新时代商务英语视听说教程 课件 U2

MotivationExplorationExperiencingProductionUnit2ExtensionWarming-upMotivation(2)_____________(5)_____________(6)_____________(1)________________Warming-up1.Matchthebrandswiththeircountriesoforigin.A.theUnitedStatesB.GermanyC.JapanD.SwedenE.FranceF.ChinaChina(4)_____________(3)________________JapantheUnitedStatesSwedenFranceGermanyWarming-up2.Matcheachbrandtothedistinctimageitbuildsupinthepublic’smind.____(1)orientalcharm____(2)anatural,healthy,andhappyattitudetowardlife____(3)heritageofclassicCantonesecuisine____(4)activesportingspirit____(5)smarthomesforconvenience____(6)atime-honoredlegendEABEFCDDCFBAExplorationLanguageFocusListeningLanguageFocusspare/speə(r)/v.腾出tothepoint简明扼要potential/pəˈtenʃl/adj.潜在的contact/ˈkɒntækt/n.联系consult/kənˈsʌlt/v.咨询update/ˌʌpˈdeɪt/v.更新feedback/ˈfiːdbæk/n.反馈的意见（或信息）followup跟进1.Listenandlearnthefollowingwordsandphrases.brandvalue品牌价值brandimage品牌形象brandawareness品牌知名度customersatisfaction客户满意度beloyalto忠于customerloyalty客户忠诚度connotation/ˌkɒnəˈteɪʃn/n.含义；隐含意义luxury/ˈlʌkʃəri/n.奢华heritage/ˈherɪtɪdʒ/n.遗产（指国家或社会长期形成的历史、传统和特色）strategy/ˈstrætədʒi/n.策略salesnetwork销售网络promotion/prəˈməʊʃn/n.促销活动exclusivedistributor独家分销商soleagent独家代理商advertising/ˈædvətaɪzɪŋ/n.广告sponsor/ˈspɒnsə(r)/v.赞助（活动、节目等）2.Fillintheblankswiththeproperformsofthegivenwords.LanguageFocus(1)Li-Ninghascarriedoutaseriesof_____________toattractyoungcustomers.(2)Midea’sbranding_____________focusesonnewideasandbeingeco-friendly.(3)ThreeSquirrelscaresaboutcustomer_____________,targetingfamiliesandhealth-consciousconsumers.(4)Asa_____________sportsbrand,Li-NingsetsitselfapartfromcompetitorslikeNikeandadidas.(5)ThebrandTaotaojushowstradition,whichearns_____________fromcustomerswhowantrealChinesefood.(6)Moutai’sbrand___________comesfromthecompany’sgoodreputationandhighqualityofproducts.strategyleadingloyalsatisfactionpromotionvaluepromotionsstrategysatisfactionleadingloyaltyvalue3.Listenandlearnthefollowingusefulsentences.LanguageFocusWhatmakesthisbrandstandoutonthemarket?Canyoutellmemoreaboutthebrand’shistory?Howdoesthebrandensurethequalityofitsproducts?Whatkeepspeoplesoloyaltothebrand?Whatabouttheirdesignanduserexperience?Whatvaluesdoesthebrandrepresent?(1)AskingInformationAboutaBrandWhiteRabbithasgotglobalfame,representinganewwaveofChinachic.Costcohasperfectbrandmanagement.They’vebeenamarketleadersince1837.Thebrandsetsthestandardintheindustry.Theyhaverecentlygonethroughabigrestructuring.(2)TalkingAboutBrandDevelopment3.Listenandlearnthefollowingusefulsentences.LanguageFocusHowaretheseconnotationsreflectedintheproducts?Thebrandconnotationsincludeluxuryandheritage.WeshowthebeautyandcraftsmanshipoftraditionalChineseart.Huaweialwaysmakesmethinkofinnovationandadvancedtechnology.Theyreallycareaboutqualityandcustomerexperience.(3)IntroducingConnotationsofaBrandIthinkANTAhasdoneagreatjobinbrandpromotion.Howdoyouthinktheypromotetheirbrand?Theyworkwithfamousathletes,whichbuildsastrongbrandimage.Theysponsorsportseventsandteamstoincreasebrandawareness.Strategiesincludetargetedadvertisingandcooperatingwithinfluencersandbloggers.(4)PromotingaBrand3.Listenandlearnthefollowingusefulsentences.LanguageFocusWe’reinterestedinbecominganexclusivedistributorforyourbrand.Ouragencyhasexperienceinpromotingbrands.Wehaveafullmarketingplantosupportthebrand.Wehaveastrongsalesnetworkthatcoversmostkeymarketsintheregion.(5)DiscussingBrandAgency4.ListentoamonologueonWhiteRabbitandfillintheblankswiththemissingwords.LanguageFocus(1)Onceuponatime,the_________________foraChinesekidwasWhiteRabbit.Thechewymilkcandywrappedinwhite,blueandredpaperwasasignofhappiness.(2)Today,thebrandhasgot_________________,representinganewwaveofChinachic.(3)First_________________inShanghaiinthe1940s,WhiteRabbitwasnotonlyahouseholdnameinChinabutalsousedas_________________forforeignguests.(4)Inthelate1990sandearly2000s,itfacedfierceforeign_________________,forcingittoimproveitsstrategiestobecomemore_________________.(5)Itscooperationwith_________________,chefs,anddifferent_________________brandshasaideditsrevivalinChinaandriseintheWest.(6)InNewYorkorParis,it’snothardtospot_________________sellingWhiteRabbittonon-Chineseconsumerswhoarefansofthebrand.ListeningScriptsbesttreatglobalfamemanufacturedgiftscompetitionflexibleartistsconsumerlocalshops1.Listentofiveshortconversationsandthendecidewhichbrandeachisabout.ListeningListeningScriptsABCDE(1)___________(2)___________(3)___________(4)___________(5)___________EABDC2.Listentothefiveconversationsagainandidentifywhichaspectsofabrandtheyreferto.ListeningConversation1:_______________Conversation2:_______________Conversation3:_______________Conversation4:_______________Conversation5:_______________A.brandmanagementB.soleagencyC.brandstrategyD.brandconnotationE.customersatisfactionCEADB3.ListentoanewsreportonHisenseDonationtoSOSChildren’sVillageinPortugalandcompletethefollowingchart.ListeningListeningScriptsBrandnameHisenseEvent(1)_____________________Location(2)__________________________inPorto,PortugalMainproductsdonatedTVs,(3)________________,________________,andwashingmachinesSocialresponsibilitytoprovide(4)_________________________andimprovelifeforeveryoneCommonvalues(5)___________,__________andpracticalitycharityeventSOSChildren'sVillagemobilephonesairconditionersbetterhomeapplianceshonestypositivity4.Listentoaconversationandanswerthefollowingquestions.ListeningListeningScripts(1)Whatdoesthewomanseeonthetable?___________________________________________________________________________________(2)Wherehasthewomanseenitwhensheisbackhome?___________________________________________________________________________________(3)Howlonghastheman’sfamilyusedit?___________________________________________________________________________________(4)Whatkeepspeoplesoloyaltoit?___________________________________________________________________________________(5)Howdoesthemanfeelaboutit?___________________________________________________________________________________Haitiansoysauce.InChinesesupermarkets.Forgenerations.Thegoodqualityandflavor.Itmakeseverydishtastebetter.ExperiencingScenario1BrandDevelopmentScenario2BrandConnotationsScenario3BrandAgencyListenandlearnthefollowingwordsandphrases.Pre-viewingdetergent/dɪˈtɜːdʒənt/n.洗衣液parentcompany母公司homecare家庭护理Procter&Gamble/ˈprɒktə

əndˈɡæmbəl/n.宝洁公司marketleader市场领导者；商业领头羊sponsorship/ˈspɒnsəʃɪp/n.资助；赞助branchout拓展业务widenthescope扩大业务范围branddifferentiation品牌差异化restructure/riːˈstrʌktʃə/v.重组simplify/ˈsɪmplɪfaɪ/v.简化core/kɔː/adj.核心的Tide,Downy,Gain,Crest,Folgers,Pringles,andPampers都是P&G公司的子品牌(读音分别为：Tide/taɪd/;Downy/ˈdaʊni/;Gain/ɡeɪn/;Crest/krɛst/;Folgers/ˈfoʊldʒərz/;Pringles/ˈprɪŋɡləz/;Pampers/ˈpæmpəz/)Scenario1BrandDevelopmentWatchthevideoandfillintheblankswiththemissingwords.Scenario1BrandDevelopmentWhile-viewingAlexandBella,colleaguesinthesamecompany,shopforlaundrydetergenttogetherinasupermarket.SettingWatchthevideoandfillintheblankswiththemissingwords.While-viewingAlex:Bella,I’mcompletelyoutoflaundrydetergent.Therearealotofbrandshere.Whichisbetter,Tide,DownyorGain?Bella:They’rethesame,allownedbya(1)_________company,Procter&Gamble.Alex:Wow,almosteveryhomecarebrandunderthesunistheirs.Bella:Well,they’vebeenamarketleadersince1837.Didyouknowthatwithoutthem,wewouldn’tevenhavethe(2)_________“soapoperas”?Alex:Oh,isthatbecausetheypioneered(3)___________asamarketingstrategybysupportingearlyradiodramas?Bella:Yes.Overtime,they(4)_________outandcreatedothersuccessfulbrandslikeCrest,Folgers,Pringles,andPampers.Theytrulysetthe(5)_________intheindustry.Alex:Theyreallyknewhowtowidentheir(6)_________!It’samazingthatthesebrandsdidn’tendupcompetingagainsteachother.parenttermsponsorshipbranchedstandardscopeScenario1BrandDevelopmentWatchthevideoandfillintheblankswiththemissingwords.While-viewingBella:Yeah,butithasn’tallbeensmoothsailing.They’vefacedchallengeswithmarketcompetitionandbranddifferentiation.Alex:Haven’ttheyrecentlygonethroughabig(7)____________tosimplifytheirproducts?Bella:Yes,theycutoffover100smallerbrandstofocusontheir(8)_________brands.Alex:Smartmove!Atleastthecorebrandshaveseengainsinrecenttimes.Bella:That’sright.Andspeakingofbrands,sinceyou’relookingforadetergent,Gainmightbeagoodchoice!restructuringcoreScenario1BrandDevelopment1.Decidewhetherthestatementsaretrue(T)orfalse(F)Post-viewing_____(1)Tide,Downy,andGainareallownedbyProcter&Gamble._____(2)Procter&Gamblehasbeensellingproductsonlysincethelate20thcentury._____(3)Procter&Gamblewasapioneerinsponsoringearlyradiodramas,whichledtotheterm“soapoperas”._____(4)Procter&Gamblehasfacedchallengesmainlyfortheirmarketingstrategies._____(5)Procter&Gamblecutoffover50smallerbrands.TFTFFScenario1BrandDevelopment2.InterpretthefollowingsentencesintoEnglish.Post-viewing(1)宝洁公司拥有许多品牌，如Tide、Downy和Gain。(own)(2)从1837年开始，宝洁公司就一直在销售家庭护理产品。(hasbeenselling)(3)该公司拓展了其他成功的品牌。(branchout)(4)宝洁公司为早期广播剧提供赞助，由此产生了“肥皂剧”这一术语。(sponsor)(5)最近，宝洁公司进行了重组，精简了产品系列。(restructure,simplify)Procter&Gambleownsmanybrands,suchasTide,Downy,andGain.P&Ghasbeensellinghomecareproductssince1837.Thecompanybranchedoutothersuccessfulbrands.Procter&Gamblesponsoredearlyradiodramas,generatingtheterm"soapoperas".Recently,Procter&Gamblewentthrougharestructuringtosimplifytheirproducts.Scenario1BrandDevelopmentWorkinpairsandmakeadialoguetalkingaboutthebranddevelopmentofMoutaiwiththegiveninformation.It’salsoOKforyoutointroducethedevelopmentofabrandthatyoulike,followingasimilarstructure.Post-viewingHistorydatebacktotheHanDynastyCompanyKWEICHOWMOUTAICO.,LTD.ReputationwonthegoldmedalatthePanama-PacificInternationalExpositionin1915,China’snationalliquorsince1951BrandvalueatopbrandinChina,hasexceededtensofbillionsofyuaninrecentyearsBrandawarenesswidelyknownathomeandabroadBrandimageaChineselegend,asymbolofChina’shigh-endliquor,consumedonimportantoccasionsScenario1BrandDevelopmentListenandlearnthefollowingwordsandphrases.Scenario2BrandConnotationsPre-viewingstationery/ˈsteɪʃənri/n.文具officesupplies办公用品response/rɪˈspɒns/n.（口头的或书面的）回答，答复resend/riːˈsend/v.再发stable/ˈsteɪbl/adj.稳定的telecommunicationequipment电信设备invest/ɪnˈvest/v.投资HarmonyOS/ˈhɑːməniəʊˈɛs/n.鸿蒙操作系统puteffortsinto付出努力；全力投入时间、精力或资源来完成某事interface/ˈɪntəfeɪs/n.界面consumer/kənˈsjuːmə(r)/n.消费者；顾客emphasize/ˈemfəsaɪz/v.强调；重视device/dɪˈvaɪs/n.设备responsive/rɪˈspɒnsɪv/adj.反应灵敏的performance/pəˈfɔːməns/n.表现；性能Watchthevideoandfillintheblankswiththemissingwords.While-viewingAmyPanisasalesrepresentativeofHuaweiandMaxMüllerisaGermantradesmanwhoiswillingtobecomethesoleagentofHuaweiinhislocalregion.SettingScenario2BrandConnotationsWatchthevideoandfillintheblankswiththemissingwords.While-viewingAmyPan:Nicetomeetyou,Mr.Müller!MaxMüller:Nicetomeetyou,Ms.Pan.Wefinallymeeteachotherinperson.I’vealwayswantedtoknowyourbrandstory.Asawell-knownbrand(1)______________,Huaweialwaysmakesmethinkofinnovationandadvancedtechnology.AmyPan:Exactly!That’sthefeelingthebrandcreates—ourbrand(2)______________.Huaweiisfamousforsmartphonesandtelecommunicationequipment.Wereallyfocusonusingthelatesttechnology.Huaweiinvestsheavilyinresearchanddevelopmenttostayaheadintheindustry.Forexample,wedevelopedourownHarmonyOSforasmoothexperience.MaxMüller:That’sgreattoknow.Iamalsoa(3)___________ofyourproductsandIfindthatthequalityofyourproductsissuperior.AmyPan:Thankyou,Mr.Müller.Huaweihasbuiltastrong(4)__________forhigh-qualityproducts.Weemphasizequalitycontroltoensureourdevicesmeettopstandards.internationallyconnotationconsumerreputationScenario2BrandConnotationsWatchthevideoandfillintheblankswiththemissingwords.While-viewingMaxMüller:Ican’tagreemore.Qualityisimportant,especiallyforsmartphones.Whataboutyourdesignanduserexperience?AmyPan:Huaweiputsalotof(5)___________intomakingmoderndesignsanduser-friendlyinterfaces.And,ourcustomerserviceisresponsive,whichkeepspeoplecomingbackformore.MaxMüller:Youreally(6)___________aboutqualityandcustomerexperience.AmyPan:Yes.We’vegotawide(7)__________ofphoneswithadvancedfeaturesandgreatperformance.Weevenhavedifferent(8)___________tosuiteveryone.MaxMüller:Itallsoundsreallysatisfying.I’mreallyexcitedaboutbeingthesoleagentinmyregion.Ibelievewecanachievegreatthingstogether.effortscarerangemodelsScenario2BrandConnotations1.FillinthetablewiththeproperinformationonHuawei.Post-viewingBrandconnotationHuaweialwaysmakespeoplethinkof(1)__________andadvancedtechnology.Products(2)____________________________________________NewtechnologyHuaweiinvestsheavilyinresearchanddevelopmentanddeveloped(3)________________forasmoothexperience.ProductqualityWeemphasize(4)________________toensureourdevicesmeettopstandards.DesignanduserexperienceHuaweiputsalotofeffortsintomakingmoderndesignsand(5)_________________________.CustomerserviceOurcustomerserviceisresponsive,whichkeepspeople(6)_____________formore.innovationsmartphonesandtelecommunicationequipmentHarmonyOSqualitycontroluser-friendlyinterfacescomingbackScenario2BrandConnotations2.Makesentencesrelatedtobrandswiththefollowingsentencestructures.Post-viewing(1)makepeoplethinkof/belinkedwithsth.(2)bewell-known/famousforsth.(3)buildastrongreputationinsomewhere(4)emphasize/focusonsth./doing(5)putalotofeffortsintosth./doing(6)careaboutsth.(7)havegotawiderangeofsth.3.BrieflyintroduceHuaweibyreferringtotheaboveinformation.Scenario2BrandConnotationsListenandlearnthefollowingwordsandphrases.Pre-viewingdistribution/ˌdɪstrɪˈbjuːʃn/n.分销premium/ˈpriːmiəm/adj.高昂的；优质的targetedadvertising目标广告；基于用户行为、兴趣或其他特征进行个性化的广告投放influencer/ˈɪnfluənsə(r)/n.意见领袖；网红blogger/ˈblɒɡə(r)/n.博主priority/praɪˈɒrəti/n.优先事项dedicated/ˈdedɪkeɪtɪd/adj.专注的reassuring/ˌriːəˈʃʊərɪŋ/adj.令人放心的Scenario3BrandAgencyWatchthevideoandfillintheblankswiththemissingwords.While-viewingAtafashionexhibition,anagentfromSBCCompany,whoiseagertobecometheexclusivedistributorforIcicle,aclothingbrandfromShanghai,meetsarepresentativeofIcicle.SettingScenario3BrandAgencyWatchthevideoandfillintheblankswiththemissingwords.While-viewingAgent:I(1)__________SBCCompany.We’reinterestedinbecomingtheexclusivedistributorfortheIcicleclothingbrandinourmarket.Iciclerepresentative:Canyoutellmemoreaboutyourcompanyandwhyyouthinkyou’dbeagoodfitforus?Agent:Certainly!SBCisan(2)__________fashiondistributioncompanywithalonghistory.Weunderstandthelocalfashionandhavesuccessfullypromoted(3)__________brands.Iciclerepresentative:Thatsoundsgood.AndhowdoyouplantopromotetheIciclebrand?Agent:Wehaveafull(4)__________planthatincludestargetedadvertising,attendingfashionevents,andcooperatingwithinfluencersandbloggers.Iciclerepresentative:Isee.Howdoyou(5)__________customerserviceandsupport?Agent:Customersatisfactionisour(6)__________.Wehaveadedicatedsalesteamprovidingexcellentservice.Iciclerepresentative:That’s(7)__________.Let’sarrangeameetingtodiscussthenextsteps.Agent:OK.Thankyoufor(8)__________us!Iciclerepresentative:Thankyou!We’relookingforwardtoestablishingasuccessfulpartnershipwithyou.representexperiencedpremiummarketinghandlepriorityreassuringconsideringScenario3BrandAgency1.Tick(√)alltheadvantagesofSBCCompanyasanIcicleexclusivedistributoraccordingtothevideo.Post-viewing

(1)richexperienceinfashiondistribution

(2)focusonlow-costbrands

(3)alonghistoryinpromotingpremiumbrands

(4)acomprehensivemarketingplan

(5)anextensivenetworkinthelocalmarket

(6)adedicatedsalesteamprovidingexcellentservice√√√√Scenario3BrandAgency2.Answerquestionsaccordingtothevideo.Post-viewing(1)WhatisthepurposeoftheagentfromSBCCompany?____________________________________________________________________________(2)WhatfielddoesSBCCompanyhaveastronghistoryin?____________________________________________________________________________(3)WhatdoesSBC’smarketingplaninclude?___________________________________________________________________________(4)WhatisSBCCompany’stoppriorityregardingcustomerservice?____________________________________________________________________________(5)WhatdoestheIciclerepresentativesuggestdoingaftertheagent’sintroduction?____________________________________________________________________________TobecometheexclusivedistributorofIcicle.Fashiondistribution.Itincludestargetedadvertising,attendingfashionevents,andcooperatingwithinfluencersandbloggers.Customersatisfaction.Arrangingameetingtodiscussthenextsteps.Scenario3BrandAgency3.Putthefollowingstepsofasoleagencyintotherightorder.Thenworkinpairsanddiscusshowtoobtainasoleagencyrightforabrand.Post-viewingA.Makeabusinessplan.B.Signcontracts.C.Promotethebrandinthemarket.D.Understandthebrandandknowthetargetmarket.E.Buildrelationshipswithbrandrepresentatives.F.Meetbrandrequirements.Correctorder:__________________________________________DA

E

F

B

CScenario3BrandAgencyProductionSpeakingOutcome1.InterpretthefollowingsentencesintoChineseorEnglish.Theexpressionsinthebracketsmaybehelpfultoyou.Speaking(1)Tongrentangisacentury-oldrenownedbrandandhasastrongreputation.(2)We’relookingforareliablepartnertohelpusexpandourmarketshareinthisregion.(3)Ourbrandimageisallaboutinnovation,quality,andputtingusersfirst.(4)Xiaomi’ssmartspeakershavereceivedpositivereviewsfromcustomers.同仁堂是一个百年著名品牌，享有很高的声誉。我们正在寻找一个可靠的合作伙伴，以帮助我们在该地区扩大市场份额。我们的品牌形象强调创新、质量和以用户为中心。小米的智能音箱得到了顾客的好评。Speaking(5)我们的品牌是市场上高品质产品的领先供应商。(leadingsupplier)(6)凭借多年经验和技术实力，我们在行业内树立了良好的口碑。(establishastrongreputation)(7)我们很想成为贵品牌的独家经销商。(beeagerto)(8)顾客的满意是我们的首要任务。(toppriority)1.InterpretthefollowingsentencesintoChineseorEnglish.Theexpressionsinthebracketsmaybehelpfultoyou.Ourbrandisaleadingsupplierofhigh-qualityproductsinthemarket.Withyearsofexperienceandtechnology,wehaveestablishedastrongreputationintheindustry.Weareveryeagertobecometheexclusivedistributorforyourbrand.Customersatisfactionisourtoppriority.2.IntroduceDJIaccordingtothegiveninformation.SpeakingCorevaluesinnovation:commitmenttoadvancementquality:reliableproductssafety:responsibledroneuseHistoryfoundedin2006byFrankWangasasmallstartupProductsdronesforconsumerandprofessionaluse,camerastabilizers,andFPVgogglesMarketpositioningaleaderinthedroneindustryConsumerfeedbackpositivefeedbackoneaseofuseandreliability,highbrandloyaltyReference:DJIis...inthe...industry.Thecorevaluesinclude.../Itiscommittedto...Itsproductrangeincludes...Itispositionedasa...in...Itreceives...feedbackfrom...on...Consumersareloyalto...3.Workinpairsandmakeasituationaldialogue.SpeakingAworksasasalesrepresentativefromGoodChoiceAgency,whoaimstobethesoleagentforPureGlow,ahigh-endskincarebrand.B,BrandManagerofPureGlow,isindiscussionwithAabouttheagency.CardforStudentA(1)GreetBandbrieflyintroduceyourself.(2)IntroduceGoodChoice’sstrengths.Experience:15yearsofexperienceinthebeautyindustry.Partnership:successfulpartnershipwithotherskincarebrands.Marketknowledge:knowinglocalmarkettrendsandconsumerpreferences.(3)Talkaboutbrandingstrategies.DigitalmarketingcampaignsParticipationinbeautyexposforbrandpromotion(4)ShowastrongdesiretopartnerwithPureGlow.3.Workinpairsandmakeasituationaldialogue.SpeakingCardforStudentB(1)GreetAandintroduceyourself.(2)AskaboutGoodChoice’sexperience,partnership,andmarketknowledge.(3)Enquireaboutbrandingstrategies.(4)FeelsatisfiedwithGoodChoice’sexperienceandstrategies.(5)Suggestfurtherdiscussiononcollaboration.Reference:Irepresent...Whatisyourexperienceinthebeautyindustry?Howdoyouunderstandlocalmarkettrends?Wehavesuccessfullypartneredwith...andunderstand...—Whatbrandingstrategieshaveyouusedeffectively?—Ourbrandingstrategiesinclude...Ibelieveyourstrategiescouldgreatlyenhanceourbrandpromotion.Outcome.Workingroupsasmembersofastartup.Designanewbrandforyourcompanycoveringthebrandname,logo,andtheirconnotations.Thegrouprepresentativewillpresenttheplaninclass,whichincludesthebranddraftandthepromotionalstrategiesdevelopedbythegroup.ExtensionListentoamicrolectureandfillintheblankswiththemissingwords.ExtensionListeningScriptsEffectiveBrandPromotion:HowtoMakeYourBrandStandOut(1)Defineyour_____________audience.(2)Developa_____________brandidentity.(3)Use_____________.(4)_____________marketing.(5)_____________marketing.(6)Onlineadvertisingand_____________marketingstrategies.(7)Customer_____________.(8)_____________withotherbrands.targetuniquesocialmediaContentInfluencerofflineexperienceCollaborateLanguageFocusListeningScriptsExploration4.ListentoamonologueonWhiteRabbitandfillintheblankswiththemissingwords.Onceuponatime,thebesttreatforaChinesekidwasWhiteRabbit.Thechewymilkcandywrappedinwhite,blueandredpaperwasasignofhappiness.Today,thebrandhasgotglobalfame,representinganewwaveofChinachic.FirstmanufacturedinShanghaiinthe1940s,WhiteRabbitwasnotonlyahouseholdnameinChinabutalsousedasgiftsforforeignguests.Inthelate1990sandearly2000s,itfacedfierceforeigncompetition,forcingittoimproveitsstrategiestobecomemoreflexible.Itscooperationwithartists,chefs,anddifferentconsumerbrandshasaideditsrevivalinChinaandriseintheWest.InNewYorkorParis,it'snothardtospotlocalshopssellingWhiteRabbittonon-Chineseconsumerswhoarefansofthebrand.返

回ListeningListeningScriptsExploration1.Listentofiveshortconversationsandthendecidewhichbrandeachisabout.Conversation1A:

LookatalltheANTAshoes!Theirbrandispopular.B:

Yes,ANTAisgrowingbetterandbetter.Theirbrandingstrategieshavehelpedalot.A:

Howdotheypromotetheirbrand?B:

Theydoagreatjobbyworkingwithfamousathletes,whichbuildsastrongbrandimage.Theyalsosponsorsportseventsandteamstoincreasebrandawareness.Conversation2A:HaveyoutriedXiaomi'ssmartspeaker,XiaoAi?B:Yes,it'sagreatproduct!A:Areyousatisfiedwithit?B:Yes.Thesoundisexcellent,andthevoiceassistantishelpful.A:ManycustomersgivepositivereviewsforXiaoAi.返

回ListeningListeningScriptsExploration1.Listentofiveshortconversationsandthendecidewhichbrandeachisabout.Conversation3A:That’satonofstuffyou’vegotthere,May.B:Ididn’tplantobuysomuch,butthewholesalepricesaretooattractive.A:EveryonebuysmorethantheymeantoatCostco.B:Actually,theprofittheymakefromproductsislow.Mostoftheirearningscomefrommembershipfees.A:That’strue.Costcohasperfectbrandmanagementasthepioneerofmembershipwarehousestores.Conversation4A:Hi,I'minterestedinthiscoolstuff.Canyoutellmemoreaboutthebrand?B:Ofcourse,theyareCulturalandCreativeProducts.TheiruniquedesignscomefromtherichhistoryandcultureoftheForbiddenCityinBeijing.Thebrandconnotationsincludeluxuryandheritage.A:Soundsgreat.Howaretheyreflectedintheproducts?B:Well,ourproductsusehigh-qualitymaterials.WeshowthebeautyandcraftsmanshipoftraditionalChineseart.返

回ListeningListeningScriptsExploration1.Listentofiveshortconversationsandthendecidewhichbrandeachisabout.Conversation5A:Goodafternoon.We’relookingforapartnertohelpusgrowourmarketshareinthisarea.B:Great!We’reveryinterestedinbeingyoursoleagencyforGreeairconditioning.Wehaveexperiencewithotherbrands,andoursalesnetworkcoversthekeymarketsintheregion.A:That’sgood.Weneedourpartnerstoprovideexcellentcustome