1、考研英语模拟试卷 268及答案与解析 一、 Section I Use of English Directions: Read the following text. Choose the best word(s) for each numbered blank and mark A, B, C or D. (10 points) 1 Until the late 1940s, when television began finding its way into American homes, companies relied mainly on print and radio to prom
2、ote their products and services. The advent of television (1)_ a revolution in product and service. Between 1949 and 1951, advertising on television grew 960 percent. Today the Internet is once again (2)_ promotion. By going online, companies can communicate instantly and directly with prospective c
3、ustomers. (3)_ on the World Wide Web includes advertising, sponsorships, and sales promotions (4)_ sweepstakes, contests, coupons, and rebates. In 1996 World Wide Web advertising revenues (5)_ $300 million. Effective online marketers dont (6)_ transfer hard-copy ads to cyberspace. (7)_ sites blend p
4、romotional and non-promotional information indirectly delivering the advertising messages. To (8)_ visits to their sites and to create and (9)_ customer loyalty, companies change information frequently and provide many opportunities for (10)_. A prototype for excellent (11)_ promotion is the Ragu We
5、b site. Here visitors can find thirty-six pasta recipes, take Italian lessons, and view an Italian film festival, (12)_ they will find no traditional ads. (13)_ subtle is the mix of product and promotion that visitors hardly know an advertising message has been (14)_. Sega of America, maker of compu
6、ter games and hardware, uses its Web site for a (15)_ of different promotions, such as (16)_ new game characters to the public and supplying Web surfers the opportunity to (17)_ games. Segas home page averages 250,000 visits a day. To heighten interest in the site, Sega bought an advertising banner
7、on Netscape (18)_ increasing site visits by 15 percent. Online (19)_ in Quaker Oats Gatorade promotion received a free T-shirt in exchange for answering a few questions. Quaker Oats reports that the online promotion created product (20)_ and helped the company know its customers better. （ A） brought
8、 down （ B） brought about （ C） brought out （ D） brought up （ A） transferring （ B） transforming （ C） transmitting （ D） transplanting （ A） Advertising （ B） Marketing （ C） Sales （ D） Promotion （ A） like （ B） about （ C） as （ D） on （ A） arrived （ B） topped （ C） overcame （ D） descended （ A） merely （ B） vir
9、tually （ C） hardly （ D） actually （ A） Pirating （ B） Optimistic （ C） Successful （ D） Legitimate （ A） encourage （ B） frustrate （ C） tempt （ D） commit （ A） devastate （ B） designate （ C） cultivate （ D） confirm （ A） interaction （ B） assimilation （ C） differentiation （ D） collaboration （ A） internet （ B）
10、online （ C） current （ D） predominant （ A） though （ B） for （ C） but （ D） while （ A） Since （ B） However （ C） Such （ D） So （ A） propagated （ B） advertised （ C） delivered （ D） affected （ A） variety （ B） couple （ C） monotone （ D） section （ A） discovering （ B） introducing （ C） raising （ D） creating （ A） e
11、xchange （ B） purchase （ C） download （ D） acquire （ A） thereby （ B） though （ C） nonetheless （ D） hereafter （ A） customers （ B） addicts （ C） participants （ D） marketers （ A） loyalty （ B） credit （ C） prestige （ D） diversity Part A Directions: Read the following four texts. Answer the questions below ea
12、ch text by choosing A, B, C or D. (40 points) 21 For years Internet merchants have poured millions of dollars into new technologies to make their sites easier to use. So why arent online customers happier? Customer satisfaction levels have remained almost flat through the last several years. The pro
13、blem, according to Larry Freed, chief executive of a consulting and research firm called ForeSee Results, is not so much that consumers have ignored the many improvements made in recent years. Rather, he said, they still expect more from Internet shopping than it has delivered. “If we walk into a lo
14、cal store, we dont expect that experience to be better than it was a couple years ago“, Mr. Freed said. “But we expect sites to be better. The bar goes up every year“. In ForeSees latest survey, released last month, just five e-commerce sites registered scores higher than 80 out of 100, and no site
15、scored higher than 85. It was much the same story a year ago, when just five scored higher than 80, with no site surpassing 85. “Scores have inched up over time for the best e-commerce companies, but the overall numbers havent moved drastically“, Mr. Freed said. “At the same time though, if you dont
16、 do anything you see your scores drop steadily“. That dynamic has been a challenge for online merchants and investors, who a decade ago envisioned Internet stores as relatively inexpensive (and therefore extremely profitable) operations. Now some observers predict a future where online retailers wil
17、l essentially adopt something like the QVC model, with sales staff pitching the sites merchandise with polished video presentations, produced in a high-tech television studio. QVC.com is evolving in that direction. The Web site, which sold more than $1 billion in merchandise in 2006, has for the las
18、t five years let visitors watch a live feed of the networks broadcast. But in recent months, QVC.com has also given visitors the chance to watch archives of entire shows, and in the coming months visitors will be able to find more video segments from recent shows, featuring individual products that
19、remain in stock. Bob Myers, senior vice president of QVC.com, said the Web sites video salesmanship is especially effective when combined with detailed product information, customer reviews and multiple photographs. About eight months ago, for instance, a customer said that she could not determine t
20、he size of a handbag from the photographs on the site because she could not tell the height of the model who was holding it. Within two weeks the site tested and introduced a new system, showing the bags with women of three different heights. The results were immediate: women who saw the new photogr
21、aphs bought the bags at least 10 percent more frequently than those who had not. Still, Mr. Myers said, video is a critically important element to sales. “E-commerce started with television commerce“, he said. “The sites who engage and entertain customers will be winning here in the near future“. Su
22、ch a prospect is not necessarily daunting to other e-commerce executives. Gordon Magee, head of Internet marketing for Drs. Foster scientists estimate, for example, that 137 species of plant, insect or animal become extinct every day due to logging. In British Columbia, where, since 1990, thirteen r
23、ainforest valleys have been clear cut, 142 species of salmon have already become extinct, and the habitats of grizzly bears, wolves and many other creatures are threatened. Logging, however, provides jobs, profits, taxes for the government and cheap products of all kinds for consumers, so the govern
24、ment is reluctant to restrict or control it. Much of Canadas forestry production goes towards making pulp and paper. According to the Canadian Pulp and Paper Association, Canada supplies 34% of the worlds wood pulp and 49% of its newsprint paper. If these paper products could be produced in some oth
25、er way, Canadian forests could be preserved. Recently, a possible alternative way of producing paper has been suggested by agriculturalists and environmentalists: a plant called hemp. Hemp has been cultivated by many cultures for thousands of years. It produces fiber which can be made into paper, fu
26、el, oils, textiles, food, and rope. For many centuries, it was essential to the economies of many countries because it was used to make the ropes and cables used on sailing ships; colonial expansion and the establishment of a world wide trading network would not have been possible without hemp. Nowa
27、days, ships cables are usually made from wire or synthetic fibres, but scientists are now suggesting that the cultivation of hemp should be revived for the production of paper and pulp. According to its proponents, four times as much paper can be produced from land using hemp rather than trees, and
28、many environmentalists believe that the large-scale cultivation of hemp could reduce the pressure on Canadas forests. However, there is a problem: hemp is illegal in many countries of the world. This plant, so useful for fiber, rope, oil, fuel and textiles, is a species of cannabis, related to the p
29、lant from which marijuana is produced. In the late 1930s, a movement to ban the drug marijuana began to gather force, resulting in the eventual banning of the cultivation not only of the plant used to produce the drug, but also of the commercial fiber-producing hemp plant. Although both George Washi
30、ngton and Thomas Jefferson grew hemp in large quantities on their own land, any American growing the plant today would soon find himself in prison despite the fact that marijuana cannot be produced from the hemp plant, since it contains almost no THC(the active ingredient in the drug). In recent yea
31、rs, two major movements for legalization have been gathering strength. One group of activists believes that all cannabis should be legal both the hemp plant and the marijuana plant and that the use of the drug marijuana should not be an offense. They argue that marijuana is not dangerous or addictiv
32、e, and that it is used by large numbers of people who are not criminals but productive members of society. They also point out that marijuana is less toxic than alcohol or tobacco. The other legalization movement is concerned only with the hemp plant used to produce fiber; this group wants to make i
33、t legal to cultivate the plant and sell the fiber for paper and pulp production. This second group has had a major triumph recently: in 1997, Canada legalized the farming of hemp for fiber. For the first time since 1938, hundreds of farmers are planting this crop, and soon we can expect to see pulp
34、and paper produced from this new source. 26 Logging is not banned chiefly because （ A） scientists are overestimating the damage. （ B） people benefit economically from it. （ C） some creatures are only threatened but not endangered. （ D） it provides jobs to the consumers. 27 Canadian forests will not
35、face destruction if （ A） alternative sources for paper products are found. （ B） logging is banned by the local government. （ C） consumers increase their environmental sensitivity. （ D） Canadian Pulp and Paper Association reduce its production. 28 According to some scientists, Hemps are preferable to
36、 trees chiefly because （ A） they are more easily cultivated. （ B） they have been cultivated by many cultures for a long time. （ C） they can produce more paper than trees. （ D） they can provide more endurable fibers than trees. 29 The author seems to imply in the passage that （ A） the grounds on whic
37、h hemp is banned cannot be justified. （ B） drug addiction is an even more serious problem of the world. （ C） American Presidents can be exempt from the punishment of law. （ D） marijuana is an addictive drug that should be banned worldwide. 30 Which of the following is a reason for the legalization o
38、f the hemp plant? （ A） Both the hemp and the marijuana plant are healthy for people. （ B） Productive members of society depend on marijuana for production. （ C） Only uncontrolled, long time usage of marijuana will result in addiction. （ D） The hemp plant is a useful source for the production of pape
39、r and pulp. 31 Some drug makers pay key leaders in a field of medicine, such as chairs of departments in medical schools, tens of thousands of dollars if they are saying the right things about their product. They manipulate medical education sessions, lectures, articles in medical journals, research
40、 studies, even personal conversations between physicians to get their product message across. Now a huge collection of drug company internal documents revealed as part of a lawsuit offers a wealth of detail. In 1996, Dr. David Franklin, an employee of the drug company Parke-Davis, filed the lawsuit
41、under federal whistleblower statutes alleging that the company was illegally promoting a drug called Neurontin for so called “off-label uses. Under federal law, once the FDA approves a drug, a doctor can prescribe it for anything. But the law specifically prohibits the drug company from promoting th
42、e drug for any unapproved uses. In 2004, the company, by then a division of Pfizer admitted guilt and agreed to pay $430 million in criminal and civil liability related to promoting the drug for off-label use. Spokespeople for Pfizer say that any wrong doing occurred before Pfizer acquired the compa
43、ny. But Pfizer fought hard to keep all the papers related to the suit under seal. A judge denied the request and they are now part of the Drug Industry Document Archive at the University of California, San Francisco. What is most interesting is not the illegal actions they reveal, but the details of
44、 activities that are perfectly legal. And according to people familiar with the industry, the methods detailed in these company memos are routine. One tactic identifies certain doctors as “thought leaders, “ those whose opinions influence the prescribing pattern of other doctors. Those whose views c
45、onverge with the company goals are then showered with rewards, research and educational grants. In the Parke-Davis case 14 such big shots got between $10,250 and $158,250 between 1993 and 1997. “Medical education drives this market“, wrote the author of one Parke-Davis business plan in the files. Ma
46、ny state licensing boards require physicians to attend sessions in what is called continuing medical education (CME) to keep current in their field. At one time, medical schools ran most CME courses. Now, an industry of medical education and communications committees (MECCs) run most of the courses.
47、 These companies with innocent sounding names like Medical Education Systems set up courses, sometimes in conjunction with medical meetings, at other times often in fancy restaurants and resorts. The drug companies foot the bill, with the program usually noting it was financed by an “unrestricted ed
48、ucational grant“ from the company. Using MECCs, Parke-Davis set up conference calls so that doctors could talk to one another about the drugs. The moderators of the calls, often thought leaders or their younger assistants, received $250 to $500 a call. Drug company reps were on the line, instructed
49、to stay in a “listen only“ mode, but monitoring to be sure the pitch met their expectations. Clearly, many of the physicians in these schemes are not innocent bystanders. Whether it is ghost writing, making telephone calls to colleagues or leading a CME session, many of the doctors got paid well. Others received a free meal or transportation to a resort to listen to an “educational session“. Physicians often claim they are not influenced by payments from the pharmaceutical industry.
