【導讀】一方面，要搞好以敬業(yè)和誠信為重點的職業(yè)道德教育，學習必。則，突出學生動手能力和職業(yè)技能訓練。要深化職業(yè)教育的教學內容、適應企業(yè)和社會需求，著眼于提高學生的就業(yè)和創(chuàng)業(yè)能力。務英語課程教學的配套教材?！渡虅沼⒄Z實訓手冊》實訓的內容有三個。、外銷員崗位主要能力的培養(yǎng)。容豐富，操作性強。任課教師可根據(jù)商務英語課程在專業(yè)課程體系中。業(yè)能力培養(yǎng)的需要增加實訓內容?！渡虅沼⒄Z實訓手冊》的編寫是商務英語教學改革的一個嘗試，備注：總課時以課內課時總數(shù)為準，即144課時。力，增強學生的市場競爭力，有利于學生畢業(yè)后更好地就業(yè)擇業(yè)。本實訓考核形式靈活，一般以現(xiàn)場考核為主，部分內容需提交書面材料。生這一問題的可能原因，通過小組討論，給出合理建議。調查圖書館自修室占座現(xiàn)象。1）將班級每5位同學分成一組，并確定1名負責；室而無座位的學生數(shù)；理，語速適中，聲音清晰洪亮，發(fā)音較準確，表情動作合宜不夸張。

　　

【正文】 ds are . based. Americans are going out of their way to hire locally and tailor products and advertising to local sensibilities. Many American brands, including CocaCola, manage not to lose popularity and are renowned for their efforts to work through local suppliers and cater to national tastes in all 200 countries. As a global pany, CocaCola is keenly aware of presenting a global face to the world customers. New petitors or louder Americanism may yet send the value of American brands plunging, but so far they are still finding ways to connect with consumers everywhere. 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. What management techniques are used by . to achieve its brand domination in the global market? b. Based on the article, among the world’s 10 most valuable brands, which are American ones? c. While some brands are emblematic of the ., how do many consumers distinguish between politics and products? d. What branding strategies do American marketers adopt to help keep their brands aloft? e. Give the anizational structure of this article. 2. Scan the text again and write down 1520 key terms related to branding. Ⅱ . Team Work: Analyze and Discuss 1. How do you account for American brands’ dominance in the global market in an age of antiAmericanism? 2. List the countries to which Levi Strauss Co. markets through the following Website, How do the product offerings differ between the United States and Asian selections? You may also conduct research on other famous American products that you are interested in. Discuss your findings with your group members, 3. Work with your partner and make a list of some powerful Chinese brands, Such as Haier, Lenovo, ect.. Then select one of them and do some research if necessary. Find out its branding strategies both at home and abroad. What type of product are they selling and what branding are they using? How do they adapt to the overseas market? Share your ideas in class. Ⅲ . Application practice How some powerful American brands figured out China? The China market is finally panning out, thanks to the consumerism of the middle 21 class. Nike, Pamp。G, KFC, CocaCola, Dell and GM are some of the most successful . panies selling consumer products in China. And the spending power of young Chinese consumers is fueling Western brands. According to a recent survey which asked the young Chinese students to name the world’s coolest brands. Nike was way out ahead. How does Nike build such a booming business in China? What marketing tactics have helped make Nike the icon for most of the young Chinese? Exercises: Work in small groups. Select Nike or any one of the powerful foreign brands that you are interested in and go to the related Websites. Find necessary information about the brand and the pany. Pool the information together and exchange opinions with your team members. Then develop an oral presentation on the above topic. 案例分析之七 CrossCultural Communication Topic The given material involves crosscultural munication. The rapid drive toward globalization has made crosscultural munication more important. Crosscultural exchanges, especially crosscultural business, may fail to arrive at their purposes satisfactorily or even result in great losses if those concerned lack proper knowledge of and insights into cultural differences and skills in crosscultural munication. For English and Business majors, awareness of cultural differences and crosscultural munication skills are musts. Background and Gist The given material is adapted from an academic essay carried in Harvard Business Review October, 2020. The authors were the first to elaborate the concept of “Cultural Intelligence” (CQ) academically. The essay has induced many researches on CQ along with training programs on crosscultural munication skills, especially in profession of business management. The essay first defines the concept of “CQcultural intelligence” as against the concepts of “IQ” and “EQ”. Then it identifies three ponents of cultural intelligence. Following that is a summary of six CQ profiles which most managers fit. In the last part, the essay suggests six steps for cultivating CQ. As a piece of academic writing, Text A is characterized by the use of formal language with long sentences, learned words and technical terms. Attention should also be drawn to the frequent use of various data as support of views, the most 22 important aspect of a research paper. 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. What is CQ defined as? b. What are the three ponents of CQ? c. How do the CQ ponents work together? d. What are the six CQ profiles? e. What are the six steps to cultivating CQ? 2. Scan the text again and write down 1520 key terms related to CQ. Ⅱ . Team Work: Analyze and Discuss 1. Please tell your classmates about your experience in a new culture. Then discuss what level of CQ you are at. 2. Which of the six profiles fits you best? Ⅲ . Application practice Find definitions of IQ and EQ, and pare them with the definition of CQ. Then find a case or cases to show the importance of EQ and CQ in business. References: l Q