体验商务英语book-2-Unit-12

Unit12Products,“Itisnottheemployerwhopayswages;heonlyhandlesthemoney.Itistheproductthatpayswages”HenryFord(1869-1947)Americanindustrialist,OverviewVocabularyDescribingproductsListeningBestbuyerReadingLaunchinganewproductsLanguagereviewPassivesSkillsPresentingaproductCasestudyMinervaA.G.,Teachingobjectives:,Startingupstudentstalkaboutproductsthattheylikeandtheirattitudestocompaniesthatmakeproducts.,Vocabularystudentslookatsomeadjectivesthatcanbeusedtodescribeproducts.,Listeningstudentslistentofivepeopletalkabouttheirbestpurchase.,Readingstudentsreadaboutthemarketingofanewtypeofkiwifruit.,Languagereviewstudentslookatpassivesinthecontextofwheregoodsaremadeandproduced.,Skillsstudentslistentoasalesmanagerpresentingaproductstobuyersandthenpresentaproductsthemselves.,Casestudystudentspresentideasfornewproductstoashopchainthatspecializesininnovativegoods.Thedirectorsofthechaindecidewhicharethebest.,Startingup,A,Describingsomeofyourfavouriteproducts.Whydoyoulikethem?Whatdotheysayaboutyou?,B,Whatproductwouldyoumostliketoown?Why?,C,Doyouagreeordisagreewiththesestatements?Givereasonsforyouranswers.Usinganimalstotestnewproductsiswrong.Multinationalcompanieswhichmanufactureproductsindevelopingcountrieshelptheworldeconomy.Companiesspendfartoomuchonlaunchingandpromotingnewproducts.,Vocabulary:describingproducts,A,Checkthatyouknowthemeaningoftheadjectivesbelow.Thenworkinpairs.Thinkofproductsthatmatchthewords.,attractiveemotionalexpensivefashionablereliablecomfortablepracticalpopular,B,WriteadjectiveswiththeoppositemeaningstotheseinExerciseA.,un-uneconomicalunfashionableunreliableuncomfortableunpopular,in-Inexpensive,im-Impractical,Vocabulary:Describingproducts,C,Completethesesentenceswiththewordsfromthebox.,IBMmanufactures_-techcomputerproducts.Timberlandmakesarangeof_-wearingfootwear.Ferrariproduces_-qualitysportscars.Coca-ColaandPepsicobothdevelop_-sellingsoftdrinks.Duracellsells_-lastingalkalinebatteries.Levijeansarea_-madeclothingproducts.,well,high,best,long,hard,high,D,UsetheadjectivesinExerciseCtodescribingothercompaniesandproducts.Forexample,Nestlemakesmanyoftheworldsbest-sellingfoodproducts.,D,UsetheadjectivesinExerciseCtodescribingothercompaniesandproducts.Forexample,Nestlemakesmanyoftheworldsbest-sellingfoodproducts.,1.Siemensmakeshigh-techhealthcareequipmentamongmanyotherproducts.,2.Gore-Texproduceshard-wearingmaterialsforoutdoorclothes.,3.Habitatsellshigh-qualityfurniture.,4.Dellassemblestheworldsbest-sellingPCs.,5.Cumminsmakeslong-lastingdieselengines.,6.Guccishoesarefashionableandwell-made.,Vocabulary:Describingproducts,E,Matchtheverbsonthelefttotheirmeanings.Thenputthewordsintoalogicalordertoshowthelife-cyclesofanewproduct.,launcha)tostopmakingtestb)tobuildormakepromotec)tointroducetothemarketmanufactured)tochangeinordertoimprove5.modifye)totrysomethinginordertoseehowitworks6.discontinuef)tomakeaplanordrawing7.designg)toincreasesalesbyadvertisingetc.8.distributeh)tosupplytoshops,companies,customers.,1,2,3,4,5,6,7,8,Listening:Bestbuys,A,12.1Fivepeoplewereaskedthequestions,“Whatisthebestthingyouhaveeverbought?”listenandwritedownthethingsthateachpersonmentions.,Speaker1cameraSpeaker2traintickettoBrightonSpeaker3speakersforacomputerSpeaker4PradabagSpeaker5tree,B,12.1listenagainandanswerthesequestions.,Whatcanthefirstpersonenjoy?Whodidthesecondpersonmeet?WhydidntthethirdpersonhavetobuyaDVDplayer?4.Whywasthefourthpersonpreparedtospendlotofmoney?5.Wheredoesthefifthpersonplantodo?,Listening:Bestbuys,B,1.Memoriesofhistravelsandpeoplehemet.,2.Theloveofherlife.,3.Becausehehasboughtspeakers,hecanplayDVDsonhiscomputernow.,4.Becausesheconsidersthebagatimelessclassicitiswell-madeandsheusesiteveryday.,5.Buildatreehouseinthetreeheboughtforhissonbirth.,Reading:launchinganewproduct,A,Zspri,afruitgrower,isintroducinganewvarietyofkiwifruit.Inwhichcountriesarekiwifruitgrown?Whatcoloraretheynormally?,KiwifruitaregrowninNewZealand.Theyarenormallyabrown-greencolor.Theyareoftenperceivedashealthy-givingandgoodforpeopleondiet.,Reading:Launchinganewproduct,B,Matchthesewordsfromthearticletotheirdefinition.,baldenhancingvarietytoretaintrademark,asymbolonaproducttoshowacompanysownershipwithoutanyhairaparticularkindinarangeofproductsincreasingthequalityoramountofsomethingtokeeporcontinuetohavesomething,C,Readthearticle.Thendecideifthefollowingstatementsaretrueorfalse,Zesprihasspentalotofmoneyonmarketingthenewproducts,TrueThenewvarietyofkiwifruitisNewZealandsmostimportantfruitexport.Asiansprefertheoriginalgreenfruit.ThekiwifruitMarketingBoardisonlymarketingthenewfruitinJapan.Thetraditionalkiwifruitdidnotsellwellatthebeginningoftheseason.TheEuropeanmanagerisnotveryenthusiasticaboutsellingtheproduct.,false,false,false,true,false,Reading:Launchinganewproduct,D,Findwordsorphrasesinthetextwhichmeanthefollowing:,Introduction(paragraph1)launchTotryhardtosellaproductbyadvertisingorotheractivities(paragraph1)Eachyear(paragraph1)Tosaythatsomethingisparticularlyimportant(paragraph2)Personinchargeofaparticulararea(paragraph2)Improved(paragraph2)Moneyreceivedfromsellinggoods(paragraph3)Firmsthatareownedandrunbyalltheemployees(paragraph4),promote,annual,emphasize,regionalmanager,pickedup,revenue,co-operative,Reading:Launchinganewproduct,E,Answerthesequestions,1.Whatarethemostimportantqualitiesofthenewkiwifruit?,Yellow,hairless,sweeter,moreattractivetoAsiantastes.,2.Whatmethodscancompaniesusetopromotenewfoodproducts?,Methodsinclude:TVadvertising,tastingsinsupermarket,freesamples,freerecipesincorporatingtheproduct,useTVcooksintheirrecipes,gettingthefoodservedinrestaurants(customersmaythentotryitathome).,3.Thearticlesayssalespickedupwhenthegoldfruitbecomeavailable.Atwhattimeoftheyeardosalesofthefollowingpickupinyourcountry?a)toysb)icecreamc)carsd)greetingcards,F,Workinpairsorsmallgroups.Brainstormideasformarketingthenewkiwifruitinyourcountry.Thendesignaone-pagenewspaperadvertisementforZepriGold.,Languagereview:Passive,A,Usethetablebellowtomakepassivesentences.Forexample,DiamondsareminedinSouthAfrica.Thenmakesimilarsentencesaboutproductsfromyourowncountry.,DiamondsMicrochipSemiconductorsElectronicgoodsCoffeeLeathergoodsOilRiceWatchesCoalCopperMoblilephones,ProduceManufactureMakeRefineGrowmine,PolandKuwaitJapanTheUnitedStatesFinlandSwitzerlandMalaysiaBrazilSpainSouthAfricaZambiaChina,Languagereview:Passive,A,DiamondsareminedinAfrica.Microchipareproduced/manufactured/madeintheUnitedStates.Semiconductorsareproduced/manufactured/madeinMalaysia.Electronicgoodsareproduced/manufactured/madeinJapan.Coffeeisproduced/growninBrazil.Leathergoodsareproduced/manufactured/madeinSpain.Oilisproduced/refinedinKuwait.Riceisproduced/growninChina.Watchedareproduced/manufactured/madeinSwitzerland.CoalisminedinPoland.CopperisminedinZambia.Mobilephonesareproduced/manufactured/madeinFinland.,Languagereview:Passive,B,Changetheseactivesentencesintothepassivesothattheysoundmorenatural.Forexample,Thegoldvarietyofthekiwifruitisplantedworldwide,1.Workersplantthegoldvarietyofthekiwifruitworldwide.,Thegoldvarietyofthekiwifruitisplantedworldwide,2.WorkersinFrancemaketheseRenaultcars.,TheseRenaultcarsaremadeinFrance.,3.FarmersgrowthesericeinIndia.,ThesericeisgrowninIndia.,4.Theemployersaskedthestafffortheiropinions.,Thestaffwereaskedfortheiropinions.,5.Amechanicisrepairingmycaratthemoment.,Mycarisrepairingatthemoment.,6.Somebodyhasfoundthemissingfile.,Themissingfilehasbeenfound.,7.SomebodymadethistoyinJapan.,ThistoyismadeinJapan.,Languagereview:Passive,C,Thearticlebellowdescribeshowahealthcarecompanydevelopnewproducts.Completethearticlewithpassiveformsoftheverbsinbrackets.,Theideaforhowourcompanysnewproductsaredeveloped(develop)isnotnewit_(model)onthewell-knownexampleoftheBodyShop.Whenanewproduct_(plan),thefirststepistosendProductDevelopmentAgentstotheregionofthedevelopingworldchosenfortheproject.Theystartbyfindingmaterialsthat_(use)intheproduct.Thenlinks_(arrange)withlocalsuppliers.Whereverpossible,products_(manufacture)locallyaswell,althoughthefinishedproduct_(export)forsalemostlyinthedevelopedworld.Normally,products_(ship)inlargecontainersand_(package)intheirfinalformonlywhentheyreachtheirdestination.TheProductDevelopmentAgentidentifiesandestablisheslinkswithlocalmaterialsuppliers.Afterthatheorsheensuresthattheselinks_(maintain).Theagentisalsoresponsibleforproducingthegoodssafelysothathumanrights_(respect)andlocalworkers_(notexploit).,Ismodeled,isplanned,areused,arearranged,aremanufactured,isexported,areshipped,arepackaged,are,maintained,arerespected,arenotexploited,Skills:Presentingaproduct,A,12.2Listentoasalesmanagerpresentingaproducttosomebuyers.Whichoftheadjectivesbelowdoessheuse?,attractivefashionablestylishrobustelegantuser-friendlyhigh-qualitywell-designedreliableflexiblepopularpractical,B,12.2listenagaintothepresentation.Howdoesthesalesmanagerdescribetheproduct?Fillinthemissingwordsandphrases.,Asyoucansee,itsattractiveand_.Thetower_ofwood.Letme_itsdimensions.It_inthreecolors.Its_isjustunder25.Its_forstoringCDsandCD-Rooms.Ithasseveral_whichshouldappealtoourcustomers._isthatitseasytoselecttheCDyouwantThetoweriswell-design.Its_,_anduser-friendly.Itreallydoes_ofmusiclovers.,stylish,ismade,tellyou,comes,sellingprice,ideal,specialfeatures,Anotheradvantage,robustelegant,meettheneeds,Skills:Presentingaproduct,C,Workinsmallgroups.Chooseoneoftheproductsshown.Thenturntoitsinformationfileonpage141.Prepareashortpresentationaboutyourproduct.Inventanyadditionalinformationthatyouwish.Thenformnewgroupsandpresentyourproductstoeachother.Answeranyquestionsthatyouareaskedaboutthem.,Leatherattachecase,Juiceextractor,Babymonitor,Skills:Presentingaproduct,IntroducingtheproductThisisournewproduct.Imgoingtotellyouaboutournewproduct.DescribingtheproductLetmetellyouaboutitsspecialfeatures.Itsmadeofleather/wood/steel/aluminum.Itweighsjust2.3kilos.Itcomesinawiderangeofcolours.StartingtheproductsusesItsidealfortravelingItsdesignedtobeusedwithanytypeofmaterial.,Usefullanguages,MentioningsellingpointsIthasseveralspecialfeatures.Averyusefulfeatureistheenergy-savingdesign.Anotheradvantageisitsverysmallsize.InvitingquestionsDoesanyonehaveanyquestions?Wouldanyoneliketoaskaquestion?,Casestudy:MinervaA.G.,BackgroundMinervaA.G.,basedinMunich,Germany,isachainstorewhichsellsarangeofstylish,innovativeproducts.Manyofitsproductsfeaturenewtechnology,butthestoresellseverythingfromfurnitureandfashionableclothestokitchenwareandhouseholdgoods.Itiswell-knownforitsoriginaldesignsandhighquality.OnthewindowofeverystorearethewordsCreativity,Imagination,Style,Novelty,Originally.CustomersatisfactionsurveyMinervaA.G.sentquestionnairestoallitscustomers.HereareextractfromtheMarketingDepartmentsreport.3.Ourcustomerssay:3.1MinervaA.G.hasveryfewgreatnewproductsforcustomerswithbusylifestyle.3.2Therangeofproductsisnotaswideasitusedtobe.3.3Therearetoomanyhigh-techproducts.Customerswantfewerproductsbutmoreoriginalones.3.4Mostproductsareover100.customerswhoarelook