Unit 3 Famous Brand Names Teaching plan大学体验英语三

Unit 3 Famous Brand Names

Objectives

1) 2) 3) 4) 5)

talk about business successes

get an idea of the overall organization of both passages learn to use key word and expressions

adopt the reading skill Conceptual Meaning while reading learn to develop a paragraph

Listen and talk

Step1 Greetings and Presentation （10M）（class and individual） 1. How are you doing today? Have you gone shopping recently? 2. What will you put into consideration if you want to buy a thing? 3. Do you think if brand is very important for your choice? 4. Could you list some famous brands ? 5. What is brand?

Step 2 Lead-in (Listen and fill in the missing words ) （10M）(class and individual )

1. Penny wise and pound foolish: 小事聪明，大事糊涂；贪小亏大 2. entrepreneur: 企业家

Step 3 Sample Dialogue 1 The Pros and Cons of Famous Brands（15minutes）(class and pair work)

1. Listen to the dialogue one and get to know the content of the dialogue. Question: (1) What made Li feel puzzled and how did Burns respond?

(2) What different opinions did Liu and Burns have towards brand-name items? 2. Read and follow the tape and explain some of the language points (1) beyond one’s means: 入不敷出 within one’s means: 量入为出 (2) name brands:名牌

(3) functional: practical and useful (4) stylish: having styles, fashionable (5) sturdy: strong and solid

3. Have the students read the dialogue in pairs and choose 3 pairs to act it out

Step 4 Communicative task I（15M）(group work)

1. Talking about their favorite drinks and arguing for their preferred brand. 2. work in groups (Row 1&3, Row 2&4, Row 5(team 1&3)) 3. useful phrases

4. Ask 2 groups to come and act out their dialogue

Step 5 Sample dialogue 2 Why Piracy Exists (15M) (class and pair work) 1. Listen and answer:

Question: What are pirated stuff? Do you think it is fine to buy pirates or fakes?

2. Listen, follow, and explain

(1) fake: 赝品 (2) piracy: 盗版

(3) undercut: to offer goods or services at a lower price than (one’s competitors) 廉

价出售

(4) elite:社会精英

Step 6 Communicative task II ( 15M) (group work and pair work) 1. Discussing computer software piracy. 2. directions: (page 55)

Discussion

1. How are you doing today? Have you gone shopping recently? 2. What will you put into consideration if you want to buy a thing? 3. Do you think if brand is very important for your choice? 4. Could you list some famous brands ? 5. What is brand?

Assignment

Read and practice the dialogues and make free dialogue in groups

Read and Explore

Passage A Bathtub Battleships from Ivorydale

Step 1 Greetings and a brief revision ( 3-5M ) (pair work or group work) Ask one or two pairs(groups) to act out their own dialogue about advertising.

Step 2 Talking about the pictures and some related information: (10 M) (class work or individual work)

Related Information

History of Proctor and Gamble

Proctor and Gamble was founded by William Proctor and James Gamble in 1837. Proctor was an English migrant and candle maker, Gamble was a soap maker from Ireland.

At the beginning, the Proctor and Gamble soap making method was not much different from what women already did in their homes. But the Civil War began in 1861, and the government began ordering lots of soap for its soldiers. This increased Proctor and Gamble’s business by a great deal.

A new soap making technique was discovered in the 1870s when a machine was left on during the lunch time. It made bubbles in the soap, so the soap floated. The new soap was called Ivory. The first bar was sold in 1879.

Proctor and Gamble is now a leading international manufacturer of household products. It markets over 250 brands to nearly five billion consumers in over 140 countries. These brands include Tide, Crest, Pantene, Always, Pringles, Pampers, Olay, Folgers, Cover Girl, Downy, Dawn, Bounty, and Charmin.

Step 3 Pre-reading questions（10-15M）(group discussion) 1. What do you think is most important to you as a buyer? 2. What is a bathtub battleship as referred to in this passage? 3. Why is Ivory Soap so popular among Americans?

4. How did Proctor & $Gamble succeed in promoting Ivory Soap?

Step 4 Skim it（15M）(individual and class work) Read passage A within a couple of minutes and try to tell: What is the text about?

Reference Key: The passage traces the history of Ivory Soap, introduces the development of the Proctor & Gamble and explains the origin of the expression ―Soap Opera‖.

Summary: The writer uses the example of Proctor and Gamble’s famous Ivory Soap – to illustrate the potential that lies in mass marketing and cleverly planned advertising and the importance of recognizable brand names. The passage traces the history of Ivory Soap, first produced in 1879, and discusses the slogans which were used to promote it. These slogans, particularly the idea that the soap is so pure that it floats, proved so successful that they are still used today. The passage also examines the development of P& G itself, from a small-scale operation founded by two immigrants to a multinational empire of today. At the same time we also learn about the origin of the expression ―soap opera‖, in itself another modern global phenomenon.

Step 5 Scan it（20M）(class work) Comprehensive questions on page 58

Background information of P&G company History of Proctor and Gamble General idea of th etext

1. What do you think is most important to you as a buyer? 2. What is a bathtub battleship as referred to in this passage? 3. Why is Ivory Soap so popular among Americans?

4. How did Proctor & $Gamble succeed in promoting Ivory Soap?

Step 6 Language focus (40M) 1. spotless: adj. extremely clean

e.g. a spotless kitchen; a spotless mind; with a spotless reputation

Even in the most spotless homes, carpets need regular vacuuming to keep them look good.

2. status: n. 1) high social position; recognition and respected by others

e.g. Nurses are undervalued, and the never enjoy the same status as doctors. 2) one’s legal position, or condition

e.g. The status of black Americans was not admitted until 1965 when the Voting Act

was passed.

3. rival: 1) v. to equal, to be as good as or reach the same standard as e.g. No computer can rival a human brain.

Cassette recorders cannot rival CD players in sound quality.

2) n. one who attempts to equal or surpass another, a competitor e.g. The book has no rival in its field.

She and I are rivals for swimming prize.

4. by means of: by using, through

e.g. The foreigner tried to make himself understood by means of body language. Thoughts are expressed most often by means of words. 5. pledge: v. to promise solemnly to give (support) e.g. He pledged to keep the secret.

We pledged that we would do our best.

6. sponsor: v. to support an activity by paying for its expenses e.g. The contest was sponsored by an auto manufacturer. 7. frown on/upon: to disapprove of

e.g. Every teacher would frown on cheating in examinations. Gambling is very much frowned upon here.

Exercises of Text A

Passage B Haier Seeks Cool U.S. Image

Step 1 Greetings and a brief revision ( 3-5M ) (class work) 1. How are you doing today? A nice day, isn’t it? 2. to check the exercise of passage A

Step 2 Talking about the pictures and some related information: (10 M) (class work or individual work)

Related Information

Haier—the largest electronic appliance manufacturer in China

Haier Group was incorporated in 1984. Starting out with imported technologies, Haier has witnessed its three stages of development:

●Building a brand name (1984-1991): seven years to build up a strong brand name in refrigerators through a well-planned TQC (total quality control) system.

●Diversified development (1992-1998): seven years for diversifying the product catalog to avoid having all the company’s eggs in one basket.

●Going multinational (since 1998): with the aim of building an international brand name, Haier’s target for the beginning of the new century is to enter the top 500 list of Fortune magazine.

Haier now produces a wide range of household electrical appliance in 86 categories and 13000 specifications. Haier produces now are exported to 160 countries. In the US market Haier has a 30% market share for 230 liter and under refrigerators and a 35% US market share for refrigerators in the 230 to 280 liter range. Furthermore, Haier has a 10% market share in Europe’s air-conditioning market. Total sales of Haier in 2001 was

RMB 60.2 billion with an export value of US$ 420 million.

With eight design centers outside China, 13 overseas factories, and 12 overseas sales companies with more than 40800 sales outlets. Haier is striving to become China’s first multinational company.

Step 3 Pre-reading questions（10-15M）(individual and class work) 1. Do you have any Haier product at home? If so, describe it. 2. Why is Haier so successful in the US?

3. Can you guess why Haier has been so successful building its brand name ? ( refer to

the pictures and information on the Page 62)

Step 4 Global-reading（15M）(individual and class work) 1. Skimming: Skim the passage and find out the main idea.

Reference Key: The passage is a newspaper article examining the rise of a Chinese company—Haier Group Co.—in the US domestic appliance market. (Page 65: 10-1) Find out the structure of the passage and the subtitles.

2. Scanning: What strategies did Haier use to build its brand name in the American market?

Reference Key: (1) concentrating on a particular sector of the market—that of smaller mini-bars and drinks coolers (2) aiming at a specific group of consumers—students

Step 5 Further-reading （20M）(class work) Comprehensive questions on page65

Summary: This passage is a newspaper article examining the rise of a Chinese company – Haier Group Co. – in the US domestic appliance market. By concentrating on a particular sector of the market, that of a smaller mini-bars and drinks coolers, and aiming at a specific group of consumers: students – who they hope will remain faithful to the brands once they get older and their spending power increases, the company is managing to increase its sales and accentuate its profile in the United States. Haier, and presumably other Chinese manufacturing companies, will need to expand beyond the borders of China as the country’s entry into the WTO opens the doors to foreign competitors at home. The company now has a plant in the United States and new headquarters on New York’s Broadway and is planning to expand its range to include other appliances such as washing machines with advantages like Internet access.

Step 6 Language focus (40M) 1. sleek: adj. smooth and shining e.g. The cat has sleek fur.

The new car’s sleek lines should make it very popular.

2. outflank: v. to gain an advantage over (someone) by doing something unexpected 出奇制胜

e.g. To outflank its rivals, the company carried out unexpected price reductions. He was totally outflanked in the debate.

3. comparable: adj. equivalent, similar, that can be compared

e.g. The income of farmers is not comparable at present to that of townspeople. The two girls are of comparable ages, yet one looks much older than the other. comparative: adj. measured or judged by comparing

4. dominate: v. to have or exercise control or power (over)

e.g. The company has almost dominated the software market with its operating systems.

The strong usually dominates (over) the weak.

5. mainstream: n. the way of life or set of beliefs accepted by most people, dominant trend

e.g. This was the first step into the mainstream of commercial movies. 5. on one’s own turf: (inf esp.US) one’s own neighborhood or territory 7. open up…to…: to make available or accessible to…

e.g. The funds opened up free education to more school-age children. Einstein’s theories of relativity opened up a whole new world to us. 8. version: n. special or variant form of sth. made e.g. the standard version of this car the modern version of a lamp

9. revenue: n. the income that a government or company receive regularly e.g. Taxes provide the bulk of the government’s revenue.

Revenues from the textile industry have fallen dramatically in recent years.

Discussion

1. Do you have any Haier product at home? If so, describe it. 2. Why is Haier so successful in the US?

3. Can you guess why Haier has been so successful building its brand name ? ( refer to

the pictures and information on the Page 62)

Assignment Review the text

Finish the language focus exercises (Page66-67)

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