商务英语实训指导手册

商务英语实训指导手册内容摘要：

and inequality presumably lies somewhere between the extremes suggested by the two methodologies. Ⅰ . Individual Work： Read and Think 1. Scan the case on the provided material and try to get some ideas about the following questions. a. What are the assumptions made about rising global inequality? Are they true? Why or why not? b. What can you make of the two charts? Please explain in detail. c. What are the methodologies adopted by economists concerning the global inequality issue? Why do big differences exist between them? d. Is the fear that the global capitalism is making progress at the expense of the poor nations reasonable? Why or why not? e. Give the anizational structure of this article. 2. Scan the text again and write down 1520 key terms related to Global inequality. Ⅱ . Team Work: Analyze and Discuss 1. In your opinion, which one is a better research methodology, using data from national accounts or using data from household surveys? State your reason. 2. How do you account for the gap between developed countries and developing countries? Is it getting better or worse? What can be done to narrow the gap? 3. Why dose there exist a widening gap between urban and rural arease in China? What can be done to narrow the gap? Ⅲ . Application practice When Globalization Suffers, the Poor Take the Heat As hostilities hinder trade, investment, and foreign students’ ability to study 15 abroad, living standards could plummet. It is the international movement of people and of capital that is put in greatest jeopardy by events of the past few years. Owner of capital are reluctant to invest in developing nations when there is great uncertainty caused by war and terrorism. Rich countries are less willing to admit young male students and immigrants to study and work, especially those from Muslim nations or other countries with known hostility and resentment toward the US and other Western nations. The antiglobalization may get its wish for a breakdown in the world economic order because of sharp reduction in the international movement of capital and people due to terrorism and a more divided West. But the biggest losers will be not the relatively rich members of the GB countries but rather the nations that want to extricate the mass of their populations from extreme poverty and disease. Exercise: Do you agree with the above description? Work in groups and analyze the above paragraph. Go to related websites or for necessary information and pool your ideas together. Be ready to ment on your findings. 案例分析之三 Consumer Behavior Topic A mon goal shared by all brands of products is to attract as many customers as possible. If producers can make their products “musts” to customers, they will ultimately have nothing to worry about. What they never dream of is that one day customers can get so empowered as to have their say in production. Background and Gist For decades, panies relied on push marketing to sell their products and service. Then in the 1990s the emphasis shifted to relationship marketing as “customer care” and slogans like “delight your customers” because the mantra of many marketers. But those tactics have been losing their effectiveness—thanks to digital technology like the Inter, the power of customers to make product selections that are best for their needs continues to grow. Today’s increasingly educated consumers expect panies to do more than just delight them. 16 In response, innovative panies are trying a different approach： They are providing customers with open, honest, and plete information—and then finding the best products for them. The strategy is： If a pany advocates for its customers, they will reciprocate with their trust, loyalty and purchases—either now or in the future. And when people trust a pany, they will often tell others about it, thereby reducing the pany’s costs for acquiring new customers. Ⅰ . Individual Work： Read and Think 1. Scan the case on the provided material and try to get some ideas about the following questions. a. Summarize the main ideas in “Cult Brands”. b. What changes do the empowered customers bring to the marketing wisdom of modern brands? c. List the measures adopted by brands to connect with their customers. d. What lessons can we learn from the Walt Disney and AOL instances? e. Define “cult brands”. 2. Scan the text again and write down 1520 key terms related to consumer behavior. Ⅱ . Team Work: Analyze and Discuss 1. Read the text and pick out some key phrases related to consumer behavior. 2. Produce an outline of the text by referring to the key phrases. 3. Pick out all the words, phrases or sentences that you don’t understand and discuss them with your teammates. Elect a team leader to report your understandings of the difficult language items to the whole class. Ⅲ . Application practice Choose a pany online and find about its marketing strategies. Please decide whether these strategies are good or not and give reasons or suggestions. 案例分析之四 Competition vs. Corporation Topic It’s generally agreed that Ramp。 D is something that a pany needs to work on if it wants to distinguish itself from petitors. Yet, in the era of globalization, panies find it impossible and uneconomical to bee 100% selfreliant. Increasingly, they are 17 feeling the need and pr。