1、商務綜合英語課程教案授課時間第周 星期第節課次授課方式（請打，）理論課，討論課口實驗課口 習題課口其他口課時 安排6授課題目（教學章、節或主題）：Unit 4 SuccessTeaching objectives and requirements（教學目的、 要求）: Students are required to1 . Master economic vocabulary in successful business companies and people;2 . Be familiar with business negotiating skills ；3 . Get to know

2、the elements of business people and companies.4 . Learn the skills of business negotiatingTeaching highlights and difficulties（教學重點及難,點）：Highlights:grasp the necessary elements of how a company or an individual get success in business.master economic vocabulary in successful business companies and p

3、eopleDifficulties:understand the various methods to negotiate in business successfully;2. express themselves more freely on the theme after doing a series of theme-related reading, listening, speaking and writing activities;Time allotment（教學時數）：6 PeriodsTeaching method（教學力法）:Group DiscussionExemplif

4、ication and demonstration ；Task-based teachingTeams-based Cooperative LearningReferences圖考書目）：科頓，法爾維等編，體驗商務英語綜合教程4,體驗商務英語改編組改編，高等教育出版社，馬斯庫爾，海特勒著，體驗商務英語教師用書4,體驗商務英語改編組改編，高等教育出版社，蔣景東著，常用商務英語詞典，浙江大學出版社，2012,5.（英）帕金森 編著，牛津英漢雙解商務英語詞典，華夏出版社，2011士“漢心*方法及手教學基本內谷r幾段II Teaching procedureStep 1 Starting up: (2

5、0 minutes)1)1) Name the most successful business person /people in our country and/or in other countries.2) discuss the following questions.What make people successful Add more words to the list. Then choose the five most important.3) B. Talk about a person you know who is successful. Why are they s

6、uccessful4) C. What are the best indicators of one s successAudiolingu al and communica tive methodStep 2 Listening: A Successful business (50) notes advent英? dv?nt美? dv?nt n.到來；出現；基督降臨；基督降臨節 quartz 英kw?ts賃kw ?rts n.石英 phenomenal growth potential非凡的增長潛力gimmick英后蜜美g?m冏n.暗機關；騙人的玩意；花招 vt.使暗機關；搞騙人的玩意 Li

7、sten and decide whether the statements are true or false.1. F 2. T 3. T 4. F 5. F 6. T(I = Interviewer, CN = Catherine Ng)I What factors have made your business successfulCN First of all, the advent of LCD watch technology in the 1970s created a vast opportunity for us. You see although the Swiss we

8、re the first to develop a quartz watch, the support of the Swiss manufacturers was not strong as they overlooked the phenomenal growth potential of the market. They believed their mechanical excellence would keep them leaders of the industry and that the quartz watch was only a gimmick (花招) and that

9、 it would soon fade out. In fact this poor judgement eventually led to the downfall of some companies.As demand was greater than the supply, therefore it wasn dlifficult for me to get entry to this market when I first set up my company. At the end of the first year the number of employees increased

10、to 20 and we moved from office premises to a factory. Our floor space increased from the original 600 sq ft to 2,000sq ft by the end of the first year, and the company grew more than tenfold in the next five years.課程教案（續）教學基本內容方法及手段And then a few years later, prices started to become very competitiv

11、e as the retail market became saturated. So I had to think about certain strategies to tackle this problem, I had to think up a short-term strategy and develop some long-term planning.Like all our competitors, we developed new products such as giftware(精品，禮品)and luxury items.For example, we designed

12、 products with a time device in them and customers could print their logo on the product for promotional purposes. However competition became really severe. It reached a point that any product which had a time module in it became less valuable.In the short term, we had to cut our costs. However for

13、certain customers who are less price conscious, I was able to upgrade the quality of our products, for example, by offering better batteries, a longer warranty, etc. We did not want our customers to think we were ripping them off of course if we charged a higher price. For customers who were less fo

14、cused on quality, we had of course to reduce our prices.Pair work wiith the aid of multi-media facilityAudiolingual and communicativ e methodIn the end, our customers all thought that our company offered quality products, which were value for money while most of our competitors struggled for surviva

15、l and cut prices in a very competitive market. Some were even forced out of the market.On the other hand, we also switched our capacity to producing clocks, cutting our watch production line and training our workers to assemble clock products. Watch production was based on an assembly line. Well we

16、bought components from suppliers and assembled the watches. Clock products involved more components, we had to make them in house and the company started to install machinery, hire designers and the work flow became more sophisticated and today, we have become one of the best known manufacturers in

17、the world, with ISO 9001 certification.Listening: BListen and answer1. What are the main factors of Catherine Ng s successVision and strategic planning ; use of management tools such as SWOT analysis ; use of the Internet for marketing development of a customer relationship management system.2. What

18、 advice does she give people looking for successBe well prepared ; seize opportunities which arise stay open-minded.(I = Interviewer, CN = Catherine Ng)彳)I What are the critical factors behind your successCN The critical factors of our success, I would say, were our vision and our strategic planning

19、. From time to time, we utilise management tools such as SWOT analysis to review our situation and make necessary adjustments. Furthermore, we have made use of the Internet to promote our products, for example, we used an e- catalogue to start with, and lately we have developed a customer relationsh

20、ip management system.If I was asked what advice I would give to people looking for success in business . erm . Well I would say to people: Be well prepared. Seize an opportunity once it emerges. And finally, stay open-minded, as business can be developed by individuals, alliances, partnerships and j

21、oint ventures.Step 3 Discussion: Sole Brothers (30 minutes) SimilaritiesBoth companies were founded by members of the Dassler family.Both companies are successful producers of sports shoes.Both companies are listed on the Frankfurt stock exchange.Both companies have had their products worn and endor

22、sed by famous sports stars.Both companies have had success with providing shoes for the Olympic Games.Both companies found success and a change of direction after new CEOs were appointed.Both companies are expanding worldwide.Both companies have kept sports shoes as their core product but have expan

23、ded into clothing and fashion goods.Both companies have had problems : Adidas in the early days and Puma after it went public. DifferencesAdidas is listed on the Paris stock exchange, whereas Puma is listed on the Munich stock exchange.Adidas has made an acquisition (Saloman) and changed its name. P

24、uma has not.Puma has remained a manufacturing and sales companybut Adidas has changed into a marketing company and licenses products under the Adidas name.Puma has had success by using a website to sell its products.Puma has exploited links with a fashion designer to develop its range of products.Pu

25、ma has used product placement in Hollywood movies as a marketing tool.Step 4 Reading: Steve Jobs (50 minutes)A. Before you read the article say what you know about the following1. Bill Gates2. Steve Jobs3. Tim Berners-LeeHere is some information about the three men.1 . Bill GatesChairman and Chief S

26、oftware Architect of Microsoft Corporation, the worldwide leader in software.Born October 28 1955. Grew up in Seattle, where his father is a lawyer.Began programming computers at the age of 13.Went to Harvard University, but left before graduating in order to devote his time to Microsoft, a company

27、he began in 1975 with his friend Paul Allen.Married Melinda French Gates ln 1994 and has three children.Gives generously to charity through the Bill and Melinda Gates Foundation.2 Steve JobsCo-founder of Apple. Now CEO of both Apple Computers and Pixar Animation Studios, famous for computer animated

28、 films such as Toy Story and Finding Nemo.Born February 24 1955 in Wisconsin. Adopted soon after birth by Paul and Clara Jobs and raised InSanta Clara, California.Helped popularise the concept of the home computer with the Apple II.Fired from Apple by John Sculley but later rejoined the company and

29、turned its fortunes around with the IPod.Married Laurene Powell in 1991 and has three children with her. Also has a daughter with Christine Brennan.3 Tim Berners-LeeInventor of the World Wide Web and Director of the World Wide Web Consortium, which oversees its continued development. Born In London

30、June 8 1955.Parents both mathematicians who worked on the Manchester Mark I, one of the earliest computers, Graduated from Oxford University in 1976, Created the World Wide Web In 1991 and built the first server and web browser.Currently Chair of Computer Science at Southampton University, Married w

31、ith two children.B. Words and expressions:market leader市場上的主導公司motivated workforce激勵員工a loyal customer base 一個忠誠的客戶群issue shares 發行股票go public 上市；公開宣布；把秘密公開launch a product 產品投放市場推出產品place products in movies 投放產品在電影people oriented 以人為本rollout n.首次展示；滑跑(飛機著陸時在跑道上滑跑減速的階段)concept store(s) 概念店并積極發展品牌觀點店

32、undersell vt.拋售；以低于市價售出pirate n.海盜；盜版；侵犯專利權者vt.掠奪；翻印；剽竊 vi.做海盜；從事劫掠Cupertino in northern California,北加利福尼亞州庫比蒂諾Reed College in Portland, Oregon俄勒岡州波特蘭市的瑞德學院dropped out 輟學Homebrew Computer Club 家釀計算機俱樂部his own visions of the future 有著自己獨特的未來展望Steve Wozniak.斯蒂夫？沃茲尼亞克Star Wars星球大戰Fortune magazine財富雜志C

33、Read the article and discuss the following questions:1. why were the following dates important ?a) 1976 b) 1985 C) 19772. What was Jobs ficsfess?3. What made him : a) a millionaire b) a billionaire ?4. Why did he leave Apple ?5. Why did he come back ?6. How long did it take to turn Apple round ?7. W

34、hy does Jobs think his latest venture will be a turning point for the music industry ?8. Why do you think Steve Jobs is successful ?answers:1 a) the year Jobs and Wozniak started Appleb) the year lobs was fired from Apple by John Sculley.c) the year jobs rejoined Apple2 The computer Apple I.3 a) The

35、 success of the computers Apple I and Apple II.b) The success of Pixar.4 He was fired by John Sculley.5 When Apple was failing, he was invited back by the company.6 One year.7 . It will change the way people buy music and will combat the pirating of music which is damaging the music industry.8 Answe

36、rs might include his genius, vision, determination and confidence in his own ability and in his products.D. Language review: Present and Past tenses1. present simple 2. past simple3 present continuous 4 present perfectA: Discuss the rules with the whole class and get Ss to complete the statements.1

37、past simple, because these are completed actions which took place at a particular time in the past.2 . has complained, has been, have followed, have seen, has walked outBecause these are present results of past actions.3 is, does not believe, isThe present simple ls used because these are situations

38、 which are generally true.The companyTOYS RUS is one of the worlds largest toy retailers. It sells its merchandise through more than 1,5oo outlets, with 685 toy stores in the US, a further 605 toy stores overseas and 216 BABIES ” RUS stores.How the company startedIn 1948 Charles Lazarus began a busi

39、ness for children only and he set up his first baby furniture store in Washington, DC. Lazarus opened his first toy supermarket in 1957 and in 1978 TOYSRUS became a public company.Recent eventsIn 2001 TOYS R US opened its Times Square flagship store in New York City Although it has recently lost its

40、 number one position in the US to Walmart, it has significantly expanded its video merchandising in its US stores and has evolved into an 11-billion-dollar business.What It ls doing nowTOYSR US is currently trying to regain its number one position from Walmart. Lazarus is now focusing on a new ventu

41、re, BABIES RUS, and is working hard to make it the number one baby product specialist chain store in the world.Step 5 Skills: Negotiating (30 minutes)The language of signaling, checking understanding and summarising is covered. Ss analyze how it occurs in a negotiating situation and use it themselve

42、s to role play a situation.A Go through the Useful language box with the whole class. Get individual Ss to read the expressions, working on intonation.Explain briefly the role and importance of these expressions in structuring negotiations.B Get Ss to read the conversation aloud in pairs, and identi

43、fy signaling, checking understanding and summarizing expressions.Ask different pairs for their findings and discuss them with the whole class.Special requirements What do you mean exactly(Checking understanding)Mmm, OK. (Signalling)OK, so youre saying you will modify the car if we ask you to(Checkin

44、g understanding)Right then, let s see what we. (suveigotizing)That s it. OK, let lk abdutsdelivery now. (Signalling)Could you go over that again, please Why can you deliver by the end of May (C)Let me make a suggestion. Why don you hire an outside haulage firm to deliver the cars to us (SIG) We want

45、 all the vehicles to be painted in our company colours green and black. (NOT)I imot sure I follow you. Do you mean that the discount is reduced if we want them all green and black (C)I vot a question for you now. Are you willing to consider payment by instalments (SIG)OK, we agree then. The colours

46、will be green and black but the discount will only be10% however you let us pay in two instalments. (SUM)Could you clarify one point for me It about the length of the warranty. (C)Wd give you a five year warranty if you want, but you Wave to pay a little extra for that, I lafraid.Step 6 Case study (50 minutes)1 ) SS study inforBackground: Camden FCRecent performance in footballvery successful in UK and EuropeRecent performance in businessCo