新職業(yè)英語(yǔ)視聽說(shuō)教程2Unit 5課件

1、After studying this unit, you should be able to:,introduce a brand compare different brands know about trademark protection know about sole agency understand some basic anti-counterfeiting measures,In Class Period 1: Listening 1 Speaking 1 (Task 1-2) Period 2: Watching 1 Speaking 1 (Task 3-4) Period

2、 3: Listening 2 Speaking 2 (Task 1-2) Period 4: Watching 2 Speaking 2 (Task 3-4) After Class Unit File + Supplementary Listening + Project,Teaching Plan,Teaching Plan,Knowledge Get a general idea of the factors to consider in branding. Skills Learn to understand the preliminary evaluation of a new b

3、rand. Be able to learn the basics about registering a trademark. Learn how to conduct a market survey. Understand and introduce a brands history/background.,Outline,1,2,1,2,1,2,Part1- Listening Part2- Watching Part3- Speaking,Brand,Lead-in,As a company develops, the logo or the brand of the company

4、will change along with the development. Today, several logos of world-famous companies will be shown to you. Take a good look and see if you can find out what are the differences between them and tell us what company they are.,Brand,Lead-in,Pepsi,BMW,Brand,Lead-in,Mercedes-Benz,Apple,Brand,1. Warmin

5、g-up,Brand Evaluation,Do you know what these products are? Can you identify their brands and tell where they originated from?,DOVE UK/Netherlands (Unilever),1.,2.,3.,OLAY US (Proctor you might regret it later. 不要匆匆忙忙結(jié)婚，不然你以后也許要后悔的。,Watching 2,Task 1,2. Extensive Watching,Brand Growth,The Sales a. 偽造

6、的；仿造的 n. 偽造物；假冒物 This coin is acounterfeit. 這枚硬幣是偽造的。 fake a. 偽造的；冒充的 These arefakediamonds. 這些是假鉆石。 trick v. 欺騙；欺詐 He even shabbilytricked his father. 他甚至卑鄙地欺騙了他的父親。,Watching 2,Task 2,New Words & Expressions,4.scalp n. 頭皮 He was rubbing his sorescalp. 他正揉著發(fā)痛的頭皮。 5.image n. 圖像；影像 I have thisimageof

7、you as always being cheerful and optimistic. 你留給我的印象總是快活和樂(lè)觀的。 dedicate v. 致力于；獻(xiàn)身于 She vowed to herself that she woulddedicateher life to scientific studies. 她默默地發(fā)誓要獻(xiàn)身于科學(xué)研究。,Watching 2,Task 2,New Words & Expressions,combat v. 與斗爭(zhēng) The police are now using computers to helpcombatcrime. 警方現(xiàn)在使用電腦打擊犯罪活動(dòng)。

8、community n. 團(tuán)體；社團(tuán) They soon became fully integrated into the localcommunity. 他們很快就完全融入了當(dāng)?shù)厝说娜ψ印?identify v. 認(rèn)出，識(shí)別 Would you be able toidentifythe man who robbed you? 你能夠認(rèn)出那個(gè)搶你東西的人嗎？,Watching 2,Task 2,New Words & Expressions,in practice 實(shí)際上；在實(shí)踐中 It sounded like a good idea, butinpracticeit didnt work

9、. 這聽起來(lái)像是個(gè)好主意，但做起來(lái)卻行不通。,Watching 2,Task 2,Anti-Counterfeiting Measures,Watching 2,Task 2,2. Extensive Watching,Bruce is discussing the anti-counterfeiting measures with two managers. Watch the video clip and match the people with their proposals.,Script,What did the customer complain about to the Cus

10、tomer Service Office? Why does Bill say the customer must have been tricked? Whats the difference between the fake shampoo and the real one?,Anti-Counterfeiting Measures,Watching 2,Task 2,3. Intensive Watching,Script,Watch the video clip again and answer the following questions.,She complained that

11、she bought a fake bottle of Joyce shampoo.,Because theyve never promoted Joyce outside the major supermarkets and department stores.,The printed brand name on the fake bottle is “J-o-y-s-e”, not “J-o-y-c-e”.,Anti-Counterfeiting Measures,Watching 2,Task 2,3. Intensive Watching,Script,Watch the video

12、clip again and answer the following questions.,Whats the percentage of counterfeit brand products in China? What does Bruce suggest establishing for consumers to identify real products and make complaints?,About 15 percent of brand products.,A web-based community.,Anti-Counterfeiting Measures,Watchi

13、ng 2,Task 2,4. Language Summary,Read aloud the following sentences, paying special attention to the italicized adverbs at the beginning of each sentence.,Actually she didnt notice the trademark. In practice, it isnt unusual to see the same trademark on fake products. Therefore we created our tradema

14、rk with new printing technology to show a 3D image Whats more, we can turn to laws to solve the problem if necessary. Besides, we and other companies can work together to form a special industry-wide organization dedicated to combating the problem.,Speaking 2,1.Work in pairs. Complete and practice t

15、he following interview with your partner in turn.,Manager: Hello. Im proud to launch 1 _ perfumeMagic. Journalist: I have a question. Why did you use Magic as 2 _? Manager: It originated from our companys 3 _ Making every day magic! Journalist: Interesting! How do you make it? Manager: 4 _. The inve

16、ntion of it is based on the research of mood. Wearing Magic on different parts of the body will bring about different feelings and moods. Journalist: Thats great! Ive never heard of that. Manager: That means, if you feel sad someday why not try Magic and 5 _? Journalist: I cant wait to try it now. 6

17、 _? Manager: To make it a popular brand here in China and hopefully beyond.,our new,the brand name,slogan,It has unique functions,you will have a magic enjoyable feeling,Whats your vision for it in the future,Speaking 2,2. Work in pairs. Suppose you are applying to be the sole agent of Magic in Chin

18、a. Role-play the conversation according to the following steps.,Greet.,Show the desire to be the sole agent.,Accept and express thanks.,Make an appointment for further details.,Speaking2,Sample,A: Havent seen you for ages, Mr. Chen. How are you getting along with your business? B: Not bad. The sales

19、 of Magic have been rising rapidly this year. A: Im pleased to hear that. I would like to discuss with you the problem of agency for Magic. B: Yes you mentioned that in your previous email. A: We would be glad if you would consider our application for the sole agent of Magic in China. B: Thank you f

20、or your confidence in us! We appreciate your good intentions in pushing the sales of our product. A: If you offer us the agency, well spare no efforts to further your interests. B: Thats great. Id like to stress that as our sole agent you could not sell similar products from other manufacturers. A:

21、Certainly not. Shall we meet again next week for further discussion of the details? B: No problem.,Speaking 2,3. Work in pairs. Arrange the following steps of brand growth in the correct order. Then retell the process to your partner.,Sell well and gain a good reputation in the market. Reach the loy

22、alty stage. 2. Get to be perceived and known by customers. 3. Develop acceptance through product exhibitions, ads and so on. 4. Be understood and trusted by customers.,Speaking 2,Sample,First, we must ensure our products are perceived and known by customers. Then, we should try to make them understo

23、od and trusted by customers. Next, we should develop acceptance through product exhibitions, ads and so on. Finally, the products need to sell well and gain a good reputation in the market in order that we can reach the loyalty stage.,Speaking 2,4. Work in groups. Suppose one of your friends has bou

24、ght a fake product. Form a group of 3-4 students and discuss what the most effective anti-counterfeiting measure is. Then choose one member to present your ideas to the whole class. Your presentation should involve the following aspects.,Description of the bad experience General solutions The most e

25、ffective anti-counterfeiting measure Expectation,Speaking 2,Sample,The other day my friend bought a bottle of Lux shower gel from an online store. After she received the product she found the package looked OK but the smell was different. The most terrible thing was that she came out in a rash after

26、 using it. She must have been tricked and bought a fake product. The general solution to this problem is complaining to the Customer Service Department of the vendor. Some customers choose to complain to the manufacturer. Few people consider turning to legal action. We think the most effective anti-

27、counterfeiting measure is to enforce strict policies to prevent counterfeits from being produced. It is hoped that government can set up a central enforcement agency and data base to help bring legal action against the offenders.,Brand,Script,1. What do they think is an important variable in their m

28、arket?,Price.,2. When can they increase their price?,When they hit a record and have a good customer base.,3. Whats their main strength?,Young consumers.,Script,1. Whats the goal of HTC?,Bring the power of computing into the hands of people around the world.,2. From the beginning, what were they des

29、igning?,Worlds first touch and wireless handheld devices.,3. How could HTC produce one of the most popular touch experience devices of the time?,For reaching out to their partner and setting no limit of interaction.,Fun Time!,Script,Brand,Listening 1,Task 1,Brand Evaluation,(Mr. Anderson is asking t

30、he R secondly, to send samples to existing customers and get their reactions. Bruce: And what did they find out? Maxwell: People were willing to try Joyce because of its Chinese herbal ingredients. They particularly noticed its fresh natural fragrance and found it was effective in preventing hair lo

31、ss. They approved of it!,BACK,Brand,Listening 1,Task 1,Bruce: The results are quite impressive. Im sure the potential is there. Maxwell: Yes. But our preliminary research only involved our existing customers. I believe Joyce will bring in even more customers in the wider market. Bruce: Great! By the

32、 way, we should consider trademark protection now. Maxwell: Right.,Brand Evaluation,Brand,Listening 1,Task 2,Trademark Registration,(Maxwell is calling the company solicitor, Mr. Roy Li, to register the trademark for Joyce.) Roy: Good morning. Roy Li speaking. Maxwell: Hello, Roy. This is Maxwell. I

33、m calling to inquire about trademark registrations. You know, we have a new brand of shampoo. Roy: Ah, so you expect it to do well? Yes, we should get the patent and trademark registered. Maxwell: Yes. We need to protect our rights and profits. So, Roy, can you tell me what we need to do? Roy: With

34、pleasure. Its not that complicated. First, we need to contact the Trademark Office and fill out their standard forms. Maxwell: Sounds quite simple. Is there a time limit for trademark protection? Roy: In China, protection is limited to 10 years by law. But trademark rights can be renewed. Maxwell: T

35、hats great.,Brand,Listening 1,Task 2,Trademark Registration,Roy: Dont worry. Ill send you a brochure this afternoon which will give you some basics about the Trademark Law. And Ill get hold of the forms and bring them to your office. Maxwell: Thatll be very helpful. Thank you! Roy: Youre always welc

36、ome. Lets make an appointment to talk about the details and complete the forms later this week, if you like. Maxwell: OK.,Brand,Watching 1,Task 1,Market Survey,(To make more competitive marketing strategies for Joyce, Bill asks Frank and his colleagues to conduct surveys in a shopping mall.) Frank:

37、Good morning, Miss. Im from TAF. Heres my card. Do you mind my asking you a few questions? Customer: Not at all. Frank: Were conducting a small survey. Would you please tell me which brand of shampoo you usually use? Customer: I like Lux. But sometimes I choose other brands. Frank: May I know why yo

38、u prefer Lux? Its more expensive than other brands on the market. Customer: Well, I think its top grade in the world of hair care. My hair is more beautiful since Ive been using it. Frank: Which other brands have you tried before?,BACK,Brand,Watching 1,Task 1,Market Survey,Customer: Quite a few, suc

39、h as a famous Chinese brandBawang. Its good quality and the herbal fragrance lasted all day. It was very refreshing. Frank: So, will you use it in the future? Customer: Maybe, because my family like it. But I think its rather expensive as a China-made product. Frank: I see. Your comments are most va

40、luable. Here are some samples of our new-brand shampooJoyce. I hope youll enjoy them. Customer: Thank you. Good luck!,Brand,Watching 1,Task 2,Pricing & Branding,(Based on the information collected from the surveys, the Sales & Marketing Department is holding a meeting to readjust the branding and pr

41、icing of the shampoo.) Bill: Everyone, were discussing the marketing policy for Joyce today. Wed better start with price and product positioning. Lisa, could you take notes? Lisa: I will. Bill: I think the price is the key. We just have to keep it in the 30-50 yuan range. Any suggestions? Frank: I a

42、gree with that. We should present Joyce as a high-quality premium product at an affordable price. Thatll help market penetration. Jenny: Right. We can also offer discounts for large purchases so shops can offer promotions. Bill: OK. Jenny, will your team work on the details and present a report at t

43、he end of the week? Jenny: No problem.,Brand,Watching 1,Task 2,Pricing & Branding,Bill: Now how are we going to describe the product? Jenny: We should emphasize the function of Chinese herbal ingredients. Together they restore health and beauty of the hair. Bill: How about the slogan “Eastern Legend

44、”, followed by a list of appealing features? All: Yes. Thats great! Bill: OK, so now lets talk about promotion and place. Frank:Maybe we can start out with poster ads on buses and subways. Then we can consider prime-time TV commercials as the second step. Lisa: How about ads on the Internet? Its a p

45、opular method these days. Bill: Good ideas, but I want to see the costings. Which market are we focusing our product on first?,Brand,Watching 1,Task 2,Pricing & Branding,Jenny: Our initial target market is the domestic marketChina. Later we can roll out into the Asian market. So our first customers

46、are the main retail outlets: supermarkets and department stores, hairdressers and then spas. Bill: OK. Therell be a product launch on the 2nd of next month. So all teams need to have your preparations and presentations complete by then,Brand,Listening 2,Task 1,Brand Story,(A press launch of the new

47、shampoo, Joyce, is held in the companys Exhibition Center. Maxwell is answering questions from journalists in a Q&A session.) Maxwell: Hello, everyone. Im proud to welcome you to the launch of our Joyce shampoo. It is a newly-developed Chinese herbal shampoo with many proved and effective functions.

48、 Journalist A: Mr. Walker, why did you choose Joyce as the brand name? Maxwell: Well, its a lovely story. Its about a beautiful girl named Joyce who worked in a pharmacy as an assistant some years ago. Journalist B: So what happened? Maxwell: Joyce liked hats very much and she wore a hat every day.

49、In order to save money she often used discarded Chinese medicine to clean her hair. People didnt notice her hair until one day her hat was blown off in the wind. Journalist A: And her hair was in great condition?,Brand,Listening 2,Task 1,Brand Story,(A press launch of the new shampoo, Joyce, is held

50、 in the companys Exhibition Center. Maxwell is answering questions from journalists in a Q&A session.) Maxwell: Hello, everyone. Im proud to welcome you to the launch of our Joyce shampoo. It is a newly-developed Chinese herbal shampoo with many proved and effective functions. Journalist A: Mr. Walk

51、er, why did you choose Joyce as the brand name? Maxwell: Well, its a lovely story. Its about a beautiful girl named Joyce who worked in a pharmacy as an assistant some years ago. Journalist B: So what happened? Maxwell: Joyce liked hats very much and she wore a hat every day. In order to save money

52、she often used discarded Chinese medicine to clean her hair. People didnt notice her hair until one day her hat was blown off in the wind. Journalist A: And her hair was in great condition?,Brand,Listening 2,Task 1,Brand Story,Maxwell: Yes. A businessman passed by and saw her smooth, healthy and bea

53、utiful hair. He fell in love with her and later manufactured a new shampoo with Chinese herbal ingredients. He named it Joyce. Journalist B: So romantic! Whats your promotional slogan for Joyce? Maxwell: Smooth and healthy. Just enjoy it! Journalist B: Whats your vision for Joyce in the future? Maxw

54、ell: To make it a well-known brand in China and hopefully beyond. We hope it becomes a household name so that everyone will use it and experience a healthier and more confident lifestyle.,Brand,Listening 2,Task 2,Sole Agency,(Joyce sells well in China. The Sales & Marketing Department is planning to

55、 focus on the Japanese market. This morning Bill is meeting Mr. Martin Black, Vice President of RED from Japan.) Bill: Havent seen you for ages, Mr. Black. Welcome to Guangzhou! Martin: Thank you for inviting me to visit your beautiful city again. Bill: Its my pleasure. We hope your visit will help

56、promote the friendly relationship between TAF and RED. Well, do you know about our productJoyce shampoo? Martin: Yes. Some of our customers have already started to use it and they seem to like it. Because of this, wed be very glad to work with you in promoting Joyce. Bill: Im pleased to hear that. W

57、ed like to appoint a sole agent in Japan. Would you like to accept the sole agency rights? Martin: Yes, I think wed like to. Are there any preconditions?,Brand,Listening 2,Task 2,Sole Agency,Bill: Wed expect that annual sales would be no less than $900,000. But as you know, our agency terms are very

58、 good. Martin: Yes, youve done all right by us in the past. 900K sounds reasonable though it might not reach that in the first year. Bill: The usual conditions apply: as our sole agent, you will neither handle similar products from other brands nor re-export our products to any other area outside your own. Martin: Certainly not. You know we have always done the right thing and we have a good working relationship.,Brand,Watching 2,Task 1,Brand Growth,(The Sales & Marketing Department has successfully appointed its sole agent in Japan to