market_leader_3e_-_intermediate_-_course_book (851943), страница 2
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They are basedon realistic business prablems or situations and allow you to use the languageand communication skills you have developed while working through the unit.They give you the opportunity to practise your speaking skills in realistic businesssituations. Each Case study ends with a writing task. After you've finished the Casestudy, you can watch a consultant discussing the issues it raises on the OVO-ROM.These four units focus on different aspects of international communication.They help to raise your awareness of potential problems or misunderstandingsthat may arise when doing business with people from different cultures.Market Leader Intermediate third edition also contains four revision units,each based on material covered in the preceding three Course book units.Each revision unit is designed so that it can be completed in one sessionor on a unit-by-unit basis.5STARTING U PIJWork with a partner.
List some of your favourite brands. Then answer thesequestions.1Il6Do you / Would you buy any of the following brands? Why? / Why not?Coca-ColaIkeaMicrosoftTescoChanelIBMGeneral ElectricVirginNokiaKellogg'sToyotaGoogleIntelSamsungFordMcDonald'sMercedes-BenzDisneyMarlboroChina Mobile2Which of the brands above do you think feature in the top-ten Interbrand list in both1999 and 2007? (Check your answer on page 134.
Are you surprised?)3Pick some of the brands above which interest you. What image and qualities does eachone have? Use these words and phrases to help you.value for moneyupmarkettimelesswell-madeclassicdurableinexpensivecoolreliablestylishfashionablesexysophisticatedfun4How 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?5Why do you think some people dislike brands?�)>> CDl.l Listen to two speakers talking about brands. What reasons does eachperson give for liking or disliking brands? Which person do you agree with?UNIT 1 •• BRANDSBBrandmanagementI!IBRANDMatch these word partnerships to their meanings_1loyalty2image�a) the title given to a product by the company that makes itb) using an existing name on another type of product3stretchingc) the ideas and beliefs people have about a brand4awarenessd) the tendency to always buy a particular brand5namee) how familiar people are with a brand (or its logo and slogan)6launchf) the set of products made by a company7lifecycleg) the use of a well-known person to advertise products8rangeh) when products are used in films or TV programmes9placementi) the introduction of a product to the market10 endorsementj) the length of time people continue to buy a product11 leaderk) the percentage of sales a company has12 researchI) customers of a similar age, income level or social group13 sharem) the best-selling product or brand in a market14 challengern) information about what consumers want or need15 segment0) the second best-selling product or brand in a marketComplete these sentences with word partnerships from Exercise A_1No one recognises our logo or slogan.
We need to spend more on advertising to raise.�t.t?,:,.4. C?�� r.�.0�?J..PRODUCT2Consumers who always buy Sony when they need a new TV are showing . . . . . . . . . . . .3A fashion designer who launches his o r her own perfume is an example of4The . . . . . . . . . . . . of Mercedes-Benz is such that its products are seen as safe, reliable,luxurious, well made and expensive.5George Clooney advertising Nespresso is an example of . . . .
. . . . . . . .6 A . . . . . . . . . . . consists of introduction, growth, maturity and decline.7Tesco's wide . . . . . . . . . . . . means that it appeals to all sectors of theUKmarket.8 The use of Aston Martin cars and Sony computers in James Bond films are examplesof . . . . . . . . . . ..MARKET9Microsoft is the . . . . . . . .
. . . in computer software.10 In countries with ageing populations, the over·60s age group is becoming anincreasingly important . . . . . . . . . . . ..11 Pepsi is the . . . . . . . . . . . in carbonated soft drinks.12 Focus groups and consumer surveys are ways of conducting . . . . . .
. . . . . .BSee the OVO-ROMfor the i-Glossary.�VDiscuss these questions.1What are the advantages and disadvantages for companies of prlJduct endorsements?2How can companies create brand loyalty?3Can you give any examples of successful o r unsuccessful brand stretching?4Think of a cheap or expensive idea for a product launch.5What other market segments can you identify (e.g. young singles).6What action can companies take if they start to lose market share?7UNIT 1 .. BRANDSSuccessfulbrandsm�)>> CD1.2 Chris Cleaver is Managing Director, Business Brands at Dragon Brands.listen to the first part of the interview and tick the points that he makes.A brand ...1 helps people to become familiar with a product.2Chris CleaverWatch theinterview onthe OVO-ROM.0Building luxurybrandsgives a product an identity.3increases the sales of a product or service.4enables the target consumer to decide if they want the product o r not.III�)>> CD1.3 listen to the second part of the interview and answer the question.II�))) CD1.4 listen to the final part.
In which two ways has Chris Cleaver'smThink of three brands you really like and discuss what 'appealing andpersuasive' ideas they communicate to you.mWhat is the brand image of Dior?IIISkim the article on the opposite page quickly and say which of the followingpoints are mentioned:IIWhat is the main function of a brand?company helped Nokia?1The high profit margins on bags2Investing in markets that may take some time to grow3People are ready to pay a lot of money for very high·quality things becausethey are beautiful.4Building customer loyalty through ready·to-wearRead the article and complete the notes in the maps below. Then correct theten mistakes.need for .
. . . . . . . . . .values of a historicneed for expansionof shareholdersbalancesgood timesgel out of officebad times- time onorganisationassistantBernardArnaultcreative types/ \wear - de Castellane6ca\culatoriewelleryGallianonewness8whal happens nextpeople from differentcountriesUNIT 1 •• BRANDSRestless pursuer of luxury's futureby Vanessa510FriedmanSydney Toledano(Dior'sChiefExecutive) is one of (he longestserving chief executives In theluxury industry.
As the industrygoes global, he must balance thedemands of shareholders and thevalues of a historic label. the needfor exclusivity and the need forexpansion.He routinely communicates withhis demanding boss, Bcmard Antault.main shareholder of Christian Dior,and a number of creative lypes,including Dior's clothes designer15 John Galliano and jewellery designerVicwire de Castellanc.'The best advice I ever gOI wasIhat, when times are bad, youneed to gel QuI of the office; whenthings arc good, you can spendlime 011 the organisation,' saysMr Tolcdano, who travels almostevery week 10 one of Dior's 224stores round the world.
' You have tolook for newness, look for what ishappening next . Forget lhe calculator.Understand the people from differentcountries and what they want.'It was by spending lime in China inthe 1980s. for example, when heworked <It the French lcather-goodshouse Lancel, that Mr Toledano first3S404550556065realised China would one day beprime territory for luxury.'I met some [nclOry owners,and they were working so hard,but then they would bring you toa restaurant and it was clear theywanted to enjoy life,' he says.'And I thought: one day thesepeople are going 10 have moneyand they are going to spend i t . 'Afew yearslater.Bernardhim.'ThecontactedAmaultinterview took 15 minutes .
Heknew exactly what he wanted.'says Mr Toledano: to take a smallcouture house hehad boughtout of bankruptcy and build itinto the biggest luxury group illthe world. Mr Arnalilt has usedDior to create LVMH (Louis VuiuonMoet Hennessy, the world's largestluxury group).'Christian Dior can double infive years,' he says. 'There maybe difficult timcs coming, but if YOlllook at the Middle East, China, evenEurope. I believe there is growthcoming. and we have to develop ournetwork and perfect our supply chain.'The ncxt wave of luxury buyersis now in the new territories:theMiddleEast,Russia.Hong Kong and South Korea.Sydney Tolec/w/O, CEO DiorMronlyitsToledanothatabrandcustomersanticipatebuttheirbelievesnotshould go tothatneedsitshouldandinvest70 early ill markets that may not showreal growth for up to six years.next wave..........
. . ...8buyersgrowthRussiacominginIndiaChinaneed tofive yearsperfect marketdevelop sup ply ch ai n9UNIT 1 •• BRANDSLANGUAGE REVIEWThe present simple and the present continuous have several uses.Present simpleand presentcontinuous••••We use the present simple to give factual information, for example aboutcompany activities.Christian Dior Couture makes lUxury, ready-to-wear fashion.Dior Homme targets the male consumer.We use the present simple to talk about routine activities o r habits.Toledano routinely communicates with his demanding boss.Toledano travels every week to one of Dior's 224 stores.We use the present continuous to talk about ongoing situations and projects.Fashion house Christian Dior is now se/ling baby bottles.We use the present continuous to talk about temporary situations.Dior is currently looking to recruit a marketing director for the UK and Ireland.� Grammar reference page 146iiiIIIWhich of the time expressions below do we usually use with the presentsimple? Which do we usually use with the present continuous? Which areused with both?usuallythis yearevery daynowoftennowadaysonce a monthcurrentlyat the momentthese dayssix months agoComplete these sentences with the present simple or the present continuousform of the verbs in brackets.1a) At the moment, eBay .
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