How can you build more word-of-mouth advertising (口碑广告)? In other words, why would your customers want to talk to their friends about their experience of doing business with you?
When you perform your service or deliver your product competently (出色地), you are just doing what the customer expects. In order to increase the number of the customers who want to share their good experience with their friends, you must make your service impressive, going beyond what is expected.
Recently my daughter Dawn and I had lunch with my team members at the Campbell House. The food and service were truly excellent. My daughter asked for her leftovers (剩菜) to be packed. They were returned to her in aluminum foil (铝箔) shaped like a swan(天鹅). Guess what she talked about when she got home? How much more do you think it cost the Campbell House to produce that “Wow!” experience? Answer —not a cent!
Disneyland should be an inspiration to us all in providing a “Wow!” experience. What do people talk to their friends about when they come home? “You should have seen how clean that park was! With all of the people there, it’s unbelievable! There’s not even a gum wrapper on the ground!” Walt Disney understood that cleanliness is marketing.
【小题1】According to the passage, customers would like to share their good experience with their friends if ______.
| A．what they need is provided on time |
| B．the price of the service is low enough |
| C．the service is better than they expected |
| D．the after-sale service is good enough |
| A．Disappointed and angry. | B．Excited and crazy. |
| C．Worried and unhappy. | D．Surprised and pleased. |
| A．it is always possible to satisfy all of the customers |
| B．sometimes it is easy to provide a good experience |
| C．most customers are easy to do business with |
| D．the service should be as cheap as possible |
【小题1】C
【小题2】D
【小题3】B
解析试题分析：文章介绍怎样可以得到口口相传的广告效应，消费者得到的服务超出了他们的预期，就会和别人分享，行业不要花一分钱就可以得到这个效果。
【小题1】细节题：从第二段的句子：In order to increase the number of the customers who want to share their good experience with their friends, you must make your service impressive, going beyond what is expected. 可知如果服务超出了顾客的预期，他们会和别人分享的，选C
【小题2】推理题：从第三段的句子：. They were returned to her in aluminum foil (铝箔) shaped like a swan(天鹅). Guess what she talked about when she got home? How much more do you think it cost the Campbell House to produce that “Wow!” experience? Answer —not a cent!可知Dawn 看见包好的剩菜的时候，很惊讶也高兴，选D
【小题3】句意理解题：这句话的意思是：一些行业不要花一分钱就得到这种口口相传的广告，所以是很容易的，选B
考点：考查社会现象类短文
科目：高中英语 来源： 题型：阅读理解
Pop stars today enjoy what once only belonged to the royalty(皇室)．Wherever they go，people turn out in their thousands to greet them.The crowds go wild trying to catch a brief glimpse of their smiling，colorfully dressed idols.The stars are transported in their chauffeur driven Rolls Royces，private helicopters or executive aeroplanes.They are surrounded by a permanent entourage(随从)of managers，press agents and bodyguards.Photographs of them appear regularly in the press and all their comings and goings are reported，for，like royalty，pop stars are news.If they enjoy many of the privileges of royalty，they certainly share many of the inconveniences as well.It is dangerous for them to make unscheduled appearances in public.They must be constantly shielded from the adoring crowds who idolize them.They are no longer private individuals，but public property.The financial rewards they receive for this sacrifice cannot be calculated，for their rates of pay are great.
And why not？Society has always rewarded its top entertainers lavishly.The great days of Hollywood have become legendary：famous stars enjoyed fame，wealth and adulation(奉承)on an all time scale.By today's standards，the excesses of Hollywood do not seem quite so spectacular.A single gramopphone record nowadays may earn much more in royalties than the films of the past ever did.The competition for the title“Top of the Pops”is fierce，but the rewards are truly huge.
It is only right that the stars should be paid in this way.Don't the top men in industry earn enormous salaries for the service they perform to their companies and their countries？Pop stars earn vast sums in foreign currency—often more than large industrial companies—and the taxman can only be grateful for their massive annual contributions to the exchequer(国库)．So who would begrudge them their rewards?
It's all very well for people in boring jobs to complain about the successes and rewards of others.People who make envious remarks should remember that the most famous stars represent only the tip of the iceberg.For every famous star，there are hundreds of others struggling to earn a living.A man working in a steady job and looking forward to a pension at the end of it has no right to expect very high rewards.He has chosen security and peace of mind，so there will always be a limit to what he can earn.But a map who attempts to become a star is taking enormous risks.He knows at the outset that only a handful of competitors ever get to the very top.He knows that years of concentrated effort may be rewarded with complete failure.But he knows，too，that the rewards for success are very high indeed：they are the payback for the huge risks involved and once he makes it，he will certainly earn them.That's the essence of private enterprise.
【小题1】The author develops the passage mainly by ________.
| A．comparing different ideas |
| B．giving explanations |
| C．inferring |
| D．listing typical examples |
| A．be jealous of | B．be satisfied with |
| C．be anxious about | D．be crazy about |
| A．He who laughs last laughs best. |
| B．If you venture nothing，you will gain nothing. |
| C．He who makes no mistakes makes nothing. |
| D．Success belongs to the persevering. |
| A．People are blind in idolizing stars. |
| B．There is fierce competition in becoming pop stars. |
| C．The government taxes pop stars very little. |
| D．Pop stars' life is more luxurious than that of royalty. |
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科目：高中英语 来源： 题型：阅读理解
“How to Train Your Dragon” by British author Cressida Cowell is one of the best pieces of children’s literature. A child can make a whole alternative universe with a vivid imagination and Toothless, the hero’s hunting dragon, thus turning a rainy day into an adventure of a lifetime. However, if you have never read the book but instead choose to see the film version, you might think you were seeing a new-age war movie meant for adults rather than children.
Let’s look at “Where the Wild Things Are” for further discussion. The story centers around a lonely eight-year-old boy named Max, who sails away to an island. Creatures living there declare Max their king.
What an amazing piece of children’s literature! A treasure for every child’s library. Yet, children were crying in the movie theatre. Owls were falling from the sky, chicken’s arms were being torn off, and a child was running around a dark abandoned world fighting evil as the only human. It was almost as if Hollywood could not imagine children enjoying a movie for its basic literature content. Hollywood might be right. But more and more its audiences are complaining that there is an increased amount of violence in children’s stories today than in the past.
While there appears to be a trend in our society to make more violence more accessible to younger children, books and literature are generally an exception. I truly believe that children’s literature has become more vivid, and more colorful. This is a great treasure for the children, and is certainly not violent. What has changed the children’s stories of today is not the writers, but the film industry. In some way, children’s literature is just being strangely twisted. I wonder how much influence the author have over this.
【小题1】The Text is mainly about ________.
| A．two good books for children |
| B．how a book is adapted into a film |
| C．whether children should go to movies |
| D．whether children’s literature is getting more violent |
| A．moving | B．frightening | C．interesting | D．amazing |
| A．the film industry’s treatment of children’s literature is wrong |
| B．writers should provide more colorful works for children |
| C．there is an increase in violence in children’s literature |
| D．children should read books rather than see films. |
| A．By inferring. | B．By giving explanations. |
| C．By providing examples. | D．By making comparisons. |
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科目：高中英语 来源： 题型：阅读理解
It is not unusual for people to speak two or three languages; they’re known as bilinguals or trilinguals. Speakers of more than three languages are known as polyglots. And when we refer to people who speak many languages, perhaps a dozen or more, we use the term hyper-polyglot.
The most famous hyper-polyglot was Giuseppe Mezzofanti, a 19th century Italian cardinal, who was said to speak 72 languages. This claim sounds absurd. If you assume each language had 20,000 words, Mezzofanti would have to learn a word a minute, six hours a day, for eleven years—an impossible task. But Mezzofanti was tested by critics, and they were all impressed.
Did Mezzofanti have an extraordinary brain? Or are hyper-polyglots just ordinary people with ordinary brains who manage to do something extraordinary through hard work?
U.S. linguist Stephen Drashen believes that outstanding language learners just work harder at it and then they acquire unusually strong language ability. As an example, he mentions a Hungarian woman who worked as an interpreter during the 20th century. When she was 86, she could speak 16 languages and was still working on learning new languages. She said she learned them mostly on her own, reading fiction or working through dictionaries or textbooks.
Some researchers argue to the contrary. They believe that there is such a thing as a talent for learning languages. In the 1930s, a German scientist examined parts of the preserved brain of a hyper-polyglot named Emil Krebs, who could speak 60 languages fluently. The scientist found that the area of Krebs’s brain called Broca’s area, which is associated with language, looked different from the Broca’s area in the brains of men who speak only one language. However, we still don’t know if Krebs was born with a brain ready to learn dozens of languages or if his brain adapted to the demands he put on it.
Although it is still not clear whether the ability to learn many languages is in born, there’s no doubt that just about all of us can acquire skills in a second, third, or even fourth language by putting our mind to it.
【小题1】What does the underlined sentence imply?
| A．Mezzofanti could remember 360 words a day. |
| B．Mezzofanti had a special way to learn languages. |
| C．Mezzofanti’s achievement was ridiculous. |
| D．Mezzofanti language ability was astonishing. |
| A．good memory | B．unique brain | C．hard work | D．learning methods |
| A．had an unusual brain |
| B．was born with great talent |
| C．had worked hard at languages |
| D．expected too much of himself |
| A．it is not hard to learn foreign languages |
| B．hard work plays a part in language learning |
| C．there is no such thing as a talent for languages |
| D．hyper-polyglots have an inborn talent for language |
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科目：高中英语 来源： 题型：阅读理解
They once seemed more at home on the busy streets of Asia like Delhi, Calcutta and Bangkok but cycle powered rickshaws (人力车) can now be seen taking people across town in many European cities. Many people believe that rickshaws are a good way of experiencing a city close-up, while also cutting down on traffic jams and pollution. In Berlin, one of the first cities to introduce this new model of transport, more than 200 bike-taxis go along at 15km per hour, past many tourist attractions and city parks.
“It is completely environmentally friendly; we have new models with an engine to help the driver up the hills but they use renewable energy.” said a spokesman for VELOTAXI, the leading rickshaw company which has carried a quarter of a million people this year.
While the city still has 7,000 motor-taxis, rickshaw company officials say their taxis’ green ideas, speed and safety make them more than just a tourist attraction. While now increasingly out of fashion in Delhi, Berlin people have eagerly accepted the new fleet since their launch in 1997.
“It’s better than a taxi, better than a bus, better than the train,” said ULF Lehman, 36, as he leapt out of a rickshaw near the world famous Brandenburg gate. “It feels so free.”
“This is something out of the ordinary, you feel you are on holiday in Bangkok instead of Berlin,” said another traveler.
In Amsterdam, driver Peter Jancso said people like to be driven around in his bright yellow rickshaw and pretend to be a queen in a golden carriage. “I like my passengers to feel important,” he said as he dropped off another passenger. Another visitor noted how cheap it was compared with a normal taxi.
Although increasingly popular in Europe, it is the opposite in India, where hand-pulled rickshaws are considered inhuman and a symbol of India’s backward past.
Nearly 500 bike-rickshaws are running in London and are not required to pay the city’s road tax but things may change as other taxi drivers complain of unfair treatment.
【小题1】Where are rickshaws becoming more popular?
| A．Delhi, Berlin, Paris. | B．Berlin, Amsterdam, London. |
| C．Athens, London, Berlin. | D．Amsterdam, Bangkok, Delhi. |
| A．They have been banned because they are inefficient. |
| B．They are a reminder of a bad period in India’s history. |
| C．The streets of India are too crowded for them to move through easily. |
| D．Indians now prefer to travel by car because they are richer. |
| A．The passenger didn’t like taking a rickshaw as it reminded him of Bangkok. |
| B．The passenger was impressed when taking a rickshaw and considered it unusual. |
| C．The passenger enjoyed being on holiday in Berlin more than in Bangkok. |
| D．The passenger disapproved of rickshaws because they were not original to |
| A．He thinks they will reduce pollution |
| B．He believes they will be of no use. |
| C．He gives no personal opinion. |
| D．He thinks they are old-fashioned. |
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科目：高中英语 来源： 题型：阅读理解
Cause and effect is one way to explain things that happen around us. Many things happen because something caused or influenced them to happen. Sometimes it is hard to look at a cause and find out what causes the effect. It may help you to start with the effect and use your reasoning(推理的) skills. Think about all the things you know that could be reasons for the effect you can see.
For example, you may see someone putting on a heavy jacket. This is the effect. To look for a cause, think to yourself, “What would make someone put on a heavy jacket?” Maybe the person works in the penguin pen(企鹅圈养地) at a Sea World. Maybe the person is going to visit an ice skating rink where the air is kept very cold. All of these things could be a cause for putting on a heavy jacket.
Now, think about a second example. The effect is a boy named Abi has to go to the head teacher’s office. What are the possible causes? Maybe he bullied(欺负)another student. Maybe he is just being picked up early. Maybe he is being given a prize!
Here is another example for you to think about its cause and effect. Cait, 13, was trying to fall asleep when her 8-year-old brother,Doug, came into her room. He looked around a bit, but seemed really out of it. Then Doug went back into the hallway and stood there looking straight up at the hall light for quite a while. Little brothers can be very strange, this was really much too strange. Cait didn’t know what to do. Just then, Cait’s father appeared and explained that Doug was sleepwalking. What’s the cause and effect, could you tell?
【小题1】According to the second paragraph, which of the following is an effect?
| A．Someone will go outside into cold weather. |
| B．Someone works in the penguin pen. |
| C．Someone puts on a heavy jacket. |
| D．Someone will go to visit an ice skating rink. |
| A．He bullied another student. | B．He is going shopping. |
| C．He is being picked up early. | D．He is being given a prize. |
| A．He was going outside | B．He was reading a story. |
| C．He was leep walking. | D．He was looking for his dad. |
| A．Tony got up and had a glass of water. |
| B．We came home and found him sleeping. |
| C．The ball was lost and a window was broken. |
| D．Tim was late again and his teacher got angry. |
| A．Truth and lies | B．Work and sleep |
| C．Cause and effect | D．Life and dreams |
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科目：高中英语 来源： 题型：阅读理解
In the 19th century, there used to be a model of how to be a good person. There are all these torrents of passion flowing through you. Your job, as captain of your soul, is to erect dams to keep these passions in check. Your job is to just say no to laziness, lust, greed, drug use and the other sins.
These days that model is out of fashion. You usually can’t change your behavior by simply resolving to do something. Knowing what to do is not the same as being able to do it. Your willpower is not like a dam that can block the torrent of self-indulgence. It's more like a muscle, which tires easily. Moreover, you're a social being. If everybody around you is overeating, you’ll probably do so, too.
The 19th-century character model was based on an understanding of free will. Today, we know that free will is bounded. People can change their lives, but ordering change is not simple because many things, even within ourselves, are beyond our direct control.
Much of our behavior, for example, is guided by unconscious habits. Researchers at Duke University calculated that more than 40 percent of the actions we take are governed by habit, not actual decisions. Researchers have also come to understand the structure of habits—cue, routine, reward.
You can change your own personal habits. If you leave running shorts on the floor at night, that'll be a cue to go running in the morning. Don’t try to ignore your afternoon snack craving. Every time you feel the cue for a snack, insert another routine. Take a walk.
Their research thus implies a different character model, which is supposed to manipulate the neuralnetworks inside.
To be an effective person, under this model, you are supposed to coolly examine your own unconscious habits, and the habits of those under your care. You are supposed to devise strategies to alter the cues and routines. Every relationship becomes slightly manipulative, including your relationship with yourself. You're trying to arouse certain responses by implanting certain cues.
This is a bit disturbing, because the important habitual neural networks are not formed by mere routine, nor can they be reversed by clever cues. They are burned in by emotion and strengthened by strong yearnings, like the yearnings for admiration and righteousness.
If you think you can change your life in a clever way, the way an advertiser can get you to buy an air freshener, you’re probably wrong. As the Victorians understood, if you want to change your life, don’t just look for a clever cue. Commit to some larger global belief.
【小题1】Which of the following is the first-to-none element in the 19th-century character model?
| A．Action. | B．Capacity. | C．Resolution. | D．Enthusiasm. |
| A．one’s wished should be pondered before acting. |
| B．the comparison of free will to a dam is groundless. |
| C．it has been proved impractical and cannot hold true. |
| D．there were many other factors beyond one's control. |
| A．One’s behavior is tough to change. |
| B．Habit has an unidentified structure. |
| C．Habit plays a vital role in one's behavior. |
| D．Both habit and will power are of significance. |
| A．techniques to break old routines. |
| B．techniques to provide different physical cues. |
| C．cues to change all the former unconscious habits. |
| D．cues to manipulate the habitual neural responses. |
| A．can generate changes in one's life like what advertisers do. |
| B．highlights the neural and psychological aspects of habit change. |
| C．has been identified a new method of changing behavior perfectly. |
| D．has an advantage over others in dealing with emotional aspects of behavior. |
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科目：高中英语 来源： 题型：阅读理解
It's an annual argument. Do we or do we not go on holiday? My wife says no because we have no savings to save us. I say you only live once and we work hard and what's the point if you can't go on holiday. The joy of a recession (不景气) means no argument next year - we just won't go.
Since money is known to be one of the things most likely to bring a relationship to its knees, we should be grateful. For many families the recession means more than not booking a holiday A YouGov survey of 2, 000 people found 22% said they were arguing more with their partners because of concerns about money. A recent research shows arguments about money were especially damaging to couples.
Kim Stephenson, an occupational psychologist, believes money may be different things to men and women. “People can say the same things about money but have different ideas of what it's for.” he explains. “They'll say it's to save, to spend, for security, for freedom, to show someone you love them.” He says men are more likely to see money as a way of buying status and of showing their parents that they've achieved something.
“The biggest problem is that couples assume each other know what's going on with their finances, but they don't. There seems to be more of a taboo (禁忌) about talking about money than about death. But you both need to know what you're doing, who's paying what into the joint account and how much you keep separately. In a healthy relationship, you don't have to agree about money, but you have to talk about it.”
【小题1】What does the author say about going on holiday in Paragraph 1?
| A．It will cost them too much money. |
| B．Few people can afford it without working hard. |
| C．It makes all the hard work worthwhile. |
| D．It is the chief cause of family quarrels. |
| A．Money is often a symbol of a person's status. |
| B．Money means a great deal to both men and women. |
| C．Men and women spend money on different things. |
| D．Men and women view money in different ways. |
| A．put their money together instead of keeping it separately |
| B．discuss money matters to maintain a healthy relationship |
| C．make efforts to reach agreement on their family budgets |
| D．avoid arguing about money matters to remain romantic |
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