新职业英语2通用版课件

职业综合职业综合英语英语 2 2Unit 5 BrandUnit 5E EN NG GL LI IS SH H F FO OR R C CA AR RE EE ER RS S职业综合英语职业综合英语 2 2新职业英语新职业英语Unit 5ENGLISH FOR CAREERSUnit 职业综合职业综合英语英语 2 2Unit 5 BrandContentsListening&Speaking4 Warming-up1Reading A2Reading B3Language Lab7Language Lab7Writing5Mini-project6Language LabLanguage Lab7 7EntertainmentEntertainment8 8ContentsListening&Speaking4 职业综合职业综合英语英语 2 2Unit 5 BrandWarm-1Task Work in pairs.In the table there are some commonly used methods to name a company or brand.Examples of some famous companies or brands are listed below.Discuss with your partner and match the examples with the corresponding methods.Warm-1Task Work in pairs.In职业综合职业综合英语英语 2 2Unit 5 BrandWaWarm-rm-2 2Ford,McDonaldsFord,McDonaldsSony,GoogleSony,GoogleHSBC,KFCHSBC,KFCPizza HutPizza HutNikeNikeClean&ClearClean&ClearHagen-DazsHagen-DazsDanmarkGreekGoddessofVictoryWarm-2Ford,McDonaldsDanmarkG职业综合职业综合英语英语 2 2Unit 5 BrandReading AReading ATextTask 1Task 2Business Know-howReading AReading ATextTask 1Ta职业综合职业综合英语英语 2 2Unit 5 BrandText A-1Hagen-Dazs Hagen-Dazs Hagen-Dazs Hagen-Dazs is is a a brand brand of of ice ice cream,cream,established established by by Polish Polish immigrants immigrants Reuben Reuben andand Rose Rose Mattus Mattus in in the the Bronx,Bronx,New New York York in in 1961.1961.Starting Starting with with only only three three flavorsflavors:vanilla,vanilla,chocolatechocolate and and coffee,coffee,the the company company opened opened its its first first retailretail store store in in Brooklyn,Brooklyn,New New York York in in 1976.1976.Hagen-DazsHagen-Dazs then then offered offered franchisesfranchises throughout throughout the the UnitedUnited States States and and 54 54 other other countries countries around around the the world.world.Hagen-Dazs Hagen-Dazs produces produces ice ice cream,cream,ice cream bars,ice cream bars,ice cream cakes,ice cream cakes,sorbet sorbet and frozen yogurt.and frozen yogurt.Reading A雪葩雪葩Text A-1Reading A雪葩雪葩职业综合职业综合英语英语 2 2Unit 5 BrandText A-2Reading AThe The ice ice cream cream now now comes comes in in many many differentdifferent flavors flavors and and is is a a“super-“super-premiumpremium”brand,brand,meaning meaning it it is is quite quite densedense (very(very little little air air is is mixedmixed in in during during manufacture),manufacture),uses uses only only egg egg yolks,yolks,and and has has a a high high butterfatbutterfat content.content.Hagen-DazsHagen-Dazs is is also also meant meant to to be be kept kept at at a a temperature temperature thatthat is is substantiallysubstantially lower lower than than most most ice ice creams creams in in order order to to keep keep its its intendedintended firmnessfirmness.It It is is soldsold both both in in grocery grocery stores and in stores and in dedicateddedicated retailretail outletsoutlets.Text A-2Reading AThe ice cream职业综合职业综合英语英语 2 2Unit 5 BrandText A-3Reading A The The name name of of Hagen-Dazs Hagen-Dazs does does not not derive derive fromfrom any any of of the the North North Germanic Germanic languages;languages;it it is is simply simply two two made-up made-up words words meant meant to to look look Scandinavian Scandinavian to to American American eyes eyes(the(the“a”“a”and and“zs”“zs”are are not not a a part part of of any any native native words words in in any any of of the the Scandinavian Scandinavian languages).languages).This This is is known known in in the the marketing marketing industry industry as as foreign foreign branding.branding.Mattus Mattus thought thought that that Denmark Denmark was was known known for for its its dairy dairy products products and and had had a a positive positive image image in in the the US.US.He He included included an an outline outline map map ofofDenmark Denmark on early labels,as well as the name of Copenhagen.on early labels,as well as the name of Copenhagen.Text A-3Reading A The name of 职业综合职业综合英语英语 2 2Unit 5 BrandText A-4A-4Reading ATheir Their daughter daughter Doris Doris Hurley Hurley told told PBS PBS documentary documentary An An Ice Ice Cream Cream Show Show(1999)(1999)that that her her father father Reuben Reuben Mattus Mattus sat sat at at the the kitchen kitchen table table for for hours hours saying saying meaninglessmeaningless words words until until he he came came up up with with a a combination combination he he liked.liked.He He chose chose this this method method so so that that the the name would be name would be completelycompletely unique unique and and originaloriginal.Text A-4Reading ATheir daughte职业综合职业综合英语英语 2 2Unit 5 BrandText A-5Reading A The The philosophyphilosophy of of Hagen-Dazs Hagen-Dazs is is simple:simple:find find the the purest purest and and finest finest ingredientsingredients in in the the world world and and put put them them in in the the best best ice ice cream,cream,sorbet,sorbet,and and frozen frozen yogurt yogurt available.available.It It is is a a way way of of doing doing business business that that is is as as demanding demanding as as it it is is uncommon.uncommon.And And it it is is the the reason reason why why the the brand brand has has represented represented fine fine ice ice cream cream for for half half a a century.century.Since Since the the beginning,beginning,Hagen-Dazs Hagen-Dazs has has soughtsought to to innovateinnovate and and bring bring new new frozen frozen dessert dessert experiences experiences to to its its customers,customers,including including distinctivedistinctive flavors flavors such such as as Vanilla Vanilla Swiss Swiss AlmondAlmond,Butter Butter PecanPecan and and Dulce Dulce de de Leche Leche to to name name just just a a fewfew.Hagen-Dazs Hagen-Dazs was was also also the the first first to to introduce introduce the the world world to to ice ice cream cream bars bars for for a a grown-up grown-up taste,taste,with with the the introduction introduction of of the the Hagen-Hagen-Dazs Dazs ice ice cream cream bars bars in in 1986.1986.Other Other super super premium premium innovations innovations followed,with Frozen Yogurt in 1991 and Sorbet in 1993.followed,with Frozen Yogurt in 1991 and Sorbet in 1993.Text A-5Reading A The ph职业综合职业综合英语英语 2 2Unit 5 BrandText A-A-6 6Reading ATo To this this day,day,Hagen-Dazs Hagen-Dazs remains remains committed committed to to developing developing exceptionalexceptional new new super super premium premium frozen frozen dessert dessert experiences,experiences,releasingreleasing new flavors every year.new flavors every year.Text A-6Reading ATo this day,职业综合职业综合英语英语 2 2Unit 5 BrandA-A-TranTrans-1s-1哈根达斯哈根达斯 哈哈根根达达斯斯是是由由来来自自纽纽约约布布朗朗克克斯斯区区的的波波兰兰移移民民鲁鲁本本马马特特斯斯和和露露丝丝马马特特斯斯于于19611961年年创创办办的的一一个个冰冰淇淇淋淋品品牌牌。他他们们的的第第一一家家零零售售店店于于19761976年年在在纽纽约约布布鲁鲁克克林林区区开开张张，一一开开始始时时只只销销售售香香草草、巧巧克克力力和和咖咖啡啡三三种种口口味味的的冰冰淇淇淋淋。随随后后，哈哈根根达达斯斯开开始始在在美美国国以以及及其其他他5454个个国国家家出出售售特特许许经经销销权权。它它生生产产冰冰淇淇淋淋、雪雪糕糕、冰冰淇淋蛋糕、果味冰淇淋以及冰冻酸奶。淇淋蛋糕、果味冰淇淋以及冰冻酸奶。Reading AA-Trans-1哈根达斯哈根达斯Reading A职业综合职业综合英语英语 2 2Unit 5 BrandA-A-Trans-Trans-2 2Reading A 今天哈根达斯冰淇淋口味有多种，是一个顶级今天哈根达斯冰淇淋口味有多种，是一个顶级品牌。哈根达斯品牌代表着其冰淇淋非常醇厚（在品牌。哈根达斯品牌代表着其冰淇淋非常醇厚（在制作过程中几乎没有空气混入），制作时仅使用蛋制作过程中几乎没有空气混入），制作时仅使用蛋黄，并且乳脂含量很高。这同时也意味着哈根达斯黄，并且乳脂含量很高。这同时也意味着哈根达斯冰淇淋的存放温度要比大多数品牌低很多，为的就冰淇淋的存放温度要比大多数品牌低很多，为的就是保持冰淇淋的硬度。哈根达斯产品在杂货店和专是保持冰淇淋的硬度。哈根达斯产品在杂货店和专营零售店里都有销售。营零售店里都有销售。A-Trans-2Reading A 今天哈根达斯冰淇今天哈根达斯冰淇职业综合职业综合英语英语 2 2Unit 5 BrandA-A-TranTrans-3s-3Reading A 哈根达斯的名字并非来源于北日耳曼语；它仅仅哈根达斯的名字并非来源于北日耳曼语；它仅仅是两个自创的单词，为的是让美国人觉得它像斯堪的是两个自创的单词，为的是让美国人觉得它像斯堪的纳维亚语（其中的纳维亚语（其中的“a a”和和“zszs”并非任何斯堪的纳并非任何斯堪的纳维亚语单词中的字母组合）。这在销售行业中被称为维亚语单词中的字母组合）。这在销售行业中被称为品牌异国化。马特斯认为丹麦的乳制品非常出名，并品牌异国化。马特斯认为丹麦的乳制品非常出名，并且在美国有一个正面的形象。于是他将丹麦地图以及且在美国有一个正面的形象。于是他将丹麦地图以及哥本哈根的名字放在了早期的商标上。哥本哈根的名字放在了早期的商标上。A-Trans-3Reading A 哈根达斯的名字并哈根达斯的名字并职业综合职业综合英语英语 2 2Unit 5 BrandA-A-TranTrans-4s-4Reading A 他他们们的的女女儿儿多多丽丽丝丝赫赫利利在在美美国国公公共共广广播播公公司司的的纪纪录录片片冰冰淇淇淋淋博博览览（19991999）中中曾曾讲讲述述道道，父父亲亲鲁鲁本本马马特特斯斯在在餐餐桌桌前前坐坐了了好好几几个个小小时时，嘴嘴里里念念叨叨着着一一些些无无意意义义的的单单词词，直直到到想想出出这这个个他他喜喜欢欢的的组组合合。他他采采取取这这种种方方式式为为的的是是能能使使名名字字完完全全原原创创，独独一无二。一无二。A-Trans-4Reading A 他他们们的女儿多的女儿多丽丝丽丝职业综合职业综合英语英语 2 2Unit 5 BrandA-A-Trans-Trans-5 5Reading A 哈哈根根达达斯斯的的理理念念非非常常简简单单：以以世世界界上上最最纯纯最最好好的的原原料料制制作作出出最最佳佳的的冰冰淇淇淋淋、果果味味冰冰淇淇淋淋和和冰冰冻冻酸酸奶奶。这这种种经经营营方方式式不不寻寻常常，同同时时要要求求也也很很苛苛刻刻，这这也也是是该该品品牌牌半半个个世世纪纪以以来来都都能能作作为为上上等等冰冰淇淇淋淋代代表表的的原原因因。从从一一开开始始，哈哈根根达达斯斯就就设设法法革革新新并并且且带带给给顾顾客客全全新新的的冰冰冻冻甜甜点点的的体体验验，它它有有一一些些非非常常有有特特色色的的口口味味：瑞瑞士士香香草草杏杏仁仁、奶奶油油胡胡桃桃、牛牛奶奶太太妃妃，诸诸如如此此类类。哈哈根根达达斯斯还还于于19861986年年推推出出了了哈哈根根达达斯斯雪雪糕糕系系列列，首首次次在在全全世世界界推推出出成成人人口口味味雪雪糕糕。其其他他顶顶级级产产品品的的创创新新随随之之而而来来，包包括括19911991年年推推出出的的冰冰冻冻酸酸奶奶和和19931993年年推推出的果味冰淇淋。出的果味冰淇淋。A-Trans-5Reading A 哈根达斯的理念非哈根达斯的理念非职业综合职业综合英语英语 2 2Unit 5 BrandA-A-Trans-Trans-6 6Reading A 时时至至今今日日，哈哈根根达达斯斯仍仍致致力力于于开开发发顶顶级级的的冰冰冻冻甜点全新体验，每年都推出不同的新口味。甜点全新体验，每年都推出不同的新口味。A-Trans-6Reading A职业综合职业综合英语英语 2 2Unit 5 BrandReading Aflavor n.a particular taste of a food or drinke.g.e.g.You may choose from six popular flavors.e.g.e.g.I dont like the flavor of onion.Tran:Tran:这种面包有各种口味。This bread has plenty This bread has plenty of flavors.of flavors.Reading Aflavor n.a particu职业综合职业综合英语英语 2 2Unit 5 BrandReading Afranchisen.permission given by a company to someone who wants to sell its goods or servicesv.to give or sell a franchise to someonee.g.e.g.a franchise holder.a franchise agreementsubsequente.g.e.g.He is starting the first school himself,but ones will be franchised to use the new method.Tran:Tran:他购买了热狗专营权。He has bought a hot dog franchiseHe has bought a hot dog franchise.Reading Afranchisen.permiss职业综合职业综合英语英语 2 2Unit 5 Branda.containing a lot of things,people,plants,etc.in a small areae.g.e.g.Traffic slowed down because of the dense fog.e.g.e.g.There was a dense crowd waiting to see the popstar.Tran:Tran:我们在茂盛的树林中艰难前行。We fought our way through dense forest.We fought our way through dense forest.Reading Adensefightcontaining a lot of things,pe职业综合职业综合英语英语 2 2Unit 5 Brand(“derive”may be used as an intransitive verb or a transitive verb):to come from;to obtain or receive from a sourcee.g.e.g.This idiom derives from an ancient custom.e.g.e.g.He has derived great pleasure from reading this book.Tran:Tran:该英文单词来源于法语。This English word derives from French.This English word derives from French.Reading Aderive from(“derive”may be used as an in职业综合职业综合英语英语 2 2Unit 5 Brandn.one of the things from which something is made,especially one of the foods that are used together to make a particular dishe.g.e.g.Coconut is a basic ingredient for many curries.e.g.e.g.Imagination and hard work are the ingredients of success.Tran:Tran:这个蛋糕是用什么做的？What are the ingredients of the cake?What are the ingredients of the cake?Reading Aingredientn.one of the things from wh职业综合职业综合英语英语 2 2Unit 5 Brandv.to introduce new things,ideas,or ways of doing somethinge.g.e.g.We must constantly adapt or innovate to ensure success in a growing market.Tran:Tran:想生意越做越好，就得创新。Businesses have to innovate in orderBusinesses have to innovate in order to make new progress.to make new progress.Reading Ainnovatev.to introduce new thing职业综合职业综合英语英语 2 2Unit 5 Branda.having a quality or characteristic that makes something different and easily noticede.g.e.g.She has a very distinctive way of keeping fit.Tran:Tran:战士们穿的军装很醒目。Soldiers wear a distinctive uniform.Soldiers wear a distinctive uniform.Reading Adistinctivehaving a quality or characteri职业综合职业综合英语英语 2 2Unit 5 Branda.unusually good;excellente.g.e.g.They are exceptional students.e.g.e.g.At the age of five,she showed exceptional talent for a musician.Tran:Tran:消防队员表现得非常勇敢。The firemen showed exceptionalThe firemen showed exceptional bravery.bravery.Reading Aexceptionala.unusually good;excellentR职业综合职业综合英语英语 2 2Unit 5 Brandv.to make something available to the publice.g.e.g.The new film will be released next month.e.g.e.g.The commission released its findings.Tran:Tran:什么时候向报纸公布选举日期才是最佳时机？When is the best moment to release theWhen is the best moment to release the date of the election to the newspapers?date of the election to the newspapers?Reading Arelease委员会委员会v.to make something availab职业综合职业综合英语英语 2 2Unit 5 BrandA-TaskA-Task 1-1Task 1 Answer the following questions according to the passage.Reading A1.1.When was Hagen-Dazs established?When was Hagen-Dazs established?2.Where is Hagen-Dazs sold?2.Where is Hagen-Dazs sold?Hagen-Dazs was established in 1961.Hagen-Dazs was established in 1961.It It is is sold sold both both in in grocery grocery stores stores and and in in dedicated retail outlets.dedicated retail outlets.A-Task 1-1Task 1 Answer the fo职业综合职业综合英语英语 2 2Unit 5 BrandA-TaskA-Task 1-2Reading A3.What is the meaning of Hagen-Dazs?3.What is the meaning of Hagen-Dazs?4.4.Why Why did did Reuben Reuben Mattus Mattus sit sit at at the the kitchen kitchen table table for for hours hours saying meaningless words?saying meaningless words?5.5.Do Do you you think think the the brand brand of of Hagen-Dazs Hagen-Dazs is is a a successful successful one?one?Why or why not?Why or why not?It It has has no no meaning.meaning.It It is is simply simply two two made-up made-up words words meant to look Scandinavian to American eyes.meant to look Scandinavian to American eyes.He He was was trying trying to to figure figure out out a a name name that that is is completely completely unique and original.unique and original.Hagen-Dazs Hagen-Dazs is is very very successful successful Because Because the the brand brand has has stood for fine ice cream for half a century.stood for fine ice cream for half a century.A-Task 1-2Reading A职业综合职业综合英语英语 2 2Unit 5 BrandA-A-TasTask k 2Task 2 Complete the following table according to the passageReading AAbout Hagen-DazsDetails First retail store Creators of Hagen-Dazs First flavors of Hagen-Dazs Other flavors of Hagen-Dazs Methods of selling Future plan of Hagen-Dazsin Brooklyn,New York in 1976in Brooklyn,New York in 1976developing exceptional new super developing exceptional new super premium frozen dessert premium frozen dessert experiences,releasing new flavors experiences,releasing new flavors every yearevery yearretailing(in grocery stores,retail retailing(in grocery stores,retail outlets),franchisingoutlets),franchisingReuben and Rose MattusReuben and Rose Mattusvanilla,chocolate and coffeevanilla,chocolate and coffeeVanilla Swiss Almond,Butter Pecan Vanilla Swiss Almond,Butter Pecan and Dulce de Lecheand Dulce de LecheA-Task 2Task 2 Complete the fo职业综合职业综合英语英语 2 2Unit 5 BrandBusiness Know-howBusiness Know-how Building up Brand RecognitionlCreate a logo to be used consistently始始 终终 如如 一一 地地.Recognition and uniqueness are more important for the logo than representation of the product/service;lCreate a catchy引引人人注注意意的的 slogan that says something powerful and original,in as few words as possible;lDevelop a website,business cards,a letterhead信信头头 and other related business tools with a consistent theme;lKnow the customers and use a branding style that appeals to呼呼吁吁，对对有有吸吸引引力力 them.Send your message to them through every possible marketing channel;lTake every opportunity to leave the customers with a lasting impression.Business Know-howBusiness Know职业综合职业综合英语英语 2 2Unit 5 BrandReading BReading BTextTask 1Task 2Reading BReading BTextTask 1Ta职业综合职业综合英语英语 2 2Unit 5 BrandText B-B-1 1Sunshine Fast Food Franchising Sunshine Sunshine Fast Fast Food Food Co.,Co.,Ltd.Ltd.draws draws on on more more than than 30 30 years years of of professional professional knowledge knowledge to to provide provide unique unique market market skills skills and and strategies strategies for for our our franchisees.franchisees.With With a a SFF SFF franchise franchise you you can can turn turn your your dream dream into into a a reality reality and and be be your your own own boss.boss.We We provide provide training,training,assistance assistance in in site site selection,selection,office office design design and and equipment equipment ordering ordering before before you you open open your your restaurant restaurant and and ongoing ongoing support support once once youre youre open.open.Our Our success success is is based based entirely entirely on on the the success success of of our our franchisees.franchisees.The The obligations obligations of of the the franchisee franchisee and and the the company company are are as follows:as follows:Reading BText B-1Sunshine Fast Food Fra职业综合职业综合英语英语 2 2Unit 5 BrandText B-B-2 2Reading BThe franchisee is responsible for:The franchisee is responsible for:Initial franchise fee Initial franchise fee Finding location Finding location Leasehold improvements Leasehold improvements Leasing or purchasing equipment Leasing or purchasing equipment Marketing and advertising Marketing and advertising Hiring employee Hiring employees s and operating and operating thethe restaurantrestaurant Paying a 7%royalty Paying a 7%royalty版税版税Text B-2Reading BThe franchise职业综合职业综合英语英语 2 2Unit 5 BrandText B-B-3 3Reading BThe company provides:The company provides:Location selection guidance Location selection guidance Restaurant layout design guidance Restaurant layout design guidance Equipment ordering guidance Equipment ordering guidance An initial training program An initial training program An operations manual An operations manual Periodic evaluations and Periodic evaluations and ongoing supportongoing support Marketing guidance and advice Marketing guidance and adviceText B-3Reading BThe company p职业综合职业综合英语英语 2 2Unit 5 BrandText B-B-4 4Reading BTo apply for the franchise,you shall go through the following process:To apply for the franchise,you shall go through the following process:Steps Your ActionsSteps Your Actions1 1 Complete the Complete the Request for InformationRequest for Information.2 2 Phone interview with our representative to determine if you qualify to Phone interview with our representative to determine if you qualify to be a franchisee.be a franchisee.3 3 If you qualify as a prospective franchisee,we will ask you to submit a If you qualify as a prospective franchisee,we will ask you to submit a Request for Consideration FormRequest for Consideration Form.4 4 Upon receipt of your Upon receipt of your Request for Consideration FormRequest for Consideration Form,our Franchise,our Franchise Award Committee shall review your application.If it is approved,we Award Committee shall review your application.If it is approved,we will send you our will send you our Franchise Disclosure DocumentFranchise Disclosure Document by email.by email.Text B-4Reading BTo apply for 职业综合职业综合英语英语 2 2Unit 5 BrandText B-B-5 5Reading B5 5 Phone Phone interview interview with with the the president.president.We We demonstrate demonstrate our our management system and market research program.management system and market research program.6 6 Schedule Schedule a a Discovery Discovery Day Day meeting meeting with with us us so so we we can can meet meet and and evaluate you and you us.evaluate you and you us.7 7 Within Within five five days days of of your your Discovery Discovery Day Day visit visit we we shall shall notify notify you you our our decision.decision.If If our our decision decision is is positive,positive,you you will will enter enter into into a a Franchise Agreement with us and remit to us the Franchise Fee.Franchise Agreement with us and remit to us the Franchise Fee.8 8 Within Within four four weeks weeks of of the the execution execution of of the the Franchise Franchise Agreement,Agreement,you you will will attend attend the the initial initial Owners Owners Training Training Sessions Sessions and and begin begin pre-opening preparation.pre-opening preparation.Text B-5Reading B5 Phone inter职业综合职业综合英语英语 2 2Unit 5 Brand加盟阳光快餐连锁加盟阳光快餐连锁 阳光快餐有限责任公司阳光快餐有限责任公司阳光快餐有限责任公司阳光快餐有限责任公司汲取三十多年的全汲取三十多年的全面专业知识，旨在为我们的受许人提供独特的面专业知识，旨在为我们的受许人提供独特的市场技巧和策略。加盟阳光快餐连锁，您将实市场技巧和策略。加盟阳光快餐连锁，您将实现您的梦想，做自己的老板。我们向您提供开现您的梦想，做自己的老板。我们向您提供开业前选址、餐馆设计及设备订购方面的培训和业前选址、餐馆设计及设备订购方面的培训和辅助，并在开业后提供持续的支持。我们的成辅助，并在开业后提供持续的支持。我们的成功完全依赖于受许人的成功。受许人和我们公功完全依赖于受许人的成功。受许人和我们公司的责任如下：司的责任如下：B-Trans-1B-Trans-1B-Trans-1B-Trans-1Reading B加盟阳光快餐加盟阳光快餐连锁连锁B-Trans-1Reading B职业综合职业综合英语英语 2 2Unit 5 BrandB-Trans-2