商务英语专业精读--实验训练指导

商务英语专业精读--实验训练指导 精编资料 《商务英语精读》课实验训练指导书(商务英语专业用)实训三:Banking(银行业)一,实验训练目的1. 通过Money and Banking (Book Three Unit 5) 了解货币的历史,作用;... 精读 商务英语专业《精读》 实 验 训 练 指 导 书 任课教师:吴春蕾 房玮楠 1 黑龙江科技学院嵩山校区外语教研室 黑龙江科技学院哈尔滨嵩山校区 《商务英语精读》课实验训练指导书 (商务英语专业用) 实训一:Auction (拍卖) 一、实验训练目的 1.通过The cutting edge in auction (Book three Unit 3) 了解荷兰式拍卖的特点、程序、 优点和现代电子拍卖的快速发展。 2.通过Auction sales (Book three Unit 3) 了解拍卖的来源、发展和拍卖师主持拍卖的 过程。 3.通过和讨论掌握拍卖的特点和过程。 二、实验训练内容 1. 讨论并回答与拍卖相关的概念和内容。 2. 分析并荷兰式拍卖、英式拍卖和电子拍卖的差异。 3. 设计一项拍卖活动，让学生来实际操作商品的拍卖。 三、相关知识预习 Auction is a sale at which people bid for articles being sold. An auctioneer conducts the sale and receives the bids. In conducting the sale, the auctioneer usually acts as an agent for the seller, although he or she may also have an interest in the goods offered. The auctioneer divides the property to be sold into "lots". Either through a spoken announcement or printed catalog, the auctioneer describes the lots and outlines the legal and financial conditions for the auction. In the English system of auction, the auctioneer begins at a low price and participants keep raising their bids until the highest bid has been reached. Discuss the following questions: 1. What do you know about auction---a special form of public sale? 2. How is a traditional auction conducted, 3. What do you think is the advantage/disadvantages of auctions over ordinary sales? 4. What do you think of auctions on the web? 2 5. Have you ever attended any auction before? What preparatory work will you do before attending an auctions? Additional vocabulary 1. tender d. 投标 2. tenderer, bidder g. 投标人，招标人 3. sealed bid, closed bidding j. 非公开招标，内部招标 4. competitive bidding o. 竞争招标 5. international bid a. 国际招标 6. advertised bidding t. 公开招标 7. win a tender f. 中标，承包中选 8. invite tenders/bids for, call for s. 招标，征求承包 tenders, announce tenders for 9. participate in a tender n. 参加招标 10. alternative bid c. 选择性报价 11. sham bid, straw bid i. 虚伪的报价，虚报 12. competitive bid p. 竞争力强的报价 13. noncompetitive bid e. 无竞争力的报价 14. highest bid, best bid m. 最高报价 15. lowest bid b. 最低报价 16. first bid h. 首次报价 17. last bid q. 最后报价 18. highest tender l. 买方最高报价 19. lowest tender r. 买方最低报价 20. make a bid k. 出价，讨价还价 四、实验训练步骤 Task1:work in group Work with your group members and complete the following table with the information from or outside the text. Dutch auction English auction E-auction The way it is Starts with a high The auctioneer offers Participating buyers conducted price set by the a base price and connect their office auctioneer and the bidders push the price PCs to the auction price then drops up from below until centers via high-speed until a buyer signals the highest bid has phone lines. that he will take the been reached goods. Advantage/ Much faster Slower Allowing wholesalers 3 disadvantage to purchase online Tend to generate An unreasonably high from remote sites higher prices price may be generated if the Participants are able to bidding turns get a better sense of white-hot; the articles overall pricing and being auctioned may supply by participating sell rather cheap. in several auctions at once. Where (not) Ideal for a large Unsuitable to be used Not suited to the suited to quantity of easily to highly perishable transactions apply evaluated goods goods, say, flowers demanding a precise which must be sold and vegetables. and thorough physical quickly. inspection or in-depth information Your English auctions are more widely used and more common than comment Dutch auctions. Most E-auctions are conducted in the English way today. But as more and more people are recognizing the advantages of Dutch auctions, it?s certain that more e-businesses will adopt the Dutch method, especially with those time-sensitive ones. 五、实验训练结果处理 Now practise the conduction of auctions. First , each group chooses one student as the auctioneer and decides what articles to be auctioned off. Then , the auctioneer of each group describes in turn the articles---its physical or financial conditions--- to the whole class who will be the bidders. The auction may be conducted in two ways respectively---the English and Dutch method. In the first round , the auctioneer offers a base price and bidders keep raising their bids Until the highest bid has been reached ; in the second round , the auctioneer sets a high price and drops bit by bit until one buyer signals he will take the articles. 4 黑龙江科技学院哈尔滨嵩山校区 《商务英语精读》课实验训练指导书 (商务英语专业用) 实训二:money (金钱) 一、 实验训练目的 1. 通过The Cashless Society (Book three Unit 4) 了解由于银行业对现代科技的引进，给人们生活所带来的方便和改变。 2. 通过 On the Money-Go-Around (Book three Unit 4) 了解到党旅游者四处游玩时可以采取很多携带的方式, 不仅限于现金 。 3. 通过分析和讨论掌握科技对管理金钱的影响和以及旅游时可以取代现金的其他更为便利的支付方式。 二、 实验训练内容 1. 讨论并回答与金钱相关的问题。 2. 讨论如果我们去旅游所选择的支付方式 。 3. 设计一张调查问卷，通过对老师和同学的调查分析本班同学的财政管理状况, 结出共同点和不同点 。 三、 相关知识预习 Discuss the following questions with our partner 1. To what extent do you agree with the following English proverbs about money? Why? Money isn?t everything. In many cases, there are more important considerations than how much money somebody has or can earn. , Money is a good lever.. Money helps one a great deal. , Money talks. Money or wealth can influence events to the advantage of its owner. 5 , Money is the root of all evil. The desire to have riches is the cause of all crimes and evil situations. , Time is money. To waste time is as expensive as to waste money. , Money doesn?t grow on trees. You can?t earn money without effort. , Money is a good servant but a bad master. , Money makes the mare go. You can do anything if only you have the money. , Where there?s muck there?s money. You can earn good money if you don?t mind dirtying your hands. A fool and his money are soon parted. While a wise man spends his money prudently, a foolish man spends his without thought and is soon penniless, so he is „parted? from his money. 2. How has money evolved in its form? 3. How will you carry money when you go traveling? 4. Do you like making payments with bank cards? And why? 5. Does owing several credit cards make you feel richer? 四、 实验训练步骤 Task 1 Work in pairs Here is a quick survey to help you learn more about your money style and money attitude—Do you clasp your wallet very tight? Do you stick to the budget? Are you a great spender or saver? Do you take the head or heart approach to money spending or saving? Complete the survey by yourself and then compare your answers with your partner?s. You may find a lot of interesting and similarities between you and your partner in how you treat money. Money and You 1. How much cash do you have with you at the moment? Do you: a) know exactly? b) know approximately? c) not know at all? 2. Do you normally check: a) your change? b) restaurant, or credit card bills? c) your receipts? 3. Do you: a) give money to beggars? b) give money to charities? c) give away used items, such as clothing? 6 4. While shopping, do you; a) often check prices? b) often bargain with the shop assistant for a discount? c) By the article directly if you think you really like or need it? 5. If you go for a meal with someone you don?t know well, do you: a) offer to pay the whole bill? b) suggest dividing the bill into equal parts? c) Try to avoid paying anything/ 6. What do you think about people who don?t pay the correct amount of tax? Is this: a) a serious crime? b) morally wrong but not a crime? c) excellent business practice? 7. If you lend your classmate a small amount of money and he/ she forgets to pay it back, do you: a) say anything? b) Remind him/her that he/she owes your money? c) Arrange to go for a drink with him/her and say you?re forgotten your wallet or purse? 8. When it comes to decision regarding to money, do you: a) go buy your instincts? b) listen to others? opinions? c) think, decide, and evaluate? 9. Do you think, costlier the product, better its quality: a) true b) false c) sometimes 10. You keep an account of your income and expenditure: a) in your brain. b) don?t like to do it. c) in a notebook or software. 11. When you want a certain item, and it is not in the budget: a) you will buy it and figure out how to pay for it later. b) you will save to buy at a future time. c) most of the things you want are not expensive luxury items, so you can afford them. 12. When you are depressed, spending money: a) cheers you up. b) leaves me regretful. c) makes me all the more depressed. 13. Investing money pointless, unless you have a lot of money. a) Agree 7 b) Disagree c) Maybe 14. During the holidays and festive seasons, you: a) are on a spending spree. b) borrow money from friends and credit card. c) make a list and create a budget. 15. If you have one million dollars with you, you would: Task 2 Work in groups Get into your group and discuss The disadvantage and advantage of using credit cards The future development of credit cards The effect of credit cards on modern life Then choose one representative to report your views to the class. Make note if necessary. Students can be advised to focus on the issues such as convenience, ease of use, security concerns, online payment solutions, etc. For example, , A credit card usually is necessary to reserve an airline ticket, hotel room or rental car today. , Using a credit card when shopping by telephone, mail or on the Internet can speed delivery and simplify a return or exchange. , You can buy now, pay later with your credit cards. , Credit cards can help you build an excellent credit rating. , Use your credit card for purchases and you have additional protection that you just don't get when you pay by cash or check. You can dispute a charge if merchandise your order is not delivered as agreed (in the wrong quantity, the wrong color, or on the wrong date, for example). You have up to 60 days from the date the card issuer mailed the statement showing the disputed charge to complain. , Lose your wallet or purse filled with cash and you may be out of luck. Though losing your credit cards may cause a little trouble, you don?t lose money if you can cancel the cards promptly and get them replaced. , One advantage to using credit cards overseas is the fact that you usually get a better exchange rate than you can on your own through local merchants. , The main disadvantage to credit cards is that they don't always feel like real money, so some people charge more than they can really afford. , People who shop with a credit card usually spend more than people who pay cash. 五、 实验训练结果处理 Task 3: Work together as a class 8 Ask the rest of the class and your teacher to answer your survey questions and then sum up briefly the money attitude with feedback you get. 黑龙江科技学院哈尔滨嵩山校区 《商务英语精读》课实验训练指导书 (商务英语专业用) 实训三:Banking(银行业) 一、实验训练目的 1. 通过Money and Banking (Book Three Unit 5) 了解货币的历史、作用;银行业的 主要功能以及货币和银行的关系。 2. 通过 Banking (Book Three Unit 5)了解银行业的概念、重要性、历史、发展、功能 等有关知识。 3. 通过分析和讨论掌握银行业在日常生活中的影响和作用。 二、 实验训练内容 1. 讨论并回答与银行业相关的问题。 2. 根据所给资料讨论中国银行是否应像外国银行一样收取服务费。 3. 分组提交一份，调查世界或我国某一银行的历史、现状、主要业务或发展方 向、前景。(可参考Business world, Book Three Unit Five, P178) 三、 相关知识预习 1) What things have been used as means of payment in history? All values in the economic system are measured in terms of money. Coins are adequate for small transactions, while paper notes are used for general business. Originally, a valuable metal (gold, silver or copper) served as a constant store of value, in which gold regarded as national currencies were for many years judged in terms of the so-called “gold standard”. Then valuable metal has generally been replaced by paper notes which are issued by government and authorized banks and are known as “legal tenders”. Other arrangement such as cheques and money orders are not legal tenders. They perform the function of substitute money and are known as “instrument of credit”. 2) What are the major functions of a bank? 9 Banks are closely concerned with the flow of money into and out of the economy. They often co-operate with governments in efforts to stabilize economies and to prevent inflation. They are specialized in the business of providing capital, and in allocating funds on credit. Banks originated as places to which people took their valuables for safe-keeping, but today the great banks of the world have many functions in addition to acting as guardians of valuable private possessions. We can say the primary function of a bank today is to act as an intermediary between depositors who wish to make interest on their savings, and borrowers who wish to obtain capital. The bank is a reservoir of loanable money, with streams of money flowing in and out. 3) What services do banks offer nowadays? Banks normally receive money from their customers in two distinct forms: on current account, and on deposit account. With a current account, a customer can issue personal cheques. No interest is paid by the bank on this type of account; however, the customer undertakes to leave his money in the bank for a minimum specified period of time. Interest is paid on this money. The bank in turn lends the deposited money to customers who need capital. This activity earns interest for the bank, and this interest is almost at a higher rate than any interest which the bank pays to its main profits. 四、 实验训练步骤 Task1:Work in pairs. Read the text carefully again and discuss the following statements with your partner. You are required to point out which statements are true and which are false, and if false, say why. a. ( ) The US dollar is a constant store of value. b. ( ) Instruments of credit are accepted because they can be converted easily into substitute money. c. ( ) The purchasing power of money depends on supply and demand. d. ( ) The demand for money is related to the rapidity with which business is done. e. ( ) You can earn interest on a current account. f. ( ) Banks lend money to depositors who need capital. g. ( ) The main profits of a bank come from lending money at a fixed rate of interest to those who need capital. h. ( ) Money is described as “liquid” because it is compared to flowing water. i. ( ) Legal tender must change hands when we do business and we must see it change hands. j. ( ) A person can obtain some additional money if he deposits his savings with a bank for a certain length of time. 10 k. ( ) Business can be done without bank notes if you use instruments of credit. Task 2: Work in groups. Should banks charge service fees? Study the following case carefully with your group members and decide if it is a good idea for Chinese domestic banks to charge service fees as their foreign competitors do. Give your reasons to back up your decision. New York-based financial giant Citibank, the first foreign bank allowed to provide foreign exchange services for Chinese customers, has recently set an eye-opening example by imposing service fees on certain clients. The bank now charges a US $6 monthly account maintenance fee if the customer’s bank deposit falls to remain at a minimum US $5,000. Such a fee is sometimes hard for the public to swallow. It was reported that a Chinese client even filed a suit against the bank’s Shanghai Branch, arguing such practices are discriminatory towards small account holders. However, public enthusiasm for first-class services provided by this foreign bank has, nevertheless, continued to surge. Citibank’s explanation --- that its high-end, client-oriented measure is an international practice --- might be a surprise to the public but appears to be food for thought on the part of domestic banks. Given the heavy burden of non-performing loans and the widening gap between savings and loans, it is fully understandable that domestic banks would try every means to find new sources of revenue. And charged services are a gold mine yet to be exploited. Just think about the astronomical number of individual account holders in China. (Xinhua News Agency) Pros Cons 五、 实验训练结果处理 Task 3: Work in groups. 1. Divide the whole class into several groups, each including 4 or 5 students. The group should choose an international bank or domestic bank, such as Citibank and HSBC, as 11 their respondents and present it to the teacher. 2. Investigate the bank you choose, and then make a report. 3. Choose 1 or 2 students in the group to make a representation. Attention: The students work in one group should really work as a team. Each student should have his own job, like searching for references or internet information, writing the report, making the representation. 黑龙江科技学院哈尔滨嵩山校区 《商务英语精读》课实验训练指导书 (商务英语专业用) 实训四:Exhibition(会展) 一、实验训练目的 1.通过 How to shine at the show ( Book three Unit 10) 了解开办展览会的目的和成功 办好一次展览会的方法。 2.通过 Fair ( Book three Unit 10) 了解交易会的种类和交易会的发展。 3.通过分析和讨论掌握开办某一主题展览会的技巧和方法。 二、实验训练内容 1.讨论并回答与展览会相关的概念和内容。 2. 分析并总结展览会、电视广告和样品馈赠的差异。 3. 设计不同的展览会主题让学生实际操作。 三、相关知识预习 Fair is a market exhibition at which producers, traders, and consumers meet either to buy or sell goods and services. Before the development of transportation and marketing, fairs provided the primary opportunity for the exchange of merchandise, and served as centers of community social life. With the expanding of commerce, trade fairs declined and to a large extent were replaced by outdoor and indoor general markets. In the 17th century pleasure fairs, dominated by entertainment such as plays, became popular. International trade fairs, devoted solely to commercial display and directed toward businessmen, have also become popular since World War II. Today the exposition which combines entertainment and commerce is a new form of fairs. Discuss the following questions . 1.Mention some exhibitions recently held in your part of the country. 12 2.Name on exhibition you have visited. What do you think of it ----a failure or a success? Why? 3.What purpose are exhibitions expected to achieve? 4.What do you think is critical in the success of an exhibition? 5.Suppose you are the exhibitor , what will you do to compete for attention? 四、实验训练步骤 when we are going to launch a new product we can select exhibition or other means to do the marketing. Work in small groups and do the following tasks. 1.complete the table below after discussing with your partners. Advantages Disadvantages Exhibitions offering a face-to-face contact When surrounded by other of the market; stands all competing for conveying marketing messages attention, it?s more and more that are intuitive and difficult to grab potential buyers? all-encompassing; attention; Creating an emotive effect in A comparatively small number the viewer of being involving of people will visit exhibitions; and fun; There is a strict limit to time and Allowing a detailed product space for exhibitions; demonstration — letting people to see, hear and feel the product; TV advertising Well-designed commercials, The advertising cost is very smartly taking advantage of expensive, especially during the people?s weaknesses — hero prime time; worship, ambition, desire for Since there is too much authority, romance, beauty, exaggeration in TV ads, social acceptance, friendship, nowadays, consumers tend to an easy life, etc., are very suspect the reliability of TV ads, attractive and persuasive; which will give some negative Reading a very big audience; effects on the products Watching TV doesn't need advertised; much imagination or deep TV viewers usually associate thinking. Thus, even an advertisements with the illiterate person can get the products themselves, so if the information directly and advertisements are ill-designed, 13 understand the meaning it is quite natural for viewers to conveyed by commercials think the products are of poor quite easily; quality as well; Viewers may find it very annoying if a TV program is interrupted by ads too often, and sometimes they will direct their dissatisfaction and annoyance to the products being advertised; Sampling Allowing people to see, feel, People may feel the pressure to hear, smell, or taste on the buy after trying out; spot; Limited by time and space; Instant feedback and More manpower needed; constructive suggestions; Attractive to consumers who are easily lured by small favors; Others: , To establish , To send the publicity , To peddle door to door; monopoly materials to people through chain stores; mail or fax; 五、实验训练结果处理 Decide which device you would use of you are to market the following items and tell your reasons. 1. office equipment 2. Perfume 3. Washing powder 4.Vitamin C tablets 5. Soft drink 6.Computer software program 7.Tobacco 8.Ladies?fashion Compare your result with the other groups?. Conduct a debate to defend your opinion. 14 黑龙江科技学院哈尔滨嵩山校区 《商务英语精读》课实验训练指导书 (商务英语专业用) 实训五:organizational culture(企业文化) 一、实验训练目的1. 通过The organizational culture and the discourse community (Book four Unit 3) 了解企业文化的概念和可供分析企业文化的问题。 2. 通过 Honda of America (Book four Unit 3)了解美国本田汽车公司在中西方不同文 化背景下的企业文化。 3. 通过分析和讨论掌握企业文化对企业经营的影响和作用。 二、实验训练内容1. 讨论并回答与企业文化相关的问题。 2. 分析并总结企业文化的概念和相关内容。 3. 设计一张调查问卷，通过对老师和同学的调查分析本班的班级文化。 三、相关知识预习 1) What do you know about organizational culture? Basically, organizational culture is the personality of the organization. Culture comprises the assumptions, values, norms and tangible signs (artifacts) of organization members and their behaviors. Members of an organization soon come to sense the particular culture of an organization. Culture is a term that?s difficult to express distinctly, but everyone knows it when they sense it. For example, the culture of a large, for-profit corporation is quite different than that of a hospital which is quite different than that of a university. You can tell the culture of an organization by looking at the arrangement of furniture, what they brag about, what members wear, etc. — similar to what you can use to get a feeling about someone?s personality. In brief, organizational culture or corporate culture may include: attitudes, values, beliefs, norms, customs, philosophies, assumptions, rituals, routines…of an organization 2) How can you get a sense of an organization?s culture? An organization?s culture is a result of the values, beliefs, underlying assumptions, 15 attitudes, and behaviors shared by its employees. We can see culture live in the common language, symbols, stories, legends, and daily work practices of an organization. The following organizational culture-embedding mechanisms tell us a lot about an organization?s culture. , Organization design and structure , Organizational systems and procedures , Organizational rites and rituals , Design of physical space, facades, and buildings , Stories, legends, and myths about people and events , Formal statements of organizational philosophy, values, and creed , What leaders pay attention to, measure, and control on a regular basis , How leaders react to critical incidents and organizational crises , Criteria by which leaders allocate scarce resources, rewards and status , Criteria by which leaders recruit, select, promote, retire, and excommunicate organizational members 3)What is the importance of understanding organizational culture? Organizational culture is enduring and complex, and may have both a positive and a negative effect on the staff and the workplace. In many ways culture will determine the survival of an organization over the long term, especially in volatile industries. Understanding the organizational culture can help you to understand why change does not take place, or why a project fails. It will also help you to determine where to strive to make changes to the culture. Understanding the culture and, as required, changing it, can mean the difference between attracting and retaining good employees and driving away the best employees with an environment that doesn?t encourage, challenge, or reward them. 4) What organizational culture do you think is more desirable for your personal progress in the career? There are different types of culture just like there are different types of personality. Researcher Jeffrey Sonnenfeld identified the following four types of cultures. Academy Culture Employees are highly skilled and tend to stay in the organization, while working their way up the ranks. The organization provides a stable environment in which employees can develop and exercise their skills. Examples are universities, hospitals, large corporations, etc. Baseball Team Culture Employees are “free agents” who have highly prized skills. They are in high demand and can rather easily get jobs elsewhere. This type of culture exists in fast-paced, high-risk organizations, such as investment banking, advertising, etc. Club Culture The most important requirement for employees in this culture is to fit into the group. Usually employees start at the bottom and stay with the organization. The organization promotes from within and highly values seniority. Examples are the military, 16 some law firms, etc. Fortress Culture Employees don?t know if they?ll be laid off or not. These organizations often undergo massive reorganization. There are many opportunities for those with timely, specialized skills. Examples are savings and loans, large car companies, etc. 四、实验训练步骤 Task1:work in group In this text we have learned how to analyze an organizational culture and discourse community by asking a list if questions that seek to determine and enumerate organizational-espoused values and beliefs. Discuss with your group what other questions can be added to the list and then share your questions with the rest of the class. Analyzing an organization’s Culture Analyzing a Discourse Community , Tell me someone in this organization you , What specialized terms might not be admire. Why is he/ she so successful? known to outsiders? , Tell me about someone who failed in this , What topics do members talk or write organization. What did he / she do wrong? about? What topics are considered unimportant or improper? , What rituals does this organization observe? , What channels do members use to convey Why are they important? messages? , Why will someone join this group rather than , What forms of language do members use one of its competitors? to build goodwill or to demonstrate competence or superiority? , What strategies or kinds of proof are convincing to members? , What formats, conventions, or rules do members expect messages to follow? Task 2: Work in groups Devise a survey questionnaire to probe into your class culture by analyzing your classmates and your teacher. Analyzing your teacher Analyzing your classmates , What goals matter most to your teacher? , What do your classmates do in their spare time? , What pressure is he/ she under? , What challenges do they face? , In grading your work, does your teacher want , To what extent do their lives outside affect details or just the general picture? their responses to school study situations? , What are his/ her pet peeves (经常抱怨的问, What do your classmates value? 17 题)? , Is punctuality more important than creativity , What are their pet peeves (经常抱怨的问 to him/her, or vice versa? 题)? , If you have a question, would your teacher , How committed are they to organizational rather answer in person, by e-mail, or in a goals? memo? , Is he/she more approachable in class or after , How satisfying do they find their subject of class? study? 五、实验训练结果处理 task 3: work together as a class Ask the rest of the class and your teacher to answer your survey questions and then sum up briefly the organizational culture in your class with the feedback you get 18 黑龙江科技学院哈尔滨嵩山校区 《商务英语精读》课实验训练指导书 (商务英语专业用) 实训六:Business Communication (商业交流) 一、实验训练目的 1. 通过How to Write Magnetic Sales Letters (Book four Unit 2) 了解撰写推销 信的基本原则。 2. 通过 Using Audience Analysis to Adapt Your Message (Book four Unit 2)了解如何 编辑文字信息，吸引读者。 3. 通过分析和讨论掌握进行有效的商业交流的基本技巧。 二、实验训练内容 1. 分析并总结如何写出吸引人的推销信的。 2. 对一封推销信进行实例分析并评论。 3. 通过全体同学的讨论、分析与归纳，设计一份关于撰写推销信技巧与原则的列表。 三、相关知识预习 1. What factors often influence your decision when you are considering which communication form to choose? The factors include speed, accuracy, cost, efficiency, coverage, ability to promote goodwill, audience (age, sex, status, occupation, etc.)… 2. What do you think are some of the advantages/ disadvantages of communicating with someone in a face-to-face meeting? Advantages: more personal, more interaction and feedback possible, making more impact, exert emotional influence; Disadvantages: unable to unsay what has been said, may not be remembered, unable to organize your thoughts, may leave out some important points, rather expensive if travel involved… 19 3. What do you think are some of the advantages / disadvantages of communicating in writing? Advantages: much cheaper, a record can be kept for the files, errors can be changed, can write when you?re in the right mood, can take your time over planning, can consider how to express complicated and delicate details… Disadvantages: take more time preparing, no feedback or the feedback is delayed, no personal touch, no smiles, no handshakes… 四、实验训练步骤 Task 1: Work in groups. Sales letters can be a wonderfully personal way to introduce people to a product, service, organization, or idea. Sales letters that work can bring in a measurable number of return messages, phone calls, return cards, and sales. Discuss with your group and work out some principle to follow for producing a powerful sales letter that gets results. Principles for a Magnetic Sales Letter , Be especially careful that your letter appears to be easy to read. , Making your sentences short and direct and breaking up your copy frequently into short paragraphs, with indentions at the beginning of each and spaces between paragraphs. , Using a direct style and personalizing the message as much as possible. , Using the customer?s name in the body of the letter. Keep in mind You ( the customer) is always a key word to success. , Using fewer adjectives and adverbs, sticking with nouns and verbs as much as possible, thus your letter will be more believable. , Using the most accurate figures possible and not round them off in quantifying, which will make your letter more credible. , Having specific objectives, stating specific facts in the clearest terms possible. , Showing the prospect why it is in his or her interest to consider your offer and focusing on the customer?s self-interest. , Showing the customer what benefits you can offer . , Knowing which goal you are in pursuit of and which goal you should be aiming at before writing. , Concerning yourself with the two factors: promise and proof. , Don?t allow the message in your letter to end abruptly and indecisively, hanging uncertainly in the air. , Put your most important information first. , Emphasize your vital information. , Include a P.S. 20 , Break your copy into short sections. Task 2: Work in groups. Study a sample sales letter in our textbook and comment on the effectiveness of the letter. You are encouraged to refer to the principle list worked out about to support your ideas. The effectiveness of the letter ? The letter is easy to read. ? The letter is in short paragraphs, with spaces between paragraphs. ? Emphasize some vital information. ? Include a P.S. 五、实验训练结果处理 Task 3: Work as a class Each group selects a spokesman or woman to present their discussion results to the class. Then the whole class discusses and compiles a list of the most recommendable principles for producing an effective sales letter. 21 黑龙江科技学院哈尔滨嵩山校区 《商务英语精读》课实验训练指导书 (商务英语专业用) 实训七:Public Relations (公关) 一、 实验训练目的 1. 通过Public Relations (Book four Unit 6) 了解公共关系在商务活动中的重要作用 以及公关工作中的手段。 2. 通过A General Introduction to Public Relation (Book four Unit 6) 了解公共关系的 含义和内容，良好公共关系的基础以及实现方式。 3. 通过分析和讨论掌握商务活动中公关工作的内容。 二、 实验训练内容 1. 讨论并回答公关的重要作用。 2. 分析并总结公共关系的概念和相关内容。 3. 讨论信息时代条件下公关工作与以往公关工作的异同。 三、 相关知识预习 a) What do you know about PR—Public Relations? Public relations plays a vital role in the success of most companies, and that role applies to more than just the marketing of goods and services. Smart businesspeople know they need to maintain relations with their communities, investors, industry analysts, government agencies and officials, and the news media. All these activities fall under the umbrella of public relations. For many companies, public relations is the fastest-growing element of the promotional mix. b) What major purpose does PR serve? Public relations, commonly called PR, is an activity aimed at increasing communication and understanding between an organization or individual and one or more groups called 22 publics. The term is also applied to the profession responsible for handing such assignment. Corporations, educational institutions, religious groups, government agencies, labor unions, politicians, and entertainers are among those who use public relations. Their publics vary from employees and stockholders to an entire community or members of the news media. The communication between an organization and its public ranges from a simple news release to a sophisticated campaign featuring films, advertisements, speeches, and television appearances. Such communication is aimed at gaining the good will of the public. The basis of any effective public relations campaign is public benefit. If an organization does not serve the needs of the public, the public will not support it. Public relations expert help an organization learn what the public wants and then establish policies that reflect concern for the public?s interests. c) What practices are often used in Public Relations? Public relations generally practiced through (1) corporate public relations departments, (2) public relations agencies, and (3) public information departments. In a corporate PR department, specialists handle PR activities for only that company. In PR agencies, specialists carry out activities for several organizations or individuals, also called or accounts. Such nonprofit organizations as colleges and government agencies have public information departments that work to strengthen the image of the organization. d) What impression do PR practitioners make on you? Public relations work consists of two main act ivies, research and communication. Research is a vital part of public relations because an organization may not know the public opinion about it. What people think and why they have such opinions about an organization are important in helping management establish policies and practices. Public relations experts use research and opinion surveys to obtain information from the public. Researchers gather information on the many problems and opportunities facing a company, its industry, and the business community. They may gather information on public opinion so that a political candidate will know what issues to discuss during a campaign. Researchers also test the effectiveness of a PR campaign. In addition, they keep up with public relations techniques being developed by other companies. PR specialists use four principal methods to communicate with the public: advertising, lobbying, publicity and press agentry. Advertising involves the use of paid, nonpersonal communication through such media as billboards, mail, newspapers and other publications, radio, and TV. Lobbying is an attempt to influence the voting of legislators to support the interests of a group. Publicity and press agentry involve promoting an organization by getting favorable coverage in the media. 23 四、 实验训练步骤 Task1:Work in pairs. The most effective marketing strategy usually encompasses a mix of tactics to produce desires results. Savvy business owners understands it is wise practice for public relatives to work hand-in-hand with advertising, rather than relying solely on one to break into a new market. Study the following statements, which scratch the surface of the many differences between advertising and public relations, discuss with your partner, and put each of them under the appropriate category. , Coverage in mass media, if any, is not paid for. , Space or time in the mass media must be paid for. , You determine the message. , Interpretation of the massage is in the hands of the media. , Timing is in the hands of the media. , You control timing. , One-way communication-using the mass media does not allow feedback. , Two-way communication-the company should be listening as well as talking and immediate feedback is often provided. , Message sponsor is not overtly identified. , Message sponsor is identified. , The intention of most messages is to inform, persuade, or remind about a product-usually with the intention of making a sale. , The intention is often to create good will, to keep the company and product in front of the public, or to humanize a company so the public relates to its people or reputation rather than viewing the company as a non-personal entity. , The public may view the message negatively, recognizing it as an attempt to persuade or manipulate them. , The public often sees the messages that have been covered by the media as more neutral or believable. , Very powerful at creating image. , Can also create image, but can sometimes stray from how it was originally intended. , Writing style relies heavily on journalism talents—any persuasion is artfully inserted 24 in the fact-based content. , Writing style is usually persuasive, can be very creative, often taking a conversational tone—may even be grammatical incorrect. Advertising Public Relatives Space or time in the mass media must be paid for. Coverage in mass media, if any, is not paid for. You determine the message. Interpretation of the massage is in the hands of the media. You control timing. Timing is in the hands of the media. One-way communication-using the mass media does not allow feedback. Two-way communication-the company should be listening as well as talking and immediate Message sponsor is identified. feedback is often provided. The intention of most messages is to inform, Message sponsor is not overtly identified. persuade, or remind about a product-usually with the intention of making a sale. The intention is often to create good will, to keep the company and product in front of the The public may view the message negatively, public, or to humanize a company so the public recognizing it as an attempt to persuade or manipulate relates to its people or reputation rather than them. viewing the company as a non-personal entity. Can also create image, but can sometimes stray from The public often sees the messages that have how it was originally intended. been covered by the media as more neutral or Writing style relies heavily on journalism believable. talents—any persuasion is artfully inserted in the Very powerful at creating image. fact-based content. Writing style is usually persuasive, can be very creative, often taking a conversational tone—may even be grammatical incorrect. 五、 实验训练结果处理 Task 2: Work in groups Adverting and public relations are two very important marketing tools that all small business owners need to use regularly. Discuss with your group and work out the possible 25 strengths and weaknesses each has as far as small business marketing strategy is concerned. Small Business Advertising Strengths: Small Business Advertising Weaknesses: Small Business PR Strengths: Small Business PR Weaknesses: 26 黑龙江科技学院哈尔滨嵩山校区 《商务英语精读》课实验训练指导书 (商务英语专业用) 实训八:Insurance (保险) 一、 实验训练目的 1. 通过Types of Insurance (Book four Unit 10) 了解保险的种类以及它们的适用范围。 2. 通过 Basic Insurance Concepts (Book four Unit 10) 了解保险的基本概念以及保险的原则。 3. 通过分析和讨论掌握保险的目的和作用。 二、 实验训练内容 1. 讨论并回答保险的种类及其涵盖的内容。 2. 分析并总结保险的概念和原则。 3. 讨论各种保险的适用范围并设计一张调查问卷调查各种保险的购买状况。 三、 相关知识预习 1) Mention some prestigious insurance companies in China or in the world. 中国人民保险公司 The People?s Insurance Company of China 中国人寿保险公司 China Life Insurance (Group) Company 中国平安保险公司 Ping An Insurance Company of China 中国太平洋保险公司 China Pacific Insurance (Group) Co., Ltd 中宏人寿保险有限公司 Manulife-Sinochen Life Insurance Co., Ltd 太平洋安泰人寿保险有限公司 Pacific-Antna Life Insurance Company Ltd 27 安联大众人寿保险有限公司 Allianz-Dazhong Life Insurance Co., Ltd 金盛人寿保险有限公司 AXA-Minmetals Life Insurance co., Ltd 日本住友生命 Sumitomo Life Insurance 英国伦敦劳合社 Corporation of Lloyd?s 法国安盛公司 AXA 德国安联公司 Allianz 荷兰国际集团 Ing Group 英国皇家太阳联合保险集团 Royal & Sun Alliance Insurance Group 瑞士苏黎士金融服务 Zurich Financial Services 2) What do you think is the purpose of insurance? The major purpose of insurance is to protect oneself against loss or damage as one gets compensation for the insured item if any loss or damage happens to it, either the full amount of the loss or a specified percentage of the amount of loss. 3) What sorts of questions are you expected to answer when you apply for a life or property insurance policy? When you apply for life insurance, you will be asked all sorts of questions. For example, the agent will ask you about your age, gender, address, etc. Depending on your age and the amount of insurance you?re buying, you will probably be asked to have a medical examination. When a company is deciding whether or not to offer you property insurance, it will want to know about your economic conditions, how many risks you hope the insurance may cover and how much premium you?d like to pay. 4) Do you think buying insurance is a better way than putting money in a bank? Why or why not? We buy insurance for the security of knowing that we and our family are taken good care of in times of need. Should we suffer an auto accident, damage to our home through fire or flood, job loss, or temporary or permanent job leave due to an accident, our insurance is there to cover the costs of the damage, or to pay off (insured) existing loans. By ensuring that we have all the necessary insurance, we can rest assured that in the event of an accident or job loss, paying for the damage or continuing to make our loan payments will be no worry on our mind. 四、 实验训练步骤 28 Task1:Work in groups. Suppose you are a small business owner and want to buy some insurance for your business. Discuss with your group members and find out: 1)what possible risks your business might run into 2)what insurance coverage you need to protect your business The following cues may help you in your discussion. , property insurance , liability insurance , computer policy , earthquake and flood insurance , workers? compensation insurance , automobile insurance , package policy, generally known as a Business Owner?s Policy, or BOP , CGL(Commercial General Liability)insurance, which covers four types of injuries: 1) Bodily injury; 2)property damage or loss; 3)personal injury; 4)advertising injury. , dishonesty insurance , business income insurance , crime insurance , pollution coverage , debris removal coverage Property and liability insurance encompasses the most basic coverage a small business needs. Any business owner who has property — whether inventory, a building full of equipment or a personal computer — needs property insurance. Property insurance basically covers a building and its contents from losses due to most common perils such as fire, theft and wind damage. Liability insurance protects a business when it is sued for injury or property damage to third parties. It generally pays damages related to bodily injury, property damage, personal injury (e.g., libel or slander) or advertising injury. It also pays for the defense and related legal costs for a covered claim or lawsuit. Any firm with computers may need to extend its basic property coverage with a small computer policy that will cover all hardware and software and pay to replace any lost critical information. Additional coverages can be purchased for a variety of special needs, such as earthquake and flood insurance, workers? compensation insurance which protects both you and your employees in the event of job-related injury or sickness by providing medical and disability coverage, or automobile insurance. Most small business owners choose a package policy, generally known as a 29 Business Owner?s Policy, or BOP for commercial insurance coverage. A BOP combines essential insurance coverages in one package that generally costs less than individual policies purchased separately. It usually includes property, liability and crime coverage, as well as a number of specialty coverages. Depending on the nature of the business, a company can opt for one or a number of specialty coverages. For example, fidelity bonds, also known as dishonesty insurance, can protect a company against employee dishonesty. If a fire or other covered peril shuts down a business, business income insurance pays the loss of net profit and ongoing expenses during that period. Many property insurance policies exclude losses of money and securities, and small businesses should also consider crime insurance. Coverage for crime losses can be purchased as part of a package policy such as a storekeeper?s burglary and robbery policy or an office burglary and robbery policy. A company may need special pollution coverage to cover potential liability for cleanup and removal of pollutants; debris removal coverage to pay to remove debris before a building can be reconstructed after a fire. 五、 实验训练结果处理 Task 2: Work as a class. Each group selects a spokesman/woman to report your findings to the class. 30 31