Market Leader Intermediate 3rd edition SB

Recommendations

Info

STARTING UP IJ Work with a partner. List some of your favourite brands. Then answer these questions. 1 Do you / Would you buy any of the following brands? Why? / Why not? Coca-Cola Ikea Microsoft Tesco Chanel IBM General Electric Virgin Nokia Kellogg's Toyota Google Intel Samsung Ford McDonald's Mercedes-Benz Disney Marlboro China Mobile 2 Which of the brands above do you think feature in the top-ten Interbrand list in both 1999 and 2007? (Check your answer on page 134. Are you surprised?) 3 Pick some of the brands above which interest you. What image and qualities does each one have? Use these words and phrases to help you. value for money durable fashionable upmarket inexpensive sexy timeless cool sophisticated well-made reliable fun classic stylish 4 How loyal are you to the brands you have chosen? For example. when you buy jeans, do you always buy Levi's? Why do people buy brands? 5 Why do you think some people dislike brands? Il )>> CDl.l Listen to two speakers talking about brands. What reasons does each person give for liking or disliking brands? Which person do you agree with? 6 scanned for Paul Jennings
Brand management UNIT 1 •• BRANDS B Match these word partnerships to their meanings_ 1 loyalty a) the title given to a product by the company that makes it 2 image b) using an existing name on another type of product 3 stretching c) the ideas and beliefs people have about a brand 4 5 awareness name d) the tendency to always buy a particular brand e) how familiar people are with a brand (or its logo and slogan) 6 7 8 9 10 launch f) lifecycle g) range h) placement i) endorsement j) the set of products made by a company the use of a well-known person to advertise products when products are used in films or TV programmes the introduction of a product to the market the length of time people continue to buy a product 11 12 13 14 15 leader k) the percentage of sales a company has research I) customers of a similar age, income level or social group share m) the best-selling product or brand in a market challenger n) information about what consumers want or need segment 0) the second best-selling product or brand in a market I!I Complete these sentences with word partnerships from Exercise A_ B R A N D 1 No one recognises our logo or slogan. We need to spend more on advertising to raise . t.t? ,:,.4. . C? r..0?J. 2 Consumers who always buy Sony when they need a new TV are showing ........... . 3 A fashion designer who launches his or her own perfume is an example of 4 The ............ of Mercedes-Benz is such that its products are seen as safe, reliable, luxurious, well made and expensive. P R O D U C T 5 George Clooney advertising Nespresso is an example of ........... . 6 A ...... ..... consists of introduction, growth, maturity and decline. 7 Tesco's wide ............ means that it appeals to all sectors of the UK market. 8 The use of Aston Martin cars and Sony computers in James Bond films are examples of ........... . M A R K E T 9 Microsoft is the ........... in computer software. 10 In countries with ageing populations, the over·60s age group is becoming an increasingly important ............ . 11 Pepsi is the . .......... in carbonated soft drinks. 12 Focus groups and consumer surveys are ways of conducting ........... . B Discuss these questions. 1 What are the advantages and disadvantages for companies of prlJduct endorsements? 2 How can companies create brand loyalty? 3 Can you give any examples of successful or unsuccessful brand stretching? See the OVO-ROM for the i-Glossary. V 4 Think of a cheap or expensive idea for a product launch. 5 What other market segments can you identify (e.g. young singles). 6 What action can companies take if they start to lose market share? scanned for Paul Jennings 7
Page 1 and 2: i 3rd Edition Intermediate Business
Page 3 and 4: CONTENTS DISCUSSION TEXTS LANGUAGE
Page 5: INTRODUCTION What is in the units?
Page 9 and 10: UNIT 1 •• BRANDS Restless pursu
Page 11 and 12: UNIT 1 •• BRANDS Ta king part i
Page 13 and 14: ARKETING STRATEGIE FOR EUROPE - OPT
Page 15 and 16: VOCABULARY British and American Eng
Page 17 and 18: UNIT 2 •• TRAVEL Counting the w
Page 19 and 20: UNIT 2 •• TRAVEL SKILLS Telepho
Page 21 and 22: Hotat Pf"obtart'l Last Thursday, I
Page 23 and 24: UNIT3 •• CHANGE Describing chan
Page 25 and 26: B Without looking back at the artic
Page 27 and 28: UNIT 3 •• CHANGE Ii )>> CDl.17
Page 29 and 30: UNIT3 •• CHANGE $ C01.18 Scott
Page 31 and 32: You are all attending a conference
Page 33 and 34: UNIT A •• REVISION SKILLS Compl
Page 35 and 36: UNIT A •• REVISION Cultures: So
Page 37 and 38: UNIT 4 •• ORGANISATION Company
Page 39 and 40: UNIT 4 •• ORGANISATION m Match
Page 41 and 42: UNIT 4 •• ORGANISATION SKILLS S
Page 43 and 44: UNIT 4 •• ORGANISATION Work in
Page 45 and 46: UNIT 5 •• ADVERTISING II Which
Page 47 and 48: UNIT 5 •• ADVERTISING II Find a
Page 49 and 50: UNIT 5 •• ADVERTISING SKILLS St
Page 51 and 52: UNIT 5 •• ADVERTISING You are m
Page 53 and 54: UNIT 6 •• MONEY Financial terms
Page 55 and 56: UNIT 6 •• MONEY Kieran Prior: G
Page 57 and 58:
SKILLS Dealing with figures USEFUL
Page 59 and 60:
UNIT 6 •• MONEY )>> C01.41 List
Page 61 and 62:
You work for a large multinational
Page 63 and 64:
UNIT B •• REVISION WRITING Put
Page 65 and 66:
UNIT B •• REVISION 2 Complete t
Page 67 and 68:
_mWiil! Cultural differences • so
Page 69 and 70:
_M"IiI! Culture shock UNIT 7 ••
Page 71 and 72:
UNIT 7 •• CULTURES Il })) C01.4
Page 73 and 74:
UNIT 7 •• CULTURES >l) CD2.3 Ro
Page 75 and 76:
UNIT 8 •• HUMAN RESOURCES VOCAB
Page 77 and 78:
UNIT 8 •• HUMAN RESOURCES Artic
Page 79 and 80:
UNIT 8 •• HUMAN RESOURCES SKILL
Page 81 and 82:
Education: Finished secondary schoo
Page 83 and 84:
UNIT 9 •• INTERNATIONAL MARKETS
Page 85 and 86:
Page 87 and 88:
Page 89 and 90:
An Argentinian exporter is negotiat
Page 91 and 92:
G Sven Selig travels to Brazil Sven
Page 93 and 94:
UNIT C •• REVISION , To: ) I J
Page 95 and 96:
UNIT C •• REVISION 9 Internatio
Page 97 and 98:
_join\il'M Right or wrong look at t
Page 99 and 100:
UNIT 10 •• ETHICS D Read the ar
Page 101 and 102:
UNIT 10 •• ETHICS SKILLS Consid
Page 103 and 104:
UNIT 10 •• ETHICS Discussion to
Page 105 and 106:
UNIT 11 •• LEADERSHIP II Comple
Page 107 and 108:
UNIT 11 •• LEADERSHIP D Without
Page 109 and 110:
UNIT 11 •• LEADERSHIP III What
Page 111 and 112:
UNIT 11 •• LEADERSHIP Franco Ro
Page 113 and 114:
UNIT 12 •• COMPETITION rJ There
Page 115 and 116:
UNIT 12 •• COMPETITION D Match
Page 117 and 118:
___ ji!i!t Negotiating UNIT 12 •
Page 119 and 120:
Quantity Product features Unit cost
Page 121 and 122:
CULTURAL AWARENESS .. COMMUNICATION
Page 123 and 124:
UNIT 0 •• REVISION Dear Mr Patt
Page 125 and 126:
UNIT 0 •• REVISION 2 Complete t
Page 127 and 128:
WRITING FILE E-mails To: tom.hunt@
Page 129 and 130:
WRITING FILE Action minutes For mos
Page 131 and 132:
WRITING FILE Summaries When you sum
Page 133 and 134:
How to play THE SOCIAL·CULTURAL GA
Page 135 and 136:
ACTIVITY FILE 2 Travel. Case study.
Page 137 and 138:
ACTIVITY FILE 8 Human resources, Re
Page 139 and 140:
ACTIVITY FilE 11 leadership. Case s
Page 141 and 142:
ACTIVITY FILE 4 Organisation, Skill
Page 143 and 144:
ACTIVITY FILE 11 leadership, Case s
Page 145 and 146:
ACTIVITY FILE 6 Money, Case study,
Page 147 and 148:
GRAMMAR REFERENCE II Past simple an
Page 149 and 150:
GRAMMAR REFERENCE II Modal verbs II
Page 151 and 152:
GRAMMAR REFERENCE m Relative clause
Page 153 and 154:
AUDIO SCRIPTS R/D/T Yeah. True. e M
Page 155 and 156:
AUDIO SCRIPTS CDl TRACK 20 0= JAMES
Page 157 and 158:
AUDIO SCRIPTS IUght, that's ali i h
Page 159 and 160:
AUDIO SCRIPTS 7 When I visited Chin
Page 161 and 162:
AUDIO SCRIPTS C02 TRACK 13 (I = INT
Page 163 and 164:
AUDIO SCRIPTS At times, they r:'lis
Page 165 and 166:
AUDIO SCRIPTS For example, one of o
Page 167 and 168:
GLOSSARY banner ad n. [C] an advert
Page 169 and 170:
GLOSSARY downturn n. [C, U] the par
Page 171 and 172:
GLOSSARY loan n. [C] money borrowed
Page 173 and 174:
GLOSSARY real estate n. Am£[U] 1 l
Page 175 and 176:
GLOSSARY 2 take something on: to ag
show all

Market Leader Intermediate 3rd edition SB

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?