新编剑桥商务英语unit-9

Module99.1BrandingReading:What’sthatsmell?Speaking:DiscussingbrandingGrammar:RelativeclausesReading:Chineseluxuryobsession4123Reading:What’sthatsmell?1.Whatisyourfavoritebrandof…?•coffee?•soap?•clothes?Tellyourpartnerandexplainwhyyouchoosethatparticularbrand.Isyourchoiceproductorservicebecauseofitssmell?2.Readthefollowingarticleandwriteinthecorrectletter,A-G,forthemissingphrases.What’sthatsmell?DavidVanEppsopenshisbriefcaseandtouchesseveralofthe72bottlesinside.‘Here’soneyou’lllike,’hesays,takingthetopoffone.Hedipsapaperstripinsideandwavesitunderhisnose,breathingindeeply.Itsmellofsugarandbutterlikethe‘sugarcookies’(1)________.Italsomakeshimthinkofmoney:sugarcookiesisonlyoneof1,480fragrancessoldbyVanEpps’companyScentAirTechnologiesandusedtoimprovebrandidentity.Fragranceisasmuchamarketingtoolthesedaysasalogo,asloganorajingle.Sonyputsitscustomers‘inthemood’forbuyinginitsstoreswiththesmellofvanillaandmandarin.AtsomeDoubletreeHotelsguests(2)_____.AndProctorandGamblehasexperimentedwithScentAirscentstoattractshopperstodisplaysinstores,saysVanEpps.‘What’sbetterthanhavingabrandpeoplewanttousebecauseoffragrance?’A.wheretheodourofwaffle-coneswerereleasedintotheairtoencouragevisitorstoanout-of-the-wayicecreamshopB.thathisgrandmotherusedtomakeC.whichtypicallyincludesmorethansixsmellsD.whoserecently-introducedcellphonekeypadwaslavender-scentedE.whenitbegantwelveyearsagoF.whysomanycompaniesarenowassociatingbrandswithascentG.whowalkaroundreceptionwillgetawhiffofachocolatechipcookieScentAirfirststartedputtingthatattitudeintobottles(3)___________.ScentAirwillchangeasmuchas&25,000tocreateacustomblend,(4)______.Thisyearturnoverhasquadrupledasmoremarketersusescentstodistinguishtheirbrands.Onceaclientselectsascent,ScentAirputstheliquidaromainacartridgethatfitsinsideadevicewithafanwhichpushesthesmellintotheair.Youcontrolthestrengthwithadial.Monthlyrefillsare&100perdevice.Somecompanieswanttomakeshopperswaitaroundlongerinthehopetheywillspotsomethingtobuy.ItseemstohaveworkedattheHardRockHotelinOrlando,(5)________.Salesjumped45%inthefirstsixmonthsafteraScentAirdevicewasinstalled.WestinHotelsandResortscontactedScentAirforawhiteteafragrancetoputinits127properties.Addedtothis,thehotelshavejuststartedsellingwhitetea-scenteditems,including$36candles.A.wheretheodourofwaffle-coneswerereleasedintotheairtoencouragevisitorstoanout-of-the-wayicecreamshopB.thathisgrandmotherusedtomakeC.whichtypicallyincludesmorethansixsmellsD.whoserecently-introducedcellphonekeypadwaslavender-scentedE.whenitbegantwelveyearsagoF.whysomanycompaniesarenowassociatingbrandswithascentG.whowalkaroundreceptionwillgetawhiffofachocolatechipcookieAlanHirschoftheSmellandTasteTreatmentandResearchFoundationinChicagoexplainsthereason(6)___________.‘Smellhasagreaterimpactonpurchasingthaneverythingelsecombined.Ifsomethingsmellsgood,theproductisperceivedasgood.’There’sLGElectronics(7)_________,orthecherrysmellfrombillboardsadvertisinganewshampoofromL’Oreal.AllweneednowisaPCthatcanpickuparomasfromwebsites.A.wheretheodourofwaffle-coneswerereleasedintotheairtoencouragevisitorstoanout-of-the-wayicecreamshopB.thathisgrandmotherusedtomakeC.whichtypicallyincludesmorethansixsmellsD.whoserecently-introducedcellphonekeypadwaslavender-scentedE.whenitbegantwelveyearsagoF.whysomanycompaniesarenowassociatingbrandswithascentG.whowalkaroundreceptionwillgetawhiffofachocolatechipcookieSpeaking:Discussingbranding1.Trytocompletethesentencesbelowaboutwhatyouhaveread.Tellyourpartnerwhatyouthink.•Onethingthatinterestsmeaboutthisis…•Onethingthatsurprisesmeis…•OnethingthatIfindhardtobelieveis…Onethingthatinterestsmeaboutthisisthatsmellcanhavesuchaneffectonhumans.OnethingthatsurprisesmeisthatScentAir’sturnoverhasquadrupledasaresult.ThesalesofHardRockHoteljumped45%inthefirstsixmonthsafteraScentAirdevicewasinstalled.2.Whatsmellcouldyouusetobrandthefollowing?Youcanusesuggestionsinthepictures.*yourcompany’sproductorservice*yourschoolorcollege*anewrangeofclothing*bicycles*alanguagecourseGrammar:RelativeclausesWeoftenaddinformationormoredetailtothemainclauseofthesentence.Forexample,thespeakermaywanttosaywhattypeofcompanyheworksfor.ScentAirisacompanywhichsellsscents.MainclauseRelativeclauseCompletethedefiningrelativeclausesinthesesentenceswithawordfromthebox.whenwherewhywhichwhowhose1)Thenewproduct________goesonsalenextmonthisn’treadyyet.2)Theturnoverwasjustunderhalfamillion________itwasfirstfoundedin1985.Nowit’shundredmillion.3)Thepeople_______workforusareallhighlyqualified.4)Weliketothinkwe’reasupportivecompany________staffareloyal.5)Letmeexplainsomeofthereasons_________we’remakingthesechanges.6)Thecompany__________Iusedtoworkisclosingdown,apparently.whichwhenwhowhosewherewhyReading:ChineseluxuryobsessionReadaboutluxurybrandsinChina.Eachlinecontainsonemistake(includingpunctuation).Correctit.Chineseluxuryobsession0.WhenthatmanypeoplevisitcitiesinChina,theyarestillsurprisedtoseetheluxury00.brandswhonormallyfillthefashionboutiquesofNewYorkandParis.Butina1.countrywhichmoreandmoreyoungpeoplehavebecomebig-spendingcon