2. 外语
  3. Reebok executives do not like to hear their stylish athletic shoes called" footwear for yuppies". They contend that Reebok shoes

Reebok executives do not like to hear their stylish athletic shoes called" footwear for yuppies". They contend that Reebok shoes

admin2012-11-30  98
问题     Reebok executives do not like to hear their stylish athletic shoes called" footwear for yuppies". They contend that Reebok shoes appeal to diverse market segments, especially now that the company offers basketball and children’s shoes for the under-18 set and walking shoes for older customers not interested in aerobics(健身操)or running. The executives also point out that through recent acquisitions they have added hiking boots, dress and casual shoes, and high-performance athletic footwear to their product lines, all of which should attract new and varied groups of customers.
    Still, despite its emphasis on new markets, Reebok plans few changes in the upmarket(高档消费人群的)retailing network that helped push sales to $1 billion annually, ahead of all other sports shoe marketers. Reebok shoes, which are priced from $27 to $85, will continue to be sold only in better specialty, sporting goods, and department stores, in accordance with the company’s view that consumers judge the quality of the brand by the quality of its distribution.
    In the past few years, the Massachusetts-based company has imposed limits on the number of its distributors (and the number of shoes supplied to stores), partly out of necessity. At times the unexpected demand for Reebok’s exceeded supply, and the company could barely keep up with orders from the dealers it already had. These fulfillment problems seem to be under control now, but the company is still selective about its distributors. At present, Reebok shoes are available in about five thousand retail stores in the United States.
    Reebok has already anticipated that walking shoes will be the next fitness-related craze, replacing aerobics shoes the same way its brightly colored, soft leather exercise footwear replaced conventional running shoes. Through product diversification and careful market research, Reebok hopes to avoid the distribution problems Nike came across several years ago, when Nike misjudged the strength of the aerobics shoe craze and was forced to unload huge inventories of running shoes through discount stores.
选项 A、they believe that their shoes are popular with people of different age groups
B、new production lines have been added to produce inexpensive shoes
C、yuppies usually evokes a negative image
D、the term makes people think of prohibitive prices
答案A
解析 这是一道细节题。题干中的"managerial personnel"即为第一段的executives，因此可知本题答案在第一段且为该段之主题：目标市场为多大，高层领导们当然不希望自己的产品仅供应一些雅皮士，再由下文之“children’s shoes for the under-18 set and walking for order customers"更可知其目标消费是多高层次的。容易错选的选项B侧重公司的生产策略，故不妥。
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