商务英语Unit9

发布于:2021-10-25 02:59:01

Unit 9-1

Branding

What is a branded product ?
? A branded product is one which is made by a well-known manufacturer and has the manufacturer’s label on it.

What is a branded product ?
? A branded product is the public recognition to a product’ high quality, special feature, best services, etc.

耐克 可口可乐 百事可乐

肯德基

麦当劳

星巴克

哈根达斯

吉列

曼秀雷敦

宝洁

Do you know ...

some famous brand names in the world ? Chinese national and international brand names?

Are they charming?

Nike 耐克



丹 Jorden

BMW ? WHAT DOES IT STAND FOR?

宝马Z4敞篷跑车

Have you heard of P&G Products?

P&G Products
Ivory Soap Crest Toothpaste Prell Shampoo Tide Detergent

Chinese Products:Haier Electronic Products

refrigerator

washing machine

Series of Television sets

PC computer

Mobile phone

百事 PEPSI

All belongs to PEPSI

Dogs don’t like it

How is a brand known by people?
? Advertising
commercial, billboard, slogans, banners, mail-shots, sample

In our daily life we often meet with a lot of ad slogans. Work together to complete the following ad slogans and you would find how deeply we are influenced by ads.
1. 大宝—— 3. 恒源祥—— 5. 风驰电掣—— (天天见) (羊羊羊) (大运摩托) 2. 神州行—— 4. 过节送礼—— 6. 人要衣装—— (我看行) (*鸫畹担 (我要靓妆)

7. 钻石恒久远—— (一颗永流传) 8. 简约不简单—— (利朗商务男装)
9. 今年过节不收礼—— (收礼还收脑白金)

Read the following English ad slogans, and then work with your partner to translate them into Chinese.
1. Good to the last drop.

(麦斯威尔咖啡) 滴滴香浓,意犹未尽。 2. Obey your thirst. (雪碧) 服从你的渴望。 3. Just do it. (耐克运动鞋) 只管去做。 4. The new digital era. (索尼影碟机) 数码新时代。 5. Impossible made possible. 使不可能变为可能。 (佳能打印机)

6. Take time to indulge. (麦斯威尔咖啡) 尽情享受吧! 7. Feel the new space. (雪碧) 感受新境界。 8. Intelligence everywhere. 智慧演绎,无处不在。 (摩托罗拉手机) 9. We integrate, you communicate. (三菱电工) 我们集大成,您超越自我。 10. Poetry in motion, dancing close to me. 动态的诗,向我舞*。 (丰田汽车)

Match of advertising slogans
? 1.Time is what you make of it. ? 2. The choice of a ? new generation. ? 3.Engineered to move the human spirit. ? 4.Start Ahead. ? 5.Fresh-up with Sevenup. ? 6.Good to the last drop.

? Swatch ? Rejoice ? Seven-up
? Maxwell Coffee

? Pepsi ? MercedesBenz

? 7.Communication unlimited. ? 8.Feast your eyes. ? 9.Focus on life. ? 10.Behind that healthy smile, there ’s a Crest kid. ? 11. No business too small, no problem too big. ? 12. Obey your thirst.

? Motorola ? Pond’s Cucumber Eye Treatment ? Olympus ? Crest toothpaste ? IBM ? Sprite

TV Ads to Enjoy

Click to enjoy the video clip

beer

drug

beer

car

Group Discussion Pair Work

Group activity

1. Do you know the business secrets /strategies to make your products famous?

Questions

company image, efficient management, qualified staff, staff training, quality of products, after-sale service, sales promotion, advertising, marketing, financial resources.

2. What brand-names do you go after? Why?

Related Words

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A brand represents a certain culture Be attracted by the quality brand image The brand name carries high credibility

Brand leader
Have a strong sense of brand loyalty Have confidence in the reliability of the product Consistent quality and good after-sales service User-friendly design

Read the following words or phrases and translate them into English

1. 提升品牌识别特征
2. 为顾客营造一种消费氛围

Improve brand identity
Put its customers in the mood for buying More marketers uses scents to distinguish their brands The turnover has quadrupled

3. 越来越多的厂家纷纷采用香味 来突出品牌形象 4. 营业额大幅上升,达到原来 的4倍 5. 气味对购买欲望的影响比所 有其他因素加起来的影响都 大

Smell has a greater impact on purchasing than everything else combined

Unit 9-2 Getting through

Group Discussion Pair Work

Questions

Are you familiar with automated voicemail systems?

How do you think of it?

Read the following words or phrases and translate them into English
1. Let me call you back later. 2. Let me read that back to you. 3. I’m just looking up his number on the computer 4. Hold on a moment. 5. Sorry, the battery on my mobile is about to run out 6. Sorry, he is tied up with sth. at the moment. Can I help? 7. I’m just putting you on hold for a moment. 8. The operator is unavailable to take your call 9. Could you put me through to the boss? 10.Can I take down your name?

1. 我过会给你回。 2. 让我把你的话重复一遍。 3. 我正在电脑上查找他的号码。 4. 别挂机,请稍等。 5. 对不起我的手机快没电了。 6. 对不起,他这会手头正忙, 我能帮什么忙吗? 7. 请稍候。 8. 接线员忙不能回答。 9. 能帮我接通*宓缁奥穑 10. 能让我记下你的名字吗?

Reading

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Related words: Email marketing Online marketer

Spam
Junk email Email newsletter 电子邮件通讯 Entrepreneur infopreneuer 信息企业家

Testimonial advertising 推荐广告(利用名人)

Read the following words or phrases and translate them into English 1. Become an online marketer? Teach yourself in just 2hours! 1. 想成为网络营销商吗?只要两 2. Explode your online marketing profits 个小时便可自学成才! 3. Without doing anything different 2. 迅猛增长你的网络营销利润 4. Give online help and advice about 3. 无需花费大力气 marketing 4. 提供营销咨询 5. Profits from selling marketing 5. 营销知识所得利润 expertise 6. 网上销售医学知识 6. Selling medical information online 7. 传授网上营销技能 8. 为人们如何成为网络营销商指 7. Pass on online marketing expertise 8. Tips on how to become an online 点迷津 marketer 9. 从网络营销中获得利润25万 9. Take home $250,000 from his online 美元 work 10. 基金会支付一万美元资 助。。。 10.The foundation took about $10,000 to help to pay for….

writing

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Dear Mr.Kay, Further to your message regarding next week’s brand development meeting, I can confirm that I will be able to attend. Please also find attached Scentair’s latest proposal, which we can discuss in more detail next week. I look forward to seeing you.

Best regards
John taylor

Writing

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Report on from focus group research introduction Introduction The aim of this report is to make recommendations based on findings from ten focus groups. Findings Firstly, nearly ? of responses to the cherry flavour were very positive with only 7% being nether positive nor negative about the product.

Writing

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On the other hand, about 2/3 said they dislikes the strawberry flavour because of the sugar and artificial tastes. Finally, with regard to the normal and diet versions, approximately 20% more people preferred the diet cherry version and nearly three times as many preferred the diet strawberry version.

Writing

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recommendation

Based on these findings, I would recommend that the company launches two types of cherry flavour drink (normal and diet). While I wouldn’t suggest a normal strawberry version, the company could consider producing a diet version which was clearly more popular.


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