Vocabulary: Brand management

A

1 luxury brand

2 brand manager

3 brand leader

4 classic brand

5 brand image

6 brand loyalty

7 brand stretching

8 brand awareness

B

1 classic brand 3 brand image

2 brand awareness 4 luxury brand

Listening: What is branding?

Part 1

A 2.1

1 name 4 quality

2 differentiate 5 synergy

3 competitors’ 6 money

Part 2

B 2.2

	BRANDS
Stand-alone or individual brands					Corporate or family brands
Ariel Haagen Daz Direct Line Insurance Marlboro					Heinz Virgin Marks and Spencer Levis

Part 3

C 2.3

Customers want:

1 new brands

2 choice

3 different products

Customers like to:

1 rely on the quality levels guaranteed by the company.

2 trust products.

3 identify with brands.

Reading: Fashion piracy

B

1 c) 2 d) 3 e) 4 f) 5 g) 6 a) 7 i) 8 b) 9 j) 10 h)

C

1 T-shirts, jeans & baseball caps.

2 Because Calvin Klein has become a more well- known Brand, and is therefore more profitable to copy.

3 By establishing a network of employees and external specialists.

D

1 It took a passive approach.

2 Because of the increase in counterfeiting and because it reduces the company’s sales and damages its brand image.

3 It has expanded its business outside N. America, increased spending on advertising and signed licensing deals with partners for whole regions rather than individual countries, the previous practice.

Language review: Past simple and present perfect

A

1 launched

2 increased

3 have fallen

4 have copied

5 has become

6 organized

7 have found

8 have seized

9 contacted

10 informed

11 have had

12 have lost

UNIT 3 Travel

Starting up

C

British English:

petrol

lorry

car park

holiday

taxi

luggage

return

tube

steward/stewardess

motorway

queue

timetable

American English:

gasoline

truck

parking lot

vacation

cab

baggage

round trip

subway

flight attendant

freeway

line

schedule

Reading1: Free flight offer

1 To gather information about Emirates’ existing customers.

2 A free Economy ticket flight voucher.

3 You must take a First or Business Class trip with Emirates before July this year.

4 To encourage people to respond.

B

Research (U), location (C), information(U),

questionnaire(C), network(C), accommodation(U)

C

information (informations)

research (researches)

accommodation (accommodatoins)

Language review: will

1 you will have experienced (line 1)

2 you’ll be helping(line 4)

3 This will ensure(line 5)

4 we will send(line 7)

5 we will be entering (line 10)

6 winner will receive (line 11)

7 You’ll find (line 16)

8 winner will be notified (line 18)

9 we will be welcoming (line19)

1 will + the perfect:1

will + the infinitive (without to):3,4,6,7

will + the passive:8

will + be + verb + ing: 2,5,9

2 1

3 3,4,5,6,8

4 7

This information will help us (line 4)

Your feedback will also allow us (line 5)

Future will be of genuine relevance (line 8)

you will be doing us a great favor (line 11)

will be entered in a free prize draw (line 16)

The winner will enjoy (line 19)

We will thank everyone (line 28)

Skills: Making arrangements on the telephone

B 3.1, 3.2

a) The caller (Philippa Knight) phones Maria Bonetti to make an appointment to see her in London next week. The appointment is fixed for Wednesday at 2pm.

b) Philippa Knight calls Maria Bonetti to reschedule their meeting because her plane has been delayed. Maria Bonetti’s phone is engaged when she rings so she leaves a message.

C-D 3.1 3.2

C 1 I’d like to make an appointment to see

2 day would suit you

3 How about Wednesday

4 you make it

5 me check my diary

6 what about

D 1 will you hold

2 but something’s come up

3 I’d like to meet her

4 Preferably

5 Could she call me back

6 020 7585 3814

Reading 2: Air rage

B

A businessman shot out the front tyres of a plane on the runway.

A 70-year-old hit a steward because there was no more steak.

C

The following reasons are given: 1,5,6,8,10.

D

Staff (U)

luggage(U)

stress(U)

passenger(C)

crew(C)

steward(C)

alcohol(U)

travel(U)

work (U+C)

Listening: Business Travellers’ problems

Part1

A 3.3

Seating requests (a lot of business travellers have specific and exact seating requests); downgrading (where passengers are moved to a lower class seat than they have booked and paid for because the airline has oversold seats); upgrades (where passengers request a better class seat than they have booked and paid for); baggage (going astray or getting damaged)

B 3.3

1 a) British Airways

b)Terminal 4

c)London Heathrow

2 a) an aisle

b) a window

3 Sometimes the aircraft being fully booked.

4 Because of commercial pressure.

5 Passengers on BA’s frequent flights scheme.

6 A seat upgrade.

Part 2

C 3.4

Listen very carefully.

Find the actual cause of the complaint.

Example: delayed flight.

Not caused by the airline/British Airways.

Caused by the airline/British Airways.

Make sure it doesn’t happen again.

Offer an apology if required.

UNIT 4 Advertising

B 4.1

Product	Reasons for liking the advertisement
a car	‘it’s colorful, I like the music and it’s chaotic’.
Levi Strauss(jeans)	‘a very good-looking boy… a great tune…’
Renault Clio (car)	‘it was a funny ad. It just appealed to my sense of fun…’
Dairy Box (chocolates)	‘I just felt I had to have those chocolates and I went out and bought them. It was an immediate response to an advert.’