题目
题型：不详难度：来源：
When you perform your service or deliver your product competently (出色地), you are just doing what the customer expects. In order to increase the number of the customers who want to share their good experience with their friends, you must make your service impressive, going beyond what is expected.
Recently my daughter Dawn and I had lunch with my team members at the Campbell House. The food and service were truly excellent. My daughter asked for her leftovers (剩菜) to be packed. They were returned to her in aluminum foil (铝箔) shaped like a swan(天鹅). Guess what she talked about when she got home? How much more do you think it cost the Campbell House to produce that “Wow!” experience? Answer —not a cent!
Disneyland should be an inspiration to us all in providing a “Wow!” experience. What do people talk to their friends about when they come home? “You should have seen how clean that park was! With all of the people there, it’s unbelievable! There’s not even a gum wrapper on the ground!” Walt Disney understood that cleanliness is marketing.
小题1:According to the passage, customers would like to share their good experience with their friends if ______.
| A．what they need is provided on time |
| B．the price of the service is low enough |
| C．the service is better than they expected |
| D．the after-sale service is good enough |
| A．Disappointed and angry. | B．Excited and crazy. |
| C．Worried and unhappy. | D．Surprised and pleased. |
| A．it is always possible to satisfy all of the customers |
| B．sometimes it is easy to provide a good experience |
| C．most customers are easy to do business with |
| D．the service should be as cheap as possible |
答案
小题1:C
小题2:D
小题3:B
解析
试题分析：文章介绍怎样可以得到口口相传的广告效应，消费者得到的服务超出了他们的预期，就会和别人分享，行业不要花一分钱就可以得到这个效果。
小题1:细节题：从第二段的句子：In order to increase the number of the customers who want to share their good experience with their friends, you must make your service impressive, going beyond what is expected. 可知如果服务超出了顾客的预期，他们会和别人分享的，选C
小题2:推理题：从第三段的句子：. They were returned to her in aluminum foil (铝箔) shaped like a swan(天鹅). Guess what she talked about when she got home? How much more do you think it cost the Campbell House to produce that “Wow!” experience? Answer —not a cent!可知Dawn 看见包好的剩菜的时候，很惊讶也高兴，选D
小题3:句意理解题：这句话的意思是：一些行业不要花一分钱就得到这种口口相传的广告，所以是很容易的，选B
核心考点
试题【How can you build more word-of-mouth advertising (口碑广告)? In other words, why wou】；主要考察你对题材分类等知识点的理解。[详细]
举一反三
So how did cycling become such a popular means of transportation in the European country?
In the 1970s, the Dutch government began to improve its cycling infrastructure（基础设施）due to both a social movement demanding safer cycling condition for children and the oil crisis in the Middle East, when oil producing countries stopped their exports to Western Europe.
To make cycling safer and more appealing, the Dutch have built the widest cycling net- work in the world. The country has over 40，000 kilometers of bicycle lanes and paths，which are clearly marked. They have smooth surfaces，separate signs and lights for those on two wheels. The lanes are wide enough to allow side-by-side cycling and passing.
In many cities the bike lanes are completely segregated（隔离的）from motorized traffic. And in many traffic situations cyclists are given priority（优先权）over drivers. Sometimes， where space is limited and both must share, you can see signs showing an image of a cyclist with a car behind accompanied by the words "Bike Street：Cars are guests".
As young people aren"t allowed to drive alone until they are 18，cycling offers Dutch teen- agers an alternative form of freedom. The government also makes cycling training lessons a compulsory part of the Dutch school curriculum（课程）．
Bike parking facilities are ubiquitous in the country. Cyclists are accommodated in the way motorists are elsewhere. Take Groningen, a city in the northeastern part of the Netherlands，for example. The city"s central train station has underground parking for 10，000 bikes.
小题1:We can conclude that in the Netherlands cycling is____．
| A．regarded as eco-friendly exercise |
| B．thought of as part of people"s life |
| C．looked on as a way to lose weight |
| D．considered as a way to entertain |
| A．Most vehicles the Dutch use are buses. |
| B．The native people cycle the best in the world. |
| C．Everyone has one bike on average in the Netherlands. |
| D．The number of bikes is larger than the population there. |
| A．A large number of bikes. |
| B．Hope for healthy life style. |
| C．People"s preference to bikes. |
| D．Children"s safety demand and lack of oil. |
| A．high quality | B．unique | C．very common | D．special |
| A．It makes cycling covered by school education. |
| B．It encourages teenagers to cycle alone. |
| C．It will watch over teenagers who ride bikes. |
| D．It suggests teenagers cycling before driving. |
Some of the stories are inspiring ,others sad ,but what is interesting in almost all the cases is the way in which the children"s early hopes and dreams are shown in their future lives, for example ,at seven ,Tony is a lively child who says he wants to become a sportsman or a taxi driver. When he grows up, he goes on to do both. How about Nicki ,who says, "I"d like to find out about the moon. " and goes on to become a space scientist. As a child, soft - spoken Bruce says he wants to help "poor children" and ends up teaching in India.
But if the lives of all the children had followed this pattern, the program would be far less interesting than it actually was. It was the children whose childhood did not prepare them for what was to come that made the program so inspiring. Where did their ideas come from about what they wanted to do when they grew up? Are children influenced by what their parents do ,by what they see on television ,or by what their teachers say? How great is the effect of a single important event? Many film directors ,including Stephen Spielberg ,say that an early visit to the cinema was the turning point in their lives. Dr. Magaret Mc Allister ,who has done a lot of research in this area ,thinks that the major influences are parents , friends and the wider society.
小题1:What does the text mainly discuss?
| A．New ways to make a TV program interesting. |
| B．The importance of television programs to children. |
| C．Different ways to make childhood dreams come true. |
| D．The influence of childhood experience on future lives. |
| A．different groups of people at different periods of their lives |
| B．different groups of people at the same period of their lives |
| C．the same group of people at different periods of their lives |
| D．the same group of people at the same period of their lives |
| A．Many people"s childhood hopes are related to their future jobs. |
| B．There are many poor children in India who need help. |
| C．Children have different dreams about their future. |
| D．A lot of people are very sad in their childhood. |
| A．going to a movie at an early age helps a child learn about society |
| B．a single childhood event may decide what one does as a grown-up |
| C．parents and friends can help a child grow up properly |
| D．films have more influence on a child than teachers do |
| A．Interesting. | B．Crazy. | C．Dull. | D．Serious. |
Mr. Dyson accused the museum of not keeping true to itself. He may be right, but these days, museums everywhere can no longer afford to be unique centers of scholarship and learning. Among competition for sponsorship, they must use exhibitions of populist culture, nice cafes and shops or, best of all, a new building by Frank Gehry to increase visitor numbers.
On the one hand, some producers can be too old-fashioned and too concerned with the importance of product engineering and the functionality of their goods. On the other hand, there are those who believe that how a product looks is more important. Design is indeed a broad term, involving both function and form. Typically, in any given product area, it changes from the former to the latter. Clothing is a good example. But surely you would have to be a very shallow person to think something"s appearance is more important than what it does.
Today nearly all goods at any given price point do much the same job. So almost the only way producers can differentiate their products from those of their competitors is to create some sort of emotional connection with the consumer, which could be through the visual appeal of the product or its packaging, or the imagery(意象) created by advertising. And what of the Dyson vacuum cleaner? Mr. Dyson may believe that people buy these machines because of the graphs showing their superior suction, but most vacuum cleaners do a good job; the main reason people pay extra for a Dyson is that it is a vacuum cleaner with a fashionable brand. With its inside workings exposed, it is a bit like a Richard Rogers building with all its pipes shown in bright colors on the outside instead of being hidden inside. Functional it may be, but it is a bit of a trick, too.
小题1:Mr. Dyson left the Design Museum because he thought the museum .
| A．didn"t increase the number of visitors |
| B．couldn"t provide scholarships for learners |
| C．wasn"t loyal to its original purpose of learning |
| D．didn"t have great appeal for serious industrial design |
| A．A product with convenient packaging sells well. |
| B．The majority of consumers prefer to buy branded goods. |
| C．Most similarly priced products are of a comparable standard. |
| D．Emotion contributes much to the development of advertising industry. |
| A．it has very good suction | B．it is fashionable |
| C．it sells well around the world | D．it is invented by James Dyson |
| A．Optimistic. | B．Doubtful. |
| C．Disapproving. | D．Objective. |
I"ve spent the past several years researching and writing about the different strategies we use to seek happiness in our work. It became clear early in the process that the suggestion to “follow your passion” was flawed (有缺陷), for it lacks scientific evidence. However, it doesn"t mean you should abandon the goal of feeling passionate about your work. The reality emphasizes that things are quite complicated.
Passion is earned. Different people are looking for different things in their work, but generally, people with satisfying careers enjoy some combination of the following features: autonomy，respect, competence, creativity, and a sense of impact. In other words，if you want to feel passionate about your livelihood，don"t seek the perfect job，but seek to get more of these features in the job you already have.
Passion is elusive (难捉摸的). Many people develop the rare and valuable skills leading to passion, but still end up unhappy in their work. The problem is that the features leading you to love your work are more likely to be useful to you than your organization. As you become increasingly “valuable”，for example, your boss might push you toward traditional promotions that come with more pay and more responsibility, as this is what is most useful to your company. However, you might find more passion by applying your value to gain autonomy in your schedule or project selection.
Passion is dangerous. I"ve watched too many of my peers fall into anxiety and chronic(慢性的) job-hopping (跳槽) due to the “follow your passion” advice. The issue is expectations. If you believe we all have a pre-existing passion, and that matching it to a job will lead to instant workplace happiness, reality will always pale in comparison.
Work is hard. Not every day is fun. If you"re seeking a dream job, you"ll end up frustrated, again and again. Don"t set out to discover passion. Instead, set out to develop it. This path might be longer and more complicated than what most cheerful career guides might advocate, but it"s a path much more likely to lead you somewhere worth going.
小题1:People satisfied with their careers are _______.
| A．autonomous and passionate | B．creative and passionate |
| C．respectable and sensitive | D．creative and competent |
| A．Figuring out early what one will do in the future. |
| B．Matching the pre-existing passion to one"s work. |
| C．Developing passion for what one is doing. |
| D．Discovering skills that lead to interesting careers. |
| A．it is not easy to match our passion with our jobs |
| B．we shouldn"t think everyone has a pre-existing passion |
| C．workplace happiness does not require a pre-existing passion |
| D．high expectations of passion in jobs bring disappointment |
| A．Disapproving. | B．Supportive. | C．Cautious. | D．Unclear. |
According to a new study in the online PloS One (《公共科学图书馆·综合》), people make their decisions to trust others largely based on their faces. Your appearance can do a lot for you, especially if you are in the financial industry. The more trustworthy you look, the more likely people will buy what you’re selling.
Researchers from Britain’s University of Warwick Business School, University College London, and Dartmouth College, US, did a number of experiments.
The research team used computer software to make 40 faces, from the least to the most trustworthy-looking.
The study said that the difference between a trustworthy face and one that isn’t as trustworthy comes from features that look slightly angry or slightly happy, even when the face is at rest. However, a slightly happy face is more likely to be trusted.
Researchers gave participants some money and asked them which face they trusted to invest the money for them. Then researchers gave some good and bad information about the people with these faces, and asked the participants again whom they trusted.
The results showed that even if they got different information, the participants didn’t change their choices. They were still more likely to invest their money with the more trustworthy-looking faces.
Chris Olivola, one of the study’s authors, said in the University of Warwick’s press release: “It seems we are still willing to go with our own instincts (本能) about whether we think someone looks like we can trust them. The temptation (诱惑) to judge strangers by their faces is hard to resist.”
小题1:Which of the following can be a proper title for this passage?
| A．What kind of face do you trust? |
| B．Who did the experiments? |
| C．Why do you trust him or her? |
| D．Why did they do the experiments? |
| A．A sad face. | B．A smiling face. | C．A crying face. | D．An angry face. |
| A．The trustworthy faces were given good information. |
| B．Researchers took photos of the 40 people’s faces in college. |
| C．Most participants gave their money to the trustworthy-looking faces. |
| D．Participants liked to choose the faces with good information. |
| A．People can’t refuse temptations. |
| B．People always do things with their instincts. |
| C．People often judge strangers by their faces. |
| D．People don’t trust strangers with sad faces. |
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