中级阅读-阅读6及答案解析.doc

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1、中级阅读-阅读 6及答案解析(总分：55.00，做题时间：90 分钟)一、Test 1(总题数：1，分数：5.00)PR: The Wildcard Marketing StrategyWhat is the true purpose of public relations and how can it really help impact the growth of your small business? In order for the media to succeed, they need information that is both useful and entertaining

2、 for their readers. This is where you, the business owner or marketing executive, come in.Most small business owners think that public relations is too time-consuming of an effort. (8) It is just a matter of prioritizing your goals and leveraging the resources that you do have to take advantage of w

3、hat is an invaluable marketing tactic. Here are a few tips to get you started in the right direction:1. Create several creative story pitches. The way to get into the hearts and minds of the media is through a great story pitch. (9) Not only that, but editors may classify you as that annoying self-p

4、romoter that wont stop pitching their product line, and then refer you to the advertising department. When developing story pitches you should ask yourself the following questions: What makes this story different from the hundreds of other stories being submitted? Will this benefit readers financial

5、ly, professionally, or emotionally in any way? Is this really entertaining or fun to read? If the answer to any of these questions is “No“, then it is time to adjust your story until the answer is “Yes“.2. Match your target audience with the right media channels. (10) Really understanding your targe

6、t audience will help you in the next step of your PR plantargeting the right media channels.3. Have a spokesperson or PR firm represent your company. So lets assume that you have executed your calling campaign and have sparked interest with an editor or reporter looking to secure an interview with s

7、omeone in your firm. They contact your office but no one is available to take their call. One thing that journalists and editors lack is patience, and rightfully sothey have deadlines to fulfill! (11) 4. Take advantage of your opportunities when presenting your company. PR results do not happen over

8、night. You must be patient and persistent. (12) So do not forget to include your company information through a sentence describing your company, author byline (if applicable), and a URL of your website. Media professionals will sometimes forget to include this information so it is your job to show i

9、t in your press release, articles, or interview.In sum, PR is a wildcard marketing strategy that can yield tremendous results if implemented correctly. Dont forget that your number-one goal is to get in front of your target audience and the rest will take care of itself.A Shamelessly promoting your

10、business or its products is not going to do you much good.B However, when activity comes up, you must ensure that the company is rewarded for the hard work put in!C This may be true in cases where small businesses have very limited resources (i.e. staff, budget), but this should not prevent you from

11、 doing it.D If your companys main customer base is women in their 30s, then you probably dont want to focus on media channels that target a demographic of men in their 50s.E The last thing you want is to be unavailable when an editor or reporter wants more information about your company or products.

12、F It helps an organisation and its publics adapt mutually to each other.G In order for the media to succeed, they need information that is both useful and entertaining for their readers.（分数：5.00）填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_二、Test 2(总题数：1，分数：25.00)2008 NIKE Annual ReportNIKE is a growing compa

13、ny. That fact shaped the long-term financial goals we outlined more than seven years ago. It also inspired our goal of reaching $23 billion in revenue by the end of fiscal 2011. Fiscal 2008 illustrated the power of that financial model, the strength of our team, and the ability of NIKE to bring inno

14、vative products and excitement to the marketplace.Our unique role as the innovator and leader in our industry enables us to drive consistent long term profitable growth. In 2008 we added $2.3 billion of incremental revenue to reach $18.6 billionup 14% year over year with growth in every region and e

15、very business unit. (8) We increased our return on invested capital by 250 basis points, increased dividends by 23%, and bought back $1.2 billion in stock.As we enter fiscal 2009 we are well-positioned for the future. The NIKE brand continues to grow in relevance and influence. Were focused on six k

16、ey categoriesrunning, basketball football, mens training, womens training and sportswear. (9) These connections are the source of insights we use to create the innovative products that fill our pipeline. NIKE is a premium brand, and we earn that reputation by delivering experiences that surpass the

17、expectations of our consumers.Our portfolio of brands also continues to grow. Converse is mid-way through its 100th anniversary celebration. This brand delivered its best year ever in fiscal 2008 and continues to grow in the U.S. and in the key emerging markets of China, Russia and Brazil. (10) And

18、NIKE Golf increased revenue and pre-tax income as we continue to deliver innovation and widen our lead as the largest apparel brand in the Golf industry.Growth in our portfolio of brands is only half the story. The other half is changing. Our portfolio is based on three thingspursuing the greatest g

19、rowth opportunities; leveraging NIKE resources and capabilities; and serving consumers with premium products and experiences. (11) We sold the Starter and Bauer businesses, and we acquired Umbro, one of the worlds great football brands and a source of tremendous growth potential for NIKE, Inc. as we

20、 continue to expand our position as the biggest football presence on the planet.As I write this were heading into the Beijing Olympicsa moment that NIKE has been working toward for 30 years. NIKE is the number-one sports brand in China, which is also our largest sourcing country and our biggest mark

21、et outside the U.S. During the past four years we have worked with thousands of athletes from more than 100 countries. (12) From the Hyperdunk basketball shoe, Zoom Victory Spike, and Luna Racer to Swift apparel and the Pre Cool VestNIKE product innovation is setting new standards in all 28 Olympic

22、sports. And well continue to connect with Chinese consumers long after the Olympic torch goes out, bringing innovative products, retail experiences, and communications to this exciting marketplace.A In applying these three principles we saw opportunities to take action in 2008.B Weve gained valuable

23、 insights nobody else has and used them to design and deliver some of the best performance innovations NIKE has ever developed.C Hurley and Cole Haan also had record years for revenue and pre-tax income.D Each category team is immersed in its sports culture, connecting with consumers and building de

24、ep relationships.E They illustrate the commitment we have to athletes and the unique role we play in sports and the cultures that surround our consumers.F Gross margins improved more than 1% to a new record high of 45%, and earnings per share grew 28%.G It also inspired our goal of reaching $23 bill

25、ion in revenue by the end of fiscal 2011.（分数：25.00）填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_三、Test 3(总题数：1，分数：25.00)Facebook Does an About-Face on PrivacyBehold the two faces of Facebook; Its such a smart young company, but a slow learner. Both faces peeked out from the wreckage of the privacy imbroglio t

26、hat wracked the social-networking site this week. Yes, it was silly, a tempest in a teapot, but it underscored a more fundamental problem that continues to plague Facebookthe worlds most popular social network is simply not learning from its mistakes.Quick recap: Earlier in the month, Facebook chang

27、ed its users terms of service (TOS) so that the Company may retain archived copies of your User Content. (8) Facebook, they said would now own, forever and for always, all the deeply private and personal stuff you upload to Facebook to share with the whole worldeven the pictures of your dog Muffy! “

28、Facebook owns you!“ critics cried. A few (very few) even went so far as to cancel their free accounts.On Monday, Facebook founder and CEO Mark Zuckerberg responded on his company blog, explaining that the change was needed to ensure that stuff like Wall posts and internal messages would remain intac

29、t even after someone quits the service. This would make senseyou dont want gaps in inter-user communications. (9) So today, Zuckerberg recanted and said Facebook was reverting the TOS to its original language and would continue to study the situation. He also launched a Facebook group, soliciting us

30、er feedback on how to handle the situation best and help establish a users Bill of Rights.“More than 175 million people use Facebook,“ Zuckerberg pointed out.“If it were a country, it would be the sixth most populated country in the world. “ Hmmm, lets see. The sixth most populated country in the wo

31、rld is Pakistan. Though some might find the comparison to such volatile yet critically important-to-the-future country apt, the reality is that Facebookland is not a constitutional democracy; its a benevolent dictatorship. And thats why it keeps making the same mistakes.Remember Beacon, Facebooks il

32、l-fated social-ads play? Same deal. (10) Then next day, a hue, a cry, followed by a Zuckerberg recant on the company biog.Businesses are not democracies, nor should they be. (11) But that wasnt the case with either Beacon or this latest hoo-ha. Both were avoidable mistakes.So heres a suggestion for

33、the Gentle Leader: Instead of this cycle of acting first and recanting in the face of public displeasure later, why not get your public on board from the get-go? The Bill of Rights group is a nice idea, but Facebook could go much further and easily create a massive advisory boardtens of thousands of

34、 people strongwho would be only too happy to vet ideas before their implementation. (12) But it needs to do a much better ob of utilising its own internal connections.A Facebook is a wonderful public experiment in social networks.B Sometimes the boss needs to make hard, unpopular decisions that may

35、even drive away some customers.C It has also been banned at many places of work to prevent employees from wasting time using the service.D But rather than mollify the masses, the explanation inflamed them.E One day Zuckerberg announced that the company unilaterally would be broadcasting users activi

36、ties on third-party sites via newsfeeds.F A consumer-rights blog sounded an alarm last weekend, sparking a protest among users who interpreted the move as insidious.G Both faces peeked out from the wreckage of the privacy imbroglio that wracked the social-networking site this week.（分数：25.00）填空项 1:_填

37、空项 1:_填空项 1:_填空项 1:_填空项 1:_中级阅读-阅读 6答案解析(总分：55.00，做题时间：90 分钟)一、Test 1(总题数：1，分数：5.00)PR: The Wildcard Marketing StrategyWhat is the true purpose of public relations and how can it really help impact the growth of your small business? In order for the media to succeed, they need information that is bo

38、th useful and entertaining for their readers. This is where you, the business owner or marketing executive, come in.Most small business owners think that public relations is too time-consuming of an effort. (8) It is just a matter of prioritizing your goals and leveraging the resources that you do h

39、ave to take advantage of what is an invaluable marketing tactic. Here are a few tips to get you started in the right direction:1. Create several creative story pitches. The way to get into the hearts and minds of the media is through a great story pitch. (9) Not only that, but editors may classify y

40、ou as that annoying self-promoter that wont stop pitching their product line, and then refer you to the advertising department. When developing story pitches you should ask yourself the following questions: What makes this story different from the hundreds of other stories being submitted? Will this

41、 benefit readers financially, professionally, or emotionally in any way? Is this really entertaining or fun to read? If the answer to any of these questions is “No“, then it is time to adjust your story until the answer is “Yes“.2. Match your target audience with the right media channels. (10) Reall

42、y understanding your target audience will help you in the next step of your PR plantargeting the right media channels.3. Have a spokesperson or PR firm represent your company. So lets assume that you have executed your calling campaign and have sparked interest with an editor or reporter looking to

43、secure an interview with someone in your firm. They contact your office but no one is available to take their call. One thing that journalists and editors lack is patience, and rightfully sothey have deadlines to fulfill! (11) 4. Take advantage of your opportunities when presenting your company. PR

44、results do not happen overnight. You must be patient and persistent. (12) So do not forget to include your company information through a sentence describing your company, author byline (if applicable), and a URL of your website. Media professionals will sometimes forget to include this information s

45、o it is your job to show it in your press release, articles, or interview.In sum, PR is a wildcard marketing strategy that can yield tremendous results if implemented correctly. Dont forget that your number-one goal is to get in front of your target audience and the rest will take care of itself.A S

46、hamelessly promoting your business or its products is not going to do you much good.B However, when activity comes up, you must ensure that the company is rewarded for the hard work put in!C This may be true in cases where small businesses have very limited resources (i.e. staff, budget), but this s

47、hould not prevent you from doing it.D If your companys main customer base is women in their 30s, then you probably dont want to focus on media channels that target a demographic of men in their 50s.E The last thing you want is to be unavailable when an editor or reporter wants more information about

48、 your company or products.F It helps an organisation and its publics adapt mutually to each other.G In order for the media to succeed, they need information that is both useful and entertaining for their readers.（分数：5.00）填空项 1:_ （正确答案：C）解析：此处前一句指出许多公司认为公关是一件费时的工作。后一句中的 just体现了“这仅仅是优先企业目标，影响所拥有资源的营销策略”，从这两句的关系不难看出所缺句子对于 PR进行了正面的肯定，发生了句意的转折。this may be true in cases 中的 this指代的正是前句的“time-consuming”。填空项 1:_ （正确答案：A）解析：前句说到让媒体记忆深刻的方法是创造一个好的故事，但后一句则谈到不仅如此(that)，编辑还会把你归类为令人厌烦的自我推销者，由此可以推断出空缺处的句子正是 that所指代的内容，并与 but后的句子为并列关系，所以从内容上可以推断出应该选 A。填空项 1:_ （正