How Do You Know if Leather Is Made From Pig
Business English
( taken from MAKET LEADER)
Unit of measurement one
BRANDS
A. Listing some of your favourite brands. Then answer these questions.
1. Are they International or national brands? They are International Brands
ii. What image and qualities does each one have?
phrases to help you. Image and qualities of each br 
ands is cool and durable, just also made me looks stylish
3. Why do people buy brands? considering, ordinarily known branded items have better quality than the cheap ones
iv. Why exercise you lot call back some people dislikes brands? Because the brands is not reliable
5. How loyal are y'all to the brands you take chosen? non too loyal, because there are so many brands to be choosen
For example, when you purchase jean, do you ever buy Levi'southward
B. A recent survey named the brands below as the earth'southward top ten. Which exercise
you think is number one? Rank the others in club.
Reply :
one. Marlboro
2. IBM
3. Microsoft
four. Mercedez Benz
v. Coca-cola
6. McDonald
seven. Intel
8. Disney
9. Nokia
10. General Electric
Vocabulary
Brand Direction
A. Lucifer these word partnerships to their meanings.
B. Complete these sentences with word partnerships from exercise A
Brand
1. the cosmos of Virgin Cola, Virgin Air, Virgin Rail and Virgin bride is an
example of … brand streching ……….(contoh)
ii. Consumers who always buy Levi's when they need a new pair of jeans are
showing … Brand awareness …
iii. not enough people recognize our logo; nosotros need to spent a lot more on raising
… .Brand Paradigm ….
PRODUCT
1. David Beckham advertising Vodafone is an example of … product
endorsement …… (contoh)
2. A … Product launch .. consists of introduction, growth , maturity and reject.
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 Productionorth
A. Why do some companies make luxury products away rather than at domicile?
Considering they trust near the quality for the products
B. Read the commodity and answer these questions.
i. Which brands are mentioned? Do you know which country each is from?
Burberry (Italy), Coach (The states), Prada (Italy), Gucci (Italia)
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
Past Jo Johnson, Fred Kapner and Richard McGregor
Virtually 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 by five years, it has lifted all its gross margins past manufacturing
solely in low-cost markets. In March 2002 it closed its mill in Lares, Puerto Rico, its
last company-owned establish, and outsources all its products.
Burberry has many Asian licensing arrangements. In 2000 it decided to renew
Sanyo's Japanese licence for twenty ten years. This means that nigh half of Burberry'due south
sales at retail value will go along to be produced nether 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 beyond 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 volition
continue to be seen, particularly in Asia, as European. Domenico De Sole of Gucci says "
The Asian Consumer really dos believe – whether information technology'southward true or non – that luxury comes
from Europe and must exist made there to be the best.'
Serge Weinberg, Chief Executive of Pinault Printemps Redoute, which controls
Gucci, says information technology will not move Gucci'southward production of shore. Yet some in the industry
recognize that modify may be round the corner even for the superluxury brands. Patrizio
Bertelli, Master Executive of Prada, says:' The "Made in Italy" label is important but what
we are really offering is a style, and mode is an expression of culture.' He therefore
recognizes that quality fashion items may non always need to be produced in italy.
From the Financial Times
Fiscal TIMES
World Business organisation Paper
C Which of these statements are truthful? Correct the imitation ones.
1. Bus has no longer manufactory in Puerto Rico. (true)
2. Motorbus, like many other companies, is outsourcing its product to reduce
costs. (truthful)
3. Some Japanese people choose to buy Burberry products made in Europe rather
than in Nihon. (true)
4. Sanyo'south store in Tokyo sells Burberry's product made in Asia. (false)
5. According to Domenico De Solle, the best luxury products are fabricated in Nippon.
(fake)
6. Gucci is planning to outsource some of its products. (false)
seven. Partizio Bertelli believes that luxury mode products should always exist made in
Europe (false)
8. Amitava chattopadhyay says that companies demand to pay careful attention to
where they manufacture their products. (true)
C. Choose the best summary of the article.
a. Nigh manufacturers of luxury brands do not wish to produce their goods in lowcost
countries because their believe that information technology volition impairment their brand image.
b. Nigh manufacturers of superlative 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 impairment the reputation of these
luxury brands.
Linguistic communication Review
Present simple and present continuous.
The Present simple and Nowadays continuous have several uses.
• Nosotros use the present simple to requite factual information, for case about
visitor activities.
Jitney outsources all its products.
Does Burberry outsource its products?
• We utilise the nowadays simple to talk almost routine activities or habits.
I e'er buy Armani suits. Practise y'all ordinarily buy designer brands?
• We utilise the nowadays 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 nosotros usually employ with the present simple?
Always, as a rule, by and large, normally, ordinarily, often, never, regularly, sometimes,
seldom, present, when, oft, every day, now and then, etc
B. Which of the time expressions exercise nosotros usually use with the present continuous?
Now, today, right now, now, tonight, tomorrow, this afternoon, soon, in a few
days, this morning, etc
Which are used with both?
Usually (Simple nowadays tense)
this year (Simple present continuous tense)
every day (Simple present tense)
now (Elementary present continuous tense)
Frequently (Unproblematic nowadays tense)
nowadays (Elementary present tense and Simple present continuous tense)
in one case a month (Uncomplicated present tense)
Currently (Simple nowadays continuous tense)
at the moment (Simple nowadays continuous tense)
these days (Unproblematic present continuous tense)
C. Complete these sentences with the present simple or the nowadays continuous
forms of the verbs in brackets.
1.a. This year we trying (endeavour) to develop a brand with personality.
b. We ordinarily 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 proper name that suggests something
about the production's benefits and qualities.
three. a. L'Oreal sells (sell) cosmetics and toiletries to customers around the earth.
b. This year 50'Oreal investing (invest) over 180£k in R & D.
iv. a. The marketing department always keep (go on) within its budget.
b. Considering the company fabricated a loss concluding year, the marketing department endeavor (try) to
reduce costs.
D. Complete the text below with the present uncomplicated or present continuous forms of
the verbs in brackets.
At the moment I working (work) for a cosmetics visitor. Nosotros offering a full range of
cosmetic products and sell (sell) cosmetics and toiletries around the world. Our primary
cosmetics make dominate (boss) the French marketplace and it doing (do) well in the residuum
of Europe at the moment, too. In fact, the make get (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 make is distinctive and stands(stand) out from the competition. However, this
year we creating (create) a completely new brand of cosmetics.
Word
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 make was 100 years old. Although its make epitome is based
on the spirit of wild and rebellious youth such as Marlon Brando in the film The Wild
I (1954), the typical consumer is very different. They are likely to be rich, middleaged
accountants trying to recapture their youth. The average historic period of Harley Davidson
customers is 46 compared with 36 for the rest of the motorbike industry. At the political 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 accept 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 –smash
generation (1946 – 1964) and, as these customers become older, Harley Davidson may find its
market shrinking.
ane. What is the make prototype of Harley Davidson? Make image of Harley
Davidson is based on the spirit of wild and rebellious youth such every bit
Marlon Brando in the flick The Wild One (1954)
2. Why were many people unhappy well-nigh the music at the party? Because, at
the party to gloat 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 take in the future? The
problem is market shrinking, considering Harley Davidson's typical
customers from the baby –boom generation (1946 – 1964) and, as these
customers go older
4. What can Harley Davidson fo to preserve it sales? Should it alter its
make image? Should it wait for a new market segments? Should it stretch
its brand? My opinion is Harley Davidson should wait for a new market place
segment
Instance 2 : JCB
JCB is a earth-famous engineering company. It was founded in 1945 by Joseph Cyril
Bamford. He began his business working alone in a pocket-size garage. JCB makes
construction and farm machinery such as tractors, world-moving vehicles, and
loading machines. Now its earth headquarters in England is ane 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 enquiry showed that its customers associated with the visitor with the
following brand values :'yellow,'digger', and 'durable'. Developed saw the brand and existence
functional. Children, on the other manus, saw the brand equally 'big', 'muddy' and 'fun'. JCB
made a conclusion to stretch its brand.
i. 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 visitor with the following brand values
:'yellow,'digger', and 'durable'
iii. What sort of products practice you retrieve JCB adult as a result of its inquiry? JCB
makes structure and agricultural equipment such as tractors, earth-moving
vehicles, and loading machines.
iv. Can you retrieve of a similar instance of make-stretching in your country?
Useful Language
UNIT 2
TRAVEL
A. Reply these questions individually. So compare your answers with a partner.
1. How often do yous travel past air, road and ocean? I often travel past the road.
two. What do yous enjoy about traveling? What don't y'all enjoy? I enjoy my travelling
considering I will know a lot of new place, and so I have new experience from my
travelling. I don't relish my travelling because I had a worst experience from
some place i trip before
3. Put the post-obit in order of importance to you lot when you travel?
Comfort , safe, price, reliability, speed
1. Safety
ii. Comfort
iii. Price
4. Reliability
5. Speed
four. Does the order modify for unlike types of travel? Yeah. Information technology does
B. Choose the right word from the box to complete the following list of things
which irritate people when flying.
Seats ,trolleys, queues, luggage
Room ,cancellations, food, jet
ane. Non plenty leg trolleys
ii. lost or delayed seats
3. long queues at check in
4. poor quality food and beverage
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 significant. For each pair
decide which is British English and which is American English.
1. Subway (H) a. motorway
two. metropolis heart (K) b. lift
3. comport-on luggage (I) c. public toilet
4. one way (F) d. schedule
5. return (J) e. economy form.
6. Freeway (A) f. unmarried
vii. rest room (C) g. parking lot
8. elevator (B) h. underground
9. coach grade (E) i. hand luggage
10. timetable (D) j. circular trip
xi. automobile park (Chiliad) 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 cease. First of all there was a
filibuster on the manner to the airport equally there was an accident on the motorway When I got
there I plant 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
schedul e and waiting for twoscore minutes, we finally got a double-decker economic system course and found the
hotel, but the lift wasn't working and our rooms were on the 5th floor.
Reading
Air Rage
A. Reply these questions before you read the article.
ane, What was your worst experience when traveling by air? My worst experience when traveling past air is when the weather is suddenly exist bad. The plane was shaking similar it would be falling down soon.
2. Why practice some people go angry when they are traveling on a plane? they get angry if their airplane is being delayed and the don't have balls when the plane will be depart.
Road ragers in the sky
By Derek Dark-brown
Airlines and their long-suffering customers are reporting a steep climb in air rage
incidents. Some incidents are patently caused past problems which are familiar to many
regular travellers. One instance reported from America stemmed from an interminable delay
in takeoff, when passangers were cooped upwards in their aircraft on the tarmac or our hours,
without food, drink or information. Mass unrest is less common the individual
misbehaviour, equally in the instance of the convict who recently went crazy on a flight, attacked
the crew and tried to open the door in mind flying.
The psychology of air rage is a new are o report, 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 always more
passangers into their shipping, while reducing motel crew, training, and quality of service,
all o which increment passenger frustration. In addition, at that place are increasing business concern in the
US almost another cost-cut exercise, which could seriously harm passengers' health:
cabin ventilation.
I. Modern aircraft are equipped with sophisticated ac 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 net sites which criticize the airline and demand
improve service. One of the sites is enervating an air passengers' Nib of Rights.
Cabin and flight crews, who are in the front line of the battle confronting disruptive
and dangerous in-flight behaviour, have chosen for stiffer penalties against the offenders.
Management have also chosen or legislation – while denying that its cost-cutting practices
have contributed to the problem. Just 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 well-nigh frequent complaint for all, and are removing
seats to brand more room for their customers.
Exercise:
A.Consummate EACH DIALOGUE WITH THE CORRECT FROM OF GOING TO
OR Will
1 A.I'm really sorry,I can't have yous to the station .Something has but come up up
B.Oh,don't worry,I will accept (take) a taxi
2 A.We've chosen a name four new low-toll airline
B.Really,What volition you call (you/phone call) it?
3 A.Have you decided how to increase the number of passengers?
B.Yep,nosotros are going to offer (offer) a family discount at weekends.
four A.I tin't transport an e-mail to the travel amanuensis;my computer's just crashe
B.Write down your details and I will fax (fax) them over for you lot.
5 A.How'southward your girl?
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 Nowadays Elementary TO COMPLETE
THE SENTENCES Below
1.His flight arrives / is arriving at 9 o'clock tomorrow morning.
ii.Nosotros're staying / stay at the Hilton Hotel for next month'south sales conference.
3.The next seminar is beginning / begins at iii p.grand
iv.I travel / am travelling by railroad train from Paris to London next fourth dimension.
5.The gunkhole is departing / departs at midday so you have the whole forenoon to get ready.
6.The delegation from China are seeing / see the Chairman the following Mon
C.Work IN PAIRS.Take TURNS TO Complete THE SENTENCES BELOW.USE
GOING TO,Will,THE PRESENT CONTINUOUS OR THE Present SIMPLE.
1.I'yard sad,I can't nourish the sales coming together tomorrow, I'm going to meet my mother
ii.The marketing department have decided on their travel plans for the adjacent month and I will accept the plans
3The trains are delayed considering of bad weather,so we will wait until the train is ready
4.Don't worry if you can't bulldoze me to airport, I will take a taxi
5.I've got the details of your flying to Turkey which you lot will get by
6.Oh,no!At that place'due south been an blow and the traffic will be very crowded
Source: https://naelpardosi.wordpress.com/2009/11/23/business-english-taken-from-maket-leader/
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