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题库 / Prep2012-CR-23
Products sold under a brand name used to command premium prices because, in general, they were superior to nonbrand rival products. Technical expertise in product development has become so widespread, however, that special quality advantages are very hard to obtain these days and even harder to maintain. As a consequence, brand-name products generally neither offer higher quality nor sell at higher prices. Paradoxically, brand names are a bigger marketing advantage than ever.
Which of the following, if true, most helps to resolve the paradox above?
Brand names are taken by consumers as a guarantee of getting a product as good as the best rival products.
Consumers recognize that the quality of products sold under invariant brand names can drift over time.
In many acquisitions of one corporation by another, the acquiring corporation is interested more in acquiring the right to use certain brand names than in acquiring existing production facilities.
In the days when special quality advantages were easier to obtain than they are now, it was also easier to get new brand names established.
The advertising of a company's brand-name products is at times transferred to a new advertising agency, especially when sales are declining.
A：给出了另外的解释，优势不由价格或质量提供，而是品牌本身就是一种保障
（转折）Technical expertise in product development has become so widespread, however, that special 【quality advantages are very hard to obtain质量优势↓ ②】 these days and even harder to maintain.
所以，【brand-name products】 generally neither offer higher quality nor sell at higher prices. 但是 brand names are a bigger 【marketing advantage 市场优势】 than ever.
品牌产品既不能提供更高的质量，也不能以更高的价格销售。但是它还是具有市场优势，为什么？
选项A（√） 最相关：【marketing advantage 市场优势】 指的是受更多消费者consumers喜欢，营销价值可以从消费者感性的品牌认知层面去考虑。
【Brand names】 are taken by consumers*** as a guarantee of getting a product as 【good质量好，反驳 ②质量优势↓】 as the best【rival products 竞争对手①】 .
品牌名称被消费者视为一种保证：获得与最佳竞争对手产品一样好的产品。
C选项：收购公司acquiring corporation∈无关
A： take as guarantee
B: 反驳：消费者认为品牌下产品质量随着时间会改变
C: 公司合并，跟这没有关系
D: new brand name没办法解释brand name的市场效应，无关
E: 销售降低的时候，公司会换一个广告公司，也不是解释为啥消费者喜欢品牌的原因
C: 收购公司更有兴趣得到使用brand-name的权利，比起得到现成的生产设备. 和marketing advantage无关
choice a, brand-name被消费者认为是可以和竞争对手可以匹敌的商品质量保证。correct
choice c, 在许多公司并购案例中，收购公司更有兴趣得到使用brand-name的权利，比起得到现成的生产设备。irrelevant，和marketing advantage无关
drift over time 随着时间漂移 （随时间变化）
special quality advantages are hard to obtain -- cannot sell at high prices -- a smaller market advantage
?paradox
消费者认为品牌是保证
原因：？
结论：brand names 比起以前是mkt adv
这道题目的结构是A, however, not B。B是brand names lose marketing advantage。解释not B等价于削弱B。
AB选项不都表示消费者相信品牌还是有优势的吗？
B是削弱项，对名牌产品的质量没有信心消费者就不会去购买了，名牌产品的商标也就失去了市场优势登录 或 注册 后可以参加讨论