12.Haagen-Dazs from Europe started in 1989 and is 5-10 times more expensive than regular ice cream.There is no real advantage.However,it used a special marketing strategy and quickly became a top ice cream brand in the market.
Haagen-Dazs did not set up shops in ordinary supermarkets or grocery stores.Haagen-Dazs leisure fashion shops are in busy sections of malls.They are carefully planned to create a good atmosphere,and sometimes,a flagship(旗艦) store will cost several million dollars.
Compared to other ice cream brands,Haagen-Dazs consumers are tightly grouped.It is understood that Haagen-Dazs seldom does television advertising.The majority of ads have the highly visual impact of the print ads.In particular,many advertisements lock those
pyramid tip consumers.What's more,as long as the consumers spending 500 yuan to fill in a small form can become their members,these members will be regularly sent advertisements by direct mail.Praise of customers is a powerful weapon for Haagen-Dazs.
There is always much creativity in Haagen-Dazs advertising,so it is remembered by the public.Original advertisements such as: "Delicious Haagen-Dazs,like 24 K gold,Japan Kobe beef,original palm oil,mushroom truffles and Chinese ceramics…what 'ice cream' was waiting for" and "love her,let her eat Haagen-Dazs" attracted lots of Haagen-Dazs lovers who become regulars.
Today,Haagen-Dazs has 55 countries in the world with about 700 stores with yearly sales of more than 1 billion US dollars (about 8.28 billion yuan).Haagen-Dazs has become the world's most popular top ice cream brand.In the United States,its market share is 6.1%,1% in France,4.6% in Japan,4% in Singapore and 5% in Hong Kong.
Determined to win the majority of rich customers,Haagen-Dazs has combined right positioning in the marketplace with dedicated brand goals.This is the real secret of success.
(1)Which statement is not true according to the passage?
A.Haagen-Dazs receives popularity all over the world.
B.Haagen-Dazs seldom uses advertisements.
C.Every Haagen-Dazs shop is well designed with tasteful atmosphere.
D.Every Haagen-Dazs member will receive its advertisement regularly.
(2)What does the underlined expression mean in paragraph3?
A.Regular customers.
B.Rich customers.
C.Ordinary customers.
D.Egyptian customers.
(3)Compared to other ice cream brands,what is special about Haagen-Dazs?
A.There are more consumers of Haagen-Dazs than those of other brands
B.Haagen-Dazs uses creative advertisements to attract the customers.
C.Haagen-Dazs offers a great discount to its members
D.Haagen-Dazs only focuses on its target customers.
(4)What is the main idea of this passage?
A.It introduces the great influence of Haagen-Dazs in the world.
B.It introduces the origin of Haagen-Dazs.
C.It tells us the key to the success of Haagen-Dazs.
D.It introduces the creativity and unique style in its advertisements.