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1、Workshop of International Business Spoken English,Test 3,Part one Interview,Examiners questions (1) Do you usually buy the brand-name goods？ (2) Do you think the goods with international brand are always the quality goods? (3) How important is it to build a brand image? (4) How important is the repu
2、tation of the brand?,Test 3,Part one Interview,(1) It depends. When I am going to have the everlasting goods, for example, the household appliances, I will choose the brand-name products. (2) Sure. The goods with low quality are unlikely to enjoy an international brand. (3) In the long run, its prof
3、itable to build a brand image, especially for a series of products. (4) The good reputation of a brand means the high quality of the product.,Test 3,Part Two Mini-presentation,Direction: In this part of the test, you are asked to make a short presentation on the topic for about a minute. You will ha
4、ve a minute to prepare this. Topic: What is important when marketing a new brand? Age of target customers How to advertise the brand Design of logo,Test 3,Part Two Mini-presentation,I think three things are important when marketing a new brand. The first thing to consider is the age of target custom
5、ers. This is a part of market positioning. Second, according to the age of target customers, we can design the appropriate logo to publicize the product. The young may like the lively and novel logo. Third, how to advertise the brand is also important. We must decide where to make advertisement. It
6、will be on TV, magazine or newspaper. So these three things need to be taken into consideration.,Test 3,Part Three: Collaborative task and discussion,Direction: A company is going to launch a product with an international brand in your country. Talk together for about 2 minutes about the things to b
7、e considered and decide which two the most important. Here are some ideas to help you. Market positioning Advertising Packaging Change of logo Local culture Design,Test 3,Part Three: Collaborative task and discussion,Follow-up questions (1) Is it necessary to change the logo when introducing a produ
8、ct with international brand in a new market7 (Why? /Why not?) (2) How important is it to consider the local culture when introducing a product with international brand in a new market? (3) Is packaging important to a new brand? (4) Is the reputation of the brand important? (5) What are the effective
9、 ways to introduce a new brand?,Test 3,Part Three: Collaborative task and discussion,A: A product with international brand always enjoys a good reputation. But it is quite new in our country. So market positioning must be considered first. We must carry out market research, and then decide who the m
10、ost probable buyers are. B: You are quite right. We must accommodate the product to the local customers needs. For example, rye bread is an American favorite food, but traditionally we use the rye as food for cattle. So we must tell our customers that rye is a healthy food and most suitable for the
11、people with diabetes.,Test,Part Three: Collaborative task and discussion,A: So we set the target customer of the product. Then we must publicize the product. B: Exactly. Advertising is the second thing to be considered. Through advertisements on TV, newspaper and magazine, people can learn about the
12、 product and change their views. Then they accept the product. A: So to sum up, market positioning and advertising are the two most important things to consider.,Test 3,Part Three: Collaborative task and discussion,Follow-up questions (1) No. Many people know the logo of an international brand, but
13、dont learn about the product well. Change of logo will mislead the customers into thinking that the product is a new one. (2) Its very important. The design, advertising or logo of the product may be considered to be a taboo in local culture. (3) Yes. Packaging is a channel to know the brand for the consumers. (4) Yes. In many cases, it is the good reputation of the brand that influences the customers purchasing choice. (5) Advertising, sales promotion and offering the free sample, etc.,
