体验商务英语第二UnitBrands

1、Quotation Truly great brands are more than Truly great brands are more than just labels for products.just labels for products. Sir Anthony Joseph Francis OReilly is an Irish businessman and former international rugby union player. He is known as former CEO and Chairman of the H.J. Heinz Company. Per

2、haps Irelands first billionaire, he remains one of Irelands richest citizens. He is popularly known within Ireland as Tony OReilly. Starting up A List some of your favorite brands stylish and have a good design. People buy branded products because they want to show others they have style and good ta

3、ste. People buy branded products and its so boring. The prices of branded products are inflated. The logo, name and packaging are not worth the money. You cant always buy the genuine products. Vocabulary Brand management A Match these word partnerships to their meanings. 1 loyalty 2 image 3 stretchi

4、ng 4 awareness 5 name a) the name given to a product by the company that makes it b) using an existing name on another type of product c) the ideas and beliefs people have about a brand d) the tendency to always buy a particular brand e) how familiar people are with a brand BRAND Vocabulary Brand ma

5、nagement 6 launch 7 lifecycle 8 range 9 placement 10 endorsement f) the set of products made by a company g) the use of a well-known person to advertise products h) when products are used in films or TV programs i) the introduction of a product to the market j) the length of time people continue to

6、buy a product PRODUCT Vocabulary Brand management B Complete these sentences with word partnerships from Exercise A. BRAND 1 The creation of Virgin Cola, Virgin Air, Virgin Rail and Virgin Bride is an example of _. 2 Consumers who always buy Levis when they need a new pair of jeans are showing _. 3

7、Not enough people recognize our logo; we need to spend a lot more on raising _. brand stretching PRODUCT 1 David Beckham advertising Vodafone is an example of _. 2 A _ consists of introduction, growth, maturity and decline. 3 The use of BMW cars and Nokia phones in James bond films are examples of _

8、. brand loyalty brand awareness product endorsement product lifecycle product placement Listening Why brands matter? A Sandra Greaves is a consultant at Wolff-Olins, a leading international brand consultancy based in London. She talks about why we need brands. Listen and complete these extracts. 1 B

9、rands are all about _. 2 You know what a brand is _, what it _, what its going to _. 3 You actually trust it to _ _ _ _ again. 4 One thing about brands is they add a lot of _ and _ and _, as well as giving you the power to _ things. trust aboutmeans deliver delivertimetimeand color enjoymentfun choo

10、se Listening Why brands matter? B Listen to the second part of the interview and tick the points below which Sandra makes. 1 People are very loyal to successful brands. 2 Even successful brands are seen as just a product or a service. 3 Apple was popular because it wasnt a big corporation. 4 Apple c

11、ustomers felt that the Mac was an easy product to use. Listening Why brands matter? C Listen to the example Sandra gives of how Wolff-Olins helped a company with its branding and aswer these questions. 1 What was the company? 2 What is its business sector? 3 What advice did they receive? Orange Mobi

12、le phones Not to call the service Microtel, but to create something completely new, based on the idea of optimism. Reading Outsourcing production A Why do some companies make luxury products abroad rather than at home? BRead the article and answer these questions. 1 Which brands are mentioned? Which

13、 country is each of them from? Coach USA, Burberry UK, Gucci Italy, Prada - Italy 2 Which companies make all of their products in their own country? Gucci: Serge Weinberg of PPR says it will not move Guccis production offshore. (line 52) Reading Outsourcing production CWhich of the following stateme

14、nts are true? 1 Coach on longer has factory in Puerto Rico. 2 Coach, like many other companies, is outsourcing its products to reduce costs. 3 Some Japanese people choose to buy Burberry products made in Europe rather than in Japan. 4 Sanyos store in Tokyo sells Burberry products made only in Asia.

15、5 According to Domenico De Sole, the best luxury products are made in Japan. 6 Gucci is planning to outsource some of its products. 7 Patrizio Bertelli believes that luxury fashion products should always be made in Europe. 8 Amitava Chattopadhyay says that companies need to pay careful attention to

16、where they manufacture their products. true true true false false false false true Reading Outsourcing production D Choose the best summary of the article. a) Most manufacturers of luxury brands do not wish to produce their goods in low- cost countries because they believe that it will damage their

17、brand image. b)Most manufacturers of top brands now produce their goods in low-cost countries. Consumers no longer care about where the products are manufactured. c) Asian consumers think that European luxury goods are of high quality. The current trend of making such goods in Asia could damage the

18、reputation of these luxury brands. Language review Present simple hence JCB can also mean a backhoe digger/excavator in Britain and Europe. JCB Discussion Two promotions QuestionsQuestions 1 Where does the name JCB come from? 2 What was surprising about JCBs customer research? 3 What sort of product

19、s do you think JCB developed as a result of its research? 4 Can you think of a similar example of brand-stretching in your country? It comes from the name of its founder. Adults and children had very different images of the company. Adults saw the brand as being very British, with an image of qualit

20、y and being functional. Children, on the other hand, saw the brand as big, muddy and fun. Skills Taking part in meetings A Listen to the conversation and answer the questions. 1 Why do the marketing executives at Marvel Plc want to license their Luc Fontaine product range? Because they want to incre

21、ase their revenue. 2 What advantages does Susan Li offer to Marvel? Shes well-known in Asia and has an excellent reputation in the industry. Shes got a modern factory and a large customer base, and is good at marketing and hard-working. 3 According to Barbara, what is the disadvantage of offering a

22、license to Susan Li? All her products sell at the lower end of the market. Theyre in the cheaper price ranges. But the Luc Fontaine range is exclusive so it is not a good match for what shes selling. 4 What suggestions does Barbara make to her colleagues? She suggests they contact Hiroshi Takahashi

23、in Nagoya. He has a health-care company that is doing really well. He makes various skin products and sells them under well- known European labels. Skills Taking part in meetings B Marcia Alain, how . about this? Is she the right person for us? Alain Definitely. In my opinion, shes ideal. Marcia Rig

24、ht. Valerie, what .? Valerie I . because shes very good at marketing. Ive met her several times. Marcia Barbara, youre shaking your head. . .? Barbara Im . agree. I dont think shes suitable at all. Marcia So what do you suggest then? Barbara . find someone else. I do have someone in mind. Barbara In

25、 my opinion, his company has a lot to offer. . meet him and see if hes interested? Listen again and complete the extracts. do you feel do you think agree Whats your opinion afraid I cant I think we should Why dont we Skills Taking part in meetings CWhich of the phrases in Exercise B are: 1 asking fo

26、r opinions? 3 agreeing or disagreeing? 2 giving opinions? 4 making suggestions? D Role play this situation. Jonson, a large department store in Chicago, USA, is losing money. Its main product areas are food, clothing and household furniture. Seventy percent of its revenue comes from clothing, twenty

27、-two percent from food and eight percent from furniture. Three directors of the company meet to discuss the companys problems and how to solve them. Student A: turn to page 141 Student B: turn to page 147 Student C: turn to page 149 1, 2, 4 3 3, 5 6, 7 CASE STUDY Caferoma Background Company Product

28、Brand Image Features Price Headquarters Pan European Food & Drink Company Coffee Caferoma Exclusive, Italian-style, ground coffee for gourmets Strong flavor, slightly bitter taste High Turin, Italy CASE STUDY Caferoma Problems Problem Reasons Its share of the European quality ground coffee market ha

29、s declined by almost 25%. Brand loyalty: People prefer lower-priced coffee products. Price: Similar products are offered at much lower prices. Copycat products: Other brands of Italian-style ground coffee are 30 40% cheaper. Brand image: Caferoma is out of date. Too expensive & out of dateToo expens

30、ive & out of date CASE STUDY Caferoma Possible solutions Repositioning the product Pricing Advertising Multiple brands Own-label products New products Brand stretching Change the target market lower the price by 20 30% Launch a new advertising campaign Sell Caferoma under different brand names at lo

31、wer prices Sell Caferoma under supermarkets own labels Make instant or decaf coffee products under Caferoma brand Allow coffee equipment manufacturers to use the brand on their products CASE STUDY Caferoma Claudia, Caferomas Marketing Manager, has some recent news from one of Caferomas biggest custo

32、mers, Majestic Hotels, a major European hotel chain. She discusses the news with Caferomas Sales Director, Pietro. Listen to their conversation. How does this new information affect your decisions? CASE STUDY Caferoma Task You are members of PEFDs European marketing team. Hold an informal meeting to

33、 discuss Caferomas problems. Decide what actions are necessary to stop the decline in the products market share and to increase profits. Unit 1 Brands A Match these word partnerships to their meanings. 1 loyalty 2 image 3 stretching 4 awareness 5 name a) the name given to a product by the company th

34、at makes it b) using an existing name on another type of product c) the ideas and beliefs people have about a brand d) the tendency to always buy a particular brand e) how familiar people are with a brand BRAND Unit 1 Brands B Listen to the second part of the interview and tick the points below whic

35、h Sandra makes. 1 People are very loyal to successful brands. 2 Even successful brands are seen as just a product or a service. 3 Apple was popular because it wasnt a big corporation. 4 Apple customers felt that the Mac was an easy product to use. Unit 1 Brands C Listen to the example Sandra gives o

36、f how Wolff-Olins helped a company with its branding and aswer these questions. 1 What was the company? 2 What is its business sector? 3 What advice did they receive? Orange Mobile phones Not to call the service Microtel, but to create something completely new, based on the idea of optimism. Unit 1

37、Brands D Choose the best summary of the article. a) Most manufacturers of luxury brands do not wish to produce their goods in low- cost countries because they believe that it will damage their brand image. b)Most manufacturers of top brands now produce their goods in low-cost countries. Consumers no