剑桥商务英语-剑桥商务英语中级口语分类模拟题2

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1、剑桥商务英语中级口语分类模拟题2SPEAKINGDarwin'sTheoriesAppliedtoMarketingWhyareGeneralMotorsandFordintrouble?WhydidDelta,Northwest,USAirwaysandUnitedAirlinesgobankrupt?WhywereC2andPepsiEdgesuchnotablefailures?OneanswermightbeHdivergence.nOvertime,everycategorybreaksupintomultiplecategories,creatingchaosforcompani

2、esthattrytokeeptheirbrandsinthemainstreamofthemarket.CharlesDarwincalleddivergencethedrivingforcethatcreateshardynewspecies-Histheorycanaseasilybeappliedtomarketingasbiology.CharlesDarwinDivergenceistheleastunderstood,mostpowerfulforceintheuniverse.InhisbookTheOriginofSpecies,CharlesDarwincalleddiv

3、ergencethedrivingforcethatcreatesanewspecies.InourbookTheOriginofBrands,weuseDarwin1sconcepttodescribetheprocessthattakesplacetocreateanewcategory.Whatstartsoffasasinglecategory(themainframecomputer,forexample)windsupasmultiplecategories—mainframes,mid-range,desktops,laptops,handhelds,servers,etc.E

4、achofthesedevelopingcategoriesrepresentsanopportunitytobuildanewbrand.Digital,Compaq,DellandPalm,forexample.Therearetwoforcesatworkinnature,accordingtoDarwin.Oneisagradualchangefromanancestraltoacurrentcondition.(Aprocessbiologistscallnanagenesisn.)DivergenceTheotherisdivergence,asplittingoftheance

5、straltreetocreatenewbranches•(BiologistscallthisHcladogenesisH•)Anagenesisproducesstrawberriesthesizeofplums•Itjustwon11turnastrawberryintoaplum.Ittakescladogenesisordivergencetodothat.Darwincalledthefirstforcennaturalselection11,orthesurvivalofthefittest・Thecompetitionbetweenindividualsimprovesthe

6、species.Twohundredyearsago,theaverageAmericanadultmalewas5feet7inchestall

7、•FirstPortableComputerThefirstportablecomputer,introducedin1982byCompaqComputer,weighed18pounds•Essentiallyaslimmed-downdesktopwithahandle,theproductwascalledaHluggablencomputerbymanyusers