国际商务英语口语实训Test-3

WorkshopofInternationalBusinessSpokenEnglishTest3PartoneInterviewExaminer’squestions(1)Doyouusuallybuythebrand-namegoods？(2)Doyouthinkthegoodswithinternationalbrandarealwaysthequalitygoods?(3)Howimportantisittobuildabrandimage?(4)Howimportantisthereputationofthebrand?Test3PartoneInterview(1)Itdepends.WhenIamgoingtohavetheeverlastinggoods,forexample,thehouseholdappliances,Iwillchoosethebrand-nameproducts.(2)Sure.Thegoodswithlowqualityareunlikelytoenjoyaninternationalbrand.(3)Inthelongrun,it'sprofitabletobuildabrandimage,especiallyforaseriesofproducts.(4)Thegoodreputationofabrandmeansthehighqualityoftheproduct.Test3PartTwoMini-presentationDirection:Inthispartofthetest,youareaskedtomakeashortpresentationonthetopicforaboutaminute.Youwillhaveaminutetopreparethis.Topic:Whatisimportantwhenmarketinganewbrand?●Ageoftargetcustomers●Howtoadvertisethebrand●DesignoflogoTest3PartTwoMini-presentationIthinkthreethingsareimportantwhenmarketinganewbrand.Thefirstthingtoconsideristheageoftargetcustomers.Thisisapartofmarketpositioning.Second,accordingtotheageoftargetcustomers,wecandesigntheappropriatelogotopublicizetheproduct.Theyoungmaylikethelivelyandnovellogo.Third,howtoadvertisethebrandisalsoimportant.Wemustdecidewheretomakeadvertisement.ItwillbeonTV,magazineornewspaper.Sothesethreethingsneedtobetakenintoconsideration.Test3PartThree:CollaborativetaskanddiscussionDirection:Acompanyisgoingtolaunchaproductwithaninternationalbrandinyourcountry.Talktogetherforabout2minutesaboutthethingstobeconsideredanddecidewhichtwothemostimportant.Herearesomeideastohelpyou.●Marketpositioning●Advertising●Packaging●Changeoflogo●Localculture●DesignTest3PartThree:CollaborativetaskanddiscussionFollow-upquestions(1)Isitnecessarytochangethelogowhenintroducingaproductwithinternationalbrandinanewmarket7(Why?/Whynot?)(2)Howimportantisittoconsiderthelocalculturewhenintroducingaproductwithinternationalbrandinanewmarket?(3)Ispackagingimportanttoanewbrand?(4)Isthereputationofthebrandimportant?(5)Whataretheeffectivewaystointroduceanewbrand?Test3PartThree:CollaborativetaskanddiscussionA:Aproductwithinternationalbrandalwaysenjoysagoodreputation.Butitisquitenewinourcountry.Somarketpositioningmustbeconsideredfirst.Wemustcarryoutmarketresearch,andthendecidewhothemostprobablebuyersare.B:Youarequiteright.Wemustaccommodatetheproducttothelocalcustomer'sneeds.Forexample,ryebreadisanAmericanfavoritefood,buttraditionallyweusetheryeasfoodforcattle.Sowemusttellourcustomersthatryeisahealthyfoodandmostsuitableforthepeoplewithdiabetes.TestPartThree:CollaborativetaskanddiscussionA:Sowesetthetargetcustomeroftheproduct.Thenwemustpublicizetheproduct.B:Exactly.Advertisingisthesecondthingtobeconsidered.ThroughadvertisementsonTV,newspaperandmagazine,peoplecanlearnabouttheproductandchangetheirviews.Thentheyaccepttheproduct.A:Sotosumup,marketpositioningandadvertisingarethetwomostimportantthingstoconsider.Test3PartThree:CollaborativetaskanddiscussionFollow-upquestions(1)No.Manypeopleknowthelogoofaninternationalbrand,butdon'tlearnabouttheproductwell.Changeoflogowillmisleadthecustomersintothinkingthattheproductisanewone.(2)It'sveryimportant.Thedesign,advertisingorlogooftheproductmaybeconsideredtobeatabooinlocalculture.(3)Yes.Packagingisachanneltoknowthebrandfortheconsumers.(4)Yes.Inmanycases,itisthegoodreputationofthebrandthatinfluencesthecustomer'spurchasingchoice.(5)Advertising,salespromotionandofferingthefreesample,etc.