Noonedisagreeswiththeeconomicnecessityofgeographical...

问题详情：

    No one disagrees with the economic necessity of geographically extending a product. Not only does it increase turnover(营业额)but also it makes economies of scale possible, thus giving companies a competitive advantage in local markets. But how far do we push the global idea? Should we globalize all aspects of a brand: its name, its creative concept and the product itself?

    Global branding suggests the wish to extend all three aspects throughout the world. Rarely, though, is it realistic and profitable to extend all of them. The Mars brand, for instance, is not absolutely global. The Mars chocolate bar is sold as an all-round nutritious snack in the UK and as an energizer in other European regions (different concepts and positioning for the same physical product). Nestle adapts the taste of its worldwide brands to local market. The Nescafe(*）vary worldwide.

    Nowhere  is Stylization more desirable than in sectors that centre on mobility, such as car rental and airline industries，When a brand in these sectors is seen as being international, its authority and expertise are automatically accepted. Companies such as Hertz, Avis and Europcar globalized their advertising campaigns by portraying typical images such as a busy executive(主管) Italian businessman will identify more with a humed businessman who is not Italian than with an italian who is not a businessman.

    The main aim of such global marketing campaigns is not to increase sales but to maximize profitability. For example, instead of bringing out different TV advertisements for each country, a firm can use a single film for one McCann-Erikson agency is proud of fact it has 

saved Coca-Cola $90 million over the past 20 years by producing commercials with global  appeal.

     Social and cultural developments provide a favorable platform for an effort  to stand out from others, young people seek new models on which to build their are then open to influence from abroad. When drinking Coca-Cola, we all drink the American myth - fresh, young, dynamic, powerful, all-American images. Nike tells younj surpass themselves, to transcend the confines of their race and culture.

     Globalization is also made easier when a brand is built around a cultural stereotype (固有印象), BOSCH, Siemens, Mercedes and BMW rest secure on the “Made in Germany ”model,which opens up the global market since the stereotype goes beyond national boundaries.

    People everywhere associate the stereotype with outstanding perform example: it is built on the classic Italian image of tomato sauce, pasta, a carefree way of life,songs and sun. IKEA furniture epitomizes(成为......的典范）Sweden. Lancome  expresses the elegance of the French woman.

     Certain organizational factors ease the shift to a global brand. Americ are naturally geared towards globalization because marketing in their h already treats America as a single entity despite its social and cultural differences.

    Another organizational factor concerns the way US companies first Many set up European headquarters, usually based in Brussels or London. I was considered a single and homogeneous(同*质的）area.

    Finally, a single center of production is also a great advantage. Procter & European production of detergents(洗涤剂）in its Amiens factory. This standardization and enables innovations to spread to all countries at once, thu； a competitive advantage over local rivals and ensuring the continued growth and success of the  brand.

65. By mentioning the cases of Mars and Nestle, the author suggests that     .

nding products worldwide is of great importance to every company

B. a global brand may not be really global in every aspect

C. an effective marketing stratecv

  Mars and Nestle brands compete flercely against each in the global

market

h of the following statements is NOT true according to the passage?

rental and airline industries need globalization the most

aim of advertising  campaigns conducted for a specific region is mainly to maximize profitability.

C. The  young  are influenced greatly by globalization.

any  may be better adapted to globalization.

67. According to the passage ,which of he following may promote global

 branding?

A.A compay's investment in advertising campaigns.

innovative concepts of the products.

al and cultural devevopments as well as cultural steretypes.

D. The  cooperation among compainies all over the world.

underlined phrase “geared towards” in Paragraph 8 is closest in meaning to “         ”.

A. suitable for B.  good at C.  designed for

69. What's the author’s attitude towards global branding?

A. Favorable.   B.  Worried.    C.  Cautious.   i

70. What does the passage mainly discuss?

A. The world-famous companies and their global marketing campaigns.

B. Global branding and its contributive factors.

C. Great changes in the global market.

D. Globalization and its possible influence on the global market.

【回答】

BDCAAB

知识点：阅读理解

题型：阅读理解