体验商务英语3PPT第二版Unit1Brands

Starting up B A recent survey named the brands below as the world’s top ten. Which do you think is number one? Rank the others in order.
10 1 5
7
2 9 4 6
Reading Outsourcing production
C Which of the following statements are true?
1 Coach on longer has factory in Puerto Rico. true 2 Coach, like many other companies, is outsourcing its products to reduce costs. true 3 Some Japanese people choose to buy Burberry products made in Europe rather than in Japan. true 4 Sanyo’s store in Tokyo sells Burberry products made only in Asia. false 5 According to Domenico De Sole, the best luxury products are made in Japan. false 6 Gucci is planning to outsource some of its products. false 7 Patrizio Bertelli believes that luxury fashion products should always be made in Europe. false 8 Amitava Chattopadhyay says that companies need to pay careful attention to where they manufacture their products. true
Check your answer on page 144. Are you surprised?
3 8
Starting up
C Listen to two speakers talking about brands. What reasons does each person give for liking or disliking brands?
2 You know what a brand is _________, about what it ________, means what it’s going to __________. deliver deliver ______ time again. time _____ and ______ 3 You actually trust it to __________ 4 One thing about brands is they add a lot of __________ and color _______________ as well as giving you the power to enjoyment and ________, fun ____________ things. choose
Starting up
A List some of your favorite brands & answer these questions.
1. Are they international or national brands? 2. What image and qualities does each one have? value for money luxurious timeless well-made top of the range durable inexpensive cool reliable stylish fashionable well-designed 3. Why do people buy brands? 4. Why do you think some people dislike brands? 5. How loyal are you to the brands you have chosen?
Reading Outsourcing production
A Why do some companies make luxury products abroad rather than at home?
B Read the article and answer these questions.
1 Which brands are mentioned? 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 Gucci’s production offshore’. (line 52)
films or TV programs
i) the introduction of a product to the market
j) the length of time people
continue to buy a product
Vocabulary
Brand management
B Complete these sentences with word partnerships from Exercise A. BRAND 1 The creation of Virgin Cola, Virgin Air, Virgin Rail and Virgin Bride is an example of _______________. brand stretching 2 Consumers who always buy Levi’s when they need a new pair of jeans are showing _______________. brand loyalty 3 Not enough people recognize our logo; we need to spend a lot more on raising _________________. brand awareness PRODUCT 1 David Beckham advertising Vodafone is an example of ______________________. product endorsement 2 A __________________ product lifecycle consists of introduction, growth, maturity and decline. 3 The use of BMW cars and Nokia phones in James bond films are examples of ___________________. product placement
Unit 1 Brands
Quotation
Truly great brands are more than just labels for products.
Sir Anthony Joseph Francis O'Reilly is an Irish businessman and former international rugby union player. He is known as former CEO and Chairman of the H.J. Heinz Company. Perhaps Ireland's first billionaire, he remains one of Ireland's richest citizens. He is popularly known within Ireland as Tony O'Reilly.
百度文库
Vocabulary A Match these word partnerships to their meanings.
Brand management
BRAND
a) the name given to a product
1 loyalty 2 image by the company that makes it b) using an existing name on another type of product c) the ideas and beliefs people have about a brand d) the tendency to always buy a particular brand e) how familiar people are with a brand
√
2 Even successful brands are seen as just a product
or a service. 3 Apple was popular because it wasn’t a big corporation. 4 Apple customers felt that the Mac was an easy
Listening Why brands matter?
A Sandra Greaves is a consultant at Wolff-Olins, a leading international brand consultancy based in London. She talks about why we need brands. Listen and complete these extracts. 1 Brands are all about __________________. trust
Speaker 1: pro brands Branded products are of good quality and reliable; stylish and have a good design. People buy branded products because they want to show others they have style and good taste. Speaker 2: anti brands People buy branded products and it’s so boring. The prices of branded products are inflated. The logo, name and packaging are not worth the money. You can’t always buy the genuine products.
Listening Why brands matter?
B Listen to the second part of the interview and tick the points below which Sandra makes.
1 People are very loyal to successful brands.
3 stretching
4 awareness
5 name
Vocabulary
Brand management
PRODUCT
f) the set of products made by a 6 launch 7 lifecycle 8 range 9 placement 10 endorsement company g) the use of a well-known person to advertise products h) when products are used in
product to use.
√
Listening Why brands matter?
C Listen to the example Sandra gives of how Wolff-Olins helped a company with its branding and aswer these questions.
1 What was the company? Orange
2 What is its business sector?
Mobile phones 3 What advice did they receive? Not to call the service Microtel, but to create something completely new, based on the idea of optimism.