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 BusinessEnglish SHARON 1 CourseOverview2 CourseObjectives3 BasicRequirements4 Assessments CourseOutline Overview BusinessEnglish Startingup Skills Reading CaseStudy LanguageReview Listening Vocabulary Overview BusinessEnglish Money Advertising Trade Culture Brand BusinessEthics CourseOverviewCovervariousfunctionalareas marketing advertising humanresources production tradeandetc Focuson businessknowledgeandcommunicationskills analyticalskillsandproblem solvingskills DesignedforstudentswhowanttoimprovetheirconfidenceandabilityinconductingbusinessinEnglish CourseOutline 2 CourseObjectivesToknowmoreabouttheinternationalbusiness ToenlargeBusinessEnglishvocabularyanddeveloplanguageskills Toimprovepracticalabilitiesofcommunication analyzingandteamworkspiritbymeansofcasestudyandtask orientedteaching Next CourseOutline 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 CourseOutline Back Highlightyourtalents fromaMNC Practicalskills skillsthattransferintoworkplace Internshipisagoodwaytogethands onexperience Cross culturalcommunication beingabletoreallycommunicatewithforeignpeople Creative criticalthinking Chineselearntomemorize butMNCwanttalentswhohavetheirownideas Teamworkandleadership topgraduates goodemployeessincetheyhaveworkedsohardtobethebest Assertivenessandconfidence evenifyouhavegoodideas youhavetoknowhowtomakeYourselfheard Togiveeffectivepresentationsandmakenegotiationsaredesirablewaystoimproveyourconfidence Competence Communication Creation Co operation Confidence Themostimportant Beactive 3 BasicRequirements 1 TextBook Unit1 14 anexercisebook2 ExtraMaterials3 GroupWork Dividedinto6 7groupsandaleadernominated 4 Assessments AcademicPerformance40 Attendanceandpunctuality20 Discussion Presentation Meetings50 Homework Quiz30 FinalExam60 Quotation Trulygreatbrandsaremorethanjustlabelsforproducts SirAnthonyJosephFrancisO ReillyisanIrishbusinessmanandformerinternationalrugbyunionplayer HeisknownasformerCEOandChairmanoftheH J HeinzCompany PerhapsIreland sfirstbillionaire heremainsoneofIreland srichestcitizens HeispopularlyknownwithinIrelandasTonyO Reilly Tasks 1 Starting up2 Definitionandadvantagesofbrandedgoods3 Categoryofbrand4 Vocabulary BrandManagement5 Listening Whybrandsmatter 6 Reading MadeinEurope7 Discussion Twopromotions8 Skills Takingpartinmeetings1 1B Arecentsurveynamedthebrandsbelowastheworld stopten Whichdoyouthinkisnumberone Ranktheothersinorder 1 2 3 5 6 7 Areyousurprised 4 10 9 8 BrandValuerankedaccordingto 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 whatmakestheconsumerliketheproductBrandimage whatmakestheconsumertrusttheproductConsumerneeds beliefs whatmakestheconsumervaluetheproduct Discussion Whydopeoplelikebrands OwninstantlyrecognisableproductsAssociatespecificqualitieswiththebrand valueformoney quality safety Gaingreatercustomerloyalty MakemoreprofitsLaunchrelatedproductsunderthesamebrand TCL Midea Evergrande Hengda a Toconsumers b Tomanufacturers MakeshoppingaloteasierBuyreliableproducts valueformoney durable stylish well designed High prestigebrandsenhanceone sstatus C Listentotwospeakerstalkingaboutbrands Whatreasonsdoeseachpersongiveforlikingordislikingbrands Speaker1 probrands Speaker2 antibrands Brandedproductsareofgoodqualityandreliable stylishandhaveagooddesign Peoplebuybrandedproductsbecausetheywanttoshowotherstheyhavestyleandgoodtaste Peoplebuybrandedproductsandit ssoboring Thepricesofbrandedproductsareinflated Thelogo nameandpackagingarenotworththemoney Youcan talwaysbuythegenuineproducts Homework1 Vocabulary BrandmanagementExA BonP72 Reading MadeinEuropeExA B C DonP8 3 Categoryofbrand makeupTop end upmarketbrand Dior Lanc me Chanel SK II ShiseidoMid range Nivea Revlon Olay PondsBottom end downmarketbrand Dabao Caishi 4A Matchthesewordpartnershipstotheirmeanings 1loyalty2image3stretching4awareness5name thenamegiventoaproductbythecompanythatmakesitusinganexistingnameonanothertypeofproducttheideasandbeliefspeoplehaveaboutabrandthetendencytoalwaysbuyaparticularbrandhowfamiliarpeoplearewithabrand BRAND 6launch7lifecycle8range9placement10endorsement f thesetofproductsmadebyacompanyg theuseofawell knownpersontoadvertiseproductsh whenproductsareusedinfilmsorTVprogramsi theintroductionofaproducttothemarketj thelengthoftimepeoplecontinuetobuyaproduct PRODUCT B CompletethesesentenceswithwordpartnershipsfromExerciseA BRAND1ThecreationofVirginCola VirginAir VirginRailandVirginBrideisanexampleof 2ConsumerswhoalwaysbuyLevi swhentheyneedanewpairofjeansareshowing 3Notenoughpeoplerecognizeourlogo weneedtospendalotmoreonraising brandstretching PRODUCT1DavidBeck