【正文】 known hostility and resentment toward the US and other Western nations. The antiglobalization may get its wish for a breakdown in the world economic order because of sharp reduction in the international movement of capital and people due to terrorism and a more divided West. But the biggest losers will be not the relatively rich members of the GB countries but rather the nations that want to extricate the mass of their populations from extreme poverty and disease. Exercise: Do you agree with the above description? Work in groups and analyze the above paragraph. Go to related websites or for necessary information and pool your ideas together. Be ready to ment on your findings. 案例分析之三 Consumer Behavior Topic A mon goal shared by all brands of products is to attract as many customers as possible. If producers can make their products “musts” to customers, they will ultimately have nothing to worry about. What they never dream of is that one day customers can get so empowered as to have their say in production. Background and Gist For decades, panies relied on push marketing to sell their products and service. Then in the 1990s the emphasis shifted to relationship marketing as “customer care” and slogans like “delight your customers” because the mantra of many marketers. But those tactics have been losing their effectiveness—thanks to digital technology like the Inter, the power of customers to make product selections that are best for their needs continues to grow. Today’s increasingly educated consumers expect panies to do more than just delight them. 16 In response, innovative panies are trying a different approach： They are providing customers with open, honest, and plete information—and then finding the best products for them. The strategy is： If a pany advocates for its customers, they will reciprocate with their trust, loyalty and purchases—either now or in the future. And when people trust a pany, they will often tell others about it, thereby reducing the pany’s costs for acquiring new customers. Ⅰ . Individual Work： Read and Think 1. Scan the case on the provided material and try to get some ideas about the following questions. a. Summarize the main ideas in “Cult Brands”. b. What changes do the empowered customers bring to the marketing wisdom of modern brands? c. List the measures adopted by brands to connect with their customers. d. What lessons can we learn from the Walt Disney and AOL instances? e. Define “cult brands”. 2. Scan the text again and write down 1520 key terms related to consumer behavior. Ⅱ . Team Work: Analyze and Discuss 1. Read the text and pick out some key phrases related to consumer behavior. 2. Produce an outline of the text by referring to the key phrases. 3. Pick out all the words, phrases or sentences that you don’t understand and discuss them with your teammates. Elect a team leader to report your understandings of the difficult language items to the whole class. Ⅲ . Application practice Choose a pany online and find about its marketing strategies. Please decide whether these strategies are good or not and give reasons or suggestions. 案例分析之四 Competition vs. Corporation Topic It’s generally agreed that Ramp。G to make acquisitions? i. How did Lafley make use of symbolic gestures? j. Did Lafley follow any of his predecessor’s policies? 2. Scan the text again and write down 1520 key terms related to Pamp。G set up? e. What danger was Pamp。G during the two years when Lafley has been in charge. The writer tries to offer a personal account for Lafley’s success by paring him and his predecessor and by digging his personal style and Pamp。面試問(wèn)題及公司詳情等由小組成員自行商定決定 。 。 要求語(yǔ)言簡(jiǎn)潔有條理，語(yǔ)速適中，聲音清晰洪亮，發(fā)音較準(zhǔn)確，表情動(dòng)作合宜不夸張。 3）聲音洪亮清晰，英語(yǔ)發(fā)音較準(zhǔn)，語(yǔ)調(diào)適當(dāng)，重點(diǎn)突出，停頓自然； 11 4）儀態(tài)自然大方，舉止端莊； 5）合理運(yùn)用公共演講 技巧，注意把握觀眾聽(tīng)眾特點(diǎn)，在語(yǔ)言和內(nèi)容上進(jìn)行合理設(shè)置和選擇； 6）靈活運(yùn)用多媒體工具協(xié)助，使內(nèi)容更加的直觀、淺顯易懂； 7）避免大量使用生僻詞和書(shū)面語(yǔ)，相關(guān)術(shù)語(yǔ)可以 在 PPT 上 中文注釋?zhuān)脽羝?、 圖表等可以使用少量中文進(jìn)行注釋。 ● 要求 1）整個(gè)過(guò)程使用英語(yǔ) 為惟一使用語(yǔ)言， 報(bào)告也可采用組合報(bào)告、配口譯等形式進(jìn)行。 10 （三）、模擬商務(wù)報(bào)告 ● 目標(biāo) 該項(xiàng)練習(xí)幫助學(xué)生能夠熟練地用英語(yǔ)做商務(wù)報(bào)告。就已分發(fā)的商務(wù)報(bào)告主題 進(jìn)行 資料搜集和商務(wù)報(bào)告輔助演示文檔制作。 2）注意溝通方式，文明有禮。 ● 內(nèi)容 商務(wù)活動(dòng)模擬 ● 步驟 1. 將學(xué)生分成 46 人的小組進(jìn)行商務(wù)活動(dòng)。 實(shí)訓(xùn)課 堂之四 商務(wù)活動(dòng)的 開(kāi)展 一、實(shí)訓(xùn)目標(biāo) 通過(guò)實(shí)例的 視頻、音頻、文字 演示，使學(xué)生 熟悉并掌握商務(wù)活動(dòng)各種場(chǎng)合的英語(yǔ)對(duì)話、英語(yǔ)表達(dá)法并能夠用所學(xué)到的知識(shí)進(jìn)行實(shí)際模擬商務(wù)活動(dòng)。 ● 內(nèi)容 外貿(mào)函電全過(guò)程函電模擬。 二、實(shí)訓(xùn)項(xiàng)目和操作步驟 （一 ）、課堂演示 由老師 使用多媒體演示 23 份范例，并結(jié)合范例講解外貿(mào)函電的要素與格式，提示英語(yǔ)函電用語(yǔ)的部分典型特征 。 ● 要求 1. 整個(gè)過(guò)程使用英語(yǔ)為惟一使用語(yǔ)言； 2. 注意不同場(chǎng)合說(shuō)話技巧 ，文明有禮； 3. 準(zhǔn)備時(shí)間 23 天。要求語(yǔ)言簡(jiǎn)潔有條理，語(yǔ)速適中，聲音清晰洪亮，發(fā)音較準(zhǔn)確，表情動(dòng)作合宜不夸張。然后通過(guò)一到兩個(gè)演講或致辭的視頻引導(dǎo)學(xué)生思考和總結(jié)演講、致辭中應(yīng)該注意的問(wèn)題。 6）根據(jù)調(diào)查到的數(shù)據(jù)在電腦上繪制圖表 7）每個(gè)小組選取一人或若干人向全班同學(xué)進(jìn)行匯報(bào)。 6 （二）、圖表 分析 請(qǐng) 結(jié)合圖表上顯示的數(shù)據(jù) 進(jìn)行分析 了解特定圖表欲反應(yīng)的問(wèn)題，并結(jié)合表格制作背景，找出產(chǎn)生這一問(wèn)題的可能原因，通過(guò)小組討論，給出合理建議。 六、設(shè)備及器材配置 硬件要求： 多媒體教室、電化教室、專(zhuān) 業(yè)實(shí)訓(xùn)室（根據(jù)實(shí)訓(xùn)內(nèi)容調(diào)整） 七 、適用專(zhuān)業(yè)、預(yù)計(jì)學(xué)生總數(shù)、每次實(shí)驗(yàn)人數(shù)： 國(guó)際商務(wù)（英語(yǔ)）專(zhuān)業(yè)、商務(wù)英語(yǔ)專(zhuān)業(yè)、 以及其他開(kāi)設(shè)商務(wù)英語(yǔ)課程的商務(wù)類(lèi)相關(guān)專(zhuān)業(yè)。 在實(shí)訓(xùn) 過(guò)程中，在教師的講解、指導(dǎo)下了解、掌握有關(guān)模塊的操作方法和流程 、 掌握相關(guān)英語(yǔ)語(yǔ)言交際用語(yǔ)和書(shū)寫(xiě)規(guī)范，尤其熟練掌握專(zhuān)業(yè)類(lèi)語(yǔ)言實(shí)際運(yùn)用。 商務(wù)英語(yǔ)教研室 2020 年 6 月 3 目 錄 1. 《商務(wù)英語(yǔ)實(shí)訓(xùn)指導(dǎo)》大綱 2. 實(shí)訓(xùn)課堂之 一 圖表的描述 3. 實(shí)訓(xùn)課堂之二 各種場(chǎng)合演講致辭 4. 實(shí)訓(xùn)課堂之三 外貿(mào)函電 5. 實(shí)訓(xùn)課堂之四 商務(wù)活動(dòng)的展開(kāi) 6. 實(shí)訓(xùn)課堂之五 商務(wù)報(bào)告 7. 實(shí)訓(xùn)課堂之六 簡(jiǎn)歷與面試 8. 案例分析之一 公司英語(yǔ)企業(yè)使 命 9. 案例分析之二 人與市場(chǎng)：人口與經(jīng)濟(jì) 10. 案例分析之三 消費(fèi)者行為 11. 案例分析之四 競(jìng)爭(zhēng)與合作 12. 案例分析之五 新技術(shù)：因特網(wǎng)與企業(yè) 13. 案例分析之六 品牌與品牌營(yíng)銷(xiāo) 14. 案例分析之七 跨文化交流 15. 實(shí)訓(xùn)模擬之一 商品交易會(huì) （實(shí)訓(xùn)室） 16. 實(shí)訓(xùn)模擬之二 電子商務(wù) （實(shí)訓(xùn)室） 17. 實(shí)訓(xùn)模擬之三 市場(chǎng)營(yíng)銷(xiāo) （實(shí)訓(xùn)室） 18. 實(shí)訓(xùn)模擬之四 企業(yè)的創(chuàng)建 （實(shí)訓(xùn)室） 4 《商務(wù)英語(yǔ)實(shí)訓(xùn)指導(dǎo)》大綱 課程名稱(chēng) ： 商務(wù)英語(yǔ)實(shí)踐課 英文名稱(chēng) ： Simulating practice of Business English 實(shí)驗(yàn)指 導(dǎo)書(shū)名稱(chēng) ： 商務(wù)英語(yǔ)實(shí)訓(xùn)指導(dǎo)手冊(cè) ，自編 總課時(shí)： 58 課時(shí) 一、 學(xué)時(shí)分配 表 課程內(nèi)容 課時(shí)安排 占總課時(shí)比例 應(yīng)用理論課 32 商務(wù)英語(yǔ)閱讀（商務(wù)類(lèi)時(shí)新報(bào)刊雜志） 54 理論課合計(jì)： 86 60% 案例分析 14（ 7 次） 實(shí)訓(xùn)課堂 24（ 6 次） 實(shí)訓(xùn)室模擬情境 20（ 4 次） 課內(nèi)實(shí)踐實(shí)訓(xùn)合計(jì)： 58 40% 總 計(jì)： 144 校內(nèi)各種英語(yǔ)技能比賽 20 備注：總課時(shí)以課內(nèi)課時(shí)總數(shù)為準(zhǔn)，即 144 課時(shí)。《商務(wù)英語(yǔ)實(shí)訓(xùn)手冊(cè)》實(shí)訓(xùn)的內(nèi)容有三