Unit Four A Brand power 品牌力量

1、剑桥商务英语unit 4aUnit Four A Brand power 品牌力量Objectives 学习重点1. To enable Ss to talk about brands and marketing2. To practise reading for specific information3. To practise listening for gist and specific informationVocabulary 词汇准备selling point 卖点（吸引顾客的）environmental-friendliness 对环境无害的user-friendliness

2、用户使用方便的a computer superstore 电脑超市kitchen appliances 厨房用具mobile phone 手机competitive advantage 竞争优势diversify 多元化own-label clothing 自己品牌的服装shopping habits 购物习惯basic requirements 连锁超市industry analyst 行业分析家cut-price 讲价销售的retail food market 食品零售市场saturate 使饱和personal loan 个人贷款mortgage 住房按揭savings account

3、储蓄帐户margin 利差，赚头boost profits 提高利润publicity 招引公众注意的brand consultants 品牌顾问公司estate agent 房地产商bonus points 积分loyalty scheme 忠实（顾客）奖励计划brand loyalty 品牌忠诚air miles 里程奖voucher 优惠奖券banking sector 银行业target customer 销售对象credit card信用卡interest rate 利率direct mail 直接邮寄广告推销法public relations 公共关系retailer 销售商ret

4、ail group 零售集团customer-focused 以顾客为中心的incentive 刺激Selling points 卖点WarmerAsk Ss briefly what reasons would be most important for them when buying a TV (cost etc.) and writes the reasons on the board. Which brand they would choose for these reasons. Ask them if brand name is generally important to th

5、em. For all products or for certain products in particular?Speaking 口语练习Work in pairs. Look at the products below. What brand of each product would your partner buy? Why?先看下列产品，你的搭档会买那个品牌的产品，为什么？ 参考词汇和表达a brand represents a certain culture 一个品牌代表一种文化be attracted by the quality brand image 被优质的品牌形象所吸

6、引the brand name carries high credibility 民派具有很高的可信度brand leader 畅销品牌have a strong sense of brand loyalty 具有强烈的品牌信任感reasonable price 合理的价格good after-sales service 良好的售后服务have confidence in the reliability of the product 信赖产品的可靠性good quality 良好的质量consistent quality 稳定的质量user-friendly design 方便用户的使用设计L

7、istening 听力练习Five people explain why they bought one of the products. Listen and decide the main reason for each question.有五个人解释他们为什么选择某个产品。先听，然后找出他们决定购买这种产品的主要理由。a. after-sales serviceb. environmental friendlinessc. performanced. pricee. reliabilityf. reputationg. styleh. user-friendliness1 G2 H3 D

8、4 B5 E听力文本要点解释1 Reliability and after-sales service are all very important, but they are not exactly exciting, are they?产品的可靠性和售后服务都很重要，但这些并不完全是刺激你购买的因素，对吧？2 I want my car to say something about me . 我想让我的车来展示我的个性。3 I want something which looks sporty and attracts attention. 我想要一辆时髦的能够引人注目的汽车。4 And

9、then I saw that advert on TV with those new computers. 后来我在电视上看到了这则新型的电脑广告，注意；advertising 是广告的总称，是不可数名词；advertisement 是具体的广告，是可以数名词。5 Get onto the internet 上网6 I thought buying a mobile phone would be easy, but it wasnt. 我原以为买手机是很容易的事情，但事实并非如此。7 all this stuff about monthly service contracts and dif

10、ferent tariffs at different times of day. 所有这些每月维修合同以及一天内不同时段的不同收费标准等玩意儿。8 I worked out that the best deal for me was a one-year all-inclusive package. 我琢磨对我来说，最好的买卖就就是一年的服务。9 I used to think that one refrigerator was pretty much like any other.我以为各种冰箱没有什么两样。10. Zone layer 臭氧层11. CFC gases 氟氯化碳气 CFC

11、是chlorofluoro carbon 的缩略词12. And it is cheap to run as well 供养费用便宜。Run的意思是maintain,“供养，保养”。13. A particularly well-known make of video recorder 一个“品牌”特别著名的录象机。14. And its been back to the shop twice already 已经两次送到商店修理了。Brandstretching 品牌延伸WarmerAsk Ss questions about shopping (Where do you shop? Whi

12、ch supermarket do you shop at? Why? What are the advantages of shopping in a supermarket? etc.).Reading 阅读练习Scan the article for the ways in which the supermarkets are stretching their brands, i.e. Ss look for any products apart from food offered by supermarkets.Suggested answer:Supermarkets are now

13、 diversifying into:Financial services e.g. credit cards, personal loans, mortgages and savings accountsOwn-label clothingMobile phonesCut-price electrical goods/computersThere is even talk of diversification into own-label cars, estate agents and dentistsRead the newspaper article about the large su

14、permarket chains in the U.K. How are they stretching their brands into new markets?阅读下列报纸上刊登的有关英国大型超市连锁店的文章。它们(英国大型超市连锁店)是怎样把自己的品牌延伸到新市场的？Explanation 课文讲解今天要给大家讲解有关品牌延伸的文章，文章是有关英国大型超市连锁店的多元化经营。As supermarkets continue to diversify into new markets, Madhur Ranatunga asks whether there is anything tha

15、t supermarkets are not prepared to sell. 由于超市继续想多元化经营发展形成新的市场，曼德哈·雷纳塔加提出超市是否准备无所不售。注释：As 在这里表示原因，由于的意思，比如：As you were not there I left a message.因为你不在那里，我留了个信儿。Diversify 是“多元化，多样化”的意思，例如：Our factory is trying to diversify its range of products.我们厂正设法增加产品的品种。（第一段讲解）Is a quiet revolution under wa

16、y in the nations shopping habits? 国内的购物习惯是否正悄悄地经历着一场革命？注释：Underway, 正在进行中，如：Economic recovery is already underway.经济正在复苏。Are we gradually allowing an increasingly select number of large companies to take care of all our basic requirements? 我们是否正逐渐让越来越多的一流大型公司负责满足我们的基本需要？注释：Select 在这里是形容词，意思为“精选的”，“优

17、等的”。比如：That college is very select.那所学院入学要求十分严格。We only stay in select hotels. 我们只在一流旅馆住。曼德哈这样说，那大型超市是怎么想的呢？The supermarkets chains certainly hope so. 大型超市当然希望如此。People dont have the time to shop around any more. If theyre happy with the quality of a companys service, then theyre likely to buy other

18、 product types from them as well, says Jim Austin, an industry analyst.“现在人们已经没有时间去到处逛商店了。如果人们对某家购物公司的服务质量感到满意，那么他们可能也从这家公司购买其它类型的产品。”行业分析员吉姆·奥斯汀这样说。注释：Not any more不再是，比如：He is not he used to be any more. 他再也不是过去那样子了。Be happy with 对满意。I am not happy with your service. 我不满意你们的服务。（第二段讲解）With the

19、major supermarket brands such as Tesco, J Sainsbury and Asda already offering financial services, credit cards, own-label clothing, mobile phones, and cut-price electrical goods including computers, 主要几家名牌超市如泰斯科·塞恩斯伯里和阿斯达等已经开始向顾客提供金融服务，信用卡，贴自己商标的服装，移动电话以及削价出售的电器商品，包括电脑。Austin firmly believes th

20、at the supermarkets diversifications is set to continue.随着这一情况的出现，奥斯汀坚信，超市向多样化经营发展的趋势必定会继续下去。注释：Be set to意思为“很有可能，即将发生的事情。”例如：Electricity prices are set to go up again. 电费很有可能再次上涨。（第三段讲解）The UK retail food market is saturated, so their only real prospect of growth is either to enter foreign market o

21、r diversify into new markets at home.英国的食品零售市场已经饱和，因此他们真正的发展前景不是进入外国市场就是在国内向多样化发展，形成新的市场。注释：Prospect“前景”的意思，There is no prospect of a settlement of the dispute.这场纠纷根本不可能获得解决。Tesco and J Sainsbury have done both. Having already bought foreign subsidiaries, both large supermarket chains have set up th

22、eir own banks in order to offer customers financial services such as personal loans, mortgages and saving accounts.泰斯科和塞恩斯伯里已经向这两方面发展了。这两家大型连锁超市都并购了一些外国子公司并创办了自己的银行，以便向顾客提供诸如个人贷款，抵押贷款，储蓄帐户等金融服务。注释：Set up 是“建立，成立”的意思，一般与“机构，单位，制度”等搭配，比如，to set up a hospital 设立一家医院。（第四段讲解）Together, the two new banks t

23、ook over 2 bn of customer deposits within the first year of trading. They are winning business by using a lower cost base to offer their customers better interest rates on saving than traditional banks, say Austin.在经营的头一年里，这两家新开银行共赢得了20亿的客户储蓄额。奥斯汀说：“他们靠更低的成本向顾客提供比传统银行更高的储蓄利率。”注释：Take over 在这段话中的意思是“

24、从别人手中接管一份工作或职责”。比如：He has taken over responsibility for this project.他接管负责这项工程。另外，bn是billion的缩写形式，但要特别注意billion的用法。以前，billion 在英国英语中的意思是“万亿”，但现在已经改用“trillion”来表示了，所以，现在在英国英语中，billion的意思也是“十亿”的。（第五段讲解）However, there are question marks over long-term profitability. 然而，对他们是否能长期盈利还是有疑问的。The traditional

25、providers say there is bound to come a point when the new banks will eventually want to widen margins and boost profits. 传统银行的服务提供者认为，这些新开办的银行总有一天会希望扩大利差，提高利润。注释：Be bound to 意思为“肯定会”，“一定会”。比如：you are bound to feel nervous about your interview. 你对面试肯定会感到紧张的。Be bound to 的意思和be set to 的意思还是有区别的，be set

26、to 不如be bound to 肯定。when they start to raise prices, they might create bad publicity, which could hurt their brand, says one observer.how will a major supermarket react, for instance, when it is faced with having to repossess a regular shoppers home?一位观察员指出，“当他们开始提高价格，就可能会造成负面形象。这可能有损害他们的品牌。”“比如，当一家

27、大型超市面对需要收回一个常客的房子这种情况时，它该做出什么反应呢？”注释：注意，publicity 一词在这里表示“招引公众的注意”，“名声”的意思。比如，seek publicity 求成名，avoid publicity 避免众人注意。He attracts a lot of bad publicity with his speech about unmarried mothers. 他关于未婚母亲的演讲招来了很多不利名声。但是，publicity 一词还可以表示为“招引公众注意的手段”，此时一般翻译为“宣传”。比如：The concert was a good one, but beca

28、use of bad publicity, very few people came. 这是一场很出色的音乐会，但是因为广告做得差劲，到场的人很少。在这段话中，repossesshome 是指如果超市从事银行业务，向顾客提供购房贷款（home loan）, 那么它就面临着一些可能的风险；如果客户无法按时支付贷款，那么超市就有权回收客户的房屋，并把它出售，以补偿损失。因为在这种情况下，房屋是一种贷款的抵押品，它的所有权是属于超市的，因此，当出现不良贷款时，超市就有权收回该客户的房屋。（第六段讲解）Shoppers, however, do not share these fears. A rec

29、ent survey of 1,000 people by brand consultants Cook & Pearson concludes that shoppers will continue to buy a wider range of goods and services from supermarkets.然而购物者却并不为此担心。最近由库克·皮尔森品牌顾问公司进行的一次千人调查得出这样的结论：购物者愿意继续在超市购买更多种类的商品以及服务。注释：A range of 一系列，一个变动范围。比如：Several cars are available withi

30、n this price range.在这个价格范围内，有好几种汽车可供选择。Many people said that they would be prepared to buy a supermarket own-label car or even a house from a supermarket-branded estate agent. 许多人说他们已做好准备，要购买超市自己商标的汽车，甚至向打超市品牌的房产商购买房子。注释：Be prepared to 准备好 I have prepared everything for the trip.我做好了旅行的所有准备。Interest

31、 was also shown in combining a food shopping trip with a visit to a supermarket dentist.人们还表现出兴趣要在超市采购食品的同时享受牙医服务。注释：在这句话中，combine 是“结合”，“联合”的意思，比如：We can't always combine work with pleasure.我们并不总是能在工作中享受到乐趣。（第七段讲解）Loyalty schemes are another incentive for customers. 顾客忠诚奖励计划是为顾客提供的另外一种刺激性奖励。Mos

32、t supermarkets now offer bonus points with every purchase. These points add up to free air miles or cash discounts, so it really pays to stay loyal to the brand in all its diversified forms, says Austin. 奥斯汀说：“大多数超市在顾客每次购物时向他们提供奖励积分。这些消费者奖励积分累积起来可以换取免费空中飞行旅程或者现金折扣，因此，不管品牌的形式如何变化，保持对品牌的忠诚确实是值得的。注释：在这

33、段话中，add up to 表示“实质性的结果”，含有“总结起来意味着”的意思。又比如：what do all the arguments add up to?所有的结论归根到底说明了什么。另外，add up to 还表示数量上的结果，即“合计达到一定数量。” These numbers add up to 100.这些数目合计为100.课文讲到这里，我们来看开头时候的问题：How are they stretching their brands into new markets? 英国大型超市连锁店怎样把自己的品牌延伸到新市场的。学完整篇课文，我们可以知道：Supermarkets are

34、now diversifying into financial services, own-label clothing, mobile phones, cut-price electrical goods and computers. And they may also diversify into own-label cars, estate agents and dentists. 现在超市已经扩展到金融服务，自己品牌的衣服，移动电话，低价电子产品和计算机。他们也许也会扩展到自己贴牌的汽车，房地产代理和牙医。Read the article again and answer the qu

35、estions.把课文再读一遍，回答下列的问题。1. Why are the large UK supermarket chains diversifying? 英国连锁超市为什么向多样化经营方向发展？2. How are the supermarkets able to attract business in the banking sector? 这些大型连锁超市怎样才能在银行业务方面招揽生意？3. What are the risks involved with brandstretching? 品牌延伸有什么风险？4. How do the large supermarket chai

36、ns encouraging brand loyalty? 这些品牌连锁超市是怎样鼓励顾客对品牌的忠诚的？参考答案1 Because the retail food market is saturated. The only opportunities for growth are through diversification and entry into foreign markets. The big supermarkets have already expanded abroad.2 Because they have a lower cost base, they can offe

37、r better interest rates than traditional banks.3 There may come a point when providers will want to raise prices. The bad publicity could hurt the brand. Any negative action, (e.g repossession) against customers who are also supermarket customers could also damage the brand.4 They offer loyalty sche

38、mes, giving bonus points which can be traded for air miles or cash discounts.Speaking 口语练习Imagine your local supermarket offered its own brand of the products and services mentioned in the article. Would you buy them? Why? Why not?想象一下，如果您所在地区的超市提供文章中提到的打它自己品牌的各类商品和服务，你会购买这些产品或服务吗？Discuss whether yo

39、u would buy the supermarket own0labelled products and services, such as a car, mentioned in the penultimate paragraph of the text. The visual shows information about the Reward vouchers in the loyalty scheme at the end of the article on the previous page.Sainsburys Bank 塞恩斯伯里超市银行WarmerEnsure the Ss

40、realise that Sainsburys is a big, quality British supermarket which has recently diversified into financial products.Reading 阅读练习Look at the extracts from advertising leaflets for Sainsburys Bank. Match them with financial products in the box. This is not an exam exercise and each financial product

41、can be used more than once.a. home insuranceb. mortgagec. personal loand. saving accounte. visa credit card今天要给大家讲解塞恩斯伯里超市银行的几个广告片段，内容相对比较简单。在阅读这些广告片段的时候，我们要思考，这些广告是关于哪些金融产品的。Enjoying an extra large 20% introductory no-claims discount STARTING TODAY在这个广告片段中的关键词是no-claim discount (也可以写成no-claims bonu

42、s)“无索赔奖金”，指的是“保险人因前一年未向保险公司要求赔偿而享有的保险金优惠”-an amount subtracted from the money paid to an insurance company, because no claims have been made for a particular period. 这显然与保险业务有关，因此，这个广告是关于home insurance 房屋保险的。Money available WITHIN DAYS.这则广告中的关键词是within days 带有很明确的指示性信息：如果是信用卡或储蓄，均可以即时获得现金而不用等待几天，只有个

43、人信贷personal loan要在办理后等待几天，才能获得现金。所以，这个广告是有关personal loan 个人贷款的。Welcomed at over 14 million outletsAROUND THE WORLD这则广告中的关键词是outlets around the world.其中，outlet是“专卖店”，“分销店”的意思，是大公司，大企业所属的专门销售自己产品的连锁店( a shop that is one of many owned by a particular company and that sells goods which the company has p

44、roduced).比如，a fast-food outlet 一家快餐连锁店。广告中所说的业务覆盖全世界，在各地均有专门的营业部，显然是指信用卡业务，因此，这个广告是有关信用卡的。The fixed rate WAY TO PEACE OF MIND这则广告中，关键词是the fixed rate 固定不变的利率，在课文中提到的各种银行业务中，涉及到利率的有mortgage, personal loan和savings account 这三项业务，但广告中有这样的一句话。Peace of mind 宁静的心境，暗示客户可能为利率的多少而担心 。储蓄利率的调整权利在银行，客户一般都有接受认可的心

45、态因此可以排除saving account这一项。而personal loan一般都是借贷双方约定利率的；只有mortgage 是随着银行利率的变化而变化，如果银行的利率不变，客户就不用担心贷款利率是否会上升。所以这个广告是和抵押贷款有关。Where else will you findINSTANT ACCESS to your money and NO FEES?在这个广告中带有明确指示性信息的词是instant access to your money and no fees. 客户在银行的储蓄可随时取出，银行也不收取费用，这个广告是关于saving accounts，储蓄帐户的。 Pl

46、us additional Reward PointsWHEREEVER you use it这个广告的关键词是reward points。银行为了吸引更多的客户，经常在提供信用卡服务的时候，向顾客奖励积分 reward points,因此，这个广告是和信用卡服务有关的。Flexible cover,competitively priced这个广告关键词是cover，意思为“给上保险”，比如：get the house covered against fire 给房子买火险。这显然是指保险业务，因此，这个广告是有关home insurance 房屋保险的。SAINSBURYS BANK FRE

47、SH BANKING FROM SAINSBURYSpeaking 口语练习What would be the advantages and disadvantage of buying all of these financial products from the same providers?如果从同一个供应商那购买这些金融产品，有什么不利和有利之处?Suggested answer:Advantages: convenience, discounts through loyalty vouchers, trust in the reliability of the brand name

48、.Disadvantages: not necessarily the best deal in every case, over-reliance on one company if anything goes wrong.参考词汇和表达convenience/convenient 方便get discount through loyalty vouchers 通过忠实奖券获得优惠have trust in the reliability of the brand name 对名牌可信度的信任have confidence in the good qualitygood service 良好

49、的服务not necessarily the best deal in every case 并非每个项业务都是最好的over-reliance on one company if anything goes wrong 如果出现差错，过分依赖一家公司do not put all your eggs into one basket. 不要把所有的鸡蛋都放在同一只篮子里reduce the risk 减少风险Listening 听力练习（阅读）Even though Ss probably do not know Sainsburys, they could predict what they

50、think the ansers might be before listening. Then listen for the information.David Noble, Director of Marketing at Sainsburys Bank, talks about the marketing of Sainsburys financial services. Listen and answer the questions.1Who is the target customer?（该银行的）的目标顾客是谁？2What marketing methods does Sainsb

51、urys bank use?塞恩斯伯里银行运用了什么营销方法？3How has Sainsburys Bank attracted customer?塞恩斯伯里银行是如何吸引顾客的 ？4What advantages has Sainsburys Bank over traditional banks?塞恩斯伯里银行与传统银行相比具有那些优势。5why does David Noble think it is safe to stretch the Sainsburys brand?为什么戴维·诺博尔认为塞恩斯伯里的品牌是安全的？6How has the Sainsburys bra

52、nd developed?塞恩斯伯里品牌发展情况如何？要点解释1 So, the vast majority of marketing is either in-store or through direct mail. 绝大部分营销是商店里边进行的。或者通过向顾客直接寄邮件的方式来完成。2 Weve bought very little advertising space, but we do also use public relations as a marketing tool.我们购买的广告版面很少，但是我们也把公共关系作为营销的手段。3 And how does a new ban

53、k like Sainsburys succeed in attracting people away from the High Street Banks? 塞恩斯伯里开办的银行是怎样把人们从传统的银行中吸引过来的？这里的High Street是英国英语，指市镇商业区的大街。The high street banks 是指传统的银行。4 Quite simple by offering value for money and excellent customer service standards. 很简单，通过提高资金效益以及提供优质的客户服务方法。这里的value for money 是

54、指物有所值的程度。5 Our key operation advantage is that, as a telephone-only operation, Sainsburys bank doesnt have the high over-heads that a branch network does. 我们的运作优势是：作为只通过电话运作的业务，塞恩斯伯里银行没有一般银行网点所要支付的管理费用。overheads指企业的日常开支，包括工资，租金，设备，内部装饰以及缴税等的花销，费用。6 Sainsburys experience in retailing means that its bank can apply a retailers customer-focused mentality to the financial services sector. 塞恩斯伯里在零售业的经