【易伯华独家】最新雅思阅读全真模考题：企业的社会责任

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易伯华雅思名师讲堂今天和大家分享一篇阅读仿真模拟题“Corporate social Responsibility a new concept of＂market＂”(企业的社会责任——一种营销新概念，这是一篇论说文，全文共8段。烤鸭们可以先自己试着做一做，做完之后可以对下答案，再看看易伯华名师的悉心讲解。一起来学习吧!

Corporate social Responsibility

-a new concept of"market"

Maybe Ben ; Jerry's and The Body Shop set themselves up for a fall by

appearing to have a monopoly on nuking an honest buck. But their struggles are a

lesson on how little we know about the minefield of "ethical" marketing.

The Body Shop, along with the American ice cream maker Ben and Jerry's, was

hailed as a new breed of green, or environmentally conscious, business.

Ben and Jerry’s

A Ben ; jerry's offers a very sweet benefits package to employees. First,

every one of the 700+ Ben ; Jerry's workers is entitled to three free pints

of ice cream, sorbet or frozen yogurt per day worked. (Some workers even use

allotments of their free treats to barter for other goods and services in town

such as haircuts). Beyond the freebies,personnel receives a 50% discount on the

company's frozen goodies, a 40% discount on merchandise and a further 30% break

on non-Ben ; Jerry's foods at company outlets.

B Workers are further entitled to be paid family leave and may take advantage

of the Employee Stock Purchase Program to purchase company stock (after six

months with the organization) at a 15% discount. Beginning in 1998, 316 stock

options are awarded to each worker (excluding directors and officers) and stock

is also assigned to each employee's 401K plan at the end of the calendar year.

These contributions are intended to achieve the company's goal of linked

prosperity, i.e. to assure that future prosperity is widely shared by all

employees.

C Other benefits include:

Health insurance, including coverage for well baby-care and mammograms

Life insurance (twice the employee's annual salary)

Dental insurance

Long-term disability plan paying 60% of salary six months after disability

for duration of disability

Short-term disability plan paying 60% of salary for six months

Maternity leave with full pay for six weeks after delivery

The Body Shop

D History of The Body Shop Anita Roddick started The Body Shop with a mere

£4,000 and a dream. With over 1,900 stores in 50 countries. The Body Shop was

founded in 1976 in Brighton, England. From her original shop, which offered a

line of 25 different lotions, creams, and oils, Roddick became the first

successful marketer of body care products that combined natural ingredients with

ecologically-benign manufacturing processes. Her company's refusal to test

products on animals, along with an insistence on nonexploitative labor practices

among suppliers around the world, appealed especially to upscale, mainly

middleclass women, who were and have continued to be the company's primary

market As sales boomed, even the conservative financial markets approved of The

Body Shop's impressive profit picture, and a public stock offering in 1984 was

successful. An expansion campaign followed. In 1988 the company entered the U.S.

market by opening a store in New York City, and by 1997 the company boasted

1,500 stores, including franchises, in 47 countries. Anti-marketing seemed to be

smart marketing, at least as far as The Body Shop was concerned.

E Part of the secret of The Body Shop’s early success was that it had created

a market niche for itself. The company was not directly competing against the

traditional cosmetics companies, which marketed their products as fashion

accessories designed to cover up flaws and make women look more like the

fashion models who appeared in their lavish ads. Instead, The Body Shop

offered a line of products that promised benefits other than

appearance—healthier skin, for instance—rather than simply a better-looking

complexion. The company is known for pioneering the natural-ingredient cosmetic

market and establishing social responsibility as an integral part of company

operations. The Body Shop is known for its ethical stances, such as its monetary

donations to the communities in which it operates, and its business partnerships

with developing countries. In 1988 Roddick opened her first store in the United

States, and by that time—through various social initiatives such as the "Stop

the Bum" campaign to save the Brazilian rainforest (the source of many of the

company's natural ingredients，and strong support of employee volunteerism——The

Body Shop name had become synonymous with social activism and global

preservation worldwide. The company had also become immensely profitable.

F By the mid-1990s, however. The Body Shop faced growing competition, forcing

it to begin its first major advertising initiative, the most prominent part of

which was the “Ruby” campaign. The campaign was personified by Ruby, a doll with

Rubenesque proportions who was perched on an antique couch and who looked quite

pleased with herself and her plump frame. Randy Williamson, a spokesperson for

The Body Shop, said, “Ruby is the fruit of our long-established practice of

challenging the way the cosmetic industry talks to women. The Ruby campaign is

designed to promote the idea that The Body Shop creates products designed to

enhance features, moisturize, cleanse, and polish, not to correct ‘flaws’. The

Body Shop philosophy is that there is real beauty in everyone. We are not

claiming that our products perform miracles."

G The Competition the Body Shop lost market share in the late 1990’s to

product-savvy competitors that offered similar cosmetics at lower prices. The

main competitors are H20, Sephora, Bath and Body Works, and Origins. Research

Results Research showed that women appreciate The Body Shop for its ethical

standards. They are pleased by companies with green actions, not promises. The

research proved that The Body Shop has been put on the back burner in many

people's minds: overcrowded by newer, fresher Brands Companies like the Body

Shop continually hype their products through advertising and marketing, often

creating a demand for something where a real need for it does not exist. The

message pushed is that the route to happiness is through buying more and more of

their products. Under such consumerism, the increasing domination of

multinationals and their standardised products is leading to global cultural

conformity. Other downfall factors also include misleading the public, low pay

and against unions, exploiting indigenous people ; Also the mass production,

packaging and transportation of huge quantities of goods is using up the world's

resources faster than they can be renewed and filling the land, sea and air with

dangerous pollution and waste.

H The Problem The Body Shop has used safe and timid advertising over the last

decade, decreasing market share and brand value. With the rise of new, more

natural and environmentally friendly competitors, The Body Shop can no longer

stand behind being the greenest or most natural. The Solution The Body Shop is

the originator of ethical beauty with our actions speaking louder than our

words. This is the new direction of The Body Shop. We will be a part of

different acts of kindness in big cities. We will eliminate unwanted graffiti,

purify city air, and give the customer an opportunity to be a part of something

good.

Questions 1-4

The reading Passage has seven paragraphs A-H.

Which paragraph contains the following information?

Write the correct letter A-H, in boxes 1-4 your answer sheet.

1 An action taken to Establishing social responsibility in conservation

project

2 a description of the conventional way the ads applied to talk to its

customers

3 A history of a humble origin and expansion

4 management practices arc intended to lined up the company's goal with

participants' prosperity

Questions 5-7

Choose the three correct letter, A- F.

Write your answers in boxes 5-7 on your answer sheet.

5-7) What are true about the Ben ; Jerry's company management

A There was little difference between the highest salary and the lowest

B They were advertising their product with powerful internal marketing.

C They offer the employee complimentary product

D Employee were encouraged to give services back to the community

E the products are designed for workers to barter for other goods and

services

F offered a package of benefits for disable employees

Questions 8-10

Choose the three correct letter, A- F.

Write your answers in boxes 8-10 on your answer sheet.

What are the factors once contributed to the success for the BODY SHOP ?

A pioneering the natural-ingredient cosmetics market

B appealed to primary market mainly of the rich women

C focused on their lavish ads campaign

D The company avoided producing the traditional cosmetics products

E its moral concept that refuses to use animals- tested ingredients

F its monetary donations to the communities and in developing countries

Questions 11-13

Choose the three correct letter, A- F.

Write your answers in boxes 11-13 on your answer sheet.

What arc the factors leading to the later failure for BODY SHOP company?

A its philosophy that there is real beauty in everyone is faulty

B fail to fulfill promises while acted like misleading the public

C faced growing competition

D its creating demand for something that the customers do not actually

need

E its newer, fresher Brands are not successful in the Market

F fail to offer cosmetics at lower prices than competitors