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1、Unit 1: Brands,“Truly great brands are more than just labels for products.” - Tony OReilly (1936-_), Irish entrepreneur,Teaching Objectives,Students will be able to: 1. think and talk about their own attitude toward brands; 2. become familiar with the basic vocabulary related to brands; 3. understan
2、d the article “Made in Europe“; 4. discuss more freely on “brand“-related issues; 5. write an email: solutions to Caferomas problems.,Key Words in This Lesson Brands (partnership),partnership,Types of products and brands,Step One: Students will be randomly divided into 4 or 6 groups (using cut maps)
3、. Each group will have one type of product. Students then will be asked to suggest one or two brands for each category and explain why they chose the brands they did and if they have recently bought any of them. Business English (Card 1),Step 2,Make lists of Ss favorite brands and answer the followi
4、ng questions on page 6. 1. Are they international or national brands? 2. What image and qualities does each one have? Use the following words and expressions to help you 3. Why do people buy brands?,value for money luxurious timeless well-made top of the range durable inexpensive cool reliable styli
5、sh fashionable well-designed,4. Why do you think some people dislike brands? 5. How loyal are you to the brands you have chosen? For example, when you buy jeans, do you always buy Levis?,Step 3 Vocabulary Learning,Finish Describing brands in Market Leader Vocabulary in Unit 1 (in CD-Rom),Step 4,The
6、expressions on page 6 will be written on one side of the board as key vocabulary relating to brands.,Step 5?,Listen to 2 speakers talking about brands. What reasons does each person give for liking or disliking brands? likes: guarantee of good quality, reliable, attract attention, stylish and good d
7、esign, impress other people. dislikes: free advertising, not to impress with logos, dont want to see the same things, genuine/ illegal, inflated price.,Which speaker do you agree with? Why?,Step 6,Vocabulary Learningbrand management Group Work (4 groups) Each group will be given a card and finish th
8、e task on card 2. Card 2 in Unit 1.doc,brand and product,Complete these sentences with word partnerships from Exercise A on page 7. Additional vocabulary learningBrand ManagementVocabulary in Unit 1 in CD-Rom.,Step 7,:,2. Examples of outsourcing?,1. What is Outsourcing? 幻灯片 16,4. Financial Times,Rea
9、ding: Outsourcing Production,3. Luxury Goods- Card 3 in Unit 1.doc,New words and expressions:,super-luxury brands: n. gross margins: n. plant: n. retail value: n. snob: n. flagship: n. offshore: a. round the corner: a. quality: a. cardinal: a.,超级奢侈品牌 毛利润 工厂 零售价值市值 势力的人 旗舰店 境外的 即将来临的 高质量的 极其重大的,Pleas
10、e go through the text, find out the following words and expressions & guess their meanings:,What is outsourcing外部采购/外包? Outsourcing can be where companies stop making goods or parts for these goods and subcontract this work to other companies, which may or may not be in the same country. But in this
11、 article the idea is very much that the luxury goods companies are subcontracting to cheaper suppliers abroad.,Questions,Why do some companies make luxury products abroad rather than at home? If you bought a Burberry or Gucci product, would you mind where it was made?,Language Points,outsourcing: 外部
12、采购/外包 The buying-in of components, finished products and services from outside the firm rather than self-supply from within the firm. 从企业外部买进零部件、制成品和服务，而不是由企业内部自己供应。,In some cases this is done because it is more cost-effective to use outside suppliers or because outside suppliers are more technicall
13、y competent or can supply a greater range of items. 在某些情况下这样做是因为使用外部供应商更有成本效益，或者外部供应商在技术上更有竞争力，或者外部供应商可以提供更大范围的产品。,For example in 2000 the Bank of Scotland signed a 10-year outsourcing agreements with IBM which involves IBM taking over the Bank of Scotlands computer systems and operating them. 例如，20
14、00年，苏格兰银行与IBM签订了一份为期10年点外部采购协议，包括由IBM接管并操作苏格兰银行的计算机系统。,The deal will enable the Bank of Scotland to “save” up to 150 million on its information technology (IT) costs as well as being able to draw on IBMs expertise to create a more technically advanced IT infrastructure than it could have achieved on
15、 its own. 这项交易使苏格兰银行在其信息科技（IT）成本上“节约”了多达1.5亿英镑，并且苏格兰银行可以利用IBM的专业知识，来创建一个（比它自己可以做到的）技术上更加先进的IT基础设施。,On the debit side, however, reliance on outside suppliers may make the firm vulnerable to disruptions in supplies, particularly missed delivery dates, problems with the quality of bought-in components,
16、 and “unreasonable” terms and conditions imposed by powerful suppliers. 然而，另一方面依靠外部供应商可能使得厂商容易受到供应中断的破坏，特别是延迟交货期限、买进的零部件有问题，以及强大的供应商强加“不合理”的条款和条件。,The decision to produce internally or outsource will depend upon the combined production costs and Transaction Costs of the alternative supply source. 进行内部生产还是外部采购，其决定有赖于其他供应渠道的生产成本和交易成本之和。,Financial Times,The Financial Times (FT: 金融时报) is a UK English language internationa
