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  3. The competition among producers of personal computers is essentially a race to get the best, most innovative products to the mar

The competition among producers of personal computers is essentially a race to get the best, most innovative products to the mar

admin2011-03-14  1
问题     The competition among producers of personal computers is essentially a race to get the best, most innovative products to the marketplace. Marketers in this environment frequently have to make a judgement as to their competitors’ role when making marketing strategy decisions. If major competitors are changing their products, then a marketer may want to follow suit to remain competitive. Apple Computer, Inc. has introduced two new, faster personal computers, the Mackintosh II and Mackintosh SE, in anticipation of the introduction of a new PC by IBM, one of Apple’s major competitors.
    Apple’s new computers are much faster and more powerful than its earlier models. The improved Mackintosh is able to run programs that previously were impossible to run on an Apple PC, including IBM-compatible (兼容的) programs. This compatibility feature illustrates computer manufacturers’ new attitude of giving customers the features they want. Making Apple computers capable of running IBM computers and thus more popular in the office, where Apple hopes to increase sales. Users of the new Apple can. also add accessories (附件) to make their machines specialize in specific uses, such as engineering and writing.
    The new computers represent a big improvement over past models, but they also cost much more. Company officials do not think the higher price will slow down buyers who want to step up to a more powerful computer. Apple wants to stay in the high-price end of the personal computer market to finance research for even faster, more sophisticated computers.
    Even though Apple and IBM are major competitors, both companies realize that their competitor’s computers have certain features that their own models do not. The Apple line has always been popular for its sophisticated color graphics (图形) , whereas the IBM machines have always been favored in offices. In the future, there will probably be more compatibility between the two companies’ products, which no doubt will require that both Apple and IBM change marketing strategies.
According to the passage, Apple Computer, Inc. Has introduced tile Mackintosh II and the Mackintosh SE because ______.
选项 A、IBM is changing its computer models continuously
B、it wants to make its machines specialize in specific uses
C、it wants to stay ahead f IBM in the competitive computer market
D、it expects its major competitor IBM to follow its example
答案C
解析 根据题中的信息得知，第一段最后一句，特别其中是in anticipation of the introduction of a new PC by IBM，one of Apple’s major competitors部分为解此题的依据。In anticipation of意思是：“抢先，占……之先”。苹果公司推出新产品是为了“在其主要竞争对手IBM公司推出新的个人微机前抢先一步”，也即要在充满竞争的计算机市场中走在IBM前面，因此C为正确选项。
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