体验商务英语综合教程三(第二版)答案Unit-1-Brands

Office:明德楼-524Email:[e-mail]•1.CourseOverview•2.CourseObjectives•3.BasicRequirements•4.AssessmentsOverviewBusinessEnglishStartingupSkillsReadingCaseStudyLanguageReviewListeningVocabularyOverviewBusinessEnglishMoneyAdvertisingTradeCultureBrandBusinessEthics1.CourseOverviewCovervariousfunctionalareas:marketing,advertising,humanresources,production,tradeandetc.Focuson:businessknowledgeandcommunicationskills；analyticalskillsandproblem-solvingskills.DesignedforstudentswhowanttoimprovetheirconfidenceandabilityinconductingbusinessinEnglish.2.CourseObjectivesToknowmoreabouttheinternationalbusiness;ToenlargeBusinessEnglishvocabularyanddeveloplanguageskills;Toimprovepracticalabilitiesofcommunication,analyzingandteamworkspiritbymeansofcasestudyandtask-orientedteaching.NextLanguageabilities:1）听力能力要求：能基本听懂正常语速的一般商务活动中的电话、对话、谈判、会议发言等;2）阅读能力要求:能读懂中等难度的商务英语文章，了解作者的观点和态度。阅读速度为每分钟120-160个单词，理解准确率在75%以上。3）口语能力要求：能够用英语介绍公司状况，进行业务咨询，与客户交流，做简单的商务报告等。4）写作能力要求：能够运用所学语言知识，写出基本符合国际商务惯例、格式规范的一般性商务报告、商务信函、会议纪要和电子邮件等。5）英汉互译能力要求：能够翻译一般性商务材料。BackHighlightyourtalents–fromaMNCPracticalskills:skillsthattransferintoworkplace.Internshipisagoodwaytogethands-onexperience.Cross-culturalcommunication:beingabletoreallycommunicatewithforeignpeople.Creative/criticalthinking:Chineselearntomemorize,butMNCwanttalentswhohavetheirownideas.Teamworkandleadership:topgraduates=goodemployeessincetheyhaveworkedsohardtobethebest.Assertivenessandconfidence:evenifyouhavegoodideas,youhavetoknowhowtomakeYourselfheard.Togiveeffectivepresentationsandmakenegotiationsaredesirablewaystoimproveyourconfidence.Competence,Communication,Creation,Co-operation,Confidence•Themostimportant:3.BasicRequirements•1.TextBook(Unit1-14)•anexercisebook•2.ExtraMaterials•3.GroupWork(Dividedinto6/7groupsandaleadernominated)4.Assessments:•AcademicPerformance40%•Attendanceandpunctuality20%•Discussion,Presentation,Meetings50%•Homework,Quiz30%•FinalExam60%Unit1BrandsQuotationTrulygreatbrandsaremorethanjustlabelsforproducts.SirAnthonyJosephFrancisO'ReillyisanIrishbusinessmanandformerinternationalrugbyunionplayer.HeisknownasformerCEOandChairmanoftheH.J.HeinzCompany.PerhapsIreland'sfirstbillionaire,heremainsoneofIreland'srichestcitizens.HeispopularlyknownwithinIrelandasTonyO'Reilly.Tasks•1.Starting-up•2.Definitionandadvantagesofbrandedgoods•3.Categoryofbrand•4.Vocabulary:BrandManagement•5.Listening:Whybrandsmatter?•6.Reading:MadeinEurope•7.Discussion:Twopromotions•8.Skills:Takingpartinmeetings1Startingup1BArecentsurveynamedthebrandsbelowastheworld’stopten.Whichdoyouthinkisnumberone?Ranktheothersinorder.123567Areyousurprised?41098BrandValuerankedaccordingto:•Weight(marketshare)35%•Breadth(crosssectionofsociety)30%•Depth(brandloyalty)20%•Length(brand-stretchingability)15%2.Whatdoes“brand”mean?AdHS--Aname,animage,quality,design,service,reliability,status,priceAuniquecombinationofthreeattributes:Productbenefits:whatmakestheconsumerliketheproductBrandimage:whatmakestheconsumertrusttheproductConsumerneeds/beliefs:whatmakestheconsumervaluetheproductDiscussionWhydopeoplelikebrands?-Owninstantlyrecognisableproducts-Associatespecificqualitieswiththebrand(valueformoney,quality,safety)-Gaingreatercustomerloyalty-Makemoreprofits-Launchrelatedproductsunderthesamebrand(TCL,Midea,Evergrande/Hengda)a)Toconsumersb)Tomanufacturers-Makeshoppingaloteasier-Buyreliableproducts(valueformoney,durable,stylish,well-designed)-High-prestigebrandsenhanceone'sstatusStartingupCListentotwospeakerstalkingaboutbrands.Whatreasonsdoeseachpersongiveforlikingordislikingbrands?Speaker1:probrandsSpeaker2:antibrandsBrandedproductsareofgoodqualityandreliable;stylishandhaveagooddesign.Peoplebuybrandedproductsbecausetheywanttoshowotherstheyhavestyleandgoodtaste.Peoplebuybrandedproductsandit’ssoboring.Thepricesofbrandedproductsareinflated.Thelogo,nameandpackagingarenotworththemoney.Youcan’talwaysbuythegenuineproducts.Startingup•Homework•1).Vocabulary:BrandmanagementExA,BonP7•2).Reading:MadeinEuropeExA,B,C,DonP8Startingup3.Categoryofbrand--makeupTop-end(upmarketbrand):Dior,Lancôme,Chanel,SK-II,ShiseidoMid-range:Nivea,Revlon,Olay,PondsBottom-end(downmarketbrand):Dabao,CaishiVocabularyBrandmanagement4AMatchthesewordpartnershipstotheirmeanings.1loyalty2image3stretching4awareness5namea)thenamegiventoaproductbythecompanythatmakesitb)usinganexistingnameonanothertypeofproductc)theideasandbeliefspeoplehaveaboutabrandd)thetendencytoalwaysbuyaparticularbrande)howfamiliarpeoplearewithabrandBRANDVocabularyBrandmanagement6launch7lifecycle8range9placement10endorsementf)thesetofproductsmadebyacompanyg)theuseofawell-knownpersontoadvertiseproductsh)whenproductsareusedinfilmsorTVprogramsi)theintroductionofaproducttothemarketj)thelengthoftimepeoplecontinuetobuyaproductPRODUCTVocabularyBrandmanagementBCompletethesesentenceswithwordpartnershipsfromExerciseA.BRAND1ThecreationofVirginCola,VirginAir,VirginRailandVirginBrideisanexampleof_______________.2ConsumerswhoalwaysbuyLevi’swhentheyneedanewpairofjeansareshowing_______________.3Notenoughpeoplerecogn