第一篇：商務(wù)英語(yǔ)教案Unit 13a Production

BEC Preliminary

Unit 13a Production Objectives: To enable Ss to talk about production processes and problems at work

To practise listening for specific information

To review the passive Important points：Ss listen to a telephone call about arranging a marketing conference and answer true/false questions before filling in a form.Difficult points：Ss scan advertisements about three conference venues for specific

information

Materials needed: Cassette-Pass Cambridge BEC Preliminary

I.Teaching Procedure

Listening 1

Ss order the stages of the baguette making process before listening to the Production Manager to check the order.Ss then listen again and label the machinery in the bakery.Speaking

Ss say what happens at each of the machines in the production line.Language focus

Ss review the passive.Vocabulary

Ss match verbs and nouns taken from the typescript.Ss think of another noun to go with each verb.Speaking

Ss describe a process using as many verbs as possible.II.Language Points 要點(diǎn)解析（聽(tīng)力1 錄音文字稿）

1． They’re weighed and fed automatically into mixers.用料稱(chēng)好重量之后，被自動(dòng)送入攪拌機(jī)中。

2． To increase the shelf-life of the baguettes.以延長(zhǎng)面包的保存期。

3． … the dough enters the first prove for ten minutes.生面團(tuán)進(jìn)入第一個(gè)發(fā)酵機(jī)，在那里放上十分鐘。Prove 為動(dòng)詞 prove(發(fā)酵)的名詞形式，此意指用來(lái)發(fā)酵面團(tuán)的機(jī)器。

4． You have to let it stand for a while so the yeast can react before you form it.讓面團(tuán)流在那里一段時(shí)間，讓酵母發(fā)酵后再制成面包。動(dòng)詞 stand 的意思是處于某種狀態(tài)；react 的意思是：起作用，反應(yīng)。5． This is called proving.這個(gè)階段叫做發(fā)酵。

6． The prove stage is very Important.If the bread doesn’t prove properly, you can’t bake it.發(fā)酵階段很重要，如果面包發(fā)的不好，烤出來(lái)的面包就不好。

III.Grammar 要點(diǎn)解析

英語(yǔ)動(dòng)詞有兩種語(yǔ)態(tài)：主動(dòng)態(tài)和被動(dòng)態(tài)。主動(dòng)態(tài)表示主語(yǔ)是動(dòng)作的執(zhí)行者，被動(dòng)態(tài)表示主語(yǔ)是動(dòng)作的承受者。被動(dòng)態(tài)是由助動(dòng)詞（be）的一定形式＋及物動(dòng)詞的－ed分詞構(gòu)成。以I/ask 為例，謂語(yǔ)動(dòng)詞的被動(dòng)語(yǔ)態(tài)形式有：

BEC Preliminary

一般現(xiàn)在時(shí)

I am asked

一般過(guò)去時(shí)

I was asked 一般將來(lái)時(shí)

I will be asked

過(guò)去將來(lái)時(shí)

I would be asked 現(xiàn)在進(jìn)行時(shí)

I am being asked 過(guò)去進(jìn)行時(shí)

I was being asked 現(xiàn)在完成時(shí)

I have been asked

過(guò)去完成時(shí)

I had been asked 被動(dòng)語(yǔ)態(tài)主要用于以下幾種情況：

1． 不知道或沒(méi)有必要知道動(dòng)作的執(zhí)行者是誰(shuí)，例如：The books are written for children.這些書(shū)是為兒童寫(xiě)的。2． 動(dòng)作的承受者是談話的中心（這時(shí)可帶有by引起的短語(yǔ)），例如：The letter is written by the manager.這封信是由經(jīng)理寫(xiě)的。3． 出于禮貌措辭婉轉(zhuǎn)等方面的考慮，不愿說(shuō)出動(dòng)作的執(zhí)行者是誰(shuí)，例如：You are asked to give a presentation.請(qǐng)你介紹情況。

4.當(dāng)動(dòng)作執(zhí)行者不是別人時(shí)，例如：The house was damaged by the store.房子被暴雨毀壞了。

problems

Listening 2

Ss work in pairs and decide which type of problems would be most common at the bakery.Ss then listen to the Production Manager and check their answers.Ss listen again and complete sentences halves with when and if.Language focus

Ss review the difference between when and if.Ss match sentence halves and complete them with whenlif.Grammar 要點(diǎn)解析

一個(gè)人如果說(shuō)when 則肯定某事將發(fā)生。一個(gè)人如果if, 則不能肯定某事是否會(huì)發(fā)生。試比較：

1． I’ll see you at Christmas when we’re all at Sally’s place.我們圣誕節(jié)時(shí)全都在薩利處聚會(huì)，那時(shí)我會(huì)見(jiàn)到你。（我們肯定會(huì)在薩利處）

2.I’ll see you August if I come to New York.如果我到紐約，8月份我會(huì)去見(jiàn)你。（也許我能來(lái)紐約，也許不能）

Self-study

Language focus

Transformation exercise(passive).Writing

Describing a process(from a flow chart).Vocabulary

Word fields(machines / processes).Exam practice

Memo writing(Writing Test Part 1).Homework Review what has been learned

BEC Preliminary

第二篇：商務(wù)英語(yǔ)教案1

2008年第1學(xué)期

商 務(wù) 英 語(yǔ)

教 案

郭

勝

Unit 1 business letters

The first lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business 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 discussion.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:business letters

1.introduction: usually ,a businessman spends a surprising amount of time in writing a letter ,for he can not afford a personal visit each time he wants to transact business in various parts ot the world.2.steps for writing business letters 1)layout

a letter needs your company address at top right hand corner ,date at top right hand corner below senders address,name /address 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 business 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 aggressive ,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:business knowledge Teacher add:speaking , practical business ability.Two.business 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 business person spends much time in writing letters? 3.what is the use of writing ? 4.what is the use of good business letters? Teacher explain the text : The phrases, making sentence,the use of words, Students in groups :translate the meaning of sentence , Three.steps for writing business 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

中國(guó)北京勝利路67號(hào)的中國(guó)國(guó)際貿(mào)易公司在2010年給他們的客戶美國(guó)紐約東南大街6789號(hào)的紐約電腦公司的約翰先生寫(xiě)信，郵編：23145。內(nèi)容如下：

約翰，我們通過(guò)因特納網(wǎng)知道你們的公司，你們對(duì)電腦進(jìn)口很感興趣。我們有很多質(zhì)量很好的電腦，價(jià)格不貴，如果有需要的話，我們可以給你們郵寄產(chǎn)品圖片和價(jià)格，希望可以合作成功。謝謝。貿(mào)易部經(jīng)理劉明。

exercise : read the practice and recite the important phrases.Lessone 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 class , and one students interpret.4.para 3 :translate.three.underline the special words and phrases.four.reply a letter.Unit 1 business letters

The second lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business 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 discussion.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 assure 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 address at top right hand corner ,date at top right hand corner below senders address,name /address 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 business 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.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.Passage B 市場(chǎng)管理哲學(xué) 1.生產(chǎn)概念 背景：

舉例說(shuō)明。并分析企業(yè)只注重生產(chǎn)會(huì)產(chǎn)生什么惡劣現(xiàn)象。2.產(chǎn)品概念 背景：

企業(yè)一般注重產(chǎn)品的什么方面？這樣又會(huì)產(chǎn)生什么后果？ 3.銷(xiāo)售概念

銷(xiāo)售產(chǎn)品的優(yōu)劣勢(shì)分析。4.市場(chǎng)營(yíng)銷(xiāo)概念

市場(chǎng)營(yíng)銷(xiāo)和前面幾種比較有什么優(yōu)勢(shì)？ 5.社會(huì)市場(chǎng)營(yíng)銷(xiāo)概念

舉例說(shuō)明社會(huì)市場(chǎng)營(yíng)銷(xiāo)觀念。Exercese :

Lesson

six ONE、review passage b : 問(wèn)題：下列現(xiàn)象各屬于哪種觀念？

1、籃天公司致力于環(huán)保技術(shù)的研究，開(kāi)發(fā)出了系列產(chǎn)品，取得了很大的社會(huì)、經(jīng)濟(jì)效益。

2、騰飛公司在非典期間，大量生產(chǎn)口罩，由于需求大，產(chǎn)量跟不上，就把次品摻進(jìn)里面充數(shù)。

3、海濱市有許多生產(chǎn)服裝的企業(yè)，競(jìng)爭(zhēng)激烈。有一家企業(yè)看到服裝競(jìng)爭(zhēng)激烈，而服飾產(chǎn)品卻很少有企業(yè)生產(chǎn)，于是改行做服飾。

4、朝暉公司因最近產(chǎn)品質(zhì)量不好，老遭到顧客投訴，并且嚴(yán)重影響了銷(xiāo)售，倉(cāng)庫(kù)貨存過(guò)多，于是決定改進(jìn)質(zhì)量。

5、小太陽(yáng)洗衣機(jī)廠產(chǎn)品質(zhì)量很好，但由于最近洗衣機(jī)企業(yè)增多，客戶大量減少。決定派業(yè)務(wù)代表去各地推銷(xiāo)產(chǎn)品。

Unit two

One.Objectives one read ,one interpret.Two.Memos

1.The class read first ,than one read.2.Interpret :one group finish 3.Steps for writing a business memo.1.)layout

Practical teaching.Requirement : 1.Students teaches.(come to the class ,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 business letters

The third lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business 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 discussion.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 business letter ? 5.what kind of personal quality should you have when deal in business ? 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.Passage 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 business letters

The fourth lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business 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 discussion.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 business 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 expressions : National express service company ,regulation tax ,postage is paid ,sales manager Passage

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 : 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 lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business 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 discussion ,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 expressions.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 expressions : National express service company ,regulation tax ,postage is paid ,sales manager Passage

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

Discussion : 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 lesson

Properties: Recorder,multifunctional media Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business 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 discussion ,create some situations.Teaching Procedures: I.Showing the teaching aims II.Revision Teacher ask some questions : What is the difference between formal business 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 discuss 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 passage ,then answer the questions.Activity : All the class depart into eight groups.Scene design : 一個(gè)客戶通知你（外貿(mào)人員），她的貨（10000個(gè)木制相框）要下周三之前出貨。那么你如何安排？ 主要內(nèi)容如下：

詢問(wèn)：生產(chǎn)部：貨物是否全部做完？或什么時(shí)候做完？并告知其客戶的出貨時(shí)間。

包裝部：詢問(wèn)包裝此批貨物要多久？核算是否可以按時(shí)出貨。

船運(yùn)部：是否能出貨？

2.如果你打算做一個(gè)培訓(xùn)公司，項(xiàng)目是做中小學(xué)英語(yǔ)的培訓(xùn)。你如何做市場(chǎng)策劃。Exercise Page 28:1,2,3

Unit 2 memos

The seventh lesson

Properties: Recorder,multifunctional media Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business 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 discussion ,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 business department, you and your colleagues come to the meeting room and discuss 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 happiness.Exercise Page 31:2

Unit 2 memos Passage B One.New words

Students read the words.then let them translate each other.Two.passage 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 ? Discussion : 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.Discussion : 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

Unit 2 memos

The eighth lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business 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 discussion ,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.細(xì)分市場(chǎng)或目標(biāo)市場(chǎng)是可以操作的。

2.每一細(xì)分市場(chǎng)必須足夠大，有固定的客戶群體。3.每一細(xì)分市場(chǎng)要求有自己?jiǎn)为?dú)的市場(chǎng)計(jì)劃。

4.使用二手的資料來(lái)做調(diào)查研究，這些外部二手資料包括： 1）行業(yè)協(xié)會(huì)出版物。2）基本的研究出版物。

3）外部市場(chǎng)調(diào)查機(jī)構(gòu)做的調(diào)查資料。5.進(jìn)行分析:

1）注意重要的競(jìng)爭(zhēng)者的市場(chǎng)營(yíng)銷(xiāo)的努力行動(dòng)，并復(fù)制其行為。2）和重要的客戶談?wù)撽P(guān)于新產(chǎn)品引進(jìn)的問(wèn)題。

3）通過(guò)對(duì)一些個(gè)人或群體進(jìn)行定量分析，分析其需求。

Unite

two

一、recite words

二、Example : ★縱觀中國(guó)乳業(yè)，目前行業(yè)內(nèi)的競(jìng)爭(zhēng)體現(xiàn)如下特點(diǎn)：全行業(yè)增長(zhǎng)勢(shì)頭強(qiáng)勁，液態(tài)奶企業(yè)盈利居多；企業(yè)投入規(guī)模迅速加大，產(chǎn)品結(jié)構(gòu)和質(zhì)量提高明顯；國(guó)內(nèi)龍頭企業(yè)占據(jù)明顯的市場(chǎng)優(yōu)勢(shì)，世界著名品牌主動(dòng)與國(guó)內(nèi)企業(yè)尋求合作。

細(xì)分市場(chǎng)

★四川智強(qiáng)集團(tuán)董事長(zhǎng)唐科全先生說(shuō)：“企業(yè)進(jìn)入一個(gè)行業(yè)至少有兩種思考模式：一是摸清市場(chǎng)潛在需求，搶先進(jìn)入，爭(zhēng)得頭啖湯，賺取超前利潤(rùn)；二是瞄準(zhǔn)一個(gè)快速增長(zhǎng)的行業(yè)，憑借資金、技術(shù)等方面的實(shí)力，采取差異化策略，強(qiáng)行或巧妙介入，搭乘順風(fēng)船。”

“8年前智強(qiáng)曾經(jīng)創(chuàng)造了一個(gè)食品品項(xiàng)———小包裝核桃粉，我們也確實(shí)占到了領(lǐng)先者的先機(jī)，成就了智強(qiáng)集團(tuán)的今天。但同時(shí)我們也嘗到了領(lǐng)頭羊的苦惱，當(dāng)智強(qiáng)用廣告、促銷(xiāo)等手段把核桃粉市場(chǎng)轟開(kāi)之后，其它一些中小廠家便快速跟進(jìn)，以低價(jià)等手段蠶食本就有限的核桃粉市場(chǎng)份額。實(shí)事求是地說(shuō)，雖然智強(qiáng)仍舊是核桃粉市場(chǎng)不容爭(zhēng)議的老大，銷(xiāo)售總量每年都有提升，但核桃粉的總體市場(chǎng)份額卻受到明顯沖擊。”

★作為乳業(yè)新軍，智強(qiáng)集團(tuán)擁有一定的資金與網(wǎng)絡(luò)實(shí)力，但與“光明”、“伊利”等行業(yè)巨頭相比，顯然是不占優(yōu)勢(shì)的；與各區(qū)域的乳品“諸侯”相比，也不占據(jù)“鮮”與“廉”的優(yōu)勢(shì)。于是，似乎只有一條路可以選擇，那就是細(xì)分市場(chǎng)進(jìn)行差異化經(jīng)營(yíng)。

★智強(qiáng)集團(tuán)占據(jù)核桃粉產(chǎn)品一半以上的市場(chǎng)份額，手中握有全國(guó)“核桃粉研磨速溶”國(guó)家發(fā)明專(zhuān)利和核桃粉產(chǎn)品中唯一一個(gè)獲得“增強(qiáng)記憶力”功能審批的“保健食品”批號(hào)。此次介入液態(tài)奶領(lǐng)域，智強(qiáng)充分整合企業(yè)原有的優(yōu)勢(shì)資源。產(chǎn)品上市初期揚(yáng)長(zhǎng)避短，把核桃奶作為主攻方向，心無(wú)旁騖地傾力主攻細(xì)分市場(chǎng)———核桃奶單品。

★目前在整個(gè)液態(tài)奶領(lǐng)域，核桃奶只不過(guò)是花色奶中一個(gè)很小的品種，很少有廠家把它作為拳頭產(chǎn)品主推，市場(chǎng)上也僅限核桃奶和核桃花生奶兩個(gè)品種，且生產(chǎn)廠家不多。但就是這“生產(chǎn)廠家不多”的“小品種”，每年國(guó)內(nèi)市場(chǎng)的總銷(xiāo)售額也絕不少于10億元(雖然僅占整個(gè)液態(tài)奶銷(xiāo)量的1／30不到，但個(gè)別廠家已達(dá)1／3甚至更多)，市場(chǎng)容量不可小覷。

談?wù)勀銓?duì)市場(chǎng)細(xì)分的理解。

Practical activity :

The target market decision : If your company mainly produces the products: 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 ?.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 Lesson 2

一、underline the phrases:

二、Text : 1)read words

2)make sentencess with words and phrases the process has four steps.Reading material : 如何進(jìn)行市場(chǎng)調(diào)查

市場(chǎng)調(diào)查是一項(xiàng)技術(shù)性很強(qiáng)的工作。這些技術(shù)掌握得如何，直接關(guān)系到調(diào)查的效果。以下簡(jiǎn)要介紹一下調(diào)查對(duì)象的選擇技術(shù)、問(wèn)卷的設(shè)計(jì)技術(shù)和提問(wèn)技術(shù)等。

調(diào)查對(duì)象的選擇技術(shù)

一，市場(chǎng)普查

市場(chǎng)普查是以市場(chǎng)調(diào)查的總體為對(duì)象，主要是對(duì)市場(chǎng)上某些商品進(jìn)行一次全面調(diào)查。例如，庫(kù)存商品普查，某種商品的社會(huì)飽和量普查等。市場(chǎng)普查是專(zhuān)門(mén)組織的調(diào)查活動(dòng)，主要用于搜集那些不能或不宜通過(guò)正常調(diào)查取得的比較全面的、精確的統(tǒng)計(jì)資料。市場(chǎng)普查有兩種形式：一種形式是組織專(zhuān)門(mén)的普查機(jī)構(gòu)和人員，對(duì)調(diào)查單位進(jìn)行直接調(diào)查；另一種形式是利用機(jī)關(guān)團(tuán)體、企業(yè)內(nèi)部的統(tǒng)計(jì)報(bào)表進(jìn)行匯總。市場(chǎng)普查的最大優(yōu)點(diǎn)是取得的資料比較準(zhǔn)確。但是，進(jìn)行市場(chǎng)普查工作量很大，調(diào)查內(nèi)容有較強(qiáng)的時(shí)效性，因此需動(dòng)員較多的人力、物力；同時(shí)，有些內(nèi)容不宜進(jìn)行市場(chǎng)普查，所以這種方式在市場(chǎng)調(diào)查中很少使用。

市場(chǎng)普查是以市場(chǎng)調(diào)查的總體為對(duì)象，主要是對(duì)市場(chǎng)上某些商品進(jìn)行一次全面調(diào)查。例如，庫(kù)存商品普查，某種商品的社會(huì)飽和量普查等。市場(chǎng)普查是專(zhuān)門(mén)組織的調(diào)查活動(dòng)，主要用于搜集那些不能或不宜通過(guò)正常調(diào)查取得的比較全面的、精確的統(tǒng)計(jì)資料。市場(chǎng)普查有兩種形式：一種形式是組織專(zhuān)門(mén)的普查機(jī)構(gòu)和人員，對(duì)調(diào)查單位進(jìn)行直接調(diào)查；另一種形式是利用機(jī)關(guān)團(tuán)體、企業(yè)內(nèi)部的統(tǒng)計(jì)報(bào)表進(jìn)行匯總。

市場(chǎng)普查的最大優(yōu)點(diǎn)是取得的資料比較準(zhǔn)確。但是，進(jìn)行市場(chǎng)普查工作量很大，調(diào)查內(nèi)容有較強(qiáng)的時(shí)效性，因此需動(dòng)員較多的人力、物力；同時(shí)，有些內(nèi)容不宜進(jìn)行市場(chǎng)普查，所以這種方式在市場(chǎng)調(diào)查中很少使用。

二，重點(diǎn)調(diào)查

重點(diǎn)調(diào)查是通過(guò)對(duì)使用本企業(yè)產(chǎn)品的重點(diǎn)用戶和重點(diǎn)地區(qū)進(jìn)行調(diào)查，來(lái)達(dá)到對(duì)全局基本了解的目的。重點(diǎn)調(diào)查所選擇的對(duì)象要能對(duì)本企業(yè)營(yíng)銷(xiāo)產(chǎn)生較大影響，例如購(gòu)買(mǎi)本企業(yè)產(chǎn)品占全部銷(xiāo)量的比例較大，或者是老客戶，或者對(duì)其他用戶的購(gòu)買(mǎi)有一定影響等。這種調(diào)查可以使企業(yè)用較少的人力、物力、財(cái)力、時(shí)間取得重要的市場(chǎng)資料，但其準(zhǔn)確性不如市場(chǎng)普查。

三，抽樣調(diào)查

抽樣調(diào)查是一種非全面調(diào)查。它是根據(jù)概率分布的原則，從被調(diào)查總體中抽出一部分單位作為樣本進(jìn)行調(diào)查，以此推斷總體的一種方法。這種方法可能產(chǎn)生一些誤差，但它比普查花費(fèi)的時(shí)間少，成本低，并且有些無(wú)法進(jìn)行市場(chǎng)普查的內(nèi)容也可以采用，無(wú)力進(jìn)行普查的企業(yè)也能進(jìn)行。同時(shí)在經(jīng)過(guò)普查的地方，還可以利用抽樣調(diào)查對(duì)普查的資料進(jìn)行核對(duì)和修正。所以，抽樣調(diào)查是調(diào)查中常用的方法，已被廣泛用于企業(yè)的市場(chǎng)調(diào)查中。

調(diào)查中抽樣的多少，從數(shù)據(jù)的準(zhǔn)確性來(lái)看，是越多越好，但數(shù)據(jù)越多，成本也越高。因此，抽樣的數(shù)量應(yīng)按照被調(diào)查事物的性質(zhì)確定，如果被調(diào)查對(duì)象之間的差距不大，采用少量樣本即可；如果差距大，則需多抽樣。

市場(chǎng)調(diào)查可分為四個(gè)階段：調(diào)查前的準(zhǔn)備階段、正式調(diào)查階段、綜合分析資料階段和提出調(diào)查報(bào)告階段。

一、調(diào)查前的準(zhǔn)備階段。對(duì)企業(yè)提供的資料進(jìn)行初步的分析，找出問(wèn)題存在的征兆，明確調(diào)查課題的關(guān)鍵和范圍，以選擇最主要也是最需要的調(diào)查目標(biāo)，制定出市場(chǎng)調(diào)查的方案。主要包括：市場(chǎng)調(diào)查的內(nèi)容、方法和步驟，調(diào)查計(jì)劃的可行性、經(jīng)費(fèi)預(yù)算、調(diào)查時(shí)間等等。

二、正式調(diào)查階段。市場(chǎng)調(diào)查的內(nèi)容和方法很多，因企業(yè)和情況而異。

市場(chǎng)調(diào)查的內(nèi)容，綜合起來(lái)，分為四類(lèi)：

1、市場(chǎng)需求調(diào)查，即調(diào)查企業(yè)產(chǎn)品在過(guò)去幾年中的銷(xiāo)售總額，現(xiàn)在市場(chǎng)的需求量及其影響因素，特別要重點(diǎn)進(jìn)行購(gòu)買(mǎi)力調(diào)查、購(gòu)買(mǎi)動(dòng)機(jī)調(diào)查和潛在需求調(diào)查，其核心是尋找市場(chǎng)經(jīng)營(yíng)機(jī)會(huì)。

2、競(jìng)爭(zhēng)者情況調(diào)查，包括競(jìng)爭(zhēng)對(duì)手的基本情況、競(jìng)爭(zhēng)對(duì)手的競(jìng)爭(zhēng)能力、經(jīng)營(yíng)戰(zhàn)略、新產(chǎn)品、新技術(shù)開(kāi)發(fā)情況和售后服務(wù)情況，還要注意潛在的競(jìng)爭(zhēng)對(duì)手。

3、本企業(yè)經(jīng)營(yíng)戰(zhàn)略決策執(zhí)行情況調(diào)查，如產(chǎn)品的價(jià)格、銷(xiāo)售渠道、廣告及推銷(xiāo)方面情況、產(chǎn)品的商標(biāo)及外包裝情況、存在的問(wèn)題及改進(jìn)情況。

4、政策法規(guī)情況調(diào)查，政府政策的變化、法律、法規(guī)的實(shí)施，都對(duì)企業(yè)有重大影響，如稅收政策、銀行信用情況、能源交通情況、行業(yè)的限制等等都對(duì)企業(yè)和產(chǎn)品關(guān)系重大，也是市場(chǎng)調(diào)查不可分割的一部分。市場(chǎng)調(diào)查的方法，可分為兩大類(lèi)：統(tǒng)計(jì)分析研究法和現(xiàn)場(chǎng)直接調(diào)查法。統(tǒng)計(jì)分析研究就是在室內(nèi)對(duì)各種資料進(jìn)行研究的方法，其前提是對(duì)已有的統(tǒng)計(jì)資料和調(diào)查資料進(jìn)行系統(tǒng)研究和分析。一般說(shuō)來(lái)，生產(chǎn)資料市場(chǎng)研究較多地采用這種方法，消費(fèi)資料市場(chǎng)則以現(xiàn)場(chǎng)調(diào)查為主?，F(xiàn)場(chǎng)直接調(diào)查又可分為三種：①詢問(wèn)法，有當(dāng)面詢問(wèn)、座談集體詢問(wèn)、電話詢問(wèn)、信函詢問(wèn)等。②觀察法，有到銷(xiāo)售現(xiàn)場(chǎng)觀察、生產(chǎn)現(xiàn)場(chǎng)觀察、使用現(xiàn)場(chǎng)和家庭現(xiàn)場(chǎng)觀察等。③試驗(yàn)法，向市場(chǎng)投放部分產(chǎn)品進(jìn)行試銷(xiāo)，看消費(fèi)者的反應(yīng)，以檢驗(yàn)產(chǎn)品的品種、規(guī)格、花色款式是否對(duì)路、價(jià)格是否適中等。

三、綜合分析整理資料階段。當(dāng)統(tǒng)計(jì)分析研究和現(xiàn)場(chǎng)直接調(diào)查完成后，市場(chǎng)調(diào)查人員擁有大量的一手資料。對(duì)這些資料首先要編輯，選取一切有關(guān)的、重要的資料，剔除沒(méi)有參考價(jià)值的資料。然后對(duì)這些資料進(jìn)行編組或分類(lèi)，使之成為某種可供備用的形式。最后把有關(guān)資料用適當(dāng)?shù)谋砀裥问秸故境鰜?lái)，以便說(shuō)明問(wèn)題或從中發(fā)現(xiàn)某種典型的模式。

四、提出調(diào)查報(bào)告階段。經(jīng)過(guò)對(duì)調(diào)查材料的綜合分析整理，便可根據(jù)調(diào)查目的寫(xiě)出一份調(diào)查報(bào)告，得出調(diào)查結(jié)論。值得注意的是，調(diào)查人員不應(yīng)當(dāng)把調(diào)查報(bào)告看作是市場(chǎng)調(diào)查的結(jié)束，而應(yīng)繼續(xù)注意市場(chǎng)情況變化，以檢驗(yàn)調(diào)查結(jié)果的準(zhǔn)確程度，并發(fā)現(xiàn)市場(chǎng)新的趨勢(shì)，為改進(jìn)以后的調(diào)查打好基礎(chǔ)。

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 business department, you and your colleagues come to the meeting room and discuss 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 happiness.Unit 3 notices

The ninth lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business 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 discussion ,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 process

conclude the difference between memo and notice: 1.layout.2.given by leaders or bosses.3.leading relation involved 三.practice one

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.Discussion : If you want to begin a clothes shop in a city ,how to make a research plan.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 business 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 less 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 business department, you and your colleagues come to the meeting room and discuss 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 happiness.Pa 4 Read the text in five minutes.Translate the text in group.Q: 1.Speak difference from country to country in Eglish ? 2.discussion

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 business in internet in the future ?what kind of business do you want to do ?

Unit 3 notices

The tenth lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business 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 discussion ,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 : passage A marketing research 1.Read the words : 2.read the following passage :

企業(yè)需要不同種類(lèi)的信息。這些

為了給顧客提供優(yōu)質(zhì)的服務(wù)以及提高其滿意度，信息不僅可以幫助經(jīng)理作出更好的決定，而且也可以作為重要的市場(chǎng)營(yíng)銷(xiāo)的工具。在現(xiàn)在的營(yíng)銷(xiāo)領(lǐng)域，企業(yè)的信息可以成為其競(jìng)爭(zhēng)優(yōu)勢(shì)。競(jìng)爭(zhēng)者可以復(fù)制其他人的設(shè)備，產(chǎn)品，程序，但是他們不能復(fù)制信息。

在以前，很多的公司規(guī)模比較小，都首先知道其客戶。經(jīng)理們通過(guò)觀察周?chē)娜?，?wèn)其問(wèn)題，可以得到一些信息。今天，一些因素導(dǎo)致產(chǎn)生了對(duì)更多，更好，更快信息的要求。有一些公司已經(jīng)把規(guī)模做到全國(guó)，或全球，他們需要更大，更遠(yuǎn)市場(chǎng)的更多信息。由于收入的增加，客戶的選擇更多了，賣(mài)者需要更了解顧客對(duì)不同產(chǎn)品的反應(yīng)的信息。由于企業(yè)會(huì)使用更負(fù)責(zé)的營(yíng)銷(xiāo)方法來(lái)達(dá)到目的，因此他們面對(duì)更多的競(jìng)爭(zhēng)，他們需要信息來(lái)使得營(yíng)銷(xiāo)工具更有效。

市場(chǎng)經(jīng)理可以通過(guò)很多途徑來(lái)獲得信息，其中一個(gè)重要的方法就是市場(chǎng)調(diào)查。市場(chǎng)調(diào)查是對(duì)該企業(yè)所面臨的特別市場(chǎng)營(yíng)銷(xiāo)環(huán)境相關(guān)的資料進(jìn)行系統(tǒng)設(shè)計(jì)，收集，分析，報(bào)告。市場(chǎng)調(diào)查存在于許多行為中，從潛在市場(chǎng)和市場(chǎng)份額研究到客戶滿意和購(gòu)買(mǎi)行為的估計(jì)，對(duì)定價(jià)，產(chǎn)品，分銷(xiāo)，宣傳的研究。

一個(gè)企業(yè)可以通過(guò)自己的調(diào)查部門(mén)，依靠自己的研究技巧和資源進(jìn)行市場(chǎng)調(diào)查工作，或者讓外面公司做部分或全部的調(diào)查工作。盡管大部分的大型公司有自己的市場(chǎng)調(diào)查部門(mén)，他們也經(jīng)常讓外面的調(diào)查機(jī)構(gòu)來(lái)做一些特別的研究或承擔(dān)特別的任務(wù)。如果沒(méi)有市場(chǎng)調(diào)查部門(mén)的公司必須向市場(chǎng)調(diào)查公司購(gòu)買(mǎi)調(diào)查服務(wù)。市場(chǎng)調(diào)查的步驟：

1.闡述問(wèn)題和市場(chǎng)調(diào)查的目的。

2.調(diào)查計(jì)劃的起草：包括調(diào)查途徑，聯(lián)系方式，樣品計(jì)劃，調(diào)查使用工具等。3.執(zhí)行計(jì)劃：收集，加工，分析信息。

4.說(shuō)明和報(bào)告調(diào)查的發(fā)現(xiàn)和線索。例如：

制氧機(jī)開(kāi)發(fā)的市場(chǎng)調(diào)查

1.現(xiàn)在的學(xué)生學(xué)習(xí)壓力大，負(fù)擔(dān)重，經(jīng)常會(huì)心力交瘁，而又強(qiáng)迫自己繼續(xù)學(xué)習(xí)，對(duì)身體的健康有很大影響。另外，在重要的考試當(dāng)中，往往會(huì)因?yàn)檫^(guò)度緊張或思考過(guò)度導(dǎo)致缺氧，狀態(tài)不佳，而影響考試成績(jī)。因此，本公司希望開(kāi)發(fā)一種制氧機(jī)，可以讓學(xué)生在疲勞時(shí)吸收足夠的氧氣，使人心曠神怡，減輕或消除疲勞。提高學(xué)習(xí)效率，有利于身體健康。在考試時(shí)也可以達(dá)到最佳心里狀態(tài)，取得更好考試成績(jī)。做市場(chǎng)調(diào)查的目的就是了解是否可以開(kāi)發(fā)這塊學(xué)生市場(chǎng)。

2.調(diào)查途徑：談話，發(fā)案卷，上網(wǎng)搜尋相關(guān)信息等。主要采取談話法。談話對(duì)象是中學(xué)生，地方為杭州各中學(xué)，人數(shù)每校10人。

3.執(zhí)行計(jì)劃的信息為：80%的學(xué)生贊同該產(chǎn)品開(kāi)發(fā)，10%不贊同，剩下的不置可否。贊同的認(rèn)為要方便，最多礦泉水那么大，要方便放置，方便攜帶。最好是插電和電池兩用的。價(jià)格約200元左右。不贊同的認(rèn)為自己學(xué)習(xí)疲勞會(huì)休息，不需要用這樣的產(chǎn)品。

分析：該產(chǎn)品可以生產(chǎn)，先試投產(chǎn)10000個(gè)。4.略。

Unit 3 notices

The eleventh lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business 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 discussion ,create some situations.Teaching Procedures: I.Showing the teaching aims II.Revision Teacher ask some questions.III.passage a

Read the passage ,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 business reports

The twelveth lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business 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 discussion ,create some situations.Teaching Procedures: I.Showing the teaching aims II.Revision Teacher ask some questions.III.unit four

business reports Read the situation one by one.Text :the business 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

ONE

A:中國(guó)東方航空公司，上午好。需要幫助嗎？ B:我想訂兩張六月九日飛往北京的機(jī)票。

A: 請(qǐng)稍等。對(duì)不起，先生，六月九日沒(méi)有直飛北京的航班。你必須在莫斯科轉(zhuǎn)機(jī)。B: 那什么時(shí)候有到北京的直達(dá)航班？ A:第二天上午十點(diǎn)有一個(gè)班機(jī)從馬德里起飛。B:好的，我要這個(gè)航班。

TWO A:先生，請(qǐng)問(wèn)你們姓名。B:…….A:你需要頭等艙還是經(jīng)濟(jì)艙？ B:經(jīng)濟(jì)艙，機(jī)票多少錢(qián)？

A 兩張票一共2000美元，你們可以在拿票的時(shí)候付款。B:好的，謝謝。我下個(gè)星期三來(lái)拿票。A：可以，再見(jiàn)。B:再見(jiàn)。

A …先生，很高興見(jiàn)到你。旅途還愉快嗎？

B

….先生，很高興見(jiàn)到你。我今天先找個(gè)賓館，明天就想去貴公司看下，能否安排下？

A

好的，沒(méi)問(wèn)題。旅館已經(jīng)找好了。在長(zhǎng)安路三十號(hào)北京賓館。我們經(jīng)理已經(jīng)準(zhǔn)備好了，一直等你的到來(lái)。

B

太謝謝了，你們考慮的太周到了。現(xiàn)在是下午六點(diǎn)。那讓我們走吧。

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 business, 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.Business Assistant in Foreign Trading

Department.daily job :help the director to prepare documents ,deal with daily business matters , recept customers.Requirement : 1.)good oral english 2.)good communication skills ,good computer skills 3.)business techniques 4)Diligent, careful, honest, studious 2.Office clerk : daily job : answering telephone, processing 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 business english.Requirement : 1)good oral English.2)good teaching skills 3)be responsible to the job

藍(lán)天公司傳播機(jī)構(gòu)致力成為中國(guó)最好的整合傳播專(zhuān)家，成立于1997年，總部設(shè)在北京。公司主要業(yè)務(wù)領(lǐng)域涉及IT、通訊、日化,客戶包括跨國(guó)公司及本土國(guó)際化知名品牌。目前企業(yè)有員工近百人，90%以上來(lái)自4A廣告公司與國(guó)際知名企業(yè)。人性化管理是我們團(tuán)隊(duì)穩(wěn)固成長(zhǎng)的基礎(chǔ)、產(chǎn)品質(zhì)量卓越是我們服務(wù)于客戶的原則。

Three

Unit 4 business reports

The thirteenth lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business 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 discussion ,create some situations.Teaching Procedures: I.Showing the teaching aims Employment : One.Introduce yourself : Two.Read a paragraph Three :Translation:

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 business.Four.Answer questions.If you are a businessman ,how to develop your customers.Unit four One.Translation

1.起草一個(gè)報(bào)告

2.代表我 3.2008年9月4日的來(lái)信 4.支付條款

5.相關(guān)的信息

6.向你做真誠(chéng)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 business.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 business 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 :

1.尊敬的先生/小姐，現(xiàn)向您推薦我們的市場(chǎng)專(zhuān)家弗蘭克·瓊斯先生。他將因公務(wù)在四月15日到四月中旬期間停留倫敦。

我們將非常感謝您向瓊斯先生提供的任何幫助。

您誠(chéng)摯的

2.尊敬的先生/小姐，我們非常高興向您介紹我們紡織部的進(jìn)口經(jīng)理王有先生。王先生將在你市度過(guò)三周，他要與主要的生產(chǎn)廠家拓展商務(wù)并為下一季度采購(gòu)裝飾織品。

如能介紹他給可靠的生產(chǎn)廠家，向他提供所需的任何幫助或建議，我們將不勝感謝。

您誠(chéng)摯的

Four.english topic : 1.Homework: Page 58:2.3

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 business 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 class.Unit 5 leaflets

The fourteenth lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing business 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 discussion ,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 process : 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 expressions Make sentences: 1)太晚回去不方便。

2)這種產(chǎn)品在市場(chǎng)上好賣(mài)。3)他是一個(gè)職業(yè)經(jīng)理人。

4)這是一個(gè)有著良好聲譽(yù)的公司。5)總統(tǒng)應(yīng)該由全民選舉。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 expressions.make sentences :refer to :school

Unit 4 business reports

The fifteenth lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business 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 discussion ,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

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)address,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 address 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 necessary

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.passage a product Read the new words.Paragraph one : Students read ,then translate the meaning.Teacher ask :the two classes of products.V.exercise : Page 75,3,4

Unit

Unit 6 lists

The sixteenth lesson

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 process,advantages and disadvangages.Teaching way : Let the students practise ,and make some discussion ,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 ? passage 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 Discussion : What is the objectives of ads?

Unit 6 lists

The eighteenth lesson 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 process,advantages and disadvangages.Teaching way : Let the students practise ,and make some discussion ,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 :

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 lesson 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 process,advantages and disadvangages.Teaching way : Let the students practise ,and make some discussion ,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

第三篇：商務(wù)英語(yǔ)教案book1

Unit One

Work

Ⅰ Objectives

1.grasp the main idea 2.appreciate the spirit demonstrated in the text 3.master the key language points and grammatical structures in the text 4.conduct a series of reading, listening, speaking and writing activies Ⅱ Language Points 1.new words

self-esteem,schooling,stern,limitation,muster,respond,aimlessly,dusk,meekly,demanding,cautiously,falsely,reluctant,slip,strew,stun,depression… 2.idioms & Expressions Contribute to, muster the courage, respond to, drop out, stare at, get through, pull out, start over…

3.Sentence structure With rows and row of people seats at rows and rows of Bring her to knock on a door As the days passed Walk up the long flight of stairs to With chin on chest …

Ⅲ 教學(xué)內(nèi)容及學(xué)時(shí)分配： Time allotment: 1st-4th period: readingⅠ&Ⅱ

5th-8nd period: excises and integrated skills Ⅳ 教學(xué)重點(diǎn)及難點(diǎn)：

Important language points in the text Ⅴ 教學(xué)內(nèi)容的深化及拓寬：

Students conduct a series of reading, listening, speaking and writing practice to deepen their understanding of the points taught in class.Ⅵ 教學(xué)方式及在教學(xué)中應(yīng)注意的問(wèn)題：

A combination of traditional teaching methods with the communicative approach will be adopted.Special attention should be paid to classroom interaction.Give students time to adapt to the new teaching mode in the university that are quite different from the one they were used to in the middle school.More encouragement is needed and more guidance will be given to them in their extracurricular study.Ⅷ 教學(xué)步驟Steps 一.1st-2nd period: readingⅠ&Ⅱ ? Pre-reading Tasks: 1.What job do you like best? why.2.The class is divided into two groups based on different ideas and debate on the topic: what do you think of college students’ taking part-time job in their spare time? ? While-reading Tasks:

1.Ask Ss read the whole text and find out the main idea and structure 2.devided the text into four parts and find out main idea of each part.3.Ask Ss to skim each para and discuss some questions according to exercises.cture of the text.? Homework: 1.retell the text by their own words 2.Finish exercises.3.Finish reading II.二.3st-4th period: readingⅠ&Ⅱ

? Retell text I & review ? Check exercises ? Explain important words in reading II and check exercises ? Homework: 1.role playing activity 2.Finish extension exercises.3.prepare a speech about self-esteem 三.5th-6th period: extension exercises

? role playing activity ? Check exercises

Unit Two

Work

Ⅰ Objectives

1.grasp the main idea 2.appreciate the spirit demonstrated in the text 3.master the key language points and grammatical structures in the text 4.conduct a series of reading, listening, speaking and writing activies Ⅱ Language Points 4.new words

etiquette,courtesy,representative,gracious,occasional,beverage,vary,ritual,verbal,offense,acknowledge,routine,chitchat,rigidly,casual,loosely,socialize,collegial 5.idioms & Expressions count for much, boil down to, call for, take offense, frown on, cut short, get the messgae … 6.Sentence structure Get along with one another Although corporate cultures vary form business to business and even from region to region

Look the other way …

Ⅲ 教學(xué)內(nèi)容及學(xué)時(shí)分配： Time allotment: 1st-4th period: readingⅠ&Ⅱ

5th-8nd period: excises and integrated skills Ⅳ 教學(xué)重點(diǎn)及難點(diǎn)：

Important language points in the text Ⅴ 教學(xué)內(nèi)容的深化及拓寬：

Students conduct a series of reading, listening, speaking and writing practice to deepen their understanding of the points taught in class.Ⅵ 教學(xué)方式及在教學(xué)中應(yīng)注意的問(wèn)題：

A combination of traditional teaching methods with the communicative approach will be adopted.Special attention should be paid to classroom interaction.Give students time to adapt to the new teaching mode in the university that are quite different from the one they were used to in the middle school.More encouragement is needed and more guidance will be given to them in their extracurricular study.Ⅷ 教學(xué)步驟Steps 一.1st-2nd period: readingⅠ&Ⅱ ? Pre-reading Tasks: 1.The class is divided into several groups to discuss about business etiqutte, and share together.? While-reading Tasks:

4.According to text, what is necessary for a god employee? 5.Should everyone know how t.greet visitors and make them feel comfortable?And why? 6.Ask Ss to skim each para and discuss some questions according to exercises.cture of the text.? Homework: 1.retell the text by their own words 2.Finish exercises.3.Finish reading II.二.3st-4th period: readingⅠ&Ⅱ

? Retell text I & review ? Check exercises ? Explain important words in reading II and check exercises ? Homework: 1.role playing activity 2.Finish extension exercises.3.prepare a speech about self-esteem 三.5th-6th period: extension exercises

? role playing activity ? Check exercises

Unit Three

Work

Ⅰ Objectives

1.grasp the main idea 2.appreciate the spirit demonstrated in the text 3.master the key language points and grammatical structures in the text 4.conduct a series of reading, listening, speaking and writing activies Ⅱ Language Points 7.new words

keyboard, dedicate,bakery,aisle instantly,subtotal,nutritional,sort,fraction,deli,delivery 8.idioms & Expressions send out,dedicate,link up, account for, set foot in … 9.Sentence structure View items by category or by brand Sort products instantly by nutritional contents Create personal shopping lists to save time …

Ⅲ 教學(xué)內(nèi)容及學(xué)時(shí)分配： Time allotment: 1st-4th period: readingⅠ&Ⅱ

5th-8nd period: excises and integrated skills Ⅳ 教學(xué)重點(diǎn)及難點(diǎn)：

Important language points in the text Ⅴ 教學(xué)內(nèi)容的深化及拓寬：

Students conduct a series of reading, listening, speaking and writing practice to deepen their understanding of the points taught in class.Ⅵ 教學(xué)方式及在教學(xué)中應(yīng)注意的問(wèn)題：

A combination of traditional teaching methods with the communicative approach will be adopted.Special attention should be paid to classroom interaction.Give students time to adapt to the new teaching mode in the university that are quite different from the one they were used to in the middle school.More encouragement is needed and more guidance will be given to them in their extracurricular study.Ⅷ 教學(xué)步驟Steps 一.1st-2nd period: readingⅠ&Ⅱ ? Pre-reading Tasks: 1.The class is divided into several groups to discuss about the differences between the ways of traditional shopping and vitual shopping.? While-reading Tasks:

7.what kind of store will change the way we shop? 8.The oneline shopping service is free,isn’t it? 9.How is the food you have ordered delivered to you?

cture of the text.? Homework: 1.retell the text by their own words 2.Finish exercises.3.Finish reading II.st-th二.3 4 period: readingⅠ&Ⅱ

? Retell text I & review ? Check exercises ? Explain important words in reading II and check exercises ? Homework: 1.role playing activity 2.Finish extension exercises.3.prepare a speech about self-esteem th-th三.5 6 period: extension exercises

? role playing activity ? Check exercises

Unit Five

Work

Ⅰ Objectives

1.grasp the main idea 2.appreciate the spirit demonstrated in the text 3.master the key language points and grammatical structures in the text 4.conduct a series of reading, listening, speaking and writing activies Ⅱ Language Points 10.new words

tip,assert,shape,count,financing,potential,competitor,lowlife,head,aggressively,supplieive,prospect,regard sore,tough,provided,upset,warehouse,acquiesce 11.idioms & Expressions go around,in turn,head for,in this/that case,keep sb’s cool … 12.Sentence structure View items by category or by brand Sort products instantly by nutritional contents Create personal shopping lists to save time …

Ⅲ 教學(xué)內(nèi)容及學(xué)時(shí)分配： Time allotment: 1st-4th period: readingⅠ&Ⅱ

5th-8nd period: excises and integrated skills Ⅳ 教學(xué)重點(diǎn)及難點(diǎn)：

Important language points in the text Ⅴ 教學(xué)內(nèi)容的深化及拓寬： Students conduct a series of reading, listening, speaking and writing practice to deepen their understanding of the points taught in class.Ⅵ 教學(xué)方式及在教學(xué)中應(yīng)注意的問(wèn)題：

A combination of traditional teaching methods with the communicative approach will be adopted.Special attention should be paid to classroom interaction.Give students time to adapt to the new teaching mode in the university that are quite different from the one they were used to in the middle school.More encouragement is needed and more guidance will be given to them in their extracurricular study.Ⅷ 教學(xué)步驟Steps 一.1st-2nd period: readingⅠ&Ⅱ ? Pre-reading Tasks: 1.The class is divided into several groups to discuss about different kind of business reputation.? While-reading Tasks:

10.what is the most valuable asset one can have in business? 11.what is reputation according to the author? 12.what are the tips to establish a good business reputation?

cture of the text.? Homework: 1.retell the text by their own words 2.Finish exercises.3.Finish reading II.二.3st-4th period: readingⅠ&Ⅱ

? Retell text I & review ? Check exercises ? Explain important words in reading II and check exercises ? Homework: 1.role playing activity 2.Finish extension exercises.3.prepare a speech about self-esteem th-th三.5 6 period: extension exercises

? role playing activity ? Check exercises

Unit Seven

Work

Ⅰ Objectives

1.grasp the main idea 2.appreciate the spirit demonstrated in the text 3.master the key language points and grammatical structures in the text 4.conduct a series of reading, listening, speaking and writing activies Ⅱ Language Points 13.new words

dimension,mobility,earnestly,mobile,stride,fascination,booth,freeform,saga,conventional,startling,expense,welter,hindrance,flair,dramatic 14.idioms & Expression at the expense of ,think nothing of, pick up,at length,refer to, by mistake,apprise of, sort out,turn out,have a word with,ring off 15.Sentence structure Add a fresh dimension to the comedy of life Self-importance gets a positive boost by the mobile phone Each spoke on independent phones with great energy and at enomous length to someone somewhere…

Ⅲ 教學(xué)內(nèi)容及學(xué)時(shí)分配： Time allotment: 1st-4th period: readingⅠ&Ⅱ

5th-8nd period: excises and integrated skills Ⅳ 教學(xué)重點(diǎn)及難點(diǎn)：

Important language points in the text Ⅴ 教學(xué)內(nèi)容的深化及拓寬：

Students conduct a series of reading, listening, speaking and writing practice to deepen their understanding of the points taught in class.Ⅵ 教學(xué)方式及在教學(xué)中應(yīng)注意的問(wèn)題：

A combination of traditional teaching methods with the communicative approach will be adopted.Special attention should be paid to classroom interaction.Give students time to adapt to the new teaching mode in the university that are quite different from the one they were used to in the middle school.More encouragement is needed and more guidance will be given to them in their extracurricular study.Ⅷ 教學(xué)步驟Steps 一.1st-2nd period: readingⅠ&Ⅱ ? Pre-reading Tasks: 1.The class is divided into two groups to discuss about the advantage and disadvantage about mobile phone.? While-reading Tasks:

13.Is it true that mobile phones have become popular? 14.what was described as the mobile-phone sofeshoe shuffle? 15.what’s the new meaning of the concept ‘wrong number?

? Homework: 1.retell the text by their own words 2.Finish exercises.3.Finish reading II.二.3st-4th period: readingⅠ&Ⅱ

? Retell text I & review ? Check exercises ? Explain important words in reading II and check exercises ? Homework: 1.role playing activity 2.Finish extension exercises.3.prepare a speech about self-esteem th-th三.5 6 period: extension exercises

? role playing activity ? Check exercises

第四篇：商務(wù)英語(yǔ)教案1

《商務(wù)英語(yǔ)寫(xiě)作》教學(xué)大綱

一、課程性質(zhì)、任務(wù)和基本要求

1．課程性質(zhì)

《商務(wù)英語(yǔ)寫(xiě)作》是商務(wù)英語(yǔ)專(zhuān)業(yè)的專(zhuān)業(yè)核心課程，也是文秘、國(guó)貿(mào)等涉外專(zhuān)業(yè)的重要選修課程，旨在培養(yǎng)學(xué)生英語(yǔ)五項(xiàng)技能中的英語(yǔ)寫(xiě)作能力。此課程涵蓋了商務(wù)英語(yǔ)基本寫(xiě)作類(lèi)型、寫(xiě)作規(guī)范、寫(xiě)作格式和寫(xiě)作方法，課程內(nèi)容與現(xiàn)實(shí)商務(wù)生活緊密結(jié)合，既提供各種實(shí)例，又設(shè)計(jì)了一體化的實(shí)訓(xùn)，訓(xùn)練學(xué)生用英語(yǔ)有條理地組織商務(wù)信息，起草規(guī)范得體、條理清晰的商務(wù)文書(shū)，合理利用商務(wù)交流中的禮節(jié)和技巧，建立有效的商務(wù)溝通。

2．課程任務(wù)

開(kāi)設(shè)本課程旨在使學(xué)生對(duì)商務(wù)情景中最常見(jiàn)和最常用的各種應(yīng)用文的用途及格式有一個(gè)總的了解，使其不僅能熟悉商務(wù)文體的各種慣用英文表達(dá)法，而且能廣泛增加有關(guān)商務(wù)知識(shí)，并在模擬及實(shí)景中運(yùn)用這些知識(shí)進(jìn)行商務(wù)交際。

3．基本要求：

充分利用教材中的商務(wù)材料以及老師所給的案例，并結(jié)合所學(xué)商務(wù)知識(shí)，與現(xiàn)實(shí)商務(wù)活動(dòng)進(jìn)行多種形式的聯(lián)系，提高學(xué)生對(duì)各種商務(wù)寫(xiě)作材料的準(zhǔn)確理解和把握。經(jīng)過(guò)反復(fù)學(xué)習(xí)、模仿和套用，掌握商務(wù)應(yīng)用文的書(shū)寫(xiě)規(guī)律和方法，逐漸學(xué)會(huì)撰寫(xiě)各類(lèi)商務(wù)應(yīng)用文，力求語(yǔ)言正確，表達(dá)得體，在實(shí)際操作中活學(xué)活用。

二、教學(xué)目標(biāo)：

1．課程能力目標(biāo)：

（1）能夠根據(jù)招聘廣告并結(jié)合個(gè)人實(shí)際情況，熟練撰寫(xiě)英語(yǔ)求職信、應(yīng)聘信、求職追蹤信和個(gè)人簡(jiǎn)歷等求職類(lèi)文書(shū)

（2）能夠運(yùn)用商務(wù)交際中的禮節(jié)和技巧，撰寫(xiě)英語(yǔ)邀請(qǐng)函、感謝信、祝賀信等常見(jiàn)社交類(lèi)文書(shū)

三、課程內(nèi)容

英語(yǔ)求職類(lèi)文書(shū)

[教學(xué)重點(diǎn)]

能夠撰寫(xiě)英語(yǔ)求職類(lèi)文書(shū)

[教學(xué)內(nèi)容]

1．英文求職信 2．個(gè)人簡(jiǎn)歷 3．面試

英語(yǔ)社交類(lèi)文書(shū)

[教學(xué)重點(diǎn)]

能夠撰寫(xiě)英語(yǔ)社交類(lèi)文書(shū)

[教學(xué)內(nèi)容]

1．邀請(qǐng)函 2．感謝信 3．祝賀信 4.電子郵件

[教學(xué)重點(diǎn)]

能夠撰寫(xiě)英語(yǔ)事務(wù)類(lèi)文書(shū)

[教學(xué)內(nèi)容]

1．啟事與通知 2．備忘錄 3．商務(wù)報(bào)告 4.會(huì)議紀(jì)要 5.商務(wù)會(huì)議

[教學(xué)重點(diǎn)]

能夠撰寫(xiě)英語(yǔ)宣傳類(lèi)文書(shū)

[教學(xué)內(nèi)容]

1．名片 2．簡(jiǎn)章

3．商品使用說(shuō)明書(shū) 4.推銷(xiāo)函 5.交易會(huì)

英語(yǔ)事務(wù)類(lèi)文書(shū)

英語(yǔ)宣傳類(lèi)文書(shū)

英語(yǔ)經(jīng)濟(jì)類(lèi)文書(shū) [教學(xué)重點(diǎn)]

能夠撰寫(xiě)英語(yǔ)經(jīng)濟(jì)類(lèi)文書(shū)

[教學(xué)內(nèi)容]

1．詢盤(pán)與回復(fù) 2．報(bào)盤(pán)與還盤(pán) 3．訂單與合同

（3）能夠規(guī)范地起草英語(yǔ)啟示、通知、備忘錄、商務(wù)報(bào)告、會(huì)議紀(jì)要等常用公務(wù)文書(shū)（4）能夠比較規(guī)范地撰寫(xiě)英語(yǔ)名片、簡(jiǎn)章、商品使用說(shuō)明書(shū)、推銷(xiāo)函等主要商務(wù)宣傳文書(shū)

（5）能夠正確、得體地處理詢盤(pán)信、發(fā)盤(pán)信、還盤(pán)信、訂單與合同等常規(guī)外貿(mào)商務(wù)函電。

2．課程知識(shí)目標(biāo)

（1）掌握英文求職信、應(yīng)聘信和個(gè)人簡(jiǎn)歷的基本格式和主要內(nèi)容；（2）了解英文書(shū)信的基本格式和不同書(shū)信類(lèi)型的寫(xiě)作特點(diǎn)；

（3）掌握英文啟示、通知、備忘錄、商務(wù)報(bào)告、會(huì)議紀(jì)要等常用公務(wù)文書(shū)的格式和要素；

（4）明確英文名片、簡(jiǎn)章，商品使用說(shuō)明書(shū)、推銷(xiāo)函等主要商務(wù)宣傳文體的特點(diǎn)；（5）了解詢盤(pán)信、發(fā)盤(pán)信、還盤(pán)信、訂單與合同等英文商務(wù)函電的格式與往來(lái)中涉及的外貿(mào)術(shù)語(yǔ)。

3．課程素質(zhì)目標(biāo)：

各項(xiàng)目鍛煉同學(xué)們交流、合作、競(jìng)爭(zhēng)、分析、總結(jié)、演講、答辯等方面的素質(zhì)。

課程發(fā)展的主要?dú)v史沿革

為了適應(yīng)對(duì)外經(jīng)貿(mào)發(fā)展的需要，為了培養(yǎng)復(fù)合型人才，高等院校相繼開(kāi)設(shè)了諸如商務(wù)英語(yǔ)、科技英語(yǔ)等實(shí)用性和應(yīng)用性很強(qiáng)的課程。外經(jīng)貿(mào)英語(yǔ)應(yīng)用文是一門(mén)傳統(tǒng)性專(zhuān)業(yè)課程。近年來(lái)，我國(guó)外經(jīng)貿(mào)事業(yè)蓬勃發(fā)展，對(duì)外經(jīng)濟(jì)貿(mào)易交流交往的數(shù)量和范圍都有了很大增加。所以，對(duì)外書(shū)面交流交往就不能僅僅局限在外經(jīng)貿(mào)函電這個(gè)狹小范圍里。同時(shí)，隨著通訊交流方式方法的現(xiàn)代化，諸如電報(bào)電傳等傳統(tǒng)通訊方式已經(jīng)被淘汰，取而代之的則是傳真、電子郵件等。為了適應(yīng)時(shí)代和市場(chǎng)發(fā)展的需要，從外經(jīng)貿(mào)英語(yǔ)函電或外經(jīng)貿(mào)英語(yǔ)應(yīng)用文這種傳統(tǒng)課程，就發(fā)展而來(lái)并廣泛開(kāi)設(shè)了《商務(wù)英語(yǔ)寫(xiě)作》課程。《商務(wù)英語(yǔ)寫(xiě)作》課程是商務(wù)英語(yǔ)專(zhuān)業(yè)必修課和主干課，在復(fù)合型人才的培養(yǎng)中占有極其重要的位置，因?yàn)閷?xiě)作技能是現(xiàn)代商業(yè)社會(huì)對(duì)商務(wù)專(zhuān)業(yè)人才的基本素質(zhì)要求。



第五篇：英語(yǔ)教案

教案編寫(xiě)模板

一、要求

1、教案請(qǐng)按下面所列格式編寫(xiě)，頁(yè)面設(shè)置為紙張，上下左右2厘米,；

2、每課時(shí)40分鐘；

3、教案于11月15日前完成并上交。

二、模板

封面格式：

A 4

小學(xué)英語(yǔ)教學(xué)法

(教案編寫(xiě)及說(shuō)課稿)

學(xué)院專(zhuān)業(yè)級(jí)班

教材名稱(chēng)：pep 小學(xué)英語(yǔ) 四年級(jí)（上）

Unit 6 At a PE lesson

學(xué)生姓名：學(xué)號(hào)：

上交日期：2011-11-1

5教案編寫(xiě)格式：

Unit 6At a PE lesson(Comic Sans MS，加粗三號(hào))

一、教學(xué)要求（黑體，加粗四號(hào)）

1、能聽(tīng)得懂，會(huì)說(shuō)，會(huì)讀和會(huì)拼寫(xiě)單詞time, left, right, touch, an arm, a hand, a leg, a foot.（宋體，小四）

二、單元教材分析（黑體，加粗四號(hào)）

本單元通過(guò)一堂體育課引出“按指令做動(dòng)作”這一語(yǔ)言項(xiàng)目（中文：宋體，小四；英文：Comic Sans MS，小四）

Unit 6（第一課時(shí)）(Comic Sans MS，三號(hào))

一、教學(xué)內(nèi)容（黑體，加粗四號(hào)）ARead and say

二、教學(xué)目標(biāo)（黑體，加粗四號(hào)）

1．會(huì)聽(tīng)、說(shuō)、讀日常交際用語(yǔ)： Stand in a line.Let’s do some exercise.（中文：宋體，小四；英文：Comic Sans MS，小四）

三、教學(xué)重點(diǎn)（黑體，加粗四號(hào)）

1．會(huì)聽(tīng)、說(shuō)、讀、寫(xiě)單詞：time, left, right, stop, touch.（中文：宋體，小四；英文：Comic Sans MS，小四）

四、教學(xué)難點(diǎn)（黑體，加粗四號(hào)）

1．單詞time, back, right, with意思和句子Touch ? with ?的意義。

五、教學(xué)準(zhǔn)備（黑體，加粗四號(hào)）

1．教具準(zhǔn)備：錄音機(jī)、磁帶、人體各個(gè)部位的圖片、單詞卡片和投影片。

（中文：宋體，小四；英文：Comic Sans MS，小四）

六、教學(xué)過(guò)程（黑體，加粗四號(hào)）

Step 1．Free talk(Comic Sans MS，加粗四號(hào))Timing: 15 min

1.T: Good morning, boys and girls.（Comic Sans MS，小四）

七、作業(yè)設(shè)計(jì)（黑體，加粗四號(hào)）

1． Read the text three times after the tape.（Comic Sans MS，小四）

八、板書(shū)設(shè)計(jì)（黑體，加粗四號(hào)）

Unit 6At a PE lesson（A）

（Comic Sans MS，小四）

九、教后記（黑體，加粗四號(hào)）

-----說(shuō)課稿內(nèi)容包括：

1.問(wèn)候語(yǔ)

2.說(shuō)教學(xué)內(nèi)容

3.說(shuō)教材

4.說(shuō)教學(xué)目的5.說(shuō)教學(xué)重點(diǎn)、難點(diǎn)

6.說(shuō)教學(xué)準(zhǔn)備

7.說(shuō)教法、學(xué)法

8.說(shuō)教學(xué)流程

9.教學(xué)總結(jié)