Business English
(Taken from MAKET LEADER)
UNIT 1
BRANDS
A. List some of your favourite brands. Then answer these questions.
1. Are they International or national brands?
Answer: They are International brands
2. What image and qualities does each one have? Use the following words and phrases to help you.
Answer: I like them because of they are reliable
3. Why do people buy brands?
Answer: People usually buy brands because of their quality and their luxury. If compare to national brands, of course that international brands are much more expensive. But it isn’t a big problem for those who are looking for a satisfaction.
4. Why do you think some people dislikes brands?
Answer: I think some of people dislikes brands because of their price, and maybe some of them think that national brands are as good as international brands.
5. How loyal are you to the brands you have chosen?
For example, when you buy jean, do you always buy Levi’s
Answer: I’m not a shopaholic, so I’m not a kind of person who is loyal to buy brands. I usually buy brands based on a situation and needed.
B. A recent survey named the brands below as the world’s top ten. Which do you think is number one? Rank the others in order.
Answer:
1. Microsoft
2. Mercedes
3. Intel
4. Nokia
5. Disney
6.Mc Donald’
7. General Electric
8. Coca-cola
9. IBM
10. Marlboro
Vocabulary
Brand Management
A. Match these word partnerships to their meanings.
Answer:
1. Loyalty : J. the length of time people continue to buy a product
2. Image : C. The ideas and beliefs people have about a brand
3. Stretching : B. using an existing name on another type of product
4. Awareness : E. How familiar people are with a brand
5. Name : A. The name given to a product by the company that makes it
6. Launch : I. The introduction of a product to the market
7. Lifecycle : D. The tendency to always buy a particular brand
8. Range : F. the set of products made by a company
9. Placement : H. When products are used in films or TV programs
10. Endorsement : G. The use of a well-known person to advertise products
B. Complete these sentences with word partnerships from exercise A
BRAND
1. the creation of Virgin Cola, Virgin Air, Virgin Rail and Virgin bride is an example of …brand streching……….
2. Consumers who always buy Levi’s when they need a new pair of jeans are showing brands awareness
3. Not enough people recognize our logo; we need to spent a lot more on raising brand image
PRODUCT
1. David Beckham advertising Vodafone is an example of …product endorsement……
2. A product launch consists of introduction, growth , maturity and decline.
3. The use of BMW cars and Nokia phones in James Bond films are examples of product placement
C. Make sentences of your own using the word partnerships in Exercise A.
Answer:
1. My friends always showing their brands awareness by always buy Nike shoes.
2. Mercedes is an image of luxurious car.
3. To gain the popularity, they launch their new products.
Reading
Outsourcing Production
A. Why do some companies make luxury products abroad rather than at home?
Answer: Some companies make luxury products abroad rather than at home to raise their income on export side.
B. Read the article and answer these questions.
1. Which brands are mentioned? Do you know which country each is from?
Answer: Burberry (Italy), Coach (US), Prada (Italy), Gucci (Italy)
2. Which companies make all of their products in their own country?
Answer: Prada makes all of their products in their own country
Made in Europe
By Jo Johnson, Fred Kapner and Richard McGregor
Almost every fashion label outside the top super-luxury brands is either already manufacturing in Asia or thinking of it. Coach, the US leather goods maker, is a classis example. Over the past five years, it has lifted all its gross margins by manufacturing solely in low-cost markets. In March 2002 it closed its factory in Lares, Puerto Rico, its last company-owned plant, and outsources all its products.
Burberry has many Asian licensing arrangements. In 2000 it decided to renew Sanyo’s Japanese licence for 20 ten years. This means that almost half of Burberry’s sales at retail value will continue to be produced under licence in Asia. At the same time however, Japanese consumers prefer the group’s European-made products.
Sanyo is now creating to this demand for a snob alternative to the Burberry products made in its factories across Asia by opening a flagship store in Tokyo’s Ginza, where it sells Burberry products imported from Europe.
In interviews with the FT, many executives says the top luxury brands will continue to be seen, particularly in Asia, as European. Domenico De Sole of Gucci says “ The Asian Consumer really dos believe – whether it’s true or not – that luxury comes from Europe and must be made there to be the best.’
Serge Weinberg, Chief Executive of Pinault Printemps Redoute, which controls Gucci, says it will not move Gucci’s production of shore. Yet some in the industry recognize that change may be round the corner even for the superluxury brands. Patrizio Bertelli, Chief Executive of Prada, says:’ The “Made in Italy” label is important but what we are really offering is a style, and style is an expression of culture.’ He therefore recognizes that quality fashion items may not always need to be produced in italy.
Amitava Chattopadhyay, professor of marketing at Insead, the business school, says:’ A brand is a set of associations in the mind of the consumer and one of these is the country of origin. . For luxury goods, the role of the brand is crucial. To damage it is a cardinal sin and no brand manager will want to get the balance between manufacturing location and the brand image wrong’.
From the Financial Times
FINANCIAL TIMES
World Business Newspaper
C Which of these statements are true? Correct the false ones.
1. Coach has no longer factory in Puerto Rico.[TRUE]
2. Coach, like many other companies, is outsourcing its product to reduce costs. [TRUE]
3. Some Japanese people choose to buy Burberry products made in Europe rather than in Japan. [TRUE]
4. Sanyo’s store in Tokyo sells Burberry’s product made in Asia.[FALSE]
5. According to Domenico De Solle, the best luxury products are made in Japan.[FALSE]
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]
8. Amitava chattopadhyay says that companies need to pay careful attention to where they manufacture their products. [TRUE]
C. Choose the best summary of the article.
a. Most manufacturers of luxury brands do not wish to produce their goods in low-cost countries because their believe that it will damage their brand image.
b. Most manufacturers of top brands now produce their goods in low cost countries. Consumers no longer care about where the products are manufactured.
c. Asian consumers think that European luxury goods are of high quality. The current trend of making such goods in Asia could damage the reputation of these luxury brands.
Language Review
Present simple and present continuous.
The Present simple and Present continuous have several uses.
• We use the present simple to give factual information, for example about company activities.
Coach outsources all its products.
Does Burberry outsource its products?
• We use the present simple to talk about routine activities or habits.
I always buy Armani suits. Do you usually buy designer brands?
• We use the present continuous to talk about ongoing situations and projects.
Sanyo is now reacting to this demand.
• We use present contiuous to talk about temporary situations.
We are testing a new brand at the moment.
A. Which of the time expressions below do we usually use with the present simple?
Answer: Usually, often, currently, nowadays
Which of the time expressions do we usually use with the present continuous?
Answer: At the moment, nowadays, these days now
Which are used with both?
Answer: Nowadays
Usually this year every day now
Often nowadays once a month
Currently at the moment these days
B. Complete these sentences with the present simple or the present continuous forms of the verbs in brackets.
1. a. This year we are trying to develop a brand with personality.
b. We usually develop brands that say something.
2. a. Powerful brand names create strong costumer loyalty.
b. At the moment we are looking for a new brand name that suggests something about the product’s benefits and qualities.
3. a. L’Oreal sells cosmetics and toiletries to customers around the world.
b. This year L’Oreal is investing over 180£m in R & D.
4. a. The marketing department always keeps within its budget.
b. Because the company made a loss last year, the marketing department is trying to reduce costs.
C. Complete the text below with the present simple or present continuous forms of the verbs in brackets.
At the moment I am working for a cosmetics company. We offer a full range of cosmetic products and sell cosmetics and toiletries around the world. Our main cosmetics brand dominates the French market and it is doing well in the rest of Europe at the moment, too. In fact, the brand becomes more and more popular throughout the world and our market share grows everyday.
We usually develop and extend products under our existing brand name. The brand is distinctive and stands out from the competition. However, this year we are creating a completely new brand of cosmetics.
Discussion
Two Promotions
A.Work in pairs. Student A reads case 1 and answers the questions. Student B read Case 2 and answer the questions.
Case 1 : Harley Davidson.
In 2003 the Harley Davidson brand was 100 years old. Although its brand image is based on the spirit of wild and rebellious youth such as Marlon Brando in the film The Wild One (1954), the typical consumer is very different. They are likely to be rich, middle-aged accountants trying to recapture their youth. The average age of Harley Davidson customers is 46 compared with 36 for the rest 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 caused 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 problem is Harley Davidson’s typical customers from the baby –boom generation (1946 – 1964) and, as these customers get older, Harley Davidson may find its market shrinking.
1. What is the brand image of Harley Davidson?
Answer: The brand image of Harley Davidson is based on the spirit of wild and rebellious youth such as Marlon Brando in the film The Wild One (1954).
2. Why were many people unhappy about the music at the party?
Answer: Because the surprise performance was actually Elton John, rather than the Rolling Stones who many people had expected.
3. What problem could have Harley Davidson have in the future?
Answer: . The problem is Harley Davidson’s typical customers from the baby –boom generation (1946 – 1964) and, as these customers get older, Harley Davidson may find its market shrinking.
4. What can Harley Davidson fo to preserve it sales? Should it change its brand image? Should it look for a new market segments? Should it stretch its brand?
Answer: I think Harley Davidson should look for new fresh movement, but still don’t change its brand image. Harley can also look for a new market segments
Case 2 : JCB
JCB is a world-famous engineering company. It was founded in 1945 by Joseph Cyril Bamford. He began his business working alone in a small garage. JCB makes construction and agricultural equipment such as tractors, earth-moving vehicles, and loading machines. Now its world headquarters in England is one of the finest engineering factories in Europe. The company produces over 130 different models on four different continents and sells a full range of equipment in over 150 countries. It is truly a global brand.
JCB’s research showed that its customers associated with the company with the following brand values:’yellow,’digger’, and ‘durable’. Adult saw the brand and being functional. Children, on the other hand, saw the brand as ‘big’, ‘muddy’ and ‘fun’. JCB made a decision to stretch its brand.
1. Where does the name JCB come from?
Answer: The name JCB comes from the name of its founder (Joseph Cyril Bamford).
2. What was surprising about JCB’s customer research?
Answer: JCB’s research showed that its customers associated with the company with the following brand values :’yellow,’digger’, and ‘durable’.
3. What sort of products do you think JCB developed as a result of its research?
Answer: JCB makes construction and agricultural equipment such as tractors, earth-moving vehicles, and loading machines.
4. Can you think of a similar example of brand-stretching in your country?
Answer: Nothing.
Useful Language
Asking for opinions Agreeing Making suggestions
How do you feel about…..? That’s true I think we should….
What do you think? I agree How about… ?
What’s your opinion? Absolutely / exactly Why don’t we … ?
What’s your view? I think so too. Perhaps we could….
Giving opinions Disagreeing
I think……./ I don’t think ……… I see / know what you mean, but….
In my opinion……. I’m afraid I can’t agree
Maybe, but…
UNIT 2
TRAVEL
A. Answer these questions individually. Then compare your answers with a partner.
1. How often do you travel by air, road and sea?
Answer: Not so often. Maybe twice in a year
2. What do you enjoy about traveling? What don’t you enjoy?
Answer: The scenery when I am on journey in a trip. But I don’t like to travel when the place is to far away, and need so much time to get there, because I am a kind of person who is easily getting bored.
3. Put the following in order of importance to you when you travel?
Comfort safety price reliability speed
Answer: Safety, reliability, price, comfort, speed
4. Does the order change for different types of travel?
Answer: No, it doesn’t
B. Choose the correct word 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 enough leg room
2. lost or delayed luggage
3. long queues at check in
4. poor quality food and drink
5. no baggage trolleys available.
6. overbooking of seats
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 and which is American English.
1. Subway a. motorway
2. city centre b. lift
3. carry-on baggage c. public toilet
4. one way d. schedule
5. return e. economy class.
6. freeway f. single
7. rest room g. parking lot
8. elevator h. underground
9. coach class i. hand luggage
10. timetable j. round trip
11. car park k. downtown.
Answer:
1. Subway = h. underground
2. City centre = k. downtown.
3. Carry-on baggage = i. hand luggage
4. One way = f. single
5. Return = j. round trip
6. Freeway = a. motorway
7. Rest room = c. public toilet
8. Elevator = b. lift
9. Coach class = e. economy class.
10. Timetable = d. schedule
11. Car park = g. parking lot
B.Work in pairs. Use words or phrases in American English from exercise A to complete the text below.
My last overseas business trip was a nightmare from start to finish. First of all there was a delay on the way to the airport as there was an accident on the city centre. When I got there I found the lower level of the airport Subway was flooded. Next my carry-on baggage was closed and there were no cabs at all. After long time trying to read the schedule and waiting for forty minutes, we finally got a bus Coach class and found the hotel, but the lift wasn’t working and our rooms were on the fifth floor.
Reading
Air Rage
A. Answer these questions before you read the article.
1, What was your worst experience when traveling by air?
Answer: Fortunately nothing
2. Why do some people get angry when they are traveling on a plane?
Answer: Maybe because of their panic
Road ragers in the sky
By Derek Brown
Airlines and their long-suffering customers are reporting a steep climb in air rage incidents. Some incidents are apparently caused 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 up in their aircraft on the tarmac or our hours, without food, drink or information. Mass unrest is less common the individual misbehaviour, as in the case of the convict who recently went crazy on a flight, attacked the crew and tried to open the door in mind flight.
The psychology of air rage is a new are o study, and there are almost as many explanations as examples. Most analysis of the phenomenon blame alcohol, but many people now think that the airlines are at fault. To cut costs, they are cramming ever more passangers into their aircraft, while reducing cabin crew, training, and quality of service, all o which increase passenger frustration. In addition, there are increasing concern in the US about another cost-cutting exercise, which could seriously harm passengers’ health: cabin ventilation.
I. Modern aircraft are equipped with sophisticated air conditioning devices – but running them at.optimum capacity burns up valuable aviation fuel. Many airlines routinely instruct their flight crews to run the systems on minimum settings. Champaignes for improved air quality claim that this can lead to irritability and disorientation.
In the US, the soaring number of passenger complaints across a wide range of issues is reflected in a number of new internet sites which criticize the airline and demand better service. One of the sites is demanding an air passengers’ Bill of Rights.
Cabin and flight crews, who are in the front line of the battle against disruptive and dangerous in-flight behaviour, have called for stiffer penalties against the offenders. Management have also called or legislation – while denying that its cost-cutting 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 customer dissatisfaction. Some major lines have announced concessions to the most frequent complaint for all, and are removing seats to make more room for their customers.
Exercise:
A.COMPLETE EACH DIALOGUE WITH THE CORRECT FROM OF GOING TO
OR WILL
1 A.I’m really sorry,I can’t take you to the station .Something has just come up
B.Oh,don’t worry,I will take a taxi
2 A.We’ve chosen a name four new low-cost airline
B.Really,What are you going to call it?
3 A.Have you decided how to increase the number of passengers?
B.Yes,we are going to offer a family discount at weekends.
4 A.I can’t send an e-mail to the travel agent;my computer’s just crashe
B.Write down your details and I will fax them over for you.
5 A.How’s your daughter?
B.She’s fine.She is going to learn to be a pilot for the flying doctor service
next Year!
B.USE THE PRESENT CONTINUOUS OR THE PRESENT SIMPLE TO COMPLETE
THE SENTENCES BELOW
1.His flight arrives at 9 o’clock tomorrow morning.
2.We stay at the Hilton Hotel for next month’s sales conference.
3.The next seminar begins at 3 p.m
4.I am travelling by train from Paris to London next time.
5.The boat departs at midday so you have the whole morning to get ready.
6.The delegation from China see the Chairman the following Monday
C.WORK IN PAIRS.TAKE TURNS TO COMPLETE THE SENTENCES BELOW.USE
GOING TO,WILL,THE PRESENT CONTINUOUS OR THE PRESENT SIMPLE.
1. I’m sorry,I can’t attend the sales meeting tomorrow because I am going to celebrate my friends birthday party that day.
2. The marketing department have decided on their travel plans for the next month, they are going to launch their new products to some big cities in Indonesia.
3. The trains are delayed because of bad weather,so the passengers decide to take a break.
4. Don’t worry if you can’t drive me to airport, I will call a taxi.
5. I’ve got the details of your flight to Turkey and I will keep it for you.
6. Oh,no!There’s been an accident and the traffic is very crowded.
Selengkapnya...
