《职通商务英语》第二版听说教程教师用书1 第一册 Unit 7 教师用书.docx

《职通商务英语》第二版听说教程教师用书1 第一册 Unit 7 教师用书.docx

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《职通商务英语》第二版听说教程教师用书1第一册Unit7教师用书

Unit7Marketing

OBJECTIVES

Usethekeytechnicalterms,usefulwordsandexpressionsfortalkingaboutmarketing.

Engageinaseriesoforalcommunicationactivitiesconcerningmarketing.

SectionILead-in

TEACHING

SUGGESTIONS

Thistaskprovideslisteningpracticeofusingthekeywords.

1.Playtherecordingthefirsttime.Say,pleasefillintheblanksaccordingtowhatyou’veheard.

2.Playtherecordingasecondtime.Asktwopairsofstudentstotelltheiranswers.

3.Playtherecordingathirdtime,andchecktheanswers.

TAPESCRIPTS

ANDANSWERS

Directions:

Inthistask,youwillhearfivestatements.Eachstatementwillbespokentwice.Listencarefullyandsupplythemissinginformation.

1.Ok,let’ssaythetimeforthisyear’smarketingmeetingis9:

00a.m.,Dec.20.

2.TheMarketingDepartment’sphonenumberis.

3.Themarketingmanager’sofficeisonthe6thfloor,andtheroomnumberis606.

4.Now,Icangiveyouaspecialoffer,20%discountoff.

5.Thisblackskirtisthenew-arrivalandcosts,butthisoneislastyear’sstyle,only.Whichonewillyouchoose?

SectionIIBackgroundInformation

TEACHING

SUGGESTIONS

Task1

PartA

1.Playtherecordingthefirsttime,beforethat,askthestudentstocircleanywordsorphrasesthattheydon’tknow.Playtherecordingasecondtime.Askthestudentstofindoutthemeaningsofanywordsorphrasestheydon’tknow.Theycandothisbyaskingtheirclassmatesorusingadictionary.

2.Afterthestudentshavecircledtheirnewwords,askthemtosharetheirlistswithotherstudents.Thiscanbedoneinpairs,insmallgroupsorinclass.

PartB

Thispartprovidesspeakingpracticeforusingthetechnicaltermsprovided.

TAPESCRIPTS

ANDANSWERS

Task1

Directions:

Listentoandreadaftertherecording.Takenoteswhiletheteacherisexplainingthetext.

WhatisMarketing?

TheAmericanMarketingAssociationdefinesmarketingas“theprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalgoals.〞

Theconceptof“findingtheneedsoftheconsumersandsatisfyingthem〞istheessenceofmarketing,awordliterallymeaning“findingamarketandservingit〞.Marketingmanagerstrytosellproducts,andtheyhavetounderstandthatthecustomers’needsaretheirgoals.Withoutthisconceptinmind,theycouldproduceonly“whiteelephants〞whichtheycouldselltonobody.

参考译文：

美国市场营销协会将市场营销的定义为方案和执行关于创意、商品和效劳的构思、定价、促销和分销，以创造符合个人和组织目标的交换的一种过程。

“找到客户的需求并加以满足〞就是市场营销的主旨，换句直白的话说，就是要“找到一个市场并为其效劳。

〞营销经理们如果想要售出产品，他们必须要明白客户的需要就是他们的目标。

如果不记住这一原那么，他们生产出来的产品将一无是处，也无人问津。

REFERENCE

INFORMATION

Task2

Chart1

ThespendinglevelforValentine’sDaygiftsthisyearwillbeslightlylowerthanlastyear-$140tobespentbymen（versus$166in2021）,and$75（versus$90）tobespentbywomen,accordingtotheBrandkeysValentine’sDayIndex.

Thisyeartheaveragepriceconsumersplacedonloveis$108.00,down15%fromlastyear.

Dinnersanddrinks,bothalcoholicandother,havepickedup16%overlastyear.Thetraditionaltokensofloveandcaring-flowers,candy,jewelry,andlingerie-aredown10to15%.

Thepurchaseofgiftcardshadnearlydoubledoverthepastfiveyearsbecauseconsumersfelttheyhadbecomeamore-than-acceptablegiftforabroaderrangeofrecipients.Butthisisthefirstyearthatgiftcardpurchaseshaveflattened.

Chart2

Thisisagraphfromasurveyconductedbyasoftdrinkcompanywhowantedtolaunchanewflavoreddrink.

TEACHING

SUGGESTIONS

Task2

Chart1

Thisactivityfocusesontheholidayconsumption.

1.Askthestudentstoanalyzethechartscarefully.

2.Playtherecordingthefirsttime.Say,nowpleaselistentotherecording,takingnotesifpossible.

3.Checkthenotes.Donotmakeanycomments.

4.Playtherecordingasecondtime.Checktheanswersandaskthestudentstoexplainwhy.

Chart2

Thisactivityprovidesoralandlisteningpracticefortalkingaboutcharts.

1.Askthestudentstotelltheirunderstandingofthischart.Theteachercanreadthereferenceinformationtohelpthestudentstobetterunderstandthechart.

2.Playtherecordingthefirsttime.Say,nowpleaselistentotherecording,takingnotesifpossible.

3.Checkthenotes.Donotmakeanycomments.

4.Playtherecordingasecondtime.Checktheanswersandaskthestudentstoexplainwhy.

DescribingTableswithrowsandcolumns

Atableallowsauthorstoarrangedata--text,preformattedtext,images,links,forms,formfields,othertables,etc.--intorowsandcolumnsofcells.

Eachtablemayhaveanassociatedcaptionthatprovidesashortdescriptionofthetable’spurpose.

Tablerowsmaybegroupedintoahead,foot,andbodysections.Rowgroupsconveyadditionalstructuralinformationandmayberenderedbyuseragentsinwaysthattheyemphasizethisstructure.

Authorsmayalsogroupcolumnstoprovideadditionalstructuralinformationthatmaybeexploitedbyuseragents.Furthermore,authorsmaydeclarecolumnpropertiesatthestartofatabledefinitioninawaythatenablesuseragentstorenderthetableincrementallyratherthanhavingtowaitforallthetabledatatoarrivebeforerendering.

Tablecellsmayeithercontain“header〞informationor“data〞.Cellsmayspanmultiplerowsandcolumns.

Here’sasimpleexampleofatable:

Atesttablewithmergedcells

Average

RedEyes

height

weight

Males

40%

Females

43%

TAPESCRIPTS

Task2

Directions:

Lookatthetablesandchartsbelow.Foreachtableorchart,therearefourstatementsdescribingit.Listenanddecidewhetherthestatementsaretrueorfalse.Write“T〞fortrueor“F〞forfalse.Takenoteswhilelistening.

Chart1TopValentine’sDayGifts

A.Cards,flowers,andcandyaremostfavorableonValentine’sDay.

B.MenaremorelikelytochoosedinnerasValentine’sDaygiftsthanwomen.

C.Gift-givinghasskewedawayfromthepurchaseofexpensivepresentslikejewelryandperfume,tocheapergiftslikeflowersandcandy.

D.WomenspendmorethanmenonValentine’sDay.

Chart2NewProductFlavorSurvey

A.Nearlythree-quartersofresponsestothenewproductflavorwereverypositive.

B.8%responsesareneitherpositivenornegativeabouttheproduct

C.About7%responsessaidtheydislikethenewproductflavor.

D.18%responsesshowedtheirmediumpreferencetothenewproduct.

Task

ANSWERS

2

Chart1A（F）B（T）C（T）D（F）

Chart2A（T）B（F）C（F）D（T）

TEACHING

SUGGESTIONS

Task3

PartA

Thispartprovideslisteningpracticeforunderstandingshortpassages.

Passage1&Passage2

1.Readtheinstructions.

2.Playtherecordingthefirsttime.Say,nowpleasejustlistenforthegeneralideaofthepassage.

3.Playtherecordingasecondtime.Say,pleaselistenagainandtrytoanswerthequestions.

4.Playtherecordingthethirdtime.Havethestudentscirclethewordsorphrasesthattheydon’tunderstand.Thenreadthetapescriptstotheclassandaskthestudentstoraisetheirhandswhentheycomeacrossthewordsorphrasesthattheydon’tunderstand.Writethesewordsandphrasesontheboard.

5.Discussthewordsandphraseswiththeclass.Askthestudentstoexplaineachoneintheirownwords,ifpossible.Meanwhile,checktheanswers.

PartB

Thispartprovidesoralpracticeforusingthekeywordsandexpressions.

TAPESCRIPTS

Task3

PartA

Directions:

Inthispart,youwillheartwopassages.Aftereachpassage,therearesomerecordedquestions.Boththepassagesandquestionswillbereadtwotimes.Listencarefullyandthencompletetheanswerstothequestionsgivenbelow.

Passage1

Promotionisthespecificmixofadvertising,personalselling,salespromotion,andpublicrelationsacompanyusestopursueitsadvertisingandmarketingobjectives.

Theobjectiveofpromotingaproductistomovethetargetmarketthroughthefollowingsixphases:

Unawareness→Awareness→Understanding→Attitude→PurchaseIntention→Purchase

Itisbelievedthatconsumerscannotskipaphase.Theyneedtomovethroughallthephases.Promotionisthemethodbywhichthetargetmarketismovedfromonephasetoanothertofinallypurchase.

Passage2

UnderstandingYourCustomer

Knowingyourcustomerintimatelyisthefirststeptoeffectivesales.Untilyouknowwhoyourcustomersare,whattheywant,andwhatmotivatesthemtobuy,youcan’tprepareaneffectivemarketingplan.

Don’tconfuse“wants〞with“needs〞.Peopledon’tnecessarilybuywhattheyneed,butthey’llalmostalwaysbuywhattheywant.Forinstance,haveyoueverknownsomeonewhowenttothestoretobuyapairoftrousersthattheyneededandcamebackwithanewshirt,sweater,andshoes?

Orhowabouttheeverydayshopperwhogoesintothesupermarkettobuysomemilkandeggsandcomesoutwithafrozenpizza,cheesecake,andothergoodies?

ANSWERS

Task3

Passage1

1.advertising/personalselling/salespromotion

2.movethetargetmarket/six

3.Awareness/Understanding/Attitude

4.No,theycan’t.

5.movethroughallthephases

Passage2

1.Knowingyourcustomer

2.No,youshouldn’t.

3.whatmotivatesthemtobuy

4.whattheyneed/whattheywant

5.Anewshirt/sweater/shoes

SectionIIIMarketingScenes

TEACHING

SUGGESTIONS

Task1

Thistaskprovidespracticeforunderstandingshortconversations.

1.Playtherecordingthefirsttime.Say,nowpleasechoosetherightanswertoeachquestion.

2.Playtherecordingthesecondtime.Checktheanswers.

3.Askdifferentpairsofstudentstorepeattheshortconversations.

TAPESCRIPTS

Task1

Directions:

Inthistask,you’llhearfiveshortconversations.Aftereachc