market_leader_3e_-_intermediate_-_course_book (852196), страница 2
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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 .
. . . . . . . . . . (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, .
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