體驗商務英語綜合教程三(第二版)答案Unit 1 Brands

1、Office: 明德樓明德樓 - 524Email: 1. Course Overview2. Course Objectives3. Basic Requirements4. AssessmentsOverviewBusiness English Starting upStarting upSkillsSkills Reading Reading Case StudyCase Study Language ReviewLanguage Review ListeningListening VocabularyVocabularyOverviewBusiness English MoneyMon

2、ey AdvertisingAdvertising Trade Trade CultureCulture BrandBrand BusinessBusiness Ethics Ethics 1.Course Overview Cover various functional areas: marketing, advertising, human resources, production, trade and etc.Focus on: business knowledge and communication skills；analytical skills and problem-solv

3、ing skills.Designed for students who want to improve their confidence and ability in conducting business in English. 2. Course Objectives To know more about the international business; To enlarge Business English vocabulary and develop language skills; To improve practical abilities of communication

4、, analyzing and teamwork spirit by means of case study and task-oriented teaching. Next Language abilities:1 1） 聽力能力要求：聽力能力要求：能基本聽懂正常語速的一般商務活動中的電話、能基本聽懂正常語速的一般商務活動中的電話、對話、談判、會議發(fā)言等對話、談判、會議發(fā)言等; ;2 2） 閱讀能力要求閱讀能力要求: :能讀懂中等難度的商務英語文章，了解作者的觀能讀懂中等難度的商務英語文章，了解作者的觀點和態(tài)度。閱讀速度為每分鐘點和態(tài)度。閱讀速度為每分鐘120-160120-160個單詞，理

5、解準確率在個單詞，理解準確率在75%75%以上。以上。 3 3） 口語能力要求：口語能力要求：能夠用英語介紹公司狀況，進行業(yè)務咨詢，與能夠用英語介紹公司狀況，進行業(yè)務咨詢，與客戶交流，做簡單的商務報告等?？蛻艚涣鳎龊唵蔚纳虅請蟾娴取? 4） 寫作能力要求：寫作能力要求：能夠運用所學語言知識，寫出基本符合國際商能夠運用所學語言知識，寫出基本符合國際商務慣例、格式規(guī)范的一般性商務報告、商務信函、會議紀要和務慣例、格式規(guī)范的一般性商務報告、商務信函、會議紀要和電子郵件等。電子郵件等。5 5） 英漢互譯能力要求：英漢互譯能力要求：能夠翻譯一般性商務材料。能夠翻譯一般性商務材料。 BackHighli

6、ght your talents from a MNCPractical skills: skills that transfer into workplace. Internship is a good way to get hands-on experience.Cross-cultural communication: being able to really communicate with foreign people.Creative/critical thinking:Chinese learn to memorize, but MNC want talents who have

7、 their own ideas.Teamwork and leadership: top graduates = good employees since they have worked so hard to be the best.Assertiveness and confidence: even if you have good ideas, you have to know how to make Yourself heard. To give effective presentations and make negotiations are desirable ways to i

8、mprove your confidence.Competence, Communication, Creation, Co-operation, Confidence The most important:3. Basic Requirements 1. Text Book (Unit 1-14) an exercise book 2. Extra Materials 3. Group Work ( Divided into 6/7 groups and a leader nominated)4. Assessments: Academic Performance 40% Attendanc

9、e and punctuality 20% Discussion, Presentation, Meetings 50% Homework, Quiz 30% Final Exam 60%Unit 1BrandsQuotationTruly great brands are Truly great brands are more than more than just labelsjust labels for products. for products.Sir Anthony Joseph Francis OReilly is an Irish businessman and former

10、 international rugby union player. He is known as former CEO and Chairman of the H.J. Heinz Company. Perhaps Irelands first billionaire, he remains one of Irelands richest citizens. He is popularly known within Ireland as Tony OReilly.TasksTasksStarting up1BA recent survey named the brands below as

11、the worlds top ten. Which do you think is number one? Rank the others in order.123567Are you surprised?Are you surprised?41098 Weight (market share) 35% Breadth (cross section of society) 30% Depth (brand loyalty) 20% Length (brand-stretching ability) 15%Discussion- Own instantly recognisable produc

12、ts - Associate specific qualities with the brand (value for money, quality, safety)- Gain greater customer loyalty - Make more profits - Launch related products under the same brand (TCL, Midea, Evergrande/ Hengda)a) To consumersb) To manufacturers- Make shopping a lot easier-Buy reliable products (

13、value for money, durable, stylish, well-designed)- High-prestige brands enhance ones statusStarting upCListen to two speakers talking about brands. What reasons does each person give for liking or disliking brands?Speaker 1: pro brandsSpeaker 2: anti brandsBranded products are of good quality and re

14、liable; stylish and have a good design. People buy branded products because they want to show others they have style and good taste.People buy branded products and its so boring. The prices of branded products are inflated. The logo, name and packaging are not worth the money. You cant always buy th

15、e genuine products.Starting upStarting up VocabularyBrand management4A Match these word partnerships to their meanings.1 loyalty2 image3 stretching4 awareness5 namea) the name given to a product by the company that makes itb) using an existing name on another type of productc) the ideas and beliefs

16、people have about a brandd) the tendency to always buy a particular brande) how familiar people are with a brandBRANDVocabularyBrand management6 launch7 lifecycle8 range9 placement10 endorsementf) the set of products made by a companyg) the use of a well-known person to advertise productsh) when pro

17、ducts are used in films or TV programsi) the introduction of a product to the marketj) the length of time people continue to buy a productPRODUCTVocabularyBrand managementBComplete these sentences with word partnerships from Exercise A.BRAND1 The creation of Virgin Cola, Virgin Air, Virgin Rail and

18、Virgin Bride is an example of _.2 Consumers who always buy Levis when they need a new pair of jeans are showing _.3 Not enough people recognize our logo; we need to spend a lot more on raising _.brand stretchingPRODUCT1 David Beckham advertising Vodafone is an example of _.2 A _ consists of introduc

19、tion, growth, maturity and decline.3 The use of BMW cars and Nokia phones in James bond films are examples of _. brand loyaltybrand awarenessproduct endorsementproduct lifecycleproduct placementVocabularyBrand management4CComplete these sentences with word partnerships from the list.1 Levis, which h

20、as been established for over 100 years and is world-famous, is a _. 2 The aim of the advertising campaign is to enhance _ so that consumers become more familiar with our coffee products.3 Volvos _ is that of a well-engineered, upmarket, safe car.4 Suchard is a _ of Swiss chocolate.brand managerluxur

21、y brandclassic brandbrand awarenessbrand imagebrand stretchingbrand loyalty brand leader VocabularyBrand management1 The move by Yamaha (originally a Japanese manufacturer of motorbikes) into branded hi-fi equipment, pianos and sports equipment is a good example of _.2 To create goodwill and trust w

22、ith its valued Chinese consumers, Nestle should work hard to re-establish its _ through offering quality products.3 Canon USA announced that the Company is the number-one _ in the overall copier market.4 As a _, John will take full responsibility of setting the direction for the brands position in t

23、he market.4DComplete these sentences with the remaining four word partnerships.brand stretchingbrand imagebrand leaderbrand managerListeningWhy brands matter?5ASandra Greaves is a consultant at Wolff-Olins, a leading international brand consultancy based in London. She talks about why we need brands

24、. Listen and complete these extracts. 1 Brands are all about _.2 You know what a brand is _, what it _, what its going to _.3 You actually trust it to _ _ _ _ again.4 One thing about brands is they add a lot of _ and _ and _, as well as giving you the power to _ things.trustaboutmeansdeliverdelivert

25、imetimeandcolorenjoymentfunchooseListeningWhy brands matter?5BListen to the second part of the interview and tick the points below which Sandra makes.1 People are very loyal to successful brands.2 Even successful brands are seen as just a product or a service.3 Apple was popular because it wasnt a b

26、ig corporation.4 Apple customers felt that the Mac was an easy product to use.ListeningWhy brands matter?5CListen to the example Sandra gives of how Wolff-Olins helped a company with its branding and aswer these questions.1 What was the company?2 What is its business sector?3 What advice did they re

27、ceive?Orange Mobile phonesNot to call the service Microtel, but to create something completely new, based on the idea of optimism.ReadingOutsourcing production6AWhy do some companies make luxury products abroad rather than at home?6B Read the article and answer these questions.1 Which brands are men

28、tioned? Which country is each of them from?Coach USA, Burberry UK, Gucci Italy, Prada - Italy 2 Which companies make all of their products in their own country?Gucci: Serge Weinberg of PPR says it will not move Guccis production offshore. (line 52)ReadingOutsourcing productionReadingOutsourcing prod

29、uction6C Which of the following statements are true?1 Coach on longer has factory in Puerto Rico.2 Coach, like many other companies, is outsourcing its products to reduce costs.3 Some Japanese people choose to buy Burberry products made in Europe rather than in Japan.4 Sanyos store in Tokyo sells Bu

30、rberry products made only in Asia.5 According to Domenico De Sole, the best luxury products are made in Japan.6 Gucci is planning to outsource some of its products.7 Patrizio Bertelli believes that luxury fashion products should always be made in Europe.8 Amitava Chattopadhyay says that companies ne

31、ed to pay careful attention to where they manufacture their products.truetruetruefalsefalsefalsefalsetrueReadingOutsourcing production6DChoose the best summary of the article.a) Most manufacturers of luxury brands do not wish to produce their goods in low-cost countries because they believe that it

32、will damage their brand image.b)Most manufacturers of top brands now produce their goods in low-cost countries. Consumers no longer care about where the products are manufactured.c) Asian consumers think that European luxury goods are of high quality. The current trend of making such goods in Asia c

33、ould damage the reputation of these luxury brands.ReadingOutsourcing productionLook for words and phrases which mean the following: 1. brand1. brand 2. the difference between price and cost of 2. the difference between price and cost of production production 3. factory3. factory 4. subcontracts4. su

34、bcontracts 5. making with the permission of the brand owner5. making with the permission of the brand owner 6. the most important branch of a retail chain6. the most important branch of a retail chain6E1.1.Label 2. gross margin 3. plant Label 2. gross margin 3. plant 4. outsources4. outsources5. pro

35、duce under license5. produce under license6. Flagship store6. Flagship storeLanguage reviewPresent simple & present continuousThe present simple and the present continuous have several uses.We use the present simple to give factual information, for example about company activities.Many luxury br

36、ands make their products in low-cost markets abroad rather than at home.Burberry has many Asian licensing arrangements.Coach, the US leather goods maker, outsources all its products to lower the costs.We use the present simple to talk about routine activities or habits.Mr. Henson always arrives at t

37、he office at 8:30.They usually go out on Sundays.I sometimes go exercising in the fitness center after work.Language reviewPresent simple & present continuousWe use the present continuous to talk about ongoing situations and projects.Many European fashion labels are either already manufacturing

38、in Asia or thinking about it.Coach, like many other companies, is outsourcing its products to reduce costs.Scientists are trying to work out new ways to protect the environment.We use the present continuous to talk about temporary situations.I am teaching an adult class this weekend.She is working i

39、n McDonald during the summer holiday.He is living with his uncle now.The factory is working round the clock to meet the rising demand.Language reviewPresent simple & present continuousAWhich of the time expressions are usually used with the present simple? Which are often used with the present c

40、ontinuous? Which are used with both? usually this year every day now often nowadays once a month currently at the moment these days(PS)(PC)(PS)(PC)(PS)(PC)(PS)(PC & PS)(PC & PS)(PC & PS)Language reviewPresent simple & present continuousBComplete the sentences with the present simple

41、or the present continuous forms of the verbs in brackets.1 a) This year we _ (try) to develop a brand with personality. b) We usually _ (develop) brands that say something.2 a) Powerful brand names _ (create) strong consumer loyalty. b) At the moment we _ (look) for a new brand name that suggests so

42、mething about the products benefits and qualities.3 a) LOreal _ (sell) cosmetics and toiletries to consumers around the world. b) This year LOreal _ (invest) over 180m in R & D.4 a) The marketing department always _ (keep) within its budget. b) Because the company made a loss last year, the mark

43、eting department _ (try) to reduce costs.are tryingdevelopcreateare lookingsellsis investingkeepsis tryingLanguage reviewPresent simple & present continuousCComplete the text below with the present simple or the present continuous forms of the verbs in brackets.At the moment I _ (work) for a cos

44、metics company. We offer a full range of cosmetic products and _ (sell) cosmetics and toiletries around the world. Our main cosmetics brand _ (dominate) the French market and it _ (do) well in the rest of Europe at the moment, too. In fact, the brand _ (become) more and more popular throughout the w

45、orld and our market share _ (grow) every day.We usually _ (develop) and _ (extend) products under our existing brand name. The brand is distinctive and _ (stand) out from the competition. However, this year we _ (create) a completely new brand of cosmetics.am workingselldominatesis doingis becomingi

46、s growingdevelopextendstandsare creatingLanguage reviewPresent simple & present continuousLanguage reviewPresent simple & present continuous 商標的故事商標的故事DiscussionTwo promotions7 Case 1Harley DavidsonHarley-Davidson Inc is an American motorcycle manufacturer and was one of the two major Americ

47、an motorcycle manufacturers to survive the Great Depression. The company sells heavyweight motorcycles designed for cruising on highways. Harley-Davidson motorcycles have a distinctive design and reflect the styles of classic Harley designs. Marlon BrandoElton JohnThe Rolling StonesDiscussionTwo pro

48、motionsQuestionsQuestions1 What is the brand image of Harley Davidson?2 Why were many people unhappy about the music at the party?3 What problem could Harley Davidson have in the future?4 What can Harley Davidson do to preserve its sales? Should it change its brand image? Should it look for new mark

49、et segments? Should it stretch its brand?It is based on the spirit of wild and rebellious youth such as Marlon Brando in the film The Wild One.Because the performer was Elton John, not the Rolling Stones.Their customers will be getting older, and their market shrinking.They could try to appeal to yo

50、unger customers, but this may put off existing and potential older ones.DiscussionTwo promotions7 Case 2JCB, also called J. C. Bamford, a British manufacturer of heavy industrial and agricultural vehicles; hence JCB can also mean a backhoe 反向鏟反向鏟 digger/excavator in Britain and Europe. JCBDiscussion

51、Two promotionsQuestionsQuestions1 Where does the name JCB come from?2 What was surprising about JCBs customer research?3 What sort of products do you think JCB developed as a result of its research?4 Can you think of a similar example of brand-stretching in your country?It comes from the name of its

52、 founder.Adults and children had very different images of thecompany. Adults saw the brand as being very British,with an image of quality and being functional. Children,on the other hand, saw the brand as big, muddy andfun.SkillsTaking part in meetings8A Listen to the conversation and answer the que

53、stions.1 Why do the marketing executives at Marvel Plc want to license their Luc Fontaine product range?Because they want to increase their revenue.2 What advantages does Susan Li offer to Marvel?Shes well-known in Asia and has an excellent reputation in the industry. Shes got a modern factory and a

54、 large customer base, and is good at marketing and hard-working.3 According to Barbara, what is the disadvantage of offering a license to Susan Li?All her products sell at the lower end of the market. Theyre in the cheaper price ranges. But the Luc Fontaine range is exclusive so it is not a good mat

55、ch for what shes selling.4 What suggestions does Barbara make to her colleagues?She suggests they contact Hiroshi Takahashi in Nagoya. He has a health-care company that is doing really well. He makes various skin products and sells them under well-known European labels.SkillsTaking part in meetings8

56、BMarcia Alain, how . about this? Is she the right person for us?Alain Definitely. In my opinion, shes ideal.Marcia Right. Valerie, what .?Valerie I . because shes very good at marketing. Ive met her several times.Marcia Barbara, youre shaking your head. . .?Barbara Im . agree. I dont think shes suit

57、able at all.Marcia So what do you suggest then?Barbara . find someone else. I do have someone in mind.Barbara In my opinion, his company has a lot to offer. . meet him and see if hes interested?Listen again and complete the extracts. do you feeldo you thinkagreeWhats youropinionafraid I cantI think

58、we shouldWhy dont weSkillsTaking part in meetings8C Which of the phrases in Exercise B are:1 asking for opinions? 3 agreeing or disagreeing?2 giving opinions? 4 making suggestions?D Role play this situation.Jonson, a large department store in Chicago, USA, is losing money. Its main product areas are food, clothing and household furniture. Seventy percen