雅思閱讀猜詞的技巧
閱讀文章的時候，我們時長會遇到很多不認(rèn)識的單詞，這些生詞會影響我們的閱讀理解甚至做題。今天小編給大家?guī)砹恕⊙潘奸喿x猜詞的技巧，希望可以幫助到大家，下面小編就和大家分享，來欣賞一下吧。
雅思閱讀猜詞的技巧
呃…確切地說，是推斷單詞含義，文化人怎么說“猜”!
雅思官方明確說明了雅思考試不考察“記憶力”而是考察“語言的駕馭能力”，也就是說，光靠“背”是不可以滴(所以口語寫作的模板被考官發(fā)現(xiàn)后會扣分很重哦)!
那么閱讀考試中，何為“語言駕馭能力的考察”呢?其實就是看看你能否在陌生語境下聯(lián)系上下文來理解文字的含義。在學(xué)術(shù)英語中，有很多小的tricks可以幫助到我們，下面我們具體來看看吧。
1.利用詞根詞綴
相信很多同學(xué)是了解這個方法的，因為“詞根詞綴記憶單詞”這個東東已經(jīng)被人們鼓吹了很多年了，從老師還是個稚嫩少年的時候就已經(jīng)聽說過這個方法了(那個時候菊花還只是一種花)。實際上，詞根詞綴法是一個很好地在閱讀中猜詞的方法。同學(xué)們在備考閱讀的時候需要掌握一些常見的詞綴用以猜詞意或判斷方向性。我們來看下面的例子(第24題)：
題目：
23 Home medical aids
24 Regular amounts of exercise
25 Feelings of control over life
26 Feelings of loneliness
A may cause heart disease.
B can be helped by hormone treatment.
C may cause rises in levels of stress hormones.
D have cost theUnited Statesgovernment more than $200 billion.
E may help prevent mental decline.
F may get stronger at night.
G allow old people to be more independent.
H can reduce stress in difficult situations.
原文：
Maintaining a level of daily physical activity may help mental functioning, says Carl Cotman, a neuroscientist at the University of California at Irvine. He found that rats that exercise on a treadmill have raised levels of brain-derived neurotrophic factor coursing through their brains. Cotman believes this hormone, which keeps neurons functioning, may prevent the brains of active humans from deteriorating.
分析：
利用題干中的信息(regular amounts of exercise)定位到原文(daily physical activity)，進(jìn)而對該段文字進(jìn)行閱讀，發(fā)現(xiàn)最后的deteriorate不認(rèn)識，但是以de-前綴開頭，一般都是否定的方向，那么與第五個選項中的decline方向一致，可以確定E為正確答案。
2. 利用并列關(guān)系
閱讀中常見的并列關(guān)系詞有and, or等，并列關(guān)系前后連接的詞往往具有一定的一致性。我們這里拿or來舉個例子，or前后的詞常常含義是近似的。因此，如果or連接的前后的詞我們有一個不認(rèn)識，那么可以利用另一個來猜單詞。我們來看下面的例子：
例句：
However, the major problems of the travel and tourism industry that have hidden, or obscured, its economic impact are the diversity and fragmentation of the industry itself.
分析：
本句話中，很多同學(xué)是不認(rèn)識obscure的，但是我們一般都認(rèn)識前面的hidden，并且發(fā)現(xiàn)這兩個單詞由or連接，所以可以推斷obscure的意思跟hidden是比較接近的。
楊帆老師有話說：
閱讀考察的是單詞的模糊理解而非具體含義，所以很多單詞我們了解大概意思、保證閱讀可以順利進(jìn)行下去即可，不用弄明白確切意思。
3.利用同位語
閱讀中我們常會看到一個不認(rèn)識的名詞后跟隨了一個逗號，逗號后是一個名詞短語，這個名次短語就是這個名詞的同位語解釋。我們可以利用同位語去推測未知名詞的含義。我們來看下面的例子
【題目】
? Marie and Pierre Curie’s research into the radioactivity of the mineral known as 8……… led to the discovery of two new elements.
【原文】
Turning her attention to minerals, she found her interest drawn to pitchblende, a mineral whose radioactivity, superior to that of pure uranium, could be explained only by the presence in the ore of small quantities of an unknown substance of very high activity. Pierre Curie joined her in the work that she had undertaken to resolve this problem, and that led to the discovery of the new elements, polonium and radium.
【分析】
通過觀察題目，我們發(fā)現(xiàn)我們要填的單詞處在“a mineral known as ...”這個結(jié)構(gòu)下，說明要填的單詞是一種礦物質(zhì)的名字。那么利用題目中的two new elements定位到原文中，再利用代詞往前查找，會找到pitchblende這個詞，后面就跟隨了我們說的同位語，那么可以確定這就是要我們找的答案。
題目：
我們來看看第6題：
原文：
The original patent outlined a three-stage process, in which phenol and formaldehyde (from wood or coal) were initially combined under vacuum inside a large egg-shaped kettle. The result was a resin known as Novalak, which became soluble and malleable when heated. The resin was allowed to cool in shallow trays until it hardened, and then broken up and ground into powder. Other substances were then introduced: including fillers, such as woodflour, asbestos or cotton, which increase strength and moisture resistance, catalysts (substances to speed up the reaction between two chemicals without joining to either) and hexa, a compound of ammonia and formaldehyde which supplied the additional formaldehyde necessary to form a thermosetting resin.
分析：
很多同學(xué)在做這道題時，利用第6題前面的ammonia和formaldehyde定位，在原文中第4句中，我們看到了一個a compound of ammonia and formaldehyde …這個結(jié)構(gòu)，于是就有同學(xué)把答案寫成了compound。但是我們來看一下，a compound of ammonia and formaldehyde …就是我們之前說的“雙標(biāo)點中的名詞短語”，所以它是一個同位語，那么是對誰的解釋呢?逗號之前的名詞hexa，所以hexa是我們的答案(原文的意思是hexa是ammonia和formaldehyde一起構(gòu)成的混合物)。至于為什么不能填compound這個詞，這是一個解釋性的詞匯，屬于“類別”詞，不夠具體，而填空題需要填具體的詞。
雅思閱讀遇到不認(rèn)識的單詞怎么辦?
4. 利用舉例
閱讀中常見的表達(dá)舉例的詞很簡單，就是for example, such as, illustration這樣的詞。大家都知道“舉例詞”后面的詞是對前面的詞的舉例說明，但是大家能不能想到這樣可以利用這種舉例關(guān)系來猜單詞呢?我們來看下面的例子：
【例句】
Modern teaching practices, the organizations of desks in the classroom, poor classroom acoustics, and mechanical means of ventilation such as air-conditioning units all contribute to the number of children unable to comprehend the teacher’s voice.
【分析】
這是C9T2R1的一個句子。我們在這個句子中看到了such as引導(dǎo)的一個例子，是對前面mechanical means of ventilation的舉例解釋。很多同學(xué)是不認(rèn)識ventilation的，但是我們一般都認(rèn)識air-conditioning，通過such as我們可以知道air-conditioning是ventilation的一個例子，那么ventilation肯定是跟“空調(diào)”有關(guān)的詞，比如可能是“通風(fēng)系統(tǒng)”之類的含義。
5. 利用因果關(guān)系
因果關(guān)系也可以用于猜單詞，大家要有意識地利用起來，尤其是在一些包含生詞的因果關(guān)系句子中，我們可以利用“因”和“果”互相解釋這一特點來進(jìn)行生詞的推斷。我們來看下面這兩個例題：
【例題1】(第5題)
Classify the following as typical of
A both Chinese and Japanese pagodas
B only Chinese pagodas
C only Japanese pagodas
Write the correct letter, A, B or C, in boxes 5-10 on your answer sheet.
5 easy interior access to top
6 tiles on eaves
7 use as observation post
8 size of eaves up to half the width of the building
9 original religious purpose
10 floors fitting loosely over each other
【原文】
The Chinese built their pagodas in brick or stone, with inner staircases, and used them in later centuries mainly as watchtowers.When the pagoda reached Japan, however, its architecture was freely adapted to local conditions - they were built less high, typically five rather than nine storeys, made mainly of wood and the staircase was dispensed with because the Japanese pagoda did not have any practical use but became more of an art object.
【分析】
這是出自C7T2R1的一個句子。本句話中，很多同學(xué)是不認(rèn)識dispense with這個詞組的，但是我們發(fā)現(xiàn)后面有一個原因狀語從句來對其進(jìn)行解釋，我們可以利用這個原因來進(jìn)行推斷：樓梯是被dispensed with了，因為日本寶塔是沒有實際用途的而是變成了一個藝術(shù)品。結(jié)合前面的一個句子：中國寶塔有內(nèi)部樓梯。因此可以推測日本的樓梯是被去除了，所以be dispensed with的意思是“被去除”
【例題2】
Classify the following statements as referring to
A hand collecting
B using bait
C sampling ground litter
D using a pitfall trap
Write the correct letter, A, B, C or D, in boxes 31-36 on your answer sheet.
31 It is preferable to take specimens from groups of ants.
32 It is particularly effective for wet habitats.
33 It is a good method for species which are hard to find.
34 Little time and effort is required.
35 Separate containers are used for individual specimens.
36 Non-alcoholic preservative should be used.
【原文】
The pitfall trap is another commonly used tool for collecting ants.…The preservative used is usually ethylene glycol or propylene glycol, as alcohol will evaporate quickly and the traps will dry out. One advantage of pitfall traps is that they can be used to collect over a period of time with minimal maintenance and intervention. One disadvantage is that some species are not collected as they either avoid the traps or do not commonly encounter them while foraging.
【分析】
原文中，我們會看到ethylene glycol or propylene glycol，我相信一般同學(xué)是不認(rèn)識的，當(dāng)然我也不認(rèn)識，但!這不重要!因為我們不用認(rèn)識也能做題，我們可以猜詞啊!來，我們看到后面有一個as引導(dǎo)的原因狀語從句，就對前面這個分句進(jìn)行了解釋：這里使用到的防腐劑(preservative)是ethylene glycol 或者是 propylene glycol，因為酒精會蒸發(fā)并且陷阱會很快干枯。因此，可以推斷出ethylene glycol 和 propylene glycol都是非酒精(non-alcoholic)，因此36題答案選D。
以上是我們今天的內(nèi)容——利用舉例來猜單詞和利用因果關(guān)系來猜單詞。關(guān)于單詞，這里我必須強(qiáng)調(diào)兩點：
1
我們確實有很多技巧來幫助我們理解單詞在某一個語境下的意思，但是每一種技巧都不是萬能的，因此大家要靈活運用所有的技巧，這樣在面對陌生語境的時候才能靈活自如的理解，哪怕你并沒有那么多的單詞量。
2
單詞是必須必須要背的!沒有強(qiáng)大的單詞作為基礎(chǔ)，給你講再多的技巧也無濟(jì)于事!
雅思閱讀全真模擬題：企業(yè)的社會責(zé)任
Corporate social Responsibility
-a new concept of"market"
Maybe Ben & Jerry's and The Body Shop set themselves up for a fall by appearing to have a monopoly on nuking an honest buck. But their struggles are a lesson on how little we know about the minefield of "ethical" marketing.
The Body Shop, along with the American ice cream maker Ben and Jerry's, was hailed as a new breed of green, or environmentally conscious, business.
Ben and Jerry’s
A Ben & jerry's offers a very sweet benefits package to employees. First, every one of the 700+ Ben & Jerry's workers is entitled to three free pints of ice cream, sorbet or frozen yogurt per day worked. (Some workers even use allotments of their free treats to barter for other goods and services in town such as haircuts). Beyond the freebies,personnel receives a 50% discount on the company's frozen goodies, a 40% discount on merchandise and a further 30% break on non-Ben & Jerry's foods at company outlets.
B Workers are further entitled to be paid family leave and may take advantage of the Employee Stock Purchase Program to purchase company stock (after six months with the organization) at a 15% discount. Beginning in 1998, 316 stock options are awarded to each worker (excluding directors and officers) and stock is also assigned to each employee's 401K plan at the end of the calendar year. These contributions are intended to achieve the company's goal of linked prosperity, i.e. to assure that future prosperity is widely shared by all employees.
C Other benefits include:
Health insurance, including coverage for well baby-care and mammograms
Life insurance (twice the employee's annual salary)
Dental insurance
Long-term disability plan paying 60% of salary six months after disability for duration of disability
Short-term disability plan paying 60% of salary for six months
Maternity leave with full pay for six weeks after delivery
The Body Shop
D History of The Body Shop Anita Roddick started The Body Shop with a mere ￡4,000 and a dream. With over 1,900 stores in 50 countries. The Body Shop was founded in 1976 in Brighton, England. From her original shop, which offered a line of 25 different lotions, creams, and oils, Roddick became the first successful marketer of body care products that combined natural ingredients with ecologically-benign manufacturing processes. Her company's refusal to test products on animals, along with an insistence on nonexploitative labor practices among suppliers around the world, appealed especially to upscale, mainly middleclass women, who were and have continued to be the company's primary market As sales boomed, even the conservative financial markets approved of The Body Shop's impressive profit picture, and a public stock offering in 1984 was successful. An expansion campaign followed. In 1988 the company entered the U.S. market by opening a store in New York City, and by 1997 the company boasted 1,500 stores, including franchises, in 47 countries. Anti-marketing seemed to be smart marketing, at least as far as The Body Shop was concerned.
E Part of the secret of The Body Shop’s early success was that it had created a market niche for itself. The company was not directly competing against the traditional cosmetics companies, which marketed their products as fashion accessories designed to cover up flaws and make women look more like the
fashion models who appeared in their lavish ads. Instead, The Body Shop offered a line of products that promised benefits other than appearance—healthier skin, for instance—rather than simply a better-looking complexion. The company is known for pioneering the natural-ingredient cosmetic market and establishing social responsibility as an integral part of company operations. The Body Shop is known for its ethical stances, such as its monetary donations to the communities in which it operates, and its business partnerships with developing countries. In 1988 Roddick opened her first store in the United States, and by that time—through various social initiatives such as the "Stop the Bum" campaign to save the Brazilian rainforest (the source of many of the company's natural ingredients，and strong support of employee volunteerism——The Body Shop name had become synonymous with social activism and global preservation worldwide. The company had also become immensely profitable.
F By the mid-1990s, however. The Body Shop faced growing competition, forcing it to begin its first major advertising initiative, the most prominent part of which was the “Ruby” campaign. The campaign was personified by Ruby, a doll with Rubenesque proportions who was perched on an antique couch and who looked quite pleased with herself and her plump frame. Randy Williamson, a spokesperson for The Body Shop, said, “Ruby is the fruit of our long-established practice of challenging the way the cosmetic industry talks to women. The Ruby campaign is designed to promote the idea that The Body Shop creates products designed to enhance features, moisturize, cleanse, and polish, not to correct ‘flaws’. The Body Shop philosophy is that there is real beauty in everyone. We are not claiming that our products perform miracles. "
G The Competition the Body Shop lost market share in the late 1990’s to product-savvy competitors that offered similar cosmetics at lower prices. The main competitors are H20, Sephora, Bath and Body Works, and Origins. Research Results Research showed that women appreciate The Body Shop for its ethical standards. They are pleased by companies with green actions, not promises. The research proved that The Body Shop has been put on the back burner in many people's minds: overcrowded by newer, fresher Brands Companies like the Body Shop continually hype their products through advertising and marketing, often creating a demand for something where a real need for it does not exist. The message pushed is that the route to happiness is through buying more and more of their products. Under such consumerism, the increasing domination of multinationals and their standardised products is leading to global cultural conformity. Other downfall factors also include misleading the public, low pay and against unions, exploiting indigenous people ; Also the mass production, packaging and transportation of huge quantities of goods is using up the world's resources faster than they can be renewed and filling the land, sea and air with dangerous pollution and waste.
H The Problem The Body Shop has used safe and timid advertising over the last decade, decreasing market share and brand value. With the rise of new, more natural and environmentally friendly competitors, The Body Shop can no longer stand behind being the greenest or most natural. The Solution The Body Shop is the originator of ethical beauty with our actions speaking louder than our words. This is the new direction of The Body Shop. We will be a part of different acts of kindness in big cities. We will eliminate unwanted graffiti, purify city air, and give the customer an opportunity to be a part of something good.
Questions 1-4
The reading Passage has seven paragraphs A-H.
Which paragraph contains the following information?
Write the correct letter A-H, in boxes 1-4 your answer sheet.
1 An action taken to Establishing social responsibility in conservation project
2 a description of the conventional way the ads applied to talk to its customers
3 A history of a humble origin and expansion
4 management practices arc intended to lined up the company's goal with participants' prosperity
Questions 5-7
Choose the three correct letter, A- F.
Write your answers in boxes 5-7 on your answer sheet.
5-7) What are true about the Ben & Jerry's company management
A There was little difference between the highest salary and the lowest
B They were advertising their product with powerful internal marketing.
C They offer the employee complimentary product
D Employee were encouraged to give services back to the community
E the products are designed for workers to barter for other goods and services
F offered a package of benefits for disable employees
Questions 8-10
Choose the three correct letter, A- F.
Write your answers in boxes 8-10 on your answer sheet.
What are the factors once contributed to the success for the BODY SHOP ?
A pioneering the natural-ingredient cosmetics market
B appealed to primary market mainly of the rich women
C focused on their lavish ads campaign
D The company avoided producing the traditional cosmetics products
E its moral concept that refuses to use animals- tested ingredients
F its monetary donations to the communities and in developing countries
Questions 11-13
Choose the three correct letter, A- F.
Write your answers in boxes 11-13 on your answer sheet.
What arc the factors leading to the later failure for BODY SHOP company?
A its philosophy that there is real beauty in everyone is faulty
B fail to fulfill promises while acted like misleading the public
C faced growing competition
D its creating demand for something that the customers do not actually need
E its newer, fresher Brands are not successful in the Market
F fail to offer cosmetics at lower prices than competitors
文章題目：營銷的新概念
篇章結(jié)構(gòu)
體裁 論說文
題目 營銷的新概念
結(jié)構(gòu) A段：Ben & Jerry為員工提供商品免費和折扣福利
B段：Ben & Jerry為員工提供帶薪探親假和股票購買優(yōu)惠
C段：Ben & Jerry為員工提供的其他福利
D段：The Body Shop的發(fā)展歷程和營銷策略
E段：The Body Shop早期成功的秘訣
F段：The Body Shop為應(yīng)對競爭，發(fā)起名為Ruby的運動
G段：The Body Shop衰落的因素
H段：The Body Shop存在的問題和解決方法
試題分析
Question 1-13
題目類型：LIST OF HEADINGS
題號 定位詞 文中對應(yīng)點 題目解析
1 Establishing social responsibilities E段第四句 E段第四句提到The company is know for… and establishing social responsibility as an integral part of company operations.
因此，本題答案為E。
2 Ads, talk to customers F段第三句 F段第三句提到Ruby is…the cosmetic industry talks to women。此處的Ruby在前文中提到就是指The Body Shop的廣告活動。
因此，本題答案為F。
3 Origin and expansion D段第四句和第七句 D段整段都在介紹The Body Shop的起源和發(fā)展歷程。第四句提到from her original shop，第七句提到an expansion campaign followed。
因此，本題答案為D。
4 Link, company’s goal, participants’ prosperity B段最后一句 B段最后一句提到，these contributions are intended to achieve the company’s goal of linked prosperity。
因此，本題答案為B。
5 Complimentary product A段第二句 A段第二句提到公司為員工每天提供三品脫免費的冰淇淋、果汁或凍酸奶，即every workers is entitled to three free pints of ice cream…。該句free與C選項中的complimentary都表示“免費”。
因此，本題答案為C。
6 Internal marketing B段第一句 B段第一句提到…and may take advantage of the Employee Stock Purchase Program to purchase company stock at a 15% discount。此處說公司給予員工股票購買的優(yōu)惠，即采取內(nèi)部營銷政策。
因此，本題答案為B。
7 Disable employees C段第四句和第五句 C段列出了Ben & Jerry 給予員工的其他福利，其中第四條和第五條就是跟disable employee有關(guān)的福利措施。
因此，本題答案為F。
8 Pioneering,
Natural-ingredient E段第四句 E段第四句提到the company is known for pioneering the natural-ingredient cosmetic market and…。
因此，本題答案為A。
9 Refuses, animals-tested ingredients D段第五句 D段第五句提到 her company’s refusal to test products on animals。
因此，本題答案為E。
10 Monetary donations, communities, developing countries E段第五句 E段第五句提到The Body Shop is known for its ethical stances, such as its monetary donations to the communities in which it operates, and its business partnership with developing countries。
因此，本題答案為F。
11 Promises, acted G段第四句 G段第四句提到，they are pleased by companies with green actions, not promises。
因此，本題答案為B。
12 Growing competition G段第一句 G段第一句提到 The Competition … to product-savvy competitors that offered similar cosmetics at lower prices。
因此本題答案為C。
13 Creating demand, not actually need G段第六句 G段第六句提到，… often creating a demand for something where a real need for it does not exist。
該句的creating demand 和D選項的creating demand 直接對應(yīng)，where a real need for it dose not exit對應(yīng)D選項的not actually need。
因此，本題答案為D。
參考譯文：
企業(yè)社會責(zé)任(CSR)：“營銷”的新概念
也許Ben & Jerry和美體小鋪給自己設(shè)定壟斷性賺誠實的利潤陷阱。但他們的斗爭是我們知道“道德"營銷的雷區(qū)的一課。美體小鋪，連同美國冰淇淋制造商Ben and Jerry' s,被譽為新一代的具有綠色環(huán)保意識業(yè)務(wù)企業(yè)。
Ben and Jerry’s
A Ben &Jerry為員工提供了一個非常甜蜜的員工福利。首先，700家中每一個店鋪Ben & Jerry 的工人每天工作時有權(quán)免費三品脫冰淇淋，雪糕或冷凍酸奶。(一些工人使用易貨享受配額的免費治療其他商品和服務(wù)，比如理發(fā)。)除了免費贈品，人員享受公司冷凍產(chǎn)品50%的折扣，其他商品40%的折扣,還有30%非Ben&Jerry食品公司奧特萊斯商品折扣。
B 工人們進(jìn)一步享有帶薪探親假和可能利用員工股票購買計劃在一個15%的折扣的價格購買公司股票(六個月組織后)。從1998年開始，授予每個工人(不包括董事及高級職員) 316股票期權(quán)和股票401 k計劃的日歷年度也分配給每個雇員。這些貢獻(xiàn)旨在與實現(xiàn)公司的目標(biāo)共同繁榮的，即確保所有員工共享繁榮的未來。
C 其他福利包括：
醫(yī)療保險，包括嬰兒護(hù)理和.光檢查
人壽保險(員工的年薪的兩倍)
牙齒保險
長期殘疾計劃：殘疾持續(xù)時間6個月后支付工資的60%
短期殘疾計劃為6個月支付工資的60%
The Body Shop
D 美體小鋪歷史開始于安妮塔羅迪克的￡4000和一個夢想。如今，它在50個國家擁有超過1900家門店。美體小鋪于1976年在英格蘭布萊頓成立。從她原來的商店，它提供的25種不同乳液、面霜、和油脂，羅迪克成為第一個成功的身體護(hù)理產(chǎn)品，結(jié)合天然成分和ecologically-benign制造過程的營銷人員。她的公司拒絕使用動物測試產(chǎn)品，以及一個堅持在世界各地的供應(yīng)商中實施非勞動剝削的勞動實踐，主要吸引的是中產(chǎn)階級婦女特玥是高檔家庭產(chǎn)品，—直是該公司的主要市場。銷售蓬勃發(fā)展，甚至保守的金融市場都批準(zhǔn)美體小鋪的令人印象深刻的利潤情況下的擴(kuò)張活動，其在1984年公開發(fā)行股票是 成功的。1988年，公司進(jìn)入美國市場在紐約開設(shè)商店：到1997年，該公司擁有1500家門店，包括在47個國家的特許經(jīng)營，反營銷策略似乎是聰明的營銷，至少對美體小鋪而言。
E 美體小鋪早期成功的秘訣一部分是，它創(chuàng)造了一個特殊市場。公司沒有傳統(tǒng)的化妝品公司直接競爭，銷售他們的產(chǎn)品是為了為時尚配飾設(shè)計掩蓋缺陷，使女性看起來更像出現(xiàn)在他們奢華的廣告時裝模特。相反，美體小鋪提供產(chǎn)品一條線的承諾好處，不僅僅是漂亮的膚色，還有皮膚即刻美
容和健康。公司以開拓自然成分化妝品市場和建立社會責(zé)任作為公司業(yè)務(wù)的一個組成部分。美體小鋪因為它的.場而聞名，例如拒絕使用動物測試的成分，其在其運作的社區(qū)貨幣捐贈，和發(fā)展中國家合作它的業(yè)務(wù)。1988年羅迪克在美國開了她的第一家店，和通過各種社會活動如time-through，如“停止燃燒”運動拯救巴西熱帶雨林(該地區(qū)提供許多公司的天然成分來源)。和大力支持員工自覺自治—美體小鋪字號已經(jīng)等同于全球范圍內(nèi)的社會激進(jìn)主義和環(huán)保保護(hù)主義。該公司利潤竟然非?？捎^。
F 然而，到了1990年代中期，美體小鋪面臨日益激烈的競爭，迫使它開始它的第一個主要的廣告計劃，最突出的是“Ruby”運動?；顒佑蒖uby的化身，一個與Rubenesque比例的娃娃棲息在一個古董沙發(fā)上，看起來很滿意自己和豐滿。蘭迪?威廉姆森，美體小鋪的發(fā)言人說?！癛uby是我們長期挑戰(zhàn)化妝品行業(yè)和女性溝通方式實踐的成果。Ruby營銷活動是為了美體小鋪的產(chǎn)品設(shè)計的概念：產(chǎn)品是來增強(qiáng)，滋潤，清潔和增量功能，而不是糾正缺陷，美體小鋪的哲學(xué)就是——每個人都有其真正的美，我們并不是宣傳我們的產(chǎn)品會創(chuàng)造奇跡?！?/p>
G 美體小鋪在1990年底的競爭下，面對競爭對手以更低的價格提供類似的化妝品失去市場份額。主要競爭對手是H20，Sephora, Bath and Body Works, and Origins。 研究成果顯示，女性欣賞美體小鋪的道德標(biāo)準(zhǔn)。她們很高興公司實際的綠色行動，而不是承諾。證據(jù)證明，美體小鋪一直擱置在許多人的倡導(dǎo)思想，而不斷推出更新的品牌。像美體小鋪公司不斷通過廣告宣傳他們的產(chǎn)品和營銷，通常創(chuàng)建一個不存在的需求，不是一個真正需要的東西。傳播的是通過購買越來越多的產(chǎn)品通往幸福的消息。這種消費主義下，跨國公司主導(dǎo)日益增加其標(biāo)準(zhǔn)化產(chǎn)品導(dǎo)致全球文化整合。其他垮臺的因素還包括誤導(dǎo)公眾，低工資和反對工會，利用原住民，大規(guī)模生產(chǎn)，大量的商品包裝和運輸導(dǎo)致使用全球資源的速度加快。而土地，海洋和空氣與危險的污染和浪費遠(yuǎn)超它們再生的速度。
H 過去的十年里，美體小鋪傾向保守和膽小的廣告使其市場份額和品牌價值縮水。隨著新的，更自然和環(huán)境友好的競爭對手的崛起，美體小鋪在支持環(huán)?；蜃钭匀坏姆矫娌辉兕I(lǐng)跑。解決方案是：“強(qiáng)調(diào)美體小鋪是營銷.起者，我們的行動勝過我們的語言。這是美體小鋪的新方向。在大城市的不同的善舉將是我們存在的一部分。我們將消除不必要的涂鴉，凈化城市空氣，給客戶美好的運動中成為積極參與的一份子!”
參考答案：
Version 19121
主題 營銷的新概念
1 E 2 F 3 D 4 B 5 C 6 D 7 F 8 A 9 E 10 F 11 B 12 C 13 D
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