商務英語unit 7(2014)

1、商務英語閱讀（下）商務英語閱讀（下）Business English: A Reading Business English: A Reading CourseCourse主講：趙冉冉主講：趙冉冉nQuestionsnWhat brand is your mobile phone? Three years ago, which brand of mobile phone did you use? nWhy do you change your mobilephone from one brand to another brand? nWhat brand of shampoo do you u

2、se? and according to what you choose your shampoo brand?MarketingUnit 7 P&G Why does P&G create so many brands, How does it set its series of products, according to what?Customer-centered Brand ManagementTopicThe objective of marketing is to select, serve and satisfy customers in a profitabl

3、e manner. Three level which managers think about marketing strategy: markets, segments, and customers.Defining the right marketing strategy is an important job of managers, successful marketing strategies are vital.Background and GistvThe article points out that most executives today agree that thei

4、r 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 management.vThe article tells us an important marketing strategy, that is, brands exist to serve customers, and the value of a brand dep

5、ends on the customer. Case 1: OldsmobileCase 2:Parliament & FunkadelicCase 3: Honda Case 4: Volkswagen Customer-centered brand management 返回Case 1: OldsmobileCase 2:Parliament & FunkadelicOvercome your blind spotBrand value & Customer equityBranding strategiesCase 3: Honda Case 4: Volksw

6、agen Case 1: OldsmobileCase 2:Parliament & FunkadelicCase 1VSParliamentFunkadelicCase 21986年，美國的中產階級數(shù)量膨脹，擁有更多可以自由支配收入 ，消費者從Honda經(jīng)濟型車轉而購買其他歐洲豪華車。Honda總部打造了Acura品牌，該車提供了德國豪華車的良好性能和日本車堅固耐久的可靠性 。1989 年，Acura legend 連續(xù)第二年成為美國最暢銷的進口車型。 Acura 推出了 276 匹馬力的雙門運動跑車 NSX 。 被視作第一款能夠與法拉利和保時捷挑戰(zhàn)的日本車。問世于 2004 年的新

7、 TL 擁有意大利風格的設計、一個 270 匹馬力的 v6 發(fā)動機并配有 6 速手動型的配置可供選擇。這些元素的結合導致了 Acura 銷量的飆升。 2000 年 Acura 推出了它的第一輛中型 suv ，即在美國設計、開發(fā)和制造的 MDX ，這款車在底特律舉行的 2001 北美國際汽車展上被評為 “ 北美年度車 ” 。 Case 3HondaPhaetonBMWMercedesCase 4Volkswagencustomer equity is the pointbrand value depends on the customersuccessful caseslClinton band

8、 lHondalP&Gfailed caseslOldsmobilelVolkwagenThe relationship between customer equity and brand equityCustomer-centered brand managementConclusion Customer equity & Brand value nCustomer Equity is the pointWhat is customer equity, and what is brand equity?Why is customer equity more important

9、 than brand equity? Conclusion : Brands come and go but customers must remain. 奧茲品牌 nThe value of a brand depends on the customerHow do most managers measure brand equity?What is the problem with that way of measurement? Conclusion: The brand might not be such an asset, the value of a brand is highl

10、y individualized, it depends on the customer. (different customer segments)大眾輝騰Expressions in the introduction:Buy into買進的股份；出錢獲得成員資格;參與Compatible / incompatible withBrand equity品牌價值；商標資產Wear on (時間)慢慢地流逝；繼續(xù)下去;使惱火；使疲倦Put in charge of 6. Appeal to呼吁；上訴；要求；對有吸引力7. In the same vein同樣道理8. Phase out使逐步淘汰

11、；逐漸停止9. Shed a tear at為落淚；為感到傷心/惋惜10. Gear to使適合；把連到上11. Customer equity客戶資產Examples:Im not going to buy into the view.Then, is the Eastern ethics entirely incompatible with todays high-tech society?The hours wore on, and the representatives became more anxious.Their endless speaking has been wearin

12、g 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 nations agreed to phase out 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

13、the needs of customers. Expressions in Part IAlternate between在兩種狀態(tài)中交替變化；時而時而Vice verse 反過來也一樣Economy cars Upscale buyers Low- to medium-priced cars Engineering prowess工程設計技術7. By all accounts據(jù)大家所說8. Sales projections銷售預測Examples:He alternated between supporting me and opposing me.1.His father held

14、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；齊聲In the interest of To the extent that達到的程度以致；就來說；在這個意義上;在這樣的范圍內；在方面來說Resonate with共鳴Examples:Common sense calls upon us to act in concert.The influence may develop to the extent

15、 that my position be threatened.People of all religions seem to resonate with his openness. Expression in Part 3:Enamored in/of 著迷于Independent of Make headway 取得進展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

16、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：如何實施品牌戰(zhàn)略思考：如何實施品牌戰(zhàn)略nQuestions to think:What are the seven directives about?What does the first directive mean?How to build brands around customer segment?1.Why should you

17、make your brands as narrow as possible?5. How should we plan brand extension?6. When should the company hand off customers to other brands?7. If a brand becomes very unattractive to a customer segment, what should be done? Why?8. How should brand equity be measured? nbrand decisions according to cus

18、tomer decisionsnmake brands around customer segmentsnmake brands as narrow as possiblenhand off customers to other brands nbrand extensions based on customer needs If customers are similar,you can put the same brand for different products.ntake no herioc measurenchange your measure brand equityHand

19、off customers to other brandBrand narrowcustomer segmentTake no heroic measuresChange the measurements of brand equityCustomer needsCustomer relationshipExpressions in Part 4:Go against the grain of 違反的意愿Be subservient to 從屬于；順從于The other way round相反Direct at/ target to指向；針對.Positionfor 將定位于High-end A cross section of 所有的，全面的9. Allow for考慮到，慮及10. Have attachment to 愛慕;依戀11. Be unified by在方面統(tǒng)一；12. Pave the way for為做好準備；為鋪平道路13. Line extension 產品線擴展14. Credit card 16. Roll up卷起；滾滾上升；到達；積累成15. Debit card 16. Hand off 不可觸摸；切換，轉換(switch)17. By analogy用類推的方法；同樣18