新編劍橋商務(wù)英語unit-9

Module9Branding

Unit9-1Whatisabrandedproduct?Abrandedproductisonewhichismadebyawell-knownmanufacturerandhasthemanufacturer’slabelonit.

Whatisabrandedproduct?Abrandedproductisthepublicrecognitiontoaproduct’highquality,specialfeature,bestservices,etc.耐克可口可樂百事可樂

肯德基麥當(dāng)勞星巴克哈根達斯吉列曼秀雷敦寶潔somefamousbrandnamesintheworld?Doyouknow...Chinesenationalandinternationalbrandnames?

Aretheycharming?

Nike耐克喬丹Jorden勞力士Loveme,treatmetoH?agen-Dazs

Nothingbutthechanelnumber5

寶馬Z4敞篷跑車P&GProducts

IvorySoapCrestToothpastePrellShampooTideDetergentHaveyouheardofP&GProducts?ChineseProducts：HaierElectronicProducts

refrigeratorwashingmachineSeriesofTelevisionsetsPCcomputerMobilephone百事PEPSIAllbelongstoPEPSISeeyoueverydayDogsdon’tlikeitHowisabrandknownbypeople?Advertisingcommercial,billboard,slogans,banners,mail-shots,sample2.Whatbrand-namesdoyougoafter?Why?AbrandrepresentsacertaincultureBeattractedbythequalitybrandimageThebrandnamecarrieshighcredibilityBrandleaderHaveastrongsenseofbrandloyaltyHaveconfidenceinthereliabilityoftheproductConsistentqualityandgoodafter-salesserviceUser-friendlydesignLTalket’sRelatedWords9.1BrandingReading:What’sthatsmell?Speaking:DiscussingbrandingGrammar:RelativeclausesReading:Chineseluxuryobsession4123Reading:What’sthatsmell?1.Whatisyourfavoritebrandof…??coffee??soap??clothes?Tellyourpartnerandexplainwhyyouchoosethatparticularbrand.Isyourchoiceproductorservicebecauseofitssmell?2.Readthefollowingarticleandwriteinthecorrectletter,A-G,forthemissingphrases.What’sthatsmell?DavidVanEppsopenshisbriefcaseandtouchesseveralofthe72bottlesinside.‘Here’soneyou’lllike,’hesays,takingthetopoffone.Hedipsapaperstripinsideandwavesitunderhisnose,breathingindeeply.Itsmellofsugarandbutterlikethe‘sugarcookies’(1)________.Italsomakeshimthinkofmoney:sugarcookiesisonlyoneof1,480fragrancessoldbyVanEpps’companyScentAirTechnologiesandusedtoimprovebrandidentity.Fragranceisasmuchamarketingtoolthesedaysasalogo,asloganorajingle.Sonyputsitscustomers‘inthemood’forbuyinginitsstoreswiththesmellofvanillaandmandarin.AtsomeDoubletreeHotelsguests(2)_____.AndProctorandGamblehasexperimentedwithScentAirscentstoattractshopperstodisplaysinstores,saysVanEpps.‘What’sbetterthanhavingabrandpeoplewanttousebecauseoffragrance?’A.wheretheodourofwaffle-coneswerereleasedintotheairtoencouragevisitorstoanout-of-the-wayicecreamshopB.thathisgrandmotherusedtomakeC.whichtypicallyincludesmorethansixsmellsD.whoserecently-introducedcellphonekeypadwaslavender-scentedE.whenitbegantwelveyearsagoF.whysomanycompaniesarenowassociatingbrandswithascentG.whowalkaroundreceptionwillgetawhiffofachocolatechipcookieScentAirfirststartedputtingthatattitudeintobottles(3)___________.ScentAirwillchangeasmuchas&25,000tocreateacustomblend,(4)______.Thisyearturnoverhasquadrupledasmoremarketersusescentstodistinguishtheirbrands.Onceaclientselectsascent,ScentAirputstheliquidaromainacartridgethatfitsinsideadevicewithafanwhichpushesthesmellintotheair.Youcontrolthestrengthwithadial.Monthlyrefillsare&100perdevice.Somecompanieswanttomakeshopperswaitaroundlongerinthehopetheywillspotsomethingtobuy.ItseemstohaveworkedattheHardRockHotelinOrlando,(5)________.Salesjumped45%inthefirstsixmonthsafteraScentAirdevicewasinstalled.WestinHotelsandResortscontactedScentAirforawhiteteafragrancetoputinits127properties.Addedtothis,thehotelshavejuststartedsellingwhitetea-scenteditems,including$36candles.A.wheretheodourofwaffle-coneswerereleasedintotheairtoencouragevisitorstoanout-of-the-wayicecreamshopB.thathisgrandmotherusedtomakeC.whichtypicallyincludesmorethansixsmellsD.whoserecently-introducedcellphonekeypadwaslavender-scentedE.whenitbegantwelveyearsagoF.whysomanycompaniesarenowassociatingbrandswithascentG.whowalkaroundreceptionwillgetawhiffofachocolatechipcookie

AlanHirschoftheSmellandTasteTreatmentandResearchFoundationinChicagoexplainsthereason(6)___________.‘Smellhasagreaterimpactonpurchasingthaneverythingelsecombined.Ifsomethingsmellsgood,theproductisperceivedasgood.’There’sLGElectronics(7)_________,orthecherrysmellfrombillboardsadvertisinganewshampoofromL’Oreal.AllweneednowisaPCthatcanpickuparomasfromwebsites.A.wheretheodourofwaffle-coneswerereleasedintotheairtoencouragevisitorstoanout-of-the-wayicecreamshopB.thathisgrandmotherusedtomakeC.whichtypicallyincludesmorethansixsmellsD.whoserecently-introducedcellphonekeypadwaslavender-scentedE.whenitbegantwelveyearsagoF.whysomanycompaniesarenowassociatingbrandswithascentG.whowalkaroundreceptionwillgetawhiffofachocolatechipcookiePart1.Task3ReadthefollowingwordsorphrasesandtranslatethemintoEnglish1.提升品牌識別特征2.為顧客營造一種消費氛圍3.越來越多的廠家紛紛采用香味來突出品牌形象4.營業(yè)額大幅上升，達到原來的4倍5.氣味對購買欲望的影響比所有其他因素加起來的影響都大ImprovebrandidentityPutitscustomersinthemoodforbuyingSmellhasagreaterimpactonpurchasingthaneverythingelsecombinedMoremarketersusesscentstodistinguishtheirbrandsTheturnoverhasquadrupled

Speaking:Discussingbranding1.Trytocompletethesentencesbelowaboutwhatyouhaveread.Tellyourpartnerwhatyouthink.

Onethingthatinterestsmeaboutthisis…Onethingthatsurprisesmeis…OnethingthatIfindhardtobelieveis…Onethingthatinterestsmeaboutthisisthatsmellcanhavesuchaneffectonhumans.OnethingthatsurprisesmeisthatScentAir’sturnoverhasquadrupledasaresult.ThesalesofHardRockHoteljumped45%inthefirstsixmonthsafteraScentAirdevicewasinstalled.2.Whatsmellcouldyouusetobrandthefollowing?Youcanusesuggestionsinthepictures.*yourcompany’sproductorservice*yourschoolorcollege*anewrangeofclothing*bicycles*alanguagecourseGrammar:RelativeclausesWeoftenaddinformationormoredetailtothemainclauseofthesentence.Forexample,thespeakermaywanttosaywhattypeofcompanyheworksfor.

ScentAirisacompanywhichsellsscents.MainclauseRelativeclauseCompletethedefiningrelativeclausesinthesesentenceswithawordfromthebox.whenwherewhywhichwhowhose1)Thenewproduct________goesonsalenextmonthisn’treadyyet.2)Theturnoverwasjustunderhalfamillion________itwasfirstfoundedin1985.Nowit’shundredmillion.3)Thepeople_______workforusareallhighlyqualified.4)Weliketothinkwe’reasupportivecompany________staffareloyal.5)Letmeexplainsomeofthereasons_________we’remakingthesechanges.6)Thecompany__________Iusedtoworkisclosingdown,apparently.whichwhenwhowhosewherewhyReading:ChineseluxuryobsessionReadaboutluxurybrandsinChina.Eachlinecontainsonemistake(includingpunctuation).Correctit.Chineseluxuryobsession0.WhenthatmanypeoplevisitcitiesinChina,theyarestillsurprisedtoseetheluxury00.brandswhonormallyfillthefashionboutiquesofNewYorkandParis.Butina1.countrywhichmoreandmoreyoungpeoplehavebecomebig-spendingconsumers,2.theworld’stopbrandsattracttwenty-andthirty-somethingswhat,inarecentsurvey,3.saytheywantto‘seizeeveryopportunitytoenjoylife.’TakeMissYu,who’smonthly4.salaryis5,000yuanworkingasajournalist.Sheregularlystopsbytheboutiques5.where,youcanfindLouisVuittonorGucci.Sheexplainsthereasonwhen:‘Ithinka6.bagworth10,000yuanismoresuitableformethan100bagsat100yuaneach.’7.Andherfashioncollection,whoseincludesnamessuchasChanel,Burberryand8.Prada,isfarfromuniqueinacountrywhytheproportionofluxurygoodspurchased9.nowadays,is40%comparedtoonly4%globally.whichwherewhowhosedeletecommawhywhichwheredeletecomma9.2GettingthroughListening:AutomatedvoicemailsystemsVocabulary:TelephonewordsSpeaking:MakingphonecallsReading:Emailmarketing41235Writing:CorrectingandrewritingListening:Automatedvoicemailsystems1.Doyouagreewiththeviewsinthisarticle?Whatdoesyourpartnerthink?Studythegraph.Atwhatstage(10-0)wouldyounormallyhangup?Textmessagesinterruptourlunchbreaksandpointlessemailsfillourinboxes,butarecentsurveysaysthatthemajorityofpeoplerateautomatedvoicemailsystemsandthelackofahumanvoiceonthephoneasmoderncommunication’sworstinvention.Giventheoptiontospeaktoapersonatthebeginning.Heartherecordedmessagethat“yourcallmaybemonitoredforqualityassurance”.Whileyou’reonholdthere’samessageapologizingforyourbeingonhold.Theautomatedsystemusesspeechrecognitiontechnology.There’snooptionatalltospeaktoalivepersonPressing“0”stilldoesn’tgetyoutoaliveperson1086420HUMANEINHUMANEOnascaleof1-10,howinhumanecananautomatedvoicemailsystembe?2.Listentosomeonedealingwithanautomatedvoicesystem.1)Whatisthenameofthecompany?2)Whatnumberdoesthecallerpress?3)Whichstageofthegraphdoesthecallerreachbeforeheputsthephonedown?GHLoans.Thecallerpresses2becausehewantstospeaktoanoperator.Thecallerreaches3onthescalebeforeheputsthephonedownbecausethesystemusesspeechrecognitiontechnologywhichrequireshimtoanswer‘Yes’or‘No’.Listeningscript:C=CallerM=MachineC:Hello,I’dliketospeakto…M:Hello.ThankyouforcallingGHLoansCustomerCare.Youwillnowhearanumberofoptions.Pleasepresstheoptionyourequire.Forastatement,press1,forearlyrepayment,press2,foranyotherenquiryortospeaktooneofouroperators,press3…Thankyou.C:Hello,I’mcallingabout…M:ThankyouforcallingGHLoans.Pleasenotethatyourcallmaybemonitoredforqualityassuranceandtrainingpurposes.M:We’resorrybutallofouroperatorsarecurrentlyunavailabletotakeyourcall.Pleasehold.Yourcallisimportanttous.M:Hello.You’rethroughtoourloansdepartment.C:Couldyouputmethroughtosomeone…M:Tohelpusdealwithyourcallquicklyandefficiently,pleaseanswerthefollowingquestionswith‘yes’or‘no’.Doyoucurrentlyhaveanaccountwith…3.AnotherpersonspeakstoanoperatoratGHLoansCustomerCare.Completetheformbelowwiththecaller’sinformation.Caller’sname:(1)______________AccountNo:(2)________________Dateofbirth:(3)_______________Enquiry:Thecallerpaidpartofher(4)____________________________butithasn’tappearedonthe(5)____________________________________.Itwasfortheamountof(6)__________________________________.Action:Callherbackon(7)_________________________________________at(8)_____________________________.GHCustomerCareAbiKayeTI366221stApril1981loanearlylastmonthstatementfivethousandeuros0172443929fourVocabulary:Telephonewords1.Replacethewordsinboldinsentences1-10withawordorwordsfromthebox.Thenlistenagaintotheconversationsfromthelastexercises.suitcall/backbearwithmeSothatwasput/throughholdunavailabletaketakeoneput/onhold1)Allofouroperatorsarecurrentlytoobusytoansweryourcall.________2)Pleasewait._____________3)Couldyouconnectmetosomeone…?_________me__________4)Waitamoment,please._______________5)CanIwritedownyourname,please?_____________________6)Canyouwaitformeforasecond?_______________________7)I’mjustgoingtomakeyouwait._________________________8)CanIgetbacktoyou?_____________you_______________9)Letmereadthatbacktoyou.It’szerooneseven,twodoublefour,threeninetwonine.__________________.10)Whenwouldbeconvenientforyou?____________________unavailabletakeholdputthroughOnetakebearwithmeput(you)onholdcallbackSothatwassuit2.Writethemissingparticlefromtheboxinthecorrectpositiontocompleteeachsentence.Theremightbetwopossibleanswers.backonbackuponoutupforwardbackdown1)Pleasedon’tputthephone.2)Letmecallyoulater.3)Letmereadthattoyou.4)I’mjustlookinghisnumberonthecomputer.5)DoyoumindifweputthemeetingtoTuesday?6)We’llbringtheschedulebyaweek.7)Holdamoment.8)Sorry,thebatteryonmymobileisabouttorun.9)Sorry,he’stiedwithsomethingatthemoment.CanIhelp?10)I’mjustputtingyouholdforamoment.downbackbackupbackforwardonoutuponPart1.Task3ReadthefollowingwordsorphrasesandtranslatethemintoEnglish1.我過會給你回。2.讓我把你的話重復(fù)一遍。3.我正在電腦上查找他的號碼。4.別掛機，請稍等。5.對不起我的手機快沒電了。6.對不起，他這會手頭正忙，我能幫什么忙嗎？7.請稍候。8.接線員忙不能回答。9.能幫我接通老板電話嗎？10.能讓我記下你的名字嗎？Letmecallyoubacklater.Letmereadthatbacktoyou.I’mjustlookinguphisnumberonthecomputerHoldonamoment.Sorry,thebatteryonmymobileisabouttorunoutSorry,heistiedupwithsth.atthemoment.CanIhelp?I’mjustputtingyouonholdforamoment.TheoperatorisunavailabletotakeyourcallCouldyouputmethroughtotheboss?CanItakedownyourname?Speaking:MakingphonecallsWorkinpairsandpractisemakingsometelephonecalls.Trytousesomeoftheexpressionsandphrasalverbsonthispage.StudentACall1?YoursurnameisJingshan.?Youtelephonecustomercareatyourbank.?YouraccountnumberisHIE3644756.?Youpaidin$3,760lastmonthbutitdoesn’tappearonyourstatement.?Yournumberis9807655544.Call2NowyouareMr.Vathone’ssecretary.Heisunavailable.FindoutwhatthecallerwantsandfindasuitabletimeforMr.Vathonetocallback.Completethismessageform.CALLER:MESSAGE:ACCOUNTNUMBER:CALLBACKAT:TELEPHONEMESSAGEStudentBCall1YouworkinCustomerCareatLSABanking.Takethecaller’sdetailsandfindoutwhattheproblemis.Youareunabletosolvetheproblemimmediatelysooffertocallbacklater.Don’tforgettotakethecaller’snumber.CALLER:MESSAGE:ACCOUNTNUMBER:CALLBACKAT:TELEPHONEMESSAGECall2?YoursurnameisJakuczik.Youarecallingonamobilephoneandthebatteryislow.?Youwanttospeaktoyourcustomercarerepresentative,Mr.Vathone.?YouraccountnumberisYE99-087.?Youwanttopostponeyourmeetingwithhionthe24thinHongKong,China.?Youareinat7pm(UStime).CALLER:Mr./Ms.JakuczikMESSAGE:He/SherangtopostponemeetingwithMr.Vathoneon24thinHongKong,China.

ACCOUNTNUMBER:YE99-087CALLBACKAT:7pm(UStime)TELEPHONEMESSAGEStudentA’smessageCALLER:Mr./Ms.JingshanMESSAGE:He/Shepaid$3,760intoaccount,butitisn’tonthismonth’sstatement.

ACCOUNTNUMBER:HIE3644756CALLBACKAT:(time)on9807655544TELEPHONEMESSAGEStudentB’smessageReading:Emailmarketing1.Doyouoftenreceivethesekindsofemailinyourinbox?Doyouopenordeletethem?BecomeanonlinemarketerTEACHYOURSELFINJUST2HOURSIMPORTANT!IEarnProfits…WithoutDoingAnythingnotrainingrequiredOpenthemDeletethem?mayhavesomethingI’vebeenlookingfor?mayhaveusefulinformation?curiousaboutwhattheymaycontain?unwantedemails?maycontainavirus?They’rejunkmailsandIdon’twanttowastemytimetoopenthem.2.Readthisarticleaboutanemailmarketerandanswerquestions1-3.Everymonth7,000peoplereceiveemailnewslettersfromDr.ManiSivasubramanian.Ingloriousitalics,capitals,underliningandbold,thesubjectlinesshout:‘ExplodeYourOnlineMarketingProfits–inJust14Days!’or‘IMPORTANTEarnProfits…WithoutDoingAnythingAnythingDifferent!’Butbeforeyoudeletethisspamfromyourinbox,Dr.Mani,ashepreferstobecalled,givesonlinehelpandadviceaboutmarketingaswellasworkingasapaediatricheartsurgeoninChennai,India.Hedonatesupto50%ofhisprofitsfromsellingmarketingexpertisetotheChildren’sHeartFoundation,whichhecreatedtoprovideheartsurgerytopoorIndianchildren.SivasubramanianfirstdiscoveredtheInternetasasurgicalstudentin1996.Twoyearslater,hestartedsellingmedicalinformationonline.Laterherealizedhecouldpassonhisonlinemarketingexpertiseaswellwhichhedoesnowinfourteendifferentemailmarketingnewsletters,withtipsonhowtobecomeanonlinemarketer.Lastyearhetookhome￡250,000fromhisonlinework,whilestillworkingupto50hoursaweekattheInstituteofChildHealthandHospitalforSickChildren.Hisfoundationtookabout$10,000,whichhashelpedtopayforthirteensurgeriesacrossIndia.1)WhydoesDr.Manisendemailnewsletters?A.Togivemedicaladvice.B.Togivemarketingadvice.C.Toadvertisehischarity.2)In1998,Dr.Mani…A.startedsendingmarketingnewsletters.B.startedsellingmedicalinformation.C.setuptheChildren’sHeartFoundation.3)Thequarterofamilliondollarsfromhismarketingwork…A.werehisearnings.B.wenttohisfoundation.C.paidfornewsurgeries.Part1.Task3ReadthefollowingwordsorphrasesandtranslatethemintoEnglish1.想成為網(wǎng)絡(luò)營銷商嗎？只要兩個小時便可自學(xué)成才！2.迅猛增長你的網(wǎng)絡(luò)營銷利潤3.無需花費大力氣4.提供營銷咨詢5.營銷知識所得利潤6.網(wǎng)上銷售醫(yī)學(xué)知識7.傳授網(wǎng)上營銷技能8.為人們?nèi)绾纬蔀榫W(wǎng)絡(luò)營銷商指點迷津9.從網(wǎng)絡(luò)營銷中獲得利潤25萬美元10.基金會支付一萬美元資助。。。Becomeanonlinemarketer?Teachyourselfinjust2hours!ExplodeyouronlinemarketingprofitsWithoutdoinganythingdifferentGiveonlinehelpandadviceaboutmarketingProfitsfromsellingmarketingexpertiseSellingmedicalinformationonlinePassononlinemarketingexpertiseTipsonhowtobecomeanonlinemarketerTakehome$250,000fromhisonlineworkThefoundationtookabout$10,000tohelptopayfor….Writing:Correctingandrewriting1.Readtheseguidelinesonusingemailatwork.CompletethetextwithwordsfromthefirstfivelinesofthearticleaboutDr.Maniontheabovepage.1)Alwayscheckyour________forcorrectspelling,formality,grammarandpunctuationbeforeyousendit.2)Donotuse__________.PeoplewillthinkyouareSHOUTING!3)Donotopen________.Itmaycontainavirus.4)Avoidmarkingallemails‘Urgent’or__________.5)Useameaningful___________linewhichisshortandclear.6)Don’tletyour___________fillup.Replyquickly.Everymonth7,000peoplereceiveemailnewslettersfromDr.ManiSivasubramanian.Ingloriousitalics,capitals,underliningandbold,thesubjectlinesshout:‘ExplodeYourOnlineMarketingProfits–inJust14Days!’or‘IMPORTANTEarnProfits…WithoutDoingAnythingAnythingDifferent!’Butbeforeyoudeletethiss