文档介绍：该【外研社2023Unit 6 新标准商务英语综合教程1教师用书 】是由【1781111****】上传分享，文档一共【12】页，该文档可以免费在线阅读，需要了解更多关于【外研社2023Unit 6 新标准商务英语综合教程1教师用书 】的内容，可以使用淘豆网的站内搜索功能，选择自己适合的文档，以下文字是截取该文章内的部分文字，如需要获得完整电子版，请下载此文档到您的设备，方便您编辑和打印。:..Reading:MoneycanbuyyouloveparativesandsuperlativesListening:Theimportanceofbrands;pricedifferencesinEuropeCareerskills:ConsideringalternativesCultureatwork:Factualorvague?Dilemma::price,,,;peoplemaybewillingtopayhighpricesforproductsthatareperceivedasupmarket(UK)orupscale(USA).Onsomeproductsthemark-upcanbeconsiderable,whereasonotherhigh-volumeproducts,:throughadvertising,orexhibitingattradefairs—orsimplybythewaytheproductispresented().?Whoisinvolvedinthedistributionchannels?Whatistherelationshipbetweenwholesalers,distributors,resellersand/orretailers?,mostbusinesstakesplacepanies:marketinginsuchacontextisindustrialorbusiness-to-(,low-calorie,reliable,cheap)orvaluesandaspirations(,sophisticated,refined)?Chooseoneofthewell-(thefourPs).:..(AmericanExpress)2D(Apple)3E(Energizerbatteries)4B(LOréal)5A(Hershey‘s);(whichisacostthatmustbeincurredbyanewentrantintoamarketthatincumbentsdonothaveorhavenothadtoincur),,amoredesirablelifestyleandanimageofsocialresponsibility.:..1孩子。2在新的全球经济背景下,品牌很大程度上体现了公司价值,并日益成为其最大的利润来源。3近一半的美国大学生选过市场营销课程且“知晓敌人”。4市场营销理论很大程度上还基于宝洁品牌主宰美国的时代,其广告部门制定了这些营销规则。5新的营销方法是要去开发一个品牌,而不是一个产品——是要出售一种生活方式或一种个性,引发人们的情感共鸣。,,Coca-→undeterredby3hasrevvedup→whichhasrevvedup4failsto→failedto5fledge→fledged6introduce→introduced7similar→similarto8due→dueto9Getinto→Gettinginto10ratherto→ratherthan91D2A3D4C5C6A7A8C9B10C101C2B3A4D5AGrammarinuse11A2D3A4B5A21more2than3least4best5most6happiest7generous8equal:..1newest2mostinnovative3clearer4greater5thefunniest6mostamusing7moreskeptical8moreintrusive9thebestListeningListening111distinctive2easytomemorize3easytopronounce4fittheimage5emotionalappeal21C2A3AScripts:Brandstrategyisthedrivingforcebehindabusiness,‘,,itneedstobedistinctive,youknow,ithastostandoutinthecrowd,,itneedstobeeasytomemorize,plicatedimages,,ifpossible,,there‘ingupwithawonderfulconceptifitdoesn‘,,:positioning,packaging,whatever,,Chanel‘s?No5‘-,petitionthat‘soutthere—thethousandsofeontothemarketsinceitslaunchandthereitstillis—rightatthetop!Aperfumenamed?No5‘!Notveryinspiring,youmightthink,‘,‘:..1D2A3A31differenttaxrates2nationaltastes3aluxury4marketstructure5twiceaslargeScripts:So,howdifferentarepricesinEurope?Well,%,apacketofNurofenheadachepillsis70%,thatis,emoresimilar,‘‘sfirstthreeyears,anannualsurveybyDresdnerKleinwortWasserstein(DKW)‘ssurveycoversthesixbiggesteuro-areacountries,andusesbrandedgoodswherepossible,toallowlike-for-,10%lessthaninParis—,,forexample,cost56%%—43%-,suchasironsandtelevisions,areeasilyshippedacrossborders,—notsomuchbecauseconsumersshopacrossborders,?Well,,thedifferenttaxrates,,nationaltastes—forexample,bottledwater,isstillseenasabasicgoodinsomecountries,butaluxuryinothers—andfinally,-Europeanwholesalersorretailers,suchasAmerica‘sWal-,aneconomistatDKW,‘,thankstotheriseintheeuro,pricesinLondonarenolongerhigheronaveragethanintheeuroarea—in2000Londonwasalmost20%moreexpensivethantheeuro-,buttheircountryischeaperbyfarthecheapestfor:..!,simplelanguageisnotenough;(,abit,much,alot).()?1AskSstolookatthetableofquantifiersandsuggestothersthatcouldbeadded(.).,,:onlyjust,quite,rather,reasonablyMajordifference:significantly,way,alot,byfarScripts:1IthinkI‘lloptforthisone;afterall,it‘,‘tthinkweshouldofferthiscandidatethejob,she‘‘tsellquiteaswellaswe‘‘‘sidea,ifyoudon‘‘velookedatallthenewsampledesignsandthey‘‘,superlativesandquantifiers(—butnowaXXXismuchmorereliablethanaYYY).?:..AskSstoreadtheinformationanddiscussthequestionsinsmallgroups/::;Its26abitlate;It’:::Don‘’tmakethethefactsexactly::AscentofriskTask1Asalead-in,?(thefourPs).‘sideasdotheythinkarethebest?Why?WriteitupAskSstowriteasummaryofthegroup‘sstrategy(basedontheirdiscussion)(Writingfocus:Actionplan/minutes)belowasSsplantheirwriting.:..1Firstbeclearabouttheperspectiveyouarewritingfrom.(consultantstoBellissima.)2Everytimeyoustarttowrite,youneedtoaskyourselftwoquestions:aWhatisthepurposeofthispieceofwriting?bWhoamIwritingto?(.):SubjectanddateofmeetingListofparticipantsSummaryofchairpersonsintroductionSummaryofdiscussionActionpointsDateandtimeofnextmeetingWhichpartsarerelevantforthistask?(,:?Whowaspresentatthediscussion?Whenwasit??Whatwerethekeyissuesdiscussed??Whatweretheactionsagreed?)4Whatstyleshouldtheactionplanbewrittenin?(AsitsaysintheStyleguide,minutesshouldbeshort,clear,,whatisneededhereisalessformalsummaryofthestrategy,