unit 12 reputations cankaya university - office of basic and elective courses- english unit

UNIT 12

REPUTATIONS

CANKAYA UNIVERSITY - OFFICE OF BASIC AND ELECTIVE COURSES- ENGLISH UNIT

TALKING BUSINESS French champagne producers have successfully stopped

other makers of sparkling wine from calling their products champagne.

1.How do you think French producers managed to do this?2.What producers from your country have an international

reputation?3.How easy is it to build and protect a reputation?


LISTENING


reputation(n) :Definition : the opinion that people have about

someone or sthSynonyms : fame

Collocations : good/bad/excellent/worldwide reputation

Ex: The fast food company, McDonalds, has a worlwide reputation.

Ex: Oxford University has an excellent reputation.Ex: She was a good lawyer with a reputation for

honesty.CANKAYA UNIVERSITY - OFFICE OF BASIC AND ELECTIVE COURSES- ENGLISH UNIT

turning point(n) :

Definition : the time when an important change starts

Collocations : turning point in

Ex: Meeting her was a turning point in my life.Ex: The fall of Berlin Wall marked a turning point in

East-West relations.Ex: Merging with Turkcell was a turning point for

Superonline.


renowned(adj) :

Definition : known and admired by a lot of people (=esp for sth particular-a skill,quality,success)

Synonyms : famous

Ex: Cyprus is an island renowned for its beauty.Ex: He’s renowned as a brilliant speaker.Ex: Dr. Öz is a world renowned doctor in surgery field.


prestigious(adj) :

Definition : admired as one of the best and most important

Ex: Harvard is a highly prestigious university.Ex: The Oscar awards are the most prestigious prizes in

arts.Ex: Eurovision is a prestigious event for musicians.


notorious(adj) :Word Formation :

Definition : famous or well-known for sth badSynonyms : infamousAntonym :Collocations : notorious for

Ex: English football fans are notorious for their drunkenness

Ex: This area is notorious for drug selling.Ex:


maligned(adj) :

Definition : saying unpleasant things about someone or sth that are untrue

Ex: a maligned politicianEx: She was repeatedly maligned in the newspapers.


eminent(adj) :

Definition : famous, important and respected.

Ex: She’s an eminent psychologist at the Harvard Medical School.

Ex: Einstein was an eminent man of Physics.Ex: Chanel is an eminent designer.


legendary(adj) :

Definition : very famous and admired

Ex: Lonnie Johnson is a legendary blues gitarist.Ex: Madonna’s stage performances are legendary.Ex: Palm-tree resort is one of the legendary tourism

destinations in the world.


LISTENING1.Charlotte Gadsby, a motoring expert, talks to Gavin Strange. In

Part A, Charlotte and Gavin discuss how a manufacturer’s reputation can change. Listen and answer questions 1-4.

1. How easy is it for a company to regain a good reputation once it’s lost?

2. How bad was Skoda’s reputation in the UK?3. What was the turning point for the company?4. How did Skoda win back the trust of the public?


LISTENING1. How easy is it for a company to regain a good reputation

once it’s lost?It’s possible, but it requires time and commitment2. How bad was Skoda’s reputation in the UK?Very bad- it was known as “the brand from hell” & there were

many jokes about Skoda cars.3. What was the turning point for the company?It was taken over by Volkwagen in 1991.4. How did Skoda win back the trust of the public?It appealed to the buyer’s rational side, emphasized the

reliability, safety, and good value of the car, and used an ironicad campaign.


LISTENING2.Listen to Part B of the recording. Answer these questions.

1. What is the Skoda Superb?

2. How is it different to other vehicles in the Skoda range?


LISTENING1. What is the Skoda Superb?It was the original, legendary, prestigious car, which

stopped production when Skoda was bought under state control in former Czechoslovakia. It has been resurrected by Volkswagen and is being marketed as a luxury car, competing with Jaguar and BMW.

2. How is it different to other vehicles in the Skoda range?It targets a different market: the upper-middle market, as

opposed to non-status-conscious “ordinary people” market.


LISTENING3.Marketing people sometimes use the VALS classifications to

describe consumers.

Read the tip on VALS segmentation.Listen to part B again and explain what kind of car the following

groups would buy:

Achievers: ....................................................... Emulators:....................................................... Survivors:........................................................


More luxurious cars such as Jaguars or BMWs

The old pre-Volkswagen Skodas

Jaguars or BMWs , possibly the Skoda Superb

LISTENING4. Below are some of the words used to describe reputations in

listening.

Luxury: ................... Renowned : ............ Prestigious:............. Notorious : .............. Legendary:................. Maligned:.................. Eminent :..................... Reliable :....................... Trustworthy:.................


1. Which two words carry negative connotation?

2. Which two words can be made negative by using the

prefix –un ?

Well-known & respected

Of high status

Famous for being bad

Very famous & admired

Having negative, unfair things said about it

Well-known & very highly thought of

Sth that won’t break down

Honest (of a person),dependable

NotoriousMaligned

Unreliable Untrustworthy

READING


on the bring of sth (prep phr) :

Word Formation :

Definition : Synonyms :Antonym :Collocations :

Ex:Ex:Ex:


morph into (phr v) :

Definition : develop a new appearance or change into sth else

Synonyms : transfrom, turn into

Ex: The river flooded its banks and morphed into a giant sea

Ex: Even as people try to learn how to use them, computers are morphing into sth new.


eclectic (adj) :Definition : including a wide variety of different things

or peopleSynonyms : diverse

Ex: The album features an eclectic collection of old blues, jazz, and romantic pop standards.


revitalize (v) :

Definition : to put new strength or power into sthSynonyms : revive

Ex: Large cities across the nation are revitalizing their business districts.

Ex: Authorities claim that a short nap reduces tension and revitalizes you.

Ex: The government has created a project to revitalize the tourism destination in the south.


wunderkind (n) :

Word Formation :


Ex:Ex:Ex:


eliminate (v) :

Word Formation : -Definition : to get rid of sth that is unwanted or

unnecessarySynonyms : get rid ofAntonym : - Collocations : -

Ex: The credit card eliminates the need for cash.Ex: There is no solution taht will totally eliminate the theft. Ex: He believes that technological progress will eliminate

the lack of resources. CANKAYA UNIVERSITY - OFFICE OF BASIC AND ELECTIVE COURSES- ENGLISH UNIT

me-too brand(adj.ph) :

Word Formation :

Definition : a brand that copies another brand that is already successful

Synonyms :Antonym :Collocations :

Ex:Ex:Ex:


crucial(adj) :

Definition : extremely important, because everything else depends on it

Synonyms : vitalCollocations : crucial to

Ex: This aid money is crucial to the government’s ecomonic policies.

Ex: Parents have a crucial role in preparing their children for adult life.

Ex: Choosing a career is a crucial decision to make.CANKAYA UNIVERSITY - OFFICE OF BASIC AND ELECTIVE COURSES- ENGLISH UNIT

reluctant(adj) :Definition : slow and unwillingSynonyms : unwilling

Ex: He was reluctant to talk about his childhood.Ex: Becoming a donor is a simple process, but many

people remain reluctant.Ex: Some of the older staff were reluctant to use new

technology.


shift(v)(n) :

Definition : to move from one place or position to another ; to make sth do this

Synonyms : change

Ex: Investors were shifting funds from the U.S. to Asian stocks.

Ex: He shifted his position to get a better view of stage.Ex: The emphasis is shifting from oil towards

renewable sources of energy.


READING 1. Read the text about Puma quickly and find out what these

numbers refer to?

26 29 60s 250.000.000 1993 168.71 1.500.000


READING

26 The percentage by which German shares of Adidas Saloman

have risen since 7 March 2003 29 The age of Puma’s chief executive , Jochen Zeitz, when he joined

the the company in March 1993. 60s The average age of chief executives in Germany 250.000.000 The amount, in dollars, by which Puma was in debt ten years

ago


READING

1993 The year that Jochen Zeitz became chief executive of Puma

168.71 The share price in euros of Puma’s Frankfurt-traded shares

1.500.000 The number of cheap sneakers in the Puma warehouse ten

years ago.


READING 2. Summarize the changes that Jochen Zeitz made in these three

keys areas:

Personnel / management Marketing Production

3. How has the company’s philosophy changed under Jochen Zeitz?

4. Is he a business hero?


READING 2. Summarize the changes that Jochen Zeitz made in these three keys

areas: Personnel / managementHe reduced the workforce by nearly 50%, getting rid of many of the top

managerial staff.

MarketingHe targeted consumer segments like snowboards, car-racing fans, and

yoga enthusiasts; he catered to the varying tastes of Asian, North American, and European consumers; he forced the company to think more about the consumer.

ProductionHe shifted production to contractors in China, Vietnam, and Taiwan; he

made the production managers move away from expensive German production methods.


READING

3. How has the company’s philosophy changed under Jochen Zeitz?

The company no longer considers Germany to be the centre of the universe, but accepts the need to focus on te needs of different consumers around the world. It has repositioned Puma clothing and footwear from being exclusively a sportswear brand that only appealed to athletes, to being a leisurewear brand that appeals to many different consumer segments.

4. Is he a business hero?


READING 5. Search the text for the words and expressions which match

these definitions.

1. On the edge of financial disaster (p1)2. A place where you store your goods (p1)3. Transformed itself (p3)4. Moved mannufacturing from one place to another (p5)5. Taken from many different styles and ideas (p5)6. A product copying another company’s earlier/more successful product (p6)7. Put new life and energy into sth (p6)


On the brink of bankruptcy

warehouse

morphed

Shifted productioneclectic

A me-too brand

revitalize

WORKBOOK


revival (n) :

Word Formation :

Definition : when sth becomes popular againSynonyms :Antonym :Collocations :

Ex: The revival of Puma was a result of new design.Ex: Opera is enjoying a revival.Ex: Traditional Turkish music is enjoying a revival

nowadays.CANKAYA UNIVERSITY - OFFICE OF BASIC AND ELECTIVE COURSES- ENGLISH UNIT

turnaround (n) :Word Formation :

Definition : a complete change from a bad situtation to a good one.

Synonyms :Antonym :Collocations :

Ex: In recent years, we have experienced remarkable turnaround in our economy.

Ex: Jenkins is confident that the company will make a major turnaround this year.

Ex: The team’s dramatic turnaround is attributed to their new coach Bill Synder.


live down (phr v) :

Word Formation :


Ex:Ex:Ex:


boil down (phr v) :

Word Formation :


Ex:Ex:Ex:


lousy(adj) :

Word Formation :

Definition : of very bad qualitySynonyms : awful, terribleAntonym :Collocations :

Ex: The food was lousyEx: I worked every lousy job in the town.Ex: The weather has been lousy all week.


unit 12 reputations cankaya university - office of basic and elective courses- english unit

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