market_leader_3e_-_intermediate_-_course_book (851943), страница 3
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. . . . . . . . . . (work) with brand owners to remove fake items.b) eBay . . . . . . . . . . . now (spend) $20m a year analysing suspicious sales.2a) Louis Vuitton usually . . . . . . . . . . . . (seli) its products through authentic Louis Vuittonboutiques.b) At the moment, Louis Vuitton3. .
. . . . (negotiate) with Hubert de Givenchy.a) Both Apple and BlackBerry . . . . . . . . . . . (launch) important new products this year.b) These days, a lot of people . . . . . . . . . . . (have) a BlackBerry.IIComplete this text with the present simple or the present continuous formof the verbs in brackets.The Google brand . . . . . .
. . . . . . ' (grow) rapidly. According to the Millward Brown Brandzreport, it . . . . . . . . . . . . ' (hold) first place in the list of top 100 brands. In fact, the IT field' (operate) websites......... J (dominate) the top-ten corporate brands. Google . . . . . . . . . . . .at many international domains, the most popular being www.google.com. and... 5(generate) revenue by providing effective advertising opportunities. Googlealways . . . .
. . . . . . . 6 (focus) on the user, and consumers usually . . . . . . . . . . . . 7 (see) Google asq uite trustworthy.Nowadays, companies . . . . . . . . . . . . 8 (begin) to recognise that brands are amongst their mostvaluable assets. They understand that brands . . . . . . . . . . 9 (become) ever more powerfulin driving business growth. Strong brands . . . . . .
. . " (generate) superior returns andprotect businesses from risk. Google currently . . . . . . . . . . . " (hold) the top position, but ithas to keep innovating if it wants to remain number one. BlackBerry and Apple are the twofastest-growing brands in the top lOa, and China Mobile . . . . . . . . . . . " (grow) steadily, too.10UNIT 1Taking part inmeetingsaIlI!JBRANDS�)>> (D1.5 Four marketing executives at a sports sponsorship agency aretalking about finding a new sponsor for their client, a well-known mediacompany, Listen to the conversation and answer the q uestions,1Why does the client want to change the sport they sponsor?2Which four sports do the executives consider?3Which sport does Mario suggest? Why does he suggest it?4What must David do before he contacts Larry Harrington's agent?�)>> CD1.
5 Listen again and complete the extract.Joy'Well, there are several possibilities, . . . . . . . . . . . . ice hockey? It's an incredibly fast.exciting sport, it's very popular in America and in a lot of European countries .DavidOK. that's a possibility. .NatashaMmm, . . . . . . . . . . . . '. It's not really an international sport, is it? Not in the same wayas baseball, for example. or ... tennis.'. . . . . . .
. . . - baseball's got a lot more international appeal. and it's a sport that'sgot a good image. I don't know about tennis - I'm not sure it would be suitable.Mario,. . . . �?DavidB••... ' , Natasha? Would ice hockey be a good choice?Mario. . . . . . . . . . . '. motor racing would be perfect for our client. It's fast. exciting. andthe TV coverage of Formula One races is excellent.
They would get a lot ofexposure, it will really strengthen their image.DavidThat's a great idea. Mario . . . . . . . . . . . . . 7 get in touch with Larry Harrington's agencyand see if he's interested? Harrington's young. exciting - he'd probably jumpat the chance to work with our client. They're a perfect match. But first I mustcheck with our client and make sure they're happy with our choice.Which of the phrases in Exercise B are:1asking for opinions?3 agreeing or disagreeing?2giving opinions?4making suggestions?Role-play this situation.Jeanne de Brion is a jewellery company in Boston.
USA. A year ago. it launched a lineof jewellery with the brand name ·Cecile·. This is the name of the French designer whocreated the collection. Unfortunately. the Cecile line has not achieved its sales targets.Three directors of the company meet to discuss how to improve sales.Work in groups of three, Read your role cards, study the Useful languagebox and then role-play the discussion,Student A: Turn to page 134.Student B: Turn to page 140.Student C: Turn to page 143.USEFUL LANGUAGEASKING FOROPINIONSGIVING OPINIONSAGREEINGDISAGREEINGMAKINGSUGGESTIONSHow do you feelabout that?I think /1 don't thinkthat's a good idea.That's true,I think we shouldreduce our prices.What do you think?I n my opinion. weneed new products.Absolutely.I see / know whatyou mean. but I thinkthere's a problem.What's your view?I agree.Exactly.I think so.
too.I'm not so sure.How about a specialpromotion?Maybe. but that's notenough.Why don't we talk tothe big stores?Maybe / Perhapswe could offerincentives.11HUDSONCORPORATIONA luxury luggage m a n ufacturer is facingincreased competition from cheaper im ports.I t m ust decide how to protect its brand andcreate new markets for its products.BackgroundMarket researchHudson Corporation, based in New Jersey, USA,makes top-of-the-range luggage and Iravelaccessories.
It is a well-known brand name in theUSA. Its suitcases and bags are associated withhigh quality, traditional design and craftsmanship.Hudson emphasises in its advertising that itsproducts are 'made in America'. Recently, thecompany's market share in the USA has decreased.One reason for this has been the increasedcompetition from Asian companies selling similarproducts at much lower prices.Hudson recently set up a series of focus groups tofind out how consumers perceived the company'sbrand in the USA.Which of the findings do you think may havecontributed to the company's lower market sharein its home market?Do you think Hudson'sluggage and bags are:% of peopleA year ago, the management decided to boostsales by entering the European market, focusinginitially on Switzerland, Germany, France andItaly.
They set up a branch office and warehousefacility in Zurich, which would be the base for theirEuropean expansion.expensive?72exclusive?56value for money?48good quality?82old-fashioned?68What problems do you think Hudson will faceon entering the European market? Make a listof your ideas.exciting?15innovative?18answering 'yes'�l)) (01.6 Four of Hudson'sAmerican managers aretalking about the problemsthey could face in Europe.listen and make notes onthe key points.ARKETING STRATEGIEFOR EUROPE - OPTIONSReposition the brandHire a top designerSell Hudson suitcases and bags at medium priceranges.
Manufacture the products in a countrywhere labour costs are low, e.g. India or China.Do not promote the products as 'Made in America'.Use a high-volume, low-cost strategy for Hudson'score products.Employ a top designer to produce a new rangeof smaller suitcases and shoulder bags aimed atbusinesspeople travelling in Europe and at rich,younger, fashion-conscious buyers. Sell theproducts under a new label.Develop the Hudson brandSell a wider range of products under the Hudsonlabel, e.g. trolley-backpacks, document cases,briefcases, name-card holders, shoulder bags formen and women. Sell at lower, competitive prices.Promote the Hudson products as an exclusivebrand and keep the 'Made in America' tag. Sellthe products in the higher price ranges.
Use productplacement in films and television to support thebrand. Hire a famous, sophisticated, influentialman and woman to endorse the products. Twowell-known French film stars have shown interestin endorsing a new range.Develop a wider product rangeStretch the Hudson brandPut the Hudson brand on high-quality watchesand jewellery.
Make an agreement with the Swissmanufacturers of these top-of-the-range products.Develop sales using e-commerceSell the existing product lines via the Internet atvery competitive prices.1Work in small groups as d irectors of the Hudson Corporation.Hold an informal meeting. Consider the advantages anddisadvantages of each option listed above. Choose two ofthe marketing strategies which Hudson should focus on toexpand sales in European markets.2Meet as one group and decide which two marketingstrategies you will use to develop sales in European markets.Watch the Case study commentary an the DVD-ROM.WritingAs the CEO of Hudson Corporation, write ane-mail to the head of European MarketingAssociates, David Wright, summarising theactions you agreed to take at your meeting,with your reasons.
Suggest a time for a meetingwith David Wright and his associates.C) Writing file page 127o13STARTING U PIi!Discuss these questions with a partner.1How often do you travel by air, rail, road and sea?2Do you enjoy travelling? What don't you enjoy about it?3Put the following in order of importance to you when you travel.I comfortsafetyreliabilitypricespeedDoes the order of priorities change for different types of travel?mChoose the correct words from the box to complete the following list ofthings which irritate people when flying.cabincancellationschecksfoodjetluggagequeuesroomseatstrolleys1not enough leg. . .
. . . . . .62lost or delayed . . . . . . . .7 flight delays and . . . . . . . . . . . .3long . . . . . . . . . . . . at check·in8 tiredness and . . . . . . . . . . . . Iag4 poor quality.514no baggage. and drink.. available9overbooking of . . . .
. . . . . . .delays for security . . . . . . . . . . .10 oversized hand luggage in the .1:1�)>> CD1.7 listen to three people talking about their travel experiences.Tick the problems in Exercise B that they mention.mWhich of the things in Exercise B irritate you most? Which irritate you least?Discuss your ideas with a different partner.VOCABULARYBritish andAmericanEnglishmMatch the words and phrases which have the same meaning_ For each pair,decide which is British English and which is American English_123456789101112131415Ilsubwaycity centrecarry-on baggageone wayreturnfreewayrest roomelevatorcoach classtimetablecar parkqueuecheckreservationground floora)b)c)d)e)f)g)h)i)Dk)I)m)n)0)lineliftpublic toiletscheduleeconomy classsinglefirst floorbillbookinground tripdowntownmotorwayundergroundhand luggageparking lotWork i n pairs_ Use the American English words or phrases from Exercise Ato complete this text.My last overseas business trip was a nightmare from start to finish.
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