PART THREE ·Read the following text. ·Each question has four suggested answers or ways of finishing the sentence, A, B, C and D. ·Mark one letter A, B, C or D for the answer you choose.This is the "designer" age. People in the West talk of designer labels and designer violence. The word "designer" has become an adjective loaded with the symbolism and imagery of the consumer society. For the first time in history, it is possible to live a "designer lifestyle"— if you can afford it.But what does the word "design" mean The subject of design covers a wide range of activities, from materials technology at the hard end to styling and marketing at the soft end. The number of people who have made a contribution to the history of design at any of these levels is vast. Actually the term can also be confined to meaning the people who had the ideas and who invented the forms which changed our taste.The term "design" as we now use it is a modern invention, a product of the division of labor and other economic changes thrown up by the Industrial Revolution in the 18th and 19th centuries. With the rise of mechanized production and standardized products, there came the need for disciplined product planning. No longer did the person who had an idea for something go on to make it. The new order, in which the designer had the idea and the factory-worker manufactured it, meant the designer achieved a new and unprecedented status in the system.The 20th century design has had an important influence on the Western way of life. Objects have acquired not only culture status, but massive symbolic significance through people’s perceptions of them. The Coca-Cola bottle--the most famous bottle in the world and the classic piece of modern package design now symbolizes the power of the 20th century Western civilization to penetrate and erode other cultures. From modern painters such as Warhol to many contemporary films, Coca-Cola has become a symbol of cultural imperialism, and is such a familiar part of the consumer landscape that it is almost invisible.The possibility that the Coca-Cola bottle was too familiar worried the company so much that several years ago they redesigned the famous logo and the bottle, and changed the taste of the syrup as part of an on-going battle with rival company Pepsi. So loud was the public outcry, however, that the company quickly reinstated all three.Making an image and making an object have become indivisible parts of the design process. Coca-Cola owns nothing more than the recipe for a syrup and the copyright on a logo, yet it is a multimillion dollar business.Now design is at the cutting edge of business competition. The importance of design has changed through the various phases of industrial growth, and in the years to come it will increasingly assume a high priority in corporate. Today, placing the idea of quality foremost in purchasers’ minds is so important that it has spawned a new science-design technology. In today’s business environment, the research and development of design ideas has become an essential part of the manufacturing and selling processes. According to Para 5, which statement is not true
PART THREE ·Read the following text. ·Each question has four suggested answers or ways of finishing the sentence, A, B, C and D. ·Mark one letter A, B, C or D for the answer you choose.This is the "designer" age. People in the West talk of designer labels and designer violence. The word "designer" has become an adjective loaded with the symbolism and imagery of the consumer society. For the first time in history, it is possible to live a "designer lifestyle"— if you can afford it.But what does the word "design" mean The subject of design covers a wide range of activities, from materials technology at the hard end to styling and marketing at the soft end. The number of people who have made a contribution to the history of design at any of these levels is vast. Actually the term can also be confined to meaning the people who had the ideas and who invented the forms which changed our taste.The term "design" as we now use it is a modern invention, a product of the division of labor and other economic changes thrown up by the Industrial Revolution in the 18th and 19th centuries. With the rise of mechanized production and standardized products, there came the need for disciplined product planning. No longer did the person who had an idea for something go on to make it. The new order, in which the designer had the idea and the factory-worker manufactured it, meant the designer achieved a new and unprecedented status in the system.The 20th century design has had an important influence on the Western way of life. Objects have acquired not only culture status, but massive symbolic significance through people’s perceptions of them. The Coca-Cola bottle--the most famous bottle in the world and the classic piece of modern package design now symbolizes the power of the 20th century Western civilization to penetrate and erode other cultures. From modern painters such as Warhol to many contemporary films, Coca-Cola has become a symbol of cultural imperialism, and is such a familiar part of the consumer landscape that it is almost invisible.The possibility that the Coca-Cola bottle was too familiar worried the company so much that several years ago they redesigned the famous logo and the bottle, and changed the taste of the syrup as part of an on-going battle with rival company Pepsi. So loud was the public outcry, however, that the company quickly reinstated all three.Making an image and making an object have become indivisible parts of the design process. Coca-Cola owns nothing more than the recipe for a syrup and the copyright on a logo, yet it is a multimillion dollar business.Now design is at the cutting edge of business competition. The importance of design has changed through the various phases of industrial growth, and in the years to come it will increasingly assume a high priority in corporate. Today, placing the idea of quality foremost in purchasers’ minds is so important that it has spawned a new science-design technology. In today’s business environment, the research and development of design ideas has become an essential part of the manufacturing and selling processes. New science-design technology is developed because ______.
PART TWO ·Read the following text. ·Choose the best sentence from A--H to fill in each of the gaps. ·For each gap 9--14, mark one letter A--H. ·Do not use any letter more than once.In many companies, a product manager— (9) --is responsible for planning related to new products as well as to established ones. A large company may have many product managers who report to higher marketing executives.In many large firms--Procter & Gamble, Pillsbury, and General Foods, to name a few-- the product manager’s job is quite broad. (10) . Responsibilities may include developing new products along with improving established products. Setting marketing goals, preparing budgets, and developing plans for advertising and field selling activities are some of the product manager’s tasks. At the other extreme, some companies limit product managers’ activities essentially to the areas of selling and sales promotion. Probably the biggest problem in the product-manager system is that a company will saddle these executives with great responsibility, (11) . They must develop the field selling plan, but they have no line authority over the sales force. Product managers do not select advertising agencies, (12) . They have a profit responsibility for their brands, yet they are often denied any control over product costs, prices, or advertising budgets, Their effectiveness depends largely on their ability to influence other executives to cooperate with their plans.Most firms that achieve success in product innovation seem to use one of these four organizational structures for new-product development: product-planning committee, new-product department, venture team, or product-manager system.Interestingly enough, there are some indications that (13) . The product-manager system was widely adopted and thrived during the period of economic growth, and market expansion in the 1950s to 1970s. In the 1980s, however, (14) , coupled with a trend toward strategic planning that stressed centralized managerial control. Because of these environmental forces, one study concludes that the product-manager system is being modified in many companies and eventually will be abolished in some firms.A. the product-manager system may change considerably in the 1990sB. who reports to marketing directorC. yet they don’t have to make advertising plansD. many industries experienced slow economic growth in maturing marketsE. yet it may not give them the corresponding authorityF. sometimes called a brand manager or a merchandise managerG. this executive is charged with planning the complete marketing program for a brand of group of productsH. yet they are responsible for developing advertising plans
PART THREE ·Read the following text. ·Each question has four suggested answers or ways of finishing the sentence, A, B, C and D. ·Mark one letter A, B, C or D for the answer you choose.This is the "designer" age. People in the West talk of designer labels and designer violence. The word "designer" has become an adjective loaded with the symbolism and imagery of the consumer society. For the first time in history, it is possible to live a "designer lifestyle"— if you can afford it.But what does the word "design" mean The subject of design covers a wide range of activities, from materials technology at the hard end to styling and marketing at the soft end. The number of people who have made a contribution to the history of design at any of these levels is vast. Actually the term can also be confined to meaning the people who had the ideas and who invented the forms which changed our taste.The term "design" as we now use it is a modern invention, a product of the division of labor and other economic changes thrown up by the Industrial Revolution in the 18th and 19th centuries. With the rise of mechanized production and standardized products, there came the need for disciplined product planning. No longer did the person who had an idea for something go on to make it. The new order, in which the designer had the idea and the factory-worker manufactured it, meant the designer achieved a new and unprecedented status in the system.The 20th century design has had an important influence on the Western way of life. Objects have acquired not only culture status, but massive symbolic significance through people’s perceptions of them. The Coca-Cola bottle--the most famous bottle in the world and the classic piece of modern package design now symbolizes the power of the 20th century Western civilization to penetrate and erode other cultures. From modern painters such as Warhol to many contemporary films, Coca-Cola has become a symbol of cultural imperialism, and is such a familiar part of the consumer landscape that it is almost invisible.The possibility that the Coca-Cola bottle was too familiar worried the company so much that several years ago they redesigned the famous logo and the bottle, and changed the taste of the syrup as part of an on-going battle with rival company Pepsi. So loud was the public outcry, however, that the company quickly reinstated all three.Making an image and making an object have become indivisible parts of the design process. Coca-Cola owns nothing more than the recipe for a syrup and the copyright on a logo, yet it is a multimillion dollar business.Now design is at the cutting edge of business competition. The importance of design has changed through the various phases of industrial growth, and in the years to come it will increasingly assume a high priority in corporate. Today, placing the idea of quality foremost in purchasers’ minds is so important that it has spawned a new science-design technology. In today’s business environment, the research and development of design ideas has become an essential part of the manufacturing and selling processes. In Para 4, the author cites Coca-Cola because ______.