【文章內(nèi)容簡介】 fficiently quick or thoughtful, and the learning curve has been steep. Toyota Motor, for example, alleviated some of the damage from its recall crisis earlier this year with a relatively quick and wellorchestrated socialmedia response campaign, which included efforts to engage with consumers directly on sites such as Twitter and Facebook.（1）Consumers may create earned media when they are ________. A.obsessed with online shopping at certain Web sitesB.inspired by productpromoting sent to themC.eager to help their friends promote quality productsD.enthusiastic about remending their favorite products.（2）The author indicates in Para. 3 that earned media ________. A.invite constant conflicts with passionate consumersB.can be used to produce negative effects in marketingC.may be responsible for fiercer petitionD.deserve all the negative ments about them（3）Toyota Motor39。s experience is cited as an example of ________. A.responding effectively to hijacked mediaB.persuading customers into boycotting productC.cooperating with supportive consumersD.taking advantage of hijacked media【答案】 （1）D（2）B（3）A 【解析】【分析】本文是一篇應用文，介紹了有關(guān)earned media(口碑媒體)、Hijacked Media（劫持媒體）、paid media（自有媒體）的概念和特點。 （1）考查細節(jié)理解。根據(jù)第一段中的“Consumers passionate about a product may create “earned” media by willingly promoting it to friends”可知，對產(chǎn)品充滿熱情的消費者可能會通過主動向朋友推銷產(chǎn)品來創(chuàng)造“口碑”媒體。故選D。 （2）考查推理判斷。根據(jù)第三段可知，劇烈的技術(shù)變革為營銷人員提供了越來越多的交流選擇，但同時也增加了這樣一種風險，即熱情的消費者會以更快、更明顯、更具破壞性的方式表達自己的觀點。這種被劫持的媒體是口碑媒體的對立面：一項資產(chǎn)或活動成為消費者、其他利益相關(guān)者或?qū)δ硞€品牌或產(chǎn)品提出負面指控的活動人士的人質(zhì)。例如，社交網(wǎng)絡(luò)的成員正在明白他們可以劫持媒體，對最初創(chuàng)建它們的企業(yè)施加壓力。由此可知，當口碑媒體被某些人所劫持，轉(zhuǎn)化為劫持媒體的時候，就會影響企業(yè)，從而對企業(yè)營銷產(chǎn)生不利的影響。故選B。 （3）考查推理判斷。根據(jù)倒數(shù)第二段對于“劫持媒體”的介紹和最后一段中的“If that happens passionate consumers would try to persuade others to boycott products, putting the reputation of the target pany at risk. In such a case, the pany39。s response may not be sufficiently quick or thoughtful, and the learning curve has been steep.”可知，如果發(fā)生（劫持媒體）這種情況，熱情的消費者會試圖說服他人抵制產(chǎn)品，從而使目標公司的聲譽面臨風險。在這種情況下，公司的反應可能不夠迅速或周到，那么公司就會變得很困難。而下文以Toyota Motor（該公司在今年早些時候的召回危機中采取了相對迅速和精心策劃的社交媒體應對行動，包括在Twitter和Facebook等網(wǎng)站上直接與消費者互動，從而減輕了部分損失）為例，則展示了當發(fā)生“劫持媒體”這種情況時，如果應對迅速得當，那么就可以減輕損失。因此，Toyota Motor是一個有效應對被綁架媒體的例子。故選A。 【點評】本題考點涉及細節(jié)理解和推理判斷兩個題型的考查，是一篇介紹類閱讀，考生需要準確掌握細節(jié)信息，并根據(jù)上下文進行邏輯推理，從而選出正確答案。5．閱讀理解 South Africa is the waterlovers39。 paradise. Whether you want to be by the sea, on the sea or even under it, there are countless ways to get your ocean experience. Almost all of them are located on South Africa39。s east coast, where the Indian Ocean keeps water warm. Thompson39。s Bay, Ballito Drive 40 minutes north of Durban to reach the unique coastal town of Ballito. Popular with holidaymakers, Ballito has a choice of pretty beaches and the best for swimming is Thompson39。s Bay. This scenic cove (小海灣)is sheltered from the wind and characterized by its calm waters, interesting rocky outcrops and a fascinating geological holeinthewall. There39。s a walled tidal pool for those who are nervous to swim in the open ocean, making this spot a particularly good choice for families. Umhlanga Rocks, Durban Located a 20minute drive from central Durban, the resort town of Umhlanga is an upmarket getaway for vacationing South Africans and visitors in the know. The main Umhlanga Rocks beach boasts safe swimming waters and endless golden sands, again protected by lifeguards and shark nets. A paved walkway provides direct access to the town39。s beachfront shops, restaurants and bars. Gonubie Beach, East London The coastal town of Gonubie is seen by many as a suburb of East London, one of the largest cities of the Eastern Cape. Its pictureperfect beach offers great swimming areas in the open sea. The Gonubie River reaches the sea at this point, too, and offers an alternative bathingspot on days when the surf is bigger than usual. All along the river39。s green banks, you39。ll find a series of shaded spots perfect for summer piics and barbecues.（1）If you are planning a family trip to South Africa, which beach suits you best? 39。s Bay, Ballito. Rocks, Durban. Beach. East London39。s Beach, Port Alfred.（2）What39。s special about Umhlanga Rocks in Durban? is free for children. target crowd is the rich. has a walled tidal pool. has pale brown sand.（3）When meeting violent waves on Gonubie Beach, you can . swimming in the open sea bathing at an alternative spot surfing in the open sea camping by the riverside.【答案】 （1）A（2）B（3）B 【解析】【分析】本文是一篇應用文，介紹了南非三個著名的海濱旅游景點的信息。 （1）考查細節(jié)理解。根據(jù)第二段中的There39。s a walled tidal pool for those who are nervous to swim in the open ocean, making this spot a particularly good choice for families.可知Thompson39。s Bay, Ballito是家庭旅行很好的選擇。故選A。 （2）考查細節(jié)理解。根據(jù)第三段中的Located a 20minute drive from central Durban, the resort town of Umhlanga is an upmarket getaway for vacationing South Africans and visitors in the know.中的an upmarket getaway意為高檔的度假勝地，由此可知Umhlanga Rocks, Durban適合富人度假。故選B。 （3）考查細節(jié)理解。根據(jù)第四段中的The Gonubie River reaches the sea at this point, too, and offers an alternative bathing spot on days when the surf is bigger than usual.可知在Gonubie Beach如果風浪太大，景點會給游客提供備用的浴場。故選B。 【點評】本題考點涉及細節(jié)理解題型的考查，是一篇廣告類閱讀，考生需要準確捕捉細節(jié)信息，并結(jié)合題目要求，從而選出正確答案。6．閱讀理解 Most people agree that eating healthy food is important. But sometimes making good food choices can be difficult. Now, there are apps that can help people learn about the food they eat to improve their health and their dining out experience. Open Table app Open Table app helps people choose restaurants when they want to go out to eat. It is a free service that shows users restaurant available based on where and when they want to dine. It gives users points when they make reservations(預定), which can add up to discounts on restaurant visits. Max McCalman39。s Cheeseamp。Wine Pairing app Wine and cheese can be a great bination. But which wines go best with which cheeses? Max McCalman39。s Cheeseamp。Wine Pairing app can help. It provides information about hundreds of different cheeses and suggests wines to pair with each. Max McCalman39。s Cheeseamp。Wine Pairin