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, for example, is to interview 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．customers         B．salesmen          C．researchers        D．managers

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 find out customers' social needs

B．how to develop marketing strategies

C．how to do market research

D．how to encourage customers to spend more money

 

Answer 1

【答案】

1.D

2.D

3.D

4.C

【解析】

试题分析：本文是关于经理们获得市场信息，进行市场调研的具体的方法的介绍。

1.D 推理题。根据文章2,3,4段第一句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). 和Another way to get information from customers is to give them something.和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. 说明本文讲述的是经理们了解市场信息的多种方法，故本文最可能是写给这些经理的。故D正确。

2.D 细节题。根据第二段3,4,5行One way at supermarkets, for example, is to interview 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.说明在商场里询问顾客，是一个了解市场情况的好方法，故D正确。

3.D 推理题。根据本句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. This provides them with a perfect chance..可知这里的this就是指上句的dressed as Mickey Mouse or something like that.这种方法，故D正确。

4.C 主旨大意题。根据本文2,3,4段的主题句第一句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). 和Another way to get information from customers is to give them something.和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.可知本文是关于经理们获得市场信息，进行市场调研的具体的方法的介绍。故C正确。

考点：考查经济类短文阅读

点评：本文是关于经理们获得市场信息，进行市场调研的具体的方法的介绍。本文考查的推理题较多，属于主观题，是层次较高的题目。它包括判断和推理题。这两类题常常相互依存，推理是为了做出正确的判断，正确的判断又依赖于合乎逻辑的推理。该题要求在理解表面文字的基础上做出判断和推论，从而得到文章的隐含意思和深层意思，也就是通过文章中的文字信息，上下逻辑关系及事物的发展变化等已知信息，推断出作者没有直接表达的态度和观点。