2015年新编剑桥商务英语unit9.pptVIP

Module 9 9.1 Branding Reading: What’s that smell? Speaking: Discussing branding Grammar: Relative clauses Reading: Chinese luxury obsession 4 1 2 3 Reading: What’s that smell? 1. What is your favorite brand of …? ? coffee? ? soap? ? clothes? Tell your partner and explain why you choose that particular brand. Is your choice product or service because of its smell? 2. Read the following article and write in the correct letter, A-G, for the missing phrases. What’s that smell? David Van Epps opens his briefcase and touches several of the 72 bottles inside. ‘Here’s one you’ll like,’ he says, taking the top off one. He dips a paper strip inside and waves it under his nose, breathing in deeply. It smell of sugar and butter like the ‘sugar cookies’ (1)________. It also makes him think of money: sugar cookies is only one of 1,480 fragrances sold by Van Epps’ company ScentAir Technologies and used to improve brand identity. Fragrance is as much a marketing tool these days as a logo, a slogan or a jingle. Sony puts its customers ‘in the mood’ for buying in its stores with the smell of vanilla and mandarin. At some Doubletree Hotels guests (2)_____. And Proctor and Gamble has experimented with ScentAir scents to attract shoppers to displays in stores, says Van Epps. ‘What’s better than having a brand people want to use because of fragrance?’ A. where the odour of waffle-cones were released into the air to encourage visitors to an out-of-the-way ice cream shop B. that his grandmother used to make C. which typically includes more than six smells D. whose recently-introduced cell phone keypad was lavender-scented E. when it began twelve years ago F. why so many companies are now associating brands with a scent G. who walk around reception will get a whiff of a chocolate chip cookie ScentAir first started putting that attitude into bottles (3)___________. ScentAir will change as much as 25,000 to create a custom blend, (4)______. This year turnover has quadrupled as m