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1、單擊此處編輯母版標(biāo)題樣式,單擊此處編輯母版文本樣式,第二級(jí),第三級(jí),第四級(jí),第五級(jí),#,單擊此處編輯母版標(biāo)題樣式,單擊此處編輯母版文本樣式,第二級(jí),第三級(jí),第四級(jí),第五級(jí),#,商務(wù)英語閱讀（下）,Business English:A Reading Course,主講：趙冉冉,E-mail:,Questions,What brand is your mobile phone?Three years ago,which brand of mobile phone did you use?,Why do you change your mobilephone from one brand to a

2、nother brand?,What brand of shampoo do you use?and according to what you choose your shampoo brand?,Marketing,Unit 7,P&G,Why does P&G create so many brands,How does it set its series of products,according to what?,What is the marketing?,How to achieve successful marketing?,How to manage your brand s

3、uccessfully?,Customer-centered Brand Management,Topic,The objective of marketing is to,select,serve and satisfy customers,in a profitable manner.Three level which managers think about marketing strategy:,markets,segments,and customers.,Defining the right marketing strategy is an important job of man

4、agers,successful marketing strategies are vital.,Background and Gist,The article points out that most executives today agree that,their efforts should be focused on growing the lifetime value of their customers,but few companies really understand the implications of that idea for their marketing man

5、agement.,The article tells us,an important marketing strategy,that is,brands exist to,serve customers,and the value of a brand depends on the customer.,Case 1:Oldsmobile,Case 2:Parliament&Funkadelic,Case 3:Honda,Case 4:Volkswagen,Customer-centered brand management,返回,Case 1:Oldsmobile,Case 2:Parliam

6、ent&Funkadelic,Overcome your blind spot,Brand value&Customer equity,Branding strategies,Case 3:Honda,Case 4:Volkswagen,Case 1:Oldsmobile,Case 2:Parliament&Funkadelic,Case 1,VS,Parliament,Funkadelic,Case 2,1986,年，美國的中產(chǎn)階級(jí)數(shù)量膨脹，擁有更多可以自由支配收入，消費(fèi)者從,Honda,經(jīng)濟(jì)型車轉(zhuǎn)而購買其他歐洲豪華車。,Honda,總部打造了,Acura,品牌，該車提供了德國豪華車的良好性

7、能和日本車堅(jiān)固耐久的可靠性。,1989,年，,Acura legend,連續(xù)第二年成為美國最暢銷的進(jìn)口車型。,Acura,推出了,276,匹馬力的雙門運(yùn)動(dòng)跑車,NSX,。被視作第一款能夠與法拉利和保時(shí)捷挑戰(zhàn)的日本車。,問世于,2004,年的新,TL,擁有意大利風(fēng)格的設(shè)計(jì)、一個(gè),270,匹馬力的,v6,發(fā)動(dòng)機(jī)并配有,6,速手動(dòng)型的配置可供選擇。這些元素的結(jié)合導(dǎo)致了,Acura,銷量的飆升。,2000,年,Acura,推出了它的第一輛中型,suv,，即在美國設(shè)計(jì)、開發(fā)和制造的,MDX,，這款車在底特律舉行的,2001,北美國際汽車展上被評(píng)為“北美年度車”。,Case 3,Honda,Phaeton

8、,BMW,Mercedes,Case 4,Volkswagen,customer equity is the point,brand value depends on the customer,successful cases,Clinton band,Honda,P&G,failed cases,Oldsmobile,Volkwagen,The relationship between,customer equity and brand equity,Customer-centered brand management,Conclusion Customer equity&Brand val

9、ue,Customer Equity is the point,What,is,customer equity,and,what is,brand equity?,Why is customer equity more important than brand equity?,Conclusion:,Brands come and go but customers must remain.,奧茲品牌,The value of a brand depends on the customer,How do most managers measure brand equity?,What is th

10、e problem with that way of measurement?,Conclusion:,The brand might not be such an asset,the value of a brand is highly individualized,it depends on the customer.(different customer segments),大眾輝騰,Expressions in the introduction:,Buy into,買進(jìn),的股份；出錢獲得成員資格,;,參與,Compatible/incompatible with,Brand equit

11、y,品牌價(jià)值；商標(biāo)資產(chǎn),Wear on(,時(shí)間,),慢慢地流逝；繼續(xù)下去,;,使惱火；使疲倦,Put in charge of,6.Appeal to,呼吁；上訴；要求；對(duì),有吸引力,7.In the same vein,同樣道理,8.Phase out,使逐步淘汰；逐漸停止,9.Shed a tear at,為,落淚；為,感到傷心,/,惋惜,10.Gear to,使適合；把,連到,上,11.Customer equity,客戶資產(chǎn),Examples:,Im not going to,buy into,the view.,Then,is the Eastern ethics entirely,

12、incompatible with,todays high-tech society?,The hours,wore on,and the representatives became more anxious.,Their endless speaking has been,wearing on,my nerves all day.,5,.Henry wrote many short stories,in the same vein,humorous and light-hearted.,6.In Pittsburgh,the G-20,nation,s agreed to,phase,ou

13、t,inefficient fossil fuel subsidies over time.,7.The company,has phased out,the truck manufacturing.,8.We must,gear,the style of our product,to,the needs of customers.,Expressions in Part I,Alternate between,在兩種狀態(tài)中交替變化；時(shí)而,時(shí)而,Vice verse,反過來也一樣,Economy cars,Upscale buyers,Low-to medium-priced cars,Eng

14、ineering prowess,工程設(shè)計(jì)技術(shù),7.By all accounts,據(jù)大家所說,8.Sales projections,銷售預(yù)測,Examples:,He,alternated between,supporting me and opposing me.,His father held a series of blue-collar jobs and,by,all,accounts,was a bitter man.,Expressions in Part 2:,Forward aside,除,以外,In concert,一致；齊聲,In the interest of,To

15、the extent that,達(dá)到,的程度以致；就,來說；在這個(gè)意義上,;,在這樣的范圍內(nèi)；在,方面來說,Resonate with,共鳴,Examples:,Common sense calls upon us to act,in concert,.,The influence may develop,to the extent that,my position be threatened.,People of all religions seem to,resonate,with,his openness.,Expression in Part 3:,Enamored in/of,著迷于

16、,Independent of,Make headway,取得進(jìn)展,Redouble ones efforts,加倍的努力,Examples:,Older Americans were less,enamored,of,change,in,the 2008 election,and senior citizens were the only age group that voted for John McCain.,You are starting to,make headway,with your French!,Part 4:Put Your Brands in Their Place,思考：如何實(shí)施品牌戰(zhàn)略,Questions to think:,What are the seven directives about?,What does the first directive mean?,How to build brands around customer segment?,Why should you make your brands as narrow as possib