1. A Reading Passage Read the following passage carefully. Every company strives to be as prosperous as possible and to maximize its profits. However, most businesses eventually reach a plateau, whereupon their ability to improve upon their success becomes elusive. When this happens to companies, there are several ways they can adjust in order to continue growing and to make themselves more successful. One method large numbers of firms rely upon is to tweak their existing products to create similar, but new, items. For example, companies that produce household cleaning products may affix labels to them announcing their "new and improved" formulas. They are essentially selling the same products but with slightly different contents. Convinced that the products they like have been made even better, existing customers often buy more of these items while new customers may be induced to start buying them as well. Selling ancillary products connected to a main product is another method frequently guaranteed to increase sales and profits. The automobile industry has been doing this for years. While they make the bulk of their money from car sales, by selling accessories for vehicles, companies can further increase their revenues. Computer companies act in a similar manner as they sell various add-ons that can make computers more powerful or provide them with greater functionality. Some companies simply branch out from their core products and start selling other completely unrelated ones. While this is a challenging venture, successful companies can elevate their sales to much higher levels. Sony, a Japanese company, has followed this method to perfection. It began as a transistor radio producer but, over time, shifted to producing other electronic products such as televisions and video game consoles. Later, it entered the music and moviemaking businesses. Its innovating has helped make it one of the world's most successful companies. Outlining Write an outline of the reading passage in the space provided. Main Point ________________________________________________ ___________________________________________________________ Argument 1 ________________________________________________ ___________________________________________________________ Argument 2 ________________________________________________ ___________________________________________________________ Argument 3 ________________________________________________ ___________________________________________________________ Paraphrasing Exercises Read the following sentences. Then, paraphrase them. Be sure to include the key information in each sentence. 1 Convinced that the products they like have been made even better, existing customers often buy more of these items while new customers may be induced to start buying them as well. →________________________________________________ __________________________________________________ 2 Computer companies act in a similar manner as they sell various add-ons that can make computers more powerful or provide them with greater functionality. →________________________________________________ __________________________________________________ 3 Some companies simply branch out from their core products and start selling other completely unrelated ones. →________________________________________________ __________________________________________________
Outlining Main Point: are several ways for companies to grow more and to be more successful Argument 1: tweak existing products -can create similar but new products→household cleaning products -existing consumers buy more+get new consumers Argument 2: sell ancillary products -are related to main product -car companies→sell vehicle accessories -computer companies→sell add-ons Argument 3: branch out from core products to sell unrelated ones -can elevate sales -Sony→has sold many different types of products→ innovates Paraphrasing Exercises 1 Current customers will buy the products since they think they are better, and new customers will buy them, too. 2 Computer companies sell add-ons to improve the quality of their computers. 3 Some companies start selling products other than their core ones.
2. B Listening Lecture Now listen to part of a lecture on the topic you just read about.
Note-Taking Main Point _______________________________________________ __________________________________________________________ Argument 1 _______________________________________________ __________________________________________________________ Argument 2 _______________________________________________ __________________________________________________________ Argument 3 _______________________________________________ __________________________________________________________ Paraphrasing Exercises Read the following sentences. Then, paraphrase them. Be sure to include the key information in each sentence. 1 It didn't take long for the company to recognize the mistake it had made and to start selling Coke with the original recipe again. →________________________________________________ __________________________________________________ 2 By the time I left, I was so mad that I had decided never to return to that store again. →________________________________________________ __________________________________________________ 3 The companies have to spend vast fortunes on research and development, production, and marketing, but people don't associate them with the new products, so customers don't purchase them. →________________________________________________ __________________________________________________
Note-Taking Main Point: isn't easy for companies to innovate Argument 1: customers often don't like change -Coca-Cola changed to New Coke in 1980s→failed -people hated taste→sales dropped→company began selling original Coke Argument 2: salespeople can aggravate customers -keep asking to buy add-ons -visited store to buy phone→salesperson was annoying→ decided never to go back to store again Argument 3: can fail when enter new markets -highly risky→must spend lots of $ on R&D, production, and marketing -customers don't buy→companies go bankrupt Paraphrasing Exercises 1 The company quickly admitted its mistakes and began selling original Coke. 2 I got so upset that I decided never to visit that store again. 3 Companies spend lots of money on the new products, but people don't buy them since they don't associate the companies with them.
[听力原文] Now listen to part of a lecture on the topic you just read about. M Professor: Companies are always looking for ways to increase their revenues and profits. Most people just say that companies need to innovate to come up with new products. But, well, it isn't as easy at that... Marketing experts often advise companies to change their products a bit to make them newer and better. But guess what...Lots of customers don't like change but instead prefer the original products. I remember back in the 1980s when Coca-Cola changed the formula for Coke. New Coke was an absolute failure. People hated the way it tasted, and sales dropped dramatically. It didn't take long for the company to recognize the mistake it had made and to start selling Coke with the original recipe again. Now, uh, another thing companies do is try to convince their customers to purchase add-ons. Sure, this can increase sales, but it really irritates customers, especially when salespeople employ aggressive tactics. Just the other day, my mobile phone broke, so I visited a store to purchase a new one. All I wanted was a phone, but the salesperson kept trying to convince me to buy accessories, uh, such as a recharger and a case, for it. By the time I left, I was so mad that I had decided never to return to that store again. Yet another idea that often ends in failure is when companies enter entirely new markets. You might see an appliance maker start selling clothes or a computer manufacturer enter the automobile market. Doing that is highly risky. Why...? Well, the companies have to spend vast fortunes on research and development, production, and marketing, but people don't associate them with the new products, so customers don't purchase them. To be honest, entering a new market is a great way for a company to bankrupt itself.
3. C Combining the Main Points Read the following sentences from the reading passage and listening lecture. Then, combine each pair of sentences by using the given patterns. 1 Reading One method large numbers of firms rely upon is to tweak their existing products to create similar, but new, items. For example, companies that produce household cleaning products may affix labels to them announcing their "new and improved" formulas. Listening I remember back in the 1980s when Coca-Cola changed the formula for Coke. New Coke was an absolute failure. People hated the way it tasted, and sales dropped dramatically. It didn't take long for the company to recognize the mistake it had made and to start selling Coke with the original recipe again. →By noting that __________________________________________, the professor casts doubt on the notion in the reading passage that ____________________________________. 2 Reading Selling ancillary products connected to a main product is another method frequently guaranteed to increase sales and profits. Listening All I wanted was a phone, but the salesperson kept trying to convince me to buy accessories, such as a recharger and a case, for it. By the time I left, I was so mad that I had decided never to return to that store. →The author of the reading passage claims that ______________________________, but the professor argues that ____________________________________. 3 Reading Some companies simply branch out from their core products and start selling other completely unrelated ones. While this is a challenging venture, successful companies can elevate their sales to much higher levels. Sony, a Japanese company, has followed this method to perfection. Listening Well, the companies have to spend vast fortunes on research and development, production, and marketing, but people don't associate them with the new products, so customers don't purchase them. To be honest, entering a new market is a great way for a company to bankrupt itself. →The author of the reading passage cites ______________________________. However, the professor points out that ______________________________. ________________________.
1 By noting that this change failed and that the company started making Coke with the original formula a again, the professor casts doubt on the notion in the reading passage that using "new and improved" formulas can improve a company's sales. 2 The author of the reading passage claims that some companies are very effective at getting customers to buy extra items, but the professor argues that the salespeople can be so bothersome that customers may stop visiting their stores. 3 The author of the reading passage cites Sony as an example of a company that has successfully done this. However, the professor points out that entering new markets is expensive and frequently results in companies going bankrupt.
4. D Completing the Essay Complete the following sample essay. Use the phrases to help you write your essay. Both the lecture and the reading passage focus ______________________________. While the author of the reading passage ______________________________, the professor explains ______________________________. The professor first examines ________________________________________________. By noting that ______________________________, he casts doubt on the notion in the reading passage that ____________________________________. The professor also discusses ________________________. The author of the reading passage claims that ______________________________, but the professor argues that ______________________________. Finally, both the professor and the reading passage mention that __________________________________________. The author of the reading passage cites ____________________________________. However, the professor points out that ____________________________________.
Sample Essay Both the lecture and the reading passage focus on methods by companies to improve their profits. While the author of the reading passage supports some of the ways companies try to become more successful, the professor explains how these methods can fail. The professor first examines what can happen when companies alter their original products and create new ones. He talks about how Coca-Cola changed the formula for Coke in the 1980s. By noting that this change failed and that the company started making Coke with the original formula again, he casts doubt on the notion in the reading passage that using "new and improved" formulas can improve a company's sales. The professor also discusses how companies attempt to get customers to purchase add-ons to their products. The author of the reading passage claims that some companies are very effective at getting customers to buy extra items, but the professor argues that the salespeople can be so bothersome that customers may stop visiting their stores. Finally, both the professor and the reading passage mention that some companies sell items unrelated to their core products. The author of the reading passage cites Sony as an example of a company that has successfully done this. However, the professor points out that entering new markets is expensive and frequently results in companies going bankrupt.
问答题1.A Reading Passage Read the following passage carefully. Every company strives to be as prosperous as possible and to maximize its profits. However, most businesses eventually reach a plateau, whereupon their ability to improve upon their success becomes elusive. When this happens to companies, there are several ways they can adjust in order to continue growing and to make themselves more successful. One method large numbers of firms rely upon is to tweak their existing products to create similar, but new, items. For example, companies that produce household cleaning products may affix labels to them announcing their "new and improved" formulas. They are essentially selling the same products but with slightly different contents. Convinced that the products they like have been made even better, existing customers often buy more of these items while new customers may be induced to start buying them as well. Selling ancillary products connected to a main product is another method frequently guaranteed to increase sales and profits. The automobile industry has been doing this for years. While they make the bulk of their money from car sales, by selling accessories for vehicles, companies can further increase their revenues. Computer companies act in a similar manner as they sell various add-ons that can make computers more powerful or provide them with greater functionality. Some companies simply branch out from their core products and start selling other completely unrelated ones. While this is a challenging venture, successful companies can elevate their sales to much higher levels. Sony, a Japanese company, has followed this method to perfection. It began as a transistor radio producer but, over time, shifted to producing other electronic products such as televisions and video game consoles. Later, it entered the music and moviemaking businesses. Its innovating has helped make it one of the world's most successful companies. Outlining Write an outline of the reading passage in the space provided. Main Point ________________________________________________ ___________________________________________________________ Argument 1 ________________________________________________ ___________________________________________________________ Argument 2 ________________________________________________ ___________________________________________________________ Argument 3 ________________________________________________ ___________________________________________________________ Paraphrasing Exercises Read the following sentences. Then, paraphrase them. Be sure to include the key information in each sentence. 1 Convinced that the products they like have been made even better, existing customers often buy more of these items while new customers may be induced to start buying them as well. →________________________________________________ __________________________________________________ 2 Computer companies act in a similar manner as they sell various add-ons that can make computers more powerful or provide them with greater functionality. →________________________________________________ __________________________________________________ 3 Some companies simply branch out from their core products and start selling other completely unrelated ones. →________________________________________________ __________________________________________________
【正确答案】Outlining Main Point: are several ways for companies to grow more and to be more successful Argument 1: tweak existing products -can create similar but new products→household cleaning products -existing consumers buy more+get new consumers Argument 2: sell ancillary products -are related to main product -car companies→sell vehicle accessories -computer companies→sell add-ons Argument 3: branch out from core products to sell unrelated ones -can elevate sales -Sony→has sold many different types of products→ innovates Paraphrasing Exercises 1 Current customers will buy the products since they think they are better, and new customers will buy them, too. 2 Computer companies sell add-ons to improve the quality of their computers. 3 Some companies start selling products other than their core ones.
【答案解析】
问答题2.B Listening Lecture Now listen to part of a lecture on the topic you just read about.
Note-Taking Main Point _______________________________________________ __________________________________________________________ Argument 1 _______________________________________________ __________________________________________________________ Argument 2 _______________________________________________ __________________________________________________________ Argument 3 _______________________________________________ __________________________________________________________ Paraphrasing Exercises Read the following sentences. Then, paraphrase them. Be sure to include the key information in each sentence. 1 It didn't take long for the company to recognize the mistake it had made and to start selling Coke with the original recipe again. →________________________________________________ __________________________________________________ 2 By the time I left, I was so mad that I had decided never to return to that store again. →________________________________________________ __________________________________________________ 3 The companies have to spend vast fortunes on research and development, production, and marketing, but people don't associate them with the new products, so customers don't purchase them. →________________________________________________ __________________________________________________
【正确答案】Note-Taking Main Point: isn't easy for companies to innovate Argument 1: customers often don't like change -Coca-Cola changed to New Coke in 1980s→failed -people hated taste→sales dropped→company began selling original Coke Argument 2: salespeople can aggravate customers -keep asking to buy add-ons -visited store to buy phone→salesperson was annoying→ decided never to go back to store again Argument 3: can fail when enter new markets -highly risky→must spend lots of $ on R&D, production, and marketing -customers don't buy→companies go bankrupt Paraphrasing Exercises 1 The company quickly admitted its mistakes and began selling original Coke. 2 I got so upset that I decided never to visit that store again. 3 Companies spend lots of money on the new products, but people don't buy them since they don't associate the companies with them.
【答案解析】 [听力原文] Now listen to part of a lecture on the topic you just read about. M Professor: Companies are always looking for ways to increase their revenues and profits. Most people just say that companies need to innovate to come up with new products. But, well, it isn't as easy at that... Marketing experts often advise companies to change their products a bit to make them newer and better. But guess what...Lots of customers don't like change but instead prefer the original products. I remember back in the 1980s when Coca-Cola changed the formula for Coke. New Coke was an absolute failure. People hated the way it tasted, and sales dropped dramatically. It didn't take long for the company to recognize the mistake it had made and to start selling Coke with the original recipe again. Now, uh, another thing companies do is try to convince their customers to purchase add-ons. Sure, this can increase sales, but it really irritates customers, especially when salespeople employ aggressive tactics. Just the other day, my mobile phone broke, so I visited a store to purchase a new one. All I wanted was a phone, but the salesperson kept trying to convince me to buy accessories, uh, such as a recharger and a case, for it. By the time I left, I was so mad that I had decided never to return to that store again. Yet another idea that often ends in failure is when companies enter entirely new markets. You might see an appliance maker start selling clothes or a computer manufacturer enter the automobile market. Doing that is highly risky. Why...? Well, the companies have to spend vast fortunes on research and development, production, and marketing, but people don't associate them with the new products, so customers don't purchase them. To be honest, entering a new market is a great way for a company to bankrupt itself.
问答题3.C Combining the Main Points Read the following sentences from the reading passage and listening lecture. Then, combine each pair of sentences by using the given patterns. 1 Reading One method large numbers of firms rely upon is to tweak their existing products to create similar, but new, items. For example, companies that produce household cleaning products may affix labels to them announcing their "new and improved" formulas. Listening I remember back in the 1980s when Coca-Cola changed the formula for Coke. New Coke was an absolute failure. People hated the way it tasted, and sales dropped dramatically. It didn't take long for the company to recognize the mistake it had made and to start selling Coke with the original recipe again. →By noting that __________________________________________, the professor casts doubt on the notion in the reading passage that ____________________________________. 2 Reading Selling ancillary products connected to a main product is another method frequently guaranteed to increase sales and profits. Listening All I wanted was a phone, but the salesperson kept trying to convince me to buy accessories, such as a recharger and a case, for it. By the time I left, I was so mad that I had decided never to return to that store. →The author of the reading passage claims that ______________________________, but the professor argues that ____________________________________. 3 Reading Some companies simply branch out from their core products and start selling other completely unrelated ones. While this is a challenging venture, successful companies can elevate their sales to much higher levels. Sony, a Japanese company, has followed this method to perfection. Listening Well, the companies have to spend vast fortunes on research and development, production, and marketing, but people don't associate them with the new products, so customers don't purchase them. To be honest, entering a new market is a great way for a company to bankrupt itself. →The author of the reading passage cites ______________________________. However, the professor points out that ______________________________. ________________________.
【正确答案】1 By noting that this change failed and that the company started making Coke with the original formula a again, the professor casts doubt on the notion in the reading passage that using "new and improved" formulas can improve a company's sales. 2 The author of the reading passage claims that some companies are very effective at getting customers to buy extra items, but the professor argues that the salespeople can be so bothersome that customers may stop visiting their stores. 3 The author of the reading passage cites Sony as an example of a company that has successfully done this. However, the professor points out that entering new markets is expensive and frequently results in companies going bankrupt.
【答案解析】
问答题4.D Completing the Essay Complete the following sample essay. Use the phrases to help you write your essay. Both the lecture and the reading passage focus ______________________________. While the author of the reading passage ______________________________, the professor explains ______________________________. The professor first examines ________________________________________________. By noting that ______________________________, he casts doubt on the notion in the reading passage that ____________________________________. The professor also discusses ________________________. The author of the reading passage claims that ______________________________, but the professor argues that ______________________________. Finally, both the professor and the reading passage mention that __________________________________________. The author of the reading passage cites ____________________________________. However, the professor points out that ____________________________________.
【正确答案】Sample Essay Both the lecture and the reading passage focus on methods by companies to improve their profits. While the author of the reading passage supports some of the ways companies try to become more successful, the professor explains how these methods can fail. The professor first examines what can happen when companies alter their original products and create new ones. He talks about how Coca-Cola changed the formula for Coke in the 1980s. By noting that this change failed and that the company started making Coke with the original formula again, he casts doubt on the notion in the reading passage that using "new and improved" formulas can improve a company's sales. The professor also discusses how companies attempt to get customers to purchase add-ons to their products. The author of the reading passage claims that some companies are very effective at getting customers to buy extra items, but the professor argues that the salespeople can be so bothersome that customers may stop visiting their stores. Finally, both the professor and the reading passage mention that some companies sell items unrelated to their core products. The author of the reading passage cites Sony as an example of a company that has successfully done this. However, the professor points out that entering new markets is expensive and frequently results in companies going bankrupt.