1 . Just five one-hundredths of an inch thick, light golden in color and with a perfect “saddle curl,” the Lay’s potato chip seems an unlikely weapon for global domination. But its maker, Frito-Lay, thinks otherwise. “Potato chips are a snack food for the world,” said Salman Amin, the company’s head of global marketing. Amin believes there is no corner of the world that can resist the charms of a Frito-Lay potato chip.
Frito-Lay is the biggest snack maker in America, owned by PepsiCo. and accounts for over half of the parent company’s $3 billion annual profits. But the U.S. snack food market is largely saturated, and to grow, the company has to look overseas.
Its strategy rests on two beliefs: first a global product offers economies of scale with which local brands cannot compete. And second, consumers in the 21st century are drawn to “global” as a concept. “Global” does not mean products that are consciously identified as American, but ones that consumers-especially young people-see as part of a modern, innovative world in which people are linked across cultures by shared beliefs and tastes. Potato chips are an American invention, but most Chinese, for instance, do not know that Frito-Lay is an American company. Instead, Riskey, the company’s research and development head, would hope they associate the brand with the new world of global communications and business.
With brand perception a crucial factor, Riskey ordered a redesign of the Frito-Lay logo. The logo, along with the company’s long-held marketing image of the “irresistibility” of its chips, would help facilitate the company’s global expansion.
The executives acknowledge that they try to swing national eating habits to a food created in America, but they deny that amounts to economic imperialism. Rather, they see Frito-Lay as spreading the benefits of free enterprise across the world. “We’re making products in those countries, we’re adapting them to the tastes of those countries, building businesses and employing people and changing lives.” said Steve Reinemund, PepsiCo’s chief executive.
1. It is the belief of Frito-Lay’s head of global marking that ________.| A．potato chips can hardly be used as a weapon to dominate the world market |
| B．their company must find new ways to promote domestic sales |
| C．the light golden color enhances the charm of their company’s potato chips |
| D．people the world over enjoy eating their company’s potato chips |
| A．consumers worldwide today are attracted by global brands |
| B．local brands cannot compete successfully with American brands |
| C．products suiting Chinese consumers’ needs bring more profits |
| D．products identified as American will have promising market value |
| A．To suit changing tastes of young consumers. |
| B．To promote the company’s strategy of globalization. |
| C．To change the company’s long-held marketing image. |
| D．To compete with other American chip producers. |
| A．won’t affect the eating habits of the local people |
| B．will lead to economic imperialism |
| C．will be in the interest of the local people |
| D．won’t spoil the taste of their chips |
The boom of live-streaming video and e-commerce platforms in China has attracted many social influencers, or Internet celebrities (名人), to advertise certain brands and products. The number of influencers and their fans is increasing. In 2018, sales based on live-streaming marketing amounted to more than 100 billion yuan ($14.3 billion), up by almost 400 percent year on year. Influencer marketing is making itself a force that can't be ignored.
However, a growing number of cases of influencers making fools of themselves while advertising products are shedding light on a pressing issue. While earning huge profits, some influencers are turning a blind eye to the quality of the products they are pitching For example, an online celebrity, who once sold 15,000 lipsticks within five minutes and was dubbed ''the king of lipsticks'', met his Waterloo in a recent live stream when promoting a non-stick pan. The audience could see that the fried egg was firmly sticking to the pan. This and other incidents of Internet celebrity marketing have sparked heated discussions online and in many media outlets.
Some people believe that in the era of the Internet celebrity and fan economy, influencer marketing is actually not to blame, but there must be a bottom line for what can and cannot be done. Some others view this incident and the sensation it has caused as an opportunity for this business to be standardized.
【写作内容】
1. 用约30词概括上述信息的主要内容；
2. 用约120词发表你的观点，内容包包括：
（1）谈谈你对“网络名人营销”这一现象的看法（至少两点）；
（2）如何规范网络名人的营销行为？简要说说你的意见或建议（至少两点）。
【写作要求】
1. 写作过程中不能直接引用原文语句；
2. 作文中不能出现真实姓名和学校名称；
3. 不必写标题。
【评分标准】
内容完整，语言规范，语篇连贯，词数适当。
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3 . It’s that time of the year again, when Apple fans go crazy about the release (发行) of the new iPhone. The new model, which will be released in the Chinese mainland later this year, is a little bit longer than the iPhone4S.
Although the size changed, the model is actually thinner and lighter than last one. It comes with a high-resolution “retina” screen that’s sharper than the 4S, according to Apple.
So far, demand for the iPhone5 has been higher than expected (预计的), with 2 million pre-orders (预定) made in the first 24 hours. But while the new phone excited many people, it also left a lot of people disappointed (失望). Mat Honan called the iPhone5 “completely amazing and very boring”. “Though we’ve reached the sixth iPhone, things have got so good that Apple does not change very much any more,” he said. “And so you get the iPhone5, which looks like a longer, thinner one of the iPhone4.”
When Steve Jobs introduced the iPhone back in 2006, it won praise from all over the world. Similar praise was given to Apple when it introduced the first iPad in 2010.
However, recent smart-phone designs have failed to satisfy people as much. Stephen Shankland said “it’s time to lower your expectations (期望).” This is because we have entered a time where it is harder for phone designers to come up with better ideas and changes. It could be some time before someone comes up with the next big idea.
1. Apple fans are going crazy because of______.| A．the size of the new phone | B．the release of iPhone5 |
| C．the length of the new phone | D．the sharper screen |
| A．size | B．screen |
| C．weight | D．colour |
| A．The iPhone5 is known to few people in the Chinese mainland. |
| B．The iPhone5 hasn't won the same praise as the first iPhone. |
| C．So far, two million people have pre-ordered the iPhone5. |
| D．People don’t have any expectations for the coming iPhone6. |
| A．has not improved much | B．has nothing amazing |
| C．is not as good as the iPhone4S | D．looks more beautiful |
| A．The iPhone in 2006 and the first iPad were failures in the end. |
| B．There is still a long way to go to design a better iPhone. |
| C．The new iPhone5 impressed lots of people and was popular. |
| D．Stephen Shankland thought the iPhone5 is good enough. |
4 . I was desperately nervous about becoming car-free. But eight months ago our car was hit by a passing vehicle and it was destroyed. No problem, I thought: we’ll buy another. But the insurance payout didn’t even begin to cover the costs of buying a new car－I worked out that, with the loan, we’d need plus petrol, insurance, parking permits and tax, we would make a payment as much as £600 a month.
And that’s when I had my fancy idea. Why not just give up having a car at all? I live in London. We have a railway station behind our house, a tube station 10 minutes’ walk away, and a bus stop at the end of the street. A new car club had just opened in our area, and one of its shiny little red Peugeots was parked nearby. If any family in Britain could live without a car, I reasoned, then surely we were that family.
But my new car-free idea, sadly, wasn’t shared by my family. My teenage daughters were horrified. What would their friends think about our family being “too poor to afford a car”? (I wasn’t that bothered what they thought, and I suggested the girls should take the same approach.)
My friends, too, were astonished at our plan. What would happen if someone got seriously ill overnight and needed to go to hospital? (an ambulance) How would the children get to and from their many events? (buses and trains) People smiled as though this was another of my mad ideas, before saying they were sure I’d soon realize that a car was a necessity.
Eight months on, I wonder whether we’ll ever own a car again. The idea that you “have to” own a car, especially if you live in a city, is all in the mind. I live—and many other citizens do too—in a place that has never been better served by public transport, and yet car ownership has never been higher. We worry about rising car costs, but we’d be better off asking something much more basic: do I really need a car? Certainly the answer is no, and I’m a lot richer because I dared to ask the question.
1. The author decided to live a car-free life partly because ______.| A．most families chose to go car-free |
| B．he was hurt in a terrible car accident |
| C．the cost of a new car was too much |
| D．the traffic jam was unbearable for him |
| A．Supportive. | B．Disapproving. |
| C．Optimistic. | D．Unconcerned. |
| A．Argue against it. | B．Take their advice. |
| C．Think it over. | D．Leave it alone. |
| A．Life cannot go without a car. |
| B．Life without a car is a little bit hard. |
| C．His life gets improved without a car. |
| D．A car-free life does not suit everyone. |
