高等教育新综合英语B1作业习题集12春英语Word文件下载.docx
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高等教育新综合英语B1作业习题集12春英语Word文件下载.docx
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Thereare2readingpassagesinthispart.Eachpassageisfollowedbysomequestionsorunfinishedstatements.ForeachofthemtherearefourchoicesmarkedA),B),C)andD).
PassageOne
Questions1-5arebasedonthefollowingpassage:
In1985,theCoca-colaCompanymadethedecisiontochangetheformulaofitsleadingsoftdrink.Thechangewasbasedonthefindingsofmanymarketstudies.Thesestudieshadshownthatthegeneralresponsetothenewproductwasgood.However,thechangeofthetraditionalCoca-colabyNewCokewasrejectedbythemajorityofdrinkers.Infact,thecompanyhadtostepbackandrestartproductionoftheoldformulaofCoca-cola.
ThemostimportantreasonwhyNewCokewasrejectedwastheemotionalrelationshipthatexistedbetweendrinkersandtheoldsoftdrinkformula.DrinkingCoca-colahadbecomeatraditionformanypeopleoverits99yearsofexistence.ThechangemadebythecompanywasnotonlyinCoke’sformulabutalsointhetraditionalvaluesandmemoriesthatitrepresentedtothedrinkers.“WehadtakenawaymorethantheproductCoca-cola.Wehadtakenawayalittlepartofthemandtheirpast.”Thedrinkersrejectedthis“improvement”,because“theybelievedthatCokestoodfortraditionalvalue,sotheybetrayedwhentheproductchangedcompletelyovernight”.
AlthoughalotofresearchwasdonebyCoca-colaCompany,itdidn’tshowthedepthofdrinker’semotionfortheproduct.Thestudiestookmanyforms,butnoneofthetestswasabletomeasurethedegreeofpersonalandemotionalreactionscausedbythedisappearanceoftheold,traditionalCoca-cola.Theweaknessoftheresearchwasthatitwasmainlyquantitativeinform.Theresultwasonlynumbersthatcouldnotshowthedeepmeaningtheproducthadformanypeople.Amoreextensivestudyfocusingonthequalitativeaspectsofthechangewouldperhapshavebeenabletodemonstratethecloserelationshipexistingbetweendrinkersandproduct.
1.Coca-colacompanychangedtheformulain1985because___B_____.
A)itledthesoftdrinkindustryinthemarket
B)itsmarketstudiessupportedthechangeintheformula
C)itcarriedoutmarketresearchforexpansion
D)itsimplyfelttheneedtomakethechange
2.Accordingtothepassage,thedrinkersrejectedNewCokebecauseof___D_____.
A)thelateresponsetothemarketbyCoca-colacompany
B)thereproductionofCoca-cola’solddrinkformula
C)astrongdislikebyCoca-cola’sregulardrinkers
D)theemotionalrelationshipbetweenthedrinkersandtheoldsoftdrink
3.TheproductCoca-colawasbelievedtostandfor___A____.
A)traditionalvaluesandgoodmemories
B)traditionalcustomsandhappydays
C)pasthonorsandefficientmanagement
D)topqualityandwonderfultaste
4.Whichofthefollowingstatementsistrue?
C
A)ResearchbyCoca-colaconsideredemotionalfactors.
B)Coca-coladidlittleresearchbeforetheymadethechange.
C)ResearchbyCoca-colawasquantitativeratherthanqualitative.
D)ResearchbyCoca-colawasbothquantitativeandqualitative.
5.Theauthorofthearticleclearlyindicatesthat__C______.
A)theweaknessoftheresearchcouldhavebeenremoved
B)Coca-colashouldhavemeasuredthequantitativefactorsmorecarefully
C)Coca-colashouldhavedoneamoreextensivequalitativestudy
D)aslowerchangeoftheproductmighthaveimprovedthesalesofthecompany
Passage2
Questions6-10arebasedonthefollowingpassage:
HollywoodnolongerrulesSouthKoreancinema,whichisbreakingoutallover.Since1999SeoulfilmmakershavebeenturningoutAsia’sfirstcriticallyapplaudedfilms,and“MyWifeIsaGangster”and“Phone”arethemoststunninglygoodexamples.InthewayAmericanstourHollywood,AsiansvisitKoreatoseesitesfeaturedintheirfavoritemovies.
KoreaoncelookedtoAmericaforidea,butnowthereverseistrue.HollywoodissnappingupremakerightstodozensofKoreanfilms.Madonna’sMaverickFilmsisremakingthehorrorfilm“Phone”.AndDreamWorksrecentlyboughttherightstoanotherhorrorfilm“ATaleofTwoSisters.”Tocapitalizeonalltheattention,SouthKoreahasmovedaggressivelytocastitselfasthecenterofAsia’sfilmmarket.
TheSeoulgovernmentandindustryleadersareworkingtorankthePusanFilmFestivalasCannes(戛纳)East,thefestivalswheredealsgetgone,aone–stopplacewheremoviemakerscanshopforfinancing,exports,evenlocation.InpreparationforthenextPusanFestivalthisfall,delegationsfromIndonesia,Malaysia,TaiwanandalloverAsiahavebeenflockingtoSeoultostudytheKoreanfilmrevival.“WelookatKoreawithanenviouseye,”saysoneofHongKongmoviemakers,“Filmmakersandaudienceshavefoundarealvibes(i.e.goodatmosphere)betweenthem,likeinthe1970sand‘80sinHongKong.”
TheKoreanfilmindustry
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