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UNIT 1 Studying BusineFssLTRP The world of business surrounds us. It pays to learn more about this world. In this unit, Text A explains the four ways in which studying business can help a person; Text B gives us a new lens Copyright@ to look at an interesting business phenomenon — pricing at supermarkets; Text C presents to us the impact of social media on business. 1 UNEITA1P //S学tu术dy英ing语B us管ine理ss Text A Lead-in Task / Quickly write down your answers to the following questions, and then share your ideas with your partner. 1 Why are you interested in studying business? 2 What do you think others study business for? Now read Text A to see whether the reasons the author gives are the same as yours. Copyright@FLTRP Your Future in the Changing World of Business1 William M. Pride et al. 2 EAP / 学术英语  管理 1 This text is adapted from Introduction to Business (10th Edition, 2010), written by William M. Pride, Professor of Marketing at Texas A&M University, Robert J. Hughes, a specialist and professor in business administration, and Jack R. Kapoor, a professor of business and economics. 1 When faced with both economic problems and increasing competition not only from firms in the United States but also from international firms located in other parts of the world, employees and managers now began to ask the question: What do we do now? Although this is a fair question, it is difficult to answer. Certainly, for a college student taking business courses or a beginning employee just starting a career, the question is even more difficult to answer. And yet there are still opportunities out there for people who are willing to work hard, continue to learn, and possess the ability to adapt to change. 2 During a segment on the Oprah Winfrey2 television show, Joe Dudley3, one of the world’s most successful black business owners, gave the preceding advice to anyone who wants to succeed in business. And his advice is an excellent way to begin our discussion of what free enterprise4 is all about. What is so amazing about Dudley’s success is that he started a manufacturing business in his own kitchen, with his wife and children serving as the new firm’s only employees. He went on to develop his own line of hair-care products and to open a chain of beauty schools and beauty supply stores. Today, Mr. Dudley has built a multimillion-dollar empire and is president of Copyright@FLTRP Dudley Products, Inc. — one of the most successful minority-owned companies in the nation. Not only a successful business owner, he is also a winner of the Horatio Alger Award5 — an award given to outstanding individuals who have succeeded in the face of adversity. While many people would say that Joe Dudley was just lucky or happened to be in the right place at the right time, the truth is that he became a success because he had a dream and worked hard to turn his dream into a reality. Today, Dudley’s vision is to see people succeed — to realize “the American Dream”. He would be the first to tell you that you have the same opportunities that he had. According to Mr. Dudley, “Success is a journey, not just a destination.” 3 Whether you want to obtain part-time employment to pay college and living expenses, begin your career as a full-time employee, or start a business, you must bring something to the table that makes you different from the next person. Employers and our capitalistic economic system are more demanding than ever before. Ask yourself: 2 Oprah Winfrey: (1954- ) an American media proprietor, businesswoman, talk show host, actress, producer, and philanthropist, best-known for her self-titled, multi-award-winning talk show, which has become the highestrated program of its kind in history and was nationally syndicated from 1986 to 2011. She is credited with creating a more intimate confessional form of media communication, or the so-called “tabloid talk show”. 奥普 拉·温某某 3 Joe Dudley: (1937- ) an American businessman and hair care entrepreneur. When he was in the first grade, Dudley was mistakenly labeled as being mentally retarded. However, he persevered in his education until college graduation. Eventually he became president and CEO for Dudley Products, Inc., one of very few companies that sell hair and skin care products made specifically for African Americans. 乔·达德利 4 free enterprise: an economic system in which private businesses compete with each other without much government control 自由企业制度 5 Horatio Alger Award: an annual award that was bestowed by the Horatio Alger Association of Distinguished Americans on “outstanding individuals in our society who have succeeded in the face of adversity” and scholarships “to encourage young people to pursue their dreams with determination and perseverance” 霍某某 肖·阿尔杰奖（又名“白手起家奖”） 3 UNIT 1 / Studying Business What can I do that will make employers want to pay me a salary? What skills do I have that employers need? With these two questions in mind, we begin with another basic question: Why study business? 4 There are at least four quite compelling reasons. For help in choosing a career 5 What do you want to do with the rest of your life? Someplace, sometime, someone probably has asked you this same question. And like many people, you may find it a difficult question to answer. By studying business, you will be introduced to a wide array of employment opportunities. In private enterprises, these range from small, local businesses owned by one individual to large companies such as American Express6 and Marriott International7 that are owned by thousands of stockholders. There are also employment opportunities with federal, state, county, and local governments and with not-for-profit organizations such as the Red Cross8 and Save the Children9. 6 One thing to remember as you think about what your ideal career might be is that a Copyright@FLTRP person’s choice of a career ultimately is just a reflection of what he or she values and holds most important. What will give one individual personal satisfaction may not satisfy another. What you choose to do with your life will be based on what you feel is most important. And the you is a very important part of that decision. To be a successful employee 7 Deciding on the type of career you want is only the first step. To get a job in your chosen field and to be successful at it, you will have to develop a plan, or road map, that ensures that you have the skills and knowledge the job requires. You will be expected to have both the technical skills needed to accomplish a specific task and the ability to work well with many types of people in a culturally diverse work force. These skills, together with a working knowledge of the American business system and an appreciation for a culturally diverse workplace, can give you an inside edge when you are interviewing with a prospective employer. 4 EAP / 学术英语  管理 6 American Express: an American multinational financial services corporation founded in 1850. One of the 30 components of the Dow Jones Industrial Average, the company is best-known for its credit card, charge card, and traveler’s check business. 美国*** 7 Marriott International: a worldwide operator and franchisor of a broad portfolio of hotels and related lodging facilities. Today, Marriott International has nearly 3,700 properties and 18 brands in 72 countries and territories. 万豪国际集团 8 Red Cross: an international humanitarian organization that cares for the wounded, sick, and homeless in wartime, according to the terms of the Geneva Convention of 1864, and now also during and following natural disasters 红十字会 9 Save the Children: an internationally active non-governmental organization that enforces children’s rights, provides relief and helps support children in developing countries. It was first established in the United Kingdom in 1919 in order to improve the lives of children through better education, health care, and economic opportunities, as well as providing emergency aid in natural disaste 内容过长，仅展示头部和尾部部分文字预览，全文请查看图片预览。 of research Approach and rationale Significance of the study Task 2 / Start writing your introduction part. Copyright@FLTRP Reference Key Terms for Further Study advertising  广告 business philosophy  经营理念 established brand  知名品牌 event marketing  事件营销 exclusive distribution  独家经销 marketing communication  营销传播 marketing manager  营销经理 marketing  营销 personal selling  个人销售 promotion  推广，促销 public relations  公共关系 sales promotion  促销 target market  目标市场 venture capital firm  风险*** 46 EAP / 学术英语  管理 [文章尾部最后500字内容到此结束,中间部分内容请查看底下的图片预览]请点击下方选择您需要的文档下载。

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