To understand the marketing concept, it is only necessary to understand the difference between marketing and selling．Not too many years ago, most industries concentrated primarily on the efficient production of goods, and then relied on "persuasive salesmanship" to move as much of these goods as
possible．Such production and selling focuses on the needs of the seller to produce goods and then convert them into money.
Marketing, on the other hand, focuses on the wants of consumers．It begins with first analyzing the preferences and demands of consumers and then producing goods that will satisfy them．This eye - on - the - consumer approach is known as the marketing concept, which simply means that instead of trying to sell whatever is easiest to produce or buy for resale, the makers and dealers first endeavor to find out what the consumer wants to buy and 
then go about
making it available for purchase.
This concept（理念） does not imply that business is benevolent（慈善的） or that consumer satisfaction is given priority over profit in a company．There are always two sides to every business transaction -- the firm and the customer -- and each must be satisfied before trade occurs．Successful merchants and producers, however, recognize that the surest route to profit is through understanding and meeting to customers．A striking example of the importance of meeting to the consumer presented itself in mid - 1985, when Coca Cola changed the flavor of its drink．The non - acceptance of the new flavor by a significant part of the public brought about a prompt（果断的） restoration（恢复） of the Classic Coke, which was then marketed alongside new．King Customer ruled!The marketing concept discussed in the passage is, in fact, __________.
| A．the practice of turning goods into money |
| B．making goods available for purchase |
| C．the customer- centered approach |
| D．a form of persuasive salesmanship |
What was the main concern of industrialists before the marketing concept was widely accepted?
| A．The needs of the market． | B．The efficiency of production. |
| C．The satisfaction of the user． | D．The preferences of the dealer. |
According to the passage, the underlined part "to move as much of these goods as possible" （Para．1） means _________.
| A．to sell the largest possible amount of goods |
| B．to transport goods as efficiently as possible |
| C．to dispose of these goods in large quantities |
| D．to redesign these goods for large - scale production |
What does the restoration of the Classic Coke best illustrate?
| A．Traditional goods have a stronger appeal to the majority of people. |
| B．It takes time for a new product to be accepted by the public. |
| C．Consumers with conservative tastes are often difficult to please. |
| D．Products must be designed to suit the taste of the consumer. |
PART THREE READING COMPREHENSION
Directions: Read the following three passages. Each passage is followed by several questions or unfinished statements. For each of them there are four choices marked A.B.C and D. Choose the one that fits best according to the information given in the passage.
NEW YORK(Reuters)----The Internet and advances in technology are transforming fashion, making it easier for designers to create collections and less expensive for them to show and sell their work, experts say.
Instead of spending tens of thousands of dollars on a runway(T形台)show at New York Fashion Week, some designers presented collections for spring and summer 2010 online, while others are expanding the reach of their brand by making it easier for shoppers to buy their clothes online.
Designer Norma Kamali and Polo Ralph Lauren Corp both have applications for Apple Inc’s iPhone that allows shoppers to buy clothes from their phone.
“This is the technology that’s changing our lives,” said Kamali, who displayed her spring and summer 2010 collection as well as exclusive lines (专卖品) for eBay Inc and Walmart.com at the Apple store in Manhattan’s Soho neighborhood.
Kamali’s iPhone application has a “Try Before You Buy” option, which allows clothes to be sent overnight to a customer, who provides her credit card information, so she can try them on at home before deciding to buy.
Menswear designer Miguel Antoinne and womenswear designer Marc Bouwer both put on virtual fashion shows, while models at fashion designer Vivienne Tam’s show carried a laptop computer adorned(装饰) with a Tam design.
Mazdack Rassi, co-founder and creative director of Milk Studios, a downtown space that showed about 70 collections during New York Fashion Week, and was considering projecting shows on the side of a building so people at nearby park could watch.
With cable TV and the Internet, designers know that their shows can be seen by many more people than just the editors and media who attend.
Designers are finding that technology can also help the actual design work by allowing artists to explore new ideas and processes.
But Simon Collins, the dean of fashion at Parsons----the new school for design, said even though technology is helpful, there is still no substitute for talent and hard work. “Absolutely, there’ll be people out there that have successful businesses that don’t know the first thing about draping(剪裁) and construction, just think it up, put it on the computer, fire it off the factory and it works,” Collins said. “But they’re the exception, not the rule.”
56. According to the passage, one advantage of the Internet is that it allows the designers to____________.
A. share their collections with other designers
B. display their work at a lower cost
C. receive information about the popular fashion trend
D. inform the editors and media of their collections
57. Which of the following is TRUE about Kamali?
A. She’s aware of the importance of the Internet.
B. She’s against buying clothes online.
C. She thinks New York Fashion Week will attract fewer and fewer people.
D. She’s considering holding a show on the side of a building.
58. We can infer from the passage that ____________.
A. it’s difficult to become a well-known designer
B. it’s dangerous to do online shopping
C. few people pay attention to virtual fashion shows
D. designers are finding various ways to make their shows known to the public
59. According to the last paragraph, we know that Collins ____________.
A. is a successful businessman
B. does not agree that technology is helpful in designing works
C. pays more attention to people’s natural gift and hard work
D. does not understand the fashion of actual design work
60. The purpose of the writing is to ____________.
A. celebrate the success of New York Fashion Week
B. stress the role of technology in fashion
C. introduce the activities in New York Fashion Week
D. advertise New York Fashion Week
When families gather for Christmas dinner, some will stick to formal traditions dating back to grandma’s generation. Their tables will be set with the good dishes and silver, and the dress code will be Sunday best.
But in many other homes, this china-and-silver elegance has given way to a stoneware (粗陶) and stainless informality, with dresses assuming an equally casual-Friday look. For hosts and guests, the change means greater simplicity and comfort. For makers of fine china in Britain, it spells economic hard times.
Last week Royal Doulton, the largest employer in Stoke-on-Trent, announced that it is eliminating 1,000 jobs－one-fifth of its total workforce. That brings to more than 4,000 the number of positions lost in 18 months in the pottery (陶瓷) region. Wedgwood and other pottery factories made cuts earlier.
Although a strong pound and weak markets in Asia play a role in the downsizing, the layoffs in Stoke have their roots in earthshaking social shifts. A spokesman for Royal Doulton admitted that the company “has been somewhat slow in catching up with the trend” toward casual dining. Families eat together less often, he explained, and more people eat alone, either because they are single or they eat in front of television.
Even dinner parties, if they happen at all, have gone casual. In a time of long work hours and demanding family schedules, busy hosts insist, rightly, that it’s better to share a takeout pizza on paper plates in the family room than to wait for the perfect moment or a “real” dinner party. Too often, the perfect moment never comes. Iron a fine-patterned tablecloth? Forget it. Polish the silver? Who has time?
Yet the loss of formality has its down side. The fine points of etiquette (礼节) that children might once have learned at the table by observation or instruction from parents and grandparents (“Chew with your mouth closed.” “Keep your elbows off the table.”) must be picked up elsewhere. Some companies now offer etiquette seminars for employees who may be able professionally but inexperienced socially.
67．Why do people tend to follow the trend to casual dining?
A. Family members need more time to relax.
B. Busy schedules leave people no time for formality.
C. People prefer to live a comfortable life.
D. Young people won’t follow the etiquette of the older generation
68．It can be learned from the passage that Royal Doulton is ________.
A. a seller of stainless steel tableware B. a dealer in stoneware
C. a pottery chain store D. a producer of fine china
69．The main cause of the layoffs in the pottery industry is ________.
A. the increased value of the pound
B. the worsening economy in Asia
C. the change in people’s way of life
D. the fierce competition at home and abroad
70．Formal table manners, though less popular than before in current social life, ________.
A. are still a must on certain occasions B. are certain to return sooner or later
C. are still being taught by parents at home D. can help improve personal relationships
By far the most common difficulty in study is simple failure to get down to regular concentrated work. This difficulty is much greater for those who do not work to a plan and have no regular routine of study. Many students muddle along, doing a bit of this subject or that, as the mood takes them, or letting their set work pile up until the last possible moment.
Few students work to a set timetable. They say that if they did work out a timetable for themselves they would not keep to it, or would have to change it frequently, since they can never predict (foresee) from one day to the next what their activities will be.
No doubt some students take much more kindly to a regular routine than others. There are many who shy away from a self-controlled weekly timetable, and dislike being tied down to a fixed programme of work . Many able students state that they work in cycles. When they become interested in a topic they work on it attentively for three or four days at a time. On other days they avoid work completely. It has to be admitted that we do not fully understand the motivation to work. Most people over 25 years of age have become used to a work routine, and the majority of really productive workers set aside regular hours for the more important areas of their work. The “tough-minded” school of workers doesn’t fully accept the idea that good work can only be done naturally, under the influence of inspiration.
Those who believe that they need only work and study as the fit takes them have a mistaken belief either in their own talent or in the value of “freedom”. Freedom from control and discipline leads to unhappiness rather than to “self-expression” or “personality development”. Our society insists on regular habits, timekeeping and punctuality (准时), and whether we like it or not, if we mean to make our way in society, we have to meet its demands.
63．The most widespread problem in applying oneself to study is ________.
A. changing from one subject to another
B. the failure to keep to a set timetable of work
C. the unwillingness to follow a systematic plan
D. working on a subject only when one feels like it
64．Which of the following is true ?
A. Many students are not interested in using a self-controlled timetable.
B. Many students don’t like being told to study to a fixed timetable.
C. Most people over 25 years of age don’t work to a set timetable.
D. Tough-minded people agree that good work is done naturally.
65．The underlined part “as the fit takes them” in paragraph 4 means ________.
A. when they have the energy B. when they are in the mood
C. when they feel fit D. when they find conditions suitable
66．A suitable title for the passage might be ________.
A. Attitudes to Study B. A study Plan
C. The Difficulties of Studying D. Study and Self-discipline
Most people would agree that it would be wonderful if humans could regenerate (再生) limbs. Those who have lost their arms or legs would be complete again. The day is still far off when this might happen. But in the last 10 years, doctors have reported regeneration in smaller parts of the body, most often fingers.
Regeneration is not a newly-discovered process. For centuries, scientists have seen it work in some kinds of animals. Scientists now are looking for a way to turn on this exciting ability in more highly-developed animals, including humans. Their experiments show that nerves (神经), cell chemistry and the natural electric currents in the body all seem to have a part in this process.
The body of every animal contains general purpose cells that change into whatever kind of cells the body needs. These cells collect around the wound. They form a mass called a blastema (芽基). The cells of the blastema begin to change. Some became bone cells, some muscle cells, some skin cells. Slowly, a new part re-grows from the body outward. When completed, the new part is just like the old one.
More than 200 years ago, Italian scientist Luigi Spallanzani showed that younger animals have a greater ability to regenerate lost parts than older animals. So do animals lower on the ladder of evolutionary (进化的) development. The major differences seem to be that less-developed animals have more nerves in their tails and legs than humans do in their arms and legs.
Another helpful piece of information was discovered in the late 1800s. Scientists found that when a creature is injured, an electrical current flows around the wound. The strength of the current depends on how severe the wound is and on how much nerve tissue (组织) is present.
59．According to the passage, limb regeneration ________.
A. will become a reality in the near future
B. has been reported successful in some patients
C. has a long way to go before it works in humans
D. is a branch of study set up by a group of modern doctors
60．What animals are lower on the ladder of evolutionary development ?
A. More-developed animals. B. Less-developed animals.
C. Highly developed animals. D. Fully-developed animals.
61．According to Luigi Spallanzani’s discovery, ________.
A. humans have less nerves in the limbs than animals
B. some animals may not have so much nerve tissue as others
C. an injured animal regenerates masses of cells round the wound
D. electrical current can be found around the would in younger animals
62．The passage is mainly about ________.
A. a newly-discovered process B. research on animal evolution
C. a new medical discovery D. research on regeneration
TOKYO—A child-like robot that combines the roles of nurse, companion and security guard is to go on the market to help the growing ranks of elderly Japanese with no one to look after them.
The “Wakamaru” robot can walk around a house 24 hours a day, warning family, hospitals and security firms if it perceives (notices) a problem. It will, for example, call relatives if the owner fails to get out of the bath.
Cameras implanted in the “eye-brows” of the robot enable it to “see” as it walks around an apartment. The images can be sent to the latest cellphones, which display the pictures.
Mitsubishi Heavy Industries, which developed Wakamaru, plans to start selling the metre-high robots by April, 2005, for about ＄15,000 Cdn.
Wakamaru, which speaks with either the voice of a boy or girl, is also designed to provide companionship, greeting its “papa” when he comes home.
It is the first household robot able to hold simple conversations, based on a vocabulary of around 10,000 words. It cannot only speak but can understand answers and react accordingly.
It will ask “Are you all right ?” if its owner does not move for some time. If the answer is no, or there is no answer, it will telephone preset numbers, transmitting images and functioning as a speakerphone.
A. The robot can dial proper numbers for help.
B. The robot is likely to have a promising market.
C. The robot has given the Japanese a chance to live longer.
D. The nuclear families have left many elderly Japanese anxious.
58．What is the best title of this passage ?
A. The Latest Development of Robot Technology
B. Japanese Robot and the Ageing Society
C. Vast Market of the New Robot
D. Japanese-built Robot to Help the Old