I____comeyesterday,butIcouldnot.

Howshopscanexploitpeople'sherdmentalitytoincreasesales

1.ATRIPtothesupermarketmaynotseemlikeanexerciseinpsychologicalwarfare—butitis.Shopkeepersknowthatfillingastorewiththearomaoffreshlybakedbreadmakespeoplefeelhungryandpersuadesthemtobuymorefoodthantheyhadintended.Stockingthemostexpensiveproductsateyelevelmakesthemsellfasterthancheaperbutlessvisiblecompetitors.Nowresearchersareinvestigatinghow“swarmintelligence”(thatis，howants，beesoranysocialanimal，includinghumans，behaveinacrowd)canbeusedtoinfluencewhatpeoplebuy.

2.AtarecentconferenceonthesimulationofadaptivebehaviourinRome，Zeeshan-ul-hassanUsmani，acomputerscientistfromtheFloridaInstituteofTechnology，describedanewwaytoincreaseimpulsebuyingusingthisphenomenon.Supermarketsalreadyencourageshopperstobuythingstheydidnotrealisetheywanted:forinstance，byplacingeverydayitemssuchasmilkandeggsatthebackofthestore，forcingshopperstowalkpastothertemptinggoodstoreachthem.MrUsmaniandRonaldoMenezes，alsooftheFloridaInstituteofTechnology，setouttoenhancethistendencytobuymorebyplayingontheherdinstinct.Theideaisthat，ifacertainproductisseentobepopular，shoppersarelikelytochooseittoo.Thechallengeistokeepcustomersinformedaboutwhatothersarebuying.

3.Entersmart-carttechnology.InMrUsmani'ssupermarketeveryproducthasaradiofrequencyidentificationtag，asortofbarcodethatusesradiowavestotransmitinformation，andeverytrolleyhasascannerthatreadsthisinformationandrelaysittoacentralcomputer.Asacustomerwalkspastashelfofgoods，ascreenontheshelftellshimhowmanypeoplecurrentlyintheshophavechosenthatparticularproduct.Ifthenumberishigh，heismorelikelytoselectittoo.

4.MrUsmani's“swarm-moves”modelappealstosupermarketsbecauseitincreasessaleswithouttheneedtogivepeoplediscounts.Anditgivesshoppersthesatisfactionofknowingthattheyboughtthe“right”product—thatis，theoneeveryoneelsebought.Themodelhasnotyetbeentestedwidelyintherealworld，mainlybecauseradiofrequencyidentificationtechnologyisnewandhasonlybeeninstalledexperimentallyinsomesupermarkets.ButMrUsmanisaysthatbothWal-MartinAmericaandTescoinBritainareinterestedinhiswork，andtestingwillgetunderwayinthespring.

5.Anotherrecentstudyonthepowerofsocialinfluenceindicatesthatsalescould，indeed，beboostedinthisway.MatthewSalganikofColumbiaUniversityinNewYorkandhiscolleagueshavedescribedcreatinganartificialmusicmarketinwhichsome14,000peopledownloadedpreviouslyunknownsongs.Theresearchersfoundthatwhenpeoplecouldseethesongsrankedbyhowmanytimestheyhadbeendownloaded，theyfollowedthecrowd.Whenthesongswerenotorderedbyrank，butthenumberoftimestheyhadbeendownloadedwasdisplayed，theeffectofsocialinfluencewasstilltherebutwaslesspronounced.Peoplethusfollowtheherdwhenitiseasyforthemtodoso.

6.InJapanachainofconvenienceshopscalledRanKingRanQueenhasbeenorderingitsproductsaccordingtosalesdatafromdepartmentstoresandresearchcompanies.Theshopssellonlythemostpopularitemsineachproductcategory，andtherankingsareupdatedweekly.Icosystem，acompanyinCambridge，Massachusetts，alsoaimstoexploitknowledgeofsocialnetworkingtoimprovesales.

7.Andthepsychologythatworksinphysicalstoresisjustaspotentontheinternet.OnlineretailerssuchasAmazonareadeptattellingshopperswhichproductsarepopularwithlike-mindedconsumers.Evenintheprivacyofyourhome，youcanstillbepartoftheswarm.

Questions1-6

Completethesentencesbelowwithwordstakenfromthereadingpassage.UseNOMORETHANTHREEWORDSforeachanswer.

1.Shopownersrealizethatthesmellof_______________canincreasesalesoffoodproducts.

2.Inshops，productsshelvedatamorevisiblelevelsellbettereveniftheyaremore_______________.

3.AccordingtoMr.Usmani，withtheuseof“swarmintelligence”phenomenon，anewmethodcanbeappliedtoencourage_______________.

4.Onthewaytoeverydayitemsatthebackofthestore，shoppersmightbetemptedtobuy_______________.

5.Ifthenumberofbuyersshownonthe_______________ishigh，othercustomerstendtofollowthem.

6.Usingthe“swarm-moves”model，shopownersdonothavetogivecustomers_______________toincreasesales.

SectionD

Evenifyougetworkdoneandgenerallygetalongwithco-workers,youcouldhavehabitsthatbugyourboss(nottomentionyourofficemates).Whilethesequirksmaynotnecessarilygetyoufired,theycertainlycankeepyoufromclimbingthecorporateladder.We’veuncoveredanumberofhabitsthatbugyourbossandoffertipsonhowtoavoidthem.

AccordingtoLaRhondaEdwards,ahumanresourcesmanagerwiththirteenyearsofHRexperience,tardinessisoneofthebiggestconcernsformanagers.“Ifthenormalworkdaystartsat8o’clock,thentheexpectationisthatyou’reintheofficereadytostartyourday,”sheexplains.Heradvicetothechronicallylate?“Planahead,”sheurges.“Ifyoulive50minutesaway,youdon’tleave50minutesearly.Tagonextratimeandanticipateroadblocks.”Somepeopleevensettheirclocksafewminutesearlytoensurethatthey’reontime.Differentbossespreferdifferentmodesofcommunication.LindseyPollak,aworkplaceexpertandauthorofGettingfromCollegetoCareer,saysifyoutextyourbossandsheprefersin-personmeetings,“eitheryourinformationwon’tgetacrossoryou’llirritate[her].”Fortunately,there’sasimplefix:askyourbosshowandwhentosendupdates.Ifyou’retooshytoaskoutright,thenPollaksuggestsobservinghowtheycommunicatewithyou.“Ifyouhaveabosswhocommunicatesonceadaybyemail,that’stheboss’preferredfrequencyandmethodofcommunication,”explainsPollak.

Acluttered,messyworkspacecangiveyourbosstheimpressionthatyou’relazyordisorganized,sotrytokeepyourdeskneat.“Neverputmoreonyourdeskthanyou’regoingtoworkonfortheday,”recommendsEdwards.“Attheendoftheday,makesureyousetupforthenextday.Imaybeworkingonfivethingsatonce,butattheendoftheday,they’regone,andIsetupforthenextday.”Mostmanagerswouldratheryouaskaquestionthanmakeamistake,butmanyquestionscanbeansweredonyourown.“IsthissomethingyoucouldGoogleoraskacolleague?”wondersPollak.“Theinternetissovastthatalotofinformationyoucangetyourself.”Ifyoumustapproachyourbosswithaquestionorissue,thenPollakrecommendsbrainstormingbeforehand.“Ratherthansaying‘Thisclientisterrible.WhatshouldIdo?’thinkaboutpotentialsolutions,”shesays.

Cellphonesarepracticallyubiquitousintheworkplacethesedays,butit’sstilldisruptiveanddisrespectfulwhentheygooffduringameeting.Edwardssaysthatyoushould,“putyourcellphoneonvibrateorleaveitinyourownofficesoit’snotadistraction.”Thatwayyouwon’tbetemptedtotexteither

()6.Accordingtothearticle,howmanypiecesofadviceareofferedhere?.

A.TwoB.ThreeC.FourD.Five(B)

()7.Whatisthisarticleabout?.

A.Howtobesuccessfulintheworkplace.

B.Howtocommunicatewithyourboss.

C.Howtoavoidquirksthatannoyyourboss.

D.Howtoutilizeyourmobilephonesatwork.

()8.Whatdoesthephrase“togetacross”inthesentence“…sheprefersin-personmeetings,“eitheryourinformationwon’tgetacrossoryou’llirritate…”ofthesecondparagraphmean?.

A.TobecommunicatedB.Tobepassed

C.TobepromotedD.Tobeanticipated(A)

()9.Accordingtothearticle,whichofthefollowingmodesofcommunicationisthebestwhencommunicatingwithyourboss?.

A.Anywaysyouthinkareappropriate.

B.In-personmeetings.

C.Correspondence.

D.Thewayyourbosscommunicateswithyou.(D)

()10.Whichofthefollowingstatementsisnotmentioned?

A.Employeesshouldpayrespecttotheirbossesanytime.

B.Employeesshouldplanbeforehandsoastoshowupatworkontime.

C.Employeesshouldnotlettheirmobilephonesgooffduringmeetings.

D.Employeesshouldkeeptheirdesksneatandorganized.

TroublewithTeamwork

MaryOwenexaminestheroleandefficiencyofteams

Recruiterssaythatcandidateswhocangiveexamplesofworktheyhavedoneasmembersofasuccessfulteamareinasstrongapositionasthosewhocanpointtosignificantindividualachievement.Indeed,toomuchofthelattermaysuggestthatthepersonconcernedisnota'teamplayer'-oneofthemoreseriousfailingsinthebookofmanagement.

Theimportanceofbeingateamplayerisasideeffectoftheincreasinginteractionacrossdepartmentsandfunctionaldivides.Insteadofpushingreports,paperworkanddecisionsaroundtheorganisation,'teamsprovideadynamicmeetingplacewhereideascanbesharedandexpertisemorecarefullytargetedatimportantbusinessissues,'saysSteveGardner,inhisbookKeyManagementConcepts.Headds,'Globalisationhasaddedafurtherdimensiontoteamwork.Multinationalteamsnowstudypolicydecisionsinthelightoftheirimpactonthelocalmarket.'

Butisteamworkingbeingoverdone?'Somemanagersareonasmanyassevenoreightdifferentteams',saysDrCathyBandy,apsychologistwhorecentlyranaconferenceonthesubject.'Theytakeupsomuchtimethatmanagerscan'tgetonwithcoretasks.'Formingteamsandhavingmeetingshas,shesays,becomeanendinitself,almostregardlessofpurpose.Thereisalsothedangerofanunhealthydesiretokeeptheteamgoingaftertheworkhasbeendone.'Peoplefeeltheneedtobelong,andteammembershipcanprovideakindofpsychologicalsupport.'

Theideabehindteamworkingisthat,whentherightgroupofpeopleisbroughttogether,a'force'developswhichisgreaterthanthesumoftheirindividualtalents.Thisisoftentrueinsport,wheregoodplayerscanreachunexpectedheightsasmembersofaninternationalteam.However,fewbusinesssituationshaveasclearasetofobjectives,orasclearcriteriaofsuccessorfailure,aswinningamatch.

'Inbusiness,everyoneneedstobeclearaboutwhatthechallengeisandwhetherateamistherightwayofapproachingit',saysSteveGardner.'Unfortunately,peoplefocusinsteadonwhothemembersoftheteamshouldbeandwhatrolestheyaretoplay'DrBandyagrees.'Thereisalwaysadangerthatteamscanturnintocommittees,'shesays.'Inalotofsituations,oneortwoindividualswouldbemuchmoreeffective.'

Sowhatmakesasuccessfulteam?Therearesomegeneralqualitiesthathavebeenidentified.SteveGardnerrecommendsthatineveryteamthereshouldbesomeonewhoisgoodatresearchingideasandanotherwhoisgoodatshootingdownimpracticalones.Thereshouldbethosewhocanresolvethetensionsthatnaturallyoccurinateamandotherswhoarefocusedongettingthejobdone.Also,providingaclearandachievabletargetattheoutsetisthebestwayofensuringthattheteamwillmoveontogreaterthings.

13、Whatpointdoesthewritermakeaboutteamworkingatthebeginningofthearticle?

AItisthemostsuccessfulformofmanagement.

BIthaschangedtherecruitmentprocedureincompanies.

CWell-runteamsstillallowindividualstodemonstratetheirtalents.

DBeingateamplayerisnowconsideredanessentialmanagementskill.

14、Accordingtothearticle,teamworkdevelopedwithincompaniesasaresponseto

Amodernofficedesign.

Bchangingworkpractices.

Careductioninadministrativetasks.

Dtheexpansionofinternationalbusiness.

15、Inthethirdparagraph,DrBandysuggeststhat

Amanyemployeesdonotenjoyworkinginteams.

Bsomemanagersarenotveryeffectiveteamleaders.

Csometeamsarecreatedunnecessarily.

Dfewteamsarewellorganised.

16、Accordingtothewriter,teamworkismoreeffectiveinthefieldofsportbecausetheplayers

Aknowwhattheywanttoachieve.

Baremorecompetitivebynature.

Chavemoreindividualtalent.

Dcanbedrivenbynationalpride.

17、SteveGardnerandDrBandyagreethatwhenabusinessteamiscreatedpeopledonotpayenoughattentionto

Athestructureoftheteam.

Balternativestotheteam.

Cselectingtheteammembers.

Ddirectingtheteam'sactivities.

18、WhatisSteveGardner'sadviceonoperatingasuccessfulteam?

AMaintainaflexibleapproachtomembership.

BAllowpersonalitiestodevelopwithintheteam.

CSelectpeoplewhofitnaturallyintocertainroles.

DMakeeveryefforttoavoidconflictbetweenmembers.

Doyouknowthereason____hewaslate?