Passage Four
Just five one-hundredths of an inch thick, light golden in color and with a perfect “saddle curl, ”the Lay’s potato chip seems an unlikely weapon for global domination. But its maker, Frito-Lay, thinks otherwise. “Potato chips are snack food for the world,” said Samman Amin, the company’s head of global marketing. Amin believes there is no corner of the world that can resist the charms of a Frito-Lay potato chip.
Frito-Lay is the biggest snack maker in
Its strategy rests on two beliefs: first, a global product offers economies of scale with which local brands cannot compete, and second, consumers in the 21st century are drawn to “global” as a concept. “Global” does not mean products that are consciously identified as American, but ones that consumers—especially young people—see as part of a modern, innovative (创新的)world in which people are linked across cultures by shared beliefs and tastes. Potato chips are an American invention, but most Chinese, for instance, do not know that Frito-Lay is an American company. Instead, Riskey, the company’s research and development head, would hope they associate the brand with the new world of global communications and business.
With brand perception, a crucial factor, Riskey ordered a redesign of the Frito-Lay logo(标识). The logo, along with the company’s long-held marketing image of the “irresistibility” of its chips, would help facilitate the company’s global expansion.
The executives acknowledge that they try to swing national eating habits to a food created in
49. It is the belief of Frito-Lay’s head of global marketing that _____.
A. potato chips can hardly be used as a weapon to dominate world market
B. their company must find new ways to promote domestic sales
C. the light golden color enhances the charm of their company’s potato chips
D. people all over the world enjoy eating their company’s potato chips
50. What do we learn about Frito-Lay from Paragraph 2?
A. Its products used to be popular among overseas consumers.
B. Its expansion has caused fierce competition in the snack market.
C. It gives half of its annual profits to its parent company.
D. It needs to turn to the world market for development.
51. One of the assumptions on which Frito-Lay bases its development strategy is that _____.
A. consumers worldwide today are attracted by global brands
B. local brands cannot compete successfully with American brands
C. products suiting Chinese consumers’ needs bring more profits
D. products identified as American will have promising market value
52. Why did Riskey have the Frito-Lay logo redesigned?
A. To suit the changing tastes of young consumers.
B. To promote the company’s strategy of globalization.
C. To change the company’s long-held marketing image.
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