Use a collocation from exercise 2 to complete the sentences
1) Shell is an example of a (n)____________.
2) Hotels, restaurants and travel agents belong to the __________.
3) Christian Hansen works as a share dealer for ABM Amor's (n) _________.
4) Fred Pierce is going to work abroad for two years at his company’s _________.
5) I'm going to the __________ to buy some clothes for my trip.
6) Many wealthy people invest their money in the__________.
References:
Adapted from Intelligent Business by Christine Johnson,p.41.
Unit 5. Image.
Vocabulary.
advertising - реклама
brand -имя, которое компания придает продукту
image – образ, изображение, общее мнение
logo - логотип
loss leader - товар, продаваемый по сниженной цене для привлечения покупателей
luxury- роскошный
promote -продвигать
publicity -рейтинг
target market -целевой рынок
value - cумма
Creating a buzz
Image is the general opinion most people have of a company or product. Brand image is the opinion people have of a brand. A brand usually has a name, a logo (a symbol) and a design which everyone can easily recognize and which helps to identify it. Marketing experts work hard to create brands and promote the brand image through advertising campaigns. This process of branding is an important part of marketing. Most customers feel happier buying a famous brand than a product they don’t know. The image of the brand has to appeal to the target market.
Dee Delaney
Companies don’t just sell product. They sell a lifestyle. Nearly everything you buy says something about you: your clothes, your car, your mobile, all show what kind of life you have. Customers choose brands that represent their lifestyle, or the lifestyle they want to have.
Through advertising, companies try to promote an image of the king of people their customers want to be. For example, Ray-Ban – the sunglasses producer – ran an advertising campaign with photos or strong, dynamic men. The idea was that men who are leaders and heroes wear Ray-Bans.
Another example is Gap. They have a range of clothing for men called StressFree. You can drop something on your trousers and in cleans off immediately. So you have no worries. You can be relaxed and stylish at the same time. The company advertised the clothing with the song.
Customer 1
I think it’s a good desk. You can use it for a PC or laptop. I’m a student and I need a desk to study. I could put it in my bedroom. The desk is quite small, so it’s ideal for a small room. But it’s got lots of space for books and papers. It’s great, yeah!
Customer 2
I’m an office designer and it’s part of my job to choose desk and chairs for new offices. In my opinion, this desk isn’t designed for use in an office. It’s too small. Most office workers need more space. When you have to sit at a desk all day, you need a bigger desk than this!
Customer 3
I have an office job but I also work at home. I think this desk could be suitable for me. It looks stylish. It’s made of good quality wood. And I like the fact that it’s got wheels – so you can move it easily. I think it’s very practical.
Answer the questions according to the text.
1. What three examples does Dee Delaney give of things that people buy that “say something about who you are?
2. What do companies sell?
3. What kind of man did Ray –Ban show in the photos in their advertising campaign?
4. What kind of people do their customers want to be?
5. Is Gap’s Stress Free clothing for men or for women?
Exercises:
Match the words and phrases 1-6 with the meanings a-f.
1) capital
2) start-up cost
3) a tight budget
4) potential
5) return on investment
6) payback period
a) careful control of costs necessary when you have very little money
b) the profit you make from an activity in relation to how much money you put in
c) money you lend to someone so that they can start a business venture
d) the time needed to get back the cost of an investment
e) the expense of setting up a new business or new project
f) possibility of future success