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
•Look at the article about Coca Cola and the questions below. •For each question mark one letter A, B, C, D on your Answer Sheet
•Look at the article about Coca Cola and the questions below. •For each question mark one letter A, B, C, D on your Answer Sheet
admin
2010-01-22
26
问题
•Look at the article about Coca Cola and the questions below.
•For each question mark one letter A, B, C, D on your Answer Sheet, for the answer you choose.
A Brief History of Coke
Nowadays, Coca-Cola’s trademark is well known around the world and its products average a staggering 400 million servings per day in more than 155 countries. According to legend, it began in a three-legged kettle in the back yard of Atlanta pharmacist Dr. John Styth Permberton who carried a jug of his concoction down the street to Jacob’s Pharmacyy where it was sold at the soda fountain for 5 cents a glass. Frank Robinson, Pemberton’s partner and bookkeeper thought two "C"s would look good in advertising and wrote "Coca-Cola" in the flowering script so famous today.
It is significant that Permberton spent almost twice as much money on advertising during the first years of operation as he made in profits, for the growth of Coke’s popularity is as much due to the advertising and marketing strategy as it is to the quality of its product. By continually monitoring changes in consumer attitudes and behaviour, the Coca-Cola Co. has become a widely recognized leader in advertising.
Pemberton could not foresee the greatest future awaiting his soft drink and sold out. Asa Griggs Candler bought the business and organized the Coca-Cola Co. into a Georgia corporation. In 1893, he registered Co ca-Cola as a trademark.
Under Candler’s leadership, the company began to grow quickly. In order to instigate a demand for the product, he spent heavily on advertising. Signs were put up from coast and appeared on calendars, serving trays and other merchandising items, urging people to drink Coke. Candler’s campaign paid off.
Candler was a creative talent at advertising, but showed little imagination in understanding Coke’s marketing potential. In 1899, he sold the right to bottle Coke throughout most of the United State for $1, which he never bothered to collect. Candler saw Coke primarily as a soda-fountain drink. But two far-sighted businessmen from Chattanooga, Tennessee, Benjamin Franklin Thomas and Joseph Brown Whitehead, understood the potential, and, for the unpaid dollar, bought a franchise that became worth millions.
Their agreement with Candler began the franchising bottling system that still remains the foundation of the Co ca-Cola Co.’s soft drink operations. Thomas and Whitehead sold the rights to bottle Coke to franchisers in every part of the country in return for the bottler’s agreement to invest in the necessary resources and effort to make the franchise a success. During the following decade, 779 bottling plants went into operation.
In the early 20th century, Coke blazed the advertising trail, developing innovative concepts that became accepted practices in the filed. One of the most effective was the distribution and redemption of complimentary tickets, entitling the holder to a glass of free Coke at the soda fountain of a dispenser.
John Styth Pemberton and Asa Griggs Candler were alike in the respect that both of them ______.
选项
A、had a doctor’s degree
B、were too short-sighted to see Coke’s marketing potential
C、Sold their business in order to raise money
D、used money in a wasteful way
答案
B
解析
由“Candler was… but showed little imagination in understanding Coke’s marketing potential”,再参照题目15的注解,不难得出答案。
转载请注明原文地址:https://kaotiyun.com/show/aVsO777K
本试题收录于:
BEC中级阅读题库BEC商务英语分类
0
BEC中级阅读
BEC商务英语
相关试题推荐
•Readthetextbelowaboutbusinessonline.•Foreachquestion(31-40),writeonewordinCAPITALLETTERSonyourAnswerShee
•Readthetextbelowaboutbusinessonline.•Foreachquestion(31-40),writeonewordinCAPITALLETTERSonyourAnswerShee
•Readthetextbelowaboutbusinessonline.•Foreachquestion(31-40),writeonewordinCAPITALLETTERSonyourAnswerShee
•ReadthearticlebelowaboutIevelsOfmanagement.•ChoosethecorrectwordtofilleachgapfromA,B,CorD.•Foreach
•ReadthearticlebelowaboutIevelsOfmanagement.•ChoosethecorrectwordtofilleachgapfromA,B,CorD.•Foreach
•ReadthefollowingarticleaboutFrenchbankandanswerthequestions.•Foreachquestion(15-20),markoneletter(A,B,C
•Readthistexttakenfromabusinessmagazine.•Choosethebestsentencetofilleachofthegaps.•Foreachgap(9-14),
Thedifficultyofbalancingprofitsandsocialresponsibilityisveryapparentwhenyouconsiderenvironmentalissues.Consumers
Readthistexttakenfromanarticleaboutaccounting.Choosethebestsentencetofilleachofthegaps.Foreachgap(9-14),m
Readthearticlebelowaboutmonopoly.ChoosethecorrectwordtofilleachgapfromA,B,CorD.Foreachquestion(21-30),ma
随机试题
加强对生产现场监督检查,严格查处违规作业、________、违反劳动纪律的“三违”行为。
重镇安神药中能活血散瘀,可用于痛经经闭,心腹刺痛,瘕瘕积聚的药物是
针刺皮肉浅薄部位的腧穴;最适宜采用的进针方法
含碱性成分的中药及其制剂不能与下列哪类药合用
发包人应当依据相关工程的工期定额合理计算工期,压缩的工期天数不得超过定额工期的()。
根据《建设工程施工专业分包合同(示范文本)》(GF一2003-0213),以下不属于承包商责任义务的是()。
某建设工程未经验收,发包人却擅自使用,则该工程竣工日期为()。
根据下列文字回答以下问题:《2005年中国人才报告》指出,随着改革开放的不断深入,国有企业职工人数和人才总量自上世纪90年代末以来持续下降,1996年我国国有单位职工总数(包括公务员)10949万人,到2001年,仅为7409万人,平均每年减少5
在公众印象中,每一次加大尾矿治理力度,总是在发生严重的尾矿溃坝事故之后。而突击式的尾矿治理方式不太可能持久奏效。数量巨大的尾矿伴随着矿山的开采不断增加,随着矿山枯竭,经年累月贮存起来的尾矿被堆放于江岸的山坡,因在技术层面缺乏有效的处理方法,只能以非安全的暴
有关曼彻斯特码编码的正确叙述是(60)。
最新回复
(
0
)