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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 Kamprad was 17, his father gave him some money as a reward for his good grades rally 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 er, 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 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 man had given him a great idea :flat packaging . Flat packaging would mean lower shipping costs for IKEA and lower prices for customers 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 image has done wonders for the company ,leading to better sales and continued expansion.
6 Today there are over 200 stores in 32 countries ingly ,Ingvar Kamprad has managed to keep IKEA a privately-help company 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這個店名的來源以及它剛開始的時候是一傢什麼樣的小雜貨店。
D第三段講了 IKEA通過郵購方式銷售自己設計、自己製造的傢俱，業績喜人，從而擴大生 產線，專事傢俱產銷。
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從別人拆卸傢俱中得到啟發，於是試行銷售平板包裝的傢俱，既利己又利人，並 使獨立自行成為IKEA的一個特色。
G時間狀語從句告訴我們這裡要講的是Ingvar小時候的事情，文章的第一段就說了他從小 就會做買賣。
A這句話的後半句說IKEA幾年以後才變成一家專營傢俱的`公司，前半句很可能講它的前 身是什麼。
E這句的主句講了顧客們喜歡IKEA的展示廳，從句用because引導，很清楚要求給出原
因。
B這句先給了原因，即平板包裝對雙方來說都省錢，那麼結果便是雙方都歡迎。
譯文：
發跡史
宜家(IKEA)是世界上最大的傢俱零售商。它的幕後經營者是Ingvar Kampmd,可謂世界上 最成功的企業家之一。Kampmd 1926年生於瑞典，天生就有做商人的資質。還是個孩子時，他就 喜好賣東西，並在社群中通過售賣火柴、種子和鉛筆賺了些小錢。Kampmd 17歲時，他父親給了 他一些錢作為考試成績優秀的獎勵。當然了，他用這筆錢做了生意，成立了宜家。
宜家這個名字取自Kampmd全名的首字母(I.K.)和他成長地名稱的縮寫(“E” “A”)。如 今宜家以其現代、風格簡約的傢俱而聞名，然而發家時它卻不是一個傢俱公司。那時，它出售的 商品五花八門。Kampmd銷售任何可以打折低價出售並盈利的物件，包括手錶、鋼筆和長襪。 宜家最初在1947年通過郵寄產品目錄來出售傢俱。這些傢俱都是由Kampmd家附近的生產商
設計和製造的。起初的銷售額非常喜人，所以Kamprad擴大了生產線。因為傢俱銷售成為宜家非 常重要的一個生意份額，宜家於1951年成為了專營傢俱公司。
1953年，宜家在瑞典的Almhult開立了第一家展示廳。今天宜家因其店面的大空間和傢俱的 引人擺設而聞名，但在20世紀50年代初的時候，人們只是通過產品目錄訂購。所以宜家的首間 展廳備受矚目，因為人們十分樂意能夠在購買之前親眼看到並試用這些傢俱。這樣的銷售模式促 進了銷售額的增長，使得公司繼續茁壯成長。截至1955.年，宜家已開始獨立地設計其所有的家 具。
1956年,Kamprad看到有一個人通過拆解桌子來方便裝運，從而受到啟發。這個人讓他靈光 一閃，想出了平板包裝的點子。平板包裝對宜家意味著更低的貨運費以及對客戶而言更低的售價。 宜家如此示範，銷售額因此一路飆升。雖然顧客自己拼裝傢俱有些麻煩，但是時間一長，這樣的 親手操作倒成了宜家的強項。現今，宜家被視為有獨立自行的風格。這樣的形象為公司在銷售額 和經營規模上帶來了奇蹟般的效果。
今天宜家在32個國家開有超過200家分店。令人驚歎的是，Ingvar Kamprad設法將宜家保持 為一傢俬有企業。2004年，他被冠名為世界上最富有的人。他如今住在瑞士，已脫離了宜家的日 常經營。而宜家將繼續成長。
