首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
考研
It’s a truism of business-book thinking that a company’s brand is its "most important asset," more valuable than technology or p
It’s a truism of business-book thinking that a company’s brand is its "most important asset," more valuable than technology or p
admin
2023-02-22
56
问题
It’s a truism of business-book thinking that a company’s brand is its "most important asset," more valuable than technology or patents or manufacturing prowess. But brands have never been more fragile.
The reason is simple: consumers are supremely well informed and far more likely to investigate the real value of products than to rely on logos. "Absolute Value," a new book by Itamar Simonson, a marketing professor at Stanford, and Emanuel Rosen, a former software executive, shows that, historically, the rise of brands was a response to an information-poor environment.【B1】___________It was hard to figure out if a new product from an unfamiliar company was reliable or not, so brand loyalty was a way of reducing risk.
Today, consumers can read reams of research about whatever they want to buy. This started back with Consumer Reports, which did objective studies of products, and with J. D. Power’s quality rankings, which revealed what ordinary customers thought of the cars they’d bought.【B2】______
A recent PricewaterhouseCoopers study found that eighty per cent of consumers look at online re-views before making major purchases, and a host of studies have logged the strong influence those re-views have on the decisions people make. The rise of social media has accelerated the trend to an astonishing degree: a dud product can become a laughingstock in a matter of hours.【B3】________________
For established brands, this is a nightmare. You can never coast on past performance—the percent-age of brand-loyal car buyers has plummeted in the past twenty years—and the price premium that a recognized brand can charge has shrunk. If you’re making a better product, you can still charge more, but, if your product is much like that of your competitors, your price needs to be similar, too. That’s the clearest indication that the economic value of brands—traditionally assessed by the premium a company could charge—is waning.【B4】____________But even here the information deluge is transformative; luxury travel, for instance, has been profoundly affected by sites like TripAdvisor.
For consumers this is ideal: they’re making better choices, and heightened competition has raised quality and held down prices. And they’re not the only beneficiaries; upstarts now find it easier to compete with the big boys. If you build a better mousetrap, people will soon know about it. For much of the twentieth century, consumer markets were stable.【B5】______________
[A] However, most consumers figure out how to find what they are looking for without spending huge amounts of time online and this has made customer loyalty pretty much a thing of the past.
[B] Today, they are tumultuous, and you’re only as good as your last product. For brands like Lululemon, there’s only one consolation: make something really great and your past sins will be forgotten.
[C] When consumers had to rely on advertisements and their past experience with a company, brands served as proxies for quality; if a car was made by G.M., or a ketchup by Heinz, you assumed that it was pretty good.
[D] In the old days, you might buy a Sony television set because you’d owned one before, or because you trusted the brand. Today, such considerations matter much less than reviews on Amazon and Engadget and CNET.
[E] But what’s really weakened the power of brands is the Internet, which has given ordinary consumers easy access to expert reviews, user reviews, and detailed product data, in an array of categories.
[F] This isn’t true across the board: brands retain value where the brand association is integral to the experience of a product (Coca-Cola, say), or where they confer status, as with luxury goods.
[G] In a world where consumers are oftentimes overwhelmed with information, the role a brand plays in people’s lives has become all the more important.
【B5】
选项
答案
B
解析
空格前一句指出在20世纪大多数时候,消费者市场是平稳的;其中,were说明这是过去的情况。B指出消费者市场现在的情况是动荡的(tumultuous),正好与空格前的情况形成对比:其中,they指代空格前所说的consumer markets。故B为答案。
转载请注明原文地址:https://www.kaotiyun.com/show/iiMD777K
0
考研英语一
相关试题推荐
Skepticsofhighereducationoftencomplainthatuniversitiesoffertoomanyboringdegreeswithlittlevalueintheworkplace.【
Inourcontemporaryculture,theprospectofcommunicatingwith—orevenlookingat—astrangerisvirtuallyunbearable.Everyone
Inourcontemporaryculture,theprospectofcommunicatingwith—orevenlookingat—astrangerisvirtuallyunbearable.Everyone
Happypeopleworkdifferently.They’remoreproductive,morecreative,andwillingtotakegreaterrisks.Andnewresearchsugge
Happypeopleworkdifferently.They’remoreproductive,morecreative,andwillingtotakegreaterrisks.Andnewresearchsugge
TheUnitedStatesiswidelyrecognizedtohaveaprivateeconomybecauseprivatelyownedbusinessesplay【C1】________roles.TheA
Amtrak—thelargestrailwaycompanyintheU.S.—wasexperiencingadeclininginridership.【C1】________majorconcernstoAmtraka
HowdoyouexplaineconomicsinplainEnglish?TheFederalReserveBankofNewYorkhasbeenansweringthequestionwithaneven
Couldyoursmartphonepreventacarfromhittingyou?GeneralMotorsandotherresearchersthinkthat’sapossibility【C1】_______
Thenewsaboutvitaminskeepsgettingworse.Manystudiespublishedinthelastfewyearsshowsthatavarietyofpopularsupple
随机试题
生产费用分配标准与待分配生产费用之间应具有密切的依存关系,体现了生产费用分配方法与分配标准设计的
A.不超过舌腭弓B.不超过咽腭弓C.接近悬雍垂D.达到正中线E.超过咽腭弓工度扁桃体肿大时,扁桃体【】
患儿男性,9个月。烦躁不安,易激惹,偶尔呕吐,大便稀,2~3次/d,查体:嗜睡,前囟稍紧张,颈抵抗可疑,心肺腹无异常,布鲁津斯基征(+),巴宾斯基征(±)。外周血检测无明显异常。患儿仍发作性抽搐,需要首先进行的是
A.INaB.ICaC.IfD.IKI缓慢内向电流是指
牙体应用术语中"中线"是指
秦某的行为应以何罪定罪处罚?对刘某正确的处理是:
长城股份有限公司(以下简称“长城公司”)2015年度发生与股权投资相关的交易或事项如下:(1)2015年2月3日,长城公司以银行存款按12.4元/股的价格购入黄山公司发行在外的普通股股票10万股(其中含有已宣告但尚未发放的现金股利0.4元/股),另支付相
某工厂正在研究选择具有同一功能的A、B两种机械哪一种有利的问题,两机械的寿命都是7年。初期投资额,A机械为10万元;B机械为14万元。每年的作业费用(假定为每年年末),A机械为2万元;B机械为0.9万元。该厂拟定的收益率为12%。已知:(P/A,12%
ParadiseLostandParadiseRegainedwerewrittenby______.
EarlierthisyearImetwithagroupofwomeninMatela,asmallfarmingvillageinTanzania,andwediscussedsomethingthat’s
最新回复
(
0
)