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Reebok executives do not like to hear their stylish athletic shoes called “footwear for yuppies (雅皮士,少壮高薪职业人士)”. They contend that Reebok shoes appeal to diverse market segments, especially now that the company offers basketball and children’s shoes for the under-18 set and walking shoes for older customers not interested in aerobics (健身操)or running. The executives also point out that through recent acquisitions they have added hiking boots, dress and casual shoes, and high-performance athletic footwear to their product lines, all of which should attract new and varied groups of customers.
Still, despite its emphasis on new markets, Reebok plans few changes in the upmarket (高档消费人群的)retailing network that helped push sales to $1 billion annually, ahead of all other sports shoe marketers. Reebok shoes, which are priced from $27 to $85, will continue to be sold only in better specialty, sporting goods, and department stores, in accordance with the company’s view that consumers judge the quality of the brand by the quality of its distribution.
In the past few years, the Massachusetts-based company has imposed limits on the number of its distributors (and the number of shoes supplied to stores), partly out of necessity. At times the unexpected demand for Reeboks exceeded supply, and the company could barely keep up with orders from the dealers it already had. These fulfillment problems seem to be under control now, but the company is still selective about its distributors. At present, Reebok shoes are available in about five thousand retail stores in the United States.
Reebok has already anticipated that walking shoes will be the next fitness-related craze, replacing aerobics shoes the same way its brightly colored, soft leather exercise footwear replaced conventional running shoes. Through product diversification and careful market research, Reebok hopes to avoid the distribution problems Nike came across several years ago, when Nike misjudged the strength of the aerobics shoe craze and was forced to unload huge inventories of running shoes through discount stores.
1
One reason why Reebok’s managerial personnel don’t like their shoes to be called "footwear for yuppies” is that ____.
A.
they believe that their shoes are popular with people of different age groups
B.
new production lines have been added to produce inexpensive shoes
C.
“yuppies” usually evokes a negative image
D.
the term makes people think of prohibitive prices
本题答案：
A
B
C
D
参考答案：
A
系统解析：
第1段提到“他们认为锐步鞋对各种各样的消费市场都有吸引力，尤其是现在，公司生产出了篮球鞋和适合18岁以下青少年穿的鞋子以及对健身操或跑步不感兴趣的老年人所穿的散步鞋”，故选A；B并不是直接原因，不是最佳选择；C和D均与文意相悖。
2
Reebok’s view that “consumers judge the quality of the brand by the quality of its distribution" (Line 5, Para. 2)implies that _____.
A.
the quality of a brand is measured by the service quality of the store selling it
B.
the quality of a product determines the quality of its distributors
C.
the popularity of a brand is determined by the stores that sell it
D.
consumers believe that first-rate products are only sold by high-quality stores
本题答案：
A
B
C
D
参考答案：
D
系统解析：
第2段提到“锐步鞋的售价从27到85美元不等，将继续只会在高档次的专卖店、体育用品商店和百货公司出售，因为这种做法符合公司的观点，即消费者根据分销商的档次来判断品牌的质量”，D与此观点相符。文中的quality并不指服务质量，可排除A；B倒置因果关系；C与文中观点相悖。
3
Reebok once had to limit the number of its distributors because _____.
A.
its supply of products fell short of demand
B.
too many distributors would cut into its profits
C.
the reduction of distributors could increase its share of the market
D.
it wanted to enhance consumer confidence in its products
本题答案：
A
B
C
D
参考答案：
A
系统解析：
第3段前两句提到“在过去几年中，马萨诸塞州分公司限制其分销商及其商店中鞋子的数量，部分原因是他们必须这样做。有时对锐步鞋的需求超过其供应，公司难以满足现有分销商的订单”，A正确；其余三项均与文意相悖。
4
Although the Reebok Company has solved the problem of fulfilling its orders, it _____.
A.
does not want to further expand its retailing network
B.
still limits the number of shoes supplied to stores
C.
is still particular about who sells its products
D.
still carefully chooses the manufacturers of its products
本题答案：
A
B
C
D
参考答案：
C
系统解析：
第3段倒数第2句提到“供不应求的问题似乎已得到控制，但公司仍然严格挑选分销商”，C与文中观点一致，为正确选项。
5
What lesson has Reebok learned from Nike’s distribution problems?
A.
A company should not sell its high quality shoes in discount stores.
B.
A company should not limit its distribution network.
C.
A company should do follow-up surveys of its products.
D.
A company should correctly evaluate the impact of a new craze on the market.
本题答案：
A
B
C
D
参考答案：
D
系统解析：
最后一段提到“通过产品多样化和详细的市场调查，锐步希望避免耐克几年前所遇到的分销问题。当时耐克公司错误地判断了健身操鞋的销售热，最后不得不通过折扣商店售出其数量庞大的存货”，由此可知D正确。
Car makers have long used sex to sell their products. Recently, however, both BMW and Renault have based their European marketing campaigns around the icon of modern biology.
BMW’s campaign, which launches its new 3-series sports saloon in Britain and Ireland, shows the new creation and four of its earlier versions zigzagging around a landscape made up of giant DNA sequences, with a brief explanation that DNA is the molecule responsible for the inheritance of such features as strength, power and intelligence. The Renault offering, which promotes its existing Laguna model, employs evolutionary theory even more explicitly. The company’s television commercials intersperse (点缀)clips of the car with scenes from a lecture by Steve Jones, a professor of genetics at University College London.
BMW's campaign is intended to convey the idea of development allied to heritage. The latest product, in other words, should be viewed as the new and improved scion (后代)of a long line of good care. Renault's message is more subtle. It is that evolution works by gradual improvements rather than sudden leaps and in this, Renault is aligning itself with (与……保持一致）biological orthodoxy. So, although the new car in the advertisement may look like the old one, the external form conceals a number of significant changes to the engine. While these alterations are almost invisible to the average driver， Renault hopes they will improve the car’s performance, and ultimately its survival in the marketplace.
Whether they actually do so will depend, in part, on whether marketers have read the public mood correctly. For, even if genetics really does offer a useful metaphor for automobiles, employing it in advertising is not without its dangers. That is because DNA’s public image is ambiguous. In one context, people may see it as the cornerstone of modem medical progress. In another, it will bring to mind such controversial issues as abortion, genetically modified food-stuffs, and the sinister subject of eugenics (优生学).
Car makers are probably standing on safer ground than biologists. But even they can make mistakes. Though it would not be obvious to the casual observer, some of the DNA which features in BMW’s ads for its nice, new car once belonged to a woolly mammoth—a beast that has been extinct for 10,000 years. Not, presumably, quite the message that the marketing department was trying to convey.
6
Both BMW and Renault use the icon of modern biology in marketing in order to introduce cars _____.
A.
that are produced with advanced technologies
B.
that are manufactured on DNA technology
C.
that are improved on the basis of the old ones
D.
that have nothing to do with the precious models
本题答案：
A
B
C
D
参考答案：
C
系统解析：
文章在第3段对汽车制造商的营销策略，即the icon of modern biology，进行解释。第3段前两句提到“德国宝马汽车公司的策略是通过与遗传结合传递发展的理念。即公司的最新产品可视为长长一串优秀产品经过改良的后代。”以及第3-4句中的“雷诺公司的策略更加微妙，产品的换代是一种渐进的改良，而不是突然跳跃性的改变”，由上可知，这两家的营销策略旨在说明新款汽车继承了原来产品的优秀品质，并有所改良，C正确。
7
What is the difference between BMW’s marketing campaign and Renault's?
A.
Renault's campaign employs evolutionary theory while BMW's doesn’t.
B.
Renault's campaign emphasizes technological evolution while BMW's emphasizes technological revolution.
C.
BMW's campaign displays improvement on their cars less explicitly than Renault's does.
D.
BMW's campaign is much more effective than Renault's.
本题答案：
A
B
C
D
参考答案：
C
系统解析：
由第 2 段第 2 句中的 The Renault... employs evolutionary theory even more explicitly 以及第 3 段第2句Renault’s message is more subtle可知C正确。A与原文表述不符；文章没有提到宝马对产品掀起技术上的变革,故B错；D文中没有提到。
8
ln the third paragraph, by “biological orthodoxy", the author means ______.
A.
Renault doesn't make any change in the new car model
B.
Renault makes gradual change in the new car model
C.
Renault makes great change in the new car model
D.
A.Renault makes sudden change in the new car model
本题答案：
A
B
C
参考答案：
B
系统解析：
biological orthodoxy （生物学的正统观念）出现于第3段第4句句末,in this指的是前面提到的by gradual improvements rather than sudden leaps可以直接选出B，即雷诺公司对新推出的汽车的改良是“渐变性的”。
9
It can be inferred from the fourth paragraph that the success of the campaign employing modern biology depends on _____.
A.
public understanding of DNA
B.
advances in genetic research
C.
the willingness of customers to buy
D.
the disappearance of genetically-modified products
本题答案：
A
B
C
D
参考答案：
A
系统解析：
第4段首句“他们能否真的做到这一点，部分取决于市场营销人员是否摸准了大众的心理”为该段主题句，下文接着讲到了人们对DNA这个意象的理解是不同的。结合这些可以看出，广告能否获得成功，取决于人们对于DNA的理解，故本题选A。
10
It can be inferred from the last paragraph that ______.
A.
BMW's marketers have a poor knowledge of biology
B.
the public cannot spot the mistake in BMW's ads
C.
BMW's marketers probably misuse the woolly mammoth’s DNA in the ads
D.
the public most probably will resist the new car due to the mistake in the ads
本题答案：
A
B
C
D
参考答案：
C
系统解析：
最后一段最后一句说“德国宝马公司在推出其漂亮新车的广告中使用了 DNA,这些DNA属于毛猛犸象——一种已经灭绝一万年的野兽。大概，这不是他们营销部门想要在广告中传达的信息吧”，可见，宝马公司的营销人员很可能是在广吿中误用了毛猛犸象的DNA这—意象，故选C。其他选项无原文依据。
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