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1、Unit Five,Building Brands,商务英语综合教程 第二册,Have you ever thought of building your own brands?,Learning Objectives,To understand what private label is and its two different types; To learn the development of private labels in the European Market; To know the representative private labels in the European
2、market; To use theme-related vocabulary and expressions in real situations.,Learning Points,Part I: Lead-in,Part III: Text B,Part II: Text A,Part IV: Exercise and Quiz,Has brand exerted any influences in your life?,Lead-in,Text A Labelled with Lovethe Extracts from the Interview with Nirmalya Kumar,
3、PLBs (Private Labels Brands) have long been considered as an important aspect of merchandising practice, both as a strategic tool for retailers and a unique source of competition for manufacturers.,Text A Labelled with Lovethe Extracts from the Interview with Nirmalya Kumar,1. Cultural Notes,2. Word
4、s to Drill,4. Questions for Discussion,3. Structure Analysis,5. Related Writing Tasks,Cultural Notes,Procter &Gamble: 宝洁公司 Sainsbury: 英国Sainsbury连锁超市 Migros: 瑞士Migros公司 Zara: 西班牙Zara服装品牌连锁 H&M: 瑞典H&M平价时装品牌,Nirmalya Kumar FMCG: 快速消费品 Tesco Finest: 乐购的自创品牌 IKEA: 宜家家居 Aldi: 德国阿尔迪超市,Words to Drill,label
5、 extract consulting retailer knock-off,premium innovative dispel fragmented utilize,Structure Analysis,Questions for Discussion,Which do you prefer? Name brand goods or private label goods?,What are the challenges and difficulties faced by private labels?,Related Writing Tasks,Statistics showed that
6、 in China, private labels represented a low consumer acceptance. Write down your own ideas about the future development of private labels in China.,1. Nowadays, the standards of product quality have risen to such an extent that a private label doesnt necessarily mean lower quality than the name bran
7、d. 2. The private label segment is expected to grow, driven by the rapid growth of the modern trade and the continued emergence of regional or national retail chains.,Translation Exercise,3. 在一个零售业竞争日益激烈的社会，零售商转而 关注品牌形象，试图使自己从竞争者中脱颖而出。 4.品牌是广告主题中最有价值的元素之一，因为它 展示了其所有者能够给市场提供什么。 5.顾客所感知的价值，品牌信任度，顾客满意度
8、， 重复购买行为等是品牌忠诚度的主要影响因素。,Translation Exercise,A personal diet plan is devised after a _ with a nutritionist. (consulting) Any further doubts you might have can _ (dispel) by this experiment. A low-carbon economy advocates maximizing the _ of renewable energy. (utilize) He _ (label) as a trouble-maker
9、. The clouds _ (fragment) and out came the sun.,Quiz: complete the following sentences with the proper forms of the words given in the brackets.,Started by two friends who never intended to become big businessmen, Ben & Jerrys is distinguished by a corporate philosophy that stresses social action an
10、d liberal ideals in addition to profit making, and is known for innovative and creative marketing devices that express this unorthodox spirit.,Text B Ben & Jerrys Homemade Inc.,Text B Ben & Jerrys Homemade Inc.,1. Cultural Notes,2. Word Explanation,3. Assignment,Ben & Jerrys,Word Explanations,endeav
11、or supervisor consistency shutdown franchise,Assignment,Do some research work on a private label you are interested in. Write a summary report within 400 words which should include its history, development, and marketing strategy etc.,Thank You!,Please Answer the following questions about five inter
12、national name brands.,Lead-in Questions,1.The headquarters of the Ford Motor Company are in _.,a. New York . b. Detroit c. Chicago,2. McDonalds has a lot of fast food restaurants around the world. How many?,a. 50,000. b. 16,000 c. 250,000,3. Who owns Jaguar?,a. Ford b. Rolls Royce c. British Aerospa
13、ce,Lead-in Questions,Lead-in Questions,4. The telecommunications giant Nokia is _.,a. Swedish b. Japanese c. Finnish,5. The headquarters of Levi Strauss, the jeans company, is in _.,a. New York b. San Francisco c. Pittsburgh,1B 2B 3A 4 C 5B,Keys:,Nirmalya Kumar,a professor of Marketing in London Bus
14、iness School. He also works as coach and seminar leader & speaker on strategy, marketing, branding, retailing and distribution.,FMCG (fast moving consumer goods) 快速消费品,the frequently purchased consumer goods such as grocery items, toiletries, cosmetics, and soft drinks etc.,one of the private labels
15、 of Tescos,Tesco Finest,乐购的自创品牌,a franchise-based chain of household furnishings stores, first opened in Sweden.,IKEA 宜家家居,Aldi 德国Aldi连锁超市,short for “Albrecht Discount“, a famous Germany based retail chain. It was founded in 1961 by brothers Karl Albrecht and Theo Albrecht.,Procter & Gamble 宝洁公司,a M
16、ultinational manufacturer of product ranges including personal care, household cleaning, laundry detergents, prescription drugs and disposable nappies.,Sainsburys,the third largest chain of supermarkets in the United Kingdom.,英国Sainsbury连锁超市,one of Switzerlands largest enterprises and largest supermarket chain.,瑞士Migros公司,Migros,Zara Zara服装品牌连锁,one of the largest fash
