体验商务综合英语4Unit4Success

1、商务综合英语课程教案授课时间第周星期第节授课方式理论课讨论课实验课习题课其他（请打）授课题目（教学章、节或主题） ：Unit 4SuccessTeaching objectives and requirements( 教学目的、要求 ):Students arerequired to1 Master economic vocabulary in successful business companies and people;2 Be familiar with business negotiating skills；3 Get to know the elements of business

2、 people and companies.4. Learn the skills of business negotiating课次课时6安排Teaching 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 companies and peopleDiffi

3、culties: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 andwriting activities;Time allotment ( 教学时数 ) ：6 PeriodsTeaching method ( 教学方法 ) ：1. Group Discussion2. Ex

4、emplification and demonstration ；3. Task-based teaching4. 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，2012.62.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，2012.83.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精选文库方法及手教学基本内容段IITeaching

5、 procedureStep 1Starting 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 know wh

6、o is successful. Why are they successful?4) C. What are the best in dicators of one s success?Step 2Listening: A Successful business (50)notesadvent 英 '?dv ?nt美 '?dv ?nt n.到来；出现；基督降临；基督降临节quartz 英 kw ?ts美 kw ?rts n. 石英phenomenal growth potential非凡的增长潜力gimmick 英 mg?k 美 ?m?k n. 暗机关；骗人的玩意；花招vt.

7、 使暗机关；搞骗人的玩意4.1 Listen and decide whether the statements are true or false.1.F2.T3.T4.F5.F6.T4.1(I = Interviewer, CN = Catherine Ng)IWhat factors have made your business successful?CN First of all, the advent of LCD watch technology in the 1970s created a vast opportunity for us. You see although th

8、e Swiss were 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 watchwas only a gimmick（花招）

9、and that it 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 wasndifficult 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 incr

10、eased to 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.Audiolingu al andcommunica tive method-2精选文库课程教案 （续）教学基本内容And then a few years

11、later, 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

12、（精品，礼品）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

13、short 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 charg

14、ed a higher 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 competiti

15、ve market. 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

16、 assembled 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 certificati

17、on.Listening: B4.2Listen and answer1. What are the main factors of Catherine Ng s success?Vision and strategic planning ; use of management tools such as SWOT analysis ; use of theInternet for marketing development of a customer relationship management system.2. What advice does she give people look

18、ing for success?Be well prepared ; seize opportunities which arise stay open-minded.4.2(I = Interviewer, CN = Catherine Ng)IWhat are the critical factors behind your success?CNThe critical factors of our success, I would say, were our vision and our strategic planning.From time to time, we utilise m

19、anagement 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.方法及手段Pair wo

20、rk wiith the aid of multi-media facilityAudiolingualandcommunicativemethod-3精选文库If I was asked what 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

21、 be developed by individuals, alliances, partnerships and joint ventures.Step 3 Discussion: Sole Brothers (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 exch

22、ange.Both companies have had their products worn and endorsed by famous sports stars.Both companies 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 h

23、ave kept sports shoes as their core product but have expanded into clothing and fashion goods.Both companies 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

24、has made an acquisition (Saloman) and changed itsname. Puma has not.Puma has remained a manufacturing 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 wit

25、h a fashion designer to develop its range of products.Puma has used product placement in Hollywood movies asa marketing tool.Step 4Reading: Steve Jobs (50 minutes)A. Before you read the article say what you know about the following1. Bill Gates2. Steve Jobs3. Tim Berners-LeeHere is some information

26、about the three men.1. Bill GatesChairman and Chief Software Architect of Microsoft Corporation, 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

27、 in order to devote his time to Microsoft,-4精选文库a company he began in 1975 with his friend Paul Allen.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

28、 and Pixar Animation Studios, famous for computer animated films such as Toy Story and Finding Nemo.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 fro

29、m Apple by John Sculley but later rejoined the company and turned its fortunes around with the 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

30、, which oversees its continued development. Born In London June 8 1955.Parents both mathematicians 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 Chai

31、r of Computer Science at Southampton University, Married with two children.B. Words and expressions: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rolloutn.

32、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-5精选文库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

33、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 questions: 1. why were the following dates important?a) 1976 b) 1985C) 19772.What was Jobs first success?3.What made him : a) a millionaire?b) a billionaire?4. Why did he leave Apple?5. W

34、hy did he come back?6. How long did it take to turn Apple round?7. Why does Jobs think his latest venture will be a turning point for the music industry?8. Why do you think Steve Jobs is successful?answers :1 a) the year Jobs and Wozniak started Appleb) the year lobs was fired from Apple by John Scu

35、lley.c) the year jobs rejoined Apple2 The computer Apple I.3 a) The success of the computers Apple I and Apple II.b) The success of Pixar.4 He was fired by John Sculley.5 When Apple was failing, he was invited back by the company.6 One year.7. It will change the way people buy music and will combat

36、the pirating of music which is damaging the music industry.8 Answers might include his genius, vision, determination and confidence in his own ability-6精选文库and in his products.D. Language review: Present and Past tenses1. present simple2.past simple3 present continuous4 present perfectA: Discuss the

37、 rules with the whole class and get Ss to complete the statements.1 past simple, because these are completed actions which took place at a particular time inthepast.2. has complained, has been, have followed, have seen, has walked out Because these are present results of past actions.3 is, does not

38、believe, isThe present simple ls used because these are situations which are generally true. The companyTOYS “ R”US is one of the world's largest toy retailers. It sells its merchandise through more than 1, 5oo outlets, with 685 toy stores in the US, a further 605 toy stores overseas and 216 BAB

39、IES “ R”US stores.How the company startedIn 1948 Charles Lazarus began a business for children only and he set up his first baby furniture store in Washington, DC. Lazarus opened his first toy supermarket in 1957 and in 1978 TOYS"R"US became a public company.Recent eventsIn 2001 TOYS "

40、;R" US opened its Times Square flagship store in New York City Although ithas recently lost its number one position in the US to Walmart, it has significantly expanded its video merchandising in its US stores and has evolved into an 11-billion-dollar business. What It ls doing nowTOYS"R” U

41、S is currently trying to regain its number one position from Walmart. Lazarus isnow focusing on a new v enture, BABIES“US,R”and is working hard to make it the numberone baby product specialist chain store in the world.Step 5Skills: Negotiating(30 minutes)The language of signaling, checking understan

42、ding and summarising is covered. Ss analyze how it occurs in a negotiating situation and use it themselves to role play a situation.A Go through the Useful language box with the whole class. Get individual Ss to read the expressions, working on intonation.-7精选文库Explain briefly the role and importanc

43、e of these expressions in structuring negotiations.B Get Ss to read the conversation aloud in pairs, and identify signaling, checking understanding and summarizing expressions.Ask different pairs for their findings and discuss them with the whole class. Special requirements? What do you mean exactly

44、?(Checking understanding) Mmm, OK. (Signalling)OK, so you're saying you will modify the car if we ask you to?( Checking understanding)Right then, let s see what we.(summarizing)vegotThat s it. OK, letlk abouts deliveryta now. (Signalling)1.Could you go over that again, please? Why can tyou deliv

45、er by theend of May? (C)2.Let me make a suggestion. Whydon tyou hire an outside haulagefirm to deliver the cars tous? (SIG)3.We want all the vehicles to be painted in our company colours green and black. (NOT)4. I mnot sure I follow you. Do you mean that the discount is reduced if we want them allgr

46、een and black? (C)5.I vegot a question for you now. Are you willing to consider paymentby instalments? (SIG)6.OK, we agree then. The colours will be green and black but thediscount will only be10%however you llet us pay in two instalments. (SUM)7.Could you clarify one point for me? It sabout the length of the warranty. (C)8.We llgive you a five year warranty if you want, butyou llhave topay a little extra for that,I mafraid.Step 6 Case study(50 minutes)1) SS study infor Background: Camden FCRecent performance in footballRecent performance in businessFootballing success due tointernat