1、大学英语六级分类模拟题 362及答案解析(总分：100.00，做题时间：90 分钟)一、Reading Comprehensio(总题数：0，分数：0.00)Social Media and MarketingA. In May 2013, Ritz-Carlton Hotel Co. bought ads to promote its brand page on Facebook. After a few days, unhappy executives halted the campaignbut not because they weren“t gaining enough fans.
2、Rather, they were gaining too many, too fast. “We were fearful that our engagement and connection with our community was dropping“ as the fan base grew, says Allison Sitch, Ritz-Carlton“s vice president of global public relations. B. Today, the hotel operator has about 498,000 Facebook fans; some ri
3、vals have several times as many. Rather than try to keep pace, Ritz-Carlton spends time analyzing its social-media conversations, to see what guests like and don“t like. It also reaches out to people who have never stayed at its hotels and express concern about the cost. C. Ritz-Carlton illustrates
4、a shift in corporate social-media strategies. After years of chasing Facebook fans and Twitter followers, many companies now stress quality over quantity. They are tracking mentions of their brand, and then using the information to help the business. “Fans and follower counts are over. Now it“s abou
5、t what is social doing for you and real business objectives,“ says Jan Rezab, chief executive of Socialbakers AS, a social-media metrics company based in Prague. D. When many companies joined Facebook in the late 2000s, they used it as another brand website where they provided links, contact informa
6、tion and monitored consumer gripes. Then, they got caught up in the numbers game, trying to rack up raw masses of fans and followers, believing they were building a solid marketing channel. But that often wasn“t the case. “Social media are not the powerful and persuasive marketing force many compani
7、es hoped they would be,“ concludes Gallup Inc., which on Monday released a report that examines the subject. E. Gallup says 62% of the more than 18,000 U.S. consumers it polled said social media had no influence on their buying decisions. Another 30% said it had some influence. U.S. companies spent
8、$5.1 billion on social-media advertising in 2013, but Gallup says “consumers are highly adept at tuning out brand-related Facebook and Twitter content.“ (Gallup“s survey was conducted via the Web and mail from December 2012 to January 2013. The survey has a margin of error of plus or minus 1 percent
9、age point.) F. In a study last year, Nielsen Holdings NV found that global consumers trusted ads on television, print, radio, billboards and movie trailers more than social-media ads. Gallup says brands assumed incorrectly that consumers would welcome them into their social lives. Then they delivere
10、d a hard sell that turned off many people. G. More recently, changes in how Facebook manages users“ news feeds have hindered brands“ ability to reach their fans. Rather than a largely chronological stream, Facebook now manages the news feed to feature items it thinks users will want to see. The resu
11、lt: brands reached 6.5% of their fans with Facebook posts in March, down from 16% in February 2012, according to EdgeRank Checker, a social-media analytics firm recently acquired by Socialbakers. H. Indian Road Care in New York City estimates it spent about $5,000 on Facebook ads, and its page now h
12、as about 13,000 fans. “But the return is really disappointing“, says co-owner Jason Minter. “Unless you spend to boost a post, you only reach 300 to 400 people. I“ve certainly noticed the loss of organic reach. You spend all this time, and unfortunately, the return is not there.“ Mr. Minter says the
13、 restaurant still uses Facebook, but in a more targeted way, and is looking to a new website and other digital marketing approaches rather than building up the Facebook audience. I. A spokesman for Facebook Inc. says companies need to adjust their priorities. “The way brands should think about this
14、is changing,“ he says. “Fans should be a means to positive business outcomesnot the end themselves.“ The spokesman says Facebook has been honest with companies about the diminishing reach of their posts. J. Companies reach more nonfans than fans on Facebook, as friends share content, which pushes po
15、sts higher in Facebook“s ranking system, according to Socialbakers. That puts value on conversation, rather than just posting content. K. Another reason companies are looking beyond fan numbers is that the numbers are easily gamed. Researchers say many fans are fake, or automated, accounts designed
16、to inflate numbers. Italian security researcher Andrea Stroppa says he found a new breed of sites offering Facebook fans or Twitter followers for pennies. In experiments, Mr. Stroppa paid 42 cents for 700 fans and seven cents for 100 likes on a Facebook post. L. While companies are adjusting their s
17、ocialmedia strategies, they continue to advertise on Facebook. First-quarter net income nearly tripled at the social-network on a 72% increase in revenue. Twitter Inc. says companies can have big followings as well as meaningful conversations with users. “Engagement is key and is something that can
18、in tuna further grow your audience,“ says Ross Hoffman, Twitter“s director of brand strategy. “The onus of good content is on the marketer, and we are working with brands and agencies to sharpen this skill.“ M. Indeed, some brands value a large social-media community. “We want to reach a very large
19、audience,“ says Ben Blatt, executive director of digital strategy at Walt Disney Co.“s ABC Television. The Facebook page for “Dancing with the Stars“ has 5.2 million likes. Mr. Blatt says such a large fan base can be useful in tracking how popular one theme or episode is compared with others. N. Cab
20、le and media company Comcast Corp. monitors social media extensively and analyzes data from 11 different sources, including which consumers click its links, engage with its social content or discuss its products and services. Those tools help Comcast see trends about the quality of service nationall
21、y or regionally, or ideas for new features, says Robin Dagostino, who runs social media for Comcast. O. The NBA has 23 million Facebook fans. But executives are less concerned by the numbers than capitalizing on the social chatter. The NBA“s social team monitors conversation across a variety of soci
22、al networks during games and posts video highlights of games in real time, hoping to prompt people to tune in to television. Employees monitor comments on social media to see what fans thought of a commercial, or when might be the best time to sell a T-shirt. “We want to give them more of what they“
23、re talking about,“ says Melissa Rosenthal Brenner, the league“s senior vice president of digital media.（分数：20.00）(1).Some brands want a large amount of fans on the Facebook such as Walt Disney which can use its fan base to test the popularity of one particular episode.（分数：2.00）(2).In a study last ye
24、ar, they found that people do not have much trust in ads on social-media so many brands“ sells on the social media are useless.（分数：2.00）(3).The NBA use social network to prompt people to watch their games and to gather information about how and when to sell products.（分数：2.00）(4).Though some companie
25、s are changing their social-media strategies, they still use it to advertise its products and the Twitter Inc. says the key to make it useful is engagement.（分数：2.00）(5).Spokesman of Facebook Inc. says companies should not take fans as the end but rather they should use them as a means to bring good
26、business results.（分数：2.00）(6).Ritz-Carlton Hotel now do not want to attract more fans rather it spends more time to analyze its social-media conversations in order to know more their demands.（分数：2.00）(7).Many companies are fooled by the huge fans and thinking they are building a powerful marketing c
27、hannel but this is wrong for social media is not a persuasive marketing force.（分数：2.00）(8).Indian Road Cafe has spent a large amount of money on Facebook ads but it did not make great profits.（分数：2.00）(9).Comcast Corp. analyzes the data of social media in order to see the quality of service or ideas
28、 for new features.（分数：2.00）(10).One reason that some companies stop caring about fan numbers is that these numbers are not real for example you can gain fans by paying a little money.（分数：2.00）Into the UnknownThe world has never seen population ageing before. Can it cope? A. Until the early 1990s nob
29、ody much thought about whole populations getting older. The UN had the foresight to convene a “world assembly on ageing“ back in 1982, but that came and went. By 1994 the World Bank had noticed that something big was happening. In a report entitled “Averting the Old Age Crisis“, it argued that pensi
30、on arrangements in most countries were unsustainable. B. For the next ten years a succession of books, mainly by Americans, sounded the alarm. They had titles like Young vs Old, Gray Dawn and The Coming Generational Storm, and their message was blunt: health-care systems were heading for the rocks,
31、pensioners were taking young people to the cleaners, and soon there would be intergenerational warfare. C. Since then the debate has become less emotional, not least because a lot more is known about the subject. Books, conferences and research papers have multiplied. International organisations suc
32、h as the OECD and the EU issue regular reports. Population ageing is on every agenda, from G8 economic conferences to NATO summits. The World Economic Forum plans to consider the future of pensions and health care at its prestigious Davos conference early next year. The media, including this newspap
33、er, are giving the subject extensive coverage. D. Whether all that attention has translated into sufficient action is another question. Governments in rich countries now accept that their pension and health-care promises will soon become unaffordable, and many of them have embarked on reforms, but s
34、o far only timidly. That is not surprising: politicians with an eye on the next election will hardly rush to introduce unpopular measures that may not bear fruit for years, perhaps decades. E. The outline of the changes needed is clear. To avoid fiscal (财政) meltdown, public pensions and health-care
35、provision will have to be reined back severely and taxes may have to go up. By far the most effective method to restrain pension spending is to give people the opportunity to work longer, because it increases tax revenues and reduces spending on pensions at the same time. It may even keep them alive
36、 longer. John Rother, the AARP“s head of policy and strategy, points to studies showing that other things being equal, people who remain at work have lower death rates than their retired peers. F. Younger people today mostly accept that they will have to work for longer and that their pensions will
37、be less generous. Employers still need to be persuaded that older workers are worth holding on to. That may be because they have had plenty of younger ones to choose from, partly thanks to the post-war baby-boom and partly because over the past few decades many more women have entered the labour for
38、ce, increasing employers“ choice. But the reservoir of women able and willing to take up paid work is running low, and the baby-boomers are going grey. G. In many countries immigrants have been filling such gaps in the labour force as have already emerged (and remember that the real shortage is stil
39、l around ten years off). Immigration in the developed world is the highest it has ever been, and it is making a useful difference. In still-fertile America it currently accounts for about 40% of total population growth, and in fast-ageing Western Europe for about 90%. H. On the face of it, it seems
40、the perfect solution. Many developing countries have lots of young people in need of jobs; many rich countries need helping hands that will boost tax revenues and keep up economic growth. But over the next few decades labour forces in rich countries are set to shrink so much that inflows of immigran
41、ts would have to increase enormously to compensate: to at least twice their current size in western Europe“s most youthful countries, and three times in the older ones. Japan would need a large multiple of the few immigrants it has at present. Public opinion polls show that people in most rich count
42、ries already think that immigration is too high. Further big in-creases would be politically unfeasible. I. To tackle the problem of ageing populations at its root, “old“ countries would have to rejuvenate (使年轻) themselves by having more of their own children. A number of them have tried, some more
43、successfully than others. But it is not a simple matter of offering financial incentives or providing more child care. Modern urban life in rich countries is not well adapted to large families. Women find it hard to combine family and career. They often compromise by having just one child. J. And if
44、 fertility in ageing countries does not pick up? It will not be the end of the world, at least not for quite a while yet, but the world will slowly become a different place. Older societies may be less innovative and more strongly disinclined to take risks than younger ones. By 2025 at the latest, a
45、bout half the voters in America and most of those in western European countries will be over 50and older people turn out to vote in much greater number than younger ones. Academic studies have found no evidence so far that older voters have used their power at the ballot box to push for policies tha
46、t specifically benefit them, though if in future there are many more of them they might start doing so. K. Nor is there any sign of the intergenerational warfare predicted in the 1990s. After all, older people themselves mostly have families. In a recent study of parents and grown-up children in 11
47、European countries, Karsten Hank of Mannheim University found that 85% of them lived within 25kin of each other and the majority of them were in touch at least once a week. L. Even so, the shift in the centre of gravity to older age groups is bound to have a profound effect on societies, not just ec
48、onomically and politically but in all sorts of other ways too. Richard Jackson and Neil Howe of America“s CSIS, in a thoughtful book called The Graying of the Great Powers , argue that, among other things, the ageing of the developed countries will have a number of serious security implications. M.
49、For example, the shortage of young adults is likely to make countries more reluctant to commit the few they have to military service. In the decades to 2050, America will find itself playing an ever-increasing role in the developed world“s defence effort. Because America“s population will still be growing when that of most other developed countries is shrinking, America will be the only developed country that still matters geopolitically (地缘政治上). Ask me in 2020 N. There is little that can be done to stop population ageing, so the world will have to live with it. But some of the consequence
