商务英语unit72014

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1、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,#,商务英语阅读（下）,Business English:A Reading Course,主讲：赵冉冉,E-mail:,Questions,What brand is your mobile phone?Three years ago,which brand of mobile phone did you use?,Why do you change your mobilephone from one brand to a

2、nother brand?,What brand of shampoo do you use?and according to what you choose your shampoo brand?,Marketing,Unit 7,P&G,Why does P&G create so many brands,How does it set its series of products,according to what?,What is the marketing?,How to achieve successful marketing?,How to manage your brand s

3、uccessfully?,Customer-centered Brand Management,Topic,The objective of marketing is to,select,serve and satisfy customers,in a profitable manner.Three level which managers think about marketing strategy:,markets,segments,and customers.,Defining the right marketing strategy is an important job of man

4、agers,successful marketing strategies are vital.,Background and Gist,The article points out that most executives today agree that,their efforts should be focused on growing the lifetime value of their customers,but few companies really understand the implications of that idea for their marketing man

5、agement.,The article tells us,an important marketing strategy,that is,brands exist to,serve customers,and the value of a brand depends on the customer.,Case 1:Oldsmobile,Case 2:Parliament&Funkadelic,Case 3:Honda,Case 4:Volkswagen,Customer-centered brand management,返回,Case 1:Oldsmobile,Case 2:Parliam

6、ent&Funkadelic,Overcome your blind spot,Brand value&Customer equity,Branding strategies,Case 3:Honda,Case 4:Volkswagen,Case 1:Oldsmobile,Case 2:Parliament&Funkadelic,Case 1,VS,Parliament,Funkadelic,Case 2,1986,年，美国的中产阶级数量膨胀，拥有更多可以自由支配收入，消费者从,Honda,经济型车转而购买其他欧洲豪华车。,Honda,总部打造了,Acura,品牌，该车提供了德国豪华车的良好性

7、能和日本车坚固耐久的可靠性。,1989,年，,Acura legend,连续第二年成为美国最畅销的进口车型。,Acura,推出了,276,匹马力的双门运动跑车,NSX,。被视作第一款能够与法拉利和保时捷挑战的日本车。,问世于,2004,年的新,TL,拥有意大利风格的设计、一个,270,匹马力的,v6,发动机并配有,6,速手动型的配置可供选择。这些元素的结合导致了,Acura,销量的飙升。,2000,年,Acura,推出了它的第一辆中型,suv,，即在美国设计、开发和制造的,MDX,，这款车在底特律举行的,2001,北美国际汽车展上被评为“北美年度车”。,Case 3,Honda,Phaeton

8、,BMW,Mercedes,Case 4,Volkswagen,customer equity is the point,brand value depends on the customer,successful cases,Clinton band,Honda,P&G,failed cases,Oldsmobile,Volkwagen,The relationship between,customer equity and brand equity,Customer-centered brand management,Conclusion Customer equity&Brand val

9、ue,Customer Equity is the point,What,is,customer equity,and,what is,brand equity?,Why is customer equity more important than brand equity?,Conclusion:,Brands come and go but customers must remain.,奥兹品牌,The value of a brand depends on the customer,How do most managers measure brand equity?,What is th

10、e problem with that way of measurement?,Conclusion:,The brand might not be such an asset,the value of a brand is highly individualized,it depends on the customer.(different customer segments),大众辉腾,Expressions in the introduction:,Buy into,买进,的股份；出钱获得成员资格,;,参与,Compatible/incompatible with,Brand equit

11、y,品牌价值；商标资产,Wear on(,时间,),慢慢地流逝；继续下去,;,使恼火；使疲倦,Put in charge of,6.Appeal to,呼吁；上诉；要求；对,有吸引力,7.In the same vein,同样道理,8.Phase out,使逐步淘汰；逐渐停止,9.Shed a tear at,为,落泪；为,感到伤心,/,惋惜,10.Gear to,使适合；把,连到,上,11.Customer equity,客户资产,Examples:,Im not going to,buy into,the view.,Then,is the Eastern ethics entirely,

12、incompatible with,todays high-tech society?,The hours,wore on,and the representatives became more anxious.,Their endless speaking has been,wearing on,my nerves all day.,5,.Henry wrote many short stories,in the same vein,humorous and light-hearted.,6.In Pittsburgh,the G-20,nation,s agreed to,phase,ou

13、t,inefficient fossil fuel subsidies over time.,7.The company,has phased out,the truck manufacturing.,8.We must,gear,the style of our product,to,the needs of customers.,Expressions in Part I,Alternate between,在两种状态中交替变化；时而,时而,Vice verse,反过来也一样,Economy cars,Upscale buyers,Low-to medium-priced cars,Eng

14、ineering prowess,工程设计技术,7.By all accounts,据大家所说,8.Sales projections,销售预测,Examples:,He,alternated between,supporting me and opposing me.,His father held a series of blue-collar jobs and,by,all,accounts,was a bitter man.,Expressions in Part 2:,Forward aside,除,以外,In concert,一致；齐声,In the interest of,To

15、the extent that,达到,的程度以致；就,来说；在这个意义上,;,在这样的范围内；在,方面来说,Resonate with,共鸣,Examples:,Common sense calls upon us to act,in concert,.,The influence may develop,to the extent that,my position be threatened.,People of all religions seem to,resonate,with,his openness.,Expression in Part 3:,Enamored in/of,着迷于

16、,Independent of,Make headway,取得进展,Redouble ones efforts,加倍的努力,Examples:,Older Americans were less,enamored,of,change,in,the 2008 election,and senior citizens were the only age group that voted for John McCain.,You are starting to,make headway,with your French!,Part 4:Put Your Brands in Their Place,思考：如何实施品牌战略,Questions to think:,What are the seven directives about?,What does the first directive mean?,How to build brands around customer segment?,Why should you make your brands as narrow as possib