Nowadays consumers become more and more practical and buy only ________ they need.

   A. what                          B. which                      C. where                      D. when

Celebrity endorsements

Despite the fact that companies believe celebrities had a lot of pull with regard to the buying trends of consumers,researches have discovered that this does not seem to be the case．British and Swiss researchers conducted a study showing that advertisements made by celebrities like David Beckham and Scarlett Johansson are not as effective as those by ordinary people．

In a sample of 298 students,researchers presented a magazine advertisement for a digital camera that was endorsed by a fictional student claiming the camera was“hot”and his “preferred choice”．The same advertisement was shown to other students，but with a difference：The camera was endorsed by a famous person in Germany．

While the students said that both advertisements were beneficial,the one made by the student topped the celebrity one if students aimed to impress others with their purchases.More than half of the students，who admitted purchasing products that would impress others，said they were influenced by the student’s advertisement．Only 20％ said the celebrity one would affect their buying decision．

Professor Brett Martin，of the University of Bath’s School of Management，explained that the findings could be used not only in Germany,but in other countries as well．“Our research questions whether celebrities are the best ways to sell products，”said Prof Martin．“Celebrities can be effective but we found that many people were more convinced by an endorsement from a fictional fellow students．This is because many people feel a need to keep up with the Jones when they buy．”

46．Some companies think the celebrities endorsement ____________．

A．is popular with the consumers

B．can pull all the consumers into the shops

C．can affect the consumers’ purchasing

D．is as effective as an endorsement from common people

47．Which of the following ads would be more effective to common consumers, according to the experiment?

A．An ad featuring lovely pandas．            B．An ad made by David Beckham．

C．An ad made by fictional common people．D．An ad with beautiful natural scenery．

48．The underlined words“the Jones”in the last paragragh refer to“____________ ”．

A．someone called Jones                                 B．common people

C．the Jones family                                        D．celebrities

49．We can imply from the passage that ____________．

A．celebrities cheat consumers in advertisement

B．the researchers here are against celebrity endorsement

C．the student’s ads are mole reliable than those made by celebrities

D．company needn’t spend so much money on celebrity endorsement

50．We can probably read the article in____________ ．

A．a local newspaper                         B．a science report

C．an academic journal                     D．a textbook

Net Libray is a library that lends out digitalbooks. It treats a digital  like a  paperback copy. It charges libraries per book per copy and gives publishers a cut of  the total income.

  From the consumer’s point of view，this means that if more than，Say, five people want the latest Danielle Steel romance novel，other people who request  that book will get a message saying the title can’t be found.

   It’s a model many publishers seem to have embraced. More than 350 gave the  company rights to hand out their digital works，and McGraw-Hill Corporation and  Houghton Mifflin Corporation have put money in the company. The California public  libraries and about 1，800 others across the US are trying out the Net Library service.

Some librarians criticize the New Library model. Stanford  University librarian  Michael Keller argues that the company is creating an unnatural fear of digital woks,  which is contrary to the ideas of the Internet.

Kelle and some  other  librarians argue  for  the  e-book  vision  set forth by E-Brary. E-Brary is starting a service that lets us users read books for free.

But it will charge about 25 cents a page when a person tries to print out material or copy and paste it into a different file or tries to download copy onto a computer.

Christopher Warnock，chief executive of E-Brarw, believes most consumers won’t want to buy entire books，only the parts that interest them.

“There’s not really a lot of good in owning an electronic file and having to store it     and manage it.It doesn't make sense.”he said.

5.How do publishers get money from the Net Library?

A.They get money from selling their books to the Net Libary.

B.They share the money with the Net Library.

C.They get money by cutting the cost of the books.

D.They get the money from the readers.

6.The underlined word“embraced”in the 3rd paragraph means .      

A.taken something willingly                      B.held something tightly

C.disliked something badly                       D.tried out something hard

7.From the 2nd paragraph we can see consumers .      

A.don’t care if they are charged money

B.enjoy the service of the Net Library

C.don’t like other people borrowing books

D.complain about the limited number of the new books

8.What does the last paragraph mean?

A.Net Library is not a good way for the consumers.

B.There is no need for consumers to have a whole book.

C.E?Brary is not a good library for the consumers.

D.It’s reasonable to charge the consumers money for copying some pages.

Despite bankruptcies，lay off and tighter comsumers spending，a few femaleled  businesses in Japan are developing well.

Shizue Hamada，52，set up a business in 1991 with eight other housewives-to care for the elderly and the physically disabled.

It wasn’t long before the Tasukeai Yui(mutual -aid group) earned a reputation for    its excellent  service. It now employs 200  staff  and  has  300 million  yuan(US $2.4million)in annual sales.

The woman said their business has been successful because they provide what  customrs really want.

These entrepreneurs are making use of a revalized  and  healthy demand  for everyday basic items.

Bread，for instance，is  in  high demand．Business  woman  Meiko Tanaka，26，started selling high-quality bread over the Internet in 2000．“Bread is cheap，”she said.“We migh  as well eat the bread baked using the the highest-quality ingredients.”

Five women—former office workers in their late 20s—have started the“OL Food Bureau of Investigation”to review restaurants on the  Internet.OL means young    office lady. It’s  a common nickname in Japan．

Business is increasing rapidly．Membership for their online magazine has reached 26，000． Their non-professional comments  seem to carry a lot of weight with consumers．This month the five women will be appearing on Japanese TV．

   What all these female entrepreneurs have in common is a strong belief in their  likes and dislikes，and confidence is their own sensibilities．

   They find gaps in the market and fill them with products and services that they like or want.

   Japanese women headed nearly 6 percent of all  businesses in Japan at the end of  June—up from 4.5 per cent in 1999．

   These female—led micro—businesses are playing an increasingly large role in the economy by plugging the gap between supply and demand.

1.When talking about the businesswomen in Japan，the writer       

A.thinks little of them

B.thinks that they will take the place of men in future

C.sings the praises of  their abilities

D.is not sure of  their future development

2.The passage mainly discusses .      

A.Japanese women                        B.female-led businesses in Japan

C.how to earn a reputation                 D.Japanese economic development

3.The five women will be appearing on Japanese TV because         .

A.thier comments have great influences on consumers

B.they have set up the first online magazine

C.they have arranged handreds of jobs for laid?off workers

D.they used to work in offices and are fairly beautiful

4.If an old man in Japan can't live by himsilf，he should turn to        for hehp.

A.Tasukeai Yui  B.Meiko Tanaka   C.OL Food Bureau of lnvestigation   D.entrepreneurs

Net Library Is a library that lends out digital books．It treats a digital like a paperback copy．It charges libraries per book per copy and gives publishers a cut of the total income．

       From the consumer's point of view, this means that if more than, say, five people want the latest Danielle Steel romance novel, other people who request that book will get a message saying the title can't be found．

       It's a model many publishers seem to have embraced．More than 350 gave the company rights to hand out their digital works and McGraw-Hill Corporation and Houghton Mifflin Corporation have put money in the company．The California public libraries and about 1,800 others across the US are trying out the Net Library service．

       Some librarians criticize the New Library model．Stanford University librarian Michael Keller argues that the company is creating an unnatural fear of digital woks; which is contrary to the ideas of the Internet．

       Keller and some other librarians argue for the e-book vision set forth by E-Brary．E-Brary is starting a service mat lets us users read books for free．

       But it will charge about 25 cents a page when a person tries to print out material or copy and paste it into a different file or tries to download copy onto a computer．

       Christopher Warnock, chief executive of E-Brary, believes most consumers won't want to buy entire books, only the parts that interest them．

       "There's not really a lot of good m owning an electronic file and having to store it and manage it．It doesn't make sense．" he said．

1.How do publishers get money from the Net Library?

       A．They get money from selling their books to the Net Library.

       B．They share the money with the Net Library.

       C．They get money by cutting the cost of the books.

       D．They get the money from the readers.

2.The underlined word "embraced" in the 3rd paragraph means _    ___.

       A．taken something willingly                 B．held something tightly

       C．disliked something badly                   D．tried out something hard

3.From the 2nd paragraph we can see consumers       .

      A．don’t care if they are charged money

      B．enjoy the service of the Net Library

      C．don’t like other people borrowing books

      D．complain about the limited number of the new books

4.What does the last paragraph mean?

      A．Net Library is not a good way for the consumers.

      B．There is no need for consumers to have a whole book.

      C．E-Brary is not a good library for the consumers.

      D．It’s reasonable to charge the consumers money for copying some pages.