首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
•Look at the article about Coca Cola and the questions below. •For each question mark one letter A, B, C, D on your Answer Sheet
•Look at the article about Coca Cola and the questions below. •For each question mark one letter A, B, C, D on your Answer Sheet
admin
2010-01-22
94
问题
•Look at the article about Coca Cola and the questions below.
•For each question mark one letter A, B, C, D on your Answer Sheet, for the answer you choose.
A Brief History of Coke
Nowadays, Coca-Cola’s trademark is well known around the world and its products average a staggering 400 million servings per day in more than 155 countries. According to legend, it began in a three-legged kettle in the back yard of Atlanta pharmacist Dr. John Styth Permberton who carried a jug of his concoction down the street to Jacob’s Pharmacyy where it was sold at the soda fountain for 5 cents a glass. Frank Robinson, Pemberton’s partner and bookkeeper thought two "C"s would look good in advertising and wrote "Coca-Cola" in the flowering script so famous today.
It is significant that Permberton spent almost twice as much money on advertising during the first years of operation as he made in profits, for the growth of Coke’s popularity is as much due to the advertising and marketing strategy as it is to the quality of its product. By continually monitoring changes in consumer attitudes and behaviour, the Coca-Cola Co. has become a widely recognized leader in advertising.
Pemberton could not foresee the greatest future awaiting his soft drink and sold out. Asa Griggs Candler bought the business and organized the Coca-Cola Co. into a Georgia corporation. In 1893, he registered Co ca-Cola as a trademark.
Under Candler’s leadership, the company began to grow quickly. In order to instigate a demand for the product, he spent heavily on advertising. Signs were put up from coast and appeared on calendars, serving trays and other merchandising items, urging people to drink Coke. Candler’s campaign paid off.
Candler was a creative talent at advertising, but showed little imagination in understanding Coke’s marketing potential. In 1899, he sold the right to bottle Coke throughout most of the United State for $1, which he never bothered to collect. Candler saw Coke primarily as a soda-fountain drink. But two far-sighted businessmen from Chattanooga, Tennessee, Benjamin Franklin Thomas and Joseph Brown Whitehead, understood the potential, and, for the unpaid dollar, bought a franchise that became worth millions.
Their agreement with Candler began the franchising bottling system that still remains the foundation of the Co ca-Cola Co.’s soft drink operations. Thomas and Whitehead sold the rights to bottle Coke to franchisers in every part of the country in return for the bottler’s agreement to invest in the necessary resources and effort to make the franchise a success. During the following decade, 779 bottling plants went into operation.
In the early 20th century, Coke blazed the advertising trail, developing innovative concepts that became accepted practices in the filed. One of the most effective was the distribution and redemption of complimentary tickets, entitling the holder to a glass of free Coke at the soda fountain of a dispenser.
John Styth Pemberton and Asa Griggs Candler were alike in the respect that both of them ______.
选项
A、had a doctor’s degree
B、were too short-sighted to see Coke’s marketing potential
C、Sold their business in order to raise money
D、used money in a wasteful way
答案
B
解析
由“Candler was… but showed little imagination in understanding Coke’s marketing potential”,再参照题目15的注解,不难得出答案。
转载请注明原文地址:https://kaotiyun.com/show/aVsO777K
本试题收录于:
BEC中级阅读题库BEC商务英语分类
0
BEC中级阅读
BEC商务英语
相关试题推荐
•ReadthearticlebelowaboutIevelsOfmanagement.•ChoosethecorrectwordtofilleachgapfromA,B,CorD.•Foreach
•ReadthearticlebelowaboutIevelsOfmanagement.•ChoosethecorrectwordtofilleachgapfromA,B,CorD.•Foreach
•ReadthearticlebelowaboutIevelsOfmanagement.•ChoosethecorrectwordtofilleachgapfromA,B,CorD.•Foreach
•ReadthearticlebelowaboutIevelsOfmanagement.•ChoosethecorrectwordtofilleachgapfromA,B,CorD.•Foreach
•ReadthefollowingarticleaboutFrenchbankandanswerthequestions.•Foreachquestion(15-20),markoneletter(A,B,C
•ReadthefollowingarticleaboutFrenchbankandanswerthequestions.•Foreachquestion(15-20),markoneletter(A,B,C
•ReadthefollowingarticleaboutFrenchbankandanswerthequestions.•Foreachquestion(15-20),markoneletter(A,B,C
Thedifficultyofbalancingprofitsandsocialresponsibilityisveryapparentwhenyouconsiderenvironmentalissues.Consumers
Readthearticlebelowaboutmonopoly.ChoosethecorrectwordtofilleachgapfromA,B,CorD.Foreachquestion(21-30),ma
—Youwillhearfiveanotherrecording.Eachspeakerisexpressingoneopinion.—Foreachrecording,decidewhatthemainideaea
随机试题
甲股份有限公司(以下简称“甲公司”)是一家上市公司,与股权投资有关的资料如下:(1)甲公司与乙公司均为增值税一般纳税人,适用的增值税税率为17%,适用的所得税税率均为25%,所得税均采用资产负债表债务法核算。2×16年1月1日,甲公司以定向增发普
申诉者仅限于对机关作出的涉及本人的具体( )决定不服的公务员。
含视紫红质、感暗光和弱光的细胞是()
为什么要进行方法确认?如何进行方法确认?
当系统标称电压为6kV时,熔断器的最高电压为()。
文物是研究历史的重要物证。对右图信息理解正确的是()
某县规划建设一座大型化工厂,当地居民担心污染问题,多次联系本选区的县人民代表大会代表刘某,希望向其反映问题。刘某均以工作忙为由予以推脱,居民对此深为不满。事后,55位选民(其中有4人不属于刘某所在选区选民)联名向县人民代表大会常务委员会递交了罢免刘某代表职
阅读以下说明和Java码,将应填入(n)处的字名写在的对应栏内。[说明]打印输出10行杨晖三角形。形式如下:杨晖三角形:1111211331146411510105116152015611
Theeffectofthebabyboomontheschoolshelpedtomakepossibleashiftinthinkingabouttheroleofpubliceducationinthe
Peopleexpresstheirpersonalitiesintheirclothes,cars,andhome.Becausewemightchoose【C1】______foodsto"tell"peopleso
最新回复
(
0
)