体验商务英语3PPT第二版Unit1Brands

Unit1BrandsQuotationTrulygreatbrandsaremorethanjustlabelsforproducts.SirAnthonyJosephFrancisO'ReillyisanIrishbusinessmanandformerinternationalrugbyunionplayer.HeisknownasformerCEOandChairmanoftheH.J.HeinzCompany.PerhapsIreland'sfirstbillionaire,heremainsoneofIreland'srichestcitizens.HeispopularlyknownwithinIrelandasTonyO'Reilly.StartingupAListsomeofyourfavoritebrands&answerthesequestions.1.Aretheyinternationalornationalbrands?2.Whatimageandqualitiesdoeseachonehave?3.Whydopeoplebuybrands?4.Whydoyouthinksomepeopledislikebrands?5.Howloyalareyoutothebrandsyouhavechosen?valueformoneyluxurioustimelesswell-madetopoftherangedurableinexpensivecoolreliablestylishfashionablewell-designedStartingupBArecentsurveynamedthebrandsbelowastheworld’stopten.Whichdoyouthinkisnumberone?Ranktheothersinorder.123567Checkyouransweronpage144.Areyousurprised?41098StartingupCListentotwospeakerstalkingaboutbrands.Whatreasonsdoeseachpersongiveforlikingordislikingbrands?Speaker1:probrandsSpeaker2:antibrandsBrandedproductsareofgoodqualityandreliable;stylishandhaveagooddesign.Peoplebuybrandedproductsbecausetheywanttoshowotherstheyhavestyleandgoodtaste.Peoplebuybrandedproductsandit’ssoboring.Thepricesofbrandedproductsareinflated.Thelogo,nameandpackagingarenotworththemoney.Youcan’talwaysbuythegenuineproducts.VocabularyBrandmanagementAMatchthesewordpartnershipstotheirmeanings.1loyalty2image3stretching4awareness5namea)thenamegiventoaproductbythecompanythatmakesitb)usinganexistingnameonanothertypeofproductc)theideasandbeliefspeoplehaveaboutabrandd)thetendencytoalwaysbuyaparticularbrande)howfamiliarpeoplearewithabrandBRANDVocabularyBrandmanagement6launch7lifecycle8range9placement10endorsementf)thesetofproductsmadebyacompanyg)theuseofawell-knownpersontoadvertiseproductsh)whenproductsareusedinfilmsorTVprogramsi)theintroductionofaproducttothemarketj)thelengthoftimepeoplecontinuetobuyaproductPRODUCTVocabularyBrandmanagementBCompletethesesentenceswithwordpartnershipsfromExerciseA.BRAND1ThecreationofVirginCola,VirginAir,VirginRailandVirginBrideisanexampleof_______________.2ConsumerswhoalwaysbuyLevi’swhentheyneedanewpairofjeansareshowing_______________.3Notenoughpeoplerecognizeourlogo;weneedtospendalotmoreonraising_________________.brandstretchingPRODUCT1DavidBeckhamadvertisingVodafoneisanexampleof______________________.2A__________________consistsofintroduction,growth,maturityanddecline.3TheuseofBMWcarsandNokiaphonesinJamesbondfilmsareexamplesof___________________.brandloyaltybrandawarenessproductendorsementproductlifecycleproductplacementListeningWhybrandsmatter?ASandraGreavesisaconsultantatWolff-Olins,aleadinginternationalbrandconsultancybasedinLondon.Shetalksaboutwhyweneedbrands.Listenandcompletetheseextracts.1Brandsareallabout__________________.2Youknowwhatabrandis_________,whatit________,whatit’sgoingto__________.3Youactuallytrustitto___________________________again.4Onethingaboutbrandsistheyaddalotof__________and_______________and________,aswellasgivingyouthepowerto____________things.trustaboutmeansdeliverdelivertimetimeandcolorenjoymentfunchooseListeningWhybrandsmatter?BListentothesecondpartoftheinterviewandtickthepointsbelowwhichSandramakes.1Peopleareveryloyaltosuccessfulbrands.2Evensuccessfulbrandsareseenasjustaproductoraservice.3Applewaspopularbecauseitwasn’tabigcorporation.4ApplecustomersfeltthattheMacwasaneasyproducttouse.√√ListeningWhybrandsmatter?CListentotheexampleSandragivesofhowWolff-Olinshelpedacompanywithitsbrandingandaswerthesequestions.1Whatwasthecompany?2Whatisitsbusinesssector?3Whatadvicedidtheyreceive?OrangeMobilephonesNottocalltheserviceMicrotel,buttocreatesomethingcompletelynew,basedontheideaofoptimism.ReadingOutsourcingproductionAWhydosomecompaniesmakeluxuryproductsabroadratherthanathome?BReadthearticleandanswerthesequestions.1Whichbrandsarementioned?Whichcountryiseachofthemfrom?Coach–USA,Burberry–UK,Gucci–Italy,Prada-Italy2Whichcompaniesmakealloftheirproductsintheirowncountry?Gucci:SergeWeinbergofPPRsays‘itwillnotmoveGucci’sproductionoffshore’.(line52)ReadingOutsourcingproductionCWhichofthefollowingstatementsaretrue?1CoachonlongerhasfactoryinPuertoRico.2Coach,likemanyothercompanies,isoutsourcingitsproductstoreducecosts.3SomeJapanesepeoplechoosetobuyBurberryproductsmadeinEuroperatherthaninJapan.4Sanyo’sstoreinTokyosellsBurberryproductsmadeonlyinAsia.5AccordingtoDomenicoDeSole,thebestluxuryproductsaremadeinJapan.6Gucciisplanningtooutsourcesomeofitsproducts.7PatrizioBertellibelievesthatluxuryfashionproductsshouldalwaysbemadeinEurope.8AmitavaChattopadhyaysaysthatcompaniesneedtopaycarefulattentiontowheretheymanufacturetheirproducts.truetruetruefalsefalsefalsefalsetrueReadingOutsourcingproductionDChoosethebestsummaryofthearticle.a)Mostmanufacturersofluxurybrandsdonotwishtoproducetheirgoodsinlow-costcountriesbecausetheybelievethatitwilldamagetheirbrandimage.b)Mostmanufacturersoftopbrandsnowproducetheirgoodsinlow-costcountries.Consumersnolongercareaboutwheretheproductsaremanufactured.c)AsianconsumersthinkthatEuropeanluxurygoodsareofh