2. 考研
  3. The competition among producers of personal computers is essentially a race to get the best, most innovative products to the mar

The competition among producers of personal computers is essentially a race to get the best, most innovative products to the mar

admin2011-03-14  5
问题     The competition among producers of personal computers is essentially a race to get the best, most innovative products to the marketplace. Marketers in this environment frequently have to make a judgement as to their competitors’ role when making marketing strategy decisions. If major competitors are changing their products, then a marketer may want to follow suit to remain competitive. Apple Computer, Inc. has introduced two new, faster personal computers, the Mackintosh II and Mackintosh SE, in anticipation of the introduction of a new PC by IBM, one of Apple’s major competitors.
    Apple’s new computers are much faster and more powerful than its earlier models. The improved Mackintosh is able to run programs that previously were impossible to run on an Apple PC, including IBM-compatible (兼容的) programs. This compatibility feature illustrates computer manufacturers’ new attitude of giving customers the features they want. Making Apple computers capable of running IBM computers and thus more popular in the office, where Apple hopes to increase sales. Users of the new Apple can. also add accessories (附件) to make their machines specialize in specific uses, such as engineering and writing.
    The new computers represent a big improvement over past models, but they also cost much more. Company officials do not think the higher price will slow down buyers who want to step up to a more powerful computer. Apple wants to stay in the high-price end of the personal computer market to finance research for even faster, more sophisticated computers.
    Even though Apple and IBM are major competitors, both companies realize that their competitor’s computers have certain features that their own models do not. The Apple line has always been popular for its sophisticated color graphics (图形) , whereas the IBM machines have always been favored in offices. In the future, there will probably be more compatibility between the two companies’ products, which no doubt will require that both Apple and IBM change marketing strategies.
It can be inferred that both Apple and IBM try to gain a competitive advantage by ______.
选项 A、copying each other’s technology
B、incorporating features that make their products distinctive
C、making their computers more expensive
D、making their computers run much faster
答案B
解析 此题问：从文章中可以看出，IBM和Apple公司都想通过什么方式保持各自的竞争优势?将四个选项逐一与原文对照，A和C显然错。通过抄袭彼此的技术，或使计算机的价格更昂贵来保持竞争优势，这不符合常理，原文也未提及，因此A和C可以排除。D选项虽然乍一看似有道理，但回顾全文，文章并未将这一点作为保持竞争优势的方法提出，因此也可排除。文章最后一段的第一句后面部分说：“两个公司都意识到，它们的竞争对手生产的计算机具有某些它们自己的品种所不具备的特点”，即彼此都具备某些对方所不具备的特点，以此保持它们各自的竞争优势，这与B所表达的意思基本相符，因此B为正确选项。
转载请注明原文地址:https://www.kaotiyun.com/show/5ysa777K
本试题收录于： MBA联考（英语）题库专业硕士分类
0

MBA联考（英语）

专业硕士

相关试题推荐
随机试题
最新回复(0)