2008年第1学期
商 务 英 语
教 案
郭
胜
Unit 1 busine letters
The first leon
Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing busine letters.2.to understand and use language related to busine letters .Reading: 1.to learn about what marketing and market is .2.to understand the five alternative concepts under which organizations conduct their marketing activities .Oral English and listening : Can speak fluently .and listen and understand some information of English Teaching way : Let the students practise ,and make some discuion .Teaching Procedures: I.Showing the teaching aims II.Revision Check homework, then ask the students to read the partners\' homework to share with each other.III.leading in Writing activity:busine letters
1.introduction: usually ,a busineman spends a surprising amount of time in writing a letter ,for he can not afford a personal visit each time he wants to transact busine in various parts ot the world .2.steps for writing busine letters 1) layout
2 a letter needs your company addre at top right hand corner ,date at top right hand corner below senders addre,name /addre of recipient beneath date on left hand side ,correct salutation ,complimentary close .
2)
indentify the relevant information and present it in a suitable order .a good busine letter is concise ,it keeps to the point .to write a letter ,you must organize your thoughts ,jot down the things you must say and consider how the ideas are logically related .3) Write the letter
Try to keep a balance between being formal and being friendly .since you are usually trying to get your reader to do something ,don\'t be sarcastic or too aggreive ,be confident ,not slavish .4) Check your work by considering the following points .3.practice one
1) students read the situation .then explains the meaning .2) students read the text ,then teacher explains the meaning .pay attention to the important phrases .
One .understand the objectives , one read one translate .Teacher ask :conclude the objective of reading : answer:busine knowledge Teacher add:speaking , practical busine ability.Two .busine letters Teacher read ,students follow.then students read .Students read first silently.Teacher ask: 1.what is the general idea of the text ? 2.why a busine person spends much time in writing letters? 3.what is the use of writing ? 4.what is the use of good busine letters? Teacher explain the text : The phrases, making sentence,the use of words, Students in groups :translate the meaning of sentence ,
3 Three.steps for writing busine letters Students read and explain each step .Step two :teacher make example :read a letter ,which is not concise ,not in order ,students smile .Four .Writing
中国北京胜利路67号的中国国际贸易公司在2010年给他们的客户美国纽约东南大街6789号的纽约电脑公司的约翰先生写信，邮编：23145。内容如下：
约翰，我们通过因特纳网知道你们的公司，你们对电脑进口很感兴趣。我们有很多质量很好的电脑，价格不贵，如果有需要的话，我们可以给你们邮寄产品图片和价格，希望可以合作成功。谢谢。贸易部经理刘明。
exercise : read the practice and recite the important phrases.Leone two
One .situation : 1.students read it .2.explain the text :in groups .,then teacher explains in detail .with its focus on ,under my name ,talk about the matter with sb .3.ask questions : a .why mr.Richard will attend the conference ? b.why mr.Richard let you draft a reply to this letter ? two .letter : 1.layout : 2.let the students read the text :para.1 for a few minutes .then ask one student read .teachert interprets.3.para.2:students read all cla , and one students interpret.4.para 3 :translate .three .underline the special words and phrases .four .reply a letter .
Unit 1 busine letters
The second leon
Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing busine letters.2.to understand and use language related to busine letters .Reading: 1.to learn about what marketing and market is .2.to understand the five alternative concepts under which organizations conduct their marketing activities .Teaching way : Let the students practise ,and make some discuion .Teaching Procedures: I.Showing the teaching aims II.Revision 5 Check homework, then ask the students to read the partners\' homework to share with each other.III.leading in 5.students read the situation ,then translate the meaning .pay attention to the important phrases .6.students read the letter ,then translate the meaning .pay attention to the important phrases .7.students write the reply to the letter .
Thank you for your letter of 12th October ,2004,and I am very glad to get your order for 200 Super mobile hard disks .I am very sorry to tell you ,that our Super mobile hard disks are out of stock ,but we are producing now .200 disks ordered by you will be sent as soon as they are available ,about in two days .And the price
is $150 each,the total amount is $30,000 ,the money should be transferred into the account on completion of order .We can aure you that the disks are in high quality and the quality guarantee letter will be enclosed in each package .at last ,I must say sorry to you again for the inconvenience we bring to you . I look forward to meeting you .4.Check your work by considering the following points .1)layout
a letter needs your company addre at top right hand corner ,date at top right hand corner below senders addre,name /addre of recipient beneath date on left hand side ,correct salutation ,complimentary close .
2) indentify the relevant information and present it in a suitable order .a good busine letter is concise ,it keeps to the point .to write a letter ,you must organize your thoughts ,jot dow 3)language and tone
4）spelling ,grammar and punctuation Practice : A customer want to buy 1000 red purses ,he thinks red purses have a good market .But you only have black purses in your company ,so you try to pursade the customer to buy the color .in fact ,black is a sign of grave ,it is popular .Especially the people in Asian countries prefer black .The price is $100 ,and the bottom price is $80.5．Marketing : 1)Para .one I Speak: Give some examples of promises which producers make in Chinese or English .2)Para .two
Student read the text.
6 Teacher explains the text.3)para.Three: Teacher explains the text : talking : Give one example that your partner told you: he or she does marketing when buys goods.Requirement :at least speak English partly .Subject:speaking ,communicating , ability 4)para.four : Tercher explains .Paage B 市场管理哲学 1.生产概念 背景：
举例说明。并分析企业只注重生产会产生什么恶劣现象。 2.产品概念 背景：
企业一般注重产品的什么方面？这样又会产生什么后果？ 3.销售概念
销售产品的优劣势分析。 4.市场营销概念
市场营销和前面几种比较有什么优势？ 5.社会市场营销概念
举例说明社会市场营销观念。 Exercese :
Leon
six ONE、review paage b : 问题：下列现象各属于哪种观念？
1、篮天公司致力于环保技术的研究，开发出了系列产品，取得了很大的社会、经济效益。
2、腾飞公司在非典期间，大量生产口罩，由于需求大，产量跟不上，就把次品掺进里面充数。
3、海滨市有许多生产服装的企业，竞争激烈。有一家企业看到服装竞争激烈，而服饰产品却很少有企业生产，于是改行做服饰。
4、朝晖公司因最近产品质量不好，老遭到顾客投诉，并且严重影响了销售，仓库货存过多，于是决定改进质量。
5、小太阳洗衣机厂产品质量很好，但由于最近洗衣机企业增多，客户大量减少。决定派业务代表去各地推销产品。
Unit two
One.Objectives one read ,one interpret .
Two .Memos
1.The cla read first ,than one read .2.Interpret :one group finish 3.Steps for writing a busine memo.1.)layout
Practical teaching .Requirement : 1.Students teaches.(come to the cla ,and be a teacher ) 2.time limited:5 minutes.2)identify relevant information .3)write the memo Students explain it .Ask :what is the difference between letters and memos?
Unit 1 busine letters
The third leon
Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing busine letters.2.to understand and use language related to busine letters .Reading: 1.to learn about what marketing and market is .2.to understand the five alternative concepts under which organizations conduct their marketing activities .Teaching way : Let the students practise ,and make some discuion .Teaching Procedures: I.Showing the teaching aims II.Revision Teacher ask some questions : 4.how many steps you should consider when you begin to write a busine letter ? 5.what kind of personal quality should you have when deal in busine ? III.leading in students read the situation ,then translate the meaning .pay attention to the important phrases .1.students read the letter ,then translate the meaning .pay attention to the important phrases .department manager ,complaint letter ,old customer ,overcharged part ,refert to ,look into , 2.students read the letter .let some students correct the mistakes .3.students translate the meaning of the letter .4.students write the reply to the letter .
Check your work by considering the following points .Practice four : According to the situation ,write the reply to the letter .
9 Paage A
Learn the new words ,then teacher explains the meaning .Students read the text one by one .Teacher let students translate the meaning of the text .Exercese Page 14:2,3
Unit 1 busine letters
The fourth leon
Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing busine letters.2.to understand and use language related to busine letters .Reading: 1.to learn about what marketing and market is .2.to understand the five alternative concepts under which organizations conduct their marketing activities .Teaching way : Let the students practise ,and make some discuion .Teaching Procedures: I.Showing the teaching aims II.Revision Teacher ask some questions : 1.what is the difference between sales and marketing ? 2.what is the most important for a busine man ? III.leading in Students read the situation ,then translate the meaning .pay attention to the important phrases .Students read the letter ,then translate the meaning .pay attention to the important phrases .Students read the letter .let some students correct the mistakes .Students translate the meaning of the letter .Students write the reply to the letter .Some important words and expreions : National expre service company ,regulation tax ,postage is paid ,sales manager Paage
Learn the new words ,then teacher explains the meaning .Students read the text one by one .Teacher let students translate the meaning of the text .
11 Marketing : 1.the concept of marketing .2.the goal of marketing .3.the function of marketing Exercise Page 14:2,3
Unit 2 memos
The fifth leon
Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing busine letters.2.to understand and use language related to busine letters .Reading: 1.to learn about what marketing and market is .2.to understand the five alternative concepts under which organizations conduct their marketing activities .Teaching way : Let the students practise ,and make some discuion ,create some situations .Teaching Procedures: I.Showing the teaching aims II.Revision Teacher ask some questions : 1.Whati is four p ? 2.what is the strategy of product ,promotion ?please give some examples ? 3.teacher ask some students to translate some words and expreions .III.leading in Students read the situation ,then translate the meaning .pay attention to the important phrases .Students read the letter ,then translate the meaning .pay attention to the important phrases .Students read the letter .let some students correct the mistakes .Students translate the meaning of the letter .Students write the reply to the letter .Some important words and expreions : National expre service company ,regulation tax ,postage is paid ,sales manager Paage
Learn the new words ,then teacher explains the meaning .Students read the text one by one .
Teacher let students translate the meaning of the text .Marketing
management
Ask students read the text ,and then trnaslate the meaning .Pay attention to the important phrases .Marketing management : 1.the production concept .2.the product concept 3.the selling concept 4.the marketing concept
5.the societal marketing concept
Discuion : How to build a profitable relationship with your customer ? Exercise
1.answer the following questions
2.match the word in column a to the word in column b .3.translate the following sentences into chinese .
Unit 2 memos
The sixth leon
Properties: Recorder,multifunctional media Teaching Objectives: Writing: 1.to Practise writing busine letters.2.to understand and use language related to busine letters .Reading: 1.to understand why marketing strategic planning is so important to an organization and how to make such a planning .2.to learn what market segmentation fefers to and the factors that might influcence the market segmentation .Teaching way : Let the students practise ,and make some discuion ,create some situations .Teaching Procedures: I.Showing the teaching aims II.Revision Teacher ask some questions : What is the difference between formal busine letters and memos .III.leading in Practice four Translation : The statistics on total sales during the last half year which you want were attached .These statistics are in the base of the last six months.please contact me if you want the details of sales in each department or you need discu with me
Please offer me a copy of the report you write according to the statistics .Thanks .Ask students read the text ,and then trnaslate the meaning .PASSAGE A
Pay attention to the important phrases .students read the paage ,then answer the questions .Activity : All the cla depart into eight groups .Scene design : 一个客户通知你（外贸人员），她的货（10000个木制相框）要下周三之前出货。那么你如何安排？ 主要内容如下：
询问：生产部：货物是否全部做完？或什么时候做完？并告知其客户的出货时间。
包装部：询问包装此批货物要多久？核算是否可以按时出货。
船运部：是否能出货？
2.如果你打算做一个培训公司，项目是做中小学英语的培训。你如何做市场策划。 Exercise Page 28:1,2,3
Unit 2 memos
The seventh leon
Properties: Recorder,multifunctional media Teaching Objectives: Writing: 1.to Practise writing busine letters.2.to understand and use language related to busine letters .Reading: 1.to understand why marketing strategic planning is so important to an organization and how to make such a planning .2.to learn what market segmentation fefers to and the factors that might influcence the market segmentation . Teaching way : Let the students practise ,and make some discuion ,create some situations .Teaching Procedures: I.Showing the teaching aims II.Revision Teacher ask some questions : 1.What is the use of marketing strategic planning ? 2.can you talk about something about the sentence “if you fail to plan ,you are planning to fail .” III.leading in A customer named jack from America comes to your company ,and complains the defects of the products ,he bought 1000 radios from your company last month .:1.the sound effect is not clear and loud enough 2.there is a shortage of fifty ones
If you are a director in busine department, you and your colleagues come to the meeting room and discu the problems with the customer .one of your colleagues from packaging department ,and one from producing department .The customer
complains the problems .You should give the good resolution .you must satisfy the customer .the director in producing department should explain the problem about quality ,and the other one should explain the problem about the shortage ,and they should say sorry to the customer .At last your customer leaves with happine .Exercise Page 31:2
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Unit 2 memos Paage B One .New words
Students read the words .then let them translate each other .Two .paage B 1.read the part 1, need ,want ,interest :which are different ,let students give examples .Q : 1)What is market segmentation?
2)What is the objective of market segmentation? 2.
part 2
1) students give examples: geographic factors affects buying .2) question:how many religions in the world? students give examples 3)
teacher give examples:different girls buy different clothes.4) Teacher asks two students : Q:1)When you buy mobile phone ,what kind of product use factors affect your buying decision ? Discuion : If we are makes of air conditioners .the prices of our products are lower, quality is so so ,our brand is not famous ,and the life tern is about 10 years .the styles are not many ,noises is in line with national standard ,and can save electric power .then we have to make market segmentaion ,if we consider the above factors ,then how to segment our market ? 3.part 3
Question :Why subtle differences between products are so important to marketing ?please make some examples .Discuion : If there are some common products ,and if you are making such kind products .What kind of subtle differences will you make ? Requirement : 1)workable
2)other students can question it . Lcd Tv ,mobile phone ,cup ,ladys’ bag ,digital camera ,ear phone ,pen ,light , 4.part 4 Question :what is the general idea of the part ? 5.
the last part .Q:1.)if you can not find difference in your products ,can you make market segmentation ? 2)What are the reasons to segmentation which is pointed in the first line of the text ? Exercise : Page 31
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Unit 2 memos
The eighth leon
Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing busine letters.2.to understand and use language related to busine letters .Reading: 1.to understand why marketing strategic planning is so important to an organization and how to make such a planning .2.to learn what market segmentation fefers to and the factors that might influcence the market segmentation . Teaching way : Let the students practise ,and make some discuion ,create some situations .Teaching Procedures: I.Showing the teaching aims II.Revision Teacher ask some questions .III.leading in PASSAGE A
Keep the following things in mind : 1.细分市场或目标市场是可以操作的。
2.每一细分市场必须足够大，有固定的客户群体。 3.每一细分市场要求有自己单独的市场计划。
4.使用二手的资料来做调查研究，这些外部二手资料包括： 1） 行业协会出版物。 2） 基本的研究出版物。
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3） 外部市场调查机构做的调查资料。 5.进行分析:
1） 注意重要的竞争者的市场营销的努力行动，并复制其行为。 2） 和重要的客户谈论关于新产品引进的问题。
3） 通过对一些个人或群体进行定量分析，分析其需求。
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Unite
two
一、recite words
二、
Example : ★纵观中国乳业，目前行业内的竞争体现如下特点：全行业增长势头强劲，液态奶企业盈利居多；企业投入规模迅速加大，产品结构和质量提高明显；国内龙头企业占据明显的市场优势，世界著名品牌主动与国内企业寻求合作。
细分市场
★四川智强集团董事长唐科全先生说：“企业进入一个行业至少有两种思考模式：一是摸清市场潜在需求，抢先进入，争得头啖汤，赚取超前利润；二是瞄准一个快速增长的行业，凭借资金、技术等方面的实力，采取差异化策略，强行或巧妙介入，搭乘顺风船。”
“8年前智强曾经创造了一个食品品项———小包装核桃粉，我们也确实占到了领先者的先机，成就了智强集团的今天。但同时我们也尝到了领头羊的苦恼，当智强用广告、促销等手段把核桃粉市场轰开之后，其它一些中小厂家便快速跟进，以低价等手段蚕食本就有限的核桃粉市场份额。实事求是地说，虽然智强仍旧是核桃粉市场不容争议的老大，销售总量每年都有提升，但核桃粉的总体市场份额却受到明显冲击。”
★作为乳业新军，智强集团拥有一定的资金与网络实力，但与“光明”、“伊利”等行业巨头相比，显然是不占优势的；与各区域的乳品“诸侯”相比，也不占据“鲜”与“廉”的优势。于是，似乎只有一条路可以选择，那就是细分市场进行差异化经营。
★智强集团占据核桃粉产品一半以上的市场份额，手中握有全国“核桃粉研磨速溶”国家发明专利和核桃粉产品中唯一一个获得“增强记忆力”功能审批的“保健食品”批号。此次介入液态奶领域，智强充分整合企业原有的优势资源。产品上市初期扬长避短，把核桃奶作为主攻方向，心无旁骛地倾力主攻细分市场———核桃奶单品。
★目前在整个液态奶领域，核桃奶只不过是花色奶中一个很小的品种，很少有厂家把它作为拳头产品主推，市场上也仅限核桃奶和核桃花生奶两个品种，且生产厂家不多。但就是这“生产厂家不多”的“小品种”，每年国内市场的总销售额也绝不少于10亿元(虽然仅占整个液态奶销量的1／30不到，但个别厂家已达1／3甚至更多)，市场容量不可小觑。
谈谈你对市场细分的理解。
Practical activity :
The target market decision : If your company mainly produces the products:
23 Clothes,computers , drinks ,pens ,cars,books, Lcd Tv ,mobile phone ,cup ,ladys’ bag ,digital camera ,ear phone ,light , what kind of customer you should satisfy ?how to decide your target market according to the performance of your products ?how to segment your markets ?.
24
Unint
一、Notices ：
Read the introduction for a few minutes ,then let some students read .teacher asks some questions : 1.what is the use of notice ? 2.who gives the notice ,and to whom ? 3.what is the difference between it and memos ?
二、steps
Students finish it 。
practice one
students read one by one ,and then translate one by one .Exercise Page 32:4
Unit
3 Leon 2
一、underline the phrases:
二、Text : 1) read words
2) make sentence with words and phrases the proce has four steps .Reading material : 如何进行市场调查
市场调查是一项技术性很强的工作。这些技术掌握得如何，直接关系到调查的效果。以下简要介绍一下调查对象的选择技术、问卷的设计技术和提问技术等。
调查对象的选择技术
一，市场普查
市场普查是以市场调查的总体为对象，主要是对市场上某些商品进行一次全面调查。例如，库存商品普查，某种商品的社会饱和量普查等。市场普查是专门组织的调查活动，主要用于搜集那些不能或不宜通过正常调查取得的比较全面的、精确的统计资料。市场普查有两种形式：一种形式是组织专门的普查机构和人员，对调查单位进行直接调查；另一种形式是利用机关团体、企业内部的统计报表进行汇总。
25 市场普查的最大优点是取得的资料比较准确。但是，进行市场普查工作量很大，调查内容有较强的时效性，因此需动员较多的人力、物力；同时，有些内容不宜进行市场普查，所以这种方式在市场调查中很少使用。
市场普查是以市场调查的总体为对象，主要是对市场上某些商品进行一次全面调查。例如，库存商品普查，某种商品的社会饱和量普查等。市场普查是专门组织的调查活动，主要用于搜集那些不能或不宜通过正常调查取得的比较全面的、精确的统计资料。市场普查有两种形式：一种形式是组织专门的普查机构和人员，对调查单位进行直接调查；另一种形式是利用机关团体、企业内部的统计报表进行汇总。
市场普查的最大优点是取得的资料比较准确。但是，进行市场普查工作量很大，调查内容有较强的时效性，因此需动员较多的人力、物力；同时，有些内容不宜进行市场普查，所以这种方式在市场调查中很少使用。
二，重点调查
重点调查是通过对使用本企业产品的重点用户和重点地区进行调查，来达到对全局基本了解的目的。重点调查所选择的对象要能对本企业营销产生较大影响，例如购买本企业产品占全部销量的比例较大，或者是老客户，或者对其他用户的购买有一定影响等。这种调查可以使企业用较少的人力、物力、财力、时间取得重要的市场资料，但其准确性不如市场普查。
三，抽样调查
抽样调查是一种非全面调查。它是根据概率分布的原则，从被调查总体中抽出一部分单位作为样本进行调查，以此推断总体的一种方法。这种方法可能产生一些误差，但它比普查花费的时间少，成本低，并且有些无法进行市场普查的内容也可以采用，无力进行普查的企业也能进行。同时在经过普查的地方，还可以利用抽样调查对普查的资料进行核对和修正。所以，抽样调查是调查中常用的方法，已被广泛用于企业的市场调查中。
调查中抽样的多少，从数据的准确性来看，是越多越好，但数据越多，成本也越高。因此，抽样的数量应按照被调查事物的性质确定，如果被调查对象之间的差距不大，采用少量样本即可；如果差距大，则需多抽样。
市场调查可分为四个阶段：调查前的准备阶段、正式调查阶段、综合分析资料阶段和提出调查报告阶段。
一、调查前的准备阶段。对企业提供的资料进行初步的分析，找出问题存在的征兆，明确调查课题的关键和范围，以选择最主要也是最需要的调查目标，制定出市场调查的方案。主要包括：市场调查的内容、方法和步骤，调查计划的可行性、经费预算、调查时间等等。
二、正式调查阶段。市场调查的内容和方法很多，因企业和情况而异。
市场调查的内容，综合起来，分为四类：
1、市场需求调查，即调查企业产品在过去几年中的销售总额，现在市场的需求量及其影响因素，特别要重点进行购买力调查、购买动机调查和潜在需求调查，其核心是寻找市场经营机会。
2、竞争者情况调查，包括竞争对手的基本情况、竞争对手的竞争能力、经营战略、新产品、新技术开发情况和售后服务情况，还要注意潜在的竞争对手。
3、本企业经营战略决策执行情况调查，如产品的价格、销售渠道、广告及推销方面情况、产品的商标及外包装情况、存在的问题及改进情况。
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4、政策法规情况调查，政府政策的变化、法律、法规的实施，都对企业有重大影响，如税收政策、银行信用情况、能源交通情况、行业的限制等等都对企业和产品关系重大，也是市场调查不可分割的一部分。市场调查的方法，可分为两大类：统计分析研究法和现场直接调查法。统计分析研究就是在室内对各种资料进行研究的方法，其前提是对已有的统计资料和调查资料进行系统研究和分析。一般说来，生产资料市场研究较多地采用这种方法，消费资料市场则以现场调查为主。现场直接调查又可分为三种：①询问法，有当面询问、座谈集体询问、电话询问、信函询问等。②观察法，有到销售现场观察、生产现场观察、使用现场和家庭现场观察等。③试验法，向市场投放部分产品进行试销，看消费者的反应，以检验产品的品种、规格、花色款式是否对路、价格是否适中等。
三、综合分析整理资料阶段。当统计分析研究和现场直接调查完成后，市场调查人员拥有大量的一手资料。对这些资料首先要编辑，选取一切有关的、重要的资料，剔除没有参考价值的资料。然后对这些资料进行编组或分类，使之成为某种可供备用的形式。最后把有关资料用适当的表格形式展示出来，以便说明问题或从中发现某种典型的模式。
四、提出调查报告阶段。经过对调查材料的综合分析整理，便可根据调查目的写出一份调查报告，得出调查结论。值得注意的是，调查人员不应当把调查报告看作是市场调查的结束，而应继续注意市场情况变化，以检验调查结果的准确程度，并发现市场新的趋势，为改进以后的调查打好基础。
三、Exercise
四、Selling Practice : A customer in South Korea wants to buy 1000 red bags ,he thinks red ones have a good market in his country.But your company only has black ,so you try to pursade the customer to buy the black bags.In fact ,black is popular in Asian countries .And the price of each is costed $100 in present market ,and the cost is $60 in your company .Requirement :1.One student as a salesman ,the other as the customer .2.Try you best to get more profit.A customer named jack from America comes to your company ,and complains the defects of the products ,he bought 1000 radios from your company last month .:1.the sound effect is not clear and loud enough 2.there is a shortage of fifty ones
If you are a director in busine department, you and your colleagues come to the meeting room and discu the problems with the customer .one of your colleagues from packaging department ,and one from producing department .The customer complains the problems .You should give the good resolution .you must satisfy the customer .the director in producing department should explain the problem about quality ,and the other one should explain the problem about the shortage ,and they should say sorry to the customer .At last your customer leaves with happine .
27
Unit 3 notices
The ninth leon
Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing busine letters.2.to understand and use language related to busine letters .Reading: 1.to understand why marketing strategic planning is so important to an organization and how to make such a planning .2.to learn what market segmentation fefers to and the factors that might influcence the market segmentation . Teaching way : Let the students practise ,and make some discuion ,create some situations .Teaching Procedures: I.Showing the teaching aims II.Revision Teacher ask some questions .III.leading in 一.Asking questions :
1.What is your advantage when you seek for a job?
2.What is your favorite job ,and give the reason ?
3.Do you know what is the use of English in a foreign trading company ? 二.Students’s teaching proce
conclude the difference between memo and notice: 1.layout. 2.given by leaders or boes. 3.leading relation involved 三 .practice one
28
students read the situation ,and teacher translates it .
students read the notice for a few minutes .let students read it fluently.then four students translate it .
四
One .Recite some words : Two.Text p 1 Read it .In five minutes.Interpret the sentences in groups .Q: 1.2.p 2 Read it .Interpret the sentences in groups .Q: 1.The difficulties of international research.2.students talk about some cultures ,economic situations ,customs ,buying habits in different countries.P 3 Reading competition.Teacher interpret the sentences.Background :research services.Q: 1.conclude the meaning of the part .Discuion : If you want to begin a clothes shop in a city ,how to make a research plan .
29 conclude the meaning of the part .teacher tells a story .students listen and interpret it .
the topic : how coca-cola comes into foreign market .
Three.Practical exercise 1.selling practce :
1.If your company attends a trade fair ,and there are two people from your company in the fair ,including a busine director ,a sales clerk .Your products may be :car ,watch ,cup ,pen,computer ,clothes ,shoe,cap ,electronic dictionary etc.And a foreigner wants to buy 10,000 pieces ,please start a conversation .
Requirement : 1.
Each
group have a company name ,and write in on the blackboard .2.
Each
group spends le than five minutes .3.
The two people should talk with the customer 4.
The company should make the most profit in the condition of customer’s satifaction .2.A customer in South Korea wants to buy 1000 red bags ,he thinks red ones have a good market in his country.But your company only has black ,so you try to pursade the customer to buy the black bags.In fact ,black is popular in Asian countries .And the price of each is costed $100 in present market ,and the cost is $60 in your company .Requirement :1.One student as a salesman ,the other as the customer .2.Try you best to get more profit.
3.A customer named Jack from America comes to your company ,and complains the defects of the products ,he bought 1000 radios from your company last month .:1.the sound effect is not clear and loud enough 2.there is a shortage of fifty ones
If you are a director in busine department, you and your colleagues come to the meeting room and discu the problems with the customer .one of your colleagues from packaging department ,and one from producing department .The customer complains the problems .You should give the good resolution .you must satisfy the customer .the director in producing department should explain the problem about quality ,and the other one should explain the problem about the shortage ,and they should say sorry to the customer .At last your customer leaves with happine .
30
Pa 4 Read the text in five minutes .Translate the text in group.Q: 1.Speak difference from country to country in Eglish ? 2.discuion
How do you think of Chinese eating culture ? Pa 5: Read the text in five minutes .Translate the text in group.Q: 1.the positive side of internet 2.the negative side of internet pa 6 Read the text in five minutes .Translate the text in group.Q: What kind of information do you often get from internet ? Pa 7: Read the text in five minutes .Translate the text in group.Q:Do you want to do your busine in internet in the future ?what kind of busine do you want to do ?
31
Unit 3 notices
The tenth leon
Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing busine letters.2.to understand and use language related to busine letters .Reading: 1.to understand why marketing strategic planning is so important to an organization and how to make such a planning .2.to learn what market segmentation fefers to and the factors that might influcence the market segmentation . Teaching way : Let the students practise ,and make some discuion ,create some situations .Teaching Procedures:
32
I.Showing the teaching aims II.Revision Teacher ask some questions .III.leading in PASSAGE A
Keep the following things in mind : paage A marketing research 1.Read the words : 2.read the following paage :
企业需要不同种类的信息。这些
为了给顾客提供优质的服务以及提高其满意度，信息不仅可以帮助经理作出更好的决定，而且也可以作为重要的市场营销的工具。在现在的营销领域，企业的信息可以成为其竞争优势。竞争者可以复制其他人的设备，产品，程序，但是他们不能复制信息。
在以前，很多的公司规模比较小，都首先知道其客户。经理们通过观察周围的人，问其问题，可以得到一些信息。今天，一些因素导致产生了对更多，更好，更快信息的要求。有一些公司已经把规模做到全国，或全球，他们需要更大，更远市场的更多信息。由于收入的增加，客户的选择更多了，卖者需要更了解顾客对不同产品的反应的信息。由于企业会使用更负责的营销方法来达到目的，因此他们面对更多的竞争，他们需要信息来使得营销工具更有效。
市场经理可以通过很多途径来获得信息，其中一个重要的方法就是市场调查。市场调查是对该企业所面临的特别市场营销环境相关的资料进行系统设计，收集，分析，报告。市场调查存在于许多行为中，从潜在市场和市场份额研究到客户满意和购买行为的估计，对定价，产品，分销，宣传的研究。
一个企业可以通过自己的调查部门，依靠自己的研究技巧和资源进行市场调查工作，或者让外面公司做部分或全部的调查工作。尽管大部分的大型公司有自己的市场调查部门，他们也经常让外面的调查机构来做一些特别的研究或承担特别的任务。如果没有市场调查部门的公司必须向市场调查公司购买调查服务。 市场调查的步骤：
1.阐述问题和市场调查的目的。
2.调查计划的起草：包括调查途径，联系方式，样品计划，调查使用工具等。 3.执行计划：收集，加工，分析信息。
33 4.说明和报告调查的发现和线索。 例如：
制氧机开发的市场调查
1.现在的学生学习压力大，负担重，经常会心力交瘁，而又强迫自己继续学习，对身体的健康有很大影响。另外，在重要的考试当中，往往会因为过度紧张或思考过度导致缺氧，状态不佳，而影响考试成绩。因此，本公司希望开发一种制氧机，可以让学生在疲劳时吸收足够的氧气，使人心旷神怡，减轻或消除疲劳。提高学习效率，有利于身体健康。在考试时也可以达到最佳心里状态，取得更好考试成绩。做市场调查的目的就是了解是否可以开发这块学生市场。
2.调查途径：谈话，发案卷，上网搜寻相关信息等。主要采取谈话法。谈话对象是中学生，地方为杭州各中学，人数每校10人。
3.执行计划的信息为：80%的学生赞同该产品开发，10%不赞同，剩下的不置可否。赞同的认为要方便，最多矿泉水那么大，要方便放置，方便携带。最好是插电和电池两用的。价格约200元左右。不赞同的认为自己学习疲劳会休息，不需要用这样的产品。
分析：该产品可以生产，先试投产10000个。 4.略。
Unit 3 notices
The eleventh leon
Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing busine letters.2.to understand and use language related to busine letters .Reading: 1.to understand why marketing strategic planning is so important to an organization and how to make such a planning .2.to learn what market segmentation fefers to and the factors that might influcence the market segmentation . Teaching way :
34 Let the students practise ,and make some discuion ,create some situations .Teaching Procedures: I.Showing the teaching aims II.Revision Teacher ask some questions .III.paage a
Read the paage ,and then tell the general meaning one by one .then do the exercises in page 46,47.
35 Exercise :
Oral english practise :
Self introduction
Unit 4 busine reports
The twelveth leon
Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing busine letters.2.to understand and use language related to busine letters .Reading: 1.to understand why marketing strategic planning is so important to an organization and how to make such a planning .2.to learn what market segmentation fefers to and the factors that might influcence the market segmentation . Teaching way : Let the students practise ,and make some discuion ,create some situations .Teaching Procedures: I.Showing the teaching aims II.Revision Teacher ask some questions .III.unit four
busine reports Read the situation one by one . Text :the busine report
Students translate the title of the report .Terms of reference:read first ,then one translate it ,or one tell the general meaning .ricite some sentences .二.practical conversation : Travelling by air
36
ONE
A:中国东方航空公司，上午好。需要帮助吗？ B:我想订两张六月九日飞往北京的机票。
A: 请稍等。对不起，先生，六月九日没有直飞北京的航班。你必须在莫斯科转机。 B: 那什么时候有到北京的直达航班？ A:第二天上午十点有一个班机从马德里起飞。 B:好的，我要这个航班。
TWO A:先生，请问你们姓名。 B:…….A:你需要头等舱还是经济舱？ B:经济舱，机票多少钱？
A 两张票一共2000美元，你们可以在拿票的时候付款。 B:好的，谢谢。我下个星期三来拿票。 A：可以，再见。 B:再见。
A …先生，很高兴见到你。旅途还愉快吗？
B
….先生，很高兴见到你。我今天先找个宾馆，明天就想去贵公司看下，能否安排下？
A
好的，没问题。旅馆已经找好了。在长安路三十号北京宾馆。我们经理已经准备好了，一直等你的到来。
B
太谢谢了，你们考虑的太周到了。现在是下午六点。那让我们走吧。
37
One、recite some words Two、practical employment :
If you graduated from Jinhua Vocational College
.Then you want to find a job in the talents market .And one day ,you go to the market .And find some positions of a company .You are interested in one job .Then you enquire something about the job ,so the interview begins .
Requirement : 1.Each group dispatchs one student to apply for one job .2.Each job hunter should speak English fluently .3.each job hunter should introduce himself/herself ,and answer some questions relate to the job .
Employment
Lantian media organizations to become China\'s best integrated media experts, established in 1997, is headquartered in Beijing.The company is mainly involved in the field of IT busine, communications, chemical, clients include multinational corporations and local international famous brands.We have Nearly 100 employees, and more than 90% from 4A advertising company and world famous enterprises.Humanity management is a solid foundation for the growth of our team and the high quality of our products is the principle of service to customers.As the rapid development of our company ,we need to employ some talents : 3.Busine Aistant in Foreign Trading
Department .daily job :help the director to prepare documents ,deal with daily busine matters , recept customers.Requirement : 1.)good oral english 2.)good communication skills ,good computer skills 3.)busine techniques 4)Diligent, careful, honest, studious 2.Office clerk : daily job : answering telephone, proceing information, the reception the guests, arranging meeting.
Requirement : 1)good oral english .2)good communication skills ,good computer skills .3)careful , 3.English teacher
daily job : teach the other employees’english ,mainly the busine english .Requirement : 1)good oral English .2)good teaching skills 3)be responsible to the job
38 蓝天公司传播机构致力成为中国最好的整合传播专家，成立于1997年，总部设在北京。公司主要业务领域涉及IT、通讯、日化,客户包括跨国公司及本土国际化知名品牌。目前企业有员工近百人，90%以上来自4A广告公司与国际知名企业。人性化管理是我们团队稳固成长的基础、产品质量卓越是我们服务于客户的原则。
Three \\
Unit 4 busine reports
The thirteenth leon
Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing busine letters.2.to understand and use language related to busine letters .Reading: 1.to understand why marketing strategic planning is so important to an organization and how to make such a planning .2.to learn what market segmentation fefers to and the factors that might influcence the market segmentation . Teaching way : Let the students practise ,and make some discuion ,create some situations .Teaching Procedures: I.Showing the teaching aims Employment : One .Introduce yourself : Two .Read a paragraph Three :Translation:
39 Thank you for your letter of 20 January 2004.We are disappointed to hear that our price for cigarette lighters is too high .
We have known that our goods had damaged in shipment .That a great deal ,we must try our best to satisy our customers .Marketing is very impront to a busine.Four .Answer questions .If you are a busineman ,how to develop your customers .
Unit four One .Translation
1.起草一个报告
2.代表我
3.2008年9月4日的来信 4.支付条款
5.相关的信息
6.向你做真诚的道歉。 7.look into the matter
8.take measures
9.concept of market 10.core marketing function 11.keep the promises 12.make efforts to
Two .Reading competition 1.This is to introduce Mr.Frank Jones, our new marketing specialist who will be in London
from April 5 to mid April on busine.
We shall appreciate any help you can give Mr.Jones . Yours faithfully 2.Dear Mr./ Ms,
We are pleased to introduce Mr.Wang You, our import manager of Textiles Department.Mr.Wang is spending three weeks in your city to develop our busine with chief manufactures and to make purchases of decorative fabrics for the coming season.
We shall be most grateful if you will introduce him to reliable manufacturers and give him any help or advice he may need.
Yours faithfully Three.translation :
40 1.尊敬的先生/小姐，
现向您推荐我们的市场专家弗兰克·琼斯先生。他将因公务在四月15日到四月中旬期间停留伦敦。
我们将非常感谢您向琼斯先生提供的任何帮助。
您诚挚的
2.尊敬的先生/小姐，
我们非常高兴向您介绍我们纺织部的进口经理王有先生。王先生将在你市度过三周，他要与主要的生产厂家拓展商务并为下一季度采购装饰织品。
如能介绍他给可靠的生产厂家，向他提供所需的任何帮助或建议，我们将不胜感谢。
您诚挚的
Four .english topic : 1.Homework: Page 58:2.3
41 Exercise : One .Interpretation
Two.translation :
Unit four
1.You are an employee of TAIDA electronic company .2.I would like to attend the international fair in GuangZhou next month .3.International demand for these products seemed to be up and this might be a good year for your company to develop your busine globally .4.Will you please draft a reply for me to this letter on my behalf ,tell them our products are out of stock.5.I am writing to order 3000of your caps at your advertised price of $ 2 each .Three.Asking questions : Requirement :the student who are called by teacher ask the other any question with an except of personal secret.
If any one failed ,his or her number will be written on the blackboard .and there will be a little punishment .the punishment will be dicided by the cla .
Unit 5 leaflets
The fourteenth leon
Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing busine leaflets
2.to understand and use language in order to be striking . .Reading: 1.to understand what product refers to and different types of products .2.to learn how the price affects cosumer’s buying decision and how the price should be set .
42 Teaching way : Let the students practise ,and make some discuion ,create some situations .Teaching Procedures: I.Showing the teaching aims II.Revision answer the following questions :please point out what type of decision making do the following decision makings belong to ?
1.buying an apartment 2.buying skirts
3.buying a soap 4.buying a leather belt
5.buying a drink 6.buying a washing machine
7.buying a basketball III.teaching proce : One .read the new words .Writing activity : 1.introduction :student completes .2.steps for writing a leaflet .students complets .3.practice one : read in groups .translate in groups .4.practice
There is a new film ,the name is :san guo yan yi .you need write a leaflet .Answer questions : 1.what is your routine job when you work in MeiCheng town primary
school ? 2.what is your option ,when you have two choices ,one is a primary school teacher ,the other is an secretary in a trading company ?and why ? 3.how do you think of self –esteem ? 4.what kind of capability do you have ? Reading activity :
exercises : page 70:5.
43 One .outline the words .Two .words and expreions Make sentences: 1) 太晚回去不方便。
2) 这种产品在市场上好卖。 3) 他是一个职业经理人。
4) 这是一个有着良好声誉的公司。 5) 总统应该由全民选举。 Three Text : Reading .Questions : 1.conclude the idea of part 1? 2.what are two kinds of products we know? 3.are all the things in the world products? 4.what is the meaning of the last sentence ? outline the words and expreions .make sentences :refer to :school
44
Unit 4 busine reports
The fifteenth leon
Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing busine letters.2.to understand and use language related to busine letters .Reading: 1.to understand why marketing strategic planning is so important to an organization and how to make such a planning .2.to learn what market segmentation fefers to and the factors that might influcence the market segmentation . Teaching way : Let the students practise ,and make some discuion ,create some situations .Teaching Procedures: I.Showing the teaching aims II.Revision 8.the use of leaflet: 1).it is about a sales or a bargain
45 2)it is about legal rights and rules 3)it is about person’s responsibility 9.what is the rule of a leaflet : 1) easily to read 2) eye catching
3) addre,date ,phone ,contacting person 4) slogan,figures,not full sentence , III.Writing activity:leaflets 1.students teaching : teacher point out the mistakes and merits of teaching .2.steps for writing leaflets
1)layout The rule : Easy to read ,eye catcing ,contain an addre and a date
2) indentify the relevant information and present it in a suitable order .3)Write the letter Pay attention : a.full sentences are not neceary
b.slogans may be useful for pursuading
c.figures are also used to give information briefly and clearly 5) Check your work by considering the following points.a.layout (is your layout proper ) b.information (have you collected all the relevant information and made it up logically ) c.language and tone (are your language and tone appopriate .) d.spelling ,grammar and punctuation (have you checked your spelling ,grammar and punctuation ) 1.practice three
1)studnets read the situation ,then translate the meaning of the text .1) teacher points out some phrases .3) students read the text ,then ask some students read .4) then a student explains the meaning .pay attention to the important phrases .
46 Ⅳ.paage a product Read the new words .Paragraph one : Students read ,then translate the meaning .Teacher ask :the two claes of products .V.exercise : Page 75,3,4
Unit
Unit 6 lists
The sixteenth leon
Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing lists.2.to understand and use language related to lists.Reading: 1.to learn the advertising objectives and the major types of advertising media ..2.to learn the definition of personal selling ,its proce,advantages and disadvangages . Teaching way : Let the students practise ,and make some discuion ,create some situations .Teaching Procedures: I.Showing the teaching aims II.comunication : 1)what is your felling of practice ? 2)what did you learn from the practice ? III.Writing activity:lists
Introduction
1.students read the paragraph
2.teacher asks : what is a list ? Under what circumstances do you use a list ? Layout
Students reads ,ask one student speak the layout .
47 Indentify the relevant information and present it in a suitable order .Write the list
Language in lists should be short ,brief ,and to the point .Check your work by considering the following points . a.layout (is your layout proper ) b.information (have you collected all the relevant information and made it up logically ) c.language and tone (are your language and tone appopriate .) d.spelling ,grammar and punctuation (have you checked your spelling ,grammar and punctuation ) practice one paragraph one
teacher asks a question : why some companies in developed countries move to the other developing countries ? paragraph two
phrases :as well as :make a sentence paragraph two
students read the paragraph ,translate the meaning one by one .teacher asks : if your company meets a low cost competition ,what kind of steps should you take ? phrases :a range of stragegies , paragraph three phrase :weak point teacher asks : what is the strong point of japanese companies ? paage a
reads the new words : teacher tests the students .advertising development teacher asks : what is the advertising development?what factors cause advertising development? Advertising objectives Discuion : What is the objectives of ads?
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Unit 6 lists
The eighteenth leon Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing lists.2.to understand and use language related to lists.Reading: 1.to learn the advertising objectives and the major types of advertising media ..2.to learn the definition of personal selling ,its proce,advantages and disadvangages . Teaching way : Let the students practise ,and make some discuion ,create some situations .Teaching Procedures: I.Showing the teaching aims II.comunication : III.Introduction
Teacher asks questions : 1.What is a list ? 2.What kind of advertisement you have watched before attracted you deeply ? Types of advertising media : Merits and shortcomings Public service advertising
Who organizes the public ads? Organize advertising yourself and use an advertising agency Teacher ask :
49 If your company sells caps ,what kind of media should you choose ?and what is the reason ? Debate : Ads has advantages in modern society ,ads has disadvantages in modern society Exercise : Page 95
Unit 6 lists
The nineteenth leon Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing lists.2.to understand and use language related to lists.Reading: 1.to learn the advertising objectives and the major types of advertising media ..2.to learn the definition of personal selling ,its proce,advantages and disadvangages . Teaching way : Let the students practise ,and make some discuion ,create some situations .Teaching Procedures: I.Showing the teaching aims II.comunication : III.Introduction
Teacher asks questions : 1.how many tpyes of ads media do you know ? 2.if the customer is the college student,which kind of advertisement media would you choose ?why ? Types of advertising media : Merits and shortcomings Public service advertising
Who organizes the public ads? Organize advertising yourself and use an advertising agency
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