外研社新视野商务英语综合教程2-U1电子教案

教案

课程名称：_______________________________________

课时：_______________________________________

班级：_______________________________________

任课教师：_______________________________________

教材：.《新视野商务英语综合教程2（第二版）》_

Unit1Surveying

UnitOverview（单元概览）

Bystudyingthisunit,youareexpectedto:

•learnaboutthebasicsofmarketsurveys;

•knowhowtodesignaquestionnaire;

•knowhowtoanalyzemarketsurveyresults.

Lead-in（主题导入）

•Askthestudentswhethertheydidsurveysbefore,andhowtheydidit.

•Askthemtolistsomemeansadoptedinsurveys,andselecttheonesadoptedin

businesssurveys.

•Dividethestudentsintogroupsandaskthemtodiscussdifferentmeansof

surveysindifferentsituations.

•Invitesomerepresentativestosharetheiropinionswiththerestoftheclass.

AdditionalMaterials

•SecondaryResearchusesoutsideinformationassembledbygovernmentagencies,

industryandtradeassociations,laborunions,mediasources,chambersof

commerce,andsoon.It'susuallypublishedinpamphlets,newsletters,trade

publications,magazines,andnewspapers.

•FocusGroupisthemostpopularformofqualitativeresearch.Itnormallyconsistsof

6to8participantswhoareexpectedtohavein-depthconversationsabouta

particulartopic.

ReadingA（精读课文）

Task1

•Dividethestudentsinto3groups,witheachoneresponsibleforeachstep.

•Askeachgrouptobrainstormandfinishthecolumnofactivitiesfirst.

•Revolvingthoseactivities,askthemtodiscussaccordingtotheirpastexperiences

aboutsomedosanddon'tsineachindividualactivity.

Activity1

•Letthestudentsreadthetermsintheboxandexplainthemintheirownwords.

•Askthestudentstofillinthemissingprocessesduringproduction.

•Selectoneortwoofthemtotrytousetheirownwordstodescribeatypical

productionprocedure.

•Afterthat,theteachermaygivethemsomemoreexpressionsorphrasesto

describethetimesequences.

•Encouragethestudentstomakeuseofthoseexpressionsorphrasestodescribeit

again.

FocusingonGrammar

•一些表示时间顺序的词

MoreExamples

BeforeWorldWarII,womenwerenotrecruitedasintelligenceofficers.

Itwassometimebeforethedooropenedinresponsetohisring.

Thedecisionhadtakenabout10secondsoncehe'dreadamarketresearchstudy.

Oncegotthenews,shecouldn'thelpweeping.

Uponhisrelease,Jackwentimmediatelytohismother's.

•并列句中动词的省略

MoreExamples

Theboysintheclasswereassignedthetasktocleanthefloor,whilethegirls,the

windows.

Thewhiteliemadethewomanhappy,whilethemanguilty.

NewYearbroughtthechildrengreatexpectationandenjoyment,whilethepoor

parents,worryandsuffer.

Activity2

•Askthestudentstothinkoftheirdailyexperience,focusingonwhatproductor

servicetheywouldlovetoenjoyoncampus,(e.g.Dorm-to-DormDelivery)

•Iftheydonothaveanyclue,encouragethemtogooutoftheclassroomanddoa

face-to-faceinterviewtogathermoreinformation.

•Withalloftheinformationcollected,askthemtocompareanddecideoneortwo

itemsthatmightbemarketable.

Additionalmaterials

Thethingsthatallthethreecompanieshaveincommon:

•Theyaresupermarketchains.

•Theyarehypermarkets(supermarket+departmentstore).

•TheyareEuropeancompanies.

•Theyaretheworldslargestandmostinternationalretailers.

•TheyhavealargepresenceinChina.

•Theyexpandgloballythroughstoresaswellasonlinesales.

ReadingB(泛读课文)

•Dividethestudentsintosmallergroups(atleast4to5ones).

•AskthemtorespondindividuallytothequestionnaireinReadingB.

•Askthemtoexchangeinformationwithothersinthegroupandcomparetheir

answers.

•Askthemtosummarizesomesimilaranddifferentitems.

AdditionalMaterials

•Whentouseaquestionnaire?

Thechoiceofwhentouseaquestionnairewillbemadebasedonavarietyoffactors

includingthetypeofinformationtobegatheredandtheavailableresourcesforthe

experiment.Aquestionnaireshouldbeconsideredinthefollowingcircumstances.

•1.Whenresourcesandmoneyarelimited.

Aquestionnairecanbequiteinexpensivetoadminister.Althoughpreparationmaybecostly,

anydatacollectionschemewillhavesimilarpreparationexpenses.Theadministrationcost

perpersonofaquestionnairecanbeaslowaspostageandafewphotocopies.Timeisalsoan

importantresourcethatquestionnairescanmaximize.Ifaquestionnaireisself-administering,

suchasane-mailquestionnaire,potentiallyseveralthousandpeoplecouldrespondinafew

days.Itwouldbeimpossibletogetasimilarnumberofusabilitytestscompletedinthesame

shorttime.

•2.Whenitisnecessarytoprotecttheprivacyoftheparticipants.

Questionnairesareeasytoadministerconfidentially.Oftenconfidentialityisnecessaryto

ensureparticipantswillrespondhonestlyifatall.Examplesofsuchcaseswouldinclude

studiesthatneedtoaskembarrassingquestionsaboutprivateorpersonalbehavior.

•3.Whencorroboratingotherfindings.

Instudiesthathaveresourcestopursueotherdatacollectionstrategies,questionnairescanbe

usefulconfirmationtools.Morecostlyschemesmayturnupinterestingtrends,but

occasionallytherewillnotberesourcestoruntheseothertestsonlargeenoughparticipant

groupstomaketheresultsstatisticallysignificant.Afollow-uplarge-scalequestionnairemay

benecessarytocorroboratetheseearlierresults.

Activity3

•Reviewsomeoftheusefulwordsandexpressionsthestudentscanuseinthe

presentation.

•Approachtheanalysisfromdifferentperspectives(e.g.fromthefemaleorthe

maleperspective)andcomparethesimilaritiesanddifferences,ortryto

categorizethosequestionsfromthequestionnaireintosmallergroups(e.g.

focusingonthebrand,fragrance,function,etc.).

•Assignthisashomework,askthestudentstofreetheirmindandtrytopresenta

findingreportasuniqueandindividualaspossible.

Listening（听力练习）

Task1

•AskthestudentstoimaginethattheywereAndyandthinkwhatpreparationthey

shoulddobeforeconductingthesurvey.

•Askthemtoreadthequestionnairethroughandbefamiliarwitheachquestion

andthechoices.

•Dividethestudentsintopairsandletthemrole-playsomequestion-andanswer

scenes.

•Askthestudentstolistentotherecordingandtrytocompletethequestionnaire

individually.

•Letthestudentslistenagainandchecktheanswerswithalltheclass.

Task2

•Askthestudentstobrainstormsomefamousbrandsofhairproducts.

•Listsomeofthem,suchasRejoice,RoyalWind,Pantene,Heads&Shoulders,

etc.

•Askthestudentsfromwhatchannelsdidtheygettoknowthesebrands.

•Askthestudentstolisttheirfavoritefragranceofhairproductsandexplainwhy.

•Givethestudentssometimetoreadthequestionsandanswers.Theycanpredict

someanswersbasedontheinformationthey'vegotfromprevioussections.

•Askthestudentstolistentotherecordingonceortwicesothattheycanchoose

thecorrectanswerforeachquestion.Andcheckthemwiththeclass.

•Dividethestudentsintopairsandaskthemtodiscussthenecessaryfactorsfor

successfulTVcommercials.

SuccessfulTVCommercials(SuggestedAnswers)

Pantene'sTVcommerciallaunchedinThailand,showingadeafgirl'sendeavortoplaythe

violinisofgreatsuccess.Ittellsaverytouchingandencouragingstoryaboutadeafpoor

girl'sgrowth,duringwhichprocesssheheldfasttohermusicdream,eventhoughshewas

laughedatandbulliedbyanormal,talentedandrichgirl.Yet,shekeptpracticingandnever

gaveupuntilfinallybitthetalentone.Thesentence“Youcanshine,,concludesthewhole

commercial,whichgoesalongquitewellwithPantene'sadvocationofself-confidenceas

wellasrevealsthethemeconveyedbythispieceofcommercial,andhencemakesPantenea

householdnameinThailandaswellasallaroundtheworld.

Task3

•BeforethelisteningofTask3,askthestudentstogobackandreviewthe

contentsofTask1and2.

•Askthestudentstomakeabriefreportonthereleaseplanofthenewhaircare

productbasedontheinformationgathered.

•AskthestudentstolistentoAndysreport,finishtheexercisesfirstandthenask

thestudentstocorrectthefalsestatements.Atlast,letthemcomparetheirreports

withAndy's.

CommunicationProject（商务沟通）

•Askthestudentstocomparesomebasicmeanstakenintothesurveyanddecide

onethatismostsuitableforthesituation.

•Thequestionnairedesigncouldbeassignedasthehomeworkforthestudentsto

finishafterclassandtobepresentedanddiscussedinnextclass.

•Afterthepresentationofthosequestionnaires,trytohighlightsomestrongpoints

fromeachquestionnaireandcomeupwithafinalversion.

•Printthequestionnaires,handthemouttoeachindividual,askthemtorespond

andthencollectthosequestionnairesforfurtheranalysis.

•Askthestudentstorefertosomepromotionactivitiesofsimilarproductsand

thentrytoimagine,proposeanddecideonefinalpromotioncampaign.

•Presentthesurveyschemes,comparethemandarrangeavote.

Writing（商务写作）

Task1

•Askthestudentstobrainstormthequestionnairesthey'vecomeacrossandpay

specialattentiontosomeessentialitemsthatshouldbeincludedina

questionnaire.

•Askthestudentstothinkofthesimilaritiesanddifferencesbetweenthehaircare

productandthetoothpaste.Andthenaskthemtoconcentrateonsomespecific

questionsthatmightbepresentedinatoothpastequestionnaire.

•Askthestudentstorankthesequestionsaccordingtotheirimportance,andmake

anexplanation.

MoralReflections(补充教学资源)

UnitOverview

度之往事，验之来事，参之平素，则可决之。

Adecisioncanbeproperlymadeonlyaftertakingintoaccountthepastandthefutureaswell

asusualpractice.

Beforeaproductisreleased,acompanymustdoathoroughsurvey.

QI:Whattruthsarerevealedfromtheabovequote?

Q2:Whatmeasurescanyouthinkoftohelpyoumaketheproperde