体验商务综合英语4unit4success.docx

1、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）：Unit 4 SuccessTeaching objectives and requirements(教学目的、要求): Students are required to1Master economic vocabulary in successful business companies and people; 2Be familiar with business negotiating skills；

2、3Get to know the elements of business people and companies.4. Learn the skills of business negotiatingTeaching highlights and difficulties(教学重点及难点)：Highlights:1.grasp the necessary elements of how a company or an individual get success in business.2.master economic vocabulary in successful business

3、companies and people Difficulties:1.understand the various methods to negotiate in business successfully;2. express themselves more freely on the theme after doing a series of theme-related reading, listening, speaking and writing activities;Time allotment(教学时数)： 6 PeriodsTeaching method(教学方法)：1.Gro

4、up Discussion 2.Exemplification and demonstration；3.Task-based teaching 4.Teams-based Cooperative LearningReferences(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II Teachi

5、ng procedureStep 1 Starting up: (20 minutes)1) 1) Name the most successful business person /people in our country and/or in other countries. 2) discuss the following questions. What make people successful Add more words to the list. Then choose the five most important. 3) B. Talk about a person you

6、know who is successful. Why are they successful 4) C. What are the best indicators of ones success Step 2 Listening: A Successful business (50)notesadvent英 dvnt美 dvnt n. 到来；出现；基督降临；基督降临节quartz英 kwts美 kwrts n. 石英phenomenal growth potential 非凡的增长潜力 gimmick英 gmk美 mk n. 暗机关；骗人的玩意；花招 vt. 使暗机关；搞骗人的玩意 List

7、en and decide whether the statements are true or false.1. F 2. T 3. T 4. F 5. F 6. T (I = Interviewer, CN = Catherine Ng)I What factors have made your business successfulCN First of all, the advent of LCD watch technology in the 1970s created a vast opportunity for us. You see although the Swiss wer

8、e the first to develop a quartz watch, the support of the Swiss manufacturers was not strong as they overlooked the phenomenal growth potential of the market. They believed their mechanical excellence would keep them leaders of the industry and that the quartz watch was only a gimmick（花招） and that i

9、t would soon fade out. In fact this poor judgement eventually led to the downfall of some companies.As demand was greater than the supply, therefore it wasnt difficult for me to get entry to this market when I first set up my company. At the end of the first year the number of employees increased to

10、 20 and we moved from office premises to a factory. Our floor space increased from the original 600 sq ft to 2,000 sq ft by the end of the first year, and the company grew more than tenfold in the next five years.Audiolingual and communicative method课程教案（续）教 学 基 本 内 容方法及手段And then a few years later,

11、 prices started to become very competitive as the retail market became saturated. So I had to think about certain strategies to tackle this problem, I had to think up a short-term strategy and develop some long-term planning.Like all our competitors, we developed new products such as giftware （精品，礼品

12、）and luxury items. For example, we designed products with a time device in them and customers could print their logo on the product for promotional purposes. However competition became really severe. It reached a point that any product which had a time module in it became less valuable.In the short

13、term, we had to cut our costs. However for certain customers who are less price conscious, I was able to upgrade the quality of our products, for example, by offering better batteries, a longer warranty, etc. We did not want our customers to think we were ripping them off of course if we charged a h

14、igher price. For customers who were less focused on quality, we had of course to reduce our prices. In the end, our customers all thought that our company offered quality products, which were value for money while most of our competitors struggled for survival and cut prices in a very competitive ma

15、rket. Some were even forced out of the market.On the other hand, we also switched our capacity to producing clocks, cutting our watch production line and training our workers to assemble clock products. Watch production was based on an assembly line. Well we bought components from suppliers and asse

16、mbled the watches. Clock products involved more components, we had to make them in house and the company started to install machinery, hire designers and the work flow became more sophisticated and today, we have become one of the best known manufacturers in the world, with ISO 9001 certification.Li

17、stening: B Listen and answer1. What are the main factors of Catherine Ngs success Vision and strategic planning ; use of management tools such as SWOT analysis ; use of the Internet for marketing development of a customer relationship management system.2. What advice does she give people looking for

18、 success Be well prepared ; seize opportunities which arise stay open-minded.(I = Interviewer, CN = Catherine Ng)I What are the critical factors behind your successCN The critical factors of our success, I would say, were our vision and our strategic planning. From time to time, we utilise managemen

19、t tools such as SWOT analysis to review our situation and make necessary adjustments. Furthermore, we have made use of the Internet to promote our products, for example, we used an e- catalogue to start with, and lately we have developed a customer relationship management system.If I was asked what

20、advice I would give to people looking for success in business . erm . Well I would say to people: Be well prepared. Seize an opportunity once it emerges. And finally, stay open-minded, as business can be developed by individuals, alliances, partnerships and joint ventures.Step 3 Discussion: Sole Bro

21、thers (30 minutes)SimilaritiesBoth companies were founded by members of the Dassler family.Both companies are successful producers of sports shoes.Both companies are listed on the Frankfurt stock exchange.Both companies have had their products worn and endorsed by famous sports stars.Both companies

22、have had success with providing shoes for the Olympic Games.Both companies found success and a change of direction after new CEOs were appointed.Both companies are expanding worldwide.Both companies have kept sports shoes as their core product but have expanded into clothing and fashion goods.Both c

23、ompanies have had problems : Adidas in the early days and Puma after it went public.DifferencesAdidas is listed on the Paris stock exchange, whereas Puma is listed on the Munich stock exchange.Adidas has made an acquisition (Saloman) and changed itsname. Puma has not.Puma has remained a manufacturin

24、g and sales companybut Adidas has changed into a marketing company and licenses products under the Adidas name.Puma has had success by using a website to sell its products.Puma has exploited links with a fashion designer to develop its range of products.Puma has used product placement in Hollywood m

25、ovies asa marketing tool.Step 4 Reading: Steve Jobs (50 minutes)A. Before you read the article say what you know about the following 1. Bill Gates 2. Steve Jobs 3. Tim Berners-LeeHere is some information about the three men.1. Bill GatesChairman and Chief Software Architect of Microsoft Corporation,

26、 the worldwide leader in software. Born October 28 1955. Grew up in Seattle, where his father is a lawyer.Began programming computers at the age of 13. Went to Harvard University, but left before graduating in order to devote his time to Microsoft, a company he began in 1975 with his friend Paul All

27、en. Married Melinda French Gates ln 1994 and has three children. Gives generously to charity through the Bill and Melinda Gates Foundation.2 Steve JobsCo-founder of Apple. Now CEO of both Apple Computers and Pixar Animation Studios, famous for computer animated films such as Toy Story and Finding Ne

28、mo.Born February 24 1955 in Wisconsin. Adopted soon after birth by Paul and Clara Jobs and raised In Santa Clara, California. Helped popularise the concept of the home computer with the Apple II. Fired from Apple by John Sculley but later rejoined the company and turned its fortunes around with the

29、IPod. Married Laurene Powell in 1991 and has three children with her. Also has a daughter with Christine Brennan.3 Tim Berners-LeeInventor of the World Wide Web and Director of the World Wide Web Consortium, which oversees its continued development. Born In London June 8 1955.Parents both mathematic

30、ians who worked on the Manchester Mark I, one of the earliest computers, Graduated from Oxford University in 1976, Created the World Wide Web In 1991 and built the first server and web browser. Currently Chair of Computer Science at Southampton University, Married with two children.B. Words and expr

31、essions:market leader 市场上的主导公司motivated workforce 激励员工a loyal customer base 一个忠诚的客户群issue shares 发行股票go public 上市；公开宣布；把秘密公开launch a product 产品投放市场 推出产品 place products in movies 投放产品在电影people oriented 以人为本rollout n. 首次展示；航 滑跑（飞机着陆时在跑道上滑跑减速的阶段）concept store(s) 概念店 并积极发展 品牌观点店 undersell vt. 抛售；以低于市价售出

32、pirate n. 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Cupertino in northern California,北加利福尼亚州库比蒂诺Reed College in Portland, Oregon俄勒冈州波特兰市的瑞德学院dropped out辍学Homebrew Computer Club家酿计算机俱乐部his own visions of the future有着自己独特的未来展望Steve Wozniak.斯蒂夫沃兹尼亚克Star Wars 星球大战 Fortune magazine 财富杂志C Read the article and discuss the following que