2. 外语
  3. •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

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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.  
All of the following were the company’s successful examples of advertising except that ______.
选项 A、the company distributed complimentary tickets for people to drink a glass of Coke free of change
B、the company flew an airship over Washington DC with a huge Coke sign on its side
C、the company sold the rights to bottle coke to franchisers in every part of the united States
D、the company set up along Pennsylvania Railroad line huge animated signs that showed a young man drawing a glass of coke from a crockery urn
答案C
解析 A、B、D都是成功的广告策略，C是营销策略。
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