2015职称英语综合类概括大意与完成句子原文.pdfVIP

第一篇 The Making of a Success Story 1 ．IKEA is the worlds largest furniture retailer, and the man behind it is Ingvar Kamprad, one of the worlds most successful entrepreneurs. Born in Sweden in 1926, Kamprad was a natural businessman. As a child, he enjoyed selling things and made small profits from selling matches, seeds, and pencils in his community. When Kamprad was 17, his father gave him some money as a reward for his good grades. Naturally he used it to start up a business 一 IKEA. 2 ．IKEAs name comes from Kamprads initials (I.K.) and the place where he grew up (E and A). Today IKEA is known for its modern, minimalist furniture1, but it was not a furniture company in the beginning. Rather, IKEA sold all kinds of miscellaneous goods. Kamprads wares included anything that he could sell for profits at discounted prices2, including watches, pens and stockings. 3 ．IKEA first began to sell furniture through a mail-order catalogue in 1947. The fUrniture was all designed and made by manufacturers near Kamprads home. Initial sales were very encouraging, so Kamprad expanded the product line. Furniture was such a successful aspect of the business that IKEA became solely a furniture company in 1951. 4 ．In 1953 IKEA opened its first showroom in Almhult, Sweden. IKEA is known today for its spacious stores with furniture iti attractive settings, but in the early 1950s, people ordered from catalogues. Thus response to the first showroom was overwhelmiig: people loved being able to see and try the furniture before buying it. This led to increased sales and the company continued to thrive. By 1955, IKEA was designing all its own furniture. 5 ．In 1956 Kamprad saw a man disassembling a table to make it easier to transport. Kamprad was inspired. The man had given him a great idea: flat packaging3. Flat packaging would mean lower shipping costs for IKEA and lower prices for