劍橋商務英語第二版-Unit-7b-Product-developement

1、Unit 7b Product developmentTeaching objectives: -To enable Ss to talk about products development. -To practice reading and listening for specific information -To review sequencing words (first, after that etc.) -To review the present continuous and going to for future arrangements and intentions Mat

2、erials needed: cassette Unit 7b Product developmentUnit overview Products testing Speaking: Ss do a quiz about drug development in the USA Reading: Ss read an article to find answers to the quiz. Ss re-read the article and complete a table about the stages of the development process. Language focus:

3、 Ss review language for sequencing (first, after that etc.). Writing: Ss pit card describing the drug development process in order then write a text linking the stages. Unit 7b Product development Marketing a product Listening: Ss listen to a marketing manager talking about plans for the launch of a

4、 new arthritis drug and answer comprehension questions. Ss listen again and order the stages in the process. Language focus: Ss review present continuous for future arrangements and going to for intentions Unit 7b Product developmentSelf-study Vocabulary: Gap-fill exercise. Language focus: Gap-fill

5、exercise. (present continuous for future arrangements and going to). Writing: Multiple-choice gap-fill exercise. Exam practice: Multiple-choice comprehension exercise (Reading Test Part 1) Unit 7b Product developmentTeaching procedures:A. Reading : Drug development in the USA. As we all know, produc

6、t development is a complex process, especially for drug development. Unit 7b Product developmentDevelop v. 1). to gradually grow or become bigger, more advanced, stronger, etc.; to make sth do thise.g. It developed from a small family business into a multinational group.2). to think of or produce a

7、new idea, product, etc. and make it successfule.g. He helped develop our best-selling brand.We have developed a marketing plan for a new product.Unit 7b Product development1. The development of new drugs is essential if we are to stop the diseases.Essential adj. Something that is essential is extrem

8、ely important or absolutely necessary to a particular subject, situation, or activity.e.g. It was absolutely essential to Secretary wanted: previous experience essential. Unit 7b Product developmentbe to + 不定式表示按照計劃安排的將來動作e.g. If we are to be at the station by nine o clock we must go now. 如果我們要在點到火車

9、站，現(xiàn)在就必須走。Unit 7b Product development2. However, it takes an average of twelve years to develop a drug and it costs a company about $359 million.Take. v. If something takes a certain amount of time, that amount of time is needed in order to do it.e.g. It takes time and hard work to succeed. 成功要付出時間和努

10、力。It takes a long time to get there. 要用很長時間才能到達那里. Unit 7b Product development3. First of all, a company carries out tests for about two and a half years in the laboratory and on animals. Carry out v. to do something that needs to be organized and plannede.g. A survey is now being carried out nation

11、wide.Unit 7b Product development4. This is to show how the drug works against a particular disease and to show its level of safety.Work v. If a drug or medicine works, it produces a particular physical effect. e.g. I wake at 6am as the sleeping pill doesnt work for more than nine hours.Unit 7b Produ

12、ct developmentAgainst prep. in order to prevent sth from happening or to reduce the harm caused by Sthe.g. They took precautions against fire. an injection against rabies 狂犬病預防針. Unit 7b Product development5. After that, the drug is tested for about two years on 100-300 people who suffer from the di

13、sease to see how well the drug works. Suffer v. experience or undergo (sth unpleasant) e.g.They suffered huge losses in the financial crisis. Shes been suffering from (= been ill with) cancer for two years His health suffers from overwork. 他的健康因工作過度而受到損害Unit 7b Product development6. The final stage

14、lasts about three years: the drug is usually tested on 1,000 3,000 patients in hospitals and clinics. Clinic n. a building or part of a hospital where people can go for special medical treatment or advice e.g. He is being treated at a private clinic. 他正在私人診所接受治療. Unit 7b Product development7. doctor

15、s monitor the patient closely and keep a record of the success of the drug and any side-effects. Monitor v. to watch and check a situation carefully for a period of time in order to discover sth about ite.g. The software enables companies to monitor employees Internet use. Unit 7b Product developmen

16、tSide effect n. an unpleasant effect of a drug that happens in addition to the main effect e.g. Medicines sometimes have unpleasant side effects. 藥物有時具有令人不快的副作用。side effect ofthe side effects of the medicationUnit 7b Product development8. The authorities should take a maximum of six months to review

17、 a New Drug ApplicationMaximum n. the greatest amount, size, speed, etc. that is possible, recorded or allowede.g.This hall holds a maximum of seventy people. 這廳最多能容納七十人. The job will require you to use all your skills to the maximum. Unit 7b Product developmentB. Grammar-Sequencing要點解析應注意when 和whil

18、e 之間的差異。When 和while 用來引導時間狀語從句時有時可以互換使用，有時則不能。1 如果主句表示的是短暫動作，而從句作為背景，表示“在 一段時間里”時，when 和while 可以通用。例如：While /when we were playing cards, Mary came in. 我們在玩牌的時候瑪利來了。Unit 7b Product development2. 用來表示兩個同時發(fā)生的動作時，即“在 的同時”，“在 期間” （during the time when ）應當用while , 兩個動作可以用進行體，也可以用一般時。例如：while you were read

19、ing the paper, I was working. 你看報的時候，我干活來著。While John cooked supper, I watched TV. 約翰做晚飯的時候，我在看電視。Unit 7b Product development3. When 可以用來連接兩個先后發(fā)生的動作，例如：When you finish reading it, you should put it on the shelf. 你看完后要把它放到架子上。When the authorities have approved the new drug, the doctors can give it to

20、 their patients 在官方批準之后，醫(yī)生可以給病人開這種藥。（從句用完成時態(tài)，表示句中的動作在主語的動作之前已經(jīng)完成。）Unit 7b Product developmentC. Listening How to sell it and achieve profits？A medical journalist asks about a marketing manager about a new drug for arthritis. Unit 7b Product developmentJ: So, you are launching a new product for arthr

21、itis Arthran. Who is Arthran for exactly? M: Anybody who suffer from the condition. J: And how soon is this product going to be on the market? M: Well, were launching it in five weeks time, on 25 May, but obviously were starting the publicity campaign before then. Unit 7b Product developmenton the m

22、arket v. available for people to buy e.g. The manufacturers say the device will be on the market by May.There isnt much fruit on the market at this time of year. 每年這個時候水果供應不多。Market for sth=a demand for a product e.g. Theres not much (of a) market for these goods. 這些貨物的需求量不大. Unit 7b Product develop

23、mentCampaign n. series of planned activities with a particular social, commercial or political aim 運動（為某一社會的 商業(yè)的或政治的目的而進行的一系列有計劃的活動）e.g. an advertising campaign, ie to promote a particular product 廣告宣傳運動（以推銷某產(chǎn)品）to build/fund/launch a campaign Unit 7b Product developmentJ: And is it going to be avail

24、able from the chemists as well as doctors? M: No, its a powerful drug and will only be available in hospitals or on prescription from doctors-not over the counter. Unit 7b Product developmentPrescription n. a piece of paper on which a doctor writes the details of the medicine or drugs that someone n

25、eedse.g. These drugs are only available on prescription (= with a prescription from a doctor).The doctor gave me a prescription for sleeping pillsUnit 7b Product developmentover the counter drugs, medicines etc that are bought over the counter are ones that you can buy in a shop without a prescripti

26、on from a doctore.g. These tablets are available over the counter. 這些藥片無需處方可直接購買 Unit 7b Product developmentJ:I see. And what are the side effects? M: The main one is tiredness. Doctors need to advise their patients not to drive while theyre taking this drug. Of course, were going to give doctors an

27、d patients all the necessary information about the drug and how to use it. Unit 7b Product developmentTiredness n. a feeling of needing to rest or Sleepe.g. He said that it was tiredness that led him to make the mistake.Unit 7b Product developmentJ: And how are you going to do that? M: Well, at the

28、beginning of May were visiting doctors in hospitals and surgeries. But were sending them detailed information packs at the end of April so they can read all about the drug and prepare for our visits. Unit 7b Product developmentSurgery n. a place where you can go to ask advice from or receive treatme

29、nt from a doctor or dentiste.g. On Saturday mornings, surgery (= the fixed period of opening of the place where you can go to see your doctor) is (US office hours are) from 9.00 to 12.00.surgery hours 門診時間. Unit 7b Product developmentDetailed adj. containing or including a lot of information or deta

30、ilse.g. More detailed information is available on request.a detailed description / analysis / study Unit 7b Product developmentJ: And what information is there for patients? M: Well, about a week before the launch, were going to give general information posters to doctors for them to display in thei

31、r waiting rooms. Unit 7b Product developmentPoster n. A poster is a large notice or picture that you stick on a wall or board, often in order to advertise something. e.g. The company put up posters to advertise its new product. Unit 7b Product developmentDisplay v. to arrange sth in a place where people can see it easily, especially sth that is for salee.g. We are looking at new ways to display our products.The posters wi