商务英语阅读（上册）Unit7.ppt

UnitSevenE-mail:******@TeachingObjectives了解耐克的首席执行官奈特的生平了解耐克品牌的创立过程了解耐克公司不同寻常的品牌营销策略TeachingEmphaseslaunchingofabusinessunconventionalstrategiesendorseculturaliconambitionContentTextFastReadingIFastReadingIITEXTTheForceBehindtheNikeEmpirePre-readingquestionsWhoistheforcebehindtheNikeempireandwhatishelike?HowdidhestartuphisbusinessofNike?,eccentric,unpredictable,enigmatic,idiosyncratic,shy,aloof,,innovative,controversialandvery,essful,andtheforcebehindtheNikeempire. You'panycalledBlueRibbonSportsintoNikeCorp.,amultibillion-$,KnightrankssixthonForbes'$3,240initsfirstyear,,Nike'srevenuehit$(with$e).ea$12billionglobalbusiness,sellingapparelandequipmentwithaneverwiderrangeofshoes."Inaveryshortperiodoftime,mercestoriesofthe20thcentury," KnightwasraisedinPortland,-distancerunnerfortheUniversityofOregontrackteam,"Buck,"Knighthadmoreenthusiasmthantalent,whichmadehimtheidealpersonforlegendarytrackcoachBillBowerman'sendlessfixingwithrunningshoes. Anindifferentstudent,,','ssmall-:Inventanewbusiness,,"CanJapaneseSportsShoesDotoGermanSportsShoesWhatJapaneseCamerasDidtoGermanCameras?"Knightdevelopedablueprintforsuper