Question

【題目】 The secret of the aroma

What is the first thing you notice when you walk into a shop? The products displayed（展示）at the entrance? Or the soft background music?

But have you ever noticed the smell? Unless it is bad, the answer is likely to be no. But while a shop’s scent may not be outstanding compared with sights and sounds, it is certainly there. And it is provided as an increasing powerful tool in encouraging people to purchase.

A brand store has become famous for its distinctive scent which floats through the fairly dark hall and out to the entrance, via scent machines. A smell may be attractive but it may not just be used for freshening air. One sports goods company once reported that when it first introduced scent into its stores, customers’ intention to purchase increased by 80 percent.

When it comes to the best shopping streets in Pairs, scent is just as important to a brand’s success as the quality of its window displays and goods on sales. That is mainly because shopping is a very different experience to what it used to be.

Some years ago, the focus for brand name shopping was on a few people with sales assistants’ disproving attitude and don’t-touch-what-you-can’t-afford displays. Now the rise of electronic commerce (e-commerce) has opened up famous brands to a wider audience. But while e-shops can use sights and sounds, only bricks-and-mortar stores (實體店) can offer a full experience from the minute customers step through the door to the moment they leave. Another brand store seeks to be much more than a shop, but rather a destination. And scent is just one way to achieve this.

Now a famous store uses complex man-made smell to make sure that the soft scent of baby powder floats through the kid department, and coconut scent in the swimsuit section. A department store has even opened a new lab, inviting customers on a journey into the store’s windows to smell books, pots and drawers, in search of their perfect scent.

【1】According to the passage, what is an increasingly powerful tool in the success of somebrand stores?

A.Unique scents.B.Friendly assistant.

C.Soft background musicD.Attractive window display.

【2】E-shops are mentioned in the passage to _______.

A.show the advantages of brick-and-mortar stores

B.urge shop assistants to change their attitude

C.push stores to use sights and sounds

D.introduce the rise of e-commerce

【3】Which of the following is true according to the passage?

A.The sport goods company once found an 80 percent increase in purchase.

B.For stores in Paris, the smell is more important than the window displays.

C.Both the E-commerce and the real stores focus on the attractiveness of goods.

D.Many famous stores nowadays are trying hard to find the ideal scent.

【4】The main purpose of the passage is to ______.

A.compare and evaluateB.examine and assess

C.argue and discussD.inform and explain

Answer 1

【答案】

【1】A

【2】A

【3】D

【4】D

【解析】

本文介紹了采用香味提高銷售量的理念。文中講述了香味對于傳統(tǒng)實體店的影響。各大品牌店都加強了味覺對顧客消費欲求的刺激，并根據(jù)商品不同調(diào)節(jié)香味。

【1】細節(jié)理解題。根據(jù)第二段的“But while a shop's scent may not be outstanding compared with sights and sounds，And it is providing to be an increasing powerful tool in encouraging people to purchase”可知，雖然與視覺和聲音相比，商店的氣味可能并不突出，但它是鼓勵人們購買的一個日益強大的工具。所以此句中的it指的是前面的scent，指獨特的香味，故選A。

【2】推理判斷題。根據(jù)第五段的“while e-shops …only bricks-and-mortar stores （實體店） can offer a full experience”可知，雖然網(wǎng)店可以使用圖片和聲音，但只有實體店才能提供完整的購物體驗，即強調(diào)傳統(tǒng)實體店的優(yōu)勢。故選A。

【3】推理判斷題。根據(jù)“One sports goods company once reported that when it first introduced scent into its stores, customers’ intention to purchase increased by 80 percent.”可知，一家體育用品公司曾經(jīng)報告說，當它第一次將香水引入商店時，顧客購買的意愿增加了80%，不是購買量增加了80%，因此A項不正確。根據(jù)“When it comes to the best shopping streets in Pairs, scent is just as important to a brand’s success as the quality of its window displays and goods on sales.”可知，提到巴黎的商店，氣味對于一個品牌的成功來說，和櫥窗展示的質(zhì)量以及銷售的商品一樣重要，因此B項不正確。根據(jù)“But while e-shops can use sights and sounds, only bricks-and-mortar stores (實體店) can offer a full experience from the minute customers step through the door to the moment they leave. And scent is just one way to achieve this. ”可知，網(wǎng)店和實體店都是想辦法在顧客進店的那一刻就留住他們，網(wǎng)店采用的是聲音和圖像，實體店采用的是香味。因此C項不正確。根據(jù)“A department store has even opened a new lab, inviting customers on a journey into the store’s windows to smell books, pots and drawers, in search of their perfect scent.”可知，一家百貨商店甚至開設了一個新的實驗室，邀請顧客到商店的櫥窗里聞一聞書籍、罐子和抽屜，尋找它們的完美氣味。因此推斷現(xiàn)在許多著名的商店都在努力尋找理想的香味。因此D項正確。故選D。

【4】主旨大意題。這篇文章主要是談論香味對購物者心理的影響，是一篇說明文，所以重在介紹和解釋香味對于實體店的影響。A項意為對比和評估，文中把網(wǎng)店和實體商店進行了對比，對比談到了，而評價涉及較少；B意為檢測和評估，科學檢測意味太濃，跟本文大意不符。C項意為爭辯和討論，沒有批評靶子的情況下，這種說法不成立。本文只是介紹和解釋了“香味”，故選D。