体验商务综合英语4 Unit 4 Success.docx

体验商务综合英语4 Unit 4 Success.docx

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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，2012.6

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，2012.8

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.

Whatmakepeoplesuccessful?

Addmorewordstothelist.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

4.1Listenanddecidewhetherthestatementsaretrueorfalse.

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

4.1（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

4.2Listenandanswer

1.WhatarethemainfactorsofCatherineNg’ssuccess?

Visionandstrategicplanning;useofmanagementtoolssuchasSWOTanalysis;useoftheInternetformarketingdevelopmentofacustomerrelationshipmanagementsystem.

2.Whatadvicedoesshegivepeoplelookingforsuccess?

Bewellprepared;seizeopportunitieswhicharisestayopen-minded.

4.2（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

C