体验商务英语综合教程三(第二版)答案Unit 1 Brands.ppt

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1、Unit 1Brands体验商务英语综合教程三(第二版)答案Unit 1 Brands Four short words sum up what has lifted most successful Four short words sum up what has lifted most successful individuals above the crowd: a little bit more. individuals above the crowd: a little bit more. -author -author -date-date1. Course Overview2. C

2、ourse Objectives3. Basic Requirements4. AssessmentsOverviewBusiness English Starting upStarting upSkillsSkills Reading Reading Case StudyCase Study Language ReviewLanguage Review ListeningListening VocabularyVocabularyOverviewBusiness English MoneyMoney AdvertisingAdvertising Trade Trade CultureCult

3、ure BrandBrand BusinessBusiness Ethics Ethics Course Overview Cover various functional areas: marketing, advertising, human resources, production, trade and etc.Focus on: business knowledge and communication skills；analytical skills and problem-solving skills.Designed for students who want to improv

4、e their confidence and ability in conducting business in English. 2. Course Objectives To know more about the international business; To enlarge Business English vocabulary and develop language skills; To improve practical abilities of communication, analyzing and teamwork spirit by means of case st

5、udy and task-oriented teaching. Next Language abilities:1 1） 听力能力要求：听力能力要求：能基本听懂正常语速的一般商务活动中的电话、能基本听懂正常语速的一般商务活动中的电话、对话、谈判、会议发言等对话、谈判、会议发言等; ;2 2） 阅读能力要求阅读能力要求: :能读懂中等难度的商务英语文章，了解作者的观能读懂中等难度的商务英语文章，了解作者的观点和态度。阅读速度为每分钟点和态度。阅读速度为每分钟120-160120-160个单词，理解准确率在个单词，理解准确率在75%75%以上。以上。 3 3） 口语能力要求：口语能力要求：能够用英

6、语介绍公司状况，进行业务咨询，与能够用英语介绍公司状况，进行业务咨询，与客户交流，做简单的商务报告等。客户交流，做简单的商务报告等。4 4） 写作能力要求：写作能力要求：能够运用所学语言知识，写出基本符合国际商能够运用所学语言知识，写出基本符合国际商务惯例、格式规范的一般性商务报告、商务信函、会议纪要和务惯例、格式规范的一般性商务报告、商务信函、会议纪要和电子邮件等。电子邮件等。5 5） 英汉互译能力要求：英汉互译能力要求：能够翻译一般性商务材料。能够翻译一般性商务材料。 BackHighlight your talents from a MNCPractical skills: skills

7、 that transfer into workplace. Internship is a good way to get hands-on experience.Cross-cultural communication: being able to really communicate with foreign people.Creative/critical thinking:Chinese learn to memorize, but MNC want talents who have their own ideas.Teamwork and leadership: top gradu

8、ates = good employees since they have worked so hard to be the best.Assertiveness and confidence: even if you have good ideas, you have to know how to make Yourself heard. To give effective presentations and make negotiations are desirable ways to improve your confidence.Competence, Communication, C

9、reation, Co-operation, Confidence The most important:3. Basic Requirements 1. Text Book (Unit 1-14) an exercise book 2. Extra Materials 3. Group Work ( Divided into 6/7 groups and a leader nominated)4. Assessments: Academic Performance 40% Attendance and punctuality 20% Discussion, Presentation, Mee

10、tings 50% Homework, Quiz 30% Final Exam 60%Unit 1BrandsQuotationTruly great brands are Truly great brands are more than more than just labelsjust labels for products. for products.Sir Anthony Joseph Francis OReilly is an Irish businessman and former international rugby union player. He is known as f

11、ormer CEO and Chairman of the H.J. Heinz Company. Perhaps Irelands first billionaire, he remains one of Irelands richest citizens. He is popularly known within Ireland as Tony OReilly.TasksTasksStarting up1BA recent survey named the brands below as the worlds top ten. Which do you think is number on

12、e? Rank the others in order.123567Are you surprised?Are you surprised?41098 Weight (market share) 35% Breadth (cross section of society) 30% Depth (brand loyalty) 20% Length (brand-stretching ability) 15%Discussion- Own instantly recognisable products - Associate specific qualities with the brand (v

13、alue for money, quality, safety)- Gain greater customer loyalty - Make more profits - Launch related products under the same brand (TCL, Midea, Evergrande/ Hengda)a) To consumersb) To manufacturers- Make shopping a lot easier-Buy reliable products (value for money, durable, stylish, well-designed)-

14、High-prestige brands enhance ones statusStarting upCListen to two speakers talking about brands. What reasons does each person give for liking or disliking brands?Speaker 1: pro brandsSpeaker 2: anti brandsBranded products are of good quality and reliable; stylish and have a good design. People buy

15、branded products because they want to show others they have style and good taste.People buy branded products and its so boring. The prices of branded products are inflated. The logo, name and packaging are not worth the money. You cant always buy the genuine products.Starting upStarting up Vocabular

16、yBrand management4A Match these word partnerships to their meanings.1 loyalty2 image3 stretching4 awareness5 namethe name given to a product by the company that makes itusing an existing name on another type of productthe ideas and beliefs people have about a brandthe tendency to always buy a partic

17、ular brandhow familiar people are with a brandBRANDVocabularyBrand management6 launch7 lifecycle8 range9 placement10 endorsementf) the set of products made by a companyg) the use of a well-known person to advertise productsh) when products are used in films or TV programsi) the introduction of a pro

18、duct to the marketj) the length of time people continue to buy a productPRODUCTVocabularyBrand managementBComplete these sentences with word partnerships from Exercise A.BRAND1 The creation of Virgin Cola, Virgin Air, Virgin Rail and Virgin Bride is an example of _.2 Consumers who always buy Levis w

19、hen they need a new pair of jeans are showing _.3 Not enough people recognize our logo; we need to spend a lot more on raising _.brand stretchingPRODUCT1 David Beckham advertising Vodafone is an example of _.2 A _ consists of introduction, growth, maturity and decline.3 The use of BMW cars and Nokia

20、 phones in James bond films are examples of _. brand loyaltybrand awarenessproduct endorsementproduct lifecycleproduct placementVocabularyBrand management4CComplete these sentences with word partnerships from the list.1 Levis, which has been established for over 100 years and is world-famous, is a _

21、. 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 stretchingbran

22、d loyalty brand leader 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-es

23、tablish 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 market.4DComplete these sentences with the remaining four word

24、partnerships.brand stretchingbrand imagebrand leaderbrand managerListeningWhy brands matter?5ASandra Greaves is a consultant at Wolff-Olins, a leading international brand consultancy based in London. She talks about why we need brands. Listen and complete these extracts. Brands are all about _.You k

25、now what a brand is _, what it _, what its going to _.You actually trust it to _ _ _ _ again.One thing about brands is they add a lot of _ and _ and _, as well as giving you the power to _ things.trustaboutmeansdeliverdelivertimetimeandcolorenjoymentfunchooseListeningWhy brands matter?5BListen to th

26、e second part of the interview and tick the points below which Sandra makes. People are very loyal to successful brands. Even successful brands are seen as just a product or a service. Apple was popular because it wasnt a big corporation. Apple customers felt that the Mac was an easy product to use.

27、ListeningWhy brands matter?5CListen to the example Sandra gives of how Wolff-Olins helped a company with its branding and aswer these questions. What was the company? What is its business sector? What advice did they receive?Orange Mobile phonesNot to call the service Microtel, but to create somethi

28、ng completely new, based on the idea of optimism.ReadingOutsourcing production6AWhy do some companies make luxury products abroad rather than at home?6B Read the article and answer these questions.1 Which brands are mentioned? Which country is each of them from?Coach USA, Burberry UK, Gucci Italy, P

29、rada - Italy 2 Which companies make all of their products in their own country?Gucci: Serge Weinberg of PPR says it will not move Guccis production offshore. (line 52)ReadingOutsourcing productionReadingOutsourcing production6C Which of the following statements are true?Coach on longer has factory i

30、n Puerto Rico.Coach, like many other companies, is outsourcing its products to reduce costs.Some Japanese people choose to buy Burberry products made in Europe rather than in Japan.Sanyos store in Tokyo sells Burberry products made only in Asia.According to Domenico De Sole, the best luxury products

31、 are made in Japan.Gucci is planning to outsource some of its products.Patrizio Bertelli believes that luxury fashion products should always be made in Europe.Amitava Chattopadhyay says that companies need to pay careful attention to where they manufacture their products.truetruetruefalsefalsefalsef

32、alsetrueReadingOutsourcing production6DChoose the best summary of the article. Most manufacturers of luxury brands do not wish to produce their goods in low-cost countries because they believe that it will damage their brand image. Most manufacturers of top brands now produce their goods in low-cost

33、 countries. Consumers no longer care about where the products are manufactured. Asian consumers think that European luxury goods are of high quality. The current trend of making such goods in Asia could damage the reputation of these luxury brands.ReadingOutsourcing productionLook for words and phra

34、ses which mean the following: 1. brand1. brand 2. the difference between price and cost of 2. the difference between price and cost of production production 3. factory3. factory 4. subcontracts4. subcontracts 5. making with the permission of the brand owner5. making with the permission of the brand

35、owner 6. the most important branch of a retail chain6. the most important branch of a retail chain6E Label 2. gross margin 3. plant Label 2. gross margin 3. plant 4. outsources4. outsources 5. produce under license5. produce under license 6. Flagship store6. Flagship storeLanguage reviewPresent simp

36、le & present continuousThe present simple and the present continuous have several uses.We use the present simple to give factual information, for example about company activities.Many luxury brands make their products in low-cost markets abroad rather than at home.Burberry has many Asian licensing a

37、rrangements.Coach, the US leather goods maker, outsources all its products to lower the costs.We use the present simple to talk about routine activities or habits.Mr. Henson always arrives at the office at 8:30.They usually go out on Sundays.I sometimes go exercising in the fitness center after work

38、.Language reviewPresent simple & present continuousWe use the present continuous to talk about ongoing situations and projects.Many European fashion labels are either already manufacturing in Asia or thinking about it.Coach, like many other companies, is outsourcing its products to reduce costs.Scie

39、ntists are trying to work out new ways to protect the environment.We use the present continuous to talk about temporary situations.I am teaching an adult class this weekend.She is working in McDonald during the summer holiday.He is living with his uncle now.The factory is working round the clock to

40、meet the rising demand.Language reviewPresent simple & present continuousAWhich of the time expressions are usually used with the present simple? Which are often used with the present continuous? Which are used with both? usually this year every day now often nowadays once a month currently at the m

41、oment these days(PS)(PC)(PS)(PC)(PS)(PC)(PS)(PC & PS)(PC & PS)(PC & PS)Language reviewPresent simple & present continuousBComplete the sentences with the present simple or the present continuous forms of the verbs in brackets.1 a) This year we _ (try) to develop a brand with personality. b) We usual

42、ly _ (develop) brands that say something.2 a) Powerful brand names _ (create) strong consumer loyalty. b) At the moment we _ (look) for a new brand name that suggests something about the products benefits and qualities.3 a) LOreal _ (sell) cosmetics and toiletries to consumers around the world. b) T

43、his year LOreal _ (invest) over 180m in R & D.4 a) The marketing department always _ (keep) within its budget. b) Because the company made a loss last year, the marketing department _ (try) to reduce costs.are tryingdevelopcreateare lookingsellsis investingkeepsis tryingLanguage reviewPresent simple

44、 & present continuousCComplete the text below with the present simple or the present continuous forms of the verbs in brackets.At the moment I _ (work) for a cosmetics company. We offer a full range of cosmetic products and _ (sell) cosmetics and toiletries around the world. Our main cosmetics brand

45、 _ (dominate) the French market and it _ (do) well in the rest of Europe at the moment, too. In fact, the brand _ (become) more and more popular throughout the world and our market share _ (grow) every day.We usually _ (develop) and _ (extend) products under our existing brand name. The brand is dis

46、tinctive and _ (stand) out from the competition. However, this year we _ (create) a completely new brand of cosmetics.am workingselldominatesis doingis becomingis growingdevelopextendstandsare creatingLanguage reviewPresent simple & present continuousLanguage reviewPresent simple & present continuou

47、s 商标的故事商标的故事DiscussionTwo promotions7 Case 1Harley DavidsonHarley-Davidson Inc is an American motorcycle manufacturer and was one of the two major American motorcycle manufacturers to survive the Great Depression. The company sells heavyweight motorcycles designed for cruising on highways. Harley-Da

48、vidson motorcycles have a distinctive design and reflect the styles of classic Harley designs. Marlon BrandoElton JohnThe Rolling StonesDiscussionTwo promotionsQuestionsQuestions1 What is the brand image of Harley Davidson?2 Why were many people unhappy about the music at the party?3 What problem co

49、uld Harley Davidson have in the future?4 What can Harley Davidson do to preserve its sales? Should it change its brand image? Should it look for new market segments? Should it stretch its brand?It is based on the spirit of wild and rebellious youth such as Marlon Brando in the film The Wild One.Beca

50、use the performer was Elton John, not the Rolling Stones.Their customers will be getting older, and their market shrinking.They could try to appeal to younger customers, but this may put off existing and potential older ones.DiscussionTwo promotions7 Case 2JCB, also called J. C. Bamford, a British m