“ONLY A COKE WILL DO”

“We don’t necessarily believe that new advertising, which might make consumers feel better about the Coke brand or better about the ads themselves, will actually result in consumers consuming more of the product,” Morgan Stanley’s Bill Pecoriello wrote in a research note the day after the investor meeting. But Coke is optimistic it can regain its old magic, and is banking on a new slogan: “Welcome to the Coke side of life.”

BREAKTHROUGH HIT?

With PepsiCo about to surpass Coke as the beverage king on Wall Street – Pepsi’s market capitalization has soared in recent years to $97.9 billion, putting it less than a billion dollars behind its rival(对手) – the heat is on Coke. It’s set to launch a new marketing campaign in March, 2006. And having taken a quick look at Coke’s investor presentation on Dec. 7 in New York, my sense is that Coke may be moving in the right direction.

Given the continued shift by consumers away from soda – Coke’s stronghold – and into alternative beverages like juice, tea and water, Coke badly needs a breakthrough hit. And given that shift away from soda, some analysts wonder whether even the catchiest new ads will be enough to put the fizz back into Coke.

SAME OLD, UPDATED.

The new flavors of PowerAde sports drink will probably enable Coke to continue stealing market share from PepsiCo’s Gatorade brand. And Coke is getting a little more creative with packaging, including new, aluminum bottles of Coke that will be sold in nightclubs, and an 8.4-ounce “100 calorie” version of its flagship Coke that will appeal to women who want fewer calories and will like the fact that the small can will fit in their purse. I doubt whether other new products will be successful, including a new coffee-flavored soda called Coke-Cola Blak that I tried. Think carbonated coffee. But I’m not sure if the product, which Coke is pitching as an afternoon pick-me-up for the 35-and-over set, is going to pull people away from their afternoon Frappucino fix. And my opinion is that Vault, an orange-flavored energy drink, will have just as much trouble unseating Mountain Dew among teens as did Coke’s last attempt, a product called Surge.

If there is one concern I have about the fresh offerings Coke plans to launch this year, it appears that many of them are simply new brands, not new products.

68.According to the passage, we can know that ____.

A. Coke mainly depends on new products recently

B. nowadays Coke is comparatively less popular

C. PepsiCo has taken the place of Coke

D. Coke has few new brands

69.The underlined word “soared” means ____.

A. achieved     B. dropped     C. increased     D. failed

70.When the middle-aged people feel tired, what would they prefer to drink in order to continue their work?

A. Vault.     B. Surge.     C. Coke-Cola Blak     D. Frappucino.

71.What is the best title of the passage?

A. Troubles in Coke Company

B. Varieties of New Products

C. The Importance of New Advertisements

D. The Relationship Between Coke and Pepsi

书面表达 (满分15分)

请你根据下面的图画和画中的单词提示，写一篇短文。

要求：1.词数110左右；2.文中不能出现真实姓名。

注意： 内容充实，文章连贯，条理清楚。

The traffic rule says young children under the age of five and _______ less than 25 kilograms must be in a child safety seat.

The concert by Lang Lang was so well_______ that all the tickets had been sold out on the first three days last month.(成都市)

      A. received    B. recognized  C. admitted     D. taken

 “ONLY A COKE WILL DO”

“We don’t necessarily believe that new advertising, which might make consumers feel better about the Coke brand or better about the ads themselves, will actually result in consumers consuming more of the product,” Morgan Stanley’s Bill Pecoriello wrote in a research note the day after the investor meeting. But Coke is optimistic it can regain its old magic, and is banking on a new slogan: “Welcome to the Coke side of life.”

BREAKTHROUGH HIT?

With PepsiCo about to surpass Coke as the beverage king on Wall Street – Pepsi’s market capitalization has soared in recent years to $97.9 billion, putting it less than a billion dollars behind its rival(对手) – the heat is on Coke. It’s set to launch a new marketing campaign in March, 2006. And having taken a quick look at Coke’s investor presentation on Dec. 7 in New York, my sense is that Coke may be moving in the right direction.

Given the continued shift by consumers away from soda – Coke’s stronghold – and into alternative beverages like juice, tea and water, Coke badly needs a breakthrough hit. And given that shift away from soda, some analysts wonder whether even the catchiest new ads will be enough to put the fizz back into Coke.

SAME OLD, UPDATED.

The new flavors of PowerAde sports drink will probably enable Coke to continue stealing market share from PepsiCo’s Gatorade brand. And Coke is getting a little more creative with packaging, including new, aluminum bottles of Coke that will be sold in nightclubs, and an 8.4-ounce “100 calorie” version of its flagship Coke that will appeal to women who want fewer calories and will like the fact that the small can will fit in their purse. I doubt whether other new products will be successful, including a new coffee-flavored soda called Coke-Cola Blak that I tried. Think carbonated coffee. But I’m not sure if the product, which Coke is pitching as an afternoon pick-me-up for the 35-and-over set, is going to pull people away from their afternoon Frappucino fix. And my opinion is that Vault, an orange-flavored energy drink, will have just as much trouble unseating Mountain Dew among teens as did Coke’s last attempt, a product called Surge.

If there is one concern I have about the fresh offerings Coke plans to launch this year, it appears that many of them are simply new brands, not new products.

68.According to the passage, we can know that ____.

A. Coke mainly depends on new products recently

B. nowadays Coke is comparatively less popular

C. PepsiCo has taken the place of Coke

D. Coke has few new brands

69.The underlined word “soared” means ____.

A. achieved     B. dropped     C. increased     D. failed

70.When the middle-aged people feel tired, what would they prefer to drink in order to continue their work?

A. Vault.     B. Surge.     C. Coke-Cola Blak     D. Frappucino.

71.What is the best title of the passage?

A. Troubles in Coke Company

B. Varieties of New Products

C. The Importance of New Advertisements

D. The Relationship Between Coke and Pepsi

National Geographic Society

17 TH and M Streets N.W., Washington D.C．20036 U.S.A.

The year is 1991．But just for a moment you will feel the centuries roll back.

Close your eyes and you can almost see Charlemagne kneeling to receive his crown as Holy Roman Emperor.

Or an ageing Michelangelo standing in the middle of rubble （碎石）, staring at the still unbuilt, sky-size dome （圆顶大厦）above.

You are in St. Peter’s Basilica, heart of one of the most attractive nations in the world …

Dear friend,

Every now and then, you visit a place that leaves a lasting impression – and memories that remain long after you’ve returned home. The Vatican is one of those unforgettable places.

As a devoted traveler, I have always believed that there is no replacement for being there. That is, before I saw National Geographic’s new volume （书卷）with my own eyes.

Inside the Vatican

In some ways it’s better than being there. Two experienced Geographic staff members – award-winning photographer James Stansfield and writer Bart Mcdowell – show you a side of the Vatican that you could never see if you were to visit as an ordinary tourist.

You’ll view sights and treasures that only a few are ever allowed to observe, and have extraordinary opportunity to be close to the Vatican’s museums and ceremonies, and to the people who live and work there.

Examine this magnificent volume – free in your home

You’re invited to reserve this attractive new volume now. Simply return the enclosed Reservation Card and your edition will be shipped for your free examination.

Send no money. I’m confident that once you see this amazing book, you won’t be able to put it down! INSIDE THE VATICAN offers you and your family many hours of delight and attraction.

With no risk, and no requirement to buy, why not take a moment now while you’re thinking of it – and mail the enclosed card?

We look forward to having you join us on this unusual journey.

Sincerely,

Michela English

P.S. Remember, too, that this beautiful volume is a perfect gift for anyone who loves travel, history, or art. But it’s available only by direct order through the society.

53．The part before the letter ________.

A．describes ancient Roman Emperor Charlemagne

B．introduces Vatican City, the independent state in Europe

C．tells about the famous Italian scientist and artist Michelangelo

D．gives an imaginary picture of the grandness of National Geographic Society

54．‘Dear Friend’ is used as a greeting because the writer ________.

A．and the reader know each other very well

B．and the reader have heard about each other

C．would like the reader to trust her

D．would like to get to know the reader

55．What the writer introduces to the reader is based on the volume’s ________.

A．quality of presentation            B．importance of sales

C．historical value                  D．value to collectors

56．The book will appeal to ________.

    A．the recipient （接受者）          B．the recipient, his wife and children

    C．art historians                    D．traveling salesmen

Many provinces in China were attacked by such terrible snowstorms this early winter ______ few people had experienced before, ______ made us worry about global climate changes.

     A．that; that            B．as; which      C．which; it        D．when; as

_______the match is lost? We can fight again!

       A．Even though   B．What though   C．If though  D．As though

According to the law, it is _____ get your driving license．

       A．not until you’re eighteen can you     B．until you’re eighteen that you can’t

       C．not until you’re eighteen that you can   D．until you’re eighteen when you can’t

 Shy people often avoid situations _________ require close contact with other people.

A. that 　            B. what                 C. when 　          D. where