“ONLY A COKE WILL DO”
“We don’t necessarily believe that new advertising, which might make consumers feel better about the Coke brand or better about the ads themselves, will actually result in consumers consuming more of the product,” Morgan Stanley’s Bill Pecoriello wrote in a research note the day after the investor meeting. But Coke is optimistic it can regain its old magic, and is banking on a new slogan: “Welcome to the Coke side of life.”
BREAKTHROUGH HIT?
With PepsiCo about to surpass Coke as the beverage king on Wall Street – Pepsi’s market capitalization has soared in recent years to $97.9 billion, putting it less than a billion dollars behind its rival(对手) – the heat is on Coke. It’s set to launch a new marketing campaign in March, 2006. And having taken a quick look at Coke’s investor presentation on Dec. 7 in New York, my sense is that Coke may be moving in the right direction.
Given the continued shift by consumers away from soda – Coke’s stronghold – and into alternative beverages like juice, tea and water, Coke badly needs a breakthrough hit. And given that shift away from soda, some analysts wonder whether even the catchiest new ads will be enough to put the fizz back into Coke.
SAME OLD, UPDATED.
The new flavors of PowerAde sports drink will probably enable Coke to continue stealing market share from PepsiCo’s Gatorade brand. And Coke is getting a little more creative with packaging, including new, aluminum bottles of Coke that will be sold in nightclubs, and an 8.4-ounce “100 calorie” version of its flagship Coke that will appeal to women who want fewer calories and will like the fact that the small can will fit in their purse. I doubt whether other new products will be successful, including a new coffee-flavored soda called Coke-Cola Blak that I tried. Think carbonated coffee. But I’m not sure if the product, which Coke is pitching as an afternoon pick-me-up for the 35-and-over set, is going to pull people away from their afternoon Frappucino fix. And my opinion is that Vault, an orange-flavored energy drink, will have just as much trouble unseating Mountain Dew among teens as did Coke’s last attempt, a product called Surge.
If there is one concern I have about the fresh offerings Coke plans to launch this year, it appears that many of them are simply new brands, not new products.
68.According to the passage, we can know that ____.
A. Coke mainly depends on new products recently
B. nowadays Coke is comparatively less popular
C. PepsiCo has taken the place of Coke
D. Coke has few new brands
69.The underlined word “soared” means ____.
A. achieved B. dropped C. increased D. failed
70.When the middle-aged people feel tired, what would they prefer to drink in order to continue their work?
A. Vault. B. Surge. C. Coke-Cola Blak D. Frappucino.
71.What is the best title of the passage?
A. Troubles in Coke Company
B. Varieties of New Products
C. The Importance of New Advertisements
D. The Relationship Between Coke and Pepsi
Look at this mail-order advertisement:
| SUNSHINE COMPANY Products for a Safe Environment |
|||
A2477—l You're going to love this natural soap.There are no chemicals in it.It is very good for your hands and face. |
D4545—GARDEN SPRAY Insects are going to run away from our new chiligarlic spray.It's safe and natural. |
||
| B2377—HOME CLEANERYou're not going to need 5 or 6 chemical cleaners.You have Dr Clean!It is safe and strong,and it cleans everything in your house! |
A2104—CANVAS BAG You're going to say,“No paper or plastic!”You have this excellent heavy canvas shopping bag. |
||
 |
item |
code |
price |
| Natural ampoo |
T6762 |
$3.00 |
|
| garden spray |
D4545 |
$2.50 |
|
| canvas bag |
A2104 |
$4.00 |
|
| hand soap |
A2477 |
$1.00 |
|
| home cleaner |
B2377 |
$2.25 |
|
| Postage:$3.50 |
Dr Clean is _________.
| A．an expert in cleaning everything | B．a newly-invented machine |
| C．a can of cleaning powder | D．a magic cloth for cleaning |
According to the ad,where can you mail your letter if you want something to kill the ants?
| A．D4545 Garden Spray. | B．Sunshine Company. |
| C．A2104 Canvas Bag. | D．The Dr Clean's. |
You're going to love the natural soap,because _________.
| A．it is cheap | B．it smells sweet |
| C．there are no chemicals | D．it is powerful |
According to the ad,how much do you have to pay for 3 shampoos and 2 canvas bags totally?
| A．＄12.25. | B．＄20.50. | C．＄13.50. | D．＄17. |
Shundagarh is a village on India's east-facing coast.It is a village of simple mud and grass houses built on the beach just above the waterline.The Khadra Hills rise immediately behind the village,to a height of one hundred and fifty meters.A simple,good-hearted old man,whose name was Jalpur,farmed two small fields on the very edge of these hills.From his fields he could see the fishing boats that travelled up and down the coast.He could see the children playing on the sands;their mothers washing clothes on the flat stones where the Shiva River flowed into the sea;and their fathers landing the latest catch or repairing nets and telling stories that had no end.
All Jalpur owned in the world were the clothes he wore day in and day out,the miserable hut(小屋) that he slept in at night,a few tools and cooking pots—and his fields.The corn that he grew was all that made life possible.If the weather was kind and the harvest was good,Jalpur could live happily enough—not well,but happily.When the sun was fierce,and there was little or no rain,then he came close to the line between life and death.
Last year the weather had been so kind,and the harvest promised to be so good,that Jalpur had been wondering whether he could sell all that he had and live with his son farther up the coast.He had been thinking about doing this for some years.It was his dearest wish to spend his last days with his son and his wife.But he would go only if he could give;he would not go if it meant taking food out of the mouths of his grandchildren.He would rather die hungry than do this.
On the day when Jalpur decided that he would harvest his corn,sell it,and move up the coast,he looked out to sea and saw a huge wave,several kilometers out,advancing on the coast and on the village of Shundagarh.Within ten minutes everyone in Shundagarh would be drowned.Jalpur would have shouted,but the people were too far away to hear.He would have run down the hill,but he was too old to run.He was prepared to do anything to save the people of Shundagarh,so he did the only thing that he could do: he set fire to his corn.In a matter of seconds the flames were rising high and smoke was rising higher.Within a minute the people of Shundagarh were racing up the hill to see what had happened.There,in the middle of his blackened cornfield,they found Jalpur;and there they buried him.
On his grave,they wrote the words: Here lies Jalpur,a man who gave,living: a man who died,giving.Which of the following could Jalpur NOT see from his Fields?
| A．Mothers washing clothes. |
| B．Fathers taking their corn to market. |
| C．Fishing boats traveling on the sea. |
| D．Children playing on the sands. |
Why didn't Jalpur live well?
| A．He didn't work hard. |
| B．He had too many children to feed. |
| C．He only depended on good weather and harvest for survival. |
| D．The villagers kept taking his corn. |
Jalpur's dearest wish was to _________.
| A．move away from his son |
| B．take a vacation up the coast |
| C．make a great deal of money in order to live an easy life |
| D．spend his last days with his son and his wife |
What did Jalpur do when he saw the huge wave?
| A．He set his corn on fire so the people of Shundagarh would leave the beach. |
| B．He screamed loudly to get the villagers' attention. |
| C．He ran down the hill to tell the people. |
| D．He stood still,not knowing what to do. |
Early one morning,more than a hundred years ago,an American inventor called Elias Howe finally fell asleep.He had been working all night on the design of a sewing machine but he had run into a very difficult problem: It seemed impossible to get the thread to run smoothly around the needle.
Though he was tired,Howe slept badly.He turned and turned.Then he had a dream.He dreamt that he had been caught by terrible savages whose king wanted to kill him and eat him unless he could build a perfect sewing machine.When he tried to do so,Howe ran into the same problem as before.The thread kept getting caught around the needle.The king flew into the cage and ordered his soldiers to kill Howe.They came up towards him with their spears raised.But suddenly the inventor noticed something.There was a hole in the tip of each spear.The inventor awoke from the dream,realizing that he had just found the answer to the problem.Instead of trying to get the thread to run around the needle,he should make it run through a small hole in the center of the needle.This was the simple idea that finally made Howe design and build the first really practical sewing machine.
Elias Howe was not the only one in finding the answer to his problem in this way.Thomas Edison,the inventor of the electric light,said his best ideas came into him in dreams.So did the great physicist Albert Einstein.Charlotte Bronte also drew in her dreams in writing Jane Eyre.
To know the value of dreams,you have to understand what happens when you are asleep.Even then,a part of your mind is still working.This unconscious(无意识的),but still active part understands your experiences and goes to work on the problems you have had during the day.It stores all sorts of information that you may have forgotten or never have really noticed.It is only when you fall asleep that this part of the brain can send messages to the part you use when you are awake.However,the unconscious part acts in a special way.It uses strange images which the conscious part may not understand at first.This is why dreams are sometimes called “secret messages to ourselves ”.According to the passage,Elias Howe was_________.
| A．the first person we know of who solved problems in his sleep |
| B．much more hard-working than other inventors |
| C．the first person to design a sewing machine that really worked |
| D．the only person at the time who knew the value of dreams |
The problem Howe was trying to solve was_________.
| A．what kind of thread to use |
| B．how to design a needle which would not break |
| C．where to put the needle |
| D．how to prevent the thread from getting caught around the needle |
Thomas Edison is spoken of because_________.
| A．he also tried to invent a sewing machine |
| B．he got some of his ideas from dreams |
| C．he was one of Howe's best friends |
| D．he also had difficulty in falling asleep |
Dreams are sometimes called “secret messages to ourselves” because _________.
| A．strange images are used to communicate ideas |
| B．images which have no meaning are used |
| C．we can never understand the real meaning |
| D．only specially trained people can understand them |
We know that many animals do not stay in one place.Birds,fish and other animals move from one place to another at a certain time.They move for different reasons:most of them move to find food more easily,but others move to get away from places that are too crowded.
When cold weather comes,many birds move to warmer places to find food.Some fishes give birth in warm water and move to cold water to feed.The most famous migration（迁移）is probably the migration of fish,which is called “Salmon”.This fish is born in fresh water but it travels many miles to salt water.There it spends its life.When it is old,it returns to its birthplace in fresh water.Then it gives birth and dies there.In northern Europe,there is a kind of mouse.They leave their mountain homes when they become too crowded.They move down to the low land.Sometimes they move all the way to the seaside,and many of them are killed when they fall into the sea.
Recently,scientists have studied the migration of a kind of lobster（龙虾）.Every year,when the season of bad weather arrives,the lobsters get into a long time and start to walk across the floor of the ocean.Nobody knows why they do this,and nobody knows where they go.
So,sometimes we know why humans and animals move from one place to another,but at other times we don’t.Maybe living things just like to travel.Most animals move from one place to another at a certain time to _________.
| A．give birth | B．enjoy warmer water |
| C．find food more easily | D．find beautiful places |
The mice in northern Europe move when _________.
| A．they give birth | B．the weather is bad |
| C．the place gets too crowded | D．they haven’t enough food |
The lobsters move _________.
| A．to the fresh water | B．to the deeper sea |
| C．at a certain time | D．to find more food |
Watch a baby between six and nine months old,and you will observe the basic idea of geometry（几何学）being learned.Once the baby has mastered the idea that space is three dimensional（空间的）,it reaches out and begins grasping various things,that the ideas of sets and numbers are formed.So far,so good.But now an ominous development takes place.The nerver fibers in the brain separate themselves in such a way that the baby begins to hear sounds very exactly.Soon it picks up language.And it is then brought into direct communication with grown-ups.From this point on,it is usually downhill all the way for mathematics,because the child now becomes exposed to all the rubbish words and beliefs of the born.Nature,having done very well by the child to this point,having permitted it the luxury（奢侈）of thinking for itself for eighteen months,now gives it up to the unreasonable conventions（惯例）and beliefs of society.But at least the child knows something of geometry and peaceful days,no matter what vicissitudes（兴衰变迁）it may suffer later on.The main reservoir of mathematical ability in any society is thus possessed by children who are about two years old,children who have just learned to speak freely.What does the passage mainly discuss?
| A．The impact（影响）of language on mathematics. |
| B．Children’s ability to learn languages. |
| C．How basic ideas of physics are learned? |
| D．Maths-learning strategies（策略）for babies. |
According to the passage,which of the following activities would teach a baby about geometry?
| A．Picking up a wooden block. | B．Recognizing the number 2. |
| C．Saying a rubbish word. | D．Looking at a distant word. |
Which of the following conclusions is true according to the writer?
| A．The language ideas used in early education interrupt mathematical reasoning. |
| B．It is hopeless to try to teach children mathematics after the age of two. |
| C．Language teaching should join some mathematical formulas（公式）. |
| D．Preschool education should emphasize society’s beliefs and conventions. |