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1、 2023年雅思考试阅读题型详解带答案 Corporate social Responsibility -a new concept ofmarket Maybe Ben Jerrys and The Body Shop set themselves up for a fall by appearing to have a monopoly on nuking an honest buck. But their struggles are a lesson on how little we know about the minefield of ethical marketing. The B
2、ody Shop, along with the American ice cream maker Ben and Jerrys, was hailed as a new breed of green, or environmentally conscious, business. Ben and Jerrys A Ben jerrys offers a very sweet benefits package to employees. First, every one of the 700+ Ben Jerrys workers is entitled to three free pints
3、 of ice cream, sorbet or frozen yogurt per day worked. (Some workers even use allotments of their free treats to barter for other goods and services in town such as haircuts). Beyond the freebies,personnel receives a 50% discount on the companys frozen goodies, a 40% discount on merchandise and a fu
4、rther 30% break on non-Ben Jerrys foods at company outlets. B Workers are further entitled to be paid family leave and may take advantage of the Employee Stock Purchase Program to purchase company stock (after six months with the organization) at a 15% discount. Beginning in 1998, 316 stock options
5、are awarded to each worker (excluding directors and officers) and stock is also assigned to each employees 401K plan at the end of the calendar year. These contributions are intended to achieve the companys goal of linked prosperity, i.e. to assure that future prosperity is widely shared by all empl
6、oyees. C Other benefits include: Health insurance, including coverage for well baby-care and mammograms Life insurance (twice the employees annual salary) Dental insurance Long-term disability plan paying 60% of salary six months after disability for duration of disability Short-term disability plan
7、 paying 60% of salary for six months Maternity leave with full pay for six weeks after delivery The Body Shop D History of The Body Shop Anita Roddick started The Body Shop with a mere 4,000 and a dream. With over 1,900 stores in 50 countries. The Body Shop was founded in 1976 in Brighton, England.
8、From her original shop, which offered a line of 25 different lotions, creams, and oils, Roddick became the first successful marketer of body care products that combined natural ingredients with ecologically-benign manufacturing processes. Her companys refusal to test products on animals, along with
9、an insistence on nonexploitative labor practices among suppliers around the world, appealed especially to upscale, mainly middleclass women, who were and have continued to be the companys primary market As sales boomed, even the conservative financial markets approved of The Body Shops impressive pr
10、ofit picture, and a public stock offering in 1984 was successful. An expansion campaign followed. In 1988 the company entered the U.S. market by opening a store in New York City, and by 1997 the company boasted 1,500 stores, including franchises, in 47 countries. Anti-marketing seemed to be smart ma
11、rketing, at least as far as The Body Shop was concerned. E Part of the secret of The Body Shops early success was that it had created a market niche for itself. The company was not directly competing against the traditional cosmetics companies, which marketed their products as fashion accessories de
12、signed to cover up flaws and make women look more like the fashion models who appeared in their lavish ads. Instead, The Body Shop offered a line of products that promised benefits other than appearancehealthier skin, for instancerather than simply a better-looking complexion. The company is known f
13、or pioneering the natural-ingredient cosmetic market and establishing social responsibility as an integral part of company operations. The Body Shop is known for its ethical stances, such as its monetary donations to the communities in which it operates, and its business partnerships with developing
14、 countries. In 1988 Roddick opened her first store in the United States, and by that timethrough various social initiatives such as the Stop the Bum campaign to save the Brazilian rainforest (the source of many of the companys natural ingredients，and strong support of employee volunteerismThe Body S
15、hop name had become synonymous with social activism and global preservation worldwide. The company had also become immensely profitable. F By the mid-1990s, however. The Body Shop faced growing competition, forcing it to begin its first major advertising initiative, the most prominent part of which
16、was the “Ruby” campaign. The campaign was personified by Ruby, a doll with Rubenesque proportions who was perched on an antique couch and who looked quite pleased with herself and her plump frame. Randy Williamson, a spokesperson for The Body Shop, said, “Ruby is the fruit of our long-established pr
17、actice of challenging the way the cosmetic industry talks to women. The Ruby campaign is designed to promote the idea that The Body Shop creates products designed to enhance features, moisturize, cleanse, and polish, not to correct flaws. The Body Shop philosophy is that there is real beauty in ever
18、yone. We are not claiming that our products perform miracles. G The Competition the Body Shop lost market share in the late 1990s to product-savvy competitors that offered similar cosmetics at lower prices. The main competitors are H20, Sephora, Bath and Body Works, and Origins. Research Results Res
19、earch showed that women appreciate The Body Shop for its ethical standards. They are pleased by companies with green actions, not promises. The research proved that The Body Shop has been put on the back burner in many peoples minds: overcrowded by newer, fresher Brands Companies like the Body Shop
20、continually hype their products through advertising and marketing, often creating a demand for something where a real need for it does not exist. The message pushed is that the route to happiness is through buying more and more of their products. Under such consumerism, the increasing domination of
21、multinationals and their standardised products is leading to global cultural conformity. Other downfall factors also include misleading the public, low pay and against unions, exploiting indigenous people ; Also the mass production, packaging and transportation of huge quantities of goods is using u
22、p the worlds resources faster than they can be renewed and filling the land, sea and air with dangerous pollution and waste. H The Problem The Body Shop has used safe and timid advertising over the last decade, decreasing market share and brand value. With the rise of new, more natural and environme
23、ntally friendly competitors, The Body Shop can no longer stand behind being the greenest or most natural. The Solution The Body Shop is the originator of ethical beauty with our actions speaking louder than our words. This is the new direction of The Body Shop. We will be a part of different acts of
24、 kindness in big cities. We will eliminate unwanted graffiti, purify city air, and give the customer an opportunity to be a part of something good. Questions 1-4 The reading Passage has seven paragraphs A-H. Which paragraph contains the following information? Write the correct letter A-H, in boxes 1
25、-4 your answer sheet. 1 An action taken to Establishing social responsibility in conservation project 2 a description of the conventional way the ads applied to talk to its customers 3 A history of a humble origin and expansion 4 management practices arc intended to lined up the companys goal with p
26、articipants prosperity Questions 5-7 Choose the three correct letter, A- F. Write your answers in boxes 5-7 on your answer sheet. 5-7) What are true about the Ben Jerrys company management A There was little difference between the highest salary and the lowest B They were advertising their product w
27、ith powerful internal marketing. C They offer the employee complimentary product D Employee were encouraged to give services back to the community E the products are designed for workers to barter for other goods and services F offered a package of benefits for disable employees Questions 8-10 Choos
28、e the three correct letter, A- F. Write your answers in boxes 8-10 on your answer sheet. What are the factors once contributed to the success for the BODY SHOP ? A pioneering the natural-ingredient cosmetics market B appealed to primary market mainly of the rich women C focused on their lavish ads c
29、ampaign D The company avoided producing the traditional cosmetics products E its moral concept that refuses to use animals- tested ingredients F its monetary donations to the communities and in developing countries Questions 11-13 Choose the three correct letter, A- F. Write your answers in boxes 11
30、-13 on your answer sheet. What arc the factors leading to the later failure for BODY SHOP company? A its philosophy that there is real beauty in everyone is faulty B fail to fulfill promises while acted like misleading the public C faced growing competition D its creating demand for something that t
31、he customers do not actually need E its newer, fresher Brands are not successful in the Market F fail to offer cosmetics at lower prices than competitors 文章题目：营销的新概念 篇章构造 体裁 论说文 题目 营销的新概念 构造 A段：Ben Jerry为员工供应商品免费和折扣福利 B段：Ben Jerry为员工供应带薪探亲假和股票购置优待 C段：Ben Jerry为员工供应的其他福利 D段：The Body Shop的进展历程和营销策略 E段
32、：The Body Shop早期胜利的秘诀 F段：The Body Shop为应对竞争，发起名为Ruby的运动 G段：The Body Shop衰落的因素 H段：The Body Shop存在的问题和解决方法 试题分析 Question 1-13 题目类型：LIST OF HEADINGS 题号 定位词 文中对应点 题目解析 1 Establishing social responsibilities E段第四句 E段第四句提到The company is know for and establishing social responsibility as an integral part o
33、f company operations. 因此，此题答案为E。 2 Ads, talk to customers F段第三句 F段第三句提到Ruby isthe cosmetic industry talks to women。此处的Ruby在前文中提到就是指The Body Shop的广告活动。 因此，此题答案为F。 3 Origin and expansion D段第四句和第七句 D段整段都在介绍The Body Shop的起源和进展历程。第四句提到from her original shop，第七句提到an expansion campaign followed。 因此，此题答案为D。
34、 4 Link, companys goal, participants prosperity B段最终一句 B段最终一句提到，these contributions are intended to achieve the companys goal of linked prosperity。 因此，此题答案为B。 5 Complimentary product A段其次句 A段其次句提到公司为员工每天供应三品脱免费的冰淇淋、果汁或冻酸奶，即every workers is entitled to three free pints of ice cream。该句free与C选项中的compli
35、mentary都表示“免费”。 因此，此题答案为C。 6 Internal marketing B段第一句 B段第一句提到and may take advantage of the Employee Stock Purchase Program to purchase company stock at a 15% discount。此处说公司赐予员工股票购置的优待，即实行内部营销政策。 因此，此题答案为B。 7 Disable employees C段第四句和第五句 C段列出了Ben Jerry 赐予员工的其他福利，其中第四条和第五条就是跟disable employee有关的福利措施。 因此
36、，此题答案为F。 8 Pioneering, Natural-ingredient E段第四句 E段第四句提到the company is known for pioneering the natural-ingredient cosmetic market and。 因此，此题答案为A。 9 Refuses, animals-tested ingredients D段第五句 D段第五句提到 her companys refusal to test products on animals。 因此，此题答案为E。 10 Monetary donations, communities, devel
37、oping countries E段第五句 E段第五句提到The Body Shop is known for its ethical stances, such as its monetary donations to the communities in which it operates, and its business partnership with developing countries。 因此，此题答案为F。 11 Promises, acted G段第四句 G段第四句提到，they are pleased by companies with green actions, n
38、ot promises。 因此，此题答案为B。 12 Growing competition G段第一句 G段第一句提到 The Competition to product-savvy competitors that offered similar cosmetics at lower prices。 因此此题答案为C。 13 Creating demand, not actually need G段第六句 G段第六句提到， often creating a demand for something where a real need for it does not exist。 该句的creating demand 和D选项的creating demand 直接对应，where a real need for it dose not exit对应D选项的not actually need。 因此，此题答案为D。 参考答案： Version 19121 主题 营销的新概念 1 E 2 F 3 D 4 B 5 C 6 D 7 F 8 A 9 E 10 F 11 B 12 C 13 D 【2023年雅思索试阅读题型详解带答案】