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
Read the following article about how Haier achieves its goal of being a mainstream brand in the US and the questions on the oppo
Read the following article about how Haier achieves its goal of being a mainstream brand in the US and the questions on the oppo
admin
2018-06-30
58
问题
Read the following article about how Haier achieves its goal of being a mainstream brand in the US and the questions on the opposite page.
For each question(15-20), mark one letter(A, B, C or D)on your Answer Sheet.
Haier is well on the way towards achieving its goal of being a mainstream brand in the US. Haier has successfully penetrated the Top Ten chain groups in the US. Whenever Haier enters the global procurement system of big chain, this makes Haier one step closer to entering the mainstream US market. Haier has also won awards such as "best supplier" and "exam-free supplier" by several retailer chains. Haier has international service centers in more than 50 states of the US and has opened a toll-free hotline.
According to Zhang Ruirnin, CEO Haier Group, Haier knew that its entry into the US would be very difficult at first, but would get easier as the company learned from its mistakes. The company adopted a " market first and then factory" approach. Haier invested in a global brand strategy with the objective of letting products, capital and brands go global. From the single and niche products at the early days of entering the US market, to the current differentiated product family, with products such as the independent cocktail cabinet and Haier 37T88, Haier’ mainstream products are now very competitive. Haier has obtained the praise and trust of its channel partners, and has successfully transformed itself from a niche to a mainstream brand provider.
In the internationalisation process, Haier has been focusing on developing its corporate culture and ensuring culture compatibility. To ensure rapid localisation, Haier implemented an innovative mode of "financing, pooling-in-wisdom, compatibility with local culture and forging a noted local brand". All designing and marketing personnel are: employed locally. In addition, 95% of Haier’s North American management team are locals.
In April 2006, Haier became a strategic partner of NBA and the first global appliance brand to sponsor the NBA. Haier believes this partnership has accelerated its step towards becoming a mainstream brand in the US.
NBA sponsorship is a key initiative for Haier as it attempts to implement its global brand strategy. Since becoming the global strategic partner of NBA, Haier has utilized NBA’s market assets, media platform and programs in the US and China to display the innovative technology of Haier’s refrigerator and TV products. Through its broad media assets, including NBA TV’s HD program, the eye-catching NBA matches and extensive NBA thematic retail and publicity activities, Haier can display its most advanced products. Under the guise of its consumer-oriented brand marketing strategy, Haier will continue to integrate its culture with local mainstream culture.
Haier has nine products which are "in the front half of the market" and three products which are among top 3 in the industry in terms of market presence. In addition, the company is a world leader in advanced technological fields such as intelligent house integration, network appliance, digitalisation, large-scale integrated circuits and new materials. The "innovation-boosted" Haier Group is devoted to providing solutions for global consumers. By late 2006, Haier has applied for o-ver 7,000 patents(of which 1, 234 are invention patents). Haier also presided over or participated in the formulation and amendment of nearly 100 State standards. Of which, Haier water heater firewall technology and Haier double-driver washing machine are included in IEC international standard draft, testifying that Haier’s innovation a-bility is world-class. In the future, Haier’s approach will cooperate with channel partners and dealers that share the same strategy of customer-focus to forge a win-win situation.
Haier has accelerated its step towards becoming a mainstream brand in the US by
选项
A、becoming a strategic partner of NBA.
B、becoming the first local appliance brand to sponsor the NBA.
C、utilizing NBA’s market assets.
D、displaying the innovative technology of TV products.
答案
A
解析
该题问及什么策略加快了海尔成为美国主流品牌的脚步。文中第四段提到2006年4月,海尔成为NBA的战略合作伙伴。海尔是赞助NBA的第一个全球家电品牌。海尔相信这种合作关系加速了它成为美国主流品牌的脚步。综合四个选项,A项表述与此相符;B、C、D项内容未在本段中提及,所以,确定A项为正确选项,排除其他三项。
转载请注明原文地址:https://kaotiyun.com/show/GY7d777K
本试题收录于:
BEC高级阅读题库BEC商务英语分类
0
BEC高级阅读
BEC商务英语
相关试题推荐
Inthispartofthetest,youareaskedtogiveashorttalkonabusinesstopic.Youhavetochooseoneofthetopicsfromthe
Inthispartofthetest,youareaskedtogiveashorttalkonabusinesstopic.Youhavetochooseoneofthetopicsfromthe
Inthispartofthetest,youareaskedtogiveashorttalkonabusinesstopic.Youhavetochooseoneofthetopicsfromthe
Inthispartofthetest,youareaskedtogiveashorttalkonabusinesstopic.Youhavetochooseoneofthetopicsfromthe
Theinterlocutorasksyouquestionsonanumberofwork-relatedandnonwork-relatedsubjects.
TaskOne-Job•Forquestions13-17,matchtheextractswiththepeople,listedA-H.•Foreachextract,choosethejobeachsp
TASKONE—ADVANTAGE•Forquestions13—17,matchtheextractswiththeadvantages,listedA—H.•Foreachextract,choosetheadv
TASKONE--THELISTENEROFTHETALK•Forquestions13-17,matchtheextractswiththepeople,listedA-H.•Foreachextract,deci
•Readthetextbelowaboutthelogistics.•Inmostofthelines41-52thereisoneextraword.Itiseithergrammaticallyinco
随机试题
物证区别于其他证据的显著特点是
维生素C注射液中可应用的抗氧剂是
乌梅丸中,温肾暖脾、制蛔助运者,为乌梅丸中,安蛔止痛、涩肠止泻者,为
《公司法》第51条规定:“董事、高级管理人员不得兼任监事”。该法律规范属于()。
中国各民族都有使用和发展自己语言文字的自由和权利。()
张伟的所有课外作业都得了优,如果她的学期论文也得到优,即使不作课堂报告,她也能通过考试。不幸的是,她的学期论文没有得到优,所以她要想通过考试,就不得不做课堂报告了。上述论证中的推理是有缺陷的,因为该论证()。
A、 B、 C、 D、 B此题答案为B。给出的图形均可看成由两部分组成,我们可从图形这两个部分的位置关系来寻找规律。第一组图形由两部分组成,且其中一个部分位于另一部分的内部,二者相接;第二组图形均由相接的两部
根据以下资料,回答下列问题。2010年,珠三角地区第二产业产值占国内生产总值的比重为()。
爱因斯坦认为“一个人的价值应该看他贡献什么,而不应该看他取得什么”。结合实际,运用马克思主义关于人的价值理论,谈谈对奉献精神的理解。
—Imusthaveeatensomethingwrong.Ifeellike______.—Itoldyounottoeatatarestaurant.You’dbetter______athome.
最新回复
(
0
)