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  3. Andy Warhol put it best. "You can be watching TV and see Coca-Cola, and you know that the President drinks Coke, and just think,

Andy Warhol put it best. "You can be watching TV and see Coca-Cola, and you know that the President drinks Coke, and just think,

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问题     Andy Warhol put it best. "You can be watching TV and see Coca-Cola, and you know that the President drinks Coke, and just think, you can drink Coke, too. All the Cokes are the same and all the Cokes are good."
    That is true not just for Coca-Cola. One could say much the same about a Hollywood movie, Gmail, Ikea bookshelves, Microsoft Office and YouTube. These products and services all "scale".
    But not everything does. Researchers have long studied pilot schemes such as public health initiatives or innovative schools. They dread the familiar phenomenon of the pilot delivering sensational results, only to fade at a larger scale. This dismaying tendency was called "voltage drop".
    So why does the voltage drop for so many promising ideas? One common problem is that the original effect was illusory. Consider a famous experiment conducted over 20 years ago, in which customers in a high-end supermarket were offered free samples of jam from a choice of either six or 24 flavours. The wider choice was dramatically demotivating. Ten times as many people bought jam after being shown the smaller range.
    It is one of the most famous results in psychology; it has proved rather difficult to repeat in follow-up experiments. Perhaps the effect is completely non-existent, the result of a statistical fluke. Or perhaps the effect exists but with nothing like the force exhibited in the original experiment. Does anyone seriously believe your local supermarket would sell 10 times as much produce if only it simplified its product line?
    Another source of voltage drop is when the original effect does not generalise beyond unusual circumstances. One example is the Arch Deluxe, a hamburger launched by McDonald’s in 1996 with a marketing fanfare. The fast-food giant had every reason to expect success, because focus groups loved the Arch Deluxe.
    The problem is that the focus group enthusiasts were not a good guide to the attitude of the typical consumer. A person who signs up to take part in a McDonald’s focus group is probably someone who is crazy about McDonald’s or loves all kinds of burgers, or both.
    Even if the idea is real, and generalises to a wide audience, it may be difficult to repeat the performance once it ventures beyond the control of the original creative team. A pilot school may work well, but it is easier to hire 20 good teachers than 20,000. A brilliant chef can work in only one kitchen at a time.
    Pinning down a single explanation for voltage drops is impossible. The world is big, complex, and bewilderingly diverse. All the Cokes are the same. But schools and restaurants and comedy gigs and clinics are not much like Cokes. Perhaps the mystery is not that ideas often fail to scale. The mystery is that we ever convinced ourselves that they should.
The author thinks that the good selling of Arch Deluxe________.
选项 A、was due to McDonald’s great reputation
B、increased the adhesiveness of the customers
C、changed many customers’ tastes in hamburgers
D、couldn’t reflect the preference of typical consumers
答案D
解析 细节题。根据题干中的Arch。Deluxe可定位至第六、七段。第六段第二句举了 “招牌汉堡”的例子，第七段对该例子进行概括总结，指出focus group enthusiasts were not a good guide to the attitude of the typical consumer(焦点小组的狂热者们并不能很好地引导普通消费者的态度)。D项是对原文的概括转述，故正确。A项属于主观臆断，第六段最后一句提到，这家快餐巨头没有理由不会成功，因为焦点小组的客户们喜欢“招牌汉堡”，由此可知，这次营销成功是因为焦点小组的客户对该产品的喜爱，作者并未提到麦当劳品牌名声的影响力，故排除该选项。B项和C项属于无中生有，文中没有提到这次热卖增加了麦当劳顾客的黏性，或改变了顾客吃汉堡的口味，故排除这两项。故本题答案为D项。
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