Unit 7
Products and service
1
Products and service
2
Brand
CONTENTS
3
4
Making an order
Report writing
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7.1 Objectives
• Ss can describe a product or service
• Ss can use the comparatives and superlatives
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1.Products and service
• Visible Product
• Invisible product—
Service
• Travel Agent
• Bank
• Hotel
• Internet Provider
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1.Products and service
• Warming-up question:
How do you describe a product?
From which aspects?
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1.Products and service
Warming-up exercise:
Look at these words
for describing a
product:
• Robust plastic easy-touse metal
• Round wood attractive
leather square sphere
cotton wool cube
good-value cone
triangle flexible longlasting
Put them into categories
like this:
• Shape
Robust Round square
sphere cube cone triangle
• Material
Plastic metal wood leather
cotton wool
• Quality
easy-to-use attractive good-value
flexible long-lasting
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1.Products and service
• Comparative form
• Compare an object with
another or other similar
objects.
• The PC is more
expensive than the
printer.
• Superlative form
• Compare an object with
the whole group.
• The laptop is the most
expensive item.
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1.Products and service
• We also use as +adjective+as
• The PC isn’t as expensive as the laptop.
• We can use comparative form to show that
something is changing.
• These system are becoming cheaper and
cheaper.
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1.Products and service
• How do you describe your internet service
provider? From which aspects?
• Speed
• Technical support
• Monthly charge
• …
• Rate our service form
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2. Brand
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7.2 Objectives
• Ss know the defination of brand and its key
elements
• Ss can talk about brand streching
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What is brand?
A Brand is a promise…….
a promise of fulfilling the dream;
a promise of making you exclusive;
a promise of ensuring your prestige;
It’s a solution to your problems.
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Key elements of brand
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Brand name
Corporate brands
Product branding
Product branding
For more information you can read
Brand-building
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Expressions for reference
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a brand represents a certain culture 一个品牌代表一个文化
be attracted by the quality brand image 被优质品牌形象所吸引
the brand name carries high credibility 名牌具有很高的可信度
brand leader 畅销品牌
have a strong sense of brand loyalty 有强烈的品牌信赖感
good after-sales service 良好的售后服务
have confidence in the reliability of the product
信赖产品的可靠度
• consistent quality 稳定的质量
• user-friendly design 方便用户使用的设计
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Brand stretching
Warming-up questions
• Which supermarket is your favourite?
• Will you buy their own brand
products?
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• Brand extension
• Brand extension
refers to the use of a
successful brand
name to launch a
new or modified
product in a same
broad market.
• Brand stretching
• Brand stretching
refers to the use of
an established brand
name for products in
unrelated markets.
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Brand stretching
Advantages:
• Less risk
• People are more likely to trust
• Low promotional cost
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3. Making an order
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7.3 Objectives
• Ss know how to fill in the order form
• Ss can describe the dimension of a product
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3. Making an order
• What are the main parts of an order form?
1.Shipping information
Name Address Phone number
2. Product description
Item number Unit price Quantity Colour Size
3.Payment terms
Cash Credit card
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3. Making an order
How do you enquire the size of a product?
• Usually we have two ways:
1. What’s the length of the sheet?
2. How long is that sheet?
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3. Making an order
• Try to rewrite the following sentences in the other
way.
1. What’s the height of that lamp?
2. How high is that lamp?
3. What’s the diameter of the wheel?
4. How big is that wheel?
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3. Making an order
• We use the height , the width, the length to
describe the dimension of a product.
• For example ：
The box is 3cm high, 4 cm wide and 5cm long.
The dimension of this box is 3cm*4cm*5cm
You can say ‘three by four by five’.
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3. Making an order
• Listen to the telephone conversation and
complete the misssing information.
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Size of FC 12W
Height____cm
Width____cm
Depth____cm
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Price
FC12W: ￡____
FC12M: ￡____
Colours
FC12W:___wood finish
FC12M:blue,___or grey
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3. Making an order
• Listen again and focus on the expressions they
use when placing an order.
• Good morning, Office Design. How can I help
you?
• And how high is your desk?
• So you haven’t got one in plastic?
• What colours do they come in?
• How much do they cost?
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4. Report writing
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7.4 Objectives
• Ss know how to write a report
• Ss know the expressions for report writing
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Report writing
Report writing can take many forms:
A short memorandum （便函）
A few pages of notes （简短记录）
A standard progress report （标准的进度报告）
A formal research report (正式的研究报告)
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Report writing
The stages of report writing
1. Identifying the purpose of the report
• To inform
• To persuade
• To instruct
• To make recommendations
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Report writing
2. Defining the problem, the issue to be reported
on:
• What is the issue?
• Where is the issue?
• When is the issue?
• How big is this issue?
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Report writing
3. Identifying what information is needed:
• Questionnaires?
• Interviews?
• Research?
• Observation?
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Report writing
4. Recording the information
• Record your information clearly and accurately.
• Select only information which is relevant to the
purpose of the report.
• Arrange the information in descending order of
importance.
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Report writing
5. Drawing conclusion:
• Draw your conclusions based on the evidence
gathered.
• All generalizations or conclusions must be
based on verifiable, relevant facts.
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Report writing
6. Making recommendations:
• A recommendation is a suggested strategy to
solve the problem.
• Decide in which direction the facts point.
• Follow logically and directly from the
conclusions.
• Arrange the recommendations in descending
order of importance.
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Report writing
• Pay attention to your paragraph structure
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Report writing
Tile
A report on…
Introduction
This report has been written because ....
Finding
The major finding of the investigation was that...
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Report writing
• Conclusions
• The main conclusion that can be drawn is
therefore that...
• Recommendations
• In the light of these conclusions, I recommend
that _____ should be ____
• Expressions for report writing
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