2．Haagen-Dazs from Europe started in 1989 and is 5-10 times more expensive than regular ice cream．There is no real advantage．However，it adopted a unique marketing strategy，and quickly occupied the market as a top ice cream brand．
  Haagen-Dazs did not set up shops in ordinary supermarkets or grocery stores．Haggen-Dazs leisure fashion shops are located in busy sections of malls．The layout is carefully planned to create an elegant atmosphere，and sometimes，a flagship（旗艦） store 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 advertisements are high impact visually in print advertisements．In particular many advertisements target the wealthy consumers．Moreover，if the consumer spends 500 Yuan they can become a member．These members will be regularly sent advertisements by direct mail．Praise of customers is a powerful weapon．
There is always much creative ingenuity in Haagen-Dazs advertising，so it is remembered by the people：
☆initial advertisements such as："Delicious Haagen-Dazs，like 24K gold，Kobe beef from Japan，original palm oil，mushroom truffles and Chinese ceramics…what‘ice cream'was waiting for．"
☆"love her，let her eat Haagen-Dazs"This classic advertisement attracted numerous Haagen-Dazs lovers who became regulars．
Today，Haggen-Dazs has about 700 stores in 55 countries with annual sales of more than 1 billion US dollars．Haagen-Dazs has become the world's most popular 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 win the majority of wealthy customers they combined positioning in the marketplace with dedicated brand goals．This is the real secret of success．

50．How is the text organized？A
A．Main idea-Comparison-Supporting examples-Conclusion
B．Topic-Supporting examples-Conclusion
C．Opinion-Discussion-Description-Conclusion
D．Topic-Argument-Explanation-Conclusion
51．Which of the following statements about Haagen-Dazs is NOT true according to the passage？B
A．You can enjoy yourself both physically and spiritually by eating it．
B．It is so popular that it can be bought in almost every supermarket
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．
52．Why does Haagen-Dazs seldom do television advertising？C
A．Because it can't afford to do television advertising．
B．Because it doesn't think television advertising attracts consumers．
C．Because its design isn't suitable to be broadcast on the television．
D．Because it focuses on its target consumers by using other media．
53．According to the initial advertisements of Haagen-Dazs，it stresses that it isC
A．expensive   B．excellent   C．special   D．popular．

分析 哈根達斯始于1989年的歐洲，要比一般的冰激凌價格高5到10倍．它本身并沒有什么優(yōu)勢，全依賴與它獨特的市場營銷策略，迅速占領(lǐng)市場成為第一冰激凌品牌．
   在選址上，哈根達斯不在一般的超市或雜貨店開設(shè)店鋪，只有商業(yè)街最繁華的地段才入它的法眼．它的裝修典雅高端，有時一個旗艦店要花費幾百萬美金．
   在顧客方面，哈根達斯的顧客是被嚴格鎖定的，所以就能理解它從不投放電視廣告的原因了．它的大多數(shù)廣告被濃縮在紙面打印廣告上，特別是一些廣告只面向富人階層．如果一個顧客花500元就可以成為會員，直接課解釋郵件廣告．
   再者，它的廣告充滿著創(chuàng)意，讓人們?nèi)菀子涀。?br />   如今，哈根達斯在55個國家有大約700家店，年營業(yè)額達10億美金，它已成為最受歡迎的冰激凌品牌．
   為了贏得大多數(shù)富有顧客，哈根達斯兼顧了選址和精美的品牌目標，這就是它能夠火的秘訣．

解答 50．A   分析判斷題．根據(jù)本篇文章的整體結(jié)構(gòu)和內(nèi)容可知，首先提出哈根達斯的成功依賴于它的市場策略，然后分三個方面講它的市場策略：選址、顧客和廣告，并給出了事實依據(jù)來作說明，最后總結(jié)．結(jié)合各選項句意，可知選項A符合本篇文章的結(jié)構(gòu)，故選A．
51．B  細節(jié)理解題．根據(jù)各選項所在句意及結(jié)合前后語境"Haagen-Dazs did not set up shops in ordinary supermarkets or grocery stores．Haggen-Dazs leisure fashion shops are located in busy sections of malls"可知哈根達斯的選址只在商業(yè)街最繁華的地段，而不是在每一家超市里都能夠找到，結(jié)合題干題意和各選項，故選B．
52．C 分析判斷題． 根據(jù)題干問題所在的相關(guān)句意"Haagen-Dazs consumers are tightly grouped"可知哈根達斯的目標客戶是被嚴格分組的，所以它的客戶并不具有廣泛性，所以結(jié)合各選項可知它不適合在電視上廣泛投放廣告，故選C．
53．C 分析判斷題．根據(jù)哈根達斯的第一個廣告可得知，廣告中把哈根達斯比作黃金、神戶牛排、原產(chǎn)棕櫚油和中國瓷器等，彰顯出哈根達斯和這些東西一樣具有特別之處，所以廣告要說明的是哈根達斯的獨特性．結(jié)合選項，故選C．

點評 本篇文章主要探究了哈根達斯的成功秘訣，從選址、客戶和廣告內(nèi)容等方面一一解讀．題目多為分析判斷題，這就要就考生在掌握全篇的基礎(chǔ)之上，找到相關(guān)題目句意聯(lián)系前后，來推測出正確的選項．細節(jié)分析題要在理解的基礎(chǔ)上結(jié)合選項含義，注意關(guān)鍵詞語，得出正確答案．

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