Unit Three
Famous Brand Names
What are you going to do if you are required by your boss to..,
sell a house
sell a house
to a snail
What are you going to do if you are required by your boss to..,
sell a refrigerator
f
to an Inuit
What are you going to do if you are required by your boss to..,
sell a swimming
suit..,
to a fish
Try to define the concept,salesperson”,
Write down as many words and expressions as possible,
For example,
A person who tries to persuade others to buy his products,
What makes a successful salesperson?
e.g,talkative
Listen to the six secrets of a successful salesperson,
Let me now share my six business success,secrets” with you,
______ There must be a willingness to take risks,You should not risk more than
you can afford to lose,but you can’t afford not to take certain business
risks,
______ Keeping a tight control on expenses — while at the same time avoiding
being,penny wise and pound foolish,” is a wise business practice,
______ The businessperson should always look for ways to improve their goods
and services,as well as ways to increase efficiency and expand their
marketing reach,
______ Marketing is everything,Marketing is the key to letting the world know
about your products and services,There have been many products that
had great sales potential,but have failed owing to poor marketing,
______ Provide more and better products and services,to larger numbers of
people,at less cost,
______ An entrepreneur must deliver good quality products and services and
support them with a responsible attitude towards shortcomings and
faulty products,Related to that is good customer service,
I’ve just revealed a handful of universal principles of business success,If you
apply them,they can contribute towards your own business success,
3
4
6
2
1
5
Successful salespersons and brands
How many successful salespersons can come into
your mind? Who are they?
e.g,Li Jiacheng; Bill Gates
Take a piece of paper,and write down all the
brands you have used and heard of,how much
do you know about their way to success?
e.g,Microsoft; Founder
How many P&G products you have used so far?
soap; fancy/toilet soap; shampoo; creamy
cleansing lotion; soap powder
Bathtub Battleships from Ivorydale
Go through the text in one minute,and find the exact meaning of the
following number in the history of Proctor & Gambles,
1837
$3569.47
Before the
Civil War
1897
1933
30 billion
dollars
The P&G was founded in Cincinnati,Ohio,by a pair of
immigrants named William Proctor and James Gamble,
The first sum of money pledged to the enterprise by each of
the founder,
The P&G sales reached one million dollars
Ivory soap was first introduced to the market as an inexpensive
white soap intended to rival the quality of imported soaps,
P&G’s Oxydol soap powder sponsored a radio serial,and so
come the name of soap operal
The products of P&G exceed thirty billion dollars
Further reading
Go through the text in detail,and answer the following questions,
1,Why does the author say that,with a bar of Ivory Soap in your
hand,you are holding a chunk of American history”?
The introduction of Ivory Soap dates back to the year of 1879,It
must have witnessed a lot of great events of American history,
2,What does the title,Bathtub Battleships from Ivorydale” imply?
Little boys enjoy converting Ivory Soap into bathtub battleships
because of its floating feature,and Ivorydale is the birthplace of
the famous brand of Ivory Soap,
Further reading
Go through the text in detail,and answer the following questions,
3,Do you believe that Ivory Soap is really,as widely recognized as
the Washington Monument and far more well respected than
Congress”?
It may not be actually true,It is likely that the author just wants to
show to the readers how popular Ivory Soap is to Americans,
4,How do you understand the author’s description of Ivory Soap as
a,phenomenon”?
The popularity of Ivory Soap with generations of Americans is
rather unusual and beyond imagination,thus it is called a
phenomenon,
Finish the exercise 3 on page 58,
Structures
Go through the text and underline 5 sentences you think worthy of
remembering,And try to remember them,
1,American mothers have long believed that when it comes to
washing out the mouths of naughty children,nothing beats Ivory
Soap,(Para 1)
2,This is because its reputation for being safe,mild,and pure is as
solid and spotless as the marble of the Lincoln Memorial,(Para1)
3,Ivory soap is an American institution,about as widely recognized
as the Washington Monument and far more well respected than
Congress,
4,So successful was this new product and the marketing effort that
placed it in the hands of nearly every American that he company
soon built an enormous new factory in a place called Ivorydale,
(Par4)
5,With a bar of Ivory Soap in your hand,you are holding a chunk
of American history,(Para 6)
Words &
Expressions
Successful Haier
Haier
Read through the information about Haier on page 62,and combine all
these information into a passage,a biography of Haier,And then
introduce haier to your partner orally,
? Haier was first founded with imported refrigerator technology from Germany
in 1984,
? Haer won the State prize for quality management in 1990,
? Haier was awarded the ISO 9001 certificate for product quality in 1994,
? Haier received the ISO 14001 environment certificate in 1996,
? Haier won the Customer Satisfaction Cup in 1997,
? Haier received TUV and VDE certificates from Germany,
? Haier received a CSA certificate form Canada for safety and energy efficiency,
Haier Seeks Cool U.S,Image
Read through the first section of the text B,and fill in the following table
with proper information,
Usual image of
“Made-in-China”
Haier’s ambition
Haier’s strategy
Remark of Wal-
Mart
Status of Haier in
market
cheap toys
change the usual image of,made-in-China” in U.S,
competing on image rather than price with its rivals in U.S,
and targeting students,
They’re an exceptional value,
They are popular and beating our expectations on sales,
The world’s second biggest maker of refrigerators,
Haier Seeks Cool U.S,Image
Read through the second section of the text B,and fill in the following
table with proper information,
Focus
GE,Whirlpool Corp,Maytag Corp,Haier
Haier’s future in U.S,market
mainstream areas such as large
refrigerators and freezers
refrigerators 4 cubic feet and
smaller– the minibars
to make large Haier brand refrigerators,the sales in U.S,may grow to $1
billion by 2004; to build up their learning curve in the U.S.,and then pick
up nich market,
Haier Seeks Cool U.S,Image
Read through the Third section of the text B,and fill in the following table
with proper information,
Finish the exercise 10 after reading the whole passage,
Reasons to buy
the building in
Broadway
Haier’s strategies
and plans
offering the customers the products the
competition doesn’t have
It plans to launch stainless steel Internet-linked
appliances
it has taken out ad space on a case-by-case basis on
trolley cars
It is manufacturing for some of its rivals,
Words and
Expressions
Famous Brand Names
What are you going to do if you are required by your boss to..,
sell a house
sell a house
to a snail
What are you going to do if you are required by your boss to..,
sell a refrigerator
f
to an Inuit
What are you going to do if you are required by your boss to..,
sell a swimming
suit..,
to a fish
Try to define the concept,salesperson”,
Write down as many words and expressions as possible,
For example,
A person who tries to persuade others to buy his products,
What makes a successful salesperson?
e.g,talkative
Listen to the six secrets of a successful salesperson,
Let me now share my six business success,secrets” with you,
______ There must be a willingness to take risks,You should not risk more than
you can afford to lose,but you can’t afford not to take certain business
risks,
______ Keeping a tight control on expenses — while at the same time avoiding
being,penny wise and pound foolish,” is a wise business practice,
______ The businessperson should always look for ways to improve their goods
and services,as well as ways to increase efficiency and expand their
marketing reach,
______ Marketing is everything,Marketing is the key to letting the world know
about your products and services,There have been many products that
had great sales potential,but have failed owing to poor marketing,
______ Provide more and better products and services,to larger numbers of
people,at less cost,
______ An entrepreneur must deliver good quality products and services and
support them with a responsible attitude towards shortcomings and
faulty products,Related to that is good customer service,
I’ve just revealed a handful of universal principles of business success,If you
apply them,they can contribute towards your own business success,
3
4
6
2
1
5
Successful salespersons and brands
How many successful salespersons can come into
your mind? Who are they?
e.g,Li Jiacheng; Bill Gates
Take a piece of paper,and write down all the
brands you have used and heard of,how much
do you know about their way to success?
e.g,Microsoft; Founder
How many P&G products you have used so far?
soap; fancy/toilet soap; shampoo; creamy
cleansing lotion; soap powder
Bathtub Battleships from Ivorydale
Go through the text in one minute,and find the exact meaning of the
following number in the history of Proctor & Gambles,
1837
$3569.47
Before the
Civil War
1897
1933
30 billion
dollars
The P&G was founded in Cincinnati,Ohio,by a pair of
immigrants named William Proctor and James Gamble,
The first sum of money pledged to the enterprise by each of
the founder,
The P&G sales reached one million dollars
Ivory soap was first introduced to the market as an inexpensive
white soap intended to rival the quality of imported soaps,
P&G’s Oxydol soap powder sponsored a radio serial,and so
come the name of soap operal
The products of P&G exceed thirty billion dollars
Further reading
Go through the text in detail,and answer the following questions,
1,Why does the author say that,with a bar of Ivory Soap in your
hand,you are holding a chunk of American history”?
The introduction of Ivory Soap dates back to the year of 1879,It
must have witnessed a lot of great events of American history,
2,What does the title,Bathtub Battleships from Ivorydale” imply?
Little boys enjoy converting Ivory Soap into bathtub battleships
because of its floating feature,and Ivorydale is the birthplace of
the famous brand of Ivory Soap,
Further reading
Go through the text in detail,and answer the following questions,
3,Do you believe that Ivory Soap is really,as widely recognized as
the Washington Monument and far more well respected than
Congress”?
It may not be actually true,It is likely that the author just wants to
show to the readers how popular Ivory Soap is to Americans,
4,How do you understand the author’s description of Ivory Soap as
a,phenomenon”?
The popularity of Ivory Soap with generations of Americans is
rather unusual and beyond imagination,thus it is called a
phenomenon,
Finish the exercise 3 on page 58,
Structures
Go through the text and underline 5 sentences you think worthy of
remembering,And try to remember them,
1,American mothers have long believed that when it comes to
washing out the mouths of naughty children,nothing beats Ivory
Soap,(Para 1)
2,This is because its reputation for being safe,mild,and pure is as
solid and spotless as the marble of the Lincoln Memorial,(Para1)
3,Ivory soap is an American institution,about as widely recognized
as the Washington Monument and far more well respected than
Congress,
4,So successful was this new product and the marketing effort that
placed it in the hands of nearly every American that he company
soon built an enormous new factory in a place called Ivorydale,
(Par4)
5,With a bar of Ivory Soap in your hand,you are holding a chunk
of American history,(Para 6)
Words &
Expressions
Successful Haier
Haier
Read through the information about Haier on page 62,and combine all
these information into a passage,a biography of Haier,And then
introduce haier to your partner orally,
? Haier was first founded with imported refrigerator technology from Germany
in 1984,
? Haer won the State prize for quality management in 1990,
? Haier was awarded the ISO 9001 certificate for product quality in 1994,
? Haier received the ISO 14001 environment certificate in 1996,
? Haier won the Customer Satisfaction Cup in 1997,
? Haier received TUV and VDE certificates from Germany,
? Haier received a CSA certificate form Canada for safety and energy efficiency,
Haier Seeks Cool U.S,Image
Read through the first section of the text B,and fill in the following table
with proper information,
Usual image of
“Made-in-China”
Haier’s ambition
Haier’s strategy
Remark of Wal-
Mart
Status of Haier in
market
cheap toys
change the usual image of,made-in-China” in U.S,
competing on image rather than price with its rivals in U.S,
and targeting students,
They’re an exceptional value,
They are popular and beating our expectations on sales,
The world’s second biggest maker of refrigerators,
Haier Seeks Cool U.S,Image
Read through the second section of the text B,and fill in the following
table with proper information,
Focus
GE,Whirlpool Corp,Maytag Corp,Haier
Haier’s future in U.S,market
mainstream areas such as large
refrigerators and freezers
refrigerators 4 cubic feet and
smaller– the minibars
to make large Haier brand refrigerators,the sales in U.S,may grow to $1
billion by 2004; to build up their learning curve in the U.S.,and then pick
up nich market,
Haier Seeks Cool U.S,Image
Read through the Third section of the text B,and fill in the following table
with proper information,
Finish the exercise 10 after reading the whole passage,
Reasons to buy
the building in
Broadway
Haier’s strategies
and plans
offering the customers the products the
competition doesn’t have
It plans to launch stainless steel Internet-linked
appliances
it has taken out ad space on a case-by-case basis on
trolley cars
It is manufacturing for some of its rivals,
Words and
Expressions
