商务英语听力教案5

商务英语听力教案5 1Unit5Brand Equityand GlobalBrands品牌资产和全球品牌3Learning objectivesIn thisunit studentswill learnwords andexpressions related to branding.Students willbe ableto talkabout thehistorical developmentand thecurrent situationof globalbrands.Background readingNotes:1.brand equity品牌资产2.intangible asset无形资产a business asset thathas nophysical existence3.positive association良好的联想association mentalconnection betweenideas4.price premium溢价5.generic products普通产品not specific6.brand extension品牌延伸7.leverage借助8.advertising expenditure广告支出9.consumers awareness消费者的认知10.attitude strength态度强度11.facilitate使（某事物）容易make(sth)easy orless difficult12.ine streamaregular andcontinuing flowof moneygenerated bya businessor investment13.cash flow现金流movement ofmoney into and outof abusinessasgoods arebought andsold14.lease出租，租得The firmleases anoffice withviews overthe river.15.discount折扣amount ofmoney takenoff thecost ofsth Answersto prehensionquestions:1.The brandcan addsignificant valuewhen it is wellrecognized andhas positiveassociations in the mindof the consumer.This conceptis referredto asbrand equity.2.We canview brand equity fromfinancial,brand extensions,and consumer-based perspectives.3.Yes.Strong brand equity mayfacilitate amore predictable ine stream,increases cashflow byincreasing marketshare,reduce promotionalcosts,and allowpremium pricing.4.Some brandsacquire abad reputationthat resultsin negativebrandequity.Negative brandequity can be measuredby surveysin whichconsumers indicatethat adiscount isneeded topurchase thebrand overa genericproduct.2Translation of the backgroundreading品牌资产品牌是指用来识别一个产品的标志或名称。 在开发一种新产品时，品牌化是一种重要的策略。 当一个品牌广受认可，在消费者心中形成良好联想时，它能大幅增加产品的价值。 上述观念被称为品牌资产。 品牌资产是一种依存于消费者心中，能形成联想的无形资产。 我们可以从三个角度来认识品牌资产财务角度衡量品牌资产价值的方式之一，是确定一个品牌可比一个非品牌产品赢得的溢价。 比如，如果消费者愿意多付100美元购买一台品牌电视机而不是购买一台相同的非品牌电视机，这溢价就传达了该品牌资产价值的重要信息。 但是，采用这种方法计算品牌资产必须计算宣传广成本等费用。 品牌拓展角度一个成功的品牌可以作为推出其他相关产品的平台。 品牌拓展的好处首先在于可以通过充分利用现有品牌的知名度，可降低厂方的广告费用支出，同时降低消费者一方的风险。 其次，恰当的品牌拓展活动能够提升品牌的核心品牌。 但是，相对于品牌价值的直接财务衡量而言，品牌拓展的价值更加难以量化。 消费者为本的角度一个强大品牌会提升消费者对该公司旗下产品的认可度。 消费者对产品的态度是基于对产品的体验。 消费者实际体验十分重要，它意味着在品牌建立的早期，试用的产品应该比广告宣传的效果更好。 消费者的认识和联想会带来感知的品质，可引证的特征，和最终的品牌忠诚。 强大的品牌资产可以带来以下利益z带来更多可预见的收入流;z通过增加市场份额，减少推广费用和获得价格溢价，从而增加现金流入;z品牌资产是可以出售和租赁的资产。 然而，品牌资产也不总是表现为正面价值。 有些品牌获得不良声誉，导致了负面的品牌资产。 不良的品牌资产的衡量方法之一是调查消费者期待的打折度，然后才会购买该品牌产品而放弃同样的常规产品。 Part AFirst listening:listen for the gistWhat isthe mainidea of news item one?This itemis aboutthe battleof brands in thecurrent market.Companies areboth struggling to buildtheir brandsand municating their brandsto theconsumer.What isthe mainidea ofnews itemtwo?Basketball sensationYao Minghas filedsuit againstsoft drinkgiant Coca-Cola forits usinghis image illegally.The problemis thatYao isa spokesman for Coca-Cola rival,Pepsi.Second listening:listen forspecific informationIn thispart the teacher hasgreat freedomand flexibilityto askstudents questions,to clarifyany difficultlanguage points,to addin supplementarymaterials asbackground3knowledge or in-depth understandingof thelistening materials.Notice theexpressions relatedto branding.brand-building:a makerof lower-end consumer electronics,brand value,marketing andproduct mix,losers inbrand value,municatingthevalue totheconsumer,outspend Samsung on traditional advertising in the U.S.on electronicsproducts,score biggains in value,shout about their brands.Supplement materialsabout Samsung.In thelast decade,Samsung hasmoved quicklyand spectacularlyfrom atypical OEMto manufacturinghigh-tech products,focusing ondesign andconsumer growth.Samsungs missionis toassociate its brand inconsumersminds withproducts that are beautiful,avant-garde anduser-friendly.Business law:use his imageillegally,spokesmanforPepsi,feature Yaoinitiated legal proceedings against Coca-Cola,unauthorized use of his image,publicity deal,personal authorization.Supplement materialsabout Yaos deal with Pepsi.Inxx,Yao Mingannounced anew internationaldeal withPurchase,NY-based Pepsi.Yao,who inkeda U.S.sponsorship withPepsis Gatoradebrand,featured onPepsi cans,posters andTV spotsin China.He alsoappeared inPepsi promotionsin theU.S.Ask students to fill in the blanks withmissing information in news itemone.Compare answers.Ask students to doTrue(T)or False(F)questions fornewsitemtwo.Compare answers.Explain whyitistrue orfalse.Third listening:sentences imitationAsk students to usethe followingactive vocabulariesto formsentences aswhat they have heardfrom listening(Dictate thenremember).Please firstwrite downthe followingwords on the blackboardor puter.Then askstudents tolisten forsentences with these words in them.You askthem tolisten twotimes andsee who has caughtmore sentences.1.brand-building-Possibly nobrand hasdone abetter jobof miningthe potentialofnewbrand-building principlesthan Koreanconsumerelectronicsmanufacturer SamsungElectronics Co.2.post-Samsung hasposted thebiggest gaininvalueof anyGlobal100brand,with a186%surge.3.Brand value-Last yearSamsung surpassedNo.28Sony inoverall brandvalue.44.Marketing andproduct mix-Some of the olderbrandsinour rankingare clearlystrugglingtoremake theirmarketing andproduct mixfor amore plexworld.5.VW acknowledgesitsbrandvalue slippage.6.Outspend-Sony outspendsSamsungontraditionaladvertisingin theU.S.on electronicsproducts.Many youngbrands thatscored biggains invalue dependon their own interactiveWeb sitesto shoutabouttheir brands.7.Spokesman-Yao isa spokesmanfor Coca-Cola rival,Pepsi.8.Feature-A picturefeaturing Yaoand twoother Chinesebasketball playerscanbecurrently foundon bottlesof thepopular softdrink.9.Legal proceedings-Yao hasrecently initiatedlegalproceedingsagainstCoca-Cola forwhat heclaims isan unauthorizeduseofhisimage.10.Recall-He isdemanding thepany recallall productscarrying hispicture.11.Publicity deal-Top athletesrecently signeda publicitydealwithCoca-Cola rivalsPepsi inearly May.12.Publicity agent-Coca-Cola signeda contractwiththepublicity agentfortheChinese Mens BasketballTeam inlate March.13.Personal authorization-Chinas nationallaw statesthat apersonsimagecan onlybe usedfor advertisingpurposes iftheyhavegiven personalauthorization.Part BFirst listening:listen forthe gistWhat isthe mainidea ofthis interviewon branding?Branding guruRobert Nelsonfirst elaboratesbranding rulesand theimportance ofsticking tobrand promise.Then heillustrates howto build a brand and thecontent of branding.He alsoexplains thechoice betweena top-performer affiliateand thebrand guidelines.At last,he remendsa sitefor brandinginformation.Second listening:listen forspecific informationIn thispart theteacher hasgreat freedomand flexibilityto askstudents questions,to clarifyany difficultlanguage points,to addin supplementarymaterials asbackground knowledgeor in-depth understandingof thelistening materials.Since PartB isa longinterview,theteachercan askstudents tolisten toit infour separateparts basedon the tablein the textbook.Stop ateach partand leavetime forstudentsto fillin theblanks in the table.The keyinformationin thetablewill makea goodsummary forthe interview.Compare answers.Ask studentsto answerthe following4questions.Compare answers.Train studentsability totake downnotes andwrite out key wordsin order to answer5each of the following questions.Ask studentsto writeoutkeywordsin orderto answer eachof the followingquestions.1How canan onlinebusiness branditself suessfully?-understanding,customers,want;pete with,promise tothe market;-determining,promise to customers,differentiates you,salient.-promise,ensure,supports,long-term businessstrategy,integrated intooperations,clearly municated,organization;metrics andmeasures,ensure,deliver,brand promise.2Can youbuild a brand quickly?-brand fromstart;key,develop andmanage,build,brandequityand ROI;follow,rules,focus on,involving andmeasuring,everyone,touches,customer,superior brandexperience,develop,loyal customers,reliable revenue,brand endorsers,generate,new business.2What isbranding?-not advertising,per se;advertising,excellent,quick way,build brand awareness and recognition,one ofmany tactics,positively,touch andengage customers;brand,your business;daily actions,time andmoney.3Advice for a merchantwho has an affiliatethat isa top-performer,yet isworried thatthe affiliateis hurtingtheir brandin thelong run?-brand,trust mark for customers;behavior,negative perceptions,changed;brand implementationguidelines,for affiliates&third partychannels,distribution.-affiliate,a topperformer,violates,brand guidelines,be warned,conform withguidelines orface termination;brand,pany&promise tocustomers;a means,ensure,promise,lived upto,brand contacts.Ask studentsto fillintheblanksinthetableinorderto makea summaryoftheinterview.Compare answers.Ask studentstoanswerthe followingquestions.Compare answers.Third listening:sentence imitationAsk studentsto usethe followingactive vocabulariesto formsentences aswhat theyhave heardfrom listening(Dictate thenremember).Please firstwrite downthe followingwords on the blackboardor puter.Then askstudentstolisten forsentences withthese wordsin them.You askthem tolisten twotimes andsee whohas caughtmore sentences.1.brandCan onlinebusinesses brandthemselves effectively?2.optimize-abrandoptimization consultingfirm helpspanies optimizetheir brandfor revenueand brandequity improvement.3.apply to-Branding rulesapply toany business,whether theyare solelyonline or6an onlinedistribution channelforabricks andmortar business.4.be integrated into-you mustensure thatyour promisesupports yourlong-term businessstrategy,is fullyintegratedintopany operations.5.differentiatefrom-determining whatpromise you will maketocustomersthat differentiatesyou frompetitors,is salient,and isbuilt uponkey panyassets.6.be put in place-metrics andmeasures areputinplace toensure thatyou deliveron yourbrand promiseevery hourof everyday.7.generate-loyal customerswill staywith youand providenot onlya streamof reliablerevenue butalso serveas yourbrand endorsersthat helpgenerate newbusiness.8.per se-Branding isnot aboutadvertising,per se.9.one ofmany tacticsto-Advertising isa veryexcellent,quick wayto buildbrandawarenessandrecognition,but itis justone ofmany tacticsto positivelytouch andengage helong run-Advice fora merchantwhohas an affiliatethat isa top-performer,yet isworried thatthe affiliateis hurtingtheirbrandinthelong run.11.be trust markfor-Your brandis yourtrustmarkfor customers.12.be developedfor-Brand implementationguidelines shouldbe developedfor usewith affiliatesand otherthird partychannels ofdistribution.13.conform with-they shouldbe warnedto conformwith yourguidelines orface termination.14.a sectionfor-The brandchannel. sitehasavery goodresources sectionfor brandinginformation.Part CFirst listening:listen forthe gistWhat isthe mainidea ofthis newscoverage?It firstexplains thereason whyin China,a countrythat producesquality productsat low prices,its localconsumers stillprefer foreignto domestiommodities.Then ittalks aboutthe developmentof Chinese enterprises andChinas developingbrands onthe international market.At last,it saysthe trendthat young Chinese consumers have begun to buy local brandsSecond listening:listen forspecific informationIn thispart theteacher hasgreat freedomand flexibilityto askstudents questions,to clarifyany difficultlanguage points,to addin supplementarymaterials asbackground knowledgeorin-depth understandingofthelistening materials.Notice theexpressions relatedto Chinabranding localconsumers;foreign modities;Chinese nationalindustry;squeeze out;foreign brands;equate foreign goods with high quality;Chineseenterprises;producing high quality goodsatalowprice;internationalmarket;advance into the7world ITindustry;registered in46countries;resist imported mobile monopolization;well-reputed localbrands;gaining groundontheworld market;native brands;buylocalbrands offtheirownbat Noticethe wordsrelatedtothe organizationofthenews report.Why shouldit bethat;a look back atthe OpiumWar;at thattime;in recentyears;it seemsthat;partly because;Ask studentsto fillintheblanks withthe correctwords.Compare answers.Ask studentstofillinthetable withexact figures.Compare answers.Third listening:sentence imitationAsk studentsto usethe followingactive vocabulariesto formsentences aswhat theyhave heardfrom listening(Dictate thenremember).Please firstwrite downthefollowingwords onthe blackboardor puter.Then askstudentstolisten forsentences withthese wordsin them.You askthem tolisten twotimes andsee whohas caughtmore duceat-China producesquality productsat lowprices,2.preferto-in China,a countrythat producesquality productsat lowprices,its localconsumers stillprefer foreignto domestiommodities.3.shed a little light-A lookback tothe OpiumWar of1840,when theWestern powersdestroyed theChinese domesticmarket,might shedalittlelight.4.bee swampedwith-At thattime,the marketbecame swampedwith foreignproducts such as nails,matches andumbrellas.5.squeeze out-home producedproducts weresqueezed outby foreignbrands.6.equatewith-It seems,therefore,that Chinese consumers equate foreigngoods withhighquality.7.surpass-In the1990s,sales ofdomestically producedcolor televisionssurpassed thoseof importedsets,and locallymade cellphones resistedimportedmobilemonopolization.8.advance into-Chinese puterbrands Lenovoand Donghaia