体验商务综合英语4unit4success.docx

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体验商务综合英语4unit4success.docx

体验商务综合英语4unit4success

商务综合英语课程教案

授课时间

第周星期第节

课次

授课方式

(请打√)

理论课√讨论课□实验课□习题课□其他□

课时

安排

6

授课题目(教学章、节或主题):

Unit4Success

Teachingobjectivesandrequirements(教学目的、要求):

Studentsarerequiredto

1.Mastereconomicvocabularyinsuccessfulbusinesscompaniesandpeople;

2.Befamiliarwithbusinessnegotiatingskills;

3.Gettoknowtheelementsofbusinesspeopleandcompanies.

4.Learntheskillsofbusinessnegotiating

Teachinghighlightsanddifficulties(教学重点及难点):

Highlights:

1.graspthenecessaryelementsofhowacompanyoranindividualgetsuccessinbusiness.

2.mastereconomicvocabularyinsuccessfulbusinesscompaniesandpeople

Difficulties:

1.understandthevariousmethodstonegotiateinbusinesssuccessfully;

2.expressthemselvesmorefreelyonthethemeafterdoingaseriesoftheme-relatedreading,listening,speakingandwritingactivities;

 

Timeallotment(教学时数):

6Periods

Teachingmethod(教学方法):

1.GroupDiscussion

2.Exemplificationanddemonstration;

3.Task-basedteaching

4.Teams-basedCooperativeLearning

References(参考书目):

1.科顿,法尔维等编,体验商务英语综合教程4,《体验商务英语》改编组改编,高等教育出版社,

2.马斯库尔,海特勒著,体验商务英语教师用书4,《体验商务英语》改编组改编,高等教育出版社,

3.蒋景东著,常用商务英语词典,浙江大学出版社,2012,5.

4.(英)帕金森 编著,牛津英汉双解商务英语词典,华夏出版社,2011

教学基本内容

方法及手段

IITeachingprocedure

Step1Startingup:

(20minutes)1)

1)Namethemostsuccessfulbusinessperson/peopleinourcountryand/orinothercountries.

2)discussthefollowingquestions.

WhatmakepeoplesuccessfulAddmorewordstothelist.Thenchoosethefivemostimportant.

3)B.Talkaboutapersonyouknowwhoissuccessful.Whyaretheysuccessful

4)C.Whatarethebestindicatorsofone’ssuccess

Step2Listening:

ASuccessfulbusiness(50)

notes

advent英['ædvənt]美['ædvənt]n.到来;出现;基督降临;基督降临节

quartz英[kwɔːts]美[kwɔrts]n.石英

phenomenalgrowthpotential非凡的增长潜力

gimmick英[‘gɪmɪk]美[’ɡɪmɪk]n.暗机关;骗人的玩意;花招vt.使暗机关;搞骗人的玩意

Listenanddecidewhetherthestatementsaretrueorfalse.

1.F2.T3.T4.F5.F6.T

(I=Interviewer,CN=CatherineNg)

IWhatfactorshavemadeyourbusinesssuccessful

CNFirstofall,theadventofLCDwatchtechnologyinthe1970screatedavastopportunityforus.YouseealthoughtheSwisswerethefirsttodevelopaquartzwatch,thesupportoftheSwissmanufacturerswasnotstrongastheyoverlookedthephenomenalgrowthpotentialofthemarket.Theybelievedtheirmechanicalexcellencewouldkeepthemleadersoftheindustryandthatthequartzwatchwasonlyagimmick(花招)andthatitwouldsoonfadeout.Infactthispoorjudgementeventuallyledtothedownfallofsomecompanies.

Asdemandwasgreaterthanthesupply,thereforeitwasn’tdifficultformetogetentrytothismarketwhenIfirstsetupmycompany.Attheendofthefirstyearthenumberofemployeesincreasedto20andwemovedfromofficepremisestoafactory.Ourfloorspaceincreasedfromtheoriginal600sqftto2,000sqftbytheendofthefirstyear,andthecompanygrewmorethantenfoldinthenextfiveyears.

Audiolingualandcommunicativemethod

课程教案(续)

教学基本内容

方法及手段

Andthenafewyearslater,pricesstartedtobecomeverycompetitiveastheretailmarketbecamesaturated.SoIhadtothinkaboutcertainstrategiestotacklethisproblem,Ihadtothinkupashort-termstrategyanddevelopsomelong-termplanning.

Likeallourcompetitors,wedevelopednewproductssuchasgiftware(精品,礼品)andluxuryitems.Forexample,wedesignedproductswithatimedeviceinthemandcustomerscouldprinttheirlogoontheproductforpromotionalpurposes.Howevercompetitionbecamereallysevere.Itreachedapointthatanyproductwhichhadatimemoduleinitbecamelessvaluable.

Intheshortterm,wehadtocutourcosts.Howeverforcertaincustomerswhoarelesspriceconscious,Iwasabletoupgradethequalityofourproducts,forexample,byofferingbetterbatteries,alongerwarranty,etc.Wedidnotwantourcustomerstothinkwewererippingthemoffofcourseifwechargedahigherprice.Forcustomerswhowerelessfocusedonquality,wehadofcoursetoreduceourprices.

Intheend,ourcustomersallthoughtthatourcompanyofferedqualityproducts,whichwerevalueformoneywhilemostofourcompetitorsstruggledforsurvivalandcutpricesinaverycompetitivemarket.Somewereevenforcedoutofthemarket.

Ontheotherhand,wealsoswitchedourcapacitytoproducingclocks,cuttingourwatchproductionlineandtrainingourworkerstoassembleclockproducts.Watchproductionwasbasedonanassemblyline.Wellweboughtcomponentsfromsuppliersandassembledthewatches.Clockproductsinvolvedmorecomponents,wehadtomaketheminhouseandthecompanystartedtoinstallmachinery,hiredesignersandtheworkflowbecamemoresophisticatedandtoday,wehavebecomeoneofthebestknownmanufacturersintheworld,withISO9001certification.

Listening:

B

Listenandanswer

1.WhatarethemainfactorsofCatherineNg’ssuccess

Visionandstrategicplanning;useofmanagementtoolssuchasSWOTanalysis;useoftheInternetformarketingdevelopmentofacustomerrelationshipmanagementsystem.

2.Whatadvicedoesshegivepeoplelookingforsuccess

Bewellprepared;seizeopportunitieswhicharisestayopen-minded.

(I=Interviewer,CN=CatherineNg)

IWhatarethecriticalfactorsbehindyoursuccess

CNThecriticalfactorsofoursuccess,Iwouldsay,wereourvisionandourstrategicplanning.Fromtimetotime,weutilisemanagementtoolssuchasSWOTanalysistoreviewoursituationandmakenecessaryadjustments.Furthermore,wehavemadeuseoftheInternettopromoteourproducts,forexample,weusedane-cataloguetostartwith,andlatelywehavedevelopedacustomerrelationshipmanagementsystem.

IfIwasaskedwhatadviceIwouldgivetopeoplelookingforsuccessinbusiness...erm...WellIwouldsaytopeople:

Bewellprepared.Seizeanopportunityonceitemerges.Andfinally,stayopen-minded,asbusinesscanbedevelopedbyindividuals,alliances,partnershipsandjointventures.

Step3Discussion:

SoleBrothers(30minutes)

Similarities

BothcompanieswerefoundedbymembersoftheDasslerfamily.

Bothcompaniesaresuccessfulproducersofsportsshoes.

BothcompaniesarelistedontheFrankfurtstockexchange.

Bothcompanieshavehadtheirproductswornandendorsedbyfamoussportsstars.

BothcompanieshavehadsuccesswithprovidingshoesfortheOlympicGames.

BothcompaniesfoundsuccessandachangeofdirectionafternewCEOswereappointed.

Bothcompaniesareexpandingworldwide.

Bothcompanieshavekeptsportsshoesastheircoreproductbuthaveexpandedintoclothingandfashiongoods.

Bothcompanieshavehadproblems:

AdidasintheearlydaysandPumaafteritwentpublic.

Differences

AdidasislistedontheParisstockexchange,whereasPumaislistedontheMunichstockexchange.

Adidashasmadeanacquisition(Saloman)andchangedits

name.Pumahasnot.

Pumahasremainedamanufacturingandsalescompany

butAdidashaschangedintoamarketingcompanyandlicensesproductsundertheAdidasname.

Pumahashadsuccessbyusingawebsitetosellitsproducts.

Pumahasexploitedlinkswithafashiondesignertodevelopitsrangeofproducts.

PumahasusedproductplacementinHollywoodmoviesas

amarketingtool.

Step4Reading:

SteveJobs(50minutes)

A.Beforeyoureadthearticlesaywhatyouknowaboutthefollowing

1.BillGates

2.SteveJobs

3.TimBerners-Lee

Hereissomeinformationaboutthethreemen.

1.BillGates

ChairmanandChiefSoftwareArchitectofMicrosoftCorporation,theworldwideleaderinsoftware.

BornOctober281955.GrewupinSeattle,wherehisfatherisalawyer.

Beganprogrammingcomputersattheageof13.

WenttoHarvardUniversity,butleftbeforegraduatinginordertodevotehistimetoMicrosoft,acompanyhebeganin1975withhisfriendPaulAllen.

MarriedMelindaFrenchGatesln1994andhasthreechildren.

GivesgenerouslytocharitythroughtheBillandMelindaGatesFoundation.

2SteveJobs

Co-founderofApple.NowCEOofbothAppleComputersandPixarAnimationStudios,famousforcomputeranimatedfilmssuchasToyStoryandFindingNemo.

BornFebruary241955inWisconsin.AdoptedsoonafterbirthbyPaulandClaraJobsandraisedInSantaClara,California.

HelpedpopularisetheconceptofthehomecomputerwiththeAppleII.

FiredfromApplebyJohnSculleybutlaterrejoinedthecompanyandturneditsfortunesaroundwiththeIPod.

MarriedLaurenePowellin1991andhasthreechildrenwithher.AlsohasadaughterwithChristineBrennan.

3TimBerners-Lee

InventoroftheWorldWideWebandDirectoroftheWorldWideWebConsortium,whichoverseesitscontinueddevelopment.BornInLondonJune81955.

ParentsbothmathematicianswhoworkedontheManchesterMarkI,oneoftheearliestcomputers,

GraduatedfromOxfordUniversityin1976,CreatedtheWorldWideWebIn1991andbuiltthefirstserverandwebbrowser.

CurrentlyChairofComputerScienceatSouthamptonUniversity,Marriedwithtwochildren.

B.Wordsandexpressions:

marketleader市场上的主导公司

motivatedworkforce激励员工

aloyalcustomerbase一个忠诚的客户群

issueshares发行股票

gopublic上市;公开宣布;把秘密公开

launchaproduct产品投放市场推出产品

placeproductsinmovies投放产品在电影

peopleoriented以人为本

rolloutn.首次展示;[航]滑跑(飞机着陆时在跑道上滑跑减速的阶段)

conceptstore(s)概念店并积极发展品牌观点店

undersellvt.抛售;以低于市价售出

piraten.海盗;盗版;侵犯专利权者vt.掠夺;翻印;剽窃vi.做海盗;从事劫掠

CupertinoinnorthernCalifornia,北加利福尼亚州库比蒂诺

ReedCollegeinPortland,Oregon俄勒冈州波特兰市的瑞德学院

droppedout辍学

HomebrewComputerClub家酿计算机俱乐部

hisownvisionsofthefuture有着自己独特的未来展望

SteveWozniak.斯蒂夫•沃兹尼亚克

StarWars《星球大战》

Fortunemagazine《财富》杂志

CReadthearticleanddiscussthef

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