The right name is important in the business world. All you have to do is think of the names for
some of the products you buy every day and you"ll agree that the name and the product are connected
in the everyone"s mind.
In many countries, successful trade or brand names are protected by law. This is so that other
companies cannot make a product and, in fact, be buying something different. Businesses register a
company or a product name with the government. In fact, more than 1,000 product and company
names are registered every hour. Many companies spend a lot of money to find the right name for
their products. A good example of this is. In the car industry. Some successful names for cars have
powerful associations (联系).The Ford Mustang and the Jaguar are only two examples of choosing
the names of animals that are fast and strong.
When a U. S company decides to sell its product in another country, it has to make sure that the
product name translates properly. When Coca-Cola introduced its soft drink to China, it looked for
the right name. It wanted a name that would do two things. One was to present its image(形象)in
Chinese and the second was to be close to its first brand name-Coke. It took some efforts before
finding the right word -which sounds similar and translates as "happiness in the mouth". Asian company
names are not new to the United States. The brand names of Samsung and Sony have been successful.
Finding the right brand name is a big business. Asian companies that sell to foreign markets pay to find
a name that will connect with its customers. There are even naming companies that specialize in inventing
product names. These companies can charge (要价)up to $100,000 a word for their creations. But it"s
worth it. Successful companies know how important the right brand names are for their development.
When a U. S company decides to sell its product in another country, it has to make sure that the product
name translates properly. When Coca-Cola introduced its soft drink to China, it looked for the right name. It wanted a name that would do two things. One was to present its image(形象)in Chinese and the second was to be close to its first brand name-Coke. It took some efforts before finding the right word -which
sounds similar and translates as "happiness in the mouth". Asian company names are not new to the
United States. The brand names of Samsung and Sony have been successful. Finding the right brand
name is a big business. Asian companies that sell to foreign markets pay to find a name that will connect
with its customers. There are even naming companies that specialize in inventing product names. These
companies can charge (要价)up to $100,000 a word for their creations. But it"s worth it. Successful
companies know how important the right brand names are for their development.
B. To help people choose the best products
C. To present good images of the products.
D. To prevent good images from being copied
B. Creative trade names can help companies to have a larger sale
C. The government often does business with naming companies
D. It is considered necessary for cars to be names after animals
B. The Development of Names
C. The Rules of Naming Business
D. The Methods of Choosing Names
different from one in Chinese. If you want to ask somebody to answer the telephone, you can not say.
"Please ask Mr. XX to answer (接) the telephone." Instead (代替), you must say, "May I speak to Mr.
XX ?" If you want to ask who is answering the phone, you should say, "Who is that?" "Is that Mr. XX
(speaking)?" Instead of "Who are you?" If you want to tell the other one who you are, you should say,
"This is XX (speaking) instead of "I am XX."
A. as good as
B. better than
C. the same as
D. not the same as (与)
2. If you want to tell the people who you are, you should say, " _____ "
A. This is XX
B. I am XX
C. That is XX
D. He is XX
3. If you want to ask who is answering the phone , you should say, " __ ".
A. Who am I?
B. Who is he?
C. Who are you?
D. Who is that?
4. If you want to ask someone to answer the call, you can say, " _______ ".
A. May I speak to Mr. XX?
B. Please tell Mr. XX to answer the call.
C. I want to talk to Mr. XX?
D. Are you Mr. XX?
5. Which is right about the passage?
A. It tells the difference between making a call in Chinese and one in English?
B. We know how we call in English.
C. We don"t understand how we call in English.
D. It"s easy to call in English.
daughter is in tears."I have so take a test tomorrow.I don"t understand any of it,"she cries out.After
shouting and shutting her door,she calms down enough to go through her notes.The following dry I
ask her how the test went and the just says"OK,I got a nine".
"Wow.well done!"I say,before she finishes with "But I never get a ten!"
According to James,this obsession with getting top marks has been a bad development, which
encourages people to think of education in terms of work and money. To test this, I asked my
daughter why she was so worried about her tests. She looked at me as if I was thick. "Well, if I
don"t get good grades,I won"t be able to afford nice things like a car and stuff."
I was quite surprised,because I don"t consider myself a pushy parent.But James suggests
and it leaves students feeling failures even if they are very bright.He points to the Danish system
(体制)of education as a better model.Creating happy citizens who have good social skills is seen
as more important than high achievements at school or the needs of business.
For me, I cannot remember the last time I had to work out the area of a circle,recite a
Shakespeare poem or grammar rules,yet I have lived a happy life.What I really needed to learn
at school was how to make polite conversations,or how to
avoid getting into debt or how todevelop good personality.
This is in fact similar to
what Oliver James really has in mind. And he is looking for schools where students are encouraged to find and follow their own interests, something more like Tongjon.
Tongjon has been developed in some Korean private schools. It is quite different from the more
rigid system of learning things by heart that is used in Korea, and indeed in many other school
systems around the world.
As the Russian poet Pushkin said,"Inspiration(灵感)is needed in geometry(几何学)just as
much as in poetry ", and inspiration does not come from endlessly revising for tests or getting
worried about them .
B. She should be more polite to her parents.
C. Sheis hard-working but not very bright.
D. She takes her grades much too seriously.
B. A satisfied and very prou
d state.C. A practical and widely-used way.
D. A fixed and often unreasonable idea.
B. Interest in grades can shake self-confidence.
C. The writer regrets not having studied hard at school.
D. Danish educational system is for very smart students.
B. top marks may be helpful to increase one"s interest.
C. tests should be improved to give children inspiration.
D. education should meet one"s needs for word and money.
| ( )1. A. went ( )2. A. to ( )3. A. Thosewere ( )4. A. are ( )5. A. They ( )6. A. hills ( )7. A. here ( )8. A. swim ( )9. A. a ( )10.A. liked | B. went to B. from B. How B. was B. Them B. boats B. over B. swimming B. an B. enjoyed | C. went for C. with C. Had C. were C. Their C. flowers C. over there C. swimmed C. / C. had great fun | D. went in D. of D. There were D. did D. Theirs D. trees D. near D. swam D. the D. did | |||||
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| This winter, I have a good time in Singapore with my parents. It is a small _1_ , but it"s very clean and 2 . We can see many trees and flowers of different colors. We stay (呆) in a five-star 3 . It"s great. The rooms in it are big, bright (明亮的) and clean. In front of (再……前面) my room is a swimming pool. I like 4 so much that one day I swim 5 it for 5 hours. My 6 and I really like Singapore, 7 there are so many big stores. We can 8 lots of things at a good 9 . In the evening, we often go out to eat some local (当地的) food. The most interesting thing for me is the night club near our hotel. In the 10 , we enjoy good music and dancing. It"s really exciting. | ||||||||
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