In the 1880s, people drank John Pemberton’s tonic to cure headaches. It wasn’t a very popular drink, and he sold only about a dozen drinks a day. That’s why Pemberton was willing to sell the rights to his medicinal drink. The buyer, Asa Griggs Candler, paid just $ 2,300 for the rights to Coca-Cola. Today, Coca-Cola (or Coke) is worth billions of dollars. It controls 50 percent of the world market in soft drinks.
How did Coca-Cola become so popular? One answer is that Asa Candler was a very clever businessman. He was one of the first people to use mass marketing. How did he do this? First, he made his product unique. When he bought the rights to Coca-Cola, it came in ordinary bottles. It looked like every other drink on the market. To make Coca-Cola look different, Candler modernized the bottles. He also made an eye-catching logo for his products. When other companies tried to imitate Coca-Cola’s name, Candler took them to court.
In addition to the unique bottle and logo, Candler spent a lot of time and money advertising his product. He used advertising to make a powerful image of Coca-Cola in the minds of his customers. He gave away free bottles of Coke. He put the name of his drink on pencils, trays, Japanese fans, matches, and many other things. Then he gave the things to people for free. He advertised Coca-Cola in the newspaper and painted the words “Drink Coca-Cola” on the sides of buildings and barns. By 1902, Coca-Cola was the best known product in the United States.
Candler was also able to make memorable advertisements. They often had catchy slogans such as “The Pause That Refreshes.” He also used famous athletes to advertise his product. They helped people to think of Coca-Cola as a delicious drink for everyone.
Today, businesses all over the world use mass marketing, but the makers of Coke were the first. Candler bought the rights to Coca-Cola from _______.
| A．the inventor of a medicinal drink | B．a well-known businessman |
| C．a doctor | D．a carpenter |
The underlined sentence in paragraph 2 implies that __________.
| A．he invited people from other companies to attend a court ball |
| B．he shared Coca-Cola’s name with other companies after they went back from the court |
| C．he played basketball with people from other companies on the basketball court |
| D．he took legal action to those who wanted to copy Coca-Cola’s name |
Candler used slogans to advertise his product. Slogans are _______.
| A．popular music | B．free products | C．memorable phrases | D．simple things |
By using mass marketing, Asa tried many ways EXCEPT _______.
| A．making Coca-Cola look different |
| B．paying $ 2,300 for the rights to Coca-Cola |
| C．advertising Coca-Cola a powerful image in the minds of the customers |
| D．using famous athletes to advertise his product |
The passage is mainly to _______.
| A．explain that it is easy to use mass marketing |
| B．advice people to spend a lot of money and time on mass marketing |
| C．tell how Asa changes Coca-Cola into a worldwide business by using mass marketing |
| D．describe different ways of using mass marketing |
The tradition of birthday parties started in Europe a long time ago. It was feared that evil(邪恶的) spirits were particularly attracted to people on their birthdays. To protect them from harm, friends and family members would come to stay with the birthday person and bring good thoughts and wishes. Giving gifts brought even more good cheer to keep away from the evil spirits. This is how birthday parties began.
The following are some countries’ birthday traditions:
Canada---Putting butter on the nose. In Atlantic Canada, the birthday child’s nose is put butter on for good luck.
China---Noodles for lunch. The birthday child pays respect to his / her parents and receives a gift of money. Friends and relatives are invited to lunch and noodles are served to wish the birthday child a long life.
England---Money cakes. Certain symbolic(象征性的) objects are mixed into the birthday cake as it is being prepared. If your piece of cake has a coin in it, you will be rich.
Ireland---Birthday bump(碰撞). The birthday child is lifted upside down and “ bumped” on the floor for good luck.
Italy---Pulling ears. The child’s ears are pulled as many times as how old he / she is turning.
Japan---New clothes. The birthday child wears new clothes to mark the occasion.
New Zealand---Birthday claps. After the candles are hit, the happy birthday song is sung loudly and often out of tune and then the birthday person receives a clap for each year he / she has been alive and then one for good luck.
The United States---Cake, candles and the birthday song. A cake is made, and candles are put on top based on how old the person is.The first paragraph mainly talks about .
| A．why there are so many birthday traditions |
| B．how birthday parties started |
| C．how to keep away from evil spirits |
| D．why gifts must be given to the birthday person |
According to the passage, in which country can the birthday children probably receive a gift of money?
| A．China. | B．England. |
| C．Ireland. | D．Japan. |
Which of the following is TRUE according to the passage?
| A．In New Zealand, an eight-year-old birthday child receives eight claps in all. |
| B．In Ireland, bumping the birthday child means good luck to him/her. |
| C．In England, coins are the only things that can be made into a birthday cake. |
| D．In Italy, the birthday child’s ears are pulled when he/she is lifted upside down. |
The birthday traditions of New Zealand and the United States share all the following in common EXCEPT .
| A．birthday cake | B．birthday candles |
| C．birthday claps | D．birthday song |
In which section of a website does the passage probably appear?
| A．Tech&Science. | B．Entertainment. |
| C．Careers&Jobs. | D．Culture. |
I am the mother of a five-year-old girl now, but I’ll never forget some of the best lessons my mother taught me.
Lesson 1---Always be there for your child
I can’t tell you the last time my parents missed a big event in my life; it never happened. Whether it was a play, or even just a practice---my parents were always there for me. As an only child, they cherished everything in my life.
Lesson2---Hide in the bathroom
For years I wondered why my mother had made the bathroom her own personal library and would stay there forever. Now I know it’s the only place for her to have at least two minutes of peace and quiet. Well, I try to, but that’s quite difficult with two cats, a dog, a kid, a husband and only one bathroom.
Lesson3---Get involved(参与)
I was lucky in having parents who let me do anything they think was good. Now today, I am fond of being active and involved. Whether it is a sports game or a volunteering group, or just playing with my daughter, I love to be involved.
Lesson4---It’s OK to fail
My parents weren’t perfect and that was OK. I know I’m not perfect and I hope my daughter knows that’s OK. Families love one another no matter what happens. If you fail, you learn from the mistakes and keep right on going.
Parents are so important to a child’s growth and development and I’m so glad that I had great parents to follow.The big event in the writer’s life .
| A．was seldom missed by her parents |
| B．was never missed by her parents |
| C．didn’t include her musical performances |
| D．wasn’t noticed by her dad sometimes |
What does the underlined word “cherish” in Paragraph 2 probably mean?
| A．Find out clearly. | B．Run after carefully. |
| C．Care about gently. | D．Give up completely. |
What is difficult for the writer to do?
| A．To set up her own personal library. |
| B．To do her housework well every day. |
| C．To find a quiet or peaceful place to read. |
| D．To stay in her bathroom for a long time. |
When her kid knew it was OK that she wasn’t perfect, the kid .
| A．thought being bad was nothing |
| B．would love her more than others |
| C．tried her best to do better than she |
| D．would have a good mind if she failed |
What can we learn from this passage?
| A．The writer hardly follow her parents now. |
| B．The writer has raised two dogs, a cat and a kid. |
| C．Getting involved leads to the writer’s active life. |
| D．The writer’s mom likes reading in the bathroom. |
I’ve always known that dogs are clever, but even I was surprised when I heard about a dog called Red, at the Battersea Dog’s Home in London.
The home has been caring for lost and unwanted animals for over 140 years. Recently, the staff there got a shock when they came to work in the morning. They found that some of the dogs had got out of their kennels(狗窝) during the night, opened cupboards and taken out food and toys. And it happened again and again. The manager described how as many as nine dogs were escaping every night. “ When we came in, dogs were running around having fun and causing a lot of mess. ”
Someone or something was unlocking (开锁) the kennels during the night. The manager decided to put in cameras to record how the dogs were getting out.
When she and her staff played back the recording, they saw Red, a three-year-old dog, put his nose through the bars of his kennel and use his teeth to press the button(按钮) that opened his door. That was clever enough, but Red did more: he unlocked the kennels next to his and let the dogs out too. The group broke into cupboards and stole dog biscuits and toys to play with.
The manager said, “ It’s surprising that Red worked out how to open his own kennel and let all his friends out.” I suppose, Red didn’t like to party alone.
The story has a happy ending: after Red was shown on TV, several people came and offered to give him a new home as a family pet.What is the author’s purpose in writing the text?
| A．To ask people to look after unwanted dogs. |
| B．To describe dogs escaping from the Dog’s Home. |
| C．To give an example of how clever a dog can be. |
| D．To introduce the work done by the Battersea Dog’s Home. |
What did Red do after he got out of his kennel at night?
| A．He slept in a cupboard. |
| B．He let the other dogs out. |
| C．He took biscuits and toys back to the other dogs. |
| D．He showed the other dogs how to unlock their doors. |
What can we learn from the text?
| A．Red didn’t like being at the Dog’s Home. |
| B．Red and his friends had a good time when they escaped. |
| C．Red and his friends enjoyed being recorded by the cameras. |
| D．Red and the other dogs escaped because they were hungry. |
The underlined phrase “ worked out” in paragraph 5 means .
| A．found the way and dealt with |
| B．made the plan of |
| C．thought carefully about |
| D．was ready for |
Which of the following was the topic of the TV program about Red?
| A．A dog that can unlock doors. |
| B．A night when kennels were unlocked. |
| C．Parties for the missing dogs. |
| D．Battersea Dog’s Home. |
A lot more people are about to get a chance to buy Google Glass. It’s the Internet-connected eyewear that has become the hottest sale.
Google will sell the “Explorer” version(版本) of Glass to any U.S. person who places an online order for the device beginning at 9am. PDT April 15. The product will cost $1,500. Google is saying how many sets of Glass will be available during the limited-time offer.
This version of Glass, though, still isn’t the perfect product that Google hopes to sell in stores later this year.
For now, Google is still trying to recruit(招聘) more people willing to serve as volunteers for its attempt to build a wearable device that features some of the same feature as a smart phone. “ Our Explorers are moms, bakers, surgeons, rockers, and each new Explorer has brought a new view that is making Glass better,” Google said.
The device has a small screen attached above the right eye. A user can check e-mails, see Twitter post or get directions without having to use a phone. It can also take hands-free photos and video through voice-activated(声控的) commands. The ability to record images so easily has raised safely concerns about drivers wearing Glass. The lawmakers have to draw up new rules forbidding use of the device in moving vehicles.
Google regards Glass as a breakthrough(突破). It will make it easier for people to surf the Internet while on the go. They also hope that the device could help police officers, firefighters, doctors and reporters do their jobs better.What is special about Google Glass?
| A．People can only order it online. |
| B．It’s cheaper than the ordinary glasses. |
| C．People can explore the Internet with it. |
| D．It doesn’t contain any actual glass in the future. |
Google is still trying to recruit more volunteers to _____________.
| A．improve their products |
| B．sell their products |
| C．advertise their products |
| D．wear their products |
We can use Google Glass to do the following EXCEPT_____________.
| A．check e-mails | B．make a call |
| C．take video | D．find your way |
What problem may Google Glass bring to people?
| A．Its screen is too small for people to surf the Internet. |
| B．It may cause traffic accidents if people use it while driving. |
| C．Users must use their hands to take photos. |
| D．It is difficult for many people to learn to use. |
Tuvalu is located in the South Pacific. It is tiny and has only nine islands with a population of just 11,000. In 1999, it was the third- poorest country in the world. The islanders earned just $1,000 each year.
But then something unusual happened. Tuvalu received an internet domain (领土) name—the letters “tv”. These letters were very interesting for many companies around the world. A communication company from California offered to buy the domain name “tv” for $40 m. For the Tuvalans this was a very large amount of money. The islanders became very rich.
Because of global warming, and because the islands are only 3m above sea level, Tuvalu will probably become the first country in the world that will disappear under the sea.
You can already see signs of the rising sea on Tuvalu. Some beaches are disappearing and you can see tree roots by the ocean. Cyclones（旋风）used to be very rare but they now appear a few times a year, and the rains that come with the cyclones cause flooding. Despite these problems, the Tuvalans had their new money. They could use it to buy themselves a future. Or at least they could use it to buy some time. Paul Lindsay, a documentary film-maker, took these questions with him all the way to Tuvalu, and came back with an incredible (难于置信的)story. As the water rises, the Tuvalans are using the money to develop the land. They are building new houses, planning nightclubs, restaurants and hotels and new cars are driving around on new roads. The residents do not think this is strange: “Just because we are sinking, it doesn’t mean we don’t want to raise our standards of living.” Sam Teo, Tuvalu’s minister for natural resources told Lindsay.Which of the following information about Tuvalu is WRONG?
| A．It only has a population of 11,000 people. |
| B．The average income of the Tuvalans is $1000 in 1999. |
| C．Tuvalu is only 3m high above sea level. |
| D．The Tuvalans received $40 million when they sold the domain name. |
The biggest problem for the Tuvalans is _________.
| A．poverty | B．global warming |
| C．The small population | D．cyclones |
Which of the following match the beginnings with the endings is correct?
①The Tuvalans became rich…
②By the end of the century…
③The Tuvalans are spending their money
④When the sea rises…
a.on roads, cars and new buildings
b.the sea will cover the islands completely.
c.the Tuvalans will have to leave their islands
d.when they sold their internet domain name.
| A．①-d, ②-b, ③-a, ④-c | B．①-c, ②-d, ③-b, ④-a |
| C．①-c, ②-b, ③-a, ④-d | D．①-d, ②-c, ③-a, ④-b |
Why did Paul Lindsay come to Tuvalu?
| A．To make a documentary film to record the life of the Tuvalans. |
| B．To understand the living condition of the Tuvalans. |
| C．To know how the Tuvalans survive despite all of their problems. |
| D．To discover the reason for the Tuvalans not to improve their living standards. |
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