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1、科技英语（经管）综合复习资料I.ReadingComprehensionPassage1Justfiveone-hundredthsofaninchthick,lightgoldenincolorandwithaperfect“saddlecurl,”theLay’spotatochipseemsanunlikelyweaponforglobaldomination.Butitsmaker.Frito-Lay.Thinksotherwise.”Potatochipsareasnackfoodfortheworld,”
2、saidSalmanAmin,thecompany’sheadofglobalmarketing.AminbelievesthereisnocorneroftheworldthatcanresistthecharmsofaFrito-Laypotatochip.Frito-LayisthebiggestsnackmakerinAmerica.ownedbyPepsiCo.Andaccountsforoverhalfoftheparentcompany’s$3billionannualprofits.ButtheU.S
3、.snackfoodmarketislargelysaturated,andtogrow.thecompanyhastolookoverseas.Itsstrategyrestsontwobeliefs:firstaglobalproductofferseconomiesofscalewithwhichlocalbrandscannotcompete.Andsecond,consumersinthe21stcenturyaredrawnto“global”asaconcept.”Global”doesnotmeanp
4、roductsthatareconsciouslyidentifiedasAmerican,butonesthanconsumes-especiallyyoungpeople-seeaspartofamodem,innovative(创新的)worldinwhichpeoplearelinkedacrossculturesbysharedbeliefsandtastes.PotatochipsareanAmericaninvention,butmostChinese,forinstance,donotknowthan
5、Frito-LayisanAmericancompany.Instead,Riskey,thecompany’sresearchanddevelopmenthead,wouldhopetheyassociatethebrandwiththenewworldofglobalcommunicationsandbusiness.Withbrandperceptionacrucialfactor,RiskeyorderedaredesignoftheFrito-Laylogo(标识).Thelogo,alongwiththe
6、company’slong-heldmarketingimageofthe“irresistibility”ofitschipswouldhelpfacilitatethecompany’sglobalexpansion.TheexecutivesacknowledgethattheytrytoswingnationaleatinghabitstoafoodcreatedinAmerica,buttheydenythatamountstoeconomicimperialism.Rater,theyseeFrito-L
7、ayasspreadingthebenefitsoffreeenterpriseacrosstheworld.“We’remakingproductsinthosecountries,we’readaptingthemtothetastesofthosecountries,buildingbusinessesandemployingpeopleandchanginglives,”saidSteveReinemund,PepsiCo’schiefexecutive.1.ItisthebeliefofFrito-Lay’
8、sheadofglobalmarkingthat_____.A.PotatochipscanhardlybeusedasaweapontodominatetheworldmarketB.Theircompanymustfindnewwaystopromotedomesticsales.C.Thelightgoldencolorenhancest
