体验商务英语3PPT第二版Unit1Brands.ppt

1、Quotation,Truly great brands are more than 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. Perhaps Irelands first billionaire, he remains one of Ireland

2、s richest citizens. He is popularly known within Ireland as Tony OReilly.,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 taste.,People buy branded products and its so boring. The prices of bran

3、ded products are inflated. The logo, name and packaging are not worth the money. You cant always buy the genuine products.,A,Match these word partnerships to their meanings.,1 loyalty 2 image 3 stretching 4 awareness 5 name,the name given to a product by the company that makes it using an existing n

4、ame on another type of product the ideas and beliefs people have about a brand the tendency to always buy a particular brand how familiar people are with a brand,BRAND,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 t

5、o 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 buy a product,PRODUCT,B,Complete these sentences with word partnerships from Exercise A.,BRAND 1 The creation of Virgin Cola, Virgin Air, Vir

6、gin 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 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 _ c

7、onsists of introduction, growth, maturity and decline. 3 The use of BMW cars and Nokia phones in James bond films are examples of _.,brand loyalty,brand awareness,product endorsement,product lifecycle,product placement,A,Sandra Greaves is a consultant at Wolff-Olins, a leading international brand co

8、nsultancy based in London. She talks about why we need brands. Listen and complete these extracts.,Brands are all about _. You know what a brand is _, what it _, what its going to _. You actually trust it to _ _ _ _ again. One thing about brands is they add a lot of _ and _ and _, as well as giving

9、you the power to _ things.,trust,about,means,deliver,deliver,time,time,and,color,enjoyment,fun,choose,B,Listen to the second part of the interview and tick the points below which Sandra makes.,People are very loyal to successful brands. Even successful brands are seen as just a product or a service.

10、 Apple was popular because it wasnt a big corporation. Apple customers felt that the Mac was an easy product to use.,C,Listen to the example Sandra gives of how Wolff-Olins helped a company with its branding and aswer these questions.,What was the company? What is its business sector? What advice di

11、d they receive?,Orange,Mobile phones,Not to call the service Microtel, but to create something completely new, based on the idea of optimism.,A,Why do some companies make luxury products abroad rather than at home?,B,Read the article and answer these questions.,1 Which brands are mentioned? Which co

12、untry 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),C,Which of the following statements are true?,Coach on longer has

13、 factory in Puerto Rico. Coach, like many other companies, is outsourcing its products to reduce costs. Some Japanese people choose to buy Burberry products made in Europe rather than in Japan. Sanyos store in Tokyo sells Burberry products made only in Asia. According to Domenico De Sole, the best l

14、uxury products are made in Japan. Gucci is planning to outsource some of its products. Patrizio Bertelli believes that luxury fashion products should always be made in Europe. Amitava Chattopadhyay says that companies need to pay careful attention to where they manufacture their products.,true,true,

15、true,false,false,false,false,true,D,Choose the best summary of the article.,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. Most manufacturers of top brands now produce their goods in low-cost co

16、untries. Consumers no longer care about where the products are manufactured. Asian consumers think that European luxury goods are of high quality. The current trend of making such goods in Asia could damage the reputation of these luxury brands.,The present simple and the present continuous have sev

17、eral uses.,We use the present simple to give factual information, for example about company activities.,Many luxury brands make their products in low-cost markets abroad rather than at home. Burberry has many Asian licensing arrangements. Coach, the US leather goods maker, outsources all its product

18、s to lower the costs.,We use the present simple to talk about routine activities or habits.,Mr. Henson always arrives at the office at 8:30. They usually go out on Sundays. I sometimes go exercising in the fitness center after work.,We use the present continuous to talk about ongoing situations and

19、projects.,Many European fashion labels are either already manufacturing in Asia or thinking about it. Coach, like many other companies, is outsourcing its products to reduce costs. Scientists are trying to work out new ways to protect the environment.,We use the present continuous to talk about temp

20、orary situations.,I am teaching an adult class this weekend. She is working in McDonald during the summer holiday. He is living with his uncle now. The factory is working round the clock to meet the rising demand.,A,Which of the time expressions are usually used with the present simple? Which are of

21、ten used with the present continuous? Which are used with both?,usually this year every day now often nowadays once a month currently at the moment these days,(PS),(PC),(PS),(PC),(PS),(PC),(PS),(PC hence JCB can also mean a backhoe digger/excavator in Britain and Europe.,JCB,Questions,Where does the

22、 name JCB come from? What was surprising about JCBs customer research? What sort of products do you think JCB developed as a result of its research? 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 i

23、mages of the company. Adults saw the brand as being very British, with an image of quality and being functional. Children, on the other hand, saw the brand as big, muddy and fun.,A,Listen to the conversation and answer the questions.,1 Why do the marketing executives at Marvel Plc want to license th

24、eir Luc Fontaine product range?,Because they want to increase 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 Acc

25、ording to Barbara, what is the disadvantage of offering a 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 he

26、r colleagues?,She suggests they contact Hiroshi Takahashi 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.,B,Marcia Alain, how . about this? Is she the right person for us? Alain Definitely. In my opini

27、on, shes ideal. Marcia Right. 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 s

28、omeone in mind. Barbara In 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,C,Which of the phrases in Exercise B are:,1 asking for op

29、inions? 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-two

30、 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,Pan European Food &

31、Drink Company,Coffee,Caferoma,Exclusive, Italian-style, ground coffee for gourmets,Strong flavor, slightly bitter taste,High,Turin, Italy,CASE STUDY,Caferoma,Problems,Its share of the European quality ground coffee market has declined by almost 25%.,Brand loyalty: People prefer lower-priced coffee products. Price: Similar products are offered at much lower prices. Copycat products: Other