Reebok executives do not like to hear their stylish athletic shoes called "

游客2023-11-15 38

问题    Reebok executives do not like to hear their stylish athletic shoes called "footwear for yuppies". They contend that Reebok shoes appeal to diverse market segments, especially now that the company offers basketball and children’s shoes for the under-18 set and walking shoes for older customers not interested in aerobics or running. The executives also point out that through recent acquisitions they have added hiking boots, dress and casual shoes, and high performance athletic footwear to product lines, all of which should attract new and varied groups of customers.
   Still, despite its emphasis on new markets, Reebok plans few changes in the upmarket retailing network that helped push sales to $ 1 billion annually, ahead of all other sports shoe marketers. Reebok shoes, which are priced from $ 27 to $ 85, will continue to be sold only in better specialty, sporting goods, and department stores, in accordance with the com party’s view that consumers judge the quality of the brand by the quality of its distribution.
   In the past few years, the Massachusetts-based company has imposed limits on the number of its distributors( and the number of shoes supplied to stores) , partly out of necessity. At times the unexpected demand for Reebok’s exceeded sup ply, and tile company could barely keep up with orders from the dealers it already had. These fulfilment problems seem to be under control now, but the company is still selective about its distributors. At present, Reebok shoes are available in a bout five thousand retail stores in the United States.
Reebok has already anticipated that walking shoes will be the next fitness-related craze, replacing aerobics shoes the same way its brightly colored, soft leather exercise footwear replaced conventional running shoes. Through product diversification and careful market research, Reebok hopes to avoid the distribution problems Nike came across several years ago, when Nike misjudged the strength of tile aerobics shoe craze and was forced to unload huge inventories of running shoes through discount stores. [br] What lesson has Reebok learned from Nike’s distribution problems?

选项 A、A company should not sell its high quality shoes in discount stores.
B、A company should not limit its distribution network.
C、A company should do follow-up surveys of its products.
D、A company should correctly evaluate the impact of a new craze on the market.

答案 D

解析本题测试细节信息，侧重于综合推理能力。原文最后一段的第二句话说明Reebok希望避免Nike曾经遇到的销售问题，并进行了详细的市场调查，使产品多样化。Nike当年错误地估计了体操鞋热的力度，最终不得不通过打折来卖掉大批的running shoes。该段首句说明Reebok已预测到新的市场卖点将是walking shoes，它将替代传统的running shoes，由此可以推出选项D是正确答案。其他选项都没有切中Nike销售问题的核心。因此D项为正确选择。

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