商务英语教案book1[★]

第一篇：商务英语教案book1

Unit One

Work

Ⅰ Objectives

1.grasp the main idea 2.appreciate the spirit demonstrated in the text 3.master the key language points and grammatical structures in the text 4.conduct a series of reading, listening, speaking and writing activies Ⅱ Language Points 1.new words

self-esteem,schooling,stern,limitation,muster,respond,aimlessly,dusk,meekly,demanding,cautiously,falsely,reluctant,slip,strew,stun,depression… 2.idioms & Expressions Contribute to, muster the courage, respond to, drop out, stare at, get through, pull out, start over…

3.Sentence structure With rows and row of people seats at rows and rows of Bring her to knock on a door As the days passed Walk up the long flight of stairs to With chin on chest …

Ⅲ 教学内容及学时分配： Time allotment: 1st-4th period: readingⅠ&Ⅱ

5th-8nd period: excises and integrated skills Ⅳ 教学重点及难点：

Important language points in the text Ⅴ 教学内容的深化及拓宽：

Students conduct a series of reading, listening, speaking and writing practice to deepen their understanding of the points taught in class.Ⅵ 教学方式及在教学中应注意的问题：

A combination of traditional teaching methods with the communicative approach will be adopted.Special attention should be paid to classroom interaction.Give students time to adapt to the new teaching mode in the university that are quite different from the one they were used to in the middle school.More encouragement is needed and more guidance will be given to them in their extracurricular study.Ⅷ 教学步骤Steps 一.1st-2nd period: readingⅠ&Ⅱ  Pre-reading Tasks: 1.What job do you like best? why.2.The class is divided into two groups based on different ideas and debate on the topic: what do you think of college students’ taking part-time job in their spare time?  While-reading Tasks:

1.Ask Ss read the whole text and find out the main idea and structure 2.devided the text into four parts and find out main idea of each part.3.Ask Ss to skim each para and discuss some questions according to exercises.cture of the text. Homework: 1.retell the text by their own words 2.Finish exercises.3.Finish reading II.二.3st-4th period: readingⅠ&Ⅱ

 Retell text I & review  Check exercises  Explain important words in reading II and check exercises  Homework: 1.role playing activity 2.Finish extension exercises.3.prepare a speech about self-esteem 三.5th-6th period: extension exercises

 role playing activity  Check exercises

Unit Two

Work

Ⅰ Objectives

1.grasp the main idea 2.appreciate the spirit demonstrated in the text 3.master the key language points and grammatical structures in the text 4.conduct a series of reading, listening, speaking and writing activies Ⅱ Language Points 4.new words

etiquette,courtesy,representative,gracious,occasional,beverage,vary,ritual,verbal,offense,acknowledge,routine,chitchat,rigidly,casual,loosely,socialize,collegial 5.idioms & Expressions count for much, boil down to, call for, take offense, frown on, cut short, get the messgae … 6.Sentence structure Get along with one another Although corporate cultures vary form business to business and even from region to region

Look the other way …

Ⅲ 教学内容及学时分配： Time allotment: 1st-4th period: readingⅠ&Ⅱ

5th-8nd period: excises and integrated skills Ⅳ 教学重点及难点：

Important language points in the text Ⅴ 教学内容的深化及拓宽：

Students conduct a series of reading, listening, speaking and writing practice to deepen their understanding of the points taught in class.Ⅵ 教学方式及在教学中应注意的问题：

A combination of traditional teaching methods with the communicative approach will be adopted.Special attention should be paid to classroom interaction.Give students time to adapt to the new teaching mode in the university that are quite different from the one they were used to in the middle school.More encouragement is needed and more guidance will be given to them in their extracurricular study.Ⅷ 教学步骤Steps 一.1st-2nd period: readingⅠ&Ⅱ  Pre-reading Tasks: 1.The class is divided into several groups to discuss about business etiqutte, and share together. While-reading Tasks:

4.According to text, what is necessary for a god employee? 5.Should everyone know how t.greet visitors and make them feel comfortable?And why? 6.Ask Ss to skim each para and discuss some questions according to exercises.cture of the text. Homework: 1.retell the text by their own words 2.Finish exercises.3.Finish reading II.二.3st-4th period: readingⅠ&Ⅱ

 Retell text I & review  Check exercises  Explain important words in reading II and check exercises  Homework: 1.role playing activity 2.Finish extension exercises.3.prepare a speech about self-esteem 三.5th-6th period: extension exercises

 role playing activity  Check exercises

Unit Three

Work

Ⅰ Objectives

1.grasp the main idea 2.appreciate the spirit demonstrated in the text 3.master the key language points and grammatical structures in the text 4.conduct a series of reading, listening, speaking and writing activies Ⅱ Language Points 7.new words

keyboard, dedicate,bakery,aisle instantly,subtotal,nutritional,sort,fraction,deli,delivery 8.idioms & Expressions send out,dedicate,link up, account for, set foot in … 9.Sentence structure View items by category or by brand Sort products instantly by nutritional contents Create personal shopping lists to save time …

Ⅲ 教学内容及学时分配： Time allotment: 1st-4th period: readingⅠ&Ⅱ

5th-8nd period: excises and integrated skills Ⅳ 教学重点及难点：

Important language points in the text Ⅴ 教学内容的深化及拓宽：

Students conduct a series of reading, listening, speaking and writing practice to deepen their understanding of the points taught in class.Ⅵ 教学方式及在教学中应注意的问题：

A combination of traditional teaching methods with the communicative approach will be adopted.Special attention should be paid to classroom interaction.Give students time to adapt to the new teaching mode in the university that are quite different from the one they were used to in the middle school.More encouragement is needed and more guidance will be given to them in their extracurricular study.Ⅷ 教学步骤Steps 一.1st-2nd period: readingⅠ&Ⅱ  Pre-reading Tasks: 1.The class is divided into several groups to discuss about the differences between the ways of traditional shopping and vitual shopping. While-reading Tasks:

7.what kind of store will change the way we shop? 8.The oneline shopping service is free,isn’t it? 9.How is the food you have ordered delivered to you?

cture of the text. Homework: 1.retell the text by their own words 2.Finish exercises.3.Finish reading II.st-th二.3 4 period: readingⅠ&Ⅱ

 Retell text I & review  Check exercises  Explain important words in reading II and check exercises  Homework: 1.role playing activity 2.Finish extension exercises.3.prepare a speech about self-esteem th-th三.5 6 period: extension exercises

 role playing activity  Check exercises

Unit Five

Work

Ⅰ Objectives

1.grasp the main idea 2.appreciate the spirit demonstrated in the text 3.master the key language points and grammatical structures in the text 4.conduct a series of reading, listening, speaking and writing activies Ⅱ Language Points 10.new words

tip,assert,shape,count,financing,potential,competitor,lowlife,head,aggressively,supplieive,prospect,regard sore,tough,provided,upset,warehouse,acquiesce 11.idioms & Expressions go around,in turn,head for,in this/that case,keep sb’s cool … 12.Sentence structure View items by category or by brand Sort products instantly by nutritional contents Create personal shopping lists to save time …

Ⅲ 教学内容及学时分配： Time allotment: 1st-4th period: readingⅠ&Ⅱ

5th-8nd period: excises and integrated skills Ⅳ 教学重点及难点：

Important language points in the text Ⅴ 教学内容的深化及拓宽： Students conduct a series of reading, listening, speaking and writing practice to deepen their understanding of the points taught in class.Ⅵ 教学方式及在教学中应注意的问题：

A combination of traditional teaching methods with the communicative approach will be adopted.Special attention should be paid to classroom interaction.Give students time to adapt to the new teaching mode in the university that are quite different from the one they were used to in the middle school.More encouragement is needed and more guidance will be given to them in their extracurricular study.Ⅷ 教学步骤Steps 一.1st-2nd period: readingⅠ&Ⅱ  Pre-reading Tasks: 1.The class is divided into several groups to discuss about different kind of business reputation. While-reading Tasks:

10.what is the most valuable asset one can have in business? 11.what is reputation according to the author? 12.what are the tips to establish a good business reputation?

cture of the text. Homework: 1.retell the text by their own words 2.Finish exercises.3.Finish reading II.二.3st-4th period: readingⅠ&Ⅱ

 Retell text I & review  Check exercises  Explain important words in reading II and check exercises  Homework: 1.role playing activity 2.Finish extension exercises.3.prepare a speech about self-esteem th-th三.5 6 period: extension exercises

 role playing activity  Check exercises

Unit Seven

Work

Ⅰ Objectives

1.grasp the main idea 2.appreciate the spirit demonstrated in the text 3.master the key language points and grammatical structures in the text 4.conduct a series of reading, listening, speaking and writing activies Ⅱ Language Points 13.new words

dimension,mobility,earnestly,mobile,stride,fascination,booth,freeform,saga,conventional,startling,expense,welter,hindrance,flair,dramatic 14.idioms & Expression at the expense of ,think nothing of, pick up,at length,refer to, by mistake,apprise of, sort out,turn out,have a word with,ring off 15.Sentence structure Add a fresh dimension to the comedy of life Self-importance gets a positive boost by the mobile phone Each spoke on independent phones with great energy and at enomous length to someone somewhere…

Ⅲ 教学内容及学时分配： Time allotment: 1st-4th period: readingⅠ&Ⅱ

5th-8nd period: excises and integrated skills Ⅳ 教学重点及难点：

Important language points in the text Ⅴ 教学内容的深化及拓宽：

Students conduct a series of reading, listening, speaking and writing practice to deepen their understanding of the points taught in class.Ⅵ 教学方式及在教学中应注意的问题：

A combination of traditional teaching methods with the communicative approach will be adopted.Special attention should be paid to classroom interaction.Give students time to adapt to the new teaching mode in the university that are quite different from the one they were used to in the middle school.More encouragement is needed and more guidance will be given to them in their extracurricular study.Ⅷ 教学步骤Steps 一.1st-2nd period: readingⅠ&Ⅱ  Pre-reading Tasks: 1.The class is divided into two groups to discuss about the advantage and disadvantage about mobile phone. While-reading Tasks:

13.Is it true that mobile phones have become popular? 14.what was described as the mobile-phone sofeshoe shuffle? 15.what’s the new meaning of the concept ‘wrong number?

 Homework: 1.retell the text by their own words 2.Finish exercises.3.Finish reading II.二.3st-4th period: readingⅠ&Ⅱ

 Retell text I & review  Check exercises  Explain important words in reading II and check exercises  Homework: 1.role playing activity 2.Finish extension exercises.3.prepare a speech about self-esteem th-th三.5 6 period: extension exercises

 role playing activity  Check exercises

第二篇：商务英语教案1

2008年第1学期

商 务 英 语

教 案

郭

胜

Unit 1 business letters

The first lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business letters.Reading: 1.to learn about what marketing and market is.2.to understand the five alternative concepts under which organizations conduct their marketing activities.Oral English and listening : Can speak fluently.and listen and understand some information of English Teaching way : Let the students practise ,and make some discussion.Teaching Procedures: I.Showing the teaching aims II.Revision Check homework, then ask the students to read the partners' homework to share with each other.III.leading in Writing activity:business letters

1.introduction: usually ,a businessman spends a surprising amount of time in writing a letter ,for he can not afford a personal visit each time he wants to transact business in various parts ot the world.2.steps for writing business letters 1)layout

a letter needs your company address at top right hand corner ,date at top right hand corner below senders address,name /address of recipient beneath date on left hand side ,correct salutation ,complimentary close.2)

indentify the relevant information and present it in a suitable order.a good business letter is concise ,it keeps to the point.to write a letter ,you must organize your thoughts ,jot down the things you must say and consider how the ideas are logically related.3)Write the letter

Try to keep a balance between being formal and being friendly.since you are usually trying to get your reader to do something ,don't be sarcastic or too aggressive ,be confident ,not slavish.4)Check your work by considering the following points.3.practice one

1)students read the situation.then explains the meaning.2)students read the text ,then teacher explains the meaning.pay attention to the important phrases.One.understand the objectives , one read one translate.Teacher ask :conclude the objective of reading : answer:business knowledge Teacher add:speaking , practical business ability.Two.business letters Teacher read ,students follow.then students read.Students read first silently.Teacher ask: 1.what is the general idea of the text ? 2.why a business person spends much time in writing letters? 3.what is the use of writing ? 4.what is the use of good business letters? Teacher explain the text : The phrases, making sentence,the use of words, Students in groups :translate the meaning of sentence , Three.steps for writing business letters Students read and explain each step.Step two :teacher make example :read a letter ,which is not concise ,not in order ,students smile.Four.Writing

中国北京胜利路67号的中国国际贸易公司在2010年给他们的客户美国纽约东南大街6789号的纽约电脑公司的约翰先生写信，邮编：23145。内容如下：

约翰，我们通过因特纳网知道你们的公司，你们对电脑进口很感兴趣。我们有很多质量很好的电脑，价格不贵，如果有需要的话，我们可以给你们邮寄产品图片和价格，希望可以合作成功。谢谢。贸易部经理刘明。

exercise : read the practice and recite the important phrases.Lessone two

One.situation : 1.students read it.2.explain the text :in groups.,then teacher explains in detail.with its focus on ,under my name ,talk about the matter with sb.3.ask questions : a.why mr.Richard will attend the conference ? b.why mr.Richard let you draft a reply to this letter ? two.letter : 1.layout : 2.let the students read the text :para.1 for a few minutes.then ask one student read.teachert interprets.3.para.2:students read all class , and one students interpret.4.para 3 :translate.three.underline the special words and phrases.four.reply a letter.Unit 1 business letters

The second lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business letters.Reading: 1.to learn about what marketing and market is.2.to understand the five alternative concepts under which organizations conduct their marketing activities.Teaching way : Let the students practise ,and make some discussion.Teaching Procedures: I.Showing the teaching aims II.Revision 5 Check homework, then ask the students to read the partners' homework to share with each other.III.leading in 5.students read the situation ,then translate the meaning.pay attention to the important phrases.6.students read the letter ,then translate the meaning.pay attention to the important phrases.7.students write the reply to the letter.Thank you for your letter of 12th October ,2004,and I am very glad to get your order for 200 Super mobile hard disks.I am very sorry to tell you ,that our Super mobile hard disks are out of stock ,but we are producing now.200 disks ordered by you will be sent as soon as they are available ,about in two days.And the price

is $150 each,the total amount is $30,000 ,the money should be transferred into the account on completion of order.We can assure you that the disks are in high quality and the quality guarantee letter will be enclosed in each package.at last ,I must say sorry to you again for the inconvenience we bring to you.I look forward to meeting you.4.Check your work by considering the following points.1)layout

a letter needs your company address at top right hand corner ,date at top right hand corner below senders address,name /address of recipient beneath date on left hand side ,correct salutation ,complimentary close.2)indentify the relevant information and present it in a suitable order.a good business letter is concise ,it keeps to the point.to write a letter ,you must organize your thoughts ,jot dow 3)language and tone

4）spelling ,grammar and punctuation Practice : A customer want to buy 1000 red purses ,he thinks red purses have a good market.But you only have black purses in your company ,so you try to pursade the customer to buy the color.in fact ,black is a sign of grave ,it is popular.Especially the people in Asian countries prefer black.The price is $100 ,and the bottom price is $80.5．Marketing : 1)Para.one I Speak: Give some examples of promises which producers make in Chinese or English.2)Para.two

Student read the text.Teacher explains the text.3)para.Three: Teacher explains the text : talking : Give one example that your partner told you: he or she does marketing when buys goods.Requirement :at least speak English partly.Subject:speaking ,communicating , ability 4)para.four : Tercher explains.Passage B 市场管理哲学 1.生产概念 背景：

举例说明。并分析企业只注重生产会产生什么恶劣现象。2.产品概念 背景：

企业一般注重产品的什么方面？这样又会产生什么后果？ 3.销售概念

销售产品的优劣势分析。4.市场营销概念

市场营销和前面几种比较有什么优势？ 5.社会市场营销概念

举例说明社会市场营销观念。Exercese :

Lesson

six ONE、review passage b : 问题：下列现象各属于哪种观念？

1、篮天公司致力于环保技术的研究，开发出了系列产品，取得了很大的社会、经济效益。

2、腾飞公司在非典期间，大量生产口罩，由于需求大，产量跟不上，就把次品掺进里面充数。

3、海滨市有许多生产服装的企业，竞争激烈。有一家企业看到服装竞争激烈，而服饰产品却很少有企业生产，于是改行做服饰。

4、朝晖公司因最近产品质量不好，老遭到顾客投诉，并且严重影响了销售，仓库货存过多，于是决定改进质量。

5、小太阳洗衣机厂产品质量很好，但由于最近洗衣机企业增多，客户大量减少。决定派业务代表去各地推销产品。

Unit two

One.Objectives one read ,one interpret.Two.Memos

1.The class read first ,than one read.2.Interpret :one group finish 3.Steps for writing a business memo.1.)layout

Practical teaching.Requirement : 1.Students teaches.(come to the class ,and be a teacher)2.time limited:5 minutes.2)identify relevant information.3)write the memo Students explain it.Ask :what is the difference between letters and memos?

Unit 1 business letters

The third lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business letters.Reading: 1.to learn about what marketing and market is.2.to understand the five alternative concepts under which organizations conduct their marketing activities.Teaching way : Let the students practise ,and make some discussion.Teaching Procedures: I.Showing the teaching aims II.Revision Teacher ask some questions : 4.how many steps you should consider when you begin to write a business letter ? 5.what kind of personal quality should you have when deal in business ? III.leading in students read the situation ,then translate the meaning.pay attention to the important phrases.1.students read the letter ,then translate the meaning.pay attention to the important phrases.department manager ,complaint letter ,old customer ,overcharged part ,refert to ,look into , 2.students read the letter.let some students correct the mistakes.3.students translate the meaning of the letter.4.students write the reply to the letter.Check your work by considering the following points.Practice four : According to the situation ,write the reply to the letter.Passage A

Learn the new words ,then teacher explains the meaning.Students read the text one by one.Teacher let students translate the meaning of the text.Exercese Page 14:2,3

Unit 1 business letters

The fourth lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business letters.Reading: 1.to learn about what marketing and market is.2.to understand the five alternative concepts under which organizations conduct their marketing activities.Teaching way : Let the students practise ,and make some discussion.Teaching Procedures: I.Showing the teaching aims II.Revision Teacher ask some questions : 1.what is the difference between sales and marketing ? 2.what is the most important for a business man ? III.leading in Students read the situation ,then translate the meaning.pay attention to the important phrases.Students read the letter ,then translate the meaning.pay attention to the important phrases.Students read the letter.let some students correct the mistakes.Students translate the meaning of the letter.Students write the reply to the letter.Some important words and expressions : National express service company ,regulation tax ,postage is paid ,sales manager Passage

Learn the new words ,then teacher explains the meaning.Students read the text one by one.Teacher let students translate the meaning of the text.Marketing : 1.the concept of marketing.2.the goal of marketing.3.the function of marketing Exercise Page 14:2,3

Unit 2 memos

The fifth lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business letters.Reading: 1.to learn about what marketing and market is.2.to understand the five alternative concepts under which organizations conduct their marketing activities.Teaching way : Let the students practise ,and make some discussion ,create some situations.Teaching Procedures: I.Showing the teaching aims II.Revision Teacher ask some questions : 1.Whati is four p ? 2.what is the strategy of product ,promotion ?please give some examples ? 3.teacher ask some students to translate some words and expressions.III.leading in Students read the situation ,then translate the meaning.pay attention to the important phrases.Students read the letter ,then translate the meaning.pay attention to the important phrases.Students read the letter.let some students correct the mistakes.Students translate the meaning of the letter.Students write the reply to the letter.Some important words and expressions : National express service company ,regulation tax ,postage is paid ,sales manager Passage

Learn the new words ,then teacher explains the meaning.Students read the text one by one.Teacher let students translate the meaning of the text.Marketing

management

Ask students read the text ,and then trnaslate the meaning.Pay attention to the important phrases.Marketing management : 1.the production concept.2.the product concept 3.the selling concept 4.the marketing concept

5.the societal marketing concept

Discussion : How to build a profitable relationship with your customer ? Exercise

1.answer the following questions

2.match the word in column a to the word in column b.3.translate the following sentences into chinese.Unit 2 memos

The sixth lesson

Properties: Recorder,multifunctional media Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business letters.Reading: 1.to understand why marketing strategic planning is so important to an organization and how to make such a planning.2.to learn what market segmentation fefers to and the factors that might influcence the market segmentation.Teaching way : Let the students practise ,and make some discussion ,create some situations.Teaching Procedures: I.Showing the teaching aims II.Revision Teacher ask some questions : What is the difference between formal business letters and memos.III.leading in Practice four Translation : The statistics on total sales during the last half year which you want were attached.These statistics are in the base of the last six months.please contact me if you want the details of sales in each department or you need discuss with me

Please offer me a copy of the report you write according to the statistics.Thanks.Ask students read the text ,and then trnaslate the meaning.PASSAGE A

Pay attention to the important phrases.students read the passage ,then answer the questions.Activity : All the class depart into eight groups.Scene design : 一个客户通知你（外贸人员），她的货（10000个木制相框）要下周三之前出货。那么你如何安排？ 主要内容如下：

询问：生产部：货物是否全部做完？或什么时候做完？并告知其客户的出货时间。

包装部：询问包装此批货物要多久？核算是否可以按时出货。

船运部：是否能出货？

2.如果你打算做一个培训公司，项目是做中小学英语的培训。你如何做市场策划。Exercise Page 28:1,2,3

Unit 2 memos

The seventh lesson

Properties: Recorder,multifunctional media Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business letters.Reading: 1.to understand why marketing strategic planning is so important to an organization and how to make such a planning.2.to learn what market segmentation fefers to and the factors that might influcence the market segmentation.Teaching way : Let the students practise ,and make some discussion ,create some situations.Teaching Procedures: I.Showing the teaching aims II.Revision Teacher ask some questions : 1.What is the use of marketing strategic planning ? 2.can you talk about something about the sentence “if you fail to plan ,you are planning to fail.” III.leading in A customer named jack from America comes to your company ,and complains the defects of the products ,he bought 1000 radios from your company last month.:1.the sound effect is not clear and loud enough 2.there is a shortage of fifty ones

If you are a director in business department, you and your colleagues come to the meeting room and discuss the problems with the customer.one of your colleagues from packaging department ,and one from producing department.The customer

complains the problems.You should give the good resolution.you must satisfy the customer.the director in producing department should explain the problem about quality ,and the other one should explain the problem about the shortage ,and they should say sorry to the customer.At last your customer leaves with happiness.Exercise Page 31:2

Unit 2 memos Passage B One.New words

Students read the words.then let them translate each other.Two.passage B 1.read the part 1, need ,want ,interest :which are different ,let students give examples.Q : 1)What is market segmentation?

2)What is the objective of market segmentation? 2.part 2

1)students give examples: geographic factors affects buying.2)question:how many religions in the world? students give examples 3)

teacher give examples:different girls buy different clothes.4)Teacher asks two students : Q:1)When you buy mobile phone ,what kind of product use factors affect your buying decision ? Discussion : If we are makes of air conditioners.the prices of our products are lower, quality is so so ,our brand is not famous ,and the life tern is about 10 years.the styles are not many ,noises is in line with national standard ,and can save electric power.then we have to make market segmentaion ,if we consider the above factors ,then how to segment our market ? 3.part 3

Question :Why subtle differences between products are so important to marketing ?please make some examples.Discussion : If there are some common products ,and if you are making such kind products.What kind of subtle differences will you make ? Requirement : 1)workable

2)other students can question it.Lcd Tv ,mobile phone ,cup ,ladys’ bag ,digital camera ,ear phone ,pen ,light , 4.part 4 Question :what is the general idea of the part ? 5.the last part.Q:1.)if you can not find difference in your products ,can you make market segmentation ? 2)What are the reasons to segmentation which is pointed in the first line of the text ? Exercise : Page 31

Unit 2 memos

The eighth lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business letters.Reading: 1.to understand why marketing strategic planning is so important to an organization and how to make such a planning.2.to learn what market segmentation fefers to and the factors that might influcence the market segmentation.Teaching way : Let the students practise ,and make some discussion ,create some situations.Teaching Procedures: I.Showing the teaching aims II.Revision Teacher ask some questions.III.leading in PASSAGE A

Keep the following things in mind : 1.细分市场或目标市场是可以操作的。

2.每一细分市场必须足够大，有固定的客户群体。3.每一细分市场要求有自己单独的市场计划。

4.使用二手的资料来做调查研究，这些外部二手资料包括： 1）行业协会出版物。2）基本的研究出版物。

3）外部市场调查机构做的调查资料。5.进行分析:

1）注意重要的竞争者的市场营销的努力行动，并复制其行为。2）和重要的客户谈论关于新产品引进的问题。

3）通过对一些个人或群体进行定量分析，分析其需求。

Unite

two

一、recite words

二、Example : ★纵观中国乳业，目前行业内的竞争体现如下特点：全行业增长势头强劲，液态奶企业盈利居多；企业投入规模迅速加大，产品结构和质量提高明显；国内龙头企业占据明显的市场优势，世界著名品牌主动与国内企业寻求合作。

细分市场

★四川智强集团董事长唐科全先生说：“企业进入一个行业至少有两种思考模式：一是摸清市场潜在需求，抢先进入，争得头啖汤，赚取超前利润；二是瞄准一个快速增长的行业，凭借资金、技术等方面的实力，采取差异化策略，强行或巧妙介入，搭乘顺风船。”

“8年前智强曾经创造了一个食品品项———小包装核桃粉，我们也确实占到了领先者的先机，成就了智强集团的今天。但同时我们也尝到了领头羊的苦恼，当智强用广告、促销等手段把核桃粉市场轰开之后，其它一些中小厂家便快速跟进，以低价等手段蚕食本就有限的核桃粉市场份额。实事求是地说，虽然智强仍旧是核桃粉市场不容争议的老大，销售总量每年都有提升，但核桃粉的总体市场份额却受到明显冲击。”

★作为乳业新军，智强集团拥有一定的资金与网络实力，但与“光明”、“伊利”等行业巨头相比，显然是不占优势的；与各区域的乳品“诸侯”相比，也不占据“鲜”与“廉”的优势。于是，似乎只有一条路可以选择，那就是细分市场进行差异化经营。

★智强集团占据核桃粉产品一半以上的市场份额，手中握有全国“核桃粉研磨速溶”国家发明专利和核桃粉产品中唯一一个获得“增强记忆力”功能审批的“保健食品”批号。此次介入液态奶领域，智强充分整合企业原有的优势资源。产品上市初期扬长避短，把核桃奶作为主攻方向，心无旁骛地倾力主攻细分市场———核桃奶单品。

★目前在整个液态奶领域，核桃奶只不过是花色奶中一个很小的品种，很少有厂家把它作为拳头产品主推，市场上也仅限核桃奶和核桃花生奶两个品种，且生产厂家不多。但就是这“生产厂家不多”的“小品种”，每年国内市场的总销售额也绝不少于10亿元(虽然仅占整个液态奶销量的1／30不到，但个别厂家已达1／3甚至更多)，市场容量不可小觑。

谈谈你对市场细分的理解。

Practical activity :

The target market decision : If your company mainly produces the products: Clothes,computers , drinks ,pens ,cars,books, Lcd Tv ,mobile phone ,cup ,ladys’ bag ,digital camera ,ear phone ,light , what kind of customer you should satisfy ?how to decide your target market according to the performance of your products ?how to segment your markets ?.Unint

一、Notices ：

Read the introduction for a few minutes ,then let some students read.teacher asks some questions : 1.what is the use of notice ? 2.who gives the notice ,and to whom ? 3.what is the difference between it and memos ?

二、steps

Students finish it。

practice one

students read one by one ,and then translate one by one.Exercise Page 32:4

Unit Lesson 2

一、underline the phrases:

二、Text : 1)read words

2)make sentencess with words and phrases the process has four steps.Reading material : 如何进行市场调查

市场调查是一项技术性很强的工作。这些技术掌握得如何，直接关系到调查的效果。以下简要介绍一下调查对象的选择技术、问卷的设计技术和提问技术等。

调查对象的选择技术

一，市场普查

市场普查是以市场调查的总体为对象，主要是对市场上某些商品进行一次全面调查。例如，库存商品普查，某种商品的社会饱和量普查等。市场普查是专门组织的调查活动，主要用于搜集那些不能或不宜通过正常调查取得的比较全面的、精确的统计资料。市场普查有两种形式：一种形式是组织专门的普查机构和人员，对调查单位进行直接调查；另一种形式是利用机关团体、企业内部的统计报表进行汇总。市场普查的最大优点是取得的资料比较准确。但是，进行市场普查工作量很大，调查内容有较强的时效性，因此需动员较多的人力、物力；同时，有些内容不宜进行市场普查，所以这种方式在市场调查中很少使用。

市场普查是以市场调查的总体为对象，主要是对市场上某些商品进行一次全面调查。例如，库存商品普查，某种商品的社会饱和量普查等。市场普查是专门组织的调查活动，主要用于搜集那些不能或不宜通过正常调查取得的比较全面的、精确的统计资料。市场普查有两种形式：一种形式是组织专门的普查机构和人员，对调查单位进行直接调查；另一种形式是利用机关团体、企业内部的统计报表进行汇总。

市场普查的最大优点是取得的资料比较准确。但是，进行市场普查工作量很大，调查内容有较强的时效性，因此需动员较多的人力、物力；同时，有些内容不宜进行市场普查，所以这种方式在市场调查中很少使用。

二，重点调查

重点调查是通过对使用本企业产品的重点用户和重点地区进行调查，来达到对全局基本了解的目的。重点调查所选择的对象要能对本企业营销产生较大影响，例如购买本企业产品占全部销量的比例较大，或者是老客户，或者对其他用户的购买有一定影响等。这种调查可以使企业用较少的人力、物力、财力、时间取得重要的市场资料，但其准确性不如市场普查。

三，抽样调查

抽样调查是一种非全面调查。它是根据概率分布的原则，从被调查总体中抽出一部分单位作为样本进行调查，以此推断总体的一种方法。这种方法可能产生一些误差，但它比普查花费的时间少，成本低，并且有些无法进行市场普查的内容也可以采用，无力进行普查的企业也能进行。同时在经过普查的地方，还可以利用抽样调查对普查的资料进行核对和修正。所以，抽样调查是调查中常用的方法，已被广泛用于企业的市场调查中。

调查中抽样的多少，从数据的准确性来看，是越多越好，但数据越多，成本也越高。因此，抽样的数量应按照被调查事物的性质确定，如果被调查对象之间的差距不大，采用少量样本即可；如果差距大，则需多抽样。

市场调查可分为四个阶段：调查前的准备阶段、正式调查阶段、综合分析资料阶段和提出调查报告阶段。

一、调查前的准备阶段。对企业提供的资料进行初步的分析，找出问题存在的征兆，明确调查课题的关键和范围，以选择最主要也是最需要的调查目标，制定出市场调查的方案。主要包括：市场调查的内容、方法和步骤，调查计划的可行性、经费预算、调查时间等等。

二、正式调查阶段。市场调查的内容和方法很多，因企业和情况而异。

市场调查的内容，综合起来，分为四类：

1、市场需求调查，即调查企业产品在过去几年中的销售总额，现在市场的需求量及其影响因素，特别要重点进行购买力调查、购买动机调查和潜在需求调查，其核心是寻找市场经营机会。

2、竞争者情况调查，包括竞争对手的基本情况、竞争对手的竞争能力、经营战略、新产品、新技术开发情况和售后服务情况，还要注意潜在的竞争对手。

3、本企业经营战略决策执行情况调查，如产品的价格、销售渠道、广告及推销方面情况、产品的商标及外包装情况、存在的问题及改进情况。

4、政策法规情况调查，政府政策的变化、法律、法规的实施，都对企业有重大影响，如税收政策、银行信用情况、能源交通情况、行业的限制等等都对企业和产品关系重大，也是市场调查不可分割的一部分。市场调查的方法，可分为两大类：统计分析研究法和现场直接调查法。统计分析研究就是在室内对各种资料进行研究的方法，其前提是对已有的统计资料和调查资料进行系统研究和分析。一般说来，生产资料市场研究较多地采用这种方法，消费资料市场则以现场调查为主。现场直接调查又可分为三种：①询问法，有当面询问、座谈集体询问、电话询问、信函询问等。②观察法，有到销售现场观察、生产现场观察、使用现场和家庭现场观察等。③试验法，向市场投放部分产品进行试销，看消费者的反应，以检验产品的品种、规格、花色款式是否对路、价格是否适中等。

三、综合分析整理资料阶段。当统计分析研究和现场直接调查完成后，市场调查人员拥有大量的一手资料。对这些资料首先要编辑，选取一切有关的、重要的资料，剔除没有参考价值的资料。然后对这些资料进行编组或分类，使之成为某种可供备用的形式。最后把有关资料用适当的表格形式展示出来，以便说明问题或从中发现某种典型的模式。

四、提出调查报告阶段。经过对调查材料的综合分析整理，便可根据调查目的写出一份调查报告，得出调查结论。值得注意的是，调查人员不应当把调查报告看作是市场调查的结束，而应继续注意市场情况变化，以检验调查结果的准确程度，并发现市场新的趋势，为改进以后的调查打好基础。

三、Exercise

四、Selling Practice : A customer in South Korea wants to buy 1000 red bags ,he thinks red ones have a good market in his country.But your company only has black ,so you try to pursade the customer to buy the black bags.In fact ,black is popular in Asian countries.And the price of each is costed $100 in present market ,and the cost is $60 in your company.Requirement :1.One student as a salesman ,the other as the customer.2.Try you best to get more profit.A customer named jack from America comes to your company ,and complains the defects of the products ,he bought 1000 radios from your company last month.:1.the sound effect is not clear and loud enough 2.there is a shortage of fifty ones

If you are a director in business department, you and your colleagues come to the meeting room and discuss the problems with the customer.one of your colleagues from packaging department ,and one from producing department.The customer complains the problems.You should give the good resolution.you must satisfy the customer.the director in producing department should explain the problem about quality ,and the other one should explain the problem about the shortage ,and they should say sorry to the customer.At last your customer leaves with happiness.Unit 3 notices

The ninth lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business letters.Reading: 1.to understand why marketing strategic planning is so important to an organization and how to make such a planning.2.to learn what market segmentation fefers to and the factors that might influcence the market segmentation.Teaching way : Let the students practise ,and make some discussion ,create some situations.Teaching Procedures: I.Showing the teaching aims II.Revision Teacher ask some questions.III.leading in 一.Asking questions :

1.What is your advantage when you seek for a job?

2.What is your favorite job ,and give the reason ?

3.Do you know what is the use of English in a foreign trading company ? 二.Students’s teaching process

conclude the difference between memo and notice: 1.layout.2.given by leaders or bosses.3.leading relation involved 三.practice one

students read the situation ,and teacher translates it.students read the notice for a few minutes.let students read it fluently.then four students translate it.四

One.Recite some words : Two.Text p 1 Read it.In five minutes.Interpret the sentences in groups.Q: 1.2.p 2 Read it.Interpret the sentences in groups.Q: 1.The difficulties of international research.2.students talk about some cultures ,economic situations ,customs ,buying habits in different countries.P 3 Reading competition.Teacher interpret the sentences.Background :research services.Q: 1.conclude the meaning of the part.Discussion : If you want to begin a clothes shop in a city ,how to make a research plan.conclude the meaning of the part.teacher tells a story.students listen and interpret it.the topic : how coca-cola comes into foreign market.Three.Practical exercise 1.selling practce :

1.If your company attends a trade fair ,and there are two people from your company in the fair ,including a business director ,a sales clerk.Your products may be :car ,watch ,cup ,pen,computer ,clothes ,shoe,cap ,electronic dictionary etc.And a foreigner wants to buy 10,000 pieces ,please start a conversation.Requirement : 1.Each

group have a company name ,and write in on the blackboard.2.Each

group spends less than five minutes.3.The two people should talk with the customer 4.The company should make the most profit in the condition of customer’s satifaction.2.A customer in South Korea wants to buy 1000 red bags ,he thinks red ones have a good market in his country.But your company only has black ,so you try to pursade the customer to buy the black bags.In fact ,black is popular in Asian countries.And the price of each is costed $100 in present market ,and the cost is $60 in your company.Requirement :1.One student as a salesman ,the other as the customer.2.Try you best to get more profit.3.A customer named Jack from America comes to your company ,and complains the defects of the products ,he bought 1000 radios from your company last month.:1.the sound effect is not clear and loud enough 2.there is a shortage of fifty ones

If you are a director in business department, you and your colleagues come to the meeting room and discuss the problems with the customer.one of your colleagues from packaging department ,and one from producing department.The customer complains the problems.You should give the good resolution.you must satisfy the customer.the director in producing department should explain the problem about quality ,and the other one should explain the problem about the shortage ,and they should say sorry to the customer.At last your customer leaves with happiness.Pa 4 Read the text in five minutes.Translate the text in group.Q: 1.Speak difference from country to country in Eglish ? 2.discussion

How do you think of Chinese eating culture ? Pa 5: Read the text in five minutes.Translate the text in group.Q: 1.the positive side of internet 2.the negative side of internet pa 6 Read the text in five minutes.Translate the text in group.Q: What kind of information do you often get from internet ? Pa 7: Read the text in five minutes.Translate the text in group.Q:Do you want to do your business in internet in the future ?what kind of business do you want to do ?

Unit 3 notices

The tenth lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business letters.Reading: 1.to understand why marketing strategic planning is so important to an organization and how to make such a planning.2.to learn what market segmentation fefers to and the factors that might influcence the market segmentation.Teaching way : Let the students practise ,and make some discussion ,create some situations.Teaching Procedures:

I.Showing the teaching aims II.Revision Teacher ask some questions.III.leading in PASSAGE A

Keep the following things in mind : passage A marketing research 1.Read the words : 2.read the following passage :

企业需要不同种类的信息。这些

为了给顾客提供优质的服务以及提高其满意度，信息不仅可以帮助经理作出更好的决定，而且也可以作为重要的市场营销的工具。在现在的营销领域，企业的信息可以成为其竞争优势。竞争者可以复制其他人的设备，产品，程序，但是他们不能复制信息。

在以前，很多的公司规模比较小，都首先知道其客户。经理们通过观察周围的人，问其问题，可以得到一些信息。今天，一些因素导致产生了对更多，更好，更快信息的要求。有一些公司已经把规模做到全国，或全球，他们需要更大，更远市场的更多信息。由于收入的增加，客户的选择更多了，卖者需要更了解顾客对不同产品的反应的信息。由于企业会使用更负责的营销方法来达到目的，因此他们面对更多的竞争，他们需要信息来使得营销工具更有效。

市场经理可以通过很多途径来获得信息，其中一个重要的方法就是市场调查。市场调查是对该企业所面临的特别市场营销环境相关的资料进行系统设计，收集，分析，报告。市场调查存在于许多行为中，从潜在市场和市场份额研究到客户满意和购买行为的估计，对定价，产品，分销，宣传的研究。

一个企业可以通过自己的调查部门，依靠自己的研究技巧和资源进行市场调查工作，或者让外面公司做部分或全部的调查工作。尽管大部分的大型公司有自己的市场调查部门，他们也经常让外面的调查机构来做一些特别的研究或承担特别的任务。如果没有市场调查部门的公司必须向市场调查公司购买调查服务。市场调查的步骤：

1.阐述问题和市场调查的目的。

2.调查计划的起草：包括调查途径，联系方式，样品计划，调查使用工具等。3.执行计划：收集，加工，分析信息。

4.说明和报告调查的发现和线索。例如：

制氧机开发的市场调查

1.现在的学生学习压力大，负担重，经常会心力交瘁，而又强迫自己继续学习，对身体的健康有很大影响。另外，在重要的考试当中，往往会因为过度紧张或思考过度导致缺氧，状态不佳，而影响考试成绩。因此，本公司希望开发一种制氧机，可以让学生在疲劳时吸收足够的氧气，使人心旷神怡，减轻或消除疲劳。提高学习效率，有利于身体健康。在考试时也可以达到最佳心里状态，取得更好考试成绩。做市场调查的目的就是了解是否可以开发这块学生市场。

2.调查途径：谈话，发案卷，上网搜寻相关信息等。主要采取谈话法。谈话对象是中学生，地方为杭州各中学，人数每校10人。

3.执行计划的信息为：80%的学生赞同该产品开发，10%不赞同，剩下的不置可否。赞同的认为要方便，最多矿泉水那么大，要方便放置，方便携带。最好是插电和电池两用的。价格约200元左右。不赞同的认为自己学习疲劳会休息，不需要用这样的产品。

分析：该产品可以生产，先试投产10000个。4.略。

Unit 3 notices

The eleventh lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business letters.Reading: 1.to understand why marketing strategic planning is so important to an organization and how to make such a planning.2.to learn what market segmentation fefers to and the factors that might influcence the market segmentation.Teaching way :

Let the students practise ,and make some discussion ,create some situations.Teaching Procedures: I.Showing the teaching aims II.Revision Teacher ask some questions.III.passage a

Read the passage ,and then tell the general meaning one by one.then do the exercises in page 46,47.35 Exercise :

Oral english practise :

Self introduction

Unit 4 business reports

The twelveth lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business letters.Reading: 1.to understand why marketing strategic planning is so important to an organization and how to make such a planning.2.to learn what market segmentation fefers to and the factors that might influcence the market segmentation.Teaching way : Let the students practise ,and make some discussion ,create some situations.Teaching Procedures: I.Showing the teaching aims II.Revision Teacher ask some questions.III.unit four

business reports Read the situation one by one.Text :the business report

Students translate the title of the report.Terms of reference:read first ,then one translate it ,or one tell the general meaning.ricite some sentences.二.practical conversation : Travelling by air

ONE

A:中国东方航空公司，上午好。需要帮助吗？ B:我想订两张六月九日飞往北京的机票。

A: 请稍等。对不起，先生，六月九日没有直飞北京的航班。你必须在莫斯科转机。B: 那什么时候有到北京的直达航班？ A:第二天上午十点有一个班机从马德里起飞。B:好的，我要这个航班。

TWO A:先生，请问你们姓名。B:…….A:你需要头等舱还是经济舱？ B:经济舱，机票多少钱？

A 两张票一共2000美元，你们可以在拿票的时候付款。B:好的，谢谢。我下个星期三来拿票。A：可以，再见。B:再见。

A …先生，很高兴见到你。旅途还愉快吗？

B

….先生，很高兴见到你。我今天先找个宾馆，明天就想去贵公司看下，能否安排下？

A

好的，没问题。旅馆已经找好了。在长安路三十号北京宾馆。我们经理已经准备好了，一直等你的到来。

B

太谢谢了，你们考虑的太周到了。现在是下午六点。那让我们走吧。

One、recite some words Two、practical employment :

If you graduated from Jinhua Vocational College

.Then you want to find a job in the talents market.And one day ,you go to the market.And find some positions of a company.You are interested in one job.Then you enquire something about the job ,so the interview begins.Requirement : 1.Each group dispatchs one student to apply for one job.2.Each job hunter should speak English fluently.3.each job hunter should introduce himself/herself ,and answer some questions relate to the job.Employment

Lantian media organizations to become China's best integrated media experts, established in 1997, is headquartered in Beijing.The company is mainly involved in the field of IT business, communications, chemical, clients include multinational corporations and local international famous brands.We have Nearly 100 employees, and more than 90% from 4A advertising company and world famous enterprises.Humanity management is a solid foundation for the growth of our team and the high quality of our products is the principle of service to customers.As the rapid development of our company ,we need to employ some talents : 3.Business Assistant in Foreign Trading

Department.daily job :help the director to prepare documents ,deal with daily business matters , recept customers.Requirement : 1.)good oral english 2.)good communication skills ,good computer skills 3.)business techniques 4)Diligent, careful, honest, studious 2.Office clerk : daily job : answering telephone, processing information, the reception the guests, arranging meeting.Requirement : 1)good oral english.2)good communication skills ,good computer skills.3)careful , 3.English teacher

daily job : teach the other employees’english ,mainly the business english.Requirement : 1)good oral English.2)good teaching skills 3)be responsible to the job

蓝天公司传播机构致力成为中国最好的整合传播专家，成立于1997年，总部设在北京。公司主要业务领域涉及IT、通讯、日化,客户包括跨国公司及本土国际化知名品牌。目前企业有员工近百人，90%以上来自4A广告公司与国际知名企业。人性化管理是我们团队稳固成长的基础、产品质量卓越是我们服务于客户的原则。

Three

Unit 4 business reports

The thirteenth lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business letters.Reading: 1.to understand why marketing strategic planning is so important to an organization and how to make such a planning.2.to learn what market segmentation fefers to and the factors that might influcence the market segmentation.Teaching way : Let the students practise ,and make some discussion ,create some situations.Teaching Procedures: I.Showing the teaching aims Employment : One.Introduce yourself : Two.Read a paragraph Three :Translation:

Thank you for your letter of 20 January 2004.We are disappointed to hear that our price for cigarette lighters is too high.We have known that our goods had damaged in shipment.That a great deal ,we must try our best to satisy our customers.Marketing is very impront to a business.Four.Answer questions.If you are a businessman ,how to develop your customers.Unit four One.Translation

1.起草一个报告

2.代表我 3.2008年9月4日的来信 4.支付条款

5.相关的信息

6.向你做真诚的道歉。7.look into the matter

8.take measures

9.concept of market 10.core marketing function 11.keep the promises 12.make efforts to

Two.Reading competition 1.This is to introduce Mr.Frank Jones, our new marketing specialist who will be in London

from April 5 to mid April on business.We shall appreciate any help you can give Mr.Jones.Yours faithfully 2.Dear Mr./ Ms，We are pleased to introduce Mr.Wang You, our import manager of Textiles Department.Mr.Wang is spending three weeks in your city to develop our business with chief manufactures and to make purchases of decorative fabrics for the coming season.We shall be most grateful if you will introduce him to reliable manufacturers and give him any help or advice he may need.Yours faithfully Three.translation :

1.尊敬的先生/小姐，现向您推荐我们的市场专家弗兰克·琼斯先生。他将因公务在四月15日到四月中旬期间停留伦敦。

我们将非常感谢您向琼斯先生提供的任何帮助。

您诚挚的

2.尊敬的先生/小姐，我们非常高兴向您介绍我们纺织部的进口经理王有先生。王先生将在你市度过三周，他要与主要的生产厂家拓展商务并为下一季度采购装饰织品。

如能介绍他给可靠的生产厂家，向他提供所需的任何帮助或建议，我们将不胜感谢。

您诚挚的

Four.english topic : 1.Homework: Page 58:2.3

Exercise : One.Interpretation

Two.translation :

Unit four

1.You are an employee of TAIDA electronic company.2.I would like to attend the international fair in GuangZhou next month.3.International demand for these products seemed to be up and this might be a good year for your company to develop your business globally.4.Will you please draft a reply for me to this letter on my behalf ,tell them our products are out of stock.5.I am writing to order 3000of your caps at your advertised price of $ 2 each.Three.Asking questions : Requirement :the student who are called by teacher ask the other any question with an except of personal secret.If any one failed ,his or her number will be written on the blackboard.and there will be a little punishment.the punishment will be dicided by the class.Unit 5 leaflets

The fourteenth lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing business leaflets

2.to understand and use language in order to be striking..Reading: 1.to understand what product refers to and different types of products.2.to learn how the price affects cosumer’s buying decision and how the price should be set.42 Teaching way : Let the students practise ,and make some discussion ,create some situations.Teaching Procedures: I.Showing the teaching aims II.Revision answer the following questions :please point out what type of decision making do the following decision makings belong to ?

1.buying an apartment 2.buying skirts

3.buying a soap 4.buying a leather belt

5.buying a drink 6.buying a washing machine

7.buying a basketball III.teaching process : One.read the new words.Writing activity : 1.introduction :student completes.2.steps for writing a leaflet.students complets.3.practice one : read in groups.translate in groups.4.practice

There is a new film ,the name is :san guo yan yi.you need write a leaflet.Answer questions : 1.what is your routine job when you work in MeiCheng town primary

school ? 2.what is your option ,when you have two choices ,one is a primary school teacher ,the other is an secretary in a trading company ?and why ? 3.how do you think of self –esteem ? 4.what kind of capability do you have ? Reading activity :

exercises : page 70:5.43 One.outline the words.Two.words and expressions Make sentences: 1)太晚回去不方便。

2)这种产品在市场上好卖。3)他是一个职业经理人。

4)这是一个有着良好声誉的公司。5)总统应该由全民选举。Three Text : Reading.Questions : 1.conclude the idea of part 1? 2.what are two kinds of products we know? 3.are all the things in the world products? 4.what is the meaning of the last sentence ? outline the words and expressions.make sentences :refer to :school

Unit 4 business reports

The fifteenth lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing business letters.2.to understand and use language related to business letters.Reading: 1.to understand why marketing strategic planning is so important to an organization and how to make such a planning.2.to learn what market segmentation fefers to and the factors that might influcence the market segmentation.Teaching way : Let the students practise ,and make some discussion ,create some situations.Teaching Procedures: I.Showing the teaching aims II.Revision 8.the use of leaflet: 1).it is about a sales or a bargain

2)it is about legal rights and rules 3)it is about person’s responsibility 9.what is the rule of a leaflet : 1)easily to read 2)eye catching

3)address,date ,phone ,contacting person 4)slogan,figures,not full sentence , III.Writing activity:leaflets 1.students teaching : teacher point out the mistakes and merits of teaching.2.steps for writing leaflets

1)layout The rule : Easy to read ,eye catcing ,contain an address and a date

2)indentify the relevant information and present it in a suitable order.3)Write the letter Pay attention : a.full sentences are not necessary

b.slogans may be useful for pursuading

c.figures are also used to give information briefly and clearly 5)Check your work by considering the following points.a.layout(is your layout proper)b.information(have you collected all the relevant information and made it up logically)c.language and tone(are your language and tone appopriate.)d.spelling ,grammar and punctuation(have you checked your spelling ,grammar and punctuation)1.practice three

1)studnets read the situation ,then translate the meaning of the text.1)teacher points out some phrases.3)students read the text ,then ask some students read.4)then a student explains the meaning.pay attention to the important phrases.46 Ⅳ.passage a product Read the new words.Paragraph one : Students read ,then translate the meaning.Teacher ask :the two classes of products.V.exercise : Page 75,3,4

Unit

Unit 6 lists

The sixteenth lesson

Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing lists.2.to understand and use language related to lists.Reading: 1.to learn the advertising objectives and the major types of advertising media..2.to learn the definition of personal selling ,its process,advantages and disadvangages.Teaching way : Let the students practise ,and make some discussion ,create some situations.Teaching Procedures: I.Showing the teaching aims II.comunication : 1)what is your felling of practice ? 2)what did you learn from the practice ? III.Writing activity:lists

Introduction

1.students read the paragraph

2.teacher asks : what is a list ? Under what circumstances do you use a list ? Layout

Students reads ,ask one student speak the layout.47 Indentify the relevant information and present it in a suitable order.Write the list

Language in lists should be short ,brief ,and to the point.Check your work by considering the following points.a.layout(is your layout proper)b.information(have you collected all the relevant information and made it up logically)c.language and tone(are your language and tone appopriate.)d.spelling ,grammar and punctuation(have you checked your spelling ,grammar and punctuation)practice one paragraph one

teacher asks a question : why some companies in developed countries move to the other developing countries ? paragraph two

phrases :as well as :make a sentence paragraph two

students read the paragraph ,translate the meaning one by one.teacher asks : if your company meets a low cost competition ,what kind of steps should you take ? phrases :a range of stragegies , paragraph three phrase :weak point teacher asks : what is the strong point of japanese companies ? passage a

reads the new words : teacher tests the students.advertising development teacher asks : what is the advertising development?what factors cause advertising development? Advertising objectives Discussion : What is the objectives of ads?

Unit 6 lists

The eighteenth lesson Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing lists.2.to understand and use language related to lists.Reading: 1.to learn the advertising objectives and the major types of advertising media..2.to learn the definition of personal selling ,its process,advantages and disadvangages.Teaching way : Let the students practise ,and make some discussion ,create some situations.Teaching Procedures: I.Showing the teaching aims II.comunication : III.Introduction

Teacher asks questions : 1.What is a list ? 2.What kind of advertisement you have watched before attracted you deeply ? Types of advertising media : Merits and shortcomings Public service advertising

Who organizes the public ads? Organize advertising yourself and use an advertising agency Teacher ask :

If your company sells caps ,what kind of media should you choose ?and what is the reason ? Debate : Ads has advantages in modern society ,ads has disadvantages in modern society Exercise : Page 95

Unit 6 lists

The nineteenth lesson Properties: Recorder,multifunctional media , Teaching Objectives: Writing: 1.to Practise writing lists.2.to understand and use language related to lists.Reading: 1.to learn the advertising objectives and the major types of advertising media..2.to learn the definition of personal selling ,its process,advantages and disadvangages.Teaching way : Let the students practise ,and make some discussion ,create some situations.Teaching Procedures: I.Showing the teaching aims II.comunication : III.Introduction

Teacher asks questions : 1.how many tpyes of ads media do you know ? 2.if the customer is the college student,which kind of advertisement media would you choose ?why ? Types of advertising media : Merits and shortcomings Public service advertising

Who organizes the public ads? Organize advertising yourself and use an advertising agency

第三篇：商务英语教案1

《商务英语写作》教学大纲

一、课程性质、任务和基本要求

1．课程性质

《商务英语写作》是商务英语专业的专业核心课程，也是文秘、国贸等涉外专业的重要选修课程，旨在培养学生英语五项技能中的英语写作能力。此课程涵盖了商务英语基本写作类型、写作规范、写作格式和写作方法，课程内容与现实商务生活紧密结合，既提供各种实例，又设计了一体化的实训，训练学生用英语有条理地组织商务信息，起草规范得体、条理清晰的商务文书，合理利用商务交流中的礼节和技巧，建立有效的商务沟通。

2．课程任务

开设本课程旨在使学生对商务情景中最常见和最常用的各种应用文的用途及格式有一个总的了解，使其不仅能熟悉商务文体的各种惯用英文表达法，而且能广泛增加有关商务知识，并在模拟及实景中运用这些知识进行商务交际。

3．基本要求：

充分利用教材中的商务材料以及老师所给的案例，并结合所学商务知识，与现实商务活动进行多种形式的联系，提高学生对各种商务写作材料的准确理解和把握。经过反复学习、模仿和套用，掌握商务应用文的书写规律和方法，逐渐学会撰写各类商务应用文，力求语言正确，表达得体，在实际操作中活学活用。

二、教学目标：

1．课程能力目标：

（1）能够根据招聘广告并结合个人实际情况，熟练撰写英语求职信、应聘信、求职追踪信和个人简历等求职类文书

（2）能够运用商务交际中的礼节和技巧，撰写英语邀请函、感谢信、祝贺信等常见社交类文书

三、课程内容

英语求职类文书

[教学重点]

能够撰写英语求职类文书

[教学内容]

1．英文求职信 2．个人简历 3．面试

英语社交类文书

[教学重点]

能够撰写英语社交类文书

[教学内容]

1．邀请函 2．感谢信 3．祝贺信 4.电子邮件

[教学重点]

能够撰写英语事务类文书

[教学内容]

1．启事与通知 2．备忘录 3．商务报告 4.会议纪要 5.商务会议

[教学重点]

能够撰写英语宣传类文书

[教学内容]

1．名片 2．简章

3．商品使用说明书 4.推销函 5.交易会

英语事务类文书

英语宣传类文书

英语经济类文书 [教学重点]

能够撰写英语经济类文书

[教学内容]

1．询盘与回复 2．报盘与还盘 3．订单与合同

（3）能够规范地起草英语启示、通知、备忘录、商务报告、会议纪要等常用公务文书（4）能够比较规范地撰写英语名片、简章、商品使用说明书、推销函等主要商务宣传文书

（5）能够正确、得体地处理询盘信、发盘信、还盘信、订单与合同等常规外贸商务函电。

2．课程知识目标

（1）掌握英文求职信、应聘信和个人简历的基本格式和主要内容；（2）了解英文书信的基本格式和不同书信类型的写作特点；

（3）掌握英文启示、通知、备忘录、商务报告、会议纪要等常用公务文书的格式和要素；

（4）明确英文名片、简章，商品使用说明书、推销函等主要商务宣传文体的特点；（5）了解询盘信、发盘信、还盘信、订单与合同等英文商务函电的格式与往来中涉及的外贸术语。

3．课程素质目标：

各项目锻炼同学们交流、合作、竞争、分析、总结、演讲、答辩等方面的素质。

课程发展的主要历史沿革

为了适应对外经贸发展的需要，为了培养复合型人才，高等院校相继开设了诸如商务英语、科技英语等实用性和应用性很强的课程。外经贸英语应用文是一门传统性专业课程。近年来，我国外经贸事业蓬勃发展，对外经济贸易交流交往的数量和范围都有了很大增加。所以，对外书面交流交往就不能仅仅局限在外经贸函电这个狭小范围里。同时，随着通讯交流方式方法的现代化，诸如电报电传等传统通讯方式已经被淘汰，取而代之的则是传真、电子邮件等。为了适应时代和市场发展的需要，从外经贸英语函电或外经贸英语应用文这种传统课程，就发展而来并广泛开设了《商务英语写作》课程。《商务英语写作》课程是商务英语专业必修课和主干课，在复合型人才的培养中占有极其重要的位置，因为写作技能是现代商业社会对商务专业人才的基本素质要求。



第四篇：商务英语教案Unit 13a Production

BEC Preliminary

Unit 13a Production Objectives: To enable Ss to talk about production processes and problems at work

To practise listening for specific information

To review the passive Important points：Ss listen to a telephone call about arranging a marketing conference and answer true/false questions before filling in a form.Difficult points：Ss scan advertisements about three conference venues for specific

information

Materials needed: Cassette-Pass Cambridge BEC Preliminary

I.Teaching Procedure

Listening 1

Ss order the stages of the baguette making process before listening to the Production Manager to check the order.Ss then listen again and label the machinery in the bakery.Speaking

Ss say what happens at each of the machines in the production line.Language focus

Ss review the passive.Vocabulary

Ss match verbs and nouns taken from the typescript.Ss think of another noun to go with each verb.Speaking

Ss describe a process using as many verbs as possible.II.Language Points 要点解析（听力1 录音文字稿）

1． They’re weighed and fed automatically into mixers.用料称好重量之后，被自动送入搅拌机中。

2． To increase the shelf-life of the baguettes.以延长面包的保存期。

3． … the dough enters the first prove for ten minutes.生面团进入第一个发酵机，在那里放上十分钟。Prove 为动词 prove(发酵)的名词形式，此意指用来发酵面团的机器。

4． You have to let it stand for a while so the yeast can react before you form it.让面团流在那里一段时间，让酵母发酵后再制成面包。动词 stand 的意思是处于某种状态；react 的意思是：起作用，反应。5． This is called proving.这个阶段叫做发酵。

6． The prove stage is very Important.If the bread doesn’t prove properly, you can’t bake it.发酵阶段很重要，如果面包发的不好，烤出来的面包就不好。

III.Grammar 要点解析

英语动词有两种语态：主动态和被动态。主动态表示主语是动作的执行者，被动态表示主语是动作的承受者。被动态是由助动词（be）的一定形式＋及物动词的－ed分词构成。以I/ask 为例，谓语动词的被动语态形式有：

BEC Preliminary

一般现在时

I am asked

一般过去时

I was asked 一般将来时

I will be asked

过去将来时

I would be asked 现在进行时

I am being asked 过去进行时

I was being asked 现在完成时

I have been asked

过去完成时

I had been asked 被动语态主要用于以下几种情况：

1． 不知道或没有必要知道动作的执行者是谁，例如：The books are written for children.这些书是为儿童写的。2． 动作的承受者是谈话的中心（这时可带有by引起的短语），例如：The letter is written by the manager.这封信是由经理写的。3． 出于礼貌措辞婉转等方面的考虑，不愿说出动作的执行者是谁，例如：You are asked to give a presentation.请你介绍情况。

4.当动作执行者不是别人时，例如：The house was damaged by the store.房子被暴雨毁坏了。

problems

Listening 2

Ss work in pairs and decide which type of problems would be most common at the bakery.Ss then listen to the Production Manager and check their answers.Ss listen again and complete sentences halves with when and if.Language focus

Ss review the difference between when and if.Ss match sentence halves and complete them with whenlif.Grammar 要点解析

一个人如果说when 则肯定某事将发生。一个人如果if, 则不能肯定某事是否会发生。试比较：

1． I’ll see you at Christmas when we’re all at Sally’s place.我们圣诞节时全都在萨利处聚会，那时我会见到你。（我们肯定会在萨利处）

2.I’ll see you August if I come to New York.如果我到纽约，8月份我会去见你。（也许我能来纽约，也许不能）

Self-study

Language focus

Transformation exercise(passive).Writing

Describing a process(from a flow chart).Vocabulary

Word fields(machines / processes).Exam practice

Memo writing(Writing Test Part 1).Homework Review what has been learned

BEC Preliminary

第五篇：《大学英语》book1 译文

Unit

1前些日子，我接到一位同事的电话，问我是否愿意做仲裁人，为一道考题评分。这是一道物理题，同事打算给一个学生打零分。这位同学却坚持认为自己在该问题上的回答表现出色，应该得满分。他深信，如果评分制度不与学生作对，那他就应该得满分。结果同事便来找我定夺。

来到同事办公室，我阅读了这道考题。其内容为：说明借助气压计测量大楼高度的可能方法。那位同学的答案是：“将气压计带到楼顶，系一根长绳。用绳子把气压计从楼顶送至楼下的大街上，再将绳子拉上来，测其长度。绳子的长度便是大楼的高度。”我的态度是，该生回答得既完整又正确，应该得满分。可问题在于，这种回答无法反映该生所掌握的物理知识。为了证明他是个合格的学生，我提议，再给他一次回答这一问题的机会。同事表示同意，对此我并不感到意外。那位同学竟然也表示同意，这倒真有些出人意料。我给这位同学六分钟时间回答问题，并提醒他，答案必须反映出一定的物理知识。

五分钟过去了，他只字未写。我问他是否打算放弃，他回答无此念头，而且告诉我这道题有很多答案，他实际上是在考虑哪个答案最好。我为自己上前打搅他表示抱歉，并请他继续答题。在随后的一分钟里，他迅速写出了答案，内容如下：“将气压计带到楼顶。把气压计扔下楼，用秒表计时。然后用S = 1/2 gt 2这个公式，计算大楼的高度。”此时，我问那位同事是否愿意放弃。他放弃了，而我给这位同学几乎打了满分。

离开同事办公室时，我想起那位同学说过他还有其他解答方法，便问他还有哪些方法。他答道：“是呀，有很多种借助气压计测量大楼高度的方法。比如说，你可以在阳光明媚的时候把气压计带出去，先测量气压计的高度及其影子的长度，再测出大楼影子的长度，然后利用单比例关系，就能计算出大楼的高度。”“真不错，”我说道，“还有其他方法吗？”“有啊，”他说，“有一种最基本的测量方法，你一定会喜欢。这种方法需要你带着气压计去爬楼梯，一边上楼，一边沿着墙壁按气压计的高度做记号，然后数数做了多少个记号，就知道大楼的高度是多少个气压计的单位高度了。这是很直接的方法。”“也许最好的解决办法，”他说，“就是带着气压计到地下室去敲大楼管理员的门。管理员开门后，你就这样说：'管理员先生，我这里有个精美的气压计。如果你告诉我这座大楼的高度，我就把它送给你。'”此时，我问这位学生是否真的不知道这道考题的通常答案。他承认自己知道答案。不过他说，他烦透了高中老师和大学老师。他们总是教他如何思考，如何使用“科学方法”，如何以书呆子的方式探索学科的内在逻辑，但却从没教过他如何创造性地解决问题。就是因为考虑到这种情况，他决定以佯扮傻瓜的方式，宣泄心中的不满。

Unit

2大学毕业一年后，我便与女友分手，并告别了东海岸，只身来到圣迭戈，攻读加州大学戏剧学硕士。在圣迭戈，我举目无亲，心里甚为不安---就连身边的大海也恍如隔世，变得十分陌生。

当时我可谓身无分文，好在谋得了“美国电影戏剧”课的助教工作。这门课程很火爆，一下子吸引了120名学生。他们既可以欣赏电影，又可以拿到学分，两全其美，何乐而不为。此前，我从未教过书。一想到满屋子好奇的目光，心里就打鼓。我手中仅有的救命稻草不过是发给每位助教的授课指南---一本薄薄的绿皮儿小册子，里面全是各种规章制度，从点名到批卷儿，包罗万象，惟独没讲如何传道授业，如何激发学生进行思考。

第一节课的那个早晨，我一边魂不守舍地想像着学生们的模样，一边刮脸，竟刮伤三处。我毕竟只有24岁啊！自己都感觉太年轻了，哪儿有一丝教师的威慑力。可是后来的事实却证明，恰恰是我的年轻使我和学生们交流得更加融洽。课堂上充满了幽默的笑话和踊跃的讨论，有时还不乏一些富有哲理的思辨。有些学生对课程内容及课堂讨论十分感兴趣，渐渐地我和他们交上了朋友。这份工作我惟一不喜欢的地方就是答疑时间---我得坐在自己那间窄小的办公室里等着学生前来，寻求额外帮助。可是却总没有学生来。

后来，丽萨开始频频造访。她是班上的学习尖子，因此她到我这儿当然不是为了学业上的辅导，而是来闲聊的。我们海阔天空地聊到电影、性感的影星，还有“圣迭戈冲锋者”橄榄球队。她使我感觉到自己无所不晓、无所不通。从此，我开始期待答疑时间，因为只有和丽萨在一起，我才感到自己似乎已经适应了加州生活。我开始考虑约她出去。

丽萨也开始把自己的电话号码留在作业上。当她再度敲开我办公室的大门时，脸上露出一丝咄咄逼人的神色，好像在问：“你能行吗？”我尽力表现出矜持，掩饰内心的渴望。一天下午，她身穿一套紧身潜水衣出现在我面前，说：“海浪上来了，想不想去冲浪？”我说想去，可我不会冲浪。她离开后，我咒骂自己竟放走了这样一个与她共处的大好机会。

当天晚上，我给丽萨拨了得有十遍电话，可后来还是有一种力量使我放下了听筒，不光是因为我紧张，我想还因为我深知教师约会学生有点儿不大对头。我决定查一查那本绿皮儿授课指南，看看就这方面有什么规定。师生恋那一款明确指出这种关系必须要严格禁止，并列出了三条原因：（1）如果助教对某个学生明确表达好感，那么该生就会担心自己若是对这种示爱毫无反应便可能对自己不利，从而陷入两难的境地。(2）这种关系使助教几乎不可能对所有的学生做出客观公正的评价。（3）这种关系不可避免地使助教失去学生们的尊敬。

我逐一地排除这些原因，试图找出它们不适合我的地方，比如，是丽萨对我感兴趣，而并非我主动出击；对于给学生的客观评价，我在批阅论文或试卷时从来都把上面的姓名盖住，再将其编号，以确保自己所打的分数不偏不倚。可那第三条原因我却怎么也挥之不去，设身处地地想想，如果我是个学生，又得知自己的助教与一个同学关系暧昧，那么不管我多么喜欢这位教师，也会认为他是个为人所不齿的花花公子。我会坚信他利用自己的职权勾引了那个学生，而且毫无疑问，考试时他会偏心地给她打高分或者在考试前向她透露机密。

一想到我的学生们会把我看成一个无耻之徒，我就心神不宁。学生敬我为师比起渴望和丽萨约会更加重要。于是，我决定等学期结束时再约她出去。

我把期末成绩上交给校方后，马上就跑去给丽萨打电话。我们一起出去看了电影，而后没有退场，接着又看了一部。再后来就去喝点儿东西，其间，一切都那么平淡无奇，爱的欲望已烟消云散。其实确切地说，我的感情还在，只是她的兴趣全都随着我上交的记分册“上交”了。我满腹失望甚至哀伤，但并没有感到意外。毕竟，在她眼里，我已不再是那位学识渊博的助教了，而只是一个年龄稍长又不会冲浪的家伙。

Unit

3约翰·布兰彻从长椅上站起来，整理了一下军服，仔细观察着中央地铁站熙熙攘攘的人

流。他在寻找着那个与他心有灵犀但却从未谋面的女郎，那个戴着一朵玫瑰的女郎。

他对她产生兴趣是在13个月前做毕业设计的时候，在佛罗里达大学图书馆，他被书架上拿下的一本书深深吸引了。并不是因为上面的文字，而是页边用铅笔做的注解。那温柔的字体反映出那是一个聪慧的灵魂和富有远见的头脑。在书的扉页上他发现了前拥有者的名字，荷利丝·梅耐尔小姐。通过一段时间的努力他终于找到了她的地址，她住在纽约市。布兰彻给她写了一封信还邀请她回信，但还没等到他接到回信，就被派到伊拉克的海湾战场上去了。

随后的一年又一个月，两个人在鸿雁往来中互相了解了对方。每一封信都在互相渴望的心中播下了浪漫的种子并生根发芽。布兰彻向她要一张照片但是她拒绝了，她觉得如果他真的喜欢她是不会在乎她的长相的。在他从伊拉克返回的当天，他们定下了第一次约会---晚上7点钟在纽约的中央地铁站。“你会认出我的，”她在信中说，“我会在衣领上别一朵玫瑰花。”所以那天7点钟在地铁站，他在等一个从未谋面但早已令他心仪已久的女孩。

让布兰彻先生告诉你那天发生了什么了吧:

一个身材苗条的姑娘向我走来。一头金发自然卷曲在小巧的耳朵后；眼睛像花一样蓝，她的嘴唇和下巴柔美而棱角分明，身着浅绿色的套装，就好像春天一样。我快步走向她，完全忘记注意她根本没别什么玫瑰花。看见我向她走去，她嘴角露出诱人的微笑。“想干嘛，水手？”她低声说。几乎无法控制自己，我向她走近了一步，然后就看见了真正的荷利丝小姐。她就站在那个女孩的身后：一个年过四旬的中年妇女，灰白的头发裹在一顶旧帽子里，身材微胖，低跟鞋中露出臃肿的脚踝......穿绿套装的那个姑娘很快离开了。我觉得自己好像被撕裂了，随她而去的愿望是如此强烈，对这个成为我精神知己的女人的渴望也是如此深！而且她站在那儿！她苍白丰满的面庞流露出温柔和睿智，灰色的眼睛里闪着柔和的光芒。

我没有犹豫，抓紧了那本用来识别我的蓝色皮面的小旧书。这不会是爱，但值得珍惜，甚至比爱情更好，一段我曾经而且将来也必须感谢的友谊。我立正敬礼并把那本书递给那个女士，尽管我开口说话的时候失望的苦涩哽住了喉咙。“我是约翰·布兰彻中尉，你一定是梅耐尔小姐，很高兴在这里见到你。我能请你去吃饭吗？”那位女士脸上露出宽容的笑容。“我不知道这一切到底是怎么回事，孩子，”她回答，“但那个刚过去穿绿衣服的女孩请求我把这朵玫瑰别在衣服上，还说如果你邀请我去吃饭，就让我告诉你她在街对面的那家大餐厅等着你。她说这是一个什么考验！”

我们不难想像布兰彻先生听到这些话以后的反应，他也许是飞奔进那家餐厅的。同时我们也不得不钦佩梅耐尔小姐的智慧。尽管我们都期待生活中会有美好的事情，但生活给与我们的东西不会永远都令我们满意。生活中会有很多困难、挫折，甚至是绝望，不仅让我们承受肉体或精神上的痛苦，而且也会考验我们的道德水准。对我们个人来说面对这些考验，道德标准是被提高了还是降低了始终都会是一个问题，特别是碰到需要当时就做出但却十分重要的决定的时候。

梅耐尔小姐明白一个人的真心只有通过他对平庸的反应才能看得出来，布兰彻先生在考验中获得了满分。很少有人会怀疑这样的一个浪漫故事不会有一个美满的结局，因为他们对爱情的看法是那么的一致。这很好地证明了法国作家乌赛的话，“告诉我你爱的是什么样的人我就知道你是什么人。”

Unit

5我们人类的成长过程与龙虾格外相似：先长出一层坚硬的保护甲，继而将其蜕去，周而复始。每次，龙虾的肉身在保护甲中得以发育，之后甲壳蜕去，其间肉身毫无遮拦，不堪一击，直到最终长出新的盔甲，取代旧壳。

同样，每当我们人类步入人生的新阶段，都要甩掉旧的护甲，变得毫无遮拦，十分脆弱---但还要长出新的甲衣来适应社会生活的新要求。这个过程耗时数年甚至更久。可是，在告别这个过程之后，我们步入一个较之先前更长久、更稳定的时期，在此时期，我们可以企盼得到相对平和的心态，也会重新恢复平衡的感觉。我们飞出父母的温暖爱巢，坚信自己已经长大成人，再也不需要童年时期的呵护。但是很快我们就意识到，把梦想变为具体的目标并不能让我们一劳永逸地获得自立。我们必须建立新的人际关系，适应新环境。这个过程就算没有痛苦，也够意味深长的。当新的人生阶段构建起来时，我们又要准备走入下一个时期。成长之路如此这般，周而复始。

现在我们就来关注一下成长过程中的两个重要阶段。它们标志着从充满梦幻的青春期到进一步成熟的成人期必然要经历的关键时刻。

第一个阶段被称为“连根拔起”时期，是我们成长过程中急于独立与让自我得到他人认可的阶段。

18岁之前，我们的口号响亮而清晰：“我要离开父母。”但是说归说，做归做，口号几乎无法付诸行动。总体上我们还是家庭中牢固的一分子，是父母的掌上明珠。就算是在住校时，或到军营参加军训时，也是如此。可18岁过后，我们就开始迫不及待地要把自己的根拔离家庭的土壤。通常，上大学、服兵役以及短期出游都像是社会为我们提供的交通工具，载着我们踏上第一轮往返于家庭与自己大本营之间的路途。尽管会遭到家人强烈的反对，我们还是试图将自己的世界观和家人的世界观划清界限，“我非常清楚自己想要什么！”我们追寻着任何所谓属于自己的信仰，并检验着它们。在这个过程中，我们迷恋上了时尚、超级明星和摇滚乐，而这一切对于我们的父母来说简直如天方夜谭，神秘而难以接受。

无论我们何等信心十足地努力成为真正的世界成员，可心中到底放不下那份担忧，生怕自己其实还是孩子，无法自立。掩饰这份忧虑的做法便是一笑置之，当它是垃圾。为了找到能够取代父母的同盟者，我们把目光转向了同龄人。他们成了我们志同道合的伙伴，完全替代了家人。但这种关系却不能长久维持，一旦背弃了“咱们圈内”那些十分模糊的理想，他们就会被当成叛徒排挤出去。因此，18岁到22岁之间的青年重新回归家庭怀抱是很常见的。

上述人生阶段将我们定位成一个同龄人群体角色，一个性成熟角色，并且有着一份期望中的职业，一种意识形态和一套世界观。因而，我们准备采取行动，离家闯荡，从而重新确立自己的角色，并在情感上开始脱离家庭。

这段飞快成长并充满疾风暴雨的青春旅途，会促使我们正常步入成年期。如果在这个阶段没有经历过身份危机，那么该危机一定会在今后的过渡时期爆发，到那时我们遭受的痛苦会更彻骨，更加难以忍受。

第二个成长阶段我们称之为“跃跃欲试的二十多岁”。

在这一时期，青年人的主要问题便是何以立足于成人世界。我们关注的焦点不再是青春期后期内心的不安---比如“我是谁？”“真理是什么？”---现在我们全身心地为实现事业的目标而奋斗。“我该怎样实现满腔抱负？”“怎样着手才最有效？”“我该朝着哪个方向发展？”“谁能助我一臂之力？”“别人是怎么成功的？”

在这个较之先前为时更久也相对更稳定的时期，人生的任务既巨大又激动人心：塑造一个梦想，一个激发精力、活力和希望的梦想；为宏图伟业做好准备；如果有可能还要寻觅一位良师益友；培养交友能力，同时还不能失落已经树立起来的自我。

二十多岁的时候，担负起责任是我们共同的主题。我们“应该”负起什么样的责任主要是由家庭示范、社会习俗或同龄人中的榜样来确定的。如果社会上流行文化认为人们应该结婚、建立家庭，那么一个核心家庭就会应运而生。相反，如果同龄人都坚持认为走自己的路，那么一个25岁的青年便会到微软求职，希望在没有家庭义务的羁绊下，自己能步步高升，荣任微软的首席执行官。

二十多岁的人往往觉得自己做出的诸多选择是不可更改的。其实这种担心是没有根据的。改变选择也不是不可以，而且对有些先前选择的变更也是无法避免的。这一时期总是有两种动力在发挥作用。动力之一是通过按部就班、安安稳稳地承担各种义务而为将来打造一个牢靠的基础。然而一旦甘愿滑入这种现成的生活方式，就有可能永远把自己约束起来，锁定在一个狭窄的圈子里。动力之二是不断地探索、尝试新事物，将生活中的每一段道路都变成尝试之路，使之可以随时逆转、变更。如果做得极端一点儿，这样的青年人就会不断地变换尝试性的工作和尝试性的人际关系，将20岁之后的整个十年都投入到这种高度动荡之中。

虽然二十多岁时的诸多选择可以更改，但这些选择还是启动了一种生活模式。有人走上了稳妥的既定之路，有人选择了闯荡，还有人担负起照料家庭的责任，如此这般，不一而足。这些生活模式很大程度上决定了不同人生阶段不同的人所面临的特定问题。

二十多岁的青年人都有挥之不去的梦想，并且深信这些梦想定能实现。这个时期，大家通常坚信自己的选择就是人生正确的航线。假如有人告诉这些青年，说他们并非不像自己的父母，说他们20年所受的家庭熏陶反映在了他们当前的行为态度上，那么他们就会斩钉截铁地回答：“不。”他们的口号是：“我绝不是那样的，我是家庭的异类。”