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  • 试题题型【阅读理解 Section C】
试题内容
     We can see how the product life cycle works by looking at the introduction of instant coffee. When it was introduced, most people did not like it as well as "regular" coffee, and it took several years to gain general acceptance (introduction stage). At one point, though, instant coffee grew rapidly in popularity, and many brands were introduction (stage of rapid growth). After a while, people became attached to one brand and sales leveled off (stage of maturity). Sales went into a slight decline (衰退) when freeze-dried coffees were introduced ( stage of decline).
  The importance of the product life cycle to marketers is this: Different stages in the product life cycle call for different strategies. The goal is to extend product life so that sales and profits do not decline. One strategy is called market modification. It means that marketing managers look for new users and marked sections: Did you know, for example, that the backpacks that so many students carry today were originally designed for the military?
  Market modification also means searching for increased usage among present customers or going for a different market, such as senior citizens. A marketer may reposition the product to appeal to new market sections.
  Another product extension strategy is called product modification. It involves changing product quality, features, or style to attract new users or more usage from present users. American auto-manufacturers are using quality improvement as one way to recapture world market. Note, also, how auto-manufacturers once changed styles dramatically from year to year to keep demand from falling.
1.[单选题]Marketers need to know which of the four stages a product is in so as to _____.
  • A.promote its production
  • B.work out marketing policies
  • C.speed up its life cycle
  • D.increase its popularity
  • 解题思路:细节题。市场营销员需要知道产品现在处在哪一个发展阶段,第二段首句:产品的生命周期对营销员的重要性在于:产品不同阶段,要采用不同的营销策略,因此B项为本题答案。
2.[单选题]The author mentions the example of "backpacks" (Line 5, Para.2) to show the importance of _____.
  • A.pleasing the young as well as the old
  • B.increasing usage among students
  • C.exploring new market sections
  • D.serving both military and civil needs
  • 解题思路:细节推断题。上句说市场调整,是指销售经理寻找新的客户,开发新的市场。下文说原文为军人设计的某种用品现在转用到学生身上,这展示了寻找新的客户和开发新市场的重要性。C项正是开发新的市场这个意思,故C为答案。
3.[单选题]According to the passage, when people grow fond of one particular brand of a product, its sales will _____.
  • A.decrease gradually
  • B.remain at the same level
  • C.become unstable
  • D.improve enormously
  • 解题思路:细节题。此题实质上是词义题,依据第一段倒数第2句:people became attached to one brand and sales leveled off(stage of maturity). Sales went into as light decline...过了一段时间之后,人们开始被某一种牌子的产品所吸引,销售开始进入成熟期,leveled off平稳,稳定,即没有大的波动。这与B项一致。
4.[单选题]The first paragraph tells us that a new product is _____.
  • A.The first paragraph tells us that a new product is _____.
  • B.often inferior to old ones at first
  • C.often more expensive than old ones
  • D.usually introduced to satisfy different tastes
  • 解题思路:推断题。这是对第一段结论的推断,第一段叙述了一个新的产品所经历的四个阶段,构成了产品的寿命,由引进—发展—成熟—衰退,不同阶段要有不同的营销策略,说明一种新的产品要得到人的接受,认可,成熟,衰退,若干年的时间,其道路不是一帆风顺,A项概括了作者的这种意图,故A为答案。
5.[单选题]In order to recover their share of the world market, U.S. auto-makers’ are _____.
  • A.improving product quality
  • B.increasing product features
  • C.modernizing product style
  • D.repositioning their product in the market
  • 解题思路:细节推断题。依据:文章末尾说,美国汽车制造商正采用提高质量,作为重新夺回世界市场的一种方法。这与A项同义,故A为答案。
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  • 参考答案:B,C,B,A,A
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