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单击此处编辑母版标题样式,编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,Quotation,Truly great brands are more than just labels for products.,Sir Anthony Joseph Francis OReilly is an Irish businessman and former international rugby union player. He is known as former CEO and Chairman of the H.J. Heinz Company. Perhaps Irelands first billionaire, he remains one of Irelands richest citizens. He is popularly known within Ireland as Tony OReilly.,A,List some of your favorite brands & answer these questions.,1. Are they international or national brands?,2. What image and qualities does each one have?,3. Why do people buy brands?,4. Why do you think some people dislike brands?,5. How loyal are you to the brands you have chosen?,value for money luxurious timeless well-made,top of the range durable inexpensive cool,reliable stylish fashionable well-designed,B,A recent survey named the brands below as the worlds top ten. Which do you think is number one? Rank the others in order.,1,2,3,5,6,7,Check your answer on page 144. Are you surprised?,4,10,9,8,C,Listen to two speakers talking about brands. What reasons does each person give for liking or disliking brands?,Speaker 1: pro brands,Speaker 2: anti brands,Branded products are of good quality and reliable; stylish and have a good design. People buy branded products because they want to show others they have style and good taste.,People buy branded products and its so boring. The prices of branded products are inflated. The logo, name and packaging are not worth the money. You cant always buy the genuine products.,A,Match these word partnerships to their meanings.,1 loyalty,2 image,3 stretching,4 awareness,5 name,the name given to a product by the company that makes it,using an existing name on another type of product,the ideas and beliefs people have about a brand,the tendency to always buy a particular brand,how familiar people are with a brand,BRAND,6 launch,7 lifecycle,8 range,9 placement,10 endorsement,f) the set of products made by a company,g) the use of a well-known person to advertise products,h) when products are used in films or TV programs,i) the introduction of a product to the market,j) the length of time people continue to buy a product,PRODUCT,B,Complete these sentences with word partnerships from Exercise A.,BRAND,1 The creation of Virgin Cola, Virgin Air, Virgin Rail,and Virgin Bride is an example of _.,2 Consumers who always buy Levis when they need,a new pair of jeans are showing _.,3 Not enough people recognize our logo; we need to,spend a lot more on raising _.,brand stretching,PRODUCT,1 David Beckham advertising Vodafone is an example of _.,2 A _ consists of introduction, growth, maturity and decline.,3 The use of BMW cars and Nokia phones in James bond films are examples of _.,brand loyalty,brand awareness,product endorsement,product lifecycle,product placement,A,Sandra Greaves is a consultant at Wolff-Olins, a leading international brand consultancy based in London. She talks about why we need brands. Listen and complete these extracts.,Brands are all about _.,You know what a brand is _, what it _, what its going to _.,You actually trust it to _ _ _ _ again.,One thing about brands is they add a lot of _ and _ and _, as well as giving you the power to _ things.,trust,about,means,deliver,deliver,time,time,and,color,enjoyment,fun,choose,B,Listen to the second part of the interview and tick the points below which Sandra makes.,People are very loyal to successful brands.,Even successful brands are seen as just a product or a service.,Apple was popular because it wasnt a big corporation.,Apple customers felt that the Mac was an easy product to use.,C,Listen to the example Sandra gives of how Wolff-Olins helped a company with its branding and aswer these questions.,What was the company?,What is its business sector?,What advice did they receive?,Orange,Mobile phones,Not to call the service Microtel, but to create something completely new, based on the idea of optimism.,A,Why do some companies make luxury products abroad rather than at home?,B,Read the article and answer these questions.,1 Which brands are mentioned? Which country is each,of them from?,Coach USA, Burberry UK, Gucci Italy, Prada - Italy,2 Which companies make all of their products in their,own country?,Gucci: Serge Weinberg of PPR says it will not move Guccis production offshore. (line 52),C,Which of the following statements are true?,Coach on longer has factory in Puerto Rico.,Coach, like many other companies, is outsourcing its products to reduce costs.,Some Japanese people choose to buy Burberry products made in Europe rather than in Japan.,Sanyos store in Tokyo sells Burberry products made only in Asia.,According to Domenico De Sole, the best luxury products are made in Japan.,Gucci is planning to outsource some of its products.,Patrizio Bertelli believes that luxury fashion products should always be made in Europe.,Amitava Chattopadhyay says that companies need to pay careful attention to where they manufacture their products.,true,true,true,false,false,false,false,true,D,Choose the best summary of the article.,Most manufacturers of luxury brands do not wish to produce their goods in low-cost countries because they believe that it will damage their brand image.,Most manufacturers of top brands now produce their goods in low-cost countries. Consumers no longer care about where the products are manufactured.,Asian consumers think that European luxury goods are of high quality. The current trend of making such goods in Asia could damage the reputation of these luxury brands.,The present simple and the present continuous have several uses,.,We use the present simple to give factual information, for example about company activities.,Many luxury brands,make,their products in low-cost markets abroad rather than at home.,Burberry,has,many Asian licensing arrangements.,Coach, the US leather goods maker,outsources,all its products to lower the costs.,We use the present simple to talk about routine activities or habits.,Mr. Henson always,arrives,at the office at 8:30.,They usually,go,out on Sundays.,I sometimes,go,exercising in the fitness center after work.,We use the present continuous to talk about ongoing situations and projects.,Many European fashion labels,are,either already,manufacturing,in Asia or,thinking,about it.,Coach, like many other companies,is outsourcing,its products to reduce costs.,Scientists,are trying,to work out new ways to protect the environment.,We use the present continuous to talk about temporary situations.,I am teaching an adult class this weekend.,She is working in McDonald during the summer holiday.,He is living with his uncle now.,The factory is working round the clock to meet the rising demand.,A,Which of the time expressions are usually used with the present simple? Which are often used with the present continuous? Which are used with both?,usually this year every day,now often nowadays,once a month currently,at the moment these days,(PS),(PC),(PS),(PC),(PS),(PC),(PS),(PC & PS),(PC & PS),(PC & PS),B,Complete the sentences with the present simple or the present continuous forms of the verbs in brackets.,1 a) This year we _ (try) to develop a brand with,personality.,b) We usually _ (develop) brands that say something.,2 a) Powerful brand names _ (create) strong consumer,loyalty.,b) At the moment we _ (look) for a new brand,name that suggests something about the products benefits,and qualities.,3 a) LOreal _ (sell) cosmetics and toiletries to consumers,around the world.,b) This year LOreal _ (invest) over 180m in R &,D.,4 a) The marketing department always _ (keep) within,its budget.,b) Because the company made a loss last year, the marketing,department _ (try) to reduce costs.,are trying,develop,create,are looking,sells,is investing,keeps,is trying,C,Complete the text below with the present simple or the present continuous forms of the verbs in brackets.,At the moment I _ (work) for a cosmetics company. We offer a full range of cosmetic products and _ (sell) cosmetics and toiletries around the world. Our main cosmetics brand _ (dominate) the French market and it _ (do) well in the rest of Europe at the moment, too. In fact, the brand _ (become) more and more popular throughout the world and our market share _ (grow) every day.,We usually _ (develop) and _ (extend) products under our existing brand name. The brand is distinctive and _ (stand) out from the competition. However, this year we _ (create) a completely new brand of cosmetics.,am working,sell,dominates,is doing,is becoming,is growing,develop,extend,stands,are creating,Case 1,Harley Davidson,Harley-Davidson Inc is an American motorcycle manufacturer and was one of the two major American motorcycle manufacturers to survive the Great Depression. The company sells heavyweight motorcycles designed for cruising on highways. Harley-Davidson motorcycles have a distinctive design and reflect the styles of classic Harley designs.,Marlon Brando,Elton John,The Rolling Stones,Questions,1 What is the brand image of Harley Davidson?,2 Why were many people unhappy about the music at,the party?,3 What problem could Harley Davidson have in the,future?,4 What can Harley Davidson do to preserve its sales?,Should it change its brand image? Should it look for,new market segments? Should it stretch its brand?,It is based on the spirit of wild and rebellious youth such as Marlon Brando in the film ,The Wild One,.,Because the performer was Elton John, not the Rolling Stones.,Their customers will be getting older, and their market shrinking.,They could try to appeal to younger customers, but this may put off existing and potential older ones.,Case 2,JCB, also called J. C. Bamford, a British manufacturer of heavy industrial and agricultural vehicles; hence JCB can also mean a backhoe digger/excavator in Britain and Europe.,JCB,Questions,Where does the name JCB come from?,What was surprising about JCBs customer research?,What sort of products do you think JCB developed as a result of its research?,Can you think of a similar example of brand-stretching in your country?,It comes from the name of its founder.,Adults and children had very different images of the,company. Adults saw the brand as being very British,with an image of quality and being functional. Children,on the other hand, saw the brand as big, muddy and,fun.,A,Listen to the conversation and answer the questions.,1 Why do the marketing executives at Marvel Plc want to,license their Luc Fontaine product range?,Because they want to increase their revenue.,2 What advantages does Susan Li offer to Marvel?,Shes well-known in Asia and has an excellent reputation in the industry. Shes got a modern factory and a large customer base, and is good at marketing and hard-working.,3 According to Barbara, what is the disadvantage of,offering a license to Susan Li?,All her products sell at the lower end of the market. Theyre in the cheaper price ranges. But the Luc Fontaine range is exclusive so it is not a good match for what shes selling.,4 What suggestions does Barbara make to her colleagues?,She suggests they contact Hiroshi Takahashi in Nagoya. He has a health-care company that is doing really well. He makes various skin products and sells them under well-known European labels.,B,Marcia Alain, how . about this? Is she the,right person for us?,Alain Definitely. In my opinion, shes ideal.,Marcia Right. Valerie, what .?,Valerie I . because shes very good at marketing.,Ive met her several times.,Marcia Barbara, youre shaking your head. .,.?,Barbara Im . agree. I dont think shes,suitable at all.,Marcia So what do you suggest then?,Barbara . find someone else. I do,have someone in mind.,Barbara In my opinion, his company has a lot to offer. ., meet him and see if hes interested?,Listen again and complete the extracts.,do you feel,do you think,agree,Whats your,opinion,afraid I cant,I think we should,Why,dont we,C,Which of the phrases in Exercise B are:,1 asking for opinions? 3 agreeing or disagreeing?,2 giving opinions? 4 making suggestions?,D,Role play this situation.,Jonson, a large department store in Chicago, USA, is losing money. Its main product areas are food, clothing and household furniture. Seventy percent of its revenue comes from clothing, twenty-two percent from food and eight percent from furniture. Three directors of the company meet to discuss the companys problems and how to solve them.,Student A: turn to page 141,Student B: turn to page 147,Student C: turn to page 149,1, 2, 4,3,3, 5,6, 7,CASE STUDY,Caferoma,Background,Company,Product,Brand,Image,Features,Price,Headquarters,Pan European Food & Drink Company,Coffee,Caferoma,Exclusive, Italian-style, ground coffee for gourmets,Strong flavor, slightly bitter taste,High,Turin, Italy,CASE STUDY,Caferoma,Problems,Problem,Reasons,Its share of the European quality ground coffee market has declined by almost 25%.,Brand loyalty:,People prefer lower-priced coffee products.,Price:,Similar products are offered at much lower prices.,Copycat products:,Other brands of Italian-style ground,coffee are 30 40% cheaper.,Brand image:,Caferoma is out of date.,Too expensive & out of date,CASE STUDY,Caferoma,Possible solutions,Repositioning the product,Pricing,Advertising,Multiple brands,Own-label products,New products,Brand stretching,Change the target market,lower the price by 20 30%,Launch a new advertising campaign,Sell Caferoma under different brand names at,lower prices,Sell Caferoma under supermarkets own labels,Make instant or decaf coffee products under,Caferoma brand,Allow coffee equipment manufacturers to use the,brand on their products,CASE STUDY,Caferoma,Claudia, Caferomas Marketing Manager, has some recent news from one of Caferomas biggest customers, Majestic Hotels, a major European hotel chain. She discusses the news with Caferomas Sales Director, Pietro. Listen to their,conversation. How does this new information affect your decisions?,CASE STUDY,Caferoma,Task,You are members of PEFDs European marketing,team. Hold an informal meeting to discuss,Caferomas problems. Decide what actions are,necessary to stop the decline in the products,market share and to increase profits.,Thank you!,1 How often do you travel by air, rail, road and sea?,2 What do you enjoy about traveling? What dont you,enjoy?,3 Put the following in order of importance to you,when you travel.,4 Does the order change for different types of travel?,A,Answer these questions individually. Then compare your answers with a partner.,comfort safety price reliability speed,B,Choose the correct word from the box to complete the following list of things which irritate people when flying.,seats trolleys queues luggage,room cancellations food jet,1 not enough leg . available,2 lost or delayed .,3 long . at check-in,4 poor quality . and drink,5 no baggage .,6 overbooking of .,7 flight delays and .,8 .- lag,room,luggage,queues,food,trolleys,seats,cancellations,jet,Which of these irritate you most?,Match the words and phrases below which have the same meaning. For each pair decide which is British English and which is American English.,A,1 subway a) motorway,2 city centre b) lift,3 carry-on baggage c) public toilet,4 one way d) schedule,5 return e) economy class,6 freeway f ) single,7 rest room g) parking lot,8 elevator h) underground,9 coach class i) hand luggage,10 timetable j) round trip,11 car park k) downtown,B,Work in pairs. Use words or phrases in American English from Exercise A to complete the text below.,My last overseas business trip was a nightmare from start to finish. First of all there was a delay on the way to the airport as there was an accident on the _. When I got there I found the lower level of the airport _ was flooded. Next my _ was too big and heavy so I had to check it in.,When we arrived the _ was closed and there were no cabs at all. After a long time trying to read the _ and waiting for forty minutes, we finally,got a bus _ and found the hotel, but the _ wasnt working and our rooms were on the fifth floor.,freeway,parking lot,carry-on luggage,subway,schedule,downtown,elevator,A,Stephanie Taylor is a businesswoman who travels regularly as part of her job. Listen to the first part of the interview and choose the three priorities she mentions from the list below., Good organization Easy booking, Regular transport Being patient, Balancing cost with Airline food,comfort,B,Why does Stephanie think it is still important for businesspeople to travel regularly?,its particularly important to establish good face-to-face relations with colleagues or with customers.,C,Listen to the second part of the interview and list the best and worst travel experiences that Stephanie describes.,Best:,great hotel with beautiful towels and beautiful bathrooms and nice soft bed, and good sports facilities.,the Virgin lounge, I think. Thats a good experience with all the high tech things. I like that.,Worst:,things out of your control such as bad,accommodation and delayed or cancelled flights.,E,Listen to what Stephanie says about future business travel and complete her prediction below.,Perhaps, particularly in the area of ., I think hotels will need to improve . in general. There are some very good hotels already, but I think more hotels will provide for business people perhaps some . facilities for ,accommodation,their standards,facilities,specific,businesswomen,A,Answer these questions before you read the article.,What was your worst experience when traveling by air?,Why do some people get angry when they are traveling on a plane?,B,Now read the article. Which of these statements are true about the article? Correct the false ones.,1 People in groups are more likely to behave badly,on planes.,2 Drink is often the cause of problems on board.,3 Airlines can do little to improve air quality.,4 Travelers are using new technology to express,their dissatisfaction with airlines.,5 Airlines have taken no action to address travelers,concerns.,false,true,false,true,false,C,Which of the following reasons are given for air rage in the article?,1 poor service,2 flights not leaving on time,3 poor quality of food,4 too many passengers on a plane,5 not feeling safe,6 people drinking alcohol,7 poor air quality,8 noisy passengers,9 not being able
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