Question

We can see how the product life cycle works by looking at the introduction of instant coffee. When it was introduced，most people did not like it as well as “regular” coffee and it took several years to gain general acceptance (introduction stage)．At one point，though，instant coffee grew rapidly in popularity and many brands were introduced (stage of rapid growth)．After a while people became attached to one brand, sales leveled off (stage of maturity)．Sales went into a slight decline (衰退) when freeze-dried coffees were introduced (stage of decline)．

The importance of the product life cycle to marketers is this：Different stages in the product life cycle call for different strategies. The goal is to extend product life so that sales and profits do not decline. One strategy is called market modification. It means that marketing managers look for new users and market sections. Did you know，for example，that the backpacks that so many students carry today were originally designed for the military?

Market modification also means searching for increased usage among present customers or going for a different market，such as senior citizens. A marketer may re-position the product to appeal to new market sections.

Another product extension strategy is called product modification. It involves changing product quality，features，or styles to attract new users or more usage from present users. American auto manufacturers are using quality improvement as one way to recapture (夺回)world markets. Note，also，how auto manufacturers once changed styles dramatically from year to year to keep demand from falling.

56. According to the passage，when people grow fond of one particular brand of a product，its sales will_______ .

A. decrease gradually                                 B．become unstable

C. improve enormously                       D．remain at the same level

57. The first paragraph tells us that a new product is_______ .

A．usually introduced to satisfy different tastes

B．often more expensive than old ones

C．often inferior to old ones at first

D．not easily accepted by the public

58. Marketers need to know which of the four stages a product is in so as to______.

A．work out marketing policies

B．promote its production

C．increase its popularity

D．speed up its life cycle

59. The author mentions the example of “backpacks” to show the importance of_______ .

A．increasing usage among students

B．pleasing the young as well as the old

C．exploring new market sections

D．serving both military and civil needs

60. In order to recover their share of the world market，US auto makers are_______ .

A．improving product quality

B．re-positioning their product in the market

C．modernizing product styles

D．increasing product features

Answer 1

产品生命周期一般可以分为四个阶段：引入期、成长期、成熟期、衰退期。那么，商人们该如何把握住该周期的各个阶段，采取策略，以尽力延长产品的寿命呢？……

56. 【解析】选D。细节理解题。从第一段“After a while people became attached to one brand，sales leveled off (stage of maturity)．过一段时间后，人们钟爱于一种品牌，它的销量由此进入平衡状态(成熟期)。”可判断，D选项正确。

57.【解析】选D。细节理解题。A、B、C在文中均没有涉及。而从第一段的“When it was introduced，most people did not like it as well as ‘regular’ coffee and it took several years to gain general acceptance (introduction stage)．”“引进它(速溶咖啡)后，很多人不像喜欢普通口味咖啡那般喜欢它。历经数年之后，它才获得了大众认可(引入期)。”可知，新产品不容易被公众接受。D选项正确。

58.【解析】选A。推断理解题。从第二段第一句话“The importance of the product life cycle to marketers is this：Different stages in the product life cycle call for different strategies. ”“产品生命周期对于商人的重要性在于，市场策略因阶段不同而不同。”可知，商人要熟知某产品的四个阶段以便制定市场策略。A选项正确。

59.【解析】选C。推理判断题。第二段讲述了两种策略之一的市场改良(market modification)，即市场经理需要挖掘新的消费者和市场空白区。接着作者举了背包一例。背包本为军队设计，现如今已成为学生必不可少的伴侣，由此证明挖掘市场新区域及新消费者的重要性。

60.【解析】选B。推理判断题。最后一段讲述了策略之一的产品改良(product modification)，涉及产品质量、特色或风格改进。接着举了美国汽车制造厂一例：它改进产品质量，重新抢占全球市场；年年变换产品风格，保持其需求量。因此可知，美国汽车制造厂是在重新定位其产品的市场坐标，故B正确。A、C、D三项片面。