整合剑桥商务英语unit9.ppt
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1、Module 9,Contents,9.1 branding 9.2 getting through,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 exp
2、lain why you 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,Translation Scan the text Complete the article with the phrases Underline any smell Examples of how
3、companies have used these smells Synonyms for the word smell Text study title,句子翻译:A-G,A. 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,使游客的脚步不由自主的走向一家地点偏僻的冰激凌店 B. that his grandmother used to make C. which ty
4、pically includes more than six smells,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 E. when it began twelve years ago 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种香气联系 G. who walk around reception will get a whiff of a
5、 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饼香味,Language points,What is that smell? 那是什么味道? 闻香而动 香气与品牌,Para 1,Van Epps 范艾普 Bree .Van De Camp _ 布里范德坎普,Briefcase 手提箱 Take off将取走 Strip 条状物, paper strip 纸条 Smell of Sugar and butter 带有黄油味道的香甜气息 Fragrance芳香,花香 ScentAir 芬芳空气 The scent of a woman Brand i
6、dentity 品牌识别,Para 2,Jingle广告歌 In the mood Vanilla and mandarin香草-柑橘味 Mandarin Language 普通话 Mandarin duck 鸳鸯 Mandarin Orange橘子 Get a whiff of 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?,Fragrance as a marketing tool Sony Doubletree Hotel Procto
7、r and Gamble,Para 3 Custom 定制的 Quadruple 成为四倍的 Para 4 Liquid aroma 芳香剂 Cartridge芯式容器,套筒 Dial调节控制器 Refill 重新装满 Out-of-the-way 偏僻的,不为人知的,Para 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
8、都打。一个产品如果闻起来舒服,人们就会认为他是好产品,Underline any smell Sugar and butter带有黄油味道的香甜气息 Vanilla and mandarin香草-柑橘味 White tea Lavender cherry,Examples 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 shopper
9、s wait longer Visit an out-of-the-way ice cream shop (Hard Rock Hotel) Create the perception that the product is good Mobil phone keypad (LG) On billboards (L,Oreal),Synonyms 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 brandin
10、g,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 believe is,One thing that interests me about this is that smell can have such an effect on human
11、s.,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.,Reading: Chinese luxury obsession,Read about luxury brands in China. Each line contains one mistake (including
12、punctuation). Correct it.,Chinese luxury obsession 0. When that many people visit cities 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 consum
13、ers, 2. the worlds top brands attract twenty- and thirty-somethings what, in a recent survey, 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 Vuitt
14、on or Gucci. She explains the reason when: I think a 6. bag worth 10,000 yuan is more suitable 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 purchase
15、d 9. nowadays, is 40% compared to only 4% globally.,which,where,who,whose,delete comma,why,which,where,delete comma,Boutique Big-spending Monthly salary Louis Vuitton Gucci Chanel Burberry Prada,9.2 Getting through,Vocabulary: Telephone words,Speaking: Making phone calls,Reading: Email marketing,4,2
16、,3,5,Writing: Correcting and rewriting,Vocabulary: Telephone words,1,Listening9.2,Listening 9.2,Key words Customer care Statement Repayment 偿还 Account number Bear with Go through Call back,3. Another person speaks to an operator at GH Loans Customer Care. Complete the form below with the callers inf
17、ormation.,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: Call her back on (7)_ at (8)_.,GH Customer Care,Abi Kaye,TI3662,21st April 1981,loan early last month,statement,five t
18、housand 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 from the last exercises.,suit call/back bear with me So that was put/through hold unavailable take take one put/on hold,1
19、) 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 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 yo
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