新视野商务英语综合教程4 第二版 教案 Unit 1 Fair Trade

Unit1FairTrade

UnitOverview（单元概览）

Bystudyingthisunit,youareexpectedto:

•learnaboutfairtrade;

•knowthebenefitsthatfairtradebrings;

•learnaboutthedevelopmentoffairtradearoundtheworld;

•writealetterinreplytoacustomer'scomplaint.

Lead-in（主题导入）

Task1

•AskthestudentstobrainstormthemajorexportedgoodsinChina.

•Askthestudentstoworkingroupsandfillintheblanks.

•Askdifferentgroupstoreportbacktotheclass.Invitecommentsandencourage

classdiscussion.

Task2

•Dividetheclassinto2groups:theprosandthecons.

•Guidethestudentstodiscussandgivereasonableexplanationstotheirchoices.

•Askrepresentativesofthetwogroupstoreportbacktotheclass.Invitecomments

andencourageclassdiscussion.

ReadingA(精读课文)

Task1

•AskthestudentstogototheInternetofconsultanyresourcesavailableandtryto

findasmuchinformationaspossibleaboutfairtradebeforeclass.

•EncouragethestudentstohaveanopenmindSssharetheinformationofFree

tradeinthewholeclass.

Additionalmaterials

•Freetradeisapolicyininternationalmarketsinwhichgovernmentsdonotrestrict

importsorexports.FreetradeisexemplifiedbytheEuropeanUnion/European

EconomicAreaandtheNorthAmericanFreeTradeAgreement,whichhave

establishedopenmarkets.MostnationsaretodaymembersoftheWorldTrade

Organization(WTO)multilateraltradeagreements.However,mostgovernmentsstill

imposesomeprotectionistpoliciesthatareintendedtosupportlocalemployment,

suchasapplyingtariffstoimportsorsubsidiestoexports.Governmentsmayalso

restrictfreetradetolimitexportsofnaturalresources.Otherbarriersthatmayhinder

tradeincludeimportquotas,taxesandnon-tariffbarriers,suchasregulatory

legislation.

•Fairtradeisanorganizedsocialmovementwhosestatedgoalistohelpproducers

indevelopingcountriesachievebettertradingconditionsandtopromote

sustainability.Membersofthemovementadvocatethepaymentofhigherpricesto

exporters,aswellashighersocialandenvironmentalstandards.Themovement

focusesinparticularoncommodities,orproductswhicharetypicallyexportedfrom

developingcountriestodevelopedcountries,butalsoconsumedindomesticmarkets

(e.g.BrazilandIndia)mostnotablyhandicrafts,coffee,cocoa,sugar,tea,bananas,

honey,cotton,wine,freshfruit,chocolate,flowers,goldand3Dprinterfilament.

Themovementseekstopromotegreaterequityininternationaltradingpartnerships

throughdialogue,transparency,andrespect.Itpromotessustainabledevelopmentby

offeringbettertradingconditionsto,andsecuringtherightsof,marginalized

producersandworkersindevelopingcountries.

Backgroundinformation

•Comparativeadvantage:Itisaneconomictheoryaboutthepotentialgainsfrom

tradeforindividuals,firms,ornationsthatarisefromdifferencesintheirfactor

endowmentsortechnologicalprogress.Thecloselyrelatedlaworprincipleof

comparativeadvantageholdsthatunderfreetrade,anagentwillproducemoreofand

consumelessofagoodforwhichhehasacomparativeadvantage.

•TheDohaDevelopmentRound:orDohaDevelopmentAgenda(DDA)isthe

currenttrade-negotiationroundoftheWorldTradeOrganization(WTO)which

commencedinNovember2001underthenDirectorGeneralMikeMoore.Its

objectiveistolowertradebarriersaroundtheworld,andthusfacilitateincreased

globaltrade.Since2008,talkshavestalledoveradivideonmajorissues,suchas

agriculture,industrialtariffsandnon-tariffbarriers,services,andtraderemedies.

ThemostsignificantdifferencesarebetweendevelopednationsledbytheEuropean

Union,theUnitedStates,andJapanandthemajordevelopingcountriesledand

representedmainlybyIndia,Brazil,China,andSouthAfrica.

Activity1

•Dividethestudentsintopairstodiscussthetopic.

•Tellthestudentstodrawuptheirlistofadvantagesanddisadvantagesofeach

type.

•Askthestudentstosharetheiropinionsinpairsandstatetheirreasonstosupport

theirchoices.

•Chooseseveralpairstopresenttheirideastotheclass.

ReadingB（泛读课文）

Additionalmaterials

•Coffeeisabrewedbeveragepreparedfromtheroastedorbakedseedsofseveral

speciesofanevergreenshrubofthegenuscoffee.Coffeeplantsarecultivatedin

morethan70countries,primarilyinequatorialLatinAmerica,SoutheastAsia,and

Africa.Brazilremainsthelargestcoffeeexportingnation,butVietnamtripledits

exportsbetween1995and1999andbecameamajorproducerofRobustaseeds.

Indonesiaisthethirdlargestcoffeeexporteroverallandthelargestproducerof

washedArabicacoffee.Coffeeingestiononaverageisaboutathirdofthatoftap

waterinNorthAmericaandEurope.

Backgroundinformation

•NicaraguaisthelargestcountryintheCentralAmericanisthmus,bordering

HondurastothenorthandCostaRicatothesouth.Thecountryissituatedbetween

11and14degreesnorthoftheEquatorintheNorthernHemisphere,whichplacesit

entirelywithinthetropics.Nicaraguaisamongthepoorestcountriesinthe

Americas.Nicaraguaisprimarilyanagriculturalcountry;agricultureconstitutes60%

ofitstotalexportswhichannuallyyieldapproximatelyUS$300million.Nearlytwo-

thirdsofthecoffeecropcomesfromthenorthernpartofthecentralhighlands,inthe

areanorthandeastofthetownofEsteli.

•MatagalpaisNicaragua'sfifthlargestcity,thelargestinthecountry'sinteriorand

oneofthemostcommerciallyactiveoutsideofManagua.Matagalpaisthesecond

mostimportantcityinNicaragua.Matagalpaisknownforitsgoodcoffee,itscattle,

milkproducts,vegetables,flowersandmountainspopularwitheco-tourists.

•Fairtradecertificationisaproductcertificationwithinthemarket-basedmovement

fairtrade.Packersindevelopedcountriespayafeetothefairtradeorganizationfor

therighttousethefairtradecertificationlogo.Importersoffairtradecertified

productsarerequiredtopayexportersapricehigherthanthemarketpriceofnon­

fairtradecertifiedproducts,soastocovertheadditionalcostsusedbyFairTrade

certifiedfirmsinmarketingandinspection.Anysurplusafterpayingthesecosts

mustbeusedforlocalsocial,environmentalandeconomicprojects

Listening（听力练习）

•Guidethestudentstoreviewthefeaturesoftelephonemessagetaking.

•Askthestudentstoreproducethetelephonecallbasedonthenotethey'vetaken.

CommunicationProject（商务沟通）

•Assignthestudentstotheresearchinadvance.

•Dividethestudentsintogroupsoffive,withonenotetakerineachgroup.

•Askthemtoexchangeideaswithingroups.

•InviteabouttwonotetakerstoreporttheresultsoftheirdiscussionofTask1.

Writing（商务写作）

•Guidethestudentstoreadthetaskandworkoutexactlywhattheyarerequiredto

do.

•Guidethemworkoutthelayoutofabusinessletter.

•Askthestudentstowriteane-mailindividually.

•Askthestudentstocheckthee-mailinpairsbyreferringtothechecklist.

AdditionalMaterials

Howtowriteamarketanalysis:

Themarketanalysisispartofabusinessplanthatpresentsinformationaboutthe

commercialmarketinwhichyourbusinessoperates,thepurchasinghabitsof

customersinthatmarket,andinformationaboutcompetitors.Basedonmarket

researchandintendedtoattractinvestors,astronganalysiswillshowwhyyour

businessisastrongadditiontoagivenmarketandhowitwillearnmoney.These

stepswillguideyouthroughtheprocessofhowtowriteamarketanalysisandgive

sometipsformakingastrongimpressiononinvestors:

1.Describeyourmarketingeneraltermsthatarerelevanttoyourbusiness.

2.Identifywhattypeofcustomersyouaretargetingandtheirtrendsandinclude

figuresandpredictionsforfuturegrowth.

3.Identifycompetitorsandexplaintheirstrengthsandweaknesses.

4.Provideananalysisofthefuturegrowthofthemarket,includinganypredicted

changesincustomerbehaviororspending.

5.Describeyourbusiness9roleinthemarketanditsadvantageovercompetitors.

6.Endyouranalysisbyprovidinganotherbriefoverviewofmarkettrendsand

competition,andhowyourbusinesswilladdressmarketneedsandcompare

favorablytocompetitors.

BusinessApologyLetter

Inthebusinessworld,losingacustomercanbeextremelycostly.Ifyoumakea

mistake,abusinessapologyletteriscrucial.Apologylettersshouldgenerallybe

writtenfromtheperspectivethatthecustomerisalwaysright.Businessapology

lettersshouldbewritteninawaythatencouragesthemtoforgivethemistake.

TipsforWritingaBusinessApologyLetter:

•Pretendyou'rethecustomerandimaginewhatheorshewentthrough.This

willensuretherighttoneissetintheletter.

•Donotmakeexcuses.Takefullresponsibilityforthemistake.

•Sharethestepsthatwillbetakentomakesurethesamemistakeisnotmade

inthefuture.

•Offerthecustomersomething(eitherincashorotherforms)tomakeupfor

thismistakeandtoaccommodatewhatheorsheexperienced.

•Closetheletterrespectfullyandmentionyouwouldliketocontinuetowork

withthem.

Checklist:

・Formation

•Structure

•Tone

•Length

MoralReflections（补充教学资源）

UnitOverview

古称至公者，盖谓平恕无私。

Whattheancientpeopledescribedasthegreatestfairnessprobablymeans

impartialityandforbearancewithoutanyself-interest.

Fairtradeisanarrangementdesignedtohelpproducersindevelopingcountries

achievesustainableandequitabletraderelationships.

Howdoyouunderstand"fairness”intrade?Whatdoyouthinkcontributestoa

fairtradesystem?

MoralReflections

ChineseEconomicKeywords

反垄断监管

anti-monopolysupervision

PresidentXiJinpingonAugust30stressedeffortstostrengthenanti-monopoly

andanti-unfaircompetitionregulations,improvethecountry'sreservesystemand

fightagainstpollution.Ximadetheremarkswhilepresidingoverthe21stmeetingof

thecentralcommitteefordeepeningoverallreform.Theanti-monopolymechanism

shouldbeimprovedandtheanti-monopolysupervisionforceshouldbestrengthened,

themeetingsaid.

[Note]

反垄断既是我国完善社会主义市场经济体制、推动高质量发展的内在要

求，也是我国融入全球化市场体系、参与国际竞争规则制定的外在需要。

公平竞争是市场经济的核心，