体验商务英语3PPT第二版Unit1Brands.ppt

Quotation,Trulygreatbrandsaremorethanjustlabelsforproducts.,SirAnthonyJosephFrancisOReillyisanIrishbusinessmanandformerinternationalrugbyunionplayer.HeisknownasformerCEOandChairmanoftheH.J.HeinzCompany.PerhapsIrelandsfirstbillionaire,heremainsoneofIrelandsrichestcitizens.HeispopularlyknownwithinIrelandasTonyOReilly.,A,Listsomeofyourfavoritebrandsstylishandhaveagooddesign.Peoplebuybrandedproductsbecausetheywanttoshowotherstheyhavestyleandgoodtaste.,Peoplebuybrandedproductsanditssoboring.Thepricesofbrandedproductsareinflated.Thelogo,nameandpackagingarenotworththemoney.Youcantalwaysbuythegenuineproducts.,A,Matchthesewordpartnershipstotheirmeanings.,1loyalty2image3stretching4awareness5name,thenamegiventoaproductbythecompanythatmakesitusinganexistingnameonanothertypeofproducttheideasandbeliefspeoplehaveaboutabrandthetendencytoalwaysbuyaparticularbrandhowfamiliarpeoplearewithabrand,BRAND,6launch7lifecycle8range9placement10endorsement,f)thesetofproductsmadebyacompanyg)theuseofawell-knownpersontoadvertiseproductsh)whenproductsareusedinfilmsorTVprogramsi)theintroductionofaproducttothemarketj)thelengthoftimepeoplecontinuetobuyaproduct,PRODUCT,B,CompletethesesentenceswithwordpartnershipsfromExerciseA.,BRAND1ThecreationofVirginCola,VirginAir,VirginRailandVirginBrideisanexampleof_.2ConsumerswhoalwaysbuyLeviswhentheyneedanewpairofjeansareshowing_.3Notenoughpeoplerecognizeourlogo;weneedtospendalotmoreonraising_.,brandstretching,PRODUCT1DavidBeckhamadvertisingVodafoneisanexampleof_.2A_consistsofintroduction,growth,maturityanddecline.3TheuseofBMWcarsandNokiaphonesinJamesbondfilmsareexamplesof_.,brandloyalty,brandawareness,productendorsement,productlifecycle,productplacement,A,SandraGreavesisaconsultantatWolff-Olins,aleadinginternationalbrandconsultancybasedinLondon.Shetalksaboutwhyweneedbrands.Listenandcompletetheseextracts.,Brandsareallabout_.Youknowwhatabrandis_,whatit_,whatitsgoingto_.Youactuallytrustitto_again.Onethingaboutbrandsistheyaddalotof_and_and_,aswellasgivingyouthepowerto_things.,trust,about,means,deliver,deliver,time,time,and,color,enjoyment,fun,choose,B,ListentothesecondpartoftheinterviewandtickthepointsbelowwhichSandramakes.,Peopleareveryloyaltosuccessfulbrands.Evensuccessfulbrandsareseenasjustaproductoraservice.Applewaspopularbecauseitwasntabigcorporation.ApplecustomersfeltthattheMacwasaneasyproducttouse.,C,ListentotheexampleSandragivesofhowWolff-Olinshelpedacompanywithitsbrandingandaswerthesequestions.,Whatwasthecompany?Whatisitsbusinesssector?Whatadvicedidtheyreceive?,Orange,Mobilephones,NottocalltheserviceMicrotel,buttocreatesomethingcompletelynew,basedontheideaofoptimism.,A,Whydosomecompaniesmakeluxuryproductsabroadratherthanathome?,B,Readthearticleandanswerthesequestions.,1Whichbrandsarementioned?Whichcountryiseachofthemfrom?,CoachUSA,BurberryUK,GucciItaly,Prada-Italy,2Whichcompaniesmakealloftheirproductsintheirowncountry?,Gucci:SergeWeinbergofPPRsaysitwillnotmoveGuccisproductionoffshore.(line52),C,Whichofthefollowingstatementsaretrue?,CoachonlongerhasfactoryinPuertoRico.Coach,likemanyothercompanies,isoutsourcingitsproductstoreducecosts.SomeJapanesepeoplechoosetobuyBurberryproductsmadeinEuroperatherthaninJapan.SanyosstoreinTokyosellsBurberryproductsmadeonlyinAsia.AccordingtoDomenicoDeSole,thebestluxuryproductsaremadeinJapan.Gucciisplanningtooutsourcesomeofitsproducts.PatrizioBertellibelievesthatluxuryfashionproductsshouldalwaysbemadeinEurope.AmitavaChattopadhyaysaysthatcompaniesneedtopaycarefulattentiontowheretheymanufacturetheirproducts.,true,true,true,false,false,false,false,true,D,Choosethebestsummaryofthearticle.,Mostmanufacturersofluxurybrandsdonotwishtoproducetheirgoodsinlow-costcountriesbecausetheybelievethatitwilldamagetheirbrandimage.Mostmanufacturersoftopbrandsnowproducetheirgoodsinlow-costcountries.Consumersnolongercareaboutwheretheproductsaremanufactured.AsianconsumersthinkthatEuropeanluxurygoodsareofhighquality.ThecurrenttrendofmakingsuchgoodsinAsiacoulddamagethereputationoftheseluxurybrands.,Thepresentsimpleandthepresentcontinuoushaveseveraluses.,Weusethepresentsimpletogivefactualinformation,forexampleaboutcompanyactivities.,Manyluxurybrandsmaketheirproductsinlow-costmarketsabroadratherthanathome.BurberryhasmanyAsianlicensingarrangements.Coach,theUSleathergoodsmaker,outsourcesallitsproductstolowerthecosts.,Weusethepresentsimpletotalkaboutroutineactivitiesorhabits.,Mr.Hensonalwaysarrivesattheofficeat8:30.TheyusuallygooutonSundays.Isometimesgoexercisinginthefitnesscenterafterwork.,Weusethepresentcontinuoustotalkaboutongoingsituationsandprojects.,ManyEuropeanfashionlabelsareeitheralreadymanufacturinginAsiaorthinkingaboutit.Coach,likemanyothercompanies,isoutsourcingitsproductstoreducecosts.Scientistsaretryingtoworkoutnewwaystoprotecttheenvironment.,Weusethepresentcontinuoustotalkabouttemporarysituations.,Iamteachinganadultclassthisweekend.SheisworkinginMcDonaldduringthesummerholiday.Heislivingwithhisunclenow.Thefactoryisworkingroundtheclocktomeettherisingdemand.,A,Whichofthetimeexpressionsareusuallyusedwiththepresentsimple?Whichareoftenusedwiththepresentcontinuous?Whichareusedwithboth?,usuallythisyeareverydaynowoftennowadaysonceamonthcurrentlyatthemomentthesedays,(PS),(PC),(PS),(PC),(PS),(PC),(PS),(PChenceJCBcanalsomeanabackhoedigger/excavatorinBritainandEurope.,JCB,Questions,WheredoesthenameJCBcomefrom?WhatwassurprisingaboutJCBscustomerresearch?WhatsortofproductsdoyouthinkJCBdevelopedasaresultofitsresearch?Canyouthinkofasimilarexampleofbrand-stretchinginyourcountry?,Itcomesfromthenameofitsfounder.,Adultsandchildrenhadverydifferentimagesofthecompany.AdultssawthebrandasbeingveryBritish,withanimageofqualityandbeingfunctional.Children,ontheotherhand,sawthebrandasbig,muddyandfun.,A,Listentotheconversationandanswerthequestions.,1WhydothemarketingexecutivesatMarvelPlcwanttolicensetheirLucFontaineproductrange?,Becausetheywanttoincreasetheirrevenue.,2WhatadvantagesdoesSusanLioffertoMarvel?,Sheswell-knowninAsiaandhasanexcellentreputationintheindustry.Shesgotamodernfactoryandalargecustomerbase,andisgoodatmarketingandhard-working.,3AccordingtoBarbara,whatisthedisadvantageofofferingalicensetoSusanLi?,Allherproductssellatthelowerendofthemarket.Theyreinthecheaperpriceranges.ButtheLucFontainerangeisexclusivesoitisnotagoodmatchforwhatshesselling.,4WhatsuggestionsdoesBarbaramaketohercolleagues?,ShesuggeststheycontactHiroshiTakahashiinNagoya.Hehasahealth-carecompanythatisdoingreallywell.Hemakesvariousskinproductsandsellsthemunderwell-knownEuropeanlabels.,B,MarciaAlain,how.aboutthis?Isshetherightpersonforus?AlainDefinitely.Inmyopinion,shesideal.MarciaRight.Valerie,what.?ValerieI.becauseshesverygoodatmarketing.Ivemetherseveraltimes.MarciaBarbara,youreshakingyourhead.?BarbaraIm.agree.Idontthinkshessuitableatall.MarciaSowhatdoyousuggestthen?Barbara.findsomeoneelse.Idohavesomeoneinmind.BarbaraInmyopinion,hiscompanyhasalottooffer.meethimandseeifhesinterested?,Listenagainandcompletetheextracts.,doyoufeel,doyouthink,agree,Whatsyour,opinion,afraidIcant,Ithinkweshould,Why,dontwe,C,WhichofthephrasesinExerciseBare:,1askingforopinions?3agreeingordisagreeing?2givingopinions?4makingsuggestions?,D,Roleplaythissituation.,Jonson,alargedepartmentstoreinChicago,USA,islosingmoney.Itsmainproductareasarefood,clothingandhouseholdfurniture.Seventypercentofitsrevenuecomesfromclothing,twenty-twopercentfromfoodandeightpercentfromfurniture.Threedirectorsofthecompanymeettodiscussthecompanysproblemsandhowtosolvethem.,StudentA:turntopage141StudentB:turntopage147StudentC:turntopage149,1,2,4,3,3,5,6,7,CASESTUDY,Caferoma,Background,PanEuropeanFood&DrinkCompany,Coffee,Caferoma,Exclusive,Italian-style,groundcoffeeforgourmets,Strongflavor,slightlybittertaste,High,Turin,Italy,CASESTUDY,Caferoma,Problems,ItsshareoftheEuropeanqualitygroundcoffeemarkethasdeclinedbyalmost25%.,Brandloyalty:Peoplepreferlower-pricedcoffeeproducts.Price:Similarproductsareofferedatmuchlowerprices.Copycatproducts:OtherbrandsofItalian-style