As a new superstore will attract more cars and pollution to an area, this is taken in

A.3件

B.4件

C.5件

NEW TRENDS IN RETAILING

In past years retailers in North America have sounded a consistent theme: Bigger is better. Superstores increased in number and spread rapidly, often at the expense of smaller, family-owned retail stores. Today these superstores are more than 50 percent larger than in the 1980's and can be over 30,000 square meters in size.

But small retail stores are now making a comeback. Many of the largest retailers have begun experimenting with small-store formats. Rather than operating the small stores as separate outlets, though, the companies are managing all the stores in an area together as a closely knit network. By distributing small outlets throughout an area, a retailer can guarantee that one of them will almost always be closer to a given shopper than the superstore at the edge of town. Moreover, small stores are often located within walking distance of public transportation, and, once inside, customers can easily find the products they are looking for.

One advantage of the big stores has been the variety of products they are able to carry because they are so large. One way that has been found to increase variety in small stores is to use electronic kiosks for online shopping. Although the number of products in the stores is small, there are enough actual items to inform. customers about the range and quality of products. Customers are then offered computer access to a Web site that provides the full product line.

With regard to costs, small stores that are managed as networks have become as inexpensive to operate as superstores. By combining the orders of these stores, for instance, retailers can take advantage of the full-truckload delivery price rather than incur the higher cost of partial truckload deliveries.

What is implied about the kind of stores preferred by customers in North America？

A．They have many products made by the same manufacturer.

B．They have many sales during the year.

C．They carry many different kinds of products.

D．They sell famous brands of electronics equipment.

A．Nissan trying to attract the young with promotional blogs and a videogame.

B．Sony offering a racing game for players to virtually drive the latest model.

C．Toyota Motors opening an auto mall as part of a suburban shopping complex.

D．Apple moving its products out of the soulless superstore and into retail spaces.

A.2分钟

B.5分钟

C.3分钟

A．Nissan trying to attract the young with promotional blogs and a videogame.

B．Sony offering a racing game for players to virtually drive the latest model.

C．Toyota Motors opening an auto mall as part of a suburban shopping complex.

D．Apple moving its products out of the soulless superstore and into retail spaces.

According to the passage, the author ______.

A．is mad at Britain's prevention of superstores.

B．is in favor of France's restrictions on big stores.

C．is impartial and makes no tendentious statements.

D．has made some favorable comments on retailers.

A．would only succeed should the density of repeat customers have been greater than

B．will succeed only should the density of repeat customers be more numerous than

C．will succeed only if the density of repeat customers is greater than

D．should only succeed with a repeat customer density of greater than

E．will succeed only with repeat customer density being greater than

？Read this text taken from an article about Marketing Communications.

？Choose the best sentence to fill each of the gaps.

？For each gap 9—14, mark one letter (A—H) on your Answer Sheet.

？Do not use any letter more than once.

Many management writers have discussed the idea of satisfying customers’ needs and wants. H Despite the vast amount of information available on customers, finding out exactly what they require is a challenge that certain companies, such as Sainsbury's and Marks and Spencer, have found extraordinarily difficult to meet. (9) . In a report written by the research company Business Intelligence,50% of companies felt that their marketing communications were ineffective and 85 % said that any attempt to gain customer loyalty failed.

The two extremes of marketing can be summarized by looking at the difference between the East and the West. (10) . Biros, socks, Light bulbs—if it can be made and distributed then there is a market. In the prosperous West, it is the other extreme. Such is the attraction of profit that the marketing specialists are competing with some incredibly sophisticated advertising for some rather simple products! (11) . The Internet is also adding another dimension to the marketing process as is the growing resistance to subtle, clever advertising, which seems to have lost its edge in the marketplace.

Out of this turmoil there has evolved another definition of marketing known as customer relationship marketing(CRM). Customers are much less loyal than they used to be and can afford to chop and change. (12) .

Microsoft did this by reorganizing the business around the customer, splitting itself into four new divisions which focus on the customer. (13) . The call centers are likely to form. the basis of the future of marketing, although there is little evidence that they will work. (14) .

A The choice is seemingly endless, with a typical superstore stocking between 20,000 and 25,000 different lines totaling between two and four million products per store.

B In the spring of 1999,both companies announced heavy falls in profit largely due to their inability to listen to and respond to the customer.

C Consumers also dislike the synthesized voice which asks you to press certain numbers on the keypad, depending on the service required.

D Although there will always be a place and function for marketing, it is unclear whether the traditional product or brand manager will still have a job in the twenty-first century, having been replaced by customer relations managers on the end of a telephone.

E In Russia, if there is a queue, you are advised to join as it means a manufacturer has actually produced something, regardless of whether there is a specific need.

F Some companies now have customer call centers which are set up with the sole objective of handling complaint, Inquiries and after sales service.

G It is estimated that winning over a new customer can cost up to five times as much as keeping a customer, so a new definition of marketing has evolved which is identifying, attracting and retaining the most valuable customers to sustain profitable growth.

H Although the two are different, companies spend billions of pounds on market research with a view to targeting the potential customer in a more precise way.

(9)

A.选择似乎是无穷无尽的，一家典型的超市库存20，000到25，000类商品，货品总量达200万到400万件。

B.选择似乎是无止境的，一家典型的超市，每家店的产品总库存在2万到2.5万条不同的线之间，总计在200万到400万条之间。