Qskill business english, english language, Summaries of English Language

Download Qskill business english, english language and more Summaries English Language in PDF only on Docsity! - Marketing 2 UNIT1 Why does something become popular? a eee eee Ree claire) fTeiad tate SUR tg Pele RET writing a descriptive paragraph present continuous Why does something become popular? A. Discuss these questions with your classmates. 1. Do you and your friends like the same things? Do you wear the same clothes? Why do you think that is? 2. Look at the photo. Describe the people in the picture and what they are doing. What do you think makes a new product exciting? B. Listen to The Q Classroom online. Then answer these questions. 1. Yuna thinks that popularity grows by word of mouth. Do you think that is true? 2, What is an example of another reason that something becomes popular? Go to the online discussion board to discuss the Unit Question with your classmates. Practice > Unit 1 > Activity 1 Read the articles. Gather: information and ideas to write.a scriptive paragraph about acufrent trend and why itis popular. OBJECTIVE on TV shows. His blenders became.much more popular, and he sold a jot more of them. The company that makes Doritos™, a snack food, had a different idea about creating buzz. They decided to get their customers involved. asked viewers to choose the.ads that-they liked the best. This created buzz because people like to participate and express their own opinions. Another way to make a product popular is to connect it in people’s minds with something that they see often. To improve sales, the maker of So ihey began a competition. They asked custamers to make their own TV ads, Then they would think of Kit Kat™ bars. They were right. Sales improved by@ore than 50 percep>when people connected Kit Kat™ bars with coffee. customers to get involved, or connecting the product with something that people see regularly. Whatever method is used, the result is clear: more buzz and more popularity. B. IDENTIFY Match each product to the type of advertising used for it. _ 1. Red Bull™ a. asked customers to make TV ads i. 2. Blendtec™ b. connected the product with coffee _ 2-3. Doritos™ c. used a skydiver 4, Kit Kat™ bars d. used their product to cut things to pieces C. IDENTIFY Write the correct paragraph number next to each idea from the reading. Then underline the sentence where you found the answer. 4 a. People like to participate and express their own opinions. b. Sometimes companies do semprising things to get people talking about a product. . Advertisers try to create buzz about their products. Advertisers use different ‘ways to make their products popular. a ie. 6. de 2 e. Some companies like to hold unusual events. 3 bh When people are surprised, they may talk about what they have seen. 6 UNIT1 Why does something become popular? S 1. 2. 3. 4. EXPLAIN Answer the questions. Then circle the answer in the reading. . What does the word buzz mean? It means people's discussion about the product. . How high was Felix Baumgartner when he jumped from space? 39 kms . How fast did Felix Baumgartner travel on his skydiving adventure? 1300km/h . What items did Tom Dickson put in his blenders? smartphones, rakes . What method did Kit Kat™ use to get people to buy more candy? They use advertisement that connect kit kat bars with coffee . By how much did Kit Kat™ sales improve? by more than 50 percent . Why do companies want to create buzz about their products? Because these buzz make the product become more popular. EXPLAIN Complete each statement. Why did people talk about these products? People talked about Red Bull™ because it's unusual event People talked about Blendtec™ because _it make people surprise People thought about Doritos™ because _ they succeed in get their customers involved their marketing campaign People thought about Kit Kat™ because _they succeed in connect their product with a drink people see regularly iQ: PRACTICE. Go online for additional reading and comprehension. Practice > Unit 1> Activity 4 WRITE WHAT YOU THINK A. DISCUSS Discuss these questions in a group. 1. 2. Which type of advertising from the reading do you think is most successful? What is an advertisement that you can remember? Why do you remember it? READING1 7 B. EXTEND Choose one question from Activity A and write a response. Look back at your Quick Write on page-5 as you think about what you learned. Question: My Response: A paragraph is a group of sentences about one topic. The main idea of a paragraph is the most important point about the topic. You can often find the main idea in the first or second sentence of a paragraph. This is the topic sentence. The other sentences help explain or support the main idea. Identifying the main idea of a paragraph will help you to understand and remember what you read, iQ: RESOURCES: Go online to watch the Reading Skill Video. Resources > Video > Unit 1> Reading Skill Video A. IDENTIFY Read the paragraphs. Then circle the main ideas. gac chuyén gia _ : mua hang 1. Experts often influence our actions and purchases. For example, a doctor ona TV health show may recommend a medication. Because the doctor is an expert in healthcare, we expect her to be very knowledgeable about what medicines are best: We are more likely to follow her advice. ngui tiéu ding _ viéc mua hang 2. Other consumers also influence our purchases, When a consumer uses a product, we listen to his or her opinion. On the Internet, consumers can write their opinions about products. For example, on some travel websites, people write fevieWs of hotels and restaurants. Online bookstores share reviews from ordinary people. These websites are very popular because they-show that people are interested in consumers’ opinions. B. IDENTIFY Read the questions. Look back at Reading 1 on pages 5-6. Circle the correct answer for each question. Then write the key sentence from Reading 1 that helped you find the answer. 1. Whatis the main idea of paragraph 2? a. Felix Baumgartner set a new world record for skydiving from space. b. Drinking Red Bull™ may give you more energy. © More companies are using unusual events to make people excited about their products. Key sentence: 8 UNIT1 Why does something become popular? WORK WITH THE READING ® A. INVESTIGATE Read the article and gather information about why something becomes popular. HOW DO YOU DECIDE? 1 How do you decide what clothing or book to buy or which restaurant to eat at? You may think that you decide for yourself. But according to studies of human behavior, people around us greatly influence our choices and decisions. hiéu wng xa hdi Psychologists say that “social proof” influences us. Social proof is how other people’s : actions influence us. When we are not sure what i to do, we laok at what others are doing. The ra | actions of other people are the “proof” of thehiéu ung i fight thing te do. One exam le of this is a sidewalk expe iment. It you ‘stand stilon a busy sidewalk and look up into the sky, no one will copy your Factions. As one person, you probably won’t i influence other strangers. Bui social researchers ! discovered something interesting in New York | City. When a group of four people looked up at the sky on a busy sidewalk, 80% of the passersby” 7 proof: facts that show something is true ? passersby: people who are waking by a place ngudi qua du’ong a khan tam da dc giat looked up at the sky. The passersby thought the four people must know something special. A group of people influences the behavior of others. cac doanh nghiép Businesses are very interested in understanding social proof. They want to influence us to buy their products. For that reason, social proof is very important in advertising. Four groups consumers! 6H Una end Fst fs . a , experts often influence our actions and purchases. For example, an expert on a TV health show may recommend a medicine. Because the expert is knowledgeable, we may follow the advice. Advertisers use experts for social proof. Other consumers also influence our purchases and show social proof. When a consumer uses a product, we listen to his or her opinion. On the Internet, consumers can express their opinions about products. For example, people write reviews of hotels and restaurants on travel websites. Online bookstores have book reviews from ordinary people. These websites are very popular because people are interested in consumers’ opinions. The third type of social proof comes from crowds. McDonald's, the fast food giant, has a sign on every restaurant, “Billions and Billions Served.” The crowds of people who eat at McDonald's are the social proof of McDonald’s popularity. In a recent experiment, a major hotel eek bany wanted to decreas he tutber of cly ks lon towels it washed. The first hotel room sign said tam bién cia phong dau tién ndi 3 experts: people who know a lat about something * consumers: people who buy things or use services READING2 11 to say, “Most guests in this room reuse their towels. Will you?” 33% reused their towels. In this case, the actions of a group influenced other people. According to another study, when a restaurant marks certain dishes as “Our most popular,” sales of those dishes increase by At least 13%. The behavigr of other people can iiifluence actions and purchases. o Finally, there is the social proof of friends. Friends influence us the most—more than experts, crowds, or other consumers. Our friends are usually more like us than other people, and we trust their recommendations. A quick text “Help us help the environment. Please reuse message or smartphone photo can show a new your bath towel.” Not many people did. The purchase. That is perhaps the best advertising hotel changed the sign to say, “Most guests of all, and for companies, it is free. It is simply in this hotel reuse their towels. Will you?” friends talking about purchases. The next time Twenty-six percent of the guests then reused you buy something, think about how you decided their towels. Finally, they changed the sign to buy it. It was probably a friend’s influence! B. IDENTIFY Circle the correct answer for each question. 1. What is the main idea of the reading? cece Different. groups of people influence our purchases: __ b, Advertisers want to influence consumers. c. One example of social proof is experts talking about medicines on TV. ~ 2. What is the main idea of paragraph 2? a. The sidewalk experiment shows that people are not influenced by an individual. oe ® The actions of other people will influence a person’s behavior. ¢. Psychologists in New York City studied social proof. C. EXPLAIN Answer the questions. Write the paragraph number where you found your answers. 1. What is social proof? Paragraph: 2 __ is how other people's actions influence-us. wt wee — wd 2, Why are businesses interested in social proof? Paragraph: 3 because they want to influence us to buy their products 12 UNIT. Why does something become papular? 3. Why do people follow the advice of experts? Paragraph: 3 P follow the advice of experts because they are knowledgeable 4. Why are travel and book-review websites popular? Paragraph: 4 Because people are interested in consumers' opinions 5. What is probably the best advertising of all? Paragraph: 6 The best advertising of all is friends. CRITICAL THINKING STRATEGY Putting ideas in order Reading passages can be organized in different ways. Sometimes the most important ideas come first. We say that those passages are organized in order of importance. Many reading passages in English are organized in a linear sequence. That is, the ideas flow from one to the other in a regular order. Sometimes the sentences state the order clearly using signal words like first, second, next, then, or finally. Sometimes the passage does not use those words, When you are trying to remember a reading passage, put the ideas in order as you read. Use the signal words to help you. Look at the signal words in these sentences from Reading 2. First, experts often influence our actions and purchases. Other consumers also influence our purchases. .. The third type of social proof comes from crowds. Finally, there is the social proof of friends. iQ: PRACTICE: Go online to watch the Critical Thinking Video and check your comprehension. Practice > Unit 1> Activity 8 D. CATEGORIZE According to the article, there are four groups of people who give social proof. Which groups do you think influence you the mast? Number them from 1 (most important) to 4 {least important), Then explain why you gave the answer that you did. 2 experts 3 other consumers 1 crowds _4 __ friends Your explanation: READING 2 13 WRITE WHAT YOU THINK SYNTHESIZE Think about Reading 1, Reading 2, and the unit video as you discuss these questions. Then choose one question and write a response. 1. In what ways do companies use social proof to encourage you to buy new products? 2, How do new trends begin? Give an example of a new trend. Why did it become popular? OCABULARY SKILL’ Word: fam Learning about word families can help you improve your vocabulary. Word families are groups of words that come from the-same root. If you know the meaning of the noun form of a word, you may also recognize the verb form. In some word families, the noun form and the verb form are the same. His teacher had a strong influence on him. Parents influence their children. TT TT noun verb TIP FOR SUCCESS A. IBENTIFY Look at the pairs of words. Decide if each word is a noun ora To help you determine verb. Then write the words in the correct side of the chart. Use a dictionary if a.word is a noun.or.a to help you. verb, remember that a PY noun is a person, place, or object, and a verb eheieefehoose . discuss/discussion inform/information usually shows.action, . + . : : - connect/connection - - -enjoy/enjoyment thought/think contribution/centribute gift/give choice choose connection connect discussion discuss contribution contribute enjoyment enjoy gift give information inform thought think 16 UNIT1 Why does something become popular? ACADEMIC LANGUAGE Some word forms are more common than others in academic writing. For example, research and review are more common as nouns than verbs. ——________ OPAL Oxford Phrasal Academic Lexicon PIsF FPF Ile B. IDENTIFY Read the sentences. Write N (noun) or V (verb) for each bold word. . My brothers study in the kitchen every night. . The study showed important changes in trends. . Steven wanted to comment on Lilly’s presentation. . Tsaw the comment Penny wrote on the website. 1 2. 3 4. 5. My grandparents had an important influence on me. 6. My friends often influence my book choices. 7. Dr. Lee’s research on weather is very interesting. 8. Tom will research many colleges before making a decision. 9. . Itis helpful to review your notes before a test. F 10, After I read the movie review, I didn’t want to see the movie. nm . APPLY Complete each sentence with a noun or a verb from Activity B. For verbs, use the correct form of the simple present. be . Don _studies in the library at night. N . Faisal usually review books for the college newspaper. wo . The weather has a strong _ influence on farmers’ fruits and vegetables. . Ramona always comment on my clothing. . Carol news stories for her job at a magazine. . Allen’s is on the psychology of teenage shoppers. . There are only a few from my teacher on my essay. oN Dw - . TV commercials often our decisions about which products to buy. iQ PRACTICE Go online for more practice with word families. Practice > Unit 1 > Activity 9 READING 2 17 OBJECTIVE > At the end of this unit, you will write a paragraph that describes a trend and explains why itis poputar. This paragraph will include specific information from the readings and your own ideas. When you write a descriptive paragraph, you give the reader information about your topic. The following are important elements in a descriptive paragraph. A topic sentence introduces what you are going to describe. The topic sentence introduces the topic or subject of the paragraph. It also gives the controlling idea, which is what you want to say about the topic. a topic controlling idea f 1 1 Exciting events are one way for companies to-gain interest in their products. Word of mouth is a useful and inexpensive way to advertise. In a descriptive paragraph, your supporting sentences help the reader understand the topic. They use descriptive words, such as adjectives and details, to create a clear picture of your topic. Felix Baumgartner’s jump from space was very exciting. He traveled more than 1,300 kilometers per hour in a spacesuit with Red Bull™s. name on it. The Blendtec™ video suddenly became extremely popular online. People were surprised to see a blender cut a smartphone into small pieces, Aconcluding sentence summarizes your ideas. Because many‘people saw the video of Baumgartner’s jump, they connected Red Bull™ with excitement. The company sold more blenders because people were talking about their product. . WRITING MODEL Read the model paragraph below. Label the circled parts of the paragraph. Write TS (topic sentence), SS (supporting sentence), or CS (concluding sentence). Psychologists say that “social proof” influences us.}Social proof is how other people’s actions influence us. When we are not sure what to do, we look at what others are doing. The actions of other people are the “proof” of the right thing to do.(One example of this is a sidewalk experiment) if you stand still on a busy sidewalk and look up, no one will copy your actions. As one person, you probably won't influence others, But social researchers discovered something interesting in New York City(When a group of four people looked up at the sky ona busy) sidewalk, 80% of the passersby looked up also.) The passersby thought the four people must know something special {A group of people influences the behavior, 18 UNIT1 Why does something become popular? H. COMPOSE Take the ideas from Activity G and write a descriptive paragraph about the topic. Include a topic sentence, supporting sentences, and a concluding sentence. I. EVALUATE Ask a classmate to read and comment on your writing. Use the peer-review checklist. Does the paragraph have a topic sentence with a clear controlling idea? Do the ideas in the supporting sentences relate clearly to the topic? Do the supporting sentences use adjectives and details to help you understand the topic better? Does the paragraph have a clear conclusion? QO} Oj|o}o iQ. PRACTICE - Go online for more practice with descriptive paragraphs. Practice > Unit 1 > Activity 10 GRAMMAR Present continuous Use the present continuous to talk’akout activities in progress at the time of writing or that have started but not finished. Ramon is talking on the phone. He’s finding aut the arrival time. (activities in progress) We are learning about how ideas spread. (action started but not finished) The new trend is contributing to higher costs. (change in progress) Use the present continuous with words like today, this week, or time periods around the present. This week, | am studying for exams. [ These days, more guests are reusing their towels in hotels. To form the present continuous, use the verb to be and then the -ing form of the main verb. If the verb ends in e, delete the e and add —ing. EC use> using change > changing lose losing Use the present continuous to talk about changes. For example, changing, becoming, growing, increasing. TV ads are becoming like short movies. The Internet is changing the.way companies advertise. Some verbs are used less commonly in the present continuous and often are not appropriate in academic writing. For example, know, want, need, understand, like, love, believe, see, hear. lt want to go with you, but i’m studying right now. WRITING 21 A. IDENTIFY Read the paragraph and circle verbs in the present continuous, Then answer the questions, Compare your answers with a partner. 1. Nowadays more and more companies are making advertisements that involve their customers. These companies are using many creative ways to help products become more popular. Researchers believe social proof is the idea behind this trend. This is because when we are not sure what to do, we look at what others are doing. More and more people are using smartphones and social media to share news about their purchases with their friends. 2. Why is the present continuous used in the first sentence? Nowadays, more and more companies are making advertisements that involve their customers. a. The action happens all the time. db. The action is taking place at the time of writing. c. The action is completed. 3. Why is the present continuous not used in this sentence? Researchers believe social proof is the idea behind this trend. a. The action is happening now. b. The action is taking place at the time of writing. c. The verb believe is not used in the present continuous. B. APPLY Complete each sentence with the present continuous of the word in parentheses. Remember to add the correct form of the verb be. 1. Companies (use) new ways of advertising to reach their customers. 2. Youngpeople_ Ss follow) new trends in fashion. 3. Teenagers (copy) their friends.and doing the same things. 4. They (buy) the same clothing and the same devices. 5. Customers (complain) that the advertisements are too boring. 6. Through online videos, Blendtec™ (spread) the word about its products. 7. The company (improve). its reputation by using customers to share their ideas. 8. This month our store isn’t advertising on the radio, so we (lose) some customers. 9. Ithink you (be) very silly about following new trends. 22 UNIT1 Why does something become popular? UNIT ASSIGNMENT OBJECTIVE > TIP FOR SUCCESS When you brainstorm ideas before writing, think of as many ideas as you can. You don’t need to use all of them. Just use the best ones. iQ PRACTICE Go online for more practice with the present continuous. Practice > Unit 1> Activity 11 iQ. PRACTICE Go online for the Grammar Expansion: simple present. Practice > Unit 1> Activity 12 Write a descriptive paragraph In this assignment, you will describe a trend that interests you and explain why this trend is popular. As you prepare your descriptive paragraph, think about the Unit Question, “Why does something become popular?” Use information from Reading 1, Reading 2, the unit video, and your work in this unit to support your paragraph. Refer to the Self-Assessment checklist on page 24. iQ. PRACTICE’ Go online to the Writing Tutor to read a model descriptive paragraph. Practice’> Unit 1 > Activity 13 PLAN AND WRITE A. BRAINSTORM Think about current trends, Write down as many ideas as you can, For example, you can list trends in cars, food, or technology. B. PLAN Choose one trend from your list in Activity A as your topic. Answer the questions. Then tell your partner about your topic. 1. What is the trend? Describe it. 2. Does the trend help people connect with others? How? 3. Why is the trend popular? What is new and different about it? 4. How did this trend start and spread or become popular? WRITING 23