第一篇：《商務英語文選》教案及講稿
外國語學院
《商務英語文選》教案及講稿
朱惠華
商務英語文選
教案及講稿
朱惠華 外國語學院
《商務英語文選》教案及講稿
朱惠華
《商務英語文選》課程
教學大綱
課程基本信息
課程名稱：商務英語文選
課程性質：英語專業必修課 學分課時：4學分，72課時 主講教師：朱惠華
所屬院系：外國語學院英語二系
聯系電話：*** 郵件地址：julia7610@126.com
教學對象
徐州師范大學外國語學院商貿英語專業三年級學生。按照我國高等學?；A階段英語教學大綱的要求在英語知識和能力方面得到了強化和提高，基本上完成了基礎階段的英語學習，應認知單詞約5000--6000個并能正確運用其中的3000個左右，同時應已學完或正在學習與本課程教學內容密切相關的經貿商務專業基礎課程，如宏微觀經濟學、政治經濟學、國際貿易理論、對外貿易實務等。教學任務和目的
《商務英語文選》課程的教學任務和目的是：在學生現有的英語語言技能和相關經貿理論與實務知識的基礎上，通過大量閱讀，使他們掌握西方商務報刊文章的內容特點和語言特色，在閱讀實踐中培養并提高他們理解和研究國際經貿商務信息的能力，同時擴大和深化其語言和專業知識，增強語言運用能力和交流能力，并鍛煉其邏輯思維能力。教學原則
通過教學加強學生思想教育。按照我國的教育方針，商貿英語專業的教育目標應該是培養有文化有社會主義覺悟的對外經貿跨學科人才?！渡虅沼⒄Z文選》課程也要在傳授文化知識的同時進行思想教育。在教學當中要通過文章內容的分析，說明對外經貿事業隨著我國加入世貿組織而面對新的挑戰和機遇，說明加入國際經濟大循環對推進改革開放、全面實現小康的重要性，揭示國際經貿的高度復雜性和競爭的日益激化，使學生對國際商務工作的性質有較深刻的認識，并加強學生對當前學習以及對未來工作的責任感。正確處理語言知識和語言能 外國語學院
《商務英語文選》教案及講稿
朱惠華
力的關系掌握語言知識和發展語言能力是互相促進、相輔相成，缺一不可。與此同時應當明確：商務英語專業所培養的對象將來絕大部分要從事涉外商務工作。因此，進行教學在充分注意傳授語言知識的同時，要著重培養和提高學生的運用語言的能力。
為此，在教學中要認真貫徹“啟發式”的教學原則，誘導學生大量反復地運用已有的語言知識去理解、分析、研究所學內容，逐步形成解決實際問題的能力。資料的查詢也是學習中必不可缺的一個部分，在教學中要使學生掌握并熟練運用資料查詢的方法、途徑。例如詞義可以查閱字典，背景知識可以通過互聯網搜索。互聯網的普及，給資料的查詢帶來了極大方便。另一方面，信息量的爆炸性增長，也給信息的處理和篩選增加的大量的工作。所以，能否迅速查閱到所需信息，在今后工作中也起到至關重要的作用，英語信息查詢也是學生通過本課 程培養提高的一種重要技能。
正確處理有關外貿知識介紹和語言教學的關系
《商務英語文選》課程是一門專業英語課，脫離了特定的專業內容就無所謂專業英語。所以，專業英語的教學必然要和有關專業內容的介紹結合進行，才可說明英語在這一專業領域內是如何傳遞信息的。本課程通過根據所教授語言內容的需要，恰如其分地介紹經貿知識和其它有關專業內容以配合、促進語言教學，同時也起到幫助學生鞏固和豐富有關專業知識的作用。靈活選用教學法
教學要求
下面所列的為該課程的教學重點與要求：
1）掌握西方商務報刊英語文章的常用詞匯、常用句型、風格和修辭手法；
2）了解西方商務報刊文章的主要文體，如新聞報道、形勢綜述、分析評論、市場調研、年度報告等；
3）準確理解這類文章中經常出現的國際經貿商務概念和理論；
4）熟練閱讀、正確理解并逐漸學會欣賞商務報刊文章的語言和文字魅力，具備初步的獨立分析能力；
5）通過有效的閱讀訓練，學會解讀商務英語報刊文章的段落大意和中心思想；在正確理解的基礎上，撰寫文章概要和與文章主題相關的小論文等；
6）進行商務報刊文章的段落翻譯（英譯中），要求譯文符合原義，行文順暢；同時，進行一些中英句子翻譯，主要目的是讓學生學會商務報刊文章中最常用的表達方法的實際運用。外國語學院
《商務英語文選》教案及講稿
朱惠華
上面所提的常用詞匯、常用句型、文章基文體及其他相關的要求都以對外經貿大學王關富教授主編的《商務英語閱讀》（2002年8月高等教育出版社出版）教材為依據。學期成績構成
《商務英語文選》課程的學期成績由三部分組成：平時占20%、期中考查占10%、期末考試占70%。
平時成績包括本課程的各種作業（口筆頭）和學生課堂表現；期末考試的要求：平行班級在期末都要求舉行統一命題的閉卷測試，并進行統一流水閱卷。課程教材
選用對外經貿大學王關富教授主編的《商務英語閱讀》（2002年8月高等教育出版社出版，“十五”國家級規劃教材）。本教材是由資深教授率領對經貿英語進行了多年深入研究并同時具有常年一線教學經驗的教師團隊精心編撰而成。所選文章既有集中體現國際經貿商務中最具普遍意義的內容，又有涉及當代國際經貿主要領域的專題文章，并且配備了大量具有針對性的練習，有助于幫助實現本課程的教學目標。
鑒于商務報刊英語是英語語言中發展甚為活躍的部分，教學必須動態跟進。因此，本課程根據國際經貿形勢的發展，結合教學重點補充選用最新的報刊時文，以反映當今世界經貿商務領域的最新動態，為教學提供最鮮活的專業知識和英語語言素材。教學內容與安排
本課程每課需要6課時，有些準備工作和活動要求學生在課前或課下進行，以適當壓縮 課堂課時、提高課堂教學效率。
外國語學院
《商務英語文選》教案及講稿
朱惠華
Chapter 1 The Long March Ｉ．教學目的
通過本課程的學習使學生了解中國企業和產品正在經歷的國際化進程，從只是為外國跨國公司加工產品的“Made in China”到逐漸開始在國際市場上擁有自己的產品品牌，中國企業和品牌已開始在國際市場上崛起，但在真正成功之前還需要進行一次“萬里長征”，還面臨各種挑戰與困難。作者撰文此文的目的是要提醒西方讀者：注意中國企業的國際市場戰略動態，如何借中國企業希圖打入海外市場之力，更為輕松地進入中國市場。在語言文字方面，學生應當仔細閱讀本文，熟悉掌握商務英語的特點，包括相關的商務詞匯和用語，增強用準確流利的語言表達商務專業內容的能力。II．教學計劃
本課計劃使用6課時完成：約1課時作課文背景知識介紹，進行與課文主題相關的問題討論；使用4個課時進行課文的串講，注意力放在課文的重點和難點上，確保學生對文章內容的準確理解；本課練習與課堂討論需要1課時。III．教學方法
課堂講解與課堂練習相結合。課堂講解以教師口授為主；課堂練習以鞏固知識和訓練技能為目標。講解時突出重點詞、句，著重解釋難句難段。課堂練習要充分調動學生的積極性，其形式和內容服從教學目的。練習的主要形式是： Paraphrasing Summarizing Translation Questions and answers Discussion IV.教學要求
學完本課文后，學生應：
掌握課文中的重要商務詞匯和術語； 能正確分析并理解課文中的長句和難句；
在正確理解的基礎上能將相關句子和段落譯成規范的漢語； 外國語學院
《商務英語文選》教案及講稿
朱惠華
能比較流暢地表述課文中所學的商務知識和內容。V.背景知識
1．China’s economic development in 2003 The year of 2003 was important yet unusual for China in its development,in which China achieved a great deal in the reform and opening up drives.China overcame all the difficulties caused by the outbreak of SARS epidemic and other severe natural disasters, and maintained a high economic growth of 9.1 per cent averaged for the year.GNP readings in that year rose over USD 1,400 billion, ranking the 6th of the world’s largest economies, and its per capita GDP was past the milestone of USD 1,000.The national financial institutes registered a remarkable growth.Export and import increased substantially with a combined total of more than USD 850 billion, up by 37.1%over the same period of the previous year.And the same figure eased China into the 4th largest trader in the world, with a growth of 34.6 per cent in export and 39.9 per cent in import.China’s import from the rest of the Asian region increased by 42.2 per cent, including Japan(38.7%), India(51.0%), South Korea(87%)and the ASEAN countries and regions(51.7%), respectively.China is now a main trade partner with other Asian countries and regions.An accumulated total of USD 53.5 billion in foreign direct investment was channeled for actual use in the year of 2003.By the end of that same year the outstanding balance of foreign exchange reserves stood at USD 403.3 billion and Renminbi remained stable.These achievements point to the all-time high in the national strength and capability.2.課文的相關資料
本文發表在香港出版的《遠東經濟評論》（Far East Economic Review）上，是封面文章，亦即重頭文章。
標題是the Long March，作者在此借紅軍的長征來比喻中國企業和產品國際化的過程，屬于修辭上的“典故”用法。誠如媒體共識：中國企業要想在全球市場上參與競爭，“萬里長征”尚在初級階段，爭取把“中國制造”的產品打造成全球性的知名品牌，還需要經歷許多的競爭、挫折、甚至失敗，到達目的地之前“還有很長的路要走”。
本文作者名叫Trish Saywell，成文之前他到廣州和上海旅行采訪，故在署名欄寫著：Trish Saywell in Guangzhou and Shanghai，文章發表后不久調往新加坡任職。國際商務橋網站在其“論文與觀點：[國際企業與管理]”欄目下發表了對外經濟貿易大學王健教授“談對中國企 外國語學院
《商務英語文選》教案及講稿
朱惠華
業迎接全球化挑戰的認識”一文，王健教授在接受《國際商報》世紀刊記者采訪時，從其海外經歷談到了中國企業走向國際化的各種問題及解決方案。讀者可以參看?！侗本┣嗄陥蟆?003年06月19日發表了該報記者陳玉明采寫的長篇報道，題目是“日本還是不是我們的老師”。文章中的一些觀點很有見地，對于我們理解本文以及進一步關注同一議題，具有極大的參考價值。人所共知，“中國制造”的弱點或者說軟肋在研發方面?！皼]有核心技術”，是對中國家電業的普遍責備。比如，代表未來大屏幕彩電發展方向的等離子電視，其關鍵部件——等離子顯示屏的生產，全部掌握在6家日韓企業手中。至于中國的DVD企業被人家索取高額專利使用費的事，就不必再說了。但事實上，中國家電業比核心技術更缺乏的是競爭戰略。或者我們換一個說法：中國家電業并非沒有戰略，問題是大家的“戰略”是趨同的，企業缺乏自己獨特的競爭戰略。這種趨同的“戰略”就是規模二字。上規模，一直是中國家電企業的主流競爭戰略。這源于中國家電業是在短缺經濟時代起步的，那時候，誰產得多，誰就賣得多，誰賺的錢也就多，用不著什么“戰略”這套，使勁兒干就是了。但事物的發展都有個度。當產量的增長已經大于現實需求的時候，我們的企業卻沒有轉過彎來，仍然慣性地把市場占有率作為經營目標，當了“大王”還想當“霸王”，期望以此把對手擠出行業。但由于體制的原因，中國的很多企業實際上是沒有退路的。于是，大家越苦越斗，越斗越苦。國內22家家電類上市公司，1999年的凈利潤總額是35.6億元，2000年還有10.4億元，到2001年就是虧損28.4億元了。這表明，中國家電業長期以來所依賴的簡單復制式的規模化發展之路，作為一個行業，已經走到盡頭了。日本式的“標準化大規模生產”將逐步為“個性化大規模定制”所取代。競爭戰略趨同導致的另一個結果是產品的嚴重同質化。由于大家提供的是使用價值近乎相同的產品，消費者只好在價格上作出選擇。消費者這種“不良”的消費取向，導致生產者的利潤水平不斷降低；利潤的降低又導致企業失去了通過價值方面的努力改變這一狀況的能力。這與日本企業的質量和成本的同時改善一樣，都像是“既要馬兒跑得好，又要馬兒不吃草”，顯然是一種難以持續的經營戰略。3.China’s biggest brands by Forbes(10.20.03)
Many Chinese manufacturers have little choice but to go global.Fierce competition at home means future profits lie in selling branded goods in rich countries, just as Japanese and South Korean firms found.It will require a combination of attractive products, good service and first-rate technology.Top Chinese companies are now getting into the branding game.The following are China’s top 15 brands to watch: 外國語學院
《商務英語文選》教案及講稿
朱惠華
1.Haier:Home appliances 2.CIMC(China International Marine Containers-Shenzhen):Freight containers 3.Tsingtao:Beer 4.Tong Ren Tang:Traditional medicines 5.Yanjing:Beer 6.Pearl River:Pianos 7.Legend/Lenovo:PCs 8.Ancai(Anyang,Henan):TV tubes 9.Shanghai Zhenhua:Container cranes and port machinery 10.Erdos:Cashmere 11.Wanxiang Qianchao(Hanzhou,Zhejiang):Automotive parts 12.NCPC(North China Pharmaceutical Group Corp.—Shijiazhuang,Hebei):Pharmaceuticals 13.FAW(First Automotive Works—Changchun,Jielin):cars 14.Broad(Beijing):Air-conditioning 15.COSCO(China Ocean Shipping--Beijing):Shipping 4.Grey China Grey China Advertising Ltd.,located in Beijing.It is a partner company of Grey Worldwide, a subsidiary of Grey Global Group.Grey Worldwide: Grey Worldwide, our global advertising agency, is one of the ten largest advertising agencies in the world, with offices in over 90 countries.It has one overriding focus: to produce truly great creative work, to produce work that soars, makes us proud and fosters the brand relationship with consumers—work that helps our clients prosper.Grey Worldwide provides highly creative services including brand ideas and strategies, brand planning, creative development and production.Our agency is organized into four geographical units: North America;Europe, Middle East & Africa(EMEA),Asia-Pacific and Latin America.In 2000, when Grey Global Group(formerly Grey Advertising)became a holding company of many partner companies, each focused in a different marketing communications business discipline, we separated our largest business—advertising—into a single new agency: Grey Worldwide.外國語學院
《商務英語文選》教案及講稿
朱惠華
Worldwide Headquarters: 777 Third Avenue New York,NY 10017(212)546-2000 Ed Meyer,CEO Grey Global Group Grey Global Group: Grey Global Group has a celebrated history of excellence and innovation.Our success story began more than 85 years ago…
In 1917, Grey was a one-man, one-room shop.The one man was Larry Valenstein, who borrowed $100 from his mother to start a direct mail company, which he called Grey Studios.By 1925, he had already hired an ambitious assistant named Arthur Fatt and had acquired enough consumer accounts to necessitate a name change to Grey Advertising.They had no money, no connections, no advanced education and no experience in the advertising business.They trusted their native wit, intelligence and street-smart savvy to generate ideas that would build business for their clients and, as a result, for them.Today, Grey has evolved from a one-client, one-room agency to an$12 billion communications powerhouse.Grey Global Group is the 7th largest communications company in the world, and each of its partner companies is focused on being best in class in its particular specialty.The entrepreneurial spirit and vitality that defined Grey’s beginnings continues to characterize the steps we are taking to meet the demands of the new century.5.Kearney History Since 1926 we’ve been providing high-value management consulting services — that’s more than 75 years filled with significant growth and geographic expansion, and long-term relationships with major companies across the globe.For our first 35 years, we stayed true to our Chicago roots until establishing an additional location in 1961.Three years later, we opened our first non-U.S.office in Düsseldorf and went on to create a presence in other parts of Europe, North America, South America, Asia and Africa.In 1995, we joined forces with EDS, a leader in global technology services.Today we are an independent subsidiary consisting of 4000 employees based in more than 60 cities and 35 countries.外國語學院
《商務英語文選》教案及講稿
朱惠華
From our consulting roots in operations and the manufacturing industry, we have expanded our service offerings to meet the needs of a changing business world, technological environment and global marketplace.With over three-quarters of a century of experience, a solid ever-growing base of intellectual capital and many meaningful business relationships behind us, we’re looking forward to an even bigger future.Overview Who are we? We are one of the largest high value management consulting firms in the world.We have a broad range of capabilities and expertise in all major industries and we offer a full spectrum of services, including strategy and organization,operations,business technology solutions,enterprise services transformation and executive search.What do we do? Our firm focuses on CEO-level concerns—traditional issues such as leadership, globalization, enterprise transformation and product strategy, especially focusing on the challenges of a difficult economy.Only A.T.Kearney combines high value management consulting, expanded capabilities and proven solutions that deliver tangible results.What is out mission? Our mission describes the value we intend to deliver to our clients, now and into the future.We are dedicated to achieving profound, tangible results for our clients as a management consulting firm.What do we promise? We deliver tangible results.Our clients receive a high return on their consulting investment.We bring new intellectual content and solutions that work.Our officers are actively involved in every engagement.A.T.Kearney is known for its ability to provide practical, concrete recommendations and support clients right through implementation.We do this in an environment that encourages “working partnership.” General information Staff 4000 employees worldwide, approximately two-thirds are consultants;our people have broad industry experience and come from leading business schools.We staff client teams with the best 外國語學院
《商務英語文選》教案及講稿
朱惠華
people throughout the A.T.Kearney world Industry specialties Aerospace & defense Automotive Communications & media Consumer industries & retail Financial institutions Government High tech & electronics Pharmaceuticals/health care Process industries Transportation & travel Utilities Service practices Strategy consulting Business Technology Operations consulting Enterprise Services Transformation Client satisfaction From surveys conducted in the first half of 2004,96.9%said they would use A.T.Kearney in the future.Over 98%rated our consultants as good to excellent.Heritage Founded in 1926;delivering meaningful results to clients for more than 75 years Parent company A.T.Kearney is an independent subsidiary of global services leader EDS.EDS EDS provides a broad portfolio of business and technology solutions to help its clients worldwide improve their business performance.EDS' core portfolio comprises information-technology applications and business process services, as well as information-technology transformation services.EDS'A.T.Kearney subsidiary is one of the world's leading high-value management 外國語學院
《商務英語文選》教案及講稿
朱惠華
consultancies.We support the world's leading companies and governments in 60 countries.Employees: more than 120,000 2003 revenues: more than$20 billion Ranked 87th on the Fortune 500 VI.課文講解
1．which is image-driven(p.1)image指品牌形象，driven“受??驅使”，image-driven,adj.,形象驅動的；化妝品等產品受品牌
形象的影響很大。全句是講，消費者在購買化妝品這類產品時，很大程度上看重品牌的知名度。
2．joint venture(p.2)venture一詞的含義是：a business enterprise involving some risk in expectation of gain,即“追求利潤但有某些風險的企業”，因此joint venture在此是指“合資企業”。3.distribution channels(p.2)distribution channel是指the set of firms and individuals that take title, or assist in transferring title, to the particular product or service as it moves from the producer to the consumer（在產品和服務從生產商向消費者轉移的過程中取得這些產品或服務的所有權或者幫助轉移所有權的企業和個人）。實際上它指的就是我們平常所說的middlemen（中間商），主要包括批發商(wholesaler)和零售商(retailer)。4.premium brands(p.2)這里指的是products regarded as superior in quality and sold at a higher price，高檔品牌的商品。5.status-conscious domestic consumers(p.2)對社會地位十分敏感的國內消費者，也就是，為了滿足虛榮心、顯示自己的社會地位或表明自己屬于社會上層而不惜大把花錢買高價商品或進口商品的人。6．Meidi(p.2)廣東美的電器公司，在澳大利亞、加拿大、歐洲、中國香港、南美，和美國等地設立了辦事處現已將其英語名稱改為Midea。7.white goods(p.3)白色家電，如冰箱，洗衣機，微波爐，消毒碗柜等。另還有灰色家電（gray goods）的說法，外國語學院
《商務英語文選》教案及講稿
朱惠華
主要指錄像機（VCR），影碟機（VCD），攝像機（VC）等。8.ABN Amro Securities(p.4)荷蘭銀行所屬證券部 9.Unilever(p.4)英荷聯合利華跨國公司，是世界上第二大消費者用品公司。聯合利華現在中國有11個合資企業, 1個控股公司（holding company），2個全資公司（fully owned company）。公司主要經營下列4種
產品：食品、洗滌劑用品、個人護膚品和專用化學品。在中國比較著名的品牌產品有：旁氏（Ponds）, 凡士林（Vaseline），珍珠膏（Pears），美加凈（Maxam），潔諾（Signal）等洗發、護肢、口腔護理等用品。10.Laocai(p.5)
老蔡醬油，中國臺灣品牌，現已被聯合利華公司收購。11.Coty(p.5)美國科蒂化妝品公司
12.…believes the brand----overhauled, repackaged and resold at a premium----can give Tsingta a run for its money in overseas markets(p.5)句子中的三個過去分詞overhauled, repackaged and resold at a premium，實際起到一種條件從句的作用(if??)。另外，give Tsingtao a run for的意思是“與?進行激烈的競爭/爭奪”。整句話可以譯為：?相信，假如對該品牌進行改造、重新包裝后再加價銷售，那么它就可以跟青島啤酒在海外市場上拼一拼了。13.Yue-Sai Kan Cosmetics(p.5)靳羽西化妝品公司 外國語學院
《商務英語文選》教案及講稿
朱惠華
Chapter 2 The New Economy I．教學目的
什么叫新經濟？是否有新經濟？這是一個從來就沒有定論的問題，世界經濟界的學者們分成兩派，各自都拿出了許多實證、理由來論證自己的觀點，并試圖說服對方。通過本文的學習，使學生了解支持派和反對派的觀點和論說，并從歷史的角度幫助學生體會對經濟規模和管理的發展趨勢。本文涉及到許多經貿商務知識，如：供應鏈、庫存周轉率、規模經濟、產業調整等，學生應掌握這些重要的概念。但最重要的目的是通過本課文的學習增強學生對上述內容的英語表達能力。II．教學計劃
擬使用六課時完成本課內容。一課時介紹背景知識及相關的課堂交流，三個半課時用于課文講解及難點、重點討論，最后一個半課時就與課文相關的問題（如：不同歷史階段技術革新對經濟和管理帶來的影響等）展開討論。III．教學方法：
以學生為中心，通過師生互動、各抒己見的方式理解和認識課文中涉及到的問題（包括知識點和語言方面的問題）。IV．背景知識
1．Definitions to New Economy The term “new economy” has been bandied in the 1990s by journalists, academics, and policy makers in such vague and diverse contexts that the term itself has become synonymous with anything and everything from greater yields on Kansas wheat farms, to better inventory control at Midwest auto parts factories, to billion-dollar IPOs for Silicon Valley dot-com companies.The argument over the existence and definition of the new economy started with the emergence of this term.Advocates and skeptics never come to terms with one another, though the balance now tips in favor of skeptics with the economic pendulum swings from boom to recession.1)Definition One The new economy has been a subject of discussions since the mid 90's among the economists all over the world and especially in the United States.This concept can be described shortly as 'the effects of the new technologies on the current economy'.Those technologies are also named as 外國語學院
《商務英語文選》教案及講稿
朱惠華
“The Information Technologies” and include the hardware, the software, the telecommunication systems and Internet technologies.First of all, those technologies had an effect on the increase of the productivity of firms.As a result, the firms can now produce more efficiently by using less labor force than before.That micro-economic effect has had a deep macro-economic effect on longer term and has been seen as means of a growth on the GPD in several countries.Another profit of the new technologies is the economic growth gathered by new investments.New employments of the growing information technologies companies in other words companies like IBM, Microsoft, HP, AOL, Yahoo or Nokia have huge impacts on creation of new investments, new job opportunities through the high rates of profit they are making.2)Definition Two There are many versions and interpretations regarding this concept.Nonetheless, the fundamental idea about “new economy” is that it is digital, namely information assumes various forms reduced to bits stored in computers;its knowledge, ideas about goods and how to produce them.Moreover, within the twenty years there have been significant changes in the economy that have been powered by many industries that impact the New Economy, that consist of semiconductors, computers, software, the Internet, telecommunications and biotechnology.In a nut shell, New Economy not only consists of these industries but it is about communication with the computer, the “soft” intangible things such as intelligence funds, information, networks, and primarily modes of communicating.“The New Economy” is often used when describing high-technology businesses or stocks.Sometimes news commentators will separate the stock market into “Old Economy” and “New Economy” stocks rather than NYSE and NASDAQ stock markets.However, The New Economy is more than the latest 'catch-phrase' and involves much more than high-technology companies.Evolving initially from a view of productivity, it is thought that high-technology will directly improve productivity.However, part of this increase will come from new ways of doing business as well as productivity increases that come directly from technology improvements in manufacturing and service business sectors.Productivity is simply a byproduct of the demand for technology.Another aspect of the New Economy is the global economy.The Internet has recently stolen the limelight in the area of global trade.International trade has been improving since the 1960's and it would continue to improve without the Internet.But the 外國語學院
《商務英語文選》教案及講稿
朱惠華
Internet provides a new avenue for businesses to deliver their products.I think theories of huge retail sales coming of age with the Internet are exaggerated, at least in the near-term.But business-to-business transactions could improve dramatically in the coming years.One area I'm referring to might be suppliers to manufacturers.A large manufacturer could reduce costs by allowing their parts distributors to fill orders to customers and eliminate inventories of repair or spare parts by utilizing their web-site.This allows a great deal of flexibility in the manufacturing process.Other possibilities could include foreign companies bidding for sub-assembly contracts with U.S.manufacturers.The possibilities are only limited to the imagination, but the result would be reductions of average and variable costs.In this sense, all companies can be New Economy companies.The separation of “Old Economy” and “New Economy” companies should be eliminated in the area of technology.Their separation should be restated that there are companies who haven't changed and those who have.Overall, I believe The New Economy is a new and more profitable method of performing business in the future and not unlike the changes that occurred in the past when mass-production became the generator of the changes.It will not only change the way business is performed but will impact governments as well.The Internet provides a vehicle for all governments to be more efficient in planning, informing, as well as interact with their constituents.Past vehicles for doing business that helped transformed this country were canals, roads, and railroads.The future may include “digital bytes” as the latest infrastructure that helps transform the world economy into a new “Industrial Revolution.” But this is different, and not associated with mass-production capabilities.It isn't just an information revolution either.Maybe it would be more appropriate to call it “The Telecommunications Revolution.” The New Economy is a summation of economic benefits from several sources such as worker skills, entrepreneurial skills, productivity, global trade, economies of scale, capital investment, technology, communication, information, the Internet and most important, effective demand.But most important is its demand-orientation and evolutionary nature.And it is important that we understand its nature.It is dynamic and not static as described by most traditional economics textbooks.3)Definition Three When we talk about the new economy, we're talking about a world in which people work with their brains instead of their hands.A world in which communications technology creates global 外國語學院
《商務英語文選》教案及講稿
朱惠華
competition-not just for running shoes and laptop computers, but also for bank loans and other services that can't be packed into a crate and shipped.A world in which innovation is more important than mass production.A world in which investment buys new concepts or the means to create them, rather than new machines.A world in which rapid change is a constant.A world at least as different from what came before it as the industrial age was from its agricultural predecessor.A world so different its emergence can only be described as a revolution.Free markets are central to it.But simply to say that the new economy is about the unprecedented power of global markets to innovate, to create new wealth, and to distribute it more fairly is to miss the most interesting part of the story.Markets themselves are changing profoundly.Working with information is very different from working with the steel and glass from which our grandparents built their wealth.Information is easier to produce and harder to control than stuff you can drop on your foot.For a start, computers can copy it and ship it anywhere, almost instantly and almost for free.Production and distribution, the basis of industrial power, can increasingly be taken for granted.Innovation and marketing are all.So an information economy is more open-it doesn't take a production line to compete, just a good idea.But it's also more competitive.Information is easy not just to duplicate, but to replicate.Successful firms have to keep innovating to keep ahead of copycats nipping at their heels.The average size of companies shrinks.New products and knockoffs alike emerge in months rather than years, and market power is increasingly based on making sense of an overabundance of ideas rather than rationing scarce material goods.Each added connection to a network's pool of knowledge multiplies the value of the whole-one reason for Microsoft's astonishing growth.The result: new rules of competition, new sorts of organization, new challenges for management.Some zealots talk about a New Economy, capital N, capital E, all too easily caricatured as “there won't be inflation anymore, because of technological change.”Alas, as Stanford economist Paul Romer has reminded us, “If a majority of the Fed's board of governors decided to have 20 percent inflation, they could have it in a year, possibly in months.”Then there's the idea that recessions are things of the past.This comes up at the end of every expansion.What's true is that the shift to an information economy is redefining how we need to think about both good times and bad.We don't know how to measure this new economy, because the productivity of a decision-maker is harder to grasp than the productivity of someone bolting 外國語學院
《商務英語文選》教案及講稿
朱惠華
together cars.We don't know how to manage its companies, because decision-makers can't be told what to do.We don't know how to compete in it, because information seeps so easily that supermarkets now offer banking services and Amazon.com has infiltrated its virtual bookshelves into Web sites the world over.We don't know how to oversee it, or whether it ultimately needs oversight at all.2.Arguments about the New Economy 1)PAUL DAVID, Economics Professor at Stanford University and Senior Fellow at the Stanford Institute for Economic Policy Research.We have to look to the developments of digital information technologies and their diffusion through the economy for the likely sources of sustained trend growth in[total factor productivity]at the pace that has been achieved recently.Certainly any further acceleration in TFP growth will have to come from that direction.This is not a discouraging view, because in the immediate future there are several promising trajectories that should be noted as holding still largely untapped potentials for productivity growth.One of these trajectories is the much-discussed expansion of interorganizational computing via the Internet.Recent estimates indicate that in many branches of economic activity,10 percent to 15 percent cost savings in procurement activities will be available through the diffusion of business-to-business e-commerce;still higher percentage costs savings in procurement and related interfirm transactions are estimated not only for manufacturing, but also for service activities such as freight transport and media and advertising.A second cost-saving path is likely to emerge with the development and increasingly widespread diffusion of new, specialized, robust and comparatively inexpensive “information appliances” that have wireless communication capabilities permitting them to function as components of larger, flexible systems supporting related production tasks.The diffusion of teleworking is a third trajectory that has major potential for savings in infrastructure capital, as well as through the reduction of the costs of measures required to abate pollution and environmental degradation in congested urban areas.I am convinced that those economists who doubt that there will be significant long-term productivity payoffs from the information revolution will be proved wrong.But those payoffs will not come freely;they will entail much learning and costly organizational changes.Nor will they happen overnight-even if a domestic macroeconomic environment conducive to long-term 外國語學院
《商務英語文選》教案及講稿
朱惠華
investment continues to be maintained and we are lucky enough to escape real and financial shocks in the international economy of the serious kind that could be triggered by the current threats to peace in the Middle East.2)ROBERT SCHILLER, Economics Professor at Yale University, author of Irrational Exuberance, a new book on the stock market bubble
Every decade had its innovations.Now it is the Internet.If we didn't have the Internet we might instead expect below-average economic progress in the future.As far as I can tell, the new economy is business as usual.But the stock market doesn't know that.The Internet has made a huge impression just as the invention of the railroad did in the 19th century, when people stood at the station and saw the powerful trains rumbling in.The impression helped create a big 19th century boom in rail stock.In the'20s you probably got your first radio, telephone, your first car and your first electric refrigerator, and that created quite a sense of how amazing technology was.We saw another spectacular stock-market boom.Fast-forward to the 1990s.The Internet is a wonderful innovation but the public...got overexcited about it.The Internet can retard profitability.There's lots of duplication of investment because everyone is competing.And there's a tendency for the public to blur productivity and profit.Both words start with the letters “pro,” and apparently it is easy for people to think they are the same thing.Historically they are not.You can have nice productivity growth but falling profits.With higher productivity, workers will be paid more, and that will eat into company profits.We don't know if productivity gains will mean higher company profits.3)JOSEPH STIGLITZ, Economics Professor at Stanford University, former Chief Economist, World Bank The increases in productivity in the United States over the last few years are real.And there is every reason to believe that the Internet and computers have played an important role.The Internet is not only an effective way for people to communicate, but it has also made people think about the way business is conducted.That process of rethinking how business is conducted itself has a productivity-enhancing effect.Some people argue that it is nothing more than the normal process of investment.That we have invested a lot and this is the fruit of the investment, that it is not true increases in productivity or increases in so-called total factor productivity.But in some ways that debate is irrelevant.The 外國語學院
《商務英語文選》教案及講稿
朱惠華
investment has been made in part because of the high returns these technologies produced.If you didn't have the new innovations it would not have been attractive to make the investments.The old laws of economics are still true, but some of the characteristics of new technology are really different from industrial technology.You are going from investing in machines to investing in ideas.Those are very different types of investments.4)ROBERT SOLOW, retired Economics Professor at the Massachusetts Institute of Technology, Nobel Laureate in Economics Like everyone else I know, I could not understand how the market could put such a big value on companies with no profits and no realistic expectations of profits.The unflattering way to describe the new economy is it's just hype.A more flattering way to put it is there is confusion between an event that is striking in that it affects the way you live and its actual economic importance.Having color TV, instead of black and white, affects everyone's life, but you would not look at the U.S.economy between the'60s and the'80s and say the changes in the economy during that time were dominated by people having a color TV.There has been tremendous productivity growth in the computer industry.You see spectacular reduction in price.That represents cost reduction and productivity increases, but it's not clear that this improvement has spread to sectors using computers.Some 80 percent of IT hardware is sold to the service sector, but it's not showing major increases in productivity.It could be we don't measure productivity in service industries correctly, but I doubt this is the whole story.If you watch the GDP and capital investment rather than the stock markets, it is hard to see any spectacular response you would ascribe to the new economy.For any business that makes an investment in information technology, there is a second-best investment it could have made.What you can impute to the new technology-based economy is only the difference in the returns on those two investments: If you would have gotten 8 percent on an old-economy investment and you get 10 percent on a new-economy investment, the difference is 2 percent.5)HAL VARIAN, Dean of the School of Information Management at the University of California at Berkeley From 1904 to 1908,240 companies entered the automotive business, the Internet of that time.In 1910 the industry went through a consolidation, and many companies went out of business or were absorbed into other firms.As the industry matured, those 240 companies had to be winnowed 外國語學院
《商務英語文選》教案及講稿
朱惠華
down to a dozen or so.Initially Ford priced his product low-just like Amazon selling books at a 40 percent discount.This built the market.But in the 1920s General Motors pioneered yearly model changes, and “style” became the buzzword of the time.Every Ford was black just as, up until recently, every computer was beige.GM changed the rules;Ford had to compete or disappear.The same thing is happening with computers.No one cares which beige computer you have, but which cool “information appliance” you have.At the retail level, the computer business is becoming a fashion industry.We still have a business cycle.We will still have recessions and booms.I don't think depressions are likely, but there will always be periods of consolidation like we are seeing now.We won't see people lining Route 101 with signs saying “will design Web pages for food.” Every time a dot-com goes under, its employees will be hired by Cisco, IBM, HP, Sun...or by Ford or GM for that matter.V．課文注釋
1.Leave sth.for dead :desert sth.in the belief that it is dead or hopeless（p.26）For example: “Some of us new soldiers were sent in trucks to the jungle.There we were beaten;all were left for dead,” he said.“ When I gained consciousness, somehow I managed to escape to an uncle's house.” Mr Sonu Bhalla said the condition of his mother suggested that she had been attacked with rods and sharp-edged weapons before being strangulated.The robbers had left her for dead, but she survived.2.price-earning multiple(p.26)價格-收益比例，行話“市盈率”，等于股票市場價格÷每股稅后收益。它表示市場對該股票最近期報告收益所愿支付的倍數；即按當前收益率該股票從利潤償清的年數。市盈率高，說明人們對這個股票的將來看好，期望值高。
price-earnings ratio(P/E ratio, earnings multiple, market multiple, multiple, P/E ratio)A common stock analysis statistic in which the current price of a stock is divided by the current(or sometimes the projected)earnings per share of the issuing firm.As a rule, a relatively high price-earnings ratio is an indication that investors believe the firm's earnings are likely to grow.Price-earnings ratios vary significantly among companies, among industries, and over time.One of the important influences on this ratio is long-term interest rates.In general, relatively high rates 外國語學院
《商務英語文選》教案及講稿
朱惠華
result in low price-earnings ratios;low interest rates result in high price-earnings ratios.3.ionosphere(p.26)電離層。大氣層分為對流層、平流層（同溫層）、電離層等。電離層高度大約在100公里以上，用來比喻高。
注意：英語語言中的比喻修辭手段，其客體經常經常采用高科技的發展的前沿領域。例如漢語中比擬高的成語，有氣沖霄漢，高入云霄，九重天等等，往往是傳統的，科技中出現的新詞匯引用不多。英語比喻“高”的，除了本文中的ionosphere外，《商務英語閱讀》中還有stratospheric stock prices(Chapter 13,p.279)4.Treasury bills(p.27)財政短期證券。一個國家為了穩定本國經濟或某種特殊需要籌集資金，所發行的一種債券，期限一般在一年左右，因為這種證券風險小，容易推銷，通常指英國或美國政府所發行的短期票據。類似于我國內的“國債”，但國債雖有長期和短期之分，名稱卻都是一樣的。英美的國債有三類：Treasury bond(T bond),Treasury note(T note)and Treasury bill(T bill).Treasury bond: A bond issued by the U.S.Government.These are considered safe investments because they are backed by taxing authority of the U.S.government.The interest on Treasury bonds is not subject to state income tax.T-bonds have maturity's greater than 10 years, while notes and bills have lower maturity's.Treasury note: The only difference between a Treasury note and a Treasury bond is that a Treasury note is issued for a shorter time(e.g., two to five years).Treasury bill: This is held for a shorter time(e.g., three, six, or nine months to two years)than either a Treasury bond or a Treasury note.Interest on T-bills are paid at the time the bill matures, and the bills are priced accordingly.5.a new complement of companies(p.28)complement n.something that fills up, completes, or makes perfect;the quantity or number required to make a thing complete
《商務英語文選》教案及講稿
朱惠華
7.critical mass(p.29)臨界點in nuclear physics, the minimum amount of a given fissile material necessary to achieve a self-sustaining fission chain reaction under stated conditions.Its size depends on several factors, including the kind of fissile material used, its concentration and purity, and the composition and geometry of the surrounding reaction system.1)The smallest mass of a fissionable material that will sustain a nuclear chain reaction at a constant level.2)An amount or level needed for a specific result or new action to occur: “The sudden national uproar over drugs and drug abuse has reached politically critical mass in Washington”(Tom Morganthau).核燃料達到臨界質量，就能維持核連鎖反應，連續不斷地釋放出能源來；原子彈要達到一定的體積后才會爆炸。這兒用來比喻高科技投資積累達到一定數量，就能自我維持持續性增長，甚至會出現爆炸性增長。8.Capital deepening(p.29)資本深化c.f.capital widening資本廣化
Increasing the quantity of capital without altering the proportions of the other factors of production.This will occur where the capital stock and employment are both increasing.Where the capital stock is increased and the numbers employed remain constant or fall then production has become more capital-intensive and capital deepening has occurred.9.Build it and they will come(p.29)This is an allusion.The quotation comes from an American film Field of Dreams（幻想成真），a fairy tale celebration of the love of baseball, adapted by screenwriter/director Phil Alden Robinson from W.P.Kinsella's novel Shoeless Joe.Standing in the middle of a cornfield, Iowa farmer Ray Kinsella repeatedly hears a voice-the words of discredited “Shoeless” Joe Jackson, a member of the infamous 1919 Chicago Black Sox baseball team that threw the World Series: Build it, and they will come.So he turns one of his cornfields into a baseball diamond.Of course, everyone thinks he's crazy, but in time “Shoeless” Joe Jackson and other ghostly outcasts, who had previously languished in a sort of baseball purgatory, show up to play the game they still love.Soon men from all over the country join them at this baseball shrine, some just to play with the greats, others to mend the 外國語學院
《商務英語文選》教案及講稿
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broken relationships they had with their fathers--But all are trying to get back in touch with simpler times through the purity of America's grandest game.電影《夢幻成真》在商業上取得極大成功，片頭字幕“Build it,and they will come”也廣泛流傳。作者引用這句話，顯然是想說明，以IT為基礎的新經濟，必須先投資建設，然后會發展起來，就像電影《夢幻成真》中的棒球場，只有先建設起來，大牌球星才會來打球,球迷才會追蹤而至，才會取得商業上的成功。10.3rd industrial revolution(p.29)第三次工業革命，即信息革命。
The First Industrial Revolution.In the late 18thcentury,the Industrial Revolution started in Britain but soon extended to continental Europe and America.The Second Industrial Revolution.Despite considerable overlapping with the “old, ”there is mounting evidence for a “new” Industrial Revolution in the late 19th and 20th centuries.In terms of basic materials, modern industry has begun to exploit many natural and synthetic resources not hitherto utilized: lighter metals, new alloys, and synthetic products such as plastics, as well as new energy sources.Combined with these are developments in machines, tools, and computers that have given rise to the automatic factory.Although some segments of industry were almost completely mechanized in the early to mid-19th century, automatic operation, as distinct from the assembly line, first achieved major significance in the second half of the 20th century.Ownership of the means of production also underwent changes.The oligarchical ownership of the means of production that characterized the Industrial Revolution in the early to mid-19th century gave way to a wider distribution of ownership through purchase of common stocks by individuals and by institutions such as insurance companies.In the 20th century, many countries of Europesocialized basic sectors of their economies.There was also a change in political theories:instead of the laissez-faire ideas that dominated the economic and social thought of the classical Industrial Revolution, governments generally moved into the social and economic realm to meet the needs of their more complex industrial societies.外國語學院
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11.sonic boom(p.29)音爆
a sound resembling an explosion produced when a shock wave formed at the nose of an aircraft traveling at supersonic speed reaches the ground--called also sonic bang 飛機在超音速低空飛行時，地面能聽到類似爆炸一樣的聲音：音爆。此地用來比喻速度快，超音速。
C.f.ionosphere詞條的解釋
12.A temporary excess of cheap and excellent technology is not the worst kind of problem a society could have.(p.29)not worst=the best物廉價美的技術暫時供大于求，這可是一個社會求之不得的好事。這兒用的是修辭格LITOTES（曲言法、間接表達法、反語法，以反面的否定代替肯定的詞格，也稱作understatement）。Typically litotes makes a positive statement indirectly by stating a contradictory proposition.Examples: It was no minor matter,=It was a major matter.She’s not unlike her mother.=She is like her mother very much.no easy=very difficult not bad=very good a citizen of no mean city=a citizen of a famous city She's not the friendliest person I know.=she's an unfriendly person She was not a little upset=She was extremely upset.'' “The English poet Thomas Gray showed no inconsiderable powers as a prose writer,” meaning that Gray was in fact a very good prose writer.He was not unfamiliar with the works of Dickens.“She was not disappointed by the news”=“She was thrilled by the news.” You say, “I have not a few regrets.” You mean, “I have many regrets.” You say, “That's not bad.” You mean, “That's good!” You say, “He's no dummy.” You mean, “He's intelligent.” 外國語學院
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13.Tech outfits(p.30)科技設備；科技裝備，注意作者用詞經常發生變化，前面分別用了equipment和gear。14.sit on start-ups boards(p.30)成為新興企業董事會成員。start-up company: a new business.15.break ground（p.30）
原創性的，意為break new ground: to make or show discoveries: pioneer 16.seed money(p.30)等于“seed capital”原始資本, the initial equity capital used to start a new venture or business.This initial amount is usually quite small because the venture is still in the idea or conceptual stage.17．People took such a beating.You’ve got to wipe out those memory banks.(p.31)人們遭了那么大的罪，必須先忘掉那些痛苦的記憶才行。外國語學院
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Chapter 3 Borders and Barriers I.教學目的：
歐元的誕生與流通對于歐洲單一市場的建立有何種影響？歐元給歐洲帶來了什么樣的直接影響？歐元的誕生是否意味著一切相關問題均已得到解決？歐洲的資本市場和債券市場隨著歐元的到來其發展趨勢如何？歐洲各國政府在實現歐洲單一市場的進程中還需要做哪些工作？通過本文的學習，應使學生對上述問題有個大致的了解。其次，學生也應對本文主題相關的背景知識、詞匯、術語等有所掌握。II.教學計劃：
本文擬用六課時完成，背景知識介紹、串講課文以及就文中難點與學生進行討論約占四課時，用一至兩課時就課文內容展開討論，并選做課文后的部分練習。III.教學方法：
采用啟發式教學方法，在預定的各教學環節中，盡可能多地采用教師提問、學生回答并討論的方式。鼓勵學生提出問題，通過師生共同探討達到掌握所學內容的目的，整個教學應是一個師生互動的過程。IV.背景知識： 1.The Euro On 1 January 2002, euro became a physical reality across Europe when the new euro coins were introduced.However, the new currency has been years in the making.The Treaty of Rome(1957)declared a common European market as a European objective with the aim of increasing economic prosperity and contributing to “an ever closer union among the peoples of Europe”.The Single European Act(1986)and the Treaty on European Union(1992)have built on this, introducing Economic and Monetary Union(EMU)and laying the foundations for the single currency.The third stage of EMU began on 1 January 1999, when the exchange rates of the participating currencies were irrevocably set.Euro area Member States began implementing a common monetary policy, the euro was introduced as a legal currency and the 11 currencies of the participating Member States became subdivisions of the euro.Greece joined on 1 January 2001 and so 12 Member States introduced the new euro banknotes and coins.The 12 Member States are: Belgium, Germany, Greece, Spain, France, Ireland, Italy, Luxembourg, 外國語學院
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The Netherlands, Austria, Portugal and Finland.Denmark, Sweden and the United Kingdom are members of the European Union but are not currently participating in the single currency.Denmark is a member of the Exchange Rate Mechanism II(ERM II),which means that the Danish krone is linked to the euro, although the exchange rate is not fixed.The successful development of the euro is central to the realization of a Europe in which people, services, capital and goods can move freely.Advantages of the Euro The euro is fundamentally a tool to enhance political solidarity.This political motivation began when the idea of the European Union and a single currency was first conceived.While it also has the economic effect of unifying the economies of participating countries, it ultimately does much more for the European Union.Economically, the euro's advantages include: Elimination of exchange-rate fluctuations-Any time either a consumer or a business made a commitment to buy something in a different country in the future(at future prices), they stood the chance of paying much more(or less)than they had planned.The euro eliminates the fluctuations of currency values across certain borders.*Price transparency-Being able to easily tell if a price in one country is better than the price in another is also a big benefit, both for consumers and businesses.With price equalization across borders, businesses have to be more competitive.Pricing still varies, but consumers can more easily spot a good deal--or a bad one.*Transaction costs-This is particularly helpful for tourists and others who cross several borders during the course of a trip.Before, they had to exchange their money as they entered each new country.The costs of all of these exchanges added up significantly.With the euro, no exchanges are necessary within the Euroland countries.*Increased trade across borders-The price transparency, elimination of exchange-rate fluctuations, and the elimination of exchange-transaction costs all contribute to an increase in trade across borders of all the Euroland countries.*Increased cross-border employment-Not only can business be conducted across borders more easily, but people are more easily employable across borders.With a single currency, it is less cumbersome for people to cross into the next country to work, because their salary is paid in the same currency they use in their own country.外國語學院
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*Simplified billing-Billing for services, products, or other types of payments are simplified with the euro.*Expanding markets for business-Business can expand more easily into neighboring countries.Rather than having to set up separate accounting systems, banks, etc.for transactions in countries other than their native one, the euro makes it simple to operate from a single central accounting office and use a single bank.*Financial market stability-On a larger scale, the financial and stock exchanges can list every financial instrument in euros rather than in each nation's denomination.This has further ramifications in that it promotes trade with less restriction internationally, as well as strengthens the European financial markets.Banks can offer financial products(loans, CDs, etc.)to countries throughout Euroland.*Macroeconomic stability-Because of the European Central Bank(ECB),introduction of the euro also helps to lower(and control)inflation among the EU countries.*Lower interest rate-Because of the decreased exchange-rate risk, the euro encourages lower interest rates.In the past, additional interest was charged to cover the risk of the exchange-rate fluctuation.This risk is gone with the introduction of the euro.*Structural reform for European economies-The participation requirements of the euro pushed many EU member states who wanted to participate to get their economies in shape and improve their economic growth.With the requirements of the Stability and Growth Pact, they will also have to maintain that control in the future, or face fines.Disadvantages and Risks of the Euro While there are many advantages to the euro, there are also some disadvantages.The cost of transitioning 12 countries' currencies over to a single currency could in itself be considered a disadvantage.Billions were spent not only producing the new currency, but in changing over accounting systems, software, printed materials, signs, vending machines, parking meters, phone booths, and every other type of machine that accepts currency.In addition, there were hours of training necessary for employees, managers, and even consumers.Every government from national to local had impact costs of the transition.This enormous task required many hours of organization, planning, and implementation, which fell on the shoulders of government agencies.The chance of economic shock is another risk that comes along with the 外國語學院
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introduction of a single currency.On a macroeconomic level, fluctuations have in the past been controllable by each country.*With their own national currencies, countries could adjust interest rates to encourage investments and large consumer purchases.The euro makes interest-rate adjustments by individual countries impossible, so this form of recovery is lost.Interest rates for all of Euroland are controlled by the European Central Bank.*They could also devalue their currency in an economic downturn by adjusting their exchange rate.This devaluation would encourage foreign purchases of their goods, which would then help bring the economy back to where it needed to be.Since there is no longer an individual national currency, this method of economic recovery is also lost.There is no exchange-rate fluctuation for individual euro countries.*A third way they could adjust to economic shocks was through adjustments in government spending, such as unemployment and social welfare programs.In times of economic difficulty, when lay-offs increase and more citizens need unemployment benefits and other welfare funding, the government's spending increases to make these payments.This puts money back into the economy and encourages spending, which helps bring the country out of its recession.Because of the Stability and Growth Pact, governments are restricted to keeping their budget deficits within the requirements of the pact.This limits their freedom in spending during economically difficult times, and limits their effectiveness in pulling the country out of a recession.In addition to the chance of economic shock within Euroland countries, there is also the chance of political shock.The lack of a single voice to speak for all euro countries could cause problems and tension among participants.There will always be the potential risk that a member country could collapse financially and adversely affect the entire system.More Euro History The Treaty of Rome was ratified in 1958, establishing the European Economic Community(EEC).The goal of the EEC was to reduce trade barriers, streamline economic policies, coordinate transportation and agriculture policies, remove measures restricting free competition, and promote the mobility of labor and capital among member nations.It was very successful, but just as with the ECSC, it served more of a peacemaking role between the European nations than an economic role.外國語學院
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At this time, the monetary exchange rate between countries was controlled by the Bretton Woods system, which connected currencies to the U.S.dollar, allowing for only a one point fluctuation around designated values.This was referred to as the “pegged rate” and was based partly on the gold backing of the dollar.This system worked well for 20 years, helping to stabilize exchange rates and restore economic growth in the postwar period.By 1960, however, the system began to fail, and exchange-rate agreements became the prevalent topic among European political and economic leaders.By December 1969, Luxembourg's Prime Minister, Pierre Werner, was asked to write an EC(European Community)report covering the need for a complete monetary union among the European economies.The Werner Report came out in 1970 and specifically brought up the idea of a single European currency as part of a cooperative monetary effort.The report was the first to use the term Economic and Monetary Union.Although this plan seemed promising, it lost momentum when President Nixon's 1971 policy of “benign neglect” ended U.S.backing(by its gold reserves)of the predefined exchange rates against the dollar, collapsing the Bretton Woods system.Other foreign central banks were not willing to support the dollar, which would have provided the equivalent of deposit insurance.So where did that leave the European countries when it came to the stability of their currencies? It brought about the development in 1979 of the European Monetary System(EMS),which locked exchange rates among the participating countries into predefined trading zones.This was known as the Exchange Rate Mechanism(EMS).This move, in itself, stabilized the economy by creating predictable trading zones.The next move toward a unified European economy came with the 1987 Single European Act.This act called for the systematic removal of barriers and restrictions that hampered trade between European countries.As a result, border checks, tariffs, customs, labor restrictions and other barriers to free trade were dismantled.2.Andrew K.Rose Professor of Economic Analysis and Policy, Haas School of Business, University of California Berkeley.Managing Editor of The Journal of International Economics(1995-2001).Acting Director, International Finance and Macroeconomics Program of the NBER,(1996-1999).Ph.D.Massachusetts Institute of Technology(1983-1986).31 外國語學院
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3.University of California at Berkeley The University grew with the rapidly expanding population of California and responded to the educational needs of the developing state.As early as 1960’s,Berkeley was recognized by the American Council on Education as “the best balanced distinguished university in the country.” Today, it is one of the best known universities in the world.4.Subramanian Rangan Associate Professor of Strategy and Management Subi Rangan received an MBA from the MIT Sloan School of Management and a Ph.D.from Harvard University.His research and teaching interests revolve around the strategic and managerial challenges facing multinational firms.In 1998,Professor Rangan won the Academy of International Business’ Eldridge Haynes Prize(awarded biennially to a scholar under forty)for the best original essay in international business.In 1995,that academy awarded their Best Dissertation Award to his doctoral thesis.In 1998,Professor Rangan won the Outstanding Teacher award(and was nominated again in 1999)for his MBA elective course on global strategy and management.5.Insead（楓丹白露商學院）
Insead是法國最著名的商學院之一，由于該學院位于人們熟知的楓丹白露，因此習慣上被稱為楓丹白露商學院。6.Jan Hommen Executive vice president, and chief financial officer and vice chairman of the Board of Management of Royal Philips Electronics.Jan Hommen was born in s-Hertogenbosch, the Netherlands in 1943.He studied business economics at the Katholieke Hoge school in Tilburg, before beginning his career as controller at Lips Aluminium B.V.in Drunen in 1970.This company was taken over by Aluminium Company of America in 1975 and renamed Alcoa Nederland, upon which he became its financial director.In 1978, Mr.Hommen moved to Alcoa's head office in Pittsburgh, US, as, amongst others, assistant treasurer and vice president and treasurer, becoming executive vice president and chief financial officer in 1991.Also a member of Philips' Board of Management and Group Management Committee, he took up his positions with Philips in April 1997.As per March 28,2002,Mr.Hommen was appointed vice chairman of the Board of Management.32 外國語學院
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7.Baron Alexandre Lamfalussy Alexandre Lamfalussy was born in Hungary in 1929.He left his native country in 1949.He obtained a doctorate(D.Phil.)in economics at Nuffield College, Oxford.From 1965 to 1975 Mr.Lamafalussy served first as Executive Director of Banque de Bruxelles and later as Chairman of the Executive Board.In 1975 he became Executive Director of Banque Bruxelles Lambert.Mr.Lamfalussy joined the Bank of International Settlements(BIS)in Basle in 1976 as Economic Adviser and Head of the Monetary and Economic Department.Between 1981 and 1985 he served as Assistant General Manager of the BIS before being appointed General Manager in May 1985.He held this post until the end of 1993.From 1 January 1994 until 30 June 1997,Mr.Lamfalussy was President of the European Monetary Institute in Frankfurt.Since 1997 he has been teaching and doing research at the “Institut d'Etudes Europeennes” of the Catholic University of Louvain in Louvain-la-Neuve.V．課文講解
1.For all that it has clearly had profound effects already, and will have even deeper ones after January 1st, the euro by itself can only do so much.(p.50)本句中的主句為the euro by itself can only do so much，其中euro是主語。For all that it has clearly had profound effects already, and will have even deeper ones after January 1st為介詞短語，在整個句子當中作狀語。介詞短語中的that引導出一個定語從句，修飾all。代詞it此處指euro。
2.One useful strand of research led by Andrew Rose, an economist at the University of California at Berkeley, suggests that thanks to the single currency, intra-European trade should fairly quickly double or even treble in volume.(p.50)可提醒學生本句中的double和treble的意思分別為“是??的兩倍或增加一倍”以及“是??的三倍或增加兩倍?！闭埧聪旅娴睦洌?/p>
1)The cash flow is expected to treble next year.（意思是現金流轉預計增加兩倍。）
2)The cast double and treble their roles and all make memorable contributions.（意思是每位演員演兩個或三個角色。）
3)China's existing network is already aiming to more than treble in size this year.4)The leap of a kangaroo is double that of the human Olympic record.5)The expanding opportunities, especially in manufacturing, meant that in some districts the
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earnings of women and children were able to double family income.3.If that turns out to be correct, then Europe will greatly surprise the numerous pessimists who have bemoaned its inability to pick up where America’s decade of extraordinary economic growth has left off.(p.50)英語中to pick up where(+其他成分)+主語+leave off表示“從以前的某處重新開始或繼續下去。”例如，教師上課對學生說要接著上次課往下講；節目主持人重提前面的話題等情況，均可以說“Let’s pick up where we left off.”再看下面的例句：
1)We would pick up supplies and I would continue with the wheelbarrow from where I had left off.2)Email newsletters pick up where websites leave off.3)The new product attempts to pick up where IBM's SMS software leaves off.綜上所述不難看出，本句后半部分的意思是說，對歐洲前途持悲觀態度的人感嘆歐洲的經濟發展只相當于美國十年前的水平，沒有能力從美國十年前的水平繼續向前發展。因此，可將這部分翻譯為“美國十年間非同尋常的經濟發展使歐洲望塵莫及，歐洲落后于美國達十年之久。”
4.―But national borders engender discontinuities so profound that they cannot be overcome by removing a single factor among many.‖(p.50)
discontinuity這里的意思是lack of continuity, logical sequence, or cohesion即“不連貫，缺乏邏輯性或一致性?！弊髡叩囊馑际钦f，國與國之間缺乏一致性的地方有很多，差別也很大不可能共用歐元之后所有問題都能夠得到解決。
5.True,the single currency will make it easier for consumers to compare prices.But the starting point for this change is that Europe currently has heterogeneous customers who largely buy heterogeneous products with different ingredients, labels and packages.Much else will need to converge before prices do.(p.51)這部分的意思是說，歐元在歐元區內的流通確實使人們在比較價格時方便了許多。例如，由于商品均以歐元標價，人們在不同國家購物時不再需要兌換貨幣，也無須進行貨幣換算。但是，這些變化終究離不開這樣一個現實或基本點（the starting point），即歐洲目前的消費群體是不同的，他們購買由不同材料生產、有著不同商標及包裝的不同產品。因此，現在還不能說歐洲已經有了一個趨同的市場。
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6.Indeed,Mr.Rangan predicts that although prices in the euro zone will indeed converge, they will do so more slowly than many people think, and mainly in areas where the cost to consumers of making a mistake are relatively low.―No one, if they have a choice, hires the cheapest lawyer,‖ he says.(p.51)對于自己不熟悉的產品，消費者購買后可能會不滿意，這就是本句中making a mistake的意思。如果消費者在購買花錢不多的小商品時出現mistake，造成的損失不會很大，因此小商品市場價格趨同的速度可能要快一些。消費者購買商品時考慮的因素有許多，如產品的質量、性能、花色品種、包裝等，而并不是什么東西便宜就去買什么。這就是作者所說的“No one, if they have a choice, hires the cheapest lawyer”的意思。
7.The interbank unsecured-money market, for instance, is in effect pan-European, with large banks successfully feeding liquidity to smaller, national banks.The secured market has been less successful, largely because its very existence has exposed problems in the underlying infrastructure that can make it difficult to transfer collateral.(p.52)本部分中the interbank unsecured-money market實際上是指“銀行間短期資金市場”或“銀行間拆借市場”，而the secured market則指“資本市場”。
8.The eurobond market has also been an overall success, thanks in part to the integrated clearing and settlement infrastructure that predated it.In the corporate market, well-known companies such as Philips have launched big benchmark issues, and even a few small, unrated companies such as Ducati have issued bonds successfully.(p.52)本部分中eurobond market指“歐元債券市場”；have launched big benchmark issues的意思是說，大公司發行的債券客觀上起到了其他公司在發行債券時以其為標準的作用。unrated companies的意思是“未評級的公司”，即那些不知名的、未在任何排行榜上出現過的小公司。9.Observers say that fewer medium-sized companies have raised money by issuing bonds than was hoped at the outset.Until more do so, the bank-driven alternative system of funding will continue to misallocate capital.(p.52)本部分中，the bank-driven alternative system of funding實際上是指“銀行貸款”，可翻譯為“作為另一種籌資方式的銀行貸款發放體系”。由于許多中型公司不能通過發行債券籌集資金，只能依靠銀行貸款，這樣就很容易出現資金發放錯位的問題。
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10.In the early part of this year it provided a flood of liquidity to telecoms issuers as equity investors’ enthusiasm for that industry dried up.The issuance has since also dried up, but it represented progress.(p.52)本部分的意思是說，由于人們對電信業股票投資失去了熱情，因此便通過發行電信債券的方式籌集資金，而電信債券的發行后來也呈枯竭狀態，但不管怎樣，這是一種進步?！斑M步”是指債券的發行可使籌資方式多樣化，相對僅僅依靠銀行貸款籌資來說是一種進步。11.In America and Britain, the law allows two forms of ownership rights.The first, shared by continental Europe, is full legal ownership.The second, not shared in Europe, is beneficial ownership.This concept allows the creation of depositories in which securities are “dematerialized‖.(p.53)
由于受益性所有權使有價證券失去了其物質形態（例如購買的股票不在自己的名下），因此便產生了depository這一概念，depository原意為“存放處”，這里指一種“無形票據賬戶”，通過該“賬戶”，可認定某人購買了有價證券。
12.Underlying these legal niceties is a hard-nosed business issue:(p.53)“hard-nosed”的意思是“practical and determined”，可修飾人或事物，請看下面的例子： a hard-nosed salesman, a hard-nosed labor leader，a hard-nosed reporter，a hard-nosed attitude，a hard-nosed approach，hard-nosed economic considerations.1)She gave a hard-nosed, step-by-step account of the campaign.2)MADONNA will get￡3 million to play a hard-nosed street girl in the new film.3)He was a hard-nosed, tunnel-visioned businessman, concerned only with getting to his precious meeting on time.13.A small business wanting to refund a customer in another euro-zone country might find that the bank charges not only eat up the refund but cost the poor customer money on top.(p.54)本句的意思是說銀行手續費比所匯退款還要多，客戶不僅提不到款，而且還需拿出錢來給銀行。
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Chapter 4 Economy Terrorized Ｉ．教學目的
通過學習本課，學生應能正確使用經貿文章中的有關統計數字的表達方法;對自2000年至今的美國經濟的衰退和恢復情況有所了解;進一步提高學生對難句的理解能力和翻譯能力并擴大經貿用語和詞匯。II．教學計劃
建議用六個學時。課文講解使用四個學時左右，要重視課文中的知識點和語言點，但講解時要重點突出。最后用一個學時進行總結和課堂討論。III．教學方法
講解（傳授新知識[口授法]）和課堂練習（鞏固知識技能[探討研究法）相結合。講解時突出重點、難點。課堂練習要充分調動學生的積極性，其形式和內容服從教學目的。練習的主要形式是： Questions & Answers Group discussions Paraphrasing Translation Summarizing IV．背景知識
1．About U.S.News & World Report U.S.News & World Report came into existence through a journalistic merger.In 1933, journalist David Lawrence published the first issue of a weekly newspaper called the United States News.Six years later, he launched a magazine called World Report.When the two weeklies merged in 1948.U.S.News & World Report was born.From 1962 to 1984,U.S.News was employee-owned.In 1984,publisher and real estate developer Mortimer B.Zuckerman bought the company.Mr.Zuckerman is also chairman and co-publisher of the New York Daily News.He has substantial real estate holdings, including properties in Boston, New York, Washington, and San Francisco.A graduate of Harvard Law School, Mr.Zuckerman is a former associate professor at the Harvard Graduate School of Business, where he taught for nine
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years.In 1983,U.S.News began its annual rankings of American colleges and universities.The fall of 1987 marked the first publication of the newsstand book, America’s Best Colleges.It was joined by America’s Best Graduate Schools in 1994.U.S.News began its internet ventures in 1993, with a two-year stint as a content provider to the CompuServe Information Service.U.S.News Online(www.tmdps.cnBC cable network.Launched in the U.S.in 1989, CNBC offers audiences in the U.S., Asia and Europe unparalleled business-news programming.Dow Jones is co-owner with NBC Universal of the CNBC television operations in Asia and Europe.Dow Jones also provides news content to CNBC in the U.S., which is similarly branded during the business day.World-wide, CNBC currently reaches more than 197 million households.DOW JONES INDEXES Dow Jones launched its first stock indicator in 1884 with an index mainly composed of railroad stocks.This indicator would later become known as the Dow Jones Transportation Average.In 1896, the Company launched what is now known as the Dow Jones Industrial Average(DJIA), the world's most widely followed stock-market indicator, tracking the world's largest stock market.The average is computed in real-time continuously throughout the trading day and is maintained and updated by the editors of The Wall Street Journal.Comprised of 30 blue-chip U.S.stocks, such as International Business Machines and General Electric, the DJIA appears in newspapers, magazines, television, radio, financial documents, computer screens and in everyday conversation around the world as a barometer of the U.S.stock market.Tradable instruments based on the DJIA, including futures, options and structured products, were licensed beginning in 1997.The Dow Jones Utility Average is the youngest of the three core Dow Jones averages, debuting in 1929.The Dow Jones Global Indexes, developed more recently, include more than 3,000 separate indexes tracking stock prices of more than 5,000 companies in 36 countries, 10 world regions, 10 economic sectors containing 18 market sectors, and 40 industry groups.40 外國語學院
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The Dow Jones STOXX, a family of indexes started in 1998 in a joint venture with the French, German and Swiss stock exchanges, charts the course of the new Europe.OUR HISTORY Dow Jones & Company was founded in 1882 by three young reporters: Charles Dow, Edward Jones and Charles Bergstresser.In their basement office near the New York Stock Exchange, they produced handwritten newsletters called “flimsies” that were delivered by messenger to subscribers in the Wall Street area.Business boomed, and by 1889,the staff numbered 50.The Company decided to turn its small “Customers' Afternoon Letter” into a newspaper that would be called The Wall Street Journal.The first issue, at four pages and selling for 2 cents, debuted on July 8,1889.The Journal prospered, but Messrs.Dow, Jones and Bergstresser saw the need for a faster way to deliver the news.To that end, the Company began delivery of its Dow Jones News Service via telegraph.In 1902, Clarence W.Barron, who had been hired years before to be Dow Jones 'first out-of-town correspondent, purchased control of the Company following Mr.Dow's death.At that time, Journal circulation was about 7,000.But less than 20 years later, in 1920,it had reached 18,750.Mr.Barron introduced modern printing equipment, and the newsgathering side of the Company expanded.By the end of the 1920s,more than 50,000 copies of the Journal were printed daily.Barron's National Business and Financial Weekly, simply known today as Barron's, made its debut in 1921, with Mr.Barron serving as its first editor.Priced at 10 cents an issue, the tabloid-size publication was an immediate success in investment and financial circles, reaching circulation of 30,000 in only its sixth year.In 1941,13 years after the death of Clarence Barron, Bernard Kilgore became managing editor of the Journal.In 1945,he was named chief executive of Dow Jones.Mr.Kilgore was the architect of the paper as it exists today and expanded its coverage to include all aspects of business, economics and consumer affairs, as well as all aspects of life that had an impact on business.In the 1960s, circulation of the Journal surpassed 1 million, and coverage of social issues, science, education and foreign affairs was added or expanded, while business news coverage was improved.In the 1970s,Dow Jones entered new fields of electronic publishing and expanded its U.S.41 外國語學院
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publishing presence with the acquisition of the Ottaway group of community newspapers.Dow Jones also expanded outside the U.S., first with investments in the Far Eastern Economic Review, then in 1976 with The Asian Wall Street Journal, the first daily newspaper to provide comprehensive coverage of business and economic news for an Asia-wide audience.In the 1980s,the circulation of The Wall Street Journal briefly reached more than 2 million.The Company pushed vigorously into database publishing, television and real-time market data delivery through the purchase of Telerate.In addition, Dow Jones extended its commitment to global publishing by introducing The Wall Street Journal Europe, published in Brussels, in 1983.In June 1999,Dow Jones & Company and von Holtzbrinck Group agreed to swap stakes in The Wall Street Journal Europe and Handelsblatt, Germany's business newspaper.Throughout the 1990s,Dow Jones continued to place an even greater emphasis on its competitive strengths and core competencies in content, and an even tighter strategic focus on publishing the world's most vital business and financial news and information.This was evident through the sale of Telerate to Bridge Information Systems, Inc., in 1998 and the successful launch of many new products and ventures, including SmartMoney, The Wall Street Journal Magazine of Personal Business, with Hearst Corp.in 1992;The Wall Street Journal Special Editions in 1994;and The Wall Street Journal Online at WSJ.com,in 1996.In addition, the Company set a course to become a global producer of quality business-television programming with the launch of Asia Business News in 1993 and European Business News in 1995.This led to the global business-television alliance with NBC announced in 1997,centered around CNBC.A service of NBC and Dow Jones, CNBC offers U.S., Asian and European audiences the best business-news programming available.In September 1999, The Wall Street Journal Sunday, bannered, full pages of original Journal content focused on personal finance and careers,began publication in leading metropolitan Sunday newspapers around the U.S.Also in the fall of 1999,Dow Jones launched Vedomosti, or The Record, the only independent business newspaper in Russia.It is published Tuesday through Saturday.4.Nasdaq NASDAQ is the largest U.S.electronic stock market.With approximately 3,300 companies, it lists more companies and, on average, trades more shares per day than any other U.S.market.It is home to category-defining companies that are leaders across all areas of business including
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technology, retail, communications, financial services, transportation, media and biotechnology.NASDAQ is the primary market for trading NASDAQ-listed stocks.Approximately 54%of NASDAQ-listed shares traded are reported to NASDAQ systems.V．課文講解 概念講解
Dow-Jones Industrial Average道·瓊斯工業股票平均價格指數 Blue-chip index藍籌股指數
Nasdaq（National Association of Securities Dealers Automated Quotations）那斯達克指數
consumer confidence消費者信心 investment income投資收入
liquid investment短期投資、臨時投資 tax deduction課稅減免 insurance policy保險單 課文注釋
1.Now,though,corporate America has a clear vision of the immediate future–and it’s not a pretty one.(P.72)句中corporate America意為公司式的美國。公司式國家原于1970年美國Charles A.Reich所作The Greening of America（綠化美國），認為國家是一臺巨大的機器，完全不受人的控制并置人的價值觀于不顧。The corporate state as contrasted with a people’s state與人民的國家相對而存在的公司式國家。在此句中，corporate America是指美國的商界。
2.Firms directly affected by the horror, such as Boeing and Marriott, and some far afield, such as photo giant Kodak, warned of lower profits.(P.72)句中far afield原意為在遠方，遠處。此句中它與directly“直接”互為反義，故譯成“間接”較為合適。And some far afield,such as photo giant Kodak譯為：間接受影響的公司，如：照相業巨頭柯達公司。
3.Restoring consumer confidence is a top priority for Greenspan and Congress, given that consumer spending accounts for about two thirds of the nation’s total output.(P.73)
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句中given that??此處“given”是介詞，意為“考慮到”：Given their experience, they’ve done a good job.(考慮到他們缺乏經驗，這工作他們做得不錯。)；nation’s total output:國家總產出，總產量，總輸出量
4.To that end, the Fed has been flooding the markets with cash.Congress, meanwhile, is awash in plans to spend money, drawing down the$153 billion social security surplus.(P.73)句中awash是形容詞，一般作表語，意為充斥的，泛濫的。如：The world is awash with rice at the moment.(目前世界上大米堆積如山。)此處可譯為：在國會消費計劃堆積如山。5.Now both are hitting full force, as heavily indebted and cash-poor carriers are seeing a drastic reduction in bookings.(P.73)句中hit full force可譯為：達到無以復加的程度。
6.When—and if—the industry recovers, it will have been fundamentally altered.Passengers can expect fewer flights overall and anemic service to smaller airports, as airlines focus on large, profitable hubs.(P.73—74)句中When—and if—the industry recovers可譯為：當航空業復蘇時（如果能復蘇的話）；anemic service可譯為：服務委靡。
7.One potential bright spot: Consumers may step up their gift-giving this Christmas because of the renewed focus on family and friends.(P.75)句中may step up their gift-giving可譯為:可能會增加在饋贈禮品方面的消費;the renewed focus on family and friends可譯為:重新重視親情和友情。
8.But fallout from the tragedy was being felt half a continent away in Northfield, Ill., where marketers at Kraft Foods were red-faced.(P.75)句中fallout意為影響，后果；half a continent away in Northfield, Ill的continent(洲)是指美國大陸。因為恐怖襲擊的發生地在美國東海岸,而伊利諾斯州在美國的中部，所以說是半個大陸之遙。
9.Opposite it was an ad for the company’s Oasis nutrition bar, in which a female cartoon character quips about the brighter side of an airline losing your luggage: ―You have an excuse to buy a whole new wardrobe.‖(P.75)
句中quips about the brighter side of an airline losing your luggage可譯為：就航空公司丟失乘 客行李而使乘客因禍得福之時說俏皮話；a whole new wardrobe.在此的意思是一大衣柜的新衣服。
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10.But an industry known for its outrageousness and cheek must now find a new vocabulary attuned to the nation’s grief.(P.75)句中an industry known for its outrageousness and cheek可譯為：以蠻橫和厚臉皮著稱的行業。11.―This is serious stuff, not just PR,‖ he says.―It’s going to be some time before we get back to fluff.‖(P.76)
句中fluff和serious stuff相對應。Serious staff是指“嚴肅的內容”，fluff是指“輕松的內容”，可譯為：輕松膚淺的娛樂內容。
12.But analysts are confident that the industry will be able to meet the estimated$30m billion in projected claims, a loss that could escalate if costly business-interruption and personal injury claims accelerate.(P.77)句中projected claims意為預計的索賠（理賠）；business-interruption and personal injury claims 譯為：業務（營業）中斷險和個人人身傷害險的索賠。業務（營業）中斷保險是因火災、爆炸等事故導致停產或停業的收益損失保險。
13.Two helping hands: Uncle Sam, since insurers get a tax reduction for their claim payment, and foreign reinsurance companies, which insure insurers.(P.77)句中two helping hands可譯為：保險業可得到兩方面的支持；reinsurance：再保險，轉保，對特大的風險由幾個保險公司或經紀人同意分擔風險；insure insurers:對保險公司進行保險 14.Commercial property and casualty rates, after a decade of stagnation because of intense competition,recently began rising–about 10 percent to 15 percent on renewals.(P.77)句中commercial property and casualty rates譯為：商業財產險和意外傷害險的費率；renewal:續保
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參考譯文
第1課 新長征
“中國制造”這個標記很久以前就不新鮮了，它貼在鞋子上、玩具上、服裝上，以及為跨國公司制造的其他商品上，世界各地到處可見。現在真正新鮮的是以中國品牌出售的中國制造的商品。目前中國只有為數不多的幾家公司擁有足夠的財力和管理知識來打造國際名牌；其余的絕大多數公司還在為在國內獲得知名度而努力奮斗著。但是正在海外市場上試水的各大先鋒公司，很有可能把事情做大。
一些人認為，在創業精神飽滿的本地管理層的協助下，或者在一些想在其產品系列里添加新產品的外國公司的協助下，中國商品在極具競爭力的價格的基礎上，若把賣點放在產品質量和異國情調上，那末10年之內，中國品牌將一個一個地走向全球。總部在香港的廣告公司中國精信（Grey China）的執行董事陳一木丹（Viveca Chan）說：“如果世界上只有一個國家具備創立全球品牌的潛力，那么這個國家就是中國?！?/p>
短期之內，中國商品最有希望打入國際市場的當屬中草藥和特色食品，當然也包括那些體現中國浪漫并具有異國情調的產品，例如化妝品、時裝和音樂作品。中國總部設在上海的泰勒·娜爾森·索福瑞（Taylor Nelson Sofres）市場調研公司的中國區總經理Kevin Tan說：“與中國相聯系的神秘色彩還有許多?；瘖y品是種靠形象推銷的產品，假如你要做化妝品，你會一下子就發現，中國化妝品來頭不小。”努力走向世界的中國品牌還有一些領導時尚潮頭的飲料和啤酒品牌，也包括家用電器等具有品牌潛力的產品，它們都能以競爭性的價格提供高品質的產品。
這些中國品牌中的一部分，最終將會通過合資、兼并和收購的途徑走向國際市場。而對于合資雙方中的外國投資者來說，這些品牌則將成為他們更快地進入中國消費市場和銷售渠道的載體，同時這些中國品牌也能進一步充實國外投資者在國際市場上已經確立的優質品牌的陣營。
整個20世紀90年代，“中國品牌”這個概念一直在發育著，而目前在國內受到的重視更大了。雖然國內市場依然需求旺盛，但是一批國有企業，包括一些上市公司，現在都認為自己的產品和管理已經有所提高，因而都在力圖樹立自己的國際品牌。在中國的合資企業認為，他們的產品被國外的消費者看作具有東方異域情調，因而具有一定的優勢，同時在質量上，又可以在任何地方與國外品牌展開競爭。
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品牌國際化可以帶來更多的收益，同時可以提升公司在國內的形象，從而吸引那些注重品牌與地位的國內消費者購買。例如，中國軟飲料制造商健力寶公司的總裁韓為先（音譯）說，健力寶在海外開發自己的市場，有一部分原因是為了在中國公眾中“樹立良好的形象”，這種國際化的形象反過來可以增加健力寶在中國國內的銷售。
但是，建立品牌需要時間、資金和對市場的洞察力。一些中國品牌依靠具有競爭力的定價打入了國際市場，但同時也運用了其他策略。健力寶強調它的飲料適合亞洲人口味，定位為能夠補充水分的運動飲料，是中國運動員的首選。而空調制造商美的正努力獲得更大的品牌認同。海爾是中國領先的家用電器生產商之一，海爾等公司的戰略很明確，不在價格上做文章，而是靠產品質量、高效的分銷和售后服務贏得市場。再舉個例子，亞洲戰略投資有限公司（即Asimco）是由美國直接投資的公司，他們最近收購了五星啤酒，并且把五星啤酒定位成高檔品牌。
當然，正如總部在香港的廣告公司中國精信（Grey China）的執行董事陳一木丹（Viveca Chan）指出的，國際化營銷并不等于國際化品牌。而且，對中國企業而言國際化品牌還處于一個初級階段。設在青島的中國青島啤酒的海外部經理楚梁津（音）說，首當其沖的是推廣國際化品牌的投資資金很難到位。他解釋說：“用于再投入促進品牌在海外形象的資金不得超過我們的出口銷售總額的5％”。他又說青島啤酒正努力游說外匯管理局更改對國有企業的這項規定。但由于政府強調防止外匯流失，取消這項規定的機會渺茫。
上述5%的海外投資限制只針對國有企業，肯定阻礙了中國品牌的發展。相對而言，私有企業有較大的投資自由。例如健力寶公司為了在美國市場上推廣健力寶品牌，已經投資了大約1000萬美元。但是該公司總經理李經緯（音譯）明白這點錢是微不足道的。坐在三水健力寶生產基地的辦公室里（三水市距離廣州有40分鐘的車程），李總經理估計，健力寶要想在美國確立其品牌知名度，公司需要開支的費用至少在5000萬到1億美元之間。他相信消費者會喜歡健力寶的系列運動飲料和軟飲料（味道極似可口可樂公司的可口可樂、雪碧和橙汁芬達），但他又說：“我們需要資金來宣傳自己”。
可口可樂香港公司副總裁兼可口可樂中國公司海外事業部B.C.Lo經理說：“我不敢肯定健力寶是否真正能夠進入美國市場，或者能夠發展成為一個國際品牌，但可以肯定的是在中國市場，健力寶是可口可樂一個強有力的競爭對手?！?/p>
實際上，健力寶產品已經出口了20多個國家。但是要想成為一個真正的有實力的海外市場競爭者，健力寶還需要投入大量的金錢和時間。去年，健力寶在美國市場上只銷售了20萬箱飲料（一箱24瓶或聽）。雖然健力寶已經在美國投資舉辦了一系列的促銷活動：1997年
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捐款10萬美元救助美國洪災；在美國小姐選美大賽上大做廣告；1997年贊助兩萬美元舉辦“健力寶杯”高爾夫球錦標賽，但是比起可口可樂公司的促銷活動來，健力寶公司的這些市場促銷就是小巫見大巫了。
中國品牌在國際市場上大有希望的一個領域是中低技術水平的白色家電業。據估計，中國品牌的電冰箱和洗衣機大約占了國內市場的90%，空調70%—80%，彩電60%。香港A.T.科爾尼咨詢公司副總裁菲利普·戴說：“很多行業的產品質量已經得到了很大的提高，具有很強的適銷性。我們注意到，中國各家公司強化了營銷工作?！?/p>
海爾是中國最為著名的家電品牌之一。在精力充沛的總裁張瑞敏的領導下，該公司從原來的一個虧損企業轉變為有能力向海外出口產品的大公司。該公司聲稱，日本進口洗衣機的60%是它的產品，美國市場上36升到180升電冰箱市場份額的20%由它控制。去年前11個月，海爾向美出口電冰箱1560萬美元，而1997年全年為1260萬美元。
上海的荷蘭銀行所屬的證券部的一位分析師馬利歐·朱說，海爾的營銷團隊為該公司在歐洲建立起了知名度，目前又在美國開展工作。馬利歐·朱補充說，“海爾在當地設立了一些研究中心，這些研究中心給公司提供最新的市場需求信息。海爾的廣告攻勢很凌厲，研發工作也很出色?！睆埲鹈粽f，海爾的優勢在于產品質量高，銷售和服務網絡好。
與大多數跨國公司相比，海爾在營銷方面的開銷的確不算很多。在美國，海爾的促銷預算僅僅占其在美國銷售額的1%，可以說微不足道。海爾在紐約的第五大道已經開了一家專賣店，并于3月聘請了洛杉磯的一家設計公司，讓其根據美國消費者的喜好來設計冰箱。張瑞敏坦言：在美國普通消費者心目中，海爾還沒有“發展成為一個真正的品牌”，但同時他也指出，海爾品牌正開始得到冰箱制造商、分銷商和專賣店的一些認可。
美國市場上的另一個中國品牌是美的公司，這是一家集體企業，在廣州大量生產空調。1997年，美的公司的銷售收入達到了3.865億美元，其中7,000萬美元來自出口。公司海外部主管彭強說，美的于1998年開始致力于開發海外市場，預計今年銷售總額將達到6.04億美元，其中出口額將達到8,000萬美元。彭強相信，美的開發海外市場的“時機已經成熟”，美的公司將雙管齊下，同時在價格上和品牌認知度上展開競爭。彭強還說，“為了進一步提升美的品牌的認知度，我們將參加更多的海外展覽會，同時我們已經擴大了廣告宣傳力度，特別是在香港”。
中國品牌借助于外國公司的力量，往往具有營銷預算大幅度增加和更易獲得管理知識兩方面的優勢。然而這些外國公司的收購行為有著更大的目標，盡管它們購買這些中國品牌的目的，一般都是為了獲得其在中國的消費市場和分銷渠道。香港A.T.科爾尼咨詢公司副總裁菲利
外國語學院
《商務英語文選》教案及講稿
朱惠華
普·戴說：“買斷中國品牌的跨國公司并不打算把這些中國品牌的業務局限于中國國內市場。它們并不一定要立即被拿去與海外的優質品牌進行競爭，但是有可能拿到其它的細分市場上去參與競爭。我認為，從長遠來看，中國品牌將成為跨國公司在國際市場上強有力的競爭對手。”
以英荷合資的聯合利華為例，它是世界上最大的消費品公司之一，每年的銷售額大約500億美元。這個巨型公司于7月購買了主營泡菜和醬油的中國品牌“老蔡”，目標是五年內打入國際市場。為了讓消費者熟悉這個品牌，聯合利華專門投入了一筆費用，但不愿透露具體的數字。
亞洲戰略投資管理（Asimco）公司于1995年取得了對五星啤酒的控股權，當時這是一家已有80年生產歷史的國有啤酒釀造廠，廠址在北京。Asimco公司北京辦事處負責人Jack Perkowski表示，這個品牌經過全面革新、重新包裝并且以溢價轉賣后，將在海外市場上與青島啤酒展開激烈的競爭。
青島啤酒自1978年以來就出口北美市場，最近三年在北美市場的年銷售額大約是700萬美元。英國某經紀公司駐港的一位啤酒行業的分析師認為，相比之下，五星啤酒將會“成為美國進口的啤酒品牌中進口數量少于青島啤酒的品牌之一”。五星啤酒之所以進軍美國市場這么快，原因之一是Asimco公司選擇了佛羅里達州的北方飲料公司作為批發商，而這個公司的工作效率非常高。首批四個集裝箱的五星啤酒于9月運抵美國。Asimco公司北京辦事處負責人Jack Perkowski估計，如果一切進展順利的話，大約兩到三年之后，Asimco公司每年將在美國賣出300萬箱的五星啤酒，五星啤酒也將擠入在美國最為暢銷的25個外國品牌的行列。目前排在這個暢銷名單首位的是墨西哥的“克羅娜（Corona）”品牌啤酒。高級商務英語閱讀課文譯文
紐約的化妝品企業高帝公司也極具擴張野心。1996年，高帝公司和靳羽西化妝品公司合資在中國成立了一家合資企業。靳羽西化妝品（Yue-Sai Kan Cosmetics）公司成立于此前四年，老板是充滿魅力的美籍華人靳羽西。靳羽西出生在中國，如今在她的祖國可謂家喻戶曉。羽西公司在法律上是一個全資的美國公司，卻是中國彩妝市場上的主導品牌。通過這次聯合，高帝公司幾乎一夜之間成了中國市場上的首選品牌。該合資企業于10月又在上海投資2000萬美元開辦了一座工廠，還設立了研發中心。
高帝公司的執行副總裁Jean-Andre Rougeot說：“我們想把羽西品牌做成中國的第一個化妝品國際品牌。中國作為一個經濟強國將會在未來的五到十年繼續繁榮發展下去。作為這種發展的一部分，人們將看到越來越多的中國品牌。”Rougeot認為，那些有過敏性肌膚的西方
外國語學院
《商務英語文選》教案及講稿
朱惠華
女性將對主要成分是中草藥的化妝品感興趣。靳羽西也表示：“我們試圖把亞洲最好的原材料與西方的技術相結合，例如含有桔花和綠茶成分的唇膏?！?/p>
也許這種東西方的結合未必能吸引所有的消費者，但是許多業內人士都肯定，這種結合將有助于中國品牌打入國際市場。
第二篇：學習《江澤民文選》黨課講稿
學習《江澤民文選》要緊緊抓住黨的建設這個關鍵
主要觀點
要把中國的事情辦好，關鍵在我們黨。學習《江澤民文選》，必須緊緊抓住黨的建設這個關鍵。只有緊緊抓住黨的建設這個關鍵來學習《江澤民文選》，更深入地學習領會“三個代表”重要思想這一科學理論，才能進一步深刻認識和科學回答在長期執政的歷史條件下建設什么樣的黨、怎樣建設黨這個重大問題，更好地把黨的建設新的偉大工程推向前進，使黨始終充滿創造力、凝聚力、戰斗力，始終成為中國特色社會主義事業的堅強領導核心。
要把中國的事情辦好，關鍵在我們黨。在實行改革開放和發展社會主義市場經濟的條件下，建設什么樣的黨、怎樣建設黨，是一個重大的現實問題，直接關系我們黨和國家的前途命運。不斷推進黨的建設新的偉大工程，就是我們黨對這個重大現實問題的明確回答。胡錦濤同志指出：“我們學習《江澤民文選》，必須緊緊抓住黨的建設這個關鍵”?！督瓭擅裎倪x》（以下簡稱《文選》）為我們更深入地學習領會“三個代表”重要思想，更好地用“三個代表”重要思想武裝頭腦、指導實踐、推動工作，繼續推進中國特色社會主義偉大事業和黨的建設新的偉大工程，提供了最好的教材。
更深入地學習領會“三個代表”重要思想
“三個代表”重要思想是我們黨必須長期堅持的指導思想?！段倪x》全面反映了“三個代表”重要思想孕育、形成、發展的歷史軌跡。緊緊抓住黨的建設這個關鍵來學習《文選》，就應當更深入地學習領會“三個代表”重要思想這一科學理論，特別是其中關于黨的建設的思想。
關于中國共產黨是中國工人階級的先鋒隊、同時是中國人民和中華民族的先鋒隊的思想?！皟蓚€先鋒隊”的思想既總結了我們黨的歷史經驗，又體現了執政黨的特點和要求，對于鞏固和增強黨的執政基礎，保持和發展黨的先進性，具有重要意義。在長期的奮斗歷程中，我們黨團結和帶領廣大人民群眾，取得了革命、建設和改革事業的偉大勝利。在不斷推進中國特色社會主義事業的偉大征程中，中國共產黨只有在堅持中國工人階級的先鋒隊性質的同時，成為中國人民和中華民族的先鋒隊，才能更好地代表中國最廣大人民的根本利益，不斷增強在全社會的影響力和凝聚力。
關于堅持立黨為公、執政為民的思想。貫徹“三個代表”重要思想，本質在堅持執政為民。立黨為公、執政為民，是中國共產黨同一切剝削階級政黨的根本區別，也是我們黨具有先進性的根本標志。堅持立黨為公、執政為民，必須把“三個代表”重要思想落實到黨和國家制定和實施方針政策的工作中去，落實到各級領導干部的思想和行動中去，落實到關心群眾生產生活的工作中去，努力實現好、維護好、發展好最廣大人民的根本利益。
關于堅持把加強黨的思想理論建設放在首位、不斷推進馬克思主義中國化的思想。思想理論建設始終是黨的建設的首要任務，是帶動其他方面建設的根本性建設。加強黨的思想理論建設，必須堅持不懈地用馬克思列寧主義、毛澤東思想、鄧小平理論武裝全黨特別是黨的各級領導干部，弘揚理論聯系實際的馬克思主義學風，在改造客觀世界的同時改造主觀世界，堅持馬克思主義基本原理同中國具體實際相結合，在新的實踐基礎上進行理論創新，不斷推進馬克思主義的中國化。
關于加強黨的執政能力建設、改革和完善黨的領導方式和執政方式的思想。把中國特色社會主義事業不斷推向前進，必須加強黨的執政能力建設，提高黨的領導水平和執政水平。只有這樣，才能在復雜多變的國際國內形勢下保證中國現代化建設的航船始終沿著正確的航向前進，在激烈的國際競爭中始終立于不敗之地。加強黨的執政能力建設，必須不斷提高各級黨委和領導干部科學判斷形勢的能力、駕馭市場經濟的能力、應對復雜局面的能力、依法執政的能力、總攬全局的能力；健全和完善黨的領導體制，改進黨的領導方式和執政方式；切實加強和改進黨對各項工作的領導，把堅持黨的領導、人民當家作主和依法治國有機統一起來。
關于堅持民主集中制、以黨內民主帶動人民民主的思想。民主集中制是我們黨的根本組織制度和領導制度，也是最重要的組織紀律和政治紀律。民主集中制貫徹得好不好，關系黨的事業的興衰成敗。堅持民主集中制，就要發展黨內民主。通過發展黨內民主，推動人民民主的發展。黨內民主是黨的生命。通過發展黨內民主，充分發揮廣大黨員和各級黨組織的積極性、主動性、創造性。堅持集體領導、民主集中、個別醞釀、會議決定的原則，完善黨委內部的議事和決策機制。進一步完善民主集中制的各項制度，進一步完善黨的領導制度和工作機制，從制度體系上保證民主集中制的正確執行。
關于大力培養忠誠于馬克思主義、堅持走中國特色社會主義道路、會治黨治國的政治家的思想。中國的社會主義事業能不能鞏固和發展下去，中國能不能在未來激烈的國際競爭中始終強盛不衰，關鍵就要看我們黨能不能不斷培養造就一大批高素質領導人才。干部隊伍和領導班子建設必須堅持革命化、年輕化、知識化、專業化的方針和德才兼備的原則。要加大培養選拔優秀年輕干部的工作力度。加快干部人事制度改革步伐，努力推進干部工作的科學化、民主化、制度化，建立健全有利于優秀人才脫穎而出的用人機制。
關于領導干部一定要講學習、講政治、講正氣的思想。講學習、講政治、講正氣，三者是緊密相連和相互統一的，核心是講政治。全黨同志特別是領導干部，必須堅定正確的政治方向、政治立場、政治觀點，嚴守政治紀律，增強政治敏銳性和政治鑒別力。講學習、講政治、講正氣，應該成為全黨同志尤其是領導干部經常的自覺行為。
關于始終保持黨同人民群眾的血肉聯系、不斷增強黨的階級基礎和擴大黨的群眾基礎的思想。加強黨的建設，一個十分重要的問題就是我們黨必須始終保持同人民群眾的血肉聯系。我們的改革和建設，只有得到人民群眾的理解、支持和參與，充分發揮人民群眾的積極性和創造性，才能順利推進；黨的領導地位，只有贏得人民群眾的信賴和擁護，才能鞏固和加強。在新的歷史條件下，黨必須始終保持同人民群眾的血肉聯系，不斷增強黨的階級基礎和擴大黨的群眾基礎。
關于治國必先治黨、治黨務必從嚴的思想。從嚴治黨，是我們黨的優良傳統和寶貴經驗，也是我們黨的一貫方針。堅定不移地貫徹這一方針，是保持黨的先進性和純潔性、增強黨的凝聚力和戰斗力的重要保證。因此，治國必先治黨，治黨務必從嚴。從嚴治黨，必須健全黨內生活，認真開展批評和自我批評；必須嚴格按照黨章和黨的各項規定辦事，嚴肅黨的紀律。各級黨委要帶頭抓黨的建設，把黨要管黨落到實處。
關于反對腐敗是關系黨和國家生死存亡的嚴重政治斗爭的思想。腐敗問題為人民群眾所深惡痛絕。堅決反對和防止腐敗，是全黨一項重大的政治任務。要從源頭上預防和解決腐敗問題。黨的歷史方位的變化，要求我們黨以新的視角思考黨風廉政建設和反腐敗的戰略部署。反腐倡廉是一個社會系統工程，需要各方面協調配合和共同努力，需要與經濟建設、民主法制建設、精神文明建設等工作緊密結合。
更好地把黨的建設新的偉大工程推向前進
《文選》中關于黨的建設的思想，作為“三個代表”重要思想科學體系的重要組成部分，為我們在新世紀新階段全面推進黨的建設新的偉大工程提供了強大的理論武器。緊緊抓住黨的建設這個關鍵來學習《文選》，才能進一步深刻認識和科學回答在長期執政的歷史條件下建設什么樣的黨、怎樣建設黨這個重大問題，更好地把黨的建設新的偉大工程推向前進，使我們黨始終充滿創造力、凝聚力、戰斗力，始終成為中國特色社會主義事業的堅強領導核心。
《文選》中關于黨的建設的思想，是在新的歷史條件下對馬克思主義黨建理論的重大發展。解放思想、實事求是、與時俱進，是馬克思主義活的靈魂，是我們適應新形勢、認識新事物、完成新任務的根本思想武器。馬克思主義黨建理論自產生以來，總是根據實踐的發展和歷史條件的變化，不斷豐富和發展自己的內容?！段倪x》中關于黨的建設的思想同馬克思列寧主義建黨學說、毛澤東建黨思想、鄧小平黨建理論是一脈相承而又與時俱進的科學體系，它緊密結合時代和實踐的變化，創造性地回答了在長期執政的歷史條件下建設什么樣的黨、怎樣建設黨的問題，豐富和發展了馬克思主義黨建理論。
《文選》中關于黨的建設的思想，對于全面推進黨的建設新的偉大工程具有十分重要的指導意義。高度重視和不斷加強自身建設，是我們黨從小到大、由弱到強，歷經磨難而巍然屹立、千錘百煉而更加堅強的一個重要原因。在新世紀新階段，全面推進黨的建設新的偉大工程，是我們面臨的重大任務?！段倪x》中關于黨的建設的思想，對于我們大力加強黨的執政能力建設和先進性建設，全面推進黨的建設新的偉大工程，切實解決好提高黨的領導水平和執政水平、提高拒腐防變和抵御風險能力這兩大歷史性課題，把黨建設成為全心全意為人民服務、思想上政治上組織上完全鞏固、能夠經受住各種風險、始終走在時代前列、領導全國人民建設中國特色社會主義的馬克思主義政黨，指明了前進方向和現實途徑。
《文選》中關于黨的建設的思想，為我們繼續探索共產黨執政規律和黨的自身建設規律提供了有力的思想武器。實踐沒有止境，創新也沒有止境。世界在變化，中國在前進。學好用好“三個代表”重要思想，在實踐中繼續堅持和發展馬克思主義，是時代賦予我們的光榮而神圣的使命。黨的十六大以來，以胡錦濤同志為總書記的黨中央緊密結合新世紀新階段國際國內形勢的發展變化，提出了以人為本、實現科學發展、構建社會主義和諧社會、建設社會主義新農村、建設創新型國家、樹立社會主義榮辱觀、推動建設和諧世界、加強黨的先進性建設等重大戰略思想和重大戰略任務。我們要緊密聯系改革開放和社會主義現代化建設的實踐，通過學習《文選》，進一步加深對黨中央提出的一系列重大戰略思想的認識，更好地推進社會主義經濟建設、政治建設、文化建設、社會建設，繼續在思想上不斷有新解放、理論上不斷有新發展、實踐上不斷有新創造，不斷探索共產黨執政規律和黨的自身建設規律，使我們黨在世界形勢深刻變化的歷史進程中始終走在時代前列，在應對國內外各種風險考驗的歷史進程中始終成為全國人民的主心骨，在建設中國特色社會主義的歷史進程中始終成為堅強領導核心。
第三篇：《商務英語精讀》說課程講稿
《商務英語精讀》說課程講稿
我將從課程設計、課程實施、課程教學效果三個方面來介紹《商務英語精讀》這門課程。
一、課程設計
1、培養目標
本課程以培養能用英語從事一般性外貿和商務工作的人才為目標。通過商務英語基礎知識的教學，和課堂的小組活動為學生營造各種語言環境，使學生正確掌握商務英語的基本用語與表達方式，具有基礎商務文體閱讀、寫作的基本技能；通過商務運作基本知識的教學，使學生了解外貿及商務運作的基本規范與業務流程；通過技能、案例的學習，培養學生使學生合作、交流、解決問題的能力。讓學生能夠把所學的知識用于各種日常交際活動和商務活動中。
2、課程性質
《商務英語精讀》既是商務英語專業的基礎理論課程，也是一門實用的實訓類課程。
首先，作為一門基礎理論課程，《商務英語精讀》為其他一些相相關課程，比如：《外貿英文函電》、《商務英語閱讀》、《商務英語寫作》、《商務英語視聽說》等，打下聽、說、讀、寫、譯的基本能力；而且商務英語專業最基本的技能是運用英語語言的能力，這一最基本的技能，唯有通過理論教學，才能獲得并掌握。
其次，《商務英語精讀》又是一門專業實訓類課程。我們以就業為導向，以能力為本位，以學生為主體，培養高素質技能人才。按基本能力要求對學生進行分項實訓，努力提高學生聽、說、讀、寫、譯等能力，同時通過情景模擬、角色扮演、案例分析解讀等方式培養學生各種商務技能。
3、課程理念
1）夯實基礎。聽、說、讀、寫、譯的基本能力。
2）以應用為目的。將國際商務活動的真是內容引入課堂教學，讓學生體驗真實的商務世界。同時每個單元都設有角色扮演和案例學習等交際任務，鼓勵學生在完成實際任務的過程中使用所學的語言知識，提高交際能力和其他商務技能。
3）以必需、夠用為度。體現了職業教育的新理念，對語言知識的學習要必須、要夠用。同時為學生的持續發展打下基礎。
4）突出應用。相對弱化詞匯、句型、語法的教學，強化聽、說，提高表達能力，突出實用技能。
4、課程功能
1）知識能力
了解商務英語的語言特點，掌握商務方面的的句型、文法、詞匯，從本質上感受與基礎英語的差別。
按照課程進展可進行相應的商務英語對話；
2）學習能力
培養記憶能力。記憶不僅是商務英語學習的基礎，更是任何學習的基礎。沒有記憶就沒有辦法使學習承上啟下、左右關聯，更不可能“融匯貫通”。記憶能力是在記憶的鍛煉中得以保持和改善。而《商務英語精讀》這門課程涉及商務、金融等各方面的英語詞匯和術語，恰恰可以鍛煉學生的記憶能力。
培養自主學習能力。學校之外的社會是一個更為宏大、紛繁的世界，而課堂所學、學校所學畢竟有限。學生要學會主動學習，尋找自己自己需要的資料。
語言組織和表達能力。這是語言學習本身的需要，在《商務英語精讀》課程的學習中我們從模仿開始，模仿商務英語的語言結構、用詞習慣。然后進行對話練習，角色扮演，試著去溝通、去表達。
3）社會能力
人際交流能力。語言是在彼此的交流中成為活的語言，才會生動，有生機。學生要交流才會有進步。同時在學習的過程中培養學生的團隊合作精神，工作的責任感。
綜上所述，知識能力，學習能力，社會能力三位一體，相互支撐。
二、課程實施
1、課程實施計劃
《商務英語精讀》課程從第一學期到就開始開設一直到第五學期。本套書共四冊，前面三學期每學期上一冊，而第四冊為高級教程，難度較大，因此分為兩學期上完。為保證教學質量和教學效果，在前四學期，每周為5課時，最后一學期為每周4節。其中60%的學時為理論講授，40%的學時為技能實訓。
2、教材及教材特點（教材介紹）
教材是體現教學內容和教學方法的知識載體，是教學的基本工具，也是深化教育教學改革，全面推進素質教育，培養創新人才的重要保證。教材的質量直接影響教學質量和人才培養質量。因此，選用合適的教材，按教材進行生動的教學，是保證商務英語課程平衡結合教學的前提。
《體驗商務英語》系列教材是在培生教育集團具有廣泛國際影響的Market Lea系列教材和Powerhouse系列教材的基礎上改編的。高等教育出版社對這兩套教材進行了初選和進一步的比較、分析和評價，從教學對象、目標、內容、教學法、教學任務等方面做客觀分析(即對被評價的教材進行分析)，在此基礎上，引進并改編了這兩套教材。
3、教學重點、難點及教學方法：
在《商務英語精讀》實際教學中要掌握好語言教學和技能教學的相互結合。在語言教學中，一方面高職高專的商務英語專業的學生對基礎英語詞匯、語法有一定的掌握，因此商務英語教學中的語言教學重點是通過商務背景、專業知識的講解、商務文章的閱讀增加學生的詞匯量，尤其是商務專業詞匯，同時鞏固語法知識。另一方面，學生無法在短時間內掌握太多的詞匯，過多的詞匯與語法只會導致他們對詞義、用法等的混淆。適量的詞匯和語法掌握既能促進學生交流，又不至于讓學生產生混淆。而在商務英語教學中學生應該主要掌握的商務英語技能
主要有電話對話、演講展示、會議參與、商務談判和商務寫作這幾個大的方面。而技能的掌握也不是通過一次兩次的高強度練習就能掌握的，而是需要持續穩定地練習而鞏固并得以進步。因此，無論語言教學還是技能教學都必須遵循循序漸進的原則。
因此，采用靈活、合適的教學方法，是提高教學水平，增強教學效果的重要保證。
一方面，商務英語精讀課程中采用了多種多樣的教學方法。包括教師講解、演講、游戲、角色扮演、結對活動、分組討論、集體研討、開放式任務教學等。這些方法的綜合有效使用有助于創建一個平和的課堂環境，讓學生融入英語的語境當中。
另一方面，隨著科技的進步，多媒體已成為當今教學領域的熱點。教師應該能夠依據教學大綱的要求，從學生的實際出發合理選擇現代化教學媒體，且使之與傳統的教學媒體合理結合，就能夠極大地豐富課堂教學，大大激發學生的學習興趣，促進學生對知識的理解和記憶，培養學生的各種能力，提高學生的素質，大大提高教學效果。多媒體的使用在課堂教學中起著不可忽視的作用。
三、課程教學效果
1．在實踐教學方面：在教學中積極應用信息技術，全程使用多媒體自制課件，利用網絡資源搜集案例，還經常在教學中采集音像資料，提高了學生學習熱情，活躍了課堂氣氛，保證了高質量完成教學效果。
2．在教學改革方面：結合職業教育“產學研”教學模式，在專業培養過程中，形成一套獨特的應用型外語人才培養模式，重點突出技能和綜合素質能力的培養。以教師為主導，以學生為中心的互動式教學方法活躍了課堂學習氣氛，激發了學生參與課堂活動的興趣和積極性，為學生提供了更多的機會和平臺來展現自己的知識能力，有足夠的空間來發揮自己的想象力和創造力。使學生不但具有一技之長又具有可持續性發展的能力。因此，學生積極響應，主動配合。
第四篇：《商務英語精讀》說課程講稿1
《商務英語精讀》說課程講稿
我將從課程設計、課程實施、課程教學效果三個方面來介紹《商務英語精讀》這門課程。
一、課程設計
1、培養目標
本課程以培養能用英語從事一般性外貿和商務工作的人才為目標。通過商務英語基礎知識的教學，和課堂的小組活動為學生營造各種語言環境，使學生正確掌握商務英語的基本用語與表達方式，具有基礎商務文體閱讀、寫作的基本技能；通過商務運作基本知識的教學，使學生了解外貿及商務運作的基本規范與業務流程；通過技能、案例的學習，培養學生使學生合作、交流、解決問題的能力。讓學生能夠把所學的知識用于各種日常交際活動和商務活動中。
2、課程性質
《商務英語精讀》既是商務英語專業的基礎理論課程，也是一門實用的實訓類課程。
首先，作為一門基礎理論課程，《商務英語精讀》為其他一些相相關課程，比如：《外貿英文函電》、《商務英語閱讀》、《商務英語寫作》、《商務英語視聽說》等，打下聽、說、讀、寫、譯的基本能力；而且商務英語專業最基本的技能是運用英語語言的能力，這一最基本的技能，唯有通過理論教學，才能獲得并掌握。
其次，《商務英語精讀》又是一門專業實訓類課程。我們以就業為導向，以能力為本位，以學生為主體，培養高素質技能人才。按基本能力要求對學生進行分項實訓，努力提高學生聽、說、讀、寫、譯等能力，同時通過情景模擬、角色扮演、案例分析解讀等方式培養學生各種商務技能。
二、課程實施
1、課程實施計劃
《商務英語精讀》課程從第一學期到就開始開設一直到第五學期。本套書共四冊，前面三學期每學期上一冊，而第四冊為高級教程，難度較大，因此分為兩學期上完。為保證教學質量和教學效果，在前四學期，每周為5課時，最后一學期為每周4節。其中60%的學時為理論講授，40%的學時為技能實訓。
2、教材及教材特點（教材介紹）
教材是體現教學內容和教學方法的知識載體，是教學的基本工具，也是深化教育教學改革，全面推進素質教育，培養創新人才的重要保證。教材的質量直接影響教學質量和人才培養質量。因此，選用合適的教材，按教材進行生動的教學，是保證商務英語課程平衡結合教學的前提。
《體驗商務英語》系列教材是在培生教育集團具有廣泛國際影響的Market Lea系列教材和Powerhouse系列教材的基礎上改編的。高等教育出版社對這兩套教材進行了初選和進一步的比較、分析和評價，從教學對象、目標、內容、教學法、教學任務等方面做客觀分析(即對被評價的教材進行分析)，在此基礎上，引進并改編了這兩套教材。
3、教學重點、難點及教學方法：
在《商務英語精讀》實際教學中要掌握好語言教學和技能教學的相互結合。在語言教學中，一方面高職高專的商務英語專業的學生對基礎英語詞匯、語法有一定的掌握，因此商務英語教學中的語言教學重點是通過商務背景、專業知識的講解、商務文章的閱讀增加學生的詞匯量，尤其是商務專業詞匯，同時鞏固語法知識。另一方面，學生無法在短時間內掌握太多的詞匯，過多的詞匯與語法只會導致他們對詞義、用法等的混淆。適量的詞匯和語法掌握既能促進學生交流，又不至于讓學生產生混淆。而在商務英語教學中學生應該主要掌握的商務英語技能主要有電話對話、演講展示、會議參與、商務談判和商務寫作這幾個大的方面。而技能的掌握也不是通過一次兩次的高強度練習就能掌握的，而是需要持續穩定地練習而鞏固并得以進步。因此，無論語言教學還是技能教學都必須遵循循序漸進的原則。
因此，采用靈活、合適的教學方法，是提高教學水平，增強教學效果的重要保證。
一方面，商務英語精讀課程中采用了多種多樣的教學方法。包括教師講解、演講、游戲、角色扮演、結對活動、分組討論、集體研討、開放式任務教學等。這些方法的綜合有效使用有助于創建一個平和的課堂環境，讓學生融入英語的語境當中。
另一方面，隨著科技的進步，多媒體已成為當今教學領域的熱點。教師應該能夠依據教學大綱的要求，從學生的實際出發合理選擇現代化教學媒體，且使之與傳統的教學媒體合理結合，就能夠極大地豐富課堂教學，大大激發學生的學習興趣，促進學生對知識的理解和記憶，培養學生的各種能力，提高學生的素質，大大提高教學效果。多媒體的使用在課堂教學中起著不可忽視的作用。
三、課程教學效果
1．在實踐教學方面：在教學中積極應用信息技術，全程使用多媒體自制課件，利用網絡資源搜集案例，還經常在教學中采集音像資料，提高了學生學習熱情，活躍了課堂氣氛，保證了高質量完成教學效果。
2．在教學改革方面：結合職業教育“產學研”教學模式，在專業培養過程中，形成一套獨特的應用型外語人才培養模式，重點突出技能和綜合素質能力的培養。以教師為主導，以學生為中心的互動式教學方法活躍了課堂學習氣氛，激發了學生參與課堂活動的興趣和積極性，為學生提供了更多的機會和平臺來展現自己的知識能力，有足夠的空間來發揮自己的想象力和創造力。使學生不但具有一技之長又具有可持續性發展的能力。因此，學生積極響應，主動配合。
第五篇：商務英語BEC教案
Unit 1 a Teamwork Teaching aims and requirements: To enable students to talk about teams and teamwork To practise reading for gist and specific information To enable students to make and change arrangements Important and difficult points:
Important words, the useful phrase to make an arrangement Teaching content: Assessing teams Speaking
rank requirements for successful teamwork and then decide if they work in good team.Reading 1
read through an article and decide how Cussons improved teamwork at its Polish subsidiary.Students then read the text again and match endings with sentence stems.Vocabulary
match verbs, preositions and nouns from the text, then summarise what happened at Cussons.Speaking
discuss how teamwork can help their class prepare for the Cambridge BEC exam.Unit 1 b Communication Teaching aims and requirements: To enable students to take and leave telephone massages To raise awareness of clarity in spoken language To practise reading for gist and specific information To practise listening for gist and specific information Important and difficult points:
Listening skills Teaching content: Keeping in touch Speaking
find out about each other’s use of various forms of communication Reading
read for gist through an article on English for international business and give each paragraph a heading.Students then answer comprehensiong questions.Speaking
discuss the difficulties of understanding spoken English.Leaving voice mails Listening 1
listen to five voice mails and match each with its purpose.The students then identify which of the calls they find difficult to understand and why.Language focus
focus on clarity in messages and phrases for leaving answer machine messages.Speaking
reformulate one of the voice mails to improve its clarity.Unit 2 a Entertaining a Client Teaching aims and requirements: To raise awareness of and practise techniques for encouraging conversation To practise speaking about general topics in preparation for the Speaking Test To practise reading for specific information Important and difficult points:
How to encourage conversation Teaching content: Choosing a restaurant Reading 1
look at a customer satisfaction form and choose the three most important criteria for judging a good restaurant.Speaking
students ask each other about the last restaurant they visited using the criteria from the form
Reading 2
read an advertisement for Porters restaurant to find which criteria are mentioned.Speaking
discuss the suitability of the restaurant for particular occasions.Describe the most memorable restaurant they have been to.Unit 2 b Corporate Hospitality Teaching aims and requirements: To enable students to talk about corporate hospitality To raise awareness of formal versus informal language in letters To review language for making and dealing with invitations To practise writing a letter of acceptance Important and difficult points:
How to mix business with pleasure Teaching content: Mixing business with pleasure Speaking
read mini-profiles and choose suitable ways of entertaining corporate guests
Reading 1
scan an article about a course on business socialising to find ways of entertaining corporate guests.Match paragraph heasing with paragraphs and then match endings with sentence stems.Speaking
discuss the advantages and disadvantages of mixing business with pleasure.Arranging a company visit Reading 2
read a letter of invitation and decide what the invitation is for.And then read the letter again to answer true/false questions.Language focus
focus on the language of invitations: inviting/ offering/ thanking/ accepting/ declining.Writing
write a letter of a acceptance
Unit 3 a Ordering Goods Teaching aims and requirements: To enable students to talk about making and changing orders To raise awareness of clarity in writing and useful phrases for letter writing To parctise reading for specific information To practise writing short faxes To practise proof-reading Important and difficult points:
How to write short faxes Teaching content: Planing an order Speaking
discuss the qualities of a good supplier Reading 1
read a fax from the head office of a mail order company to a supplier and answer true/false questions Reading 2
read a badly organised fax about the order mentioned in the fax answer comprehension questions Writing
discuss ways of improving the calrity of the fax, then rewrite it.Discussing changes
Listening
listen to a conversation confirming details of an order.Listen again and note down funcitonal phrases.Then write formal written equivalents of these phrases.Language focus
match additional spoken and written functional phrases
Unit 3 b Cash Flow Teaching aims and requirements: To enable students to talk about day-to-day company finances To parctise reading for specific information To practise listening for specific information To practise note writing Important and difficult points:
The importance of cash flow Teaching content: Managing cash flow Speaking
brainstorm typical cash inflows and out flows at their company Reading
read a case study about a company with cash flow problems and answer some simple questions.then identigy the company’s cash inflows and outflows and complete a graph based on the company’s cash flow.Speaking
discuss reasons why small companies fail Improving cash flow Writing
read and respond to an e-mail to a consultant Listening
listen to a conversation with the consultant about early settlement discounts Language focus
focus on the use of conditionals 1 and 2 and look for examples in the tapescript Speaking
discuss ways of improving the company’s cash flow and their consequences.Unit 4 a Brand Power Teaching aims and requirements: To enable students to talk about brands and marketing To parctise reading for specific information To practise listening for gist and specific information Important and difficult points:
The power of brand Teaching content: Selling points
Speaking
say what brand they would buy for certain products and why Listening 1
listen to five short pieces and match reasons for buy products with the speakers Brandstretching
Reading 1
read an article and list ways in which supermarkets are stretching their brands.Speaking
discuss whether they would buy the products mentioned in the article Sainsbury’s bank Reading 2
read extracts from Sainsbury’s advertising leaflets and match them with financial products Speaking
discuss the advantages and disadvantages of buying several services from one provider
Unit 4 b Public Relations Teaching aims and requirements: To enable students to talk about PR To parctise reading for specific information To practise listening for specific information To practise writing a formal letter of invitation To enable students to describe their duties and responsibilities Important and difficult points:
How to organise a PR event Teaching content: What is public relations? Listening 1
sort duties into the responsibilities of the PR and Marketing Department.Students then listen to the PR Manager at Skoda describe her responsibilities Vocabulary
match verbs with phrases to list the PR Department’s duties and responsibilities Language focus
focus on language for describing duties and responsibilities Speaking
exchange informaiton about their own duties and responsibilites The benefits of good PR Listening 2
discuss how Skoda could have changed its image so dramatically.Students then listen to the Skoda Manager again and compare their answers.Speaking
discuss how they and the public see their own companies Organiding a PR event Reading
complete s schedule for organising a press launch Speaking
organise a press launch for a product of ther choice Writing
write a formal letter of invitation to the product launch
Unit 5 a Relocation Teaching aims and requirements: To enable students to talk about relocation To parctise reading for gist To practise listening for specific information To raise awareness of the features of report writing and practice writing reports To review comparative and language of similarity and difference Important and difficult points:
The reason for relocation Teaching content: Why do companies relocate? Speaking
discuss the reasons why companies relocate Reading 1
read a page from a brochure about relocating to Ireland and match paragraph headings with numbered paragraphs Language focus
focus on comparative and superlative forms Speaking
discuss the reasons given for relocating to Ireland and put them in order of importance for their company Arranging to relocate Speaking
discuss the reasons why people relocate and the arrangements they have to make Reading 2
read a report on a relocation company, Fenway Software, and tick the services which meet its needs Language focus
focus on the structure, layout and typical phrases used in reports Listening
listen to a conversation and tick the services a different relocation company offers
Unit 5 b New Premises Teaching aims and requirements: To enable students to talk about office space and facilities To practise listening for directions To practise letter writing
To review the language of suggesting Important and difficult points:
How to lease office space Teaching content: Finding the right location
Listening
listen to someone giving directions and mark an office site on a map Speaking
give each other directions Writing
write a letter requesting further information about office premises Reading
read an article about office location and match endings with sentence stems Leasing office space Speaking
allocate office space to management, staff and facilities in a company.Then discuss important considerations when choosing office sites.Unit 6 a Reporting Results Teaching aims and requirements: To enable students to talk about company performance To practise reading and listening for specific information To practise report writing
To review the language of change including cause and effect Important and difficult points:
How to describe the reporting results Teaching content: Measuring performance Speaking
discuss how companies measure performance and report results Listening
listen to a TV news report and pick out the performance indicators mentioned.Then listen again and answer comprehension question.Students listen once more and complete a graph.Vocabulary
scan the tapescript to find verbs/nouns describing change Speaking
do an information exchange activity in which they complete graphs/bar charts Annual reports
Reading
match sentences with extracts from the Chiarman’s Statement from annual reports Speaking
rank the extracts in terms of how positive the results are Vocabulary
skim the extracts for connectors of cause and effect and add alternatives Speaking
look at financial information about two companies and decide which company they would prefer to invest in
Writing
write a short report explaining their decision
Unit 6 b Environmental Report Teaching aims and requirements: To enable students to talk about the impact of business on the environment To practise listening for specific information To practise report writing
To review and practiselanguage of giving presentations Important and difficult points:
How to give presentations Teaching content: Assessing environmental impact Speaking
complete a questionnaire assessing the enviromental impact of each other’s companies.Students then think of three ways to reduce this impact Environmental performance Listening
listen to a presentation about ICI’s environmental record and answer multiple-choice questions Speaking
summarise the four main ICI initiatives and rank them.Students then discuss how companies can balance the interests of customers and shareholders with a commitment to the environment Language focus
focus on presentations including typical phrases for presenting
Speaking
work in groups to prepare a brief presentation using information about a chemical company’s environmental performance Writing
write a brief report on the company’s environmental performance.Unit 7 a Health and Safety Teaching aims and requirements: To enable students to talk about health and safety To practise listening for specific information To practise reading for gist and specific information To review the language of obligation Important and difficult points:
How to describe the injuries at work Teaching content: Injuries at work Speaking
discuss what kind of injuries can happen in an office Reading 1
match percentages with the frequency of certain types of office accident Speaking
discuss how they think sucn accidents happen and how they can be prevented Listening
listen to a conversation and complete an accident report form Language focus
focus on language of obligation/absence of obligation Speaking
talk about employers’ and employee’s health and safety obligations in the workplace How safe is your workplace? Reading 2
match paragraph headings with paragraphs in a brochure about risk assessment.Students then insert missing sentences into the same text.Speaking
assess features of their working environment and discuss how the three worst features could be improved
Unit 7 b Rights at Work Teaching aims and requirements: To enable students to talk about work-related and their legal implications To practise listening for gist To practise reading for gist and specific information To review passives Important and difficult points:
How to describe rights at work Teaching content: Know your rights Speaking
discuss statements about smoking in the workplace Reading
read a bulletin about an industrial tribunal on smoking and answer gist questions then true/false questions Speaking
discuss the decision of the industrial tribunal.Language focus
read the bulletin to find examples of passives and group them under functions they perform Writing
formulate a smoking policy for their office and write a memo informing staff of the policy Problems at work Listening
listen to five short pieces to identify which work problems are being talked about Speaking
decide if the dismissals mentioned on the cassette were fair.Then disscuss how they would deal with other work-related problems.Unit 8 a Business Expenses Teaching aims and requirements: To enable students to talk about expenses To practise listening for gist and specific information To practise reading for specific information To practise memo writing Important and difficult points:
How to claim business expenses Teaching content: Claiming expenses Speaking
discuss the expenses people typically incur on business trips Listening 1
listen to three telephone calls about expenses and complete forms Speaking
explain the system for claiming expenses in their company and discuss how it could be improved A new expenses claims system Reading
read a memo about a new expenses claims system and answer questions.Speaking
discuss the advantages/disadvantages of the system Listening 2
listen to five telephone messages and match them with the purpose of the calls Writing
write a short memo to staff concerning expenses Speaking
tell each other about feelings which might be experienced when claiming expenses
Unit 8 b Business Travel Teaching aims and requirements: To enable students to talk about air thravel To practise listening for gist
To practise reading for gist and specific information Important and difficult points:
Airline services Teaching content: Airline services Speaking
look at a list of airline services and agree on the top three services for business travellers Listening
listen to five short pieces to identify which airline services are being talked about
Speaking
discuss which airlines they have flown with and their feelings about the services offered No frills flying
Speaking
discuss differences between mainstream and low-cost airlines Reading 1
read an article and note the mainstream and low-cost airlines mentioned.The students think of a heading for each paragraphs then answer true/false questions based on the article Speaking
discuss how they see the future for mainstream and low-cost airlines Reading 2
read comments about flights with low-cost airlines and match seven statements with the appropriate comments Speaking
discuss their positive and negative experiences of air travel
Unit 9 a Flexible Benefits Teaching aims and requirements: To enable students to talk about employment benefits To practise listening for specific information To practise reading for gist and specific information Important and difficult points:
Know the flexible benefits Teaching content: Benefits
Speaking
discuss the benefits offered by their own companies Reading 1
read mini-profiles and suggest suitable benefits for the people described Speaking
discuss which of the listed benefits would attract them Hwo flexible benefits work Reading 2
read an explanation of the PricewaterhouseCoopers benefits system, Choices, and explain in what way it is flexible.Students then read the text again and answer true/false questions Speaking
discuss the importance of benefits when considering a job offer.The advantages of flexible benefits Readign 3
match five short extracts with benefits options Listening
listen to a PricewaterhouseCoopers manager talk about Choices and answer multiple-choice questions Speaking
complete a table listing the benefits of Choices for both employees and company.And then discuss what employment benefits their own companies could introduce and what effect they would have.Unit 9 b Staff Appraisal Teaching aims and requirements: To enable students to talk about appraisals To practise listening for gist
To practise reading for specific information Important and difficult points:
The problems of appraisal systems Teaching content: The role of appraisals Speaking
discuss the purpose of appraisals at their workplace then decide on the three most important reasons for appraisals Listening
listen to five short pieces about appraisals and match them with the main topic of each extract Speaking
discuss how to ensure the success of an appraisal before, during and after the interview.Monitoring performance Reading
read an article about staff appraisals and discuss the problems with some appraisal methods Writing
write an e-mail to managers about staff appraisals
Unit 10 a Marketing Disasters Teaching aims and requirements: To enable students to talk about marketing To practise listening for gist
To practise reading for specific information To practise asking for information To review conditonal 3 and other ways of expressing hindsight Important and difficult points:
How to express hindsight Teaching content: The marketing mix Speaking
discuss the four Ps of the marketing mix and how they apply to a package holiday Reading 1
match sentences with four paragraphs about marketing disasters Speaking
discuss how these marketing mistakes could have been avoided Promotions that failed Reading 2
read stories about three promotions that failed and decide how each story ended Speaking
ask the teacher YES/NO questions to find out what went wrong in each case Listening
listen to three people talking about the same stories and identify which each speakers is talking about
Languages focus
read the tapescript to find examples of conditional sentences.Focus on different ways of expressing hindsight Speaking
rank the stories from most to least avoidable then students tell their own stories of marketing disasters
Unit 10 b Going Global Teaching aims and requirements: To enable students to talk about entering foreign markets To practise listening for specific information To practise reading for specific information Important and difficult points:
How to choose the product to go global Teaching content: Choosing the right product Speaking
think of three globally successful products and why they are successful.Students put the products into a framework for analysing the suitability of products for globlisation.And then they put four Marriot hotel brands into the framework Reading
read a Marriot cast study and check their analysis of the brands Speaking
discuss globalisation issues raised by the text Entering the market Listening
listen to a consultant discuss different ways of entering a foreign market and answer multiple-choice comprehension questions.Students listen again and list the advantages/disadvantages of the various methods of market entry Speaking
discuss their company’s exports and how they entered foreign markets.Students play a board game based on entering a foreign market.
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