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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.
Products sold under a brand name used to command premium prices because, in general, they were 【superior to nonbrand rival products 优于非品牌竞争对手的产品 ①】.
（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
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