2. 外语
  3. Read the article below about the history of Coca Cola and the questions. For each question (13-18), mark one letter (A, B, C or

Read the article below about the history of Coca Cola and the questions. For each question (13-18), mark one letter (A, B, C or

admin2012-07-04  96
问题 Read the article below about the history of Coca Cola and the questions.
For each question (13-18), mark one letter (A, B, C or D) on your Answer Sheet.
    Nowadays, Coca-Cola’s trademark is world-famous and its products average a staggering 400 million servings per day in more than 155 countries. According to legend, it began in a three-legged kettle in the back yard of Atlanta pharmacist Dr. John Styth Permberton who carried a jug of his concoction down the street to Jacob’s Pharmacy where it was sold at the soda fountain for 5 cents a glass. Frank Robinson, Pemberton’s partner and bookkeeper thought two "C" ’s would look good in advertising and wrote "Coca-Cola" in the flowering script so famous today.
    It is significant that Permberton spent almost twice as much money on advertising during the first years of operation as he made in profits, for the growth of Coke’s popularity is as much due to the advertising and marketing strategy as it is to the quality of its product. By continually monitoring changes in consumer attitudes and behaviour, the Coca-Cola Co. has become a widely recognized leader in advertising, Pemberton could not foresee the greatest future awaiting his soft drink and sold out. Asa Griggs Candler bought the business and organized the Coca-Cola Co. into a Georgia corporation. In 1893, he registered Coca-Cola as a trademark.
    Under Candler’s leadership, the company began to grow quickly. In order to instigate a demand for the product, he spent heavily on advertising. Signs were put up from coast and appeared on calendars, serving trays and other merchandising items, urging people to drink Coke. Candler’s campaign paid off.
    Candler was a creative talent at advertising, but showed little imagination in understanding Coke’s marketing potential. In 1899, he sold the right to bottle Coke throughout most of the United States for $ 1, which he never bothered to collect. Candler saw Coke primarily as a soda-fountain drink. But two far-sighted businessmen from Chattanooga, Tennessee, Benjamin Franklin Thomas and Joseph Brown Whitehead, understood the potential, and, for the unpaid dollar, bought a franchise that became worth millions.
    Their agreement with Candler began the franchising bottling system that still remains the foundation of the Coca-Cola Co. ’s soft drink operations. Thomas and Whitehead sold the right to bottle Coke to franchisers in every part of the country in return for the bottler’s agreement to invest in the necessary resources and effort to make the franchise a success. During the following decade, 179 bottling plants went into operation.
    In the early 20th century, Coke blazed the advertising trail, developing innovative concepts that became accepted practices in the field. One of the most effective was the distribution and redemption of complimentary tickets, entitling the holder to a glass of Coke free at the soda fountain of a dispenser.
All of the following were the company’s successful examples of advertising except that
选项 A、the company distributed complimentary tickets for people to drink a glass of Coke free of charge.
B、the company flew an airship over Washington D. C. with a huge Coke sign on its side.
C、the company sold the rights to bottle coke to franchisers in every part of the United States.
D、the company set up along Pennsylvania Railroad line huge animated signs showed that a young man drawing a glass of coke from a crockery urn.
答案C
解析 选项C正是文中提到的可口可乐最初发展的反面例子，是创始人缺乏远见的表现。故选C。
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