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1、,商务英语实训教程 （上册 ） 教师参考 Unit 10,教师用书 Unit（10) Brand Loyalty Pre-reading questions What is the purpose of Brand Loyalty? Brand loyalty, in marketing, consists of a consumers commitment to repurchase or otherwise continue using the brand and can be demonstrated by repeated buying of a product or service,
2、 or other positive behaviors such as word of mouth advocacy.,【文本翻译】 品牌效应 品牌效应被定义为消费者的一种行为，他们长久以来喜欢不断地购买同种商品，而不购买其它的同种商品。当消费者认为，和那些竞争者相比,他或她所购买的品牌会提供更好的商品和消费体验时，这种行为就会发生。这种信赖就成为了未来购买的基础。,品牌效应,品牌效应通常被认定为单一商品，而不是一个组织。因此，消费者对品牌的信赖不会主动暗示对公司其它商品的信赖。品牌效应的重要性有三个主要原因。第一，品牌效应通常会降低所售货物的成本。有客户群的公司发现，对于客户，他们可以投入
3、较少的资源和营销努力。因为客户在购买的时候，他们更可能自己去寻找他们的品牌（而不是购买他们看到的第一个商品）。,品牌效应,很少有可能认为忠于品牌的客户会因竞争者的营销手段而改变品牌。第二，品牌效应允许公司在出售货物时，采用溢价标价。研究已经表明忠于品牌的顾客相信所购买的商品具有较高的质量，所以更可能接受较高的价格，而不太可能因成本不同比较商品。从竞争商品没有“独特”的溢价特点看，他们也不太可能购买打折的商品，也不太可能受到把自有品牌当作可选商品的现象影响。,品牌效应,最后，拥有忠实客户基础的公司发现现在的消费者更加有可能把他们喜爱的品牌推荐给其他顾客。他们很有可能会向其他顾客宣传并让他们相信商
4、品的优势。因为个人的推荐会带来重要的销售量，这就是品牌效应所带来的满意效果。由于品牌效应能够维系现有的顾客，所以它带来更高的销售额。这三种因素的结合通常将会把以“每个单位”为基础的低成本的商品转化（成更高的成本）。,New Words 词汇教学重点： 1.alternative:lt:ntiv 例句1：Can we come up with a better alternative for handling this problem? 我们能不能想出更好的替代方案以处理这个问题？ 例句2：So the only alternative is to work hard today, so tha
5、t we will enjoy a better tomorrow.所以唯一的选择就是今天努力地工作，只有 这样我们才可以享受一个更美好的明天。,2. attribute tribju:t 例句1：To attribute that entirely to Mr. Obama would be disingenuous.把这完全归咎于奥巴马是不诚实的。 例句2：Gene pattern is a structure, function, or attribute determined by a gene or group of genes.基因型由一个基因或一组基因 决定的一种组织、功能或属性
6、。,3. convince knvins 例句1：Do you really think you can convince people living in Korea to buy more American beef? 你真的认为你可以让生活在 朝鲜半岛的人买美国啤酒吗？ 例句2：Your ability to visualize will help you convince others of the possibilities.你能把可能性形象化，这会帮助你说服别人。,4. decreasedikri:s 例句1：The figure showed a gradual decrease
7、 from 1985 to 2005.从 1985年到2005年，该数字呈逐渐下降趋势。 例句2：Not only did physical activity decrease, but people started eating more and more processed foods.不但身体活动少了， 而且人们开始食用越来越多的加工食品。,5. dedicatededikeit 例句1：But dedicated retail bankers need not be bored, even after the reforms that consumers need. 但敬业的零售银行家
8、不必感 到无聊，即使是在消费者需要的银 行业改革之后。 例句2: In that case, you will need to dedicate more time to trading. 如 果专业做，你需要更多的时间。,6. discriminate diskrimineit 例句1：Can you discriminate good books from bad?你能区别好书和 坏书吗？ 例句2：It is difficult to discriminate the subtle difference between the two qualities.区分这两种质量的细微差别是不容易的
9、。,7. generatedenreit 例句1：Some small businesses are already using social networks to generate new ideas.一些小型企业已经 开始通过社交网络想新点子了。 例句2：Generate reports on management request.根据管理 需求生成各种报表。,8. loyalty lilti 例句1：Or it could provide a lucrative way to reward loyalty to party and president.当然，这笔资金也可以给为国家忠心工
10、作的政党和 总统带来一大笔油水。 例句2：Third, loyalty to ones company is gone and lost. 第三点，对公 司的忠诚，可说是荡然无存。,9. premiumpri:mim 例句1：Perhaps clever marketing could make “double-muscled” fish into a premium product, too.也许聪明的营销方式可以使“ 双肌”鱼也成为质优价高的产品。 例句2：Smart phones have until now been positioned as a premium product wi
11、thin the handset market.直到不久前，智能手机 一直被定位为手机市场的高端产品。,10. retentionritenn 例句1：The bonuses were retention payments.红利是保留性支付。 例句2：The retention is withheld only for bonus situation.滞留金只 是为了发奖金。 11. viablevaibl 例句1：This proved that the technology, although still at an early stage, was viable.这表明：该技术尽管仍处于
12、萌芽阶段， 但确是可行的。 例句2： Lower energy prices means certain projects are no longer viable.较低的能源价格意味着某些项目已不再可行。,12. wherebywbai 例句1：He devised a plan whereby he might escape.他想出了一个 可借以逃脱的方法。 例句2：Another is “deferred pay“, whereby a top executive leaves some part of his salary in the hands of the firm, as a
13、loan of sorts.另一个来源则是“延付薪酬”，主管们通过这种方式 将部分薪资留作贷款，由公司保管。,Phrases 1. attribute to 例句1：It is preposterous to attribute to mere external conditions. 仅仅以外部环境解释一切是不合理的。 例句2：Damage attributable to your negligence. 损害系由贵公 司疏忽所致。 2. be likely to 例句1：Remain at a price or be likely to rise.停在一个价位上或 有可能上升。 例句2：B
14、ut the boss said we were likely to work overtime today. 但是老板说我们今天很可能要加班。,3. label as 例句1：This city merits its label as the garden of the world. 这 座城市配得上世界花园的称号。 例句2：Trademark registrant is entitled to label as “Registered Trademark”or trademark indicia.商标注册人有权表 明“注册商标”或注册标记.,4. convince of 例句1：They
15、is convince of the singularity of their good taste. 他们 确信自己的趣味高雅非凡。 例句2：He has to convince me of his ability to do this job. 他必须说 服我他有胜任作这份工作的能力。,Business Terms 1. Brand loyalty品牌效应；品牌忠诚 The American Marketing Association defines brand loyalty as:（1）The situation in which a consumer generally buys t
16、he same manufacturer-originated product or service repeatedly over time rather than buying from multiple suppliers within the category“ (sales promotion definition).（2）The degree to which a consumer consistently purchases the same brand within a product class (consumer behavior definition)In a survey of nearly 200 senior marketing managers, 69 percent responded that they found the “loyalty“ metric very useful.,2. m
