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
Imagine a world without brands.【R1】______No raucous advertising, no ugly billboards, and no McDonald’s. Yet, given a chance and
Imagine a world without brands.【R1】______No raucous advertising, no ugly billboards, and no McDonald’s. Yet, given a chance and
admin
2017-04-21
124
问题
Imagine a world without brands.【R1】______No raucous advertising, no ugly billboards, and no McDonald’s. Yet, given a chance and a bit of money, people flee this Eden. They seek out Budweiser instead of their local tipple, ditch nameless shirts for Gap, prefer Marlboros to homegrown smokes. What should one conclude? That people are pawns in the hands of giant companies with huge advertising budgets and global reach? 【R2】______
The pawn theory is argued, forcefully if not always coherently, by Naomi Klein, author of "No Logo", a book that has become a bible of the anti-globalization movement. Her thesis is that brands have come to represent "a fascist state where we all salute the logo and have little opportunity for criticism because our newspapers, television stations, Internet servers, streets and retail spaces are all controlled by multinational corporate interests."【R3】______produced cheaply in third-world sweatshops, branded goods displace local alternatives and force a grey cultural homogeneity on the world.
【R4】______Outside the United States, they are now symbols of America’s corporate power, since most of the world’s best-known brands are American. Around them accrete all the worries about environmental damage, human-rights abuses and sweated labor that anti-globalists like to put on their placards. No wonder brands seem bad.
【R5】______They began as a form not of exploitation, but of consumer protection. In pre-industrial days, people knew exactly what went into their meat pies and which butchers were trustworthy; once they moved to cities, they no longer did. A brand provided a guarantee of reliability and quality. Its owner had a powerful incentive to ensure that each pie was as good as the previous one, because that would persuade people to come back for more.
Just as distance created a need for brands in the 19th century, so in the age of globalization and the Internet it reinforces their value. A book-buyer might not entrust a company based in Seattle with his credit-card number had experience not taught him to trust the Amazon brand; an American might not accept a bottle of French water were it not for the name of Evian. 【R6】______
Indeed, the dependence of successful brands on trust and consistent quality suggests that consumers need more of them. In poor countries, the arrival of foreign brands points to an increase in competition from which consumers gain. Anybody in Britain old enough to remember the hideous Wimpy, a travesty of a hamburger, must recall the arrival of McDonald’s with gratitude. Public services live in a No Logo world: attempts at government branding arouse derision. That is because brands have value only where consumers have choice, which rarely exists in public services. 【R7】______
Brands are the tools with which companies seek to build and retain customer loyalty. Because that often requires expensive advertising and good marketing, a strong brand can raise both prices and barriers to entry. But not to insuperable levels: brands fade as tastes change(Nescafe has fallen, while Starbucks has risen); the vagaries of fashion can rebuild a brand that once seemed moribund(think of cars like the Mini or Beetle); and quality of service still counts(hence the rise of Amazon). 【R8】______
A. Brands have thus become stalking horses for international capitalism.
B. Or that brands bring something that people think is better than what they had before?
C. Yet this is a wholly misleading account of the nature of brands.
D. It existed once, and still exists, more or less, in the world’s poorest places.
E. The absence of brands in the public sector reflects a world like that of the old Soviet Union, in which consumer choice has little role.
F. Because consumer trust is the basis of all brand values, companies that own the brands have an immense incentive to work to retain that trust.
G. The ubiquity and power of brand advertising curtails choice, she claims;
H. Many brands have been around for more than a century, but the past two decades have seen many more displaced by new global names, such as Microsoft and Nokia.
【R8】
选项
答案
H
解析
文章的最后一段作者提出品牌是公司建立和保持顾客忠实性和稳定性的一个工具,但是品牌还会随着时尚、品位等发生变化。选项H列举了Microsoft和Nokia等一系列过去几十年中新出现的全球知名品牌来证明此观点。
转载请注明原文地址:https://kaotiyun.com/show/dX9d777K
本试题收录于:
BFT阅读题库国际化人才外语考试(BFT)分类
0
BFT阅读
国际化人才外语考试(BFT)
相关试题推荐
Youhaveapart-timejobinabookshop.Themanagerwantstomaketheshopmorepopularamongyoungpeopleandasksyoutowrite
Readthefollowingpassageandanswerquestions9-18.1.Peoplehavebeenpaintingpicturesforatleast30,000years.Theearli
Readthefollowingarticleandanswerquestions9~18onthenextpage.Happy75thBirthday,SocialSecurit
Readthefollowingpassageandchoosethebestwordforeachspace.Moneyspentonadvertisingismoneyspentaswellasany
Tradeiscentraltohumanhealth,prosperityandsocialwelfare.【R1】______Examplesoftradeindailylifearesoabundanttheys
1.Whoknowsbetterthanyourcustomerswhereyouroperationscanbeimproved?Today,progressivefirmsincreasinglyrelyonadv
1.Whoknowsbetterthanyourcustomerswhereyouroperationscanbeimproved?Today,progressivefirmsincreasinglyrelyonadv
NolongerdomostofEurope’sundergraduateswanttodirtytheirhandsproducingthingsorprovidingservicestocustomers.【R1】_
Readthefollowingpassageandanswerquestions9-18.1.FromDr.R.S.ScorerofBritain’sImperialCollegeoftheSciencecomes
Thepurposeoftheexperimentswastofundouthowtheclockworks.Biologicalclocktellstime.
随机试题
代理服务(Proxy)技术是一种较新型的防火墙技术,它分为___________网关和电路层网关。
授权是权力分配形式中的普遍形式。
独家分销
下列哪项是太阳中风证汗出的机理
患者郗某,胃脘部痞硬不舒,噫气频作,时而呕吐涎沫,舌质淡,苔白滑,脉虚缓。治宜选用()
产品质量监督的类型包括()。
招标人采用邀请招标方式的,应当向()个以上具备承担招标项目的能力、资信良好的特定的法人或者其他组织发出投标邀请书。
对合同争议双方进行调解后,不满意的当事人可在规定的时间内将争端提交(),并通知对方。
磁盘处于写保护状态时,可进行的操作是()。
要想维持身体健康,最重要的是能吃得下、睡得香、排得畅。人如果一旦便秘,体内就会储存许多毒素,肠壁会将毒素反吸收入血液中,导致出现面部斑痘、皮肤生疮、血脂增高等症状,因此要及时排毒,从而减少肠炎和肠癌的发生。由上文可以推出的结论是()。
最新回复
(
0
)