高二英语牛津版(上）chapter four

[00:00.00]CHAPTER FOUR Reading page 58 [00:-1.00]THE BURGER BUSINESS [00:-2.00]In 1954,an American businessman called Ray Kroc was selling milk shake machines. [00:-3.00]One restaurant in California bought not one [00:-4.00]but eight of these expensive machines. [00:-5.00]Kroc was surprised at this. [00:-6.00]He decided to go and visit this restaurant. [00:-7.00]He arrived before it opened,and sat in his car and watched. [00:-8.00]It was not a traditional restaurant but a small,drive-in hamburger stand. [00:-9.00]A team of young people in clean,white uniforms appeared and started work. [00:10.00]Soon the car-park was being brushed and the windows were being washed. [00:11.00]When everything was neat and tidy,the hamburger stand was opened for business. [00:12.00]Immediately,customers started to arrive,and they kept coming. [00:13.00]The staff were cheerful,fast and polite.The food was excellent. [00:14.00]Kroc was impressed.He looked up at the name over the business. [00:15.00]It read,'McDonald's Hamburgers.' [00:16.00]Kroc found out that two brothers called Mac and Dick McDonald owned the business. [00:17.00](It had been started six years earlier, in 1948) [00:18.00]He suggested that they should set up more outlets, [00:19.00]but the brothers were happy with their life, [00:20.00]and they themselves did not want to expand further. [00:21.00]But they allowed Kroc to set up other branches of McDonald's for them. [00:22.00]That was the start of the biggest fast-food company in history. [00:23.00]In 1955,Kroc opened his first McDonald's near Chicago, [00:24.00]and many more followed swiftly. [00:25.00]In 1959,the 100th McDonald's was opened. [00:26.00]In 1961,Kroc bought all rights to McDonald's, [00:27.00]and the McDonald brothers were paid US$2.7 million. [00:28.00]By 1972,a new McDonald's was being opened every day, [00:29.00]and annual sales were over US$1 billion. [00:30.00]By 1974,there were over 3,000 restaurants. [00:31.00]Then,in 1975,McDonald's was introduced into Hong Kong. [00:32.00]At that time,critics thought it would be unsuccessful, [00:33.00]'Chinese people will never eat this western food,'they said. [00:34.00]Hong Kong already had thousands of excellent restaurants. [00:35.00]Now over 90 outlets have been opened in Hong Kong, [00:36.00]and seven of the top 10 McDonald's restaurants in the world are in Hong Kong. [00:37.00]McDonald's is accepted as part of Hong Kong. [00:38.00]Why has McDonald's been so successful? [00:39.00]Back in 1956,the motto'Q.S.C.&V.' [00:40.00]was adopted by Ray Kroc for his new company. [00:41.00]These letters stood for'Quality,Service,Cleanliness and Value'. [00:42.00]In all of these areas.McDonald's pays great attention to detail. [00:43.00]For example, [00:44.00]when McDonald's established its largest-ever restaurant in Moscow in 1990, [00:45.00]it was after many years of planning. [00:46.00]To achieve the right quality,potatoes are imported into Russia, [00:47.00]and the farmers are taught how to grow them properly, [00:48.00]as well as how to harvest and pack them. [00:49.00]To archive good service the employees are taught everything. [00:50.00]They are even taught [00:51.00]how to look into their customers' eyes when they smile and say, [00:52.00]'Thank you.Please come again.' [00:53.00]It is said that McDonald's staff training programme [00:54.00]is one of the best in the world. [00:55.00]For top staff, [00:56.00]it includes visits to the firm's 'Hamburger University'in Chicago. [00:57.00]Now,McDonald's has over 27,000 outlets in 119 countries around the world. [00:58.00]More than 100 hamburgers are still being sold every second of the day. [00:59.00]It has not yet opened a restaurant on the moon, [-1:00.00]but no doubt a plan is already being made for one. [-1:-1.00]Integrated Skills page 62 [-1:-2.00]B.Taking and using notes. [-1:-3.00]Exercise B1 [-1:-4.00]Listen and take notes,using the outline to help you. [-1:-5.00]A:Sam's been reading a book called 'Made in Japan' [-1:-6.00]which is the autobiography of a famous Japanese businessman. [-1:-7.00]Akio Merata. [-1:-8.00]He is the man who started the Sony company,isn't he,Sam? [-1:-9.00]B:Yes,that's right. he started in business,back in 1946. [-1:10.00]He had a company selling rice cookers,but it wasn't successful. [-1:11.00]After that,he began producing tape recorders. [-1:12.00]It was very difficult for him at first, [-1:13.00]because Japan did not have a plastic's industry then. [-1:14.00]So the tapes for his first tape recorders were made out of paper. [-1:15.00]A:When did Sony start to become successful? [-1:16.00]B:Well,the company wasn't called Sony back in those days, [-1:17.00]It was called the Tokyo Telecommunication and Engineering Company. [-1:18.00]But when Morita visited London in 1953, [-1:19.00]He found that people couldn't remember such a long name. [-1:20.00]So he changed it to Sony,from the Latin word sonus,which means a sound. [-1:21.00]And it was around the mid-50s',that the company really took off. [-1:22.00]As well as tape-recorders,they were the first to produce small radios. [-1:23.00]You've got to remember that back in those days, [-1:24.00]radios were very big objects of furniture. [-1:25.00]A:Yes,I'm afraid I'm old enough to remember those days, [-1:26.00]you could hardly lift a radio. [-1:27.00]B:That's right.Well,Sony produced small radios, [-1:28.00]which people could carry around easily. [-1:29.00]And after that they moved into television. [-1:30.00]In 1959,they produced the world's first portable black and white television. [-1:31.00]and of course,lots of other products, followed. [-1:32.00]In more recent years they produced the Walkman. [-1:33.00]A:And they made the Discman,didn't they?The CDs? [-1:34.00]B:That's right,and lots of different video cameras and so on. [-1:35.00]And now they're a huge international company. [-1:36.00]They've bought several big American companies. [-1:37.00]Including CBS Records and Columbia Pictures. [-1:38.00]A:From the book, [-1:39.00]did you get any insides into the secretes of Akio Morita's success as a businessman? [-1:40.00]B:Well,yes,a lot.But briefly,he points out in the book [-1:41.00]that business requires three different types of ability: [-1:42.00]You need new technological ideas to start with, [-1:43.00]but that alone is not enough,you need to be able to plan new products, [-1:44.00]and finally,you must be able to market them successfully. [-1:45.00]A:So that's Akio Morita's autobiography,Made in Japan. [-1:46.00]Now,onto music. [-1:47.00]Speaking page 70 [-1:48.00]A Pronouncing unknown words [-1:49.00]When you read a new word,think about how to pronounce it. [-1:50.00]If you do not have a dictionary with you, [-1:51.00]you can use your knowledge of English letters [-1:52.00]and sounds to help you guess how to pronounce the word. [-1:53.00]Exercise A1 [-1:54.00]ph /f/ photograph,telephone [-1:55.00]tion / / nation,attention [-1:56.00]sh / / wash,shop [-1:57.00]ch / / church,teacher [-1:58.00]wr /r/ wrong,write [-1:59.00]kn /n/ knot,knife [-2:00.00]qu /kw/ quick,quiet [-2:-1.00]gh /f/ rough,enough [-2:-2.00]ght /t/ light,night [-2:-3.00]dge / / judge,badge [-2:-4.00]Exercise A2 [-2:-5.00]1.If a woman has five babies together,they are called quins. [-2:-6.00]2.The government has the power to increase taxation. [-2:-7.00]3.The Romans used carts called chariots,which were pulled by horses. [-2:-8.00]4.Do you know where your knuckles are? [-2:-9.00]5.The man climbed out onto a window ledge and threatened to jump. [-2:10.00]6.I can't eat this meat because it is so tough. [-2:11.00]7.The chemist poured the liquid carefully into a glass phial. [-2:12.00]8.It was so cold that I started to shiver. [-2:13.00]9.In the fight one of the men fell down and broke his wrist. [-2:14.00]10.Unless your seat belt is tight,it is not safe. [-2:15.00]MORE LANGUAGE INPUT [-2:16.00]Reading page 74 [-2:17.00]The rise of chain stores in China [-2:18.00]During the last few years, [-2:19.00]the number of chain stores has greatly increased in big cities in China. [-2:20.00]Nowadays,within a short walk along a busy street, [-2:21.00]you are likely to find a chain store of some kind [-2:22.00]a fast-food restaurant,a bakery, or a supermarket. [-2:23.00]In fact,chain stores have become part of people's daily lives. [-2:24.00]They may pop into a chain bakery to buy breakfast on their way to work, [-2:25.00]and they may visit a chain supermarket [-2:26.00]in the evening to pick up things for tomorrow or weekend use. [-2:27.00]Chain stores have become so popular [-2:28.00]that they are even put on some people's list of criteria [-2:29.00]when they are choosing a place to live. [-2:30.00]Why have chain stores grown so fast in number and influence? [-2:31.00]Meeting the customers' needs is the answer. [-2:32.00]Opened in convenient locations,the store are usually next door to people's homes [-2:33.00]and close to the bus-stops or underground stations. [-2:34.00]They offer a wide range of products in a clean,well-lit and relaxing atmosphere. [-2:35.00]Prices,too,are reasonable. [-2:36.00]It seems that chain stores are a welcome development in China. [-2:37.00]They are certainly a new force changing China's retail market. [-2:38.00]Listening page 75 [-2:39.00]Listen to some fascinating McDonald's McFacts. [-2:40.00]Supply the missing information. [-2:41.00]1.McDonald's is the largest food service organization in the world [-2:42.00]serving nearly 43,000,000 people a day. [-2:43.00]It now operates more than 27,000 restaurants in 119 countries around the world. [-2:44.00]2.McDonald's opened its first restaurant outside the US in 1967 in Canada. [-2:45.00]3.There is a new McDonald's opening every five hours somewhere in the world, [-2:46.00]or about five new McDonald's every single day. [-2:47.00]4.McDonald's expects to open 1,500 to 2,000 restaurants annually [-2:48.00]over the next several years. [-2:49.00]5.McDonald's prepares more than 2.5 million pounds of French fries [-2:50.00]every day to meet its customers' demand world-wide. [-2:51.00]6.The sesame seeds used on Big Mac TM buns every year weigh 2,400 tons on average. [-2:52.00]7.McDonald's cracks more than 3,000,000 fresh eggs [-2:53.00]every morning to serve breakfast to its customers world-wide. [-2:54.00]8.If lined up end to end,McDonald's more than 100,000,000,000 hamburgers served [-2:55.00]would go from Earth to the moon and back more than 19 times.

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