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 According to an unpublished paper the group produced, “It is possible to use these techniques to predict not only whether people will remember and have specific emotional reactions to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

Every year thousands of tourists visit Pompeii (庞贝，意大利那不勒斯附近一座古城) , Italy. They see the sights that Pompeii is famous for ------ its stadium (运动场) and theatre, its shops and restaurants. The tourists do not, however, see Pompeii’s people. They do not see them because Pompeii has no people. No one has lived in Pompeii for almost 2000 years.

Once, Pompeii was a busy city of 22,000 people. It lay at the foot of Mount Vesuvius (维苏威火山) , a grass-covered volcano (火山). Mount Vesuvius had not erupted (爆发) for centuries, so the people of Pompeii felt safe. But they were not.

In August of AD 79, Mount Vesuvius erupted. The entire top of the mountain exploded, and a huge black cloud rose into the air. Soon stones and hot ash began to fall on Pompeii. When the eruption ended two days later, Pompeii was buried (埋藏) under 20 feet of stones and ashes. Almost all of its people were dead.

For centuries, Pompeii lay buried under stone and ash. Then, in the year 1861, an Italian scientist named Ginseppe began to uncover (发现) Pompeii. Slowly, carefully, Ginseppe and his men dug. The city looked almost the same as it had looked in AD 79. There were streets and fountains, houses and shops. There was a stadium with 20, 000 seats. Perhaps the most important of all, there were everyday objects, which tell us a great deal about the people who lived in Pompeii. Many glasses and jars had some dark blue colour in the bottom, so we know that the people of Pompeii liked wine. They liked bread, too; metal bread pans were in even bakery (面包房). In one bakery there were 81 round, flat loaves of bread ------- a type of bread that is still sold in Italy today. Tiny boxes filled with a dark, shiny powder tell us that women liked to wear eye-makeup (眼部化装品) .

Ginseppe has died, but his work continues. One-fourth has not been uncovered yet. Scientists are still digging, still making discoveries that draw the tourists to Pompeii.

49．Why do large numbers of people come to Pompeii each year?

A.　　 To visit the volcano.　　　　　　　　　　　　　　　　　 B. To shop and eat there.

C.To watch sports and plays.　　　　　　　　　　　　　 D. To see how Pompeiians lived

50. Why did the city uncovered look almost the same as it had looked in AD 79?

A Because Ginseppe and his men dug it slowly and carefully.

B Because the city was buried alive and remained untouched.

C Because scientists successfully rebuilt the city with everyday objects.

D Because nobody had lived in the city ever since the volcano erupted.

51. What’s the meaning of the underlined word “ exploded” in the third paragraph?

A.　爆炸 　　　　　　　 B.震动　　　　　　　　　　　　 C.倒塌　　　　　　　　　　　　 D.开裂

52. What do we know about the Pompeiians who lived 2000 years ago?

A They lived more or less the same as Italians now do.

B They liked women wearing all kings of makeup.

C They enjoyed a lazy life with drinking and eating.

D They went back to Pompeii after the eruption in AD 79.

       John Steinbeck once said, “All American believe they are born fishermen. For a man to admit to a distaste in fishing would be like speaking publicly against mother-love or hating moonlight”.

I can’t say I’m the biggest John Steinbeck fan. Actually, the only thing I can ever remember read by him was “The Pearl” when I was in middle school, but I couldn’t agree more with the man when it comes to fishing. When I am on a boat in the middle of the lay Lake, fishing off the shores of the Florida Keys for tarpon or catching rainbow trout in the Shoshone River of Wyoming. Fishing is my life.

According to the American Sports Fishing Association, the fishing industry brings in more than $ 116 billion per year from fishermen across the country.

However, fishing is much more than that. Fishing is a way of life for many people and a way to escape everyday stress. Being a fisherman makes me a member of a wonderful group of people extending to all walks of life. Even President Bush can be found fishing on his farm in Texas with his good friend Roland Martin when the jobs gets too stressful.

I can remember fishing with my grandfather when I was 5 years old on his boat at Lake Michel. Although I didn’t understand what I was doing, I did know that my grandfather was happy and that made me happy. Since then I’ve spent the past 16 years on the rivers and lakes of Alabama.

After days of practice, before and after work, I slowly developed an understanding of fishing. My boss, Ric Horst, took me back to the Shoshone, and I managed to bring in a 19-inch cutthroat trout. Fishing with Ric was a life-changing experience for me. He not only showed me how to fish correctly, but also told me how fishing could be a way to escape your problems.

Since then, prime-time season seems to take forever to arrive.

Now, with the ending of February and beginning of March in sight, the excitement of heading out to Lake Tus caloosa or Lake Lurleen before classes and catching something has finally returned.

9．What John Steinbeck said in the first paragraph implies that ______

A. American are believed to be the offspring of fishermen.

B. it is unthinkable for an American to admit his dislike of fishing.

C. all American are expert at fishing.

D. those who dislike fishing would not love their mother.

10．The writer came to understand the real meaning of fishing ______.

A. when he was reading “The Pearl” by John Steinbeck     

B. when he went fishing with his grandfather at Lake Mitchell

C. after he had spent 16 years on the rivers and lakes of Alabama

D. after he went fishing with his boss, Ric Horst on the Shoshone

11．According to the author, ______.

A. people can get to know VIPs when fishing     

B. people can smooth away all the troubles by fishing

C. fishing is a way of communication  

D. fishing is a way of life for most American people

12．What is the purpose of the writing?

A. To describe the writer’s experience and understanding of fishing. 

B. To explain the reason why so many Americans like fishing.

C. To make others understand the industry of fishing.

D. To express his opinions about fishing in different time of the year.

             
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.