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  3. The competition among producers of personal computers is essentially a race to get the best, most innovative products to the mar

The competition among producers of personal computers is essentially a race to get the best, most innovative products to the mar

admin2010-05-25  41
问题      The competition among producers of personal computers is essentially a race to get the best, most innovative products to the marketplace. Marketers in this environment frequently have to make a judgment as to their competitor’s role when making marketing strategy decisions. If major competitors are changing their products, then a marketer may .want to follow suit to remain competitive. Apple Computer, Inc, has introduced two new, faster personal computers, the Mackintosh II and Mackintosh SE, in anticipation of the introduction of a new PC by IBM, one of Apple’s major competitors.
     Apple’s new computers are much faster and more powerful than its earlier models. The improved Mackintosh is able to run programs that previously were impossible to run on an Apple PC, including IBM-compatible programs. This compatibility feature illustrates computer manufacture’s new attitude of giving customers the features they want. Making Apple computers capable of running IBM software is Apple’s effort at making Mackintosh compatible with IBM computers and thus more popular in the office, where Apple hopes to increase sales. Users of the new Apple can also add accessories to make their machines specialize in specific uses, such as engineering and writing.
     The new computers represent a big improvement over past models but they also cost much more. Company officials do not think the higher price will slow down buyers who want to step up to a more powerful computer. Apple wants to stay in the high-price end of the personal computer market to finance research for even faster, more sophisticated computers.
     Even though Apple and IBM are major competitors, both companies realize that their competitor’s computers have certain features that their own models do not. The Apple line has always been popular for its sophisticated color graphics, whereas the IBM machines have always been favored in offices. In the future, there will probably be more compatibility between the two companies’ products, which no doubt will require that both Apple and IBM change marketing strategies.
Apple hopes to increase Mackintosh sales chiefly by
选项 A、making its new models capable of running IBM software.
B、improving the color graphics of its new models.
C、copying the marketing strategies of IBM.
D、giving the customers what they want.
答案A
解析 细节题。从文章第二段第二句中的“IBM-compatible(兼容的)”以及随后的三句尤其是第四句可知，苹果公司推出新机型是为了能够运行IBM的软件，以便能得到更广泛的应用从而提高销售量，这与A  的表述相吻合。
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