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考研英语阅读DAY65
[摘要]
DAY65 Reading comprehension Direction: In this part, there are four passages followed by questions or unfinished statements, each with four suggested answers marked A, B, C and D. Choose the on e ...
DAY65 Reading comprehension Direction: In this part, there are four passages followed by questions or unfinished statements, each with four suggested answers marked A, B, C and D. Choose the on e that you think is the correct answer. Passage 1 Philip Morris, the conglomerate that owns Kraft Foods but is probably best known for its cigarettes and costly tobacco, litigation, recently decided to change its name to Altria to reflect the diversity of the companys brands. And Enron, which is in the process of moving its core energy assets out from under the bankruptcy and into a separate company, is looking for a new name for that entity. The recent name changes highlight the importance for companies of choosing a moniker that is relevant and authoritative while still being catchy an appealing to consumers, say marketing experts. A rose by any other name might smell as sweet, but if a company chooses a name that does not work, the stench can hover for quite some time. Companies often decide to change their names in an effort to rebrand themselves after a merge or a spinoff. For instance, Andersen Consulting changed its name to Accenture shortly after that firm split from parent Arthur Andersen — a move that turned out to be fortuitous, given Andersens troubles. Companies may also want to reinvent themselves after a scandal has tarnished its name, as Enron is doing. Or perhaps they simply want to give their image a makeover. But a new name that does not work can be a mistake that can cost company customers, credibility and millions of dollars. One example out of Britain last year was the U.K. Post Offices decision to change its name to Consignee. The postal service recently renamed itself once again to Royal Mail Inc., capping off a year of steep job and revenue for the entity. Though a hefty advertising and marketing budget will help to make a new name successful, other factors, such as familiarity, a coherent message from the company and a name in peoples minds. When U.S. automaker Chrysler merged with German company DaimlerBenz to form DaimlerChrysler in 1998, a year after the deal, the familiarity of the newly merged company dropped to a score of 89 when the company was just called Chrysler. These days, PWC Consultings new Monday title is causing more than one brand expert to raise their eyebrows in puzzlement. The companys web site proudly announces that “Monday is a fresh start, a positive attitude, part of everybodys life. Monday is a real name universally understood and easy to remember. Monday is confident. It stands for something.” Too bad the only thing Monday stands for in most peoples minds is the beginning of a week full of toil and drudgery. Monday is not everyones favorite day; its just an odd choice. “Like with any name, its going to be what we make of it,” says PWC Consultings spokeswoman, “Whereas some look upon it perhaps with dread, we see it as a fresh start and a new beginning.” 1. Which of the following statements best expresses the main idea of the passage? A. To operate a company successfully is full of challenge and it needs effective strategies. B. There are various reasons that cause name changes among the companies. C. An attractive name is the key to a companys success. D. Nowadays changing name is considered as a prevailing fashion in business world. 2. According to the passage, which of the following is NOT true? A. Enron changed its name because of its ill reputation after a scandal. B. “Philip Morris” was replaced by “Altria” because this company had to employ a new name to rebrand the various productions. C. The U.K. Post Offices strategy to change its name came to nothing at last. D. PWC Consultings terrific new Monday title absolutely reflects most peoples thoughts. 3. From the passage we know that all of the followings are the causes of a companys name change except A. to attract costumers after combining with other comp
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