We can see how the product life cycle works by looking at the introduction of instant coffee. When it was introduced, most people did not like it as much as "regular" coffee and it took several years to gain general acceptance (introduction stage). At one point, though, instant coffee grew rapidly in popularity and many brands were introduced (stage of rapid growth). After a while people became attached to one brand and sales leveled off (stage of maturity). Sales went into a slight decline when freeze-dried coffees were introduced (stage of decline).
The importance of the product life cycle to marketers is this: different stages in the product life cycle call for different strategies. The goal is to extend product life so that sales and profits do not decline. One strategy is called market modification. It means that marketing managers look for new users and market sections. Do you know, for example, that the backpacks that so many students carry today were originally designed for the military?
Market modification also means searching for increased usage among present customers or going for a different market, such as senior citizens. A marketer may re-position the product to appeal to new market sections.
Another product extension strategy is called product modification. It involves changing product quality, features, or style to attract new users or more usage from present users. American auto manufacturers are using quality improvement as one way to recapture（夺回） world markets. Note, also, how auto manufacturers once changed styles dramatically from year to year to keep demand from falling.
46. According to the passage, when people grow accustomed to one particular brand of a product, its sales will ______.
A. decrease gradually B. become unstable
C. improve enormously D. remain at the same level
47. The first paragraph tells us that a new product is _____ .
A. usually introduced to satisfy different tastes
B. often more expensive than old ones
C. often inferior to old ones at first
D. not easily accepted by the public
48. Marketers need to know which of the four stages a product is in so as to _____ .
A. work out marketing policies B. promote its production
C. increase its popularity D. speed up its life cycle
49. The author mentions the example of "backpacks"(Line 4, Para.2 ) to show the importance of _______ .
A. increasing usage among students B. pleasing the young as well as the old
C. exploring new market sections D. serving both military and civil needs
50. In order to recover their share of the world market, U.S. auto makers are _______ .
A. improving product feature B. making their products better
C. modernizing product style D. increasing product quantity
One day a student went to see his teacher. He had been given an important position and now was coming to say goodbye to his teacher. The old man asked him how he would live among high officials. The student answered, “ I will be all right. I have prepared a hundred high hats, one for each official I will meet. I am sure I will succeed.” The teacher got angry on hearing this. “What?” he cried. “Is this what ten years of my teaching has made of you? Nothing but flatterer(拍马屁的人)?” “Excuse me, honored(尊敬的) master,” the student rose to his feet and apologized hurriedly. “But you have always been absorbed in your studies and don’t know how vulgar(庸俗的) the world has come to be. There are few men in the world who are above flatterers like you.” “There is something true in what you said,” the teacher nodded, smiling with one of the student’s “high hats” on.The student came to say goodbye to his teacher because_____________.
| A．he had got hundred hats to sell |
| B．he had got a fairly high position in society |
| C．he wanted to see his parents in his home town |
| D．he moved away to another city |
The student would live among high officials by___________.
| A．selling hats to them | B．making a hundred hats for them |
| C．flattering them | D．serving them |
The teacher was angry with__________.
| A．himself | B．the society | C．his student | D．high officials |
The phrase “rose to his feet” means________.
| A．stood up | B．kicked with his feet |
| C．became quite excited | D．raised his feet |
The teacher____________.
| A．liked to be flattered as well |
| B．really knew nothing about the vulgar world |
| C．was in need of a high hat |
| D．was satisfied with the new hat |
In Canada you can find dogs, cats, horses, etc. in almost every family. These are their pets. People love these pets and have them as their good friends. Before they keep them in their houses, they take them to animal hospitals to give them injections（注射） so that they won’ t carry disease. They have special animal food stores, though they can get animal food in almost every kind of store. Some people spend around two hundred Canadian dollars a month on animal food. When you visit people’ s houses, they would be very glad to show you their pets and they are very proud of them. You will also find that almost every family has a bird feeder in their garden. All kinds of birds are welcomed to come and have a good meal. They are free to come and go and nobody is allowed to kill any animal in Canada. They have a law against killing wild animals. If you killed an animal, you would be punished. If an animal happened to get run over by a car, people would be very sad about it.
People in Canada have many reasons to like animals. One of them might be: Their family ties are not as close as ours. When children grow up, they leave their parents and start their own life. Then the old will feel lonely. But pets can solve this problem. They can be good friends and never leave them alone. The passage mainly talks about ＿＿＿＿＿＿＿＿ .
| A．how to keep disease from pets |
| B．pets in Canada |
| C．how to take good care of pets |
| D．life of the old in Canada |
In Canada, children leave their parents when they grow up because ＿＿＿＿＿ .
| A．they don’ t love their parents any more |
| B．they can only find jobs far from their parents |
| C．their parents’ houses are too small |
| D．they wouldn’t depend on their parents any more |
Which of the following is TRUE？
| A．People buy animal food only at the animal food stores. |
| B．Pets eat better than people. |
| C．Almost every family has a birdcage in his house. |
| D．Any bird can come to the bird feeders to eat. |
Language is always changing. In a society where life continues year after year with few changes, the language does not change either. The earliest known languages had difficult grammar but a small, limited vocabulary. Over the century, the grammar changed, and the vocabulary grew. For example, the English and Spanish people who came to America during the sixteenth century gave names to all the new plants and animals they found. In this way, hundreds of new words were introduced into English and Spanish vocabularies. Today life is changing very fast, and language is changing fast too.
There are several major(主要) language families in the world. Some scientists say there are nine main families, but other scientists divide them differently. The languages in each family are connected, and scientists think that they came from the same parent language. About 3 percent of the people in the world speak languages that are not in these major families.The early language had ________.
| A．a lot of problems | B．words and easy grammar |
| C．words but no grammar | D．grammar but not many words |
In the next few hundred years we can expect language to _____.
| A．stay exactly the same |
| B．change a great deal |
| C．change only a little |
| D．ask more words and drop some grammar |
What this article shows is that _____.
| A．languages change fast |
| B．languages really don't want to change |
| C．language really with changes in society |
| D．Spanish and English change |
Tea drinking was common in China for nearly one thousand years before anyone in Europe had ever heard about tea．People in Britain were much slower in finding out what tea was like, mainly because tea was very expensive. It could not be bought in shops and even those people who could afford to have it sent from Holland did so only because it was a fashionable curiosity. Some of them were not sure how to use it. They thought it was a vegetable and tried cooking the leaves. Then they served them mixed with butter and salt. They soon discovered their mistake but many people used to spread the used tea leaves on bread and give them to their children as sandwiches.
Tea remained scarce and very expensive in England until the ships of the East India Company began to bring it direct from China early in the seventeenth century. During the next few years so much tea came into the country that the price fell and many people could afford to buy it.
At the same time people on the Continent were becoming more and more fond of tea．Until then tea had been drunk without milk in it, but one day a famous French lady named Madame de Sevigne decided to see what tea tasted like when milk was added．She found it so pleasant that she would never again drink it without milk. Because she was such a great lady her friends thought they must copy everything she did, so they also drank their tea with milk in it. Slowly this habit spread until it reached England and today only very few Britons drink tea without milk.
At first, tea was usually drunk after dinner in the evening No one ever thought of drinking tea in the afternoon until a duchess (公爵夫人) found that a cup of tea and a piece of cake at three or four o’clock stopped her getting “a sinking feeling” as she called it. She invited her friends to have this new meal with her and so, tea-time was born.Which of the following is true of the introduction of tea into Britain?
| A．The Britons got expensive tea from India. |
| B．Tea reached Britain from Holland. |
| C．The Britons were the first people in Europe who drank tea. |
| D．It was not until the 17th century that the Britons had tea. |
This passage mainly discusses_____________.
| A．the history of tea drinking in Britain |
| B．how tea became a popular drink in Britain |
| C．how the Britons got the habit of drinking tea |
| D．how tea-time was born |
Tea became a popular drink in Britain.
| A．in eighteenth century |
| B．in sixteenth century |
| C．in seventeenth century |
| D．in the late seventeenth century |
People in Europe began to drink tea with milk because.
| A．it tasted like milk |
| B．it tasted more pleasant |
| C．it became a popular drink |
| D．Madame de Sevinge was such a lady with great social influence that people tried to copy the way she drank tea |
We may infer from the passage that the habit of drinking tea in Britain was mostly due to the influence of ________.
| A．a famous French lady | B．the ancient Chinese |
| C．the upper social class | D．people in Holland |
People in the United States honor their parents with 2 special days: Mother’s Day on the second Sunday in May and Father’s Day on the 3rd Sunday in June. These days are to show love and respect for parents. They raise their children and educate them to be responsible citizens. They give love and care. These two days offer an opportunity to think about the changing roles of mothers and fathers. More mothers now work outside the home and more fathers must help with childcare.
These two special days are celebrated in many different ways. On mother’s Day, people wear carnations. A red one symbolizes a living mother. A white one shows that the mother is dead. Many people attend religious services to honor parents. It’s also a day when people whose parents are dead visit the cemetery(grave). On these days families get together at home as well as in restaurants. They often have outdoor barbecue for Father’s Day. These are days of fun and good feelings and memories.
Another tradition is to give cards and gifts. Children make them in school. Many people make their own presents. These are more valued than those bought in stores. It’s not the value of the gift that is important, but “the thought that counts”. Greeting card stores, florists, candy makers, bakers, phone companies and other stores do lots of business during these holidays.Which is NOT a reason for children to show love and respect for parents?
| A．Parents bring up children. |
| B．Parents give love and care to children. |
| C．Parents educate children to be good persons. |
| D．Parents pass away before children grow up. |
What do you know from the passage?
| A．Both festivals are in May. |
| B．Fewer women worked outside the home in the past. |
| C．Not all the children respect their parents. |
| D．Fathers are not as important as mothers at home. |
Which do you know about “carnation”?
| A．It only has two kinds of color. |
| B．It refers to the special clothes people wear on Mother’s Day. |
| C．It’s a kind of flower showing love and best wishes. |
| D．People can wear them only on the second Sunday in May. |
On Mother’s Day and Father’s Day ___________.
| A．people sometimes have family parties |
| B．everyone goes to the cemetery |
| C．children always go to parents’ home |
| D．hand-made cards are the most valuable gifts. |
What do you think “florists” do ?
| A．They sell flowers. |
| B．They make bread or pastry. |
| C．They offer enough room for having family parties. |
| D．They sell special clothes for Mother’s Day and Father’s Day. |