新职业英语2_Unit5ppt课件

,Unit5,新职业英语,Contents,Warm-1,TaskWorkinpairs.Inthetabletherearesomecommonlyusedmethodstonameacompanyorbrand.Examplesofsomefamouscompaniesorbrandsarelistedbelow.Discusswithyourpartnerandmatchtheexampleswiththecorrespondingmethods.,Warm-2,Ford,McDonaldsSony,GoogleHSBC,KFCPizzaHutNikeCleanitissimplytwomade-upwordsmeanttolookScandinaviantoAmericaneyes(the“a”and“zs”arenotapartofanynativewordsinanyoftheScandinavianlanguages).Thisisknowninthemarketingindustryasforeignbranding.MattusthoughtthatDenmarkwasknownforitsdairyproductsandhadapositiveimageintheUS.HeincludedanoutlinemapofDenmarkonearlylabels,aswellasthenameofCopenhagen.,TextA-4,ReadingA,TheirdaughterDorisHurleytoldPBSdocumentaryAnIceCreamShow(1999)thatherfatherReubenMattussatatthekitchentableforhourssayingmeaninglesswordsuntilhecameupwithacombinationheliked.Hechosethismethodsothatthenamewouldbecompletelyuniqueandoriginal.,TextA-5,ReadingA,ThephilosophyofHagen-Dazsissimple:findthepurestandfinestingredientsintheworldandputtheminthebesticecream,sorbet,andfrozenyogurtavailable.Itisawayofdoingbusinessthatisasdemandingasitisuncommon.Anditisthereasonwhythebrandhasrepresentedfineicecreamforhalfacentury.Sincethebeginning,Hagen-Dazshassoughttoinnovateandbringnewfrozendessertexperiencestoitscustomers,includingdistinctiveflavorssuchasVanillaSwissAlmond,ButterPecanandDulcedeLechetonamejustafew.Hagen-Dazswasalsothefirsttointroducetheworldtoicecreambarsforagrown-uptaste,withtheintroductionoftheHagen-Dazsicecreambarsin1986.Othersuperpremiuminnovationsfollowed,withFrozenYogurtin1991andSorbetin1993.,TextA-6,ReadingA,Tothisday,Hagen-Dazsremainscommittedtodevelopingexceptionalnewsuperpremiumfrozendessertexperiences,releasingnewflavorseveryyear.,A-Trans-1,哈根达斯哈根达斯是由来自纽约布朗克斯区的波兰移民鲁本马特斯和露丝马特斯于1961年创办的一个冰淇淋品牌。他们的第一家零售店于1976年在纽约布鲁克林区开张，一开始时只销售香草、巧克力和咖啡三种口味的冰淇淋。随后，哈根达斯开始在美国以及其他54个国家出售特许经销权。它生产冰淇淋、雪糕、冰淇淋蛋糕、果味冰淇淋以及冰冻酸奶。,ReadingA,A-Trans-2,ReadingA,今天哈根达斯冰淇淋口味有多种，是一个顶级品牌。哈根达斯品牌代表着其冰淇淋非常醇厚（在制作过程中几乎没有空气混入），制作时仅使用蛋黄，并且乳脂含量很高。这同时也意味着哈根达斯冰淇淋的存放温度要比大多数品牌低很多，为的就是保持冰淇淋的硬度。哈根达斯产品在杂货店和专营零售店里都有销售。,A-Trans-3,ReadingA,哈根达斯的名字并非来源于北日耳曼语；它仅仅是两个自创的单词，为的是让美国人觉得它像斯堪的纳维亚语（其中的“a”和“zs”并非任何斯堪的纳维亚语单词中的字母组合）。这在销售行业中被称为品牌异国化。马特斯认为丹麦的乳制品非常出名，并且在美国有一个正面的形象。于是他将丹麦地图以及哥本哈根的名字放在了早期的商标上。,A-Trans-4,ReadingA,他们的女儿多丽丝赫利在美国公共广播公司的纪录片冰淇淋博览（1999）中曾讲述道，父亲鲁本马特斯在餐桌前坐了好几个小时，嘴里念叨着一些无意义的单词，直到想出这个他喜欢的组合。他采取这种方式为的是能使名字完全原创，独一无二。,A-Trans-5,ReadingA,哈根达斯的理念非常简单：以世界上最纯最好的原料制作出最佳的冰淇淋、果味冰淇淋和冰冻酸奶。这种经营方式不寻常，同时要求也很苛刻，这也是该品牌半个世纪以来都能作为上等冰淇淋代表的原因。从一开始，哈根达斯就设法革新并且带给顾客全新的冰冻甜点的体验，它有一些非常有特色的口味：瑞士香草杏仁、奶油胡桃、牛奶太妃，诸如此类。哈根达斯还于1986年推出了哈根达斯雪糕系列，首次在全世界推出成人口味雪糕。其他顶级产品的创新随之而来，包括1991年推出的冰冻酸奶和1993年推出的果味冰淇淋。,A-Trans-6,ReadingA,时至今日，哈根达斯仍致力于开发顶级的冰冻甜点全新体验，每年都推出不同的新口味。,ReadingA,flavor,n.aparticulartasteofafoodordrinke.g.Youmaychoosefromsixpopularflavors.e.g.Idontliketheflavorofonion.Tran:这种面包有各种口味。Thisbreadhasplentyofflavors.,ReadingA,franchise,n.permissiongivenbyacompanytosomeonewhowantstosellitsgoodsorservicesv.togiveorsellafranchisetosomeonee.g.afranchiseholder.afranchiseagreemente.g.Heisstartingthefirstschoolhimself,butsubsequentoneswillbefranchisedtousethenewmethod.Tran:他购买了热狗专营权。Hehasboughtahotdogfranchise.,containingalotofthings,people,plants,etc.inasmallareae.g.Trafficsloweddownbecauseofthedensefog.e.g.Therewasadensecrowdwaitingtoseethepopstar.Tran:我们在茂盛的树林中艰难前行。Wefoughtourwaythroughdenseforest.,ReadingA,dense,(“derive”maybeusedasanintransitiveverboratransitiveverb):tocomefrom;toobtainorreceivefromasourcee.g.Thisidiomderivesfromanancientcustom.e.g.Hehasderivedgreatpleasurefromreadingthisbook.Tran:该英文单词来源于法语。ThisEnglishwordderivesfromFrench.,ReadingA,derivefrom,n.oneofthethingsfromwhichsomethingismade,especiallyoneofthefoodsthatareusedtogethertomakeaparticulardishe.g.Coconutisabasicingredientformanycurries.e.g.Imaginationandhardworkaretheingredientsofsuccess.Tran:这个蛋糕是用什么做的？Whataretheingredientsofthecake?,ReadingA,ingredient,v.tointroducenewthings,ideas,orwaysofdoingsomethinge.g.Wemustconstantlyadaptorinnovatetoensuresuccessinagrowingmarket.Tran:想生意越做越好，就得创新。Businesseshavetoinnovateinordertomakenewprogress.,ReadingA,innovate,havingaqualityorcharacteristicthatmakessomethingdifferentandeasilynoticede.g.Shehasaverydistinctivewayofkeepingfit.Tran:战士们穿的军装很醒目。Soldierswearadistinctiveuniform.,ReadingA,distinctive,a.unusuallygood;excellente.g.Theyareexceptionalstudents.e.g.Attheageoffive,sheshowedexceptionaltalentforamusician.Tran:消防队员表现得非常勇敢。Thefiremenshowedexceptionalbravery.,ReadingA,exceptional,v.tomakesomethingavailabletothepublice.g.Thenewfilmwillbereleasednextmonth.e.g.Thecommissionreleaseditsfindings.Tran:什么时候向报纸公布选举日期才是最佳时机？Whenisthebestmomenttoreleasethedateoftheelectiontothenewspapers?,ReadingA,release,A-Task1-1,Task1Answerthefollowingquestionsaccordingtothepassage.,ReadingA,WhenwasHagen-Dazsestablished?2.WhereisHagen-Dazssold?,Hagen-Dazswasestablishedin1961.Itissoldbothingrocerystoresandindedicatedretailoutlets.,A-Task1-2,ReadingA,3.WhatisthemeaningofHagen-Dazs?4.WhydidReubenMattussitatthekitchentableforhourssayingmeaninglesswords?5.DoyouthinkthebrandofHagen-Dazsisasuccessfulone?Whyorwhynot?,Ithasnomeaning.Itissimplytwomade-upwordsmeanttolookScandinaviantoAmericaneyes.Hewastryingtofigureoutanamethatiscompletelyuniqueandoriginal.Hagen-DazsisverysuccessfulBecausethebrandhasstoodforfineicecreamforhalfacentury.,A-Task2,Task2Completethefollowingtableaccordingtothepassage,ReadingA,inBrooklyn,NewYorkin1976,developingexceptionalnewsuperpremiumfrozendessertexperiences,releasingnewflavorseveryyear,retailing(ingrocerystores,retailoutlets),franchising,ReubenandRoseMattus,vanilla,chocolateandcoffee,VanillaSwissAlmond,ButterPecanandDulcedeLeche,BusinessKnow-how,BusinessKnow-how,BuildingupBrandRecognitionCreatealogotobeusedconsistently.Recognitionanduniquenessaremoreimportantforthelogothanrepresentationoftheproduct/service;Createacatchysloganthatsayssomethingpowerfulandoriginal,inasfewwordsaspossible;Developawebsite,businesscards,aletterheadandotherrelatedbusinesstoolswithaconsistenttheme;Knowthecustomersanduseabrandingstylethatappealstothem.Sendyourmessagetothemthrougheverypossiblemarketingchannel;Takeeveryopportunitytoleavethecustomerswithalastingimpression.,ReadingB,ReadingB,Text,Task1,Task2,TextB-1,SunshineFastFoodFranchisingSunshineFastFoodCo.,Ltd.drawsonmorethan30yearsofprofessionalknowledgetoprovideuniquemarketskillsandstrategiesforourfranchisees.WithaSFFfranchiseyoucanturnyourdreamintoarealityandbeyourownboss.Weprovidetraining,assistanceinsiteselection,officedesignandequipmentorderingbeforeyouopenyourrestaurantandongoingsupportonceyoureopen.Oursuccessisbasedentirelyonthesuccessofourfranchisees.Theobligationsofthefranchiseeandthecompanyareasfollows:,ReadingB,TextB-2,ReadingB,Thefranchiseeisresponsiblefor:InitialfranchisefeeFindinglocationLeaseholdimprovementsLeasingorpurchasingequipmentMarketingandadvertisingHiringemployeesandoperatingtherestaurantPayinga7%royalty,TextB-3,ReadingB,Thecompanyprovides:LocationselectionguidanceRestaurantlayoutdesignguidanceEquipmentorderingguidanceAninitialtrainingprogramAnoperationsmanualPeriodicevaluationsandongoingsupportMarketingguidanceandadvice,TextB-4,ReadingB,Toapplyforthefranchise,youshallgothroughthefollowingprocess:StepsYourActions1CompletetheRequestforInformation.2Phoneinterviewwithourrepresentativetodetermineifyouqualifytobeafranchisee.3Ifyouqualifyasaprospectivefranchisee,wewillaskyoutosubmitaRequestforConsiderationForm.4UponreceiptofyourRequestforConsiderationForm,ourFranchiseAwardCommitteeshallreviewyourapplication.Ifitisapproved,wewillsendyouourFranchiseDisclosureDocumentbyemail.,TextB-5,ReadingB,5Phoneinterviewwiththepresident.Wedemonstrateourmanagementsystemandmarketresearchprogram.6ScheduleaDiscoveryDaymeetingwithussowecanmeetandevaluateyouandyouus.7WithinfivedaysofyourDiscoveryDayvisitweshallnotifyyouourdecision.Ifourdecisionispositive,youwillenterintoaFranchiseAgreementwithusandremittoustheFranchiseFee.8WithinfourweeksoftheexecutionoftheFranchiseAgreement,youwillattendtheinitialOwnersTrainingSessionsandbeginpre-openingpreparation.,加盟阳光快餐连锁阳光快餐有限责任公司汲取三十多年的全面专业知识，旨在为我们的受许人提供独特的市场技巧和策略。加盟阳光快餐连锁，您将实现您的梦想，做自己的老板。我们向您提供开业前选址、餐馆设计及设备订购方面的培训和辅助，并在开业后提供持续的支持。我们的成功完全依赖于受许人的成功。受许人和我们公司的责任如下：,B-Trans-1,ReadingB,B-Trans-2,ReadingB,受许人负责：首次加盟费选址租赁场地装修设备租赁或采购营销和广告雇用职员和餐馆运作支付7%特许权使用费,B-Trans-3,ReadingB,公司提供：选址指导餐馆布局设计指导设备订购指导初始培训项目运营指导手册定期评估和持续辅导支持营销指导和建议,B-Trans-4,ReadingB,申请特许经营权需要经过以下流程：步骤您需要做的,填写信息采集表接受我方业务代表的电话面试，确定自己是否符合受许人资格要求。如果您符合潜在受许人资格要求，您需要提交请求考量表。特许权授予委员会一旦收到您的请求考量表就会审核您的申请。如果审核通过，您将通过电子邮件收到我们的特许经营信息披露表（简称信息披露表）,1234,B-Trans-5,ReadingB,5接受总裁的电话面试。我们会介绍我们的管理系统和市场调查程序。6安排“公开日”面谈，以便彼此见面、相互评估。7“公开日”会见后5日内，我们会通知您我们是否授予您特许经营权。如果我们决定授予，您将与我们公司签订特许经营协议，并汇寄加盟费。8协议生效后4周内，您将参加首次企业主培训会，并着手开业前准备工作。,B-Task1,Task1Decidewhetherthefollowingstatementsaretrue(T)orfalse(F)accordingtothepassage.,ReadingB,1.Thefranchiseeneedstopayaninitialfranchisefeeandanannual17%royalty.2.Thefranchisorisresponsibleforleasingofficeequipmenttothefranchisee.3.AfterreceiptoftheRequestforConsiderationFormandapprovalbytheCommittee,theprospectivefranchiseewillreceiveanFDDbyemail.4.ThefranchisefeemustbepaidbeforeaFranchiseAgreementwithSFFFranchisingissigned.,F,F,T,F,B-Task2-1,ReadingB,Task2FillintheblankswiththeactionsbelowtohelpdecideanSFFfranchiseaward.,ScheduleaDiscoveryDaymeetingReviewtheapplicationbytheCommitteeSignaFranchiseAgreementInterviewtheapplicantbyanSFFrepresentative,1.ReceiveaRequestforInformation,2._,3.IssueaRequestforConsiderationForm,Feedtheapplicantbackwith“No”,Feedtheapplicantbackwith“No”,Feedtheapplicantbackwith“No”,4._,Y,Y,Y,Y,N,N,N,B,D,B-Task2-2,ReadingB,6.Phoneinterviewwiththepresident,7._,8.Meetandevaluatetheapplicant,Feedtheapplicantbackwith“No”,Feedtheapplicantbackwith“No”,9._,5.EmailaFranchiseDisclosureDocument,Y,Y,Y,Y,N,N,C,A,Listening,Listening&Speaking,Task1,Task2,Task3,Task4,Task5,L-Task1,Task1Twocollegestudentsarediscussingtheirfavoritemobilephonebrands.Listentotheconversationandtickoffthefeaturesthathavebeenmentionedforeachbrand.,Listening&Speaking,Script,声音,L-1-Script,Task1Script,Listening&Speaking,声音,L-Task2,Listening&Speaking,Script,Task2,Mr.MarlonandMs.Diazaretalkingaboutbrandprotection.Listentotheconversationandchoosethebestanswertoeachquestionyouhear.,1.A.Registeringthecompany.B.Registeringatrademark.C.Registeringthebusinessname.2.A.Reproducehisbrandorlogo.B.Paythecopyrightprotectioncharges.C.Bringanactionagainstothertraderswhoviolatehiscopyright.3.A.Businessnamesarenotexclusive.B.Businessnamesarenoteasilyrecognizable.C.Businessnamesarenoteffective.,声音,L-2-Script,Task2Script,Listening&Speaking,声音,L-Task3,Listening&Speaking,Script,Task3Mr.DenverisdiscussingthepricingofhiscompanysproductswithMs.Jones.Listentotheconversationanddecidewhetherthefollowingstatementsaretrue(T)orfalse(F).,T,Mr.Denverbelievesthatthepriceofaproductcouldbejustifiedbyitsbrandname.2.Mr.Denverdisagreestowincustomersbyloweringprices.3.Ms.Jonessuggestedareductionof10%ofthepriceoffered.,T,F,声音,L-3-Script,Task3Script,Listening&Speaking,声音,L-Task4,Task4Ms.WhiteistalkingwiththeexporterMr.Fordaboutthepackagingforherorder.ListentotheconversationandtickoffthereasonsMs.Whiteholdsagainstusingcartons.,Listening&Speaking,Script,Cartonsaremoreexpensive.Cartonsarenotstrongenough.Cartonsarenotwaterproof.Cartonsdonotappealtotheeye.Cartonsarelight.Cartonsincreasetheriskoftheft.,声音,L-4-Script,Task4Script,Listening&Speaking,声音,L-Task5-1,Task5Listentothepassagetwiceandfillintheblankswithwhatyouhear.,Listening&Speaking,Abrandisbackedbyanintangibleagreementbetweenaconsumerandthecompanysellingtheproductsorservicesunderthebrandname.Aconsumer_basicallyagreestoselectthatbrandoverothersbasedprimarilyonthebrandsreputation.Brandshavebeenusedsinceancienttimes.Forexample,peopleburnedsingulardesignsintotheskinoftheirlivestockto_,whilepottersandsilversmithsmarkedtheirwareswithinitialsorotherpersonaltags.,whoprefersaparticularbrand,proveownership,声音,L-Task5-2,Listening&Speaking,Butitisonlysincethesecondhalfofthe19thcenturythatbrandingevolvedinto_.TheIndustrialRevolution,newcommunicationsystems,andimprovedmodesoftransportinggoodsmadeitbotheasierandmorenecessaryforcompaniesto_.Asmanufacturersgainedaccesstonationalmarkets,numerousbrandnameswerebornthatwouldachievenationalandglobalstatus.ProcterandGamble,Kraft,Heinz,Coca-Cola,Kodak,andSearswereafewoftheinitialbrandsthatwouldbecomecommonhouseholdnamesbythemid-1900s.Beforelong,_torecognizeandprotectbrandnames,andbrandingwasextendedtoservicessuchascarrepairaswellasproducts.Thusthebrandconceptmovedintotheforefrontofmodernadvertisingstrategy.,anadvancedmarketingtool,legalsystemswereestablished,advertisebrandsoverlargerregions,声音,Writing,Writing,Task1,Task2,Task3,W-Task1-1,Task1Readthefollowingleafletanddiscussthequestions.,Writing,W-Task1-2,Writing,Whatisthegoaloftheleaflet?2.Whatdoyouthinkisthesuitablesizeforthisleaflet?3.Somemessagesintheleafletaregiveninspecialprintingsizesandstyles.Pleaseidentifythemandexplain.4.Therearemanyillustrationsintheleaflet.Doyouthinktheleafletcandowithoutthem?,ThegoaloftheleafletistopromoteTheRiceBoxfastfoodserviceforChristmasparties.TheleafletshouldnotbelargerthananA4becauseifpeoplecantfititeasilyintoapocketorabag,theyllthrowitaway.Themessagessuchastheevent(ChristmasParty),themenu(CateringSpecialMenu),theprice($11PerPerson),andthephonenumber(545-9929)aregiveninalargerfontoramoreeye-catchingcolorwiththepurposetodrawreadersattentionandarousetheirinterest.No,ofcoursenot.Aleafletwithoutillustrationswillbeveryboring.,W-Task2,Task2Putthefollowingportionsintheirappropriateplacesinthehalf-finishedleaflet.,Writing,1.ToursruneveryWednesdayandSundayat9:30a.m.fromShenzhenRailwayStation.Tourdoesincludesomelightwalking.Duration:8hoursPrice:400perpersonincl.bustrip,admissiontoDisneylandandlunch.,4.HongKongDisneylandopensitsdoorstotheworldandushersinaneweraofDisneymagic.Comesharethetradition,heritageandfun!Planyourtriptoday!,1.ToursruneveryWednesdayandSundayat9:30a.m.fromShenzhenRailwayStation.Tourdoesincludesomelightwalking.Duration:8hoursPrice:400perpersonincl.bustrip,admissiontoDisneylandandlunch.,3.ContactHongYingToursOn(0755)34567890oronline:www.honging-,3.ContactHongYingToursOn(0755)34567890oronline:www.honging-,4.HongKongDisneylandopensitsdoorstotheworldandushersinaneweraofDisneymagic.Comesharethetradition,heritageandfun!Planyourtriptoday!,W-Task3,Task3Youaregoingtoopenasmallcafnearthecampus.Pleasemakealeaflettoadvertiseit.,Writing,Mini,Workingroups.Conductabrandloyaltysurveyamongtendormitoriesinyourcollegeandreportyoursurveyresultstotheclass.,Mini-project,Step1:Chooseabrandofanyserviceorproduct(toothpaste,fastfoodrestaurant,mobilephone,magazine,etc.).Step2:Designyourownbrandloyaltysurveyform.Thefollowingsamplesurveyformaboutcomputersisforyourreference.Step3:Handoutthesurveyformstotendormitoriesinyourcollege.Step4:Draftasummaryofyoursurveyresults.Thesummaryshouldanswerthefollowingquestions:Whicharethetopthreebrandsinthebrandloyaltysurvey?Whatarecustomersreasonsforpurchasingthesetopthreebrands?Step5:Reportyoursurveyresultstotheclass.,Sample,Mini-sample,Mini-project,LanguageLab,LanguageLab,Task1,Task2,Task3,Task4,Task5,LL-Task1,Task1Matchthewordsontheleftwiththeirmeaningsontheright.,LanguageLab,FDAJEGCHBI,LL-Task2-1,Task2CompletethefollowingsentenceswiththewordsfromTask1.Changetheformifnecessary.,LanguageLab,Whatisyourfavorite_ofelectronicdictionary?2.Californiahasmany_fromotherstates.3.Weneedtowrite_computerprogramsspecificallydesignedforthetask.4.Ourcompanys_istolistentoourcustomersandmakethemsatisfied.5.Weighoutallthe_beforeyoustartmakingthecake.,brand,immigrants,dedicated,philosophy,ingredients,LL-Task2-2,LanguageLab,6.Herunshissandwichchainasa_operation.7.Thenewtradefigureshavejustbeen_.8.Fromhisearliestyearsheshowed_abilityinmechanics.9.Theradioprogramhasmany_featureshighlyappreciatedbytheaudience.10.Theworkis_,buthefinisheditwithgreatsuccess.,franchise,released,exceptional,distinctive,demanding,LL-Task3,LanguageLab,1.Jack_anewideato_.2.Sincewe_intechnologylastyear,theproduction_.3.Nodetailsaboutthetalks_,sowedontknow_.4.Ifhisconclusion_facts,wehaveto_.5.Tenyearsagowehadonlyastaffoften_,butnowourcompanyis_.,Task3Completethesentenceswiththefollowingwordsorphrasesplussomewordsofyourown.,derivefromstartwithinnovatecomeupwithrelease,cameupwith,pushthesalesofthe,innovated,hasbeengreatlyincreased,havebeenreleased,whatwillhappennext,isderivedfrom,followhisadvice,tostartwith,aleaderinthefastfoodindustry,products,LL-Task4-1,Task4Rewritethefollowingsentencesafterthemodels.,Lang