ObjectivesYouwillbeabletoUnit4aBrandpowertalkaboutbrandsandmarketing.practicereadingforspecificinformation.practicelisteningforgistandspecificinformation.3OverviewSellingpoints賣點(diǎn)

Speakingwhatbrandtheywouldbuyandwhy

Listening1reasonsforbuyingproductsBrandstretching

品牌延伸

Reading1waysinwhichsupermarketsarestretchingSpeakingwhethertheywouldbuytheproductsSainsbury’sBank

塞恩斯伯里超市銀行

Reading2extractsfromSainsbury’sadvertisingleafletsSpeakingadvantagesanddis-ofbuyingsth.fmoneproviderListening2&3aninterviewaboutmarketingfinancialservicesSpeakingabrieforalsummaryoftheinterview

Unit4aBrandpower5VocabularyPreparationretailfoodmarketsaturate['s?t??reit]personalloanmortgage['m?:gid?]savingsaccountmarginboostprofitspublicity

[p?b'lisiti]brandconsultantsestate[is'teit]agentbonus

['b?un?s]pointsloyaltyschemebrandloyaltyairmiles食品零售市場(chǎng)使飽和個(gè)人貸款住房按揭儲(chǔ)蓄帳戶招引公眾注意、名聲、宣傳房地產(chǎn)商利差，賺頭積分提高利潤(rùn)品牌顧問公司忠實(shí)（顧客）獎(jiǎng)勵(lì)計(jì)劃品牌忠誠(chéng)里程獎(jiǎng)voucher['vaut??]

bankingsectortargetcustomerinterestratedirectmailpublicrelationsretailerretailgroupcustomer-focusedincentive[in'sentiv]VocabularyPreparation優(yōu)惠獎(jiǎng)券銀行業(yè)銷售對(duì)象利率直接郵寄廣告推銷法公共關(guān)系銷售商以顧客為中心的刺激零售集團(tuán)7①Workinpairs.Lookattheproductsbelow.Whatbrandofeachproductwouldyourpartnerbuy?Why?

SpeakingSellingpointsMostPopularintheworldFindoutwhichproductsareattractingthemostattention:MobilePhonesWhat'shotinMobilePhones?MostPopularMobilePhones(2009)Cars

Top10CarsforTeensNamesIsyournameinthemostpopularChinesenames?8Whatisastrongbrand?Theaimofbrandmanagementistocreateabrandthatwillbuildthislong-termrelationship-anunshakeablebond-betweenthecompanyanditscustomers.

10ReferencetotheQuestionsabrand

代表一種文化具有很高的可信度提供良好的售后服務(wù)采用方便用戶的使用設(shè)計(jì)12representsacertainculturecarrieshighcredibilityprovidesgoodafter-salesservicemakesuser-friendlydesignListening1Reasonsforbuyingproducts14②Fivepeopleexplainwhytheyboughtoneoftheproducts.Listenanddecidethemainreasonforeachquestion.1……2……3……4……5……Aafter-salesserviceBenvironmental-friendlinessCperformanceDpriceEreliabilityFreputationGstyleHuser-friendlinessGHDBEReliabilityandafter-salesserviceareallveryimportant,buttheyarenotexactlyexciting,arethey?產(chǎn)品的可靠性和售后服務(wù)都很重要，但這些并不完全是刺激你購(gòu)買的因素，對(duì)吧？Iwantmycartosaysomethingaboutme.我想讓我的車來展示我的個(gè)性。Iwantsomethingwhichlookssportyandattractsattention.我想要一輛時(shí)髦的能夠引人注目的汽車。

sportya.運(yùn)動(dòng)賽的;氣派大的;輕快的AndthenIsawthatadvertonTVwiththosenewcomputers.后來我在電視上看到了這則新型的電腦廣告.注意；advertising是廣告的總稱，是不可數(shù)名詞；advertisement是具體的廣告，是可以數(shù)名詞。Getontotheinternet上網(wǎng)Ithoughtbuyingamobilephonewouldbeeasy,butitwasn’t.我原以為買手機(jī)是很容易的事情，但事實(shí)并非如此。Listening1—keypoints…allthisstuffaboutmonthlyservicecontractsanddifferenttariffsatdifferenttimesofday.所有這些每月維修合同以及一天內(nèi)不同時(shí)段的不同收費(fèi)標(biāo)準(zhǔn)等玩意兒。n.關(guān)稅,tariffn.關(guān)稅表,價(jià)格表,收費(fèi)表vt.課以關(guān)稅Iworkedoutthatthebestdealformewasaone-yearall-inclusivepackage.我認(rèn)為對(duì)我來說，最好的買賣就是一年全包服務(wù)。Iusedtothinkthatonerefrigeratorwasprettymuchlikeanyother。我以為各種冰箱沒有什么兩樣。zonelayer臭氧層；CFCgases氟氯化碳?xì)?chlorofluorocarbon的縮略詞)Andit’scheaptorunaswell.保養(yǎng)費(fèi)用便宜。run=maintainaparticularlywell-knownmakeofvideorecorder一個(gè)“品牌”特別著名的錄象機(jī)Andit’sbeenbacktotheshoptwicealready。已經(jīng)兩次送到商店修理了。Listening—keypointsReading1Brandstretching17①ReadthenewspaperarticleaboutthelargesupermarketchainsintheU.K.Howaretheystretchingtheirbrandsintonewmarkets?

超市多樣化經(jīng)營(yíng)thesupermarkets’diversificationSupermarketsarenowdiversifyinginto(settinguptheirownbanksinordertooffercustomers)financialservices(suchaspersonalloans,mortgagesandsavingaccounts),creditcards,own-labelclothing,mobilephones,cut-priceelectricalgoodsincludingcomputers.Andtheymayalsodiversifyintoown-labelcars,estateagentsanddentists.TextStudy18Assupermarketscontinuetodiversifyintonewmarkets,MadhurRanatungaaskswhetherthereisanythingthatsupermarketsarenotpreparedtosell.由于超市繼續(xù)想多元化經(jīng)營(yíng)發(fā)展形成新的市場(chǎng)，曼德哈·雷納塔加提出超市是否準(zhǔn)備無所不售。asconj.引導(dǎo)從句表示原因

如：AsyouwerenotthereIleftamessage.因?yàn)槟悴辉谀抢?，我留了個(gè)信兒。diversifyv.多元化，多樣化

Ourfactoryistryingtodiversifyitsrangeofproducts.我們廠正設(shè)法增加產(chǎn)品的品種。diversification

n.

diversificationofinvestment投資多元化

TextStudy20Parag.2Austinfirmlybelievesthatthesupermarket’sdiversificationsissettocontinue.隨著這一情況的出現(xiàn)，奧斯汀堅(jiān)信，超市向多樣化經(jīng)營(yíng)發(fā)展的趨勢(shì)必定會(huì)繼續(xù)下去。besetto

很有可能，即將發(fā)生Electricitypricesaresettogoupagain.電費(fèi)很有可能再次上漲。Parag.5Thetraditionalproviderssaythereisboundtocomeapointwhenthenewbankswilleventuallywanttowidenmarginsandboostprofits.傳統(tǒng)銀行的服務(wù)提供者認(rèn)為，這些新開辦的銀行總有一天會(huì)希望擴(kuò)大利差，提高利潤(rùn)。beboundto

肯定會(huì)，一定會(huì)Youareboundtofeelnervousaboutyourinterview.besetto不如beboundto肯定。TextStudy21Parag.5publicityn.

1.招引公眾的注意，名聲seek/

avoidpublicityHeattractsalotofbadpublicitywithhisspeechaboutunmarriedmothers.他關(guān)于未婚母親的演講招來了很多不利名聲。2.招引公眾注意的手段，宣傳Theconcertwasagoodone,butbecauseofbadpublicity,veryfewpeoplecame.這是一場(chǎng)很出色的音樂會(huì)，但是因?yàn)閺V告做得差勁，到場(chǎng)的人很少。repossessv.再拿到手,取回,使取回repossess…h(huán)ome是指如果超市從事銀行業(yè)務(wù)，向顧客提供購(gòu)房貸款（homeloan）,那么它就面臨著一些可能的風(fēng)險(xiǎn)；如果客戶無法按時(shí)支付貸款，那么超市就有權(quán)回收客戶的房屋，并把它出售，以補(bǔ)償損失。因?yàn)樵谶@種情況下，房屋是一種貸款的抵押品，它的所有權(quán)是屬于超市的，因此，當(dāng)出現(xiàn)不良貸款時(shí)，超市就有權(quán)收回該客戶的房屋。Reading1Brandstretching23②Readthearticleagainandanswerthequestions.3.Whataretherisksinvolvedwithbrandstretching?4.Howdothelargesupermarketchainsencouragebrandloyalty?Theremaycomeapointwhenproviderswillwanttoraiseprices.Thebadpublicitycouldhurtthebrand.Anynegativeaction,(e.g.

repossession)againstcustomerswhoarealsosupermarketcustomerscouldalsodamagethebrand.Theyofferloyaltyschemes,givingbonuspointswhichcanbetradedforairmilesorcashdiscounts.

Brandstretching24③Imagineyourlocalsupermarketoffereditsownbrandoftheproductsandservicesmentionedinthearticle.Wouldyoubuythem?Why?/Whynot?112張優(yōu)惠獎(jiǎng)勵(lì)可獲打八五折的包價(jià)旅游；2憑2張獎(jiǎng)券在英國(guó)旅館休假可享受半價(jià)；憑2張獎(jiǎng)券可以在UCI連鎖影城享受二次免費(fèi)電影

12張獎(jiǎng)券可以獲得從倫敦到巴黎的免費(fèi)機(jī)票Reading2Sainsbury’sBank26①Enjoyinganextralarge

20%introductoryno-claims

discountSTARTINGTODAY

在這個(gè)廣告片段中的關(guān)鍵詞是no-claimdiscount(也可以寫成no-claimsbonus)“無索賠獎(jiǎng)金”，指的是“保險(xiǎn)人因前一年未向保險(xiǎn)公司要求賠償而享有的保險(xiǎn)金優(yōu)惠”anamountsubtractedfromthemoneypaidtoaninsurancecompany,becausenoclaimshavebeenmadeforaparticularperiod.這顯然與保險(xiǎn)業(yè)務(wù)有關(guān)，因此，這個(gè)廣告是關(guān)于homeinsurance房屋保險(xiǎn)的。

Reading2Sainsbury’sBank27②MoneyavailableWITHINDAYS.

這則廣告中的關(guān)鍵詞是withindays帶有很明確的指示性信息：如果是信用卡或儲(chǔ)蓄，均可以即時(shí)獲得現(xiàn)金而不用等待幾天，只有個(gè)人信貸personalloan要在辦理后等待幾天，才能獲得現(xiàn)金。所以，這個(gè)廣告是有關(guān)personalloan個(gè)人貸款的。

Reading2Sainsbury’sBank28③Welcomedatover14millionoutletsAROUNDTHEWORLD

這則廣告中的關(guān)鍵詞是outletsaroundtheworld.其中，outlet是“專賣店”，“分銷店”的意思，是大公司，大企業(yè)所屬的專門銷售自己產(chǎn)品的連鎖店(ashopthatisoneofmanyownedbyaparticularcompanyandthatsellsgoodswhichthecompanyhasproduced).比如，afast-foodoutlet一家快餐連鎖店。廣告中所說的業(yè)務(wù)覆蓋全世界，在各地均有專門的營(yíng)業(yè)部，顯然是指信用卡業(yè)務(wù)，因此，這個(gè)廣告是有關(guān)信用卡的。

Reading2Sainsbury’sBank30⑤WhereelsewillyoufindINSTANTACCESStoyourmoneyandNOFEES?

⑥PlusadditionalRewardPointsWHEREEVERyouuseit在這個(gè)廣告中帶有明確指示性信息的詞是instantaccesstoyourmoneyandnofees.客戶在銀行的儲(chǔ)蓄可以隨時(shí)取出，銀行也不收取費(fèi)用，這個(gè)廣告是關(guān)于savingaccounts，儲(chǔ)蓄帳戶的。這個(gè)廣告的關(guān)鍵詞是rewardpoints。銀行為了吸引更多的客戶，經(jīng)常在提供信用卡服務(wù)的時(shí)候，向顧客獎(jiǎng)勵(lì)積分rewardpoints,因此，這個(gè)廣告是和信用卡服務(wù)有關(guān)的。Reading2Sainsbury’sBank31⑦Flexible

cover,

competitivelypriced

這個(gè)廣告中的關(guān)鍵詞是cover，意思為“給…上保險(xiǎn)”，比如：getthehousecovered

againstfire給房子買火險(xiǎn)。這顯然是指保險(xiǎn)業(yè)務(wù)，因此，這個(gè)廣告是有關(guān)homeinsurance

房屋保險(xiǎn)的。Key:

AhomeinsuranceBmortgageCpersonalloanDsavingsaccountEVISAcreditcard①⑦④②⑤③⑥32Sainsbury’sBank②Whatwouldbetheadvantagesanddisadvantagesofbuyingallofthesefinancialproductsfromthesameprovider?Advantagesconvenience/convenientgetdiscountthroughloyaltyvouchershavetrustinthereliabilityofthebrandnamehaveconfidenceinthegoodqualitygoodserviceDisadvantagesnotnecessarilythebestdealineverycaseover-relianceononecompanyifanythinggoeswrongAdvicesdonotputallyoureggsintoonebasket(不要把所有的雞蛋都放在同一只籃子里)reducetherisk減少風(fēng)險(xiǎn)Listening2Aninterview33③DavidNoble,DirectorofMarketingatSainsbury’sBank,talksaboutthemarketingofSainsbury’sfinancialservices.Listenandanswerthequestions.

1.Whoisthetargetcustomer?2.WhatmarketingmethodsdoesSainsbury’sbankuse?3.HowhasSainsbury’sBankattractedcustomers?TheSainsbury’scustomerThevastmajorityofadvertisingisin-storeorthroughdirectmail.Theyalsousepublicrelationsasamarkettool.Byofferingvalueformoneyandexcellentcustomerservicestandards.RewardPointshavealsobeenabigattraction.Listening2Aninterview344.WhatadvantageshasSainsbury’sBankovertraditionalbanks?5.WhydoesDavidNoblethinkitissafetostretchtheSainsbury’sbrand?6.HowhastheSainsbury’sbranddeveloped?AsSainsbury’sBankisatelephoneoperation,itdoesn’thavethehighoverheadsofabranchnetworkandsocanofferbetterrates.Sainsbury’sexperienceinretailingalsomeansitcanuseitscustomer-focusedmentality.BecauseofSainsbury’sstrengthincustomerservice.Itstartedasadairyin1869andhasgrownintoamajorretailgroupwithover800stores.Itisstilldeveloping.So,thevastmajorityofmarketingiseitherin-storeorthroughdirectmail.絕大部分營(yíng)銷是商店里邊進(jìn)行的?；蛘咄ㄟ^向顧客直接寄郵件的方式來完成。We’veboughtverylittleadvertisingspace,butwedoalsousepublicrelationsasamarketingtool.我們購(gòu)買的廣告版面很少，但是我們也把公共關(guān)系作為營(yíng)銷的手段。AndhowdoesanewbanklikeSainsbury’ssucceedinattractingpeopleawayfromtheHighStreetBanks?塞恩斯伯里開辦的銀行是怎樣把人們從傳統(tǒng)的銀行中吸引過來的？這里的HighStreet是英國(guó)英語(yǔ)，指市鎮(zhèn)商業(yè)區(qū)的大街。Quitesimplebyofferingvalueformoneyandexcellentcustomerservicestandards.很簡(jiǎn)單，通過提高資金效益以及提供優(yōu)質(zhì)的客戶服務(wù)方法。這里的valueformoney是指物有所值的程度。Listening2KeypointsOurkeyoperationadvantageisthat,asatelephone-onlyoperation,Sainsbury’sbankdoesn’thavethehighover-headsthatabranchnetworkdoes.我們的運(yùn)作優(yōu)勢(shì)是：作為只通過電話運(yùn)作的業(yè)務(wù)，塞恩斯伯里銀行沒有一般銀行網(wǎng)點(diǎn)所要支付的管理費(fèi)用。

overheads指企業(yè)的日常開支，包括工資，租金，設(shè)備，內(nèi)部裝飾以及繳稅等的花銷，費(fèi)用?！璖ainsbury’sexperienceinretailingmeansthatitsbankcanapplyaretailer’scustomer-focusedmentalitytothefinancialservicessector.塞恩斯伯里在零售業(yè)的經(jīng)驗(yàn)意味著它所屬的銀行能把零