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.
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.
暂无解析
-----Didyounoticehimcomein?
-----No.I________afootballgame.
Don'twashthosefossils!
StandardmuseumpracticecanwashawayDNA.
1.Washing,brushingandvarnishingfossils—allstandardconservationtreatmentsusedbymanyfossilhuntersandmuseumcuratorsalike—vastlyreducesthechancesofrecoveringancientDNA.
2.Instead,excavatorsshouldbehandlingatleastsomeoftheirbountywithgloves,andfreezingsamplesastheyarefound,dirtandall,concludesapaperintheProceedingsoftheNationalAcademyofSciencestoday.
3.AlthoughmanypalaeontologistsknowanecdotallythatthisisthebestwaytouptheoddsofextractinggoodDNA,Eva-MariaGeigloftheJacquesMonodInstituteinParis,France,andhercolleagueshavenowshownjusthowimportantconservationpracticescanbe.Thisinformation,theysay,needstobehammeredhomeamongthepeoplewhoareactuallyoutinthefielddiggingupbones.
4.Geiglandhercolleagueslookedat3,200-year-oldfossilbonesbelongingtoasingleindividualofanextinctcattlespecies,calledanaurochs.ThefossilsweredugupatasiteinFranceattwodifferenttimes—eitherin1947,andstoredinamuseumcollection,orin2004,andconservedinsterileconditionsat-20oC.
5.Theteam'sattemptstoextractDNAfromthe1947bonesallfailed.Thenewlyexcavatedfossils,however,allyieldedDNA.
6.Becausetheboneshadbeenburiedforthesameamountoftime,andinthesameconditions,theconservationmethodhadtobetoblamesaysGeigl."AsmuchDNAwasdegradedinthese57yearsasinthe3,200yearsbefore,"shesays.
Washin,washout
7.Becausemanypalaeontologistsbasetheirworkontheshapeoffossilsalone,theirmethodsofconservationarenotdesignedtopreserveDNA,Geiglexplains.
8.Thebiggestproblemishowtheyarecleaned.Fossilsareoftenwashedtogetheron-siteinalargebath,whichcanallowwater—andcontaminantsintheformofcontemporaryDNA—topermeateintotheporousbones."NotonlyistheauthenticDNAgettingwashedout,butcontaminationisgettingwashedin,"saysGeigl.
9.MostancientDNAspecialistsknowthisalready,saysHendrikPoinar,anevolutionarygeneticistatMcMasterUniversityinOntario,Canada.Butthatdoesn'tmeanthatbestpracticehasbecomewidespreadamongthosewhoactuallyfindthefossils.
10.GettingholdoffossilsthathavebeenpreservedwiththeirDNAinmindreliesoncloserelationshipsbetweenlab-basedgeneticistsandtheexcavators,sayspalaeogeneticistSvantePbooftheMaxPlanckInstituteforEvolutionaryAnthropologyinLeipzig,Germany.Andthatonlyoccursinexceptionalcases,hesays.
11.Pbo'steam,whichhasbeensequencingNeanderthalDNA,continuallyfacestheseproblems."WhenyouwanttostudyancienthumanandNeanderthalremains,there'sabigissueofcontaminationwithcontemporaryhumanDNA,"hesays.
12.Thisdoesn'tmeanthatallmuseumspecimensarefatallyflawed,notesPbo.TheNeanderthalfossilsthatwererecentlysequencedinhisownlab,forexample,hadbeenpartofamuseumcollectiontreatedinthetraditionalway.ButPboiskeentoseesamplesoffossilsfromeverymajorfindpreservedinlinewithGeigl'srecommendations—justincase.
Warmandwet
13.Geiglherselfbelievesthat,withcooperationbetweenbenchandfieldresearchers,preservingfossilsproperlycouldopenupavenuesofdiscoverythathavelongbeenassumedclosed.
14.Muchhumanculturaldevelopmenttookplaceintemperateregions.DNAdoesnotsurvivewellinwarmenvironmentsinthefirstplace,andcanvanishwhenfossilsarewashedandtreated.Forthisreason,Geiglsays,mostancientDNAstudieshavebeendoneonpermafrostsamples,suchasthewoollymammoth,oronremainsshelteredfromtheelementsincoldcaves—includingcavebearandNeanderthalfossils.
15.Betterconservationmethods,andafocusonfreshfossils,couldboostDNAextractionfrommoredelicatespecimens,saysGeigl.Andthatcouldshedmorelightonthestoryofhumanevolution.
(640wordsnature)
Glossary
Palaeontologists古生物学家
Aurochs欧洲野牛
Neanderthal(人类学)尼安德特人，旧石器时代的古人类。
Permafrost(地理)永冻层
Questions1-6
AnswerthefollowingquestionsbyusingNOMORETHANTHREEWORDSforeachanswer.
1.Howdidpeopletraditionallytreatfossils?
2.WhatsuggestionsdoGeiglandhercolleaguesgiveonwhatshouldbedonewhenfossilsarefound?
3.Whatproblemsmaybeposediffossilbonesarewashedon-site?NameONE.
4.WhatcharacteristicdofossilboneshavetomakethemsusceptibletobecontaminatedwithcontemporaryDNAwhentheyarewashed?
5.Whatcouldbebetterunderstoodwhenconservationtreatmentsareimproved?
6.Thepassagementionedseveralanimalspeciesstudiedbyresearchers.Howmanyofthemarementioned?
Questions7-11
Dothefollowingstatementsagreewiththeinformationgiveninthepassage?PleasewriteTRUEifthestatementagreeswiththewriterFALSEifthestatementdoesnotagreewiththewriterNOTGIVENifthereisnoinformationaboutthisinthepassage.
7.IntheirpaperpublishedintheProceedingsoftheNationalAcademyofSciences，GeiglandhercolleagueshaveshownwhatconservationpracticesshouldbefollowedtopreserveancientDNA.
8.ThefossilbonesthatGeiglandhercolleaguesstudiedareallfromthesameaurochs.
9.Geneticistsdon'thavetoworkonsite.
10.OnlynewlyexcavatedfossilbonesusingnewconservationmethodssuggestedbyGeiglandhercolleaguescontainancientDNA.
11.Paaboisstillworriedaboutthepotentialproblemscausedbytreatmentsoffossilsintraditionalway.
Questions12-13
CompletethefollowingthestatementsbychoosingletterA-Dforeachanswer.
12.“Thisinformation”inparagraph3indicates:
[A]ItiscriticaltofollowproperpracticesinpreservingancientDNA.
[B]ThebestwayofgettinggoodDNAistohandlefossilswithgloves.
[C]Fossilhuntersshouldwearhome-madehammerswhilediggingupbones.
[D]Manypalaeontologistsknowhowoneshoulddointreatingfossils.
13.ThestudyconductedbyGeiglandhercolleaguessuggests:
[A]thefactthatancientDNAcannotberecoveredfromfossilbonesexcavatedinthepast.
[B]thecorrelationbetweentheamountofburyingtimeandthatoftherecoveredDNA.
[C]thepaceatwhichDNAdegrades.
[D]thecorrelationbetweenconservationpracticesanddegradationofDNA.
Roguetheoryofsmellgetsaboost
1.Acontroversialtheoryofhowwesmell,whichclaimsthatourfinesenseofodourdependsonquantummechanics,hasbeengiventhethumbsupbyateamofphysicists.
2.CalculationsbyresearchersatUniversityCollegeLondon(UCL)showthattheideathatwesmellodourmoleculesbysensingtheirmolecularvibrationsmakessenseintermsofthephysicsinvolved.
3.That'sstillsomewayfromprovingthatthetheory,proposedinthemid-1990sbybiophysicistLucaTurin,iscorrect.Butitshouldmakeotherscientiststaketheideamoreseriously.
4."Thisisabigstepforward,"saysTurin,whohasnowsetuphisownperfumecompanyFlexitralinVirginia.Hesaysthatsincehepublishedhistheory,"ithasbeenignoredratherthancriticized."
5.Mostscientistshaveassumedthatoursenseofsmelldependsonreceptorsinthenosedetectingtheshapeofincomingmolecules,whichtriggersasignaltothebrain.Thismolecular'lockandkey'processisthoughttoliebehindawiderangeofthebody'sdetectionsystems:itishowsomepartsoftheimmunesystemrecogniseinvaders,forexample,andhowthetonguerecognizessometastes.
6.ButTurinarguedthatsmelldoesn'tseemtofitthispictureverywell.Moleculesthatlookalmostidenticalcansmellverydifferent—suchasalcohols,whichsmelllikespirits,andthiols,whichsmelllikerotteneggs.Andmoleculeswithverydifferentstructurescansmellsimilar.Moststrikingly,somemoleculescansmelldifferent—toanimals,ifnotnecessarilytohumans—simplybecausetheycontaindifferentisotopes(atomsthatarechemicallyidenticalbuthaveadifferentmass).
7.Turin'sexplanationforthesesmellyfactsinvokestheideathatthesmellsignalinolfactoryreceptorproteinsistriggerednotbyanodourmolecule'sshape,butbyitsvibrations,whichcanenourageanelectrontojumpbetweentwopartsofthereceptorinaquantum-mechanicalprocesscalledtunnelling.Thiselectronmovementcouldinitiatethesmellsignalbeingsenttothebrain.
8.Thiswouldexplainwhyisotopescansmelldifferent:theirvibrationfrequenciesarechangediftheatomsareheavier.Turin'smechanism,saysMarshallStonehamoftheUCLteam,ismorelikeswipe-cardidentificationthanakeyfittingalock.
9.Vibration-assistedelectrontunnellingcanundoubtedlyoccur—itisusedinanexperimentaltechniqueformeasuringmolecularvibrations."Thequestioniswhetherthisispossibleinthenose,"saysStoneham'scolleague,AndrewHorsfield.
10.StonehamsaysthatwhenhefirstheardaboutTurin'sidea,whileTurinwashimselfbasedatUCL,"Ididn'tbelieveit".But,headds,"becauseitwasaninterestingidea,IthoughtIshouldproveitcouldn'twork.Ididsomesimplecalculations,andonlythenbegantofeelLucacouldberight."NowStonehamandhisco-workershavedonethejobmorethoroughly,inapapersoontobepublishedinPhysicalReviewLetters.
11.TheUCLteamcalculatedtheratesofelectronhoppinginanosereceptorthathasanodorantmoleculeboundtoit.Thisratedependsonvariouspropertiesofthebiomolecularsystemthatarenotknown,buttheresearcherscouldestimatetheseparametersbasedontypicalvaluesformoleculesofthissort.
12.Thekeyissueiswhetherthehoppingratewiththeodorantinplaceissignificantlygreaterthanthatwithoutit.Thecalculationsshowthatitis—whichmeansthatodouridentificationinthiswayseemstheoreticallypossible.
13.ButHorsfieldstressesthatthat'sdifferentfromaproofofTurin'sidea."Sofarthingslookplausible,butweneedproperexperimentalverification.We'rebeginningtothinkaboutwhatexperimentscouldbeperformed."
14.Meanwhile,Turinispressingaheadwithhishypothesis."AtFlexitralwehavebeendesigningodorantsexclusivelyonthebasisoftheircomputedvibrations,"hesays."Oursuccessrateatodorantdiscoveryistwoordersofmagnitudebetterthanthecompetition."Attheveryleast,heisputtinghismoneywherehisnoseis.
Questions5-9
Completethesentencesbelowwithwordsfromthepassage.UseNOMORETHANTHREEWORDSforeachanswer.
5.Thehypothesisthatwesmellbysensingthemolecularvibrationwasmadeby______.
6.Turin'scompanyisbasedin______.
7.Mostscientistsbelievedthatournoseworksinthesamewayasour______.
8.Differentisotopescansmelldifferentwhen______weighdifferently.
9.AccordingtoAudrewHorsfield,itisstilltobeprovedthat______couldreallyoccurinhumannose.
Dadwenttobuysome__________as__________formycousin.
HowaFrenchmanisrevivingMcDonald’sinEurope
A.WhenDenisHennequintookoverastheEuropeanbossofMcDonald’sinJanuary2004,theworld’sbiggestrestaurantchainwasshowingsignsofrecoveryinAmericaandAustralia,butsalesinEuropeweresluggishordeclining.OneexceptionwasFrance,whereMrHennequinhaddoneasterlingjobasheadofthegroup’sFrenchsubsidiarytosellmoreBigMacstohiscompatriots.Histaskwastoreplicatethissuccessinall41oftheEuropeancountrieswhereanti-globalisers’favouriteenemyoperates.
B.SofarMrHennequinisdoingwell.LastyearEuropeansalesincreasedby5.8%andthenumberofcustomersby3.4%,thebestannualresultsinnearly15years.Europeaccountedfor36%ofthegroup’sprofitsandfor28%ofitssales.DecemberwasanespeciallygoodmonthascustomerstooktoseasonalmenuofferingsinFranceandBritain,andtoapromotioninGermanybasedonthegameofMonopoly.
C.MrHennequin’srecipeforrevivalistobemoreopenabouthiscompany’soperations,tobe“locallyrelevant”,andtoimprovetheexperienceofvisitinghis6,400restaurants.McDonald’sisblamedformakingpeoplefat,exploitingworkers,treatinganimalscruelly,pollutingtheenvironmentandsimplyforbeingAmerican.MrHennequinsayshewantstoengageinadialoguewiththepublictoaddresstheseconcerns.
D.Heintroduced“opendoor”visitordaysineachcountrywhichbecamehugelypopular.InPolandalonesome50,000visitorscametoMcDonald’sthroughthevisitors’programmelastyear.TheNutritionInformationInitiative,launchedlastyear,putdetailedlabelsonMcDonald’spackagingwithdataoncalories,protein,fat,carbohydratesandsaltcontent.Thedetailsarealsoprintedontray-liners.
E.MrHennequinalsowantspeopletoknowthat“McJobs”,thelow-paidmenialjobsatMcDonald’srestaurants,aremuchbetterthanpeoplethink.Butsomeofhiseffortshavebackfired:lastyearhesparkedacontroversywiththeintroductionofa“McPassport”thatallowsMcDonald’semployeestoworkanywhereintheEuropeanUnion.PoliticiansaccusedthefirmofaploytomakecheaplabourfromeasternEuropemoreeasilyavailabletoMcDonald’smanagersacrossthecontinent.
F.Tostayintouchwithlocalneedsandpreferences,McDonald’semployslocalbossesasmuchaspossible.ARussianisrunningMcDonald’sinRussia,thoughaSerbisinchargeofGermany.Thegroupbuysmainlyfromlocalsuppliers.Four-fifthsofitssuppliesinFrancecomefromlocalfarmers,forexample.(SomeoftheFrenchfarmerswhocampaignedagainstthecompanyinthelate1990ssubsequentlydiscoveredthatitwas,infact,buyingtheirproduce.)AndithirescelebritiessuchasHeidiKlum,aGermanmodel,aslocalbrandambassadors.
G.InhispreviousjobMrHennequinestablisheda“designstudio”inFrancetospruceuphiscompany’sdrabrestaurantsandadapttheinteriortolocaltastes.ThestudioisnowmastermindingimprovementseverywhereinEurope.Healsosetupa“foodstudio”,wherecooksdevisenewrecipesinresponsetolocaltrends.
H.GivenFrance’sreputationasthemostanti-AmericancountryinEurope,itseemsoddthatMcDonald’srevivalinEuropeisbeingledbyaFrenchman,usingideascookedupintheFrenchmarket.ButFranceisinfactthecompany’smostprofitablemarketafterAmerica.ThemarketwhereMcDonald’sisweakestinEuropeisnotFrance,butBritain.
I.“FixingBritainshouldbehispriority,”saysDavidPalmer,arestaurantanalystatUBS.Almosttwo-thirdsofthe1,214McDonald’srestaurantsinBritainarecompany-owned,comparedwith40%inEuropeand15%inAmerica.Thecompanysuffersfromthevolatilityofsalesatitsownrestaurants,butcanrelyonsteadyincomefromfranchisees.Soitshouldsellasmanyunderperformingoutletsaspossible,saysMrPalmer.
J.M.MarkWiltamuth,ananalystatMorganStanley,estimatesthatEuropeancompany-ownedrestaurants’marginswillincreaseslightlyto16.4%in2007.Thisisstilllessthaninthelate1990sandbelowAmerica’s18-19%today.ButitismuchbetterthanbeforeMrHennequin’sreign.HeisalreadybeingtippedasthefirstEuropeancandidateforthegroup’stopjobinIllinois.NobodywouldcallthataMcJob.
NotestoReadingPassage1
1.sterling高质量的
e.g.Hehasmanysterlingqualities.他身上有许多优秀的品质。
2.menial不体面的,乏味的(工作、职业)
3.spruceup打扮整齐、漂亮、装饰
4.mastermind指挥、谋划(一个计划或活动)
e.g.Thepoliceknowwhomastermindedtherobbery.警察知道是谁策划了那次抢劫。
5.underperform表现不佳表现出低于标准的工作水平、企业出现亏本
Questions1-6
DothefollowingstatementsreflecttheclaimsofthewriterinReadingPassage1?
WriteyouranswerinBoxes1-6onyouranswersheet.
TRUEifthestatementreflectstheclaimsofthewriter
FALSEifthestatementcontradictstheclaimsofthewriter
NOTGIVENifitisimpossibletosaywhatthewriterthinksaboutthis
1.McDonaldwasshowingthesignofrecoveryinallEuropeancountriesexceptFranceafterDenisHennequintookofficeasthebossofEuro-markets.
2.Startingfromlastyear,detailedlabelsareputonMcDonald’spackaginganddetailedinformationisalsoprintedontray-liners.
3.Franceissaidtobethemostanti-AmericancountryinEurope,buttheideasofthe“opendoor”visitingdaysand“McPassport”areinventedintheFrenchmarket.
4.BritainpossessestheweakestMcDonaldmarketamongEuropeancountriesandapproximately1214McDonald’srestaurantsarecompany-owned.
5.AccordingtoDavidPalmer,arestaurantanalystatUBS,DavidHennequinshouldtreattheproblemaboutMcDonaldinBritainasthemostimportantthing.
6.DavidPalmersuggestedthatthemanagementofMcDonalodinItalyshouldsellasmanyitsoutletswhichlosemoneyinbusinessaspossibleforrevival.
Questions7-10
ChoosetheappropriatelettersA-Dandwritetheminboxes7-10onyouranswesheet.
7.Theword“sterling”inline3ofParagraphAmeans__________.
A.difficult
B.menial
C.terrible
D.excellent
8.WhichofthefollowingstatementsontheaccusationofMacDonaldisNOTTRUE?
A.Ittendstomakepeoplefat.
B.Itsoperationsareveryvague.
C.Ittendstoexploitworkers.
D.Ittendstotreatanimalscruelly.
9.WhichofthefollowingmeasurestakenbyDenisHennequinproducedundesiredresult?
A.“FoodStudio”scheme.
B.“OpenDoor”visitordays.
C.The“McPassport”scheme.
D.TheNutritionInformationInitiative.
10.WhatdidDenisHennequindosoastorespondtolocaltrends?
A.setupa“FoodStudio”.
B.establisheda“DesignStudio”.
C.hiredcelebritiesaslocalbrandambassadors.
D.employedlocalbossesasmuchaspossible.
Questions11-14
Completeeachofthefollowingstatements(Questions11-14)withwordsornumbertakenfromReadingPassage1.
WriteNOMORETHANTHREEWORDSforeachanswer.
Writeyouranswersinboxes11-14onyouranswersheet.
11.AfterJanuary2004,McDonaldwasmakingimprovementfollowingaperiodofslumpinAmericaandAustralia,butsalesinEuropewere………………………….
12.BusinessofMcDonaldinFranceandBritainwasparticularlygoodinDecembersincecustomerstookto……………………………..
13.Comparedwithothercountries,FranceisMcDonald’s……………………….nexttoAmerica.
14.…………………….ofMcDonald’srestaurantsinAmericaarecompanied–ownedandthefigureismuchlowerthanthatinBritain.
