2. 考研
  3. Rarely have the Christmas results for Britain’ s supermarkets been awaited with such anxiety. Most of them, especially the marke

Rarely have the Christmas results for Britain’ s supermarkets been awaited with such anxiety. Most of them, especially the marke

admin2016-01-30  24
问题     Rarely have the Christmas results for Britain’ s supermarkets been awaited with such anxiety. Most of them, especially the market leader, Tesco, struggled in 2014. The hard-discount stores, Aldi and Lidl, continued to undercut them, gobbling up market share, while falling food prices ate into their profits.
    Asda’s boss, Andrew Clarke, has warned of more challenging times ahead. Yet the lesson from these results is clear. Grocers with a clearly defined position in the market will continue to prosper, but for those without one there is more pain to come. Thus Waitrose, for instance, has remained resolutely and distinctly posh. It has refused to chase the upstart discounters by reducing prices, as mid-market rivals have done.
    Natalie Berg of Planet Retail, a research organization argues that the key to survival in a ferociously competitive groceries market is to offer the customer a brand that is "clear, targeted and consistent." Waitrose, at the top end of the market, does this well, as do Lidl and Aldi at the bottom. The rest are stranded in the middle, trying to be all things to all people. This week, for instance, As da, Sainsbury’s and Tesco announced further price cuts. That might fend off the discounters for a bit. It will also muddy perceptions of who their target customers really are.
    But it is not all gloom for the supermarkets. A more clement economic environment should help all of them. Tumbling fuel prices and—a novelty, this—rising real wages will put more money in shoppers’ pockets. The results also demonstrate that supermarkets are rewarded for a strong internet presence. Again, Waitrose has done well here: grocery sales through its online service grew by 26% over the Christmas period compared with a year ago. Most of the supermarkets are trying out new digital gizmos to make shopping easier. Waitrose is experimenting with a home-scanning device called Hiku. This will allow people to scan barcodes on Waitrose products at home to add them to their online shopping basket.
    There are grounds for optimism even at Tesco, argues Bryan Roberts, an analyst at Kantar Retail. For a couple of years its stores in London have done better than those in the rest of the country. Store managers in the capital have enjoyed more autonomy to fill their shelves with products suited to the people who live or work in the local area. Devolution seems simple, but effective.
The clear lessen in Paragraph 2 means grocers should______.
选项 A、chase the upstart discounters
B、have target market
C、reduce prices
D、have middle-market rivals
答案B
解析 根据题干定位到第二段。原文Yet the lesson from these results is clear．接下来讲到Grocers with a clearly defined position in the market will continue to prosper，but for thosewithout one there is more pain to come．并以Waitrose为例说明。由此可见，the lesson指的就是零售商要有清晰的目标市场。因此B项为正确答案。A项“追随暴富的折扣店”．C项“降低价格”，D项“有中端市场的竞争对手”，均与题意不符。
转载请注明原文地址:https://kaotiyun.com/show/sesZ777K
0

考研英语一

相关试题推荐
随机试题
最新回复(0)