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( B ) In the 1880s, people drank John Pemberton’s tonic to cure headaches. It wasn’t a very popular drink, and he sold only about a dozen drinks a day. That’s why Pemberton was willing to sell the rights to his medicinal drink. The buyer, Asa Griggs Candler, paid just $ 2,300 for the rights to Coca-Cola. Today, Coca-Cola (or Coke) is worth billions of dollars. It controls 50 percent of the world market in soft drinks. How did Coca-Cola become so popular? One answer is that Asa Candler was a very clever businessman. He was one of the first people to use mass marketing. How did he do this? First, he made his product unique. When he bought the rights to Coca-Cola, it came in ordinary bottles. It looked like every other drink on the market. To make Coca-Cola look different, Candler modernized the bottles. He also made an eye-catching logo for his products. When other companies tried to imitate Coca-Cola’s name, Candler took them to court. In addition to the unique bottle and logo, Candler spent a lot of time and money advertising his product. He used advertising to make a powerful image of Coca-Cola in the minds of his customers. He gave away free bottles of Coke. He put the name of his drink on pencils, trays, Japanese fans, matches, and many other things. Then he gave the things to people for free. He advertised Coca-Cola in the newspaper and painted the words “Drink Coca-Cola” on the sides of buildings and barns. By 1902, Coca-Cola was the best known product in the United States. Candler was also able to make memorable advertisements. They often had catchy slogans such as “The Pause That Refreshes.” He also used famous athletes to advertise his product. They helped people to think of Coca-Cola as a delicious drink for everyone. Today, businesses all over the world use mass marketing, but the makers of Coke were the first. 46. Candler bought the rights to Coca-Cola from _______. A. the inventor of a medicinal drink B. a well-known businessman C. a doctor D. a carpenter 47. The underlined sentence in paragraph 2 implies that __________.[来 A. he invited people from other companies to attend a court ball B. he shared Coca-Cola’s name with other companies after they went back from the court C. he played basketball with people from other companies on the basketball court D. he took legal action to those who wanted to copy Coca-Cola’s name 48. Candler used slogans to advertise his product. Slogans are _______. A. popular music B. free products C. memorable phrases D. simple things 49. By using mass marketing, Asa tried many ways EXCEPT _______. A. making Coca-Cola look different B. paying $ 2,300 for the rights to Coca-Cola C. advertising Coca-Cola a powerful image in the minds of the customers D. using famous athletes to advertise his product 50. The passage is mainly to _______. A. explain that it is easy to use mass marketing B. advice people to spend a lot of money and time on mass marketing C. tell how Asa changes Coca-Cola into a worldwide business by using mass marketing D. describe different ways of using mass marketing ( C ) It was raining as I got off the train in Nashville, Tennessee. I was tired so I went straight to my hotel. A big, heavy man was walking up and down in the hotel lobby. Something about the way he moved made me think of a hungry dog looking for a bone. He had a big, fat, red face and a sleepy expression in his eyes. He introduced himself as Wentworth Caswell – Major Wentworth Caswell – from “a fine southern family”. Caswell pulled me into the hotel’s barroom and yelled for a wai ter. We ordered drinks. While we drank, he talked continually about himself, his family, his wife and her family. He said his wife was rich. He showed me a handful of silver coins that he pulled from his coat pocket. By this time, I had decided that I wanted no more of him. I said good night. I was born in the south myself. But I live in New York now. I write for a large magazine. My boss had asked me to go to Nashville. The magazine had received some stories and poems from a writer in Nashville, named Azalea Adair. The editor liked her work very much. The publisher asked me to get her to sign an agreement to write only for his magazine. I left the hotel at nine o’clock the next morning to find Miss Adair. It was still raining. As soon as I stepped outside I met Uncle Caesar. He was a big, old black man with fuzzy gray hair. Uncle Caesar was wearing the strangest coat I had ever seen. It must have been a military officer’s coat. It was very long and when it was new it had been gray. But now rain, sun and age had made it a rainbow of colors. Only one of the buttons was left. It was yellow and as big as a fifty cent coin. Uncle Caesar stood near a horse and carriage. He opened the carriage door and said softly, “Step right in, sir. I’ll take you anywhere in the city.” (责任编辑：admin) |