体验商务综合英语4 Unit 4 Success

体验商务综合英语4Unit4Success体验商务综合英语4Unit4Success体验商务综合英语4Unit4Success资料仅供参考文件编号：2022年4月体验商务综合英语4Unit4Success版本号：A修改号：1页次：1.0审核：批准:发布日期：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）：Unit4SuccessTeachingobjectivesandrequirements(教学目的、要求):Studentsarerequiredto1．Mastereconomicvocabularyinsuccessfulbusinesscompaniesandpeople;2．Befamiliarwithbusinessnegotiatingskills；3．Gettoknowtheelementsofbusinesspeopleandcompanies.4.LearntheskillsofbusinessnegotiatingTeachinghighlightsanddifficulties(教学重点及难点)：Highlights:graspthenecessaryelementsofhowacompanyoranindividualgetsuccessinbusiness.mastereconomicvocabularyinsuccessfulbusinesscompaniesandpeopleDifficulties:understandthevariousmethodstonegotiateinbusinesssuccessfully;2.expressthemselvesmorefreelyonthethemeafterdoingaseriesoftheme-relatedreading,listening,speakingandwritingactivities;Timeallotment(教学时数)：6PeriodsTeachingmethod(教学方法)：GroupDiscussionExemplificationanddemonstration；Task-basedteachingTeams-basedCooperativeLearningReferences(参考书目)：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蒋景东著，常用商务英语词典，浙江大学出版社，2012,5.（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IITeachingprocedureStep1Startingup:(20minutes)1)1)Namethemostsuccessfulbusinessperson/peopleinourcountryand/orinothercountries.2)discussthefollowingquestions.Whatmakepeoplesuccessful

Addmorewordstothelist.Thenchoosethefivemostimportant.

3)B.Talkaboutapersonyouknowwhoissuccessful.Whyaretheysuccessful?

4)C.Whatarethebestindicatorsofone’ssuccess?Step2Listening:ASuccessfulbusiness(50)notesadvent英['ædvənt]美['ædvənt]n.到来；出现；基督降临；基督降临节quartz英[kwɔːts]美[kwɔrts]n.石英phenomenalgrowthpotential非凡的增长潜力 gimmick英[‘gɪmɪk]美[’ɡɪmɪk]n.暗机关；骗人的玩意；花招vt.使暗机关；搞骗人的玩意4.1Listenanddecidewhetherthestatementsaretrueorfalse.1.F2.T3.T4.F5.F6.T4.1(I=Interviewer,CN=CatherineNg)IWhatfactorshavemadeyourbusinesssuccessful?

CNFirstofall,theadventofLCDwatchtechnologyinthe1970screatedavastopportunityforus.YouseealthoughtheSwisswerethefirsttodevelopaquartzwatch,thesupportoftheSwissmanufacturerswasnotstrongastheyoverlookedthephenomenalgrowthpotentialofthemarket.Theybelievedtheirmechanicalexcellencewouldkeepthemleadersoftheindustryandthatthequartzwatchwasonlyagimmick（花招）andthatitwouldsoonfadeout.Infactthispoorjudgementeventuallyledtothedownfallofsomecompanies.Asdemandwasgreaterthanthesupply,thereforeitwasn’tdifficultformetogetentrytothismarketwhenIfirstsetupmycompany.Attheendofthefirstyearthenumberofemployeesincreasedto20andwemovedfromofficepremisestoafactory.Ourfloorspaceincreasedfromtheoriginal600sqftto2,000sqftbytheendofthefirstyear,andthecompanygrewmorethantenfoldinthenextfiveyears.Audiolingualandcommunicativemethod课程教案（续）教学基本内容方法及手段Andthenafewyearslater,pricesstartedtobecomeverycompetitiveastheretailmarketbecamesaturated.SoIhadtothinkaboutcertainstrategiestotacklethisproblem,Ihadtothinkupashort-termstrategyanddevelopsomelong-termplanning.Likeallourcompetitors,wedevelopednewproductssuchasgiftware（精品，礼品）andluxuryitems.Forexample,wedesignedproductswithatimedeviceinthemandcustomerscouldprinttheirlogoontheproductforpromotionalpurposes.Howevercompetitionbecamereallysevere.Itreachedapointthatanyproductwhichhadatimemoduleinitbecamelessvaluable.Intheshortterm,wehadtocutourcosts.Howeverforcertaincustomerswhoarelesspriceconscious,Iwasabletoupgradethequalityofourproducts,forexample,byofferingbetterbatteries,alongerwarranty,etc.Wedidnotwantourcustomerstothinkwewererippingthemoffofcourseifwechargedahigherprice.Forcustomerswhowerelessfocusedonquality,wehadofcoursetoreduceourprices.Intheend,ourcustomersallthoughtthatourcompanyofferedqualityproducts,whichwerevalueformoneywhilemostofourcompetitorsstruggledforsurvivalandcutpricesinaverycompetitivemarket.Somewereevenforcedoutofthemarket.Ontheotherhand,wealsoswitchedourcapacitytoproducingclocks,cuttingourwatchproductionlineandtrainingourworkerstoassembleclockproducts.Watchproductionwasbasedonanassemblyline.Wellweboughtcomponentsfromsuppliersandassembledthewatches.Clockproductsinvolvedmorecomponents,wehadtomaketheminhouseandthecompanystartedtoinstallmachinery,hiredesignersandtheworkflowbecamemoresophisticatedandtoday,wehavebecomeoneofthebestknownmanufacturersintheworld,withISO9001certification.Listening:B4.2Listenandanswer1.WhatarethemainfactorsofCatherineNg’ssuccess?Visionandstrategicplanning;useofmanagementtoolssuchasSWOTanalysis;useoftheInternetformarketingdevelopmentofacustomerrelationshipmanagementsystem.2.Whatadvicedoesshegivepeoplelookingforsuccess?Bewellprepared;seizeopportunitieswhicharisestayopen-minded.4.2(I=Interviewer,CN=CatherineNg)I Whatarethecriticalfactorsbehindyoursuccess?CNThecriticalfactorsofoursuccess,Iwouldsay,wereourvisionandourstrategicplanning.Fromtimetotime,weutilisemanagementtoolssuchasSWOTanalysistoreviewoursituationandmakenecessaryadjustments.Furthermore,wehavemadeuseoftheInternettopromoteourproducts,forexample,weusedane-cataloguetostartwith,andlatelywehavedevelopedacustomerrelationshipmanagementsystem.IfIwasaskedwhatadviceIwouldgivetopeoplelookingforsuccessinbusiness...erm...WellIwouldsaytopeople:Bewellprepared.Seizeanopportunityonceitemerges.Andfinally,stayopen-minded,asbusinesscanbedevelopedbyindividuals,alliances,partnershipsandjointventures.Step3Discussion:SoleBrothers(30minutes)Similarities

BothcompanieswerefoundedbymembersoftheDasslerfamily.

Bothcompaniesaresuccessfulproducersofsportsshoes.

BothcompaniesarelistedontheFrankfurtstockexchange.

Bothcompanieshavehadtheirproductswornandendorsedbyfamoussportsstars.

BothcompanieshavehadsuccesswithprovidingshoesfortheOlympicGames.

BothcompaniesfoundsuccessandachangeofdirectionafternewCEOswereappointed.

Bothcompaniesareexpandingworldwide.

Bothcompanieshavekeptsportsshoesastheircoreproductbuthaveexpandedintoclothingandfashiongoods.

Bothcompanieshavehadproblems:AdidasintheearlydaysandPumaafteritwentpublic.Differences

AdidasislistedontheParisstockexchange,whereasPumaislistedontheMunichstockexchange.

Adidashasmadeanacquisition(Saloman)andchangedits

name.Pumahasnot.

Pumahasremainedamanufacturingandsalescompany

butAdidashaschangedintoamarketingcompanyandlicensesproductsundertheAdidasname.

Pumahashadsuccessbyusingawebsitetosellitsproducts.

Pumahasexploitedlinkswithafashiondesignertodevelopitsrangeofproducts.

PumahasusedproductplacementinHollywoodmoviesas

amarketingtool.Step4Reading:SteveJobs(50minutes)A.Beforeyoureadthearticlesaywhatyouknowaboutthefollowing1.BillGates2.SteveJobs3.TimBerners-LeeHereissomeinformationaboutthethreemen.1.BillGatesChairmanandChiefSoftwareArchitectofMicrosoftCorporation,theworldwideleaderinsoftware.BornOctober281955.GrewupinSeattle,wherehisfatherisalawyer.Beganprogrammingcomputersattheageof13.WenttoHarvardUniversity,butleftbeforegraduatinginordertodevotehistimetoMicrosoft,acompanyhebeganin1975withhisfriendPaulAllen.MarriedMelindaFrenchGatesln1994andhasthreechildren.GivesgenerouslytocharitythroughtheBillandMelindaGatesFoundation.2SteveJobsCo-founderofApple.NowCEOofbothAppleComputersandPixarAnimationStudios,famousforcomputeranimatedfilmssuchasToyStoryandFindingNemo.BornFebruary241955inWisconsin.AdoptedsoonafterbirthbyPaulandClaraJobsandraisedInSantaClara,California.HelpedpopularisetheconceptofthehomecomputerwiththeAppleII.FiredfromApplebyJohnSculleybutlaterrejoinedthecompanyandturneditsfortunesaroundwiththeIPod.MarriedLaurenePowellin1991andhasthreechildrenwithher.AlsohasadaughterwithChristineBrennan.3TimBerners-LeeInventoroftheWorldWideWebandDirectoroftheWorldWideWebConsortium,whichoverseesitscontinueddevelopment.BornInLondonJune81955.ParentsbothmathematicianswhoworkedontheManchesterMarkI,oneoftheearliestcomputers,GraduatedfromOxfordUniversityin1976,CreatedtheWorldWideWebIn1991andbuiltthefirstserverandwebbrowser.CurrentlyChairofComputerScienceatSouthamptonUniversity,Marriedwithtwochildren.B.Wordsandexpressions:marketleader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gopublic上市；公开宣布；把秘密公开launchaproduct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；以低于市价售出piraten.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CupertinoinnorthernCalifornia,北加利福尼亚州库比蒂诺ReedCollegeinPortland,Oregon俄勒冈州波特兰市的瑞德学院droppedout辍学HomebrewComputerClub家酿计算机俱乐部hisownvisionsofthefuture有着自己独特的未来展望SteveWozniak.斯蒂夫•沃兹尼亚克StarWars《星球大战》Fortunemagazine《财富》杂志CReadthearticleanddiscussthefollowingquestions:1.whywerethefollowingdatesimportant?

a)1976b)1985C)1977

2.WhatwasJobs’firstsuccess?

3.Whatmadehim:a)amillionaire

b)abillionaire?

4.WhydidheleaveApple?

5.Whydidhecomeback?

6.HowlongdidittaketoturnAppleround?

7.WhydoesJobsthinkhislatestventurewillbeaturningpointforthemusicindustry?

8.WhydoyouthinkSteveJobsissuccessful?

answers:1a)theyearJobsandWozniakstartedAppleb)theyearlobswasfiredfromApplebyJohnSculley.c)theyearjobsrejoinedApple2ThecomputerAppleI.3a)ThesuccessofthecomputersAppleIandAppleII.b)ThesuccessofPixar.4HewasfiredbyJohnSculley.5WhenApplewasfailing,hewasinvitedbackbythecompany.6Oneyear.7.Itwillchangethewaypeoplebuymusicandwillcombatthepiratingofmusicwhichisdamagingthemusicindustry.8Answersmightincludehisgenius,vision,determinationandconfidenceinhisownabilityandinhisproducts.D.Languagereview:PresentandPasttenses1.presentsimple2.pastsimple3presentcontinuous4presentperfectA:DiscusstheruleswiththewholeclassandgetSstocompletethestatements.1pastsimple,becausethesearecompletedactionswhichtookplaceataparticulartimeinthepast.2.hascomplained,hasbeen,havefollowed,haveseen,haswalkedoutBecausethesearepresentresultsofpastactions.3is,doesnotbelieve,isThepresentsimplelsusedbecausethesearesituationswhicharegenerallytrue.ThecompanyTOYS“R”USisoneoftheworld'slargesttoyretailers.Itsellsitsmerchandisethroughmorethan1,5oooutlets,with685toystoresintheUS,afurther605toystoresoverseasand216BABIES“R”USstores.HowthecompanystartedIn1948CharlesLazarusbeganabusinessforchildrenonlyandhesetuphisfirstbabyfurniturestoreinWashington,DC.Lazarusopenedhisfirsttoysupermarketin1957andin1978TOYS"R"USbecameapubliccompany.RecenteventsIn2001TOYS"R"USopeneditsTimesSquareflagshipstoreinNewYorkCityAlthoughithasrecentlylostitsnumberonepositionintheUStoWalmart,ithassignificantlyexpandeditsvideomerchandisinginitsUSstoresandhasevolvedintoan11-billion-dollarbusiness.WhatItlsdoingnowTOYS"R”USiscurrentlytryingtoregainitsnumberonepositionfromWalmart.Lazarusisnowfocusingonanewventure,BABIES“R”US,andisworkinghardtomakeitthenumberonebabyproductspecialistchainstoreintheworld.Step5Skills:Negotiating(30minutes)Thelanguageofsignaling,checkingunderstandingandsummarisingiscovered.Ssanalyzehowitoccursinanegotiatingsituationanduseitthemselvestoroleplayasituation.AGothroughtheUsefullanguageboxwiththewholeclass.GetindividualSstoreadtheexpressions,workingonintonation.Explainbrieflytheroleandimportanceoftheseexpressionsinstructuringnegotiations.BGetSstoreadtheconversationaloudinpairs,andidentifysignaling,checkingunderstandingandsummarizingexpressions.Askdifferentpairsfortheirfindingsanddiscussthemwiththewholeclass.SpecialrequirementsWhatdoyoumeanexactly(Checkingunderstanding)Mmm,OK...(Signalling)OK,soyou'resayingyouwillmodifythecarifweaskyouto

(Checkingunderstanding)Rightthen,let’sseewhatwe’vegot.(summarizing)That’sit.OK,let’stalkaboutdeliverynow.(Signalling)yougoWhyyoudeliverofMay?(C)aWhydon’tyoufirmdeliverus?(SIG)wantbeourcompany–greenblack.(NOT)notIfollowDoyouwantgreenblack?(C)gotayouyoupayment(SIG)OK,agreebegreenblackbutonlyyou’lluspay(SUM)youoneof(C)giveyouafiveyearyouwant,butyou’llpayaStep6Casestudy(50minutes)1)SSstudyinforBackground:CamdenFCRecentperformanceinfootballverysuccessfulinUKandEuropeRecentperformanceinbusinessCommerciallyverysuccessfulFootballingsuccessduetoCristosSroda,Manager,andhisstrategyofpromotingyoungerplayersandbuyingsomeinternationalones