体验商务综合英语4Unit4Success

商务综合英语课程教案

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授课题目（教学章、节或主题）：

Unit 4Success

Teaching objectives and requirements(教学目的、要求 ): Students arerequired to

1． Master economic vocabulary in successful business companies and people; 2． Be familiar with business negotiating skills；

3． Get to know the elements of business people and companies.

4.Learn the skills of business negotiating 课次

课时

6安排

Teaching highlights and difficulties(教学重点及难点)：

Highlights:

1.grasp the necessary elements of how a company or an individual get success in business.

2.master economic vocabulary in successful business companies and people

Difficulties:

1.understand the various methods to negotiate in business successfully;

2.express themselves more freely on the theme after doing a series of theme-related reading, listening, speaking and writing activities;

Time allotment(教学时数)：

6 Periods

Teaching method(教学方法)：

1.Group Discussion

2.Exemplification and demonstration ；

3.Task-based teaching

4.Teams-based Cooperative Learning

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，201

2.6

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

方法及手

教学基本内容

段

II Teaching procedure

Step 1 Starting up: (20 minutes)1)

1)Name the most successful business person /people in our country and/or in other countries.

2)discuss the following questions.

What make people successful? Add more words to the list. Then choose the five most important.

3)B. Talk about a person you know who is successful. Why are they successful?

4)C. What are the best in dicators of one?s success?

Step 2Listening: A Successful business (50)

notes

a dvent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

phenomenal growth potential非凡的增长潜力

gimmick 英 [,g?m?k] 美 [?ɡ?m?k] n. 暗机关；骗人的玩意；花招vt. 使暗机关；搞骗人的玩意

4.1 Listen and decide whether the statements are true or false.

1.F

2.T

3.T

4.F

5.F

6.T

4.1(I = Interviewer, CN = Catherine Ng)

I What factors have made your business successful?

CN First of all, the advent of LCD watch technology in the 1970s created a vast opportunity for us. You see although the Swiss were the first to develop a quartz watch, the support of the Swiss manufacturers was not strong as they overlooked the phenomenal growth potential of the market. They believed their mechanical excellence would keep them leaders of the industry and that the quartz watch

was only a gimmick（花招） and that it would soon fade out. In fact this poor judgement eventually led to the downfall of some companies.

As demand was greater than the supply, therefore it wasn?t difficult for me to get entry to this market when I first set up my company. At the end of the first year the number of employees increased to 20 and we moved from office premises to a factory. Our floor space increased from the original 600 sq ft to 2,000 sq ft by the end of the first year, and the company grew more than tenfold in the next five years.Audiolingu

al and communica tive method

课程教案（续）

教学基本内容

And then a few years later, prices started to become very competitive as the retail market became saturated. So I had to think about certain strategies to tackle this problem, I had to think up a short-term strategy and develop some long-term planning.

Like all our competitors, we developed new products such as giftware （精品，礼品）and luxury items. For example, we designed products with a time device in them and customers could print their logo on the product for promotional purposes. However competition became really severe. It reached a point that any product which had a time module in it became less valuable.

In the short term, we had to cut our costs. However for certain customers who are less price conscious, I was able to upgrade the quality of our products, for example, by offering better batteries, a longer warranty, etc. We did not want our customers to think we were ripping them off of course if we charged a higher price. For customers who were less focused on quality, we had of course to reduce our prices.

In the end, our customers all thought that our company offered quality products, which were value

for money while most of our competitors struggled for survival and cut prices in a very competitive market. Some were even forced out of the market.

On the other hand, we also switched our capacity to producing clocks, cutting our watch production line and training our workers to assemble clock products. Watch production was based on an assembly line. Well we bought components from suppliers and assembled the watches. Clock products involved more components, we had to make them in house and the company started to install machinery, hire designers and the work flow became more sophisticated and today, we have become one of the best known manufacturers in the world, with ISO 9001 certification.

Listening: B

4.2 Listen and answer

1. What are the main factors of Catherine Ng?s success?

Vision and strategic planning ; use of management tools such as SWOT analysis ; use of the Internet for marketing development of a customer relationship management system.

2. What advice does she give people looking for success?

Be well prepared ; seize opportunities which arise stay open-minded.

4.2(I = Interviewer, CN = Catherine Ng)

I What are the critical factors behind your success?

CN The critical factors of our success, I would say, were our vision and our strategic planning. From time to time, we utilise management tools such as SWOT analysis to review our situation and make necessary adjustments. Furthermore, we have made use of the Internet to promote our products, for example, we used an e- catalogue to start with, and lately we have developed a customer

方法及手段

Pair work wiith the aid of multi-media facility

Audiolingual and communicative method

If I was asked what advice I would give to people looking for success in business ... erm ... Well I would say to people: Be well prepared. Seize an opportunity once it emerges. And finally, stay open-minded, as business can be developed by individuals, alliances, partnerships and joint ventures.

Step 3 Discussion: Sole Brothers (30 minutes)

Similarities

Both companies were founded by members of the Dassler family.

Both companies are successful producers of sports shoes.

Both companies are listed on the Frankfurt stock exchange.

Both companies have had their products worn and endorsed by famous sports stars.

Both companies have had success with providing shoes for the Olympic Games.

Both companies found success and a change of direction after new CEOs were appointed.

Both companies are expanding worldwide.

Both companies have kept sports shoes as their core product but have expanded into clothing

and fashion goods.

Both companies have had problems : Adidas in the early days and Puma after it went public.

Differences

Adidas is listed on the Paris stock exchange, whereas Puma is listed on the Munich stock exchange.

Adidas has made an acquisition (Saloman) and changed its

name. Puma has not.

Puma has remained a manufacturing and sales company

but Adidas has changed into a marketing company and licenses products under the Adidas name. Puma has had success by using a website to sell its products.

Puma has exploited links with a fashion designer to develop its range of products.

Puma has used product placement in Hollywood movies as

a marketing tool.

Step 4Reading: Steve Jobs (50 minutes)

A. Before you read the article say what you know about the following

1.Bill Gates

2.Steve Jobs

3.Tim Berners-Lee

Here is some information about the three men.

1. Bill Gates

Chairman and Chief Software Architect of Microsoft Corporation, the worldwide leader in software.

Born October 28 1955. Grew up in Seattle, where his father is a lawyer.

Began programming computers at the age of 13.

a company he began in 1975 with his friend Paul Allen.

Married Melinda French Gates ln 1994 and has three children.

Gives generously to charity through the Bill and Melinda Gates Foundation.

2 Steve Jobs

Co-founder of Apple. Now CEO of both Apple Computers and Pixar Animation Studios, famous for computer animated films such as Toy Story and Finding Nemo.

Born February 24 1955 in Wisconsin. Adopted soon after birth by Paul and Clara Jobs and raised In Santa Clara, California.

Helped popularise the concept of the home computer with the Apple II.

Fired from Apple by John Sculley but later rejoined the company and turned its fortunes

around with the IPod.

Married Laurene Powell in 1991 and has three children with her. Also has a daughter with Christine Brennan.

3 Tim Berners-Lee

Inventor of the World Wide Web and Director of the World Wide Web Consortium, which oversees its continued development. Born In London June 8 1955.

Parents both mathematicians who worked on the Manchester Mark I, one of the earliest computers,

Graduated from Oxford University in 1976, Created the World Wide Web In 1991 and built

the first server and web browser.

Currently Chair of Computer Science at Southampton University, Married with two children.

B. Words and expressions:

market leader市场上的主导公司

motivated workforce激励员工

a loyal customer base 一个忠诚的客户群

issue shares 发行股票

go public上市；公开宣布；把秘密公开

launch a product 产品投放市场推出产品

place products in movies投放产品在电影

people oriented以人为本

rollout n. 首次展示； [航 ] 滑跑（飞机着陆时在跑道上滑跑减速的阶段）

pirate n. 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Cupertino in northern California,北加利福尼亚州库比蒂诺

Reed College in Portland, Oregon 俄勒冈州波特兰市的瑞德学院

dropped out 辍学

Homebrew Computer Club 家酿计算机俱乐部

his own visions of the future有着自己独特的未来展望

Steve Wozniak. 斯蒂夫 ?沃兹尼亚克

Star Wars 《星球大战》

Fortune magazine 《财富》杂志

C Read the article and discuss the following questions:

1. why were the following dates important?

a) 1976 b) 1985 C) 1977

2.What was Jobs? first success?

3.What made him : a) a millionaire?b) a billionaire?

4.Why did he leave Apple?

5.Why did he come back?

6.How long did it take to turn Apple round?

7.Why does Jobs think his latest venture will be a turning point for the music industry?

8.Why do you think Steve Jobs is successful?

answers:

1a) the year Jobs and Wozniak started Apple

b)the year lobs was fired from Apple by John Sculley.

c)the year jobs rejoined Apple

2The computer Apple I.

3a) The success of the computers Apple I and Apple II.

b)The success of Pixar.

4He was fired by John Sculley.

5When Apple was failing, he was invited back by the company.

6One year.

7.It will change the way people buy music and will combat the pirating of music which is damaging the music industry.

8Answers might include his genius, vision, determination and confidence in his own ability

and in his products.

D. Language review: Present and Past tenses

1. present simple

2. past simple

3 present continuous

4 present perfect

A: Discuss the rules with the whole class and get Ss to complete the statements.

1 past simple, because these are completed actions which took place at a particular time in the past.

2.has complained, has been, have followed, have seen, has walked

out Because these are present results of past actions.

3is, does not believe, is

The present simple ls used because these are situations which are generally true.

The company

TOYS “ R”US is one of the world's largest toy retailers. It sells its merchandise through more than 1, 5oo outlets, with 685 toy stores in the US, a further 605 toy stores overseas and 216 BABIES “ R”US stores.

How the company started

In 1948 Charles Lazarus began a business for children only and he set up his first baby

furniture store in Washington, DC. Lazarus opened his first toy supermarket in 1957 and in 1978 TOYS"R"US became a public company.

Recent events

In 2001 TOYS "R" US opened its Times Square flagship store in New York City Although it has recently lost its number one position in the US to Walmart, it has significantly expanded its video merchandising in its US stores and has evolved into an 11-billion-dollar business.

What It ls doing now

TOYS"R” US is currently trying to regain its number one position from Walmart. Lazarus is

now focusing on a new v enture, BABIES “US,R”and is working hard to make it the number one baby product specialist chain store in the world.

Step 5 Skills: Negotiating(30 minutes)

The language of signaling, checking understanding and summarising is covered. Ss analyze how

it occurs in a negotiating situation and use it themselves to role play a situation.

A Go through the Useful language box with the whole class. Get individual Ss to read the

Explain briefly the role and importance of these expressions in structuring negotiations.

B Get Ss to read the conversation aloud in pairs, and identify signaling, checking understanding and summarizing expressions.

Ask different pairs for their findings and discuss them with the whole class.

Special requirements? What do you mean exactly?

(Checking understanding)

Mmm, OK... (Signalling)

OK, so you're saying you will modify the car if we ask you to?

( Checking understanding)

Right then, let?s see what we?ve got. (summarizing)

That?s it. OK, let?s talk about delivery now. (Signalling)

1.Could you go over that again, please? Why can?t you deliver by the end of May? (C)

2.Let me make a suggestion. Why don?t you hire an outside haulage firm to deliver the cars to

us? (SIG)

3.We want all the vehicles to be painted in our company colours –green and black. (NOT)

4.I?m not sure I follow you. Do you mean that the discount is reduced if we want them all green

and black? (C)

5.I?ve got a question for you now. Are you willing to consider payment by instalments? (SIG)

6.OK, we agree then. The colours will be green and black but the discount will only be10%

however you?ll let us pay in two instalments. (SUM)

7.Could you clarify one point for me? It?sabout the length of the warranty. (C)

8.We?ll give you a five year warranty if you want, but you?ll have to pay a little extra for that,

I?m afraid.

Step 6 Case study(50 minutes)

1)SS study infor

Background: Camden FC

Recent performance in football Recent performance in business

Footballing success due to

international ones Commercial success due to very successful in UK and Europe Commercially very successful

Cristos Sroda, Manager, and his strategy of promoting younger players and buying some

Sophie Legrange, Commercial Director, and her strategy of increasing profits through

corporate hospitality

sponsorship

conferences

diversification : travel agency, etc.

One lucrative source of income TV rights

Current situation

Current sponsorship deal Insurance company

with

Possible new deal with United Media plc

Other Income from other activities

United Media's Interest in Potentially large audiences

Camden due to United(advertisers will be interested-not specifically stated)

Media's

Key factors In? Camden feel they are in a strong position

negotiations Between? Some say Camden rely too much on their star player,

Camden and United Media Paolo Rosetti. He is now 3o, is unreliable,has been

getting bad publicity recently, and he has personal

problems

2)You are members of negotiating team of either Camden Football Club and United Media.

You will negotiate the following terms with what we learn:

1.Total value of the contract

2.Timing of payments

to p147 vs. p154

Step 7 writing(20minutes)

Following the negotiation, write a press release or a letter depending on the

outcome of your particular session.

小结：

作业和思考题：

Theme-related Language Learning Tasks and business communication skills.

Essay Writing: Ss write a press release or a letter depending on the outcome of your particular session according to the negotiation.

教学后记：

填表说明： 1.每项页面大小可自行添减；

2.课次为授课次序，填 1～n 等；

3.授课形式填理论课、实验课、讲评课、习题课等。