C

What do consumers really want? That’s a question market researchers would love to answer. But since people don’t always say what they think, marketers would need direct access to consumers’ thoughts to get the truth.

    Now, in a way, that is possible. At the “Mind of the Market” laboratory at Harvard Business School, researchers are looking inside shoppers’ skulls to develop more effective advertisements and marketing styles. Using imaging techniques that measure blood flow to various parts of the brain, the Harvard team hopes to predict how consumers will react to particular products and to discover the most effective ways to present information. Stephen Kosslyn, a professor of psychology at Harvard, and business school professor Gerald Zaltman, oversee the lab. “The goal is not to influence people’s preferences,” says Kosslyn, “just to speak to their actual desires."

    The group’s findings, though still preliminary (初步的), could change how firms develop and market new products. The Harvard group use position emission tomography (PET) scans to monitor the brain activity. These PET scans, along with other imaging techniques, enable researchers to see which parts of the brain are active during specific tasks(such as remembering a word).Correlations (相互关系) have been found between blood flow to specific areas and future behavior. Because of this, Harvard researchers believe the scans can also predict future purchasing patterns. According to an unpublished paper the group produced, “It is possible to use these techniques to predict not only whether people will remember and have specific emotional reactions to certain materials, but also whether they tend to want those materials months later.”

The Harvard group is now moving into the next stage of experiments. They will explore how people remember advertisements as part of an effort to predict how they will react to a product after having seen an ad. The researchers believe that once key areas of the brain are identified, scans on about two dozen volunteers will be enough to draw conclusions about the reactions of specific sections of the population. Large corporations-including Coca Cola, Eastman Kodak, General Motors, and Hallmark-have already signed up to fund further investigations.

    For their financial support, these firms gain access to the experiments but cannot control them．If Kosslyn and Zahman and their team really can read the mind of the market, then consumers may find it even harder to get those advertising jingles-out of heir heads.

66. Which of the following statements can be the best title for this passage?

A. Reading the Mind of the Market.    

B. Influencing the Customers’ Choice.

C. Influencing the Style of Advertising.      

D. Experimenting with the Way to Foretell

67. Why do the Harvard researchers use scientific technology in the experiments?

A. Because they want to find a better way to persuade people into purchasing patterns in the future in the different market.

B. Because they don’t trust the findings already done by other researchers.

C. Because they want to see how particular products can influence consumers and find out the most effective ways to advertise.

D.Because they think the marketing strategies can actually be changed after the experiments.

68. According to the passage, which of the following is NOT true?

A. People sometimes hide their true feelings when questioned by the marketing surveyors.

B. Stephen Kosslyn and Gerald Zaltman are in charge of the experiment and think ill of the study.

C. Harvard researchers have found some relation between people’s brain and future behavior.

D. Many large companies finance the Harvard group’s further investigations.

69. What does “to speak to” in the 2nd paragraph mean?

   A. To communicate with. B. To say to.     C. To talk to.      D. To respond to.

70. The last sentence of the passage implies that ___________.

A. it is very likely that customers will buy unnecessary things just depending on the ads in the future.

B. in fact, the real purpose of Harvard group’s research is to attract more consumers into the market.

C. Coca Cola or the General Motors can exploit the findings of the experiments in their own marketing.

D. Consumers may find it more difficult to get out of the advertising jungle and it may cause them headaches.

C

By far the most common difficulty in studying is simple failure to get down to regular concentrated work. This difficulty is much greater for those who do not work to a plan and have no regular routine of study. Many students muddle (胡乱对付) along, doing a bit of this subject or that, as the mood takes them, or letting their set work pile up until the last possible moment.

    Few students work to a set timetable. They say that if they did work out a timetable for themselves they would not keep to it, or would have to change it frequently, since they can never predict from one day to the next what their activities will be.

No doubt some students are more willing to accept a regular routine than others. There are many who shy away from a self-controlled weekly timetable, and dislike being tied down to a fixed program of work. Many able students state that they work in cycles. When they become interested in a topic, they work on it attentively for three or four days at a time. On other days they avoid work completely. It has to be admitted that we do not fully understand the motivation (动机)to work.. Most people over 25 years of age have become used to routine, and the majority of real productive workers set aside regular hours for the more important areas of their work. The “tough-minded” school doesn’t fully accept the idea that good work can only be done naturally, under the influence of inspiration.

Those who believe that they need only work and study as the fit takes them have a mistaken belief either in their own talent or in the value of “freedom”. In fact, freedom from control and discipline（纪律）leads to unhappiness rather than to “self-expression” or “personality development”. Our society insists on regular habits, timekeeping and punctuality (准时), and whether we like it or not, if we mean to make our way in society, we have to meet its demands.

The most widespread problem in applying oneself to study is ______.

    A．changing from one subject to another

    B．the failure to keep to a set timetable of work

    C．the unwillingness to follow a systematic plan

    D．working on a subject only when one feels like it

Which of the following is true?

    A．Many students are not interested in using self-controlled timetable.

    B．Many students don’t like being told to study to a fixed timetable.

    C．Most people of over 25 years of age don’t work to a set timetable.

    D．Tough-minded people agree that good job is done naturally

The underlined part “as the fit takes them” in paragraph 4 probably means ______.

    A．when they have the energy   

    B．when they are in the mood

    C．when they feel fit      

    D．when they find conditions are suitable

A suitable title for the passage might be ______.

    A．Attitudes to Study   B．A study Plan

    C．The Difficulties in Studying D．Study and Self-discipline

A punctual person is in the habit of doing a thing at the proper time and is never late in keeping an appointment.

The unpunctual man, on one hand, never does what he has to do at the proper time. He is always in a hurry and in the end loses both time and his good name. A lost thing may be found again, but lost time can never be regained. Time is more valuable than material things. In fact, time is life itself. The unpunctual man is for ever wasting and mismanaging his most valuable asset (财产) as well as other’s. The unpunctual person is always complaining that he finds no time to answer letters, or return calls or keep appointments promptly. But the man who really has a great deal to do is very careful of his time and seldom complains of want of it. He knows that he can not get through his huge amount of work unless he faithfully keeps every piece of work when it has to be attended to.

Failure to be punctual in keeping one’s appointments is the sign of disrespect towards others. If a person is invited to dinner and arrives later than the appointed time, he keeps all the other guests waiting for him. Usually this will be regarded as a great disrespect to the host and all other guests present.

Unpunctuality, moreover, is very harmful when it comes to do one’s duty, whether public or private. Imagine how it would be if those who are put in charge of important tasks failed to be at their proper place at the appointed time. A man who is known to be habitually unpunctual is never trusted by his friends or fellow men.

What does the author think is the main difference between a punctual person and an unpunctual person?

A. A punctual person does everything ahead of time while an unpunctual person does everything behind schedule.

B. A punctual person does everything at the right time while an unpunctual person seldom does anything at the correct time.

C. A punctual person has a lot of appointments while an unpunctual person has few appointments.

D. A punctual person has much time to do everything while an unpunctual person has little time to do anything.

According to the passage, the main reason that a person is always unpunctual is that _______.

A. he has more work to do than other people

B. he is always in a hurry when he works

C. he doesn’t care much about time

D. he always mismanages and wastes his time

According to the third paragraph, when you are invited to dinner, you should arrive there _______.

A. after other guests have arrived

B. before all other guests

C. at the appointed time

D. after the host has got things ready

Which of the following statements best describes the harm of unpunctuality?

A. If you are an unpunctual person, you cannot be in charge of any important task.

B. If your friends know that you are unpunctual, they may not see you again.

C. Unpunctuality may bring about heavy losses for both public and private affairs.

D. Unpunctuality may make you miss a lot of appointments and lose friends.

What is the basis of 'sick' humor? Whether we find a joke funny or not largely depends on where we have been brought up. The sense of humor is mysteriously connected with national characteristics. A Frenchman, for instance, might find it hard to laugh at a Russian joke. In the same way, a Russian might fail to see anything amusing in a joke which would make an Englishman laugh to tears.

 Most funny stories are based on comic situations. In spite of national differences, certain funny situations have a universal appeal. No matter where you live, you would find it difficult not to laugh at, say, Chaplin's early films. However, a new type of humor, which comes largely from US, has recently come into fashion. It is called 'sick humor'. Comedians base their jokes on tragic situations like violent death or serious accidents. Many people find this sort of joke distasteful. The following example of 'sick humor' will enable you to judge for yourself.

A man who had broken his right leg was taken to hospital a few weeks before Christmas. From the moment he arrived there, he kept on begging his doctor to tell him when he would be able to go home. He was afraid of having to spend Christmas in hospital and missing the fun. Though the doctor did his best, the patient's recovery was slow. On Christmas day, the man still had his right leg in plaster. He spent a miserable day in bed sadly. The following day, however, the doctor comforted him by telling him that his chances of being able to leave hospital in time for New Year celebrations were good.

The man took heart and sure enough, on New Year's Eve he was able to hobble（蹒跚）along to a party. In order to make up for his unpleasant experiences in hospital, the man drank a little more than was good for him. In the process, he enjoyed himself thoroughly and kept telling everybody how much he hated hospitals. He was still mumbling something about hospitals at the end of the party when he slipped on a piece of ice and broke his left leg.

The man spent Christmas day feeling miserable because ________.

A. he thought he would miss the New Year’s Eve celebration

B. the doctor had failed to cure him

C. he hated the hospital and his roommates

D. being unable to walk, he could not enjoy himself.

The point of the joke taken to explain “sick humor” is that________.

   A. the man should have said how much he hated hospitals

   B. the man had not got a leg to stand on

C. no sooner had the man been out of hospital than he had to go back in again

D. being unable to walk, he did not enjoy the celebration

What can you learn about the man from the story?

A. The man got well soon because the doctor took good care of him.

B. He had to go to hospital again though he hated it.

C. On New Year’s Eve, the man was able to walk properly to the party.

D. At the party, he enjoyed himself but only drank a little.  

A woman whose sports car was stolen with her dog in it put up notices all over the area that made it clear getting back her pet was more important than her car．

“Whoever did this can keep my car．Please let Benjerman come home,” the notice said．

It is not known whether the thief showed any pity, but almost 30 hours after the 1 pm theft Friday, Kimberly Atkins of Dover and Benjerman，a 12-year-old black retriever（猎犬），were reunited after police located them in Barrington．

“He’s hungry, he’s dirty, but he’s very happy to be home，”Atkins said．

The car was found at about 5 pm Saturday off Route 125 in a swampy area frequented by off-the-road cars and dirt bikes．However, the police couldn’t control Benjerman，and they had to call Atkins to come and get him．

Atkins said the thief cared for Benjerman a little by providing him with some dry cat food．She believed Benjerman ended up drinking some muddy water in the area．

She said they have been together for nearly 11 years after she took him back from a society shelter in Dallas, Texas．

 Before Benjerman was found，Atkins and several friends put up notices all over the city and in Somersworth．They also contacted animal shelters，throughout southern New Hampshire and Massachusetts.

The notice stated there was a reward，and also that the dog needed medication．Any caller could remain anonymous（匿名的）．

Atkins had parked the car outside a hardware store with the keys inside and gone in to rent a carpet cleaner.

¨It was l0 minutes and I came out and my car was gone along with Benjerman in broad daylight，” Atkins said．The car thief threw Atkins’ wallet and other personal items out of the car before escaping from the scene．

What would be the best title for the passage?

A．A car with a dog was stolen

B．Lucky dog was returned to his owner

C．Stealing cars：a most important social problem

D．Woman wants dog back more than stolen car

Which of the following shows the correct order of what happened?

a．Notices were put up saying there was a reward．

b．Atkins saw Benjerman again．

c．Police found Atkins’car．

d．Atkins took Benjerman back from a society shelter． 

e．Atkins hired a carpet cleaner in a hardware store．

A．d,e,a, b,c             B．d,e,a,c,b              C．e,a,d,b,c                 D．e,a,c,d,b

We can infer from the passage          ．

A．the dog was treated extremely badly by the thief

B．car stolen accidents happen frequently nowadays

C．the dog was found because of the reward

D．the thief stole the car easily

Which of the following is TRUE according to the passage?

A．Benjerman was sent back immediately after Atkins put up the notices．

B．Atkins and her friends made a great effort to look for Benierman．

C．The thief gave the dog back but kept the sports car．  

D．The dog was back at 1 pm on a Friday．