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1、四级基础班补充讲义We can see how the product life cycle works by looking at the introduction of instant coffee. When it was introduced, most people did not like it as well as regularcoffee and it took several years to gain general acceptance (introduction stage). At one point, though, Instant coffee grew rap
2、idly in popularity and many brands were introduced (stage of rapid growth). After a while people became attached to one brand and sales leveled off (stage of maturity). Sales went into a slight decline （衰退）when freeze-dried coffees were introduced (stage of decline).The importance of the product lif
3、e cycle to marketers is this: Different stages in the product life cycle call for different strategies. The goal is to extend product life so that sales and profits do not decline. One strategy is called market modification. It means that marketing managers look for new users and market sections. Di
4、d you know, for example, that the backpacks that so many students carry today were originally designed for the military?Market modification also means searching for increased usage among present customers or going for a different market, such as senior citizens. A marketer may re-position the produc
5、t to appeal to new market sections.Another product extension strategy is called product modification. It involves changing product quality, features, or style to attract new users or more usage from present users. American auto manufacturers are using quality improvement as one way to recapture worl
6、d markets. Note, also, how auto manufacturers once changed styles dramatically from year to year to keep demand from falling.26. According to the passage, when people grow fond of one particular brand of a product, its sales will _ .A)decrease gradually C)improve enormouslyB)become unstable D)remain
7、 at the same level27. The first paragraph tells us that a new product is _ .A)usually introduced to satisfy different tastesB)often more expensive than old onesC)often inferior to old ones at firstD)not easily accepted by the public28. Marketers need to know which of the four stages a product is in
8、so as to _ .A)work out marketing policies C)promote its productionB)increase its popularity D)speed up its life cycle29. The author mentions the example of backpacks(Line 4, Para.2 ) to show the importance of _ .A)increasing usage among students C)pleasing the young as well as the oldB)exploring new
9、 market sections D)serving both military and civil needs30. In order to recover their share of the world market, U.S. auto makers are _ .A)improving product quality C)re-positioning their product in the marketB)modernizing product style D)increasing product featuresIt is pretty much a one-way street
10、. While it may be common for university researchers to try their luck in the commercial world, there is very little traffic in the opposite direction. Pay has always been the biggest deterrent, as people with families often feel they cannot afford the drop in salary when moving to a university job.
11、For some industrial scientists, however, the attractions of academia (学术界) outweigh any financial considerations.Helen Lee took a 70% cut in salary when she moved from a senior post in Abbott Laboratories to a medical department at the University of Cambridge. Her main reason for returning to academ
12、ia mid-career was to take advantage of the greater freedom to choose research questions. Some areas of inquiry have few prospects of a commercial return, and Lees is one of them.The impact of a salary cut is probably less severe for a scientist in the early stages of a career. Guy Grant, now a resea
13、rch associate at the Unilever Centre for Molecular Informatics at the University of Cambridge, spent two years working for a pharmaceutical (制药的) company before returning to university as a post-doctoral researcher. He took a 30% salary cut but felt it worthwhile for the greater intellectual opportu
14、nities.Higher up the ladder, where a pay cut is usually more significant, the demand for scientists with a wealth of experience in industry is forcing universities to make the transition (转换) to academia more attractive, according to Lee. Industrial scientists tend to receive training that academics
15、 do not, such as how to build a multidisciplinary team, manage budgets and negotiate contracts. They are also well placed to bring something extra to the teaching side of an academic role that will help students get a job when they graduate, says Lee, perhaps experience in manufacturing practice or product development. “Only a small number of undergraduates will continue in an academic career. So someone leaving university who already has the skills needed to work in an industrial lab has far more potential in the job market than someone who has spent all their time on a nar
