kelemahan menggunakan wireless

Wireless,siapa yang tidak tahu tenntang wireless di zaman sekarang? Sebuah jaringan yang nirkabel,yang dapat memudah kan kita untuk terkoneksi dengan dunia luar maupun jaringan yang d gunakan di kantor-kantor. Wireless sangan mudah di gunakan, kita tidak perlu menggunakan kabel, sehingga kita tidak akan terbatas dengan panjang sebuah kabel. Tapi kita juga terjebak dengan adanya jarak gelombang yang dapat di jangkau oleh wireless itu sendiri. Disini akan sedikit di berikan beberapa kelemahan jaringan wireless itu sendiri, jadi sebelum kita menggunakan sebuah jaringan wireless kita bisa mengantisipasi apa saja yang akan terjadi.
Kelemahan yang akan di berikan di sini meliputi,apa saja yang dapat menghalangi baik tidaknya signal yang di miliki wireless,dan masalah keamanan wireless itu sendiri. Karena wireless ini sebuah jaringan nir kabel maka kurang lebih akan memiliki kelemahan pada keamanan serta jaringannya sendiri.
Masalah pada jaringanya
Jarak , ya pastilah semua jaringan akan tergantung kepada jaringan baik yang menggunakan kabel maupun tidak, wireless juga tergantung acces point yang di gunakan. Jadi jika kita ingin membeli sebuah acces point maka sesuaikan saja dengan kebutuhan kita.
Cuaca, semua jaringan nirkabel pasti akan sangat tergantung dengan cuaca. Terutama wireless yang menggunakan gelombang radio. Cuaca mendukung maka kecepatan mendukung,jika cuaca tidak mendukung maka kecepatannya juga tidak mendukung,atau bahkan hilang sama sekali.
Area, maksudnya adalah daerah, jika semakin banyak tembok-tembok yang menghaangi maka akan menghalangi signal wireless itu sendiri. Sehingga kemungkinan koneksi terputus akan sangat banyak.
Masalah keamanan
kelemahan pada jaringan wireless yang bisa digunakan attacker adalan sebagai berikut :
1. Celah Keamanan
Banyak pengguna jaringan wireless tidak bisa membayangkan jenis bahaya apa yang sedang menghampiri mereka saat sedang berasosiasi dengan wireless access point (WAP), misalnya seperti sinyal WLAN dapat disusupi oleh hacker. Berikut ini dapat menjadi ancaman dalam jaringan wireless, di antaranya:
- Sniffing to Eavesdrop
Paket yang merupakan data seperti akses HTTP, email, dan Iain-Iain, yang dilewatkan oleh gelombang wireless dapat dengan mudah ditangkap dan dianalisis oleh attacker menggunakan aplikasi Packet Sniffer seperti Kismet.
- Denial of Service Attack
Serangan jenis ini dilakukan dengan membanjiri (flooding) jaringan sehingga sinyal wireless berbenturan dan menghasilkan paket-paket yang rusak.
- Man in the Middle Attack
Peningkatan keamanan dengan teknik enkripsi dan authentikasi masih dapat ditembus dengan cara mencari kelemahan operasi protokol jaringan tersebut. Salah satunya dengan mengeksploitasi Address Resolution Protocol (ARP) pada TCP/IP sehingga hacker yang cerdik dapat mengambil alih jaringan wireless tersebut.
- Rogue/Unauthorized Access Point
Rogue AP ini dapat dipasang oleh orang yang ingin menyebarkan/memancarkan lagi tranmisi wireless dengan cara ilegal/tanpa izin. Tujuannya, penyerang dapat menyusup ke jaringan melalui AP liar ini.
- Konfigurasi access point yang tidak benar
Kondisi ini sangat banyak terjadi karena kurangnya pemahaman dalam mengkonfigurasi sistem keamanan AP.
Kegiatan yang mengancam keamanan jaringan wireless di atas dilakukan dengan cara yang dikenal sebagai Warchalking, WarDriving, WarFlying, WarSpamming, atau WarSpying. Banyaknya access point/base station yang dibangun seiring dengan semakin murahnya biaya berlangganan koneksi Internet, menyebabkan kegiatan hacking tersebut sering diterapkan untuk mendapatkan akses Internet secara ilegal. Tentunya, tanpa perlu membayar.
2. Hide SSID
Banyak administrator menyembunyikan Services Set Id (SSID) jaringan wireless mereka dengan maksud agar hanya yang mengetahui SSID yang dapat terhubung ke jaringan mereka. Hal ini tidaklah benar, karena SSID sebenarnya tidak dapat disembuyikan secara sempurna. Pada saat saat tertentu atau khususnya saat client akan terhubung (assosiate) atau ketika akan memutuskan diri (deauthentication) dari sebuah jaringan wireless, maka client akan tetap mengirimkan SSID dalam bentuk plain text (meskipun menggunakan enkripsi), sehingga jika kita bermaksud menyadapnya, dapat dengan mudah menemukan informasi tersebut. Beberapa tools yang dapat digunakan untuk mendapatkan ssid yang di-hidden antara lain: kismet (kisMAC), ssid_jack (airjack), aircrack dan masih banyak lagi. Berikut meupakan aplikasi Kismet yang secang melakukan sniffing.
3. WEP
Teknologi Wired Equivalency Privacy atau WEP memang merupakan salah satu standar enkripsi yang paling banyak digunakan. Namun, teknik enkripsi WEP ini memiliki celah keamanan yang cukup mengganggu. Bisa dikatakan, celah keamanan ini sangat berbahaya. Tidak ada lagi data penting yang bisa lewat dengan aman. Semua data yang telah dienkripsi sekalipun akan bisa dipecahkan oleh para penyusup. Kelemahan WEP antara lain :

• Masalah kunci yang lemah, algoritma RC4 yang digunakan dapat dipecahkan.
• WEP menggunakan kunci yang bersifat statis
• Masalah Initialization Vector (IV) WEP
• Masalah integritas pesan Cyclic Redundancy Check (CRC-32)
WEP terdiri dari dua tingkatan, yakni kunci 64 bit, dan 128 bit. Sebenarnya kunci rahasia pada kunci WEP 64 bit hanya 40 bit, sedang 24 bit merupakan Inisialisasi Vektor (IV). Demikian juga pada kunci WEP 128 bit, kunci rahasia terdiri dari 104 bit.
Pada dasarnya, setiap paket data yang dikirim dengan menggunakan enkripsi WEP terdiri dari Initialization Vector (IV) dan data yang terenkripsi berisi sebuah checksum (bagian untuk mengecek apakah ada perubahan pada data yang dikirimkan). Titik lemah WEP terletak pada IV yang panjangnya 24 bit. Sebuah algoritma biasanya digunakan untuk menghitung kode terenkripsi dari IV dan kunci WEP sebelum dikirim melalui WLAN. Penerima data akan merekonstruksi data dengan IV dan kunci WEP yang tentunya sudah ditentukan. Standar WEP sebenarnya menyarankan agar kode IV selalu berbeda untuk setiap paket data. Sayangnya, tidak semua produsen melakukan hal tersebut.
Pembuat standar WEP juga tidak menyebutkan bagaimana cara membuat IV. Pada umumnya digunakan random generator. Dengan digunakannya generator semacam ini, bisa dipastikan cepat atau lambat kode IV yang sama akan digunakan kembali. Para peneliti memperkirakan IV yang sama dipergunakan setiap 4.000-5.000 paket data. Setelah mengetahui prinsip dari WEP, penyusup hanya perlu menunggu digunakannya IV yang sama untuk kemudian menghitung kunci WEP dan selanjutnya masuk ke dalam jaringan. Pada tahap ini, penyusup bisa melakukan apa pun dalam jaringan wireless. Software untuk melakukan semua hal tersebut bisa didapatkan gratis di Internet. Dengan sedikit tambahan pengetahuan dan latihan, membuka enkripsi WEP dapat dilakukan dengan mudah. Dengan berbekal software tersebut, setiap orang bisa belajar menjadi penyusup.
Serangan diatas membutuhkan waktu dan packet yang cukup, untuk mempersingkat waktu, para hacker biasanya melakukan traffic injection. Traffic Injection yang sering dilakukan adalah dengan cara mengumpulkan packet ARP kemudian mengirimkan kembali ke access point. Hal ini mengakibatkan pengumpulan initial vektor lebih mudah dan cepat. Berbeda dengan serangan pertama dan kedua, untuk serangan traffic injection diperlukan spesifikasi alat dan aplikasi tertentu yang mulai jarang ditemui di toko-toko, mulai dari chipset, versi firmware, dan versi driver serta tidak jarang harus melakukan patching terhadap driver dan aplikasinya.
4. WPA-PSK atau WPA2-PSK
WPA merupakan teknologi keamanan sementara yang diciptakan untuk menggantikan kunci WEP. Ada dua jenis yakni WPA personal (WPA-PSK), dan WPA-RADIUS. Saat ini yang sudah dapat di crack adalah WPA-PSK, yakni dengan metode brute force attack secara offline. Brute force dengan menggunakan mencoba-coba banyak kata dari suatu kamus. Serangan ini akan berhasil jika passphrase yang digunakan wireless tersebut memang terdapat pada kamus kata yang digunakan si hacker. Untuk mencegah adanya serangan terhadap keamanan wireless menggunakan WPA-PSK, gunakanlah passphrase yang cukup panjang (satu kalimat).
5. MAC Filter
Hampir setiap wireless access point maupun router difasilitasi dengan keamanan MAC Filtering. Hal ini sebenarnya tidak banyak membantu dalam mengamankan komunikasi wireless, karena MAC address sangat mudah dispoofing atau bahkan dirubah. Tools ifconfig pada OS Linux/Unix atau beragam tools spt network utilitis, regedit, smac, machange pada OS windows dengan mudah digunakan untuk spoofing atau mengganti MAC address.
Masih sering ditemukan wifi di perkantoran dan bahkan ISP (yang biasanya digunakan oleh warnet-warnet) yang hanya menggunakan proteksi MAC Filtering. Dengan menggunakan aplikasi wardriving seperti kismet/kisMAC atau aircrack tools, dapat diperoleh informasi MAC address tiap client yang sedang terhubung ke sebuah Access Point. Setelah mendapatkan informasi tersebut, kita dapat terhubung ke Access point dengan mengubah MAC sesuai dengan client tadi. Pada jaringan wireless, duplikasi MAC address tidak mengakibatkan konflik. Hanya membutuhkan IP yang berbeda dengan client yang tadi.
6. Captive Portal
Captive portal menjadi mekanisme populer bagi infrastruktur komunitas WiFi dan operator hotspot yang memberikan authentikasi bagi penguna infrastruktrur maupun manajemen flow IP, seperti, traffic shaping dan kontrol bandwidth, tanpa perlu menginstalasi aplikasi khusus di komputer pengguna. Proses authentication secara aman dapat dilakukan melalui sebuah web browser biasa di sisi pengguna. Captive portal juga mempunyai potensi untuk mengijinkan kita untuk melakukan berbagai hal secara aman melalui SSL & IPSec dan mengset rule quality of service (QoS) per user, tapi tetap mempertahankan jaringan yang sifatnya terbuka di infrastruktur WiFi.
Captive portal sebenarnya merupakan mesin router atau gateway yang memproteksi atau tidak mengizinkan adanya trafik hingga user melakukan registrasi/otentikasi. Berikut cara kerja captive portal :
• User dengan wireless client diizinkan untuk terhubung wireless untuk mendapatkan IP address (DHCP)
• Block semua trafik kecuali yang menuju ke captive portal (Registrasi/Otentikasi berbasis web) yang terletak pada jaringan kabel.
• Redirect atau belokkan semua trafik web ke captive portal
• Setelah user melakukan registrasi atau login, izinkan akses ke jaringan (internet)

Beberapa hal yang perlu diperhatikan, bahwa captive portal hanya melakukan tracking koneksi client berdasarkan IP dan MAC address setelah melakukan otentikasi. Hal ini membuat captive portal masih dimungkinkan digunakan tanpa otentikasi karena IP dan MAC adress dapat di-spoofing. Serangan dilakukan dengan melakukan spoofing IP dan MAC. Spoofing MAC adress seperti yang sudah dijelaskan sebelumnya. Sedang untuk spoofing IP, diperlukan usaha yang lebih yakni dengan memanfaatkan ARP cache poisoning, dengan melakukan redirect trafik dari client yang sudah terhubung sebelumnya.
Serangan lain yang cukup mudah dilakukan adalah menggunakan Rogue AP, yaitu mengkonfigurasi Access Point yang menggunakan komponen informasi yang sama seperti AP target seperti SSID, BSSID hingga kanal frekwensi yang digunakan. Sehingga ketika ada client yang akan terhubung ke AP buatan kita, dapat kita membelokkan trafik ke AP sebenarnya.
Tidak jarang captive portal yang dibangun pada suatu hotspot memiliki kelemahan pada konfigurasi atau design jaringannya. Misalnya, otentikasi masih menggunakan plain text (http), managemen jaringan dapat diakses melalui wireless (berada pada satu network), dan masih banyak lagi. Kelemahan lain dari captive portal adalah bahwa komunikasi data atau trafik ketika sudah melakukan otentikasi (terhubung jaringan) akan dikirimkan masih belum terenkripsi, sehingga dengan mudah dapat disadap oleh para hacker. Untuk itu perlu berhati-hati melakukan koneksi pada jaringan hotspot, agar mengusahakan menggunakan komunikasi protokol yang aman seperti https,pop3s, ssh, imaps dst.
7. Wardrive
Wardrive adalah ekspedisi memancing elektronik untuk mencari jaringan wireless yang lemah. Kebanyakan, sebagian besar dari jaringan wireless tersebut bahkan tidak diberi password atau enkripsi untuk melindunginya. Kegiatan ini dilakukan untuk mencari jaringan mana saja yang akan dijadikan obyek serangan. Sehingga, kita bisa melakukan serangan terhadap jaringan wireless yang telah kita jadikan target. Untuk melakukan kegitan ini, hanya diperlukan peralatan sederhana. Kegiatan ini umumnya bertujuan untuk mendapatkan koneksi internet, tetapi banyak juga yang melakukan untuk maksud-maksud tertentu mulai dari rasa keingintahuan, coba coba, research, tugas praktikum, kejahatan dan lain lain.

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tugas softskill bhs inggris 1

Business English
( taken from MAKET LEADER)

UNIT 1
BRANDS


A. List some of your favourite brands. Then answer these questions.

1. Are they International or national brands? They are International Brands
2. What image and qualities does each one have? Use the following words and phrases to help you? Image and qualities of each brands is cool and durable
3. Why do people buy brands? Because brands goods have high quality
4. Why do you think some people dislikes brands? Because the brands is not reliable
5. How loyal are you to the brands you have chosen? I will loyal if product of the
brands is well - made and have top of range
For example, when you buy jean, do you always buy Levi’s

B. A recent survey named the brands below as the world’s top ten. Which do you think is number one? Rank the others in order.

The answer :
1. Generel Electric
2. Microsoft
3. Coca – cola
4. Marlboro
5. IBM
6. Mc Donald’s
7. Nokia
8. Disney
9. Intel
10. Mercedes
** From Rank of global Brands


Vocabulary
Brand Management
A. Match these word partnerships to their meanings.

B
R
A
N
D

PRODUCT
1. Loyalty [ J ] a. the name given to a product by the company that makes it.
2. Image [ C ] b. using an existing name on another type of product
3. stretching [ B ] c. the ideas and beliefs people have about a brand
4. awareness [ E ] d. the tendency to always buy a particular brand
5. name [ A ] e. how familiar people are with a brand
6. launch [ I ] f. the set of products made by a company
7. lifecycle [ D ] g. the use of a well-known person to advertise products
8. range [ F ] h. When products are used in films or TV programs
9. placement [ H ] i. The introduction of a product to the market
10. endorsement [ G ] j. the length of time people continue to buy a product

B. Complete these sentences with word partnerships from exercise A

BRAND
1. the creation of Virgin Cola, Virgin Air, Virgin Rail and Virgin bride is an example of … brand stretching …
2. Consumers who always buy Levi’s when they need a new pair of jeans are showing …Brand awareness…
3. not enough people recognize our logo; we need to spent a lot more on raising …. Brand Image….

PRODUCT

1. David Beckham advertising Vodafone is an example of … product endorsement..
2. A …Product launch ... consists of introduction, growth , maturity and decline.
3. the use of BMW cars and Nokia phones in James Bond films are examples of … Product placement…

C. Make sentences of your own using the word partnerships in Exercise A.

1. I'll loyalty using nestle products for safe and hygienic
2. we must keep the image of our products very well, therefore, serve customers well
3. give the costumers discount and sample can be use to stretching the product
4. awareness people to buy original product will help goverment
5. not a few more people who have choose products are already well-known names
6. I have to prepare an electronic product launching
7. Many people livecycle one product if they believe that product
8. using well-known artist for his advertising will increase range of people to buy it
9. good advertising placement will attract customers
10. more and more endorsements from well-known artists will attract many customers
Reading
Outsourcing Production


A. Why do some companies make luxury products abroad rather than at home? Because they trust about the quality for the products

B. Read the article and answer these questions.
1. Which brands are mentioned? Do you know which country each is from? Burberry (Italy), Coach (US), Prada (Italy), Gucci (Italy)
2. Which companies make all of their products in their own country? Prada makes all of their products in their own country


Made in Europe
By Jo Johnson, Fred Kapner and Richard McGregor

Almost every fashion label outside the top super-luxury brands is either already manufacturing in Asia or thinking of it. Coach, the US leather goods maker, is a classis example. Over the past five years, it has lifted all its gross margins by manufacturing solely in low-cost markets. In March 2002 it closed its factory in Lares, Puerto Rico, its last company-owned plant, and outsources all its products.
Burberry has many Asian licensing arrangements. In 2000 it decided to renew Sanyo’s Japanese licence for 20 ten years. This means that almost half of Burberry’s sales at retail value will continue to be produced under licence in Asia. At the same time however, Japanese consumers prefer the group’s European-made products.
Sanyo is now creating to this demand for a snob alternative to the Burberry products made in its factories across Asia by opening a flagship store in Tokyo’s Ginza, where it sells Burberry products imported from Europe.
In interviews with the FT, many executives says the top luxury brands will continue to be seen, particularly in Asia, as European. Domenico De Sole of Gucci says “ The Asian Consumer really dos believe – whether it’s true or not – that luxury comes from Europe and must be made there to be the best.’
Serge Weinberg, Chief Executive of Pinault Printemps Redoute, which controls Gucci, says it will not move Gucci’s production of shore. Yet some in the industry recognize that change may be round the corner even for the superluxury brands. Patrizio Bertelli, Chief Executive of Prada, says:’ The “Made in Italy” label is important but what we are really offering is a style, and style is an expression of culture.’ He therefore recognizes that quality fashion items may not always need to be produced in italy.
Amitava Chattopadhyay, professor of marketing at Insead, the business school, says:’ A brand is a set of associations in the mind of the consumer and one of these is the country of origin. . For luxury goods, the role of the brand is crucial. To damage it is a cardinal sin and no brand manager will want to get the balance between manufacturing location and the brand image wrong’.

From the Financial Times

FINANCIAL TIMES
World Business Newspaper

C Which of these statements are true? Correct the false ones.

1. Coach has no longer factory in Puerto Rico. [true]
2. Coach, like many other companies, is outsourcing its product to reduce costs. [true]
3. Some Japanese people choose to buy Burberry products made in Europe rather than in Japan. [true]
4. Sanyo’s store in Tokyo sells Burberry’s product made in Asia. [false]
5. According to Domenico De Solle, the best luxury products are made in Japan. [false]
6. Gucci is planning to outsource some of its products. [false]
7. Partizio Bertelli believes that luxury fashion products should always be made in Europe [false]
8. Amitava chattopadhyay says that companies need to pay careful attention to where they manufacture their products. [true]

C. Choose the best summary of the article.

a. Most manufacturers of luxury brands do not wish to produce their goods in low-cost countries because their believe that it will damage their brand image.
b. Most manufacturers of top brands now produce their goods in low cost countries. Consumers no longer care about where the products are manufactured.
c. Asian consumers think that European luxury goods are of high quality. The current trend of making such goods in Asia could damage the reputation of these luxury brands.

Language Review
Present simple and present continuous.

The Present simple and Present continuous have several uses.
• We use the present simple to give factual information, for example about company activities.
Coach outsources all its products.
Does Burberry outsource its products?
• We use the present simple to talk about routine activities or habits.
I always buy Armani suits. Do you usually buy designer brands?
• We use the present continuous to talk about ongoing situations and projects.
Sanyo is now reacting to this demand.
• We use present contiuous to talk about temporary situations.
We are testing a new brand at the moment.

A. Which of the time expressions below do we usually use with the present simple? Always, as a rule, generally, normally, usually, often, never, regularly, sometimes,
seldom, nowadays, when, frequently, every day, now and then, etc
B. Which of the time expressions do we usually use with the present continuous? Now, today, right now, at present, tonight, tomorrow, this afternoon, soon, in a few
days, this morning, etc
Which are used with both?



Usually [Simple present tense]
this year [Simple present continuous tense]
every day [Simple present tense]
now [Simple present continuous tense]
Often [Simple present tense]
Nowadays [Simple present tense and Simple present continuous tense]
once a month [Simple present tense]
Currently [Simple present continuous tense]
at the moment [Simple present continuous tense]
these days [Simple present continuous tense]

C. Complete these sentences with the present simple or the present continuous forms of the verbs in brackets.

1.a. This year we trying (try) to develop a brand with personality.
b. We usually develop (develop) brands that say something.
2. a. Powerful brand names create (create) strong costumer loyalty.
b. At the moment we looking (look) for a new brand name that suggests something about the product’s benefits and qualities.
3. a. L’Oreal sells (sell) cosmetics and toiletries to customers around the world.
b. This year L’Oreal investing (invest) over 180£m in R & D.
4. a. The marketing department always keep (keep) within its budget.
b. Because the company made a loss last year, the marketing department try (try) to reduce costs.

D. Complete the text below with the present simple or present continuous forms of the verbs in brackets.

At the moment I working (work) for a cosmetics company. We offer a full range of cosmetic products and sell (sell) cosmetics and toiletries around the world. Our main cosmetics brand dominate (dominate) the French market and it doing (do) well in the rest of Europe at the moment, too. In fact, the brand become (become) more and more popular throughout the world and our market share grow (grow) everyday.
We usually develop (develop) and extend (extend) productsunder our existing brand name. The brand is distinctive and stands (stand) out from the competition. However, this year we creating (create) a completely new brand of cosmetics.

Discussion
Two Promotions

A.Work in pairs. Student A reads case 1 and answers the questions. Student B read Case 2 and answer the questions.


Case 1 : Harley Davidson.

In 2003 the Harley Davidson brand was 100 years old. Although its brand image is based on the spirit of wild and rebellious youth such as Marlon Brando in the film The Wild One (1954), the typical consumer is very different. They are likely to be rich, middle-aged accountants trying to recapture their youth. The average age of Harley Davidson customers is 46 compared with 36 for the rest of the motorbike industry. At the party to celebrate the centenary, the surprise performance was actually Elton John, rather than the Rolling Stones who many people had expected. This caused many of the 150,000 riders and dealers to leave the event very unhappy. Although sales and earnings for Harley Davidson have been increasing for the past 18 years, many people see the trouble on the road ahead. The problem is Harley Davidson’s typical customers from the baby –boom generation (1946 – 1964) and, as these customers get older, Harley Davidson may find its market shrinking.

1. What is the brand image of Harley Davidson? Brand image is based on the spirit of wild and rebellious youth such as Marlon Brando in the film The Wild One (1954)
2. Why were many people unhappy about the music at the party? Because, At the party to celebrate the centenary, the surprise performance was actually Elton John, rather than the Rolling Stones who many people had expected.
3. What problem could have Harley Davidson have in the future? The problem is Harley Davidson’s typical customers from the baby –boom generation (1946 – 1964) and, as these customers get older
4. What can Harley Davidson fo to preserve it sales? Should it change its brand image? Should it look for a new market segments? Should it stretch its brand? My opinion is Harley Davidson should look for a new market segment

Case 2 : JCB

JCB is a world-famous engineering company. It was founded in 1945 by Joseph Cyril Bamford. He began his business working alone in a small garage. JCB makes construction and agricultural equipment such as tractors, earth-moving vehicles, and loading machines. Now its world headquarters in England is one of the finest engineering factories in Europe. The company produces over 130 different models on four different continents and sells a full range of equipment in over 150 countries. It is truly a global brand.
JCB’s research showed that its customers associated with the company with the following brand values :’yellow,’digger’, and ‘durable’. Adult saw the brand and being functional. Children, on the other hand, saw the brand as ‘big’, ‘muddy’ and ‘fun’. JCB made a decision to stretch its brand.

1. Where does the name JCB come from? JCB come from the name of Joseph Cyril Bamford. He is founded a world-famous engineering company(JCB)
2. What was surprising about JCB’s customer research? JCB’s research showed that its customers associated with the company with the following brand values :’yellow,’digger’, and ‘durable’
3. What sort of products do you think JCB developed as a result of its research? JCB makes construction and agricultural equipment such as tractors, earth-moving vehicles, and loading machines.
4. Can you think of a similar example of brand-stretching in your country?

Useful Language

Asking for opinions Agreeing Making suggestions
How do you feel about…..? That’s true I think we should….
What do you think? I agree How about… ?
What’s your opinion? Absolutely / exactly Why don’t we … ?
What’s your view? I think so too. Perhaps we could….

Giving opinions Disagreeing
I think……./ I don’t think ……… I see / know what you mean, but….
In my opinion……. I’m afraid I can’t agree
Maybe, but…


UNIT 2
TRAVEL

A. Answer these questions individually. Then compare your answers with a partner.

1. How often do you travel by air, road and sea? I often travel by the road.
2. What do you enjoy about traveling? What don’t you enjoy? I enjoy my travelling because I will know a lot of new place, so I have new experience from my travelling. I don’t enjoy my travelling because I had a worst experience from some place i trip before
3. Put the following in order of importance to you when you travel?

Comfort safety price reliability speed
a. safety
b. comtort
c. price
d. realibility
e. speed

4. Does the order change for different types of travel? Yes, It does

B. Choose the correct word from the box to complete the following list of things which irritate people when flying.

Seats trolleys queues luggage
Room cancellations food jet

1. Not enough leg trolleys
2. lost or delayed seats
3. long queues at check in
4. poor quality foad and drink
5. no baggage room available.
6. overbooking of luaggage
7. flight delays and cancellations
8. jet -lag

Vocabulary
British and American English

A. Match the words and phrases below which have the same meaning. For each pair decide which is British English and which is American English.

1. subway a. motorway [ 6 ]
2. city centre b. lift [ 8 ]
3. carry-on baggage c. public toilet [ 7 ]
4. one way d. schedule [ 10 ]
5. return e. economy class.[ 9 ]
6. freeway f. single [ 4 ]
7. rest room g. parking lot [ 11 ]
8. elevator h. underground [ 1 ]
9. coach class i. hand luggage [ 3 ]
10. timetable j. round trip [ 5 ]
11. car park k. downtown.[ 2 ]

B.Work in pairs. Use words or phrases in American English from exercise A to complete the text below.

My last overseas business trip was a nightmare from start to finish. First of all there was a delay on the way to the airport as there was an accident on the motorway When I got there I found the lower level of the airport underground was flooded. Next my hand luggage. was closed and there were no cabs at all. After long time trying to read the schedule and waiting for forty minutes, we finally got a bus economy class and found the hotel, but the lift wasn’t working and our rooms were on the fifth floor.

Reading
Air Rage

A. Answer these questions before you read the article.
1, What was your worst experience when traveling by air? I don’t worst experience when travelling by air, because I have never travelling by air
2. Why do some people get angry when they are traveling on a plane? Because the flight
often was a delay, a cancellations, and service from the flight company not satisfy





Road ragers in the sky
By Derek Brown

Airlines and their long-suffering customers are reporting a steep climb in air rage incidents. Some incidents are apparently caused by problems which are familiar to many regular travellers. One case reported from America stemmed from an interminable delay in takeoff, when passangers were cooped up in their aircraft on the tarmac or our hours, without food, drink or information. Mass unrest is less common the individual misbehaviour, as in the case of the convict who recently went crazy on a flight, attacked the crew and tried to open the door in mind flight.
The psychology of air rage is a new are o study, and there are almost as many explanations as examples. Most analysis of the phenomenon blame alcohol, but many people now think that the airlines are at fault. To cut costs, they are cramming ever more passangers into their aircraft, while reducing cabin crew, training, and quality of service, all o which increase passenger frustration. In addition, there are increasing concern in the US about another cost-cutting exercise, which could seriously harm passengers’ health: cabin ventilation.
I. Modern aircraft are equipped with sophisticated air conditioning devices – but running them at.optimum capacity burns up valuable aviation fuel. Many airlines routinely instruct their flight crews to run the systems on minimum settings. Champaignes for improved air quality claim that this can lead to irritability and disorientation.
In the US, the soaring number of passenger complaints across a wide range of issues is reflected in a number of new internet sites which criticize the airline and demand better service. One of the sites is demanding an air passengers’ Bill of Rights.
Cabin and flight crews, who are in the front line of the battle against disruptive and dangerous in-flight behaviour, have called for stiffer penalties against the offenders. Management have also called or legislation – while denying that its cost-cutting practices have contributed to the problem. But there are some signs, in the US at least, that the airlines are at last attempting to respond to customer dissatisfaction. Some major lines have announced concessions to the most frequent complaint for all, and are removing seats to make more room for their customers.

Exercise:
A.COMPLETE EACH DIALOGUE WITH THE CORRECT FROM OF GOING TO
OR WILL
1 A.I’m really sorry,I can’t take you to the station .Something has just come up
B.Oh,don’t worry,I will take (take) a taxi

2 A.We’ve chosen a name four new low-cost airline
B.Really,What will you call (you/call) it?

3 A.Have you decided how to increase the number of passengers?
B.Yes,we going to offer (offer) a family discount at weekends.

4 A.I can’t send an e-mail to the travel agent;my computer’s just crashe
B.Write down your details and I will fax (fax) them over for you.
5 A.How’s your daughter?
B.She’s fine.She going to learn (learn) to be a pilot for the flying doctor service next
Year!

B.USE THE PRESENT CONTINUOUS OR THE PRESENT SIMPLE TO COMPLETE
THE SENTENCES BELOW

1.His flight arrives at 9 o’clock tomorrow morning.
2.We’re staying at the Hilton Hotel for next month’s sales conference.
3.The next seminar is begins at 3 p.m
4.I am travelling by train from Paris to London next time.
5.The boat is departs at midday so you have the whole morning to get ready.
6.The delegation from China are seeing the Chairman the following Monday

C.WORK IN PAIRS.TAKE TURNS TO COMPLETE THE SENTENCES BELOW.USE
GOING TO,WILL,THE PRESENT CONTINUOUS OR THE PRESENT SIMPLE.

1.I’m sorry,I can’t attend the sales meeting tomorrow, iam going to go chek my teeth.
2.The marketing department have decided on their travel plans for the next month, they are going to go to the beach.
3.The trains are delayed because of bad weather,so Iam going to the restaurant near the station to eat
4.Don’t worry if you can’t drive me to airport, I will use the taxi.
5.I’ve got the details of your flight to Turkey,I will get the detail
6.Oh,no!There’s been an accident and the traffic is very crowded

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Business English

( taken from MAKET LEADER)

UNIT 1

BRANDS

	Value for money luxurious timeless well-made top of the range durable inexpensive cool Reliable stylish fashionable sexy

1. List some of your favourite brands. Then answer these questions.

1. Are they International or national brands? They are International Brands
2. What image and qualities does each one have? Use the following words and phrases to help you? Image and qualities of each brands is cool and durable

3. Why do people buy brands? Because brands goods have high quality

4. Why do you think some people dislikes brands? Because the brands is not reliable

5. How loyal are you to the brands you have chosen? I will loyal if product of the

brands is well - made and have top of range

For example, when you buy jean, do you always buy Levi’s

2. A recent survey named the brands below as the world’s top ten. Which do you think is number one? Rank the others in order.

	Marlboro Nokia Mercedes General Electric Intel IBM Microsoft Coca – cola Mc Donald’s Disney

The answer :

1. Generel Electric
2. Microsoft
3. Coca – cola
4. Marlboro
5. IBM
6. Mc Donald’s
7. Nokia
8. Disney
9. Intel
10. Mercedes

** From Rank of global Brands

Vocabulary

Brand Management

1. Match these word partnerships to their meanings.

B R A N D PRODUCT	1. Loyalty [ J ]	a. the name given to a product by the company that makes it.
	2. Image [ C ]	b. using an existing name on another type of product
	3. stretching [ B ]	c. the ideas and beliefs people have about a brand
	4. awareness [ E ]	d. the tendency to always buy a particular brand
	5. name [ A ]	e. how familiar people are with a brand
	6. launch [ I ]	f. the set of products made by a company
	7. lifecycle [ D ]	g. the use of a well-known person to advertise products
	8. range [ F ]	h. When products are used in films or TV programs
	9. placement [ H ]	i. The introduction of a product to the market
	10. endorsement [ G ]	j. the length of time people continue to buy a product

2. Complete these sentences with word partnerships from exercise A

BRAND

1. the creation of Virgin Cola, Virgin Air, Virgin Rail and Virgin bride is an example of … brand stretching …
2. Consumers who always buy Levi’s when they need a new pair of jeans are showing …Brand awareness…
3. not enough people recognize our logo; we need to spent a lot more on raising …. Brand Image….

PRODUCT

1. David Beckham advertising Vodafone is an example of … product endorsement..
2. A …Product launch ... consists of introduction, growth , maturity and decline.
3. the use of BMW cars and Nokia phones in James Bond films are examples of … Product placement…

3. Make sentences of your own using the word partnerships in Exercise A.

1. I'll loyalty using nestle products for safe and hygienic
2. we must keep the image of our products very well, therefore, serve customers well
3. give the costumers discount and sample can be use to stretching the product
4. awareness people to buy original product will help goverment
5. not a few more people who have choose products are already well-known names
6. I have to prepare an electronic product launching
7. Many people livecycle one product if they believe that product
8. using well-known artist for his advertising will increase range of people to buy it
9. good advertising placement will attract customers
10. more and more endorsements from well-known artists will attract many customers

Reading

Outsourcing Production

1. Why do some companies make luxury products abroad rather than at home? Because they trust about the quality for the products

2. Read the article and answer these questions.
1. Which brands are mentioned? Do you know which country each is from? Burberry (Italy), Coach (US), Prada (Italy), Gucci (Italy)
2. Which companies make all of their products in their own country? Prada makes all of their products in their own country

Made in Europe

By Jo Johnson, Fred Kapner and Richard McGregor

Almost every fashion label outside the top super-luxury brands is either already manufacturing in Asia or thinking of it. Coach, the US leather goods maker, is a classis example. Over the past five years, it has lifted all its gross margins by manufacturing solely in low-cost markets. In March 2002 it closed its factory in Lares, Puerto Rico, its last company-owned plant, and outsources all its products.

Burberry has many Asian licensing arrangements. In 2000 it decided to renew Sanyo’s Japanese licence for 20 ten years. This means that almost half of Burberry’s sales at retail value will continue to be produced under licence in Asia. At the same time however, Japanese consumers prefer the group’s European-made products.

Sanyo is now creating to this demand for a snob alternative to the Burberry products made in its factories across Asia by opening a flagship store in Tokyo’s Ginza, where it sells Burberry products imported from Europe.

In interviews with the FT, many executives says the top luxury brands will continue to be seen, particularly in Asia, as European. Domenico De Sole of Gucci says “ The Asian Consumer really dos believe – whether it’s true or not – that luxury comes from Europe and must be made there to be the best.’

Serge Weinberg, Chief Executive of Pinault Printemps Redoute, which controls Gucci, says it will not move Gucci’s production of shore. Yet some in the industry recognize that change may be round the corner even for the superluxury brands. Patrizio Bertelli, Chief Executive of Prada, says:’ The “Made in Italy” label is important but what we are really offering is a style, and style is an expression of culture.’ He therefore recognizes that quality fashion items may not always need to be produced in italy.

Amitava Chattopadhyay, professor of marketing at Insead, the business school, says:’ A brand is a set of associations in the mind of the consumer and one of these is the country of origin. . For luxury goods, the role of the brand is crucial. To damage it is a cardinal sin and no brand manager will want to get the balance between manufacturing location and the brand image wrong’.

From the Financial Times

FINANCIAL TIMES

World Business Newspaper

C Which of these statements are true? Correct the false ones.

1. Coach has no longer factory in Puerto Rico. [true]
2. Coach, like many other companies, is outsourcing its product to reduce costs. [true]
3. Some Japanese people choose to buy Burberry products made in Europe rather than in Japan. [true]
4. Sanyo’s store in Tokyo sells Burberry’s product made in Asia. [false]
5. According to Domenico De Solle, the best luxury products are made in Japan. [false]
6. Gucci is planning to outsource some of its products. [false]
7. Partizio Bertelli believes that luxury fashion products should always be made in Europe [false]
8. Amitava chattopadhyay says that companies need to pay careful attention to where they manufacture their products. [true]

3. Choose the best summary of the article.

1. Most manufacturers of luxury brands do not wish to produce their goods in low-cost countries because their believe that it will damage their brand image.
2. Most manufacturers of top brands now produce their goods in low cost countries. Consumers no longer care about where the products are manufactured.
3. Asian consumers think that European luxury goods are of high quality. The current trend of making such goods in Asia could damage the reputation of these luxury brands.

Language Review

Present simple and present continuous.

The Present simple and Present continuous have several uses.

• We use the present simple to give factual information, for example about company activities.

Coach outsources all its products.

Does Burberry outsource its products?

• We use the present simple to talk about routine activities or habits.

I always buy Armani suits. Do you usually buy designer brands?

• We use the present continuous to talk about ongoing situations and projects.

Sanyo is now reacting to this demand.

• We use present contiuous to talk about temporary situations.

We are testing a new brand at the moment.

A. Which of the time expressions below do we usually use with the present simple? Always, as a rule, generally, normally, usually, often, never, regularly, sometimes,

seldom, nowadays, when, frequently, every day, now and then, etc

B. Which of the time expressions do we usually use with the present continuous? Now, today, right now, at present, tonight, tomorrow, this afternoon, soon, in a few

days, this morning, etc

Which are used with both?

Usually [Simple present tense]

this year [Simple present continuous tense]

every day [Simple present tense]

now [Simple present continuous tense]

Often [Simple present tense]

Nowadays [Simple present tense and Simple present continuous tense]

once a month [Simple present tense]

Currently [Simple present continuous tense]

at the moment [Simple present continuous tense]

these days [Simple present continuous tense]

3. Complete these sentences with the present simple or the present continuous forms of the verbs in brackets.

1.a. This year we trying (try) to develop a brand with personality.

b. We usually develop (develop) brands that say something.

2. a. Powerful brand names create (create) strong costumer loyalty.

b. At the moment we looking (look) for a new brand name that suggests something about the product’s benefits and qualities.

3. a. L’Oreal sells (sell) cosmetics and toiletries to customers around the world.

b. This year L’Oreal investing (invest) over 180£m in R & D.

4. a. The marketing department always keep (keep) within its budget.

b. Because the company made a loss last year, the marketing department try (try) to reduce costs.

4. Complete the text below with the present simple or present continuous forms of the verbs in brackets.

At the moment I working (work) for a cosmetics company. We offer a full range of cosmetic products and sell (sell) cosmetics and toiletries around the world. Our main cosmetics brand dominate (dominate) the French market and it doing (do) well in the rest of Europe at the moment, too. In fact, the brand become (become) more and more popular throughout the world and our market share grow (grow) everyday.

We usually develop (develop) and extend (extend) productsunder our existing brand name. The brand is distinctive and stands (stand) out from the competition. However, this year we creating (create) a completely new brand of cosmetics.

Discussion

Two Promotions

A.Work in pairs. Student A reads case 1 and answers the questions. Student B read Case 2 and answer the questions.

Case 1 : Harley Davidson.

In 2003 the Harley Davidson brand was 100 years old. Although its brand image is based on the spirit of wild and rebellious youth such as Marlon Brando in the film The Wild One (1954), the typical consumer is very different. They are likely to be rich, middle-aged accountants trying to recapture their youth. The average age of Harley Davidson customers is 46 compared with 36 for the rest of the motorbike industry. At the party to celebrate the centenary, the surprise performance was actually Elton John, rather than the Rolling Stones who many people had expected. This caused many of the 150,000 riders and dealers to leave the event very unhappy. Although sales and earnings for Harley Davidson have been increasing for the past 18 years, many people see the trouble on the road ahead. The problem is Harley Davidson’s typical customers from the baby –boom generation (1946 – 1964) and, as these customers get older, Harley Davidson may find its market shrinking.

1. What is the brand image of Harley Davidson? Brand image is based on the spirit of wild and rebellious youth such as Marlon Brando in the film The Wild One (1954)
2. Why were many people unhappy about the music at the party? Because, At the party to celebrate the centenary, the surprise performance was actually Elton John, rather than the Rolling Stones who many people had expected.
3. What problem could have Harley Davidson have in the future? The problem is Harley Davidson’s typical customers from the baby –boom generation (1946 – 1964) and, as these customers get older
4. What can Harley Davidson fo to preserve it sales? Should it change its brand image? Should it look for a new market segments? Should it stretch its brand? My opinion is Harley Davidson should look for a new market segment

Case 2 : JCB

JCB is a world-famous engineering company. It was founded in 1945 by Joseph Cyril Bamford. He began his business working alone in a small garage. JCB makes construction and agricultural equipment such as tractors, earth-moving vehicles, and loading machines. Now its world headquarters in England is one of the finest engineering factories in Europe. The company produces over 130 different models on four different continents and sells a full range of equipment in over 150 countries. It is truly a global brand.

JCB’s research showed that its customers associated with the company with the following brand values :’yellow,’digger’, and ‘durable’. Adult saw the brand and being functional. Children, on the other hand, saw the brand as ‘big’, ‘muddy’ and ‘fun’. JCB made a decision to stretch its brand.

1. Where does the name JCB come from? JCB come from the name of Joseph Cyril Bamford. He is founded a world-famous engineering company(JCB)

2. What was surprising about JCB’s customer research? JCB’s research showed that its customers associated with the company with the following brand values :’yellow,’digger’, and ‘durable’

3. What sort of products do you think JCB developed as a result of its research? JCB makes construction and agricultural equipment such as tractors, earth-moving vehicles, and loading machines.

4. Can you think of a similar example of brand-stretching in your country?

Useful Language

Asking for opinions Agreeing Making suggestions

How do you feel about…..? That’s true I think we should….

What do you think? I agree How about… ?

What’s your opinion? Absolutely / exactly Why don’t we … ?

What’s your view? I think so too. Perhaps we could….

Giving opinions Disagreeing

I think……./ I don’t think ……… I see / know what you mean, but….

In my opinion……. I’m afraid I can’t agree

Maybe, but…

UNIT 2

TRAVEL

A. Answer these questions individually. Then compare your answers with a partner.

1. How often do you travel by air, road and sea? I often travel by the road.
2. What do you enjoy about traveling? What don’t you enjoy? I enjoy my travelling because I will know a lot of new place, so I have new experience from my travelling. I don’t enjoy my travelling because I had a worst experience from some place i trip before
3. Put the following in order of importance to you when you travel?

Comfort safety price reliability speed

1. safety
2. comtort
3. price
4. realibility
5. speed

4. Does the order change for different types of travel? Yes, It does

B. Choose the correct word from the box to complete the following list of things which irritate people when flying.

Seats trolleys queues luggage

Room cancellations food jet

1. Not enough leg trolleys
2. lost or delayed seats
3. long queues at check in
4. poor quality foad and drink
5. no baggage room available.
6. overbooking of luaggage
7. flight delays and cancellations
8. jet -lag

Vocabulary

British and American English

A. Match the words and phrases below which have the same meaning. For each pair decide which is British English and which is American English.

1. subway a. motorway [ 6 ]
2. city centre b. lift [ 8 ]
3. carry-on baggage c. public toilet [ 7 ]
4. one way d. schedule [ 10 ]
5. return e. economy class.[ 9 ]
6. freeway f. single [ 4 ]
7. rest room g. parking lot [ 11 ]
8. elevator h. underground [ 1 ]
9. coach class i. hand luggage [ 3 ]
10. timetable j. round trip [ 5 ]
11. car park k. downtown.[ 2 ]

B.Work in pairs. Use words or phrases in American English from exercise A to complete the text below.

My last overseas business trip was a nightmare from start to finish. First of all there was a delay on the way to the airport as there was an accident on the motorway When I got there I found the lower level of the airport underground was flooded. Next my hand luggage. was closed and there were no cabs at all. After long time trying to read the schedule and waiting for forty minutes, we finally got a bus economy class and found the hotel, but the lift wasn’t working and our rooms were on the fifth floor.

Reading

Air Rage

A. Answer these questions before you read the article.

1, What was your worst experience when traveling by air? I don’t worst experience when travelling by air, because I have never travelling by air

2. Why do some people get angry when they are traveling on a plane? Because the flight

often was a delay, a cancellations, and service from the flight company not satisfy

Road ragers in the sky

By Derek Brown

Airlines and their long-suffering customers are reporting a steep climb in air rage incidents. Some incidents are apparently caused by problems which are familiar to many regular travellers. One case reported from America stemmed from an interminable delay in takeoff, when passangers were cooped up in their aircraft on the tarmac or our hours, without food, drink or information. Mass unrest is less common the individual misbehaviour, as in the case of the convict who recently went crazy on a flight, attacked the crew and tried to open the door in mind flight.

The psychology of air rage is a new are o study, and there are almost as many explanations as examples. Most analysis of the phenomenon blame alcohol, but many people now think that the airlines are at fault. To cut costs, they are cramming ever more passangers into their aircraft, while reducing cabin crew, training, and quality of service, all o which increase passenger frustration. In addition, there are increasing concern in the US about another cost-cutting exercise, which could seriously harm passengers’ health: cabin ventilation.

I. Modern aircraft are equipped with sophisticated air conditioning devices – but running them at.optimum capacity burns up valuable aviation fuel. Many airlines routinely instruct their flight crews to run the systems on minimum settings. Champaignes for improved air quality claim that this can lead to irritability and disorientation.

In the US, the soaring number of passenger complaints across a wide range of issues is reflected in a number of new internet sites which criticize the airline and demand better service. One of the sites is demanding an air passengers’ Bill of Rights.

Cabin and flight crews, who are in the front line of the battle against disruptive and dangerous in-flight behaviour, have called for stiffer penalties against the offenders. Management have also called or legislation – while denying that its cost-cutting practices have contributed to the problem. But there are some signs, in the US at least, that the airlines are at last attempting to respond to customer dissatisfaction. Some major lines have announced concessions to the most frequent complaint for all, and are removing seats to make more room for their customers.

Exercise:

A.COMPLETE EACH DIALOGUE WITH THE CORRECT FROM OF GOING TO

OR WILL

1 A.I’m really sorry,I can’t take you to the station .Something has just come up

B.Oh,don’t worry,I will take (take) a taxi

2 A.We’ve chosen a name four new low-cost airline

B.Really,What will you call (you/call) it?

3 A.Have you decided how to increase the number of passengers?

B.Yes,we going to offer (offer) a family discount at weekends.

4 A.I can’t send an e-mail to the travel agent;my computer’s just crashe

B.Write down your details and I will fax (fax) them over for you.

5 A.How’s your daughter?

B.She’s fine.She going to learn (learn) to be a pilot for the flying doctor service next

Year!

B.USE THE PRESENT CONTINUOUS OR THE PRESENT SIMPLE TO COMPLETE

THE SENTENCES BELOW

1.His flight arrives at 9 o’clock tomorrow morning.

2.We’re staying at the Hilton Hotel for next month’s sales conference.

3.The next seminar is begins at 3 p.m

4.I am travelling by train from Paris to London next time.

5.The boat is departs at midday so you have the whole morning to get ready.

6.The delegation from China are seeing the Chairman the following Monday

C.WORK IN PAIRS.TAKE TURNS TO COMPLETE THE SENTENCES BELOW.USE

GOING TO,WILL,THE PRESENT CONTINUOUS OR THE PRESENT SIMPLE.

1.I’m sorry,I can’t attend the sales meeting tomorrow, iam going to go chek my teeth.

2.The marketing department have decided on their travel plans for the next month, they are going to go to the beach.

3.The trains are delayed because of bad weather,so Iam going to the restaurant near the station to eat

4.Don’t worry if you can’t drive me to airport, I will use the taxi.

5.I’ve got the details of your flight to Turkey,I will get the detail

6.Oh,no!There’s been an accident and the traffic is very crowded

Continue >>>