【正文】 nt of capital and people due to terrorism and a more divided West. But the biggest losers will be not the relatively rich members of the GB countries but rather the nations that want to extricate the mass of their populations from extreme poverty and disease. Exercise: Do you agree with the above description? Work in groups and analyze the above paragraph. Go to related websites or for necessary information and pool your ideas together. Be ready to ment on your findings. 案例分析之三 Consumer Behavior Topic A mon goal shared by all brands of products is to attract as many customers as possible. If producers can make their products “musts” to customers, they will ultimately have nothing to worry about. What they never dream of is that one day customers can get so empowered as to have their say in production. Background and Gist For decades, panies relied on push marketing to sell their products and service. Then in the 1990s the emphasis shifted to relationship marketing as “customer care” and slogans like “delight your customers” because the mantra of many marketers. But those tactics have been losing their effectiveness—thanks to digital technology like the Inter, the power of customers to make product selections that are best for their needs continues to grow. Today’s increasingly educated consumers expect panies to do more than just delight them. 16 In response, innovative panies are trying a different approach： They are providing customers with open, honest, and plete information—and then finding the best products for them. The strategy is： If a pany advocates for its customers, they will reciprocate with their trust, loyalty and purchases—either now or in the future. And when people trust a pany, they will often tell others about it, thereby reducing the pany’s costs for acquiring new customers. Ⅰ . Individual Work： Read and Think 1. Scan the case on the provided material and try to get some ideas about the following questions. a. Summarize the main ideas in “Cult Brands”. b. What changes do the empowered customers bring to the marketing wisdom of modern brands? c. List the measures adopted by brands to connect with their customers. d. What lessons can we learn from the Walt Disney and AOL instances? e. Define “cult brands”. 2. Scan the text again and write down 1520 key terms related to consumer behavior. Ⅱ . Team Work: Analyze and Discuss 1. Read the text and pick out some key phrases related to consumer behavior. 2. Produce an outline of the text by referring to the key phrases. 3. Pick out all the words, phrases or sentences that you don’t understand and discuss them with your teammates. Elect a team leader to report your understandings of the difficult language items to the whole class. Ⅲ . Application practice Choose a pany online and find about its marketing strategies. Please decide whether these strategies are good or not and give reasons or suggestions. 案例分析之四 Competition vs. Corporation Topic It’s generally agreed that Ramp。G culture 3. The importance of the CEO in a pany Ⅲ . Application practice Read the article Make a survey of a pany where remarkable changes have taken place because of Replacement of its CEO. 案例分析之二 People and Market: Population and Economy Topic This case deals with global inequality. Many factors may lead to global inequality and economists may adopt different research methodologies to search for the answers. Background and Gist As a result of the movement toward an integrated world economy, global ine 14 grew at its fastest rate in the recorded history. World population more than doubled from 1950 to the end of the 20th century. Yet real per capita ine grew, on average, by only about 2% per year around the world. Not all poor nations had much growth over this 50year period。G to make acquisitions? i. How did Lafley make use of symbolic gestures? j. Did Lafley follow any of his predecessor’s policies? 2. Scan the text again and write down 1520 key terms related to Pamp。G unlike a modern pany? g. In what way is Pamp。G set up? e. What danger was Pamp。G from Jager’s fiasco to his triumph. Half of the new product ideas e from outside and the workers are told to focus on what they can do well. Brands lead in all the business. Price policies are adapted where there’s opportunity. More credits should go to Lafley himself. What matters more seems to be his personality. He is known as a good listener. Paper logjams are reduced to slogans. Unlike his predecessor, who fought against Pamp。G during the two years when Lafley has been in charge. The writer tries to offer a personal account for Lafley’s success by paring him and his predecessor and by digging his personal style and Pamp。 案例分析之一 Company and Corporate Missions Topic This given material concerns itself with personnel changes and balance of power at high level of corporate management. Background and Gist Durk l. Jager resigned in June,2020,and . Lafley took over as Pamp。面試問題及公司詳情等由小組成員自行商定決定。 2. 小組內(nèi)成員各自 準(zhǔn)備一份英文簡歷并互相傳看檢查提意見，最終綜合各方意見形成打印版簡歷。 。并搜集面試官可能提的問題并在小組討論怎樣回答這些問題。 要求語言簡潔有條理，語速適中，聲音清晰洪亮，發(fā)音較準(zhǔn)確，表情動作合宜不夸張。 二、實訓(xùn)項目和操作步驟 （一）、 范例演示 1. 由 老師演示幾種不同的英文簡 歷 范例，分小組就 范例與中文簡歷進(jìn)行對比 ； 2. 英語面試視頻、文字范例演示。 3）聲音洪亮清晰，英 語發(fā)音較準(zhǔn)，語調(diào)適當(dāng)，重點突出，停頓自然； 11 4）儀態(tài)自然大方，舉止端莊； 5）合理運用公共演講 技巧，注意把握觀眾聽眾特點，在