据了业界顶尖的位置因此，沃尔玛正在寻找机会将其实体店和在线业务结合起来，为顾客提供获得其产品和服务的独特方式“满足客户的需求是至关重要的，当他们的生活方式越来越趋于数字化，他们的期望也随之增加，并且越来越多的购物选择无需进入商店，”沃尔玛商业发展高级总监杰夫明奇解释道“通过♦重新认识商店，在实体商店中向顾客测试新思路，我们正在改善客户体验，让他们能比以往更快捷、更轻松地获得他们所需的产品”无尽的走廊无尽走廊系统在选定商店中进行了测试，这是沃尔玛无缝集成其店内和在线购物体验的方式之一沃尔玛在店内走廊尽头安置了一个信息亭，顾客可以在此访问沃尔玛库存的完整在线信息如果顾客到某个位置寻找一个具体产品，却发现店里没货，他们只需要访问终端，就可以下订单了然后，他们可以选择到商店自提商品或送货到家服务顾客可能会因买不到想要的商品而感到失望，能够订购到商品有可能缓解他们的情绪无尽走廊概念还降低了顾客因没买到商品而转去竞争对手商店的几率一一这意味着沃尔玛可以减少丢失的商业机会沃尔玛的尊贵服务亚马逊最著名的产品之一是其尊贵会员服务尊贵会员服务是指亚马逊的客户每年支付99美元就能获得亚马逊视频和亚马逊音乐等流媒体服务，以及无限商品次日送达服务一一无需额外费用尊贵会员空中送货提供了无人机三十分钟以内送达的服务一一同样不会给用户带来额外费用一一亚马逊的竞争对手感到紧张就是很自然的事了沃尔玛已尝试用免运费会员服务与亚马逊尊贵会员服务竞争用户支付49美元就能得到无限制免运费送货服务，但由于缺乏沃尔玛顾客的参与，服务被取消，会费返还用户取代免运费会员服务的是沃尔玛推出的免运费政策，所有35美元以上的订单都能享受免费送货服务，但沃尔玛并没有放弃规划类似于亚马逊尊贵服务的做法“两天免费送货是我们为提升客户体验和加速发展而采取的众多举措中的第一步，”沃尔玛电子商务总裁兼首席执行官马克•洛尔表示，“免运费会员服务是测试我们最终想要为客户提供什么的一个好方法”沃尔玛再次意识到其最大的优势在于实体店虽然他们尝试与亚马逊尊贵服务的直接竞争宣告失败，但反向策略可能会取得更大的成功许多既有在线服务又有实体空间的公司为顾客提供了避免运费的选择方案，即把订购的物品送至当地实体店，而不送货到家当他们订购的商品送达店内可供提货时，顾客会收到电邮、短信或电话通知由于包裹最后一段的运输成本是最贵的，这个选项可以让零售商和客户都省下一笔钱，只是牺牲了一点便利性Teaching objective然而，沃尔玛还决定更进一步自2017年4月起，沃尔玛开始向选择到实体店提货的在线客户提供数千种产品的折扣折扣比例因商品而异，低价重型商品的折扣幅度最大通过让客户到店提货而享受切实的优惠，沃尔玛再一次证明它洞悉全渠道整合营销策略的价值沃尔玛并没有将电子商务和店内零售视为两个相互竞争的收入来源，而是将其视为可以互补的方式这样，沃尔玛不仅为消费者提供了一种切实可行的可替代亚马逊的方案一一在为顾客提供的优惠方面有实质的不同一一而且还吸引了更多人进入实体店，从而增加了赢得额外生意的机会最终的决定权在沃尔玛首席执行官道格•麦克米伦“收购广受关注，但我们在电子商务方面的计划并不是购买成功我们的大部分增长都是也将是内生性的，收购对一些方面起到了加速发展的作用因此，总的来说，我们在提供顾客期待的无缝购物体验方面取得了进步，我们将继续沿着这一方向发展”Upon completionof this unit,Ss areexpected toaccomplish the following objectives:•Have somebasic ideaof corporate strategies•Understand reasonsfor adoptingspecific corporate strategiesProfessional knowledge•Get acquaintedwith somespecialized vocabularyof corporatestrategies•Critical readingand thinking1Understand thestructure ofbusiness writinge.g.,evidence-based argumentation,logical reasoning2Analyze difficultsentences3Think aboutissues criticallye.g.,How canUber continueitsinnovation toensure itscompetitiveadvantagein thefutureself-driving worldReading•Language building-up1Learn the specialized vocabularyof corporatestrategies2Practice vocabularyand collocationsin academiccontexts3Study someformal languageuse•ResearchingConduct aninvestigation intoa local supermarketViewing Recognizesignal wordsSpeakingLink thepoints of the body part of a presentation•Learn tomake argumentationin an academic essayWriting•Learn to use evidenceand logicalreasoning in argumentationSuggested teaching planOverviewThis unitis designedfor sixperiods ofclassroom activities.In eachof theperiods,certain tasksare tobecompleted.Generally speaking,there maybe severaldifferent waysto explorethisunit.Here isa suggestedPeriods3-4Periods5-6Periods1-2Reading Researching:Ss presentLead-in•Check answersin Languagethe resultsof theirReadingbuilding-up,TextA investigation.•Critical readingand thinkingof Speaking:linking the•Critical readingand thinkingText B points of thebodypart of aofText AViewing:recognizing signal words presentation•Points fordiscussionAfter-class tasksWriting•Ss reviewwhat theyhave learned•Making argumentationAfter-class tasksin the twoperiods bycompleting inan academicessay•Ss reviewwhat theyhavethe Language building-up tasks.•Supporting evidencelearned in the twoperiods by•Ss preparefortheSpeakingand logicalreasoningcompleting theLanguageWriting tasks.Summary of the unitbuilding-up tasks.teachingplan.•Ss previewText BandTeaching guidesfor eachpartReadingText AATeaching stepsLead-in1Inform Ssabout somebasic factsof Uber.2Play thevideo cliptwice and ask Ss to answerthe questions in the task.3Check Ssanswers andask Ssto think about theimportance ofcorporatestrategies.T maylead intoText Aby sayingthat“you canlearn moreabout Ubers corporatestrategiesby reading〃Text A.Criticalreadingand thinking1Overview1Ask Ssto scanParas.1-2and payattention toUberscorporatestrategies.2Ask Ssto scanParas.3-5and payattention tothe analysis of Uber/s currentsituation.3Ask Ssto scanParas.6-9and payattention tothe predictionfor Ubersprospects.4Ask Ssto readthe textagain morecarefully andcomplete Task

1.2Points fordiscussion1Put Ssinto groupsof4-5to discussthe twoquestionsinTask.2Invite2-3groups tomake reportsof theirdiscussion resultsof Question

2.3Encourage othergroups tofeed backonce thepresenting groupshave finishedtheir reports.Languagebuilding-up1Specialized vocabulary1Ask Ssto workthrough Task1to reviewthespecializedvocabulary usedin thetext.2Check Ssanswers.3Draw Ss attention toKey termsfor furtherstudy atthe endof theunit.2Academic vocabulary1Ask Ssto practicethe wordsin thebox inthe academiccontext bycompletingTask

2.2Check Ss/answers.3Collocations1Guide Ssthrough Task3to helpthem graspthe frequentand usefulcollocations whichoccur inacademiccontexts.2Check Ssanswers.4Formal EnglishAsk Ssto complete Task4and checktheir answers.向Supplementary information1Nokia andBlackBerryNokia andBlackBerry wereamong thetop3of theglobal cellphone marketintheearly2000s,but theythenlost theircompetitive advantagesdue tohigh pricesand lack of designinnovation.2KodakKodak inventedthe digitalcamera inthe1970s,but itdid notplace toppriority tothe digitalbusinessuntil2003,taking muchlonger timethanitscompetitors,thus losingits polepositioninthemarket.3MySpaceMySpace wasthe mostfrequently visitedsocial networkingwebsite from2005to

2008.However,problems inthe companymanagement causedits losingout toFacebook in2008,since thenthenumber of its userssharply declined.A Languagesupport1Not satisfied with shakingup the$100-billion-a-year taxibusiness,it has its eyeon thefar biggermarketfor personaltransport,worth as much as$10trillion ayear globally.Para.1Not satisfiedwith...为过去分词短语作状语修饰语;worth as much as...为形容词短语作补足语，补充说明主句中的the farbiggermarketoParaphrase:The companyis notsatisfiedwithmaking radicalchangestothe taxibusiness,which isworth as much as$100billion ayear;it plansto haveits share of themuch largermarket forpersonaltransport,which isworthas muchas$10trillion ayear globally.2In theshort termUber isin poleposition tolead the revolution becauseofitsdominanceofchauffeuredride-hailing,a part of thetransport marketthat willsee someof thefastest growth.Para.3a partof thetransport marketthat...为补足语,补充说明主句中的chauffeuredride-hailingoParaphrase:In theshort termUber hasthe advantageof leadingtherevolution,because ithas themajorshareof the chauffeuredride-hailing market;there wouldbethefastest increaseof this part ofthetransportmarket.3As carownership declines,the enormousamount ofspace devotedto parking—as muchas a quarter ofthearea ofsome Americancities—will beavailable for parks and housing instead.Para.5asmuchas aquarter of...为插入i吾成分,补充说明主语the enormousamount ofspace devotedtoparking0Paraphrase:The largeamount ofparking space,which isasmuchaquarterof thearea ofsomeAmerican cities,w川be usedforparksandhousing,as aresultofreduced carownership.4But ifits servicebecomes anintegral partof urban transport infrastructure,as ithopes,Uber couldendup being regulated,more highlytaxed,broken upor allof theabove.Para.8asithopes为插入语成分，补充说明前句内容为Uber所期待的情况；beingregulated,more highlytaxed,broken up为并列分词结构,与end up搭配,说明可能的结果Paraphrase:Uber hopesthat itsservice makes a necessarypartofurbantransportinfrastructure;but ifitis realized,the probableconsequence couldbe thatUber wouldbe regulated,more highlytaxed,broken upor allof theabove.Text BTeachingstepsCritical readingandthinking1T maylead intoText Bby saying,“Not onlynew start-ups,but alsotraditional well-establishedcompanies areadopting innovativestrategies forstrengthening theircompetitive advantages.TextBwillshow youhow thetraditional retailgiant,Wal-Mart,competes withAmazon,akeye-commerce player,by itsnew corporatestrategies//2Ask Ssto goover thewhole text and payattention tothefollowingkey points:1Wal-Marts corporatestrategies ingeneral andin specific;2Wal-Marts key advantageover Amazon;3The endlessaisle systemand itsadvantages;4Wal-Mart primeand itsadvantage.3Guide Ssthrough thetextandfind outthe relevantinformation.4Ask Ssto completethe taskand checktheir answers.Languagebuilding-up1Academic vocabulary1Ask Ssto practicethe wordsinthebox inthe academiccontext bycompletingTask

1.2Check Ssanswers.2Collocations1Familiarize Sswiththecommon collocationsfrom thetext bycompleting Task

2.2Check Ssanswers.Researching1Guide Ssthroughthedirections of the task.2Put Ssinto groupsof4-5to conducttheir investigationofalocalsupermarket.Remind Ssthat thequestionslisted inthe taskmay helpwith their investigation.3Each groupmakesa presentation oftheirinvestigationtotheclass.4Comment onSs performance.A SupplementaryinformationAmazonAmazon,founded in1995as one oftheearliest onlinebookstores,is nowthe largeste-commerce companyinthe USand thesecond largestInternetcompanyintheworld.It nowretails the most varietyof productsonline;its subsidiariesinclude AlexaInternet,A9,Lab126,and InternetMovie Database.A Languagesupport1Amazon Gois lookingto revolutionizethe conceptoftheself-serve conveniencestore—making itonlynatural forretail giantsto wantto hitback,by takinga swingatthee-commerce market.Para.20nly表示程度，意为“只会……；更加……”；swing表示“情绪、想法、状况等改变”Paraphrase:Amazon Goexpects tocompletely changehow customersthinkaboutself-serveconvenience store;in consequence,large retailerswant evenmore tochange thee-commerce marketasawayto counterattack.2However,Wal-mart hasrealized itholds akeyadvantageoverAmazonwhich it can leverageto offerservicesthe onlinekingpin simplycannot—its nationwidenetwork ofphysical storelocations.Para.4the onlinekingpin simplycannot为定语从句，修饰中心词services;the onlinekingpin指代AmazonoParaphrase:However,Wal-mart hasrealized ithas amajor advantage,that is,its systemof physicalstoresis alloverthecountry;itcanmake thebest ofthe systemto provideretailing services,whileAmazon cannotdo sowithout sucha condition.3If a customer hascome toa locationlooking fora specificproduct,only tofind thestore doesntcarry it,they needsimply accessthe terminaland placean order.Para.80nlyto…表达失望、意外的语气，意为“不料……；竟然……”Paraphrase:Suppose thatcustomers havecometoa storeand expectto buya specificproduct,but theyfindthat the product isoutofstock;in sucha situation,customers justneed to order itonline byusingthe terminal.4Any disappointmenta customermay feelby havingnot beenable to buy theproduct theywere afterislikely tobe temperedby thembeing able to orderit.Para.9止匕句的主语较长any disappointmentacustomermay feelby havingnot beenabletobuy theproductthey wereafter；主语的结构较为复杂,其中心词为any disappointment,剩余部分acustomermay feelby...为后置修饰语，对any disappointment进行解释说明，其中theywereafter...为定语从句，修饰theproduct；being abletoorde门t为动词非谓语形式,相当于by theway thattheyareabletoorder itoParaphrase:If customerswere unabletobuytheproductthey wanted,they mayget disappointed;insuch asituation,iftheycan placean orderonline,their disappointmentwould possiblybe relieved.5ShippingPass offeredunlimited deliveryfor$49,but alackofengagement byWal-Mart customersresultedinthe service being pulled,and subscribersrefunded.Para.11the servicebeing pulled,and subscribersrefunded为动词非谓语形式，作为result in的宾语,result inthe servicebeingpulled,and subscribersrefunded相当于asaresult,the servicewaspulled,and subscriberswere refunded;pull意思为“取消;撤销”Paraphrase:ShippingPass providedunlimited deliveryfor$49,but Wal-Mart customersdid notusethe serviceasmuchas expected;asaresult,theservicewas withdrawn,and customerswhohad paidfor itwere givenback theirmoney.ViewingTeaching steps1T maylead intothispartby saying,“The practiceof sharingin economicactivities actuallyhas alonghistory.The video clip thatyou aregoing towatch willshow youits originin Africa.”2Play thevideo clipand drawSsattention tothesignalwords.3Play thevideoclipagain andask SstocompleteTask1and Task

2.4Check Ssanswers.SpeakingA Teachingsteps1Guide Ssthroughtheinstructions onlinking thepointsofapresentation.2Draw Ssattention tothetask.Ask Ssto remaininthegroups formedfor doingthe Researchingtask.Guide Ssto workout properexpressions forlinking differentsections oftheir grouppresentation.Ss canalso learntousethe listedlanguage patterns.3Walk aroundand givesuggestions onhow toimprove.WritingA Teachingsteps1Guide Ssto understandthe organizationof argumentativeparagraphs ofanacademicessay.2Draw Ssattention tosupporting evidenceand logicalreasoning.3Ask Ssto doTask1and discusstheir answersin pairs.T makesa textualanalysisofthe paragraphsassuggested answers.Draw Ssattentiontothe persuasivenessoftheevidence usedin theparagraphs.4AskSstodoTask2after class.Ss mayask atleast oneclassmate toread andgive commentsonthe bodypartoftheir essays,especially theargumentation.Reading--------------------------------------------------------Text ALead-inTask1Mass transitin cities.2To providerides thatare cheapenough thatpeople arewilling toshare them.3More peopleare gettingaround citiesin fewer cars,taking carsoff roads.And itis takingtons ofCO out2oftheair aswell.ScriptsNow,cities havebeen dealingwith thisproblem fordecades.Its calledmass transit.And eveninacitylike NewYork City,oneofthe mostdensely populatedintheworld andwhich hasoneofthe mostsophisticatedmass transitsystems intheworld,there arestill

2.5million carsthat goover thosebridgesevery day.Why isthat Well,its becausemass transithasnt yetfigured outhow toget toeverybodysdoorstep.And soback inSan Francisco,where Ilive,the situationsmuch worse,in fact,much worsearound theworld.And sothe beginningof Uberin2010was—well,we justwanted to push a button andget aride.Wedidnt haveany grandambitions.But itjust turnedout thatlots of people wantedtopushabuttonand getaride,and ultimatelywhat we started tosee wasa lotof duplicaterides.We sawa lotofpeoplepushingthe samebutton atthe sametime goingessentially tothe sameplace.And sowestartedthinking about,well,how dowe makethose twotrips andturn theminto oneBecauseifwedid,that ridewouldbea lotcheaper—up to50%cheaper—andofcourse forthe cityyou/ve gotalotmorepeopleandalot fewercars.And sothe bigquestion forus was:Would itwork Couldyou havea cheaperride cheapenough thatpeoplewouldbewilling toshare itAnd theanswer,fortunately,isaresounding yes.In SanFrancisco,before uberPOOL,we had—well,everybody wouldtake theircar whereverthe hecktheywanted.And thebright colorsis wherewe havethemostcars.And oncewe introduceduberPOOL,well,you seetheres notas manybright colors.More peopleare gettingaroundthecity infewercars,taking carsoff theroad.It lookslike uberPOOLisworking.And sowe rolledit outin LosAngeles eightmonths ago.And sincethen,weve taken

7.9million milesoffthe roadsand wevetaken

1.4thousand metrictons ofCO outoftheair.2。