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1、Unit ThreeFamous Brand NamesWhat are you going to do if you are required by your boss to.sell a housesell a houseto a snailWhat are you going to do if you are required by your boss to.sell a refrigeratorfto an InuitWhat are you going to do if you are required by your boss to.sell a swimming suit.to
2、a fishTry 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. talkativeListen to the six secrets of a successful salesperson:Let me now share my six bu
3、siness 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 cant 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
4、 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
5、 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 toward
6、s shortcomings and faulty products. Related to that is good customer service.Ive just revealed a handful of universal principles of business success. If you apply them, they can contribute towards your own business success.346215Successful salespersons and brandsHow many successful salespersons can
7、come into your mind? Who are they?e.g. Li Jiacheng; Bill GatesTake 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; FounderHow many P&G products you have used so far?soap; fancy/toilet soap; shampoo; creamy cl
8、eansing lotion; soap powder Bathtub Battleships from IvorydaleGo through the text in one minute, and find the exact meaning of the following number in the history of Proctor & Gambles.1837$3569.47Before the Civil War1897193330 billion dollarsThe P&G was founded in Cincinnati, Ohio, by a pair of immi
9、grants 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 dollarsIvory soap was first introduced to the market as an inexpensive white soap intended to rival the quality of imported soaps.P&Gs Oxydol soap p
10、owder sponsored a radio serial. and so come the name of soap operalThe products of P&G exceed thirty billion dollarsFurther readingGo 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 Amer
11、ican 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 f
12、eature, and Ivorydale is the birthplace of the famous brand of Ivory Soap.Further readingGo 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 no
13、t 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 authors description of Ivory Soap as a “phenomenon”?The popularity of Ivory Soap with generations of Americans is rather unusual and beyond imaginat
14、ion, thus it is called a phenomenon.Finish the exercise 3 on page 58. StructuresGo 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 bea
15、ts 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.
16、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
17、& ExpressionsSuccessful HaierHaierRead 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.vHaier was first founded with imported refrigerator technology from Germany in 1984.vHaer won
18、 the State prize for quality management in 1990.vHaier was awarded the ISO 9001 certificate for product quality in 1994.vHaier received the ISO 14001 environment certificate in 1996.vHaier won the Customer Satisfaction Cup in 1997.vHaier received TUV and VDE certificates from Germany.vHaier received
19、 a CSA certificate form Canada for safety and energy efficiency.Haier Seeks Cool U.S. ImageRead through the first section of the text B, and fill in the following table with proper information.Usual image of “Made-in-China”Haiers ambitionHaiers strategyRemark of Wal-MartStatus of Haier in marketchea
20、p toyschange 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.Theyre an exceptional value.They are popular and beating our expectations on sales.The worlds second biggest maker of refrigerators.Haier Seeks Cool U.S. ImageRe
21、ad through the second section of the text B, and fill in the following table with proper information.FocusGE, Whirlpool Corp. Maytag Corp.HaierHaiers future in U.S. marketmainstream areas such as large refrigerators and freezersrefrigerators 4 cubic feet and smaller the minibarsto make large Haier b
22、rand 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. ImageRead through the Third section of the text B, and fill in the following table with proper information.Finish the exercise 10 aft
23、er reading the whole passage.Reasons to buy the building in BroadwayHaiers strategies and plansoffering the customers the products the competition doesnt haveIt plans to launch stainless steel Internet-linked appliances it has taken out ad space on a case-by-case basis on trolley carsIt is manufacturing for some of its rivals.Words and Expressions
