Unit 7

1. Innovation Unit 7 Innovation

2. Teaching & Learning Objectives • To enable Ss to talk about “brands” • To familiarize Ss with vocabulary related to “brands” • To develop Ss’ listening and reading skills • To improve Ss’ meeting techniques • To cultivate Ss’ problem-solving ability • To enhance Ss business writing techniques by writing a memo

3. OVERVIEW Starting up: Favorite Brands Vocabulary: Brand Management Listening: What is branding? Reading: Fashion Piracy Discussion: Three Promotions Skills: Taking part in Meetings Case Study: Caferoma

4. Quotation • ‘Man will never fly, not in a thousand years.’ ---- Wilbur Wright Wilbur Wright (1867—1912) and Orville Wright (1871—1948): American flying pioneers. They built the first successful heavier-than-air flying machine. It was flown by Orville Wright at Kitty Hawk, North Carolina on 17 December 1903, for a distance of 852 feet.

5. Wilbur WrightAmerican Co-Inventor of theFirst Successful Airplane “I confess that in 1901 I said to my brother Orville that man would not fly for fifty years.”

6. Starting up A. What inventions or innovations do you associate with these names?

7. Starting up 拉斯洛·拜罗 Biro Jose Ladislao Biro was a Hungarian born in Argentina. He was an inventor, a writer, and a painter. Together with George, a chemist, he invented and patented the ball-point pen. It was first produced commercially in 1945.

8. Starting up 邓禄普 Dunlop John Boyd Dunlop was a Scottish inventor and veterinary surgeon. He made the first pneumatic tyre for his son’s bicycle and founded the Dunlop Company in 1890.

9. Starting up Edison Thomas Alva Edison was an American scientist and inventor. His inventions included the electric light bulb, a system of electric power distribution, the telephone transmitter, and the phonograph. In 1889 he founded the Edison Light Company. It became the General Electric Company.

10. 吉 列 Starting up Gillette The safety razor was patented by William Henson in 1847. King Gillette, an American, invented the disposable razor blade and founded the Gillette company at the beginning of the twentieth century.

11. Starting up 凯洛格 Kellogg Cornflakes, the first breakfast cereal was invented by John Harvey Kellogg, a US health guru. Many people copied his idea before he decided to produce and market cereals under his own name in 1906.

12. Starting up Benz Karl Benz, a German engineer, built the first vehicle driven by an internal combustion engine in 1884 (it was a three-wheeled car). At about the same time Gottlieb Daimler fitted a petrol engine to a bicycle to create the first motorbike. Their two companies merged in 1926 to become Mercedes Benz (Mercedes in honour of a major customer's daughter).

13. Starting up 胜 家 Singer Singer is known for the sewing machine - but US inventor Isaac Singer didn’t devise it. It was simultaneously invented by Walter Hunt and Elias Howe. Isaac Singer based his design on Walter Hunt’s and patented it in 1851, setting up the Singer company to exploit the patent.

14. Starting up 胡 佛 Hoover American industrialist William Henry Hoover began to manufacture vacuum cleaners when his wagon and carriage business was threatened by the advent of the car. He remained chairman of the Hoover Co. until his death in 1932. The vacuum cleaner was invented, however, JMurray Spangler in 1907.

15. Starting up Pilkington 皮尔金顿 Established in 1826, the English glass manufacturer Pilkington Brothers Ltd gained the world lead in flat-glass technology in 1959 with its float-glass process. This is now accepted as the world’s principal method of flat-glass manufacture and is licensed in countries around the world. Making glass for the world's buildings and vehicles

16. 奥的斯 Starting up Otis Elisha Graves Otis didn’t invent the lift (or elevator). It had existed for years as a device for transporting goods. Otis invented a safety device which made it possible to build passenger lifts. He patented and began manufacturing his lift in 1854, and became one of the people who made possible the skyscraper.

17. Starting up B. What are the most important inventions or innovations for you? C. The words below are often used when talking about innovation? What do they mean?

18. Starting up

19. Starting up D. Work in pairs. Ask and answer questions to guess the inventions listed in the table. You can only ask yes/no questions. eg. - Was it invented in the 19th century? - Yes. - Is it made of metal? - Partly. - Does it work with electricity? - Yes. - Do you find it in the home? - Yes. - Is it used for communication? - Yes. - Is it the telephone? - Yes, it is.

20. Starting up

21. Vocabulary Describing innovations A. Complete the table with appropriate forms of the words.

22. Vocabulary Describing innovations A. Complete the table with appropriate forms of the words.

23. Vocabulary Describing innovations B. The words below can be used to describe inventions or new ideas. Which have a positive meaning（+）? Which have a negative meaning（－）?

24. Vocabulary Describing innovations B. Positive （+）or negative （－）?

25. Discussion Strange inventions Discussion and explain your opinion of the real inventions and innovations. • The laser shaver, by Frenchman Eugene Politzer, gets rid of stubble by burning rather than cutting. • The self-extinghishing cigarette, by Danish inventor Kai Jensen, has a container of water buried near the filter tip.

26. Discussion Strange inventions • The petless leash, invented by two scientists from Illinois, can mew or bark—depending on whether you want a non-existent cat or dog. • Glow-in-the-dark toothpaste was invented in America as a road safety aid. • Ice cubes crackle louder according to the strength of your drink have been developed in Japan.

27. Discussion Strange inventions • Economy Class passengers could be carried in pressurised containers in the holds of jets, says a Washington design firm. • Chocolate shock absorbers can reduce the effects of a vehicle travelling over bumpy surface because the chocolate becomes a gel when electrified, say Michigan scientists. • A collapsible coffin which can be carried on the bus has been designed by an inventor in Zimbabwe.

28. Reading Innovation and the Market A.Pre-reading discussion • Do you think it is better to innovate or imitate products or services? • Name some companies which were innovators or imitators.

29. Innovation and the Market B.Read the first four paragraph and fill in the table.

30. Reading Innovation and the Market B.Read the first four paragraph and fill in the table.

31. Reading Innovation and the Market C. Answer the questions. 1. What is the main point made by the writer? The pioneers of inventions and innovations are often not the ones who develop their ideas into commercial successes; being first in the field is not enough.

32. Reading Innovation and the Market C. Answer the questions. 2. Several well-known companies are mentioned in the article. What reasons are given for their success? The depth of their technical expertise, the extent of their marketing skills, the fact that they are large, and that they are established companies.

33. Reading Innovation and the Market C. Answer the questions. 3. What is the connection between Disney, Ford, General Electric and Sony? 4. Look at the cartoon, what innovation does the word it refer to? Theywereall founded by true innovators. The wheel.

34. Reading Innovation and the Market D. Post-reading task: Make word partnerships.

35. Language review Passives B. The sentences describe stages in the launch of a new drug. Use the verbs in the box to complete the sentences. Then put them in a logical order.

36. Language review c. Market research was carried out. b. The drug was developed in the labs. f. A licence was applied for. h. Approval was grtanted by the authorities. e. The trials were approved by the Ethics committee. a. The drug was tested on animals. d. The drug was tested on humans. g. The results of the trails were published. i. The drug representatives were trained.

37. Language review C. Use the notes below to describe stages in the launch of a new car. Include passive and active structures. Use words first, next, then and finally. 1. design – choose 2. design – produce 3. model – build 4. modifications – make – R & D / engineers 5. design – modify 6. prototype – build 7. new engine – use – or existing engine – develop – can be very costly 8. new model – test – special tracks or roads 9. deal with problems – costly if problems serious 10. journalists – invite – test-drive model 11. reviews – write – by journalists – major newspapers and car magazines 12. model – display – famous motor exhibition – Geneva or Earls Court Motor Show

38. Language review First of all, a designer is chosen and a design is produced. From the design, a model of the car is built. Modifications are then made by the R & D department and the engineers. The original design is modified and a prototype is built. An existing engine may be used or a new engine may be developed - this can be very costly. The new model is now tested on special tracks or roads and any further problems with the design are dealt with. It is very costly if serious problems are discovered at this stage.

39. Language review If all goes well, journalists are invited to test-drive the model and write reviews of it. The reviews written by these journalists are then published by major newspapers and car magazines. Finally, the model is displayed at famous motor exhibitions like Geneva or the Earls Court Motor show.

40. Listening Presentation techniques Pamela Pickford trains business people to make presentations. Listen and decide each of the following points is true or false.

41. Listening T F 1. When preparing a presentation, try to find out what your audience already knows. 2. Everyone in your audience should be at the same language level. 3. Visit the room in which you are presenting before you actually make the presentation. 4. The first stage of your presentation is when you should get the full attention of your audience. 5. If you memorise the introduction, you will be more confident when making a presentation. 6. The whole text of your presentation should be written on postcards. 7. If you use an overhead projector, you should remember to turn it off when you don’t need it. 8. Remember that the content of the presentation is much more important than your presenting style. T T T F T F

42. Skills Presentations A.Comment on the statements. In your opinion, are they essential, helpful or unhelpful for a successful presentation?

43. Skills 1. Tell a joke at the beginning. 2. Speak more slowly than you normally do. 3. Smile a lot. 4. Involve the audience. 5. Invite questions during the presentation. 6. Always keep to your plan. 7. Move around during your presentation. 8. Use a lot of gestures to emphasise important points. 9. Read out your presentation from a script. 10. Stand up when giving your presentation.

44. Skills Ten Tips for Making Presentation • Don’t keep your eyes on your notes. • Never read anything except quotations. • If you’re not nervous there’s something wrong. • Exaggerate body movements and verbal emphasis. • Perform (don’t act); perform = ‘founir’ (to supply) and ‘per’ (for)

45. Skills Ten Tips for Making Presentation • Pause often – silence is much longer for you than for the audience. • Use humour; a laugh is worth a thousand frowns! • Be enthusiastic; if you’re not, why should they be? • Don’t try and win the Nobel Prize for technical accuracy. • KISS – Keep It Simple, Stupid!

46. Skills B. Listen to a presentation to a company’s sales team about the launch of their new chocolate bar. Tick the expressions in the Useful language box that you hear.