新视野大学英语4：Unit3 TextB(课文+译文)

Building the dream of Starbucks

构筑星巴克梦想

1.Howard Schultz is not a household name to most North Americans, but those living in urban or suburban communities know his company: the specialty coffee retailer Starbucks. With impressive velocity, Starbucks has grown into the largest coffee roaster and retailer of specialty coffee in North America in a span of only a decade. By 2000, its coffee house could be found in more than 3000 locations worldwide; even President Bill Clinton was seen in a snapshot with a Starbucks brew in his hand. According to the US weekly magazine, Newsweek, Schultz’s merging of the three Cs - coffee, commerce and community - surely ranks as one of the ‘90s greatest retail successes.

1.霍华德·舒尔茨对大多数美国人来说不是一个家喻户晓的名字,但是住在城市或郊区的人知道他的公司:专门的咖啡零售商星巴克。以令人印象深刻的速度,星巴克已经在短短十年内成长为北美最大的咖啡烘焙商和专业咖啡零售商。到2000年,其咖啡馆可以在全世界超过3000个地点找到;就连克林顿总统在他的手上也看到了星巴克咖啡。根据美国周刊《新闻周刊》,舒尔茨的三个cs-咖啡、商业和社区的合并-当然是90年代最伟大的零售成功之一。

2.Schultz was born in 1953 and grew up in an extremely poor section of the Brooklyn borough of New York City. His mother worked as a receptionist, and his father held a variety of jobs, none of which offered decent pay or medical insurance. When Schultz was seven, his father lost his job as a delivery driver when he broke his ankle in an accident. In the ensuing months, the family was literally too poor to put food on the table.

2.舒尔茨出生于1953年,在纽约市布鲁克林区一个极其贫穷的地区长大。他的母亲作为接待员工作,他父亲持有各种工作,没有一个提供像样的工资或医疗保险。当舒尔茨7岁时,他的父亲在一次事故中摔断了脚踝,他失去了作为送货司机的工作。在接下来的几个月里,这个家庭简直太穷了,不能把食物放在桌子上。

3.During his youth, Schultz was hounded by the shame of his family’s “working poor” status. He escaped the hot Brooklyn summer one year to attend camp, but would not return when he learned it was for low-income families. He was teased by boys in high school and ashamed to tell his girlfriend where he lived. The harsh memories of those early times stayed with him for the rest of his life.

3.在他年轻的时候,舒尔茨受到家庭“工作不佳”状态的羞辱。他逃离了布鲁克林炎热的夏天去参加夏令营,但当他得知这是给低收入家庭时,他不会回来。他被高中男孩取笑,羞于告诉他的女朋友他住在哪里。那些早期的严酷记忆留在他的余生中。

4.Sports became an escape from the shame of poverty. Schultz earned an athletic scholarship to Northern Michigan University in 1975. He was the first person in his family to graduate from college as none of his predecessors had training beyond vocational school.

4.体育成为摆脱贫穷的耻辱。舒尔茨在1975年获得了北密歇根大学的运动奖学金。他是家中第一个从大学毕业的人,因为他的前任没有一个是职业学校的培训。

5.The bud of inspiration for his phenomenal coffee business began growing in a 1983 visit to Milan, Italy. Schultz conceived of a new American way of life in the coffee bars of Milan. He sought to recreate such forums for people in the US to start their days or visit with friends. In 1987, at the age of 34,Schultz organized a group of investors and purchased the company that had formerly employed him, the Starbucks Coffee Company in Seattle, which he restructured as the Starbucks Corporation.

5.他非凡的咖啡业务的灵感萌芽于1983年访问意大利米兰。舒尔茨在米兰的咖啡馆里想出了一种新的'美国式生活方式。他试图为美国人民重建这样的论坛,以开始他们的日子或访问与朋友。1987年,在34岁时,舒尔茨组织了一批投资者,购买了以前聘用他的公司,西雅图的星巴克咖啡公司,他作为星巴克公司进行了改组。

6.The public verdict was overwhelmingly positive. Schultz's premium coffee bars were an instant success, acting as a stimulus of rapid growth and expansion not only for Starbucks but also for the coffee industry around the world. In 1992, Starbucks became the first specialty coffee company to go public, affirming its magnitude and prospects.

6.公众的判决非常积极。舒尔茨的优质咖啡酒吧是一种即时的成功,它作为一种**,不仅为星巴克,而且为世界各地的咖啡工业迅速增长和扩张。1992年,星巴克成为第一家上市的专业咖啡公司,肯定其规模和前景。

7.Starbucks' first major venture outside of the northwestern part of the nation was Chicago, where the company's specialty sales division developed new business with department stores and established Starbucks coffee bars adjacent to the business sections in national bookstores. Starbucks also formed a partnership with PepsiCo to create and distribute a new ready-to-drink coffee -based beverage, and entered into a licensing agreement with Kraft Foods. As company seeking to develop with a multilateral approach, Starbucks even developed a relationship with the music industry to sell Starbucks-tailored CDs of classical brass and orchestral music in the coffee bars.

7.星巴克在美国西北部的第一个主要风险企业是芝加哥,该公司的专业销售部门与百货商店发展了新业务,并在国家书店的业务部门附近建立了星巴克咖啡店。星巴克还与百事可乐建立了伙伴关系,以创建和分发一种新的现成的咖啡饮料,并与卡夫食品达成一项许可协议。作为寻求发展多边途径的公司,星巴克甚至发展了与音乐行业的关系,在咖啡吧出售量身定制的经典黄铜和管弦乐唱片。

8.When Starbucks opened its first store in New York City, it was a homecoming for Schultz, but he did not act like the head of the reigning royalty of coffee he had became. The New York Times commented, "The soft-spoken Mr.Schultz has barely a trace of a New York accent and a timid, almost apologetic manner."

8 .当星巴克在纽约开了第一家商店时,它是舒尔茨的回家之旅,但他不像以前的咖啡版税头头那样行事。《****》评论道,“这位软说话的先生。”。舒尔茨几乎没有一丝纽约口音和一种胆怯的,几乎是歉意的态度。

9.Schultz has also attracted considerable attention with his unconventional employment policies. He wanted to give Starbucks' employees both a philosophical and a financial stake in the business. He decreed that employees who worked the quota of 20 hours a week or more were eligible for medical, dental, and optical coverage as well as for stock options. At a time when other companies were trimming benefits as a cost-cutting measure, Schultz, who grew up in a family without any medical coverage, was vocal in his belief that genuinely caring about your employees is critical to building a sturdy workforce. "Service is a lost art in America," he told The New York Times. "I think people want to do a good job, but if they are treated poorly they get beaten down. We want to provide our people with dignity and self-esteem, and we can't do that with lip service." Starbucks stipulates that every employee with at least half-time hours can receive health-care benefits. Schultz credits the utilization of such a benefits policy as the key to the company's growth because it has given Starbucks a more dedicated workforce and an extremely high level of customer service. The chain also achieved a dramatically low turnover rate, half that of the average fast food business. This creates a significant numerical payoff for Starbucks, since new employee represents an expenditure of $3000 in recruiting and training costs and productivity losses.

9.舒尔茨的非传统的就业政策也引起了人们的注意。他想给星巴克的员工一个哲学和财务上的利益。他规定,每周工作20小时或以上的员工有资格获得医疗、牙科和光学覆盖以及股票期权。在其他公司削减成本作为削减成本的措施时,在没有任何医疗保险的家庭中长大的舒尔茨,坚信真正关心员工对于建设一支强健的员工队伍至关重要。“服务是美国失去的艺术,”他对《****》说。“我认为人们想做一个好工作,但是如果他们被待遇很差,他们就会被打败。”。我们要为我们的人民提供尊严和自尊,我们不能用嘴唇来做。"星巴克规定,每个至少有半小时的员工可以享受医疗保健福利.舒尔茨把利用这种福利政策作为公司增长的关键,因为它赋予了星巴克一个更专门的员工队伍和一个极高的客户服务水平。该连锁店还实现了一个极低的周转率,平均快速食品业务的一半。这为星巴克创造了可观的数字回报,因为新员工在招聘和培训成本和生产力损失方面的支出为3000美元。

10.Schultz has remained firmly committed to employee and community enrichment, a philosophy which is embedded in the very core of Starbucks' business culture. He has never grown accustomed to success enough to forget his working-class roots. He dedicated his book to the memory of his father, whom he had once spoken harshly to and accused of a lack of ambition. They were words Schultz would regret the rest of his life, a reminiscence he wished he could scrub from his memory. His father received the diagnosis of lung cancer and died before his son became a millionaire. Schultz once told his audience that his crowning success was that “I got to build the kind of company that my father never got to work for.”

10 .舒尔茨仍然坚定地致力于员工和社区的丰富,一种根植于星巴克商业文化核心的哲学。他从未习惯于成功地忘记自己的阶级出身.他把书献给了他父亲的记忆,他曾经严厉地对他说过,并指责他缺乏野心。他们是舒尔茨会后悔他的余生,他希望他能从记忆中擦洗的回忆。他的父亲接受了肺癌的诊断,在他儿子成为百万富翁之前去世了。舒尔茨曾经告诉他的听众,他最大的成功是“我必须建立一种公司,这是我父亲从未为的。”

拓展阅读：大学英语写作技巧

一、文章结构

英语写作和汉语写作一样，要写出好文章除了要有好的内容外还少不了好的结构，而结构的好坏又取决于选词造句。

1. 切合主题

写作都有固定的主题，最忌讳的就是跑题。因此，一定要确保文章的内容与主题一致，否则再好的文章也是失败之作。

2. 措词

在写作时要选择准确、生动而形象的词，要有意识地使用俗语、成语等，这样可避免语言的单调贫乏，令文章生动而富有内涵。

3. 句子

写作忌枯燥乏味，不要用同一模式反复表达，可以尝试用多种方法来表达同一概念，不断变化句子结构，使语言丰富多彩。

二、 语法

我们写的文章，有时整篇没有几句通顺的话，这是因为忽视了语法。简单地说，语法就是一个句子的构成。明白了句子的构成就不会写出支离破碎的句子了。

语法学习很简单。有人或许会选择买厚厚的语法书来看，其实没有必要。看语法书枯燥无味，毫无感觉可讲，不如换种方法，放弃死记硬背，在阅读中学习语法。在阅读过程中我们会发现，同一个单词可能多次出现，而且作用不同，学会将这些常用词分类学习，语法学习也就容易多了。

三、单词

在大学英语学习过程中，单词对于大多数同学来说都是一大难题，然而在写作中单词的积累尤为重要。

对于记单词，我们可以在小本上抄写10个左右的单词，作为一天的任务，这样久而久之就会积累大量单词。另一种方法就是通过阅读记单词，在读的同时配合手写，这样不仅会读而且会写。

大学英语写作提升技巧

(1) 改变时态

The bell is ringing now. (一般)

There goes the bell! (高级)

(2) 改变语态

People suggests that the meeting be put off. (一般)

It is suggested that the meeting be put off. (高级)

(3) 使用不定式

He is so kind that he can do me a favor. (一般)

He is so kind as to do me a favor. (高级)

(4) 使用过去分词

Lisa walked out of the room and many guys followed her. (一般)

Followed by many guys, Lisa walked out of the lab. (高级)

(5) 使用v-ing 形式

When she arrives, please give me a call. (一般)

On her arriving, please give me a call. (高级)

(6) 使用名词性从句

She happened to have met him. (一般)

It happened that she had met him. (高级)

(7) 使用定语从句

The girl is spoken highly of. Her homework was well done. (一般)

The girl whose homework was well done is spoken highly of. (高级)

(8) 使用状语从句

I won’t believe what he says. (一般)

No matter what he says, I won’t believe. (高级)

(9) 使用虚拟语气

The patient didn’t die because there were the efforts of the doctor. (一般)

But for the efforts of the doctor, the patient would have died. (高级)

(10) 使用强调句型

I was born in 1987. (一般)

It was in 1987 that I was born. (高级)

(11) 使用倒装

Though I’m sick, I’ll carry on. (一般)

Sick as I am, I’ll carry on. (高级)

求新视野大学英语4读写教程第三版的电子书！

可可英语软件里面有新视野大学英语读写教程的文章。

《新视野大学英语》的学习对象是非英语专业的本科生，虽然也是分1-4册，但是起点非常高，学习者的高考英语成绩大多在110分以上。1-4册的跨度不是很大，基本实现从高考110分以上到CET-6甚至更高水平（在“终点”上，两者是很相似的）。

另外要注意的是《新概念英语》的1-4册跨度非常大，从“零基础”到相当于CET-6甚至更高水平，学习者的适用年龄从小学3-4年级到大学阶段（包括专科、本科和研究生以及在职英语学习者）。

《新视野大学英语》

《新视野大学英语》的每一册（每一级）都有《读写教程》、《听说教程》、《泛读教程》、《快速阅读》和《综合训练》五部分，是很明显的“模块”教学，目标性很明确，针对性非常强，也有很强的操作性，能有效地培养培养学习者听、说、读、写、译的能力。

在高考英语70-80分的基础上，学习《新视野大学英语》无法发挥教材的优势，也背离了教材编写的初衷，明显会感觉起步艰难，很容易“水土不服”，长期学习不见起色，会挫伤学习积极性和自信心的，最终可能导致厌学甚至弃学。

新视野大学英语unit4单词文本

NEW WORDS

impression

n. 1. the effect produced in **.'s mind 印象，效果

2. an idea or opinion that one forms about sth. 感觉，感想

conscious

a. 1. realizing sth. 感觉到，意识到

2. fully awake; knowing what is happening around 处于清醒状态，有知觉的

consciously

ad. 意识到地，感觉到地，神志清楚地

unconsciously

ad. 无意识地，无感觉地，神志不清地

self-conscious

a. 1. nervous or embarrassed about the way one looks or appears 不自然的，难为情的，忸怩的

2. strongly aware of who or what one is or what one is doing 有自我意识的

self-consciousness

n. 害羞，忸怩；自我意识

attitude

n. 1. a position of the body 姿势，姿态

2. the way one thinks and feels about sth. or **. 态度，看法

reaction

n. 1. the way a person reacts to something 反应

2. a course of change that occurs when two or more kinds of matter are put together 反应，作用

range

v. 1. occur (between certain limits)（在一定幅度或范围内）变动，变化

2. put things in rows; order in a line or lines 排列；把……排成行

n. 1. a choice; a variety 种类；广泛（性）

2. the distance over which an object can be sent or thrown; the distance over which a sound can be heard, etc. 射程；距离，范围

introduction

n. 1. the introducing of one person to another 介绍，（正式）引见

2. the introducing of sth. 引进，采用

▲spouse

n. a hu**and or wife 配偶（指夫或妻）

interview

n. 1. a meeting and discussion with **. seeking a job, etc.（对求职者等的）面谈，面试

2. a discussion in which a television or radio reporter asks a person questions that he thinks listeners would like to hear the answers to （记者等的）采访，访谈

vt. question a person in an interview 对……进行面谈（或面试）；对……采访

encounter

n. a meeting with **. that happens by chance 意外（或偶然）相遇

vt. meet or have to deal with (sth. bad, esp. a danger or difficulty) 遇到，遭遇（尤指危险或困难）

focus

v. direct attention, etc. to one point 使（注意力）集中

▲persuasion

n. the act of making **. do sth., or not do sth., by arguing with them and advising them 说服，劝说

persuasive

a. able to persuade **. to do or believe sth. 有说服力的，能使人相信的

presentation

n. the presenting of sth. 表现，描述

physical

a. 1. having to do with one's body 身体的，肉体的

2. having to do with things that can be seen 物质的，有形的，实物的

appearance

n. 1. what can be seen of a person, thing, etc. 外观，外貌，外表

2. the act of beginning to exist or becoming within one's reach 出现

rate

n. 1. the speed with which sth. happens or is done 速度，速率

2. the number of occasion within a certain period of time when sth. happens 比率，率

pitch

n. the highness or lowness of a voice or a musical note（说话等）声音（或音调）的高低度；音高

tone

n. the quality of a sound, esp. of the human voice 音调，音

gesture

n. a movement of the hand, head, etc. that expresses something 手势，示意动作

absorb

vt. 1. hold **.'s attention completely or interest **. greatly 吸引……的注意力，使……感兴趣

2. take in and hold sth. 吸收

▲stride

vi. walk with long steps, often because one is feeling very sure and determined 大踏步走，阔步行进

n. a long step 大步；步态，步法

impress

vt. make **. feel admiration and respect 给……深刻的印象，使钦佩

consistent

a. 1. always having the same opinions, standard, behaviour, etc. 一贯的

2. agreeing 一致的

consistently

ad. 一贯地，一直

speaker

n. a person who makes a speech to a group of people 演讲者，演说家

depress

vt. make **. unhappy 使抑郁，使沮丧

audience

n. a group of people who watch or listen to a play, concert, speech, the television, etc. 观众，听众

contact

n. 1. a state in which two people or things touch each other 接触

2. communication with a person, official group, country, etc. 接触，联系，交往

relax

v. make or become less worried or stressed; spend time not doing very much 使（困难等）减少；（使）休息，放松

■lighten

v. make or become less heavy or forceful 减轻，放松

entertainment

n. things that interest and humour people 娱乐；供消遣的东西

roar

vi. make a loud, deep sound 大声叫喊，咆哮

humor (英 humour)

n. the funny or pleasing quality or qualities of **. or sth. 幽默，诙谐

▲brood

v. (over, on) worry, or think a lot about sth. that makes one sad （不快或怨忿地）想；忧伤；考虑

PHRASES AND EXPRESSIONS

make up one's mind

decide 下定决心，打定主意

range from... to...

occur from...to... 从……到……（范围或幅度内）变化

focus on

direct (sth. such as one's attention) firmly on (a subject); pay attention to 使（注意力）集中在

drive **. crazy

make **. feel very angry or annoyed 逼得某人发疯或受不了

at one's best

in one's best state or condition 处于最佳状态，在全盛时期

communicate with

speak to; send a message to; be understood by (**.) 与……交谈，与……交流

lighten up

sth. you say to tell **. to stop being so serious or annoyed 放松，不要生气

take ...seriously

treat a thing or person as important 认真地对待

PROPER NAMES

Ailes

艾尔斯（人名）

Section B

NEW WORDS

statement

n. something that one says or writes, often officially 说话，叙述，声明

snap

a. done quickly and suddenly, often without careful thought 迅速的，突然的

judgment（英judgement）

n. 1. an opinion 看法，意见

2. the ability to form common sense opinions or to make wise decisions 判断力，识别力

▲seemingly

ad. in a way it appears; as if 从表面上看起来；似乎是

instant

a. immediate; happening suddenly or at once 立即的，即刻的；瞬间发生的

action

n. something one does 行为

assume

vt. accept or believe that sth. is true even though one has no evidence 假定；想当然认为，臆断

▲acquaint

vt. make someone or oneself familiar with or aware of 使认识，使了解

behavior (behaviour)

n. the way one acts or behaves 行为，举止

behavioral (behavioural)

a. concerning the behavior of an animal or a person, or the study of their behavior （关于）行为的；行为科学的

estimate

vt. figure out; judge 估计；判断

overestimate

v. think sth. is bigger or more important, etc. than it really is 过高估计，过高评价

obvious

a. easily seen or understood; clear 显然的，明显的

partial

a. not complete 部分的，不完全的

partially

ad. partly; not completely 部分地，不完全地

account

v. (for) explain or give a reason for 作出解释，提出理由，说明

n. 1. a report or description of sth. that has happened 记述，描述，报告

2. the plan by which a bank looks after your money for you 账户；交易关系

rub

vt. move one thing against another 擦，摩擦

aggressive

a. 1. using or showing force or stress in order to succeed 活跃有为的，积极进取的

2. ready or likely to fight or argue 挑衅的，侵略的

passive

a. not active; not showing any feelings or action 被动的；消极的

▲resent

v. feel angry about sth. because it is unfair （尤指因感到委屈、伤害等）对……表示忿恨，对……怨恨

resentful

a. feeling annoyed 充满忿恨的，怨恨不止的

function

n. the purpose or special duty of a person or thing 功能，作用，机能

social

a. 1. concerning the position of people in society 一定社会地位的

2. concerning how people or groups of people connect; about the order of society 社会的

status

n. one's social or work position when compared to other people 地位，身份

▲aspiration

n. (often pl.) a strong desire to have or do sth. （常用复数）强烈的愿望，志向

project

vt. 1. show or present (oneself or one's qualities) in a certain way 表明……特征，使呈现特性

2. plan 打算，计划

n. 1. a plan or secret plan 计划，规划

2. a piece of study or research （学术交流的）课题，作业，科研项目

promote

vt. 1. raise someone to a higher level or position 提升，晋升

2. encourage; help the progress of sth. 促进，增进

▲ornament

n. something added to make something else look better 装饰品，点缀品

medal

n. 奖牌，奖章，勋章

jewel

n. 宝石，宝石饰物；首饰

conviction

n. a very strong opinion or belief 坚定的信仰；确信

campaign

n. a plan to do a number of things in order to achieve a special aim 运动

belief

n. 1. an idea about faith, political ideas, etc. 信念，信仰

2. a feeling that **. or sth. is true, good or right, or that **. or sth. really exists 相信，信任

religious

a. 1. connected with faith 宗教的，宗教上的

2. having a strong belief in a faith 笃信宗教的，虔诚的

▲token

n. something that stands for or is a sign of something else 标志，象征

membership

n. the state of being a member 会员身份，会员资格

▲badge

n. 徽章，证章；标记，标识

achievement

n. something that is done successfully, esp. through hard work or skill 成就，成绩

economic

a. connected with the supply of money, trade, industry, etc. 经济的，经济上的

architecture

n. the style or kind of building 建筑式样，建筑风格

rigid

a. strict 严格的，死板的

▲norm

n. what people normally do or follow 准则

style

n. the way that sth. is done, built, etc. 样式，风格

life-style

n. the way one lives 生活方式

PHRASES AND EXPRESSIONS

lack of

not having enough of 缺乏，不足

find out

discover 找出，查明，发现

actions speak louder than words

one is judged by what he does, rather than what he says he will do 行动比言语更响亮；事实胜于雄辩

in relation to

concerning 有关，关于

become/be acquainted with

become/be familiar or friendly with 与……相识，了解

pick up

1. learn interesting or useful information 获得

2. learn a new skill or language by practicing it rather than being taught it 学会

in part

to some degree; not completely 在某种程度上；部分

account for

explain or give a reason for 作出解释，提出理由，说明

be/feel at home

be/feel comfortable 感到无拘束，感到熟悉

be content with

be satisfied or happy with 对……感到满足

a wealth of

a great quantity of 大量的，丰富的

PROPER NAMES

Phi Beta Kappa

PBK联谊会（美国大学优秀生和毕业生的荣誉组织，成立于1776年）；PBK联谊会会员

Victorian

connected with the time of Queen Victoria (1837-1901) （英国）维多利亚（女王）的，维多利亚时代的，维多利亚式的