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  3. Andy Warhol put it best. "You can be watching TV and see Coca-Cola, and you know that the President drinks Coke, and just think,

Andy Warhol put it best. "You can be watching TV and see Coca-Cola, and you know that the President drinks Coke, and just think,

admin2022-12-09  130
问题     Andy Warhol put it best. "You can be watching TV and see Coca-Cola, and you know that the President drinks Coke, and just think, you can drink Coke, too. All the Cokes are the same and all the Cokes are good."
    That is true not just for Coca-Cola. One could say much the same about a Hollywood movie, Gmail, Ikea bookshelves, Microsoft Office and YouTube. These products and services all "scale".
    But not everything does. Researchers have long studied pilot schemes such as public health initiatives or innovative schools. They dread the familiar phenomenon of the pilot delivering sensational results, only to fade at a larger scale. This dismaying tendency was called "voltage drop".
    So why does the voltage drop for so many promising ideas? One common problem is that the original effect was illusory. Consider a famous experiment conducted over 20 years ago, in which customers in a high-end supermarket were offered free samples of jam from a choice of either six or 24 flavours. The wider choice was dramatically demotivating. Ten times as many people bought jam after being shown the smaller range.
    It is one of the most famous results in psychology; it has proved rather difficult to repeat in follow-up experiments. Perhaps the effect is completely non-existent, the result of a statistical fluke. Or perhaps the effect exists but with nothing like the force exhibited in the original experiment. Does anyone seriously believe your local supermarket would sell 10 times as much produce if only it simplified its product line?
    Another source of voltage drop is when the original effect does not generalise beyond unusual circumstances. One example is the Arch Deluxe, a hamburger launched by McDonald’s in 1996 with a marketing fanfare. The fast-food giant had every reason to expect success, because focus groups loved the Arch Deluxe.
    The problem is that the focus group enthusiasts were not a good guide to the attitude of the typical consumer. A person who signs up to take part in a McDonald’s focus group is probably someone who is crazy about McDonald’s or loves all kinds of burgers, or both.
    Even if the idea is real, and generalises to a wide audience, it may be difficult to repeat the performance once it ventures beyond the control of the original creative team. A pilot school may work well, but it is easier to hire 20 good teachers than 20,000. A brilliant chef can work in only one kitchen at a time.
    Pinning down a single explanation for voltage drops is impossible. The world is big, complex, and bewilderingly diverse. All the Cokes are the same. But schools and restaurants and comedy gigs and clinics are not much like Cokes. Perhaps the mystery is not that ideas often fail to scale. The mystery is that we ever convinced ourselves that they should.
The author mentions the experiment of jam to show that________.
选项 A、simplifying product lines can lead to more sales
B、original success of an idea may be occasional
C、effect of a marketing tactic is non-reproducible
D、it is advisable to narrow down the range of products
答案B
解析 例证题。根据题干中的experiment和jam可定位至第四段。第二句说One common problem is that the original effect was illusory(一个常见的问题是，这些想法最初产生的效果是虚假的)。第五段作者提到，这个效果在后续实验中很难重复。由此可知，一个想法最初的成功效应可能是偶然的，故B项正确。A项属于是非混淆，第五段最后一句提到，会有人真的相信，只要简化产品线，当地超市的产品销量就会是现在的10倍吗?这是一个反问句，作者对此的答案是否定的，故排除该选项。C项属于主观臆断，作者提到果酱口味实验中的效果在后续实验中没有重复出现，但不能由此断定一个销售策略的效果是不可复制的，故排除该选项。D项属于主观臆断，作者提到在可选择的果酱口味较少时，购买果酱的人数是10倍，但不能由此推断所有缩小产品范围的做法都是明智的，故排除该选项。故本题答案为B项。
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