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B) for carpenters

Text 3

Marketing Magic

C) for working cowboys k ·

D) for people who wanted to wor t11

the garden

Why would anyone who lives in a city where the drinking water is clean, goods- tasting, and free of charge pay $1.50 for a glass of bottled water? Odd though it may seem, this is a daily occurrence in New York City and has been since 1977, when Perrier water was first introduced in the United States Perrier, a lightly carbonated water from the south of France, is chic. It became that way because the company that bottles Perrier had a very smart marketing strategy.

A marketing strategy is a plan for presenting a product so that it will be as attrac.tive as possible to potential buyers, regardless of any intrinsic merits the product may have. Before Perrier came to the United States, Americans rarely drank bottled water, and then only when they feared the local water supply was contaminated. But the Perrier people changed that by appealing to Americans who were highly conscious of three things: health, weight, and fashion. Perrier was presented as a sparkling, natural drink, free of alcohol and other dangerous chemicals. But not only was it good for you, it was French. Therefore it was sophisticated as only a French drinking water could be. With this strategy, Perrier sold over 40 million bottles of water in the

Un it.: d States in one year.

E) for people who wanted to look glamorous

resent Perrier? ·

87.. How di the new mareting s e hol and other dangerous chemicals

A) sparkling, nat': 11'a1 drink, fre hol some chemicals.

B) still natural dnnk, free of acoh l' containing vitamm A

C) still natural drink, fre of a coin vitamins.

D) sparkling, natural drink conta h l g d other dangerous chemicals

E) still natural drink, free of alco o an

88. What is Perrier?

A) a lightly carbonated water

B) a lightly pure water

C) a heavy carbonated water

D) a lightly cartooned water

E) a lightly coordinate water..

89. Mohan Murjani was mterested m.

A) something which was loose

B) something practical and durable

C)

Another exam ple of marketi ng magic is " designer jeans." For over a

D) something

. h ery expensive whtc

hundred years, miners, fanners, and cowboys have worn jeans because they were made of sturdy blue denim that didn't wear out. They were simply the best work pants in the world.

But a Hong Kong busi nessman, Mohan Murjani, wasn't interested in

E) something wh. h 1 oked glamorous

90.

A) miners traders and swineherd

B) miners' farmers and shepher s

jeans?

selling something practical and durable. For him, jeans were a marketing

C) miners, ' traders and farmers s

problem and he wanted a new way of presenting them to the public. He

decidt! d to make a new kind of jeans, not for working cowboys, but for people who wa nted to look glamorous. Ann Murjam succeeded. By 1978, 17% of all jean sold were tight- fitting designer jeans. They cost no more to make than c0, l, oy jeans. but they S('ld for four or fi ve times as much. Why? Because p.: opk wi ll pay more for fashion t h: m they will for work clothes. And if the ma rketmg strategy is rig.ht, aJl)thi ng can be made fashionable

85.. What did the company ha\ e·)

A) smart marketing magic

B) smart market ing strategy

C) smart marketi ng task

D) man mark.: t mg 1mag.:

i'.) m3r1 market ing group

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