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,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,职业综合,英语,2,Unit 5,Brand,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,职业综合,英语,2,Unit 5,Brand,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,Unit 5,ENGLISH FOR CAREERS,Unit 5,Brand,职业综合英语,2,新职业英语,1/74,Contents,Listening&Speaking,4,Warming-up,1,Reading A,2,Reading B,3,Language Lab,7,Language Lab,7,Writing,5,Mini-project,6,Language Lab,7,Entertainment,8,2/74,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.,3/74,Warm-2,Ford,McDonalds,Sony,Google,HSBC,KFC,Pizza Hut,Nike,Clean&Clear,Hagen-Dazs,4/74,Reading A,Reading A,Text,Task 1,Task 2,Business Know-how,5/74,Text A-1,Hagen-Dazs,Hagen-Dazs is a brand of ice cream,established by Polish immigrants Reuben and,Rose Mattus in the Bronx,New York in 1961.,Starting with only three,flavors,:vanilla,chocolate,and coffee,the company opened its first retail,store in Brooklyn,New York in 1976.Hagen-Dazs,then offered,franchises,throughout the United,States and 54 other countries around the world.,Hagen-Dazs produces ice cream,ice cream bars,ice cream cakes,sorbet and frozen yogurt.,Reading A,6/74,Text A-2,Reading A,The ice cream now comes in many different,flavors and is a“super-premium”brand,meaning it is quite,dense,(very little air is mixed,in during manufacture),uses only egg yolks,and has a high butterfat content.Hagen-Dazs,is also meant to be kept at a temperature that,is substantially lower than most ice creams in,order to keep its intended firmness.It is sold,both in grocery stores and in dedicated retail,outlets.,7/74,Text A-3,Reading A,The name of Hagen-Dazs does not,derive from,any of the North Germanic languages;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 known 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.,8/74,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 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.,9/74,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 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 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 premium innovations followed,with Frozen Yogurt in 1991 and Sorbet in 1993.,10/74,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.,11/74,A-Trans-1,哈根达斯,哈根达斯是由来自纽约布朗克斯区波兰移民鲁本,马特斯和露丝,马特斯于,1961,年创办一个冰淇淋品牌。他们第一家零售店于,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冰淇淋。随即，哈根达斯开始在美国以及其它,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,12/74,A-Trans-2,Reading A,今天哈根达斯冰淇淋口味有各种，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，而且乳脂含量很高。这同时也意味着哈根达斯冰淇淋存放温度要比大多数品牌低很多，为就是保持冰淇淋硬度。哈根达斯产品在杂货店和专营零售店里都有销售。,13/74,A-Trans-3,Reading A,哈根达斯名字并非起源于北日耳曼语；它仅仅是两个自创单词，为是让美国人以为它像斯堪纳维亚语（其中,“,a,”,和,“,zs,”,并非任何斯堪纳维亚语单词中字母组合）。这在销售行业中被称为品牌异国化。马特斯认为丹麦乳制品非常知名，而且在美国有一个正面形象。于是他将丹麦地图以及哥本哈根名字放在了早期商标上。,14/74,A-Trans-4,Reading A,他们女儿多丽丝,赫利在美国公共广播企业纪录片,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单词，直到想出这个他喜欢组合。他采取这种方式为是能使名字完全原创，独一无二。,15/74,A-Trans-5,Reading A,哈根达斯理念非常简单：以世界上最纯最好原料制作出最正确冰淇淋、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原因。从一开始，哈根达斯就设法革新而且带给用户全新冰冻甜点体验，它有一些非常有特色口味：瑞士香草杏仁、奶油胡桃、牛奶太妃，诸如这类。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。其它顶级产品创新随之而来，包含,1991,年推出冰冻酸奶和,1993,年推出果味冰淇淋。,16/74,A-Trans-6,Reading A,时至今日，哈根达斯仍致力于开发顶级冰冻甜点全新体验，每年都推出不一样新口味。,17/74,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.,18/74,Reading A,franchise,n.permission given by a company to someone who wants to sell,its goods or services,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:,他购置了热狗专营权。,He has bought a hot dog franchise,.,19/74,containing a lot of things,people,plants,etc.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:,我们在茂盛树林中艰难前行。,We fought our way through dense forest.,Reading A,dense,20/74,(“derive”may be used as an intransitive verb or a transitive verb):to come from;to obtain or 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:,该英文单词起源于法语。,This English word derives from French.,Reading A,derive from,21/74,n.,one of the things from which,something is made,especially one of the foods,that are used 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？,What are the ingredients of the cake?,Reading A,ingredient,22/74,v.to introduce new things,ideas,or ways of doing something,e.g.,We must 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,23/74,having a quality or characteristic that makes something different and easily noticed,e.g.,She has a very distinctive way of keeping fit.,Tran:,战士们穿军装很醒目。,Soldiers wear a distinctive uniform.,Reading A,distinctive,24/74,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,25/74,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正确时机？,When is the best moment to release the,date of the election to the newspapers?,Reading A,release,26/74,A-Task,1-1,Task 1 Answer the following questions 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.,27/74,A-Task,1-2,Reading A,3.What is the meaning of Hagen-Dazs?,4.Why did Reuben Mattus sit at 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.,Hagen-Dazs is very successful Because the brand has stood for fine ice cream for half a century.,28/74,A-Task,2,Task 2,Complete the following table according to the passage,Reading A,About Hagen-Dazs,Details,First retail store,Creators of Hagen-Dazs,First flavors of Hagen-Dazs,Other flavors of Hagen-Dazs,Methods of selling,Future plan of Hagen-Dazs,in Brooklyn,New York in 1976,developing exceptional new super premium frozen dessert experiences,releasing new flavors every 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,29/74,Business Know-how,Business Know-how,Building up Brand Recognition,Create a logo to be used consistently.Recognition and uniqueness 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 customers 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.,30/74,Reading B,Reading B,Text,Task 1,Task 2,31/74,Text,B-1,Sunshine Fast Food Franchising,Sunshine Fast Food Co.,Ltd.,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 you 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,32/74,Text,B-2,Reading B,The franchisee is responsible for:,Initial franchise fee,Finding location,Leasehold improvements,Leasing or purchasing equipment,Marketing and advertising,Hiring employee,s,and operating,the,restaurant,Paying a 7%royalty,33/74,Text,B-3,Reading B,The company provides:,Location selection guidance,Restaurant layout design guidance,Equipment ordering guidance,An initial training program,An operations manual,Periodic evaluations and,ongoing support,Marketing guidance and advice,34/74,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 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,Franchise Disclosure Document,by email.,35/74,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 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.,36/74,加盟阳光快餐连锁,阳光快餐有限责任企业,汲取三十多年全方面专业知识，意在为我们受许人提供独特市场技巧和策略。加盟阳光快餐连锁，您将实现您梦想，做自己老板。我们向您提供开业前选址、餐馆设计及设备订购方面培训和辅助，并在开业后提供连续支持。我们成功完全依赖于受许人成功。受许人和我们企业责任以下：,B-Trans-1,Reading B,37/74,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,38/74,B-Trans-3,Reading B,企业提供：,选址指导,餐馆布局设计指导,设备订购指导,初始培训项目,运行指导手册,定时评定和连续辅导支持,营销指导和提议,39/74,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,填写,信息采集表,接收我方业务代表电话面试，确定自己是否符合受许人资格要求。,假如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,请求考量表,就会审核您申请。假如审核经过，您将经过电子邮件收到我们,特许经营信息披露表,（简称,信息披露表,）,1,2,3,4,40/74,B-Trans-5,Reading B,5,接收总裁电话面试。我们会介绍我们管理系统和市场调查程序。,6,安排,“,公开日,”,面谈，方便彼此见面、相互评定。,7,“,公开日,”,会见后,5,日内，我们会通知您我们是否授予您特许经营权。假如我们决定授予，您将与我们企业签署,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。,41/74,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.The 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 Franchising is signed.,F,F,T,F,42/74,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 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,43/74,B-Task 2-2,Reading B,6.,Phone interview with the president,7._,8,.Meet and evaluate the applicant,Feed the applicant,back with“No”,Feed the applicant,back with“No”,9._,5.,Email a Franchise Disclosure Document,Y,Y,Y,Y,N,N,C,A,44/74,Listening,Listening&Speaking,Task 1,Task 2,Task 3,Task 4,Task 5,45/74,L-Task,1,Task 1 Two college students are discussing their favorite mobile,phone brands.Listen to the conversation and tick off the,features that have been mentioned for each brand.,Listening&Speaking,Script,声音,46/74,L-1-Script,Task 1,Script,Listening&Speaking,声音,47/74,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 answer 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 exclusive.,B.Business names are not easily recognizable.,C.Business names are not effective.,声音,48/74,L-2-Script,Task 2,Script,Listening&Speaking,声音,49/74,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,decide,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,50/74,L-3-Script,Task 3,Script,Listening&Speaking,声音,51/74,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 strong enough.,Cartons are not waterproof.,Cartons do not appeal to the eye.,Cartons are light.,Cartons increase the risk of theft.,声音,52/74,L-4-Script,Task 4,Script,Listening&Speaking,声音,53/74,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 backed by an intangible agreement between a consumer and the company
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