Reading for the Real World SECOND EDITION Reading for the Real World Second Edition Barbara Graber · Peggy Babcock · Kayang Gagiano © 2009 Compass Publishing All rights reserved No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without prior permission in writing from the publisher Acquisitions Editor: Jordan Candlewyck Content Editor: Rob Jordens Copy Editor: Joanna Weinhardt Cover/Interior Design: Design Plus email: info@compasspub.com http://www.compasspub.com The authors of this book would like to acknowledge the following writers for contributing materials to this series: Paula Bramante, Paul Edmunds, Andrea Janzen, Jennifer Janzen, Kandice MacDonald, Casey Malarcher, Michael Pederson, Michael Souza ISBN: 978-1-59966-422-4 10 12 11 10 09 Photo Credits pp 16, 23, 24, 28, 29, 31, 34, 34, 37,46, 49, 53, 58, 65, 66, 71, 73, 76, 83, 85, 90, 95, 97, 101, 107, 118, 125, 126,130, 131, 132, 136 © Shutterstock, Inc pp cover, 5, 7, 12, 17, 41, 59, 72, 84, 137 © iStock International Inc pp 22, 25, 30, 62, 77, 112, 115, 133, 143 © BigStockPhoto pp 113, 114 © Yonhap News pp 11, 13, 70, 88, 96, 119 © Jupiterimages Corporation Contents Unit Strange & Unusual Reading : Reading : The Piltdown Man / The Curse of the Mummy / 11 Unit Computers & Technology Reading : Reading : Addicted to the Net? / 17 Rise of the Androids / 23 Unit Health & Medicine Reading : Reading : The Uncommon Cold / 29 Gene Therapy / 35 Unit Social Issues Reading : Reading : Teenage Runaways / 41 Tough on Drugs / 47 Unit Environmental Issues Reading : Reading : Deforestation / 53 Genetically Modified (GM) Crops / 59 Unit Law & Crime Reading : Reading : Lie Detectors / 65 Patents / 71 Unit Language & Literature Reading : Reading : Ever-Evolving English / 77 Pride and Prejudice By Jane Austen / 83 Unit Space & Exploration Reading : Reading : Hawking Radiation / 89 The International Space Station / 95 Unit Sports & Fitness Reading : Reading : Athletes into Creatine / 101 Scuba Safety / 107 Unit 10 People & Opinions Reading : Reading : Toni Morrison: Her Life and Works / 113 The Contradictions of Carnegie / 119 Unit 11 Cross-Cultural Viewpoints Reading : Reading : Repatriation of Remains / 125 Imperialism and the Internet / 131 Unit 12 Business & Economics Reading : Reading : Opening a Small Business / 137 Brand Power/Brand Image / 143 U N I T S t r a n g e & U nusua l The Piltdown Man Pre-Reading Questions Think about the following questions How scientists know how old ancient bones are? What does the theory of evolution say about human evolution? What is the “missing link”? Vocabulary Preview Match each word or phrase with the correct definition link a having doubts; disbelieving fraud b a hoax; a trick obstruct c to block or prevent; to interfere with plant d to put something in a place to purposely fool others plausible e reasonable; possible by logic skeptical f a connection The Piltdown Man O Track ne of the most famous (or infamous) frauds in the history of science is known as the Piltdown Man, remains of a supposed primitive hominid found in 1912 by an amateur paleontologist named Charles Dawson and a professional paleontologist named Arthur Smith Woodward In fact, two sets of these remains were discovered between the years 1912 and 1917 The first of these two was found in the Piltdown gravel pit in Sussex, England While digging in the pit, the paleontologists found a humanlike skull with a jawbone similar to that of an ape 10 This finding appeared to be the remains of a missing link, the connecting evolutionary step between apes and humans The discoverers named the remains Eoanthropus dawsoni, or “Dawson’s Dawn Man,” but it was later commonly known as the Piltdown Man due to the location of its finding The Piltdown Man was an immediate sensation He seemed to fit all of the 15 criteria expected in the missing link -a mixture of human and ape with the noble brow of Homo sapiens and a primitive jaw Best of all, he was British! The reaction to the findings was mixed On the whole, British paleontologists were enthusiastic However, French and American paleontologists tended to be skeptical of the origins of the Piltdown Man, some objecting to its credibility quite vociferously The objectors 20 held that the jawbone and the skull were obviously from two different animals and that their discoveries together was simply an accident of placement At first, fraud wasn’t suspected The fossils were, after all, cleverly done, and no money was involved In addition, there were other European finds related to the missing links of modern-day man, such as the Neanderthal, Cro-Magnon Man, and Heidelberg Man 25 So, having found another “missing link” in the history of modern man’s evolution was not so surprising to some researchers However, some investigators were doubtful of the origins of the Piltdown Man since some initial evidence led to the idea that the jaw could be from a chimpanzee 19 22 hominid - a member of the family of humans paleontologist - a scientist who studies ancient life forms gravel pit - a hole or cavity in the ground filled with pebbles, rock, and clay vociferously - loudly; vehemently fossil - hardened remains of plant or animal life of an earlier geologic period 30 30 35 38 45 species - a set of animals/plants that have similar characteristics perpetrator - a person who commits an act (often a crime) prominent - widely and favorably known co-conspirator - a person who schemes with another fabricate - to make up (a story or lie); to contrive In addition, the researchers expressed strong doubt that the skull and the jaw were 30 from the same species The perpetrators of the hoax solved this problem by planting a second jaw and a second skull at another nearby location Therefore, the report in 1917 of the discovery of “Piltdown Man II” converted many of the skeptics The reasoning was that one accident of placement was plausible, but two were not So after this second finding, some of the doubters were satisfied Moreover, a few 35 prominent British scientists failed to perform tests that they should have done and obstructed other scientists’ access to the fossils Some historians believe that the discoverers of the Piltdown Man and these scientists may have been co-conspirators in the hoax The fame of the Piltdown Man continued for forty years It was featured in professional articles and books, in 40 newspaper reports, and even in high school biology textbooks In the four decades from 1910 to 1950, there was, of course, some opposition from scientific critics who claimed that the skull was human but the jaw was that of an ape During the 1950s, the validity of the Piltdown Man discovery was questioned further Researchers claimed that almost all, if not all, of the fossils had been planted 45 in the pit in modern times and that several of these items had even been fabricated by someone These scientific detectives, among them Joseph Weiner and Kenneth Oakley, disproved the validity of the Piltdown Man with technical evidence showing that the skull belonged to an English lady and the jaw to an Asian orangutan Chemical tests in 1953 further proved that in fact, everything was fake! The found 50 pieces had been stained, filed, smashed, and so on, in a fairly clever way, thus leading people to initially believe that the Piltdown Man was real But the question still remains: Who did it? More than a dozen suspects have been named; the only one famous enough to be recognized by most readers is Arthur Conan Doyle But as we 55 approach the 100th anniversary of the Piltdown Man, there is still no certainty of just who created the greatest hoax in the history of science Reading Time _ minutes _ seconds 703 words R eading Comprehension A Mark each statement as either true (T) or false (F) according to the reading Dawson and Woodward made a lot of money from their discovery Neanderthal remains were found before the Piltdown Man remains People believed the Piltdown Man was real for several decades The Piltdown Man had the skull of an English man B Choose the best answer according to the reading What is true about the Piltdown Man discovery? What did French and American paleontologists believe about the find? a It is still believed by some scientists today b It was a clever trick that fooled many people c It was a key find that proved the theory of evolution d It was the greatest discovery in paleontology of the century a The bones did not come from one being b The bones represented the “missing link.” c The bones were obviously fake d The bones were older than Woodward and Dawson said Which fact made some disbelievers change their minds? a A second set of remains was found b Many books were written about the “missing link.” c Scientists chemically tested the bones d Scientists in other countries believed the hoax C For the next two questions, look for the answers in the book and write them on the lines provided Why was the Piltdown Man an immediate sensation? During the 1950s, why did the researchers question the validity of the discovery of the Piltdown Man? S ummary Fill in the blanks with the words from the list Use each word only once link planted fraud primitive initially skeptical The discovery of the Piltdown Man was proven to be a(n) _ rather than an amazing find for paleontologists _, when the discovery was first announced by Dawson and Woodward, even though some thought they had found the missing _, many scientists outside of England were _ They couldn’t believe that the _ skull and jawbone were from one being These scientists believed that it was more plausible that the bones were simply found in the same place by accident After the discovery of a second Piltdown Man, many disbelievers changed their minds It wasn’t until the 1950s that researchers finally tested the bones through chemical analysis and proved they were fakes Apparently, the bones were stained and then _ at the Piltdown site by a hoaxer However, the person who actually planned and carried out the hoax has never been revealed V ocabulary Extension Here are six words that are related to the topic but are not in the reading Fill in each blank with the best word from the list Use each word only once extinct hypothesis anthropologists primates methodology endemic Science majors need to learn the appropriate _ for conducting their research Diseases of that kind are _ to that environment _ study the cultures and living environments of humans Jane Goodall is famous for her studies with _ His _ has not been tested but is widely believed to be true There is a fear that the species will not be able to survive the effects of global warming and may become _ 10 S upplemental Reading The First to the North Pole S Track cience is not new to the idea of controversy and fraud such as in the case of the Piltdown Man The history of the exploration of the North Pole is another case of this nature The two main players in this story are Robert Peary, a famous explorer in the early 20th century, and Dr Frederick Cook, another explorer who frequently accompanied Peary on his expeditions Both men began their own quests to reach the North Pole in the early 1900s However, the question of who reached the North Pole first, if either, remains hotly 10 debated According to Dr Cook, he reached the North Pole on April 21, 1908 His claim is recorded in his diary, in which he wrote, “With a step, it was possible to go from one part of the globe to the opposite side north, east, and west had vanished It was south in every direction.” Cook then became lost in the Arctic for almost a year 15 In the meantime, Robert Peary was also trying to reach the North Pole He claimed to have arrived there on April 6, 1909, almost a year after Cook However, Peary believed Cook to be dead, making him the first man to reach the Pole In September 1909, both men managed to make it back to civilization and, within days of each other, telegraphed their rival claims to the newspapers 20 Controversy ensued when Peary accused Cook of fraud, claiming that he had no compelling evidence to support his claim as the first man to reach the North Pole In fact, the controversy still lingers to this day Who was the first man to reach the North Pole? For many years, Peary’s supporters, backed by National Geographic magazine, had the upper hand However, new scholarship suggests that both explorers faked 25 their claims In other words, neither of them reached the Pole The definitive answer to this question has yet to be found Discussion Discuss the following questions What other controversies have there been surrounding “scientific” discoveries? What makes a scientific study valid? 134 R eading Comprehension A Mark each statement as either true (T) or false (F) according to the reading C ultural imperialism refers specifically to the idea that the US has become dominated by other cultures According to the article, the leaders of some countries have tried to control access to the Internet The core vs periphery argument refers to the idea that powerful countries tend to control the flow of information to less powerful countries Some critics of cultural imperialism argue that people in other countries have opportunities to transform US products and ideas to meet their own needs B Choose the best answer according to the reading Which of the following best represents the author’s view? Which of the following statements support(s) the idea that the Internet does not promote US cultural imperialism? a The author believes the cultural imperialism argument is valid b The author believes the cultural imperialism argument is invalid c The author offers evidence in support of both points of view d The author believes that cultural imperialism is the fault of Marxists a The Internet makes it possible for people to participate using their own languages b The Internet allows for centralized dissemination of information c Web sites and search engines mostly utilize English d All of the above Those who believe in the theory of cultural imperialism might point to which of the following factors for support? a US media exports b “Asianized” McDonald’s c Both a and b d Neither a nor b C For the next two questions, look for the answers in the book and write them on the lines provided What are core and periphery nations? According to the passage, why is the Internet not a tool for cultural imperialism? S ummary Directions: An introductory sentence for a brief summary of the passage is provided below Select THREE answer choices to complete the summary First Sentence: The relentless export of American media and products represents a classic example of cultural imperialism, something that many foreign countries are trying to slow down, if not stop altogether A Unlike traditional imports and exports, the Internet is not bound by a central authority and, therefore, allows people to participate in their own languages and to take part in preserving and celebrating their own cultures B Microsoft’s Windows is an example of cultural imperialism embedded in the USA C While there are examples of US products and services that have been ‘reinvented’ for foreign markets, there are examples where this is impossible and where the consumer must accept the pre-package American values along with their product and services D Since the Internet is controlled by passive authority, it is necessary to follow specific rules, and transform western-influenced websites E With both information and technology being controlled by the rich, it is nearly impossible for third world periphery countries to compete with, let alone prevent, the onslaught of core American values, ideals, and industry V ocabulary Extension Here are six words that are related to the topic but are not in the reading Fill in each blank with the best word from the list Use each word only once comply imbalances perpetrator slanted multicultural pernicious Some people regard the Internet as the most _ form of cultural imperialism The US media is seen as a(n) _ of cultural imperialism Countries which try to limit their citizens’ Internet access may argue that such measures are needed to offset certain _ in information flow Because some people believe that the media flows from only one source, they also believe that the news and information they receive is _ A _ society gives the opportunity to experience many kinds of cultures It has been argued that those who use Microsoft’s products must _ with US cultural norms 135 136 S upplemental Reading Surfing in Your Mother Tongue W Track 44 hen trying to decide whether the Internet is being used to spread US cultural imperialism, we need to look at which languages are being utilized on the Internet According to statistics, in the late 1990s, 90 percent of worldwide Internet traffic was in English In addition, it was argued that the Internet was based in the US and that Web sites, software used to navigate the Web, and search engines, for the most part, all utilized English Because of this apparent threat, several nations, including China, France, Canada, and Singapore, began to write legislation to create quotas to control the content and number of Internet services 10 However, since the 1990s there has been a proliferation of languages other than English used on the Internet According to Global Reach, an Internet marketing company, the percentage of people online who use a particular language are as follows: English users 35.6 percent, users of European languages other than English 34.9 percent, and users of Asian languages 29.4 percent Accordingly, the number of 15 search engines, Web sites and software written in other languages has also proliferated This would seem to refute the idea that the US and English dominate the Internet scene However, it might be too soon to understand the real impact of the Internet African languages, for example, are 20 rarely mentioned in the statistics, and the question of how accessible computers really are to the majority of the world’s population may need to be asked before we reach any conclusions Discussion Discuss the following questions Can you easily get the information you want or need from the Internet using your mother tongue? Explain Do you ever worry about your right to privacy while on the Internet? Why or why not? U N I T 12 B u s i n e s s & Ec onomic s Opening a Small Business Pre-Reading Questions Think about the following questions Have you ever considered opening your own business? Why or why not? Do you feel you have the qualities to become an entrepreneur? What you think are the most important factors necessary to start a successful business? Vocabulary Preview Match each word or phrase with the correct definition clarify a particular; precise realistic b legitimate; correct; warrantable justifiable c practical; sensible identify d to make easier to understand specific e crucial; important; decisive critical f to detect; to recognize 138 Opening a Small Business O Track 45 pening and managing a small business requires great motivation, desire, and talent It also takes research and planning To increase your chances for success, you should take the time to explore and evaluate your business and personal goals and use this information to build a comprehensive and well-considered business plan to help you reach these goals The following tips for opening a small business may greatly increase your chances of success First, know yourself Before investing a lot of time, energy, and money, it is 10 important to some self-analysis Ask yourself these important questions: Do I have management talent? Am I experienced enough in this industry? Studies have shown that entrepreneurs are persistent, able to succeed in a challenging environment, and have a great need to be in control They are also risk-takers who take responsibility and are willing and able to make decisions Successful 15 entrepreneurs are patient and able to wait until the right time to begin a business They also are able to learn from their mistakes and trust their own judgment Finally, successful entrepreneurs have positive attitudes Be objective about yourself and your aptitude If these traits match your personality, identify what you enjoy doing most and then find a business opportunity that makes use of your personality, 20 skills, and interests Second, plan your business An effective plan is an important management tool for planning your business, setting goals, and measuring business performance Although your plan will depend on the type and size of your business, all plans should be organized into individual sections: an executive summary, a description 25 of the product or service, a marketing analysis and marketing plan, a description of the management team, a financial strategy, and an appendix A high-quality plan demonstrates a careful analysis and realistic plan for the future of your business Putting your thoughts down on paper will help clarify the goals of your business, your customers and competitors, and your strengths, weaknesses, threats, and 10 12 18 24 self-analysis - introspection; a study of one’s own personality entrepreneur - a person who organizes and manages a business undertaking aptitude - an ability; a talent executive - managerial; administrative 36 guarantee - a promise or assurance that something is of specified quality 40 envision - to anticipate; to imagine; to foresee 41 diffuse - scattered; spread 50 set up shop - to open a business 54 compatibility - suitability; existing together with something 55 proximity - nearness in place, time, or relation 30 opportunities This helps you set realistic goals and direct your business toward meeting them Third, know your market A marketing plan needs to include market research results, specify a business location, and define the targeted customer group It should also name the competition and outline the Ps: product, pricing, place, and 35 promotion Product information should include such things as packaging design, guarantees, and new product development Pricing information should include setting competitive, profitable, and justifiable prices Place information covers the physical distribution of goods Promotion information includes personal selling, advertising, and sales promotion The essential goal is targeted marketing -making 40 sure your message reaches the people you envision as customers Because the marketplace is fragmented and diffuse, reaching a large population requires huge investments in marketing and advertising Therefore, identifying a specific customer profile is an important part of any marketing plan Last, choose the right employees and the right location Just as your product, 45 service, and marketing are critical to success, so is the quality of your employees Your company’s reputation often depends on how customers view your employees Before beginning the hiring process, define the job, the experience or education required, and the wage you expect to pay Employee training is also an important step in hiring the right employee for the right position In terms of location, where you 50 want to set up shop is a decision that should be made early Select your location based on the type of goods or services to be provided and your target market, rather than on personal convenience For retail businesses, consider a location that provides a lot of local traffic, as well as parking convenience, public transportation, the compatibility of nearby businesses, and the building itself For manufacturing and 55 service businesses, consider your proximity to suppliers and customers, as well as customer convenience and space for future expansion Reading Time _ minutes _ seconds 640 words 139 140 R eading Comprehension A Mark each statement as either true (T) or false (F) according to the reading T he author suggests that following the tips outlined in the reading will guarantee success Successful entrepreneurs are often those who like to take risks as well as be in control According to the article, each business is different, so there are no specific plans aspiring entrepreneurs should follow Employee training is not something important to think about Targeted marketing means that entrepreneurs should select and contact consumers who they believe will buy their product or service B Choose the best answer according to the reading What is one thing the writer suggests doing before opening a business? According to the writer, why is targeted marketing an important strategy for small businesses? a Getting as many investors as possible b Securing bank loans c Analyzing one’s personality traits d Working with other entrepreneurs a Although it is expensive, it introduces the business to the most consumers b It helps businesses concentrate on customers most likely to purchase goods c It creates excessive demand, thereby building excitement among consumers d It is an inexpensive way to introduce the company to one geographical area According to the reading, which of the following does NOT need to be considered when choosing a location for a retail business? a Personal convenience c Parking facilities b Future expansion d Closeness to suppliers C For the next two questions, look for the answers in the book and write them on the lines provided What is the purpose of an effective business plan? What sections should a business plan be organized into? S ummary Fill in the blanks in the table with the sentences below according to the category they belong to Use each sentence only once Strategies for a Successful Business Personal Considerations Business Theory and Practice A Putting your thoughts down on paper into a high-quality business plan demonstrates a careful analysis and justifiable plan for the future of your business B The quality of your employees is critical to the success of your business; they need to have a positive attitude and be customer-focused C Before beginning, you need to understand yourself, your strengths, weaknesses, and clarify your ability to run a successful business D Customers are your ultimate goal, so target your market to those who you think will buy your product or service; don’t waste money marketing to everyone E Place information covers the physical distribution of goods while promotion information includes personal selling, advertising, and sales promotion F A marketing plan should identify the specific competition and outline the Ps: product, pricing, place, and promotion V ocabulary Extension Here are six words that are related to the topic but are not in the reading Fill in each blank with the best word from the list Use each word only once debt innovation collateral outsource regulations barter In order to receive the loan, she needed to designate her house as _ Even though small business ventures are said to be a source of great _, they receive little government support Government _ on small businesses can be quite stringent The fear of going into _ frightens away many a would-be entrepreneur Many people are discussing the merits of a(n) _ system in which goods and services are exchanged, rather than paid for with money In order to reduce their operation costs, they plan to _ their manufacturing operations to other companies 141 142 S upplemental Reading Supporting Small Business A Track 46 ccording to a recent Internal Revenue Service report, there are 18.6 million small businesses in the United States The US Small Business Administration reports that small businesses (including the self-employed) account for 58 percent of the US workforce and 40 percent of the gross national product Starting a small business is risky, and an impediment for many people interested in beginning their own business is their ability to obtain loans The rationale for 10 banks is to supply money to those who already have money, collateral, and a credit history in order to assure repayment This rationale, however, keeps those who are poor from creating financial self-sufficiency Grameen Bank, created by Muhammad Yunnus in Bangladesh in 1976, has a different rationale Grameen Bank provides small loans, typically under $100, to 15 poor individuals who are unable to borrow from conventional banks, in order for them to establish or expand “micro businesses.” To date, these include tailoring, food processing, basket weaving, raising livestock, and a number of other small enterprises Grameen Bank currently boasts nearly two and a half million borrowers in Bangladesh, Malaysia, India, Uganda, Mexico, the United States, and other countries, 95 20 percent of whom are women Proving that their policy of trusting their clients works, Yunnus states that their experience with bad debt is less than one percent Discussion Discuss the following questions Why you think smaller businesses, as opposed to large corporations, are great sources of innovation? What could/should governments to aid small business ventures? How does the government in your country support small businesses? U N I T 12 B u s i n e s s & E conomic s Brand Power/ Brand Image Pre-Reading Questions Think about the following questions Name two brands or products you are familiar with How and why are you familiar with certain brands? Are you more likely to buy a product with a brand name you recognize? Vocabulary Preview Match each word or phrase with the correct definition enhance a effectively; in the manner of creating advantage for oneself asset b to start; to begin negotiate c an example; a sign for something launch d to improve representative e a possession; a resource strategically f to try to reach an agreement 144 Brand Power/Brand Image A Track 47 brand is a name, term, sign, symbol, design, or a combination of these intended to identify the goods or services of a company or a group of companies Another purpose of a brand is to differentiate one company from another The most important skill of professional marketers is the ability to create, maintain, protect, and enhance the brands of their products and services Branding has become so important that today hardly any company or product is without one Brand power refers to the relative strength of a company’s brand in the minds of consumers It can influence consumer choice of products Brands are powerful to 10 the extent that they confer high brand loyalty and strong brand associations They also confer name recognition, perceived quality, and other assets such as patents and trademarks to a company A strong brand can be one of a company’s most important assets Measuring the real value of a brand name is difficult, but according to one estimate, brand value of the following companies in US dollars is: 15 $68 billion for Coca-Cola, $65 billion for Microsoft, $53 billion for IBM, $42 billion for GE, and $35 billion for Nokia High brand power provides a company with many competitive advantages A powerful brand enjoys a high level of consumer brand awareness and loyalty Because consumers expect stores to carry the brand, the company has more bargaining 20 power when negotiating with retailers And because the brand name brings high credibility, a company with a strong brand can more easily launch new products with the same brand name For example, Coca-Cola used its well-known brand name to introduce Diet Coke, and the Johnson & Johnson brand, originally known for its Johnson & Johnson Baby Shampoo, was later used to 25 introduce products such as Johnson & Johnson Baby Oil, Cotton Swabs, and Dental Floss Brand image refers to the ways in which consumers perceive the company and the brand Because every 10 11 12 21 differentiate - to contrast; to set apart confer - to give; to grant recognition - identification trademark - a logo; a registered symbol of a manufacturer credibility - reliability; believability 30 33 36 36 45 logo - a manufacturer’s symbol or trademark associated - affiliated with; related to precisely - specifically; clearly sophisticated - cultured; refined utilize - to put to use customer has a different perception about brands, designing a new brand is not simply 30 about designing a logo or a name Rather, the image should send the consumer the correct message visually, verbally, and conceptually Therefore, marketers must pay attention to every detail of their brand, even color Different colors have different meanings, and those meanings are often associated with whatever bears the color The colors used in a brand logo say a lot about the image of the brand Banks, such 35 as Wells Fargo and Goldman Sachs, use black and blue as their representative colors precisely because these colors are perceived as sophisticated, wise, serious, and rich Likewise, most hospitals’ logos include the color green because it is perceived as refreshing, restful, peaceful, and hopeful Moreover, according to statistics, people tend to prefer rounded brand logos as opposed to triangular ones Therefore, many 40 brands such as Coca-Cola and Tide use rounded logos Many companies use the advantage of a strong brand image and brand power strategically to expand their businesses When a company introduces an additional item with a new flavor, form, color, or package size in a given product category and under the same 45 brand name, it is called a line extension Companies utilize this low-cost, low-risk strategy to introduce new products which will satisfy consumer desire for variety Another strategy is called brand extension For example, Honda uses its company name for different products, including 50 automobiles, motorcycles, snowmobiles, and marine engines This allows Honda to advertise that their customers can fit “six Hondas in a two-car garage.” Under a third strategy, multibranding, companies introduce additional brand names for products in the same category This strategy is used to create separate brand images for individual products which may differ in some way from their other 55 products For example, Japan’s Matsushita used separate names for its different product families: Panasonic, National, and Technics Brand recognition is certainly important Because consumers often hold long-standing perceptions about brands, high brand power ensures a company continued sales of its products Reading Time _ minutes _ seconds 668 words 145 146 R eading Comprehension A Mark each statement as either true (T) or false (F) according to the reading One purpose of branding is to set apart one company from another The term “brand power” means that a particular brand is strong in the minds of consumers A company with high brand power is one that is recognized by a large number of consumers A company with high brand power has certain advantages over other companies, including the ability to more easily introduce new products to the consumer B Choose the best answer according to the reading According to the passage, what should a company consider when designing a brand? b The shape of its logo d All of the above What is an example of a way that a company might use high brand power to increase its business? a Color c Its customers’ preferences a Comparing its logo with a competitor’s logo b Re-creating products that were not successful in the past c Using its brand name to introduce new products d Using its brand name to support a political cause Why is multibranding used? a To re-introduce less successful products under a new name b To create a new or stronger brand name c To satisfy customer desire for variety d To benefit from consumers’ long-standing perceptions about the company C For the next two questions, look for the answers in the book and write them on the lines provided Why hospitals’ logos include the color green? Why companies such as Coca-Cola and Tide use rounded logos? S ummary Fill in the blanks in the table with the sentences below according to the category they belong to Use each sentence only once Brands Benefits Uses A Consumers expect stores to carry the brand, so the company has more bargaining power when negotiating with retailers B A powerful brand enjoys an enhanced level of consumer brand awareness and loyalty C Companies utilize line extension, low-cost, low-risk strategy, to introduce new products which will satisfy consumer desire for variety D A brand is intended to identify and be representative of the goods or services of a company or a group of companies E Brand extension involves the use of a successful brand name to launch new or modified products in a new category, thereby employing brand recognition in order to increase sales of new products F Brands also strategically confer name recognition, perceived quality, and other assets such as patents and trademarks to a company V ocabulary Extension Here are six words that are related to the topic but are not in the reading Fill in each blank with the best word from the list Use each word or phrase only once dependability merger franchise distribution contract acquisitions Among the company’s newest were the copyrights to the Beatles’ early songs I will not sign the _ until my lawyers make several corrections Maytag washers are famous for their _ They rarely break down The between the two corporations resulted in a large number of lay-offs A _ is a business which is granted the right to sell a specific product by the original company The _ process includes the storing and shipping of products 147 148 S upplemental Reading Coca-Cola’s History T Track 48 he Coca-Cola symbol has been a recognized trademark in the US for almost a century, and the name has been a household word for even longer Both name and product are known to millions of consumers in more than 195 countries In fact, it is said that Coca-Cola is the most recognized trademark in the world A pharmacist, John Styth Pemberton, first introduced Coca-Cola in Atlanta, Georgia after inventing a caramel-colored syrup in his backyard in May 1886 Pemberton originally thought of his drink as a medicinal tonic Based on the ingredients in the drink, coca leaves and the African kola nut, Dr Pemberton’s 10 partner and bookkeeper, Frank M Robinson, suggested the name But rather than using “K” for kola nut, he used the letter “C” because it was believed the two “C’s” were more attractive from a marketing point of view Pemberton sold twenty-five gallons of Coca-Cola and grossed fifty dollars his first year, which did not cover his advertising costs Because 15 of his bad health, Pemberton decided to sell In 1891, Asa G Candler, a businessman from Atlanta, was able to procure ownership and with his knowledge of merchandising, introduced Coca-Cola throughout the United States In addition to newspaper advertisements, the company began 20 putting its trademark on a wide variety of things, including painted wall signs, barn signs, paperweights, calendars, serving trays, bookmarks, and streetcar cards In addition, a new bottle was designed for the product, one that was different from those of its competitors The result was the unique hourglass-like bottle the company used in the past Discussion Discuss the following questions What you think accounts for the reported popularity of Coca-Cola today? What important information was not included in this reading? Which brands are famous for having a good reputation? ... 11 10 09 Photo Credits pp 16, 23, 24, 28, 29, 31 , 34 , 34 , 37 ,46, 49, 53, 58, 65, 66, 71, 73, 76, 83, 85, 90, 95, 97, 101, 107, 118, 125, 126, 130 , 131 , 132 , 136 © Shutterstock, Inc pp cover,... Reading : Reading : The Piltdown Man / The Curse of the Mummy / 11 Unit Computers & Technology Reading : Reading : Addicted to the Net? / 17 Rise of the Androids / 23 Unit Health & Medicine Reading. .. absorb the water from the body of the deceased d They wrapped the body in pine needles C For the next two questions, look for the answers in the book and write them on the lines provided What