It’s really a tough job for automakers doing marketing and sales in China, where competition is acute and customers have little loyalty. They have tried a range of tricks in recent years.
But there should be a moral bottom line. Unfortunately, a Buick dealership used the tragedy of a two-month-old infant to advertise its cars last week on Weibo – Micro blog. And Hyundai Motor followed suit.
On March 4, an SUV was stolen with the infant left inside alone in the northeastern city of Changchun. The news spread widely on Weibo after the baby’s father called the local police and radio station for help. The next day it was revealed that the infant was choked to death and buried in snow by the thief. The online community expressed its deeply felt sympathy and condolences.
The Buick dealership posted a photo of the baby and two of its cars on its official Weibo account to advertise its GPS system that can locate the stolen car. “A few thoughts on the Changchun stolen car and baby incident: when buying a car it’s entirely OK to choose a brand with advanced technology,” said the post. Though the post was made before tragic fate of the infant was known, the action generated a storm of outrage on Weibo. Some online commentators said it is “marketing at the cost of lives” and “extremely despicable.”
Worse was the post on Hyundai’s official Weibo account that advertised the anti – theft system on its new SUV Santa Fe, an entry made after the child was known to have died. The action also enraged micro bloggers.
Both posts were soon deleted. The Buick dealership made an apology on Weibo to the family of the victim and the public. But screenshots saved by users continued to be posted and the negative impact on both brands persists.
The two brands probably didn’t expect such a firestorm of fury from the Internet community, but they really made a big mistake sinking below the moral bottom line. They certainly ruined their own brand images.
The Chinese have the same proverb as the English language – a little leak will sink a great ship. It takes decades to build the great ship of a respectable brand but it can take just a moment of negligence to make it fail completely.
For those in corporate marketing, two lessons should be learned: first, be careful in the era of social media when one wrong can be easily magnified and have disastrous impacts in just a few clicks.
Second and more importantly, think with your brain and heart. Never break the moral bonds of respect for human life and sympathy for our fellow man.
【小题1】Who is to blame for the tragedy of Changchun infant according to the passage?

It’s really a tough job for automakers doing marketing and sales in China, where competition is acute and customers have little loyalty. They have tried a range of tricks in recent years.

But there should be a moral bottom line. Unfortunately, a Buick dealership used the tragedy of a two-month-old infant to advertise its cars last week on Weibo – Micro blog. And Hyundai Motor followed suit.

On March 4, an SUV was stolen with the infant left inside alone in the northeastern city of Changchun. The news spread widely on Weibo after the baby’s father called the local police and radio station for help. The next day it was revealed that the infant was choked to death and buried in snow by the thief. The online community expressed its deeply felt sympathy and condolences.

The Buick dealership posted a photo of the baby and two of its cars on its official Weibo account to advertise its GPS system that can locate the stolen car. “A few thoughts on the Changchun stolen car and baby incident: when buying a car it’s entirely OK to choose a brand with advanced technology,” said the post. Though the post was made before tragic fate of the infant was known, the action generated a storm of outrage on Weibo. Some online commentators said it is “marketing at the cost of lives” and “extremely despicable.”

Worse was the post on Hyundai’s official Weibo account that advertised the anti – theft system on its new SUV Santa Fe, an entry made after the child was known to have died. The action also enraged micro bloggers.

Both posts were soon deleted. The Buick dealership made an apology on Weibo to the family of the victim and the public. But screenshots saved by users continued to be posted and the negative impact on both brands persists.

The two brands probably didn’t expect such a firestorm of fury from the Internet community, but they really made a big mistake sinking below the moral bottom line. They certainly ruined their own brand images.

The Chinese have the same proverb as the English language – a little leak will sink a great ship. It takes decades to build the great ship of a respectable brand but it can take just a moment of negligence to make it fail completely.

For those in corporate marketing, two lessons should be learned: first, be careful in the era of social media when one wrong can be easily magnified and have disastrous impacts in just a few clicks.

Second and more importantly, think with your brain and heart. Never break the moral bonds of respect for human life and sympathy for our fellow man.

1.Who is to blame for the tragedy of Changchun infant according to the passage?

A．The baby’s father                      B．Buick and Hyundai dealership

C．Weibo                                D．Not clear

2.Which of the following statements is correct?

A．The missing infant was found alive in the stolen car.

B．Micro blog marketing of tragic infant death fuels firestorm of criticism.

C．People can’t see the two posts any more because they were deleted.

D．The two car brands mentioned in the passage spoiled their own reputation by selling the stolen car.

3.What does the underlined word – “despicable” in paragraph 4 mean?

A．Immoral          B．Important         C．Distinguished       D．Considerable

4.The reason why Hyundai’s post was worse than Buick’s is that _________.

A．Hyundai dealership didn’t make an apology on Weibo

B．Buick dealership expressed its deeply sympathy and condolences

C．Hyundai’s post was made after people knew the infant had died

D．Buick’s car was more advanced on its GPS system

5.In the last paragraph, the author encourages people _____________.

A．not to sink below the moral bottom line

B．not to sympathize our fellow man

C．to think twice before making decision

D．to magnify the mistakes people make

It’s really a tough job for automakers doing marketing and sales in China, where competition is acute and customers have little loyalty. They have tried a range of tricks in recent years.
But there should be a moral bottom line. Unfortunately, a Buick dealership used the tragedy of a two-month-old infant to advertise its cars last week on Weibo – Micro blog. And Hyundai Motor followed suit.
On March 4, an SUV was stolen with the infant left inside alone in the northeastern city of Changchun. The news spread widely on Weibo after the baby’s father called the local police and radio station for help. The next day it was revealed that the infant was choked to death and buried in snow by the thief. The online community expressed its deeply felt sympathy and condolences.
The Buick dealership posted a photo of the baby and two of its cars on its official Weibo account to advertise its GPS system that can locate the stolen car. “A few thoughts on the Changchun stolen car and baby incident: when buying a car it’s entirely OK to choose a brand with advanced technology,” said the post. Though the post was made before tragic fate of the infant was known, the action generated a storm of outrage on Weibo. Some online commentators said it is “marketing at the cost of lives” and “extremely despicable.”
Worse was the post on Hyundai’s official Weibo account that advertised the anti – theft system on its new SUV Santa Fe, an entry made after the child was known to have died. The action also enraged micro bloggers.
Both posts were soon deleted. The Buick dealership made an apology on Weibo to the family of the victim and the public. But screenshots saved by users continued to be posted and the negative impact on both brands persists.
The two brands probably didn’t expect such a firestorm of fury from the Internet community, but they really made a big mistake sinking below the moral bottom line. They certainly ruined their own brand images.
The Chinese have the same proverb as the English language – a little leak will sink a great ship. It takes decades to build the great ship of a respectable brand but it can take just a moment of negligence to make it fail completely.
For those in corporate marketing, two lessons should be learned: first, be careful in the era of social media when one wrong can be easily magnified and have disastrous impacts in just a few clicks.
Second and more importantly, think with your brain and heart. Never break the moral bonds of respect for human life and sympathy for our fellow man

1. 1.

   Who is to blame for the tragedy of Changchun infant according to the passage?

   1. A.
      The baby’s father
   2. B.
      Buick and Hyundai dealership
   3. C.
      Weibo
   4. D.
      Not clear
2. 2.

   Which of the following statements is correct?

   1. A.
      The missing infant was found alive in the stolen car
   2. B.
      Micro blog marketing of tragic infant death fuels firestorm of criticism
   3. C.
      People can’t see the two posts any more because they were deleted
   4. D.
      The two car brands mentioned in the passage spoiled their own reputation by selling the stolen car
3. 3.

   What does the underlined word – “despicable” in paragraph 4 mean?

   1. A.
      Immoral
   2. B.
      Important
   3. C.
      Distinguished
   4. D.
      Considerable
4. 4.

   The reason why Hyundai’s post was worse than Buick’s is that______.

   1. A.
      Hyundai dealership didn’t make an apology on Weibo
   2. B.
      Buick dealership expressed its deeply sympathy and condolences
   3. C.
      Hyundai’s post was made after people knew the infant had died
   4. D.
      Buick’s car was more advanced on its GPS system
5. 5.

   In the last paragraph, the author encourages people ______.

   1. A.
      not to sink below the moral bottom line
   2. B.
      not to sympathize our fellow man
   3. C.
      to think twice before making decision
   4. D.
      to magnify the mistakes people make

Hungry for the brightest students, many of the country's stronger universities are actively discounting tuition （学费）．And it's the high achievers, rather than the needy students, who are getting a good chunk of the money．The practice is remarkably widespread, reaching almost all but the 30 or so Ivy and other top colleges that forbid good grades-based financial aid．Schools are also becoming more aggressive in raising their discounts．At the DePauw University Website, enter an SAT or ACT score, grade point average and class rank, and a computer program immediately tells you what kind of "award"．Only "the real unlucky" pay full price any more．

About 76% of first-year students got some form of discount this year at 331 private schools．Average award per student: $7,000．At small schools with tuition under about $20,000, the average discount is even higher, with some schools returning over half their tuition．                                                          

Carnegie Mellon even tells students it will "negotiate（讨价还价）" and perhaps match financial-aid packages if kids are offered bigger awards at other schools．Much as banks and insurers offer special rates to their best customers, schools are giving the biggest breaks to their top students．Public four-year colleges, too, are offering discounts．

The flip side of big discounts is that less money is available to improve academic programs and keep school infrastructure （基础设施） up to date．Universities that have sharply increased their tuition discount rates have seen graduation rates fall, and that's true even among highly selective schools．They get the students in the door, but don't have the services to keep them．

From the first paragraph, we can judge that _______．

       A．all the universities don’t offer tuition discounts．

       B．Ivy and other top colleges offer financial aid to the high achievers

       C．the needy students get more money from the universities

       D．the graduation rates of the students from highly selected schools fall

The underlined words “flip side” in the last paragraph probably mean “_______”．

       A．advantage    B．disadvantage   C．bad practice        D．good function

Which of the following statements is TRUE according to the passage?

       A．The brightest students are not at all hungry for stronger universities．

       B．About 76% of first-year students got an award of $ 20,000 per year．

       C．Public colleges never offer discounts to the students．

       D．Colleges should concentrate more on the services to keep the students      

This passage mainly talks about _______．

       A．the great benefit of offering lower tuition

       B．college tuition discounts in popularity 

       C．the top students in need of tuition discounts

       D．reducing graduation rates due to big discounts 

The last time we had great fun was _____ we were visiting the Water Park.

   A. where        B. how         C. when         D. why