C

What do consumers really want? That’s a question market researchers would love to answer. But since people don’t always say what they think, marketers would need direct access to consumers’ thoughts to get the truth.

    Now, in a way, that is possible. At the “Mind of the Market” laboratory at Harvard Business School, researchers are looking inside shoppers’ skulls to develop more effective advertisements and marketing styles. Using imaging techniques that measure blood flow to various parts of the brain, the Harvard team hopes to predict how consumers will react to particular products and to discover the most effective ways to present information. Stephen Kosslyn, a professor of psychology at Harvard, and business school professor Gerald Zaltman, oversee the lab. “The goal is not to influence people’s preferences,” says Kosslyn, “just to speak to their actual desires."

    The group’s findings, though still preliminary (初步的), could change how firms develop and market new products. The Harvard group use position emission tomography (PET) scans to monitor the brain activity. These PET scans, along with other imaging techniques, enable researchers to see which parts of the brain are active during specific tasks(such as remembering a word).Correlations (相互關(guān)系) have been found between blood flow to specific areas and future behavior. Because of this, Harvard researchers believe the scans can also predict future purchasing patterns. According to an unpublished paper the group produced, “It is possible to use these techniques to predict not only whether people will remember and have specific emotional reactions to certain materials, but also whether they tend to want those materials months later.”

The Harvard group is now moving into the next stage of experiments. They will explore how people remember advertisements as part of an effort to predict how they will react to a product after having seen an ad. The researchers believe that once key areas of the brain are identified, scans on about two dozen volunteers will be enough to draw conclusions about the reactions of specific sections of the population. Large corporations-including Coca Cola, Eastman Kodak, General Motors, and Hallmark-have already signed up to fund further investigations.

    For their financial support, these firms gain access to the experiments but cannot control them．If Kosslyn and Zahman and their team really can read the mind of the market, then consumers may find it even harder to get those advertising jingles-out of heir heads.

66. Which of the following statements can be the best title for this passage?

A. Reading the Mind of the Market.    

B. Influencing the Customers’ Choice.

C. Influencing the Style of Advertising.      

D. Experimenting with the Way to Foretell

67. Why do the Harvard researchers use scientific technology in the experiments?

A. Because they want to find a better way to persuade people into purchasing patterns in the future in the different market.

B. Because they don’t trust the findings already done by other researchers.

C. Because they want to see how particular products can influence consumers and find out the most effective ways to advertise.

D.Because they think the marketing strategies can actually be changed after the experiments.

68. According to the passage, which of the following is NOT true?

A. People sometimes hide their true feelings when questioned by the marketing surveyors.

B. Stephen Kosslyn and Gerald Zaltman are in charge of the experiment and think ill of the study.

C. Harvard researchers have found some relation between people’s brain and future behavior.

D. Many large companies finance the Harvard group’s further investigations.

69. What does “to speak to” in the 2nd paragraph mean?

   A. To communicate with. B. To say to.     C. To talk to.      D. To respond to.

70. The last sentence of the passage implies that ___________.

A. it is very likely that customers will buy unnecessary things just depending on the ads in the future.

B. in fact, the real purpose of Harvard group’s research is to attract more consumers into the market.

C. Coca Cola or the General Motors can exploit the findings of the experiments in their own marketing.

D. Consumers may find it more difficult to get out of the advertising jungle and it may cause them headaches.

A new weapon is on the way in the fight against smoking in Europe.

Soon when smokers buy cigarettes, they might see a shocking photo of

a blackened lung or a cancer patient staring back at them from the packet.

       Some boys may think of smoking as cool and sexy. Their friends won’t

agree when they see their packets of cigarettes lying on the table.

The European Union announced on October 22, that it had chosen 42 photos that showed the damage cigarettes could do to the body. It called on member nations to put these pictures on packets to discourage young smokers.

To catch the attention of teenagers, the special packets warn of long-term medical dangers, like cancer. Short-term effects, like bad skin, are also on the list.

“The true fact of smoking is disease, death and horror. That is the message we should send to the young,” said David Byrne, an EU health official. “Hopefully these pictures will shock students out of their love for cigarettes.”

The EU head office hoped the pictures would work better than current written warnings on packs of cigarettes. The warning included “smoking kills” and “smoking can lead to a slow and painful death.”

So far, Ireland and Belgium have shown interest in the photos. Canada has used similar pictures and warnings on cigarette packs since 2000．The country has recently seen a fall in the number of smokers.

According to studies, smoking is the single biggest cause of avoidable death in EU. Every year more than 650,000 smokers die, more than one person a minute.

68．What would be the best title for the text?    

       A．New Ways to Stop Smoking.  B．Pictures to Shock Smokers.

       C．New Packers of Cigarettes.     D．Dangers of Smoking.

69．We can learn from the test that _______.

       A．The EU countries have put the new warning method into practice

       B．only a small number of the EU countries have used the new warning method

       C．the new warning method has worked in some EU countries

       D．countries in the EU still use the old warning method

70．Which country is most successful in stopping smoking?

       A．Ireland.    B．Belgium.  C．Canada.   D．EU

71．The underlined sentence in the last paragraph suggests that ________.

       A．It’s hard to stop smoking in EU

       B．deaths caused by smoking could have been avoided

       C．smoking is the biggest cause of deaths in EU

       D．EU has the largest number of deaths caused by smoking

A black hole is created when a large star burns out. Like our sun, stars are unbelievably hot furnaces(熔爐) that burn their own matter as fuel. When most of the fuel is used up, the star begins to die.

The death of a star is not a quiet event. First there is a huge explosion. As its outer layer is blasted off into space, the dying star shines as brightly as a billion suns.

After the explosion gravity pulls in what’s left of the star. As the outside of the star sinks toward the center, the star gets smaller and smaller. The material the star is made of becomes tightly packed together. A star is so dense that a teaspoon of matter from it weighs billion of pounds.

The more the star shrinks, the stronger the gravity inside it becomes. Soon the star is very tiny, and the gravity pulling it in is unbelievably strong. In fact, the gravity is so strong that it even pulls light into the star! Since all the light is pulled in, none can go out. The star becomes black when there is no light. Then a black hole is born!

That’s what we know about black holes. What we don’t know is this: What happens inside a black hole after the star has been squeezed into a tiny ball? Does it keep getting smaller and smaller forever? Such a possibility is hard to imagine.

But if the black hole doesn’t keep shrinking, what happens to it? Some scientists think black holes are like doorways to another world．They say that as the star disappears from our universe, it goes into another universe. In other words a black hole in our universe could turn into a “white hole” in a different universe. As the black hole swallows light, the white hole shines brightly — somewhere else. But where? A different place, perhaps, or a different time — many years in the past or future.

Could you travel through a black hole? Right now, no. Nothing we know of could go into a black hole without being crushed．So far the time being, black hole must remain a mystery.

Black holes are a mystery—but that hasn’t stopped scientists from dreaming about them. One scientist suggested that in the future we might make use of the power of black holes. They would supply all of Earth’s energy needs, with plenty to spare. Another scientist wondered if a black hole could some day be used to swallow earthly waste—a sort of huge waste disposal (處理) in the sky!

When the star begins to die ______.

       A．there is no fuel left in it B．its outer layer goes into space first

       C．a(chǎn) huge explosion will happen        D．it doesn’t give off light any longer

Which of the following doesn’t help produce a black hole?

       A．The gravity inside the star is very strong.

       B．The light can’t go out of the star.

       C．The star becomes smaller and smaller

       D．The dying star shines very brightly.

The black hole ______.

       A．continues becoming smaller and smaller all the time

       B．goes into another universe and becomes a white hole

       C．can pull in everything we know of in the world

       D．will appear at another place at a different time

What’s the best title for this passage?

       A．A New Scientific Discovery: Black Holes

       B．How Do Black Holes Come Into Being?

       C．What Are Black Holes?

       D．Travel Through A Black Hole

A couple of years ago,before a trip to China,Nicole Davis and her US women’s volleyball teammates were warned about the prominence (顯著、突出) of coach “Jenny” Lang Ping in her native country.

“I was pushed over by Chinese journalists while I was just trying to put my luggage on the bus,”said Davis.

Known as the “Iron Hammer” for her punishing spikes(扣球),Lang made it possible for China to dominate in the sport in the early 1980s.She was a key player on China’s 1984 Olympic gold medal winning team.

When the US team arrived for the Olympics,Lang,48,who is from Beijing,had to take a different route to avoid a crowd of reporters and fans.

Then came the greatest moment to Lang：While the US team was playing in a packed gym,at least 8,000 Chinese fans unfurled an American flag.

“That really says it all,” Davis said.“They look at her as an icon(偶像)．I’m sure it’s hard for them to see her coaching another country,but they love her so dearly that her success is their success.”

The loyalty of the Chinese fans was tested on Friday,when China lost a match to the US.

“It’s a pity that China lost the match,but I’m still glad that Lang Ping’s team won,since she is the pride of China’s volleyball,” said Liu Chengli,a spectator.“We also cheered for

Lang’s victory.”

Lang said she just tried to stay professional when the two teams meet.“It doesn’t matter if we play China or any other team.It’s the same.” Lang said.

Davis said she and her teammates could not have imagined the passion for volleyball among Chinese because the sport was lack of popularity in the US. The reception from Chinese fans has touched the US players,said US volleyball player Lindsey Berg.

“It’s such an honor to be here and play for our coach here in China,”she said.“The amount of support that the Chinese give to her and us has been tremendous.The whole event has been unbelievable.”

What’s the passage mainly about?

A．Staying professional.                           B．Cheering for the Iron Hammer.

C．A match between China and the US.      D．Lang Ping’s career as a coach.

Lang Ping avoided meeting the reporters and fans probably because she ________.

A．was afraid to be questioned about her strategy

B．didn’t want to be paid much attention to

C．disliked to be with her fans

D．didn’t want to disturb public order

What does the underlined word “unfurled” exactly mean?

A．destroyed completely                           B．tore into pieces

C．spread out to the wind                          D．rolled up

What does Lang Ping mean by saying “It doesn’t matter if we play China or any other team.”？

A．American Volleyball Team will beat any team.

B．Chinese Volleyball Team is the same as other teams.

C．She just tried to stay professional.

D．The results of each match will be the same.

What impressed the US team players most?

A．The tolerance of Chinese people.

B．The popularity of volleyball in China.

C．Lang Ping’s coaching skills.

D．The loyalty for volleyball of the Chinese.

A week ago, I had the great pleasure of reading an e-book, When Money Talks, Listen! By Rich Ezzo．It took only about an hour to read.

   When I first received a copy, I thought it was a Get Rich Quick type of publication．Nothing is wrong with Get Rich Quick, but my mind just doesn’t chase after dreams of wealth．I think that if God ever wants me to be rich, he knows where to find my purse.

   When I began reading When Money Talks, Listen!, I was overjoyed to find that Rich Ezzo isn’t money hungry either．He, too, is hungry far more important than money．

Since I love this e-book so much, why wait a week to write the review? Simple．I wanted to see if the effect it had on me was a keeper．After reading the last word of the e-book, I totally agreed with the subtitle which promised to forever change the way we thought about money．I had so many thoughts running around my mind that I had to install(安裝) a stoplight to stop some while others made their way into the picture, then I yielded(讓路) them as a few ones arrived in town．I had a mental traffic jam, which only goes to show how slow the traffic usually is．

   It has been a week and the effect is the same．I truly do look at money differently and have even done a few things differently this week．This is an e-book you’ll want to read, I promise．I often recommend books to my daughter, and this is one that I didn’t just “suggest”---I left it open at the bottom of the computer and told each one, “Read it, you’ll love it.”

   I would never point someone in a direction I wouldn’t go myself．I urge you to visit the author’s website, Myster Money, and to download the e-book．You won’t regret it.

The author wrote this passage to _________　

       A．strongly recommend an e-book.

　    B．show the author's attitude to money.

　    C．introduce the general idea of an e-book.

　    D．point out Rich Ezzo isn't money hungry.

According to the passage, a Get Rich Quick type of publication ______.

       A．is what the author really cares for

       B．deals with how to make money

       C．is also an e-book written by Rich Ezzo

       D．is more popular than e-books

The author didn't write the review as soon as he finished reading the book because________．

　    A．he was too excited to write anything

　    B．he was not sure whether he did well

　    C．he had to wait for Rich Ezzo's permission

　    D．he wondered if the book would have long influence on him

By saying the underlined sentence in Paragraph 4, the author probably __________.

　    A．shows that the book brought him many new thoughts

　    B．shows how bad the traffic is in town

　    C．describes the difficulty in understanding the book

　    D．explains it's hard to change one's attitude to money

Which of the following is supported by the passage?

      A．The author had known Rich Ezzo before.

　    B．The author hasn't dreamed of getting rich immediately.

　    C．The author always prefers e-books to paper books.

　    D．The author likes Get Rich Quick-type of publications.