研究生数值分析(5)

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1、Unit1:Brands“Trulygreatbrandsaremorethanjustlabelsforproducts.”——-TonyO’Reilly(1936-_),IrishentrepreneurTeachingObjectivesStudentswillbeableto:1.thinkandtalkabouttheirownattitudetowardbrands;2.becomefamiliarwiththebasicvocabularyrelatedtobrands;3.understandthearticle"MadeinEurope";4.discussmor

2、efreelyon"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partnershiptoformemotionalattachmentgainmindshare(inconsumers)(在消费者中）得到认可

3、(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).Eachgroupwillhaveonetypeofproduct.Studentsthenwillbeaskedtosuggestoneortwobran

4、dsforeachcategoryandexplainwhytheychosethebrandstheydidandiftheyhaverecentlyboughtanyofthem.BusinessEnglish(Card1)Step2MakelistsofSsfavoritebrandsandanswerthefollowingquestionsonpage6.1.Aretheyinternationalornationalbrands?2.Whatimageandqualitiesdoeseachonehave?Usethefollowingwordsandexpressio

5、nstohelpyou3.Whydopeoplebuybrands?valueformoneyluxurioustimelesswell-madetopoftherangedurableinexpensivecoolreliablestylishfashionablewell-designed4.Whydoyouthinksomepeopledislikebrands?5.Howloyalareyoutothebrandsyouhavechosen?Forexample,whenyoubuyjeans,doyoualwaysbuyLevi’s?Step3VocabularyLear

6、ningFinishDescribingbrandsinMarketLeaderVocabularyinUnit1(inCD-Rom)Step4Theexpressionsonpage6willbewrittenononesideoftheboardaskeyvocabularyrelatingtobrands.Step5?Listento2speakerstalkingaboutbrands.Whatreasonsdoeseachpersongiveforlikingordislikingbrands?likes:guaranteeofgoodquality,reliable,a

7、ttractattention,stylishandgooddesign,impressotherpeople...dislikes:freeadvertising,nottoimpresswithlogos,don'twanttoseethesamethings,genuine/illegal,inflatedprice...Whichspeakerdoyouagreewith?Why?Step6VocabularyLearning—brandmanagementG