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  3. Coca-Cola, which sold 10 billion cases of soft drinks in 1992, now finds its

Coca-Cola, which sold 10 billion cases of soft drinks in 1992, now finds its

游客2025-04-06  8
问题     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. [br] The primary purpose of the passage is to______.
选项 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
答案 D
解析 本文的主要目的是比较两家软饮料公司如何在新开辟的外国市场取得成功。从文中可以看出，可口可乐公司一旦进入外国市场，便控制该国市场。此外，可口可乐公司在瓶上贴标签，树立优质品牌形象。百事可乐公司与苏联签署协议，使百事可乐成为在俄国消费者中销售的第一个西方饮料产品。此外，百事可乐公司为了控制俄国市场，采用了低价政策。A(回顾两个软饮料巨头的营销史)有一定的迷惑性，但不够准确。两大饮料公司的营销史至少应该包括它们在美国国内的销售情况。总而言之，D比A具体。
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