新编剑桥商务英语unit-9.ppt

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1、Module99.1BrandingReading:What’sthatsmell?Speaking:DiscussingbrandingGrammar:RelativeclausesReading:Chineseluxuryobsession4123Reading:What’sthatsmell?1.Whatisyourfavoritebrandof…?•coffee?•soap?•clothes?Tellyourpartnerandexplainwhyyouchoosethatparticularbrand.Isyourchoicep

2、roductorservicebecauseofitssmell?2.Readthefollowingarticleandwriteinthecorrectletter,A-G,forthemissingphrases.What’sthatsmell?DavidVanEppsopenshisbriefcaseandtouchesseveralofthe72bottlesinside.‘Here’soneyou’lllike,’hesays,takingthetopoffone.Hedipsapaperstripinsideandwaves

3、itunderhisnose,breathingindeeply.Itsmellofsugarandbutterlikethe‘sugarcookies’(1)________.Italsomakeshimthinkofmoney:sugarcookiesisonlyoneof1,480fragrancessoldbyVanEpps’companyScentAirTechnologiesandusedtoimprovebrandidentity.Fragranceisasmuchamarketingtoolthesedaysasalogo

4、,asloganorajingle.Sonyputsitscustomers‘inthemood’forbuyinginitsstoreswiththesmellofvanillaandmandarin.AtsomeDoubletreeHotelsguests(2)_____.AndProctorandGamblehasexperimentedwithScentAirscentstoattractshopperstodisplaysinstores,saysVanEpps.‘What’sbetterthanhavingabrandpeop

5、lewanttousebecauseoffragrance?’A.wheretheodourofwaffle-coneswerereleasedintotheairtoencouragevisitorstoanout-of-the-wayicecreamshopB.thathisgrandmotherusedtomakeC.whichtypicallyincludesmorethansixsmellsD.whoserecently-introducedcellphonekeypadwaslavender-scentedE.whenitbe

6、gantwelveyearsagoF.whysomanycompaniesarenowassociatingbrandswithascentG.whowalkaroundreceptionwillgetawhiffofachocolatechipcookieScentAirfirststartedputtingthatattitudeintobottles(3)___________.ScentAirwillchangeasmuchas&25,000tocreateacustomblend,(4)______.Thisyearturnov

7、erhasquadrupledasmoremarketersusescentstodistinguishtheirbrands.Onceaclientselectsascent,ScentAirputstheliquidaromainacartridgethatfitsinsideadevicewithafanwhichpushesthesmellintotheair.Youcontrolthestrengthwithadial.Monthlyrefillsare&100perdevice.Somecompanieswanttomakes

8、hopperswaitaroundlongerinthehopetheywillspotsomethingtobuy.ItseemstohaveworkedattheHardRockHotel