题目内容
（请给出正确答案）
The phrase "product of greater value" underlined in Paragraph 4 refers to ______.
A．lawsuit plaintiffs
B．theoretical damages
C．light cigarettes
D．health advantages
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更多“The phrase "product of greater…”相关的问题
The phrase "potential buyer"(Line 1, Para. 3) most probably means______.
A．those who may entertain themselves
B．those who seem to be alive
C．these who may associate the product with fun
D．those who may probably buy the product
Section A
Directions: In this section there are 10 sentences, each with one word or phrase underlined. Choose the one from the 4 choices marked A, B, C and D that best keeps the meaning of the sentence. Then mark the corresponding letter with a single bar across the square brackets on your machine-scoring ANSWER SHEET.
The product appeared to be adequate in every respect.
A．improper
B．sufficient
C．superior
D．poor
？Read the article below about marketing.
？Choose the best word or phrase to fill each gap from A, B, C, or D on the opposite page.
？For each question 19--33, mark one letter (A, B, C, or D) on your Answer Sheet.
Marketing
Mergers agencies find out whether there is a demand for a product and what sort of demand it is. They will want to know if there are competitors to the product they are going to place; who will use it--men, women, or both; will there be only one section of men or women who will use it, would a low price (19) more customers, or would they need to add something to it to make it popular, or change its packaging— (20) it？ For the (21) to these and other questions they will make a survey--an examination--of the market. The survey most people are (22) with is the questionnaire; where a (23) --a specially selected group of people--are asked questions about products they use: and why they buy them. But market research techniques can be more complicated than this, (24) for example, a group of people discussing a subject, say, (25) hygiene, to find out if a new toothpaste will sell. Tests may be made by giving away (26) samples of the new product, or reactions to a brand name--the name of a product--may be studied to find out whether a new product will be (27) on the market. From the information (28) , the marketing companies can prepare their advertising campaign--the (29) plan.
There are two types of advertising--product and brand advertising. Product advertising tells people that a new invention or device is being sold. Perhaps a new design of typewriters with special (30) or a new pen that is easier to use. Brand advertising tells people there is a new name on the (31) . A product, what it does, and how it is made, could be the same as (32) , for example, soap powder, but its name is different. In the UK there are basically (33) two detergent, or soap companies which produce hundreds of brand names for powders that are really the same product.
(19)
A．attract
B．cater
C．frighten
D．apply
？Read the memo and advertisement below.
？Complete the form. at the bottom of the page.
？Write a word or phrase (in CAPITAL LETTERS) or a number on lines 41-45 on your Answer Sheet.
Northern Software
24 Queens Road, Chapeltown
To: Jean Palmer, Purchasing
From: Tom Milton, Accounts
Date: 1 March 2002
Subject: Envelopes
We've run out of the envelopes we use for mailing invoices - the white ones with windows. I need some more tomorrow - I don't want to delay sending the customer bills this month, so please order the envelopes today, and have them delivered as soon as possible. I've got about 200 invoices to post.
HAYES OFFICE SUPPLIES
Reductions on some product lines
Brown or white envelopes (supplied in quantities of 100, 500 or 1000)-15% off catalogue price
Product code: EV300 (plain) or EV311 (with window)
Three delivery services available:
one week (free)
four days (minimum charge ~2)
next day (minimum charge ~5)
101 Leeds Road, Chapeltown
Tel: 275 9087 Fax: 275 9088
ORDER FORM
Company name: (41) ______
Delivery address: (42) ______, Chapeltown
Product code: (43) ______
Colour: (44) ______
Quantity: 500
Delivery service required: (45) ______
(41)
？Read the article below about sales promotion, and the questions.
？Choose the correct word or phrase to fill each gap from A, B, C, or D.
？For each question 21—30, mark one letter (A, B, C, or D) on your Answer Sheet.
Sales Promotion
Promotion is any activity that encourages the purchase of a good or service. Managers must determine how much they are going to (21) promotion and what tools they will use. The promotional mix, or plan, utilizes personal selling, advertising, and sales promotion to deliver the message. Public relations and all types of (22) that attract customer attention to the product also become part of the mix.
Promotion is most important in the product's introduction and maturity stages. In introduction, the market is unaware of the product and therefore uninterested; promotion must overcome (23) and generate interest. In the maturity stage, competition is stiff, and the promotion must show how a product is different or (24) . Promotional mix policies are affected by promotional program objectives, implementation strategies, (25) of program effectiveness, and the promotional budget.
The key (26) of promotion are to provide information, stimulate demand, highlight values and stabilize sales. Promotion must (27) the market about what is available, the characteristics of the product or service, and how to use it. Increasing demand for a product is probably the most typical objective of promotion. Promotion tries to get consumers to (28) look for, examine, try, and purchase the product. Status-oriented advertising to highlight values makes sure customers are aware of what the company considers to be a real value.
Another goal of promotion is to stabilize sales by (29) the status quo that is, the current sales level of the product. During periods of slack or decreasing sales, contests, prizes, vacations and other incentives are sometimes (30) to customers to maintain sales goals. A stable sales pattern allows the firm to run smoothly by maintaining a consistent level of production and storage.
(21)
A．deal with
B．spend in
C．benefit from
D．invest in
Slogans operate in society as "social symbols" and, as such, their intended or perceived meaning may be difficult to grasp and their impact or stimulation may differ between and among individuals and groups.
Because slogans may operate as "significant symbols" or as key words that have a standard meaning in a group, they serve both expressive and persuasive functions. Harold Lasswell recognized that the influencing of collective attitudes is possible by the manipulation of significant symbols such as slogans. He believed that a verbal symbol might evoke a desired reaction or organize collective attitudes around a symbol. Murray Edelman writes that "to the political scientist patterning or consistency in the context in which specific groups of individuals use symbols is crucial, for only through such patterning do common political meaning and claims arise." Thus, the slogans a group uses to evoke specific responses may provide ns with an index for the group's norm, values, and conceptual rationale for its claims.
Slogans are so pervasive in today's society that it is easy to underestimate their persuasive power. They have grown in significance because of the medium of television and the advertising industry. Television, in addition to being the major advertising medium, has altered the nature of human interaction. Political images arc less personal and shorter. They function as summaries and conclusions rather than bases for public interaction and debate. The style. of presentation in television is more emotional, but the content is less complex or ideological. In short, slogans work well on television.
The advertising industry has made a science of sloganeering. Today, communication itself is a problem because we live in an "overcommunicated" society. Advertisers have discovered that it is easier to link product attributes to existing beliefs, ideas, goals, and desires of the consumer rather than to change them. Thus, to say that a cookie tastes "homemade" or is as good as "Mom used to make" does not tell us if the cookie is good or bad, hard or soft, but simply evokes the fond memories of Mother's baking. Advertisers, then, are more successful if they present a product in a way that capitalizes on established beliefs or expectations of the consumer. Slogans do this well by crystallizing in a few words the key idea or theme one wants to associate with an issue, group, product, or event. "Sloganeering" has become institutionalized as a virtual art form, and an advertising agency may spend months testing and creating the right slogan for a product or a person.
Slogans have a number of attributes that enhance their persuasive potential for social movements. They are unique and readily identifiable with a specific social movement or social movement organization. "Gray Power," for instance, readily identifies the movement for elderly Americans, and "Huelga" (strike in Spanish) identifies the movement to aid Mexican American field workers in the west and southwest.
"Sloganeering' stems from a word that was used ______.
A．in the United States
B．in the Ireland
C．on the European continent
D．frequently in revolutionary rhetoric
听力原文： An environmental group called the Food Commission is unhappy and disappointed because of the sale of bottled water from Japan. The water, angrily argued in public, has traveled 10,000 "food miles" before it reaches Western customers. "Transporting water halfway across the world is surely the extremely stupid use of fuel when there is plenty of water in the UK." It is also worried that we are wasting our fuel by buying prams from Indonesia (7,000 food miles) and carrots from South Africa (5,900 food miles). Counting the number of miles traveled by a product is a strange way of trying to tell the true situation of the environmental damage done by an industry. Most food is transported around the world on container ships that are extremely energy efficient. It should be noted that a ton of butter transported 25 miles in a truck to a farmers' market does not necessarily use less fuel on its journey than a similar product transported hundreds of miles by sea. Besides, the idea of "miles" ignores the amount of fuel used in the production. It is possible to cut down your food miles by buying tomatoes grown in Britain rather than those grown in Ghana; the difference is that the British ones will have been raised in heated greenhouses and the Ghanaian ones in the open sun.
What the idea of "food miles" does provide, however, is the chance to cut out Third World Countries from First World food markets. The number of miles traveled by our food should, as I see it, be regarded as a sign of the success of the global trade system, not a sign of damage to the environment.
Questions 26 to 29 are based on the passage you have just heard.
26. Why is the Food Commission angry？
27. What does the phrase "food miles" mean according to the passage？
28. What does the speaker try to explain by comparing tomatoes raised in Britain and in Ghana？
29. Who is most probably giving this talk？
(33)
A．It finds some imported goods cause environmental damage.
B．UK wastes a lot of money importing food products.
C．It thinks people waste energy buying food from other countries.
D．Growing certain vegetables causes environmental damage.
The Power of Words: Advertising Tricks
The effect that words can have is incredible: to inform, persuade, hurt or ease pain, end war or start one killing thousands or even millions of people. They can get your point across, or destroy any hope of your ideas ever being understood. A major element of advertising is the words, which ones and in what order. The following is several of the specific tricks that are commonly used in advertising.
Black/White Trick
The black/white, or either/or, trick is making a statement that provides insufficient options to your argument. "Love it or leave it" was a big slogan of the 1960s, and it sounds logical. Nevertheless, it provides no other possible options, such as" Love it, or don't love it, stay or not, you don't have to agree with me if you don't want to. "
The reason this fallacy is often called the black/white fallacy is that it denies any other choices on an issue or idea. Using it gives the impression that everything can be seen in terms of yes or no, true or false, on or off, with no maybes or both true and false depending on circumstances allowed. This fallacy is particularly popular and effective in slogans like" Love it or leave it", "If you're not for me, you're against me", "My country, right or wrong". Note that all of the above actually have other options, but the statements do not allow for them.
A common way in which this trick is used in advertising is by presenting two situations, one with the product and 'the other without. The one with the product shows circumstances that the advertiser presumes the target audience would like to be in, and vice versa for the situation without the product. For example, you have two groups of people: the first is young, beautiful, fit, happy, fun-loving and active; the second is old, ugly, miserable, and passive. The first uses the product; the second doesn't. The assumption is that the purchase of the product makes you a member of the first, that the absence of the product makes you the second. Since most people would rather be the first, and the product is a part of being the first, then people should buy the product. And they do.
Genetic Fallacy
The genetic fallacy makes a prediction about something based on where it came from or its origins. For example, saying" He wouldn't do that--he's from a good family" is making a genetic fallacy. "You can't expect any better from her--she's from the slums" is also using a genetic fallacy. Note that in neither case is there any reference to the individual's personal abilities or lack thereof; only to where they came from. In advertising, this fallacy is used often: "If it's made by [company],it must be good" is an example.
Weasel(含糊其辞的)Words
Weasel words are those words that are tossed into a sentence that change the actual meaning of the sentence while leaving an impression that is different. It's the easiest way to avoid having to take any responsibility for anything you say, or seem to say. For example, the sentence "Our canned corn is as good as fresh cooked corn". The impression given is that the canned corn is as good (whatever that means) as corn on the cob(玉米穗轴) right off the stalk. However, the phrase contains a weasel word:" cooked". Thus, the sentence actually says that the canned corn is as good as corn that has been cooked; now you need to cook it again to serve it. Note the sentence does not say that the canned corn is as good as fresh corn; it's as good as fresh cooked corn.
A favorite weasel word is one of the shortest: if. "If the whole wide world can enjoy [use, buy, desire, etc.] [whatever the product is], then so can you" says absolutely nothing about the product, or even if anyone at all enjoys [uses, buys, desires, etc.] the product. It simply says "if", applied to a totally hypothetical, nonexistent state of being.
Another common way o
A．Y
B．N
C．NG
Marketing on the other hand focuses on the wants of consumers. It begins with first analyzing the preferences and demands of consumers and then producing goods that will satisfy them. This eye-on-the-consumer approach is known as the marketing concept, which simply means that instead of trying to sell whatever is easiest to produce or buy for resale, the makers and dealers first try to find out what the consumer wants to buy and then go about making it available for purchase.
This concept does not imply that business is benevolent (慈善的) or that consumer satisfaction is given priority over profit in a company. There are always two sides to every business transaction — the firm and the customer — and each must be satisfied before trade occurs. Successful merchants and producers, however, recognize that the surest route to profit is through understanding and meeting the needs of the consumers. A striking example of the importance of meeting the consumers' needs happened in mid-1985, when Coca-Cola changed the flavor of its drink. The non-acceptance of the new flavor by a significant portion of the pubs brought about a prompt restoration of the Classic Coke, which was then marketed alongside the new. King Customer ruled!
(1)To put it in a simpler way, the marketing concept is（）.
A、 a kind of persuasive salesmanship
B、an effort to turn goods into money
C、a customer-centered approach
D、a surest way to greater profit
(2)According to the passage, most industries in the near past focused on（）.
A、the demands of the market
B、the efficiency of production
C、the preferences of consumers
D、the satisfaction of consumers
(3)The author used the example of Coca-Cola to show（）.
A、both the firm and the customers must be satisfied before trade occurs
B、a new product is hard to be accepted by the majority of the consumers
C、 Classic Coke is much better than the new flavor produced by Coca-Cola
D、a product must be designed to satisfy the demands of most consumers
(4)Which of the following statements is true according to the passage?（）
A、A business produces goods only because they want to satisfy the needs of the public.
B、 Consumer satisfaction is always the most important factor for producers to consider.
C、Both consumer satisfaction and persuasive salesmanship serve producers' pursuit of profit.
D、Producers and merchants are very benevolent in that they focus on consumers' satisfaction.
(5)The phrase "to move as much of these goods as possible" in Paragraph 1 means（）.
A、to sell the largest possible amount of goods
B、to make the goods as attractive as possible
C、to produce the goods as efficiently as possible
D、to focus greatly on the needs of the consumers
Every Dog Has His Say
Kimiko Fukuda always wondered what her dog was trying to say．Whenever she put on makeup，it would pull at her sleeve．________ （1）．When the dog barks，she glances at a small electronic gadget（装置）．The following“human”translation appears on its screen：“Please take me with you”“I realized that’s how he was feeling．"says Fukuda．
The gadget is called Bowlingual，and it translates dog barks into feelings．People laughed when the Japanese toymaker Takara Company made the world’s first dog—human translation machine in 2002．But 300，000 Japanese dog owners bought it．________ （2）．
“Nobody else had thought about it，”said Masahiko Kajita，who works for Takara．“We spend so much time training dogs to understand our orders；what would it be like if we could understand dogs？”
Bowlingual has two parts．________ （3）． The translation is done in the gadget using a database containing every kind of bark．
Based on animal behavior. research，these noises are divided into six categories：happiness，sadness，frustration，anger，declaration and desire．________ （4）． In this way，the database scientifically matches a bark to an emotion，which is then translated into one of 200 phrases．
When a visitor went to Fukuda’s house recently，the dog barked a loud“bow wow ”________ （5）．It was followed by“I’m stronger than you”as the dog growled and sniffed（嗅）at the visitot．
The product will be available in US pet stores this summer for about US$120 It can store up to 100 barks，even recording the dog’s emotions when the owner is away．
A．A wireless microphone is attached to the dog’s collar，which sends information to the gadget held by the owner．
B．Nobody really knows how a dog feels
C．This translated as“Don’t come this way”
D．More customers are expected when the English version is launched this summer．
E．Now，the Japanese girl thinks she knows．
F．Each one of these emotions is then linked to a phrase like“Let’s play”，“Look at me”，or“Spend more time with me”
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