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1、学术英语学术英语 管理管理E-Business5E-BusinessE-business (electronic business), a term coined by IBMs marketingand Internet teams in 1996, is defined as the application of information and communication technologies in support of business activities. It enables companies to link their internal and external data
2、processing systems more efficiently, to work more closely with suppliers and partners, and to better satisfy the needs of their customers. In this unit, we will learn about e-business through concrete examples. Unit 5E-BusinessUnit ContentsLead-inText A Text BListening WritingSpeakingUnit 5E-Busines
3、sLead-inActivityUnit 5E-BusinessLead-inActivity Group discussionDivide into groups of 4-5 and discuss the following questions:What is e-business?What are its functions?Division of the text into three parts according to the title.The Future of E-Business: Growth, Opportunities, and ChallengesUnit 5E-
4、BusinessLead-inActivity Listen to an introduction to the concept of e-business, and fill in the blanks with the exact words you hear.collaborating with business partnersIBMparts and suppliesdo joint researchequipment and softwareTravel bookingsText A Critical reading and thinkingBackground informati
5、onOverview Language building-upSpecialized vocabularyFormal EnglishThe Future of E-Business: Growth, Opportunities, and ChallengesUnit 5E-BusinessUnit 5E-BusinessText ABackground information Critical reading and thinkingE-Business A term used to describe businesses run on the Internet, or utilizing
6、Internet technologies to improve the productivity or profitability of a business. In a more general sense, the term may be used to describe any form of electronic businessthat is to say, any business which utilizes a computer. In most contexts e-business refers exclusively to Internet businesses.Uni
7、t 5E-BusinessText AOverview Text analysisCritical reading and thinkingGrowth Definition of business models A business model represents a group of common characteristics and methods of doing business to generate sales revenues and reduce expenses.Unit 5E-BusinessText AOverview Text analysisCritical r
8、eading and thinkingTwo most popular e-business models B2B Type 1: Focusing on facilitating sales transactions between businesses e.g. Dell Type 2: involving a company and its suppliers e.g. GM; FordUnit 5E-BusinessText AOverview Text analysisCritical reading and thinkingB2C focusing on individual co
9、nsumers understanding how consumers behave online A few questions for B2C companies to answer The importance of long-term relationship with customers e.g. Barnes&N Unit 5E-BusinessText AOverview Text analysisCritical reading and thinkingOther models C2B C2C O2OUnit 5E-BusinessText AOverview Text ana
10、lysisCritical reading and thinkingOpportunitiesInternet will continue to expand along with related technologies.To date, only a small percent of the global population uses the Internet.Increasing use of smart phones and other mobile devices Firms that adapt existing business models to an online envi
11、ronment will continue to dominate development. Unit 5E-BusinessText AOverview Text analysisCritical reading and thinkingChallenges: adapting to environmental forcesType of environmental forcesDefinitionFactors involvedUnit 5E-BusinessText AOverview Text analysisCritical reading and thinkingType of e
12、nvironmental forcesDefinitionFactors involvedInternal forcesfactors closely associated with the actions and decisions taking place within a firma firms planning activities, organization structure, human resources, management decisions, information database, available financingExternal forcesfactors
13、affecting e-business planning that originate from outside the organizationglobalization, demographic, societal, economic, competitive, technological, and political and legal forcesUnit 5E-BusinessText AGroup discussionCritical reading and thinkingList some famous e-businesses you know.What are these
14、 e-businesses most famous for?What are their respective business models?What is their greatest source(s) of revenue?Unit 5E-BusinessSpecialized vocabularyText A Language building-upTranslate the following terms from English into Chinese or vice versa.e-business models reduce expensescorporate client
15、sunsold inventorywholesalers and retailerscomparison shoppingbuying preferencesindividualized service电子商务模式减少开销企业客户未售的存货批发商和零售商比较购物购物偏好个性化服务Unit 5E-BusinessSpecialized vocabularyText A Language building-upTranslate the following terms from English into Chinese or vice versa.创造销售收入简化交易程序标价合理、高品质的电脑产品
16、大量的原材料增加购买量与消费者建立长期的关系因特网宽带连接信息数据库generate sales revenues facilitate sales transactions fairly priced, high-quality computer productslarge quantities of raw materialsincrease the volume of purchases build long-term relationships with the customers broadband access to the Internet information databas
17、eUnit 5E-BusinessSpecialized vocabularyText A Language building-upsales revenue: 销售收入销售收入 Sales revenue is the amount realized from selling goods or services in the normal operations of a company in a specified period. Companies can calculate their sales revenue from a derived number based on the co
18、st of a unit and the number of units sold.Unit 5E-BusinessSpecialized vocabularyText A Language building-upconduct business: 开展业务开展业务 He said he had to conduct some business with the grain merchant.sales transaction: 销售，交易销售，交易 Every day, millions of people take part in countless sales transactions
19、across the globe, creating a constant flow of value.Unit 5E-BusinessSpecialized vocabularyText A Language building-upcarrying costs: 持有成本持有成本In marketing, carrying cost refers to the total cost of holding inventory. comparison shopping: 货比三家货比三家 S is a comparison shopping website that compares price
20、s and products at online stores to help consumers save money. Unit 5E-BusinessSpecialized vocabularyText A Language building-uplong-term relationships: 长期关系长期关系 Our efforts are focused in building and maintaining long- term relationships. buying preference: 购买倾向购买倾向 The company could carry out the q
21、uestionnaires to make sure the customers buying preference and their habits of buying toys. Unit 5E-BusinessFormal EnglishText A Language building-upThe following sentences are selected from Text A. Replace the underlined formal words with less formal ones.making easierknow more than enoughreasonabl
22、y pricedvery impressive, extraordinaryUnit 5E-BusinessFormal EnglishText A Language building-upgiveestimatesprotectUnit 5E-BusinessSuggested answersText A Complete the following sentences with the correct form of the terms in the box.conduct businessgrowth opportunityHuman resourcesUnit 5E-BusinessS
23、uggested answersText A Complete the following sentences with the correct form of the terms in the box.individualizedbuying preferencesgenerate sales revenueUnit 5E-BusinessText B E-Business Case StudiesBackground informationCritical thinking and readingListeningSpeakingUnit 5E-BusinessText B Backgro
24、und informationAnother way to look at e-business models Storefront (店面) model Auction model Portal model Dynamic-pricing model Advertising Unit 5E-BusinessText B Background informationStorefront model Buyers and sellers interact directly. Many leading storefront model companies are B2C The shopping-
25、cart technology is the most commonly uesed tool Online shopping malls gather a wide variety of vendors for the convenience of consumersUnit 5E-BusinessText B Background informationAuction model A seller posts an item for sell, sets a minimum price and a deadline to close the auction. A bidder views
26、the current bidding activity and places a bidusually in designated increments. Auction sites usually require a commission on sales the reverse-auction model allows the buyer to set a price that sellers compete to match, or even beat. Unit 5E-BusinessText B Background informationPortal model Horizont
27、al portals (水平门户): or search engines, they aggregate information on a broad range of topics Vertical portals (垂直门户): they offer information on a single area of interestUnit 5E-BusinessText B Background informationDynamic-pricing modelName-your-price model: customers state the price they are willing
28、to pay, and they must make the purchase when such a price is accepted by businesses. (e.g. P)Comparison-pricing model (e.g. P)Demand-sensitive pricing model (group discounts)(e.g.G)Bartering model (以货易货): offer one item in exchange for another (e.g. U)Rebates (退款): customers receive a rebate on ever
29、y purchase. (e.g. E)Unit 5E-BusinessText B Background informationAdvertisingMajor revenue modelsCPM (Cost Per Mille) or CPT (Cost Per Thousand Impressions)每千人成本，千人印象成本CPV (Cost Per Visitor)单个访问者成本CPV (Cost Per View)单次浏览成本CPC (Cost Per Click) or PPC (Pay per click)单次点击成本，按点击付费CPA (Cost Per Action or
30、Cost Per Acquisition) or PPF (Pay Per Performance)单次行动成本，按业绩付费CPA (Cost Per Conversion)单次转化成本Unit 5E-BusinessText B Critical reading and thinkingText analysisCase 1: TravelocityWhat business models has Travelocity adopted?Of Porters three generic corporate strategies, which has Travelocity adopted?W
31、hat is Travelocitys growth/expansion strategy?Unit 5E-BusinessText B Critical reading and thinkingText analysisTravelocitys business modelsB2Cshopfront model (shopping mall: flights, hotels, car rentals, travel packages)vertical portal modeldynamic pricing model (comparison-pricing; )Unit 5E-Busines
32、sText B Critical reading and thinkingText analysisCorporate strategyStarting from low costMigrating toward differentiation to build customer loyaltyFocusing on the whole travel experienceCustomer Bill of RightsEncouraging customers to call (at higher costs)Honor commitment to customers even if erron
33、eously committedUser-friendly website redesignUnit 5E-BusinessText B Critical reading and thinkingText analysisGrowth/expansion strategyFrom plane tickets to travel packagesFrom B2C to B2B (corporate travel)From America to international ( used to be a U.K. company)From one website to severalUnit 5E-
34、BusinessText B Critical reading and thinkingText analysisCase 2: A Winning formula for fashion retaillive chat: 在线聊天 Live chat allows your business to interact with your website visitors in real time. rock-bottom price: 最低价 He said $50.00 was the rock-bottom price.Unit 5E-BusinessText B Critical rea
35、ding and thinkingText analysismedia coverage: 媒体报道 The 2003 invasion of Iraq involved unprecedented U.S. media coverage, particularly by FOX News.gift certificate: 礼品券 Looking for last minute gift ideas? Purchase Alaska Airlines gift certificates online for friends and family.Unit 5E-BusinessText B
36、Critical reading and thinkingText analysistravel package: 旅行套餐 Find cheap travel packages and deals that meet your budget and travel needs. ad campaign: 广告宣传活动 A good advertising campaign will increase sales. Unit 5E-BusinessListening Unit 5E-BusinessListeningJeff Bezos: Boy BillionaireListen once a
37、nd answer the following questions.At what rate was the Internet growing back in the year 1994?What product did Jeff expect that people would most likely to buy on the web? And why?What did Jeffs mom think about giving family savings to Jeff when he started Amazon? Why, according to Jeff, isnt a fami
38、ly garage the best place to launch a high-tech company?What did Jeff and his team have in mind as a top priority when they added something onto their website?Unit 5E-BusinessListeningJeff Bezos: Boy BillionaireKeys:2300% a year.Books. Books can be extensively cataloged and are easy to ship. They are
39、 one of the things youve this advantage onlineyouve infinite shopspace.She thought the investment was not in Amazon, a yet unnamed company. The investment was in Jeff and they had made a lifetime of their investments in Jeff.It is not because a family garage might run out of room for people, but bec
40、ause it might run out of electric power.Simplicity. Unit 5E-BusinessListeningFill in the blanks as you listen a second time.1.Originally created by the US Defense Department, the Internet has only recently been open to the public. At first, people used it to _.2.People really forget how _ the Intern
41、et was in 1994. There were a huge number of people connected to the Internet through the web. It wasnt the _ that it is now. It wasnt dominating _ like it does now. It was still just the earliest stage.primitivesend emails and search databasesmass market phenomenonpress coverageUnit 5E-BusinessListe
42、ning3. To beat out all the big bookstore chains which had not yet gone online, Bezos knew he would have to _. He called his parents and after explaining what the Internet was, they gave him _ to get started.4. While MacKenzie drove, Jeff typed out a business plan on his laptop. He decided to call hi
43、s new company A, a name suggesting _. He also decided on Seattle, a city where he knew he could find employees with _.computer expertisegreat size and selection300,000 dollarsmove quicklyUnit 5E-BusinessSuggested answersListeningWatch the clip again and fill in the blanks with the exact words you ha
44、ve heard.primitivesend email and search database300,000 dollarspress coveragemass market phenomenonmove quickUnit 5E-BusinessSuggested answersListeningcomputer expertisegreat size and selectionprospective employeesbiggest nightmareUnit 5E-BusinessWriting Unit 5E-BusinessWriting the methodologyIntrod
45、uce the writing strategies on page 117;Analyze the samples;Do Task 1 and 2 on page 119.Unit 5E-BusinessSpeaking Unit 5E-BusinessE-BusinessFind some latest online shopping data.Compare the advantages and disadvantages of online shopping vs. traditional shopping. (e.g. pricing, variety, convenience, p
46、ayment method, experience, after-sales)Will or will not physical stores die? Why?Do you wish to someday start an online store by using T? If you do, what type of merchandise do you wan to sell and why? Unit 5E-Business Get ready for Unit 6Assign Ss the following tasks: Find out the main points of Text A; Mark the specialized vocabulary and explain them. Underline the collocations you think important.
