《雅思备考阅读题及答案解析.docx》由会员分享，可在线阅读，更多相关《雅思备考阅读题及答案解析.docx（17页珍藏版）》请在taowenge.com淘文阁网|工程机械CAD图纸|机械工程制图|CAD装配图下载|SolidWorks_CaTia_CAD_UG_PROE_设计图分享下载上搜索。
1、 雅思备考阅读题及答案解析 【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 Body
2、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 of
3、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 furthe
4、r 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 are
5、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 employee
6、s. 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 pay
7、ing 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. From
8、 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 an i
9、nsistence 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 profit
10、 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 market
11、ing, 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 design
12、ed 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 for p
13、ioneering 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 cou
14、ntries. 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 Shop
15、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 was
16、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 practi
17、ce 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 everyone
18、. 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 Researc
19、h 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 cont
20、inually 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 mult
21、inationals 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 up th
22、e 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 environmental
23、ly 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 kin
24、dness 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 1-4 y
25、our 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 parti
26、cipants 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 with
27、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 Choose th
28、e 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 campa
29、ign 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 11-13
30、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 the c
31、ustomers 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：The
32、 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 of co
33、mpany 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。 4 L
34、ink, 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compliment
35、ary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，此题答
36、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, developin
37、g 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, not p
38、romises。 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creat
39、ing 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。 参考译文： 企业社会责任(CSR)：“营销”的新概念 或许Ben Jerry和美体小铺给自己设定垄断性赚诚恳的利润陷阱。但他们的斗争是我们知道“道德营销的雷区的一课。美体小铺，连同美国冰淇淋制造商Ben and Jerry s,被誉为新一代的具有绿色环保意识业务企业。 Ben and Jerrys A BenJerry为员工供应了一个特别甜美的员工福利。首先，700家中每一个
40、店铺Ben Jerry 的工人每天工作时有权免费三品脱冰淇淋，雪糕或冷冻酸奶。(一些工人使用易货享受配额的免费治疗其他商品和效劳，比方理发。)除了免费赠品，人员享受公司冷冻产品50%的折扣，其他商品40%的折扣,还有30%非BenJerry食品公司奥特莱斯商品折扣。 B 工人们进一步享有带薪探亲假和可能利用员工股票购置规划在一个15%的折扣的价格购置公司股票(六个月组织后)。从1998年开头，授予每个工人(不包括董事及高级职员) 316股票期权和股票401 k规划的日历年度也安排给每个雇员。这些奉献旨在与实现公司的目标共同富强的，即确保全部员工共享富强的将来。 C 其他福利包括： 医疗保险，包
41、括婴儿护理和乳房X光检查 人寿保险(员工的年薪的两倍) 牙齿保险 长期残疾规划：残疾持续时间6个月后支付工资的60% 短期残疾规划为6个月支付工资的60% The Body Shop D 美体小铺历史开头于安妮塔罗迪克的4000和一个幻想。如今，它在50个国家拥有超过1900家门店。美体小铺于1976年在英格兰布莱顿成立。从她原来的商店，它供应的25种不同乳液、面霜、和油脂，罗迪克成为第一个胜利的身体护理产品，结合自然成分和ecologically-benign制造过程的营销人员。她的公司拒绝使用动物测试产品，以及一个坚持在世界各地的供给商中实施非劳动剥削的劳动实践，主要吸引的是中产阶级妇女特
42、玥是高档家庭产品，直是该公司的主要市场。销售蓬勃进展，甚至保守的金融市场都批准美体小铺的令人印象深刻的利润状况下的扩张活动，其在1984年公开发行股票是 胜利的。1988年，公司进入美国市场在纽约开设商店：到1997年，该公司拥有1500家门店，包括在47个国家的特许经营，反营销策略好像是聪慧的营销，至少对美体小铺而言。 E 美体小铺早期胜利的秘诀一局部是，它制造了一个特别市场。公司没有传统的化装品公司直接竞争，销售他们的产品是为了为时尚配饰设计掩盖缺陷，使女性看起来更像消失在他们奢华的广告时装模特。相反，美体小铺供应产品一条线的承诺好处，不仅仅是美丽的肤色，还有皮肤即刻美 容和安康。公司以开
43、拓自然成分化装品市场和建立社会责任作为公司业务的一个组成局部。美体小铺由于它的伦理立场而著名，例如拒绝使用动物测试的成分，其在其运作的社区货币捐赠，和进展中国家合作它的业务。1988年罗迪克在美国开了她的第一家店，和通过各种社会活动如time-through，如“停顿燃烧”运动挽救巴西热带雨林(该地区供应很多公司的自然成分来源)。和大力支持员工自觉自治美体小铺字号已经等同于全球范围内的社会激进主义和环保爱护主义。该公司利润竟然特别可观。 F 然而，到了1990年月中期，美体小铺面临日益剧烈的竞争，迫使它开头它的第一个主要的广告规划，最突出的是“Ruby”运动。活动由Ruby的化身，一个与Rub
44、enesque比例的娃娃栖息在一个古董沙发上，看起来很满足自己和饱满。兰迪威廉姆森，美体小铺的发言人说。“Ruby是我们长期挑战化装品德业和女性沟通方式实践的成果。Ruby营销活动是为了美体小铺的产品设计的概念：产品是来增加，滋润，清洁和增量功能，而不是订正缺陷，美体小铺的哲学就是每个人都有其真正的美，我们并不是宣传我们的产品会制造奇迹。” G 美体小铺在1990年底的竞争下，面对竞争对手以更低的价格供应类似的化装品失去市场份额。主要竞争对手是H20，Sephora, Bath and Body Works, and Origins。 讨论成果显示，女性观赏美体小铺的道德标准。她们很快乐公司实
45、际的绿色行动，而不是承诺。证据证明，美体小铺始终搁置在很多人的提倡思想，而不断推出更新的品牌。像美体小铺公司不断通过广告宣传他们的产品和营销，通常创立一个不存在的需求，不是一个真正需要的东西。传播的是通过购置越来越多的产品通往幸福的消息。这种消费主义下，跨国公司主导日益增加其标准化产品导致全球文化整合。其他倒台的因素还包括误导公众，低工资和反对工会，利用原住民，大规模生产，大量的商品包装和运输导致使用全球资源的速度加快。而土地，海洋和空气与危急的污染和铺张远超它们再生的速度。 H 过去的十年里，美体小铺倾向保守和胆小的广告使其市场份额和品牌价值缩水。随着新的，更自然和环境友好的竞争对手的崛起，美体小铺在支持环保或最自然的方面不再领跑。解决方案是：“强调美体小铺是营销伦理发起者，我们的行动赛过我们的语言。这是美体小铺的新方向。在大城市的不同的善举将是我们存在的一局部。我们将消退不必要的涂鸦，净化城市空气，给客户美妙的运动中成为积极参加的一份子!” 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