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1、,Unit 5,新职业英语,Contents,Warm-1,Task Work in pairs. In the table there are some commonly used methods to name a company or brand. Examples of some famous companies or brands are listed below. Discuss with your partner and match the examples with the corresponding methods.,Warm-2,Ford, McDonalds Sony,
2、Google HSBC, KFC Pizza Hut Nike Clean it is simply two made-up words meant to look Scandinavian to American eyes (the “a” and “zs” are not a part of any native words in any of the Scandinavian languages). This is known in the marketing industry as foreign branding. Mattus thought that Denmark was kn
3、own for its dairy products and had a positive image in the US. He included an outline map of Denmark on early labels, as well as the name of Copenhagen.,Text A-4,Reading A,Their daughter Doris Hurley told PBS documentary An Ice Cream Show (1999) that her father Reuben Mattus sat at the kitchen table
4、 for hours saying meaningless words until he came up with a combination he liked. He chose this method so that the name would be completely unique and original.,Text A-5,Reading A,The philosophy of Hagen-Dazs is simple: find the purest and finest ingredients in the world and put them in the best ice
5、 cream, sorbet, and frozen yogurt available. It is a way of doing business that is as demanding as it is uncommon. And it is the reason why the brand has represented fine ice cream for half a century. Since the beginning, Hagen-Dazs has sought to innovate and bring new frozen dessert experiences to
6、its customers, including distinctive flavors such as Vanilla Swiss Almond, Butter Pecan and Dulce de Leche to name just a few. Hagen-Dazs was also the first to introduce the world to ice cream bars for a grown-up taste, with the introduction of the Hagen-Dazs ice cream bars in 1986. Other super prem
7、ium innovations followed, with Frozen Yogurt in 1991 and Sorbet in 1993.,Text A-6,Reading A,To this day, Hagen-Dazs remains committed to developing exceptional new super premium frozen dessert experiences, releasing new flavors every year.,A-Trans-1,哈根达斯 哈根达斯是由来自纽约布朗克斯区的波兰移民鲁本马特斯和露丝马特斯于1961年创办的一个冰淇淋
8、品牌。他们的第一家零售店于1976年在纽约布鲁克林区开张，一开始时只销售香草、巧克力和咖啡三种口味的冰淇淋。随后，哈根达斯开始在美国以及其他54个国家出售特许经销权。它生产冰淇淋、雪糕、冰淇淋蛋糕、果味冰淇淋以及冰冻酸奶。,Reading A,A-Trans-2,Reading A,今天哈根达斯冰淇淋口味有多种，是一个顶级品牌。哈根达斯品牌代表着其冰淇淋非常醇厚（在制作过程中几乎没有空气混入），制作时仅使用蛋黄，并且乳脂含量很高。这同时也意味着哈根达斯冰淇淋的存放温度要比大多数品牌低很多，为的就是保持冰淇淋的硬度。哈根达斯产品在杂货店和专营零售店里都有销售。,A-Trans-3,Reading
9、 A,哈根达斯的名字并非来源于北日耳曼语；它仅仅是两个自创的单词，为的是让美国人觉得它像斯堪的纳维亚语（其中的“a”和“zs”并非任何斯堪的纳维亚语单词中的字母组合）。这在销售行业中被称为品牌异国化。马特斯认为丹麦的乳制品非常出名，并且在美国有一个正面的形象。于是他将丹麦地图以及哥本哈根的名字放在了早期的商标上。,A-Trans-4,Reading A,他们的女儿多丽丝赫利在美国公共广播公司的纪录片冰淇淋博览（1999）中曾讲述道，父亲鲁本马特斯在餐桌前坐了好几个小时，嘴里念叨着一些无意义的单词，直到想出这个他喜欢的组合。他采取这种方式为的是能使名字完全原创，独一无二。,A-Trans-5,R
10、eading A,哈根达斯的理念非常简单：以世界上最纯最好的原料制作出最佳的冰淇淋、果味冰淇淋和冰冻酸奶。这种经营方式不寻常，同时要求也很苛刻，这也是该品牌半个世纪以来都能作为上等冰淇淋代表的原因。从一开始，哈根达斯就设法革新并且带给顾客全新的冰冻甜点的体验，它有一些非常有特色的口味：瑞士香草杏仁、奶油胡桃、牛奶太妃，诸如此类。哈根达斯还于1986年推出了哈根达斯雪糕系列，首次在全世界推出成人口味雪糕。其他顶级产品的创新随之而来，包括1991年推出的冰冻酸奶和1993年推出的果味冰淇淋。,A-Trans-6,Reading A,时至今日，哈根达斯仍致力于开发顶级的冰冻甜点全新体验，每年都推出不
11、同的新口味。,Reading A,flavor,n. a particular taste of a food or drink e.g. You may choose from six popular flavors. e.g. I dont like the flavor of onion. Tran: 这种面包有各种口味。 This bread has plenty of flavors.,Reading A,franchise,n. permission given by a company to someone who wants to sell its goods or servi
12、ces v. to give or sell a franchise to someone e.g. a franchise holder. a franchise agreement e.g. He is starting the first school himself, but subsequent ones will be franchised to use the new method. Tran: 他购买了热狗专营权。 He has bought a hot dog franchise .,containing a lot of things, people, plants, et
13、c. in a small area e.g. Traffic slowed down because of the dense fog. e.g. There was a dense crowd waiting to see the pop star. Tran:我们在茂盛的树林中艰难前行。 We fought our way through dense forest.,Reading A,dense,(“derive” may be used as an intransitive verb or a transitive verb): to come from; to obtain or
14、receive from a source e.g. This idiom derives from an ancient custom. e.g. He has derived great pleasure from reading this book. Tran: 该英文单词来源于法语。 This English word derives from French.,Reading A,derive from,n. one of the things from which something is made, especially one of the foods that are used
15、 together to make a particular dish e.g. Coconut is a basic ingredient for many curries. e.g. Imagination and hard work are the ingredients of success. Tran: 这个蛋糕是用什么做的？ What are the ingredients of the cake?,Reading A,ingredient,v. to introduce new things, ideas, or ways of doing something e.g. We m
16、ust constantly adapt or innovate to ensure success in a growing market. Tran: 想生意越做越好，就得创新。 Businesses have to innovate in order to make new progress.,Reading A,innovate,having a quality or characteristic that makes something different and easily noticed e.g. She has a very distinctive way of keepin
17、g fit. Tran: 战士们穿的军装很醒目。 Soldiers wear a distinctive uniform.,Reading A,distinctive,a. unusually good; excellent e.g. They are exceptional students. e.g.At the age of five, she showed exceptional talent for a musician. Tran: 消防队员表现得非常勇敢。 The firemen showed exceptional bravery.,Reading A,exceptional,
18、v. to make something available to the public e.g. The new film will be released next month. e.g. The commission released its findings. Tran: 什么时候向报纸公布选举日期才是最佳时机？ When is the best moment to release the date of the election to the newspapers?,Reading A,release,A-Task 1-1,Task 1 Answer the following qu
19、estions according to the passage.,Reading A,When was Hagen-Dazs established? 2. Where is Hagen-Dazs sold?,Hagen-Dazs was established in 1961. It is sold both in grocery stores and in dedicated retail outlets.,A-Task 1-2,Reading A,3. What is the meaning of Hagen-Dazs? 4. Why did Reuben Mattus sit at
20、the kitchen table for hours saying meaningless words? 5. Do you think the brand of Hagen-Dazs is a successful one? Why or why not?,It has no meaning. It is simply two made-up words meant to look Scandinavian to American eyes. He was trying to figure out a name that is completely unique and original.
21、 Hagen-Dazs is very successful Because the brand has stood for fine ice cream for half a century.,A-Task 2,Task 2 Complete the following table according to the passage,Reading A,in Brooklyn, New York in 1976,developing exceptional new super premium frozen dessert experiences, releasing new flavors e
22、very year,retailing (in grocery stores, retail outlets), franchising,Reuben and Rose Mattus,vanilla, chocolate and coffee,Vanilla Swiss Almond, Butter Pecan and Dulce de Leche,Business Know-how,Business Know-how,Building up Brand Recognition Create a logo to be used consistently. Recognition and uni
23、queness are more important for the logo than representation of the product/service; Create a catchy slogan that says something powerful and original, in as few words as possible; Develop a website, business cards, a letterhead and other related business tools with a consistent theme; Know the custom
24、ers and use a branding style that appeals to them. Send your message to them through every possible marketing channel; Take every opportunity to leave the customers with a lasting impression.,Reading B,Reading B,Text,Task 1,Task 2,Text B-1,Sunshine Fast Food Franchising Sunshine Fast Food Co., Ltd.
25、draws on more than 30 years of professional knowledge to provide unique market skills and strategies for our franchisees. With a SFF franchise you can turn your dream into a reality and be your own boss. We provide training, assistance in site selection, office design and equipment ordering before y
26、ou open your restaurant and ongoing support once youre open. Our success is based entirely on the success of our franchisees. The obligations of the franchisee and the company are as follows:,Reading B,Text B-2,Reading B,The franchisee is responsible for: Initial franchise fee Finding location Lease
27、hold improvements Leasing or purchasing equipment Marketing and advertising Hiring employees and operating the restaurant Paying a 7% royalty,Text B-3,Reading B,The company provides: Location selection guidance Restaurant layout design guidance Equipment ordering guidance An initial training program
28、 An operations manual Periodic evaluations and ongoing support Marketing guidance and advice,Text B-4,Reading B,To apply for the franchise, you shall go through the following process: Steps Your Actions 1 Complete the Request for Information. 2 Phone interview with our representative to determine if
29、 you qualify to be a franchisee. 3 If you qualify as a prospective franchisee, we will ask you to submit a Request for Consideration Form. 4 Upon receipt of your Request for Consideration Form, our Franchise Award Committee shall review your application. If it is approved, we will send you our Franc
30、hise Disclosure Document by email.,Text B-5,Reading B,5 Phone interview with the president. We demonstrate our management system and market research program. 6 Schedule a Discovery Day meeting with us so we can meet and evaluate you and you us. 7 Within five days of your Discovery Day visit we shall
31、 notify you our decision. If our decision is positive, you will enter into a Franchise Agreement with us and remit to us the Franchise Fee. 8 Within four weeks of the execution of the Franchise Agreement, you will attend the initial Owners Training Sessions and begin pre-opening preparation.,加盟阳光快餐连
32、锁 阳光快餐有限责任公司汲取三十多年的全面专业知识，旨在为我们的受许人提供独特的市场技巧和策略。加盟阳光快餐连锁，您将实现您的梦想，做自己的老板。我们向您提供开业前选址、餐馆设计及设备订购方面的培训和辅助，并在开业后提供持续的支持。我们的成功完全依赖于受许人的成功。受许人和我们公司的责任如下：,B-Trans-1,Reading B,B-Trans-2,Reading B,受许人负责： 首次加盟费 选址 租赁场地装修 设备租赁或采购 营销和广告 雇用职员和餐馆运作 支付7%特许权使用费,B-Trans-3,Reading B,公司提供： 选址指导 餐馆布局设计指导 设备订购指导 初始培训项目
33、运营指导手册 定期评估和持续辅导支持 营销指导和建议,B-Trans-4,Reading B,申请特许经营权需要经过以下流程： 步骤 您需要做的,填写信息采集表 接受我方业务代表的电话面试，确定自己是否符合受许人资格要求。 如果您符合潜在受许人资格要求，您需要提交请求考量表。 特许权授予委员会一旦收到您的请求考量表就会审核您的申请。如果审核通过，您将通过电子邮件收到我们的特许经营信息披露表（简称信息披露表）,1 2 3 4,B-Trans-5,Reading B,5 接受总裁的电话面试。我们会介绍我们的管理系统和市场调查程序。 6 安排“公开日”面谈，以便彼此见面、相互评估。 7 “公开日”会
34、见后5日内，我们会通知您我们是否授予您特许经营权。如果我们决定授予，您将与我们公司签订特许经营协议，并汇寄加盟费。 8 协议生效后4周内，您将参加首次企业主培训会，并着手开业前准备工作。,B-Task 1,Task 1 Decide whether the following statements are true (T) or false (F) according to the passage.,Reading B,1. The franchisee needs to pay an initial franchise fee and an annual 17% royalty. 2. Th
35、e franchisor is responsible for leasing office equipment to the franchisee. 3. After receipt of the Request for Consideration Form and approval by the Committee, the prospective franchisee will receive an FDD by email. 4. The franchise fee must be paid before a Franchise Agreement with SFF Franchisi
36、ng is signed.,F,F,T,F,B-Task 2-1,Reading B,Task 2 Fill in the blanks with the actions below to help decide an SFF franchise award.,Schedule a Discovery Day meeting Review the application by the Committee Sign a Franchise Agreement Interview the applicant by an SFF representative,1. Receive a Request
37、 for Information,2. _,3. Issue a Request for Consideration Form,Feed the applicant back with “No”,Feed the applicant back with “No”,Feed the applicant back with “No”,4. _,Y,Y,Y,Y,N,N,N,B,D,B-Task 2-2,Reading B,6. Phone interview with the president,7. _,8. Meet and evaluate the applicant,Feed the app
38、licant back with “No”,Feed the applicant back with “No”,9. _,5. Email a Franchise Disclosure Document,Y,Y,Y,Y,N,N,C,A,Listening,Listening & Speaking,Task 1,Task 2,Task 3,Task 4,Task 5,L-Task 1,Task 1 Two college students are discussing their favorite mobile phone brands. Listen to the conversation a
39、nd tick off the features that have been mentioned for each brand.,Listening & Speaking,Script,声音,L-1-Script,Task 1 Script,Listening & Speaking,声音,L-Task 2,Listening & Speaking,Script,Task 2,Mr. Marlon and Ms. Diaz are talking about brand protection. Listen to the conversation and choose the best ans
40、wer to each question you hear.,1. A. Registering the company. B. Registering a trademark. C. Registering the business name. 2. A. Reproduce his brand or logo. B. Pay the copyright protection charges. C. Bring an action against other traders who violate his copyright. 3. A. Business names are not exc
41、lusive. B. Business names are not easily recognizable. C. Business names are not effective.,声音,L-2-Script,Task 2 Script,Listening & Speaking,声音,L-Task 3,Listening & Speaking,Script,Task 3 Mr. Denver is discussing the pricing of his companys products with Ms. Jones. Listen to the conversation and dec
42、ide whether the following statements are true (T) or false (F).,T,Mr. Denver believes that the price of a product could be justified by its brand name. 2. Mr. Denver disagrees to win customers by lowering prices. 3. Ms. Jones suggested a reduction of 10% of the price offered.,T,F,声音,L-3-Script,Task
43、3 Script,Listening & Speaking,声音,L-Task 4,Task 4 Ms. White is talking with the exporter Mr. Ford about the packaging for her order. Listen to the conversation and tick off the reasons Ms. White holds against using cartons.,Listening & Speaking,Script,Cartons are more expensive. Cartons are not stron
44、g enough. Cartons are not waterproof. Cartons do not appeal to the eye. Cartons are light. Cartons increase the risk of theft.,声音,L-4-Script,Task 4 Script,Listening & Speaking,声音,L-Task 5-1,Task 5 Listen to the passage twice and fill in the blanks with what you hear.,Listening & Speaking,A brand is
45、backed by an intangible agreement between a consumer and the company selling the products or services under the brand name. A consumer _ basically agrees to select that brand over others based primarily on the brands reputation. Brands have been used since ancient times. For example, people burned s
46、ingular designs into the skin of their livestock to _, while potters and silversmiths marked their wares with initials or other personal tags.,who prefers a particular brand,prove ownership,声音,L-Task 5-2,Listening & Speaking,But it is only since the second half of the 19th century that branding evol
47、ved into_. The Industrial Revolution, new communication systems, and improved modes of transporting goods made it both easier and more necessary for companies to _. As manufacturers gained access to national markets, numerous brand names were born that would achieve national and global status. Proct
48、er and Gamble, Kraft, Heinz, Coca-Cola, Kodak, and Sears were a few of the initial brands that would become common household names by the mid-1900s. Before long, _ to recognize and protect brand names, and branding was extended to servicessuch as car repairas well as products. Thus the brand concept moved into the forefront of modern advertising strategy.,an advanced marketing tool,legal systems were established,advertise brands over larger regions,声音,Writing,Writing,Task 1,Task 2,Task 3,W-Task 1-1,Tas