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1、Module 99.1 Branding 9.1 BrandingReading:Whats that smell?Speaking:Discussing brandingGrammar:Relative clausesReading:Chinese luxury obsession41232Reading:Whats that smell?1.What is your favorite brand of?coffee?soap?clothes?Tell your partner and explain why you choose that particular brand.Is your
2、choice product or service because of its smell?32.Read the following article and write in the correct letter,A-G,for the missing phrases.4Whats that smell?David Van Epps opens his briefcase and touches several of the 72 bottles inside.Heres one youll like,he says,taking the top off one.He dips a pap
3、er strip inside and waves it under his nose,breathing in deeply.It smell of sugar and butter like the sugar cookies(1)_.It also makes him think of money:sugar cookies is only one of 1,480 fragrances sold by Van Epps company ScentAir Technologies and used to improve brand identity.Fragrance is as muc
4、h a marketing tool these days as a logo,a slogan or a jingle.Sony puts its customers in the mood for buying in its stores with the smell of vanilla and mandarin.At some Doubletree Hotels guests(2)_.And Proctor and Gamble has experimented with ScentAir scents to attract shoppers to displays in stores
5、,says Van Epps.Whats better than having a brand people want to use because of fragrance?A.where the odour of waffle-cones were released into the air to encourage visitors to an out-of-the-way ice cream shopB.that his grandmother used to makeC.which typically includes more than six smellsD.whose rece
6、ntly-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 cookie5 ScentAir first started putting that attitude into bottles(3)_.ScentAir will ch
7、ange as much as&25,000 to create a custom blend,(4)_.This year turnover has quadrupled as more marketers use scents to distinguish their brands.Once a client selects a scent,ScentAir puts the liquid aroma in a cartridge that fits inside a device with a fan which pushes the smell into the air.You con
8、trol the strength with a dial.Monthly refills are&100 per device.Some companies want to make shoppers wait around longer in the hope they will spot something to buy.It seems to have worked at the Hard Rock Hotel in Orlando,(5)_.Sales jumped 45%in the first six months after a ScentAir device was inst
9、alled.Westin Hotels and Resorts contacted ScentAir for a white tea fragrance to put in its 127 properties.Added to this,the hotels have just started selling white tea-scented items,including$36 candles.A.where the odour of waffle-cones were released into the air to encourage visitors to an out-of-th
10、e-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
11、a whiff of a chocolate chip cookie6 Alan Hirsch of the Smell and Taste Treatment and Research Foundation in Chicago explains the reason(6)_.Smell has a greater impact on purchasing than everything else combined.If something smells good,the product is perceived as good.Theres LG Electronics(7)_,or th
12、e cherry smell from billboards advertising a new shampoo from LOreal.All we need now is a PC that can pick up aromas from websites.A.where the odour of waffle-cones were released into the air to encourage visitors to an out-of-the-way ice cream shopB.that his grandmother used to makeC.which typicall
13、y 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 cookie7Speaking:Discussing branding1.Try to
14、 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 isOne thing that interests me about this is that smell can have such an effect on humans.One thing th
15、at 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.82.What smell could you use to brand the following?You can use suggestions in the pictures.*your companys product or service*your
16、 school or college*a new range of clothing*bicycles*a language course9大家应该也有点累了，稍作休息大家有疑问的，可以询问和交流 大家有疑问的，可以询问和交流10Grammar:Relative clausesWe often add information or more detail to the main clause of the sentence.For example,the speaker may want to say what type of company he works for.ScentAir is
17、a company which sells scents.Main clause Relative clauseComplete the defining relative clauses in these sentences with a word from the box.when where why which who whose1)The new product _ goes on sale next month isnt ready yet.2)The turnover was just under half a million _ it was first founded in 1
18、985.Now its hundred million.3)The people _ work for us are all highly qualified.4)We like to think were a supportive company _ staff are loyal.5)Let me explain some of the reasons _ were making these changes.6)The company _ I used to work is closing down,apparently.whichwhenwhowhosewherewhy11Reading
19、:Chinese luxury obsessionRead about luxury brands in China.Each line contains one mistake(including punctuation).Correct it.1213141516Chinese luxury obsession0.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
20、New York and Paris.But in a 1.country which more and more young people have become big-spending consumers,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 wor
21、king as a journalist.She regularly stops by the boutiques 5.where,you can find Louis Vuitton 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.
22、Prada,is far from unique in a country why the proportion of luxury goods purchased 9.nowadays,is 40%compared to only 4%globally.whichwherewhowhosedelete commawhywhichwheredelete comma179.2 Getting throughListening:Automated voicemail systemsVocabulary:Telephone wordsSpeaking:Making phone callsReadin
23、g:Email marketing41235Writing:Correcting and rewriting18Listening:Automated voicemail systems1.Do you agree with the views in this article?What does your partner think?Study the graph.At what stage(10-0)would you normally hang up?Text messages interrupt our lunch breaks and pointless emails fill our
24、 inboxes,but a recent survey says that the majority of people rate automated voicemail systems and the lack of a human voice on the phone as modern communications worst invention.Given the option to speak to a person at the beginning.Hear the recorded message that“your call may be monitored for qual
25、ity assurance”.While youre on hold theres a message apologizing for your being on hold.The automated system uses speech recognition technology.Theres no option at all to speak to a live personPressing“0”still doesnt get you to a live person10 8 6 4 2 0HUMANEINHUMANEOn a scale of 1-10,how inhumane ca
26、n an automated voicemail system be?192.Listen to someone dealing with an automated voice system.1)What is the name of the company?2)What number does the caller press?3)Which stage of the graph does the caller reach before he puts the phone down?GH Loans.The caller presses 2 because he wants to speak
27、 to an operator.The caller reaches 3 on the scale before he puts the phone down because the system uses speech recognition technology which requires him to answer Yes or No.20Listening script:C=Caller M=MachineC:Hello,Id like to speak toM:Hello.Thank you for calling GH Loans Customer Care.You will n
28、ow hear a number of options.Please press the option you require.For a statement,press 1,for early repayment,press 2,for any other enquiry or to speak to one of our operators,press 3 Thank you.C:Hello,Im calling aboutM:Thank you for calling GH Loans.Please note that your call may be monitored for qua
29、lity assurance and training purposes.M:Were sorry but all of our operators are currently unavailable to take your call.Please hold.Your call is important to us.M:Hello.Youre through to our loans department.C:Could you put me through to someoneM:To help us deal with your call quickly and efficiently,
30、please answer the following questions with yes or no.Do you currently have an account with213.Another person speaks to an operator at GH Loans Customer Care.Complete the form below with the callers information.Callers name:(1)_Account No:(2)_Date of birth:(3)_Enquiry:The caller paid part of her(4)_
31、but it hasnt appeared on the(5)_.It was for the amount of(6)_.Action:Call her back on(7)_ at(8)_.GH Customer CareAbi KayeTI366221st April 1981loan early last monthstatementfive thousand euros0172443929four22Vocabulary:Telephone words1.Replace the words in bold in sentences 1-10 with a word or words
32、from the box.Then listen again to the conversations from the last exercises.suit call/back bear with me So that was put/throughhold unavailable take take one put/on hold1)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
33、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 you?_ 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 takehold
34、put throughOnetakebear with meput(you)on holdcall backSo that wassuit232.Write the missing particle from the box in the correct position to complete each sentence.There might be two possible answers.back on back up on out up forward back down1)Please dont put the phone.2)Let me call you later.3)Let
35、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?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 fo
36、r a moment.downbackbackupbackforwardonoutupon24Speaking:Making phone callsWork in pairs and practise making some telephone calls.Try to use some of the expressions and phrasal verbs on this page.Student ACall 1 Your surname is Jingshan.You telephone customer care at your bank.Your account number is
37、HIE364 4756.You paid in$3,760 last month but it doesnt appear on your statement.Your number is 980 765 55 44.25Call 2Now you are Mr.Vathones secretary.He is unavailable.Find out what the caller wants and find a suitable time for Mr.Vathone to call back.Complete this message form.TELEPHONE MESSAGE26S
38、tudent BCall 1You 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.TELEPHONE MESSAGE27Call 2 Your surname is Jakuczik.You are calling on a
39、mobile phone and the battery is low.You want to speak to your customer care representative,Mr.Vathone.Your account number is YE99-087.You want to postpone your meeting with hi on the 24th in Hong Kong,China.You are in at 7pm(US time).28TELEPHONE MESSAGEStudent As message29TELEPHONE MESSAGEStudent Bs
40、 message30Reading:Email marketing1.Do you often receive these kinds of email in your inbox?Do you open or delete them?Become an online marketer-TEACH YOURSELF IN JUST 2 HOURSIMPORTANT!I Earn Profits Without Doing Anything-no training required312.Read this article about an email marketer and answer q
41、uestions 1-3.Every month 7,000 people receive email newsletters 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
42、you delete this spam from your inbox,Dr.Mani,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 create
43、d to provide heart surgery to poor Indian 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 differe
44、nt email marketing newsletters,with 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 thir
45、teen surgeries across India.321)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 Childrens Heart Foundation.3)The quarter
46、 of a million dollars from his marketing work A.were his earnings.B.went to his foundation.C.paid for new surgeries.33Writing:Correcting and rewriting1.Read these guidelines on using email at work.Complete the text with words from the first five lines of the article about Dr.Mani on the above page.1
47、)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 meaningful _ line which is short and clear.6)Dont let your _ fill up.
48、Reply quickly.Every month 7,000 people receive email newsletters 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
49、 you delete this spam from your inbox,Dr.Mani,as he prefers to be called,emailcapitalsspamimportantsubjectinbox342.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 tonightHi Mr KayI received youre message
50、on my voicemail this 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 thenYours faithfullyJ.35Answe