Teaching Courseware:

New Business English Intensive Reading Book Two

B

New Business EnglishIntensive ReadingBook Two

B

Hubei Three Gorges Vocational and Technical College

6 Management9 Successful Businessmen8 Trademark7 Interview10 Successful Business

New Business English Intensive Reading Book Two

B

Picture--Word Associating Game

Unit Six

Unit Seven

Unit Eight

Unit Nine

Unit Ten

Unit SixManagement

Unit SevenInterview

Unit EightTrademark

Unit NineSuccessful Businessmen

Unit TenSuccessful Business

Warmup

Text

Translation

Notes

New Word

Examples

Exercises

Extended ActivitiesUnit Six --- Reading I

Areas of Management

1. Within any large company, the top, middle, and first-line managers work in a variety of areas including marketing, finance, operations, human resources, and information.

2. Marketing includes the development, pricing, promotion, and distribution of a product or service. Thus, marketing managers are responsible for getting products and services to buyers. Marketing is especially important for firms dealing in consumer products, such as Procter & Gamble, Coca-Cola, and Levi Strauss. As a result , these firms often have large numbers of

TextAreas of Management

marketing managers at a variety of levels. For example, a large firm will likely have a vice president for marketing (top manager), regional marketing managers (middle managers), and several district sales managers (first line managers).

3. In contrast , firms that produce industrial products like machinery and janitorialsupplies tend to put less emphasis on marketing and to have fewer marketing managers. However, these firms do not ignore marketing altogether. In recent years, hospitals and universities have also come to recognize the value and importance of marketing.

4. Management of the firm's finances, including its investments and accounting functions, is extremely important to its survival . Nearly every company has financial managers to plan and oversee its financial resources. Levels of financial management may include a vice president for finance (top), division controller (middle), and accounting supervisor (first-line). For large financial institutions like Citicorp, Bank of America, and Merrill Lynch, effective financial management is the company's reason for being. No organization, however, can afford to ignore the need for management in this area.

5. A firm's operations are the systems it uses to create goods and services. Operations managers are responsible for production control, inventory control, and quality control, among other duties. Manufacturing companies like Boeing and Sony have a strong need for operations managers at many levels. Such firms typically have a vice president for operations (top), plant managers (middle), and foremen or supervisors (first-line). In recent years, sound operations management practices have also become increasingly important to service organizations, hospitals, universities, and the government.

6. Every enterprise uses human resources. Thus, most companies have human resource managers to hire employees, train them, evaluate their performance, decide how they should be compensated , and, in some cases, to deal with labor unions. Large firms may have several human resource departments, each dealing with specialized activities. Exxon, for example, has separate departments to deal with recruiting and hiring, wage and salary levels, and labor relations. Smaller firms may have a single department, while very small organizations may have a single person responsible for all human resources activities.

7. A new type of managerial position that is appearing in many organizations is that of information manager. These managers are responsible for the design and implementation of various systems to gather , process, and disseminate information. Dramatic increases in both the amount of information available to managers and in the ability to manage it have led to the emergence of this important function. While relatively few in number now, the ranks of information managers are increasing at all levels. Some firms such as Firestone and Federal Express, for

example, have top management positions called Chief Information Officer. Middle managers engaged in information management help design information systems for divisionsor plants. Computer systems managers within smaller business or operations are first-line managers.

:

1

2 3

4 5

6 7

Chairperson of the board,

President,

Managing Director,

General manager,

DeputyVice president,

DivisionDepartment manager, /

Superintendent, I. Brainstorming: Work with your partner and write outwords or expressions about the titles of managing staff.

Warm--up

Supervisor,

Chief Executives ( CEO, CFO, CIO, etc. ),

Director,

Section chief,

Department head,

Foreman,

Chief engineer ... ......

II. Pairwork: Discuss the following questions with your partner.

Where do we suppose to find management? Some students may say in business, but actually management can be found wherever people work together in groups. So management takes place not only in business settings but also in schools, hospitals, the military, government, service organizations, etc.

2. What is the purpose of management? Management is the process of coordinating human, physical, and financial resources to achieve an organizations objectives.

3. What are the major functions of business management? The major functions of business management include planning, organizing, staffing, directing, and controlling. Human resources (employees), physical resources (materials and machinery) and financial resources (money) can work efficiently only with careful coordination of management.

4. What do you think is a manager's routine work? A managers routine work is to get things organized, to

communicate with others effectively, to appraise staff promptly, to

manage public relations, and to put customers first.

5. Who is the most suitable candidate for management work in your class? And why?

6. What skills and abilities are desired for management work? The following are the keys for success in management work: To think logically to make correct or prompt decisions Good at coordination work To deal with various kinds of people ranging from community leaders to employees To speak and write clearly and with authority The ability to lead and influence others.

Procter & Gamble a US company which dominates the soap and detergent industry in the US and many other parts of the world occupying the 61st place in Fortune Global 500 Industrial Corporations in 1999. P&Gas it is usually knownalso makes other household and personal care products. ()

2. Coca-Colathe largest soft drink producer in the worldand the 32nd of the best 500 enterprises in the US. It was founded in 1919 and has since been producing Coca-Cola and other non-alcoholic beverages. 26of its assets are outside the United States. The company has approximately 38,000 employees. ()

Notes

3. Levi Straussthe worlds largest manufacturer of jeans. It has approximately 30,000 employees. ()

4. Citicorpthe largest banking enterprise in the US. The bank has many branches all over the world. 1n the past few years Citicorp has set up branches in some Chinese cities such as BeijingShanghai and Guangzhou. The bank has approximately 32,000 employees. ()

5. Bank of Americaone of the major banks in the US. 1t has more than 1,000 branches in the country. it has approximately 30,000 employees. ()

6. Merrill Lynchone of the major multinational securities issuing houses in the US. It has a 1245-positionthree-story trading center in New York City. ()

7. . . . the companys reason for being. the purpose for which the company exists.

8. operations managersthe managers responsible for controlling production.

9. Boeingone of the major aircraft manufacturing companies in the world and the largest aircraft exporter in the United Statesa company with 38,000 employees. ()

10. Sony: one of the largest manufacturers and exporters of electronic products in Japan. One of its branch companies is located in San DiegoCalifornia() .

11. 1abor unionan organization that represents the ordinary workers in a particular trade or professionespecially in meetings with employers. In British English it is called trade union. ()

12. ExxonExxon corporationthe largest oil company in the world with its headquarters located in New York City. The corporation has approximately 30,000 employees. ()

13. 1abor relationsthe relationship between employers and employees. ()

14. dramatic increases in both the amount of information available to managers. . . led to the emergence of this important functionThe fact that managers have to process the rapidly increasing amount of information and have to acquire more abilities to deal with it has made it necessary for the new type of managerial position to come into being.

15. Federal Expressthe largest company engaged in express delivery through air transport. It is the 7th of the 50 major transport companies in the world. ()

1. vice a. 2. janitorial a. 3. survival n. 4. oversee v. 5. supervisor n.

6. institution n. 7. effective a. 8. inventory n. 9. typically ad. 10. foreman. n.

New Words

11. sound a. 12. evaluate v. 13. compensate v. 14. recruit v. 15. implementation n.

16. gather v. 17. disseminate v. 18. dramatic a. -19. emergence n. 20. engage v. (be engaged in) 21. division n.

1. deal in 2. as a result 3. a variety of

4. in contrast 5. put emphasis on 6. engage in

dramatic a.division n.compensate v.Unit Six What words can you associate with the pictures?recruit v. foreman n. disseminate v.

inventory n. typically ad. recruit v.institution n.survival n.

implementation n. effective a. compensate v.evaluate v.

disseminate v. gather v. vice a.

division n.

sound a.

oversee v.

emergence n.engage v.janitorial a.

oversee v.

supervisor n.

janitorial a.

1. vice a. 2. janitorial a. 3. survival n. 4. oversee v. 5. supervisor n.

6. institution n. 7. effective a. 8. inventory n. 9. typically ad. 10. foreman. n.

New Words

11. sound a. 12. evaluate v. 13. compensate v. 14. recruit v. 15. implementation n.

16. gather v. 17. disseminate v. 18. dramatic a. 19. emergence n. 20. engage v. (be engaged in) 21. division n.

1. deal in 2. as a result 3. a variety of

4. in contrast 5. put emphasis on 6. engage in

1. vice e.g. the vice-president of the USA synonym: associate, assistant, deputy vice president vice governor vice chairman vice mayor vice premier vice consul vice minister vice principal ()

associate: associate professor associate judge

Examples

associate research fellow associate research fellow associate managing editor associate senior doctor associate senior editor manageheadmaster, assistant: assistantdeputy general manager, assistantdeputy managing director assistant manager () assistant headmaster

directordeputy director, secretary, mayor, deandeputy: deputy secretary. general deputy mayor deputy secretary deputy dean , , assistant: assistant professor assistant editor assistant research fellow assistant agronomist assistant engineer

2. a variety of e.g. Everyone arrived late at the party for a variety of reasons. The shirt is available in a wide variety of colors.

3. deal in e.g. The company deals in computer software.

4. In contrast (towith) ...... e.g. Their old house had been large and spaciousin contrast, the new flat seemed cramped and dark. The company lost $7 million this quarter in contrast to a profit of $6.2 million a year earlier.

5. janitorial a. janitor: n. synonym: doorkeeper, caretaker

6. survival n. e.g. Hopes are fading for the survival of the missing climbers. She was fighting for her political survival. survival kit: survival of the fittest:

survive 1)vi. e.g. Her parents died in the accident, but she survived. He survived in the desert for a week on biscuits and water. 2) vt. ............ e.g. Few buildings survived the fire. She Survived her sons. survivor n. e.g. There was only one survivor fromof the plane crash.

7. putlayplace emphasis on: e.g. The new schoolmaster put emphasis on cultivating students independence. The course places emphasis on practical work.

8. oversee vt. e.g. A team leader was appointed to oversee the project. The man was asked to oversee the decoration project of the new building.

9. inventory n. e.g. An inventory of all the stock has to be made before the shop Can be made. We made a complete inventory of everything in the apartment.

10. compensate 1) vt. e.g. Many firms compensate their workers if they are injured at work. The firm agreed to compensate its workers for their loss of earnings. 2) vi. e.g. Because my left eye is so weak, my right eye has to work harder to compensate. Her intelligence more than compensates for her lack of experience. compensation n. compensatory a.

in compensation e.g. The plane was cancelled, and all we got in compensation was a free meal. as compensation e.g. The workers were given 30 days pay as compensation. pay sb. compensation e.g. The idea is that criminals should pay compensation to their victims. seekclaim compensation e.g. The court awarded James$1,000 compensation. compensatory trade

11. sound 1) a.; e.g. Thats very sound adviceyou should take it. He is politically sound. The surveyor reported that all the walls were completely sound. The doctor certified that she was of sound mind (). sound asleep: e.g. The children are in sound asleep.

2) linking v. , e.g. Your cough sounds better. Does this sentence sound right? It sounds as ifas though sound like e.g. That sounds like a good idea!

12. among other things / places / factors etc. () e.g. At the meeting they discussed, among other things, recent events in Japan. Id like him to look specifically at Personnels computing problems among other things.

13. foreman n. overseer supervisor

14. disseminate vt. e.g. Israeli columnist says Israeli army disseminates disinformation to distract attention from Gaza massacre. dissemination n. e.g. the dissemination of information about new tax rules

15. emergence n. e.g. The 1960s saw the emergence of many new nations. The dramatic emergence of many new towns is a sign of rapid urbanization. emerge 1)vi. e.g. The sun emerged from behind the clouds. Several interesting new poets have emerged in recent years. 2)vi. e.g. Eventually. the truth of the matter emerged.

16. at all levels level 1) n. at...level ...... e.g. Training is offered at each level in the department. 2) n. e.g. Increased supplies are needed to meet the level of demand. Dolphins show a high level of intelligence. 3) n. e.g. a high level of achievement Students at this level may have problems with basic grammar.

17. rather 1) vt. e.g. He travels about the world gathering facts about little. known diseases. As we came onto the slope, we gathered speed. 2) vt. e.g. Gather your toys up. The farmers are gathering in the corn.

18. division 1) n. division of something betweenamonginto something e.g. the division of words into syllables 2) n.() e.g. the Computer Services Division the sales division of a company

I. Read the text carefully again and discuss the following questions.II. Choose the best answer to each of the following questions.III. Give the English words or phrases according to the meanings provided.IV. Put the following words or expressions from the text in the blanks to complete the sentences. Make changes where necessary.V. Rewrite the following sentences and replace the underlined words with appropriate words or phrases from the text.VI. Word study: For each of the following clues. Use the given prompts to produce sentences in the same way as shown in the model.

Exercises

1.How many levels are there in management? And what are they? The key comes from Paragraph 1: There are three levels in management .They are the top manager, middle managers, and first line managers.

2.What are the five areas of management mentioned in the text? The key comes from Paragraph 1: The five areas of management are marketing, finance, operations, human resources, and information.

3.What are the responsibilities of marketing managers? The key comes from Paragraph 2: Marketing managers are responsible for getting products and services to buyers.

4.What does marketing include? The key comes from Paragraph 2: Marketing includes the development, pricing, promotion, and distribution of a product or service.

5.What are financial managers responsible for? The key comes from Paragraph 4: Financial managers are responsible for planning and overseeing its financial resources.

6.What are a firm's operations? The key comes from Paragraph 5: A firm's operations are the systems it uses to create goods and services.

7.What are the responsibilities of operations managers? The key comes from Paragraph 5: Operations managers are responsible for production control, inventory control, and quality control, among other duties.

8.What are human resources managers responsible for? The key comes from Paragraph 6: Human resource managers are responsible for hiring employees, training them, evaluating their performance, deciding how they should be compensated, and, in some cases, dealing with labor unions.

9.What are information managers responsible for? The key comes from Paragraph 7: Information managers are responsible for the design and implementation of various systems to gather, process, and disseminate information.

10.What have led to the emergence of information management? The key comes from Paragraph 7: Dramatic increases in both the amount of information available to managers and in the ability to manage it have led to the emergence of this important function.

( ) 1. The text is mainly about _______. a. different levels of management b. various functions of management c. nature of management d. major departments of management

( ) 2. Of the following companies, ________ is most likely to put more emphasis on marketing. a. Boeing b. Federal Express c. Procter & Gamble d. Citicorp

( ) 3. The _______ is responsible for the quality control in a company. a. information manager b. marketing manager c. human resources manager d. operations manager

( ) 4. According to the text, ________ is extremely important to a company's survival. a. marketing management b. finance management c. operations management d. human resources management

( ) 5. The ______ is a new type of managerial position appearing in many organizations. a. information manager b. financial manager c. human resources manager d. marketing managerKey to II: 1 d ; 2 c ; 3 d ; 4 b ; 5 a .

1. supervisor ,, a person in charge of a group of people and responsible for making sure that they do their work well2. foreman a skilled worker who is put in charge of a group of workers 3. financial managers the managers who are responsible for planning and overseeing the financial resources of a firm

4. middle managers people who are in charge of business activities of small groups of people at a division or district level, but do not have the authority to make the most important decisions 5. marketing managers the managers responsible for developing, pricing, promoting and distributing goods and services to buyers

6. information managers the managers responsible for the design and implementation of systems to gather, process, and disseminate information 7. top managers people who are in charge of the most important managerial issues of a business institution 8. human resource managers the managers responsible for hiring, training, evaluating and compensating the employees

9. first-line managers people, such as foremen and supervisors who are engaged in the supervision of business activities at the lowest level10. chief information officer a manager responsible for the design and organization of information systems at the top level

vary disseminate at all levels survive a variety of inventory deal in in contrastcompensation emergence oversee as a resultHe slipped and broke his leg. __________, he will have to stay away from school for three months at least.

2. Workers who are unfairly laid-off have the right to claim ____________ from employers.

3. The stock lost 60 cents a share___________ to last year, when it gained 21 cents.As a resultcompensation in contrast

4. To obtain the nutrients you need,______ the foods you eat.

5. Team leaders and project managers _______ groups of programming staff.

6. With the popularization of the Internet, information____________________ much more quickly and widely than ever.varyoversee has been disseminated

7. This import and export corporation __________ general merchandise, paper, building materials, electrical appliances, lights, etc.

8. Liz _________ several broken marriages, as well as periods of alcohol addiction.

9. Our store has the largest _________ in the mattress business.inventory deals inhas survived

10. As a maths teacher, she is very capable in teaching and able to teach classes______________ in the secondary school.

11. The past 2 decades saw the ____________ of many small and medium sized private enterprises.

12. The farmer has recently cultivated _________seedless oranges and made great profit out of them.a variety ofat all levels emergence

Reading provides necessary skills to go on living. survival skills

2. Carrying out the overseas marketing project requires a series of desk research in advance. The implementation of

3. The company has found some new workers to work for its overseas branches. has recruited

4. The import and export company has a firm and strong management. has a sound

5. There was a heavy fall of snow. Because of the snow, the delivery of the goods was delayed. As a result

6. Exporters should not lay stress on pricing at the very beginning of negotiations. put emphasis on

1. a. It was considered inappropriate for a government official to engage in commerce. v. b. The old professor engaged himself in making a dictionary for the advanced learners of English. v. c. Once Mrs. Smith engages you in conversation, youre stuck with her for at least half an hour. v.

2. a. I cant afford going to the theater to see plays or operas every week. v. b. Many smaller companies simply can not afford to buy health insurance for employees and remain in business. v. c. Meetings with that man of great achievement always afford me much pleasure. v.

3. a. The great company is headed by people confident enough to recruit people better than themselves. v. b. At most banks, young recruits spend a few months working as tellers. n. c. They failed in their recruitment of qualified violinists for their music club. n.

4. a. If you are going to sell your old furniture. youd better have it evaluated by an expert first. v. b. It is dead wrong to evaluate people by their appearance. v. c. The great writers biography is a reliable evaluation of his life. n.

5. a. It was very stupid of you to ignore your mothers advice. v. b. He continued on his way, ignorant of the danger that lay ahead. a. c. The ignorance of law is no excuse for any offense no matter how trivial it is. n.

B Functions and Structure: Making Appointments Key to I: 1. can see me I can arrange it for you Would it be convenient to 2. Lets fix a date Could you manage tomorrow I cant make it tomorrow What about Where shall we meet Ill be waiting for you then

Extended Activities

3. Whether Mr. Cooper could spare me half an hour Could you make it some other time Will.suit him

4. make an appointment to see Dr. Johnson is engaged

5. Are you free What time would be convenient for you? Ill be expecting you I have to break the

6Id like to fix an appointment to see the General Manager. if he can see you today. hes got a rather full day today. How about Youre welcome to come Im afraid the General Manager could not keep the appointment with you. Would you like to reschedule your appointment?

C Practical Reading: Company Organization

Key:

1. a 2. b 3. d 4. d 5. c 6. b 7. c 8. b 9. a 10.c

D. Additional Vocabulary

1 w 2 d 3 j 4 r 5 o 6 a 7 q 8 i 9 e 10 p 11 x12 b 13 k 14 c15 y 16 f 17 h 18 s 19 z20 t 21 g 22 u 23 m24 v25 n 26 l.

Warm--up Text Translation Notes New Words Examples Exercises Extended Activities

Unit Seven --- Reading I How to Shine at a Job Interview

1 The smart job seeker needs to get rid of several standard myths about interviewing before starting to pound the pavement looking for a job. What follows is a list of some of these untruths and some tipsto help you do your best at your next interview.

Myth 1 : The aim of interviewing is to obtain a job offer.2 Only half true. The real aim of an interview is to obtain the job you want. That often means rejecting job offers you don't want! Incompetentjob seekers, however, become so used toaccommodatingemployers' expectationsthat they often easily qualify for jobs they don't want. So,

TextHow to Shine at a Job Interview

before you do back-flips for an employer, be sure you want the job.

Myth 2: Always please the interviewer.3 Not true. Try to please yourself. Giving answers that you think will suit a potential employer, losing touch withyour own feelings (in order to get in touch with some other persons feelings) and in general, practicing a humble policy of appeasementare certain to get you nowhere. Of course, dont be hostile - nobody wants to hire someone disagreeable . But there is plainly a middle ground between being too ingratiatingand being hostile. An effective interview (whether you are offered the job or not) is like an exciting encounter in conversation with your seatmate on an airplane.

Myth 3: Try to control the interview.4 Nobody controls an interview -- neither you nor the interviewer although one or both parties often try. Then it becomes a phonyexchange between two human beings; no business is likely to be transacted . When somebody tries to control us, we resent it. When we try to control somebody, she resents us. Remember, you cant control what employers think of you, just as she cant control what you think of her. So hang loose when interviewing, never dominate the interview. Compulsivebehavior turns off your authenticity .

Myth 4. Never interrupt the interviewer.5 No dice. Never talk when Im interrupting said McGeorge Bundy. Good advice. Study the style of an effective conversationalist :She interrupts and is interrupted! An exciting conversation always makes us feel free --- free to interrupt, to disagree, to agree enthusiastically. We feel comfortable with people who allow us to be natural. So, when interviewing, half the responsibility lies with you. Do you seem uptight? Try being yourself for a change. Employers will either like or dislike you, but at least you'll have made an impression. Leaving an employer indifferent is the worst impression you can make. And the way to make an effective impression is to feel free to be yourself, which frees your interviewer to be herself !

Myth 5. Don't disagree with the interviewer.6 Another silly myth. If you don't disagree at times, you become, in effect, a yes man or woman. Don't be afraid to disagree with your interviewer in an agreeable way. And don't hesitateto change your mind. The worst that could happen would be that the interviewer says to herself, Theres a person with an open mind! The conventional wisdom says be yourself, true enoughBut how many people can be themselves if they dont feel free to disagree?

:

1

1

2

2

3

3

4 ------

4

5 -

5

6 ---()()

I. Brainstorming: Work with your partner and write out words or expressions often used at an interview.Documents & People Involved

application form,

curriculum vitaeCV, /

resume,

diploma,

certificate,

letter of application,

Warm--up

reference letter,

applicant, employee,

employer,

candidate,

interviewer,

interviewee

Employment Terms to Be Discussed

salary,

wages,

payment,

bonus,

fringe benefits,

advancement,

company car,

overtime,

expenses account,

in-field training,

promotion opportunity,

insurance,

health care,

starting salary, pension,

additional holiday,

paid vacation. . .

What to Learn About Interviewee

computer skills,

previous experience,

family background,

work

experience,

qualifications, language, ability,

hobbies,

educational background

career plan. . .

II. Pairwork: Discuss the following questions with your partner,

What purpose does a job interview serve? The interviewer wants... to learn whether the applicant has the potential to perform a specific job. The applicant wants... to learn what his or her specific duties and responsibilities will be if hired.

2. What do you think is the key to success at a job interview?

3. What are the typical questions that an interviewer might ask? And how will you respond if you are asked those questions?

1) Tell me about yourself. 2) What do you think are your strengths and weaknesses? 3) We have a lot of applicants for this job, why should we hire you? 4) What has been your most valuable experience?

5) How would you describe your personality ? 6) When did you last lose your temper ? Describe what happened.

7) Which is more important to you: status or money? 8) How long do you think youd stay with us if you were given the job?

9) Why do you want to leave your present job? 10) What makes you think youd enjoy working for us? 11) Are you an ambitious person? 12) What would you like to be doing ten years from now ?

13) What have you done in your present job that makes you feel most proud of yourself? 14) What was the worst problem you had in your present job and how did you solve it? 15) What is the best idea youve had in the past month? 16) What is your worst fault and what is your best quality?

17) Dont you think you are a little youngold for this job? 18) What are your longrange goals?

19) Describe your present jobwhat do you find rewarding about it? 20) What do you do in your spare time?

21) What excites you about the job youre doing now? 22) What worries you about the job youre doing now? 23) Describe your ideal boss. 24) How would you rate your present boss?

1 2 3 4 5 6

7 8 9 10 11 12

13 14 15 16 17 18

19 20 21 22 23 24

4. Do you think it a good way to recruit new staff through interview? Are there any other alternatives you would like to suggest?

5. How will you prepare for an important job interview?

1. get rid of several standard myths about interviewing .... to remove some commonly held untrue ideas about interviewing.

2. pound the pavement walk along the sidewalk with heavy steps.

3. accommodate employers expectations to accept an employer's opinion and do what she expects against one's own opinions and needs.

Notes

4. they often easily qualify for jobs they don't want: They often allow themselves to be regarded as suitable persons for the jobs they don't like.

5. do back-flips for an employer: give a positive response to an employer.

6. losing in touch with your own feelings (in order to get in touch with some other persons feelings) concealing what you think and pretending to share the same opinion with other persons.

7. is like an exciting encounter in conversation with ... : is similar to an exciting talk with somebody whom you meet with unexpectedly.

8. a phony exchange: an unreal conversation. ()

9. no business is likely to be transacted no result is likely to be achieved.

10. compulsive behavior turns off your authenticity the thing you force yourself to do makes you unnatural.

11. try being yourself for a change try behaving sincerely to be different from what you are accustomed to doing.

12. feel free to be yourself, which frees your interviewer to be herself Allow yourself to be natural and sincere, and as a result, your interviewer will be so, too.

13. the conventional wisdom: universally accepted standards and judgments.

1. myth n2. pound v3. pavement n4. untruth n. ; 5. tip n. ;

6. obtain v. ; 7. incompetent a. ; 8. accommodate v. 9. expectation n. ; l0. back-flip n.

New Words

11. suit v. ; 12. humble a. 13 appeasement n. ; 14. hire v. 15. disagreeable a.

16. plainly ad. ; 17 ingratiating a. ; 18. encounter v. 19. phony a. 20. seatmate n. ()

21. transact v. 22. resent v. 23. compulsive a. ; 24. authenticity n. 25. conversationalist n. 26. uptight a. 27. hesitate v. 28. conventional a. 29. wisdom n.

l. get rid of 2. do ones best 3. becomebe used to doing . . . 4. lose touch with 5. get in touch with

6. in general ; 7. get. . . nowhere 8. a middle ground 9. hang loose 10. turn off

11. no dice 12. feel free to do. . . ; 13. lie with (sb. ) 14. be oneself

15. for a change ()16. at times 17. in effect 18. change ones mind

pavement n. pound v. obtain v. humble a. seatmate n. uptight a. Unit SevenWhat words can you associate with the pictures?

wisdom n. hire v. conventional a. suit v. incompetent a. myth n.

conventional a.resent v.back-flip n. accommodate v. expectation n. untruth n.

conversationalist n.accommodate v.ingratiating a.

authenticity n. compulsive a. hesitate v. appeasement n. disagreeable a. transact v.

tip n. ingratiating a. phony a. encounter v. plainly ad. resent v.

1. myth n2. pound v3. pavement n4. untruth n. ; 5. tip n. ;

6. obtain v. ; 7. incompetent a. ; 8. accommodate v. 9. expectation n. ; l0. back-flip n.

New Words

11. suit v. ; 12. humble a. 13 appeasement n. ; 14. hire v. 15. disagreeable a.

16. plainly ad. ; 17 ingratiating a. ; 18. encounter v. 19. phony a. 20. seatmate n. ()

21. transact v. 22. resent v. 23. compulsive a. ; 24. authenticity n. 25. conversationalist n. 26. uptight a. 27. hesitate v. 28. conventional a. 29. wisdom n.

l. get rid of 2. do ones best 3. becomebe used to doing . . . 4. lose touch with 5. get in touch with

6. in general ; 7. get. . . nowhere 8. a middle ground 9. hang loose 10. turn off

11. no dice 12. feel free to do. . . 13. lie with (sb. ) 14. be oneself

15. for a change ()16. at times 17. in effect 18. change ones mind

1. interview 1) n. e.g. When she was still at school she had her first interview for a job in a shop. 2) v. e.g. We interviewed ten people for the job. 3) v. e.g. The Prime Minister declined to be interviewed. interviewer: interviewee:

Examples

2. get rid of 1) e.g. I cant get rid of this cough. 2) e.g. Its time we got rid of all these old toys. 3) () e.g. I had to get rid of my assistant because he was habitually late. 3. myth n. ; ; e.g. Saving every penny makes one wealthy is no longer a popular myth.

4. tip 1) n. e.g. Take my tip and keep well away from that place. 2) n. e.g. Shall I leave a tip for the waiter? 3) vt. e.g. Did you remember to tip the driver? 4) n. e.g. This is a town at the southern tip of China. 5. do ones best e.g. We will do our best to finish it on time.

6. incompetent a. e.g. He is an incompetent teacher.

incompetence n. e.g. His incompetence at this job resulted in his resignation. 7. becomebe used to e.g. After years in America, he has become used to the life there.

be used to used to e.g. He used to swim in that river. He is used to swimming in that river.

8. obtain vt. e.g. Further information can be obtained from our head office.

9. accommodate 1) vt. e.g. The union has made every possible effort to accommodate the management. 2) vt. e.g. If the hotel is full, I can accommodate you. 3) vt. e.g. Are there enough shelves to accommodate all our books?

10. lose touch with e.g. After graduation, we have lost touch with each other. keepstay in touch (with)

11. get in touch (with) e.g. You can get in touch with me at the office if necessary.

12. in general 1) e.g. In general, about 10of the candidates are eventually offered positions. 2) e.g. Were trying to raise awareness about the environment in general and air pollution in particular.

13. expectation n. e.g. He has little expectation of passing the exam. expectant mother: life expectancy:

14. appeasement n.

appease vt. e.g. We appeased our curiosity by asking him several questions.

15. get . . . nowhere e.g. Taking that kind of attitude will get us nowhere.

16. hire 1) vt. e.g. The restaurant hires some part-time workers to deliver food to customers. 2) vt. e.g. We hired a car for a week when we were in Italy. hire out e.g. Why dont you hire out your car to your neighbors while youre away and make some money? hire purchase e.g. We got a house on hire purchase.

17. a middle ground e.g. The negotiators could find no middle ground.

18. ingratiating a. e.g. an ingratiating smilemanner

ingratiate vt. e.g. He is obviously trying to ingratiate himself with the boss.

19. encounter 1) n. () e.g. After our brief encounter in Beijing, I never expected to see him again. 2) vt. () e.g. We encountered a lot of problemsopposition. She encountered a friend on the plane.

20. neither. . . nor. . . () e.g. My doctor told me I should neither smoke nor drink.

21. transact v. () e.g. Most deals are transacted over the phone.

transaction n. e.g. financial transaction

22. hang loose e.g. Hang loose when you are being interviewed.

23. turn off ()() e.g. Dont oversell the product. If your salesmen are pushy, they will turn the customer off.

24. authenticity n. e.g. to establish the paintings authenticity

25. no dice e.g. Can I borrow some cash? Sorry, no dice.

26. feel free to e.g. You may feel free to criticize the article. If you have any doubts, please feel free to ask questions.

27. lie with sb. (to do sth. ) e.g. The decision in business lies with the board of directors.

28. be oneself 1) e.g. Dont try too hardjust be yourself. 2) e.g. The girl was sick yesterday, but she is quite herself now.

29. for a change () e.g. Lets go out to a restaurant for a change.

30. at times e.g. At times I wonder if its worth all the effort.

31. in effect e.g. In effect, our wages will fall by 2%.

32. with an open mind e.g. We should keep an open mind until all of the evidence is available.

33. Conventional / received wisdom e.g. Conventional wisdom has it that riots only ever happen in cities.

I. Read the text carefully and discuss the following questions.II. Choose the best answer to complete the following sentences.III. Give the English words or phrases according to the meanings provided.IV. Put the following words expressions from the text in the blanks to complete the sentences. Make changes where necessary.V. Rewrite the following sentences and replace the underlined words with appropriate words or phrases from the text.VI. Word study: For each of the following clues, use the given prompts to produce sentences in the same way as shown in the model.

Exercises

1. What is the real aim of a job interview? The key comes from Paragraph 2: The real aim of an interview is to obtain the job you want.

2. Why do incompetent job-seekers often easily qualify themselves for undesirable jobs? The key comes from Paragraph 2: Because they become so used to accommodating employer expectations.

3. What is an effective interview like? The key comes from Paragraph 3: An effective interview is like an exciting encounter in conversation with your seatmate on an airplane.

4. Why does the author say that it is not true to always please the interviewer ? The key comes from Paragraph 3: Because the author says that it is true to try to please yourself, pleasing the interviewer will get you nowhere.

5. Why does the author say "nobody controls" an interview ? The key comes from Paragraph 4: Because you cant control what employers think of you, just as she cant control what you think of her.

6. What will an effective conversationalist do during a conversation? The key comes from Paragraph 5: An effective conversationalist can make others feel free to interrupt, to disagree, to agree enthusiastically.

7. What is the worst impression you can make at an interview? The key comes from Paragraph 5: Leaving an employer indifferent is the worst impression you can make.

8. Why does the author think that it is silly not to disagree with the interview? The key comes from Paragraph 6: The author think if you dont disagree at times, you will become a yes man or woman.

1. The purpose of the passage is to ______ . a. tell us several standard myths about interviewing b. explain the key to success at a job interview c. show us how to do well at an interview d. advise us how to ingratiate the employer

2. To leave an interviewer an effective impression, it is suggested that you should _______ . a. never interrupt the interviewer b. argue with the interviewer bitterly c. never argue during an interview d. feel free to interrupt and disagree

3. Before you accommodate the employer's expectations, you should make sure that _______. a. you really want the job b. the job offers a good opportunity for advancement c. the job pays well d. you are really qualified for the job

4. According to the text, you should _______ at an interview. a. try your best to dominate the interview b. not be afraid to say "no" to your interviewer c. never interrupt the interviewer d. give answers that you think will please your future boss

5. If you want to feel free to be yourself at an interview, first you should _______ . a. disagree with your interviewer b. be natural like an effective conversationalist c. be indifferent to your interviewer d. never change your mind

Key: c, d, a, b, b.

1. authenticity the quality of being real or true2. pound to move along heavily3. tip a helpful piece of advice

4. incompetent not having the ability or skill to do a job properly5. accommodate to change your behavior to suit another person

6. suit to be acceptable or convenient for a particular person7. encounter to meet unexpectedly8. transact to do business

9. resent to feel angry or upset about a situation or about something 10. hire to employ

for a change feel free obtain lose touch withencounter get ... nowhere lie with a middle groundno dice turn off be oneself become used tohang loose appease get rid of accommodateget rid of a middle ground no dice1. If you __________ the bad habit of smoking, you can live a better and longer life.

2. The mediator finds it hard to find ______________ between their propositions () since both of them stick to their own stands.

3. Can I borrow some magazines from the teacher's reading-room? Sorry, ______ .

4. We usually have very simple and late supper, but on that particular Friday, we had dinner early ____________ .

5. Don't imitate their vulgar language, or you'll _____________ their bad manners.

6. Further information can __________ from head office. for a change become used tobe obtained

7. I have done my part of work, now the time is yours. Just _______ to ask questions.

8. Every one is _________ many difficulties in the course of his life and work.

9. We have made reasonable efforts _____________ employees' requests. feel freeto encounterto accommodate

10. They made us able to come with our own identity and our own image, to try to ____________ .

11. You'll get better results, if you ___________ when you are having an interview.

12. The strength of the research paper _______ the material obtained from classroom experience. be ourselveshang looselies with

13. We _____________ each other after she moved to San Francisco for a new job.

14. They attempted __________ international opposition by promising to hold talks.

15. She can _______ her charm quickly as she can turn it on.

16. If you want to go ahead, you should know that a negative attitude will ______ you __________ .

lost touch withto appeaseturn offgetnowhere

1. The door is closed, it is clear that they are out. plainly

2. The man can give people some useful advice on how to keep fit. tips

3. Usually, 80% of the time for negotiation process is devoted to preparations. In general

4. Something that two parties can both agree on should be found on non-price issues before the negotiators discuss the price. A middle ground

5. What the man said caused me to lose my sense of security. turned off

6. He is responsible for investments and accounting. He has the responsibility

7. If you are sincere and natural in your attitude, you can win their respect and friendship. are yourself

8. Sometimes, I wonder if that investment is a wise decision. At times

9. In fact, the company's production falls by 5% last year. In effect

10. It's a very good marketing project but it will make no progress without more financial support. get nowhere

11. This is my phone number, contact me if necessary. get in touch with

12. They usually dine at home, but occasionally they go to a restaurant to taste something different. for a change

1. a. Hes still hesitating over whether or not to take the job offered by a small company. v. b. Shy people are usually hesitant about asking for help. a. c. Well. educated people should have no hesitation in deciding what is right and what is wrong. n. 2. a. Whatever your reason for borrowing, we have the loan that suits your needs. v. b. If you want to make yourself a good speaker, you should always suit your speech to your audience. v. c. Steve was wearing a red silk shirt that didnt suit him at all. v. d. These shoes are not suitable for walking in the hilly countryside. a.

3. a. I resent being spied on when I am reading or writing in my office. v. b. He was resentful of the way he had been treated. a. c. They felt the resentment that nobody paid serious attention to their proposal. n. 4. a. Passengers are allowed one item of hand luggage each on the flight. v. b. The policemen do not allow parking in this street since the traffic here is heavy. v. c. In working with this cloth, you must allow for shrinkage. v. d. The maximum allowable dosage of this medicine is two tablets a day. a.

5. a. We were favorably impressed with the new product and decided to buy it. v. b. Father impressed on me the value of hard work. v. c. Her book did not make much impression on the public at first. n. d. What we have seen is so impressive that well never forget the scene. a.

B. Function and Structure: Interviewing People Key to I:1. could you tell me something about yourself? Whats the main part of your job there? Would you mind telling me why you quit your present job? 2. Why did you choose How long have you been working with you have got the necessary experience required for the job. If we decide to hire you, well notify you

Extended Activities

3. Weve read your letter of application wed like to have a talk with you. what are your principal responsibilities? When would it be convenient for you to begin work? youll be hired as a temporary employee first. Would you consider a starting salary 4. you impress me as having a good personality for the job, do you have any experience as a sales agent? what you expect from our company. Would you mind working overtime? Are you free for business travel? thank you very much for coming to see me and well be in touch with you

5. which company are you working for now? What has made you decide to come and work for us. if you could tell me your view of our company

C. Practical Reading: Curriculum Vitae and Application Letters Key to I: Henderson 13 Queens Crescent Helen February 15,1963 London SW1 5JJ Married Two 01-673 9208 19741979 York Grammar School, York 19791980 No 19801981 Longford Secretarial College

Experience 19811982 Chamber Trucks, 33 Jevington Road, Brighton, Sussex Br2 5OB. / Secretary / 30 per week 19821986 Buffalo Books, 29 Baker Street, London NIF 4AB / receptionist / from 1,860 to 2,900 per year

Key to II:1. b 2. a 3. d 4. d 5. a 6. c 7. b 8. c

D. Additional Vocabulary Key: 1i 2d 3i 4o 5k

6p 7a 8j 9e 10r

11b12m; 13c14n15f

16g17t 18s19h20q.

Unit Eight --- Reading I What Is a Trademark?

Warm--upTextTranslationNotesNew WordsExamplesExercisesExtended Activities

1 There are several types of company and product identifications. The trademark, also called a brand name, is the name by which people can speak of the product. Very often a trademark will include some pictorial or design element. If it does, the combination is called a logotype (or simply a logo).

2 Trademarks are proper termsthat identify the products and services of a business and distinguish them from products and services of others. Specially, a trademark is a word, design, or combination used by a company to identify its brand and to distinguish it from others, and it may be registered

What Is a Trademark?

and protected by law. Trademark format can include letters, numbers, slogans, geometric shapes, pictures, labels, color combinations, product and container shapes, vehicles, clothing, and even sound.

3 Trademarks can also be termed service marks when used to identify a service. In general, a trademark for goods appears on the product or its packaging, and a service mark is used in advertising to identify the services.

4 The logo design is an extremely important element in the successful marketing of a product. It is difficult to sell a product until a reasonable level of name recognition is achieved among

the consumers, In fact, the creation of a logo is so important that a number of firms have been established whose primary function is the design of Iogos, packages, and corporate identity. Most designers attempt to forge a compatible relationship among the package design, logo, and advertising for the product. A strong logo on the package and in product advertising creates an environment of recognition.

5 Clearly, the most successful packages are those that combine an intriguing design scheme with a provocativelogotype. What we mean is a logo that is distinctive enough if it is extracted from the package that it will still project the visualpersonality of the

product. After all, when pushing a shopping cartdown a supermarket aisle, the consumer's first images will be recognizable brand names.

6 Trademarks should not be confused with trade names, which are corporate or business names. General Motors, for example, is the trade name of a company making automobiles whose trademark (not trade name) is Buick. The terms trademark and trade name are often confused. Trade names are proper nouns. Trade names can be used in the possessive form and do not require a genericform. Many companies, however, use their trade names as trademarks. For example, Reebok International Ltd. is the corporate name, and

Reebok may be used as a trade name, as "Reebok's newest line of athletic shoes is for children. " Reebok also is used as a trademark: "Are you wearing Reebok athletic shoes or another brand?"

7 If you're confused, think of yourself as a new product. Your surname is your trade name (e. g. Lane or Smith). Your gender is the product classification (Female Lane or Female Smith). Your given name then is the brand (Lois Lane or Judy Smith) because it distinguishes you from other family members.

8 Some personal names (as with product names) may sound the same but may have different spellings -- Sherry, Sherri, or

even Cheri. Or they may simply be very familiar names -- Jennifer, Jane, Susan, Emily -- or clearly distinctive, like Ruhanna. Yet, distinctive may appear difficult to read or pronounce. Companies and products have a similar problem. They want names that can easily become familiar to consumers, yet be easy to read and pronounce and be memorable.

9 General Electric has a simple procedure for developing trademarks for its brands. GE's branding strategy has a number of steps:1). Pick a name. General Electric, for example.2). Create a memorable trademark. The GE monogram is recognized the world over.

3). Make a promise. For 60 years. GE promised better living through electricity, which became better living through technology, for the past 30 years.4). Effectively communicate the promise. GE has always had highly imaginative and memorable work produced by its agencies.5). Be consistent . Even as we grow and modify our business, we carefully manage the use of our identity worldwide.6). Don't get bored. GE has kept the same strategic promise for 30 years. If you follow the basic strategy, your brand should thrive.

:

1 logo

2

3

4

5

6

7

8 ---Sherry, Sherri, Cheri---Jennifer, Jane, Susan, Emily Ruhanna

9

6030 30

I. Brainstorming: Work with your partner and list some well-known international and national brands.

Food & Drink

Pepsi Coca-Cola McDonald Tsingtao Asahi Suntory Sunkist Pizza Hut 7up Fanta Sprite Kirin Nestle Waterman KFC Budweiser Beer

Warm--up

Electrical Appliances

Sony Siemens Samsung Philips Panda Panasonic Whirlpool Hitachi Haier ChunLan Toshiba Sharp Skyworth Changhong Hisense Konka Kelon Shinco

Garments &Cosmetics

Pierre Cardin Nike Levis Nivea Lacoste Goldlion Youngor Ponds Umbro OREAL Shiseido VERSACE KOSE LANCOME Biotherm Reebok

Others

Microsoft Shell Kodak Benz Xerox VolkswagenBuick Nikon Seagull Shell Kodak Benz Xerox Volkswagen Buick Nikon Seagull

II. Pairwork: Discuss the following questions with your partner. 1. Do you often buy branded goods? Explain why or why not. 2. What are your favorite brands? 3. What image and qualities do those brands have? 4. What are the advantages of branded goods for the manufacturer? 5. What are the advantages of branded goods for the consumer?

It is difficult to sell a product until a reasonable level of name recognition is achieved among consumers: a particular company can't sell its products without much difficulty until its name has won the public recognition to a sensible extent.

2. most designers attempt to forge.., for the product: most designers try to integrate the package design, logo, and advertising into a consistent whole so as to make their products more attractive.

3. a strong logo: a logo which can arouse customers' respect, admiration, trust and their desire to own the product.

Notes

4. a provocative logotype: a logo which reflects the distinctive identity of the product and arouses consumers' interest in buying it.

5. environment of recognition: all the situations, events, people etc. that cause consumers to share the admiration for a certain product or a company's good reputation.

6. what we mean is a logo that ... still project the visual personality of the product: the sentence further explains what a provocative logotype is. According to the writer, a provocative logo is a logo which is easily recognizable and can represent the characteristic qualities of a product even if it is taken from a package. In this sentence, the what-clause is the subject, and "a logo", the predictive (). "Logo" is modified by a that-clause "that is distinctive enough..." which consists of an if-clause and another that-clause. The if-clause denoting condition is placed before the second that-clause to achieve the balance of the sentence, while the that-clause is an adverbial clause, modifying "be distinctive enough" and denoting how distinctive the logo is.

7. --- the consumer's first images will be recognizable brand names: brand names that represent quality products will be the first things that attract consumers' attention.

8. General Motors: General Motors Incorporation in the USA (GM). GM manufactures various kinds of motor vehicles and is one of the major exporters of motor vehicles in both the US and the world. It has set up a joint-venture branch in Pudong, Shanghai. ()

9. Buick: the trademark of the automobiles produced in GM. ()

10. Reebok International Ltd: a company in the USA that produces sports goods esp. sports shoes. Its products are exported to many parts of the world. A Reebok is an African antelope which can run very fast and leap very high. The trade name Reebok has an implication that the sports shows will enable people wearing them to run and leap as Reeboks do. ( )

11. the newest line of something: a newest type of goods for sale in a shop.

12. GE monogram: GE is the abbreviation of General Electric Company () in the USA. GE is the world's greatest manufacturer of electric appliances. Its products include light bulbs, generators, jet engines, robots, nuclear reactors and hundreds of other industrial and consumer products. GE monogram is a fine single design made up of the first letters of the company's name.

1. trademark n. 2. identification n. 3. pictorial a. 4. term n. v. 5. distinguish v.

6. register v. 7. format n. 8. slogan n. 9. geometric a.. 10. vehicle n.

New Words

11. package n. 12. corporate a. 13. forge v. 14. compatible a. 15. intrigue v.

16. provocative a. 17. project v. 18. visual a. 19. cart n. 20. aisle n.

21. confused a. 22. automobile n. 23. possessive a. 24. generic a.

25. gender n. 26. consistent a. 27. monogram n. 28. thrive v.

1. distinguish. . . from 2. extract. . . from 3. after all 4. become familiar to

Unit Eight cart n. forge v. register v. automobile n. consistent a. gender n.What words can you associate with the pictures?

trademark n.distinguish v.thrive v.

corporate a. monogram n. possessive a.

aisle n. slogan n. project v. package n.

format n. vehicle n. identification n. intrigue v. provocative a. geometric n.

pictorial a. generic a. compatible a. visual a. confused a. term n.

1. trademark n. 2. identification n. 3. pictorial a. 4. term n. v. 5. distinguish v.

6. register v. 7. format n. 8. slogan n. 9. geometric a.. 10. vehicle n.

New Words

11. package n. 12. corporate a. 13. forge v. 14. compatible a. 15. intrigue v.

16. provocative a. 17. project v. 18. visual a. 19. cart n. 20. aisle n.

21. confused a. 22. automobile n. 23. possessive a. 24. generic a.

25. gender n. 26. consistent a. 27. monogram n. 28. thrive v.

1. distinguish. . . from 2. extract. . . from 3. after all 4. become familiar to

1. trademark n. e.g. trademark design trademark registration well-known trademark The striped T-shirt became the comedians trademark.

2. by which people can speak of the product: with the help of trademark (name) people can talk about the product. e.g. He has made a mistake for which I feel sorry. He has made a mistake which I feel sorry for.

3. thrive vi. ; e.g. Businesses can thrive in free-market economy.

Examples

4. vehicle n. , ... e.g. a heavy goods vehicle Language is the vehicle of thought.

5. forge 1)vt. ; e.g. forge an anchora farming tool 2)vt. ; e.g. Someone stole my credit card and forged my signature. 3) vt. (); e.g. She forged a new career in the music business. forgery n. ; e.g. The painting was actually a very clever forgery.

6. term 1) n. , (AmE) semester e.g. medicallegalscientificcomputer term Its nearly the end of term. the springsummerautumnfall term 2) v. ......; e.g. At his age, he can hardly be termed a young man.

7. format n. ; e.g. Id like to change the format of the meeting.

8. compatible a. ; ; e.g. The project is not compatible with the companys long-term aims.

9. intrigue 1) vt. ... e.g. I was intrigued by his request. 2) vi. ; () e.g. While King Richard Was abroad, the barons had been intriguing against him. 3) n. ; ; e.g. Its an exciting story of political intrigue and murder. intriguing a. ; e.g. all intriguing discovery

10. after all e.g. He wrote to say that he couldnt give me a job after all. I dont know why you are so concerned; it isnt your problem after all.

11. become familiar to (sb. ) () e.g. The trademark gradually becomes familiar to the customers. be familiar with ; e.g. Are you familiar with this type of machine? familiarize oneself with sth. e.g. Employees must familiarize themselves with the health and safety manual.

12. consistent a. ; ; e.g. He is one of the most consistent players on the tennis circuit.

be consistent with ; e.g. This evidence is not consistent with what you said earlier.

13. slogan n. ; e.g. shoutchant slogans The slogans of love have been spread all over our motherland.

I. Read the text carefully again and discuss the following questions.II. Choose the best answer for the following questions.III. Give the English words or phrases according to the meanings provided.IV. Put the following expressions from the text in the blanks to complete the sentences. Make changes where necessary.V. Rewrite the following sentences and replace the underlined words with appropriate words or phrases from the text.VI. Word study: For each of the following clues, use the given prompts to produce sentences in the same way as shown in the model.Exercises

1. What is a trademark? The key comes from Paragraph 1: The trademark is the name by which people can speak of the product.

2. What is a logotype? The key comes from Paragraph 1: A logotype is the combination of some pictorial or design element in a trademark.

3. What can be included in a trademark format? The key comes from Paragraph 2: Trademark formats can include letters, numbers, slogans, geometric shapes, pictures, labels, color combinations, product and container shapes, vehicles, clothing, and even sound.

4. When can a trademark be termed a service mark? The key comes from Paragraph 3: Trademarks can also be termed service marks when used to identify a service.

5. Why is the logo design an extremely important element in the successful marketing of a product? The key comes from Paragraph 4: Because it is difficult to sell a product until a reasonable level of name recognition is achieved among the consumers.

6. What does a strong logo on the package and in product advertising create? The key comes from Paragraph 4: A strong logo on the package and in product advertising creates an environment of recognition.

7. What can be called the most successful packages? The key comes from Paragraph 5: The most successful packages are those that combine an intriguing design scheme with a provocative logotype.

8. What is the difference between a trademark and a trade name? The key comes from Paragraph 6: The trademark is the name by which people can speak of the product and the trade name is corporate and business name.

9. How does General Electric develop trademarks for its brands? The key comes from Paragraph 9: General Electric has a simple procedure for developing trademarks for its brands: Pick a name, Create a memorable trademark. Make a promise. Effectively communicate the promise. Be consistent. Dont get bored.

1. _______ is not discussed in the text. a. The importance of an easily recognizable trademark in successful marketing b. The definition of the word "trademark" c. The difference between a trademark and a trade name d. The problem of how to protect a trademark

2. The main function of a trademark is to _______ . a. identify a specific product or service b. advertise a new product or service c. persuade the customers to buy a product or service d. show the quality of a product or service

3. ______ is a trade name, not a trademark. a. Buick b. Chevrolet c. General Motors d. Cadillac

4. According to the text, a successful product name should ______ . a. be distinctive and strange to customers b. sound like the name of a movie star or a famous athlete c. be outstanding and easy to distinguish d. be easily familiar and memorable to customers

5. The consumer's first image will be _____ while shopping in a supermarket. a. the recognizable brand names b. the colorful package designs c. the attractive display of the goods d. the striking "promotion" label attached to the goodsKey: d. a. c. d. a.

1. identification means of recognizing what an object is2. distinguish to recognize differences3. term a word or expression that has a particular meaning, especially in relation to a particular subject

4. register to enter in an official list or record5. vehicle any means of transport, esp. on wheels, used to carry goods or passengers on a road6. pictorial related to paintings, drawings or photographs7. corporate related to a business corporation

8. compatible able to exist in agreement with another9. thrive to grow, develop or be successful10. provocative causing interest11. visual connected with seeing

12. aisle a long passage between rows of shelves in a store13. consistent continuing to develop in the same way14. intrigue to arouse the interest or curiosity of15. forge to create ... esp. an alliance through much hard work; to make a product with difficulty

after all forge distinguish ... from registerextract consistent intrigue compatibleproject thrive become familiar to corporate1. One's business ________ on hard work, close observation and careful study of the market.

2. Please look at the enclosed magazine to see the usual _________ for articles.

A legal person is also called a ____________ body. It usually refers to a business firm.

thrivesformatcorporate

4. The author of the book tried his best _________ how people lived in that primitive social system.

5. The people and the customs there ______________ me very soon.

6. I dont know why youre so concerned________it isnt your problem.

to projectbecame familiar toafter all

7. One of the cars he owned ____________ in my name.

8. So far the market data contained in these records_____ not _______________ before the records are disposed of.

9. The great efforts made by the leaders of the member countries of the UN _______an enduring peace in the world.

was registeredhavebeen extractedforged

10. His red hair ____________ him _____ his brothers.

11. What you say is not __________ with what you do.

12. One question ____ particularly ________ those working on this study.

distinguishedfromconsistenthasintrigued

1. I immediately recognized what the products were. identified the products

2. Hob always mixed up quite and quiet. confused

3. His red hair is a quality that makes him different from his brothers. distinguished him

4. The business firm has been operating the same policy for many years. has the consistent policy

5. Despite a life devoted to novel writingthe novelist never won any public admiration for his achievements before his death. won any recognition

6. A business institution should represent itself in a convincing way through every means if it wants to develop its business more successfully. project a convincing image

1. a. The twins were so much alike that it was impossible to distinguish one from the other. v. b. The distinction between rote memorization and understanding is unclear and leads to confused teaching and learning. n. c. Even a expert would find it hard to distinguish between the original painting and the copy. v. d. Excellent schools and classrooms are clearly distinguishable by the spirit of community that pervades all they do. a.

2. a. The newspaper extracted several passages from the professors speech and printed them on the front page. v. b. Iron is extracted from iron ore by heating the ore with coke and limestone. v. c. His thesis is rejected because it is composed of only extractions from books by other authors. n.

3. a. You must be confusing me with someone else who also wears a pair of glasses. v. b. Her answers to his questions have only added to his confusion. n. c. I found the book really confusing because I kept forgetting who the characters were. a.

4. a. We must register for work at the employment agency as soon as we graduate. v. b. The new students were told that they must register with the University before they could claim their grants. v. c. To find out about her family history, she looked through the register of births, marriages, and deaths. n.

5. a. Events in early childhood help to form our personalities in later life. v. b. The bicycle is an environment friendly form of transport. n. c. He was already assured of the job and his interview was a mere formality. n. d. There is only a formal resemblance between the two brothers. a. e. Since its formation, the company has made a remarkable profit of 195 million dollars. n.

B. Function and Structure: Expressing Intention Key:1. Whats your plan I want to Are you thinking of Im not planning to I have no intention of Ill be seeing

2. What are you going What do you plan to do Im not planning to

Extended Activities

3. Please tell me what you have in your mind. well do all we can to its not my intention to What do you intend

4. Do you mean to Im not thinking of I dont want to Im not going to Its not my intention Ill make an effort

C. Practical Reading: Case Study Key to I: 1. d 2. c 3. d 4. b 5. a 6. c

Key to II:1. Pricing Reduce the price by, say, 20 % to 30 % to make it more competitive. 2. Advertising Devise a new advertising campaign. (A new message, kind of campaign, and any special promotions need to be considered. )3. A new product Bring out an instant coffee or decaffeinated () product under the Caferoma brand.

D. Additional Vocabulary Key:TelevisionSony Panasonic Sharp Toshiba LG Samsung Philips Hitachi Sanyo TCL Changhong Konka SVA Skyworth Hisense Prima Haier

VCDDVD PlayerSony Panasonic Pioneer Philips LG HitachiNINTAUS Bu Bu Gao Malata Amoi Shinco SAST

CameraCanon Nikon Olympus Fuji Samsung Casio Sony KodakSeagull Lenovo Phoenix AigoWashing MachineElectrolux National Whirlpool Siemens Samsung LG Sanyo PanasonicHaier Little Swan RoyalstarRefrigeratorElectrolux General Electric National Sharp LG Samsung SiemensHaier Rongsheng Aucma Hisense Kelon Royalstar Frestech

Soft DrinkCoca. Cola Pepsi NestleZheng Guang HeNongfu Spring Huiyuan Uni-President MasterKongComputerCompaq IBM Samsung Hewlett Packard Dell NEC Toshiba Viewsonic AppleTCL Lenovo BenQ Acer Asus Amoi HaierMobile PhoneSony Ericsson Motorola Nokia Samsung LG Philips NEC AIcatelTCL Haier Panda Hisens Bird Lenovo

WatchOmega Rolex Casio Longines Tissot Citizen Rado Swatch Tian Wang FIYTA Rossini Seagull ShanghaiQuality PenParker Cross MontblancHero Wingsung

Unit Nine Successful Businessman

Warm--upTextTranslationNotesNew WordsExamplesExercisesExtended Activities--------

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1. Nester, a factory foremans son and former accountant, stepped in smoothly to run Coca-Cola as CEO following the death of champion wealth creator Roberto Goizueta. Early in his job as Cokes chief, Goizueta had recognized Ivesters drive, commenting that he was the hardest-working man he had ever met. Together the two changed the companys operations and capital structure to maximize shareholder value.

2. Both of Ivester's parents were factory workers from a tiny mill town in Georgia. His parents were children of the Depression, he recalls, "strong savers, very strong

Reading I --- Text Focus on Douglas Ivester, CEO of Coca-Cola

religiousvalues," and had very high expectations for their only son. If he got an A, his father would say, "They give A pluses, don't they?"

3. Doug Ivester is the guy who for nearly two years worked constantly to provide essential support to Roberto Goizueta as he not only turned Coca-Cola aroundbut made it intoa powerhouse. If you want to know just how driven Ivester is, know that more than a decadeago he set himself the goal of becoming the CEO and chairman of Coca-Cola. Then he put on paperthe dates by which he intended to do that.

4. By comparison with Goizueta, Ivester is an accountant by training, an introvertby nature. He worked systematically to obtain the breadth needed to be a modern chief executive -- getting media coaching and spending three years' worth of Saturdays, six hours at a time, being tutored in marketing. He is a straight arrow, constantly encouraging his executives to "do the right thing", yet he is fascinated with Las Vegas, which he visits once a year, gambling and people-watching a lot.

5. He is big on discipline, which to him means, be where you're supposed to be. Dress the part (he is opposed to casual Fridays). Return phone calls promptly (employees know never to get too far away from their office voice-mail, even on weekends). Still, when directing his troops, he asks them to set "aspirations" (difficult targets).

6. Hierarchy is out -- it slows everything down ; he communicates freely with people at all levels. The conventional desk job is also out. Ivester prefers that employees think of themselves as knowledge workers -- their office is the information they carry around with them, supported by technology that allows them to work anywhere. This really matters when

your business is as large as Coke's, which gets 80% of its profit from overseas.

7. At Cokebusiness planning is 130 longer an annual ritual but a continual discussion sometimes via voice-mail among top executives. Technology is not just nice; its crucial . Huge volumes of information dont frighten Ivester, he insists that they are necessary for real-time decision-making. With post-generation executives, their style was more dont bring me your problemsbring me your solutions says Tim

Haas, Senior Vice President and Head of Latin America. Doug thrives on finding the solutions. In a world this complicated and fast-moving a CEO cant afford to sit in the executive suite and guess. Ivester says. He believes that many of Americas executives are getting terribly isolated .

:

1 IvesterRoberto Goizueta GoizuetaIvester

2 IvesterAA+

3 Douglas IvesterRoberto Goizueta Roberto GoizuetaIvester

4 Roberto GoizuetaIvester----

5

6 --- Ivester--- 80%

7 ------Ivester Tim HaasDouglas Ivester

3 55% 52 1997

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I. Brainstorming: Work with your partner and write out words or expressions of qualities required for successful business-men or businesswomen. ambitious, open-minded, enthusiastic, initiative, diligent, energetic, creative, assiduous, courageous, independent, hard-working, industrious, talented, confident, farsighted,

Warm--up

imaginative, self-disciplined, resolute, originative, sociable, active, capable, experienced, full of vigordrive, versatile, / unyielding, resourceful, vigorous, indomitable, persistent.

II. Pairwork. Discuss the following questions with your partner.

1.Do you happen to know any successful businessman or businesswoman? Comment on his or her major achievements.

2. How do you like the life of a successful businessman or businesswoman?--- Do you dream of becoming a successful businessman or business-woman?

--- Do you want to marry a successful businessman or businesswoman?

--- Do you want to work for a successful businessman or businesswoman?

3. What contributes most to the success of a businessman or businesswoman?

--- Does a successful businessman or businesswoman usually receive better education than average people?

--- Does a successful businessman or businesswoman enjoy competing with others?

--- Does being successful have more to do with good luck and knowing the right people than with skill and hard work?

4. How do you see your chance of being successful in business?

--- What kinds of people are more likely to rise to the top in the business world?

--- In what fields are young businessmen and businesswomen more likely to make a fortune?

CEO: Chief Executive Officerthe most powerful person with the most important responsibilities in a large company. ()

2. champion wealth creator: someone who has greatly increased a companys profits.

3. children of the Depression: people born in the years of the Great Depression in the 1930s.

Notes

4. strong saversvery strong religious values: (they) tended to be very frugal and save every penny they could spare and they held high moral principles which reflected their religious belief.

5. made it into a powerhouse: (he) turned the company into a very successfuI and profitable one.

6. . . . how driven Ivester is: how determined to succeed Ivester is.

7. . . . obtain the breadth needed : get the necessary range of knowledge or ability.

8. getting media coaching: learning through such media as televisionradionewspapers that provide information for the public.

9. three years worth of Saturdays: . . . ( he spent ) so many Saturdays (studying) that they added up to a period of 3 years.