【文章內(nèi)容簡(jiǎn)介】 。B.A guidebook.C.A book review.D.A science report.【答案】 （1）C（2）B（3）B 【解析】【分析】本文是一篇應(yīng)用文，介紹了乘船游覽時(shí)的四點(diǎn)注意事項(xiàng)。 （1）考查細(xì)節(jié)理解。根據(jù)Do I need a passport to go on a cruise?部分中的“Besides the fact that you are going to need an ID card to board the ship in the first place, a lot of ports require one.”可知當(dāng)你登上一艘船的時(shí)候，你首先要展示身份證。故選C。 （2）考查推理判斷。根據(jù)How much luggage can I take on board?部分中的“For the most part, cruise ships aren39。t like planes—there isn39。t a strictly regulated amount of luggage you can take with you, and you are not going to be charged for bringing too much.”可知在很大程度上，游輪不像飛機(jī)——你攜帶的行李數(shù)量沒(méi)有嚴(yán)格的規(guī)定，而且你也不會(huì)因?yàn)閹嘈欣疃皇杖≠M(fèi)用。即當(dāng)你在游輪上的時(shí)候，你可以帶比飛機(jī)上更多的行李。故選B。 （3）考查主旨大意。根據(jù)第一段中的“If you have never been on a cruise （乘船游覽）, it can seem like its own world—with its own rules and secret language.”以及文章主要內(nèi)容為乘船游覽的注意事項(xiàng)可推測(cè)，文章最有可能來(lái)自一本旅行指南。故選B。 【點(diǎn)評(píng)】本題考點(diǎn)涉及細(xì)節(jié)理解，推理判斷和主旨大意三個(gè)題型的考查，是一篇介紹類(lèi)閱讀，考生需要在捕捉細(xì)節(jié)信息的基礎(chǔ)上，進(jìn)一步根據(jù)上下文的邏輯關(guān)系，進(jìn)行分析，推理，概括和歸納，從而選出正確答案。5．閱讀理解 The rough guide to marketing success used to be that you got what you paid for. No longer. While traditional, paid media, such as television mercials and print advertisements, still play a major role, panies today can exploit many alternative forms of media. Consumers passionate about a product may create earned media by willingly promoting it to friends, and a pany may leverage owned media by sending alerts about products and sales to customers registered with its Web site. The way consumers approach the process of making purchase decisions means that marketing39。s impact stems from a broad range of factors beyond conventional paid media. Paid and owned media are controlled by marketers promoting their own products. For earned media, such marketers act as the initiator for users39。 responses. But in some cases, one marketer39。s owned media bee another marketer39。s paid media for instance, when an emerce retailer sells ad space on its Web site. We define such sold media as owned media whose traffic is so strong that other organizations place their content or emerce engines within that environment. This trend, which we believe is still in its infancy, effectively began with retailers and reavel providers such as airlines and hotels and will no doubt go further. Johnson amp。 Johnson, for example, has created Baby Center, a standalong media property that promotes plementary and even petitive products. Besides generating ine, the presence of other marketers makes the site seem objective, gives panies opportunities to learn valuable information about the appeal of other panies marketing, and may help expand user traffic for all panies concerned. The same dramatic technological changes that have provided marketers with more and more diverse munications choices have also increased the risk that passionate consumers will voice their opinions in quicker, more visible, and much more damaging ways. Such hijacked media are the opposite of earned media: an asset or campaign bees hostage to consumers, other stakeholders, or activists who make negative allegations about a brand or product. Members of social networks, for instance, are learning that they can hijack media to apply pressure on the business that originally created them. 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. 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(yīng)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(diǎn)。 （1）考查細(xì)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(duì)產(chǎn)品充滿(mǎn)熱情的消費(fèi)者可能會(huì)通過(guò)主動(dòng)向朋友推銷(xiāo)產(chǎn)品來(lái)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(yíng)銷(xiāo)人員提供了越來(lái)越多的交流選擇，但同時(shí)也增加了這樣一種風(fēng)險(xiǎn)，即熱情的消費(fèi)者會(huì)以更快、更明顯、更具破壞性的方式表達(dá)自己的觀(guān)點(diǎn)。這種被劫持的媒體是口碑媒體的對(duì)立面：一項(xiàng)資產(chǎn)或活動(dòng)成為消費(fèi)者、其他利益相關(guān)者或?qū)δ硞€(gè)品牌或產(chǎn)品提出負(fù)面指控的活動(dòng)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(duì)最初創(chuàng)建它們的企業(yè)施加壓力。由此可知，當(dāng)口碑媒體被某些人所劫持，轉(zhuǎn)化為劫持媒體的時(shí)候，就會(huì)影響企業(yè)，從而對(duì)企業(yè)營(yíng)銷(xiāo)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(duì)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(fèi)者會(huì)試圖說(shuō)服他人抵制產(chǎn)品，從而使目標(biāo)公司的聲譽(yù)面臨風(fēng)險(xiǎn)。在這種情況下，公司的反應(yīng)可能不夠迅速或周到，那么公司就會(huì)變得很困難。而下文以Toyota Motor（該公司在今年早些時(shí)候的召回危機(jī)中采取了相對(duì)迅速和精心策劃的社交媒體應(yīng)對(duì)行動(dòng)，包括在Twitter和Facebook等網(wǎng)站上直接與消費(fèi)者互動(dòng)，從而減輕了部分損失）為例，則展示了當(dāng)發(fā)生“劫持媒體”這種情況時(shí)，如果應(yīng)對(duì)迅速得當(dāng)，那么就可以減輕損失。因此，Toyota Motor是一個(gè)有效應(yīng)對(duì)被綁架媒體的例子。故選A。 【點(diǎn)評(píng)】本題考點(diǎn)涉及細(xì)節(jié)理解和推理判斷兩個(gè)題型的考查，是一篇介紹類(lèi)閱讀，考生需要準(zhǔn)確掌握細(xì)節(jié)信息，并根據(jù)上下文進(jìn)行邏輯推理，從而選出正確答案。6．閱讀理解 Do you know that junk food isn39。t healthy? Of course you do! Do you eat it anyway? Of course you do! But a new study shows teaching adolescents about the ways food panies fool them into thinking junk food is cool can encourage kids to fight back—by eating healthier. The pull of junk food can be superstrong. It39。s designed to tasty。 which makes eating well one of the great health challenges of our time. Everyone from doctors to the government has been trying to handle it. Yet we keep eating junk food. Professor Christopher Bryan says, Food panies want you to want junk food. They spend millions of dollars ing up with