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Bab 7

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241 views9 pages

Bab 7

Uploaded by

Patry
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| unit | 7 Business andthe Environment Key vocabulary © ttis often sai that we live in a consumer society; we consider it important to buy products and services. Companies need to be aware of the impact of this on the environment, the natural world around us. Many companies use packaging (boxes, bottles, etc.) which hes been recycled, that is made using old materials. Pollution, such as smoke in the air, can be reduced if companies use trains instead of road transport. Lead-in 1 Im groups, look at the cartoons below and discuss these questions. ‘+ Which environmental threat does each cartoon refer to? + Which cartoon do you think is the most effective? + Which environmental cause do you think is the most important today? These words will help you. ‘ozone laver global warming coil spills chemical / mclear waste rubbish bin (GB) trash can (US) 6s Piet) 2 In groups, discuss these statements made by Anita Roddick, founder of The Body Shop International. Do you agree with any of them? Why? Why not? ‘A good business should be part of society, and you have to have pride in what you do. There's no pride in making millions of pounds, but there is pride in helping people and the environment.’ "The idea now is global responsibility. Businesses are the true planetary citizens they can push frontiers, they can change society." "In the next decade, environmentalism will be the most important issue for business." 3 As consumers become increasingly concerned about the environment, more and more companies claim to be producing ‘environmentally-friendly’ products. Read the claims below and match each one to the company that you think made it a fast food chain 2 sports footwear firm a cosmeties firm a car manufacturer 1 We provide refills for all our bottles." 2 ‘All our packaging is made of biodegradable materials,’ 3. ‘When you've finished with our products bring them back, we recycle them.’ 4 ‘Our latest model is much less polluting.” What other companies with environmentally-friendly policies do you know? IL Read the text below and write three questions you would like to ask about Patagonia, aS eee eae Bees ci sak, The one Bet ers een im aque hough f= CEO, Yvon Chou re ete ie eee ae era 2. Read the text opposite and see if you can find the answers to your questions. ., Can you guess the answers to your other questions? i 3. Read the text again and answer these questions. According to the text, why are Patagonia’s customers so loyal? 1 \ 2 In what ways does Patagonia make efforts to explain its products \ . friendliness"? 3. What is the overall objective of Patagonia's environmental education policy? 4 How does Patagonia reassure customers who might question their claims to be environmentally-friendly? 5 How do customers react to Patagonia's grants projects? ‘carth= Proven environmental commitment helps create committed customers Jacquelyn Ottman When self-prociaimed Tatagonics’ dil up Patagonia, they know they will receive more than a high-quality fleece anorak of a waterproof pair of hiking boots. Thanks to the California-based retail finns outdoor elothing catalog and its exemplary method of communicating its comporate environmentalism, customers are not only knowledgeable about the company's environmental progress. they are loyal’ 0. When purchasing producis from Patagonia, customers also buy inio a commitment 19 environmental restoration Paiagonia's example demonstrates good green-marketing strategies. Educate consumers on environmental produet attributes and benefits. Paisgonia takes pains to expin its products’ earih- friendliness and show customers the big picture. For example, in the mid-l990s, Patagonia bexan using corganically-grown cotton exchisively. In addition 10 highlighting: the ‘osganie* merchandise in product descriptions in catalops, essays explained why organically~ produced produets are eaviroumentaly preferable. Other essays expanded the issue beyond indivicual products and processes. Ina 1996 catalog essiy, far example, CEO Yvon Chouinard explained the rationale behind the company’s switch to orzanically-zrown cotton, including the problems associated with producing conventional cotton, the larger long-term benefits of investing in organicelly-grown products and the need 10 think about long-term Sustainability issues when choosing produc. One might assume that explaining the benefits of organic cotton in catalogs was a stategic move, since the company hud to jusify the $2 to $10 premium per garment. But other essys, for instance, addressed environmental issues no: directly tinked t0 company profi Broad environmental education teaches consumers that although thinking and buying green is more expensive, rormentalism is less faxing on the earth in the Fong run, and therefore, on individuals, Joyal: aways supporting ‘organic mace without etificial chemicals ‘to engage 5. to attract 8b, and keep thelr Interest ‘a backlash a strong reaction against sth. ‘dup t0 gh an ‘unatficia nama ‘though (US): until (6B) “ross rons at the vel of ordinary people ‘Wodiveraty: many different plants and ‘animals existing in ene area ‘resource extraction: taking natural products trom the earn Business and the Environment Use a variety of media 7 Palagonia's advertising and company literature aim 10 educate. Instead of a catalog packed only with sales information} Patagonia's catalog is more like National Geographic, Demonstrations in Patagonia’s retail stores engage* customers with ineractive displays of the earth's processes. Annual reports, pamphlets and other company literature explain new ideas in environmentalism, And Patagonia was one of the first companies to discuss sustainability in paid media, Demonstrate tangible corporate environmental progress. 8 Patagonia realizes that customers sometimes doubt corporate environmental claims. To avoid consumer backlash, Patagonia publishes the results of its intemal environmental assessment 9 This report reviews all office, production and merchandising activities and uacovers opportunities to cut waste and reduce energy. Readers can see how Patagonia tries to conduct business in a socially responsible manner, from choosing long-lasting efficient light bulbs 10 providing on-site child care for employees’ children. The grounds around the company’s headquarters even feature edible landscaping - banana trees. 10 Through an environmental grants program, dubbed* Earth Tax, Patagonia pledges 1% of is sales oF 10% ofits pre-tax profit, whichever is greater, to small, local preservation and restoration effort. Through* April 1997, Patagonia had coniibuted more than $8m to hundreds of such organizations 11 Believing that grass roois* efforts do the most to raise community awareness of local problems, tic Earth Tax program targets smaller grass roots orgsnizations committed 10 issues. such as biodiversity*, old-growth forests, environmentally preferable methods of resource extraction’, altemative energy and water, social activist and environmental education, By funding more than 350 of these effors cach year, Patagonia helps raise ‘community awareness nationwide Empower consumers to take action, 12 An annul Earth Tax Report invites customers to apply for grants for local projects, Participants are quick to apply and inform the company about environmental successes. ‘One recent catalog featured a customer sporting an insulated Patagonia guide jacket as she rescued a calf born during a Colorado snow storm. 13 Wah powerful communication, meaningful corporate environmental progress and avenues for consumer activism, it is no wonder that even skeptics become Patagonia customers and customers become Tatagonics Marketing News 07 68 Vocabulary T_ Complete the passage below using these words from the text a sustainability {para #) empower (para 12) b product descriptions (para 3) @ commitment (para 2) © catalogs (para 3) {organic (para 3) Patagonia is an outdoor clothing firm with a strong ' eons fenietl.__ to envitonmental causes. It sells its products through retail outlets and by mail ‘order. Patagonia is renowned for its spectacular _which are filled with unusual and dramatic photos (all taken by customers) displaying the clothing in exciting ways. They also contain detailed * which include definitions of materials and explanations of manufacturing processes. ‘The epmpany makes jackets fiom recycled plastic bottles and produces clothing from * materials. It offers courses to its employees on non- violent demonstrations and even pays bail for employees who get arrested. It also donates money to environmental groups and generally supports efforts that * consumers to take action. Patagonia’s strategy isn't just to give away money to good causes but to pioneer new, long-term practices of? Jn business, prove their economic viability and persuade other businesses (0 Follow. 2! Find words in the text which have the opposite meaning to the words below. 1 imperfect (para 1) exempte\ry 5 separate (para 3) 2 uninformed (para 1) 6 taken (para 10) 3 innovative (para 4) 7 locally (para 11) 4 uncalculated (para 5) 8 failures (para 12) 3 Match the nouns and verbs as they arc uscd im the text. address * a business r doubt =. b awareness 3 publish © results 4 conduct — VA_d_ issues 5 raise © claims 4 Replace the words i correct form. ics with expressions from Vocabulary 3 in the 1. The speaker will talk about the difficulties we are likely to encounter, address the LSSucS The company runs its affairs in an ethical and honest manner The government will make public the conclusions of the environmental study next month, 4 We are running a campaign designed to fncrease public knowledge of the current crisis 5 Many consumers don’t belteve statements made by companies about their products. Vocabulary development: word building Discussion With some words its possibe to create several Look at these examples. Business and the Environment In groups, discuss these questions. ‘What do you think of Patagonia's approach to business? Are consumers in your country concemed about the environmental policies of 2 3 businesses? Va Non Noun Adjective (ea) (person) 2 environment environmentalist | _ ensironmenial aatvale ace aelvist ate activity 1 Complete the table below, using @ dictionary. Some words may have two forms with the same speling Veo Noun Noun Adjective (idsa) (person) produce ® ‘ (ean (wag 8 progress . (eccrine) manage 3 (eth sar ty direct a | add to these words? it © susan = d- employ Would you pay more for things produced in an environmentally-friendly manner? If so, how much more? 6 LanguageFocus Expressing —_Look at the following sentence from the text on page 67 contrast Although thinking and buying green ts more expensive, environmentalism is less taxing ‘on the earth in the tong run. (para 6) 7 Join the sentence halves below. In spite of the present recession, ‘we still haven't reached our target Despite rising costs, people are still buying them, Even though our products are expensive,) ¢ they are keeping their prices low. Although profits are increasing, ‘we can reach our output deadline. Despite the fact that our supplies the long-term economic outlook were late, is optimistic. 2 In pairs, underline the expressions of contrast in exercise 1 Which ate followed by: a subject + verb? noun or verb ingl + For more information on expressing contrast, turn 10 page 167. Practice Join the pairs of sentences using an expression of contrast, Use cach expression once. Example: Patagonia sales fell in the 90s. Their reputation for high quality didn't decline. Inspite ofa fallin sales in the 90s, Patagonia's repuiation for high quatity didn't decline. 1 Young people are concerned about the environment, They can't always afford environmentally-friendly. products. 2 Patagonia makes efforts to convince other companies to use organically-grown cotton. Many companies resist because it costs more. 3 Pollution is rising in Paris, People still prefer to take their cars to work 4 Many countries organise separate waste collections for glass, paper, metal and plastic. Many others don’t 5. Most beauty products carry the labe ¢ animal testing’. Some ofthe components may have been tested on animals, The passive Look at the following extracts from a Patagonia brochure. A Patagonia saves thousonds of gallons of oil by diverting millions of plastic bottles from landjils to recyeling plants B For every’ 3,700 (2-ire) bottles that are reeyeled, «barrel ofoil (42 gallons) s saved. ‘What form is the verb in bold in each sentence? What is the difference in emphasis? ++ For more information on the passive, turn to page 167 70 Practice Pie egos) They? (make) into clothes known a as PCR synchilla clothing}. ° Fy, brie to Chow” Therecycled fibers : (ship) to patagonia Listening Business and the Environment J The following extract describes how Patagonia uses recycled plastic bottles to make material for jackets, Put the verbs in brackets in the passive form to complete each stage of the process. Bottles Theplestic 2 (coment) (bring) to the focal into small pieces and recycling centre. 2 _(chop) into fakes motties to Theftakes (melt) and shaped into fine fibers. the mill. 2 Rewrite the following sentences using a passive form. Omit the agent ifit is not important, Example: Patagonia introduced recycled fleece into its range in. 1993. Reeveledfleecewas ntroducedin 1993. Consumers will buy more and more ‘environmentally-friendly’ products Consumers should take plastic bottles to the local reeyeling centre. Patagonia can make 150 synchilla garments from 3,700 bottles The company has recently added a new item to the product range. Many companies are developing green-marketing strategies whee Skills FOCUS ‘The Body Shop International is a highly successful franchise skincare retailer. It is against using animals in testing cosmetics, very active in community projects, and particularly well known for its involvement in environmental causes i Listen to eight customers in a London Body Shop branch, and note the reason(s) each customer gives for bi Body Shop products. 7 unit seven Speaking Convincing a sponsor Like Patagonia, many companies sponsor, or contribute money towards. events of activities to maintain their image or to create a new image. Sponsorship can cover a whole range of activities including sport, education and local community projects depending on the type of image the company wants to project. For example, IBM sponsored the 2000 Olympic Games in Sydney, and . Coca-Cola sponsors 151 American college students every year. “| In pairs, make a list of companies which sponsor activities like those mentioned above. What kind of image does each company want to project through its sponsorship? 2 In groups, choose one of the following projects which need sponsorship. a = A charity © raising 4A chan oe of Fu sty ‘People | ative fr the

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