Английский язык для экономистов - Малюга Е.Н.
ISBN 5-469-00341-8
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2. They eventually permitted the site to be used for the festival.
3. They have transferred the money to my bank account.
4. They will present the trophy after the speeches.
5. They will not announce the findings until next week.
6. They demolished the building in only two days.
7. They will produce the new car in a purpose-build factory.
F.4. If possible, make a corresponding passive sentence. If it is not possible, write "No passive."
1. The committee called on Paula to explain her reasons for the proposed changes. — Paula was called on to explain her reasons for the proposed changes.
2. I got down most of what he said in his lecture. — Most of what he said in his lecture ....
3. When I was young my aunt and uncle looked after me. — When I was young I....
4. The surgeons operated on him for nearly 12 hours. — He ....
5. Sandra let out a scream and collapsed to the floor. — A scream .... Unit 3. Urgent Problems of Marketing
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6. Hugh takes after Edward — they're both very well organized. — Edward ....
7. All his relatives approved of his decision. — His decision ....
G. Speak up
G.l. Answer the following questions.
1. How important is marketing for a firm and for the whole economy?
2. Marketing is not an event, but process. How long does the process last?
G.2. Discussion topics.
Read the list of concepts of the marketing process. Rearrange them in accordance with their importance.
¦ Marketing is more than selling and advertising.
¦ Pinpointing consumers' need.
¦ Predicting demand.
¦ Establishing distribution systems.
¦ Calculating price.
¦ Developing communication campaigns.
¦ Gauging competition.
K Reading the English newspaper
H.l. Read the article and do the exercises.
Rebranding HeaIthSouth?
Sheiii C. Goodman, uBbiningham News"
HealthSouth Corp. founder and ousted CEO Richard Scrushy once boasted he wanted the Birmingham-based corporation to become the McDonald's of health care and he spent millions to make that happen.
From golf shirts, pens, coffee mugs and gym bags to eminent scholar chairs, flashy traveling productions, radio programs and even television shows, the name and the logo were everywhere.
Now, the moniker is seemingly everywhere once again, but for different reasons: a headline-grabbing accounting fraud investigation complete with allegations of phony profits, extravagant spending, intimidation and insider trading.
Branding experts agree the scandal has damaged the HealthSouth name, but they believe it can recover, and, apparently so does the company's 58
Английский язык для экономистов
new management. HealthSouth has no immediate plans to change the name, said spokesman Andy Brimmer.
Instead, the company plans to focus on preserving and rebuilding the value of the name.
tThe brand can survive, but several things need to be done to ensure that happens," said Clay Timon, CEO of San Francisco-based branding consultancy firm Landor Associates.
"Among other things, the company needs to employ a public-relations firm with crisis management expertise and work to understand what makes HealthSouth worthwhile to its customers," Timon said.
"Brands are relatively strong. This is a relatively new brand, but in health care, a brand lives and dies on the quality of services a customer believes he gets. If quality remains high, then the brand can easily remain where it is," Timon said.
J im Johnson, chief executive of New York-based branding consultancy firm Enterprise IG, said the perception of the care given by HealthSouth has not been compromised by the accounting scandal.
"The problems are in financial governance, not in performing health duties. That would be a fatal flaw. This is a financial governance issue and people will separate that out," he said.
One of the biggest challenges, though, will be the close association between Scrushy and HealthSouth.
"It is hard to separate Richard Scrushy, the person, from HealthSouth, the company," said Robert Holmes, the University of Alabama at Birmingham's business school dean.
"But it's been a powerful brand and it would make sense to retain the name. Ifyou can get beyond the Richard Scrushy part of it, it will probably be fine."
Scrushy's goal when he founded HealthSouth was to build a recognizable chain of standardized rehabilitation and out-patient surgery centers. Once the company went public and was considered a success, the company's branding efforts expanded beyond advertisements, sponsorships and logos on clothing and office gear.
In 1995, the company recruited sports celebrities such as Bo Jackson, Rowdy Gaines and Tom Glavine to take part in a roadshow meant to teach children about athletic preparation and training. HealthSouth spent at least $ 5.6 million to produce the flashy "Go for It!" show, which included thumping music, laser lights, a boy band and a girl group. One of the company's customers, Travelers Group Inc., committed another $ 5 million from 1996 to 2001 for the production. Unit 3. Urgent Problems of Marketing
