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1、1.Course Overview2.Course Objectives3.Basic Requirements4.Assessments第1页/共56页OverviewBusiness English Starting upSkills Reading Case Study Language Review Listening Vocabulary第2页/共56页OverviewBusiness English Money Advertising Trade Culture Brand Business Ethics 第3页/共56页1.Course Overview Cover variou
2、s functional areas:marketing,advertising,human resources,production,trade and etc.Focus on:business knowledge and communication skills；analytical skills and problem-solving skills.Designed for students who want to improve their confidence and ability in conducting business in English.第4页/共56页2.Cours
3、e 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.Next 第5页/共56页Language abilities:1 1）听力能力要求：听力能
4、力要求：能基本听懂正常语速的一般商务活动中的能基本听懂正常语速的一般商务活动中的电话、对话、谈判、会议发言等电话、对话、谈判、会议发言等;2 2）阅读能力要求阅读能力要求:能读懂中等难度的商务英语文章，了解作者能读懂中等难度的商务英语文章，了解作者的观点和态度。阅读速度为每分钟的观点和态度。阅读速度为每分钟120-160120-160个单词，理解准个单词，理解准确率在确率在75%75%以上。以上。3 3）口语能力要求：口语能力要求：能够用英语介绍公司状况，进行业务咨询，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。与客户交流，做简单的商务报告等。4 4）写作能力要求：写
5、作能力要求：能够运用所学语言知识，写出基本符合国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。议纪要和电子邮件等。5 5）英汉互译能力要求：英汉互译能力要求：能够翻译一般性商务材料。能够翻译一般性商务材料。Back第6页/共56页Highlight your talents from a MNCPractical skills:skills that transfer into workplace.Internship is a good way to get hands-on exp
6、erience.Cross-cultural communication:being able to really communicate with foreign people.Creative/critical thinking:Chinese learn to memorize,but MNC want talents who have their own ideas.Teamwork and leadership:top graduates=good employees since they have worked so hard to be the best.Assertivenes
7、s 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.Competence,Communication,Creation,Co-operation,Confidence 第7页/共56页The most important:第8页/共56页3.Basic Requiremen
8、ts1.Text Book(Unit 1-14)an exercise book2.Extra Materials3.Group Work(Divided into 6/7 groups and a leader nominated)第9页/共56页4.Assessments:Academic Performance 40%Attendance and punctuality 20%Discussion,Presentation,Meetings 50%Homework,Quiz 30%Final Exam 60%第10页/共56页第11页/共56页QuotationTruly great b
9、rands are more than just labels for products.Sir Anthony Joseph Francis OReilly 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 Irelands first billionaire,he remains one of Irelands richest citizens.He is pop
10、ularly known within Ireland as Tony OReilly.第12页/共56页TasksTasks 1.Starting-up1.Starting-up 2.Definition and 2.Definition and advantagesadvantages of branded goods of branded goods 3.3.Category Category of brand of brand 4.Vocabulary:4.Vocabulary:Brand ManagementBrand Management 5.Listening:5.Listeni
11、ng:Why brands matter?Why brands matter?6.Reading:6.Reading:Made in EuropeMade in Europe 7.Discussion:7.Discussion:Two promotionsTwo promotions 8.Skills:8.Skills:Taking part in meetings1 Taking part in meetings1 第13页/共56页1BA recent survey named the brands below as the worlds top ten.Which do you thin
12、k is number one?Rank the others in order.123567Are you surprised?41098第14页/共56页第15页/共56页第16页/共56页Brand Value ranked according to:Brand Value ranked according to:Weight(market share)35%Breadth(cross section of society)30%Depth(brand loyalty)20%Length(brand-stretching ability)15%第17页/共56页2.What does“b
13、rand”mean?Ad HS-A name,an image,-A name,an image,quality,design,service,reliability,status,price quality,design,service,reliability,status,price A unique combination of three A unique combination of three attributesattributes:Product Product benefitsbenefits:what makes the consumer:what makes the co
14、nsumer like like the productthe product Brand Brand imageimage:what makes the consumer:what makes the consumer trust trust thethe productproduct Consumer Consumer needs/beliefsneeds/beliefs:what makes the consumer:what makes the consumer valuevalue the productthe product 第18页/共56页DiscussionWhy do pe
15、ople 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 consumersb)To manufacturers-Make shopping
16、a lot easier-Buy reliable products(value for money,durable,stylish,well-designed)-High-prestige brands enhance ones status第19页/共56页CListen to two speakers talking about brands.What reasons does each person give for liking or disliking brands?Speaker 1:pro brandsSpeaker 2:anti brandsBranded products
17、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 its so boring.The prices of branded products are inflated.The logo,name and packaging are not worth the money.Yo
18、u cant always buy the genuine products.第20页/共56页Homework 1).1).1).1).Vocabulary:Brand management Ex A,B Vocabulary:Brand management Ex A,B Vocabulary:Brand management Ex A,B Vocabulary:Brand management Ex A,B on P7on P7on P7on P7 2).2).2).2).Reading:Made in Europe Ex A,B,C,D Reading:Made in Europe E
19、x A,B,C,D Reading:Made in Europe Ex A,B,C,D Reading:Made in Europe Ex A,B,C,D on P8on P8on P8on P8 第21页/共56页3.Category of brand-makeupTop-end(upmarket brand):Top-end(upmarket brand):Dior,Lancme,Chanel,SK-II,ShiseidoDior,Lancme,Chanel,SK-II,Shiseido Mid-range:Mid-range:Nivea,Revlon,Olay,PondsNivea,Re
20、vlon,Olay,Ponds Bottom-end(downmarket brand):Bottom-end(downmarket brand):Dabao,CaishiDabao,Caishi 第22页/共56页4AMatch these word partnerships to their meanings.1 loyalty2 image3 stretching4 awareness5 namea)the name given to a product by the company that makes itb)using an existing name on another typ
21、e of productc)the ideas and beliefs people have about a brandd)the tendency to always buy a particular brande)how familiar people are with a brandBRAND第23页/共56页6 launch7 lifecycle8 range9 placement10 endorsementf)the set of products made by a companyg)the use of a well-known person to advertise prod
22、uctsh)when products are used in films or TV programsi)the introduction of a product to the marketj)the length of time people continue to buy a productPRODUCT第24页/共56页BComplete these sentences with word partnerships from Exercise A.BRAND1 The creation of Virgin Cola,Virgin Air,Virgin Rail and Virgin
23、Bride is an example of _.2 Consumers who always buy Levis when they need a new pair of jeans are showing _.3 Not enough people recognize our logo;we need to spend a lot more on raising _.brand stretchingPRODUCT1 David Beckham advertising Vodafone is an example of _.2 A _ consists of introduction,gro
24、wth,maturity and decline.3 The use of BMW cars and Nokia phones in James bond films are examples of _.brand loyaltybrand awarenessproduct endorsementproduct lifecycleproduct placement第25页/共56页4CComplete these sentences with word partnerships from the list.1 Levis,which has been established for over
25、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.3 Volvos _ is that of a well-engineered,upmarket,safe car.4 Suchard is a _ of Swiss chocolate.brand managerluxury brandclassic brandbrand awarene
26、ssbrand imagebrand stretchingbrand loyalty brand leader 第26页/共56页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 _.2 To create goodwill and trust with its valued Chinese consumers,Nestle should work h
27、ard to re-establish its _ through offering quality products.3 Canon USA announced that the Company is the number-one _ in the overall copier market.4 As a _,John will take full responsibility of setting the direction for the brands position in the market.4DComplete these sentences with the remaining
28、 four word partnerships.brand stretchingbrand imagebrand leaderbrand manager第27页/共56页5ASandra 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.1Brands are all about _.2You know what
29、a brand is _,what it _,what its going to _.3You actually trust it to _ _ _ _ again.4One thing about brands is they add a lot of _ and _ and _,as well as giving you the power to _ things.trustaboutmeansdeliverdelivertimetimeandcolorenjoymentfunchoose第28页/共56页5BListen to the second part of the intervi
30、ew and tick the points below which Sandra makes.1People are very loyal to successful brands.2Even successful brands are seen as just a product or a service.3Apple was popular because it wasnt a big corporation.4Apple customers felt that the Mac was an easy product to use.第29页/共56页5CListen to the exa
31、mple Sandra gives of how Wolff-Olins helped a company with its branding and aswer these questions.1What was the company?2What is its business sector?3What advice did they receive?Orange Mobile phonesNot to call the service Microtel,but to create something completely new,based on the idea of optimism
32、.第30页/共56页6AWhy do some companies make luxury products abroad rather than at home?6BRead the article and answer these questions.1 Which brands are mentioned?Which country is each of them from?Coach USA,Burberry UK,Gucci Italy,Prada-Italy 2 Which companies make all of their products in their own coun
33、try?Gucci:Serge Weinberg of PPR says it will not move Guccis production offshore.(line 52)第31页/共56页第32页/共56页6CWhich of the following statements are true?1Coach on longer has factory in Puerto Rico.2Coach,like many other companies,is outsourcing its products to reduce costs.3Some Japanese people choo
34、se to buy Burberry products made in Europe rather than in Japan.4Sanyos store in Tokyo sells Burberry products made only in Asia.5According to Domenico De Sole,the best luxury products are made in Japan.6Gucci is planning to outsource some of its products.7Patrizio Bertelli believes that luxury fash
35、ion products should always be made in Europe.8Amitava Chattopadhyay says that companies need to pay careful attention to where they manufacture their products.truetruetruefalsefalsefalsefalsetrue第33页/共56页6DChoose the best summary of the article.a)Most manufacturers of luxury brands do not wish to pr
36、oduce their goods in low-cost countries because they believe that it will damage their brand image.b)Most manufacturers of top brands now produce their goods in low-cost countries.Consumers no longer care about where the products are manufactured.c)Asian consumers think that European luxury goods ar
37、e of high quality.The current trend of making such goods in Asia could damage the reputation of these luxury brands.第34页/共56页Look for words and phrases which mean the following:1.brand1.brand2.the difference between price and cost of 2.the difference between price and cost of production production3.
38、factory3.factory4.subcontracts4.subcontracts5.making with the permission of the brand 5.making with the permission of the brand ownerowner6.the most important branch of a retail chain6.the most important branch of a retail chain6E1.Label 2.gross margin 3.plant 4.outsources5.produce under license6.Fl
39、agship store第35页/共56页The present simple and the present continuous have several uses.We use the present simple to give factual information,for example about company activities.Many luxury brands make their products in low-cost markets abroad rather than at home.Burberry has many Asian licensing arra
40、ngements.Coach,the US leather goods maker,outsources all its products to lower the costs.We use the present simple to talk about routine activities or habits.Mr.Henson always arrives at the office at 8:30.They usually go out on Sundays.I sometimes go exercising in the fitness center after work.第36页/
41、共56页We use the present continuous to talk about ongoing situations and projects.Many European fashion labels are either already manufacturing in Asia or thinking about it.Coach,like many other companies,is outsourcing its products to reduce costs.Scientists are trying to work out new ways to protect
42、 the environment.We use the present continuous to talk about temporary situations.I am teaching an adult class this weekend.She is working in McDonald during the summer holiday.He is living with his uncle now.The factory is working round the clock to meet the rising demand.第37页/共56页AWhich of the tim
43、e expressions are usually used with the present simple?Which are often used with the present continuous?Which are used with both?usually this year every day now often nowadays once a month currently at the moment these days(PS)(PC)(PS)(PC)(PS)(PC)(PS)(PC&PS)(PC&PS)(PC&PS)第38页/共56页BComplete the sente
44、nces with the present simple or the present continuous forms of the verbs in brackets.1 a)This year we _(try)to develop a brand with personality.b)We usually _(develop)brands that say something.2 a)Powerful brand names _(create)strong consumer loyalty.b)At the moment we _(look)for a new brand name t
45、hat suggests something about the products benefits and qualities.3 a)LOreal _(sell)cosmetics and toiletries to consumers around the world.b)This year LOreal _(invest)over 180m in R&D.4 a)The marketing department always _(keep)within its budget.b)Because the company made a loss last year,the marketin
46、g department _(try)to reduce costs.are tryingdevelopcreateare lookingsellsis investingkeepsis trying第39页/共56页CComplete the text below with the present simple or the present continuous forms of the verbs in brackets.At the moment I _(work)for a cosmetics company.We offer a full range of cosmetic prod
47、ucts and _(sell)cosmetics and toiletries around the world.Our main cosmetics brand _(dominate)the French market and it _(do)well in the rest of Europe at the moment,too.In fact,the brand _(become)more and more popular throughout the world and our market share _(grow)every day.We usually _(develop)an
48、d _(extend)products under our existing brand name.The brand is distinctive and _(stand)out from the competition.However,this year we _(create)a completely new brand of cosmetics.am workingselldominatesis doingis becomingis growingdevelopextendstandsare creating第40页/共56页Homework 1).1).1).1).Grammar:E
49、x B,C on P9 Grammar:Ex B,C on P9 Grammar:Ex B,C on P9 Grammar:Ex B,C on P9 2).Discussion:Two promotions Ex A,B on 2).Discussion:Two promotions Ex A,B on 2).Discussion:Two promotions Ex A,B on 2).Discussion:Two promotions Ex A,B on P10P10P10P10 3 3 3 3).).).).GlossaryGlossaryGlossaryGlossary P P P P1
50、 1 1 164646464-1-1-1-165656565第41页/共56页 商标的故事第42页/共56页7 Case 1Harley DavidsonHarley-Davidson Inc is an American motorcycle manufacturer and was one of the two major American motorcycle manufacturers to survive the Great Depression.The company sells heavyweight motorcycles designed for cruising on hi