Question

【题目】 The secret of the aroma

What is the first thing you notice when you walk into a shop? The products displayed（展示）at the entrance? Or the soft background music?

But have you ever noticed the smell? Unless it is bad, the answer is likely to be no. But while a shop’s scent may not be outstanding compared with sights and sounds, it is certainly there. And it is provided as an increasing powerful tool in encouraging people to purchase.

A brand store has become famous for its distinctive scent which floats through the fairly dark hall and out to the entrance, via scent machines. A smell may be attractive but it may not just be used for freshening air. One sports goods company once reported that when it first introduced scent into its stores, customers’ intention to purchase increased by 80 percent.

When it comes to the best shopping streets in Pairs, scent is just as important to a brand’s success as the quality of its window displays and goods on sales. That is mainly because shopping is a very different experience to what it used to be.

Some years ago, the focus for brand name shopping was on a few people with sales assistants’ disproving attitude and don’t-touch-what-you-can’t-afford displays. Now the rise of electronic commerce (e-commerce) has opened up famous brands to a wider audience. But while e-shops can use sights and sounds, only bricks-and-mortar stores (实体店) can offer a full experience from the minute customers step through the door to the moment they leave. Another brand store seeks to be much more than a shop, but rather a destination. And scent is just one way to achieve this.

Now a famous store uses complex man-made smell to make sure that the soft scent of baby powder floats through the kid department, and coconut scent in the swimsuit section. A department store has even opened a new lab, inviting customers on a journey into the store’s windows to smell books, pots and drawers, in search of their perfect scent.

【1】According to the passage, what is an increasingly powerful tool in the success of somebrand stores?

A.Unique scents.B.Friendly assistant.

C.Soft background musicD.Attractive window display.

【2】E-shops are mentioned in the passage to _______.

A.show the advantages of brick-and-mortar stores

B.urge shop assistants to change their attitude

C.push stores to use sights and sounds

D.introduce the rise of e-commerce

【3】Which of the following is true according to the passage?

A.The sport goods company once found an 80 percent increase in purchase.

B.For stores in Paris, the smell is more important than the window displays.

C.Both the E-commerce and the real stores focus on the attractiveness of goods.

D.Many famous stores nowadays are trying hard to find the ideal scent.

【4】The main purpose of the passage is to ______.

A.compare and evaluateB.examine and assess

C.argue and discussD.inform and explain

Answer 1

【答案】

【1】A

【2】A

【3】D

【4】D

【解析】

本文介绍了采用香味提高销售量的理念。文中讲述了香味对于传统实体店的影响。各大品牌店都加强了味觉对顾客消费欲求的刺激，并根据商品不同调节香味。

【1】细节理解题。根据第二段的“But while a shop's scent may not be outstanding compared with sights and sounds，And it is providing to be an increasing powerful tool in encouraging people to purchase”可知，虽然与视觉和声音相比，商店的气味可能并不突出，但它是鼓励人们购买的一个日益强大的工具。所以此句中的it指的是前面的scent，指独特的香味，故选A。

【2】推理判断题。根据第五段的“while e-shops …only bricks-and-mortar stores （实体店） can offer a full experience”可知，虽然网店可以使用图片和声音，但只有实体店才能提供完整的购物体验，即强调传统实体店的优势。故选A。

【3】推理判断题。根据“One sports goods company once reported that when it first introduced scent into its stores, customers’ intention to purchase increased by 80 percent.”可知，一家体育用品公司曾经报告说，当它第一次将香水引入商店时，顾客购买的意愿增加了80%，不是购买量增加了80%，因此A项不正确。根据“When it comes to the best shopping streets in Pairs, scent is just as important to a brand’s success as the quality of its window displays and goods on sales.”可知，提到巴黎的商店，气味对于一个品牌的成功来说，和橱窗展示的质量以及销售的商品一样重要，因此B项不正确。根据“But while e-shops can use sights and sounds, only bricks-and-mortar stores (实体店) can offer a full experience from the minute customers step through the door to the moment they leave. And scent is just one way to achieve this. ”可知，网店和实体店都是想办法在顾客进店的那一刻就留住他们，网店采用的是声音和图像，实体店采用的是香味。因此C项不正确。根据“A department store has even opened a new lab, inviting customers on a journey into the store’s windows to smell books, pots and drawers, in search of their perfect scent.”可知，一家百货商店甚至开设了一个新的实验室，邀请顾客到商店的橱窗里闻一闻书籍、罐子和抽屉，寻找它们的完美气味。因此推断现在许多著名的商店都在努力寻找理想的香味。因此D项正确。故选D。

【4】主旨大意题。这篇文章主要是谈论香味对购物者心理的影响，是一篇说明文，所以重在介绍和解释香味对于实体店的影响。A项意为对比和评估，文中把网店和实体商店进行了对比，对比谈到了，而评价涉及较少；B意为检测和评估，科学检测意味太浓，跟本文大意不符。C项意为争辩和讨论，没有批评靶子的情况下，这种说法不成立。本文只是介绍和解释了“香味”，故选D。