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丁伟电气1021：McDonald’s Business Model: The Three-legged StoolScriptMcDonald’s Corporation (MCD) is one of the leading fast-food restaurant chains in the world, touching the lives of people every day. As the world’s largest chain of restaurants, it primarily sells hamburgers, chicken, french fries, milkshakes, soft drinks, etc.The business began in 1940, with a restaurant opened by brothers Dick and Mac McDonald. Initially, they just owned a hotdog stand. But after establishing the restaurant they served around 25 items, which were mostly barbecued. It became a popular and profitable teen hangout. Their introduction of the “Speed Service System” in 1948 established the principles of the modern fast-food restaurant. The present corporation dates its founding to the opening of a franchised restaurant by Ray Kroc on April 15, 1955.In effect, Kroc opened his first and the overall ninth restaurant in Chicago, Illinois, and gave birth to McDonald’s Corporation. In 1958, the restaurant chain sold its 100 millionth hamburger. In 1960, Kroc renamed his company as “McDonald’s Corporation”. In 1961, Kroc convinced the McDonald brothers to sell the business rights to him in the company. Thus he purchased the brothers’ equity for a s um of $2.7million and led to its worldwide expansion.As McDonald’s expands successfully into many international markets, the company became a symbol of globalization and the spread of the American way of life. Its prominence also made it a frequent subject of public debates about obesity, corporate ethics and consumer responsibility.2:ScriptSince setting up the first McDonald’s in China, the Western restaurant chain has been expanding steadily and successfully. So far, other than the home market – the United States – China is the No. 1 growth market for McDonald’s, with over 1000 restaurants and over 60,000 employees. China also represents one third of all capital expenditures in the Asia-Pacific, Middle East and Africa region, where the fast-food giant is in 37 markets. According to Skinner, vice-chairman and CEO of this world’s largest fast-food company, “We’ve been steadily growing with China for the past 20 years and are very excited for what the future holds,” he says.In 1990, McDonald’s chose Shenz hen, a pioneer Special Economic Zone in Guangdong province bordering Hong Kong, to open its first 500-seat store in the developing market. McDonald’s quickly won over the local consumers, due to its many attractions like its Ronald McDonald clown, Golden A rches or the yellow “M” logo, Big Mac, the smiling attendantsand the quick service. The success of the Shenzhen outlet prompted McDonald’s to expand its chain nationwide. And McDonald’s has not stopped from aggressively increasing the number of its outlets in China. The mainland’s fast-food market is growing at a rate of 16 percent per year.“We are going to continue our growth at a faster rate in China. China is a huge market with great opportunities for businesses around the world, and it's no different for McDonald’s,” Skinner adds.。
Follow-up practiceCai (c): May I come in?Ms. Smith (S): Yes, please.C: good morning, Madam. My name is Cai Ning. I am coming to your company for an interview, as requested.S: Fine, thank you for coming, Miss Cai. Please sit down. I am Anne Smith, Assistant Manager for the Personnel Department.C: Nice to see you, Ms. Smith.S: Nice to meet you, too. Would you like to have a cup of coffee or tea?C: tea is fine. Thank you.S: I’ve read your CV. It looks good. Now, I wonder if you can tell me more about yourself, for example, your personality.C: well, I think I’m a serious-minded girl. I’m calm and I don’t panic in a crises. I like jokes and have a good sense of humor. And I also enjoy working with all kinds of people. I can even get along with people who are bad-tempered or something like that.S: well, then, what do you consider your strengths and weaknesses?C: strengths and weaknesses? Well. I think my ability to work with all types of people is a particular strength.S: Yes.C: My weakness? Er, I suppose I’m a little bit perfectionist. I’m quite often dissatisfied with what I’ve done. I always think I can do it better or in a different way.S: I wouldn’t call that a weakness. I’d call that a strength.C: Well, apart from that, I suppose sometimes I am not patient enough.S: now, can you tell me about your past experience?C: I have six years’ financial industry experience, working for several companies. For the past two years, I have been working in an investment bank.S: What qualifications have you had for this position?C: I graduated from Peking University in 2001, majoring in accounting. I speak fluent English and I can deal with bookkeeping and accounting in English quite well.S: why did you leave your last position?C: I want to find a job that is challenging, where I can grow.S: Now, is there anything else you’d like to ask me?C: Ye. If I get this job with HDC, would I be able to work abroad in one of your overseas branches? S: Oh, yes, certainly. Our staff regularly does six-month placement in other branches.C: Oh, that’s great.S: Right, time is pressing, I’m afraid, so thank you very much for coming to see me and we’ll be in touch with you before the end of the week.C: thank you for seeing me.S: goodbye.C: bye.Part four viewing and speakingVideo 1Chen (C): good morning, Ms. Mandel.Ms. Mandel (M): good morning. Sit down, please.C: You are Chen Bo, aren’t you? I am cathy Mandel, Director of the HR Department. C: yes, I’m Chen Bo. Nice to meet you, Ms. Mandel.M: Nice to meet you, too. I’ve gone through your resume and would like to know more about you.C: thank you for your interest in me.M: to start with, would you like to tell me a bit about yourself?C: sure. I’m a senior student at Guangdong University of Finance. I expect to graduate this summer. My major is international finance.M: so, why did you choose our company?C: as far as I know, your company is one of several leading international consultant corporations which came to China after China entered WTO. I think working here would give me the best chance to use what I’ve learned at university.M: as a major in international finance, what do you think you can do in consultancy?C: well, I know how to tackle problems. For example, I know I must first analyze the problem and work out its major cause. Then I will be able to search for ways to solve it from the available data.M: sometimes data is not enough. Have you got any relevant experience in this field?C: last year, during the probationary period, I was involved in the restoration of a factory in Nanjing. I really learned a lot from the experience, especially how to assess people’s strengths and abilities.M: can you cope with hard work under pressure and in a tough environment?C: no problem. I don’t care about pressure or the environment as long as I enjoy the work.M: good. Now, do you have any questions to ask?C: Yes, I’ve got one. Are there any opportunities for Chinese employees to be transferred to the head office in New York or other branch offices around the world?M: Um, probably. I think you are likely to be sent to work in an overseas branch to get experience later on once you’ve proved your worth.C: Oh, great. If I’m accepted, I will do my best for the company.M: I wish you luck! We’ll notify you of our final decision by Friday.C: thank you, Ms. Mandel. Goodbye.M: goodbye.Video 2Wang (W1): may I come in?Mr. White (W2): Yes, please do.W1: good morning, sir. My name is Merry Wang. I’ve come for an interview, as requested.W2: nice to meet you, Miss Wang. I am Harry White, Director of the HR Department. I was expecting you. Please, take a seat.W1: thank you.W2: well, Miss Wang, you are applying for the position of Sales Manager, right? How did you know about our company?W1: I got to know your company from your TV commercials. They are elaborately designed and produced, and leave me deep impression. And in the summers of 1997 and 1998 I worked asa salesgirl for your company in Guangzhou.W2: really? That’s good. Then you must know something about our company?W1: yes, a little. Your company is very famous. Your cosmetics and skincare products are very popular with women all over the world.W2: Huh, that’s right. Miss Wang, can you tell me which university you attended?W1: Sun Yat-sen.W2: And what degree have you got?W1: I have a bachelor’s degree in business administration.W2: how is your English? You know, some staff members in our company are Americans, so conversational English is very important.W1: I passed TEM 8 at college, and I am good at oral English. I think I can communicate with Americans quite well.W2: good. I know you are now with United Butter. What is your chief responsibility there?W1: I’ve worked there for five years, since I graduated from college. Two years ago, I was appointed Brand Manager- responsible for the Panda line of biscuits.W2: why do you want to change your job?W1: I want to change my work environment, seek new challenges and broaden my experience.That’s why I want to move into sales.W2: what do you think is the most important qualification for a salesperson?W1: I think it’s self-confidence and quality products.W2: I agree with you. What salary would you expect to get here?W1: well, I would leave it to you to decide after you consider my abilities. My current annual income at United Butter is 150 thousand. But, er, … could you tell me a little more about what the job entails?W2: You would be in charge of all the sales activities, for all hair products in northeast China. This would involve market analysis, client service and development, sales promotion, and regular customer satisfaction surveys. You’d report directly to the Regional Sales Director. Do you have any other questions?W1: Yes, only one. When can I have your decision?W2: I need to discuss with other board members. We’ll notify you of our decision as soon as possible. But …to be honest, you seem to be a good candidate with the right kind of experience and personality. You’re high on my list.W1: that’s good! Thank you, Mr. White. I look forward to hearing from you. Goodbye.W2: Goodbye.Case analysisInterviewer (I): where do you see yourself in three years?Candidate(C): well, I see myself in sales, you know. I must say, I would rather like to establish myown company, you know, in my home town.I: what specifically about our company attracted you?C: well, first of all, you know, I want to leave my present company. It’s too small, and you know, I don’t like the boss. He doesn’t know how to motivate people. You know, he is also bad-tempered. You know, the job is routine and boring.I: Um…C: can I ask you a question? If I get this job, you know, would I be able to work abroad in one of your overseas branches? You know, I like travelling.I: our staff members regularly do six-month placements in other branches.C: Oh, well. That’s what I’m interested in.I: what do you think of your strengths and weaknesses?C: strengths and weaknesses? Well, that’s hard to answer. You know, I’m very humorous. I think that’s my particular strength. My weaknesses? I supposes I don’t have an, you know.I: ok. Is there anything else you’d like to ask?C: Oh, yeah. If I get this job, can I take time off for vacation? You know, I love travel.I: I’m afraid I can’t answer that.C: and also, when can you give me a definite answer about this job?I: I guess you’ll just have to wait until the end of the week. Well, I’m afraid we have to stop here.Thank you very much for coming to see me.。
Active Listening & Speaking IScript:Hi, my name is Rebecca Darnell, workforce service specialist with Contra Costa County, and today we’re going to discuss how to choose a career based on your personality. The first step is to really understand yourself and your own personality. Sometimes that’s easier said than done. There are a lot of different tools that you can utilize in order to really get a clear view or picture of your personality and your personality traits. A lot of times, our own self-assessments are not always as accurate as we think they are, so it’s important to get a clear picture of what types of things best describe you and your personality traits.They may be as simple as being an extrovert, which means that you are very social and enjoy being around people, versus an introvert, which would mean that you prefer to be more to yourself and in solitary situations. These types of personality traits are extremely important in determining what kind of career would be best for you because to be successful, you need to really be comfortable with yourself in the type of work that you’re doing.So just for an example, if you were to take a personality test and it determined that you are an extrovert, then it would be a good idea for you to look at jobs or different employment opportunities in social settings, potentially retail, or if you are to be a clerk or in a different job environment that allows you to interact with people and work in a team environment, and actually have a partnership with people where your work combined with theirs to make an end product. If that’s not something that you feel comfortable with, then you would want to explore other types of work. Possibly if you’re more of an introvert, you would maybe look at something along the lines of truck driving where you spend most of your time alone and you rely solely on your own skills and your own time frames and you really set your own schedule.So it’s important to take a look at how you fit into the job that you’re interested in because the happier you are and the better it fits with you, the more success you will have in your job search and in finding a job that’s going to make you happy.Notes1. end product: 最终产品，制成品2. time frame: 时间范围，期限3. fit into: 适应4. Contra Costa County: 康特拉科斯塔县，位于旧金山湾区的东部Active Listening & Speaking IIScript:Personality Affects Life after PresidencyWhen former president George W. Bush left the White House in 2009, he largely left the spotlight.However last year he worked alongside volunteers in Zambia to renovate a clinic that specializes in treating cervical cancer. Like other former presidents, Mr. Bush uses his fame to draw attention to issues, but says he prefers not to call attention to his own work.“I hope you don’t see much of it, because I don’t want to be in the news. In other words, I believe that quiet service is the best kind of service.”But former presidents have the ability to harness the public’s attention and goodwill. President Obama tapped Bush and former president Bill Clinton to lead a fundraising effort in 2010 after the earthquake in Haiti.“On behalf of the American people, I want to thank both of you for returning to service and leading this urgent mission.”Mr. Clinton has remained in the public eye since his presidency, pressing North Korea to release American prisoners, campaigning for his wife, Hillary Clinton, who ran for president in 2008, and founding the Clinton Global Initiative, or CGI. “CGI was designed to tackle big global challenges in bite-sized pieces.”But the elder Mr. Bush has little interest in pursuing that kind of high-profile work, preferring personal causes, says the director of the Lyndon Baines Johnson Presidential Library, Mark Updegrove. “It’s a relatively passive post-presidency. Of course, the most significant chapter in his post-presidency was when he became the father of the president of the United States.”“I think in many ways that the post-presidential activities of our former presidents are more reflective of their character than their years in office, which tend to be more insular in nature,” says Updegrove, the author of various books on the presidency.Former president Jimmy Carter’s work often focuses on health, human rights, and democracy promotion, including election monitoring. He says his life’s interests did not change when he left office back in 1981.“I would say, and I think my wife would agree, that the time we spent since the White House has been the most exciting and productive and adventurous and unpredictable and gratifying time.”Notes1. campaign for: 为……助选2. bite-sized: 很小的3. high-profile: 高调的4. in office: 执政，在位5. The Clinton Global Initiative(CGI), established in 2005 by President Bill Clinton, convenes global leaders to create and implement innovative solutions to the world’s most pressing challenges. CGI Annual Meetings have brought together more than 180 heads of state, 20 Nobel Prize laureates, and hundreds of leading CEOs, heads of foundations and NGOs, major philanthropists, and members of the media. To date, members of the CGI community have made more than 3,100 Commitments to Action, which have improved the lives of over 430 million people in more than 180 countries.6. The Lyndon Baines Johnson Library and Museum: Also known as the LBJ Presidential Library, one of 13 Presidential Libraries administered by the National Archives and Records Administration. The Library houses 45 million pages of historical documents, including the papers of Lyndon Baines Johnson and those of his close associates and others. The Library was dedicated on May 22, 1971, with Johnson and then-President Richard Nixon in attendance. The current director is Presidential historian Mark K. Updegrove.Supplementary Listening & SpeakingScript:Personality & StressYou have been circling the parking lot for what seems like an hour trying to find a parking spot. You left home extra early so that you wouldn’t be late for your class again. Aha! You finally see someone pulling out of a parking spot. You put your blinker on and wait patiently, silently praising the parking gods for your good luck. Just as the person backs out of the parking spot, from out of nowhere, another car squishes around the corner coming from the opposite direction and quickly pulls into the spot that was clearly yours.Your mouth drops open.You can’t believe what just happened. How do you react? Does your personality play a role in terms of how you respond to the stressor? To a large extent, our personality predicts how we perceive and deal with stressors and those accompanying stressful emotions.And that brings me to the question —is it possible to change our personality? In order to answer that question, let’s examine just exactly what I’m talking about when I refer to personality.It is thought that personality is made up of four components: values, which are abstract qualities that give meaning to our lives; attitudes, perceptions derived from values; beliefs, thoughts, ideas and perceptions based on our attitudes and values; and behaviors, or actions based on our values, attitudes and beliefs.So going back to the question of “is it possible to change our personality?”, let me first ask is it possible to change any of these components? Is it possible to change our values, attitudes, beliefs or behaviors? Actually it is possible to change all four of these components. But there is one component that’s the most easily influenced. This is not to imply that it is easy to change but it is the least difficult component to change compared to the other three. And that is behaviors! We definitely can change our behaviors. In fact, behaviors are considered to be the least difficult to change compared to the other three components. It is a bit more difficult to change deeply-rooted values, attitudes and beliefs. Of the four compon ents the one that’s the most difficult to change is your values, many of which are instilled at a very young age.So going back to the question of whether or not we can change our personality, if we can change our behavior which is a component of personality, then technically, yes, we can change our personality to an extent. In a sense, learning to change your personality or one component of your personality is absolutely critical to effectively managing stress.Notes1. pull out of: 驶出2. pull into: 驶入3. put your blinker on: 打开你的闪光警戒灯4. back out of the parking spot: 把车倒开出车位。
Unit1 Meeting and Greeting PeopleModule 2 Video Watch（先睹为快）Hi-tech cameras track shoppers to help companies better market products.Key Words and Expressions1.retailer n.零售商人2.grab v. 抓3.psychology n.心理学，心理状态4.merchandise n.商品，货物5.a short fuse 比喻人们易于烦躁或焦虑6.queue n.行列，长队，队列；vi. 排队，排队等待I .Interactive Activities（互动练习）Direction: Watch the video clip for the first time and discuss the following questions or topics with other students orally.1.What are the major problems with the shopping centers in your own experience?2.Do you think it is necessary to install Hi -tech cameras to track shopping behaviors?3.In your opinion, are there any other alternatives to solve the problem in this video clip?II .Spot Dictation(听写练习）Direction:Watch the video clip carefully and fill in the blanks with the missing words.Smile, you’re on consumer behavior camera. No surprise that you’ll likely be (1) videotaped while holiday shopping, but it’s not all for (2) _security__. Some of it is for market research. Retailers are tracking you to learn how you shop.“Where are people, shoppers, spending time? What is grabbing their attention? Are they having to wait too, too long for customer service at different points?”Consumer behavior analysis, it’s part (3) observation, part science, part technology and a bit of psychology. Rajeev Sharma’s software turns (4) images of customers working their way through stores into hard (5) data, allowing retailers to take fast action if things aren’t working out.“You can move around the merchandise to position of products so that it, it, it creates the right (6) sequence, and right products in front of the right people in the right time.”With the holiday shopping crunch, retailers know their customers have short fuses, and crowd hassles don’t help.“And you can create this kind of maps, the hot spots and the cold spots. These are extremely important because there’s no number. By just looking at this, this colored-coded map, you can see which (7) portion of this store i s receiving more attention.”And that helps retailers decide where to place display units.“After browsing, decide to interact with it, as in read labels or, or, or you know, experience it more. And finally, of course, what every product and retailer, er, the product manufacturer and retailer want you to drop it into your basket.”But it’s not all creative marketing; traffic jams at (8) checkout are often the biggest problem.“What this shows is a, is a line-forming, and something that you are very familiar with in this, this season.”Best Buy is using its own research to try to (9) shorten those lines.“We now deploy a queuing system in our stores, where all customers, they wait in a queue, and we have someday there directing traffic, so you don’t get (10) caught in the wrong line, which drives people crazy.Module 3 Listening Tasks（习耳攻听）I .Long ConversationsDialogue 1Mr. Wells, a US sports businessman, and his assistant, Ms. Porter, are visiting Shanghai. Ms. Li Xia and Mr. Wang Ping, officials from Shanghai Sub-council of CCPIT, are at the airport to meet them.Exercise 1Listen to the conversation and answer the following questions.Question 1: What is the relationship between Mr. Wells and Ms. Porter?Mr. Wells is the boss and Ms. Porter is his assistant.Question 2: Who is there to meet them?Ms. Li Xia and Mr. Wang Ping from Shanghai Sub-council of CCPITQuestion 3: Is it Mr. Wells’s first visit to Shanghai? Is it his first visit to China?It is his first visit to Shanghai, but not the first visit to China.Question 4: What did Ms. Porter come to Shanghai for last year?She came to shanghai to initiate an investment project and attend a trade fair Exercise 2Listen again and fill in the missing words with what you hear.Li: (1) Excuse me, but are you Mr. Wells from the U.S.?Wells: Yes, I’m John Wells. (2) You must be from CCPIT?Li: Yes, I’m Li Xia. (3) Nice to meet you Mr. Wells. (4) And this is Mr. Wang Pin, head of Foreign Investment Office.Wang: (5) How do you do, Mr. Wells? (6) I am very glad to meet you.Wells: Glad to meet you too, Mr. Wang. This is Ellis Porter, my assistant.Porter: How do you do? (7) Welcome to Shanghai..Wells: (8) It’s very kind of you to invite us to Shanghai and come to meet us at the airport. Wang: Not at all. (9) I hope you’ve had a good flight.Wells: Oh yes. The view of Shanghai is (10) lovely from the plane.Wang: I hope (11) you’ll enjoy your stay here in Shanghai.Wells: Thank you. (12)I’m sure we will.Li: Our car is waiting outside. I think you’d like to (13) take a rest to (14) overcome the jet lag.(15) Shall we go to the hotel first?Wells: Yes. It’s very (16) considerate of you.Li: (17) This way, please. We are going to take you to the Hilton Hotel.精彩点评1.对第一次见面的客户，为了显示尊重，我们最好用比较正式的语气打招呼，如“Glad tomeet you”, “How do you do？”等。
