Week2

1. Week2 Feedback from the test and review Enhancing vocabularies Dictionary skill Understanding and looking up parts of speech in a dictionary Getting meaning from context: punctuation, other sentences, logic Case study: Apple’s iPod: Big Profits Come in Small Packages

2. Starbucks around the world Few companies in the food and drink industry have grown as widely and successfully as Starbucks. In just two decades, Starbucks has grown from a small chain of U.S. coffee shops into an international powerhouse. From Japan to England to Mexico, Starbucks is now one of the world’s best-known brands, with thousands of shops around the world. A period of 10 years An organization or company that is very powerful

3. What’s the secret of their amazing success? Actually, both the history and concept of Starbucks are very simple. It started in the 1970s as a small chain in Seattle, Washington, a crowded market with heavy competition. The owner, Howard Schultz, was looking for a way to make his shops unique. So he took a trip to Italy, where he studied the style and culture of Italian coffee shops. Special and different from others

4. Results Back in America, Schultz applied some of his findings. He made Starbucks shops more comfortable and sold a variety of high-quality European and American drinks. The “coffee culture” he created turned out to be very popular. Starbucks café became fun places to chat, read the morning newspaper, or hold a business meeting.

5. Behind this simple idea is a strong business model and excellent marketing, and the company’s sales and profit numbers are remarkable. Starbucks went public in 1992. Over the next decade, sales grew an average of 20 percent per year, while profits grew an average of 30 percent yearly. As the company expanded overseas in the mid-1990s, its market share and profits continues to rise. Investors rewarded the stock by driving up the stock price. Incredible Cause to increase

6. Of course, every success produces competitors. Other coffee-shop chains have opened to try to capture some of the lucrative market. Also, Starbucks already has a large number of coffee shops in the U.S. (more than 11,000 in 2008). That means they’re running out of places to open shops domestically. Profitable

7. Despite Regardless of these issues, Starbucks continues to grow and impress. There’s still plenty of room to expand overseas. Also riding the strength of their brand, they now sell bottled coffee drinks, ice cream, coffee beans, and other products. With so many revenue sources and ongoing expansions plans, the sky’s the limit for Starbucks. Income Continuing There’s no limit=this company has the potential to go very far and be very successful.

8. 1) What is the main idea of the reading passage? C. Through good idea and good management, Starbucks has become one of the world’s most successful brands. 2) When did Starbucks become a publicly traded company? B. In the early 1990s.

9. 3) Profits at Starbucks ________. D. grew at a higher percentage then sales in the 1990s. “Over the next decade, sales grew an average of 20 percent per year, while profits grew an average of 30 percent yearly.”

10. 4. What does “they’re” in the fifth paragraph mean? B. Starbucks 5. Which of the following is not true about Starbucks D. Their stock doubled form 1992-1993.

11. 7. Besides coffee products, what else does Starbucks sell to strengthen their brand? 6. What is the appropriate meaning of the word ‘room’ in paragraph 6? Bottled coffee drinks, ice cream, coffee beans, and other products. B. space 8. What does ‘they’ (paragraph 5) refer to? Starbucks

12. 10. Why did Howard Shchultz go to Italy before he started the brand ‘Starbucks’? 9. Where is Starbucks primarily originated? He wanted to make his shop unique. Seattle, Washington

13. Getting to know your dictionary • Choosing the appropriate meaning Dictionary Skills

14. Getting to know your dictionary http://nhd.heinle.com/home.aspx Types of dictionary • Books • CD-ROMS • Internet • etc.

15. Getting to know your dictionary Recommended dictionaries: • Oxford • Longman • Collins Cobuild • Merriam Webster • Penguin (i.e. Thesaurus) • So Setthabhut

16. Getting to know your dictionary A dictionary provides not only the meaning of a word but also gives its spelling, pronunciation, functions, and etc.

17. Getting to know your dictionary What are in a dictionary? Source of various kinds of information • Words • Spelling • Pronunciation (Phonetic symbols, BrE. and AmE.) • Definitions/ meanings • Grammar • Example sentences and use • Pictures • Appendices

18. Example

19. Getting to know your dictionary • Terms • Abbreviations • Typefaces • Symbols In order to use a dictionary effectively and quickly we need to know some important parts such as:

20. Getting to know your dictionary Terms • Entry • Headword • Definition • Example • Part of speech • Compound word headword + headword

21. Getting to know your dictionary Terms • Guide word • Derived word/ Derivative • Phrasal verb • Idiom • Signpost • Usage note headword + suffix

22. Getting to know your dictionary Terms • Guide word • Derived word/ Derivative • Phrasal verb • Idiom • Signpost • Usage note • phr • Verb + (adverb) + (preposition) • i.e.camp out, go about, grow up

23. Getting to know your dictionary Terms which are normally used or referred to in the dictionary are: • Headword (spelling) • Pronunciation /--------/ • Parts of Speech (n., v., adj., adv., conj., interjection or exclamation, prep.) • Definitions/ meanings • Use (formal, informal, humorous) • Examples (phrases/ sentences) • Derived words or derivatives • Signposts • Synonyms

24. Getting to know your dictionary Abbreviations

25. Getting to know your dictionary Different kinds of typefaces are used for different functions in a dictionary. Typefaces

26. Getting to know your dictionary Symbols Note Before using a dictionary you should study the introductory explanation on its first few pages.

27. Why choose the appropriate meaning? Choosing the appropriate meaning Most words in English have more than one meaning and many have several parts of speech (functions).

28. Understanding Parts of Speech • It will be also useful to know part of speech of the word because many words are related to one another – same stem but different endings for different parts of speech.

29. Getting meaning from context • You don’t need to look up the meanings of the new words that you don’t know from the dictionary all the time. • Guess the meanings of those words from the context!! • There are 3 types of clues that will help you guess new words.

30. Getting meaning from context • Punctuation • The new information may be in parentheses ( ), after a dash ( – ), or after a comma (,). • There is a drawback, a disadvantage, to that idea. • Thailand and South Korea have made a break-through in developing a new technology that enables high-speed Internet connections– phone service links efficiently made through electric power lines. • An FM radio DJ (disk jockey) broadcasts over the airwaves.

31. Getting meaning from context • Another sentence: A clue to the meaning of a new vocabulary is in another sentence or sentence part. • A school system in one country is not identical to the system in another country. It cannot be exactly the same because each culture is different. • The accountant clerks are responsible to check for false signatures, thus they needed to verify all cheques with the original signature before paying the money.

32. Getting meaning from context • LogicSometimes simple logic helps you guess the meaning of a new word. • The educational system is a mirror that reflects the culture. • Mr. Edmonds has to do a presentation in both Phuket and Bangkok on the same day. To be sure that he would come back to Bangkok in time, he decided to buy a round trip ticket. Let’s do an exercise together!

33. Pre-questions:: Apple’s iPod • Do you have an iPod? • Do you also have any other product from Apple? • What do you think about iPod? • What is its pros and cons? • What do you think about this statement “iPod becomes the fifth necessity in our daily life.”?

34. Apple’s iPod: Big Profits Come in Small Packages Sometimes it just takes one product – one very special product – for a company to make it big. In Apple’s case, the release of the iPod in 2001 helped the company regain its former glory. While making the company hip again, the iPod delivered billions in revenues. re+gain = get something back again achievement cool and fashionable

35. The leading item in the group In the 1980s, with its flagship Macintosh computer, the company was flying high. Yet competition from IBM and low-cost computer makers ate away at Apple’s market share. Later as cheap PCs running Microsoft’s software became popular, Apple slid even further. Feeling great Cause something to gradually reduce Drop or gradually become worse

36. Found+er The return of company founder Steve Jobs in the late 1990s was the beginning of Apples’ turnaround. Its new iMac computers became a big hit. Yet that was nothing compared to the success of the tiny iPod. improvement

37. Key functions The first iPod was an easy-to-use digital music player. It wasn’t a new concept, but the look and features of Apple’s offering made it more attractive than other devices. The first iPod could store 1,000 songs, a huge amount at the time. And its modern design and soft white color turned the music player into a fashion statement. Something that stands out and says something about the user.

38. Over time // Slowly but surely In the years that followed, the iPod’s popularity grew. Apple released version after version, keeping the product fresh and up-to-date with the newest technology. New features were added over time, including color screens, photo viewing, and the ability to watch videos.

39. Apple’s iTunes software made it easy to transfer songs from a computer to an iPod. The company also started selling songs and videos on the Internet, another successful part of the iPod equation. In fact, by January 2008, more than 4 billion songs had been purchased from the iTunes Website. A situation with various elements

40. Causing admiration The numbers for the iPod are also impressive. In just a few short years, from 2001 to late 2007, more than 150 million iPod were sold. Sales of the product grew to represent more than half of all of Apple’s revenues. In just the first quarter (Q1) of 2007, that meant $3.4 billion in revenues. Now that’s music to a company’s ears. A great piece of news::When I heard we were getting a holiday bonus, it was music to my ears.

41. Questions 1. According to the article, what was causing Apple to lose business? B. The popularity of cheap PCs. 2. How has Apple been able to keep the iPod hip and cool? A. By regular improving the product.

42. 3. What does “store” in the fourth paragraph mean? 4. What can be concluded about Apple’s revenues? D. hold B. From 2003 to 2007 total revenues and iPod revenues both grew quickly.

43. 5. What does the article imply about the iPod? C. It was important part of Apple’s turnaround. 6. Can you predict what other features they might add in this small device in the future?