单选题
Coca-Cola, which sold 10 billion cases of soft drinks in 1992, now finds itself asking, where will sales of the next 10 billion cases come from? The answer lies overseas, where income levels and appetites for Western products are at an all-time high. Often, the company that gets into a foreign market earliest dominates that country's market. Coke patriarch Robert Woodruff realized this and unleashed a brilliant ploy to make Coke the early bird in many of the major foreign markets. At the height of World War Ⅱ. Woodruff proclaimed, "Wherever American boys were fighting, they'd be able to get a Coke. " By the time Pepsi tried to make its first international pitch in the 1950s, Coke had established its brand name along with a powerful distribution network. During the last 40 years, many new markets have emerged. In order to tap into these opportunities, both Coke and Pepsi have attempted to find ways to cut through the red tape that thwarts their efforts to conduct business in these new regions. One key maneuver in the soda wars occurred in 1972, when Pepsi signed an agreement with the Soviet Union that made it the first Western product to be sold to consumers in Russia. This landmark agreement gave Pepsi the upper hand. At present, Pepsi has 23 plants in the former Soviet Union and is the leader in the soft-drink industry in Russia. It outsells Coca-Cola by a ratio of 6 to 1 and is seen there as a local brand, similar to Coke's home-grown reputation in Japan. However, Pepsi has also encountered some obstacles. An expected increase in brand loyalty for Pepsi subsequent to its advertising blitz in Russia has not materialized, even though Pepsi produced commercials tailored to the Russian market and sponsored televised concerts. Some analysts believe that Pepsi's domination of the Russian market has more to do with pricing. While Pepsi sells for 250 Rubels (about 25 cents) a bottle, Coca-Cola sells for 450 Rubels. Likewise, Pepsi sells their 2 liter economy bottle for 1,300 Rubels, while Coca-Cola's 1.5 liters is marketed at 1,800 Rubels. On the other hand, Coca-Cola only made its first inroads into Russia 2 years ago. What's more, although Coca-Cola's bottle and label gave it a high-class image, Russians do not perceive Coca-Cola as a premium brand in the Russian market. Consequently, it has so far been unable to capture a market share.
单选题
According to the passage, all of the following have been used to attract customers to buy one of the two brands of soft drink mentioned in the passage EXCEPT ______. A. offering soft drinks for a limited time at specially reduced prices B. being the first country to enter a foreign market C. designing a bottle and lebel to create a high-class image D. staging an advertising blitz including commercials tailored to the local market
单选题
The passage suggests which of the following about the Russian soft drink market? A. Price is an unimportant factor in the Russian soft drink market. B. Russian consumers are more likely to purchase international soft drinks. C. The Russian soft drink market is saturated with local brands. D. Two liter economy bottles are more marketable than one and a half liter economy bottles, if sold at a lower price.
单选题
The primary purpose of the passage is to ______. A. review the marketing history of two soft drink giants B. contrast two different approaches to marketing soft drinks in the global market C. refute the traditional explanation for Pepsi's success in the Russian soft drink market D. compare how well two soft drink companies have succeeded in a foreign market