Question

2．Haagen-Dazs from Europe started in 1989 and is 5-10 times more expensive than regular ice cream．There is no real advantage．However，it adopted a unique marketing strategy，and quickly occupied the market as a top ice cream brand．
  Haagen-Dazs did not set up shops in ordinary supermarkets or grocery stores．Haggen-Dazs leisure fashion shops are located in busy sections of malls．The layout is carefully planned to create an elegant atmosphere，and sometimes，a flagship（旗舰） store will cost several million dollars．
Compared to other ice cream brands，Haagen-Dazs consumers are tightly grouped．It is understood that Haagen-Dazs seldom does television advertising．The majority of advertisements are high impact visually in print advertisements．In particular many advertisements target the wealthy consumers．Moreover，if the consumer spends 500 Yuan they can become a member．These members will be regularly sent advertisements by direct mail．Praise of customers is a powerful weapon．
There is always much creative ingenuity in Haagen-Dazs advertising，so it is remembered by the people：
☆initial advertisements such as："Delicious Haagen-Dazs，like 24K gold，Kobe beef from Japan，original palm oil，mushroom truffles and Chinese ceramics…what‘ice cream'was waiting for．"
☆"love her，let her eat Haagen-Dazs"This classic advertisement attracted numerous Haagen-Dazs lovers who became regulars．
Today，Haggen-Dazs has about 700 stores in 55 countries with annual sales of more than 1 billion US dollars．Haagen-Dazs has become the world's most popular ice cream brand．In the United States，its market share is 6.1%，1%in France，4.6% in Japan，4% in Singapore，and 5% in Hong Kong．
Determined to win the majority of wealthy customers they combined positioning in the marketplace with dedicated brand goals．This is the real secret of success．

50．How is the text organized？A
A．Main idea-Comparison-Supporting examples-Conclusion
B．Topic-Supporting examples-Conclusion
C．Opinion-Discussion-Description-Conclusion
D．Topic-Argument-Explanation-Conclusion
51．Which of the following statements about Haagen-Dazs is NOT true according to the passage？B
A．You can enjoy yourself both physically and spiritually by eating it．
B．It is so popular that it can be bought in almost every supermarket
C．It has become the world's top ice cream brand through its efforts
D．If you are one of its members，you may receive its advertisements regularly．
52．Why does Haagen-Dazs seldom do television advertising？C
A．Because it can't afford to do television advertising．
B．Because it doesn't think television advertising attracts consumers．
C．Because its design isn't suitable to be broadcast on the television．
D．Because it focuses on its target consumers by using other media．
53．According to the initial advertisements of Haagen-Dazs，it stresses that it isC
A．expensive   B．excellent   C．special   D．popular．

Answer 1

分析 哈根达斯始于1989年的欧洲，要比一般的冰激凌价格高5到10倍．它本身并没有什么优势，全依赖与它独特的市场营销策略，迅速占领市场成为第一冰激凌品牌．
   在选址上，哈根达斯不在一般的超市或杂货店开设店铺，只有商业街最繁华的地段才入它的法眼．它的装修典雅高端，有时一个旗舰店要花费几百万美金．
   在顾客方面，哈根达斯的顾客是被严格锁定的，所以就能理解它从不投放电视广告的原因了．它的大多数广告被浓缩在纸面打印广告上，特别是一些广告只面向富人阶层．如果一个顾客花500元就可以成为会员，直接课解释邮件广告．
   再者，它的广告充满着创意，让人们容易记住．
   如今，哈根达斯在55个国家有大约700家店，年营业额达10亿美金，它已成为最受欢迎的冰激凌品牌．
   为了赢得大多数富有顾客，哈根达斯兼顾了选址和精美的品牌目标，这就是它能够火的秘诀．

解答 50．A   分析判断题．根据本篇文章的整体结构和内容可知，首先提出哈根达斯的成功依赖于它的市场策略，然后分三个方面讲它的市场策略：选址、顾客和广告，并给出了事实依据来作说明，最后总结．结合各选项句意，可知选项A符合本篇文章的结构，故选A．
51．B  细节理解题．根据各选项所在句意及结合前后语境"Haagen-Dazs did not set up shops in ordinary supermarkets or grocery stores．Haggen-Dazs leisure fashion shops are located in busy sections of malls"可知哈根达斯的选址只在商业街最繁华的地段，而不是在每一家超市里都能够找到，结合题干题意和各选项，故选B．
52．C 分析判断题． 根据题干问题所在的相关句意"Haagen-Dazs consumers are tightly grouped"可知哈根达斯的目标客户是被严格分组的，所以它的客户并不具有广泛性，所以结合各选项可知它不适合在电视上广泛投放广告，故选C．
53．C 分析判断题．根据哈根达斯的第一个广告可得知，广告中把哈根达斯比作黄金、神户牛排、原产棕榈油和中国瓷器等，彰显出哈根达斯和这些东西一样具有特别之处，所以广告要说明的是哈根达斯的独特性．结合选项，故选C．

点评 本篇文章主要探究了哈根达斯的成功秘诀，从选址、客户和广告内容等方面一一解读．题目多为分析判断题，这就要就考生在掌握全篇的基础之上，找到相关题目句意联系前后，来推测出正确的选项．细节分析题要在理解的基础上结合选项含义，注意关键词语，得出正确答案．