高等学校英语拓展系列教程PPT课件

.,1,高等学校英语拓展系列教程,BusinessEnglishReading,商务英语阅读,.,2,Contents,Warmup,1,Unit6GlobalBrands,.,3,1.Warmup,“Consumerneedsareamazinglysimilarmarkettomarket;thechallengefortheagencyistotouchpeoplewithamessage.”GraceAtkinson,AQuotation:,.,4,1.Warmup,Thefollowingaresomefamousglobalbrands.Areyoufamiliarwiththem?Discusswithyourclassmates.,.,5,TextB,TextA,1.Warmup,.,6,1.Warmup(TextA),Doyouusuallyintendtobuybrandedproducts?Whatdoesabrandmeantoacompanyortothecompanysconsumers?CanyourecognizehowmanyfamousbrandsareAmerican?WhatisyourgeneralimpressiononAmericanbrandsinChina?,Thinkaboutthefollowingquestions:,.,7,2.Warm-up(TextB),Manystudentsnowpossessacellphoneormobilephone.Doyouhaveone?Whatbrandisyourmobilephone?Supposeyouhaventpossessedacellphoneoryouwanttochangeyourcellphone,thenwhichbranddoyouintendtobuy?Whatfactorswillfallintoyourconsiderationwhenyoubuyacellphone?,Thinkaboutthefollowingquestions:,.,8,2.TermStudy,TextB,TextA,.,9,2.TermStudy(TextA),Abrandisanameortrademarkconnectedwithaproductorproducer.Brandshavebecomeincreasinglyimportantcomponentsofcultureandtheeconomy,nowbeingdescribedasculturalaccessoriesandpersonalphilosophies.(FromWikipedia),Brand,.,10,Brand,2.TermStudy(TextA),Thebrandnameisoftenusedinterchangeablywithinbrand,althoughitismorecorrectlyusedtospecificallydenotewrittenorspokenlinguisticelementsofanyproduct.Abrandnameconstitutesatypeoftrademark,ifthebrandnameexclusivelyidentifiesthebrandownerasthecommercialsourceofproductsorservices.,.,11,ForeignLanguageTeachingandResearchPress,Brand,2.TermStudy(TextA),品牌：国际营销界最权威的机构美国市场营销学会所给的定义为：品牌是一种名称、术语、标记、符号或设计，或是它们的组合运用。其目的是借以辨认某个销售者或销售群体的产品或服务，并使之与竞争对手的产品和服务区分开来。品牌一般由两部分组成：一是品牌名称，即可以用语言来表示的部分，如“海尔”，“长虹”等都是中国国内知名品牌的名称；而是品牌标志，指的是不能用语言表达的部分，如符号、图案、基准色和标准字体等。,.,12,ForeignLanguageTeachingandResearchPress,Brand,2.TermStudy(TextA),“品牌就是指你与客户间的关系，说到底，起作用的不是你在广告或其他宣传中向他们许诺了什么，而是他们反馈了什么以及你又如何做出反应。对我们来说，口碑极其重要。简而言之，品牌就是人们私下里对你的评价。”杰夫贝佐斯（美国亚马逊公司总裁）,.,13,2.TermStudy(TextB),ForeignLanguageTeachingandResearchPress,High-endProduct,High-endProduct高端产品：所谓高端产品通常是指目标消费群体能力相对较强、消费层次相对较高、技术相对领先、利润率相对较高的产品。相关的概念还有高端市场(High-endMarket)以及高端顾客(High-endCustomers)等。Low-endProduct低端产品：与高端产品概念相对。,.,14,TextB,TextA,3.OutlineoftheTexts,ForeignLanguageTeachingandResearchPress,.,15,ForeignLanguageTeachingandResearchPress,3.OutlineoftheTexts,TextAOutline,Paras.2-12,TextB:outline,.,16,ForeignLanguageTeachingandResearchPress,3.OutlineoftheTexts,TextBOutline,Chineseappetiteforhandsetstendstobemorefashionableandsophisticated,whichisaniceringforforeignhandsetmakers.,ForeignhandsetbrandsgainpopularityintheChinesemarket,andthehometeamhasalsomadehugesuccess.,Paras.1-4,Paras.5-10,.,17,4.Discussion,TEXT,TEXT,TEXT,TEXT,ForeignLanguageTeachingandResearchPress,Questionsfordiscussion,TextA,TextB,.,18,4.Discussion,ForeignLanguageTeachingandResearchPress,TextA,Accordingtothetext,whatarethewaysforbrandstocrossborders?Listthemout.“Infact,gettingthethreefactorsrightimagery,relevanceandinnovationcantranslateintoanadvertisingandsalesbonanzaabroad.”whatisyourunderstandingofthisidea?“Consumerneedsareamazinglysimilarmarkettomarket;thechallengefortheagencyistotouchpeoplewithamessage.”Doyouagreewiththisidea?,TextB:discussion,.,19,4.Discussion,ForeignLanguageTeachingandResearchPress,TextB,Infrontofthefiercecompetitionfromtheforeignbrandsofhandsets,whatsuggestionscanyougivetoChinesehandsetsproducers?WhatmarketsinothercountriescanChineseproducersexpandbusinessinto?,.,20,5.MoreInformation,ForeignLanguageTeachingandResearchPress,国际品牌(百度百科),是指在国际市场上知名度,美誉度较高,产品辐射全球的品牌,例如可口可乐,麦当劳,万宝路,奔驰,爱立信,微软,皮尔卡丹等。国际品牌一般有以下三个特征：是品牌历史悠久，有的在本国有着几十年甚至上百年的历史；经常能引领业界的发展方向；有支撑该品牌的知师。,.,21,ForeignLanguageTeachingandResearchPress,世界品牌实验室(百度百科),5.MoreInformation,世界品牌实验室是由1999年诺贝尔经济学奖得主罗伯特蒙代尔教授(RobertMundell)担任主席的世界经理人资讯有限公司()的全资附属机构,致力于品牌评估、品牌传播和品牌管理，其专家和顾问来自美国哈佛大学、耶鲁大学、麻省理工学院，英国牛津大学、剑桥大学等世界顶级学府，其研究成果已经成为许多企业并购过程中无形资产评估的重要依据,其独创的评估方法“品牌附加值工具箱”(BrandvalueAddedTools)与目前通行的“经济适用法”(EconomicUseMethod)相吻合。,.,22,ForeignLanguageTeachingandResearchPress,世界品牌实验室(百度百科),5.MoreInformation,世界品牌500强排行榜(TheWorlds500MostInfluentialBrand)的评判依据是品牌的世界影响力。品牌影响力(BrandInfluence)是指品牌开拓市场、占领市场并获得利润的能力。世界品牌实验室按照品牌影响力的三项关键指标：市场占有率(ShareofMarket)、品牌忠诚度(BrandLoyalty)和全球领导力(GlobalLeadership)对世界级品牌进行了评分，1分表示一般，5分表示极强。世界品牌实验室经过长达半年对全球5810个知名品牌的调查分析，根据品牌影响力的各项指标进行评估，最终推出了世界最具影响力的500个品牌。,.,23,Fo