新编剑桥商务英语unit11PPT课件

Module11,.,11.1Ethicaleconomics,.,11.1Keywordsandexpressions,economicsn.经济学，经济状况，经济因素visualaids视觉教具，视觉设备deluxeadj.高级的，豪华的，奢侈的cappuccinon.卡布其诺咖啡（加牛奶或奶油用蒸汽加热煮出来的浓咖啡）caffein(e)n.咖啡因addictionn.嗜好，瘾disparityn.悬殊，差异charitiesn.慈善团体，善举coffeeshopchains连锁咖啡店，连锁咖啡屋grossdomesticsproduct(GDP)国内生产总值staplecrop主要作物mark-up涨价，标高售价,.,importern.进口商servicecharge服务费exportsn.出口产品outgoingsn.(复)支出，开销precinctn.区域，管辖区，分区staffingcost劳工成本，雇工的开支overheadsn.企业一般管理费用，日常开支factorvt.把.作为因素计入(in)，把.作为因素排除(out)break-even收支平衡，盈亏平衡addedcost附加成本irrespectiveadj.不考虑，不问的，不顾的marketrates市场价格,.,middlemann.中间商certificationn.认证marketinginitiative营销倡议schemen.计划certifiedadj.证明合格的，特有证件的internationalcertificationmark国际认证标志catalystn.催化剂，刺激因素agriculturalcommodity农产品minimumguaranteedprice最低保证价socialconscience社会道德心，社会责任感专有名词Scandinavia斯堪的纳维亚,.,相关背景知识,什么是道德经济学？所谓道德经济学，与商业社会中效率与公平、发展与代价、经济与道德、自由与公平的关系问题有关。尽管有些国家经济高速增长，但生态环境却急剧恶化。有些经济高增长国家污染超标，出现高浓度的烟雾、酸雨、河湖污染，以及严重的森林砍伐和荒漠扩大症状。这和相关企业和政府追求片面经济增长有相当大的关系。据世界银行估计，亚洲有些国家相当高比例的城市中，空气污染水平是世界卫生组织推荐水平的5倍。污染性增长的经济代价非常巨大，难以计算。另外，作为生产者的农民也未在商品价格中得到应有的补偿份额。无可否认，经济发展必须受到法律和道德的监督和制约，企业必须促进教育发展等社会行为。“君子好财，取之有道”这句话反映了合理化或道德化的经济学最原始的道理。有专家呼吁，在发展市场经济和建设创新型国家的过程中，应爱护环境，保障生产者的权利，任何非法、非道德的“掠夺”致富都是对社会发展的阻碍。,.,1.Thetwophotosbelowshowthebeginningandtheendoftheprocessofmakingcoffee.Workinpairs.Howmanystagescanyouthinkofinbetweentocompletetheprocess?,?,coffeegrown-coffeepicked-coffeetransported-coffeepacked,-coffeesoldandshipped-coffeesoldontoshops-coffeeboughtanddrunk,.,2.Writeinthecorrectletter,A-F,forthemissingsentencestocompletethetext.Thereisoneextrasentence.,A.Thisprocessaloneaddsatleast50%toitsprice.B.Here,coffeeproductionisthestaplecropformanymillionsofgrowers.C.TheonlybitcontrolledintheFairtradesystemisthepriceafarmerispaidforproduce.D.Coffeeisthesecondmosttradedcommodityintheworldafteroil.E.Itguaranteestopaygrowersafixedproportionfortheircoffee,whichisabovestandardmarketrates.F.Localcounciltaxesaddanother25,000tothat.,Coffeenomics:thetruecostofourcaffeineaddictionThenexttimeyouhandover3foryourdeluxecappuccino,askyourselfhowmuchtheroastedbeansthatwentintothatcupreallycost.Foryouraveragecupofcoffee,theproducerreceivesroughly10pthatsabout3.5%.ThisdisparityiscausingincreasingconcernamongsomecharitieswhobelievethattheexcessiveprofitsofcoffeeshopchainscomeattheexpenseofvulnerablecoffeeproducersincountrieslikeEthiopia,KenyaorLatinAmerica.(1)_.Forexample,inEthiopiaalone,15millionpeopledependon,B,.,thecoffeetrade,whichconstitutesaround50%ofthecountrysgrossdomesticproduct(GDP)and90%ofitsexports.Theaveragewagepaidtolaborerswhopickthebeansandworkonfarmsisabout50paday.Sowheredotheaddedcostscomefrom?Accordingtoexperts,bythetimeitisconsumedbyusinourhomesorinacoffeeshop,thebeanmayactuallychangehandsupto150times,eachtimefacingamark-upasitistransported,roasted,packagedandsold.(2)_.Thenanother10%inexportcostswithfreightandinsurancebeforeanimportertakesover.Finally,itissoldtousinacoffeeshopandrunningacoffeeshopisnotcheap.Forexample,takeyourtypicalcoffeeshopinashoppingprecinct,seating75insideand50outside.Therentis20,000ayear.(3)_.Inotherwords,evenbeforeaddingstaffingcostsandoverheads,settingasideanamountforredecorationandmaintenanceontheproperty,thisparticularcoffeeshopneedstosellaminimum,A.Thisprocessaloneaddsatleast50%toitsprice.B.Here,coffeeproductionisthestaplecropformanymillionsofgrowers.C.TheonlybitcontrolledintheFairtradesystemisthepriceafarmerispaidforproduce.D.Coffeeisthesecondmosttradedcommodityintheworldafteroil.E.Itguaranteestopaygrowersafixedproportionfortheircoffee,whichisabovestandardmarketrates.F.Localcounciltaxesaddanother25,000tothat.,A,F,.,of50,000coffeesayear,or200coffeesaday.Factorintheseadditionalcostsandweareprobablytalkingaboutabreak-eventotalof400coffeesaday.However,irrespectiveofhowmuchweenduppayingorthereasonswhy,therealityisthatgrowersthemselvesseeonlyatinyproportionofthatamount.OrganizationslikeFairtradedotrytomakeadifference.(4)_.Forexample,afarmersellingapoundofFairtradeArabicacoffeeispaid$1.26comparedtotheworldmarketpriceof$1.10apound.TheFairtradepricealsoincludes5whichisinvestedbackintocommunityprojects.ManyshopsandcoffeebarsdonowofferFairtradecoffeetocustomersalongsidetheirstandardoffering,butnotallofthatinflatedpricegoestothegrower.(5)_.Afterthat,mark-upsaredeterminedbytheretailersandmiddlemen.Thatsaid,atleastFairtradeisonesmallstepthatdoeshelpfarmersaroundtheworldgetabetterpricefortheirproducts.,A.Thisprocessaloneaddsatleast50%toitsprice.B.Here,coffeeproductionisthestaplecropformanymillionsofgrowers.C.TheonlybitcontrolledintheFairtradesystemisthepriceafarmerispaidforproduce.D.Coffeeisthesecondmosttradedcommodityintheworldafteroil.E.Itguaranteestopaygrowersafixedproportionfortheircoffee,whichisabovestandardmarketrates.F.Localcounciltaxesaddanother25,000tothat.,C,E,.,3.Thesefourvisualaidsrefertotheeconomicsofthecoffeetrade.Readthearticleaboveandwriteinthemissingfactsandfiguresinthesevisualaids.,3,Only(1)_goestothegrower.,EXPORTS,10%=OTHER,90%=(7)_,10p(pence),coffee,.,CoffeeShopOutgoingsSalaries115,000(5)_65,000(6)_20,000Overheads80,500,Keyfacts:Ethiopia(2)_millionpeopleincoffeetrade(3)_%ofGDP(4)_pence=alaborerspayperday,15,50,50,rent,servicecharge,1.26,.,Vocabulary:Financialandtradeterms,Matchthesedefinitionstothewordsinboldinthearticle.,1.Peoplewhohandlegoodsbetweentheproducerandtheretailer._2.Alargedifference(inprice,forexample)._3.Beboughtandsold._4.Costofheating,lightingandelectricity._5.Takeitemsintoaccounttocalculatecosts._6.Theamountneededtopaycostsbeforeprofit._7.Theamountaddedtotheproductwhenitissold._8.Goodswhicharetransportedbyships,planes,lorries,etc._9.Thetotalvalueofgoodsandservicesproducedbyacountryinoneyear._10.Organizationswhichhelpandrepresenttheinterestsofagroupofpeopleinneed,_,disparitycharitiesgrossdomesticproductchangehandsmark-upfreightoverheadsfactorinbreak-eventotalmiddlemen,middlemen,disparity,changehands,overheads,factorin,break-eventotal,mark-up,freight,grossdomesticproduct,charities,.,Speaking:Theeconomicsofyourcountry,Workinsmallgroupsanddiscussthefollowingquestionsabouteachofyourcountries.Ifyoudontknowalltheanswerstothequestions,trytofindoutforthenextlessonandprepareashortpresentation.,1)Istherealargedisparitybetweenrichandpoorinyourcountry?2)Doyouthinkthedisparitybetweenpoorandrichcountriescanbecontrolled?Shoulditbecontrolled?,Thetop20%ofthepopulationconsumes50%ofoverallnationalincome,whilethebottom20%havetomakedowithamere4.7%.人口中最顶层的20%富人消费了全民收入的50%，而处于社会最底层的20%穷人仅仅只消费4.7%，勉强度日。Incomeinequalityhasworsenedrapidly.,Ifthesetrendscontinuetherecouldbeserioussocialunrest.Richcountriescansupportpoorcountriesinfinance,technology,education,culture,healthcaredonationorlow-interestloan.富国可以通过资金技术教育文化卫生保健捐赠或低息贷款等方式扶持穷国。Internationalorganizationsformulatefavorablepoliciesinsupportofpoorcountries.Internationalagenciescanstrengthennationaleffortstoachievegreaterequity.,.,3)Whataresomeofthebiggestcharitiesinyourcountry?Dotheyhavemuchinfluenceoveryourgovernmentandbusinesses?4)WhatarethemostimportantproductsandservicesforyourcountrysGDP?,*AmongbiggestcharitiesinChinaareChinaCharityFederation（中华慈善总会）,RedCrossSocietyofChina（中国红十字总会）,ChineseRedCrossFoundation（中国红十字基金会）,ChinaFoundationforPovertyAlleviation（中国扶贫基金会）,ProjectHope（希望工程）,tomentionafew.*Influenceandassistgovernmentsdecisions*Helpgovernmenteffectivelyintimesofnaturaldisasters.,ImportantproductsandservicesforChinasGDPincludecoal,power,steel,house-holdappliances,financing,cateringandtourism.对我国GDP影响最大的产品和服务包括原煤电力钢材家用电器金融服务餐饮和旅游。ITproductsandservices,electromechanicalproducts,financingandtourismarepillarindustriesfornationaleconomyinChina.信息技术产品和服务机电产品金融服务和旅游业等成为中国国民经济发展的支柱性产业。,.,Grammar:Articles,Writeinthemissingarticlesthe,a,anor0(thezeroarticle)inthistextaboutFairtrade.,(1)_Fairtradeis(2)_internationalcertificationmarkusedin21countriesas(3)_marketinginitiativetohelpdevelopingnations.Britainhas(4)_largestFairtrademarketin(5)_world,whichhasseen(6)_amazingincreaseoverthelastfiveyears.Theorganizationisalsostrongin(7)_Netherlands,whereFairtradefirststarted,andinSwitzerlandandScandinavia.Originallystartedin1989as(8)_schemetohelppoorproducers,(9)_FairtradeFoundationwasestablishedthreeyearslater.Nowthereareover(10)_550certifiedproducersrepresentingoveronemillionfarmersin52countries.,0,0,an,an,a,a,the,the,the,the,.,语法小结要点解释：定冠词the用于1）某些国名，2）形容词最高级，3）独一无二的事物，4）之前已提到过的人或者事物eg.TheUnitedStatesisamongthosecountriesinterested.Chinaisthebiggestproducerofthesegoods.Whosthesupplierinyourcountry?Theleaderswillholdtalksontrade.不定冠词a,an用于1）工作，2）单数名词，3）一些数字。eg.Imafinancedirector.Thisisaninternationalcertificationmark.Ionlyhaveahundredleft.以下场合不用冠词（0冠词）：1）城市、乡镇及大多数国名，2）复数名词eg.Madridismyfavoritedestination.WhendoyouflytoChina?LeadersoftheG8countriesaremeetinginTorontothisweekend.,.,Listening:Fairtrade,1.CanyoubuytheseFairtradeproductsinyourcountry?Wouldyoubuytheseproductseveniftheyweremoreexpensive?Why?Whynot?,.,.,Astocosmetics,themostfamousistheBodyShop,pioneersoffairtradefor20yearsnow.说到化妆品，最著名的是美体小铺化妆品公司，他们倡导公平贸易活动已经有20年。Theyarentcheap,buttheyreethicallyrightandusuallyofextremelyhighquality.Ethicalbuying/shoppingcanmeanbuyingproductsfromcompaniesorstoreswhocareabouttheethicsofwhattheyproduce;andboycottingtheoneswhodont.Shop/buywithaclearconscience买得安心（问心无愧）Spendethically合法消费，符合道德的消费Ethicalandsustainablegoods环保并符合道德的商品Importanttosupportlocalworkersorfarmersandtheirrights,.,2.ListentoaninterviewwithIanBretman,thedeputydirectoroftheFairtradeFoundation.ChoosethebestendingA,BorCforeachsentence1-8.,1)TheFairtradeFoundationbeganinA.1989.B.1990.C.19922)WhentheUnitedStateswithdrewfromtheinternationalcoffeeagreement,thepriceofcoffeedecreasedbyA.50%B.0.5%C.twentymillion.3)OnewayFairtradehelpsfarmersisbygivingadviceonhowtoA.diversifybygrowingothercrops.B.producemorecoffee.C.beprofitableinaglobalmarket.4)OneofFairtradesmainmessagestogovernmentsisthatA.tradecanbemanagedmoreeffectively.B.economicgrowthisthebeststrategy.C.theymustinvestmoreinproducers.,.,5.IanbelievesthatFairtradeandfreetradeA.cannotbothexist.B.canoperatetogether.C.arebasicallythesamething.6.Eventhoughacountrymayincreaseitswealththroughbusiness,thisdoesnotguaranteeA.itcancompeteinternationally.B.everyonereceivesthebenefits.C.socialjustice.7.Ifproducersaresuccessful,theywillalsoA.investintheeconomy.B.becomethepeoplewhobuyproducts.C.beabletosupplymorecoffee.8.Aswellasimprovingitspublicimage,aFairtradecompanywillA.sellmore.B.attractmoretalentedstaff.C.attractwell-informedconsumers.,.,Listeningscript,I=InterviewerIB=IanBretmanI:So,Ian.IunderstandthattheoriginalideaforFairtradecamein1989.Howdidithappen?IB:Actually,theFairtradeFoundationitselfwasfinallysetupin1992,butyes,youreright,thecatalystforthespreadofFairtradewasthreeyearsearlierwhentheinternationalcoffeeagreementthatcontrolledpricescollapsedwiththewithdrawaloftheUS.Atthattimecoffeewastheworldsbiggestagriculturalcommodity.Inafewmonthsthepricefellbyhalf.Itwasahugedisasterforthetwentymillionpeoplegrowingandprocessingcoffeearoundtheworld.Manyoftheproducingcountriesweredependentoncoffeeforoverhalftheirexports.I:Canyougiveussomeexamplesofhowyouhelp,exactly?IB:Onewayisthatweencourageproducerstolearnhowtocompeteeffectivelyininternationalmarkets.Wehelpfarmerscomingintothesystemtodevelopthecapacitytocopewithfulfillingdemandandwesetaminimumguaranteedpricefortheirproducts.,.,I:Isee.Butaswellashelpingfarmersdirectly,youalsohaveinfluenceongovernments,dontyou?Imean,governmentsaretalkingmoreandmoreaboutfairerglobaltradeIB:Yes,werefindingthattheissueswevebeentalkingaboutforthepasttenyearsaremovinguptheagenda.Forexample,werehavingmoreofadebateonhowwecanachieveeconomicgrowthandsocialjustice,asbothareneeded.Asaresult,leadersoflargerFairtradeorganizationshavebeeninvitedtohigh-levelinternationalmeetingsandeconomicforums.Wecanuseourexperiencetoillustratetogovernmentshowtradecanbebettermanaged.I:Buthowdoyouconvincepeoplewhosayeconomicgrowthistheanswertoeverything?DontthesepeoplearguethatFairtradeisntgoodforfreetrade?IB:Well,IworkedinbusinessforalongtimeandsoIunderstandtheneedforafreemarket,butitseemsunlikelytomethatwhenitcomestosocialproblems,likeglobalpoverty,theanswerisjustaneconomicone,becausesocialchoiceshavetobemade,too.Ourpointisreallyaboutpriorities.Increasingflowsoftradewillhelpwealthbutthatdoesnotnecessarilyguaranteethatthiswealthgoesdowntothepeoplewhoneeditmost.Thatrequiresalittlebitmoremanagement.Fairtradehaspracticalexperienceon,.,thegroundinhowyoucancombinethebestofboth.Howyoucangetpeopletooperateeffectivelyandcompetitivelywhiletradinginawaythatproducerscanearnadecentlivingandimprovetheirlives.Inthelongrun,iftheydoimprovetheirlives,theytoowillbecomeconsumersandpurchasers.I:SoisthisthemessageyougivebusinessestomakethemchangetoFairtradeproducts?IB:Itsintheinterestofanybusinesstotakethemessageonboard,notonlytoimprovetheirpublicimagebutalsoasarecruitingtoolforthefuture.Theyoungergenerationiswellinformedandwantstobepartofthesolution.Companiesfindthathavingasocialconsciencehasapositiveeffectonrecruitingandretaininggoodstaff.Staffgetexcitedaboutpersuadingconsumerstobuyproductsthatmakeadifferencetopeopleslives.I:Itsoundslikethatswhatmotivatesyou,too.IB:Formypartyes-meetingtheproducersandseeingwhatadifferenceFairtradecanmaketotheirlivesisreallyquiteinspiring.,.,Speaking:Givingreasonsandbenefits,AcoffeeshopinyourtownisthinkingofsellingFairtradecoffee.However,itisconcernedthatthismaybemoreexpensive.,ImagineyouandyourpartnerworkforFairtrade.Youaregoingtotryandconvincethecoffeeshoptousecoffeefromyourproducers.Discussandprepare:*Alistofreasonswhythecoffeeshopshouldchange.*Alistofbenefitsforthecoffeeshop,itsstaffanditscustomers.Afterwards,presentyourideastotherestoftheclass.,.,*Alistofreasonswhythecoffeeshopshouldchange.*Alistofbenefitsforthecoffeeshop,itsstaffanditscustomers.,-protectpoorfarmersandtheirrights-anindicationofcaringabouttheethicsofwhattheysell-positiveimageofbeingfriendlytoenvironmentandcoffeegrowers-consumerslikelytopaymoreforethically-tradedcoffee,-feelgoodandcomfortablebecauseitsethicallyright.-giveoneasenseofdoingsomethingforpoorfarmers.-buywithaclearconscience-Fairtradecoffeeusuallyenjoyshighqualitywhichwouldbenefitthecustomer.,.,Aproposal,Describingtrends,Alternativeenergysources,Goodgreed,Speaking,Writing,Vocabulary,Reading,11.2Discussingtrends,Listening,Reasonsfortrends,Speaking,Discussingtrends,.,11.2Keywordsandexpressions,alternativeadj.oneproducerofhigh-efficiencysolar-powercells,forexample,wasrecentlytrading(7)_thestockmarketatmorethan166timesearnings.,1.A.doB.makeC.haveD.give2.A.ofB.inC.byD.for3.A.sectorB.companyC.departmentD.division4.A.dollarsB.cashC.amountsD.profits5.A.shopB.shareC.personallyD.publicly6.A.sellB.buyC.investD.grow7.A.byB.inC.onD.at,.,Cautiousinvestorscantforgetthatasimilaroptimismwas(8)_forthepeakine-businessstocksintheninetiesbeforethecrash.Inthecaseofsolarpower,such(9)_arewell-foundedbecausesolarenergyhasonebigeconomicproblem:itcurrentlycostsroughlytwice(10)_muchperkilowatt-houraspowerfromthegrid.(11)_,eventsarechanginginawaythatmayencourageallinvestors.First,ofcourse,therearerisingpetroleumpricesandononereallybelievesthecostofnaturalgaswill(12)_godownagain.Secondly,eventastraditionalenergypricesbegintosoar,solarcostareexpectedto(13)_theirdescent.Thecostofasolarkilowatt-hourhasdeclinedfrom47centsin1990toaround21centstoday,(14)_ithasremainedstable.Thethirdforceisgovernmentsubsidies.IntheUSA,forexample,UncleSamnowgivesa30%taxcredittobusinessthatusesolarenergy-andthatsjustthe(15)_,withmuchmorestilltocome.,8.A.reportB.chargeC.dealD.responsible9.A.concernsB.personalityC.problemsD.difficulties10.A.thanB.asC.soD.more11.A.AlthoughB.NeverthelessC.DespiteD.Moreover12.A.everB.alwaysC.fastD.to13.A.moveB.goC.pushD.continue14.A.whereB.whyC.whoD.when15.A.beginB.firstC.startD.money,.,3.Whatdoesthegraphtellyouaboutsolarenergy?Doyouthinkitsagoodmomenttoinvest?,Thegraphshowsthatwhilesolarpowercoststwiceasmuchperkilowatt-hourthantraditionalenergysourcesusedonpowergridsatpresent,itscostshavebeenfallingcontinuouslysincetheearlynineties.Thelineshowingtheaveragepriceforpowerfromthegridforresidentialenergyisalsoclimbing.Ifthesetrendscontinue,solarpowermaybecomeverycompetitive,makingitagoodlong-terminvestment.,graph,.,Vocabulary:Describingtrends,Inthelasttwoparagraphsofthearticlethereareeightwordsorpairsofwordsinboldthatdescribetrends.Completethistablewiththewordsandwriteifthewordisaverb(v),noun(n)oradjective(a).,peakcrashrisinggodownsoardescentdeclineremainstable,rising,peak,soar,remainstable,crash,godown,descent,decline,.,Listening:Reasonsfortrends,1.Listentofiveinvestorsgivingadviceaboutdifferenttypesofenergy.Ineachcase,theydescribeanoveralltrend.DecidewhichtrendA-F,isbeingdescribedandwritethenumberofthespeaker.Thereisoneextratrendshown.,A_,B_,C_,D_,E_,F_,.,2.Listentothefivespeakersagainandwriteinthemissingwords.,1)isprobablyagoodlong-terminvestment_itsgrowthhasbeenslowbutfairlyconsistent2)Itsallabitupanddown_somegovernmentsaresayingnowisthetimetolookforalternativeenergies3)_puttingyourmoneyinoilcompaniesisthatquiteafewarealsodevelopingenvironmentally-friendlyfuels4)Anyway,_governmentssuddenlyrealizingforatleastthenextcenturywewontbeabletogetenoughenergyfromnaturalsources,nuclearwillprobably5)Idontpredicttheyregoingtoseemuchchangeinthenearfuture,either,_itsgoingtobeslowtodevelop.,because,duetothefactthat,Anotherreasonfor,asaresultof,as,.,S=SpeakerS1:Ithinkwindpowerisprobablyagoodlong-terminvestmentbecauseitsgrowthhasbeenslowbutfairlyconsistentoverthelastdecade,andmoreandmorewindfarmsseemtobeappearing,sosomeonemustbemakingmoneyunlessitsallcomingfromgovernmentsubsidies.SoifyoucansparesomemoneyforthenextfiftyyearsorsoI