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 According to an unpublished paper the group produced, “It is possible to use these techniques to predict not only whether people will remember and have specific emotional reactions to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.

A research by the National Center for Health Statistics is seen as an important confirmation of the“Hispanic mortality paradox（西班牙裔死亡率悖论）.”

On average，Hispanics outlive whites by 2.5 years and blacks by 7.7 years. Their life expectancy at birth in 2006 was 80.6 years，compared with 78.1 for whites，72.9 for blacks and 77.7 years for the total population.

The report shows that the Hispanic population has higher life expectancy at birth and at almost every age despite a socioeconomic status lower than that of whites.“Mortality is very correlated with income，education and health care access，”says Elizabeth Arias，author of the report.“You would expect the Hispanic population would have higher mortality，”in line with the black population.

The Hispanic paradox has been documented for more than two decades，but this is the first time the government has had enough data to issue national numbers. Researchers are struggling to explain why Hispanics live longer.

“We don’t know，”says David Hayes-Bautista，director of the Center for the Study of Latino Health and Culture at UCLA’s David Geffen School of Medicine.“We thought it was a problem in the data，but we can pretty much say this is real.”

Potential factors:

·Culture and lifestyle.  Support from extended family and lower rates of smoking and drinking.Latino groups in particular have very strong family and social ties.

·Migration.  The“healthy migrant effect”argues that healthy people are more likely to emigrate. And when immigrants become ill，they might return home and die there.

    Solving the puzzle may help the nation deal with health care issues because Hispanics use health services less—they make fewer doctors visits and spend less time in hospitals，Hayes-Bautista says.“It’s clearly something in the Latino culture，”he says.

In 2006，Hispanics’life expectancy is           years longer than the average of the total population.

    A. 2.5                 B. 7.7               C. 2.9              D. 80.6

What does the underlined word“outlive”in the second paragraph probably mean？

A. To live longer than…                      B. To live shorter than…

C. To die out.                              D. To expect to live.

What is the main idea of paragraph three？

A. Hispanics were born better than whites.

B. Morality is closely related with health care access.

C. Whites should have longer life expectancy.

D. Even experts can’t explain the phenomenon.

What is Mr.Hayes-Bautista’s opinion about the paradox？

A. He supports there is a problem with the data.

B. He intends to trust the cultural factor.

C. He believes in the“healthy migrant effect”.

D. He thinks health care the most important factor.

Which of the following inferences is true according to the passage？

A. Black people suffer the lowest social status in America.

B. Hispanics might have healthier ways of life.

C. Only healthy people can immigrate into America.

D. White people don’t have strong family ties.

A little under one-third of U.S. families have no Internet access and do not plan to get it, with most of the holdouts seeing little use for it in their lives, according to a survey released on Friday.

Park Associates, a Dallas-based technology market research firm, said 29 percent of U.S. families, or 31 million homes, do not have Internet access and do not intend to subscribe（预订） to an Internet service over the next 12 months. The second annual National Technology Scan conducted by Park found that the main reason why potential customers say they do not subscribe to the Internet is because of the low value to their daily lives rather than concerns over cost.

Forty-four percent of these families say they are not interested in anything on the Internet, versus just 22 percent who say they cannot afford a computer or the cost of Internet service, the survey showed. The answer "I'm not sure how to use the Internet" came from 17 percent of participants who do not subscribe. The response "I do all my e-commerce shopping and YouTube-watching at work" was cited by 14 percent of Internet-access refuseniks. Three percent said the Internet doesn't reach their homes.

The study found U.S. broadband adoption grew to 52 percent over 2006, up from 42 percent in 2005. Roughly half of new subscribers converted（转变） from slower-speed, dial-up Internet access while the other half of families had no prior access.

"The industry continues to chip （击破）away at the core of non-subscribers, but has a long way to go," said John Barrett, director of research at Parks Associates. "Entertainment applications will be the key. If anything will pull in the holdouts, it's going to be applications that make the Internet more similar to pay-TV," he predicted.

What does the underlined word “holdouts” in the first paragraph most probably mean?

A. some American families      

B. those who hold out one’s opinions

C. those who have been surveyed    

D. those who still haven’t access to the Internet currently

Many potential customers refuse to subscribe to the Internet mainly because __________.

A. they show too much concern about the cost

B. they can find little value of it

C. they do most YouTube-watching at work

D. the Internet doesn’t reach their homes

From the passage we can infer that _____________.

A. It is not an easy job to transform those holdouts into the Internet users

B. people will adopt dial-up Internet access no more

C. many Americans enjoy doing e-commerce shopping at home

D. more than half of the population are using the Internet in 2005

According to John Barrett, what is the key to attracting more U.S. families to broadband service?

A. making the Internet look more similar to TV set

B. applying the Internet more to entertainment

C. providing more pay-TV programs

D. chipping away at the core of non-subscribers

Which is the best title for the passage?

A. Web develops with technology

B. The present situation of web

C. Many Americans see little point to web

D. It is urgent to promote web service

“A lot of learning comes through play,” says Mardy McGarry, 52, who has been a special education teacher for 28 years. But her students were too often left out. She had seen the wood chips and sand of traditional playgrounds stop wheelchairs dead in their tracks. When she wanted to build a playground for children with special needs，she knew it wouldn’t take long to develop interest in it around the small fishing village. But she never expected that 2,800 people — a third of the town—would all be willing to make a great effort to bring her vision to life.

McGarry started doing some research into play equipment and contacting design companies and she also found a piece of land available. When the city council(市议会) agreed to set aside an area for a playground, she also asked physical and professional therapists(治疗专家) for their investment. And she turned to her friend, Sue, for help. “Neither of us is good at maths, which is why $450,000 didn’t sound like a lot of money,” McGarry says of the initial estimate.

Her Kiwanis Club came through with $7,000，and that’s when the grassroots movement really got started. One woman gave $25,000 and had her company match it. Soon, smaller businesses were joining in. There was a silent effort to collect money. The local Pieper Family Foundation offered to donate half of the remaining $170,000. All McGarry needed was 500 volunteers to work six 12-hour days.

On September 16, 2008, the first day of construction, they came. Two women heard about the project on the way to work and took the day off to help. A couple in their 80s operated their tractors. Ten-year-olds cleared up the mess. “None of them was paid. It was truly an amazing week,” says McGarry. Only three building managers were paid. Volunteers with “building experience” became coordinators(协调人); those who could operate power tools formed a separate group. One team served meals donated from local restaurants and churches, and another organized activities for the children of volunteers.

Today, Possibility Playground is one of the most popular destinations in Ozaukee County. All children, including the ones with special needs, play shoulder to shoulder. “Some playgrounds have special equipment in a different section. Here, you see all the kids in the same playground, all having fun.”

It’s exactly what McGarry imagined. “People used to ask, ‘Why do you want to build a playground just for children with disabilities?” She says, “It’s only when you build a playground for children with disabilities that you build one for all children.”

It didn’t occur to Mardy McGarry that __________.

A. her plan would soon draw the interest of people in the small village

B. so many people would volunteer to help her realize her dream

C. she would meet with so many difficulties in raising funds

D. the playground would be the most popular destination in Ozaukee County

We can learn from the fourth paragraph that __________.

A. the playground was finished in September 2008

B. everything was well prepared, apart from the volunteers

C. everyone worked unpaid, except for three building managers

D. the playground is so popular that it is overcrowded all the time

It can be inferred from the text that __________.

A. Mardy McGarry is a famous architect in the small town

B. Sue was forced to join in the project because of her son

C. people always ignore the real needs of disabled children

D. Mardy McGarry’s vision has been successfully accomplished at last

What would be the best title for this text?

A. Mardy McGarry: A Woman with Great Determination.

B. Cooperation: The Greatest Power in Overcoming Any Difficulty.

C. Show Real Concern for Poor Disabled Children.

D. Make it Matter to Build a Playground for Disabled Children.

A thief entered the bedroom of the 30th President of the United States, who met him and helped him escape punishment．

The event happened in the early morning hours in one of the first days when Calvin Coolidge came into power, late in August, 1923．He and his family were living in the same third-floor suite (套房) at the Willard Hotel in Washington that they had occupied several years before．The former President’s wife was still living in the White House．

Coolidge awoke to see a stranger go through his clothes, remove a wallet and a watch chain．

Coolidge spoke, “I wish you wouldn’t take that．”

The thief, gaining his voice,  said, “Why?”

“I don’t mean the watch and chain, only the charm (表坠)．Take it near the window and read what is impressed on its back, “ the President said．

The thief read, “Presented to Calvin Coolidge．”

“Are you President Coolidge ? “ he asked．

The President answered, “Yes, and the House of Representatives (众议院) gave me that watch charm．I’m fond of it．It would do you no good．You want money．Let’s talk this over．”

Holding up the wallet, the young man said in a low voice, “I’ll take this and leave everything else．”

Coolidge, knowing there was ＄80 in it, persuaded the young man to sit down and talk．He told the President he and his college roommate had overspent during their holiday and did not have enough money to pay their hotel bill．

Coolidge added up the roommate and two rail tickets back to the college．Then he counted out ＄32 said it was a loan (借款)．

He then told the young man, “There is a guard in the corridor．” The young man nodded and left through the same window as he had entered．

What caused the thief to meet the President?

A．He knew the President had lots of money．

B．He knew the President lived in the suite．

C．He wanted to be a rich businessman．

D．He wanted to steal some money．

Why did Calvin Coolidge live at the Willard Hotel in those days?

A．Because the former President was still living in the White House．

B．Because the former First Lady hadn’t left the White House．

C．Because the First Lady liked to live there．

D．Because he liked there．

Coolidge counted out ＄32 ______．

A．in order not to be killed by the thief

B．in order to be out of danger

C．so as to help the young student overcome his difficulty

D．because he had no more money

The young man’s roommate went back to the college ______．

A．by air B．by water C．by bus D．by train

Which of the following might happen afterwards?

A．The young student repaid the＄32．

B．The thief was put into prison．

C．The President told many reporters the thief’s name．

D．The President ordered the young man to repay the money．