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When friends come to visit us in the evening, they spend their time telling us they are in a hurry and looking at their watches. It isn’t that our friends are all very busy; it is just that we haven’t got a television. People think that we are very strange. “But what do you do in the evening?” they are always asking. The answer is very simple. Both my wife and I have hobbies. We certainly don’t spend our evenings staring at the walls. My wife enjoys cooking and painting and often attends evening classes in foreign languages. This is particularly useful as we often go abroad for our holidays. I collect stamps and I’m always busy with my collection. Both of us enjoy listening to the music and playing chess together．
Sometimes there are power cuts and we have no electricity in the house. This does not worry us; we just light candles and carry on with what we were doing before. Our friends, however, are lost------No television! -------So they don’t know what to do. On such evenings our house is very full; they all come to us. They all have a good time. Instead of sitting in silence in front of the television, everybody talks and plays games．
69. The couple have not got a television, because ______ ．
A. they are not rich enough
B. they are strange people
C. they enjoy spending evenings in their own ways
D. they don’t know what to do when there are power cuts
70. At night when there is no electricity, the couple ____ ．
A. have to look at the walls B. can do nothing but sit in silence
C. will have many visitors D. have to go out for candles
71. The best title for this passage is _____________.
A. Why Do We Need a Television? B. Candle! But No Electricity!
C. Different Friends, Different Hobbies D. We Go Without Televisions!
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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.
查看习题详情和答案>>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.
查看习题详情和答案>>When friends come to visit us in the evening, they spend their time telling us they are in a hurry and looking at their watches. It isn’t that our friends are all very busy; it is just that we haven’t got a television. People think that we are very strange. “But what do you do in the evening?” they are always asking. The answer is very simple. Both my wife and I have hobbies. We certainly don’t spend our evenings staring at the walls. My wife enjoys cooking and painting and often attends evening classes in foreign languages. This is particularly useful as we often go abroad for our holidays. I collect stamps and I’m always busy with my collection. Both of us enjoy listening to the music and playing chess together．
Sometimes there are power cuts and we have no electricity in the house. This does not worry us; we just light candles and carry on with what we were doing before. Our friends, however, are lost------No television! -------So they don’t know what to do. On such evenings our house is very full; they all come to us. They all have a good time. Instead of sitting in silence in front of the television, everybody talks and plays games．
69. The couple have not got a television, because ______ ．
A. they are not rich enough
B. they are strange people
C. they enjoy spending evenings in their own ways
D. they don’t know what to do when there are power cuts
70. At night when there is no electricity, the couple ____ ．
A. have to look at the walls B. can do nothing but sit in silence
C. will have many visitors D. have to go out for candles
71. The best title for this passage is _____________.
A. Why Do We Need a Television? B. Candle! But No Electricity!
C. Different Friends, Different Hobbies D. We Go Without Televisions!
查看习题详情和答案>>When I was nine, my family and some friends took a trip. During the trip some members of the group felt 26 , so we stopped at a small stand. Everyone lined up to buy their food. 27, after I finished eating, I was still a little hungry and wanted some 28. Soon I was sure my parents wouldn’t 29 me any candy. "I have to think of a plan," I thought. Then an old lady 30 to buy something she wanted, and would have to get back in line. I knew what I could do. So I rushed to her and volunteered my 31. She 32 and gave me a $20 bill to get some chips.
When I reached the stand, I found 33 from our group was around. Then I spent the 34 $20 buying the candy. I thought 35 , "I have almost bought all the candy for the next century!" But then, I 36 I should explain to the old lady why I bought no chips and where the whole bill had gone. 37, an idea occurred to me. So I shouted, "I was robbed!" Upon 38 this, the old lady rushed to me to see if I 39 any harm. However, my parents just stayed behind, without any 40 . With so much candy being found in my bag, they knew I was 41 ！When my daddy stared at me angrily, I knew I had to tell the 42. As a result, I was blamed and had to apologize to the old lady for my 43 action. Later, I had to work during the whole summer holiday to 44 the old lady back that $20. From this 45 , I learned a lesson. I also promised that I would never do it again in the future.
26．A. hungry B. angry C. bored D. worried
27．A. Therefore B. Besides C. However D. Though
28．A. juice B. candy C. money D. chips
29．A. buy B. lend C. leave D. show
30．A. refused B. remembered C. promised D. forgot
31．A. opinion B. service C. dream D. decision
32．A. argued B. agreed C. considered D. doubted
33．A. nobody B. somebody C. everybody D. anybody
34．A. whole B. major C. certain D. actual
35．A. fearfully B. regretfully C. excitedly D. carefully
36．A. hoped B. realized C. discovered D. understood
37．A. Gradually B. Immediately C. Suddenly D. Slowly
38．A. watching B. telling C. finding D. hearing
39．A. made B. received C. meant D. accepted
40．A. words B. thoughts C. expressions D. actions
41．A. explaining B. joking C. lying D. stealing
42．A. condition B. truth C. situation D. case
43．A. humorous B. generous C. dishonest D. dangerous
44．A. offer B. afford C. pass D. pay
45．A. experiment B. example C. punishment D. experience
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