商务职场英语Unit3

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1、Unit 3 Marketing the productUnit 3 Marketing the productLessonsTeam ProjectReviewAdditional ResourcesEXITEXIT1 1 1 1Unit 3 Unit 3 Marketing the productMarketing the product Lesson 1 Telling the world about your product Lesson 2 Brands Lesson 3 Finding out what appeals to the consumer Lesson 4 You, t

2、oo, can do ithaving a plan Lesson 5 Getting together and understanding it all Lesson 6 If you can make it, they can fake itEXITEXIT2 2 2 2Unit 3 Unit 3 Marketing the productMarketing the productAdditional ResourcesUnit TestReadingResourcesAdditional ActivitiesWritingResourcesGrammarResourcesEXITEXIT

3、3 3 3 3In pairs, discuss the questions.In pairs, discuss the questions.n Lesson 1 Telling the world about your productTelling the world about your producta1. Of the advertisements that you saw on your way here today, which caught your attention most?2. What elements of an advertisement appeal to you

4、image? color? language? design? humor?4 4 4 4Look at the following advertisements and write Look at the following advertisements and write phrases from the ads in the appropriate categories.phrases from the ads in the appropriate categories.b5 5 5 5KeyKey appearance choice durability after-sales ser

5、vice/protection feelings quality faster processor appealing features price/costrange of models1-yr. mfg. warranty, 3-yr. warrantylightweight, 14-in screen10% off, Today only $810, from 20% off, an additional 15% off sales price6 6 6 6In pairs, answer these questions about the advertisements.In pairs

6、, answer these questions about the advertisements.c1. What products/services are these advertisements trying to sell?2. What age group(s) and socioeconomic group(s) are they aimed at?3. How effective do you find the advertisements?7 7 7 7In pairs, discuss other advertisements that you In pairs, disc

7、uss other advertisements that you have seen recently that caught your attention. Use have seen recently that caught your attention. Use expressions from the box to help you if you wish.expressions from the box to help you if you wish.d This ad appeals to me because . . . I find it attractive because

8、 of . . . I like the graphics and . . . It gives me a sense of . . . It makes me think of . . .8 8 8 8Listen to a marketing expert explain about the different Listen to a marketing expert explain about the different types of advertising.types of advertising. Complete the information in the notes.Com

9、plete the information in the notes.efactual information about prices, special offers, etc.usually about household productsoften used for beauty products, cosmetic surgerybeneficial changes products bring to ones lifeclaims that a companys products or services are better than those of the competition

10、,KeyKeyused with many types of product or serviceScriptScript9 9 9 9Complete the text with the verbs in parentheses in theComplete the text with the verbs in parentheses in thepresent passive voice.present passive voice.f Advertising is an essential part of marketing a product and(1)_ (use) to infor

11、m people about products andservices. People (2)_ (persuade) to buy products for different reasons. Sometimes they (3)_ (convince) by the hope that the product will improve their appearance. Other times, they (4)_ (make) to believe that a particular service is somehow better than any other. Often, a

12、product (5)_ (purchase) simply because it (6)_(need) in the home.is usedare persuadedare convincedare madeKeyKeyis purchasedis needed10101010In pairs, write an advertisement for a product or service.In pairs, write an advertisement for a product or service.Decide on your target market and how to mak

13、e your Decide on your target market and how to make your product sound attractive.product sound attractive.gUsing the information in your advertisements, try to Using the information in your advertisements, try to persuade classmates to buy your product or service. persuade classmates to buy your pr

14、oduct or service. Use the language suggestions below.Use the language suggestions below.h11111111Speaker: Companies advertise their products for three main reasons. The first reason is simply to inform the public that a particular product or service exists. This type of advertisement gives factual i

15、nformation about a product, provides price details and information about any special offers. This is called informative advertising and it concentrates on just giving the essential details. Its often used to give information about household products that people buy regularly.The second type is persu

16、asive advertising and its function is to convince people to buy a product or service. The advertisement tries to achieve this by telling people that the product or service will bring beneficial changes to their lives. This often happens with cosmetic products where a person is persuaded that a certa

17、in face cream will rid them of wrinkles and make their skin look fresh 12121212 and young. Services like cosmetic surgery work on the same principle.The third type of advertising is known as competitive advertising because the purpose here is to convince people that a particular companys products or

18、 services are better than any other produced by its competitors. In some countries, companies are allowed to mention their competitors by name in their advertising. In other countries, this is not permitted.13131313n Lesson 2 BrandsBrandsDiscuss these questions in small groups.Discuss these question

19、s in small groups.a1. Who in your group is wearing clothes or shoes of a well-known brand?2. Why are these brands popular?3. What is the difference between a logo, a brand, and a trademark? Think of examples of each.14141414Look at the following words and symbols and answer Look at the following wor

20、ds and symbols and answer the questions in pairs.the questions in pairs.b1. Which of these symbols do you recognize?2. Are these words and symbols logos, brands, or trademarks?3. What adjectives would you use to describe the products associated with these logos, brands, or trademarks?151515151. Bran

21、ding is a recent phenomenon. 2. One of the main functions of branding is to indicate ownership. 3. Branding in the past was similar to an artists signature.4. The function of all branding nowadays is to indicate social status. 5. Brands often have associations other than ownership. 6. Brands nowaday

22、s are often associated with qualities a product is believed to have. 7. All brands today are seen as status symbols. Listen to a talk on the development of branding over the Listen to a talk on the development of branding over the years and checkyears and check the statements that are true.the state

23、ments that are true.cKeyKeyScriptScript16161616Match the two halves of the sentences.Match the two halves of the sentences.d1. Brand names help customers identify . . .2. A brand name ensures that we can . . .3. Brand names that are familiar to us . . .4. The earliest types of brands helped . . .5.

24、Some of the best-known brands . . .a. distinguish one product from others.b. can make us feel comfortable.c. have become status symbols.d. the manufacturer of a product.e. to identify the maker of a product.dabecKeyKey17171717Using a dictionary if necessary, write definitions in your Using a diction

25、ary if necessary, write definitions in your notebook for the words and phrases in the box as they notebook for the words and phrases in the box as they are used in the world of marketing.are used in the world of marketing.ea market force personalized service innovative revolutionary market leader re

26、liable sophisticated18181818Complete each sentence with a word related to the word Complete each sentence with a word related to the word in parentheses.in parentheses.fKeyKey1. A _ in research made the development of MP3 players possible. (revolutionary)2. Some car manufacturers have a reputation f

27、or safety and _. (reliable)3. This car is well-known for its elegance and the _ of its design. (sophisticated)4. _ and research have kept this software company in the lead. (innovative)revolutionreliabilitysophisticationInnovation19191919Combine words from Box A with words from Box B to Combine word

28、s from Box A with words from Box B to make compound adjectives.make compound adjectives.gmouth-watering, customer-friendlyExample:Example:mouth- customer- trouble- energy- well- cost-family- space- user- multi- long-A AB Bknown purpose size cutting freelasting watering friendly savingmouth-watering,

29、 customer-friendly, trouble-free, energy-saving, well-known, family-size, cost-cutting, space-saving, user-friendly, multi-purpose, long-lastingKeyKey20202020Look at the chart of phrases for making comparisons. Look at the chart of phrases for making comparisons. Add two more examples in each column

30、 of the chart.Add two more examples in each column of the chart.h21212121In your notebook, write sentences comparing these pairs In your notebook, write sentences comparing these pairs of items.of items.i1. an economy car / a sports utility vehicle (an SUV)2. home-cooked food / fast food3. French pe

31、rfumes / American perfumesWrite a short description of a brand you are familiar with, Write a short description of a brand you are familiar with, pointing out its positive selling features and comparing pointing out its positive selling features and comparing it with other, similar products.it with

32、other, similar products.j22222222Speaker: Branding, like marketing, is as old as the concepts of ownership and selling. In former times, people branded an item simply to show who the owner was and, of course, this is still one reason behind branding. In the past, a mark was placed on the ear of a sh

33、eep or cow to identify the owner. In the same way, the earliest craftsmen put a simple mark on a product to show ownership. This was often just the craftsmans name, in the same way that a painter still signs a painting. The marketplace was somewhere you went to get your practical needs and the sign

34、or brand indicated the person who could satisfy those needs.23232323In the 21st century, brands are more likely to signal the availability of a product, but their role has changed quite a lot. While still indicating where a product can be found, the scope of the brand is much wider now and is often

35、associated with certain qualities the product may have. In addition, certain brands have become status symbols, particularly among young people. This can be seen in all kinds of goods such as sportswear, shoes, T-shirts, and even in services where a hotel brand does not indicate just a bed for the n

36、ight, but a whole host of associated luxuries.24242424n Lesson 3 Finding out what appeals to the consumerFinding out what appeals to the consumerDiscuss these questions in pairs or small groups.Discuss these questions in pairs or small groups.a1. When shopping, do you take notice of the design and l

37、ayout of a store?2. Do you like salespeople to help you or do you prefer to be left alone?3. Do you think it is a good marketing strategy to give away free gifts?25252525marketing sector, marketing strategy, marketing techniques, electronically compatible, latest offers, latest designs, latest techn

38、iques, sales process, sales strategy, sales techniques, sales sector, business sector, business environment, special offers, special designs, special techniques, high standard, customer-friendly environmentTake words from Box A and combine them with words Take words from Box A and combine them with

39、words from Box B to makefrom Box B to make appropriate collocations. With appropriate collocations. With some words, more than one combination is possible.some words, more than one combination is possible.bKeyKey A marketing electronically latest sales business special high customer-friendly B offer

40、s process compatible designs strategy techniques sector environment standard26262626Read the descriptions of these companies and label each Read the descriptions of these companies and label each one with theone with the marketing marketing strategy that they have strategy that they have adopted to

41、keep their adopted to keep their share of the market.share of the market.c27272727KeyKeya. satisfying all the customers needs in one storeb. speed of design and marketingc. providing what the customer wantsd. compatibility of design and performance in all its productscadb28282828Discuss these questi

42、ons inDiscuss these questions in pairs or small groups.pairs or small groups.d1. Have you ever answered questions for a market research survey in the street?2. What sorts of products or services are researched using this method?3. What sort of questions are people asked?29292929Listen to a talk abou

43、t market research data collection Listen to a talk about market research data collection techniques and check techniques and check the correct column for each the correct column for each technique.technique.eKeyKeyScriptScript Data collection technique Data collection technique Primary PrimarySecond

44、arySecondary30303030You have been asked to conduct some market research about organic You have been asked to conduct some market research about organic coffee. You must choose a data collection method from coffee. You must choose a data collection method from direct mailingdirect mailing, , telemark

45、etingtelemarketing, or , or personal interviewspersonal interviews. Make notes about the advantages . Make notes about the advantages and disadvantages of each method. Take and disadvantages of each method. Take into account the factors listed in the box.into account the factors listed in the box.fa

46、nalysis time how good the response rate is cost of postagehow much time it takes up telephone charges preparation timehow wide an area can be covered interviewers feesWork in small groups. Compare and discuss your ideas and Work in small groups. Compare and discuss your ideas and try to arrive at a

47、consensus about one preferred data collection try to arrive at a consensus about one preferred data collection technique.technique.g31313131Write some questions for a market research questionnaire Write some questions for a market research questionnaire to find out about consumers opinions, attitude

48、s, etc., aboutto find out about consumers opinions, attitudes, etc., aboutorganic coffee or about another product of your choice.organic coffee or about another product of your choice.hCompare and discuss your questions with those of a Compare and discuss your questions with those of a classmate.cla

49、ssmate.i32323232Speaker: Good morning, everyone. Well, I think we are all clear by now about the importance of knowing as much as possible about potential customers and possible competition from other companies when we set out to market a new product. Today, I want to look at the different ways we c

50、ollect data. We want to find out all we can about consumers income, likes, dislikes, and where they live. We also need to investigate our competitors prices and methods of advertising.There are two ways of getting this information. The first is through primary research and this involves getting out

51、there and talking to people. We prepare a questionnaire that considers the likes, dislikes, and income levels of consumers, and we try to find out what newspapers and magazines they read. This information can also be gathered via a phone interview. We can also make note 33333333 of what shoppers buy

52、 when they go out as well as using television panels where consumers and retailers give feedback.The other type of research requires less physical effort and is often referred to as secondary research. Sales reports and trade figures are analyzed for existing information. Magazines, newspapers, and

53、government publications as well as Internet searches provide useful data. So lets consider some of these in more detail . . .34343434n Lesson 4 You, too, can do ithaving a planYou, too, can do ithaving a planaLook at the expressions in the box and, in pairs, discuss Look at the expressions in the bo

54、x and, in pairs, discuss what you think they mean. Use a dictionary if necessary.what you think they mean. Use a dictionary if necessary. ambush marketing guerrilla marketing viral marketing blitz marketing35353535Read the text and complete each section with the correct Read the text and complete ea

55、ch section with the correct heading from the box in Exercise a.heading from the box in Exercise a.bJust having a good product is not enough. You also need to market it well. Here are a few of the marketing strategies that companies have used in recent years.1. _: an entrepreneur starts small, produc

56、es a product or service that can outdo those of much larger companies, and spends nothing on advertising or promotion.2. _: a company attacks the targeted segment of the market with huge resources, advertising, and special offers.3. _: companies turn users of the Internet into unwitting (and unpaid)

57、 advertisers of their products.4. _: a company takes advantage of the presence of the media at an event in order to effectively advertise for free.KeyKeyguerilla marketingblitz marketingviral marketingambush marketing36363636cNow listen to someone describing four companies. Match Now listen to someo

58、ne describing four companies. Match each example mentioned in the listening with a particular each example mentioned in the listening with a particular type of marketing strategy.type of marketing strategy.Company #1: _Company #2: _Company #3: _Company #4: _ScriptScriptKeyKeyguerilla marketingblitz

59、marketingambush marketingviral marketing37373737dListen again. Find words in the listening that mean the Listen again. Find words in the listening that mean the same as these words and phrases.same as these words and phrases.makes something easierintroduction of a new product persuading expectationc

60、ompletely coveredunwillingapprovallaunchendorsementfacilitatesconvincinganticipationplasteredinvoluntaryScriptScriptKeyKey38383838eComplete the following sentences using either the present Complete the following sentences using either the present perfect or the past simple of the verb in parentheses

61、.perfect or the past simple of the verb in parentheses.1. He _ (design) some new graphics software over the last few months.2. Steve _ (start) the company three years ago and it _ (grow) at a remarkable pace since.3. Since online stock brokering _ (begin) in 1997, the practice _ (increase).4. I hope

62、 everybody _ (receive) a copy of the agenda for the meeting.5. Since the birth of the World Wide Web in the early 1990s, Internet use _ (expand) at an incredible rate.has received / receivedhas designedstartedhas grownbeganhas increasedhas expandedKeyKey39393939fDiscuss your answers in pairs and dec

63、ide if there are Discuss your answers in pairs and decide if there are sentences where either the present perfect or the past sentences where either the present perfect or the past simple tense could be used.simple tense could be used.40404040gLisas boss has asked her to e-mail all staff and inform

64、them Lisas boss has asked her to e-mail all staff and inform them of the meeting scheduled for 3 p.m. on Wednesday, April 26. of the meeting scheduled for 3 p.m. on Wednesday, April 26. Read her e-mail and then discuss the questions in pairs.Read her e-mail and then discuss the questions in pairs.1.

65、 What information has Lisa forgotten to include?2. Is the tone and the language of her message appropriate? Why or why not?She forgot to mention the date of the meeting.The tone of the e-mail is not appropriate. It is too informal.KeyKey41414141hRewrite Lisas e-mail in your notebook using the words

66、Rewrite Lisas e-mail in your notebook using the words and phrases in the box or other suitable expressions and phrases in the box or other suitable expressions of your choosing. Delete any material that you think of your choosing. Delete any material that you think is inappropriate.is inappropriate.

67、inform you recent developments postpone not feeling well recovered meet bring us up to date arranged expect to see you there42424242Company 1Speaker #1: Joe Mason, a computer programmer, hit upon a very marketable piece of software almost by accident. Along with his wife, Alice, he set up a company

68、to market software that facilitates online photo sharing. Since its launch, the program has attracted interest from organizations that want to include it on their websites. The Masons have adapted the software so that it can be installed on other web servers and have begun to sell licenses.Company 2

69、Speaker #2: A major software manufacturer is about to launch its new operating system. It has already launched a major marketing campaign with the aim of convincing people to line up at retail stores in anticipation of the product on the morning of its launch. The company has already convinced a cel

70、ebrity talk show host to include their product on her list of favorite43434343 things, and it hopes that, through this massive campaign, within two years over 400 million users will be using its software.Company 3Speaker #3: Televised sporting events have become big business. At the 1996 Olympic Gam

71、es in Atlanta, a leading sportswear company conducted a successful and relatively inexpensive advertising campaign for their products. Instead of paying the official $50 million sponsorship fee, it plastered the city with billboard ads, gave out free banners to spectators, and set up a huge promotio

72、n center near the principal stadium knowing that all these things would inevitably appear during the broadcasts of the event.44444444Company 4Speaker #4: Many of the people who use a companys free email service become, in one way or another, involuntary advertisers for that company. The number of us

73、ers of one of the leading free e-mail services grew from zero to twelve million in just eighteen months. Since then, numbers have increased to over 100 million users. Ads appear in e-mail messages with the apparent “endorsement” of the sender and they reach a potentially huge number of e-mail users.

74、45454545Company 1Speaker #1: Joe Mason, a computer programmer, hit upon a very marketable piece of software almost by accident. Along with his wife, Alice, he set up a company to market software that facilitates online photo sharing. Since its launch, the program has attracted interest from organiza

75、tions that want to include it on their websites. The Masons have adapted the software so that it can be installed on other web servers and have begun to sell licenses.Company 2Speaker #2: A major software manufacturer is about to launch its new operating system. It has already launched a major marke

76、ting campaign with the aim of convincing people to line up at retail stores in anticipation of the product on the morning of its launch. The company has already convinced a celebrity talk show host to include their product on her list of favorite46464646 things, and it hopes that, through this massi

77、ve campaign, within two years over 400 million users will be using its software.Company 3Speaker #3: Televised sporting events have become big business. At the 1996 Olympic Games in Atlanta, a leading sportswear company conducted a successful and relatively inexpensive advertising campaign for their

78、 products. Instead of paying the official $50 million sponsorship fee, it plastered the city with billboard ads, gave out free banners to spectators, and set up a huge promotion center near the principal stadium knowing that all these things would inevitably appear during the broadcasts of the event

79、.47474747Company 4Speaker #4: Many of the people who use a companys free email service become, in one way or another, involuntary advertisers for that company. The number of users of one of the leading free e-mail services grew from zero to twelve million in just eighteen months. Since then, numbers

80、 have increased to over 100 million users. Ads appear in e-mail messages with the apparent “endorsement” of the sender and they reach a potentially huge number of e-mail users.48484848n Lesson 5 Getting together and understanding it allGetting together and understanding it allaIn pairs, make a list

81、of some reasons why meetings are held.In pairs, make a list of some reasons why meetings are held.49494949Listen to two employees discussing an upcoming meeting Listen to two employees discussing an upcoming meeting and complete the notes on the reasons given why meetings and complete the notes on t

82、he reasons given why meetings are important.are important.b_ face to faceclear up _ new proposals and developments_ decision-makingopportunities to give _involved in planning and _ our ideastalk things oversome ambiguous issueskeep us well-briefed onincluded inour feedbackinputKeyKeyScriptScript5050

83、5050In pairs, discuss the meanings of these words from the In pairs, discuss the meanings of these words from the listening.listening.cambiguous to be briefed to input51515151Skim the text quickly and complete each paragraph with Skim the text quickly and complete each paragraph with one of the foll

84、owing headings:one of the following headings:dKeyKeyDevelopmentGrowth MaturityDeclineGrowth Decline Maturity Development52525252Read the text again more carefully and write in your Read the text again more carefully and write in your notebook brief definitions of the following words or notebook brie

85、f definitions of the following words or phrases.phrases.eKeyKeyloses appeal: _ levels off: _ ceases: _ downward spiral: _ take-off stage: _is no longer attractive to customersremains the same and does not increasestopssales drop quicklytime when sales of a product increase rapidly53535353Listen to t

86、he conversation and answer the questions.Listen to the conversation and answer the questions.f1. What topic is being discussed? _2. What is the professional relationship between the two people? _KeyKeyScriptScriptan upcoming meetinga secretary and a boss54545454Listen to the conversation again and n

87、umber these points Listen to the conversation again and number these points in the correct orderin the correct order. .gKeyKeyScriptScriptSales forecasts and targetsOrganizing marketing researchpreparation of questionnairesBudget arrangements for productAny matters arising out of minutesRead the min

88、utes of the last meetingAny other businessWelcome new staff membersPlanned timeframe for research and analysisApologies for absences_12345678955555555In pairs, discuss these questions about the conversation.In pairs, discuss these questions about the conversation.h1. What language is used to ask som

89、eone to do something?2. What is the general tone of the conversation?3. What other expressions do you know for making requests?56565656In pairs, role-play one of the following situations.In pairs, role-play one of the following situations.iStudent A:Student A:Student A:Student A:Student A:Student A:

90、Student B:Student B:Student B:Student B:Student B:Student B:57575757Tom: I hate these monthly meetings! They are just a waste of time even though I know it does give us a chance to talk things over face to face. Today I have a lot of work on my desk.Monica: Well, you do have a point, Tom, but I thin

91、k meetings do help us clear up some ambiguous issues that might be troubling people. You have to admit that in this company management is very fair and through these meetings they keep us well briefed on new proposals and developments.Tom: Well, I guess youre right. Ive worked at other places where

92、staff is never included in decision-making but thats certainly not true here and we do have lots of opportunities to give our feedback.Monica: Im glad youre coming round to seeing the benefits, Tom. Remember also we get a chance to be involved in the planning stages and input our views on the whole

93、process.Tom: Okay, got it, but these meetings always come at a bad time for me when I have lots of work going on.58585858Steiner: Lisa, Id really like to get this agenda ready and out to the staff by tomorrow morning. Can you type it up for me, please?Lisa: Certainly, Mr. Steiner. Could we just run

94、through the items that you want me to include?Steiner: Well, the first thing is to get the minutes of the last meeting out of the way and any questions that might crop up from those.Lisa: Dont forget that there are two new staff members to be introduced.Steiner: Yes, thats important. Thank you for r

95、eminding me. Well welcome them immediately after the apologies for absences.Lisa: Right. Okay, Ive got all that.Steiner: Well, that takes care of the formalities. Now the main points of business . . .Lisa: I suppose the first item will be organizing the marketing research?59595959Steiner: Well, no,

96、not quite yet. Id like to discuss financial matters first with a brief outline of budgetary considerations.Lisa: I see.Steiner: Next, we should look at target markets and forecasts for sales.Lisa: So, where should I put the market research?Steiner: Thats next followed by a discussion of a timetable

97、for research and analysis.Lisa: Okay. And we finish up with Any Other Business, right?Steiner: Right. So, Lisa, can you take care of it from here? Please let me know when youve distributed it to the staff.Lisa: Certainly, Mr. Steiner.60606060Steiner: Lisa, Id really like to get this agenda ready and

98、 out to the staff by tomorrow morning. Can you type it up for me, please?Lisa: Certainly, Mr. Steiner. Could we just run through the items that you want me to include?Steiner: Well, the first thing is to get the minutes of the last meeting out of the way and any questions that might crop up from tho

99、se.Lisa: Dont forget that there are two new staff members to be introduced.Steiner: Yes, thats important. Thank you for reminding me. Well welcome them immediately after the apologies for absences.Lisa: Right. Okay, Ive got all that.Steiner: Well, that takes care of the formalities. Now the main poi

100、nts of business . . .Lisa: I suppose the first item will be organizing the marketing research?61616161Steiner: Well, no, not quite yet. Id like to discuss financial matters first with a brief outline of budgetary considerations.Lisa: I see.Steiner: Next, we should look at target markets and forecast

101、s for sales.Lisa: So, where should I put the market research?Steiner: Thats next followed by a discussion of a timetable for research and analysis.Lisa: Okay. And we finish up with Any Other Business, right?Steiner: Right. So, Lisa, can you take care of it from here? Please let me know when youve di

102、stributed it to the staff.Lisa: Certainly, Mr. Steiner.62626262n Lesson 6 If you can make it, they can fake itIf you can make it, they can fake itaDiscuss these questions in pairs or small groups.Discuss these questions in pairs or small groups.1. How often do you see pirated imitations of well-know

103、n brands for sale in your country?2. Have you ever bought something that you knew was an illegal copy?63636363Look at the words and phrases in the box and, for the Look at the words and phrases in the box and, for the moment, just check moment, just check the ones that you know the the ones that you

104、 know the meaning of.meaning of.b intellectual property rights counterfeit fake to sue a tip-off to clamp down on electronically tagged to track down global merchandise trade to crack down to confiscate64646464Listen to the first part of a talk on counterfeiting andListen to the first part of a talk

105、 on counterfeiting andfake goods and complete the notes.fake goods and complete the notes.cProblem: counterfeiting is a violation of _% of global merchandise that is pirated: _Annual loss in trade in dollars: _% of medicines that are counterfeit: _property rights5-7%$512 billion10%KeyKeyScriptScript

106、65656565Listen to the next part of the talk and match the Listen to the next part of the talk and match the countries with the pirated goods.countries with the pirated goods.dScriptScriptKeyKey1. USA2. Brazil3. China4. Guam5. Francea. car windshieldsb. pharmaceuticals, cigarettes, $100 billsc. parts

107、 for cell phonesd. pills for controlling cholesterole. printer cartridges66666666Listen to the last part of the talk and answer these Listen to the last part of the talk and answer these questions in pairs.questions in pairs.e1. Which country represents the biggest problem in terms of violations of

108、property rights?2. Why is the Chinese government now starting to clamp down more on illegal copying?3. What are multinational companies doing to fight the problem of illegal counterfeiting?Chinabecause of international pressureputting pressure on governmentsKeyKeyScriptScript67676767Now check again

109、the meaning of the words and phrases Now check again the meaning of the words and phrases in Exercise b.in Exercise b.f intellectual property rights counterfeit fake to sue a tip-off to clamp down on electronically tagged to track down global merchandise trade to crack down to confiscate68686868In e

110、ach sentence, replace the underlined multiword verb withIn each sentence, replace the underlined multiword verb withthe correct form of a word or phrase from the box.the correct form of a word or phrase from the box.gdiscover find increase result in produce control hear account forKeyKeyincreasedacc

111、ounts forresults inhearddiscoveredproducedcontrolfind69696969Match the two parts of the sentences.Match the two parts of the sentences.hdgfbecaKeyKey70707070In your notebook, write more sentences about the problem In your notebook, write more sentences about the problem with pirated goods.with pirat

112、ed goods. Show cause-and-effect relationships Show cause-and-effect relationships using connecting phrases like using connecting phrases like owing toowing to, , becausebecause, , due todue to, , consequentlyconsequently, , etc.etc. i71717171Speaker: The violation of intellectual property rights and

113、 the illegal copying of all kinds of goods from cigarettes to medicines really took off in the 1990s and has become an issue of major concern to companies and governments around the world.Counterfeiting is worrying multinationals as it now makes up between 5 and 7% of all global merchandise trade, g

114、iving rise to $512 billion in lost trade annually. The World Health Organization says that about 10% of the worlds medicines are counterfeit.72727272Speaker: Here are some examples of the kinds of fake goods that have been found in the marketplace. A woman in New York recently phoned her local drugs

115、tore to complain about the bitter taste from the cholesterol-lowering Lipitor pills that she was taking. On examination in a lab, the pills turned out to be counterfeits. Over the next two months, 16.5 million pills were withdrawn from warehouse and pharmacy shelves resulting in a huge loss to the c

116、ompany.A tip-off in Brazil led to the discovery of a large number of bogus Hewlett-Packard printer cartridges ready for the marketplace. Police also picked up information from the same source that led to the seizure of more than $1 million worth of other counterfeit goods.73737373In a Chinese wareho

117、use, authorities came across a store of counterfeit Buick windshields ready for the export market. China also sells Honda fake parts for half the price of the original.Secret service agents in Guam discovered bogus North Korean-made pharmaceuticals, cigarettes, and counterfeit $100 bills.French Cust

118、oms recently picked up more than 11,000 fake parts for Nokia cell phones, batteries, and phone covers.74747474Speaker: And the list goes on and on. What can companies and governments do to control this violation? China is by far the greatest violator of property rights and two-thirds of the worlds f

119、ake goods are turned out there. However, the Chinese government, under pressure from international groups, is now beginning to clamp down on illegal copying. As Chinese companies begin to experience violations of their copyrights from within China they are starting to demand more regulations. In add

120、ition, multinational companies are putting pressure on the governments of violating countries to make them control the counterfeiters. Goods are being electronically tagged and companies are sending detectives around the world to track down companies and countries involved in the production of fake

121、goods.75757575 Unit 3Unit 3Team ProjectPrepare a report about a franchise opportunityPrepare a report about a franchise opportunityYou and your friends are interested in setting up your own business by buying the right to use the brand name of a well-known company.Task:76767676With your team: 1. Cho

122、ose a business that interests you. 2. Find as much general information as you can about franchising and, in particular, about the brand that you are interested in. 3. Establish what you need to set up the business. 4. Find out what the franchiser actually offers. 5. Establish the cost of setting up

123、the franchise. 6. Present your findings to the class.77777777Secretary: Do you think we can market the product on time for the holiday?Manager: Yes, it (1) _ (can / market) on time if we all work together.Secretary: Will we prepare an advertising campaign?Manager: Yes, an ad campaign (2) _ (design)

124、next week.Secretary: Who invented the product?Manager: It (3) _ (invent) by a designer from an associate company.Secretary: Who conducted the market survey?Manager: The research (4) _ (carry out) by the companys marketing team. Unit 3Unit 3ReviewComplete the conversation with the correct passive for

125、m Complete the conversation with the correct passive form of the verb in parentheses.of the verb in parentheses.Acan be marketedwill be designedwas inventedKeyKeywas carried out78787878Write a persuasive statement for each situation using the Write a persuasive statement for each situation using the

126、 modals modals mustmust, , oughtought to to, or , or shouldshould. .BKeyKey1. Persuade your friend to go to the cinema with you tonight.2. Convince the manager that it is better to postpone the marketing meeting.3. Persuade a colleague to work overtime to finish an important project.4. Try to persua

127、de a customer to buy a product that your company is selling.5. Convince a colleague to help you fix your computer.You should come to the movies with us tonight.I really think we ought to postpone the marketing meeting.You must work overtime if you want to finish that project.I dont think you should

128、miss this opportunity.I need you to help me to fix my computer. It should be really easy for you.797979791. Although, the company _ (exceed) sales expectations last year they _ (not reach) their quote so far this year.2. Pedro _ (work) in Intel. He _ (work) since 1998.3. The manager _ (just arrive)

129、and he _ (want) to speak to all the staff. It _ (sound) urgent.4. John _ (go) to the office early this morning. Ten hours later he _ (be) still there. He _ (not have) lunch and he _ (not yet eat) dinner.Complete the sentences with the Complete the sentences with the present perfectpresent perfect, ,

130、 present present simplesimple, or , or past simplepast simple tensetense form of the verb in parentheses. form of the verb in parentheses.Cexceededhave not reachedworkshas workedhas just arrivedKeyKeywantssoundswentishasnt hadhasnt yet eaten808080801. Bill Gates is _ successful _ Larry Klein.2. Club

131、s are _ popular _ movie theaters.3. African crafts are not _ well-known _ Latin American crafts.4. The secretary works _ hard _ her supervisors.5. The office computer is _ powerful _ your laptop.Complete the following sentences with forms of comparison.Complete the following sentences with forms of

132、comparison.Dmore thanmorethanasKeyKeyasasasmorethan81818181Advertising _ by almost every company that produces goods or provides a service. The object of an ad is to convince people to take some action that (1) _ by the advertiser. Just like salespeople, ads try to persuade, but final decisions (2)

133、_by the customer. With advertising, companies enjoy the economies of mass selling and some of these economies (3) _ on toconsumers. Thus, products that (4) _ mainly through advertising are usually cheaper. Through advertising, the public (5) _ informed about new products. Also, many TV and radio sho

134、ws (6) _ for by advertising.n Unit 3 TestComplete each space in the text with the passive voice Complete each space in the text with the passive voice (present) form of one of the verbs in the box.(present) form of one of the verbs in the box.1are takenare passedare soldis keptis recommendedKeyKey t

135、ake keep pass pay use recommend sellare paidis used82828282Example: Years of trouble ( -lasting / -free / -purpose ) cleaning-guaranteed!1. The book contains recipes for hundreds of mouth (-lasting / -saving / -watering) dishes.2. This is one of the most well (-friendly / -saving / -known) products

136、on the market.3. One thing I like about this product is that it is very user (-known / -friendly / -purpose).4. The family (-purpose / -size / -cutting) package offers exceptional value!5. Look at these fantastic space (-saving / -lasting / -watering) features!In each sentence, underline the correct

137、 word to complete In each sentence, underline the correct word to complete the compound adjective.the compound adjective.2KeyKey83838383Complete each space in the comparative sentences with Complete each space in the comparative sentences with just one word. just one word. 3Example: Organic food is

138、healthier _ non-organic food.1. In my opinion, Italian cooking is _ good _ French cooking.2. In gas consumption, hybrid cars are _ economical _ conventional cars.3. These imported laptops are _ cheap _ the ones made in this country.4. For me, this cheese is better _ that one because it is fat-free.5

139、. These new shoes are _ comfortable _ my old ones.notasmorethanasasthanKeyKeythannotas84848484Complete each sentence with the correct tense (Complete each sentence with the correct tense (present present perfectperfect or or past simplepast simple) of the verb.) of the verb.4Example: Keith _ (comple

140、te) his MBA in 2003.1. Sales _ (be) very good since we changed our advertising strategy.2. Last week, they _ (have) a meeting and came up with a new plan.3. Samantha _ (start) her own company three years ago.4. Since we launched our web site, we _ (see) a big increase in demand.5. I _ (work) on thre

141、e advertising campaigns so far. have beenhadstartedhave seenhave workedcompletedKeyKey85858585Example: Pirated goods often look exactly like the originals _ it is hard to spot the fakes.1. _ pirated goods are cheaper than originals, consumers can save a lot of money.2. Famous brands are very fashion

142、able and, _, these are the ones that are copied.3. _ the fact that handbags are important accessories, there is a big demand for fakes.4. Famous brands are copied the most _ they are symbols of luxury and status.Complete each sentence with the correct connecting Complete each sentence with the corre

143、ct connecting word or phrase from the box.word or phrase from the box.5KeyKey consequently since because due to and soconsequentlyand soSinceDue tobecause86868686 Noun AdjectiveNoun AdjectiveExample: revolution _1. _ special2. innovation _3. _ strategic4. durability _5. _ persuasiveWrite the correct

144、 noun or adjective.Write the correct noun or adjective.6KeyKeyinnovativerevolutionaryspecialtystrategydurablepersuasion87878787Listen to your teacher. Read the sentences. Listen to your teacher. Read the sentences. Circle True or False.Circle True or False.7KeyKeyScriptScript88888888Role-play a conv

145、ersation based on one of the following situation.Role-play a conversation based on one of the following situation.SPEAKINGConversation 1Conversation 1 Student AYou are an employee at a large company. You have been asked to attend a meeting of the marketing department but you cannot go. Call the Mark

146、eting Managers personal assistant (Student B) and explain and offer your apologies for missing the meeting. Student BYou are the personalassistant to the Marketing Manager. Take a telephonecall from Student A and explain to him/her that the Marketing Manager is very busy and will not be able to meet

147、 until at least two weeks from now.Conversation 189898989Conversation 1Conversation 1 Student AYou are an employee at a large company. You need to have a meeting in the next week with the Marketing Manager about a product that is about to be launched. Call the MarketingManagers personalassistant (St

148、udent B) and request a meeting.Student BYou are the personal assistant to the Marketing Manager. Take a telephonecall from Student A andexplain to him/her that the Marketing Manager thinks that it is very important thathe/she attend next weeks marketing meeting.Conversation 290909090 Mr. Steiner, wh

149、ile you were in the meeting, a Mr. Schroeder called Jeff Schroeder. Hes from that design company called Insight. He said that he would like to meet with you on Wednesday afternoon to talk about some changes to some designs. I told him you were busy on Wednesday afternoon. I suggested Wednesday morni

150、ng but he cant make it then. He suggested a lunchtime meeting on Wednesday before your meeting. He says he needs you to get back to him today. What should I tell him?91919191_ ACTIVITY 3.1n Additional ActivitiesRead the text and number the lines in the correct order.KeyKey11 15 53 38 82 27 74 46 692

151、929292In your notebook, summarize the key ideas of the text in no more than fifty words.2Prepare a short report on one of the topics in the box as it relates to your country.3The history of advertising Major advertising agenciesThe story behind a successful recent advertising campaign93939393 ACTIVI

152、TY 3.21. _ Sunny Delight was first launched in 1998.2. _ It was marketed as a healthy fruit drink.3. _ No, this was not true. In fact, it contained only 5% juice plus lots of sugar, water, vegetable oil, thickeners, flavorings, and colorings.4. _ The product was taken off the market.Complete the int

153、erview about Sunny Delight orange juice with appropriate questions.KeyKey1When was Sunny Delight first launched?How was Sunny Delight marketed?And was it really a healthy drink?What happened to the product?94949494In pairs, role-play an interview in which a former employee of the company that produc

154、ed Sunny Delight explains the story of the product.295959595 ACTIVITY 3.3Complete each space in the text with a word from the box.1 attitudes purchasing analysis population relationship brand customer achieveachieveanalysisattitudespurchasingpopulationbrandrelationshipKeyKeycustomer96969696In your n

155、otebook, write a definition for each of the words in the box.2customer = a person or organization that buys goods or services from a store, a business, etc.97979797 ACTIVITY 3.4Complete each sentence with a word related to the word given in capitals.KeyKey11. Most software nowadays is very easy to _

156、 .2. We have seen substantial _ in sales over the last year.3. That product is not on sale yet. It is still in _.4. I am focusing on this one campaign to the _ of all others.5. An _ is a very effective way of selling a product.INSTALLATIONGROWDEVELOPEXCLUDEENDORSEinstallgrowthdevelopmentexclusionend

157、orsement98989898KeyKey6. Personally, I dont find his arguments very _.7. There is a growing feeling of _ about the campaign.8. We didnt _ that product to sell as well as it did.9. I dont _ of that companys marketing methods.10. The most striking thing about that ad was its _.CONVINCEANTICIPATEEXPECT

158、ATIONAPPROVALORIGINALconvincinganticipationexpectapproveoriginality99999999In pairs, role-play a conversation between an expert and a layperson about marketing.2100100100100 ACTIVITY 3.5Look at the expressions in the box. Sort them into formal and informal expressions and write them in the correspon

159、ding columns.1FORMALFORMALINFORMALINFORMALmeeting, would like to apologize, unable to attend, previous commitment, contact you, unfortunately, inform youjust to let you know, real sorry, something else on, give you a buzz, see youlater, cant make it, get togetherKeyKey101101101101Imagine you work in

160、 the marketing department of a company. You are unable to attend an important meeting. In your notebook, write a note of apology to the Marketing Manager. Use appropriate phrases from the list above.2102102102102 ACTIVITY 3.6Match the two halves of the sentences.1KeyKey1. A counterfeit is an imitati

161、on made deliberately2. Apart from forged currency or documents, counterfeits3. In the USA, the FBI estimates that American companies lose4. According to the European Commission, counterfeit goods5. Expensive or desirable brands6. The popularity of designer jeans such as Jordache in the late 1970sca.

162、 cause 100,000 job losses in Europe each year.b. produced a flood of illegal copies.c. to falsely represent its content or its origins.d. up to $250 billion a year due to counterfeit goods.e. have become popular among counterfeiters.f. can also be clothes, software, pharmaceuticals, etc.fdaeb1031031

163、03103In pairs, role-play a conversation between an expert and a layperson about the problem of pirated/counterfeited goods.2pirated goodscounterfeited goodsproblems104104104104 Reading Resource ASkim through the text and select the best heading Skim through the text and select the best heading from

164、the options in the box.from the options in the box.a Marketing in the 21st Century Marketing Then and Now Early Concepts in Marketing Current Trends in MarketingKeyKeyEarly Concepts in Marketing 105105105105Scan the text to find the answers to the questions below.Scan the text to find the answers to

165、 the questions below.b Around 1910, the term marketing was added to the familiar terms distribution, trade, and commerce. Two of the people who were instrumental in initially stating this concept were Ralph Starr Butler and Arch W. Shaw. Shaw distinguished three basic operations in business: product

166、ion, distribution, and administration. Recalling Bohm-Bawerks concept that business is concerned with motion of one sort or another, Shaw conceived marketing as “matter in motion”. During the ten years following 1920, principles of marketing were first presented in book form, building upon foundatio

167、ns laid previously.Scattered concepts and tentative generalizations were integrated and much new material was incorporated into contemporary thinking. Paul W. Ivey was the first to actually use the title Principles of Marketing. During the 1920s, many “principles” books were published, the most10610

168、6106106important of which were by Paul D. Converse, Walter C. Weidler, Fred E. Clark, Theodore N. Beckman, and Harold H. Maynard. Clark defined marketing as “those efforts which effect transfer in the ownership of goods” while Converse, in Marketing Methods and Policies, made an early distinction be

169、tween the marketing activities that relate to an individual firm and the marketing functions that pervade marketing in general. A tendency observed during the 1930s was the simplification of theoretical writings on marketing with a view to their use for elementary academic purposes. During this time

170、, marketing grew as an academic discipline.1071071071071. When were marketing principles presented in book form for the first time?2. Who thought of the concept that business is about motion?3. Who was the first person to publish a book called Principles of Marketing?4. When did marketing develop as

171、 a field of academic study?5. Who wrote a book called Marketing Methods and Policies?1920sBohm-BawerkPaul W. Ivey1930sPaul D. ConverseKeyKey108108108108“Marketing is the (1) _ (perform) of business activities that (2) _ (direction) the flow of goods and service from (3) _ (production) to consumers o

172、r users in order to (4) _ (satisfaction) consumers and accomplish the firms objectives.” (McCarthy)Complete each space in the definition with a word Complete each space in the definition with a word related to the word in parentheses.related to the word in parentheses.performancesatisfycKeyKeydirect

173、producers1091091091091. What do you know about Benetton and its advertising campaigns?2. Do you think advertising should be a medium for social comment? Reading Resource BAnswer these questions.Answer these questions.a110110110110Read the text quickly for the general ideas and match each Read the te

174、xt quickly for the general ideas and match each heading in the box with the correct paragraph. There are heading in the box with the correct paragraph. There are two extra headings.two extra headings.bKeyKey The Products The Company Controversy The Creative Director Consequences The Customers1. _ :

175、Benetton is a world famous clothing brand, named for the four Benetton siblings who founded the company in 1965. The brand is well known for its colorful clothes especially sweaters and also for the original and, in recent times, controversial images used in its advertising.2. _: Italian photographe

176、r Oliviero Toscani joined Benetton in 1982 and was granted a lot of artistic freedom by management. Rather than advertise specific products made by the company, most of Toscanis campaigns were institutional ads for the brand. They consisted of a striking photograph and the only text was the caption

177、“United Colors of Benetton”.The Creative DirectorThe Company1111111111113. _: Toscanis ads were frequently criticized for being sensational. Some of the most controversial images were of a man on his deathbed dying from AIDS, of an unwashed newborn baby with its umbilical cord still attached, of a p

178、riest and nun about to kiss each other on the mouth, of a black woman nursing a white baby, and of the blood-stained uniform of a soldier who died fighting in Bosnia-Herzegovina.4. _: In 2000, Toscani left Benetton after being with the company for 18 years. It had become clear that Toscanis controve

179、rsial advertising campaigns were costing the company money. In February of that year, Sears Roebuck & Co. dropped Benettons USA line in response to a Toscani ad campaign that featured inmates on death row. Benetton merchandise had been expected to generate $100 million in sales in its first year wit

180、h Sears.The Products The Company ControversyThe Creative Director Consequences The CustomersKeyKeyControversyConsequences112112112112Read the text again. Read the sentences and circle Read the text again. Read the sentences and circle True or False.True or False.cKeyKeySummarize the main ideas of th

181、e text in approximately Summarize the main ideas of the text in approximately 100 words.100 words.d113113113113 Writing Resource AWriting an article about a famous brandSituationSituationYou have been asked to write an article for a general interest magazine about a world famous brand, its image, an

182、d any relevant trademarks and logos.114114114114Band: _Notes: _ _ _ _ _Choose a very well known brand and do some research intoChoose a very well known brand and do some research intothe origins, history, development, and current status of the the origins, history, development, and current status of

183、 the brand and its associated trademarks and logos. Include brand and its associated trademarks and logos. Include information about how a particular brand came to exist. Also, information about how a particular brand came to exist. Also, if relevant, mention any problems or controversies that have

184、if relevant, mention any problems or controversies that have arisen over the use of a certain logo, registered trademark, arisen over the use of a certain logo, registered trademark, etc. Take notes and then start to arrange your notes under etc. Take notes and then start to arrange your notes under

185、 headings and in a logical sequence.headings and in a logical sequence.AWritingWriting115115115115Now start to compose sentences. Think about how to divide Now start to compose sentences. Think about how to divide your writing into paragraphs and how to use connecting your writing into paragraphs an

186、d how to use connecting phrases to make your article easy for the general reader to phrases to make your article easy for the general reader to understand.understand.B116116116116TipsTipsn Use a formal style. Do not use contractions or very colloquial expressions.n Use relatively simple language tha

187、t can be understood by a layperson. Avoid using too much jargon and specialized technical terms.Write a first draft of your article. Check it and make Write a first draft of your article. Check it and make corrections before writing out a final version.corrections before writing out a final version.

188、C117117117117 Writing Resource BWriting a marketing questionnaireSituationSituationYou work in the marketing department of a large company. You have been asked to prepare a series of questions for a questionnaire designed to elicit customers reactions to one of the companys products or services. Pre

189、paration Preparation Choose ONE of the following products: cat food shampoo dry-cleaning services cable or satellite TV providers118118118118Product / Service: _Find out:_ _ _ _ _WritingWritingDecide which product or service to design your questionnaire Decide which product or service to design your

190、 questionnaire about. Brainstorm initial ideas about the sort of information about. Brainstorm initial ideas about the sort of information that would be useful for your company to know. Consider that would be useful for your company to know. Consider how often people buy your chosen product or servi

191、ce, what their how often people buy your chosen product or service, what their expectations are, how they choose one product or service over expectations are, how they choose one product or service over another, etc. Take notes and then start to sort your ideas into another, etc. Take notes and then

192、 start to sort your ideas into groups.groups.A119119119119TipsTipsn Use clear, simple language that can be understood by a layperson.Write a first draft of your questionnaire. Check it and make corrections Write a first draft of your questionnaire. Check it and make corrections before writing out a

193、final version.before writing out a final version.CNow start to compose questions. Make sure that the questions Now start to compose questions. Make sure that the questions are clear and unambiguous. Also, try to phrase the questions are clear and unambiguous. Also, try to phrase the questions in suc

194、h a way that the answers will not be vague and therefore in such a way that the answers will not be vague and therefore of limited value.of limited value.BQuestions:_120120120120Simple vs. continuous tensesn Grammar Resource Example Example Explanation Explanation121121121121Complete the sentences w

195、ith the correct form of the verb in Complete the sentences with the correct form of the verb in parentheses.parentheses. PRACTICE 1. Im afraid you cant see the manager right now. He _ (meet) with Joe Clarke.2. Successful investors generally _ (invest) money in a variety of options.3. Xavier _ (own)

196、the largest accountancy firm in the country and _ (plan) to expand overseas.4. Interest rates _ (rise) and homeowners are concerned about their repayments.5. We _ (pay) the price now for not moving quickly on the deal.122122122122Simple past vs. past continuous tense Example Example Explanation Expl

197、anation123123123123Complete the sentences with the correct form of the verb in Complete the sentences with the correct form of the verb in parentheses.parentheses. PRACTICE 1. Anthony _ (work) with MTP at first but _ (set up) his own company in 1989.2. James _ (set up) a joint venture with another c

198、onstruction company but _ (change) his mind because of differences of opinion.3. Michael Birch, founder of Bebo website, _ (not make) any money in London so he _ (move) to California in 2002 and has become a very successful entrepreneur.4. The young programmer _ (lack) the money but not the initiati

199、ve to do well.124124124124Comparative and superlative forms of adjectivesn Use the comparative form to compare two objects or persons.n If the second object or person is mentioned in the comparison, use than before it.n Use the superlative form to compare a group of objects or persons.n Use the befo

200、re superlative adjectives. Type of adjectives Type of adjectivesSimple formSimple form ComparativeComparativeSuperlativeSuperlative125125125125Write the comparative and superlative form of each adjective.Write the comparative and superlative form of each adjective.PRACTICE 1 1. elegant 2. hard 3. in

201、telligent 4. lazy 5. small 6. difficult 7. useful 8. good 9. practical 10. inexpensive _126126126126Use the cues to write sentences making comparisons.Use the cues to write sentences making comparisons.PRACTICE 2 1. Working in marketing / interesting / working in finance _2. Communicating through In

202、ternet / efficient / writing a letter _3. Old office / small and cramped / new office _4. Investing in stocks and shares / risky / government bonds _5. Laptops / expensive / personal computers _127127127127Present perfect vs. simple pastUse the present perfect tense:n to show that something happened

203、 at an unspecified time in the past.n to show that something happened several times in the past.n to show that something started at a specific time in the past and continues now.Present perfectPresent perfect128128128128Mr. Scott: _ (finish) all the reports?Mrs. Baldwin: No, I (1) _ (finish / not) t

204、hem yet.Mr. Scott: You dont have to go to the bank. I (2) _ (already get) some foreign money.Mrs. Baldwin: Great! (3) _ you _ (pick up) the plane tickets?Mr. Scott: No, and I (4) _ (not / download) the presentation for the meeting yet.Mrs. Baldwin: Dont forget to pack your laptop as well!Complete th

205、e conversation with the present perfect form of each verb Complete the conversation with the present perfect form of each verb in parentheses.in parentheses.PRACTICE 1 Have you finished1291291291291. The online chat rooms _ (generate) a huge amount of money up to the present.2. Birch _ (remortgage)

206、his house last year to cover the initial costs of setting up his business.3. The website _ (grow) exponentially since it was first set up.4. Some people argue that shopping malls _ (destroy) the individual character of towns and shopping areas.Complete each the sentence with the correct form of the verb in the Complete each the sentence with the correct form of the verb in the present perfect or simple past.present perfect or simple past.PRACTICE 2 130130130130131131131131