Unit -10- Period -2-

Who am I ? ( P. 104)

Khaled Al Astal Rula Al Farra

2

Objective:

Students are expected to:

Scan the text to get the specific details, then answer the questions.

3

Scan the text to get the specific details, then answer the questions

4

5

So, if you’re in manufacturing or marketing, your aim is to build up a brand

words, it’s people’s perceptions that really matter.

actually is can be less important than what consumers believe it is; in other

with a good public image.

your goal, the job isn’t done. What you now need to do is protect your

But once you’ve achieved

Remember, by the way, that what your product

Paragraph 3

brand, at all costs.

6

So, if you’re in manufacturing or marketing, your aim is to buildup a brand with a good public image. Remember, by the way, thatwhat your product actually is can be less important than whatconsumers believe it is; in other words, it’s people’s perceptionsthat really matter. But once you’ve achieved your goal, the jobisn’t done. What you now need to do is protect your brand, at allcosts.

1. What will be your goal if you are working inmanufacturing or marketing ?

My goal is to build up a brand with a good public image .

7

So, if you’re in manufacturing or marketing, your aim is to buildup a brand with a good public image. Remember, by the way, thatwhat your product actually is can be less important than whatconsumers believe it is; in other words, it’s people’s perceptionsthat really matter. But once you’ve achieved your goal, the jobisn’t done. What you now need to do is protect your brand, at allcosts.

2. What do you have to do after people know theimportance of your products ?

To protect my brand , at all costs .

8

So, if you’re in manufacturing or marketing, your aim is to build up abrand with a good public image. Remember, by the way, that what yourproduct actually is can be less important than what consumers believe itis; in other words, it’s people’s perceptions that really matter. But onceyou’ve achieved your goal, the job isn’t done. What you now need to dois protect your brand, at all costs.

Decide whether the sentence is true or false

• ( ) Consumers don’t realize the importance of your productsF

9

So, if you’re in manufacturing or marketing, your aim is to buildup a brand with a good public image. Remember, by the way, thatwhat your product actually is can be less important than whatconsumers believe it is; in other words, it’s people’s perceptionsthat really matter. But once you’ve achieved your goal, the jobisn’t done. What you now need to do is protect your brand, at allcosts.

Complete the following sentence with words from the text

• In commerce , …………………………………. are more importantthan ……………………………………………………

people’s perceptionsyour product

10

So, if you’re in manufacturing or marketing, your aim is to buildup a brand with a good public image. Remember, by the way, thatwhat your product actually is can be less important than whatconsumers believe it is; in other words, it’s people’s perceptionsthat really matter. But once you’ve achieved your goal, the jobisn’t done. What you now need to do is protect your brand, at allcosts.

What do the following pronouns refer to

1. you , your , your , you , your , you , your : …………………………..

2. it : ………………………………..your product

The reader

11

Choose the correct meaning for these words from the text. Circle A or B.

1. manufacturing: A making products B human relations

2. image: A idea that isn’t real B how people see someone or something

3. perceptions: A how people see things B unusual ideas

4. at all costs: A if the price is right B no matter what happens

12

Use the following words to complete the sentences below.

image - at all costs - perceptions - manufacturing

1. She’s very determined. She wants to succeed ……………………….

2. Different people have different………………………. of this product.

3. Famous people are often very careful about their public ……………………… .

4. A lot of jobs have been lost in the …………………………. industries.

at all costs

perceptions

image

manufacturing

13

Best Wishes

Unit -10- Period -2-

Who am I ? ( P. 104)

Khaled Al Astal Rula Al Farra

15

Objectives:

Students are expected to:

Scan the text to get the specific details, then answer the questions.

16

Scan the text to get the specific details, then answer the questions

17

There are various ways a brand can be harmed, or even destroyed.

loses its luxury appeal.

result is often to cheapen the original brand in the public’s eyes, so that it

introduce new products under the same overall name that are cheaper.

special offers like ‘10% off this week’ or ‘Buy one, get one free’. Marketing

Another way of cheapening a brand is by overusing

Paragraph 4

strategies like this may bring good results in the short term, but short-term

One is to

thinking, more often than not, leads to the death of a brand.

The

18

There are various ways a brand can be harmed, or even destroyed. One isto introduce new products under the same overall name that arecheaper. The result is often to cheapen the original brand in the public’seyes, so that it loses its luxury appeal. Another way of cheapening abrand is by overusing special offers like ‘10% off this week’ or ‘Buy one,get one free’. Marketing strategies like this may bring good results in theshort term, but short-term thinking, more often than not, leads to thedeath of a brand.

1. Why is it harmful to introduce cheap products using the same nameof a brand ?

The result is often to cheapen the original brand in the public’s eyes, so that it loses its luxury appeal

19

There are various ways a brand can be harmed, or even destroyed.One is to introduce new products under the same overall namethat are cheaper. The result is often to cheapen the original brandin the public’s eyes, so that it loses its luxury appeal. Another wayof cheapening a brand is by overusing special offers like ‘10% offthis week’ or ‘Buy one, get one free’. Marketing strategies like thismay bring good results in the short term, but short-term thinking,more often than not, leads to the death of a brand.

2. Why is overusing special offers not good for a brand ?

They will cheapen a brand and lead to the death of a brand

20

There are various ways a brand can be harmed, or even destroyed. Oneis to introduce new products under the same overall name that arecheaper. The result is often to cheapen the original brand in the public’seyes, so that it loses its luxury appeal. Another way of cheapening abrand is by overusing special offers like ‘10% off this week’ or ‘Buy one,get one free’. Marketing strategies like this may bring good results in theshort term, but short-term thinking, more often than not, leads to thedeath of a brand.

Decide whether the sentences are true or false1. ( ) To introduce new products under the same overall name can

harm the main brand .

2. ( ) Overusing special offers like 10% never cheapens a brand.F

T

21

There are various ways a brand can be harmed, or even destroyed.One is to introduce new products under the same overall name thatare cheaper. The result is often to cheapen the original brand in thepublic’s eyes, so that it loses its luxury appeal. Another way ofcheapening a brand is by overusing special offers like ‘10% off thisweek’ or ‘Buy one, get one free’. Marketing strategies like this maybring good results in the short term, but short-term thinking, moreoften than not, leads to the death of a brand.

Complete the following sentence with words from the text .

• Some marketing plans my be successful in ……………………………, butthey can seriously ………………..………………………………… .

the short termlead to the death of a brand

22

There are various ways a brand can be harmed, or even destroyed.One is to introduce new products under the same overall namethat are cheaper. The result is often to cheapen the original brandin the public’s eyes, so that it loses its luxury appeal. Another wayof cheapening a brand is by overusing special offers like ‘10% offthis week’ or ‘Buy one, get one free’. Marketing strategies like thismay bring good results in the short term, but short-term thinking,more often than not, leads to the death of a brand.

What do the following word and number refer to .

1. one : …………….…………………………..

2. 10% : ……………………………………………………………….The percentage of Special offers of a brand

One of the various ways

23

Choose the correct meaning for these words from the text. Circle A or B.

1. appeal : A what makes you like something

B what something looks like

2. strategies: A plans

B departments

24

Use the following words to complete the sentences below.

1. We tried several different …………………. , but none of them worked.

2. Part of the ……………………. of this computer is that it looks so good.

strategies

appeal

appeal - strategies

25

Good Bye