Lesson 3 Michael Dell.docx

Lesson 3 Michael Dell.docx

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Lesson3MichaelDell

LessonThreeMichaelDell’sTwo-Billion-DollarDream

I.Teachingobjectives:

Getthestudentstolearnsth.FromthesuccessstoryofMichaelDell.

II.Teachingfocus:

1.words:

prospect;hefty;markup;surplus;excess;inventory;vengeance;painstakingly

figure;youngster;drive;confess;edge;

2.Phrases:

amazeof;attachto;joinin;callitaday;reelin;beimbuedwith;figureout;getoutof;inprospect;withavengeance;heapup;cometogripswith;specializein;keeppacewith;panout;edgeout;

3.Structures:

III.Warm-upActivities:

a）HowmuchdoyouknowaboutMichaelDellandBillGates?

b）WhatarethekeystoDell’ssuccess?

c）WhatarethequalitiesthatdistinguishDellfromothers?

d）Howmuchdoyouknowaboutthecomputergiant?

e）IsthereanythingyoucanlearnfromDell?

f）Listorgroupwordsandexpressionsaboutbusinessandtradeinthispassage.

g）Telltheclassmoreaboutwordsorexpressionsconcerningcomputertechnology.

SupplementMaterials:

IT/informationtechnology;superintegratedcircuits;

giantultra-high-speedcomputer;thirdgenerationmobile;3Gmobile

TCP/IP---transmissioncontrolprotocol/internetprotocol;

computerviruses;computercrime;e-mail/electronicmail;e-management

e-currency;e-commerce/EC;e-business;e-businesscertification

high-speedbroadbandnetworks;bulletinboardsystem/BBS;opticalvalley

CD-ROMmagazine;photo-communication;opticalcommunication

wideareanetwork（WAN）;Chinesecharacterprocessingsoftware;hacker

Y2Kproblem;cyberculture;centralprocessingunit（CPU）;interface

localareanetwork（LAN）;artificialintelligence（AI）;human-computerinteraction

softwarewizard;punchthecard;stampthecard;systemhalted;extranet

WorldWideWeb（WWW）;_ybercafé;cybereconomy;cyberspace

Cyberworld;netizen;web-surfing;cybercrime;shoppingonline

cyberbusiness;webpage;website;offline;download

TelecommunicationManagementBureauofMinistryofInformationIndustry

informationsuperhighway;informationrevolution;informationcontent

informationize;InformationTechnologyAgreement（ITA）;virtualnet

virtualreality;liquidcrystaldisplay（LCD）;two-waychargesforcellularphones

Internetserviceprovider（ISP）;Internetapplications;online;palmcomputer

laptop;GovernmentOnlineProject;Chineseinformationprocessingsystem

homepage

IntroductiontoDell:

MichaelDellisthechairmanandchiefexecutiveofficer（CEO）ofDellComputerCorp.whichhefoundedin1984with$1,000andaninnovativeidea:

sellcomputersystemsdirectlytocustomers.Byusingthisapproach,Dellhasmadeitselftheworld’smostpreferredcomputersystemscompanyandachiefproviderofproductsandservicesneededininformationtechnologyandInternetinfrastructure.In18years,thecompany’ssaleshavegrownto$31.2billionforthepastyear.

Becauseofthesuccessofthecompany,Mr.Dellhasbeenhonoredmanytimes.Hewaslistedasoneofthe25mostinfluentialglobalexecutivesin2001andhasbeennamedonvariousoccasionsandbymanyimportantbusinessmagazinesas“ChiefExecutiveoftheYear”,“ManoftheYear”,“TopCEOinAmericanBusiness”etc.

In1999,DellwrotethebookDirectFromDell:

StrategiesThatRevolutionizedanIndustry,whichimmediatelybecameabest-seller.

DellComputerCorporation,majormanufacturerofpersonalcomputers,computerperipherals,andsoftware.Amongtheleadingproducersofcomputersintheworld,DellsellsitsproductsdirectlytocustomersthroughtheInternetandmail-ordercatalogsratherthanthroughretailoutlets.ThecompanyisbasedinRoundRock,Texas.

Dellwasfoundedin1984byMichaelDell.In1983,duringhisfreshmanyearattheUniversityofTexas,heboughtexcessinventoryofRAMchipsanddiskdrivesforIBMpersonalcomputersfromlocaldealers.Heresoldthecomponentsthroughnewspaperadvertisementsatpricesfarbelowretailcost.By1984hissalestotaledabout$80,000amonth.InApril1984Delldroppedoutofschooltolaunchhiscompany.

ThenewcompanysoonbeganmanufacturingitsownIBM-compatiblecomputersunderthenamePCsLimited.BecauseDellsoldcomputersdirectlytousersthroughadvertisementsinmagazinesandcatalogs,thecompanycouldpriceitsmachineslowerthanthosesoldthroughretailstores.Salesreachednearly$6millionduringthecompany’sfirstyear,climbingto$34millionthefollowingyear.By1987Dellwastheleadingmail-ordercomputercompanyintheUnitedStates.Thatyearitcreatedasalesforcetotargetlargecorporationsandbeganaddinginternationalofficestocapturethedirect-mailmarketoutsidetheUnitedStates.

Whilethecompanycontinuedtogrowrapidly,Dellexperiencedaseriesofsetbacksthathurtprofits.In1990thecompanybegansellingcomputersthroughretailstores,aneffortitabandonedin1994.In1991Delllaunchedalineofnotebookcomputers,butqualityproblemsandinadequateproductionplanningforcedthecompanytostopsellingthemforayear.In1994Delllaunchedanewlineofnotebookcomputersandexpandedeffortstoincreaseoverseassales.Dellalsobeganfocusingonthemarketforservers,whicharecomputersusedtorunlocalareanetworks.

Bythelate1990s,Dellwasfirmlyinplaceastheworld’snumberonedirectsellerofcomputers.Morethan50percentofthecompany’scomputersalestransactionstookplaceviaitsWebsite,whichgeneratedworldwidesalesinexcessof$40millionaday

IntroductiontoBillGates:

Gates,WilliamHenry,III（1955-）,Americanbusinessexecutive,whoservesaschairmanandchiefsoftwarearchitectofMicrosoftCorporation,theleadingcomputersoftwarecompanyintheUnitedStates.Gatesco-foundedMicrosoftin1975withhighschoolfriendPaulAllen.Thecompany’ssuccessmadeGatesoneofthemostinfluentialfiguresinthecomputerindustryand,eventually,oneoftherichestpeopleintheworld.

BorninSeattle,Washington,Gatesattendedpublicschoolthroughthesixthgrade.IntheseventhgradeheenteredSeattle’sexclusiveLakesideSchool,wherehemetAllen.Gateswasfirstintroducedtocomputersandprogramminglanguagesin1968,whenhewasintheeighthgrade.ThatyearLakesideboughtateletypemachinethatconnectedtoamainframecomputeroverphonelines.Atthetime,theschoolwasoneofthefewthatprovidedstudentswithaccesstoacomputer.

Soonafterward,Gates,Allen,andotherstudentsconvincedalocalcomputercompanytogivethemfreeaccesstoitsPDP-10,anewminicomputermadebyDigitalEquipmentCorporation.Inexchangeforthecomputertime,thestudentstriedtofindflawsinthesystem.GatesspentmuchofhisfreetimeonthePDP-10learningprogramminglanguagessuchasBASIC,Fortran,andLISP.In1972GatesandAllenfoundedTraf-O-Data,acompanythatdesignedandbuiltcomputerizedcar-countingmachinesfortrafficanalysis.Theprojectintroducedthemtotheprogrammable8008microprocessorfromIntelCorporation.

WhileattendingHarvardUniversityinCambridge,Massachusetts,in1975,GatesteamedwithAllentodevelopaversionoftheBASICprogramminglanguagefortheAltair8800,thefirstpersonalcomputer.TheylicensedthesoftwaretothemanufactureroftheAltair,MicroInstrumentationandTelemetrySystems（MITS）,andformedMicrosoft（originallyMicro-soft）todevelopversionsofBASICforothercomputercompanies.GatesdecidedtodropoutofHarvardinhisjunioryeartodevotehistimetoMicrosoft.In1980MicrosoftclosedapivotaldealwithInternationalBusinessMachinesCorporation（IBM）toprovidetheoperatingsystemfortheIBMPCpersonalcomputer.Aspartofthedeal,Microsoftretainedtherighttolicensetheoperatingsystemtoothercompanies.ThesuccessoftheIBMPCmadetheoperatingsystem,MS-DOS,anindustrystandard.Microsoft’srevenuesskyrocketedasothercomputermakerslicensedMS-DOSanddemandforpersonalcomputerssurged.In1986Microsoftoffereditsstocktothepublic;by1987rapidappreciationofthestockhadmadeGates,31,theyoungesteverself-madebillionaire.Inthe1990s,asMicrosoft’sWindowsoperatingsystemandOfficeapplicationsoftwareachievedworldwidemarketdominance,Gatesamassedafortuneworthtensofbillionsofdollars.Alongsidehissuccesses,however,Gateswasaccusedofusinghiscompany’spowertostiflecompetition.In2000afederaljudgefoundMicrosoftguiltyofviolatingantitrustlawsandordereditsplitintotwocompanies.Anappealscourtoverturnedthebreakuporderin2001butupheldthejudge’srulingthatMicrosofthadabuseditspowertoprotectitsWindowsmonopoly.InNovember2001MicrosoftreachedasettlementwiththeU.S.JusticeDepartmentandninestates,andayearlater,thesettlementwasupheldbyafederaldistrictcourtjudge.（FormoreinformationonthehistoryofMicrosoft,seeMicrosoftCorporation.）

Gateshasmadepersonalinvestmentsinotherhigh-technologycompanies.Hesitsontheboardofonebiotechnologycompanyandhasinvestedinanumberofothers.In1989hefoundedCorbisCorporation,whichnowownsthelargestcollectionofdigitalimagesintheworld.

Inthelate1990sGatesbecamemoreinvolvedinphilanthropy.WithhiswifeheestablishedtheBill&MelindaGatesFoundation,which,rankedbyassets,quicklybecameoneofthelargestfoundationsintheworld.Gateshasalsoauthoredtwobooks:

TheRoadAhead（1995;revised,1996）,whichdetailshisvisionoftechnology’sroleinsociety,andBusiness@theSpeedofThought（1999）,whichdiscussestheroletechnologycanplayinrunningabusiness.

In1998GatesappointedanexecutivevicepresidentofMicrosoft,SteveBallmer,tothepositionofpresident,butGatescontinuedtoserveasMicrosoft’schairmanandchiefexecutiveoffice