unit9Branding学习课程

1、9.1 BrandingReading: Whats that smell?Speaking: Discussing brandingGrammar: Relative clausesReading: Chinese luxury obsession4123第1页/共37页第一页，编辑于星期日：七点 七分。Reading: Whats that smell?1. What is your favorite brand of ? coffee? soap? clothes?Tell your partner and explain why you choose that particular b

2、rand. Is your choice product or service because of its smell?第2页/共37页第二页，编辑于星期日：七点 七分。2. Read the following article and write in the correct letter, A-G, for the missing phrases.第3页/共37页第三页，编辑于星期日：七点 七分。Whats that smell? David Van Epps opens his briefcase and touches several of the 72 bottles inside

3、. Heres one youll like, he says, taking the top off one. He dips a paper strip inside and waves it under his nose, breathing in deeply. It smell of sugar and butter like the sugar cookies (1)_. It also makes him think of money: sugar cookies is only one of 1,480 fragrances sold by Van Epps company S

4、centAir Technologies and used to improve brand identity. Fragrance is as much a marketing tool these days as a logo, a slogan or a jingle. Sony puts its customers in the mood for buying in its stores with the smell of vanilla and mandarin. At some Doubletree Hotels guests (2)_. And Proctor and Gambl

5、e has experimented with ScentAir scents to attract shoppers to displays in stores, says Van Epps. Whats better than having a brand people want to use because of fragrance?A. where the odour of waffle-cones were released into the air to encourage visitors to an out-of-the-way ice cream shopB. that hi

6、s 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 c

7、hip cookie第4页/共37页第四页，编辑于星期日：七点 七分。 ScentAir first started putting that attitude into bottles (3)_. ScentAir will change as much as &25,000 to create a custom blend, (4)_. This year turnover has quadrupled as more marketers use scents to distinguish their brands. Once a client selects a scent, S

8、centAir puts the liquid aroma in a cartridge that fits inside a device with a fan which pushes the smell into the air. You control the strength with a dial. Monthly refills are &100 per device. Some companies want to make shoppers wait around longer in the hope they will spot something to buy. I

9、t seems to have worked at the Hard Rock Hotel in Orlando, (5)_. Sales jumped 45% in the first six months after a ScentAir device was installed. Westin Hotels and Resorts contacted ScentAir for a white tea fragrance to put in its 127 properties. Added to this, the hotels have just started selling whi

10、te tea-scented items, including $36 candles.A. where the odour of waffle-cones were released into the air to encourage visitors to an 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 la

11、vender-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 cookie第5页/共37页第五页，编辑于星期日：七点 七分。 Alan Hirsch of the Smell and Taste Treatment and Research Foundation in Chicago explains th

12、e reason (6)_. Smell has a greater impact on purchasing than everything else combined. If something smells good, the product is perceived as good. Theres LG Electronics (7)_, or the cherry smell from billboards advertising a new shampoo from LOreal. All we need now is a PC that can pick up aromas fr

13、om websites.A. where the odour of waffle-cones were released into the air to encourage visitors to an 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 t

14、welve 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 cookie第6页/共37页第六页，编辑于星期日：七点 七分。Speaking: Discussing branding1. Try to complete the sentences below about what you have read. Tell your partner what you thi

15、nk. One thing that interests me about this is One thing that surprises me is One thing that I find hard to believe isOne thing that interests me about this is that smell can have such an effect on humans.One thing that surprises me is that ScentAirs turnover has quadrupled as a result.The sales of H

16、ard Rock Hotel jumped 45% in the first six months after a ScentAir device was installed.第7页/共37页第七页，编辑于星期日：七点 七分。2. What smell could you use to brand the following? You can use suggestions in the pictures.* your companys product or service* your school or college* a new range of clothing* bicycles*

17、a language course第8页/共37页第八页，编辑于星期日：七点 七分。Grammar: Relative clausesWe often add information or more detail to the main clause of the sentence. For example, the speaker may want to say what type of company he works for. ScentAir is a company which sells scents.Main clauseRelative clauseComplete the d

18、efining relative clauses in these sentences with a word from the box.when where why which who whose1) The new product _ goes on sale next month isnt ready yet.2) The turnover was just under half a million _ it was first founded in 1985. Now its hundred million.3) The people _ work for us are all hig

19、hly qualified.4) We like to think were a supportive company _ staff are loyal.5) Let me explain some of the reasons _ were making these changes.6) The company _ I used to work is closing down, apparently.whichwhenwhowhosewherewhy第9页/共37页第九页，编辑于星期日：七点 七分。Reading: Chinese luxury obsessionRead about lu

20、xury brands in China. Each line contains one mistake (including punctuation). Correct it.第10页/共37页第十页，编辑于星期日：七点 七分。第11页/共37页第十一页，编辑于星期日：七点 七分。第12页/共37页第十二页，编辑于星期日：七点 七分。第13页/共37页第十三页，编辑于星期日：七点 七分。第14页/共37页第十四页，编辑于星期日：七点 七分。Chinese luxury obsession0. When that many people visit cities in China, they

21、are still surprised to see the luxury 00. brands who normally fill the fashion boutiques of New York and Paris. But in a 1. country which more and more young people have become big-spending consumers, 2. the worlds top brands attract twenty- and thirty-somethings what, in a recent survey, 3. say the

22、y want to seize every opportunity to enjoy life. Take Miss Yu, whos monthly 4. salary is 5,000 yuan working as a journalist. She regularly stops by the boutiques 5. where, you can find Louis Vuitton or Gucci. She explains the reason when: I think a 6. bag worth 10,000 yuan is more suitable for me th

23、an 100 bags at 100 yuan each. 7. And her fashion collection, whose includes names such as Chanel, Burberry and 8. Prada, is far from unique in a country why the proportion of luxury goods purchased 9. nowadays, is 40% compared to only 4% globally.whichwherewhowhosedelete commawhywhichwheredelete com

24、ma第15页/共37页第十五页，编辑于星期日：七点 七分。9.2 Getting throughListening: Automated voicemail systemsVocabulary: Telephone wordsSpeaking: Making phone callsReading: Email marketing41235Writing: Correcting and rewriting第16页/共37页第十六页，编辑于星期日：七点 七分。Listening: Automated voicemail systems1. Do you agree with the views i

25、n this article? What does your partner think? Study the graph. At what stage (10-0) would you normally hang up?Text messages interrupt our lunch breaks and pointless emails fill our inboxes, but a recent survey says that the majority of people rate automated voicemail systems and the lack of a human

26、 voice on the phone as modern communications worst invention.Given the option to speak to a person at the beginning.Hear the recorded message that “your call may be monitored for quality assurance”.While youre on hold theres a message apologizing for your being on hold.The automated system uses spee

27、ch recognition technology.Theres no option at all to speak to a live personPressing “0” still doesnt get you to a live person1086420HUMANEINHUMANEOn a scale of 1-10, how inhumane can an automated voicemail system be?第17页/共37页第十七页，编辑于星期日：七点 七分。2. Listen to someone dealing with an automated voice syst

28、em.1) What is the name of the company?2) What number does the caller press?3) Which stage of the graph does the caller reach before he puts the phone down?GH Loans.The caller presses 2 because he wants to speak to an operator.The caller reaches 3 on the scale before he puts the phone down because th

29、e system uses speech recognition technology which requires him to answer Yes or No.第18页/共37页第十八页，编辑于星期日：七点 七分。Listening script:C=Caller M=MachineC: Hello, Id like to speak toM: Hello. Thank you for calling GH Loans Customer Care. You will now hear a number of options. Please press the option you req

30、uire. For a statement, press 1, for early repayment, press 2, for any other enquiry or to speak to one of our operators, press 3 Thank you.C: Hello, Im calling aboutM: Thank you for calling GH Loans. Please note that your call may be monitored for quality assurance and training purposes.M: Were sorr

31、y but all of our operators are currently unavailable to take your call. Please hold. Your call is important to us.M: Hello. Youre through to our loans department.C: Could you put me through to someoneM: To help us deal with your call quickly and efficiently, please answer the following questions wit

32、h yes or no. Do you currently have an account with第19页/共37页第十九页，编辑于星期日：七点 七分。3. Another person speaks to an operator at GH Loans Customer Care. Complete the form below with the callers information.Callers name: (1)_Account No: (2)_Date of birth: (3)_Enquiry: The caller paid part of her (4)_ but it h

33、asnt appeared on the (5)_. It was for the amount of (6)_.Action:Call her back on (7)_ at (8)_.GH Customer CareAbi KayeTI366221st April 1981loan early last monthstatementfive thousand euros0172443929four第20页/共37页第二十页，编辑于星期日：七点 七分。Vocabulary: Telephone words1. Replace the words in bold in sentences 1-

34、10 with a word or words from the box. Then listen again to the conversations from the last exercises.suit call/back bear with me So that was put/throughhold unavailable take take one put/on hold1) All of our operators are currently too busy to answer your call. _ _2) Please wait. _3) Could you conne

35、ct me to someone? _ me _4) Wait a moment, please. _5) Can I write down your name, please? _6) Can you wait for me for a second? _7) Im just going to make you wait. _8) Can I get back to you? _ you _9) Let me read that back to you. Its zero one seven, two double four, three nine two nine. _.10) When

36、would be convenient for you? _unavailabletakeholdputthroughOnetakebear with meput (you) on holdcallbackSo that wassuit第21页/共37页第二十一页，编辑于星期日：七点 七分。2. Write the missing particle from the box in the correct position to complete each sentence. There might be two possible answers.back on back up on out u

37、p forward back down1) Please dont put the phone.2) Let me call you later.3) Let me read that to you.4) Im just looking his number on the computer.5) Do you mind if we put the meeting to Tuesday?6) Well bring the schedule by a week.7) Hold a moment.8) Sorry, the battery on my mobile is about to run.9

38、) Sorry, hes tied with something at the moment. Can I help?10) Im just putting you hold for a moment.downbackbackupbackforwardonoutupon第22页/共37页第二十二页，编辑于星期日：七点 七分。Speaking: Making phone callsWork in pairs and practise making some telephone calls. Try to use some of the expressions and phrasal verbs

39、on this page.Student ACall 1 Your surname is Jingshan. You telephone customer care at your bank. Your account number is HIE364 4756. You paid in $3,760 last month but it doesnt appear on your statement. Your number is 980 765 55 44.第23页/共37页第二十三页，编辑于星期日：七点 七分。Call 2Now you are Mr. Vathones secretary

40、. He is unavailable. Find out what the caller wants and find a suitable time for Mr. Vathone to call back. Complete this message form. CALLER: MESSAGE: ACCOUNT NUMBER: CALL BACK AT:TELEPHONE MESSAGE第24页/共37页第二十四页，编辑于星期日：七点 七分。Student BCall 1You work in Customer Care at LSA Banking. Take the callers

41、details and find out what the problem is. You are unable to solve the problem immediately so offer to call back later. Dont forget to take the callers number. CALLER: MESSAGE: ACCOUNT NUMBER: CALL BACK AT:TELEPHONE MESSAGE第25页/共37页第二十五页，编辑于星期日：七点 七分。Call 2 Your surname is Jakuczik. You are calling o

42、n a mobile phone and the battery is low. You want to speak to your customer care representative, Mr. Vathone. Your account number is YE99-087. You want to postpone your meeting with hi on the 24th in Hong Kong, China. You are in at 7pm (US time).第26页/共37页第二十六页，编辑于星期日：七点 七分。 CALLER: Mr. / Ms. Jakuczi

43、k MESSAGE: He/She rang to postpone meeting with Mr. Vathone on 24th in Hong Kong, China. ACCOUNT NUMBER: YE99-087 CALL BACK AT: 7pm (US time)TELEPHONE MESSAGEStudent As message第27页/共37页第二十七页，编辑于星期日：七点 七分。 CALLER: Mr. / Ms. Jingshan MESSAGE: He / She paid $3,760 into account, but it isnt on this mont

44、hs statement. ACCOUNT NUMBER: HIE364 4756 CALL BACK AT: (time) on 980 765 55 44TELEPHONE MESSAGEStudent Bs message第28页/共37页第二十八页，编辑于星期日：七点 七分。Reading: Email marketing1. Do you often receive these kinds of email in your inbox? Do you open or delete them?Become an online marketer - TEACH YOURSELF IN J

45、UST 2 HOURSIMPORTANT! I Earn Profits Without Doing Anything - no training requiredOpen themDelete them may have something Ive been looking for may have useful information curious about what they may contain unwanted emails may contain a virus Theyre junk mails and I dont want to waste my time to ope

46、n them.第29页/共37页第二十九页，编辑于星期日：七点 七分。2. Read this article about an email marketer and answer questions 1-3.Every month 7,000 people receive email newsletters from Dr. Mani Sivasubramanian. In glorious italics, capitals, underlining and bold, the subject lines shout: Explode Your Online Marketing Profi

47、ts in Just 14 Days! or IMPORTANT Earn Profits Without Doing Anything Anything Different! But before you delete this spam from your inbox, Dr. Mani, as he prefers to be called, gives online help and advice about marketing as well as working as a paediatric heart surgeon in Chennai, India. He donates

48、up to 50% of his profits from selling marketing expertise to the Childrens Heart Foundation, which he created to provide heart surgery to poor Indian children.Sivasubramanian first discovered the Internet as a surgical student in 1996. Two years later, he started selling medical information online.

49、Later he realized he could pass on his online marketing expertise as well - which he does now in fourteen different email marketing newsletters, with tips on how to become an online marketer. Last year he took home 250,000 from his online work, while still working up to 50 hours a week at the Instit

50、ute of Child Health and Hospital for Sick Children. His foundation took about $10,000, which has helped to pay for thirteen surgeries across India.第30页/共37页第三十页，编辑于星期日：七点 七分。1) Why does Dr. Mani send email newsletters? A. To give medical advice. B. To give marketing advice. C. To advertise his chari

51、ty.2) In 1998, Dr. Mani A. started sending marketing newsletters. B. started selling medical information. C. set up the Childrens Heart Foundation.3) The quarter of a million dollars from his marketing work A. were his earnings. B. went to his foundation. C. paid for new surgeries.第31页/共37页第三十一页，编辑于

52、星期日：七点 七分。Writing: Correcting and rewriting1. Read these guidelines on using email at work. Complete the text with words from the first five lines of the article about Dr. Mani on the above page.1) Always check your _ for correct spelling, formality, grammar and punctuation before you send it.2) Do not use _. People will think you are SHOUTING!3) Do not open _. It may contain a virus.4) Avoid marking all emails Urgent or _.5) Use a meani