unit-9-Branding.ppt

1、Module 9,9.1 Branding,Reading: Whats that smell?,Speaking: Discussing branding,Grammar: Relative clauses,Reading: Chinese luxury obsession,4,1,2,3,Reading: Whats that smell?,1. What is your favorite brand of ? coffee? soap? clothes? Tell your partner and explain why you choose that particular brand.

2、 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.,Whats that smell? David Van Epps opens his briefcase and touches several of the 72 bottles inside. Heres one youll like, he says, taking the top off o

3、ne. 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 ScentAir Technologies and used to improve brand identi

4、ty. 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 Gamble has experimented with ScentAir scents to attract sh

5、oppers 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 shop B. that his grandmother used to make C. which typically inclu

6、des more than six smells D. whose recently-introduced cell phone keypad was lavender-scented E. when it began twelve years ago F. why so many companies are now associating brands with a scent G. who walk around reception will get a whiff of a chocolate chip cookie,ScentAir first started putting that

7、 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, ScentAir puts the liquid aroma in a cartridge that fits inside a device with

8、 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. It seems to have worked at the Hard Rock Hotel in Orlando, (5)_. Sales jumped 45

9、% 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 white tea-scented items, including $36 candles.,A. where the odour of waffle-cones

10、 were released into the air to encourage visitors to an out-of-the-way ice cream shop B. that his grandmother used to make C. which typically includes more than six smells D. whose recently-introduced cell phone keypad was lavender-scented E. when it began twelve years ago F. why so many companies a

11、re now associating brands with a scent G. who walk around reception will get a whiff of a chocolate chip cookie,Alan Hirsch of the Smell and Taste Treatment and Research Foundation in Chicago explains the reason (6)_. Smell has a greater impact on purchasing than everything else combined. If somethi

12、ng 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 from websites.,A. where the odour of waffle-cones were released into the air to encourage visitors

13、to an out-of-the-way ice cream shop B. that his grandmother used to make C. which typically includes more than six smells D. whose recently-introduced cell phone keypad was lavender-scented E. when it began twelve years ago F. why so many companies are now associating brands with a scent G. who walk

14、 around reception will get a whiff of a chocolate chip cookie,Speaking: Discussing branding,1. Try to complete the sentences below about what you have read. Tell your partner what you think.,One thing that interests me about this is One thing that surprises me is One thing that I find hard to believ

15、e is,One 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 Hard Rock Hotel jumped 45% in the first six months after a ScentAir device was installed.,2. What smell could y

16、ou 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 * a language course,Grammar: Relative clauses,We often add information or more detail to the main clause of the sentence. For examp

17、le, the speaker may want to say what type of company he works for. ScentAir is a company which sells scents.,Main clause,Relative clause,Complete the defining relative clauses in these sentences with a word from the box.,when where why which who whose,1) The new product _ goes on sale next month isn

18、t 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 highly 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

19、. 6) The company _ I used to work is closing down, apparently.,which,when,who,whose,where,why,Reading: Chinese luxury obsession,Read about luxury brands in China. Each line contains one mistake (including punctuation). Correct it.,Chinese luxury obsession 0. When that many people visit cities in Chi

20、na, 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 survey, 3

21、. 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 suitable

22、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.,which,where,who,whose,delete comma,why,whic

23、h,where,delete comma,9.2 Getting through,Listening: Automated voicemail systems,Vocabulary: Telephone words,Speaking: Making phone calls,Reading: Email marketing,4,1,2,3,5,Writing: Correcting and rewriting,Listening: Automated voicemail systems,1. Do you agree with the views in this article? What do

24、es 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 voice on the phone as

25、 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 speech recognition tec

26、hnology.,Theres no option at all to speak to a live person,Pressing “0” still doesnt get you to a live person,10,8,6,4,2,0,HUMANE,INHUMANE,On a scale of 1-10, how inhumane can an automated voicemail system be?,2. Listen to someone dealing with an automated voice system.,1) What is the name of the co

27、mpany? 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 the system uses speech recogn

28、ition technology which requires him to answer Yes or No.,Listening script:,C=Caller M=Machine C: Hello, Id like to speak to M: Hello. Thank you for calling GH Loans Customer Care. You will now hear a number of options. Please press the option you require. For a statement, press 1, for early repaymen

29、t, press 2, for any other enquiry or to speak to one of our operators, press 3 Thank you. C: Hello, Im calling about M: Thank you for calling GH Loans. Please note that your call may be monitored for quality assurance and training purposes. M: Were sorry but all of our operators are currently unavai

30、lable 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 someone M: To help us deal with your call quickly and efficiently, please answer the following questions with yes or no. Do you currently have an accoun

31、t with,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 hasnt appeared on the (5)_. It was for the amount of (6)_. Action:

32、Call her back on (7)_ at (8)_.,GH Customer Care,Abi Kaye,TI3662,21st April 1981,loan early last month,statement,five thousand euros,0172443929,four,Vocabulary: Telephone words,1. Replace the words in bold in sentences 1-10 with a word or words from the box. Then listen again to the conversations fro

33、m the last exercises.,suit call/back bear with me So that was put/through hold unavailable take take one put/on hold,1) All of our operators are currently too busy to answer your call. _ _ 2) Please wait. _ 3) Could you connect me to someone? _ me _ 4) Wait a moment, please. _ 5) Can I write down yo

34、ur 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 you? _,unavailable,take,hold,put,through,One

35、,take,bear with me,put (you) on hold,call,back,So that was,suit,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 up forward back down,1) Please dont put the phone. 2) Let me call you later. 3) Le

36、t 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 help? 10) Im just

37、putting you hold for a moment.,down,back,back,up,back,forward,on,out,up,on,Speaking: Making phone calls,Work in pairs and practise making some telephone calls. Try to use some of the expressions and phrasal verbs on this page.,Student A Call 1 Your surname is Jingshan. You telephone customer care at

38、 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.,Call 2 Now you are Mr. Vathones secretary. He is unavailable. Find out what the caller wants and find a suitable time for Mr. Vathone to call back. Comp

39、lete this message form.,CALLER: MESSAGE: ACCOUNT NUMBER: CALL BACK AT:,TELEPHONE MESSAGE,Student B Call 1 You work in Customer Care at LSA Banking. Take the callers 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 t

40、ake the callers number.,CALLER: MESSAGE: ACCOUNT NUMBER: CALL BACK AT:,TELEPHONE MESSAGE,Call 2 Your surname is Jakuczik. You are calling on 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 postpo

41、ne your meeting with hi on the 24th in Hong Kong, China. You are in at 7pm (US time).,CALLER: Mr. / Ms. Jakuczik 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 MESSAGE,Student As message,CALLER: Mr

42、. / Ms. Jingshan MESSAGE: He / She paid $3,760 into account, but it isnt on this months statement. ACCOUNT NUMBER: HIE364 4756 CALL BACK AT: (time) on 980 765 55 44,TELEPHONE MESSAGE,Student Bs message,Reading: Email marketing,1. Do you often receive these kinds of email in your inbox? Do you open o

43、r delete them?,Become an online marketer - TEACH YOURSELF IN JUST 2 HOURS IMPORTANT! I Earn Profits Without Doing Anything - no training required,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. I

44、n 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 this spam from your inbox, Dr. Mani, as he prefers to be called, gives online

45、 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 provide heart surgery to poor Indian children. Sivasubramanian first discov

46、ered 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 different email marketing newsletters, with tips on how to become an online marke

47、ter. 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 for thirteen surgeries across India.,1) Why does Dr. Mani send email newslet

48、ters? 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 medical information. C. set up the Childrens Heart Foundation. 3) The quarter of a million dollars from his marketing work A. w

49、ere his earnings. B. went to his foundation. C. paid for new surgeries.,Writing: Correcting and rewriting,1. 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) Av