商务英语教案.doc

2010-2011第二学期商务英语教案Title: Unit 1 Company ProfilesTeaching Objectives Students will be able to:1. understand the key points of company profiles;2. learn to translate the common company profiles;3. grasp the key language points and comprehensive skills.Contents: 1. Part I Listening practice of company profiles2. Part II Introduction to the theory of company profiles3. Part III Some examples and suggestions to the translation.4. Exercises of company profiles.Focus: 1. The constitution of company profiles.2. The characteristics of the language of company profiles.3. How to write company profiles.Difficulties:1. The concept of company profiles.2. The translation of some key words and phrases.3. Comprehensive skills in company profiles.Methods and Means: 1. Warm-up: discuss the importance of company profiles.2. Show the skills of translation.3. Examples. Home Assignments: 1. Sentences Translation.2. Company profiles appreciation.3. Students presentation.Company ProfilesObjectives:1. to inquire about companies2. to talk about company profiles (history, line of business, products, etc)3. to give a company presentationPeriod 1-3 Part I Lead-in1. Questionnaire Which company? 1. began in 1865 as a forestry and power business. A) Ericsson B) Nokia C) Motorola 2. buys more sugar than any other company in the world. A) Nestle B) Coca-Cola C) Suchard 3. employs more people than any other company. A) Wal-Mart B) Siemens C) General Motors 4. has the largest factory in the world. A) Boeing B) Ford C) Sony 5. was started by Ray A. Kroc in 1955. A) Burger King B) KFC C) McDonalds2. Appreciation of Video (BMW-CEO)1) Who is the interviewee?BMW North America CEO 2) BMW posted a 13.6% decline in pre-tax profit（税前利润）. Whats the reason?High costs of new model launches 3. Expressions and phrases 外资企业foreign enterprise 合资企业 joint venture 合作企业cooperative enterprise 龙头企业a locomotive 国有企业state-owned enterprise 私营企业privately-owned enterprise 荣誉企业 honorable enterprise 优质企业qualified enterprise 一级企业class A enterprise 跨国公司 multinational company 母公司parent company 子公司subsidiary company 总公司head office 分公司branch office 代表处representative offices 上市公司listed company 私人股份有限公司 private limited company 拳头产品 core product 环保型产品 environment-friendly product 专业生产经营 specialize in, engage in, handle a range of business including 占地面积 cover an area of 年产量 with an annual output 具有自营进出口权being entitled to self-import and self-export rights 奉行坚持.原则；以.宗旨,在方针指导下 abide by the principles of , adhere to the aims of, based on the motto of the company 产品销往products have been distributed to 获得奖项 rank the titles 通过ISO9000质量认证be granted the Certificate of ISO9000 International Quality System 1) The amount of money a company receives from sales in a particular period is called its turnover.2) The money a company makes after taking away its costs is its profit.3) A company which is more than 50% owned by a parent company called a subsidiary.4) The employees in a particular country or business are called the workforce.5) The percentage of sales a company has in a particular market is its market share.6) The main building or location of a large organization is its head office.7) The cost of a companys shares is its share price. 4. Top 10 Brands5. Discussion1）China mobile comes from China. What do they do? Can you describe China mobile in English?2）When describing a company, what information do you think you should provide? Type: A publicly-listed state-owned enterprise Founded: Hong Kong, China (1997) Headquarter: Queens Road, Hong Kong Key people: Wang Jianzhou (CEO) Products: mobile services, value-added mobile services, IP telephony Total assets: over RMB 400 billion Employees: 138,368 (2008) Subsidiaries: China Tietong, et alPart II1. Something you may talk about when describing a company. 1) When it was started2）the companys line of business3）its products4）Its sales figures5）the total number of employees6） its headquarters 7）Whether it does business overseas.8）Where its plants are located (a manufacturing company).9）How many branches or retail outlets it has (a retail organization). 10）Whether it sells business-to-business, or whether its a retail organization selling to consumers.2. Listening practice1) Some new words from the listening material. franchise subsidiarymerger acquisition prominent territory logo2) Listen to the company introduction and fill in the missing information. Pizza Hut, Inc.1) The first Pizza Hut restaurant was opened by two young_, brothers Frank and Dan Carney, in Wichita, Kansas , USA in _ with US$ _ . 2) The first Pizza Hut franchise store opened in _.3) Pizza Hut became a _ of PepsiCo, Inc. in _, Through mergers and acquisitions, as well as organic growth, Pizza Hut has secured a prominent _.4) Franchisees and _ partnerships account for more than _ of the Pizza Hut systems total units. 5) The red roof as the _has become world famous as an easily recognized guarantee of crispy pizza, delicious pasta and friendly service in a pleasant atmosphere. 6) Number of restaurants: _in the United States and more than_ in over 90 countries and territories. 7) Number of employees :_worldwide8) The recognized leader in the US$ _pizza category worldwide. 9) Pizza Hut provides _ pizzas to more than _ customers each day. 3. Listen to the dialogue and fill in the form below according to the information you hear. Parent company: Mainstay Trading Co. in _. Product: _. Exporting destinations: _ the_, Japan and_. Number of factories: _. Number of employees: _. Head office: _. Main branches: in Montreal, _. Electronics subsidiary: in_.5. HomeworkBelow are the logos of some companies. Work in small groups and make a presentation of one of the following companies. Try to make use of the information from their websites. The rest are required to fill in the following chart with the information from the speaker. (see logos )Ford, BMW, Peugeot, IBM, Haier, Nokia, Michelin, Sinopec, Citibank, Wal-Mart, P&G, HSBC, DHL, Unilever, Starbucks, Pizza HutCompanyFounderTimeMain activityNationality (head office)Others Period 3-4Part I Students Homework presentationsPart II Lead-in1. Learn some useful words and expressions: Try to complete the sentences below with words and phrases from the box. share price workforce profit turnover subsidiary market share head office1) The amount of money a company receives from sales in a particular period is called its _2) The money a company makes after taking away its costs is its _.3) A company which is more than 50% owned by a parent company called a _.4) The employees in a particular country or business are called the _5) The percentage of sales a company has in a particular market is its _.6) The main building or location of a large organization is its _.7) The cost of a companys shares is its _. 2. Match the sectors to the examples of products or services they offer. 1. chemicals A. computer programming 2. construction B. supermarkets 3. finance C. plastics 4. IT D. cancer drugs 5. media E. bridges 6. pharmaceuticals F. credit cards 7. retailing G. air services 8. telecommunications H. trucks 9. transport I. womens magazines 10. vehicle manufacturing J. telephone services3. Summary1) 商务即商业实务，指商业经济活动中的一切实务，包括商业交际、商品营销、酒店服务、旅游服务、商业广告、商业谈判、商业宣传、招牌、品牌和商标的命名等。2) 商务语言是商业实体在商业实务中为实现商业目的而运用的语言。3) 商务英语是指以服务于商务活动内容为目标，集实用性、专业性和明确的目的性于一身，为广大从事国际商务活动的人们所接受和认同，并具备较强社会功能的一种语言变体。它包括语言知识、交际技能、专业知识、管理技能和文化意识等核心内容。4. The characteristics of Business EnglishObjective1) I think he has a positive pint there This is a positive point2) In my opinion, we have a disadvantage On the other hand, the disadvantage is3) My purpose of writing this report is to The purpose of this report is to4) We would recommend It is proposed thatAccurate 1) cash with order 订货付现2) just-in-time delivery 送货及时3) primary industry 初级工业4) 在商务文书中用词比较正式before prior to, previous to prove certify, seek solicit5) 用介词短语代替介词，以与其他用词协调。like in the nature of, for for the purpose of, if in the case of, about with reference to, with regard to.6) in a week in a week or less7) before August 10 on or before August 108) in early July within the first 10 days of JulyExamples1) Upon receipt of these sellers delivery advice, the buyers shall,15-20 days prior to the delivery date, open a transferable, irrevocable letter of credit in favor of the sellers for an amount equivalent to the total amount of the shipment.Advice 通知 In favor of 以 为受益人，以 为收款人 收到卖方的交货通知，买方应在交货期15至20天前，开具一个以卖方为受益人的可转让的不可撤消的信用证，金额与发票总额等值。2) The credit shall be payable against presentation of draft drawn on the opening bank and the shipping documents specific in Article 13 hereof.Against 凭，用 交换 信用证凭开户银行所开汇票和第十三款规定的装运单据支付。3) floating It is not surprising, then, that the world saw a return to a floating exchange rate system. Central banks were no longer required to supporttheir own currencies. Floating policy is of great importance for export trade; it is, in fact, aconvenient method of insuring goods where a number of similar export transactions are intended, e.g. where the insured has to supply an overseas importer under an exclusive sales agreement or maintains salesrepresentatives or subsidiary companies abroad. 译文： 在这种情况下，世界各国又恢复浮动汇率就不足为奇了。各国中央银行也就无须维持本币的汇价了。 统保单对出口贸易至关重要。它实际上是货物保险中的一种便利的办法，特别适合于分不同的时间出口的一批类似货物，如，当被保险方根据独家代理协议书向国外的进口方供货，或在国外委任了销售代表，设立分支机构时用之。 注解：floating 在上述两个句中的意思完全不一样，floating exchange rate 意为“浮动汇率”，即可自由浮动，完全受市场力量决定的汇率制度。而 floating policy 则指用以承保多批次货运的一种持续性长期保险凭证，常译为“统保单”。 4) confirm Wed like to conform you that our counter sample will be sent to you by DHL by the end of this week and please confirm it ASAP so that we can start our mass production. Payment will be made by 100% confirmed, irrevocable Letter of Creditavailable by sight draft。 译文： 很高兴通知您，我们的回样将于本周末用特快专递给您，请尽快确认，以便我们开始大批生产。 付款方式为 1O0% 即期，保兑，不可撤消信用证。 注解： confirmed 一词在这两句话的意思也不一样。在第一个句子中，confirm 的意思是“确认”。在第二个句子中，confirmed L/C 应翻译为“保兑信用证”，即指一家银行所开的由另一家银行保证兑付的一种银行信用证。 5) negotiable Part time barman requiredHours and salary negotiable. This Bill of Lading is issued in a negotiable form, so it shall constitutetitle to the goods and the holder, by endorsement of this B/L. 译文： 招聘兼职酒店保安，工作时间和薪水面议。 所签发的提单可为转让的，故只要在提单上背书, 便确定了货物和持票人的所有权。 注解： 在第一句话中，negotiable 的意思是“可商议的”，在第二句话中的意思则是“可转让的”，“可转让提单”经过背书后即可将所有权转让给他人，值得注意的是, negotiating bank 则是议付银行，即购买或贴现汇票的银行。 6) discount You may get a 5% discount if your order is on a regular basis. If a seller extends credit to a time draft, they have made a trade acceptanceThe seller can request that the bank finance the transaction by buying the draftThe bank is said to discount the draft. 译文： 如果你方定期给我方下定单，你方便可得到 5% 的折扣。 如卖方开出的是远期汇票，以此向买方提供信用，此时就做了一笔商业汇票承兑业务，卖方可以请银行买下商业承兑汇票，银行用这个办法对出口商融资，也就是说，银行对该汇票贴现了。 注解： discount 在这两句话中的意思一个是折扣，另一个是贴现。折扣是指商品在原价的基础上按百分比降价，贴现则是指未到期的票据向银行融资，银行扣取自买进日至到期日的利息，并收取一定的手续费后，将余下的票面金额付给持票人。 Title: Unit 2 Product PresentationTeaching Objectives Students will be able to:1. understand the key points of product presentation;2. learn to translate the common product presentation;3. grasp the key language points and comprehensive skills.Contents: 1. Part I Listening practice of product presentation2. Part II Introduction to the theory of product presentation2. Part III Some examples and suggestions to the translation.3. Exercises of product presentation.Focus: 1. The constitution of product presentation.2. The characteristics of the language of product presentation.3. How to write product presentation.Difficulties:1. The concept of product presentation.2. The translation of some key words and phrases.3. Comprehensive skills in product presentation.Methods and Means: 1. Warm-up: discuss the importance of product presentation.2. Examples. Home Assignments: 1. Sentences Translation.2. Product presentation appreciation.3. Students presentation.Unit 2 Product PresentationPeriod 1-2Part I Lead-inIt is not the employer who pays wages; he only handles the money. It is the _product_ that pays wages. Henry Ford (1863-1947)1. Warming-up questions 1) Have you ever heard of presentation? 2) Have you ever given a formal or informal presentation in English? Who to? What about? 3) Did you enjoy the experience? 4) What is a presentation?In general, the human voice can be powerfully persuasive or weakly ineffective successful people understand the difference.2. Read the following tips for presentations a) Know your subject matter and your objectives b) Know your audience c) Write out your presentation completely or at least a detailed outline d) Rehearse the presentation e) Use the proper visual aids f) Use easy-to-understand language applicable to the group you are presenting to g) Use your personal experiences to help illustrate your points h) Keep eye contact with the group i) Gather feedback from your audience j) End your presentation with a Question and Answer session. 3. Discuss the following questions. a) Which do you think are the five most important tips? Why? b) Which of the tips do you disagree with? Why? c) Can you add more tips as advice for giving a presentation?4. Basic Presentation Structure Introduction topic outline Part One Part Two Part Three, etc. summary conclusion inviting questionsExercise:1) Stating the objective 2) Giving an outline 3) Place of questions 4) Starting the first point 5) Referring to visual aids 6) Clarifying7) Closing a point 8) Starting another point 9) Finishing10) Summarizing 11) Concluding_ a. If you have any questions, Id be glad to answer them at the end._ b. Let me just go over that again._ c. Ill have to close there._ d. Today I aim to talk about after-sales service._ e. Lets turn to the question of advertising._ f. Ive divided my talk into three parts._ g. So, weve covered three main points._ h. Id like you to look at this chart._ i. I think we all agree that the new product has to be launched next month._ j. Lets start with the market research results._ k. Is all that clear?1) d 2) f 3) a 4) j 5) h 6) b 7) k 8) e 9) c 10) g 11) iPart II Listening PracticeTask 1. 1) Number items a) to e) in the order you hear them. a) There are three parts to my presentation. Firstly, b) By the end of my presentation you will understand clearly our future plans. c) Good afternoon, everyone. My names Ricardo Valdes. d) Id like to talk about our new marketing strategy. e) Finally, the details of the costs key: c) d) a) e) b) 2) Listen again. Match the headings 1 to 4 to the items a) to e) in Exercise 1. 1). Topic of the talk a), e) 2). Aimd) 3). Greeting the audiencec) 4). plan of the talk b)Task 2 Speaking outWhere is the head office?Cordoba, SpainWhat does it sell?Who are its customers?Annual turnover?Annual net profits?Number of stores:in Spain?in other European cities?Strengths?Future plans?3. Brain-storm 维持升幅 to an increase(sustain) 到达最高点 to reach a .(peak) 保持不变 to remain .(constant/ stable) 降到最低点 to out(bottom) 正值之际 on the of(occasion) 代表 on the of(behalf) 承蒙盛情邀请 at the gracious of(invitation) 年会 meeting(annual) 商界的朋友们 friends from the business (community) marketing presentation营销报告会 sales representative销售代表 sales record销售记录 customers satisfaction顾客满意度 manufacturer生产商 retailer零售商 merchant wholesaler批发商 commission agent佣金代理商 facilitating agent服务代理商 经销渠道 channel(distribution) 营销目标 objective(marketing) 战略营销 marketing(strategic) 目标市场 market(target) 潜在的风险和机遇 threats and opportunities (potential) 可控因素 components(c