Growing a business. Развитие бизнеса. The Great Game of Business. Money, страница 5

11. What are small companies made for (in terms of meeting the needs of the customers)?

12. Why does Yvon Chouinard spend more money on research and development than on advertising?

13. What are the consequences of the fact that the real income in the USA has fallen?

14. Why do Y. Chouinard and his company decide to stop manufacturing a product and go off in another direction once their original product becomes generic?

15. What is the reason for the remanufacturing business to succeed in the consumer market?

16. What does success in the business where design is an important aspect of the final product depend on?

17. What are the flavour and image of New Amsterdam beer characterized by?

18. What kind of help did Matthew Reich need in brewing the beer?

19. What funny situation did Susie Tompkins find herself once in Hong Kong?

20. What is the story of creating such a fabulous ice cream flavour as Cherry Garcia?

21. What is the cycle of new products in Cocolat stimulated by?

22. Where does Y.Chouinard get ideas for new products?

III. Recall the entrepreneurs who these words belong to:

1. I still have to relate personally to what I’m promoting as a product, to what I’m doing as a product maker.

2. The commitment to quality is the basis for our company: certainly without quality, we are nothing.

3. … there is no free lunch as far as quality goes you have to pay for it.

4. It’s important for us to see our product as timeless…

5. When our company was smaller, we could … turn on a dime at the last moment,…

6. The business that you’re going to succeed in is the one that you are the customer of, not the marketer to.

7. The domination of the large companies, I think, in lots of industries lets the little guy come in and work faster and work smarter and succeed.

IV. Explain the following in your own words:

1. … our goods do better than they do in a normal business climate, because in a recession, people stop buying fashion, they start buying investments.

2. It’s important for us to see our product as timeless.

3. In the 50s and perhaps in the 60s we were the Joneses …

4. …so there is not that kind of last minute guerrilla tactics that keep you really current.

5. We are a disposable society and we are taking advantage of that kind of a situation.

V. Complete the following sentences:

1. One of the reasons that there are so many businesses being created today…

2. As customers, we can see where … and as customers, we know very well what… .

3. We are diversifying so much as a culture and as a society, that the business person who …

4. So, in business it’s very important to always remember that …

5. There is a good chance that if you satisfy yourself …

6. When starting a business, it’s no good looking at …

7. … is the whole basis for our company. So, quality has always been …

8. There is no free lunch as far as …

9. I feel that clothing is …

10. So, we have to be really careful in that the products we make …

11. In meeting the needs for a product in today’s marketplace, big businesses are…

12. Big businesses, because they are large and cumbersome, tend to …

13. We need higher quality products in order to …

14. The market definitely is becoming more demanding of …

15. The business that you can thrive in is the business that …

VI. Offer an adequate translation to the names of ice cream with most fabulous flavours that customers can try at Ben and Jerry’s Scoop Shops.

Berry Berry Extraordinary	Coffee Coffee Buzz
Bohemian Raspberry New	Cookie Dough
Caramel Chew Chew	Fairtrade Vanilla
Cherry Garcia	Lemon Sorbet
Chocolate Fudge Brownie	Wich
Chocolate Therapy	Phish Food
Chunky Monkey	Vanilla Toffee Crunch New