Trade promotions lead to a significant increase in lot size and cycle inventory because of forward buying by the retailer.

Because of the steady increase in demand ______ our china ornaments we have decided to appoint an agent to handle our export trade ______ your country.

The increase in global trade means that international companies cannot afford to make costly advertising mistakes if they want to be competitive. Understanding the language and culture of target markets in foreign countries is one of the keys to successful international marketing. Too many companies, however, have jumped into foreign markets with embarrassing results. Translation mistakes are at the heart of many blunders in international advertising.

General Motors, the US auto manufacturer, got a costly lesson when it introduced its Chevrolet Nova to the Puerto Rican market. "Nova" is Latin for "new (star)" and means "star" in many languages, but in spoken Spanish it can sound like "nova", meaning "it doesn't go". Few people wanted to buy a car with that cursed meaning. When GM changed the name to Caribe, sales picked up dramatically.

Marketing blunders have also been made by food and beverage companies. One American food company's friendly "Jolly Green Giant" (for advertising vegetables) became something quite different when it was translated into Arabic as "Intimidating Green Ogre".

When translated into German, Pepsi's popular slogan, "Come Alive with Pepsi" came out implying "Come Alive from the Grave". No wonder customers in Germany didn't rush out to buy Pepsi.

Even a company with an excellent international track record like Kentucky Fried Chicken is not immune to the perils of faulty translation. Many sales were lost when the catch phrase "finger licking food" became "eat with your fingers off" in Chinese translation.

A manufacturer of one laundry detergent also made an expensive mistake in the Middle East. Its advertisements showed a picture of a pile of dirty clothes on the left, a box of the company's detergent in the middle, and clean clothes on the right. Unfortunately, the message was incorrectly interpreted because most people looked at it from right to left, the way Arabic is read.

Having awakened to the special nature of foreign advertising, companies are becoming much more conscientious in their translation and more sensitive to cultural distinctions. The best way to prevent errors is to hire professional translators who understand the target language and its idiomatic usage, or to use a technique called "back translation" to reduce the possibility of blunders. The process uses one person to translate a message into the target language and another to translate it back. Effective translators aim to capture the overall message of an advertisement because a word-for-word duplication of the original rarely conveys the intended meaning and often causes misunderstandings.

It can be inferred that Chevrolet Nova ______.

A．was originally aimed at the market of Latin countries

B．suffered a severe sales slide in the Spanish market

C．did not have as good performance as Caribe

D．was popular outside the Spanish market

The increase in global trade means that international companies cannot afford to make costly advertising mistakes if they want to be competitive.

Understanding the language and culture of target markets in foreign countries is one of the keys to successful international marketing. Too many companies, however, have jumped into foreign markets with embarrassing results.

Translation mistakes are at the heart of many blunders in international advertising.

General Motors, the US auto manufacturer, got a costly lesson when it introduced its Chevrolet Nova to the Puerto Rican market. "Nova" is Latin for "new (star)" and means "star" in many languages, but in spoken Spanish it can sound like "no va", meaning "it doesn't go". Few people wanted to buy a car with that cursed meaning. When GM changed the name to Caribe, sales "picked up" dramatically.

Marketing blunders have also been made by food and beverage companies. One American food company's friendly "Jolly Green Giant" (for advertising vegetables) became something quite different when it was translated into Arabic as "Intimidating Green Ogre".

When translated into German, Pepsi's popular slogan, "Come Alive with Pepsi" came out implying "Come Alive from the Grave": No wonder customers in Germany didn't rush out to buy Pepsi.

Successful international marketing doesn't stop with good translations--other aspects of culture must be researched and understood if marketers are to avoid blunders.

When marketers do not understand and appreciate the values, tastes, geography, climate, superstitions, religion, or economy of a culture, they fail to capture their target market.

For example, an American designer tried to introduce a new perfume into the Latin American market but the product aroused little interest. The main reason was that the camellia used in it was traditionally used for funerals in many South American countries..

Having awakened to the special nature of foreign advertising, companies are becoming much more conscientious in their translations and more sensitive to cultural distinctions.

The best way to prevent errors is to hire professional translators who understand the target language and its idiomatic usage, or to use a technique called "back translation" to reduce the possibility of blunders.

The process uses one person to translate a message into the target language and another to translate it back. Effective translators aim to capture the overall message of an advertisement because a word-for-word duplication of the original rarely conveys the intended meaning and often causes misunderstandings.

In designing advertisements for other countries, messages need to be short and simple.

They should also avoid jokes, since what is considered funny in one part of the world may not be so humorous in another.

The best title of this passage might be ______.

A．Culture Is Very Important in Advertising

B．Avoid Cultural Misunderstanding between Nations

C．Overcome Cultural Shock in Different Countries

D．Advertisements Reflect Various Life Styles

The increase in global trade means that international companies cannot afford to make costly advertising mistakes if they want to be competitive. Understanding the language and culture of target markets in foreign countries is one of the keys to successful international marketing. Too many companies, however, have jumped into foreign markets with embarrassing results. Translation mistakes are at the heart of many blunders in international advertising.

General Motors, the US auto manufacturer, got a costly lesson when it introduced its Chevrolet Nova to the Puerto Rican market. "Nova" is Latin for "new(star)" and means "star" in many languages, but in spoken Spanish it can sound like "nova", meaning "it doesn't go". Few people wanted to buy a car with that cursed meaning. When GM changed the name to Caribe, sales picked up dramatically.

Marketing blunders have also been made by food and beverage companies. One American food company's friendly "Jolly Green Giant" (for advertising vegetables) became something quite different when it was translated into Arabic as "Intimidating Green Ogre".

When translated into German, Pepsi's popular slogan, "Come Alive with Pepsi" came out implying "Come Alive from the Grave". No wonder customers in Germany didn't rush out to buy Pepsi.

Even a company with an excellent international track record like Kentucky Fried Chicken is not immune to the perils of faulty translation. Many sales were lost when the catch phrase "finger licking food" became "eat with your fingers off" in Chinese translation.

A manufacturer of one laundry detergent also made an expensive mistake in the Middle East. Its advertisements showed a picture of a pile of dirty clothes on the left, a box of the company's detergent in the middle, and clean clothes on the right. Unfortunately, the message was incorrectly interpreted because most people looked at it from right to left, the way Arabic is read.

Having awakened to the special nature of foreign advertising, companies are becoming much more conscientious in their translation and more sensitive to cultural distinctions. The best way to prevent errors is to hire professional translators who understand the target language and its idiomatic usage, or to use a technique called "back ranslation" to reduce the possibility of blunders. The process uses one person to translate a message into the target language and another to translate it back. Effective translators aim to capture the overall message of an advertisement because a word-for-word duplication of the original rarely conveys the intended meaning and often causes misunderstandings.

The phrase "the catch phrase"(Line 2, Para. 5) has the closest meaning to ______.

A．the promotion slogan

B．the marketing strategy

C．the secret recipe

D．the pleasant taste

Stiletto heels could be banned from the workplace because of health and safety reasons, according to British Trade Union bosses.

The Trade Union Congress, predominantly male, has proposed a motion arguing that high heels are disrespectful to women while they also contribute to long term injuries. They propose instead that women wear "sensible shoes" with an inch heel limit in an attempt to avoid future foot and back pain as well as injuries. The motion is due to be debated at next months conference.

The motion states: "Congress believes high heels may look glamorous on the Hollywood catwalks but are completely inappropriate for the day-to-day working environment.

"Feet bear the main burden of daily life, and for many workers prolonged standing, badly fitted footwear, and in particular high heels can be a hazard. Around two million days a year are lost through sickness as a result of lower limb disorders.

"Wearing high heels can cause long-term foot problems and also serious foot, knee and back pain and damaged joints.

"Many employers in the retail sector force women workers to wear high heels as part of their dress code.

"More must be done to raise awareness of this problem so that women workers and their feet are protected."

Nadine Dorries, the Tory Member of Parliament, however criticised the motion and said the extra height heels give women can help them when in the workplace.

"Im 5ft 3in and need every inch of my Christian Louboutin heels to look my male colleagues in the eye," she said. "If high heels were banned in Westminster, no one would be able to find me. The Trade Union leaders need to get real, stop using obvious sexist tactics(手段)by discussing womens stilettos to divert tension away from Labour chaos."

Michelle Dewberry, a former winner of The Apprentice, said the motion was patronising(自认为高人一等的).

"This is absolutely ridiculous and I think these union officials should be spending their time dealing with more important issues", she said. "Im at work in five-inch heels and perfectly able to do my job. Heels are sexy, they boost your confidence and they are empowering to women. I cant imagine these officials debating a motion about how tightly men should wear their ties. Wearing heels is a personal choice."

According to the passage, stiletto heels refer to______.

A．heels most appropriate for catwalks

B．shoes that fit retail sector workers best

C．heels within the limit of an inch

D．very high heels that women wear

Historians have only recently begun io note the increase in demand for luxury goods and secrviccs that took place in eighteenth century England. McKendrick has explored the Wedgwood firm&39;s remarkable success in marketing luxury pottery. Plumb has written about the proliftration(繁荣的) of provincial theater,music festivals and children&39;s toys and books. While the fact of this consumer revolution is hardly in doubt.three key question remain：Who were the consumers? What were their motives? And what were the effects of the new demand for luxuries? An answer to the first of these has been difficult io obtain. Although it has possible to infer from the goods and services actually produced what manufacturers and servicing trades thought their customers wanted,only a study of relevant personal documents written by actual consumer will provide a precise picture of who want what. We still need to know how large consumer market was and how far down the social scale the consumer demand for luxury good penetrated. With regard to last question,we might note in passing that Thompson, while rightly restoring laboring people to the stage of eighteenth century English history,has probably exaggerated the opposition of these people to the inroads of capitalist consumerism in general:for example,laboring people in eightcenth-century England readily shifted from home-brewed beer to standardized beer produced by huge.heavily capitalized urban breweries(啤酒厂). To answer the question of why consumers became so eager to buy，some historians have pointed to the ability of manufacturers to advertise in a relatively uncensored press.This,however,hardly seems a suficient answer.McKendriek favors a Veblen model of conspicuous consumption stimulated by competition for status. The"middling sort”bought goods and services because they wanted to follow fashions set by the rich, Again, we may wonder whether this explanation is sufficient. Do not people enjoy buying things as a form. of self-gratification? If so, consumerism could be seen as a product of the rise of new concepts of individualism and materialism, but not necessarily of the frenzy for conspicuous competition. Finally, what were the consequences of this consumer demand for luxuries? McKen-drick claims that it goes a long way toward explaining the coming of the Industrial Revolution. But doesit? What, for example , does the production of high-quality-pottery and toys have to do with the development of iron manufacture or textile mills? It is perfectly possi-ble to have the psychology and reality of a consumer society without a heavy industrial sector. That future exploration of these key questions is undoubtedly necessary should not.however, diminish the force of the conclusion of recent studies:the insatiable(不能满足的)demand in eighteenth-century England for frivolous as well as useful goods and services foreshadows our own world.

In the first paragraph, the author mentions McKendrick and Plumb most probably in order to

A.contrast their views on the subject of luxury consumerism in eighteenth-century England

B.indicate the inadequacy of historiography approaches to eighteenth-century English history

C.give examples of historians who have helped to establish the fact of growing consumerism in eighteenth-century England

D.support the contention that key questions about eighteenth-century-consumerism remain to be answered

Which of the following items, if preserved from eighteenth-century England,would provide an example of the kind of documents mentioned in paragraph 2?A.A written agreement between a supplier of raw materials and a supplier of luxury goods.

B.A diary that mentions luxury goods and services purchased by its author.

C.A theater ticket stamped with the date and name of a particular play.

D.A newspaper advertisement describing luxury goods and services available at a seaside resort.

In the third paragraph, the author is primarily concerned with_____.A.contrasting two theses and offering a compromise

B.questioning two explanations aná proposing a possible alternative to them

C.paraphrasing the work of two historians and questioning their assumptions

D.raising several questions but implying that they cannot be answered

According to the passage a Veblen model of conspicuous consumption has been used to____A.investigate the extent of the demand for luxury goods among social classes in eighteenth-century England

B.classify the kinds of luxury goods desired by eighteenth-century consumers

C.explain the motivation of eighteenth century consumers to buy luxury goods

D.establish the extent to which the tastes of rich consumers were shaped by the middle classes in eighteenth century England

请帮忙给出每个问题的正确答案和分析，谢谢！

Historians have only recently begun to note the increase in demand for luxury goods and service that took place in eighteenth century England. McKendrick has explored the Wedgwood firm's remarkable success in marketing luxury pottery; Plumb has written about the proliferations of provincial theaters, musical festivals, and children's toys and books. While the fact of this consumer revolution is hardly in doubt, three key questions remain: Who were the consumers? What were their motives? And what were the effects of the new demand for luxuries?

An answer to the flint of these has been difficult to obtain. Although it has been possible to infer from the goods and services actually produced what manufacturers and servicing trades thought their customers wanted, only a study of relevant personal documents written by actual consumers will provide a precise picture of who wanted what. We still need to know how large this consumer market was and how far clown the social scale the consumer demand for luxury goods penetrated. With regard to this last question, we might note in passing that Thompson, while rightly restoring laboring people to the stage of eighteenth century.

English history, has probably exaggerated the opposition of these people to the inroads of capitalist consumerism in general: for example, laboring people in eighteenth century England readily shifted from home-brewed beer to standardized beer produced by huge, heavily capitalized urban breweries.

To answer the question of why consumers became so eager to buy, some historians have pointed to the ability of manufacturers to advertise in a relatively uncensored press. This, however, hardly seems a sufficient answer. McKendrick favors a Veblen model of conspicuous consumptions stimulated by competition for status. The "middling sort" bought goods and services because they wanted to follow fashions set by the rich. Again, we may wonder whether this explanation is sufficient. Do not people enjoy buying things as a form. of self-gratification? If so, consumerism could be seen as a product of the rise of new concepts of individualism and materialism, but not necessarily of the frenzy for conspicuous competition.

Finally, what were the consequences of this consumer demand for luxuries? McKendrick claims that it goes a long way toward explaining the coming of the Industrial Revolution. But does it? What for example does the production of high-quality pottery and toys have to do with the development of iron manufacture or textile mills? It is perfectly possible to have the psychology and reality of a consumer society without a heavy industrial sector.

That future exploration of these key questions is undoubtedly necessary should not, however, diminish the force of the conclusion of re cent studies: the insatiable demand in eighteenth century England for frivolous as well as useful goods and services foreshadows our own world.

In the first paragraph, the author mentions McKendrick and Plumb most probably in order to _______.

A．contrast their views on the subject of luxury consumerism in eighteenth century England

B．indicate the inadequacy of historiographical approaches to eighteenth century English history

C．give examples of historians who have helped to establish the fact of growing consumerism in eighteenth century England

D．support the contention that key questions about eighteenth century consumerism remain to be answered