Unit 2 Brands
商务英语 Unit 2 Brands
B Complete these sentences with word partnerships from the list. luxury brand classic brand brand awareness brand leader brand stretching brand loyalty brand manager brand image 1 Levis, which has been established for over 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 Volvo’s ________ is that of a wellengineered, upmarket, safe car.
Listening What is branding?
Background information
H. J. Heinz Company（亨氏公司）, commonly known as Heinz, famous for its ketchup, is an American food company with its world headquarters in Pittsburgh, Pennsylvania. Virgin Group Ltd（维珍集团） is a branded venture capital organization founded by British business tycoon Sir Richard Branson. The core business areas are travel, entertainment and aviation.
商务英语综合教程3答案
商务英语综合教程3答案【篇一：商务英语综合教程3】ss=txt>一、基本信息课程编号: 024222007课程名称：体验商务英语综合教程3英文名称:intermediate business english course book课程性质: 专业基础课总学时：72学时学分：4学分适用对象：商务英语专业本科3年级学生先修课程：综合英语二、编写说明（一）课程的性质《体验商务英语综合教程》是为商务英语专业学生开设的一门专业基础课。
这门课程始于二年级下学期，与之前的综合英语课程衔接，使学生在掌握英语语言技能的同时，了解现代国际商务的现状，以达到在体验商务中学习语言、提高商务交际能力的目的。
本课程横跨三个学期，分别使用《体验商务英语综合教程》的第三册、第四册和第五册。
（二）课程教学目标和基本要求本课程作为商务英语专业的基础必修课之一，从培养高级应用型商务英语人才的目标出发，理论联系实际，旨在帮助学生在掌握英语语言技能的同时，了解现代国际商务的现状，以达到在体验商务中学习语言、提高商务交际能力的目标。
本课程要求学生能够掌握重点词汇的英文表达，熟悉现代市场经济条件下商务活动的各个方面和时代课题，如全球化、国际营销、技术创新、营销策略、企业文化、市场竞争、经营风险、危机管理、电子商务等等。
为了达到这些目标，本课程要求学生积极参与课堂讨论，在阅读的基础上，通过角色扮演和案例学习等方式，在完成交际任务中复用所学语言知识，提高交际能力，将自己的经历和观点融入交际活动之中。
（三）课程的重点和难点本课程的讲授时间为三个学期，分别使用《体验商务英语综合教程》的第三册、第四册和第五册。
每册的学习量均为12个单元，单元设计以语言和商务技能为主线，商务词汇、语法的学习与讨论相结合，听力和阅读部分配有角色扮演等交际活动，最后是案例分析或技能运用。
本课程重点涉及体验式的教学和学习方式，学生在形式多样的任务活动中，掌握相关的商务词汇、提高商务英语的听力、阅读和写作能力，达到语言水平和商务技能的同时提高。
新外研版高中英语选择性必修第三册Unit 2课文翻译
Life Behind the Lens镜头背后的人生A white-haired old man riding an ordinary bicycle around the streets of New York. always wearing the same blue workers jacket and simple black running shoes. If you saw him, you’d never think there was anything remarkable about him. And yet every member of New York's wealthy high society wanted nothing more than to pose for this man.一位白发老人总是穿着一件蓝色工装夹克和样式简单的黑色跑鞋,骑着一辆普通的自行车在纽约街头穿梭。
如果你看到他,你不会觉得他有任何引人注目的地方。
然而,纽约富裕的上流社会中每一个人都想着对他摆姿势、请他拍照。
This ordinary-looking man was Bill Cunningham, one of the most important American photographers of the last 50 years.这位看起来普普通通的人就是比尔・坎宁安,美国近五十年来最重要的摄影师之一。
What made Cunningham so great? It certainly wasn't the use of expensive technologically-advanced equipment. Cunningham always used simple, relatively cheap cameras and took all his pictures on the streets of New York, not in a studio. Nor was it a wide range of contacts and connections. Although he always knew where fashionable parties and events were happening,Cunningham liked to photograph ordinary people in the poor Bronx as much as VIPS in rich Manhattan. He foundinspiration where others could not. in simple. everyday scenes such as a man buying oranges at the local grocery store, or a woman riding home on the graffiti-covered subway. These things were real, and it was within their reality that Cunningham saw both beauty and potential. Through his fascination with what people were wearing, and not who they were, he opened the doors of fashion to everyone-fashion as he saw it belonged to thepeople, not just to high society and big brands是什么使得坎宁安享有如此盛誉?当然不是因为他用了昂贵先进的设备。
商务英语Unit2参考答案
商务英语Unit2参考答案Unit 2 BrandsPart I Business V ocabularyDirections: There are 20 incomplete sentences in this part. For each sentence there are four choices marked A, B, C and D. Choose the ONE that best completes the sentence. Then mark the corresponding letter on the Answer Sheet with a single line through the center. This part totals 20 points, one point for each sentence.C1 A brand can be a name, a term or a symbol. It is used to ______________ a product from competitors’ products.A differB competeC differentiateD compareB2 Brands should add value to products. It’s a _______________ effect whereby one plus one equals three.A energyB synergyC coordinationD collaboration D3 The better-known the brand name, the more people want to _______ it _______.A copy…offB send…offC break…offD rip…offA4 In the past Calvin Klein took a relatively passive _______________ to the counterfeit problem.A approachB methodC wayD modeB5 But as sales and brand ________________ have risen, Calvin Klein has become an increasingly popular target for Asian and European counterfeiters.A imageB awarenessC managementD loyaltyD6 I’m worried about the sales of the range of fragrances we ________________ two years ago.A soldB mountedC impoundedD launchedB7 The advert stated – jokingly – that 7 million points were needed for someone to ____________ the jet.A declareB claimC announceD specifyB8 A business student, John Leonard, intends to take Pepsi Cola to_______________ regarding the promotion because he thinks they should give him the prize.A homeB policeC schoolD officeD9 Customers have become less loyal to brands and aremore willing to____________ to lower-priced coffee products.A trade inB trade forC trade upD trade downC10 It is ________________ as an exclusive ground coffee for gourmets.A producedB madeC promotedD soldA11 Thank you for the _____________ order of February 2 for 28,800 raincoats.A captionedB captioningC to captionD captionC12 Y our order will be ready for shipment by February 28 and be packed _________ seaworthy containers.A byB throughC inD withinD13 Our raincoats are now packed in a polythene bag each and then in a cardboard box, 12 dozen ______________ a carton.A inB atC byD toC14 Each carton is ____________ with a polythene sheet and secured by overall strapping.A liningB lineC linedD to lineB15 In addition, the packing is light ________ weight and therefore easy to handle.A toB inC atD forA16 Since a polythene bag is used for each raincoat, it is attractive and _________ for window display.A all readyB alreadyC all readinessD readinessB 17 ____________ regard to packing in cartons for your order, we would like to give you our comments as follows.A AsB WithC ForD AtA18 Cartons lined with plastic sheets can be well protected ____________ moisture, for they can be secured by overall strapping.A againstB forC byD throughC19 Since the trace of pilferage is ___________ more evident, it is easier to file a claim against the insurance company.A manyB lotC muchD fewerB20 Therefore, cartons are convenient ____________ handle and quite suitable for ocean transportation.A forB toC byD inPart II Phrase Translation1 国际品牌International brand2 民族品牌National brand3 品牌商品Branded goods4 品牌管理Brand management5 高档品牌luxury brand6 经典品牌Classic brand7 品牌知名度Brand awareness8 品牌形象Brand image9 品牌忠实Brand loyalty10 品牌延伸Brand stretching11 物有所值V alue for money12 公司战略Corporate strategy13 许可权利Licensing right14 时装设计师Fashion designer15 快餐公司Fast food company16 广告宣传活动Advertising campaign17 研磨咖啡Ground coffee18 市场份额Market share19 消费者调查Consumer survey20 细分市场market SegmentPart III Sentence Translation1.The aim of the advertising campaign is to enhance brand awareness so thatconsumers become more familiar with our coffee products.广告宣传活动的目的是提高品牌知名度以便于消费者更加熟悉我们的咖啡产品。
商务英语unit 2 caferoma (1)
Price:Supermarkets have been producing, under their own label,similar Products to Caferoma at much lower prices.
Copy products:Many similar products which have lower price have cut into Caferoma’s market share.
Advertising Devise a new advertising campaign: Execute specific festivals or brand anniversary discount activities
The public generally like the star as a brand image prolocutor, in order to attract fans note .
批注本地保存成功开通会员云端永久保存去开通
A well-known brand of coffee
An exclusive ground coffee
An Italian style coffee
In the last two years,Caferoma’s share has declined by almost 25%.
Brand image:Cosumers reflect that the brand no longerconveys a feeling of excitement and enthusiam,and that it does not give the pression of being up-to-date and contemporary.
UNIT TWO
UNIT TWOText A The Age of GlobalityBig is in, and "very big" is very in. Barely a week goes by without another large and often astonishing merger. There is hardly time to recover from Citibank and Travelers, with its frontal challenge to New Deal banking rules, before Daimler-Benz and Chrysler take to the road, shaking the automotive and financial world. In between, a couple of huge banks get together, and Germany's dominant publisher sweeps in to acquire perhaps the most famous name in American books. What seemed to be the megamergers of yesteryear begin to look more like minis.The scale and audacity of these combinations are impressive, of course. But they also make people vaguely uneasy. Are these combinations becoming too powerful, too dominant—simply too big? The cross-border mergers provoke a deeper anxiety: will the tidal wave of transactions wash away national character? The question is particularly pointed for "Daimler Chrysler." After all, Chrysler was enough of a national champion to be bailed out by the federal government in 1978; and somehow it seemed altogether fitting that rescuer-in-chief Lee Iacocca would also take on the project of refurbishing another national icon, the Statue of Liberty. For its part, Daimler-Benz is the very epitome of German engineering prowess and its Mercedes cars the embodiment of prestige on wheels.The $38 billion proposed combination underlines a momentous fact: the world is entering a new type of capitalism. Karl Otoo-Pohl, the former head of the German Bundesbank, calls it "the era of very big companies." And those very big companies, in turn, reflect the fact that the world economy is undergoing fundamental change.For several years now, "globalization" has been the mantra for the expansion of international trade and foreign investment and the integration of markets. But we are now beginning to see a reality beyond globalization—the world of "globality." This is not so much a process as a condition, a world economy in which traditional and familiar boundaries are being surmounted or made irrelevant. Companies and investors operate in a 24-hour world. Currency traders see the same information at the same time, and can act on it simultaneously, where they are in Singapore, London or New York (assuming only that they are all awake at the same time). Billions of dollars move at the push of a button. Global branding is the great game. Work is networked among North America, Europe and Asia via computer. And even the very idea of a corporate headquarters is beginning to become a metaphysical concept; increasingly, the corridors in which managers run into each other are not physical but electronic.The forces creating this new globality are the very imperatives that are driving the mergers. One is the demand by money mangers—themselves competing to retain and attract assets—for quarterly performance and earnings growth that will propel stock prices upward. It is they, ultimately, who are calling the tune these days. Outside the United States and Britain, this has become known as the "Anglo-Saxon model of shareholder value.”Daimler's path to the altar began five years ago, when it made the crucial decision to put itself under the sway of the "Anglo-Saxons" by listing itself on the New York Stock Exchange. To do so, it began to use U.S accounting standards that revealed that, contrary to its German accountants, it wasn't doing very well at the time. Since then, Daimler has remade itself from a clumsy conglomerate into a firm focused solely on the automotive industry. Its further quest forshareholder value has now led it to Chrysler. And the much higher stock price with which it has been rewarded for its conversion to the Anglo-Saxon faith provides the currency it is using to pay for the deal.The second driver is in the marketplace itself. The borders that constrained commerce—but also protected companies from the full brunt of competition—are eroding. Governments are retreating from the control of the commanding heights of their economies: they are privatizing and deregulating. Barriers to trade and investment are coming down rapidly. Ever-cheaper communications and ever-faster computers, along with the Internet, are facilitating the flow of goods and services, as well as knowledge and information. Increasingly, companies are integrating their global strategies with global capital markets.All this greatly widens opportunities. It also greatly intensifies competition. This—along with the demands of investors—means that pressures for performance will become ever more relentless. The result is the propensity to merge—in order to improve corporate performance, protect and enhance the company's competitive position, build and protect broadly based brands and gain all the advantages of scale in wider markets.For Daimler-Benz and Chrysler, the merger is about assembling the right parts to win in the global automotive market. This is a merger driven by industrial logic and growth strategy, rather than by the cost-cutting that often underpins mergers. Chrysler is basically a North American company, strong in lower-priced cars, very strong in sport utility vehicles, but weak internationally. Daimler's Mercedes makes it pre-eminent in the upper part of the automotive market—but not in the Unite States. On its own, Chrysler has little hope of building its non-U.S. franchise, while Daimler suffers from being a minor player in the innovative—and huge—U.S. market. Neither is strong in Asia. Together, they become a full-range auto company, capable of competing in almost every arena, equipped to deploy huge cash flow and technology around the world.The way the deal is being done is also noteworthy, underlining how the world's capital markets are being integrated. Chrysler shareholders are not going to receive cash; they are going to end up with shares in the German company. Five years ago, such a financial structure would have been, at best, most improbable and almost certainly unacceptable to investors.Putting a deal like this together is nevertheless an immense undertaking. Getting it closed is more than challenging. But the hardest part will be making it work. At the outset of mergers, the tendency is to downplay the differences in style, corporate, values and national character. But history indicates that those differences often turn out to be more problematic than initially anticipated. Even with the best of intentions—and the most attractive incentives—friction, at the very least, is inevitable, and managing such friction is a major taskOne of the problems of the new globality is that it encourages scale and yet at the same time requires greater emphasis on managerial creativity, entrepreneurial values and initiatives and responsiveness to the market. Surely one of the most important challenges for the new company will be to avoid squelching those characteristics in the course of integrating the two operations. The point is to become more flexible, fast-moving and adaptive, not less.A huge risk in this new era of megamergers is to be blindsided in the quest for global scale. Yes, the competitive playing field is much wider than ever before. But that does not mean that national values, tastes and character have disappeared—whether within companies themselves or among their customers. A company, big or small, that misses that reality is quite likely toproduce less value.ExercisesIII. Multiple choices1. The main theme of this passage is____.A. International business mergers have entered a new eraB. The Daimler-Chrysler merger is the biggest in historyC. Transnational companies are more efficient than domestic companiesD. The amalgamation of automobile companies is an inevitable trend2. “Big is in” means______.A. large things are more important than small ones.B. big cars are better than small ones.C. it is fashionable to form large business companies.D. small things are always on the outside.3. The scale and audacity of these combinations are impressive, o f course. “Audacity” means____.A. brazennessB. boldnessC. speedinessD. modesty4. International business mergers “make people vaguely uneasy” because_____.A. they will lead to price increases.B. the world is entering a new type of capitalism.C. the world economy is undergoing fundamental change.D. they may do away with national characteristics.5. The metaphor the author used to describe the merger trend is _______.A. The Statue of Liberty.B. A tidal wave.C. Prestige on wheels.D. The great game.6. The “globalization” is called a “mantra” mainly because ________.A. it is vague but it sounds impressive.B. it was coined by Lee Iacocca.C. it is a Buddhist term.D. mantra is easier to pronounce than globalization.7. “Calling the tune” means_______.A. going into the music business.B. putting cassette players in motor cars.C. exercising control.D. boosting stock prices.8. “Daimler’s path to the altar” compares the company’s merger process to______.A. a religious conversion.B. wedding preparations.C. visiting a church.D. Anglo-Saxon architecture.9. All of the following are factors that facilitate the flow of goods and services EXCEPT______.A. ever-cheaper communicationsB. the InternetC. ever-faster computersD. modern logistic10. The benefits of a merger are the following EXCEPT___.A. to enhance the company’s competitive position.B. to improve corporate performance.C. to build and protect broadly based brands.D. to cut down price.11. “Assembling the right parts” is an apt description of the Daimler-Chrysler merger because _____.A. the merger was driven by industrial logic and growth strategyB. they have achieved advantages of scaleC. the move was the correct corporate strategyD. it reminds us that they are automobile companies12. A huge risk in this new era of megamergers is _______.A. to be in the quest for global scaleB. to be optimisticC. to be blindD. to stick to the old tradition13. The new globality requires emphasis on _____.A. managerial creativityB. entrepreneurial valuesC. initiatives and responsiveness to the marketD. all of the above14. In a much wider competitive playing field, we should not neglect ______.A. national valuesB. characterC. tastesD. all of the above15. The author’s attitude to globality is ________.A. optimisticB. cynicalC. contradictoryD. pessimistic。
新编剑桥商务英语高级unit2
Product Development (New Products/Existing Market)
to roll out a new product(s) in a market with which you are already familiar.
requires the business to develop new abilities and continuously adapt the products until they achieve marketplace success.
Often the difference can be academic, but a take over is what happens when a larger company buys a smaller company and a merger is when two similar sized companies join together.
Subsidiary
R&D Division Headquarters Sales Offices
Main Plant Warehouse
Sales Offices
3. What is the different between the following words and phrase?
1. A sales office and a subsidiary 2. A warehouse and a plant 3. The headquarter and a division
Market Penetration (Existing Products/Existing Markets)
designed to give the business a greater percentage of market share.
商务英语Unit2译文及答案
金融市场概览彼得是一家企业的工业工程师，月收入3000美元。
他把工资分为三部分：一部分用于购买衣、食、住、行等生活必须品；一部分用来投资股票；另一部分用以偿还一笔利率为5%的15年期的150，000美元的抵押贷款，每年偿还10，500美元，其中包括500美元的利息。
我们对货币相当熟悉，因为人们几乎天天接触货币。
人们取得货币收入，用货币购买商品、支付劳务。
现在大部分的货币都是纸制货币或金属货币。
但是过去人们也常常使用商品充当货币，比如贝壳就是中国历史上的第一种实物货币。
如今，随着电子技术在银行的业务经营中的运用，无形货币应运而生，而借贷卡、信用卡和智能卡在类的银行塑料卡也将逐步取代现钞和支票，成为广泛运用的支付工具。
有两种基本的货币活动：货币收支和货币借贷。
货币收支，通常称为货币流通，是指货币的取得和使用。
由于货币在时空上分布的不均衡，货币往往时多时少、此余彼缺。
于是就出现了以信用为基础的货币借贷，即以偿还本金和一定利息为条件的借贷活动。
利息是向他人提供货币所取得的收入而利率则是决定利息高低的关键，它是利息与本金的比率。
货币收支和货币借贷，密切联系，相互渗透，形成了一个新的范畴---金融，即货币的融通。
因此，金融市场就是融资场所。
货币市场是指交易一年期以内短期债务凭证的市场,资本市场指的是交易一年期以上的长期资产和债务凭证的市场。
国际金融市场是本国居民在国内金融市场以外与非本国居民从事金融资产交易活动的场所。
比如，美国居民在美洲银行的储蓄活动属于国内金融交易活动，而瑞士银行吸纳日本企业家的美元存款则属于国际金融交易的范畴。
由于电讯系统和数据处理方面的进步，国际金融市场超越国界，日益趋于一体化。
最引人注目的案例非1997年夏天发生的东南亚金融危机莫属。
让我们回顾一下这一历史事件：7月发生的泰国金融危机迅速蔓延整个东南亚，10月香港、印尼遭袭，11月波及韩国。
该危机由索罗斯量子基金的袭击直接所致。
由于东南亚国家采用与美元挂钩的浮动汇率制，因此一旦兑美元的汇率急剧变化，则几乎所有东南亚市场的股价下跌，损失惨重。
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Pricing Within Individual Markets
Determined by: Corporate objectives Costs Customer behavior and market conditions Market structure Environmental constraints
procurement, manufacturing, logistics, marketing costs
Demand and Market Factors
Pricing Within Individual Markets
The price elasticity of consumer demand
Life Cycle
Maturity Growth Saturation Introduction Decline
Product Life Circle
Introduction---the bringing in and bringing on of the new product. Growth---sales and demand both rise where this is successful; unit costs decline. Maturity---the product is now a familiar and wellloved feature on the market. The last part of this stage is saturation. Decline--- the product is deemed to have run its course and no more value or profit is gained from it. It will be withdrawn from the market.
education and demonstration,
bonus packs (加量不加价), direct mail, money-off-promotion (降价促销), free samples,
Public Relations
Public Relations (PR) builds images
Marketing involves: - Identifying consumer needs and wants in order to develop the product. - Setting the price. - Deciding on the best place to sell the product. - Deciding on how to promote the product. 4ps—product, price, place, promotion
2. price
Why can you buy Rejoice at the price of ¥9.9? The price must reflect both the willingness and capability of the customer to pay. Value of the product The ability of the customers to pay Volume of sales required. Competition Price war
Product Characteristics
Product Constituents Branding Packaging Appearance Method of Operation or Usage Quality Service Country-of-Origin Effects
Pricing Within Individual Markets
Corporate Objectives
Profitability (ROI) and competitiveness in the market
(market share) Market situation product is a bundle of tangible and intangible attributes including packing, color, and brand, plus the services and even the reputation of the seller. Products also can be services or ideas. There are generally two kinds of products: consumer products and industrial products.
strongly affects pricing in markets. Customer perceptions of product offerings and marketing communications. Cooperation and strength of intermediaries.
Arguments Against Price Controls
The maximum price becomes the minimum price.
In a wage-price spiral, labor turns against
restrictions as wage increases are forestalled. Government controls are difficult to enforce and less tax is raised because less money is made. Governments may need to bail out companies to prevent bankruptcies and unemployment.
Pricing Within Individual Markets
Environmental Constraints
Governments policy measures (taxes and tariffs)
and price controls influence prices and pricing levels directly. Price controls require marketers to operate as if in regulated industries.
1. Product
What kind of product do you want to buy? Quality and Durability, Value, Design Image of the product Branding—can give credence and confidence. Product Benefits– after-sale service, spare parts,
PR’s goal is understanding and acceptance.
The methods to promote your products: 1) Personal selling 2) Advertising 3) Publicity 4) Sale promotion
Other Promotional Elements
Personal Selling
Typically associated big-ticket (high-priced) items such
Marketing
The difference between market and marketing. Marketing– the competitive process by which goods and services are offered for consumption at a profit. It’s about building a reputation and making sales for cash and profits in particular markets. Fundamental concept—the relationship between oneself and clients.
3. Promotion
Promotion is the combination of methods to generate public awareness, identity, confidence, desire and conviction in a product and usage by the general public. Methods---advertising in all mass media, slogan sponsorship of events product show, trade exhibition/fairs image, product name, public relationships
as industrial goods. Proper training is crucial to success.
Who are our customers?
Sales Promotions
Couponing, sampling premiums (赠品),
50% off with Coupon
Market Structure and Competition
Other competitors in the market affect and
limit the strategic responses of marketers to changing market conditions.