- •Займемся
- •Алексей Бушкин
- •I. Big business: how it all began
- •II. From the basics of management
- •III. What is it — marketing?
- •Big business: how it all began
- •I. Vocabulary list
- •II. Vocabulary work
- •III. Work at the following text
- •Chevrolet: the automotive dynasty
- •IV. Classroom text-based activities
- •V. Conversation practice
- •VI. Discussion
- •VII. Structure and written expression practice
- •II. Vocabulary work
- •III. Work at the following text
- •IV. Classroom text-based activities
- •V. Conversation practice
- •VI. Discussion
- •VII. Structure and written expression practice
- •I. Vocabulary list
- •II. Vocabulary work
- •III. Work at the following text
- •IV. Classroom text-based activities
- •V. Conversation practice
- •VI. Discussion
- •VII. Structure and written expression practice
- •I. Vocabulary check
- •1.1. Check if the words on the right go well with the definitions.
- •II. Conversation practice
- •III. Writing skills development
- •IV. Additional readig
- •Henry ford museum
- •Vladimir mayakovsky
- •I. Vocabulary list
- •II. Vocabulary work
- •III. Work at the following text
- •Taylor: the secret was in the shovel
- •IV. Classroom text-based activities
- •V. Conversation practice
- •VI. Discussion
- •Interested?
- •VII. Structure and written expression practice
- •I. Vocabulary list
- •II. Vocabulary work
- •III. Work at the following text
- •IV. Classroom text-based activities
- •V. Conversation practice
- •VI. Discussion
- •Rose jenkins
- •43 Maple St
- •VII. Structure and written expression practice
- •I. Vocabulary list
- •II. Vocabulary work
- •III. Work at the following text
- •New tech: cellular phones
- •V. Conversation practice
- •VI. Discussion
- •The inventory of inventions
- •VII. Structure and written expression practice
- •Modern equipment
- •I. Vocabulary check
- •II. Conversation practice
- •III. Writing skills development
- •IV. Additional reading
- •Twe genius of golden gates
- •Leadership problems
- •On democratic leadership
- •Is it –
- •I. Vocabulary list
- •II. Vocabulary work
- •III. Work at the following text
- •Marketing: of sponsors aktd sports
- •IV. Classroom text-based activities
- •V. Conversation practice
- •VI. Discussion
- •VII. Structure and written expression practice
- •The lillehammer system story
- •I. Vocabulary list
- •II. Vocabulary work
- •III. Work at the folowing text
- •Teenage research: not limited
- •IV. Classroom text-based activities
- •V. Conversation practice
- •VI. Discussion
- •VII. Structure and writtten expression practice
- •Cadbure chocolate
- •I. Vocabulary list
- •II. Vocabulary work
- •III. Work at the following text
- •New markets: selling snow to the eskimos?
- •IV. Classroom text-based activities
- •V. Conversation practice
- •VI. Discussion
- •VII. Structure and written expression practice
- •The body swop
- •I. Vocabulary check
- •II. Conversation practice
- •2.7. Deliver a lecture on the topic "What a young business person should know" to an audience of aspiring young people. Use some of the terms from Exercise 2.6 freely.
- •III. Writing skills development.
- •IV. Additional reading
- •Соореrатion: diligence is vital
- •How the american car appeared
- •The smithsonian institution
II. Vocabulary work
2.1. CHOOSE ACCORDING TO THE DEFINITION.
1) to change for the better
2) to understand
3) to employ people
4) to believe
5) a collection of various things
6) to give benefits
7) to exibit at a fair
8) organized series of activities
9) clean,without chemicals
10) an electric advertisement
11) to put an end to using something
12) a worker
2.2. TRANSLATE PAYING ATTENTION ТЭ THE ITALICISED WORDS.
Henry Heinz was unlike other sellers of his time.
He organized self-improvement courses like drawing and music.
Like any other company, Heinz & Noble advertised a lot.
The products displayed at the fair look like each other.
Unlike newspaper ads, electric signs attract more people.
All the employees thought that it was very unlike him.
People like to buy things from Heinz Company.
What is this new food company like?
He realized the managers likes and dislikes were important.
These two products are alike both in colour and quality.
The new equipment costs something like $1500.
The improved designs of the building look alike now.
III. Work at the following text
3.1. READ AND ANSWER THE QUESTION:
What were Henry Heinz innovative ideas in advertising?
HEINZ THE SECRET FOR SUCCESS
|
Henry Heinz started selling vegetables at the age of twelve. It was then that he bottled his first home-made horseradish. Un-like other sellers, he put it into clear bottles for people to see that it was pure. Soon Heinz needed a wheelbarrow to transport his bottles, and then a horse and a wagon. At 25, he started Heinz and Noble, a food company. Five years later the business was booming.
Heinz realised early on that he had to hire people with high standards to maintain high-quality products. When his com-pany grew, he provided unheard-of benefits for his employees: free medical and dental care, lunchrooms with a piano the employees could play for entertainment, a swimming pool, a library, company picnics, and self-improvement courses like sewing and drawing. One year he even brought a 150-year-old alligator back from a trip to Florida and put it in a factory lobby just for fun!
One of the Heinz Company secrets for success was Henry's belief that people would buy a pure product of superior quality if it was properly packaged and advertised.
At the Chicago World's Fair in 1893, he exhibited a display of his products. But his booth was placed in an out-of-the-way gallery on the second floor. Heinz found a way out. He placed small tickets throughout the fair that read: "The finder will receive a souvenir at the Heinz booth". Lots of people became walking advertisements for the company. He had other ideas, too. He displayed the first electric sign in New York. The sign was six stories high and lit by 1200 electric lights that cost $90 in electricity every night.
Henry Heinz was also one of the leaders in the campaign for the Pure Foods Law. The aim was to prevent mislabelling and eliminate dangerous chemicals. When bottled foods were introduced, they gave Americans more variety, but often made people ill. It happened because of chemicals and the unsanitary conditions at factories. Heinz wanted to change that, and he did. (35) From the beginning the company's reputation was based on making products people could trust. Heinz believed that "doing a common thing uncommonly will bring success". |
3.2. READING COMPREHENSION TEST 2A.
Choose the correct variant on the basis of what is stated or implied in the text.
1. It was at the age of twelve that Henry Heinz
started selling newspapers
bottled his first home-made product
understood the usefulness of horseradish
opened a vegetable store
2. Heinz' business grew fast because he
was an experienced manufacturer
used a wheelbarrow and then a v/agon
provided high quality and purity
wanted to establish a food company
3. Heinz provided unheard-of benefits for employees
to maintain high standards
to give them more free time and entertainment
to realize their artistic potential
to eliminate all dangerous chemicals
4. His secret for success was that he believed in
(A) the power of advertising
(B) the power of electricity
campaign for Pure Foods Law
the importance of displaying goods well
5. In Line 22, the expression "a way out" is closest in meaning to
a decision
a door
a solution
a technique
6. According to the text, the industrialist was, first of all,
a crocodile hunter
a philantropist
an innovative businessman
a public figure