题目内容
If a business wants to sell its products internationally, it had better do some market research first. This is a lesson that some large American corporations have learned the hard way.
What’s in the name?
Sometimes the problem is the name. When General Motors introduced its Chevy Nova into Latin America, it overlooked the fact that Nova in Spanish means “It doesn’t go”. Sure enough, the Chevy Nova never went anywhere in Latin America.
Translation problems
Sometimes it is the slogan that doesn’t work. No company knows this better than Pepsi-Cola, with its “Come alive with Pepsi!” campaign. The campaign was so successful in the United States , Pepsi translated its slogan literally for its international campaign. As it turned out , the translations weren’t quite right. Pepsi was begging Germans to “Come out of the grave(坟墓)” and telling the Chinese that “Pepsi brings your ancestors(老祖宗) back from the grave.”
A picture’s worth a thousand words
Other times, the problem involves packaging . A picture of a smiling baby has helped sell countless jars of Gerber baby food. When Gerber started selling baby food in Africa, they used the same packaging as in the US, with the smiling baby on the label. Later they learned that in African countries, the picture on the jar shows what the jar has in it, for many people there can’t read.
Twist of fate
Even the culture and religious factors and pure coincidence can be involved. Thorn McAn shoes have a Thorn McAn “signature” inside. To people in Bangladesh, which is a Muslim country, this signature looked like Arabic script for the word Allah. In that country, feet are considered unclean, and Muslims felt the company was offending God’s name by having people walk on it.
1.From the text we learned that _________.
A. Chevy Nova was brought in Latin America
B. General Motors did the best market research of all companies
C. Pepsi still sold well in China owing to the translation problems
D. the “Come alive with Pepsi” campaign worked well in the US
2.What was “Gerber’s problem”?
A. A translation problem B. Cultural factor
C. Religious factor D. The picture on the jar
3.For what reason were Thorn McAn shoes turned down in Bangladesh?
A. They are not designed attractively
B. Their advertisements are not persuasive
C. A signature looking like the word Allah was in the shoes
D. Problem for Thorn McAn was the company’s name
4.What does the text mainly tell us?
A. Lessons from some large corporations.
B. How to make use of advertisements
C. The importance of market research
D. The importance of packaging
1.D
2.D
3.C
4.C
【解析】
试题分析:文章大意:本文以几个实例向我们展示一些商战中的教训,告知我们想要拓展国际市场,我们首先一定要做一些市场调查。
1. D 细节理解题。 本题涉及细节较多,只能一个选项一个选项地核查。根据A选项中的Chevy Nova,Latin America到文中去找信息源,定位在小标题“What’s in the name?”那一段,根据“the Chevy Nova never went anywhere in Latin America.”可知该产品未能成功引进到Latin America,因此,A项错误。根据B选项中的General Motors到文中去找信息源,也在小标题“What’s in the name?”那一段。可那里根本没说该公司做了最好的市场调查,因此,B项错误。根据C项中的Pepsi, translation problems可以找到相关信息在第二小标题“Translation problems”之下,而根据那段的信息,…telling the Chinese that “Pepsi brings your ancestors(老祖宗) back from the grave.”,……告诉中国人“Pepsi把你的老祖宗从坟里挖出来”可知这是中国人不喜欢听的一句话,中国人不可能因为这种翻译而让Pepsi在中国畅销,因此,C项错误。D项的信息源也在第二小标题之下,The campaign was so successful in the United States这个运动在美国非常成功。可知D项正确。
2.D 细节理解题。由第三小标题A picture’s worth a thousand words中提到的 “the picture on the jar shows what the jar has in it, for many people there can’t read.”罐子上面的图画显示的就是罐子里所装的东西,因为那里的人不会阅读。可知问题出在包装图案上,答案选D。
3. C 推理判断题。由题目中的Thorn McAn,Bangladesh可以找到该题的信息源在小标题“Twist of fate”这下。 “this signature looked like Arabic script for the word Allah.” Thorn McAn shoes上的签名看起来就像是阿拉伯文字Allah。 孟加拉国是一个穆斯林国家,Allah被认为是宇宙的最高主宰,而脚被认为是不干净的,孟加拉国的人认为该鞋的创意,冒犯了他们的神灵。可知Thom McAn鞋在Bangladesh滞销的原因是鞋上的签名,所以选C项。
4.C主旨大意题。像这种有小标题的文章,文章的主旨大意一般位于文章的开头,或最后一段,反正不可能位于有小标题的部分。而这篇文章最后一个小标题的内容讲完以后,就再无下文了,因此,该文的主旨只可能在第一段。If a business wants to sell its products internationally, it had better do some market research first. 如果一家公司想要让产品走向世界,最好先进行市场调查。由此可知本文讲述了市场调查的重要性。故选C。
When we look at the sky and see a bright light moving quickly across it or coming towards the earth, we talk about seeing a “shooting star” or a “falling star”. These moving lights are not, in fact, stars at all. They are small pieces of matter from outer space, which burn up as they enter the Earth’s atmosphere. The correct name of them is meteoroids. Any pieces that make it to the Earth’s surface without completely burning up are known as meteorites. A meteor is actually the name given to the light we see when a meteoroid is burning up.
When a meteorite hits the Earth at speeds between 11 and 72 kilometers a second, it can do amazing damage. A very large meteorite could knock the earth out of its orbit. If this happened, all life on Earth would probably become extinct(灭绝). The path we follow around the Sun would change and as a result the Earth would become either much hotter or much colder. This change in temperature would affect sea levels and the amount of water in rivers. There would either be huge floods, which would cover most of the land with water, or the oceans would dry up and there would be a drought, which means a long period of time without rain. Either way, nothing could survive. If a large meteorite landed in the sea it would almost certainly cause tsunamis, which would race towards the land, destroying everything in their paths.
Although it is unlikely the Earth will be struck by a meteorite large enough to do that kind of damage, there is evidence of fairly large meteorites hitting the Earth in the past. In 1908 a large area of forest in Tunguska, Siberia was destroyed by a meteorite that came apart just before it hit the ground. The moon, however, has about three billion craters陨石坑caused by meteorites impacting影响 its surface. The reason more meteorites have reached the surface of the moon than the surface of the Earth is that the moon does not have enough atmosphere for the meteorites to burn up in. some of the meteorites that have reached the Earth’s surface have done considerable damage. Some scientists believe it was a change of climate caused by meteorites hitting the Earth that resulted in the extinction of the dinosaurs and other large prehistoric animals.
Scientists are especially interested in meteorites because they contain information about the solar system. It is widely believed by scientists that most meteorites are produced by collisions(碰撞) between asteroids (small planets). These collisions probably happened many billions of years ago. This means the physical and chemical structure of a meteorite can give scientists information about the early days of the universe.
【小题1】The story is about ___.
A.floods caused by meteors |
B.matter from outer space |
C.life on Earth millions of years ago |
D.meteorites that have damaged the moon |
A.three billion craters |
B.fewer craters than the moon |
C.more craters than the moon |
D.a thinner atmosphere than the moon |
A.they were hit by meteors |
B.meteorites landed on their nests |
C.meteorites landed and changed the climate |
D.they could no longer breathe the atmosphere |
A.small planets |
B.the same as asteroids |
C.from broken parts of asteroids |
D.the light we see when meteoroids hit our atmosphere |
The speed and convenience of modern travel means that destinations that used to take a long time to travel to can now be reached quickly and easily. Even though” faraway” countries may now seem closer thanks to air travel, they may still be different from your home country. 【小题1】 Following are some fundamental rules that will make communication easier, and your trip more enjoyable.
【小题2】 If you don not know the word for something in local language, or can not make yourself understood verbally, try drawing a picture, or pointing to an object.
Avoid topics of conversation that you think may be sensitive. 【小题3】 .Feel free to show interest in the history and customs of the place you are visiting, but don’t ask too many questions about why things are done a certain way; you may offend the local people.
【小题4】 Kissing on the street or in public places is unacceptable behavior and should be avoided. If you are unsure of how to behave, watch the local people and copy them---if they don’t behave in a certain way, you probably shouldn’t either.
Finally, if you are traveling on business, or plan to stay with a host to family, and you wish to take a gift, do some research. 【小题5】 . One of the easiest ways to offend somebody is to give the wrong gift.
Wherever you go in the world, always be tolerant of the local customs. Avoid being critical; try instead to show respect for the values of the country you are in, even if you do not necessarily agree with them
A.Keep in mind that in many cultures, display affection in public is considered taboo. |
B.Consider the main lifestyle of the country you plan to visit. |
C.Never raise your voice in order to make yourself understood. |
D.If a topic is sensitive in your own culture, it will more than likely be the same in other cultures. |
F.The opening of gifts is also treated very differently around the world.
G.Therefore, it is important to adapt your behavior not to offend the local people.
Sitting on a chair all day in school can make anyone want to move around. So, more and more teachers are letting students have a ball. By sitting on exercise balls instead of chairs , teachers find students’ posture(姿势) and attention improve.
Dottie Pownall, a fifth-grade teacher in West Virginia, USA, has been using balls as chairs since December 2008. “The students love them”, she says. Pownall took a survey(调查) of her students. She found that 80% of the students thought sitting on the balls helped them pay more attention to what they were learning.
The teacher, Pisa Witt, felt so strongly about the use of balls as chairs, she started Witt Fitt. This company encourages the use of the balls. And the company educates not only teachers but also students on how to use them. “Our products are used in 24 states, three provinces in Canada, Puerto Rico (波多黎各) and Japan,” says Witt, “ Research shows that sitting on the balls makes them sit up straighter(直的). You can slouch(低头垂肩地坐)on a ball,” says Witt, “but it feels bad.” Because the students are moving, their blood (血液) increases. That carries more oxygen( 氧气) to the brain , so the kids have more energy and can pay attention longer.
“Besides, they’re fun.” says Pownall.
【小题1】What will happen if a student sits on a chair all day in school? The student will_________.
A.pay more attention to his lessons | B.be fun |
C.like to move around | D.sit up straighter |
A.About four years. | B.Only one year. |
C.In 2008. | D.Since he was a fifth-grade teacher. |
A.Four. | B.Three. | C.Two. | D.One. |
A.improve the students’ posture and attention |
B.slouch on the chairs |
C.have fun |
D.Both A and C are correct answers |
A.Sitting on a chair. | B.Sitting on a ball. |
C.They are the same. | D.We don’t know. |