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  3. Judging by the wildly cheering audience at the orgy of consumerism that was

Judging by the wildly cheering audience at the orgy of consumerism that was

游客2024-11-22  37
问题     Judging by the wildly cheering audience at the orgy of consumerism that was Oprah Winfrey’s Ultimate Favourite Things show, American women have lost none of their enthusiasm for the finest stuff money can buy.(The handful of men in the audience seemed to share the feeling.)The show, screened in two parts just before Thanksgiving, the traditional start of the holiday shopping season, ended with each audience member going home with products ranging from a set of Oprah-branded Le Creuset pots to an iPad, some sparkling Ugg boots and a new car.
    Retailers must hope that the public will be as enthusiastic about such products when they have to pay for them as the audience was when getting them free. They are certainly competing harder than ever to lure shoppers into their stores. Many are opening before sunrise on Black Friday, as the day after Thanksgiving is known(supposedly because it is the point in the financial year when retailers edge into the black). Wal-Mart was due to open most of its stores at the stroke of midnight. Sears decided to open on Thanksgiving Day itself for the first time, though still holding back its best bargains for Black Friday.
    In the hope that this will be a merrier festive season than last year, retailers have been hiring lots of temporary staff: in October those in areas other than the car trade added around 20, 000 posts. David Resler of Nomura, a stockbroker, says October’s hiring figures are usually a good predictor of how sales in the holiday season will turn out. In recent months sales have been picking up. Consumer spending rose in each of the five months to October, with even discretionary items like sports goods showing improved sales. However, sales of durable goods(washing machines and so forth)were unexpectedly weak in October, a sign of residual caution among households.
    Retailers are making more use of social-networking sites such as Facebook to promote deals and build communities of like-minded shoppers. Sears, for example, has been getting customers to share their shopping tales through a "Be the Santa you want to be" competition. This has been the breakthrough year for Groupon, which uses social networking to let consumers earn discounts by recruiting their friends(the more people who sign up for an offer, the bigger the discount).
    But the Internet is not always a retailer’s best friend. A plethora of new shopping-information websites, such as leakedblackfridaydeals. com, is forcing prices down and making it harder for store chains to differentiate their offerings. Wal-Mart, the biggest retailer, is adding to the pressures on its rivals by offering to match any Black Friday deal they offer.
    Shares in Sears are still trading well below where they were last November. Overall, retailers’ shares have been unusually volatile in the past year or so as consumer confidence has fluctuated, refusing to form any sort of trend. How this holiday season turns out will certainly move the market—as well as determine whether shareholders approve the $3 billion sale announced on November 23rd of J. Crew, a clothing chain, to a group of private-equity firms. The vote will take place on January 15th: until then, J. Crew will continue to seek other buyers.
    Private-equity firms have become keen on retailers with strong brands because the recession has forced weaker ones out of business, leaving more space for the survivors. Productivity in retailing has also improved, in part through the better use of technology. So there is the prospect of strong profit growth and when the recovery gets into full swing.
    Stores that cater to well-off women have perhaps the best prospects this season. Such shoppers are "ready to declare the recession over" , says Michael Silverstein, the author of "Women Want More" , a book charting their growing spending-power. " They have worn through their unused inventory of apparel, fashion accessories and jewellery and are actively expanding their purchases," he says, predicting that retailers who serve them could enjoy a sales boost of as much as 10% compared with last year’s holiday season.
    Things may be very different for the bottom 40% of households, still committed to recession inspired prudence. Mr. Silverstein says that in many such families the woman has hung on to her job but is now the sole breadwinner. Such households " are going to hunt for bargains, recognise the holiday, but continue their frugal ways," he predicts. Retailers will be hoping that Oprah and all her glitzy goodies will tempt them to change their minds. But for a large proportion of Americans, window-shopping may be the nearest they get to such desirable items. [br] Michael Silverstein implies the following facts EXCEPT that______.
选项 A、rich women will buy more despite the economic recession
B、retailers will suffer from the same poor sales as last year
C、a woman in difficulty will still celebrate holidays by buying
D、most Americans prefer to look rather than actually buy
答案 B
解析 推理判断题。由题干中的Michael Silverstein定位至第八、九段。第八段末句…retailers whoserve them could enjoy a sales boost of as much as 10％ compared with last year’s holiday season．中的retailers who serve them指的是第八段开头的Stores that cater to well—off women，因此可推出为有钱人服务的商家还是有可能创造比去年同期增长10％的营业额的，而这与[B]中陈述的“与去年一样营业局面惨淡”互相矛盾，因此[B]符合要求，故为正确答案。由第八段第一句可知，富裕的女性还是有很大购买力的，因此排除[A]；由第九段第三句…“are going tohunt for bargains，recognise the holiday，but continue their frugal ways，”…可知，家境不富裕的女性并不忽视节日，虽生活得比较节俭，但仍会淘便宜货，故排除[C]；根据第九段末句可知，大多数美国人只是在逛街时看看橱窗里他们想要的商品，[D]与之相吻合，故排除。
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