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Just five one-hundredths of an inch thick,light golden in color and with a perfect“saddle curl,”the Lay's potato chip seems an unlikely weapon for global domination.But its maker,Frito-Lay,thinks otherwise.“Potato chips are a snack food for the world,”said Salman Amin,the company's head of global marketing.Amin believes there is no corner of the world that can resist the charms of a Frito-Lay potato chip.
Frito-Lay is the biggest snack maker in America owned by PepsiCo and accounts for over half of the parent company's $3 billion annual profits.But the U.S. snack food market is largely saturated,and to grow the company has to look overseas.
Its strategy rests on two beliefs:first a global product offers economies of scale with which local brands cannot compete.And second,consumers in the 21st century are drawn to “global”as a concept.“Global”does not mean productsthat are consciously identified as American,but ones that consumes--especially young people are linked across cultures by shared beliefs and tastes.Potato chips are an American invention,but most Chinese,for instance,do not know that Frito-Lay is an American company.Instead,Riskey,the company's research and development head,would hope they associate the brand with the new world of global communications and business.
With brand perception a crucial factor,Riskey ordered a redesign of the Frito-Lay logo(标识).The logo,along with the company's long-held marketing image of the “irresistibility”of its chips would help facilitate the company's global expansion.
The executives acknowledge that they try to swing nationa eating habits to a food created in America,but they deny that amounts to economic imperialism. Rater,they see Frito-Lay as spreading the benefits of free enterprise across the world.“We're making products in those countries,we're adapting them to the tastes of those countries,building businesses and employing people and changing lives,”said Steve Reinemund,PepsiCo's chief executive.
1.It is the belief of Foito-Lay's head of global marking that_____.
[A]Potato chips can hardly be used as a weapon to dominate the world market
[B]Their company must find new ways to promote domestic sales
[C]The light golden color enhances the charm of their company's potato chips
[D]People the world over enjoy eating their company's pototo chips
2.What do we learn about Frito-Lay from Paragraph 2?
[A]Its products use to be popular among overseas consumers.
[B]Its expansion has caused fierce competition in the snack market.
[C]It gives half of its annual profits to its parent company.
[D]It needs to turn to the world market for development.
3.One of the assumptions on which Frito-Lay bases its development strategy is that_____.
[A]consumers worldwise today are attracted by global brands
[B]local brands annot compete successfully with American brands
[C]products suiting Chinese consumers' needs bring more profits
[D]products identified as American will have promising market value
4.Why did Riskey have the Frito-Lay logo redesigned?
[A]To suit changing tastes of young consumers.
[B]To promote the company's strategy of globalization.
[C]To change the company's long-held marketing image.
[D]To compete with other American chip producers.
5.Frito-Lay's executives claim that the promoting of American foo in the
international market______.
[A]won't affect the eating habits of the local people
[B]will lead to economic imperialism
[C]will be in the interest of the local people
[D]won't spoil the taste of their chips
答案：
DDABC
#P#
【详解】
这是一篇介绍性的生产营销报道。文章介绍了美国Frito-Lay公司生产的薯片，着重报道了该公司的生产和营销战略。Frito-Lay公司注重发展创新，开发海外市场，以满足世界各地消费者的不同口味。
1.本题为细节题，答案是【D】世界各地的人喜欢吃他们公司的薯片。
参见文章第1段末：Amin believes there is no corner of the world that can resist the charms of a Frito-Lay potato chip.这句话的大意是：Amin相信世界的任何角落的人都不能抵抗Frito-Lay薯片的魅力。由此可判断【D】为正确答案。
其他选项：【A】薯片很少能被用作控制世界市场的武器;【B】他们的公司必须发现新的方法促进国内的销售;【C】浅淡的金色会增强他们公司的土豆芯片的魅力。
2.本题为细节题，答案是【D】：它需要依靠世界市场来发展。
参见文章第2段末：But the U.S. snack food market is largely saturated,and to grow the company has to look overseas.这句话的大意是：美国的小食品市场很大程度上已经饱和，公司要发展就不得不寻求海外市场，这与选项【D】的意思正好一致。
其他选项：【A】其产品过去常常在海外的消费者中流行;【B】其扩展已造成在小食品市场的激烈竞争;【C】它将全年利润的一半给了母公司。
3.本题为细节题，答案是【A】：全球的消费者今天收到世界品牌的吸引。
参见文章第3段：Its strategy rests on two beliefs:first a global product offers economies of scale with which local brands cannot compete.And second,consumers in the 21st century are drawn to “global”as a concept.这句话的大意是：其策略基于两个信念，首先是全球性的产品的经济规模大，地方品牌无法与之竞争;第二，21世纪的消费者被“全世界”这一概念所吸引。因此正确答案为【A】.
其他选项：【B】地方品牌不能与美国品牌竞争;【C】满足中国消费者需要的产品带来更多利润;【D】标为美国制造的产品将很有市场前景。这些均不合题意。
4.本题为细节题，答案是【B】：促进公司全球化的策略。
参见文章第4段：The logo,along with the company's long-held marketing image of the “irresistibility”of its chips would help facilitate the company's global expansion.这句话的大意是：这一标识与公司长期的“极有诱惑力”的销售形象将有助于公司的全球的扩展。因此正确答案为【B】。
其他选项：【A】适应年轻消费者不断变换的口味;【C】改变公司长期的销售形象;【D】与美国其他薯片生产厂家竞争。
5.本题为推论题，答案是【C】：将对当地人民有利。
参见文章第5段末：“We're making products in those countries,we're adapting them to the tastes of those countries,building businesses and employing people and changing lives,”said Steve Reinemund,PepsiCo's chief executive.
这句话的大意是：我们在这些国家生产产品，我们是产品适应哪些国家的口味，(在当地)兴办商业、雇佣员工、改变人民的生活。由此可推论，这些做法对当地人民有利，故答案选【C】。
其他选项：【A】将不会影响本地人的饮食习惯;【B】将导致经济帝国主义;【D】将不会破坏他们薯片的味道。这些均不符合题意。 |
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发表于 2016-7-11 18:38:34