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UNIT 7 Doctor-patient Relationship Teaching ObjectivesAfter learning Unit 7, Ss are expected to accomplish the following objectives:Professio nal knowledg eTo have deep insights into the shift from paternalistic paradigmtopatient-centered paradigm in medical decision-makingTo be aware of the importance of a good doctor-patientrelationship in both the medical practice and thepatient’s recoveryTo have a clear understanding of what counts in maintaininganamicable doctor-patient relationshipTo learn how to communicate properly and effectively with the patientTo be well acquainted with such concepts as paternalistic approach and patient-centered or autonomous approach to medical decision-makingTo know how to shift from a paternalistic decision-making process to a patient-centered oneReading To understand the patient’s attitude toward patientempowerment/ autonomy and its role in doctor-patient relationshipTo be aware of the power of words when communicating withtheTeaching Activities and ResourcesPart 1 ReadingText ALead-inSuggested teaching plan1. Doctor-patient relationship is among the most controversial focuses and mostwidely talked about in medical and healthcare communities. It is a determinant factor of quality care. On the part of language, words are sometimes value-laden and possess magic power. The same relationship can be differently connoted by using different terms. Before starting the class, it is advisable to know the implications of these terms: doctor, physician, medical practitioner, provider and patient, client, customer.Doctor: referring to a “teacher ” to show, to teach, or to appear right, and carryinga connotation of being seemly fitting and decentPhysician: denoting a practitioner of the art of healingMedical practitioner: a technique term without much connotationProvider: a generic term more or less related to businessPatient: indicating a suffering or sick person under medical treatmentClient: referring to a person who is willing to pay for goods or servicesCustomer: denoting one who buys goods or servicesAwareness of the subtleties as incurred by the use of the different terms to indicate the doctor-patient relationship will contribute to a better understanding of the characteristics of an amicable and ideal doctor-patient relationship.2. Lead Ss to do Task / Lead-in .1) Ask Ss to think of at least three different situations where doctors may beasked to make “tough decisions ” for their patient s.Decide whether life-support system should be continued or withdrawn.Decide whether euthanasia should be taken into consideration.Decide whether a new therapy should be tried.Decide whether surgery should be the first choice or the last resort.Decide whether transfer or referral is needed.2) Have a quick check and a short discussion on what Ss have come up with.3. Make a summary on the discussion and introduce the topic of Text A.Text ComprehensionSuggested teaching plan1. Launch the topic of the text as a continuum of Lead-in.2. Analyze the text and lead Ss to discuss, integrating Task 2 / Critical readingand thinking / Text A into analysis and discussion. The presentation topics should be assigned to individual Ss for preparation at least one week in advance.Ask other Ss to preview the text with the guidance of the presentation topics.3. Lead Ss to do Task 2 / Language building-up / Text A after a discussion of thetext.4. When analyzing the text, ask Ss to pay special attention to the sentences listed inLanguage focus below.5. If time allows, ask Ss to do Task 1 / Critical reading and thinking / Text A inabout five minutes. Check out the task by asking one or two Ss to read their answers. This is done to get an overview about the text.Language focus1. He was large and powerfully built…miraculously shrinking down to theireye level whenever he spoke with them. (P164, Para. 1)句子运用了对比的手法(large and powerfully built / shrink down to their eye level)，有利于加强文章的艺术效果和感染力。
《学术英语（管理）》Unit6《学术英语（管理）》Unit 6 TextA《消费行为(consumer behavior)影响因素(influencer影响因素)》1消费行为研究的是人们做事情的原因。
我们越能明白消费者行为的那些理智的(rational 理智的)、情绪的和经常潜意识的(subconscious潜意识的)原因，我们就越能创造出有效的市场营销活动(marketing compaign)。
2那些好的营销总是能让人们做我们想要他们做的事情吗？不。
但它能以最可能的方式(in a…light 从…的角度；以…的方式)呈现我们品牌的故事。
为了做这件事，重要的是了解什么是消费者想要的，他们怎样做的决定，为什们他们会选择他们要的那个品牌以及我们应该怎样和在哪里和他们交谈。
3在一个杂货店里花费一个小时去观察别人购物，你会看见各种各样不同类型的购物者。
一些人会注重他们的任务并努力去填满一张具体的货物清单。
有些人会慢慢地比较并排的产品，决定着沿路下来什么是他们想要的。
一些人注重通过促销、优惠券(coupons 优惠券)、交易卷(volume['v?lju?m]卷)获得最好的交易。
还有一些人一直徘徊在通道中，寻找着他们应该为周末准备什么的灵感。
4了解消费者做什么是很有趣的，但只是我们一半的工作。
真正重要的是了解他们为什么要这样做。
一旦你明白为什么，你就可以开始预测行为和运用在市场上，那意味着销售。
5消费者行为有两个影响因素值得我们注意：环境和文化。
*环境和消费者行为6我们会受到我们周围每个人每样东西的影响，如朋友、家人、广告、潮流、名人(celebrity 名人)、价格、过去的经历、地位和认知地位等。
所有这些因素组成了我们生存的环境。
7当第二天你坐下来吃早餐时，你倒给你自己一大杯新鲜的冷冻的牛奶。
你觉得有人会陌生奇怪地看着你吗？然后你去一个热闹的新夜店点一杯牛奶。
你发现有什么不同了吗？环境指示你饮料选择的适当性(appropriateness)。
