Which word in each pair below is american english

Ответ:

Соедините слова в столбце A со словами в столбце B с тем же значением. Какое слово в каждой паре является американским? Используйте словарь.

A                                  B

biscuit                       cookie (AmE)              

candy (AmE)             sweets              

cell phone (AmE)      mobile              

check (AmE)               bill                    

motorway                highway (AmE)

queue                        line (AmE)

sidewalk (AmE)        pavement

sneakers (AmE)       trainers

torch                       flashlight (AmE)

Объяснение:

biscuit / cookie — печенье        

candy / sweets — конфеты              

cell phone / mobile — мобильный/сотовый телефон          

check / bill  — счет в ресторане/гостинице                  

motorway  / highway — шоссе

queue / line — очередь

sidewalk / pavement — тротуар

sneakers / trainers — кроссовки

torch / flashlight — фонарик

#SPJ1

1)
to
depend ….. sb/sth; 2)
……. average; 3)
to
test sb …… sth; 4)
to
cater ….. sth/sb; 5)
to
rely ….. sth/sb; 6)
to
be confined …… a place; 7)
to
pay ……. sth;
to
ask ……. sth

Talking
Points

Which
of the taxis sounds the most interesting? What is good/bad about a
taxi driver’s job?

Language
Development

1 Look at the various means of transport and try to guess which was invented first. Which do you think is the most recent invention? Why?

steam
train modern bicycle hot-air balloon aeroplane steamboat

Now
read the following paragraph and see if your guesses were right.

Over
the last two hundred years, means of transport have changed and
developed a great deal. Oddly enough, the first successful
development was in air travel when, in 1783, the French Montgolfier
brothers launched the hot-air
balloon.
Twenty years later, in England, the steamboat
and steam
train
made their first successful trips. Nearly 40 years later the first
version of the modern
bicycle
was introduced, and in 1903 the first successful aeroplane
flight was made by the Wright brothers of Ohio, USA.

Which
of these means of transport are still in use? How have they changed?

2. A. Look at the following and say which are used in the air, on land, and in/on water.

b.
Match the nouns with the verbs in the middle column.

submarine, hang-glider, aeroplane, car, ship, helicopter, hot-air balloon, motorcycle, coach, raft, canoe, ferry, bicycle, lorry, hovercraft, train, bus, taxi

steer drive ride fly paddle

3 Circle the odd word out. aeroplane: seatbelt, wing, deckchair, cockpit car: windscreen, boot, brake, anchor bicycle: pedal, saddle, exhaust pipe, chain train: buffet car, track, handlebars, luggage rack ship: deck, bonnet, bridge, cabin

4 Decide which of the following words are connected with: a) planes, b) ships, c) trains and d) buses. Some words can be used more than once.

locomotive,
mast, runway, harbour, driver, flight attendant, carriage,
life-jackets, dashboard, plat­form, co-pilot, engine room, radar,
boarding pass, purser, number plate, wagon, horn, level crossing,
compartment, rear vieiu mirror

5.
Read
these announcements and guess the missing words. Then, listen to the
tape and fill in the gaps. Where would you hear each announcement?
Finally, close your books and say as many words as you can remember
related to each announcement.

A.»Good
afternoon ladies and gentlemen. This is your purser speaking. On
behalf of our 1)
……. and
crew I would like to welcome you all
2)
…….. the M.S. Jubilee. We wish you a pleasant and comfortable 3)
……….. . As
passengers on the 4)
……… can see, we are now lifting the anchor and shall be leaving
the 5)
……… immediately. Passengers are reminded, for security reasons,
that at 17.30 we shall be holding a life saving drill. Your 6)
………..
can be found in the bottom of your wardrobes.
The number of your muster station is on the back of your 7)
……… door.»

B
«On
behalf of the 1)
…………. Welcome aboard TWA flight 801 from New York to Los
Angeles. As we prepare for 2)
……… we
would like to remind you to place any hand luggage in the overhead 3)
………….. Make
sure your seat is in the upright position and please fasten your 4)
…………. Before
our departure members of the crew will demonstrate the aircraft’s
safety 5)
………… and
procedures. When our cruising altitude has been reached, the crew
will serve refreshments and a light snack. We wish you a pleasant 6)
………..

C
«1)
…………. three for all passengers travelling to Rugby, Stafford
and Crewe. Those with 2)
……..for Manchester and the North should change at Crewe 3)
…………. . First class compartments are situated in the first
two 4)
……….. . A buffet car is available for those wishing to buy
refreshments during the journey.»

6.
Fill in the correct word from the
list.

trip route

voyage tour

flight journey

travel

1
It’s a good Idea to take breaks during a ………… especially if
you’re driving a long way.

2
My daughter is going on a school ……… next week.

3
The ……… from London to New York takes about eight hours.

4
I felt seasick during the ………. .

5
Do you prefer to …………… by car or train?

6
My parents have just come back from a …………. of Scotland.

7
I had to take a different …………….. to work this morning, due
to roadworks.

7
Read the text and fill in the gaps
with the words from the list:

ignition gear

brake seatbelt

accelerator pedal dashboard

clutch pedal rear view mirror

The
first time I drove after passing my driving test, I was deter­mined
to get everything right. I got into the car, turned the key in the 1)
……….. and put my foot on the 2) ………….. while changing
into first 3) ………….. Slowly I pressed down on the 4) …………………
and
pulled out into the road.
Driving along, I remembered to look at the petrol gauge on the 5)
……….. to make sure I had enough petrol. Suddenly, a flashing
light in the 6)
………….. caught
my eye. There was a police car behind indicating
that I should pull over, so I gently pressed on the 7) ………….
and stopped. Winding down the window, I asked the policeman what was
wrong — I had thought I was doing so well! His answer was very
embarrassing- «You’ve forgotten to put on your
…………………. sir!»

8
Listen
to the following dialogues and fill in the missing words. Then, with
a partner, act out similar dialogues.

A: I’d
like a ticket for the next train to York, please.

B: 1)
…………. or return?

A: A
return please.

B: What
date will you be returning?

A: On
the 18th of January. Could you tell me if that’s a 2) ……….
train?

B: I’m
afraid you have to 3) ………….. at Doncaster.

A: Which
4) …………………. does it leave from?

B: Six.

A: And
how much is the 5) ………………. ?

B: That’ll
be £35.50, please,

A:
Here you are…

A:
Good morning. Could I have your 1) ………… and ticket, please?

B: Here
you are.

A: Do
you prefer smoking or non-smoking?

B Non-smoking
please. Could I have a window 2) ……….. ?

A: Let
me check if there is one available. Ah yes, there is. Do you have any
3) …………. ?

B: Just
this suitcase.

A: Fine.
Here’s your boarding 4) …………. You’ll be departing from 5)
…………….. 16. Have a nice flight

B: Thank
you very much.

9.
Look
at the three pictures showing different means of transport and read
the list of adjectives below. Then, make sentences using the
following expressions at least once as in the examples:

more
… than, not as … as, less … than, as … as, the most/least …

e
nvironmentally
friendly,
/ast, comfortable, safe, economical, stressfu, reliable,
expensive,
convement,
etc.

e.g.
The Irani is faster
than
the
car or bus,
and
it is
the
most
environmentally friendly
means
of transport.

The
train is not
as fast as
the
car.

Travelling
by
lrain
is
less
expensive than
travelling
by
car

The
car is the
least environmentally friendly
of the
train

10.
The
following diagram illustrates the popularity of the various types of
transport that people use to commute. Look at the diagram and fill in
the gaps with words from the list.

m
inority

percent

large
proportion of

majority

1
The
……………. of people prefer to commute by train.

2
A
……………….people take the bus to work.

3
Fifteen ………………… of people drive to work.

4
A
……….. of people cycle to work.

11.Listen
to the short dialogues and tick (/) the information you hear in the
boxes provided.

Look
at the table above and give reasons why people use these types of
transport to commute. Then write sentences as in the example. You can
use your own ideas as well.

e.g.
Although buses can be crowded and unreliable a large majority of
people commute by bus because buses are cheap.

Transport
in the Past

12.
Underline
the correct word

Before
the motorcar became a practical way to travel, people depended mainly
on horses to
1)
get/ reach
from one place to another. They not only used horses to ride on, but
to pull various type of vehicles as well. The simplest of these was
the cart, an uncov­ered vehicle with two or four wheels which was
used for 2)
taking/carrying goods.
For short trips, a light, two-wheeled vehicle called a trap was often
used, while for longer journeys a 3)
shut/closed,
four-wheeled vehicle called a carriage was 4)
preferred/ liked. Private
carriages could be very luxuri­ous, with fur rugs and even vases
of flowers. For
those
without a private carriage, a coach could be used. This was a public
5)
means/way of
transport
which followed regular 6)
routes/directions through­out
the country, stopping at inns to change horses and 7)
allow/let people
to rest and have something to eat. With the invention of the train in
Britain in the 1820s, long journeys in horse-drawn vehicles became
less and less common, and in the
early
/first
1900s
the motorcar began to replace horses altogether.

13.
Fill
in the blanks with words derived from the words in bold.

A
new type of train may soon be in 1)
…….. (operate)
in
Germany. So far tests have been 2)
………. (success)
and
it is hoped that in 10
years’ time 3)
……………. (commute)
will
be able to travel from Hamburg to Berlin in less than an hour. The
Transrapid tram is 4)
………… (actual)
the
world’s lowest-flying aircraft. It has been designed to travel at up
to 420 km per hour, and it has neither wheels nor a motor.

Instead
of
rails,
a series of 5)
………… (magnet)
units
powers the train, allowing it to «fly» one centimetre above
the tracks. Since it Is suspended in the air, It can turn sharp
corners at very high speeds without creating any 6)
………..
(notice) disturbance
inside the train. 7)
……….. (environment)
have
serious
……… (object)
to
the train, however, as it is 9)
…………… (significant)
noisier
than normal trains. Nevertheless, it seems that the new train will
soon be a popular 10)
……………. (alternate)
to
travelling by aeroplane between cities in Germany.

Travelling

Travellers
are always discoverers, especially those who travel by air. There are
no signposts in the sky that a man has passed this way before.

Anne
Morrow Lindbergh, American writer

1
AIR
TRAVEL. Choose
the correct answer.

1.
The plane circled over the airport until the ………. was clear.

a)
highway b) landing c) runway d) terminal

2.
All flights in and out of the airport came to a ……. because of
the strike.

a)
closure b) conclusion c) standstill d) stoppage

3.
If you carry too much luggage, the airline will charge an ………..
baggage fee.

a)
additional b) excess c) extra d) over

4.
British Airways ………. the departure of Flight 222 to Warsaw.

a)
advertise b) advise c) announce d) notice

5.
When you get to the airport, your luggage will have to be
………… .

a)
balanced b) estimated c) sealed d) weighed

6.
Because of the fog, our flight was ………… from Heathrow to York
Airport.

a)
deflected b) diverted c) replaced d) reverted

7.
The check ………. time at the airport was eight o’clock.

a)
by b) in c) out d) up

8.
The ……….. from the airport was very tiring as we had to drive
through the fog.

a)
crossing b) flight c) ride d) voyage

9.
It’s very strange but I had a(n) …………. that the plane would
crash.

a)
intuition b) omen c) prediction d) premonition

10.
It takes a while to ……………. to your surroundings after a
long flight.

a)
adjust b) balance c) fit d) settle

11.
Much stricter ……….. must now be taken at all airports against
hijacking.

a)
alarms b) precautions c) protections d) warnings

12.
The air hostess told the passengers to …… their seat belts.

a)
attach b) fasten c) fix d) tie

13.
To fly big passenger airliners ……… long training and
experience.

a)
calls for b) orders c) picks up d) requisitions

14.
The plane was ……… towards the runway when the fire started.

a)
heading b) landing c) sailing d) soaring

15.
The ………….. from Warsaw to New York takes nine hours.

a)
flying b) journey c) passage d) voyage

16.
I’m afraid your luggage is ten kilos ……..; you will have to pay
extra.

a)
above b) excess c) heavy d) overweight

17.
A passenger is not allowed to ……….. a lethal weapon when flying
by a civilian airliner.

a)
be having b) be owning c) carry d) control

18.
Nobody …………….. that aeroplane crash.

a)
died b) lived c) recovered d) survived

19.
Our ………. was delayed owing to bad weather conditions.

a)
airline b) airway c) flight d) runway

20.
When our flight was delayed, we all had a meal at the airline’s
…………. .

a)
account b) cost c) expense d) finance

21.
Please, ………. from smoking until the plane is airborne.

a)
exclude b) refrain c) restrain d) resist

22.
We ………. to announce a further delay in the departure of flight
BE-555.

a)
apologise b) mourn c) regret d) repent

23.
Tickets booked on this flight are not ………….

a)
assignable b) moveable c) passable d) transferable

24.
If you want a cheap air ticket you must ………… well in advance.

a)
book b) buy c) engage d) reserve

25.
He couldn’t ……….. his fear of flying.

a)
overcome b) succeed c) triumph d) win

26 The
stewardess the screaming child.

a)
corrected b) cured c) recovered d) soothed

27.
It was a great ……… to go up in a helicopter for the first time.

a)
incident b) rise c) suspense d) thrill

28.
Nothing could …………. me to fly except in a case of extreme
emergency.

a)
encourage b) induce c) influence d) recommend

4.
PARTS
OF THE AIRCRAFT. Match
the indicated parts of.
the
aircraft with their names

5.
AIR
TRAVEL. Put
each of the following words or phrases into its correct place in the
passage

below.

air vents cabin captain carry

co-pilot crew cruising speed distances

flight flight engineer galley jet-propelled

passenger passenger list safety belts seats size

tourist stewardesses take-off trip

Airliner

Airliners,
or ……… planes, differ from light planes not only in …… but
also in speed and equipment. They are designed to ……… a greater
number of people over longer ……………. without stopping to
refuel.

A
passenger airliner has a comfortable …….. with soft carpets,
adjustable upholstered …………, washrooms, and individual ………
and reading lights. It has a ………. for preparing food. Many
airlines offer ………, or economy class service, which costs less
than first-class travel.

The
………. of four-engine airliners range from about 350 mph for
propeller-driven planes to more than 500 mph for ……….. planes.

The
……. of an airliner works as a team to make the trip smooth and
pleasant. While the passengers take their seats, the pilot or ……..,
co-pilot, flight engineer, and stewardesses prepare the plane for
…….. . The pilot, assisted by the ……….., checks the
instruments and tests the controls. The ……… checks the other
mechanical equipment. The stewardesses check the ………., make
sure that the passengers fasten their ……… for ……. . Later,
the ………. distribute magazines, serve meals, and do other things
to make the …….. enjoyable.

A.
Answer these questions individually. Then compare answers with a
partner.

1.
How often do you travel by air, rail, underground, road and sea?

2.
What do you enjoy about travelling? What don’t you enjoy?

3.
Which is the best/worst airline you have flown? Why?

B.
Which
of these things irritate you the most when flying?

Rank
them in order of most and least irritating.

Diversions Cancellations jet lag strikes overbooking

bad food dirty toilets bad weather not enough room no trolleys available

itting next to someone who talks non-stop long queues at check-in sitting next to children lost or delayed luggage

C.
Which word in each pair below
is American English?

Petrol — gasoline holiday — vacation return — round trip

line — queue truck — lorry cab — taxi

flight attendant — steward/stewardess timetable – schedule car park — parking lot

motorway – freeway tube — subway baggage — luggage

Read
the letter. What kind of letter is it?

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Inicio | Exercises A, B and C. — Market Leader book on page 15,

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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 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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