体验商务英语综合教程三(第二版)答案Unit 1 Brands
大学体验英语综合教程3 第二版习题答案
精简答案大学体验英语-综合教程3 Unit1 Passage ARead and think 31~5 BBCADEX41.issues2.pollution3.deforesting4.related5.consumption6.resources7.threat8.responsibilityRead and complete 61.strategies2.specific3.consumers4.released5.trapped6.consequence7.was isolated8.priority9.convenience10.elementsRead and complete 71. transform……into2. all the way3. sit back4. resulting from5. share…withExercise 81. How did the war, which brought terrible disasters to mankind, impact onsuch a poet?2. Mothers are sometimes blind to the faults of their beloved children, whichwill cause the children to make the same mistake again.3. As a new immigrant in this completely strange country, she always feltisolated.4. Acting before thinking often results in failure, so we should think beforewe leap.5. The time for talking is past; we must take positive action to protect ourenvironment.Passage BRead and think 121~5 DACABRead and complete 131. subtle2. were overtaken3. species4. decades5. boundaries6. audio7. directly8. focus9. tone10. cuppedRead and complete 141. at that rate2. for the sake of3. come to4. by hand5. vice versaExercise 151. Young people sometimes complain of not being able to communicate withtheir parents.2. Mary has been longing to take up residence in a Chinese village in Yunnanfor a few years. Now her dream has come true.3. Domestic animals are used to depending on humans, so it is difficult forthem to survive in the wild.4. He was suddenly overtaken by a fear that he would be laid off by thecompany5. I figure he’ll be back soon since he promised to have dinner with me.精简答案大学体验英语-综合教程3 Unit2 Passage ARead and think 31~5 CDACBEX41. compass2. intellect (inspired)3. curious4. perisistent5. stimuiated6. inspired7. genius8. complexRead and complete 61. fundamental2. ultimate3. sparked4. apparently5. patience6. curiosity7. convince8. detail9. responses10. (has) stirredRead and complete 71. fooled…into2. came upon3. join in4. come up with5. up toExercise 81. Reporters pressed the spokesman for an explanation of the militaryattack.2. His election speech failed to convince the voters that he was the rightperson for the Senate seat.3. While I admit that there are problems, I don’t agree that they cannot besolved.4. His first debate on TV made a deep impression on his audience.5. All things are interrelated and interact with each other.Passage BRead and think 121~5 ADBBCRead and complete 131. classical2. breakthrough3. elegance4. faculty5. handful6. probe7. swift8. transition9. reactions10. retirementRead and complete 141. has brought in2. under his belt3. specializes in4. a wealth of5. be applied toExercise 151. The lecturer at the conference turned out to be the daughter of an oldfriend of mine.2. It is 5 years since his retirement, but he has remained active in academiccircles.3. If you do have financial difficulties, you can apply for a student loan.4. The scientist had worked hard at the new material for 10 years before hemade his own way in the end.5. The chief airplane manufacturers in the world are pushing the envelope tomake faster and longer range airplanes to compete for bigger share of the market.精简答案大学体验英语-综合教程3 Unit3 Passage ARead and think 31~5 ABCABEX41. advertising2. brand3.promoted4. proved5. popular6. expression7.global8. immigrantsRead and complete 61. attain2. modest3. attractive4. precise5. campaign6. market7. manufactures8. sponsor9. imported10. brandsRead and complete 71. frown…on2. for instance3. as a result4. when it comes to5. under…umbrellaExercise 81. Thoughts are expressed by means of language.2. I have bought so many new books this year that it’s really difficult for meto keep count of them.3. The old lady feels assured that her son will come back home today tocelebrate her birthday.4. His mother insisted that his pocket money should not exceed 100 Yuan permonth.5. We bought a car last month, which was registered under my name. Passage BRead and think 121~5 CDCABRead and complete 131. revenues2. targeting3. appliances4. via5. smashing6. loyal7. comparable8. alongside9. claiming10. filmedRead and complete 141. beat…expectation2. So far3. built up4. at home5. on…basisExercise 151. A great man can dominate4 a difficult situation by force of character.2. According to the latest report, tourists do not have to apply for an entryvisa to some Southeast Asian countries.3. The color of the envelope suggests that the letter might be from a woman.4. Trains can’t rival planes for speed, but many people prefer to travel bytrain.5. People are much more likely to accept this mode of administration oncethey see that it really works.精简答案大学体验英语-综合教程3 Unit4 Passage ARead and think 31~5 CBCDAEX41.famous2.promoting3.religious4.desperate5.shortage6.inevitable7.perrfect8.failureRead and complete 61. string2. stir3. controversy4. combat5. excessive6. regulations7. instincts8. reckless9. prohibition10. irrationalRead and complete 71. to his name2. keep at bay3. under the Sun4. jumped the gun5. lined upExercise 81. The band shot to fame in the 1980s with that single album.2. Take a risk, and you may lose again, but you would have improved yourchances to win.3. Scientists are pushing themselves to the limits in their research for findinga cure for AIDS.4. Now we see the point of the Internet: we can get information from all overthe world just by clicking the mouse.5. Some people believe the government will regulate the research of humancloning sooner or later.Passage BRead and think 121. composer2. beginning3. secret4. clone5. adopted6. music7. ordinary8. prove9. joke10. geniusRead and complete 131. ban2. practically3. survive4. adopt5. decent6. genius7. gene8. anonymously9. resemblance10. immerseRead and complete 141. in the flesh2. bring…to term3. the roof fell in4. put up for5. have dug upExercise 151. George is nuts about Chinese culture and has decided to learn Chinese inan evening school.2. The reporters got wind of Diana’s visit to the city and rushed to theairport for the news.3. After two months of restless effort, the police finally tracked the criminaldown in a southern city.4. The two companies have already agreed in principle to go ahead with theproject.5. If the quality of your products isn’t improving for real, I don’t think theywill be competitive in the market.精简答案大学体验英语-综合教程3 Unit5 Passage ARead and think 31~5 BDBACRead and complete 61. qualify2. had committed3. hint4. assume5. vague6. peculiar7. retreat8. puzzled9. misleading10. confusedRead and complete 71. resorted to2. racking one’s brain3. hangs on4. jotted down5. at a lossExercise 81. It’s one thing to understand the principle, it’s another thing to put it intopractice.2. It is reported that jogging makes you three times less likely to suffer froma heart attack.3. Almost half of the British people have no idea what the euro is worth inrelation to the pound, according to the latest survey.4. The area should have been made into a park for everyone to enjoy butnow some apartment buildings stand there.5. I’m wondering whether all the related information could add up to a clearpicture of him.Passage BRead and think 121~5 DCCDBRead and complete 131. features2. denied3. appeal4. usage5. bet6. independent7. associate8. was stumped9. refresh10. educateRead and complete 141. for the sake of2. pick up3. break your back4. get at5. left offExercise 151. He drinks more wine than is good for his health.2. He knew that at this moment his parents were eagerly waiting for him toreturn home for the New Year.3. What appeals to us is not only his intelligence but also his sense of humor.4. The latest movie made by that internationally famous director turned outto be a total failure.5. It seems that some youngsters don’t have patience with anything.精简答案大学体验英语-综合教程3 Unit6 Passage ARead and think 31~5 CDBACEX41.experience2.culture3.women4.stay5.interesting (impressive)6.pyramids7.impressed8.independenceRead and complete 61. counterpart2. efficient3. relief4. vague5. core6. punctually7. approach8. economy9. exception10. inviteRead and complete 71. pull…through2. belongs to3. ever since4. in turn5. milled aboutExercise 81. He breathed / heaved a sigh of sorrow and told us that he had seen a betterday when he was young.2. He has a strong sense of responsibility, and that’s why he is chosen to takecontrol of the project.3. Wherever you go, be it for business or pleasure, it is always a good idea tofind out as much as you can about the place.4. Let’s be careful. The situation may be about to repeat itself.5. In fact, the air quality of a house has a grate deal to do with children’shealth, an d adult’s health for that matter.Passage BRead and think 121~5 BBADCRead and complete 131. stretches2. intense3. beloved4. ability5. positive6. converting7. manner8. toast9. absorbed10. be shelteredRead and complete 141. in fine form2. thanks to3. give way to4. is made up of5. what makes…tickExercise 151. Why is it that people spend so much time and money on traveling?2. Traveling by air is quick and safe. No wonder it is a popular choice fortravelers.3. Most of the students in my college have enrolled in the course of web pagedesign and the computer center is always filled with people day and night. 4. It has always been my dream to have friends all over the world. Thanks tothe Internet, my dream has come true.5. Free information on-line, convenient communication with friends,attractive games, to him this is what Internet is all about.精简答案大学体验英语-综合教程3 Unit7 Passage ARead and think 31~5 DDBCARead and complete 61. deepened2. were exposed3. curled4. throb5. nightmare6. utter7. confusion8. pulse9. somewhat10. creepRead and complete 71. on top of2. as if3. in a state of4. ahead of5. if onlyExercise 61. A lot of people believe that these pills help them sleep. All I can think is,“if they only knew.”2. He kept chipping away at the problem until he had completely solved it.3. The country boy was exposed to many strange things in the city. He feltgreatly shocked as if he had entered a future world.4. Within only one year of graduating from college, he went from a studentwho pursued his dream to a person who didn’t care about a thing.5. I have been given permission to do the interview in that area, and that’snot something that everyone gets.Passage BRead and think 121. a police detective2. a drug bust3. a major operation/a big day4. had failed to do a good job5. arrest packets6. violent crimes7. smoothly/successfully8. excited9. a complete victory10. they will eventually winRead and complete 131. coordinated2. suspects3. raids4. venture5. innocent6. execute7. afterwards8. gang9. issue10. intelligenceRead and complete 141. in charge of2. carry out3. on the edge of4. laid out5. gave…upExercise 151. With the beginning of the war came ten years of killing and destruction.2. We shall continue to do what we have always been doing.3. Most of them had been up since the morning before yesterday. But none ofthem will sleep tonight either.4. Born and raised in Chengdu, Li Ming still remembers the time when helived in a / the quadrangle.5. He treated a young child in a cruel manner in broad daylight and wastaken to the police by the neighbors.精简答案大学体验英语-综合教程3 Unit8 Passage ARead and think 31~5 DCABBRead and complete 61. venture2. comfortable3. confine4. daze5. drifted6. lingered7. bewildered8. overwhelmed9. innocent10. terrifiedRead and complete 71. sticks out2. come by3. under way4. in search of5. adjust toExercise 61. The thefts in recent months paled in comparison with this case.2. Several years have passed since the traffic accident, and he still can’tshake away the guilty feeling.3. Though we had put forward a proposal to reduce cost, the board membersdidn’t appear to take it seriously.4. The bare hills around haven’t minded the villagers of the importance ofprotection the environment.5. It is unlikely for his hearty laughter to ring in our office again. Passage BRead and think 121~5 DABCDRead and complete 131. erode2. cease3. conflicts4. mandate5. exhausted6. promote7. preferable8. prolonging9. compromise10. was condemnedRead and complete 141. take advantage of2. for the sake of3. come into contact4. open the door to5. takes a standExercise 151. As long as there is a chance for peace, we must take advantage of it for thesake of out younger generation as well as the people present here.2. The historic handshake between them opened the door to peace andmarked the end of violence.3. We should exhaust every possibility in our fight against those who attemptto torpedo the peace process and force them to cease to engage in terrorism.4. Although his peace policy received broad support, the cause for peace wasstill fraught with difficulties and pain.5. In my case, I will come into contact with all those concerned with theproject to work out the best scheme.。
商务英语综合教程3答案
商务英语综合教程3答案【篇一：商务英语综合教程3】ss=txt>一、基本信息课程编号: 024222007课程名称：体验商务英语综合教程3英文名称:intermediate business english course book课程性质: 专业基础课总学时：72学时学分：4学分适用对象：商务英语专业本科3年级学生先修课程：综合英语二、编写说明（一）课程的性质《体验商务英语综合教程》是为商务英语专业学生开设的一门专业基础课。
这门课程始于二年级下学期，与之前的综合英语课程衔接，使学生在掌握英语语言技能的同时，了解现代国际商务的现状，以达到在体验商务中学习语言、提高商务交际能力的目的。
本课程横跨三个学期，分别使用《体验商务英语综合教程》的第三册、第四册和第五册。
（二）课程教学目标和基本要求本课程作为商务英语专业的基础必修课之一，从培养高级应用型商务英语人才的目标出发，理论联系实际，旨在帮助学生在掌握英语语言技能的同时，了解现代国际商务的现状，以达到在体验商务中学习语言、提高商务交际能力的目标。
本课程要求学生能够掌握重点词汇的英文表达，熟悉现代市场经济条件下商务活动的各个方面和时代课题，如全球化、国际营销、技术创新、营销策略、企业文化、市场竞争、经营风险、危机管理、电子商务等等。
为了达到这些目标，本课程要求学生积极参与课堂讨论，在阅读的基础上，通过角色扮演和案例学习等方式，在完成交际任务中复用所学语言知识，提高交际能力，将自己的经历和观点融入交际活动之中。
（三）课程的重点和难点本课程的讲授时间为三个学期，分别使用《体验商务英语综合教程》的第三册、第四册和第五册。
每册的学习量均为12个单元，单元设计以语言和商务技能为主线，商务词汇、语法的学习与讨论相结合，听力和阅读部分配有角色扮演等交际活动，最后是案例分析或技能运用。
本课程重点涉及体验式的教学和学习方式，学生在形式多样的任务活动中，掌握相关的商务词汇、提高商务英语的听力、阅读和写作能力，达到语言水平和商务技能的同时提高。
体验商务英语综合教程三(第二版)答案Unit 1 Brands
- Own instantly recognisable products - 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)
Top-end (upmarket brand ) : Dior, Lancôme, Chanel, SK-II, Shiseido Mid-range: Nivea, Revlon, Olay, Ponds Bottom-end (downmarket brand) : Dabao, Caishi
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 improve your confidence.
Listening
Skills Case Study
Business English
Overview
Brand
Money
Advertising Culture
Trade
Business Ethics
1. Course Overview
Cover various functional areas: marketing, advertising, human resources, production, trade and etc.
最新体验商务英语 综合教程3Unit 2 Brands
Vocabulary
Brand management
C Complete these sentences with the remaining four word partnerships.
1 The move by Yamaha (originally a Japanese manufacturer of motorbikes) into branded hi-fi equipment, pianos and sports equipment is a good example of ___________________. brand stretching 2 To create goodwill and trust with its valued Chinese consumers, Nestle should work hard to re-establish its _____________ brand image through offering quality products. 3 Canon USA announced that the Company is the number-one _______________ brand leader in the overall copier market. brand manager John will take full 4 As a __________________, responsibility of setting the direction for the brand’s position in the market
Listening What is branding? A Lynne Fielding, a marketing specialist, is talking about branding. Complete this extract from the interview with the words below. money synergy name quality differentiate competitors
体验商务英语综合教程3(第二版)答案
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8、业余生活要有意义，不要越轨。20 20年12 月10日 星期四 5时45 分11秒0 5:45:11 10 December 2020
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• 10、你要做多大的事情，就该承受多大的压力。12/10/
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体验商务英语 综合教程3第二版
Reading答案
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1、有时候读书是一种巧妙地避开思考 的方法 。20.1 2.1020. 12.10Thursday, December 10, 2020
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2、阅读一切好书如同和过去最杰出的 人谈话 。05:4 5:1105: 45:1105 :4512/ 10/2020 5:45:11 AM
• 13、无论才能知识多么卓著，如果缺乏热情，则无异 纸上画饼充饥，无补于事。Thursday, December 10, 202
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• 14、我只是自己不放过自己而已，现在我不会再逼自 己眷恋了。20.12.1005:45:1110 December 202005:45
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• 11、自己要先看得起自己，别人才会看得起你。12/10/
谢 谢 大 家 2020 5:45 AM12/10/2020 5:45 AM20.12.1020.12.10
体验商务英语综合教程3 unit 1 brands
1.Starting up
2.Why brands matter to you?
3. BRANDS CREATE DIFFERENCE. Any grocery store aisle has more product options than anyone can reasonably consider purchasing. What allows us to select one peanut butter brand over another or over a generic product? Branding helps define—in an instant, with a minimum of thought—what makes your product different and more desirable than comparable products. 4. BRANDS PROVIDE SAFETY. People, by nature, generally avoid risk and seek safety. Imagine you’re on a business trip in an unfamiliar city, and you need to pick a restaurant for dinner. You’re most likely to pick a national restaurant brand over a local one because you’re familiar with the national brand. It’s the safe and predictable choice because you know what to expect. Brands offer safety and reduce the risk of disappointment.
体验英语综合教程3 UNIT 1,3,4 答案
Unit1 Passage A Care for Our Mother EarthRead and think 31~5 BBCADRead and complete 61.strategies2.specific3.consumers4.released5.trapped6.consequence7.was isolated8.priority9.convenience10.elementsRead and complete 71. transform2. all the way3. sit back4. resulting from5. share…with1 how did the war ,which brought terrible disasters tomankind,impact on such a poet.2 mothers are sometimes blind to the faults of their beloved children which will cause the children to make the same mistake again.3 as a new immigrant in this completely strange country she always felt isolated.4 acting before thinking often results in failure.so we should think before we leap.5 the time for talking is past.wemust take a positive action to protect our environmePassage B Frog StoryRead and think 121~5 DACABRead and complete 131. subtle2. were overtaken3. species4. decades5. boundaries6. audio7. directly8. focus9. tone10. cuppedRead and complete 141. at that rate2. for the sake of3. come to4. by hand5. vice versa1. young people sometimes complain of not being able to communicate with their parents.2. she has been longing to take up residence in a chinese village fora few years. now her dream has come true.3. domestic animals are used to depending on humans, so it is difficult for them to survive in the wild.4. he was suddenly overtaken by a fear that he would be laid off by the company because of bad economy.5. i figure he'll be back soon since he promised to have dinner with me.Unit3Passage A Bathtub Battleships from IvorydaleRead and think 31~5 ABCABRead and complete 61. attain2. modest3. attractive4. precise5. campaign6. market7. manufactures8. sponsor9. imported10. brandsRead and complete 71. frown…on2. for instance3. as a result4. when it comes to5. under…umbrella1.Thoughts are expressed by means of language.2.I have bought so many new books this year that it is realy difficult for me to keep count of them .3. The old lady feels assured that her son will come back home today to eclebrate her birthday4.His mother insisted that his pocket money should not exceed 100yuan per month.5.We bought a car cust last month which was registered under my name.Passage B Haier Seeks Cool U.S. ImageRead and think 121~5 CDCABRead and complete 131. revenues2. targeting3. appliances4. via5. smashing6. loyal7. comparable8. alongside9. claiming10. filmedRead and complete 141. beat…expectation2. So far3. built up4. at home5. on…basis1 A great man can dominate others by force of character.2 According to the latest report, Chinese tourists do not have to apply for an entry visa to some southeast Asian countries.3. The color of the envelope suggests that the letter might be from a women.4. Trains can't rival planes for speed, but many people prefer to travel by train.5. People are much more likely to accept this administration mode once they see that it really works.Unit4Passage A Not Now,Dr.MiracleRead and think 31~5 CBCDARead and complete 61. string2. stir3. controversy4. combat5. excessive6. regulations7. instincts8. reckless9. prohibition10. irrationalRead and complete 71. to his name2. keep at bay3. under the Sun4. jumped the gun5. lined up1 In 1980s this band shot to fame with that single album.2 Task a risk ,and you maybe lose but the chances of winning increase.3 Scientists are pushing themselves to the limits in their research for finding a AIDS killer.4 Now we know the point of the internet: we can learn about everything happened in the world by clicking the mouse.5 Some people think that sooner or later the government will regulate the research of human cloning.Passage B I have His Genes But Not His GeniusRead and think 121. composer作曲家2. beginning开始3. secret秘密4. clone克隆5. adopted收养6. music音乐7. ordinary普通的8. prove证明9. joke玩笑10. genius天分Read and complete 131. ban2. practically3. survive4. adopt5. decent6. genius7. gene8. anonymously9. resemblance10. immerseRead and complete 14 1. in the flesh2. bring…to term3. the roof fell in4. put up for5. have dug up1 George is nuts about the Chinese culture and has decided to learn Chinese in an evening school.2. The reporters got wind of Diana's visit to the city and rushed to the airport for the news.3. After two months of restless effort, the police finally tracked the criminal down in a southern city.4. The two companies have already agreed in principle to go ahead with the project.5. 如果你们的质量没有实质性的增长，我认为你们在市场上不会有什么竞争力。
体验商务英语综合教程3(第二版)答案培训课件
Think Before You Write
Effective written business communication should be structured, precise, and strategically written. Make sure to plan and outline before writing a document.
Why Business English Matters
Global Communication
In today's world, doing business requires the ability to communicate with people from different cultures. Mastery of Business English provides a competitive edge.
Use Strong and Clear Headings
Effective written communication should be straightforward and easily digestible. Using strong headings will give essential information at a glance.
Confidence in communication drastically improves when using the right words in the right situations. Confidence wins trust, which leads to a better business life.
Career Advancement
体验商务英语3PPT第二版Unit1Brands
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
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
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.
(最新整理)体验商务英语综合教程3Unit2Brands
4 As a _b__r_a_n_d__m__a_n_a__g_e_r__, John will take full responsibility of setting the direction for the brand’s position in the market
• 2.place: customer group or segment/ how products positioned/rivals
• 3. price: profit margin/ discount/ price war
• 4. Promotion: outlet/ distribution channel/
brand manager
brand image
1 Levis, which has 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.
consumers have about a brand 6 The tendency of a customer to
continue buying a particular product 7 Using a successful brand name to
体验商务英语综合教程3中文双语对照版
体验商务英语综合教程3中文双语对照版体验商务英语综合教程3 第二版双语对照版Unit1 Made in Europe 欧洲制造Almost every fashion label outside the top super-luxury brands is either already manufacturing in Asia or 5 thinking of it. Coach, the US leather goods maker, is a classic example. Over the past five years, it has lifted all its gross margins by manufacturing solely in low-cost markets. In March XXXX年中，它通过仅在低成本市场生产来提升毛利率。
在XXXX年的3月，它关闭了在波多黎各拉雷斯的最后一间公司所属工厂，将所有产品全部外包。
Burberry has many Asian licensing arrangements. In XXXX年它决定给日本三洋公司的特许授权延长十年。
这意味着按零售价计算巴宝莉几乎一半的销售额将是亚洲授权生产的。
但是同时，日本的消费者却偏好于该集团在欧洲生产的产品。
Sanyo is now reacting to this demand for a snob alternative to the Burberry products made in its factories across Asia by opening a flagship store in Tokyo’s Ginza, where it sells Burberry products imported from Europe.为了应对这种对巴宝莉在亚洲工厂所生产产品的需求，三洋公司在东京银座开设旗舰店，出售从欧洲进口的巴宝莉产品。
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Tasks
• 1. Starting-up • 2. Definition and advantages of branded goods • 3. Category of brand
• 4. Vocabulary: Brand Management
• 5. Listening: Why brands matter? • 6. Reading: Made in Europe
35%
30% 20%
• Length (brand-stretching ability)
15%
2. What does “brand” mean? Ad HS
-- A name, an image, quality , design, service, reliability, status, price A unique combination of three attributes: Product benefits: what makes the consumer like the product Brand image: what makes the consumer trust the product Consumer needs/beliefs: what makes the consumer value the product
Starting up
• Homework
• 1). Vocabulary: Brand management Ex A, B on P7 • 2). Reading: Made in Europe Ex A, B, C, D on P8
Starting up
3. Category of brand -- makeup
• 2. Extra Materials • 3. Group Work ( Divided into 6/7 groups and a leader nominated)
4. Assessments:
• Academic Performance
• Attendance and punctuality • Discussion, Presentation, Meetings
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 improve your confidence.
- Own instantly recognisable products - 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)
Starting up
C Listen to two speakers talking about brands. What reasons does each person give for liking or disliking brands?
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
Skills Case Study
Business English
Overview
Brand
Money
Advertising Culture
Trade
Business Ethics
1. Course Overview
Cover various functional areas: marketing, advertising, human resources, production, trade and etc.
Office: 明德楼 - 524 Email: sharonshu55@
• 1. Course Overview
• 2. Course Objectives • 3. Basic Requirements • 4. Assessments
Business English
Overview Starting up Vocabulary Reading Language Review
• 7. Discussion: Two promotions
• 8. Skills: Taking part in meetings1
Starting up 1B 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 3 8
Are you surprised?
Brand Value ranked according to:
• Weight (market share)
• Breadth (cross section of society) • Depth (brand loyalty)
40%
20% 50%
• Homework, Quiz
30%
• Final Exam
60%
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.
Language abilities:
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。 Back
Vห้องสมุดไป่ตู้cabulary 4A 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
Top-end (upmarket brand ) : Dior, Lancôme, Chanel, SK-II, Shiseido Mid-range: Nivea, Revlon, Olay, Ponds Bottom-end (downmarket brand) : Dabao, Caishi
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, analyzing and teamwork spirit by means of case study and task-oriented teaching.