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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  10
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.
Apple sells its new computers at high prices because ______.
选项 A、they have new features and price functions
B、they are more sophisticated than other models
C、they have new accessories attached
D、it want to accumulate funds for future research
答案D
解析 根据题中的信息找到第三段的最后一句为解此题的依据。句中finance是动词，意思是：“为……提供资金”。该句说：“苹果公司要以高价出售其个人微机以便为研制速度更快、功能更复杂的计算机提供资金。”D选项的意思与此相符，因此，D为正确答案。
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