《高級(jí)商務(wù)英語(yǔ)聽說(shuō)》學(xué)習(xí)指南

《高級(jí)商務(wù)英語(yǔ)聽說(shuō)》教學(xué)大綱

課程編號(hào)：ENG162

課程類別：公共基礎(chǔ)課或?qū)I(yè)基礎(chǔ)課

授課對(duì)象：本科二年級(jí)或三年級(jí)學(xué)生

學(xué)分：3學(xué)分

主講教師：江春、劉麗、唐健、單凌云、張紅、熊莉萍、徐凡、馮捷蘊(yùn)等

辦公地點(diǎn)：誠(chéng)信樓1333,1425室

辦公電話：64494260,64495020

電子郵件：jiangchun@

指定教材：江春主編，竇衛(wèi)霖、李莉、劉麗、楊伶俐、熊莉萍、王燕希參編，《高

級(jí)商務(wù)英語(yǔ)聽說(shuō)》，對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)出版社2010年出版。

考核：將平時(shí)考核、期中考試和期末考試結(jié)合起來(lái)進(jìn)行綜合考核。各項(xiàng)考核

所占比例分布如下：平時(shí)考核，占20%,主要通過(guò)出勤、發(fā)言、小測(cè)驗(yàn)和參與討

論的情況進(jìn)行評(píng)判；期中考試，占30%,采取小組英語(yǔ)口試或話題展示(Topic

presentation)進(jìn)行；期末考試，占50%,采取平行班統(tǒng)一閉卷聽力考試形式進(jìn)行。

教學(xué)目的：《高級(jí)商務(wù)英語(yǔ)聽說(shuō)》課是一門將英語(yǔ)聽說(shuō)技能與商務(wù)知識(shí)相結(jié)合的

商務(wù)英語(yǔ)選修課程。授課對(duì)象為二、三年級(jí)本科學(xué)生。課程在多媒體教室進(jìn)行，

授課語(yǔ)言為英語(yǔ)。教學(xué)目的是提升學(xué)生在綜合商務(wù)環(huán)境下應(yīng)用語(yǔ)言的能力即商務(wù)

表達(dá)能力。教學(xué)流程和方法為：收聽和觀看與本課題目相關(guān)的新聞、報(bào)道、采訪

和專題報(bào)道；隨堂做各種類型的聽力測(cè)試題；通過(guò)閱讀和討論某商務(wù)話題，熟悉

并掌握商務(wù)英語(yǔ)專業(yè)詞匯；通過(guò)參與課堂的討論、展示、對(duì)話等活動(dòng)學(xué)習(xí)用英語(yǔ)

表達(dá)自己。教學(xué)模式是任務(wù)與策略相結(jié)合，通過(guò)聽和說(shuō)與經(jīng)貿(mào)金融知識(shí)和其它商

業(yè)相關(guān)的內(nèi)容，讓學(xué)生在教師的指導(dǎo)下進(jìn)行商務(wù)語(yǔ)言情景下的聽說(shuō)語(yǔ)言操練，使

聽說(shuō)語(yǔ)言能力和商貿(mào)專業(yè)知識(shí)有機(jī)地結(jié)合起來(lái)。

教學(xué)方式：課堂課下聽力與口語(yǔ)練習(xí)相結(jié)合。

答疑時(shí)間：每周安排一次答疑，具體時(shí)間由授課教師和學(xué)生商定。

教材：Textbook

江春等，2010年10月，高級(jí)商務(wù)英語(yǔ)聽說(shuō)(第二版)，AdvancedBusinessEnglish

…ListeningandSpeakingCourse,對(duì)外經(jīng)濟(jì)貿(mào)易出版社

第一課全球化趨勢(shì)

【教學(xué)目的和要求】

TeachingObjectives:

1.Inthisunitstudentswilllearnwordsandexpressionsrelatedtoglobalizationtrend

andWTO..

2.StudentswillbeabletoargueeitherinfavoroforagainstglobalizationorWTO.

【教學(xué)時(shí)間】

Timeallocation

Thisunitwillneed3classhours,2hoursforlisteningandstudying

thecontentofthetextandtherestfordiscussionandpractice.

【主要內(nèi)容】

BackgroundReading

WTOAgreestoaNewRoundofTradeTalks

Loose-leafselectivelistening

PartABusinessNews

Exercise1,2

PartBWhoBenefitsfromGlobalization

Exercise1,2

PartCG20LeadersPromiseMeasurestoFightGlobalRecession

Exercise1,2

Actingout

Exercise1,2

【重點(diǎn)和難點(diǎn)】

I.Noticeexpressionsrelatedtoglobalizationandhowpeopleperceiveit.

Globalization:economicintegration,anti-globalization,marketaccess,improved

investmentclimate

People'sperception:

Pros:

Globalizationindeedhelpsreducepovertyandinequality;

Significantdecreaseinthenumberoftheworld'sextremepoorsince1980;

Viewsofglobalizationaredistinctlymorepositiveinlow-incomecountriesthanin

richones;

Developingcountrypeopleblamedtheirlocalgovernments,notglobalization,for

theircountry'sills.

Cons:

Globalizationhasbeenreceivedwithgreatdistrust;

Anti-globalizationactivistsarguethatglobaleconomicintegrationfavorsthealready

wealthywhilehurtingthepoorfromdevelopingnations;

ILPleasefirstwritedownthefollowingwordsontheblackboardorcomputer.Then

askstudentstolistenfbrsentenceswiththesewordsinthem.Youaskthemtolisten

twotimesandseewhohascaughtmoresentences.

1.indeed-globalizationindeedhelpsreducepovertyandinequality.

2.favors—Globaleconomicintegrationfavorsthealreadywealthywhilehurtingthe

poorfromdevelopingnations.

3.morepositive...than--viewsofglobalizationaredistinctlymornpositivein

low-incomecountriesthaninrichones.

4.comparedto-inSub-SaharanAfrica75%ofhouseholdsthoughtthatmultinational

corporationshadapositiveinfluenceontheircountry,comparedtoonly54%in

richcountries.

5.Ofthe—Ofthe38,000peoplein44nationssurveyed,thoseinthedeveloping

worldgenerallyblamedtheirlocalgovernments,notglobalization,fbrtheir

country'sills.

6.nogroundfbr-Thereis,however,nogroundforcomplacency.

7.take...attitude—HehopedallWTOmemberswouldtakea"flexible"and

"pragmatic'1attitudeintalks.

8.consultationson--Itseemsthetradeministershavehadseriousconsultationson

theDDA(DohaDevelopmentAgenda)issues.

9.namedafter—TheDohaDevelopmentAgendareferstotheWTOtalksnamed

aftertheQataricapitalofDoha.

10.makecompromisesandconcessions—Sowehavetobeflexibleandpragmatic,

andgivenecessaryconsiderationtotheconcernsofotherparties,including

makingcompromisesandconcessionswhenthesituationsowarrants.'1

III.Pleasefirstwritedownthefollowingwordsontheblackboardorcomputer.Then

askstudentstolistenforsentenceswiththesewordsinthem.Youaskthemtolisten

twotimesandseewhohascaughtmoresentences.

1.worldwidepoll-Arecentworldwidepollmayhavecomeasashocktosome

people.

2.whatwasstriking-Butwhatwasstrikinginthesurveyisthatviewsof

globalizationaredistinctlymorepositiveinlow-incomecountriesthaninrich

ones.

3.respectively—Thefiguresfor"verygood"stoodat56%and64%,respectively.

4.farmorelikely—Sub-SaharanAfrica(56%)werefarmorelikelytofind

integration"verygood."

5.havebadeffecton-asignificantminority(27%ofhouseholds)inrichcountries

thoughtthat"globalizationhasabadeffectonmycountry.

6.nearlyaspositive-ViewsoftheeffectsoftheWTO,WorldBank,andIMFon

theircountrywerenearlyaspositiveinAfrica(72%).

7.respondents—only28%ofrespondentsinAfricathoughtthatanti-globalization

protestorshadapositiveeffectontheircountry.

第二課國(guó)際貿(mào)易熱點(diǎn)問(wèn)題

【教學(xué)目的和要求】

TeachingObjectives:

1.Inthisunitstudentswilllearnwordsandexpressionsrelatedtointernational

trade..

2.Studentswillbeabletotalkaboutthehotissuesrelatedtointernationaltradesuch

astraderelations,tradedeficit,tradebarriers,andtradedisputes.

【教學(xué)時(shí)間】

Timeallocation

Thisunitwillneed3classhours,2hoursforlisteningandstudying

thecontentofthetextandtherestfordiscussionandpractice.

【主要內(nèi)容】

BackgroundReading

WhatisInternationalTrade?

Loose-leafselectivelistening

PartABusinessNews

Exercise1,2

PartBCentralBankGovernoronRMBExchangeRate

Exercise1,2

PartCTheFutureofFairTrade

Exercise1,2

Actingout

Exercise1,2

【重點(diǎn)和難點(diǎn)】

I.Askstudentstousethefollowingactivevocabulariestoformsentencesaswhat

theyhaveheardfromlistening(Dictatethenremember).

1.tobesubjectto—Chinahasbeensubjecttoincreasingforeignanti-dumping,

anti-subsidy,protectionmeasuresandspecialsafeguardinvestigationssinceits

entryintotheWorldTradeOrganization.

2.consecutive-Chinahassufferedthemostinanti-dumpinginvestigationinthe

worldfornineconsecutiveyears.

3.tolaunch-Startingfrom1979totheendofSeptember2004,34countriesand

regionslaunchedaltogether665disputesofanti-dumping,anti-subsidyprotection

measuresandspecialsafeguardinvestigationsagainstChineseproducts

4.tosufferaloss--BecauseofthisChinasufferedatremendouseconomicloss

valuedatUS$19.1billionintermsofforeigntrade.

5.toresolveadispute—AsecondroundofnegotiationsbetweenChinaandthe

UnitedStatesaimedatresolvingadisputeovertextiletradebrokedown

Thursday.

6.toconsultwith-WewillbeconsultingwiththeChineseoverthenextfewdays

onthedateandlocationofthenextround.

7.tosurge-U.S.manufacturerssayChineseclothingimports,whichhavesurged

afteraworldwidequotasystemexpiredonJan.1,arecostingthemprofitsand

jobs.

8.tobesensitive-ThedisputeisespeciallysensitiveamidrisingAmerican

frustrationatthecountry'ssoaringtradedeficitwithChina,whichreacheda

record$162billionlastyear.

ILAskstudentstousethefollowingactivevocabulariestoformsentencesaswhat

theyhaveheardfromlistening(Dictatethenremember).

1.tocomeintoexistence—China*scurrentunified,managedfloatingexchangerate

regimebasedonmarketsupplyanddemandofforeignexchangecameinto

existencein1994.

2.toappreciate—Between1994and1997,theexchangerateoftheRMBagainst

theUSdollarappreciatedfrom8.71,reflectingthefeatureofamanagedfloat

regime.

3.floatingband-Attheendof1997,attherequestofneighboringeconomiesand

internationalinstitutions,Chinasubstantiallynarrowedthefloatingbandofthe

RMBexchangeratetohelpreducetheshockoftheAsianfinancialcrisisand

dispelthefearofRMBdevaluation.

4.topursue-TheChinesegovernmentdoesnotpursuetradesurplus,butrather

aimsataroughoverallbalanceinthecurrentaccount.

5.tobecompatiblewith-SinceChinarecordedlimitedforeignreservesinthe

1990s,itwasnecessarytoexpandthemtobecompatiblewiththelevelofimport

andexternaldebts.

6.toentail-Itwasnotuntiltheendof2001thatChinawasacceptedasamember

ofWTO,whichentailedaseriesoftradereforms.

7.toturnout-ItturnedoutthatwhileChina*simportin2002recordedarapid

expansion,exportalsosurged,resultinginatradesurplusof30.4billionUS

dollars.

8.torelaxrestrictions-InthefiveyearsfollowingtheaccessiontoWTO,China

willcontinuetocuttariffandrelaxquantitativeimportrestriction。

9.tosurpass-Sincethebeginningofthisyear,thegrowthofChina'simportshas

accelerated,surpassingthatofexports.

10.tocallfor-InternationaltradetheoriesandWTOspiritcallformultilateral-trade

balanceratherthanbilateraltradebalance.

11.given--Giventhetwocountries'existingeconomicandtradestructure,the

UnitedStateswouldcontinuetohavebigtradedeficitwithChina.

12.tobeattributableto-TheUStradedeficitmaybeattributabletostructural

imbalancesandfiscaldeficitsintheUnitedStatesratherthantheRMBexchange

rate.

III.Askstudentstousethefollowingactivevocabulariestoformsentencesaswhat

theyhaveheardfromlistening(Dictatethenremember).

1.asopposedto-CCTVDialogueProgramHostesshadinvitedaprofessor

GertrudeHoffmanfromtheLondonSchoolofEconomicstotalkaboutfreetrade

asopposedtofairtrade.

2.freeaccess—Freetradeallowsfreeaccesstomarketsandmarketinformation.

3.levelplayingfield一Thefocusoffreetradeisoncreatingalevelplayingfield

betweenthetraderandtheproducerwiththeideaofcreatingbettermarket

efficiencyandhigherprofits.

4.informed-Sothatwehaveinformedconsumerswhoknowwhatoptionsareout

there.

5.growinpopularity—IthinkthatFairTradeisalreadygrowinginDopularity.

6.mainstream一Youwillseealotofproductsthatarejustappearinginthe

mainstreamasFairTradeproductsbecausetheyaregreatproductstoselland

satisfytherequirementsofbeingintheFairTrade.

第三課解讀經(jīng)濟(jì)

【教學(xué)目的和要求】

TeachingObjectives

1.Studentswilllearnwordandexpressionsrelatedtovariouseconomicindication.

2.Studentswillbeabletouseeconomicindicatorstotalkabouteconomicsituations.

【教學(xué)時(shí)間】

Timeallocation

Thisunitwillneed3classhours,2hoursforlisteningandstudying

thecontentofthetextandtherestfbrdiscussionandpractice.

【主要內(nèi)容】

BackgroundReading

Greenspan9sRecord:AnActivistUnafraidtoDepartfromtheRules

Loose-leafselectivelistening

PartABusinessNews

Exercise1,2

PartBBusinessReportsinFaceoftheWorstFinancialCrisis

Exercise1,2

PartCHowtoBeExuberantandRational

Exercise1,2

Actingout

Exercise1,2

【重點(diǎn)和難點(diǎn)】

LAskstudentstousethefollowingactivevocabulariestoformsentencesaswhat

theyhaveheardfromlistening(Dictatethenremember).

1.dilemma—CouldtheBankofEnglandfaceasimilarpolicydilemmatothatofthe

EuropeanCentralBank.

2.stick-Confrontedbystickyconsumerpriceinflation,theECBhasfeltunableto

cutinterestratefbrmorethantwoyears.

3.threshold-Whilewelcomingtheamendmentinprinciple,manymembersofthe

StandingCommitteeofthe10thNationalPeople'sCongress,China'stop

legislaturecalledforthethresholdtoberaisedevenhighertobenefitmorelow

earners.

4.levy-Aproposedamendmentraisingthethresholdatwhichpersonalincomeis

leviedhasmetwithamixedresponsefromnationallegislatorsinChina.

5.waterdown-AgroupofsmallEUcountriesareseekingtowaterdownsomeof

thekeyproposalsinG8debtreliefdealagreedlastweekbyG8leadersat

Gleneangles,leakeddocumentshaverevealed.

6.spike-Crudeoilpriceshitarecord68dollarsabaiTelaftertheUSreporteda

declineinpetrolstocksandChinasaiditscrudeimportsspikedinJuly,asstrong

demandonthemainlandshowsnosignsofeasing.

7.hit-Onaninflation-adjustedbasis,oilpriceswouldneedtohitabout90dollarsa

barreltomatchthehighsof25yearsago.

ILAskstudentstousethefollowingactivevocabulariestoformsentencesaswhat

theyhaveheardfromlistening(Dictatethenremember).

1.unveil-PresidentObamaisunveilinghisbudgetthisweek.

2.deficit-Thepresidentwantstocutthefederaldeficitbyhalfoverthenextfour

years.

3.refinance-Sourcessaythatthegovernmentwillcutmonthlymortgagepayments,

allowmoreborrowerstorefinancetheirloansandgivebankruptcyjudgesgreater

powertomodifymortgages.

4.worst-casescenario-GMsaysit'snowgoingtoneedatotalof30billiondollars

inbailoutmoneyintheworst-casescenario.

5.wrapup-SecretaryofStateHillaryClintonisheadedbackhomeafterwrapping

upherfirstoverseastripasthetopU.S.diplomat.

6.fiscaldisaster-Stateleadersarenowwarningofafiscaldisasteriflawmakers

can'treachanagreement.

7.upforsale-OneofthemostexpensiveaddressesinNewYorkisupforsale.

8.bidfor-Thisisapieceofrealestateonlybillionairescanbidfor.

9.putbrakeson-Theworsteconomiccrisishasputbrakesontheexpansionat

homeandmadehighqualitybrewsintheU.S.marketmorecompetitive.

10.overriding-Virtuallyeverycustomerwetalkedpointedtooneoverriding

concern一tooexpensive..

11.priceconscious一InfactStarbucksislookingatnewwaystoappealto

price-conscinusconsumers.

ILAskstudentstousethefollowingactivevocabulariestoformsentencesaswhat

theyhaveheardfromlistening(Dictatethenremember).

1.irrationalexuberance—InDecember1996,whenAlanGreenspanmadehis

famouscommentonthepossibilityof“irrationalexuberance"instockprices,the

DowJonesindustrialaveragestoodat6,400.

2.burstabubble-TheFedshouldnottrytoburstabubblebyraisinginterestrate

whentheoutlookdoesnotdemandit.

3.unsustainablesurge-Mr.Greenspan'sviewisbasedpartlyonthedifficulty,for

centralbankers,ofspottingthedifferencebetweenanunsustainablesurgein

pricesbasedonspeculationandasustainableonebasedonfundamentals.

4.coremandate-Ifamarketshiftthreatensthecoremandate,itsjobistodealwith

theconsequences.

5.“moppingup“strategy--AlanBlinder,thePrincetonprofessorwhoisgivinga

paperontheGreenspaneraatthisweek'sJacksonHolesymposium,callsthisthe

Feds"moppingup''迎y.

6.substantialeconomiccontraction—Itisfarfromobviousthatbubbles,evenif

identifiedearly,canbepre-emptedatlowercostthanasubstantialeconomic

contractionandpossiblefinancialdestabilization-theveryoutcomesweare

seekingtoavoid.

7.froth—PartofthenextFedchairman'sinheritancewillbeahousingmarketthat

Mr.Greenspanhassaidisshowingsignsof"froth“inanumberofcities.

8.sanguine—HenryKaufman,theWallStreeteconomist,believestheFOMCistoo

sanguine.

9.consumptionbinge--TheFed'sassurancesthatitwillraiseratesata“measured”

pacehavecontributedtoahouseholddebt-financedconsumptionbingeandto

speculativeactivitybyinvestors.

第四課消費(fèi)者行為

【教學(xué)目的和要求】

TeachingObjectives:

1.Studentsshouldlearnvocabularyandbasicconceptsrelatedtomarketingand

consumerbehavior.

2.Studentswillbeabletotalkaboutdifferentconsumerbehaviorandmarketing

practices.

【教學(xué)時(shí)間】

Timeallocation

Thisunitwillneed3classhours,2hoursforlisteningandstudying

thecontentofthetextandtherestfordiscussionandpractice.

【主要內(nèi)容】

BackgroundReading

WhatisConsumerBehavior?

Loose-leafselectivelistening

PartABusinessNews

Exercise1,2

PartBGlobalSlumpCastsaPalloverConsumers

Exercise1,2

PartCLifestyleChange-FitnessandHealth

Exercise1,2

Actingout

Exercise1,2

【重點(diǎn)和難點(diǎn)】

I.Askstudentstousethefollowingactivevocabulariestoformsentencesaswhat

theyhaveheardfromlistening(Dictatethenremember).

1.tocontract—Hehascontractedthehabitoftalkingtohimself.

2.acute—anacutedisease,anacutehospital

3.Thereisashortageofacutebedsinthehospitalsbecauseoftheunexpected

outbreakofSARS.

4.totakesth.forgranted-Itakeitforgrantedthatweshouldbuildnewroads.

5.trivial—Hesometimesputsthetrivialabovetheimportant.

6.tomisleadsb.Into...—Herfriendlyattitudemisledusintothinkingthatwecould

trusther.

ILAskstudentstousethefollowingactivevocabulariestoformsentencesaswhat

theyhaveheardfromlistening(Dictatethenremember).

1.globalslowdown-Squeezedbyglobalslowdown,consumersandcompaniesin

countriesthatcelebratetheLunarNewYear,areslashingtheirspendingon

traditionallavishgifts,liquorandbanquets.

2.counton-InChina,wheremanybusinessescountontheequivalentofa

Christmasshoppingboomforabigshareofannualsales.

3.rollout一ItcouldfurtherdepressChina'sfallinggrowthratejustasBeijingis

rollingoutamultibillion-dollarplantoboostconsumerspending.

4.splurgeon一Companiesthatsplurgeonlobsterforemployeepartiesin2008are

orderingporkthisyear.

1.scaledown-Companiesarealsoscalingdownemployeelotteries一acommon

featureofholidayparties.

2.double-digitgrowth——Hardest-hithavebeenareashatdependonexports,which

fell2.8%inDecembercomparedwith2007—apainfuldeclinefromdouble-digit

growthearlierin2008.

3.outlast-Othercompaniesareexpectedtocutorwithholdbonusestopreserve

cashsotheycanoutlasttheslump.

4.venue-Daimlerdebatedwhethertohaveanemployeepartyanddecidedtohold

onatalessexpensivevenuethanin2008.

5.cutinto-Thedownturnhascutintosalesoftheubiquitousredenvelopes.

6.throwin-Thehotelmayeventhrowinfreecocktailstosweetenthedeal.

7.reeling一Thehotelbusinessisreelingasfirmsandfamiliescuttheirtravel

budgets.

8.grindon—Hagglinghasbecomemoreaccepted,atleastforaslongasthe

recessiongrindson.

9.hammerout-Cardealersaremorewillingthanevertohammeroutabargain

nowthatsaleshaveslumped.

10.waive-Credit-cardcompaniesarebeingmoreflexiblewithcustomerswhowant

interestratesreducedorlatefeeswaived.

11.horse-trading一FirmsmaysufferinAmericanconsumersgetusedtotheideaof

allthishorseTrading.

prop-up-Butintheshortterm,itcouldpropupsales.

III.Askstudentstousethefollowingactivevocabulariestoformsentencesaswhat

theyhaveheardfromlistening(Dictatethenremember).

1.preoccupation-theirpreoccupationwithfitnessandhealthhasemergedasacore

value.

2.tomanifest—Thisvaluehasmanifesteditselfinanumberofways.

3.outgrowth—Thefitnesstrendisanoutgrowthofthe"megeneration.0

4.comparedwith-Today,nearly70percentofthepopulationengagesinoneor

moreathleticactivitiesdaily,ascomparedwithonly25percentagenerationago.

5.tomodify-Traditionalfoodmanufacturershavebegunmodifyingtheir

ingredientstocatertothehealth-consciousconsumers.

6.topersuade-SunChipsfromFrito-Laytrytopersuadeconsumerstheyare

wholesomeproducts.

7.withrespectto-Someofthebiggestchangeshaveoccurredwithrespecttowhat

peopledrink.

8.diet-Dietbeveragesarethesupergrowthsegmentofthesoft-drinkindustry.

9.percapitaconsumption—Parallelingthistrend,theconsumptionofbottledwater

hasgrownrapidly,with-ercapitaconsumptionjumpingfrom2.8gallonsin1990

to8.8gallonsin1999,anincreaseof214percent.

第五課品牌資產(chǎn)和全球品牌

【教學(xué)目的和要求】

TeachingObjectives:

1.Studentswilllearnwordsandexpressionsrelatedtobranding.

2.Studentswillbeabletotalkaboutthehistoricaldevelopmentandthecurrent

situationofglobalbrands.

【教學(xué)時(shí)間】

Timeallocation

Thisunitwillneed3classhours,2hoursforlisteningandstudying

thecontentofthetextandtherestfordiscussionandpractice.

【主要內(nèi)容】

BackgroundReading

BrandEquity

Loose-leafselectivelistening

PartABusinessNews

Exercise1,2

PartBWal-MartLearnsaBrandingLesson

Exercise1,2

PartCZTESilentMode

Exercise1,2

Actingout

Exercise1,2

【重點(diǎn)和難點(diǎn)】

I.Askstudentstousethefollowingactivevocabulariestoformsentencesaswhat

theyhaveheardfromlistening(Dictatethenremember).

1.brand-building-Possiblynobrandhasdoneabetterjobofminingthepotentialof

newbrand-buildingprinciplesthanKoreanconsumerelectronicsmanufacturer

SamsungElectronicsCo..

2.post—SamsunghaspostedthebiggestgaininvalueofanyGlobal100brand,with

a186%surge.

3.Brandvalue-LastyearSamsungsurpassedNo.28Sonyinoverallbrandvalue.

4.Marketingandproductmix-Someoftheolderbrandsinourrankingareclearly

strugglingtoremaketheirmarketingandproductmixforamorecomplexworld.

5.Slippage—VWacknowledgesitsbrandvalueslippage.

6.Outspend-SonyoutspendsSamsungontraditionaladvertisingintheU.S.on

electronicsproducts.Manyyoungbrandsthatscoredbiggainsinvaluedependon

theirowninteractiveWebsitestoshoutabouttheirbrands.

7.Spokesman—YaoisaspokesmanforCoca-Colarival,Pepsi.

8.Feature—ApicturefeaturingYaoandtwootherChinesebasketballplayerscanbe

cuiTentlyfoundonbottlesofthepopularsoftdrink.

9.Legalproceedings—Yaohasrecentlyinitiatedlegalproceedingsagainst

Coca-Colaforwhatheclaimsisanunauthorizeduseofhisimage.

10.Recall-Heisdemandingthecompanyrecallallproductscarryinghispicture.

11.Publicitydeal—TopathletesrecentlysignedapublicitydealwithCoca-Cola

rivalsPepsiinearlyMay.

12.Publicityagent—Coca-Colasignedacontractwiththepublicityagentforthe

ChineseMen'sBasketballTeaminlateMarch.

13.Personalauthorization—China'snationallawstatesthataperson'simagecanonly

beusedforadvertisingpurposesiftheyhavegivenpersonalauthorization.

II.Askstudentstousethefollowingactivevocabulariestoformsentencesaswhat

theyhaveheardfromlistening(Dictatethenremember).

1.inliquidation一IconicbrandssuchasLines-n-ThingsandMervynsarein

liquidation.

2.filefbrbankruptcyprotection—FormerelectricalretailpowerhouseCircuitCity

fieldforbankruptcyprotectionlastweek.

3.quarter-OnThursdayWal-Martannounceda7.5%increaseinsalesforthe

firstthreequartersof2008.

4.upcoming一ChiefexecutiveLeeScottwassmilingwhenhedeclaredhis

'optimist'fbrtheupcomingholidayseason.

5.tradedown—ThemiddleclassesacrosstheAtlantichavebeguntradingdownin

themillions.

6.attheexpenseof-Wal-Martisenjoyingamiddle-classrenaissanceatthe

expenseofitsupmarketrivals.

7.learn...thehardway—Ithaslearnedoneofthegreatestsecretsofbrandingthe

hardway.

8.flatsales—Frustratedwithflatsales,andshareholderpessimism,theleadership

teamatWal-Martdecidedtorepositionthebrand.

9.incloseproximityto一Studentsareshownaperceptualmapinwhichabrandis

incloseproximitytocompetitorsandassociatedwithlifelessvalues.

10.implication—Theimplicationisobvious:changewhenthebrandstandsforand

becomepopularandprofitableagain.

11.bonkers一InWal-Mart\case,thebrandrepositioningwasparticularlybonkers.

revitalization—Wal-Martrealizedthatitsrepositioningstrategywasnotworking,

andshiftedtoarevitalizationapproachinstead.

III.Askstudentstousethefollowingactivevocabulariestoformsentencesaswhat

theyhaveheardfromlistening(Dictatethenremember).

1.entrant一Inthelastquarterof2007therewerethreenewentrantsinthetopten

listofmobile-phonemakers.

2.marketshare-Itsworldwidemarketsharewentfrom0.4%atthestartof2007

to1.2%inthesecondquarterof2008.

3.businessmodel—YetZTEiseasytooverlook,becauseofitsdistinctivebusiness

model.

4.comparable—Withpricesforcomparableproducts25-90%lessthanthoseofits

Westerncompetitors,ZTEhascustomersinover60countries.

5.economicrise——BehindZTE'semergencearetheusualfactorsthathavecometo

beassociatedwithChina'seconomicrise,withafewtwists.

6.atshortnotice一Manyofwhomaredeployedatshortnoticetoworkanlarge

projectsinsomeoftheworld'smostdifficultplaces..

7.financing—Morefuzzy,butstillimportant,hasbeenZTE'sabilitytousehelp

fromtheChinesegovernmenttoarrangecheapfinancingforitsglobalcustomers,

whichoftenlackcapital.

8.low-coststrategy一ZTEhasdoneagoodjobofunderstandinghowtopursuea

low-coststrategy.

9.unobtrusive一ZTEfocusesonmakingequipmentthatischeap,reliableand

unobtrusive.

10.whitelabel一Itsupplieshandsetsona“whitelabel“basistooperators,which

thensellthemundertheirownbrands.

11.customize-ZTEdoesmakesomeadvancedhandsets,butitsstrengthisin

combininglowcostwithawillingnesstocustomizehandsetsfortheoperators.

bignames一ZTEsuppliesphonestobignamessuchasVodafoneandTelefonica.

第六課廣告訴求一形象和性格

【教學(xué)目的和要求】

TeachingObjectives:

1.Studentswilllearnwordsandexpressionsrelatedtoadvertising.

2.Studentswillbeabletodiscussdifferenttypesofadvertisingappealsandthe

importanceofimageandpersonalitytoaproduct.

【教學(xué)時(shí)間】

Timeallocation

Thisunitwillneed3classhours,2hoursforlisteningandstudying

thecontentofthetextandtherestfordiscussionandpractice.

【主要內(nèi)容】

BackgroundReading

WhatisAdvertising?

Loose-leafselectivelistening

PartABusinessNews

Exercise1,2

PartBWhatShouldYouSpendonAdvertising

Exercise1,2

PartCAdvertisingTechniquesintheMovie"SpiderMan”

Exercise1,2

Actingout

Exercise1,2

【重點(diǎn)和難點(diǎn)】

I.Askstudentstousethefollowingactivevocabulariestof