体验商务英语综合教程3Unit2Brands复习进程

第一页，共50页。marketingWhatisMarketing:brands&advertisingMarketingorientation:identificationandsatisfactionofcustomerneed.Customer-orientedBrandmanagerorproductmanager:promotecompany’sproductsProductteam:aroundindividualproductsFeedback第二页，共50页。Howtomarket:

Marketingmix:Classicfourps第三页，共50页。1.product:productrange/top-end/upmarket/mid-range/down-market/entry-levelproduct/newproductlaunched2.place:customergrouporsegment/howproductspositioned/rivals3.price:profitmargin/discount/pricewar4.Promotion:outlet/distributionchannel/第四页，共50页。Wholesaler/distributor/retailerSalesforce/advertising/directmail/packagingThesequestionsrelatetoconsumermarketing.Theyalsoneedtobeadaptedtoothercompanies,productsandservices.第五页，共50页。QuotationThemostdistinctiveskillofprofessionalmarketersistheirabilitytocreate,maintain,protectandenhancebrandsPhilipKotlerwasselectedin2001asthe#4majormanagementgurubytheFinancialTimes(behindJackWelch,BillGates,andPeterDrucker,)andhasbeenhailedbytheManagementCentreEuropeas"theworld'sforemostexpertonthestrategicpracticeofmarketing."In2008,theWallStreetJournallistedhimasthe6thmostinfluentialpersononbusinessthinking.第六页，共50页。AListsomeofyourfavoritebrands&answerthesequestions.1.Aretheyinternationalornationalbrands?2.Whatimageandqualitiesdoeseachonehave?3.Whydoyouchosethatparticularbrands?4.Dotheproductshaveanythingincommon?(Aretheyallhigh-priced?)5.Howloyalareyoutothebrandsyouhavechosen?第七页，共50页。BWhataretheadvantagesofbrandedgoodsfor:-Owninstantlyrecognisableproducts,-Associatespecificqualitieswiththebrand(valueformoney,safety)-Launchrelatedproductsunderthesamebrand,-Gaingreatercustomerloyalty-Makeshoppingaloteasier-Buyreliableproducts,-Highprestigebrandsenhanceone'sstatusa)themanufacturer?b)theconsumer?第八页，共50页。CArecentsurveynamedthebrandsbelowastheworld’stopten.Whichdoyouthinkisnumberone?Ranktheothersinorder.12345678910Checkyouransweronpage156.Areyousurprised?第九页，共50页。第十页，共50页。1Google$66.4billion2GeneralElectric$61.9billion3Microsoft$55billion4Coca-Cola$44.1billion5ChinaMobile$41.2billion6Marlboro$39.2billion7Wal-Mart$36.9billion8Citigroup$33.7billion9IBM$33.6billion10ToyotaMotor$33.4billionGoogleranked“mostpowerfulbrand”in2007第十一页，共50页。BRANDluxuryclassicawarenessimagestretchingloyaltyleadermanagerWordpartnershipswiththeword‘brand’第十二页，共50页。ALookattheeightwordpartnershipswiththewordbrand.Matchthemtotheirdefinitions.1Abrandassociatedwithexpensive,highqualityproducts2Thepersonresponsibleforplanningandmanagingabrandedproduct3Thebrandwiththelargestmarketshare4Afamousbrandwithalonghistory5Theideasandbeliefswhichconsumershaveaboutabrand6Thetendencyofacustomertocontinuebuyingaparticularproduct7Usingasuccessfulbrandnametolaunchaproductinanewcategory8Theknowledgewhichconsumershaveofabrandluxurybrandclassicbrandbrandawarenessbrandimagebrandstretchingbrandloyaltybrandleaderbrandmanager第十三页，共50页。BCompletethesesentenceswithwordpartnershipsfromthelist.1Levis,whichhasbeenestablishedforover100yearsandisworld-famous,isa_____________.2Theaimoftheadvertisingcampaignistoenhance_____________sothatconsumersbecomemorefamiliarwithourcoffeeproducts.3Volvo’s________isthatofawell-engineered,upmarket,safecar.4Suchardisa_______ofSwisschocolate.brandmanagerluxurybrandclassicbrandbrandawarenessbrandimagebrandstretchingbrandloyaltybrandleader第十四页，共50页。1ThemovebyYamaha(originallyaJapanesemanufacturerofmotorbikes)intobrandedhi-fiequipment,pianosandsportsequipmentisagoodexampleof___________________.2TocreategoodwillandtrustwithitsvaluedChineseconsumers,Nestleshouldworkhardtore-establishits_____________throughofferingqualityproducts.3CanonUSAannouncedthattheCompanyisthenumber-one_______________intheoverallcopiermarket.4Asa__________________,Johnwilltakefullresponsibilityofsettingthedirectionforthebrand’spositioninthemarketCCompletethesesentenceswiththeremainingfourwordpartnerships.brandstretchingbrandimagebrandleaderbrandmanager第十五页，共50页。ALynneFielding,amarketingspecialist,istalkingaboutbranding.Cpetitorsmoneynamedifferentiatesynergyquality“Whatisbrandingandwhydoweneedbrands?”‘Abrandcanbea_______’,atermorasymbol.Itisusedto______________aproductfrom_____________products.Thebrandsguaranteeacertain__________level.Brandsshouldaddvaluetoproducts.Itisa________effectwherebyoneplusoneequalsthree.Butcustomersmustbelievetheygetextravaluefor_________.第十六页，共50页。BackgroundinformationArielMotorcycleswasaBritishmotorcyclemanufacturerbasedinBournbrook,Birmingham.ItwasoneoftheleadinginnovatorsinBritishmotorcycling,andwaspartoftheArielmarque.ThecompanywassoldtoBSAin1944andthenamewasdiscontinuedin1970.Thecompanynamewasreusedin1999fortheformationofArielLtd,asportscarproducer.Häagen-DazsisanAmericanbrandoficecream,establishedbyPolishimmigrantsReubenandRoseMattusintheBronx,NewYorkin1961.Startingwithonlythreeflavors:vanilla,chocolate,andcoffee,thecompanyopeneditsfirstretailstoreinBrooklynNYin1976andthenofferedfranchisesthroughouttheUnitedStatesand54othercountriesaroundtheworld.

第十七页，共50页。BackgroundinformationDirectLineGroupisaBritishinsurancecompany.Itwasfoundedin1985withasimpleideainmind--sellingcarinsuranceoverthephone.ItistheUK'sleadingprivateautomobileinsurer,andithasmorethan5millioncustomersacrossitslinesofbusiness.Company’sbusinessincludeshome,pet,travel,andlifeinsurance.Otherproductsandservicesincludehomemortgages,loans,savings,onlinecarbuying,andcarbreakdownservice.DirectLinealsohasservicesinGermany,Italy,andSpain.MarlboroisabrandofcigarettemadebyPhilipMorrisUSAwithintheUS,andbyPhilipMorrisInternationaloutsidetheUS.ItisfamousforitsbillboardadvertisementsandmagazineadsoftheMarlboroMan.第十八页，共50页。BackgroundinformationH.J.HeinzCompany,commonlyknownasHeinz,famousforits"57Varieties"slogananditsketchup,isanAmericanfoodcompanywithitsworldheadquartersinPittsburgh,Pennsylvania.VirginGroupLtdisabrandedventurecapitalorganizationfoundedbyBritishbusinesstycoonSirRichardBranson.Thecorebusinessareasaretravel,entertainmentandlifestyle,amongothers.Virgin'sbusinessandtradingactivitiesdatetothe1970s.ThenetworthofVirginGroupLTDasofSeptember2008is£5,010,000,000.Marks&SpencerisamajorBritishretailer,withover840storesinmorethan30countriesaroundtheworld,over600domesticand285international.ItisthelargestclothingretailerintheUnitedKingdom,aswellasbeingafoodretailer,andasof2008,the43rdlargestretailerintheworld.第十九页，共50页。BListentothesecondpartoftheinterviewandcompletethechart.BRANDSStand-aloneor____________brands________________________________________________________________________Corporateor________brands________________________________________________individualfamilyArielHeinzHaaganDazVirginDirectLineInsuranceMarks&SpencerMarlboroLevi’s第二十页，共50页。CListentothelastpartandcompletethesummarybelow.1Customerswant:a)……………..b)……………c)………2Customersliketo:a)relyonthe……guaranteedbythecompany.b)………..productsc)……………..withbrands.newbrandschoicedifferentproductsqualitylevelstrustidentify第二十一页，共50页。ADiscussthesequestionsbeforeyoureadthearticle.1Doyouownaproductwhichisanillegalcopyofawell-knownbrand?Ifso,whatisit?Wheredidyoubuyit?Howmuchdiditcost?2Howcanmanufacturersprotecttheirbrandsfrompiracy?第二十二页，共50页。1globaloffensive2counterfeiter3copyrightabuse4anetwork5merchandise6corporatestrategy7logo8licensingrights9ripoff10restructureplansofacompanytoachieveitsobjectivesagreementswhichallowacompanytomakeandsellaregisteredproductlocallytakingstrongactionallovertheworldapersonwhocopiesgoodsinordertotrickpeoplecopysomeoneelse’swork,forexampletheirdesigns,withoutpermissionalargenumberofpeopleororganizationworkingtogetherasasystemgoodsforsalechangethewaysomethingisorganizedthesymbolofacompanyorotherorganizationsellillegalcopiesofabrandasiftheyaretherealthingBMatchthewordsandphraseswiththedefinitions.第二十三页，共50页。1.SouthAfricaispartofthe_______________againsttheillicittradeandsmugglingofcounterfeitgoods.2.Itdoesshowthatamonopolyresultsinconsumerspayingaridiculouslyhighpriceforthe___________.3.Russiahasrecentlytoughenedmeasuresagainst_______________andcounterfeitingandimprovedprotectionandenforcementofintellectualpropertyrights.4.Chrontel(成形芯片(xīnpiàn)制造公司)hasover100employeesatourmainheadquartersandaglobal_________ofsalesoffices.5.Followingthetrailofa_____________,theFedsshowupinSantaBarbarawiththeirownversionofLassiterandShawn.globaloffensivemerchandisecopyrightabusenetworkcounterfeiterSupplementaryexercise第二十四页，共50页。restructurelicensingrightscorporatestrategieslogoripoffSupplementaryexercise1Akeyobjectiveofthe___________istominimizeacademicandorganizationalboundariestoencouragegrowthinnewresearchareas.2Weshouldtakemeasurestoprotect_____________ofmusicinvideogames.3Our___________________arecreatingafamily-likeatmosphereandencouragingemployeestosetgoals.4The_______ofourcompanyisdesignedbyaworld-knownfashiondesigner.5Whydoesn’ttheDonoxCompanyeverthinkupanyoriginalideas?Alltheyeverdoisto_______theircompetitors!第二十五页，共50页。CalvinRichardKlein(bornNovember19,1942)isawell-knownAmericanfashiondesigner.In1968,helaunchedthecompanythatwouldlaterbecomeCalvinKleinInc.Inadditiontoclothing,CalvinKleinalsogavehisnametoarangeofperfumes,includingCKOneandCKBe,nowownedbyCotyInc.SwatchGroupmanufactureswatchesandjewelryundertheCalvinKleinandCalvinKleinJeansbrands.RalphLauren(bornRalphLifschitzonOctober14,1939)isanAmericanfashiondesignerandbusinessexecutive.HeismostnotableforhisPoloRalphLaurenclothingbrand.

Backgroundinformation第二十六页，共50页。TheHouseofGucci,betterknownassimplyGucci,isanItalianFrench-ownedfashionandleathergoodslabel.ItwasfoundedbyGuccioGucci(b.1881-d.1953)inFlorencein1906.Gucciisconsideredoneofthemostfamous,prestigious,andeasilyrecognizablefashionbrandsintheworld.TheHouseofChanel,morecommonlyknownasChanel,isaParisianfashionhouseinFrancefoundedbyGabrielleBonheur"Coco"Chanel(1883-d.1971).AccordingtoForbes,theprivatelyheldHouseofChanelisjointlyownedbyAlainWertheimerandGerardWertheimerwhoarethegrandsonsoftheearly(1924)ChanelpartnerPierreWertheimer.Backgroundinformation第二十七页，共50页。CReadthearticle&answerthefollowingquestions1WhichCalvinKleinproductsarecommonlycopied?2Whyistheproblemgettingworse?3Howisthecompanydealingwiththepiracyproblem?ThecommonlycopiedproductsareT-shirts,jeansandbaseballcaps.BecauseCalvinKleinhasbecomeabetterknownbrand,andisthereforemoreprofitabletocopy.Theysetupanetworkofemployeesandexternalspecialiststouncovercopyrightabuse.第二十八页，共50页。DReadthearticleagainandanswerthequestions1WhatwasCalvinKlein’sattitudetocounterfeitinginthepast?Theytookarelativelypassiveapproachtocounterfeitproblemsinthepast.2Whyhasthecompanychangeditswayofdealingwithcounterfeiters?Becausecounterfeitinghasincreasedsharply,whichnotonlyreducesitssales,butalsodamagesthebrandimage.3Whathasthecompanydonetochangethewayitsbusinessoperatesandtoincreaseitssize?IthasexpandeditsbusinessoutsideN.America,increasedadvertisingandsignedlicensingdealswithpartnersforwholeregionsratherthanindividualcountries.第二十九页，共50页。Completetheruleswiththewordspastsimple

or

presentperfect.Weusethe_________________toconnectthepresenttothepast.Oneofitsmainusesistoshowtherelevanceofapasteventinthepresent:CalvinKleinhasbeenaleadingfashiondesignersincethemid-1970s.

Weusethe_________________totalkaboutafinishedactionatadefinitetimeinthepast.

Inthepast,CalvinKleintookapassiveapproachtotheproblem.presentperfectpastsimple第三十页，共50页。SupplementaryexerciseCalvinKlein___________(have)problemswithcounterfeiterssellingpoor-qualitymerchandisebearinghisbrandnameforalongtime.Mostpeoplefeelthat“phonerage”______________(become)morecommonoverthepast5years.Doyoustillrememberanyofthenewwordswe_________(learn)lastsemester?Thepolice__________(impound)hiscarlastweekforspeedingand________________(notreturn)tohimyet.Sincethebeginningofthismonth,shareprices_____________(keep)fallingallthetime.He______(go)onholidaylastweekand,uptonow,I____________(nothear)awordfromhim.Formanyyears,they___________(try)toprotecttheirdesignsfrombeingcopied,but_________________(achieve)nopositiveresults.havehadhavebecomelearnedimpoundedhavenotreturnedhavekeptwenthaven’theardhavetriedhaveachieved第三十一页，共50页。MemoTo:PeterScholfieldFrom:JaquelineDelacroixDate:5JulyRE:CounterfeitingI’mworriedaboutthesalesoftherangeoffragranceswe__________(launch)twoyearsago.Inthefirstyear,sales__________(increase)steadily.However,sincethebeginningofthisyear,sales____________(fall)byalmost10%.Thereasonforthisisclear.SeveralfirmsinSEAsia_____________(copy)ourdesignsandarenowfloodingtheFrenchmarketwiththem.This____________(become)aseriousproblem.Lastmonth,I__________(organize)ateamofinvestigators.Uptonow,they____________(find)manycounterfeitgoods,whichthepolice_____________(seize)andimpounded.Yesterday,I__________(contact)severalfirmswho___________(inform)methatthey___________(have)similarproblems.Theyall____________(lose)salesbecauseofcounterfeiting.launchedincreasedhavefallenhavecopiedhasbecomeorganizedhavefoundhaveseizedcontactedinformedhavehadhavelost第三十二页，共50页。Youaresself-employedyoungfashiondesigneratthestartofyourcareer.AlargestoreissellingT–shirtswhichlookexactlythesameassomeofyournewdesignswhichyouhaven’tsoldyet.Youmeetthegeneralmanagerofthestoretomakeyourcomplaintandaskforfinancialcompensation.

Workinpairs.Roleplayeitherthefashiondesignerorthegeneralmanager.Youaregoingtomeetayoungdesignerwhothinksyouhavestolentheirdesigns.Itisquitecommonforthestore’sdesignteamtogetideasforproductsfromstudentfashionshowsandartschoolexhibitions.Besympathetic,butadmitnothing.FashionDesignerGeneralManagerSituationaldialogue第三十三页，共50页。Case1McDonald’sBurgerKing,oftenabbreviatedtoBK,isaglobalchainofhamburgerfastfoodrestaurants.BurgerKingisheadquarteredinMiami,Florida,UnitedStates.Wendy'sOldFashionedhamburgersisaninternationalchainoffastfoodrestaurantsfoundedonNovember15,1969,inColumbus,Ohio.AsofDecember2006,Wendy'swastheworld'sthirdlargesthamburgerfastfoodchainwithapproximately6,700locationsfollowingMcDonald's31,000locationsandBurgerKing's11,200locations.第三十四页，共50页。Whywasthispromotionunpopularwithcustomers?Thepromotionwasunpopularbecauseitgaveamisleadingimpressionoftheprice.WhenthepriceoftheFrenchFriesanddrinkatthefullpriceweretakenintoaccount,thediscountonthewholemealamountedtoonlyabout5%.HowdoyouthinkMcDonald’sdealtwiththesituation?McDonald’swithdrewthepromotionandcancelledthecampaign.Italsoannouncedamajorreorganizationinitsmanagementstructure,scrappingthe40-year-oldtraditionofcentralizedmanagementinIllinois,USA,andappointinglocalmanagersinstead.Questions第三十五页，共50页。Case2PepsiTheHarrierJumpJet,oftenreferredtoasjust"Harrier"or"theJumpJet",isaBritishdesignedmilitaryjetaircraftcapableofVertical/ShortTakeoffandLanding.TheHarrierfamilyistheonlytrulysuccessfuldesignofthistypefromthemanythataroseinthe1960s.PepsiStuffreferstoapromotionlaunchedbyPepsiCointhe1990sandcontinuingintothe2000sfeaturingmerchandisethatcouldbepurchasedwithPepsiPoints.CustomerscanacquirepointsfromspeciallymarkedPepsipackagesandfountaincups.第三十六页，共50页。WhatdidJohnLeonardclaimfromPepsiCola?How?JohnLeonardclaimedaHarrierJumpJetbybuying7,000,000PepsiStuffPointsat10centseach:acostof$700,000foramachinethatnormallycostsseveralmilliondollars.WhydidPepsiColahavedescribedhisclaimas‘notserious’?Pepsidescribedhisclaimas‘frivolous’becausetheadvertisementwasmeantasjoke.However,whentheylaterscreenedtheadvertisementonnationalTVintheUSA,thenumberofpointsneededtoclaimtheHarrierJetwasincreasedfrom7millionto700million.Questions第三十七页，共50页。Case3IrishTouristBoardTheshamrockhasbeenregisteredasatrademarkbytheGovernmentofIreland.In

NorthernIreland,itisalsousedbytheNorthernIrelandTouristBoard.TheCranberriesareanIrishrockbandformedin

Limerickin1990underthenameTheCranberrySawUs.第三十八页，共50页。WhydoyouthinktheIrishpeopledislikedthelogosomuch?Manypeoplefelttherewasnoneedtogetridoftheshamrock,whichhasbeenthesymbolofIrishtourismforthepast30years.Theyalsofounditdifficulttoworkoutwhatthenewsymbolwasandinterpreteditinhundredsofways,forexample:twosumowrestlerspreparingtofight;twocrabsmeeting;twomonsters;avikingship.Questions第三十九页，共50页。Reasons:expensive/poorquality/competition/productrangeRaisebrandawareness:Ad./productpresentation/sponsorship/freesample/bookshowImprovesales:Discount/service:freedelivery/grouppurchase/order…inbulk/shopsinmegacenter第四十页，共50页。Mostbusinesseshavethreetypesofprospects:cold,warmandhot.Coldprospectsknowlittleornothingaboutyourbusiness.Warmprospectsarefamiliarwithyourcompanyandareaboutmidwaythroughthesalescycle.Yourcompany'shotprospectsarethoseclosesttoclosingorwho’vepurchasedfromyouinthepast.Eitheryou'vesuccessfullymovedthemthroughthesalescyclebyexposingthemtomultiplemarketingmessagesandsalescontacts,orthey’vecometoyoubywayofreferralandsimplyneedabitmoreinformationorpersonalsellingtomakeapurchaseorsignacontract.Whencreatingyourmarketingprogram,it'sessentialtoincludeatleastonemarketingtactictoreacheachofthesetypesofprospects.Coldprospects,forexample,mightbereachedthroughnewspaperadsordirectmail,warmprospectsviaane-mailmarketingcampaign,andhotprospectsmightrespondbesttoPowerPointpresentationsalongwithface-to-facesellingtoaddthefinalheattoclosesales.Chooseamixoftacticsthat’llreachandmotivateyourprospectsandfityourcompany'smarketingbudget.Asupplementaryreadingabouthowtoimprovesales第四十一页，共50页。Factors