Question

As societies develop, their members start to see things not so much according to what they need, but according to what they want. When people have enough money, these wants become demands.

Now, it' s important for the managers in a company to understand what their customers want if they are going to develop effective marketing strategies (策略). There are various ways of doing this. One way at supermarkets, for example, is to interview customers while they're doing their shopping. They can be asked what they prefer to buy and then the results of the research can be studied. This provides information on which to base future marketing strategies. It' s also quite normal for top managers from department stores to spend a day or two each month visiting stores and mixing freely with the public, as if they were ordinary customers, to get an idea of how customers act.

Another way to get information from customers is to give them something. For example, some fast food restaurants give away tickets in magazines or on the street that permit customers to get part of their meal for nothing. As well as being a good way of attracting customers into the restaurants to spend their money, it also allows the managers to get a feel for where to attract customers and which age-groups to attract.

Another strategy used at some well-known parks such as Disneyland is for top managers to spend at least one day in their work, touring the park dressed as Mickey Mouse or something like that. This provides them with a perfect chance to examine the scene and watch the customers without being noticed.

1.The text is designed for _______

A．customers         B．salesmen          C．researchers        D．managers

2.Which of the following can help managers get useful information?

A．Visiting customers themselves.

B．Giving customers free food on the street.

C．Visiting parks as ordinary customers.

D．Asking customers questions at supermarkets.

3.What does the word "this" underlined in the last sentence refer to?

A．Visiting Disneyland.                      B．Wearing attractive clothes.

C．Acting Mickey Mouse.                    D．Dressing up and walking around.

4.The main idea of the text is _________.

A．how to find out customers' social needs

B．how to develop marketing strategies

C．how to do market research

D．how to encourage customers to spend more money

 

Answer 1

【答案】

1.D

2.D

3.D

4.C

【解析】

試題分析：本文是關(guān)于經(jīng)理們獲得市場(chǎng)信息，進(jìn)行市場(chǎng)調(diào)研的具體的方法的介紹。

1.D 推理題。根據(jù)文章2,3,4段第一句N(xiāo)ow, it' s important for the managers in a company to understand what their customers want if they are going to develop effective marketing strategies (策略). 和Another way to get information from customers is to give them something.和Another strategy used at some well-known parks such as Disneyland is for top managers to spend at least one day in their work, touring the park dressed as Mickey Mouse or something like that. 說(shuō)明本文講述的是經(jīng)理們了解市場(chǎng)信息的多種方法，故本文最可能是寫(xiě)給這些經(jīng)理的。故D正確。

2.D 細(xì)節(jié)題。根據(jù)第二段3,4,5行One way at supermarkets, for example, is to interview customers while they're doing their shopping. They can be asked what they prefer to buy and then the results of the research can be studied.說(shuō)明在商場(chǎng)里詢問(wèn)顧客，是一個(gè)了解市場(chǎng)情況的好方法，故D正確。

3.D 推理題。根據(jù)本句Another strategy used at some well-known parks such as Disneyland is for top managers to spend at least one day in their work, touring the park dressed as Mickey Mouse or something like that. This provides them with a perfect chance..可知這里的this就是指上句的dressed as Mickey Mouse or something like that.這種方法，故D正確。

4.C 主旨大意題。根據(jù)本文2,3,4段的主題句第一句N(xiāo)ow, it' s important for the managers in a company to understand what their customers want if they are going to develop effective marketing strategies (策略). 和Another way to get information from customers is to give them something.和Another strategy used at some well-known parks such as Disneyland is for top managers to spend at least one day in their work, touring the park dressed as Mickey Mouse or something like that.可知本文是關(guān)于經(jīng)理們獲得市場(chǎng)信息，進(jìn)行市場(chǎng)調(diào)研的具體的方法的介紹。故C正確。

考點(diǎn)：考查經(jīng)濟(jì)類(lèi)短文閱讀

點(diǎn)評(píng)：本文是關(guān)于經(jīng)理們獲得市場(chǎng)信息，進(jìn)行市場(chǎng)調(diào)研的具體的方法的介紹。本文考查的推理題較多，屬于主觀題，是層次較高的題目。它包括判斷和推理題。這兩類(lèi)題常常相互依存，推理是為了做出正確的判斷，正確的判斷又依賴于合乎邏輯的推理。該題要求在理解表面文字的基礎(chǔ)上做出判斷和推論，從而得到文章的隱含意思和深層意思，也就是通過(guò)文章中的文字信息，上下邏輯關(guān)系及事物的發(fā)展變化等已知信息，推斷出作者沒(méi)有直接表達(dá)的態(tài)度和觀點(diǎn)。