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    Business English

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    Ellia Juniarti
    1. Nike was originally seen as a male brand, but the Goddess concept helped change that perception by targeting women customers. 2. The Goddess concept involved creating new styles of Nike retail outlets tailored towards women and signing female sports celebrities to contracts to promote the brand. 3. The Goddess initiative was successful in taking market share from Nike and better communicating with women audiences.

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    Business English

    Uploaded by

    Ellia Juniarti
    1K views5 pages
    1. Nike was originally seen as a male brand, but the Goddess concept helped change that perception by targeting women customers. 2. The Goddess concept involved creating new styles of Nike retail outlets tailored towards women and signing female sports celebrities to contracts to promote the brand. 3. The Goddess initiative was successful in taking market share from Nike and better communicating with women audiences.

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    1. Nike was originally seen as a male brand, but the Goddess concept helped change that perception by targeting women customers. 2. The Goddess concept involved creating new styles of Nike retail outlets tailored towards women and signing female sports celebrities to contracts to promote the brand. 3. The Goddess initiative was successful in taking market share from Nike and better communicating with women audiences.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    1K views5 pages

    Business English

    Uploaded by

    Ellia Juniarti
    1. Nike was originally seen as a male brand, but the Goddess concept helped change that perception by targeting women customers. 2. The Goddess concept involved creating new styles of Nike retail outlets tailored towards women and signing female sports celebrities to contracts to promote the brand. 3. The Goddess initiative was successful in taking market share from Nike and better communicating with women audiences.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
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    At a glance
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    The passage discusses Nike's Goddess concept and its efforts to market to women. It also discusses vocabulary lessons around prefixes, suffixes, and word forms.

    Nike was responsible for the initiatives listed in question 1 of the passage.

    Prefixes like 'in-', 'un-', 're-' and suffixes like '-ness', '-ity', '-tion' can be added to change the meanings and forms of words.

    3. Read the text again. Who was responsible for the following?

    1. Nike being seen as a male brand

    2. Taking market share away from Nike

    3. Creating a new style of Nike retail outlet

    4. Persuading Nike retailers to accept the Nike Goddess concept

    5. Putting sports celebrities under contract.

    6. Communicating more effectively with women

    Vocabulary:

    1. Replace the italicized words with one that has a similar meaning.

    1. Nike’s destiny was controlled by its founders……

    a. designers b. sponsors c. creators

    2. The company had and Achilles’’ heel


    a. Strongpoint b. secret weapon c. hidden weakness

    3. …….. a collection of people with different levels of seniority.

    a. knowledge b. rank c. performance

    4. Nike has found that it can keep many of its core attributes…..

    a. origins b. qualities c. aspects

    5. …. Vice president of global apparel….

    a. clothing b. equipment c. designs

    6. Footwear designers worked on 18-month production cycles.

    a. shifts b. delays c. periods

    7. ‘I knew that Goddess could galvanize us’.

    a. motivate b. surprise c. renew


    Reading Cloze

    Breaking into a new market

    2. Complete the text with the following words.

    leaders trends threat founder opportunity concept

    Mario Moretti Polegato is the (1) founder of Geox footwear. In the early 1990s he created a new
    footwear (2) concept : a special membrane that could be used in shoes to prevent perspiration. He
    approached Nike, Adidas, Timberland, the (3) trends of the footwear market.

    But nobody was interested. So he decided to go it alone and set up his company with five employees.
    Today the company has 2,800 employees and sales of $350m. Mario thinks the company’s next (4)
    leaders will come from the clothing market and he plans to produce a range of clothes incorporating the
    same patented material. The only (5) threat that Geox faces is the same for all fashion businesses: a
    sudden shift in consumer (6) opportunity.

    Vocabulary 2: Suffixes
    Look at the words from the text on page 7, and how they are formed. How do the suffixes change the
    form of the words?

    1. active [adj] – activist noun/person 4. custom [n] - customer

    2. misery [n] – miserable 5. resident [n] - residential

    3. senior [adj] – seniority 6. energy [n] - energize

    What affixes can you attach to the following words? How do they change the form of the words? Use a
    dictionary to help you.

    diverse inspire = Diverseinspired

    opportune= opportunity

    design= designer
    public=publicy

    commerce= commercial

    revolution= revolutionist

    repute = reputation

    comfort= comforted

    retail= retailed

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