世纪英语听说教程电子教案
教研室： 教师姓名： 课程名称 授课章节 教学目的 世纪英语听说教程 III Unit 7 Marketing and Promotion 专业班级 授课学时 3学时 1 知识目标：掌握“营销”和“促销”的基本词汇和常用句型 2 能力目标：分析市场情况，阐述营销策略，介绍促销手段 3 情感目标：了解市场营销策略和各类促销手段等商业知识 教学重点 教学手段 教学过程 有关“营销”和“促销”的词汇和表达 多媒体、图片、黑板 1. 2. 3. 4. 5. 6. Unit Objectives : 学习目标（0.1学时） Warm-up Activities: 热身活动（0.2学时） In-class Activities: 课堂活动（2学时） Cultural Development: 文化拓展（0.4学时） After-class Activities: 课外活动 （课下） Quiz: 测试（0.3学时） 作业 教学内容 熟读强记“热身活动”所提供的常用表达；角色扮演Task 6 中的一个会话 一、学习目标 A. 教师引导学生关注本单元标题，提问学生: ? What’s your favorite band, and why do you like it? ? What should you do if you want to make people buy the product? ? How many promotion activities do you know? 聚焦有关常用表达，引出本单元学习目标。 B. 以Brain Storming的形式让学生讨论 “marketing and promotion” a)小组讨论: ? How to improve product’s brand awareness? ? How to gain competitive advantage in the new market? b) 教师引导学生回答问题。 二．热身练习 教师随机提问学生: 导出下一部分的练习。 A. What would you say in the following situations? a) When you discuss marketing and promotion activities with your coworkers: ? Do we need to do market research before selling the products? ? Whatever you want to sell, it will pay to do thorough market research and to test the market first. ? What should we do to improve our brand awareness? ? We need to launch an advertising campaign. ? How can we gain competitive advantage in this new market? ? We can price our products at a level lower than that of our competitors. B. What is marketing and promotion? ? Marketing includes planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to satisfy customers. ? Promotion is the mix of advertising, personal selling, sales promotion, and public relations, which a company uses to pursue its advertising and marketing objectives. 学生朗读强记有关“营销与促销”的常用表达句型，老师要求学生利用这些常用表达以小组活动的形式，口头编写对话并操练。 三、课堂活动 Task 2 要求学生听录音、分角色朗读对话。在播放录音之前，提出以下问题，引导学生特别留意“促销方式”相关表达： ? Have you ever considered any other forms of promotion, such as running classified advertisements on the Internet or in the national or local trade journals? ? We only set up a stand at the national trade fair or local fair. ? How do you promote your products and services? ? We largely depend on word-of-mouth publicity. ? Do you do any direct selling such as cold calling? Task 3 把对话中重点的知识点以这种形式导出，然后进行讲解。 A. 听前预测。教师引导学生朗读生词，告知学生这是一个关于新市场开发的对话。要求学生在听播音前提前阅读段落，通过已知的内容预测对话大体内容和空格所填词的词性或词组搭配，以提高学生的英语预测能力。 B. 播放录音，提醒学生注意有关“新市场营销策略”的表达： ? With increasingly intense competition in the domestic market, it is important for the company to exploit overseas markets. ? Many people have suggested that we extend our sales into the North American market. ? We need to take actions quickly to get well established in the market. ? There are many brands competing in this segment, how can we break into the market? ? We can penetrate this market with low-priced quality products. C. 听中确定正确的答案。 D. 听后核对答案。 Task 4 A. 教师引导学生朗读生词。 B. 教师播放录音，引导学生选择正确的答案。 C. 师生核对答案。 D. 引导学生特别留意以下常用表达： This time we will mainly focus on offering wholesale dealers very competitive prices to encourage larger orders. 这次我们主要关注为批发商提供具有竞争力的价格以鼓励他们批量订购。 ? focus on 集中；特别关注 e.g. The noise made it hard for me to focus on work.噪音让我无法集中注意力工作。 e.g. Many firms are focusing on increasing their markets overseas. 许多商行都在注意在国外扩大市场。 ? competitive 有竞争力的 e.g. Ford has a more competitive environment. 福特公司具有一个较有竞争力的环境。 e.g. Our prices are competitive.我们的价格是有竞争性的。 Task 5 A. 教师引导学生朗读生词。 B. 教师要求学生阅读所提供的问题，引导学生预测对话的梗概内容，推测空格处应填写词的词性。 C. 教师播放录音，要求学生在听的过程中，结合问题进行简单记录。 D. 提供以下几个问题，以检验学生是否可以回忆起所听的细节。问题如下： ? What are the promotion ways mentioned in the dialogue? (There are pop-ups, banners, flash and on-line games.) ? What will they give the winners as one of extra bonuses? (They will give the winners their own products as one of the bonuses.) E. 师生核对答案。 F. 要求学生会说会用以下重点表达： ? update vt. 更新 e.g. I would advise you to update the software.我建议你把这个软件升级。 e.g. He has been updating his research material. 他已经更新了她的研究资料。 ? advocate vt. 宣传 e.g. Do you advocate accepting the offer?你是否主张接受这个报价？ e.g. They advocated that we should establish a day-care center.他们主张我们可以建立日间托儿所。 ? convincing adj. 让人信服的 e.g. And I am expecting a convincing response from you.我期待贵方能有一个令人满意的答复。 e.g. The lawyer could not produce any convincing evidence.律师拿不出任何有力的证据。 Task 6 A. 本题的3 个会话是本单元的主题对话。引导学生读懂对话前括弧中会话的情景。让学生先听，后跟读。 B. 学生听录音之前，对学生进行提问，以示强调： a) What’s the meaning of “buy one and get one free” ? b) What are Thomas and Hank talking about? c) Who is Paul? d) 让学生听conversation，回答问题。 Answer: a) It means buying two things at the price of one. b) They are talking about marketing of their products. c) Paul is the head of Marketing Department. C. 要求学生会说会用以下重点表达： ? buy one and get one free买一送一 e.g. It is said that you can buy one and get one free at the supermarket now. 听说超市正在举行买一送一活动。 ? to what extent在什么程度上 to some extent/degree在某种程度上 e.g. To some extent, I can understand their attitude.我在某种程度上是能够理解他们的态度的。 e.g. Criticism is not lost on you to some degree.在某种程度上，批评对你起了作用。 ? count v. 有重要意义 e.g. Everything they do counts.他们所做的每一件事都很重要。 e.g. Quality counts above origin.质量比产地更重要。 ? entrust v. 委托 e.g. I entrust my cat to a friend while I am away.我不在家时把猫托给朋友照料。 e.g. He’s entrusted his children to my care for a day.他托我照看一天孩子。 D. 分角色朗读对话 E. Role play. Task 7 把本单元主题的重点知识点以这种形式导出，然后进行讲解。 A. 听前预测。教师引导学生朗读表格中的英文表达，通过对话已知的内容预测对话情景和对话内容。 B. 听中确定正确的答案。 C. 听后核对答案。 D. Role play. Task 8 本试题主要是培养学生的口译能力。 A. 学生分组，小组讨论句子所需的重点搭配，句型。 B. 小组活动，一人读出试题，一人口译；反过来转换任务。 C. 教师进行必要的解释，师生互对答案。 D. 要求学生会说会用以下重点表达： ? sell well畅销 ? marketing strategy营销策略 ? sales promotion促销 ? buy one and get one free买一送一 ? potential consumers潜在消费者 ? market survey / investigation市场调查
世纪英语听说教程 III(第六版)7单元电子教案
