1、大学六级-111 及答案解析(总分：555.50，做题时间：90 分钟)一、BPart Writing(总题数：1，分数：106.00)1. 1简要分析图表 2分析观众喜欢看体育节目的原因 BWhy Do the Viewers Like Watching Sport Programs?/B （分数：106.00）_二、BPart Reading (总题数：1，分数：10.00)BThe History of Coca-Cola/BToday, the companys trademark is world-famous and its products average a staggerin
2、g 400 million servings per day in more than 155 countries. Its a far cry from the humble beginnings of a hundred years ago when sales during the first year averaged a mere 13 drinks per day, and company profits totaled a paltry( 微不足道的) 35.The product is Coca-Cola and, according to legend, it began i
3、n a three-legged kettle in the back yard of Atlanta pharmacist Dr. John Styth Pemberton who carried a jug of his concoction(调和物)down the street to Jacobs pharmacy where it was sold at the soda fountain for 5 cents a glass. Frank Robinson, Pembertons partner and bookkeeper thought two “Cs“ would look
4、 good in advertising and penned “Coca-Cola“ in the flowering script so famous today.It is significant that Pemberton spent almost twice as much money on advertising during the first years of operation as he made in profits, for the growth of Cokes popularity is as much due to the advertising and mar
5、keting strategy as it is to the quality of its product. The Coca-Cola Co. has been guided by the words of its former president, Robert Woodruff, who said that “advertising must move with the times.“ By continually monitoring changes in consumer attitudes and behavior, the Coca-Cola Co. has become a
6、widely recognized leader in advertising.Pemberton could not foresee the great future awaiting his soft drink and sold out. After a succession of owner-ship changes over a three-year period, Asa Briggs Candler bought the business and organized the Coca-Cola Co. into a Georgia corporation. In 1893, be
7、 registered Coca-Cola as a trademark.Under Candlers leadership, the company began to grow quickly. In order to instigate(鼓动) a demand for the product, he spent heavily on advertising. Signs dotted the landscape from coast to coast and appeared on calendars, serving trays and other merchandizing item
8、s, urging people to drink Coke. Candlers campaign paid off.By 1898, Americans were buying Coke everywhere in the United States as well as in Hawaii, Canada and Mexico.Candler was a creative fellow at advertising, but showed little imagination in understanding the potential. Cokes sold throughout mos
9、t of the United States for $1, which he never bothered to collect. Candler saw Coke primarily as a soda-fountain drink. But two farsighted businessmen from Chattanooga, Term, Benjamin Franklin Thomas and Joseph Brown Whitehead, understood the potential, and, for the unpaid dollar, bought a franchise
10、 (特许权，经销权) that became worth millions.Their agreement with Candler began the franchising bottling sy.stem that still remains the foundation of the Coca-Cola Co.s soft drink operations. Thomas and Whitehead sold the rights to bottle Coke to franchisers in every part of the country in return for the b
11、ottlers agreement to invest in the necessary resources and effort to make the franchise a success. During the following decade, 179 bottling plants went into operation.In the early 20th century, Coke blazed(开壁道路) the advertising trail, developing innovative concepts that became accepted practices in
12、 the field. One of the most effective was the distribution and redemption of complimentary tickets, entitling the holder to a glass of Coke free at the soda fountain of a dispenser.In 1909, the company flew a dirigible(飞船) over Washington, D.C., with a huge Coke sign on the side of it, a foreshadowi
13、ng of aerial advertising. Coke also originated one of the nations earliest animated signs. Standing 32 feet high and located along the Pennsylvania railroad line between Philadelphia and New York, it showed a young man drawing a glass of Coke from one of the crockery urns(陶罐) then used to dispense t
14、he beverage.The bills for Cokes advertising campaign mounted. In 1893, the total stood at $12,395. It passed the $100,000 mark in 1900, and by 1912, it had skyrocketed to over 1 million, only to double eight years later.Early in its history, the company recognized the need for a distinctive package
15、in which to sell its product. In 1915, Alexander Samuelson, a Swedish glassblower who had emigrated to Terre haute, Ind., designed the famous six-and-one-half-ounce bottle. The new packaging helped to make Coke internationally known. By 1928, the com puny was selling more Coke in bottles than at sod
16、a fountains. Coke sold in the original bottle or in glasses at fountains until 1955, but since then, it has been available in larger glass or plastic bottles and in cans.In 1919, three years after Asa Candler stepped down as president, Coca-Cola experienced a momentous change. The Candler family dec
17、ided to sell the Coca-Cola Co. to a group headed by Georgia financier Ernest Woodruff for25 million. At the time, it was the Souths largest financial transaction. Woodruff spent a brief spell as president, then chose his 23-year-old son Robert to take over.Under Woodruffs guidance, Coke launched a c
18、ampaign to encourage and assist fountain outlets in serving and aggressively selling Coca-Cola. He also cast an eye overseas and became convinced the entire world had tremendous market potential for the company. In 1926, Woodruff organized and initiated a concerted overseas advertising and marketing
19、 campaign.When Robert Woodruff took over, the company had fewer than 12 plants bottling Coke overseas. The numbers grew slowly until World War 11 when Gen. Dwight. D. Eisenhower gave his famous order “to see that every man in uniform gets a bottle of Coca-Cola for 5 cents, wherever he is and whateve
20、r it costs the company.“ During the war, the company established 64 bottling plants overseas for the military during the war and eventually supplied a total of 3 million drinks to U.S. military personnel.Now, sixty years after Woodruffs foreign campaign, more than 770 Coke bottlers operate overseas,
21、 and about 50 percent of .all company profits come from foreign operations. An Italian newspaper once called the Coca-Cola Co. “a large and uniformed army that today has an outpost or guard station even in the remotest part of our countryside.“ Throughout its history, Coca-Cola has been able to devi
22、se catchy slogans, highlighted by such phrases as the “Pause that Refreshes“ (1929), “Sign of Taste“ (1957), and more recently, “Things Go Better with Coke.“ “Its the Real Thing,“ first used in 1942, was reintroduced in 1969.Coca-Cola has recruited countless artists, movie stars and athletes to adve
23、rtise its products. Haddon Sundlboms “portraits“ for holiday ads, which began in the 1930s, made the companys redsuited Santa Claus famous. Those who have starred in ads include John Weismuller, Jean Harlow, Clark Gable, Bill Cosby and “Mean Joe“ Green.Perhaps Cokes most intensive advertising campai
24、gn took place in 1979 when the company employed separate terms of advertising consultants in 15 different countries. The company flew the teams into New York for an exhaustive marathon brainstorming session.Given specific creative guidelines, the teams produced hundreds of promotional ideas and 10 p
25、otential ad compaigns. Consumer testing proved the best to be “Have a Coke and a Smile.“ The company then chose six teams to work around the clock for three weeks to design the new advertising. To push the change, the company spent the most money ever on advertising.Coca-Cola has evolved into more t
26、han a one-product company. Today, it sells 20 kinds of soft drinks, has fast- food sector that sells Minute Maid products and Hi Cfruit drinks, and entertainment sector that includes Columbia Pictures. But the original Coke is still at the heart of the companys operations, accounting for 70 percent
27、of all its soft drink unit sales.Only Asa Candler and Frank Robinson knew the formula for what is now “Classic Coke“. Over the years, it has been passed on from one company management to the next by word of mouth and is secured today in a bank vault. The formulas secrecy has added a legendary, even
28、mysterious quality to Coke.The combination of Pembertons formula and a succession of adroit marketing strategies, which developed a worldwide taste for the beverage, have made the company one of Americas most successful and enduring business institutions.（分数：10.00）(1).According to legend, Coca-Cola
29、began in a three-legged kettle in the back yard of Atlanta pharmacist Dr. John Styth Pemberton.（分数：1.00）填空项 1:_(2).Robert Woodruff and his business partners made the Coca-Cola Co. become a widely recognized leader in advertising.（分数：1.00）填空项 1:_(3).In 1993, Asa Briggs Candler bought the Coca-Cola Co
30、. and registered Coca-Cola as a trademark.（分数：1.00）填空项 1:_(4).Candler was skillful at advertising and showed much imagination in understanding the potential.（分数：1.00）填空项 1:_(5).Thomas and Whitehead _bottle Coke to franchisers in every part of the country after they made agreement with Candler.（分数：1.
31、00）填空项 1:_(6).Cokes advertising once showed a young man drawing a glass of Coke from one of the crockery urns then used to_ .（分数：1.00）填空项 1:_(7).Alexander Samuelson, a Swedish glassblower, designed the famous_. bottle for Coke in 1915.（分数：1.00）填空项 1:_(8).After taking over the company, Woodruff _a co
32、ncerted overseas advertising and marketing campaign.（分数：1.00）填空项 1:_(9).In the development of the company, Coca-Cola has recruited countless artists, movie stars and athletes to _.（分数：1.00）填空项 1:_(10).Over the years, the formula for “Classic Coke“ has been passed on from _ to the next by word of mou
33、th and is secured in a bank vault.（分数：1.00）填空项 1:_三、BPart Listenin(总题数：0，分数：0.00)四、BSection A/B(总题数：3，分数：105.00)（分数：21.00）(1). A. At a dentist office. B. In a school. C. In an ambulance. D. At a hospital.（分数：7.00）A.B.C.D.(2). A. Doctors in hospital. B. Nurses in hospital. C. Patients in hospital. D.
34、 Hospital administrators.（分数：7.00）A.B.C.D.(3). A. Because they dont get much practice with them. B. Because they often use them in their work. C. Because they have to pass a test. D. Because they plan to become doctors.（分数：7.00）A.B.C.D.（分数：56.00）(1). A. English teachers usually like reading a lot. B
35、. The English like to read a lot and listen to music. C. Not everyone from England likes to read all the time. D. People who teach English like things other than books.（分数：7.00）A.B.C.D.(2). A. It wasnt very well designed. B. Its results were just as expected. C. It fully reflected the students abili
36、ty. D. Its results fell short of her expectations.（分数：7.00）A.B.C.D.(3). A. He might help the woman much. B. The woman shouldnt buy a used car. C. He doesnt know a lot about new cars. D. The woman is a better mechanic than he is.（分数：7.00）A.B.C.D.(4). A. The woman never travels by plane. B. Both speak
37、ers feel nervous when flying. C. The man thinks traveling by air is quite safe. D. The speakers feel sad about the serious loss of life.（分数：7.00）A.B.C.D.(5). A. John was disappointed at his math score. B. John did better than he thought he was able to. C. John didnt pass, although he had tried his b
38、est. D. John got an excellent score, which was unexpected.（分数：7.00）A.B.C.D.(6). A. The boss is often late for work. B. The boss will probably discipline the woman. C. The boss may disregard the womans lateness. D. The boss didnt know the woman was late again.（分数：7.00）A.B.C.D.(7). A. Members have a n
39、arrow range of topics to discuss. B. Members bring up the most important issue. C. Members have interesting topics to discuss. D. Members have little knowledge.（分数：7.00）A.B.C.D.(8). A. The man should do without buying a new bicycle. B. Shell glad to help the man decide which bicycle to buy. C. The m
40、an should not be so particular about choosing a bicycle. D. Shes quite concerned about the mans means of transportation.（分数：7.00）A.B.C.D.（分数：28.00）(1). A. Teaching cooperation. B. Online moderation. C. Web programming. D. Internet technology.（分数：7.00）A.B.C.D.(2). A. Keeping up with the course flow.
41、B. Speaking up when questions arise. C. Setting proper learning goals. D. Using the technology skillfully.（分数：7.00）A.B.C.D.(3). A. Many people take online courses too seriously. B. You cant hear or see the partner when reading. C. You will be laughed at by other learners online. D. Online learning d
42、oesnt allow for playing jokes.（分数：7.00）A.B.C.D.(4). A. He will threaten to fine them. B. He will pretend to ignore them. C. He will punish them seriously. D. He will talk to them privately.（分数：7.00）A.B.C.D.五、BSection B/B(总题数：3，分数：70.00)（分数：28.00）(1). A. To respond to government policy. B. To make us
43、e of the facilities. C. To make the workplace dynamic. D. To show the image of Ford company.（分数：7.00）A.B.C.D.(2). A. How to balance diet and health. B. How to balance work and life. C. How to work efficiently. D. How to invest properly.（分数：7.00）A.B.C.D.(3). A. Payment increase. B. A long holiday. C.
44、 Flexible working schedule. D. Promotion.（分数：7.00）A.B.C.D.(4). A. Sleepy and tired. B. Excited and aggressive. C. Exhausted and lazy. D. Alert and energetic.（分数：7.00）A.B.C.D.（分数：21.00）(1). A. To exchange ideas. B. To prove their value. C. To achieve success in life. D. To overcome their fear of sile
45、nce.（分数：7.00）A.B.C.D.(2). A. About whatever they have prepared. B. About whatever they want to do. C. About learning something new. D. About getting on well.（分数：7.00）A.B.C.D.(3). A. To explain why people keep talking. B. To persuade people to stop making noises. C. To encourage people to join in con
46、versations. D. To discuss why people like talking about weather.（分数：7.00）A.B.C.D.（分数：21.00）(1). A. Jeffersons views about commercialized agriculture. B. International trade in the nineteenth century. C. Improvements in farm machinery in the United States. D. Farmers loss of independence.（分数：7.00）A.B
47、.C.D.(2). A. Crop production became increasingly specialized. B. Economic depressions lowered the prices of farm products. C. New banking laws made it easy to buy farmland. D. The United States increased its agricultural imports.（分数：7.00）A.B.C.D.(3). A. Prices for farm products rose. B. Farmers beca
48、me more dependent on loans from banks. C. Jefferson established government programs to assist farmers. D. Farmers relied less on foreign markets.（分数：7.00）A.B.C.D.六、BSection C/B(总题数：1，分数：77.00)One of those rare local creations of America, cowboy poetry has a long and vivid history, driven by its colorful practitioners and memorable
