商务英语unit-7(201X)ppt课件

.,1,商务英语阅读（下）BusinessEnglish:AReadingCourse主讲：赵冉冉E-mail:zhanluecenter,.,2,QuestionsWhatbrandisyourmobilephone?Threeyearsago,whichbrandofmobilephonedidyouuse?Whydoyouchangeyourmobilephonefromonebrandtoanotherbrand?Whatbrandofshampoodoyouuse?andaccordingtowhatyouchooseyourshampoobrand?,.,3,.,4,P参与Compatible/incompatiblewithBrandequity品牌价值；商标资产Wearon(时间)慢慢地流逝；继续下去;使恼火；使疲倦Putinchargeof,.,19,6.Appealto呼吁；上诉；要求；对有吸引力7.Inthesamevein同样道理8.Phaseout使逐步淘汰；逐渐停止9.Shedatearat为落泪；为感到伤心/惋惜10.Gearto使适合；把连到上11.Customerequity客户资产,.,20,Examples:,Imnotgoingtobuyintotheview.Then,istheEasternethicsentirelyincompatiblewithtodayshigh-techsociety?Thehoursworeon,andtherepresentativesbecamemoreanxious.Theirendlessspeakinghasbeenwearingonmynervesallday.,.,21,5.Henrywrotemanyshortstoriesinthesamevein,humorousandlight-hearted.6.InPittsburgh,theG-20nationsagreedtophaseoutinefficientfossilfuelsubsidiesovertime.7.Thecompanyhasphasedoutthetruckmanufacturing.8.Wemustgearthestyleofourproducttotheneedsofcustomers.,.,22,ExpressionsinPartI,Alternatebetween在两种状态中交替变化；时而时而Viceverse反过来也一样EconomycarsUpscalebuyersLow-tomedium-pricedcarsEngineeringprowess工程设计技术,.,23,7.Byallaccounts据大家所说8.Salesprojections销售预测Examples:Healternatedbetweensupportingmeandopposingme.Hisfatherheldaseriesofblue-collarjobsand,byallaccounts,wasabitterman.,.,24,ExpressionsinPart2:,Forwardaside除以外Inconcert一致；齐声IntheinterestofTotheextentthat达到的程度以致；就来说；在这个意义上;在这样的范围内；在方面来说Resonatewith共鸣,.,25,Examples:,Commonsensecallsuponustoactinconcert.Theinfluencemaydeveloptotheextentthatmypositionbethreatened.Peopleofallreligionsseemtoresonatewithhisopenness.,.,26,ExpressioninPart3:,Enamoredin/of着迷于IndependentofMakeheadway取得进展Redoubleonesefforts加倍的努力,.,27,Examples:,OlderAmericanswerelessenamoredofchangeinthe2008election,andseniorcitizensweretheonlyagegroupthatvotedforJohnMcCain.YouarestartingtomakeheadwaywithyourFrench!,.,28,Part4:PutYourBrandsinTheirPlace思考：如何实施品牌战略,Questionstothink:Whatarethesevendirectivesabout?Whatdoesthefirstdirectivemean?Howtobuildbrandsaroundcustomersegment?Whyshouldyoumakeyourbrandsasnarrowaspossible?,.,29,5.Howshouldweplanbrandextension?6.Whenshouldthecompanyhandoffcustomerstootherbrands?7.Ifabrandbecomesveryunattractivetoacustomersegment,whatshouldbedone?Why?8.Howshouldbrandequitybemeasured?,.,30,branddecisionsaccordingtocustomerdecisionsmakebrandsaroundcustomersegmentsmakebrandsasnarrowaspossiblehandoffcustomerstootherbrands,.,31,brandextensionsbasedoncustomerneedsIfcustomersaresimilar,youcanputthesamebrandfordifferentproducts.,.,32,takenoheriocmeasurechangeyourmeasurebrandequity,.,33,.,34,ExpressionsinPart4:,Goagainstthegrainof违反的意愿Besubservientto从属于；顺从于Theotherwayround相反Directat/targetto指向；针对.Positionfor将定位于High-endAcrosssectionof所有的，全面的,.,35,9.Allowfor考虑到，虑及10.Haveattachmentto爱慕;依恋11.Beunifiedby在方面统一；12.Pavethewayfor为做好准备；为铺平道路13.Lineextension产品线扩展14.Creditcard16.Rollup卷起；滚滚上升；到达；积累成,.,36,15.Debitcard16.Handoff不可触摸；切换，转换(switch)17.Byanalogy用类推的方法；同样18.Buildmomentum19.setonfire,.,37,Examples:,Itgoesagainstthegrainforhimtobreakthecompanysaction.ItwastheotherwayroundlufthansabeatDaimler-Benz!Thebrunt(锋芒)ofherargumentisdirectedatthetradeunionleader.Butwhathedoesistotalktoacrosssectionofemployees.,.,38,5.shefeltasentimentalattachmenttohercollege.6.Hecouldntbeartohandoffpowertohissuccessor.7.Hisearlyprojectspavedthewayforthesuccessofthecompany.8.Hisdebtswererolling