The Business of Basketball

关于NBA，作为我们90后这一代，我们几乎都知道它现在的辉煌和灿烂，并崇拜着某些篮球巨星，比如科比.布莱恩特、勒布朗.詹姆斯以及我国的姚明等，但我们可否知道在20年前，NBA的市值跌倒了1550万美元，23支球队中有17支濒临破产，在美国的四大联赛中，它是倒数第一。也就是19xx年，一位新总裁的到来似乎彻底改变了这里的一切，篮球

联赛重新跃居四大联赛之首，20xx年NBA30支球队平均价值达到3.26亿美元，平均增长率为9%，20年，NBA的总资产翻了5番。这位新总裁就是大卫.斯特恩，下面就让我们浅谈他是如何缔造了NBA辉煌的篮球帝国。

首先就从大卫.斯特恩的造星运动开始谈起，当斯特恩刚上台时，正值湖人和凯尔特人争霸天下，两支球队各有一位超级巨星，一位是湖人的约翰逊，一位是凯尔特人的伯德。斯特恩就把他们两位作为联盟的形象推向市场，无数球迷因为喜欢这两位球星，从而喜欢上了NBA。当这两位退役之后，斯特恩就积极寻找下一位能够代表联盟的超级巨星，恰逢此时，乔丹的横空出世弥补了这个空缺，于是斯特恩就在各种场合宣传乔丹，乔丹也以他精湛大的技术和迷人的笑容征服了全世界的球迷，从此NBA逐渐成为国际化的联赛。乔丹退役之后，斯特恩又寻找新的代言人，此时众多超级巨星的出现，让NBA越来越强大，特别是拥有超级巨星的那些球队的市值逐年攀升。

在造星运动的同时，斯特恩积极的把NBA进行全球化推广，在全球化的过程中，其中最重要的一站非中国莫属，中国的13亿人口深深地吸引了斯特恩的眼球，为了在中国打下深厚的球迷基础，19xx年以前，NBA基本上是免费赠送节目内容和信号，NBA官方还自掏腰请央视的转播小组现场直播明星赛和总决赛，不仅在中国，在其他国家也有类似的策略，NBA的篮球无疆界活动遍及亚洲、非洲、南美洲和欧洲四大洲，在努力让更多的球迷亲身的体验NBA的同时，NBA也在不断的扩大他们的全球电视转播网络，让世界更多地方的球迷能够从电视上欣赏到NBA的精彩赛事，至今，NBA比赛通过43种语言，160多家电台，传播到200多个国家和地区，涉及观众达31亿人次。

NBA的成功之道是NBA的经营智慧所成就的，NBA是美国社会的一个缩影，它以金钱为圆心，充分吸纳社会资源的社会关注，并达到实现经济利益最大化和提升社会生活品质的双重目的。NBA品牌经营智慧，是NBA的生存之道，是NBA精神的发扬光大的动力源泉。

NBA的市场推广法层出不穷，就以在中国为例，NBA策划了一系列关注弱者的活动，一些NBA球星陪伴艾滋儿童体验大学生活并与他们沟通交流，进而减少他们的心里障碍，帮助他们走出艾滋的阴影，同时，一些球星携手当地媒体和农民工子弟一起回忆童年，出资兴建学习中心，这些活动使NBA在中国树立了良好的形象，吸纳了新一批的中国球迷。不仅如此，NBA借助中国本地的超级巨星进一步扩大它的经营范围，最具代表性的就是拍摄有关姚明的纪录片，再次激起了中国对篮球的热情。

NBA并不是大家想象的再一开始就是美国最大的篮球联赛，NBA的前身是BAA，在BAA成立之初，与其共存的NBL拥有当时水平最高的职业选手，并且他们懂得如何训练和培养运动员，于是BAA总裁普多洛夫决定在跟进NBL的同时，实行抢先、垄断策略，最终在实力上远远超过了NBL，从而完成了对NBL的吞并，但是好景不长，美国的又一个职业联盟ABA协会成立，NBA采取同样的抢先、垄断策略，兼并了ABA，完成了对美国篮球市场高水平联赛的垄断。

NBA能够发展到现在的篮球帝国离不开众多球迷对于球队和球员的忠诚和热爱，每位球迷热爱球队，希望球队获得胜利，即使球队处于低谷，也不会对球队失去信心，期盼着有一天能够卷土重来。愿意为球队付出自己的一切，不会背弃而去，而他们所希望得到回报，也仅仅是一场胜利所带来的喜悦，以及一种自我投入后的满足。对于尼克斯队的球迷来讲，即使是前几个赛季尼克斯无缘季后赛，纽约球迷仍然给予尼克斯队百分之百的上座率。球队上座率最奇特的还属公牛队，自从公牛王朝解体之后，球队成绩一滑再滑，但公牛队却拥有天底下最忠诚的一帮球迷。NBA的每一支球队都有一批最忠诚的球迷，正是这些忠诚球迷，为他们带来了荣誉和巨大的利润。

NBA关注场上每个环节，众所周知，NBA比赛的暂停很多，教练可以借此机会布置

战术，球员可以获得喘息机会，而负责转播的电视台也可以插播广告，但对现场观众来说，突然停下来看一群大男人围在一起窃窃私语，显得大煞风景。于是，NBA每支球队就组建了拉拉队，每一支球队的拉拉队都拥有自己的口号、吉祥物和颜色，NBA的拉拉队不仅是比赛的点缀，也是美国篮球文化的一部分。NBA的这种场上氛围管理，不但吸引着观众，而且吸引着更多的年青美貌的美女们想加入NBA的拉拉队中，这自然更加强了NBA的品牌魅力。

NBA的在品牌推广上更是大煞苦心，前几年，NBA来中国打几场季前赛，赛场的木地板全部从美国空运而来，场馆内的灯光、音响乃至运动员淋浴室的装备也都由美国引进，就连记者工作室的电话也来自美国，也许你认为这样的所作所为很夸张，但这恰恰是NBA的成功所在。斯特恩总是善于抓住任何一个能够作秀的细节来有声有色的大做文章，商业化的关键是产品的标准化和品牌化。

NBA职业篮球之所以能够发展到今天的辉煌，与NBA老板的炸作是分不开的。他们总是通过各种媒体对每一场竞赛进行广泛炒作，在NBA中他们炒作的最大特点就是对明星的炒作，从而引起观众的轰动效应。NBA对外传播自己的品牌靠的就是炒作。对于一个企业来说，同样，无论是产品、自身形象等宣传上同样也离不开炒作。

NBA成功的商业模式值得每个企业以及每个人的学习，它让我们懂得了什么叫做坚持，什么叫做循环渐进的成长，什么叫做适时出击。斯特恩的经营智慧使得NBA更加壮大和辉煌，让NBA成功的实现国际化，真正成为了商业篮球帝国。

第二篇：Unit 4 Reading The history of basketball

Unit 4 Reading The history of basketball

一、教学内容：

本篇文章重点单词和词组：

invent 发明 inventor发明者，发明家 court球场

factory工厂 challenge向?挑战 indoors在室内

hard硬的 wooden木质的

hoop篮圈 basket篮 touch接触、碰撞 balcony看座、看台

divide 分、分开 backboard篮板

compete竞争、对抗 earn挣得 replace替代、替换

NBA（National Basketball Association ）全美篮球协会

increase增加，增长 separate 分、分开

non－contact sport互不接触的运动

divide into 把…分成 in history在历史上

stop ? from …阻止 be replaced by 被?取代

much more 更加，更不用说

课文大意：

请大家看一下练习题的第二道，从这个题我们可以了解到文章的大意，即篮球发展的历史过程：

In 1861 , basketball’s inventor was born.

In 1891 , the first game of basketball was played.

In 1936 , basketball became an Olympic event.

Since 1949 , basketball courts have been seen everywhere in factories , schools , and even

houses in China.

二. 重点、难点： 1. China is a large country with many different and interesting ways of doing things.

with在这里表情况

在中国这样一个大国里，各种不同的做事方式无奇不有

2. But people who travel around China can always see one thing that is the same everywhere

basketball.

在本句中出现了两个定语从句

（1）Who travel around China

（2）that is the same everywhere

分别修饰people 和one thing

翻译时应把定语从句放在所修饰词的前面

但在中国旅游的人总能看到一样东西各处都是一样的－－篮球

3. This much - loved sport is enjoyed by men and women , and by young and old.

（1）much - loved为合成词，深受人喜爱的，是个形容词

类似的词有kind-hearted热心肠的warm-hearted

near-sighted近视眼的

three-legged 三条腿的

（2）be enjoyed by为被动语态，应译为“被…喜爱的，深受…喜爱的”

（3）young 和old在这里被用作名词，应译为年轻人和老人

这项运动深受男女老幼的喜爱

4. The sport of basketball is a little over a hundred years old. a little over应译为稍多于 5. Since 1949 , basketball courts have been seen everywhere. have been seen 是现在完成时被动语态

它的构成为主语＋have / has / been +过去分词

自从19xx年，篮球场已经在中国的工厂，学校甚至家庭中随处可见。

6. Millions of people play the sport for fun and exercise , but few people know how

basketball started.

（1）million

当我们说一百万、两百万、三百万…时，million不变复数

one / a million ， 2 million 3 million

而说“数以百万计”的，million 应变复数 millions of

（2）few 几乎没有

few+可数名词

上百万的人出于娱乐和锻炼的目的打篮球，但很少有人知道篮球的起源

7. Basketball was invented by a Canadian doctor.

was invented by 是一般过去时的被动语态，应译成被发明

其句式是主语＋was / were ＋过去分词＋by短语 8. his teacher challenged the class to invent a new game challenge

（1）n. 名词，挑战 It’s really a challenge for me.

这对我来说确实是个挑战。

（2）v. 动词＝ask someone to do something different , challenge sb to a game of tennis.

要求某人参加网球比赛

She challenged the newspaper to prove its story.

她要求这家报纸证实报道的真实性 9. the teacher wanted a game that people could play indoors.

（1）indoor形容词，在室内进行或放置的，适用于室内的

indoor games , activities 室内游戏、活动

（2）indoors 副词，在室内，往室内

go / stay indoors 进/留在屋内 10. But he wanted the game to be a non-contact sport because it would be played on hard

wooden floors

would be played 为过去将来时被动语态

其构成为would + be + 过去分词 11. If people touched , they could fall down and get hurt . 如果人们互相接触的话，他们就会摔倒并且受伤。

get hurt 也可以说be hurt , get为系动词，hurt为过去分词 12. He put them high on the balcony where people sat looking down at the players

他把它们（篮筐）放在比较高的位置，这样人们（观众）就可以坐在看台上俯视篮球运动员了。

（1）Where people sat looking down at the players.

这部分为定语从句，修饰前面的balcony.

（2）looking down 为现在分词，表伴随的动作

（3）balcony此处为“看台”，此外，它还有“阳台”的含义。

13. He divided them into two teams of nine and taught them how to play his new game.

他把他们（18人）分成9人的两队，然后教他们如何做这个新游戏 divide into 是个词组意为“分成”

If you divide 6 into 30 / divide 30 by 6 ,

the answer is 5.

以6除30，答案为5。

The teacher divide the students into 2 parts.

老师把同学们分成两部分 14. They played the first basketball game in history .

in history是个词组，意为“在历史上”

15. The backboards behind the baskets were added to stop people in the balcony from trying

to catch the ball

（1）stop sb from doing 阻止某人做某事

Can you stop the child from getting into mischief ?

你不能制止那个孩子恶作剧吗？

What can stop us from going if we want to go ?

如果我们要去，什么能阻止我们不能成行呢？

（2）were added 为被动语态，“被加进去”

整句应译为：篮筐后面的篮板被加了进来，以防止看台上的观众接住球 16. Later , the baskets were replaced by net.

be replaced by 被…代替

后来，篮子被篮网代替了。

17. For many years , Americans were the most famous basketball players , but the sport is much more international.

多年以来，美国人一直以篮球著称于世，但这项运动更是一场国际化的运动。 much more 是个词组，意为更加，更不用说

如：It’s difficult to understand his books , much more his lectures. 他的书难懂，它的演讲就更难懂了。 18. Many top players from around the world earn big money playing in America’s NBA.

很多顶尖的运动员通过在美国NBA中打球挣大钱。

（1）top players 顶尖运动员，我们还可以说top students.

（2）playing …为现在分词作状语表方式

课文结构分析：

本篇文章共6段（6 paragraphs）

1段和2段应为一部分The situation in China. 中国的情况

（1）Basketball is enjoyed by men and women , and by young and old.

（2）Few people know how basketball started

3段和4段应为一部分

How was basketball invented.

篮球是怎样被发明的。

5段6段为一部分

The development of basketball . 篮球的发展。

（1）In 1936 , basketball became an Olympic event.

（2）It’s an international sport.

（二）主观判断题

中考“阅读理解”题不仅要求考生读懂一个个的句子，而且要求能理解这些句子之间的内在联系。有的

试题要求根据中学生必须具有的一般常识，对所读的短文进行一定程度的推断；有的试题还要求了解其内在

的逻辑关系，从而对所读的内容形成更深入的理解。一般来说，这类问题都不可能直接从原文中找到答案，

必须根据原文提供的有关信息，进行合理的推理和判断才能回答。完成主观判断题通常应注意以下五点：

1. 运用常识，合理判断。例如：

20xx年北京海淀区中考“阅读理解”题原文（A）中有这样的内容：

One day we invited some friends to dinner . When it was about six o’clock , my wife found

that we had little bread . So she asked our five-year-old daughter , Kathy , to buy some . 针

对这段话，有如下一个问题：

One day Kathy’s parents invited some friends to _______.

A. have breakfast

C. have supper B. have lunch D. have a party

［解题指导］从短文中不难看出：文中的“we”就是问题中的“Kathy’s parents”。原文中提到“请

客吃饭”（we invited some friends to dinner），但是，在早（breakfast），午（lunch），晚

（supper）三餐中，却未明确指出到底吃哪一个。英语中“dinner”的词义是main meal of the day .

whether eaten at midday or in the evening 。一般译为“正餐”，即：一日间的主餐，而且，中午或晚

上吃均可。下文谈到：When it was about six o’clock , my wife found that we had little bread.

显然，快六点（about six o’clock）了，主人还未准备就绪。这里的“six o’clock”，合理的解释无疑

是下午六点。因此，根据一般人“一日三餐”的基本常识，他们请客吃饭的只能是晚饭，故正确答案为：C.

have supper。

2. 根据情景，进行猜测。例如：

20xx年福州中考“阅读理解”题中有这样一段话：

People are often killed while crossing the road . Most of them are old people and children .

Old people are often killed because they usually can’t see or hear very well . Children are

often killed because they are careless.

句子中的“careless”是生词，因此，针对这一生词，设计了如下一道题，涉及词义猜测：The word

“careless”means ______.

A. careful B. not careful

C. take care D. more careful

中考“阅读理解”题中的“词义猜测”，并不要求考生根据构词法去分析单词的词义，而是要求考生根

据有关信息对生词的词义进行推断性的猜测。上文指出：老年人过街死于车祸是因为“耳不聪，目不明”

（Old people are often killed because they usually can’t see or hear very well. ），那么，小

孩子过街死于车祸的原因是什么呢？当然，不可能是“小心谨慎”（careful , take care），也不会是

“更小心谨慎”（more careful），只可能是careful的反义词“not careful”。因此，careless的词义是

not careful（粗心大意）便显而易见。可见，这种词义猜测也是建立在对上下文的正确理解之上的。

3. 利用信息，举一反三。例如：

2001四川省中考“阅读理解”题短文（A）中有这样两段话：

Most English people have three names : a first name , a middle name and the family name .

For example , my full name is Jim Allan Green . Green is my family name . My parents gave me

both of my other names.

People don’t often use their middle names very much . So “John Henry Brown”is usually

called “John Brown”.

该短文谈到英国和美国人的姓氏规律。短文最后有如下一个问题： If your American friend’s name is Lucy Smith , _______.

A. Lucy is her family name

B. Smith is her family name

C. Smith is her given name

［解题指导］

由于国情不同，英美人的姓名与我们中国人的姓氏规律是不同的。我们中国人的姓名是姓在前，“名”

在后。短文中对英国人的姓氏规律提供了如下信息：Jim Allan Green 如果是全名（full name）的话，

Green是“姓”（Green is my family name. ）, Jim Allan 则相当于中国人的“名”（My parents gave

me both of my other names. ）。同时，英国人不常用中间那个名字（People don’t often use their

middle names very much. ）因此，一般叫作“John Brown”。当然，其中的“Brown”仍为“姓”

（family name）。

此题中的美国朋友被称为Lucy Smith ，根据“John Henry Brown”可以化简为“John Brown”，

“Brown”仍为“姓”（family name）这个信息，举一反三，不难看出“Lucy Smith”中的“Smith”是这

位美国朋友的“姓”（family name）。故此题的答案为：B. Smith is her family name。

4. 纵观全文，概括大意。例如：

20xx年广州中考“阅读理解”短文（A）谈到大海中的鲨鱼，文后有这样一道题：

This passage is about ______.

A. what a shark is

B. the best place to swim in

C. how to swim safely

D. how to ride on sharks

解答这类题的关键在于找出主题句。一般来说，一篇文章中暗示主题的句子通常在文章的第一段或最后

一段。但要注意，对这类题目的解答不能停留在对原文中某个词语或句子理解的水平上，而必须对文章的有

关信息或全部信息进行必要的加工、处理，进而达到语篇水平上的理解才能正确选择，切忌以点代面，以偏

概全。

首先，不妨观察此文第一段：

A shark is a large , fierce fish . What will you do if you meet a shark while you are

swimming ? One man who knows all about sharks has given some rules to help you swim safely.

尽管此文谈到鲨鱼许多方面的生活习性，但是，其出发点是通过了解鲨鱼的生活习性，告诫人们游泳时

如何保护自己。比较该文前几段的第一句：

Don’t swim in waters where there are sharks.

If you see a shark , swim slowly for the shore.

If Mr. Shark comes too close , put your head under water. But what to do if he still keeps coming after you ?

［解题指导］显然，纵观全文，不难看出，答案：C. how to swim safely. 比其它选择项更能概括全

文的大意。如果抓住短文中的只言片语，就把它确定为一篇文章的主题，则难免偏离主题，犯“以偏概全”

的错误。

5. 深入理解，符合逻辑。例如：

20xx年四川“阅读理解”短文题（I）的故事性很强。该短文讲述某地地震期间，为保证安全，父母决

定把孩子Johnny送到伯父Peter家。伯父同意了，但是强调“but I’m not used to children . I live a

very quiet and peaceful life. ”两天后，Peter发来电报：电文是：“Am returning child . Please

send earthquake. ”不妨译为：小孩送回，宁愿地震。显然这份电报确实令人费解。

短文后有如下一个问题：

Which of the following is true ?

A. Peter felt very happy when Johnny lived with him.

B. Peter didn’t like to live with a child like Johnny.

C. Johnny was a bad boy.

［解题指导］短文提到了地震的危害（Many houses were broken. ），而且，也估计到下一次地震的

危害更大（The second earthquake would be worse than the first. ）。既然如此，Peter还要“Please

send earthquake”（宁愿地震），说明小孩Johnny 在家的表现比发生地震还可怕。也从另一个角度说明

Peter强调的“I’m not used to children. ”（我不习惯带小孩）也非同寻常。可见，选择B. Peter

didn’t like to live with a child like Johnny （不喜欢和这样的孩子一起生活）是恰如其分的。

设计这类需要逻辑推理的试题时，一般来说，作者在短文中总是会转弯抹角，有目的地使用某些词语来

暗示自己的观点。上文提到的“Am returning child . Please send earthquake. ”便是一例。在做这类

题时，同学们必须依据文章提供的这些信息，进行分析、推理、判断，从而得出答案。但是推理一定要符合

逻辑，做到言之有据，言之有理。

【模拟试题】

一. 根据课文内容判断正误（True or False）

1. Basketball was invented in 1861. （ ）

2. Basketball is a non-contact sport. （ ）

3. Naismith added backboards behind the baskets to help the players put the ball in the

baskets. （ ）

4. A basketball team from China competed in the Berlin Olympic in 1936. （ ）

5. Chinese basketball players began to play in NBA. （ ）

6. Each team has 6 players at the beginning（ ）

二. 用所给动词的适当形式填空：

Basketball is an international sport . It 1 （play）by more than 100 million people in

208 countries . It 2 （enjoy）by men and women , and by young and old . But few people

know the history of basketball . It 3 （invent）by Naismith , a Canadian doctor He 4 two fruit baskets as basket hoops , and 5 （put）them high on the balcony. Later , the baskets 6 （replace）by nets and backboards 7 （add）to stop people in

the balcony from trying to catch the ball.

In 1891 , the first basketball game 8 （play）in history . In 1936 , basketball 9

（become）an Olympic event.

三. 阅读理解：

Basketball is still a young game . It’s over a hundred years old . In the winter of 1891 ,

a certain college was having some trouble with its boy students . The weather was bad and the

students had to stay indoors . As they couldn’t play outdoors , they were unhappy , and some

even got into fights from time to time.

Some of the teachers , at the college asked Dr. Naismith to invent a game so that the

students might have something to play with . It was not easy to invent such a game because it

had to be played indoors , and the court was not very large.

Dr. Naismith thought for a few days and invented a kind of ball game . It was a fast ,

wonderful game with much moving and passing of the ball . It was played between two teams . To

make a score , the ball had to be thrown into the basket ten feet above the floor on the wall .

At each end of the court there was such a basket . At first , Dr. Naismith wanted to throw the

ball into a box . As he could not find boxes of the right size , he had to use fruit baskets

instead . That is how the game got its name.

根据短文选择最佳答案。

1. How long is it since basketball was invented ?

A. 1000 years

B. Less than 100 years

C. 1100 years

D. More than 100 years

2. The students felt unhappy because _______.

A. they couldn’t play outdoors

B. they often got into fights

C. they had much homework to do

D. they had little time to study

3. Who asked Dr. Naismith to invent a game ?

A. Some students

B. Some teachers

C. Some students’ parents

D. Some of his friends

4. When a student ______- , he makes a score.

A. receives the ball.

B. throws the ball to another student

C. runs quickly with the ball in his hand

D. throws the ball into the basket

四. 读与写：

The Birth of American Football

A hundred years ago , the game we now call football did not exist . American football

started during a game between two colleges . The teams had gotten together to play what they

called “football”, but each team played by different rules . One team played what we now

call soccer （英式足球）. The other played what we now call rugby （橄榄球）

Both games had been invented a thousand years before . In the first kind of football game

ever played , all the men from one village tried to kick a ball into another village . The men

of the second village tried to kick the ball into the first . Hundreds of people joined in

running everywhere , ruining （毁坏）crops and knocking down fences . In time , people agreed

on some rules to keep order , but many rules were left open to change . Different rules

developed in different places .

When the two colleges met to play football , each followed its own rules . They mixed the

games together and invented a new game . A hundred years later we call that game American

football.

In what ways do you suppose the games we know now will have changed in another hundred

years ?

1. Finish the following sentences with the given words . 用所给词完成下列句子。

ago , before , later , during , between

（1）My grandfather died five years __________

（2）My grandmother had already died three years _______ （that）

（3）What’s the difference _________ soccer and rugby ?

（4）They lived abroad _______ the war.

（5）You go first , and I’ll come five minutes _______.

2. （1）Do you like sports ? Write down the reason.

_______________________________

（2）What’s your favourite kind of sport ? Why do you like it ? _________________________________

3. 运用你的想象力，再过100年之后，英式足球会变成什么样。

（使用一般将来时）

Use your imagination , what will soccer be like in 100 years ? _________________________________________________________________

【试题答案】

一. 1. （F） 2. （T）

5. （T） 6. （F）

3. was invented 4. used 3. （F） 4. （T） 二. 1. is played 2. is enjoyed

5. put 6. were replaced by

7. were added

三. 1. D 2. A 8. was played 3. B 4. D 9. became

四. 1. （1）ago（2）before that（3）between（4）during（5）later

2. （1）Yes , I do. I play it for fun and exercise.

（2）My favorite kind of sport is basketball , I like it because it is very exciting

and basketball players are energetic and cool.

3. I think soccer will change a lot in the future .

There will be more players on the court and the time will be longer . And the judge will

be replaced by a computer or a robot . Maybe the ball won’t be round . People will be more

interested in soccer . And the tickets will be more expensive.