教学材料《商务英语》-Chaptereight

8.1Warming--up

Whenbuildingabrandforyourbusinessyoucreateavaluable，intangibleassetthatcan'tbepurchased.However，itcanbesoldquiteeasily.Awelldevelopedbrandwillperformfivefundamentalfunctionsforyourbusiness.Thesefunctionsaddagreatdealtoallofourmarketingactivities，nomatterwhattheyareandwhenyoudeliverthem.Let'stakealookatsomeusefulexpressionsandpatternstobuildabrand.DiscussionQuestions1.Couldyourecognizethefollowingbrandsymbols2.Whatkindofproductdotheystandfort3.Whyyouhavesodeepimpressiononthesebrandnamesandsymbols返回8.2SituationalDialoguesDialogueAA:Anthony，howarethepreparationsgoingforthenewproductlaunchl1?B:They'regoingOK.We'regoingtolaunchthenewproductwithaTVcampaign2inaboutamonth.A:ATVcampaignsThatwillcostalotofmoney.B:Well，wethinkit'ssuchanimportantthatwe'regoingtospendhalfofouradvertisingbudgetonit.A:Halfofthebudget?Whatelseareyougoingtodo?B:Well,wearegoingtousealotofpoint-of-saleadvertsinganddoamailshotnextmonth.下一页返回8.2SituationalDialoguesA:IsitgoingtotargetonlyonexistingcustomersB:Atfirst，yes.ButiftheTVadsgowell，thenwe'lldoalargerfollow-upmailshot3.We'llhavetoseewhathappens.Notes1.launchn&v下水，发射，开始，升天，汽艇2.aTVcampaign电视宣传3.mailshotn.邮寄广告上一页下一页返回8.2SituationalDialoguesDialogueBA:Hello，Sara.Nicetoseeyou.WhatcanIdoforyou?B:Yes.IbrowsedthewebsiteofyourcompanyandfoundthatyourbrandedproductswerereallypopularinAmericaforthegoodqualityandlowprice.A:Iappreciateyourattention.AsyousaidourbrandisreallyfamousintheUnitedStates.B:Isthereanythinguniqueofyourproducts?A:Yes.Ourproductsarehandmadebyusingthenaturalmaterial.上一页下一页返回8.2SituationalDialoguesB:Isthatspecial?A:No.It'sdifferentfromotherproductsbecauseduringthemakingprocessweaddsomeleatherandcottonwhichareuntoxic.B:Thatsoundsgood.MayIhaveasample?A:Ofcourse.Hereyouare.Andthecatalogueofourproductsaswell.B:Thankyou.A:IfthereisanythingelseIcanhelpwithdonotheaitatetocontactme.B:Okay.IfIhavefurtherinformationIwillcontactwithyousoon.上一页下一页返回8.2SituationalDialoguesNotes1.Iappreciateyourattention.

非常感谢您的关注。2.IfthereisanythingelseIcanhelpwith，donothesitatetocontactme.

如果有需要我帮助的地方，请直接与我联系。上一页返回8.3ReadingMaterialsTextAWhatIsaBrand?Brandinghasbeenaroundforcenturieaasameanstodistinguishthegoodsofoneproducerfromthoseofanother.Infact，theword“brand"isderivedfromtheOldNorse1word“brand“,whichmeans“toburn”,asbrandswereandatillarethemeanawhichownersoflivestockmarktheiranimalstoidentifythem.AccordingtotheAmericanManagementandMarketingAssociationz，abrandisa“nametermsign，symbol，ordesign，oracombinationofthemintendedtoidentifythegoodsandservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetition.”Thus,thekey下一页返回8.3ReadingMaterialstocreatingabrand，accordingtothisdefinition，istochooseaname，logo，symbol,packagedesign，orotherattributethatidentifiesaproductanddistinguishesitfromothers.Wecancallthesedifferentcomponentsofabrand，whichidentifyanddifferentiateitbrandelements.Thesebrandelementscomeinmanydifferentforms.Forexample，considerthevarietyofbrandnamestrategiesthatexist.Incomecanesthecompanynameisessentiallyusedforallproducts(e.g.GeneralElectricandHewlett-Packard.Inotherscanesmanufacturersassignindividualbrandnamestonewproductsthatareunrelatedtothecompanyname(e.g.上一页下一页返回8.3ReadingMaterialsaswithUnileverandProctor&Gamble).Retailerscreatetheironownbrandsbasedontheirstorenameorotherfactor(e.g.Macy'shasitsownChristopherHayes,I.N.C.,andClubRoonBrands).Thenamesgiventoproductsalsocomeinmanydifferentforms.Brandnamescanbebased0npeople(e.g.EsteeLaudercosmetics，Porscheautomobiles，andOrvilleRedenbacherpopcornplacese.g·SanteFecologneChrysler'sNewYorkerautomobile，andBritishAirways),animalsorbirds（e.g·Mustangautomobiles，Dovesoap，andGreyhoundbuses)，orotherthingsorobjects(e.g.Applecomputers，Shell上一页下一页返回8.3ReadingMaterialsgasoline，andCarnationevaporatedmilk).Somebrandnamesusewordswithinherentproductmeaning(e.g.LeanCuisine，JustJuice，andTicketron)orsuggestimportantattributesorbenefits（e.g·DieHardautobatteries，Mop'nGlowfloorcleaner，andBeautyrestmattresses).Somebrandnamesareinventedandincludeprefixesandsuffixesthatsoundscientific,natural,orprestigious(e.g.Intelmicroprocessors，Lexusautomobiles，orCompaqcomputers).Likebrandnamesotherbrandelementssuchasbrandlogosandsymbolsmaybebased0npeople，placesandthings，abstractimages，andsoonindifferentways.Insum，whencreatingabrand，marketershavemanychoicesinthenumberandnatureofthebrandelementstoidentifytheirproducts.上一页下一页返回8.3ReadingMaterialsNewWordsdistinguishv.区别，辨别，表现突出derivev,得自，起源，引申于livestockn家畜，牲畜identifyv识别，认明，鉴定symboln符号，标志，象征combinationn结合，联合intendvt.想要，打算，计划competitionn.比赛，竞争definitionn.定义，清晰度上一页下一页返回8.3ReadingMaterialslogon.图形，商标attributen.属性，特征v.归于，属于componentn.元件，组件，成分elementn.成分，要素，元素varietyn.多样，种类，杂耍strategyn.战略，策略essentiallyadv.本质上，本来manufacturern.制造商assignv.分配，指派上一页下一页返回8.3ReadingMaterialsindividualadj.个别的n.个人，个体inherentadj.内在的，固有的prestigiousadj.享有声望的，声望很高的sumn.总数，全部，概略PhrasesandExpressionsderivefrom得到(获得)prefixesandsuffixes前缀和后缀insum总而言之上一页下一页返回8.3ReadingMaterialsNotes1.theOldNorse古诺尔斯语，是日耳曼语族的一个分支，发展自8世纪时更古老的原始诺尔斯语，在维京时期至公元1300年左右，通行于斯堪的纳维亚居民以及海外殖民地。古诺尔斯语逐步发展成现在的北日耳曼语支:冰岛语、法罗语、挪威语、丹麦语以及瑞典语。2.TheAmericanManagementandMarketingAssociation美国市场管理协会(AMMA),总部位于美国加州。作为世界上著名的市场营销行业协会，AMMA确立了市场营销管理人才职业培训与认证的专业标准，全球多个国家已得到其授权并开展了市场专业资格培训与认证工作。上一页下一页返回8.3ReadingMaterialsTextBBrandImageConsumersperceiveandacceptmanybrandswithinacertaintradegroupindifferentways.Bypersonifyingabrand(HowwouldyoudescribebrandXifitwereaperson)wecanfindout，thatforinstanceconsumersperceivebrandAasayoung，impulsive，livelyattractive，energeticwomanfullofideas.InthesamewaycouldbrandBbeanelderly，conservativeandrelaxedman.Thebrandcanalsohaveacompletelyinexpressiveandbadimage.ThatishowbrandCmaynothaveanyrealpersonalcharacteristics，slim，tallunnoticeableandcalm.上一页下一页返回8.3ReadingMaterialsTheimagebasicallyexpressesawayofaconsumerthinkingaboutthebrandandthefeelingsthebrandarouseswhentheconsumerthinksaboutit.Onthebasisofthesecharacteristics，whichtheconsumerassociateswiththebrand，thecompanycanbuildacompetitiveadvantageforitsbrand.Whatsortofimageshouldourbrandhave？

Beforeansweringthisquestionitisimportanttotakeintoaccountseveralfactorsandmarketcircumstances:companygoals，consumerwishesandexpectations，tradegroupsandseveralothergroups.Acompanybuildsitsbrandimagethroughtradecommunicationwithitsconsumers.Thatishowa上一页下一页返回8.3ReadingMaterialscompanyinformstheconsumerofwhatthebrandrepresents，whatitsvaluesare，whatthecompanyisofferingorguaranteeingtotheconsumer,whatitsadvantagesare，itsqualitiesetc.Theconsumersinterpretallobtainedinformationandformasubjectiveperceptionofthebrandoritsimage.WhyresearchingthebrandimageUnderstandingabrandimageisofkeyimportancetolong-termmanagementofabrand.Itisalsoimportanthowtheconsumersformedthebrandandwhatkindofrelationshipwasformedwiththebrand--whatthebrandmeanstothemandhowtheyhaveacceptedit.Understandingtherelationshipbetweenconsumersandbrandscanhelpacompanycontrolitssuccessfulbrandpositioningandtheefficiencyofadvertising.上一页下一页返回8.3ReadingMaterialsHowdoweresearchtheimageThebrandimageisformedinthelong-termandrepresentsanon-consciousand“untouchable"area，whichneedstoberesearchedusingprojectiveresearchingmethodsthathelptheconsumertoovercomecertainobstaclesandlimitationsaswellashelphimtobeinspiredintheworldofbrandnames.Theconsumerdoesthereforenotonlyfocusonthebrand，butmainlyonhisexperiencewithitandonitsusualusers.Hefocusesontheopportunities，whicharemostsuitableforthespecificbrandandwhatsortofimagethebrandpresentsetc.Weareabletoresearchanddescribethebrandfromvarious上一页下一页返回8.3ReadingMaterialsperspectives.Weobtainmanydifferentassociations，ideas，benefitsandpeoplewhomtheconsumerinsomewayconnectstobrands，whichneedtobesuitablyandcorrectlyinterpreted.Itisimportanttodefinethekeycharacteristicsandvalues，whichareconnectedtoaspecificbrandbytheconsumer.Relevantfindingsshowresultsoflong-termmanagementofabrandandrepresentkeydimensionsonwhichthecompetitiveadvantageofabrandisbased.上一页下一页返回8.3ReadingMaterialsNewWordsperceivev.察觉，感觉，认知，理解personifyvt.拟人，使人格化，是.....的典型，表现describev.描述impulsiveadj.冲动的，受感情驱使的，任性的attractiveadj.有吸引力的，引起注意的energeticadj.精力旺盛的conaervativeadj.保守的n.保守的人slimadj.苗条的，细长的unnoticeableadj.不引人注意的(不显著的，不足道的)上一页下一页返回8.3ReadingMaterialsarousev.唤醒，鼓励，引起compe