新視野商務(wù)英語（下）

前言

　　《新視野商務(wù)英語（下）》是一門針對經(jīng)濟(jì)類專業(yè)大學(xué)生和商界人士的中高級綜合課程。它為人們理解當(dāng)代商務(wù)活動(dòng)中的關(guān)鍵領(lǐng)域提供了真實(shí)的環(huán)境，同時(shí)使學(xué)生通過一系列形式多樣、充滿挑戰(zhàn)的相關(guān)練習(xí)提高他們的語言技能。為確保本書的內(nèi)容貼近現(xiàn)實(shí)，每一單元都是與國際知名公司或機(jī)構(gòu)通力協(xié)作進(jìn)行編寫的。本課程符合商務(wù)學(xué)習(xí)課程教學(xué)大綱和課程設(shè)置的要求，是參加國際商務(wù)英語考試的理想準(zhǔn)備用書。　　教師用書　　關(guān)鍵詞匯（Key vocabulary）　　這是一個(gè)簡短的介紹性部分，目的是使學(xué)生熟悉本單元的主題，并對核心單詞加以解釋。關(guān)鍵詞或帶有相應(yīng)的釋義，或通過上下文可以輕易推斷出其含義。　　主題可以口頭向?qū)W生傳達(dá)，也可以要求學(xué)生說出他們已經(jīng)知道的相關(guān)單詞。尤其是對于大班來說，可以要求學(xué)生對本部分進(jìn)行預(yù)習(xí)。對于本部分重點(diǎn)強(qiáng)調(diào)的單詞，可以通過把它們寫在黑板上的方法來引起學(xué)生的注意。在進(jìn)行本單元的其他內(nèi)容之前，要檢查學(xué)生對這些單詞的理解情況。對于本書68-75頁上提供的關(guān)鍵詞匯練習(xí)，可以給學(xué)生相關(guān)的復(fù)印材料進(jìn)行練習(xí)，也可在一個(gè)單元即將結(jié)束時(shí)使用，以保證進(jìn)行下一單元之前，學(xué)生掌握了最重要的詞匯?！　∫龑?dǎo)（Lead-in）　　引導(dǎo)部分鼓勵(lì)學(xué)生對單元主題進(jìn)行思考。可以采取不同的形式，從聽力練習(xí)到談話演講，這些活動(dòng)可通過小組工作或討論的形式來進(jìn)行，鼓勵(lì)學(xué)生講出他們的有關(guān)經(jīng)歷或者已經(jīng)了解的知識(shí)。教師用書提供了關(guān)于如何使用這些材料的具體方法。　　閱讀（Reading）　　書中閱讀部分都取自英國、愛爾蘭或美國的報(bào)紙、商業(yè)出版物或公司宣傳材料。其中一些材料提供了對單元主旨的概括和見解，而另外一些材料的入選則是因?yàn)樗鼈儚莫?dú)特的視角出發(fā)表達(dá)了對人物或事件的看法。這些閱讀材料長短不一，難度各異，既可以在課堂上使用，也可以提前進(jìn)行準(zhǔn)備。通過相應(yīng)的練習(xí)題.可以檢驗(yàn)學(xué)生的理解程度，練習(xí)包括判斷正誤、選擇題測試和填網(wǎng)絡(luò)表格題?！　≡~匯（Vocabulary）　　在閱讀材料之后會(huì)有兩三道詞匯練習(xí)題，前一、兩道用來測試學(xué)生對閱讀材料中與主題相關(guān)詞匯的理解，通過包括定義連線題、尋找同義詞或反義詞、構(gòu)詞和縱橫字謎在內(nèi)的多種形式來進(jìn)行。最后一種練習(xí)是在不同的上下文中使用這些詞匯，通過練習(xí)證明學(xué)生能夠使用這些新詞語。鼓勵(lì)學(xué)生使用英英詞典?！　∮懻摚―icussion）　　所有單元都有鼓勵(lì)討論的活動(dòng)，其中包含一些特殊的討論部分，鼓勵(lì)全班作為一個(gè)整體去學(xué)習(xí)表達(dá)與閱讀材料主題相關(guān)的看法和意見。在一些單元中，會(huì)有一系列激發(fā)學(xué)生討論的問題，而其它單元?jiǎng)t會(huì)要求學(xué)生對文檔、信息或案例發(fā)表評論。　　語言重點(diǎn)（Language focus）　　《新視野商務(wù)英語（下）》含有標(biāo)準(zhǔn)語法結(jié)構(gòu)綱要，中高級學(xué)生應(yīng)該已經(jīng)掌握，但是需要在練習(xí)中經(jīng)常進(jìn)行溫習(xí)。語言重點(diǎn)部分涉及到一種或多種語法結(jié)構(gòu)，并鼓勵(lì)學(xué)生在商務(wù)環(huán)境中思考這些語法要點(diǎn)。練習(xí)部分使學(xué)生能夠鞏固他們的知識(shí)。對這些語法結(jié)構(gòu)的全面解釋安排在學(xué)生用書后面的語法參考部分。某些單元中的附加練習(xí)題側(cè)重于以前閱讀材料中出現(xiàn)的特定語法問題。所有示例均基于取自不同渠道的實(shí)際信息，可以提高學(xué)生對單元整體主題的理解。語法練習(xí)也可以布置為課后作業(yè)，然后在課堂上加以更正。

內(nèi)容概要

《新視野商務(wù)英語》根據(jù)語言難度分為上、下兩冊，每冊分別由學(xué)生用書、教師用書和練習(xí)冊三部分組成。   《新視野商務(wù)英語（下）》適用于中、高級英語水平的商務(wù)專業(yè)學(xué)生及商界人士。既可獨(dú)立使用，也可作為《新視野商務(wù)英語（上）》的高級教程使用。掌握這套教材中的基本語言和商務(wù)技能，將有助于您順利通過BEC 、LCCI和TOEIC等國際商務(wù)英語考試。		   《新視野商務(wù)英語（下）》以交際教學(xué)法為原則，提供了系統(tǒng)的語言規(guī)則和真實(shí)案例，能切實(shí)幫助學(xué)生提高在商務(wù)活動(dòng)中的實(shí)戰(zhàn)能力和技巧。內(nèi)容特色：提供商務(wù)英語模擬試題；每單元均提供教案和背景知識(shí)；提供錄音腳本和練習(xí)答案；

書籍目錄

學(xué)生用書目錄前言1、公司結(jié)構(gòu)2、招聘3、零售業(yè)4、特許經(jīng)營5、國際商業(yè)風(fēng)格復(fù)習(xí)1答案6、銀行業(yè)7、商業(yè)與環(huán)境8、股票市場9、進(jìn)出口10、公司業(yè)績復(fù)習(xí)2答案11、設(shè)立企業(yè)12、公司聯(lián)合與收購13、市場營銷14、產(chǎn)品與公司廣告15、商業(yè)媒體復(fù)習(xí)3答案可復(fù)印資料測驗(yàn)  診斷性測驗(yàn)  期中測驗(yàn)  期末測驗(yàn)可復(fù)印資料答案

章節(jié)摘錄

　　Unit 14 Product and Corporate Advertising　　Key vocabulary　　Illustrate the key vocabulary with examples of both product and corporate advertising. Show students examples of product advertisements in magazines and elicit the word advertisement from them. Explain that we say an advertisement and not an advertising. Ensure that students understand the difference in meaning and pronunciation of the words advertise, advertiser, advertising and advertisement.　　You may wish to use the photocopiable vocabulary exercise on page 74 to check that students understand the crucial terms.　　To illustrate corporate advertising, you could use either a job offer which gives information about the company and their policies or a similar one to the BP corporate advertisement on page 143 of the Students Book. Ask students to think of methods of communication companies use to make their policy and attitudes known to the public. These can include company websites, annual reports, newspaper articles and sponsorship of international or local sport and cultural events. Explain that these are designed to generate positive publicity about the company. If students have problems understanding the difference between publicity and advertising, point out that some publicity can be negative as we cannot always control what people will say or write about a company （although some consider that all publicity is good publicity, and you may want to mention Benettons advertising campaign briefly at this stage--using controversial images which deliberately draw a great deal of public criticism. An example of a major company destroyed by bad publicity in the UK is Ratners, the high street jewellery chain--its founder spoke openly about the poor quality of its cheaper products and the company collapsed as a result of the backlash）. Give an example of negative publicity such as if a Boeing plane crashes, the companys name will be headline news in every newspaper and news programme. Advertising is ordered and paid for by a company and its aim is always to increase sales by creating positive attitudes towards the products being advertised.　　Lead-in　　1 The purpose of this section is to get students to think about different advertising media. Groups can brainstorm ways that companies advertise their products and services. These include a wide variety of print, broadcast media （TV, radio and the cinema）, outdoor advertising （posters, hoardings [billboards], displays of logos at stadiums and on clothes, and skywriting）, transportation advertising （racing cars, and signs on public transport vehicles and stations）, point of sale advertising （window displays, product demonstrations and stands in supermarkets）, websites and sales through e-commerce, and other printed media （carrier bags, calendars, matchbooks, pens, etc.）. Gather together the various ideas on the board.　　2 Use this discussion activity to encourage students to think about the latest trends in advertising such as free advertisements from Internet providers and virtual advertising. Encourage them to talk about their favourite ads and advertising methods. Discuss whether they find the four methods mentioned appealing or not. Ask them to think about other innovative ways to advertise such as small screens at petrol pumps at filling stations.　　3 These activities are designed to have fun with slogans. You may want to display various slogans and ask students to discuss and select the best. It might be fun to ask students to translate some of them into their own languages and discuss the results. They will no doubt discover the difficulties in translating humour and word-plays, so often found in slogans.　　1 The examples in the text are taken from the Internet and should provoke a discussion on the problems of international or global advertising. Ask students to read the examples and say how they would react to products bearing these slogans.　　2 Students now work in groups to translate popular slogans in their language into English. They may also wish to invent new slogans in English for products. To help them, it might be productive to circulate magazines or suggest topic areas such as chocolates, beer, sportswear, perfume and shampoo.　　4 This discussion task is designed to get students to talk about provocative and sometimes offensive advertising. As a preparation for the reading text, it may also be useful to ask them if they think this example from Benetton has the same affect on all age groups, or whether certain generations find it more acceptable than others, and why. You may want to include another example such as French Connections use of FCUK on casual clothes and hoardings in Britain aimed at their young adult market.

編輯推薦

　　提供商務(wù)英語模擬試題；　　每單元均提供教案和背景知識(shí)；　　提供錄音腳本和練習(xí)答案；

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