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【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
文章題目：營銷的新概念
篇章結構
體裁 論說文
題目 營銷的新概念
結構 A段：Ben & Jerry為員工提供商品免費和折扣福利
B段：Ben & Jerry為員工提供帶薪探親假和股票購買優惠
C段：Ben & Jerry為員工提供的其他福利
D段：The Body Shop的發展歷程和營銷策略
E段：The Body Shop早期成功的祕訣
F段：The Body Shop為應對競爭，發起名為Ruby的運動
G段：The Body Shop衰落的因素
H段：The Body Shop存在的問題和解決方法
試題分析
Question 1-13
題目型別：LIST OF HEADINGS
題號 定位詞 文中對應點 題目解析
1 Establishing social responsibilities E段第四句 E段第四句提到The company is know for… and establishing social responsibility as an integral part of company operations.
因此，本題答案為E。
2 Ads, talk to customers F段第三句 F段第三句提到Ruby is…the cosmetic industry talks to women。此處的Ruby在前文中提到就是指The Body Shop的廣告活動。
因此，本題答案為F。
3 Origin and expansion D段第四句和第七句 D段整段都在介紹The Body Shop的起源和發展歷程。第四句提到from her original shop，第七句提到an expansion campaign followed。
因此，本題答案為D。
4 Link, company’s goal, participants’ prosperity B段最後一句 B段最後一句提到，these contributions are intended to achieve the company’s goal of linked prosperity。
因此，本題答案為B。
5 Complimentary product A段第二句 A段第二句提到公司為員工每天提供三品脫免費的冰淇淋、果汁或凍酸奶，即every workers is entitled to three free pints of ice cream…。該句free與C選項中的complimentary都表示“免費”。
因此，本題答案為C。
6 Internal marketing B段第一句 B段第一句提到…and may take advantage of the Employee Stock Purchase Program to purchase company stock at a 15% discount。此處說公司給予員工股票購買的優惠，即採取內部營銷政策。
因此，本題答案為B。
7 Disable employees C段第四句和第五句 C段列出了Ben & Jerry 給予員工的其他福利，其中第四條和第五條就是跟disable employee有關的福利措施。
因此，本題答案為F。
8 Pioneering,
Natural-ingredient E段第四句 E段第四句提到the company is known for pioneering the natural-ingredient cosmetic market and…。
因此，本題答案為A。
9 Refuses, animals-tested ingredients D段第五句 D段第五句提到 her company’s refusal to test products on animals。
因此，本題答案為E。
10 Monetary donations, communities, developing countries E段第五句 E段第五句提到The Body Shop is known for its ethical stances, such as its monetary donations to the communities in which it operates, and its business partnership with developing countries。
因此，本題答案為F。
11 Promises, acted G段第四句 G段第四句提到，they are pleased by companies with green actions, not promises。
因此，本題答案為B。
12 Growing competition G段第一句 G段第一句提到 The Competition … to product-savvy competitors that offered similar cosmetics at lower prices。
因此本題答案為C。
13 Creating demand, not actually need G段第六句 G段第六句提到，… often creating a demand for something where a real need for it does not exist。
該句的creating demand 和D選項的creating demand 直接對應，where a real need for it dose not exit對應D選項的not actually need。
因此，本題答案為D。
參考譯文：
企業社會責任(CSR)：“營銷”的新概念
也許Ben & Jerry和美體小鋪給自己設定壟斷性賺誠實的利潤陷阱。但他們的鬥爭是我們知道“道德"營銷的雷區的一課。美體小鋪，連同美國冰淇淋製造商Ben and Jerry' s,被譽為新一代的具有綠色環保意識業務企業。
Ben and Jerry’s
A Ben&Jerry為員工提供了一個非常甜蜜的員工福利。首先，700家中每一個店鋪Ben & Jerry 的工人每天工作時有權免費三品脫冰淇淋，雪糕或冷凍酸奶。(一些工人使用易貨享受配額的免費治療其他商品和服務，比如理髮。)除了免費贈品，人員享受公司冷凍產品50%的折扣，其他商品40%的折扣,還有30%非Ben&Jerry食品公司奧特萊斯商品折扣。
B 工人們進一步享有帶薪探親假和可能利用員工股票購買計劃在一個15%的折扣的價格購買公司股票(六個月組織後)。從1998年開始，授予每個工人(不包括董事及高階職員) 316股票期權和股票401 k計劃的日曆年度也分配給每個僱員。這些貢獻旨在與實現公司的目標共同繁榮的，即確保所有員工共享繁榮的未來。
C 其他福利包括：
醫療保險，包括嬰兒護理和乳房X光檢查
人壽保險(員工的年薪的兩倍)
牙齒保險
長期殘疾計劃：殘疾持續時間6個月後支付工資的60%
短期殘疾計劃為6個月支付工資的60%
The Body Shop
D 美體小鋪歷史開始於安妮塔羅迪克的4000和一個夢想。如今，它在50個國家擁有超過1900家門店。美體小鋪於1976年在英格蘭布萊頓成立。從她原來的商店，它提供的25種不同乳液、面霜、和油脂，羅迪克成為第一個成功的身體護理產品，結合天然成分和ecologically-benign製造過程的營銷人員。她的公司拒絕使用動物測試產品，以及一個堅持在世界各地的供應商中實施非勞動剝削的勞動實踐，主要吸引的是中產階級婦女特玥是高檔家庭產品，—直是該公司的主要市場。銷售蓬勃發展，甚至保守的'金融市場都批准美體小鋪的令人印象深刻的利潤情況下的擴張活動，其在1984年公開發行股票是 成功的。1988年，公司進入美國市場在紐約開設商店：到1997年，該公司擁有1500家門店，包括在47個國家的特許經營，反營銷策略似乎是聰明的營銷，至少對美體小鋪而言。
E 美體小鋪早期成功的祕訣一部分是，它創造了一個特殊市場。公司沒有傳統的化妝品公司直接競爭，銷售他們的產品是為了為時尚配飾設計掩蓋缺陷，使女性看起來更像出現在他們奢華的廣告時裝模特。相反，美體小鋪提供產品一條線的承諾好處，不僅僅是漂亮的膚色，還有面板即刻美
容和健康。公司以開拓自然成分化妝品市場和建立社會責任作為公司業務的一個組成部分。美體小鋪因為它的倫理立場而聞名，例如拒絕使用動物測試的成分，其在其運作的社群貨幣捐贈，和發展中國家合作它的業務。1988年羅迪克在美國開了她的第一家店，和通過各種社會活動如time-through，如“停止燃燒”運動拯救巴西熱帶雨林(該地區提供許多公司的天然成分來源)。和大力支援員工自覺自治—美體小鋪字號已經等同於全球範圍內的社會激進主義和環保保護主義。該公司利潤竟然非常可觀。
F 然而，到了1990年代中期，美體小鋪面臨日益激烈的競爭，迫使它開始它的第一個主要的廣告計劃，最突出的是“Ruby”運動。活動由Ruby的化身，一個與Rubenesque比例的娃娃棲息在一個古董沙發上，看起來很滿意自己和豐滿。蘭迪威廉姆森，美體小鋪的發言人說。“Ruby是我們長期挑戰化妝品行業和女性溝通方式實踐的成果。Ruby營銷活動是為了美體小鋪的產品設計的概念：產品是來增強，滋潤，清潔和增量功能，而不是糾正缺陷，美體小鋪的哲學就是——每個人都有其真正的美，我們並不是宣傳我們的產品會創造奇蹟。”
G 美體小鋪在1990年底的競爭下，面對競爭對手以更低的價格提供類似的化妝品失去市場份額。主要競爭對手是H20，Sephora, Bath and Body Works, and Origins。 研究成果顯示，女性欣賞美體小鋪的道德標準。她們很高興公司實際的綠色行動，而不是承諾。證據證明，美體小鋪一直擱置在許多人的倡導思想，而不斷推出更新的品牌。像美體小鋪公司不斷通過廣告宣傳他們的產品和營銷，通常建立一個不存在的需求，不是一個真正需要的東西。傳播的是通過購買越來越多的產品通往幸福的訊息。這種消費主義下，跨國公司主導日益增加其標準化產品導致全球文化整合。其他垮臺的因素還包括誤導公眾，低工資和反對工會，利用原住民，大規模生產，大量的商品包裝和運輸導致使用全球資源的速度加快。而土地，海洋和空氣與危險的汙染和浪費遠超它們再生的速度。
H 過去的十年裡，美體小鋪傾向保守和膽小的廣告使其市場份額和品牌價值縮水。隨著新的，更自然和環境友好的競爭對手的崛起，美體小鋪在支援環保或最自然的方面不再領跑。解決方案是：“強調美體小鋪是營銷倫理髮起者，我們的行動勝過我們的語言。這是美體小鋪的新方向。在大城市的不同的善舉將是我們存在的一部分。我們將消除不必要的塗鴉，淨化城市空氣，給客戶美好的運動中成為積極參與的一份子!”
參考答案：
Version 19121
主題 營銷的新概念
1 E 2 F 3 D 4 B 5 C 6 D 7 F 8 A 9 E 10 F 11 B 12 C 13 D
