新視野商務英語綜合教程4 第二版 教案 Unit 1 Fair Trade

Unit1FairTrade

UnitOverview（單元概覽）

Bystudyingthisunit,youareexpectedto:

?learnaboutfairtrade;

?knowthebenefitsthatfairtradebrings;

?learnaboutthedevelopmentoffairtradearoundtheworld;

?writealetterinreplytoacustomer'scomplaint.

Lead-in（主題導入）

Task1

?AskthestudentstobrainstormthemajorexportedgoodsinChina.

?Askthestudentstoworkingroupsandfillintheblanks.

?Askdifferentgroupstoreportbacktotheclass.Invitecommentsandencourage

classdiscussion.

Task2

?Dividetheclassinto2groups:theprosandthecons.

?Guidethestudentstodiscussandgivereasonableexplanationstotheirchoices.

?Askrepresentativesofthetwogroupstoreportbacktotheclass.Invitecomments

andencourageclassdiscussion.

ReadingA(精讀課文)

Task1

?AskthestudentstogototheInternetofconsultanyresourcesavailableandtryto

findasmuchinformationaspossibleaboutfairtradebeforeclass.

?EncouragethestudentstohaveanopenmindSssharetheinformationofFree

tradeinthewholeclass.

Additionalmaterials

?Freetradeisapolicyininternationalmarketsinwhichgovernmentsdonotrestrict

importsorexports.FreetradeisexemplifiedbytheEuropeanUnion/European

EconomicAreaandtheNorthAmericanFreeTradeAgreement,whichhave

establishedopenmarkets.MostnationsaretodaymembersoftheWorldTrade

Organization(WTO)multilateraltradeagreements.However,mostgovernmentsstill

imposesomeprotectionistpoliciesthatareintendedtosupportlocalemployment,

suchasapplyingtariffstoimportsorsubsidiestoexports.Governmentsmayalso

restrictfreetradetolimitexportsofnaturalresources.Otherbarriersthatmayhinder

tradeincludeimportquotas,taxesandnon-tariffbarriers,suchasregulatory

legislation.

?Fairtradeisanorganizedsocialmovementwhosestatedgoalistohelpproducers

indevelopingcountriesachievebettertradingconditionsandtopromote

sustainability.Membersofthemovementadvocatethepaymentofhigherpricesto

exporters,aswellashighersocialandenvironmentalstandards.Themovement

focusesinparticularoncommodities,orproductswhicharetypicallyexportedfrom

developingcountriestodevelopedcountries,butalsoconsumedindomesticmarkets

(e.g.BrazilandIndia)mostnotablyhandicrafts,coffee,cocoa,sugar,tea,bananas,

honey,cotton,wine,freshfruit,chocolate,flowers,goldand3Dprinterfilament.

Themovementseekstopromotegreaterequityininternationaltradingpartnerships

throughdialogue,transparency,andrespect.Itpromotessustainabledevelopmentby

offeringbettertradingconditionsto,andsecuringtherightsof,marginalized

producersandworkersindevelopingcountries.

Backgroundinformation

?Comparativeadvantage:Itisaneconomictheoryaboutthepotentialgainsfrom

tradeforindividuals,firms,ornationsthatarisefromdifferencesintheirfactor

endowmentsortechnologicalprogress.Thecloselyrelatedlaworprincipleof

comparativeadvantageholdsthatunderfreetrade,anagentwillproducemoreofand

consumelessofagoodforwhichhehasacomparativeadvantage.

?TheDohaDevelopmentRound:orDohaDevelopmentAgenda(DDA)isthe

currenttrade-negotiationroundoftheWorldTradeOrganization(WTO)which

commencedinNovember2001underthenDirectorGeneralMikeMoore.Its

objectiveistolowertradebarriersaroundtheworld,andthusfacilitateincreased

globaltrade.Since2008,talkshavestalledoveradivideonmajorissues,suchas

agriculture,industrialtariffsandnon-tariffbarriers,services,andtraderemedies.

ThemostsignificantdifferencesarebetweendevelopednationsledbytheEuropean

Union,theUnitedStates,andJapanandthemajordevelopingcountriesledand

representedmainlybyIndia,Brazil,China,andSouthAfrica.

Activity1

?Dividethestudentsintopairstodiscussthetopic.

?Tellthestudentstodrawuptheirlistofadvantagesanddisadvantagesofeach

type.

?Askthestudentstosharetheiropinionsinpairsandstatetheirreasonstosupport

theirchoices.

?Chooseseveralpairstopresenttheirideastotheclass.

ReadingB（泛讀課文）

Additionalmaterials

?Coffeeisabrewedbeveragepreparedfromtheroastedorbakedseedsofseveral

speciesofanevergreenshrubofthegenuscoffee.Coffeeplantsarecultivatedin

morethan70countries,primarilyinequatorialLatinAmerica,SoutheastAsia,and

Africa.Brazilremainsthelargestcoffeeexportingnation,butVietnamtripledits

exportsbetween1995and1999andbecameamajorproducerofRobustaseeds.

Indonesiaisthethirdlargestcoffeeexporteroverallandthelargestproducerof

washedArabicacoffee.Coffeeingestiononaverageisaboutathirdofthatoftap

waterinNorthAmericaandEurope.

Backgroundinformation

?NicaraguaisthelargestcountryintheCentralAmericanisthmus,bordering

HondurastothenorthandCostaRicatothesouth.Thecountryissituatedbetween

11and14degreesnorthoftheEquatorintheNorthernHemisphere,whichplacesit

entirelywithinthetropics.Nicaraguaisamongthepoorestcountriesinthe

Americas.Nicaraguaisprimarilyanagriculturalcountry;agricultureconstitutes60%

ofitstotalexportswhichannuallyyieldapproximatelyUS$300million.Nearlytwo-

thirdsofthecoffeecropcomesfromthenorthernpartofthecentralhighlands,inthe

areanorthandeastofthetownofEsteli.

?MatagalpaisNicaragua'sfifthlargestcity,thelargestinthecountry'sinteriorand

oneofthemostcommerciallyactiveoutsideofManagua.Matagalpaisthesecond

mostimportantcityinNicaragua.Matagalpaisknownforitsgoodcoffee,itscattle,

milkproducts,vegetables,flowersandmountainspopularwitheco-tourists.

?Fairtradecertificationisaproductcertificationwithinthemarket-basedmovement

fairtrade.Packersindevelopedcountriespayafeetothefairtradeorganizationfor

therighttousethefairtradecertificationlogo.Importersoffairtradecertified

productsarerequiredtopayexportersapricehigherthanthemarketpriceofnon-

fairtradecertifiedproducts,soastocovertheadditionalcostsusedbyFairTrade

certifiedfirmsinmarketingandinspection.Anysurplusafterpayingthesecosts

mustbeusedforlocalsocial,environmentalandeconomicprojects

Listening（聽力練習）

?Guidethestudentstoreviewthefeaturesoftelephonemessagetaking.

?Askthestudentstoreproducethetelephonecallbasedonthenotethey'vetaken.

CommunicationProject（商務溝通）

?Assignthestudentstotheresearchinadvance.

?Dividethestudentsintogroupsoffive,withonenotetakerineachgroup.

?Askthemtoexchangeideaswithingroups.

?InviteabouttwonotetakerstoreporttheresultsoftheirdiscussionofTask1.

Writing（商務寫作）

?Guidethestudentstoreadthetaskandworkoutexactlywhattheyarerequiredto

do.

?Guidethemworkoutthelayoutofabusinessletter.

?Askthestudentstowriteane-mailindividually.

?Askthestudentstocheckthee-mailinpairsbyreferringtothechecklist.

AdditionalMaterials

Howtowriteamarketanalysis:

Themarketanalysisispartofabusinessplanthatpresentsinformationaboutthe

commercialmarketinwhichyourbusinessoperates,thepurchasinghabitsof

customersinthatmarket,andinformationaboutcompetitors.Basedonmarket

researchandintendedtoattractinvestors,astronganalysiswillshowwhyyour

businessisastrongadditiontoagivenmarketandhowitwillearnmoney.These

stepswillguideyouthroughtheprocessofhowtowriteamarketanalysisandgive

sometipsformakingastrongimpressiononinvestors:

1.Describeyourmarketingeneraltermsthatarerelevanttoyourbusiness.

2.Identifywhattypeofcustomersyouaretargetingandtheirtrendsandinclude

figuresandpredictionsforfuturegrowth.

3.Identifycompetitorsandexplaintheirstrengthsandweaknesses.

4.Provideananalysisofthefuturegrowthofthemarket,includinganypredicted

changesincustomerbehaviororspending.

5.Describeyourbusiness9roleinthemarketanditsadvantageovercompetitors.

6.Endyouranalysisbyprovidinganotherbriefoverviewofmarkettrendsand

competition,andhowyourbusinesswilladdressmarketneedsandcompare

favorablytocompetitors.

BusinessApologyLetter

Inthebusinessworld,losingacustomercanbeextremelycostly.Ifyoumakea

mistake,abusinessapologyletteriscrucial.Apologylettersshouldgenerallybe

writtenfromtheperspectivethatthecustomerisalwaysright.Businessapology

lettersshouldbewritteninawaythatencouragesthemtoforgivethemistake.

TipsforWritingaBusinessApologyLetter:

?Pretendyou'rethecustomerandimaginewhatheorshewentthrough.This

willensuretherighttoneissetintheletter.

?Donotmakeexcuses.Takefullresponsibilityforthemistake.

?Sharethestepsthatwillbetakentomakesurethesamemistakeisnotmade

inthefuture.

?Offerthecustomersomething(eitherincashorotherforms)tomakeupfor

thismistakeandtoaccommodatewhatheorsheexperienced.

?Closetheletterrespectfullyandmentionyouwouldliketocontinuetowork

withthem.

Checklist:

?Formation

?Structure

?Tone

?Length

MoralReflections（補充教學資源）

UnitOverview

古稱至公者，蓋謂平恕無私。

Whattheancientpeopledescribedasthegreatestfairnessprobablymeans

impartialityandforbearancewithoutanyself-interest.

Fairtradeisanarrangementdesignedtohelpproducersindevelopingcountries

achievesustainableandequitabletraderelationships.

Howdoyouunderstand"fairness”intrade?Whatdoyouthinkcontributestoa

fairtradesystem?

MoralReflections

ChineseEconomicKeywords

反壟斷監(jiān)管

anti-monopolysupervision

PresidentXiJinpingonAugust30stressedeffortstostrengthenanti-monopoly

andanti-unfaircompetitionregulations,improvethecountry'sreservesystemand

fightagainstpollution.Ximadetheremarkswhilepresidingoverthe21stmeetingof

thecentralcommitteefordeepeningoverallreform.Theanti-monopolymechanism

shouldbeimprovedandtheanti-monopolysupervisionforceshouldbestrengthened,

themeetingsaid.

[Note]

反壟斷既是我國完善社會主義市場經濟體制、推動高質量發(fā)展的內在要

求，也是我國融入全球化市場體系、參與國際競爭規(guī)則制定的外在需要。

公平競爭是市場經濟的核心，