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ACTIVITY  1

Page 8

A) . CD 1.2 

A Brand :

*helps people to become familiar with a product.

* gives a product an identity.

* enables the target consumer to decide if they want the product or not.

 

B). CD. 1.3

What is the main function of a brand?:

 The main function of a brand is enable to people choose products over others and recognize of a better ways to companies and their differents products.

 

C) . CD. 1.4

In which two ways has Chris Cleaver's company helped Nokia? :

 

Chris helped to Nokia to expand brand, improved its products and change the perception of all clients

 

 

 

Page 16

A) . CD 1.9 

For Sholto Smith is very important:

  • Close to Client's office.

  • Technology, the Internet.

  • Business centre.

  • Good links with underground networks

  • Close to the airport

 

 

B) CD. 1.10

 

  • The breakfast on a daily basis

  • Membership to the ........................ ' 

  • Newspapers 

  • Transportation to and from the airport

  • A shuttle service to: 

  • a)the .... 

  • b) the offices in which the client works

 

 

 

Page 19

Page 19

A)

First Call:

 

Purpose :Jennifer want talk with Christina about her fashion new collection

Result: jennifer make an arrangement with christina for wednesday in the afternoon in london.

 

Second call:

 

Purpose: Jennifer can't  to meet with christina because something came up.

Result: Jennifer change  your appointment for another day

 

B) First Call

 

Jennifer : I'm calling because I'll be in london next week and I'd like to make an appointment  'to see you. I want to tell you about our new collection. 

 

Cristina : Great. What day is out you ?.  I'm fairly free next week, I think. 

 

Jennifer :  How about wednesday. '? In the afternoon? Could ..make at   then?

 

Cristina : let me look now. Let me check a daily Yes, that'd be no problem at all. what about two o'clock? Is that OK?'.

 

 

C) Second Call

 

Receptionist:  Thank you. I'm putting you through. Hello, I'm afraid she's engaged at 

the moment. want 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 came up. My plane was delayed, and I've got to reschedule my appointments. If possible, I'd like to meet her tomorrow, preferably in the morning. ............ here al the hotel, please, to confirm?

Receptionist Certainly. What's the number?

Jennifer It's 78553814 and my room is 611 .

Activity # 1

ACTIVITY  2

Page 7

A)

BRAND

 

1 loyalty -------------------> d) the tendency to always buy a particular brand 

2  image  ------------------> c) the ideas and beliefs people have about a brand  

3 stretching --------------> b) using an existing name on another type of product 

4 awareness  -------------> e)how familiar people are with a brand (or its logo and slogan) 

5 name ---------------------> a)the title given to a product by the company that makes it 

 

PRODUCT

 

6 launch ---------------------> i) the introduction of a product to the market 

7 lifecycle --------------------> j) the length of time people continue to buy a product

8 range -----------------------> f) the set of products made by a company 

9 placement -----------------> h) when products are used in films or TV programmes 

10 endorsement -------------> g) the use of a well-known person to advertise products 

 

MARKET 

11 leader ---------------------> m) the best-selling product or brand in a market 

12 research ------------------> n) information about what consumers want or need 

13 share  ----------------------> k) the percentage of sales a company has 

14 challenger -----------------> 0) the second best-selling product or brand in a market

15 segment -------------------> I) customers of a similar age, income level or social group 

B)

1 No one recognises our logo or slogan. We need to spend more on advertising to raise

 brand awareness

2 Consumers who always buy Sony when they need a new TV are showing  brand loyalty 

3 A fashion designer who launches his or her own perfume is an example of brand stretch

4 The  brand image of Mercedes-Benz is such that its products are seen as safe, reliable, 

luxurious, well made and expensive. 

5 George Clooney advertising Nespresso is an example of  product endorsment 

6 A product lifecycle consists of introduction, growth, maturity and decline. 

7 Tesco's wide product launch means that it appeals to all sectors of the UK market. 

8 The use of Aston Martin cars and Sony computers in James Bond films are examples 

of product placement

9 Microsoft is the market leader in computer software. 

10 In countries with ageing populations, the over·60s age group is becoming an 

increasingly important market segment

11 Pepsi is the market challenger in carbonated soft drinks. 

12 Focus groups and consumer surveys are ways of conducting market research

Page 10

A)

PRESENT SIMPLE (PS) - PRESENT CONTINUOUS (PC)

 

  • usually  (PS)

  • often (PS)

  • at the moment  (PC)

  • this year (PC)

  • nowadays )PS)

  • these days  (PS)

  • every day (PS)

  • once a month (PC)

  • six months ago (PS)

  • now (PC)

  • currently (PC)

B)

Complete these sentences with the present simple or the present continuous

form of the verbs in brackets. :

1 a) At the moment, eBay is working (work) with brand owners to remove fake items. 

b) eBay is spending now (spend) $20m a year analysing suspicious sales. 

2 a) Louis Vuitton usually sells (sell) its products through authentic Louis Vuitton boutiques.

b) At the moment, Louis Vuitton is negotiating (negotiate) with Hubert de Givenchy. 

3 a) Both Apple and BlackBerry are launching (launch) important new products this year. 

b) These days, a lot of people have (have) a BlackBerry. 

 

Page 15

A)

Match the words and phrases which have the same meaning_ For each pair, decide which is British English and which is American English:  

1 subway ------------------------------- m) underground  

2 city centre -------------------------------  k) downtown  

3 carry-on baggage -------------------------------  n) hand luggage   

4 one way ------------------------------- f) single 

5 return -------------------------------  j) round trip 

6 freeway -------------------------------  I) motorway  

7 rest room ------------------------------- c) public toilet  

8 elevator -------------------------------  b) lift  

9 coach class ------------------------------- e) economy class   

10 timetable ------------------------------- d) schedule 

11 car park -------------------------------0) parking lot

12 queue ------------------------------- a) line  

13 check -------------------------------h) bill 

14 reservation -------------------------------i) booking

15 ground floor -------------------------------g) first floor 

B)

 

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 . freeway . I. When I 

got there, I found the lower level of the airport parking lot was flooded. Next, my carry on baggage 

was too big and heavy, so I had to check it in. When we arrived, the subway was closed, and there were no cabs at all. After a long time trying to figure out the schedule and waiting in line  for 40 minutes, we finally got a bus downtown and found the hotel. Then there was a problem with our room reservation and, would you believe it, the elevator  wasn't working, and our rooms were on the fifth floor.

Activity # 2
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