新視野商務(wù)英語綜合教程3：第二版 教案 Unit 6 Marketing Modes

教案

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教材：一《新視野商務(wù)英語綜合教程3（第二版）》_

Unit6MarketingModes

UnitOverview（單元概覽）

Bystudyingthisunit,youareexpectedto:

?learnthefeaturesofdifferentInternetmarketingtools;

?choosetheappropriateInternetmarketingtooltopromoteproducts;

?writeapromotionalmicro-blogforproducts.

Lead-in（主題導入）

Task1

?Checktheanswerswiththeclass.

?EncouragethestudentstotalkabouttheirexperiencesusingtheInternet

marketingtoolsinthetask.

Task2

?Dividethestudentsinto6groupswitheachgroupresponsiblefordiscussing

featuresofoneparticulartoolinTask1.

?Elicitideaswiththewholeclassoraskdifferentgroupstoreportback.Invite

commentsandencourageclassdiscussion.

BackgroundInformation

?Blogging:"Blog"istheabbreviationof“weblog”,atermusedtodescribe

websitesthatmaintainanongoingchronicleofinformation.Ablogfeatures

diary-typecommentaryandlinkstoarticlesonotherwebsites,usuallypresented

asalistofentriesinreversechronologicalorder.Ittakestimeforablogto

becomepopularthroughblogrolls,permalinksthatcanboostpopularitymore

quickly.

?E-mailing:E-mailingcanenhancetherelationshipbetweenconsumersandthe

company.Thisprocessbeginsbyhavingacustomersignupforane-mail

publication.Thismarketingstrategywillrepeatedlyremindcustomersaboutthe

serviceorproductandwill,inmostcases,attractrepeatbusiness.

?Mediasharing:Mediasharingsitesallowuserstouploadphotos,videosand

audiotoawebsitethatcanbeaccessedfromanywhereintheworld.Ifs

convenientforyoungpeopletosharethingsabouttheirlives.

?Micro-blogging:Micro-bloggingallowssubscriberstoreadmicro-blogposts

onlineorrequestthatupdatesbedeliveredinrealtimetotheirdesktopasan

instantmessageorsenttoamobiledeviceasanSMStextmessage.Postsare

brief(typicallylessthan140characters)andcanbewrittenorreceivedwitha

varietyofcomputingdevices,includingcellphones.Althoughmostmicro-blog

broadcastsarepostedastext,somemicro-bloggingservicesallowvideoor

audioposts,whichofferthemeansofsharingtoyoungpeople.

?Searchengineoptimization:SEOisthepracticeofimprovingandpromotinga

websiteinordertoincreasethenumberofvisitorsthesitereceivesfromsearch

engines.Themajorityofwebtrafficisdrivenbythemajorcommercialsearch

engines.

?Socialnetworking:Socialnetworkingallowsyoungpeopletoconnectwith

friendsandfamily,sharephotos,videos,musicandotherpersonalinformation

witheitheraselectgroupoffriendsorawidergroupofpeople.Socialnetworks

likeFacebook,MyspaceandLinkedlnaregreatwaysofkeepingintouchwith

friendsandfamilyaroundtheworldaswellasmakingnewconnectionswith

peoplebasedonsimilarinterestsorprofessions.Andtheyareallforfree.

ReadingA(精讀課文)

Task1

?Askthestudentstobrainstormtheprosandconsofonlinemarketinginthewhole

class.

?Askthestudentstoworkinpairstomakealist.Setatimelimitfortheir

discussion.

?Checktheanswerswiththeclassandgivefurtherexplanationsinnecessary.

Task3

?Askthestudentstoanswerthequestionswhiledoingthesecondreading.

?Checktheanswersandencouragethestudentstolocatethesupporting

informationfromthetext.

Activity1

?Dividethestudentsintogroups.

?Tellthemtosummarizethefeaturesofeachtypeofe-marketingtoolwiththe

informationinReadingA.Theyarealsoencouragedtoaddtheirownideas.

?Chooseseveralgroupstopresenttheirideastotheclass.

Activity2

?GothroughtheInternetmarketingtoolsmentionedinReadingAwiththeclass.

?Dividethestudentsintogroupsofuptofivetodiscussotheronlinetoolswhich

canbeusedformarketing.

?Invitesomegrouprepresentativestoreporttheirfindingstotheclass.

ReadingB（泛讀課文）

Task1

?IntroducethistaskbyshowinganumberofCOFCOproductstothestudentsor

providingsomevideoclipsaboutthecompany.

?AskthestudentswhattheyknowaboutCOFCOGroupandencouragethemto

talkaboutitsbusinessrange.

?ShowCOFCO'sSinamicro-bloggingsiteinclasssothatthestudentsmayhavea

clearpictureofwhatistobediscussedaboutinReadingB.

BackgroundInformation

COFCOisthelargestsupplierofdiversifiedproductsandservicesinthe

agriculturalproductsandfoodindustryinChina.Itisdevotedtoutilizingrenewable

naturalresourcestoprovidehealthyandnutritiousfood,highqualitylifestyleand

services,aswellascontributingtoimprovepeople'slivingstandards,social

prosperityandstability.

COFCOplaysapivotalroleasabridgeinthemarketsofedibleoilsandfoodstuff

betweenChinaandtheworld,andservesasthemainimportingandexporting

channelforbulkagriculturalproductssuchaswheat,com,riceandsugar.Asan

investmentholdingcompanyspecializedintradeandprocessingofoilandfoodstuff

aswellasotherbusinesses,COFCOcontinuouslystrivestoupgradeitsoiland

foodstuffchains,whichincludethoseofoilsandoilseeds,corn,wheat,rice,wine,

tomatoes,dairyproducts,meat,barley,tea,chocolateandvariousotherproducts.In

lightofChina9seconomicgrowth,returnonshareholders9valueandavailable

businessresources,COFCOisalsoinvolvedinthedevelopmentofrealestate,

hotels,non-grainbio-energy,packaging,financeandotherindustries.

Activity3

?Askthestudentstoworkouttheplaningroups.

?RemindthestudentsofthebusinessfieldofCOFCO.

?Askthestudentstointroducetheirideaswithatitle,slogan,meansandreasons.

?Invite3-4groupstopresenttheirideasinclass.

Listening（聽力練習）

Task1

?Introducethistaskbyaskingthestudentswhattheyknowaboutnote-taking.

?Allowthestudentstimetoreadthechart.

?Askthestudentstolistentotherecordingonceandtrytocompletethenote.

?Checktheanswerswiththewholeclass.

?Inthesecondlistening,thestudentsshouldfillalltheblanks.

?Checktheanswerswiththewholeclassagain.

?Askthestudentstoretellthereasonofthedroppingsalesfiguresbyreferringto

theirnotes.

Task2

?Allowthestudentstimetoreadthetask.Theycanpredictsomeanswersbasedon

theinformationthey'vegotfromTask1.

?Playtherecording2timesforthestudentstogetenoughinformationtomakethe

choices.

?Dividethestudentsintoseveralgroups.Askthemtoselectonecharacterinthe

conversation,andtakenotesabouttheirlinesaccordingtotherecording.

?Drawstudents9attentiontotheartoflanguage:howtodiscusswithoutcriticizing

someone.

?Askthestudentstopresenttheconversationinclassafterafewminutes'practice.

CommunicationProject（商務(wù)溝通）

?Analysisthesampleletterandgooverthestructureofasalesletterwiththeclass.

?Dividethestudentsintogroupsoffive,withonenote-takerineachgroup.

?Askthestudentstowritedownthesellingpointsoftheicecreamwhilereading

thee-mail.

?Invitetwonote-takerstoreporttheresultsofTask1oftheirdiscussion.

?Askthestudentstodecideaprojectofmicro-blogsaleswiththehelpofthe

instructionsinTask2.

?AskthestudentstosharetheiropinionsofTask2andlisttheideasthey'vecome

upwithontheboard.

?Drawasummaryorinvitecomments.

Writing（商務(wù)寫作）

?Askthestudentstoworkoutthelayoutofthesalesmicroblog:Whomisthe

messageto?Whoisthemessagefrom?Whatisthesubjectofthee-mail?Whatis

todofortheaudience?

?Askthestudentstoworkingroupstostudytheexampleofpromotionalmicro-

blog.

?Checkthestudents9workinclassandhaveaclassvoteforthebest.

AdditionalMaterials

Tipsofwritingpromotionalmicro-blogs:

1.Thelevelofformalityofmicro-bloggingmessagesdependsonthepurposeand

audience.Usewords,shortsentencesinsteadoflong,detailedsentences.

2.Toarouseinterestwithinseveralwords,raisingshortquestionsismorehelpful

thanlongstatements.

3.Mustdos:encouragetheaudiencetoforwardyourmicro-bloggingmessages.Itis

oneimportantstepofpromotion.

MoralReflections(補充教學資源)

UnitOverview

瑞幸咖啡的商業(yè)模式

TheBusinessModelbehindLuckin'sExplosiveGrowth

Formedin2017,LuckinCoffee,aChinesestartup,challengedStarbucksf

20-yearChinesemarketdominance.Crucialtoitsgrowthstrategyisadigitally-led

businessmodel,blendinganefficientmobileapplicationandapragmaticstorenetwork.

Luckintakesadigitalapproachthatenablescustomerstoorder,pickup,andgo,

keepingoperationalcostslowandexpansionrapid.Luckinfurthermarksitsedge

throughaggressivemarketingstrategies.UsersontheLuckinappgettheirfirstcoffee

free,receivevariousdiscountcoupons,andarerewardedforreferrals.

Thisunitdelvesintotheworldof“marketingmodes."We'llexplorehow

innovativestrategiescanrevolutionizetraditionalindustriesandusherinanew

eraofconsumerexperience.

QI:WhatdoyouknowaboutLuckin'marketingstrategies?

Q2:Inyouropinion,howdomarketingmodescontributetoacompany'ssuccess?

MoralReflections

ChineseEconomicKeywords

數(shù)字化轉(zhuǎn)型領(lǐng)域合作

cooperationindigitaltransformation

Duringthe23rdmeetingoftheCouncilofHeadsofStateoftheShanghai

CooperationOrganization(SCO),statementoncoo