《商務英語》教學課件-Module9

Module

99.1

Branding12Reading:

What’s

that

smell?Speaking:

Discussing

branding3

Grammar:

Relative

clausesReading:

Chinese

luxury

obsession4v

Brand

vt.塑造品牌v

Aroma

n.香味v

fragrance

n.芳香，花香v

odour

n.氣味

smellyodorv

waffle-cone圓錐形華夫卷筒v

paperstrip小紙條v

brandidentity品牌識別特征v

marketingtool營銷工具v

logo

n.標識(用于文具、包裝等上做廣告的符號、設計或字母)v

slogan

n.廣告語，口號v

jingle

n.(簡明易記的)廣告歌v

vanilla

n.香草

云尼娜v

mandarin

n.柑橘,普通話v

whiff

n.(風、空氣、氣味、煙霧等)一陣，一吹

awhiffofv

chocolatechipcookies巧克力碎餅v

custom

adj.定制的

custommobilephonev

typically

adv.典型地，一般地v

quadruple

vi.成為四倍

double

triplev

liquidaroma芳香劑v

marketer

n.商家，專營特定商品的公司v

cartridge

n.芯式容器，套筒

inkcartridge墨盒v

dial

n.調節(jié)控制器

dialanumberv

refill

n.重新裝滿，重新注滿;替換裝，替換筆芯，置換物with…v

out-of-the-way偏僻的，不為人所知的

mainstreamv

lavender

n.薰衣草v

billboard

n.廣告牌v

jumble

vt.打亂，使混亂

mess…upv

controllingshare占主要股份v

stake

n.(商業(yè)、財產、思想上的)股份，利害關系，經濟利益v

subsidiary

n.子公司

parentcompany母公司v

incidentally

adv.偶然地，順便提一句v

multinational

n.跨國公司

internationalcompanyv

euro

n.歐元

Europe歐洲v

biggestseller賣得最多的產品

bestsellerv

in-tray(辦公室存放待處理的來函及來文等的)收文籃v

luxurybrand高檔品牌，奢侈品v

topbrand頂級品牌v

boutique

n.專賣店

outlet門店,直營店

factorystorev

something

n.具有某種特點的人(或物)，重要的人或事v

somebody重要的人v

collections

n.收藏品，收集的東西

collect收集v

refit

n.重修，改裝

fitinv

fashion時裝；時髦的v

DoubletreeHotels兩棵樹連鎖酒店(美國國際酒店集團)v

WestinHotelsandResorts威斯汀酒店及度假村(美國國際酒店集團)v

LGElectronics

LG電子產品公司(韓國電子、電器制造商)v

LouisVuitton路易威登公司(法國著名時尚產品制造商)v

Gucci古奇皮草飾品公司(意大利著名服裝、化妝品和時尚產品制造商)v

Burberry巴寶莉公司(英國服裝公司，1856年創(chuàng)建，專門制作風雨衣)Reading:

W1.Whatisyour?

coffee??

soap??

clothes?Tell

yourpartnerandexplainwhyyoubrand.Isyourchoiceproductorservic2.Readthefollowingarticleandwriteinthecorrectletter,

A-G,forthemissingphrases.What’s

that

smell?聞香而動DavidVan

Eppsopenshisbriefcaseandtouchesseveralofthe72bottlesinside.‘Here’soneyou’lllike,’

hesays,takingthetopoff

one.Hedipsapaperstripinsideandwavesitunderhisnose,breathingindeeply.

Itsmellofsugarandbutterlikethe‘sugarcookies’

(1)___B__.Italsomakeshimthinkofmoney:sugarcookiesisonlyoneof1,480fragrancessoldbyVan

Epps’

companyScentAir

Technologiesandusedtoimprovebrandidentity.Fragranceisasmuchamarketingtoolthesedaysasalogo,asloganorajingle.Sonyputsitscustomers‘inthemood’

forbuyinginitsstoreswiththesmellofvanillaandmandarin.

AtsomeDoubletreeHotelsguests(2)__G___.

AndProctorandGamblehasexperimentedwithScentAirscentstoattractshopperstodisplaysinstores,saysVan

Epps.‘What’sbetterthanhavingabrandpeoplewanttousebecauseoffragrance?’A.

where

the

odour

of

waffle-cones

were

released

into

the

air

to

encourage

visitors

toan

out-of-the-way

ice

cream

shop

(attributive

clause,

to

modify

nouns)B.

that

his

grandmother

used

to

makeC.

which

typically

includes

more

than

six

smellsD.

whose

recently-introduced

cell

phone

keypad

was

lavender-scentedE.

when

it

began

twelve

years

agoF.

why

so

many

companies

are

now

associating

brands

with

a

scentG.

who

walk

around

reception

will

get

a

whiff

of

a

chocolate

chip

cookieScentAirfirststartedputtingthatattitudeintobottles(3)____E_______.ScentAirwillchargeasmuchas$25,000tocreateacustomblend,(4)__C____.

Thisyearturnover營業(yè)額

hasquadrupledasmoremarketersusescentstodistinguishtheirbrands.Onceaclientselectsascent,ScentAirputstheliquidaroma香味

inacartridge套筒thatfitsinsideadevicewithafanwhichpushesthesmellintotheair.

You

controlthestrengthwithadial.Monthlyrefillsare$100perdevice.Somecompanieswanttomakeshopperswaitaroundlongerinthehopetheywillspotsomethingtobuy.

ItseemstohaveworkedattheHardRockHotelinOrlando,(5)____A____.Salesjumped45%inthefirstsixmonthsafteraScentAirdevicewasinstalled.WestinHotelsandResortscontactedScentAirforawhiteteafragrancetoputinits127properties.

Addedtothis,thehotelshavejuststartedsellingwhitetea-scenteditems,including$36candles.A.

where

the

odour

of

waffle-cones

were

released

into

the

air

to

encourage

visitors

toan

out-of-the-way

ice

cream

shopB.

that

his

grandmother

used

to

makeC.

which

typically

includes

more

than

six

smellsD.

whose

recently-introduced

cell

phone

keypad

was

lavender-scentedE.

when

it

began

twelve

years

agoF.

why

so

many

companies

are

now

associating

brands

with

a

scentG.

who

walk

around

reception

will

get

a

whiff

of

a

chocolate

chip

cookieAlanHirschoftheSmelland

Taste

Treatment

andResearchFoundationinChicagoexplainsthereason(6)___F________.‘Smellhasagreaterimpactonpurchasingthaneverythingelsecombined.Ifsomethingsmellsgood,theproductisperceivedasgood.’

There’sLGElectronics(7)____D_____,orthecherrysmellfrombillboardsadvertisinganewshampoofromL’Oreal.

AllweneednowisaPCthatcanpickuparomasfromwebsites.A在那里，錐形華夫卷筒的香氣彌漫在空氣中，使游客的腳步不由自主地走向一家地點偏僻的冰激凌店B祖母過去常做的C一般一套組合中含有6種以上的香味D它最近推出的手機鍵盤散發(fā)出薰衣草香味E12年前創(chuàng)辦之際F為什么現(xiàn)在有如此多的公司熱衷于將品牌與某種香氣聯(lián)系G走在前臺四周的人會聞到芬芳空氣公司生產的巧克力碎餅香味Answers1B

2G

3E

4C

5

A

6F

7Dv

ScentAirTechnologies芬芳空氣技術公司v

范艾普打開手提箱，72個玻璃瓶赫然出現(xiàn)在眼前。他輕輕地撫摸著它們，邊說v

邊打開了其中一個瓶蓋:“這個你一定喜歡?！彼岩粡埿〖垪l探入玻璃瓶內，然后v

拿出來放到鼻子下面輕輕晃動，深深地嗅了一下。是帶有黃油味道的香甜氣息，這v

個氣味讓他想起祖母過去常做的“甜餅”，還讓他想到隨此香氣而來的滾滾財源。v

范艾普領軍的芬芳空氣技術公司銷售的香氛產品多達1,480種，“甜餅”只是其中v

一種。這些香氣在提升品牌識別特征方面正發(fā)揮著作用。v如今，香味同商品的標識以及廣告歌和廣告語一樣，也是一種營銷工具。索尼v

公司設法在自己的專賣店里使用了芬芳空氣公司生產的香草—柑橘味，為顧客營v

造一種消費的“氛圍”;而在一些兩棵樹酒店，客人們走在前臺四周，會聞到芬芳v

空氣公司生產的巧克力碎餅香味;寶潔公司也曾嘗試使用芬芳空氣公司提供的香v

氛，以便把顧客吸引到產品陳列處?！斑€有什么比用香味增加品牌吸引力更為巧妙v

的方法呢?”范艾普說。v芬芳空氣公司從12年前創(chuàng)辦之際，一開始就把這一理念置入芳香瓶中。公司按v

客戶要求調配的香氛組合售價高達2.5萬美元，一般一套組合中含有6種以上的香v

味。隨著越來越多的商家紛紛采用香味來突出其品牌形象，今年公司的營業(yè)額開始v

大幅攀升，達到原來的4倍。v客戶選擇某種香氣類別之后，芬芳空氣公司便把該芳香劑放進芯式容器，置入v

一個內有風扇的芳香器，靠風扇把香味送入空氣中，香氣散發(fā)的強度大小靠調節(jié)控v

制器來調節(jié)。每月重新續(xù)滿的價格為每個芳香器100美元。v一些公司想用香氣讓顧客在店里逗留長久一些，希望他們能在流連張望中看中v

某件商品購買下來。這種作法在奧蘭多的硬石酒店似乎還真起作用。在那里，錐形v

華夫冰淇淋卷筒的香氣彌漫在空氣中，使游客的腳步不由自主地走向一家地點偏僻v

的冰激凌店。自從安裝了空氣芳香器后，這家店前6個月的銷售額猛增了45%。威v

斯汀酒店及度假村向芬芳空氣公司訂購了白茶香氣，用于其127個酒店場所。除此v

之外，這些酒店開始出售散發(fā)白茶香氣的小商品，包括售價達36美元的蠟燭。v針對為什么現(xiàn)在有如此多的公司熱衷于將品牌與某種香氣聯(lián)系，美國芝加哥v

“氣味和口味治療研究基金會”的艾倫·赫斯做出如下解釋:“氣味對購買欲望的影v

響比所有其他因素加起來的影響都大。一個產品如果聞起來舒服，人們就會認為它v

是好產品。"LG電子產品公司最近推出的手機鍵盤散發(fā)出薰衣草香味;歐萊雅也在v

一種新款洗發(fā)水的廣告牌上放入櫻桃香。看來，下一步人們要做的就是生產出能夠v

在不同網站采擷香氣的個人電腦了。v

Formorevocabularyandreadingpractice,canyouunderline:v

1anysmells(theymayneedbilingualdictionariesv

tocheckunderstandingofthesesmells);v

2examplesofhowcompanieshaveusedthesev

smells;v

3synonymsforthewordsmell.v

Suggestedanswerv

1Sugarandbutter,vanillaandmandarin,whitev

tea,lavender,cherry.v

2Instorestoputcustomersinthemoodforv

buying,attractcustomerstodisplays,makev

shopperswaitlonger,visitahotelicecreamv

shop,tocreatetheperceptionthattheproductv

isgood,onmobilephonekeypadsandonv

billboardsv

3odour,scent,fragrance,aromaSpeaking:

Discussing

branding1.Try

tocompletethesentencesbelowaboutwhatyouhaveread.Tell

yourpartnerwhatyouthink.?One

thing

that

interests

me

about

this

is

…Onethingthatinterestsmeaboutthisisthatsmellcanhavesuchaneffectonhumans.?One

thing

that

surprises

me

is…OnethingthatsurprisesmeisthatScentAir’sturnoverhasquadrupledasaresult.?

One

thing

that

I

find

hard

to

believe

is…thatthesalesofHardRockHoteljumped45%inthefirstsixmonthsafteraScentAirdevicewasinstalled.2.Whatsmellcouldyouusetobrandthefollowing?

You

canusesuggestionsinthepictures.*yourcompany’sproductorservice*yourschoolorcollege*anewrangeofclothing*bicycles*alanguagecourseGrammar:

Relative

clausesWe

oftenaddinformationormoredetailtothemainclauseofthesentence.Forexample,thespeakermaywanttosaywhattypeofcompanyheworksfor.ScentAirisacompanywhichsellsscents.MainclauseRelativeclauseCompletethedefiningrelativeclausesinthesesentenceswithawordfromthebox.時間when人who地點where人,物

whose原因

why事物

whichwhich1)Thenewproduct_goesonsalenextmonthisn’treadyyet.when2)

Theturnoverwasjustunderhalfamillion_foundedin1985.Nowit’s

hundredmillion.itwasfirstwho3)

Thepeople__workforusareallhighlyqualified.whose_we’remakingthese4)We

liketothinkwe’reasupportivecompany_staff

areloyal.why5)Letmeexplainsomeofthereasons_changes.where6)

Thecompany___Iusedtoworkisclosingdown,apparently.Reading:

Chinese

luxury

obsessionReadaboutluxurybrandsinChina.Eachlinecontainsonemistake(includingpunctuation).Correctit.Chinese

luxury

obsession0.WhenmanypeoplevisitcitiesinChina,theyarestillsurprisedtoseetheluxurywhich00.brandsnormallyfillthefashionboutiquesofNew

York

andParis.Butina1.wherecountrywhoreandmoreyoungpeoplehavebecomebig-spendingconsumers,2.whotheworld’stopbrandsattracttwenty-andthirty-somethingswarecentsurvey,

3.whosesaytheywantto‘seizeeveryopportunitytoenjoylife.’

Take

Miss

Yu,

whonthly4.salaryis5,000yuanworkingasajournalist.Sheregularlystopsbytheboutiques

5.whywhere,youcanfindLouisVuitton

orGucci.Sheexplainsthereasonwhdelete

commathinka6.bagworth10,000yuanismoresuitableformethan100bagsat100yuaneach.’

7.whichAndherfashioncollection,whocludesnamessuchasChanel,Burberryand

8.wherePrada,isfarfromuniqueinacountryweproportionofluxurygoodspurchased9.delete

commanowadays,is40%comparedtoonly4%globally.9.2

Getting

through12Listening:

Automated

voicemail

systemsVocabulary:

Telephone

words3

Speaking:

Making

phone

callsReading:

Email

marketingWriting:

Correcting

and

rewriting5v

voicemail語音信箱，語音郵件，亦作voicemailv

customercare客戶服務中心customerservicecenterv

textmessage短信

sendatextv

lunchbreak午休時間v

inbox

n.收件箱

outbox發(fā)件箱v

option

n.提供的選擇

choicev

qualityassurance質量保證

Iassuremycustomerthequality.v

speechrecognitiontechnology語音識別技術

recognizesb.v

subjectline主題句;主題詞v

statement

n.清單

alistfromthebank

對賬單v

repayment

n.償還

payoffv

accountnumber

n.賬號

openanaccountv

particle

n.小品詞，語助詞v

emailmarketing郵件營銷v

onlinemarketer在線營銷人員；

網絡營銷商v

spam

n.濫發(fā)郵件，垃圾郵件，也作spamemailv

junkemail垃圾郵件v

newsletter

n.通訊v

emailnewsletter電子郵件通訊v

entrepreneur

n.企業(yè)家v

infopreneur

n.信息企業(yè)家v

italics

n.斜體字，夸張的語調

Italyv

shout

vi.引人注目，觸目,嘩眾取寵v

paediatric

adj.兒科的，兒科學的

surgeon外科醫(yī)生v

expertise

n.技能

specialknowledgev

earnings

n.收人

income

revenuev

testimonialadvertising(利用影星、球星等名人來推薦產品的)推薦廣告

endorsement代言v

folder

n.文件夾

document文件v

branddevelopment品牌開發(fā)v

Chennai欽奈，原名馬德拉斯(Madras)，印度第四大城市，面積128平方公里，v人口1000萬Listening:Automatedvoicemailsystems1.Doyouagreewiththeviewsinthisarticle?Whatdoesyourpartnerthink?Studythegraph.

Atwhatstage(10-0)wouldyounormallyhangup?Text

messagesinterruptourlunchbreaksandpointlessemailsfillourinboxes,butarecentsurveysaysthatthemajorityofpeoplerateautomatedvoicemailsystemsandthelackofahumanvoiceonthephoneasmoderncommunication’sworstinvention.HUMANETheautomatedsystem

usesspeechrecognitiontechnology.Given

the

optionto

speak

to

aperson

at

thebeginning.Pressing

“0”still

doesn’tget

you

to

alive

personHear

therecordedmessage

that“your

call

maybe

monitoredfor

qualityWhile

you’reon

holdthere’s

amessageapologizingfor

yourThere’s

nooption

at

allto

speak

to

alive

personassurance”.being

on

hold.INHUMANE186420Onascaleof1-10,howinhumanecananautomatedvoicemailsystembe?2.Listentosomeonedealingwithanautomatedvoicesystem.1)Whatisthenameofthecompany?GHLoans.2)Whatnumberdoesthecallerpress?Thecallerpresses3becausehewantstospeaktoanoperator.3)Whichstageofthegraphdoesthecallerreachbeforeheputsthephonedown?Thecallerreaches4onthescalebeforeheputsthephonedownbecausethesystemusesspeechrecognitiontechnologywhichrequireshimtoanswer‘Yes’or‘No’.Listeningscript:C=Caller

M=MachineC:Hello,I’dliketospeakto…M:Hello.

ThankyouforcallingGHLoansCustomerCare.

You

willnowhearanumberofoptions.Pleasepresstheoptionyourequire.Forastatement,press1,forearlyrepayment,press2,foranyotherenquiryortospeaktooneofouroperators,press3…

Thankyou.C:Hello,I’mcallingabout…M:

ThankyouforcallingGHLoans.Pleasenotethatyourcallmaybemonitoredforqualityassuranceandtrainingpurposes.M:We’resorrybutallofouroperatorsarecurrentlyunavailabletotakeyourcall.Pleasehold.

Your

callisimportanttous.M:Hello.

You’re

throughtoourloansdepartment.C:Couldyouputmethroughtosomeone…M:

To

helpusdealwithyourcallquicklyandefficiently,

pleaseanswerthefollowingquestionswith‘yes’

or‘no’.Doyoucurrentlyhaveanaccountwith…3.AnotherpersonspeakstoanoperatoratGHLoansCustomerCare.Completetheformbelowwiththecaller’sinformation.GHCustomerCareAbiKayeCaller’sname:(1)__AccountNo:(2)__TI3662__21st

April1981Dateofbirth:(3)_Enquiry:loanearlylastmonthstatementItwasfortheamountof(6)_

fivethousandeurosThecallerpaidpartofher(4)_hasn’tappearedonthe(5)_____butit___________.__________.Action:Callherbackon(7)__0172443929________________at(8)____

four_______________.Vocabulary:Telephonewords1.Replacethewordsinboldinsentences1-10withawordorwordsfromthebox.

Thenlistenagaintotheconversationsfromthelastexercises.suitcall/backbearwithmetake

takeSothatwasoneput/throughput/onholdholdunavailable1)Allofouroperatorsarecurrentlytoo

busy

toanswer

yourcall.________unavailable

takehold2)Pleasewait.__3)Couldyouconnect

me

tosomeone…?__put_methroughOne4)Wait

a

moment,please.

___take5)CanIwrite

down

yourname,please?______________6)Canyouwait

for

me

forasecond?_bearwithme

________put(you)onhold7)I’mjustgoingtomake

youwait.

_8)CanIget

back

to

you?______

call__________you__

back9)Let

me

read

that

back

to

you.It’s

zerooneseven,twodoublefour,

threeninetwonine._

Sothatwas

_____.suit10)Whenwouldbe

convenient

for

you?___________2.Writethemissingparticlefromtheboxinthecorrectpositiontocompleteeachsentence.

Theremightbetwopossibleanswers.backon

backup

on

outupforwardbackdowndown1)Pleasedon’tputthephone.back2)Letmecallyoulater.back3)Letmereadthattoyou.up4)I’mjustlookinghisnumberonthecomputer.5)Doyoumindifweputthemeetingto

Tuesday?

backforward6)We’llbringtheschedulebyaweek.on7)Holdamoment.out8)Sorry,

thebatteryonmymobileisabouttorun.up9)Sorry,

he’s

tiedwithsomethingatthemoment.CanIhelp?on10)I’mjustputtingyouholdforamoment.Speaking:MakingphonecallsWork

inpairsandpractisemakingsometelephonecalls.Try

tousesomeoftheexpressionsandphrasalverbsonthispage.Student

ACall

1?

Your

surnameisJingshan.?

You

telephonecustomercareatyourbank.?

Your

accountnumberisHIE3644756.?

You

paidin$3,760lastmonthbutitdoesn’tappearonyourstatement.?

Your

numberis9807655544.Student

BCall

1You

workinCustomerCareatLSA

Banking.

Take

thecaller’sdetailsandfindoutwhattheproblemis.

You

areunabletosolvetheproblemimmediatelysooffer

tocallbacklater.

Don’tforgettotakethecaller’snumber.TELEPHONEMESSAGEMESSAGE:Call

2NowyouareMr.

Vathone’s

secretary.

Heisunavailable.FindoutwhatthecallerwantsandfindasuitabletimeforMr.

Vathone

tocallback.Completethismessageform.TELEPHONEMESSAGEMESSAGE:StudentA’smessageTELEPHONEMESSAGEMESSAGE:He/SherangtopostponemeetingwithMr.Vathoneon24th

inHongKong,China.Call

2?

Your

surnameisJakuczik.

You

arecallingonamobilephoneandthebatteryislow.?

You

wanttospeaktoyourcustomercarerepresentative,Mr.Vathone.?

Your

accountnumberis

YE99-087.?

You

wanttopostponeyourmeetingwithhionthe24th

inHongKong,China.?

You

areinat7pm(UStime).StudentB’smessageTELEPHONEMESSAGEMESSAGE:He/Shepaid$3,760intoaccount,butitisn’tonthismonth’sstatement.Reading:Emailmarketing1.Doyouoftenreceivethesekindsofemailinyourinbox?Doyouopenordeletethem?Becomeanonlinemarketer

TEACH

YOURSELFINJUST

2HOURSIMPORTANT!

IEarnProfits…WithoutDoing

AnythingnotrainingrequiredOpenthemDeletethem?may

have

somethingI’vebeen

?unwantedemailslookingfor?may

containavirus?may

have

usefulinformation?They’rejunkmailsandI?curiousaboutwhattheymay

don’twant

towastemy

timecontain

toopenthem.2.Readthisarticleaboutanemailmarketerandanswerquestions1-3.Everymonth7,000peoplereceiveemailnewslettersfromDr.

ManiSivasubramanian.Ingloriousitalics,capitals,underliningandbold,thesubjectlinesshout:‘ExplodeYour

Online

Marketing

Profits

–inJust14Days!’

or‘IMPORTANT

EarnProfits…Without

Doing

Anything

Different!’Butbeforeyoudeletethisspamfromyourinbox,Dr.

Mani,ashepreferstobecalled,givesonlinehelpandadviceaboutmarketingaswellasworkingasapaediatricheartsurgeoninChennai,India.Hedonatesupto50%ofhisprofitsfromsellingmarketingexpertisetotheChildren’sHeartFoundation,whichhecreatedtoprovideheartsurgerytopoorIndianchildren.SivasubramanianfirstdiscoveredtheInternetasasurgicalstudentin1996.

Two

yearslater,

hestartedsellingmedicalinformationonline.Laterherealizedhecouldpassonhisonlinemarketingexpertiseaswellwhichhedoesnowinfourteendifferentemailmarketingnewsletters,withtipsonhowtobecomeanonlinemarketer.

Lastyearhetookhome$250,000fromhisonlinework,whilestillworkingupto50hoursaweekattheInstituteofChildHealthandHospitalforSickChildren.Hisfoundationtookabout$10,000,whichhashelpedtopayforthirteensurgeriesacrossIndia.1)WhydoesDr.

Manisendemailnewsletters?A.

To

givemedicaladvice.B.

To

givemarketingadvice.C.

To

advertisehischarity.2)In1998,Dr.

Mani…A.startedsendingmarketingnewsletters.B.startedsellingmedicalinformation.C.setuptheChildren’sHeartFoundation.3)

Thequarterofamilliondollarsfromhismarketingw