1、考研英语（阅读）-试卷 75 及答案解析(总分：60.00，做题时间：90 分钟)一、Reading Comprehensio(总题数：6，分数：60.00)1.Section II Reading Comprehension（分数：10.00）_2.Part ADirections: Read the following four texts. Answer the questions below each text by choosing A, B, C or D.（分数：10.00）_An old saying has it that half of all advertising bu
2、dgets are wastedthe trouble is, no one knows which half. In the internet age, at least in theory, this fraction can be much reduced. By watching what people search for, click on and say online, companies can aim “behavioral“ ads at those most likely to buy. In the past couple of weeks a quarrel has
3、illustrated the value to advertisers of such fin e-grained information: should advertisers assume that people are happy to be tracked and sent behavioral ads? Or should they have explicit permission? In December 2010 America“s Federal Trade Commission (FTC) proposed adding a “do not track“(DNT) opti
4、on to internet browsers, so that users could tell advertisers that they did not want to be followed. Microsoft“s Internet Explorer and Apple“s Safari both offer DNT; Google“s Chrome is due to do so this year. In February the FTC and Digital Advertising Alliance (DAA) agreed that the industry would g
5、et cracking on responding to DNT requests. On May 31st Microsoft set off the row: It said that Internet Explorer 10, the version due to appear in Windows 8, would have DNT as a default. Advertisers are horrified. Human nature being what it is, most people stick with default settings. Few switch DNT
6、on now, but if tracking is off it will stay off. Bob Liodice, the chief executive of the Association of National Advertisers, one of the groups in the DAA, says consumers will be worse off if the industry cannot collect information about their preferences. “People will not get fewer ads,“ he says. “
7、They“ll get less meaningful, less targeted ads.“ It is not yet clear how advertisers will respond. Getting a DNT signal does not oblige anyone to stop tracking, although some companies have promised to do so. Unable to tell whether someone really objects to behavioral ads or whether they are stickin
8、g with Microsoft“s default, some may ignore a DNT signal and press on anyway. Also unclear is why Microsoft has gone it alone. After all, it has an ad business too, which it says will comply with DNT requests, though it is still working out how. If it is trying to upset Google, which relies almost w
9、holly on advertising, it has chosen an indirect method: there is no guarantee that DNT by default will become the norm. DNT does not seem an obviously huge selling point for Windows 8though the firm has compared some of its other products favorably with Google“s on that count before. Brendon Lynch,
10、Microsoft“s chief privacy officer, blogged: “we believe consumers should have more control.“ Could it really be that simple?（分数：10.00）(1).It is suggested in Paragraph 1 that “behavioral“ ads help advertisers to（分数：2.00）A.ease competition among themselves.B.lower their operational costs.C.avoid compl
11、aints from consumers.D.provide better online services.(2).“The industry“ (Para. 3) refers to（分数：2.00）A.online advertisers.B.e-commerce conductors.C.digital information analysis.D.internet browser developers.(3).Bob Liodice holds that setting DNT as a default（分数：2.00）A.many cut the number of junk ads
12、.B.fails to affect the ad industry.C.will not benefit consumers.D.goes against human nature.(4).Which of the following is true according to Paragraph 6?（分数：2.00）A.DNT may not serve its intended purpose.B.Advertisers are willing to implement DNT.C.DNT is losing its popularity among consumers.D.Advert
13、isers are obliged to offer behavioral ads.(5).The author“s attitude towards what Brendon Lynch said in his blog is one of（分数：2.00）A.indulgence.B.understanding.C.appreciation.D.skepticism.Bankers have been blaming themselves for their troubles in public. Behind the scenes, they have been taking aim a
14、t someone else: the accounting standard-setters. Their rules, moan the banks, have forced them to report enormous losses, and it“s just not fair. These rules say they must value some assets at the price a third party would pay, not the price managers and regulators would like them to fetch. Unfortun
15、ately, banks“ lobbying now seems to be working. The details may be unknowable, but the independence of standard-setters, essential to the proper functioning of capital markets, is being compromised. And, unless banks carry toxic assets at prices that attract buyers, reviving the banking system will
16、be difficult. After a bruising encounter with Congress, America“s Financial Accounting Standards Board (FASB) rushed through rule changes. These gave banks more freedom to use models to value illiquid assets and more flexibility in recognizing losses on long-term assets in their income statement. Bo
17、b Herz, the FASB“s chairman, cried out against those who “question our motives.“ Yet bank shares rose and the changes enhance what one lobby group politely calls “the use of judgment by management.“ European ministers instantly demanded that the International Accounting Standards Board (IASB) do lik
18、ewise. The IASB says it does not want to act without overall planning, but the pressure to fold when it completes its reconstruction of rules later this year is strong. Charlie McCreevy, a European commissioner, warned the IASB that it did “not live in a political vacuum“ but “in the real world“ and
19、 that Europe could yet develop different rules. It was banks that were on the wrong planet, with accounts that vastly overvalued assets. Today they argue that market prices overstate losses, because they largely reflect the temporary illiquidity of markets, not the likely extent of bad debts. The tr
20、uth will not be known for years. But bank“s shares trade below their book value, suggesting that investors are skeptical. And dead markets partly reflect the paralysis of banks which will not sell assets for fear of booking losses, yet are reluctant to buy all those supposed bargains. To get the sys
21、tem working again, losses must be recognized and dealt with. America“s new plan to buy up toxic assets will not work unless banks mark assets to levels which buyers find attractive. Successful markets require independent and even combative standard-setters. The FASB and IASB have been exactly that,
22、cleaning up rules on stock options and pensions, for example, against hostility from special interests. But by giving in to critics now they are inviting pressure to make more concessions.（分数：10.00）(1).Bankers complained that they were forced to（分数：2.00）A.follow unfavorable asset evaluation rules.B.
23、collect payments from third parties.C.cooperate with the price managers.D.reevaluate some of their assets.(2).According to the author, the rule changes of the FASB may result in（分数：2.00）A.the diminishing role of management.B.the revival of the banking system.C.the banks“ long-term asset losses.D.the
24、 weakening of its independence.(3).According to Paragraph 4, McCreevy objects to the IASB“ s attempt to（分数：2.00）A.keep away from political influences.B.evade the pressure from their peers.C.act on their own in rule-setting.D.take gradual measures in reform.(4).The author thinks the banks were “on th
25、e wrong planet“ in that they（分数：2.00）A.misinterpreted market price indicators.B.exaggerated the real value of their assets.C.neglected the likely existence of bad debts.D.denied booking losses in their sale of assets.(5).The author“s attitude towards standard-setters is one of（分数：2.00）A.satisfaction
26、.B.skepticism.C.objectiveness.D.sympathy.Next month Britons will have yet more smartphones to choose from, when devices from Wiko, a two-year-old French company, go on sale. Wiko hopes that its phones, which in France start at around 70 Euros, will be as popular across Britain as at home. In 2013 ne
27、arly 7% of French first-time smartphone-buyers chose a Wiko. In early 2014 the firm claims to have been the second-biggest vendor in France. Wiko is not alone. In both rich countries and poor ones, cheaper smartphone brands are making inroads . Demand for costly phones, mainly in developed economies
28、, is slowing, but that for less expensive devices is booming. People who will buy their first smartphones today perhaps care less about the brand and more about price than the richer, keener types of a few years ago. They are likely to pay less for a nice new smartphone than they did for their shabb
29、y old phone, because the cost of making smartphones has decreased. The declining cost of making phones means that buyers are getting more for their money. Two years ago the median price of a smartphone was $325. Last year it was $250. This year it may be $200. The cheapest phones will become cheaper
30、 still. All this is great for smartphone-buyers everywhere. It is less good news for the market leaders, Apple and Samsungthe only vendors making much money. Apple may evade being influenced by its operating system and apparently exceptional brand, although it has lately been selling cheaper i Phone
31、s. Samsung, which dominates the market for phones running on Google“ s Android operating system, may be more vulnerable. Granted, Samsung makes cheaper devices as well as dearer ones, and it can afford some slimming of its margins. But its problem, Mr. Jeronimo, a researcher from Internet Data Cente
32、r, says, is that it carries lots of costs, in research and development and in marketing, that cheaper rivals do not. Samsung is doubtless wise to this. Hence its attempt to push beyond the smartphone, into smart watches and wristbands, connected domestic appliances and the business market. The weath
33、er of Mobile-phone brands is variable: ask Ericsson, HTC, Motorola and Nokiathe previous successful brands. Samsung has spent buckets of gold building its name. It will not want to be replaced by the Wikos of the world.（分数：10.00）(1).From the first paragraph, we learn that（分数：2.00）A.Wiko has dominate
34、d the smartphone market in Britain.B.Wiko produces low-end smartphones.C.Wiko plans to cooperate with local smartphone manufactures in Britain.D.Britons show their passion for Wiko.(2).What does the phrase “making inroads“ (Para. 2) probably mean?（分数：2.00）A.Declining.B.Facing challenges.C.Flourishin
35、g.D.Going bankruptcy.(3).What makes Apple avoid being affected by cheaper smartphones?（分数：2.00）A.Apple has developed more cheaper smartphones than other brands.B.American government will take measures to finance Apple.C.Consumers love Apple more than any other smartphone brands.D.Apple owns the sole
36、 operation system and reputable brand.(4).Facing cheaper brands, Samsung feels worried because it（分数：2.00）A.has lost its market share of cheaper smartphones.B.has no cheaper smartphones.C.has to invest more in research and marketing.D.has to cooperate with other brands to develop cheaper smartphones
37、.(5).What can we infer from the last paragraph?（分数：2.00）A.HTC, Motorola and Nokia have made a great success in cheaper smartphones.B.Samsung will take measures to meet the challenge from cheaper brands.C.Samsung has mainly turned to smart watches and wristbands.D.Cheaper smartphones will soon lose t
38、he present successful market.Ruth Simmons joined Goldman Sachs“s board as an outside director in January 2000; a year later she became president of Brown University. For the rest of the decade she apparently managed both roles without attracting much criticism. But by the end of 2009 Ms. Simmons was
39、 under fire for having sat on Goldman“s compensation committee; how could she have let those enormous bonus payouts pass unremarked? By February the next year Ms. Simmons had left the board. The position was just taking up too much time, she said. Outside directors are supposed to serve as helpful,
40、yet less biased, advisers on a firm“s board. Having made their wealth and their reputations elsewhere, they presumably have enough independence to disagree with the chief executive“s proposals. If the sky, and the share price, is falling, outside directors should be able to give advice based on havi
41、ng weathered their own crises. The researchers from Ohio University used a database that covered more than 10,000 firms and more than 64,000 different directors between 1989 and 2004. Then they simply checked which directors stayed from one proxy statement to the next. The most likely reason for dep
42、arting a board was age, so the researchers concentrated on those “surprise“ disappearances by directors under the age of 70. They found that after a surprise departure, the probability that the company will subsequently have to restate earnings increases by nearly 20%. The likelihood of being named
43、in a federal class-action lawsuit also increases, and the stock is likely to perform worse. The effect tended to be larger for larger firms. Although a correlation between them leaving and subsequent bad performance at the firm is suggestive, it does not mean that such directors are always jumping o
44、ff a sinking ship. Often they “trade up“, leaving riskier, smaller firms for larger and more stable firms. But the researchers believe that outside directors have an easier time of avoiding a blow to their reputations if they leave a firm before bad news breaks, even if a review of history shows the
45、y were on the board at the time any wrongdoing occurred. Firms who want to keep their outside directors through tough times may have to create incentives. Otherwise outside directors will follow the example of Ms. Simmons, once again very popular on campus.（分数：10.00）(1).According to Paragraph 1, Ms.
46、 Simmons was criticized for（分数：2.00）A.gaining excessive profits.B.failing to fulfill her duty.C.refusing to make compromises.D.leaving the board in tough times.(2).We learn from Paragraph 2 that outside directors are supposed to be（分数：2.00）A.generous investors.B.unbiased executives.C.share price for
47、ecasters.D.independent advisers.(3).According to the researchers from Ohio University, after an outside director“s surprise departure, the firm is likely to（分数：2.00）A.become more stable.B.report increased earnings.C.do less well in the stock market.D.perform worse in lawsuits.(4).It can be inferred
48、from the last paragraph that outside directors（分数：2.00）A.may stay for the attractive offers from the firm.B.have often had records of wrongdoings in the firm.C.are accustomed to stress-free work in the firm.D.will decline incentives from the firm.(5).The author“s attitude toward the role of outside
49、directors is（分数：2.00）A.permissive.B.positive.C.scornful.D.critical.考研英语（阅读）-试卷 75 答案解析(总分：60.00，做题时间：90 分钟)一、Reading Comprehensio(总题数：6，分数：60.00)1.Section II Reading Comprehension（分数：10.00）_解析：2.Part ADirections: Read the following four texts. Answer the questions below each text by choosing A, B, C or D.（分数：10.00）_
