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Converting the Masses: Starbucks in China It sounds like Mission Impossible: Sell coffee to China’s tea drinkers. Starbucks’ solution is to select high-profile locations on the busiest streets, where stores are sure to seduce the see-and-be-seen set. As Starbucks launches an aggressive expansion in China, a coffee frontier steeped in nearly, 000 years of tea. The goal: to build hip hang-outs mat tap into a new taste for China’s emerging middle class. Starbucks China doesn’t plan any advertising, promotions, or other marketing strategies, aside from sponsoring an online coffee club and the occasional office-tower coffee tasting. Instead, the company is counting on selecting such high-visibility, high-traffic cafe locations that they market themselves. Its main advertising medium is the store itself. But in fast-changing Chinese cities, finding locations that will embody the fight lifestyle is more akin to gambling than science. The computerized mapping databases that the company uses to test a potential street comer in the United States would be little help in Chinese cities. Starbucks also faces an uphill battle. Local media reported that 70％of people they surveyed would rather not see the chain in Beijing’s Forbidden City. And even for middle-class Chinese, Starbucks is a barely affordable luxury. While retailers say a top marketing weapon in urban China is to charge more for public consumption. That’s because Chinese customers have different priorities than their American yuppie counterparts. Guys 40 years old are not coffee drinkers, but if the environment is good and the coffee is not bad, they’ll come back. The store layout, artwork and food options make Starbucks more friendly to Chinese eyes, but coffee remains the core offering and people don’t go there for the coffee. They go there to present themselves as modem Chinese in a public setting.
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更多 “问答题Converting the Masses: Starbucks in China It sounds like Mission Impossible: Sell coffee to China’s tea drinkers. Starbucks’ solution is to select high-profile locations on the busiest streets, where stores are sure to seduce the see-and-be-seen set. As Starbucks launches an aggressive expansion in China, a coffee frontier steeped in nearly, 000 years of tea. The goal: to build hip hang-outs mat tap into a new taste for China’s emerging middle class. Starbucks China doesn’t plan any advertising, promotions, or other marketing strategies, aside from sponsoring an online coffee club and the occasional office-tower coffee tasting. Instead, the company is counting on selecting such high-visibility, high-traffic cafe locations that they market themselves. Its main advertising medium is the store itself. But in fast-changing Chinese cities, finding locations that will embody the fight lifestyle is more akin to gambling than science. The computerized mapping databases that the company uses to test a potential street comer in the United States would be little help in Chinese cities. Starbucks also faces an uphill battle. Local media reported that 70％of people they surveyed would rather not see the chain in Beijing’s Forbidden City. And even for middle-class Chinese, Starbucks is a barely affordable luxury. While retailers say a top marketing weapon in urban China is to charge more for public consumption. That’s because Chinese customers have different priorities than their American yuppie counterparts. Guys 40 years old are not coffee drinkers, but if the environment is good and the coffee is not bad, they’ll come back. The store layout, artwork and food options make Starbucks more friendly to Chinese eyes, but coffee remains the core offering and people don’t go there for the coffee. They go there to present themselves as modem Chinese in a public setting.” 相关考题
考题
57 What does the author mean by “it’s a two-way street’ in paragraph 10?A. China and India have different traffic rulesB. Tea trade works wonders in both India and ChinaC. Chinese products are popular in both China and India,D. The exchanges between India and China benefit both
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Most Chinese like to drink tea. But some prefer coffee ________ tea.
A.toB.withC.forD.against
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若要求查找‘李’姓学生的学生号和姓名，正确的SQL语句是A．SELECT S#,SNAME FROM S WHERE SNAME='李%.'B．SELECT S#,SNAME FROM S WHERE SNAME LIKE '李%.'C．SELECT S#,SNAME FROM S WHERE SNAME='%.李%.'D．SELECT S#,SNAME FROM S WHERE SNAME LIKE '%.李%.'
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What does the author mean by “it’s a two-waystreet’ in paragraph 10?A． China and India have different traffic rulesB． Tea trade works wonders in beth india and ChinaC．Chinese priducts are popular in both China and India,D．The exchanges between India and China benefit in both
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哪些是正确的 like 运算表达式？A.select * from net_46 where s_name like ’晓’B.select * from net_46 where s_name like ’&晓&’C.select * from net_46 where s_name like ’$晓$’D.select * from net_46 where s_name like ’%晓%’
考题
To gain more market share, Luckin Coffee added tea drinks to attract tea lovers and vending machines to sell coffee more conveniently.()
此题为判断题(对，错)。
考题
McDonald’s will follow the example of Starbucks in serving coffee of different sizes such as “venti” and “grande”.()
此题为判断题(对，错)。
考题
Tea drinking is very popular in China.It is frequently discussed in poems and novels and appears in paintings.Tea also plays an important role in Chinese daily life.It is a custom to make tea for guests.People like to drink tea when they get together.Young people show respect to their elders by offering a cup of tea.In the traditional Chinese marriage ceremony, both the bride and groom kneel in front of their parents and serve them tea as an expression of gratitude.Tea drinking habits vary in different parts of China.People from different regions favour different types of tea.Tea drinking methods are also different.In the north of China, people like to drink tea with a bowl or a glass.Those in the south of China enjoy tasting tea with cultural tea sets.Tea culture in China is very different from that of other countries.In the West, tea with sugar and milk may be served with desserts.An example of western tea culture is afternoon tea.Tea ceremonies also differ among eastern countries, such as the Japanese or Korean tea ceremony.Decide each statement is T (true) or F (false) based on Passage A.1.Making tea for guests is a western custom.2.The bride and bridegroom kneel to serve tea to their parents in the modern Chinese marriage ceremony.3.People in the north of China enjoy drinking tea with a bowl.4.The westerners may drink tea served with sugar and milk.5.Tea ceremonies among eastern countries are the same.
考题
若要在文本型字段执行全文搜索，查找"china"字符串，则下列条件表达式中正确的是( )。A．Like" china"B．Like" * china"C．Like" china *"D．Like" * china *"
考题
若要求查找姓名中第一个字为“李”的学生号和姓名，下面列出的SQL语句中，(19)是正确的。A．SELECT S#，SNAME FROM S WHERE SNAME=“李%”B．SELECT S#，SNAME FROM S WHERE SNAME LIKE“李%”C．SELECT S#，SNAME FROM S WHERE SNAME LIKE“李_”D．SELECT S#，SNAME FROM S WHERE SNAME=“李_”
考题
Most Chinese like to drink tea．But some prefer coffee__________tea．A.to
B.for
C.with
D.against
考题
No one can l Howard Schultz ofinaction since he returned as chief executive of Starbucks,the firm he built into a multinational 2 to watch it stumble under his successor.Barely a month has gone by over the past year without the firm 3 some new initiative or other.The latest came on February 17th in New York,when Mr.Schultz 4 Via,an instant coffee which,he 5,tastes just as good as Java brewed in the shop by one of the firm's baristas.Don Valencia,the firm's first head of research and development,who 6 the blended and frozen frappuccino drinks that earn Starbucks$2 billion a year,could never find a 7 to scale up an instant formula he had developed at home.When Mr.Schultz retumed as chief executive,he 8 that there had been some technological advances,allowing finer grinding,9.So he asked the R&D team to repeat the recently deceased Valencia's experiments,and found that"we had broken the 10".The name Via is a hat-tip to Valencia-though during development it was known as Jaws（just add water,stir）.Starbucks says it has patents that should 11 competitors from quickly replicating Via,which will go on sale in some American stores next month.The opportunity may,12,be biggest in other countries:in Britain over 80%of coffee sold is instant,13 with just 10%in America.14 Starbucks drinkers decide that Via tastes good,the company will have to get the price 15.The riskis that the firm's existing customers may 16 counter service and start making their own cup of instant.To keep customers coming to remaining outlets,he might experiment with discounts such as cheap 17 meals ofa drink and food.He also wants a visit to a Starbucks shop to bc a"18 uplifiing experience".Improving the smellin stores by changing the cheese used in breakfast sandwiches was a start.But 19 that staff are enthusiastic will be especially difficult whenjobs are 20.13选？A.paralleled
B.opposed
C.contrasted
D.compared
考题
资料：According to our research, Best Buy in China was perceived as being too expensive, with many of their products priced higher than in local markets. Why buy a Sony DVD player or Nokia phone at Best Buy when you can pay less for the exact same product at a local store？Consumers will only be willing to pay more, like at the Apple stores, if they are buying something they cannot get elsewhere.
While scales of economy have allowed big China stores in America to offer cheaper prices than niche players, local retailers in China are able to undercut prices because they pay less in salaries, benefits, rent, and electricity. Rampant piracy in China also means local computers shops are willing to install counterfeit Microsoft software in products, which makes it more appealing for customers.
Apart from failing to differentiate its product lines, Best Buy also made the mistake of focusing on building large flagship stores, like in the U.S, rather than smaller, conveniently located retail outlets. China may have one of the highest car adoption rates in the world, but its perennial traffic congestions and lack of parking mean consumers often prefer to shop closer to their homes. A government ban on free shopping bags have also resulted in consumers shopping more often, but buying less each time, further fueling the popularity of neighborhood stores.
What can be inferred from the third paragraph?
Shopping at neighborhood stores are more of Chinese consumers shopping habit.B.Large flagship stores are unpopular in China.
C.Americans do not like small, conveniently located retail outlets.
D.government ban on free shopping bags has dampened Chinese buyers enthusiasm.
考题
资料：According to our research, Best Buy in China was perceived as being too expensive, with many of their products priced higher than in local markets. Why buy a Sony DVD player or Nokia phone at Best Buy when you can pay less for the exact same product at a local store？Consumers will only be willing to pay more, like at the Apple stores, if they are buying something they cannot get elsewhere.
While scales of economy have allowed big China stores in America to offer cheaper prices than niche players, local retailers in China are able to undercut prices because they pay less in salaries, benefits, rent, and electricity. Rampant piracy in China also means local computers shops are willing to install counterfeit Microsoft software in products, which makes it more appealing for customers.
Apart from failing to differentiate its product lines, Best Buy also made the mistake of focusing on building large flagship stores, like in the U.S, rather than smaller, conveniently located retail outlets. China may have one of the highest car adoption rates in the world, but its perennial traffic congestions and lack of parking mean consumers often prefer to shop closer to their homes. A government ban on free shopping bags have also resulted in consumers shopping more often, but buying less each time, further fueling the popularity of neighborhood stores.
What is the most likely content the speaker discussed before these three paragraphs？
Best Buy's failure in China.B.Chinese local retailers' reason for success.
C.Overseas retailers' struggle in the Chinese market.
D.The development of retail industry in China.
考题
查询出所有名字以’S’开始的员工（）A、select * from emp where ename in 'S%';B、select * from emp where ename='S%';C、select * from emp where ename like 'S%';D、select * from emp where ename like 'S_';
考题
问答题Passage 8 Some people might want a “double tall skinny hazelnut decaf latte”, but Howard Schultz is not one of them. The chairman and “chief global strategist” of the Starbucks coffee chain prefers a Sumatra roast with no milk, no sugar and poured from a French press—the kind of pure coffee, in fact, favoured by those coffee snobs who sneer at Starbucks, not just for its bewildering variety of choice and flavours (55,000 different drinks, by the company’s count), but for its very ubiquity—over 10,500 locations around the world, increasing at a rate of five a day, and often within sight of each other. Starbucks knows it cannot ignore its critics. Anti-globaiisation protesters have occasionally trashed its coffee shops; posh neighbourhoods in San Francisco and London have resisted the opening of new branches; and the company is a favourite target of internet critics, on sites like www.ihatestarbucks.com. Mr. Schultz is watchful, but relaxed: “We have to be extremely mindful and sensitive of the public’s view of things... Thus far, we’ve done a pretty good job.” Certainly, as reviled icons of American capitalism go, Starbucks is distinctly second division compared with big leaguers like, say, McDonald’s. The reason, argues Mr. Schultz, is that the company has retained a “passion” for coffee and a “sense of humanity”. Starbucks buys expensive beans and pays its growers—be they in Guatemala or Ethiopia—an average of 23% above the market price. A similar benevolence applies to company employees. Where other corporations seek to unload the burden of employee benefits, Starbucks gives all American employees working at least 20 hours a week a package that includes stock options (“Bean Stock”) and comprehensive health insurance. For Mr. Schultz, raised in a Brooklyn public-housing project, this health insurance—which now costs Starbucks more each year than coffee—is a moral obligation. At the age of seven, he came home to find his father, a lorry-driver, in a plaster cast, having slipped and broken an ankle. No insurance, no compensation and now no job. Hence what amounts to a personal crusade. Most of America’s corporate chiefs steer clear of the sensitive topic of health-care reform. Not Mr. Schultz. He makes speeches, lobbies politicians and has even hosted a commercial-free hour of television, arguing for reform of a system that he thinks is simultaneously socially unjust and a burden on corporate America. Meanwhile the company pays its workers’ premiums, even as each year they rise by double-digit percentages. The goal has always been “to build the sort of company that my father was never able to work for.” By this he means a company that “remains small even as it gets big”, treating its workers as individuals. Starbucks is not alone in its emphasis on “social responsibility”, but the other firms Mr. Schultz cites off the top of his head—Timberland, Patagonia, Whole Foods—are much smaller than Starbucks, which has 100,000 employees and 35m customers. Indeed, size has been an issue from the beginning. Starbucks was created in 1971 in Seattle’s Pike Place Market by three hippie-ish coffee enthusiasts. Mr. Schultz joined the company only in1982. Inspired by a visit to Milan in 1983, he had envisaged a chain of coffee bars where customers would chat over their espressos and cappuccinos. Following his dream, Mr. Schultz set up a company he called “Il Giornale”, which grew to a modest three coffee bars. Then, somehow scraping together $ 3.8m (“I didn’t have a dime to my name”), he bought Starbucks from its founders in 1987. Reality long ago surpassed the dream. Since Starbucks went public in 1992, its stock has soared by some 6,400%. The company is now in 37 different countries. No doubt the coffee snobs will blanch at the prospect. Yet they miss three points. The first is that, thanks to Starbucks, today’s Americans are no longer condemned to drink the insipid, over- percolated brew that their parents endured. The second, less recognised, is that because Starbucks has created a mass taste for good coffee, small, family-owned coffee houses have also prospered (and no one has ever accused Starbucks, with its $ 4 lattes, of undercutting the competition). The most important point, however, is that Mr. Schultz’s Starbucks cultivates a relationship with its Customers. Its stores sell carefully selected CD-compilations, such as Ray Charles’s “Genius Loves Company”. Later this year the company will promote a new film, “Akeelah and the Bee”, and will take a share of the profits. There are plans to promote books: Customers can even pay with their Starbucks “Duetto” Visa card. Short of some health scare that would bracket coffee with nicotine, there is no obvious reason why Starbucks should trip up, however ambitious its plans and however misconceived the occasional project. Mr. Schultz says: “I think we have the licence from our customers to do more.” The key is that each Starbucks coffee house should remain “a third place”, between home and work, fulfilling the same role as those Italian coffee houses that so inspired him 23 years ago. 1. What does the author mean by “Starbucks is distinctly second division compared with big leaguers like, say, McDonald’s”? According to Mr. Shultz, what is the reason for that? 2. What is Mr. Schultz’s “personal crusade”? What made him so devoted to it? 3. What does Mr. Shultz mean by “I think we have the license from our customers to do more”? (Para.10). Give some examples.
考题
问答题As Starbucks launches an aggressive expansion in China, a coffee frontier steeped in nearly, 5000 years of tea. The goal: to build hip hang-outs mat tap into a new taste for China’s emerging middle class. Starbucks China doesn’t plan any advertising, promotions, or other marketing strategies, aside from sponsoring an online coffee club and the occasional office-tower coffee tasting. Instead, the company is counting on selecting such high-visibility, high-traffic cafe locations that they market themselves. Its main advertising medium is the store itself.
考题
单选题Do you prefer tea or coffee?（）A
MilkB
Yes, I like tea.C
Coffee, please.D
None.
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