market_leader_3e_-_intermediate_-_course_book (852196), страница 35

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Eye witnesses describeda cloud in the shape of a mushroom whichrose above the plant and then descendedover the town.2 We use the past perfect to situate an eventthat happened before another past event.By the end of the week, 1,200 people hoddied and at least 1 0,000 hod been affectedvery seriously.3 Th e present perfect is used to describe pastevents of current significance.A major problem for doctors in Bhopal waslack of information on how to treat thechemical's effects. A pathologist said: 'Whyhasn't Union Carbide come forward to tellus about the gas that has leaked and howto treat it? Is it not their moral duty? Theyhave not come forward. '4 We use the past continuous to describeunfinished events which were i n progressaround a particular past time.By Monday 1 0 December, the deathtoll had risen to 2,000, and Americanlawyers representing Indian families weresuing Union Carbide for $ 1 2.5 billion incompensation.

Meanwhile, journalists wereasking the company difficult questionsabout its safety procedures, and the shareprice was dropping sharply, as investorsbecame worried about the billions ofdollars of compensation that the companymight have to pay.(Adapted from Ian M a rcous<�, Business CaseStudies, Longman 1990)GRAMMAR REFERENCEmRelative clauses1 We use who or that in a relative clause tolEI1 We use a passive structure when we are notidentify people.interested in who carries out an action or itis not necessary to know.The people who/that we employ are veryhighly qualified.The company was founded in 1996.Some changes have been made.As people is the object o f the clause, therelative pronoun can be left out.He has been promoted to the post of SalesDirector.The people we employ are very highlyqualified.I f the relative pronoun defines the subjectof the sentence, it must be included.PassivesA new low·olcohol lager is beingdeveloped.2A counterfeiter is a person who copiesgoods in order to trick people.If we also want to mention who performsthe action, we can use a phrase beginningwith by.identify things.The self-extinguishing cigarette wasinvented by Ka; Jensen.Have you read the report that;\vhich I lefton your desk?The prototype is being checked by thedesign team.2 We use that or which in a relative clause toIf that or which identifies the object of theclause, it can be left out.Have you read the report I left on your desk?If that or which defines the subject of thesentence, it must be included.Organisations that are flexible can respondto change.3 Non·defining clauses provide extrainformation about the subject or objectof a sentence.

The extra information isseparated by commas.Philip Condit, who was Chairman of Boeing,wanted the airline to become a globalcompany.Note that it is not possible to use that.The Dorfmonn hotel, which is situated 30km outside Vienna, charges US$ l,400 perperson.Again, it is not possible to use that in a non­defining clause.3In a passive sentence, the grammaticalsubject receives the focus.You will be met at the airport by a companydriver.(You receives the focus of attention.)Compare with:A company driver will meet you at theairport.4 The passive is often used to describeprocesses and procedures.First ofall, on advertising agency iscontacted and the aim of the campaign isdiscussed.

Then, a storyboard is createdand, ifacceptable, the TV commercial isfilmed and broadcast at prime time.5 We also use the passive in a formal orimpersonal style.It was felt that our design should be moreinnovative.Company procedures must be respected atall times.151U N IT1 BRANDSCOl TRACK 1 (I INTERVIEWER, RlR 2 RESPONDENT 2)=i t relate to its customers, its broad range o fcustomers, i n ways inwhich its competitors don't. So to give it that, um, clement of choice,=RESPONDENT 1 ;you know, so why I should choose a Nokia over a Motorola, um, in:'Iddition to what it looks like :'Ind what it docs. So, what the brand=is about - um, so that on what you might call technically the masterDo you buy brands?Rl Yes, I do.

I am basically pro-brands. If you buy a branded product, it'sbrand.a guarantee that the quality is fairly good and the product is reliable.And we've also helped thcm with, um, developing certain parts ofAnother rcason is you attract a bit of attention if YOli buy somethingtheir offer in order to, um, react to the market and also to keep thestylish, and branded products are usually stylish and have a goodbrand fresh.

So we worked with Nokia on their N series, which is onedesign. Let's face it, most people buy brands because they want toof their more technological phones, multimedia phones - althoughimpress other people. 'Illey want to show that they have style andthey don't like to call them phones any more because they do sogood taste.much more - um, in order to satisfy, er, the needs that that emergingDo you buy brands?customer group has, primarily younger consumers who want to beR2 No - well, not actively, anyway.

I don't want to give free advertisingable to do all sorts of things with their phones - or devices. Urn, butto companies. I hate all the advertising hype around brands. And Ialso, in order to sharpen Nokia's brand image as a technology leader,don't want other people to think I'm trying to impress them with lotsit was important that it had product's in, in those areas.oflogos. And I also get fed up with seeing the same things whereverYOll go.

If you buy a suit from a famous brand, you'll sec five peoplewith the sal1le suit that month. It's so boring. Oh, another thing - amCOl TRACK 5 (0 = DAVID. Io=MARIO)Well, there are several possibilities. How about ice hockey? It's anincredibly fast, exciting sport, it's very popular in America and in alot ofEuropean countries.=oOK, that's a possibility. What do you think, Natasha? Would icehockey be a good choice?NMmm, I'm not so sure.

It's not really an international sport, is it?oThat's true - baseball's got a lot more international appeal, and it'sNot in the same way as baseball, for example, or ... tennis.important qualities. ObViously, the first is, they will have highthem when they see them, and that might be the physical product,a sport that's got a good image. J don't know about tennis - I'm notor it might be the visual identity, the design manifestation. Urn,sure it would be suitable. Mario, how do you feel about this?but obViously recognition is not enough.

What needs to happenMalso is that people, you know, the target customer or consumer,immediately communicate a set of appealing and persuasive ideas,In my opinion, motor racing would be perfect for our client. It's fast,exciting, and the TV coverage of Formula One races is excellent.They would get a lot ofexposure, it will really strengthen tlIeir image.needs to know a lot about that brand, so a strong brand will alsoo111at's a great idea, Mario! Why don't we get in touch with Larryer, and perccptions, that enable the end user, cr, you know, thc targetHarrington's agency and see ifhc's interested? Harrington's young,audicncc, to know whether or not this is a brand for them, um, orexciting - hc'd probably jump at the chance to work with our client.They're a perfect match. But first I must check with our client andwhether it's a brand that they, perhaps, arc not attracted to.COl TRACK 3 (CC = CHRIS CLEAVER)CC Brands are really useful ways offirstly conveying all that informationinstantly, so - think of any brand you like, any brand that youmake sure they're happy with our choice.COl TRACK 6 (C CORNELIUS, 0 DIANA, R RUTH, T = TOM)C OK everyone, we'll be getting a report soon from the consultants===can imaginc, say BMW or British Airways or in any sector, :'Indwe've hired, European Marketing.

But let's think a bit :'Ibout theimmedintcly your head is filled with} er, a raft of importantproblems we may face entcring the Europcan markets. Diana, whatinformation about what the brand does, but as much :'IS that, whatit's like and how it :'Ippeals to you and connects with you.

And sodo you think?o\Alell, one thing's for sure, we're going to have to do a lot ofits function, therefore, is to enable you to choose one thing fromadvertiSing to establish our brand, and that's going to be expensive.another - often in markets where there is very little actual differenceAnd we may need to adapt a lot of our luggage for Europeanbetwcen} you know, the product. So a BMW - I'm surc BMW wouldprobably be horrified for me to say this - but, you know, a BMW is acar like an Audi is a car like a Mercedes is a car - they've all got fourwhecls and :'In engine :'Ind, you know, air conditioning and all thatconsumers - that could be very costiy, too.CYes, but we've allowed for that in our budget. Ruth, what difficultiesRWell, we'll need to get the pricing of our products right. Butdo you think we'll have?type of thing, but the way people feel about them, because of theEuropean consumers aren't as price conscious as we are back home,information and awarencss and perception that they have, enablesso pricing may not be too much of a problem.

I know for a factthem to decide whcther or not one is better for them or right forpeople in Europe will pay high prices for luxury goods if they likethe design and it gives them status. So, I think we have to developthe Hudson brand as an exclusive 'Madc in America' product ...them or says the right things about them than another.COl TRACK 4 (IINATASHA.

Msomething that'll give their brand a bit more punch. Any idcas?and packaging. However, I do buy brands for my kids - especiallylevels of awareness, so people will know about them and recognise=And in any case, they're looking for something more exciting,sports goods and trainers. It's always Nike, Adidas or Reebok.er, a real traction in the l1larketpb.ce, urn, will have a number ofloy.

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