莲肉纤黄大学 《商务英语》 授课教案 Chapter 4 Consumer Market In China I.Learning Objectives To learn about what is consumption like in China; To examine the current consumer market in China To have an overview of the changes in Chinese consumption; To grasp the main idea and the structure of the text; To master the usage of key special terms,words and phrases in this chapter; To conduct a series of listening,speaking,reading,writing and translating activities concerned with the theme of the chapter. II.Introduction Because of the biggest population,the rapid developing economy and the increasing demand of people, China has the greatest and the most potential consumer market in the world.Producers all round the world want to enter into the market and have some shares,so nowadays people are really dazzled by the great variety of goods in the market.中国有着全球最大的、最具潜力的消费市场，因为中国人口众多，经 济增长迅速，人们的需求也在不断地增加。各国的生产商都希望能挤进这个庞大的市场并占据一 定的市场份额，所以现在市场上的商品可真是多得让人眼花缭乱了！ III.Main points of the text 1.the change in the status of consumers 2.the government serious attitude twards marketing 3.the Chinese consumers's role in the process of change 4 a revived opportunity for self-expression of the consumers 5.consumers'demand in the clothing field. IV.Background and terminology 1.opening-up policy also open-door policy,the principle of allowing people and goods to move into a country freely 策 2.market orientation以市场为导向(market economy) policy orientation以政策为导向(planning economy) market--oriented policy以市场为导向的政策 3.elite:a group or class of persons or a member of such a group or class,enjoying superior intellectual, social,or economic status精英，杰出人物 4.Consumer Council::Also called Consumers'Association消费者协会 5.electronic appliance家用电器
《商务英语》 授课教案 1 Chapter 4 Consumer Market In China I. Learning Objectives To learn about what is consumption like in China; To examine the current consumer market in China To have an overview of the changes in Chinese consumption; To grasp the main idea and the structure of the text; To master the usage of key special terms, words and phrases in this chapter; To conduct a series of listening, speaking, reading, writing and translating activities concerned with the theme of the chapter. II. Introduction Because of the biggest population, the rapid developing economy and the increasing demand of people, China has the greatest and the most potential consumer market in the world. Producers all round the world want to enter into the market and have some shares, so nowadays people are really dazzled by the great variety of goods in the market.中国有着全球最大的、最具潜力的消费市场，因为中国人口众多，经 济增长迅速，人们的需求也在不断地增加。各国的生产商都希望能挤进这个庞大的市场并占据一 定的市场份额，所以现在市场上的商品可真是多得让人眼花缭乱了！ III. Main points of the text 1. the change in the status of consumers 2. the government serious attitude twards marketing 3. the Chinese consumers’s role in the process of change 4 a revived opportunity for self-expression of the consumers 5. consumers’ demand in the clothing field. IV. Background and terminology 1. opening-up policy also open-door policy, the principle of allowing people and goods to move into a country freely 开放政 策 2. market orientation 以市场为导向(market economy) policy orientation 以政策为导向(planning economy) market-oriented policy 以市场为导向的政策 3. elite: a group or class of persons or a member of such a group or class, enjoying superior intellectual, social, or economic status 精英，杰出人物 4. Consumer Council: Also called Consumers’ Association 消费者协会 5. electronic appliance 家用电器
延岗环径所黄号+￥ 《商务英语》 授课教案 6.the Five Year Plan五年计划 7.The Role of Consumers in Markets Consumers too are certainly a major constraint on firms.In fact,it is ultimately consumers who effectively determine the way in which markets behave-whether they grow or decline and how fast they change.Consumers will even condition how quickly products are developed and improved in markets.How do they do this?Later today if you buy a CD you are entering a market as a consumer but you would hardly perceive yourself as a major player in the music business.And this is true:on its own, your interest in John Lennon or Boyzone doesn't count for much.However,expressed collectireh, purchasing power is the most powerful force at work in any market.If people decide that John Lennon's songs have begun to sound a little twee and Boyzone are a bit old,then the firms that produce and sell their CDs will focus their efforts upon other more popular or potentially more popular artists. 8.the change in the consumption of China is as follows: Consumers are given a better deal,thanks to: (1)increased production (②)rising income (3)market orientation policies (4)consumers'role in the change V.Language Points 1.The pace of change in China as propelled by the opening-up policy and accelerated by economic reform has been most fascinating to people both inside and outside China. 在经济改革的促进和开放政策的推动下，中国发生了令国内外各界人士眼花缭乱的巨大变化。 propel:to move,drive,or push something forward推进，g驱使 accelerate:to increase the speed of,to cause to develop or progress more quickly加速，促进 fascinating:having great attraction or charm吸引人的，迷人的 2.thanks to:because of someone or something... D.We've reached our goal of S50,000,thanks to the generosity of the public. 由于公众慷慨解囊，我们己经达到了50,000美元的目标。 2.Some ski resorts opened early,thanks to a late-October snowstorm 由于十月底的暴风雪，一些滑雪场提前开放。 3.The status of the consumer has vastly improved and marketing efforts to woo them are on the increase everyday. 消费者的地位也显著提高了，迎合消费者的营销手段层出不穷。 vastly:greatly woo:(I)(男人)求爱，求婚 (2)争取.支持e.g to woo the voters before an election在选举之前争取选民的支持 on the increase:increasing 4.Long consumer queues have been partially replaced by smile campaigns and courtesy 2
《商务英语》 授课教案 2 6. the Five Year Plan 五年计划 7. The Role of Consumers in Markets Consumers too are certainly a major constraint on firms. In fact, it is ultimately consumers who effectively determine the way in which markets behave — whether they grow or decline and how fast they change. Consumers will even condition how quickly products are developed and improved in markets. How do they do this? Later today if you buy a CD you are entering a market as a consumer but you would hardly perceive yourself as a major player in the music business. And this is true: on its own, your interest in John Lennon or Boyzone doesn’t count for much. However, expressed collectively, purchasing power is the most powerful force at work in any market. If people decide that John Lennon’s songs have begun to sound a little twee and Boyzone are a bit old, then the firms that produce and sell their CDs will focus their efforts upon other more popular or potentially more popular artists. 8. the change in the consumption of China is as follows: Consumers are given a better deal, thanks to: (1) increased production (2) rising income (3) market orientation policies (4) consumers’ role in the change V. Language Points 1. The pace of change in China as propelled by the opening-up policy and accelerated by economic reform has been most fascinating to people both inside and outside China. 在经济改革的促进和开放政策的推动下，中国发生了令国内外各界人士眼花缭乱的巨大变化。 propel: to move, drive, or push something forward 推进，驱使 accelerate: to increase the speed of, to cause to develop or progress more quickly 加速，促进 fascinating: having great attraction or charm 吸引人的，迷人的 2. thanks to: because of someone or something 由于… ①. We’ve reached our goal of $50,000, thanks to the generosity of the public. 由于公众慷慨解囊，我们已经达到了 50, 000 美元的目标。 ②. Some ski resorts opened early, thanks to a late-October snowstorm. 由于十月底的暴风雪，一些滑雪场提前开放。 3. The status of the consumer has vastly improved and marketing efforts to woo them are on the increase everyday. 消费者的地位也显著提高了，迎合消费者的营销手段层出不穷。 vastly: greatly woo: (1)（男人）求爱，求婚 (2)争取…支持 e.g. to woo the voters before an election 在选举之前争取选民的支持 on the increase: increasing 4. Long consumer queues have been partially replaced by smile campaigns and courtesy
岗仟所蜀号大学 《商务英语》 授课教案 programs. 排着长队购物的现象现在已不多见了，取而代之的是热情、礼貌、周到的服务。 注意'smile campaign'”和courtesy program”这两个词组的翻译。这里是采用意译的手法。直译是 “(商家开展的)微笑（待客）活动和“礼貌（待客）活动”。 5.Department stores and hotels in cities usually lead the trend in treating the consumer well, setting a good example for others to follow. 城里的百货商场和饭店通常能为顾客提供无微不至的服务，在这一点上，他们不愧为其他商家 的表率。 本句话的特殊之处在于其句尾有一个做状语的现在分词短语“settting a good example for others to foow”,现在分词短语作状语时，通常都表示主语正在进行的另一动作，来对谓语表示的主要 动作加以修饰或作为陪衬。例如： She ran out of the house screaming她尖叫着跑出屋来。 Standing on the top of this mansion,we could see half of this city.站在这座大厦的顶部，我们能够看 到半座城市。 I walked along the street,.not knowing where to go.我沿着这条街走着，不知道该去何处。 lead the trend (in):(在某方面)引领潮流，率风气之先 That famous model always leads the trend in fashion.那个名模总是领导时装新潮流。 Some ambitious young people always dream of leading the trend of the times.一些抱负远大的青年总 是梦想能够引领时代的潮流。 6.take sb./sth.seriously:to believe that someone or something is worth your attention or respect D.As a teacher,it's important that the kids take you seriously. 对一名教师来说，被孩子们重视是很重要的。 2.It's only a joke-don't take it seriously! 只是个玩笑，不要把它当真！ 7.In the process of change,the Chinese consumers have taken an active role,and are asking for more. 中国的消费者在这一变化的过程中起到了积极的作用，而且他们的需求也增多了。 have taken an active role:have played an active role asking for more:have more needs 8.They are acquiring new tastes,buying brand-new products and adopting new lifestyles. 他们要变换口味，购买新产品，接受新的生活方式。 acquire:obtain获得，获得e.g to acquire proficiency in math.在数学上达到熟练水平 brand-new:new and not yet used崭新的 adopts:To take up and make one'sowm:采纳：接受并成为己有eg adopt a new idea采纳新意见 9.American-made Coca Cola and Pepsi have generated some good publicity. 美国的可口可乐和百事可乐也很受消费者的欢迎。 generated some good publicity:become popular among the consumers 3
《商务英语》 授课教案 3 programs. 排着长队购物的现象现在已不多见了，取而代之的是热情、礼貌、周到的服务。 注意“smile campaign”和“courtesy program”这两个词组的翻译。这里是采用意译的手法。直译是 “（商家开展的）微笑（待客）活动”和“礼貌（待客）活动”。 5. Department stores and hotels in cities usually lead the trend in treating the consumer well, setting a good example for others to follow. 城里的百货商场和饭店通常能为顾客提供无微不至的服务，在这一点上，他们不愧为其他商家 的表率。 本句话的特殊之处在于其句尾有一个做状语的现在分词短语“settting a good example for others to follow”，现在分词短语作状语时，通常都表示主语正在进行的另一动作，来对谓语表示的主要 动作加以修饰或作为陪衬。例如： She ran out of the house screaming. 她尖叫着跑出屋来。 Standing on the top of this mansion, we could see half of this city. 站在这座大厦的顶部，我们能够看 到半座城市。 I walked along the street, not knowing where to go. 我沿着这条街走着，不知道该去何处。 lead the trend (in): （在某方面）引领潮流，率风气之先 That famous model always leads the trend in fashion. 那个名模总是领导时装新潮流。 Some ambitious young people always dream of leading the trend of the times. 一些抱负远大的青年总 是梦想能够引领时代的潮流。 6. take sb./sth. seriously: to believe that someone or something is worth your attention or respect 重视 ①. As a teacher, it's important that the kids take you seriously. 对一名教师来说，被孩子们重视是很重要的。 ②. It's only a joke — don't take it seriously! 只是个玩笑，不要把它当真！ 7. In the process of change, the Chinese consumers have taken an active role, and are asking for more. 中国的消费者在这一变化的过程中起到了积极的作用，而且他们的需求也增多了。 have taken an active role: have played an active role asking for more: have more needs 8. They are acquiring new tastes, buying brand-new products and adopting new lifestyles. 他们要变换口味，购买新产品，接受新的生活方式。 acquire: obtain 获得，获得 e.g. to acquire proficiency in math. 在数学上达到熟练水平 brand-new: new and not yet used 崭新的 adopt: To take up and make one's own: 采纳：接受并成为己有 e.g. adopt a new idea 采纳新意见 9. American-made Coca Cola and Pepsi have generated some good publicity. 美国的可口可乐和百事可乐也很受消费者的欢迎。 generated some good publicity: become popular among the consumers
莲肉纤黄大学 《商务英语》 授课教案 generate:to produce or cause something产生，发生；To bring into being;give rise to形成，造成e.g generate a discussion造成一场争论 The Olympic Games to be held in Beijing in 2008 generate an enthusiasm for English. 10.become conscious of:aware知道，注意到. D.It wasn't until after the game that he became aware of the bruises on his legs. 直至比赛结束他才注意到自己腿上的擦伤。 2.She became conscious of a growing amount of hostility between them. 她注意到他们之间的敌意在不断增加。 11.Because of the "one-child"policy of the state,parents go out of their way to provide the best for their special class of "young consumers". 由于中国实行计划生育政策，作父母的总是想法设法地满足“小消费者这一特殊阶层的需要。 to do something with more effort than is usual or expected特意去（做），想尽各种办法（做）eg She went out of her way to make me feel welcome. 她特意让我觉得是受欢迎的。 Jennifer knew what a difficult time I was having,and went out of her way to be friendly. 詹尼弗明白我当时处境艰难，就特意地表现友好。 VI.Summary of the lesson The pace of change in China as propelled by the opening-up policy and accelerated by economic reform has been most fascinating to people both inside and outside China.One obvious change is that consumers are given a better deal,thanks to increased production,rising income and market orientation policies.Another indication that the government takes marketing seriously is that it has set up Consumer Council.In the process of change,the Chinese consumers have taken an active role,and are asking for more. The open-door policy is giving the individual a revived opportunity for self-expression.Consumers are gradually becoming more conscious of their individual needs. VII.Comprehension 1.Why has the pace of change in China been most fascinating to the world? 2.What is the obvious change to the Chinese consumers? 3.Has the status of the consumer changed?Give some examples to prove it. 4.Why does the author think TV advertising is a substantial business? 5.Does the government take marketing seriously?Give some examples. 6.Do you think that the consumers will be given more attention?Why or why not?
《商务英语》 授课教案 4 generate: to produce or cause something 产生，发生; To bring into being; give rise to 形成，造成 e.g. generate a discussion 造成一场争论 The Olympic Games to be held in Beijing in 2008 generate an enthusiasm for English. 10. become conscious of: aware 知道，注意到… ①. It wasn't until after the game that he became aware of the bruises on his legs. 直至比赛结束他才注意到自己腿上的擦伤。 ②. She became conscious of a growing amount of hostility between them. 她注意到他们之间的敌意在不断增加。 11. Because of the “one-child” policy of the state, parents go out of their way to provide the best for their special class of “young consumers”. 由于中国实行计划生育政策，作父母的总是想法设法地满足“小消费者”这一特殊阶层的需要。 to do something with more effort than is usual or expected 特意去（做），想尽各种办法（做） e..g. She went out of her way to make me feel welcome. 她特意让我觉得是受欢迎的。 Jennifer knew what a difficult time I was having, and went out of her way to be friendly. 詹尼弗明白我当时处境艰难，就特意地表现友好。 VI. Summary of the lesson The pace of change in China as propelled by the opening-up policy and accelerated by economic reform has been most fascinating to people both inside and outside China. One obvious change is that consumers are given a better deal, thanks to increased production, rising income and market orientation policies. Another indication that the government takes marketing seriously is that it has set up Consumer Council. In the process of change, the Chinese consumers have taken an active role, and are asking for more. The open-door policy is giving the individual a revived opportunity for self-expression. Consumers are gradually becoming more conscious of their individual needs. VII. Comprehension 1. Why has the pace of change in China been most fascinating to the world? 2. What is the obvious change to the Chinese consumers? 3. Has the status of the consumer changed? Give some examples to prove it. 4. Why does the author think TV advertising is a substantial business? 5. Does the government take marketing seriously? Give some examples. 6. Do you think that the consumers will be given more attention? Why or why not?