4.Marketing and product mix--Some of the older brands in our ranking are clearly struggling to remake their marketing and product mix for a more complex world. 5.VW acknowledges its brand value slippage. 6.Outspend--Sony outspends Samsung on traditional advertising in the U.S.on electronics products.Many young brands that scored big gains in value depend on their own interactive Web sites to shout about their brands. 7.Spokesman--Yao is a spokesman for Coca-Cola rival,Pepsi. 8.Feature--A picture featuring Yao and two other Chinese basketball players can be currently found on bottles of the popular soft drink. 9.Legal proceedings--Yao has recently initiated legal proceedings against Coca-Cola for what he claims is an unauthorized use of his image 10.Recall--He is demanding the company recall all products carrying his picture. 11.Publicity deal--Top athletes recently signed a publicity deal with Coca-Cola rivals Pepsi in early May. 12.Publicity agent--Coca-Cola signed a contract with the publicity agent for the Chinese Men's Basketball Team in late March. 13.Personal authorization--China's national law states that a person's image can only be used for advertising purposes if they have given personal authorization. Part B First listening:listen for the gist What is the main idea of this interview on branding? Branding guru Robert Nelson first elaborates branding rules and the importance of sticking to brand promise.Then he illustrates how to build a brand and the content of branding.He also explains the choice between a top-performer affiliate and the brand guidelines.At last,he recommends a site for branding information. Second listening:listen for specific information In this part the teacher has great freedom and flexibility to ask students questions,to clarify any difficult language points,to add in supplementary materials as background knowledge or in-depth understanding of the listening materials. Since Part B is a long interview,the teacher can ask students to listen to it in four separate parts based on the table in the textbook.Stop at each part and leave time for students to fill in the blanks in the table.The key information in the table will make a good summary for the interview.Compare answers. Ask students to answer the following 4 questions.Compare answers.. Train students'ability to take down notes and write out key words in order to answer 44. Marketing and product mix--Some of the older brands in our ranking are clearly struggling to remake their marketing and product mix for a more complex world. 5. VW acknowledges its brand value slippage. 6. Outspend--Sony outspends Samsung on traditional advertising in the U.S. on electronics products. Many young brands that scored big gains in value depend on their own interactive Web sites to shout about their brands. 7. Spokesman--Yao is a spokesman for Coca-Cola rival, Pepsi. 8. Feature--A picture featuring Yao and two other Chinese basketball players can be currently found on bottles of the popular soft drink. 9. Legal proceedings--Yao has recently initiated legal proceedings against Coca-Cola for what he claims is an unauthorized use of his image. 10. Recall--He is demanding the company recall all products carrying his picture. 11. Publicity deal--Top athletes recently signed a publicity deal with Coca-Cola rivals Pepsi in early May. 12. Publicity agent--Coca-Cola signed a contract with the publicity agent for the Chinese Men's Basketball Team in late March. 13. Personal authorization--China's national law states that a person's image can only be used for advertising purposes if they have given personal authorization. Part B First listening: listen for the gist What is the main idea of this interview on branding? Branding guru Robert Nelson first elaborates branding rules and the importance of sticking to brand promise. Then he illustrates how to build a brand and the content of branding. He also explains the choice between a top-performer affiliate and the brand guidelines. At last, he recommends a site for branding information. Second listening: listen for specific information In this part the teacher has great freedom and flexibility to ask students questions, to clarify any difficult language points, to add in supplementary materials as background knowledge or in-depth understanding of the listening materials. Since Part B is a long interview, the teacher can ask students to listen to it in four separate parts based on the table in the textbook. Stop at each part and leave time for students to fill in the blanks in the table. The key information in the table will make a good summary for the interview. Compare answers. Ask students to answer the following 4 questions. Compare answers. . Train students’ ability to take down notes and write out key words in order to answer 4