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  1. Use one expression from each of the groups in sentences of your own.

Reading

Selling Dreams

Ferrari, Italy’s maker of sports and racing cars is one of the most famous brands in the world. The company got its high reputation among the world’s corporate giants almost without the help of an advertising department. Only in 1993 Ferrari created a marketing department. It just doesn’t need any

extra advertising. Only parking these exciting automobiles is enough to draw a crowd.

Customers are now spending more money on products they desire rather than on products they simply need. All companies must therefore produce goods of very high quality. Like Ferrari, all companies must create and sell “dreams”, which possess certain emotional qualities that match customers’ strongest desires.

Statistics for luxury goods shows some interesting facts. The largest market for the car maker’s products in the world is Switzerland, with 220 Ferraris sold in 1997. The company, on the other hand, sells only 2.7% of its cars to women. Rolex and the highest number of luxury watches are sold in Italy, while Japan continues to be the leading market in the world for leather goods from Gucci and Ferragamo.

China, amazingly, appears to be drinking a lot of Hennessy cognac.

1. Answer the following questions on the text:

  1. Which are the biggest markets for these products?

  1. Ferraris

  2. Rolex watches

  3. Leather goods

  4. Hennessy cognac

  1. What do these numbers in the article refer to?

  1. 1993

  2. 220

  3. 1997

  4. 2.7

  1. What was unusual about Ferrari’s marketing until 1993?

  2. What should all modern companies do?

2. Discuss these questions.

  1. Which companies and products in your country are you most proud of?

  2. Why do you think customers are now spending more money on products they desire rather than on products they need?

  3. What do you think is the difference between a need and a desire? Give examples.

Grammar review

1. Make up general questions from these statements.

  1. He likes efficient people.

  2. He caught the plane.

  3. She can meet Simon on Wednesday.

  4. She was at the meeting.

  5. They went to the conference.

  6. You met the deadline.

2. Using question words from below make up special questions to the following statements.

Where Who When How many How often

  1. I bought five CDs.

  2. They go there twice a week.

  3. I live in New York.

  4. She wants the report tomorrow.

  5. We work with Susan.

  6. They came because they wanted to see me.

  7. He is always late because he lives a long way away.

  8. I interviewed Peter.

3. Finish the following statements to make them disjunctive questions.

  1. You bought these shoes in the department store, .......................?

  2. They will arrive next week, ................?

  3. I am experienced enough, .................?

  4. He has attended these courses, ..................?

  5. You often go abroad on business, ...............?

  6. Marion is not a sales manager, ..................?

  7. We haven’t received the pre-course information, ...............?

  8. They enjoyed the presentation, ..................?

Skills

Telephoning. Exchanging information

1. Pronounce the following numbers correctly.

244252

881990

02080451930

003323990324

2. Write down some telephone numbers you know. Dictate them to a partner. Check that your partner has written the numbers correctly.

3. Choose an address and dictate it to a partner. Spell each word when you dictate. Check that your partner has written the information correctly.

4. Read the following dialogue and answer the questions.

A Hello, Fiona. This is Martin. How are things going?

B Fine, thanks.

A I’m calling about one of my biggest customers who will be visiting

London next week. She’d like to have a meeting with you.

B Fine. Could you give me a few details? What’s her name?

A It’s Mrs Young Joo Chan.

B Sorry, I didn’t catch that.

A Young Joo Chan. I’ll spell that for you. Y-O-U-N-G J-O-O C-H-A-N.

She’s Korean actually. She is Chief buyer for HDS. Let me give you her

telephone number: 822 0735 8879. OK? Why not give her a ring? She is

expecting to hear from you.

B I’ll do that. But first, let me read that back to you. It’s Young Joo Chan

from HDS. Telephone number 822 0735 8875.

A No, 8220735 8879.

B OK, I’ve got that. Just one more thing. Did she say when she’d like to

meet?

A Yes, she said next Thursday or Friday – that’s the 17th or 18th.

B What about Friday the 18th? I’ll give her a call. Right, I think that’s

everything.

A Fine. Bye for now.

B Bye.

    1. What’s the customer’s name?

    2. What nationality is she?

    3. What’s her telephone number?

    4. What is the meeting day and date?