Unit 3 A Company Prospectus, Book 3

The First Part of Unit 3,

Content:

1) Section I Talk Face to Face

2) Section II Being All Ears

Language Focus

1. Communicative Focus

    Give a brief account of the company’s history and its scope of business.

2. Focal Words and Expressions

  auditing, budget, capital, enterprise, output, net, device, institution, mobile, transform,

venture, volume, joint venture

3. Focal Functions and Patterns

1.       What do you mainly deal in? 你们主要经营什么？

2.       How many employees do you have? 你们有多少名员工？

3.       What are your main products?  你们的主要产品是什么？

4.       What’s your annual production/output?  你们的年产量是多少？

5.       Are you developing any new products?  你们在开发新产品吗？

Allocation:

  We shall use about two periods to finish the two sections.

Class: Real Estate, Construction Management and Project cost

Place: No.1 Classroom Building–B-Room 406,402,407 

No.1 Classroom Building-A-East Amphitheater on the fourth floor and fifth floor.

No.2 Classroom Building-B- Room 305Date:

Date: Oct. 31^st-Nov. 1^st

Time: 100 minutes

Reflection on teaching:

Teaching Procedure:

I: Pre-class speech on the first day of new school year:

1)      Free talk or questions.

2)      One or two students will give a presentation about themselves or some other topic.

3)      Summary on the talk.  

II: Learn Section 1 & Section II

New words & Expressions:

auditing n. 查帐, 审计, 审核; 审计学

e.g. budget auditing 预算审核         external auditing     外部[外来]审计

internal auditing 内部稽核

v. audit An examined and verified account.审核及查证过的帐簿

budget v. A systematic plan for the expenditure of a usually fixed resource, such as money or time, during a given period:预算：对于通常是固定的某种资源，如金钱或时间，在给定时间内的系统消费计划：

e.g.  A new car will not be part of our budget this year.

买一辆新车不在我们今年的预算之内

The total sum of money allocated for a particular purpose or period of time:

专款：为某一特定用途或某段时间拨发的钱财总数：

e.g. a project with an annual budget of five million dollars. 一个年拨款为五百美元的项目

capital n.

1)  A city that is the center of a specific activity or industry: 工商业中心，主要城市：为某种活动或工业的中心的一座城市：

e.g. the financial capital of the world. 世界金融中心

2) Wealth in the form of money or property, used or accumulated in a business by a person, partnership, or corporation.资本：以货币或财产形式存在的财富，被一个人、一群合伙人或一个公司在其商业活动中使用或聚集

3) Material wealth used or available for use in the production of more wealth.资产：用来或可用来制造更多财富的物质财富的资产

4) Human resources considered in terms of their contributions to an economy:人力资源：按其在一经济中的贡献来衡量的人力的资源：

e.g. The Smith Company has a capital of ＄ 30.000.史密斯公司有3万美元的资本。

enterprise n. A business organization. 企业：商业机构

e.g. embark in [upon] an enterprise 举办企业     manage an enterprise管理企业

government business enterprise公有营业   

government-sponsored enterprises政府资助的企业

group enterprise 集体事业, 集体所有制企业  income-producing enterprise盈利企业

individual enterprise单个企业; 个体户企业   joint enterprise合办企业

minor enterprise中小企业                          monopoly enterprise垄断企业 

multi-divisional enterprise多部门经营企业  multinational enterprise跨国公司

para-state enterprise半国营企业                parent enterprise母公司, 主干企业

output n. An amount produced or manufactured during a certain time. 产量：

e.g. the annual output of steel 钢的年产量  the total value of industrial output工业总产值

the literary output of 1980's 20世纪80年代的文学作品    month output月产量

net a. a. Remaining after all deductions have been made, as for expenses:纯的：

e.g. net profit. 净利润

b. Remaining after tare is deducted: 扣除皮重剩下的：

e.g. net weight. 净重

c. Ultimate; final: 最后的；结束的：

e.g. the net result. 最后成绩

device n.

a. A device is something that he uses when he tries escape from a predicament. 设置, 装置

e.g. The criminal was chasing Mr. Bond so he decided to use the device in his shoe to shoot him. So device is a thing that is man-made.

 b. A technique or means. 技术，方法

Phrase: leave to (one's) own device To allow to do as one pleases:听任某人自行其事：允许某人按自己的意愿做事：

e.g. left the child to her own devices for an hour in the afternoon.

允许孩子在下午有一个小时的自由支配时间

institution n. A custom, practice, relationship, or behavioral pattern of importance in the life of a community or society: 制度，习俗：一个社会或社区生活中的习惯，实践，关系或主要的行为方式：

e.g. the institutions of marriage and the family. 婚姻和家庭制度

mobile a. Capable of moving or of being moved readily from place to place:

移动的，可移动的：活动的或者能够由一处被移动到另外一处的：

e.g. a mobile organism; a mobile missile system. 易被移动的生物体；可移动的导弹系统

transform v. To change markedly the appearance or form of:

使…变形：明显地改变…外观或形式：

    e.g. She transformed the room by painting it. 她油漆了房间使它为之一新。

venture v. A business enterprise involving some risk in expectation of gain.

商业上的投机：为赢利而进行冒险的企业

  e.g. venture on an undertaking 冒险从事某项事业

I venture to say that.... 恕我冒昧地说...。

Nobody ventured to interrupt him. 没有人敢打断他的话。

Phrases:  joint venture 合资[合营]企业; 短期合伙[合资经营]

outside ventures 营业外经营

ventures in agroindustry 农产品加工业

volume v. Amount; quantity: 量；数量：

e.g. a low volume of business; a considerable volume of lumber.

少量的生意；一定数量的木材

A large amount. Often used in the plural: 大量。常用复数：

e.g. volumes of praise.大量的赞誉

Communicative patterns

6.       What do you mainly deal in? 你们主要经营什么？

7.       How many employees do you have? 你们有多少名员工？

8.       What are your main products?  你们的主要产品是什么？

9.       What’s your annual production/output?  你们的年产量是多少？

10.   Are you developing any new products?  你们在开发新产品吗？

11.   We’ve been in business for five yours.  我们开展业务已经有5年了。

12.   Our registered capital is 50 million yuan.  我们的注册资金是5 000万元。

13.   Last year our net profit was 2 million yuan.  去年我们的纯利润是200万元。

14.   Our company is based in Beijing.  我们的总公司在北京。

15.   The annual output is 50 000 tons.  我们的年产量是5万吨。

Some phrases:

   1)  be based in …/choose … as the home of the company 总公司在

   2)  have seven branch offices around China 全国有7个分公司

   3)  see most of your growth 你们公司业务发展最快

   4)  What is the line of business your are engaged in? or What do you mainly deal in?

5)      registered capital 注册资产/资金

6)      net profit 纯利润

III: Practice and do exercises

1.       Ask students to answer questions and do pair work.

2.       Students are asked to do dialogue while reading and listening.

3.       While listening, we’ll do listening exercises.

IV: Today’s assignment

   Read the dialogue more and more

   Prepare passage 1 before the next coming classes.

The Second Part of Unit 3, Book 3

Content

Section III Maintaining a Sharp Eye

Passage I The Art of Price War

    Passage II Everyone Has a Chance to Win

Language Focus

1. Communicative Focus

    Talking about the art of price war.

2. Focal Words and Expressions

variable, refund, identical, commit, margin, bargain

Allocation:

 We shall use about two periods to finish the two sections.

Class: Real Estate, Construction Management and Project cost

Place: No.1 Classroom Building–B-Room 406,402,407 

No.1 Classroom Building-A-East Amphitheater on the fourth floor and fifth floor.

No.2 Classroom Building-B- Room 305

Date: Nov. 1-4^th

Time: 100 minutes

Reflection on teaching:

Teaching Procedure:

I: Go over the dialogue we learnt in last class

Two or three pairs are asked to do dialogue.

II: Learn the new words and expressions:

  Read the new words after recordings and some students are asked to read them. And then answer the questions.

Main words and expressions

1)      variable a. likely to change or vary; changeable

e.g. Prices are variable according to the rate of exchange.

   The weather is extremely variable here.

2)      refund v. give back, especially money; return or repay归还, 偿还额, 退款

e.g. They refunded our money.

   We’ll refund you your expense.

3)      identical a. being the same同一的, 同样的

e.g. The handwriting on both cheque is identical. 两张支票上的笔迹完全相同。

The opinions are identical. 意见完全一致。

We are identical in our views of what should be done.

我们双方对应当怎么办的看法是一致的。

This is the identical hotel that we stayed in last year.

这就是我们去年住过的那家旅馆。

   （常与with连用）完全相同的

e.g. These two designs are almost identical. 这两种式样几乎完全相同。

My opinion is identical with his. 我的意见和他的意见相同。

 Phrase: (be)identical in在....方面是相同的

(be) identical with 和....完全相同, 和...一致

4)      commit v. promise to a certain cause, position, opinion, or course or action承诺；约定；束缚

e.g. I never commit myself on such issues.

     He would not commit himself in any way.

To do, perform, or perpetrate:犯：作、实行或犯（罪）：

e.g. commit a murder. 犯谋杀罪

5)      margin n. a measure, quantity, or degree of difference; the difference between the cost and selling price差数，差额; 盈余, 利润;

e.g.  He is on the margin of death. 他已濒临死亡。

There is no margin for error in our plan. 我们的计划中不留有误差幅度。

They have always had to make do with relatively small profit margins.

他们不得不经常设法应付较少的利润额。

6)      bargain n. something offered, sold or bought cheap廉价货

e.g. This jacket is a real bargain at such a low price.

   A bargain usually costs you more in the end.

   The car is a real bargain at $600.

Something related to the text:

Price

In today’s competitive market, where prices are determined by the market forces of demand and supply, prices often fluctuate much more that they do in those markets where prices are administered by firms. That is, markets where firms are price makers will exhibit more price stability than markets where firms are price takers.

Free market price

   A price determined purely by the forces of supply and demand without interference from an outside source, such as the government, assumes that markets are efficient, which is not always true in practice.

Administered price

   Administered price is often consciously set. In other words, instead letting daily market forces decide their prices, most firms set their own prices. They may hold prices steady for a long period of time or change them more frequently if that is required to meet objectives.

Language Points:

1.       (Para. 2) That made him one of the highest-priced online DVD retailers, but by concentrating on service and surfing the surge in DVD sales, he kept growing despite the markdowns by powerful companies like Amazon. Com, DVD Express and Reel. com.

译文：这使他的价格仍然是网上零售商的最高价之一， 但他在DVD销售中致力与改善服务，随价格上下破动能随机应变。因此，尽管， DVD E R 等实力2强大的公司一再压价，里克斯的公司仍能不断发展。

Here “That” stands for he reduced prices to 30 percent off retail in the previous sentence. Kept growing means “continued to grow”. Despite is a preposition meaning “in spite of”.

e.g. The volunteers kept working hard despite a few raindrops and dark clouds overhead.

2.       (Para.2)This tactic, also called dynamic pricing, has long been accepted in retail stores.  group of youngsters.

译文：此项策略又称为动态价格，在零售商店已经沿用很久了。   

       Long here is an adverb, meaning ‘for a long time’. The past participle phrase also called dynamic pricing is used here to introduce an appositive to tactic.

3.  (Para. 5) Such add-ons allowed businesses raise prices while placing blame on someone else---in this case, energy suppliers.

译文：此种加价办法既能使商家提高价格，又可让别人---这里指能源供应商---带其受过。  

 The conjunction while means “on the other hand”, showing a contrast between the actions of raising prices and placing blame on someone else. In this case here introduces an appositive to someone else.

e.g. Some children prefer to study in absolute silence, while other would prefer some noise in the background or they will get bored.

4.       (Para. 6) Surcharges do have uses, though.

译文：不过，附加费也确实有它的用处。  

Here “do” is used here before a verb as a means of emphasis. Though is an adverb here, meaning “in spite of the fact, nevertheless”. With this meaning, it cannot be used at the beginning of a clause.

e.g. It ‘s hard work. I do enjoy it, though.

5.       (Para. 8) “ Any time you reduce price, you’re taking from the bottom line,” says Winninger, “most businesses can’t afford that right now.”

译文： 温宁格说：“每次降价都是斧底抽薪，而目前大多数商家是承受不起的。

Here “any time” means “whenever; no matter when”, introducing an adverbial clause.

e.g. Any time you post to an online discussion, what you write can be seen by others.

6.        (Para. 9) Customers just want to feel that whoever is selling goods to them is helping them..

译文：顾客只希望觉得不管谁在卖货，都是在帮助他。  

Here “whoever is selling “good to them is the subject clause inserted in another clause that whoever is helping them, whoever being a conjunctive pronoun, connecting the two clauses by introducing the subject clause.

e.g. This is a good way to make sure that whoever is using the Internet is using it in a correct manner.

IV: Read the text and do exercise before explaining the main sentences and phrases, just try to get general idea of the text.

    Students are encouraged to do them by themselves or in group.

Key to the exercises:

Read and Think

1.       Choose the best answer according to passage.

1. c          2. b         3. a         4. d         5. b        6. c

Read and Complete

2.        Read the best answer according to the passage.

3.       Fill in the blanks with the proper forms of the words or expressions given below, changing the form if necessary..

1. identical     2. focused on         3. reduced     4. afford               5. features

6. had causes  7. chain                8. Reaction     9. positions     10.negative

4.       Complete the following passage by filling in the blanks.

    1. First          2. which          3. Low              4. reduce        5. are
        6. no            7. become      8. that          9. its                     10. would      

Read and Translate

5.       Translate the following sentences into English.

1.       This bank charges 6 percent interest on all its loans.

2.       This jacket is a real bargain at such a low price.

3.       Manufactures spend huge sums of money on advertising their products.

4.       My mother could not afford to go to college when she finished high school.

5.       It was a chain of mistakes that led to this result.

6.       The tourists were attracted by the beautiful scenery of the “green city”.

7.       We are identical in our views of what should be done.

8.       They reduced the training time from twenty days to two weeks.

Read and Simulate

6.       Paying attention to the italicized part in the English sentences and translate the Chinese sentence by simulating the structure of the English sentences.

Omit.

Passage II Everyone has a chance to win

Activities for passage II:

1)      Students are asked to read it after class in groups and do exercise.

2)      Some students are asked to retell the story or answer the questions.

3)      Mark down some main phrases or sentences.

Today’s assignment

1.       Go over passage I and prepare the new words & expressions for dictation.

2.       Read the dialogue and passage more and more after class.

The Third Part of Unit 3, Book 3

Content

Section IV Trying your Hand

Aim of this part

1. Go over the basic grammar.

  2. Write a company’s prospectus

Allocation:

 We shall use about two periods to finish the two sections.

Class: Real Estate, Construction Management and Project cost

Place: No.1 Classroom Building–B-Room 406,402,407 

No.1 Classroom Building-A-East Amphitheater on the fourth floor and fifth floor.

No.2 Classroom Building-B- Room 305

Date: Nov.7^th –8^th

Time: 100 minutes

Reflection on teaching:

Teaching Procedure

I: Review the things we learned in the last class.

  Do dictation about some main words.

II: Go over how to write a company’s prospectus

   Formation of a company’s prospectus, it includes:

1)      The name of the company

2)      The place of the company

3)      The company’s products

4)      The company’s construction

5)      The history of the company

Key to Applied writing

Ex. 2

1. Spring Inc.        2. New York          3. 4         4. 150%

5. men’s casual sports wear                6. services

Ex. 3

1. was established                       2. specialized in                           3. annual sales

4. is growing steadily                   5. branches                                 6. with

7. serve the needs                        8. further develop                        9. deal in

10. doing business

III: Grammar Rules

Ex. 4

Writing Through Correcting Mistakes

Ex. 5 omit

Write Through Translating:

Write Through Describing a Picture

Today’s Assignment:

1. Do exercise ex.3 on page 53 and ex 7 on page55.

2. Preview unit 4 and free talk on applying for credit card online.