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  3. Mention the word "multinational", and most people think of borderless mobility—of companies at home everywhere and nowhere, movi

Mention the word "multinational", and most people think of borderless mobility—of companies at home everywhere and nowhere, movi

admin2015-04-10  31
问题     Mention the word "multinational", and most people think of borderless mobility—of companies at home everywhere and nowhere, moving huge quantities of men, money and materials around the globe in the restless pursuit of profit. Aurelio Peccei, a director of Fiat, once claimed that the multinational corporation was "the most powerful agent for the internationalization of society". Carl Gerstacker, sometime chairman of Dow Chemicals, confessed that he had "long dreamed of buying an island owned by no nation and of establishing the world headquarters of the Dow company on the truly neutral ground of such an island, beholden to no nation or society".
    Mention of the word "multinational" also makes people think of global products—of consumers in Greenwich Village and some village in Bengal drinking identical soft drinks. Theodore Levitt, a marketing guru at Harvard Business School, once argued that companies no longer need to be so "respectful" of local quirks and peculiarities, and that global companies can sell the same thing in the same way anywhere.
    Multinationals should beware of following Mr. Levitt down this path. After a brief flirtation with globalization, companies such as Nestle and Unilever now realize that their local managers represent an invaluable resource. General Electric has broken with its strict practice of dividing its operations into global product lines by setting up a regional headquarters in Asia. Even the most powerful global brand has had to bow before local differences. People in the south of Japan like their Coca-cola slightly sweeter than people in Tokyo, and the company obliges. PepsiCo was puzzled why one of its best-selling products, "7-Up" remained on the shelves in Shanghai until it discovered that, in the local dialect, the phrase means "death through drinking". Even those pillars of American Puritanism, IBM and Disney, have dropped their strict no-alcohol policy in France. Philips Morris has had to make local adjustments to its familiar advertising symbol, Marlboro man: In Hong Kong the advertisement focuses on the horse, because the man reminds locals of coolie, and in Argentina the man was dropped entirely for a while, because cowboys were regarded as low-class wasters. Companies are also learning to their cost that the apparent convergence between different cultures has not gone as far as they thought. EuroDisney failed to take off, among other things, because the company assumed that Micky Mouse and other cartoon characters would be familiar in Europe as they are in the U. S. , and did not invest nearly enough in promoting their product.
According to the author, multinationals should
选项 A、sell the same thing in the same way everywhere.
B、pay attention to local and cultural differences.
C、start a global production line.
D、establish a neutral area.
答案B
解析 作者认为，跨国公司应当[A]在任何地方以相同的方式销售同样的东西。[B]注意地区差异和文化差异。[C]开启一个全球生产线。[D]建立一个中立区域。回答此题要注意区分作者的观点和文章中提到的别人的观点。在第二段中，作者引用哈佛大学商学院的营销大师西奥多·赖威特的观点：公司不再需要如此“尊重”当地的怪癖和特性，全球性公司可以在任何地方以相同的方式销售同样的东西；在第三段开头作者说，跨国公司在遵从赖威特的观点时应小心，然后举了一些例子，由此可看出作者不同意西奥多·赖威特的观点，而是认为公司应注重地区差异和文化差异。故[B]是正确答案。
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