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  3. Intel Corp. will try to liven up the drab desktop PC later this year with new technology that will help convert the home compute

Intel Corp. will try to liven up the drab desktop PC later this year with new technology that will help convert the home compute

admin2014-01-17  4
问题      Intel Corp. will try to liven up the drab desktop PC later this year with new technology that will help convert the home computer into an entertainment hub, but advertising and technology ex- pelts say such a product will be tough to market. Intel, the world’s largest chip maker, is keeping details of the technology under wraps. It will introduce a set of chips with a new brand name in the third quarter.
     Analysts say the chip bundle and software will transform the PC into an all-purpose multimedia device designed to function as a CD and DVD player, digital video recorder, game console, as well as a machine for traditional data processing and Internet access.
     Consumers, however, may not rush to give up their current desktop computers——cheap, straightforward, and in the comer    for these glossier devices. "It’s a market on the come, but it ain’t here yet," said Jack Trout, a brand consultant who has worked with Intel and IBM. "Is anybody really sure that people want to do all this multi-tasking ( on a PC) ?"
    The new brand will be just the tip of the spear as Intel goes after the estimated $ 200 billion market for consumer entertainment electronics and media. Intel recently formed a digital home unit to develop chips for living room electronics and launched a "Digital Joy" campaign with Microsoft Corp. to demonstrate Pc-based entertainment devices in U. S. shopping centers. The chip maker also recruited Eric Kim, an executive of South Korea’s Samsung Electronics, as its marketing director, and split with longtime ad agency Euro RSCG.
    Agencies from the top three advertising groups——Omnicom , WPP and Interpublic——are vying for the estimated $ 300 million account, and sources familiar with the review said Intel wants ideas to promote the digital home. Opposing Intel’s bid will be traditional consumer electronics makers, such as Sony Corp., whose new PlayStation 3 is rumored to be much more than a game system, handling many of the tasks that Intel wants to put in the PC.
Who was in charge of Intel’s marketing before Eric Kim came?
选项 A、Omnicom
B、Interpublic
C、WPP
D、Euro RSCG.
答案D
解析 细节题。文章第四段末尾提到：“The chip maker also recruited Eric Kim，an executive of South， Korea’s Samsung Electronics，as its marketing director，and split with longtime ad agency Euro RSCG．”(芯片制造商还新聘了一名来自南朝鲜三星电子的经理Eric Kim担任市场部主管，与他们以前长期合作的广告公司Euro RSCG分道扬镛。)，所以正确答案是B。
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