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(標(biāo)識(shí)).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
【詳解】
這是一篇介紹性的生產(chǎn)營(yíng)銷報(bào)道。文章介紹了美國(guó)Frito-Lay公司生產(chǎn)的薯片，著重報(bào)道了該公司的生產(chǎn)和營(yíng)銷戰(zhàn)略。Frito-Lay公司注重發(fā)展創(chuàng)新，開(kāi)發(fā)海外市場(chǎng)，以滿足世界各地消費(fèi)者的不同口味。
1.本題為細(xì)節(jié)題，答案是【D【:世界各地的人喜歡吃他們公司的薯片。
參見(jiàn)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.這句話的大意是：Amin相信世界的任何角落的人都不能抵抗Frito-Lay薯片的魅力。由此可判斷【D】為正確答案。
其他選項(xiàng)：【A】薯片很少能被用作控制世界市場(chǎng)的武器；【B】他們的公司必須發(fā)現(xiàn)新的方法促進(jìn)國(guó)內(nèi)的銷售；【C】淺淡的金色會(huì)增強(qiáng)他們公司的土豆芯片的魅力。
2.本題為細(xì)節(jié)題，答案是【D】：它需要依靠世界市場(chǎng)來(lái)發(fā)展。
參見(jiàn)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.這句話的大意是：美國(guó)的小食品市場(chǎng)很大程度上已經(jīng)飽和，公司要發(fā)展就不得不尋求海外市場(chǎng)，這與選項(xiàng)【D】的意思正好一致。
其他選項(xiàng)：【A】其產(chǎn)品過(guò)去常常在海外的消費(fèi)者中流行；【B】其擴(kuò)展已造成在小食品市場(chǎng)的激烈競(jìng)爭(zhēng)；【C】它將全年利潤(rùn)的一半給了母公司。
3.本題為細(xì)節(jié)題，答案是【A】：全球的消費(fèi)者今天收到世界品牌的吸引。
參見(jiàn)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.這句話的大意是：其策略基于兩個(gè)信念，首先是全球性的產(chǎn)品的經(jīng)濟(jì)規(guī)模大，地方品牌無(wú)法與之競(jìng)爭(zhēng)；第二，21世紀(jì)的消費(fèi)者被“全世界”這一概念所吸引。因此正確答案為【A】.
其他選項(xiàng)：【B】地方品牌不能與美國(guó)品牌競(jìng)爭(zhēng)；【C】滿足中國(guó)消費(fèi)者需要的產(chǎn)品帶來(lái)更多利潤(rùn)；【D】標(biāo)為美國(guó)制造的產(chǎn)品將很有市場(chǎng)前景。這些均不合題意。
4.本題為細(xì)節(jié)題，答案是【B】：促進(jìn)公司全球化的策略。
參見(jiàn)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.這句話的大意是：這一標(biāo)識(shí)與公司長(zhǎng)期的“極有誘惑力”的銷售形象將有助于公司的全球的擴(kuò)展。因此正確答案為【B】。
其他選項(xiàng)：【A】適應(yīng)年輕消費(fèi)者不斷變換的口味；【C】改變公司長(zhǎng)期的銷售形象；【D】與美國(guó)其他薯片生產(chǎn)廠家競(jìng)爭(zhēng)。
5.本題為推論題，答案是【C】：將對(duì)當(dāng)?shù)厝嗣裼欣?BR> 參見(jiàn)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.
這句話的大意是：我們?cè)谶@些國(guó)家生產(chǎn)產(chǎn)品，我們是產(chǎn)品適應(yīng)哪些國(guó)家的口味，(在當(dāng)?shù)?興辦商業(yè)、雇傭員工、改變?nèi)嗣竦纳睢Ｓ纱丝赏普?，這些做法對(duì)當(dāng)?shù)厝嗣裼欣?，故答案選【C】。
其他選項(xiàng)：【A】將不會(huì)影響本地人的飲食習(xí)慣；【B】將導(dǎo)致經(jīng)濟(jì)帝國(guó)主義；【D】將不會(huì)破壞他們薯片的味道。這些均不符合題意。
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(標(biāo)識(shí)).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
【詳解】
這是一篇介紹性的生產(chǎn)營(yíng)銷報(bào)道。文章介紹了美國(guó)Frito-Lay公司生產(chǎn)的薯片，著重報(bào)道了該公司的生產(chǎn)和營(yíng)銷戰(zhàn)略。Frito-Lay公司注重發(fā)展創(chuàng)新，開(kāi)發(fā)海外市場(chǎng)，以滿足世界各地消費(fèi)者的不同口味。
1.本題為細(xì)節(jié)題，答案是【D【:世界各地的人喜歡吃他們公司的薯片。
參見(jiàn)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.這句話的大意是：Amin相信世界的任何角落的人都不能抵抗Frito-Lay薯片的魅力。由此可判斷【D】為正確答案。
其他選項(xiàng)：【A】薯片很少能被用作控制世界市場(chǎng)的武器；【B】他們的公司必須發(fā)現(xiàn)新的方法促進(jìn)國(guó)內(nèi)的銷售；【C】淺淡的金色會(huì)增強(qiáng)他們公司的土豆芯片的魅力。
2.本題為細(xì)節(jié)題，答案是【D】：它需要依靠世界市場(chǎng)來(lái)發(fā)展。
參見(jiàn)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.這句話的大意是：美國(guó)的小食品市場(chǎng)很大程度上已經(jīng)飽和，公司要發(fā)展就不得不尋求海外市場(chǎng)，這與選項(xiàng)【D】的意思正好一致。
其他選項(xiàng)：【A】其產(chǎn)品過(guò)去常常在海外的消費(fèi)者中流行；【B】其擴(kuò)展已造成在小食品市場(chǎng)的激烈競(jìng)爭(zhēng)；【C】它將全年利潤(rùn)的一半給了母公司。
3.本題為細(xì)節(jié)題，答案是【A】：全球的消費(fèi)者今天收到世界品牌的吸引。
參見(jiàn)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.這句話的大意是：其策略基于兩個(gè)信念，首先是全球性的產(chǎn)品的經(jīng)濟(jì)規(guī)模大，地方品牌無(wú)法與之競(jìng)爭(zhēng)；第二，21世紀(jì)的消費(fèi)者被“全世界”這一概念所吸引。因此正確答案為【A】.
其他選項(xiàng)：【B】地方品牌不能與美國(guó)品牌競(jìng)爭(zhēng)；【C】滿足中國(guó)消費(fèi)者需要的產(chǎn)品帶來(lái)更多利潤(rùn)；【D】標(biāo)為美國(guó)制造的產(chǎn)品將很有市場(chǎng)前景。這些均不合題意。
4.本題為細(xì)節(jié)題，答案是【B】：促進(jìn)公司全球化的策略。
參見(jiàn)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.這句話的大意是：這一標(biāo)識(shí)與公司長(zhǎng)期的“極有誘惑力”的銷售形象將有助于公司的全球的擴(kuò)展。因此正確答案為【B】。
其他選項(xiàng)：【A】適應(yīng)年輕消費(fèi)者不斷變換的口味；【C】改變公司長(zhǎng)期的銷售形象；【D】與美國(guó)其他薯片生產(chǎn)廠家競(jìng)爭(zhēng)。
5.本題為推論題，答案是【C】：將對(duì)當(dāng)?shù)厝嗣裼欣?BR> 參見(jiàn)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.
這句話的大意是：我們?cè)谶@些國(guó)家生產(chǎn)產(chǎn)品，我們是產(chǎn)品適應(yīng)哪些國(guó)家的口味，(在當(dāng)?shù)?興辦商業(yè)、雇傭員工、改變?nèi)嗣竦纳睢Ｓ纱丝赏普?，這些做法對(duì)當(dāng)?shù)厝嗣裼欣?，故答案選【C】。
其他選項(xiàng)：【A】將不會(huì)影響本地人的飲食習(xí)慣；【B】將導(dǎo)致經(jīng)濟(jì)帝國(guó)主義；【D】將不會(huì)破壞他們薯片的味道。這些均不符合題意。