体验商务英语综合教程3Unit2Brands复习进程.ppt

Unit 2Brands第一页，共50页。marketingWhat is Marketing:brands&advertisingMarketing orientation:identification and satisfaction of customer need.Customer-orientedBrand manager or product manager:promote companys productsProduct team:around individual productsFeedback 第二页，共50页。How to market:Marketing mix:Classic four ps第三页，共50页。1.product:product range/top-end/upmarket/mid-range/down-market/entry-level product/new product launched 2.place:customer group or segment/how products positioned/rivals3.price:profit margin/discount/price war4.Promotion:outlet/distribution channel/第四页，共50页。Wholesaler/distributor/retailerSales force/advertising/direct mail/packagingThese questions relate to consumer marketing.They also need to be adapted to other companies,products and services.第五页，共50页。QuotationThe most distinctive skill of professional The most distinctive skill of professional marketers is their ability to create,maintain,marketers is their ability to create,maintain,protect and enhance brandsprotect and enhance brandsPhilip Kotler was selected in 2001 as the#4 major management guru by the Financial Times(behind Jack Welch,Bill Gates,and Peter Drucker,)and has been hailed by the Management Centre Europe as the worlds foremost expert on the strategic practice of marketing.In 2008,the Wall Street Journal listed him as the 6th most influential person on business thinking.第六页，共50页。Starting upAList some of your favorite brands&answer these questions.1.Are they international or national brands?2.What image and qualities does each one have?3.Why do you chose that particular brands?4.Do the products have anything in common?(Are they all high-priced?)5.How loyal are you to the brands you have chosen?第七页，共50页。Starting upBWhat are the advantages of branded goods for:-Own instantly recognisable products,-Associate specific qualities with the brand(value for money,safety)-Launch related products under the same brand,-Gain greater customer loyalty-Make shopping a lot easier-Buy reliable products,-High prestige brands enhance ones statusa)the manufacturer?b)the consumer?第八页，共50页。Starting upCA recent survey named the brands below as the worlds top ten.Which do you think is number one?Rank the others in order.12345678910Check your answer on page 156.Are you surprised?第九页，共50页。第十页，共50页。1 Google$66.4 billion2 General Electric$61.9 billion3 Microsoft$55 billion4 Coca-Cola$44.1 billion5 China Mobile$41.2 billion6 Marlboro$39.2 billion7 Wal-Mart$36.9 billion8 Citigroup$33.7 billion9 IBM$33.6 billion10 Toyota Motor$33.4 billionGoogle ranked“most powerful brand”in 2007第十一页，共50页。VocabularyBrand managementBRANDluxuryclassicawarenessimagestretchingloyaltyleadermanagerWord partnerships with the word brand第十二页，共50页。VocabularyBrand managementALook at the eight word partnerships with the word brand.Match them to their definitions.1 A brand associated with expensive,high quality products2 The person responsible for planning and managing a branded product3 The brand with the largest market share4 A famous brand with a long history5 The ideas and beliefs which consumers have about a brand6 The tendency of a customer to continue buying a particular product7 Using a successful brand name to launch a product in a new category8 The know ledge which consumers have of a brandluxury brandclassic brandbrand awarenessbrand imagebrand stretchingbrand loyaltybrand leaderbrand manager第十三页，共50页。VocabularyBrand managementBComplete these sentences with word partnerships from the list.1 Levis,which has been established for over 100 years and is world-famous,is a _.2 The aim of the advertising campaign is to enhance _ so that consumers become more familiar with our coffee products.3 Volvos _ is that of a well-engineered,upmarket,safe car.4 Suchard is a _ of Swiss chocolate.brand managerluxury brandclassic brandbrand awarenessbrand imagebrand stretchingbrand loyalty brand leader 第十四页，共50页。VocabularyBrand management1 The move by Yamaha(originally a Japanese manufacturer of motorbikes)into branded hi-fi equipment,pianos and sports equipment is a good example of _.2 To create goodwill and trust with its valued Chinese consumers,Nestle should work hard to re-establish its _ through offering quality products.3 Canon USA announced that the Company is the number-one _ in the overall copier market.4 As a _,John will take full responsibility of setting the direction for the brands position in the marketCComplete these sentences with the remaining four word partnerships.brand stretchingbrand imagebrand leaderbrand manager第十五页，共50页。ListeningWhat is branding?ALynne Fielding,a marketing specialist,is talking about branding.Complete this extract from the interview with the words petitorsmoneynamedifferentiate synergyquality“What is branding and why do we need brands?”A brand can be a _,a term or a symbol.It is used to _a product from _ products.The brands guarantee a certain _ level.Brands should add value to products.It is a _effect whereby one plus one equals three.But customers must believe they get extra value for _.第十六页，共50页。ListeningWhat is branding?Background informationAriel Motorcycles was a British motorcycle manufacturer based in Bournbrook,Birmingham.It was one of the leading innovators in British motorcycling,and was part of the Ariel marque.The company was sold to BSA in 1944 and the name was discontinued in 1970.The company name was reused in 1999 for the formation of Ariel Ltd,a sports car producer.Hagen-Dazs is an American brand of ice cream,established by Polish immigrants Reuben and Rose Mattus in the Bronx,New York in 1961.Starting with only three flavors:vanilla,chocolate,and coffee,the company opened its first retail store in Brooklyn NY in 1976 and then offered franchises throughout the United States and 54 other countries around the world.第十七页，共50页。ListeningWhat is branding?Background informationDirect Line Group is a British insurance company.It was founded in 1985 with a simple idea in mind-selling car insurance over the phone.It is the UKs leading private automobile insurer,and it has more than 5 million customers across its lines of business.Companys business includes home,pet,travel,and life insurance.Other products and services include home mortgages,loans,savings,online car buying,and car breakdown service.Direct Line also has services in Germany,Italy,and Spain.Marlboro is a brand of cigarette made by Philip Morris USA within the US,and by Philip Morris International outside the US.It is famous for its billboard advertisements and magazine ads of the Marlboro Man.第十八页，共50页。ListeningWhat is branding?Background informationH.J.Heinz Company,commonly known as Heinz,famous for its 57 Varieties slogan and its ketchup,is an American food company with its world headquarters in Pittsburgh,Pennsylvania.Virgin Group Ltd is a branded venture capital organization founded by British business tycoon Sir Richard Branson.The core business areas are travel,entertainment and lifestyle,among others.Virgins business and trading activities date to the 1970s.The net worth of Virgin Group LTD as of September 2008 is 5,010,000,000.Marks&Spencer is a major British retailer,with over 840 stores in more than 30 countries around the world,over 600 domestic and 285 international.It is the largest clothing retailer in the United Kingdom,as well as being a food retailer,and as of 2008,the 43rd largest retailer in the world.第十九页，共50页。ListeningWhat is branding?BListen to the second part of the interview and complete the chart.BRANDSStand-alone or _ brands _ _ _ _Corporate or _ brands _ _ _ _individualfamilyArielHeinzHaagan DazVirginDirect Line InsuranceMarks&SpencerMarlboroLevis第二十页，共50页。ListeningWhat is branding?CListen to the last part and complete the summary below.1 Customers want:a).b)c)2 Customers like to:a)rely on the.guaranteed by the company.b).products c).with brands.new brandschoicedifferent productsquality levelstrustidentify第二十一页，共50页。ReadingFashion piracyADiscuss these questions before you read the article.1 Do you own a product which is an illegal copy of a well-known brand?If so,what is it?Where did you buy it?How much did it cost?2 How can manufacturers protect their brands from piracy?第二十二页，共50页。ReadingFashion piracy1 global offensive2 counterfeiter3 copyright abuse4 a network5 merchandise6 corporate strategy7 logo8 licensing rights9 rip off10 restructurea)plans of a company to achieve its objectivesb)agreements which allow a company to make and sell a registered product locallyc)taking strong action all over the worldd)a person who copies goods in order to trick peoplee)copy someone elses work,for example their designs,without permissionf)a large number of people or organization working together as a systemg)goods for saleh)change the way something is organizedi)the symbol of a company or other organizationj)sell illegal copies of a brand as if they are the real thingBMatch the words and phrases with the definitions.第二十三页，共50页。ReadingFashion piracy1.South Africa is part of the _ against the illicit trade and smuggling of counterfeit goods.2.It does show that a monopoly results in consumers paying a ridiculously high price for the_.3.Russia has recently toughened measures against _ and counterfeiting and improved protection and enforcement of intellectual property rights.4.Chrontel(成形芯片成形芯片(xn pin)制造公司制造公司)has over 100 employees at our main headquarters and a global _ of sales offices.5.Following the trail of a _,the Feds show up in Santa Barbara with their own version of Lassiter and Shawn.global offensivemerchandisecopyright abusenetworkcounterfeiterSupplementary exercise第二十四页，共50页。ReadingFashion piracyrestructurelicensing rightscorporate strategieslogorip offSupplementary exercise1 A key objective of the_ is to minimize academic and organizational boundaries to encourage growth in new research areas.2 We should take measures to protect _of music in video games.3 Our _are creating a family-like atmosphere and encouraging employees to set goals.4 The _ of our company is designed by a world-known fashion designer.5 Why doesnt the Donox Company ever think up any original ideas?All they ever do is to _their competitors!第二十五页，共50页。ReadingFashion piracyCalvin Richard Klein(born November 19,1942)is a well-known American fashion designer.In 1968,he launched the company that would later become Calvin Klein Inc.In addition to clothing,Calvin Klein also gave his name to a range of perfumes,including CK One and CK Be,now owned by Coty Inc.Swatch Group manufactures watches and jewelry under the Calvin Klein and Calvin Klein Jeans brands.Ralph Lauren(born Ralph Lifschitz on October 14,1939)is an American fashion designer and business executive.He is most notable for his Polo Ralph Lauren clothing brand.Background information第二十六页，共50页。ReadingFashion piracyThe House of Gucci,better known as simply Gucci,is an Italian French-owned fashion and leather goods label.It was founded by Guccio Gucci(b.1881-d.1953)in Florence in 1906.Gucci is considered one of the most famous,prestigious,and easily recognizable fashion brands in the world.The House of Chanel,more commonly known as Chanel,is a Parisian fashion house in France founded by Gabrielle Bonheur Coco Chanel(1883-d.1971).According to Forbes,the privately held House of Chanel is jointly owned by Alain Wertheimer and Gerard Wertheimer who are the grandsons of the early(1924)Chanel partner Pierre Wertheimer.Background information第二十七页，共50页。ReadingFashion piracyCRead the article&answer the following questions1 Which Calvin Klein products are commonly copied?2 Why is the problem getting worse?3 How is the company dealing with the piracy problem?The commonly copied products are T-shirts,jeans and baseball caps.Because Calvin Klein has become a better known brand,and is therefore more profitable to copy.They set up a network of employees and external specialists to uncover copyright abuse.第二十八页，共50页。ReadingFashion piracyDRead the article again and answer the questions1 What was Calvin Kleins attitude to counterfeiting in the past?They took a relatively passive approach to counterfeit problems in the past.2 Why has the company changed its way of dealing with counterfeiters?Because counterfeiting has increased sharply,which not only reduces its sales,but also damages the brand image.3 What has the company done to change the way its business operates and to increase its size?It has expanded its business outside N.America,increased advertising and signed licensing deals with partners for whole regions rather than individual countries.第二十九页，共50页。Language reviewPast simple&present perfectComplete the rules with the words past simple or present perfect.We use the _ to connect the present to the past.One of its main uses is to show the relevance of a past event in the present:Calvin Klein has been a leading fashion designer since the mid-1970s.We use the _ to talk about a finished action at a definite time in the past.In the past,Calvin Klein took a passive approach to the problem.present perfectpast simple第三十页，共50页。Language reviewPast simple&present perfectSupplementary exerciseCalvin Klein _(have)problems with counterfeiters selling poor-quality merchandise bearing his brand name for a long time.Most people feel that“phone rage”_(become)more common over the past 5 years.Do you still remember any of the new words we _(learn)last semester?The police _(impound)his car last week for speeding and _(not return)to him yet.Since the beginning of this month,share prices _(keep)falling all the time.He _(go)on holiday last week and,up to now,I _(not hear)a word from him.For many years,they _(try)to protect their designs from being copied,but _(achieve)no positive results.have hadhave becomelearnedimpoundedhave not returnedhave keptwenthavent heardhave triedhave achieved第三十一页，共50页。MemoTo:Peter ScholfieldFrom:Jaqueline DelacroixDate:5 JulyRE:CounterfeitingIm worried about the sales of the range of fragrances we _(launch)two years ago.In the first year,sales _(increase)steadily.However,since the beginning of this year,sales _(fall)by almost 10%.The reason for this is clear.Several firms in SE Asia _(copy)our designs and are now flooding the French market with them.This _(become)a serious problem.Last month,I _(organize)a team of investigators.Up to now,they _(find)many counterfeit goods,which the police _(seize)and impounded.Yesterday,I _(contact)several firms who _(inform)me that they _(have)similar problems.They all _(lose)sales because of counterfeiting.launchedincreasedhave fallenhave copiedhas becomeorganizedhave foundhave seizedcontactedinformedhave hadhave lost第三十二页，共50页。You are s self-employed young fashion designer at the start of your career.A large store is selling T shirts which look exactly the same as some of your new designs which you havent sold yet.You meet the general manager of the store to make your complaint and ask for financial compensation.Work in pairs.Role play either the fashion designer or the general manager.You are going to meet a young d