Coca-Cola, which sold 10 billion cases of soft drinks in 1992, now finds itself asking, where will sales of the next 10 billion cases come from? The answer lies overseas, where income levels and appetites for Western products are at an all-time high. Often, the company that gets into a foreign market earliest dominates that country’s market. Coke patriarch Robert Woodruff realized this and unleashed a brilliant ploy to make Coke the early bird in many of the major foreign markets. At the height of World War 11, Woodruff proclaimed, “Wherever American boys were fighting, they’d be able to get a Coke.” By the time Pepsi tried to make its first international pitch in the 1950s, Coke had established its brand name along with a powerful distribution network. During the last 40 years, many new markets have emerged. In order to tap into these opportunities, both Coke and Pepsi have attempted to find ways to cut through the red tape that thwarts their efforts to conduct business in these new regions. One key maneuver in the soda wars occurred in 1972, when Pepsi signed an agreement with the Soviet Union that made it the first Western product to be sold to consumers in Russia. This landmark agreement gave Pepsi the upper hand. At present, Pepsi has 23 plants in the former Soviet Union and is the leader in the soft-drink industry in Russia. It outsells Coca-Cola by a ratio of 6 to 1 and is seen there as a local brand, similar to Coke’s home-grown reputation in Japan. However, Pepsi has also encountered some obstacles. An expected increase in brand loyalty for Pepsi subsequent to its advertising blitz in Russia has not materialized, even though Pepsi produced commercials tailored to the Russian market and sponsored televised concerts. Some analysts believe that Pepsi’s domination of the Russian market has more to do with pricing. While Pepsi sells for 250 Rubels (about 25 cents) a bottle, Coca-Cola sells for 450 Rubels. Likewise, Pepsi sells their 2 liter economy bottle for 1,300 Rubels, while Coca-Cola’s 1. 5 liters is marketed at 1,800 Rubels. On the other hand, Coca-Cola only made its first inroads into Russia 2 years ago. What’s more, although Coca-Cola’s bottle and label gave it a high- class image, Russians do not perceive Coca-Cola as a premium brand in the Russian market. Consequently, it has so far been unable to capture a market share.
1.According to the passage, all of the following have been used to attract customers to buy one of the two brands of soft drink mentioned in the passage EXCEPT（ ） .
2.The passage suggests which of the following about the Russian soft drink market?
3.The primary purpose of the passage is to（ ）.
4.The best definition of “materialized” which is underlined in the passage should be“（ ） ”.
问题1选项
A.offering soft drinks for a limited time at specially reduced prices
B.being the first country to enter a foreign market
C.designing a bottle and lebel to create a high-class image
D.staging an advertising blitz including commercials tailored to the local market
问题2选项
A.Price is an unimportant factor in the Russian soft drink market.
B.Russian consumers are more likely to purchase international soft drinks.
C.The Russian soft drink market is saturated with local brands.
D.Two liter economy bottles are more marketable than one and a half liter economy bottles, if sold at a lower price.
问题3选项
A.review the marketing history of two soft drink giants
B.contrast two different approaches to marketing soft drinks in the global market
C.refute the traditional explanation for Pepsi’s success in the Russian soft drink market
D.compare how well two soft drink companies have succeeded in a foreign market
问题4选项
A.mattered
B.happened
C.fulfilled
D.marketed.
第1题:
1.【选项释义】
1. According to the passage, all of the following have been used to attract customers to buy one of the two brands of soft drink mentioned in the passage EXCEPT ______. 1. 根据这篇文章，除了______，下面所有的东西都被用来吸引顾客购买文章中提到的两个品牌中的一个。
A. offering soft drinks for a limited time at specially reduced prices A. 在有限时间内以特别优惠的价格提供软饮料
B. being the first country to enter a foreign market B. 成为第一个进入国外市场的国家
C. designing a bottle and label to create a high-class image C. 设计一个瓶子和标签，创造一个高级形象
D. staging an advertising blitz including commercials tailored to the local market D. 进行广告闪电战，包括为当地市场量身定制的商业广告
【考查点】事实细节题。
【解题思路】根据文章倒数第三句和倒数第四句“百事可乐每瓶售价250卢布，约合25美分，而可口可乐每瓶售价450卢布。同样，百事可乐的2升经济瓶售价为1300卢布，而可口可乐的1.5升经济瓶售价为1800卢布。”可知，文中提到了百事和可口可乐在价格上采用战略吸引顾客，但是A项“在有限时间内以特别优惠的价格提供软饮料”中的“有限时间”并没有体现，所以该项与原文不符，但符合题干。故该题选择A项正确。
【干扰项排除】
B项“成为第一个进入国外市场的国家”，根据第二和第三句“通常，最早进入国外市场的公司会主导该国的市场。可口可乐公司的创始人罗伯特•伍德拉夫意识到了这一点，并推出了一个聪明的策略，使可口可乐成为许多主要海外市场的‘早起鸟’”可知，该项符合原文，属于反向干扰；
C项“设计一个瓶子和标签，创造一个高级形象”，根据倒数第二句“……可口可乐的瓶子和标签给了它一个高级的形象……”可知，该项符合原文，属于反向干扰；
D项“进行广告闪电战，包括为当地市场量身定制的商业广告”，根据文章倒数第七句“尽管百事公司为俄罗斯市场制作了量身定制的商业广告，并赞助了电视音乐会……”可知，该项也符合原文，属于反向干扰。
第2题:
2.【选项释义】
2. The passage suggests which of the following about the Russian soft drink market? 2. 这篇文章暗示了关于俄罗斯软饮料市场的下列哪一种情况？
A. Price is an unimportant factor in the Russian soft drink market. A. 在俄罗斯软饮料市场，价格是一个不重要的因素。
B. Russian consumers are more likely to purchase international soft drinks. B. 俄罗斯消费者更有可能购买国际软饮料。
C. The Russian soft drink market is saturated with local brands. C. 俄罗斯软饮料市场充斥着本土品牌。
D. Two liter economy bottles are more marketable than one and a half liter economy bottles, if sold at a lower price. D. 如果以更低的价格出售，2升经济瓶比1.5升经济瓶更有销路。
【考查点】推理判断题。
【解题思路】根据原文倒数第四句“百事可乐的2升经济瓶售价为1300卢布，而可口可乐的1.5升经济瓶售价为1800卢布”，从中可推断，如果降价出售，2升的经济装比1.5升的经济装更有销路，所以D项正确。
【干扰项排除】
A项“在俄罗斯软饮料市场，价格是一个不重要的因素”根据解题思路可知，该项与原文相反，属于反向干扰；
B项“俄罗斯消费者更有可能购买国际软饮料”没有提到，无中生有；
C项“俄罗斯软饮料市场充斥着本土品牌”，文中只提到“百事在俄罗斯的销量是可口可乐的6倍，被视为本土品牌”，但是并没有提到俄罗斯充斥着本土的软饮料品牌，该项曲解原文。
第3题:
3.【选项释义】
3. The primary purpose of the passage is to ______. 3. 文章的主要目的是______。
A. review the marketing history of two soft drink giants A. 回顾两大软饮料巨头的营销历史
B. contrast two different approaches to marketing soft drinks in the global market B. 对比两种在全球市场营销软饮料的不同的方法
C. refute the traditional explanation for Pepsi’s success in the Russian soft drink market C. 驳斥了百事在俄罗斯软饮料市场成功的传统解释
D. compare how well two soft drink companies have succeeded in a foreign market D. 比较两家软饮料公司在国外市场的成功程度
【考查点】主旨大意题。
【解题思路】通读全文可知，文章介绍了两个品牌公司，即可口可乐和百事在国外市场中的营销，原文描述了这两种品牌公司是如何在国外市场相互竞争并取得优势的，所以推测，文章的主要目的是为了比较这两家品牌公司在海外市场的成功度，D项符合题意。
【干扰项排除】A项“回顾两大软饮料巨头的营销历史”、B项“对比两种在全球市场营销软饮料的不同的方法”和C项“驳斥了百事在俄罗斯软饮料市场成功的传统解释”虽然在文中都有体现，但是并不能概括文章的目的，属于以偏概全。
第4题:
4.【选项释义】
4. The best definition of “materialized” which is underlined in the passage should be “______”. 4. 文中划线部分中“materialized”的最佳定义应为“ ______”。
A. mattered A. 事关紧要
B. happened B. 发生
C. fulfilled C. 履行，实现
D. marketed D. 促销，营销
【考查点】词义推测题。
【解题思路】根据题干定位至原文倒数第七句“尽管百事为俄罗斯市场制作了量身定制的广告，并赞助了电视转播的音乐会，在俄罗斯展开广告攻势后，该公司的品牌忠诚度预计将有所提高，但这一目标并未materialized”，从中可知，百事制作量身定制的广告并赞助电视转播的音乐会是为了提高公司的品牌忠诚度，但是这并没有实现，所以推测materialized在文中表示“实现”，这与C项“履行，实现”相符合。故该题选择C项正确。
【干扰项排除】A项“事关紧要”、B项“发生”和D项“促销，营销”根据解题思路可知，这三项都曲解原文。
