商务英语 综合教程

张利娟

目录

  • 1 Course introduction
    • 1.1 Know career path
    • 1.2 课程前测
  • 2 Organization
    • 2.1 Business vocabulary
    • 2.2 Defining organization
    • 2.3 Company Structure
    • 2.4 Skills for socializing and networking
    • 2.5 Case study-outsource/keep in-house
    • 2.6 Test
    • 2.7 Expanded reading
    • 2.8 Ss' presentations
    • 2.9 Ss'videos
      • 2.9.1 Ss' videos-class 3
      • 2.9.2 Ss' videos-class 1
      • 2.9.3 Ss' videos-class 2
  • 3 Leadership
    • 3.1 Vocabulary Learning
    • 3.2 Qualities/personality of good leaders
    • 3.3 skills for decision making
    • 3.4 Types of leadership
  • 4 Employment
    • 4.1 Business Vocabulary
    • 4.2 Job-hunting
    • 4.3 Recruitment
    • 4.4 Skills for managing meetings
    • 4.5 Case study-advertise for a GM
    • 4.6 Simulation of job interview
  • 5 Find a job
    • 5.1 how to find a job?
    • 5.2 how to prepare for  a job interview?
      • 5.2.1 how to write self-introduction for a job interview
      • 5.2.2 what questions to be asked during a job interview
    • 5.3 how to win a job interview
    • 5.4 Expanded reading
  • 6 Recruit staff
    • 6.1 Recruitment process
    • 6.2 Case study-to choose the right person
    • 6.3 Expanded reading
  • 7 Simulation of job-interview
    • 7.1 practice & show
    • 7.2 how to adapt to a new job
    • 7.3 Expanded reading
  • 8 Money
    • 8.1 Financial Terms
    • 8.2 Dealing with Figures
  • 9 Branding
    • 9.1 Business Vocabulary
    • 9.2 Definition and related concepts
    • 9.3 Brand image (outsourcing production)
    • 9.4 Small case studies and skills training
    • 9.5 Case study-Caferoma
  • 10 Advertising
    • 10.1 Business Vocabulary
    • 10.2 Advertising media and methods
    • 10.3 Designing advertising campaign
    • 10.4 Case analysis-Nike Ads
      • 10.4.1 How to do presentations?
  • 11 Quality
    • 11.1 Vocabulary learning
    • 11.2 skIlls for handling telephone complaints
    • 11.3 Students' videos
  • 12 Meetings
    • 12.1 Business Vocabulary
    • 12.2 qualities and job roles of Assitants or secretaries
      • 12.2.1 Qualites of assistants
      • 12.2.2 Job roles of assistants
    • 12.3 How to arrange meetings?
    • 12.4 how to run meetings
    • 12.5 how to take mintues
    • 12.6 expanded reading
  • 13 Business Ethics
    • 13.1 Introduction to business ethics
    • 13.2 Inspiring-business ethics
    • 13.3 Expanded reading
    • 13.4 students ‘ videos
  • 14 Business travel
    • 14.1 Business Vocabulary
    • 14.2 Business traveler's priorities
    • 14.3 Ss' presentations
    • 14.4 Skills training-making telephone calls
    • 14.5 case study--Choose a best hotel for seminar
  • 15 Entertaining visitors
    • 15.1 how to pick up vistors at the airport
    • 15.2 how to entertain visitors appropriately
    • 15.3 how to make a welcome speech
    • 15.4 Expanded reading
    • 15.5 Case: entertaining US visitors
  • 16 Cross-cultural communicaiton
    • 16.1 Business Vocabulary
    • 16.2 Concepts related to culture
    • 16.3 Cross-cultural business protocol
    • 16.4 Skills for social English
    • 16.5 Case study-Entertaining visitors from China
    • 16.6 Project-Entertaining Australian visitors
  • 17 期末调研
    • 17.1 课程教学质量调查
  • 18 Managing Change
    • 18.1 Vocabulary Learning
    • 18.2 Definition of Change Management
    • 18.3 Listening materials
    • 18.4 Reading materials
  • 19 复习拓展训练
    • 19.1 案例分析-乐视
    • 19.2 挽救公司方法
  • 20 Competition
    • 20.1 Vocabulary Learning
    • 20.2 Competitiveness
    • 20.3 第三届产品英文推介大赛
    • 20.4 第四届创意产品英文推介大赛
    • 20.5 Sample of business negotiation
    • 20.6 Students' negotiation videos
  • 21 Innovation
    • 21.1 Vocabulary Learning
    • 21.2 Innovation
  • 22 Trade
    • 22.1 Vocabulary Learning
Definition and related concepts
  • 1
  • 2

Unit 1-1

Task one: Warming-up

1.Questions: A. Can you give me some domestic and home brand names?

         B. Do you like branded products? Yes. Why? And No. why?

         C. What qualities or images do the branded products represent? For example, Mi cell phones represent value for money, well-designed, cool, etc..

Words for your reference: Value for money, luxurious, timeless, well-made, top of the range, durable, inexpensive, cool, reliable (performance), stylish, fashionable, well-designed, etc..


2.Listen to 1.1 and dictate the two speakers expressions about their likes and dislikes of branded products.

Likes (good style, good design, good taste, to impress other people)

Dislikes(get fed up wearing the same brands, don’t want to give free advertising, don’t pay for inflated price, want value for money)

Task two: learning vocabulary

Brand management

Step 1: teacher asks Ss to finish the vocabulary exercise. Check the answers and explain the difficult ones.

Brand loyalty, brand image, brand awareness, brand stretching

Product launch, product lifecycle, product range, product placement and product endorsement.

Step 2: Ask Ss to finish Part B to check whether they have understood the business concepts or not.

Task three: Discussing the definition of branding, brands, and the importance of branding.

Step 1: listen to 1.2-1.4 and finish the exercises.

 Why brands matter?

Branding: The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.


Read more: http://www.businessdictionary.com/definition/branding.html

http://www.businessdictionary.com/article/432/what-to-consider-when-developing-a-brand/


Discussion: Why brands matter? What are the values/functions that brands have for customers and enterprises? You have to post your ideas from two aspects. One is from the customers’ perspective and the other is from the business perspective.