Brand is often regarded as the creation of western advertisement industry. However, the earliest “brand” could be traced back to the early civilization in China and Egypt. Earthenware(陶器)made in China thousands of years ago had signs or symbols of pottery makers, and domestic animals branded with marks could also be seen on wall paintings of ancient Egypt. These might be the first “brand” in history.
Time passes and the situation has changed. Nowadays Americans have “Cadillac”, Japanese have “Toyota”, Cermans have “Mercedes-Benz”, and they are all proud of the big brands they own. Chinese national brands are pale in comparison to their global counterparts. It is a reality which we cannot deny and have to face. With the globalization of brands and the internationalization of global competition, foreign brands are making constant efforts in attacking the Chinese market. Under the circumstances, the question that we must ask is：How can Chinese brands be ready for the challenge posed by foreign brands?
Many Chinese enterprises are single-minded in getting the attention of the international market and going into metropolises(大城市). Successful though they seem, they act ill-advisedly. We should be aware that it is the home market, especially the rural market with a population of 900 million people that provides the real development opportunity for Chinese national brands. That is why many powerful foreign brands are trying, with every possible means, to develop the Chinese rural market.
Quality is the life of a brand and consumers always choose products with first-class quality. The quality of Chinese products is very unstable so that it seriously affects the establishment of Chinese brands. Therefore, for those national brands determined to challenge foreign brands, the top task is to improve product quality. It must be clearly understood that, for a consumer who has bought a product, defects in 1% of your products mean 100% loss. Only if we create products with quality better than that of foreign brands can national brands be successful in competition.
小题1: What is the question that we have to ask in face of foreign brands?
A．How to run a company in foreign countries.
B．How to stay in harmony with the foreign brands.
C．How to catch up with the foreign company in service and price.
D．How to compete against the foreign brands.小题2:Which of the following would the author agree with?
A．Quality is the most important element for a brand.
B．China’s international market is fully feveloped.
C．China’s products are matchless in the international market.
D．China’s goods are always of bad quality.小题3: Which of the following is NOT true according to the passage?
A．Metropolitan areas are what many Chinese enterprises focus on.
B．Pottery made in ancient China had signs or symbols of the makers.
C．The top target of foreign enterprises in China has been the rural market.
D．Chinese enterprises should try to get into the home market.小题4:What can be concluded from the passage?
A．There’s no need for foreign brands to make constant efforts to compete with Chinese brands.
B．Ancient Chinese and Egyptians knew how to mark or symbolize their works.
C．Chinese enterprises can hardly build big brands people trust due to quality problems.
D．Chinese brands can only be successful in domestic market.