[单项选择]Success Story
Journalist Mark Stretton examines the growth of on insurance company
which now has sales of ￡300 million per year.
In 1993, American-born Henry Eastman got a call from a recruitment consultancy, inviting him to give up his successful marketing career in one insurance company to become the head of another. This new job was to work for an investment company called Brinscombe’s, who wanted him to create a brand new car insurance company. Despite the risks involved, Eastman agreed.
A lot of young drivers in the 20 to 35 age range, especially the ones who have already had accidents, have difficulties in getting car insurance because most companies think they are too big a risk. However, Eastman believes there ore no problems if their annual payments are large enough. He offered them insurance cover through television commercials and attracted many customers by giving out folders in which to keep their policies safe. His strategy was a
A. Brinscombe’s.
B. Eastman and his colleagues.
C. a co-operative of customers.

[单项选择]Success Story
Journalist Mark Stretton examines the growth of on insurance company
which now has sales of ￡300 million per year.
In 1993, American-born Henry Eastman got a call from a recruitment consultancy, inviting him to give up his successful marketing career in one insurance company to become the head of another. This new job was to work for an investment company called Brinscombe’s, who wanted him to create a brand new car insurance company. Despite the risks involved, Eastman agreed.
A lot of young drivers in the 20 to 35 age range, especially the ones who have already had accidents, have difficulties in getting car insurance because most companies think they are too big a risk. However, Eastman believes there ore no problems if their annual payments are large enough. He offered them insurance cover through television commercials and attracted many customers by giving out folders in which to keep their policies safe. His strategy was a
A. recruitment.
B. marketing.
C. investment.

[单项选择]

The success story started in northern Italy towards the end of the Second World War. Leone Benetton had a bicycle rental (租赁) business in the town of Treviso. He wanted his oldest son Luciano to study and become a doctor. After Leone died, the family was poor and Luciano decided to leave school and get a job. He found work in a clothing store but soon had his own ideas and started a family clothing company producing colorful woolen sweaters for people only used to wearing dull colors. Shops selling only Benetton sweaters opened in many Italian cities and by 1974 there were stores in France, Germany and Belgium.
It was clear that at this stage the success of the Benetton business lay in the strength of the family. In 1975 Luciano married the 20-year-old Marina Salomon who worked in one of his shops. After careful research, Benetton opened his first shop in the USA, in Manhattan, New York, where it attracted some very special customers including Princess Diana and
A. Sell clothes.
B. Build a factory.
C. Learn medicine.
D. Run a bicycle business.

[单项选择]

A

The success story started in northern Italy towards the end of the Second World War. Leone Benetton had a bicycle rental (租赁) business in the town of Treviso. He wanted his oldest son Luciano to study and become a doctor. After Leone died, the family was poor and Luciano decided to leave school and get a job. He found work in a clothing store but soon had his own ideas and started a family clothing company producing colorful woolen sweaters for people only used to wearing dull colors. Shops selling only Benetton sweaters opened in many Italian cities and by 1974 there were stores in France, Germany and Belgium.
It was clear that at this stage the success of the Benetton business lay in the strength of the family. In 1975 Luciano married the 20-year-old Marina Salomon who worked in one of his shops. After careful research, Benetton opened his first shop in the USA, in Manhattan, New York, where it attracted some very special customers includin
A. His father
B. His family
C. Princess Diana
D. A photographer