1 . The cola wars became a cultural phenomenon. Credit for that goes to Donald Kendall, PepsiCo's brilliant former boss, who died on September 19th aged 99. A gifted salesman, he rose quickly through the ranks from his start on the bottling line to become the firm's top sales and marketing executive at the young age of 35.
Seven years later he was named CEO. In 1974 he invested in the Soviet Union, which allowed Pepsi to become the first Western product to be legally sold behind the iron curtain. By the time he resigned as boss in 1986, PepsiCo's sales had shot up nearly 40 times, to $ 7.6 billion. His legacy continues to shape the industry.
Mr. Kendall offered a mix of strategic vision, principled leadership and marketing talent. Two years after taking charge he acquired Frito-Lay, a leading producer of snacks, giving PepsiCo an advantage of diversity that continues to this day. PepsiCo brought in $ 67 billion last year in sales compared to Coca-Cola's $ 37 billion.
But his most famous move was the all-out marketing blitz (闪电战) against Coca-Cola, long the global market leader in non-alcoholic drinks. The two firms had competed for decades, but they mostly fought low-grade battles. Mr. Kendall changed that, by forcing both companies into an advertising arms race. In 1975 Coca-Cola spent around $ 25 million on advertising and PepsiCo some $18 million. By 1985 those figures had shot up to $ 72 million and $ 57 million, respectively. In 1995 Pepsi outspent Coke by $112 million to $ 82 million.
This was a risky strategy for both cola competitors but it paid off by helping non-alcoholic drinks win a greater "share of throat". Last year Coca-Cola and PepsiCo remained in the leading position as usual. Also, the cola wars benefited both companies by turning them into "the world's best marketers". Today a decades-long addiction to cut-price quantity growth has been replaced by a focus on income and profits.
1. What was Donald Kendall's first position in PepsiCo?| A．CEO. | B．A worker. | C．A salesman. | D．Marketing executive. |
| A．PepsiCo has always been ahead of Coca-cola in sales. |
| B．Coca-Cola preferred low-grade battles to marketing wars. |
| C．Coca-Cola bought a snack firm to enrich its product diversity. |
| D．PepsiCo spent $ 30 million more than Coca-cola in advertising in 1995. |
| A．To prove the success of both Cola companies in advertising products. |
| B．To suggest both Cola companies spent too much money in advertising. |
| C．To describe how PepsiCo got ahead of Coca-Cola in the fierce marketing wars. |
| D．To confirm marketing wars between the Cola companies were a wise move. |
| A．Donald Kendall was to blame for the cola cultural phenomenon. |
| B．Donald Kendall was the most successful boss in PepsiCo history. |
| C．Donald Kendall started the cola blitz wars and achieved great success. |
| D．Donald Kendall's marketing strategies benefited both Cola companies. |
2 . The great recession may be over,but this era of high joblessness is probably beginning.Before it ends,it will likely change the life course and character of a generation of young adults.And eventually,it is likely to reshape our politics,our culture,and the character of our society for years.
No one tries harder than the jobless to find silver linings in this national economic disaster. Many said that unemployment, while extremely painful, had improved them in some ways: they had become less materialistic and more financially prudent(节俭的); they were more aware of the struggles of others. In limited respects, perhaps the recession will leave society better off. At the very least, it has awoken us from our national fever dream of easy riches and bigger houses, and put a necessary end to an era of reckless(鲁莽的) personal spending.
But for the most part,these benefits seem thin,uncertain,and far off.In The Moral Consequences of Economic Growth,the economic historian Benjamin Friedman argues that both inside and outside the U.S.,lengthy periods of economic stagnation or decline have almost always left society more mean-spirited and less inclusive,and have usually stopped or reversed the advance of rights and freedoms.Anti-immigrant sentiment typically increases,as does conflict between races and classes.
Income inequality usually falls during a recession, but it has not shrunk in this one. Indeed,this period of economic weakness may reinforce class divides, and decrease opportunities to cross them-especially for young people. The research of Till Von Wachter, the economic at Columbia University, suggests that not all people graduating into a recession see their life chances dimmed: those with degrees from elite(精英) universities catch up fairly quickly to where they otherwise would have been if they had graduated in better times;it is the masses beneath them that are left behind.
In the Internet age, it is particularly easy to see the resentment that has always been hidden within American society. More difficult, in the moment, is discerning precisely how these lean times are affecting society's character. In many respects, the U.S. was more socially tolerant entering this recession than at any time in its history, and a variety of national polls on social conflict since then have shown mixed results. We will have to wait and see exactly how these hard times will reshape our social fabric(组织). But they certainly will reshape it,and all the more so the longer they extend.
1. By saying "to find silver linings" (Para.2) the author suggests that the jobless try to_____.| A．seek help from the government |
| B．explore reasons for the unemployment |
| C．make profits from the troubled economy |
| D．look on the bright side of the recession |
| A．impose a heavy burden on immigrants |
| B．bring out more evils of human nature |
| C．promote the advance of rights and freedoms |
| D．ease conflicts between races and classes |
| A．lag behind the others due to decreased opportunities |
| B．catch up quickly with experienced employees |
| C．see their life chances as dimmed as the others |
| D．recover more quickly than the others |
| A．certain | B．positive |
| C．unimportant | D．destructive |
3 . The United States has about 475,000 school buses — all painted yellow. Each day they carry more than 25,000,000 children, half of all schoolchildren in the country. But these buses, on average, use four liters of diesel ( 柴油) fuel to travel less than sixteen kilometers. When the school year began last fall, diesel averaged 55 cents a liter nationally. The price nearly doubled, to a dollar and 8 cents, by the end of school in June.
Bob Riley speaks for the American School Bus Council. He says fuel prices for schools are not much lower than others have to pay. As a result, schools are looking for ways to reduce transportation costs. Bus routes are being redrawn or, in some cases, canceled. Some areas are buying buses that use natural gas or other alternative fuels. Other steps include fewer field trips and less travel by sports teams. And some school districts may end any bus service not required by law.
Studies show that school buses are the safest form of transportation to and from school. The American School Bus Council says cuts in bus service are bad for children and possibly the environment. It says removing buses from the road will mean an increase in other vehicles transporting students. Spokesman Bob Riley says another concern is that reducing bus services might reduce attendance.
But it could also get more children to walk or bicycle to school. And that would surely make people happy at the National Center for Safe Routes to School. More kids walking or biking safely to school is the aim of a three-year-old federal program, part of an international movement. The goal is to increase physical activity and reduce air pollution. The United States will celebrate Walk to School Day on October eighth this year. But for some students, high fuel prices could make every day a walk-to-school day.
1. What does this passage mainly tell us?| A．High fuel prices’ influences on school buses. |
| B．New measures to transport school students. |
| C．The safest form of student transportation. |
| D．The origin of Walk to School Day. |
| A．changing some bus routes |
| B．stopping some bus routes |
| C．asking parents to drive children to and from school |
| D．using other types of fuels |
| A．save more fuels and diesel for the country |
| B．keep the children safe on their way to school |
| C．make the children live a simple life |
| D．keep the children healthy and the environment clean |
4 . Many factories and businesses around the globe have been struggling to deal with the severe economic realities of the recession(衰退), so they are having their employees take compulsory unpaid leave to save money. For some workers, their salaries have been cut by 20 percent, forced to stay home one out of every five working days. For some businesses, though, the economic downturn is actually a goldmine.
Instead of going out to fancy restaurants to dine with the whole family, many choose to stay at home. "People are eating out less and staying home more, which is driving our sales," reports Domino's Pizza chief manager Chris Moore. Pizza is very popular, and it is also very affordable for a family that has little extra money to spare. Domino's business in England rose 15 percent in the first six weeks this year compared with the previous year. Moore believes that the customers now will remain loyal when the financial situation rights itself. "By exceeding(超越) their expectations in terms of product quality and speed of delivery... these customers will stay with Domino's when the economy becomes better." said Moore.
Delivered pizza is not the only winner in the stay-at-home economy. Almost all online games have been reporting record-high income since the middle of 2008. Online games are designed to enable players to let off steam by interacting with each other socially in the comfort of their own homes. A Shanghai-based online game producer recently joked: "The game businesses are worried about economic recovery."
Another business that has boomed during the recession is camping equipment. Luxury vacations for families are down, but people still want to get away from their dull lives. This means that sales of tents, sleeping bags, and other outdoor equipment have gone up as families are trying to still have fun even though their bank accounts aren't as good as they once were. There have been reports that sales of fishing equipment are on the rise because many people believe this can help lower their grocery bills.
1. What is true about Domino's in economic hard times?| A．It is giving its employees a 20 percent cut. |
| B．It has added four or five new cheaper pizzas. |
| C．It has to close 15 percent of its stores. |
| D．Its business is increasing quite rapidly. |
| A．Save money. |
| B．Free one's feelings. |
| C．Kill another player online. |
| D．Make money from an online game. |
| A．By giving examples. |
| B．By showing a sequence. |
| C．By explaining causes and effects. |
| D．By making comparisons and contrasts. |
| A．Domino's Pizza | B．In-house Economy |
| C．Booming Businesses | D．Economic Recession |
5 . It was close to midnight and it was unusual to see vehicles on the road. However, several trucks pulled over and workers silently unloaded camera equipment and cardboard boxes, and then carried them inside the Morgenson family home.
What took place over the next eight weeks was inspired by a Hollywood movie called The Joneses about a family of marketers who move into a local neighborhood to sell their products secretly to their neighbors. The idea was to test the power of word-of-mouth marketing. By filming a ‘rear’ family in unscripted (无剧本的) situations, my team and I would document how the Morgensons’ circle of friends responded to brands and products the Morgensons bought into their lives.
With the help of 35 video cameras and 25 microphones hidden in side the furniture, the operation done secretly showed something shocking. The most powerful hidden persuader of all isn’t in your TV or on the shelves of your supermarket. It’s a far more important influence that’s around you almost every waking moment: your very own friends and neighbors. There is nothing quite so persuasive as observing someone we respect or admire using a brand or product.
Our analysis also found that the brands the Morgensons used went faster. About one third of the Morgensons’ friends began promoting these same brands to their friends. We also found that the brands their friends were most likely to buy at the Morgensons’ suggestion were the bigger and better-known ones. This proved my thoughts that traditional marketing and secret marketing work well together. The most persuasive advertising strategies are strengthened by word-of-mouth advertising.
Whenever I meet with company managers, I tell them that the people who hold the real marketing power are mouse-clicking consumers and their wide circles of real-life friends. In other words, the people who hold the real power are us.
1. The author and his team went to the Morgenson family home to .| A．visit the Morgensons | B．sell products to them |
| C．shoot a Hollywood movie | D．carry out marketing research |
| A．noticing an advertisement for it on TV |
| B．the product appears repeatedly in a movie |
| C．seeing their friends using the same product. |
| D．someone is promoting it in the supermarket. |
| A．Travel. | B．Business. |
| C．Lifestyle. | D．Entertainment. |
6 . You may not be aware, but digital currency (货币) is a big part of the Internet world. QQ Coins can buy you accessories (配饰) for your QQ images. More importantly, a new digital currency, Bitcoin, is bringing the world’s commerce online.
If you’re traveling, you can spend Bitcoins at restaurants and hotels listed at BitcoinTravel.com. In China, Bitcoins can be used to buy goods at about 134 online shops on Taobao. And at a café named 2nd Place in Beijing, you can even buy fresh coffee with Bitcoins.
So what makes Bitcoin so attractive to investors?
First of all, the Bitcoin system is not controlled by anyone. One central authority cannot make policies to change the value of Bitcoins. The fixed amount of Bitcoins also means they cannot lose value through inflation(通货膨胀), as all forms of paper money have done over time.
In addition, accounts in the Bitcoin system are anonymous and transparent. Users can set up an account easily and track every Bitcoin. All of these features seem to make Bitcoins immune(有免疫力的) from loss, but that is not entirely true.
“The value of Bitcoins can vary wildly as no central government makes the price of them steady. If the value drops suddenly, investors cannot get any compensation(赔偿),” Zhao Qingming, a senior researcher at China Construction Bank, told China Economic Weekly. And Bitcoins, unlike company shares, are not backed by any tangible assets（有形资产）, which also adds to their risk.
While China will not recognize the digital currency anytime soon, Xinhua said, lawmakers and officials at a hearing on Nov. 18 in the US made positive comments about Bitcoin.
Ben Bernanke, outgoing chairman of the Federal Reserve, told the Washington Post that “these types of creations, such as Bitcoin… may hold long-term promise, particularly if its system promote a faster, more secure and more efficient payment system.”
1. Bitcoin is ______.| A．actually exactly like QQ Coins | B．only used online |
| C．a new currency used both online and in real life | D．a country’s new digital currency. |
| A．online goods | B．goods at 134 online shops on Taobao |
| C．books in physical shops | D．coffee at a café named 2nd Place |
| A．the value of it can rise and fall wildly. |
| B．It cannot lose value through inflation. |
| C．Every bitcoin in your account can be followed. |
| D．It can even be used at some specific restaurants and hotels. |
The report measured a city’s housing market along the following guidelines. An “affordable” home required three times or less of the average family’s income to purchase. At four times earnings, a home fell into the “unaffordable” category. And a “seriously unaffordable” home needed five times a family’s income. In Australia, homes in the least affordable city cost just about 9.5 times the average income. Sydney, Perth, and Melbourne were only a little under this figure．
Australian officials offered little comment, apart from a general statement on the dismal findings. These prices make the possibility that many Australians will one day own a home largely unbelievable. Land rationing （配给制） and excessive development charges have raised prices, and the problem will only be solved through urgent action by the Rudd government．
Some American cities were also included on the least affordable list, four of which were in California. America is still involved in a mortgage（抵押）crisis, though, affecting the affordability of homes. Yet a number of US cities garnered “affordable” status, namely Dallas and Kansas. Australia had no cities listed in the top fifty places with affordable homes．
The survey suggests that you can find affordable homes in most places, just not if you’re Australian and choose to live down under．
1. To buy an affordable house, you should pay _____．
| A．3 times or less of the average family’s income |
| B．4 times or less of the average family’s income |
| C．5 times or less of the average family’s income |
| D．9.5 times or less of the average family’s income |
| A．The rising family’s income． |
| B．The demand over supply. |
| C．The excessive development charges． |
| D．The decrease of land． |
| A．cheerful | B．satisfactory |
| C．difficult | D．sad |
| A．Affordable Houses | B．A House is a Dream First |
| C．Housing Bubble | D．Homes Too Expensive |
