Haagen-Dazs from Europe started in 1989 and is 5-10 times more expensive than regular ice
cream.n price there is no real advantage. However, it adopted a unique marketing strategy, and quickly
occupiedthe market, a top ice cream brand.
Haagen Dazs did not set up shops in ordinary supermarkets or grocery stores. Haagen Dazs leisure
fashion shops are in busy sections of malls. Thelayout is carefully planned to create an elegant atmosphere, and sometimes, a flagship(旗舰) store layout will cost several million dollars.
Compared to other ice cream brands, Haagen Dazs consumers are tightly grouped. It is understood
that Haagen Dazs seldom does television advertising. The majority of ads are highly visual impact of the
print ads. In particular many advertisements lock those pyramid tip consumers. Moreover, as long as the
consumer spending 500 yuan to fill in a small form can become their members, these members will be
regularly sent advertisements by direct mail. Praise of customers is a powerful weapon for Haagen Dazs.
There is always much creative ingenuity (独创性) in Haagen Dazs advertising, so it is remembered by
the people.
☆initial advertisements such as: "Delicious Haagen Dazs, like 24K gold, Japan Kobe beef, original
palm oil, mushroom truffles and Chinese ceramics, Tiffany Africa …what "ice cream" was waiting for".
☆ "love her, let her eat Haagen Dazs" This classic sensational advertisement attracted more numerous Haagen Dazs lovers who become regulars.
Today, Haagen Dazs has 55 countries in the world with approximately 700 stores with annual sales of
more than 1 billion US dollars (about 8.28 billion yuan). Haagen Dazs has become the world"s most
popular top ice cream brand. In the United States, its market share is 6.1%, 1% in France, 4.6% in Japan, 4% in Singapore and 5% in Hong Kong.
Determined to take the "Qugaohegua" line, Haagen Dazs has combined accurate positioning in the
marketplace with dedicated brand goals. This is the real secret of success.
B. You can enjoy yourself both physically and spiritually by eating it.
C. It has become the world"s top ice cream brand through its efforts.
D. If you are one of its members, you may receive its advertisements regularly.
B. Because it doesn"t think television advertising attracts consumers.
C. Because it focuses on its target consumers by using other media.
D. Because its design isn"t suitable to be broadcast on the television.
B. The creative advertisements of Haagen-Dazs.
C. The Influence of Haagen-Dazs.
D. The marketing strategy of Haagen-Dazs.
already starting to transform business, government, science and everyday life. It has great potential for
good - aslong as consumers, companies and governments make the right choices about when to restrict
the flow ofdata, and when to encourage it.
A few industries have led the way in their ability to gather and take advantage of the data.
Credit-cardcompanies monitor every purchase and can identify cheats with a high degree of accuracy.
Stolen credit cards are more likely to be used to buy hard liquor than wine, for example, because it is
easier to overlook. Insurance firms are also good at combining clues to spot doubtful claims: dishonest
claims are more likely to be made on a Monday than a Tuesday, since policyholders (保险客户) who
stage accidents tend to assemble friends as false witnesses over the weekend. By combining many such
rules, it is possible to work out which cards are likeliest to have been stolen, and which claims are
untrue. By analyzing "basket data", supermarkets can make promotions to appeal to particular
customers" preferences. The oil industry uses supercomputers to help them before drilling wells.
But the data flood also poses risks. There are many examples of databases being stolen: disks
full of social-security data go missing, laptops loaded with tax records are left in taxis, credit-card
numbers are stolen by online purchase. The result can be privacy made public, identity stolen and
cheats permitted large space. Rather than owning and controlling their own personal data, they very
often find that they have lost control of it.
The best way to deal with the data flood is to make more data available in the right way, by requiring
greater transparency in several areas. First, users should be given greater access to and control over the
information held about them, including whom it is shared with. Google allows users to see what information
it holds about them, and lets them delete their search histories or modify the targeting of advertising, for
example. Second, organizations should be required to disclose details of security breaches, as is already
the case in some parts of the world, to encourage bosses to take information security more seriously.
Third, organizations should be subject to an annual security check, with the resulting grade made public
(though details of any problems exposed would not be). This would encourage companies to keep their
security measures up to date.
B. Benefits of Data Flood
C. Harms of Data Flood
D. How to Use Data in a Right Way
B. online purchases are becoming more and more popular
C. credit cards are not so secure to use and will go out of use very soon
D. insurance firms have to investigate before they confirm their policyholders" claims
B. companies and insurance firms are responsible for the data flood
C. the information flood is more useful to organizations than to individuals
D. the information flood has both positive and negative influence on modern life
year, according to a survey out today from employee recognition provider I Love Rewards and
career-services network Experience. Slightly more than 7% plan to use Facebook, up from 5%.
No longer do students just wait for visiting campus recruiters to learn about job possibilities.
Instead they"re using digital tools to find their dream jobs, says I Love Rewards CEO Razor
Suleman. Companies need to know their online image, then update anything that is outdated,
inaccurate or not interactive(互动的).
"The recruited have now become the recruiters," Suleman says. "They are now going out and
finding the companies they want to apply for."
Students learn about employers by viewing their websites, reading Facebook and Twitter
updates and perusing(精读)Linkedln profiles. Another information source: Comments by past
and current employees on job-oriented websites.
A strong digital presence is one way for employers to stand out as the search for the best
and brightest gets competitive.
Slightly more than four in 10 employers say they will use "different" recruiting tactics(策略)to
reach Generation Y, according to a survey by job-search site Monster.com to be released today.
Of those respondents, almost 60% say social-networking sites are popular tools to reach Gen Y
candidates.
"Our reason for using social media is because that"s where we think the candidates are," he says.
The company posts updates and videos on topics such as job opportunities and the benefits
of being an employee. It also created a mobile-friendly site for those who want to apply via smart
phone.
"Younger people want to attach to you in a different way than the past," Lavery says. "They
want to interact with you. They want to learn about you."
The updated recruitment techniques take effort, but they work, he says.
In 2010, UPS used those tactics to recruit 955 employees. The year before, it hired 29
employees through those means.
"It"s a time investment(投资)that you have to be willing to do," he says. "You can"t just have
a page up there and not have content. In social media, you have to have a give and a take, or
people won"t be a part of your community."
B. magazines
C. the Internet
D. radios
B. Because graduates tend to learn about employers through social media.
C. Because companies want to post advertisements for their products.
D. Because companies like to post videos and updates about their products.
B. attract
C. contact
D. employ
B. a company has to make great efforts to find the best graduates
C. a company doesn"t have to update the information about it
D. graduates are afraid to communicate with the boss of the company
Gaochun County, a picturesque county in east China"s Jiangsu Province, was expected to be named the first "slow city" in China in November this year.
The arrival of Pier Giorgio Oliveti, chairman of the World Slow City Union, raised the idea of a slow
city, which has become popular all over the world. In Shanghai, Oliveti said that the slow city movement
was founded in his hometown of Italy in October of 1999. "Italy is the birthplace of slow food, which
emphasizes nutrition, flavor and taste," he said.
Oliveti said the idea of a slow city has also expanded constantly during its development, which has led
to some special requirements today. For instance, the slow city always emphasizes a small town and its
residents, keeps a unique identity, characteristics and keeps the natural state of the town. It adopts
technology without losing traditional customs and offers to provide a clean environment, a fair deal and
healthy food for all. In addition, the slow city has to be eco-friendly with a population of no more than
50,000, and it must be deeply devoted to protecting and keeping the purity of the natural environment as
well as greatly promoting and carrying out sustainable (可持续的) development technologies.
The ecological tour of Gaochun County includes an area of about 49 square kilometers with around
20,000 residents. It has a lot of tea, bamboo fruits, herbs (草本植物) and other green food ecological
bases as well as rich folk culture resources.
There are now 135 slow cities in 24 countries across the world that have been named since the
founding of the organization in 1999.
a. have less and low-speed traffic
b. be environmentally friendly
c. keep the natural state of the town
d. stop the traditional ways of doing things
e. have a population within 50, 000
B. a, b and c.
C. b, c and e.
D. c, d and e.
B. control the population of big cities
C. give people more time to travel
D. improve quality of life
B. "Slow city" is a movement to eat slowly in Italian cities.
C. The slow city movement has a long history of over 20 years.
D. Only some cities can be considered slow ones
B. people begin to think about the negative effects of city development
C. people are tired of living in urban areas due to great pressure
D. people need to try a new adventurous style of life
B. Slow cities in the world
C. Slow cities and the slow city movement
D. How can we make our city a slow city?
to criticize Christmas? At first glance, the holiday season in western economies seems a treat
for those who are concerned with such things as GDP growth. After all, everyone is spending;
in America, sellers make 25 % of their yearly sales and 60 % of their profits between Thanksgiving
and Christmas. Even so, economists find something to worry about in the nature of the purchases
being made.
Much of the holiday spending is on gifts for others. At the simplest level, giving gifts involves
the giver"s thinking of something that the receiver would like - he tries to guess her preferences,
as economists say - and then buying the gift and delivering it. Yet this guessing of preferences is
often done badly. Every year, ties go unworn and books unread. And even if a gift is enjoyed, it
may not be what the receiver would have bought if they had spent the money themselves.
Interested in this mismatch between wants and gifts, in 1993 Joel Waldfogel, then an economist
at Yale University, attempted to estimate the disparity(差距) in dollar terms. He asked students
two questions at the end of a holiday season: first, estimate the total amount paid (by the givers)
for all the holiday gifts you received; second, apart from the emotional value of the items, if you
did not have them, how much would you be willing to pay to get them? His results were unpleasant:
on average, a gift was valued by the receiver well below the price paid by the giver.
The most conservative(保守的) estimate put the average receiver"s valuation at 90% of the
buying price. The missing 10% is what economists call a deadweight loss(无谓损失)because it"s
a waste of resources that could be avoided without making anyone poorer. In other words, if the
giver gave the cash value of the purchase instead of the gift itself, the receiver could then buy what
he/she really wants and be better off for no extra cost. It suggests that in America, where givers
spend $40 billion on Christmas gifts, $ 4 billion is being lost annually in the process of gift giving.
Add in birthdays, weddings and non Christian occasions, and the figure would balloon. So should
economists call for an end to gift giving, or at least press for money to become the gift of choice?
B. Because American sellers make a quarter of their yearly sales through holiday seasons.
C. Because holiday spending can speed up GDP growth.
D. Because sellers can make as much profit as 60 % every holiday season.
B. The purchases made over holiday season are actually a waste of money.
C. It"s really not easy to guess the others" preferences.
D. Much of the holiday spending is on gifts for others.
B. estimate the disparity (差距) between wants and gifts in economic terms
C. spark new ideas of economic studies on holiday spending
D. discover the exact cost of holiday spending on gift giving
B. it is actually a waste of resources in economic terms
C. with the money the givers can be better off for no extra cost
D. it makes many people even poorer for spending more on unwanted gifts
B. About 10% of the total value.
C. About $40 billion.
D. Much more than $4 billion.
During the past few years,scientists the world over have suddenly found themselves productively
engaged in the task they once spent their lives avoiding-writing,any kind of writing,and particularly letter
writing.Encouraged by electronic mail"s surprisingly high speed,convenience and economy,people who
never before touched the stuff are regularly,skillfully,even cheerfully tapping out a great deal of
correspondence.
Electronic networks,woven into the fabric of scientific communication these days are the route to
colleagues in distant countries to share data,bulletin boards and electronic journals.Anyone with personal
computer,a modem and the software to link computers over telephone lines can sign on.An estimated five million scientists have done so with more joining every day,most of them communicating through bundle of
interconnected domestic and foreign routes known collectively as the Internet,or net.
E-mail is starting to edge out the fax,the telephone,over-night mail,and of course,land mail.It shrinks
time and distance between scientific collaborators,in part because it is conveniently asynchronous (writers
can type while their colleagues across time zones sleep;their message will be waiting).If it is not yet
speeding discoveries,it is certainly accelerating communication.
Jeremy Bernstei,the physicist and science writer,once called E-mail the physicist"s umbilical cord (生命线).Lately other people,too,have been discovering its connective virtues.Physicists are using it;college
students are using it;everybody is using it,and as a sign that it has come of age,the New Yorker has
celebrated its liberating presence with a cartoon-an appreciative dog seated at a keyboard,saying
happily,"On the Internet nobody knows you"re a dog."
B.time-saving in delivery
C.money-saving
D.available around the clock
B.Electronic routes used to read home and international journals.
C.Electronic routes waiting for correspondence while one is sleeping.
D.Electronic routes connected among millions of users home and abroad.
B.Although it does not speed up correspondence,it helps make discoveries.
C.It quickens communication even if it does not accelerate discoveries.
D.The quick speed of correspondence may have ill effects on discoveries.
B. E-mail can sometimes be unreliable
C. the presence of E-mail deserves a discussion
D. E-mail users often ignore its disadvantages
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