题目内容
If chocolate were found to be seriously addictive,then the UK would need to find a way to kick the habit. The British lead the world in their love of the cocoa-based treat. As a product,chocolate has a lot of advantages,appealing to all ages,both sexes and all income groups.
Although Eastern Europe provides another promising market,few markets challenge the UK in terms of current confectionery (甜食) consumption. In the US,each American eats a mere 10 kg of confectionery per person a year,whereas UK consumers each manage 16 kg. In Europe,where the chocolate market is considered to be worth over $18. 5 billion,the UK accounts for almost a third of that total,followed some way behind by Germany,France and Italy.
Around 60% of all confectionery is bought without planning. Impulse buying makes the development of a strong brand image vital,and large long-established brands control the market. Building up these brands costs serious money. Media cost on confectionery is higher than that for any other impulse market.
Innovation (创新) is also very important for ongoing success,despite the chocolate market being controlled by consistent performers. The chocolate company Mars once launched(投放市场) fFlyte’claiming to be their first mainstream brand to address the demand for lower fat products. Another Mars launch,Celebrations,is claimed by the company's annual review to be showing signs of ‘revolutionising the boxed chocolates market by attracting new,younger customers'. ‘Traditionally,he boxed chocolates market hasn't changed very much. People who buy these products tend to be older and female. With Celebrations,we are finding that younger people and men are buying because the chocolates don't come in the traditional-shaped box — they look different” a Mars spokesman says.
One feature of the chocolate industry in recent years has been the emergence of special editions. Producers believe that special editions offer the consumer a new and exciting variation of a product,while suggesting the same consistent quality they associate with familiar brands. Since special editions are only available for a few weeks,they also have a unique quality about them. Far from reducing sales of the straight version,limited editions appear to simply increase overall sales.
6. What's the author's attitude towards the British's chocolate addiction?
A. Uncaring. B. Doubtful.
C. Objective. D. Dissatisfied.
7. Paragraph 2 is mainly developed by.
A. listing numbers B. using examples
C. explaining reasons D. making comparisons
8. The underlined words “Impulse buying” in Paragraph 3 refer to buying something.
A. suddenly when you see it
B. quickly when you need it G. because it is famous
D. because it is cheap
9. Who are most likely to buy “Flyte”?
A. Fashion followers.
B. Middle-aged men.
C. Regular customers.
D. Weight-conscious women.
10. We know from the last paragraph that special editions .
A. are of higher quality than ordinary ones
B. sell better than ordinary ones.
C. are available all year round
D. are newly appearing things
(饮食)
本文是说明文。文章介绍了英国的甜食产业.
6. C.观点态度题。通读全文,尤其是第 一段内容可知,作者并未对英国人的 嗜甜口味表示不满或者怀疑,而是以 客观的口吻介绍了英国的甜食产业。
7. 写作手法题。根据第二段内容可 知,作者从甜食消费市场方面将东欧 与英国作比较、从甜食消费量方面将 美国与英国作比较、从甜食产业值方 面将英国与欧洲其他国家作比较。
8. A.词义猜测题。根据第三段中的 without planning 及 makes the development of a strong brand image vital 可推测,impulse buying 就是“人 们没有预先计划,而是看到某一个牌 子时一时冲动的购买行为”。
9. D.细节理解题。根据倒数第二段中 的 ‘Flyte’ claiming to be their first,mainstream brand to address the demand for lower fat products 可知, Flyte应市场对含有更低脂肪产品的 需求而生,故对体重敏感的女性最有 可能购买该产品。
10. D.细节理解题。根据最后一段中 的 One feature of the chocolate industry in recent years has been the emergence of special editions 可知答 案。