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体验商务综合英语4Unit4Success体验商务综合英语4Unit4Success体验商务综合英语4Unit4Success资料仅供参考文件编号:2022年4月体验商务综合英语4Unit4Success版本号:A修改号:1页次:1.0审核:批准:发布日期: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):Unit4SuccessTeachingobjectivesandrequirements(教学目的、要求):Studentsarerequiredto1.Mastereconomicvocabularyinsuccessfulbusinesscompaniesandpeople;2.Befamiliarwithbusinessnegotiatingskills;3.Gettoknowtheelementsofbusinesspeopleandcompanies.4.LearntheskillsofbusinessnegotiatingTeachinghighlightsanddifficulties(教学重点及难点):Highlights:graspthenecessaryelementsofhowacompanyoranindividualgetsuccessinbusiness.mastereconomicvocabularyinsuccessfulbusinesscompaniesandpeopleDifficulties:understandthevariousmethodstonegotiateinbusinesssuccessfully;2.expressthemselvesmorefreelyonthethemeafterdoingaseriesoftheme-relatedreading,listening,speakingandwritingactivities;Timeallotment(教学时数):6PeriodsTeachingmethod(教学方法):GroupDiscussionExemplificationanddemonstration;Task-basedteachingTeams-basedCooperativeLearningReferences(参考书目):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蒋景东著,常用商务英语词典,浙江大学出版社,2012,5.(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IITeachingprocedureStep1Startingup:(20minutes)1)1)Namethemostsuccessfulbusinessperson/peopleinourcountryand/orinothercountries.2)discussthefollowingquestions.Whatmakepeoplesuccessful
Addmorewordstothelist.Thenchoosethefivemostimportant.
3)B.Talkaboutapersonyouknowwhoissuccessful.Whyaretheysuccessful?
4)C.Whatarethebestindicatorsofone’ssuccess?Step2Listening:ASuccessfulbusiness(50)notesadvent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.T4.1(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:B4.2Listenandanswer1.WhatarethemainfactorsofCatherineNg’ssuccess?Visionandstrategicplanning;useofmanagementtoolssuchasSWOTanalysis;useoftheInternetformarketingdevelopmentofacustomerrelationshipmanagementsystem.2.Whatadvicedoesshegivepeoplelookingforsuccess?Bewellprepared;seizeopportunitieswhicharisestayopen-minded.4.2(I=Interviewer,CN=CatherineNg)I Whatarethecriticalfactorsbehindyoursuccess?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.Beforeyoureadthearticlesaywhatyouknowaboutthefollowing1.BillGates2.SteveJobs3.TimBerners-LeeHereissomeinformationaboutthethreemen.1.BillGatesChairmanandChiefSoftwareArchitectofMicrosoftCorporation,theworldwideleaderinsoftware.BornOctober281955.GrewupinSeattle,wherehisfatherisalawyer.Beganprogrammingcomputersattheageof13.WenttoHarvardUniversity,butleftbeforegraduatinginordertodevotehistimetoMicrosoft,acompanyhebeganin1975withhisfriendPaulAllen.MarriedMelindaFrenchGatesln1994andhasthreechildren.GivesgenerouslytocharitythroughtheBillandMelindaGatesFoundation.2SteveJobsCo-founderofApple.NowCEOofbothAppleComputersandPixarAnimationStudios,famousforcomputeranimatedfilmssuchasToyStoryandFindingNemo.BornFebruary241955inWisconsin.AdoptedsoonafterbirthbyPaulandClaraJobsandraisedInSantaClara,California.HelpedpopularisetheconceptofthehomecomputerwiththeAppleII.FiredfromApplebyJohnSculleybutlaterrejoinedthecompanyandturneditsfortunesaroundwiththeIPod.MarriedLaurenePowellin1991andhasthreechildrenwithher.AlsohasadaughterwithChristineBrennan.3TimBerners-LeeInventoroftheWorldWideWebandDirectoroftheWorldWideWebConsortium,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CReadthearticleanddiscussthefollowingquestions:1.whywerethefollowingdatesimportant?
a)1976b)1985C)1977
2.WhatwasJobs’firstsuccess?
3.Whatmadehim:a)amillionaire
b)abillionaire?
4.WhydidheleaveApple?
5.Whydidhecomeback?
6.HowlongdidittaketoturnAppleround?
7.WhydoesJobsthinkhislatestventurewillbeaturningpointforthemusicindustry?
8.WhydoyouthinkSteveJobsissuccessful?
answers:1a)theyearJobsandWozniakstartedAppleb)theyearlobswasfiredfromApplebyJohnSculley.c)theyearjobsrejoinedApple2ThecomputerAppleI.3a)ThesuccessofthecomputersAppleIandAppleII.b)ThesuccessofPixar.4HewasfiredbyJohnSculley.5WhenApplewasfailing,hewasinvitedbackbythecompany.6Oneyear.7.Itwillchangethewaypeoplebuymusicandwillcombatthepiratingofmusicwhichisdamagingthemusicindustry.8Answersmightincludehisgenius,vision,determinationandconfidenceinhisownabilityandinhisproducts.D.Languagereview:PresentandPasttenses1.presentsimple2.pastsimple3presentcontinuous4presentperfectA:DiscusstheruleswiththewholeclassandgetSstocompletethestatements.1pastsimple,becausethesearecompletedactionswhichtookplaceataparticulartimeinthepast.2.hascomplained,hasbeen,havefollowed,haveseen,haswalkedoutBecausethesearepresentresultsofpastactions.3is,doesnotbelieve,isThepresentsimplelsusedbecausethesearesituationswhicharegenerallytrue.ThecompanyTOYS“R”USisoneoftheworld'slargesttoyretailers.Itsellsitsmerchandisethroughmorethan1,5oooutlets,with685toystoresintheUS,afurther605toystoresoverseasand216BABIES“R”USstores.HowthecompanystartedIn1948CharlesLazarusbeganabusinessforchildrenonlyandhesetuphisfirstbabyfurniturestoreinWashington,DC.Lazarusopenedhisfirsttoysupermarketin1957andin1978TOYS"R"USbecameapubliccompany.RecenteventsIn2001TOYS"R"USopeneditsTimesSquareflagshipstoreinNewYorkCityAlthoughithasrecentlylostitsnumberonepositionintheUStoWalmart,ithassignificantlyexpandeditsvideomerchandisinginitsUSstoresandhasevolvedintoan11-billion-dollarbusiness.WhatItlsdoingnowTOYS"R”USiscurrentlytryingtoregainitsnumberonepositionfromWalmart.Lazarusisnowfocusingonanewventure,BABIES“R”US,andisworkinghardtomakeitthenumberonebabyproductspecialistchainstoreintheworld.Step5Skills:Negotiating(30minutes)Thelanguageofsignaling,checkingunderstandingandsummarisingiscovered.Ssanalyzehowitoccursinanegotiatingsituationanduseitthemselvestoroleplayasituation.AGothroughtheUsefullanguageboxwiththewholeclass.GetindividualSstoreadtheexpressions,workingonintonation.Explainbrieflytheroleandimportanceoftheseexpressionsinstructuringnegotiations.BGetSstoreadtheconversationaloudinpairs,andidentifysignaling,checkingunderstandingandsummarizingexpressions.Askdifferentpairsfortheirfindingsanddiscussthemwiththewholeclass.SpecialrequirementsWhatdoyoumeanexactly(Checkingunderstanding)Mmm,OK...(Signalling)OK,soyou'resayingyouwillmodifythecarifweaskyouto
(Checkingunderstanding)Rightthen,let’sseewhatwe’vegot.(summarizing)That’sit.OK,let’stalkaboutdeliverynow.(Signalling)yougoWhyyoudeliverofMay?(C)aWhydon’tyoufirmdeliverus?(SIG)wantbeourcompany–greenblack.(NOT)notIfollowDoyouwantgreenblack?(C)gotayouyoupayment(SIG)OK,agreebegreenblackbutonlyyou’lluspay(SUM)youoneof(C)giveyouafiveyearyouwant,butyou’llpayaStep6Casestudy(50minutes)1)SSstudyinforBackground:CamdenFCRecentperformanceinfootballverysuccessfulinUKandEuropeRecentperformanceinbusinessCommerciallyverysuccessfulFootballingsuccessduetoCristosSroda,Manager,andhisstrategyofpromotingyoungerplayersandbuyingsomeinternationalones
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