体验商务英语综合教程三(第二版)答案Unit 1 Brands

Office:明德楼-524Email:sharonshu55@gmail.com* 1.CourseOverview 2.CourseObjectives 3.BasicRequirements 4.Assessments OverviewBusinessEnglishStartingupSkillsReadingCaseStudyLanguageReviewListeningVocabularyOverviewBusinessEnglishMoneyAdvertisingTradeCultureBrandBusinessEthicsCourseOverviewCovervariousfunctionalareas:marketing,advertising,humanresources,production,tradeandetc.Focuson:businessknowledgeandcommunicationskills；analyticalskillsandproblem-solvingskills.DesignedforstudentswhowanttoimprovetheirconfidenceandabilityinconductingbusinessinEnglish.2.CourseObjectives Toknowmoreabouttheinternationalbusiness; ToenlargeBusinessEnglishvocabularyanddeveloplanguageskills; Toimprovepracticalabilitiesofcommunication,analyzingandteamworkspiritbymeansofcasestudyandtask-orientedteaching. Next Languageabilities: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:whatmakestheconsumerliketheproduct Brandimage:whatmakestheconsumertrusttheproduct Consumerneeds/beliefs:whatmakestheconsumervaluetheproduct DiscussionWhydopeoplelikebrands?-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,DonP8 Startingup3.Categoryofbrand--makeupTop-end(upmarketbrand):Dior,Lancôme,Chanel,SK-II,ShiseidoMid-range:Nivea,Revlon,Olay,PondsBottom-end(downmarketbrand):Dabao,CaishiVocabularyBrandmanagement4AMatchthesewordpartnershipstotheirmeanings.1loyalty2image3stretching4awareness5name thenamegiventoaproductbythecompanythatmakesit usinganexistingnameonanothertypeofproduct theideasandbeliefspeoplehaveaboutabrand thetendencytoalwaysbuyaparticularbrand howfamiliarpeoplearewithabrandBRANDVocabularyBrandmanagement6launch7lifecycle8range9placement10endorsementf)thesetofproductsmadebyacompanyg)theuseofawell-knownpersontoadvertiseproductsh)whenproductsareusedinfilmsorTVprogramsi)theintroductionofaproducttothemarketj)thelengthoftimepeoplecontinuetobuyaproductPRODUCTVocabularyBrandmanagementBCompletethesesentenceswithwordpartnershipsfromExerciseA.BRAND1ThecreationofVirginCola,VirginAir,VirginRailandVirginBrideisanexampleof_______________.2ConsumerswhoalwaysbuyLevi’swhentheyneedanewpairofjeansareshowing_______________.3Notenoughpeoplerecognizeourlogo;weneedtospendalotmoreonraising_________________.brandstretchingPRODUCT1DavidBeckhamadvertisingVodafoneisanexampleof______________________.2A__________________consistsofintroduction,growth,maturityanddecline.3TheuseofBMWcarsandNokiaphonesinJamesbondfilmsareexamplesof___________________.brandloyaltybrandawarenessproductendorsementproductlifecycleproductplacementVocabularyBrandmanagement4CCompletethesesentenceswithwordpartnershipsfromthelist.1Levis,whichhasbeenestablishedforover100yearsandisworld-famous,isa_____________.2Theaimoftheadvertisingcampaignistoenhance_____________sothatconsumersbecomemorefamiliarwithourcoffeeproducts.3Volvo’s________isthatofawell-engineered,upmarket,safecar.4Suchardisa_______ofSwisschocolate.brandmanagerluxurybrandclassicbrandbrandawarenessbrandimagebrandstretchingbrandloyaltybrandleaderVocabularyBrandmanagement1ThemovebyYamaha(originallyaJapanesemanufacturerofmotorbikes)intobrandedhi-fiequipment,pianosandsportsequipmentisagoodexampleof________.2TocreategoodwillandtrustwithitsvaluedChineseconsumers,Nestleshouldworkhardtore-establishits_____________throughofferingqualityproducts.3CanonUSAannouncedthattheCompanyisthenumber-one_______________intheoverallcopiermarket.4Asa__________________,Johnwilltakefullresponsibilityofsettingthedirectionforthebrand’spositioninthemarket.4DCompletethesesentenceswiththeremainingfourwordpartnerships.brandstretchingbrandimagebrandleaderbrandmanagerListeningWhybrandsmatter?5ASandraGreavesisaconsultantatWolff-Olins,aleadinginternationalbrandconsultancybasedinLondon.Shetalksaboutwhyweneedbrands.Listenandcompletetheseextracts. Brandsareallabout__________________. Youknowwhatabrandis_________,whatit________,whatit’sgoingto__________. Youactuallytrustitto___________________________again. Onethingaboutbrandsistheyaddalotof__________and_______________and________,aswellasgivingyouthepowerto____________things.trustaboutmeansdeliverdelivertimetimeandcolorenjoymentfunchooseListeningWhybrandsmatter?5BListentothesecondpartoftheinterviewandtickthepointsbelowwhichSandramakes. Peopleareveryloyaltosuccessfulbrands. Evensuccessfulbrandsareseenasjustaproductoraservice. Applewaspopularbecauseitwasn’tabigcorporation. ApplecustomersfeltthattheMacwasaneasyproducttouse.√√★ListeningWhybrandsmatter?5CListentotheexampleSandragivesofhowWolff-Olinshelpedacompanywithitsbrandingandaswerthesequestions. Whatwasthecompany? Whatisitsbusinesssector? Whatadvicedidtheyreceive?OrangeMobilephonesNottocalltheserviceMicrotel,buttocreatesomethingcompletelynew,basedontheideaofoptimism.ReadingOutsourcingproduction6AWhydosomecompaniesmakeluxuryproductsabroadratherthanathome?6BReadthearticleandanswerthesequestions.1Whichbrandsarementioned?Whichcountryiseachofthemfrom?Coach–USA,Burberry–UK,Gucci–Italy,Prada-Italy▼2Whichcompaniesmakealloftheirproductsintheirowncountry?Gucci:SergeWeinbergofPPRsays‘itwillnotmoveGucci’sproductionoffshore’.(line52)ReadingOutsourcingproductionReadingOutsourcingproduction6CWhichofthefollowingstatementsaretrue? CoachonlongerhasfactoryinPuertoRico. Coach,likemanyothercompanies,isoutsourcingitsproductstoreducecosts. SomeJapanesepeoplechoosetobuyBurberryproductsmadeinEuroperatherthaninJapan. Sanyo’sstoreinTokyosellsBurberryproductsmadeonlyinAsia. AccordingtoDomenicoDeSole,thebestluxuryproductsaremadeinJapan. Gucciisplanningtooutsourcesomeofitsproducts. PatrizioBertellibelievesthatluxuryfashionproductsshouldalwaysbemadeinEurope. AmitavaChattopadhyaysaysthatcompaniesneedtopaycarefulattentiontowheretheymanufacturetheirproducts.truetruetruefalsefalsefalsefalsetrueReadingOutsourcingproduction6DChoosethebestsummaryofthearticle. Mostmanufacturersofluxurybrandsdonotwishtoproducetheirgoodsinlow-costcountriesbecausetheybelievethatitwilldamagetheirbrandimage. Mostmanufacturersoftopbrandsnowproducetheirgoodsinlow-costcountries.Consumersnolongercareaboutwheretheproductsaremanufactured. AsianconsumersthinkthatEuropeanluxurygoodsareofhighquality.ThecurrenttrendofmakingsuchgoodsinAsiacoulddamagethereputationoftheseluxurybrands.√ReadingOutsourcingproductionLookforwordsandphraseswhichmeanthefollowing: 1.brand 2.thedifferencebetweenpriceandcostofproduction 3.factory 4.subcontracts 5.makingwiththepermissionofthebrandowner 6.themostimportantbranchofaretailchain6E Label2.grossmargin3.plant4.outsources5.produceunderlicense6.FlagshipstoreLanguagereviewPresentsimple&presentcontinuousThepresentsimpleandthepresentcontinuoushaveseveraluses.Weusethepresentsimpletogivefactualinformation,forexampleaboutcompanyactivities.Manyluxurybrandsmaketheirproductsinlow-costmarketsabroadratherthanathome.BurberryhasmanyAsianlicensingarrangements.Coach,theUSleathergoodsmaker,outsourcesallitsproductstolowerthecosts.Weusethepresentsimpletotalkaboutroutineactivitiesorhabits.Mr.Hensonalwaysarrivesattheofficeat8:30.TheyusuallygooutonSundays.Isometimesgoexercisinginthefitnesscenterafterwork.LanguagereviewPresentsimple&presentcontinuousWeusethepresentcontinuoustotalkaboutongoingsituationsandprojects.ManyEuropeanfashionlabelsareeitheralreadymanufacturinginAsiaorthinkingaboutit.Coach,likemanyothercompanies,isoutsourcingitsproductstoreducecosts.Scientistsaretryingtoworkoutnewwaystoprotecttheenvironment.Weusethepresentcontinuoustotalkabouttemporarysituations.Iamteachinganadultclassthisweekend.SheisworkinginMcDonaldduringthesummerholiday.Heislivingwithhisunclenow.Thefactoryisworkingroundtheclocktomeettherisingdemand.LanguagereviewPresentsimple&presentcontinuousAWhichofthetimeexpressionsareusuallyusedwiththepresentsimple?Whichareoftenusedwiththepresentcontinuous?Whichareusedwithboth?usuallythisyeareverydaynowoftennowadaysonceamonthcurrentlyatthemomentthesedays(PS)(PC)(PS)(PC)(PS)(PC)(PS)(PC&PS)(PC&PS)(PC&PS)LanguagereviewPresentsimple&presentcontinuousBCompletethesentenceswiththepresentsimpleorthepresentcontinuousformsoftheverbsinbrackets.1a)Thisyearwe____________(try)todevelopabrandwithpersonality.b)Weusually___________(develop)brandsthatsaysomething.2a)Powerfulbrandnames__________(create)strongconsumerloyalty.b)Atthemomentwe_____________(look)foranewbrandnamethatsuggestssomethingabouttheproduct’sbenefitsandqualities.3a)L’Oreal________(sell)cosmeticsandtoiletriestoconsumersaroundtheworld.b)ThisyearL’Oreal_______________(invest)over₤180minR&D.4a)Themarketingdepartmentalways__________(keep)withinitsbudget.b)Becausethecompanymadealosslastyear,themarketingdepartment____________(try)toreducecosts.aretryingdevelopcreatearelookingsellsisinvestingkeepsistryingLanguagereviewPresentsimple&presentcontinuousCCompletethetextbelowwiththepresentsimpleorthepresentcontinuousformsoftheverbsinbrackets.AtthemomentI_____________(work)foracosmeticscompany.Weofferafullrangeofcosmeticproductsand________(sell)cosmeticsandtoiletriesaroundtheworld.Ourmaincosmeticsbrand_____________(dominate)theFrenchmarketandit_____________(do)wellintherestofEuropeatthemoment,too.Infact,thebrand______________(become)moreandmorepopularthroughouttheworldandourmarketshare____________(grow)everyday.Weusually__________(develop)and___________(extend)productsunderourexistingbrandname.Thebrandisdistinctiveand_________(stand)outfromthecompetition.However,thisyearwe_____________(create)acompletelynewbrandofcosmetics.amworkingselldominatesisdoingisbecomingisgrowingdevelopextendstandsarecreatingLanguagereviewPresentsimple&presentcontinuous Homework 1).Grammar:ExB,ConP9 2).Discussion:TwopromotionsExA,BonP10 3).GlossaryP164-165LanguagereviewPresentsimple&presentcontinuous 商标的故事DiscussionTwopromotions7Case1HarleyDavidsonHarley-DavidsonIncisanAmericanmotorcyclemanufacturerandwasoneofthetwomajorAmericanmotorcyclemanufacturerstosurvivetheGreatDepression.Thecompanysellsheavyweightmotorcyclesdesignedforcruisingonhighways.Harley-DavidsonmotorcycleshaveadistinctivedesignandreflectthestylesofclassicHarleydesigns.MarlonBrandoEltonJohnTheRollingStonesDiscussionTwopromotionsQuestions1WhatisthebrandimageofHarleyDavidson?2Whyweremanypeopleunhappyaboutthemusicattheparty?3WhatproblemcouldHarleyDavidsonhaveinthefuture?4WhatcanHarleyDavidsondotopreserveitssales?Shoulditchangeitsbrandimage?Shoulditlookfornewmarketsegments?Shoulditstretchitsbrand?ItisbasedonthespiritofwildandrebelliousyouthsuchasMarlonBrandointhefilm‘TheWildOne’.BecausetheperformerwasEltonJohn,nottheRollingStones.Theircustomerswillbegettingolder,andtheirmarketshrinking.Theycouldtrytoappealtoyoungercustomers,butthismayputoffexistingandpotentialolderones.DiscussionTwopromotions7Case2JCB,alsocalledJ.C.Bamford,aBritishmanufacturerofheavyindustrialandagriculturalvehicles;henceJCBcanalsomeanabackhoe反向铲digger/excavatorinBritainandEurope.JCBDiscussionTwopromotionsQuestions WheredoesthenameJCBcomefrom?WhatwassurprisingaboutJCB’scustomerresearch?WhatsortofproductsdoyouthinkJCBdevelopedasaresultofitsresearch?Canyouthinkofasimilarexampleofbrand-stretchinginyourcountry?Itcomesfromthenameofitsfounder.Adultsandchildrenhadverydifferentimagesofthecompany.AdultssawthebrandasbeingveryBritish,withanimageofqualityandbeingfunctional.Children,ontheotherhand,sawthebrandas‘big’,‘muddy’and‘fun’.SkillsTakingpartinmeetings8AListentotheconversationandanswerthequestions.1WhydothemarketingexecutivesatMarvelPlcwanttolicensetheir‘LucFontaine’productrange?Becausetheywanttoincreasetheirrevenue.2WhatadvantagesdoesSusanLioffertoMarvel?She’swell-knowninAsiaandhasanexcellentreputationintheindustry.She’sgotamodernfactoryandalargecustomerbase,andisgoodatmarketingandhard-working.3AccordingtoBarbara,whatisthedisadvantageofofferingalicensetoSusanLi?Allherproductssellatthelowerendofthemarket.They’reinthecheaperpriceranges.ButtheLucFontainerangeisexclusivesoitisnotagoodmatchforwhatshe’sselling.4WhatsuggestionsdoesBarbaramaketohercolleagues?ShesuggeststheycontactHiroshiTakahashiinNagoya.Hehasahealth-carecompanythatisdoingreallywell.Hemakesvariousskinproductsandsellsthemunderwell-knownEuropeanlabels.SkillsTakingpartinmeetings8BMarciaAlain,how...............................aboutthis?Isshetherightpersonforus?AlainDefinitely.Inmyopinion,she’sideal.MarciaRight.Valerie,what.................................?ValerieI.................becauseshe’sverygoodatmarketing.I’vemetherseveraltimes.MarciaBarbara,you’reshakingyourhead.........................…………..?BarbaraI’m................................agree.Idon’tthinkshe’ssuitableatall.MarciaSowhatdoyousuggestthen?Barbara........................................findsomeoneelse.Idohavesomeoneinmind.BarbaraInmyopinion,hiscompanyhasalottooffer.......………………meethimandseeifhe’sinterested?Listenagainandcompletetheextracts.doyoufeeldoyouthinkagreeWhat’syouropinionafraidIcan’tIthinkweshouldWhydon’tweSkillsTakingpartinmeetings8CWhichofthephrasesinExerciseBare:1askingforopinions?3agreeingordisagreeing?2givingopinions?4makingsuggestions?DRoleplaythissituation.Jonson,alargedepartmentstoreinChicago,USA,islosingmoney.Itsmainproductareasarefood,clothingandhouseholdfurniture.Seventypercentofitsrevenuecomesfromclothing,twenty-twopercentfromfoodandeightpercentfromfurniture.Threedirectorsofthecompanymeettodiscussthecompany’sproblemsandhowtosolvethem.StudentA:turntopage141StudentB:turntopage147StudentC:turntopage1491,2,433,56,7CASESTUDYCaferomaBackgroundPanEuropeanFood&DrinkCompanyCoffeeCaferomaExclusive,Italian-style,groundcoffeeforgourmetsStrongflavor,slightlybittertasteHighTurin,ItalyCASESTUDYCaferomaProblemsItsshareoftheEuropeanqualitygroundcoffeemarkethasdeclinedbyalmost25%.Brandloyalty:Peoplepreferlower-pricedcoffeeproducts.Price:Similarproductsareofferedatmuchlowerprices.Copycatproducts:OtherbrandsofItalian-stylegroundcoffeeare30–40%cheaper.Brandimage:Caferomaisoutofdate.Tooexpensive&outofdateCASESTUDYCaferomaPossiblesolutionsChangethetargetmarketlowerthepriceby20–30%LaunchanewadvertisingcampaignSellCaferomaunderdifferentbrandnamesatlowerpricesSellCaferomaundersupermarkets’ownlabelsMakeinstantordecafcoffeeproductsunderCaferomabrandAllowcoffeeequipmentmanufacturerstousethebrandontheirproductsCASESTUDYCaferomaClaudia,Caferoma’sMarketingManager,hassomerecentnewsfromoneofCaferoma’sbiggestcustomers,MajesticHotels,amajorEuropeanhotelchain.ShediscussesthenewswithCaferoma’sSalesDirector,Pietro.Listentotheirconversation.Howdoesthisnewinformationaffectyourdecisions?CASESTUDYCaferomaTaskYouaremembersofPEFD’sEuropeanmarketingteam.HoldaninformalmeetingtodiscussCaferoma’sproblems.Decidewhatactionsarenecessarytostopthedeclineintheproduct’smarketshareandtoincreaseprofits.*