-----Tinahadnothingforbreakfast,____________she?
-----_____________.Shehadsomebreadandmilk.
C
暂无解析
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.
Intheearlieststagesofman'sdevelopmenthehadnomoreneedofmoneythananimalshave.Hewascontentwithverysimpleformsofshelter,madehisownroughtoolsandweaponsandcouldprovidefoodandclothingforhimselfandhisfamilyfromnaturalmaterialsaroundhim.Ashebecamemorecivilized,however,hebegantowantbettershelter,moreefficienttoolsandweapons,andmorecomfortableandmorelastingclothingthancouldbeprovidedbyhisownneighborhoodorbytheworkofhisownunskilledhands.Forthesethingshehadtoturntotheskilledpeoplesuchassmiths,leatherworkersorcarpenters.Itwasthenthatthequestionofpaymentarose.
Atfirsthegotwhathewantedbyasimpleprocessofexchange.Thesmithwhohadnotthetimetolookafterlandorcattlewasgladtotakemeatorgrainfromthefarmerinexchangeforanaxeoraplough.Butasmoreandmoregoodswhichhadnofixedexchangevaluecameonthemarket,exchangebecametoocomplicatedtobesatisfactory.Anotherproblemarosewhenthosewhomadethingswantedtogetstocksofwoodorleather,oriron,buthadnothingtoofferinexchangeuntiltheirfinishedgoodswereready.Thusthedifficultiesofexchangeledbydegreestotheinventionofmoney.Insomecountrieseasilyhandledthingslikeseedsorshellsweregivenacertainvalueandthefarmer,insteadofpayingthesmithforanewaxebygivinghimsomemeatorgrain,gavehimsomanyshells.Ifthesmithhadanyshellsleftwhenhehadboughthisfood,hecouldgetstocksoftherawmaterialsofhistrade.Insomecountriesquitelargethingssuchascowsorcamelsorevenbigflatstoneswereusedfortrade.Later,piecesofmetal,bearingvaluesaccordingtotherarityofthemetalandthesizeofthepieces,orcoinswereused.Moneyasweknowithadarrived.
1.Exchangeofgoodsbecamedifficultbecause_________.
Amanbecamemorecivilized
Bsmithsbegantolookafterlandorcattleintheirsparetime
Cmoreandmoregoodswhichhadnofixedexchangealuescametothemarker
Dfarmershadn'tenoughgrainormeattoprovidefor
skilledworkers
2.Moneywasnotuseduntil_______.
Apaperwasinvented
Bpeoplepracticedasimpleprocessofexchange
CnothingcouldbeofferedinexchangeDtheexchangeofonethingforanotherbecametoocomplicated
3.Thebesttitleforthispassageis_____.
AWhatismoney
BWhataremoney'sfunctions.
CTheimportanceofmoney
DThebeginningofmoney
newweapontofightcancer
1.Britishscientistsarepreparingtolaunchtrialsofaradicalnewwaytofightcancer,whichkillstumoursbyinfectingthemwithviruseslikethecommoncold.
2.Ifsuccessful,virustherapycouldeventuallyformathirdpillaralongsideradiotherapyandchemotherapyinthestandardarsenalagainstcancer,whileavoidingsomeofthedebilitatingside-effects.
3.LeonardSeymour,aprofessorofgenetherapyatOxfordUniversity,whohasbeenworkingonthevirustherapywithcolleaguesinLondonandtheUS,willleadthetrialslaterthisyear.CancerResearchUKsaidyesterdaythatitwasexcitedbythepotentialofProfSeymour’spioneeringtechniques.
4.Oneofthecountry’sleadinggeneticists,ProfSeymourhasbeenworkingwithvirusesthatkillcancercellsdirectly,whileavoidingharmtohealthytissue."Inprinciple,you’vegotsomethingwhichcouldbemanytimesmoreeffectivethanregularchemotherapy,"hesaid.
5.Cancer-killingvirusesexploitthefactthatcancercellssuppressthebody’slocalimmunesystem."Ifacancerdoesn’tdothat,theimmunesystemwipesitout.Ifyoucangetavirusintoatumour,virusesfindthemaverygoodplacetobebecausethere’snoimmunesystemtostopthemreplicating.Youcanregarditasthecancer’sAchilles’heel."
6.Onlyasmallamountofthevirusneedstogettothecancer."Theyreplicate,yougetamillioncopiesineachcellandthecellburstsandtheyinfectthetumourcellsadjacentandrepeattheprocess,"saidProfSeymour.
7.Preliminaryresearchonmiceshowsthatthevirusesworkwellontumoursresistanttostandardcancerdrugs."It’saninterestingpossibilitythattheymayhaveanadvantageinkillingdrug-resistanttumours,whichcouldbequitedifferenttoanythingwe’vehadbefore."
8.Researchershaveknownforsometimethatvirusescankilltumourcellsandsomeaspectsoftheworkhavealreadybeenpublishedinscientificjournals.Americanscientistshavepreviouslyinjectedvirusesdirectlyintotumoursbutthistechniquewillnotworkifthecancerisinaccessibleorhasspreadthroughoutthebody.
9.ProfSeymour’sinnovativesolutionistomaskthevirusfromthebody’simmunesystem,effectivelyallowingthevirusestodowhatchemotherapydrugsdo-spreadthroughthebloodandreachtumourswherevertheyare.Thebighurdlehasalwaysbeentofindawaytodelivervirusestotumoursviathebloodstreamwithoutthebody’simmunesystemdestroyingthemontheway.
10."Whatwe’vedoneismakechemicalmodificationstothevirustoputapolymercoataroundit-it’sastealthviruswhenyouinjectit,"hesaid.
11.Afterthestealthvirusinfectsthetumour,itreplicates,butthecopiesdonothavethechemicalmodifications.Iftheyescapefromthetumour,thecopieswillbequicklyrecognisedandmoppedupbythebody’simmunesystem.
12.Thetherapywouldbeespeciallyusefulforsecondarycancers,calledmetastases,whichsometimesspreadaroundthebodyafterthefirsttumourappears."There’sanawfulstatisticofpatientsinthewest...withmalignantcancers;75%ofthemgoontodiefrommetastases,"saidProfSeymour.
13.Twovirusesarelikelytobeexaminedinthefirstclinicaltrials:adenovirus,whichnormallycausesacold-likeillness,andvaccinia,whichcausescowpoxandisalsousedinthevaccineagainstsmallpox.Forsafetyreasons,bothwillbedisabledtomakethemlesspathogenicinthetrial,butProfSeymoursaidheeventuallyhopestousenaturalviruses.
14.Thefirsttrialswilluseuncoatedadenovirusandvacciniaandwillbedeliveredlocallytolivertumours,inordertoestablishwhetherthetreatmentissafeinhumansandwhatdoseofviruswillbeneeded.Severalmoreyearsoftrialswillbeneeded,eventuallyalsoonthepolymer-coatedviruses,beforethetherapycanbeconsideredforuseintheNHS.Thoughtheapproachwillbeexaminedatfirstforcancersthatdonotrespondtoconventionaltreatments,ProfSeymourhopesthatonedayitmightbeappliedtoallcancers.
Questions1-6
Dothefollowingstatementsagreewiththeinformationgiveninthereadingpassage?Forquestions1-6write
TRUEifthestatementagreeswiththeinformation
FALSEifthestatementcontradictstheinformation
NOTGIVENifthereisnoinformationonthisinthepassage
1.Virustherapy,ifsuccessful,hasanadvantageineliminatingside-effects.
2.CancerResearchUKisquitehopefulaboutProfessorSeymour’sworkonthevirustherapy.
3.Viruscankillcancercellsandstopthemfromgrowingagain.
4.Cancer’sAchilles’heelreferstothefactthatvirusmaystaysafelyinatumorandreplicate.
5.Toinfectthecancercells,agooddealofvirusesshouldbeinjectedintothetumor.
6.Researchesonanimalsindicatethatviruscouldbeusedasanewwaytotreatdrug-resistanttumors.
Question7-9
Basedonthereadingpassage,choosetheappropriateletterfromA-Dforeachanswer.
7.Informationaboutresearchesonviruseskillingtumorcellscanbefound
(A)onTV
(B)inmagazines
(C)oninternet
(D)innewspapers
8.Totreattumorsspreadingoutinbody,researcherstryto
(A)changethebody’immunesystem
(B)injectchemotherapydrugsintobloodstream.
(C)increasetheamountofinjection
(D)disguisethevirusesonthewaytotumors.
9.Whenthechemicalmodifiedvirusintumorreplicates,thecopies
(A)willsoonescapefromthetumorandspreadout.
(B)willbewipedoutbythebody’simmunesystem.
(C)willbeimmediatelyrecognizedbytheresearchers.
(D)willeventuallystopthetumorfromspreadingout.
Questions10-13
Completethesentencesbelow.Chooseyouranswersfromthelistofwords.Youcanonlyuseeachwordonce.
NBTherearemorewordsinthelistthanspacessoyouwillnotusethemall.
Inthefirstclinicaltrials,scientistswilltryto……10……adenovirusandvaccinia,soboththeviruseswillbelesspathogenicthanthe……11…….Theseuncoatedviruseswillbeapplieddirectlytocertainareastoconfirmsafetyonhumanbeingsandtheright……12……needed.Theexperimentswillfirstlybe……13……tothetreatmentofcertaincancers
1.AEuropeanspacecrafttookofftodaytospearheadthesearchforanother"Earth"amongthestars.
2.TheCorotspacetelescopeblastedoffaboardaRussianSoyuzrocketfromtheBaikonurcosmodromeinKazakhstanshortlyafter2.20pm.
3.Corot,shortforconvectionrotationandplanetarytransits,isthefirstinstrumentcapableoffindingsmallrockyplanetsbeyondthesolarsystem.Anysuchplanetsituatedintherightorbitstandsagoodchanceofhavingliquidwateronitssurface,andquitepossiblylife,althoughaleadingscientistinvolvedintheprojectsaiditwasunlikelytofind"anylittlegreenmen".
4.DevelopedbytheFrenchspaceagency,CNES,andpartneredbytheEuropeanSpaceAgency(ESA),Austria,Belgium,Germany,BrazilandSpain,Corotwillmonitoraround120,000starswithits27cmtelescopefromapolarorbit514milesabovetheEarth.Overtwoandahalfyears,itwillfocusonfivetosixdifferentareasofthesky,measuringthebrightnessofabout10,000starsevery512seconds.
5."Atthepresentmomentwearehopingtofindoutmoreaboutthenatureofplanetsaroundstarswhicharepotentialhabitats.Wearelookingathabitableplanets,notinhabitedplanets.Wearenotgoingtofindanylittlegreenmen,"ProfessorIanRoxburgh,anESAscientistwhohasbeeninvolvedwithCorotsinceitsinception,toldtheBBCRadio4Todayprogramme.
6.ProfRoxburghsaiditwashopedCorotwouldfind"rockyplanetsthatcoulddevelopanatmosphereand,iftheyaretherightdistancefromtheirparentstar,theycouldhavewater".
7.Tosearchforplanets,thetelescopewilllookforthedimmingofstarlightcausedwhenanobjectpassesinfrontofastar,knownasa"transit".Althoughitwilltakemoresophisticatedspacetelescopesplannedinthenext10yearstoconfirmthepresenceofanEarth-likeplanetwithoxygenandliquidwater,Corotwillletscientistsknowwheretopointtheirlenses.
8.MeasurementsofminutechangesinbrightnesswillenablescientiststodetectgiantJupiter-likegasplanetsaswellassmallrockyones.Itistherockyplanets-thatcouldbenobiggerthanabouttwicethesizeoftheEarth-whichwillcausethemostexcitement.Scientistsexpecttofindbetween10and40ofthesesmallerplanets.
9.Corotwillalsoprobeintostellarinteriorsbystudyingtheacousticwavesthatrippleacrossthesurfaceofstars,atechniquecalled"asteroseismology".
10.Thenatureoftheripplesallowsastronomerstocalculateastar’sprecisemass,ageandchemicalcomposition.
11."Aplanetpassinginfrontofastarcanbedetectedbythefallinlightfromthatstar.Smalloscillationsofthestaralsoproducechangesinthelightemitted,whichrevealwhatthestarismadeofandhowtheyarestructuredinternally.Thisdatawillprovideamajorboosttoourunderstandingofhowstarsformandevolve,"ProfRoxburghsaid.
12.Sincethediscoveryin1995ofthefirst"exoplanet"-aplanetorbitingastarotherthantheSun-morethan200othershavebeenfoundbyground-basedobservatories.
13.Untilnowtheusualmethodoffindingexoplanetshasbeentodetectthe"wobble"theirgravityimpartsonparentstars.ButonlygiantgaseousplanetsbiggerthanJupitercanbefoundthisway,andtheyareunlikelytoharbourlife.
14.Inthe2010s,ESAplanstolaunchDarwin,afleetoffourorfiveinterlinkedspacetelescopesthatwillnotonlyspotsmallrockyplanets,butanalysetheiratmospheresforsignsofbiologicalactivity.
15.Ataroundthesametime,theUSspaceagency,Nasa,willlaunchTerrestrialPlanetFinder,anotherspacetelescopedesignedtolocateEarth-likeplanets.
ChoosetheappropriateletterfromA-Dforquestion1.
1.Corotisaninstrumentwhich
(A)canhelptosearchforcertainplanets
(B)isusedtofindplanetsintheorbit
(C)canlocateplanetswithhumanbeings
(D)canspotanyplanetswithwater.
Dothefollowingstatementsagreewiththeinformationgiveninthereadingpassage?Forquestions2-5write
TRUEifthestatementagreeswiththeinformation
FALSEifthestatementcontraictstheinformation
NOTGIVENifthereisnoinformationonthisinthepassage
2.Scientistsaretryingtofindoutabouttheplanetsthatcanbeinhabited.
3.BBCRadio4recentlyfocusesonthebroadcastingofCorot.
4.Passingobjectsmightcauseafallinlight.
5.CorotcantellwhetherthereisanotherEarth-likeplanet.
Basedonyourreadingofthepassage,completethesentencesbelowwithwordstakenfromthepassage.UseNOMORETHANTHREEWORDSforeachanswer.
Withmeasurements,scientistswillbeabletosearchforsomegaseousandrockyplanets.Theywillbeextremelyexcitediftheycandiscoversomesmall6.__________,theexpectednumberofwhichcouldbeupto7.__________.
Corotwillenablescientiststostudythe8.__________ofstars.Inthisway,astar’smass,ageandchemicalcompositioncanbecalculated.
AccordingtoProfRoxburgh,changesinlightcanbecausedbypassingplanetsorstar9.__________.Therelatedstatisticscangainusabetter10.__________ofthestarformationandevolvement.
Observatorieshavefoundmanyexoplanets,whichare11.__________otherstarsthantheSun.Thecommonwayusedinfindingexoplanetscanonlydetecthugegasplanets,whichdonot12.___________.
WiththelaunchingofDarwin,astronomerswillbeabletoanalysewhetherthoserockyplanetshave13.__________forlife.
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.