3   THE MARKETING MACHINE

THINK AND DISCUSS (page 41)

1. Possible answer: It shows one interesting and unique way to market a product.

2. Answers will vary.

3. Possible answer: Different ways to market common products.

EXPLORE THE THEME (pages 42–43)

1. Possible answer: Companies that cut your hair at your house or deliver precooked meals. Answers to the second question will vary.

2. Delivery is the largest industry. Subscription, pet care, and family care are just starting out.

3. Possible answers: People don’t have time to shop for things in a store because they are too busy. People want things immediately.

Lesson A

VOCABULARY

B (page 44) 1. encourage; 2. quality; 3. customers;

4. product; 5. aim; 6. characters; 7. section;

8. popular; 9. advertise; 10. recognize

C (page 45) 1. advertise; 2. recognize; 3. situate;

4. educate; 5. soften; 6. communicate; 7. create; 8. organize

D (page 45) 1. popular; 2. aim; 3. customers; 4. section

E (page 45)

1. Answers will vary.

2. Possible answer: In TV commercials or on billboards in the street; on popular websites

3. Possible answer: They use bright colors and famous people.

4. Possible answers: Coca-Cola, Apple, Nike, etc.

LISTENING

A (page 46) Possible answers:

1. The Japanese company Sanrio uses Hello Kitty to advertise many products including handbags, clothing, and stationery.

2. Mascots can help people identify and remember a company and its products.

B (page 47) Possible answers:

1. ID, rmbr, undrstnd prod.

2. not do smthng bad, not age, not sick, no vac., no sal., be imprvd, good toys

3. encour. ppl to comm., shr

4. prom. pblc serv., consrvtn. & environ.

C (page 47) 1. b; 2. d; 3. a; 4. e; 5. c

D (page 47) 1. F (They are inexpensive.); 2. T; 3. F (It is 91 percent more.); 4. T; 5. T

E (page 47) Answers will vary.

SPEAKING

A (page 48) The following expressions are used to clarify:

No, I mean that.; In other words,; Yes, that’s what I’m saying.

B (page 49) Possible answers:

1. Let me explain.

2. Yes, I mean

3. other words

C (page 49) 1. b; 2. a; 3. c; 4. d

D (page 49) Answers will vary.

F (page 50) 1. sold; 2. made; 3. bought; 4. found; 5. aimed; 6. attracted

G (page 50) Possible questions are as follows. Answers will vary.

1. Did you eat cereal for breakfast this morning?

2. Did you watch television last weekend?

3. What commercials were on television last night?

4. What did you learn from the newscast about mascots?

5. How did customers order products before the Internet?

6. Did that company send you marketing information in the mail?

LESSON TASK

A (page 51) Possible answers:

In 1951, Tony was one of four mascots designed for Kellogg’s Sugar Frosted Flakes cereal.

In 1952, Tony beat Katy the Kangaroo and three others to get the job.

In 1952, Tony’s son, Tony Junior, was added to the family.

Tony’s daughter, Antoinette, was added to the family in 1974.

In 1999, Tony was listed as number 9 on Ad Age’s list:

Top 10 Advertising Icons of the Century.

Tony turned 65 in 2016.

B–C (page 51) Answers will vary.

Video

A (page 52) 1. c; 2. a; 3. a

B (page 52) 1. e; 2. c; 3. d; 4. h; 5. b; 6. i; 7. g; 8. a; 9. f

C (page 53) c. entertainment and marketing

D (page 53) 1. 47; 2. bear; 3. 30 billion; 4. books;

5. elderly; 6. police force, shops; 7. marketing

E (page 53) 2. Mascots are an excellent way for places in Japan to advertise because everyone likes them.

F (page 53)

1. Possible answer: The newscast had more specific reasons for using mascots. The video was fun but not as informative.

2. Possible answers: In the video, the mascots are used to make an impression on people. They are cute, colorful, and easy to recognize. The

newscast also included this information. The video also mentions that the mascots help the police force, shops, and public relations (PR)

campaigns for the prefectures.

3. Possible answer: The Japanese mascots are similar to the mascots in Lesson A because they are colorful and attractive, and they are used for

public service, too. They are different because they represent locations in Japan, not specific commercial products.

4. Answers will vary.

Lesson B

VOCABULARY

C (page 54) 1. stand out; 2. achieve; 3. energy;

4. figure out; 5. result; 6. design; 7. complicated;

8. join; 9. attract; 10. visual

D (page 55) 1. stand out; 2. attract; 3. result; 4. join;

5. complicated, figure, out; 6. visual; 7. design; 8. achieve, energy

E (page 55) Possible answers:

Vocabulary words include: results, achieve, attract, figure out, visuals, design

1. You need to know what your story or message is and how to measure results.

2. Your customers—the people who you want to attract and sell to.

3. You can use digital channels, such as email and social media, and talk to people in person at stores.

4. When you have reached your financial goals and have made an impact with your audience.

LISTENING

A (page 56) 1. /әd/; 2. /t/ or /d/; 3. /әd/; 4. /t/ or /d/;

5. /t/ or /d/; 6. /t/ or /d/; 7. /әd/; 8. /әd/

B (page 56) Answers will vary. The actual words in the listening are:

1. studied; 2. got; 3. helped

C (page 56) 1. b; 2. a; 3. c

D (page 57)

1. graphic design

2. marketing and publicity

3. the results

4. to get more people to join

5. poster, T-shirts

6. share information, information about what they like

E (page 57) Answers will vary.

SPEAKING

A (page 58) Answers will vary.

B (page 58) 1. 10; 2. 90, visual; 3. 35; 4. see and do; 5. color

C (page 59) Possible answers:

1. We take in information visually, verbally, auditorily, and through touch.

2. More of our brains are devoted to processing visual information.

3. Things we see and do are easiest to remember.

D–E (page 59) Answers will vary.

FINAL TASK

A–E (pages 59–60) Answers will vary.