2. 外语
  3. Read the article below about a successful company. for each question 23 — 28 on the next page, choose the correct answer. Mark o

Read the article below about a successful company. for each question 23 — 28 on the next page, choose the correct answer. Mark o

admin2012-08-29  58
问题 Read the article below about a successful company.
for each question 23 — 28 on the next page, choose the correct answer.
Mark one letter (A,B or C) on your Answer Sheet.
                          A Recipe for Success
    Not many companies can boast of having been in business for more than three and a half centuries. Yuzaburo Mogi, president and CEO of Kikkoman Corp. -the world’s leading manufacture of soy sauce—is well aware however that the company can’t rest on its laurels if it’s to successfully meet the challenge posed by its thousands of competitors globally. But Mogi—the first Japanese person to ever become an MBA from the Columbia Business School in 1961 loves a challenge.
    He learned American management methods through his studies at Columbia, as well as practical marketing know-how thanks to his experience as a product demonstrator, serving soy sauce in supermarkets and at international trade fairs during his summer breaks from his studies at Columbia, which has been a source of inspiration for him through the years. In 1957, the company established Kikkoman International, Inc. in San Francisco in order to launch full-scale sales and marketing activities in the US. Test kitchens were built and home economists were recruited to come up with recipes for American style dishes using soy sauce. The recipes were introduced in newspaper articles, on tiny recipe books.
    Kikkoman’s strategy of building a global company that acts locally has contributed greatly to its growth. Kikkoman hires local people to operate its plants outside Japan, and develops marketing campaigns that appeal to consumers in overseas markets.
    The goal is to have consumers identify Kikkoman’s products as the leading locally made products in its field. "We have seen our soy sauce becoming more and more a part of the American lifestyle," Mogi says. Kikkoman has captured 56% of the US market, double that of its nearest competitor, and the company has the top share of the world market.
    Kikkoman is also a leader when it comes to quality. Its soy sauce is naturally brewed, unlike many of its rival products, which are chemically produced. Kikkoman’s commitment to high quality has made it an unparalleled brand in recent decades, as consumers in the US and other countries have become more health-conscious and aware of the importance of truly natural food.
    "That is why our soy sauce has established itself as all-purpose seasoning, a dependable ingredient, in kitchens around the globe," Mogi says.
The company developed rapidly because______.
选项 A、it was able to adapt to local marketplace
B、its marketing strategy was global
C、its products satisfied customers
答案A
解析 Kikkoman’s strategy ofbuilding a global company and acts locallyhas contributed greatly to its growth．他建立的一家全球性的公司，但是所有的运作都是以地方化为主如雇用当地人的。也就是说，它的快速发展得益于它能够调整适应当地的市场。
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