高中英语牛津版高二上学期CHAPTER FOUR

（单词翻译）

[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 California¹ bought not one
[00:-4.00]but eight of these expensive machines.
[00:-5.00]Kroc was surprised at this.
[00:-6.00]He decided² 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 outlets³,
[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 swiftly⁴.
[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 annual⁵ 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 employees⁶ 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 outline⁷ to help you.
[-1:-5.00]A:Sam's been reading a book called 'Made in Japan'
[-1:-6.00]which is the autobiography⁸ 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 Telecommunication⁹ and Engineering¹⁰ 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 Latin¹¹ word sonus,which means¹² 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 portable¹³ 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 secretes¹⁴ 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 technological¹⁵ 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 successfully¹⁶.
[-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 quins¹⁸.
[-2:-6.00]2.The government has the power to increase taxation¹⁹.
[-2:-7.00]3.The Romans used carts²⁰ called chariots,which were pulled by horses.
[-2:-8.00]4.Do you know where your knuckles²¹ are?
[-2:-9.00]5.The man climbed out onto a window ledge¹⁷ 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 shiver²².
[-2:13.00]9.In the fight one of the men fell down and broke his wrist²³.
[-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 convenient²⁴ 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 retail²⁵ market.
[-2:38.00]Listening page 75
[-2:39.00]Listen to some fascinating²⁶ McDonald's McFacts.
[-2:40.00]Supply the missing²⁷ 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 buns²⁸ every year weigh 2,400 tons on average.
[-2:52.00]7.McDonald's cracks²⁹ 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.