新职业英语视听说教程2Unit 5课件.pptx

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1、Unit5BrandInClassPeriod1:Listening1Speaking1(Task1-2)Period2:Watching1Speaking1(Task3-4)Period3:Listening2Speaking2(Task1-2)Period4:Watching2Speaking2(Task3-4)AfterClassUnitFile+SupplementaryListening+ProjectTeachingPlan第1页/共117页Unit5BrandTeachingPlanKnowledgeGetageneralideaofthefactorstoconsiderinb

2、randing.SkillsLearntounderstandthepreliminaryevaluationofanewbrand.Beabletolearnthebasicsaboutregisteringatrademark.Learnhowtoconductamarketsurvey.Understandandintroduceabrandshistory/background.第2页/共117页Unit5BrandOutline121212Part4-SupplementaryMaterial+FurtherListeningFurtherWatchingFunTimePart1-L

3、isteningPart2-WatchingPart3-Speaking第3页/共117页Unit5BrandLead-inAsacompanydevelops,thelogoorthebrandofthecompanywillchangealongwiththedevelopment.Today,severallogosofworld-famouscompanieswillbeshowntoyou.Takeagoodlookandseeifyoucanfindoutwhatarethedifferencesbetweenthemandtelluswhatcompanytheyare.第4页/

4、共117页Unit5BrandLead-inPepsiBMW第5页/共117页Unit5BrandLead-inMercedes-BenzApple第6页/共117页Unit5BrandListening1Task11.Warming-upBrandEvaluationDoyouknowwhattheseproductsare?Canyouidentifytheirbrandsandtellwheretheyoriginatedfrom?DOVEUK/Netherlands(Unilever)1.2.3.OLAYUS(Proctor&Gamble)VSUS(Proctor&Gamble)第7页

5、/共117页Unit5BrandListening1Task1NewWords&Expressionsherbal a.草本植物的；草本植物制的Thisherbalmedicinewillsoonclearupyourcold.这种草药能很快治好你的感冒。impressive a.令人钦佩的；给人以深刻印象的Thismovieissoimpressivethatwekeeptalkingaboutitinthefollowingweek.这影片让人印象十分深刻，我们在接下来的一个星期都在谈论它。第8页/共117页Unit5BrandListening1Task1NewWords&Express

6、ions3.bewillingtodosth.乐意/愿意做某事Butwhywouldhebewillingtodothat?但是他为什么愿意那样做呢？4.approveof赞成；称许Didthepeopleatlargeapproveofthegovernmentspolicy?一般老百姓赞成政府的政策吗？第9页/共117页Unit5BrandListening1Task12.ExtensiveListeningBrandEvaluationBruceistalkingtoMaxwell.Listentotheconversationanddecidewhetherthefollowingst

7、atementsaretrueorfalse.Thenwritedownthekeywordstosupportyouranswers.MaxwellaskedtworegionalmanagerstohelphiminthepreliminaryevaluationofJoyce.2.BrucehasjustcompletedthetrademarkapplicationofJoyce.Idaskedtworegionalmanagerstodotwothings.TrueFalse.weshouldconsidertrademarkprotectionnow.Script第10页/共117

8、页Unit5BrandListening1Task13.IntensiveListeningBrandEvaluationListentotheconversationagainandtick()thecorrectanswertoeachquestion.ScriptWhichofthefollowingthingsdidtheregionalmanagersNOTneedtodo?A.ToestimatehowmanycustomershaveheardofJoyce.B.Tosendsamplestotheirexistingcustomers.C.Togetthecustomersre

9、actions.WhatstheinitialreasonforpeopletobewillingtotryJoyce?A.Becauseofitsnaturalfragrance.B.Becauseofitseffectivenessinpreventinghairloss.C.BecauseofitsChineseherbalingredients.第11页/共117页Unit5BrandListening1Task13.IntensiveListeningBrandEvaluationListentotheconversationagainandtick()thecorrectanswe

10、rtoeachquestion.3.Whowereinvolvedinthispreliminaryresearch?A.Existingcustomers.B.Potentialcustomers.C.Businesspartners.Script第12页/共117页Unit5BrandListening1Task14.LanguageSummaryBrandEvaluationComparethemeaningoftheitalicizedwordsineachofthesentencepairs.Afewmonthsagowestartedapreliminaryevaluationof

11、theJoyceshampoo.TheofficialmeetingisinOctober,butpreliminariesincludeanexhibitioninSeptember.(a.初步的)(n.起始行为)第13页/共117页Unit5BrandListening1Task14.LanguageSummaryBrandEvaluationComparethemeaningoftheitalicizedwordsineachofthesentencepairs.OverthepastfewdaysIvebeenconsideringthepotentialmarketforJoyce.

12、Imsurethepotentialisthere.(a.潜在的)(n.潜在性)第14页/共117页Unit5BrandListening1Task14.LanguageSummaryBrandEvaluationComparethemeaningoftheitalicizedwordsineachofthesentencepairs.Idaskedtworegionalmanagerstodotwothings.Firstly,toestimateroughlyhowmanycustomersintheirregionsmightbeinterestedinJoyce.(a.区域的)(n.地

13、区)第15页/共117页_Unit5BrandListening1Task21.Warming-upTrademarkRegistrationSupposeyouarereadyfortrademarkregistrationandyouneedtofillinastandardformfirst.Searchonlineandlistwhatproductinformationyouneedtoprovide.NameofbrandCompanynameThetypesofgoodsorservicesLogoAndsoon第16页/共117页Unit5BrandListening1Task

14、2NewWords&Expressionssolicitorn.事务律师Thesolicitorsadvicegavemefoodforthought.律师的指点值得我深思。patentn.专利；专利权ThetrademarkisregisteredonthebookofthePatentOffice.该商标已在专利局登记注册。standarda.标准的，规范的Idisagreewithyourclaimthatthestandardistoohigh.我不认同你关于标准太高的说法。第17页/共117页Unit5BrandListening1Task2NewWords&Expressionsr

15、enewv.延长（协议、官方文件等）的期限；使续期Imustrenewmymembershipofthesailingclub.我必须延续我的航海俱乐部会员的资格。timelimit时间限制Thetimelimithasbeenreached.限期已至。belimitedto被限制/限定（在时间内）Theresearchanddevelopmentperiodforournewproductshouldbelimitedtotwomonths.我们的新产品研发期应限制在两个月内。第18页/共117页Unit5BrandListening1Task22.ExtensiveListeningTra

16、demarkRegistrationMaxwellisinquiringabouttrademarkregistration.Listentotheconversationandtick()thosethatarecoveredinthetalk.1.Self-introduction2.Thefirststepofregistration3.Timelimitfortrademarkprotection4.MakinganappointmentfordetailsScript第19页/共117页RoytoldMaxwellthattoregisterthetrademarkforJoyceh

17、eneededtocontactthe1_first.Thenheneededtofillout2_whichhereceived.InChina,trademarkprotection3_10yearsbylaw.Buttrademarkrightscanbe4_.Whatsmore,RoywouldsendMaxwella(n)5_aboutsomebasicsabouttheTrademarkLawandmakeanappointmentfordetails.Unit5BrandListening1Task23.IntensiveListeningTrademarkRegistratio

18、nScriptListentotheconversationagainandfillintheblankswithproperwords.TrademarkOfficestandardformsislimitedtorenewedbrochure第20页/共117页Unit5BrandListening1Task24.LanguageSummaryTrademarkRegistrationReadaloudthefollowingsentencesabouthowtomakeaninquiry,payingspecialattentiontotheitalicizedparts.Im call

19、ing to inquire about trademarkregistrations.Roy,can you tell me whatweneedtodo?Excuse me,would you mind telling me thewaytotheTrademarkOffice?4.Do you know howlongthetrademarkprotectionisvalidfor?第21页/共117页Unit5BrandWatching1Task11.Warming-upMarketSurveySupposeyouareasalespersoninacosmeticsshop.Choo

20、seonebrandofthefollowingproductsandtrytopromoteittoyourpartnerorclassmates.1.Shampoo(Dove,Head&Shoulders,Rejoice)2.Facialcleanser(Olay,LOral,EsteLauder)第22页/共117页Unit5BrandWatching1Task11.Warming-upMarketSurveyExampleIstronglyrecommendDoveshampootoyou.MyhairisalittlecurvedandIwantthemtobestraight.An

21、otherproblemthatmyhairgetsisthattheyaredry.WhenIusedDoveforthefirsttimemyhairfeltveryniceafterwashing.IrememberwhenIusedcombtofixmyhairIwaspleasedbecausemyhairwassilkyandsoft.DuetothisIcanmanagethemeasily.Myhairstartedshining.IdonthavewordstodefinehowIfeltwhenIruncombthroughmyhair.Iwasamazedbytheshi

22、neandsoftnessthatthisshampooprovidedmewith.IalsonoticedthatmyhairwasstraightandtheyareintheshapethatIwantedthemto.AnotherthingIlikeaboutitisthatifyouapplyitregularlyyoudontneedtouseconditioner.Soitsavesourmoney.ThisproductisavailableeverywherebecauseDoveisawell-knownbrandinbeautyproducts.Inmyopinion

23、thisisverygoodshampooandIamsureitwillnotdisappointyouinanyway.第23页/共117页Unit5BrandWatching1Task1NewWords&Expressionscompetitivea.（产品或价格）有竞争力的Toensureourproductsstaycompetitivewehavetoconductregularmarketresearch.为了保证我们产品的竞争力，我们必须定期进行市场调查。malln.购物中心；商业大街Theyaremakingamarketsurveyinashoppingmall.他们正在一

24、个购物中心做调查。第24页/共117页Unit5BrandWatching1Task12.ExtensiveWatchingMarketSurveyFrankismakingamarketsurveyinashoppingmall.Watchthevideoclipandmatchthebrandnameswiththecorrespondingopinions.LuxBawangJoyceunknown,worthtryingexpensive,topgradegoodquality,ratherexpensiveScript第25页/共117页Unit5BrandWatching1Task

25、13.IntensiveWatchingMarketSurveyScriptWatchthevideoclipagainandanswerthefollowingquestions.Whatsthebrandnameoftheladysfavoriteshampoo?HowdoesFrankcommentonLuxshampoo?WhatstheladysopiniononLux?4.WhatfeatureofBawangisunfavorabletothelady?Lux.Itsmoreexpensivethanotherbrandsonthemarket.Shethinksitstopgr

26、adeintheworldofhaircare.ItsratherexpensiveasaChina-madeproduct.第26页/共117页Unit5BrandWatching1Task14.LanguageSummaryMarketSurveyReadaloudthefollowingsentencesaboutaskingforpermission,payingspecialattentiontotheitalicizedparts.Do you mind myaskingyouafewquestions?Would you please tell me whichbrandofsh

27、ampooyouusuallyuse?3.May I know whyyoupreferLux?第27页/共117页Unit5BrandWatching1Task21.Warming-upPricing&BrandingLookattheslogansbelowandmatchthemwiththecorrespondingbrands.A.Allthenewsthatsfittoprint.B.Thepausethatrefreshes.C.imlovinit.D.Theultimatedrivingmachine.A.Allthenewsthatsfittoprint.D.Theultim

28、atedrivingmachine.C.imlovinit.B.Thepausethatrefreshes第28页/共117页Unit5BrandWatching1Task2NewWords&Expressionspricing n.定价Officialpricingsystemsusuallyrespondslowly.官方价格体系通常反应迟钝。branding n.品牌设计Wewillprovidebrandingguidelinesandlookandfeel.我们将提供品牌设计方针和品牌的外观和感觉。readjust v.重新调整Youmayfinditnecessarytoreadj

29、ustthewheelsfromtimetotime.你需要不时调整轮子。第29页/共117页Unit5BrandWatching1Task2NewWords&Expressionspremium a.优质的；高级的Atthepremiumendofthemarket,businessisbooming.高端市场业务繁荣。affordablea.买得起的；负担得起的Therentforthefour-roomedhouseisaffordable.四居室房屋的房租付得起。penetrationn.渗透；占有Ouraimistoachievegreatermarketpenetration.我们

30、的目标是进一步打入市场。第30页/共117页Unit5BrandWatching1Task2NewWords&Expressionspurchasen.购买Thathatwasagoodpurchase.那顶帽子买得好。functionn.功能，作用Thefunctionofamammalsfuristoinsulatethebody.哺乳动物皮毛的功能在于使身体保温。restore v.恢复；使复原Agoodrestwillrestoreyoutohealth.好好休息一下可使你恢复健康。第31页/共117页Unit5BrandWatching1Task2NewWords&Expressio

31、ns10.slogan n.口号；标语Suchasloganwillbindourhandandfoot.这个口号会使我们束手束脚。legend n.传说；传奇故事Thisisapopularlegend.这是一个流传很广的传说。appealinga.有吸引力的；有趣的Ifindhismannerveryappealing.我发现他的举止非常有吸引力。第32页/共117页Unit5BrandWatching1Task2NewWords&Expressionssubway n.地铁Manyofthecityspopulacetraveltoworkbysubwayorbus.许多城市的平民都是坐

32、地铁或公共汽车上下班。prime-timea.（广播与电视的）黄金时间的，收视高峰时间的Thatactorhasbeenonfiveprimetimeprograms.那位演员已经上过五次黄金档的节目。commercialn.（电视或电台的）商业广告Thegovernmenthaslaunchedacampaignoftelevisioncommercialsandleaflets.政府通过电视广告和传单的形式发起了宣传活动。第33页/共117页Unit5BrandWatching1Task2NewWords&Expressionscosting n.成本计算Costingisaverycru

33、cialstepinbrandpricing.成本计算是品牌定价中很关键的一步。outletn.商店，商行Thisisthelargestretailoutletinthecity.这是该市最大的零售商店.hairdressern.理发店Myhairdresserhasopenedanewsalon.我的理发师新开了一家理发店。第34页/共117页Unit5BrandWatching1Task2NewWords&Expressionsstartout开始Illstartouttowritemypapertomorrow.我计划明天写读书报告。rollout大量生产Theyhavetheabil

34、itytorolloutnewproductswithinafewweeks.他们有能力在几周内大量生产新产品。第35页/共117页Unit5BrandWatching1Task22.ExtensiveWatchingPricing&BrandingThemeetingisheldtotalkaboutthepriceandproductpositioningofJoyce.TheSales&MarketingDepartmentdecidestofocusontheAsianmarketfirst.Wedbetterstartwithpriceandproductpositioning.Th

35、eSales&MarketingDepartmentishavingameeting.Watchthevideoclipanddecidewhetherthefollowingstatementsaretrueorfalse.Thenwritedownthekeywordstosupportyouranswers.TrueFalseOurinitialtargetmarketisthedomesticmarketChina.Script第36页/共117页Unit5BrandWatching1Task23.IntensiveWatchingPricing&BrandingScriptWatch

36、thevideoclipagainandcompletethefollowingtablewiththepricingandbrandinginformation.PricingInthe1_range;Discountsfor2_DescriptionThefunctionofthe3_4_sloganPromotionalActivities5_onbuses,subwaysandtheInternet;6_TVcommercialsMarketsFirst7_;Later8_30-50yuanlargepurchasesChineseherbalingredients“EasternLe

37、gend”PosteradsPrime-timethedomesticmarket/ChinatheAsianmarket第37页/共117页Unit5BrandWatching1Task24.LanguageSummaryPricing&BrandingComparethemeaningoftheitalicizedwordsineachofthesentencepairs.n.价格v.给定价n.位置n.定位第38页/共117页Unit5BrandWatching1Task24.LanguageSummaryPricing&BrandingComparethemeaningoftheital

38、icizedwordsineachofthesentencepairs.n.购买v.购买n.焦点，中心v.使集中n.发布v.发射第39页/共117页Unit5BrandSpeaking11.Workinpairs.Completeandpracticethefollowingconversationaboutthepreliminaryevaluationofanewbrandofperfumewithyourpartnerinturn.John:Goodmorning,everyone.Asyouknowthepurposeofthismeetingisto1_ofournewbrandMa

39、gic.Doris,whatstheresult?Doris:ThefeedbackreceivedbytheR&DDepartmentisquiteimpressive.Manycustomers2_John:Thankyou.ImsuretherewillbeapotentialmarketforMagic.Doris:Yes.Butourpreliminaryresearchonly3_John:Canyougiveanysuggestionsforfurthermarketresearch?Doris:Well.Wecouldinvitesomepotentialcustomersan

40、dsendthemsamples.Ibelieve4_John:OK.Thatsagreathelp.Bytheway,5_?Doris:Yes.IwillcontacttheTrademarkOfficeandmakeinquiriesafterthemeeting.discussthepreliminaryevaluationapprovedofMagic.theywilllikeourproducts.involvedsomeexistingcustomers.wedbetterconsidertrademarkregistrationnow第40页/共117页Unit5BrandSpe

41、aking12.Workinpairs.Role-playaconversationbetweenabusinessmanandanofficerintheTrademarkOfficeaccordingtothefollowinginstructions.StudentA:BusinessmannGreetandexpresstheintentiontoregisteratrademarkforyournewcosmeticbrand.nAskaboutthematerialsrequired.nAskaboutthetimeoftakingeffectandperiodofvalidity

42、.StudentB:TrademarkOfficernGreetandprovideastandardform.nGiveadetailedanswer.nReplytheinquiry.第41页/共117页Unit5BrandSpeaking12.Workinpairs.Role-playaconversationbetweenabusinessmanandanofficerintheTrademarkOfficeaccordingtothefollowinginstructions.SampleA:Goodmorning,Miss.B:Goodmorning.CanIhelpyou?A:Y

43、es.Iwanttoregisteratrademarkformynewcosmeticrange.WhatmaterialsshouldIsubmit?B:Youshouldfirstlyfilloutthestandardform,andyoualsoneedtosubmitadescriptionandaclaim.A:OK.HowlongdoIhavetowaitforapprovalafterhandingintheapplication?B:Well,aboutsixmonths.Theprocesstakestime,youknow.A:Howlongwilltheregiste

44、redtrademarkremainvalidfor?B:Itislimitedtotenyearsfromthedateofregistration.A:Igotit.Thankyouverymuch.B:Yourewelcome.第42页/共117页Unit5BrandSpeaking13.Workinpairs.Comparetwodifferentbrandsofmobilephones.Makesentencesorallyaccordingtothefollowingaspects.Brand ABrand BPrice(s)PopularityFeature(s)Effect(s

45、)第43页/共117页Unit5BrandSpeaking1A:Whichbrandofmobilephonedoyouprefer?B:Nokia.Itworkswellandthepriceisreasonable.A:WhatdoyouthinkofAppletheiPhone4?Thisproductistothetasteoftheyoungnow.B:Yes.Butyouknowtheprice.Itsratherexpensive.A:iPhone4issuperiortoothersonthemarketbecauseitsmulti-functionalandeasytoop

46、erate.B:Itonlycomesintwocolors,blackandwhite.ButwithNokia,youhavemanychoices.A:iPhone4sappearanceissimplebutelegant.Whatsmore,itspatentedtechnologyallowsseveraluniquefunctions.B:Nokiastechnologyismature.Andthepriceistheirmostpowerfulcompetitiveadvantagenow.A:Anyway,bothofthemcanmeetthedifferentneeds

47、ofcustomersonthemarket.B:Iagree.Sample第44页/共117页Unit5BrandSpeaking14.Workingroups.Supposeyourgroupwillholdameetingtodiscussthebrandingandpricingofanewbrandofperfume.Theconversationshouldinvolvethefollowingaspects.Compareotherbrandsinthemarketandsetanappropriateprice.Describetheproductandemphasizeits

48、uniquefeatures.Plansomepromotionalactivities.Setaninitialtargetmarket.第45页/共117页Unit5BrandSpeaking1SampleA:WehaveconductedasurveyonperfumeandfindthatmostcustomersprefersomeEuropeanbrands,suchasDior,Burberry,etc.B:WhydotheychooseEuropeanbrands?Theirpricesarehigherthantheothersonthemarket.A:Theysaythe

49、yareasymboloffashionandhaveacharmingsmell.C:Ournewproducthasitsowncompetitiveadvantagesonthemarket.Itmaintainsthemagicfragrancethroughoutthewholeday.Nowweshouldconsiderthepricecarefully.A:Yes.Wejusthavetokeepitinthemiddlerange.Weshouldkeepitaffordable.C:Soundsreasonable.Howdowepromotethem?B:Wecansta

50、rtoutwithoutdooradsonbusesandsubways.ThenwemayconsiderTVads,radioadsandnewspaperads.C:Goodidea!SincewehavedevelopedgoodrelationshipwithsomedistributorsinIndiaandJapan,isitstrategictosetourinitialtargetmarketinAsia?A&B:Yes,weagree.第46页/共117页Unit5Brand1.Warming-upBrandStoryListening2Task1Haveyouusedpr