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1、Module 9,Contents,9.1 branding 9.2 getting through,9.1 Branding,Reading: Whats that smell?,Speaking: Discussing branding,Grammar: Relative clauses,Reading: Chinese luxury obsession,4,1,2,3,Reading: Whats that smell?,1. What is your favorite brand of ? coffee? soap? clothes? Tell your partner and exp
2、lain why you choose that particular brand. Is your choice product or service because of its smell?,2. Read the following article and write in the correct letter, A-G, for the missing phrases.,Reading,Translation Scan the text Complete the article with the phrases Underline any smell Examples of how
3、companies have used these smells Synonyms for the word smell Text study title,句子翻译：A-G,A. where the odour of waffle-cones were released into the air to encourage visitors to an out-of-the-way ice cream shop 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的走向一家地点偏僻的冰激凌店 B. that his grandmother used to make C. which ty
4、pically includes more than six smells,D. whose recently-introduced cell phone keypad was lavender-scented 它最近推出的手机键盘散发出薰衣草香味 E. when it began twelve years ago F. why so many companies are now associating brands with a scent 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. who walk around reception will get a whiff of a
5、 chocolate chip cookie 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,Language points,What is that smell? 那是什么味道？ 闻香而动 香气与品牌,Para 1,Van Epps 范艾普 Bree .Van De Camp _ 布里范德坎普,Briefcase 手提箱 Take off将取走 Strip 条状物， paper strip 纸条 Smell of Sugar and butter 带有黄油味道的香甜气息 Fragrance芳香，花香 ScentAir 芬芳空气 The scent of a woman Brand i
6、dentity 品牌识别,Para 2,Jingle广告歌 In the mood Vanilla and mandarin香草-柑橘味 Mandarin Language 普通话 Mandarin duck 鸳鸯 Mandarin Orange橘子 Get a whiff of What is better than having a brand people want to use because of fragrance? 还有什么比用香味增加品牌吸引力更为巧妙的方法呢？,Fragrance as a marketing tool Sony Doubletree Hotel Procto
7、r and Gamble,Para 3 Custom 定制的 Quadruple 成为四倍的 Para 4 Liquid aroma 芳香剂 Cartridge芯式容器，套筒 Dial调节控制器 Refill 重新装满 Out-of-the-way 偏僻的，不为人知的,Para 6 Smell has a greater impact on purchasing than everything else combined. If something smells good, the product is perceived as good. 气味对于购买欲望的影响比所有其他影响因素结合起来影响
8、都打。一个产品如果闻起来舒服，人们就会认为他是好产品,Underline any smell Sugar and butter带有黄油味道的香甜气息 Vanilla and mandarin香草-柑橘味 White tea Lavender cherry,Examples of how companies have used these smells Para 2:in stores to put customers in the mood for buying (Sony) Attract the customers to displays (P&G) Para5: make shopper
9、s wait longer Visit an out-of-the-way ice cream shop (Hard Rock Hotel) Create the perception that the product is good Mobil phone keypad (LG) On billboards (L,Oreal),Synonyms for the word smell Aroma香味，香气，强烈的弥漫的香味 Odour气味，香味或臭味 Scent较弱的香味 Fragrance香味，芬芳，尤指花香，比scent 更清新甜美,Speaking: Discussing brandin
10、g,1. Try to complete the sentences below about what you have read. Tell your partner what you think.,One thing that interests me about this is One thing that surprises me is One thing that I find hard to believe is,One thing that interests me about this is that smell can have such an effect on human
11、s.,One thing that surprises me is that ScentAirs turnover has quadrupled as a result.,The sales of Hard Rock Hotel jumped 45% in the first six months after a ScentAir device was installed.,Reading: Chinese luxury obsession,Read about luxury brands in China. Each line contains one mistake (including
12、punctuation). Correct it.,Chinese luxury obsession 0. When that many people visit cities in China, they are still surprised to see the luxury 00. brands who normally fill the fashion boutiques of New York and Paris. But in a 1. country which more and more young people have become big-spending consum
13、ers, 2. the worlds top brands attract twenty- and thirty-somethings what, in a recent survey, 3. say they want to seize every opportunity to enjoy life. Take Miss Yu, whos monthly 4. salary is 5,000 yuan working as a journalist. She regularly stops by the boutiques 5. where, you can find Louis Vuitt
14、on or Gucci. She explains the reason when: I think a 6. bag worth 10,000 yuan is more suitable for me than 100 bags at 100 yuan each. 7. And her fashion collection, whose includes names such as Chanel, Burberry and 8. Prada, is far from unique in a country why the proportion of luxury goods purchase
15、d 9. nowadays, is 40% compared to only 4% globally.,which,where,who,whose,delete comma,why,which,where,delete comma,Boutique Big-spending Monthly salary Louis Vuitton Gucci Chanel Burberry Prada,9.2 Getting through,Vocabulary: Telephone words,Speaking: Making phone calls,Reading: Email marketing,4,2
16、,3,5,Writing: Correcting and rewriting,Vocabulary: Telephone words,1,Listening9.2,Listening 9.2,Key words Customer care Statement Repayment 偿还 Account number Bear with Go through Call back,3. Another person speaks to an operator at GH Loans Customer Care. Complete the form below with the callers inf
17、ormation.,Callers name: (1)_ Account No: (2)_ Date of birth: (3)_ Enquiry: The caller paid part of her (4)_ but it hasnt appeared on the (5)_. It was for the amount of (6)_. Action: Call her back on (7)_ at (8)_.,GH Customer Care,Abi Kaye,TI3662,21st April 1981,loan early last month,statement,five t
18、housand euros,0172443929,four,Vocabulary: Telephone words,1. Replace the words in bold in sentences 1-10 with a word or words from the box. Then listen again to the conversations from the last exercises.,suit call/back bear with me So that was put/through hold unavailable take take one put/on hold,1
19、) All of our operators are currently too busy to answer your call. _ _ 2) Please wait. _ 3) Could you connect me to someone? _ me _ 4) Wait a moment, please. _ 5) Can I write down your name, please? _ 6) Can you wait for me for a second? _ 7) Im just going to make you wait. _ 8) Can I get back to yo
20、u? _ you _ 9) Let me read that back to you. Its zero one seven, two double four, three nine two nine. _. 10) When would be convenient for you? _,unavailable,take,hold,put,through,One,take,bear with me,put (you) on hold,call,back,So that was,suit,2. Write the missing particle from the box in the corr
21、ect position to complete each sentence. There might be two possible answers.,back on back up on out up forward back down,1) Please dont put the phone. 2) Let me call you later. 3) Let me read that to you. 4) Im just looking his number on the computer. 5) Do you mind if we put the meeting to Tuesday?
22、 6) Well bring the schedule by a week. 7) Hold a moment. 8) Sorry, the battery on my mobile is about to run. 9) Sorry, hes tied with something at the moment. Can I help? 10) Im just putting you hold for a moment.,down,back,back,up,back,forward,on,out,up,on,Speaking: Making phone calls,Work in pairs
23、and practise making some telephone calls. Try to use some of the expressions and phrasal verbs on this page.,Student A Call 1 Your surname is Jingshan. You telephone customer care at your bank. Your account number is HIE364 4756. You paid in $3,760 last month but it doesnt appear on your statement.
24、Your number is 980 765 55 44.,Student B Call 1 You work in Customer Care at LSA Banking. Take the callers details and find out what the problem is. You are unable to solve the problem immediately so offer to call back later. Dont forget to take the callers number.,CALLER: MESSAGE: ACCOUNT NUMBER: CA
25、LL BACK AT:,TELEPHONE MESSAGE,CALLER: Mr. / Ms. Jingshan MESSAGE: He / She paid $3,760 into account, but it isnt on this months statement. ACCOUNT NUMBER: HIE364 4756 CALL BACK AT: (time) on 980 765 55 44,TELEPHONE MESSAGE,Student Bs message,Reading: Email marketing,1. Do you often receive these kin
26、ds of email in your inbox? Do you open or delete them?,Become an online marketer - TEACH YOURSELF IN JUST 2 HOURS IMPORTANT! I Earn Profits Without Doing Anything - no training required,2. Read this article about an email marketer and answer questions 1-3.,Every month 7,000 people receive email news
27、letters from Dr. Mani Sivasubramanian. In glorious italics, capitals, underlining and bold, the subject lines shout: Explode Your Online Marketing Profits in Just 14 Days! or IMPORTANT Earn Profits Without Doing Anything Anything Different! But before you delete this spam from your inbox, Dr. Mani,
28、as he prefers to be called, gives online help and advice about marketing as well as working as a paediatric heart surgeon in Chennai, India. He donates up to 50% of his profits from selling marketing expertise to the Childrens Heart Foundation, which he created to provide heart surgery to poor India
29、n children. Sivasubramanian first discovered the Internet as a surgical student in 1996. Two years later, he started selling medical information online. Later he realized he could pass on his online marketing expertise as well - which he does now in fourteen different email marketing newsletters, wi
30、th tips on how to become an online marketer. Last year he took home 250,000 from his online work, while still working up to 50 hours a week at the Institute of Child Health and Hospital for Sick Children. His foundation took about $10,000, which has helped to pay for thirteen surgeries across India.
31、,Italics 语调 Subject line Paediatric 儿科 Chennai 钦奈,1) Why does Dr. Mani send email newsletters? A. To give medical advice. B. To give marketing advice. C. To advertise his charity. 2) In 1998, Dr. Mani A. started sending marketing newsletters. B. started selling medical information. C. set up the Chi
32、ldrens Heart Foundation. 3) The quarter of a million dollars from his marketing work A. were his earnings. B. went to his foundation. C. paid for new surgeries.,Writing: Correcting and rewriting,1. Read these guidelines on using email at work. Complete the text with words from the first five lines o
33、f the article about Dr. Mani on the above page.,1) Always check your _ for correct spelling, formality, grammar and punctuation before you send it. 2) Do not use _. People will think you are SHOUTING! 3) Do not open _. It may contain a virus. 4) Avoid marking all emails Urgent or _. 5) Use a meaning
34、ful _ line which is short and clear. 6) Dont let your _ fill up. Reply quickly.,email,capitals,spam,important,subject,inbox,More useful rules for emails,With mails to people you dont know, use formal expressions such as Dear, I am writing to.I look forward to Organize your emails into folders Send m
35、any attachments in separate emails Only CC emails to someone else when it is necessary,2. Which of the rules in exercise 1 were broken by the person who wrote this email?,IMPORTANT! Telephone me back as soon as possible as Im going out tonight Hi Mr Kay I received youre message on my voicemail this
36、morning which was about next weeks brand development meeting. When I called back you were unavailable. I am delighted to let you know that I will be able to participate. Please find attachment the latest proposal from ScentAir. I look forward to see you then Yours faithfully J.,Answers:,The person b
37、roke the following rules: 1) He / She didnt check for things like spelling, grammar and formality (eg. received / I took forward to see you then / Hi). 2) and 4) He / She used capitals and marked it IMPORTANT! 3) The subject line wasnt short and clear.,称呼与结尾敬语的对应关系,3. Work in pairs and re-draft the
38、email.,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 find attached ScentAirs latest proposal, which we can discuss in more detail next week. I look forward to seeing you. Best regards John Taylor,Thank you!,