Text3 Brands began as badges of product quality,going back at least as far as the medieval association of craftsmen who used them to distinguish their work.Now in providing consumers with.a host of fascinating facts,companies are striving to grant their brands"authenticity".Interbrand,a consultant on branding,describes authenticity as"an internal truth and capability",a"defined heritage"and a"well-grounded value set".Authenticity is being advertised as a cure for consumers'fading loyalty to brands.It is not hard to see why the old marketing magic is fading,in an age in which people can instantly learn truth about the things they are thinking about buying.Online reviews and friends'comments on social media help consumers see a product's underlying merits and demerits.For brands that lack any truly distinguishing features,that is bad news.The declining faith in brands is a greater threat to some types of products than others:snacks and household gadgets,say,as opposed to luxury handbags.But for a range of consumer goods,brands'strength as a signal of quality,and their power to open people's wallets,are fading,argue Itamar Simonson and Emanuel Rosen in their book,Absolute Value:What Really Influences Customers in the Age of Peifect Information.Surveys back up this conclusion.In North America consumers say they trust only about a fifth of brands,according to a poll by a marketing agency.Consumers seem particularly wary of big brands.About half ofAmerican shoppers say they trust small companies to do the right thing,compared with just 36%who say the same oflarge ones,reports a research firm.These opinions are starting to have effects.Of the top 100 consumers packaged-goods brands in America,90 lost market share in the year to July,according to a marketing firm.In big emerging markets,foreign-branded goods are losing their appeal,as shoppers realise that local products are no longer so inferior.The silver lining to the dark cloud looming over brands is that as people become better informed about products'underlying qualities,and more sceptical of marketing strategies,they are exhibiting a desire for brands that are"honest"and seem to have some identifiable merit.Inevitably,this is leading some marketers to embrace campaigns that seek to bring about the inexpressible quality of authenticity out of thin air.As the cynics among them might say:authenticity is the secret of success;once you fake it,you've got it made.32.Itamar Simonson and Emanuel Rosen point out thatA.brands still have the power to guide customers.B.people are more loyal to some specific household products.C.customers ofluxury handbags always have the faith on brands.D.big companies have greater influence than that of small companies.
Text3 Brands began as badges of product quality,going back at least as far as the medieval association of craftsmen who used them to distinguish their work.Now in providing consumers with.a host of fascinating facts,companies are striving to grant their brands"authenticity".Interbrand,a consultant on branding,describes authenticity as"an internal truth and capability",a"defined heritage"and a"well-grounded value set".Authenticity is being advertised as a cure for consumers'fading loyalty to brands.It is not hard to see why the old marketing magic is fading,in an age in which people can instantly learn truth about the things they are thinking about buying.Online reviews and friends'comments on social media help consumers see a product's underlying merits and demerits.For brands that lack any truly distinguishing features,that is bad news.The declining faith in brands is a greater threat to some types of products than others:snacks and household gadgets,say,as opposed to luxury handbags.But for a range of consumer goods,brands'strength as a signal of quality,and their power to open people's wallets,are fading,argue Itamar Simonson and Emanuel Rosen in their book,Absolute Value:What Really Influences Customers in the Age of Peifect Information.Surveys back up this conclusion.In North America consumers say they trust only about a fifth of brands,according to a poll by a marketing agency.Consumers seem particularly wary of big brands.About half ofAmerican shoppers say they trust small companies to do the right thing,compared with just 36%who say the same oflarge ones,reports a research firm.These opinions are starting to have effects.Of the top 100 consumers packaged-goods brands in America,90 lost market share in the year to July,according to a marketing firm.In big emerging markets,foreign-branded goods are losing their appeal,as shoppers realise that local products are no longer so inferior.The silver lining to the dark cloud looming over brands is that as people become better informed about products'underlying qualities,and more sceptical of marketing strategies,they are exhibiting a desire for brands that are"honest"and seem to have some identifiable merit.Inevitably,this is leading some marketers to embrace campaigns that seek to bring about the inexpressible quality of authenticity out of thin air.As the cynics among them might say:authenticity is the secret of success;once you fake it,you've got it made.32.Itamar Simonson and Emanuel Rosen point out that
A.brands still have the power to guide customers.
B.people are more loyal to some specific household products.
C.customers ofluxury handbags always have the faith on brands.
D.big companies have greater influence than that of small companies.
B.people are more loyal to some specific household products.
C.customers ofluxury handbags always have the faith on brands.
D.big companies have greater influence than that of small companies.
参考解析
解析：事实细节题。第三段第一句提到，奢侈品手提包品牌的忠诚度比零食和家用器具下降要小，故选C项。【干扰排除】A项，第三段提到品牌影响力下降，故A项错误；B项，第三段提到日用品消费者对品牌信心日益减弱，故B项错误；D项，第四段提到人们更相信小公司，故D项错误。
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Text3 Brands began as badges of product quality,going back at least as far as the medieval association of craftsmen who used them to distinguish their work.Now in providing consumers with.a host of fascinating facts,companies are striving to grant their brands"authenticity".Interbrand,a consultant on branding,describes authenticity as"an internal truth and capability",a"defined heritage"and a"well-grounded value set".Authenticity is being advertised as a cure for consumers'fading loyalty to brands.It is not hard to see why the old marketing magic is fading,in an age in which people can instantly learn truth about the things they are thinking about buying.Online reviews and friends'comments on social media help consumers see a product's underlying merits and demerits.For brands that lack any truly distinguishing features,that is bad news.The declining faith in brands is a greater threat to some types of products than others:snacks and household gadgets,say,as opposed to luxury handbags.But for a range of consumer goods,brands'strength as a signal of quality,and their power to open people's wallets,are fading,argue Itamar Simonson and Emanuel Rosen in their book,Absolute Value:What Really Influences Customers in the Age of Peifect Information.Surveys back up this conclusion.In North America consumers say they trust only about a fifth of brands,according to a poll by a marketing agency.Consumers seem particularly wary of big brands.About half ofAmerican shoppers say they trust small companies to do the right thing,compared with just 36%who say the same oflarge ones,reports a research firm.These opinions are starting to have effects.Of the top 100 consumers packaged-goods brands in America,90 lost market share in the year to July,according to a marketing firm.In big emerging markets,foreign-branded goods are losing their appeal,as shoppers realise that local products are no longer so inferior.The silver lining to the dark cloud looming over brands is that as people become better informed about products'underlying qualities,and more sceptical of marketing strategies,they are exhibiting a desire for brands that are"honest"and seem to have some identifiable merit.Inevitably,this is leading some marketers to embrace campaigns that seek to bring about the inexpressible quality of authenticity out of thin air.As the cynics among them might say:authenticity is the secret of success;once you fake it,you've got it made.35.The author's attitude to brands'authenticity isA.supportive.B.sarcastic.C.indifferent.D.regretful.
Text3 Brands began as badges of product quality,going back at least as far as the medieval association of craftsmen who used them to distinguish their work.Now in providing consumers with.a host of fascinating facts,companies are striving to grant their brands"authenticity".Interbrand,a consultant on branding,describes authenticity as"an internal truth and capability",a"defined heritage"and a"well-grounded value set".Authenticity is being advertised as a cure for consumers'fading loyalty to brands.It is not hard to see why the old marketing magic is fading,in an age in which people can instantly learn truth about the things they are thinking about buying.Online reviews and friends'comments on social media help consumers see a product's underlying merits and demerits.For brands that lack any truly distinguishing features,that is bad news.The declining faith in brands is a greater threat to some types of products than others:snacks and household gadgets,say,as opposed to luxury handbags.But for a range of consumer goods,brands'strength as a signal of quality,and their power to open people's wallets,are fading,argue Itamar Simonson and Emanuel Rosen in their book,Absolute Value:What Really Influences Customers in the Age of Peifect Information.Surveys back up this conclusion.In North America consumers say they trust only about a fifth of brands,according to a poll by a marketing agency.Consumers seem particularly wary of big brands.About half ofAmerican shoppers say they trust small companies to do the right thing,compared with just 36%who say the same oflarge ones,reports a research firm.These opinions are starting to have effects.Of the top 100 consumers packaged-goods brands in America,90 lost market share in the year to July,according to a marketing firm.In big emerging markets,foreign-branded goods are losing their appeal,as shoppers realise that local products are no longer so inferior.The silver lining to the dark cloud looming over brands is that as people become better informed about products'underlying qualities,and more sceptical of marketing strategies,they are exhibiting a desire for brands that are"honest"and seem to have some identifiable merit.Inevitably,this is leading some marketers to embrace campaigns that seek to bring about the inexpressible quality of authenticity out of thin air.As the cynics among them might say:authenticity is the secret of success;once you fake it,you've got it made.34.The silver lining to the dark cloud over brand refers toA.some distinctive advantages.B.campaigns on the quality of authenticity.C.authentic description ofproducts.D.faking authenticity of brands.
Text3 Brands began as badges of product quality,going back at least as far as the medieval association of craftsmen who used them to distinguish their work.Now in providing consumers with.a host of fascinating facts,companies are striving to grant their brands"authenticity".Interbrand,a consultant on branding,describes authenticity as"an internal truth and capability",a"defined heritage"and a"well-grounded value set".Authenticity is being advertised as a cure for consumers'fading loyalty to brands.It is not hard to see why the old marketing magic is fading,in an age in which people can instantly learn truth about the things they are thinking about buying.Online reviews and friends'comments on social media help consumers see a product's underlying merits and demerits.For brands that lack any truly distinguishing features,that is bad news.The declining faith in brands is a greater threat to some types of products than others:snacks and household gadgets,say,as opposed to luxury handbags.But for a range of consumer goods,brands'strength as a signal of quality,and their power to open people's wallets,are fading,argue Itamar Simonson and Emanuel Rosen in their book,Absolute Value:What Really Influences Customers in the Age of Peifect Information.Surveys back up this conclusion.In North America consumers say they trust only about a fifth of brands,according to a poll by a marketing agency.Consumers seem particularly wary of big brands.About half ofAmerican shoppers say they trust small companies to do the right thing,compared with just 36%who say the same oflarge ones,reports a research firm.These opinions are starting to have effects.Of the top 100 consumers packaged-goods brands in America,90 lost market share in the year to July,according to a marketing firm.In big emerging markets,foreign-branded goods are losing their appeal,as shoppers realise that local products are no longer so inferior.The silver lining to the dark cloud looming over brands is that as people become better informed about products'underlying qualities,and more sceptical of marketing strategies,they are exhibiting a desire for brands that are"honest"and seem to have some identifiable merit.Inevitably,this is leading some marketers to embrace campaigns that seek to bring about the inexpressible quality of authenticity out of thin air.As the cynics among them might say:authenticity is the secret of success;once you fake it,you've got it made.31.According to the first two paragraphs,which one is TRUE about brands?A.Brands were originally designed to exaggerate the quality ofproducts.B.Marketing has the magic to promote the loyalty to brands in this age.C.Brands without outstanding features can also win the market.D.Customers depend on online reviews ofproducts rather than advertisements.
We can learn from the passage that__________.A.recycled tissue products are usually of bad qualityB.few consumers want to buy recycled-toilet paperC.in Europe west forests are used to product household paperD.consumers don't like non-recycled products
共用题干Waste Not,Want Not1 Bob and Clara Darlington,who own and run a farm in the North of England,have always looked for new ways of making money out of the produce they grow.Their success began when they established a shop on their farm so that people could come and buy fresh vegetables directly from them.2 The business was an immediate success,and soon scored top marks in a competition set up by the Farm Retail Association to find the best farm shop in the country.The Association's inspectors found the Darlingtons' shop offered excellent service and value for money as well as quality fruit and vegetables.3 Clara Darlington is a trained chef and,in addition to a range of home-grown foods and other local produce,she began offering a variety of prepared meals which she had made herself in the farmhouse kitchen. A small cafe alongside the farm shop was soon added,with everything that visitors could taste on the menu also being for sale in the shop.4 Clara admits that starting the business was expensive,and she has worked very hard,but maintains that if the product is good,the public will recognize this and buy it."I aim to offer the highest quality to our cus- tomers,whether they come in for a loaf of bread,or take a whole dinner-party menu.I take it as a compliment （恭维）if people take home one of my dishes to serve to their family and friends and get away with preten- ding they made it themselves."5 The couple realized that they had a surplus of misshapen or damaged vegetables grown on the farm which were unsuitable for selling in the shop.Clara,not wishing to see them get thrown away,decided to turn them into soup.6 The soup met with the immediate approval of customers to the shop and Clara now produces ten different varieties. She spent much of the summer traveling up and down to London by rail,doing presentations of the soups.As a result,they are now served in first-class railway restaurant cars belonging to three companies as well as being stocked by a number of high-class London stores.Clara spent much of the summer going to London to__________.A:sell fresh vegetablesB:turned them into soupC:sell as much as possibleD:promote her soupsE:fill a gap in the marketF: offered a variety of prepared meals
A.invite constant conflicts with passionate consumers B.can be used to produce negative effects in marketing C.may be responsible for fiercer competition D.deserve all the negative comments about them
Project Quality Management must address the management of the project and the（）ofthe project. While Project Quality Management applies to all projects,regardless of the nature of their product, product quality measures and techniques are specific to the particular type of product produced by the project.A、performanceB、processC、productD、object
问答题And if the weather is used to make political points, then so of course, is clothing. The one essential and multipurpose item of clothing for modern Britain is, of course, denim jeans. Worn by everyone outside working hours from royalty to the woman in the street, jeans are the symbol of a casual and classless approach to life. In the informal environments of universities the only suits are worn by administrators—hence the pejorative name for these bureaucrats as “the suits”. Everyone else from professor to undergraduate can be seen carrying out their tasks in blue denim in various states of repair. The most fashionable young men and women will be seen in jeans that are either far too big or far too small for them, with holes, patches, badges, sequins or drawings on them. However, most of us prefer our jeans plain, draught proof and comfortable!
单选题According to the author, consumers’ best policy towards advertising is ______Ato doubt its truthBto disbelieve itCto distinguish between what is true and what is not trueDto know what products the advertiser is going to sell
问答题Practice 7 Bob and Clara Darlington, who own and run a farm in the North of England, have always looked for new ways of making money out of the produce they grow. Their success began when they established a shop on their farm, so that people could come and buy fresh vegetables directly from them. The business was an immediate success, and soon scored top marks in a competition set up by the Farm Retail Association to find the best farm shop in the country. The Association’s inspectors found the Darlingtons’ shop offered excellent service and value for money as well as quality fruit and vegetables. Clara Darlington is a trained chef and, in addition to a range of home-grown foods and other local produce, she began offering a variety of prepared meals which she had made herself in the farm-house kitchen. A small cafe alongside the farm shop was soon added, with everything that visitors could taste on the menu also being for sale in the shop. Clara admits that starting the business was expensive, and she has worked very hard, but maintains that if the product is good, the public recognize this and buy it. “I aim to offer the highest quality to our customers, whether they come in for a loaf of bread, or take a whole dinner-party menu. I take it as a compliment （恭维） if people take home one of my dishes to serve to their family and friends and get away with pretending they made it themselves.”