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 According to an unpublished paper the group produced, “It is possible to use these techniques to predict not only whether people will remember and have specific emotional reactions to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 famous foreign company that invested in China wanted to employ a reception secretary for its public relation department.

    A beautiful girl with a master degree in electric engineering became a winning candidate(候选人) through the difficult process of employment. At its last stage she faced an oral test together with another girl who was her equal not only in good looks but also in education standard. The girl we talk about was confident in herself and successful in the oral test. It seemed that she would get the chance. The examiner told her on behalf of the company that she could come to office of company next Monday as a new employee. At last he asked her, “Have you anything else to say? Shocked by the unexpected question, the beautiful girl was quite at a loss, saying with hesitation(犹豫不决),”“I have to talk with my parents before I give an answer.”Surprised, the examiner said calmly,“In that case, let’s wait till you are ready.”

    The next day the girl came to tell that her parents agreed to her beginning work next Monday. But the examiner said regretfully,“Sorry, the job position is filled by another suitable candidate. You had better have a try in another place.”The beautiful girl was surprised. She asked for an explanation and was told,“What is needed here is a person who knows her own mind.”

 That was how a good opportunity slipped away right under the nose of a beautiful girl.

What did the examiner value most?

A．One’s beautiful looks.    B．One’s knowledge.

C．One’s young age.          D．One’s independence.

It can be inferred from the passage that ________.

A．the other girl who failed at the last oral test was most likely to get the job

B．another girl chosen in next test held the company

C．the company lost its best employee

D．the examiner was surprised at his first choice

Why did the beautiful girl want to ask her parents for advice?

A．She didn’t know what to do.

B．She couldn’t answer the question.

C．She hadn’t expected the examiner would ask such a question.

D．Her parents would scold her if she agreed without their permission.

The best title of this passage probably is ________.

A．Make your decision quickly    B．Have your own judgment

C．Seize your chance in time      D．Hesitation leads to failure     

A tourist comes out of the airport．There are a lot of taxis，but the tourist asks every taxi—driver his name．He takes the third taxi．It costs￡5 from the airport to the hotel．“How much does it cost for the whole day?” the tourist asks．“￡100”，says the taxi-driver．This is very expensive，the tourist accepts the price．

    The taxi—driver takes the tourist everywhere．He shows him all monuments and all the museums．In the evening they go back to the hotel．The tourist gives the taxi-driver￡100 and says，“What about tomorrow?” The taxi-driver looks at the tourist．“Tomorrow? It’s another￡ 100 tomorrow．”But the tourist says，“That’s OK．If that’s the price，that is the price．See you tomorrow．”The taxi—driver is very pleased．

    The next day the taxi-driver takes the tourist everywhere again．They visit all the museums and all the monuments again．And in the second evening they go back to the hotel．The tourist gives the taxi—driver another￡100 and says，“I’m going home tomorrow．”The taxi-driver is sorry．He likes the tourist and，above all，￡100 a day is good money．“So you are going home．Where do you come from?” he asks．

    “I come from New York．”

    “New York!” says the taxi-driver，“I have a sister in New York．Her name is Susannah．Do you know her?”

    “Of course 1 know her．She gave me￡200 for you．”

The tourist is______   ．

  A．an Englishman    B．a Frenchman    C．a Swedish D．an American

The tourist asks every taxi—driver his name because______    ．

  A．he is afraid of being cheated      B．he wants to remember all of the taxi—drivers’names

  C．he knows of one of the taxi-drivers D．there is a friend of his among the taxi drivers

Why is the taxi-driver very pleased with the tourist?

  A．None but the tourist agrees to the price given without arguing with him．

  B．His sister knows the tourist．

  C．His sister has brought so much money to him．

  D．He wants to be the guide of the tourist．

We can conclude that ______  ．

  A．the tourist will give the taxi-driver another￡200

  B．the tourist makes fun of the taxi—driver

  C．the tourist will give the taxi—driver half of the sum

  D．the taxi-driver insists that the tourist should pay him another￡200

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 week ago, I had the great pleasure of reading an e-book, When Money Talks, Listen! By Rich Ezzo．It took only about an hour to read.

   When I first received a copy, I thought it was a Get Rich Quick type of publication．Nothing is wrong with Get Rich Quick, but my mind just doesn’t chase after dreams of wealth．I think that if God ever wants me to be rich, he knows where to find my purse.

   When I began reading When Money Talks, Listen!, I was overjoyed to find that Rich Ezzo isn’t money hungry either．He, too, is hungry far more important than money．

Since I love this e-book so much, why wait a week to write the review? Simple．I wanted to see if the effect it had on me was a keeper．After reading the last word of the e-book, I totally agreed with the subtitle which promised to forever change the way we thought about money．I had so many thoughts running around my mind that I had to install(安装) a stoplight to stop some while others made their way into the picture, then I yielded(让路) them as a few ones arrived in town．I had a mental traffic jam, which only goes to show how slow the traffic usually is．

   It has been a week and the effect is the same．I truly do look at money differently and have even done a few things differently this week．This is an e-book you’ll want to read, I promise．I often recommend books to my daughter, and this is one that I didn’t just “suggest”---I left it open at the bottom of the computer and told each one, “Read it, you’ll love it.”

   I would never point someone in a direction I wouldn’t go myself．I urge you to visit the author’s website, Myster Money, and to download the e-book．You won’t regret it.

The author wrote this passage to _________　

       A．strongly recommend an e-book.

　    B．show the author's attitude to money.

　    C．introduce the general idea of an e-book.

　    D．point out Rich Ezzo isn't money hungry.

According to the passage, a Get Rich Quick type of publication ______.

       A．is what the author really cares for

       B．deals with how to make money

       C．is also an e-book written by Rich Ezzo

       D．is more popular than e-books

The author didn't write the review as soon as he finished reading the book because________．

　    A．he was too excited to write anything

　    B．he was not sure whether he did well

　    C．he had to wait for Rich Ezzo's permission

　    D．he wondered if the book would have long influence on him

By saying the underlined sentence in Paragraph 4, the author probably __________.

　    A．shows that the book brought him many new thoughts

　    B．shows how bad the traffic is in town

　    C．describes the difficulty in understanding the book

　    D．explains it's hard to change one's attitude to money

Which of the following is supported by the passage?

      A．The author had known Rich Ezzo before.

　    B．The author hasn't dreamed of getting rich immediately.

　    C．The author always prefers e-books to paper books.

　    D．The author likes Get Rich Quick-type of publications.