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  3. Shoppers on Black Friday, the traditional start of the holiday shopping season in America, are very aggressive. Some even start

Shoppers on Black Friday, the traditional start of the holiday shopping season in America, are very aggressive. Some even start

admin2012-02-29  80
问题     Shoppers on Black Friday, the traditional start of the holiday shopping season in America, are very aggressive. Some even start queuing outside stores before dawn to be the first to lay their hands on heavily discounted goods. Despite the frenzy (疯狂) at many stores, however, the recession appears to have accelerated the pace at which shoppers are abandoning bricks and mortar (实体店) in favour of online retailers—e-tailers. So this year Black Friday also marks the start of many conventional retailers’ attempts to regain the initiative.
    E-commerce holds particular appeal in straitened times as it enables people to compare prices across retailers quickly and easily. Buyers can sometimes avoid local sales taxes online, and shipping is often free. No wonder, then, that online shopping continues to grow even as the offline sort shrinks.
    The shift in spending to the internet is good news for companies like P&G that lack retail outlets of their own. But it is a big concern for brick-and-mortar retailers, whose prices are often higher than those of e-tailers, since they must bear the extra expense of running stores. Happily, however, conventional retailers are in a better position to fight back than last year, when overstocking forced them to resort to destructive discounting.
    The most obvious response to the growth of e-tailing is for conventional retailers to redouble their own efforts online. The online arms of big retailers are performing well, on the whole.
    Retailers are also trying to make shopping seem fun and exciting to act against the economic gloom. One common tactic is to set up "pop-up" stores, which appear for a short time before vanishing again, to foster a sense of novelty (新奇) and urgency.
    Shoppers are increasingly looking for an "experience" when they go to stores, says Jack Anderson of Hornall Anderson, a branding and marketing firm, and are no longer interested in purely "transaction-based bricks and mortar stores". Apple, which encourages customers to try out its devices in its stores, is considered a pioneer of this strategy, and has attracted many imitators.
    Stores are also trying to lure customers by offering services that are not available online. Best Buy, a consumer-electronics retailer, has started selling music lessons along with its musical instruments. The idea is to bring people back to its shops regularly, increasing the likelihood that they will develop the habit of shopping there.
What does Best Buy do to win customers back from online retailers?
选项 A、It encourages consumers to try out its instruments.
B、It provides regular customers with shuttle services.
C、It enables customers to shop via their cell phones.
D、It sells music lessons together with its instruments.
答案D
解析 根据题干中的Best Buy和back将本题出处定位到末段后两句。该处提到，消费类电子零售商Best Buy已经把音乐教学课和乐器捆绑销售。这种做法的目的是让顾客时常回到商店……。题干中的to win customers backfrom online retailers对应末句中的to bring people back to its shops，故末句中的The idea即为Best Buy的做法。根据上文可知，The idea指代的就是前面提到的selling music lessons along with its musical instruments，[D]为原文信息复现，故为答案。[A]是针对第6段首句中的Shoppers are increasingly looking for an“experience”设的干扰项，鼓励顾客体验商品不是Best Buy的做法，而是Apple的做法，故排除。[B]“对常客提供班车服务”和[D]“使顾客可以电话购物”均未在文中提及，故排除。
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