Question

    If a business wants to sell its products internationally, it had better do some market research first. This is a lesson that some large American corporations have learned in the hard way.

What’s in the name?

Sometimes the problem is the name. When General Motors introduced its Chevy Nova into Latin America, it overlooked the fact that Nova in Spanish means “It doesn’t go”. Sure enough, the Chevy Nova never went anywhere in Latin America.

Translation problems

Sometimes it is the slogan that doesn’t work. No company knows this better than Pepsi-Cola, with its “Come alive with Pepsi!” campaign. The campaign was so successful in the United States that Pepsi translated its slogan literally (按字面意思的) for its international campaign. As it turned out, the translations were not quite right. Pepsi was begging Germans to “Come out of the grave” and telling the Chinese that “Pepsi brings your ancestors back from the grave.”

A picture is worth a thousand words

Other times, the problem involves packaging. A picture of a smiling baby has helped sell countless jars of Gerber baby food. When Gerber started selling baby food in Africa, they used the same packaging as in the US, with the smiling baby on the label. Later they learned that in African countries, the picture on the jar shows what the jar has in it, for many people there can’t read.

Twist of fate

Even culture and religious factors and pure coincidence can be involved. Thorn McAn shoes have a Thorn McAn “signature” inside. To people in Bangladesh, which is a Muslim country, this signature looked like Arabic script for the word Allah. In that country, feet are considered unclean, and Muslims felt the company was offending God’s name by having people walk on it.

1.From the text we learn that ________.

A.Chevy Nova was brought in Latin America

B.General Motors did the best market research of all companies

C.Pepsi still sold well in China owing to the translation problems

D.the “Come alive with Pepsi” campaign worked well in the US

2.What was Gerber’s problem?

A.A translation problem. B.Cultural factor.

C.Religious factor. D.The picture on the jar.

3.For what reason were Thorn McAn shoes turned down in Bangladesh?

A.They are not designed attractively.

B.Their advertisements are not persuasive.

C.A signature looking like the word Allah was in the shoes.

D.Problem for Thorn McAn was the company’s name.

4.The intended readers of the passage are ________.

A.product advertisers B.market researchers

C.managers of Sales Department D.businesses to promote products abroad

5.What does the text mainly tell us?

A.Lessons from some large corporations. B.How to make use of advertisements.

C.The importance of market research. D.The importance of packaging

Answer

1.D

2.D

3.C

4.D

5.C

【解析】

这是一篇说明文。本文以几个实例向我们展示一些商战中的教训，告知我们想要拓展国际市场，我们首先一定要做一些市场调查。

1.

细节理解题。根据第三段中The campaign was so successful in the United States that Pepsi translated its slogan literally (按字面意思的) for its international campaign.可知这一活动在美国非常成功，百事可乐公司甚至将其广告语逐字翻译成国际广告。由此可知，“Come alive with Pepsi”活动在美国效果很好。故选D。

2.

细节理解题。根据倒数第二段中Later they learned that in African countries, the picture on the jar shows what the jar has in it, for many people there can’t read.可知后来他们了解到，在非洲国家，罐子上的图案显示了罐子里的东西，因为那里的许多人不识字。由此可知，Gerber的问题出在包装图案上。故选D。

3.

细节理解题。根据最后一段中To people in Bangladesh, which is a Muslim country, this signature looked like Arabic script for the word Allah. In that country, feet are considered unclean, and Muslims felt the company was offending God’s name by having people walk on it.可知对孟加拉国这个穆斯林国家的人来说，这个签名看起来像阿拉伯字母“Allah”。在那个国家，脚被认为是不干净的，穆斯林认为该公司让人们踩在脚上是冒犯了Allah。由此可知，在孟加拉国，Thorn McAn鞋被拒绝的原因是鞋子上有一个签名，看起来像是“Allah”，人们认为把Allah的名字踩在脚底下是对Allah的冒犯。故选C。

4.

推理判断题。根据第一段If a business wants to sell its products internationally, it had better do some market research first. This is a lesson that some large American corporations have learned in the hard way.可知如果一个企业想要在国际上销售其产品，最好先做一些市场调查。这是一些美国大公司在经历了惨痛的教训后得到的教训。由此可推知，这篇文章的目标读者是那些想要在国外推销产品的企业。故选D。

5.

主旨大意题。根据第一段If a business wants to sell its products internationally, it had better do some market research first.可知如果一个企业想要在国际上销售其产品，最好先做一些市场调查。结合文章主要以几个实例向我们展示一些商战中的教训，告知我们想要拓展国际市场，我们首先一定要做一些市场调查。由此可推知，本文讲述了市场调查的重要性。故选C。