题目内容
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The company's soft drinks sell well all year round.
A．Right
B．Wrong
C．Doesn't Say
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The main purpose of this article is ______.
A．to introduce the soft drink Coca-Cola to readers.
B．to trace the history of the company's first hundred years.
C．to sum up the causes of Coca-Cola's Success
D．both B and C.
The main purpose of this article is______.
A．to introduce the soft drink Coca-Cola to readers.
B．to trace the history of the company's first hundred years.
C．to sum up the causes of Coca-Cola's success
D．Both B and C.
听力原文： Coca-Cola Company, the world famous beverage company, produces and distributes many kinds of soft drinks and non-soda drinks. The company's soft drinks include its flagship product Coca-Cola (popularly known as Coke), Diet Coke, Sprite, Fanta, and Barq's root beer. And its non-soda beverages include Minute Maid fruit juices, PowerAde sports drinks, and Nestea iced tea drinks.
Coca-Cola Company can trace its origin to 1886 when John Pemberton, an Atlanta pharmacist created a drink from carbonated water, cane sugar syrup, caffeine, and extracts of kola nuts and coca leaves. The drink was medicinal and refreshing. Pemberton's bookkeeper, Frank M. Robinson, suggested the name Coca-Cola. Together, they coined the drink's first slogan, "Delicious and Refreshing." The Coca-Cola Company was established in 1892. In 1893, Coca-Cola was registered as a patented trademark. In 1894 the first bottled Coke was produced. And by 1895, the drink was sold throughout the United States.
The year 1977 marked a new era for Coca-Cola Company, it began packaging Coke and other drinks in two-liter plastic bottles. The popularity of these large bottles grew over time, and their sales earned the company new profits.
Coca-Cola Enterprises Inc. was established in the year 1986, and in the next year, it was listed in the prestigious Dow Jones Industrial Averages index of stock market performance. Its stock is traded on the New York Stock Exchange.
Worldwide, Coca-Cola ranked first in soft drink sales, and the company earned almost 80 percent of its profits from international sales.
(26)
A．In 1886.
B．In 1892.
C．In 1893.
D．In 1895.
In 1985, the Coca-cola company made the decision to change the formula of its leading soft drink. (1985年，可口可乐公司决定改变他们主要的软饮料的配方)The change was based on the findings of many market studies. These studies had shown that the general response to the new product was good. However, the change of the traditional Coca-cola by New Coke was rejected by the majority of drinkers. In fact, the company had to step back and restart production of the old formula of Coca-cola.
The most important reason why New Coke was rejected was the emotional relationship that existed between drinkers and the old soft drink formula. Drinking Coca-cola had become a tradition for many people over its 99 years of existence. The change made by the company was not only in Coke’s formula but also in the traditional values and memories that it represented to the drinkers. “We had taken away more than the product Coca-cola. We had taken away a little part of them and their past.” The drinkers rejected this “improvement”, because “they believed that Coke stood for traditional value...so they felt betrayed when the product changed completely overnight”.
Although a lot of research was done by Coca-cola company, it didn’t show the depth of drinkers’emotion for the product. The studies took many forms, but none of the tests was able to measure the degree of personal and emotional reactions caused by the disappearance of the old, traditional Coca-cola. The weakness of the research was that it was mainly quantitative in form. The result was only numbers that could not show the deep meaning the product had for many people. A more extensive study focusing on the qualitative aspects of the change would perhaps have been able to demonstrate the close relationship existing between drinkers and product.
1.Coca-cola company changed the formula in 1985 because __________.
A.it led the soft drink industry in the market
B.its market studies supported the change in the formula
C.it carried out market research for expansion
D.it simply felt the need to make the change
2.According to the passage, the drinkers rejected New Coke because of __________.
A.the late response to the market by Coca-cola company
B.the reproduction of Coca-cola’s old drink formula
C.a strong dislike by Coca-cola’s regular drinkers
D.the emotional relationship between the drinkers and the old soft drink
3.The product Coca-cola was believed to stand for __________.
A.traditional values and good memories
B.traditional customs and happy days
C.past honors and efficient management
D.top quality and wonderful taste
4.Which of the following statements is true？
A.Research by Coca-cola considered emotional factors.
B.Coca-cola did little research before they made the change.
C.Research by Coca-cola was quantitative rather than qualitative.
D.Research by Coca-cola was both quantitative and qualitative.
5.The author of the article clearly indicates that __________.
A.the weakness of the research could have been removed
B.Coca-cola should have measured the quantitative factors more carefully
C.Coca-cola should have done a more extensive qualitative study
D.A slower change of the product might have improved the sales of the company
Group as a non-executive director, but is uncertain as to the level and nature of her contribution to the strategic
thinking of the Group.
The Marlow Fashion Group had been set up by a husband and wife team in the 1970s in an economically depressed
part of the UK. They produced a comprehensive range of women’s clothing built round the theme of traditional English
style. and elegance. The Group had the necessary skills to design, manufacture and retail its product range. The
Marlow brand was quickly established and the company built up a loyal network of suppliers, workers in the company
factory and franchised retailers spread around the world. Marlow Fashion Group’s products were able to command
premium prices in the world of fashion. Rodney and Betty Marlow ensured that their commitment to traditional values
created a strong family atmosphere in its network of partners and were reluctant to change this.
Unfortunately, changes in the market for women’s wear presented a major threat to Marlow Fashion. Firstly, women
had become a much more active part of the workforce and demanded smarter, more functional outfits to wear at work.
Marlow Fashion’s emphasis on soft, feminine styles became increasingly dated. Secondly, the tight control exercised
by Betty and Rodney Marlow and their commitment to control of design, manufacturing and retailing left them
vulnerable to competitors who focused on just one of these core activities. Thirdly, there was a reluctance by the
Marlows and their management team to acknowledge that a significant fall in sales and profits were as a result of a
fundamental shift in demand for women’s clothing. Finally, the share price of the company fell dramatically. Betty and
Rodney Marlow retained a significant minority ownership stake, but the company had had a new Chief Executive
Officer every year since 2000.
Required:
(a) Write a short report to Susan Grant identifying and explaining the strategic strengths and weaknesses in the
Marlow Fashion Group. (12 marks)
？ Read the article below about advertising Strategy.
？ Are sentences 16-22 on the opposite page 'Right' or 'Wrong'？ If there is not enough information to answer 'Right' or 'Wrong', choose 'Doesn't Say'.
？ For each sentence 16-22, mark one letter (A, B or C) on your Answer Sheet.
Competitive Advertising Strategy
In terms of its advertising strategy, Coca-Cola France decided in 2002 to have a three-year partnership with the football player Thierry Henry, in order to benefit from his considerable popularity, especially amongst teenagers. Using celebrities shows a new approach for the company, adopting a communication strategy similar to that of its rival, Pepsi Co. During the football world cup, special promotions were organized in some supermarkets.
The company's good results in the soft drinks market are partly due to its strategy to limit the impact of seasonality by doing all year round promotions. Coca-Cola's attempts to diversify its range of products were illustrated by the successful introduction of the Aquarius brand within the emerging functional drinks sector.
The company's recent strategy to develop new products specifically targeted at national markets was successfully illustrated in France by the good performance of Fanta Latina and Fanta Madness in 2001, two beverages designed to appeal to French teenagers' tastes. The growth of the low-calorie variant Coca-Cola Light was boosted by major advertising campaigns to position it as a distinct brand, rather than as just a variant within the Coca-Cola range. Thus it was extended by the introduction of a lemon-flavoured variant in 2002.
The three-year cooperation with the football player Thierry Henry has helped Coca-Cola France sell its products well.
A．Right
B．Wrong
C．Doesn't Say
A start-up company called School-Soft, based in Cupertino, Calif., unveiled an upgrade to its software that lets parents monitor their child's performance in school over the Internet.
The company has developed software that runs on Corp.'s popular Palm-Pilot handheld computers. School-Soft resells the Palm-Pilot to schools, pre-loaded with School Soft software, plus programs to run on a school's network server. School teachers can then enter into the Palm-Pilot student attendance data, grades, homework assignments, activities and the like, which is sent to the school's central server. Later, parents with either Internet access or just a telephone can access the school's server for updates from the teacher. Before the software upgrade, parents could only access the system via the telephone.
Jim Weldon, School-Soft founder and chief executive, said the company at present has an installed base of about 330 schools around the United States, and that the software was used for children in kindergarten all the way up to secondary school. "In high school, parents really want to track activities, grades, etc.—how do they get on track to go to college？" said Weldon. "Children also have access as well to their academic records...Sometimes you don't know where you are."
When asked if many children have objected to their parents using the software, Weldon said that most are aware of the advantages the software can provide, such as letting them know about grades and performance issues in school—long before report cards arrive.
The old copy of the software______.
A．is internet based
B．is telephone based
C．is well accepted
D．is well programmed
What is suggested about Soft Tech？
A．It manufactures smart phones.
B．Its head office is located in Taiwan.
C．There was a work stoppage caused by its employees.
D．It sold U-Mart to another company to make profit.
Look at the article about Coca Cola and the questions below.
For each question mark one letter A, B, C, D on your Answer Sheet, for the answer you choose.
A Brief History of Coke
Nowadays, Coca-Cola's trademark is well known around the world and its products average a staggering 400 million servings per day in more than 155 countries. According to legend, it began in a three-legged kettle in the back yard of Atlanta pharmacist Dr. John Styth Permberton who carried a jug of his concoction down the street to Jacob's Pharmacyy where it was sold at the soda fountain for 5 cents a glass. Frank Robinson, Pemberton's partner and bookkeeper thought two " C" s would look good in advertising and wrote " Coca-Cola" in the flowering script. so famous today.
It is significant that Permberton spent almost twice as much money on advertising during the first years of operation as he made in profits, for the growth of Coke's popularity is as much due to the advertising and marketing strategy as it is to the quality of its product. By continually monitoring changes in consumer attitudes and behaviour, the Coca-Cola Co. has become a widely recognized leader in advertising.
Pemberton could not foresee the greatest future awaiting his soft drink and sold out. Asa Griggs Candler bought the business and organized the Coca-Cola Co. into a Georgia corporation. In 1893, he registered Coca-Cola as a trademark.
Under Candler's leadership, the company began to grow quickly. In order to instigate a demand for the product, he spent heavily on advertising. Signs were put up from coast and appeared on calendars, serving trays and other merchandising items, urging people to drink Coke. Candler's campaign paid off.
Candler was a creative talent at advertising, but showed little imagination in understanding Coke's marketing potential. In 1899, he sold the right to bottle Coke throughout most of the United State for $ 1, which he never bothered to collect. Candler saw Coke primarily as a soda-fountain drink. But two far-sighted businessmen from Chattanooga, Tennessee, Benjamin Franklin Thomas and Joseph Brown Whitehead, understood the potential, and, for the unpaid dollar, bought a franchise that became worth millions. Their agreement with Candler began the franchising bottling system that still remains the foundation of the Coca-Cola Co.'s soft drink operations. Thomas and Whitehead sold the rights to bottle Coke to franchisers in every part of the country in return for the bottler's agreement to invest in the necessary resources and effort to make the franchise a success. During the following decade, 179 bottling plants went into operation.
In the early 20th century, Coke blazed the advertising trail, developing innovative concepts that became accepted practices in the filed. One of the most effective was the distribution and redemption of complimentary tickets, entitling the holder to a glass of free Coke at the soda fountain of a dispenser.
The trademark Coca-Cola was originally coined by______.
A．Pemberton
B．a bookkeeper working for Pemberton
C．Frank Robinson
D．Asa Griggs Candler
