Lesson

06 Decide
Why do you decide to buy certain
products?

VENERAPAN

SA
SALE

➖➖➖➖➖
SALE
 Lesson Focus

Topic 경제생활의 이해 / 판매 전략과 현명한소비 습관

Communicative Functions
• 만족이나 불만족에 대해 묻기 | How do you like the headphones?
- 확실성 정도 묻기 | Are you sure it fits correctly?
Language Structures
. Without decisions to make, being a consumer would
be easier but less interesting.
• Product placement seems to have been designed
to give suggestions to consumers.

Lesson Goal

Shopping Trips / Practical Marketing

경제적인 소비 생활과 다양한 판매 및 홍보 방법에 관한
Listen 내용을 듣고 이를 자신에게 적용하여 말할 수 있다.
&

Hear from a Top Saver

Speak
절약하는 삶으로 유명한 인물에 대한 인터뷰를 듣고 자신
만의 유용한 절약 방법을 말할 수 있다.

A Jungle of Choice
Read 판매 전략과 소비 심리에 관한 글을 읽고, 합리적인 선택과
현명한소비를 하기 위한 안목을 키울 수 있다.

Describe a Graph

Write 해외 온라인 쇼핑몰에 대한 불만사항을 보여 주는 그래프를

분석하여 설명하는 글을 쓸 수 있다.

My Study Plan

▸ Which of the goals above interests you the most?

ex. I'm interested in hearing from a top saver about his saving secrets.

SALE ▶ What will you need to achieve your goals?

75 ex. I'll probably need to look back on my spending habits first.

 Listen and

Speak 1 Shopping Trips

만족이나 불만족에 대해 묻기 How do you like the headphones?

A Get Ready

Do you remember what you bought last week? Complete the table and think about

your spending habits.

3335

Weekly Cash Book

Food Clothes Books Entertainment Others

Product

Price

B Listen In

1 Which statement is NOT true about the dialog?

a The baked chicken is on sale today.

b The man thought the chicken tasted bad.

c The speakers won't buy the chicken today.

2 Fill in the blanks in the receipt.

RECEIPT

Date: Oct 20, 2018 10:25 AM

Item
Qty Price
headphones 1
$100

*******
50% Discount Strategy
-$50
Coupon
-$" 숫자 정보를 파악할 때에는 수치를
Total
근거로 대화의 흐름을 이해하고
Lesson

$21
간단한 계산식은 메모하여 듣는다.
06

134
C Speak Out

1 Listen and fill in the blanks. Then practice the dialog with your partner.

How did you like

No. It's bright, but it consumes a lot
? Would

of energy.
you recommend it to me?

2 Talk with your partner about the products that you want to recommend.

Top Electronics

Your Own
green tea hand cream wireless speaker
smooth and not too oily light and convenient

Sample

A Hey, have you used the green tea hand cream from ABC Skin Care?
B Yes, I have. Why?

A How did you like it? I'm thinking of buying it.

B It is smooth and not too oily. I strongly recommend it.

Expression+ How do you like...? Are you satisfied with... ? Is this what you liked?

Self-check
***good

듣고 이해할 수 있다 1 2 3
"How do you like...?
활용하여 말할 수 있다. 1 2 3 135
 2

확실성 정도 묻기 Are you sure it fits correctly?

AGet Ready

Suppose you're selling the following items. Which feature would you emphasize in
your advertisement?

B Listen In

1 Which of the following is NOT mentioned about the product?

a price b gift c material

2 How will the items be placed at the booth? Write the letter in an appropriate place.

FLEA MARKE
Lesson
06

136
C Speak Out

1 Listen and fill in the blanks. Then practice the dialog with your partner.

Are you sure Of course! I'm sure that we'll sell

will draw people's attention? tons of cookies.

2 Think of the popular foods of the towns below. Then talk with your partner

about the promotion slogan.

Anseong

Anheung

Daegu
Cheonan

Help
Imsil
Don't miss ...'s unique flavor!

Get a taste of ...'s pride!

Jejudo Sample the delights of...!

What would be the best promotion slogan for Hallabong chocolate?

How about "Enjoy the fresh and sweet taste of Jejudo"?

Are you sure it captures the essence of Hallabong chocolate?

Strategy
Yes. I'm sure it does.
정보의 내용을 확인할 때에는
알고 싶은 부분에 중점을 두어

되묻는다.
Expression Are you sure...? . Are you certain...?How sure are you that...?

Self-check
***** good

듣고 이해할 수 있다. 123

Are you sure...?
활용하여 말할 수 있다. 12 3 137
 In Real Life
Hear from a Top Saver

Teens&Talk

A Listen to the Talk Show

Listen and complete the posting on the blog.

BIANCE ABC

Paragraph My Online Mentor's Interview

My online mentor, Rick Smith, had an interview!

The following is what he said at the interview.
• He brings his lunch and snacks to school.
He" home instead of taking the bus.

• He watches movies on TV.

He shops at stores.

His purpose of saving money: To start his own "

His advice: Be clear about your " for saving money.
Lesson
06

138
B Express Yourself
1 Look at the saving tips below and think of your own ideas. Then talk about them
with your partner using the expressions below.
Your Own
George

Situation When I
Situation When I buy clothes online
Tips
Tips always visit one store
Reason get more discounts for Reason

frequent buyers

Help
visit second-hand stores collect coupons
make group purchases

Do you have any saving tips to share?

How does that help you save?
Expressions
--helps me save because.....

Presentation

2 Make a presentation to your class about your saving tips.

Hello, class. Are you sure you're using your money wisely
and efficiently? Let me tell you what I do: when I buy
clothes online, I always visit one store. This way, I can get
more discounts for frequent buyers. It's not a large

amount of money, but remember that every little bit counts.

I hope this tip will be helpful.

Peer-check
****good

자신의 절약 방법과 이유를 조리있게 말하였다. 123

어휘와 표현을 자연스러운 억양으로 적절하게 말하였다. 123 139

 A Answer the questions and assess your spending habits.

What Kind of Consumer Are You?

Yes No

1 Have you recently gone shopping without planning to buy an item? M

2 Have you forgotten what you purchased over the past 6 months? ■

3 Have you recently bought something because others have it? M

4 Do you often borrow money from your friends to buy things? E L

5 Do you often skip comparing prices before buying things? ■

• The fewer yeses you have, the more planned purchases you make.

source: Carol Yip, Smart Money-User, Perpustakaan Negra Malaysia, 2007, pp. 58-59

B Read and complete the dialog with your words.

My parents bought me Wow, it looks

a new cell phone!
Now, my OLD accessories
gorgeous! They work pretty
don't seem to go well
well, don't they?
with this NEW phone.

OLTA
Diderot effect
If I were you,
I would

Yeah, but I'd feel

happier if I got
new accessories too.
Lesson

Diderot effect(디드로 효과 하나의 상품을 구입한 후, 그 상품과 연관된 제품을 연속적으로 구입하게 되는 현상
0

140
 BUY
ONE
A Jungle ↑
GET

ONE of Choice
Real FREE

Thing lll

UPY
TO 50%
70% SAMALE SALE

LSPAD MU
50%
OFF
FINAL
MOTO SALE
FALL Antonian ILI
TOUTO EVERYTHING
ww

xx

글을 이해하며 읽는 데 걸리는 시간을 수업 전과 후에 각각 점검해 보세요 p. 145)

Paragraph1 Decisions, decisions, decisions.... Being a consumer is Strategy

Summarizing
tough these days. At the same time, without decisions to make, 각 단락의 요지를 파악하고 관련
핵심 정보를 이용해 내용을 요약
being a consumer would be easier but much less interesting. Stores 해 본다.
Go to Q3, Q6

are full of attractive products. Advertisements cover cars and

5 buildings, TV commercials shout slogans, and pop-up promotions
on the Internet can be annoying. Since we can't have everything we
want, we have to make the resources that we have go far as 01
Why do we have to make
possible. Imagine that you go to a shopping mall to buy a pair of our resources go as far as

jeans. Let's take a look at some of the things that may affect your possible?

decisions while you are there.

LI decision L1 consumer LS Commercial LS shout LS pop-up L7 resource L affect

Decide
141
 O
U Adn.vivasam.com

자동

Sale
$80

"Hey, these jeans are on sale!"

Have you ever wondered why retail stores put items on
sale? Sales reduce inventory size, making room for the store to
buy more stuff to sell, and they attract customers. If the jeans
were originally $100 but are now on sale for $80, the lower prices
02
would lead more customers to consider buying the jeans and
Why do retail stores put
theiritemson sale?
spending another $20 on a T-shirt, too. The bottom line is that

sales attract customers that might not have made purchases at the
regular price, and they motivate customers to spend because their

money can now buy more.

AP
"Become the person you've always wanted to be."
A Junglet
of Choice
For Jeans are jeans, right? Well, no! There are ordinary jeans

and there are designer jeans. As the TV ads prove, beautiful

people wear Brand X, don't they? And you feel you'll be more
beautiful if you wear it, too. This is the power of association.
When advertisers associate appealing images with certain
03

Complete the summary of products, consumers may buy the products to associate
paragraph 3 below.
themselves with those images. You're still the same you, but you
Consumers make a
purchase when they feel better about yourself because you are wearing Brand X's
certain

- with
new jeans. Is this worth paying 25%, 50%, or even 100% more? 20
particular products.
Well, that's up to each individual to decide on his or her own.

retail inventory make room for purchase regular Lemotivate prove

Lassociate-with... Lappealing be upto

142
 1577
Pick
me
up!

"

Paragraph4 Have you ever been offered to buy something that you had 04
What is the purpose of
not planned on buying? A sales clerk may make suggestions to you up-selling?

about what else to buy in addition to your originally planned

5 purchase. This is called up-selling and it's designed to be not only

helpful for you, but also for the store's bottom line. Have you also

noticed that shoes, hats, and socks are displayed together next to Q5 Over to You

one another? They are mostly inexpensive items strategically placed Have you bought
something unplanned?
there. Since you've already decided to buy a pair of jeans, why not
10 buy a pair of sneakers too? No one can tell you that you shouldn't
buy something that really suits you, but remember that the
arrangement of items in a store is not random. Product placement
seems to have been designed to give subtle suggestions to
consumers while they shop.

La clerk
uggestion Lin addition to Ls up-selling
L12 random L13 Subtle
La inexpensive Lestrategically L12 arrangement

143
 Today Only SALE
30%off
all clothing

A refined silhoue comfortabe $2990

fit for everyday SALE

$19.90

What Most People Do

Q6

Complete the summary of

Paragraph Why are you influenced by these marketing strategies?
paragraph 5 below. What's going on in your head? Well, when your brain is loaded with
When we have to deal

with too much information,

too many decisions to make, it may go on "autopilot." Instead of
we stop and
deliberating, you choose the easy way and make your decisions 5
turn on the

mode.
automatically. For example, many people may simply assume that

Q7 Over to You
Write down another
example of simple
assumptions on products.
buying an item on sale will save them money, or that something
with a higher price tag is better in quality. Furthermore, if a cashier
recommends something, you may feel as if you "needed" it all along.

L3load L autopilot Linstead of LS deliberate L6 automatically Le simply Lassume

144
 Notice What's Out There!

Q8
Paragraph If there are so many choices and marketing strategies out
What is the first step to
there, how can you become a smart consumer? There isn't a "right" become a smart

consumer?
answer for everyone because we have different tastes and different

5 values, but the first step is to be aware of your "autopilot" mode.

To prevent this, ask yourself these questions before you make any
purchase: Do I really need the product or do I simply want it? 0⁹
What questions are
Would my money be better spent on something else? In the jungle recommended to prevent
autopilot mode?
of information, you may feel overwhelmed. Don't worry, though;
10 being a smart consumer is not something that comes naturally.
Once you start noticing what's out there, your experience and
wisdom will guide you to smart consuming.
수업 전 min. sec. 수업 후 min.

L4 taste LS be aware of L9 overwhelmed L12 guide

source pp. 141145) David Gardner, Tom Gardner, The Motley Fool
Investment Guide for Teens, Simon and Schuster, 2002. pp. 68-70
David C. Colander, Microeconomics(2nd edition), Richard D. Irwin,
1995, pp. 143-144 145
Read and

Think
After You Read

A Complete the diagram to summarize the passage.

Jeans... lens
150%
On Sale OFF

Sales attract and motivate us to " money.

Association

What
Appealing on products make us pay more for the better feelings.
affects your
decisions?

Up-selling & Placement

A sales clerk's suggestions and the arrangement of items in a store
often lead us to make " purchases.

Autopilot Mode
We tend to stop deliberating and choose the " way

when dealing with too much information.

To Be a Smart Consumer
Satisfied!
Be aware of autopilot mode. Notice the marketing" out there.

B Answer the following questions.

1 What is the author's main point?

a Stop spending money on clothing and save it for a rainy day.

b Write reviews of products you have purchased for other consumers.

c Be aware of the choices and marketing strategies before making a purchase.

2 Check T if the statement is true and F if not.

1 Sales tend to make people spend less money. F

T

2 Inexpensive items displayed together lead people to buy more. T F

3 Some companies use the power of association to get people to buy F

T

their products.

146
C Listen and write the number for each advertisement.

GET

EVERYTHING
KOPEAN POP
YOU NEED! STARS CHOICE

THISIS A REALBARGAIN!

Go Beyond

DRead the passage and talk with your partner about the times in which you were

affected by the halo effect.

Do you have a favorite brand? What if a new product is released by a brand you

like? How would you feel about it? If you are more attracted to a product because of

its brand name, you have been affected by the halo effect. According to Edward L.

Thorndike, the impressions you get from the positive qualities or benefits of one

thing can affect your opinion of the qualities of another thing, even if you have never

tried it. For example, the images of a particular computer

brand or your previous assessment of its attributes

could be said to have a halo effect on its whole product

line. People who are happy with their laptop computers

are more likely to buy a cell phone by the same

company than one by another company.

Self-check
good

글을 읽고, 판매 전략이 의사 결정에 미치는 영향을 이해할 수 있다. 123

글을 통해 현명한 소비를 하기 위한 방법을 생각할 수 있다. 1 2 3 147

 Words and Structures

A Word Formation

overwhelm suggestion

over -ion association

overcharge

overuse discussion

Choose an appropriate word to complete the sentence.

1 I'm afraid I'm overwhelmed / overused with homework these days.

2 Ben opposed my association / suggestion that we should remain at the cabin overnight.

B Expressions in Use

• Advertisers associate appealing images with certain products.

Choose a specific work of literature that you can associate with this song.
. The first step is to be aware of your "autopilot" mode.
I was aware of a tall dark figure staring at me.

Fill in the blank to complete the sentence.

1 To
yourself with a role model helps you realize your dream.

2 I suspect that Jessica was of my mistakes on the presentation.

C Word Mates

a purchase regular

make a decision reasonable price

a request cash

Choose an appropriate word to complete the sentence.

1 As team leader, making a purchase / decision is quite difficult for me.

2 We offer a 50% discount off the regular / reasonable price on all winter gloves.

148
D Structures

Point 1

• Without decisions to make, being consumer would be easier but less interesting.
If it were not for (But for)

. Without the support of my family, I would be in real trouble.

Your Own Without your advice, I would

ex. not be able to finish my science project

Complete the sentence to give the same meaning as the given.

1 Without noise pollution, I would sleep well at night.
► If , I would sleep well at night.

2 But for his back injury, Sam could play basketball with us.
Sam could play basketball with us.

3 If it were not for water and air, most living things couldn't survive.

most living things couldn't survive.

Point 2

Product placement seems to have been designed to give suggestions to consumers.

It seems that product placement was designed

Kate seemed to have prepared a lot for her last presentation.

It seemed that Kate had prepared

cf. Many guests seem to be happy with today's dinner.

It seems that many guests are happy

Your Own One of my friends seems yesterday.

ex. to have been sick

Find an error in the second sentences and correct it.

1 Tommy doesn't seem to be interested in the lecture.
It doesn't seem that Tommy was interested in the lecture.

2 Ellen seems to have put in a lot of effort to complete the project.

It seems that Ellen puts in a lot of effort to complete the project.

3 It seemed that a profound discussion on security matters had been held continuously.
A profound discussion on security matters seemed to be held continuously.

149
 Write and

Share
Describe a Graph

Prepare to Write
Check it!

Teens' Shopping Preferences by gender in 2013-2014 (%)

Spring 2013 Spring 2014

JN
20

Male Female Male

26

Female
Online
In-store

(Source: U.S. Teens Are Increasingly Divided in Their Shopping Preferences(2014), Mashable)

The graph shows online and in-s e shopping preferences The topic of the graph

by gender in spring 2013 and 2014. In general, online Graph description

shopping increased while in-store shopping decreased for and tendency

both males and females. The most noticeable change was

with males where online shopping increased from 20% to

Comments
47%. At the same time, online shopping by females increased
from 18% to 26%. Both of these trends resulted in a decrease Strategy

in in-store shopping by both males and females over the 도표를 설명하는 글을 쓸
때에는 수치의 증감비율
time period. 경향성 등을 나타내는말을
활용한다.

Useful Expressions

Trend Proportion Comments

These trends result in....

1 increase, rise, go up take up

The graph suggests....

decrease, fall, go down account for
It seems that....

150
 Write Your Story

1 Using the table on the left, complete the bar graph on the right. Then fill in the
blanks in the following sentences.

Complaints Made on Online Shopping Malls in 2014-2015 (%)

(%)

45 2014
40 21
40 2015
35
Complaints on 2014 2015 35

30
35 40 27
Delivery
25 22.5

Refund/Exchange 22.5 27 20
17
16
15
Payment 5 17
10
5
Communication 37.5 16 5
with Customers
0

Refund/ Communication
Delivery 11

Exchange with Customers

(Source"해외온라인쇼핑몰 관련 소비자 불만 유형(상반기(2015) 한국소비자원

1 The biggest change occurred in which decreased from 37.5%

in 2014 to 16% in 2015.

2 Complaints about ,refund/exchange, and payment all increased

during the time period, with showing the greatest increase.

3 The graph suggests that online shopping malls seem to have improved their

but failed in dealing with the problems with their

customers.

Share Your Story

2 Complete the report using the information in 1.

The graph shows the proportion of different types of

The biggest change occurred in

Complaints about

The graph suggests that

다시 한번 자신의 글을 살펴보며 수정해 봅시다.

Peer-check
good

그래프의 주제 비교 항목 수치 표현, 시사점 등을 정확히 기술하였다. 123

문법 및 철자가 정확하고 어휘 사용이 적절하였다. 123 151

Review
A Listen and answer the questions.

1 What is the relationship between the speakers?

chef-food stylist 2 market researcher - poster designer

3 club adviser - student 4 grocery store clerk - customer

2 Which part will be replaced by the man?

1
BAKE

SALE
October 11th
9:00 AM-Until Sold Out

B Put the conversation in order and practice it with your partner.

Dad, what do you think of this board game?

It's $50! Isn't that a little expensive?

Sounds like you want to buy it. Are you sure you have enough money?

Yeah, it's a little high. But it's not an ordinary game.

Really? How is it different?

Yes, Dad. I have saved my allowance for it and I have a discount coupon.

May I buy it?

Well, all the parts are made of pine wood. It's for people of all ages.

8 OK. I respect your choice.

Lesson
06

152
C Read the following passage and answer the questions.

If there are so many choices and marketing strategies out there, how can you
become a smart consumer? There isn't a "right" answer for everyone because we
have different tastes and different values, but the first step is to be aware of your
"autopilot" mode. To prevent this, ask yourself these questions before you make any
purchase: Do I really need the product or do I simply want it? Would my money be
better spent on something else? In the jungle of information, you may feel
overwhelmed. Don't worry, though; being a smart consumer is not something that
comes naturally. Once you start your experience and

wisdom will guide you to smart consuming.

1 Which best fits in the blank?

enjoying your "autopilot" mode 2 noticing what's out there

3 spending less money on clothes 4 avoiding any purchase of items on sale

2 Which has the same meaning as tastes in the passage?

The chef lost her sense of taste.

2 My son doesn't like the taste of carrots.

3 The hair style is a matter of personal taste.

4 If you taste this dessert, you'll find that it's too sweet.

Read the following passage and write the answers.

Have you noticed that shoes, hats, and socks are displayed together next to one

another? They are mostly inexpensive items strategically placed there. Since you've

already decided to buy a pair of jeans, why not buy a pair of sneakers too? No one

can tell you that you shouldn't buy something that really suits you, but remember that
the arrangement of items in a store is not random. @ It seems that product placement

was designed to give subtle suggestions to consumers while they shop.

1 Rewrite using seem to. Change the form if necessary.

2 Complete the summary of the passage.

next to one another is a marketing

strategy to lead customers to

Self-check for Lesson 06

***good

Listen & Speak 만족이나 불만족에 대해 묻기와 확실성 정도 묻기를 활용하여 말할 수 있다. 1 2 3

Read 판매 전략과 소비심리에 관한 글을 읽고 이해할 수 있다. 123

Write 쇼핑몰에 대한 불만사항을 보여주는 그래프를 분석하고 설명하는 글을 쓸 수 있다 1 2 3

153
 Read
Culture

Street Food Business

Around the World

People run street food booths around the world for a number of reasons, such as
to get an opportunity to open their own business on a budget, to sell food in a lively
place, or to promote their own special recipe. The advantage of these kinds of small
businesses is that they provide opportunities for owners on smaller budgets. At the
same time, consumers benefit because of the variety of food that is available.

Special Family Recipes

In the crowded cities in Vietnam, people

usually keep their doors open, so cooking and

eating food on the street is natural. Street food

businesses in Vietnam are usually owned by the

family, and recipes are kept in the family. These
recipes are often handed down from the mother

of the family to her children.

source: Tracey Lister, Andreas Pohl, Vietnamese Street Food(Kindle Edition), Hardie Grant Publishing, 2012

Meals from the Sky

Melbourne, Australia has many small buildings and narrow

alleys between them. This gave rise to a unique restaurant

called Jafflechutes, which sells sandwiches by parachute. Three

young men wanted to sell sandwiches, but they didn't have the

money to rent a ground floor space. Instead of customers coming

up, they thought why not send sandwiches down? Customers

can pay online, select a time, stand on an 'X' marked outside the

building, and wait for the parachute with their name on it.

154
Food that Moves

In the United States, food trucks have

become very popular among workers in large

cities. Food trucks can move around, and many

sell food that originated in other countries

like Mexico, China, Brazil, and Turkey. For

example, one of many recently popular food

trucks, called Kogi, sells a mix of BBQ from

Korea and food from Mexico. Kogi's

marketing strategy uses social

networking to announce where it

will turn up next.

source: http://www.smithsonianmag.com/travel/the-20-best-food-trucks-in-the-united-states-107081865/?no-ist

Think Together

1 What else are sold on the streets of big cities around the world? Find more

information about them.street food in New York

2 If you were in the street food business, what kind of food would you sell?

Store Name Type of Food

Your Street

Food Business
Main Ingredients Where to Sell It

155