Учебное пособие по английскому языку для студентов неязыковых вузов специальности "Государственное и муниципальное управление". Касторнова О.Н. - 89 стр.

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89
market. At a cost of £330 million, Pepsi changed the colour of their can to blue
as well as painting a Concorde airliner blue. They also used supermodels
Claudia Schiffer and Cindy Crawford, and tennis star Andre Agassi in the
campaign. It was felt that blue was a fashionable, innovative colour which
would differentiate Pepsi from the red of Coca-Cola. However the campaign
failed to achieve its main aim.
1. Why do you think the campaign was unsuccessful?
2. Can you suggest ways for Pepsi to compete more successfully with
Coca Cola?
Fly Me, I'm Cheap
In autumn 1995 Easyjet and Ryanair, two
small North European airlines, introduced
budget flights on UK domestic routes. Other
carriers responded with similar services but
British Airways decided not to. Later,
British Airways changed its mind and in
May 1998 it launched its successful airline Go. This offers low-cost flights with
no on-flight food or entertainment on certain domestic and European routes.
1. Why do you think British Airways changed its strategy?
2. How do you think its decision affected the small airlines? What can
they do to respond?
Reading III: Read the story.
Not Guilty
1
Going through the Customs
2
is a tiresome business. The strangest thing
about it is that really honest people are often made to feel guilty. The hardened
professional smuggler
3
, on the other hand, is never troubled by such feelings,
even if he has five hundred gold watches hidden in his suitcase. When I returned
from abroad recently, a particularly officious
4
young Customs Officer clearly
regarded
5
me as a smuggler.
“Have you anything to declare?” he asked, looking me in the eye.
“No,” I answered confidently
6
.
“Would you mind unlocking this suitcase please?”
“Not at all,” I answered.
The Officer went through the case with great care. All the things I had
packed so carefully were soon in a dreadful mess
7
. I felt sure I would never be
able to close the case again. Suddenly, I saw the Officer’s face light up. He had
spotted
8
a tiny bottle
9
at the bottom of my case and he pounced on it with
delight
10
.
“Perfume, eh?” he asked sarcastically. “You should have declared that.
Perfume is not exempt from import duty.”
“But it isn’t perfume,” I said. “It’s hair-oil.” Then I added with a smile,
“It’s a strange mixture I make myself.”
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         market. At a cost of £330 million, Pepsi changed the colour of their can to blue
         as well as painting a Concorde airliner blue. They also used supermodels
         Claudia Schiffer and Cindy Crawford, and tennis star Andre Agassi in the
         campaign. It was felt that blue was a fashionable, innovative colour which
         would differentiate Pepsi from the red of Coca-Cola. However the campaign
         failed to achieve its main aim.
                1. Why do you think the campaign was unsuccessful?
                2. Can you suggest ways for Pepsi to compete more successfully with
         Coca Cola?
                                           Fly Me, I'm Cheap
                                               In autumn 1995 Easyjet and Ryanair, two
                                              small North European airlines, introduced
                                              budget flights on UK domestic routes. Other
                                              carriers responded with similar services but
                                              British Airways decided not to. Later,
                                              British Airways changed its mind and in
         May 1998 it launched its successful airline Go. This offers low-cost flights with
         no on-flight food or entertainment on certain domestic and European routes.
                1. Why do you think British Airways changed its strategy?
                2. How do you think its decision affected the small airlines? What can
         they do to respond?
                Reading III: Read the story.

                                            Not Guilty1
                Going through the Customs2 is a tiresome business. The strangest thing
         about it is that really honest people are often made to feel guilty. The hardened
         professional smuggler3, on the other hand, is never troubled by such feelings,
         even if he has five hundred gold watches hidden in his suitcase. When I returned
         from abroad recently, a particularly officious4 young Customs Officer clearly
         regarded5 me as a smuggler.
                “Have you anything to declare?” he asked, looking me in the eye.
                “No,” I answered confidently6.
                “Would you mind unlocking this suitcase please?”
                “Not at all,” I answered.
                The Officer went through the case with great care. All the things I had
         packed so carefully were soon in a dreadful mess7. I felt sure I would never be
         able to close the case again. Suddenly, I saw the Officer’s face light up. He had
         spotted8 a tiny bottle9 at the bottom of my case and he pounced on it with
         delight10.
                “Perfume, eh?” he asked sarcastically. “You should have declared that.
         Perfume is not exempt from import duty.”
                “But it isn’t perfume,” I said. “It’s hair-oil.” Then I added with a smile,
         “It’s a strange mixture I make myself.”


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