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1、高等学校英语拓展系列教程高等学校英语拓展系列教程Business English Reading商务英语阅读商务英语阅读ContentsWarm up1Term Study2Outline of the Texts3Discussion4More Information5Unit 6 GlobalBrands 1.Warm up“Consumer needs are amazingly similar market to market;the challenge for the agency is to touch people with a message.”Grace AtkinsonA
2、Quotation:1.Warm up The following are some famous global brands.Are you familiar with them?Discuss with your classmates.Text BText A1.Warm upWarm-up questions 1.Warm up(Text A)Do you usually intend to buy branded products?What does a brand mean to a company or to the companys consumers?Can you recog
3、nize how many famous brands are American?What is your general impression on American brands in China?Text A:termsText B:warm-upThink about the following questions:2.Warm-up(Text B)Many students now possess a cell phone or mobile phone.Do you have one?What brand is your mobile phone?Suppose you haven
4、t possessed a cell phone or you want to change your cell phone,then which brand do you intend to buy?What factors will fall into your consideration when you buy a cell phone?Think about the following questions:Company Logo2.Term StudyText BText AGlobal brands2.Term Study(Text A)A brand is a name or
5、trademark connected with a product or producer.Brands have become increasingly important components of culture and the economy,now being described as cultural accessories and personal philosophies.(From Wikipedia)BrandBrand2.Term Study(Text A)The brand name is often used interchangeably within brand
6、,although it is more correctly used to specifically denote written or spoken linguistic elements of any product.A brand name constitutes a type of trademark,if the brand name exclusively identifies the brand owner as the commercial source of products or services.Company LogoForeign Language Teaching
7、 and Research PressBrand2.Term Study(Text A)品牌：国际营销界最权威的机构美国市场营销学会所给的定义为：品牌是一种名称、术语、标记、符号或设计，或是它们的组合运用。其目的是借以辨认某个销售者或销售群体的产品或服务，并使之与竞争对手的产品和服务区分开来。品牌一般由两部分组成：一是品牌名称，即可以用语言来表示的部分，如“海尔”，“长虹”等都是中国国内知名品牌的名称；而是品牌标志，指的是不能用语言表达的部分，如符号、图案、基准色和标准字体等。Company LogoForeign Language Teaching and Research PressBra
8、nd2.Term Study(Text A)“品牌就是指你与客户间的关系，说到底，起作用的不是你在广告或其他宣传中向他们许诺了什么，而是他们反馈了什么以及你又如何做出反应。对我们来说，口碑极其重要。简而言之，品牌就是人们私下里对你的评价。”杰夫贝佐斯（美国亚马逊公司总裁）Text B:termsText A:outline2.Term Study(Text B)Foreign Language Teaching and Research PressHigh-end ProductHigh-end Product 高端产品：所谓高端产品通常是指目标消费群体能力相对较强、消费层次相对较高、技术相对
9、领先、利润率相对较高的产品。相关的概念还有高端市场(High-end Market)以及高端顾客(High-end Customers)等。Low-end Product 低端产品：与高端产品概念相对。Text BText AOutline 3.Outline of the TextsForeign Language Teaching and Research PressForeign Language Teaching and Research Press 3.Outline of the TextsText A OutlineParas.Paras.2-122-12Text B:outli
10、neText A:discussionForeign Language Teaching and Research Press 3.Outline of the TextsText B Outline Chinese appetite for handsets tends to be more fashionable and sophisticated,which is a nice ring for foreign handset makers.Foreign handset brands gain popularity in the Chinese market,and the home
11、team has also made huge success.Paras.1-4Paras.5-104.Discussion TEXTTEXTTEXTTEXTForeign Language Teaching and Research PressQuestions for discussionText AText B4.Discussion Foreign Language Teaching and Research PressText AAccording to the text,what are the ways for brands to cross borders?List them
12、 out.“In fact,getting the three factors rightimagery,relevance and innovationcan translate into an advertising and sales bonanza abroad.”what is your understanding of this idea?“Consumer needs are amazingly similar market to market;the challenge for the agency is to touch people with a message.”Do y
13、ou agree with this idea?More informationText B:discussion4.Discussion Foreign Language Teaching and Research PressText BIn front of the fierce competition from the foreign brands of handsets,what suggestions can you give to Chinese handsets producers?What markets in other countries can Chinese produ
14、cers expand business into?More informationCompany Logo5.More InformationForeign Language Teaching and Research Press国际品牌国际品牌 (百度百科百度百科)是指在国际市场上知名度,美誉度较高,产品辐射全球的品牌,例如可口可乐,麦当劳,万宝路,奔驰,爱立信,微软,皮尔 卡丹等。国际品牌一般有以下三个特征国际品牌一般有以下三个特征：l是品牌历史悠久，有的在本国有着几十年甚至上百年的历史；l经常能引领业界的发展方向；l有支撑该品牌的知师。Foreign Language Teaching
15、 and Research Press世界品牌实验室世界品牌实验室 (百度百科百度百科)5.More Information世界品牌实验室是由1999年诺贝尔经济学奖得主罗伯特蒙代尔教授(Robert Mundell)担任主席的世界经理人资讯有限公司()的全资附属机构,致力于品牌评估、品牌传播和品牌管理，其专家和顾问来自美国哈佛大学、耶鲁大学、麻省理工学院，英国牛津大学、剑桥大学等世界顶级学府，其研究成果已经成为许多企业并购过程中无形资产评估的重要依据,其独创的评估方法“品牌附加值工具箱”(Brand value Added Tools)与目前通行的“经济适用法”(Economic Use M
16、ethod)相吻合。Foreign Language Teaching and Research Press世界品牌实验室世界品牌实验室 (百度百科百度百科)5.More Information世界品牌500强排行榜(The Worlds 500 Most Influential Brand)的评判依据是品牌的世界影响力。品牌影响力(Brand Influence)是指品牌开拓市场、占领市场并获得利润的能力。世界品牌实验室按照品牌影响力的三项关键指标：市场占有率(Share of Market)、品牌忠诚度(Brand Loyalty)和全球领导力(Global Leadership)对世界级
17、品牌进行了评分，1分表示一般，5分表示极强。世界品牌实验室经过长达半年对全球5810个知名品牌的调查分析，根据品牌影响力的各项指标进行评估，最终推出了世界最具影响力的500个品牌。Foreign Language Teaching and Research Press20082008年度世界品牌年度世界品牌500500强排行榜强排行榜 (前前2020名名)5.More Information1 Harvard 哈佛大学2 Coca-Cola 可口可乐3 Citigroup 美国花旗集团4 Google 谷歌5 Benz 奔驰6 Wal-Mart 沃尔玛7 Microsoft 微软8 Mcdon
18、alds 麦当劳9 IBM 国际商用机器10 Apple 苹果电脑Foreign Language Teaching and Research Press20082008年度世界品牌年度世界品牌500500强排行榜强排行榜 (前前2020名名)5.More Information11 GE 通用电气12 Intel 英特尔13 Wall Street Journal 华尔街日报14 Marlboro 万宝路15 HP 惠普16 TIME 时代17 FOX 福克斯18 Youtube 19 Thomson Reuters 汤姆森路透社20 National Geographic Society 国家地理学会高等学校英语拓展系列教程高等学校英语拓展系列教程Business English Reading商务英语阅读商务英语阅读