考研英语阅读-试卷69-真题-无答案

考研英语（阅读）-试卷69(总分60,考试时间90分钟)2.ReadingComprehensionSectionIIReadingComprehensionPartADirections:Readthefollowingfourtexts.AnswerthequestionsbeloweachtextbychoosingA,B,CorD.Theroughguidetomarketingsuccessusedtobethatyougotwhatyoupaidfor.Nolonger.Whiletraditional"paid"media—suchas**mercialsandprintadvertisements—stillplayamajorrole,companiestodaycanexploitmanyalternativeformsofmedia.Consumerspassionateaboutaproductmaycreate"earned"mediabywillinglypromotingittofriends,andacompanymayleverage"owned"mediabysendinge-mailalertsaboutproductsandsalestocustomersregisteredwithitsWebsite.Thewayconsumersnowapproachtheprocessofmakingpurchasedecisionsmeansthatmarketing"simpactstemsfromabroadrangeoffactorsbeyondconventionalpaidmedia.Paidandownedmediaarecontrolledbymarketerspromotingtheirownproducts.Forearnedmedia,suchmarketersactastheinitiatorforusers"responses.Butinsomecases,onemarketer"sownedmediabecomeanothermarketer"spaidmedia—forinstance,whenane-commerceretailersellsadspaceonitsWebsite.Wedefinesuchsoldmediaasownedmediawhosetrafficissostrongthatotherorganizationsplacetheircontentore-commerceengineswithinthatenvironment.Thistrend,whichwebelieveisstillinitsinfancy,effectivelybeganwithretailersandtravelproviderssuchasairlinesandhotelsandwillnodoubtgofurther.Johnson&Johnson,forexample,hascreatedBabyCenter,astand-alonemediapropertythat**plementaryand**petitiveproducts.Besidesgeneratingincome,thepresenceofothermarketersmakesthesiteseemobjective,**paniesopportunitiestolearnvaluableinformationabouttheappealof**panies"marketing,andmayhelpexpandusertrafficfor**paniesconcerned.Thesamedramatictechnologicalchangesthathaveprovidedmarketerswithmore(andmorediverse)communicationschoiceshavealsoincreasedtheriskthatpassionateconsumerswillvoicetheiropinionsinquicker,morevisible,andmuchmoredamagingways.Suchhijackedmediaaretheoppositeofearnedmedia:anassetorcampaignbecomeshostagetoconsumers,otherstakeholders,oractivistswhomakenegativeallegationsaboutabrandorproduct.Membersofsocialnetworks,forinstance,arelearningthattheycanhijackmediatoapplypressureonthebusinessesthatoriginallycreatedthem.Ifthathappens,passionateconsumerswouldtrytopersuadeotherstoboycottproducts,puttingthereputationofthe**panyatrisk.Insuchacase,**pany"sresponsemaynotbesufficientlyquickorthoughtful,andthelearningcurvehasbeensteep.ToyotaMotor,forexample,alleviatedsomeofthedamagefromitsrecallcrisisearlierthisyearwitharelativelyquickandwell-orchestratedsocial-mediaresponsecampaign,whichincludedeffortstoengagewithconsumersdirectlyonsitessuchasTwitterandthesocial-newssiteDigg.1.Consumersmaycreate"earned"mediawhentheyareA.obsessedwithonlineshoppingatcertainWebsites.B.inspiredbyproduct-promotinge-mailssenttothem.C.eagertohelptheirfriendspromotequalityproducts.D.enthusiasticaboutrecommendingtheirfavoriteproducts.2.AccordingtoParagraph2,soldmediafeaturesA.asafebusinessenvironment.B.**petition.C.strongusertraffic.D.flexibilityinorganization.3.TheauthorindicatesinParagraph3thatearnedmediaA.inviteconstantconflictswithpassionateconsumers.B.canbeusedtoproducenegativeeffectsinmarketing.C.mayberesponsiblefor**petition.D.deserveallthe**mentsaboutthem.4.ToyotaMotor"sexperienceiscitedasanexampleofA.respondingeffectivelytohijackedmedia.B.persuadingcustomersintoboycottingproducts.C.cooperatingwithsupportiveconsumers.D.takingadvantageofhijackedmedia.5.Whichofthefollowingisthetextmainlyabout?A.Alternativestoconventionalpaidmedia.B.Conflictbetweenhijackedandearnedmedia.C.Dominanceofhijackedmedia.D.Popularityofownedmedia.Itneverrainsbutitpours.Justasbossesandboardshavefinallysortedouttheirworstaccounting**pliancetroubles,andimprovedtheirfeeblecorporationgovernance,anewproblemthreatenstoearnthem—especiallyinAmerica—thesortofnastyheadlinesthatinevitablyleadtoheadsrollingintheexecutivesuite:datainsecurity.Left,untilnow,toodd,low-levelITstafftoputright,andseenasaconcernonlyofdata-richindustriessuchasbanking,**sandairtravel,informationprotectionisnowhighontheboss"sagendainbusinessesofeveryvariety.Severalmassiveleakagesofcustomerandemployeedatathisyear—fromorganizationsasdiverseasTimeWarner,theAmericandefensecontractorScienceApplicationsInternationalCorpandeventheUniversityofCalifornia,Berkeley—haveleftmanagershurriedlypeeringintotheirintricateITsystemsandbusinessprocessesinsearchofpotentialvulnerabilities."Dataisbecominganassetwhichneedstobeguardedasmuchasanyotherasset,"saysHaimMendelsonofStanfordUniversity"sbusinessschool."Theabilitytoguardcustomerdataisthekeytomarketvalue,whichtheboardisresponsibleforonbehalfofshareholders."Indeed,justasthereistheconceptofGenerallyAcceptedAccountingPrinciples(GAAP),perhapsitistimeforGASP,GenerallyAcceptedSecurityPractices,suggestedEliNoamofNewYork"sColumbiaBusinessSchool."Settingtheproperinvestmentlevelforsecurity,redundancy,andrecoveryisamanagementissue,notatechnicalone,"hesays.Themysteryisthatthis**easasurprisetoanyboss.Surelyitshouldbeobvioustothedimmestexecutivethattrust,thatmostvaluableofeconomicassets,iseasilydestroyedandhugelyexpensivetorestore—andthatfewthingsaremorelikelytodestroytrustthanacompanylettingsensitivepersonaldatagetintothewronghands.Thecurrentstateofaffairsmayhavebeenencouraged—thoughnotjustified—bythelackoflegalpenalty(inAmerica,butnotEurope)fordataleakage.UntilCaliforniarecentlypassedalaw,Americanfirmsdidnothavetotellanyone,eventhevictim,whendatawentastray.Thatmaychangefast:lotsofproposeddata-securitylegislationisnowdoingtheroundsinWashington,D.C.Meanwhile,thetheftofinformationaboutsome40millioncredit-cardaccountsinAmerica,disclosedonJune17th,overshadowedahugelyimportantdecisionadayearlierbyAmerica"sFederalTradeCommission(FTC)thatputscorporateAmericaonnoticethatregulatorswillactiffirmsfailtoprovideadequatedatasecurity.6.Thestatement"Itneverrainsbutitpours"isusedtointroduceA.thefierce**petition.B.thefeebleboss-boardrelations.C.thethreatfromnewsreports.D.theseverityofdataleakage.7.AccordingtoParagraph2,someorganizationschecktheirsystemstofindoutA.whetherthereisanyweakpoint.B.whatsortofdatahasbeenstolen.C.whoisresponsiblefortheleakage.D.howthepotentialspiescanbelocated.8.InbringinguptheconceptofGASPtheauthorismakingthepointthatA.shareholders"interestsshouldbeproperlyattendedto.B.informationprotectionshouldbegivendueattention.C.businessesshouldenhancetheirlevelofaccountingsecurity.D.themarketvalueofcustomerdatashouldbeemphasized.9.AccordingtoParagraph4,whatpuzzlestheauthoristhatsomebossesfailtoA.seethelinkbetweentrustanddataprotection.B.perceivethesensitivityofpersonaldata.C.realizethehighcostofdatarestoration.D.appreciatetheeconomicvalueoftrust.10.ItcanbeinferredfromParagraph5thatA.dataleakageismoresevereinEurope.B.FTC"sdecisionisessentialtodatasecurity.C.Californiatakestheleadinsecuritylegislation.D.legalpenaltyisamajorsolutiontodataleakage.Thelongestbullruninacenturyofart-markethistoryendedonadramaticnotewithasaleof56worksbyDamienHirst,BeautifulInsideMyHeadForever,atSotheby"sinLondononSeptember15th2008.Allbuttwopiecessold,fetchingmorethan￡70m,arecordforasalebyasingleartist.Itwasalastvictory.Astheauctioneercalledoutbids,inNewYorkoneoftheoldestbanksonWallStreet,LehmanBrothers,filedforbankruptcy.Theworldartmarkethadalreadybeenlosingmomentumforawhileafterrisingbewilderinglysince2003.Atitspeakin2007itwasworthsome$65billion,reckonsClareMcAndrew,founderofArtsEconomics,aresearchfirm—doublethefigurefiveyearsearlier.Sincethenitmay**edownto$50billion.Butthemarketgeneratesinterestfarbeyonditssizebecauseitbringstogethergreatwealth,enormousegos,greed,passionandcontroversyinawaymatchedbyfewotherindustries.IntheweeksandmonthsthatfollowedMr.Hirst"ssale,spendingofanysortbecamedeeplyunfashionable.Intheartworldthatmeantcollectorsstayedawayfromgalleriesandsalerooms.Salesofcontemporaryartfellbytwo-thirds,andinthemostoverheatedsector,theyweredownbynearly90%intheyeartoNovember2008.Withinweekstheworld"stwobiggestauctionhouses,Sotheby"sandChristie"s,hadtopayoutnearly$200minguaranteestoclientswhohadplacedworksforsalewiththem.ThecurrentdownturnintheartmarketistheworstsincetheJapanesestoppedbuyingImpressionistsattheendof1989.Thistimeexpertsreckonthatpricesareabout40%downontheirpeakonaverage,thoughsomehavebeenfarmorefluctuant.ButEdwardDolman,Christie"schiefexecutive,says:"I"mprettyconfidentwe"reatthebottom."Whatmakesthisslumpdifferentfromthelast,hesays,isthattherearestillbuyersinthemarket.Almosteveryonewhowasinterviewedforthisspecialreportsaidthatthebiggestproblematthemomentisnotalackofdemandbutalackofgoodworktosell.ThethreeDs—death,debtanddivorce—stilldeliverworksofarttothemarket.Butanyonewhodoesnothavetoselliskeepingaway,waitingforconfidencetoreturn.11.Inthefirstparagraph,DamienHirst"ssalewasreferredtoas"alastvictory"becauseA.theartmarkethadwitnessedasuccessionofvictories.B.theauctioneerfinallygotthetwopiecesatthehighestbids.C.BeautifulInsideMyHeadForeverwonoverallmasterpieces.D.itwassuccessfullymadejustbeforetheworldfinancialcrisis.12.Bysaying"spendingofanysortbecamedeeplyunfashionable"(Para.3),theauthorsuggeststhatA.collectorswerenolongeractivelyinvolvedinart-marketauctions.B.peoplestoppedeverykindofspendingandstayedawayfromgalleries.C.artcollectionasafashionhadlostitsappealtoagreatextent.D.worksofartingeneralhadgoneoutoffashionsotheywerenotworthbuying.13.WhichofthefollowingstatementsisNOTtrue?A.Salesofcontemporaryartfelldramaticallyfrom2007to2008.B.Theartmarketsurpassedmanyotherindustriesinmomentum.C.Theartmarketgenerallywentdownwardinvariousways.D.Someartdealerswereawaitingbetterchancestocome.14.ThethreeDsmentionedinthelastparagraphareA.auctionhouse"sfavorites.B.contemporarytrends.C.factorspromotingartworkcirculation.D.stylesrepresentingImpressionists.15.ThemostappropriatetitleforthistextcouldbeA.FluctuationofArtPricesB.Up-to-dateArtAuctionsC.ArtMarketinDeclineD.ShiftedInterestinArtsWilltheEuropeanUnionmakeit?Thequestionwouldhavesoundedstrangenotlongago.Noweventheproject"sgreatestcheerleaderstalkofacontinentfacinga"Bermudatriangle"ofdebt,populationdeclineandlowergrowth.Aswellasthosechronicproblems,theEUfaceanacutecrisisinitseconomiccore,the16countriesthatusethesinglecurrency.Marketshavelostfaiththattheeurozone"seconomies,weakerorstronger,willonedayconvergethankstothedisciplineofsharingasinglecurrency,whichdeniesuncompetitivemembersthequickfixofdevaluation.YetthedebateabouthowtosaveEurope"ssinglecurrencyfromdisintegrationisstuck.Itisstuckbecausetheeurozone"sdominantpowers,FranceandGermany,agreeontheneedforgreaterharmonisationwithintheeurozone,butdisagreeaboutwhattoharmonise.Germanythinkstheeuromustbesavedbystricterrulesonborrowspending**petitiveness,barkedbyquasi-automaticsanctionsforgovernmentsthatdonotobey.ThesemightincludethreatstofreezeEUfundsforpoorerregionsandEUmega-projects,andeventhesuspensionofacountry"svotingrightsinEUministerialcouncils.Itinsiststhateconomicco-ordinationshouldinvolveall27membersoftheEUclub,amongwhomthereisasmallmajorityforfree-marketliberalismandeconomicrigour;intheinnercorealone,Germanyfears,asmallmajorityfavourFrenchinterference.A"southern"campheadedbyFrenchwantssomethingdifferent:"Europeaneconomicgovernment"withinaninnercoreofeuro-zonemembers.Translated,thatmeanspoliticiansinterveninginmonetarypolicyandasystemofredistributionfromrichertopoorermembers,viacheaperborrowingforgovernments**monEurobondsorcompletefiscaltransfers.Finally,figuresclosetotheFrancegovernmenthavemurmured,euro-zonemembersshouldagreetosomefiscalandsocialharmonisation:e.g.,**petitionincorporate-taxratesorlabourcosts.Itistoosoon