Lecture Notes for PAMC (02) - Ch2_L1

How to Take Lecture Notes(/T ake-Lecture-Notes)Taking lecture notes is a major part of studying and it is important that your notes are thorough and accurate. Here's how to get the most out of a lecture and have amazing notes to show for it.Steps1. Prepare for the lecture so that you will be more likely to predict the organization of the lecture. Check the course outline to see if the lecturer has listed the topic or key ideas in the upcoming lecture. If so, convert this information into questions, or structure your notebook according to the headings provided in the outline.2. If an outline or handout is given out at thebeginning of class, skim it quickly. Underline or highlight topics, new vocabulary, key questions and/or main ideas.3. Ideally, you will come to class having read the assigned material. Attending the lecture with the information fresh in your mind will undoubtedly help you follow the presentation with greater ease and less confusion.4. Sit as near to the front of the room as possible to eliminate distractions. You may even want to come five or ten minutes early to get a good seat and have time to set up your pen and notebook or laptop.5. Have a proper attitude. Listening well is a matter of paying close attention. Be prepared to be open-minded about what the lecturer may be saying, even though you may disagree with it.6. Have extra pencils sharpened and ready, or extra lead for mechanical pencils in case a pencil breaks during the lecture. Bring a pen as well, and a (big) eraser.7. Write down the title of the lecture, and the date. Keeping your notes organized will pay off when it comes time to study.8. If you miss a lecture, make sure to write it down in your notes as well, so that you will not forget. This way you ensure that you will get the notes from a friend or colleague instead of missing out on the material entirely.1. Listen carefully to the introduction (if there is one). By knowing this outline, you will be better prepared to anticipate what notes you will need to take. Decipher this outline by listening for:a. A topic for each section.b. Supporting points or examples for the topic.2. Copy what's written on the whiteboard, or overhead projector, especially the outline. To make sure that you get everything, get in the habit of skipping words like "the" and "a" and make use of shorthand and abbreviations. Summarize your notes in your own words, not the instructor's. Remember: your goal is to understand what the professor is saying, not to try to record exactly everything he or she says.3. Recognize main ideas by signal words that indicate something important is to follow. See the tip on signals below.4. Jot down details or examples that support the main ideas. Take down examples and sketches which the lecturer presents. Indicate examples with "e.g." Give specialattention to details not covered in the textbook.5. Come up with symbols for words used often that you can remember easily.6. Take detailed notes if possible.7. Draw diagrams for concepts you can't remember easily or don't understand.8. If there is a summary at the end of the lecture, pay close attention to it. You can use it to check the organization of your notes. If your notes seem disorganized, copy down the main points that are covered in the summary. It will help in revising your notes later.9. At the end of the lecture, ask questions about points that you did not understand.10. If (s)he begins to get off topic by telling a story...write it down anyway. Stories help people remember. The story might be related to what you are learning, and may even be on the test.11. If it becomes apparent that he or she is trying to stress or emphasize something, be sure to get it down.12. Obviously, the teacher/professor will not write down everything he/she says. Listen for key points and important details that are not written down.13. When students ask questions, write down the questions and the teacher/professor's answers. This additional information might answer questions you have as well.1. Revise your notes as quickly as possible,preferably immediately after the lecture, since at that time you will still remember a good deal of the lecture. Also it is a good idea to reread your notes within 24 hours of the lecture. It may be a good idea to rewrite or type your notes to make them clearer and more organized.2. Revise it with a class mate or two. Two students see and hear more than one. Your notes will have different gaps than that of your class mates.3. Review the lecture notes (again) before the next lecture.Tips1. Mark ideas which the lecture emphasizes with a highlighter, arrow or some special symbol.2. If the teacher has given a clear outline of the topic eg "Today we'll learn about 10 typesof leaves..", use numbers 1,2,...10 for the main points (types of leaves), and letters of the alphabet a, b, c etc for examples of each type.3. Use 'mind maps' if you've learnt how to draw them.4. Incorporate different colors of ink, diagrams, drawings of your own. Make your notes your notes. Take advantage of how you learn (visually, aurally [by ear], or actively) and write/draw your notes according to that style.5. Watch for signal words. Your instructor is not going to send up a rocket when he/she states an important new idea or gives an example, but she will use signals to telegraph what she is doing. Every good speaker does it, and you should expect to receive these signals.For example, she may introduce an example with "for example" as done here. Other common signals:"There are three reasons why...." (Here they come!)"First...Second... Third...." (There they are!) "And most important,...." (A main idea!) "A major development...." (A main idea again!)He/She may signal support material with: "On the other hand....""Pay close attention to this""On the contrary...." "Similarly....""In contrast....""Also....""For example....""For instance...."He may signal conclusion or summary with:"Therefore....""In conclusion....""As a result....""Finally....""In summary....""From this we see...."He/She may signal very loudly with: "Now this is important....""Remember that....""The important idea is that....""The basic concept here is...."6. Do NOT try to write down every word of the lecture. It is better to listen attentively, understand the topic /point being explained, and jot down the notes in point form - but not so brief that they don't make sense to you later!7. You may use a certain software to help you take notes such as PerfectNotes software, Live Scribe Smart Pen and Microsoft OneNote.Warnings1. Do not perform manual activities which will detract from taking notes. Do not doodle or play with your pen. These activities break eye contact and concentration; they are alsodistracting to others. Therefore, if you learn best while doodling or tapping your foot, sit near people who do the same or who don't keep glaring in your direction.2. If you are gathering together your personal belongings when you should be listening, you're bound to miss an important point--perhaps an announcement about the next exam--or, at the least, insult the teacher.3. Some professors may not want you to record their lectures, in case they end up shared or posted online without the professor getting credit or financial compensation for their expertise. It could even be illegal to make a recording without their permission! Ask permission before using recording devices, and delete your recordings as soon as the final exam is over.4. Remember that you are there to analyze and process, not: to record. Pieces of electronics can record better than you, but they do not get an academic degree ordiploma. Make sure you keep processing and analyzing despite having a recorder at hand.5. It should be noted that the statement on doodling is not entirely accurate. Doodling has been known to improve memory, so doodling during parts of lectures which do not require note making may actually be beneficial as opposed to distracting. So take this persons' advice with caution.。

新世纪⼤学英语综合教程4（第⼆版）LectureNotes_U2 Electronic Teaching PortfolioBook FourUnit Two: Man and TechnologyPart I Get StartedSection A Discussion▇Work in pairs or groups and discuss the following questions.1)What changes have taken place in our life with the advancement of technology?2)Do you think technology makes your life easier? Could you give some examples?3)Is the advancement of technology always a good thing?▇ Answers for reference:1)With the advancement of technology, our health has been improved; production has been increased; humanlabor has been decreased; people’s mental horizons have been broadened, and what is most important is that people live longer and better.2)Yes. Take the Internet for example. With the access to the Internet I can learn what is going on all aroundthe world. I can get the latest information about my present studies at college. And I can communicate with others via e-mail, which saves me a lot of time and money. Another example is the rapid development of various means of transportation. Planes, trains and cars have made my travel easier and more convenient.3)No. Technology is a double-edged sword which can be used equally for good or evil. For example,technology has found wide application in the medical field. However, owing to technology, weapons of mass destruction have been invented and used in wars in which large numbers of innocent people have been killed.Section B Quotes▇Study the following quotes about man and technology and discuss in pairs what you can learn from them.⊙The saddest aspect of life right now is that science gathers knowledge faster than society gathers wisdom.— Isaac Asimov Interpretation:This quote tells us that knowledge is not wisdom. Knowledge alone does not necessarily make us wiser. Although science has brought about a rapid growth in knowledge, today’s society has not witnessed any corresponding increase in wisdom. And what we are in desperate need of today is wisdom rather than scientific knowledge, for knowledge helps us make a living while wisdom helps us make a life.Isaac AsimovAbout Isaac Asimov:Isaac Asimov (1920-1992): a US science fiction writer. Born in Russia, he was brought to the USA when he was three and grew up in Brooklyn, New York. He studied chemistry at Columbia University and developed a career both as an academic biochemist and as a science fiction writer. Among his best known novels are the “Foundation Series”―Foundation (《基地》) (1951), Foundation and Empire (《基地与帝国》)(1952), andSecond Foundation (《第⼆基地》)(1953), etc. He is also well-known for his textbooks and works of popular science.⊙Education makes machines which act like men and produces men who act like machines.— Erich Fromm Interpretation:This quote questions the rigidity of the formal educational systems. Machines are often considered as being controlled by others and have no individual thoughts. This quote indicates that the formal educational system controls the development of students and washes away the individual creativity.Erich FrommAbout Erich Fromm:Erich Fromm (1900-1980): German-born American psychoanalyst. His works, which include Escape from Freedom(《逃离⾃由》), Man for Himself(《利⼰者》) and The Sane Society(《健全的社会》), emphasize the role of culture in neurosis and strongly criticize materialist values.⊙The production of too many useful things results in too many useless people.—Karl MarxInterpretation:According to Marx, under capitalism, overproduction leads to economic crises and unemployment.Karl MarxAbout Karl Marx:Karl Marx (1818-1883): a German philosopher, social scientist, historian and revolutionary. Karl Marx was the most influential socialist thinker of the 19th century. With Friedrich Engels, he wrote the Communist Manifesto (1848) and other works. Exiled from Europe after the Revolutions of 1848, Marx lived in London, where he worked on his monumental work Das Kapital (Capital), in which he used dialectical materialism to analyze economic and social history. Marxism has greatly influenced the development of socialist thought.⊙It is difficult to say what is impossible, for the dreams of yesterday are the hopes of today, and the realitiesof tomorrow.— Robert H. Goddard Interpretation:Advances in science and technology have given birth to many things once only dreamed of.Robert H. GoddardAbout Robert H. Goddard:Robert H. Goddard (1882-1945): an American physicist. Goddard is looked upon as one of the three main founders of modern rocketry, along with Tsiolkovsky and Oberth. He launched the first liquid-fueled rocket on March 16, 1926. The flight lasted just 2.5 seconds, reaching an altitude of 12.3 meters and landing 55.2 meters from the launch site.Section C Watching and Discussion▇Watch the following video clip “Inception” and do the tasks that follow:插⼊视频⽚段：“Inception.wmv”1.Fill in the missing words according to what you hear from the video clip.—You create the world of the dream. You’ll bring the subject into that dream, and then they feel it in their subconscious.—How could you ever acquire enough detail to make him think that’s reality?—Our dreams. We feel real while we’re in them. It’s only when we wake up that we realize something actually strange. May I ask you a question? You never really remember the beginning of your dreams, do you? You always wind up right in the middle of what’s going on.2.Discuss the topic with your group members: Are you sometimes troubled by your dreams? Share one ofyour unusual dreams with your peers.▇Answers for reference:(Open.)Script：InceptionCOBB: You create the world of the dream. You’ll bring the subject into that dream, and then they feel it in their subconscious. ARIADNE: How could you ever acquire enough detail to make him think that’s reality?COBB: Our dreams. We feel real while we’re in them. It’s only when we wake up that we realize something actually strange. May I ask you a question? You never really remember the beginning of your dreams, do you? You always wind up right in the middle of what’s going on.ARIADNE: I guess. Yeah.COBB: So ... how did we end up here?ARIADNE: We just came here from the...COBB: Think about it, Ariadne. How did you get here? Where are you right now?ARIADNE: Oh my God. We’re dreaming.COBB: We’re actually asleep in the workshop right now. This is your first lesson in shared dreaming, remember?Part II Listen and RespondSection A Word Bankevolve v. develop gradually by a long continuous process （使）演变；（使）进化shuttle★n. a spacecraft that can be used more than once 航天飞机prolong★vt. make longer; lengthen 延长，拉长，拖长Section B Task One: Focusing on the Main IdeasChoose the best answer to each of the following questions according to the information contained in the listening passage.1) What is the main idea of the passage?A) The rapid changing world we live in.B) The important role the Internet plays in our life.C) The important role technology plays in our life.D) The important role modern transportation plays in our life.2) What does the passage say about the Internet?A) It provides us with the quickest means for communication.B) It provides us with the quickest means to collect information.C) It provides us with the quickest means to talk to each other.D) It provides us with modern means of transportation.3) Why is the journey to the outer space not a dream any more?A) Because people can go anywhere now.B) Because people can travel to the outer space by airplane now.C) Because the modern means of transportation makes the journey smoother.D) Because people can travel to the outer space by rockets and space shuttles.4) How does technology help prolong our life?A) Patients can go anywhere to seek modern medicine.B) With modern medicine, people with cancer do not suffer from the pain.C) With modern medicine, people with AIDs do not suffer from the pain.D) With modern medicine, some deadly diseases can be treated now.5) How does technology expand our vision of the world?A) It gives us ideas that never occurred to us in the past.B) It makes our life easier and more convenient.C) It helps us spread our ideas more quickly.D) It brings us more advanced products.▇ Answers for Reference:1) C 2) B 3) D 4) D 5) ASection C Task Two: Zooming in on the Details▇Listen to the recording again and fill in each of the blanks according to what you have heard.Firstly, technology shortens the distance between people and makes 1) __________ much easier. Today, the Internet is widely used not only for the 2) __________ of information but also for correspondence.Secondly, modern means of 3) __________, such as airplanes and high-speed trains make our journey 4) __________ and faster. With the help of modern transportation, we can go almost anywhere we want to. To journey into 5) __________ space is not a dream any more. Rockets and space 6) __________ have made the dream come true.Thirdly, modern medicine prolongs our life and 7) __________ patients from pain. Some deadly 8) __________, such as cancer and AIDs can be treated now, and we can live longer and better.Last but not least, technology expands our 9) __________ of the world. It provides us with larger 10) __________ by giving us ideas that never occurred to us in the past.▆ Answers:Firstly, technology shortens the distance between people and makes 1) communication much easier. Today, the Internet is widely used not only for the 2) collection of information but also for correspondence. Secondly, modern means of 3) transportation, such as airplanes and high-speed trains make our journey 4) smoother and faster. With the help of modern transportation, we can go almost anywhere we want to. To journey into 5) outer space is not a dream any more. Rockets and space 6) shuttles have made the dream come true.Thirdly, modern medicine prolongs our life and 7) relieves patients from pain. Some deadly 8) diseases, such as cancer and AIDs can be treated now, and we can live longer and better.Last but not least, technology expands our 9) vision of the world. It provides us with larger 10) possibilities by giving us ideas that never occurred to us in the past.Script:What Has Technology Brought Us?Technology plays a vital role in our society. It makes our life more comfortable and convenient. Without it, we couldn’t evolve or cope up with the ever changing world we live in.Firstly, technology shortens the distance between people and makes communication much easier. Today, the Internet is widely used not only for the collection of information but also for correspondence.Secondly, modern means of transportation, such as airplanes and high-speed trains make our journey smoother and faster. With the help of modern transportation, we can go almost anywhere we want to. To journey into outer space and other planets is not a dream any more. Rockets and space shuttles have made the dream come true.Thirdly, modern medicine prolongs our life and relieves patients from pain. Some deadly diseases, such as cancer and AIDS can be treated now, and we can live longer and better.Last but not least, technology expands our vision of the world. It provides us with larger possibilities by giving us ideas that never occurred to us in the past.It is hard to imagine what the world would be like without technology.Part III Read and ExploreText ASection A Discovering the Main Ideas1. Answer the following questions with the information contained in Text A.1)Did material and technological advances make Americans happier according to the survey?2)What is the relationship between money and happiness according to Easterlin?3)How does technology affect human relationships according to the author?4)In which field does technology have the most important impact on people’s sense of well-being accordingto the author?5)What does the author think of the relationship between technology and happiness?▆ Answers for Reference:1)No. The survey showed that the majority of Americans did not become happier with the advancement oftechnology. In fact, the percentage of people who say they are “very happy” has fallen slightly since the early 1970s, even though their income has increased considerably.2)According to Easterlin, money cannot make people happier after a certain point, that is, when people areable to meet the needs for a decent life.3)According to the author, with technological inventions such as linked databases, the Internet and TV,people have less privacy and less time for real world communication. As a result, they tend to be more lonely and depressed.4)The most important impact of technology on people’s life is in the field of health care. The developmentof medical technology has greatly increased people’s life expectancy and improved their quality of life.So the vast majority of people are happy to be alive, and the more time they get on earth, the better off they feel they’ll be. 5)On the whole, the author holds that technology and happiness are not necessarily closely related.Throughout the text, the author cites examples to illustrate that the advances in technology do not necessarily make people happier.2.Text A can be divided into five Parts with the paragraph number(s) of each part provided as follows. Write down the main idea of each part.Part Paragraph(s) Main IdeaOne1-2 ________________________________________________________________________________________________________________________________________________ Two3-5________________________________________________________________________________________________________________________________________________ Three6-9________________________________________________________________________________________________________________________________________________ Four10________________________________________________________________________________________________________________________________________________ Five11________________________________________________________________________________________________________________________________________________▆▆ Answers for Reference:Part Paragraph(s) Main IdeaOne 1-2 Material and technological advances do not really bringhappiness to people in the developed countries. ThoughAmericans now are wealthier than they were in the middleof the last century, they are not happier than they used tobe.Two 3-5 Technology and happiness are not necessarily closelycorrelated because people adapt to technological progresstoo quickly.Three 6-9 The current comments on technology have mostly centeredon the bad effects of technology on human relationshipsrather than particular, harmful technologies.Four 10 The most important impact of technology on people’s senseof well-being is in the field of health care.Five 11 People in general claim that on a deeper level, technologycannot bring happiness to them, which is just contradictoryto the fact that it has greatly improved people’s health andlife expectancy.Section B In-depth StudyIn the present era, all of us are enthusiastically pursuing technological advancement and take it for granted that the development of technology will make us happier. However, little evidence can be found to prove the correlation between technology and happiness once material and technological advances reach a certain level. The text below may provide you with some insights into this issue.Technology and HappinessJames Surowiecki1 In the 20th century, Americans, Europeans, and East Asians enjoyed material and technological advances that were unimaginable in previous eras. In the United States, for instance, gross domestic product per capita tripled from 1950 to 2000. Life expectancy soared. The boom in productivity after World War II made goods better and cheaper at the same time. Things that were once luxuries, such as jet travel and long-distance phone calls, became necessities. And even though Americans seemed to work extraordinarily hard, their pursuit of entertainment turned media and leisure into multibillion-dollar industries.2 By most standards, then, you would have to say that Americans are better off now than they were in the middle of the last century. Oddly, though, if you ask Americans how happy they are, you find that they are no happier than they were in 1946 (which is when formal surveys of happiness started). In fact, the percentage of people who say they are “very happy” has fallen slightly since the early 1970s — even though the income of people born in 1940 has, on average, increased by 116 percent over the course of their working lives. You can find similar data for most developed countries.3 The relationship between happiness and technology has been an eternal subject for social critics and philosophers since the advent of the Industrial Revolution. But it’s been left largely unexamined by economists and social scientists.The truly groundbreaking work on the relationship between prosperity and well-being was done by the economist Richard Easterlin, who in 1974 wrote a famous paper entitled “Does Economic Growth Improve the Human Lot?” Easterlin showed that when it came to developed countries, there was no real correlation between a nation’s income level and its citizens’ happiness. Money, Easterlin argued, could not buy happiness —at least not after a certain point. Easterlin showed that though poverty was strongly correlated with misery, once a country was solidly middle-class, getting wealthier did not seem to make its citizens any happier.4 This seems to be close to a universal phenomenon. In fact, one of happiness scholars’ most important insights is that people adapt very quickly to good news. Take lottery winners for example. One famous study showed that although winners were very, very happy when they won, their extreme excitement quickly evaporated, and after a while their moods and sense of well-being were indistinguishable from what they had been before the victory.5 So, too, with technology: no matter how dramatic a new innovation is, no matter how much easier it makes our lives, it is very easy to take it for granted. You can see this principle at work in the world of technology every day, as things that once seemed miraculous soon become common and, worse, frustrating when they don’t work perfectly. It’s hard, it turns out, to keep in mind what things were like before the new technology came along.6 Does our fast assimilation of technological progress mean, then, that technology makes no difference? No. It just makes the question of technology’s impact, for good or ill, more complicated. Let’s start with the downside. There are certain ways in which technology makes life obviously worse. Telemarketing, traffic jams, and identity theft all come to mind. These are all phenomena that make people consciously unhappy. But for the most part, modern critiques of technology have focused not so much on specific, bad technologies as on the impact of technology on our human relationships.7 Privacy has become increasingly fragile in a world of linked databases. In many workplaces, technologies like keystroke monitoring and full recordings of phone calls make it easier to watch workers. The notion that technology disrupts relationships and fractures community gained mainstream prominence as an attack on television. Some even say that TV is chiefly responsible for the gradual isolation of Americans from each other. Similarly, some others stress the harmful effects of the Internet, which supposedly further isolates people from what is often called “the real world”.8 This broad criticism of technology’s impact on relationships is an interesting one and is especially relevant to the question of happiness, because one of the few things we can say for certain is that the more friends and the closer relationships people have, the happier they tend to be.9 Today, technological change is so rapid that when you buy something, you do so knowing that in a few months there’s going to be a better, faster version of the product, and that you’re going to be stuck with the old o ne. Someone else, in other words, has it better. It’s as if disappointment were built into acquisition from the very beginning.10 Daily stress, an annoying sense of disappointment, fear that the government knows a lot more about youthan you would like it to —these are obviously some of the ways in which technology reduces people’s sense of well-being. But the most important impact of technology on people’s sense of well-being is in the field of health care. Before the Industrial Revolution, two out of every three Europeans died before the age of 30. Today, life expectancy for women in Western Europe is almost 80 years, and it continues to increase. The point is obvious: the vast majority of people are happy to be alive, and the more time they get on earth, the better off they feel they’ll be. But until very recently, life for the vast majority of people was nasty, rough, and short. Technology has changed that, at least for people in the rich world. As much as we should worry about the rising cost of he alth care and the problem of the uninsured, it’s also worth remembering how valuable for our spiritsas well as our bodies are the benefits that medical technology has brought us.11 On a deeper level, what the technological improvement of our health and our longevity emphasizes is a paradox of any discussion of happiness on a national or a global level: even though people may not be happier, even though they are wealthier and possess more technology, they’re still as hungry as ever for more time. It’s like that old joke: the food may not be so great, but we want the portions to be as big as possible.（此课⽂没有更新，不需要配图说明。

Chapter One The Basic Knowledge of a Business LetterThe purpose of a business letter is to establish a relationship between the two parties and do business. It is very essential for the writer to give his/her partner a good and deep impression on all aspects. A slovenly badly setout of a letter might suggest the carelessness of the writer though this may not be the case. Unfortunately the writer will never have a chance to give the receiver another first impression.I. The Structure of a Business Letter1) Heading ................. ................. 2) Ref. No. 3) Date 4) Inside Address 5) Attention Line 6) Salutation 7) Subject Line 8) Opening sentence Body of the letter ……………………………………………………………………………. Closing sentence 9) Complimentary Close 10) Signature 11) Encl. 12) c.c. 13) P.S. 1) Heading Heading includes the sender's name, postal address, telephone number, telex number, fax number, e-mail address, telegraphic address and the telegraphic codes used, if any. It sometimes also includes additional information, such as a listing of branch offices, the line of business, the year of establishment, bankers or capital. Usually it is printed in the center or at the left margin of a letter writing paper. The following is a specimen of the heading: Guangzhou Textiles Imp. & Exp.Corporation 15/FGuangtex Building 438 Dong Feng Road (C) Guangzhou 570030 Peoples' Republic of China Tel:83348898 Cable:1159 Telex: 44452 GZTEX CN Fax: 8337389812) Reference numbers and initials The reference numbers and initials are generally used as a useful indication for filing, including a file number, departmental code or the initials of the signer followed by that of the typist of the letter. They are typed two lines below the heading. If desired, they can also be placed at the lower left margin two lines below the name of the signer. e.g. Our Ref No. JS/nb 09811 3) Date The date is usually typed two lines below the heading, either on the left-hand side or on the right-hand side of the letter paper. The following dates are shown either in American form or in British form: August 15, 2008 (American Form) 15th August, 2008 (British Form) 4) Inside Address The name and address of the receiver is typed at the left-hand margin about two or four spaces below the date. It appears exactly the same way as on the envelope. Mr. C. E. Eckersley c/o Messrs Longmans Green & Company 6 & 7 Clifford Street London SW7 2DY EnglandSpecial care must be given to the use of the word "Messrs" (an abbreviated form of Messieurs, the French word for Gentlemen). It is often used in the case of a firm named after one or more persons and omitted where the names are impersonal. e.g. Messrs Smith & Co. Messrs Hamilton and Jacobs 5) Attention Line Attention line is used when the writer of a letter addressed to an organization wishes to direct the letter to a specific individual or section of the firm. It generally follows the inside address. e.g. Attention: Mr. Smith Attention: The Sales Manager 6) Salutation Salutation is the greeting of a business letter. Its form depends on the writer's relationship with the receiver. The customary formal greeting in a business letter is "Dear Sirs" or "Dear Madam" used for addressing one person; and "Dear Sirs", "Dear Mesdames", or "Gentlemen" (always should be in plural form and never write "Gentleman") for addressing two or more people. If the receiver is known to the writer personally, a warmer greeting "Dear Mr. Sb." is then preferred Salutation is usually typed two or three spaces below the inside address or the attention line, and followed by a comma for "Dear Sir", "Dear Sirs", and a colon for "Gentlemen". 7) Subject Line Subject line is actually the general idea of a letter. It is inserted between the salutation and the body of the letter either at the left-hand margin for full-block form or centrally over the body for other forms.2e.g. Your Quotation Sheet No.98135 Re: Our Order No.AB-54678 Sub: Chinese Light Industrial Products 8) Body of the Letter It is the most important part of any business letter. No matter how brief it may be, it deserves special attention. If there has been previous correspondence, the reply letter will refer to it in the first paragraph. The writer's plans, hopes and expectations will be expressed in the last paragraph. 9) Complimentary Close The complimentary close provides the writer of a business letter with an opportunity to say "Good-bye" at the end of this written "conversation" just as the salutation was a way of saying "Hello". The complimentary close should be chosen carefully to agree in tone and manner with the salutation as follows: Formal: Dear Sir(s), ....................................................................Yours faithfully, Gentlemen: ....................................................................Truly yours, Less formal: Dear Mr. Henry,(:) .........................................................Yours sincerely (or Sincerely yours) 10) Signature It is common to type the name of the writer's firm or company immediately below complimentary close. The handwritten signature is vital; the typewritten name alone is insufficient and more importantly not valid. Since handwritten signatures are illegible, the name of signer is usually typed below the signature, and followed by his job title or position. Never sign a letter with a rubber stamp. The following are examples of signing a business letter: (a) (b) Yours faithfully, Yours truly, THE NATIONAL TRANSPORT CO., for The Overseas Co. Ltd. (signature) (signature) Wang Wei W. Black Manager President 11) Enclosure When there is something such as a catalogue, a price list enclosed with the letter, this fact should be indicated by typing the word "Enclosure" or its abbreviation "Encl." or "Enc." two lines below the signature or reference numbers, if there are any. e.g. Enclosure: A Price List Encl: As stated Enc: A Catalogue 12) Carbon Copy When copies of the letter are sent to others, type c.c. below the signature at the left margin. e.g. c.c. The Osaka Chamber of Commerce & Industry c.c. Mr. G. Well313) Postscript If the writer wishes to add something he forgot to mention or for emphasis, he may add his postscript two spaces below the carbon copy notation: P.S. The samples will be mailed to you tomorrow. Try to avoid using P.S. since it may suggest that the writer failed to plan his letter well before he typed it.II. The Styles of Business Letter1. Full Block Form This letter-style is very modern and has now become firmly established as the recommended way of setting out letters. The most remarkable features of a business letter written in the full-bock are that every line starts block with the left hand margin. This includes the date, the inside address, the salutation, the subject heading, the body of the letter, the complimentary closing, the signature and the enclosures. The letterhead is usually printed either on the left-hand side or in the center of the upper edge of the writing paper.Allen Incorporation 1432 St. Louis Street Los Angeles, CA90015 U.S.A. Our ref: C9836 January 1, 1998 Guangzhou Textiles Imp & Exp Corporation 8-15/F Guangtex Building 438 Dongfeng Road (C) Guangzhou, 510030 China Dear Sirs Your corporation has been recommended to us by John Simmon & Co. of London, with whom we have done business for many years. We are interested in your cotton piece goods and shall be glad if you will send us a copy of your catalogue and current price list. Yours faithfully ALLEN INCORPORATION James Smith42. Semi-Block Form Allen Incorporation 1470 St. Louis Street Los Angeles CA90015 U.S.A Our ref:C9836 Guangzhou Textiles Imp & Exp Corporation 8-15/F Guangtex Building 438 Dongfeng Road (C) Guangzhou, 510030 China Dear Sirs, Your corporation has been recommended to us by John Simmon & Co. of London, with whom we have done business for many years. We are interested in your cotton piece goods and shall be glad if you will send us a copy of your catalogue and current price list. Yours faithfully, ALLEN INCORPORATION James Smith Most parts of the letter written in semi-block form start flush with the left-hand margin. But there are exceptions: 1) The date is typed near the right-hand margin at the top of the letter. 2) The first line of each paragraph is indented. 3) The complimentary close, and signature start near the right-hand margin. 4) Mixed punctuation is used. That is , the salutation is punctuated with a colon, or a comma. The complimentary close is punctuated with a comma. 3.Modified Block Form Allen Incorporation 1470 St. Louis Street Los Angeles CA90015 U.S.A Our ref:C9836 Guangzhou Textiles Imp & Exp Corporation 8-15/F Guangtex Building 438 Dongfeng Road (C) Guangzhou, 510030 China5January 1, 1998January 1, 1998Dear Sirs, Your corporation has been recommended to us by John Simmon & Co. of London, with whom we have done business for many years. We are interested in your cotton piece goods and shall be glad if you will send us a copy of your catalogue and current price list. Yours faithfully, ALLEN INCORPORATION James Smith Some points are listed below for identification of this modified block form: 1) The heading is in the center. 2) The date, complimentary close, and signature start near the right-hand margin. 3) The other parts start flush with the left-hand margin. The most outstanding difference between modified block form and semi-block form lies in that no indention is needed for the first line of each paragraph in modified block form.III. Second and Succeeding PagesWhen using continuation sheets, the following second page heading must be used: --2-L. A. Brizier & Co. March 1, 1997 The phrase "______ to be continued ______" should be added at the bottom of the first page.IV. Addressing EnvelopesThe name and address of the recipient start one third of the way across the envelope from left to right and half way down from top to bottom. Type the name and address of the sender at the left top corner of the envelope and leave a blank space on the right hand side for stamp. e.g. China National Chemicals Import & Export Co. Beijing, China Overseas Trading Co. 153 Market Street London, E. C. 3 (stamp)V. Writing Principles of a Business Letter1. Clarity A business letter must be in clear and easily comprehended language, straight forward and free from commercial jargon. e.g. As to the steamers sailing from Hong Kong to San Francisco, we have bimonthly direct6services. The word "bimonthly" has two meanings: twice a month, or once two months. The reader will feel puzzled about the meaning. (Rewriting) : 1) We have two direct sailings every month from Hong Kong to San Francisco. 2) We have semimonthly direct sailing from Hong Kong to San Francisco. 3) We have a direct sailing from Hong Kong to San Francisco every two months. Commercial letters should be clear and tidy, easy to understand the content. So a writer should paragraph a letter carefully and properly. One paragraph for each point is a good general rules. 2. Conciseness That is using concise sentences and fewest words, without losing completeness and courtesy, to explain the meaning of a letter clearly. The following are the methods of making a letter concise:  Avoid using wordy expressions (wordy) (concise) We wish to acknowledge receipt of your letter... We appreciate your letter... Enclosed herewith please find two copies of... We enclose two copies of...  Avoid unnecessary repetition Will you ship us any time during the month of December, or even November if you are rushed, for November would suit us just as well? (Rewriting): Please ship us by the end of November.  Using short sentences, simple words and clear explanations e.g. enclosed herewith..............................................................................enclosed at this time..........................................................................................now due to the fact that..............................................................................because a draft in the amount of $1,000 .........................................................a draft for $1,000 Please don't hesitate to call upon us...................................................Please write us. Please see that an enquiry is conducted to determine the reason.......Please find out the reason. We require full-automatic washing which is of the new type...................................................... We require new-type full-automatic washing machine.  Avoid padded expressions It should be noted that this is the best we can do. For your information we enclose a catalogue. Please be advised that we have received your invoice. Using subject line properly and flexibly can cancel the same content in the opening sentence of a letter. 3. Completeness &Concreteness A business letter should include all the necessary information. It is essential to check the message carefully before it is sent out. Make the message specific, definite and vivid. Compare: ST858L 5-Band Stereo Radio Cassette Recorder is of full functions.7ST858L 5- Band Stereo Radio Cassette Recorder can delivers superb FM/MW/LW/SW1/ SW2/FM Stereo band reception. Full auto-stop and automatic quick program search (AQPS system ). We have drawn on you as usual under your L/C. We have drawn on you our sight draft No. 845 for the Invoice amount , US$ 560.00, under your L/C No. 246 of the China Bank . 4. Courtesy True courtesy requires more than the use of polite words and phrases. It indicates a desire to be helpful and useful to others. Use a friendly, sincere tone in your letter to create a courteous manner and leave the recipient an impression that you sincerely wish to be of services. Compare: (Polite) We have received with many thanks your letter of Oct. 7, and we take the pleasure of sending you our latest catalogue. We wish to draw your attention to a special offer which we have made in it. (Courteous) You will be particularly interested in a special offer on page 5 of the latest catalogue enclosed, which you requested in your letter of Oct. 7. In order to make a business letter courteous, try to avoid irritating, offensive, or belittling statements. To answer letters promptly is also a matter of courtesy. 5. Consideration Consideration emphasizes You-attitude rather than We-attitude. When writing a letter , it is advisable to keep the reader's request, needs, desires, as well as his feelings in mind. Plan the best way to present the message for the reader to receive. Compare: We- attitude You-attitude We allow 2 percent discount for cash payment. You earn 2 percent discount when you pay cash. We won't be able to send you the brochure this We will send you the brochure next month. month. 6. Correctness Correctness refers not only to correct usage of grammar, punctuation and spelling, but also to standard language, proper statement, and accurate figures as well as the correct understanding of commercial jargons. Compare: You failed to include your credit card number, so we can’t mail your order. You can’t park in Lot H until May 1. You won’t be sorry that… We’ll mail your order as soon as we receive your credit card number. You may park in Lot H after May 1. You will be happy that…8Chapter Two Establishing Business Relations1. The Importance of Establishing Business Relations The importance of establishing business relations is obvious. Just as a factory requires a complete set of machinery to proceed with production, so does a foreign firm need extensive business connections to consolidate existing relations, to seek new customers, to expand new markets and to enter into new fields of business activities. No transaction can be concluded until contacts have been made between the two or more companies. Therefore, the establishment of business relations is one of the important undertakings in the field of foreign trade. 2. Sources of Obtaining Information about a New Firm After we have obtained the name and address of a firm, we may start sending a letter to the party concerned. This type of letter is an outgoing letter and may be called a first enquiry. Naturally we must somehow get to know a particular firm or company before we can work up our relations with it. Usually information about a new firm is obtainable through: 1) Banks; 2) Chamber of Commerce both at home and abroad; 3) Commercial Counsellor's Office; 4) Advertisements in newspapers or periodicals; 5) Contacts at exhibition; 6) Recommendations by others, etc. 3. Contents of an Initial Letter For initial approach, the first letter usually contains: 1) The source of information. The initial letter should, in the first paragraph begin by telling the addressee how his name is known. 2) Intention of writing the letter. We can express our desire to enter into business relations with the firm we are writing to. 3) Some general information should be given as to the lines of business being handled. 4) Information about the firm's financial standing. 5) Expectation of cooperation and / or an early reply. Specimen Letters Letter-1 Dear Sirs, Re: Cotton T-shirts and Sweat Shirts Your name has been forwarded by the Chinese Consulate in London as dealer and manufacturer of the above goods and we wish to enter into business relations with you in this line. We would be grateful if you could please forward by fax your prices and range along with samples separately as soon as possible. We would like to represent you in UK or whole of Europe. Your early response will be very much appreciated. Yours faithfully, Amin Esmail Managing agent9Letter-2 Dear Sirs, Your firm has been recommended to us by John Morris & Co., with whom we have done business for many years. We specialize in the exportation of Chinese Chemicals and Pharmaceuticals, which have enjoyed great popularity in world market. We enclose a copy of our catalogue for your reference and hope that you would contact us if any item is interesting to you. We hope you will give us an early reply. Yours faithfully, Letter-3 Dear Sirs, From the latest issue of "Guangdong Foreign Trade" we learn the name and address of your corporation, and now take the liberty to write to you with a view to establishing business relations with you. We should be pleased if you could make us an offer for 50 metric tons of Bitter Apricot Kernels for prompt shipment, together with your trade terms and conditions. We are confectioners and bakers having many years' experience in this line of business. Our firm was established in 1935 and has extensive connections with food stores in all the cities and towns of Copenhagen. We need a regular supply of the said goods for cakes and candies. Up to the present, we have been purchasing these goods from commission houses. But we now wish to switch our purchases to your corporation, for we know Chinese Apricot Kernels are of fine quality and special flavour. As to our financial standing, we refer you to Jardine Matheson Bank, 57 Waterloo Street, Copenhagen, who, we feel sure, will be glad to furnish you with any information you may require. If you wish to have more information about our business status, we shall be only too glad to answer your inquiry at any time. Yours faithfully, Letter-4 Dear Sirs Being member of International Trade Association, we are very pleased to communicate with you for the possibility of trading together. We have noticed that your company is involved in manufacturing sector. Ours is a marketing firm in Nigeria. Our service includes:  Manufacturer's representative (establishing buyers contacts) within Nigeria.  Importer of cars, trucks, auto spare parts, electronic gadgets and accessories (both new and fairy used).  Exporter of crude oil, cocoa, rubber, cashew-nut, palm oil, palm kernel jute bags, etc.  corporate contacts within and outside Nigeria among other consultancy service. If your company is interested to secure an extended market for the products in Nigeria, please do not hesitate to write to us, attaching your complete brochure on product ranges and the relevant samples, so that we may be able to confirm our orders.10Upon hearing from you, I will furnish you with detailed information.Best RegardsLetter-5Dear Sirs,The name and address of your corporation has been given to us by the Canadian Chamber of Commerce, who has informed us that you are a reputable exporter of Chinese furniture. We are, therefore, getting into contact with you with a view to introducing your products into our market.We take pleasure in advising you that we have been in import business in the line of furniture for many years and have extensive connections with the wholesalers and retailers in our country. It appears that the beautiful designs and fine workmanship of Chinese furniture appeal to our market, and we believe your products will enjoy popular sales here.We are particularly interested in chairs and desks for office use for the moment and should appreciate it if you would send us your catalogue for these items, together with your latest price list indicating your terms and conditions of sales.We look forward to hearing from you soon.Y ours faithfully,Letter-6Dear Sirs,We come across your corporation's name and address from the magazine "Trade East" , from where we have learnt that you are leading manufacturers / exporters of textiles, knit-wears and ready-to-wear garments.Taking this opportunity we like to introduce ourselves to you as general commission agents and indentors, dealing mainly in textiles and garments. Our firm has been in the import business on commission basis for 12 years and we have several satisfied customers who regularly place orders with us.We are also the sole agents for major European companies and because we are branching out we are seeking new connections in the Far East. The Maltese Islands are small and the market is limited and it is because of this that the only way we operate is on an exclusive basis.We have good clients in the United Kingdom mainly for garments. The margin we work on is 5%. Of course, this commission rate depends on the size of the orders. Our clients pay for their imports by letter of credit.We like to take the privilege of requesting you (provided your firm is not already dealing with another party here in Malta) that we act as your sole agent for the Maltese Islands. If this is to your acceptance we will inform you in due course of the items / lines we require you to offer us.We await your favourable reply.Y ours faithfully,Letter-7Dear Sirs,We thank you for your enquiry of 1st July requesting us to make you an offer for our garments. As we have not previously done business together, perhaps you will kindly supply either the usual trade references, or the name of a bank to which we refer. Then as soon as theseenquiries are satisfactorily settled, we shall be happy to send you good selection of the items you mention in your letter.We sincerely hope that this, our first transaction together, will be the b eginning of a long and pleasant business association.Y ours faithfully,Letter-8Dear Sirs,Recently we have received an order for our Green Beans to the value of USD8500 from a new customer in Pakistan. As we have had no dealings with them in the past, we would be grateful if you could get some information for us concerning their financial status and their ability to conduct business.Enclosed please find the name and address of the company we enquire about. Y ou may rest assured that any information you may provide will be treated as strictly confidential.Y our early reply will be highly appreciated.Y ours faithfully,ExercisesI. Choose the best answer:1. We confirm ______ your Order No. 1234 dated May 9, 1997.A. to have receivedB. having receivedC. receivingD. to receive2. We ______ if you could give us whatever information you can in this respect.A. should appreciateB. appreciateC. appreciate itD. should appreciate it3. We have received your letter of December 15, ______ we are glad to know that you are interested in our electric goods.A. whichB. at whichC. from whichD. in which4. Y ou may rest assured that any further orders you may ______ will always be carefully attended to.A. place usB. place with usC. make usD. make with us5. Y ou have previously ______A. supplied us for glasswaresB. supplied glasswares with usC. supplied us on glasswaresD. supplied us with glasswares6. We have been ______ with that firm for many years.A. making businessB. contactingC. dealingD. supplying7. The design of the goods is very nice but the colour does not ______ to us.A. attractB. appealC. appreciateD. suit8. We thank you for your letter of July 6, ______ your purchase from us of 500 M/T Green Beans.A. confirmB. to confirmC. confirmingD. confirmed9. Our products enjoy ______ in world market.A. most popularB. great popularityC. good sellerD. selling fast10.We would like to take this ______ to establish business relations with you.A. openingB. opportunityC. stepD. advantageII. Fill in the blank with proper prepositions:1.Through the courtesy of Mr. Freemen, we are given to understand that you are one of theleading importers of electric goods _____your area and wish to enter ______business relations with us.2.The Chartered Bank of Liverpool has informed us that you are interested _____trading with us______the line of tools and instruments.3.We have come to know the name of your corporation and have the pleasure ______writing toyou _______the hope of establishing business relations with you.4.Y our desire to establish business relations with our firm _______the basis of equality andmutual benefit coincides ______ours.5.Y our company has been introduced to us by R. G. Nelson & Co. Ltd. ______prospective buyersof Chinese sewing machines. As we deal _____these goods, we shall be pleased to establish business relations with you.6.______ the recommendation of Messrs Smith & Co. we have learned the name of your firmand have pleasure ______establishing business relations with you.7.We thank you ______your letter of August 1 and shall be glad to discuss with you thepossibility _____expanding trade between us.8.Y our letter of July 25, _____which you express the hope of entering into business connectionswith us, has been received _____thanks.9.Much ______our regret, we are unable to do business with you direct, as we have beenrepresented by The Acme Trading Company ______your end.10.Please accept our regret _______having to decline your request ______establishment ofbusiness relations with us as the items named in your letter have been exhausted.11.Please provide us ______a full report ______the business, reputation, means and creditstanding of the following firm.12.Messrs Smith & Co. have given us your name ______a reference. We should be obliged ifyou would advise us whether they are ______good repute.13.As we have no business relations with that firm before, we should be most grateful______any information you may obtain ______us.14.The above information is given ______confidence and without any responsibility ______ourpart.15.We specialize ______the import and export of Art and Crafts. We express our desire to trade_____ this line.III. T ranslate the following sentences into English:1 伦敦英格兰银行告诉我们贵公司是化肥的最大出口商，并有兴趣在这方面同我们进行贸易。

Unit 1 Growing UpText A Writing for MyselfⅠ.Teaching ObjectivesStudents will be able to:1.grasp the main idea (the essence of writing is to write what one enjoys writing)and structure ofthe text (narration in chronological sequence):2.appreciate the narrative skills demonstrated in the text (selection of details, repetition,coherence):3.master the key language points and grammatical structures in the text:4.conduct a series of reading, listening, speaking and writing activities related to the theme of theunit.Ⅱ. Before Reading1.English song Beautiful Boy vocal by John Lennon1). John LennonBrief introduction to John Lennon: John Lennon (1940~1980) was an English rockmusician and co-founder of The Beatles, the most lauded and influential rock group atall time.Questions about John Lennon:a)Who was John Lennon?b)Which country was he from?c)What was his profession?d)Do you know any songs by him?e)Can you tell us anything about Lennon?Chronology of John Lennon:--October 9, 1940Born John Winston Lennon, in Liverpool, England.--September 1957Enrolled at Liverpool College of Art.--August 23, 1962married college girlfriend Cynthia Powell (divorced 1968)--February 19, 1963Please Please Me reached Number One in the UK charts.--February 12, 1964The Beatles started their first US tour.--June 15, 1965The Beatles received MBEs (Member of the Order of the British Empire) from QueenElizabeth II.--March14, 1969Married Yoko one.--November 25, 1969Lennon returned his MRE in peace protest.--December 8, 1980Shot dead outside his apartment in the Dakota building in New York City. The Killerwas a crazed fan, Mark Chapman, who had recently obtained Lennon’s autograph.2). Beautiful Boy3). Questions about the Song and Textsa)In your opinion, what is the song Beautiful boy going to tell us?b)What does Lennon think of growing up? Is it easy of full of adventures?c)Can you guess what the texts in this unit are going to be about?2.Spaghetti1)Definition: spaghetti is the Italian-style thin noodle, cooked by boiling and servedwith sauce. Unlike some Chinese noodles, it is not served in soup and will never tastepulpy.2)Listen and practiceRead the words given below and then listen to the passage. After listening to thepassage one student is required to come up and show the right way of eating spaghettibefore the class.i.hold the fork in your hand as if to poke the spaghetti.ii.Scoop up a small amount of spaghetti on your fork and raise it about30 cm above your plate.iii.Make sure the spaghetti on your fork is completely disconnected fromthe remainder on your plate.iv.Put the prongs of the fork at an edge of the plate that is free of food.v.Quickly point the prongs of the fork straight down toward the plateand place the points on the plate.vi.Twirl the fork to gather the spaghetti around the prongs.vii.With a quick scooping movement, gather up the roll around theprongs and place it in your month.viii.Gently gather up any stray spaghetti ends that don’t make it all theway into your mouth.3.American education systemIn the U.S., education is the responsibility of individual states, not of the federalgovernment, so requirements may vary from one state to another. The following is ageneralization:Kindergarten: under 5 years oldElementary/primary school (grades 1-6): 6-11 years oldJunior high/middle school (grades7-8): 12-13 years oldSenior high school (grades9-12): 14-17 years oldCollege, institute, academy, universityⅢ. Global Reading1.ScanningScan Text A and find out all the time words, phrases and clauses.since my childhood in Belleville (LL.1-2)until my third year in high school (L.2)until then(L.3)when our classed was assigned to Mr. Fleagle for third-year English(L.7)late in the year (L.17)until the night before the essay was due. (LL20-21)when I finished (L.40)next morning (L.42)two days passed (L.42)when I saw him lift my paper from his desk…(L.45)when Mr. Fleagle finished (L.58)3.True or false1). Baker had never thought of becoming a writer until he was in the eleventh grade. (F)As a child in Belleville, he had thought of becoming a writer from time to time.2). Tea chers found it painful to read students’ long and lifeless essays. ( T ).3). Before Mr. Fleagle became the English teacher for Baker’s class, the English course hadbeen interesting. ( F ).From the words “another cheerless year” we can see the English course had been quite boring.4). In Baker’s opinion, Mr. Fleagle was really a formal, rigid and out-of-date teacher onlybecause of Fleagle’s manner of speaking. (F)Besides the manner of speaking, Fleagle’s appearance and dress also showed that he was a dull and rigid teacher.4.Multi-choice1) At first, Baker thought Mr. Fleagle’s English course was _b__.a)interestingb)dullc)hopefuld)attractive2) In Baker’s opinion, the title of the composition “What I did on My Summer Vacation”was _d__.a)dullb)unfruitfulc)difficultd)foolish and dull3) Baker liked to write a composition with the title “ The Art of Eating Spaghetti” because_c__.a)neither Baker nor Doris had ever eaten spaghetti before.b) they argued with each other at the supper.c) it remained him of the pleasure of that evening.d) spaghetti was from Italy and quite new then.4) Which of the following statements is TRUE? _a__.a)You’ll not write a good composition until you like the topic.b)When Baker wrote the essay, he thought his teacher would like it.c)Mr. Fleagle had like Baker’s compositions before.d)Baker succeeded in writing two compositions.5.Questions and answers1. As a student, Baker was long bored by writing compositions. Later, however, hisattitude changed completely. What do you think brought about this change?By reading the text, it seems that the assignment to write an essay led to the change. However, the assignment was still there as it used to be as well asMr. Fleagle. Nothing but his own understanding toward writing an essaychanged.2. Mr. Fleagle says “it’s of the very essence of the essay”, yet he gives no furtherexplanation. Think it over. What does he mean?After reading the class Baker’s essay, Mr. Flealge told the students “it’s of the very essence of the essay”. It was clear enough for the students tounderstand what the essence was. For they enjoued the essay so much thatthey should have got a clue of how to mke the essay. Just like what Baker haddone, to write as the things are and to write for your own joy, might be whatMr. Fleagle wants to illustrate.3. How do you understand the title” Writing for Myself”?To write for oneself may be a good way in making some certain articles such as essay pr poem and so on. For by reading such an essay, the readersexpect of nothing but of the author’s individual feelings toward certainmatters.Ⅳ. Detailed ReadingImportant words , phrase and difficult sentences:Part One (para.1-2)1)(para.1）off and on : or on and off: from time to time; now and again, irregularly断断续续地，有时---It has been raining on and off for a week. That’ why the clothes feel damp.---As her patient slept soundly during the night, Nurse Betty was able to doze off andon in a bedside chair.2)(para1）take hold: become established 生根，确立---The idea of one child only has taken hold in many Chinese families---老习惯总是很难摆脱的. 这就是为什么你要在习惯养成之前戒烟..---Old habits die hard. That’s why you should stop smoking before the habit takes hold.3)(para.1）bore : vt. Make sb. feel tired and lose interest 使人厌烦---The speaker went on and on, and the audience grew bored by his speech.---Tom Sawyer grew bored with painting the garden fence, so he thought of a way to make others paint for him.Collocation:A crashing bore 讨厌之极的人/事A frightful bore 讨厌得要命的家伙An insufferable bore 讨厌得让人无法忍受的人An utter bore 极惹人厌烦的事4)(para.1）)associate: vt. Join or connect together; connect or bring in the mind. 使联系起来，使联想--- 我们只是把埃及和金字塔联系起来.---We often associate Egypt with pyramids.---I can’t associate this gentle you ng woman with the radical political essays she has written,.---Jim wished to forget everything associated with his former life.*associate: n. partner, 合伙人---He is not a friend, he is a business associate.他不是我的朋友，而是我生意上的合伙人。

Electronic Teaching PortfolioBook FourUnit Three: Fame and SuccessPart I Get StartedSection A Discussion▇Work in pairs or groups and discuss the following questions.1Who is the most successful person in the world in your opinion? Could you tell us something about him or her?2What qualities do you think successful people have in common?3What do you think fame can bring to people?▆Answers for reference:1Open.2Some hints:a)compassionate and concerned about the well-being of mankindb)committed to the cause they are pursuing and refusing to give up in the face of difficultiesc)modest about what they have achievedd)having team spirit3Some hints:The good side: publicity, honour, reputation, power, wealth, status and glamourThe bad side: burden, deprivation of freedom, privacy and even one’s identitySection B Quotes▇Study the following quotes about fame and success and discuss in pairs what you can learn from them.Benjamin Disraeli⊙The secret of success is constancy of purpose.— Benjamin DisraeliInterpretation:The key to success is that you have a goal and remain committed to it at all times.About Benjamin Disraeli (1804-1881): a British politician in the Conservative Party who was Prime Minister of the UK in 1868 and from 1874 to 1880. He also wrote several novels, including Sybil (《西比尔》).Francois-Marie Arouet Voltaire◎Fame is a heavy burden.— Francois-Marie Arouet V oltaireInterpretation:Enjoying fame is not always a good thing. It may hinder you from progressing further and it brings about troubles as well.About Francois-Marie Arouet Voltaire (1694-1778):a French writer and philosopher who was one of the leaders of the 18th-century Enlightenment (启蒙运动), and whose ideas influenced the French Revolution. He wrote essays on many subjects, and his best-known work is the satirical Candide (《老实人》) (1759).George Santayana◎The highest form of vanity is love of fame.—George SantayanaInterpretation:Vain and shallow people seek fame — they have no character.About George Santayana (1863-1952): an American philosopher, poet, literary and cultural critic. Bornin Spain, Santayana emigrated to the United States in 1872. A graduate of Harvard (1886), he taught in the Department of Philosophy, Harvard from 1889 until 1912. After resigning from Harvard he returned to Europe, eventually settling in Italy where he lived until his death. He was a principal figure in Classical American Philosophy.Henry Wadsworth Longfellow◎The talent of success is nothing more than doing well whatever you do without a thought of fame.—Henry Wadsworth Longfellow Interpretation:Some people think that being famous is everything —but in fact doing your very best in your own work without thinking about being famous is great in itself and it is the only key to success.About Henry Wadsworth Longfellow (1807-1882): a popular US poet who is known especially for his long poems about US legends. His best-known poems are The Song Of Hiawatha (《海华沙之歌》), The Courtship of Miles Standish (《迈尔斯·斯坦狄什的求婚》), Paul Revere’s Ride (《保罗·里维尔的夜奔》), and The Wreck of the Hesperus (《金星号遇难》).Thomas Edison◎Many of life’s failures are people who did not realize how close they were to su ccess when they gave up.—Thomas EdisonInterpretation:There are many people who could have been very successful today. Unfortunately, they gave up whenthey encountered failure. If they had kept on, they would have been very successful. To them, failureis the end of their struggle.About Thomas Edison(1847-1931): an American inventor. He profoundly influenced modern life through his inventions such as the light bulb, the phonograph, and the motion picture camera. Duringhis lifetime, he acquired 1,093 patents, and marketed many of his inventions to the public.Section C Watching and DiscussionFame is a 2009 American musical drama film and a loose remake of the 1980 film of the same title. The movie follows NYC talents attending the New York City High School of Performing Arts, where students get specialized training that often leads to success as actors, singers, etc.▇Watch the following video clip “Success Is N ot” and do the tasks that follow:1Fill in the missing information.1)Success is not ________. It’s not ________or ________.Answers: Success is not fame. It’s not money or power.2)Success is waking up in the morning excited about ________. It’s getting to work with ________.Success is connecting with ________and making people feel. It’s finding a way to bind together people who have nothing in common but ________. It’s falling asleep at night knowing ________.Answers: Success is waking up in the morning excited about what you have to do. It’s getting towork with people you love. Success is connecting with the world and making people feel. It’s findinga way to bind together people who have nothing in common but a dream. It’s falling asleep at nightknowing you did the best job you could.3)Success is ________and ________and ________. And success is ________.Answers: Success is joy and freedom and friendship. And success is love.2Discuss whether you accept the girl’s understanding of SUCCESS or not.Open.▇Script：There are some things success is not. It’s not fame. It’s not money or power. Success is waking up in the morning so excited about what you have to do that you literally fly out the door. It’s getting to work with people you love. Success is connecting with the w orld and making people feel. It’s finding a way to bind together people who have nothing in common but a dream. It’s falling asleep at night knowing you did the best job you could. Success is joy and freedom and friendship. And success is love.Part II Listen and RespondSection B Task One: Focusing on the Main Ideas▇Choose the best answer to each of the following questions according to the information contained in the listening passage.1What should young people do in order to be successful according to the speaker?A)They should have dreams, hopes and wishes.B)They should have the courage to write down their intentions.C)They should have clear goals in life and go after them.D)They should make a good choice in their career.2What should young people do to make clear their values according to the speaker?A)They should put health as their priority.B)They should put financial independence as their priority.C)They should make their life healthy and comfortable.D)They should make their goals consistent with their most important values.3What advice does the speaker give on writing down one’s goals?A)You should write down your goals every day.B)You should be specific and describe your goals in detail.C)You should have the courage to tell your friends your goals.D)You should read your goals to your friends every day.4What does the speaker mean by taking action?A)He means that people must jog every day to run a marathon.B)He means that people should have a loving marriage or happy children.C)He means that a loving marriage or happy children take too much time.D)He means that people’s daily actions must be consistent and persistent.5Which of the following is NOT recommended by the speaker as a step to successful goal-setting?A)Be financially independent.B)Write down the details of your goals.C)Decide what you want.D)Take action.▇Key:1 C2 D3 B4 D5 ASection C Task Two: Zooming In on the Details▇Listen to the recording again and fill in each of the blanks according to what you have heard.Successful people always have clear goals. Great musicians, great 1) ________, successful salespeople and 2) ________leaders know what they want in life, and they go after it. No one becomes successful by 3) ________!Too often, people choose goals that are inconsistent with their 4) ________and daily behavior. Do you value health, or comfort? Is financial 5) ________a priority, or merely a wish?Have the courage to put your 6) ________on paper and in your own words. Be 7) ________and describe your goals in detail.A loving 8) ________or happy kids require your time, your attention and your love every day. Your daily actions need not be profound or 9) ________, but they must be consistent and 10) ________.Just as an artist will make preliminary 11) ________and work out the details in his mind, so your success requires written goals, careful choices, clear 12) ________, and daily persistence.▇Answers:1) athletes 2) inspiring 3) accident 4) priorities 5) independence 6) intentions7) specific 8) marriage 9) extraordinary 10) persistent 11) sketches 12) commitments▇Script:Four Steps to Successful Goal-settingSuccessful people always have clear goals. Great musicians, great athletes, successful salespeople and inspiring leaders know what they want in life, and they go after it. No one becomes successful by accident!And yet, a lot of young people that I know just live their lives with no goals at all, or with only vague dreams, hopes and wishes. No wonder they have achieved so much less than they could!For those who have not yet experienced the joy of setting and achieving magnificent goals, here is a powerful set of principles that have worked for thousands of my clients. They will work for you, too. I call them “Four Steps to Successful Goal-Setting”:1.Decide what you want. Choose the life you prefer! You can’t have everything in life. But you canhave anything you choose if you will focus, pay the price, and pursue it with all your heart.2.Make clear your values. Too often, people choose goals that are inconsistent with their priorities anddaily behavior. Do you value health, or comfort? Is financial independence a priority, or merely awish? Make sure that your goals are consistent with your most important values.3.Write them down. Have the courage to put your intentions on paper and in your own words. Bespecific and describe your goals in detail. When will you achieve them? What will success look like?Write down the details and read your goals every day.4.Take action. To run a marathon, you must jog every day. A loving marriage or happy kids requireyour time, your attention and your love, every day. Your daily actions need not be profound orextraordinary, but they must be consistent and persistent.Success does not “just happen”. Just as an artist will make preliminary sketches and work out the details in his mind, so your success requires written goals, careful choices, clear commitments and daily persistence. You can do this. Make something great of your life!Part III Read and ExploreText ASection A Discovering the Main IdeasExercise 1 Answer the following questions with the information contained in Text A.1What is the main idea of the essay?2What is the author’s attitude towards fame?3What does an artist have to do to stay famous according to the author?4What excuses do people give to defend failures?5Why do people chase fame according to the author?6Can a person be famous and remain true to himself at the same time according to the author?▇Answers for reference:1In this essay, the author talks about the issue of fame. The main idea is that most people want fame because fame can bring them celebrity, high regard, admiration, etc. However, the author emphasizes that there are few people who can really capture fame and that fame is usually short-lived. Fame can affect and sometimes even destroy one’s life.2The author takes an objective attitude towards fame with an emphasis on its negative side. He believes that fame rewards one with money, power and popularity, but it may also enslave him and destroy his life. 3According to the author, to stay famous, an artist has to perform in the style that the public wants and enjoys, no matter how bored he is of performing in the same style year after year. Any attempt to change the style may result in the loss of his popularity among his fans.4To find excuses for the failures, people tend to claim that they are too sensitive, that they are not interested in money, that they are not interested in the power that fame brings and that they are not interested in the loss of privacy it demands, etc.5According to the author, people chase fame because they want to demonstrate excellence in some field; to gain the admiration and love of many others; to be the one everyone talks about; to show family and friends that they are more than their family and friends thought they were.6Probably not. According to the author, fame takes “the you out of you”, which means that once a person becomes famous, he must be what the public thinks he is, not what he really is or could be. Fame enslaves him with what the public wants, instead of helping him maintain and develop his own identity or his true self.Exercise 2 Text A can be divided into four parts with the paragraph number(s) of each part provided as follows. Write down the main idea of each part.Section B In-depth StudyWe may all desire to be famous and yearn for the publicity, wealth and power that accompany fame.Few of us, however, realize that fame also has its negative side and, sometimes, it may even destroy one’s life. Read the following text and you will get to know more about the adverse impact fame can have on one’s life.FameMelvin Howards1 Fame is very much like an animal chasing his own tail who, when he captures it, does not know what else to do but to continue chasing it. Fame and the publicity that accompanies it, force the famous person to participate in his or her own destruction. Ironic, isn’t it?2 Those who gain fame most often gain it as a result of possessing a single talent or skill: singing, dancing, painting, or writing, etc. The successful performer develops a style that gains some popularity, and it is this popularity that usually convinces the performer to continue performing in the same style, since that is what the public seems to want and to enjoy. But in time, the performer becomes bored singing the same songs in the same way year after year, or the painter becomes bored painting similar scenes or portraits, or the actor is tired of playing the same character repeatedly. The artist becomes the slave of his or her own success because of the public demands.If the artist attempts to change his or her style of writing or dancing or singing, etc., the audience may turn away and look to give the momentary fame to another and then, in time, to another, and so on and so on.3 Fame brings celebrity and high regard from loyal fans in each field. A performer can easily come to believe that he or she is as good as his or her press. But most people, most artists do not gain fame and fortune. What about those performers who fail, or anyone who fails? Curiously enough, failure often serves as its own reward for many people. It brings sympathy from others who are delighted not to be you, and it allows family and friends to lower their expectations of you so that you need not compete with those who have more talent and who succeed. And they find excuses and explanations for your inability to succeed and become famous: you are too sensitive, you are not interested in money, you are not interested in the power that fame brings and you are not interested in the loss of privacy it demands, etc. — all excuses, but comforting to those who fail and those who pretend not to notice the failure.4 History has sufficiently proven that some failure for some people at certain times in their lives does indeed motivate them to strive even harder to succeed and to continue believing in themselves. Thomas Wolfe, the American novelist, had his first novel Look Homeward, Angel rejected 39 times before it was finally published and launched his career and created his fame.Beethoven overcame his cruel and harsh father and grudging acceptance as a musician to become the greatest, most famous musician in the world, and Thomas Edison was thrown out of school in fourth grade, at about age 10, because he seemed to the teacher to be quite dull and ill-behaved. Many other cases may be found of people who failed and used the failure to motivate them to achieve, to succeed, and to become famous. But, unfortunately, for most people failure is the end of their struggle, not the beginning. There are few, if any, famous failures.5 Well then, why does anyone want fame? Do you? Do you want to be known to many people and admired by them? Do you want the money that usually comes with fame? Do you want the media to notice everything you do or say both in public and in private? In some areas it is very obvious that to be famous is to be the target of everyone who disagrees with you as well as of the media. Fame turns all the lights on and while it gives power and reputation, it takes the you out of you: you must be what the public thinks you are, not what you really are or could be. But why does anyone want fame? Several reasons come to mind: to demonstrate excellence in some field; to gain the admiration and love of many others; to be the one everyone talks about; to show family and friends you are more than they thought you were. Probably you can list some other reasons, but I think these are reasonably common.6 I say to those who desperately seek fame and fortune, celebrity: good luck. But what will you do when you have caught your tail, your success, your fame? Keep chasing it? If you do catch it, hang on for dear life. See you soon famous and almost famous!▇课文参考译文声誉梅尔文·霍华兹1 声誉极像一个追逐自己尾巴的动物，抓住了以后除继续穷追不舍外，再也不知道还能做什么。

A comparative study between English and Chinese syntaxDifferences between English and Chinese sentences can be seen from their sentence structures, order of sentences or clauses and contents of sentences.2.2.1 Sentence structuresIn translation from English into Chinese, structures of some English sentences have to be changed, but those of some other sentences don’t have to be changed. It is very important to deal correctly with the relationship between form and content. The changes in sentence structures in translation comprises the following 5 situations:A) A simple English sentence is changed into a complex Chinese sentence1)T he sight of the orphan always reminds me of her parents.一见到那孤儿，我就想到她的父母。

（英单→汉复，动宾关系）2)T he appearance of the book on the market caused a sensation.这本书在市场出现时，曾轰动一时。

（英单→汉复，主谓关系）3)T he sharp divergence of opinio n in the General Assembly makes it difficult to adopt ameaningful resolution.大会上（指联大）意见分歧很大，以致难以通过一项有实际意义的决定。

1IntroductionThis chapter introduces the concept of a game and encourages the reader to begin thinking about the formal analysis of strategic situations.The chapter contains a short history of game theory,followed by a description of“non-cooperative theory”(which the book emphasizes),a discussion of the notion of contract and the related use of“cooperative theory,”and comments on the science and art of applied theoretical work.The chapter explains that the word“game”should be associated with any well-defined strategic situation,not just adversarial contests.Finally,the format and style of the book are described.Lecture NotesThe non-administrative segment of afirst lecture in game theory may run as follows.•Definition of a strategic situation.•Examples(have students suggest some):chess,poker,and other parlor games;tennis,football,and other sports;firm competition,international trade,inter-national relations,firm/employee relations,and other standard economic exam-ples;biological competition;elections;and so on.•Competition and cooperation are both strategic topics.Game theory is a generalmethodology for studying strategic settings(which may have elements of bothcompetition and cooperation).•The elements of a formal game representation.•A few simple examples of the extensive form representation(point out the basiccomponents).Examples and Experiments1.Clap game.Ask the students to stand and then,if they comply,ask them toclap.(This is a silly game.)Show them how to diagram the strategic situationas an extensive form tree.The game starts with your decision about whether toask them to stand.If you ask them to stand,then they(modeled as one player)have to choose between standing and staying in their seats.If they stand,thenyou decide between saying nothing and asking them to clap.If you ask them toclap,then they have to decided whether to clap.Write the outcomes at terminalnodes in descriptive terms such as“professor happy,students confused.”Thenshow how these outcomes can be converted into payoffnumbers.13Instructors' Manual for Strategy:Copyright 2002, 2008 by Joel Watson1INTRODUCTION142.Auction the textbook.Many students will probably not have purchased thetextbook by thefirst class meeting.These students may be interested in pur-chasing the book from you,especially if they can get a good deal.However,quite a few students will not know the price of the book.Without announcingthe bookstore’s price,hold a sealed-bid,first-price auction(using real money).This is a common-value auction with incomplete information.The winning bidmay exceed the bookstore’s price,giving you an opportunity to talk about the“winner’s curse”and to establish a fund to pay students in future classroomexperiments.Instructors' Manual for Strategy:Copyright 2002, 2008 by Joel Watson2The Extensive FormThis chapter introduces the basic components of the extensive form in a non-technical way.Students who learn about the extensive form at the beginning of a course are much better able to grasp the concept of a strategy than are students who are taught the normal formfirst.Since strategy is perhaps the most important concept in game theory,a good understanding of this concept makes a dramatic difference in each student’s ability to progress.The chapter avoids the technical details of the extensive form representation in favor of emphasizing the basic components of games.The technical details are covered in Chapter14.Lecture NotesThe following may serve as an outline for a lecture.•Basic components of the extensive form:nodes,branches.Nodes are wherethings happen.Branches are individual actions taken by the players.•Example of a game tree.•Types of nodes:initial,terminal,decision.•Build trees by expanding,never converging back on themselves.At any placein a tree,you should always know exactly how you got there.Thus,the treesummarizes the strategic possibilities.•Player and action labels.Try not to use the same label for different places wheredecisions are made.•Information sets.Start by describing the tree as a diagram that an externalobserver creates to map out the possible sequences of decisions.Assume theexternal observer sees all of the players’actions.Then describe what it meansfor a player to not know what another player did.This is captured by dashedlines indicating that a player cannot distinguish between two or more nodes.•We assume that the players know the game tree,but that a given player maynot know where he is in the game when he must make any particular decision.•An information set is a place where a decision is made.•How to describe simultaneous moves.•Outcomes and how payoffnumbers represent preferences.15Instructors' Manual for Strategy:Copyright 2002, 2008 by Joel Watson2THE EXTENSIVE FORM16Examples and ExperimentsSeveral examples should be used to explain the components of an extensive form.In addition to some standard economic examples(such asfirm entry into an industry and entrant/incumbent competition),here are a few I routinely use:1.Three-card poker.In this game,there is a dealer(player1)and two potentialbetters(players2and3).There are three cards in the deck:a high card,amiddle card,and a low card.At the beginning of the game,the dealer looks atthe cards and gives one to each of the other players.Note that the dealer candecide which of the cards goes to player2and which of the cards goes to player3.(There is no move by Nature in this game.The book does not deal with movesof Nature until Part IV.You can discuss moves of Nature at this point,but itis not necessary.)Player2does not observe the card dealt to player3,nor doesplayer3observe the card dealt to player2.After the dealer’s move,player2observes his card and then decides whether to bet or to fold.After player2’sdecision,player3observes his own card and also whether player2folded orbet.Then player3must decide whether to fold or bet.After player3’s move,the game ends.Payoffs indicate that each player prefers winning to folding andfolding to losing.Assume the dealer is indifferent between all of the outcomes(or specify some other preference ordering).2.Let’s Make a Deal game.This is the three-door guessing game that was madefamous by Monty Hall and the television game show Let’s Make a Deal.Thegame is played by Monty(player1)and a contestant(player2),and it runs asfollows.First,Monty secretly places a prize(say,$1000)behind one of threedoors.Call the doors a,b,and c.(You might write Monty’s actionsas a ,b ,and c ,to differentiate them from those of the contestant.)Then,without observing Monty’s choice,the contestant selects oneof the doors(by saying“a,”“b,”or“c”).After this,Monty must open one of the doors,but he is not allowedto open the door that is in front of the prize,nor is he allowed to openthe door that the contestant selected.Note that Monty does not havea choice if the contestant chooses a different door than Monty chosefor the prize.The contestant observes which door Monty opens.Notethat she will see no prize behind this door.The contestant then has the option of switching to the other unopeneddoor(S for“switch”)or staying with the door she originally selected(D for“don’t switch”).Finally,the remaining doors are opened and the contestant wins theprize if it is behind the door she chose.The contestant obtains a Instructors' Manual for Strategy:Copyright 2002, 2008 by Joel Watson2THE EXTENSIVE FORM17 payoff1if she wins,zero otherwise.Monty is indifferent between allof the outcomes.For a bonus question,you can challenge the students to draw the extensive formrepresentation of the Let’s Make a Deal game or the Three-Card Poker game.Students who submit a correct extensive form can be given points for the classcompetition.The Let’s Make a Deal extensive form is pictured on the nextpage.Instructors' Manual for Strategy:Copyright 2002, 2008 by Joel Watson2THE EXTENSIVE FORM18Instructors' Manual for Strategy:Copyright 2002, 2008 by Joel Watson3Strategies and the Normal FormAs noted already,introducing the extensive form representation at the beginning ofa course helps the students appreciate the notion of a strategy.A student that doesnot understand the concept of a“complete contingent plan”will fail to grasp the sophisticated logic of dynamic rationality that is so critical to much of game theory.Chapter3starts with the formal definition of strategy,illustrated with some examples.The critical point is that strategies are more than just“plans.”A strategy prescribes an action at every information set,even those that would not be reached because of actions taken at other information sets.Chapter3proceeds to the construction of the normal-form representation,starting with the observation that each strategy profile leads to a single terminal node(an outcome)via a path through the tree.This leads to the definition of a payofffunction.The chapter then defines the normal form representation as comprising a set of players, strategy spaces for the players,and payofffunctions.The matrix form,for two-player,finite games,is illustrated.The chapter then briefly describes seven classic normal form games.The chapter concludes with a few comments on the comparison between the normal and extensive forms.Lecture NotesThe following may serve as an outline for a lecture.•Formal definition of strategy.•Examples of strategies.•Notation:strategy space S i,individual strategy s i∈S i.Example:S i={H,L}and s i=H.•Refer to Appendix A for more on sets.•Strategy profile:s∈S,where S=S1×S2×···×S n(product set).•Notation:i and−i,s=(s i,s−i).•Discuss howfinite and infinite strategy spaces can be described.•Why we need to keep track of a complete contingent plan:(1)It allows theanalysis of games from any information set,(2)it facilitates exploring how aplayer responds to his belief about what the other players will do,and(3)itprescribes a contingency plan if a player makes a mistake.•Describe how a strategy implies a path through the tree,leading to a terminalnode and payoffvector.•Examples of strategies and implied payoffs.19Instructors' Manual for Strategy:Copyright 2002, 2008 by Joel Watson3STRATEGIES AND THE NORMAL FORM20•Definition of payofffunction,u i:S→R,u i(s).Refer to Appendix A for moreon functions.•Example:a matrix representation of players,strategies,and payoffs.(Use anyabstract game,such as the centipede game.)•Formal definition of the normal form.•Note:The matrix representation is possible only for two-player,finite games.Otherwise,the game must be described by sets and equations.•The classic normal form games and some stories.Note the different strategicissues represented:conflict,competition,coordination,cooperation.•Comparing the normal and extensive forms(translating one to the other).Examples and Experiments1.Ultimatum-offer bargaining game.Have students give instructions to others asto how to play the game.Those who play the role of“responder”will have tospecify under what conditions to accept and under what conditions to reject theother player’s offer.This helps solidify that a strategy is a complete contingentplan.2.The centipede game(like the one in Figure3.1(b)if the textbook).As with thebargaining game,have some students write their strategies on paper and givethe strategies to other students,who will then play the game as their agents.Discuss mistakes as a reason for specifying a complete contingent plan.Thendiscuss how strategy specifications helps us develop a theory about why playersmake particular decisions(looking ahead to what they would do at variousinformation sets).3.Any of the classic normal forms.4.The Princess Bride poison scene.Show the“poison”scene(and the few minutesleading to it)from the Rob Reiner movie The Princess Bride.In this scene,protagonist Wesley matches wits with the evil Vizzini.There are two gobletsfilled with wine.Away from Vizzini’s view,Wesley puts poison into one ofthe goblets.Then Wesley sets the goblets on a table,one goblet near himselfand the other near Vizzini.Vizzini must choose from which goblet to drink.Wesley must drink from the other goblet.Several variations of this game can bediagrammed for the students,first in the extensive form and then in the normalform.Instructors' Manual for Strategy:Copyright 2002, 2008 by Joel Watson3STRATEGIES AND THE NORMAL FORM215.A3×3dominance-solvable game,such as the following.The payoffs are in dollars.It is very useful to have the students play a gamesuch as this before you lecture on dominance and best response.This will helpthem to begin thinking about rationality,and their behavior will serve as areference point for formal analysis.Have the students write their strategiesand their names on slips of paper.Collect the slips and randomly select aplayer1and a player2.Pay these two students according to their strategyprofile.Calculate the class distribution over the strategies,which you can lateruse when introducing dominance and iterated dominance.6.Repeated Prisoners’Dilemma.Describe the k-period,repeated prisoners’dilemma.For a bonus question,ask the students to compute the number of strategies forplayer1when k=3.Challenge the students tofind a mathematical expressionfor the number of strategies as a function of k.Instructors' Manual for Strategy:Copyright 2002, 2008 by Joel Watson4Beliefs,Mixed Strategies,and Expected PayoffsThis chapter describes how a belief that a player has about another player’s behavior is represented as a probability distribution.It then covers the idea of a mixed strat-egy,which is a similar probability distribution.The appropriate notation is defined.The chapter defines expected payoffand gives some examples of how to compute it.At the end of the chapter,there are a few comments about cardinal versus ordinal utility(although it is not put in this language)and about how payoffnumbers reflect preferences over uncertain outcomes.Risk preferences are discussed in Chapter25.Lecture NotesThe following may serve as an outline for a lecture.•Example of belief in words:“Player1might say‘I think player2is very likelyto play strategy L.’”•Translate into probability numbers.•Other examples of probabilities.•Notation:µj∈∆S j,µj(s j)∈[0,1], s j∈S jµj(s j)=1.•Examples and alternative ways of denoting a probability distribution:for S j={L,R}andµj∈∆{L,R}defined byµj(L)=1/3andµj(R)=2/3,we canwriteµj=(1/3,2/3).•Mixed strategy.Notation:σi∈∆S i.•Refer to Appendix A for more on probability distributions.•Definition of expected value.Definition of expected payoff.•Examples:computing expected payoffs.•Briefly discuss how payoffnumbers represent preferences over random outcomes,risk.Defer elaboration until later.22Instructors' Manual for Strategy:Copyright 2002, 2008 by Joel WatsonBELIEFS AND EXPECTED PAYOFFS23 Examples and Experiments1.Let’s Make a Deal game again.For the class competition,you can ask thefollowing two bonus questions:(a)Suppose that,at each of his information sets,Monty randomizes by choosing his actions with equal probability.Is it optimal for the contestant to select“switch”or“don’t switch”when she has this choice?Why?(b)Are there conditions(a strategy for Monty)under which it is optimal for the contestant to make the other choice?2.Randomization in sports.Many sports provide good examples of randomizedstrategies.Baseball pitchers may desire to randomize over their pitches,and batters may have probabilistic beliefs about which pitch will be thrown to them.Tennis serve and return play is another good example.11See Walker,M.,and Wooders J.“Minimax Play at Wimbledon,”American Economic Review 91(2001):1521-1538.Instructors' Manual for Strategy: An Introduction to Game Theory Copyright 2002, 2008 by Joel Watson For instructors only; do not distribute.。

Unit 1 Lecture Notes (for students)Words & Expressionsget by:be good enough but not very good; manage to live or do things in a satisfactory way- It is a little bit difficult for the old couple to get by on such a small pension.- 我父母靠很少的钱将就着把日子过了下去。

(=My parents managed to get by on a small amount of money.)- She never works but somehow she gets by.haul: vt.1. transport, as with a truck, cart, etc.- The farmers haul vegetables to the market on a truck every morning.- 救援队把药品和食物运到被淹的村庄。

(=The rescue team hauled medical supplies and food to the flooded villages.)2. pull or drag sth. with effort or force- A crane had to be used to haul the car out of the stream.- Rescue workers hauled passengers out of the crashed train.CF: haul, drag & pull这几个词都是动词，都有“拖”、“拉”、“拽”之意。

haul 指缓慢而费力地拖一极重之物，有时可表示很困难地拽。

例如：- Lorries haul heavy goods from factories to ports.(=大卡车把沉重的货物从工厂运到港口。

Business Research Methods , 13e Instructor’s ManualCopyright 2019 © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the AppendixTest Markets KEY TERMSKey terms are shown in bold, as they appear in the text, throughout the lecture notes.APPENDIX LECTURE NOTESTEST MARKETING• A test market is a controlled experiment conducted in a carefully chosenmarketplace (e.g., website, store, town, or other geographic location) to measure marketplace response and predict sales or profitability of a product.• The objective of a market test study is to:♦Help marketing managers introduce new products or services ♦Add products to existing lines ♦Identify concepts with potential ♦Relaunch enhanced versions of established brands. ♦ Testing the viability of a product, in order to reduce the risks of failure.• Complex experimental designs are often required to meet the controlled experimental conditions of test markets.♦ They also are used where control of extraneous variables is essential.• The successful introduction of new products is critical to a firm’s financial success. ♦Failures not only create significant losses for companies, but hurt the brand and company reputation.The failure rate for new products approaches ranges from 40 to 90 percent.–Product failure may be attributable to many factors, especially inadequate research.•Test-marketed products enjoy a significantly higher success rate.♦Managers can gauge the effectiveness of pricing, packaging, promotions, distribution channels, dealer response, advertising copy, media usage patterns,and other aspects of the marketing mix.♦Test markets also help managers evaluate improved versions of existing products and services.Test Market Selection•One of the primary advantages of a carefully conducted experiment is external validity or the ability to generalize to (and across) times, settings, or persons.•The location and characteristics of participants should be representative of the market in which the product will compete.♦This requires consideration of:–The product’s target competitive environment–Market size–Patterns of media coverage–Distribution channels–Product usage–Population size–Housing–Income–Lifestyle attributes–Age–Ethnic characteristics♦Not all cities are ideal for all market tests.–Kimberly-Clark’s Depend and Poise brand products for bladder control could not be adequately tested in a college town.–Cities that are overtested create problems for market selection because savvy participants’ prior experiences cause them to respond atypically.•Multiple locations are often required for optimal demographic balance.♦Sales may vary by region, necessitating test sites that have characteristics equivalent to those of the targeted national market.♦Several locations may also be required for experimental and control groups.•Media coverage and isolation are additional criteria for locating the test.♦The test location should adequately represent the planned promotion through print and broadcast coverage.♦Large metropolitan areas produce media spillover that may contaminate the test area.–Advertising is wasted as the media alerts distributors, retailers, and consumers in adjacent areas about the product.–Competitors are warned more quickly about testing activities and the test loses it competitive advantage.♦In 2002, Dairy Queen (DQ) Corp. began testing irradiated burgers at the Hutchinson and Spicer locations in Minnesota.–No quick-service restaurant chains provide irradiated burgers, although McDonald’s and Burger King also researched this option.–DQ originally focused information about the test at the store level, rather than with local media.–When the Minneapolis Star Tribune ran a story about the test, DQ had to inform all Minnesota store operators about the article, although all operatorshad known about the planned test.–The article created awareness for anti-irradiation activists and the potential for demonstrations—an unplanned consequence of the test market.–Relatively isolated communities are more desirable because their remoteness aids controlling critical promotional features of the test.♦The control of distribution affects test locations and types of test markets.–Cooperation from distributors is essential for market tests conducted by the product’s manufacturer.–The distributor should sell exclusively in the test market to avoid difficulties arising from out-of-market warehousing, shipping, and inventory control.–When distributors in the city are unavailable or uncooperative, a controlled test, where the research firm manages distribution, should be considered.Types of Test Markets•There are six major types of test markets:♦Standard♦Controlled♦Electronic♦Simulated♦Virtual♦Web-enabledStandard Test Market•The standard test market is a traditional test of a product and/or marketing mix variables on a limited geographic basis.♦It provides a real-world test for evaluating products and marketing programs on a smaller, less costly scale.♦The firm launching the product selects specific sales zones, test market cities, or regions that have characteristics comparable to those of the intended consumers.♦The firm performs the test through its existing distribution channels, using the same elements as used in a national rollout.♦Exhibit 9b-1 shows some U.S. cities commonly used as test markets. •Standard test markets benefit from using actual distribution channels and discovering the amount of trade support necessary to launch and sustain the product.♦High costs ($1 million typical, ranging up to $30 million) and long time (12 to 18 months for a go/no-go decision) are disadvantages.♦The loss of secrecy when the test exposes the concept to the competition further complicates the usefulness of traditional tests.•In March 2000, Shell Oil Co. test-marketed the first robotic gas pump that allows drivers to serve themselves without leaving their cars.♦The innovation, which uses a combination of robotics, sensors, and cameras to guide the fuel nozzl e into a vehicle’s gas tank, took eight years to develop.♦Its allows a parent to stay with children while pumping gas and enables a driver to avoid exposure to gas fumes or the risk of spillage, static fire, or even bad weather.♦Unfortunately, the product requires a coded computer chip containing vehicle information that must be placed on the windshield and a special, spring-loadedgas cap, which costs $20.♦The introduction could hardly have been more ill-timed. Just as gasoline prices began their upward advance and the end of winter removed the incentive forstaying behind the wheel, Shell planned to charge an extra $1 per fill-up.Controlled Test Markets•The term controlled test market refers to real-time forced distribution tests conducted by a specialty research supplier that guarantees distribution of the testproduct through outlets in selected cities.♦The test locations represent a proportion of the marketer’s total store sales volume.♦The research firm typically handles the retailer sell-in process and all distribution activities during the market test.♦The firm offers financial incentives to obtain shelf space from nationally prominent retailers and provides merchandising, inventory, pricing, and stockingcontrol.♦Using scanner-based, survey, and other data sources, the research service gathers sales, market share, and consumer demographics data, as well as information onfirst-year volumes.•Companies such as ACNielsen Market Decisions and Information Resources, Inc.give consumer packaged-goods (CPG) manufacturers the ability to evaluate salespotential while reducing the risks of new or relaunched products prior to a national rollout.♦Market Decisions, for example, has over 25 small to medium-size test markets available nationwide.♦Typically, consumers experience all the elements associated with the first-year marketing♦Manufacturers with a substantial commitment to a national rollout also have the opportunity to “fast-track” products during a condensed time period (three to sixmonths) before launch.•Controlled test markets cost less than traditional ones (although they may reach several million dollars per year).♦They reduce the likelihood of competitor monitoring and provide a streamlined distribution function through the sponsoring research firm.♦Drawbacks include the number of markets evaluated, the use of incentives—which distort trade cost estimates—and the evaluation of advertising.Electronic Test Markets•An electronic test market is a test system that combines store distribution services, consumer scanner panels, and household-level media delivery in specificallydesignated markets.♦Retailers and cable TV operators have cooperative arrangements with the research firm in these markets.♦Electronic test markets have the capability to measure marketing mix variables that drive trial and repeat purchases by demographic segment for both CPG andnon-CPG brands.♦Information Resources Inc. (IRI), for example, offers a service called BehaviorScan, which is also known as a split-cable test or single-source test.–This test combines scanner-based consumer panels with broadcasting systems.♦IRI uses a combination of Designated Market Area–level cut-ins on broadcast networks and local cable cut-ins to assess the effect of the advertising that thehousehold panel views.♦IRI and ACNielsen collect supermarket, drug-store, and mass merchandiser scanner data used in such systems.♦The BehaviorScan service makes use of these data with respondents who are then exposed to different commercials with various advertising weights.•IRI’s TV system operates as a within-market TV advertising testing service. The five BehaviorScan markets are:♦Eau Claire, Wisconsin♦Cedar Rapids, Iowa♦Midland, Texas♦Pittsfield, Massachusetts♦Grand Junction, Colorado–With populations of 75,000 to 215,000, they provide lower marketing support costs than other test markets and offer appropriate experimental controls overthe test conditions.–By assigning every local cable subscriber a cell, the service can indiscernibly deliver different TV commercials to each cell and evaluate the effect of theadvertising on the panelists’ purchasing behavior.–For a control, nonpanelist households in the cable cell are interviewed by telephone.•BehaviorScan tracks the actual purchases of a household panel through bar-coded products at the point of purchase.♦Participants show their identification card at a participating store and are also asked to “report purchases from non-participating retailers by using a handheldscanner at home.♦Computer programs link the household’s purchases with television viewing data to get a refined estimate (± 10 percent) of the product’s national sales potential in the first year.•Advantages and disadvantages of electronic test markets:♦Good quality of strategic information provided♦Participants may not be representativeSimulated Test Markets• A simulated test market (STM) occurs in a laboratory research setting designed to simulate a traditional shopping environ ment using a sample of the product’sconsumers.♦STMs do not occur in the marketplace, but are often considered a pretest before a full-scale market test.♦STMs are designed to determine consumer response to product initiatives in a compressed time period.♦ A computer model, containing assumptions of how the new product would sell, is augmented with data provided by the participants in the simulation.•STMs have common characteristics:♦Consumers are interviewed to ensure that they meet product usage and demographic criteria;♦They visit a research facility where they are exposed to the test product and may be shown commercials or print advertisements for target and competitive products;♦They shop in a simulated store environment (often resembling a supermarket aisle);♦Those not purchasing the product are offered free samples;♦Follow-up information is collected to assess product reactions and to estimate repurchase intentions; and♦Researchers combine the completed computer model with consumer reactions in order to forecast the likely trial purchase rates, sales volume, and adoptionbehavior.•When in-store variations are used, research suppliers select three to five cities representing the market where the product will be launched.♦They choose a mall with a high frequency of targeted consumers.♦In the mall, a simulated store in a vacant facility is stocked with products from the test category.♦Intercept interviews qualify participants for a 15-minute test during which participants view an assortment of print or television advertisements and areasked to recall salient features.♦Measures of new product awareness are obtained.♦With “dollars” provided by the research firm, participants may purchase the test product or any of the competing products.♦Advertising awareness, packaging, and adoption are assessed with a computer model, as in the laboratory setting.♦Purchasers may be offered additional opportunities to buy the product at a reduced price in the future.•STMs were widely adopted in the 1970s by global manufacturers as an alternative to standard test markets, which were more expensive, slower, and less protected.♦STM effectiveness will diminish in the next decade as the one-to-one marketing environment becomes more diverse.♦To obtain forecast accuracy at the individual level, STMs require individualized marketing plans to estimate different promotional and advertising factors for each person.•M/A/R/C Research, Inc., has what it calls its Assessor model with many features that address the deficiencies of previous STM forecasting models.♦Example: Instead of a comparison of consumer reactions to historical databases, individual consumer preferences and current experiences with existing brandshelp to define the fit for the new product environment.♦ A competitive context pertinent to each consumer’s unique set of alternatives plays a prominent role in new product assessment.–Important user segments (e.g., parent brand users, heavy users, or teenagers) are analyzed separately to capture distinct behaviors.♦According to M/A/R/C, the results of three different models (attitudinal preference models; a trial, repeat, depth-of-repeat model; and a behavioraldecision model) are merged to reduce the influence of bias.♦From an accuracy standpoint, over 90 percent of the validated Assessor forecasts are within 10 percent of the actual, in-market sales volume figures.–Realistically, plus or minus 10 percent is a level of precision that many firms are not willing to accept.•STMs offer several benefits.♦The cost ($50,000 to $150,000) is one-tenth of the cost of a traditional test market ♦Competitor exposure is minimized♦Time is reduced to six to eight months♦Modeling allows the evaluation of many marketing mix variables.•The inability to measure trade acceptance and its lack of broad-based consumer response are its drawbacks.Virtual Test Markets• A virtual test market uses a computer simulation and hardware to replicate the immersion of an interactive shopping experience in a three-dimensional environment.♦Realism is essential to the experience, as is the ability to explore (navigate in the virtual world) and manipulate the content in real time.♦In virtual test markets:–Participants move through a store and display area containing the product.–They handle the product by touching its image and examine it dimensionally with a rotation device to inspect labels, prices, usage instructions, andpackaging.–Purchases are made by placing the product in a shopping cart.–Data collected include time spent by product category, frequency and time with product manipulation, and order quantity and sequence, as well as videofeedback of participant behavior.•Virtual test markets are part of a family of virtual technology techniques dating back to the early 1990s.♦The term Virtual Shopping® was registered by Allison Research Technologies (ART) in the mid-90s.♦ART can create a detailed virtual environment (supermarket, bar/tavern, convenience store, drugstore, car dealership, and so forth) for participantinteraction.♦Consumers use a display interface to point out what products are appealing or what they might purchase.♦Products, in CPG and non-CPG categories, are arrayed just as in an actual store.♦Data analysis includes the current range of sophisticated research techniques and simulated test market methodologies.•Current visual and auditory environments are being augmented with other modes of sensory perception, such as touch, taste, and smell.• A hybrid market test that bridges virtual environments and Internet platforms begins to solve the difficult challenge of product design teams: concept selection.♦Reliance on expensive physical prototypes may be resolved with virtual prototypes.♦Virtual prototypes provide results comparable to those of physical ones, cost less to construct, and allow web researchers to explore more concepts.♦In some cases, however, computer renderings make prototypes look better in virtual reality and score lower in physical reality—specially when comparisonsare made with commercially available products.Web-Enabled Test Markets•Manufacturers have found an efficient way to test new products, refine old ones, survey customer attitudes, and build relationships.♦Web-enabled test markets are product tests using online distribution.♦They are primarily used by large CPG manufacturers that seek fast, cost-effective ways to estimate new product demand.♦Web test markets offer less control than traditional experimental design.♦Procter & Gamble test-marketed Dryel, a home dry-cleaning product, for more than three years on 150,000 households in a traditional fashion; tested the online market before its launch, taking less than a week and surveying about 100 people.o Procter & Gamble now conducts 40 percent of its 6,000 product tests online. It believes that the company’s annual research budget of $140million can be halved by shifting research projects to the Internet.•P&G launched Crest Whitestrips, a home tooth-bleaching kit, after an eight-month campaign offering the strips solely through the product’s dedicated website. Itcoordinated the launch with print and TV ad campaigns.。

A Bibliography of Papers in Lecture Notes in ComputerScience(1999),Part1of2Nelson H.F.BeebeCenter for Scientific ComputingUniversity of UtahDepartment of Mathematics,322INSCC155S1400E RM233Salt Lake City,UT84112-0090USATel:+18015815254FAX:+18015851640,+18015814148E-mail:beebe@(Internet)WWW URL:/~beebe/05January1999Version1.01Title word cross-reference 2[36].4[34].ABR[46,45].Accommodate[29]. Accountable[26].Adaptive[8]. Address[30].Algorithm[52,46]. Annotation[50].Applets[28]. Application[42,52,33].Applications[30,47,41,27]. Approaches[1].Architecture[36]. Arctic[6].Asynchronously[50].ATM[7,24].Audio[38].Aware[27]. Based[53,13,18,35,36,4,16,32,49,37].Behaviour[54].Better[14].Between[21]. Blocking[22].Browsing[47].Buffers[55]. Can[14].CC[48].CCS[32].CCS1MD[5].Challenges[12].Channels[17].ChaosLAN[20].Chaotic[20].Class[46,2].Classifying[37].Client[49,47].Client-Server[49].Close[21].Clustering[3].Coding[39,35,37]. Collaborative[26].Communication[13,5,21].Comparison[35].Complexity[46]. 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Object[43,51].Objectionable[37].ODP[43].ODP-Compliant[43].offs[19]. Optical[21].P[9].Packet[25].Pair[55].Partitioning[35].Path[18].Path-Based[18].Perceptually[38]. Performance[1,29,9,19].Perspective[25].Pivotal[51].Platform[31].PNSVS[42].Power[19]. Power/Performance[19].Prefetching[54].Preliminary[8]. Presentation[15].Project[33].REFERENCES3Protocol[28,30,47,45].QoS[43,42,25].QoS-Support[43]. Quality[1].Real[52].Real-Time[52]. Reconstruction[39].Reducing[55]. Reduction[23].Renegotiation[42]. Replicated[50].Representation[51]. Requirements[55].Reservation[24]. Resolution[30].Retrieval[38].RIP[24]. Routed[3].Router[9,8].Routers[12]. Routing[2,20].Scalable[35].Scheduling[52].Scheme[39].Secure[26].Server[48,49,47].ServerNet[10]. Servers[55].Service[50,1,44,46,32]. Shared[50,13].SIMD[5].Simulation[28].Single[55].Smoothed[7].Spatial[45].Speed[25]. Speeds[21].Standards[11].Storage[53,52].Stored[7].STREAMER[7].Structures[38].Study[41].Support[43,7].Switch[6,18]. Switch-Based[18].Switches[4]. 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