剑桥商务英语中级口语分类模拟题2.docVIP

剑桥商务英语中级口语分类模拟题2 SPEAKING ? ? ? ? ? ? ? ? ? ? ? ?Darwins Theories Applied to Marketing ? ?Why are General Motors and Ford in trouble? Why did Delta, Northwest, US Airways and United Airlines go bankrupt? Why were C2 and Pepsi Edge such notable failures? ? ?One answer might be divergence. Over time, every category breaks up into multiple categories, creating chaos for companies that try to keep their brands in the mainstream of the market. ? ?Charles Darwin called divergence the driving force that creates hardy new species. His theory can as easily be applied to marketing as biology. ? ?Charles Darwin ? ?Divergence is the least understood, most powerful force in the universe. In his book The Origin of Species, Charles Darwin called divergence the driving force that creates a new species. ? ?In our book The Origin of Brands, we use Darwins concept to describe the process that takes place to create a new category. What starts off as a single category (the mainframe computer, for example) winds up as multiple categories—mainframes, mid-range, desktops, laptops, handhelds, servers, etc. ? ?Each of these developing categories represents an opportunity to build a new brand. Digital, Compaq, Dell and Palm, for example. ? ?There are two forces at work in nature, according to Darwin. One is a gradual change from an ancestral to a current condition. (A process biologists call anagenesis.) ? ?Divergence ? ?The other is divergence, a splitting of the ancestral tree to create new branches. (Biologists call this cladogenesis.) ? ?Anagenesis produces strawberries the size of plums. It just wont turn a strawberry into a plum. It takes cladogenesis or divergence to do that. ? ?Darwin called the first force natural selection, or the survival of the fittest. The competition between individuals improves the species. ? ?Two hundred years ago, the average American adult male was 5 feet 7 inches tall. Today the average American adult male is 5 feet 9 inches tall. Thats evolu