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Directions: In this section, you will read several passages. Each passage is followed by several questions based on its content. You are to choose ONE best answer. (A), (B), (C) or (D), to each question. Answer all the questions following each passage on the basis of what is stated or implied in that passage and write the letter of the answer you have chosen in the corresponding space in your ANSWER BOOKLET. Questions 1-5 To understand the marketing concept, it is only necessary to understand the difference between marketing and selling. Not too many years ago, most industries concentrated primarily on the efficient production of goods, and then relied on "persuasive salesmanship" to move as much of these goods as possible. Such production and selling focuses on the needs of the seller to produce goods and then convert them into money. Marketing, on the other hand, focuses on the wants of consumers. It begins with first analyzing the preferences and demands of consumers and then producing goods that will satisfy them. This eye- on-the-consumer approach is known as the marketing concept, which simply means that instead of trying to sell whatever is easiest to produce or buy for resale, the makers and dealers first endeavor to find out what the consumer wants to buy and then go about making it available for purchase. This concept does not imply that business is benevolent or that consumer satisfaction is given priority over profit in a company. There are always two sides to every business transaction--the firm and the customer—and each must be satisfied before trade occurs. Successful merchants and producers, however, recognize that the surest route to profit is through understanding and catering to customers. A striking example of the importance of catering to the consumer presented itself in mid-1985, when Coca Cola changed the flavor of its drink. The non-acceptance of the new flavor by a significant portion of the public brought about a prompt restoration of the Classic Coke, which was then marketed alongside the new. King Customer ruled! What does the restoration of the Classic Coke best illustrate ______
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Question 15-18
Questions 11-15 I am one of the many city people who are always saying that given the choice we would prefer to live in the country away from the dirt and noise of a large city. I have managed to convince myself that if it weren’t for my job I would immediately head out for the open spaces and go back to nature in some sleepy village buried in the country. But how realistic is the dream Cities can be frightening places. The majority of the population lives in massive tower blocks, noisy, dirty and impersonal. The sense of belonging to a community tends to disappear when you live fifteen floors up. All you can see from your window is sky, or other blocks of flats. Children become aggressive and nervous--cooped up at home all day, with nowhere to play; their mothers feel isolated from the rest of the world. Strangely enough, whereas in the past the inhabitants of one street all knew each other, nowadays people on the same floor in tower blocks don’t even say hello to each other. Country life, on the other hand, differs from this kind of isolated existence in that a sense of community generally binds the inhabitants of small villages together. People have the advantage of knowing that there is always someone to turn to when they need help. But country life has disadvantages too. While it is true that you may be among friends in a village, it is also true that you are cut off from the exciting and important events that take place in cities. There’s little possibility of going to a new show or the latest movie. Shopping becomes a major problem, and for anything slightly out of the ordinary you have to go on an expedition to the nearest large town. The city- dweller who leaves for the country is often oppressed by a sense of unbearable stillness and quiet. What, then, is the answer The country has the advantage of peace and quiet, but suffers from the disadvantage of being cut off. the city breeds a feeling of isolation, and constant noise batters the senses. But one of its main advantages is that you are at the centre of things, and that life doesn’t come to an end at half-past nine at night. Some people have found (or rather bought) a compromise between the two.. they have expressed their preference for the "quiet life" by leaving the suburbs and moving to villages within commuting distance of large cities. They generally have about as much sensitivity as the plastic flowers they leave behind--they are polluted with strange ideas about change and improvement which they force on to the unwilling original inhabitants of the villages. What then of my dreams of leaning on a cottage gate and murmuring "morning" to the locals as they pass by. I’m keen on the idea, but you see there’s my cat, Toby. I’m not at all sure that he would take to all that fresh air and exercise in the long grass. I mean, can you see him mixing with all those hearty males down the farm No, he would rather have the electric imitation-coal fire any evening. In the author’s opinion, the following may cause city people to be unhappy EXCEPT ______.
Questions 21-25 Apple is hardly alone in the high-tech industry when it comes to duff gadgets and unhelpful call centers, but in other respects it is highly unusual. In particular, it inspires an almost religious fervor among its customers. That is no doubt helped by the fact that its corporate biography is so closely bound up with the mercurial Mr. Jobs, a rare showman in his industry. Yet for all its flaws and quirks, Apple has at least four important wider lessons to teach other companies. The first is that innovation can come from without as well as within. Apple is widely assumed to be an innovator in the tradition of Thomas Edison or Bell Laboratories, locking its engineers away to cook up new ideas and basing products on their moments of inspiration. In fact, its real skill lies in stitching together its own ideas with technologies from outside and then wrapping the results in elegant software and stylish design. The idea for the iPod, for example, was originally dreamt up by a consultant whom Apple hired to run the project. It was assembled by combining off-the-shelf parts with in-house ingredients such as its distinctive, easily used system of controls. And it was designed to work closely with Apple’s iTunes jukebox software, which was also bought in and then overhauled and improved. Apple is, in short, an orchestrator and integrator of technologies, unafraid to bring in ideas from outside but always adding its own twists. This approach, known as "network innovation", is not limited to electronics. It has also been embraced by companies such as Procter ＆ Gamble, BT and several drugs giants, all of which have realized the power of admitting that not all good ideas start at home. Making network innovation work involves cultivating contacts with start-ups and academic researchers, constantly scouting for new ideas and ensuring that engineers do not fall prey to "not invented here" syndrome, which always values in-house ideas over those from outside. Second, Apple illustrates the importance of designing new products around the needs of the user, not the demands of the technology. Too many technology firms think that clever innards are enough to sell their products, resulting in gizmos designed by engineers for engineers. Apple has consistently combined clever technology with simplicity and ease of use. The iPod was not the first digital-music player, but it was the first to make transferring and organizing music, and buying it online, easy enough for almost anyone to have a go. Similarly, the iPhone is not the first mobile phone to incorporate a music-player, web browser or e-mail software. But most existing "smartphones" require you to be pretty smart to use them. Apple is not alone in its pursuit of simplicity. Philips, a Dutch electronics giant, is trying a similar approach. Niklas Zennstrom and Janus Friis, perhaps the most Jobsian of Europe’s geeks, took an existing but fiddly technology, internet telephony, to a mass audience by making it simple, with Skype; they hope to do the same for internet television. But too few technology firms see "ease of use" as an end in itself. What does the word "gizmo" mean
请结合本章内容分析如下案例： 一位教师在讲授《植物的果实》一课时，课前曾布置作业，要求学生把自己认为是果实的带到教室里来。学生带来的有梨、苹果、香蕉、花生、核桃、葵花籽、胡萝卜等。上课一开始，学生就对胡萝卜是不是果实，进行了激烈的争论，双方谁也说服不了谁，气氛异常活跃。教师因势利导地指出：“当你对一个事物拿不准的时候，你就拿一个和它相类似的东西和它比较，看它们有哪些相同哪些不同答案就很容易找出了。”他拿起一个苹果和一个梨，问道：“它们有哪些地方相同为什么它们是果实呢” “都能吃。”一个学生回答。 “能吃，对。但不一定所有的果实都能吃。”教师说。 “都是树上长的。”又有一个同学说。 “苹果和梨都是树上长的，但不是所有的果实都长在树上，花草也有果实。”教师说。 “都是开完花结的果。”又有一个同学说，教师立即加以肯定。 “都有核儿。”——一个学生猛然想起，脱口而出。 “是吗那就要观察它们的构造了。”教师说：“好，切开来研究研究。” 切开后，教师问：“那核儿是什么知道吗”“是种子。”同学们回答。 教师说：“它的内部构造都有种子，种子是繁殖后代的，那么种子以外这一大部分叫什么呢” “叫果肉。”一个同学答。 这时，教师总结：“对，平常我们叫它果肉，最外面一层叫皮，但科学的叫法，把种子以外的都叫果皮。我们都知道开花结果，果实都有两部分，就是果皮和种子。是不是果实，主要看里面有没有种子。”又问：“胡萝卜里面有没有种子呀” “没有种子，不是果实。”学生回答。 试阐述以上这个案例运用了中小学常用的哪种教学方法这种教学方法的基本内涵是什么它对于教师有哪些基本的要求
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