问题 问答题

案例资料:卡尔公司于2010年7月向市场推出新产品——卡尔I型自动净水器,由于采取了新的净水技术且产品自动化水平更高,其产品定价比市场同类产品高出30%。为促进销售,企业花费了大量资金进行市场宣传,但是市场认可度不高,产品销售持续不见起色,月销量维持在1000台左右。2010年底,国内发生了一起水源污染事件,众多媒体开始对家庭健康用水进行广泛的讨论,越来越多的消费者也开始关注家庭用水质量,在此刺激下,自2011年1月开始,家庭净水器市场开始呈现快速增长趋势,卡尔I型自动净水器的市场销量也大幅度提升,由原来的月销量1000台迅速提升到2011年6月月销售10000台左右。为确保公司产品的竞争力,卡尔公司一方面对卡尔I型自动净水器进行了改进,另一方面又推出了更加小巧的卡尔II型自动净水器,进一步提升了市场销量,至2011年底达到月销量25000台。2012年初,由于竞争对手的加入,卡尔公司在家庭净水器市场的增长速度放缓。卡尔公司及时对卡尔I、II型自动净水器产品价格进行调整,分别降价15%和10%,并同时推出卡尔III、Ⅳ型自动净水器,这些新的策略使卡尔公司月销售量于2012年初开始至今一直维持在26000台左右。问题:

解释产品生命周期的含义。(4分)

答案

参考答案:产品生命周期是指产品从进入市场到退出市场所经历的市场生命循环过程。(4分)

阅读理解

阅读理解

     Today, people all over the world are moving out of small villages in the country to go and live in big,

noisy cities. They are moving from the peaceful hills, mountains, fields, rivers and streams of the

countryside to the busy world of streets, buildings, traffic and crowds. This movement from rural(乡下

的) areas to urban areas has been going on for over two hundred years.

     In many countries, the main reason people come to live in towns and cities is work. After one or two

large factories have been built in or near a town, people come to find work, and soon an industrial area

begins to grow. There is usually a_residential_area nearby, too. The families of these workers need

schools, hospitals and shops, so many people come to live in the area to provide these services and a

city grows.

     In every major city in the world, there is a business district where the big companies have their main

offices. In the United States, this area is usually in the city center downtown. It is here that you can see

many huge skyscrapers(摩天大楼)and office blocks. The people who work here often travel a long way

to work each day. Many of them live in the suburbs of the city, far away from the industrial area and the

city center. Some suburbs are very pleasant, with nice houses and big gardens. There are usually parks

for children to play in and large department stores where you can buy all you need.

      But what is the future of the big cities? Will they continue to get bigger and bigger? Perhaps not.

Some major cities have actually become smaller in the last ten years, and it is quite possible that one day

we will see people moving out of the major cities and back into smaller towns and villages.

1. The underlined phrase "a residential area" means an area________.

A. where people can buy things

B. which is suitable for living in

C. where people can do business

D. which is near a city center

2. Why do people move to live in cities or towns?

A. Because they can live more comfortably there.

B. Because they like noisy life better than peaceful life.

C. Because they mainly want to find work there.

D. Because they are sure of having a better life there.

3. Which of the following statement is NOT true about the business district?

A. Big companies usually have their main offices in the business district.

B. People usually work and live in the business district.

C. A business district usually lies in the city center downtown.

D. Nearly every major city has its own business district.

4. In the United States, many people work in the center of a big city________.

A. and live there

B. but live in the suburbs of the city

C. and live in another city

D. but live in rural areas

5. We can infer that this movement from rural to urban areas ________.

A. has been going on for more than 2,000 years

B. will surely continue in the future

C. may not continue in the future

D. has now stopped already

单项选择题