中职《英语口语交际应用》同步教学（西南财经大学出版社）Unit7 Big Data（课件）（60
张）
(共60张PPT)
Unit 7
Big Data
After learning this unit, you’ll be able to:
talk about the application of big data;
read articles on the use of big data;
complete a data analysis report.
CONTENTS
Warming-UP
Listening and Speaking
Reading
Writing
Professional Values and Ethics
Warming-UP
I. Choose the word or expression from the box and write it on the space provided
below each picture.
2.____________
1.____________
3._______________ data analysis programming language neural network server
data sharing
data mining
data model
cloud computing
data analyst
server
data analyst
cloud computing
5.______________ 4.____________
6._________________ Warming-UP
data analysis
data sharing
8.__________________
7.______________
9.______________
neutral network
programming language
data model
II. Discuss the following questions.
Warming-UP
1. What do you think of the advantages and disadvantages of big data
2. Can you list where big data is being used in our daily life Listening and Speaking
Read the words. Guess what will happen.
Listening and Speaking
Dialogue 1 Big Data and People’s Daily Life
personalize /'p s n la z/ v. 为个人特制（或专设），个人化benefit /'ben f t/ v. 对（某人）有用，使受益
traffic /'tr f k/ n. 交通
pattern /'p tn/ n. 模式；方式
pollution /p 'lu n/ n. 污染
transportation / tr nsp 'te n/ n. 运输
I. Listen to the dialogue and fi ll in the missing information.
(Ann and Bella are talking about how big data changes people’s life) Ann: Have you heard how big data can change people’s life
Bella: Not really. How could it do that
Ann: Well, big data can be used to make personalised recommendations to people. ①
_____________ , your online shopping ② _____________ could be improved by
understanding what other people with similar ③ _____________ have bought in the past.
Bella: That sounds really cool! What other ways could big data benefit people
Ann: Big data can also be used to help ④ _____________ traffi c patterns, reduce pollution,
and improve public transportation. All of this can lead to more effi cient cities and ⑤
_____________ quality of life.
Listening and Speaking
For example
experience
interests
manage
better
II. Listen to the dialogue again and tick true (T) or false (F).
Listening and Speaking
（）1. Ann thinks that big data can change people's life.
（）2. Bella knows how big data can change people's life.
（）3. Big data can be used to make personalised recommendations to
people.
（）4. Big data cannot be used to help manage traffi c patterns.（）5. Big data can lead to more effi cient cities and better quality of life.
T
F
T
F
T
III. Role-play.
Listening and Speaking
Suppose you and your partner are talking about the use of big data. Make a dialogue and act it out with your partner.
Listening and Speaking
Useful Expressions
Big data is a hot topic these days. Do you know something about it
Really How so
Wow, that’s impressive!
In what ways can big data benefit
people
Yes, of course. Big data plays important roles in our daily life.
It’s being used to analyse con-sumer behaviour and...
And the great thing is that it can be used to improve people’s lives. For example, it can be used to...
Partner A
Partner B
Read the words. Guess what will happen.
Listening and Speaking
Dialogue 2 Why Is Big Data So Powerful
powerful /'pa fl/ adj. 强有力的；力量大的；很有效的source /s s/ n. 来源；出处
organisation / ɡ na 'ze n/ n. 组织；团体；机构
spot /sp t/ v. 注意到，发现
trend /trend/ n. 趋势，动态
outcome /'a tk m/ n. 结果，效果
I. Listen to the dialogue and fill in the missing information. (Ann and Neil are talking about the power of big data)
Ann: Have you ① _____________ about big data
Neil: Yeah, I heard it’s a powerful tool for ② _____________ now. Ann: Why is that
Neil: Well, it’s so powerful ③ _____________ it can collect large amounts of data from
different sources.
Ann: And this can help organisations spot trends that can be used to make better ④ _________ .
Neil: That’s right.
Ann: That’s really a big help!
Neil: Plus, it can also ⑤ ___________ businesses to accurately predict outcomes in the future.
Listening and Speaking
heard
businesses
because
decisions
allow
II. Listen to the dialogue again and write true (T) or false (F).
Listening and Speaking
（） 1. Big data is a powerful tool for businesses.
（） 2. Big data can help businesses make better decisions.（） 3. Big data can predict the future of mankind.
T
T
F
III. Listen to the dialogue once more and answer the questions. Listening and Speaking
1. In what way is big data so powerful
2. How is big data being used in businesses
It’s so powerful because it can collect large amounts of data from different sources.
It can help organizations spot trends that can be used to make better decisions and also allow businesses to accurately predict outcomes in the future.
IV. Role-play.
Listening and Speaking
Suppose you and your friend are talking about the use of big data. Make a dialogue and act it out with your partner.
Listening and Speaking
Useful Expressions
How can big data help busi-ness
Can you give me an example
So what are you going to do with
this data
The possibilities are endless!
Big data can help businesses in a
variety of ways.
It can provide insights into customer...
I haven’t fi gured it out yet. But
that’s not important. Everyone’s talking about big data.
It certainly is! Big data can also
be used to...
Partner A
Partner B
Reading
Think and discuss.
Reading
Text A
1. What do you think are the advantages and disadvantages of big data
2. What are the challenges for big data
Reading
The Era of Big Data
Reading
The world is quickly entering the era of big data. Big data refers to the large, diverse sets of information that grow at ever-increasing rates. Big data can have different kinds of information from many sources, such as
information that comes from schools, social media sites, companies, and governments.
Big data can be used in many ways. Some schools use big data to understand which children may need extra help in class. The teacher can then give certain students more help or support so those students can succeed in panies use big data, too. It helps them understand who buys their products. For example, one company uses weather data to see when people eat the most ice cream.
The Era of Big Data
Reading
Big data can be used for good reasons. Some hospitals use big data to predict if a baby who is born too early will get sick. Big data can also be misused. Big data misuse involves privacy violation, fake news, unfairness, and threats to freedom, needing oversight for responsible use.
In conclusion, the era of big data is transforming the way we live and work. The ability to collect, process, and analyse vast amounts of data has opened up new opportunities for businesess, governments, and individuals. However, with these opportunities come new challenges that need to be addressed to ensure that big data is being used in a responsible and ethical manner.
Reading
Words and Expressions
era
diverse
ever-increasing
extra
transform
process
amount
/' r / n. /da 'v s/ adj.
/'ev nkri:s / adj.
/'ekstr / adj.
/tr ns'f m/ v.
/'pr ses/ v.
/ 'ma nt/ n.
时代，年代
不同的，各式各样的
日益增长的
额外的
改变；转换
处理，加工
数量；总额
Reading
analyse
address
social media
ice cream
be likely to
get sick
open up
/' n la z/ v.
/ 'dres/ v.
分析
处理，设法解决
社交媒体
冰激凌
很有可能
生病；患病
打开；开发
Reading
Notes
1. Some hospitals use big data to predict if a baby who is born too early will get sick.
一些医院利用大数据预测早产的婴儿是否会生病。
if 引导的宾语从句作predict 的宾语，在宾语从句中又包含了一个由关系代词who 引导的定语从句，修饰先行词baby, who 在定语从句中作主语。
Reading
2. However, with these opportunities come new challenges that need to be addressed to ensure that big data is being used in a responsible and ethical manner.
然而，伴随这些机遇而来的是新的挑战。我们需要应对这些挑战，以确保以负责任和符合道德的方式使用大数据。
with these opportunities 为介词短语作状语，后面的come new chall-enges... 为倒装结构；关系代词that 引导定语从句，修饰先行词challenges；不定式短语to ensure 后的that 引导的是宾语从句，宾语从句的谓语动词是现在进行时的被动语态；in a responsible and ethical manner 为介词短语作状语。
Reading
Language in Use
I. Match the words with their Chinese meanings.
1. sick A. 确定，确实
2. era B. 收集，采集
3. idea C. 预言，预计
4. certain D. 时代，年代
5. extra E. 想法，主意
6. predict F. 法律，法规
7. collect G. 生病的，恶心的
8. law H. 违反
9. media I. 额外的
10. break J. 媒体
G
D
E
A
I
C
B
F
J
H
. Match the words with their defi nitions. Reading
1. process
2. extra
3. diverse
4. predict
5. source
A. to say that sth will happen in the future
B. any thing or place from which something comes
C. very different from each other and of various kinds
D. additional
E. to perform a series of operations on data in a computer
plete the following sentences with the words from Exercise II. Change the
form where necessary
1. It is impossible to _____________ what will happen.
2. Our society today is quite culturally _____________ .
3. The _____________ of the river is somewhere in the mountains.
4. He earns _____________ money by doing magic at children’s parties.
5. A computer is a device for _____________ information.
predict
diverse
source
extra
processing
Reading
IV. Write true (T) or false (F) according to the text.
（）1. Big data refers to the large, diverse sets of information that grow at
ever-increasing rates.
（）2. Some schools use big data to understand which children may need
extra help in class.
（）3. One company uses weather data to see when people eat the most
icecream.
（）4. No hospitals use big data to predict if a baby who is born too early
will et sick.
（）5. Big data can only be used for good reasons.
T
T
T
Reading
F
F
V. Read again and answer the following questions.
1. What is the main idea of the last paragraph
2. What is this text mainly about
Reading
Think and discuss.
Text B
1. What is a smart city
Reading
2. How can hazards be prevented
Reading
The Role of Big Data in Smart Cities
As cities grow larger and more complex, it becomes harder to manage them efficiently. That’s where the concept of “smart cities” comes in.Smart cities have become increasingly popular in recent years. A smart city is a city that uses technology to improve the quality of life of its citizens. One of the key technologies that are driving the development of smart cities is big data.
Reading
such as traffi c patterns, air quality, and energy consumption. Smart cities use big data to make informed decisions about how to improve the city. For example, a smart city might use data from traffi c sensors to optimise traffic flow and reduce congestion. It might also use data from air quality sensors to identify areas of the city with high levels of pollution and take steps to address the problem.
In addition to improving the quality of life of citizens, smart cities can also save money. By using data to optimise city services, such as waste collection and energy consumption, smart cities can reduce costs and
improve effi ciency.
Overall, big data is a key factor of smart cities. By using data to make informed decisions, smart cities can improve the quality of life of their citizens and save money at the same time
Reading
Words and Expressions
/'k mpleks/ adj.
/ n'kri s li/ adv.
/dra v/ v.
/' nsa t/ n.
/'ve ri s/ adj.
/' spekt/ n.
复杂的
越来越多地，不断增加地
驱动
洞悉，了解
各种各样的
方面
complex
increasingly
drive
insight
aspect
Reading
optimize
identify
overall
smart city
come in
gain insights into
/' pt ma z/ v.
identify /a 'dent fa / v.
overall / v r' l/ adv.
优化
认出，识别
全部，总共
智慧城市
(新的观点) 流行起来
深入了解；洞察
Reading
traffic flow
take steps
in addition to energy consumption reduce costs improve efficiency
采取措施
除……之外( 还有，也)
能源消耗
降低成本
提高效率
Reading
Notes
1. Big data can be analysed to gain insights into various aspects of city life such as traffic patterns, air quality, and energy consumption.
（我们）可以对大数据进行分析，以便深入了解城市生活的各个方面，如交通模式、空气质量和能源消耗。
can be analysed 为情态动词的被动语态形式，不定式短语to gain insights into various aspects 在句中作目的状语。
Reading
2. It might also use data from air quality sensors to identify areas of the city with high levels of pollution and take steps to address the problem.
它还可能使用空气质量传感器的数据来识别城市中污染严重的区域，并采取措施解决问题。
with high levels of pollution 为介词短语作后置定语，修饰areas of the city；句中两个不定式短语to identify areas... 和to address the problem 都作目的状语。
中职《英语口语交际应用》同步教学（西南财经大学出版社）Unit7 Big Data（课件）（60 张） (共60张PPT) Unit 7 Big Data After learning this unit, you’ll be able to: talk about the application of big data; read articles on the use of big data; complete a data analysis report. CONTENTS Warming-UP Listening and Speaking Reading Writing Professional Values and Ethics Warming-UP I. Choose the word or expression from the box and write it on the space provided below each picture.
2.____________ 1.____________ 3._______________ data analysis programming language neural network server data sharing data mining data model cloud computing data analyst server data analyst cloud computing 5.______________ 4.____________ 6._________________ Warming-UP data analysis data sharing
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《实用商务英语》课程教学大纲 课程代码：ZAB060460 课程类型：必修课 英文名： Business English 总学分、学时：2学分；32学时 适用专业：高职高专非英语专业 一、本大纲制定的主要依据： 根据我国高等职业教育、普通高等专科教育和成人高等教育的教学目标，即培养高级应用型人才，其英语教学应贯彻“实用为主，够用为度”的方针。本大纲以教育部《高职高专教育英语课程教学基本要求》以及《高等学校应与应用能力考试大纲》为依据而编制。大纲的各项规定可作为教学安排、教材的选择及教辅编写、教学质量检查的依据。 二、课程的地位、性质和任务 商务英语是一门实用性很强的学科。这门课程丰富多彩的商务内容，涉及中国及全球商务活动的各个方面和课题，如日常问候、接听电话、约会安排、招聘面试、会议组织、产品描述、价格谈判等商务活动。本课程旨在通过生动的素材和大量的课堂演练，使学生在掌握基本的商务知识、商务沟通、商务谈判技巧以及在商务情景下的外贸、金融、财务等相关词汇、知识的基础上，提高商务交际能力。 三、本课程教学的基本要求 根据教育部的有关文件及精神,还有我校的实际情况,现制定对本课程教学的基本要求。我校英语教学为基础阶段，教学要求如下： 商务英语课程以商务活动为主题，侧重语言能力的培养。教学内容丰富，共分为十个单元，内容包括人际关系沟通，电话会谈，信息交流，会议，接待客户等；另外，为了全面发展学生的语言能力，本课程还根据需要，每个单元分为三个板块，分别是听说、阅读和写作训练。为了让学生更好地掌握当代国际商务惯例，正确并恰当地用英语完成商务活动，本课程选用西南财经大学出版社最新出版的《实用商务英语》教材并配以大量的真实的商务英语视听材料，让学生具备基本商业及文化素质，提高跨文化沟通能力。 具体要求如下： 1、在听力方面要求学生能听懂正常语速基本商务活动的谈话，类型涉及电话，接待，采访，讨论
项目五细分和选择目标市场 本项目学习任务 了解市场细分的标准； 掌握市场细分的步骤； 了解目标市场选择的标准； 掌握目标市场选择的模式； 了解目标市场覆盖战略； 掌握市场定位的策略； 了解目标市场定位的步骤； 能够根据案例材料，为被模拟企业进行市场细分，筛选目标市场，并为企业进行市场定位。 任务一认识市场细分 一、市场细分的含义 市场细分是指以消费者需求的某些特征或变量为依据，区分具有不同需求的顾客群体的过程。 二、市场细分的标准 （一）消费者市场细分标准 1. 地理因素 按地理因素细分市场是指根据消费者所在的地理位置及其他地理变量（包括地形气候、交通运输、人口密度等）来细分消费者市场。 2. 人口因素 按人口因素细分市场是指按照社会各种人口统计变量的特征细分市场。人口因素主要包括职业、性别、收入、年龄、婚姻、受教育程度、家庭生命周期、民族、宗教、社会阶层等。 3. 心理因素 按心理因素细分市场是指按照消费者的心理特征细分市场。这些因素主要包括个性、购买动机、价值观念、生活格调、追求的利益等变量。 4. 行为因素 按行为因素细分市场是指按照消费者的购买行为来细分市场。这些因素主要包括消费者进入市场的程度、使用频率、偏好程度等变量。 （二）产业市场细分标准 1. 人文变量 人文变量是指人类文化中的先进的、科学的、优秀的、健康的符号、价值观及其规范。在产业市场中，人文变量主要包括行业、公司规模、地理位置等。 2. 经营变量 经营变量是指影响企业经营者从事有目的的经济活动而进行筹划、设计与安排等行为的因素，主要包括技术、使用者或非使用者地位、顾客能力等。 3. 采购方法 采购方法是指企业在采购活动中所运用的方法，主要包括采购职能组织、权力结构、与用户的关系、总的采购政策、购买标准等。 4. 情境因素 情境因素是指企业在一个具体场合下，与当事人直接有关的全部社会事实及其组织状态，主要包括紧急状态、特别用途、订货量等。 5. 个性特征 个性特征是指企业在物质活动和交往活动中形成的具有社会意义的稳定的心理特征，主
项目四市场调查与预测 本项目学习任务 掌握市场调查的内容； 了解市场调查的类型； 掌握市场调查的流程与方法； 掌握市场调查问卷的构成； 掌握市场预测的方法； 能够根据所学知识设计市场调查的流程； 能够根据需要选用合适的市场调查方法； 能够根据调查需要设计调查问卷； 能够准确运用市场预测的方法进行预测。 任务一认识市场调查 一、市场调查的定义 市场调查就是运用科学的方法系统地收集、记录、整理和分析市场信息资料，从而了解市场发展变化的现状和趋势，为市场预测和经营决策服务的工作过程，是伴随市场的产生而出现的一种管理活动。 二、市场调查的内容 1. 市场宏观环境调查 对市场宏观环境的调查包括以下几个方面： （1）政治环境。对政治环境的调查主要是了解政府有关政策、方针的具体内容，如在一定历史时期工农业生产发展的方针政策、物价政策、工资政策、对外贸易政策等。 （2）法律环境。对法律环境的调查主要是了解与企业生产经营活动相关的法律法规。 （3）经济环境。对经济环境的调查主要是对工农业生产状况、经济发展水平、自然资源和能源的开发及其供应状况、进出口产品的数量及其变化情况、税收和银行利率及其变动情况、消费水平与消费结构、就业率、经济政策等的调查。 （4）人口环境。人口调查的具体内容主要包括人口总数、年龄结构、性别结构、收入结构、地理分布、家庭结构、受教育程度、职业等。 （5）文化环境。文化环境的调查主要是对消费者文化背景、教育水平、民族与宗教状况、风俗习惯、社会心理的调查。 （6）自然环境。自然环境一般包括自然资源、地理与气候环境等方面的内容。 2. 市场微观环境调查 （1）目标市场调查。目标市场调查主要包括对市场占有率、市场容量、市场变化趋势的调查。 （2）产品研究调查。产品研究调查是指对新产品的开发、测试，现有产品的研发、诊断和改造等内容的调查。 （3）产品实体调查。产品实体调查是指对产品本身的性能、质量、规格、品种等因素的调查。 （4）企业和品牌调查。企业和品牌调查包括企业和品牌的知名度、好感度研究，企业和品牌的认知程度和认知途径研究，企业和品牌的各项指标研究，对新品牌和新企业的名称、商标相关设计的评价和喜好，品牌的管理和品牌力的测试，有时还可能涉及品牌使用者形象的确认研究，等等。 （5）消费者调查。消费者调查是企业市场调查的主要内容，它主要包括购买行为、使用行为、价格敏感度等项内容。
项目九制定促销组合 本项目学习任务 了解影响促销组合选择的因素； 了解促销的基本方式； 掌握人员推销的特点和方法； 了解销售促进的方式； 了解公共关系活动的方式； 能够根据企业的需要设计人员推销方案； 能够根据企业的需要选择广告媒体； 能够根据企业的实际情况开展销售促进； 能够根据企业的需要开展公共关系活动。 任务一选择促销策略 一、促销与促销组合 促销即促进销售，是指通过人员和非人员的方式，把企业的产品和服务信息传递给顾客，激发顾客的购买欲望，影响和促进顾客购买行为的全部活动。 促销组合是一种组织促销活动的策略思路，主张企业运用人员推销、广告、销售促进、公共宣传四种基本促销方式组合成一个策略系统，使企业的全部促销活动互相配合、协调一致，最大限度地发挥整体效果，从而顺利实现企业目标。 二、促销的基本方式 1. 人员推销 人员推销是指企业派出销售人员亲自向目标客户进行产品介绍、推广、宣传与销售，与消费者或用户进行面对面的口头洽谈交易的促销方式。 2. 广告 广告是指企业按照一定的预算方式，支付一定的费用，通过一定的媒体把商品信息传送给广大目标客户的一种促销方式。广告媒体有很多，包括广播、电视、报纸、杂志及其他醒目的有形物体等。 3. 销售促进 销售促进是指企业利用各种短期诱因，鼓励购买或销售企业产品或服务的一种促销方式。 销售促进的方式包括以消费者或用户为对象的推广方式、以中间商为对象的推广方式以及以销售人员为对象的推广方式。 4. 公共宣传 公共宣传是指企业以非付款的方式通过第三者在报刊、电台、电视、会议、信函等传播媒体上进行有关企业产品的有利报道、展示或表演，以刺激人们需求的一种促销方式。 公共宣传的主要活动方式是与政府机构、中间商、零售商和社会上有影响力的专家、学者，以及有关的社会团体建立联系，制造各种新闻素材，提供各种咨询服务，通过传播媒体的宣传报道，说明企业对国家、社会及消费者所做的贡献，使社会公众对企业产生良好的印象，提高企业产品的知名度和美誉度。 5. 直复营销 直复营销是以盈利为目标，通过个性化和大众沟通媒介向目标市场成员发布发盘信息，以寻求对方直接回应（问询或订购）的社会管理过程。 三、影响促销组合选择的因素 1. 促销目标
APart I Reading Comprehension (40%) Directions: There are four passages in this part. Each passage is followed by some questions or unfinished statements. For each of them there are four choices marked A, B, C and D. Chose the best answer and blacken the corresponding letter on the Answer Sheet. Passage One Making a film takes a long time and is very hard work. Writing the story for the film may take many weeks. Shooting (拍摄) the film often takes at least six months. Actors and cameramen work from very early in the morning until late at night. Each scene has to be acted and re-acted, filmed and re-filmed, until it is just right. Sometimes the same scene has to be acted many times. The film studio is like a large factory, and the indoor stages are very big indeed. Scenery of all kinds is made in the studio. Churches, houses, and forests are all built of wood and cardboard. Several hundred people work together to make one film. Some of these people are the actors and actresses. The director of the film, however, is the most important person in a film studio. He decides how the scenes should be filmed and how the actors should act. Most people go to see a film because they know the film stars are in it. Sometimes the film may be very poor. It is best to choose a film made by a good director. Some famous directors make their films very real; people feel that they themselves are among the people in the films. 1. Making a film is ________ B A. very easy B. very difficult C. quite interesting D. quite funny 2. The director of a film ________ .D A. says how each scene should be filmed B. tells the actors and actresses how they should act C. is the most important person in a film studio D. all the above 3. Which of the following statements is NOT true?D A. Writing the story for the film is a part of making a film. B. The indoor stages in the film studio are very big. C. Shooting the film often takes many months. D. All of the people in film making are actors and actresses. 4. The best title for the passage is "________ ".A A. Making a Film B. Actors and Actresses A. they like the scenes in the film B. they like the film stars in the film C. they want to lean the story of this film D. they want to know who is the director