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1、 選 擇 教 授 劉 白 玉 證 書 就 在 不 遠(yuǎn) 處 劉 白 玉 Module 9 Branding Don t be greedy.Step by step. 9.1 Branding 9.1 Key words and expressionsbrand塑 造 品 牌aroma香 氣fragrance芳 香 ， 花 香odour氣 味waffle-cone圓 錐 形 華 夫 卷 筒paper strip小 紙 條brand identity品 牌 識(shí) 別 標(biāo) 志marketing tool營(yíng) 銷 工 具logo標(biāo) 識(shí)slogan廣 告 語 ， 口 號(hào)jingle廣 告 歌vanilla香

2、 草 9.1 Key words and expressionsmandarin柑 橘whiff（ 風(fēng) 、 氣 味 等 ） 一 陣 ， 一 吹chocolate chip cookies巧 克 力 碎 餅custom定 制 的typically典 型 的quadruple成 為 四 倍liquid aroma芳 香 劑marketer商 家 ， 專 營(yíng) 特 定 商 品 的 公 司cartridge芯 式 容 器 ， 套 筒dial調(diào) 節(jié) 控 制 器refill重 新 裝 滿 ， 重 新 注 滿 ； 替 換 裝 ， 替 換 筆 芯 ， 替 換 物out-of-the-way偏 僻 的 ， 不 為

3、 人 所 知 的 9.1 Key words and expressionslanvender薰 衣 草billboard廣 告 牌jumble打 亂 ， 使 混 亂controlling share占 主 要 股 份stake股 份 ， 利 害 關(guān) 系subsidiary子 公 司incidentally偶 然 地 ， 順 便 提 一 句multinational跨 國(guó) 公 司euro歐 元biggest seller賣 得 最 多 的 產(chǎn) 品in-tray收 文 籃 9.1 Key words and expressionsluxury brand高 檔 品 牌 ， 奢 侈 品boutiq

4、ue專 賣 店something具 有 某 種 特 點(diǎn) 的 人 或 物 ， 重 要 的 人 或 事collection收 藏 品refit重 修 ， 改 裝專 有 名 詞Doubletree Hotels兩 棵 樹 連 鎖 酒 店 （ 美 國(guó) 國(guó) 際 酒 店 集 團(tuán) ）Westin Hotels and Resort威 斯 汀 酒 店 及 度 假 村 （ 美 國(guó) 國(guó) 際酒 店 集 團(tuán) ）LG Electronics LG電 子 產(chǎn) 品 公 司Louis Vuitton 路 易 威 登 公 司 （ 法 國(guó) 著 名 時(shí) 尚 產(chǎn) 品 制 造 商 ）Gucci古 奇 皮 草 飾 品 公 司 （ 意 大

5、 利 著 名 服 裝 、 化 妝 品 、 時(shí) 尚產(chǎn) 品 制 造 商 ）Burberry巴 寶 莉 公 司 （ 英 國(guó) 服 裝 公 司 ,1856年 建 ， 制 造 作 風(fēng)雨 衣 ） Reading: whats that smell?2(P86)(1) B (2) G (3) E (4) C (5) A (6) F (7) D Speaking: discussing branding3(P86)One thing that interests me about this is that smell can have such an effect on humans.One thing tha

6、t surprises me is that Scent Airs turnover has quadrupled as a result. Grammar: relative clauses1(P88)(1) which (2) when (3) who (4) whose (5) why (6) where Grammar: relative clauses2(P88) Were a Swedish company which has controlling shares in three subsidiaries and a large stake in one smaller divi

7、sion. It is recommended therefore that we focus our financial interests on the smaller subsidiary, which incidentally is also based in Sweden. Grammar: relative clauses3(P88)(1) defining (2) non-defining (3) commas (4) The sentences in the text on page 87 containing relative clauses are those which

8、were completed with A-G in exercise2 on page 86. If students seem unsure, tell them that if there is a comma it will be non-defining.(5) that Grammar: relative clauses4(P88)(1) Let me introduce you to David whos the director of our company(2) This is the main factory where we produce car parts.(3) T

9、his is our last product which is also our biggest seller.(4) The company had a turnover of about a million euros in 2004 when it was founded in 2004. Grammar: relative clauses5(P89) I work for a company which produces software. I study at a college that specialises in business courses. The best kind

10、 of boss is someone who doesnt interfere. Grammar: relative clauses6(P89)(1) My company, which is based in Sydney, has offices all over the world.(2) Mrs Sayers, whos waiting in reception, says she has an appointment with you.(3) The man, whose briefcase we found last night, called this morning to s

11、ee if we had it.(4) The report, which Ive just finished, is in your in-tray. Reading: Chinese luxury obsession7(P89)(1) which where(2) what who(3) whos whose(4) where, (delete comma)(5) when why(6) whose which(7) why where(8) nowadays, (delete comma) 9.2 Getting through 9.2 Key words and expressions

12、voicemail語 音 信 箱 ， 語 音 郵 件customer care客 戶 服 務(wù) 中 心text message短 信lunch break午 休 時(shí) 間inbox收 件 箱option提 供 的 選 擇quality assurance質(zhì) 量 保 證speech recognition technology語 音 識(shí) 別 技 術(shù)subject line主 題 句statement清 單 9.2 Key words and expressionsrepayment償 還account number賬 號(hào)particle小 品 詞 ， 語 助 詞email marketing郵 件

13、營(yíng) 銷online marketer網(wǎng) 絡(luò) 營(yíng) 銷 商spam濫 發(fā) 郵 件 ， 垃 圾 郵 件junk email垃 圾 郵 件newsletter通 訊email newsletter電 子 郵 件 通 訊entrepreneur企 業(yè) 家infopreneur信 息 企 業(yè) 家 9.2 Key words and expressionsitalics斜 體 字 ， 夸 張 的 語 調(diào)shout引 人 注 目 ， 觸 目paediatric兒 科 的 ， 兒 科 學(xué) 的expertise技 能earnings收 入testimonial advertising（ 利 用 影 星 等 名 人

14、 推 薦 產(chǎn) 品 的 ）推 薦 廣 告folder文 件 夾brand development品 牌 開 發(fā)專 有 名 詞 ：Chennai欽 耐 ， 原 名 馬 德 拉 斯 ， 印 度 第 四 大 城 市 Listening: automated voicemail systems2(P90)(1) GH Loans(2) The caller presses 2 because he wants to speak to an operator.(3) The caller reaches 3 on the scale before he puts the phone down becaus

15、e the system uses speech recognition technology which requires him to answer Yes or No . Listening: automated voicemail systems3(P90)(1) Abi Kaye(2) TI3662(3) 21st April 1981(4) loan early last month(5) statement(6) five thousand euros(7) 0172443929(8) four Listening: automated voicemail systems4(P9

16、1)(1) unavailable/take(2) hold(3) put/through(4) One(5) take(6) bear with me(7) put (you) on hold(8) call (you) back(9) So that was(10) suit Listening: automated voicemail systems5(P91)(1) Let me call you back later.(2) Let me read that back to you.(3) Im just looking up his number on the computer./

17、Im just looking his number up on the computer.(4) Do you mind if we put the meeting back to Tuesday?/ Do you mind if we put back the meeting to Tuesday?(5) Well bring the schedule forward by a week./ Well bring forward the schedule by a week.(6) Hold on a moment.(7) Sorry, the battery on my mobile i

18、s about to run out.(8) Sorry, hes tied up with something at the moment. Can I help? (9) Im just putting you an hold for a moment. Speaking: making phone calls6(P91) Student As message(File9.1) Caller: Mr/Ms Jakuczik Message: He/She rang to postpone meeting with Mr Vathone on 24th in Hong Kong, China

19、 Account number:YE99-087 Call back at:7pm(US time). Student Bs message(File9.2) Caller: Mr/Ms Jinshan Message: He/She paid $3,760 into account, but it isnt on this months statement. Account number: HIE364 4756 Call back at: students decide time on 980 765 55 44 Reading: email marketing2(P92) (1) B (

20、2) B (3) A Writing: correcting and rewriting5(P93)(1) email(2) capitals(3) Spam (or) email newsletters(4) important(5) subject(6) inbox Writing: correcting and rewriting6(P93) -With emails to people you dont know, use formal expression such as Dear,I am writing to,I look forward to. -Organise your e

21、mails into folders. -Send many attachments in separate emails. -Only cc emails to someone else when its really necessary. Writing: correcting and rewriting7(P93)The person broke the following rules:(1) He/She didnt check for things like spelling, grammar and formality (eg received/I look forward to

22、see you then/Hi).(2) and 4 He/She used capitals and marked it IMPORTANT!(5) The subject line wasnt short and clear. Writing: correcting and rewriting8(P93) Dear Mr kay, Further to your message regarding next weeks brand development meeting, I can confirm that I will be able to attend. Please also fi

23、nd attached ScentAirs latest proposal, which we can discuss in more detail next week. I look forward to seeing you. Best regards John Taylor 9.3 Writing Test: Part Two 9.3 Key words and expressionsscenario（ 未 來 可 能 發(fā) 生 的 ） 局 面 ， 情 況 ， 趨 勢(shì)visual 形 象 化 的 ， 直 觀 的checklist一 覽 表heading標(biāo) 題 subheading小 標(biāo) 題

24、register語 域 ， 使 用 域soft drink軟 飲 料focus group專 題 調(diào) 研 小 組 Exam practice(P94-95)Report on findings from focus group researchIntroductionThe aim of this report is to make recommendations based on findings from ten focus groups.FindingsFirstly, nearly three-quarters of responses to the cherry flavour we

25、re very positive with only 7% being neither positive nor negative about the product.On the other hand, about two-thirds said they disliked the strawberry flavour because of the sugar and artificial taste.Finally, with regard to the normal and diet versions, approximately 20% more people preferred th

26、e diet cherry version and nearly three times as many preferred the diet strawberry version.RecommendationsBased on these findings, I would recommend that the company launches two types of cherry flavour drink (normal and diet). While I wouldnt suggest a normal strawberry version, the company could consider producing a diet version which was clearly more popular. Success will visit you!