【正文】 elevision 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。 Paid and owned media are controlled by marketers promoting their own products. For earned media, such marketers act as the initiator for users39。s owned media bee another marketer39。 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. 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。obsessed with online shopping at certain Web sitesB.eager to help their friends promote quality productsD.invite constant conflicts with passionate consumersB.may be responsible for fiercer petitionD.s experience is cited as an example of ________. A.persuading customers into boycotting productC.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)。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)品充滿熱情的消費(fèi)者可能會(huì)通過(guò)主動(dòng)向朋友推銷產(chǎn)品來(lái)創(chuàng)造“口碑”媒體。 （2）考查推理判斷。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)。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)銷產(chǎn)生不利的影響。 （3）考查推理判斷。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)。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。故選A。4．閱讀理解 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。 Thompson39。 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 iss 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。 Umhlanga Rocks, Durbans beachfront shops, restaurants and bars. 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。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 Beach, Port Alfred.（2）What39。 （1）考查細(xì)節(jié)理解。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。故選A。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。 （3）考查細(xì)節(jié)理解。故選B。5．閱讀理解 t even be a subject. We39。 I was told by advisers that dance and drama wouldn39。d get bored of dance and switch to science within the first month. The education secretary Nicky Morgan has put emphasis on (強(qiáng)調(diào)) science, technology, engineering and maths (STEM), saying that students who focus on the arts risk their careers. Stopping young people from expressing themselves at such a young age is not doing them any favours. Perhaps Nicky Morgan has forgotten to open the door of having a drive to study that subject day in, day out. It shouldn39。 I don39。m not good at and don39。t want a career in these areas.t even imagine how it feels to be told that you don39。 To the teachers, the parents, the government I say: Let children make their own decisions. Let them live in the present. Let them have a real, unlimited education.（1）How does the boy in maths feel about dance? A.Difficult.C.Important.（2）After the author took GCSE dance, she ________ A.B.turned to other subjectsD.She encourages students to learn soft subjects.B.She underlines the importance of STEM subjects.D.s the present situation of arts subjects? A.They are taught by nonprofessionals.C.D.而作者卻認(rèn)為藝術(shù)課給了她歸屬感，是使她不斷奮斗的動(dòng)力源泉。根據(jù)第一段中的”The easy ones: the stupid girls at the bottom take them. Like dance. It shouldn39。就像跳舞?？芍?，學(xué)數(shù)學(xué)的男孩認(rèn)為舞蹈沒(méi)有用處。 （2）考查細(xì)節(jié)理解。故選B。根據(jù)第四段中的”The education secretary Nicky Morgan has put emphasis on science , technology. engineering and maths (STEM)“可知，Nicky Morgan強(qiáng)調(diào)理工學(xué)科的重要性。 （4）考查推理判斷?？芍?，藝術(shù)學(xué)科被認(rèn)為是不重要的，沒(méi)有得到重視。 【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，是一篇教育類閱讀，考生需要準(zhǔn)確捕捉細(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。 Amsterdam is one of the most popular travel destinations in the world, famous for its beautiful canals, top art museums, cycling culture and so on. It is the capital and most populous city in the Netherlands and often referred to as the Venice of the North because of its expansive system of bridges and canals. Here are some of the key points to remember as you plan your trip to Amsterdam.Boom SeasonPopulationLanguage(s)