Just five one-hundredths of an inch thick and light golden in color, the Lay's potato chip seems an unlikely weapon for global control. But its maker, Frito-Lay doesn't think so. Potato chips are a snack food for the world , said Salman Amin, the pany's head of global marketing. Amin believes there is no corner of the world that can resist the attractions of a Frito-Lay potato chip.
Frito-Lay is the biggest snack maker in America owned by Pepsico and accounts for over half of the parent pany's $ 3 billion profits every year. But the U.S. snack food market is largely saturated(饱和),and to grow, the pany has to look overseas.
Its strategy rests on two beliefs: first, a global product offers economies of scale(规模) with which local brands cannot pete. And second, consumers in the 21st century are drawn to global as a concept. Global does not mean products that are consciously regarded as American, but ones that consumers--especially young people--see as part of a modern, innovative(创新的) world in which people are linked across cultures by shared beliefs and tastes. Potato chips are an American invention, but most Chinese, for example, do not know that Frito-Lay is an American pany. Instead, Riskey, the pany's research and development head, would hope they associate the brand with the new world of global munications and business.
With brand concept a key factor, Riskey ordered a redesign of the Frito-Lay logo(标识). The logo, along with the pany's long-held marketing image of its chips, would help make the pany's global development very easy.
The managers admit that they try to change national eating habits to a food created in America, but they don't think that means economic imperialism (霸主). We're making products in those countries, we're adapting them to the tastes of those countries, building businesses and employing people and changing lives , said Steve Reinemund, Pepsico's chief manager.
【小题1】Amin's belief is that .A．people all over the world enjoy eating their potato chipsB．the light golden color increases the attraction of their potato chipsC．they must find new ways to promote sales in their countryD．potato chips can hardly control the world market【小题2】What do we learn about Frito-Lay from Paragraph 2?A．It gives half of its profits to its parent pany every year.B．It needs to turn to the world market for development.C．Its products used to be popular among overseas consumers.D．Its development has caused fierce petition in the snack market.【小题3】One of the concepts on which Frito-Lay bases its development strategy is that .A．consumers worldwide today are attracted by global brandsB．products suiting Chinese consumers' needs bring more profitsC．local brands cannot pete successfully with American brandsD．products identified as American will have promising market value【小题4】Why did Riskey have the Frito-Lay logo redesigned?A．To suit changing tastes of young consumers.B．To pete with other American chip producers.C．To change the pany's long-held marketing image.D．To promote the pany's strategy of globalization.C
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(答案→)C
解析：
【小题1】全文。
【小题2】第一节最后一句。resist抵制。
【小题3】第二节最后一句。look over seas向海外。
【小题4】第四节第2句。help make…有助于使…。