1、考研英语（阅读）模拟试卷 21 及答案与解析Part ADirections: Read the following four texts. Answer the questions below each text by choosing A, B, C or D. (40 points)0 Marketing PlanOne of the most powerful strategic plann-ing tools a business can possess is a marketing plan. Here is not referring to an academic exercis
2、e found in college marketing textbooks. Your marketing plan should be a simple (in some cases, one-page) document that specifically answers who you are, what you do, who needs what you do and how you plan to attract their attention, its a combination of the planning process and the completed action
3、plan.Follow these seven simple steps to build the perfect marketing plan:Step 1: Narrow your market focus. Try to describe your ideal customer in the narrowest and most detailed terms possible, as though youre describing him or her to a referral(呈交) source.Step 2: Position your business. Figure out
4、what you do best and what your target market wants. Maybe its how you serve a nich (服务 群) or package your products. If you dont know what it is, call up three or four of your clients and ask them why they buy from you. Craft a core marketing message that allows you to quickly differentiate your busi
5、ness.Step 3: Create education-based marketing materials. Recreate all your marketing materials, including your website, to focus on education. Make certain every word in your marketing materials speaks of your core messages and to your target market.Step 4: Never cold call. Make sure all your advert
6、ising is geared toward creating prospects, not customers. You must find ways to educate before you sell. Your target market needs to learn how you provide value in a way that makes them want to pay a premium for your services or products. You simply cant do this in a 3-inch-by-4-inch ad. Your ad mus
7、t get viewers to ask for more information. Then you can proceed to selling. Determine all the ways you can get your education-based messages in front of your narrowly defined target market.Step 5: Earn media attention. Create a list of journalists who cover your industry or community, and build rela
8、tionships with each by becoming a reliable resource of information. Plan out an entire year of new items you can promote by season or event.Step 6: Expect referrals. Create a referral marketing engine that systematically turns each client and referral network into a kind of unpaid sales pro. You mus
9、t instill a referral marketing mind-set into your businesss culture. Do this by making every customer a marketing and referral contact. Map every contact and build processes that focus on referrals.Step 7: Live by a calendar. After you complete steps 1 through 6, determine what you need to do to put
10、 them into action. Then create an annual marketing calendar, noting the required monthly, weekly and daily appointments necessary to move your plan forward.1 What should a good marketing plan be like, according to the passage?（A）It is an academic and complex document.（B） It should follow the college
11、 marketing textbook.（C） its all about the ways to attract your target market.（D）It should include planning process and the completed action plan.2 How can you position your business?（A）Make a cold call to know about what your clients need.（B） Make use of your advantages and find out what your client
12、s need.（C） Follow other successful companies plan and try to learn something from them.（D）Instill the strong points of your products into your clients mind.3 Which of the following is TRUE about the education-based marketing?（A）You take on the role of a salesperson and deliver a sales message to you
13、r target market.（B） You take on the role of a consultant and tell clients about their problems and the solutions you can provide.（C） You need to provide them with good education opportunities if the clients decide to buy your products.（D）You must make sure that the education-based marketing material
14、s must come from marketing text books.4 What is the function of your business advertisement?（A）To tell the viewers everything about your products in order to attract them to buy them.（B） To tell the viewers how to pay for the services and products.（C） To tell the viewers something about your product
15、s in order to encourage their curiosity.（D）To encourage the viewers to buy your products as much as possible.5 Which of the following statements is TRUE according to the passage?（A）A successful businessman should turn every client into a referral contact.（B） A businessman should pay nothing for clie
16、nt and referral network.（C） A successful businessman should pay more attention to step 7 than step 1 6.（D）A businessman should realize journalists are not as important as clients in advertising.5 The Government s Aggressive Dealings with U.S. AutomakersIn theory, a government bailout should provide
17、a short-term infusion of cash to give a struggling company the chance to right itself. But in its aggressive dealings with U.S. automakers, most recently General Motors, the Obama administration is coming dangerously close to engaging in financial engineering that ignores basic principles of fairnes
18、s and economic realities to achieve political goals.It is now clear that there is no real difference between the government and GM. For all intents and purposes, the government, which is set to assume a 50 percent equity stake in the company, is GM, and it has been calling the shots in negotiations
19、with creditors. While the Obama administration has been playing hardball with bondholders, it has been more than happy to play nice with the United Auto-Workers (UAW). How else to explain why a retiree health-care fund controlled by the UAW is going to get a 39 percent equity stake in GM for its rem
20、aining $ 10 billion in Claims while bondholders are being pressured to take a 10 percent stake for their $ 27 billion? its highly unlikely that the auto industry professionals at GM would have reached such a deal if the government had not been watching them or providing the money needed to keep the
21、factory doors open.GM is widely expected to file for bankruptcy before the end of this month. If this were a typical bankruptcy, the company would be allowed by law to tear up its UAW collective bargaining agreement and negotiate for drastically reduced wages and benefits. Surely, the government won
22、t let that happen. Still, the threat of a contract abolition probably played a role in the unions agreement to cost-cutting measures last week, its never easy for unions to make concessions, but the sting of handing back money is being softened by the governments desire to give the union a huge owne
23、rship stake in GM.The administration argues that it could not risk alienating the union for fear of triggering a strike that could permanently cripple GM. It also assumes that it had to agree to protect suppliers and fund warranties in order to preserve jobs and reassure potential buyers that their
24、cars would be serviced. These are legitimate concerns. But its too bad that the Obama administration has not thought more deeply about how its bullying of bondholders could convince future investors that the last thing they want to do is put money into any company that the government hasor couldbeco
25、me involved in.6 In its dealings with U. S. automakers, the Obama administration has_.（A）been hard on shareholders and auto industry labor force（B） helped struggling automakers to right themselves with a short-term cash-infusion（C） narrowly avoided ignorance of basic principles of fairness and econo
26、mic realities（D）successfully saved the automaker-giants while striving for political goals7 The statement “call the shots“ (Line 56, Para. 2) is closest in meaning to_.（A）implement strategies（B） have the final say（C） seek compromises（D）make concessions8 If it had not been watched by the government,
27、GM would probably have_.（A）imposed no pressure on bondholders to take the 10% equity stake（B） drastically cut the percentage of equity stake controlled by the UAW（C） torn up its UAW collective bargaining agreement in an illegal way（D）launched staff-downsizing and reduced workers wages and benefits9
28、It can be inferred from Para. 3 that the UAW gives top priority to_.（A）taking its ownership stake in GM（B） enlarging the retiree health-care fund（C） raising workers wages and benefits（D）validating the contract with GM10 To which of the following statements would the author most likely agree?（A）The U
29、AW should be fully satisfied in order to avoid a strike.（B） The administration has given more than enough sympathy to the workers.（C） The unfair treatment can make future investors lose trust in the government.（D）Legitimate concerns are only tools of the government to achieve political goals.10 The
30、Notion and Operation that the Population Raise FundsPoliticians do it. Charities too. And now for-profit entrepreneurs are tapping the Internet to get small amounts of money from lots and lots of supporters. One part social networking and one part capital accumulation, crowdfunding websites seek to
31、harness the enthusiasm and pocket money of virtual strangers, promising them a cut of the returns.CatwalkGenius. com helps the common people to finance designers. British documentary filmmaker Franny Armstrong raised more than 450, 000 ($815, 000) to finance “ The Age of Stupid“, which she hopes wil
32、l premiere at the Sundance Film Festival in January. People who gave 20 quids ($35) got a credit on the films website; those who gave 5, 000 ($9, 000) and up will get a percentage of the profits, if there are any.The term crowdfunding derives from another neologism : crowdsourcing, i. e. , outsourci
33、ng to the public jobs typically performed by employees. Want to start a T-shirt business? Why not have the masses submit designs (crowdsourcing) and finance the ones they like (crowdfunding)? Thats what Cameesa. com is doing, in a fashion-forward knockoff of Threadless. com which generated $ 17 mill
34、ion in revenues in 2006 by having the crowd choose T-shirt designs. “If you put money down to support a design, thats a strong indicator of actual demand,“ says Cameesa founder Andrew Cronk, a programmer in Chicago.Likewise, SellaBand. com connects music lovers with unsigned artists looking to recor
35、d albums. Musicians have profiles with bios and songs, and as soon as they sell 5,000 shares, at $ 10 a pop, its time to head to the recording studio. In two years, more than 30, 000 people have ponied up more than $2. 5 million, and 25 musicians have cut or are cutting albums. So far, the average r
36、eturn on each $ 10 investment is about $2. 50 from CD sales and ads. The money gets split among the artist, SellaBand and the artists “believers“an apt description for those who contributed. “ People become emotionally invested as part of a team,“ says Mark Maclaine, bassist in the British band Seco
37、nd Person, which in six months raised $50,000 from 741 investors and has since had its video featured on VH1 UK and MTV UK. “Right now things are going really well,“ says Maclaine, who is wholeheartedly pursuing music full time. “Maybe Ill be Working in Wal-Mart in a few months.“ But at least 741 pe
38、ople are betting he wont be.11 Which of the following is true about crowdfunding according to the first paragraph?（A）It collects money from politicians.（B） It collects money from charities.（C） Entrepreneurs invest in the Internet to get supporters.（D）It is a kind of capital accumulation.12 What can
39、we learn from the second paragraph?（A）CatwalkG financed Franny, Armstrong to make her new movie.（B） Franny Armstrong hopes to attend the Sundance Film Festival.（C） People who gave 20 quids ($ 35) can get a ticket to watch the film.（D）All those who financed the film will get a percentage of the profi
40、ts.13 It can be inferred from the last paragraph that（A）Mark Maclaine hopes to work in Wal-Mart in a few months.（B） If things goes well, Mark Maclaine will work in Wal-Mart in a few months.（C） Mark Maclaine does not want to work in Wal-Mart actually.（D）Mark Maclaine does not want to pursue music any
41、 more.14 According to this passage,_.（A）crowdfunding means outsourcing to the public jobs typically performed by employees.（B） more and more people begin to use crowdfunding as a great help to their careers.（C） C generated $ 17 million in revenues in 2006.（D）Cameesa. com helps to connect music lover
42、s with unsigned artists looking to record albums.15 Which of the following is the best title for this passage?（A）Crowdfunding.（B） How to Support the Artists?（C） To Gain Profits from the Internet.（D）Lets Invest!15 The Finance Instability Causes a Huge HazardSince the Great Recession began in December
43、 2007, Deere, the worlds largest maker of farm equipment and a major builder of construction machinery, has watched earnings plummet by hall Construction sales worldwide fell by 45% last year alone, and agricultural sales sank more than 15%.It is no small feat, then, that Deere earned $ 873 million
44、in 2009 on sales of $ 23 billion. Thats because the manufacturer today is more focused on making profits than on just making tractors. “Deeres competitive advantage has always been a superior product and tremendous brand loyalty,“ says Morgan Joseph a capital charge of about 1 % a month that manager
45、s must “pay“ before they can report any gain internallyin other words, 12% annual profit before break-even. During Lanes tenure, Deere saw record earnings, soaring free cash flow and a quintupling of its stock price.When the housing bubble burst, an efficient and effective Deere was ready. Despite c
46、ollapsing sales, it was able, to avoid major staff reductionsmost of the 1,500 workers Deere laid off or on holiday are already back on the job. “Deere was ahead of the curve when it came to cost controls and data collection, so as soon as demand started to drop, it could shut down production and ke
47、ep inventories low,“ says Alex Blanton, an analyst at Ingalls & Snyder. “That also means there will be little lag time in its recovery.“16 What do we know about Deere according to the passage?（A）Its the worlds largest maker of farm equipment & construction machinery.（B） It suffered from the great re
48、cession and in the face of going bankrupt.（C） The earning of its Construction sales is less than that of agricultural sales.（D）Deere does not have competitive advantage in products and brand.17 Which of the following doesnt contribute to Deeres earnings in 2009?（A）The manufacturer attaches importanc
49、e to the way of making profits.（B） A superior product and tremendous brand loyalty is Deeres competitive advantage.（C） The company carries out tight cost controls and excellent management.（D）Deere operates in two of the most cyclic industries, which minimize its loss.18 Which one is NOT true about Deeres two industries?（A）The agribusiness sector can still make profit for people need to eat.（B） Construction sector still suffers trouble and needs time to recovery.（C） The si
