当前位置:考试网  > 试卷库  > 外语类  > 雅思  > 阅读  > 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.
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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.

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正确答案:

1.答案:(freshly baked) bread.

2.答案:expensive.

3.答案:impulse buying.

4.答案:other (tempting) goods/things/products.

5.答案:screen.

6.答案:discounts.

答案解析:

暂无解析

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-----No.I________afootballgame.

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SellingDigitalMusicwithoutCopy-protectionMakesSense

A. Itwasuncharacteristicallylow-keyfortheindustry’sgreatestshowman.ButtheessaypublishedthisweekbySteveJobs,thebossofApple,onhisfirm’swebsiteundertheunassumingtitle“ThoughtsonMusic”hasnonethelessprovokedavigorousdebateaboutthefutureofdigitalmusic,whichAppledominateswithitsiPodmusic-playerandiTunesmusic-store.Atissueis“digitalrightsmanagement”(DRM)—thetechnologyguardingdownloadedmusicagainsttheft.SincethereisnocommonstandardforDRM,italsohastheside-effectthatsongspurchasedforonetypeofmusic-playermaynotworkonanother.Apple’sDRMsystem,calledFairPlay,isthemostwidespread.SoitcameasasurprisewhenMr.JobscalledforDRMfordigitalmusictobeabolished.

B. ThisisachangeoftackforApple.IthascomeunderfirefromEuropeanregulatorswhoclaimthatitsrefusaltolicenseFairPlaytootherfirmshas“lockedin”customers.SincemusicfromtheiTunesstorecannotbeplayedonnon-iPodmusic-players(atleastnotwithoutalotoffiddling),anyiTunesbuyerwillbedeterredfromswitchingtoadevicemadebyarivalfirm,suchasSonyorMicrosoft.WhenFrenchlawmakersdraftedabilllastyearcompellingAppletoopenupFairPlaytorivals,thecompanywarnedof“state-sponsoredpiracy”.OnlyDRM,itimplied,couldkeepthepiratesatbay.

C. ThisweekMr.JobsgaveanotherexplanationforhisformerdefenceofDRM:therecordcompaniesmadehimdoit.TheywouldmaketheirmusicavailabletotheiTunesstoreonlyifAppleagreedtoprotectitusingDRM.TheycanstillwithdrawtheircataloguesiftheDRMsystemiscompromised.ApplecannotlicenseFairPlaytoothers,saysMrJobs,becauseitwoulddependonthemtoproducesecurityfixespromptly.AllDRMdoesisrestrictconsumerchoiceandprovideabarriertoentry,saysMrJobs;withoutittherewouldbefarmorestoresandplayers,andfarmoreinnovation.So,hesuggests,whynotdoawaywithDRMandsellmusicunprotected?“Thisisclearlythebestalternativeforconsumers,”hedeclares,“andApplewouldembraceitinaheartbeat.”

D. Whythesuddenchangeofheart?MrJobsseemschieflyconcernedwithgettingEurope’sregulatorsoffhisback.RatherthancomplainingtoAppleaboutitsuseofDRM,hesuggests,“thoseunhappywiththecurrentsituationshouldredirecttheirenergiestowardspersuadingthemusiccompaniestoselltheirmusicDRM-free.”Twoandahalfofthefourbigrecordcompanies,hehelpfullypointsout,areEuropean-owned.MrJobsalsohopestopainthimselfasaconsumerchampion.AppleresentsaccusationsthatithasbecometheMicrosoftofdigitalmusic.

E. Applecanaffordtoembraceopencompetitioninmusicplayersandonlinestores.Consumerswouldgravitatetothebestplayerandthebeststore,andatthemomentthatstillmeansApple’s.MrJobsisevidentlyunfazedbyrivalstotheiPod.Sinceonly3%ofthemusicinatypicaliTuneslibraryisprotected,mostofitcanalreadybeusedonotherplayerstoday,henotes.(AndeventheprotectedtrackscanbeburnedontoaCDandthenre-ripped.)SoApple’sdominanceevidentlydependsfarmoreonbrandingandeaseofusethanDRM-related“lockin”.

F. ThemusicgiantsaretryingDRM-freedownloads.Lotsofsmallerlabelsalreadysellmusicthatway.Havingseenwhichwaythewindisblowing,MrJobsnowwantstobeseennotasDRM’sdefender,butasaconsumerchampionwhohelpedinitsdownfall.Wouldn’titleadtoasurgeinpiracy?No,becausemostmusicisstillsoldunprotectedonCDs,peoplewishingtostealmusicalreadycandoso.Indeed,scrappingDRMwouldprobablyincreaseonline-musicsalesbyreducingconfusionandincompatibility.Withtheleadingonlinestore,Applewouldbenefitmost.MrJobs’sargument,inshort,istransparentlyself-serving.Italsohappenstoberight.

NotestoReadingPassage1

1.low-key:

抑制的,受约束的,屈服的

2.showman:

开展览会的人,出风头的人物

3.unassuming:

谦逊的,不夸耀的,不装腔作势的

4.iPod:

(苹果公司出产的)音乐播放器

5.iTunesstore:

(苹果公司出产的)在线音乐商店

6.getoffperson’sback:

不再找某人的麻烦,摆脱某人的纠缠

7.gravitate:

受吸引,倾向于

8.unfazed:

不再担忧,不被打扰

Questions1-7

DothefollowingstatemetsreflecttheclaimsofthewriterinReadingPassage1?

WriteyouranswerinBoxes1-7onyouranswersheet.

TRUEifthestatementrefletstheclaimsofthewriter

FALSEifthestatementcontradictstheclaimsofthewriter

NOTGIVENifitisimpossbiletosaywhatthewriterthinksaboutthis

1.AppleenjoysacontrollingpositionindigitalmusicmarketwithitsiPodmusic-playerandiTunesmusic-store.

2.DRMisagovernmentdecreeissuedwithapurposetoprotectdownloadedmusicfromtheftbyconsumers.

3.LackofstandardizationinDRMmakessongsboughtforonekindofmusicplayermaynotfunctiononanother.

4.ApplehasbeencriticizedbyEuropeanregulatorssinceithasrefusedtograntalicenseFairPlaytootherfirms.

5.Allmusiccanbeeasilyplayedonnon-iPodmusicdevicesfromSonyorMicrosoftwithouttoomuchfiddling.

6.AppledependsfarmoreonDRMratherthanbrandingforitsdominanceofthedigitalmusicdevices.

7.IfDRMwascancelled,Sonywouldcertainlydominatetheinternationaldigitalmusicmarket.

Questions8-10

ChoosetheappropriatelettersA-Dandwritetheminboxes8-10onyouranswesheet.

8.WhichofthefollowingstatementsaboutMr.Jobs’ideaofDRMisNOTTRUE?

A.DRMplacesrestrictionsonconsumer’choiceofdigitalmusicproductsavailable.

B.DRMcomplesiTunesbuyerstoswitchtoadevicemadebySonyorMicrosoft.

C.DRMconstitutesabarrierforpotentialconsumerstoenterdigitalmusicmarkets.

D.DRMhindersdevelopmentofmorestoresandplayersandtechnicalinnovation.

9.Theword“unfazed”inline3ofparagraphE,means___________.

A.refused

B.welcomed

C.notbothered

D.notwellreceived

10.WhichofthefollowingstatementsisTRUEifDRMwasscapped?

A.Sonywouldgainthemostprofit.

B.Morecustomerswouldbe“lockedin”.

C.Asuddenincreaseinpiracywouldoccur.

D.Online-musicsaleswouldprobablydecrease.

Questions11-14

Completethenotesbelow.

ChooseNOMORETHANTHREEWORDSfromReadingPassage1foreachanswer.

Writeyouranswersinboxes11-14onyouranswersheet.

Mr.SteveJobs,thebossofApple,explainsthereasonwhyheusedtodefendDRM,sayingthatthecompanywasforcedtodoso:therecordcompanieswouldmaketheirmusicaccessibleto…11...onlyiftheyagreedtoprotectitusingDRM;theycanstill…12…iftheDRMsystemiscompromised.HealsoprovidesthereasonwhyAppledidnotlicenseFairPlaytoothers:thecompanyreliesonthemto…13….ButnowhechangeshismindwithapossibleexpectationthatEurope’sregulatorswouldnottroublehimanymoreinthefuture.Heproposesthatthosewhoareunsatisfactorywiththecurrentsituationindigitalmusicmarketshould…14…towardspersuadethemusiccompaniestoselltheirmusicDRM-free.

-----Wouldyoumindmyusingyourpen?

-----_______________.

Tobeginwith,"muzak"(音乐广播网)wasintendedsimplytocreateasoothing(安慰)atmosphere.Recently,however,it'secomebigbusiness—thanksinparttorecentresearch.Dr.RonaldMilliman,anAmericanmarketingexpert,hasshownthatmusiccanboostsalesorincreasefactoryroductionbyasmuchasathird.But,ithastobelightmusic.Afastonehasnoeffectatallonsales.Slowmusiccanincreasereceiptsby38%.Thisisprobablybecauseshoppersslowdownandhavemoreopportunitytospotitemstheyliketobuy.Yet,slowmusicisn'talwaysanswer.Dr.Millimanfound,forexample,thatinrestaurantsslowmusicmeantcustomerstooklongertoeattheirmeals,whichreducedoverallsales.Sorestaurantsownersmightbewelladvisedtoplayup-tempomusictokeepthecustomersmoving—unlessofcourse,theresultingindigestionleadstocomplaints!

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1.Thereasonwhybackgroundmusicissopopularisthat______.

A.itcanhaveapowerfuleffectonthosewhohearit

B.itcanhelptocreateasoothingatmosphere

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A.lightmusicthatcustomersenjoymostB.fastmusicthatmakespeoplemovefast

C.slowmusicthatcanmakecustomersenjoytheirmeals

D.themusicyouarelisteningtowhileyouaredoingomething

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B.itincreasestheirsales

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