Vocabulary

to satisfy — удовлетворять

foil — фольга

wrap — обертка

food storage — хранение продуктов

to assume — предполагать, допускать

to discount — не принимать в расчет

to sustain — выносить; выдерживать

to dislodge — выгнать; сбивать

an established leader — признанный лидер

a dispenser — распылитель

pump — насос; насосный

routinely — постоянно

alert — бдительный; живой, проворный

to make adjustments — приспособиться

sales reps — репетиции продаж

middleman — посредник

ethical issue — этические вопросы

landfill — место закапывания мусора

trash — мусор

to spy on smb — шпионить за кем-либо

damage awards — штраф, компенсация за убытки

restricted — ограниченный, закрытый

to pose (as) — принимать вид, притворяться (кем-либо)

Exercise 5: Work with a partner to complete the sentences below with the following words.

to satisfy; to assume; to discount;

to sustain; to dislodge; an established leader;

to make adjustments; a middleman; to spy on smb

1. Don't the strengths of current and potential competi­tors!

2. All famous companies do their best to customers' needs.

3. The use of competitor analysis will help you to ______ a com­petitive situation.

3. A company which has already won a target market is an ______ there.

5. Trade publications, alert sales reps and ______ are sources of competitor information.

6. If a marketing manager that there won't be competi­tion in the future, he will make a big mistake.

6. A market situation changes very quickly, you should ______ according to it.

8. Frito-Lay decided to Procter & Gamble to obtain trade secrets.

9. It is very difficult to a market leader by attacking with a strategy that has similar strengths.

Exercise 6: Give the English equivalents to the following words and phrases.

удовлетворять потребности; признанный лидер; постоянно; приспособиться; посредник; предполагать; не принимать в расчет; компенсация за нанесенный ущерб; ограниченный; выдерживать.

Exercise 7: Explain your friend who is not too good at economics what the following words and phrases mean.

+ competitor analysis

+ competitive barriers

+ an established leader

+ an alert marketing manager

+ damage awards

Unit 6: people who made a fortune

Text 1: Read and translate the text

The American men of wealth exist today as they did a quarter or a half a century ago. The old multimillionaire families who made their fortune at the dawn of monopoly capitalism have been preserved in the main and many of them have greatly increased both their wealth and their influence.

It is no easy task to detect a millionaire and ascertain his wealth. It is even more difficult to determine the exact number of people who could be put in the category of "top wealth-holders" in America. The American magazine "Fortune" did such an investigation. The magazine did not re­sort to statistical calculations and based its estimates on a poll of income tax experts and the millionaires themselves, on materials of government archives and information about the wealth of millionaires which appear in the press from time to time. According to various estimates, to which Fortune re­fers, the number of persons owning more than $50,000,000 ranged from 150 to 500. Studying for several months the biggest fortunes, the magazine succeeded in definitely establishing the names of 155 persons who owned capital of that size. The magazine remarked that most likely there is an­other 100. Fortune thus estimated that there were approximately 250 per­sons each owning more than $50,000,000.

Among these people there are so called "Old Fortunes" whose owners are famous and known all over the world.

The Rockefellers. At the beginning of the 20th century, John D. Rock­efeller, Jr., himself calculated his fortune with precision up to one cent and set it at $815,600,000.

Today the Rockefeller fortune consists, as it were, of three parts. The first part is the assets inherited by the wife, children and grandchildren of John D. Rockefeller, Jr.; these are mostly the stocks of oil companies and the Chase Manhattan Bank. Under the term of the will, this capital is se­cured to each member of the family in trust for life. They can use the in­come but not the capital itself. After their death this part will be inherited by their children, and as American authors consider, will be broken up between them. But even if this prediction comes true, it is clear that the size of the Rockefeller assets will increase because of the mechanism for the self-growth of fictitious capital. At least in the next ten years this wealth will be managed jointly as the combined capital of the quite large finan­cial clan. As for the rates of the self-growth of this part of their capital, it can be judged from the fact that between 1946 and 1958 it increased by 140 per cent owing the stock market boom.

The second part consists of several philanthropic foundations fully con­trolled by the Rockefeller brothers. Since this family continues to allot large sums to philanthropy there is every ground for assuming that this part of their capital will continue to increase swiftly.

The third, perhaps most interesting, part of the Rockefeller assets is the capital fully owned by the sons of John D. Rockefeller, Jr. Having no right to spend the inherited capital they utilize for enrichment the income they get from it and also the extensive credit they can receive. In the 1960s, the independent new personal fortune of the children of John D. Rockefeller, Jr., not counting the inherited capital, amounted — not less than $200 mil­lion and continued to mount swiftly. In 1968, Fortune estimated the total of the capital belonging to the six Rockefeller brothers and one sister at from $1,200 million to $1,800 million.

The Fords. In the mid-1920s their fortune was estimated at $660 mil­lion and consisted almost exclusively of the personal capital of Henry Ford invested in the Ford Motor Company. Nowadays the personal fortune of the Fords can be estimated at $1,200-1,500 million and together with the assets of the Ford Foundation, at $3,800-4,000 million.

Some details of the "tax strategy" of the Fords are of interest. Since the estates of Henry and Edsel Ford were passed on to the heirs in 1943-48, when the Ford Motor Company was fully in the hands of the family, the value of the company's stock was obviously underestimated. The entire cap­ital bequeathed by them, including the money turned over to the Ford Foun­dation, was evaluated altogether at $450 million, while the real market value of the company's assets could not be less than $1,500 million at that time. Were the heirs directly to inherit it all, they would have had to pay the Trea­sury about $320 million even on the greatly undervalued estimate of the company assets ($450 million), to which by the way the Treasury officials did not object. By handing over the biggest part of the estate to the Ford Foundation, the estate tax was reduced to $42 million. But even this mon­ey was not paid from the personal capital of the Fords. An American au­thor tells us that the "Ford family's lawyers, finally, saw to it that their cli­ents did not have to pay the inheritance tax on the shares they did inherit.

Henry and Edsel's wills provided that the bequests to the members of the family entire tax free, thereby, in effect, imposing the entire tax burden on what was left to the Ford Foundation. The tax bill came to $42,062,725 which was about equal to the total spent by the Foundation on all its be­nevolences through 1950. Sweet are the uses of philanthropy."