Question

    In ancient Egypt, a shopkeeper discovered that he could attract customers to his shop simply by making changes to its environment. Modern businesses have been following his lead, with more tactics (策略).

One tactic involves where to display the goods. For example, stores place fruits and vegetables in the first section. They know that customers who buy the healthy food first will feel happy so that they will buy more junk food (垃圾食品) later in their trip. In department stores, the women’s shoe section is generally next to the women’s cosmetics (化妆品) section: while the shop assistant is going back to find the right size shoe, bored customers are likely to wander over and find some cosmetics they might want to try later.

Besides, businesses seek to appeal to customers’ senses. Stores notice that the smell of baked goods encourages shopping, so they make their own bread each morning and then fan the bread smell into the store throughout the day. Music sells goods, too. Researchers in Britain found that when French music was played, sales of French wines went up.

When it comes to the selling of houses, businesses also use highly rewarding tactics. They find that customers make decisions in the first few seconds upon walking in the door, and turn it into a business opportunity. A California builder designed the structure of its houses smartly. When entering the house, the customer would see the Pacific Ocean through the windows, and then the pool through an open stairway leading to the lower level. The instant view of water on both levels helped sell these $ 10 million houses.

1.Why do stores usually display fruits and vegetables in the first section?

A.To save customers time. B.To show they are high quality foods.

C.To help sell junk food. D.To sell them at discount prices.

2.According to Paragraph 3, which of the following encourages customers to buy?

A.Opening the store early in the morning. B.Displaying British wines next to French ones.

C.Inviting customers to play music. D.Filling the store with the smell of fresh bread.

3.What is the California builder’s story intended to prove?

A.The house structure is a key factor customers consider.

B.The more costly the house is, the better it sells.

C.An ocean view is much to the customers’ taste.

D.A good first impression increases sales.

4.What is the main purpose of the passage?

A.To explain how businesses turn people into their customers.

B.To introduce how businesses have grown from the past.

C.To report researches on customer behavior.

D.To show dishonest business practices.

Answer

1.C

2.D

3.D

4.A

【解析】

这是一篇说明文。自从古埃及的一家店主发现了可以通过改变商场的环境吸引顾客以来，现代社会中越来越多的商场采用了这种商业战略。即利用商店的布局，物品的摆设，甚至食品的气味来刺激顾客对商品的购买。此外，房地产的销售部门也在使用这一高回报的销售策略。

1.细节理解题。根据第二段They know that customers who buy the healthy food first will feel happy so that they will buy more junk food(垃圾食品) later in their trip.可知，他们知道，首先购买健康食品的顾客会感到高兴，因此他们会在以后的旅行中购买更多的垃圾食品。所以把水果放在显眼的位置是为了吸引消费者，然后在不知不觉中购买稍后要看到的那些垃圾食品。故选C。

2.推理判断题。根据第三段内容Stores notice that the smell of baked goods encourages shopping可知，商店注意到烘焙食品的味道鼓励购物。由此判断出烤面包的味道能够起到刺激消费者购买的目的。故选D。

3.推理判断题。文章末段提出They find that customers make decisions in the first few seconds upon walking in the door, and turn it into a business opportunity.可知，他们发现顾客在进门的最初几秒钟就做出决定，这就是一个商机。然后讲述加利福尼亚卖房者的故事，由此判断加州建筑商的故事想要证明良好的第一印象会增加销售额。故选D。

4.推理判断题。自从古埃及的一家店主发现了可以通过改变商场的环境吸引顾客以来，现代社会中越来越多的商场采用了这种商业战略。即利用商店的布局，物品的摆设，甚至食品的气味来刺激顾客对商品的购买。此外，房地产的销售部门也在使用这一高回报的销售策略。所以这篇短文的主要目的是解释企业如何把人变成顾客。故选A项。