问题 问答题 案例分析题

1998年10月底,可口可乐公司出资78万元支持7800名湖北灾区小学生重返学堂。中国发生洪水后,可口可乐公司已经多次捐款捐物。当你听到那些孩子并不熟练地对记者说是解放军叔叔和可口可乐帮助了他们时,当你看到孩子们平生第一次喝可口可乐的那种兴奋劲儿时,当你得知中国内地除新疆,宁夏外都有可口可乐捐建的希望小学,并且可口可乐助教助困行动已经包括了小学生,中学生和大学生时,你认为,可口可乐想的到底是什么?可口可乐公司新任董事长艾华士在1998年访华时宜布,可口可乐将在已经向希望工程捐款了1000万元之后,再捐款500万元,资助至少3万名洪水灾区孩子和4000名其他地区失学儿童重返校园。对于中国人来说,可口可乐雪中送炭的形象大概会长久地驻留在他们心中。据美国盖洛普公司的调查结果,可口可乐品牌在中国消费者心目中的认知程度已经达到81%,如果想长久地占据中国市场,他们恐怕只能从下一代身上打主意。可口可乐中国公司副总裁卢炳松对记者说,1993年他们开始资助中国的希望工程时,美国总部有很多人不理解,因为,希望工程所资助的那些农村孩子也许五年,十年都未必有机会去喝一罐两三元的可口可乐,但是,可口可乐的人终于明白,今天的中国农村,将是明天具有巨大消费潜力的市场;今天得到他们资助得以受到教育的农村孩子,将是明天改变中国农村面貌的主流。需要一罐一罐被喝掉的可口可乐当然清楚,他们的消费者也是需要一个一个地培养的。可口可乐的老对手——百事可乐希望以“追星族”为年龄起点的“新一代”选择百事,但这些人未必会真的排斥伴随他们长大的可口可乐。如今,资助贫困地区,灾区儿童的方式,已经得到可口可乐总部认可,并且推广到非洲等地。对于可口可乐来说,中国发生的洪水,无疑又为他们提供了一次树立其商誉的机会。美国最新一期(财富)杂志公布了全球最受称赞的25家企业排名,可口可乐公司居通用公司之后,列第二位。

企业进行赞助活动的目的是什么?

答案

参考答案:

赞助的目的主要包括:

(1)为企业经济效益的提高创造社会大环境。

(2)表明企业作为社会的一员,为社会做出了贡献。

(3)以资证明企业的经济实力,赢得社会公众的信任。

(4)扩大企业知名度,使之成为公共关系广告。

选择题
单项选择题

Cooperation is the common endeavor of two or more people to perform a task or reach a jointly cherished goal. Like competition and conflict, there are different forms of cooperation, based on group organization and attitudes.
In the first form, known as primary cooperation, group and individual unite. The group contains nearly all of each individual’s life. The rewards of the group’s work are shared with each member. There is an interlocking identity of individual, group, and task performed. Means and goals become one, for cooperation itself is valued.
While primary cooperation is most often characteristic of preliterate societies, secondary cooperation is characteristic of many modern societies. In secondary cooperation, individuals devote only part of their lives to the group. Cooperation itself is not a value. Most members of the group feel loyalty, but the welfare of the group is not the first consideration. Members perform tasks so that they can separately enjoy the fruits of their cooperation in the form of salary, prestige, or power. Business offices and professional athletic teams are examples of secondary cooperation.
In the third type, called tertiary cooperation or accommodation, latent conflict underlies the shared work. The attitudes of the cooperating parties are purely opportunistic; the organization is loose and fragile. Accommodation involves common means to achieve antagonistic goals; it breaks down when the common means cease to aid each party in reaching its goals. This is not, strictly speaking, cooperation at all, and hence the somewhat contradictory term antagonistic cooperation is sometimes used for this relationship.

Which of the following statements about primary cooperation is supported by information in the passage

A.It was limited in prehistoric times.

B.It is usually the first stage of cooperation achieved by a group of individuals attempting to cooperate.

C.It is an ideal that can never be achieved.

D.It is most commonly seen among people who have not yet developed reading and writing skills.