PART 1　购物偏好

题目

When you go shopping，which will you value more，the price or the brand？ 当你去购物时，会更注重哪一点，价格还是品牌？

思路点拨

思路1

价格——自己是学生，在经济上要靠父母支持

思路2

品牌——名牌产品是质量的保证

回答范例

范例1　When I go shopping，what I value most is certainly the price.Because now I’m still a student，and I’m financially supported by my parents.I have to save money as much as possible in order to lighten the burden of my parents.

当我去购物的时候，我更注重的当然是价格。因为现在我还是一名学生，我在经济上还需要父母支持我。我必须尽可能地多省钱，以减轻父母的负担。

范例2　The brand is the one I always value when I’m going shopping，because famous brands are the guarantee of quality.You can rest assured that the product will not cause any problems.

品牌是我购物时一直注重的一点。因为名牌产品是质量的保证，你在用的时候可以很放心，它不会有任何问题。

亮点词汇

lighten v.减轻

rest assured that 放心

拓展例句

There is a great difference in price between brand and generic stationery,so if we look for cheaper products,we’ll end up saving hundreds of dollars a year.

名牌文具和普通品牌文具的价格悬殊。所以，如果我们寻找更便宜的产品，我们每年可以节省很多钱。

词汇点睛　generic adj.普通的　stationery n.文具　end up doing 以……告终

PART 2　零售体育用品

题目

What is important when retailing sports goods？　零售体育用品时，什么是重要的？

·brands　·品牌

·display　·陈列方式

·...　·……

思路点拨

思路1

论点1：

论点2：产品的陈列方式——陈列方式要有吸引力才能吸引顾客

✧论点3：地理位置——店铺所在位置应该交通便利

思路2

论点1：品牌——出售名牌产品会提高零售店的关注度

论点2：产品的陈列方式——陈列得当能让员工更好地管理产品，提高工作效率

✧论点3：预算——要平衡预算，不能超支

回答范例

范例1　As for retailing sports goods，people need to take the following points into account.

Firstly,the brand is an important factor to consider in that the famous brand will be certainly more popular among consumers and hence generate more sales volume and profits.

Secondly,the display of the products should be attractive in order to attract customers.A terrible display will definitely turn most people off.

Finally,the location of the retail outlet should be convenient.The majority of people won’t travel a long way to buy sports goods.

对于体育用品的零售，大家需要考虑以下几点。

首先，品牌是一个需要考虑的重要因素，因为名牌产品肯定会更受消费者的欢迎，从而创造更多的销量和利润。

其次，产品的陈列方式要具有吸引力，这样才能吸引顾客。糟糕的陈列方式绝对会让大多数人失去兴趣。

最后，零售店的位置应该交通便利。大多数人不会走很远的路去买体育用品。

提问

Q1：What is the best location to open a retail outlet for sports goods？ 在哪里开一家体育用品零售店最好？

A：Downtown is always the best choice，since people usually go shopping in that area.市中心总是最好的选择，因为人们通常在那里购物。

Q2：How to display products in a sports goods retail outlet？ 体育用品零售店的产品应该如何陈列？

A：Categorizing the products is the best way.Customers can have a clear idea of which area they should go in order to purchase the goods they want.对产品进行分类是最好的方法。顾客可以清楚地知道他们应该去哪一区域才能买到想要买的商品。

范例2　When you are retailing sports goods，certain things have to be taken into consideration.

First of all,selling famous brand goods.That’ll help with the visibility of the outlet.

Secondly,the employees of the outlet can have a better control of the products if they are displayed correctly.Then,work efficiency will also be improved.

Finally,you need to keep a balanced budget.Overspending is a big no-no.

当你在零售体育用品时，有几点必须考虑到。

首先，销售名牌商品。这将有助于提高零售店的关注度。

其次，如果产品陈列得当，门店的员工可以更好地管理产品，工作效率也会得到提高。

最后，你需要平衡预算。超支是大忌。

提问

Q1：How can a great display of products help employees work better？ 产品陈列得好可以怎样帮助员工更好地工作？

A：Employees can easily locate products in different categories，so they won’t have problems finding them for the customers.员工能很容易地找到不同类别的产品，这样他们在为客户找产品时也不会有什么困难。

Q2：How to make sure the budget is balanced？ 如何确保预算平衡？

A：Hiring an accountant can make sure that every expense is kept on the accounts.That way，people can see clearly how much and where the money is spent.雇一个会计可以确保每笔开销都被记在账上，这样人们就可以清楚地知道花了多少钱和钱花在哪里了。

亮点词汇

hence adv.因此

sales volume 销量

turn off 使失去兴趣

categorize v.将……分类

visibility n.可见性

no-no n.不可干的事(www.daowen.com)

拓展例句

I always choose sports goods of well-known brands.They have better quality than those of unknown brands.What’s more,I think they can offer better after-sales service.

我总是选择知名品牌的体育用品。它们比那些不知名的品牌的产品质量更好，而且我认为这些品牌的公司可以提供更好的售后服务。

词汇点睛　well-known adj.著名的　unknown adj.未知的　after-sales service 售后服务

PART 3　品牌代言

题目

Brand Endorsements

The electronics company you work for is looking for a star to endorse your new mobile phone brand.You have been asked to make recommendations about that.

Discuss and decide together:

·What are the advantages of having a star endorsement?

·How to choose the endorser?

品牌代言

你工作的电子技术公司正在寻找一位明星来代言你们的新手机品牌。你需要对此提出建议。

一起讨论并决定：

·有明星代言的优势是什么？

·如何选择代言人？

思路点拨

话题1：

话题2：

回答范例

A:What do you think of star endorsements?

B:Personally,I don’t think it’s a bad idea.Why?

A:Our company is looking for a star to endorse our new mobile phone.

B:That sounds cool.I do think that celebrity endorsements can improve ad recall.For example,when people see or hear Charlize Theron in movies like Mad Max:Fury Road or The Old Guard,they associate her voice with Dior.

A:I agree.They definitely can attract a lot of attention.They also can help our advertisement stand out from similar ones.People like watching George Clooney or Natalie Portman more than local dentists and attorneys.

B:Exactly! But we have to think about the way to choose them,right? For instance,we can look at their endorsement history.By doing that,we get a better idea of how they’ll be viewed by our target customers as an endorser.On top of that,it’ll help us figure out whether or not our brand will be well received by their audience.

A:I like that! We also need to make sure their audience is right for us.It’s important to consider whether or not a celebrity’s existing audience overlaps with our target demographic.Since we specialize in mobile phones,someone like Al Pacino or Robert De Niro is not likely to help us connect with the kind of consumers we’re looking for.

B:That’s right.

A：你对明星代言有什么看法？

B：就我个人来说，我认为这不是一个坏主意。你为什么问这个？

A：我们公司正在寻找一位明星来代言我们的新手机。

B：这听起来很酷。我的确认为名人代言可以提高受众对广告的记忆程度。例如，当人们在《疯狂的麦克斯：狂暴之路》或《永生守卫》等电影中看到查理兹·塞隆或听到她的声音时，他们会把她的声音与迪奥联系起来。

A：我同意。他们肯定能吸引很多人的注意。他们还可以帮助我们的广告从其他同类广告中脱颖而出。比起当地的牙医和律师，人们更喜欢看到乔治·克鲁尼和娜塔莉·波特曼。

B：完全正确！但我们必须考虑如何选择他们，对吧？比如，我们可以看看他们的代言史。这样，我们可以更好地了解他们如果作为代言人，我们的目标客户会如何看待他们。除此之外，这种方法还能帮助我们判断我们的品牌是否会受到他们的观众的欢迎。

A：好主意！我们还需要确保他们的观众群适合我们。重要的是要考虑名人的现有观众群是否与我们的目标人群存在重叠。因为我们是卖手机的，所以像阿尔·帕西诺或罗伯特·德尼罗这样的名人不太可能帮助我们与我们所寻找的消费者建立联系。

B：没错。

提问

·Should brand endorsers be changed frequently？ （Why？ /Why not？） 品牌代言人应该经常更换吗？（为什么？/为什么不？）

I don’t think they should be changed.We choose an endorser is to build a strong relationship between us and the audience through that endorser.If we replace that person，we’ll lose that relationship and everything needs to start over again.我认为他们不应该更换。我们选择代言人是为了通过代言人在我们和观众之间建立一种牢固的关系。如果我们换了那个人，我们就会失去这段关系，然后一切都需要重新开始。

·In addition to the endorsement，what other brand strategies are there？ 除了代言，还有什么其他的品牌策略？

Other brand strategies include brand extension and brand cooperation.The former refers to using an established brand name or trademark on new products，so as to increase sales.The latter refers to a company’s partnership with others to create multiple associated brands or a separate joined brand.其他的品牌策略包括品牌延伸和品牌合作。前者是指在新产品上使用已有的品牌名称或商标，以增加销量。后者是指一家公司与其他公司合作创建多个关联品牌或一个单独的加盟品牌。

亮点词汇

endorsement n.（通常为名人在广告中对某一产品的）宣传，代言

celebrity n.名人

stand out 显眼

attorney n.律师

on top of that 除此之外

overlap v.（范围方面）部分重叠

trademark n.商标

商务背景知识扩展

A Brand Strategy

A brand strategy refers to a long-term plan that focuses on the development of a successful brand.The plan is used by businesses to create a particular image among current and potential customers.Once a company has executed a successful brand strategy,customers will associate it with the brand,without being told which company it is.

Large companies such as Coca-Cola benefit from a successful brand strategy.Customers associate it with the company,helping drive purchasing decisions.A successful brand strategy should be well-formulated and executed in all business functions,with the goal of achieving improved financial performance,competitive advantage and customer experience.

When creating a brand strategy,businesses should first set business goals that they hope to achieve by launching the brand.They should also identify the target audience,which will help strengthen the effectiveness of the brand.The target audience should be distinguished by factors such as age,income,geographical location,specific interests,occupations,etc.

The following are the key components of a brand strategy:

(1) Purposes

(2) Consistency

(3) Emotion

(4) Employee Involvement

品牌战略

品牌战略指的是一个长期的计划，重点是发展一个成功的品牌。该计划被企业用来在当前和潜在客户中创造一个特定的形象。一旦一家公司实施了成功的品牌战略，客户就会将这家公司与该品牌联系起来，而不需要知道这家公司是哪家公司。

像可口可乐这样的大公司受益于成功的品牌战略。客户将品牌与公司联系起来会有助于推动购买决策。一个成功的品牌战略应该在所有业务功能上都得到很好的制定和执行，目标是实现财务业绩、竞争优势和客户体验的提升。

企业在制定品牌战略时，首先要设定企业希望通过推出品牌来实现的商业目标。他们还应该确定目标受众，这将有助于提高品牌的有效性。企业应根据年龄、收入、地理位置、具体兴趣、职业等因素来区分目标受众。

以下是品牌战略的关键组成部分：

（1）目的

（2）一致性

（3）情感

（4）员工参与