Unit 5（课件）- 《新商务英语综合教程2》同步教学（清华大学版）

Section A: Lead-in 2 Learning Objectives 1 Section D: Fun Time 5 Section B: Readings 3 4 Section C: Grammar 1 Learning Objectives In this unit, you will get to know about the functions of R&D; learn how to organize R&D for the future; grasp the vocabulary related to research and development in this unit; review noun clauses. Section A: Lead-in I. “Selling is marketing, but marketing is not selling.” Then what is marketing? And what are the duties of the marketing department? 2 II. Look at the picture below. What do you think the Research and Development guys should spend their money on? 3 Section B: Readings Research and Development Organizing R&D for the Future Pre-reading Questions: 1. What do you think a Research and development (R&D) department should do? 2. How many kinds of R&D do you know? 3. What is the relationship between research and development? Research and Development Research and development (R&D) represents a large and rapidly growing effort in both industrialized and semi-industrialized nations. The reason for such an increased emphasis on R&D is that it creates new or improved technology that in turn can be converted through technology management into a competitive advantage at the business, corporate, and national level. While the process of technological innovation is complex and risky, the rewards can be very high, as witnessed, for example, by GE Engineering Plastics. Started in 1957 and based on R&D, the business grew to $7 billion in sales by 1997. The objective of academic and institutional R&D is to obtain new knowledge, which may or may not be applied to practical uses. In contrast, the objective of industrial R&D is to obtain new knowledge applicable to the company’s business needs that eventually will result in new or improved products, processes, systems, or services that can increase the company’s sales and profits. The National Science Foundation defines three types of R&D: basic research, applied research, and devel