“Image is everything.” An entire industry has been built upon the assumption that image is everything, but when it comes down to it, an appealing image is not enough. If there is no substance(事实) behind the image, the product, service or person will fail eventually.
First of all, one should consider how important image is in the selling of products and services. Advertising agencies have raised the art of creating an image to a state of near perfection. Public concept of that product or service is certainly managed by the images created by the advertising agencies. But if the product or service does not live up to the image that was created, the customer will be very dissatisfied and possibly ask for their money back. For example, the Arthur Andersen accounting firm had spent decades building up an image of trustworthiness. But the recent scandal (丑闻) showed that behind that image, it cheated in business practices. Despite the previous positive image, the firm is being accused of criminal actions and it will probably not survive as a business unit. Although the image had been nearly perfect, the reality behind the image has led to the downfall of the world famous accounting firm.
Similarly, personal advisers can build up a public image for politicians and movie stars. Putting out positive news releases, making sure that only the best photographs are published, and ensuring that the person is seen in all the right places can build up a very positive image in the view of the general commons. But once again, history is filled with examples of both politicians and movie stars that fell from grace like the story of the Hollywood actor giving in to the pressures of fame and fortune. With people, just as with products and services, image is certainly important, but without positive substance behind the image, failure is close.
To summarize, it is clear that an appealing image is extremely important to success, whether that image is related to selling a product or service or to the “selling” of a person. But image is only half of the equation. What lies behind that image is every bit as important as the image itself —— the person or product must deliver on that image or there is little chance for long-term success.The downfall of the Arthour Andersen accounting firm is due to ________.
| A．its dishonesty in business | B．its previous images |
| C．its bad management | D．its poor service |
Why did some famous people fall from grace?
| A．Their images were not well built up | B．They failed to live up to their images. |
| C．They felt much pressure from the public | D．They paid little attention to fame and fortune. |
The structure of the passage is ________.
A: Argument P: Point C: ConclusionThe author tries to argue that _________.
| A．image creates everything | B．image is the key to success |
| C．truth is unlikely ever to be equalled | D．truth and image are equally important |
The first tape recorder didn't use tape. It used long thin wire. It was invented in 1900 by Valdermar Poulsen. In 1930, German scientists invented the tape we use today. Back then the tape was on big rolls. In 1964 the Philips company in Holland invented the cassette. It's pretty much a holder for the tape. People use cassettes all over the world. If you don't have a cassette recorder, borrow one.
Think of a book your parents read out loud to you. That might be a great book to read out loud to your mom or dad in their car. Put a cassette in the recorder, open the book, hit the record button and start reading out loud.
Remember there is not such a thing as a wrong way to do this. You might think you've made a mistake, but this gift is part of you，and nothing about that can be a mistake. It's impossible.
You get to be all artistic and creative here. You might want to play music in the background. Do whatever you want. The gift is you, so you decide. Remember to say “I love you” at the end of your reading. That's like the prize at the end of the book.Choose the right order that shows the development of the tape recorder.
a．Using big rolls.
b．Using cassettes.
c．Using thin wire.
| A．a，b，c |
| B．b，c，a |
| C．c，a，b |
| D．c，b，a |
Why does the author mention the history of tape recorders in Paragraph 1?
| A．To inform readers of new inventions. |
| B．To lead into his following suggestion. |
| C．To give an example of his suggestion. |
| D．To show the importance of tape recorders. |
What does the author advise us to do?
| A．To read a book to our parents in their car. |
| B．To ask our parents to record a book. |
| C．To make a gift for our parents. |
| D．To practice reading out loud. |
(2010·全国卷Ⅰ)
Along the river banks of the Amazon and the Orinoco there lives a bird that swims before it can fly, flies like a fat chicken, eats green leaves, has the stomach of a cow and has claws (爪) on its wings when young. They build their homes about 4.6m above the river, an important feature (特征) for the safety of the young. It is called the hoatzin.
In appearance, the birds of both sexes look very much alike with brown on the back and cream and red on the underside. The head is small, with a large set of feathers on the top, bright red eyes, and blue skin. Its nearest relatives are the common birds, cuckoos. Its most striking feature, though, is only found in the young.
Baby hoatzins have a claw on the leading edge of each wing and another at the end of each wing tip. Using these four claws, together with the beak (喙), they can climb about in the bushes, looking very much like primitive birds must have done. When the young hoatzins have learned to fly, they lose their claws.
During the drier months between December and March hoatzins fly about the forest in groups of 20 to 30 birds, but in April, when the rainy season begins, they collect together in smaller living units of two to seven birds for producing purposes.What is the text mainly about?
| A．Hoatzins in dry and rainy seasons. |
| B．The relatives and enemies of hoatzins. |
| C．Primitive birds and hoatzins of the Amazon. |
| D．The appearance and living habits of hoatzins. |
Young hoatzins are different from their parents in that ______.
| A．they look like young cuckoos |
| B．they have claws on the wings |
| C．they eat a lot like a cow |
| D．they live on river banks |
What can we infer about primitive birds from the text?
| A．They had claws to help them climb. |
| B．They could fly long distances. |
| C．They had four wings like hoatzins. |
| D．They had a head with long feathers on the top. |
Why do hoatzins collect together in smaller groups when the rainy season comes?
| A．To find more good. |
| B．To protect themselves better. |
| C．To keep themselves warm. |
| D．To produce their young. |
Is it possible to persuade mankind to live without war? War is an ancient custom which has existed for at least six thousand years. It was always evil and usually foolish, but in the past the human race managed to live with it. Modern skill has changed this. Either man will stop war, or war will stop man. For the present, it is nuclear weapons that cause the greatest danger, but bacteriological(细菌的)or chemical weapons may, before long, offer an even greater threat. If we succeeded in stopping war, there would be no danger for us. To do this, we need to persuade mankind to look upon international questions in a new way, not by contests of force, in which the victory goes to the side which is most skillful in massacre(大屠杀), but by arbitration(仲裁)in accordance with agreed principles of law. It is not easy to change old mental habits, but this is what must be attempted.
There are those who say that the adoption of this or that ideology(意识形态)would prevent war. I believe this to be a complete error. All ideologies are based upon beliefs without proof which are, at best, doubtful, and at worst, totally false. Those people who believe them are willing to go to war in support of them.
The movement of world opinion during the past two years has changed very largely such as we can welcome. It has become a common belief that nuclear war must be avoided. Of course, very different problems remain in the international world, but the spirit in which they are being approached is a better one than it was some years ago. It has begun to be thought, even by the powerful men who decide whether we shall live or die, that agreements should be reached even if both sides do not find these agreements wholly satisfactory. It has begun to be understood that the important conflict(冲突)nowadays is not between East and West, but between Man and the H-bomb. From the first paragraph we can know that________.
| A．we may face greater threat from weapons |
| B．bacteriological or chemical weapons are less dangerous than nuclear weapons |
| C．man's idea of victory has changed |
| D．dangerous weapons are forbidden in modern society |
The author believes that the only way to stop war is to________.
| A．stop nuclear weapons |
| B．settle international issues through agreements |
| C．destroy bacteriological and chemical weapons |
| D．let the stronger side take over the world |
The last paragraph suggests that________.
| A．nuclear war will definitely not take place |
| B．real agreements have been now reached |
| C．world opinion is still divided on nuclear war |
| D．man is beginning to realize that nuclear war is his greatest enemy |
Which of the following words can best describe the author's feeling in writing this passage?
| A．Disappointed. |
| B．Doubtful. |
| C．Worried. |
| D．Hopeful. |
As societies develop, their members start to see things not so much according to what they need, but according to what they want. When people have enough money, these wants become demands.
Now, it's important for the managers in a company to understand what their customers want if they are going to develop effective marketing strategies(策略). There are various ways of doing this. One way at supermarkets(超市), for example, is to interview(采访)customers while they're doing their shopping. They can be asked what they prefer to buy and then the results of the research can be studied. This provides information on which to base future marketing strategies. It's also quite normal for top managers from department stores to spend a day or two each month visiting stores and mixing freely with the public, as if they were ordinary customers, to get an idea of how customers act.
Another way to get information from customers is to give them something. For example, some fast food restaurants give away tickets in magazines or on the street that permit customers to get part of their meal for nothing. As well as being a good way of attracting customers into the restaurants to spend their money, it also allows the managers to get a feel for where to attract customers and which age-groups to attract.
Another strategy used at some well-known parks such as Disneyland is for top managers to spend at least one day in their work, touring the park dressed as Mickey Mouse or something like that. This provides them with a perfect chance to examine the scene and watch the customers without being noticed. The text is designed for________.
| A．managers |
| B．salesmen |
| C．researchers |
| D．customers |
Which of the following can help managers get useful information?
| A．Visiting customers themselves. |
| B．Giving customers free food on the street. |
| C．Visiting parks as ordinary customers. |
| D．Asking customers questions at supermarkets. |
What does the word “this” underlined in the last sentence refer to?
| A．Visiting Disneyland. |
| B．Wearing attractive clothes. |
| C．Acting Mickey Mouse. |
| D．Dressing up and walking around. |
The main idea of the text is________.
| A．how to do market research |
| B．how to develop marketing strategies |
| C．how to find out customers' social needs |
| D．how to encourage customers to spend more money |
Rail passengers are being forced to pay thousands of pounds more in fares as a result of poor advice from the national telephone helpline and individual stations, a consumer organization reveals today. Research by Which found that in some cases passengers are being charged almost double the cheapest price because of errors made by staff.
Which asked 25 questions of both station staff and the National Rail Enquiries(NRES)helpline. Only half of the 50 questions were answered correctly. If customers had followed all the advice given, they would have seen ￡ 1,263,60 worse off.
Bad advice was given for the cheapest fare for a single journey between London and Grantham. For a ticket bought on the day of travel, both NRES and a King's Cross station clerk quoted GNER's ￡ 44.50 fare, ignoring a Hull Trains service which leaves 10 minutes earlier and costs just ￡ 20.
Some of the most costly misinformation was given for journeys where season tickets should have been recommended. Passengers making a return journey between Swindon and Penzance twice in a week could buy a ticket from one company for ￡ 70 which would cover all the travel. But both NIRES and station staff quoted ￡ 67 for each journey, making ￡ 134. However, the NRES website proved to be a much more reliable source of information.
Which also checked “the earlier you book, the cheaper the ticket” claims by five companies and found this was not always the case. On some services, prices went up and down at random. Ithiel Mogridge, 52, gave one example of poor advice：“Last Christmas I found my brother a ticket on the thetrainline. com to travel from Blackburn to Yate. While the direct route was ￡ 51, this one involved a change in Newport and cost just ￡ 21. I emailed the details to him and and his partner. They went to Blackburn station, where the clerk insisted the fare was ￡ 51.”Malcolm Coles, editor of which. co. uk, said：“Staff training needs to be improved. In the meantime, we've designed a checklist, available at which. co. uk/railiadvice.”According to the passage “Which” is a________.
| A．national telephone helpline |
| B．department under the British Rail |
| C．consumer organization |
| D．website under the National Rail Enquiries |
When the author said that customers “would have been ￡ 1,263,60 worse off”， he was telling us that customers would have________.
| A．saved ￡ 1,263,60 if they had followed the advice |
| B．spend ￡ 1,263,60 more than the lowest price |
| C．used ￡ 1,263,60 for the survey of 25 questions |
| D．been cheated of ￡ 1,263.60 from the poor advice |
The phrase “at random” in paragraph 5 is closest in meaning to“________”．
| A．casually |
| B．purposefully |
| C．exactly |
| D．inevitably |