体验商务综合英语4-Unit-4-Success

1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:1.graspthenecessaryelementsofhowacompanyoranindividualgetsuccessinbusiness.2.mastereconomicvocabularyinsuccessfulbusinesscompaniesandpeopleDifficulties:1.understandthevariousmethodstonegotiateinbusinesssuccessfully;2.expressthemselvesmorefreelyonthethemeafterdoingaseriesoftheme-relatedreading,listening,speakingandwritingactivities;Timeallotment(教学时数)：6PeriodsTeachingmethod(教学方法)：1.GroupDiscussion2.Exemplificationanddemonstration；3.Task-basedteaching4.Teams-basedCooperativeLearningReferences(参考书目)：1.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，2012.62.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，2012.83.蒋景东著，常用商务英语词典，浙江大学出版社，2012,5.4.（英）帕金森编著，牛津英汉双解商务英语词典，华夏出版社，20112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.Audiolingualandcommunicativemethod3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)IWhatarethecriticalfactorsbehindyoursuccess?CNThecriticalfactorsofoursuccess,Iwouldsay,wereourvisionandourstrategicplanning.Fromtimetotime,weutilisemanagementtoolssuchasSWOTanalysistoreviewoursituationandmakenecessaryadjustments.Furthermore,wehavemadeuseoftheInternettopromoteourproducts,forexample,weusedane-cataloguetostartwith,andlatelywehavedevelopedacustomerrelationshipmanagementsystem.Pairworkwiiththeaidofmulti-mediafacilityAudiolingualandcommunicativemethod4IfIwasaskedwhatadviceIwouldgivetopeoplelookingforsuccessinbus