高级口译0909听力原文汇总合集（4）

2010-09-10 00:00:00来源：网络

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　　高级口译0909听力原文汇总合集（4）

　　Questions 11-15

　　A: BMW, STARBUCKS and NOKIA, they are all brands easily recognizable around the world and getting even more so, according to a new survey of the top 100 global brands. Of all, Tech. company seem to beginning dominants. Coca Cola still holds the No.1 spot. Microsoft is No. 2. And IBM comes in at No. 3. Business week and Inter-brands team up annually to determine these rankings. And joining us now to discuss them is Inter-brand's chief executive John Albert. John, thanks for being here. Very briefly, what is the criteria?B: The criteria is that we need brands that have strong franchise with consumers, but importantly, businesses underline those brands that have very large amounts of revenue.A: Large amounts of revenue, so basically you look at the matter numerically?B: Well, it's a combination of numerical factors, and more soft marketing factors. So we look at the degree of resilience that the consumers have with a particular brand proposition, and that allows us to actually discount from an entire group of earnings. How many of those earnings are attributable to the brand?A: Let's take a look at some of these. Coca Cola, for instance, because it's more than just a brand, I think for a lot of people, it almost has certain nostalgia.B: Yeah, look, Coke is obviously famous for a proposition around refreshment. What Coke's been able to do cleverly is to take that through generations, but also take it through different ethnographies, and through different market demographics. So people around the world buy into the Coke proposition.A: Microsoft. A lot of people hate Microsoft, you know? Because they feel that it's monopolistic, and so on and so forth. Yeah, it runs most of the software for computers, or has the software that runs most of computers.B: Microsoft is a good lesson. And I'm not sure whether people hate Microsoft. I mean Microsoft is great.A: Well, a percentage of people do. I mean, you know, a lot of anti-competitive practices and so forth. I'm not expressing an opinion here. But you know, talk to somebody who has an APPLE computer, for instance.B: Sure, as I have had. Microsoft actually has a fantastic product underneath its brand. And of course, without a fantastic product, you can't build a valuable brand. And we've seen that, through some of the great rises in the table this year, with the likes of E-bay, which has a fantastic product; the likes of Google, which has a fantastic product.A: It really does come down to the functionality of the product.B: Well, it's not just a functionality. It's about delivering on the promise and brands obviously are promoted to build a promise to consumers. And if they continuously deliver on that promise, people will go back again and again, and build loyalty with those brands.A: Why do you think some companies have been so successful at building a brand while some aren't able to do it?B: Well, I guess the product is critical, but a number of these brand market has been around for a long time.A: Let me just go back. You say the product is critical. Now Starbucks would say their coffee is certainly different than what you'll get from one of the competitors, but the basic coffee is not that different. So there's some atmosphere that's also created that makes people want to buy this brand.B: Sure, what I mean is product is an entry level criteria. If you don't have a good product, you can't build a strong brand. So in the case of Starbucks, what they have been able to do is to build a motional place on top of that product that people have bought into, and understand that Starbucks has been something more than just functional coffee.Q11 According to the new survey, at the top of 100 global brands, which of the following brands holds the number 1 spot?

　　Q12 There are several factors involved in ranking the brands. Which of the following is NOT one of the factors?

　　Q13 According to the woman, why do a lot of people hate Microsoft?

　　Q14 Which of the following best explains the huge success of Starbucks?

　　Q15 What do top global brands have in common according to the interview?

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