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Английский язык для экономистов - Малюга Е.Н.

Малюга Е.Н., Ваванова Н.В. Английский язык для экономистов: Учебник для вузов — СПб.: Питер, 2005. — 304 c.
ISBN 5-469-00341-8
Скачать (прямая ссылка): angliyskiydlyaeconomistov2005.pdf
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59

In 1996, Scrushy said HealthSouth was pursuing joint ventures to put the company's name and logo on athletic footwear and sports beverages. Neither panned out.

In 2001, the company created a television game show based on the roadshow. Scrushy then hired former child actor Jason Hervey to oversee the company's entertainment and marketing operations. Another television series and a joint venture with Sony followed.

Scrushy and Hervey also co-hosted a couple of radio shows one on He-althSouth related topics and one on the entertainment industry, which was recently canceled.

Broad or Unfocused?

Scrushy, who canned the "Go for It!" campaign in February to save money, saw the entertainment projects as a way to broaden Health Sou th's brand and build new business.

Current management sees it as "unfocused activity" drawing away from the core business. The company canceled the HealthSouth radio show and placed Hervey on administrative leave.

"Anything in the entertainment realm has been discontinued," Interim ChairmanJoel Gordon said. As part of its effort to rebuild the brand's credibility, the new management removed all traces of Scrushy from corporate headquarters and the company Web site.

Posters promoting HealthSouth's new slogan, "The Many Faces of He-althSouth," will replace placards bearing Scrushy's corporate message, "Pulling the Wagon," in facilities throughout the system, Brimmer said.

The company has also announced plans to sell some of the aircraft, vehicles and tractor-trailers acquired while Scrushy headed the company. Meanwhile, the board of directors adopted corporate governance guidelines aimed at increasing its independence from the company. And the company pledged that payments to physicians, employees and suppliers will not be interrupted.

"Perception is very important to this company at this point," Gordon said. He added: "The future image of the company will certainly be less arrogant than in the past."

The Wall StreetJournal has reported that some of the company's surgery partners are considering severing ties to HealthSouth. Timon, however, said he doubted the perception of the HealthSouth name will negatively impact centers around the country.

"Customers may be more tuned in with the local doctors they're dealing with," he said. 60

Английский язык для экономистов

Sticking Together

At least one of HealthSouth's surgery partners gave the company a vote of confidence last week. A day after the SEC investigation was announced on March 19, the doctors at HealthSouth Outpatient Care Surgery Center in Birmingham had voted to remove HealthSouth's name from the exterior of its building, worried the association might hurt business and drag down the center. But last week, the doctors reversed their decision, opting to stick it out with HealthSouth, said ear specialist Dr. Dennis Pap-PasJr-

"Originally we did not know how patients and others would perceive the events," he said. "But the public in this area at least has been sophisticated enough to realize it was individuals on the corporate side that have damaged the company severely."

"The patients also recognize the level of care has not changed," he said.

"We haven't seen the concern or damage we expected," Pappas said.

H.2. Answer the following questions.

I. Why did the HealthSouth need re-branding?

2. What needs to be done to keep the brand?

3. What conditions must be met so that a health care brand be a success?

4. What was Scrushy's goal when he founded HealthSouth? How did marketing help him reach this goal?

5. What does HealthSouth's news slogan imply? How did it match company's re-branding strategy?

H.3. Match up the words and definitions:

1) logo; a) to act host of a party, friendly meeting, TV show, etc.;

2) expertise; b) a group that travels around the country giving public

performances for the purpose of entertainment, advertising, etc.;

3) rehabilitation; c) a person who goes to a hospital for treatment while

continuing to live at home;

4) out-patient; d) making a person able to live a healthy, useful, or active

life again, esp. after being ill, in prison, etc.;

5) to go public; e) special skills or knowledge in an area of work or stud;

6) road show; f) a design or way of writing its name that a company or

organization uses as its official sign on its products, advertising, etc;

7) to compromise; g) to become known to all or to many;

8) to host. h) to put into dishonorable position, bring shame to. Unit 3. Urgent Problems of Marketing

61

H.4. Read the article once more, find the sentences containing passives and translate them into Russian.

H.5. Make up the outline of the article and then render it.

I. Reading the Russian newspaper

I.l. Read the article, find key sentences and translate them into English.

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Елена Чиняева, «Эксперт»

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