雅思考试阅读理解题《企业的社会责任》.docx
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雅思考试阅读理解题《企业的社会责任》.docx
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雅思考试阅读理解题《企业的社会责任》
雅思考试阅读理解题《企业的社会责任》
雅思的考试难度较大,考生需要做较为充分的准备,下面,小编为大家整理了一篇雅思考试阅读理解题,供大家参考。
CorporatesocialResponsibility
-anewconceptofmarket
MaybeBen&Jerry'sandTheBodyShopsetthemselvesupforafallbyappearingtohaveamonopolyonnukinganhonestbuck.Buttheirstrugglesarealessononhowlittleweknowabouttheminefieldofethicalmarketing.
TheBodyShop,alongwiththeAmericanicecreammakerBenandJerry's,washailedasanewbreedofgreen,orenvironmentallyconscious,business.
BenandJerry’s
ABen&jerry'soffersaverysweetbenefitspackagetoemployees.First,everyoneofthe700+Ben&Jerry'sworkersisentitledtothreefreepintsoficecream,sorbetorfrozenyogurtperdayworked.(Someworkersevenuseallotmentsoftheirfreetreatstobarterforothergoodsandservicesintownsuchashaircuts).Beyondthefreebies,personnelreceivesa50%discountonthecompany'sfrozengoodies,a40%discountonmerchandiseandafurther30%breakonnon-Ben&Jerry'sfoodsatcompanyoutlets.
BWorkersarefurtherentitledtobepaidfamilyleaveandmaytakeadvantageoftheEmployeeStockPurchaseProgramtopurchasecompanystock(aftersixmonthswiththeorganization)ata15%discount.Beginningin1998,316stockoptionsareawardedtoeachworker(excludingdirectorsandofficers)andstockisalsoassignedtoeachemployee's401Kplanattheendofthecalendaryear.Thesecontributionsareintendedtoachievethecompany'sgoaloflinkedprosperity,i.e.toassurethatfutureprosperityiswidelysharedbyallemployees.
COtherbenefitsinclude:
Healthinsurance,includingcoverageforwellbaby-careandmammograms
Lifeinsurance(twicetheemployee'sannualsalary)
Dentalinsurance
Long-termdisabilityplanpaying60%ofsalarysixmonthsafterdisabilityfordurationofdisability
Short-termdisabilityplanpaying60%ofsalaryforsixmonths
Maternityleavewithfullpayforsixweeksafterdelivery
TheBodyShop
DHistoryofTheBodyShopAnitaRoddickstartedTheBodyShopwithamere£4,000andadream.Withover1,900storesin50countries.TheBodyShopwasfoundedin1976inBrighton,England.Fromheroriginalshop,whichofferedalineof25differentlotions,creams,andoils,Roddickbecamethefirstsuccessfulmarketerofbodycareproductsthatcombinednaturalingredientswithecologically-benignmanufacturingprocesses.Hercompany'srefusaltotestproductsonanimals,alongwithaninsistenceonnonexploitativelaborpracticesamongsuppliersaroundtheworld,appealedespeciallytoupscale,mainlymiddleclasswomen,whowereandhavecontinuedtobethecompany'sprimarymarketAssalesboomed,eventheconservativefinancialmarketsapprovedofTheBodyShop'simpressiveprofitpicture,andapublicstockofferingin1984wassuccessful.Anexpansioncampaignfollowed.In1988thecompanyenteredtheU.S.marketbyopeningastoreinNewYorkCity,andby1997thecompanyboasted1,500stores,includingfranchises,in47countries.Anti-marketingseemedtobesmartmarketing,atleastasfarasTheBodyShopwasconcerned.
EPartofthesecretofTheBodyShop’searlysuccesswasthatithadcreatedamarketnicheforitself.Thecompanywasnotdirectlycompetingagainstthetraditionalcosmeticscompanies,whichmarketedtheirproductsasfashionaccessoriesdesignedtocoverupflawsandmakewomenlookmorelikethe
fashionmodelswhoappearedintheirlavishads.Instead,TheBodyShopofferedalineofproductsthatpromisedbenefitsotherthanappearance—healthierskin,forinstance—ratherthansimplyabetter-lookingcomplexion.Thecompanyisknownforpioneeringthenatural-ingredientcosmeticmarketandestablishingsocialresponsibilityasanintegralpartofcompanyoperations.TheBodyShopisknownforitsethicalstances,suchasitsmonetarydonationstothecommunitiesinwhichitoperates,anditsbusinesspartnershipswithdevelopingcountries.In1988RoddickopenedherfirststoreintheUnitedStates,andbythattime—throughvarioussocialinitiativessuchastheStoptheBumcampaigntosavetheBrazilianrainforest(thesourceofmanyofthecompany'snaturalingredients,andstrongsupportofemployeevolunteerism——TheBodyShopnamehadbecomesynonymouswithsocialactivismandglobalpreservationworldwide.Thecompanyhadalsobecomeimmenselyprofitable.
FBythemid-1990s,however.TheBodyShopfacedgrowingcompetition,forcingittobeginitsfirstmajoradvertisinginitiative,themostprominentpartofwhichwasthe“Ruby”campaign.ThecampaignwaspersonifiedbyRuby,adollwithRubenesqueproportionswhowasperchedonanantiquecouchandwholookedquitepleasedwithherselfandherplumpframe.RandyWilliamson,aspokespersonforTheBodyShop,said,“Rubyisthefruitofourlong-establishedpracticeofchallengingthewaythecosmeticindustrytalkstowomen.TheRubycampaignisdesignedtopromotetheideathatTheBodyShopcreatesproductsdesignedtoenhancefeatures,moisturize,cleanse,andpolish,nottocorrect‘flaws’.TheBodyShopphilosophyisthatthereisrealbeautyineveryone.Wearenotclaimingthatourproductsperformmiracles.
GTheCompetitiontheBodyShoplostmarketshareinthelate1990’stoproduct-savvycompetitorsthatofferedsimilarcosmeticsatlowerprices.ThemaincompetitorsareH20,Sephora,BathandBodyWorks,andOrigins.ResearchResultsResearchshowedthatwomenappreciateTheBodyShopforitsethicalstandards.Theyarepleasedbycompanieswithgreenactions,notpromises.TheresearchprovedthatTheBodyShophasbeenputonthebackburnerinmanypeople'sminds:
overcrowdedbynewer,fresherBrandsCompaniesliketheBodyShopcontinuallyhypetheirproductsthroughadvertisingandmarketing,oftencreatingademandforsomethingwherearealneedforitdoesnotexist.Themessagepushedisthattheroutetohappinessisthroughbuyingmoreandmoreoftheirproducts.Undersuchconsumerism,theincreasingdominationofmultinationalsandtheirstandardisedproductsisleadingtoglobalculturalconformity.Otherdownfallfactorsalsoincludemisleadingthepublic,lowpayandagainstunions,exploitingindigenouspeople;Alsothemassproduction,packagingandtransportationofhugequantitiesofgoodsisusinguptheworld'sresourcesfasterthantheycanberenewedandfillingtheland,seaandairwithdangerouspollutionandwaste.
HTheProblemTheBodyShophasusedsafeandtimidadvertisingoverthelastdecade,decreasingmarketshareandbrandvalue.Withtheriseofnew,morenaturalandenvironmentallyfriendlycompetitors,TheBodyShopcannolongerstandbehindbeingthegreenestormostnatural.TheSolutionTheBodyShopistheoriginatorofethicalbeautywithouractionsspeakinglouderthanourwords.ThisisthenewdirectionofTheBodyShop.Wewillbeapartofdifferentactsofkindnessinbigcities.Wewilleliminateunwantedgraffiti,purifycityair,andgivethecustomeranopportunitytobeapartofsomethinggood.
Questions1-4
ThereadingPassagehassevenparagraphsA-H.
Whichparagraphcontainsthefollowinginformation?
WritethecorrectletterA-H,inboxes1-4youranswersheet.
1AnactiontakentoEstablishingsocialresponsibilityinconservationproject
2adescriptionoftheconventionalwaytheadsappliedtotalktoitscustomers
3Ahistoryofahumbleoriginandexpansion
4managementpracticesarcintendedtolinedupthecompany'sgoalwithparticipants'prosperity
Questions5-7
Choosethethreecorrectletter,A-F.
Writeyouranswersinboxes5-7onyouranswersheet.
5-7)WhataretrueabouttheBen&Jerry'scompanymanagement
ATherewaslittledifferencebetweenthehighestsalaryandthelowest
BTheywereadvertisingtheirproductwithpowerfulinternalmarketing.
CTheyoffertheemployeecomplimentaryproduct
DEmployeewereencouragedtogiveservicesbacktothecommunity
Etheproductsaredesignedforworkerstobarterforothergoodsandservices
Fofferedapackageofbenefitsfordisableemployees
Questions8-10
Choosethethreecorrectletter,A-F.
Writeyouranswersinboxes8-10onyouranswersheet.
WhatarethefactorsoncecontributedtothesuccessfortheBODYSHOP?
Apioneeringthenatural-ingredientcosmeticsmarket
Bappealedtoprimarymarketmainlyoftherichwomen
Cfocusedontheirlavishadscampaign
DThecompanyavoidedproducingthetraditionalcosmeticsproducts
Eitsmoralconceptthatrefusestouseanimals-testedingredients
Fitsmonetarydonationstothecommunitiesandindevelopingcountries
Questions11-13
Choosethethreecorrectletter,A-F.
Writeyouranswersinboxes11-13onyouranswersheet.
WhatarcthefactorsleadingtothelaterfailureforBODYSHOPcompany?
Aitsphilosophythatthereisrealbeautyineveryoneisfaulty
Bfailtofulfillpromiseswhileactedlikemisleadingthepublic
Cfacedgrowingcompetition
Ditscreatingdemandforsomethingthatthecustomersdonotactuallyneed
Eitsnewer,fresherBrandsarenotsuccessfulintheMarket
Ffailtooffercosmeticsatlowerpricesthancompetitors
参考答案:
1E2F3D4B5C6D7F8A9E10F11B12C13D
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