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  3. Once upon a time, innovation at Procter & Gamble flowed one way: from the Un

Once upon a time, innovation at Procter & Gamble flowed one way: from the Un

游客2024-06-05  14
问题     Once upon a time, innovation at Procter & Gamble flowed one way: from the United States outward. While the large Cincinnati based corporation was no stranger to foreign markets, it usually sold them products that were already familiar to most Americans. Many Japanese families, for instance, swaddle their babies in Pampers diapers, and lots of Venezuelans brush their teeth with Crest. And of course (company executives assumed) Americans at home wanted these same familiar, red white and blue brands.  We might buy foreign made cars, or chocolates, or cameras—but household cleaners and detergents ?
    Recently, however, P&G broke with this longstanding tradition. Ariel, a P&G laundry detergent, was born overseas, and is a familiar sight on store shelves in Europe and Latin America. Now bilingual packages of Ariel Ultra, a super concentrated cleaner, are appearing on supermarket shelves in Los Angeles.
    Ariel’s appearance in the United States reflects demographic (人口学的) changes making Hispanics (西班牙裔) the nation’s fastest growing ethnic group. Ariel is a hit with this population. In fact, many Mexican immigrants living in Southern California have been "importing" Ariel from Tijuana, Mexico. "Hispanics knew this product and wanted it," says P&G spokeswoman Marie Salvado. "We realized that we couldn’t convince them to buy our other laundry detergents." P&G hopes that non-Hispanic consumers will give Ariel a try too.
    Ariel’s already strong presence in Europe may provide a springboard for the company to expand into other markets as well. Recently P&G bought Rakona Czechoslovakia’s top detergent(洗涤剂) maker. Ariel, currently a top seller in Germany, is likely to be one of the first new brands to appear in Czech supermarkets. And Ariel is not the only foreign idea that the company hopes to transplant back to its home territory. Cinch, an all-purpose spray cleaner similar to popular European products, is currently being test marketed in California and Arizona. Traditionally Americains have used separate cleaners for different types of surfaces, but market research shows that American preferences are becoming more like those in other countries.
    Insiders note that this new reverse flow of innovation reflects more sweeping changes at Procter Gamble. The firm has hired many new Japanese, German, and Mexican managers who view P &G’s business not as a one-way flow of American ideas, but a two-way exchange with other markets. Says Bonita Austin of the investment firm Wertheim Schroeder: "When you met with P &G’s top managers years ago, you wouldn’t have seen a single foreign face. ’ Today, "they could even be in the majority.
    As Procter & Gamble has found, the United States is no longer an isolated market. Americans are more open than ever before to buying foreign made products and to selling U. S. made products overseas. [br] The author may most probably agree that______.
选项 A、it is a trend that businesses today go global
B、businesses are very reluctant to go global
C、the market of the United States should not be that open
D、American businesses can make more money if they only sell homemade products
答案 A
解析 A选项意为“商业走向全球化是一个趋势。”作者在文章中讲述的是Procter & Gamble公司新的销售理念，主要谈到的是该公司比以前更加注意美国市场与其他国家市场之间的双向交流，只有A项是最符合文章中所蕴含的意思的，即当代商业越来越重视全球概念。
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