1、雅思阅读十大领域之商业篇及答案解析(总分：100.00，做题时间：90 分钟)一、Part Matchinglili(总题数：3，分数：15.00)a. absolutelyb. fundingc. feasibled. disastere. motivation（分数：5.00）(1).crisis（分数：1.00）填空项 1:_(2).definitely（分数：1.00）填空项 1:_(3).capital（分数：1.00）填空项 1:_(4).viable（分数：1.00）填空项 1:_(5).incentive（分数：1.00）填空项 1:_a. customerb. special
2、c. prefer.to.d. characteristice. measure（分数：5.00）(1).favour.over.（分数：1.00）填空项 1:_(2).specific（分数：1.00）填空项 1:_(3).consumer（分数：1.00）填空项 1:_(4).monitor（分数：1.00）填空项 1:_(5).trait（分数：1.00）填空项 1:_a. projectb. sumc. dispiritingd. chipe. population（分数：5.00）(1).daunting（分数：1.00）填空项 1:_(2).theme（分数：1.00）填空项 1:
3、_(3).fragment（分数：1.00）填空项 1:_(4).aggregate（分数：1.00）填空项 1:_(5).demographic（分数：1.00）填空项 1:_二、Part Translation(总题数：9，分数：18.00)1.Theres not really a consensus on what accounts for businesses holding so much cash, but theyve been doing it way before the downturn, at least since the early 1980s.（分数：2.00）_
4、2.Almeida says there were proposals to give firms a tax break if they brought their money back to the U.S., but reviving such a proposal now wouldnt be a politically viable option, especially not after all the bank bailouts.（分数：2.00）_3.President Obamas call for tax breaks for corporate investment, w
5、hich would allow businesses to write off the cost of new investments in plants and equipment, and thereby create an incentive for businesses to spend money, are a step in the right direction, Almeida says. The government made the right call here, he said. Theres no point in spurring bank lending if
6、firms have cash to spare, so creating an incentive for them to spend through a tax break for investment is a good idea.（分数：2.00）_4.Marketing people are no longer prepared to take your word for it that you favour one product over another. They want to scan your brain to see which one you really prefe
7、r.（分数：2.00）_5.With over $100 billion spent each year on marketing in America alone, any firm that can more accurately analyse how customers respond to products, brands and advertising could make a fortune.（分数：2.00）_6.Another worry is that brain-scanning is an invasion of privacy and that information
8、 will be compiled on the preferences of specific individuals. But neuromarketing studies rely on small numbers of volunteer subjects, so that seems implausible.（分数：2.00）_7.A recurring theme was beyond content. By that, the gathering of film, broadcasting and entertainment executives meant how to tur
9、n the current threat to their livelihoods into a solution for at least survival, if not runaway success.（分数：2.00）_8.Sure, the young and the technically nimble were among the first to abandon print and airwaves for online content capable of being accessed anywhere, anytime. But the middle-aged have n
10、ow also joined the fray. Indeed, Facebook recently had to pull the plug on chatting housewives because they were hogging large chunks of the social networks bandwidth for hours on end.（分数：2.00）_9.The second change, in the way marketers are connected to consumers, is more subtle. New media make life
11、easier, richer and more satisfying for the consumer.（分数：2.00）_三、Part Actual Test(总题数：3，分数：67.00)You should spend about 20 minutes on Questions 14-26, which are based on Reading Passage 2 below.Cash Hoarding Nothing New for BusinessesA Finance professor Heitor Almeida says the fact that businesses ar
12、e stuffing corporate piggy banks with spare cash for the proverbial rainy day is unrelated to the belt- tightening brought about by the continuing financial crisis. Theres not really a consensus on what accounts for businesses holding so much cash, but theyve been doing it way before the downturn, a
13、t least since the early 1980s, he said. Cash hoarding is definitely not related to the financial crisis. Its a pattern thats been going on for at least three decades.B Although there was a time shortly after the crisis when firms had difficulty raising capital, Almeida says most businesses entered i
14、t in a very liquid position. When the crisis hit, firms had a lot of cash on hand, and they used it to avoid decreasing investment and firing employees, he said. If businesses hadnt had all that cash on hand, things could have been much, much worse. Almeida says companies that survived the financial
15、 shocks of the past few years are still jittery about weak consumer demand in the U.S. and an increasingly dismal forecast for the global recovery, so theyll likely continue to sit on their piles of cash.C You would think if they had better uses for that cash they would have spent it, but for some r
16、eason corporations have decided that the best thing they can do is keep the cash on the balance sheet, he said. Part of this is due to most big firms being multinational, allowing them to park the bulk of their cash outside of the U.S. in tax havens. If you keep profits outside of the U.S., obviousl
17、y, they wont get taxed, he said. The way U.S. tax laws are written is that firms pay taxes the moment they repatriate the cash, which would be quite costly to shareholders. Almeida says there were proposals to give firms a tax break if they brought their money back to the U.S., but reviving such a p
18、roposal now wouldnt be a politically viable option, especially not after all the bank bailouts.D If repatriating the cash is off the table, shouldnt shareholders demand some of that cash be re-paid as dividends? Firms are not obligated to pay dividends, and its pretty much the case that the most suc
19、cessful firms are going to be the ones that hoard the most cash, Almeida said. A really successful company like Google or Apple, for example, isnt going to go to the market and issue $30 billion in equity only to turn around and sit on the cash. With extremely successful companies, cash just accumul
20、ates. Shareholders may get mad, but cash-holding is positively correlated with shareholder returns, so its no surprise. Almeida said even if companies did open up the coffers and flood the economy with cash, what might be good for job creation in the short-term might not necessarily be consonant wit
21、h what shareholders want. If you invest money to create jobs but generate negative profits, thats not good for shareholders, he said. So thats probably not what firms should be doing, as much as we want to grow jobs.E Stimulating lending by further lowering interest rates is not likely to have much
22、of an effect on job creation, either. The fact that firms have cash suggests that getting banks to lend more isnt the way to go, Almeida said. Firms already have cash but theyre not spending it. So whats the point of having banks make more loans, if firms dont need the cash? President Obamas call fo
23、r tax breaks for corporate investment, which would allow businesses to write off the cost of new investments in plants and equipment, and thereby create an incentive for businesses to spend money, are a step in the right direction, Almeida says. The government made the right call here, he said. Ther
24、es no point in spurring bank lending if firms have cash to spare, so creating an incentive for them to spend through a tax break for investment is a good idea.F But the key thing that government should focus on in the near term, Almeida says, is fixing the broken housing market, which is still mired
25、 in a post-bubble slump. The key thing is fixing the housing market, but there are some big structural problems associated with it, he said. One is that a lot of households still carry too much mortgage-related debt. What the government has been trying to do, albeit unsuccessfully, is negotiate home
26、owners debt down to a level they can actually handle, Almeida said. Banks will inevitably take a hit from this, but homeowners would get to keep their house. Thats difficult to do with securitised loansthe entity that holds the loan is not the loan originator. So the government is struggling to solv
27、e this problem, which is the fundamental weakness behind the slow economy. According to Almeida, the prime enabler for helping to create the housing bubble is the continued governmental support for Fannie Mae and Freddie Mac, the secondary mortgage markets they sponsor to ostensibly make mortgage lo
28、ans more affordable. Thats what got us into real trouble, he said. The U.S. needs to get out of the mortgage lending business, even if the repercussions of that means making housing less affordable in the short-term. That may sound like the wrong thing to do, to make things harder for people, but it
29、s what the U.S. needs to do to strengthen the housing market.G According to Almeida, another more long-term structural problem the U.S. needs to tackle is education. Firms use recessions to get rid of employees and replace them with technology, he said. The U.S. needs to create a more capable workfo
30、rce thats ready for the new economy by investing a lot more heavily in education. The U.S. has great universities, but primary and secondary education needs to catch up, otherwise those universities will be increasingly composed of foreign students. The only problem with structural change in an area
31、 like education is it takes decades, Almeida said. But youve got to start somewhere. The Obama administration is very aware of this.Science Daily（分数：13.00）(1).Reading Passage 1 has seven paragraphs, A-G.Choose the correct heading for each paragraph from the list of headings below.Write the correct n
32、umber, -, in boxes on your answer sheet.List of Headings The relationship between mortgage and the economic crisis Not so important dividends Educational structure needing adjustment The real reason for government to decrease interest rates Cash hoardings existence for 30 years Cash hoarding happeni
33、ng in companies for decades Huge amounts of money for financial crises Encouraging companies consumption through reducing taxes Companies being inclined to hoard cash when encountering crises Companies preference for the overseas markets, which are the places where to put money The function of reduc
34、ing interest rates The major weakness behind the deteriorating economyhousing problem The solution to the problemsParagraph（分数：1.00）填空项 1:_(2).Paragraph B（分数：1.00）填空项 1:_(3).Paragraph C（分数：1.00）填空项 1:_(4).Paragraph D（分数：1.00）填空项 1:_(5).Paragraph E（分数：1.00）填空项 1:_(6).Paragraph F（分数：1.00）填空项 1:_(7).Pa
35、ragraph G（分数：1.00）填空项 1:_(8).Choose the correct letter, A, B, C or D.Write the correct letter in boxes on your answer sheet.Rainy day A. is the results of the financial crisis. B. can relief the economic stress on companies during the financial crisis. C. is more important in multinational companies
36、 than in domestic ones. D. is popular for thirty years thanks to no need of paying taxes.（分数：1.00）A.B.C.D.(9).Companies in crisis A. are likely to spend cash on hand firing new employees. B. are likely to keep cash on hand to deal with the after-crisis problems. C. are likely to keep cash in tax hea
37、vens instead of in the U.S. D. are likely to be multinational.（分数：1.00）A.B.C.D.(10).Successful firms A. are the ones who hold the largest amount of money. B. are the ones who had $30 billion to sit on. C. are the ones who know how to accumulate cash. D. are the ones who create the largest number of
38、jobs.（分数：1.00）A.B.C.D.(11).U.S. government A. forces companies to spend cash investing in plants and equipment. B. charges a great amount of tax from companies. C. should pay more attention to the housing market. D. has an incentive to spend the money in a right way.（分数：1.00）A.B.C.D.(12).Housing mar
39、ket A. becomes a bubble because of the appearance of secondary mortgage. B. should define the loan style as the mortgage lending one. C. is the most urgent problem which needs to be solved first. D. is a place where Fannie Mae and Freddie Mac are the main supporters of governmental housing solutions
40、.（分数：1.00）A.B.C.D.(13).Educational problems in the United States is that A. foreigners with high degrees occupy the employment market. B. the universities in the whole country cannot afford the need of market. C. economic deterioration produces negative effects on the education system. D. the primar
41、y and secondary educations are not as good as the university education.（分数：1.00）A.B.C.D.Inside the Mind of the ConsumerCould brain-scanning technology provide an accurate way to assess the appeal of new products and the effectiveness of advertising?A Marketing people are no longer prepared to take y
42、our word for it that you favour one product over another. They want to scan your brain to see which one you really prefer. Using the tools of neuroscientists, such as electroencephalogram (EEG) mapping and functional magnetic-resonance imaging (fMRI), they are trying to learn more about the mental p
43、rocesses behind purchasing decisions. The resulting fusion of neuroscience and marketing is, inevitably, being called neuromarketing.B The first person to apply brain-imaging technology in this way was Gerry Zaltman of Harvard University, in the late 1990s. The idea remained in obscurity until 2001,
44、 when BrightHouse, a marketing consultancy based in Atlanta, Georgia, set up a dedicated neuromarketing arm, BrightHouse Neurostrategies Group. (BrightHouse lists Coca-Cola, Delta Airlines and Home Depot among its clients.) But the companys name may itself simply be an example of clever marketing. B
45、rightHouse does not scan people while showing them specific products or campaign ideas, but bases its work on the results of more general fMRI-based research into consumer preferences and decision-making carried out at Emory University in Atlanta.C Can brain scanning really be applied to marketing? The basic principle is not that different from focus groups and other traditional forms of market research. A volunteer lies in an fMRI machine and is
