雅思考试阅读理解题《企业的社会责任》

经典word整理文档，仅参考，双击此处可删除页眉页脚。本资料属于网络整理，如有侵权，请联系删除，谢谢！雅思考试阅读理解题《企业的社会责任》CorporatesocialResponsibility-anewconceptof"market"MaybeBen&Jerry'sandTheBodyShopsetthemselvesupforafallbyappearingtohaveamonopolyonnukinganhonestbuck.Buttheirstrugglesarealessononhowlittleweknowabouttheminefieldof"ethical"marketing.TheBodyShop,alongwiththeAmericanicecreammakerBenandJerry's,washailedasanewbreedofgreen,orenvironmentallyconscious,business.BenandJerry’sABen&jerry'soffersaverysweetbenefitspackagetoemployees.First,everyoneofthe700+Ben&Jerry'sworkersisentitledtothreefreepintsoficecream,sorbetorfrozenyogurtperdayworked.(Someworkersevenuseallotmentsoftheirfreetreatstobarterforothergoodsandservicesintownsuchashaircuts).Beyondthefreebies,personnelreceivesa50%discountonthecompany'sfrozengoodies,a40%discountonmerchandiseandafurther30%breakonnon-Ben&Jerry'sfoodsatcompanyoutlets.BWorkersarefurtherentitledtobepaidfamilyleaveandmaytakeadvantageoftheEmployeeStockPurchaseProgramtopurchasecompanystock(aftersixmonthswiththeorganization)ata15%discount.Beginningin1998,316stockoptionsareawardedtoeachworker(excludingdirectorsandofficers)andstockisalsoassignedtoeachemployee's401Kplanattheendofthecalendaryear.Thesecontributionsareintendedtoachievethecompany'sgoaloflinkedprosperity,i.e.toassurethatfutureprosperityiswidelysharedbyallemployees.COtherbenefitsinclude:Healthinsurance,includingcoverageforwellbaby-careandmammogramsLifeinsurance(twicetheemployee'sannualsalary)DentalinsuranceLong-termdisabilityplanpaying60%ofsalarysixmonthsafterdisabilityfordurationofdisabilityShort-termdisabilityplanpaying60%ofsalaryforsixmonthsMaternityleavewithfullpayforsixweeksafterdeliveryTheBodyShopDHistoryofTheBodyShopAnitaRoddickstartedTheBodyShopwithamere£4,000andadream.Withover1,900storesin50countries.TheBodyShopwasfoundedin1976inBrighton,England.Fromheroriginalshop,whichofferedalineof25differentlotions,creams,andoils,Roddickbecamethefirstsuccessfulmarketerofbodycareproductsthatcombinednaturalingredientswithecologically-benignmanufacturingprocesses.Hercompany'srefusaltotestproductsonanimals,alongwithaninsistenceonnonexploitativelaborpracticesamongsuppliersaroundtheworld,appealedespeciallytoupscale,mainlymiddleclasswomen,whowereandhavecontinuedtobethecompany'sprimarymarketAssalesboomed,eventheconservativefinancialmarketsapprovedofTheBodyShop'simpressiveprofitpicture,andapublicstockofferingin1984wassuccessful.Anexpansioncampaignfollowed.In1988thecompanyenteredtheU.S.marketbyopeningastoreinNewYorkCity,andby1997thecompanyboasted1,500stores,includingfranchises,in47countries.Anti-marketingseemedtobesmartmarketing,atleastasfarasTheBodyShopwasconcerned.EPartofthesecretofTheBodyShop’searlysuccesswasthatithadcreatedamarketnicheforitself.Thecompanywasnotdirectlycompetingagainstthetraditionalcosmeticscompanies,whichmarketedtheirproductsasfashionaccessoriesdesignedtocoverupflawsandmakewomenlookmorelikethefashionmodelswhoappearedintheirlavishads.Instead,TheBodyShopofferedalineofproductsthatpromisedbenefitsotherthanappearance—healthierskin,forinstance—ratherthansimplyabetter-lookingcomplexion.Thecompanyisknownforpioneeringthenatural-ingredientcosmeticmarketandestablishingsocialresponsibilityasanintegralpartofcompanyoperations.TheBodyShopisknownforitsethicalstances,suchasitsmonetarydonationstothecommunitiesinwhichitoperates,anditsbusinesspartnershipswithdevelopingcountries.In1988RoddickopenedherfirststoreintheUnitedStates,andbythattime—throughvarioussocialinitiativessuchasthe"StoptheBum"campaigntosavetheBrazilianrainforest(thesourceofmanyofthecompany'snaturalingredients，andstrongsupportofemployeevolunteerism——TheBodyShopnamehadbecomesynonymouswithsocialactivismandglobalpreservationworldwide.Thecompanyhadalsobecomeimmenselyprofitable.FBythemid-1990s,however.TheBodyShopfacedgrowingcompetition,forcingittobeginitsfirstmajoradvertisinginitiative,themostprominentpartofwhichwasthe“Ruby”campaign.ThecampaignwaspersonifiedbyRuby,adollwithRubenesqueproportionswhowasperchedonanantiquecouchandwholookedquitepleasedwithherselfandherplumpframe.RandyWilliamson,aspokespersonforTheBodyShop,said,“Rubyisthefruitofourlong-establishedpracticeofchallengingthewaythecosmeticindustrytalkstowomen.TheRubycampaignisdesignedtopromotetheideathatTheBodyShopcreatesproductsdesignedtoenhancefeatures,moisturize,cleanse,andpolish,nottocorrect‘flaws’.TheBodyShopphilosophyisthatthereisrealbeautyineveryone.Wearenotclaimingthatourproductsperformmiracles."GTheCompetitiontheBodyShoplostmarketshareinthelate1990’stoproduct-savvycompetitorsthatofferedsimilarcosmeticsatlowerprices.ThemaincompetitorsareH20,Sephora,BathandBodyWorks,andOrigins.ResearchResultsResearchshowedthatwomenappreciateTheBodyShopforitsethicalstandards.Theyarepleasedbycompanieswithgreenactions,notpromises.TheresearchprovedthatTheBodyShophasbeenputonthebackburnerinmanypeople'sminds:overcrowdedbynewer,fresherBrandsCompaniesliketheBodyShopcontinuallyhypetheirproductsthroughadvertisingandmarketing,oftencreatingademandforsomethingwherearealneedforitdoesnotexist.Themessagepushedisthattheroutetohappinessisthroughbuyingmoreandmoreoftheirproducts.Undersuchconsumerism,theincreasingdominationofmultinationalsandtheirstandardisedproductsisleadingtoglobalculturalconformity.Otherdownfallfactorsalsoincludemisleadingthepublic,lowpayandagainstunions,exploitingindigenouspeople;Alsothemassproduction,packagingandtransportationofhugequantitiesofgoodsisusinguptheworld'sresourcesfasterthantheycanberenewedandfillingtheland,seaandairwithdangerouspollutionandwaste.HTheProblemTheBodyShophasusedsafeandtimidadvertisingoverthelastdecade,decreasingmarketshareandbrandvalue.Withtheriseofnew,morenaturalandenvironmentallyfriendlycompetitors,TheBodyShopcannolongerstandbehindbeingthegreenestormostnatural.TheSolutionTheBodyShopistheoriginatorofethicalbeautywithouractionsspeakinglouderthanourwords.ThisisthenewdirectionofTheBodyShop.Wewillbeapartofdifferentactsofkindnessinbigcities.Wewilleliminateunwantedgraffiti,purifycityair,andgivethecustomeranopportunitytobeapartofsomethinggood.Questions1-4ThereadingPassagehassevenparagraphsA-H.Whichparagraphcontainsthefollowinginformation?WritethecorrectletterA-H,inboxes1-4youranswersheet.1AnactiontakentoEstablishingsocialresponsibilityinconservationproject2adescriptionoftheconventionalwaytheadsappliedtotalktoitscustomers3Ahistoryofahumbleoriginandexpansion4managementpracticesarcintendedtolinedupthecompany'sgoalwithparticipants'prosperityQuestions5-7Choosethethreecorrectletter,A-F.Writeyouranswersinboxes5-7onyouranswersheet.5-7)WhataretrueabouttheBen&Jerry'scompanymanagementATherewaslittledifferencebetweenthehighestsalaryandthelowestBTheywereadvertisingtheirproductwithpowerfulinternalmarketing.CTheyoffertheemployeecomplimentaryproductDEmployeewereencouragedtogiveservicesbacktothecommunityEtheproductsaredesignedforworkerstobarterforothergoodsandservicesFofferedapackageofbenefitsfordisableemployeesQuestions8-10Choosethethreecorrectletter,A-F.Writeyouranswersinboxes8-10onyouranswersheet.WhatarethefactorsoncecontributedtothesuccessfortheBODYSHOP?Apioneeringthe