Match these word partnerships to their meanings leader research

Business English

( taken from MAKET LEADER)

UNIT 1

BRANDS

1. List some of your favourite brands. Then answer these questions.

1. Are they International or national brands? They are International Brands
2. What image and qualities does each one have? Use the following words and phrases to help you? Image and qualities of each brands is cool and durable3. Why do people buy brands? Because brands goods have high quality

4. Why do you think some people dislikes brands? Because the brands is not reliable

5. How loyal are you to the brands you have chosen? I am loyal to the brands if product of the brands is well – made, inexpensive, and durable

For example, when you buy jean, do you always buy Levi’s

1. 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.

The answer :

1. Microsoft
2. General Electric
3. Intel
4. Marlboro
5. Coca – cola
6. IBM
7. Mc Donald’s
8. Nokia
9. Disney
10. Mercedes

Vocabulary

Brand Management

1. Match these word partnerships to their meanings.

B R A N D PRODUCT	1. Loyalty	a. the name given to a product by the company that makes it.
2. Image	b. using an existing name on another type of product
3. stretching	c. the ideas and beliefs people have about a brand
4. awareness	d. the tendency to always buy a particular brand
5. name	e. how familiar people are with a brand
6. launch	f. the set of products made by a company
7. lifecycle	g. the use of a well-known person to advertise products
8. range	h. When products are used in films or TV programs
9. placement	i. The introduction of a product to the market
10. endorsement	j. the length of time people continue to buy a product

Answer:

1. J

2. C

3. B

4. E

5. A

6. I

7. D

8. F

9. H

10. G

1. 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 stretching …
2. Consumers who always buy Levi’s when they need 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 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…

1. Make sentences of your own using the word partnerships in Exercise A.

I pay some loyalty to that company because I used their name of products for use in my own products

Reading

Outsourcing Production

1. Why do some companies make luxury products abroad rather than at home? Because they trust about the quality for the products

1. Read the article and answer these questions.
1. Which brands are mentioned? Do you know which country each is from? Burberry (Italy), Coach (US), Prada (Italy), Gucci (Italy)
2. Which companies make all of their products in their own country? 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]

1. Choose the best summary of the article.

1. 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.
2. Most manufacturers of top brands now produce their goods in low cost countries. Consumers no longer care about where the products are manufactured.
3. 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.

*C is the best summary of the article

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? Usually, every day, often, nowadays, once a month

B. Which of the time expressions do we usually use with the present continuous? This year, now, nowadays, currently, at the moment, these days

Which are used with both? Nowadays

Usually this year every day now

Often Nowadays once a month

Currently at the moment these days

1. Complete these sentences with the present simple or the present continuous forms of the verbs in brackets.

1.a. This year we are trying (try) to develop a brand with personality.

b. We usually develop (develop) brands that say something.

2. a. Powerful brand names create (create) strong costumer loyalty.

b. At the moment we are looking (look) for a new brand name that suggests something about the product’s benefits and qualities.

3. a. L’Oreal sells (sell) cosmetics and toiletries to customers around the world.

b. This year L’Oreal is investing (invest) over 180£m in R & D.

4. a. The marketing department always keeps (keep) within its budget.

b. Because the company made a loss last year, the marketing department is trying (try) to reduce costs.

1. Complete the text below with the present simple or present continuous forms of the verbs in brackets.

At the moment I am working (work) for a cosmetics company. We offer a full range of cosmetic products and sell (sell) cosmetics and toiletries around the world. Our main cosmetics brand dominate (dominate) the French market and it is doing (do) well in the rest of Europe at the moment, too. In fact, the brand becomes (become) more and more popular throughout the world and our market share grow (grow) everyday.

We usually develop (develop) and extend (extend) productsunder our existing brand name. The brand is distinctive and stands (stand) out from the competition. However, this year we are creating (create) 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? Brand image 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? 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.
3. What problem could have Harley Davidson have in the future? The problem is Harley Davidson’s typical customers from the baby –boom generation (1946 – 1964) and, as these customers get older
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? My opinion is Harley Davidson should look for a new market segment

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? JCB come from the name of Joseph Cyril Bamford. He is founded a world-famous engineering company(JCB)

2. What was surprising about JCB’s customer research? 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? JCB makes construction and agricultural equipment such as tractors, earth-moving vehicles, and loading machines.

1. Can you think of a similar example of brand-stretching in your country?

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? I often travel by the road, seldom travel by air and never travel by sea
2. What do you enjoy about traveling? What don’t you enjoy? I enjoy my travelling because I will know a lot of new place, so I have new experience from my travelling, and I can relax, make my stress go out

I don’t enjoy my travelling when time to back to home

1. Put the following in order of importance to you when you travel?

Comfort safety price reliability speed

1. safety
2. comfort
3. price
4. realibility
5. speed

1. Does the order change for different types of travel? Yes, It does

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 trolleys
2. lost or delayed seats
3. long queues at check in
4. poor quality foad and drink
5. no baggage room available.
6. overbooking of luaggage
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 [ 6 ]
2. city centre b. lift [ 8 ]
3. carry-on baggage c. public toilet [ 7 ]
4. one way d. schedule [ 10 ]
5. return e. economy class.[ 9 ]
6. freeway f. single [ 4 ]
7. rest room g. parking lot [ 11 ]
8. elevator h. underground [ 1 ]
9. coach class i. hand luggage [ 3 ]
10. timetable j. round trip [ 5 ]
11. car park k. downtown.[ 2 ]

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 motorway When I got there I found the lower level of the airport public toilet was flooded. Next my hand luggage. 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 economy 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? The worst experience is when we came late to the airport only just a few minute from a schedule but our ticket was cancelled

2. Why do some people get angry when they are traveling on a plane? Because the flight

often was a delay, a cancellations, and service from the flight company not satisfy

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 (take) a taxi

2 A.We’ve chosen a name four new low-cost airline

B.Really,What will you call (you/call) it?

3 A.Have you decided how to increase the number of passengers?

B.Yes,we are going to offer (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 (fax) them over for you.

5 A.How’s your daughter?

B.She’s fine.She is going to learn (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’re staying at the Hilton Hotel for next month’s sales conference.

3.The next seminar is begins at 3 p.m

4.I am travelling by train from Paris to London next time.

5.The boat is departs at midday so you have the whole morning to get ready.

6.The delegation from China are seeing 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, I will attend the sales meeting next week

2.The marketing department have decided on their travel plans for the next month, the passenger will get discount for buy ticket 6 month before

3The trains are delayed because of bad weather,so the passenger must be patient wait the train come

4.Don’t worry if you can’t drive me to airport, I will take a taxi

5.I’ve got the details of your flight to Turkey It is going to take along flight to there

6.Oh,no!There’s been an accident and the traffic is very crowded

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? They are National Brands

2. What image and qualities does each one have? Use the following words and phrases to help you. Image and qualities of each brands is cool and fashionable

Value for money             luxurious                timeless             well-made Top of the range                durable               inexpensive                cool      Reliable                                     stylish                 fashionable                sexy

3.  Why do people buy brands? Because the people want to dress stylish and fashionable

4.  Why do you think some people dislikes brands? Because the brands is not reliable

5.  How loyal are you to the brands you have chosen? I will loyal if product of the brands is well-made and have top of range

For example, when you buy jean, do you always buy Levi’s

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.

Marlboro        Nokia              Mercedes        General Electric         Intel

IBM                Microsoft        Coca – cola          Mc Donald’s            Disney

Answer :

1. Coca-cola

2. IBM

3. Microsoft

4. GE

5. Nokia

6. McDonald

7. Intel

8. Disney

9. Mercedez Benz

10. Marlboro

“Taken from Rank of global Brands site”

Vocabulary

Brand Management

A. Match these word partnerships to their meanings.

BRAND PRODUCT	1. Loyalty (J)	a. the name given to a product by the company that makes it.
2. Image (C)	b. using an existing name on another type of product
3. stretching (B)	c. the ideas and beliefs people have about a brand
4. awareness (E)	d. the tendency to always buy a particular brand
5. name (A)	e. how familiar people are with a brand
6. launch (I)	f. the set of products made by a company
7. lifecycle (D)	g. the use of a well-known person to advertise products
8. range (F)	h. When products are used in films or TV programs
9. placement (H)	i. The introduction of a product to the market
10. endorsement (G)	j. the length of time people continue to buy a product

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……….(contoh)

2. Consumers who always buy Levi’s when they need 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 Image

PRODUCT

1. David Beckham advertising Vodafone is an example of …product endorsement…… (contoh)

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.

A. Make 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 about the quality for the products

B. Read the article and answer these questions.

1. Which brands are mentioned? Do you know which country each is from? Burberry

(Italy), Coach (US), Prada (Italy), Gucci (Italy)

2. Which companies make all of their products in their own country? 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)

A. 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?

Always, as a rule, generally, normally, usually, often, never, regularly, sometimes, seldom, nowadays, when, frequently, every day, now and then, etc

B. Which of the time expressions do we usually use with the present continuous?

Now, today, right now, at present, tonight, tomorrow, this afternoon, soon, in a few days, this morning, etc

Which are used with both?

Usually (Simple present tense)

This year (Simple present continuous tense)

Every day (Simple present tense)

Now (Simple present continuous tense)

Often (Simple present tense)

Nowadays (Simple present tense and Simple present continuous tense)

Once a month (Simple present tense)

Currently (Simple present continuous tense)

At the moment (Simple present continuous tense)

These days (Simple present continuous tense)

A. Complete these sentences with the present simple or the present continuous

forms of the verbs in brackets.

1  a. This year we trying (try) to develop a brand with personality.

b. We usually develop (develop) brands that say something.

2 a. Powerful brand names create (create) strong costumer loyalty.

b. At the moment we looking (look) for a new brand name that suggests something

about the product’s benefits and qualities.

3  a. L’Oreal sells (sell) cosmetics and toiletries to customers around the world.

b. This year L’Oreal investing (invest) over 180£m in R & D.

4  a. The marketing department always keep (keep) within its budget.

b. Because the company made a loss last year, the marketing department try (try)  to reduce costs.

A. Complete the text below with the present simple or present continuous forms of

the verbs in brackets.

At the moment I working (work) for a cosmetics company. We offer a full range of cosmetic products and sell (sell) cosmetics and toiletries around the world. Our main cosmetics brand dominate (dominate) the French market and it doing (do) well in the rest of Europe at the moment, too. In fact, the brand become (become) more and more popular throughout the world and our market share grow (grow) everyday.

We usually develop (develop) and extend (extend) productsunder our existing brand name. The brand is distinctive and stands(stand) out from the competition. However, this year we creating (create) 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? 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? 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

3. What problem could have Harley Davidson have in the future? The problem ismarket shrinking, because Harley Davidson’s typical customers from the baby –boom generation (1946 – 1964) and, as these customers get older

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? My opinion is Harley Davidson should look for a new market segment

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? JCB come from the name of Joseph Cyril Bamford. He is founded a world-famous engineering company(JCB)

2. What was surprising about JCB’s customer research? 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? 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?

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? I often travel by the air.

2. What do you enjoy about traveling? What don’t you enjoy? I enjoy my travelling because I will know a lot of new place, so I have 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 safety           price reliability speed

Safety    Comfort     Price       Reliability      Speed

4. Does the order change for different types of travel? Yes. It does

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 trolleys

2. lost or delayed seats

3. long queues at check in

4. poor quality food and drink

5. no baggage room available.

6. 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 and which is American English.

1. Subway (H)                                     a. motorway

2. city centre (K)                               b. lift

3. carry-on baggage (I)                  c. public toilet

4. one way (F)                                    d. schedule

5. return (J)                                        e. economy class.

6. Freeway (A)                                   f. single

7. rest room (C)                                 g. parking lot

8. elevator (B)                                    h. underground

9. coach class (E)                               i. hand luggage

10. timetable (D)                                j. round trip

11. car park (G)                                   k. downtown.

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 motorway When I got there I found the lower level of the airport public toilet was flooded. Next my hand luggage 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 economy 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? I don’t worst experience when

travelling by air, because I have never travelling by air

2. Why do some people get angry when they are traveling on a plane? Because the flight

often was a delay, a cancellations, and service from the flight company not satisfy

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.

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 (take) a taxi

2   a. We’ve chosen a name four new low-cost airline

b. Really,What will you call (you/call) it?

3   a. Have you decided how to increase the number of passengers?

b. Yes,we going to offer (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 (fax) them over for you.

5   a. How’s  your daughter?

b. She’s fine.She going to learn (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 / is arriving at 9 o’clock tomorrow morning.

2. We’re staying / stay at the Hilton Hotel for next month’s sales conference.

3. The next seminar is beginning / begins at 3 p.m

4. I travel / am travelling by train from Paris to London next time.

5. The boat is departing / departs at midday so you have the whole morning to get ready.

6. The delegation from China are seeing / 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…….

2. The marketing department have decided on their travel plans for the next month…….

3 The trains are delayed because of bad weather,so…………….

4. Don’t worry if you can’t drive me to airport,………………..

5. I’ve got the details of  your flight to Turkey……………….

6. Oh,no!There’s been an accident and the traffic is very

TASKS FROM MR. MUHAMAD KHOLIQ

I. Business Letter

1. What do you know about Business Letter!

2. Please describe and elaborate

a. Style of Business Letter

b. Parts of Business Letter

c. What is the difference between Full Block Style, Block Style, Semi-Block Style?

Answer :

1. A business letter is a letter written in formal language, usually used when writing

from one business organization to another, or for correspondence between such

organizations and their customers, clients and other external parties. The overall style

of letter will depend on the relationship between the parties concerned.

2 a. Style of Business Letter

– Full Block Style

– Block Style

– Semi-Block Style

2 b. Parts of Business Letter

Business letters (in the United States) usually contain the following elements, in order:

1. Return Address: If your stationery has a letterhead, skip this. Otherwise, type your name, address and optionally, phone number. These days, it’s common to also include an email address.
2. Date: Type the date of your letter two to six lines below the letterhead. Three are standard. If there is no letterhead, type it where shown.
3. Reference Line: If the recipient specifically requests information, such as a job reference or invoice number, type it on one or two lines, immediately below the Date (2). If you’re replying to a letter, refer to it here. For example,

–       Re: Job # 625-01

–       Re: Your letter dated 1/1/200x.

1. Special Mailing Notations: Type in all uppercase characters, if appropriate. Examples include

–       SPECIAL DELIVERY

–       CERTIFIED MAIL

–       AIRMAIL

1. On-Arrival Notations: Type in all uppercase characters, if appropriate. You might want to include a notation on private correspondence, such as a resignation letter. Include the same on the envelope. Examples are

–       PERSONAL

–       CONFIDENTIAL

1. Inside Address: Type the name and address of the person and/or company to whom you’re sending the letter, three to eight lines below the last component you typed. Four lines are standard. If you type an Attention Line (7), skip the person’s name here. Do the same on the envelope.
2. Attention Line: Type the name of the person to whom you’re sending the letter. If you type the person’s name in the Inside Address (6), skip this. Do the same on the envelope.
3. Salutation: Type the recipient’s name here. Type Mr. or Ms. [Last Name] to show respect, but don’t guess spelling or gender. Some common salutations are

–       Ladies:

–       Gentlemen:

–       Dear Sir:

–       Dear Sir or Madam:

–       Dear [Full Name]:

–       To Whom it May Concern:

1. Subject Line: Type the gist of your letter in all uppercase characters, either flush left or centered. Be concise on one line. If you type a Reference Line (3), consider if you really need this line. While it’s not really necessary for most employment-related letters, examples are below.

–       SUBJECT:  RESIGNATION

–       LETTER OF REFERENCE

–       JOB INQUIRY

1. Body: Type two spaces between sentences. Keep it brief and to the point.
2. Complimentary Close: What you type here depends on the tone and degree of formality. For example,

–       Respectfully yours (very formal)

–       Sincerely (typical, less formal)

–       Very truly yours (polite, neutral)

–       Cordially yours (friendly, informal)

1. Signature Block: Leave four blank lines after the Complimentary Close (11) to sign your name. Sign your name exactly as you type it below your signature. Title is optional depending on relevancy and degree of formality. Examples are

–       John Doe, Manager

–       P. Smith
Director, Technical Support

–       R. T. Jones – Sr. Field Engineer

1. Identification Initials: If someone typed the letter for you, he or she would typically include three of your initials in all uppercase characters, then two of his or hers in all lowercase characters. If you typed your own letter, just skip it since your name is already in the Signature Block (12). Common styles are below.

–       JAD/cm

–       JAD:cm

–       Clm

1. Enclosure Notation: This line tells the reader to look in the envelope for more. Type the singular for only one enclosure, plural for more. If you don’t enclose anything, skip it. Common styles are below.

–       Enclosure

–       Enclosures: 3

–       Enclosures (3)

1. cc: Stands for courtesy copies (formerly carbon copies). List the names of people to whom you distribute copies, in alphabetical order. If addresses would be useful to the recipient of the letter, include them. If you don’t copy your letter to anyone, skip it.

3.

a. The difference between full-block style, block style and semi block style

b. In full-block format, nothing is indented.

c. In block format sender’s address, date,  are indented. and  paragraphs are not indented.

d. In semi-block format, the sender’s address, date and closing salutation are indented.

e. In semi-block format, it is also permissible to indent the paragraphs, but it is not

necessary to do so.

II.

1. What do you know about

a)                  Subject Verb Agreement

Subject-verb agreement is a grammatical rule that states that the verb must agree in number with its subject.  In English,  present tense verbs change to show agreement in the third person singular form (subjects represented by the pronouns HE, SHE, IT) by adding an S or ES

Choose the right answer from the sentences below

1. John along with twenty friends (is / are) planning a party

2. The picture of the soldiers (bring / brings) back many memories

3. The quality of these recording (is / are) not very good

4. If the duties of this officers (isn’t / aren’t) reduced, there will not be enough time to

finish the project

5. The effect of cigarette smoking (have / has) been proven to be extremely harmful

6. The use of credit card in place of cash (have / has) increased rapidly in recent years

7. Advertisement on television (is / are) becoming more competitive than ever before

8. Living experiences in this country, as well as in many others (is /are) at an all time

high

9. Mr. Jones accompanied by several member of the committee (have / has) proposed

some changes of the rules

10. The levels of intoxication (very / varies) from subject to subject

Answer :

1. John along with twenty friends (is / are) planning a party

2. The picture of the soldiers (bring / brings) back many memories

3. The quality of these recording (is / are) not very good

4. If the duties of this officers (isn’t / aren’t) reduced, there will not be enough time to

finish the project

5. The effect of cigarette smoking (have / has) been proven to be extremely harmful

6. The use of credit card in place of cash (have / has) increased rapidly in recent years

7. Advertisement on television (is / are) becoming more competitive than ever before

8. Living experiences in this country, as well as in many others (is /are) at an all time

high

9. Mr. Jones accompanied by several member of the committee (have / has) proposed

some changes of the rules

10. The levels of intoxication (very / varies) from subject to subject

b)                  Verbs as Complement

A verb complement is a direct or indirect object of a verb. A Verb complement (notice the spelling of the word) is any word or phrase that completes the sense of a subject, an object, or a verb. As you will see, the terminology describing predicates and complements can overlap and be a bit confusing.

Choose the right answer from the sentences below

1. The teacher decided (accepting / to accept) the paper

2. They appreciate (to have / having) this information

3. His father doesn’t approve of his (going / to go) to Europe

4. We found it very difficult (teaching / to reach) a decision

5. Dona is interested in (opening / to open) a bar

6. George has no intention of (to leave / leaving) the city now

7. We are eager (return / returning) to school in the fal

8. You would be better off (to buy / buying) this car

9. She refused (to receive / receiving) the gift

10. Mery regrets (to be / being) this one to have to tell him

Answer :

1. The teacher decided (accepting / to accept) the paper

2. They appreciate (to have / having) this information

3. His father doesn’t approve of his (going / to go) to Europe

4. We found it very difficult (reaching / to reach) a decision

5. Dona is interested in (opening / to open) a bar

6. George has no intention of (to leave / leaving) the city now

7. We are eager (return / returning) to school in the fal

8. You would be better off (to buy / buying) this car

9. She refused (to receive / receiving) the gift

10. Mery regrets (to be / being) this one to have to tell him

.

CONDITIONAL SENTENCE

.

1. True in The Present / Future Time

Form

if + Simple Present, will-Future

Example: If I find her address, I will send her an invitation .

The main clause can also be at the beginning of the sentence. In this case, don’t use a comma.

Example: I will send her an invitation if I find her address .

The function is to show / explain plan, advice, and possibility / probability

For example

• If you don’t have breakfast, you will be hungry.

• If the magazine is on my table, you can take it.

• If you come early you will not get punish from our headmaster.

Use

Conditional Sentences Type I refer to the future. An action in the future will only happen if a certain condition is fulfilled by that time. We don’t know for sure whether the condition actually will be fulfilled or not, but the conditions seems rather realistic – so we think it is likely to happen.

Example: If I find her address, I’ll send her an invitation.

I want to send an invitation to a friend. I just have to find her address. I am quite sure, however, that I will find it.

Example: If John has the money, he will buy a Ferrari.

I know John very well and I know that he earns a lot of money and that he loves Ferraris. So I think it is very likely that sooner or later he will have the money to buy a Ferrari.

2. Untrue in the Present / Future Time

Form

if + Simple Past, main clause with Conditional I (= would + Infinitive)

Example: If I found her address, I would send her an invitation .

The main clause can also be at the beginning of the sentence. In this case, don’t use a comma.

Example: I would send her an invitation if I found her address .

Were instead of Was

In IF Clauses Type II, we usually use ‚were‘ – even if the pronoun is I , he , she or it –.

Example: If I were you, I would not do this .

The function of conditional sentence type two is to explain our imagination.

For Example

• If the price of gasoline were only Rp. 1000 I would be very happy.

• What would you do if you found $100.00 on the street.

• If I had a lot of money, I wouldn’t stay here.

Use

Conditional Sentences Type II refer to situations in the present. An action could happen if the present situation were different. I don’t really expect the situation to change, however. I just imagine „what would happen if …“

Example: If I found her address, I would send her an invitation .

I would like to send an invitation to a friend. I have looked everywhere for her address, but I cannot find it. So now I think it is rather unlikely that I will eventually find her address.

Example: If John had the money, he would buy a Ferrari .

I know John very well and I know that he doesn’t have much money, but he loves Ferraris. He would like to own a Ferrari (in his dreams). But I think it is very unlikely that he will have the money to buy one in the near future.

3. Untrue In the Past Time

Form

if + Past Perfect, main clause with Conditional II

Example: If I had found her address, I would have sent her an invitation .

The main clause can also be at the beginning of the sentence. In this case, don’t use a comma.

Example: I would have sent her an invitation if I had found her address .

Use

Conditional Sentences Type III refer to situations in the past. An action could have happened in the past if a certain condition had been fulfilled. Things were different then, however. We just imagine, what would have happened if the situation had been fulfilled.

Example: If I had found her address, I would have sent her an invitation .

Sometime in the past, I wanted to send an invitation to a friend. I didn’t find her address, however. So in the end I didn’t send her an invitation.

Example: If John had had the money, he would have bought a Ferrari .

I knew John very well and I know that he never had much money, but he loved Ferraris. He would have loved to own a Ferrari, but he never had the money to buy one.

Sentence form indicating expectations and requirements. Conditional sentences consist of two sub-lines: the main sentence and subordinate clauses, which are both associated with if
or unless. The position of Child and Parent reversed the sentence can not change the content of the sentence

Type

If/

Unless

Main Clause Induk Kalimat

If/

Unless

Subordinate Clause /

Anak Kalimat

Keterangan

I

Present Future Tense

S + will/shall + Verb 1 (be) a

Simple Present Tense

S + Verb 1 (is, am, are) + O

Rencana (plan) atau

kemungkinan (possibility)

a

Simple Present Tense

S + Verb 1 (is, am, are) + O

,

Present Future Tense

S + will/shall + Verb 1

II

Past Future Tense

S + Would + Verb 1 (be) + O a

Simple Past Tense

S + Verb 2 (was/were) + O

Khayalan / angan-angan /

keinginan / harapan

a

Simple Past Tense

S + Verb 2 (was/were) + O

,

Past Future Tense

S + Would + Verb 1 (be) + O

III

Past Future Perfect Tense

S + would + have + Verb 3 (been) a

Past Perfect Tense

S + had + verb 3 (been) + O

Penyesalan (regret) masa lalua

Past Perfect Tense

S + had + verb 3 (been) + O

,

Past Future Perfect Tense

S + would + have + Verb 3 (been)

Contoh :

I. They will come if you invite them       If you invite them, they will come

II. They would come if you invited them       If you invited them, they would come

III. They would have come if you had invited them        If you had invited them, they would have come

1. They will come if you ……..… them (invite)

2. She ……..… type the letter if she had more time (can)

3. You will not pass the test ……..… you study hard

4. If you hungry, you ……..… take something to eat (can)

5. If he ……..… well, he would win the game (play)

6. If you had been sick, you ……..… some medicine (can take)

7. You ……..… if you walk in the rain (sick)

8. If we don’t try to save the Borobudur temple,we ……..… (lose it)

9. You wouldn’t pass the examination unlessyou ……..… hard (study)

10. If he had played well, he ……..… won the game

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Match these word partnerships to their meanings.

PRODUCT

BRAND

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 stretching.

2-Consumers who always buy Levi’s
when they need a new pair of jeans are showing brand loyalty.

3- Not enough people recognize our
logo; we need to spend a lot more on raising brand image.

PRODUCT

1-David Beckham advertising Vodafone
is an Example of product endorsement.

2- A product
lifecycle   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.

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 consumer 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 consumers around the world.

b) This L’Oreal is investing over 180m in R&D.

4-a) The marketing department always keeps within its budgets.

b) Because the company made a loss last
year, the marketing department is
trying to reduce.

Complete these
sentences with the present simple or the 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 we 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 is becoming more and more popular throughout the world and
our market share is growing
every day.

We usually develop
and we 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.

Joy Well, there are several possibilities. ice hockey? It’s an incredibly fast, exciting sport, it’s very popular in America and in a lot of European countries.
David OK, that’s a possibility. , Natasha? Would ice hockey be a good choice?
Natasha Mmm, . It’s not really an international sport, is it? Not in the same way as baseball, for example, or … tennis.
David – baseball’s got a lot more international appeal, and it’s a sport that’s got a good image. I don’t know about tennis – I’m not sure it would be suitable. Mario, ?
Mario , motor racing would be perfect for our client. It’s fast, exciting, and the TV coverage of Formula One races is excellent. They would get a lot of exposure, it will really strengthen their image.
David That’s a great idea, Mario. get in touch with Larry Harrington’s agency and see if he’s interested? Harrington’s young, exciting – he’d probably jump at the chance to work with our client. They’re a perfect match. But first I must check with our client and make sure they’re happy with our choice.

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made in europe

BRAND

1. Starting Up

List some of your favorite brands. Then answer these questions.

1. Are they international or national brands?
2. What image and qualities does each one have? Use the following words and phrases to help you.

value for money luxurious timeless well-made
to of he range durable inexpensive cool
reliable stylish fashionable sexy

2. Reading

Read the article and answer these questions.
a. Which brands are mentioned? Do you know which country each from?
b. Which companies make all of their products in their own country?

Made in Europe
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 classic example. Over the five years, it has lifted all its gross margins by manufacturing solely I low –cost markets. In March 2002 it closed its factory in Lares, Puerto Rico, its last company-owned plant, and out sources all its products. Burberry has many Asian licensing arrangements. In 2000 it decided to renew Sanyo’s Japanese license for ten years. This means that almost half of Burberry’s sales at retail value will continue to be produced under license in Asia. At the same time however, Japanese consumers prefer the group’s European-made products.
Sanyo is now reacting 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.
15In interviews with the FT, many executives say the top luxury brands will continue to be seen, particularly in Asia, as European. Domenico De Sole of Gucci says: “The Asian Consumer really does believe-whether it’s true or not – that luxury comes from Europe and must be made there to be the best.”
20Serge Weinmberg, Chief Executive of Pinault Printemps Redoute, which controls Gucci’s production offshore. Yet some in industry recognize that change may be round the corner even for the super-luxury brands. Patrizio Bartelli, Chief 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.
25Amitava Chattopadhyay, Professor of Marketing at Insead, the business school, says: “A brand is a set of associations in cardinal sin and no brand manager will want to get the balance between manufacturing location and the brand image wrong.”

Adapted from the Financial Times
By Jo Johnson, Fred Kapner and Richard Mcregor

Questions
Which of these statements are true? Correct the false ones.
1. Some Japanese people choose to buy Burberry products made in Europe rather than in Japan.
2. Sanyo’s store in Tokyo sells Burberry products made only in Asia.
3. Gucci is planning to outsource some of its products.
4. Patrizia Betelli believes that luxury fashion products should always be made in Europe
5. Amitave Chattopadhyay says that companies need to pay careful attention to where they manufacture their products.

2. Vocabulary

Match these word partnerships to their meanings.

loyalty
image
stretching
awareness
name

a) the name giving to a product by the company that makes it
b) using an existing name on another type of product
c) the ideas and beliefs people have about a brand
d) the tendency to always buy a particular brand
e) how familiar people are with a brand

3. Language Review

Simple Present
and Present Continuous

Simple Present
Present Continuous/Progressive
1. Expresses repeated action (includes the past, present and future)
The earth revolves around the sun (general truth).
I go there very often.

2. Expresses non-action (state or condition)
He seems tired.
She loves her children.
Coach outsources all its products.
Does Burberry outsource its products?

3. expresses future action (especially with verbs of arriving and departing)
We leave tomorrow.
The ship sails newt week.

1. expresses one action in the present:
a. of short duration
He is studying the lesson.
He’s writing a letter.
We are testing a new brand at the moment.

b. of long duration
He is giving a lecture tomorrow.
The ship is sailing next week.

2. expresses future action
He is studying English.
He’s writing a book.

3. expresses the beginning, progression or end of an action.
It is beginning to snow.

Exercises
A. Which of the time expressions below do we usually use with the present simple? Which of the time expressions do we usually use with the present continuous? Which are used with both?

usually this year every day now
often nowadays once a month currently
at the moment these days

B. Supply the simple present or the present progressive form of the verb. In a few sentences either form may be used.
Example :
a. The milk (taste) _______tastes_______sour
b. She (taste) _____ is tasting_____ the soup to see if it needs more salt.

1. The play (begin) ________________________ now.
2. She (try) _________________ to finish her work early today.
3. I (hope ) ___________ to see you again.
4. We (plan) ________________ to buy a house soon.
5. The sun (rise) __________ in the east and (set) _____ in the west.
6. I sometimes ( forget) _______to take my key when I (leave) ______ the house.

7. Sanyo (react- now)__________________ to demand.

C. Complete these sentences with the present simple or present continuous forms of the verb in the brackets.

1. a) This year we ________ (try) to develop a brand with personality.
b) We usually _________ (develop) brands that say something.

2. a) Powerful brand names __________ (create) strong consumer loyalty.
b) At the Moment we __________ (look) for a new brand name that suggest something about the product’s benefits and qualities.

3. a) The Marketing department always _________ (keep) within it’s budget.
b) Because the company made a loss last year, the marketing department _________(try) to reduce costs.

References

Cotton, David, David Falvey and Simon Kent. Market Leader, Intermediate Business English Course Book, New Edition, England: Person Longman, 2005, pp 6-9.

Frank, Marcella. Modern English: Exercises for non-native speakers, Part 1 Part of Speech, New Jersey: Prentice-Hall, 1972, pp 48-49.

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?
2. What image and qualities does each one have? Use the following words and phrases to help you.



3. Why do people buy brands?
4. Why do you think some people dislikes brands?
5. How loyal are you to the brands you have chosen?

For example, when you buy jean, do you always buy Levi’s

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.

Vocabulary

Brand Management

A. Match these word partnerships to their meanings.

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 …………
3. not enough people recognize our logo; we need to spent a lot more on raising …………….

PRODUCT

1. David Beckham advertising Vodafone is an example of …product endorsement……
2. A …………….. consists of introduction, growth , maturity and decline.
3. the use of BMW cars and Nokia phones in James Bond films are examples of………….

C.   Make 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?

B.   Read the article and answer these questions.

1. Which brands are mentioned? Do you know which country each is from?
2. Which companies make 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.
2. Coach, like many other companies, is outsourcing its product to reduce costs.
3. Some Japanese people choose to buy Burberry products made in Europe rather than in Japan.
4. Sanyo’s store in Tokyo sells Burberry’s product made in Asia.
5. According to Domenico De Solle, the best luxury products are made in Japan.
6. Gucci is planning to outsource some of its products.
7. Partizio Bertelli believes that luxury fashion products should always be made in Europe
8. Amitava chattopadhyay says that companies need to pay careful attention to where they manufacture their products.

C.   Choose the best summary of the article.

1. 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.
2. Most manufacturers of top brands now produce their goods in low cost countries. Consumers no longer care about where the products are manufactured.
3. 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?  Which of the time expressions do we usually use with the present continuous?  Which are used with both?

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 ………….. (try) 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 ……………… (look) for a new brand name that suggests something about the product’s benefits and qualities.

3. a. L’Oreal …………… (sell) cosmetics and toiletries to customers around the world.

b. This year L’Oreal ………………(invest) over 180£m in R & D.

4. a.  The marketing department always ……………….. (keep) within its budget.

b. Because the company made a loss last year, the marketing department …………..(try 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 ……………… (work) for a cosmetics company. We offer a full range of cosmetic products and ……………….. (sell) cosmetics and toiletries around the world. Our main cosmetics brand ………….. (dominate) the French market and it …………… (do) well in the rest of Europe at the moment, too. In fact, the brand……………. (become) more and more popular throughout the world and our market share …………… (grow) everyday.

We usually …………………… (develop) and ……………. (extend) productsunder our existing brand name. The brand is distinctive and ………………..(stand) out from the competition. However, this year we ……………. (create) 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?
2. Why were many people unhappy about the music at the party?
3. What problem could have Harley Davidson have in the future?
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?

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?
2. What was surprising about JCB’s customer research?
3. What sort of products do you think JCB developed as a result of its research?
4. Can you think of a similar example of brand-stretching in your country?

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?
2. What do you enjoy about traveling? What don’t you enjoy?
3. Put the following in order of importance to you when you travel?



4. Does the order change for different types of travel?

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 ………..
2. lost or delayed ……..
3. long ………….. at check in
4. poor quality …………… and drink
5. no baggage ……….. available.
6. overbooking of …………
7. flight delays and …………
8. ……………..-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.

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 …………. When I got there I found the lower level of the airport …………….. was flooded. Next my ……….. was closed and there were no cabs at all. After long time trying to read the ………and waiting for forty minutes, we finally got a bus ………….. and found the hotel, but the ………………… 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?

2. Why do some people get angry when they are traveling on a plane?

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.

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………(take) a taxi

2.  A.We’ve chosen a name four new low-cost airline

B.Really,What……………(you/call) it?

3.  A.Have you decided how to increase the number of passengers?

B.Yes,we…………(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………(fax) them over for you.

5  A.How’s  your daughter?

B.She’s fine.She…………(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 / is arriving at 9 o’clock tomorrow morning.

2.We’re staying / stay at the Hilton Hotel for next month’s sales conference.

3.The next seminar is beginning / begins at 3 p.m

4.I travel / am travelling by train from Paris to London next time.

5.The boat is departing / departs at midday so you have the whole morning to get ready.

6.The delegation from China are seeing / 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………………

2.The marketing department have decided on their travel plans for the next month…….

3The trains are delayed because of bad weather,so…………….

4.Don’t worry if you can’t drive me to airport,………………..

5.I’ve got the details of  your flight to Turkey……………….

6.Oh,no!There’s been an accident and the traffic is very