The Making of a Success Story

1 IKEA is the world's largest furniture retailer, and man behind it is Ingvar Kamprad, one of the world's 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-IKEA.

2 IKEA's name comes from Kamprad's initials (I.K.)and the place where he grew up (`E` and `A`). Today IKEA is known for its modern , minimalist furniture , but it was not a furniture company in the beginning .Rather, IKEA sold all kind of miscellaneous goods ,Kamprad's ware included anything that he could sell for profits at discounted prices ,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 Kamprad's 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 opend its first showroom in Almhult ,Sweden. IKEA is known today for its spacious stores with furniture in attractive settings ,but in the early 1950s ,people ordered from catalogues ,Thus response to the first showroom was overwhelming: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 packaging . Flat packaging would mean lower shipping costs for IKEA and lower prices for customers .IKEA tried it and sales soared . The problem was that people had to assemble furniture themselves ,but over time ,evem this grew into an advantage for IKEA . Nowadays ,IKEA is often seen as having connotations of self-sufficiency .This image has done wonders for the company ,leading to better sales and continued expansion.

6 Today there are over 200 stores in 32 countries .Amazingly ,Ingvar Kamprad has managed to keep IKEA a privately-help company .In 2004 he was named the world's richest man , He currently lives in Switzerland and is retied from the day-to-day operations of IKEA. IKEA itself , though ,just keeps on growing.

1. Paragraph 2 ____.

2. Paragraph 3 ____.

3. Paragraph 4 ____.

4. Paragraph 5 ____.

A. Ingvar Kamprad – a born businessman

B. Success brought by the introduction of showrooms

C. The origin of IKEA

D. Specialization in selling furniture

E. Flat packaging – a feature of IKEA

F. World-wide expansion of IKEA

5. Even when he was only a child, ____.

6. ____, and years later became a big company specialized in manufacturing and selling of furniture.

7. Customers liked the idea of IKEA’s showrooms because ____.

8. As flat packaging saves money for both IKEA and the customers, ____.

A. IKEA began as a small store selling all kinds of cheap things.

B. it is highly welcomed by both

C. Ingvar Kamprad showed interest in and talent for doing business.

D. he lives happily in retirement

E. here they can see and try the furniture they are going to buy.

F. Ingvar successfully manages the company all by himself

答案與題解：

C第二^介紹了 IKEA這個(gè)店名的來源以及它剛開始的時(shí)候是一家什么樣的小雜貨店。

D第三段講了 IKEA通過郵購方式銷售自己設(shè)計(jì)、自己制造的家具，業(yè)績喜人，從而擴(kuò)大生 產(chǎn)線，專事家具產(chǎn)銷。

B 1^3年IKEA弓丨°入展示廳的做法得到很好的反響，銷售大大增加。

E Kamprad從別人拆卸家具中得到啟發(fā)，于是試行銷售平板包裝的家具，既利己又利人，并 使獨(dú)立自行成為IKEA的一個(gè)特色。

G時(shí)間狀語從句告訴我們這里要講的是Ingvar小時(shí)候的事情，文章的第一段就說了他從小 就會(huì)做買賣。

A這句話的后半句說IKEA幾年以后才變成一家專營家具的公司，前半句很可能講它的前 身是什么。

E這句的主句講了顧客們喜歡IKEA的展示廳，從句用because引導(dǎo)，很清楚要求給出原因。

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