GM's decision to pull its sponsorship of the Olympic games has given the Japanese automaker an open lane. Will it go for the gold?

Toyota’s Olympic moment arrives thanks to an abdication by GM. After 24 years of sponsoring the U.S. Olympic team GM is exiting the games after the flame is extinguished in Beijing next summer. GM says it now believes it can spend its money more wisely by targeting its marketing more narrowly, the Internet, or by spending some of those Olympic dollars developing new models. And after losing nearly $13 billion in the last two years, GM is in no position to sign on for another $1 billion, 10-year Olympic deal. “We do feel the high cost of entry to be an official Olympic sponsor is not the most efficient way to spend our marketing dollars,” says GM spokeswoman Ryndee Carney. Besides, affixing those magic rings to its ads didn’t exactly transform GM into a champion: Since 1997, GM’s share of the American auto market has fallen faster than a Chinese platform diver, from 31 percent to 23 percent today. Says De Lorenzo: “The Olympics just didn’t deliver for GM.”

For Toyota, though, the Olympics could be golden. And it certainly has the gold to afford it. It made a record $13.7 billion last year and expects to earn even more next year, as it leaves GM in its rearview mirror. “This is a slam dunk, a no-brainer,” says marketing Gene DeWitt, who worked with GM on Olympic sponsorships. “Toyota should make it their biggest promotion of the year and they would sell a lot of cars.”

By wrapping itself in the Olympic and American flags, Toyota could seal the deal with car buyers, who’ve already vaulted Toyota past Ford into second place in sales in the U.S. market. “For Toyota, the Olympics could be a better deal than for anyone else,” says Global Insight auto analyst John Wolkonowicz. “Toyota wants to convince people that they’re not buying a Japanese car, they’re buying an American car.”

The prospects for an anti-Toyota backlash seem more remote among the Olympic faithful. After all, Toyota would not be the first foreign company to sponsor America’s Olympic athletes. Panasonic (Japan), Samsung (Korea) and Omega (Switzerland) are already sponsors. “Any time you attach yourself to Team USA, there’s always an opportunity for a backlash,” says Toyota marketing spokesman Chad Harp. “There’s still a lot of people who don’t want a foreign manufacturer competing in what’s seen as an all-American racing series.”

But it probably won’t cause a stir if NBC remodels its set so Bob Costas can deliver Toyota Olympic Moments rather than Chevrolet Olympic Moments. And the U.S. equestrian team isn’t likely to bolt if Lexus rolls up big as its sponsor. The fact is, most Americans already consider Toyota part of the landscape. That’s why the Camry is America’s No. 1 family car, the Prius our favorite hybrid and Lexus the top-selling luxury line. For Toyota to embrace America’s Olympians would only seem like it is returning the favor. Perhaps the most persuasive indicator that Toyota is destined to become America’s automotive Olympic sponsor is how GM war-gamed its exit strategy. As the General’s marketers debated ending a quarter century of Olympic support, they paused to contemplate the most likely fallout: that Toyota would replace them. “That possibility was considered when this decision was made,” admits GM’s Carney. Given the fragile state of its finances and the nascent nature of its turnaround, GM gave up the games. And now the torch can be passed.

Task 3.Decide if the following statements are true or false. Correct the false ones with the right information and discuss your answers with a partner.

1. Toyota will sponsor American Olympic athletes as a result of an abdication by GM.
2. GM is going to pull its sponsorship of the Olympics after the flame is extinguished in Tokyo next summer.
3. GM is going to spend Olympic dollars on developing new models.
4. The Olympics were not profitable for GM.
5. By wrapping itself in the Olympic and American flags, Toyota could seal the deal with car buyers, who’ve already vaulted Toyota into first place in sales in the U.S. market.
6. Toyota will be the first foreign company to sponsor America’s Olympic athletes.
7. Most Americans consider Toyota part of the landscape, that’s why the Camry is America’s No. 1 family car.

Task 4.Look through the article again and decide what the following numbers refer to.Discuss your ideas with a partner.

24 $13 billion 1997 $13.7 billion $1 billion 23%

Task 5.Make up questions beginning with the following words. Ask your partner to answer them.

What Where Why How much When How many

Task 6.Simulate the meeting at Toyota’s headquarters where the decision to sponsor American Olympic athletes is discussed.

Task 7.Summarize the article.

Appendix 1

MAKING A PRESENTATION

Most presentations are divided into 3 main parts (+ questions):

As a general rule in communication, repetition is valuable. In presentations, there is a golden rule about repetition:

ü say what you are going to say,

ü say it,

ü then say what you have just said.

In other words, use the three parts of your presentation to reinforce your message. In the introduction, you tell your audience what your message is going to be. In the body, you tell your audience your real message. In the conclusion, you summarize what your message was.

We will now consider each of these parts in more detail.

Introduction

The introduction is a very important - perhaps the most important - part of your presentation. This is the first impression that your audience have of you. You should concentrate on getting your introduction right. You should use the introduction to:

1. welcome your audience

2. introduce your subject

3. outline the structure of your presentation

4. give instructions about questions

The following table shows examples of language for each of these functions. You may need to modify the language as appropriate.

Body

The body is the 'real' presentation. If the introduction was well prepared and delivered, you will now be 'in control'. You will be relaxed and confident.

The body should be well structured, divided up logically, with plenty of carefully spaced visuals.

Remember these key points while delivering the body of your presentation:

ü do not hurry

ü be enthusiastic

ü give time on visuals

ü maintain eye contact

ü modulate your voice

ü look friendly

ü keep to your structure

ü use your notes

ü signpost throughout

ü remain polite when dealing with difficult questions

Conclusion

Use the conclusion to:

1. Sum up

2. (Give recommendations if appropriate)

3. Thank your audience

4. Invite questions

The following table shows examples of language for each of these functions. You may need to modify the language as appropriate.

Questions

Questions are a good opportunity for you to interact with your audience. It may be helpful for you to try to predict what questions will be asked so that you can prepare your response in advance. You may wish to accept questions at any time during your presentation, or to keep a time for questions after your presentation. Normally, it's your decision, and you should make it clear during the introduction. Be polite with all questioners, even if they ask difficult questions. They are showing interest in what you have to say and they deserve attention. Sometimes you can reformulate a question. Or answer the question with another question. Or even ask for comment from the rest of the audience.

Appendix 2

WRITING A SUMMARY

A summary is intended to highlight objectively the main points of another writer's work. Although written in your own words, the summary does not include your opinion of the piece you are considering. Since the summary eliminates those details that are not needed to convey the major points, it is naturally shorter than the original. In general, a summary is from one fourth to one half the length of the original.

The problem we all face when attempting to summarize a piece of writing is figuring out what to include and what to leave out. Below are some tips on how to choose material to include in your summary.

ü Cross out the less important details.

ü Underline topic sentences and key ideas.

ü Take notes on those key ideas--jot down the information that clarifies the topic sentence, for example.

When you summarize, you might try following these steps:

ü Read the piece for understanding first. Never summarize as you read the article for the first time.

ü Before you begin to write, check the topic sentences and key words (words that are underlined, italicized, or capitalized). These will clue you in on main ideas.

ü Jot down the organization of the original and follow that pattern in your summary.

ü Check your summary to be sure you have been objective. Your opinions are not part of the original

ü Check your summary to be sure that you have properly documented any words or phrases that you have taken from the original.

ü Identify your summary and its source. Some instructors will ask that you do this as part of the title of the piece; others will request a footnote.

USEFUL PHRASES

RESOURCES

http://www.englishclub.com/

http://www.eastvalleytribune.com/

http://www.economist.com/

http://engineeringguide.us/

http://www.engineering.com/

http://www.howstuffworks.com/

http://www.newsweekeurope.com/

http://www.newtechnologytv.com/

http://iws.ohiolink.edu/

http://www.reuters.com/

http://www.telegraph.co.uk/