同等學力英語輔導 每日一練（3月12日）

    We can see how the product life cycle works by looking at the introduction of instant coffee. When it was introduced，most people did not like it a：；well as “regular” coffee and it took several years to gain general acceptance（introduction stage）．At one point，though，instant coffee grew rapidly in popularity and many brands were introduced（stage of rapid growth）. After a while people became attached to one brand and sales leveled off (stage of maturity). Sales went into a slight decline（衰退）when freeze-dried coffees were introduced（stage of decline）.

    The importance of the product life cycle to marketers is this：different stages in the product life cycle call for different strategies. The goal is to extend product life so that sales and profits do not decline. One strategy is called market modification. It means that marketing managers look for new users and market sections. Did you know，for example，that the backpacks that so many students carry today were originally designed for the military？

    Market modification also means searching for increased usage among present customers or going for a different market，such as senior citizens．A marketer may re- position the product to appeal to new market sections．

    Another product extension strategy is called product modification. It involves changing product quality，features，or style to attract new users or more usage from present users. American auto manufacturers are using quality improvement as one way to recapture world markets. Note，also，how auto manufacturers once changed styles dramatically from year to year to keep demand from falling.

6. According to the passage，when people grow fond of one particular brand of a product，its sales will ___.

A. decrease gradually B. become unstable C. improve enormously D. remain at the same level

7. The first paragraph tells us that a new product is＿.

A. usually introduced to satisfy different tastes B. often more expensive than old ones
C. often inferior to old ones at first D. not easily accepted by the public

8. Marketers need to know which of the four stages a product is in so as to .

A. work out marketing policies B. increase its popularity C. promote its production D. speed up its life cycle

9. The author mentions the example of “backpacks” （Line 5，Para. 2） to show the importance of .

A. increasing; usage among students B. exploring new market sections
C. pleasing the young as well as the old D. serving both military and civil needs

10. In order to recover their share of the world market，U. S. auto makers are .

A. improving; product quality B. modernizing product style
C. re-positioning their product in the market D. increasing product features


Key:

B A B C A

核心詞匯：

1、decline下降，下跌；減少；衰退，衰落婉拒；謝絕[+to-v] As one grows older one's memory declines. 人的記憶力隨著年齡增長而衰退。 Unemployment declined to 4 percent last month. 上個月失業(yè)率降至百分之四。 She declined their invitation. 她婉拒了他們的邀請。

2、instant立即的，即刻的；緊迫的，迫切的；迫在眉睫的；(食品)速食的;速溶的 The telegram asked for an instant reply. 這封電報要求立即回復。 The flood victims were in instant need of help. 水災難民急需救助。 He often eats out at an instant Chinese restaurant. 他常在一家中式快餐館吃飯。

3、extension伸展；伸長；擴大；延長；延期；緩期；延長部分；擴大部分the extension of our foreign trade 擴大我們的對外貿易 We had hoped for the extension of the deadline to the end of the week. 我們曾希望把最后期限延至周末。 We built an extension to our house. 我們擴建了我家的房屋。