高级商务英语教案 unit7unit12Word下载.docx
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用阿拉伯数字,如２节。
四、授课题目：
填写教学章节或主题。
五、教学目的：
分掌握、熟悉、了解三个层次填写，可根据实际需要取舍（建议全部写明）。
六、教学重点及难点：
根据实际情况填写。
七、教学方法及手段：
如举例讲解、多媒体讲解、模型讲解、实物讲解、挂图讲解、音像讲解等。
八、教学过程及内容：
按复习、引导、讲授新课、巩固、小结等步骤进行。
九、作业布置：
写明课本或练习册的章、节、页、题；
教师自拟题时，需写出题目的内容。
十、教学后记：
填写教师通过本次课教学，有何心得体会及今后改进提高的一些设想。
学期授课计划编制说明
本学期大纲要求学时数
教学大纲（名称、版本、文号）
本学期教学周数
本学期周学时数
本学期使用教材（名称、主编、版本）
高级综合商务英语
本课程学期总时数
其中
讲授
异动及必要说明事项
实验
实习（实训）课
复习课
考核
机动
节假日占用
其它
学期授课计划表
周次
章节名称及主要内容
授课节数
作业
备注
1
3
2
4
5
6
7
8
9
10
11
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Presentationofcoursedesign
16
Finaltest
教研室主任（组长）：
系（部）负责人：
授课时间
第7周第1次课
授课时数
授课方式
（请打√）
理论课（√）讨论课（）实验课（）习题课（√）其他（）
授课题目（教学章、节或主题）：
Unit7MassCustomization--TextABMWDrivesGermany
教学目的、要求（分掌握、熟悉、了解三个层次）：
1Tomasterkeywordsandexpression
2Toimprovecompetenceoftranslatingandinterpreting
教学重点及难点：
1TolearnhowtoparaphraseinEnglish
2Tolearnhowtograspkeypointsincomprehensivereading
3Tosimulatetheliveconferencetoformasimilarsurroundingstostudentstodointerpretation
教学方法及手段：
Situationalteaching,Role-play,FCM
教学过程与教学内容：
Step1Lead-in
1.Dictation.
2.StudythetwoQuotationsonpage137.
3.BackgroundInformationIntroduction--MassCustomization.
StepIICasestudy
1Awarm-updiscussiononthefourfacesofMassCustomizationandanswerthefollowingquestions.
MyMuesli,themanufacturerofcerealfood,enablestheuserstocustomizeafoodproductthroughonlineinteraction.
Q1.Whatis“customization”?
DoyoulikeMyMuesli’scustomizingitscerealfood?
Whyorwhynot?
However,thecompanyneglectedrobustprocessesofmasscustomization.Wheneverareportoncustomers’favorwaspublished,themanufacturingcapacitywasinsufficient.Forlackofhumanlabormixingmueslifromabout65differentcategoriesofoptionsbyhand,thecompanyhadtoturndownprospectivecustomersbysettingadailyorderlimit.
Q2:
Isthereanysolutiontothisproblem?
Q3:
Whatlessonsofpotentialrisksofcustomizationcanbelearntfromthiscase?
Q4:
Inyouropinion,whatproductsaremoresuitableformasscustomization?
StepIIITextanalysis-BMWDrivesGermany
1Presentabriefintroductionandstructureofthetext
Para.
Main
Topics
Para.
1-4
BMW’smasscustomizationusedasamarketingdeviceandaneffectivemeansofinjectingflexibilityintoBMW.
5-8
BMWsymbolicofGermaneconomy.
9-11
Para.12-18
BMW’shighlyautomatedLeipzigplantconducivetomasscustomization.
BMW’sattempttohandlethekeyissuesofmasscustomization:
workforceflexibility,productioncapacityexpansion,product-lineexpansion.
2.20minutesgiventostudentstopreviewthetextandfinishtheexerciseI–ReadingComprehensiononP144,thenchecktheanswerswithdetailedanalysis.
（Note:
Studentsshouldidentifytherelativeinformationinthetexttoexplaintheirchoice.）
Answers:
CDBACAAC
3Paragraphsanalysis
1）AnalysisofPart1（Para.
1-4）
QuestionsofPart1:
vQ1.What’sthemainideaofPartI（Para.1-4）?
vBMWusedmasscustomizationtopromoteitssalesasahandymarketingdeviceandtoinjectflexibilityintoalmosteveryaspectofthecompany,particularly,manifestedbyitsabilitytocaterforficklecustomerdesiresanditsrhythmofwork.
vQ2.Whatdoes“heavilyunionizedworkforce”mean?
WhatchangeshavebeenbroughtaboutbythedealsBMWstruckwithitsworkforce?
v1）Aunionisagroupofworkerswhohavecometogethertomakecollectivedecisionsabouttheirworkandtheirworkingconditions.Heavilyunionizedworkforcemeansthatarelativelyhighproportionofemployeesbelongtoaunion.
v2）Anumberofchallengescanariseforacompanytomanageaheavilyunionizedworkforce,especiallybecauseoflackofflexibility.Unionworkersoftenworksethours,andtheymusttakeacertainnumberofbreaksduringtheday,nomatterhowheavyorhowlighttheworkload.DealsBMWstruckwithitsworkforceenabledittobringinnewwaysofworkingandmanageitsworkforcemoreorlessinaccordancewithproductiondemands.
WordsandExpressionsOfPart1
vfickle（Para.3）
vadj.characterizedbyerraticchangeablenessorinstability,especiallywithregardtoaffectionsorattachments
vsynonym:
capricious
vexample:
Thecompanymustfacethechallengeofmeetingficklemarketdemandsinanew,uncertaineconomy.
vjuggle（Para.4）
vv.tokeep（severalsimultaneousactivities）inmotionorprogressatonetime
Heisanexpertlyprojectmanagerwhocanjugglemultipleprojectsandstillmakeprogressoneach.
SentenceInterpretationOfPart1
v1.YourBMWdealerwillbehappytoobligewithasmanychangesasyoucaretomake,untilacutoffpoint:
sixdaysbeforeyourparticularcargoesintoproduction.（Line7,Para.1）
vYourBMWdealerwillbehappytodoafavorbymakingasmanychangesasyoucareto,untilapointoftermination...
v2.BMWdoesnotbreakoutdetailsoftheadditionalrevenue,butgiventheprofitmarginsonmanyadd-ons,“it’slikeabigdollopofcreamonthecake”,saysPeterSchmidt,aBritish-basedauto-industryconsultant.（Line6,Para.2）
vBMWdoesnotcategorizespecificinformationoftheadditionalrevenuesgeneratedbyitsmanyadd-ons,butontheconditionoftheirprofitmargins,it’sjustlikeaddingabigdollopofcreamontothecake.
2）AnalysisofPart2
QuestionsofPara.5-8:
vWhat’sthemainideaofPartII（Para.5-8）?
vBMWisinsomewayssymbolicofGermaneconomy,whichisresurgentfromeconomicstraitjacketbutstillhinderedbybothinternalandexternalcounter-forces.
vQ2:
Whatareinternalandexternalcounter-forceswhichhinderGermaneconomy?
vInternal:
Littlesignofsubstantivechangeinthesystemoflaborrelations,hinderingproductivitylevel
vExternal:
Low-costcompetitionfromAsiaandEastEurope.
Wordsandexpressions:
vformidable（Para.6）
vadj.difficulttoundertake,surmount,ordefeat
awesome
Astheworkshopofworld,Chinahasbecomeaformidabletradingpowertobereckonedwith,causingothercountriestoviewitsmassivepotentialmarketwithhopeanditscheapproductswithfear
vupswing（Para.7）
vn.anincrease,asinmovementorbusinessactivity
surge
Thereisanupswingofpricesonthestockmarket.
Sentencesanalysisandparaphrase:
1.Facedwithlow-costcompetitionfromAsiaandEasternEurope,hesays,“manyGermanfirmsdidtheirhomework,andnowtheyarebenefitingfromit.”（Line1,Para.8）
“Doone’shomework”isanidiomaticexpressionwhichmeans“tostudyasubjectorsituationcarefullysothatoneknowsalotaboutitandcandealwithitsuccessfully.
4.5minutesgiventostudentstosumupthemainideaofPart1&
Part2accordingtotheirownunderstanding.
StepIVAssignment
AskSstotranslatethe10sentencesinEx.2Blank-filling.
作业布置
previewthepart3andpart4andfinishtheexercises.
教学后记
第8周第1次课
理论课（√）讨论课（）实验课（√）习题课（）其他（）
3Tosimulatethelivefieldtoformasimilarsurroundingstostudentstodobusinessaffairs
1ReviewthemainpointsthatSslearnedlastweek.
2Ss’Presentation.
StepIITextanalysis–mainlyaboutAnalysisofPart3andPart4.
1ReviewwordsandexpressionsinPart1&
2AnalysisofPart3（Para.9-Para.11）
Questions:
vQ1.What’sthemainideaofPartIII（Para.9-11）?
vBMW’shighlyautomatedassemblyline,sophisticatedlogisticsandeffectivecommunicationwithkeysuppliersinLeipzigplantenableBMWtomanufacturecustomizedcarswithimpressivelyhighefficiencyandreliability.
vQ2.WhatisthestrikingfeatureofBMW’shighlysophisticatedlogisticsinLeipzig?
vOnahighlyautomatedassemblyline,workersstationedatregularintervalsreachbackforcomponentsinwirebasketsrigorouslysortedintotherightsequence.
WordsandExpressions
disrupt（Para.11）v.tointerruptorimpedetheprogress,movement,orprocedureof
vsynonyms:
hinder,obstruct
vThecomplexityisvisibletothenakedeye.（Line8,Para.10）
v“Thenakedeye”means“theeyeunassistedbyanopticalinstrument,suchasatelescope,microscope,orspectacles”.
vInthesentence,“visibletothenakedeye”means“veryeasytosee”.
AnalysisofPart4（Para.12-Para.18）
QuestionsaboutPart4:
vQ1.What’sthemainideaaboutPartIV（Para.12-18）?
vToachieveabalancebetweenrevenuesandcosts,BMWisstrivingtoinjectflexibilityintoitsworkforce,expanditsproductioncapacityanddiversifyitsproduct-line.
vQ2.WhathadBMWintendedtoachievethroughtheacquisitionofRover?
vBMWhadintendedtoachieveagoalofturningthecompanyintoatwo-brandcompany,oneforthemassmarketandoneforapremiumbrand.
WordsandExpressions:
vcanvass（Para.13）v.toexaminecareful
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