高等学校英语拓展系列教程.ppt
《高等学校英语拓展系列教程.ppt》由会员分享,可在线阅读,更多相关《高等学校英语拓展系列教程.ppt(25页珍藏版)》请在三一文库上搜索。
1、高等学校英语拓展系列教程,Business English Reading,商务英语阅读,Contents,Warm up,1,Unit 6 Global Brands,1. Warm up,“Consumer needs are amazingly similar market to market; the challenge for the agency is to touch people with a message.” Grace Atkinson,A Quotation:,1. Warm up,The following are some famous global brands.
2、 Are you familiar with them? Discuss with your classmates.,Text B,Text A,1. Warm up,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 recognize how many famous brands are American? What is your general impress
3、ion on American brands in China?,Think 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 havent possessed a cell phone or you want to change your cell phone, then which brand do you
4、 intend to buy? What factors will fall into your consideration when you buy a cell phone?,Think about the following questions:,Company Logo,2. Term Study,Text B,Text A,2. Term Study (Text A),A brand is a name or trademark connected with a product or producer. Brands have become increasingly importan
5、t components of culture and the economy, now being described as “cultural accessories and personal philosophies“. (From Wikipedia),Brand,Brand,2. Term Study (Text A),The brand name is often used interchangeably within “brand“, although it is more correctly used to specifically denote written or spok
6、en 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 Logo,Foreign Language Teaching and Research Press,Brand,2. Term Study (Text A),品牌:国际营销界最权威的机构美国市场营
7、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 Logo,Foreign Language Teaching and Research Press,Brand,2. 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
8、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),2. Term Study (Text B),Foreign Language Teaching and Research Press,High-end Product,High-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
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 高等学校 英语 拓展 系列 教程
链接地址:https://www.31doc.com/p-3164496.html