《商务英语》教学课件-Module9

Module

99.1

Branding12Reading:

What’s

that

smell?Speaking:

Discussing

branding3

Grammar:

Relative

clausesReading:

Chinese

luxury

obsession4v

Brand

vt.塑造品牌v

Aroma

n.香味v

fragrance

n.芳香，花香v

odour

n.气味

smellyodorv

waffle-cone圆锥形华夫卷筒v

paperstrip小纸条v

brandidentity品牌识别特征v

marketingtool营销工具v

logo

n.标识(用于文具、包装等上做广告的符号、设计或字母)v

slogan

n.广告语，口号v

jingle

n.(简明易记的)广告歌v

vanilla

n.香草

云尼娜v

mandarin

n.柑橘,普通话v

whiff

n.(风、空气、气味、烟雾等)一阵，一吹

awhiffofv

chocolatechipcookies巧克力碎饼v

custom

adj.定制的

custommobilephonev

typically

adv.典型地，一般地v

quadruple

vi.成为四倍

double

triplev

liquidaroma芳香剂v

marketer

n.商家，专营特定商品的公司v

cartridge

n.芯式容器，套筒

inkcartridge墨盒v

dial

n.调节控制器

dialanumberv

refill

n.重新装满，重新注满;替换装，替换笔芯，置换物with…v

out-of-the-way偏僻的，不为人所知的

mainstreamv

lavender

n.薰衣草v

billboard

n.广告牌v

jumble

vt.打乱，使混乱

mess…upv

controllingshare占主要股份v

stake

n.(商业、财产、思想上的)股份，利害关系，经济利益v

subsidiary

n.子公司

parentcompany母公司v

incidentally

adv.偶然地，顺便提一句v

multinational

n.跨国公司

internationalcompanyv

euro

n.欧元

Europe欧洲v

biggestseller卖得最多的产品

bestsellerv

in-tray(办公室存放待处理的来函及来文等的)收文篮v

luxurybrand高档品牌，奢侈品v

topbrand顶级品牌v

boutique

n.专卖店

outlet门店,直营店

factorystorev

something

n.具有某种特点的人(或物)，重要的人或事v

somebody重要的人v

collections

n.收藏品，收集的东西

collect收集v

refit

n.重修，改装

fitinv

fashion时装；时髦的v

DoubletreeHotels两棵树连锁酒店(美国国际酒店集团)v

WestinHotelsandResorts威斯汀酒店及度假村(美国国际酒店集团)v

LGElectronics

LG电子产品公司(韩国电子、电器制造商)v

LouisVuitton路易威登公司(法国著名时尚产品制造商)v

Gucci古奇皮草饰品公司(意大利著名服装、化妆品和时尚产品制造商)v

Burberry巴宝莉公司(英国服装公司，1856年创建，专门制作风雨衣)Reading:

W1.Whatisyour•

coffee?•

soap?•

clothes?Tell

yourpartnerandexplainwhyyoubrand.Isyourchoiceproductorservic2.Readthefollowingarticleandwriteinthecorrectletter,

A-G,forthemissingphrases.What’s

that

smell?闻香而动DavidVan

Eppsopenshisbriefcaseandtouchesseveralofthe72bottlesinside.‘Here’soneyou’lllike,’

hesays,takingthetopoff

one.Hedipsapaperstripinsideandwavesitunderhisnose,breathingindeeply.

Itsmellofsugarandbutterlikethe‘sugarcookies’

(1)___B__.Italsomakeshimthinkofmoney:sugarcookiesisonlyoneof1,480fragrancessoldbyVan

Epps’

companyScentAir

Technologiesandusedtoimprovebrandidentity.Fragranceisasmuchamarketingtoolthesedaysasalogo,asloganorajingle.Sonyputsitscustomers‘inthemood’

forbuyinginitsstoreswiththesmellofvanillaandmandarin.

AtsomeDoubletreeHotelsguests(2)__G___.

AndProctorandGamblehasexperimentedwithScentAirscentstoattractshopperstodisplaysinstores,saysVan

Epps.‘What’sbetterthanhavingabrandpeoplewanttousebecauseoffragrance?’A.

where

the

odour

of

waffle-cones

were

released

into

the

air

to

encourage

visitors

toan

out-of-the-way

ice

cream

shop

(attributive

clause,

to

modify

nouns)B.

that

his

grandmother

used

to

makeC.

which

typically

includes

more

than

six

smellsD.

whose

recently-introduced

cell

phone

keypad

was

lavender-scentedE.

when

it

began

twelve

years

agoF.

why

so

many

companies

are

now

associating

brands

with

a

scentG.

who

walk

around

reception

will

get

a

whiff

of

a

chocolate

chip

cookieScentAirfirststartedputtingthatattitudeintobottles(3)____E_______.ScentAirwillchargeasmuchas$25,000tocreateacustomblend,(4)__C____.

Thisyearturnover营业额

hasquadrupledasmoremarketersusescentstodistinguishtheirbrands.Onceaclientselectsascent,ScentAirputstheliquidaroma香味

inacartridge套筒thatfitsinsideadevicewithafanwhichpushesthesmellintotheair.

You

controlthestrengthwithadial.Monthlyrefillsare$100perdevice.Somecompanieswanttomakeshopperswaitaroundlongerinthehopetheywillspotsomethingtobuy.

ItseemstohaveworkedattheHardRockHotelinOrlando,(5)____A____.Salesjumped45%inthefirstsixmonthsafteraScentAirdevicewasinstalled.WestinHotelsandResortscontactedScentAirforawhiteteafragrancetoputinits127properties.

Addedtothis,thehotelshavejuststartedsellingwhitetea-scenteditems,including$36candles.A.

where

the

odour

of

waffle-cones

were

released

into

the

air

to

encourage

visitors

toan

out-of-the-way

ice

cream

shopB.

that

his

grandmother

used

to

makeC.

which

typically

includes

more

than

six

smellsD.

whose

recently-introduced

cell

phone

keypad

was

lavender-scentedE.

when

it

began

twelve

years

agoF.

why

so

many

companies

are

now

associating

brands

with

a

scentG.

who

walk

around

reception

will

get

a

whiff

of

a

chocolate

chip

cookieAlanHirschoftheSmelland

Taste

Treatment

andResearchFoundationinChicagoexplainsthereason(6)___F________.‘Smellhasagreaterimpactonpurchasingthaneverythingelsecombined.Ifsomethingsmellsgood,theproductisperceivedasgood.’

There’sLGElectronics(7)____D_____,orthecherrysmellfrombillboardsadvertisinganewshampoofromL’Oreal.

AllweneednowisaPCthatcanpickuparomasfromwebsites.A在那里，锥形华夫卷筒的香气弥漫在空气中，使游客的脚步不由自主地走向一家地点偏僻的冰激凌店B祖母过去常做的C一般一套组合中含有6种以上的香味D它最近推出的手机键盘散发出薰衣草香味E12年前创办之际F为什么现在有如此多的公司热衷于将品牌与某种香气联系G走在前台四周的人会闻到芬芳空气公司生产的巧克力碎饼香味Answers1B

2G

3E

4C

5

A

6F

7Dv

ScentAirTechnologies芬芳空气技术公司v

范艾普打开手提箱，72个玻璃瓶赫然出现在眼前。他轻轻地抚摸着它们，边说v

边打开了其中一个瓶盖:“这个你一定喜欢。”他把一张小纸条探入玻璃瓶内，然后v

拿出来放到鼻子下面轻轻晃动，深深地嗅了一下。是带有黄油味道的香甜气息，这v

个气味让他想起祖母过去常做的“甜饼”，还让他想到随此香气而来的滚滚财源。v

范艾普领军的芬芳空气技术公司销售的香氛产品多达1,480种，“甜饼”只是其中v

一种。这些香气在提升品牌识别特征方面正发挥着作用。v如今，香味同商品的标识以及广告歌和广告语一样，也是一种营销工具。索尼v

公司设法在自己的专卖店里使用了芬芳空气公司生产的香草—柑橘味，为顾客营v

造一种消费的“氛围”;而在一些两棵树酒店，客人们走在前台四周，会闻到芬芳v

空气公司生产的巧克力碎饼香味;宝洁公司也曾尝试使用芬芳空气公司提供的香v

氛，以便把顾客吸引到产品陈列处。“还有什么比用香味增加品牌吸引力更为巧妙v

的方法呢?”范艾普说。v芬芳空气公司从12年前创办之际，一开始就把这一理念置入芳香瓶中。公司按v

客户要求调配的香氛组合售价高达2.5万美元，一般一套组合中含有6种以上的香v

味。随着越来越多的商家纷纷采用香味来突出其品牌形象，今年公司的营业额开始v

大幅攀升，达到原来的4倍。v客户选择某种香气类别之后，芬芳空气公司便把该芳香剂放进芯式容器，置入v

一个内有风扇的芳香器，靠风扇把香味送入空气中，香气散发的强度大小靠调节控v

制器来调节。每月重新续满的价格为每个芳香器100美元。v一些公司想用香气让顾客在店里逗留长久一些，希望他们能在流连张望中看中v

某件商品购买下来。这种作法在奥兰多的硬石酒店似乎还真起作用。在那里，锥形v

华夫冰淇淋卷筒的香气弥漫在空气中，使游客的脚步不由自主地走向一家地点偏僻v

的冰激凌店。自从安装了空气芳香器后，这家店前6个月的销售额猛增了45%。威v

斯汀酒店及度假村向芬芳空气公司订购了白茶香气，用于其127个酒店场所。除此v

之外，这些酒店开始出售散发白茶香气的小商品，包括售价达36美元的蜡烛。v针对为什么现在有如此多的公司热衷于将品牌与某种香气联系，美国芝加哥v

“气味和口味治疗研究基金会”的艾伦·赫斯做出如下解释:“气味对购买欲望的影v

响比所有其他因素加起来的影响都大。一个产品如果闻起来舒服，人们就会认为它v

是好产品。"LG电子产品公司最近推出的手机键盘散发出薰衣草香味;欧莱雅也在v

一种新款洗发水的广告牌上放入樱桃香。看来，下一步人们要做的就是生产出能够v

在不同网站采撷香气的个人电脑了。v

Formorevocabularyandreadingpractice,canyouunderline:v

1anysmells(theymayneedbilingualdictionariesv

tocheckunderstandingofthesesmells);v

2examplesofhowcompanieshaveusedthesev

smells;v

3synonymsforthewordsmell.v

Suggestedanswerv

1Sugarandbutter,vanillaandmandarin,whitev

tea,lavender,cherry.v

2Instorestoputcustomersinthemoodforv

buying,attractcustomerstodisplays,makev

shopperswaitlonger,visitahotelicecreamv

shop,tocreatetheperceptionthattheproductv

isgood,onmobilephonekeypadsandonv

billboardsv

3odour,scent,fragrance,aromaSpeaking:

Discussing

branding1.Try

tocompletethesentencesbelowaboutwhatyouhaveread.Tell

yourpartnerwhatyouthink.•One

thing

that

interests

me

about

this

is

…Onethingthatinterestsmeaboutthisisthatsmellcanhavesuchaneffectonhumans.•One

thing

that

surprises

me

is…OnethingthatsurprisesmeisthatScentAir’sturnoverhasquadrupledasaresult.•

One

thing

that

I

find

hard

to

believe

is…thatthesalesofHardRockHoteljumped45%inthefirstsixmonthsafteraScentAirdevicewasinstalled.2.Whatsmellcouldyouusetobrandthefollowing?

You

canusesuggestionsinthepictures.*yourcompany’sproductorservice*yourschoolorcollege*anewrangeofclothing*bicycles*alanguagecourseGrammar:

Relative

clausesWe

oftenaddinformationormoredetailtothemainclauseofthesentence.Forexample,thespeakermaywanttosaywhattypeofcompanyheworksfor.ScentAirisacompanywhichsellsscents.MainclauseRelativeclauseCompletethedefiningrelativeclausesinthesesentenceswithawordfromthebox.时间when人who地点where人,物

whose原因

why事物

whichwhich1)Thenewproduct_goesonsalenextmonthisn’treadyyet.when2)

Theturnoverwasjustunderhalfamillion_foundedin1985.Nowit’s

hundredmillion.itwasfirstwho3)

Thepeople__workforusareallhighlyqualified.whose_we’remakingthese4)We

liketothinkwe’reasupportivecompany_staff

areloyal.why5)Letmeexplainsomeofthereasons_changes.where6)

Thecompany___Iusedtoworkisclosingdown,apparently.Reading:

Chinese

luxury

obsessionReadaboutluxurybrandsinChina.Eachlinecontainsonemistake(includingpunctuation).Correctit.Chinese

luxury

obsession0.WhenmanypeoplevisitcitiesinChina,theyarestillsurprisedtoseetheluxurywhich00.brandsnormallyfillthefashionboutiquesofNew

York

andParis.Butina1.wherecountrywhoreandmoreyoungpeoplehavebecomebig-spendingconsumers,2.whotheworld’stopbrandsattracttwenty-andthirty-somethingswarecentsurvey,

3.whosesaytheywantto‘seizeeveryopportunitytoenjoylife.’

Take

Miss

Yu,

whonthly4.salaryis5,000yuanworkingasajournalist.Sheregularlystopsbytheboutiques

5.whywhere,youcanfindLouisVuitton

orGucci.Sheexplainsthereasonwhdelete

commathinka6.bagworth10,000yuanismoresuitableformethan100bagsat100yuaneach.’

7.whichAndherfashioncollection,whocludesnamessuchasChanel,Burberryand

8.wherePrada,isfarfromuniqueinacountryweproportionofluxurygoodspurchased9.delete

commanowadays,is40%comparedtoonly4%globally.9.2

Getting

through12Listening:

Automated

voicemail

systemsVocabulary:

Telephone

words3

Speaking:

Making

phone

callsReading:

Email

marketingWriting:

Correcting

and

rewriting5v

voicemail语音信箱，语音邮件，亦作voicemailv

customercare客户服务中心customerservicecenterv

textmessage短信

sendatextv

lunchbreak午休时间v

inbox

n.收件箱

outbox发件箱v

option

n.提供的选择

choicev

qualityassurance质量保证

Iassuremycustomerthequality.v

speechrecognitiontechnology语音识别技术

recognizesb.v

subjectline主题句;主题词v

statement

n.清单

alistfromthebank

对账单v

repayment

n.偿还

payoffv

accountnumber

n.账号

openanaccountv

particle

n.小品词，语助词v

emailmarketing邮件营销v

onlinemarketer在线营销人员；

网络营销商v

spam

n.滥发邮件，垃圾邮件，也作spamemailv

junkemail垃圾邮件v

newsletter

n.通讯v

emailnewsletter电子邮件通讯v

entrepreneur

n.企业家v

infopreneur

n.信息企业家v

italics

n.斜体字，夸张的语调

Italyv

shout

vi.引人注目，触目,哗众取宠v

paediatric

adj.儿科的，儿科学的

surgeon外科医生v

expertise

n.技能

specialknowledgev

earnings

n.收人

income

revenuev

testimonialadvertising(利用影星、球星等名人来推荐产品的)推荐广告

endorsement代言v

folder

n.文件夹

document文件v

branddevelopment品牌开发v

Chennai钦奈，原名马德拉斯(Madras)，印度第四大城市，面积128平方公里，v人口1000万Listening:Automatedvoicemailsystems1.Doyouagreewiththeviewsinthisarticle?Whatdoesyourpartnerthink?Studythegraph.

Atwhatstage(10-0)wouldyounormallyhangup?Text

messagesinterruptourlunchbreaksandpointlessemailsfillourinboxes,butarecentsurveysaysthatthemajorityofpeoplerateautomatedvoicemailsystemsandthelackofahumanvoiceonthephoneasmoderncommunication’sworstinvention.HUMANETheautomatedsystem

usesspeechrecognitiontechnology.Given

the

optionto

speak

to

aperson

at

thebeginning.Pressing

“0”still

doesn’tget

you

to

alive

personHear

therecordedmessage

that“your

call

maybe

monitoredfor

qualityWhile

you’reon

holdthere’s

amessageapologizingfor

yourThere’s

nooption

at

allto

speak

to

alive

personassurance”.being

on

hold.INHUMANE186420Onascaleof1-10,howinhumanecananautomatedvoicemailsystembe?2.Listentosomeonedealingwithanautomatedvoicesystem.1)Whatisthenameofthecompany?GHLoans.2)Whatnumberdoesthecallerpress?Thecallerpresses3becausehewantstospeaktoanoperator.3)Whichstageofthegraphdoesthecallerreachbeforeheputsthephonedown?Thecallerreaches4onthescalebeforeheputsthephonedownbecausethesystemusesspeechrecognitiontechnologywhichrequireshimtoanswer‘Yes’or‘No’.Listeningscript:C=Caller

M=MachineC:Hello,I’dliketospeakto…M:Hello.

ThankyouforcallingGHLoansCustomerCare.

You

willnowhearanumberofoptions.Pleasepresstheoptionyourequire.Forastatement,press1,forearlyrepayment,press2,foranyotherenquiryortospeaktooneofouroperators,press3…

Thankyou.C:Hello,I’mcallingabout…M:

ThankyouforcallingGHLoans.Pleasenotethatyourcallmaybemonitoredforqualityassuranceandtrainingpurposes.M:We’resorrybutallofouroperatorsarecurrentlyunavailabletotakeyourcall.Pleasehold.

Your

callisimportanttous.M:Hello.

You’re

throughtoourloansdepartment.C:Couldyouputmethroughtosomeone…M:

To

helpusdealwithyourcallquicklyandefficiently,

pleaseanswerthefollowingquestionswith‘yes’

or‘no’.Doyoucurrentlyhaveanaccountwith…3.AnotherpersonspeakstoanoperatoratGHLoansCustomerCare.Completetheformbelowwiththecaller’sinformation.GHCustomerCareAbiKayeCaller’sname:(1)__AccountNo:(2)__TI3662__21st

April1981Dateofbirth:(3)_Enquiry:loanearlylastmonthstatementItwasfortheamountof(6)_

fivethousandeurosThecallerpaidpartofher(4)_hasn’tappearedonthe(5)_____butit___________.__________.Action:Callherbackon(7)__0172443929________________at(8)____

four_______________.Vocabulary:Telephonewords1.Replacethewordsinboldinsentences1-10withawordorwordsfromthebox.

Thenlistenagaintotheconversationsfromthelastexercises.suitcall/backbearwithmetake

takeSothatwasoneput/throughput/onholdholdunavailable1)Allofouroperatorsarecurrentlytoo

busy

toanswer

yourcall.________unavailable

takehold2)Pleasewait.__3)Couldyouconnect

me

tosomeone…?__put_methroughOne4)Wait

a

moment,please.

___take5)CanIwrite

down

yourname,please?______________6)Canyouwait

for

me

forasecond?_bearwithme

________put(you)onhold7)I’mjustgoingtomake

youwait.

_8)CanIget

back

to

you?______

call__________you__

back9)Let

me

read

that

back

to

you.It’s

zerooneseven,twodoublefour,

threeninetwonine._

Sothatwas

_____.suit10)Whenwouldbe

convenient

for

you?___________2.Writethemissingparticlefromtheboxinthecorrectpositiontocompleteeachsentence.

Theremightbetwopossibleanswers.backon

backup

on

outupforwardbackdowndown1)Pleasedon’tputthephone.back2)Letmecallyoulater.back3)Letmereadthattoyou.up4)I’mjustlookinghisnumberonthecomputer.5)Doyoumindifweputthemeetingto

Tuesday?

backforward6)We’llbringtheschedulebyaweek.on7)Holdamoment.out8)Sorry,

thebatteryonmymobileisabouttorun.up9)Sorry,

he’s

tiedwithsomethingatthemoment.CanIhelp?on10)I’mjustputtingyouholdforamoment.Speaking:MakingphonecallsWork

inpairsandpractisemakingsometelephonecalls.Try

tousesomeoftheexpressionsandphrasalverbsonthispage.Student

ACall

1•

Your

surnameisJingshan.•

You

telephonecustomercareatyourbank.•

Your

accountnumberisHIE3644756.•

You

paidin$3,760lastmonthbutitdoesn’tappearonyourstatement.•

Your

numberis9807655544.Student

BCall

1You

workinCustomerCareatLSA

Banking.

Take

thecaller’sdetailsandfindoutwhattheproblemis.

You

areunabletosolvetheproblemimmediatelysooffer

tocallbacklater.

Don’tforgettotakethecaller’snumber.TELEPHONEMESSAGEMESSAGE:Call

2NowyouareMr.

Vathone’s

secretary.

Heisunavailable.FindoutwhatthecallerwantsandfindasuitabletimeforMr.

Vathone

tocallback.Completethismessageform.TELEPHONEMESSAGEMESSAGE:StudentA’smessageTELEPHONEMESSAGEMESSAGE:He/SherangtopostponemeetingwithMr.Vathoneon24th

inHongKong,China.Call

2•

Your

surnameisJakuczik.

You

arecallingonamobilephoneandthebatteryislow.•

You

wanttospeaktoyourcustomercarerepresentative,Mr.Vathone.•

Your

accountnumberis

YE99-087.•

You

wanttopostponeyourmeetingwithhionthe24th

inHongKong,China.•

You

areinat7pm(UStime).StudentB’smessageTELEPHONEMESSAGEMESSAGE:He/Shepaid$3,760intoaccount,butitisn’tonthismonth’sstatement.Reading:Emailmarketing1.Doyouoftenreceivethesekindsofemailinyourinbox?Doyouopenordeletethem?Becomeanonlinemarketer

TEACH

YOURSELFINJUST

2HOURSIMPORTANT!

IEarnProfits…WithoutDoing

AnythingnotrainingrequiredOpenthemDeletethem•may

have

somethingI’vebeen

•unwantedemailslookingfor•may

containavirus•may

have

usefulinformation•They’rejunkmailsandI•curiousaboutwhattheymay

don’twant

towastemy

timecontain

toopenthem.2.Readthisarticleaboutanemailmarketerandanswerquestions1-3.Everymonth7,000peoplereceiveemailnewslettersfromDr.

ManiSivasubramanian.Ingloriousitalics,capitals,underliningandbold,thesubjectlinesshout:‘ExplodeYour

Online

Marketing

Profits

–inJust14Days!’

or‘IMPORTANT

EarnProfits…Without

Doing

Anything

Different!’Butbeforeyoudeletethisspamfromyourinbox,Dr.

Mani,ashepreferstobecalled,givesonlinehelpandadviceaboutmarketingaswellasworkingasapaediatricheartsurgeoninChennai,India.Hedonatesupto50%ofhisprofitsfromsellingmarketingexpertisetotheChildren’sHeartFoundation,whichhecreatedtoprovideheartsurgerytopoorIndianchildren.SivasubramanianfirstdiscoveredtheInternetasasurgicalstudentin1996.

Two

yearslater,

hestartedsellingmedicalinformationonline.Laterherealizedhecouldpassonhisonlinemarketingexpertiseaswellwhichhedoesnowinfourteendifferentemailmarketingnewsletters,withtipsonhowtobecomeanonlinemarketer.

Lastyearhetookhome$250,000fromhisonlinework,whilestillworkingupto50hoursaweekattheInstituteofChildHealthandHospitalforSickChildren.Hisfoundationtookabout$10,000,whichhashelpedtopayforthirteensurgeriesacrossIndia.1)WhydoesDr.

Manisendemailnewsletters?A.

To

givemedicaladvice.B.

To

givemarketingadvice.C.

To

advertisehischarity.2)In1998,Dr.

Mani…A.startedsendingmarketingnewsletters.B.startedsellingmedicalinformation.C.setuptheChildren’sHeartFoundation.3)

Thequarterofamilliondollarsfromhismarketingw