2. 外语
  3. Read the article below about Reebok. For the question 13—18, mark one letter A, B, C or D on your Answer Sheet for the answer y

Read the article below about Reebok. For the question 13—18, mark one letter A, B, C or D on your Answer Sheet for the answer y

admin2012-09-10  63
问题 Read the article below about Reebok.
For the question 13—18, mark one letter A, B, C or D on your Answer Sheet for the answer you choose.
    Reebok executives do not like to hear their stylish athletic shoes called "footwear for yuppies" . They contend that Reebok shoes appeal to diverse market segments, especially now that the company offers basketball and children’s shoes for the under-18 set and walking shoes for older customers not interested in aerobics or running. The executives also point out that through recent acquisitions they have added hiking boots, dress and casual shoes, and high performance athletic footwear to their product lines, all of which should attract new and varied groups of customers.
    Still, despite its emphasis on new markets, Reebok plans few changes in the upmarket retailing network that helped push sales to $ 1 billion annually, ahead of all other sports shoe marketers. Reebok shoes, which are priced from $ 27 to $ 85, will continue to be sold only in better specialty, sporting goods, and department stores, in accordance with the company’s view that consumers judge the quality of the brand by the quality of its distribution.
    In the past few years, the Massachusetts-based company has imposed limits on the number of its distributors (and the number of shoes supplied to stores), partly out of necessity. At times the unexpected demand for Reebok’s exceeded supply, and the company could barely keep up with orders from the dealers it already had. These fulfillment problems seem to be under control now, but the company is still selective about its distributors. At present, Reebok shoes are available in about five thousand retail stores in the United States.
    Reebok has already anticipated that walking shoes will be the next fitness-related craze, replacing aerobics shoes the same way its brightly colored, soft leather exercise footwear replaced conventional running shoes. Through product diversification and careful market research, Reebok hopes to avoid the distribution problems Nike came across several years ago, when Nike misjudged the strength of the aerobics shoe craze and was forced to unload huge inventories of running shoes through discount-stores.
What mistake that Nike had made?
选项 A、Misjudge the demand of the market.
B、Sell running shoes in low price.
C、Mistakenly believed that customer were crazy on the aerobics shoes.
答案A
解析 问题是“耐克公司曾经犯过什么错误?”短文在最后一段中提到了Nike，它的错误是mis-judged the strength of the aerobics shoe craze，其中的strength是指因craze而对市场造成的影响力度。所以这句话的意思是“错误地判断了消费者对有氧运动用鞋的狂热所能对市场造成的影响力度”，关键词在strength，并不是没有在消费者中产生狂热现象，而是对市场供需比例的判断发生了错误。所以选项C是错误的。而后文的was forced to unload huge inventories of running shoes through discount stores(被迫将大量积压的跑鞋放到打折店里倾销)，只是Nike出现错误之后不得已的做法。所以选项B也是错误的。只有A是正确的。
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