Why Do Some Men Text
Business English language
( taken from MAKET LEADER)
Unit of measurement 1
BRANDS
A. List some of your favourite brands. And then answer these questions.
1. Are they International or national brands? They are International Brands
two. What paradigm and qualities does each i take?
phrases to help you. Prototype and qualities of each br 
ands is cool and durable, but also made me looks fashionable
3. Why do people buy brands? considering, unremarkably known branded items take better quality than the cheap ones
iv. Why practise yous call up some people dislikes brands? Considering the brands is not reliable
5. How loyal are you to the brands you have chosen? not too loyal, because there are so many brands to exist choosen
For case, when you buy jean, do you lot ever buy Levi's
B. A contempo survey named the brands beneath as the world's pinnacle ten. Which do
you think is number one? Rank the others in society.
Answer :
1. Marlboro
2. IBM
three. Microsoft
iv. Mercedez Benz
five. Coca-cola
6. McDonald
7. Intel
8. Disney
ix. Nokia
10. Full general Electric
Vocabulary
Make Management
A. Match these word partnerships to their meanings.
B. Consummate these sentences with word partnerships from exercise A
BRAND
1. the creation of Virgin Cola, Virgin Air, Virgin Track and Virgin bride is an
example of … brand streching ……….(contoh)
2. Consumers who always buy Levi's when they demand a new pair of jeans are
showing … Brand awareness …
3. not enough people recognize our logo; we need to spent a lot more on raising
… .Brand Paradigm ….
Product
1. David Beckham advertizement Vodafone is an example of … product
endorsement …… (contoh)
two. A … Production launch .. consists of introduction, growth , maturity and reject.
3. the use of BMW cars and Nokia phones in James Bond films are examples
of… Product placement ….
C. Brand sentences of your own using the word partnerships in Exercise A.
Reading
Outsourcing Production
A. Why do some companies make luxury products abroad rather than at home?
Because they trust virtually the quality for the products
B. Read the article and answer these questions.
1. Which brands are mentioned? Do y'all know which country each is from?
Burberry (Italy), Coach (US), Prada (Italy), Gucci (Italia)
2. Which companies make all of their products in their ain land?
Prada makes all of their products in their own country
Made in Europe
By Jo Johnson, Fred Kapner and Richard McGregor
Almost every mode label outside the top super-luxury brands is either already
manufacturing in Asia or thinking of it. Coach, the US leather appurtenances maker, is a classis
instance. Over the past v years, it has lifted all its gross margins by manufacturing
solely in depression-toll markets. In March 2002 it closed its manufacturing plant in Lares, Puerto Rico, its
final company-owned constitute, and outsources all its products.
Burberry has many Asian licensing arrangements. In 2000 it decided to renew
Sanyo's Japanese licence for twenty ten years. This means that virtually half of Burberry's
sales at retail value will proceed to exist produced nether licence in Asia. At the same fourth dimension
nonetheless, Japanese consumers prefer the group's European-made products.
Sanyo is now creating to this demand for a snob alternative to the Burberry
products fabricated in its factories across Asia past opening a flagship shop in Tokyo's Ginza,
where it sells Burberry products imported from Europe.
In interviews with the FT, many executives says the summit luxury brands will
continue to exist seen, particularly in Asia, as European. Domenico De Sole of Gucci says "
The Asian Consumer really dos believe – whether information technology's true or not – that luxury comes
from Europe and must be made at that place to be the best.'
Serge Weinberg, Master Executive of Pinault Printemps Redoute, which controls
Gucci, says it will not move Gucci's production of shore. Yet some in the manufacture
recognize that change may be round the corner even for the superluxury brands. Patrizio
Bertelli, Primary Executive of Prada, says:' The "Made in Italy" label is of import but what
nosotros are really offering is a way, and fashion is an expression of culture.' He therefore
recognizes that quality way items may not always demand to exist produced in italy.
From the Financial Times
Fiscal TIMES
World Business Newspaper
C Which of these statements are true? Correct the false ones.
1. Motorcoach has no longer manufacturing plant in Puerto Rico. (true)
two. Coach, like many other companies, is outsourcing its production to reduce
costs. (true)
3. Some Japanese people choose to buy Burberry products fabricated in Europe rather
than in Nippon. (truthful)
4. Sanyo's store in Tokyo sells Burberry's product made in Asia. (false)
5. According to Domenico De Solle, the all-time luxury products are fabricated in Nippon.
(simulated)
6. Gucci is planning to outsource some of its products. (false)
7. Partizio Bertelli believes that luxury fashion products should always be made in
Europe (false)
viii. Amitava chattopadhyay says that companies need to pay careful attention to
where they manufacture their products. (truthful)
C. Choose the all-time summary of the article.
a. Most manufacturers of luxury brands practice non wish to produce their goods in lowcost
countries because their believe that it will damage their brand epitome.
b. Most manufacturers of top brands now produce their goods in depression cost countries.
Consumers no longer care about where the products are manufactured.
c. Asian consumers think that European luxury appurtenances are of high quality. The
current trend of making such appurtenances in Asia could damage the reputation of these
luxury brands.
Language Review
Present uncomplicated and present continuous.
The Present simple and Present continuous have several uses.
• We employ the present unproblematic to give factual data, for example about
company activities.
Coach outsources all its products.
Does Burberry outsource its products?
• Nosotros apply the present simple to talk well-nigh routine activities or habits.
I always buy Armani suits. Do you normally buy designer brands?
• Nosotros use the nowadays continuous to talk about ongoing situations and projects.
Sanyo is at present reacting to this need.
• Nosotros use nowadays contiuous to talk about temporary situations.
We are testing a new brand at the moment.
A. Which of the time expressions beneath do we normally apply with the present uncomplicated?
Always, equally a rule, generally, normally, usually, oft, never, regularly, sometimes,
seldom, nowadays, when, frequently, every 24-hour interval, now and then, etc
B. Which of the time expressions do we ordinarily apply with the present continuous?
Now, today, right now, at nowadays, tonight, tomorrow, this afternoon, soon, in a few
days, this morn, etc
Which are used with both?
Usually (Simple present tense)
this year (Unproblematic present continuous tense)
every day (Simple nowadays tense)
now (Simple present continuous tense)
Often (Elementary present tense)
present (Simple present tense and Elementary present continuous tense)
in one case a month (Simple present tense)
Currently (Uncomplicated present continuous tense)
at the moment (Simple present continuous tense)
these days (Simple nowadays continuous tense)
C. Complete these sentences with the present simple or the present continuous
forms of the verbs in brackets.
1.a. This twelvemonth we trying (try) to develop a brand with personality.
b. We commonly develop (develop) brands that say something.
2. a. Powerful make names create (create) stiff costumer loyalty.
b. At the moment we looking (look) for a new brand proper noun that suggests something
almost the product'due south benefits and qualities.
3. a. 50'Oreal sells (sell) cosmetics and toiletries to customers effectually the world.
b. This year 50'Oreal investing (invest) over 180£m in R & D.
4. a. The marketing department ever go on (continue) within its upkeep.
b. Considering the company made a loss terminal year, the marketing section try (try) to
reduce costs.
D. Consummate the text below with the present unproblematic or present continuous forms of
the verbs in brackets.
At the moment I working (work) for a cosmetics company. We offering a total range of
corrective products and sell (sell) cosmetics and toiletries effectually the world. Our main
cosmetics brand dominate (dominate) the French market and information technology doing (do) well in the rest
of Europe at the moment, too. In fact, the brand become (go) more and more popular
throughout the world and our market share abound (grow) everyday.
Nosotros usually develop (develop) and extend (extend) productsunder our existing brand
proper name. The make is distinctive and stands(stand up) out from the competition. However, this
year nosotros creating (create) a completely new brand of cosmetics.
Discussion
Two Promotions
A.Work in pairs. Pupil A reads case 1 and answers the questions. Student B read
Example 2 and answer the questions.
Case 1 : Harley Davidson.
In 2003 the Harley Davidson brand was 100 years erstwhile. Although its make paradigm is based
on the spirit of wild and rebellious youth such as Marlon Brando in the pic The Wild
One (1954), the typical consumer is very different. They are likely to be rich, middleaged
accountants trying to recapture their youth. The average historic period of Harley Davidson
customers is 46 compared with 36 for the balance of the motorbike industry. At the party to
celebrate the centenary, the surprise performance was actually Elton John, rather than the
Rolling Stones who many people had expected. This acquired many of the 150,000 riders
and dealers to leave the event very unhappy. Although sales and earnings for Harley
Davidson have been increasing for the past 18 years, many people see the trouble on the
road ahead. The trouble is Harley Davidson's typical customers from the baby –boom
generation (1946 – 1964) and, as these customers become older, Harley Davidson may find its
market place shrinking.
1. What is the brand image of Harley Davidson? Brand paradigm of Harley
Davidson is based on the spirit of wild and rebellious youth such every bit
Marlon Brando in the film The Wild One (1954)
two. Why were many people unhappy about the music at the party? Because, at
the party to celebrate the centenary, the surprise performance was
actually Elton John, rather than the Rolling Stones who many people had
expected
iii. What problem could have Harley Davidson accept in the time to come? The
problem is market shrinking, because Harley Davidson's typical
customers from the baby –boom generation (1946 – 1964) and, as these
customers get older
four. What can Harley Davidson fo to preserve it sales? Should information technology change its
brand image? Should it look for a new market segments? Should it stretch
its brand? My opinion is Harley Davidson should look for a new marketplace
segment
Case 2 : JCB
JCB is a world-famous engineering company. It was founded in 1945 by Joseph Cyril
Bamford. He began his business organisation working alone in a small garage. JCB makes
construction and agronomical equipment such as tractors, globe-moving vehicles, and
loading machines. At present its world headquarters in England is ane of the finest
engineering factories in Europe. The visitor produces over 130 unlike models on
iv different continents and sells a full range of equipment in over 150 countries. It is
truly a global brand.
JCB'south research showed that its customers associated with the visitor with the
following brand values :'xanthous,'digger', and 'durable'. Developed saw the brand and being
functional. Children, on the other hand, saw the brand equally 'big', 'muddy' and 'fun'. JCB
made a conclusion to stretch its brand.
i. Where does the name JCB come from? JCB come from the name of Joseph Cyril
Bamford. He is founded a globe-famous engineering company(JCB)
2. What was surprising about JCB's customer inquiry? JCB'south enquiry showed
that its customers associated with the company with the following make values
:'yellow,'digger', and 'durable'
3. What sort of products do you remember JCB developed equally a result of its research? JCB
makes construction and farm machinery such as tractors, earth-moving
vehicles, and loading machines.
iv. Tin can you lot think of a similar example of brand-stretching in your country?
Useful Language
Unit 2
TRAVEL
A. Answer these questions individually. Then compare your answers with a partner.
i. How often practice yous travel past air, road and body of water? I often travel past the road.
2. What do you enjoy about traveling? What don't you savor? I enjoy my travelling
considering I volition know a lot of new place, so I accept new experience from my
travelling. I don't enjoy my travelling because I had a worst experience from
some place i trip before
3. Put the following in order of importance to you when you travel?
Comfort , condom, price, reliability, speed
1. Safe
2. Condolement
3. Toll
4. Reliability
5. Speed
four. Does the society modify for unlike types of travel? Yes. It does
B. Choose the right give-and-take from the box to complete the following list of things
which irritate people when flying.
Seats ,trolleys, queues, luggage
Room ,cancellations, food, jet
1. Not plenty leg trolleys
ii. lost or delayed seats
3. long queues at check in
4. poor quality nutrient and beverage
five. no baggage room bachelor.
vi. overbooking of luggage
7. flight delays and cancellations
8. jet -lag
Vocabulary
British and American English
A. Match the words and phrases below which have the same meaning. For each pair
decide which is British English language and which is American English.
1. Subway (H) a. state highway
2. metropolis centre (M) b. lift
iii. behave-on luggage (I) c. public toilet
iv. one way (F) d. schedule
5. render (J) e. economy class.
six. Freeway (A) f. unmarried
7. rest room (C) g. parking lot
8. elevator (B) h. underground
9. coach course (Due east) i. hand luggage
10. timetable (D) j. round trip
eleven. car park (Yard) yard. downtown.
B.Work in pairs. Utilise words or phrases in American English from do A to
complete the text beneath.
My last overseas business trip wasa nightmare from start to finish. First of all there was a
filibuster on the style to the airdrome as there was an accident on the motorway When I got
there I found the lower level of the airport public toilet was flooded. Next my hand
baggage was closed and there were no cabs at all. Later long time trying to read the
schedul e and waiting for twoscore minutes, we finally got a passenger vehicle economic system course and found the
hotel, only the lift wasn't working and our rooms were on the 5th floor.
Reading
Air Rage
A. Answer these questions before you read the article.
i, What was your worst experience when traveling past air? My worst experience when traveling past air is when the weather is of a sudden be bad. The plane was shaking like it would be falling down soon.
two. Why practise some people get angry when they are traveling on a plane? they get angry if their plane is beingness delayed and the don't have assurance when the airplane volition be depart.
Road ragers in the heaven
By Derek Brown
Airlines and their long-suffering customers are reporting a steep climb in air rage
incidents. Some incidents are plain acquired by problems which are familiar to many
regular travellers. One case reported from America stemmed from an interminable delay
in takeoff, when passangers were cooped upwards in their aircraft on the tarmac or our hours,
without food, potable or data. Mass unrest is less common the individual
misbehaviour, every bit in the case of the convict who recently went crazy on a flight, attacked
the crew and tried to open up the door in mind flight.
The psychology of air rage is a new are o study, and there are near equally many
explanations as examples. Virtually analysis of the phenomenon blame booze, but many
people at present think that the airlines are at fault. To cut costs, they are cramming ever more
passangers into their shipping, while reducing cabin crew, training, and quality of service,
all o which increase passenger frustration. In addition, in that location are increasing concern in the
US about another cost-cutting practice, which could seriously damage passengers' health:
motel ventilation.
I. Modern aircraft are equipped with sophisticated air conditioning devices –
but running them at.optimum chapters burns up valuable aviation fuel.
Many airlines routinely instruct their flying crews to run the systems on
minimum settings. Champaignes for improved air quality merits that this
can lead to irritability and disorientation.
In the US, the soaring number of rider complaints across a wide range of
issues is reflected in a number of new internet sites which criticize the airline and demand
amend service. One of the sites is demanding an air passengers' Neb of Rights.
Cabin and flight crews, who are in the front line of the battle against disruptive
and unsafe in-flight behaviour, have called for stiffer penalties confronting the offenders.
Management have as well chosen or legislation – while denying that its toll-cut practices
have contributed to the problem. But there are some signs, in the US at least, that the
airlines are at last attempting to respond to client dissatisfaction. Some major lines
accept announced concessions to the most frequent complaint for all, and are removing
seats to brand more room for their customers.
Exercise:
A.Consummate EACH DIALOGUE WITH THE Right FROM OF GOING TO
OR WILL
one A.I'thousand actually distressing,I can't take you to the station .Something has just come up
B.Oh,don't worry,I will take (take) a taxi
2 A.Nosotros've chosen a proper name 4 new low-cost airline
B.Really,What will you phone call (y'all/call) it?
3 A.Take you lot decided how to increase the number of passengers?
B.Yes,we are going to offer (offering) a family discount at weekends.
4 A.I can't transport an e-mail to the travel agent;my reckoner's merely crashe
B.Write down your details and I will fax (fax) them over for you.
v A.How's your daughter?
B.She's fine. She is going to learn (learn) to be a pilot for the flying md
service next yr!
B.Use THE Nowadays CONTINUOUS OR THE PRESENT SIMPLE TO Consummate
THE SENTENCES Beneath
ane.His flying arrives / is arriving at 9 o'clock tomorrow morning.
2.We're staying / stay at the Hilton Hotel for next month'southward sales briefing.
3.The next seminar is commencement / begins at 3 p.m
four.I travel / am travelling by train from Paris to London side by side time.
5.The boat is parting / departs at midday so yous accept the whole morning time to get ready.
6.The delegation from Mainland china are seeing / see the Chairman the following Monday
C.Work IN PAIRS.TAKE TURNS TO Consummate THE SENTENCES BELOW.USE
GOING TO,WILL,THE PRESENT CONTINUOUS OR THE Present Elementary.
1.I'm lamentable,I tin't attend the sales meeting tomorrow, I'yard going to meet my mother
2.The marketing section have decided on their travel plans for the next month and I will accept the plans
3The trains are delayed because of bad weather,so we will wait until the train is ready
4.Don't worry if y'all can't drive me to airport, I will take a taxi
v.I've got the details of your flight to Turkey which you lot volition become past
6.Oh,no!In that location's been an blow and the traffic will be very crowded
Source: https://naelpardosi.wordpress.com/2009/11/23/business-english-taken-from-maket-leader/
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