Е.А. Копылова Тексты для внеаудиторного чтения (английский язык)

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VIII. Match the prepositions,		adverbs and adjectives.
1. behind			a. in spite of
2.	alongside		b. plentiful
3.	something like		c. in support of
4.	clearly		d. close to
5.	despite		e. about
6.	furious		f. unmistakable
7.	handsome		g. undoubtedly
8.	clear		h. uncontrolled

Comprehension check

IX. Are these statements true or false? If they are false, look for the right ones in the text.

1. The recipe for Coke - code-named Merchandise 7X had changed several times since its launch.

2.Coca-Cola was a sign of great changes and skyscrapers America.

3.Despite the Pepsi Generation advertising campaigns Coke still sold in larger quantities than Pepsi.

4.The Pepsi Challenge is an invitation to compete in a Coke taste contest.

5.While researching formulae for Coke’s new diet Goizueta’s R&D people proved that original Coca-Cola was preferable to the slightly sweeter taste of Pepsi.

6.Wine merchants began to sell out crates of New Coke at premium prices.

7.Withdrawing the old-style coke helped to keep goodwill among loyal customers.

8.The backing of the world’s number one pop star was Pepsi’s aggressive new initiative.

9.The decision to improve the formula of the world’s best selling soft drink Coca-Cola - is one of the most successful in business world.

10.The Pepsi Generation advertising campaigns appeared in 70s and early 80s.

11.The main idea of the Pepsi Challenge was to take a blind taste test comparing Pepsi to Coke.

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12.	Internal taste test panels found that a new cola flavour complex was
preferable to the original Coca-Cola.
13.	Little by little the increase of output helped Pepsi to eat away at Coca-
Cola’s dominant market position.
14.	The exciting announcement over the changing the recipe for Coca-

Cola made by R. Goizueta worried the management at Pepsi.

X. Answer the questions.

1. What business decision of the 1980s is considered to be one of the bravest and most controversial and why ?

2.How do Coke’s adverts differ from Pepsi’s ads?

3.What did the Pepsi Generation put in the stated position?

4.What effect did advertising campaigns of the 60s and early 70s have on sales figures?

5.Why was the Coke management worried by the launch of the Pepsi Challenge?

6.What situation did R. Goizueta face when he took over as a chairman of Coca-Cola in 1981?

7.Why did the decision to create a new cola flavour complex appear?

8.Why did Pepsi sign Michael Jackson?

9.For what reason was 1985 the most dramatic year in the history of the cola wars?

10.What was R. Goizueta’s response to a new advertising campaign of Pepsi with Michael Jackson?

11.What point is supposed to be a turning one in the cola wars?

12.Why New Coke wasn’t sold alongside the existing product?

13.How did the customers react to the launch of New Coke?

14.At what moment did wine merchants start buying up crates of Old Coke and why?

15.How did it happen that Pepsi succeeded in overtaking Coca-Cola to become the biggest selling soft drink in the US?

XI. Put the parts of this outline in the correct order.

1. Problems of the launch of New Coke.

2.Coca-Cola’s response.

3.A new cola flavour complex.

4.Pepsi’s advert with Michael Jackson.

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5. Pepsi’s new chief executive	officer.

6.Pepsi’s victory in the cola wars.

7.The launch of New Coke.

8.The Pepsi Challenge.

9.Coca-Cola’s new chairman.

10. Consumer’s Preference for Pepsi.

11. The biggest selling American soft drink.

12. Pepsi’s youthful image.

13. The Pepsi Generation.

14. Traditional company.

15. Coke’s outselling Pepsi.

XII. Find the sentences in the reading.

1. Кока-кола имела много подражателей, но только кока-кола могла претендовать на то, чтобы считаться “подлинной вещью”.

2.Постепенно реклама помогла компании подмыть доминирующую позицию кока-колы на рынке.

3.Таким образом, когда Роберто Гозуэта стал во главе "Кока-колы"

в1981г., он обнаружил, что главный продукт его компании стоит перед серьезными проблемами.

4.Гозуэта, несомненно, пришлось найти достойную замену рекламной кампании “Испытание Пепси”.

5.Могла ли эта новая формула действительно быть альтернативой легендарному рецепту Товара 7Х?

6."Кока-коле", несомненно, нужно было отвечать на новую энергичную инициативу "Пепси".

7.Гозуэта знал,что он вынужден ответить чем-то необычным.

8.Новая рекламная кампания "Пепси", несомненно, подняла ставки.

9.Доля коки на рынке падает, в то время как пепси - выросла.

10. Но это значительно уменьшило бы его воздействие.

11. В ее штаб-квартире в Нью-Йорке Роджер Энрико веселился и дал всему штату сотрудников выходной день.

12. "Пепси" и" Кока" находятся в состоянии “войн колы” около 87 лет.

13. К началу июня горячая линия потребителей кока-колы получала 1500 звонков в день с жалобами на новый напиток.

14. Потребители не разделяли его точку зрения.

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15.	Решение отказаться от коки старого сорта стоило компании
расположения местных клиентов.
16.	1985 году предстояло стать самым драматичным годом в истории

“войн колы”.

XIII. 1) Read these texts quickly and think of titles to them.

2) Read the texts again and decide what nouns are replaced by the pronoun it underlined.

The statue of Liberty... The stars and stripes... Coca-Cola. Coke is one of the great symbols of the USA. For millions of Coke drinkers around the world, it is the product which sums up the American dream. At home in the United States, it stands for the traditional America - freedom, family life and small-town values. As the power of its image shows, Coca-Cola was once the world’s best marketing company. It is still easily the dominant player in the global soft drinks market. But in recent years, it has found itself under increasing pressure from its rival, Pepsi.

--------------------

The science of marketing teaches that the dominant company in a market never mentions its challengers. According to legend, the word “Pepsi” is never used at Coke’s headquarters in Atlanta, Georgia. Pepsi has always been the industry’s number two and has never had the same worries. In fact, it has become a master of comparative advertising. It showed us that Pepsi was younger than Coke, newer than Coke, more fun than Coke. It even told us that Pepsi tasted better. And then, in 1985, there was New Coke.

XIV. Match the parts of the sentences.

1) 1886 John Styth Pemberton - a pharmacist from Atlanta, Georgia - invents Merchandise 7X, ... .

2)1893 Caleb D. Brabham of North Carolina starts using ... .

3)1919 Ernest Woodruf’s company buys Coca-Cola for $25 million. The influence of the Woodruf family lasted untill ... .

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4) 1941-45 US involvement in World War Two. General Eisenhower sets up Coke bottling plants near fronts ... . Coca-Cola spreads around the world.

5)1950-58 Pepsi’s sales increase ... .

6)1960 Coke diversifies into non-cola drinks, like Fanta and Sprite, ... .

7)1963 The Pepsi Generation advertising campaign promotes ...

.

8)1976 Start of national US Pepsi Challenge.

9)1981 Roberto Goizueta takes over ... .

10) 1982 The launch of Diet Coke - the first ever line extension using ... .

11) 1985 The launch of New Coke.

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a)... the death of Ernest’s son, Robert, in 1985.

b)... threefold.

c)... the “Coke” name.

d)... to improve troops’ morale.

e)... for the first time.

f)... the secret recipe for Coca-Cola syrup.

g)... as coke’s chairman.

h)... Pepsi’s youthful image.

i)... the name Pepsi-Cola for his own cola drink.

XV. Read the text quickly and answer the question: What was Michael Jackson paid some danger money for ?

JACKO

Pepsi signed Mickael Jackson at the peak of his fame. His album, Thriller, sold more than 40 million copies, to become the word’s biggest seller of all time. Jackson was paid handsomely for his work on the Pepsi campaign. But he certainly earned some danger money. Not only did he appear with wild animals, but while filming a TV advert, his hair caught fire and he had to be rushed to hospital for treatment.

XVI. Look through the following information and find the key sentence of the text. Do you agree with its conception?

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CONSUMER RANKINGS

Each American drinks around 230 litres of soft drinks a year. But how do they choose which to buy? Advertising is a key factor in consumer choice. Here’s what consumers thought of the Pepsi and Coke advertising campaign in the early to mid-80s.

--------------------------------

On a scale of 1(high) to 10(low)

	Coke	Pepsi	Main event of year
1981	2	3	Start of “Coke is it”
			campaign
1982	2	5	Launch of Diet Coke
1983	6	2
1984	8	2	Pepsi’s Mickael Jackson
			campaign
1985	4	1	Launch of New Coke
1986	1	5	Coke fights back with
			‘Catch the Wave’
			campaign

As you can see, Coca-Cola fought back strongly after the problems of the New Coke launch.

Speaking.

XVII. Roger Enrico, Pepsi-Cola’s chief executive officer, said, “After 87 years of going at it eyeball to eyeball, the other guy just blinked.” (i.e. After 87 years of fighting face to face in the cola wars, the opponent just admitted defeat). How can you explain these words?

XVIII. Summarise the text using your own plan and the following key patterns :

1. The article is called ...

2.The title of the article is ...

3.As the title implies the article describes ...

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4. The article is about / on ...

is devoted to ...

is concerned with ...

deals with ...

touches upon the problem of ...

5.In the introductory part of the article the author points out ...

6.It is specially noted ...

7.It is spoken in detail ...

8.Much attention is given to ...

9.It should be stressed (emphasized) that ...

10.The article contains useful information on ...

11.In concluding paragraphs it is pointed out ...

12.The article contains statistics about ...

13.The readers attention is drawn to ...

14. I find the article interesting ( important; easy to understand; hard to

understand).

15.I can’t agree with this point.

16.I don’t think the author is right here.

17. What the author mentions here is worth remembering.

18. I don’t understand the reasons the author gives for...

XIX. Write a description of the cola war’s history based on the text and questions XIII, XIV, XV, XVI.

		TEXT TWO
		Pre-reading
	Do you know these words?
Bachelor of Arts		бакалавр искусств (обладатель степени
		бакалавра по одной из гуманитарных или
		математических наук в университетах; степень
		бакалавра присуждается университетом
		выпускнику, успешно сдавшему выпускные
		экзамены; соответствует диплому об окончании
		высшего учебного заведения в России)
be on a target phr v		быть на правильном пути (к цели), попасть в
		точку

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Boots				“Бутс” (фармацевтическая компания;
				выпускает и продает через широкую сеть
				собственных аптек и магазинов аптекарские
				товары, предметы личной гигиены и
				косметики, а также некоторые предметы
				домашнего обихода)
bust	n			банкротство, спад
compatible			adj	совместимый
conventional adj				общепринятый, традиционный
desktop publishing				настольные издательские средства
drastically			adv	решительно, круто
give away			phr v	дарить, раздавать
go to the wall phr v				потерпеть неудачу, обанкротиться
gross margin				валовая прибыль, совокупная прибыль
IBM				International Business Machines (a very large
				American-based international business computer
				company)
inventory n				товарно-материальные запасы
lay off		phr v		увольнять из-за отсутствия работы; сокращение
				производства
Master of Business				a title for someone who has a degree in which
Administration (an				students learn the skills needed to be in charge of a
MBA)				business
mastermind			v	управлять, руководить
outlet	n			торговая точка, торговое предприятие
plug	v			рекламировать
plunge (into) v				ввергать
profit margins				границы/ размеры прибыли
resign		v		отказаться от должности
resume		n		AmE for curriculum vitae ( a short written account
				of a person’s education and past employment )
revenue		n		доход, прибыль
revive		v		возрождать, оживлять
saturate		v		насыщать (рынок)
shakeout n				тенденция или сдвиг в промышленности,
				ставящие более слабые предприятия на грань
				банкротства
slump		n		экономический кризис

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solid	n	солидный, надежный
stock	n	репутация, имя
stockroom n		склад, хранилище
turnaround n		превращение испытывающей трудности
		компании в прибыльную
turnover n		оборот (капитала)

Reading

What associations do you have for the word “apple”? If you associate it only with a fruit or Adam and Eve from the Bible, then the text to be read will broaden your outlook.

APPLE COMPUTERS

DE:

Silicon valley. Home of the hi-tech dream. Birthplace of the computer age. In the early 1980s this strip of land just south of San Francisco was compared to Florence at the height of the Renaissance. It was alive with new money, new ideas and new technology. The Valley’s young entrepreneurs truly believed that their revolutionary computers would change the world.

But , by 1985, that dream lay in ruins. In a sensational industry shakeout thousands lost their jobs and hundreds of brilliant sunrise companies went to the wall. In this programme, Make or Break tells the story of Apple - a company that made it through that slump - and looks at the role of John Sculley, Apple’s chief executive officer - the man who made the tough decisions that ensured his company survived.

In the early 80s, Apple had been the darling of Silicon Valley. The company was founded in 1977 by young computer enthusiast, Steve Jobs. At first, Jobs and his colleagues worked out of a suburban garage, but in less than 5 years Apple had grown to be one of American’s top 500 companies and by 1983 was the computer industry’s main challenger to IBM, with a turnover of more than $1bn. But success hadn’t really changed Apple that much. It was still far from being a conventional American corporation. Apple was a company of ideas and ideals. Its aim was to shift the focus of computers away from institutions and onto

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individuals. For Apple, the personal computer was “a set of wings for the mind” - a tool which allowed people to develop their ideas and realise their true potential. Here’s Christopher Hird, an expert in business research and investigation, talking about Steve Jobs and Apple’s philosophy.

Hird:

The thing was, Steve Jobs had this great vision. I mean he did believe that there should be a computer in every home. Now at the time, of course, that was really a revolutionary idea. So it wasn’t sufficient that he just had a good product, what he also needed to do was he needed to have a way of selling that product and that idea to people.

DE:

To achieve this aim, in 1983 Steve Jobs hired John Sculley as Apple’s chief executive officer. A lot of people considered him to be a strange choice. Sculley’s brilliant career at Pepsi-Cola had made him famous as one of America’s top marketing men, but in many ways he was the antithesis of everything that Apple stood for. Apple was a company of the Californian counter-culture. The average age of its employees was 27. Its executives dressed in T-shirts and jeans. Loud rock music played in its labs and offices. Sculley, on the other hand , typified the grey suits and conservative ways of East Coast corporate America . They made an odd couple, but John Sculley and Steve Jobs worked together to plan Apple’s growth strategy. Apple adopted the consumer marketing techniques that Sculley had employed so skilfully during his time with Pepsi. The number of Apple’s distribution outlets was increased dramatically, while the company’s advertising budget was raised from $15m to $100m.

John Sculley, it seemed, had arrived at just the right time. 1983 was an unprecedented boom year for the home computer business. Here, John Flatman, merchandise controller of the British retailer Boots, describes the market situation at the end of that year.

Flatman:

It’s been a quite extraordinary Christmas selling season for computers, they’ve been about the hottest line we have. We could certainly have sold many more of certain lines of computers if we’d been able to get hold of sufficient stock.