新视野商务英语综合教程3：第二版 教案 Unit 6 Marketing Modes

教案

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教材：一《新视野商务英语综合教程3（第二版）》_

Unit6MarketingModes

UnitOverview（单元概览）

Bystudyingthisunit,youareexpectedto:

•learnthefeaturesofdifferentInternetmarketingtools;

•choosetheappropriateInternetmarketingtooltopromoteproducts;

•writeapromotionalmicro-blogforproducts.

Lead-in（主题导入）

Task1

•Checktheanswerswiththeclass.

•EncouragethestudentstotalkabouttheirexperiencesusingtheInternet

marketingtoolsinthetask.

Task2

•Dividethestudentsinto6groupswitheachgroupresponsiblefordiscussing

featuresofoneparticulartoolinTask1.

•Elicitideaswiththewholeclassoraskdifferentgroupstoreportback.Invite

commentsandencourageclassdiscussion.

BackgroundInformation

•Blogging:"Blog"istheabbreviationof“weblog”,atermusedtodescribe

websitesthatmaintainanongoingchronicleofinformation.Ablogfeatures

diary-typecommentaryandlinkstoarticlesonotherwebsites,usuallypresented

asalistofentriesinreversechronologicalorder.Ittakestimeforablogto

becomepopularthroughblogrolls,permalinksthatcanboostpopularitymore

quickly.

•E-mailing:E-mailingcanenhancetherelationshipbetweenconsumersandthe

company.Thisprocessbeginsbyhavingacustomersignupforane-mail

publication.Thismarketingstrategywillrepeatedlyremindcustomersaboutthe

serviceorproductandwill,inmostcases,attractrepeatbusiness.

•Mediasharing:Mediasharingsitesallowuserstouploadphotos,videosand

audiotoawebsitethatcanbeaccessedfromanywhereintheworld.Ifs

convenientforyoungpeopletosharethingsabouttheirlives.

•Micro-blogging:Micro-bloggingallowssubscriberstoreadmicro-blogposts

onlineorrequestthatupdatesbedeliveredinrealtimetotheirdesktopasan

instantmessageorsenttoamobiledeviceasanSMStextmessage.Postsare

brief(typicallylessthan140characters)andcanbewrittenorreceivedwitha

varietyofcomputingdevices,includingcellphones.Althoughmostmicro-blog

broadcastsarepostedastext,somemicro-bloggingservicesallowvideoor

audioposts,whichofferthemeansofsharingtoyoungpeople.

•Searchengineoptimization:SEOisthepracticeofimprovingandpromotinga

websiteinordertoincreasethenumberofvisitorsthesitereceivesfromsearch

engines.Themajorityofwebtrafficisdrivenbythemajorcommercialsearch

engines.

•Socialnetworking:Socialnetworkingallowsyoungpeopletoconnectwith

friendsandfamily,sharephotos,videos,musicandotherpersonalinformation

witheitheraselectgroupoffriendsorawidergroupofpeople.Socialnetworks

likeFacebook,MyspaceandLinkedlnaregreatwaysofkeepingintouchwith

friendsandfamilyaroundtheworldaswellasmakingnewconnectionswith

peoplebasedonsimilarinterestsorprofessions.Andtheyareallforfree.

ReadingA(精读课文)

Task1

•Askthestudentstobrainstormtheprosandconsofonlinemarketinginthewhole

class.

•Askthestudentstoworkinpairstomakealist.Setatimelimitfortheir

discussion.

•Checktheanswerswiththeclassandgivefurtherexplanationsinnecessary.

Task3

•Askthestudentstoanswerthequestionswhiledoingthesecondreading.

•Checktheanswersandencouragethestudentstolocatethesupporting

informationfromthetext.

Activity1

•Dividethestudentsintogroups.

•Tellthemtosummarizethefeaturesofeachtypeofe-marketingtoolwiththe

informationinReadingA.Theyarealsoencouragedtoaddtheirownideas.

•Chooseseveralgroupstopresenttheirideastotheclass.

Activity2

•GothroughtheInternetmarketingtoolsmentionedinReadingAwiththeclass.

•Dividethestudentsintogroupsofuptofivetodiscussotheronlinetoolswhich

canbeusedformarketing.

•Invitesomegrouprepresentativestoreporttheirfindingstotheclass.

ReadingB（泛读课文）

Task1

•IntroducethistaskbyshowinganumberofCOFCOproductstothestudentsor

providingsomevideoclipsaboutthecompany.

•AskthestudentswhattheyknowaboutCOFCOGroupandencouragethemto

talkaboutitsbusinessrange.

•ShowCOFCO'sSinamicro-bloggingsiteinclasssothatthestudentsmayhavea

clearpictureofwhatistobediscussedaboutinReadingB.

BackgroundInformation

COFCOisthelargestsupplierofdiversifiedproductsandservicesinthe

agriculturalproductsandfoodindustryinChina.Itisdevotedtoutilizingrenewable

naturalresourcestoprovidehealthyandnutritiousfood,highqualitylifestyleand

services,aswellascontributingtoimprovepeople'slivingstandards,social

prosperityandstability.

COFCOplaysapivotalroleasabridgeinthemarketsofedibleoilsandfoodstuff

betweenChinaandtheworld,andservesasthemainimportingandexporting

channelforbulkagriculturalproductssuchaswheat,com,riceandsugar.Asan

investmentholdingcompanyspecializedintradeandprocessingofoilandfoodstuff

aswellasotherbusinesses,COFCOcontinuouslystrivestoupgradeitsoiland

foodstuffchains,whichincludethoseofoilsandoilseeds,corn,wheat,rice,wine,

tomatoes,dairyproducts,meat,barley,tea,chocolateandvariousotherproducts.In

lightofChina9seconomicgrowth,returnonshareholders9valueandavailable

businessresources,COFCOisalsoinvolvedinthedevelopmentofrealestate,

hotels,non-grainbio-energy,packaging,financeandotherindustries.

Activity3

•Askthestudentstoworkouttheplaningroups.

•RemindthestudentsofthebusinessfieldofCOFCO.

•Askthestudentstointroducetheirideaswithatitle,slogan,meansandreasons.

•Invite3-4groupstopresenttheirideasinclass.

Listening（听力练习）

Task1

•Introducethistaskbyaskingthestudentswhattheyknowaboutnote-taking.

•Allowthestudentstimetoreadthechart.

•Askthestudentstolistentotherecordingonceandtrytocompletethenote.

•Checktheanswerswiththewholeclass.

•Inthesecondlistening,thestudentsshouldfillalltheblanks.

•Checktheanswerswiththewholeclassagain.

•Askthestudentstoretellthereasonofthedroppingsalesfiguresbyreferringto

theirnotes.

Task2

•Allowthestudentstimetoreadthetask.Theycanpredictsomeanswersbasedon

theinformationthey'vegotfromTask1.

•Playtherecording2timesforthestudentstogetenoughinformationtomakethe

choices.

•Dividethestudentsintoseveralgroups.Askthemtoselectonecharacterinthe

conversation,andtakenotesabouttheirlinesaccordingtotherecording.

•Drawstudents9attentiontotheartoflanguage:howtodiscusswithoutcriticizing

someone.

•Askthestudentstopresenttheconversationinclassafterafewminutes'practice.

CommunicationProject（商务沟通）

•Analysisthesampleletterandgooverthestructureofasalesletterwiththeclass.

•Dividethestudentsintogroupsoffive,withonenote-takerineachgroup.

•Askthestudentstowritedownthesellingpointsoftheicecreamwhilereading

thee-mail.

•Invitetwonote-takerstoreporttheresultsofTask1oftheirdiscussion.

•Askthestudentstodecideaprojectofmicro-blogsaleswiththehelpofthe

instructionsinTask2.

•AskthestudentstosharetheiropinionsofTask2andlisttheideasthey'vecome

upwithontheboard.

•Drawasummaryorinvitecomments.

Writing（商务写作）

•Askthestudentstoworkoutthelayoutofthesalesmicroblog:Whomisthe

messageto?Whoisthemessagefrom?Whatisthesubjectofthee-mail?Whatis

todofortheaudience?

•Askthestudentstoworkingroupstostudytheexampleofpromotionalmicro­

blog.

•Checkthestudents9workinclassandhaveaclassvoteforthebest.

AdditionalMaterials

Tipsofwritingpromotionalmicro-blogs:

1.Thelevelofformalityofmicro-bloggingmessagesdependsonthepurposeand

audience.Usewords,shortsentencesinsteadoflong,detailedsentences.

2.Toarouseinterestwithinseveralwords,raisingshortquestionsismorehelpful

thanlongstatements.

3.Mustdos:encouragetheaudiencetoforwardyourmicro-bloggingmessages.Itis

oneimportantstepofpromotion.

MoralReflections(补充教学资源)

UnitOverview

瑞幸咖啡的商业模式

TheBusinessModelbehindLuckin'sExplosiveGrowth

Formedin2017,LuckinCoffee,aChinesestartup,challengedStarbucksf

20-yearChinesemarketdominance.Crucialtoitsgrowthstrategyisadigitally-led

businessmodel,blendinganefficientmobileapplicationandapragmaticstorenetwork.

Luckintakesadigitalapproachthatenablescustomerstoorder,pickup,andgo,

keepingoperationalcostslowandexpansionrapid.Luckinfurthermarksitsedge

throughaggressivemarketingstrategies.UsersontheLuckinappgettheirfirstcoffee

free,receivevariousdiscountcoupons,andarerewardedforreferrals.

Thisunitdelvesintotheworldof“marketingmodes."We'llexplorehow

innovativestrategiescanrevolutionizetraditionalindustriesandusherinanew

eraofconsumerexperience.

QI:WhatdoyouknowaboutLuckin'marketingstrategies?

Q2:Inyouropinion,howdomarketingmodescontributetoacompany'ssuccess?

MoralReflections

ChineseEconomicKeywords

数字化转型领域合作

cooperationindigitaltransformation

Duringthe23rdmeetingoftheCouncilofHeadsofStateoftheShanghai

CooperationOrganization(SCO),statementoncoo