Kodak’s decision to file for bankruptcy (破产) protection is a sad, though not unexpected, turning point for a leading American corporation that pioneered consumer photography and dominated the film market for decades, but ultimately failed to adapt to the digital revolution.
Although many attribute Kodak’s downfall to “complacency (自满) ,” that explanation doesn’t acknowledge the lengths to which the company went to reinvent itself. Decades ago, Kodak predicted that digital photography would overtake film (胶片) — and in fact, Kodak invented the first digital camera in 1975 — but in a fateful decision, the company chose to shelf its new discovery to focus on its traditional film business.
“It wasn’t that Kodak was blind to the future”, said Rebecca Henderson, a professor at Harvard Business School, but rather that it failed to execute on a strategy to confront it. By the time the company realized its mistake, it was too late.
Kodak is an example of a firm that was very much aware that they had to adapt, and spent a lot of money trying to do so, but ultimately failed. Large companies have a difficult time switching into new markets because there is a temptation to put existing assets (资产) into the new businesses.
Although Kodak predicted the unavoidable rise of digital photography, its corporate (企业的) culture was too rooted in the successes of the past for it to make the clean break necessary to fully embrace the future. They were a company stuck in time. Their history was so important to them. Now their history has become a liability.
Kodak’s downfall over the last several decades was dramatic. In 1976, the company commanded 90% of the market for photographic film and 85% of the market for cameras. But the 1980s brought new competition from Japanese film company Fuji Photo, which undermined Kodak by offering lower prices for film and photo supplies. Kodak’s decision not to pursue the role of official film for the 1984 Los Angeles Olympics was a major miscalculation. The bid went instead to Fuji, which exploited its sponsorship to win a permanent foothold in the marketplace. What do we learn about Kodak?
| A．It went bankrupt all of a sudden. |
| B．It is approaching its downfall. |
| C．It initiated the digital revolution in the film industry. |
| D．It is playing a dominant role in the film market. |
Why does the author mention Kodak’s invention of the first digital camera?
| A．To show its early attempt to reinvent itself. |
| B．To show its effort to overcome complacency. |
| C．To show its quick adaptation to the digital revolution. |
| D．To show its will to compete with Japan’s Fuji photo. |
Why do large companies have difficulty switching to new markets?
| A．They find it costly to give up their existing assets. |
| B．They tend to be slow in confronting new challenges. |
| C．They are unwilling to invest in new technology. |
| D．They are deeply stuck in their glorious past. |
What does the author say Kodak’s history has become?
| A．A burden. | B．A mirror. | C．A joke. | D．A challenge. |
Lynn is the publisher of Indiana Living Green magazine, a local Indiana-based publication focusing on all issues related to leading a sustainable lifestyle. Her knowledge, passion and unwavering dedication to this cause are both inspiring and admirable and are the reasons I nominate her for the Heart of Green Local Hero.
Lynn's interest in sustainable living has expanded over the years from simple recycling and wildlife gardening to encouraging others to appreciate nature and do what each can to protect the environment. The creation of Indiana Living Green comes from her belief that most individuals have an inner desire to do what is best for our environment and that each individual act truly does make a difference.
Lynn has been instrumental in bringing her green consciousness to Indiana by way of Indiana Living Green magazine over the past two years. Indiana Living Green is the only local publication solely focused on green living and sustainability. In addition, Lynn’s pioneering efforts also provide public educational forums via "Green Scenes" — a series of three hour events, each focusing on specific topics teaching Hoosiers how to lead greener lifestyles. She is a sought-after speaker, delivering topics such as "Greening Your Outdoor Space," "Updating Your Home to Green" and "Greening Your Lifestyle" to various businesses and organizations throughout Central Indiana. In addition, Lynn has appeared regularly on Indianapolis Fox 59 morning show’s "Living Green" segment, discussing various topics of interest ranging from grilling green and green baby buys to composting and recycling.
In addition to her role as publisher of Indiana Living Green magazine, Lynn is also a Habitat Steward Host for National Wildlife Federation, editor of Hoosier Organic Gardener, the newsletter of the Indiana Organic Gardeners Association, and a member of Garden Writers Association.
Lynn Jenkins deserves to be publicly recognized for all that she is and all that she has done and continues to do to educate and empower each of us to improve our individual lives, communities and our Earth. Which of the following is NOT true of Lynn Jenkins?
| A．She is the publisher of the magazine Indiana Living Green. |
| B．She is a member of Garden Writers Association. |
| C．She won the award the Heart of Green Local Hero. |
| D．She encourages people to love and protect nature. |
Indiana Living Green was probably _________.
| A．a book on modern life style | B．a magazine on fashion |
| C．a journal on travel | D．a magazine on green living |
What can we learn about “Green Scenes”?
| A．It is a scene set in a three-hour film. |
| B．It is a series of events focusing on green life. |
| C．It is a film set in Central Indiana. |
| D．It is a forum focusing on green lifestyle. |
The underlined word in the third paragraph probably means ________.
| A．simply | B．mainly | C．earnestly | D．seriously |
What is the purpose of the writing?
| A．To call on readers to protect the environment and live green. |
| B．To nominate Lynn Jenkins for the Heart of Green Local Hero. |
| C．To introduce the readers to the Heart of Green Local Hero. |
| D．To advertise for Indiana Living Green and its publisher. |
----Is Tony the student awarded at the graduation ceremony in your class?
----There is ______ Tony, but I’m afraid he isn’t ______ one you mentioned.
| A．the; the | B．a; a | C．/, the | D．a; the |
In the United States you will find yourself being urged from every page of every newspaper and every television station to buy all kinds of goods.
Not only is there a wide range of prices for goods in America, there is also a wide range in the quality of goods offered for sale. Unlike some countries, Americans generally pay the price of a product without question, instead of trying to get a lower price by bargaining. However, there are many “sales” in the United States, during which time stores will lower their normal prices. This may all be very confusing to visitors. How are you going to know how to “get your money’s worth” when you shop? Perhaps the best advice is: Don’t hurry. Visit various stores and determine the quality of goods. Read the advertisements so that you can compare prices.
There is a great variety of shops in the United States, ranging from very large stores called “department stores” to very small shops. There are “discount houses” offering goods at low prices, and “dime stores” specializing in a wide range of inexpensive items.
Most department stores in large cities carry better quality products at higher prices. However, they offer the shoppers great convenience since they contain such a wide variety of products.
If convenience isn’t as important to you as price, you may want to shop in discount houses. These stores have nearly as great a variety of goods as department stores, but offer lower prices. They can do so for several reasons. They don’t offer the same services to buyers that department stores do; there may be fewer sales people; and the store probably doesn’t deliver purchases.
Another popular shop is the “dime store”. No longer selling many things for five or ten cents, these stores got their name in the last century when it was decided that a small profit on a great quantity of goods would be better than a large profit on fewer sales. Dime stores specialize in a wide variety of inexpensive items and today, prices range from a quarter or 50 cents up to several dollars.
| A．In a research paper. | B．In a science report. |
| C．In a geography book. | D．In a travel magazine. |
a. They have fewer employees.
b. They have larger quantities of goods.
c. They offer fewer services.
d. They don’t provide delivery service.
| A．a b c | B．a b d | C．a c d | D．b c d |
| A．They sell lots of goods at a small profit. |
| B．They make big profits by selling some goods. |
| C．They provide goods with a price lower than 50 cents. |
| D．They provide goods ranging from bargains to expensive ones. |
Bissel is a small village of the West Sahara. It lies next to a l.5-square-kilometer oasis（绿洲）, from where three days and nights are generally required to go out of the desert. However, before Ken Levin discovered it in 1926, none of the Bissel villagers had ever walked out of the desert. Reportedly, they were not unwilling to leave this barren land. Many had previously tried but failed, always somehow finding themselves back at the oasis after several days of trying to walk out.
When interviewed by Ken Levin, an expert at the British Royal College of Sciences, the villagers explained that no matter which direction they walked it always brought them back to the village.Why couldn’t the Bissel villagers walk out of the desert? Levin was very puzzled. He had, by himself, managed to walk north from the village and reach the nearest town in three and a half days. He decided to carry out an experiment to solve the mystery. He and a Bissel villager called Argutel, would walk out of the desert together. They prepared enough water for a half-a-month journey and two camels. But this time Ken Levin didn't bring his compass. Levin would follow Argutel.
Ten days later, they had walked for about 500 miles but were still in the desert. On the 11th morning, an oasis came into their view. They were back at Bissel. Levin now understood why the Bissel people couldn’t escape the desert. They had no knowledge of the North Star, which had for centuries provided sailors and other travelers with a point of direction. In the desert, if a person goes forward relying only on their senses, they will not be able to travel in a straight line. Rather they will travel in a very large circle and eventually track back to where they began. Levin explained to Argutel the function of the North Star and said, “As long as you rest in the daytime and walk towards the brightest star at night, you would be able to walk out of the desert.” Argutel did as he was told. Three days later, he came to the edge of the desert.
Now in the West Sahara, Bissel has become a bright pearl, where tens of thousands of tourists come every year. Argutel’s bronze statue stands in the center of the town. On its base are the words:
__________________________________.
| A．prove that people could walk out of the desert see |
| B．how far away Bissel was to the edge of the desert |
| C．tell people not to walk in circles |
| D．show Argutel was a great person |
| A．knew Argutel before he came to the village |
| B．came to Bissel to do experiments on behalf of his college |
| C．became the first man to walk out of the desert from Bissel Village |
| D．taught Bissel villagers knowledge of the North Star when he first arrived |
| A．Ken Levin didn’t walk south because it would take more days |
| B．the use of a compass was necessary to walk out of the desert |
| C．tourism in Bissel has been greatly developed and improved |
| D．Argutel became the leader of Bissel after his return |
| A．A new life starts from the fixed direction. |
| B．Where there is a will, there is a way. |
| C．A long journey starts with the first step. |
| D．Two heads are better than one. |
We considered a list of the best American books. Here are five that may help accurately show the national character. Most from a century or so ago, they still entertain, teach, and inspire:
Moby-Dick by Herman Melville
First published in 1851, the adventure stories of Captain Ahab and his monomaniacal(偏执的) pursuit of the white whale draw us into a universe full of fascinating characters and stories.
The Education of Henry Adams by Henry Adams
Published in 1918, the book was an autobiography. Born in one of America’s most famous political families, Adams provides insight into his family, including his experience as private secretary to his father, minister to England during the American Civil war.
Leaves of Grass by Walt Whitman
When Whitman published Leaves of Grass in 1855, he wanted to accurately describe the American experience and reflect the great changes in the American literary world that had taken place during his lifetime.
Poems by Emily Dickinson
An enthusiastic poet whose works have had considerable influence on modern poetry, Dickson’s frequent use of dashes, occasional capitalization(大写) of nouns, and unconventional metaphors(隐喻) have contributed to her reputation as one of the most inventive poets of the 19th century American literature. However, most of her poems were not published during her lifetime.
The Song of Hiawatha by Henry Wadsworth Longfellow
First published in 1855, this is Longfellow’s most popular and most recognized poem, the heroic life and death of a magic American Indian, sent by the Great Spirit to guide the nations in the ways of peace.
| A．show his talent and heroic life to us |
| B．draw us into a fascinating universe |
| C．provide insight into his family |
| D．reflect the great changes in the American literary world |
| A．Moby-Dick | B．The Song of Hiawatha |
| C．Poems | D．Leaves of Grass |
| A．Because the five books are from a century or so ago, they can’t teach and inspire us. |
| B．Herman Melville was considered as one of the most inventive poets of the 19th century American literature. |
| C．The Education of Henry Adams is a non-fiction book. |
| D．Of the five books, Moby-Dick was published last. |
| A．To introduce several best American books to readers. |
| B．To make an advertisement for a book store. |
| C．To tell stories of several famous writers. |
| D．To talk about some knowledge about literature. |