光环效应，晕轮效应，成见效应，光圈效应

Halo Effect光环效应，晕轮效应，成见效应，光圈效应

The halo effect is a term used in marketing to explain the bias shown by customers towards certain products because of a favorable experience with other productsmade by the same manufacturer or maker．Basically，the halo effect is driven by brand equity．

The opposite of the halo effect is“cannibalization”．For example，if a customer buys product C which ismade by company X，not because of the attributes or benefits of the product，but because he or she had a favorable experience with product D—another productmade by company X，the purchased item is said to be prospering because of the halo effect．

A classic example of the halo effect is the relationship between the Mac notebooks and iPod．When the iPod was released，there was speculation in the market place that the sales of Apple's Mac laptops would increase，because of the success of the iPod．The beliefwasbased on the halo effect，as customerswho had a great experiencewith the iPod would buy a Mac computer simply because it ismade by Apple Inc．

Exerc ises

I．Incom plete Sentences

Directions: Aword or phrase ismissing in each of thesentencesbelow．Four answer choices are given below each sentence．Select the best answer to complete the sentence．

1．These new featuresmake the car______ attractive．

(A) verymuch　　(B) even most　　(C) even more　　(D) quiet

2．The car's interior has been______ tomaximize comfort．

(A) fulfilled　　(B) designed　　(C) lumped　　(D) unveiled

3．The rapid speedup of production made______ to work out some plans of production so thatworkerswould not be falling over one another．

(A) it is necessary　　(B) it necessary

(C) necessary　　　　　(D) necessarily

4．During a time of crisis throughout the auto industry in recent years，Ford emerged as the sole American automaker in a position to survive the steepest sales downturn in decadeswithout a government_______．

(A) concession　　(B) pension

(C) turnaround　　(D) bailout

5．Ford's current strength stems___________ what was a literal bet-the-company decision in 2006 to borrow$23.6 billion，putting even the company's fabled blue logo up as collateral．

(A) from　　(B) out　　(C) of　　(D) into

6．Ford said itsefforts to retool the company to producemore fuel-efficient passenger cars has_______ as gas prices have risen in recent months．

(A) rode out　　(B) boiled down

(C) popped up　　(D) paid off

7．Last year Ford surged to the top briefly as consumers deserted Toyota______ its millions of recalls and brief sales suspension and as GM was still struggling after emerging from its 2009 bankruptcy reorganization．

(A) because　　　　(B) since

(C) because of　　(D) for

8．Ford Motor Co．said Wednesday that it would recall 144，000 F－150 pickup trucks because front-seat airbags could inflate_______ the vehicle being involved in a collision．

(A) within　　(B) without　　(C) with　　(D) except

9．Ford Motor Co．officially launched the first fully foreign-owned automotive plant in Russia on Tuesday，a precedent______ experts hopewill pave the way for other global businesses to set up manufacturing here．

(A) that　　(B) what　　(C) who　　(D) whom

10．Mulally，a former Boeing Co．senior executive，is credited with _____Ford_____ and keeping it solvent when General Motors Co．and Chrysler Group both filed for bankruptcy and survived only because ofmassive government bailouts．

(A) phasing．．．out　　　　(B) cranking．．．up

(C) turning．．．around　　(D) passing．．．over

II．Text Com pletion

Directions: Read the article below about the Ford Motor Company．Choose thebest sentence from the given ones to fill each of the gaps(11－16) with the corresponding letter(A－F)．Do notuseany lettermore than once．There is an example at the beginning，(0)．

Questions11－16 refer to the follow ing passage．

A．putting even the company's fabled blue logo up as collateral

B．even though it sold Volvo and closed the Mercury brand

C．a resultof surging global salesand cost cutsmade during a lengthy turnaround

D．Ford will continue its shift to more small cars and away from trucks．

E．Ford also shifted its strategy to focus on its core brands and has sold off luxury brands

F．something that had not happened in more than 50 years

G．That helped the company improve its reputation and win new customers．

III．Translation

Directions: Use thewordsand phrases you have learned in thisunit to translate the following sentences into English．

1．政府必须要避免提供没有效用的财政救助，也不要提供只能使企业苟延残喘的补贴。

2．今天人们越来越重视无形资产的价值，例如专利和版权。

3．另外一些研究者认为公司为保持或增加市场份额而进行的努力是目光短浅、耗资较高而且不利于公司长期利益的。

4．你必须在每一个财政年度底将年度财务报告寄给共同基金的持有人，报告要说明过去一年的财政状况并对未来做出展望。

5．美国股票指数期货再次遭受损失，但损失不大，这是因为证券经销商试图买入股票以抵消由于日益严重的中东紧张局势所造成的出人意料的价格大幅下跌。

6．诺基亚公司将致力于进一步改进他们的运营效率，以便保证全面的竞争力。

7．走上复苏之路的并非只有福特，不过和底特律的其他两大车厂相比福特与众不同。

8．福特远在通用和克莱斯勒陷入2008年信用危机和大萧条之前就因为其状况不佳而提前开始整改。

9．Fields主管说来年公司仍准备继续提高车型的更新速率。

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