新编剑桥商务英语unit_9 PPT
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Module 9
9.1 Branding
1 Reading: What’s that smell? 2 Speaking: Discussing branding 3 Grammar: Relative clauses 4 Reading: Chinese luxury obsession
Reading: What’s that smell?
2. Read the following article and write in the correct letter, A-G, for the missing phrases.
What’s that smell?
David Van Epps opens his briefcase and touches several of the 72 bottles inside. ‘Here’s one you’ll like,’ he says, taking the top off one. He dips a paper strip inside and waves it under his nose, brБайду номын сангаасathing 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.
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 installed. 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 teascented items, including $36 candles.
A. where the odour of waffle-cones were released into the air to encourage visitors to an out-of-the-way ice cream shop
B. that his grandmother used to make
One thing that interests me about this is that smell can have such an effect on humans.
•One thing that surprises me is…
One thing that surprises me is that ScentAir’s turnover has quadrupled as a result.
ScentAir is a company which sells scents.
Main clause
• One thing that I find hard to believe is…
The sales of Hard Rock Hotel jumped 45% in the first six months after a ScentAir device was installed.
2. What smell could you use to brand the following? You can use suggestions in the pictures. * your company’s product or service * your school or college * a new range of clothing * bicycles * a language course
Speaking: Discussing branding
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 …
G. who walk around reception will get a whiff of a chocolate chip cookie
ScentAir first started putting that attitude into bottles (3)___________. ScentAir will change 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.
Fragrance is as much 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, says Van Epps. ‘What’s better than having a brand people want to use because of fragrance?’
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
10
Grammar: Relative clauses
We 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.
G. who walk around reception will get a whiff of a chocolate chip cookie
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.’ There’s LG Electronics (7)_________, or the cherry smell from billboards advertising a new shampoo from L’Oreal. All we need now is a PC that can pick up aromas from websites.
1. What is your favorite brand of …? • coffee? • soap? • clothes? Tell your partner and explain why you choose that particular brand. Is your choice product or service because of its smell?
A. where the odour of waffle-cones were released into the air to encourage visitors to an out-of-the-way ice cream shop B. that his grandmother used to make C. which typically includes more than six smells D. whose recently-introduced cell phone keypad was lavender-scented E. when it began twelve years ago F. why so many companies are now associating brands with a scent G. who walk around reception will get a whiff of a chocolate chip cookie
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 control the strength with a dial. Monthly refills are &100 per device.
A. where the odour of waffle-cones were released into the air to encourage visitors to an out-of-the-way ice cream shop
B. that his grandmother used to make
C. which typically includes more than six smells
D. whose recently-introduced cell phone keypad was lavender-scented
E. when it began twelve years ago
F. why so many companies are now associating brands with a scent
C. which typically includes more than six smells
D. whose recently-introduced cell phone keypad was lavender-scented
E. when it began twelve years ago
F. why so many companies are now associating brands with a scent
9.1 Branding
1 Reading: What’s that smell? 2 Speaking: Discussing branding 3 Grammar: Relative clauses 4 Reading: Chinese luxury obsession
Reading: What’s that smell?
2. Read the following article and write in the correct letter, A-G, for the missing phrases.
What’s that smell?
David Van Epps opens his briefcase and touches several of the 72 bottles inside. ‘Here’s one you’ll like,’ he says, taking the top off one. He dips a paper strip inside and waves it under his nose, brБайду номын сангаасathing 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.
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 installed. 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 teascented items, including $36 candles.
A. where the odour of waffle-cones were released into the air to encourage visitors to an out-of-the-way ice cream shop
B. that his grandmother used to make
One thing that interests me about this is that smell can have such an effect on humans.
•One thing that surprises me is…
One thing that surprises me is that ScentAir’s turnover has quadrupled as a result.
ScentAir is a company which sells scents.
Main clause
• One thing that I find hard to believe is…
The sales of Hard Rock Hotel jumped 45% in the first six months after a ScentAir device was installed.
2. What smell could you use to brand the following? You can use suggestions in the pictures. * your company’s product or service * your school or college * a new range of clothing * bicycles * a language course
Speaking: Discussing branding
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 …
G. who walk around reception will get a whiff of a chocolate chip cookie
ScentAir first started putting that attitude into bottles (3)___________. ScentAir will change 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.
Fragrance is as much 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, says Van Epps. ‘What’s better than having a brand people want to use because of fragrance?’
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
10
Grammar: Relative clauses
We 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.
G. who walk around reception will get a whiff of a chocolate chip cookie
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.’ There’s LG Electronics (7)_________, or the cherry smell from billboards advertising a new shampoo from L’Oreal. All we need now is a PC that can pick up aromas from websites.
1. What is your favorite brand of …? • coffee? • soap? • clothes? Tell your partner and explain why you choose that particular brand. Is your choice product or service because of its smell?
A. where the odour of waffle-cones were released into the air to encourage visitors to an out-of-the-way ice cream shop B. that his grandmother used to make C. which typically includes more than six smells D. whose recently-introduced cell phone keypad was lavender-scented E. when it began twelve years ago F. why so many companies are now associating brands with a scent G. who walk around reception will get a whiff of a chocolate chip cookie
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 control the strength with a dial. Monthly refills are &100 per device.
A. where the odour of waffle-cones were released into the air to encourage visitors to an out-of-the-way ice cream shop
B. that his grandmother used to make
C. which typically includes more than six smells
D. whose recently-introduced cell phone keypad was lavender-scented
E. when it began twelve years ago
F. why so many companies are now associating brands with a scent
C. which typically includes more than six smells
D. whose recently-introduced cell phone keypad was lavender-scented
E. when it began twelve years ago
F. why so many companies are now associating brands with a scent