商务英语口试必备手册 Marketing 市场营销 Branding 品牌

2018-12-19 09:25:25   Tag:

商务英语

 

英语口语学习

 
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商务英语口试必备手册 Marketing 市场营销 Branding 品牌

Registered trademark 注册商标

Brand awareness 品牌知晓度

Brand acceptability 品牌接受度

Brand preference 品牌偏好度

Brand extension (brandstretching)品牌延伸

Brand licensing 品牌许可(允许其他厂家使用该品牌,但必须付费)

Equity 资产权益

Acute 尖锐的,棘手的;剧烈的,严重的

Tailor 为特定目的(或需要)制作;修改,使适应

Specialized 专门的;专科的

Protectable 可被保护的

Suntan lotion 防晒霜

Generic 一般的,普通的,通用的;非商标的,不受商标注册保护的

Reliability 可靠度高的

Performance (机器等的)工作性能

Household appliance 家用电器

State-of-the-art 最新型的,最优良的

Saturated 饱和的

Brand strength 品牌优势

Product entry 产品的进入(某一市场)

Counterfeit 仿造,伪造(货币、手迹等)


 

Brand Names品牌名称

Effective brand names are easy to pronounce, recognize, and remember.

好的品牌名称容易发音、辨别和记忆。

 Short names such as Nike and Shell meet these requirements.

像耐克、壳牌之类的拼写较短的品牌名称就符合这些要求。

Marketers try to overcome the problem of easily mispronounced brand names by teaching consumers how to pronounce them correctly.

营销者们为了解决某些品牌名称容易读错的问题,特意教授消费者们如何正确地拼读这些品牌名称。

Global marketers face a particularly acute problem in selecting brand names: an excellent brand name in one country may prove disastrous in another.

国际营销者们在选择品牌名称时通常会遇到一个棘手的问题:在某一国家是优秀的品牌名称在另一国却可能是糟透的名称。

Firms marketing a product in many countries must decide whether to use a single brand name universally or tailor the name to individual countries.

产品销往多个国家的公司必须决定是统一使用一个品牌还是在不同国家使用不同的品牌名称。

Because of differences in language and culture, some firms create brand names to fit local markets.

因为语言和文化的差异,一些公司为符合当地市场的情况而采用不同的品牌名称。

 In eastern Europe the Yellow Pages telephone directory is called the Golden Pages to connote an image of quality.

在东欧国家,“黄页”电话号码薄被称为“金页”,这传达给了顾客高质量的品牌形象。

Brand names should also give buyers the correct connotation of the product’s image.

品牌名称还必须使购买者对产品形象有一个正确地认识。

Specialized Bicycles carry the image of champion bicyclists.

美国著名高级运动自行车品牌“Specialized Bicycles”让人联想到冠军车手的形象。

VISA suggests a credit card with global use.

VISA则表明这是一种可全球通用的信用卡。

The brand name must also be legally protectable.

品牌名称还必须是法律可以保护的。

The Lanham Act of 1946 states registered trademarks must not contain word or phrases in general use, such as automobile or suntan lotion.

1946年得《兰哈姆法》规定,注册的商标不能包含如汽车或防晒霜之类通用的字眼或短语。

These generic words actually describe a particular type of product and cannot be granted exclusively to any company.

通用的词语是某一类产品的统称而不能作为公司产品的唯一商标名称。

It is becoming more difficult for companies to coin effective brand names, due to the multitude of competitors who are rushing to find brand names for their own products.

公司要取一个好的品牌名称现在变得越来越难了,这是因为众多的竞争者都迫不及待地要为他们的产品寻找好的品牌名称。

Some companies register names even if they don’t yet have products to fit them in order to stop competitors from using them.

有些公司甚至还在未生产出产品时就为其注册了名称,为的是防止竞争者使用同样的名称。

 This forces firms to spend more time and money finding effective brand names that are still available.

这种情况使得公司花越来越多的时间和金钱寻找好的品牌名称。

 

PART ONE: INTERVIEW

(1)  Are you influenced by brands when you choose products or services?(Why?/Why not?)

当你选择产品或服务时是否会受到品牌的影响?(为什么?)

Yes, I always choose products or services of well-known brands. I think they are of better quality than those of unknown brands, furthermore, they can offer better aftersales service.

 

(2)  Would you consider buying a new brand of product newly introduced to the market?(Why?/Why not?)

你会购买刚刚进入市场的新品牌产品吗?(为什么?)

I would. Products of a new brand may be technologically advanced since they are newly developed, what’s more, they are usually at lower prices than those of well-known brands.

 

(3)  What do you think a company should do to create brand awareness for a new brand?

你认为公司为建立新品牌的品牌意识应做些什么?

I think the company can launch an advertising campaign, put ads on television or with other media, besides, it can also offer free samples or discounts or coupons etc. once consumers have used it or have seen it advertised, it moves from the unknown to the known brand.

 

(4)  Do you think brand equity provides a competitive advantage for a company?

你认为品牌权益能使公司处于竞争优势吗?(为什么?)

Yes, because people are more likely to buy a product that carries a respected, well-known brand name.

 

PART TWO: Mini-presentation

What is important when…?

Choosing household appliances                选择家用电器时应注意哪些要点?

l  Brand names                             品牌

l  Technology                               所有的技术

l   

Brand names are very important in choosing household appliances, because well-known brand names signal high quality. Apart from this, they may offer better after-sales services and may be more reliable and user-friendly. We use household applicances every day, and they generally cost us a lot of money, of course, we would like to buy good products.

It is also important to see whether state-of-the-art technology is employed in producing the household applicances. The household applicances you choose should reflect the newest development of technology in that field, such household appliances may be safer and may work better.

In addition, price is also important, for many consumers, price is the top consideration in the buying decision, prices of same products produced by different companies vary a lot. It is reasonable to choose a product which offers good value for money.

 

PART THREE: DISCUSSION

Increasing the price of a product

Your company is considering whether to increase the price of a product. You have been asked for your views about it. Discuss the situation together, and decide:

l  under what market conditions can the company increase the price of the product

l  which aspects of the product should be considered

提高产品的价格

你们公司正在考虑是否提高某产品的价格。请你们对此事发表看法。讨论并决定:

l  在什么市场情况下公司可以提高该产品的价格

l  公司需要考虑该产品的哪些方面

AWhen we are considering whether to increase the price of a product, I think,first of all, we should consider market conditions. There are not many brands of the same product in the market, in other words, the supply is low, so I think we can increase the price of our product.

B: And as the statistics of the market research show, this product is in great need. Since demand is hign, of course, we can increase the price.

A: That’s right. So far, the competition is not fierce, and the market is not saturated, therefore, we can increase the price of our product.

B: Not only market conditions should we take into account, we must also consider the brand strength of our product. Our brand is respected and well known. For this reason, more people are likely to buy our brand of product.

A: It’s true. Due to the strength of our brand, customers are not likely to switch to other brands if we increase the price of the product.

B: So we can sell our product at a higher price than our competitors. Besides, we should also consider the quality of our product. Compared with most of the products of the same category, our product is of better quality, which is shown in the survey—80% of customers are more satisfied with our product than with products of other manufacturers.

A: Yeah, it’s true. Our product is more durable and reliable. It seldom goes wrong. Few customers complain about our product. Therefore, we can increase the price a bit.

B: In addition, we should also consider the after-sales services. Our company offers a longer guarantee for this product than other companies. Base on this, I think we can increase the price of the product.

Follow-up questions

(1)     Do you think brands with high equity convey a financial advantage for a company?(Why?/Why not)

你认为优秀的品牌能为公司赚取更多的金钱吗?(为什么?)

Yes, because market share and profits margins for this company are likely to be greater.

 

(2)     What are characteristics of effective brand names?

好的品牌名称有哪些特征?

Effective brand names are easy to pronounce, recognize and remember. They give buyers the correct connotation of the product’s image.

 

(3)     How can brand loyalty be measured?

如何衡量品牌忠诚度?

Brand loyalty can be measured in four stages: brand awareness, brand acceptability,brand preference and brand insistence.

 

(4)     What do you think are the commonly used brand strategies of companies?

你认为公司最常使用哪些品牌策略?

One is brand extension, that is the use of a popular brand name for a new product entry in any unrelated category; the other is brand licensing which means companies allow other companies to use their brand name for fee payments.

 

(5)     Do you think it a problem for companies to protect their trademarks in foreign countries?(Why?/Why not?)

你认为公司要保护在国外的注册商标很难吗?(为什么?)

I think it is a problem. When a company’s trademark becomes world-known, many companies in foreign countries will counterfeit this company’s products.


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