《高级商务英语听说》学习指南

PAGE1PAGE47《高级商务英语听说》教学大纲课程编号：ENG162课程类别：公共基础课或专业基础课授课对象：本科二年级或三年级学生学分：3学分主讲教师：江春、刘丽、唐健、单凌云、张红、熊莉萍、徐凡、冯捷蕴等办公地点：诚信楼1333,1425室办公电话：64494260,64495020电子邮件：jiangchun@指定教材：江春主编，窦卫霖、李莉、刘丽、杨伶俐、熊莉萍、王燕希参编，《高级商务英语听说》，对外经济贸易大学出版社2010年出版。考核：将平时考核、期中考试和期末考试结合起来进行综合考核。各项考核所占比例分布如下：平时考核,占20％，主要通过出勤、发言、小测验和参与讨论的情况进行评判；期中考试，占30％，采取小组英语口试或话题展示(Topicpresentation)进行；期末考试，占50％，采取平行班统一闭卷听力考试形式进行。教学目的：《高级商务英语听说》课是一门将英语听说技能与商务知识相结合的商务英语选修课程。授课对象为二、三年级本科学生。课程在多媒体教室进行，授课语言为英语。教学目的是提升学生在综合商务环境下应用语言的能力即商务表达能力。教学流程和方法为：收听和观看与本课题目相关的新闻、报道、采访和专题报道；随堂做各种类型的听力测试题；通过阅读和讨论某商务话题，熟悉并掌握商务英语专业词汇；通过参与课堂的讨论、展示、对话等活动学习用英语表达自己。教学模式是任务与策略相结合，通过听和说与经贸金融知识和其它商业相关的内容，让学生在教师的指导下进行商务语言情景下的听说语言操练,使听说语言能力和商贸专业知识有机地结合起来。教学方式：课堂课下听力与口语练习相结合。答疑时间：每周安排一次答疑，具体时间由授课教师和学生商定。教材：Textbook江春等，2010年10月，高级商务英语听说（第二版），AdvancedBusinessEnglishListeningandSpeakingCourse,对外经济贸易出版社

第一课全球化趋势【教学目的和要求】TeachingObjectives:InthisunitstudentswilllearnwordsandexpressionsrelatedtoglobalizationtrendandWTO..StudentswillbeabletoargueeitherinfavoroforagainstglobalizationorWTO.【教学时间】TimeallocationThisunitwillneed3classhours,2hoursforlisteningandstudyingthecontentofthetextandtherestfordiscussionandpractice.【主要内容】BackgroundReadingWTOAgreestoaNewRoundofTradeTalksLoose-leafselectivelisteningPartABusinessNewsExercise1,2PartBWhoBenefitsfromGlobalizationExercise1,2PartCG20LeadersPromiseMeasurestoFightGlobalRecessionExercise1,2ActingoutExercise1,2【重点和难点】I．Noticeexpressionsrelatedtoglobalizationandhowpeopleperceiveit.Globalization:economicintegration,anti-globalization,marketaccess,improvedinvestmentclimatePeople’sperception:Pros:Globalizationindeedhelpsreducepovertyandinequality;Significantdecreaseinthenumberoftheworld’sextremepoorsince1980;Viewsofglobalizationaredistinctlymorepositiveinlow-incomecountriesthaninrichones;Developingcountrypeopleblamedtheirlocalgovernments,notglobalization,fortheircountry’sills.Cons:Globalizationhasbeenreceivedwithgreatdistrust;Anti-globalizationactivistsarguethatglobaleconomicintegrationfavorsthealreadywealthywhilehurtingthepoorfromdevelopingnations;II．Pleasefirstwritedownthefollowingwordsontheblackboardorcomputer.Thenaskstudentstolistenforsentenceswiththesewordsinthem.Youaskthemtolistentwotimesandseewhohascaughtmoresentences.indeed--globalizationindeedhelpsreducepovertyandinequality.favors--Globaleconomicintegrationfavorsthealreadywealthywhilehurtingthepoorfromdevelopingnations.morepositive…than--viewsofglobalizationaredistinctlymorepositiveinlow-incomecountriesthaninrichparedto--inSub-SaharanAfrica75%ofhouseholdsthoughtthatmultinationalcorporationshadapositiveinfluenceontheircountry,comparedtoonly54%inrichcountries.Ofthe--Ofthe38,000peoplein44nationssurveyed,thoseinthedevelopingworldgenerallyblamedtheirlocalgovernments,notglobalization,fortheircountry’sills.nogroundfor--Thereis,however,nogroundforcomplacency.take…attitude--HehopedallWTOmemberswouldtakea"flexible"and"pragmatic"attitudeintalks.consultationson--ItseemsthetradeministershavehadseriousconsultationsontheDDA(DohaDevelopmentAgenda)dafter--TheDohaDevelopmentAgendareferstotheWTOtalksnamedaftertheQataricapitalofDoha.makecompromisesandconcessions--Sowehavetobeflexibleandpragmatic,andgivenecessaryconsiderationtotheconcernsofotherparties,includingmakingcompromisesandconcessionswhenthesituationsowarrants."III．Pleasefirstwritedownthefollowingwordsontheblackboardorcomputer.Thenaskstudentstolistenforsentenceswiththesewordsinthem.Youaskthemtolistentwotimesandseewhohascaughtmoresentences.worldwidepoll--Arecentworldwidepollmayhavecomeasashocktosomepeople.whatwasstriking--Butwhatwasstrikinginthesurveyisthatviewsofglobalizationaredistinctlymorepositiveinlow-incomecountriesthaninrichones.respectively--Thefiguresfor"verygood"stoodat56%and64%,respectively.farmorelikely--Sub-SaharanAfrica(56%)werefarmorelikelytofindintegration"verygood."havebadeffecton--asignificantminority(27%ofhouseholds)inrichcountriesthoughtthat"globalizationhasabadeffectonmycountry.nearlyaspositive--ViewsoftheeffectsoftheWTO,WorldBank,andIMFontheircountrywerenearlyaspositiveinAfrica(72%).respondents--only28%ofrespondentsinAfricathoughtthatanti-globalizationprotestorshadapositiveeffectontheircountry.第二课国际贸易热点问题【教学目的和要求】TeachingObjectives:Inthisunitstudentswilllearnwordsandexpressionsrelatedtointernationaltrade..Studentswillbeabletotalkaboutthehotissuesrelatedtointernationaltradesuchastraderelations,tradedeficit,tradebarriers,andtradedisputes.【教学时间】TimeallocationThisunitwillneed3classhours,2hoursforlisteningandstudyingthecontentofthetextandtherestfordiscussionandpractice.【主要内容】BackgroundReadingWhatisInternationalTrade?Loose-leafselectivelisteningPartABusinessNewsExercise1,2PartBCentralBankGovernoronRMBExchangeRateExercise1,2PartCTheFutureofFairTradeExercise1,2ActingoutExercise1,2【重点和难点】I．Askstudentstousethefollowingactivevocabulariestoformsentencesaswhattheyhaveheardfromlistening(Dictatethenremember).tobesubjectto--Chinahasbeensubjecttoincreasingforeignanti-dumping,anti-subsidy,protectionmeasuresandspecialsafeguardinvestigationssinceitsentryintotheWorld

Trade

Organization.consecutive--Chinahassufferedthemostinanti-dumpinginvestigationintheworldfornineconsecutiveyears.tolaunch--Startingfrom1979totheendofSeptember2004,34countriesandregionslaunchedaltogether665disputesofanti-dumping,anti-subsidyprotectionmeasuresandspecialsafeguardinvestigationsagainstChineseproductstosufferaloss--BecauseofthisChinasufferedatremendouseconomiclossvaluedatUS$19.1billionintermsofforeigntrade.toresolveadispute--AsecondroundofnegotiationsbetweenChinaandtheUnitedStatesaimedatresolvingadisputeovertextiletradebrokedownThursday.toconsultwith--WewillbeconsultingwiththeChineseoverthenextfewdaysonthedateandlocationofthenextround.tosurge--U.S.manufacturerssayChineseclothingimports,whichhavesurgedafteraworldwidequotasystemexpiredonJan.1,arecostingthemprofitsandjobs.tobesensitive--ThedisputeisespeciallysensitiveamidrisingAmericanfrustrationatthecountry'ssoaringtradedeficitwithChina,whichreachedarecord$162billionlastyear.II．Askstudentstousethefollowingactivevocabulariestoformsentencesaswhattheyhaveheardfromlistening(Dictatethenremember).tocomeintoexistence--China'scurrentunified,managedfloatingexchangerateregimebasedonmarketsupplyanddemandofforeignexchangecameintoexistencein1994.toappreciate--Between1994and1997,theexchangerateoftheRMBagainsttheUSdollarappreciatedfrom8.71,reflectingthefeatureofamanagedfloatregime.floatingband--Attheendof1997,attherequestofneighboringeconomiesandinternationalinstitutions,ChinasubstantiallynarrowedthefloatingbandoftheRMBexchangeratetohelpreducetheshockoftheAsianfinancialcrisisanddispelthefearofRMBdevaluation.topursue--TheChinesegovernmentdoesnotpursuetradesurplus,butratheraimsataroughoverallbalanceinthecurrentaccount.tobecompatiblewith--SinceChinarecordedlimitedforeignreservesinthe1990s,itwasnecessarytoexpandthemtobecompatiblewiththelevelofimportandexternaldebts.toentail--Itwasnotuntiltheendof2001thatChinawasacceptedasamemberofWTO,whichentailedaseriesoftradereforms.toturnout--ItturnedoutthatwhileChina'simportin2002recordedarapidexpansion,exportalsosurged,resultinginatradesurplusof30.4billionUSdollars.torelaxrestrictions--InthefiveyearsfollowingtheaccessiontoWTO,Chinawillcontinuetocuttariffandrelaxquantitativeimportrestrictions.tosurpass--Sincethebeginningofthisyear,thegrowthofChina'simportshasaccelerated,surpassingthatofexports.tocallfor--InternationaltradetheoriesandWTOspiritcallformultilateral-tradebalanceratherthanbilateraltradebalance.given--Giventhetwocountries'existingeconomicandtradestructure,theUnitedStateswouldcontinuetohavebigtradedeficitwithChina.tobeattributableto--TheUStradedeficitmaybeattributabletostructuralimbalancesandfiscaldeficitsintheUnitedStatesratherthantheRMBexchangerate.III．Askstudentstousethefollowingactivevocabulariestoformsentencesaswhattheyhaveheardfromlistening(Dictatethenremember).asopposedto—CCTVDialogueProgramHostesshadinvitedaprofessorGertrudeHoffmanfromtheLondonSchoolofEconomicstotalkaboutfreetradeasopposedtofairtrade.freeaccess—Freetradeallowsfreeaccesstomarketsandmarketinformation.levelplayingfield—Thefocusoffreetradeisoncreatingalevelplayingfieldbetweenthetraderandtheproducerwiththeideaofcreatingbettermarketefficiencyandhigherrmed—Sothatwehaveinformedconsumerswhoknowwhatoptionsareoutthere.growinpopularity—IthinkthatFairTradeisalreadygrowinginpopularity.mainstream—YouwillseealotofproductsthatarejustappearinginthemainstreamasFairTradeproductsbecausetheyaregreatproductstosellandsatisfytherequirementsofbeingintheFairTrade.

第三课解读经济【教学目的和要求】TeachingObjectivesStudentswilllearnwordandexpressionsrelatedtovariouseconomicindication.Studentswillbeabletouseeconomicindicatorstotalkabouteconomicsituations.【教学时间】TimeallocationThisunitwillneed3classhours,2hoursforlisteningandstudyingthecontentofthetextandtherestfordiscussionandpractice.【主要内容】BackgroundReadingGreenspan’sRecord:AnActivistUnafraidtoDepartfromtheRulesLoose-leafselectivelisteningPartABusinessNewsExercise1,2PartBBusinessReportsinFaceoftheWorstFinancialCrisisExercise1,2PartCHowtoBeExuberantandRationalExercise1,2ActingoutExercise1,2【重点和难点】I．Askstudentstousethefollowingactivevocabulariestoformsentencesaswhattheyhaveheardfromlistening(Dictatethenremember).dilemma--CouldtheBankofEnglandfaceasimilarpolicydilemmatothatoftheEuropeanCentralBank.stick--Confrontedbystickyconsumerpriceinflation,theECBhasfeltunabletocutinterestrateformorethantwoyears.threshold--Whilewelcomingtheamendmentinprinciple,manymembersoftheStandingCommitteeofthe10thNationalPeople'sCongress,China'stoplegislaturecalledforthethresholdtoberaisedevenhighertobenefitmorelowearners.levy--AproposedamendmentraisingthethresholdatwhichpersonalincomeisleviedhasmetwithamixedresponsefromnationallegislatorsinChina.waterdown--AgroupofsmallEUcountriesareseekingtowaterdownsomeofthekeyproposalsinG8debtreliefdealagreedlastweekbyG8leadersatGleneangles,leakeddocumentshaverevealed.spike--Crudeoilpriceshitarecord68dollarsabarrelaftertheUSreportedadeclineinpetrolstocksandChinasaiditscrudeimportsspikedinJuly,asstrongdemandonthemainlandshowsnosignsofeasing.hit--Onaninflation-adjustedbasis,oilpriceswouldneedtohitabout90dollarsabarreltomatchthehighsof25yearsago.II．Askstudentstousethefollowingactivevocabulariestoformsentencesaswhattheyhaveheardfromlistening(Dictatethenremember).unveil–PresidentObamaisunveilinghisbudgetthisweek.deficit–Thepresidentwantstocutthefederaldeficitbyhalfoverthenextfouryears.refinance–Sourcessaythatthegovernmentwillcutmonthlymortgagepayments,allowmoreborrowerstorefinancetheirloansandgivebankruptcyjudgesgreaterpowertomodifymortgages.worst-casescenario–GMsaysit’snowgoingtoneedatotalof30billiondollarsinbailoutmoneyintheworst-casescenario.wrapup–SecretaryofStateHillaryClintonisheadedbackhomeafterwrappingupherfirstoverseastripasthetopU.S.diplomat.fiscaldisaster–Stateleadersarenowwarningofafiscaldisasteriflawmakerscan’treachanagreement.upforsale–OneofthemostexpensiveaddressesinNewYorkisupforsale.bidfor–Thisisapieceofrealestateonlybillionairescanbidfor.putbrakeson–TheworsteconomiccrisishasputbrakesontheexpansionathomeandmadehighqualitybrewsintheU.S.marketmorecompetitive.overriding–Virtuallyeverycustomerwetalkedpointedtooneoverridingconcern—tooexpensive..priceconscious—InfactStarbucksislookingatnewwaystoappealtoprice-consciousconsumers.II．Askstudentstousethefollowingactivevocabulariestoformsentencesaswhattheyhaveheardfromlistening(Dictatethenremember).irrationalexuberance--InDecember1996,whenAlanGreenspanmadehisfamouscommentonthepossibilityof“irrationalexuberance”instockprices,theDowJonesindustrialaveragestoodat6,400.burstabubble--TheFedshouldnottrytoburstabubblebyraisinginterestratewhentheoutlookdoesnotdemandit.unsustainablesurge--Mr.Greenspan’sviewisbasedpartlyonthedifficulty,forcentralbankers,ofspottingthedifferencebetweenanunsustainablesurgeinpricesbasedonspeculationandasustainableonebasedonfundamentals.coremandate--Ifamarketshiftthreatensthecoremandate,itsjobistodealwiththeconsequences.“moppingup”strategy--AlanBlinder,thePrincetonprofessorwhoisgivingapaperontheGreenspaneraatthisweek’sJacksonHolesymposium,callsthistheFed’s“moppingup”strategy.substantialeconomiccontraction--Itisfarfromobviousthatbubbles,evenifidentifiedearly,canbepre-emptedatlowercostthanasubstantialeconomiccontractionandpossiblefinancialdestabilization–theveryoutcomesweareseekingtoavoid.froth--PartofthenextFedchairman’sinheritancewillbeahousingmarketthatMr.Greenspanhassaidisshowingsignsof“froth”inanumberofcities.sanguine--HenryKaufman,theWallStreeteconomist,believestheFOMCistoosanguine.consumptionbinge--TheFed’sassurancesthatitwillraiseratesata“measured”pacehavecontributedtoahouseholddebt-financedconsumptionbingeandtospeculativeactivitybyinvestors.

第四课消费者行为【教学目的和要求】TeachingObjectives:Studentsshouldlearnvocabularyandbasicconceptsrelatedtomarketingandconsumerbehavior.Studentswillbeabletotalkaboutdifferentconsumerbehaviorandmarketingpractices.【教学时间】TimeallocationThisunitwillneed3classhours,2hoursforlisteningandstudyingthecontentofthetextandtherestfordiscussionandpractice.【主要内容】BackgroundReadingWhatisConsumerBehavior?Loose-leafselectivelisteningPartABusinessNewsExercise1,2PartBGlobalSlumpCastsaPalloverConsumersExercise1,2PartCLifestyleChange–FitnessandHealthExercise1,2ActingoutExercise1,2【重点和难点】I．Askstudentstousethefollowingactivevocabulariestoformsentencesaswhattheyhaveheardfromlistening(Dictatethenremember).tocontract--Hehascontractedthehabitoftalkingtohimself.acute--anacutedisease,anacutehospitalThereisashortageofacutebedsinthehospitalsbecauseoftheunexpectedoutbreakofSARS.totakesth.forgranted--Itakeitforgrantedthatweshouldbuildnewroads.trivial--Hesometimesputsthetrivialabovetheimportant.tomisleadsb.Into...--Herfriendlyattitudemisledusintothinkingthatwecouldtrusther.II．Askstudentstousethefollowingactivevocabulariestoformsentencesaswhattheyhaveheardfromlistening(Dictatethenremember).1.globalslowdown–Squeezedbyglobalslowdown,consumersandcompaniesincountriesthatcelebratetheLunarNewYear,areslashingtheirspendingontraditionallavishgifts,liquorandbanquets.2. counton–InChina,wheremanybusinessescountontheequivalentofaChristmasshoppingboomforabigshareofannualsales.3.rollout—ItcouldfurtherdepressChina’sfallinggrowthratejustasBeijingisrollingoutamultibillion-dollarplantoboostconsumerspending.4. splurgeon—Companiesthatsplurgeonlobsterforemployeepartiesin2008areorderingporkthisyear.scaledown–Companiesarealsoscalingdownemployeelotteries—acommonfeatureofholidayparties.double-digitgrowth—Hardest-hithavebeenareashatdependonexports,whichfell2.8%inDecembercomparedwith2007—apainfuldeclinefromdouble-digitgrowthearlierin2008.outlast–Othercompaniesareexpectedtocutorwithholdbonusestopreservecashsotheycanoutlasttheslump.venue—Daimlerdebatedwhethertohaveanemployeepartyanddecidedtoholdonatalessexpensivevenuethanin2008.cutinto–Thedownturnhascutintosalesoftheubiquitousredenvelopes.throwin—Thehotelmayeventhrowinfreecocktailstosweetenthedeal.reeling—Thehotelbusinessisreelingasfirmsandfamiliescuttheirtravelbudgets.grindon—Hagglinghasbecomemoreaccepted,atleastforaslongastherecessiongrindson.hammerout—Cardealersaremorewillingthanevertohammeroutabargainnowthatsaleshaveslumped.waive—Credit-cardcompaniesarebeingmoreflexiblewithcustomerswhowantinterestratesreducedorlatefeeswaived.horse-trading—FirmsmaysufferinAmericanconsumersgetusedtotheideaofallthisp-up—Butintheshortterm,itcouldpropupsales.III．Askstudentstousethefollowingactivevocabulariestoformsentencesaswhattheyhaveheardfromlistening(Dictatethenremember).preoccupation--theirpreoccupationwithfitnessandhealthhasemergedasacorevalue.tomanifest--Thisvaluehasmanifesteditselfinanumberofways.outgrowth--Thefitnesstrendisanoutgrowthofthe"megeneration."comparedwith--Today,nearly70percentofthepopulationengagesinoneormoreathleticactivitiesdaily,ascomparedwithonly25percentagenerationago.tomodify--Traditionalfoodmanufacturershavebegunmodifyingtheiringredientstocatertothehealth-consciousconsumers.topersuade--SunChipsfromFrito-Laytrytopersuadeconsumerstheyarewholesomeproducts.withrespectto--Someofthebiggestchangeshaveoccurredwithrespecttowhatpeopledrink.diet--Dietbeveragesarethesupergrowthsegmentofthesoft-drinkindustry.percapitaconsumption--Parallelingthistrend,theconsumptionofbottledwaterhasgrownrapidly,withpercapitaconsumptionjumpingfrom2.8gallonsin1990to8.8gallonsin1999,anincreaseof214percent.

第五课品牌资产和全球品牌【教学目的和要求】TeachingObjectives:Studentswilllearnwordsandexpressionsrelatedtobranding.Studentswillbeabletotalkaboutthehistoricaldevelopmentandthecurrentsituationofglobalbrands.【教学时间】TimeallocationThisunitwillneed3classhours,2hoursforlisteningandstudyingthecontentofthetextandtherestfordiscussionandpractice.【主要内容】BackgroundReadingBrandEquityLoose-leafselectivelisteningPartABusinessNewsExercise1,2PartBWal-MartLearnsaBrandingLessonExercise1,2PartCZTESilentModeExercise1,2ActingoutExercise1,2【重点和难点】I．Askstudentstousethefollowingactivevocabulariestoformsentencesaswhattheyhaveheardfromlistening(Dictatethenremember).brand-building--Possiblynobrandhasdoneabetterjobofminingthepotentialofnewbrand-buildingprinciplesthanKoreanconsumerelectronicsmanufacturerSamsungElectronicsCo..post--SamsunghaspostedthebiggestgaininvalueofanyGlobal100brand,witha186%surge.Brandvalue--LastyearSamsungsurpassedNo.28Sonyinoverallbrandvalue.Marketingandproductmix--Someoftheolderbrandsinourrankingareclearlystrugglingtoremaketheirmarketingandproductmixforamorecomplexworld.SlipVWacknowledgesitsbrandvalueslippage.Outspend--SonyoutspendsSamsungontraditionaladvertisingintheU.S.onelectronicsproducts.ManyyoungbrandsthatscoredbiggainsinvaluedependontheirowninteractiveWebsitestoshoutabouttheirbrands.Spokesman--YaoisaspokesmanforCoca-Colarival,Pepsi.

Feature--ApicturefeaturingYaoandtwootherChinesebasketballplayerscanbecurrentlyfoundonbottlesofthepopularsoftdrink.Legalproceedings--YaohasrecentlyinitiatedlegalproceedingsagainstCoca-Colaforwhatheclaimsisanunauthorizeduseofhisimage.Recall--Heisdemandingthecompanyrecallallproductscarryinghispicture.Publicitydeal--TopathletesrecentlysignedapublicitydealwithCoca-ColarivalsPepsiinearlyMay.

Publicityagent--Coca-ColasignedacontractwiththepublicityagentfortheChineseMen'sBasketballTeaminlateMarch.

Personalauthorization--China'snationallawstatesthataperson'simagecanonlybeusedforadvertisingpurposesiftheyhavegivenpersonalauthorization.II．Askstudentstousethefollowingactivevocabulariestoformsentencesaswhattheyhaveheardfromlistening(Dictatethenremember).inliquidation—IconicbrandssuchasLines-n-ThingsandMervynsareinliquidation.fileforbankruptcyprotection—FormerelectricalretailpowerhouseCircuitCityquarter—OnThursdayWal-Martannounceda7.5%increaseinsalesforthefirstthreequartersof2008.upcoming—ChiefexecutiveLeeScottwassmilingwhenhedeclaredhis‘optimist’fortheupcomingholidayseason.tradedown—ThemiddleclassesacrosstheAtlantichavebeguntradingdowninthemillions.attheexpenseof—Wal-Martisenjoyingamiddle-classrenaissanceattheexpenseofitsupmarketrivals.learn…thehardway—Ithaslearnedoneofthegreatestsecretsofbrandingthehardway.flatsales—Frustratedwithflatsales,andshareholderpessimism,theleadershipteamatWal-Martdecidedtorepositionthebrand.incloseproximityto—Studentsareshownaperceptualmapinwhichabrandisincloseproximitytocompetitorsandassociatedwithlifelessvalues.implication—Theimplicationisobvious:changewhenthebrandstandsforandbecomepopularandprofitableagain.bonkers—InWal-Mart’scase,thebrandrepositioningwasparticularlybonkers.revitalization—Wal-Martrealizedthatitsrepositioningstrategywasnotworking,andshiftedtoarevitalizationapproachinstead.III．Askstudentstousethefollowingactivevocabulariestoformsentencesaswhattheyhaveheardfromlistening(Dictatethenremember).entrant—Inthelastquarterof2007therewerethreenewentrantsinthetoptenlistofmobile-phonemakers.marketshare—Itsworldwidemarketsharewentfrom0.4%atthestartof2007to1.2%inthesecondquarterof2008.businessmodel—YetZTEiseasytooverlook,parable—Withpricesforcomparableproducts25-90%lessthanthoseofitsWesterncompetitors,ZTEhascustomersinover60countries.economicrise—BehindZTE’semergencearetheusualfactorsthathavecometobeassociatedwithChina’seconomicrise,withafewtwists.atshortnotice—Manyofwhomaredeployedatshortnoticetoworkanlargeprojectsinsomeoftheworld’smostdifficultplaces..financing—Morefuzzy,butstillimportant,hasbeenZTE’sabilitytousehelpfromtheChinesegovernmenttoarrangecheapfinancingforitsglobalcustomers,whichoftenlackcapital.low-coststrategy—ZTEhasdoneagoodjobofunderstandinghowtopursuealow-coststrategy.unobtrusive—ZTEfocusesonmakingequipmentthatischeap,reliableandunobtrusive.whitelabel—Itsupplieshandsetsona“whitelabel”basistooperators,whichthensellthemundertheirownbrands.customize—ZTEdoesmakesomeadvancedhandsets,butitsstrengthisincombininglowcostwithawillingnesstocustomizehandsetsfortheoperators.bignames—ZTEsuppliesphonestobignamessuchasVodafoneandTelefonica.

第六课广告诉求—形象和性格【教学目的和要求】TeachingObjectives:1.Studentswilllearnwordsandexpressionsrelatedtoadvertising.2.Studentswillbeabletodiscussdifferenttypesofadvertisingappealsandtheimportanceofimageandpersonalitytoaproduct.【教学时间】TimeallocationThisunitwillneed3classhours,2hoursforlisteningandstudyingthecontentofthetextandtherestfordiscussionandpractice.【主要内容】BackgroundReadingWhatisAdvertising?Loose-leafselectivelisteningPartABusinessNewsExercise1,2PartBWhatShouldYouSpendonAdvertisingExercise1,2PartCAdvertisingTechniquesintheMovie“SpiderMan”Exercise1,2ActingoutExercise1,2【重点和难点】I．Askstudentstousethefollowingactivevocabulariestoformsentencesaswhattheyhaveheardfromlistening(Dictatethenremember).climbto--Theonlineadspendclimbedto£490.8million($861million)inthefirstsixmonthsofthisyear,exceedingpreviousestimatesfortheperiod.accountfor--Onlinerosetoaccountfor5.8percentofthemarket,surpassingoutdooradvertising,whichaccountsfor5.1percentofthetotaladspendintheU.K.overtake--PreviousIABU.K.estimatesexpectedonlinetoovertakeoutdoorbymid-2006.drivetheshiftof--Anincreaseinbroadbandpenetration,richmedia,mediaconsumptionandanonlineretailboomalldrovetheshiftofadspendingtotheWpile--TheIABU.K.reportwascompiledfromasurveyof75companiesrepresentingthousandsofWebsites.bevalidon--ThisprogramistorewardsystemintegratorsacrossthecountryandisvalidonallSamsungcolormonitor,HDDandOMSproductspurchasesmadebySIpartners.apartfrom--Apartfromthese,giftsincludeMarutiOmni,54-inchprojectionTVs,29-inchDNIeTVs,Samsung1.5TsplitAC,Samsungfrost-freerefrigerators,motorcycles,mobilesandTitanwatches.aspartof--Aspartofthescheme,Samsunghaspackageditscolormonitors,HDDandOMSproductsinbundles.onthebasisof--tobegiventotheSIPartneronthebasisofaluckydrawtobeannouncedwithinafortnightoftheclosingdateofparticipation.strengthenrelationshipwith--SamsungPowerof3ProgramisastrongtooltohelpusgrowourbusinessandstrengthenourrelationshipwiththeSIpartners.II．Askstudentstousethefollowingactivevocabulariestoformsentencesaswhattheyhaveheardfromlistening(Dictatethenremember).conundrum–It’saconundrumthatvexesmanycorporateleaders,fromemergingentrepreneurstoseasonedCEOs..precede—Othersnaivelyassumethatiftheysimplyprovideexcellentproductsorservices,theirreputationwillpre