新編商務(wù)英語綜合教程·教師用書(第1冊(cè))

出版時(shí)間:2009-11  出版社:清華大學(xué)出版社有限公司  作者:謝丹焰 編  頁數(shù):284  

前言

  《新編商務(wù)英語綜合教程》是針對(duì)高等院校經(jīng)貿(mào)和商務(wù)英語專業(yè)的學(xué)生、具有相應(yīng)英語水平的商務(wù)工作者及英語愛好者編寫的基礎(chǔ)課系列教材之一。本教程突破了傳統(tǒng)的教材模式,綜合考慮了高等院校經(jīng)貿(mào)和商務(wù)英語專業(yè)學(xué)生的特點(diǎn),以專業(yè)英語(ESP)的教學(xué)原則為指導(dǎo),以現(xiàn)代外語教育對(duì)教材的意義和功能的更新理念為依托,力求以人為本,以任務(wù)為路徑,以交際為目的,將商務(wù)英語技能的培養(yǎng)和相關(guān)學(xué)科專業(yè)知識(shí)的學(xué)習(xí)科學(xué)地結(jié)合起來,使學(xué)生在學(xué)習(xí)和掌握商務(wù)類專業(yè)基礎(chǔ)知識(shí)的同時(shí),深化英語學(xué)習(xí),提高語用能力?! 榱诉m應(yīng)商務(wù)英語教學(xué),緊扣時(shí)代脈搏,滿足社會(huì)需要的發(fā)展趨勢(shì),本教程的編寫人員在聽取、匯總來自語言教學(xué)專家、商務(wù)專業(yè)人士和教學(xué)一線的廣大師生的意見和建議的基礎(chǔ)上,結(jié)合國外相關(guān)教學(xué)領(lǐng)域最新的研究成果,在內(nèi)容的編排、材料的選擇、題型的設(shè)計(jì)和結(jié)構(gòu)的完善等方面進(jìn)行了大量的創(chuàng)新性探索?! ”窘坛淘诰帉懮现饕w現(xiàn)了以下特點(diǎn)?! ?.豐富性。本教程課文精選自世界著名商務(wù)英語報(bào)刊、雜志、網(wǎng)站及學(xué)術(shù)刊物,內(nèi)容涵蓋當(dāng)今國際經(jīng)濟(jì)貿(mào)易和商務(wù)的各個(gè)重要領(lǐng)域,如商業(yè)文化、企業(yè)管理、經(jīng)濟(jì)全球化、信息技術(shù)、市場(chǎng)競(jìng)爭(zhēng)、國際營(yíng)銷和國際金融等。選材還充分考慮了文章內(nèi)容所涉及的區(qū)域性,包括世界經(jīng)濟(jì)中最具代表性的國家、區(qū)域和經(jīng)濟(jì)體。另外,選材也特別注重內(nèi)容的時(shí)效性、典型性、專業(yè)性和語言質(zhì)量,以最新、最典型的商務(wù)語言傳遞最新的國際商務(wù)信息?! ?.多樣性。本教程的編寫兼顧了社會(huì)需求、專業(yè)培養(yǎng)目標(biāo)、學(xué)生的認(rèn)知程度和語言技能,在口語、閱讀、詞匯、翻譯和寫作幾個(gè)方面均精心設(shè)計(jì)了形式各異的練習(xí)。每單元提供主、副兩篇課文,練習(xí)包括與課文相關(guān)的閱讀理解及圍繞重點(diǎn)詞匯和詞組的詞匯練習(xí)及翻譯練習(xí)等。結(jié)合單元商務(wù)主題設(shè)計(jì)的口語活動(dòng)包括雙人討論、角色扮演、小組討論、大組匯報(bào)、模擬活動(dòng)、班級(jí)辯論和個(gè)案討論等課堂活動(dòng)及相應(yīng)的書面練習(xí)。此外,還設(shè)計(jì)了包括商務(wù)詞匯、實(shí)用閱讀、翻譯技巧和寫作策略幾個(gè)模塊的擴(kuò)展練習(xí),以便教師根據(jù)實(shí)際需要,有選擇地組織課堂教學(xué)?! ?.實(shí)用性。本教程的編寫注重以點(diǎn)帶面,側(cè)重實(shí)用。每單元重點(diǎn)討論、分析一個(gè)專題。通過大量來自公共媒體、公共場(chǎng)所、某些企業(yè)、公司及因特網(wǎng)的數(shù)據(jù)、圖表和案例等真實(shí)的語料,結(jié)合商務(wù)活動(dòng)諸多層面中遇到的具體語境,為學(xué)生提供真實(shí)的語言輸入與輸出環(huán)境,激發(fā)其想像力和發(fā)散性、創(chuàng)造性思維,真切地掌握英語語言基礎(chǔ)知識(shí),同時(shí)熟悉商務(wù)實(shí)踐的技能、策略及相關(guān)的現(xiàn)實(shí)商務(wù)活動(dòng)的真實(shí)場(chǎng)景。

內(nèi)容概要

《新編商務(wù)英語綜合教程》是“高等學(xué)校商務(wù)英語系列教材”之一。本書為第1冊(cè)的教師用書,共10個(gè)單元,主要內(nèi)容包括單元教學(xué)目標(biāo)、背景知識(shí)、語言點(diǎn)講解及課后練習(xí)答案。    本教程選材新穎,內(nèi)容豐富,專業(yè)面廣,實(shí)用性強(qiáng),可供高等院校經(jīng)貿(mào)和商務(wù)英語專業(yè)的學(xué)生、具有相應(yīng)英語水平的商務(wù)工作者及英語愛好者學(xué)習(xí)使用。

書籍目錄

Unit 1 Business Etiquette  Ⅰ Teaching Objectives  Ⅱ Background Information  Ⅲ Language Focus  Ⅳ Key to ExercisesUnit 2 Shopping  Ⅰ Teaching Objectives  Ⅱ Background Information  Ⅲ Language Focus  Ⅳ Key to ExercisesUnit 3 Companies  Ⅰ Teaching Objectives  Ⅱ Background Information  Ⅲ Language Focus  Ⅳ Key to ExercisesUnit 4 Products  Ⅰ Teaching Objectives  Ⅱ Background Information  Ⅲ Language Focus  Ⅳ Key to ExercisesUnit 5 Promotion  Ⅰ Teaching Objectives  Ⅱ Background Information  Ⅲ Language Focus  Ⅳ Key to ExercisesUnit 6 Job Interviews  Ⅰ Teaching Objectives  Ⅱ Background Information  Ⅲ Language Focus  Ⅳ Key to ExercisesUnit 7 Cultural Diversity  Ⅰ Teaching Objectives  Ⅱ Background Information  Ⅲ Language Focus  Ⅳ Key to ExercisesUnit 8 Managers  Ⅰ Teaching Objectives  Ⅱ Background Information  Ⅲ Language Focus  Ⅳ Key to ExercisesUnit 9 Going Global  Ⅰ Teaching Objectives  Ⅱ Background Information  Ⅲ Language Focus  Ⅳ Key to ExercisesUnit 10 Retailing  Ⅰ Teaching Objectives  Ⅱ Background Information  Ⅲ Language Focus  Ⅳ Key to Exercises

章節(jié)摘錄

  Above the line promotion—— Promotion in the media (e.g. TV, radio, newspapers, Intemet and mobile phones) in which the advertiser pays an advertising agency to place the ad.  Below the ,line promotion —— All other promotion. Much of this is intended to be subtle enough for the consumer to be unaware that promotion is taking place, such as sponsorship, product placement, endorsements, sales promotion, merchandising, direct mail, personal selling, public relations, and trade shows.  3. Promotional Mix  There are four main aspects of a promotional mix that specifies how much attention to pay and how much money to budget for each of them.  Advertising- Any paid presentation and promotion of ideas, goods, or services by an identified sponsor. Examples: print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and e-mails.  Personal Selling —— A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. Examples: sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing.  Promotions —— Incentives designed to stimulate the purchase or sale of a product, usually in the short term. Examples: coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.  Public Relations ~ Paid intimate stimulation of supply for a product, service, or business unit by planting significant news about it or a favorable presentation of it in the media. Examples: newspaper and magazine articles/reports, TVs and radio presentations, charitable contributions, speeches, issue advertising, and seminars.  4. Promotion Plan  A promotion plan outlines the promotional tools or tactics you plan to use to accomplish your marketing objectives. To the new or inexperienced marketer, the promotion plan might be mistaken as the entire marketing plan because it outlines where the majority of the marketing budget will be spent. It is, however, just one component of the marketing plan.  You might choose to include the following components in your promotion plan.  Description (or listing) of the promotional tactics you plan to use.  Projected costs for the year.  Explanation of how your promotion tactics will support your marketing objectives.  Description of promotional adjustments for cyclical businesses, if yours is indeed cyclical.  5. Promotional "lactics  The major component to your promotion plan is the description (or listing) of the planned promotional tactics you plan to use.

圖書封面

評(píng)論、評(píng)分、閱讀與下載


    新編商務(wù)英語綜合教程·教師用書(第1冊(cè)) PDF格式下載


用戶評(píng)論 (總計(jì)0條)

 
 

 

250萬本中文圖書簡(jiǎn)介、評(píng)論、評(píng)分,PDF格式免費(fèi)下載。 第一圖書網(wǎng) 手機(jī)版

京ICP備13047387號(hào)-7