商務(wù)英語中級(jí)第四章課件4abrandpower

1、unit 4 a brand power brands of mobile nokia motorola siemens sony ericsson samsung lg brands of famous cars bmw porsche bnze honda buick daewoo volk swagen ferrari fiat toyota ford cadillac chrysler lincoln volvo ibm sony toshiba apple dell benq hp useful phrases and expressions a brand represents a

2、 certain culture 一個(gè)品牌代表一種文化be attracted by the quality brand image 被優(yōu)質(zhì)的品牌形象所吸引the brand name carries high credibility品牌具有很高的可信度brand leader 暢銷品牌have a strong sense of brand loyalty 具有強(qiáng)烈的品牌信任感reasonable price 合理的價(jià)格good after-sales service 良好的售后服務(wù)have confidence in the reliability of the product 信賴產(chǎn)品的

3、可靠性good quality 良好的質(zhì)量consistent quality 穩(wěn)定的質(zhì)量user-friendly design 方便用戶的使用設(shè)計(jì) speaking: what would be the advantages and disadvantage of buying all of these financial products from the same providers ?phrases and expressions convenience/convenient get discount through loyalty vouchers have trust in th

4、e reliability of the brand name have confidence in the good qualitygood service not necessarily the best deal in every case over-reliance on one company if anything goes wrong reduce the risklistening tips 1 so ,the vast majority of marketing is either in-store or through direct mail. 絕大部分營(yíng)銷是商店里邊進(jìn)行的

5、。或者通過向顧客直接寄郵件的方式來完成。2 weve bought very little advertising space, but we do also use public relations as a marketing tool.我們購(gòu)買的廣告版面很少，但是我們也把公共關(guān)系作為營(yíng)銷的手段。3 and how does a new bank like sainsburys succeed in attracting people away from the high street banks? 塞恩斯伯里開辦的銀行是怎樣把人們從傳統(tǒng)的銀行中吸引過來的？這里的high street是英

6、國(guó)英語，指市鎮(zhèn)商業(yè)區(qū)的大街。the high street banks 是指?jìng)鹘y(tǒng)的銀行。 quite simple by offering value for money and excellent customer service standards. 很簡(jiǎn)單，通過提高資金效益以及提供優(yōu)質(zhì)的客戶服務(wù)方法。這里的value for money 是指物有所值的程度。5 our key operation advantage is that, as a telephone-only operation, sainsburys bank doesnt have the high over-heads

7、 that a branch network does. 我們的運(yùn)作優(yōu)勢(shì)是：作為只通過電話運(yùn)作的業(yè)務(wù)，塞恩斯伯里銀行沒有一般銀行網(wǎng)點(diǎn)所要支付的管理費(fèi)用.overheads指企業(yè)的日常開支，包括工資，租金，設(shè)備，內(nèi)部裝飾以及繳稅等的花銷，費(fèi)用。 6 sainsburys experience in retailing means that its bank can apply a retailers customer-focused mentality to the financial services sector. 塞恩斯伯里在零售業(yè)的經(jīng)驗(yàn)意味著它所屬的銀行能把零售商的以顧客為中心的理念引入金融服務(wù)這一行業(yè) we firmly believe that our commitment to our customer will prevent brand damage. 我們堅(jiān)信我們對(duì)顧客的承諾會(huì)防止對(duì)品牌的損害。8 who could have imagined, back in t 1869, that a small family dairy wou