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王关富 商务英语阅读 chapter1 the long march


Chapter 1

The Long March
English Readings in International Business

Objectives
-to understand what brand is -to understand the importance of brand in international business -to learn knowledge about Chinese brand in the world -to be familiar with the related vocabulary

English Readings in International Business

Chapter 1

Contents
1 2 3 4 5
Pre-reading Questions

English Readings in International Business

Word Pre-test

Structure Analysis

Reading Exercises

Assignments

Chapter 1

PrePre-reading Questions

What is a brand?
English Readings in International Business

Why is the brand important for a business?

Chapter 1

English Readings in International Business

PrePre-reading Questions

Chapter 1

English Readings in International Business

PrePre-reading Questions

Chapter 1

English Readings in International Business

PrePre-reading Questions

Chapter 1

English Readings in International Business

PrePre-reading Questions

Chapter 1

What is a brand?
The American Marketing Association (AMA) defines a brand "name term, sign, name, design, -a "name, term, sign, symbol or design, or a combination of them -intended to identify the goods and services of one seller or group of sellers -intended to differentiate them from those of other sellers.

English Readings in International Business

Chapter 1

Why is the brand important for a business?

A good brand will :
deliver the message clearly confirms your credibility connects your target prospects emotionally motivates the buyer concretes User Loyalty

English Readings in International Business

Chapter 1

Why is the brand important for a business?

Delivers the message clearly

English Readings in International Business

Chapter 1

Why is the brand important for a business?

Confirms your credibility

English Readings in International Business

Chapter 1

Why is the brand important for a business?

Connects your target prospects emotionally
English Readings in International Business

Chapter 1

Why is the brand important for a business?

Motivates the buyer

English Readings in International Business

Chapter 1

Why is the brand important for a business?

Concretes User Loyalty

English Readings in International Business

Chapter 1

Why is the brand important for a business?

English Readings in International Business

A good brand also brings -profit & revenue -bigger bargaining power -competition -brand extension -customer loyalty

Chapter 1

PreWord Pre-test

English Readings in International Business

Get to know the words/phrases meaning by finishing the exercise on page 16.

Chapter 1

PreWord Pre-test
1. 2. 3. 4. 5. 6. 7. 8. D E A G Q C K P
9. N 10. L 11. I 12. F 13. B 14. H 15. J 16. O 17. M
Chapter 1

English Readings in International Business

Theme
Opportunities and challenges of China brand in the process of going global.

English Readings in International Business

Chapter 1

Structure Analysis

Part I
English Readings in International Business

Paragraph 1 to 6 Paragraph 7 to 16 Paragraph 17 to 23
Chapter 1

Part II

Part III

Structure Analysis
Part I Para 1-6 “Made in China” is no longer a novelty, but opportunities for Chinese brand to go global came. Part II Para Difficulties and challenges Chinese brand is facing in the process of going global.
Chapter 1

English Readings in International Business

Structure Analysis
Part III. Para 17-23 Intentions of foreign enterprises in buying Chinese brands
English Readings in International Business

Chapter 1

Reading Exercise

Page 14, exercise No. 1
English Readings in International Business

Page 14, exercise No. 2 Page 18, exercise No. 5

Chapter 1

Questions
1. Many China-made products were Chinapreviously produced for foreign companies, but now some of them are sold under Chinese brand names. 2. Goods that are competitive both in quality and price; goods that are special; goods that create the romantic foreignness of China. 3. Because the acquisition of Chinese brands will make their entry into the China market easier and faster, and enable them to complement their stable of premium brands in global markets.
Chapter 1

English Readings in International Business

Questions
5. Improvements in both the quality of their products and their management. 6. Increasing corporate revenue;improving corporate and product images at the domestic market; boosting sales in global markets.

English Readings in International Business

Chapter 1

Questions
6.SOEs can use no more than 5% of the total export sales for their brand promotion overseas. This is a terrible restriction on SOEs because overseas promotion requires huge funds that are rather difficult to acquire.

English Readings in International Business

Chapter 1

Questions
7.To illustrate how little Jianlibao has invested in the market in promoting its brand compared with what is actually required and how much its competitors have invested. 8.60% of the imported washing machines market in Japan; 20% for 36-litre to 180-litre 36180refrigerators market in the US.
Chapter 1

English Readings in International Business

Questions
9. Haier’s marketing strategy is different from other Chinese companies operating abroad. It competes on product quality, effective distribution with good networks and sales and service instead of price.

English Readings in International Business

Chapter 1

Questions
In the Chinese Revolution, there was a world-famous long march during worldwhich the Red Army experienced unprecedented difficulties and hardships but finally succeeded in reaching their destination. The title is used here to imply to the reader that Chinese companies will also have to take a long march—a difficult and march— prolonged process with the goal of having their brands recognized in the global market.
Chapter 1

English Readings in International Business

FillFill-in
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. come by stems from in terms of have access to on the threshold of churn out targeted at at a premium on the back of earmarked for 11. 12. 13. 14. 15. 16. to the point where nudged into look to under the wings of be pitched against pales in comparison with 17. competes on 18. played to 19. steer away from
Chapter 1

English Readings in International Business

English Readings in International Business

FillFill-in

1. 2. 3. 4. 5. B C A E D

Chapter 1

Supplementary Exercise
1. How to build a brand?
English Readings in International Business

2. Research on Chinese Private Entrepreneurship (Audio)

Chapter 1

English Readings in International Business

What is a brand?

Chapter 1

English Readings in International Business

What is a brand?

Chapter 1

Assignments
Pre-reading exercise
English Readings in International Business

1. What is “New Economy”? 2. What are the characteristics of the New Economy? 3. Pre-read the text in Chapter 2 and finish exercise No. 1 on page 38.
Chapter 1

Chapter 1

Enjoy your reading ?


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