📌 这节课讲了什么
这节课练的是怎么把阅读里读不懂的句子变回人话。
板书上给了三步走:先做句子分析(按顺序找引导词、并列词、介词,一切以动词为中心),再把句子分层、还原成一个个场景,最后内化成自己的话——用接地气的、甚至直白的网络用语讲出来。
课上用一篇讲「趋势与创新战略」的文章做演练。文章讲了企业应对趋势的三种创新战略:combine and transcend、counteract and reaffirm、infuse and augment,例子分别是 Nike+、ME2 和 Coach、Tesco。练习是一道单选(Questions 30)加一组人名匹配题(Questions 32–37)。
最后点了两个丢分习惯:一个是字对字替换,一个是无脑联想。
🧱 方法一:读句子先找这几类词
板书右栏写的顺序,照这个顺序找:
| 顺序 | 找什么 | 具体 |
|---|---|---|
| 1 | 先找引导词 | because · while · although |
| 2 | 再找并列词 | but / so / and |
| 3 | 然后找"介词" | with / from / into / for … |
| 4 | 一切以动词为中心 | 一个动词一个分句 |
以板书上圈出来的这句为例:
This entails combining aspects of the product's existing value proposition with attributes addressing changes arising from a trend, to create a novel experience — one that may land the company in an entirely new market space.
先看到动词 entails / combining / addressing / arising / create / may land,骨架就出来了;再看介词 with 和 from,「把 A 和 B 合在一起」这层关系才是句子的真意思。
🧱 方法二:三步走
板书上写在最下面:
- 句子分析(详见第一步「找什么词」)
- 分层(分场景) —— 状语 / 场景描述 —— 理解出意思
- 内化成自己的话(用接地气、甚至直白的网络用语)
也就是说:先把长句拆成零件,再把零件还原成一幅幅画面,最后用你自己的口语把这幅画面说出来。说不成人话,就是还没读懂。
📝 这篇文章讲了什么
文章的主题是:趋势(technological, economic, environmental, social, or political)会改变消费者对产品的期待,企业有三种应对姿势。
| 战略 | 做法 | 板书上的例子 |
|---|---|---|
| combine and transcend(结合并超越) | 把产品原有的价值主张,和一个看似无关的趋势合到一起,做出全新的体验,把公司带进全新的市场空间 | Nike+:2006 年和 Apple 合作,传感器装在跑鞋上,无线接收器连到 iPod |
| counteract and reaffirm(反制并重申) | 强调这个品类原本的价值观,让消费者能对抗、或至少暂时逃离他们不喜欢的趋势 | ME2:加拿大 iToys 出的掌上游戏机,反过来强调「身体活动」——内置计步器,走路、跑步、骑车、滑板、爬楼梯都能积分换虚拟技能 |
| infuse and augment(注入并扩充) | 保留品类原有的大部分属性和功能,另外加上能回应趋势带来的新需求的部分 | Coach 的 Poppy 手袋(应对 2008 经济低迷,不下调全线价格,而是做活力配色的子品牌);Tesco 的 Greener Living program(绿色积分可兑现金) |
选哪一种?文章给的判断是:如果品类的基本价值主张在趋势影响下依然有效,就用 infuse-and-augment;如果品类和消费者的新关注点差距越来越大,就得 transcend 这个品类;如果品类本身和趋势带来的坏结果(比如不健康的生活方式)冲突,那就 counteract。
💬 值得记住的英文原句
At first glance, spending resources to incorporate elements of a seemingly irrelevant trend into one's core offerings sounds like it's hardly worthwhile. But consider Nike's move to integrate the digital revolution into its reputation for high-performance athletic footwear.
注意这句的 But —— 前面说「乍看好像很不值」,一个 but 就把结论翻过来了。这种地方最容易被选项拿来做文章。
By combining Nike's original value proposition for amateur athletes with one for digital consumers, the Nike+ sports kit and web interface moved the company from a focus on athletic apparel to a new plane of engagement with its customers.
What set it apart was that it incorporated the traditional physical component of children's play: it contained a pedometer, which tracked and awarded points for physical activity (walking, running, biking, skateboarding, climbing stairs).
Instead, they initiated a consumer-research project which revealed that customers were eager to lift themselves and the country out of tough times.
Creating the sub-brand allowed Coach to avert an across-the-board price cut.
In contrast to the many companies that responded to the recession by cutting prices, Coach saw the new consumer mindset as an opportunity for innovation and renewal.
Tesco has not abandoned its traditional retail offerings but augmented its business with these innovations, thereby infusing its value proposition with a green streak.
The purpose of this article is twofold: to spur managers to think more expansively about how trends could engender new value propositions in their core markets, and to provide some high-level advice on how to make market research and product development personnel more adept at analyzing and exploiting trends.
最后一句板书上专门拆过:make A more adept at ... 就是「让 A 更擅长做某事」,adept at 后面跟的是动名词。
📖 词汇与表达
| 英文 | 中文 | 搭配 / 用法 |
|---|---|---|
| radical | 激进的、根本性的 | a more radical strategy |
| transcend | 超越 | combine and transcend |
| entail | 意味着、必然包含 | This entails combining A with B |
| value proposition | 价值主张 | the product's existing value proposition |
| attribute | 属性、特征 | attributes addressing changes |
| arise from | 由……产生 | changes arising from a trend |
| novel | 新颖的 | a novel experience |
| at first glance | 乍看之下 | |
| incorporate | 纳入、包含 | incorporate elements of a trend |
| seemingly | 看似 | a seemingly irrelevant trend |
| irrelevant | 不相干的 | |
| core offerings | 核心产品 | one's core offerings |
| worthwhile | 值得的 | hardly worthwhile(几乎不值得) |
| integrate | 融合 | integrate the digital revolution into its reputation |
| reputation | 声誉 | its reputation for high-performance athletic footwear |
| athletic footwear | 运动鞋 | |
| team up with | 与……合作 | teamed up with technology company Apple |
| sports kit | 运动套件 | a digital sports kit |
| comprise | 由……组成 | comprising a sensor that attaches to the running shoe |
| attach to | 附着在……上 | |
| wireless receiver | 无线接收器 | |
| interface | 界面 | the web interface |
| apparel | 服装 | a focus on athletic apparel |
| plane | 层面 | a new plane of engagement |
| engagement | 接触、互动 | engagement with its customers |
| counteract | 抵消、反制 | counteract the negative impacts |
| reaffirm | 重申、再次确认 | counteract and reaffirm |
| category | 品类 | the toy category |
| undesirable | 不受欢迎的 | aspects of trends they view as undesirable |
| widely perceived | 被普遍认为的 | widely perceived negative impacts |
| handheld | 掌上的 | handheld games |
| set it apart | 让它与众不同 | What set it apart was that … |
| pedometer | 计步器 | it contained a pedometer |
| track | 追踪、记录 | tracked and awarded points |
| enhance | 提升 | enhance various virtual skills |
| cater to | 迎合 | catered kids' huge desire to play video games |
| obesity | 肥胖 | associations with lack of exercise and obesity |
| gain perspective on | 对……有认识 | Once you have gained perspective on … |
| pursue | 采取、追求 | which of our three innovation strategies to pursue |
| reinvigorate | 重振、让……重新有活力 | reinvigorate the category |
| disparity | 差距 | an increasing disparity between your category and consumers' new focus |
| clash with | 与……冲突 | aspects of the category clash with undesired outcomes |
| perceive | 感知 | how people perceive the world around them |
| shape | 塑造 | shape what they expect from products and services |
| in the course of | 在……过程中 | in the course of conducting research |
| fail to recognize | 没能意识到 | managers often fail to recognize the less obvious but profound ways |
| profound | 深刻的 | |
| aspiration | 志向、渴望 | consumers' aspirations, attitudes, and behaviors |
| adopt | 采取 | adopt a wait-and-see approach |
| wait-and-see | 观望 | |
| at a minimum | 至少 | |
| at the extreme | 极端情况下 | |
| jeopardize | 危及 | jeopardize a company |
| cede … to | 把……让给 | cede to rivals the opportunity to transform the industry |
| rival | 对手 | |
| twofold | 两方面的 | The purpose of this article is twofold |
| spur | 促使、激励 | spur managers to think more expansively |
| engender | 产生、带来 | engender new value propositions |
| personnel | 人员 | market research and product development personnel |
| adept at | 擅长 | more adept at analyzing and exploiting trends |
| exploit | 利用 | exploiting trends |
| infuse | 注入 | infuse and augment |
| augment | 增加、扩充 | augmented its business with these innovations |
| retain | 保留 | retains most of the attributes and functions |
| unleash | 释放 | the needs and desires unleashed by a major trend |
| a case in point | 一个恰当的例子 | A case in point is the Poppy range of handbags |
| downturn | 低迷 | the economic downturn of 2008 |
| cheapen | 拉低档次 | would have risked cheapening the brand's image |
| initiate | 发起 | initiated a consumer-research project |
| be eager to | 渴望 | customers were eager to lift themselves and the country out of tough times |
| lift … out of tough times | 把……从困境中拉出来 | |
| insight | 洞察 | Using these insights |
| vibrant | 鲜艳的、有活力的 | vibrant colors |
| playful | 活泼的 | looked more youthful and playful |
| conventional | 传统的 | conventional Coach products |
| sub-brand | 子品牌 | Creating the sub-brand |
| avert | 避免 | avert an across-the-board price cut |
| across-the-board | 一刀切的、全面的 | an across-the-board price cut |
| in contrast to | 与……相反 | |
| recession | 衰退 | responded to the recession by cutting prices |
| mindset | 心态 | the new consumer mindset |
| renewal | 重生、更新 | an opportunity for innovation and renewal |
| retailer | 零售商 | one of the world's top five retailers |
| commitment | 承诺 | the company's commitment to protecting the environment |
| tangible | 实实在在的 | produce tangible results |
| accumulate | 累积 | accumulate points for such activities |
| recycling can | 回收罐 | |
| printer cartridge | 打印机墨盒 | |
| home-insulation materials | 房屋保温材料 | |
| regular purchases | 日常购物 | points earned on regular purchases |
| redeem for cash | 兑换现金 | these green points can be redeemed for cash |
| abandon | 放弃 | has not abandoned its traditional retail offerings |
| thereby | 从而 | thereby infusing its value proposition with a green streak |
| streak | 痕迹、特点 | a green streak |
⚠️ 丢分点:两个"想太多"
板书上专门框出来的两条:
- 字对字替换。 看到选项里出现了原文的同义词就选,是很危险的动作——同义替换不等于答案,还要看它替换的那一层意思对不对。
- 无脑联想。 两个差不多的单词就当成一个意思;或者原文只说了一层,你自己往下推了一大步(做了深层次主观推断)。
板书上还留了一个对照:hardly worthwhile 和 but——「听起来几乎不值」后面紧跟着一个 but,那一整句的走向就已经被翻过来了,不能只抓着前半句的否定去对选项。
🔁 同义替换核对
Questions 32–37 是匹配题,选项是四个公司:A Coach / B Tesco / C Nike / D iToys。题目不会照抄原文,考的就是你认不认得出下面这些对应:
| 题目的说法 | 原文的说法 |
|---|---|
| It turned the notion that its products could have harmful effects to its own advantage. | the ME2 counteracted some of the widely perceived negative impacts of digital gaming devices |
| It extended its offering by collaborating with another manufacturer. | they teamed up with technology company Apple to launch Nike+ |
| It implemented an incentive scheme to demonstrate its corporate social responsibility. | Greener Living program … customers can accumulate points … these green points can be redeemed for cash |
| It discovered that customers had a positive attitude towards dealing with difficult circumstances. | a consumer-research project which revealed that customers were eager to lift themselves and the country out of tough times |
| It successfully avoided having to charge its customers less for its core products. | Creating the sub-brand allowed Coach to avert an across-the-board price cut |
读的时候盯住这些动词词组,team up with / accumulate / redeem / lift … out of / avert,题目里的 collaborating、incentive scheme、positive attitude、avoided 就是它们的换脸。
