新编剑桥商务英语unit_9

1、Module 9Contents v9.1 brandingv9.2 getting through9.1 BrandingReading: Whats that smell?Speaking: Discussing brandingGrammar: Relative clausesReading: Chinese luxury obsession4123Reading: Whats that smell?1. What is your favorite brand of ? coffee? soap? clothes?Tell your partner and explain why you

2、 choose that particular brand. Is your choice product or service because of its smell?2. Read the following article and write in the correct letter, A-G, for the missing phrases.Reading vTranslationvScan the text Complete the article with the phrases Underline any smell Examples of how companies hav

3、e used these smells Synonyms for the word smellvText study title句子翻译：句子翻译：A-GvA. where the odour of waffle-cones were released into the air to encourage visitors to an out-of-the-way ice cream shop 在那里，锥形华夫卷筒的香气弥漫在空气中，在那里，锥形华夫卷筒的香气弥漫在空气中，使游客的脚步不由自主的走向一家地点偏僻的使游客的脚步不由自主的走向一家地点偏僻的冰激凌店冰激凌店vB. that his g

4、randmother used to makevC. which typically includes more than six smellsv D. whose recently-introduced cell phone keypad was lavender-scented 它最近推出的手机键盘散发出薰衣草香味它最近推出的手机键盘散发出薰衣草香味v E. when it began twelve years agov F. why so many companies are now associating brands with a scent 为什么现在有如此多的公司热衷于将品牌与某

5、种香气联为什么现在有如此多的公司热衷于将品牌与某种香气联系系v G. who walk around reception will get a whiff of a chocolate chip cookie 走在前台四周的人会闻到芬芳空气公司生产的巧克力碎走在前台四周的人会闻到芬芳空气公司生产的巧克力碎饼香味饼香味Language pointsvWhat is that smell? 那是什么味道？那是什么味道？ 闻香而动闻香而动 香气与品牌香气与品牌Para 1 Van Epps 范艾普 Bree .Van De Camp _ 布里范德坎普vBriefcase 手提箱手提箱vTake of

6、f将将取走取走vStrip 条状物，条状物， paper strip 纸条纸条vSmell of Sugar and butter 带有黄油味道的香甜气息vFragrance芳香，花香芳香，花香vScentAir 芬芳空气芬芳空气 The scent of a woman vBrand identity 品牌识别品牌识别Para 2v Jingle广告歌广告歌v In the moodv Vanilla and mandarin香草香草-柑橘味柑橘味 Mandarin Language 普通话 Mandarin duck 鸳鸯 Mandarin Orange橘子v Get a whiff of

7、v What is better than having a brand people want to use because of fragrance? 还有什么比用香味增加品牌吸引力更为巧妙的方法呢？还有什么比用香味增加品牌吸引力更为巧妙的方法呢？vFragrance as a marketing tool Sony Doubletree Hotel Proctor and GamblevPara 3vCustom 定制的定制的vQuadruple 成为四倍的成为四倍的vPara 4vLiquid aroma 芳香剂芳香剂vCartridge芯式容器，套筒芯式容器，套筒vDial调节控制器

8、调节控制器vRefill 重新装满重新装满vOut-of-the-way 偏僻的，不为人知的偏僻的，不为人知的vPara 6 Smell has a greater impact on purchasing than everything else combined. If something smells good, the product is perceived as good. 气味对于购买欲望的影响比所有其他影响因素结合起来影响都打。一个产品如果闻起来舒服，人们就会认为他是好产品vUnderline any smell Sugar and butter带有黄油味道的香甜气息 Vani

9、lla and mandarin香草-柑橘味 White tea Lavender cherryvExamples of how companies have used these smells Para 2:in stores to put customers in the mood for buying (Sony) Attract the customers to displays (P&G) Para5: make shoppers wait longer Visit an out-of-the-way ice cream shop (Hard Rock Hotel) Create t

10、he perception that the product is good Mobil phone keypad (LG) On billboards (L,Oreal)vSynonyms for the word smell Aroma香味，香气，强烈的弥漫的香味 Odour气味，香味或臭味 Scent较弱的香味 Fragrance香味，芬芳，尤指花香，比scent 更清新甜美Speaking: Discussing branding1. Try to complete the sentences below about what you have read. Tell your part

11、ner what you think. 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 resul

12、t.The sales of Hard Rock Hotel jumped 45% in the first six months after a ScentAir device was installed.Reading: Chinese luxury obsessionRead about luxury brands in China. Each line contains one mistake (including punctuation). Correct it.Chinese luxury obsession0. When that many people visit cities

13、 in China, they 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 su

14、rvey, 3. say they 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 su

15、itable for me than 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 commawhywhic

16、hwheredelete commavBoutiquevBig-spending vMonthly salaryvLouis VuittonvGuccivChanelvBurberryvPrada9.2 Getting throughVocabulary: Telephone wordsSpeaking: Making phone callsReading: Email marketing4235Writing: Correcting and rewritingVocabulary: Telephone words1Listening9.2Listening 9.2vKey words Cus

17、tomer care Statement Repayment 偿还 Account number Bear with Go through Call back3. 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

18、 hasnt 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 euros0172443929fourVocabulary: Telephone words1. Replace the words in bold in sentences 1-10 with a word or words f

19、rom 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 connect me to someone? _ me _4

20、) 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 would be convenient for y

21、ou? _unavailabletakeholdputthroughOnetakebear with meput (you) on holdcallbackSo that wassuit2. 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 up forward back down1) Please dont put the phone.2) Le

22、t 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) Sorry, hes tied with something at the moment. Can I

23、 help?10) Im just putting you hold for a moment.downbackbackupbackforwardonoutuponSpeaking: Making phone callsWork in pairs and practise making some telephone calls. Try to use some of the expressions and phrasal verbs on this page.Student ACall 1 Your surname is Jingshan. You telephone customer car

24、e 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.Student BCall 1You work in Customer Care at LSA Banking. Take the callers details and find out what the problem is. You are unable to solve the probl

25、em immediately so offer to call back later. Dont forget to take the callers number. CALLER: MESSAGE: ACCOUNT NUMBER: CALL BACK AT:TELEPHONE MESSAGE CALLER: Mr. / Ms. Jingshan MESSAGE: He / She paid $3,760 into account, but it isnt on this months statement. ACCOUNT NUMBER: HIE364 4756 CALL BACK AT: (

26、time) on 980 765 55 44TELEPHONE MESSAGEStudent Bs messageReading: 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 JUST 2 HOURSIMPORTANT! I Earn Profits Without Doing Anything - no training requiredOpe

27、n 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 open them.2. Read this article about an email marketer and answer questions 1-3.Every mo

28、nth 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 Profits in Just 14 Days! or IMPORTANT Earn Profits Without Doing Anything Anything Different! But before you delete th

29、is 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 up to 50% of his profits from selling marketing expertise to the Childrens Heart Foundation, which he created to

30、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. Later he realized he could pass on his online marketing expertise as well - which he does now in fourteen differe

31、nt 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 Institute of Child Health and Hospital for Sick Children. His foundation took about $10,000, which has helped to pay fo

32、r thirteen surgeries across India.vItalics 语调语调vSubject linevPaediatric 儿科儿科vChennai 钦奈钦奈1) Why does Dr. Mani send email newsletters? A. To give medical advice. B. To give marketing advice. C. To advertise his charity.2) In 1998, Dr. Mani A. started sending marketing newsletters. B. started selling

33、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.Writing: Correcting and rewriting1. Read these guidelines on using email at work. Complete the text wit

34、h 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 email

35、s Urgent or _.5) Use a meaningful _ line which is short and clear. 6) Dont let your _ fill up. Reply quickly.emailcapitalsspamimportantsubjectinboxMore useful rules for emails vWith mails to people you dont know, use formal expressions such as Dear, I am writing to.I look forward tovOrganize your emails into foldersvSend many attachmen