雅思阅读全真模拟题企业的社会责任.docx

雅思阅读全真模拟题企业的社会责任.docx

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雅思阅读全真模拟题企业的社会责任

雅思阅读全真模拟题：

企业的社会责任

-anewconceptofmarket

　　MaybeBenJerry”sandTheBodyShopsetthemselvesupforafallbyappearingtohaveamonopolyonnukinganhonestbuck.Buttheirstrugglesarealessononhowlittleweknowabouttheminefieldofethicalmarketing.

　　TheBodyShop,alongwiththeAmericanicecreammakerBenandJerry”s,washailedasanewbreedofgreen,orenvironmentallyconscious,business.

　　BenandJerry’s

　　ABenjerry”soffersaverysweetbenefitspackagetoemployees.First,everyoneofthe700+BenJerry”sworkersisentitledtothreefreepintsoficecream,sorbetorfrozenyogurtperdayworked.（Someworkersevenuseallotmentsoftheirfreetreatstobarterforothergoodsandservicesintownsuchashaircuts）.Beyondthefreebies,personnelreceivesa50%discountonthecompany”sfrozengoodies,a40%discountonmerchandiseandafurther30%breakonnon-BenJerry”sfoodsatcompanyoutlets.

　　BWorkersarefurtherentitledtobepaidfamilyleaveandmaytakeadvantageoftheEmployeeStockPurchaseProgramtopurchasecompanystock（aftersixmonthswiththeorganization）ata15%discount.Beginningin1998,316stockoptionsareawardedtoeachworker（excludingdirectorsandofficers）andstockisalsoassignedtoeachemployee”s401Kplanattheendofthecalendaryear.Thesecontributionsareintendedtoachievethecompany”sgoaloflinkedprosperity,i.e.toassurethatfutureprosperityiswidelysharedbyallemployees.

　　COtherbenefitsinclude:

　　Healthinsurance,includingcoverageforwellbaby-careandmammograms

　　Lifeinsurance（twicetheemployee”sannualsalary）

　　Dentalinsurance

　　Long-termdisabilityplanpaying60%ofsalarysixmonthsafterdisabilityfordurationofdisability

　　Short-termdisabilityplanpaying60%ofsalaryforsixmonths

　　Maternityleavewithfullpayforsixweeksafterdelivery

　　TheBodyShop

　　DHistoryofTheBodyShopAnitaRoddickstartedTheBodyShopwithamere￡4,000andadream.Withover1,900storesin50countries.TheBodyShopwasfoundedin1976inBrighton,England.Fromheroriginalshop,whichofferedalineof25differentlotions,creams,andoils,Roddickbecamethefirstsuccessfulmarketerofbodycareproductsthatcombinednaturalingredientswithecologically-benignmanufacturingprocesses.Hercompany”srefusaltotestproductsonanimals,alongwithaninsistenceonnonexploitativelaborpracticesamongsuppliersaroundtheworld,appealedespeciallytoupscale,mainlymiddleclasswomen,whowereandhavecontinuedtobethecompany”sprimarymarketAssalesboomed,eventheconservativefinancialmarketsapprovedofTheBodyShop”simpressiveprofitpicture,andapublicstockofferingin1984wassuccessful.Anexpansioncampaignfollowed.In1988thecompanyenteredtheU.S.marketbyopeningastoreinNewYorkCity,andby1997thecompanyboasted1,500stores,includingfranchises,in47countries.Anti-marketingseemedtobesmartmarketing,atleastasfarasTheBodyShopwasconcerned.

　　EPartofthesecretofTheBodyShop’searlysuccesswasthatithadcreatedamarketnicheforitself.Thecompanywasnotdirectlycompetingagainstthetraditionalcosmeticscompanies,whichmarketedtheirproductsasfashionaccessoriesdesignedtocoverupflawsandmakewomenlookmorelikethe

　　fashionmodelswhoappearedintheirlavishads.Instead,TheBodyShopofferedalineofproductsthatpromisedbenefitsotherthanappearance—healthierskin,forinstance—ratherthansimplyabetter-lookingcomplexion.Thecompanyisknownforpioneeringthenatural-ingredientcosmeticmarketandestablishingsocialresponsibilityasanintegralpartofcompanyoperations.TheBodyShopisknownforitsethicalstances,suchasitsmonetarydonationstothecommunitiesinwhichitoperates,anditsbusinesspartnershipswithdevelopingcountries.In1988RoddickopenedherfirststoreintheUnitedStates,andbythattime—throughvarioussocialinitiativessuchastheStoptheBumcampaigntosavetheBrazilianrainforest（thesourceofmanyofthecompany”snaturalingredients，andstrongsupportofemployeevolunteerism——TheBodyShopnamehadbecomesynonymouswithsocialactivismandglobalpreservationworldwide.Thecompanyhadalsobecomeimmenselyprofitable.

　　FBythemid-1990s,however.TheBodyShopfacedgrowingcompetition,forcingittobeginitsfirstmajoradvertisinginitiative,themostprominentpartofwhichwasthe“Ruby”campaign.ThecampaignwaspersonifiedbyRuby,adollwithRubenesqueproportionswhowasperchedonanantiquecouchandwholookedquitepleasedwithherselfandherplumpframe.RandyWilliamson,aspokespersonforTheBodyShop,said,“Rubyisthefruitofourlong-establishedpracticeofchallengingthewaythecosmeticindustrytalkstowomen.TheRubycampaignisdesignedtopromotetheideathatTheBodyShopcreatesproductsdesignedtoenhancefeatures,moisturize,cleanse,andpolish,nottocorrect‘flaws’.TheBodyShopphilosophyisthatthereisrealbeautyineveryone.Wearenotclaimingthatourproductsperformmiracles.

　　GTheCompetitiontheBodyShoplostmarketshareinthelate1990’stoproduct-savvycompetitorsthatofferedsimilarcosmeticsatlowerprices.ThemaincompetitorsareH20,Sephora,BathandBodyWorks,andOrigins.ResearchResultsResearchshowedthatwomenappreciateTheBodyShopforitsethicalstandards.Theyarepleasedbycompanieswithgreenactions,notpromises.TheresearchprovedthatTheBodyShophasbeenputonthebackburnerinmanypeople”sminds:

overcrowdedbynewer,fresherBrandsCompaniesliketheBodyShopcontinuallyhypetheirproductsthroughadvertisingandmarketing,oftencreatingademandforsomethingwherearealneedforitdoesnotexist.Themessagepushedisthattheroutetohappinessisthroughbuyingmoreandmoreoftheirproducts.Undersuchconsumerism,theincreasingdominationofmultinationalsandtheirstandardisedproductsisleadingtoglobalculturalconformity.Otherdownfallfactorsalsoincludemisleadingthepublic,lowpayandagainstunions,exploitingindigenouspeople;Alsothemassproduction,packagingandtransportationofhugequantitiesofgoodsisusinguptheworld”sresourcesfasterthantheycanberenewedandfillingtheland,seaandairwithdangerouspollutionandwaste.

　　HTheProblemTheBodyShophasusedsafeandtimidadvertisingoverthelastdecade,decreasingmarketshareandbrandvalue.Withtheriseofnew,morenaturalandenvironmentallyfriendlycompetitors,TheBodyShopcannolongerstandbehindbeingthegreenestormostnatural.TheSolutionTheBodyShopistheoriginatorofethicalbeautywithouractionsspeakinglouderthanourwords.ThisisthenewdirectionofTheBodyShop.Wewillbeapartofdifferentactsofkindnessinbigcities.Wewilleliminateunwantedgraffiti,purifycityair,andgivethecustomeranopportunitytobeapartofsomethinggood.

　　Questions1-4

　　ThereadingPassagehassevenparagraphsA-H.

　　Whichparagraphcontainsthefollowinginformation?

　　WritethecorrectletterA-H,inboxes1-4youranswersheet.

　　1AnactiontakentoEstablishingsocialresponsibilityinconservationproject

　　2adescriptionoftheconventionalwaytheadsappliedtotalktoitscustomers

　　3Ahistoryofahumbleoriginandexpansion

　　4managementpracticesarcintendedtolinedupthecompany”sgoalwithparticipants”prosperity

　　Questions5-7

　　Choosethethreecorrectletter,A-F.

　　Writeyouranswersinboxes5-7onyouranswersheet.

　　5-7）WhataretrueabouttheBenJerry”scompanymanagement

　　ATherewaslittledifferencebetweenthehighestsalaryandthelowest

　　BTheywereadvertisingtheirproductwithpowerfulinternalmarketing.

　　CTheyoffertheemployeecomplimentaryproduct

　　DEmployeewereencouragedtogiveservicesbacktothecommunity

　　Etheproductsaredesignedforworkerstobarterforothergoodsandservices

　　Fofferedapackageofbenefitsfordisableemployees

　　Questions8-10

　　Choosethethreecorrectletter,A-F.

　　Writeyouranswersinboxes8-10onyouranswersheet.

　　WhatarethefactorsoncecontributedtothesuccessfortheBODYSHOP?

　　Apioneeringthenatural-ingredientcosmeticsmarket

　　Bappealedtoprimarymarketmainlyoftherichwomen

　　Cfocusedontheirlavishadscampaign

　　DThecompanyavoidedproducingthetraditionalcosmeticsproducts

　　Eitsmoralconceptthatrefusestouseanimals-testedingredients

　　Fitsmonetarydonationstothecommunitiesandindevelopingcountries

　　Questions11-13

　　Choosethethreecorrectletter,A-F.

　　Writeyouranswersinboxes11-13onyouranswersheet.

　　WhatarcthefactorsleadingtothelaterfailureforBODYSHOPcompany?

　　Aitsphilosophythatthereisrealbeautyineveryoneisfaulty

　　Bfailtofulfillpromiseswhileactedlikemisleadingthepublic

　　Cfacedgrowingcompetition

　　Ditscreatingdemandforsomethingthatthecustomersdonotactuallyneed

　　Eitsnewer,fresherBrandsarenotsuccessfulintheMarket

　　Ffailtooffercosmeticsatlowerpricesthancompetitors

　　文章题目：

营销的新概念

　　篇章构造

　　体裁论说文

　　题目营销的新概念

　　构造A段：

BenJerry为员工供应商品免费和折扣福利

　　B段：

BenJerry为员工供应带薪探亲假和股票购置优待

　　C段：

BenJerry为员工供应的其他福利

　　D段：

TheBodyShop的进展历程和营销策略

　　E段：

TheBodyShop早期胜利的秘诀

　　F段：

TheBodyShop为应对竞争，发起名为Ruby的运动

　　G段：

TheBodyShop衰落的因素

　　H段：

TheBodyShop存在的问题和解决方法

　　试题分析

　　Question1-13

　　题目类型：

LISTOFHEADINGS

　　题号定位词文中对应点题目解析

　　1EstablishingsocialresponsibilitiesE段第四句E段第四句提到Thecompanyisknowfor…andestablishingsocialresponsibilityasanintegralpartofcompanyoperations.

　　因此，此题答案为E。

　　2Ads,talktocustomersF段第三句F段第三句提到Rubyis…thecosmeticindustrytalkstowomen。

此处的Ruby在前文中提到就是指TheBodyShop的广告活动。

　　因此