学术英语(管理)_Unit+7.pptVIP

* 项目符号：原点的下一级用横线，上色。 Formal English paraphrase the following sentences in your own language. Why do Nike shoes sell for a 70% premium over generic athletic shoes? Branded products, services, and companies are worth more and carry more respect than nonbranded ones. Text A Language building-up key Why are Nike shoes 70% more expensive than generic athletic shoes? Branded products, services, and companies are worth more and respected more than nonbranded ones. Text A Language building-up Text A When an audience engages your brand in person, through the media, or in other ways, it is called a “brand experience.” A few years ago, when our marketing communications firm gained a midsize, statewide consumer bank as a client, they informed us that their previous agency had completed a branding program for them. Language building-up Key When an audience gets in touch with your brand in person, through the media, or in other ways, it is called a brand experience. A few years ago, when our marketing communications firm won a midsize, statewide consumer bank as a client , they told us that their previous agency had completed a branding program for them. Text A Language building-up Additional Activity video: Disgusting employees at Dominos Dominos is the second largest pizza chain in the US It takes just one incongruent or unpleasant experience to weaken or even unravel an organization’s image or brand. In April 2009, two employees at a Dominos Pizza store in North Carolina posted a YouTube video of themselves handling food inappropriately The video got over one million hits within days; references to it were in five of the 12 results on the first page of Google search for “Dominos,” Dominos President Patrick Doyle immediately responded with a YouTube statement. The two employees were identified, arrested and fired. Additional Activity Which of the following actions youre likely to take in the following three months? (Media Curves website survey on April 16, 2009)