(精选)商务英语阅读（上册）unit 7课件.ppt

Unit Seven ;Teaching Objectives;Teaching Emphases ;Content ; The launching of a business Knight was raised in Portland, the son of a lawyer turned newspaper publisher. He was a middle-distance runner for the University of Oregon track team, which at the time had one of the best programs in the country. Known as Buck, Knight had more enthusiasm than talent, which made him the ideal person for legendary track coach Bill Bowermans endless fixing with running shoes. An indifferent student, Knight graduated from Oregon with a degree in journalism in 1959. He enlisted in the army for a year, then enrolled at the Graduate School of Business at Stanford. Stanford changed Knights life. For the first time, he was excited to read about something other than sports. And it was in Frank Shallenbergers small-business class that Knight conceived Nike. Shallenberger gave his class the following assignment: Invent a new business, describe its purpose and create a marketing plan. ; In his paper, Can Japanese Sports Shoes Do to German Sports Shoes What Japanese Cameras Did to German Cameras? Knight developed a blueprint for superior athletic shoes, produced inexpensively in Japan, where labor was cheaper. Shallenberger defined the type of person who was an entrepreneur, which made him aware of what he really would like to do. After graduating from Stanford, Knight acquiesced to his fathers wishes and secured a real job with a Portland accounting firm. But first, he traveled to Japan, where he became enamored of Japanese culture and business practices. To this day, visitors to his office must remove their shoes before entering. And he took leave of interviews by forming a steeple with his hands and bowing. Knight refined both his philosophy of life and business while in Japan. He studied Asian culture and religion and climbed Mount Fuji. He also visited the Onitsuka shoe factory in Kobe. Knight was so impressed with both the quality and low