高等教育新综合英语B1作业习题集12春英语.docx

高等教育新综合英语B1作业习题集12春英语.docx

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高等教育新综合英语B1作业习题集12春英语

Unit1Love

SectionOneReadingComprehension

Directions:

Thereare2readingpassagesinthispart.Eachpassageisfollowedbysomequestionsorunfinishedstatements.ForeachofthemtherearefourchoicesmarkedA），B），C）andD）.

PassageOne

Questions1-5arebasedonthefollowingpassage:

In1985,theCoca-colaCompanymadethedecisiontochangetheformulaofitsleadingsoftdrink.Thechangewasbasedonthefindingsofmanymarketstudies.Thesestudieshadshownthatthegeneralresponsetothenewproductwasgood.However,thechangeofthetraditionalCoca-colabyNewCokewasrejectedbythemajorityofdrinkers.Infact,thecompanyhadtostepbackandrestartproductionoftheoldformulaofCoca-cola.

ThemostimportantreasonwhyNewCokewasrejectedwastheemotionalrelationshipthatexistedbetweendrinkersandtheoldsoftdrinkformula.DrinkingCoca-colahadbecomeatraditionformanypeopleoverits99yearsofexistence.ThechangemadebythecompanywasnotonlyinCoke’sformulabutalsointhetraditionalvaluesandmemoriesthatitrepresentedtothedrinkers.“WehadtakenawaymorethantheproductCoca-cola.Wehadtakenawayalittlepartofthemandtheirpast.”Thedrinkersrejectedthis“improvement”,because“theybelievedthatCokestoodfortraditionalvalue,sotheybetrayedwhentheproductchangedcompletelyovernight”.

AlthoughalotofresearchwasdonebyCoca-colaCompany,itdidn’tshowthedepthofdrinker’semotionfortheproduct.Thestudiestookmanyforms,butnoneofthetestswasabletomeasurethedegreeofpersonalandemotionalreactionscausedbythedisappearanceoftheold,traditionalCoca-cola.Theweaknessoftheresearchwasthatitwasmainlyquantitativeinform.Theresultwasonlynumbersthatcouldnotshowthedeepmeaningtheproducthadformanypeople.Amoreextensivestudyfocusingonthequalitativeaspectsofthechangewouldperhapshavebeenabletodemonstratethecloserelationshipexistingbetweendrinkersandproduct.

1.Coca-colacompanychangedtheformulain1985because___B_____.

A）itledthesoftdrinkindustryinthemarket

B）itsmarketstudiessupportedthechangeintheformula

C）itcarriedoutmarketresearchforexpansion

D）itsimplyfelttheneedtomakethechange

2.Accordingtothepassage,thedrinkersrejectedNewCokebecauseof___D_____.

A）thelateresponsetothemarketbyCoca-colacompany

B）thereproductionofCoca-cola’solddrinkformula

C）astrongdislikebyCoca-cola’sregulardrinkers

D）theemotionalrelationshipbetweenthedrinkersandtheoldsoftdrink

3.TheproductCoca-colawasbelievedtostandfor___A____.

A）traditionalvaluesandgoodmemories

B）traditionalcustomsandhappydays

C）pasthonorsandefficientmanagement

D）topqualityandwonderfultaste

4.Whichofthefollowingstatementsistrue?

C

A）ResearchbyCoca-colaconsideredemotionalfactors.

B）Coca-coladidlittleresearchbeforetheymadethechange.

C）ResearchbyCoca-colawasquantitativeratherthanqualitative.

D）ResearchbyCoca-colawasbothquantitativeandqualitative.

5.Theauthorofthearticleclearlyindicatesthat__C______.

A）theweaknessoftheresearchcouldhavebeenremoved

B）Coca-colashouldhavemeasuredthequantitativefactorsmorecarefully

C）Coca-colashouldhavedoneamoreextensivequalitativestudy

D）aslowerchangeoftheproductmighthaveimprovedthesalesofthecompany

Passage2

Questions6-10arebasedonthefollowingpassage:

HollywoodnolongerrulesSouthKoreancinema,whichisbreakingoutallover.Since1999SeoulfilmmakershavebeenturningoutAsia’sfirstcriticallyapplaudedfilms,and“MyWifeIsaGangster”and“Phone”arethemoststunninglygoodexamples.InthewayAmericanstourHollywood,AsiansvisitKoreatoseesitesfeaturedintheirfavoritemovies.

KoreaoncelookedtoAmericaforidea,butnowthereverseistrue.HollywoodissnappingupremakerightstodozensofKoreanfilms.Madonna’sMaverickFilmsisremakingthehorrorfilm“Phone”.AndDreamWorksrecentlyboughttherightstoanotherhorrorfilm“ATaleofTwoSisters.”Tocapitalizeonalltheattention,SouthKoreahasmovedaggressivelytocastitselfasthecenterofAsia’sfilmmarket.

TheSeoulgovernmentandindustryleadersareworkingtorankthePusanFilmFestivalasCannes（戛纳）East,thefestivalswheredealsgetgone,aone–stopplacewheremoviemakerscanshopforfinancing,exports,evenlocation.InpreparationforthenextPusanFestivalthisfall,delegationsfromIndonesia,Malaysia,TaiwanandalloverAsiahavebeenflockingtoSeoultostudytheKoreanfilmrevival.“WelookatKoreawithanenviouseye,”saysoneofHongKongmoviemakers,“Filmmakersandaudienceshavefoundarealvibes（i.e.goodatmosphere）betweenthem,likeinthe1970sand‘80sinHongKong.”

TheKoreanfilmindustry