Whataburger Restaurants lp

Fans of this chain know they can get quite a burger at the place with the orange and white roof. Whataburger Restaurants is a leading regional hamburger chain with more than 680 outlets in Texas and about 10 other states. The restaurants are typically open 24 hours a day and serve burgers and fries along with breakfast items (taquitos, pancakes), fajitas, chicken, and salads. Less than half of the company's restaurants are franchised. Loyal Whataburger fans can do the company's line of apparel sporting the chain's logo. The late Harmon Dobson founded the chain in Corpus Christi, Texas, in 1950. His family (including his son, chairman and CEO Thomas Dobson) continues to own the company.

оutlets – торговая точка

taquitos – уменьш. от taco, блюдо испанской и мексиканской кухни лёгкая еда, закуска на лепешке из кукурузной муки

fajitas – фахитас, блюдо испанской и мексиканской кухни, вид жаркого со специями)

franchise – франчайзинг (специальный вид лицензирования, когда компания - владелец известной торговой марки предоставляет другой компании право ставить эту торговую марку на свою продукцию, но при этом получает право контроля за качеством и т. д. продукции компании-пользователя данной торговой марки)

CEO – амер. исполнительный директор

Exercise 63. Read the text. What specific ways of product differentiation did Nestlé use?

Nestlé

Marieke de Mooij, the Dutch author of Global Marketing and Advertising: Understanding Cultural Paradoxes, traces the kinds of problems to Western marketing managers being too focused on achieving brand consistency. De Mooij says a few international brands of European origin (for example, L'Oréal and Nivea) have succeeded by continuously communicating innovative ingredients or introducing innovative line extensions rather than trying to market culturally hobbled white elephants. She believes that this type of continuous innovation is a prerequisite for successful global standardization.

One might also consider Nestlé. Although the Swiss company has been rationalizing its product line in the West, when it introduced coffee into the Chinese market, it developed a highly differentiated product. Kennedy explains, ‘When coffee came into China, people just didn't know how to drink coffee. Nestlé created a mix so they put the right amount of coffee with the right amount of cream and the right amount of sugar. So the coffee would taste reasonable. Previously people had been getting the mixing of the coffee all wrong. Nestlé understood the cultural issue there, and they now dominate the coffee category in China’.

hobbled – стреножить (напр., лошадь)

white elephant – ненужная вещь

prerequisite – предпосылка; необходимое условие

3. Word building

Exercise 64. Study the word building pattern and translate the words in the charts.

Pattern 1. Основа прилагательного + -en = глагол

weak - слабый	to weaken - ослаблять
wide - широкий	to widen -
short - короткий	to shorten -

Pattern 2. En- (em- перед b, p, m) + основа прилагательного = глагол значением приведения

в какое-л. состояние

able - способный	to enable - делать годным
sure - уверенный	to ensure3 -
bold - смелый	to embolden -

Note: Многие слова, начинающиеся с en-, имеют прозрачную внутреннюю форму (enforce). Некоторые – не так очевидны (encroach) или их значение в значительной степени изменилось (engrain).

Pattern 3. Основа существительного + -ic = прилагательное

base - база	basic - базовый, основной
strategy - стратегия	strategic -
monopoly - монополия	monopolistic -

Exercise 65. Translate the following word combinations from the texts. Revise previously studied word building patterns.

Widened choice, incredible endorsement, distinguishable product, to stay ahead of competitors, product differentiation, forecast readily, meet wide variations in tastes, quality gradation, optimal combination, economic profit.

Exercise 66. What part of speech does each word belong to? Translate the words.

1) Percept – perceptibility – perceptible – imperceptible – perceptibly – perception

2) Vary – variable – variability – variant – variance – variation

3) Compare – comparatively – comparative – comparator – incomparable

4) Distinguish – distinguishability – distinguishable – distinguisher – indistinguishable.

Exercise 67. Insert the proper form of the word. Use the table of English suffixes at the end of the book.

1. A monopoly is not … (просто)… the state of having control over a product; it also means that there is no real alternative to the … (монополизированный) … product.	mere - простой monopoly - монополия
2. Likewise, a monopoly should be distinguished from a cartel (a form of oligopoly), in which several … (поставщик) … act together to coordinate services, prices or sale of goods.	provide - поставлять
3. The monopoly is restricted from engaging in price …(дискриминация).	discriminate - дискриминировать, относиться по-разному
4. (Владение)… of a vital resource is a barrier to entry the market.	own - владеть