考研英语阅读理解A节(传统题型)分类精讲商业经济类分类模拟(二)

考研英语阅读理解A节（传统题型）分类精讲商业经济类分类模拟（二）ReadingComprehensionHowcananorganization'ssalesoperationbeimproved?Oneofthekeystobecomingmoreeffectiveistofirstdeterminethetypeof"sellingprocess"whichneedstobeused.Inotherwords,therolethesalespersonmustplayhastobeidentified.Therearethreedifferentprocessessalesstaffcanadopt:narrative,suggestiveandconsultative.Thenarrativeapproachdependsonthesalespersonmovingquicklyintoastandardizedpresentation.Everybuyerreceivesthesamepresentation.Emphasisisonhighlightingbenefitsandhowtheproductorservicecanhelpthebuyer.Thisisaneffectiveapproachifthebuyingmotiveforallcustomersisbasicallythesame.Thisprocessiswellsuitedwherethereareagreatnumberofprospectstobecalledon.Thesuggestiveapproachdependsonthesellerbeinginapositiontoofferalternativerecommendations.Thisisquitedifferentfromthenarrativeapproachasthepresentationistailoredtotheindividualcustomer.Here,thesalespersonmustinitiatesomediscussioninordertogetthebuyerinapositiveflameofmind.Anexampleofthisprocesswouldbearestaurantwinestewardwhohascheckedwiththewaiterwhatfoodthecustomerhasorderedandthenopensbysayingthateither"thisorthat"particularwinewouldgobestwiththefoodordered.Thisisanexcellentapproachwhereonedoesn'thavemuchtimewiththecustomerbutisabletoacquiresomebasicinformationandthenofferaparticularrecommendation.Thisprocessiswellsuitedforproductsandservices.However,itdoesrequirethesalespersontoacquirebasicinformationfromthecustomerbeforemovingontothepresentation.Theconsultativeapproachrequiresthesalespersontohaveathoroughunderstandingofthecustomerandwhatthecustomeristryingtoachieve.Theroleofthesalespersonistobecomeanadviserorconsultantandhemustacquireagreatdealofinformationfromthecustomer.Withthisinformationthesalespersoncanplanwhattoofferthecustomer.Inthiscase,thesalespersonmusttailorthepresentationtohighlighthowthesalesperson'sproductorservicecanbeofhelp.Thisapproachwillusuallyrequireanumberofsalescallsasthebuyingprocessmaybecomplex.Theconsultativeapproachrequiresawidevarietyofskills,includingprobing,listening,analysis,creativityandpersuasiveness.Theothertwoapproachestypicallyrequirefewerskills.Hiring,training,motivatingandrewardingsalespeopleneedtobelinkedtothetypeofsalesprocessbeingusedandthisiswheretheproblemstarts.Manyorganizationswhichshouldbeusingaconsultativeapproachuseanarrativeapproach.Theyusestandardizedmethodsanddonottailorpresentationstoindividualcustomers.Youseethisinmanyindustries.Whenthisisthecase,pricebecomesakeycriterionforthecustomer.Akeyissueindevelopingaprofessionalsalesorganizationisinfirstestablishingthesalesprocess.Whenthatdecisionhasbeenmade,allothersalesdecisions,includinghiring,trainingandrewardscanbelinkedtoit.1.Howwouldyoudescribethewriter'sstyle?Persuasive.Critical.Personal.□.Argumentative.答案：A［解答］推断题。通读全文可知,文章介绍了三种不同的销售模式,并建议公司培训和鼓励员工根据具体情况使用相应的销售模式以达到最好的效果。由此可知,作者的风格是说服性的,应选A项。Inparagraph4themainpointistoprovideanexampleofthesuggestiveapproach.describetheadvantagesofthesuggestiveapproach.assessthesuggestiveapproach.□.comparethesuggestiveandthenarrativeapproaches.答案：C［解答］推断题。文章第五段指出了启发式销售的适用条件,同时说明了该销售模式对销售人员的要求。因此,本段主要是就启发式销售模式进行评估,结合选项判断,应选C项。Accordingtothepassagewhichoftheapproachesisthemostcomplicated?Thenarrativeapproach.Thesuggestiveapproach.Nosignificantdifference.Theconsultativeapproach.答案：D［解答］细节题。文章第六段指出,咨询式销售要求销售人员全面了解顾客及其所需,第七段还提到,该销售模式需要广泛的技巧,包括倾听、分析、劝说等,而表达式方法要求标准化陈述：启发式方法需要的是对顾客基本信息的了解,可知后两种方法所需的技巧较少,由此推断,三种销售模式中最复杂的应该是咨询式销售,应选D项。Accordingtothewriter,toomanyorganizationsarecontentwithaconsultativeapproach.arecontentwithanarrativeapproach.adapttheirsalespresentationsunnecessarily.arecontentwithindividualapproachestoindividualcompanies.答案：B［解答］细节题。文章倒数第二段提到,许多本应运用咨询式销售模式的公司使用的是表达式销售模式。由此推断,很多公司都没有运用适当的销售模式,而是满足于使用表达式销售模式,应选B项。Accordingtothetext,thewriterisprobablyanacademic.ajournalist.aprofessionalwriter.abusinessman.答案：D［解答］细节题。通读全文可知,作者对销售行业和销售模式都非常熟悉,由此推断,作者很可能是一位商人,应选D项。其他三种人（学术界人士、新闻记者、专业作家）与本文不符。Theoutcryoverinternetfirms,habitofsurreptitiouslytrackingwebsurfers,activitieshasclearlyresonatedinsidetheWhiteHouse.TheObamaadministrationannouncedthatitintendstoworkwithCongresstoproduce"aprivacybillofrights"givingAmericanconsumersgreatercontroloverhowtheirinformationiscollectedandusedbydigitalmarketers.Thosewhohavebeenlobbyingforchangeagreewith,butareunsympatheticto,internetfirms'worriesthatsuchalawcoulddenttheiradvertising-drivenbusinessmodels,whichrelyontrackingandtargetingconsumerstomaximizerevenues."ThisisdimmingtheprospectsofGoogle,Facebookandotherdigitaladcompanies,"saysJeffreyChesteroftheCentreforDigitalDemocracy.Quitehowdarkthingsgetforthemwilldependonthedetailsofthebill.Itwillseektolaydownthebasicprinciplesofinternetprivacyrights,broadlyfollowingrecommendationspublishedlastDecemberbytheDepartmentofCommerce.Thedepartment'sreportsaidconsumersshouldbetoldmoreaboutwhydataarebeingcollectedaboutthemandhowtheyareused;anditcalledforstricterlimitsonwhatcompaniescandowithinformationtheycollect.WhateverlegislationfinallyemergesislikelytogiveabroaderroletotheFederalTradeCommission(FTC),whichwillalmostcertainlybechargedwithdecidinghowthoseprinciplesaretranslatedintopracticeandwithpolicingtheirimplementation.Amongotherthings,theFTCisknowntobekeenonaformal"donottrack"system,whichwouldallowuserstoblockcertainsitesfrommonitoringtheironlineactivities.Keentoavoidthis,theonline-advertisingindustryhasbeenworkingovertimetoconvincepolicymakersthatitcanpoliceitselfusingsystemssuchasiconsonwebpagesthatshowsurferswhentheyarebeingtracked.Anditistellinganyonewhowilllistenthatconsumerswillsufferiftoughdo-not-trackruleshitadrevenues,forcingwebfirmstochargeformorecontent.WithMr.Obamathrowinghisweightbehindinternetprivacy,thisrearguardactionislesslikelytobesuccessful.Someadfirmshavestartedtalkingofcreatingado-not-tracksystemoftheirownthatwouldlimitthedamagetotheirdigitalactivities.Althoughallthismaydenttheirrevenues,America'sinternetgiantscouldalsobenefitfromthelegislationifithelpsthemintheirdealingswiththeEuropeanUnion.TheEU'salreadyfairlystrictrulesonprivacy—whichitconsidersafundamentalhumanright—arebeingtightenedfurther.Thetime-consumingandexpensivelegalhoopstheEUmakesAmericaninternetfirmsjumpthrough,tobeallowedtohandleEuropeans'onlinedata,willbecomemoredemanding.Ifbypassingitsownonline-privacy"billofrights",AmericacanconvincetheEUtoeasethislegalburden,thenitwillbeanimportantwinforAmericancompanies,saysJoelReidenberg,aprofessoratFordhamUniversity'slawschool.Google,Facebookandotherswillnodoubtbetracking一bothonlineandoffline一theprogressofEU-Americantalksonthismatterveryclosely.6.Theprivacyhillofrightsismeanttoclampdownwebsurfers'sdishonestbehaviours.restrictinternetfirms,controloverinformation.giveAmericangovernmentcontroloverinformation.easethetensionbetweendigitalmarketsandwebusers.答案：B［解答］细节题。根据题干定位到第一段。网络公司偷偷跟踪用户上网活动的行为招致公众抗议,弓［起白宫反对,使得奥巴马政府意欲同国会合作出台“隐私权利法案〞,以赋予网络用户更大的信息控制权。由此可知,该法案旨在抑制网络公司对信息的控制权。B项符合题意。Whatisthebiggestconcernofinternetfirmswiththeprivacybill?downsizingadrevenues.decreasingdigitaldata.ever-growinguserbase.□.increasinglydemandingusers.答案：A［解答］细节题。根据题干定位到第二段。第二段开始指出了网络公司对“权利法案〞的担忧：削弱其广告驱动商业模式。也就是说,网络公司担心“权利法案''会损害其广告收益,所以A项正确。B、C、D项均利用文中提及的对象user,data设置干扰,但在文中找不到依据,故排除。What'stheresponseoftheonline-advertisingindustrytowardstheformal"donottracksystem"?Agentlepersuasion.Astiffresistance.Aforcedsurrender.Acombinationoftoughandsoft.答案：D［解答］细节题。根据题干定位到第四段。网络公司为了避免官方“不跟踪〞机制的真正实施而做出的举动有：一是竭尽全力说服决策者相信自己具备自我监督能力：二是威胁说“不跟踪〞机制最终殃及网络用户；三是（见美国政府发力后,便妥协,开始）打造自己的“不跟踪''机制。由此可知,在线广告行业的反应是“软硬兼施〞,故D项正确。TheauthorsuggestsinthelastparagraphthattheprivacybillcouldbeharmfultoEuropeans'privacyrights.bedesirableforAmericaninternetfirms.behelpfulwiththeEU-Americanrelationship.bequestionableindealingwithprivacyproblems.答案：B［解答］推断题。根据题干定位到第五段。首句指出,虽然权利法案有损美国网络公司收益,但是它们也能从中受益,故B项正确。根据第四句“如果该法案获得通过。美国将有可能说服欧盟减轻这种法律负担〞,可推出该法案会损害欧洲民众的隐私权利。但文中并未提及欧洲民众的隐私权利会受到损害,故排除A项。该段只提及两方就网络数据与网络隐私方面的谈判情况,并未谈及欧盟与美国之间的关系,故排除C项。“隐私问题的解决〞在段中未涉及,可排除D项。Accordingtothetext,whowillmostfancytheprivacybill?EU.FTC.Webconsumers.TheCentreforDigitalDemocracy.答案：C［解答］推断题。首段开门见山指出公众强烈抗议网络公司偷窥并跟踪自己上网这一事件,而“隐私权利法案〞出台则能给予用户更多控制权,以限制网络公司收集、使用自己信息的方式。这样利于网络用户很好地保护自身个人隐私。所以网络用户是该法案的最终受益者,C项正确。JustrecentlythetrusteesofSocialSecurityandMedicareissuedtheirannualreportsontheprograms'futures.Here'sonestartlingfact:By2030theprojectedcostsofSocialSecurityandMedicarecouldeasilyconsume一viahighertaxes一athirdofworkers'futurewageandsalaryincreases.We'remortgagingworkers'futurepaygainsforbabyboomers'retirementbenefits.ThismattersbecauseSocialSecurityandMedicarearepay-as-you-goprograms.Currenttaxpayerspaycurrentbenefits.Futuretaxpayerswillpayfuturebenefits.Babyboomers'retirementbenefitswillcomemostlyfromtheirchildrenandgrandchildren,whowillbetomorrow'sworkers.Consequently,babyboomers'childrenandgrandchildrenfacemassivetaxincreases.SocialSecurityandMedicarespendingnowequals14percentofwageandsalaryincome,reportsElizabethBell,aresearchassistanttoEugeneSteuerleoftheUrbanInstitute,Washington,D.C..Ofcourse,payrolltaxesdon'tcoverallthecostsofSocialSecurityandMedicare.Still,thesefiguresprovideacrudeindicatoroftheeconomicburden,becausecostsareimposedheavilyonworkersviasometax,governmentborrowingandcutsinothergovernmentprograms.Itcanbearguedthatthecostsarebearable.Thewagegainsinthetrustees'reportscouldprovetoopessimistic.Likeallforecasts,they'resubjecttoerrors.Eveniftheycometrue,theyassumethattomorrow'swageswillbehigherthantoday's.Productivityincreases;wagesrise.In2030,underthetrustees'"intermediate"assumptions,workers'before-taxincomeswouldbeaboutathirdhigherthannow,saysTomSavingofTexasA&MUniversity.What'sthecomplaintifworkerslost一throughsteepertaxes一someofthat?Whyshouldn'ttheygenerouslysupportparentsandgrandparents?Well,maybetheywill.Butthereareatleasttwopossibleflawsinthislogic.Thefirstisthat,onayear-to-yearbasis,wagegainswouldbetiny—lessthan1percent.Whenthey'vegottenthatlowbefore,peoplehavecomplainedthatthey're"onatreadmill"andthattheAmericandreamhasbeenwithdrawn.Eventhesegainsmightbedilutedbyfurthertaxincreasestotrimtoday'salreadyswollenbudgetdeficits.Thesecondandmoreseriousthreatisthathighertaxeswouldharmtheeconomy.Theymightdulleconomicvitalitybyreducinginvestmentandtherewardsforworkandrisk-taking.Productivityandwagegainsmightbesmallerthanpredicted.Thenwe'dflirtwiththatdeathspiral:We'dneedstillhighertaxestopaybenefits,butthosetaxesmightdepresseconomicgrowthmore.Onewayoranother,workersmaygetfedupwithpayingsomuchoftheirpaycheckstosupportretirees,manyofwhomwerelivingquitecomfortably.Soweoughttoredefinethegenerationalcompacttolightentheburdenofanagingpopulationonworkers.Theneededstepsareclear:toacknowledgelongerlifeexpectanciesbyslowlyraisingeligibilityagesforSocialSecurityandMedicare;tolimitfuturespendingbycurbingretirementbenefitsforthebetter-off;tokeeppeopleintheproductiveeconomylongerbyencouragingjobsthatmix"work"and"retirement".11.Whatdoesthelastsentenceofthefirstparagraphprobablyimply?Youngpeoplesavefromtheirsalariesnowtopayforretirementlater.Thenextgenerationofworkerspayforthepensionsofcurrentworkers.Somepropertyisgivenasasecurityforpaymentofmoneyborrowed.□.Workerswillreceivefuturecompensationforacurrentsalaryreduction.答案：B［解答］推断题。根据题干定位到第一段。最后一句指出：我们在用现在工人的未来收入作抵押,来支付婴儿潮时期出生的人的退休金。第二段详细介绍了“现收现付式"(payasyougo)养老金的筹集与支付方式,即对现在工作的人收费来支付现在老年人的养老金,而未来工作的人则要支付现在工作的人将来退休后的养老金。故B项为正确答案。ThemaintaxbaseforSocialSecurityandMedicareisretirementbenefits.thewageandsalary.□.government'sbudget.□.trusteefund.答案：B［解答］细节题。首段第二句明确说明劳动者的工资是社会保障和医疗保险基金的主要税收来源,所以B项正确。退休金是社会保障基金的一种,A项答非所问：C项是根据第四段中的budgetdeficits制造的干扰项；D项是根据文中的“理事"(trustee)—词编造的选项。Itcanbelearntfromthetrustees'reportsthatthecostsofretirementprogramsareernment'scapacitytoprovidesocialsecurityincreases.futureincomewillriseatasteadybutlowpace.fewerworkerswillsupportmoreretireesinthefuture.答案：C［解答］推断题。根据题干定位到第三段。第二句和第四句提到：在基金的报告中,对工资增长的看法颇为悲观(pessimistic),•这些报告也同样认为未来的工资水平会比现在的高。由此可见,C项是报告所反映的问题,为正确答案。TherisingcostsofSocialSecurityandMedicarecreateadangerbecausetheymakepeoplelosefaithintheAmericandream.theymightreduceeconomicgrowth.theywilltriggerapoliticaldeathspiral.theywillbringaboutanagingsociety.答案：B［解答］细节题。第二段末尾提到,预计用于社保和医保的费用将会增长很快,它意味着经济负担的增加。第三段提出一种认为这些费用的增长可以接受的观点,其理由是工资在增长,拿出其中一部分用于交税是可以承受的。第三段末作者马上指出这种观点有两点错误。第四段接着分析原因：一是工资的增长相当少；二是为了支付增长的福利只能提高税收,而这样做会抑制经济的发展,所以B项正确。Toavoidadismalfutureoftheretirementprograms,maybewecouldacknowledgegenerationalconflicts.raisetheretirementagebyseveralyears.imposeaheavytaxonrichpeople.encourageearlyfullretirement.答案：B［解答］细节题。根据题干定位到最后一段。末段提出减轻劳动者经济负担的三个方法：提高社保和医保的最低年龄；控制富裕人士的退休金额；鼓励延长人们的工作年限。可见,B项为正确答案。A项、C项是分别利用该段出现的词语generationalcompact(代际契约)和thebetter-off(富裕人士)制造的干扰项。D项错在“完全退休〞,该段末句提到的是一种“部分退休形式"(mix"work"and"retirement")oSounstoppablehastheeurocrisisbecomethatevenrescuetalkonlyfuelsever-risingpanic.InvestorshavesniffedoutthatEurope'sleadersseemunwillingevertodoenough.Yetunlesspoliticiansactfasttopersuadetheworldthattheirdesiretopreservetheeuroisgreaterthanthemarkets'abilitytobetagainstit,thesinglecurrencyfacesruin.ItisasoberingthoughtthatsomuchdependsontheleadershipofsquabblingEuropeanpoliticianswhostillconsistentlyunderestimatewhatconfrontsthem.Buttheonlywaytostopthedownwardspiralnowisanactofsupremecollectivewillbyeuro-zonegovernmentstoerectabarrageoffinancialmeasurestostaveoffthecrisisandputthegovernanceoftheeuroonasounderfooting.Arescuemustdofourthingsfast.First,itmustmakeclearwhichofEurope'sgovernmentsaredeemedilliquidandwhichareinsolvent,givingunlimitedbackingtothesolventgovernmentsbutrestructuringthedebtofthosethatcanneverrepayit.Second,ithastoshoreupEurope'sbankstoensuretheycanwithstandasovereigndefault.Third,itneedstoshifttheeurozone'smacroeconomicpolicytowardsanagendaforgrowth.Andfinally,itmuststarttheprocessofdesigninganewsystemtostopsuchamesseverbeingcreatedagain.Sofartheeurozone'sresponsehasreliedtoomuchonausterity.Sharplycuttingbudgetdeficitshasbeenthepriority.Butthiscollectivelyhugefiscalcontractionisself-defeating.BydrivingweakenedeconomiesintorecessionitonlyincreasesworriesaboutbothgovernmentdebtsandEuropeanbanks.Andmerebudget-cuttingdoesnotdealwiththerealcauseofthemess,whichisalossofcredibility.Insteadofausterity,acrediblerescueshouldstartwithgrowth.Allthetroubledeconomiesneedarenewedprogrammeofstructuralreformandliberalisation.Freeingupservicesandprofessions,privatizingcompanies,cuttingbureaucracyanddelayingretirementwillcreateconditionsforrenewedgrowth一andthatisthebestwaytoreducedebts.TherecapitalizationofEurope'sbanksmustbebasedonproperstresstests.Somebanksmaybeabletoraisemoneyintheequitymarkets,butthemostvulnerablewillneedgovernmenthelp.Itmakessensetosetupaeuro-zonebankfund,togetherwithaeuro-zonebank-resolutionauthority.NoneofthiswillworkunlesstheEuropeanscreateafirewallaroundthegovernmentswhocanpaytheirdebtsandwhoarenotindebt.SomehavearguedforasystemofEurobondsinwhicheverycountry'sdebtisbackedbyall.Butthepoliticaloversighttoensurethathigh-spendingcountriesdonotwasteotherpeople'smoneywouldtakeyearstosortout一andonethingtheeurozonedoesnothaveistime.16.WhichofthefollowingistrueaccordingtoParagraphs1and2?ThereisafuelpanicamongEuropeancountries.Theworldisunawareofthecomingeurocrisis.Europeanpoliticiansarefrustratedwiththeeurocrisis.□.CooperationamongEuropeancountriesmayeasetheeurocrisis.答案：D［解答］细节题。根据题干定位至第一、二段。文章第一段首先说明了欧元危机的严峻形势。紧接着第二段首句指出,缓解欧元危机在很大程度上依赖于一直在争论不休的政治家们的领导。第二句进一步指出,阻止这场危机恶化的唯一途径是欧元区的政府采取集体行动,建立一系列财政措施以消除危机。故可推知D项为正确答案。Thephrase"shoreup"(Para.3)mostprobablymeansgivesupportto.placerelianceon.makethreatsto.getloansfrom.答案：A［解答］含义题。根据题干定位至第三段。该段主要说明了要拯救欧元危机必须尽快做的四件事。其中,shoreup是第二件需要做的事：应shoreup欧洲的银行,以确保欧元区银行能承受主权债务违约行为的发生。既然需要确保银行能承受无法偿还的贷款,那么必定要资助或者扶持各大银行,故推出shoreup表达“支持,扶持〞的意思,A项正确。WelearnfromParagraph4thattheausterityacrosstheeurozonemaymaketheeurocrisisevenworse.canhelprevivetheeconomy.arouseswideworriesinEuropeangovernments.causesacreditcrisisalloverEurope.答案：A［解答］推断题。根据题干定位至第四段。第一、二句指出,欧元区政府过多地依赖于财政紧缩政策来应对危机,大幅削减预算赤字已经成为工作重点。第三、四句对这种措施进行评价：大规模的集体财政紧缩容易产生适得其反的效果,也会使本来就消退的经济更加萎靡,从而加剧人们对政府债务和欧洲各国银行的担忧。由此可见,欧元区大规模、集体性的财政紧缩反而会使经济危机进一步恶化,A项为正确答案。B项与此相反,可排除；第四句指出,大规模、集体性的财政紧缩会加剧人们对政府债务和欧洲各国银行的担忧,而不是引起政府的担忧,故C项也可以排除。最后一句指出,单纯的财政紧缩政策不能解决欧元危机的根本问题,并不是说紧缩政策本身导致了欧洲的信用危机,故D项亦不正确。AccordingtoParagraphs5and6,theauthorbelievesthatEuropeaneconomyisingreattroubleduetostructuralproblems.economicgrowthisabetterwaytosolvetheeurocrisis.□.governmentsshouldplaceproperstressonEurope'sbanks.alargenumberofEurope'sbanksarefacingaseriouscrisis.答案：B［解答］细节题。根据题干定位至第五、六段。第五段第一句承接第四段的内容,指出真正可靠的拯救措施应以经济增长为前提,而不是财政紧缩(acrediblerescueshouldstartwithgrowth)o接着第二至第三句则指出了促进经济增长的具体措施。最后作者进行总结,创造使经济重新增长的各种条件是减少债务最好的方式,故B项与原文相符,为正确答案。ItisimpliedinthelastparagraphthatafirewallaroundEuropeancountriescanhelpfightoffthecrisis.Eurobondsgivesgreatsupporttothedesperatecountriesincrisis.high-spendingcountriesarewastingothercountries,money.it'squitetime-consumingtocreatethesystemofEurobonds.答案：D［解答］推断题。根据题干定位至最后一段。文中第二句指出,有人提议建立一个欧洲联盟系统,在这—系统中各个国家的债务都由所有成员国共同承担(asystemofEurobondsinwhicheverycountry'sdebtisbackedbyall),然而第三句又指出,能够确保高消费国家不会浪费其他国家资金的政治监督体系需要很多年才能实现。由此可知,要建立欧洲联盟系统,需要有一定的监督体系,即确保高消费国家不会浪费其他国家资金,但政治监督体系需要很多年才能实现,故建立欧洲联盟系统也需要很长时间,D项正确。PhilipMorris,theconglomeratethatownsKraftFoodsbutisprobablybestknownforitscigarettesandcostlytobacco,litigation,recentlydecidedtochangeitsnametoAltriatoreflectthediversityofthecompany'sbrands.AndEnron,whichisintheprocessofmovingitscoreenergyassetsoutfromunderthebankruptcyandintoaseparatecompany,islookingforanewnameforthatentity.Therecentnamechangeshighlighttheimportanceforcompaniesofchoosingamonikerthatisrelevantandauthoritativewhilestillbeingcatchyanappealingtoconsumers,saymarketingexperts.Arosebyanyothernamemightsmellassweet,butifacompanychoosesanamethatdoesnotwork,thestenchcanhoverforquitesometime.Companiesoftendecidetochangetheirnamesinanefforttorebrandthemselvesafteramergeoraspinoff.Forinstance,AndersenConsultingchangeditsnametoAccentureshortlyafterthatfirmsplitfromparentArthurAndersen—amovethatturnedouttobefortuitous,givenAndersen'stroubles.Companiesmayalsowanttoreinventthemselvesafterascandalhastarnisheditsname,asEnronisdoing.Orperhapstheysimplywanttogivetheirimageamakeover.Butanewnamethatdoesnotworkcanbeamistakethatcancostcompanycustomers,credibilityandmillionsofdollars.OneexampleoutofBritainlastyearwastheU.K.PostOffice'sdecisiontochangeitsnametoConsignee.ThepostalservicerecentlyrenameditselfonceagaintoRoyalMailInc.,cappingoffayearofsteepjobandrevenuefortheentity.Thoughaheftyadvertisingandmarketingbudgetwillhelptomakeanewnamesuccessful,otherfactors,suchasfamiliarity,acoherentmessagefromthecompanyandanameinpeople'sminds.WhenU.S.automakerChryslermergedwithGermancompanyDaimlerBenztoformDaimlerChryslerin1998,ayearafterthedeal,thefamiliarityofthenewlymergedcompanydroppedtoascoreof89whenthecompanywasjustcalledChrysler.Thesedays,PWCConsulting'snewMondaytitleiscausingmorethanonebrandexperttoraisetheireyebrowsinpuzzlement.Thecompany'swebsiteproudlyannouncesthat"Mondayisafleshstart,apositiveattitude,partofeverybody'slife.Mondayisarealnameuniversallyunderstoodandeasytoremember.Mondayisconfident.Itstandsforsomething."ToobadtheonlythingMondaystandsforinmost