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1、2022年考博英语-山东大学考前模拟强化练习题（附答案详解）1. 单选题Reebok executives do not like to hear their stylish athletic shoes called “footwear for yuppies （雅皮士，少壮高薪职业人士）”. They contend that Reebok shoes appeal to diverse market segments, especially now that the company offers basketball and children s shoes for the under-
2、18 set and walking shoes for older customers not interested in aerobics （健身操）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
3、 and varied groups of customers.Still, despite its emphasis on new markets, Reebok plans few changes in the upmarket （高档消费人群）retailing network that helped push sales to $ 1 billion annually, ahead of all other sports shoe marketers. Reebok shoes, which are priced from $ 27 to $ 85, will continue to
4、be sold only in better specialty, sporting goods, and department stores, in accordance with the companys 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 (
5、and the number of shoes supplied to stores), partly out of necessity. At times the unexpected demand for Reeboks 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 select
6、ive 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 foo
7、twear 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
8、 shoes through discount stores.1.One reason why Reeboks managerial personnel dont 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 limi
9、t 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 Nikes distribution problems?问题1选项A.they believe that their shoes are popular with people of different age groupsB.new production lines h
10、ave been added to produce inexpensive shoesC.“yuppies” usually evokes a negative imageD.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 itB.the quality of a product determines the quality of its distributorsC.the
11、popularity of a brand is determined by the stores that sell itD.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 demandB.too many distributors would cut into its profitsC.the reduction of distributors could increase its share
12、of the marketD.it wanted to enhance consumer confidence in its products问题4选项A.does not want to further expand its retailing networkB.still limits the number of shoes supplied to storesC.is still particular about who sells its productsD.still carefully chooses the manufacturers of its products问题5选项A.
13、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.【答案】第1题:A第2题:D第3题:A第4题:C第5题:D【解析】1.细节理解题。根据文
14、章第一段，“all of which should attract new and varied groups of customers.”，他们认为锐步的鞋子是多样的，适合不同的客户群，受到不同年龄阶段的欢迎。选项A符合题意。 2.细节理解题。根据文章第二段，“continue to be sold only in better specialty, sporting goods, and department stores”，说明锐步鞋只在专卖店、体育用品、百货商店销售，他们认为销售网点的档次影响了消费者对产品质量的判断。选项D符合题意。3.推断题。根据文章第三段，“At times th
15、e unexpected demand for Reeboks exceeded supply”，锐步的产品有时候会出乎预料的供不应求，公司无法满足经销商的订单，所以限制营销商的数量。选项A符合题意。 4.细节理解题。根据文章第三段，“These fulfillment problems seem to be under control now, but the company is still selective about its distributors.”，可知虽然供不应求的问题解决了，但是锐步还是对经销商是有选择性的。选项C符合题意。 5.推断题。根据文章最后一段，“Through product diversification and careful market researchNike misjudged the strength of the aerobics shoe craze and was forced to unload huge inventories of running shoes through discount stores.”，说明耐克错误地判断了健美鞋的热度，大量打折出售，是一种对市场行情判断不准的表现，所以锐步认为公司应该正确预测市场新热潮。选项D符合题意。
