单选题 In targeting consumers what Pepsi calls the "Power of One" makes perfect sense: it's all about making sure. that everybody who buys a salty bag of Tostitos or Lay's potato chips has to think twice before passing up that thirst quenching bottle of Pepsi or Mountain Dew across the aisle.
In the back offices of supermarkets and discount stores, Pepsi is waging another kind of war, {{U}}pitching{{/U}} itself not just as a supplier but also as a partner in a highly competitive business. Coined. Pepsi, Frito Lay and Tropicana account for $ 11 billion in retail sales at supermarkets -- hefty numbers that Coke can't match. "We represent up to 13% of their profits," says PepsiCo's new senior vice president for sales and marketing, AI Carey. Last month Carey accompanied Enrico and the presidents of Pepsi, Prito and Tropicana on a historic first joint call on a major retailer to remind the customer of those figures.
For Enrico, the reengineering of PepsiCo could be the crowning achievement of a career filled with magic acts. The 54-year-old chairman started as an associate product manager for Frito Lay and became president of Pepsi Cola at 39. In the 1980s he became famous as the cola warrior who beat Coke and bragged about it. As its president in the 1990s, he rejuvenated Frito Lay. Then he turned around the restaurant division before deciding it was too expensive to keep. "Nobody can bull Roger, because he knows every one of our businesses clearly", says Indra Nooyi, the company's chief strategist. Enrico has spent a long time picking these businesses apart and relearning them, in order to completely reshape them.
What Enrico discovered was that forging a new PepsiCo meant changing a corporate oulture that was in love with itself. Pepsi has always attracted some of America's hottest executive talent, and it let these managers run their businesses. {{U}}In a world where scale matters, such freedom has a price.{{/U}} "Frankly, we had a long-standing culture of autonomous business units," says Frito Lay chief executive officer Steve Reinemund. So while managers were ricocheting off each other in search of their next promotion, or chasing new restaurant chains or joint ventures in far flung parts of the world, Coke stuck with the game it knew, steadily increasing the stakes along the way with billions of dollars of investment in soft drinks, nothing else. "The bet had been made, and we didn't raise or call it." says Enrico. "We didn't even play."
单选题 According to the first paragraph of the passage, we can infer that ______.
  • A. fire breaks out often in potato chips
  • B. salty food encourages the sale of cola
  • C. it is not easy to make a purchase before thinking carefully
  • D. being thirsty is the only reason for buying cola
【正确答案】 B
【答案解析】[解析] 通过文章第一段的叙述,可以知道食用咸味浓的食物对于可乐的销售是有益的。因此,正确答案是B。
单选题 In the first sentence of the second paragraph, the word "pitch" means ______.
  • A. to make a decision
  • B. to take a position
  • C. to draw a conclusion
  • D. to start a new phase
【正确答案】 B
【答案解析】[解析] 本题考查词义,pitch在这里是“市场定位”,因此,B是正确答案。
单选题 In the last paragraph, the author uses the sentence "In a world where scale matters, such freedom has a price" to means that ______.
  • A. the PepsiCo must be centralized in management
  • B. many small companies can't compete with a large company
  • C. autonomous business may result in good profits
  • D. the managers are not good enough
【正确答案】 A
【答案解析】[解析] 根据原文最后一段,百事公司不缺少优秀的管理者,可是由于各自为政,因此不利于规模竞争,应该加强集中管理。故A为正确答案。
单选题 The author's attitude towards Enrico's strategies is one of ______.
  • A. suspicion
  • B. caprice
  • C. enthusiasm
  • D. criticism
【正确答案】 C
【答案解析】[解析] 作者对Enrico和他的战略都是正面描写,因此,答案是C。其他三个选项的用词都是负面的。
单选题 Which of the following would be the best title of the passage?
  • A. PepsiCo's Marketing Strategy
  • B. PepsiCo's Success as a Major Supplier
  • C. Enrico's Successful Career
  • D. PepsiCo's Success and Its Magic Creator
【正确答案】 D
【答案解析】[解析] 通过阅读,可以看出文章讨论了两层意思:百事可乐的成功,以及百事可乐的传奇总裁Enrico,因此,选D。