In recent years, Israeli consumers have grown more demanding as they've become wealthier and more worldly-wise. Foreign travel is a national passion; this summer alone, one in 10 citizens will go abroad. Exposed to higher standards of service elsewhere, Israelis are returning home expecting the same. American firms have also begun arriving in large numbers. Chains such as KFC, McDonald's and Pizza Hut are setting a new standard of customer service, using strict employee training and constant monitoring to ensure the friendliness of frontline staff. Even the American habit of telling departing customers to "Have a nice day" has caught on all over Israel. "Nobody wakes up in the morning and say, 'Let's be nicer,'" says Itsik Cohen, director of a consulting firm. "Nothing happens without competition."

　　Privatization, or the threat of it, is a motivation as well. Monopolies(垄断者) that until recently have been free to take their customers for granted now fear what Michael Perry, a marketing professor, calls "the revengeful(报复的) consumer." When the government opened up competition with Bezaq, the phone company, its international branch lost 40% of its market share, even while offering competitive rates. Says Perry, "People wanted revenge for all the years of bad service." The electric company, whose monopoly may be short-lived, has suddenly stopped requiring users to wait half a day for a repairman. Now, appointments are scheduled to the half hour. The graceless EI Al Airlines, which is already at auction(拍卖), has retrained its employees to emphasize service and is boasting about the results in an ad campaign with the slogan, "You can feel the change in the air." For the first time, praise outnumbers complaints on customer survey sheets.

76. It may be inferred from the passage that _________ .

　A. customer service in Israel is now improving

　B. wealthy Israeli customers are hard to please

　C. the tourist industry has brought chain stores to Israel

　D. Israel customers prefer foreign products to domestic ones

77. In the author's view, higher service standards are impossible in Israel ________ .

A. if customer complaints go unnoticed by the management

B. unless foreign companies are introduced in greater numbers

C. if there's no competition among companies        

D. without strict routine training of employees

78. If someone in Israel today needs a repairman in case of a power failure, _________ .

A. they can have it fixed in no time          

B. it's no longer necessary to make an appointment

C. the appointment takes only half a day to make  

D. they only have to wait half an hour at most

79. The example of El Al Airlines shows that ______________ .

　A. revengeful customers are a threat to the monopoly of enterprises

　B. an ad campaign is a way out for enterprises in financial difficulty

　C. a good slogan has great potential for improving service

　D. staff retraining is essential for better service

Happy April Fool’s Day! In celebration of the day, we have put together a list of some of the greatest hoaxes (恶作剧) in history. They are the lies that have been designed for innocent people who are ready to believe them.

▲INSTANT COLOR TV

In 1962 there was only one TV channel in Sweden, and it broadcast in black and white. The station’s Kjell Stepson, appeared on the news to announce that thanks to a newly developed technology, all viewers could now quickly and easily transform their existing sets to display color reception. All they had to do was pull a nylon stocking over their TV screen, and they would begin to see their favorite shows in color. Reportedly, hundreds of thousands of people, were taken in. Actual color TV transmission only started to appear in Sweden on April 1, 1970.

     ▲SAN SERRIFFE

In 1977 the British newspaper The Guardian published a special seven-page supplement (增刊) in honor of the tenth anniversary of San Serfiffe, a small republic located in the Indian Ocean. A series of articles affectionately asked for more information about the beautiful holiday spot. Few noticed that everything about the island was made up.

▲NIXON FOR PRESIDENT

In 1992 American National Public Radio’s Talk of the Nation program announced that Richard Nixon, in a surprise move, was running for President again. His new campaign slogan was, “I didn’t do anything wrong, and I won’t do it again.” Accompanying this announcement were audio clips (片断) of Nixon delivering his election speech. Listeners responded immediately to the announcement, flooding the show with calls expressing shock and anger. Only during the second haft of the show did the host John Huckleberry reveal that the announcement was a practical joke. Nixon’s voice was copied by comedian Rich Little.

Which of the following western countries is NOT mentioned in the text?

A. India                                           B. the UK           

C. the United States                          D. Sweden

Who worked as a host on the radio?

A. Kjell Stepson                                B. Rich Little

C. Richard Nixon                         D. John Huckleberry

When did the small republic San Serriffe come into being?

A. In 1962.                                      B. In 1977.

C. In 1992.                                      D. Never.

Where can we probably read this article?

A. In an ad.                                 B. In a magazine.

C. In a novel.                               D. In a news report.

       Happy April Fool's Day. In celebration of the day, we have put together a list of some of the greatest hoaxes in history. They are the lies that have been designed for innocent people who are ready to believe them.

INSTANT COLOR TV

       In 1962 there was only one TV channel in Sweden, and in broadcast in black and white. The station's technical expert, Kjell Stensson, appeared on the news to announce that thanks to a newly developed technology, all viewers could now quickly and easily transform their existing sets to display color reception. All they had to do was pull a nylon stocking over their TV screen , and they would begin to see their favorite shows in color. Reportedly, hundreds of thousands of people, were taken in. Actual color TV transmission only started to appear in Sweden on April 1,1970.

SAN SERRIFFE

       In 1977 the British newspaper The Guardian published a special seven-page supplement(增刊)in honor of the tenth anniversary of San Serriffe, a small republic located in the Indian Ocean. A series of articles affectionately described the geography and culture of this unknown nation. The Guardian's phones rang all day as readers asked for more information about the beautiful holiday spot. Few noticed that everything about the island was made up.

NIXON FOR PRESIDENT

In 1992 American National Public Radio's Talk of the Nation program announced that Richard Nichard Nixon , in a surprise move ,was running for President again. His new campaign slogan was,“I didn't do anything wrong, and I won't do it again.” Accompanying this announcement were audio clips(片断)of Nixon delivering his election speech. Listeners responded immediately to the announcement , flooding the show with calls expressing shock and anger. Only during the second half of the show did the host John Hockenberry reveal that the announcement was a practical joke, Nixon's voice was copied by comedian Rich Little.

68. Which of the following western countries is NOT mentioned in the text?

   A. India             B. the UK           C. the United States    D. Sweden

69. Who worked as a host on the radio?

   A. Kjell Stensson      B. Rich Little        C. Richard Nixon      D. John Hockenberry

70. When did the small republic San Serriffe come into being?

   A.In 1962            B. In 1977          C. In 1992            D. Never

71. Where can we probably read this article?

   A. In an ad.           B. In a magazine   C. In a novel          D. In a news report

You should get your ideas ________ when you are putting _______ an ad campaign.