Business English
( taken from MAKET LEADER)
UNIT 1
BRANDS
A. List some of your favourite brands. Then answer the questions.
dnf连招
1. Are they International or national brands?
2. What image and qualities does each one have? U the following words and phras to help you.
Value for money luxurious timeless well-made
top of the range durable inexpensive cool
Reliable stylish fashionable xy
3. Why do people buy brands?
4. Why do you think some people dislikes brands?
5. How loyal are you to the brands you have chon?
For example, when you buy jean, do you always buy Levi’s
B. A recent survey named the brands below as the world’s top ten. Which do you think is number one? Rank the others in order.
Marlboro Nokia Mercedes General Electric Intel
IBM Microsoft Coca – cola Mc Donald’s Disney
Value for money luxurious timeless well-made禅宗智慧
top of the range durable inexpensive cool
Reliable stylish fashionable xy
Vocabulary
Brand Management
A. Match the word partnerships to their meanings.
B R 操场的英语A N法学学科排名 D 元旦活动策划方案龟裂是什么意思PRODUCT | 1. Loyalty | a. the name given to a product by the company that makes it. |
2. Image | b. using an existing name on another type of product |
3. stretching | c. the ideas and beliefs people have about a brand |
4. awareness | d. the tendency to always buy a particular brand |
5. name | e. how familiar people are with a brand |
6. launch | f. the t of products made by a company |
7. lifecycle | g. the u of a well-known person to adverti products |
8. range | h. When products are ud in films or TV programs |
9. placement | i. The introduction of a product to the market |
10. endorment | j. the length of time people continue to buy a product |
| | 关于母爱的词语 |
B. Complete the ntences with word partnerships from exerci A
BRAND
1. the creation of Virgin Cola, Virgin Air, Virgin Rail and Virgin bride is an example of …brand streching湖北荆门市……….
2. Consumers who always buy Levi’s when they need a new pair of jeans are showing …………
3. not enough people recognize our logo; we need to spent a lot more on raising …………….
PRODUCT
1. David Beckham advertising Vodafone is an example of …product endorment……
2. A …………….. consists of introduction, growth , maturity and decline.
3. the u of BMW cars and Nokia phones in James Bond films are examples of………….
C. Make ntences of your own using the word partnerships in Exerci A.
Reading
Outsourcing Production
A. Why do some companies make luxury products abroad rather than at home?
B. Read the article and answer the questions.
1. Which brands are mentioned? Do you know which country each is from?
2. Which companies make all of their products in their own country?
Made in Europe
By Jo Johnson, Fred Kapner and Richard McGregor
Almost every fashion label outside the top super-luxury brands is either already manufacturing in Asia or thinking of it. Coach, the US leather goods maker, is a classis example. Over the past five years, it has lifted all its gross margins by manufacturing solely in low-cost markets. In March 2002 it clod its factory in Lares, Puerto Rico, its last company-owned plant, and outsources all its products.
Burberry has many Asian licensing arrangements. In 2000 it decided to renew Sanyo’s Japane licence for 20 ten years. This means that almost half of Burberry’s sales at retail value will continue to be produced under licence in Asia. At the same time however, Japane consumers prefer the group’s European-made products.
Sanyo is now creating to this demand for a snob alternative to the Burberry products made in its factories across Asia by opening a flagship store in Tokyo’s Ginza, where it lls Burberry products imported from Europe.
In interviews with the FT, many executives says the top luxury brands will continue to be en, particularly in Asia, as European. Domenico De Sole of Gucci says “ The Asian Consumer really dos believe – whether it’s true or not – that luxury comes from Europe and must be made there to be the best.’
Serge Weinberg, Chief Executive of Pinault Printemps Redoute, which controls Gucci, says it will not move Gucci’s production of shore. Yet some in the industry recognize that change may be round the corner even for the superluxury brands. Patrizio Bertelli, Chief Executive of Prada, says:’ The “Made in Italy” label is important but what we are really offering is a style, and style is an expression of culture.’ He therefore recognizes that quality fashion items may not always need to be produced in italy.
