Reebok executives do not like to hear their stylish athletic shoes called footwear for yuppies.They contend that Reebok shoes appeal to diverse market segments, especially now that the company offers basketball and children’s shoes for the under 18 set and walking shoes for older customers not interested in aerobics or running.The executives also point out that through recent acquisitions they have added hiking boots, dress and casual shoes, and high-performance athletic footwear to their product lines, all of which should attract new and varied groups of customers.
Still, despite its emphasis on new markets, Reebok plans few changes in the up market retailing network that helped push sales to 1 billion annually, ahead of all other sports shoe marketers.Rebook shoes, which are priced from $27 to $85, will continue to be sold only in better specialty, sporting goods, and department stores, in accordance with the company’s view that consumers judge the quality of the brand by the quality of its distribution.
In the past few years, the Massachusetts-based company has imposed limits on the number of its distributors (and the number of shoes supplied to stores), partly out of necessity.At times the unexpected demand for Reebok’s exceeded supply, and the company could barely keep up with orders from the dealers it already had.These fulfillment problems seem to be under control now, but the company is still selective about its distributors.At present, Reebok shoes are available in about five thousand retail stores in the United States.
Reebok has already anticipated that walking shoes will be the next fitness-related craze, replacing aerobics shoes the same way its brightly colored, soft leather exercise footwear replaced conventional running shoes.Through product diversification and careful market research, Reebok hopes to avoid the distribution problems Nike came across several years ago, when Nike misjudged the strength of the aerobics shoe craze and was forced to unload huge inventories of running shoes through discount stores.
1. One reason why Reebok’s managerial personnel don't like their shoes to be called “footwear for yuppies” is that( ).
2.Reebok’s view that “consumers judge the quality of the brand by the quality of its distribution” (Line 5, Para.2) implies that( ).
3.Reebok once had to limit the number of its distributors because( ).
4.Although the Reebok Company has solved the problem of fulfilling its orders, it( ).
5.What lesson has Reebok learned from Nike’s distribution problems?
问题1选项
A.they believe that their shoes are popular with people of different age groups
B.new production lines have been added to produce inexpensive shoes
C.“yuppies” usually evokes a negative image
D.the term makes people think of prohibitive prices.
问题2选项
A.the quality of a brand is measured by the service quality of the store selling it
B.the quality of a product determines the quality of its distributors
C.the popularity of a brand is determined by the stores that sell it
D.consumers believe that first-rate products are only sold by high-quality stores
问题3选项
A.its supply of products fell short of demand
B.too many distributors would cut into its profits
C.the reduction of distributors could increase its share of the market
D.it wanted to enhance consumer confidence in its products
问题4选项
A.does not want to further expand its retailing network
B.still limits the number of shoes supplied to stores
C.is still particular about who sells its products
D.still carefully chooses the manufacturers of its products.
问题5选项
A.A company should not sell its high quality shoes in discount stores.
B.A company should not limit its distribution network.
C.A company should do follow-up surveys of its products.
D.A company should correctly evaluate the impact of a new craze on the market.
第1题:A
第2题:D
第3题:A
第4题:C
第5题:D
第1题:
1.细节事实题。根据题干可以定位到第一段第二句活They contend that Reebok shoes appeal to diverse market segments, especially now that the company offers basketball and children’s shoes for the under 18 set and walking shoes for older customers not interested in aerobics or running. “他们认为,锐步关注的是多元化的细分市场,特别是因为公司在为18岁以下顾客制造篮球鞋和童鞋的同时,也为不爱做有氧运动或跑步的老年顾客提供步行鞋。”,由此可知锐步关注的是多元化的细分市场。所以A项正确。
第2题:
2.判断推理题。根据题干可以定位在文章第二段的Reebok plans few changes in the up market retailing network. “锐步计划对高端市场零售网络进行一些调整。”和 Rebook shoes, which are priced from $27 to $85, will continue to be sold only in better specialty, sporting goods, and department stores.“价格在27美元到85美元之间的Rebook运动鞋将继续只在更好的专业产品、体育用品和百货商店出售”。故D项“消费者认为一流的产品只会在高质量的店铺被售卖。”符合题意。
第3题:
3.细节事实题。根据题干定位在文章第三段In the past few years, the Massachusetts-based company has imposed limits on the number of its distributors (and the number of shoes supplied to stores), partly out of necessity. At times the unexpected demand for Reebok’s exceeded supply, and the company could barely keep up with orders from the dealers it already had.。过去几年,这家总部位于马萨诸塞州的公司对其分销商的数量(以及供应给商店的鞋的数量)进行了限制,这在一定程度上是出于必要。有时锐步的需求超出了供应,难以满足经销商的订单。由此可知A项 “供不应求”正确。
第4题:
4.细节事实题。根据题干可以定位在文章第三段中的 These fulfillment problems seem to be under control now, but the company is still selective about its distributors. 这些问题现在似乎得到了控制,但公司仍然对经销商很挑剔。”由此可知C项 “对于让谁来销售他们的产品仍然挑剔”符合题意,答案选C。
第5题:
5.细节事实题。根据题干可以定位到最后一段中的 Through product diversification and careful market research, Reebok hopes to avoid the distribution problems Nike came across several years ago, when Nike misjudged the strength of the aerobics shoe craze and was forced to unload huge inventories of running shoes through discount stores. “通过产品多样化和仔细的市场调查,锐步希望避免耐克几年前遇到的分销问题,当时耐克误判了健美鞋热潮的强度,被迫通过折扣店出售大量库存的跑鞋。”由此可知D项 “企业应该正确估计市场上新热潮的影响”。符合题意。因此选D。