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  3. Andy Warhol put it best. "You can be watching TV and see Coca-Cola, and you know that the President drinks Coke, and just think,

Andy Warhol put it best. "You can be watching TV and see Coca-Cola, and you know that the President drinks Coke, and just think,

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问题     Andy Warhol put it best. "You can be watching TV and see Coca-Cola, and you know that the President drinks Coke, and just think, you can drink Coke, too. All the Cokes are the same and all the Cokes are good."
    That is true not just for Coca-Cola. One could say much the same about a Hollywood movie, Gmail, Ikea bookshelves, Microsoft Office and YouTube. These products and services all "scale".
    But not everything does. Researchers have long studied pilot schemes such as public health initiatives or innovative schools. They dread the familiar phenomenon of the pilot delivering sensational results, only to fade at a larger scale. This dismaying tendency was called "voltage drop".
    So why does the voltage drop for so many promising ideas? One common problem is that the original effect was illusory. Consider a famous experiment conducted over 20 years ago, in which customers in a high-end supermarket were offered free samples of jam from a choice of either six or 24 flavours. The wider choice was dramatically demotivating. Ten times as many people bought jam after being shown the smaller range.
    It is one of the most famous results in psychology; it has proved rather difficult to repeat in follow-up experiments. Perhaps the effect is completely non-existent, the result of a statistical fluke. Or perhaps the effect exists but with nothing like the force exhibited in the original experiment. Does anyone seriously believe your local supermarket would sell 10 times as much produce if only it simplified its product line?
    Another source of voltage drop is when the original effect does not generalise beyond unusual circumstances. One example is the Arch Deluxe, a hamburger launched by McDonald’s in 1996 with a marketing fanfare. The fast-food giant had every reason to expect success, because focus groups loved the Arch Deluxe.
    The problem is that the focus group enthusiasts were not a good guide to the attitude of the typical consumer. A person who signs up to take part in a McDonald’s focus group is probably someone who is crazy about McDonald’s or loves all kinds of burgers, or both.
    Even if the idea is real, and generalises to a wide audience, it may be difficult to repeat the performance once it ventures beyond the control of the original creative team. A pilot school may work well, but it is easier to hire 20 good teachers than 20,000. A brilliant chef can work in only one kitchen at a time.
    Pinning down a single explanation for voltage drops is impossible. The world is big, complex, and bewilderingly diverse. All the Cokes are the same. But schools and restaurants and comedy gigs and clinics are not much like Cokes. Perhaps the mystery is not that ideas often fail to scale. The mystery is that we ever convinced ourselves that they should.
What can be learned from the first three paragraphs?
选项 A、Some schemes in health or education are unreliable.
B、Brands usually scale up the production of products.
C、Some ideas fail to be implemented on a larger scale.
D、Voltage drop is inevitable for products and services.
答案C
解析 推断题。根据题干可定位至前三段。第三段第一句提到But not everything does (但并非一切都如此)。由此可见，并非所有产品或服务都能像可口可乐那样得到规模化发展，C项是对第三段的总结，故正确。A项属于主观臆断，第三段第三句提到，一些试点计划会带来令人轰动的结果，然而在发展到更大规模时就不了了之了。但不能因此推断出这些计划是不可靠的，故排除该选项。B项属于主观臆断，第一、二段提到可口可乐等品牌的产品或服务实现规模化，并非为了说明品牌通常会扩大产品生产的规模，而是为了说明一些想法能够实现规模化，故排除该选项。D项属于主观臆断，第三段最后一句提到“电压下降”，但并没指出这对产品和服务来说是不可避免的，故排除。故本题答案为C项。
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