商务英语U4a课件

ObjectivesYouwillbeabletoUnit4aBrandpowertalkaboutbrandsandmarketing.practicereadingforspecificinformation.practicelisteningforgistandspecificinformation.3OverviewSellingpoints卖点

Speakingwhatbrandtheywouldbuyandwhy

Listening1reasonsforbuyingproductsBrandstretching

品牌延伸

Reading1waysinwhichsupermarketsarestretchingSpeakingwhethertheywouldbuytheproductsSainsbury’sBank

塞恩斯伯里超市银行

Reading2extractsfromSainsbury’sadvertisingleafletsSpeakingadvantagesanddis-ofbuyingsth.fmoneproviderListening2&3aninterviewaboutmarketingfinancialservicesSpeakingabrieforalsummaryoftheinterview

Unit4aBrandpower5VocabularyPreparationretailfoodmarketsaturate['sætʃəreit]personalloanmortgage['mɔ:gidʒ]savingsaccountmarginboostprofitspublicity

[pʌb'lisiti]brandconsultantsestate[is'teit]agentbonus

['bəunəs]pointsloyaltyschemebrandloyaltyairmiles食品零售市场使饱和个人贷款住房按揭储蓄帐户招引公众注意、名声、宣传房地产商利差，赚头积分提高利润品牌顾问公司忠实（顾客）奖励计划品牌忠诚里程奖voucher['vautʃə]

bankingsectortargetcustomerinterestratedirectmailpublicrelationsretailerretailgroupcustomer-focusedincentive[in'sentiv]VocabularyPreparation优惠奖券银行业销售对象利率直接邮寄广告推销法公共关系销售商以顾客为中心的刺激零售集团7①Workinpairs.Lookattheproductsbelow.Whatbrandofeachproductwouldyourpartnerbuy?Why?

SpeakingSellingpointsMostPopularintheworldFindoutwhichproductsareattractingthemostattention:MobilePhonesWhat'shotinMobilePhones?MostPopularMobilePhones(2009)Cars

Top10CarsforTeensNamesIsyournameinthemostpopularChinesenames?8Whatisastrongbrand?Theaimofbrandmanagementistocreateabrandthatwillbuildthislong-termrelationship-anunshakeablebond-betweenthecompanyanditscustomers.

10ReferencetotheQuestionsabrand

代表一种文化具有很高的可信度提供良好的售后服务采用方便用户的使用设计12representsacertainculturecarrieshighcredibilityprovidesgoodafter-salesservicemakesuser-friendlydesignListening1Reasonsforbuyingproducts14②Fivepeopleexplainwhytheyboughtoneoftheproducts.Listenanddecidethemainreasonforeachquestion.1……2……3……4……5……Aafter-salesserviceBenvironmental-friendlinessCperformanceDpriceEreliabilityFreputationGstyleHuser-friendlinessGHDBEReliabilityandafter-salesserviceareallveryimportant,buttheyarenotexactlyexciting,arethey?产品的可靠性和售后服务都很重要，但这些并不完全是刺激你购买的因素，对吧？Iwantmycartosaysomethingaboutme.我想让我的车来展示我的个性。Iwantsomethingwhichlookssportyandattractsattention.我想要一辆时髦的能够引人注目的汽车。

sportya.运动赛的;气派大的;轻快的AndthenIsawthatadvertonTVwiththosenewcomputers.后来我在电视上看到了这则新型的电脑广告.注意；advertising是广告的总称，是不可数名词；advertisement是具体的广告，是可以数名词。Getontotheinternet上网Ithoughtbuyingamobilephonewouldbeeasy,butitwasn’t.我原以为买手机是很容易的事情，但事实并非如此。Listening1—keypoints…allthisstuffaboutmonthlyservicecontractsanddifferenttariffsatdifferenttimesofday.所有这些每月维修合同以及一天内不同时段的不同收费标准等玩意儿。n.关税,tariffn.关税表,价格表,收费表vt.课以关税Iworkedoutthatthebestdealformewasaone-yearall-inclusivepackage.我认为对我来说，最好的买卖就是一年全包服务。Iusedtothinkthatonerefrigeratorwasprettymuchlikeanyother。我以为各种冰箱没有什么两样。zonelayer臭氧层；CFCgases氟氯化碳气(chlorofluorocarbon的缩略词)Andit’scheaptorunaswell.保养费用便宜。run=maintainaparticularlywell-knownmakeofvideorecorder一个“品牌”特别著名的录象机Andit’sbeenbacktotheshoptwicealready。已经两次送到商店修理了。Listening—keypointsReading1Brandstretching17①ReadthenewspaperarticleaboutthelargesupermarketchainsintheU.K.Howaretheystretchingtheirbrandsintonewmarkets?

超市多样化经营thesupermarkets’diversificationSupermarketsarenowdiversifyinginto(settinguptheirownbanksinordertooffercustomers)financialservices(suchaspersonalloans,mortgagesandsavingaccounts),creditcards,own-labelclothing,mobilephones,cut-priceelectricalgoodsincludingcomputers.Andtheymayalsodiversifyintoown-labelcars,estateagentsanddentists.TextStudy18Assupermarketscontinuetodiversifyintonewmarkets,MadhurRanatungaaskswhetherthereisanythingthatsupermarketsarenotpreparedtosell.由于超市继续想多元化经营发展形成新的市场，曼德哈·雷纳塔加提出超市是否准备无所不售。asconj.引导从句表示原因

如：AsyouwerenotthereIleftamessage.因为你不在那里，我留了个信儿。diversifyv.多元化，多样化

Ourfactoryistryingtodiversifyitsrangeofproducts.我们厂正设法增加产品的品种。diversification

n.

diversificationofinvestment投资多元化

TextStudy20Parag.2Austinfirmlybelievesthatthesupermarket’sdiversificationsissettocontinue.随着这一情况的出现，奥斯汀坚信，超市向多样化经营发展的趋势必定会继续下去。besetto

很有可能，即将发生Electricitypricesaresettogoupagain.电费很有可能再次上涨。Parag.5Thetraditionalproviderssaythereisboundtocomeapointwhenthenewbankswilleventuallywanttowidenmarginsandboostprofits.传统银行的服务提供者认为，这些新开办的银行总有一天会希望扩大利差，提高利润。beboundto

肯定会，一定会Youareboundtofeelnervousaboutyourinterview.besetto不如beboundto肯定。TextStudy21Parag.5publicityn.

1.招引公众的注意，名声seek/

avoidpublicityHeattractsalotofbadpublicitywithhisspeechaboutunmarriedmothers.他关于未婚母亲的演讲招来了很多不利名声。2.招引公众注意的手段，宣传Theconcertwasagoodone,butbecauseofbadpublicity,veryfewpeoplecame.这是一场很出色的音乐会，但是因为广告做得差劲，到场的人很少。repossessv.再拿到手,取回,使取回repossess…home是指如果超市从事银行业务，向顾客提供购房贷款（homeloan）,那么它就面临着一些可能的风险；如果客户无法按时支付贷款，那么超市就有权回收客户的房屋，并把它出售，以补偿损失。因为在这种情况下，房屋是一种贷款的抵押品，它的所有权是属于超市的，因此，当出现不良贷款时，超市就有权收回该客户的房屋。Reading1Brandstretching23②Readthearticleagainandanswerthequestions.3.Whataretherisksinvolvedwithbrandstretching?4.Howdothelargesupermarketchainsencouragebrandloyalty?Theremaycomeapointwhenproviderswillwanttoraiseprices.Thebadpublicitycouldhurtthebrand.Anynegativeaction,(e.g.

repossession)againstcustomerswhoarealsosupermarketcustomerscouldalsodamagethebrand.Theyofferloyaltyschemes,givingbonuspointswhichcanbetradedforairmilesorcashdiscounts.

Brandstretching24③Imagineyourlocalsupermarketoffereditsownbrandoftheproductsandservicesmentionedinthearticle.Wouldyoubuythem?Why?/Whynot?112张优惠奖励可获打八五折的包价旅游；2凭2张奖券在英国旅馆休假可享受半价；凭2张奖券可以在UCI连锁影城享受二次免费电影

12张奖券可以获得从伦敦到巴黎的免费机票Reading2Sainsbury’sBank26①Enjoyinganextralarge

20%introductoryno-claims

discountSTARTINGTODAY

在这个广告片段中的关键词是no-claimdiscount(也可以写成no-claimsbonus)“无索赔奖金”，指的是“保险人因前一年未向保险公司要求赔偿而享有的保险金优惠”anamountsubtractedfromthemoneypaidtoaninsurancecompany,becausenoclaimshavebeenmadeforaparticularperiod.这显然与保险业务有关，因此，这个广告是关于homeinsurance房屋保险的。

Reading2Sainsbury’sBank27②MoneyavailableWITHINDAYS.

这则广告中的关键词是withindays带有很明确的指示性信息：如果是信用卡或储蓄，均可以即时获得现金而不用等待几天，只有个人信贷personalloan要在办理后等待几天，才能获得现金。所以，这个广告是有关personalloan个人贷款的。

Reading2Sainsbury’sBank28③Welcomedatover14millionoutletsAROUNDTHEWORLD

这则广告中的关键词是outletsaroundtheworld.其中，outlet是“专卖店”，“分销店”的意思，是大公司，大企业所属的专门销售自己产品的连锁店(ashopthatisoneofmanyownedbyaparticularcompanyandthatsellsgoodswhichthecompanyhasproduced).比如，afast-foodoutlet一家快餐连锁店。广告中所说的业务覆盖全世界，在各地均有专门的营业部，显然是指信用卡业务，因此，这个广告是有关信用卡的。

Reading2Sainsbury’sBank30⑤WhereelsewillyoufindINSTANTACCESStoyourmoneyandNOFEES?

⑥PlusadditionalRewardPointsWHEREEVERyouuseit在这个广告中带有明确指示性信息的词是instantaccesstoyourmoneyandnofees.客户在银行的储蓄可以随时取出，银行也不收取费用，这个广告是关于savingaccounts，储蓄帐户的。这个广告的关键词是rewardpoints。银行为了吸引更多的客户，经常在提供信用卡服务的时候，向顾客奖励积分rewardpoints,因此，这个广告是和信用卡服务有关的。Reading2Sainsbury’sBank31⑦Flexible

cover,

competitivelypriced

这个广告中的关键词是cover，意思为“给…上保险”，比如：getthehousecovered

againstfire给房子买火险。这显然是指保险业务，因此，这个广告是有关homeinsurance

房屋保险的。Key:

AhomeinsuranceBmortgageCpersonalloanDsavingsaccountEVISAcreditcard①⑦④②⑤③⑥32Sainsbury’sBank②Whatwouldbetheadvantagesanddisadvantagesofbuyingallofthesefinancialproductsfromthesameprovider?Advantagesconvenience/convenientgetdiscountthroughloyaltyvouchershavetrustinthereliabilityofthebrandnamehaveconfidenceinthegoodqualitygoodserviceDisadvantagesnotnecessarilythebestdealineverycaseover-relianceononecompanyifanythinggoeswrongAdvicesdonotputallyoureggsintoonebasket(不要把所有的鸡蛋都放在同一只篮子里)reducetherisk减少风险Listening2Aninterview33③DavidNoble,DirectorofMarketingatSainsbury’sBank,talksaboutthemarketingofSainsbury’sfinancialservices.Listenandanswerthequestions.

1.Whoisthetargetcustomer?2.WhatmarketingmethodsdoesSainsbury’sbankuse?3.HowhasSainsbury’sBankattractedcustomers?TheSainsbury’scustomerThevastmajorityofadvertisingisin-storeorthroughdirectmail.Theyalsousepublicrelationsasamarkettool.Byofferingvalueformoneyandexcellentcustomerservicestandards.RewardPointshavealsobeenabigattraction.Listening2Aninterview344.WhatadvantageshasSainsbury’sBankovertraditionalbanks?5.WhydoesDavidNoblethinkitissafetostretchtheSainsbury’sbrand?6.HowhastheSainsbury’sbranddeveloped?AsSainsbury’sBankisatelephoneoperation,itdoesn’thavethehighoverheadsofabranchnetworkandsocanofferbetterrates.Sainsbury’sexperienceinretailingalsomeansitcanuseitscustomer-focusedmentality.BecauseofSainsbury’sstrengthincustomerservice.Itstartedasadairyin1869andhasgrownintoamajorretailgroupwithover800stores.Itisstilldeveloping.So,thevastmajorityofmarketingiseitherin-storeorthroughdirectmail.绝大部分营销是商店里边进行的。或者通过向顾客直接寄邮件的方式来完成。We’veboughtverylittleadvertisingspace,butwedoalsousepublicrelationsasamarketingtool.我们购买的广告版面很少，但是我们也把公共关系作为营销的手段。AndhowdoesanewbanklikeSainsbury’ssucceedinattractingpeopleawayfromtheHighStreetBanks?塞恩斯伯里开办的银行是怎样把人们从传统的银行中吸引过来的？这里的HighStreet是英国英语，指市镇商业区的大街。Quitesimplebyofferingvalueformoneyandexcellentcustomerservicestandards.很简单，通过提高资金效益以及提供优质的客户服务方法。这里的valueformoney是指物有所值的程度。Listening2KeypointsOurkeyoperationadvantageisthat,asatelephone-onlyoperation,Sainsbury’sbankdoesn’thavethehighover-headsthatabranchnetworkdoes.我们的运作优势是：作为只通过电话运作的业务，塞恩斯伯里银行没有一般银行网点所要支付的管理费用。

overheads指企业的日常开支，包括工资，租金，设备，内部装饰以及缴税等的花销，费用。…Sainsbury’sexperienceinretailingmeansthatitsbankcanapplyaretailer’scustomer-focusedmentalitytothefinancialservicessector.塞恩斯伯里在零售业的经验意味着它所属的银行能把零