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When you were looking for a reliable,honest auto mechanic,how did you find him?Before you went
into that restaurant you recently tried,how did you know that it served great food?If you are like most
people on the planet,you want to lower your risk of a big ugly surprise so you asked people you trust to
refer to a business they trust.Marketers call this friendtofriend recognition of a business "wordofmouth"
adv ertising.
When you do a great job for your customer or a bad job,people are going to talk about your business.Unfortunately,because we humans seem to feel negative emotions more intensively than positive ones,we're more likely to tell more of our friends about bad experiences with a business than positive ones.Understand this:Customers believe their own experience.You can't make them believe that your company is
wonderful when they felt they were treated badly.
So,to get positive wordofmouth going for your business in this servicebased economy,you've got to do a really outstanding job for everyone,exactly.
And when you do,you build a great reputation.That takes time.But it forms a close link with your
customers in a way that no advertising and no promotional coupon (优惠券) ever could.
The good news is that because there are so many different businesses chasing after your cu
stomers'
money,people want to know whom they can trust.So people are going to be talking about you.Create a
free sales force for your business-an army of delighted customers who tell everyone that they know how
good your company is to do business with.That's a great antidote (解毒剂) to defectionitis.
1．What is the main topic of this passage?
A．A good name will bring you money.
B．A person should rely on his friends for 
business.
C．Advertising can make customers believe it's wonderful.
D．A company can rely on its associates to survive.
2．According to the passage,whether we go to a place or not depends on________.
A．business fame
B．media assistance
C．particular recognition
D．associates'recommendation
3．When you do an outstanding job in service,you will surely________.
A．make more money than you expect
B．have a mutual understanding with your customers
C．build a great reputation immediately
D．earn your fame as well as advertise for your company
4．The underlined word "defectionitis" probably means________.
A．service imperfection
B．customers' distrust
C．customers'protection
D．service advertisement
Pub Etiquette in Britain
英国的酒吧礼仪
在公共场所，英国人讲究先来后到，但在生意兴隆的酒吧里看不到排队的现象，整个酒吧井然有序。如果有一天你到英国酒吧消遣，你应该注意些什么呢？
Amazingly for British, who love queues, there is no formal line-up－the bar staff are skilled at knowing whose turn it is. You are permitted to try to attention, but there are rules about how to do this. Do not call out, tap coins on the counter, snap your finger or wave like a drowning swimmer. Do not scowl or sign or roll your eyes. And whatever you do, do not ring the bell hanging behind the counter－this is used by the landlord to signal closing time. The key thing is to catch the bar worker’s eyes. You could also hold an empty glass or some money, but do not wave them about. Do adopt an expectant, hopeful, even slightly anxious facial expression. If you look too contented and complacent, the bar staff may assume you are already being served.
Always say“please”and try to remember some of the British bar staffs hates. They do not like people to keep others waiting while they make up their minds. They don’t like people standing idly against the bar when there are a lot of customers waiting for service. And they do not like people who wait until the end of the order before asking for such drinks as Guinness stout which take considerably longer to pour than other drinks. If you follow these tips you should be able to buy yourself a drink. Speaking of tips, you should never offer the bar staff a cash gratuity. The correct behavior is to offer them a drink. Pubs pride themselves on their egalitarian. A tip in cash would be a reminder of their service role, whereas the offer of a drink is a friendly gesture.
Notes
scowl v. 怒容；皱眉 expectant adj. 期待的
complacent adj. 自满的 idly adv. 无效地；懒洋洋地
stout n. 烈性黑啤酒 gratuity n. 小费
egalitarian n. ＆ adj. 平等；平均主义（的）
Which statement is true?
A. The British bar staffs dislike people who make up their minds immediately.
B. They like people who can wait in line.
C. They hope people who want to have another drink ring the bell hanging behind the counter.
D. If you offer them a drink to express your tips, they will feel happy.
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阅读理解
Pub Etiquette in Britain
英国的酒吧礼仪
在公共场所，英国人讲究先来后到，但在生意兴隆的酒吧里看不到排队的现象，整个酒吧井然有序。如果有一天你到英国酒吧消遣，你应该注意些什么呢？
Amazingly for British, who love queues, there is no formal line-up－the bar staff are skilled at knowing whose turn it is. You are permitted to try to attention, but there are rules about how to do this. Do not call out, tap coins on the counter, snap your finger or wave like a drowning swimmer. Do not scowl or sign or roll your eyes. And whatever you do, do not ring the bell hanging behind the counter－this is used by the landlord to signal closing time. The key thing is to catch the bar worker’s eyes. You could also hold an empty glass or some money, but do not wave them about. Do adopt an expectant, hopeful, even slightly anxious facial expression. If you look too contented and complacent, the bar staff may assume you are already being served.
Always say“please”and try to remember some of the British bar staffs hates. They do not like people to keep others waiting while they make up their minds. They don’t like people standing idly against the bar when there are a lot of customers waiting for service. And they do not like people who wait until the end of the order before asking for such drinks as Guinness stout which take considerably longer to pour than other drinks. If you follow these tips you should be able to buy yourself a drink. Speaking of tips, you should never offer the bar staff a cash gratuity. The correct behavior is to offer them a drink. Pubs pride themselves on their egalitarian. A tip in cash would be a reminder of their service role, whereas the offer of a drink is a friendly gesture.
Notes
scowl v. 怒容；皱眉 expectant adj. 期待的
complacent adj. 自满的 idly adv. 无效地；懒洋洋地
stout n. 烈性黑啤酒 gratuity n. 小费
egalitarian n. ＆ adj. 平等；平均主义（的）
Which statement is true?
A. The British bar staffs dislike people who make up their minds immediately.
B. They like people who can wait in line.
C. They hope people who want to have another drink ring the bell hanging behind the counter.
D. If you offer them a drink to express your tips, they will feel happy.
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verb(stuck, stuck)
[＋adv．/prep．] to push sth, usually a sharp object, into sth; to be pushed into sth：[VN] The nurse stuck the needle into my arm．◆ Don't stick your fingers through the bars of the cage．◆ [V] I found a nail sticking in the tyre．
[＋adv．/prep．] to fix sth to sth else, usually with a sticky substance; to become fixed to sth in this way：[VN] He stuck a stamp on the envelope．◆ We used glue to stick the broken pieces together．◆ I stuck the photos into an album．◆ [V] Her wet clothes were sticking to her body．◆ The glue's useless-the pieces just won't stick．
[VN ＋adv．/prep．](informal)to put sth in a place, especially quickly or carelessly：Stick your bags down there．◆ He stuck his hands in his pockets and strolled off．◆ Can you stick this on the noticeboard? ◆ Peter stuck his head around the door and said, 'Coffee, anyone?' ◆(spoken)Stick 'em up!(＝put your hands above your head-I have a gun)
[V]～(in sth)to become fixed in one position and impossible to move：The key has stuck in the lock．◆ This drawer keeps sticking．
(BrE, informal)(usually used in negative sentences and questions)to accept a difficult or unpleasant situation or person：[VN] I don't know how you stick that job．◆ They're always arguing-I can't stick it any longer．◆ The problem is, my mother can't stick my boyfriend．◆ [V -ing] John can't stick living with his parents．
[V] to become accepted：The police couldn't make the charges stick(＝show them to be true)．◆ His friends called him Bart and the name has stuck(＝has become the name that everyone calls him)．
[V] to not take any more cards
[C](informal, especially AmE)a handle used to change the GEARS of a vehicle
[C] a BATON, used by the person who CONDUCTS an orchestra
[U](BrE, informal)criticism or harsh words：The referee got a lot of stick from the home fans．
(the sticks)[pl．](informal)country areas, a long way from cities：We live out in the sticks．
[C](old-fashioned, BrE, informal)a person：He's not such a bad old stick．阅读理解
Table Manners in America
美国餐桌礼仪
吃的礼节在不同的国度存在着明显的差异。如在我们中国家庭做客，主人会盛情款待你；你吃得越多，主人就会越高兴，还不时会给你添菜斟酒。但如果你把国内这些“挺有礼貌”的习惯带到美国，就可能会被认为不文雅或缺少修养……
When eating at home with guests or eating out，there are several table manners that are generally observed．
Most meals served in American homes are served “family style”； this means that food is placed on platters or in large bowls，and passed around to each person at the table，Each person takes a little food and puts it on his or her plate，and then passes the food to the next person．It is OK to ask for second helpings．
If you are treating your lady friend to a meal at a nice restaurant，it is polite to hold the chair for her while she sits down．Each person orders their own food and drinks，and it is polite to order items that are similar in price to the host’s order．Before beginning your meal，place your napkin over your lap，and remove it when the meal is completely finished。
It is polite to wait until everyone at your table is served before you begin eating；in some instances，it is best to wait until the host begin eating．It is not polite to rest your elbows on the table．Only one hand should be on the table for most of the meal，unless you need to cut meat or pass something．Americans do not chew with their mouths open，or speak when their mouths are full of food．When drinking alcohol，it is impolite to drink too much or get drunk．If you do not drink，you will usually not be pressured to do so，and you should likewise not pressure others to drink with you．
Notes
platter n．大浅盘 napkin n．餐巾
instance n．例子 lap n．膝上
elbow n．肘部 alcohol n．酒；含酒精的饮料
likewise adv．同样；也
Comprehension questions
1．In America，it is good manners _______when eating in a nice restaurant.
A．to order items that are similar in price to the host's order
B．to eat as much as you can
C．to put your elbows on the table
D．to eat and eat until only a little food remains on the table
2．When eating out，it is polite _______．
A．for you to order food and drinks for everyone
B．to put your napkin on the table
C．to speak with your mouth full of food
D．for everyone to order his or her own food and drinks
3．When drinking alcohol，_______．
A．you can put both your hands on the table
B．you can chew with your mouths open
C．you should not drink too much or get drunk
D．you are welcome to drink much or get drunk
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