商务英语中级第四章课件4abra.ppt

Unit 4 a Brand power Brands of mobile Nokia Motorola Siemens Sony Ericsson Samsung LG Brands of famous Cars BMW Porsche BNZE Honda Buick DAEWOO Volk Swagen Ferrari FIAT TOYOTA Ford Cadillac Chrysler Lincoln VOLVO IBM SONY TOSHIBA APPLE DELL BenQ HP Useful phrases and expressions a brand represents a certain culture 一个品牌代表一种文化 be attracted by the quality brand image 被优质的品牌形象所 吸引 the brand name carries high credibility品牌具有很高的可信 度 brand leader 畅销品牌 have a strong sense of brand loyalty 具有强烈的品牌信任感 reasonable price 合理的价格 good after-sales service 良好的售后服务 have confidence in the reliability of the product 信赖产品的 可靠性 good quality 良好的质量 consistent quality 稳定的质量 user-friendly design 方便用户的使用设计 Speaking: What would be the advantages and disadvantage of buying all of these financial products from the same providers ? Phrases and expressions convenience/convenient get discount through loyalty vouchers have trust in the reliability of the brand name have confidence in the good quality good service not necessarily the best deal in every case over-reliance on one company if anything goes wrong reduce the risk Listening tips 1 So ,the vast majority of marketing is either in-store or through direct mail. 绝大部分营销是商店里边进行的。 或者通过向顾客直接寄邮件的方式来完成。 2 Weve bought very little advertising space, but we do also use public relations as a marketing tool.我们购买的广 告版面很少，但是我们也把公共关系作为营销的手段 。 3 And how does a new bank like Sainsburys succeed in attracting people away from the High Street Banks? 塞恩斯伯里开办的银行是怎样把人们从传统的银行中 吸引过来的？这里的High Street是英国英语，指市镇商 业区的大街。The high street banks 是指传统的银行。 Quite simple by offering value for money and excellent customer service standards. 很简单，通过提高资金效益 以及提供优质的客户服务方法。这里的value for money 是指物有所值的程度。 5 Our key operation advantage is that, as a telephone- only operation, Sainsburys bank doesnt have the high over-heads that a branch network does. 我们的运作优势 是：作为只通过电话运作的业务，塞恩斯伯里银行没 有一般银行网点所要支付的管理费用.overheads指企业 的日常开支，包括工资，租金，设备，内部装饰以及 缴税等的花销，费用。 6 Sainsburys experience in retailing means that its bank can apply a retailers customer-focused mentality to the financial services sector. 塞恩斯伯里在零售业的经 验意味着它所属的银行能把零售商的以 顾客为中心的理念引入金融服务这一行 业 We firmly believe that our commitment to our customer will prevent brand damage. 我们坚信我 们对顾客的承诺会防止对品牌的损害。 8 Who could have imagined, back in t 1869, that a small family dairy woul