Howshopscanexploitpeople'sherdmentalitytoincreasesales
1.ATRIPtothesupermarketmaynotseemlikeanexerciseinpsychologicalwarfare—butitis.Shopkeepersknowthatfillingastorewiththearomaoffreshlybakedbreadmakespeoplefeelhungryandpersuadesthemtobuymorefoodthantheyhadintended.Stockingthemostexpensiveproductsateyelevelmakesthemsellfasterthancheaperbutlessvisiblecompetitors.Nowresearchersareinvestigatinghow“swarmintelligence”(thatis，howants，beesoranysocialanimal，includinghumans，behaveinacrowd)canbeusedtoinfluencewhatpeoplebuy.
2.AtarecentconferenceonthesimulationofadaptivebehaviourinRome，Zeeshan-ul-hassanUsmani，acomputerscientistfromtheFloridaInstituteofTechnology，describedanewwaytoincreaseimpulsebuyingusingthisphenomenon.Supermarketsalreadyencourageshopperstobuythingstheydidnotrealisetheywanted:forinstance，byplacingeverydayitemssuchasmilkandeggsatthebackofthestore，forcingshopperstowalkpastothertemptinggoodstoreachthem.MrUsmaniandRonaldoMenezes，alsooftheFloridaInstituteofTechnology，setouttoenhancethistendencytobuymorebyplayingontheherdinstinct.Theideaisthat，ifacertainproductisseentobepopular，shoppersarelikelytochooseittoo.Thechallengeistokeepcustomersinformedaboutwhatothersarebuying.
3.Entersmart-carttechnology.InMrUsmani'ssupermarketeveryproducthasaradiofrequencyidentificationtag，asortofbarcodethatusesradiowavestotransmitinformation，andeverytrolleyhasascannerthatreadsthisinformationandrelaysittoacentralcomputer.Asacustomerwalkspastashelfofgoods，ascreenontheshelftellshimhowmanypeoplecurrentlyintheshophavechosenthatparticularproduct.Ifthenumberishigh，heismorelikelytoselectittoo.
4.MrUsmani's“swarm-moves”modelappealstosupermarketsbecauseitincreasessaleswithouttheneedtogivepeoplediscounts.Anditgivesshoppersthesatisfactionofknowingthattheyboughtthe“right”product—thatis，theoneeveryoneelsebought.Themodelhasnotyetbeentestedwidelyintherealworld，mainlybecauseradiofrequencyidentificationtechnologyisnewandhasonlybeeninstalledexperimentallyinsomesupermarkets.ButMrUsmanisaysthatbothWal-MartinAmericaandTescoinBritainareinterestedinhiswork，andtestingwillgetunderwayinthespring.
5.Anotherrecentstudyonthepowerofsocialinfluenceindicatesthatsalescould，indeed，beboostedinthisway.MatthewSalganikofColumbiaUniversityinNewYorkandhiscolleagueshavedescribedcreatinganartificialmusicmarketinwhichsome14,000peopledownloadedpreviouslyunknownsongs.Theresearchersfoundthatwhenpeoplecouldseethesongsrankedbyhowmanytimestheyhadbeendownloaded，theyfollowedthecrowd.Whenthesongswerenotorderedbyrank，butthenumberoftimestheyhadbeendownloadedwasdisplayed，theeffectofsocialinfluencewasstilltherebutwaslesspronounced.Peoplethusfollowtheherdwhenitiseasyforthemtodoso.
6.InJapanachainofconvenienceshopscalledRanKingRanQueenhasbeenorderingitsproductsaccordingtosalesdatafromdepartmentstoresandresearchcompanies.Theshopssellonlythemostpopularitemsineachproductcategory，andtherankingsareupdatedweekly.Icosystem，acompanyinCambridge，Massachusetts，alsoaimstoexploitknowledgeofsocialnetworkingtoimprovesales.
7.Andthepsychologythatworksinphysicalstoresisjustaspotentontheinternet.OnlineretailerssuchasAmazonareadeptattellingshopperswhichproductsarepopularwithlike-mindedconsumers.Evenintheprivacyofyourhome，youcanstillbepartoftheswarm.
Questions1-6
Completethesentencesbelowwithwordstakenfromthereadingpassage.UseNOMORETHANTHREEWORDSforeachanswer.
1.Shopownersrealizethatthesmellof_______________canincreasesalesoffoodproducts.
2.Inshops，productsshelvedatamorevisiblelevelsellbettereveniftheyaremore_______________.
3.AccordingtoMr.Usmani，withtheuseof“swarmintelligence”phenomenon，anewmethodcanbeappliedtoencourage_______________.
4.Onthewaytoeverydayitemsatthebackofthestore，shoppersmightbetemptedtobuy_______________.
5.Ifthenumberofbuyersshownonthe_______________ishigh，othercustomerstendtofollowthem.
6.Usingthe“swarm-moves”model，shopownersdonothavetogivecustomers_______________toincreasesales.
1.答案：(freshly baked) bread.
2.答案：expensive.
3.答案：impulse buying.
4.答案：other (tempting) goods/things/products.
5.答案：screen.
6.答案：discounts.
暫無解析
SellingDigitalMusicwithoutCopy-protectionMakesSense
A. Itwasuncharacteristicallylow-keyfortheindustry’sgreatestshowman.ButtheessaypublishedthisweekbySteveJobs,thebossofApple,onhisfirm’swebsiteundertheunassumingtitle“ThoughtsonMusic”hasnonethelessprovokedavigorousdebateaboutthefutureofdigitalmusic,whichAppledominateswithitsiPodmusic-playerandiTunesmusic-store.Atissueis“digitalrightsmanagement”(DRM)—thetechnologyguardingdownloadedmusicagainsttheft.SincethereisnocommonstandardforDRM,italsohastheside-effectthatsongspurchasedforonetypeofmusic-playermaynotworkonanother.Apple’sDRMsystem,calledFairPlay,isthemostwidespread.SoitcameasasurprisewhenMr.JobscalledforDRMfordigitalmusictobeabolished.
B. ThisisachangeoftackforApple.IthascomeunderfirefromEuropeanregulatorswhoclaimthatitsrefusaltolicenseFairPlaytootherfirmshas“lockedin”customers.SincemusicfromtheiTunesstorecannotbeplayedonnon-iPodmusic-players(atleastnotwithoutalotoffiddling),anyiTunesbuyerwillbedeterredfromswitchingtoadevicemadebyarivalfirm,suchasSonyorMicrosoft.WhenFrenchlawmakersdraftedabilllastyearcompellingAppletoopenupFairPlaytorivals,thecompanywarnedof“state-sponsoredpiracy”.OnlyDRM,itimplied,couldkeepthepiratesatbay.
C. ThisweekMr.JobsgaveanotherexplanationforhisformerdefenceofDRM:therecordcompaniesmadehimdoit.TheywouldmaketheirmusicavailabletotheiTunesstoreonlyifAppleagreedtoprotectitusingDRM.TheycanstillwithdrawtheircataloguesiftheDRMsystemiscompromised.ApplecannotlicenseFairPlaytoothers,saysMrJobs,becauseitwoulddependonthemtoproducesecurityfixespromptly.AllDRMdoesisrestrictconsumerchoiceandprovideabarriertoentry,saysMrJobs;withoutittherewouldbefarmorestoresandplayers,andfarmoreinnovation.So,hesuggests,whynotdoawaywithDRMandsellmusicunprotected?“Thisisclearlythebestalternativeforconsumers,”hedeclares,“andApplewouldembraceitinaheartbeat.”
D. Whythesuddenchangeofheart?MrJobsseemschieflyconcernedwithgettingEurope’sregulatorsoffhisback.RatherthancomplainingtoAppleaboutitsuseofDRM,hesuggests,“thoseunhappywiththecurrentsituationshouldredirecttheirenergiestowardspersuadingthemusiccompaniestoselltheirmusicDRM-free.”Twoandahalfofthefourbigrecordcompanies,hehelpfullypointsout,areEuropean-owned.MrJobsalsohopestopainthimselfasaconsumerchampion.AppleresentsaccusationsthatithasbecometheMicrosoftofdigitalmusic.
E. Applecanaffordtoembraceopencompetitioninmusicplayersandonlinestores.Consumerswouldgravitatetothebestplayerandthebeststore,andatthemomentthatstillmeansApple’s.MrJobsisevidentlyunfazedbyrivalstotheiPod.Sinceonly3%ofthemusicinatypicaliTuneslibraryisprotected,mostofitcanalreadybeusedonotherplayerstoday,henotes.(AndeventheprotectedtrackscanbeburnedontoaCDandthenre-ripped.)SoApple’sdominanceevidentlydependsfarmoreonbrandingandeaseofusethanDRM-related“lockin”.
F. ThemusicgiantsaretryingDRM-freedownloads.Lotsofsmallerlabelsalreadysellmusicthatway.Havingseenwhichwaythewindisblowing,MrJobsnowwantstobeseennotasDRM’sdefender,butasaconsumerchampionwhohelpedinitsdownfall.Wouldn’titleadtoasurgeinpiracy?No,becausemostmusicisstillsoldunprotectedonCDs,peoplewishingtostealmusicalreadycandoso.Indeed,scrappingDRMwouldprobablyincreaseonline-musicsalesbyreducingconfusionandincompatibility.Withtheleadingonlinestore,Applewouldbenefitmost.MrJobs’sargument,inshort,istransparentlyself-serving.Italsohappenstoberight.
NotestoReadingPassage1
1.low-key:
抑制的，受約束的，屈服的
2.showman:
開展覽會的人,出風頭的人物
3.unassuming:
謙遜的,不夸耀的,不裝腔作勢的
4.iPod：
(蘋果公司出產的)音樂播放器
5.iTunesstore：
(蘋果公司出產的)在線音樂商店
6.getoffperson’sback:
不再找某人的麻煩，擺脫某人的糾纏
7.gravitate:
受吸引，傾向于
8.unfazed:
不再擔憂，不被打擾
Questions1-7
DothefollowingstatemetsreflecttheclaimsofthewriterinReadingPassage1?
WriteyouranswerinBoxes1-7onyouranswersheet.
TRUEifthestatementrefletstheclaimsofthewriter
FALSEifthestatementcontradictstheclaimsofthewriter
NOTGIVENifitisimpossbiletosaywhatthewriterthinksaboutthis
1.AppleenjoysacontrollingpositionindigitalmusicmarketwithitsiPodmusic-playerandiTunesmusic-store.
2.DRMisagovernmentdecreeissuedwithapurposetoprotectdownloadedmusicfromtheftbyconsumers.
3.LackofstandardizationinDRMmakessongsboughtforonekindofmusicplayermaynotfunctiononanother.
4.ApplehasbeencriticizedbyEuropeanregulatorssinceithasrefusedtograntalicenseFairPlaytootherfirms.
5.Allmusiccanbeeasilyplayedonnon-iPodmusicdevicesfromSonyorMicrosoftwithouttoomuchfiddling.
6.AppledependsfarmoreonDRMratherthanbrandingforitsdominanceofthedigitalmusicdevices.
7.IfDRMwascancelled,Sonywouldcertainlydominatetheinternationaldigitalmusicmarket.
Questions8-10
ChoosetheappropriatelettersA-Dandwritetheminboxes8-10onyouranswesheet.
8.WhichofthefollowingstatementsaboutMr.Jobs’ideaofDRMisNOTTRUE?
A.DRMplacesrestrictionsonconsumer’choiceofdigitalmusicproductsavailable.
B.DRMcomplesiTunesbuyerstoswitchtoadevicemadebySonyorMicrosoft.
C.DRMconstitutesabarrierforpotentialconsumerstoenterdigitalmusicmarkets.
D.DRMhindersdevelopmentofmorestoresandplayersandtechnicalinnovation.
9.Theword“unfazed”inline3ofparagraphE,means___________.
A.refused
B.welcomed
C.notbothered
D.notwellreceived
10.WhichofthefollowingstatementsisTRUEifDRMwasscapped?
A.Sonywouldgainthemostprofit.
B.Morecustomerswouldbe“lockedin”.
C.Asuddenincreaseinpiracywouldoccur.
D.Online-musicsaleswouldprobablydecrease.
Questions11-14
Completethenotesbelow.
ChooseNOMORETHANTHREEWORDSfromReadingPassage1foreachanswer.
Writeyouranswersinboxes11-14onyouranswersheet.
Mr.SteveJobs,thebossofApple,explainsthereasonwhyheusedtodefendDRM,sayingthatthecompanywasforcedtodoso:therecordcompanieswouldmaketheirmusicaccessibleto…11...onlyiftheyagreedtoprotectitusingDRM;theycanstill…12…iftheDRMsystemiscompromised.HealsoprovidesthereasonwhyAppledidnotlicenseFairPlaytoothers:thecompanyreliesonthemto…13….ButnowhechangeshismindwithapossibleexpectationthatEurope’sregulatorswouldnottroublehimanymoreinthefuture.Heproposesthatthosewhoareunsatisfactorywiththecurrentsituationindigitalmusicmarketshould…14…towardspersuadethemusiccompaniestoselltheirmusicDRM-free.
newweapontofightcancer
1.Britishscientistsarepreparingtolaunchtrialsofaradicalnewwaytofightcancer,whichkillstumoursbyinfectingthemwithviruseslikethecommoncold.
2.Ifsuccessful,virustherapycouldeventuallyformathirdpillaralongsideradiotherapyandchemotherapyinthestandardarsenalagainstcancer,whileavoidingsomeofthedebilitatingside-effects.
3.LeonardSeymour,aprofessorofgenetherapyatOxfordUniversity,whohasbeenworkingonthevirustherapywithcolleaguesinLondonandtheUS,willleadthetrialslaterthisyear.CancerResearchUKsaidyesterdaythatitwasexcitedbythepotentialofProfSeymour’spioneeringtechniques.
4.Oneofthecountry’sleadinggeneticists,ProfSeymourhasbeenworkingwithvirusesthatkillcancercellsdirectly,whileavoidingharmtohealthytissue."Inprinciple,you’vegotsomethingwhichcouldbemanytimesmoreeffectivethanregularchemotherapy,"hesaid.
5.Cancer-killingvirusesexploitthefactthatcancercellssuppressthebody’slocalimmunesystem."Ifacancerdoesn’tdothat,theimmunesystemwipesitout.Ifyoucangetavirusintoatumour,virusesfindthemaverygoodplacetobebecausethere’snoimmunesystemtostopthemreplicating.Youcanregarditasthecancer’sAchilles’heel."
6.Onlyasmallamountofthevirusneedstogettothecancer."Theyreplicate,yougetamillioncopiesineachcellandthecellburstsandtheyinfectthetumourcellsadjacentandrepeattheprocess,"saidProfSeymour.
7.Preliminaryresearchonmiceshowsthatthevirusesworkwellontumoursresistanttostandardcancerdrugs."It’saninterestingpossibilitythattheymayhaveanadvantageinkillingdrug-resistanttumours,whichcouldbequitedifferenttoanythingwe’vehadbefore."
8.Researchershaveknownforsometimethatvirusescankilltumourcellsandsomeaspectsoftheworkhavealreadybeenpublishedinscientificjournals.Americanscientistshavepreviouslyinjectedvirusesdirectlyintotumoursbutthistechniquewillnotworkifthecancerisinaccessibleorhasspreadthroughoutthebody.
9.ProfSeymour’sinnovativesolutionistomaskthevirusfromthebody’simmunesystem,effectivelyallowingthevirusestodowhatchemotherapydrugsdo-spreadthroughthebloodandreachtumourswherevertheyare.Thebighurdlehasalwaysbeentofindawaytodelivervirusestotumoursviathebloodstreamwithoutthebody’simmunesystemdestroyingthemontheway.
10."Whatwe’vedoneismakechemicalmodificationstothevirustoputapolymercoataroundit-it’sastealthviruswhenyouinjectit,"hesaid.
11.Afterthestealthvirusinfectsthetumour,itreplicates,butthecopiesdonothavethechemicalmodifications.Iftheyescapefromthetumour,thecopieswillbequicklyrecognisedandmoppedupbythebody’simmunesystem.
12.Thetherapywouldbeespeciallyusefulforsecondarycancers,calledmetastases,whichsometimesspreadaroundthebodyafterthefirsttumourappears."There’sanawfulstatisticofpatientsinthewest...withmalignantcancers;75%ofthemgoontodiefrommetastases,"saidProfSeymour.
13.Twovirusesarelikelytobeexaminedinthefirstclinicaltrials:adenovirus,whichnormallycausesacold-likeillness,andvaccinia,whichcausescowpoxandisalsousedinthevaccineagainstsmallpox.Forsafetyreasons,bothwillbedisabledtomakethemlesspathogenicinthetrial,butProfSeymoursaidheeventuallyhopestousenaturalviruses.
14.Thefirsttrialswilluseuncoatedadenovirusandvacciniaandwillbedeliveredlocallytolivertumours,inordertoestablishwhetherthetreatmentissafeinhumansandwhatdoseofviruswillbeneeded.Severalmoreyearsoftrialswillbeneeded,eventuallyalsoonthepolymer-coatedviruses,beforethetherapycanbeconsideredforuseintheNHS.Thoughtheapproachwillbeexaminedatfirstforcancersthatdonotrespondtoconventionaltreatments,ProfSeymourhopesthatonedayitmightbeappliedtoallcancers.
Questions1-6
Dothefollowingstatementsagreewiththeinformationgiveninthereadingpassage?Forquestions1-6write
TRUEifthestatementagreeswiththeinformation
FALSEifthestatementcontradictstheinformation
NOTGIVENifthereisnoinformationonthisinthepassage
1.Virustherapy,ifsuccessful,hasanadvantageineliminatingside-effects.
2.CancerResearchUKisquitehopefulaboutProfessorSeymour’sworkonthevirustherapy.
3.Viruscankillcancercellsandstopthemfromgrowingagain.
4.Cancer’sAchilles’heelreferstothefactthatvirusmaystaysafelyinatumorandreplicate.
5.Toinfectthecancercells,agooddealofvirusesshouldbeinjectedintothetumor.
6.Researchesonanimalsindicatethatviruscouldbeusedasanewwaytotreatdrug-resistanttumors.
Question7-9
Basedonthereadingpassage,choosetheappropriateletterfromA-Dforeachanswer.
7.Informationaboutresearchesonviruseskillingtumorcellscanbefound
(A)onTV
(B)inmagazines
(C)oninternet
(D)innewspapers
8.Totreattumorsspreadingoutinbody,researcherstryto
(A)changethebody’immunesystem
(B)injectchemotherapydrugsintobloodstream.
(C)increasetheamountofinjection
(D)disguisethevirusesonthewaytotumors.
9.Whenthechemicalmodifiedvirusintumorreplicates,thecopies
(A)willsoonescapefromthetumorandspreadout.
(B)willbewipedoutbythebody’simmunesystem.
(C)willbeimmediatelyrecognizedbytheresearchers.
(D)willeventuallystopthetumorfromspreadingout.
Questions10-13
Completethesentencesbelow.Chooseyouranswersfromthelistofwords.Youcanonlyuseeachwordonce.
NBTherearemorewordsinthelistthanspacessoyouwillnotusethemall.
Inthefirstclinicaltrials,scientistswilltryto……10……adenovirusandvaccinia,soboththeviruseswillbelesspathogenicthanthe……11…….Theseuncoatedviruseswillbeapplieddirectlytocertainareastoconfirmsafetyonhumanbeingsandtheright……12……needed.Theexperimentswillfirstlybe……13……tothetreatmentofcertaincancers
-----Didyounoticehimcomein?
-----No.I________afootballgame.
HowaFrenchmanisrevivingMcDonald’sinEurope
A.WhenDenisHennequintookoverastheEuropeanbossofMcDonald’sinJanuary2004,theworld’sbiggestrestaurantchainwasshowingsignsofrecoveryinAmericaandAustralia,butsalesinEuropeweresluggishordeclining.OneexceptionwasFrance,whereMrHennequinhaddoneasterlingjobasheadofthegroup’sFrenchsubsidiarytosellmoreBigMacstohiscompatriots.Histaskwastoreplicatethissuccessinall41oftheEuropeancountrieswhereanti-globalisers’favouriteenemyoperates.
B.SofarMrHennequinisdoingwell.LastyearEuropeansalesincreasedby5.8%andthenumberofcustomersby3.4%,thebestannualresultsinnearly15years.Europeaccountedfor36%ofthegroup’sprofitsandfor28%ofitssales.DecemberwasanespeciallygoodmonthascustomerstooktoseasonalmenuofferingsinFranceandBritain,andtoapromotioninGermanybasedonthegameofMonopoly.
C.MrHennequin’srecipeforrevivalistobemoreopenabouthiscompany’soperations,tobe“locallyrelevant”,andtoimprovetheexperienceofvisitinghis6,400restaurants.McDonald’sisblamedformakingpeoplefat,exploitingworkers,treatinganimalscruelly,pollutingtheenvironmentandsimplyforbeingAmerican.MrHennequinsayshewantstoengageinadialoguewiththepublictoaddresstheseconcerns.
D.Heintroduced“opendoor”visitordaysineachcountrywhichbecamehugelypopular.InPolandalonesome50,000visitorscametoMcDonald’sthroughthevisitors’programmelastyear.TheNutritionInformationInitiative,launchedlastyear,putdetailedlabelsonMcDonald’spackagingwithdataoncalories,protein,fat,carbohydratesandsaltcontent.Thedetailsarealsoprintedontray-liners.
E.MrHennequinalsowantspeopletoknowthat“McJobs”,thelow-paidmenialjobsatMcDonald’srestaurants,aremuchbetterthanpeoplethink.Butsomeofhiseffortshavebackfired:lastyearhesparkedacontroversywiththeintroductionofa“McPassport”thatallowsMcDonald’semployeestoworkanywhereintheEuropeanUnion.PoliticiansaccusedthefirmofaploytomakecheaplabourfromeasternEuropemoreeasilyavailabletoMcDonald’smanagersacrossthecontinent.
F.Tostayintouchwithlocalneedsandpreferences,McDonald’semployslocalbossesasmuchaspossible.ARussianisrunningMcDonald’sinRussia,thoughaSerbisinchargeofGermany.Thegroupbuysmainlyfromlocalsuppliers.Four-fifthsofitssuppliesinFrancecomefromlocalfarmers,forexample.(SomeoftheFrenchfarmerswhocampaignedagainstthecompanyinthelate1990ssubsequentlydiscoveredthatitwas,infact,buyingtheirproduce.)AndithirescelebritiessuchasHeidiKlum,aGermanmodel,aslocalbrandambassadors.
G.InhispreviousjobMrHennequinestablisheda“designstudio”inFrancetospruceuphiscompany’sdrabrestaurantsandadapttheinteriortolocaltastes.ThestudioisnowmastermindingimprovementseverywhereinEurope.Healsosetupa“foodstudio”,wherecooksdevisenewrecipesinresponsetolocaltrends.
H.GivenFrance’sreputationasthemostanti-AmericancountryinEurope,itseemsoddthatMcDonald’srevivalinEuropeisbeingledbyaFrenchman,usingideascookedupintheFrenchmarket.ButFranceisinfactthecompany’smostprofitablemarketafterAmerica.ThemarketwhereMcDonald’sisweakestinEuropeisnotFrance,butBritain.
I.“FixingBritainshouldbehispriority,”saysDavidPalmer,arestaurantanalystatUBS.Almosttwo-thirdsofthe1,214McDonald’srestaurantsinBritainarecompany-owned,comparedwith40%inEuropeand15%inAmerica.Thecompanysuffersfromthevolatilityofsalesatitsownrestaurants,butcanrelyonsteadyincomefromfranchisees.Soitshouldsellasmanyunderperformingoutletsaspossible,saysMrPalmer.
J.M.MarkWiltamuth,ananalystatMorganStanley,estimatesthatEuropeancompany-ownedrestaurants’marginswillincreaseslightlyto16.4%in2007.Thisisstilllessthaninthelate1990sandbelowAmerica’s18-19%today.ButitismuchbetterthanbeforeMrHennequin’sreign.HeisalreadybeingtippedasthefirstEuropeancandidateforthegroup’stopjobinIllinois.NobodywouldcallthataMcJob.
NotestoReadingPassage1
1.sterling高質量的
e.g.Hehasmanysterlingqualities.他身上有許多優秀的品質。
2.menial不體面的,乏味的(工作、職業)
3.spruceup打扮整齊、漂亮、裝飾
4.mastermind指揮、謀劃(一個計劃或活動)
e.g.Thepoliceknowwhomastermindedtherobbery.警察知道是誰策劃了那次搶劫。
5.underperform表現不佳表現出低于標準的工作水平、企業出現虧本
Questions1-6
DothefollowingstatementsreflecttheclaimsofthewriterinReadingPassage1?
WriteyouranswerinBoxes1-6onyouranswersheet.
TRUEifthestatementreflectstheclaimsofthewriter
FALSEifthestatementcontradictstheclaimsofthewriter
NOTGIVENifitisimpossibletosaywhatthewriterthinksaboutthis
1.McDonaldwasshowingthesignofrecoveryinallEuropeancountriesexceptFranceafterDenisHennequintookofficeasthebossofEuro-markets.
2.Startingfromlastyear,detailedlabelsareputonMcDonald’spackaginganddetailedinformationisalsoprintedontray-liners.
3.Franceissaidtobethemostanti-AmericancountryinEurope,buttheideasofthe“opendoor”visitingdaysand“McPassport”areinventedintheFrenchmarket.
4.BritainpossessestheweakestMcDonaldmarketamongEuropeancountriesandapproximately1214McDonald’srestaurantsarecompany-owned.
5.AccordingtoDavidPalmer,arestaurantanalystatUBS,DavidHennequinshouldtreattheproblemaboutMcDonaldinBritainasthemostimportantthing.
6.DavidPalmersuggestedthatthemanagementofMcDonalodinItalyshouldsellasmanyitsoutletswhichlosemoneyinbusinessaspossibleforrevival.
Questions7-10
ChoosetheappropriatelettersA-Dandwritetheminboxes7-10onyouranswesheet.
7.Theword“sterling”inline3ofParagraphAmeans__________.
A.difficult
B.menial
C.terrible
D.excellent
8.WhichofthefollowingstatementsontheaccusationofMacDonaldisNOTTRUE?
A.Ittendstomakepeoplefat.
B.Itsoperationsareveryvague.
C.Ittendstoexploitworkers.
D.Ittendstotreatanimalscruelly.
9.WhichofthefollowingmeasurestakenbyDenisHennequinproducedundesiredresult?
A.“FoodStudio”scheme.
B.“OpenDoor”visitordays.
C.The“McPassport”scheme.
D.TheNutritionInformationInitiative.
10.WhatdidDenisHennequindosoastorespondtolocaltrends?
A.setupa“FoodStudio”.
B.establisheda“DesignStudio”.
C.hiredcelebritiesaslocalbrandambassadors.
D.employedlocalbossesasmuchaspossible.
Questions11-14
Completeeachofthefollowingstatements(Questions11-14)withwordsornumbertakenfromReadingPassage1.
WriteNOMORETHANTHREEWORDSforeachanswer.
Writeyouranswersinboxes11-14onyouranswersheet.
11.AfterJanuary2004,McDonaldwasmakingimprovementfollowingaperiodofslumpinAmericaandAustralia,butsalesinEuropewere………………………….
12.BusinessofMcDonaldinFranceandBritainwasparticularlygoodinDecembersincecustomerstookto……………………………..
13.Comparedwithothercountries,FranceisMcDonald’s……………………….nexttoAmerica.
14.…………………….ofMcDonald’srestaurantsinAmericaarecompanied–ownedandthefigureismuchlowerthanthatinBritain.
Roguetheoryofsmellgetsaboost
1.Acontroversialtheoryofhowwesmell,whichclaimsthatourfinesenseofodourdependsonquantummechanics,hasbeengiventhethumbsupbyateamofphysicists.
2.CalculationsbyresearchersatUniversityCollegeLondon(UCL)showthattheideathatwesmellodourmoleculesbysensingtheirmolecularvibrationsmakessenseintermsofthephysicsinvolved.
3.That'sstillsomewayfromprovingthatthetheory,proposedinthemid-1990sbybiophysicistLucaTurin,iscorrect.Butitshouldmakeotherscientiststaketheideamoreseriously.
4."Thisisabigstepforward,"saysTurin,whohasnowsetuphisownperfumecompanyFlexitralinVirginia.Hesaysthatsincehepublishedhistheory,"ithasbeenignoredratherthancriticized."
5.Mostscientistshaveassumedthatoursenseofsmelldependsonreceptorsinthenosedetectingtheshapeofincomingmolecules,whichtriggersasignaltothebrain.Thismolecular'lockandkey'processisthoughttoliebehindawiderangeofthebody'sdetectionsystems:itishowsomepartsoftheimmunesystemrecogniseinvaders,forexample,andhowthetonguerecognizessometastes.
6.ButTurinarguedthatsmelldoesn'tseemtofitthispictureverywell.Moleculesthatlookalmostidenticalcansmellverydifferent—suchasalcohols,whichsmelllikespirits,andthiols,whichsmelllikerotteneggs.Andmoleculeswithverydifferentstructurescansmellsimilar.Moststrikingly,somemoleculescansmelldifferent—toanimals,ifnotnecessarilytohumans—simplybecausetheycontaindifferentisotopes(atomsthatarechemicallyidenticalbuthaveadifferentmass).
7.Turin'sexplanationforthesesmellyfactsinvokestheideathatthesmellsignalinolfactoryreceptorproteinsistriggerednotbyanodourmolecule'sshape,butbyitsvibrations,whichcanenourageanelectrontojumpbetweentwopartsofthereceptorinaquantum-mechanicalprocesscalledtunnelling.Thiselectronmovementcouldinitiatethesmellsignalbeingsenttothebrain.
8.Thiswouldexplainwhyisotopescansmelldifferent:theirvibrationfrequenciesarechangediftheatomsareheavier.Turin'smechanism,saysMarshallStonehamoftheUCLteam,ismorelikeswipe-cardidentificationthanakeyfittingalock.
9.Vibration-assistedelectrontunnellingcanundoubtedlyoccur—itisusedinanexperimentaltechniqueformeasuringmolecularvibrations."Thequestioniswhetherthisispossibleinthenose,"saysStoneham'scolleague,AndrewHorsfield.
10.StonehamsaysthatwhenhefirstheardaboutTurin'sidea,whileTurinwashimselfbasedatUCL,"Ididn'tbelieveit".But,headds,"becauseitwasaninterestingidea,IthoughtIshouldproveitcouldn'twork.Ididsomesimplecalculations,andonlythenbegantofeelLucacouldberight."NowStonehamandhisco-workershavedonethejobmorethoroughly,inapapersoontobepublishedinPhysicalReviewLetters.
11.TheUCLteamcalculatedtheratesofelectronhoppinginanosereceptorthathasanodorantmoleculeboundtoit.Thisratedependsonvariouspropertiesofthebiomolecularsystemthatarenotknown,buttheresearcherscouldestimatetheseparametersbasedontypicalvaluesformoleculesofthissort.
12.Thekeyissueiswhetherthehoppingratewiththeodorantinplaceissignificantlygreaterthanthatwithoutit.Thecalculationsshowthatitis—whichmeansthatodouridentificationinthiswayseemstheoreticallypossible.
13.ButHorsfieldstressesthatthat'sdifferentfromaproofofTurin'sidea."Sofarthingslookplausible,butweneedproperexperimentalverification.We'rebeginningtothinkaboutwhatexperimentscouldbeperformed."
14.Meanwhile,Turinispressingaheadwithhishypothesis."AtFlexitralwehavebeendesigningodorantsexclusivelyonthebasisoftheircomputedvibrations,"hesays."Oursuccessrateatodorantdiscoveryistwoordersofmagnitudebetterthanthecompetition."Attheveryleast,heisputtinghismoneywherehisnoseis.
Questions5-9
Completethesentencesbelowwithwordsfromthepassage.UseNOMORETHANTHREEWORDSforeachanswer.
5.Thehypothesisthatwesmellbysensingthemolecularvibrationwasmadeby______.
6.Turin'scompanyisbasedin______.
7.Mostscientistsbelievedthatournoseworksinthesamewayasour______.
8.Differentisotopescansmelldifferentwhen______weighdifferently.
9.AccordingtoAudrewHorsfield,itisstilltobeprovedthat______couldreallyoccurinhumannose.
