体验商务英语综合教程三第二版答案Unit1Brands

Unit 1,Brands,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Starting up,Starting up,Vocabulary,Brand management,Listening,Why brands matter?,Reading,Outsourcing production,Language review,Present simple & present continuous,Discussion,Two promotions,Skills,Taking part in meetings,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,体验商务英语综合教程三第二版答案Unit 1 Brands,1. Course Overview,2. Course Objectives,3. Basic Requirements,4. Assessments,Course Outline,Overview,Business English,Starting up,Skills,Reading,Case Study,Language Review,Listening,Vocabulary,Overview,Business English,Money,Advertising,Trade,Culture,Brand,Business,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 improve their confidence and ability in conducting business in English.,Course Outline,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 study and task-oriented teaching.,Next,Course Outline,Language abilities:,1）,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、对话、谈判、会议发言等;,2）,阅读能力要求:,能读懂中等难度的商务英语文章，了解作者的观点和态度。阅读速度为每分钟120-160个单词，理解准确率在75%以上。,3）,口语能力要求：,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。,4）,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。,5）,英汉互译能力要求：,能够翻译一般性商务材料。,Course Outline,Back,Highlight your talents,from a MNC,Practical skills:,skills 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 graduates = 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.,C,ompetence,C,ommunication,C,reation,C,o-operation,C,onfidence,The most important:,Be active!,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, Meetings 50%,Homework, Quiz 30%,Final Exam 60%,Quotation,Truly great brands are,more than just labels,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 remains one of Irelands richest citizens. He is popularly known within Ireland as Tony OReilly.,Tasks,1. Starting-up,2. Definition and advantages of branded goods,3. Category of brand,4. Vocabulary: Brand Management,5. Listening: Why brands matter?,6. Reading: Made in Europe,7. Discussion: Two promotions,8. Skills: Taking part in meetings1,1B,A recent survey named the brands below as the worlds top ten. Which do you think is number one? Rank the others in order.,1,2,3,5,6,7,Are you surprised?,4,10,9,8,Brand 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” mean?,Ad HS,- A name, an image,quality , design, service, reliability, status, price,A unique combination of three,attributes,:,Product,benefits,: what makes the consumer,like,the product,Brand,image,: what makes the consumer,trust,the,product,Consumer,needs/beliefs,: what makes the consumer,value,the product,Discussion,Why do people like brands,?,- Own instantly recognisable products,Associate 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) To consumers,b) To manufacturers,- Make shopping a lot easier,Buy reliable products (,value for money, durable,stylish, well-designed),- High-prestige brands enhance ones status,C,Listen to two speakers talking about brands. What reasons does each person give for liking or disliking brands?,Speaker 1: pro brands,Speaker 2: anti brands,Branded products are of good quality and reliable; stylish and have a good design. People 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.,Homework,1). Vocabulary: Brand management Ex A, B on P7,2). Reading: Made in Europe Ex A, B, C, D on P8,3. Category of brand - makeup,Top-end (upmarket brand ) :,Dior, Lancme, Chanel, SK-II, Shiseido,Mid-range:,Nivea, Revlon, Olay, Ponds,Bottom-end (downmarket brand) :,Dabao, Caishi,4A,Match these word partnerships to their meanings.,1 loyalty,2 image,3 stretching,4 awareness,5 name,the name given to a product by the company that makes it,using an existing name on another type of product,the ideas and beliefs people have about a brand,the tendency to always buy a particular brand,how familiar people are with a brand,BRAND,6 launch,7 lifecycle,8 range,9 placement,10 endorsement,f) the set of products made by a company,g) the use of a well-known person to advertise products,h) when products are used in films or TV programs,i) the introduction of a product to the market,j) the length of time people continue to buy a product,PRODUCT,B,Complete these sentences with word partnerships from Exercise A.,BRAND,1 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,PRODUCT,1 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 loyalty,brand awareness,product endorsement,product lifecycle,product placement,4C,Complete 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 manager,luxury brand,classic brand,brand awareness,brand image,brand stretching,brand loyalty,brand leader,1 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 market.,4D,Complete these sentences with the remaining four word partnerships.,brand stretching,brand image,brand leader,brand manager,5A,Sandra 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 know 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.,trust,about,means,deliver,deliver,time,time,and,color,enjoyment,fun,choose,5B,Listen to the 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.,5C,Listen 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 phones,Not to call the service Microtel, but to create something completely new, based on the idea of optimism.,6A,Why 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, 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),6C,Which of the following statements are true?,Coach on longer has factory in 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 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.,true,true,true,false,false,false,false,true,6D,Choose 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 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.,Look for words and phrases which mean the following:,1. brand,2. the difference between price and cost of,production,3. factory,4. subcontracts,5. making with the permission of the brand owner,6. the most important branch of a retail chain,6E,Label 2. gross margin 3. plant,4. outsources,5. produce under license,6. Flagship store,The 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.,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.,We 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 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 demand.,A,Which 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),(PC),(PS),(PC),(PS),(PC & PS),(PC & PS),(PC & PS),B,Complete 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 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 marketing department always _ (keep) within,its budget.,b) Because the company made a loss last year, the marketing,department _ (try) to reduce costs.,are trying,develop,create,are looking,sells,is investing,keeps,is trying,C,Complete 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 _ (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 distinctive and _ (stand) out from the competition. However, this year we _ (create) a completely new brand of cosmetics.,am working,sell,dominates,is doing,is becoming,is growing,develop,extend,stands,are creating,Homework,1). Grammar: Ex B, C on P9,2). Discussion: Two promotions Ex A, B on P10,3). Glossary P164-165,商标的故事,7 Case 1,Harley Davidson,Harley-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-Davidson motorcycles have a distinctive design and reflect the styles of classic Harley designs.,Marlon Brando,Elton John,The Rolling Stones,Questions,1 What is the brand image of Harley Davidson?,2 Why were many people unhappy about the music at,the party?,3 What problem could 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,.,Because 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.,7 Case 2,JCB, also called J. C. Bamford, a British manufacturer of heavy industrial and agricultural vehicles; hence JCB can also mean a backhoe 反向铲 digger/excavator in Britain and Europe.,JCB,Questions,Where does the name JCB come from?,What was surprising about,JCBs,customer research?,What sort of products do you think JCB developed as a result of its research?,Can you think of a similar example of brand-stretching in your country?,It comes from the name of its founder.,Adults and children had very different images of the,company. Adults saw the brand as being very British,with an image of quality and being functional. Children,on the other hand, saw the brand as big, muddy and,fun.,8A,Listen to the conversation and answer the questions.,1 Why do the marketing executives at Marvel Plc want to,license their Luc Fontaine product range?,Because they want to increase their revenue.,2 What advantages does Susan Li offer to Marvel?,Shes well-known in Asia and has an excellent reputation in the industry. Shes got a modern factory and a large customer base, and is good at marketing and hard-working.,3 According to Barbara, what is the disadvantage of,offering a license to Susan Li?,All her products sell at the lower end of the market. Theyre in the cheaper price ranges. But the Luc Fontaine range is exclusive so it is not a good match for what shes selling.,4 What suggestions does Barbara make to her colleagues?,She suggests they contact Hiroshi Takahashi in Nagoya. He has a health-care company that is doing really well. He makes various skin products and sells them under well-known European labels.,8B,Marcia,Alain, how . about this? Is she the,right person for us?,Alain,Definitely. In my opinion, shes ideal.,Marcia,Right. Valerie, what .?,Valerie,I . because shes very good at marketing.,Ive met her several times.,Marcia,Barbara, youre shaking your head. .,.?,Barbara,Im . agree. I dont think shes,suitable at all.,Marcia,So what do you suggest then?,Barbara,. find someone else. I do,have someone in mind.,Barbara,In my opinion, his company has a lot to offer. ., meet him and see if hes interested?,Listen again and complete the extracts.,do you feel,do you think,agree,Whats your,opinion,afraid I cant,I think we should,Why,dont we,8C,Which of the phrases in Exercise B are:,1 asking for opinions? 3 agreeing or disagreeing?,2 giving opinions? 4 making suggestions?,D,Role play this situation.,Jonson, a large department store in Chicago, USA, is losing money. Its main product areas are food, clothing and household furniture. Seventy percent of its revenue comes from clothing, twenty-two percent from food and eight percent from furniture. Three directors of the company meet to discuss the companys problems and how to solve them.,Student A: turn to page,141,Student B: turn to page,147,Student C: turn to page,149,1, 2, 4,3,3, 5,6, 7,CASE STUDY,Caferoma,Background,Company,Product,Brand,Image,Features,Price,Headquarters,Pan European Food & Drink Company,Coffee,Caferoma,Exclusive, Italian-style, ground coffee for gourmets,Strong flavor, slightly bitter taste,High,Turin, Italy,CASE STUDY,Caferoma,Problems,Problem,Reasons,Its share of the European quality ground coffee market has declined by almost 25%.,Brand loyalty:,People prefer lower-priced coffee products.,Price:,Similar products are offered at much lower prices.,Copycat products:,Other brands of Italian-style ground,coffee are 30 40% cheaper.,Brand image:,Caferoma is out of date.,Too expensive & out of date,CASE STUDY,Caferoma,Possible solutions,Repositioning the product,Pricing,Advertising,Multiple brands,