1、MBA（英语）阅读理解练习试卷 26（无答案）一、Section III Reading ComprehensionDirections: Read the following four passages. Answer the questions below each passage by choosing A, B, C or D. Mark your answers on ANSWER SHEET 1.0 In 1985, the Coca-Cola company made the decision to change the formula(配方) of its leading so
2、ft drink. The change was based on the findings of many market studies. These studies had shown that the general response to the new product was good. However, the change of the traditional. Coca-Cola by New Coke was rejected by the majority of drinkers. In fact, the company had to step back and rest
3、art production of the old formula of Coca-Cola.The most important reason why New Coke was rejected was the emotional relationship that existed between drinkers and the old soft drink formula, Drinking Coca-Cola had become a tradition for many people over its 99 years of existence. The change made by
4、 the company was not only in Cokes formula but also in the traditional values and memories that it represented to the drinkers. “We had taken away more than the product Coca-Cola. We had taken away a little part of them and their past“. The drinkers rejected this “improvement“ because “they believed
5、 that Coke stood for traditional value,so they felt betrayed when the product changed completely overnight“.Although a lot of research was done by Coca-Cola company, it didnt show the depth of drinkers emotion for the product. The studies took many forms, but none of the tests was able to measure th
6、e degree of personal and emotional reactions caused by the disappearance of the old, traditional Coca-Cola. The weakness of the research was that it was mainly quantitative in form. The result was only numbers that could not show the deep meaning the product had for many people. A more extensive stu
7、dy focusing on the qualitative aspects of the change would perhaps have been able to demonstrate the close relationship existing between drinkers and product.1 Coca-Cola company changed the formula in 1985 because _.（A）it was rejected by the majority of drinkers（B） its market studies supported the c
8、hange in the formula（C） it carried out many market research for expansion（D）it simply felt the need to make the change 2 According to the Passage, the drinkers rejected New Coke because of _.（A）late response to the market by Coca-Cola company（B） reproduction of Coca-Colas old drink formula（C） strong
9、 dislike by Coca-Colas regular drinkers（D）emotional relationship between drinkers and the old soft drink 3 Coca-Cola product was believed to stand for _.（A）traditional values and good memories（B） traditional customs and happy days（C） past honors and efficient management（D）top quality and wonderful t
10、aste 4 Which of the following statements is true?（A）Research by Coca-Cola considered emotional factors.（B） Coca-Cola did not carry out sufficient research.（C） Research by Coca-Cola was quantitative rather than qualitative.（D）Research by Coca-Cola was both quantitative and qualitative. 5 The author o
11、f the article clearly indicates that _.（A）the weakness of the research could have been removed（B） Coca-Cola should have measured the quantitative factors more carefully（C） Coca-Cola should have done a more extensive qualitative study（D）a slower change of the product might have improved the sales of
12、the company 5 There are examples of what can be done by the retailer within his store, but perhaps the biggest opportunity for cost-reduction stems from cooperation between manufacturer and distributor in analyzing the total costs involved in moving the product from the factory to the shoppers baske
13、t. A helpful technique in this connection is the concept of “direct product profit“ which is widely used in the United States.This is a technique for analyzing very precisely the costs and profits associated with each product line, with a view to isolating opportunities for cost reduction. For examp
14、le, the in-store handling costs for particular item may be reduced if the manufacturer puts it in a large case or reduces the number of layers in the case. With the growing importance of prepackaging both for perishable items like meat and for non-food products, it is essential that the container sh
15、ould facilitate quick unloading and easy display.More obvious is the case for cooperation in reducing the costs of delivery and unloading; the night delivery experiment in Central London is an example of this. Many shops lack proper unloading facilities, often because the local authorities or privat
16、e developers who built them were not aware of what was needed. Many retailers do not employ modern handling techniques.Some consumer goods manufacturers, such as Unilever, are playing a big part in streamlining the distribution system, simply because they are “market-oriented“ companies which recogn
17、ize the importance of low distribution costs. Even in Unilever, Lord Cole recalled the bad old days when distribution was looked upon as the least important of costs.The process of distribution will gradually be made less labor-intensive; the difficulty of finding additional labor, apart from its co
18、st, is the major factor behind.6 The cost-reduction can be best achieved by _.（A）the retailer in his store（B） cooperation between wholesalers and retailers（C） competition between manufacturers and retailers（D）cooperation between manufacturers and distributors 7 “Direct product profit“ is used to _.（
19、A）make unloading quicker and display easier（B） analyze the exact costs and profits（C） reduce the number of layers involved（D）prepackage perishable and non-food goods 8 Lack of proper unloading facilities may _.（A）make cost-reduction rather difficult（B） reduce the costs of delivery and unloading（C） m
20、ake the local authorities aware of what was needed（D）encourage retailers to use modern handling techniques 9 According to the passage, in the bad old days Unilever _.（A）was a “market-oriented“ company（B） regarded distribution as the least important of costs（C） realized the importance of low distribu
21、tion costs（D）streamlined the distribution system 10 Which of the following statements is NOT true of the passage?（A）Private developers were unaware of the importance of unloading facilities.（B） The costs involved in distribution should be carefully analyzed.（C） The use of the container may well complicate unloading.（D）Less labor-intensive distribution process results largely in the difficulty of finding additional labor.
