体验商务英语综合教程三(第二版)答案Unit1Brands.ppt

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1、Office:明德楼明德楼-5241.Course Overview2.Course Objectives3.Basic Requirements4.AssessmentsOverviewBusiness EnglishStarting upStarting upSkillsSkills Reading Reading Case StudyCase Study Language ReviewLanguage ReviewListeningListening VocabularyVocabularyOverviewBusiness EnglishMoneyMoney AdvertisingAdv

2、ertising Trade Trade CultureCulture BrandBrandBusinessBusiness Ethics Ethics 1.Course Overview Cover various functional areas:marketing,advertising,human resources,production,trade and etc.Focus on:businessknowledge and communicationskills；analyticalskillsandproblem-solvingskills.Designed for studen

3、ts who want to improve their confidence and ability in conducting business in English.2.Course Objectives Toknowmoreabouttheinternationalbusiness;ToenlargeBusinessEnglishvocabularyanddeveloplanguageskills;Toimprovepracticalabilitiesofcommunication,analyzingandteamworkspiritbymeansofcasestudyandtask-

4、orientedteaching.Next Languageabilities: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：能够用英语介绍公司状况，进行业务咨询，与能够用英语介绍公

5、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。BackHighlightyourtalents from a MNCPracticalskills:skills that transfer into workplace.I

6、nternship is a good way to get hands-on experience.Cross-culturalcommunication:being able to really communicate with foreign people.Creative/criticalthinking:Chinese learn to memorize,but MNC want talents who have their own ideas.Teamworkandleadership:top graduates=good employees since they have wor

7、ked so hard to be the best.Assertivenessandconfidence: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,Creation,Co-operation,Confidence The most importa

8、nt:3.Basic Requirements1.Text Book(Unit 1-14)anexercisebook2.Extra Materials3.GroupWork(Divided into 6/7 groups and a leader nominated)4.Assessments:AcademicPerformance40%Attendanceandpunctuality20%Discussion,Presentation,Meetings50%Homework,Quiz30%FinalExam60%Unit1BrandsQuotationTruly great brands

9、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 former CEO and Chairman of the H.J.Heinz Company.Perhaps Irelands first billionaire,he

10、 remains one of Irelands richest citizens.He is popularly known within Ireland as Tony OReilly.TasksTasks 1.Starting-up1.Starting-up 2.Definition and 2.Definition and advantagesadvantages of branded goods of branded goods 3.3.Category Category of brand of brand 4.Vocabulary:4.Vocabulary:Brand Manage

11、mentBrand Management 5.Listening:5.Listening:Why brands matter?Why brands matter?6.Reading:6.Reading:Made in EuropeMade in Europe 7.Discussion:7.Discussion:Two promotionsTwo promotions 8.Skills:8.Skills:Taking part in meetings1 Taking part in meetings1 Startingup1BA recent survey named the brands be

12、low as the worlds top ten.Which do you think is number one?Rank the others in order.123567Are you surprised?Are you surprised?41098Brand Value ranked according to:Weight(market share)35%Breadth(cross section of society)30%Depth(brand loyalty)20%Length(brand-stretching ability)15%2.What does“brand”me

13、an?AdHS-Aname,animage,-Aname,animage,quality,design,service,reliability,status,pricequality,design,service,reliability,status,price AuniquecombinationofthreeAuniquecombinationofthreeattributesattributes:ProductProductbenefitsbenefits:whatmakestheconsumer:whatmakestheconsumer likelikethetheproductpro

14、duct BrandBrandimageimage:whatmakestheconsumer:whatmakestheconsumer trusttrustthethe productproduct ConsumerConsumerneeds/beliefsneeds/beliefs:whatmakestheconsumer:whatmakestheconsumer valuevalue theproducttheproduct DiscussionWhy do people like brands?-Own instantly recognisable products-Associate

15、specific qualities with the brand (value for money,quality,safety)-Gain greater customer loyalty-Make more profits-Launch related products under the same brand (TCL,Midea,Evergrande/Hengda)a)Toconsumersb)Tomanufacturers-Make shopping a lot easier-Buy reliable products(value for money,durable,stylish

16、,well-designed)-High-prestige brands enhance ones statusStartingupCListen to two speakers talking about brands.What reasons does each person give for liking or disliking brands?Speaker1:probrandsSpeaker2:antibrandsBranded products are of good quality and reliable;stylish and have a good design.Peopl

17、e buy 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.StartingupHomework 1).Vocabula

18、ry:Brand management Ex A,B on P71).Vocabulary:Brand management Ex A,B on P71).Vocabulary:Brand management Ex A,B on P71).Vocabulary:Brand management Ex A,B on P7 2).Reading:Made in Europe Ex A,B,C,D on P82).Reading:Made in Europe Ex A,B,C,D on P82).Reading:Made in Europe Ex A,B,C,D on P82).Reading:M

19、ade in Europe Ex A,B,C,D on P8 Startingup3.Category of brand-makeupTop-end(upmarket brand):Top-end(upmarket brand):Top-end(upmarket brand):Top-end(upmarket brand):Dior,Lancme,Chanel,SK-II,ShiseidoDior,Lancme,Chanel,SK-II,Shiseido Mid-range:Mid-range:Mid-range:Mid-range:Nivea,Revlon,Olay,PondsNivea,R

20、evlon,Olay,Ponds Bottom-end(downmarket brand):Bottom-end(downmarket brand):Bottom-end(downmarket brand):Bottom-end(downmarket brand):Dabao,CaishiDabao,CaishiVocabularyBrandmanagement4A Match these word partnerships to their meanings.1loyalty2image3stretching4awareness5namea)the name given to a produ

21、ct by the company that makes itb)using an existing name on another type of productc)the ideas and beliefs people have about a brandd)the tendency to always buy a particular brande)how familiar people are with a brandBRANDVocabularyBrandmanagement6launch7lifecycle8range9placement10endorsementf)the se

22、t 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 product to the marketj)the length of time people continue to buy a productPRODUCTVocabularyBrandmanagementBComplete these sentences with word p

23、artnerships 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 when 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 stretching

24、PRODUCT1 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 phones in James bond films are examples of _.brand loyaltybrand awarenessproduct endorsementproduct lifecycleproduct placementVocabularyBrandmanag

25、ement4CComplete 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-eng

26、ineered,upmarket,safe car.4 Suchard is a _ of Swiss chocolate.brand managerluxury brandclassic brandbrand awarenessbrand imagebrand stretchingbrand loyalty brand leader VocabularyBrandmanagement1 The move by Yamaha(originally a Japanese manufacturer of motorbikes)into branded hi-fi equipment,pianos

27、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

28、 full responsibility of setting the direction for the brands position in the market.4DComplete these sentences with the remaining four word partnerships.brand stretchingbrand imagebrand leaderbrand managerListeningWhybrandsmatter?5ASandra Greaves is a consultant at Wolff-Olins,a leading internationa

29、l brand consultancy based in London.She talks about why we need brands.Listen and complete these extracts.1Brands are all about _.2You know what a brand is _,what it _,what its going to _.3You actually trust it to _ _ _ _ again.4One thing about brands is they add a lot of _ and _ and _,as well as gi

30、ving you the power to _ things.trustaboutmeansdeliverdelivertimetimeandcolorenjoymentfunchooseListeningWhybrandsmatter?5BListen to the second part of the interview and tick the points below which Sandra makes.1Peopleareveryloyaltosuccessfulbrands.2Evensuccessfulbrandsareseenasjustaproductoraservice.

31、3Applewaspopularbecauseitwasntabigcorporation.4ApplecustomersfeltthattheMacwasaneasyproducttouse.ListeningWhybrandsmatter?5CListen to the example Sandra gives of how Wolff-Olins helped a company with its branding and aswer these questions.1Whatwasthecompany?2Whatisitsbusinesssector?3Whatadvicedidthe

32、yreceive?Orange Mobile phonesNot to call the service Microtel,but to create something completely new,based on the idea of optimism.ReadingOutsourcingproduction6AWhy do some companies make luxury products abroad rather than at home?6B Read the article and answer these questions.1 Which brands are men

33、tioned?Which country is each of them from?Coach USA,Burberry UK,Gucci Italy,Prada-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)ReadingOutsourcingproductionReadingOutsourcingproduction6C W

34、hich of the following statements are true?1Coach on longer has factory in Puerto Rico.2Coach,like many other companies,is outsourcing its products to reduce costs.3Some Japanese people choose to buy Burberry products made in Europe rather than in Japan.4Sanyos store in Tokyo sells Burberry products

35、made only in Asia.5According to Domenico De Sole,the best luxury products are made in Japan.6Gucci is planning to outsource some of its products.7Patrizio Bertelli believes that luxury fashion products should always be made in Europe.8Amitava Chattopadhyay says that companies need to pay careful att

36、ention to where they manufacture their products.truetruetruefalsefalsefalsefalsetrueReadingOutsourcingproduction6D Choose the best summary of the article.a)Mostmanufacturersofluxurybrandsdonotwishtoproducetheirgoodsinlow-costcountriesbecausetheybelievethatitwilldamagetheirbrandimage.b)Mostmanufactur

37、ersoftopbrandsnowproducetheirgoodsinlow-costcountries.Consumersnolongercareaboutwheretheproductsaremanufactured.c)AsianconsumersthinkthatEuropeanluxurygoodsareofhighquality.ThecurrenttrendofmakingsuchgoodsinAsiacoulddamagethereputationoftheseluxurybrands.ReadingOutsourcingproductionLook for words an

38、d phrases which mean the following:1.brand1.brand2.the difference between price and cost of 2.the difference between price and cost of production production3.factory3.factory4.subcontracts4.subcontracts5.making with the permission of the brand owner5.making with the permission of the brand owner6.th

39、e most important branch of a retail chain6.the most important branch of a retail chain6E1.1.Label 2.gross margin 3.plant Label 2.gross margin 3.plant 2.2.4.outsources4.outsources3.3.5.produce under license5.produce under license4.4.6.Flagship store6.Flagship storeLanguagereviewPresent simple&present

40、 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 arrangements.C

41、oach,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.LanguagereviewP

42、resent 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.Scientists are trying to

43、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 meet the rising deman

44、d.LanguagereviewPresent 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 moment these days(PS)(PC)(PS

45、)(PC)(PS)(PC)(PS)(PC&PS)(PC&PS)(PC&PS)LanguagereviewPresent 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 usually _(develop)brands that say something.2

46、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)This year LOreal _(invest)over 180m in R&D.4 a)The marke

47、ting 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 tryingLanguagereviewPresent simple&present continuousCComplete the text below with the present simple

48、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 _(dominate)the French market and it _(do)well in the rest of Europe at the

49、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 distinctive and _(stand)out from the competition.However,this year we _(create)a completely new

50、 brand of cosmetics.am workingselldominatesis doingis becomingis growingdevelopextendstandsare creatingLanguagereviewPresent simple&present continuousHomework 1).Grammar:Ex B,C on P91).Grammar:Ex B,C on P91).Grammar:Ex B,C on P91).Grammar:Ex B,C on P9 2).Discussion:Two promotions Ex A,B on P102).Dis