What word partnerships can you identify from the text in exercise c

CHECK YOUR ENGLISH FOR MEDICINE

WORD ASSOCIATION 2; PARTNERSHIPS

Exercise
1

Link each verb on the left with a noun
on the right to make 10 ‘partnerships’. The first one has been done for you
as an example.

	Verbs	Nouns
1	administer	an improvement
2	analyse	a baby
3	arrange	antibiotics
4	burb	the treatment
5	catch	some infections
6	detect	an appointment
7	discontinue	a sample
8	ease	the pain
9	resist	a drug
10	prescribe	a cold

Exercise
2

Complete these sentences using the
partnerships from Exercise 1. You may have to make some changes to fit the grammar
of the sentences. The first one has been done for you as an example.

1	The doctor will ____administer____ a drug to the patient.
2	She was ____________________.
3	As soon as the patient reported severe side-effects, the doctor ____________________.
4	I’ve ____________________ from one of my colleagues at work.
5	The laboratory ____________________ of the food and found traces of bacteria.
6	A healthy body can ____________________ .
7	I would like to ____________________ with the dental hygienist for 10.00am tomorrow.
8	She had an injection to ____________________ in her leg.
9	The health visitor advised the new parents to ____________________ after feeding.
10	The nurses _____________________ in the patient’s condition.

ANSWER
KEY

Individually and in your E-portfolio exclusively, you
will show the evidence of the following exercises.

4. Open your Market Leader
book on page 8, then listen to the CD and do exercise A, B and C.

a)        Enables
the target consumer to decide if they want the product o r not

b)        The
function is to make the selection of products to hit the market knows the needs
of the people and that is what will work best on the market

c)         Update
their technology and know how to handle the competition

5. Open your Market Leader
book on page 16, then listen to the CD and do exercise A, B and C

a)        Location
of hotels, Internet, underground networks

c) The technology is a hard topic for hotels but with
the environment they will try to make more effort. The hotels use now TV on
demand and the people don t use the telephone of the hotel with the new
technologies.

6. Open your Market Leader
book on page 19, then listen to the CD and do exercise:

A)

1-Christina
Verde first call from Madison will be in London appointment to see you see new
collection Wednesday in the afternoon 2 o’clock

2- Christina Verdi she s engaged to the moment message
something come up the plane meet her tomorrow

B)

Jenifer:  I’m calling
because I’ll be in London next week and I would like to make an
appointment   t o see you. I want to tell
you about our new collection.

Cristina: Great. What they would suit you.  I’m fairly free next week, I think.

Jenifer:  How about
Wednesday?, In the afternoon? Could you make it then?

Cristina: Let me look now. Let me check
the diary’. Yes, that’d be no problem at all. What about 2 two o’clock? Is that
OK?

C)

Receptionist:   Thank you.
I’m putting you through       Hello, I’m
afraid she’s engaged at the moment would you hold   or can I put you through to her voicemail?

Jennifer: Would you be able
to take a message for me, please? I’m in a bit of a hurry.

Receptionist: Yes, certainly.

Jennifer: The thing is, I should be meeting Ms Verdi at 2 p.m
but something comes up.  My plane was
delayed, and I’ve got to reschedule my  
appointments. If possible, I would like to meet tomorrow properly in the
morning. ‘Could she call me back here al the hotel, please, to confirm?

Receptionist: Certainly. What’s
the number?

Jennifer: It’s 02078553814 and I am in room 6 11.

7.
Reading: Mercedes, shining star: Open your Market Leader book on page 24 -25,
then Read and do exercise A, B, C and D.

A)   Read the first two paragraphs quickly and decide if
the statements are True (T) or false (F), according to the article.

1. The
fall of the Mercedes luxury brand was not as severe as other brands. (F)

2. In 2002, Mercedes’ losses were its first
for three decades. (F)

3. In
2002, Mercedes cars were famous for their reliability. (F)

4. Dieter Zetsche is the boss of Mercedes
and Daimler. (T)

B)   Find words and phrases in the first five paragraphs of the article that
mean the Same as the following,

1.    Sudden and
surprising: that in three years it has gone
from the worst performing of the large luxury car makers to the trailblazer

2.    A period of 10 years:
Decade

3.    Failing: suffered as dramatic a fall

4.    The first company to
develop new methods of doing something:  Mercedes.

5.    Someone that you
compete with: BMW

6.    A complete change
from a bad situation to a good one: the worst performing of the large luxury car makers to the trailblazer.

7.   
Ihe financial result of a company’s business (i.e.
profit or loss): and
even more so at the 10.4 per cent it made i n the fourth quarter — compared
with BMW’s 5.4 per cent in the third quarter.

D)   According to the article, which of these factors
helped Mercedes improve its performance?

— Mr
Zetsche’s walrus moustache

— Having
BMW as a rival

— Using
Mr Zetsche’s operational experience

— Cutting
jobs

— Producing
new models

Recommended textbook solutions

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 International Brands

2. What image and qualities does each one have?

phrases to help you. Image and qualities of each brands is cool and durable, but also made me looks fashionable

3. Why do people buy brands? because, usually known branded items have better quality than the cheap ones

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? not too loyal, because there are so many brands to be choosen

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.

Answer :
1. Marlboro
2. IBM
3. Microsoft
4. Mercedez Benz
5. Coca-cola
6. McDonald
7. Intel
8. Disney
9. Nokia
10. General Electric

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……….(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….

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?
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.

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 lowcost
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)

C. 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.

D. 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, middleaged
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 is market 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

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.

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

1. Safety
2. Comfort
3. Price
4. Reliability
5. 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 wasa 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? My worst experience when traveling by air is when the weather is suddenly be bad. The plane was shaking like it would be falling down soon.

2. Why do some people get angry when they are traveling on a plane? they get angry if their plane is being delayed and the don’t have assurance when the plane will be depart.

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 / 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, I’m going to meet my mother
2.The marketing department have decided on their travel plans for the next month and I will accept the plans
3The trains are delayed because of bad weather,so we will wait until the train is ready
4.Don’t worry if you can’t drive me to airport, I will take a taxi
5.I’ve got the details of your flight to Turkey which you will go by
6.Oh,no!There’s been an accident and the traffic will be very crowded

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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