Last week Adele's second album, 21, sold 257,000 copies in the UK, a sales figure that would look incredible as an opening sales week for any album by any global superstar. The fact that the album was celebrating its 10th week at No.1, and that each of the previous nine weeks it had sold over 100,000 copies, makes what Adele has achieved look miraculous. The last female singer to spend that long at No.1 in the UK was Madonna in 1990 with her greatest hits compilation, The Immaculate Collection.
For Adele, the success of 21 is part of a perfect storm of talent, timing and a connection that went beyond gender, age and credibility. But what does it say about the state of the music industry? Does Adele's success signal a return to the MOR(适合大众口味的音乐) musical depression, when the likes of James Blunt dominated the charts? Her success may well lead to a great many similar acts aiming for an MOR audience, but that's more the fault of an industry desperate to recreate any kind of success by creating poor copies until the world shouts "stop now".
What seems to have set Adele apart is her apparent ordinariness, besides that incredible voice. While Gaga parades around in a dress made of meat and Beyonce orbits a world out of touch to the majority of most human beings, Adele's chain-smoking, girl-you'd-like-to-go-to-the-pub-with persona stands out. Even for a British act, her ordinariness goes against trend, with fellow Jessie J adopting a very American habit of over-emoting, talking about a "journey" and making the idea of being a pop star seem fairly difficult.
It's this universality and broad appeal that's helped her translate talent into sales. While the first single from 21, Rolling in the Deep, appealed to Radio 1 listeners and bloggers, the second single, Someone Like You, is so successful that silenced the grand O2 Arena during this year's Brit Awards. The press can write pages and pages in that there's enough of a connection of musicians – Rick Rubin worked on the album, there's a cover of the Cure, Mumford & Sons were an influence – while the gossip magazines have been excited by the fact that the album is one long break-up record, eager to find the ex.
In 1990, Madonna was a global superstar with a back catalogue of era-defining hits to her name. She was untouchable and, tellingly, unknowable. She was (and still is) a megastar, but a megastar of a different age. These days, we want to know a bit more about our artists; that they have relationship problems, walk their dog. Her selling point and appeal is precisely the fact that she exists at the point between everyday ordinariness and pop star.
For now, Adele's success should be celebrated, especially for becoming an unlikely global star on her own terms. The danger is that we're headed for a lot of fairly boring pop, a situation that led to the "birth" of Gaga a few years back. Pop goes in cycles and it feels like we're headed back towards the very middle of MOR.
【小题1】Adele’s achievement seems unbelievable for the reason that ____________.

Last week Adele's second album, 21, sold 257,000 copies in the UK, a sales figure that would look incredible as an opening sales week for any album by any global superstar. The fact that the album was celebrating its 10th week at No.1, and that each of the previous nine weeks it had sold over 100,000 copies, makes what Adele has achieved look miraculous. The last female singer to spend that long at No.1 in the UK was Madonna in 1990 with her greatest hits compilation, The Immaculate Collection.

For Adele, the success of 21 is part of a perfect storm of talent, timing and a connection that went beyond gender, age and credibility. But what does it say about the state of the music industry? Does Adele's success signal a return to the MOR(适合大众口味的音乐) musical depression, when the likes of James Blunt dominated the charts? Her success may well lead to a great many similar acts aiming for an MOR audience, but that's more the fault of an industry desperate to recreate any kind of success by creating poor copies until the world shouts "stop now".

What seems to have set Adele apart is her apparent ordinariness, besides that incredible voice. While Gaga parades around in a dress made of meat and Beyonce orbits a world out of touch to the majority of most human beings, Adele's chain-smoking, girl-you'd-like-to-go-to-the-pub-with persona stands out. Even for a British act, her ordinariness goes against trend, with fellow Jessie J adopting a very American habit of over-emoting, talking about a "journey" and making the idea of being a pop star seem fairly difficult.

It's this universality and broad appeal that's helped her translate talent into sales. While the first single from 21, Rolling in the Deep, appealed to Radio 1 listeners and bloggers, the second single, Someone Like You, is so successful that silenced the grand O2 Arena during this year's Brit Awards. The press can write pages and pages in that there's enough of a connection of musicians – Rick Rubin worked on the album, there's a cover of the Cure, Mumford & Sons were an influence – while the gossip magazines have been excited by the fact that the album is one long break-up record, eager to find the ex.

In 1990, Madonna was a global superstar with a back catalogue of era-defining hits to her name. She was untouchable and, tellingly, unknowable. She was (and still is) a megastar, but a megastar of a different age. These days, we want to know a bit more about our artists; that they have relationship problems, walk their dog. Her selling point and appeal is precisely the fact that she exists at the point between everyday ordinariness and pop star.

For now, Adele's success should be celebrated, especially for becoming an unlikely global star on her own terms. The danger is that we're headed for a lot of fairly boring pop, a situation that led to the "birth" of Gaga a few years back. Pop goes in cycles and it feels like we're headed back towards the very middle of MOR.

1.Adele’s achievement seems unbelievable for the reason that ____________.

A．the sales of her second album achieved an incredible success last week in the UK

B．her second album ranked first in a row with the incredible average sales per week

C．Madonna was the last female singer in the UK to stay at No. 1 as long as she did

D．she is such an ordinary singer with so fascinating a voice in the music industry

2.According to the author, the success of Adele’s second album __________________.

A．to a large extent depends on her apparent talent for music

B．is because of her extraordinariness and the wonderful voice

C．lies in gift, timing and something beyond sex, age and trust

D．is largely due to the state of the music industry currently

3.Compared with other female pop stars, what does the author think of Adele?

A．She stands out in a totally different way from Gaga and Beyonce.

B．She and Madonna are contemporary megastars in music.

C．Only she and Madonna spent that long at No.1 in the UK.

D．Jessie J and she both have an American habit of expressing themselves.

4.What helped Adele successfully turned her gift of singing into sales?

A．Her musical talent.

B．The joint work of musicians in the album.

C．Her incredible voice.

D．Her universality and broad appeal.

5.The author thinks that the current musical trend in the UK is _______________.

A．satisfying          B．disappointing       C．dangerous         D．desperate

Last week Adele's second album, 21, sold 257,000 copies in the UK, a sales figure that would look incredible as an opening sales week for any album by any global superstar. The fact that the album was celebrating its 10th week at No.1, and that each of the previous nine weeks it had sold over 100,000 copies, makes what Adele has achieved look miraculous. The last female singer to spend that long at No.1 in the UK was Madonna in 1990 with her greatest hits compilation, The Immaculate Collection.
For Adele, the success of 21 is part of a perfect storm of talent, timing and a connection that went beyond gender, age and credibility. But what does it say about the state of the music industry? Does Adele's success signal a return to the MOR(适合大众口味的音乐) musical depression, when the likes of James Blunt dominated the charts? Her success may well lead to a great many similar acts aiming for an MOR audience, but that's more the fault of an industry desperate to recreate any kind of success by creating poor copies until the world shouts "stop now".
What seems to have set Adele apart is her apparent ordinariness, besides that incredible voice. While Gaga parades around in a dress made of meat and Beyonce orbits a world out of touch to the majority of most human beings, Adele's chain-smoking, girl-you'd-like-to-go-to-the-pub-with persona stands out. Even for a British act, her ordinariness goes against trend, with fellow Jessie J adopting a very American habit of over-emoting, talking about a "journey" and making the idea of being a pop star seem fairly difficult.
It's this universality and broad appeal that's helped her translate talent into sales. While the first single from 21, Rolling in the Deep, appealed to Radio 1 listeners and bloggers, the second single, Someone Like You, is so successful that silenced the grand O2 Arena during this year's Brit Awards. The press can write pages and pages in that there's enough of a connection of musicians – Rick Rubin worked on the album, there's a cover of the Cure, Mumford & Sons were an influence – while the gossip magazines have been excited by the fact that the album is one long break-up record, eager to find the ex.
In 1990, Madonna was a global superstar with a back catalogue of era-defining hits to her name. She was untouchable and, tellingly, unknowable. She was (and still is) a megastar, but a megastar of a different age. These days, we want to know a bit more about our artists; that they have relationship problems, walk their dog. Her selling point and appeal is precisely the fact that she exists at the point between everyday ordinariness and pop star.
For now, Adele's success should be celebrated, especially for becoming an unlikely global star on her own terms. The danger is that we're headed for a lot of fairly boring pop, a situation that led to the "birth" of Gaga a few years back. Pop goes in cycles and it feels like we're headed back towards the very middle of MOR

1. 1.

   Adele’s achievement seems unbelievable for the reason that ____________

   1. A.
      the sales of her second album achieved an incredible success last week in the UK
   2. B.
      her second album ranked first in a row with the incredible average sales per week
   3. C.
      Madonna was the last female singer in the UK to stay at No. 1 as long as she did
   4. D.
      she is such an ordinary singer with so fascinating a voice in the music industry
2. 2.

   According to the author, the success of Adele’s second album __________________

   1. A.
      to a large extent depends on her apparent talent for music
   2. B.
      is because of her extraordinariness and the wonderful voice
   3. C.
      lies in gift, timing and something beyond sex, age and trust
   4. D.
      is largely due to the state of the music industry currently
3. 3.

   Compared with other female pop stars, what does the author think of Adele?

   1. A.
      She stands out in a totally different way from Gaga and Beyonce
   2. B.
      She and Madonna are contemporary megastars in music
   3. C.
      Only she and Madonna spent that long at No.1 in the UK
   4. D.
      Jessie J and she both have an American habit of expressing themselves
4. 4.

   What helped Adele successfully turned her gift of singing into sales?

   1. A.
      Her musical talent
   2. B.
      The joint work of musicians in the album
   3. C.
      Her incredible voice
   4. D.
      Her universality and broad appeal
5. 5.

   The author thinks that the current musical trend in the UK is _______________

   1. A.
      satisfying
   2. B.
      disappointing
   3. C.
      dangerous
   4. D.
      desperate

Not until he left his home _____ to know how important the family was for him.

We can see how the product life cycle works by looking at the introduction of instant coffee. When it was introduced，most people did not like it as well as “regular” coffee and it took several years to gain general acceptance (introduction stage)．At one point，though，instant coffee grew rapidly in popularity and many brands were introduced (stage of rapid growth)．After a while people became attached to one brand, sales leveled off (stage of maturity)．Sales went into a slight decline (衰退) when freeze-dried coffees were introduced (stage of decline)．

The importance of the product life cycle to marketers is this：Different stages in the product life cycle call for different strategies. The goal is to extend product life so that sales and profits do not decline. One strategy is called market modification. It means that marketing managers look for new users and market sections. Did you know，for example，that the backpacks that so many students carry today were originally designed for the military?

Market modification also means searching for increased usage among present customers or going for a different market，such as senior citizens. A marketer may re-position the product to appeal to new market sections.

Another product extension strategy is called product modification. It involves changing product quality，features，or styles to attract new users or more usage from present users. American auto manufacturers are using quality improvement as one way to recapture (夺回)world markets. Note，also，how auto manufacturers once changed styles dramatically from year to year to keep demand from falling.

56. According to the passage，when people grow fond of one particular brand of a product，its sales will_______ .

A. decrease gradually                                 B．become unstable

C. improve enormously                       D．remain at the same level

57. The first paragraph tells us that a new product is_______ .

A．usually introduced to satisfy different tastes

B．often more expensive than old ones

C．often inferior to old ones at first

D．not easily accepted by the public

58. Marketers need to know which of the four stages a product is in so as to______.

A．work out marketing policies

B．promote its production

C．increase its popularity

D．speed up its life cycle

59. The author mentions the example of “backpacks” to show the importance of_______ .

A．increasing usage among students

B．pleasing the young as well as the old

C．exploring new market sections

D．serving both military and civil needs

60. In order to recover their share of the world market，US auto makers are_______ .

A．improving product quality

B．re-positioning their product in the market

C．modernizing product styles

D．increasing product features