Unit one

1
Unit one

• ????????????????

2
Text Nike, from Small Beginnings to World
Giant

• Teaching Aim
• 1. Learn something about business in sports
• 2. Talk something about sportswear and business
  in sports.
• Important Points
• 1. Comprehend the meaning of the text
• 2. Get familiar with the key words or phrases

3
Notes

• giant ?? revenue ?? athlete ?????
• retain ?? track ?? contribute ??
• fit ??? logo ??? innovative???
• boom ?? reinforce ?? presence ??

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Notes

• principle ?? implement ??,?? strategy ??
• endorse ?? gear ?? champion ??
• move on ???? put into practice ?????
• capitalize on ?? contribute to ?????

5

• name after ??? impose on ??????
• contract out ??(???)??
• a/ones fair share of ?????
• cash in (on) ???????
• at the heart of ???
• in turn ????
• dream of ??, close to ??.

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Difficult Points

• Answer the questions about Sports and Business
  orally
• There are many new words in the text
• Translate some difficult sentences of the text
  into English or Chinese.

7
Teaching Methods

• 1. Discussing and summarizing the main idea about
  the text
• 2. Memorizing the new words
• 3. Explaining the difficult words or sentences
  and making some examples.

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Procedure

• 1. Warm-up
• 2. Text diving.
• The first part (Paragraph 14 )of the text
  questions---text---new words
• The second part (Paragraph 56 ) of the text
  questions--- text---new words
• 3. Sum up and assign homework.

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Homework.

• 1. Read the new words correctly and read the text
  fluently
• 2. Do the exercises
• Time 90 minutes
• Part One 15 minutes

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Page 1,Warming-up

• I. Brainstorming Work with your partner and
  write out words related with sports and
  sportswear.
• 1. Words or expressions related with sports
• Athletic Sports

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• race??
• relay race???
• walking race??
• middle-distance race???
• sprint??
• the 400 metre hurdles 400?? marathon???
• decathlon????
• crosscountry race???
• high jump?? long jump??

12

• triple jump/hop step and jump ???
• pole vault???
• putting the shot/shot put???
• throwing the discus???
• throwing the hammer???
• throwing the javelin???. . .

13
Individual Sports

• gymnastics?? horizontal bar??
• parallel bars?? rings??
• side horse?? weight-lifting??
• boxing??
• Greece-Roman wrestling?????
• judo?? fencing??. . .

14
Water/Ice Sports

• swimming??
• medley relay??? freestyle???
• breaststroke??
• backstroke?? diving??
• butterfly??
• water polo?? rowing??
  
  
• boat race?? canoe??

15

• yacht??
• sailing????
• surfing????
• skiing??
• downhill race?????/??
• slalom????
• ski jump????
• ice skating??
• figure skating????. . .

16
Ball Sports

• football?? soccer????
• rugby???
• basketball?? tennis??
• volleyball??
• baseball?? handball??
• hockey???
• golf???? cricket??
• table tennis???

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Other Terms

• stadium??? track?? ring? ground/field??
  pitch (??????)??,
• court??? gymnastic apparatus????
  swimming pool???,
• athletic sports????
• competitive sport????? contact
  sport??????(??????)
• individual sport??????????/????, indoor
  sport????,

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Other Terms

• outdoor sport????
• interuniversity sports???????
• national sport????
• nonball sport?????
• participating sport???????????
• team sport?????????(?????????),

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• manager???
• instructor/coach??, ????
• guide??
• trainer????
• referee/umpire??
• sportswoman/contestant/competitor/
  player/athlete ???
• professional?????
• amateur?????

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• enthusiast/fan?, ???
• favorite?????
• outsider??????
• champion?? record??
• record holder?????
• Olympic Games???????
• Winter Olympics?????????. .

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Athletic sports race, relay race, walking race, marathon, decathlon, high jump, throwing the hammer, long jump
Individual sports Gymnastics, horizontal bar, parallel bars, side horse,
Water/ Ice sports Swimming, medley relay, butterfly, rowing, canoe, surfing, slalom, figure skating.
Ball sports football, soccer, rugby, baseball, tennis, tennis, volleyball.
Other Terms Stadium, track, amateur, record holder, champion, sportsman
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2 Famous brands of sportswear

• Nike Reebok Adidas Puma Mizuno
• Fila Jansport Umbro Baleno Polo
• Li Ning Torch Wolf U2
  Athletes Feet
• Asics Mizuno Lotto Kappa New
  Balance.

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?. Pair work

• 1) Do you like sports? And what is your
  favorite sport?
• 2) What do you usually wear when you are playing
  sports? (sportswear)
• 3)Which brand of sportswear do you like most?
• ( Nike, Reebok, Adidas, Puma, Fila, Umbro, Asics,
  Mizuno, Lotto, Kappa, New Balance/Lining, Anta,
  361, Xstep, Jinak, Deerway, Kangwei, Gweat,
  Doublestar)

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?. Pair work

• 4) Have you ever tried any footwear or clothes
  made by Nike? If yes, why did you happen to pick
  up Nike?
• 5) What do you think about Nike, one of the most
  famous sportswear brands in the world?

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Part Two 10 minutes

• New words No.1-10 to the first 3 paragraphs of
  the Text
• 1. Divide the words in two groups
• No.1-10 No.11-27
• 2. Lead the students to spell the words one by
  one
• 3. Repeat the words and play translating game
• 4. Mark the words in the three paragraphs and
  recognize them.

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Part 2 (para.5-6)

• 1.Nike stays successful due to advertising and
  promotion , and its market strategy of having a
  star athlete.

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2. Review by asking some questions

• 1).In what way did Nike's founders start their
  business?
• The key comes from Paragraph 1
• Nikes founders started their business in the
  1960s by selling cheap Japanese sports shoes to
  American high school athletes at school track
  meetings.
• 2). How much money did Nike make in 1996?
• The key comes from Paragraph 1
• Nike made US6.4 billion in 1996.

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• 3). What did Onituska Tiger Company produce?
• The key comes from Paragraph 2
• It produced its own inexpensive, high-quality
  running shoes.
• 4). Who was Bill Bowerman?
• The key comes from Paragraph 3
• Bill Bowerman was Knights old college track
  coach.

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• 5). What did Knight suggest to Bill Bowerman
  after he was back from Japan?
• The key comes from Paragraph 3
• Knight suggested to Bill Bowerman that they could
  work together using their skills and interests in
  sport and business, and capitalize on the cheaper
  cost of sports shoes from Japan.

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• 6). Why did Knight and Bowerman develop their own
  brand name, Nike?
• The key comes from Paragraph 4
• Because they worried that the Japanese Company
  might find a more established distributor.

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7). Who designed the famous trade-mark logo
"Swoosh'?

• The key comes from Paragraph 4
• A local design student at Portland State
  University designed the famous logo.

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3. Language and culture focus

• 1. giant
• 1) adj. extremely large???
• e.g. What a giant of a tree!??????!
• 2) n. a man who is much bigger than usual ??
• 3) n. a person of great ability ??,????
• That company is a giant in the electronics
  industry.
• ???????????????

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• 2. revenue n. income ??,??
• Tax revenues increased last year.????????
• ???? revenue duty??
• the Public Revenue-????, ????
• defraud the revenue??, ?? a revenue officer???
• revenue sharing?(??????????????????)????
• revenue tax???

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• 3. founder n. a person who establishe something
  ???
• e.g. He is the founder of the party.?????????
• Jesus was the founder of the Christian
  religion.???????????

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4. athlete n. a person who practices athletics
???. ???athletic???/????? ???

• e.g. The school athletic meet is to be held next
  Tuesday.?????????????
• Her wiry athletic body seems
  energetic.????????????????
• He is an athletic-looking young man.?????????????

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• 5. retain to keep possession of
• e.g. This vessel won't retain water.????????
• Concentrated study will help you to retain
  knowledge.?????????????
• She retains a clear memory of her school days.
• ?????????????????
• Her memory retains everything she reads.??????

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• ????
• eliminate the false and retain the true????
• retain one's presence of mind????
• retain an appearance of youth???????
• retain these distinctions??????
• a vessel to retain water?????

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• 6. track
• 1) n. a course specially prepared for
  racing(????)????
• e.g. race track
• He runs around the track every
  morning.????????????
• 2) n. the course or line taken by something as it
  moves or travels (????)???,??
• e.g. We followed his tracks in the snow to a
  hut.
• ??????????????????????
• The train jumped the track.??????

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• 3) vt. to follow the track of.??,??
• e.g. It was not long before I tracked down the
  lost wallet.?????????????
• The hunter tracked the wolf and managed to catch
  it.?????,???????

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• 7. capitalize vt.
• 1) to use to ones advantage??
• e.g. capitalize on one's opportunity????
• She capitalized on his mistake and won the game.
• 2) ?????????
• e.g. capitalized letter????
• Please capitalize the report.????????????

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8. contribute???, ,??,??

• e.g. He never contributes to the
  discussion.????????????
• contribute to a literary journal???????
• She seldom contributes to the discussion.?????????
  ?
• 2 ) give money to??,??
• e.g. He contributed generously to the Red
  Cross.???????????
• It was generous of her to contribute
  such a large sum.????,????????

?
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• 9. impose v.
• 1) ??, ??? ??(on/upon)
• e.g. I don't want to impose on you by staying too
  long.??????,??????
• She knew she was imposed on.?????????
• 2) ? (??)
• e.g. The government imposed a heavy tax on luxury
  goods.???????????
• The present trouble was imposed on
  him.??????????????
• 3) ?....??? ??
• e.g. She imposed her ideas on the
  group.????????????????.
• Dont try to impose your wishes on
  us.???????????????

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• ????impose duties on wines and spirits?????
• impose a false article upon a person???????
• impose a tax on imports?????
• impose oneself on/upon sb. ????? ????

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• 10. contract
• 1) v. to settle or arrange by formal agreement???
• e.g.
• sign a contract????
• award a contract???(??) ??(??)??
• a breach of contract????
• keep a contract??????
• negotiate a contract????
• bind oneself by contract?????
• I'm under contract to teach here for one
  year.??????????????
• draw up a contract????
• 2)??,??
• e.g. Metals contract in cold weather.?????????

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• 11. boom n.
• 1) a rapid growth or increase
• e.g. He made his pile during the property
  boom.???????????????.
• The oil market is enjoying a boom.?????????
• It's a boom year this year.???????????
• 2) ??, ?, ?, ??, ??? ??, ???
• ????
• boom table????
• boom light???
• boom shot????????????????
• boom net???

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• 12. reinforce v. to strengthen by adding men,
  material ??
• e.g. The general reinforced the fort with more
  troops.?????????????
• This evidence reinforces my view that he is a
  spy.
• ????????????????????

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• ???? reinforce a fleet?????? reinforce
  provisions????
• reinforce a wall???? reinforced
  concrete?????
• ??? reinforcement n. ??,??
• e.g. The wall needs some reinforcement.

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• 13. dominant adj. having the most important
  place or position???????
• e.g. a dominant cliff?????
• the dominant partner of a business???????????
• The dominant influence in her life was her
  father.
• ????????????????
• Peace was the dominant theme of the
  conference.???????????

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• ???? a dominant building??????
• the dominant chord of the ninth????????
• a dominant person in the team????????
• a dominant position????

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• 14. presence
• 1)n. being in the place??
• e.g. Your presence is requested.?????
• 2) n. (?)? ????? ???
• e.g. He gets nervous in the presence of famous
  people.?????????????
• Her presence during the crisis had a
  calming effect.?????????????.

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• 3) n.??, ??, ???
• e.g. a man of no presence??????
• The speaker was a man of poor presence.??????????
• ???? in the presence of... ???, ?...??
• lose one's presence of mind ????
• saving your presence ????

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• 15. implement
• 1) v. to carry out, to put into practice??,??
• e.g. He said his plan had the virtue of being the
  easiest to implement.
• ????????????????
• It is not the proper way to implement a policy by
  force.
• ?????????????
• The actions taken to implement protocols.?????????
  ???

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• 2) n. ??,??
• e.g. What implements are needed for
  gardening???????????
• A stone implement of the Neolithic
  Period.?????????????

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• 16. strategy n. a particular plan for winning
  success in an activity ??
• e.g. I think we should work out a strategy to
  deal with this situation.
• ???????????????,?????????
• By careful strategy she negotiated a substantial
  pay rise.
• ??????, ???????????.

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• ???? business strategy ????
• economic strategy ????
• strategy and tactics?????
• ???
• strategic adj. ????,????/???,???
• strategist n. ???

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• 17. endorse vt.
• 1) to place ones signature on a contract to give
  approval of something??
• e.g. I am afraid I can't endorse your
  opinion.???,?????????
• I am afraid I can't endorse your opinion of the
  government's record.
• ???, ???????????????.

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• 2)??????? ??
• e.g. She has already endorsed the check.
  ?????????
• endorse over??(???)??????(??)
• endorse off?????????????
• ??? endorsement n. ??

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• 18. move on
• 1) to go away to another place
• e.g. We will move on to discuss the other
  question after we have solved his one.
• ?????????,????????????
• 2) continue to go on
• e.g. The soldiers shouldered their kit and moved
  on. ???????,?????
• 3) to change (to something different or new)
• e.g. I think weve talked about that subject
  enough lets move on.

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• 19. subsequentlyadv. happening at a time
  subsequent to a reference time
• e.g. They subsequently heard he had left the
  country.??????????.

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• 20. name after to give the name of another
  person in order to honor the latter ???
• e.g. The bridge is named after the sponsor.
• She was named after her grandmother.??????????????

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• 21. innovative adj.
• newly invented or introduced different from, and
  esp. better or clever than, previous ones
  ???,????

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• ???
• innovate vt. to make changes, introduce new
  ideas, inventions, etc. ??,??
• innovation n. a new idea, method/ the
  introduction of new things ???,???
• e.g. After being led by him, one innovation after
  another are showing.
• ?????,?????????????

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• 22. contract out
• 1)(of a company, organization, etc.) to
  arrange by formal agreement to have a (job,
  services, etc.) done by another company
  (??????)????(???)????
• e.g. The big company are contracting out services
  such as rubbish collection to the workers.
• ????????????(??????)?????

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• 2)refuse to pay a levy to a union for political
  use????
• e.g. You can contract out (of the pension scheme)
  if you wish.
• ?????, ????(???????)?

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Part Four 20 minutes

• New words to the rest 2 paragraphs of the Text

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Part Five 10 minutes

• Understand the rest two paragraphs of the Text
• 1. Read the paragraphs silently one by one and
  know what your difficult points are
• 2. Review by asking some questions from 6 to 10,
  No. I, Page 9

67
Questions

• 8). How did Nike reinforce its dominant worldwide
  presence in 1996?
• The key comes from Paragraph 5
• To reinforce its dominant worldwide presence,
  Nike spent US 642 million in 1996 on advertising
  and promotion.

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• 9). How do the endorsements by star players
  influence the sale of Nike's products?
• The key comes from Paragraph 6
• The endorsements by star players encouraged
  ordinary consumers to buy the sports gear of the
  stars and to dream of being champions themselves.

69

• 10). What is the essence of Nike's constant
  marketing campaign?
• The key comes from Paragraph 5
• The heart of its constant campaign is the star
  athlete.

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Part Six 5 minutes

• 1. Sum up the general meaning about the text and
  review the new words on Page 5-6 by reading
• 2. Homework
• 1) Read the new words correctly and read the text
  repeatedly
• 2) Do the exercises

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Nike???

• ?? (Nike) ????
• ????
• ????1972?
• ?????????????????????? (Athletic shoes, apparel,
  sports equipment, accessories)
• ??? Bill Bowerman (??1999?12?24???)?Philip
  Knight (??Nike???)
• ??????????,????? (near Beaverton, Oregon, United
  States)
• 1964?1?,?????????? (University of Oregon)
  ??????????? (Philip Knight) ?????????? (Bill
  Bowerman) ????? (Nike) ????????(Blue Ribbon
  Sports) ?????????? ????????????????? Onitsuka
  Tiger?????? (Bill Bowerman) ????????????(Waffle
  Pattern) ?????
• ???????

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• 1966?,????? ???????? (Trenton Ave.)
  ??????????1972?,??????????????,???????????????????
  ????????????????????,?????????? (Nike)
  ,?????????? (Greek goddess of victory) ???????
• ??? (Nike) ?????Swoosh (??????),?? (Portland
  State University) ????????????? (Carolyn
  Davidson) ?1971?????Swoosh ???????????,??????????
  NIKE ????????????????????????????

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• 1978?,????? ??????????? (Nike, Inc.) ?
• ?? (Nike) ?????????????????????????????????????,??
  ???????????????????,?????????????????,?? (Nike)
  ????????????
• 1980????50???????,????,???????????????,????????
• 1982?10?,?????????????,????? (Nike)
  ???????????????? Wieden Kennedy
  ??????,??,???????????????????????????,?
  ??????????? (Nike) ??????????

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• 1988?,WiedenKennedy ?????????? (Dan Wieden) ???
  ????????????? (Just Do It) ???????????????
  (Just Do It) ?????????? (Advertising Age)
  ??20?????5???????,???? ???????????????
  (Smithsonian Institution) ???????
• ?20??8090????????,?????????????,????
  ??????,???????????????????,???????????????????????
  ?????,??NBA?????,??????????????,??????????????????
  ?????????????,?????????????????????????? ??,?????
  ???????? ??????,?????????????????,??????????,?????
  ????????

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• 1984?,??????????5???,????????????????,??????????
  ???????????????????????????100????
• ??????????????????5??????????????????????????,????
  ??????????????????????????????????????????,?????
  ???????,??????????????
• ?????,?????????????????,?????????????,??????????
  ????????????????????????????????????????????,?????
  ???????,??????????????????????????,????????,??????
  ??????????

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The end!