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  3. Unfortunately sales results over the last year have failed to come up to our expectations. A number of factors have been respons

Unfortunately sales results over the last year have failed to come up to our expectations. A number of factors have been respons

admin2010-01-10  55
问题 Unfortunately sales results over the last year have failed to come up to our expectations. A number of factors have been responsible, but basically it is the result of too many companies chasing the microcomputer market which is no longer expanding as fast as it once was.
    Looking at the past year in detail, it must be admitted that the sales have declined considerably over the period. Our market share in wholesales has dropped from 21% to only 10%. The lack of a good local distributor in Asia has meant that our sales of the Obec series have collapsed despite the huge jump in the microcomputer market there during the past year. Our dominance of that part of the market has been lost to Strong, but once we find a new distributor we should come back strongly.
    Retail sales in general have been a problem. There has been a tendency for the big high street stores to concentrate on high volume turnover of a few fairly well-known makers. When they stopped promotion of the Obec 1500, sales slumped by 50%. We are negotiating a fresh marketing deal for the new Obec 1600. Once this is settled we expect a gradual rise in sales, which will be followed by a big TV advertising campaign at the appropriate time. What we are facing now is that we have not been able to push the Obec 1500 as much as we would have liked because of insufficient advertising.
    Most of our advertising budget went on the promotion of the Obec Extra before last Christmas. Unfortunately we have failed consistently to find the proper marketing strategy for the Extra, which has not been sold to either the leisure or the business market.
    The serious business market has performed worse than any other in the period under review. The main factor was the introduction of the new Legend 586 Plus, when sales reduced over a period of several months. With this background it is natural that sales of the Obec 1000 and 2000 have gone into a slide. They showed a slight upturn just after the introduction of the 586 Plus, only to crash again a few weeks later.
Which of the following is NOT a measure suggested by the author to win back the market?
选项 A、Find a new local distributor in Asia.
B、Launch a big TV advertising campaign for Obec 1600.
C、Try to find the proper marketing strategy for the Extra.
D、Introduce new products in the Asian market.
答案C
解析 细节题，该题考查对文章的整体把握能力，A、B、D选项均与原文意思相符，唯有C选项在原文里没有任何依据，第四段第二句说，Extra销售失利的原因是营销策略不当，并没有说到要通过改变营销策略挽回局面
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