《步入商界》講義Unit10課件

1、常州大學(xué)院教案 第 6 次 2 學(xué)時(shí) 上課時(shí)間 第6周 教案完成時(shí)間 2013年 暑假課題（章節(jié)）Unit 9 Explaining How Something Works 教學(xué)目的與要求：1. Describing processes;2. Giving instructions ;3. Explaining the feasibility study.教學(xué)重點(diǎn)和難點(diǎn)Help students to1. know how to describe processes.2. learn how to give instructions. 3. grasp useful words and exp

2、ressions.教學(xué)方法及師生互動(dòng)設(shè)計(jì)：1. Warm-up activities.2. Listening practice on the basis of the questions in the textbook.3. Ask students to make discussion about the topic in Talking Points.課堂練習(xí)1. Watch the video, then complete the summary.2. After finish the video, answer the questions in each part.3. Discus

3、s the topics concerning describing processes. Then illustrate the viewpoints in each group.本次課教學(xué)小結(jié)：Lesson 9 Explaining How Something Works (第九課 解釋他們是怎么工作的)DESCRIBING PROCESSES 描述過程GIVING INSTRUCTIONS 進(jìn)行操作說明EXPLAINING THE FEASIBILITY STUDY 闡明可行性研究In this unit.Derek explains how Big Boss works.Mr. Won

4、g looks at some old toys.Edward explains the feasibility study for"Friendly Fish".CLIVE HARRIS: Can I get you a cup of tea or something? 克萊夫哈里斯：給你拿杯咖啡或別的? MS WONG: No, thanks, Im fine. 黃女士：No， 謝謝， 不用了。 CLIVE HARRIS: Please have a seat. Well, Sally, youve seen the company. Youve seen our pr

5、oducts. What do you think?克萊夫哈里斯：請(qǐng)坐。薩利，你參觀了公司，也見過了我們的產(chǎn)品。你認(rèn)為怎么樣?MS WONG: You have a wide product range, but theyre all dependent on the same chip technology. I think we may be able to supply you with some of the necessary circuitry .but, of course, we need to speak further about this.黃女士：你們的產(chǎn)品樣式很多，但都

6、依賴同樣的芯片技術(shù)。我認(rèn)為，我們可以為你提供必要的電路元件當(dāng)然，我們還要就此再深入交談。CLIVE HARRIS: Well, thanks for coming in. 克萊夫哈里斯：噢，謝謝你的來訪。 MS WONG: It has been most interesting. 黃女士：這次參觀很有意思。 DEREK JONES: This is the latest prototype. 德里克瓊斯：這是最新的模型。 PHIL WATSON: How does it work? 菲爾沃森：怎么用？ DEREK JONES: Say something to the boss. 德里克瓊斯

7、：對(duì)“大老板”隨便說點(diǎn)什么。 PHIL WATSON: Like what? 菲爾沃森：比如? DEREK JONES: Anything. Theres a microphone in Bosss ear, and it will recognise certain commands. It records what you say and stores it. When it hears the trigger word, it plays it back.德里克瓊斯：什么都行。 “大老板”的耳朵里有個(gè)麥克風(fēng)，它可以識(shí)別某些指令。它會(huì)錄下你講的內(nèi)容，并保存起來。在聽到觸發(fā)字后，就會(huì)播放出來

8、。PHIL WATSON: Im sorry, could you repeat that? I dont understand what you mean by trigger word.菲爾沃森：對(duì)不起，能再說一遍嗎？我不太明白觸發(fā)字的意思。DEREK JONES: Okay, Ill try to explain it more simply. We can programme the Boss to say something like "I dont want problems, I want solutions". And we do that like thi

9、s: you press his nose and that activates the voice card. Then you say the phrase. "I dont want problems, I want solutions" Then you press the nose again.德里克瓊斯： 好的，我會(huì)盡量簡(jiǎn)單地解釋。我們可以編程使“大老板”說類似“我不管問題，只要解決方案”的話。我們是這樣做的：你按一下它的鼻子，這樣就激活了聲卡。然后你說個(gè)短語。 “我不管問題，只要解決方案” 然后你再按一下鼻子。PHIL WATSON: Why do you d

10、o that? 菲爾沃森：為什么要這樣做? DEREK JONES: You do that in order to stop the recording. Then you select your trigger word.德里克瓊斯：這樣做是為了停止錄音。然后再選擇觸發(fā)字PHIL WATSON: What is that? 菲爾沃森：那是什么呢? DEREK JONES: The trigger word makes the Boss speak. Every time he hears that word, he will say "I dont want problems,

11、I want solutions."德里克瓊斯：觸發(fā)字可以使“大老板”開口說話。它每次聽到這個(gè)詞，就會(huì)說“我不管問題，只要解決方案”。 PHIL WATSON: So, let me clarify this: each time the Boss hears the trigger word, hell repeat the phrase.菲爾沃森：讓我來澄清這點(diǎn)：每次“大老板”聽到觸發(fā)字，就會(huì)重復(fù)這個(gè)短語。DEREK JONES: Exactly. So give him the trigger.德里克瓊斯：正確。那就給它個(gè)觸發(fā)字吧。PHIL WATSON: Okay ummm

12、.The trigger can be the word "problems". 菲爾沃森：好的， 嗯 觸發(fā)字就用“問題”這個(gè)字吧。 DEREK JONES: Fine. Say it in his ear, then. 德里克瓊斯：好。對(duì)著它的耳朵說，然后。 PHIL WATSON: "Problems." 菲爾沃森：“問題”。 DEREK JONES: Okay, now say a sentence with the word "problems" in it. 德里克瓊斯：好的， 現(xiàn)在說個(gè)帶“問題”這個(gè)字的句子。 PHIL W

13、ATSON: Excuse me, Big Boss, Im having some problems with the project. 菲爾沃森：打擾一下，“大老板”，我在這個(gè)項(xiàng)目上有些"問題"。 BIG BOSS: Problem! I dont want problems. I want solutions. “大老板”：?jiǎn)栴}！“我不管問題，只要解決方案”。 PHIL WATSON: Brilliant! How is it powered? 菲爾沃森：太好了！它的動(dòng)力是怎樣的? DEREK JONES: Aha! Youll enjoy this: light e

14、nergy. It wont need new batteries. Both the eyes contain photo-sensitive cells which absorb the solar energy. These cells then power the motors located here under each arm. Now, as everybody knows, when you have this kind of configuration there is a.德里克瓊斯：啊哈! 你會(huì)很喜歡的：光能。不需要新電池。它的雙眼都有可以吸收太陽能的感光電池。這些電池

15、給每支手臂下的發(fā)動(dòng)機(jī)提供動(dòng)力。大家都知道，如果你有這種設(shè)置，就會(huì) EDWARD GREEN: Sorry, Derek would you mind explaining that in another way? 愛德華格林：對(duì)不起， 德里克?？梢杂昧硗獾姆绞浇忉屢幌聠? DEREK JONES: Sorry. Ill keep it simple. The important thing is that this is a major breakthrough. All the toys will represent the very latest in technology.德里克瓊斯：抱

16、歉。我會(huì)簡(jiǎn)單地說。重要的是這是個(gè)重大突破。所有的玩具都代表著科技的最新進(jìn)展。PHIL WATSON: I can see that. Its very impressive. 菲爾沃森：這個(gè)我可以看初步來。給人的印象很深刻。 EDWARD GREEN: Thanks, Derek. 愛德華格林：謝謝， 德里克。 PHIL WATSON: Thanks for the demonstration. 菲爾沃森：謝謝你們的演示。 DEREK JONES: Any time. 德里克瓊斯：隨時(shí)效勞。 MS WONG: Tell me, do these toys work? 黃女士：告訴我，這些玩具還

17、可以工作嗎? CLIVE HARRIS: These? Yes. 克萊夫哈里斯：這些？可以。 MS WONG: How old are they? CLIVE HARRIS: Some of them are Victorian. No microchips in these.克萊夫哈里斯：有些是維多利亞女王時(shí)代的。這些沒有微芯片。 All clockwork, but some of them are quite ingenious. Look at this one for instance.全部是依靠機(jī)械力，但有些是很有創(chuàng)意的。比如這個(gè)。A young violin player. 一位

18、年輕的小提琴手。 MS WONG: Its very beautiful. How does it work?黃女士：很漂亮。它是怎樣用的? CLIVE HARRIS: Well, you just wind it up .and off he goes . Grandmother played with some of these when she was a girl. And my father collected clockwork toys.克萊夫哈里斯：只要給它上緊發(fā)條，他就會(huì)動(dòng)了。我祖母年輕的時(shí)候玩過一些。我父親收集了這些機(jī)械玩具。MS WONG: They are very c

19、lever. 黃女士：都很精巧。 CLIVE HARRIS: But not very safe .Look at the sharp edges on this one. Very dangerous and its covered with lead paint.克萊夫哈里斯：但卻不怎么安全看這個(gè)，邊上很鋒利。很危險(xiǎn)，并且是用鉛噴漆的。MS WONG: Tell me, how does this work? 黃女士：告訴我，這個(gè)怎么用？ GERALDINE: Ive pressed return and nothing happens. Ive tried that. How can I

20、 get out of the programme?杰拉爾?。何野戳朔祷?，但沒什么反應(yīng)。我這樣試過了。我怎么才能推出這個(gè)程序呢？Just a second. Could you speak more slowly, please? Right. Let me try. F1 and then return.Yes,請(qǐng)稍等。能說的再慢些嗎? 好了。讓我試試。先按F1，再按返回鍵。對(duì)了，then press "escape". Oh thats it. Thanks.再按“退出”。啊，對(duì)了。謝謝。EDWARD GREEN: .Let me show you how produc

21、ts are market researched. 愛德華格林：我來給你演示一下，怎樣對(duì)產(chǎn)品進(jìn)行市場(chǎng)調(diào)查 EDWARD GREEN: You see all products go through the same, basic process. They start as an idea.愛德華格林：所有的產(chǎn)品都要履行一樣的基本程序。開始時(shí)只是個(gè)想法。 Every month, a management committee looks at all the new ideas and they put development money into some of them. Let me s

22、how you an example. Take this product: "Friendly Fish".管理層委員會(huì)每個(gè)月都對(duì)所有的新想法進(jìn)行篩選，對(duì)其中的一些想法注入研發(fā)資金。我給你看個(gè)例子。比如這個(gè)產(chǎn)品： “Friendly Fish”。The idea came from a freelance designer. A Management Committee looked at the designs and they liked them. Follow me. They asked the development team how much it woul

23、d cost to manufacture the product, and they asked the Marketing Department two questions:這個(gè)想法來自一名自由設(shè)計(jì)師。管理層委員會(huì)看了設(shè)計(jì)，很喜歡。請(qǐng)隨我來。于是他們?cè)儐栮?duì)伍，制作這種產(chǎn)品要花多少錢。他們對(duì)市場(chǎng)營銷部提出了兩個(gè)問題： 1. Who is the target market for Friendly Fish? 2. How big is that market?1、Friendly Fish的目標(biāo)市場(chǎng)是哪人? 2、市場(chǎng)有多大？We then know if the idea is worth

24、 taking on to the next stage which is the feasibility study. 這樣我們就會(huì)知道這個(gè)想法是否值得進(jìn)行到下一步，也就是可行性研究。 PHIL WATSON: So what happened with the Friendly Fish? 菲爾沃森：那么Friendly Fish最后怎樣了呢? EDWARD GREEN: We learned at this stage that it was a low cost high volume mass market product. 愛德華格林：我們?cè)谶@個(gè)階段了解到這是一種量大價(jià)廉的大眾產(chǎn)品

25、。 The feasibility study indicated that Friendly Fish would sell all over Europe. 可行性研究顯示Friendly Fish將行銷整個(gè)歐洲。 We then invested in more market research. 之后，我們投資進(jìn)行了更多的市場(chǎng)研究。 We asked a large group of eight year olds from Different backgrounds about "Friendly Fish". 我們對(duì)來自不同階層的8歲一大批兒童進(jìn)行了詢問。 We

26、asked them questions like: Which material shall we use? Which colours do you like? etc.問題有：我們應(yīng)該使用何種材料？你喜歡什么顏色？等等。A few of the kids wanted it green and blue. 17.5% other children wanted it red.少數(shù)孩子希望是藍(lán)綠相間。 17.5% 的希望是紅色。But all of them wanted Friendly Fish. All of them. They loved Friendly Fish.但他們都想要

27、Friendly Fish。全部。他們喜愛Friendly Fish。We checked each key indicator. Every one of them was positive. We made half a million.我們核對(duì)了每個(gè)關(guān)鍵指標(biāo)。每個(gè)都是積極的 。于是我們制造了50萬件。PHIL WATSON: And what are sales like? 菲爾沃森：那么銷售如何呢？ EDWARD GREEN: Terrible. Sometimes it happens. Even with all the market research, you can never

28、 be one hundred per cent certain.愛德華格林：很糟。世事難料。就算有市場(chǎng)研究，也不可能有百分百的把握啊。New words and expressions生詞和短語wide range 大范圍/許多不同的東西depend on 依靠/依賴chip technology 電子/芯片技術(shù)trigger  vt.引起photo-sensitive cell 感光電池/感光元件activate 使活動(dòng)起來breakthrough 突破clockwork 鐘表機(jī)械ingenious 靈巧的management committee 管理委員會(huì)feasib

29、ility study 可行性的研究freelance 自由職業(yè)者(she works freelance)key indicator 重要信號(hào)one hundred percent certain 完全肯定Previously on Big BossBibury Systems reacted swiftly against Mr. Sakais question, taking actions such as visiting competent suppliers, e.g. Southford Components.Edward gave a guided tour to Phil W

30、atson from RUYJ Advertising. Moreover, they had further discussion on better design for the display unit. New words and Expressions(1) Circuitry 電路元件 Chip technology芯片技術(shù) wide range 大范圍/許多不同的東西Ms Wong & CliveMs Wong is the production manager from Hazelford Systems. After watching the video, answe

31、r the Qs below:1. Has miss Wong seen the Bibury Systems products?2. What does she think about their product range?3. Can she supply Bibury Systems with the components they need?New words and Expressions(2) Prototype原型，模型 microphone麥克風(fēng) Recognize certain commands trigger word觸發(fā)字 programme編程 activate激活

32、 voice card聲卡 light energy光能 photo-sensitive cell感光電池 configuration結(jié)構(gòu), 配置 demonstration演示 Explain how Big Boss worksWatch the video together. First finish Part 1 on page 42 of the textbook. Then retell the operation of Big Boss. Follow the key words such as: We can programme the Boss.And we do that

33、like thisThen How to programme Big BossFirst of all, we record our commends. e.g. “ I dont want problems, I want solutions.”Secondly, we invent trigger word. e.g. “ Problems”Lastly, we say the trigger word in a sentence. It goes like that:“I am having some problems with the product.” says a child“ I

34、 dont want problems, I want solutions”. responses Big Boss If we had a toy called Big Boss, how do we play it? 1. What does the Microphone in Bosss ear do? It will recognise certain commands. It records what you say and stores it. 2. What is function of Big Bosss nose?When you press his nose, it can

35、 activates the voice card. Then you can record your. Then you press the nose again in order to stop the recording .3. How does the trigger word work?The trigger word makes the Boss speak. Every time he hears that word, he will say "I dont want problems, I want solutions." 4. What power is

36、Big Boss dependent on?Photo-sensitive cells which absorb the solar energy. These cells can power the motors located here under each arm. Explain function of deviceMicrophone: record, store and recognizeNose: activate the voice card, stop the recordingEyes: absorb the solar energy Arm: assembled with

37、 motorsVoice chip: play back the commendsDemonstrate my cell phoneManufacturer: Samsung Type: SmartphoneSerial No.: OMNIA II i800HColour: Black in front, Red at back Specification: Touch screen, Wi-Fi, Handwriting Recognition, 5.0 Mega-pixel Camera with auto focus, MP3, full keyboard, GPS, etc.New w

38、ords and Expressions(3)clockwork鐘表機(jī)械clockwork toys機(jī)械玩具microchip 微晶片ingenious 設(shè)計(jì)獨(dú)特的 wind up 上緊發(fā)條 lead paints 鉛漆Victorian 維多利亞時(shí)代 Ms Wong & CliveA conversation between Ms Wong & Clive. Ms Wong takes great interest in the toys. Clive demonstrates how they work. After watching the video, answer t

39、he Qs below:1. What is Clive showing?2. Are the toys very old?3. Do they use microchips?4. Are they safe for children?5. What does Sally think of them?How do I do it? Programmer: Have you pressed RETURN? Have you tried F7 Exit? Well, what exactly do you want to know? Ah, I know what you want , itll

40、be F1 ESC, thats it, thats what you want . To get out of the program you press F1 and RETURN. Then you press ESCAPE. GERALDINE: I've pressed return and nothing happens. I've tried that. How can I get out of the program? Just a second. Could you speak more slowly, please? Right. Let me try. F

41、1 and then return. Yes,then press "escape".Oh that's it. Thanks.Market researchWhat?Market research is any organized effort to gather information about markets or customers.Market research is for discovering what consumers want, need, or believe. Stages of market research ideas feasibi

42、lity study invested in more market research check each key indicator production & saleThe purpose of Market Research· to establish need · to stimulate product take-up· to improve product performance· to determine the futureHow products are market researched 市場(chǎng)調(diào)查就是指運(yùn)用科學(xué)的方法，有目的

43、地、有系統(tǒng)地搜集、記錄、整理有關(guān)市場(chǎng)營銷信息和資料，分析市場(chǎng)情況，了解市場(chǎng)的現(xiàn)狀及其發(fā)展趨勢(shì)，為市場(chǎng)預(yù)測(cè)和營銷決策提供客觀的、正確的資料。 Marketing Research的中譯：國內(nèi)還有其他的翻法，比如“市場(chǎng)研究”、“營銷研究”、“市場(chǎng)調(diào)研”等等。 消費(fèi)者調(diào)查Consumer Survey：針對(duì)特定的消費(fèi)者做觀察與研究，有目地的分析他們的購買行為，消費(fèi)心理演變等等。 市場(chǎng)觀察Market Survey ：針對(duì)特定的產(chǎn)業(yè)區(qū)域做對(duì)照性的分析，從經(jīng)濟(jì)，科技等有組織的角度來做研究。 產(chǎn)品調(diào)查Product Survey ：針對(duì)某一性質(zhì)的相同產(chǎn)品研究其發(fā)展歷史，設(shè)計(jì)，生產(chǎn)等相關(guān)因素。 廣告研究Ad

44、vertising Research ：針對(duì)特定的廣告做其促銷效果的分析與整理。 市場(chǎng)測(cè)試test marketing：在產(chǎn)品上市前，提供一定量的試用品給指定消費(fèi)者，透過他們的反應(yīng)來研究此產(chǎn)品未來市場(chǎng)的走向。 概念測(cè)試Concept Testing：針對(duì)指定消費(fèi)者，利用問卷或電話訪談等其他方式，測(cè)試新的銷售創(chuàng)意是否有其市場(chǎng)。 神秘購物mystery shopping：安排隱藏身份的研究員購買特定物品或消費(fèi)特定的服務(wù)，并完整紀(jì)錄整個(gè)購物流程，以此測(cè)試產(chǎn)品、服務(wù)態(tài)度等。又被稱做神秘客或神秘客購物。 零售店審查store audits：用以判斷連鎖店或零售店是否提供妥當(dāng)?shù)姆?wù)。 需求評(píng)估demand

45、 estimation：用以判斷產(chǎn)品最大的需求層面，以找到主要客戶。 銷售預(yù)測(cè)sales Forecast ：找到最大需求層面後，判斷能夠銷售多少產(chǎn)品或服務(wù)。 客戶滿意度調(diào)查Customer Satisfaction Survey利用問卷或訪談來量化客戶對(duì)產(chǎn)品的滿意程度。 分銷審查distribution channel audits：用以判斷可能的零售商，批發(fā)業(yè)者對(duì)產(chǎn)品、品牌和公司的態(tài)度。 價(jià)格調(diào)整測(cè)試price elasticity testing：用來找出當(dāng)價(jià)格改變時(shí)，最先受影響的消費(fèi)者。 象限研究segmentation research：將潛在消費(fèi)者的消費(fèi)行為，心理思考等用人口統(tǒng)計(jì)的

46、方法分為象限來研究。 消費(fèi)者購買決定過程研究consumer decision process research：針對(duì)容易改變心意的消費(fèi)者去分析，什么因素影響他買此產(chǎn)品，以及他改變購買決定時(shí)的行為模式。 品牌命名測(cè)試brand name testing：研究消費(fèi)者對(duì)新產(chǎn)品名的感覺。 品牌喜好度研究brand equity：量化消費(fèi)者對(duì)不同品牌的喜好度。 廣告和促銷活動(dòng)研究Study of advertising and promotional activities ：調(diào)查所做的銷售手法、如廣告、是否有達(dá)到理想的效益、看廣告的人真的理解其中的訊息嗎？他們真的因?yàn)閺V告而去購買嗎？ New words and Expressions(4) management committee