体验商务英语综合教程三(第二版)答案Unit 1 Brands.ppt

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 7. Discussion: Two promotions 8. Skills: Taking part in meetings1 Brand Value ranked according to: Weight (market share) 35% Breadth (cross section of society) 30% Depth (brand loyalty) 20% Length (brand-stretching ability) 15% Homework 1). Vocabulary: Brand management Ex A, B on P7 2). Reading: Made in Europe Ex A, B, C, D on P8 Look for words and phrases which mean the following: 1. brand 2. the difference between price and cost of production 3. factory 4. subcontracts 5. making with the permission of the brand owner 6. the most important branch of a retail chain Homework 1). Grammar: Ex B, C on P9 2). Discussion: Two promotions Ex A, B on P10 3). Glossary P164-165 商标的故事 Discussion Why do people like 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) a) To consumers b) To manufacturers - Make shopping a lot easier Buy reliable products (value for money, durable, stylish, well-designed) - High-prestige brands enhance ones status C Listen to two speakers talking about brands. What reasons does each person give for liking or disliking brands? Speaker 1: pro brands Speaker 2: anti 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. 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