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 (相互关系) 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 According to an unpublished paper the group produced, “It is possible to use these techniques to predict not only whether people will remember and have specific emotional reactions to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.

The old lady’s hand shook frequently. She explained to her doctor ____this shaking had begun half a year before, and ____, only because of this, she had been forced to give up her job.

A. when; how     B. how; when     C. how; how      D. why; why

On December 18, 1620, passengers on the British ship Mayflower came on shore at modern – day Plymouth, Massachusetts, to begin their new settlement, Plymouth Colony.
The famous Mayflower story began in 1606, when a group of reform-minded people in England built their own church, which was separate from the state – supported Church of England. Because of this, they were forced to leave the country and settle in Netherlands. After 12 years of struggling to adapt and make a hard living, the group sought financial backing from some London merchants to set up a colony in America.
On Septmeber 6,1620, one hundred and two passengers – called Pilgrims (朝圣者) by William Bradford, a passenger who would become the first governor of Plymouth Colony – crowded on the Mayflower to begin the long, hard journey to a new life in the New World. On November 11,1620, the Mayflower landed at Provincetown Harbor. Before going on shore, 41 male passengers – heads of families, single men and three male servants – signed the famous Mayflower contract, agreeing to form a government chosen by common election and to obey all laws made for the good of the colony.
Over the next month, several small leading teams were sent on shore to collect firewood and hunt for a good place to build a settlement. Around December 10, one of these groups found a harbor they liked on the western side of Cape Cod Bay. They returned to the Mayflower to tell the other passengers, but bad weather prevented then reaching the harbor until December 16. Two days later, the first group of Pilgrims went on shore. After exploring the region, the settlers chose a cleared area once controlled by members of a local Native American tribe (部落). The tribe had abandoned the village several years earlier, after an outbreak of European disease.
That winter of 1620 – 1621 was really hard, as the Pilgrims struggled to build their settlement, find food and take care of the sick. By spring, 50 of the original 102 Mayflower passengers were dead. The remaining settlers made contact with returning members of the Native American tribe and in March they signed a peace treaty (条约) with the tribe chief. In the spring time, helped by the locals, the Pilgrims were able to plant crops – especially corn and beans – that were necessary to their survival.
On April 5,1621, the Mayflower and its crew left Plymouth to return to England. Over the next several decades, more and more settlers made the voyage across the Atlantic to Plymouth, which gradually grew into a successful shipbuilding and fishing center.
1．A group of English were forced to leave their country in 1606 because          .
A．their belief was different from the official Church
B．they built their own churches in a foreign country
C．they lacked financial support from the government
D．they were ambitious to build the colony in America
2．How many days did the sea journey to Provincetown Harbor last?          .
A．103   B．96     C．66     D．35
3．Several leading teams were sent in order to        .
A．hunt for food for the passengers     B．control local Native Americans
C．build a settlement for the passengers      D．explore the region for their settlement
4．From the passage we know that         between 1620 – 1621.
A．52 Mayflower passengers died of some illnesses   
B．Pilgrims had a good relationship with the locals
C．Plymouth turned a main center for shipbuilding   
D．Pilgrims tried to plant corns and beans in winter

Well, Mrs Evans, I’ve done my best to look after David. I’ve tidied his room up every day, got him a meal together whenever he needed one and made sure he’s always had a clean shirt to put on. It’s not been easy, with two of my own to worry about, as well. David had the best of attention, I must say. But now because I asked him to give up bringing that American friend to his home he has got quite and unfriendly. He comes in at all hours and his behaviour—well, it’s quite hard to put up with—and it’s all because of this friend. I’m sure he’s a bad influence. You see, David is a visitor and doesn’t fully understand our ways.

He used to study most evenings. He’s got through quite a bit of work. He did up his room quite nicely, with bookshelves and large posters. He’d ask Mr Smith and me up for a drink and cheer us up with songs from his country. He’s very good at the guitar, you know.

I don’t want to appear as if I’m running after him, but it’s about time we made it up. I’m sure he’s upset because I blame him for that. It might be a good idea to take him out for a meal, perhaps even with his friend. I don’t know whether it will do any good but we can try. I’m glad I’ve had this little chat with you, Mrs Evans, and I’ll let you know how I get on.

1.David is          .

A．Mrs Smith’s pet                    B．Mrs Smith’s son

C．a visiting student                       D．a singer

2.Mrs. Smith wants to make up(化解) the quarrel by _______.

    A. cooking a meal                       B. inviting David and his friend out

    C. running after David                  D. giving them drinks

3.David’s present attitude to Mrs Smith is         .

A．very attentive       B．unfriendly       C．cheerful     D．excited

Reduce, reuse, and recycle. This familiar environmentalist slogan tells us how to reduce the amount of rubbish that ends up in landfills and waterways. The concept is being used to deal with one possibly dangerous form of waste — electronic junk (电子垃圾), such as old computers, cell phones, and televisions. But this process for managing e-waste may be used in an unscrupulous way more often than not used, a recent report suggests.
“A lot of these materials are being sent to developing nations under the excuse of reuse — to bridge the digital divide,” said Richard Gutierrez, a policy researcher.
One of the problems is that no one proves whether these old machines work before they hit the seaways. Because of this, the report says, e-waste is a growing problem in Lagos, Nigeria, and elsewhere in the developing world. Much of the waste ends up being thrown away along rivers and roads. Often it’s picked apart by poor people, who may face dangerous exposure to poisonous chemicals in the equipment.
Businessmen also pay workers a little money to get back materials such as gold and copper. This low-tech recovery process could expose workers and the local environment to many dangerous materials used to build electronics. According to Gutierrez, this shadow economy exists because the excuse of recycling and reusing electronics gives businessmen “a green passport” to ship waste around the globe. “Developing nations must take upon some of the responsibility themselves,” Gutierrez said. But, he added, “A greater portion of this responsibility should fall on the exporting state.”
China, for example, has become a dumping place for large amounts of e-waste. The nation is beginning to take action to stop the flow of dangerous materials across its borders. The Chinese government, after many years of denial is finally beginning to take the lead.
【小题1】 The passage mainly tells us that _______.