2. 外语
  3. Mike MeCue is the CEO of a company in the United States called Tellme Networks. His company provides information to people over

Mike MeCue is the CEO of a company in the United States called Tellme Networks. His company provides information to people over

admin2022-10-25  53
问题
    Mike MeCue is the CEO of a company in the United States called Tellme Networks. His company provides information to people over the phone about a variety of topics such as weather and sport score. In 2006, the Fast Company Magazine reported that Mike has a special way to check whether his new ideas for products are good ones. Each time he develops a new project, he puts it through what he calls the "Mom Test". The test requires that his mother, who is 66 years old, understands how to use product, wants to use the product, and is able to use the product. Every time he has a new product idea, he calls his mom. If he can explain it in a way that she understands, he feels a lot more confident about selling the idea to potential investors. He had one idea about introducing a product like Skype, which enables people to use Internet to talk to each other, but rejected it because it did not meet with approval from his mother.
    Although Mike McCue has discovered that simplicity is often not only important for product design but also for attracting customers, his mother represents a very important and growing market segment, which should be listened to and catered to. This group of people called the " silver generation" —that is, people who are over 65 years of age. In Japan, in 2015 a quarter of all people were over 65. Some projections estimate that this group will spend $95 billion a year on products to make their lives easier. While this is particularly true in Japan, with one of the most aging populations in the world, similar trends can be seen in other countries too, particularly in the U.S. and in Europe.
    Naturally, some companies are paying attention to this huge potential new market. The introduction of the Easyphone by NTT Docomo is a good example of how companies are gradually recognizing the needs of the silver generation. Unlike many of its other phones aimed at different segments of the market, NTT Docomo does not complicate its Easyphone with unnecessary functions. The phone is simple and plain to design. Similarly, the Life Phone, recently launched in the U. K., includes features which help those with hearing or sight problems.

    NTT Docomo is not the only company interested in this market. The car company Nissan has developed vans with ramps for wheelchair access and cars with special modifications aimed at assisting elderly drivers. Also, Sanyo has developed a special bathtub that allows people in wheelchairs to take baths. It is not just in high-technology industries that this is occurring. Companies in every sector have to pay attention to the silver generation. For example, construction companies are building more homes with features such as wheelchair access and home elevators. Food companies are also developing products that meet the special dietary needs of older people.
    Companies like these and others are learning crucial lessons about their rapidly changing markets. In this day and age, they have to be very careful about their marketing strategy. The days of the " one-size-fits-all" approach are certainly gone. Companies need to clearly recognize every segment of their market and design appealing products. Companies that don’t do this are putting their future survival at risk. When marketing to the over 65s, they should remember that simple is beautiful. They should also remember that the future is bright: the future is silver. Questions 66-70
    Complete the summary below with information from the passage, using no more than three words for each blank.
    The 20th century was the era of the young; the 21st century is the age of the【A1】________generation. As businesses made【A2】________about the number of elderly people and how much money they have, they are recognizing that they must【A3】________this huge market and make products which【A4】________with their approval.
    Companies that fail to understand this crucial fact are putting【A5】________at risk.
【A2】
选项
答案projections
解析 根据空格后的关键词the number of elderly people and how much money they have，可以定位到第二段第四句：一些预测估计，这一群体每年将花费950亿美元购买产品，以使他们的生活更轻松。所以填写projections。
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本试题收录于： A类竞赛（研究生）题库大学生英语竞赛（NECCS）分类
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A类竞赛（研究生）

大学生英语竞赛（NECCS）

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