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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
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