III. WORK AT THE FOLLOWING TEXT. 3.1. READ AND ANSWER THE QUESTION:
3.1. READ AND ANSWER THE QUESTION:
What helps Scandnavian Air win the competition?
SAS: WELCOME TO FLIGHT
| There are many ways for SAS to compete successfully in the free market in Europe. Costefficiency is one weapon, already used by Asian and American competitors. SAS is going to become twenty per cent more efficient, but Jan Carlzon, the SAS Group President, does not think this alone will help win the competition. The company has put top priority on safety and reliability. It may serve as a good example of how a company can respond to the changing times. The traffic system has always been the company's core business. SAS created an effective worldwide system of traffic that covers every destination.They understood it well that the customers spend from 80 to 90 per cent of their travel budget on the traffic. So, various service elements were added to support customers wherever and whenever they needed help. The elements were hotels and restaurants, car rentals, credit cards and duty-free shopping. SAS has always followed its mission, to enrich the overall travel experience of every individual customer at the lowest possible cost. For the moment the company is engaged in modernizing the production base of the traffic system. They have started a three billion investment program to expand the fleet of aircraft. By January 1993 SAS had the most modern fleet on the Continent, with an average age of 5.5 years per aircraft. The intercontinental fleet was totally renewed, providing expansion opportunities on European and domestic routes. During the 1980s, freer competition emerged in many areas and seat capacity outpaced demand in air traffic. It was when the company made up its corporate mind: "SAS is not in the business of flying airplanes. It is in the business of flying people". People, they realized, did not want to fly the biggest and latest aircraft if it meant landing somewhere to fill up with more passengers. The company understood that people prefer more nonstops and one-stop connections. Since 1984 thirty per cent more nonstops have been added from Copenhagen, Stockholm and Oslo. The performance brought the net effect of five million more customers. Have a pleasant and efficient trip with SAS! |
3.2. READING COMPREHENSION TEST ЗА.
Choose the correct variant on the basis of what is stated or implied in the text.
1. SAS is planning to win the competition with the help of
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(A) more cost-efficiency and other weapons
(B) massive advertising in the press
(C) organizing the traffic system in Africa
(D) modernizing its computer service systems
2. The text demonstrates that SAS is NOT
(A) able to respond to the changing times
(B) losing time trying to respond to the changing times
(C) likely to respond to the changing times
(D) unlikely to respond to the changing times in the future
3. The company's top priority is on safety and reliablity
(A) providing as many service elements as possible
(B) providing unheard-of benefits for employees
(C) providing customers with best possible office equip ment
(D) providing for enjoyable summer vacations abroad
4. SAS engaged in modernization programs that needed
(A) more passenger routes
(B) a renewal of international airport terminals
(C) an investment of three billion dollars
(D) a freer competition in many areas
5. The company understands
(A) the needs of customers
(B) the needs of pilots
(C) the needs of tourists
(D) the need to respond to the changing weather
6. In Line 28, the expression "made up its corporate mind" is closest in meaning to
(A) made a mistake
(B) made a strategic decision
(C) incorporated another company
(D) established a corporation
IV. CLASSROOM TEXT-BASED ACTIVITIES
4.1. CHOOSE THE RIGHT TRANSLATION.
1. The company has put top priority on safety and reliability.
a) компания сделала обеспечение безопасности и надежности своей приоритетной задачей.
b) компания поставила самый главный приоритет на безопасность и надежность.
c) компания поставила главным приоритетом безопасность и надежность.
2. It was when the company made up its corporate mind.
a)это было, когда компания составила свое корпоративное мнение.
b)именно тогда руководство компании приняло стра теги-ческое решение.
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c) это было, когда компания приняла стратегическое решение.
3. The performance brought the net effect of 5 million customers.
a) постановка принесла чистый эффект в 5миллионов клиентов.
b) такая политика принесла чистый эффект в 5 миллионов новых пассажиров.
c) такая политика была эффективна: у компании появилось 5 миллионов новых пассажиров.
4. Have a pleasant and efficient trip with SAS!
a) имейте приятное и эффективное путешествие с САС!
b) имейте приятное и недорогое путешествие с САС!
c) компания САС желает вам приятного и экономичного путешествия!
4.2. TRANSLATE LINES 26-36 AT SIGHT.
4.3. MATCH THE HALVES RIGHT.
4.4. STRUCTURE AND WRITTEN EXPRESSION TEST 3B.
Choose the one word or phrase that best completes the sentence.
1. SAS competes____ in Europe and elsewhere.
(A) successively
(B) successfully
(C) succeedingly
(D)unsuccessful
2. The company_____ as a good example of a marketing-orientated business.
(A) must look
(B) might serve
(C) should be
(D) may serve
3. Various service elements were added_______ customers.
(A) to support
(B) to maintain
(C) to provide
(D) to enrich
4. People do not always want to fly_____ aircraft.
(A) the late
(B) the last
(C) the latest
(D) the later
5. The fleet of aircraft______ providing new opportunities.
(A) has renewed
(B) was renewed
(C) will be renewed
(D) had renewed
6. The traffic system_____ was created by Scandinavian Air.
(A) covered every destination
(B) have covered every destination
(C) covering every destination
(D) having covered every destination
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V. CONVERSATION PRACTICE
5.1. SAY IT DIFFERENTLY.
1. SAS is occupied with modernization programs now.
2. In this way the company acts in reply to the changing times.
3. Passengers can place trust on the personnel and aircraft.
4. SAS worked up a system connecting every part of the world.
5. Duty-free shops and car rentals give assistance to customers.
6. Today more people like SAS better than other companies.
7. Cost-effectiveness is the most important thing for SAS.
8. SAS adheres to its principle of giving comfort to passengers.
5.2. COMPLETE THE FOLLOWING.
1. In Europe today,_____
2. SAS is going to____
3. The company puts top priority on______
4. SAS is trying to_____
5. The traffic system_____
6. Passenger routes_____
7. It also added many service elements______
8. The aim of SAS is_____
9. The modernization program needed______
10. SAS provides businessmen with
5.3. ANSWER THE QUESTIONS.
1. Are there may ways to compete in the free market?
2. Is SAS using any weapons to win the competition?
3. What are the company's top priorities nowadays ?
4. Why did SAS put top priority on its reliability?
5. How can you describe the system created by SAS?
6. What are the elements added to support customers?
7. Is the company engaged in any program today?
8. How much money was invested in modernization?
9. How can you prove that the aircraft are new?
10.Did SAS respond to the changing times in the 80s?
11.Is SAS an example of a good marketing strategy?
5.4. AGREE OR DISAGREE WITH THE FOLLOWING.
1. SAS is going to become more efficient in the near future.
2. Safety and reliability are top priorities for SAS.
3. The company aims at getting more passengers with the help of bigger aircraft.
4. Service elements were added to make customers spend as much money as they can.
5. The company is engaged in building new airports in Belarus.
6. European passengers prefer nonstop and one-stop connections.
7. Since the 1980s, SAS has got millions of new customers.
8. In 1993, SAS had the most backward fleet on the continent.
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VI. DISCUSSION
6.1.In pairs, RETELL the text (3.1) in short.
6.2.DESCRIBE the history of one modern aircraft using the picture. Refer to Exercise 7.4 for information.
6.3.ADVISE a friend who is going to fly to New York to use the services of Scandinavian Air. Give your reasons.
6.4.ASK a representative of SAS working in this country to tell the group about the company's activities.
6.5.ROLEPLAY a SAS management meeting to discuss new ideas in the company's marketing policy. Offer innovative ways to improve the company's performance in Europe and worldwide.
6.6.EXPLORE the history of some other air travel company. Use alternative sources of information. Prepare to report in class.
6.7.COMMENT on SAS's slogan: "We are not in the business of flying planes, we are in the business of flying people".
6.8.STUDY the following facts taken from the Guinness Book of World Records (1990). Discuss them with your groupmates.
6.9. DESCRIBE your own travel abroad (by plane or by travel). What about the service elements on the way?
6.10. SHARE your impressions of reading a book about pilots or travel by air written by a modern author.
6.11. STUDY the magazine ads featuring the services affered by air travel companies in this country. Discuss them in class.
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