The deal with Warner ties much of the merchandising to the films alone. There are no officially sanctioned products relating to “Order of the Phoenix”; nor yet for “Harry Potter and the Prisoner of Azkaban”, the film of the third book, which is due out in June 2004. Warner agrees that Ms Rowling’s creation is a different sort of commercial property, one with long-term potential that could be damaged by a typical Hollywood marketing blitz, says Diane Nelson, the studio’s global brand manager for Harry Potter. It is vital, she adds, that with more to come, readers of the books are not alienated. “The evidence from our market research is that enthusiasm for the property by fans is not waning.”

 

36. When the author says “there will be no escaping Potter mania”, he implies that .

£ÛA£Ý Harry Potter’s appeal for the readers is simply irresistible

£ÛB£Ý it is somewhat irrational to be so crazy about the magic boy

£ÛC£Ý craze about Harry Potter will not be over in the near future

£ÛD£Ý Hogwarts school of magic will be the biggest attraction world over

37. Ms Rowling’s reading in London’s Royal Albert Hall is mentioned to show .

£ÛA£Ý publishers are really adventurous in managing the Potter’s business

£ÛB£Ý businesses are actually more credible than media in Potter’s world

£ÛC£Ý the media are promoting Pottermania more actively than Hollywood

£Û£Ä£Ý businesses involved with Potter are moving along in an unusual way

38. The author believes that .

£ÛA£Ý Britain’s Sunday Times rich list is not very convincing as it sounds

£ÛB£Ý Time Warner’s management of licenses is a bit over commercialised

£ÛC£Ý other firms may produce goods using Harry Potter images at will

£ÛD£Ý what Ms Rowling got in return for her offering to Warner is a real bargain

39. Paragraph 4 intends mainly to show Warner’s .

£ÛA£Ý determination to promote Potter

£ÛB£Ý consistence in conducting busines

£ÛC£Ý high regard for Ms Rowling’s request

£ÛD£Ý careful restrictions on licensing to Coco-Cola

40. It can be concluded from the last paragraph that .

£ÛA£Ý products of Potter films have brought enormous profits to Warner

£ÛB£Ý current Hollywood’s marketing of Potter may damage its potential

£ÛC£Ý readers could get tired of Ms Rowling’s writings sooner or later

£ÛD£Ý Warner will maintain the same strategy with Potter in future

 

Large, multinational corporations may be the companies whose ups and downs seize headlines. (41) Small businesses, defined as those with fewer than 100 workers, now employ 60 percent of the workforce and expected to generate half of all new jobs between now and the year 2,000.(42)

Too many of these pioneers, however, will blaze ahead unprepared. Idealists will overestimate the clamor for their products or fail to factor in the competition. (43). Midcareer executives, forced by a takeover or a restructuring to quit the corporation and find another way to support themselves, may save the idea of being their own boss but may forget that entrepreneurs must also. at least for a while, be bookkeepers and receptionists, too.(44) By 1995, more than 60 of those 100 startª²ups, 77 percent of the companies surveyed were still alive. Most credited their success in large part to having picked a business they already were comfortable in Eighty percent had worked with the same product or service in their last jobs.

Thinking through an enterprise before the launch is obviously critical.(45) you must tenderly monitor its pulse, in their zeal, to expand. Small business owners often ignore early warning signs of a stagnant market or of decaying profitability. They hopefully four more and more into the enterprise, preferring not to acknowledge eroding profit margins that means the market for their ingenious service or product has evaporated, or that they must cut the payroll or vacate their lavish offices.

To snatch opportunity, you must spot the signals that it is time to conquer the new markets, add products or perhaps franchise your hot ideas.

 

£ÛA£ÝOnly when the financial well runs dry do they see the seriousness of the illness, and by then the patient is usually too far gone to save.

£ÛB£ÝBut many entrepreneurs forget that a firm’s health in its infancy may be little indication of how well it will age .
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