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Haagen-Dazs from Europe started in 1989 and is 5-10 times more expensive than regular ice
cream.n price there is no real advantage. However, it adopted a unique marketing strategy, and quickly
occupiedthe market, a top ice cream brand.
Haagen Dazs did not set up shops in ordinary supermarkets or grocery stores. Haagen Dazs leisure
fashion shops are in busy sections of malls. Thelayout is carefully planned to create an elegant atmosphere, and sometimes, a flagship(旗舰) store layout will cost several million dollars.
Compared to other ice cream brands, Haagen Dazs consumers are tightly grouped. It is understood
that Haagen Dazs seldom does television advertising. The majority of ads are highly visual impact of the
print ads. In particular many advertisements lock those pyramid tip consumers. Moreover, as long as the
consumer spending 500 yuan to fill in a small form can become their members, these members will be
regularly sent advertisements by direct mail. Praise of customers is a powerful weapon for Haagen Dazs.
There is always much creative ingenuity (独创性) in Haagen Dazs advertising, so it is remembered by
the people.
☆initial advertisements such as: "Delicious Haagen Dazs, like 24K gold, Japan Kobe beef, original
palm oil, mushroom truffles and Chinese ceramics, Tiffany Africa …what 'ice cream' was waiting for".
☆ "love her, let her eat Haagen Dazs" This classic sensational advertisement attracted more numerous Haagen Dazs lovers who become regulars.
Today, Haagen Dazs has 55 countries in the world with approximately 700 stores with annual sales of
more than 1 billion US dollars (about 8.28 billion yuan). Haagen Dazs has become the world's most
popular top ice cream brand. In the United States, its market share is 6.1%, 1% in France, 4.6% in Japan, 4% in Singapore and 5% in Hong Kong.
Determined to take the "Qugaohegua" line, Haagen Dazs has combined accurate positioning in the
marketplace with dedicated brand goals. This is the real secret of success.
B. You can enjoy yourself both physically and spiritually by eating it.
C. It has become the world's top ice cream brand through its efforts.
D. If you are one of its members, you may receive its advertisements regularly.
B. Because it doesn't think television advertising attracts consumers.
C. Because it focuses on its target consumers by using other media.
D. Because its design isn't suitable to be broadcast on the television.
B. The creative advertisements of Haagen-Dazs.
C. The Influence of Haagen-Dazs.
D. The marketing strategy of Haagen-Dazs.
Remains of ancient civilization are places which were designed and built as a lasting tribute(致敬）to some individuals or events. By visiting these 1 monuments, you are sure to be amazed by how 2 the ancient civilization that existed centuries before you was. Some of the facilities which could be dated back hundreds of years ago are still in use today. Besides, you will also 3 at the mysterious stories behind it. The Great Wall, 4, is probably the best-known monument of China, which consists of a network of walls and towers through which the attack warnings could be received within minutes. 5 then had enough time to prepare. Estimates (估算）of the total length of the monument 6, depending on which sections are included and how they are measured. One of the 7 mysteries is that, although some of the wall is 8 in special radar images taken by satellites, astronauts have confirmed that the existing wall is not several thousand years old, nor is it, as many people had 9 visible to the human eye form outer space.
Even older than the Great Wall of China is the Great Pyramid(金字塔）of Giza. Over a 20-year period, thousands of workers made the vision become 10 with numerous blocks, each weighing more than two tons. It’s still a(n) 11 to modern people how ancient men handled12 of these giant stones in a time when cars or boats never existed some 4500 years ago. The pyramid served not only as a tomb for King Khufu, but also a place of 13 activity. The number of the God’s servants at that time showed the importance of such activities. After Khufu died, his body was carefully treated with various medicines and materials and was wrapped in order to be 14 for long. According to ancient Egyptian belief, the pyramid, where the mummy was placed, provided a place for the king to pass into the afterlife. Then his servants performed rituals(仪式）to bring 15 to the dead king’s soul, removing all the unrest and pain from his next life.
- 1.
- A.modern
- B.historic
- C.official
- D.commercial
- A.
- 2.
- A.advanced
- B.technical
- C.overlooked
- D.energetic
- A.
- 3.
- A.stare
- B.wonder
- C.aim
- D.call
- A.
- 4.
- A.in addition
- B.in other words
- C.however
- D.for example
- A.
- 5.
- A.Mechanics
- B.Workers
- C.Astronauts
- D.Soldiers
- A.
- 6.
- A.extend
- B.remain
- C.vary
- D.progress
- A.
- 7.
- A.long-standing
- B.widely-used
- C.carefully-chosen
- D.clearly-stated
- A.
- 8.
- A.recognizable
- B.reasonable
- C.reliable
- D.responsible
- A.
- 9.
- A.proved
- B.claimed
- C.threatened
- D.requested
- A.
- 10.
- A.reality
- B.tradition
- C.mansion
- D.civilization
- A.
- 11.
- A.burden
- B.secret
- C.solution
- D.fortune
- A.
- 12.
- A.finance
- B.storage
- C.transportation
- D.production
- A.
- 13.
- A.sports
- B.religious
- C.fighting
- D.family
- A.
- 14.
- A.preserved
- B.recovered
- C.buried
- D.restored
- A.
- 15.
- A.leadership
- B.peace
- C.honour
- D.inspiration
- A.