国际商务英语口语实训Test-3.ppt

WorkshopofInternationalBusinessSpokenEnglish Test3 PartoneInterview Examiner squestions 1 Doyouusuallybuythebrand namegoods 2 Doyouthinkthegoodswithinternationalbrandarealwaysthequalitygoods 3 Howimportantisittobuildabrandimage 4 Howimportantisthereputationofthebrand Test3 PartoneInterview 1 Itdepends WhenIamgoingtohavetheeverlastinggoods forexample thehouseholdappliances Iwillchoosethebrand nameproducts 2 Sure Thegoodswithlowqualityareunlikelytoenjoyaninternationalbrand 3 Inthelongrun it sprofitabletobuildabrandimage especiallyforaseriesofproducts 4 Thegoodreputationofabrandmeansthehighqualityoftheproduct Test3 PartTwoMini presentation Direction Inthispartofthetest youareaskedtomakeashortpresentationonthetopicforaboutaminute Youwillhaveaminutetopreparethis Topic Whatisimportantwhenmarketinganewbrand Ageoftargetcustomers Howtoadvertisethebrand Designoflogo Test3 PartTwoMini presentation Ithinkthreethingsareimportantwhenmarketinganewbrand Thefirstthingtoconsideristheageoftargetcustomers Thisisapartofmarketpositioning Second accordingtotheageoftargetcustomers wecandesigntheappropriatelogotopublicizetheproduct Theyoungmaylikethelivelyandnovellogo Third howtoadvertisethebrandisalsoimportant Wemustdecidewheretomakeadvertisement ItwillbeonTV magazineornewspaper Sothesethreethingsneedtobetakenintoconsideration Test3 PartThree Collaborativetaskanddiscussion Direction Acompanyisgoingtolaunchaproductwithaninternationalbrandinyourcountry Talktogetherforabout2minutesaboutthethingstobeconsideredanddecidewhichtwothemostimportant Herearesomeideastohelpyou Marketpositioning Advertising Packaging Changeoflogo Localculture Design Test3 PartThree Collaborativetaskanddiscussion Follow upquestions 1 Isitnecessarytochangethelogowhenintroducingaproductwithinternationalbrandinanewmarket7 Why Whynot 2 Howimportantisittoconsiderthelocalculturewhenintroducingaproductwithinternationalbrandinanewmarket 3 Ispackagingimportanttoanewbrand 4 Isthereputationofthebrandimportant 5 Whataretheeffectivewaystointroduceanewbrand Test3 PartThree Collaborativetaskanddiscussion A Aproductwithinternationalbrandalwaysenjoysagoodreputation Butitisquitenewinourcountry Somarketpositioningmustbeconsideredfirst Wemustcarryoutmarketresearch andthendecidewhothemostprobablebuyersare B Youarequiteright Wemustaccommodatetheproducttothelocalcustomer sneeds Forexample ryebreadisanAmericanfavoritefood buttraditionallyweusetheryeasfoodforcattle Sowemusttellourcustomersthatryeisahealthyfoodandmostsuitableforthepeoplewithdiabetes Test PartThree Collaborativetaskanddiscussion A Sowesetthetargetcustomeroftheproduct Thenwemustpublicizetheproduct B Exactly Advertisingisthesecondthingtobeconsidered ThroughadvertisementsonTV newspaperandmagazine peoplecanlearnabouttheproductandchangetheirviews Thentheyaccepttheproduct A Sotosumup marketpositioningandadvertisingarethetwomostimportantthingstoconsider Test3 PartThree Collaborativetaskanddiscussion Follow upquestions 1 No Manypeopleknowthelogoofaninternationalbrand butdon tlearnabouttheproductwell Changeoflogowillmisleadthecustomersintothinkingthattheproductisanewone 2 It sveryimportant Thedesign advertisingorlogooftheproductmaybeconsideredtobeatabooinlocalculture 3 Yes Packagingisachanneltoknowthe