Ingles

Unit 1.

Unit 1. 1

Unit 1. Brands. 1

Made in Europe (8th page) 1

Harley Davidson (10th page) 2

JCB (10th page) 2

Business brief 2

End of teachers’ book. Branding: A crucial defence in guarding market share 3

End of teachers’ book. The challenge of turning a brand into an object of love. 3

Unit 2. Travel. 4

Road rages in the sky (17th page) 4

(20th page) 4

Buisness brief 5

End of teachers’ book. Wireless Internet: Demands of a more mobile workforce 5

End of teachers’ book. Corporate road warriors 6

Unit 3. Organisation. 6

Dirty Business, Bright Ideas (24th page) 6

Business brief. 7

End of teachers’ book. Happy staff is not the full answer 7

End of teachers’ book. The engineer of the humane corporation 8

Unit4. Change. 9

US department stores launch counter-attack (31th page) 9

Business brief. 9

End of teachers’ book. Shake-ups that leave us shaken but not stirred 10

End of teachers’ book. Coastal wealth radiates across inland China 10

Unit 5. Money. 11

Target Stores (42th page) 11

Business brief. 12

End of teachers’ book. Megane sales drive Renault to top position 12

End of teachers’ book. Shares fall as BSkyB plans for long-term 13

Unit 6. Advertising. 13

What makes Nike's advertising tick?(48th page) 13

Business brief. 14

End of teachers’ book. American dream gets a Latino beat 15

End of teachers’ book. The anti-ad brigade 15

Unit 8. Employment. 16

Motivating high-calibre staff 16

Buisness brief 17

End of teachers’ book. The money move 17

End of teachers’ book. Voodoo expense 18

Unit 1. Brands.

Made in Europe (8th page)

Almost every fashion label outside the top super-luxury brands is either already manufacturing in Asia or 5 thinking of it. Coach, the US leather goods maker, is a classic example. Over the past five years, it has lifted all its gross margins by (10) manufacturing solely in low-cost markets. In March 2002 it closed its factory in Lares, Puerto Rico, its last company-owned plant, and (15) outsources all its products. Burberry has many Asian licensing arrangements. In 2000 it decided to renew Sanyo's Japanese licence for (20) ten years. This means that almost half of Burberry's sales at retail value will continue to be produced under license in Asia. At (25) the same time however, Japanese consumers prefer the group's European-made products. Sanyo is now reacting to 30 this demand for a snob alternative to the Burberry products made in its factories across Asia by opening a flagship store in 35 Tokyo's Ginza, where it sells Burberry products imported from Europe. In interviews with the FT, many executives say the top (40) luxury brands will continue to be seen, particularly in Asia, as European. Domenico De Sole of Gucci says: 'The Asian consumer 45 really does believe - whether it's true or not - that luxury comes from Europe and must be made there to be the best.' Serge Weinberg, Chief 50 Executive of Pinault Printemps Redoute, which controls Gucci, says it will not move Gucci's production offshore. Yet some in the 55 industry recognize that change may be round the corner even for the super-luxury brands. Patrizio Bertelli, Chief Executive of 60 Prada, says: 'The "Made in Italy" label is important but what we are really offering is a style, and style is an expression of culture.' He 65 therefore recognizes that quality fashion items may not always need to be produced in Italy. Amitava Chattopadhya. 70 Professor of Marketing at Insead, the business school. says: A brand is a set of associations in the mind of the consumer and one of 75 these is the country of origin. For luxury goods, the role of the brand is crucial. To damage it is a cardinal sin and no brand manager will 80 want to get the balance between manufacturing location and the brand image wrong.

From the Financial Times

Harley Davidson (10th page)

In 2003 the Harley Davidson brand was 100 years old. Although its brand image is based on the spirit of wild and rebellious youth such as Marlon Brando in the film The Wild One (1954), the typical consumer is very different. They are likely to be rich, middle-aged accountants trying to recapture their youth. The average age of Harley Davidson customers is 46 compared with 36 for the rest of the motorbike industry. At the party to celebrate the centenary, the surprise performer was actually Elton John, rather than the Rolling Stones who many people had expected. This caused many of the 150,000 riders and dealers to leave the event very unhappy. Although sales and earnings for Harley Davidson have been increasing for the past 18 years, many people see trouble on the road ahead. The problem is Harley Davidson's typical customers come from the baby-boom generation (1946-1964) and, as these customers get older, Harley Davidson may find its market shrinking.

JCB (10th page)

JCB is a world-famous engineering company. It was founded in 1945 by Joseph Cyril Bamford. He began his business working alone in a small garage. JCB makes construction and agricultural equipment such as tractors, earth-moving vehicles and loading machines. Now its world headquarters in England is one of the

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