Устинова Н.А. Сборник текстов для студентов заочной формы обучения по английскому языку. Москва, 2005 год
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TEXT 11
Read the text and do the tasks that follow.
HI-FRY - THE SONY STORY
After the Second World War, Akio Morita, the co-founder of Sony, joined
forces with a friend, Masaru Ibuka. Both men knew a great deal about
telecommunications, so they used all their money, about £100, and set up a small
engineering company, Tokyo Tsushin Kogyo. They found a small broken-down
building to use as a laboratory in Tokyo. There were so many holes in the roof that
when it rained, they had to continue working under umbrellas.
Their first task was to decide what to make. They didn’t want to make radios
because of the competition from much larger companies. Instead, they decided to
create an entirely new product, a tape recorder. The succeeded in making a machine,
but unfortunately they didn’t have any tape, and they didn’t know how to produce it.
So they started to experiment, tried using a number of different materials. Finally,
they made a breakthrough. They cut up strips of paper to make a reel, and painted
them with a magnetic material that they heated on a frying pan in their small room. It
worked and they gradually improved the process. In 1950, they began trying to sell
their revolutionary machine.
And the rest is history!
1. Answer the questions.
1. When did Akio Morita and his friend start a company?
2. What was the name of the company?
3. How much money did they have?
4. Where was their laboratory located?
5. Did they make radios?
6. Why didn’t they want to make radios?
2. True or false?
1. Akio Morita and Masaru Ibuka knew a great deal about the production of washing
machines.
2. They decided to make radios.
3. The friends created a new product, a tape recorder.
4. They failed to produce any tape.
5. The company began selling tape recorders in 1950.
3. Translate the text.
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TEXT 12
Read the text about the history of the company and do exercises that
follow.
HALLMARK CARDS, INC
The story begins in 1910, when 18-year-old Joyce Clyde Hall stepped off a
train in Kansas City, with nothing but two shoeboxes of postcards under his arm. He
had little money. Hall printed some invoices and started sending packets of a hundred
postcards to dealers throughout the Midwest. A few of the dealers kept the cards
without paying. Some returned it with an angry note. But about a third sent a check.
Within a couple of months, the teenage businessman had cleared $200 and opened a
checking account. He was in business.
Hall quickly made a name for himself with the picture postcards he sold, but he
knew the future was more than postcards. In 1915, Hall Brothers, as the company
was named when Roliie Hall joined his brother in business, saw the potential in high-
quality valentines and Christmas cards and began creating and printing their own
cards, Hall's instinct was right and greeting cards gained popularity. The first success
into other product lines came in 1917 when the Hall brothers invented modern gift
wrap.
Traditionally, gifts were wrapped in brown paper or colored tissue, called "gift
dressing." And Hall Brothers started designing and printing their own gift wrap.
Other innovations followed and the Hallmark brand began to take form.
In 1928, the company began marketing its brand by using the Hallmark name on the
back of every card.
In 1951 NBC approached Hallmark about sponsoring the first television opera
in early December. Hallmark's marketing department knew the sponsorship would be
costly. J.C. Hall decided to take the risk and sponsor the program to thank all the
people who bought Hallmark cards. The opera moved viewers to send thousands of
letters, cards, and telegrams thanking Hallmark for presenting it. In the 50-plus years
since, Hallmark Hall of Fame productions have won 78 Emmy Awards.
In 1954 the company name was officially changed from Hall Brothers to
Hallmark Cards, Inc. In nearly a century of product innovations and creative
partnerships, the company:
• Partnered with notable artists and personalities.
• Pioneered decorative paper party products.
• Introduced a line of humorous cards called Shoebox Greetings
(named for the two shoe boxes of postcards that started Hallmark)
that has become one of consumers' favorite card brands.
• Developed culturally-relevant card lines for Jewish, African-American, and
Hispanic consumers.
• Worked with software manufacturers to enable consumers to create personalized
Hallmark greeting cards on their home computers.
J.C. Hall retired in 1966, leaving the company he built in the capable hands of
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his son, Donald J. Hall. Don Hall continued to expand Hallmark, and with his father,
outside of headquarters, Hall looked internationally for expansion, increasing
distribution worldwide.
When Don Hall retired as president and chief executive officer in 1986, Irvine
O.Hockaday, Jr. began to run the company.
In 2002, Donald J. Hall, Jr., grandson of founder J.C. Hall, became the third-
generation of the Hall family to take the helm of the American institution that is
Hallmark today. He continues to build on the tradition that is the mark of excellence
for the company.
One of Hallmark's most creative partnerships is with its employees.. That staff
includes painters and poets, but also editors, photographers, calligraphers, sculptors,
designers, cartoonists, needlework artists, and specialists in various graphic
techniques.
As the leader of the greeting card industry, Hallmark leaves its mark on more
than just cards. The Hallmark Channel television network reaches millions of
households around the globe with Hallmark's family-oriented programming.
Although the company is approaching its 100th year, the Hallmark brand continues to
evolve.The company researches the latest consumer trends in color, fashion, design,
and lifestyles.
Today, the company publishes in 30 languages and its products are available in
more than 100 countries around the world.
Whenever, however, wherever people are communicating thoughts and feelings,
connecting with each other, and celebrating milestones, Hallmark is there.
1. Answer the questions.
1. When did the company start?
2. What did Hall send to dealers?
3. How much money did he earn within two months?
4. Wеre their Christmas cards and Valentines a success?
5. What did the brothers invent in 1917?
6. How did the company market the brand?
7. When did Joyce Clyde Hall retire?
2. Choose the correct variant and complete the sentences.
1. Joyce Clyde Hall was ______ years old when he came to Kansas City.
a) 21 b) 18 c) 30
2. He had nothing with him but ___________ .
a) a small bag with clothes.
b) letters of refference.
c) two shoeboxes of postcards.
3. Joyce Clyde Hall was in business when he ___________.
a) opened a checking account.
b) set up a printing workshop.
c) opened a shop to sell postcards.
4. The first success of their new product line came when the Hall Brothers invented
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their own _____________ .
a) business cards.
b) envelopes.
c) gift wrap.
5. In 1951 Hallmark’s marketing department sponsored _____________ .
a) a chat show.
b) a television opera.
c) a news programme.
6. Joyce Clyde Hall retired in _________ .
a) 1957 b) 1966 c) 2002
7. Hallmark owns _____________ .
a) a television channel.
b) a Hollywood film production studio.
c) a radio station.
3. Translate the text.
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TEXT 13
Read the information about the history of Gucci and do the tasks that
follow.
GUCCI
In 1921, Guccio Gucci opened a small luggage and saddlery company in
Florence, selling exclusive leather goods created and produced by the best Florentine
craftsmen.
Within a few years time, the Florence shop attracted a sophisticated
international clientele. This overwhelming success prompted the opening of a new
shop in 1938 on Via Condotti in Rome.
In 1947, the first of Gucci's icon products, the bamboo handle handbag, was
introduced.
During the 1950's the trademark striped webbing, which was derived from the
saddle girth, became a great success. The moccasin with metal bit was introduced and
became another icon product.
Guccio Gucci died in 1953 while the company was enjoying a period of great
renown. Gucci opened a store in New York in 1953 and soon stores were opened in
London, Paris and Palm Beach, bringing Gucci's success to key markets around the
world. Grace Kelly, Peter Sellers and Audrey Hepburn helped make Gucci
synonymous with Hollywood chic. In 1966, Gucci created the icon Flora silk scarf
for Grace Kelly. Jackie Kennedy carried the Gucci shoulder bag which is known
today as the "Jackie O".
At the end of 1960's the company adopted the legendary GG logo.
The Far East was targeted for international expansion, and stores were opened in
Hong Kong and Tokyo.
In the early 1980's, company leadership was passed on to Maurizio Gucci. In
1984, Domenico De Sole became President of Gucci America.
In the late 1980's Investcorp (a Bahrain based investment company) acquired
50% of the shares of Gucci from Aldo Gucci and his sons.
In 1990, Tom Ford joined Gucci as Chief Women's Ready-to-Wear Designer.
In 1993Maurizio Gucci sold his entire shareholding to Investcorp.
In 1994, Domenico De Sole became CEO of Gucci Group NV and Tom Ford
was appointed Creative Director for Gucci. In March of 1995, Tom Ford's first
collection, featuring satin shirts, mohair jackets was a success.
In October 1995, 48.2 of Gucci share capital was sold by Investcorp and Gucci
was listed on the New-York and Amsterdam stock exchanges. The initial public
offering was highly successful. In March 1996, Investcorp sold the remaining 51 of
shares, transforming Gucci into a fully public company.
In 1997, Gucci took control of its watch business by acquiring Severin
Montres, one of the largest and most profitable watch companies in the world.
In 1999 Gucci entered into a strategic alliance with Pinault – Printemps -
Redoute and transforms itself from a single brand company to a multi-brand group.
Gucci continued to expand its global presence by opening a number of new
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stores worldwide.
In September 2000, Gucci reopened its newly renovated Fifth Avenue Store -
the largest Gucci Flagship store in the world.
After Tom Ford left his post in April 2004, Gucci appointed three new Creative
Directors from within the company. Alessandra Facchinetti is now responsible for the
Women's Ready to Wear Collections, John Ray for the Men's Ready to Wear
Collections and Frida Giannini for the Accessories Collections. The new Creative
Directors report to Giacomo Santucci, Gucci's President and Chief Executive Officer.
1. Answer the question.
1. When and where did Guccio Gucci set up his saddlery and luggage company?
2. Who helped make Gucci synonymous with Hollywood chic?
3. When did the company get the legendary GG logo?
5. When was the company transformed into a public company?
6. Where are Gucci’s stores located?
7.Who are new Creative Directors of the company at present? What are their
responsibilities?
2. Are the following statements true or false?
1. Exclusive leather goods for Gucci were produced by the best Florentine
craftsmen.
2. The first store abroad was opened in Tokyo.
3. Gucci created the icon Flora silk scarf for Audrey Hepburn.
4. A Bahrain investment company aquired 100% of the shares of Gucci.
5. The company controls the production of watches and owns Severin Montres.
3. Translate the text.
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TEXT 14
Read the information about the company and do exercise that follow.
IKEA
IKEA is a Swedish company. It manufactures and sells furniture. The
company owns 180 stores in 43 countries. It employs 84,000 people worldwide.
The President of the company is Anders Dahlvig. The business idea of the
company is to offer a wide range of furniture, good design and function and low
prices.
It’s been six decades since IKEA began in a small farming village in Sweden.
This is a history of how IKEA went from the woods of southern Sweden to 43
countries around the world.
IKEA was founded by Ingvar Kamprad. In 1943, when Ingvar was 17, his
father gave him a gift for succeeding in his studies. The gift was used to establish his
own business. IKEA originally sold pens, wallets, picture frames, table runners,
watches and jewellery.
In 1945, the first IKEA advertisements appeared in local newspapers.
In 1953, the furniture showroom was opened in Almhult. The opening of the
showroom was an important moment in the development of the IKEA concept. For
the first time customers could see and touch furnishings before ordering.
In 1955, IKEA began designing its own furniture. Pressure from its
competitors caused suppliers to boycott IKEA. This reaction to its early success
required IKEA to begin designing its own furniture, and became the basis for future
growth. Turning problems into opportunities.
In 1965, the IKEA store in Stockholm was opened. The success created huge
problems in serving the customers. By opening the warehouse and letting people
serve themselves, an important part of the IKEA concept was born.
In 1973, the first store outside Scandinavia was opened outside Zurich,
Switzerland. Its success paved the way for a quick expansion in Germany, which is
the largest IKEA market today.
In 1985, the first IKEA store was opened in the USA. At first, the company
wasn’t sure the USA needed IKEA. But they discovered there was a need everywhere
for useful, attractive home furnishings at prices for every wallet.
In 1997 IKEA introduced Children's IKEA.The company worked with child
psychologists and professors in playing to develop products. Now IKEA offers to
kids play areas, children's room settings, baby areas, special meals in the restaurant
and still more.
In 2000, the first IKEA store was opened in Russia.
In 2001, IKEA established IKEA Rail AB. Railways were always an important
part of the company’s early transport strategy.
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1. True or False?
1. The company was set up in a small village in Sweden.
2. Ingvar Kamprad used his savings to establish his own business.
3. IKEA originally sold children’s toys.
4. When a furniture showroom was opened the customers could see and touch
furnishing before ordering for the first time.
5. IKEA started designing its own furniture after suppliers’ boycott.
6. The first store outside Scandinavia was opened in the USA.
7. The first IKEA store was opened in Russia in 2000.
2. Answer the question.
1. Who is the founder of IKEA?
2. What is the core business of the company?
3. How many stores does the company own?
4. How many people does the company employ?
5. Who is the President of the company?
6. What’s the company philosophy?
7. How many stores are there in Russia?
8. How does the company advertise its furniture in Russia?
3. Translate the text.
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TEXT 15
Read the information about the company and do exercise that follow.
TETRA PAK
Tetra Pak is a world famous Swedish company. Its main activities are
processing and packaging food products, production of liquid food processing
equipment, plant engineering and cheese manufacturing equipment.
Tetra Рак has 77 subsidiaries in different countries of the world, 65 plants
producing packaging material, and 10 enterprises for assembling packaging
machines.
Central management of the Company is conducted from three regional head
offices: Tetra Рак Americas in Atlanta (State of Georgia), Tetra Рак Europe and
Africa in Lausanne (Switzerland) and Tetra Рак Asia in Singapore. 21,100 people are
the employees of the company. Over 285 million Tetra Рак cartons are sold in 165
countries daily. Sales in 2003 exceeded 105,000 million packages. It amounted to
7,335 billion euro.
Here are some facts from the history of the company.
1877 - At a milk farm near Dalarna in Sweden Gustaf de Laval, a young engineer,
invents a separator, i.e. a machine able to continuously separate cream from milk.
1879 - Gustaf de Laval presents the separator to the public.
1885 - De Laval's invention is taken as a basis for the foundation of AB Separator
firm.
1890 - Clemens von Bechtolsheim develops and takes out a patent for first models of
the so-called "alpha plates", which are the very heart of a separator.
1897 - The separator's image becomes the first trademark of AB Separator firm.
1915 - AB Separator becomes the world's leading company in the production of
separators.
1929 - Swedish entrepreneurs Erik Wallenberg and Ruben Rausing establish
Akerlund &Rausing for milk packaging.
1933 - Ruben Rausing buys out his partner's share in the enterprise and becomes an
individual proprietor of the company, which begins playing an active role in Swedish
packaging industry due to the introduction of new original technologies.
1944 - Rausing invents a famous tetrahedron-shaped carton and develops a method of
continuous milk packaging.
1950 – Akerlund & Rausing changes its name for Tetra Раk, which becomes soon an
embodiment of advanced technology and commercial success in the world of
processing and packaging food products.
1952 - The first machine for tetrahedron-shaped cartons is delivered to Lundaortens
Mejeriforening for packaging cream in 100 ml cartons.
1954 - The export of machines for milk packaging to different countries in the world
commences.
1961 - An aseptic variant for long-life milk in tetrahedron-shaped carton appears.
1963 - AB Separator changes its name for Alfa Laval AB and soon becomes the
world's leader in the sphere of dairy products processing technology.
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1989 - International Nutrition Institute names the Tetra Раk technology the most
significant invention in food industry in the previous 50 years.
1991 - Tetra Раk and Alfa Laval merger takes place.
1992 - Tetra Раk expands into production of liquid food processing equipment, plant
engineering, and cheese manufacturing equipment.
1. Complete the information about the company.
1. The name of the company _____________ .
2. The number of regional head offices _____________ .
3. The number of employees _____________ .
4. The number of subsidiaries _____________ .
5. The number of plants and enterprises _____________ .
6. Sales _____________ .
2. Match the world with its meaning.
1. trademark a) a company, organization, or business
2. patent b) all the special tools, machines, clothes etc you need
3. proprietor c) the process of wrapping food for sale
4. packaging d) an owner of a business
5. equipment e) the act of joining together two or more companies to form
one larger one
6. merger f) you have the right to make or sell a new invention or
product and that no one else is allowed to do so
7. enterprise g) a special name, sign, or word that is marked on a product
to show that it is made by a particular company
3. Translate the text.
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