学术英语(管理) Unit 7.ppt

1、学术英语 管理,Academic English for Business,Fill in the following table on brand experience,Critical reading and thinking,Text A,key,Text A,Critical reading and thinking,Text A,Critical reading and thinking,key,Draw lines to match the following synonymous terms all taken from Text A. Sometimes more than o

2、ne match is possible.,firm generic products branding program touch point disconnect direct mail,mailer point of engagement inconsistency company marketing communication program incongruence agency nonbranded product promotion media program,Text A,Language building-up,Task 1 Specialized vocabularyMat

3、ch the words or phrases in Column A with their synonymous terms in Column B. Sometimes more than one match is possible.,Column A 1. branding program (e,f,j) 2. direct mail (d) 3. disconnect (c,g) 4. firm (a,b) 5. generic products(h) 6. touch point(i),Column B a. agency b. company c. incongruence d.

4、advertising mail e. marketing communication program f. media program g. inconsistency h. non-branded product i. point of engagement j. promotion,Text A,Language building-up,2.Translate the following sentences from Chinese to Englsih, using some of the terms above,1. Advertising through e-mails are c

5、heaper than through direct mails because there are no costs on such things as stamps, envelopes, or printing. 2. There is an inconsistency between the advertising and the product. 3. More high-quality touch points with your customers will make you stand a better chance of being on top of consumers m

6、inds when they are about to make the purchase. 4. Saving money is the primary reason for buying generic products.,Text A,Language building-up,Signpost language: cause and effect,Causes because the reason(s) the cause(s) is due to is caused by since resulted from led to,Effects therefore consequently

7、 thus as a consequence led to the results as a result the effect was resulted in the outcome on that account,Text A,Language building-up,Formal English paraphrase the following sentences in your own language.,Why do Nike shoes sell for a 70% premium over generic athletic shoes? Branded products, ser

8、vices, and companies are worth more and carry more respect than nonbranded ones.,Text A,Language building-up,key,Why are Nike shoes 70% more expensive than generic athletic shoes? Branded products, services, and companies are worth more and respected more than nonbranded ones.,Text A,Language buildi

9、ng-up,Text A,When an audience engages your brand in person, through the media, or in other ways, it is called a “brand experience.” A few years ago, when our marketing communications firm gained a midsize, statewide consumer bank as a client, they informed us that their previous agency had completed a branding program for them.,Language building-up,Key,When an audience gets in touch with your brand in person, through the media, or in other ways, it is called a brand experience. A few years ago, when our marketing communications firm won a mid