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1、Passage1 Reebokexecutivesdonotliketoheartheirstylishathleticshoescalled"footwearforyuppies(雅皮士·少壮高薪职业人士)".TheycontendthatReebokshoesappealtodiversemarketsegments,especiallynowthatthecompanyoffersbasketballandchildren'sshoesfortheunder-18setandwalkingshoesforoldercustomersnotinterestedinaerobic
2、s(健身操)orrunning.Theexecutivesalsopointoutthatthroughrecentacquisitionstheyhaveaddedhikingboots,dressandcasualshoes,andhigh-performanceathleticfootweartotheirproductlines,allofwhichshouldattractnewandvariedgroupsofcustomers. Still,despiteitsemphasisonnewmarkets,Reebokplansfewchangesintheupmarke
3、t(高档消费人群的)retailingnetworkthathelpedpushsalesto$1billionannually,aheadofallothersportsshoemarketers.Reebokshoes,whicharepricedfrom$27to$85,willcontinuetobesoldonlyinbetterspecialty,sportinggoods,anddepartmentstores,inaccordancewiththecompany'sviewthatconsumersjudgethequalityofthebrandbythequali
4、tyofitsdistribution. Inthepastfewyears,theMassachusetts-basedcompanyhasimposedlimitsonthenumberofitsdistributors(andthenumberofshoessuppliedtostores),partlyoutofnecessity.AttimestheunexpecteddemandforReebok'sexceededsupply,andthecompanycouldbarelykeepupwithordersfromthedealersitalreadyhad.Thes
5、efulfillmentproblemsseemtobeundercontrolnow,butthecompanyisstillselectiveaboutitsdistributors.Atpresent,ReebokshoesareavailableinaboutfivethousandretailstoresintheUnitedStates. Reebokhasalreadyanticipatedthatwalkingshoeswillbethenextfitness-relatedcraze,replacingaerobicsshoesthesamewayitsbrigh
6、tlycolored,softleatherexercisefootwearreplacedconventionalrunningshoes.Throughproductdiversificationandcarefulmarketresearch,ReebokhopestoavoidthedistributionproblemsNikecameacrossseveralyearsago,whenNikemisjudgedthestrengthoftheaerobicsshoecrazeandwasforcedtounloadhugeinventoriesofrunningshoes
7、throughdiscountstores.Yuky1. Reebok'sviewthat"consumersjudgethequalityofthebrandbythequalityofitsdistribution"(Line5,Par 2)impliesthat______.A.thequalityofabrandismeasuredbytheservicequalityofthestoresellingitB.thequalityofaproduc
