研究生商务英语课件BusinessEnglishUnit1Brands

Unit1:Brands“Trulygreatbrandsaremorethanjustlabelsforproducts.”——-TonyO’Reilly(1936-_),IrishentrepreneurTeachingObjectivesStudentswillbeableto:1.thinkandtalkabouttheirownattitudetowardbrands;2.becomefamiliarwiththebasicvocabularyrelatedtobrands;3.understandthearticleMadeinEurope;4.discussmorefreelyonbrand-relatedissues;5.writeanemail:solutionstoCaferoma'sproblems.KeyWordsinThisLessonBrands(partnership)partnershipTypesofproductsandbrandsStepOne:Studentswillberandomlydividedinto4or6groups(usingcutmaps).Eachgroupwillhaveonetypeofproduct.Studentsthenwillbeaskedtosuggestoneortwobrandsforeachcategoryandexplainwhytheychosethebrandstheydidandiftheyhaverecentlyboughtanyofthem.BusinessEnglish(Card1)Step2MakelistsofSsfavoritebrandsandanswerthefollowingquestionsonpage6.1.Aretheyinternationalornationalbrands?2.Whatimageandqualitiesdoeseachonehave?Usethefollowingwordsandexpressionstohelpyou3.Whydopeoplebuybrands?valueformoneyluxurioustimelesswell-madetopoftherangedurableinexpensivecoolreliablestylishfashionablewell-designed4.Whydoyouthinksomepeopledislikebrands?5.Howloyalareyoutothebrandsyouhavechosen?Forexample,whenyoubuyjeans,doyoualwaysbuyLevi’s?Step3VocabularyLearningFinishDescribingbrandsinMarketLeaderVocabularyinUnit1(inCD-Rom)Step4Theexpressionsonpage6willbewrittenononesideoftheboardaskeyvocabularyrelatingtobrands.Step5?Listento2speakerstalkingaboutbrands.Whatreasonsdoeseachpersongiveforlikingordislikingbrands?likes:guaranteeofgoodquality,reliable,attractattention,stylishandgooddesign,impressotherpeople...dislikes:freeadvertising,nottoimpresswithlogos,don'twanttoseethesamethings,genuine/illegal,inflatedprice...Whichspeakerdoyouagreewith?Why?Step6VocabularyLearning—brandmanagementGroupWork(4groups)Eachgroupwillbegivenacardandfinishthetaskoncard2.Card2inUnit1.docbrandandproductCompletethesesentenceswithwordpartnershipsfromExerciseAonpage7.Additionalvocabularylearning—BrandManagement—VocabularyinUnit1inCD-Rom.Step7:2.Examplesofoutsourcing?1.WhatisOutsourcing?幻灯片164.FinancialTimesReading:OutsourcingProduction3.LuxuryGoods-Card3inUnit1.docNewwordsandexpressions:1.super-luxurybrands:n.2.grossmargins:n.3.plant:n.4.retailvalue:n.5.snob:n.6.flagship:n.7.offshore:a.8.roundthecorner:a.9.quality:a.10.cardinal:a.超级奢侈品牌毛利润工厂零售价值／市值势力的人旗舰店境外的即将来临的高质量的极其重大的Pleasegothroughthetext,findoutthefollowingwordsandexpressions&guesstheirmeanings:Whatisoutsourcing外部采购/外包?Outsourcingcanbewherecompaniesstopmakinggoodsorpartsforthesegoodsandsubcontractthisworktoothercompanies,whichmayormaynotbeinthesamecountry.Butinthisarticletheideaisverymuchthattheluxurygoodscompaniesaresubcontractingtocheapersuppliersabroad.QuestionsWhydosomecompaniesmakeluxuryproductsabroadratherthanathome?IfyouboughtaBurberryorGucciproduct,wouldyoumindwhereitwasmade?LanguagePointsoutsourcing:外部采购/外包Thebuying-inofcomponents,finishedproductsandservicesfromoutsidethefirmratherthanself-supplyfromwithinthefirm.从企业外部买进零部件、制成品和服务，而不是由企业内部自己供应。Insomecasesthisisdonebecauseitismorecost-effectivetouseoutsidesuppliersorbecauseoutsidesuppliersaremoretechnicallycompetentorcansupplyagreaterrangeofitems.在某些情况下这样做是因为使用外部供应商更有成本效益，或者外部供应商在技术上更有竞争力，或者外部供应商可以提供更大范围的产品。Forexamplein2000theBankofScotlandsigneda10-yearoutsourcingagreementswithIBMwhichinvolvesIBMtakingovertheBankofScotland’scomputersystemsandoperatingthem.例如，2000年，苏格兰银行与IBM签订了一份为期10年点外部采购协议，包括由IBM接管并操作苏格兰银行的计算机系统。ThedealwillenabletheBankofScotlandto“save”upto£150milliononitsinformationtechnology(IT)costsaswellasbeingabletodrawonIBM’sexpertisetocreateamoretechnicallyadvancedITinfrastructurethanitcouldhaveachievedonitsown.这项交易使苏格兰银行在其信息科技（IT）成本上“节约”了多达1.5亿英镑，并且苏格兰银行可以利用IBM的专业知识，来创建一个（比它自己可以做到的）技术上更加先进的IT基础设施。Onthedebitside,however,relianceonoutsidesuppliersmaymakethefirmvulnerabletodisruptionsinsupplies,particularlymisseddeliverydates,problemswiththequalityofbought-incomponents,and“unreasonable”termsandconditionsimposedbypowerfulsuppliers.然而，另一方面依靠外部供应商可能使得厂商容易受到供应中断的破坏，特别是延迟交货期限、买进的零部件有问题，以及强大的供应商强加“不合理”的条款和条件。ThedecisiontoproduceinternallyoroutsourcewilldependuponthecombinedproductioncostsandTransactionCostsofthealternativesupplysource.进行内部生产还是外部采购，其决定有赖于其他供应渠道的生产成本和交易成本之和。FinancialTimesTheFinancialTimes(FT:《金融时报》)isaUKEnglishlanguageinternationaldailyen.wikipedia.org/wiki/Newspaperwithaspecialemphasisonbusinessandeconomicnewsinternationally.Thepaper,publishedbyPearsoninLondon,wasfoundedin1888byJamesSheridanandHoratioBottomley,andmergedwithitsclosestrival,theFinancialNewsin1945.(whichhadbeenfoundedin1884)ReadandAnswer(p.8):1.Whydosomecompaniesmakeluxuryproductsabroadratherthanathome?2.Whichbrandsarementioned?Doyouknowwhichcountryeachisfrom?3.Whichcompaniesmakealloftheirproductsintheirowncountry?Itischeaper,mainlybecauseofcheaperlabourCoach-US,Burberry-UK,Gucci-Italy,Prada-ItalyGucciandPradaReadandTranslate:1.Almosteveryfashionlabeloutsidethetopsuper-luxurybrandsiseitheralreadymanufacturinginAsiaorthinkingofit.(para.1)除顶级奢侈品牌之外的几乎每个时尚品牌都已经在亚洲生产或正在考虑去亚洲生产。2.InMarch2019itcloseditsfactoryinLares,PuertoRico,itslastcompany-ownedplant,a