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  3. Shoppers on Black Friday, the traditional start of the holiday shopping season in America, are very aggressive. Some even start

Shoppers on Black Friday, the traditional start of the holiday shopping season in America, are very aggressive. Some even start

admin2012-02-29  57
问题     Shoppers on Black Friday, the traditional start of the holiday shopping season in America, are very aggressive. Some even start queuing outside stores before dawn to be the first to lay their hands on heavily discounted goods. Despite the frenzy (疯狂) at many stores, however, the recession appears to have accelerated the pace at which shoppers are abandoning bricks and mortar (实体店) in favour of online retailers—e-tailers. So this year Black Friday also marks the start of many conventional retailers’ attempts to regain the initiative.
    E-commerce holds particular appeal in straitened times as it enables people to compare prices across retailers quickly and easily. Buyers can sometimes avoid local sales taxes online, and shipping is often free. No wonder, then, that online shopping continues to grow even as the offline sort shrinks.
    The shift in spending to the internet is good news for companies like P&G that lack retail outlets of their own. But it is a big concern for brick-and-mortar retailers, whose prices are often higher than those of e-tailers, since they must bear the extra expense of running stores. Happily, however, conventional retailers are in a better position to fight back than last year, when overstocking forced them to resort to destructive discounting.
    The most obvious response to the growth of e-tailing is for conventional retailers to redouble their own efforts online. The online arms of big retailers are performing well, on the whole.
    Retailers are also trying to make shopping seem fun and exciting to act against the economic gloom. One common tactic is to set up "pop-up" stores, which appear for a short time before vanishing again, to foster a sense of novelty (新奇) and urgency.
    Shoppers are increasingly looking for an "experience" when they go to stores, says Jack Anderson of Hornall Anderson, a branding and marketing firm, and are no longer interested in purely "transaction-based bricks and mortar stores". Apple, which encourages customers to try out its devices in its stores, is considered a pioneer of this strategy, and has attracted many imitators.
    Stores are also trying to lure customers by offering services that are not available online. Best Buy, a consumer-electronics retailer, has started selling music lessons along with its musical instruments. The idea is to bring people back to its shops regularly, increasing the likelihood that they will develop the habit of shopping there.
According to the passage, retailers launched pop-up stores to______.
选项 A、offer shoppers new and exiting experiences
B、cut down the extra expense of running stores
C、attract customers with destructive discounting
D、let customers learn about their products online
答案A
解析 根据题干中的pop-up stores将本题出处定位到第5段。该段提到，商家也在想方设法增加购物的乐趣和刺激感以应对经济低迷。最常见的策略是开设“弹出式”商店……给顾客以新鲜感和紧迫感。题干中的launched pop-up stores对应文中的set up“Pop-up”stores，故文中表目的的to do不定式即为本题的目的。[A]是文中的foster a sense of novelty and urgency的同义转述，故为答案。[B]、[C]、[D]均不是零售商开设“弹出式”商店的目的，故都排除。
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