【小阅读^大脑袋】0206 NO.315

As societies develop, their members start to see things not so much according to what they need, but according to what they want. When people have enough money, these wants become demands.

Now, it’s important for the managers in a company to understand what their customers want if they are going to develop effective marketing strategies. There are various ways of doing this. One way at supermarkets, for example, is to interview customers while they're doing their shopping. They can be asked what they prefer to buy and then the results of the research can be studied. This provides information on which to base future marketing strategies. It’s also quite normal for top managers from department stores to spend a day or two each month visiting stores and mixing freely with the public, as if they were ordinary customers, to get an idea of how customers act.

Another way to get information from customers is to give them something. For example, some fast food restaurants give away tickets in magazines or on the street that permit customers to get part of their meal for nothing. As well as being a good way of attracting customers into the restaurants to spend their money, it also allows the managers to get a feel for where to attract customers and which age-groups to attract.

Another strategy used at some well-known parks such as Disneyland is for top managers to spend at least one day in their work, touting the park dressed as Mickey Mouse or something like that. This provides them with a perfect chance to examine the scene and watch the customers without being noticed.
A D D
答案详解：
1. The text is designed for _______
A. managers
B. salesmen
C. researchers
D. customers
选A.这篇文章是写给谁看的?
本文介绍了3种进行市场调查的方法，通篇说的都是经理们怎么样，管理者们怎么样。所以可以得出这篇文章是通过介绍别的经理怎么做的，来给广大经理们一个介绍，高收益他们有哪些方法可以进行市场调查，故答案选A。

2. Which of the following can help managers get useful information?
A. Visiting customers themselves.
B. Giving customers free food on the street.
C. Visiting parks as ordinary customers.
D. Asking customers questions at supermarkets.
选D。一下哪个选项可以帮助经理获取有用信息？就是哪个选项符合文意。我们用排除法来看看一下几个选项哪些不符合。
A：亲自采访顾客。文中说采访顾客，但是没有提高是经理亲自采访。
B：在路边为顾客免费提供食物。错误，文章是说路边发放优惠卷，卷上承诺免费提供食物。
C：扮成普通游客逛公园。错误，扮成普通人是逛商场，逛公园要扮成卡通形象。
D：在超市里问顾客问题。正确，就是采访顾客的意思。

3. What does the word "this" underlined in the last sentence refer to?
A. Visiting Disneyland.
B. Wearing attractive clothes.
C. Acting Mickey Mouse.
D. Dressing up and walking around.
选D。最后一句话中的"this"指带什么？
原文说，这给经理们一个极好的机会……“这”指的就是这种方法。那方法具体是什么呢？在前面一句，穿成米老鼠或者其他动画形象的样子来招揽顾客。分线选项，A：游览公园。不对。B：穿吸引人的衣服，意思有一点，但是不完整。C：扮成米老鼠，也不完整。D：穿上特殊服装走来走去。正确，把装扮和招揽都表示出来了，所以答案选D。

全文翻译：
随着社会的发展，人们看待事物不再根据他们的需求，而是根据他们的欲望。当人们有了足够的金钱，这些欲望也变成了需求。

现在，如果一个经理想要建立有效的市场营销策略，了解客户的需求很重要。有很多方法能够做到。一种方法被运用在超市里，例如，在顾客们采购的时候进行采访，可以问他们喜欢买什么，并研究调查的结果。这就给未来的市场营销策略提供了依据。对于商场的高级管理者来说，他们也很经常每月花1-2天时间装扮成普通顾客，在各个商场里和公众融为一体，以此来观察顾客的行为。

另外一种获取顾客信息的方法是“给他们一些东西”。举例来说，一些快餐店会在杂志里或路边分发优惠卷，允许顾客免去部分用餐费。这不仅是一个很重要的吸引顾客进店花钱的方法，而且能让经理感觉到该店哪里吸引人，吸引哪个年龄层的人。

另外一种在例如迪斯尼这样的著名游乐园里常用的策略就是，高级管理者们花至少一天时间，扮成米老鼠或者其他动画形象的样子来招揽顾客。这种方法给了管理者们一个极好的机会来研究现场，观察顾客并不被他们发觉。

词汇短语：
strategy 战略, 策略
give away 1. 赠送; 赠予; 颁发;分发2. 泄露; 告发3. 失去; 丧失; 抛弃
tout 兜售(货物);招揽(生意)