阅读理解
Just five one-hundredths of an inch thick, light golden in color and with a perfect “saddle curl,” the Lay''s potato chip seems an unlikely weapon for global domination. But its maker. Frito-Lay. Thinks otherwise.“ Potato chips are a snack food for the world,” said Salman Amin, the company''s head of global marketing. Amin believes there is no corner of the world that can resist the charms of a Frito-Lay potato chip.
Frito-Lay is the biggest snack maker in America. owned by PepsiCo. And accounts for over half of the parent company''s $3 billion annual profits. But the U.S. snack food market is largely saturated, and to grow. the company has to look overseas.
Its strategy rests on two beliefs: first a global product offers economies of scale with which local brands cannot compete. And second, consumers in the 21st century are drawn to “global” as a concept. “Global” does not mean products that are consciously identified as American, but ones than consumes-especially young people-see as part of a modem, innovative(创新的)world in which people are linked across cultures by shared beliefs and tastes. Potato chips are an American invention, but most Chinese, for instance, do not know than Frito-Lay is an American company. Instead, Riskey, the company''s research and development head, would hope they associate the brand with the new world of global communications and business.
With brand perception a crucial factor, Riskey ordered a redesign of the Frito-Lay logo(标识).The logo, along with the company''s long-held marketing image of the “irresistibility” of its chips. would help facilitate the company''s global expansion.
The executives acknowledge that they try to swing national eating habits to a food created in America, but they deny that amounts to economic imperialism. Rater, they see Frito-Lay as spreading the benefits of free enterprise across the world. “We’re making products in those countries, we''re adapting them to the tastes of those countries, building businesses and employing people and changing lives,” said Steve Reinemund, PepsiCo''s chief executive.
Just five one-hundredths of an inch thick, light golden in color and with a perfect “saddle curl,” the Lay''s potato chip seems an unlikely weapon for global domination. But its maker. Frito-Lay. Thinks otherwise.“ Potato chips are a snack food for the world,” said Salman Amin, the company''s head of global marketing. Amin believes there is no corner of the world that can resist the charms of a Frito-Lay potato chip.
Frito-Lay is the biggest snack maker in America. owned by PepsiCo. And accounts for over half of the parent company''s $3 billion annual profits. But the U.S. snack food market is largely saturated, and to grow. the company has to look overseas.
Its strategy rests on two beliefs: first a global product offers economies of scale with which local brands cannot compete. And second, consumers in the 21st century are drawn to “global” as a concept. “Global” does not mean products that are consciously identified as American, but ones than consumes-especially young people-see as part of a modem, innovative(创新的)world in which people are linked across cultures by shared beliefs and tastes. Potato chips are an American invention, but most Chinese, for instance, do not know than Frito-Lay is an American company. Instead, Riskey, the company''s research and development head, would hope they associate the brand with the new world of global communications and business.
With brand perception a crucial factor, Riskey ordered a redesign of the Frito-Lay logo(标识).The logo, along with the company''s long-held marketing image of the “irresistibility” of its chips. would help facilitate the company''s global expansion.
The executives acknowledge that they try to swing national eating habits to a food created in America, but they deny that amounts to economic imperialism. Rater, they see Frito-Lay as spreading the benefits of free enterprise across the world. “We’re making products in those countries, we''re adapting them to the tastes of those countries, building businesses and employing people and changing lives,” said Steve Reinemund, PepsiCo''s chief executive.
文章大意：说明性报道。本文主要阐述了Frito-Lay公司的全球化战略。文章第一段是展开全文的引子，虽然没有明确提出Frito-Lay公司要进入国际市场，但是“head of global marketing”和“世界上没有任何角落能够抵挡该公司薯片的味道”都为下文做了铺垫。第二段为过渡段，提出文章的主题，即“为了发展，该公司需进军海外市场”。第三段和第四段重点解释了该公司的全球化战略和措施。最后一段是说，该公司的执行官们宣称他们进入国际市场是为了把利益带给每个国家的人民。
单选题
It is the belief of Frito-Lay''s head of global marking that________.
【正确答案】
D
【答案解析】事实细节题。第一段the company''s head of global marketing中the company即上句提到的its maker，Frito-Lay。那么Frito-Lay''s head of global marketing也就是Salman Amin。该段最后一句出现了believes一词，是belief的动词形式，则此题的题眼就是这句话。从no…can resist the charm…这一隐含双重否定可以判断出其肯定语气为“all…enjoy…”。
单选题
What do we learn about Frito-Lay from Paragraph 2?
单选题
One of the assumptions on which Frito-Lay bases its development strategy is that________.
【正确答案】
A
【答案解析】推理判断题。strategy一词在意义上与上一段紧密衔接，即its strategy on looking overseas，即development strategy。第三段讲strategy提到了两点，一是从economics of scale(规模经济)的角度讲，local brands cannot compete就意味着global brands can compete；二是从consumers的角度讲。综合以上两点说明，当今的消费者更倾向于国际品牌。
单选题
Why did Riskey have the Frito-Lay logo redesigned?
单选题
Frito-Lay''s executives claim that the promoting of American food in the international market________.
【正确答案】
C
【答案解析】推理判断题。浏览四个选项可知，此题考查的是：据executives宣称，美国食品进入国际市场会引起什么样的结果。该段第二句说，Frito-Lay…spreading the benefits…across the world，第三句进一步解释benefits包含的几个方面，即adapting…，building…，employing…，changing…四个动词短语。无论是适应其他国家人们的口味，还是改变当地人们的生活水平，都是为了当地人们着想，由此可以推断出选项[C]正确，in the interest of意为“为了…的利益，为…着想”。