世纪商务英语教参.docVIP

Unit 1 Market Research I. Teaching Aims 1. Enabling the students to know basic ways to gather market information. 2. Enabling the students to understand the purpose of market research. 3. Enabling the students to grasp the basic patterns to introduce the advantages and disadvan- tages of research methods. II. Lead-in Market research is carried out to make organizations of all kinds more aware of people’s needs so that they can provide products and services that meet those needs. It is usually carried out to prepare an extensive database about the customers. The database helps in identifying the needs and requirements of customers. The market development data is the building block of a marketing strategy. A market development data involves in doing an assessment, setting the marketing objectives, selecting the research methods, and putting the research into action. There are several kinds of methods involved in market research, including personal survey (face to face), telephone survey and so on. III. Keys to Warming-up Exercise (a) 1. tax policies and regulations 2. market characteristics 3. competition 4. social and cultural habits 5. customers’ buying behavior 6. industry development (b) 1. newspaper 2. magazines 3. government reports 4. Internet 5. industry association journals 6. research specialists IV. Proposals to Teach the Situational Dialogues 1. Teachers may play the tape recordings one by one, asking the students to close their books. 2. After each recording, teachers may use the QuestionResponse way to check if the students get the idea of market information. 3. After the students have opened the books, teachers may draw the students’ attention to the important and new words and add some explanation. 4. After that, teachers ask the students to underline the basic sentence patterns in the dialogues and do the substitution. 5. To finalize, teachers may ask the students to summarize the research methods. V. Suggestions on Practice Practice 1 In this practi