market_leader_3e_-_intermediate_-_teachers_book (852197), страница 38
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You can circulate,monitor and give help where necessary. Students thenreport back to the whole group with a succinct summaryand/or their answers to the questions for that section.A full answer key follows the articles.-!rnX-!CXJ)>z;;::t:;DiscussionIn the Over to you sections following each article, thereare discussion points. These can be dealt with by thewhole class, or the class can be divided, with differentgroups discussing different points.
During discussion,circulate, monitor and give help where necessary.Students then report back to the whole class. Praisegood language production and work on areas forimprovement in the usual way.WritingThe discussion points can also form the basis for shortpieces of written work. Students will find this easier ifthey have already discussed the points in class, but youcan ask students to read the article and write about thediscussion points as homework.PHOTOCOPIABLE © Pearson Education limited 2010113UNIT1Bra n d sSTORE BRANDS.�·;-=Before you readDo you buy store brands (ones owned by the chain store selling them)when food shopping? Why? I Why not?ReadingRead this article from the Financial Times and answer the questions.FTe e 0LEVEL O F DI FFICULTYReal chief says own brand is the way aheadby Gerrit Wiesmann in Neuss, GermanyJoel Saveuse walks across the Realhypcrmarket in northern GermanysGermany's powerful discounters.Real'ssection, the 55-year-old, who runst o 60 per cent ofTesco's UK salescent of the foodthe country's biggest food retailer,come from its three Tesco brands,- as against 6 per cent in theAldi and Lid! have i n the pastrogeneration helped corner 40 perretailmarketand Carrcfour is aiming for aUKaisle 45.
·This i s my favourite30-per-cent quota, up from 25 pera small range of own brands,product,'cent now.MrSavcuse35says,holding a packet of chocolateMiniDouble65After work ing on the concept411850RealQualityitemsthiscoincidentalbutby selling little else thana move copied by Real, with, say,i t s low-cost 'Tip' range.' B utfor the last year, Real i ntroducedBiscuits.-we'reinternationalisingnow,' Mr Saveuse says.
' In Polandthe contents.' he says as his fingerSeptembermoves across the packaging. 'and' absolutely perfect timing' for thetop left i s the "Real Quality'' logo.'economic downturn that followedi n Russia and Romania againstthe banking crisis, the Real headCatTefour - that has forced ussays. Although Mr Saveuse saysto focus on true own-brand as aTogetherwithahandfulof45-and10Turkey,againstwe'reCarrefourcompetingandTesco,way of building our presence.'a small revolution in Germanythat shopping habits at Real haveby replacing its d i fferent i n-housenot yet been affected by economicbrands with a single own brandwoes, he stresses that next yearis key to reviving the chain. Acould sec shoppers buying moreformat held back by discounters.that links the retailer with a product75StrengtheningtheRealbrandown brands as they look for moreMr Saveuse reckons the Germanbrand sales from I S per cent up tovalue for money. 'Crisis doesn'thypermarket25 per cent of food sales in two tojust bring d isadvantages.' he says.three years' time.
Mr Savcuse saysGiven the power of own brandsthat customers get top quality forin good times and bad, it issurprising that German retailersrange. The aim is to raise i n -houseat least I S per cent less than theywould pay for a name brand - and114seenlines for decades.
Real reckons u privals, the Frenchman is starting25hasfore ign rivals push 1 rue own-brand'Look, here's a simple picture ofzologicin search of 'those little biscuits'.filled1sSuchMoving from toys to the freezerfinds what he is looking for in10last year. The cause lies withReal gets a better profit marg i n .30sossonlylaunched disti nctivesoshouldwashasknow.aUntilfuture.He2005,hesecond-in-commandathypermarket pioneer Carrefour.lines© Pearson Education Limited 2010 PHOTOCOPIABLETEXT BANK1Look through the whole article to find thefollowing information about Joel Saveuse.a)b)c)d)His nationalityHis ageHis jobThe organisation that he worked for before2 What two phrases are used in paragraph 2for a brand owned by the store selling it?��UNIT 1Over to you 1In your experience, are own brands less good than namebrands for these products?ooGfoodcleaning productsover the counter medicines (e.g.
aspirin)Over to you 2Do name brands have a future in the face of storebrands in your country? Why? I Why not?3 Use information from the first threeparagraphs to complete the table. If theinformation is not given, write not given.Tesco (UK)RealCarrefourPercentage ofown-brand foodproducts nowCompany'sobjective forpercentage of itsown-brand foodproducts in itsshops in 2-3 yearsfrom nowTypical price of astore-brand productas a percentage ofthe price of a namebrand for the sametype of product4 Match the words to make expressions fromparagraphs 4 and 5.1banking2 economic3 perfect4 shopping5 economic6 powerfula)downturnb) habitsc) timingd) discounterse) crisisf) woes5 Match the expressions in Exercise 4 to theirmeanings.�Ir'retail organisations that sell cheap products andhave a lot of influence on the marketii) where, when, how, etc.
people usually buy thingsiii) when financial institutions were in extremedifficultyiv) when the time to do something is just rightv) when sales, profits, etc. go downvi) when the economy is in difficultiesi)6 Why have own brands not been as importantin Germany as elsewhere? (paragraph 5)PHOTOCOPIABLE© Pearson Education Limited 2010115UNIT1Bra n d sBRA N D LOYALTY I N C H I NA,_.·.:Before you readAre you loyal to particular brands? Or are brands not important to you?ReadingRead this article from the Financial Times and answer the questions.FTe e 0LEVEL OF DIFFICULTYChinese shoppers focus more on pricesby Patti Waldmeir in ShanghaiChinese consumers arc becoming'China is still a gold mine, but nowshowedmore price-conscious, less brandthere are thousands and thousandsfor brand origin. Andloyalof miners that have discovered i t .
'andgenerallyhardertoplease, accord ing to a McKinseyssurvey that suggests competitivethatpressures are increasing i n themore brand-driven than shoppersChinese consumer goods market.111The report comes at a time whenmany10multinationalcompaniesmonth,retailmakeupweakness.salesmultiplyandisfal ling,'60morepay 60 perelectronics and 300 per cent moreI f the trend continues, ' i t willtheleadconsumersmarkedlyfor some personal care products.totheconsumptionthe report said. Chi nesearch ighcent more for high-end consumerloyaltyasp remiumbrands could also benefit from aof consumers willmarketsbrandfac ingshoppers11165kindof polarisedpatternsfamiliari n the Wes t ' , between ' no-frills'value conscious than last year,goods and high-end products, theon-year. and consumer activityand loyalty to particular brandsreport says.
Companies shouldremains ' b uoyant ' , despite signsis declining: the proportion ofcompete at one o r both ends of theof a s lowdown i n sales of someconsumers who said they woulditemscontinue to buysuch40as cars, says JingUlrich of J P Morgan Securities.45But consu mer-goods companiesfoodandtheir existingbeveragebrandBut the weakening of brandChineserore ignworkharderconsumers, thereportsays. 'This is not an easy market,'sotodifferentiatemorebetween regions too, the reportloyalty could be good news fortothe middle, it advises. Companiesneededhastohavemarket but avoid being stuck in10halved.satisfy ' i ncreasingly sophisticated'will116brands,specifically,toChina grew by 23 per cent year-25ofpreferenceend products.
The top 15 per centareremains true. 'But the importanceJschoicesdemandconsumersdevelopeddomesticLast20moreare counting on strong Chinesefor global economicISChineseclearwillingness to pay more forwisdomconventionalTheJossnocompanies,thereportsays, because shoppers arc lesssays Max Magni of McKi nseynationalistic in choosing a brand:i n Shanghai, one of the authors.a small majority of those su rveyedsays, noting that the traditionalmarketing strategy of classi fy ing1sconsumers by the size of the citythey live i n may no longer work.© Pearson Education limited 2010 PHOTOCOPIABLETEXT BANK ... ...
UNIT 11Read paragraphs 1 and 2 and decide if thesestatements are true or false.a) Competition in the Chinese consumer-goodsmarket is weakening.b) Multinationals are relying on sales in China tomake up for lower sales elsewhere.c) Sales of consumer goods in China are increasingfor all types of product.d) Max Magni compares China to a gold mine.e) He says that sellers of consumer goods in Chinawill find it easier to make money in the future.2 Find expressions from paragraphs 3 and 4that mean the following.a) generally accepted ideasb) influenced by brandsc) when someone buys the same brand each timed) aware of value for moneye) putting one's country firstf) the most expensive and prestigiousg) top-of-the-range4 Items a)-e) are short summaries of theparagraphs in the article. Put the summariesin the correct order.a) High demand, but consumers more sophisticatedand competition very strongb) Trends for the future in two areasc) Main findings of a McKinsey report on brandloyalty in Chinad) Brand loyalty falling, but good outlook forexpensive brandse) Brand loyalty falling and consumers moreprice-consciousOver to you 1What are the current consumer trends in your country?Are consumers becoming more price-conscious, or isbrand loyalty more important?Over to you 2Describe some of the regional differences in consumertastes and behaviour in your country.3 Complete the definitions of the expressionsin italics from paragraphs 4 and 5 bychoosing the correct alternative.a) The orlgln (line 54) of a brand is ...b)c)d)e)f)g)i) who buys it.ii) where it comes from.iii) who sells it.An example of consumer electronics (lines 59-60)is ...i) TV sets.ii) furniture.iii) household goods.An example of a personal care product (line 61)is ...i) washing powder.ii) clothing.iii) cosmetics.If a situation is polarised (line 63), it has ...i) no extremes.ii) two extremes.iii) three extremes.No-frllls (line 65) products ...i) have lots of special features.ii) are basic and cost less.iii) cost more than other products.If a company is stuck in the middle (lines 69-70),it ...i) makes lots of money from the mid-market.ii) can't move to more profitable areas.iii) doesn't serve any part of the market very well.If a company differentiates (line 71) betweendifferent regions, it ...i) treats them differently.ii) treats them the same.iii) treats them indifferently.PHOTOCO PIABLE© Pearson Education Limited 2010117UNIT2Travel�.� ..B U I LDING H OTELS FAST.·�- ..··.:..·Before you readWould you stay in a hotel made of modified shipping containers?Why? /Why not?ReadingRead this article from the Financial Times and answer the questions.FTe e 0LEVEL O F DIFFICULTYHotel changes the landscape of buildingby Robert CooksonThe biggest hotel to be constructedfrom shipping containers opens inits modules are u p to 20 per30London this week.
Travelodge, thecheapest. especiallyinconstructionmustwith bathrooms, plastering and a i rTravclodge took 58 weeks frombecausepermafrost;start to finish - 1 6 weeks fasterAfrica, 'where you can·t build>5them into a 300-room hotel ncarthan a conventional build wouldHeathrowhave been. During one evening.Thein just three weeks.steelmodulesaremadecompanythatdesigns,Travelodge�oplanstoand expects'Our proposition is absolutelyoversizedshipping�5- as much as five metres wide -ofCanada,whereberapidwesttimber-frame hotels because thetermi tes eat them · : and the UnitedArab Emirates, where cities areThefutureimaginedbyMrRollett, with buildi ngs worldwide10made from identical metal blocks,would require a profound shakeThe containers can be stacked 1 7up of the established order and,manyofitslargerstoreys high without theforcontainersuse contai nersciteshotels.indirectortoHespringing up in the desert.expandcalls a · Lego k i t ' for developers.Rollett.usl i fted into place in three hours.aggressively over the next decadePaulooan entire floor of 60 rooms wasmanufactures and supplies what itunique.'additionalsupport.needi n its most extreme form, wouldTheycause nightmares for traditionalb u i lders and architects.
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