简明实用英语 第三册 作者 崔秀敏Unit 10 Unit Ten Opportunity,Competition,Cooperation.pptVIP

Quality remains most important in Hallmark management minds. Creativity, after all, is among the chief ingredients of any greeting card companys success. Increasingly fewer consumers buy a card based on brand alone; at an industry average of about ＄1.50 a card, price considerations are lessened, too. The reason people buy a card is because they want to say something to a friend, relative, or acquaintance, and theyre looking for preprinted words that express their feelings best. For Hallmark, “where they have to be” is everywhere. The company has known, for example, that its customers increasingly were turning to television. Joyce Hall launched the Hallmark Hall of Fame series in 1951 as a way to thank everyone who had bought Hallmark cards. The response proved so great that Hallmark continued sponsoring shows. More important, the Hallmark Hall of Fame firmly established the company name and slogan, “When You Care Enough to Send the Very Best,” in the minds of millions of card shoppers. Of course, Hallmark has more planned. The constant search for new markets and creative ways to reach them has taken the company in high technology. Hallmark also is taking part in the so-called information superhighway, testing a system that allows customers at home to select a card. Who knows what else Hallmark plans for the rest of this century? The company is inspired. Sure, competitors like to criticize Hallmark, partly because of its size and partly because of its success. But the company sincerely believes it is meant to prevail. “If the competitions catching up with you, its not that theyre getting better, its because youre not staying ahead,” Hall says, “We just have to do what it takes to stay ahead.” New Words Phrases ⊙ throne [θr?un] n. 王座；君主 * Kansas [?k?nz?z] n. 堪萨斯州(美国州名) * Missouri [mi?zu?ri] n. 密苏里州(美国州名) ▲ revenue [revinju:] n. （国家的）收入 * Nebraska ?[ni?br?sk?] n. 内布拉斯加州 merchant [m?:t??nt] n. 商人； 批发商 brand [br?nd] n. 商标；牌子 prevail [priveil] v.