Question

As societies develop,their members start to see things not so much according to what they need,but according to what they want.When people have enough money,these wants become demands.

Now,it’s important for the managers in a company to understand what their customers want if they are going to develop effective marketing strategies(策略).There are various ways of doing this.One way at supermarkets(超市),for example,is to interview(采访)customers while they’re doing their shopping.They can be asked what they prefer to buy and then the results of the research can be studied.This provides information on which to base future marketing strategies.It’s also quite normal for top managers from department stores to spend a day or two each month visiting stores and mixing freely with the public,as if they were ordinary customers,to get an idea of how customers act.

Another way to get information from customers is to give them something.For example,some fast food restaurants give away tickets in magazines or on the street that permit customers to get part of their meal for nothing.As well as being a good way of attracting customers into the restaurants to spend their money,it also allows the managers to get a feel for where to attract customers and which age-groups to attract.

Another strategy used at some well-known parks such as Disneyland is for top managers to spend at least one day in their work,touring the park dressed as Mickey Mouse or something like that.This provides them with a perfect chance to examine the scene and watch the customers without being noticed.

1.The text is designed for ________.

A．managers	B．salesmen
C．researchers	D．customers

2.Which of the following can help managers get useful information?

A．Visiting customers themselves.

B．Giving customers free food on the street.

C．Visiting parks as ordinary customers.

D．Asking customers questions at supermarkets.

3.What does the word“this”underlined in the last sentence refer to?

A．Visiting Disneyland.

B．Wearing attractive clothes.

C．Acting Mickey Mouse.

D．Dressing up and walking around.

4.The main idea of the text is ________.

A．how to do market research

B．how to develop marketing strategies

C．how to find out customers’ social needs

D．how to encourage customers to spend more money

Answer

1.A

2.D

3.D

4.A

【解析】

1.这是一道主旨题。本文介绍了如何发现消费者的需求来制定销售策略，从而提高销售量。而且举了集中管理者采用的方法，所以主要是写给管理者的。

2.这是一道推断题。根据第二段“One way at supermarkets,for example,is to interview customers while they’re doing their shopping. ...This provides information on which to base future marketing strategies.”可知采访顾客(问顾客问题)是得到有用信息的一种方式。

3.这是一道指代题。根据上一句“Another strategy used at some well-known parks such as Disneyland is for top managers to spend at least one day in their work,touring the park dressed as Mickey Mouse or something like that.”可知this是指的上一句迪斯尼经理做的工作，也就是化妆后到处走。

4.这是一道主旨题。本文主要介绍了如何做市场调查获得由于的消费者信息，了解消费者需求，来制定销售策略。