商务英语U4a.ppt

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,商务英语U4a,Objectives,You will be able to,Unit 4a Brand power,talk about brands and marketing.,practice reading for specific information.,practice listening for gist and specific information.,3,Overview,Selling points,卖点,Speaking what brand they would buy and why,Listening 1 reasons for buying products,Brandstretching,品牌延伸,Reading 1 ways in which supermarkets are stretching,Speaking whether they would buy the products,Sainsburys Bank,塞恩斯伯里超市银行,Reading 2,extracts from Sainsburys advertising leaflets,Speaking advantages and dis-of buying sth.fm one provider,Listening 2&3 an interview about marketing financial services,Speaking a brief oral summary of the interview,Unit 4a Brand power,4,Vocabulary Preparation,selling point,environmental-friendliness,user-friendliness,a computer superstore,kitchen appliances,competitive advantage,diversify,own-label clothing,shopping habits,basic requirements,industry analyst,cut-price,卖点（吸引顾客的）,对环境无害的,用户使用方便的,电脑超市,厨房用具,多元化,自己品牌的服装,竞争优势,购物习惯,（生活的）基本需求,行业分析家,降价销售的,5,Vocabulary Preparation,retail food market,saturate,streit,personal loan,mortgage,m:gid,savings account,margin,boost profits,publicity,pblisiti,brand consultants,estate,isteit,agent,bonus,buns,points,loyalty scheme,brand loyalty,air miles,食品零售市场,使饱和,个人贷款,住房按揭,储蓄帐户,招引公众注意、名声、宣传,房地产商,利差，赚头,积分,提高利润,品牌顾问公司,忠实（顾客）奖励计划,品牌忠诚,里程奖,voucher vaut,banking sector,target customer,interest rate,direct mail,public relations,retailer,retail group,customer-focused,incentive,insentiv,Vocabulary Preparation,优惠奖券,银行业,销售对象,利率,直接邮寄广告推销法,公共关系,销售商,以顾客为中心的,刺激,零售集团,7,Work in pairs.Look at the products below.What brand of each product would your partner buy?Why?,Speaking,Selling points,Most Popular in the world,Find out which products are attracting the most attention:,Mobile Phones,Whats hot in Mobile Phones?,Most Popular Mobile Phones,(2009),Cars,Top 10 Cars for Teens,Names,Is your name in the most popular Chinese names?,8,What is a strong brand?,The brand of a company is created by the company and its customers together.The company has to make clear through its brand the promise it makes to its customers,based on the strategies and vision for the future of its business and products.It is vital that the company fully comprehends exactly what the customers expect from the brand,and that it continually lives up to these expectations.,9,What is a strong brand?,The aim of brand management is to create a brand that will build this long-term relationship-an unshakeable bond-between the company and its customers.,10,What are the benefits of a strong brand?,If there is no obvious difference between the products or services of different companies and their prices are the same,customers will be attracted to the stronger brand.Furthermore,a strong brand can be sold at a higher premium price and is thus a powerful way to escape price competition.A strong brand attracts loyal customers who repeatedly purchase the same brand,and it can maximize the effectiveness of marketing activities.A strong brand increases corporate profits over the long term,enhancing the overall corporate value.,What are the benefits of a strong brand The importance of brand management Knowledge Hakuhodo Brand Consulting.htm,11,Reference to the Questions,a brand,代表一种文化,具有很高的可信度,提供良好的售后服务,采用方便用户的使用设计,12,represents a certain culture,carries high credibility,provides good after-sales service,makes user-friendly design,Reference to the Questions,Customer,被优质的品牌形象所吸引,喜欢畅销品牌,/,良好的,(,稳定的,),质量,具有强烈的品牌信任感,不介意价格有点高,信赖产品的可靠,13,is attracted by the quality brand image,favors brand leader/good(consistent)quality,has a strong sense of brand loyalty,doesnt mind that the price is a bit higher,has confidence in the reliability of the product,Listening 1,Reasons for buying products,14,Five people explain why they bought one of the products.Listen and decide the main reason for each question.,1,2,3,4,5,A after-sales service,B environmental-friendliness,C performance,D price,E reliability,F reputation,G style,H user-friendliness,G,H,D,B,E,Reliability and after-sales service are all very important,but they are not exactly exciting,are they?,产品的可靠性和售后服务都很重要，但这些并不完全是刺激你购买的因素，对吧？,I want my car to say something about me.,我想让我的车来展示我的个性。,I want something which looks sporty and attracts attention.,我想要一辆时髦的能够引人注目的汽车。,sporty a.,运动赛的,;,气派大的,;,轻快的,And then I saw that advert on TV with those new computers.,后来我在电视上看到了这则新型的电脑广告,.,注意；,advertising,是广告的总称，是不可数名词；,advertisement,是具体的广告，是可以数名词。,Get onto the internet,上网,I thought buying a mobile phone would be easy,but it wasnt.,我原以为买手机是很容易的事情，但事实并非如此。,Listening 1 key points,all this stuff about monthly service contracts and different tariffs at different times of day.,所有这些每月维修合同以及一天内不同时段的不同收费标准等玩意儿。,n.,关税,tariff n.,关税表,价格表,收费表,vt.,课以关税,I worked out that the best deal for me was a one-year all-inclusive package.,我认为对我来说，最好的买卖就是一年全包服务。,I used to think that one refrigerator was pretty much like any other,。,我以为各种冰箱没有什么两样。,zone layer,臭氧层；,CFC gases,氟氯化碳气,(chlorofluorocarbon,的缩略词,),And its cheap to run as well.,保养费用便宜。,run=maintain,a particularly well-known make of video recorder,一个“品牌”特别著名的录象机,And its been back to the shop twice already,。,已经两次送到商店修理了。,Listening key points,Reading 1,Brandstretching,17,Read the newspaper article about the large supermarket chains in the U.K.How are they stretching their brands into new markets?,超市多样化经营,the supermarkets diversification,Supermarkets are now diversifying into,(setting up their own banks in order to offer customers)financial services(such as personal loans,mortgages and saving accounts),credit cards,own-label clothing,mobile phones,cut-price electrical goods including computers.,And they may also diversify into,own-label cars,estate agents and dentists.,Text Study,18,As supermarkets continue to diversify into new markets,Madhur Ranatunga asks whether there is anything that supermarkets are not prepared to sell.,由于超市继续想多元化经营发展形成新的市场，曼德哈,雷纳塔加提出超市是否准备无所不售。,as,conj.,引导从句表示原因,如：,As you were not there I left a message.,因为你不在那里，我留了个信儿。,diversify,v.,多元化，多样化,Our factory is trying to diversify its range of products.,我们厂正设法增加产品的品种。,diversification,n.,diversification,of investment,投资多元化,Text Study,19,Parag.1,Is a quiet revolution under way in the nations shopping habits?,国内的购物习惯是否正悄悄地经历着一场革命？,under way,(adv.),正在进行当中,Economic recovery is already under way.,经济正在复苏。,Are we gradually allowing an increasingly select number of large companies to take care of all our basic requirements?,我们是否正逐渐让越来越多的一流大型公司负责满足我们的基本需要？,select,a.,精选的，优等的,That college is very select.,那所学院入学要求十分严格。,We only stay in select hotels.,我们只在一流旅馆住。,Text Study,20,Parag.2,Austin firmly believes that the supermarkets diversifications,is set to continue.,随着这一情况的出现，奥斯汀坚信，超市向多样化经营发展的趋势必定会继续下去。,be set to,很有可能，即将发生,Electricity prices are set to go up again.,电费很有可能再次上涨。,Parag.5,The traditional providers say there,is bound to,come a point when the new banks will eventually want to,widen margins and boost profits,.,传统银行的服务提供者认为，这些新开办的银行总有一天会希望扩大利差，提高利润。,be bound to,肯定会，一定会,You are bound to feel nervous about your interview.,be set to,不如,be bound to,肯定。,Text Study,21,Parag.5,publicity n.,1.,招引公众的注意，名声,seek/,avoid publicity,He attracts a lot of bad publicity with his speech about unmarried mothers.,他关于未婚母亲的演讲招来了很多不利名声。,2.,招引公众注意的手段，宣传,The concert was a good one,but because of bad publicity,very few people came.,这是一场很出色的音乐会，但是因为广告做得差劲，到场的人很少。,repossess v.,再拿到手,取回,使取回,repossesshome,是指如果超市从事银行业务，向顾客提供购房贷款（,home loan,）,那么它就面临着一些可能的风险；如果客户无法按时支付贷款，那么超市就有权回收客户的房屋，并把它出售，以补偿损失。因为在这种情况下，房屋是一种贷款的抵押品，它的所有权是属于超市的，因此，当出现不良贷款时，超市就有权收回该客户的房屋。,Reading 1,Brandstretching,22,Read the article again and answer the questions.,Why are the large UK supermarket chains diversifying?,2.How are the supermarkets able to attract business in the banking sector?,Because the retail food market is saturated.The only opportunities for growth are through diversification and entry into foreign markets.The big supermarkets have already expanded abroad.,Because they have a lower cost base,they can offer better interest rates than traditional banks.,Reading 1,Brandstretching,23,Read the article again and answer the questions.,3.What are the risks involved with brandstretching?,4.How do the large supermarket chains encourage brand loyalty?,There may come a point when providers will want to raise prices.The bad publicity could hurt the brand.Any negative action,(e.g.,repossession)against customers who are also supermarket customers could also damage the brand.,They offer loyalty schemes,giving bonus points which can be traded for air miles or cash discounts.,Brandstretching,24,Imagine your local supermarket offered its own brand of the products and services mentioned in the article.Would you buy them?Why?/Why not?,1 12,张优惠奖励可获打八五折的包价旅游；,2,凭,2,张奖券在英国旅馆休假可享受半价；,凭,2,张奖券可以在,UCI,连锁影城享受二次免费电影,12,张奖券可以获得从伦敦到巴黎的免费机票,Reading 2,Sainsburys Bank,25,Look at the extracts from advertising leaflets for Sainsburys Bank.Match them with financial products in the box.,A,home insurance,B,mortgage,C,personal loan,D,savings account,E,VISA credit card,Reading 2,Sainsburys Bank,26,Enjoying an extra large,20%introductory no-claims,discount STARTING TODAY,在这个广告片段中的关键词是,no-claim discount(,也可以写成,no-claims bonus)“,无索赔奖金”，指的是“保险人因前一年未向保险公司要求赔偿而享有的保险金优惠”,an amount subtracted from the money paid to an insurance company,because no claims have been made for a particular period.,这显然与保险业务有关，因此，这个广告是关于,home insurance,房屋保险的。,Reading 2,Sainsburys Bank,27,Money available,WITHIN DAYS.,这则广告中的关键词是,within days,带有很明确的指示性信息：如果是信用卡或储蓄，均可以即时获得现金而不用等待几天，只有个人信贷,personal loan,要在办理后等待几天，才能获得现金。所以，这个广告是有关,personal loan,个人贷款的。,Reading 2,Sainsburys Bank,28,W,elcomed at over 14 million outlets,AROUND THE WORLD,这则广告中的关键词是,outlets around the world.,其中，,outlet,是“专卖店”，“分销店”的意思，是大公司，大企业所属的专门销售自己产品的连锁店,(a shop that is one of many owned by a particular company and that sells goods which the company has produced).,比如，,a fast-food outlet,一家快餐连锁店。广告中所说的业务覆盖全世界，在各地均有专门的营业部，显然是指信用卡业务，因此，这个广告是有关信用卡的,。,Reading 2,Sainsburys Bank,29,T,he fixed rate,WAY TO PEACE OF MIND,在这则广告中，关键词是,the fixed rate,固定不变的利率，在课文中提到的各种银行业务中，涉及到利率的有,mortgage,personal loan,和,savings account,这三项业务，但广告中有这样的一句话。,peace of mind,宁静的心境，暗示客户可能为利率的多少而担心。储蓄利率的调整权利在银行，客户一般都有接受认可的心态因此可以排除,saving account,这一项。而,personal loan,一般都是借贷双方约定利率的；只有,mortgage,是随着银行利率的变化而变化，如果银行的利率不变，客户就不用担心贷款利率是否会上升。所以这个广告是和抵押贷款有关。,Reading 2,Sainsburys Bank,30,W,here else,will you find,INSTANT ACCESS to your money,and NO FEES?,P,lus,additional Reward Points,WHEREEVER you use it,在这个广告中带有明确指示性信息的词是,instant access to your money and no fees.,客户在银行的储蓄可以随时取出，银行也不收取费用，这个广告是关于,saving accounts,，储蓄帐户的。,这个广告的关键词是,reward points,。银行为了吸引更多的客户，经常在提供信用卡服务的时候，向顾客奖励积分,reward points,因此，这个广告是和信用卡服务有关的。,Reading 2,Sainsburys Bank,31,F,lexible,cover,competitively priced,这个广告中的关键词是,cover,，意思为“给,上保险”，比如：,get the house covered,against fire,给房子买火险。这显然是指保险业务，因此，这个广告是有关,home insurance,房屋保险的。,Key:,A,home insurance,B,mortgage,C,personal loan,D,savings account,E,VISA credit card,32,Sainsburys Bank,What would be the advantages and disadvantages of buying all of these financial products from the same provider?,Advantages,convenience/convenient,get discount through loyalty vouchers,have trust in the reliability of the brand name,have confidence in the good quality,good service,Disadvantages,not necessarily the best deal in every case,over-reliance on one company if anything goes wrong,Advices,do not put all your eggs into one basket(,不要把所有的鸡蛋都放在同一只篮子里,),reduce the risk,减少风险,Listening 2,An interview,33,David Noble,Director of Marketing at Sainsburys Bank,talks about the marketing of Sainsburys financial services.Listen and answer the questions.,1.Who is the target customer?,2.What marketing methods does Sainsburys bank use?,3.How has Sainsburys Bank attracted customers?,The Sainsburys customer,The vast majority of advertising is in-store or through direct mail.They also use public relations as a market tool.,By offering value for money and excellent customer service standards.Reward Points have also been a big attraction.,Listening 2,An interview,34,4.What advantages has Sainsburys Bank over traditional banks?,5.Why does David Noble think it is safe to stretch the Sainsburys brand?,6.How has the Sainsburys brand developed?,As Sainsburys Bank is a telephone operation,it doesnt have the high overheads of a branch network and so can offer better rates.Sainsburys experience in retailing also means it can use its customer-focused mentality.,Because of Sainsburys strength in customer service.,It started as a dairy in 1869 and has grown into a major retail group with over 800 stores.It is still developing.,So,the vast majority of marketing is either in-store or through direct mail.,绝大部分营销是商店里边进行的。或者通过向顾客直接寄邮件的方式来完成。,Weve bought very little advertising space,but we do also use public relations as a marketing tool.,我们购买的广告版面很少，但是我们也把公共关系作为营销的手段。,And how does a new bank like Sainsburys succeed in attracting people away from the High Street Banks?,塞恩斯伯里开办的银行是怎样把人们从传统的银行中吸引过来的？这里的,High Street,是英国英语，指市镇商业区的大街。,Quite simple by offering value for money and excellent customer service standards.,很简单，通过提高资金效益以及提供优质的客户服务方法。这里的,value for money,是指物有所值的程度。,Listening 2 Key points,Our key operation advantage is that,as a telephone-only operation,Sainsburys bank doesnt have the high over-heads that a branch network does.,我们的运作优势是：作为只通过电话运作的业务，塞恩斯伯里银行没有一般银行网点所要支付的管理费用。,overheads,指企业的日常开支，包括工资，租金，设备，内部装饰以及缴税等的花销，费用。,Sainsburys experience in retailing means that its bank can apply a retailers customer-focused mentality to the financial services sector.,塞恩斯伯里在零售业的经验意味着它所属的银行能把零售商的以顾客为中心的理念引入金融服务这一行业。,We firmly believe that our commitment to our customer will prevent brand damage.,我们坚信我们对顾客的承诺会防止对品牌的损害。,Who could have imagined,back in t 1869,that a small family dairy would grow into a major retail group operating over 800 stores?,谁可以想象，早在,1869,年的一个小小的销售奶制品的家庭店铺，会发展成一个拥有,800,多家连锁店的大型集团。,Listening 2 Key points,Listening 3,An interview,37,Listen to the interview again.This time,the cassette will pause at certain points.Choose the best phrase from the list below to continue the conversation.,Use some of the phrases in the box to give a brief(oral or written)summary of David Nobles interview.,brand damage major retail group financial services,competitive advantage bad publicity value for money,direct mail poor customer service high overheads,over 700,000 customers public relations Sainsbury