UnitThreeFamousBrandNamesUnitThreeFamousBrandNames1Whatareyougoingtodoifyouarerequiredbyyourbossto...sellahousesellahousetoasnailWhatareyougoingtodoifyo2Whatareyougoingtodoifyouarerequiredbyyourbossto...sellarefrigeratorftoanInuitWhatareyougoingtodoifyo3Whatareyougoingtodoifyouarerequiredbyyourbossto...sellaswimmingsuit...toafishWhatareyougoingtodoifyo4Trytodefinetheconcept“salesperson”.Writedownasmanywordsandexpressionsaspossible.Forexample:Apersonwhotriestopersuadeotherstobuyhisproducts.Whatmakesasuccessfulsalesperson?e.g.talkativeListentothesixsecretsofasuccessfulsalesperson:Trytodefinetheconcept“sal5Letmenowsharemysixbusinesssuccess“secrets”withyou:______Theremustbeawillingnesstotakerisks.Youshouldnotriskmorethan youcanaffordtolose,butyoucan’taffordnottotakecertainbusiness risks.______Keepingatightcontrolonexpenses—whileatthesametimeavoiding being“pennywiseandpoundfoolish,”isawisebusinesspractice.______Thebusinesspersonshouldalwayslookforwaystoimprovetheirgoods andservices,aswellaswaystoincreaseefficiencyandexpandtheir marketingreach.______Marketingiseverything.Marketingisthekeytolettingtheworldknow aboutyourproductsandservices.Therehavebeenmanyproductsthat hadgreatsalespotential,buthavefailedowingtopoormarketing.______Providemoreandbetterproductsandservices,tolargernumbersof people,atlesscost.______Anentrepreneurmustdelivergoodqualityproductsandservicesand supportthemwitharesponsibleattitudetowardsshortcomingsand faultyproducts.Relatedtothatisgoodcustomerservice.I’vejustrevealedahandfulofuniversalprinciplesofbusinesssuccess.Ifyouapplythem,theycancontributetowardsyourownbusinesssuccess.346215Letmenowsharemysixbusine6SuccessfulsalespersonsandbrandsHowmanysuccessfulsalespersonscancomeintoyourmind?Whoarethey?e.g.LiJiacheng;BillGatesTakeapieceofpaper,andwritedownallthebrandsyouhaveusedandheardof,howmuchdoyouknowabouttheirwaytosuccess?e.g.Microsoft;FounderHowmanyP&Gproductsyouhaveusedsofar?soap;fancy/toiletsoap;shampoo;creamycleansinglotion;soappowderSuccessfulsalespersonsandbr7BathtubBattleshipsfromIvorydaleGothroughthetextinoneminute,andfindtheexactmeaningofthefollowingnumberinthehistoryofProctor&Gambles.1837$3569.47BeforetheCivilWar1897193330billiondollarsTheP&GwasfoundedinCincinnati,Ohio,byapairofimmigrantsnamedWilliamProctorandJamesGamble.Thefirstsumofmoneypledgedtotheenterprisebyeachofthefounder. TheP&Gsalesreachedonemilliondollars Ivorysoapwasfirstintroducedtothemarketasaninexpensivewhitesoapintendedtorivalthequalityofimportedsoaps.P&G’sOxydolsoappowdersponsoredaradioserial.andsocomethenameofsoapoperalTheproductsofP&GexceedthirtybilliondollarsBathtubBattleshipsfromIvory8FurtherreadingGothroughthetextindetail,andanswerthefollowingquestions:1.Whydoestheauthorsaythat“withabarofIvorySoapinyourhand,youareholdingachunkofAmericanhistory”?TheintroductionofIvorySoapdatesbacktotheyearof1879.ItmusthavewitnessedalotofgreateventsofAmericanhistory.2. Whatdoesthetitle“BathtubBattleshipsfromIvorydale”imply?LittleboysenjoyconvertingIvorySoapintobathtubbattleshipsbecauseofitsfloatingfeature,andIvorydaleisthebirthplaceofthefamousbrandofIvorySoap.FurtherreadingGothroughthe9FurtherreadingGothroughthetextindetail,andanswerthefollowingquestions:3. DoyoubelievethatIvorySoapisreally“aswidelyrecognizedastheWashingtonMonumentandfarmorewellrespectedthanCongress”?Itmaynotbeactuallytrue.ItislikelythattheauthorjustwantstoshowtothereadershowpopularIvorySoapistoAmericans.4. Howdoyouunderstandtheauthor’sdescriptionofIvorySoapasa“phenomenon”?ThepopularityofIvorySoapwithgenerationsofAmericansisratherunusualandbeyondimagination,thusitiscalledaphenomenon.Finishtheexercise3onpage58.FurtherreadingGothroughthe10StructuresGothroughthetextandunderline5sentencesyouthinkworthyofremembering.Andtrytorememberthem.1.Americanmothershavelongbelievedthat

whenitcomestowashingoutthemouthsofnaughtychildren,nothingbeatsIvorySoap.(Para1)2.Thisisbecauseitsreputationforbeingsafe,mild,andpureisassolidandspotlessasthemarbleoftheLincolnMemorial.(Para1)3.IvorysoapisanAmericaninstitution,aboutaswidelyrecognizedastheWashingtonMonumentandfarmorewellrespectedthanCongress.StructuresGothroughthetex114.SosuccessfulwasthisnewproductandthemarketingeffortthatplaceditinthehandsofnearlyeveryAmericanthathecompanysoonbuiltanenormousnewfactoryinaplacecalledIvorydale.(Par4)5.WithabarofIvorySoapinyourhand,youareholdingachunkofAmericanhistory.(Para6)4.Sosuccessfulwasthisnew12Words&ExpressionsWords&Expressions13SuccessfulHaierSuccessfulHaier14HaierReadthroughtheinformationaboutHaieronpage62,andcombinealltheseinformationintoapassage,abiographyofHaier.Andthenintroducehaiertoyourpartnerorally.HaierwasfirstfoundedwithimportedrefrigeratortechnologyfromGermanyin1984.HaerwontheStateprizeforqualitymanagementin1990.HaierwasawardedtheISO9001certificateforproductqualityin1994.HaierreceivedtheISO14001environmentcertificatein1996.HaierwontheCustomerSatisfactionCupin1997.HaierreceivedTUVandVDEcertificatesfromGermany.HaierreceivedaCSAcertificateformCanadaforsafetyandenergyefficiency.HaierReadthroughtheinformat15HaierSeeksCoolU.S.ImageReadthroughthefirstsectionofthetextB,andfillinthefollowingtablewithproperinformation.Usualimageof“Made-in-China”Haier’sambitionHaier’sstrategyRemarkofWal-MartStatusofHaierinmarketcheaptoyschangetheusualimageof“made-in-China”inU.S.competingonimageratherthanpricewithitsrivalsinU.S.andtargetingstudents.They’reanexceptionalvalue.Theyarepopularandbeatingourexpectationsonsales.Theworld’ssecondbiggestmakerofrefrigerators.HaierSeeksCoolU.S.ImageRea16HaierSeeksCoolU.S.ImageReadthroughthesecondsectionofthetextB,andfillinthefollowingtablewithproperinformation.FocusGE,WhirlpoolCorp.MaytagCorp.HaierHaier’sfutureinU.S.marketmainstreamareassuchaslargerefrigeratorsandfreezersrefrigerators4cubicfeetandsmaller–theminibarstomakelargeHaierbrandrefrigerators.thesalesinU.S.maygrowto$1billionby2004;tobuilduptheirlearningcurveintheU.S.,andthenpickupnichmarket.HaierSeeksCoolU.S.ImageRea17HaierSeeksCoolU.S.ImageReadthroughtheThirdsectionofthetextB,andfillinthefollowingtablewithproperinformation.Finishtheexercise10afterreadingthewholepassage.ReasonstobuythebuildinginBroadwayHaier’sstrategiesandplansofferingthecustomerstheproductsthecompetitiondoesn’thaveItplanstolaunchstainlesssteelInternet-linkedappliancesithastakenoutadspaceonacase-by-casebasisontrolleycarsItismanufacturingforsomeofitsrivals.HaierSeeksCoolU.S.ImageRea18WordsandExpressionsWordsandExpressions19UnitThreeFamousBrandNamesUnitThreeFamousBrandNames20Whatareyougoingtodoifyouarerequiredbyyourbossto...sellahousesellahousetoasnailWhatareyougoingtodoifyo21Whatareyougoingtodoifyouarerequiredbyyourbossto...sellarefrigeratorftoanInuitWhatareyougoingtodoifyo22Whatareyougoingtodoifyouarerequiredbyyourbossto...sellaswimmingsuit...toafishWhatareyougoingtodoifyo23Trytodefinetheconcept“salesperson”.Writedownasmanywordsandexpressionsaspossible.Forexample:Apersonwhotriestopersuadeotherstobuyhisproducts.Whatmakesasuccessfulsalesperson?e.g.talkativeListentothesixsecretsofasuccessfulsalesperson:Trytodefinetheconcept“sal24Letmenowsharemysixbusinesssuccess“secrets”withyou:______Theremustbeawillingnesstotakerisks.Youshouldnotriskmorethan youcanaffordtolose,butyoucan’taffordnottotakecertainbusiness risks.______Keepingatightcontrolonexpenses—whileatthesametimeavoiding being“pennywiseandpoundfoolish,”isawisebusinesspractice.______Thebusinesspersonshouldalwayslookforwaystoimprovetheirgoods andservices,aswellaswaystoincreaseefficiencyandexpandtheir marketingreach.______Marketingiseverything.Marketingisthekeytolettingtheworldknow aboutyourproductsandservices.Therehavebeenmanyproductsthat hadgreatsalespotential,buthavefailedowingtopoormarketing.______Providemoreandbetterproductsandservices,tolargernumbersof people,atlesscost.______Anentrepreneurmustdelivergoodqualityproductsandservicesand supportthemwitharesponsibleattitudetowardsshortcomingsand faultyproducts.Relatedtothatisgoodcustomerservice.I’vejustrevealedahandfulofuniversalprinciplesofbusinesssuccess.Ifyouapplythem,theycancontributetowardsyourownbusinesssuccess.346215Letmenowsharemysixbusine25SuccessfulsalespersonsandbrandsHowmanysuccessfulsalespersonscancomeintoyourmind?Whoarethey?e.g.LiJiacheng;BillGatesTakeapieceofpaper,andwritedownallthebrandsyouhaveusedandheardof,howmuchdoyouknowabouttheirwaytosuccess?e.g.Microsoft;FounderHowmanyP&Gproductsyouhaveusedsofar?soap;fancy/toiletsoap;shampoo;creamycleansinglotion;soappowderSuccessfulsalespersonsandbr26BathtubBattleshipsfromIvorydaleGothroughthetextinoneminute,andfindtheexactmeaningofthefollowingnumberinthehistoryofProctor&Gambles.1837$3569.47BeforetheCivilWar1897193330billiondollarsTheP&GwasfoundedinCincinnati,Ohio,byapairofimmigrantsnamedWilliamProctorandJamesGamble.Thefirstsumofmoneypledgedtotheenterprisebyeachofthefounder. TheP&Gsalesreachedonemilliondollars Ivorysoapwasfirstintroducedtothemarketasaninexpensivewhitesoapintendedtorivalthequalityofimportedsoaps.P&G’sOxydolsoappowdersponsoredaradioserial.andsocomethenameofsoapoperalTheproductsofP&GexceedthirtybilliondollarsBathtubBattleshipsfromIvory27FurtherreadingGothroughthetextindetail,andanswerthefollowingquestions:1.Whydoestheauthorsaythat“withabarofIvorySoapinyourhand,youareholdingachunkofAmericanhistory”?TheintroductionofIvorySoapdatesbacktotheyearof1879.ItmusthavewitnessedalotofgreateventsofAmericanhistory.2. Whatdoesthetitle“BathtubBattleshipsfromIvorydale”imply?LittleboysenjoyconvertingIvorySoapintobathtubbattleshipsbecauseofitsfloatingfeature,andIvorydaleisthebirthplaceofthefamousbrandofIvorySoap.FurtherreadingGothroughthe28FurtherreadingGothroughthetextindetail,andanswerthefollowingquestions:3. DoyoubelievethatIvorySoapisreally“aswidelyrecognizedastheWashingtonMonumentandfarmorewellrespectedthanCongress”?Itmaynotbeactuallytrue.ItislikelythattheauthorjustwantstoshowtothereadershowpopularIvorySoapistoAmericans.4. Howdoyouunderstandtheauthor’sdescriptionofIvorySoapasa“phenomenon”?ThepopularityofIvorySoapwithgenerationsofAmericansisratherunusualandbeyondimagination,thusitiscalledaphenomenon.Finishtheexercise3onpage58.FurtherreadingGothroughthe29StructuresGothroughthetextandunderline5sentencesyouthinkworthyofremembering.Andtrytorememberthem.1.Americanmothershavelongbelievedthat

whenitcomestowashingoutthemouthsofnaughtychildren,nothingbeatsIvorySoap.(Para1)2.Thisisbecauseitsreputationforbeingsafe,mild,andpureisassolidandspotlessasthemarbleoftheLincolnMemorial.(Para1)3.IvorysoapisanAmericaninstitution,aboutaswidelyrecognizedastheWashingtonMonumentandfarmorewellrespectedthanCongress.StructuresGothroughthetex304.SosuccessfulwasthisnewproductandthemarketingeffortthatplaceditinthehandsofnearlyeveryAmericanthathecompanysoonbuiltanenormousnewfactoryinaplacecalledIvorydale.(Par4)5.WithabarofIvorySoapinyourhand,youareholdingachunkofAmericanhistory.(Para6)4.Sosuccessfulwasthisnew31Words&ExpressionsWords&Expressions32SuccessfulHaierSuccessfulHaier33HaierReadthroughtheinformationaboutHaieronpage62,andcombinealltheseinformationintoapassage,abiographyofHaier.Andthenintroducehaiertoyourpartnerorally.HaierwasfirstfoundedwithimportedrefrigeratortechnologyfromGermanyin1984.HaerwontheStateprizeforqualitymanagementin1990.HaierwasawardedtheISO9001certificateforproductqualityin1994.HaierreceivedtheISO14001environmentcertificatein1996.HaierwontheCustomerSatisfactionCupin1997.HaierreceivedTUVandVDEcertificatesfromGermany.HaierreceivedaCSAcertificateformCanadaforsafetyandenergyefficiency.HaierReadthroughtheinformat34HaierSeeksCoolU.S.ImageReadthroughthefirstsectionofthetextB,andfillinthefollowingtable