研究生商务英语课件BusinessEnglishUnit1Bra

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1、Unit1:Brands“Trulygreatbrandsaremorethanjustlabelsforproducts.”——-TonyO’Reilly(1936-_),IrishentrepreneurTeachingObjectivesStudentswillbeableto:1.thinkandtalkabouttheirownattitudetowardbrands;2.becomefamiliarwiththebasicvocabularyrelatedtobrands;3.understandthearticle"Ma

2、deinEurope";4.discussmorefreelyon"brand"-relatedissues;5.writeanemail:solutionstoCaferoma'sproblems.KeyWordsinThisLessonBrands(partnership)createmaintainprotectenhanceestablished已认可的品牌newstrong强势品牌brandawareness品牌意识brandimage品牌形象brandequity品牌资产partnershiptoformemotiona

3、lattachmentgainmindshare(inconsumers)(在消费者中）得到认可(inrelationto)consumerMarketing(消费者营销）packagedGoods（货品包装）asetofassociations（一整套相关联的概念）Reputation（声望）newcategory(categories)新领域TypesofproductsandbrandsStepOne:Studentswillberandomlydividedinto4or6groups(usingcutmaps).Eachgr

4、oupwillhaveonetypeofproduct.Studentsthenwillbeaskedtosuggestoneortwobrandsforeachcategoryandexplainwhytheychosethebrandstheydidandiftheyhaverecentlyboughtanyofthem.BusinessEnglish(Card1)Step2MakelistsofSsfavoritebrandsandanswerthefollowingquestionsonpage6.1.Aretheyinter

5、nationalornationalbrands?2.Whatimageandqualitiesdoeseachonehave?Usethefollowingwordsandexpressionstohelpyou3.Whydopeoplebuybrands?valueformoneyluxurioustimelesswell-madetopoftherangedurableinexpensivecoolreliablestylishfashionablewell-designed4.Whydoyouthinksomepeopledi

6、slikebrands?5.Howloyalareyoutothebrandsyouhavechosen?Forexample,whenyoubuyjeans,doyoualwaysbuyLevi’s?Step3VocabularyLearningFinishDescribingbrandsinMarketLeaderVocabularyinUnit1(inCD-Rom)Step4Theexpressionsonpage6willbewrittenononesideoftheboardaskeyvocabularyrelatingto

7、brands.Step5?Listento2speakerstalkingaboutbrands.Whatreasonsdoeseachpersongiveforlikingordislikingbrands?likes:guaranteeofgoodquality,reliable,attractattention,stylishandgooddesign,impressotherpeople...dislikes:freeadvertising,nottoimpresswithlogos,don'twanttoseethesame

8、things,genuine/illegal,inflatedprice...Whichspeakerdoyouagreewith?Why?Step6VocabularyLearning—brandmanagementG