新编剑桥商务英语unit11

1、module 11,11.1 ethical economics,11.1 key words and expressions,economics n. 经济学，经济状况，经济因素 visual aids 视觉教具，视觉设备 deluxe adj. 高级的，豪华的，奢侈的 cappuccino n. 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 addiction n. 嗜好，瘾 disparity n. 悬殊，差异 charities n. 慈善团体，善举 coffee shop chains 连锁咖啡店，连锁咖啡屋 gross domestics

2、 product (gdp) 国内生产总值 staple crop 主要作物 mark-up 涨价，标高售价,importer n. 进口商 service charge 服务费 exports n. 出口产品 outgoings n.(复) 支出，开销 precinct n. 区域，管辖区，分区 staffing cost 劳工成本，雇工的开支 overheads n. 企业一般管理费用，日常开支 factor vt. 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 added cost 附加成本 irrespective adj. 不考虑，不

3、问的，不顾的 market rates 市场价格,middleman n. 中间商 certification n. 认证 marketing initiative 营销倡议 scheme n. 计划 certified adj. 证明合格的，特有证件的 international certification mark 国际认证标志 catalyst n. 催化剂，刺激因素 agricultural commodity 农产品 minimum guaranteed price 最低保证价 social conscience 社会道德心，社会责任感 专有名词 scandinavia 斯堪的纳维亚

4、,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

5、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. the two photos below show the beginning and the end of the process of making coffee. work in pairs. how many stages can you think of in between to complete the process?,?,coffee grown - coffee picke

6、d - coffee transported - coffee packed,- coffee sold and shipped - coffee sold on to shops - coffee bought and drunk,2. write in the correct letter, a-f, for the missing sentences to complete the text. there is one extra sentence.,a. this process alone adds at least 50% to its price. b. here, coffee

7、 production is the staple crop for many millions of growers. c. the only bit controlled in the fairtrade system is the price a farmer is paid for produce. d. coffee is the second most traded commodity in the world after oil. e. it guarantees to pay growers a fixed proportion for their coffee, which

8、is above standard market rates. f. local council taxes add another 25,000 to that.,coffeenomics: the true cost of our caffeine addiction the next time you hand over 3 for your deluxe cappuccino, ask yourself how much the roasted beans that went into that cup really cost. for your average cup of coff

9、ee, the producer receives roughly 10p thats about 3.5%. this disparity is causing increasing concern among some charities who believe that the excessive profits of coffee shop chains come at the expense of vulnerable coffee producers in countries like ethiopia, kenya or latin america. (1)_. for exam

10、ple, in ethiopia alone, 15 million people depend on,b,the coffee trade, which constitutes around 50% of the countrys gross domestic product (gdp) and 90% of its exports. the average wage paid to laborers who pick the beans and work on farms is about 50p a day. so where do the added costs come from?

11、according to experts, by the time it is consumed by us in our homes or in a coffee shop, the bean may actually change hands up to 150 times, each time facing a mark-up as it is transported, roasted, packaged and sold. (2)_. then another 10% in export costs with freight and insurance before an import

12、er takes over. finally, it is sold to us in a coffee shop and running a coffee shop is not cheap. for example, take your typical coffee shop in a shopping precinct, seating 75 inside and 50 outside. the rent is 20,000 a year. (3)_. in other words, even before adding staffing costs and overheads, set

13、ting aside an amount for redecoration and maintenance on the property, this particular coffee shop needs to sell a minimum,a. this process alone adds at least 50% to its price. b. here, coffee production is the staple crop for many millions of growers. c. the only bit controlled in the fairtrade sys

14、tem is the price a farmer is paid for produce. d. coffee is the second most traded commodity in the world after oil. e. it guarantees to pay growers a fixed proportion for their coffee, which is above standard market rates. f. local council taxes add another 25,000 to that.,a,f,of 50,000 coffees a y

15、ear, or 200 coffees a day. factor in these additional costs and we are probably talking about a break-even total of 400 coffees a day. however, irrespective of how much we end up paying or the reasons why, the reality is that growers themselves see only a tiny proportion of that amount. organization

16、s like fairtrade do try to make a difference. (4)_. for example, a farmer selling a pound of fairtrade arabica coffee is paid $1.26 compared to the world market price of $1.10 a pound. the fairtrade price also includes 5 which is invested back into community projects. many shops and coffee bars do n

17、ow offer fairtrade coffee to customers alongside their standard offering, but not all of that inflated price goes to the grower. (5)_. after that, mark-ups are determined by the retailers and middlemen. that said, at least fairtrade is one small step that does help farmers around the world get a bet

18、ter price for their products.,a. this process alone adds at least 50% to its price. b. here, coffee production is the staple crop for many millions of growers. c. the only bit controlled in the fairtrade system is the price a farmer is paid for produce. d. coffee is the second most traded commodity

19、in the world after oil. e. it guarantees to pay growers a fixed proportion for their coffee, which is above standard market rates. f. local council taxes add another 25,000 to that.,c,e,3. these four visual aids refer to the economics of the coffee trade. read the article above and write in the miss

20、ing facts and figures in these visual aids.,3,only (1)_ goes to the grower.,exports,10% = other,90% = (7)_,10p (pence),coffee,coffee shop outgoings salaries 115,000 (5)_ 65,000 (6)_ 20,000 overheads 80,500,key facts: ethiopia (2)_ million people in coffee trade (3)_% of gdp (4)_ pence = a laborers p

21、ay per day,15,50,50,rent,service charge,1.26,vocabulary: financial and trade terms,match these definitions to the words in bold in the article.,1. people who handle goods between the producer and the retailer. _ 2. a large difference (in price, for example). _ 3. be bought and sold. _ 4. cost of hea

22、ting, lighting and electricity. _ 5. take items into account to calculate costs. _ 6. the amount needed to pay costs before profit. _ 7. the amount added to the product when it is sold. _ 8. goods which are transported by ships, planes, lorries, etc. _ 9. the total value of goods and services produc

23、ed by a country in one year. _ 10. organizations which help and represent the interests of a group of people in need, _,disparity charities gross domestic product change hands mark-up freight overheads factor in break-even total middlemen,middlemen,disparity,change hands,overheads,factor in,break-ev

24、en total,mark-up,freight,gross domestic product,charities,speaking: the economics of your country,work in small groups and discuss the following questions about each of your countries. if you dont know all the answers to the questions, try to find out for the next lesson and prepare a short presenta

25、tion.,1) is there a large disparity between rich and poor in your country? 2) do you think the disparity between poor and rich countries can be controlled? should it be controlled?,the top 20% of the population consumes 50% of overall national income, while the bottom 20% have to make do with a mere

26、 4.7%. 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。 income inequality has worsened rapidly.,if these trends continue there could be serious social unrest. rich countries can support poor countries in finance, technology, education, culture, health care donation or low-interest loan. 富国可以通过资

27、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。 international organizations formulate favorable policies in support of poor countries. international agencies can strengthen national efforts to achieve greater equity.,3) what are some of the biggest charities in your country? do they have much influence over your go

28、vernment and businesses? 4) what are the most important products and services for your countrys gdp?,* among biggest charities in china are china charity federation（中华慈善总会）, red cross society of china（中国红十字总会）, chinese red cross foundation（中国红十字基金会）, china foundation for poverty alleviation（中国扶贫基金会）

29、, project hope（希望工程）, to mention a few. * influence and assist governments decisions * help government effectively in times of natural disasters.,important products and services for chinas gdp include coal, power, steel, house-hold appliances, financing, catering and tourism. 对我国gdp影响最大的产品和服务包括原煤 电力

30、钢材 家用电器 金融服务 餐饮和旅游。 it products and services, electromechanical products, financing and tourism are pillar industries for national economy in china. 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,write in the missing articles the, a, an or 0 (the zero article) in this text about fairtra

31、de.,(1)_ fairtrade is (2)_ international certification mark used in 21 countries as (3)_ marketing initiative to help developing nations. britain has (4)_ largest fairtrade market in (5)_ world, which has seen (6)_ amazing increase over the last five years. the organization is also strong in (7)_ ne

32、therlands, where fairtrade first started, and in switzerland and scandinavia. originally started in 1989 as (8)_ scheme to help poor producers, (9)_ fairtrade foundation was established three years later. now there are over (10)_ 550 certified producers representing over one million farmers in 52 co

33、untries.,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. the united states is among those countries interested. china is the biggest producer of these goods. whos the supplier in your country? the leaders will hold talks on trade. 不定冠词a, an用于1）工作，2）单数名词，3

34、）一些数字。 eg. im a finance director. this is an international certification mark. i only have a hundred left. 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. madrid is my favorite destination. when do you fly to china? leaders of the g8 countries are meeting in toronto this weekend.,listening: fairtrade,1. can

35、you buy these fairtrade products in your country? would you buy these products even if they were more expensive? why? why not?,as to cosmetics, the most famous is the body shop, pioneers of fair trade for 20 years now. 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。 they arent cheap, but theyre ethically rig

36、ht and usually of extremely high quality. ethical buying / shopping can mean buying products from companies or stores who care about the ethics of what they produce; and boycotting the ones who dont. shop / buy with a clear conscience买得安心（问心无愧） spend ethically 合法消费，符合道德的消费 ethical and sustainable go

37、ods 环保并符合道德的商品 important to support local workers or farmers and their rights,2. listen to an interview with ian bretman, the deputy director of the fairtrade foundation. choose the best ending a, b or c for each sentence 1-8.,1) the fairtrade foundation began in a. 1989. b. 1990. c. 1992 2) when th

38、e united states withdrew from the international coffee agreement, the price of coffee decreased by a. 50% b. 0.5% c. twenty million. 3) one way fairtrade helps farmers is by giving advice on how to a. diversify by growing other crops. b. produce more coffee. c. be profitable in a global market. 4) o

39、ne of fairtrades main messages to governments is that a. trade can be managed more effectively. b. economic growth is the best strategy. c. they must invest more in producers.,5. ian believes that fairtrade and free trade a. cannot both exist. b. can operate together. c. are basically the same thing

40、. 6. even though a country may increase its wealth through business, this does not guarantee a. it can compete internationally. b. everyone receives the benefits. c. social justice. 7. if producers are successful, they will also a. invest in the economy. b. become the people who buy products. c. be

41、able to supply more coffee. 8. as well as improving its public image, a fairtrade company will a. sell more. b. attract more talented staff. c. attract well-informed consumers.,listening script,i = interviewer ib = ian bretman i: so, ian. i understand that the original idea for fairtrade came in 198

42、9. how did it happen? ib: actually, the fairtrade foundation itself was finally set up in 1992, but yes, youre right, the catalyst for the spread of fairtrade was three years earlier when the international coffee agreement that controlled prices collapsed with the withdrawal of the us. at that time

43、coffee was the worlds biggest agricultural commodity. in a few months the price fell by half. it was a huge disaster for the twenty million people growing and processing coffee around the world. many of the producing countries were dependent on coffee for over half their exports. i: can you give us

44、some examples of how you help, exactly? ib: one way is that we encourage producers to learn how to compete effectively in international markets. we help farmers coming into the system to develop the capacity to cope with fulfilling demand and we set a minimum guaranteed price for their products.,i:

45、i see. but as well as helping farmers directly, you also have influence on governments, dont you? i mean, governments are talking more and more about fairer global trade ib: yes, were finding that the issues weve been talking about for the past ten years are moving up the agenda. for example, were h

46、aving more of a debate on how we can achieve economic growth and social justice, as both are needed. as a result, leaders of larger fairtrade organizations have been invited to high-level international meetings and economic forums. we can use our experience to illustrate to governments how trade can

47、 be better managed. i: but how do you convince people who say economic growth is the answer to everything? dont these people argue that fairtrade isnt good for free trade? ib: well, i worked in business for a long time and so i understand the need for a free market, but it seems unlikely to me that

48、when it comes to social problems, like global poverty, the answer is just an economic one, because social choices have to be made, too. our point is really about priorities. increasing flows of trade will help wealth but that does not necessarily guarantee that this wealth goes down to the people wh

49、o need it most. that requires a little bit more management. fairtrade has practical experience on,the ground in how you can combine the best of both. how you can get people to operate effectively and competitively while trading in a way that producers can earn a decent living and improve their lives

50、. in the long run, if they do improve their lives, they too will become consumers and purchasers. i: so is this the message you give businesses to make them change to fairtrade products? ib: its in the interest of any business to take the message on board, not only to improve their public image but

51、also as a recruiting tool for the future. the younger generation is well informed and wants to be part of the solution. companies find that having a social conscience has a positive effect on recruiting and retaining good staff. staff get excited about persuading consumers to buy products that make

52、a difference to peoples lives. i: it sounds like thats what motivates you, too. ib: for my part yes- meeting the producers and seeing what a difference fairtrade can make to their lives is really quite inspiring.,speaking: giving reasons and benefits,a coffee shop in your town is thinking of selling

53、 fairtrade coffee. however, it is concerned that this may be more expensive.,imagine you and your partner work for fairtrade. you are going to try and convince the coffee shop to use coffee from your producers. discuss and prepare: * a list of reasons why the coffee shop should change. * a list of b

54、enefits for the coffee shop, its staff and its customers. afterwards, present your ideas to the rest of the class.,* a list of reasons why the coffee shop should change. * a list of benefits for the coffee shop, its staff and its customers.,- protect poor farmers and their rights - an indication of

55、caring about the ethics of what they sell - positive image of being friendly to environment and coffee growers - consumers likely to pay more for ethically-traded coffee,- feel good and comfortable because its ethically right. - give one a sense of doing something for poor farmers. - buy with a clea

56、r conscience - fairtrade coffee usually enjoys high quality which would benefit the customer.,a proposal,describing trends,alternative energy sources,good greed,speaking,writing,vocabulary,reading,11.2 discussing trends,listening,reasons for trends,speaking,discussing trends,11.2 key words and expre

57、ssions,alternative adj. one producer of high-efficiency solar-power cells, for example, was recently trading (7)_ the stock market at more than 166 times earnings.,1. a. do b. make c. have d. give 2. a. of b. in c. by d. for 3. a. sector b. company c. department d. division 4. a. dollars b. cash c.

58、amounts d. profits 5. a. shop b. share c. personally d. publicly 6. a. sell b. buy c. invest d. grow 7. a. by b. in c. on d. at,cautious investors cant forget that a similar optimism was (8)_ for the peak in e-business stocks in the nineties before the crash. in the case of solar power, such (9)_ are well-founded because solar energy has one big economic p