17.No one disagrees with the economic necessity of geographically extending a product.Not only does it increase turnover(營(yíng)業(yè)額)but also it makes economies of scale possible,thus giving companies a competitive advantage in local markets.But how far do we push the global idea?Should we globalize all aspects of a brand:its name,its creative concept and the product itself?
Global branding suggests the wish to extend all three aspects throughout the world.Rarely,though,is it realistic and profitable to extend all of them.The Mars brand,for instance,is not absolutely global.The Mars chocolate bar is sold as an all-round nutritious snack in the UK and as an energizer in other European regions(different concepts and positioning for the same physical product).Nestle adapts the taste of its worldwide brands to local Market.The Nescafe(配方)vary worldwide.
Nowhere is globalization more desirable than in sectors that centre on mobility,such as car rental and airline industries.When a brand in these sectors is seen as being international,its authority and expertise are automatically accepted.Companies such as Hertz,Avis and Europcar globalized their advertising campaigns by portraying typical images such as a busy executive(主管).An Italian businessman will identify more with a hurried businessman who is not Italian than with an Italian who is not a businessman.
The main aim of such global marketing campaigns is not to increase sales but to maximize profitability.For example,instead of bringing out different TV advertisements for each country,a firm can use a single film for one region.The McCann-Erikson agency is proud of the fact that it has saved Coca-Cola﹩90 million over the past 20 years by producing commercials with global appeal.
Social and cultural developments provide a favorable platform for globalization.In an effort to stand out from others,young people seek new models on which to build their identity.They are then open to influence from abroad.When drinking Coca-Cola,we all drink the American myth-fresh,young,dynamic,powerful,all-American images.Nike tells young people everywhere to surpass themselves,to transcend the confines of their race and culture.
Globalization is also made easier when a brand is built around a cultural stereotype(固有印象).AEG,BOSCH,Siemens,Mercedes and BMW rest secure on the"Made in Germany"model,which opens up the global market since the stereotype goes beyond national boundaries.
People everywhere associate the stereotype with outstanding performance.Barilla is another example:it is built on the classic Italian image of tomato sauce,pasta,a carefree way of life,songs and sun.IKEA furniture epitomizes(成為的典范)Sweden.Lancome expresses the elegance of the French woman.
Certain organization factors ease the shift to a global brand.American firms,for instance,are naturally geared towards globalization because marketing in their huge domestic market already treats America as a single entity despite its social and cultural differences.
Another organizational factor concerns the way US companies first expanded in Europe.Many set up European headquarters,usually based in Brussels or London.From early on Europe was considered a single and homogeneous(同性質(zhì)的)area.
Finally,a single center of production is also a great advantage.Procter & Gamble centralizes European production of detergents(洗滌劑)in its Amiens factory.This maximizes product standardization and enables innovations to spread to all countries at once,thus giving the company a competitive advantage over local rivals and ensuring the continued growth and success of the brand.
65.By mentioning the cases of Mars and Nestle,the author suggests thatB
A.extending products worldwide is of great importance to every company
B.a(chǎn) global brand may not be really global in every aspect
C.a(chǎn)n effective marketing strategy is more important than a global brand
D.the Mars and Nestle brands compete fiercely against each other in the global market
66.Which of the following statements is NOT true according to the passage?D
A.Car rental and airline industries need globalization the most
B.The aim of advertising campaigns conducted for a specific region is mainly to maximize profitability
C.The young are influenced greatly by globalization
D.Germany may be better adapted to globalization
67.According to the passage,which of the following may promote global branding?C
A.A company's investment in advertising campaigns.
B.The innovative concepts of the products
C.Social and cultural developments as well as cultural stereotypes
D.The cooperation among companies all over the world
68.The underlined phrase"geared towards"in Paragraph 8 is closest in meaning to"A".
A.suitable for B.good at C.designed for D.a(chǎn)dopted as
69.What's the author's attitude towards global branding?A
A.Favorable B.Worried C.Cautious D.Doubtful
70.What does the passage mainly discuss?B
A.The world-famous companies and their global marketing campaigns
B.Global branding and is contributive factors
C.Great changes in the global market
D.Globalization and its possible influence on the global market.
分析 本文屬于說(shuō)明文閱讀,作者通過(guò)這篇文章主要向我們描述了全球品牌和影響因素,它與社會(huì)文化,政府營(yíng)銷都有關(guān)系.
解答 65.B.細(xì)節(jié)理解題.根據(jù)第二段The Mars brand,for instance,is not absolutely global.The Mars chocolate bar is sold as an all-round nutritious snack in the UK and as an energizer in other European regions可知全球品牌不可能在各個(gè)方面真的全球;故選B.
66.D.細(xì)節(jié)理解題.根據(jù)文章Globalization is also made easier when a brand is built around a cultural stereotype可知擁有民族文化的品牌更容易全球化,而不是德國(guó)可能更好地適應(yīng)全球化;故選D.
67.C.細(xì)節(jié)理解題.根據(jù)文章Globalization is also made easier when a brand is built around a cultural stereotype可知社會(huì)與文化發(fā)展與文化定型可以促進(jìn)全球品牌推廣;故選C.
68.A.詞義猜測(cè)題.根據(jù)文章American firms,for instance,are naturally geared towards globalization because marketing in their huge domestic market already treats America as a single entity despite its social and cultural differences可知美國(guó)企業(yè)天生就傾向于全球化,因?yàn)樵谄潺嫶蟮膰?guó)內(nèi)市場(chǎng)上,盡管美國(guó)的社會(huì)和文化差異,但它的營(yíng)銷已經(jīng)將其視為一個(gè)單一的實(shí)體;意為適合;故選A.
69.A.推理判斷題.根據(jù)文章Finally,a single center of production is also a great advantage可知作者對(duì)于品牌全球化是支持的;故選A.
70.B.推理判斷題.根據(jù)第一段Not only does it increase turnover(營(yíng)業(yè)額)but also it makes economies of scale possible,thus giving companies a competitive advantage in local markets可知這篇文章主要討論全球品牌和影響因素;故選B.
點(diǎn)評(píng) 考察學(xué)生的細(xì)節(jié)理解和推理判斷能力,做細(xì)節(jié)理解題時(shí)一定要找到文章中的原句,和題干進(jìn)行比較,再做出正確的選擇.在做推理判斷題不要以個(gè)人的主觀想象代替文章的事實(shí),要根據(jù)文章事實(shí)進(jìn)行合乎邏輯的推理判斷.