2. 外语
  3. Although Coca-Cola Co. spent nearly $ 2 billion last year advertising its various brands around the globe, it saw its share of t

Although Coca-Cola Co. spent nearly $ 2 billion last year advertising its various brands around the globe, it saw its share of t

admin2010-07-06  63
问题       Although Coca-Cola Co. spent nearly $ 2 billion last year advertising its various brands around the globe, it saw its share of the critical U. S. cola market decline. Meanwhile, Pepsi Co. is riding a sizzling Britney Spears-led ad campaign to a bigger share, and has launched an audacious assault on Coke’s long-held sponsorships. The cola fight-is heating up, and Pepsi is landing most of the punches.
     Pepsi’s share of the U. S. carbonated soft-drink market rose to 31.65% last year, Beverage Digest reports. Coke brands, including Diet Coke and Sprite, still lead easily with a 43.7%share -- but that’s down four-tenths of a point. Both companies’ flagship colas, which together account for 1 of 3 sodas sold in the U. S. , lost share last year. But Coke’s lost more, and Pepsi scored big with new flavors Code Red and Lemon Twist.
     Pepsi Co. recently emharrassed its bigger rival by snatching away the National Football League sponsorship, which had been Coke’s for 22 years. Coke dismisses the NFL setback as less important than the individual sponsorships it retains with two-thirds of the league’s teams. "We’re still an NFL sponsor," asserts Jeff Dunn, head of Coke in the Americas.  He insists that the "passion point" for consumers is local teams. He says the cost of the league sponsorship had escalated beyond its value. Beneath Coke’s outward calm, executives are angry over the NFL loss. Now, some on Coke’s board are said to be upset that Pepsi outdid Coke’s management. This sets up a marketing brawl later this year as Coke tries to tie itself to NFL from the bottom up, team by team, and Pepsi tries to do the same thing from the top down, leveraging its deal with the league.
      Coke has hardly been sitting on its thumbs. Last year it brought out Diet Coke with lemon, and the company is now gearing up to launch Vanilla Coke. Yet if Wall Street is the judge of who’s winning, there’s no contest.  Pepsi shares are trading near the all-time high and have almost doubled during Coke’s long depression. Pepsi rates a strong buy from twice as many analysts. The news is not better for Coke among advertising experts.  "There’s nothing great going on ever there," says marketing consultant A1 Ries in Atlanta. He gives Pepsi far better marks for "effectively using visuals like Britney Spears to reinforce Pepsi’s image that it is for the young generation," and for companies that sell very similar sugar water, image is everything.
Which one of the following statements is TRUE about Coke’s sponsorship of football teams?
选项 A、Executives of Coke don’t worry about the loss of NFL sponsorship.
B、Coke attaches much importance to the sponsorship of the local teams.
C、Coke has tried to regain its share by tying itself to the NFL from the top down.
D、Executives of Coke think that the value of NFL sponsorship is far beyond its cost.
答案B
解析 A项“可口可乐公司的主管们不担心失去国家橄榄球联盟的赞助商资格”，原文谈到公司的主管们因为失去国家橄榄球联盟赞助商资格而产生骚动，说明他们还是有担忧，因此A不正确。B项“可口可乐公司很重视赞助地方球队”，根据第三段的内容“由于可口可乐试图从底层发展与国家橄榄球联盟的联系，而百事可乐策略是从顶层进行交易”，可判断该项正确。C项“可口可乐试图从顶层发展与国家橄榄球联盟的联系”，与B意思相反，错误。D项“可口可乐公司的主管们认为国家橄榄球联盟资助商资格的价值远远超过了资助所花的费用”，原文中第三段的观点与此相反
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