问题 单项选择题 案例分析题

派克公司生产的钢笔在全球一直享有盛誉。公司在40年代至50年代正处于发展的高峰期。然而,此间,匈牙利人拜罗兄弟发明了圆珠笔,一举打破了派克公司一统市场的局面。圆珠笔造价低廉,使用方便,一问世就深受广大消费者的欢迎。派克公司在竞争中显得被动无力,不仅身价一落千丈,销售额骤减,而且几乎濒临破产。该公司欧洲高级主管马科利认为,派克公司在这场市场争夺战中的致命错误,是没有以己之长,攻人之短,而是拿自己之短与别人之长相争。鉴于此,马科利下定决心要扭转公司的局面。他筹集巨资,买下了派克公司,接着立即着手重塑派克钢笔形象。派克公司生产的笔历来讲究做工,品质优良,这正是其长处,显然不能拿这种高品质的笔去同廉价的圆珠笔在普通消费者市场上一比高低。因而新的派克公司着意突出其高雅、精美和耐用的特点,从一般大众化的实用品市场上抽身出来,竭力宣传其作为高社会地位的象征的特点。确立了战略思想后,派克公司采取了两项重要战术措施。首先,削减派克钢笔产量,并将原来的销售价提高30%。同时,增加广告预算,加强宣传以提高派克钢笔作为社会地位象征物品的知名度。凭借上述措施,派克笔终于在竞争中站稳了脚跟,并以华贵、精美为特征,稳居世界高档笔市场。

派克公司的定价策略是()

A.撇油价格策略

B.声望价格策略

C.理解价值定价策略

D.差别价格策略

答案

参考答案:B

填空题
阅读理解

Grown-ups are often surprised by how well they remember something they learned as children but have never practiced still swim as well as ever ever since. A man when he gets back who has not had a chance to go swimming for years can in the water. He can get on a bicycle after many years and still ride away. He can play catch and hit a ball as well as his son. A mother who has not thought about the words for years can teach her daughter the poem that begins "Twinkle, twinkle, little star"。remember the story of Cinderella or Goldilocks and the Three Bears.

One explanation is the law of over learning , which can be stated as follows: Once we have learned something, additional learning trials(尝试)increase the length of time we will remember it.

In childhood we usually continue to practice such skills as swimming, bicycle riding, and playing baseball long after we have learned them. We continue to listen to and remind ourselves of words such as "Twinkle, twinkle, little star" and childhood tales such as Cinderella and Goldilocks. We not only learn but overleam.

The multinlicatinn tables(乘法口诀表)are an excention to the general rule that we forget rather quickly the things that we learn in school, because they are another of the things we overlearn in childhood.

The law of overleaming explains why cramming(突击学习)for an examination. though it may result in a passing grade, is not a satisfactory way to learn a college course. By cramming, a student may learn the subject  well enough to get by on the examination, but he is likely soon to forget almost everything he learned.A little overlearning. on the other hand, is really necessary for one's future development.

小题1:What is the main idea of paragraph I?

A.People remember well what they learned in childhood.

B.Children have a better memory than grown-ups.

C.Poem reading is a good way to learn words.

D.Stories for children arc easy to remember.小题2:The author explains the law of overleaming by_________.

A.presenting research findings

B.selling down general rules

C.making a comparison

D.using examples小题3:According to the author, being able to use multiplication tables is_______.

A.a result of overlearning

B.a special case of cramming

C.a skill to deal with math problems

D.a basic step towards advanced studies小题4:What is the author's opinion on cramming?

A.It leads to failure in college exams.

B.It's helpful only in a limited way.

C.It's possible to result in poor memory.

D.It increases students' learning interest.