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内容简介:

Part I Pre-learning
I . Aims for This Unit
By the end of this lesson, students should be able to:
A. Know some information on Business in Sports
B. Understand how to make compliments
C. Master The Future Expressions
D. Grasp the words or phrases related to sports
II. Cultural Background
A. Overview of Sportswear Market
The sportswear industry includes both athletic footwear and apparel (garments). In the 1970s, athletic sportswear began to evolve from a product line aimed at small and unique markets into a mainstream fashion product. The clear divisions between performance and fashion, function and style, formal and informal that once existed have become increasingly blurred. In the 1980s, the acceptability of casual dress on more occasions paved the way for sportswear to move into the mainstream clothing market.
The trend was accompanied by a real increase in sports participation. Most athletic footwear (around 70%) is bought for leisure, casual or everyday use. Nike in particular has played an important role in transforming sports shoes and apparel into a fashion statement. Nike was not only the first to have its shoes produced in Asia; it was also the first in the marketing and advertising of athletic shoes. Today, practically all brand-name corporations have a business plan similar to that of Nike’s strategy of focusing on the branding and marketing of sportswear. In 2003, the total worth of the athletic apparel and footwear market was estimated at over 58 billion US dollars — of which the sportswear apparel sector ($41,467) formed a much larger part than the athletic footwear sector ($ 17,012). Puma Fila, Umbro, Asics, Mizuno, Lotto, Kappa, and New Balance, have been labeled “B” brands because, in terms of their market share, they form a second rung of manufacturers in the sportswear industries, just below the market leaders or the so-called “A” brands: Nike, Reebok and Adidas.
The sportswear industry is very labor intensive. Therefore, most production takes place in low-wage countries. The majority of employees within the supply chains of sportswear companies are young and female and they inevitably work under unreasonable terms of employment and poor working conditions. These include short-term contracts that include no health or social benefits, long working hours and unpaid overtime, unhealthy and unsafe working conditions, poor wages due to the fact that payment is often tied to unrealistic production targets or piece-rate systems, and redundancy policies that offer inadequate severance pay compensation.
B. The International Athletic Apparel Market
The international athletic apparel market is worth nearly 41.5 billion US dollar at the wholesale level. The US sporting goods market is the world’s largest, accounting for 41% of total sales, followed by the European Union, which accounts for some 38% of total sporting apparel turnover. Nike, Adidas, and Reebok comprise some 14% of this market. They dominate the market almost everywhere. Meanwhile, Fila, Puma and Umbro each comprise approximately 1% of market share, while Mizuno represents approximately 0.5%. The other brands, such as Lotto, Kappa, New Balance, represent less than 0.5% of market share. The international athletic apparel industry is less concentrated than athletic footwear with the top-20 brands still managing to account for some 36% of the global wholesale market.
C. The International Athletic Footwear Market
Worldwide, the athletic footwear market is worth $17.012 billion wholesale. While at the retail level, it is worth some $25 billion. The US athletic sports shoe market is the world’s largest, representing 47% (or $7.8 billion) of the world’s total sales, followed by the European Union at 31% ($5 billion). Nike (34%), Reebok, and Adidas together account for 60% of this $17 billion branded athletic footwear market. In the US, 70% of this market is controlled by Nike, Reebok and Adidas. This kind of dominance and concentration means there is little room for growth. This means that many athletic footwear companies have sought to expand their market share elsewhere internationally (i.e., Europe, Asia, and Latin America) as well as in new product categories such as sports equipment.
Part II Learning Procedure
Reading I
I . Key Language Points
1. giant:
1) adj. extremely large巨大的
【例句】What a giant of a tree!多高大的树哇!
2) n. a man who is much bigger than usual 巨人
【例句】He's the giant of (ie. the tallest person) the family.他是家中个子最高的
3) n. a person of great ability 伟人，卓越人物
【例句】Ba Jin is a literary giant. 巴金是一位文坛巨匠。
That company is a giant in the electronics industry.
那家公司在电子工业中实力最强。
2. revenue: n. income 收入，税收
【例句】The Board of Directors was concerned at the drop in the company's revenues.
董事会对公司总收入的减少甚为关注。
Tax revenues increased last year.去年税收增加了。
[相关搭配] revenue duty税收 the Public Revenue-国库收入, 财政收入
defraud the revenue漏税, 逃税 a revenue officer税务员
revenue sharing[美](联帮政府把部分税收分配给州政府使用的)岁入分配
revenue tax财政税
3. founder: n. a person who establishes something 创始人
【例句】He is the founder of the party.他是该党的创建者。
Jesus was the founder of the Christian religion.耶稣是基督教的创始人。
4. athlete: n. a person who practices athletics 运动员
. [相关词]athletic运动的/身体健壮的; 活跃的
【例句】The school athletic meet is to be held next Tuesday.校运动会定于下星期二举行。
Her wiry athletic body seems energetic.她瘦长结实的身体看上去精力充沛。
He is an athletic-looking young man.他是一个体格健美的年轻人。
5. retain: to keep possession of
【例句】This vessel won't retain water.这容器盛不住水。
Concentrated study will help you to retain knowledge.专心学习有助于你记住知识。



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She retains a clear memory of her school days.
她对自己的学生时代有着清晰的记忆。
Her memory retains everything she reads.她过目不忘。
He is 90 but still retains (the use of) all his faculties.
他已90高龄, 但身体功能都很好.
[相关搭配]eliminate the false and retain the true去伪存真
retain one's presence of mind镇定自若
retain an appearance of youth保有年轻的外貌
retain these distinctions记住这些区别
a vessel to retain water盛水的容器
6. track:
1) n. a course specially prepared for racing（比赛用的）专用跑道
【例句】a race track
He runs around the track every morning.他每天清晨绕着跑道跑步。
2) n. the course or line taken by something as it moves or travels （物体移动）的轨迹，路线
【例句】We followed his tracks in the snow to a hut.
我们沿着他在雪地上留下的足迹走到一间小屋旁。
The train jumped the track.火车出轨了。
3) vt. to follow the track of.追踪，跟踪
【例句】It was not long before I tracked down the lost wallet.不久我就找到了遗失的钱包。
The hunter tracked the wolf and managed to catch it.猎人追踪狼,并设法逮住它。
[相关搭配] track and field田径运动 track of record:成绩记录，业绩记录
track events 径赛项目 on the right track想得对
on the wrong track 想得不对，做错
keep/lose track of了解/不了解…的动态，掌握/失去…的线索
【例句】I lose all track of time when I listen to this music.
It’s difficult to keep track of all the new ideas and development of education.
7. capitalize: vt.
1) to use to one’s advantage利用
【例句】capitalize on one's opportunity利用机会
She capitalized on his mistake and won the game.
2) 用大写字母写或印刷
【例句】capitalized letter大写字母
Please capitalize the report.请用大写字母写这份报告。
8. contribute:
1) 有助于, ,投稿,贡献
【例句】He never contributes to the discussion.他在讨论时从不发表意见。
contribute to a literary journal向文学杂志投稿
She seldom contributes to the discussion.她在讨论中很少发言。
2 ) give money to捐助,出资
【例句】He contributed generously to the Red Cross.他对红十字会慷慨捐助。
It was generous of her to contribute such a large sum.她很大方，捐助了这么大笔钱。
9. impose: v.
1) 利用, 占便宜; 打扰[(+on/upon)]
【例句】I don't want to impose on you by staying too long.我不想打扰你,不多耽搁了。
She knew she was imposed on.她知道自己上了当。
2) 征 (税等)
【例句】The government imposed a heavy tax on luxury goods.政府对奢侈品课以重税。
The present trouble was imposed on him.目前的困难是强加在他身上的。
3) 把....强加给; 强派
【例句】She imposed her ideas on the group.她竭力把自己的想法强加於全组的人.
Don't try to impose your wishes on us.不要试图把你的愿望强加给我们。
[相关搭配]impose duties on wines and spirits征收酒类税
impose a false article upon a person把假货卖给某人
impose a tax on imports征收进口税
impose oneself on/upon sb. 硬缠着某人; 打扰某人
impose on/upon 1. 强加于2. 利用, 欺骗3. 硬要(某人)帮忙, 打扰4. 征税
10. contract:
1) v. to settle or arrange by formal agreement订合同
【例句】
sign a contract签订合同
award a contract[美]授与(合同）； 委托(某人）承包
a breach of contract违反合同
keep a contract遵守［履行］合同
break the contract撕毁合同； 解除婚约
negotiate a contract缔结契约
put out to contract包出去， 给人承包
bind oneself by contract有契约约束
I'm under contract to teach here for one year.我按照聘约要在这里教一年书。
draw up a contract草拟合同
2）缩小，紧缩
【例句】Metals contract in cold weather.金属遇冷天气收缩。
11. boom: n.
1) a rapid growth or increase
【例句】He made his pile during the property boom.在房地产生意兴隆期间他发了大财.
The oil market is enjoying a boom.石油市场欣欣向荣。
It's a boom year this year.今年是繁荣昌盛的一年。
2) 吊[挺, 弦, 喷, 管形, 起重]杆; 悬[转, 起重]臂
[相关搭配]
boom table吊杆平台
boom light吊杆灯
boom shot游架镜头摄像机大半径移转拍摄镜头
boom net栅栏网
12. reinforce: v. to strengthen by adding men, material 加强
【例句】The general reinforced the fort with more troops.将军派更多的军队增援要塞。
This evidence reinforces my view that he is a spy.
这个证据证实了我认为他是间谍的这一看法。
[相关搭配] reinforce a fleet增援一个舰队 reinforce provisions补充粮食
reinforce a wall给墙加固 reinforced concrete钢筋混凝土
[相关词] reinforcement n. 加强，加固
【例句】The wall needs some reinforcement.
13. dominant: adj. having the most important place or position支配的占优势的
【例句】a dominant cliff高耸的悬崖
the dominant partner of a business公司中举足轻重的合伙人
The dominant influence in her life was her father.
她一生中对她影响最大的是她父亲。
Peace was the dominant theme of the conference.和平是大会的首要议题。
[相关搭配] a dominant building高耸的建筑物
the dominant chord of the ninth【音】第九属和音
a dominant person in the team队里最有权威的人
a dominant position统治地位
14. presence:
1）n. being in the place在场
【例句】Your presence is requested.敬请光临。
2) n. (存)在; 存在的人[物]; 存在率
【例句】He gets nervous in the presence of famous people.他在名人面前变得局促不安。
Her presence during the crisis had a calming effect.在危难中有了她就稳定了人心.
3) n.相貌, 仪容, 风采[度]
【例句】a man of no presence其貌不扬的人
The speaker was a man of poor presence.那个演讲人没有风度。
[相关搭配] in the presence of... 面临着, 在...面前
lose one's presence of mind 心慌意乱
saving your presence 恕我冒昧
...............

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