体验商务综合英语4Unit4Success.docx
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体验商务综合英语4Unit4Success.docx
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体验商务综合英语4Unit4Success
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):
Unit4SUCCeSS
TeaChingObieCtiVeSandrequirement教学目的、要求):
Studentsarerequiredto
1.MaStereconomicVaCabUIaryinSUCCeSSfUIbusinessCamPaniesandpeople;
2.BefamiliarWithbusinessnegotiatingskills;
3.GettoknowtheelementsofbusinessPeaPIeandCamPanies.
4.Learntheskillsofbusinessnegotiating
TeaChinghighlightsanddifficulties教学重点及难点):
Highlights:
1.graspthenecessaryelementsofhowaCamPanyOranindividualgetSUCCeSSinbusiness.
2.mastereconomicVaCabUIaryinSUCCeSSfUIbusinessCamPaniesandPeoPle
Difficulties:
1.UnderstandtheVariaUSmethodstonegotiateinbusinesssuccessfully;
2.expressthemselvesmorefreelyonthethemeafterdoingaSerieSoftheme-relatedreading,Iistening,SPeakingand
Writingactivities;
Timeallotment(教学时数):
6PeriOdS
TeaChingmethod教学方法):
1.GraUPDiSCUSSiOn
2.EXemPIifiCatiananddemOnStratian;
3.Task-basedteaching
4.TeamS-basedCooPeratiVeLearning
ReferenCeS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,2012.6
2.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
3.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
教学基本内容
方法及手段
IITeaChingPrOCedUre
SteP1Startingup:
(20minutes)1)
1)NamethemostSUCCeSSfUlbusinessPerSOn/peopleinOUrCoUntryand/orinOtherCoUntries.
2)discussthefollowingquestions.
Whatmakepeoplesuccessful?
Addmorewordstothelist.Thenchoosethefivemostimportant.
3)B.TalkaboutaPerSOnyouknowwhoissuccessful.Whyaretheysuccessful?
4)C.WhatarethebestindicatorsofOne?
Ssuccess?
SteP2LiStening:
ASUCCeSSfUIbusiness(50)
notes
advent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
Phenomenalgrowthpotential非凡的增长潜力
gimmick英[,g?
m*]美[?
釦?
<]n.暗机关;骗人的玩意;花招vt.使暗机关;搞骗人的玩意
AUdiQIingu
4.1LiStenanddecideWhethertheStatementsaretrueorfalse.
O
aland
1.F2.T3.T4.F5.F6.T
CQmmunicativemethod
4.1(1=InterViewer,CN=CatherineNg)
IWhatfactorshavemadeyourbusinesssuccessful?
CNFirStofall,theadventofLCDWatChtechnoIogyinthe1970sCreatedaVaStopportUnityforus.
YouSeealthoughtheSWiSSWerethefirsttodevelopaquartzwatch,theSUPPOrtoftheSWiSS
manufacturersWaSnOtStrongastheyoverlookedthePhenomenalgrowthpotentialofthemarket.They
believedtheirmechanicalexcellencewouldkeepthemIeaderSoftheindustryandthatthequartzWatCh
WaSOnlyagimmick(花招)andthatitwouldSoonfadeout.Infactthispoorjudgementeventuallyled
tothedownfallofsomecompanies.
ASdemandWaSgreaterthanthesupply,thereforeitWaSn?
tdifficultformetogetentrytothis
marketWhenIfirstSetUPmycompany.AttheendofthefirstyearthenumberofemployeesinCreaSed
to20andWemovedfromOffiCePremiSeStoafactory.OUrfloorSPaCeinCreaSedfromtheoriginal600
Sqftto2,000Sqftbytheendofthefirstyear,andthecompanygrewmorethantenfoldinthenextfive
years.
课程教案(续)
教学基本内容
方法及手段
Andthenafewyearslater,PriCeSStartedtobecomeVeryComPetitiVeastheretailmarket
becameSatUrated.SoIhadtothinkaboutCertainStrategieStotacklethisproblem,Ihadtothink
UPaShOrt-termStrategyanddevelopsomeIong-termplanning.
PairWQrk
LikeallourCOmPetitors,WedevelopednewPrOdUCtSSUChasgiftware(精品,礼品)andIUXUry
WiiththeaidQfmulti-mediafacility
items.Forexample,WedesignedPrOdUCtSWithatimedeviceinthemandCUStOmerScouldPrint
theirlogoOnthePrOdUCtforpromotiOnalpurposes.HOWeVerCOmPetitiOnbecamereallysevere.It
reachedaPointthatanyPrOdUCtWhiChhadatimemoduleinitbecamelessvaluable.
Intheshortterm,WehadtoCUtourcosts.HOWeVerforCertainCUStOmerSwhoarelessPriCe
AUdiQIingual
conSCious,IWaSabletoUPgradethequalityofourproducts,forexample,byOfferingbetter
and
batteries,aIongerWarranty,etc.WedidnOtWantourCUStOmerStothinkWeWererippingthemoff
CQmmuniCatiVe
ofCOUrSeifWeChargedahigherprice.ForCUStOmerSwhoWerelessfocusedonquality,WehadofCOUrSetoreduceourprices.
Intheend,ourCUStOmerSallthoughtthatourcompanyOfferedqualityproducts,WhiChWerevalueformoneywhilemostofourCOmPetitOrSStrUggIedforSUrViVaIandCUtPriCeSinaVeryCOmPetitiVemarket.SomeWereevenforcedoutofthemarket.
Ontheotherhand,WealsoSWitChedourCaPaCitytoPrOdUCingclocks,CUttingourWatChPrOdUCtionIineandtrainingourWOrkerStoassembleclockproducts.WatChPrOdUCtionWaSbasedOnanassemblyline.WellWeboughtcompOnentSfromSUPPIierSandassembledthewatches.ClockPrOdUCtSinvolvedmorecompOnents,WehadtomaketheminhouseandthecompanyStartedtoinstallmachinery,hiredesignersandtheworkflowbecamemoreSOPhiStiCatedandtoday,WehavebecomeOneofthebestknownmanufacturersintheworld,WithISO9001CertifiCatiOn.
method
LiStening:
B
4.2LiStenandanSWer
1.WhatarethemainfactorsofCatherineNg?
Ssuccess?
ViSiOnandStrategiCplanning;USeofmanagementtoolsSUChasSWOTanalysis;USeofthe
InternetformarketingdevelopmentofaCUStOmerrelatiOnShiPmanagementsystem.
2.WhatadvicedoesShegivepeoplelookingforsuccess?
BewellPrePared;SeiZeopportUnitiesWhiChariseStayopen-minded.
4.2(1=Interviewer,CN=CatherineNg)
IWhataretheCritiCaIfactorsbehindyoursuccess?
CNTheCritiCaIfactorsofoursuccess,Iwouldsay,WereourViSiOnandourStrategiCplanning.
Fromtimetotime,WeUtiIiSemanagementtoolsSUChasSWOTanalysistoreviewourSitUation
andmakenecessaryadjustments.FUrthermore,WehavemadeUSeoftheInternettopromoteour
products,forexample,WeUSedane-cataloguetoStartwith,andlatelyWehavedevelopeda
CUStOmerrelatiOnShiPmanagementsystem.
IfIWaSaskedWhatadviceIwouldgivetopeopleIookingforSUCCeSSinbusiness...erm...WellIwouldSaytopeople:
Bewellprepared.SeiZeanOPPortUnityonCeitemerges.Andfinally,Stayopen-minded,asbusinessCanbedevelopedbyindividuals,alliances,PartnershipsandjointVentures.
SteP3Discussion:
SOIeBrOtherS(30minutes)
SimiIaritieS
BothcompaniesWerefoundedbymembersoftheDaSSIerfamily.
BothcompaniesareSUCCeSSfUIPrOdUCerSofSPOrtSshoes.
BothcompaniesareIiStedOntheFrankfurtstockexchange.
BothcompanieshavehadtheirPrOdUCtSWornandendorsedbyfamousSPOrtSstars.
BothcompanieshavehadSUCCeSSWithPrOVidingshoesfortheOIymPiCGames.
BothcompaniesfoundSUCCeSSandaChangeofdirectiOnafternewCEoSWereappointed.
Bothcompaniesareexpandingworldwide.
BothcompanieshavekeptSPOrtSshoesastheircorePrOdUCtbuthaveexpandedintoclothingandfashiOngoods.
Bothcompanieshavehadproblems:
AdidaSintheearlydaysandPUmaafteritWentPUblic.
DifferenCeS
AdidaSisIiStedOnthePariSstockexchange,WhereaSPUmaisIiStedOntheMUniChstockexchange.
AdidaShasmadeanacquisitiOn(Saloman)andChangedits
name.PUmahasnot.
PUmahasremainedamanufacturingandsalescompany
butAdidaShasChangedintoamarketingcompanyandlicensesPrOdUCtSUndertheAdidaSname.PUmahashadSUCCeSSbyUSingaWebSitetosellitsproducts.
PUmahasexploitedIinkSWithafashiOndesignertodevelopitsrangeofproducts.
PUmahasUSedPrOdUCtPIaCementinHollywoodmoviesasamarketingtool.
SteP4Reading:
SteVeJobs(50minutes)
A.BefOreyoureadthearticleSayWhatyouknowaboutthefollowing
1.BillGateS
2.SteVeJobs
3.TimBerners-Lee
HereissomeinformatiOnaboutthethreemen.
1.BillGateS
ChairmanandChiefSOftWareArChiteCtofMiCrOSOftCorporation,theworldwideIeaderinSOftWare.
BornOCtOber281955.GreWUPinSeattle,Wherehisfatherisalawyer.
BeganPrOgrammingCOmPUterSattheageof13.
WenttoHarVardUniVerSity,butIeftbeforegraduatinginOrdertodevotehistimetoMiCroSoft,
aComPanyhebeganin1975WithhisfriendPaUlAllen.
MarriedMelindaFrenChGateSln1994andhasthreeChiIdren.
GiVeSgenerouslytoCharitythroughtheBillandMelindaGateSFoundation.
2SteVeJobs
Co-founderofApple.NowCEoofbothAppleCOmPUterSandPiXarAnimationStUdios,famousforCOmPUteranimatedfilmsSUChasToyStoryandFindingNemo.
BornFebrUary241955inWiSConsin.AdOPtedSoonafterbirthbyPaulandClaraJobsandraisedInSantaClara,California.
HeIPedpopularisetheConCePtofthehomeCOmPUterWiththeAppleII.
FiredfromApplebyJohnSculleybutlaterrejoinedthecompanyandturneditsfortunesaroundWiththeIPod.
MarriedLaUrenePowellin1991andhasthreeChiIdrenWithher.AlsohasadaughterWithChriStineBrennan.
3TimBerners-Lee
InVentoroftheWorldWideWebandDireCtOroftheWorldWideWebConsortium,WhiCh
OVerSeeSitsContinUeddevelopment.BornInLondonJUne81955.
ParentsbothmathematicianswhoWOrkedontheManCheSterMarkI,Oneoftheearliestcomputers,
GradUatedfromOXfOrdUniVerSityin1976,CreatedtheWorldWideWebIn1991andbuiltthe
firstSerVerandWebbrowser.
CUrrentlyChairofCOmPUterSCienceatSOUthamPtOnUniVerSity,MarriedWithtwoChiIdren.
B.Wordsandexpressions:
marketIeader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
goPUbIiC上市;公开宣布;把秘密公开
IaunchaPrOdUCt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
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