Unit 11(商务英语阅读教程1)

商务英语阅读教案【篇一：教案-商务英语阅读-unit 11-叶兴国】unit 11teaching objectives:1. to remember and use new words and expressions;2. to learn how businesses publicize their ideas of environmental protection;3. to learn how businesses help their consumers to lead a healthy lifestyle;4. to review and learn some knowledge about idioms;5. to deal with the language points in text a and text b.focuses:1. to learn how businesses publicize their ideas of environmental protection;2. to learn how businesses help their consumers to lead a healthy lifestyle.difficulties:how to help students understand and use english idioms.teaching time: 2 periods.teaching procedures:part i pre-reading questionsit can be used as lead-in questions. for students, they can discuss with each other and will have free answers. part ii extensive readingin this part, there are two texts and their relevant exercises. by reading the texts in limited time, teacher helps students understand the contents and the reading methods to build reading abilities gradually. text a succeeding as a “green” businessa. let the students look at 3 questions first and then read text a as quickly as they can for the first time to get find their answers;b. check the answers to the 3 questions first and then the answers to exercises i ii;e. read through the text and analyze the language points in the text:1. increasing numbers of businesses, both small and large, are jumping on the “green bandwagon”. 越来越多的企业，无论规模大小，都正一窝蜂地涌向“绿色浪潮”。

第11单元消费者管理行为的重要性本文介绍了消费者行为以及消费者行为对全世界企业生死攸关的作用。

世纪之交，理解消费者行为对于全世界企业的成功更加重要。

在本文中，我们定义了消费者行为的概念，确定了不同类型的消费者和消费角色，阐明了它们的领域。

本文也讨论了消费者行为对于企业目标实现的重要性。

并且讨论了如果企业采取以消费者为中心的战略，企业有哪些竞争优势。

消费者行为的概念消费者行为指那些能够导致支付、购买、使用商品和服务的决策行为的个人和企业消费者的心理、身体活动。

消费者行为的定义包括人们的各种活动和承担的不同角色。

图11—1阐释了消费者行为的不同方面，它们超出了营销人员对消费者行为的传统定义。

图11—1 消费者的类型、角色和行为消费者类型通常，消费者指对营销人员或厂商完成交易起一定作用的个人或组织。

企业消费者可能以家庭成员或公司代表的身份进行交易。

所以，我们说的消费者的定义包括了家庭和企业市场的消费者行为。

传统观点认为，消费者（consumer）仅仅指消费品市场，而产业市场的顾客叫做顾客（customer）。

在本文中，我们把两个市场的顾客都叫做“customer”。

实际上，教科书中比实际应用中更多地出现“consumer”这个词，其意指消费品市场。

例如，零售店把它们的老主顾叫做“顾客”,而不叫做“消费者”。

公共事业公司（煤气公司、电力公司以及电信公司）、金融机构（银行、信用卡发行公司等）、服务性质公司（草坪维修、缝纫、干洗等），甚至包括个人服务提供机构（如算命人、按摩师、从事打眼文身等服务的小店等）都是这样称呼。

个人服务提供机构是指把消费品市场的个人作为服务对象的机构（如律师事务所、房地产公司以及纳税顾问），或者从他们承担的具体角色来说（医生称其顾客为病人，教育者称其顾客为学生，募捐者称其顾客为募捐人等等）。

只有那些不与产品最终使用者打交道的那些生产商称其顾客为“消费者”（如宝洁公司、强生公司、卡夫食品公司、通用食品公司等将产品的最终使用者称为“消费者”）。

Unit 11 ChangePart I Business VocabularyDirections: There are 20 incomplete sentences in this part. For each sentence there are four choices marked A, B, C and D. Choose the ONE that best completes the sentence. Then mark the corresponding letter on the Answer Sheet with a single line through the center. This part totals 20 points, one point for each sentence.1 We have received the documents and taken _____D______ of the above orderwhich arrived at Sydney on the . “Vanguard”.A shipmentB consignmentC lotD delivery2 ______C_______ checking the goods we found that only 450 cases of ChineseBlack Tea were shipped.A AtB ForC OnD About3 This is the third time during the year ______D_____ you have short-shippedone of our orders.A whichB whatC whenD that4 It was found ____A_____ the error was due to a slip-up in our supply department.A thatB whichC whereD when5 We greatly regret the inconvenience this has caused ______D_____ you.A forB atC onD to6 We can _____B______ you that every effort will be made to ensure thatsimilar errors do not occur again.A ensureB assureC sureD insure7 We would refer _____C______ your consignment of raincoats under theabove order, which arrived here this morning.A atB forC toD from8 Upon examination, we found the goods are correct and _____B_____ goodcondition except Carton .,A atB inC onD under9 We can only assume that an oversight has been made in making______D______ the order.A downB outC forD up10 Therefore, we would like you to send us replacements ______C_____ delay.A withB noC withoutD outside11 Please also let us know what we are to do with this carton now_______B______ our possession.A atB inC forD of12 Thank you for your letter of March 28, informing us _______C______ thewrong delivery of raincoats.A atB withC ofD on13 We must apologize for this error, which resulted _______C______ carelessnessin our packing department.A inB atC fromD for14 We are now confirming that the replacements are indeed ______C______their way to you.A atB inC onD under15 We would appreciate it if you could return the carton _____C_____ question to us.A out ofB outsideC inD for16 We would suggest that you file a claim ______D______ the insurance agent ofthe PICC at your end.A forB atC inD against17 Therefore, the damages must have occurred in transit and we should not beheld ______B_____.A lyingB liableC liedD liability18 The above order was shipped _____C______, which was evidenced by theclean on board B/L.A clearB clearlyC cleanD cleanly19 Besides, the arbitral award is final and binding ______D_______ both parties.A atB forC toD on20 If parties to a contract desire to settle disputes, an arbitration clause is usuallymade in the contract well before a dispute _______B______ .A risesB arisesC lookD appear Part II Phrase TranslationDirections: Directions: There are 20 Chinese phrases in this part. You are required to translate them into English and write down your translation on the Answer Sheet. This part totals 20 points, one point for each phrase.1 个性冲突personality clash2 年度健康检查an annual health check-up3 首席执行官Chief Executive Officer4 首席财务官Chief Financial Officer5 营销部marketing department6 不合作态度uncooperative attitude7 管理顾问management consultant8 任何其他议题any other business9 办公桌轮用hot-desking10 开放式办公室open plan office11 奖金方案bonus scheme12 总部head office13 商业杂志business magazine14 净利润net profit15 毛利润gross profit16 公司简介company profile17 家用电器white goods18 员工士气staff morale19 员工流动率staff turnover20 管理风格management stylePart III Sentence TranslationDirections: There are 10 sentences in this part. You are required to translate them into Chinese and write down your translation on the Answer Sheet. This part totals 20 points, two points for each sentence.1.We want to be a company that is constantly renewing itself, leaving the pastbehind, adapting to change.我们希望成为一家不断自我更新，超越过去，适应变化的公司。

参考译文Unit 1 参考译文国际商务的范围国际商务是指任何类型的跨国商务活动。

它可以分为4种类型: 对外贸易、服务贸易、有价证券投资和直接投资。

在对外贸易中，国与国之间从事有形货物或商品的进出口业务。

进出口贸易构成了世界上大多数国家最基本的国际商务活动。

除货物和商品进出口贸易外,国家之间还进行服务贸易，如保险、金融、饭店、咨询、旅游及运输。

跨国公司就因在别国提供服务而得到报酬。

国际有价证券投资指在别国进行的金融投资。

投资者购买企业股票和长期债券，无非是为了谋求投资回报。

有价证券投资者的目标不是控制一个企业，他们随时可按市场行情兑现他们所投的资金。

海外直接投资是指在国外建厂或建立销售网络。

投资者可购买外国公司现有的全部或部分资产，以控制或部分控制该公司的销售、生产、科研和发展。

从历史的角度来看，国际商务并非新鲜事物。

它已有上千年的历史，尽管其形式、方法及重要性在不断演变。

在古代，希腊人就在地中海地区从事贸易活动。

在历史的长河中，随着复杂的商务技巧不断出现，商业持续不断的发展，从而促进了货物、资源、资金在国家间的流动。

工业革命提供了大规模生产方法和大规模市场，从而进一步促进了国际商务的发展。

随着工业化水平的提高，对供给、原料、劳动力和运输的需求也日益增大。

20 世纪以来，事实证明，广泛的商务关系覆盖全球。

由于商务实体越来越认识到它们的市场是全球性的，而不仅仅在国内，所以产品、资本和人员比以往任何时候都更紧密地联系在一起。

随着商务活动的范围跨出国界，银行和金融机构接踵而至，以满足商务活动为世界性的投资和经营所需要的资金。

金融市场之间的联系也变得非常纷繁复杂。

美国股市的走向和变化会直接影响到世界上其他地区的产权投资市场。

如今，只有目光短浅的商人才会相信，一个企业在本国市场范围内完全可以实现发展和繁荣。

国内商界起码必须认识到市场竞争的国际根源，因为竞争的根源一直存在，并且日益成为国内商界的威胁。

在世界市场和经济的动态中，这些变化的根源就是世界范围寻求的国际商务活动。