商務英語-品牌營銷

商務英語閱讀（下）

BusinessEnglish:AReadingCourse

主講：趙冉冉

E-mail:zhanluecenter@QuestionsWhatbrandisyourmobilephone?Threeyearsago,whichbrandofmobilephonedidyouuse?Whydoyouchangeyourmobilephonefromonebrandtoanotherbrand?Whatbrandofshampoodoyouuse?andaccordingtowhatyouchooseyourshampoobrand?MarketingUnit7P&GWhydoesP&Gcreatesomanybrands,Howdoesitsetitsseriesofproducts,accordingtowhat?Whatisthemarketing?Howtoachievesuccessfulmarketing?Howtomanageyourbrandsuccessfully?Customer-centeredBrandManagementTopicTheobjectiveofmarketingisto

select,serveandsatisfycustomersinaprofitablemanner.Threelevelwhichmanagersthinkaboutmarketingstrategy:markets,segments,andcustomers.Definingtherightmarketingstrategyisanimportantjobofmanagers,successfulmarketingstrategiesarevital.BackgroundandGistThearticlepointsoutthatmostexecutivestodayagreethattheireffortsshouldbefocusedongrowingthelifetimevalueoftheircustomers,butfewcompaniesreallyunderstandtheimplicationsofthatideafortheirmarketingmanagement.Thearticletellsusanimportantmarketingstrategy,thatis,brandsexisttoservecustomers,andthevalueofabranddependsonthecustomer.Case1:OldsmobileCase2:Parliament&FunkadelicCase3:Honda

Case4:Volkswagen

Customer-centeredbrandmanagement

返回Case1:OldsmobileCase2:Parliament&FunkadelicOvercomeyourblindspotBrandvalue&CustomerequityBrandingstrategiesCase3:Honda

Case4:Volkswagen

Case1:OldsmobileCase2:Parliament&FunkadelicCase1VSParliamentFunkadelicCase21986年，美國的中產(chǎn)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(zhuǎn)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，Acuralegend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”。Case3HondaPhaetonBMWMercedesCase4VolkswagenConclusion

Customerequity&BrandvalueCustomerEquityisthepointWhatiscustomerequity,andwhatisbrandequity?Whyiscustomerequitymoreimportantthanbrandequity?

Conclusion:

Brandscomeandgo——butcustomersmustremain.奧茲品牌

ThevalueofabranddependsonthecustomerHowdomostmanagersmeasurebrandequity?Whatistheproblemwiththatwayofmeasurement?

Conclusion:Thebrandmightnotbesuchanasset,thevalueofabrandishighlyindividualized,itdependsonthecustomer.(differentcustomersegments)大眾輝騰Expressionsintheintroduction:Buyinto買進…的股份；出錢獲得成員資格;參與Compatible/incompatiblewithBrandequity品牌價值；商標資產(chǎn)Wearon(時間)慢慢地流逝；繼續(xù)下去;使惱火；使疲倦Put…inchargeof6.Appealto呼吁；上訴；要求；對…有吸引力7.Inthesamevein同樣道理8.Phaseout使逐步淘汰；逐漸停止9.Shedatearat為…落淚；為…感到傷心/惋惜10.Gearto使適合；把…連到…上11.Customerequity客戶資產(chǎn)Examples:I'mnotgoingtobuyinto

theview.Then,istheEasternethicsentirelyincompatiblewithtoday'shigh-techsociety?Thehoursworeon,andtherepresentativesbecamemoreanxious.Theirendlessspeakinghasbeenwearingon

mynervesallday.5.Henrywrotemanyshortstoriesinthesamevein,humorousandlight-hearted.6.InPittsburgh,theG-20nationsagreedtophase

outinefficientfossilfuelsubsidiesovertime.7.Thecompanyhasphasedout

thetruckmanufacturing.8.Wemustgearthestyleofourproductto

theneedsofcustomers.

ExpressionsinPartIAlternatebetween在兩種狀態(tài)中交替變化；時而…時而…Viceverse反過來也一樣EconomycarsUpscalebuyersLow-tomedium-pricedcarsEngineeringprowess工程設計技術7.Byallaccounts據(jù)大家所說8.Salesprojections銷售預測

Examples:Healternatedbetween

supportingmeandopposingme.Hisfatherheldaseriesofblue-collarjobsand,by

all

accounts,wasabitterman.ExpressionsinPart2:Forward…aside除…以外Inconcert一致；齊聲IntheinterestofTotheextentthat…達到……的程度以致；就……來說；在這個意義上;在這樣的范圍內(nèi)；在……方面來說Resonatewith共鳴Examples:Commonsensecallsuponustoactinconcert.Theinfluencemaydeveloptotheextentthatmypositionbethreatened.Peopleofallreligionsseemtoresonate

withhisopenness.ExpressioninPart3:Enamoredin/of著迷于IndependentofMakeheadway取得進展Redoubleone’sefforts加倍的努力Examples:OlderAmericanswerelessenamored

ofchangeinthe2008election,andseniorcitizensweretheonlyagegroupthatvotedforJohnMcCain.YouarestartingtomakeheadwaywithyourFrench!Part4:PutYourBrandsinTheirPlace

思考：如何實施品牌戰(zhàn)略Questionstothink:Whatarethesevendirectivesabout?Whatdoesthefirstdirectivemean?Howtobuildbrandsaroundcustomersegment?Whyshouldyoumakeyourbrandsasnarrowaspossible?5.Howshouldweplanbrandextension?6.Whenshouldthecompanyhandoffcustomerstootherbrands?7.Ifabrandbecomesveryunattractivetoacustomersegment,whatshouldbedone?Why?8.Howshouldbrandequitybemeasured?

HandoffcustomerstootherbrandBrandnarrowcustomersegmentTakenoheroicmeasuresChangethemeasurementsofbrandequityCustomerneedsCustomerrelationshipExpressionsinPart4:Goagainstthegrainof違反…的意愿Besubservientto從屬于；順從于…Theotherwayround相反Direct…at/target…to指向…；針對..Position…for…將…定位于High-endAcrosssectionof所有的，全面的9.Allowfor考慮到，慮及10.Haveattachmentto愛慕…;依戀…11.Beunifiedby…在…方面統(tǒng)一；12.Pavethewayfor為…做好準備；為…鋪平道路13.Lineextension產(chǎn)品線擴展14.Creditcard16.Rollup卷起；滾滾上升；到達；積累成15.Debitc