新编剑桥商务英语unit12.ppt

1、Module 12,1,4,1. Listening A colour problem,2. Reading Colourful cases,3. Grammar Indirect questions and tags,2,3,4. Speaking Playing a game,10.1 Business law,Listening: A colour problem,1. Here are the two logos of rival mobile phone operators. What legal problem do you think might occur between th

2、em?,Galacall,Frontline,In this case both phone operators are using logos which use the same colour. One operator could argue that customers will therefore confuse the brand and that their competitor is making use of their brand image.,Frontline,2. Listen to a news programme about the problem in Ex1.

3、 A journalist has prepared notes on the case. Write in the missing words.,Galacall announced that it may take legal proceedings over a series of (1)_ run by its rival Frontline. It may sue the company over its use of the colour purple on (2)_ worn by sales staff. This is a similar case to that of Or

4、ange and easyMobile and the argument over the use of the colour (3)_ in both companies trademarks. Another example is when BP took out litigation against an Irish (4) _ over its petrol stations and the fact they wanted to paint them (5) _. As well as colour, a company trademark can have the rights o

5、ver the (6) _ of a logo or brand. Galacall will win in court if the prosecution can prove their (7)_ is damaged by confusing (8)_.,TV commercials,T-shirts,orange,petrol company,green,shape,business,colours,Listening script,P=Presenter R=Rene P: Business news now, and the telecoms firm Galacall has a

6、nnounced it may be taking legal proceedings against the newcomer and potential rival in the telecoms market, Frontline. Frontline recently ran a series of TV commercials in which all its sales staff wore distinctive (独特; 有特色的，与众不同的; 区别的，鉴别性的; 特异)purple T-shirts. Galacall, whose trademark brand name

7、appears in a similar shade of purple, hasnt said it will sue Frontline yet but is considering its position. Well, on the line to discuss this story is lawyer and legal expert in trademark law, Rene Mackersmann for the London-based firm Parkers and Mackersman. R: Good morning. P: So Rene, I was wonde

8、ring how serious Galacall is about all this?Surely they only have a case against a company which infringes (违反侵害）the trademark by using a similar name, dony they? R: Well, no. In fact there are a number of examples where companies or brands have tried to prevent others from using what they consider

9、as trademark colours. Take the case of the mobile phone company Orange trying to stop easyMobile using the colour orange. The easyGroup company had used orange on all its previous ventures（冒险投机）, but,when it launched a rival mobile phone brand, the operator Orange said easyMobile was breaking the la

10、w by using its colour in the same marketplace. Then there was the oil company BP, whose logo is green and yellow. They took out litigation against an Irish petrol company who tried to paint its petrol stations green. P: So do you think you can use the same colour as long as your product is different

11、? R: Absolutely. For example, the food manufacturer Heinz uses turquoise on its cans but it couldnt stop someone from using the same colour on, say bicycles. P: Can you tell me if there is anything else you can buy the rights on? R: Oh sure. Trademarks mean firms have rights over anything like colou

12、r or shape. P: Shape as well? R: Absolutely. Take Toblerone. They have the rights on triangular boxes for their chocolate. P: So back to Galacall and F. Id like to know what you think the outcome will be if it ever gets to court. Wholl win? R: Well, Im not the judge, but if the prosecution can prove

13、 the colour will confuse customers and damage Galacalls business then they might just win it.,Vocabulary: Legal terms,Match these legal words to their definitions A-J. Some appear in the notes in Ex2,0 sue _ 1 prosecute _ 2 trademark _ 3 court _ 4 lawyer _ 5 case _ 6 rights _ 7 judge _ 8 defence _ 9

14、 litigation _,A. Name or symbol on a product which means it cant be used by another producer. B. Legal matter that is decided in court. C. The process of taking a case to court. D. Make a legal case against someone and claim for money. E. What you are legally allowed to do. F. The place where legal

15、cases are heard. G. The person who gives legal advice and represents a person in court. H. The person in charge of a court who makes legal decisions. I. Try to prove someone is guilty. J. The case to prove someone is innocent.,D,I,A,F,G,B,E,H,J,C,Reading: Colourful cases,1. Read three articles about

16、 companies and their trademarks. Which article (A, B or C) does each of these statements 1-7 refer to?,1. The case was over the colour of the premises. _ 2. The company is unlikely to take members of the public to court. _ 3. The company already used the colour on its other brands. _ 4. The company

17、has not yet started any kind of litigation. _5. Only part of the company could be prosecuted. _ 6. The rights of a company in another country were affected. _ 7. The company would like to control how its brand is used. _,ORANGE TO SUE OVER COLOUR,The mobile operator Orange may be taking easyMobile t

18、o court over trademarks. The problem comes from the easyMobile choice of colour. The operator has followed the easyGroup trademark branding and used orange. The two mobile companies have been in litigation since the launch of easyMobile was announced, but Orange has said that the talks failed to res

19、olve the issues and the two operators will see each other in court. Joel Barry, partner with legal firm Olswang, said that the case will be the first in the UK to see a legal battle over a corporate colour.,A,NO GOOGLING, PLEASE,Internet search giant Google has said it intends to stop the use of its

20、 name as a generic verb, saying that phrases such as “to google” somebody or something are potentially damaging to its brand. A spokewoman for Google said: “We think its important to make the distinction between using the word Google to describe using Google to search the Internet and using the word

21、 Google to generally describe searching the Internet. There are some serious trademark issues.” But Dr Julie Coleman, an authority on linguistics from the University of Leicester, says that once new words enter into common usage it is impossible to stop their use. “Google cant possibly stop the spre

22、ad of the verb,” said Coleman. “Normal people are using it in normal conversation and in writing and they arent likely to face legal proceedings.”,B,Going Green,In 1996, the Irish company Tedcastles Oil Products, or TOP, decided to modernise its petrol stations by painting them green. They felt the

23、colour green would reflect the companys traditional Irish values. The companys subsidiary in Northern Ireland also painted its stations green. However, these stations came under United Kingdom law. In June 1991 the British oil company BP had applied for a trademark to protect the green colour of its

24、 service stations and so it quickly set about taking action against TOP, even though TOPs green was darker,C,Grammar: Indirect questions and tags,1. Listen to the news programme from exercise 2 on page 116 again. Re-write the direct questions below as indirect questions and tags.,1) How serious is G

25、alacall about this? I was wondering how serious _. 2) Do they only have a case against a company which infringes the trademark by using a similar name? They only have a case against a company which infringes the trademark by using a similar name, _? 3) Can you use the same colour as long as your pro

26、duct is different? Do you think _ as long as your product is different? 4) Is there anything else you can buy the rights on? Can you tell me if _ you can buy the rights on? 5) What do you think the outcome will be if it ever gets to court? Id like to know what _ if it ever gets to court.,Galacall is

27、 about this,dont they,you can use the same colour,theres anything else,you think the outcome will be,2. Read these questions and comments form a BEC Vantage Speaking Test. Find the mistake in each one. Check for word order, an incorrect word or a missing word.,1) Do you think will business become mo

28、re global in the future? 2) I was wondering you think the most important thing is when setting up a new business. 3) Good marketing is more important than a good product, is it? 4) In the future, people will reduce how much they travel by plane, wont it? 5) Do you think can employees work as well fr

29、om home as from an office? 6) Id like to ask you what are your plans for your future career? 7) What kinds of work experience you think would help students at business school? 8) Youve studied English for three years, arent you?,will,what,isnt,they,can,are,do,havent,语法小结要点解析： 我们通常使用间接问句使直接问句听起来更礼貌或婉

30、转。 间接问句的构成：将动词移位，使之变成陈述句即可。例如： Will it attract many people? Do you think it will attract many people? What do you think is the reason? I was wondering what you think the reason is. Why did you leave your last job? Can you tell me why you left your last job? 人们通常使用反意问句来证实或核实信息。例如： Good marketing is m

31、ore important than a good product, isnt it? In the future people will reduce how much they travel by plane, wont they? Youve studied English for three years, havent you? You work for Fairtrade, dont you?,12.2 Handling questions,Listening,Reading,Writing,Difficult questions,Speaking,Responding to que

32、stions,Press releases,A press release,A. A customer wants to return an item. An employee receives a pay cheque at the end of the month. C. A student gets poor marks for a business exam.,Listening: Difficult questions,1. Discuss why people might ask questions in the following situations.,The customer

33、 might ask: Can I have a refund? Can I exchange this for something else? The shop assistant might ask: When did you buy it? Do you have the receipt? Did you pay by credit card or cash?,The employee might ask: Why wasnt I paid for that overtime I did? Why is the tax higher this month?,The student mig

34、ht ask: What did I get wrong? Why was my mark so low? The teacher might ask: What went wrong? Did you revise?,D. A manager discovers an employee has been sending emails to friends. E. A public relations manager is explaining a faulty product to journalists at a press conference,The manager might ask

35、: Have you read our policy on sending emails? Why did you send so many?,The journalists might ask: What is the company doing to solve the problem? Will you be giving customers a refund?,2. Listen to five conversations. Match the situations A-E in Ex1 to conversations 1-5,Conversation 1: _ Conversati

36、on 2: _ Conversation 3: _ Conversation 4: _ Conversation 5: _,E,B,A,D,C,Listen again and match the questions 1-6 to the responses A-E.,1. What else was I supposed to write? 2. Do you have any ideas about what caused the problem? 3. How soon will these items be back on the shelves? 4. Why hasnt it be

37、en included? 5. Can I exchange it for another one? 6. You do know our policy with regard to this, dont you?,A. I just need to check with someone first B. Sorry, I dont follow you C. Im afraid Im unable to answer that at the moment D. Can you explain what you mean? E. Let me get back to you on that F

38、. Thats a very good question,E,F,C,B,A,D,Listening Script,Conversation 1 S = Student T = Teacher S: Im sorry but I dont understand this mark. Why was it so low? I mean, I thought Id answered everything. What else was I supposed to write? T: Look, I cant really comment on that until Ive looked at it.

39、 Give me a day and let me get back to you on that. OK? Conversation 2 PRM = PR Manager J = Journalist PRM: OK. Are there any questions? Yes? J: So youve announced that youll be recalling all the items from supermarkets and stores, but do you have any ideas about what caused the problem? PRM: Thats a

40、 very good question. Were looking into it at the moment, and we hope that we will know more very soon.,J: How soon will these items be back on the shelves? PRM: Im afraid Im unable to answer that at the moment. I can assure you, however, that were doing everything we can to sort this problem out as

41、quickly as possible. Conversation 3 E = Employee M = Manager E: Can I have a word? M: Sure. E: Its just that this doesnt seem to be right. I did some overtime the month before last. Why hasnt it been included? M: Sorry, I dont follow you. If it was for the month before last it would have been on you

42、r last cheque. E: But dont you remember? You forgot to add it and said youd add it to this months,Conversation 4 CS = Customer Service C = Customer CS: Hello. Customer Service. C: Hello, I bought a Barbie doll house set and Im afraid its the wrong one. CS: Sorry, I didnt catch that. A Barbie what? C

43、: A Barbie doll house set. You know. It has kind of pink wallpaper. CS: But is there something actually wrong with it? C: I think its the wrong colour or something. I dont know really. It was my daughter who said it was wrong. CS: Well, we can only take it back if its faulty. C: Can I exchange it fo

44、r another one though? CS: Sorry. Can you wait a moment? I just need to check with someone first.,Conversation 5 M = Manager E = Employee M: Sorry, Peter, can I have a quick word before you go? E: Erm, well, I am in a bit of a rush. M: It wont take long. Lets use my office. E: OK. M: Take a seat. Im

45、aware that youve been using computers for personal use during your lunch breaks. You do know our policy with regard to this, dont you? E: Sorry, can you explain what you mean? Is there a problem?,4. Write the responses A_F from Ex3 into this language summary,Handling questions Delaying your answer D

46、o you mind if I answer that at the end? (1) A I just need to check with someone first . (2) C Im afraid Im unable to answer that at the moment (3) E Let me get back to you on that Id like to come back to that point later on, if thats ok. Commenting on the question (4) F Thats a very good question Th

47、ank you for asking that Asking for further explanation or repetition Sorry, I didnt understand the question. (5) B Sorry, I dont follow you Sorry, I didnt hear you./catch that. (6) D Can you explain what you mean? Could you repeat that?/say that again?,Speaking: Responding to questions,5.How would y

48、ou respond to a question in the following situation? 1) A job interviewer asks you a very complicated question. You need him to repeat it. Sorry, I didnt understand the question. 2) A journalist telephones you to ask about a possible new joint venture between you and another company. It is true but

49、the final contract hasnt been agreed yet. Im afraid Im unable to answer that at the moment.,3 Youre a politician and an angry member of the public asks you why you have increased the rate of tax for homeowners. Thats a very good question. 4 Its your first day at a banking call centre. A customer cal

50、ls and asks about taking out a $5,000 loan but wants a different interest rate to the one advertised. I just need to check with someone first. 5 Someone interrupts you in the middle of trying to explain a complicated new system. Id like to come back to that point later on if thats OK. 6.You are a PR

51、 representative for a pharmaceutical company. A new skincare product has given some customers red spots on their faces. You are answering questions at a press conference. Im afraid Im unable to answer that at the moment.,Reading Press releases,1. Read the “How to” article on writing press releases a

52、nd answer the following questions 1) Why do people write press releases? 2) When will newspapers or broadcasters use your news? 3) What is the advantage of a press release over normal advertising?,How towrite a press release You may think about writing press releases only works when you have importa

53、nt news to share or company announcements to make but that is wrong! You can write and submit press releases which will get published in newspapers or broadcast on TV or radio at any time if you give an interesting slant to what you are submitting. Here are some interesting ideas to help get your pr

54、ess release picked up by the media.,Write a story about how your business helps your community or solves a problem for local people. Write a press release if your company has raised money for charity. Tell your personal story: maybe you set up your business from nothing or you are a local success st

55、ory. Relate your story to what is happening today_watch the news, check out what the “hot topics” are and find a way to “spin” a story from that. Make sure the press releases doesnt sound like an advertisement. The idea is that consumers will think they are reading a news story rather than being sol

56、d something.,Answers,1) Why do people write press releases? When they have important news, company announcements, or at any time when its possible to give an “interesting slant”. 2) When will newspapers or broadcasters use your news? When the story explains how your company has helped the local comm

57、unity or has raised money for charity. Also the story might be about success or relate to other hot topics. They wont use it if it seems like an advert. 3) What is the advantage of a press release over normal advertising? One advantage is that a press release is free publicity and also that the publ

58、ic tend to take more notice of the company than they would from seeing an advertisement.,2. A local newspaper has received four press releases this morning. According to the article above, which release (A_D) isnt a good one? Tell your partner why.,A As many you are aware, environmental concerns are now at the front of everyones minds. But while many companies say they are concerned, we at Beavis and Son are taking this very seriously, and we are therefore please to announce our new “buy a bag for an Amazon” scheme. Unlike most stores, where you g