26. Company Image公司形象.doc

26. Company Image 公司形象1 Words and Phrases 单词和词组beat打击 a bit of a beating有点儿受损repackage重新包装 spot on说得对，正确reliance依赖 control have slipped控制下滑logo商标 a bit of a mute point有点儿隐晦mute无声的 get the impression留下印象perception看法 a heavy reliance非常依赖perceive看待，理解 broaden our horizons开阔视野emphasis重点 the level of creativity创造力水平defection流失 farm out借用objective目标 bone up恶补2 Sentences 重点句型1. Thats a short term approach. 这只是权宜之计。2. OK，what are we really talking about?好，我们实际上要讨论的是什么呢?3. That will make things a bit easier for us. 这就好办点儿了。4. They need to improve their quality control. 他们需要提高质量控制水平。5. Thats the other thing the MD came up with. 这是总经理提出的另一个问题。6. Were going to have a couple of objectives in that case. 那样的话我们就得有些目标。7. What I understand from our preliminary talks，its both. 从我们开始的谈话里，我的理解是两者兼顾。8. Whats he know about marketing，were the professionals. 他懂什么市场呢，我们才是专家。9. Are we talking about their corporate image or a brand image?我们讨论的是他们的公司形象还是品牌形象?10. One of the things they asked us to look at was changing the logo. 他们请我们关注的事情之一就是更换商标。11. Its going to restrict us and destroy the level of creativity we need. 这会限制我们，降低我们需要的创造力水平。12. The company has placed a heavy reliance on marketing in the past. 公司过去非常依赖市场营销。13. Who are they trying to impress, their customers or their shareholders?他们想给谁留下好印象，是顾客还是股东呢?14. And thats why they came to us，to see if we can repackage their image?因此他们来找我们，看是否能给他们重新包装一下形象?15. What he wants is that we clarify our marketing objectives and develop a scorecard. 他希望我们弄清市场目标，并且建立记分卡。3 Dialogue 1Two Marketing people discuss ways to improve the company image. A: Theres an industry conference coming up where the company needs to be represented but, their reputation has taken a bit of a beating of late. B: And thats why theyve come to us, to see if we can repackage their image?A: Spot on. They used to have a good reputation but their quality controls have slipped through their reliance on imported components. B: OK, what are we really talking about? Are we talking about their corporate image or a brand image?A: What I understand from our preliminary talks, its both. One of the things they asked us to look at was changing the logo. B: They do realise their reputation is quite separate from the image they want to project?A: No, Im not sure they do. They seem to think, if they can repackage the product and change the logo, theyll be presenting a brand new image. B: Who are they trying to impress, their customers or their shareholders?A: Ahhh, thats a bit of a mute point. Although they didnt say it directly, I got the impression they were more concerned about their share price and the market perception of the company. B: That will make things a bit easier for us. The share market doesnt really care about reputation; all theyre interested in is the perceived corporate image. A: Thats a short-term approach. We can come up with some changes for their conference but Im going to have to talk to them about the longer term. B: That means theyre going to have to do something about their quality control problems and start focusing on their customers. 对话1 两名市场部员工在讨论提升公司形象的办法A: 有一个行业大会即将举行，这个公司需要参加，但是最近它的信誉有点儿受损。B: 所以他们就来找我们，看能否重新包装一下他们的形象?A: 说得对。他们曾经信誉不错，但是由于依靠进口零部件，质量管理下滑了。B: 好吧，那我们实际要讨论的是什么呢?是要讨论他们的公司形象还是品牌形象呢?A: 从与他们开始的交谈中我的理解是，两者都要兼顾。他们让我们注意一下更换商标的事情。B: 他们真的意识到自己的信誉和想要展现的形象不符了是吗?A: 不是吧，我不确定他们意识到了。他们似乎认为，如果重新包装了产品再换一个商标，就可以推出一个崭新的形象。B: 他们想给哪些人留下好印象呢?是顾客还是股东?A: 呃，这一点倒比较隐晦。虽然他们没直接说，但给我的印象是他们更关心股价以及市场对公司的印象。B: 这就好办点儿了。股市并不真正关心信誉，而只关心人们对公司形象的理解。A: 这是权宜之计。我们可以就行业大会为他们提出一些改变意见，但是以后得和他们谈谈长远的办法。B: 也就是说他们将来得针对质量控制问题采取行动，并且开始重视顾客。4 Dialogue 2A Marketing Manager seeks ideas for modernising the company image. A: The company has placed a heavy reliance on marketing in the past but, the emphasis is changing. B: Thats right, the trend is towards total customer satisfaction rather than focusing on the brand. A: I still think theres a need for brand marketing but, if were going to modernise our approach well have to broaden our horizons. B: We should make better use of the Market Research Organisations and try to pin down the data on customer satisfaction and customer defection. A: The Managing Director has asked about trying to measure the returns in relation to the marketing investment. B: I dont like that idea. Its going to restrict us and destroy the level of creativity we need. A: I think hes pretty serious because, hes presenting it as the modem approach to marketing. B: Whats he know about marketing; were the professionals?A: What he wants is that we clarify our marketing objectives and develop a scorecard to measure the performance. B: Were going to have a couple of objectives in that case. The companys increasing on-line business is going to require a separate approach to the normal retail operations. A: Thats the other thing the MD came up with. E-Commerce is the way of the future and he wants a better coordinated marketing strategy. B: I guess were going to have to bone up on our IT skills as most of the e-Commerce stuff has been farmed out to date. A: It will be issued in due course by the companys media spokesperson. B: I can see you are well trained in talking a lot and not saying anything!对话2 市场部经理寻求使公司形象现代化的建议A: 公司过去非常依赖市场营销，但是现在重点发生了变化。B: 是啊，现在的趋势是向着全体客户的满意度，而不是品牌建设了。A: 我仍然觉得需要做品牌营销，不过，要使营销方法更现代化，就需要开阔视野。B: 我们应该更好地利用市场调研机构，努力查明有关顾客满意度和顾客流失情况的数据。A: 总经理曾问过如何衡量市场投资的回报率。B: 我不赞成这个主意。这会限制我们，降低我们需要的创造力水平。A: 我想他是认真的，他把这个介绍为现代市场营销方法呢。B: 他懂什么市场呢，我们才是专家。A: 他想让我们弄清市场目标，并且建立衡量绩效的记分卡。B: 那样的话就需要有些目标。公司的网上业务正在增长，这就要求有区别于普通零售的新方法。A: 这是总经理提出的又一个问题。电子商务是未来的趋势，他想要一个更好、更协调的市场策略。B: 我猜我们得恶补一下自己的IT技能，因为目前大部分电子商务人员都被派出去了。A: 这会由公司的媒体发言人在适当时机发布。B: 我能看出你滔滔不绝、言之无物的技巧学得不错!5 Exercises A Vocabulary Drill 词汇填空练习1. Corporate image now _ their social responsibilities. 2. Changing a products _ may improve its image. 3. Marketing _ must be measured against results. 4. All marketing strategies need _ objectives. 5. There are _ ways to market a companys image. 6. Corporate image is how _ people see a company. 7. Identity is about the _ by owners and employees. 8. Long term marketing must _ on the customers. 9. Research is _ in defining a companys image. 10. A poor company image will affect _ . outside profitability expenditure includes perception necessary focus different logo defined B Reading Practice 阅读练习A companys image is related to its corporate identity, its product identification and its reputation. Its image is how it is perceived by people outside of the organisation while its identity is how the company sees itself. Similarly, with its reputation, there is an internal reputation and an external reputation. Having a good image and reputation with its employees and shareholders will only be short term if its image with its customers doesnt reflect that perception. In the long term, a company depends on its customer image of the quality, value, reliability and demand for its products or services. That is reflected in its financial performance by way of profitability. The modern corporate image is a multi faceted projection involving its vision and leadership, accepting its social responsibilities, its workplace environment and its respect and trust. None of these facets are easily measured but they all need to be taken into account when developing a marketing program. Customer service and satisfaction are increasingly important to the way a company is perceived but, product quality, value, reliability and after-sales service remain paramount. Companies need to make good use of Market Research organisations t