考研201英語（一）在線題庫每日一練（六十八）

本文提供考研201英語（一）在線題庫每日一練，以下為具體內(nèi)容

1、The rough guide to marketing success used to be that you got what you paid for. No longer. While traditional “paid” media—such as television commercials and print advertisements—still play a major role, companies today can exploit many alternative forms of media. Consumers passionate about a product may create “owned” media by sending e-mail alerts about products and sales to customers registered with its Web site. The way consumers now approach the broad range of factors beyond conventional paid media. Paid and owned media are controlled by marketers promoting their own products. For earned media, such marketers act as the initiator for users' responses. But in some cases, one marketer's owned media become another marketer's paid media—for instance, when an e-commerce retailer sells ad space on its Web site. We define such sold media as owned media whose traffic is so strong that other organizations place their content or e-commerce engines within that environment. This trend, which we believe is still in its infancy, effectively began with retailers and travel providers such as airlines and hotels and will no doubt go further. Johnson & Johnson, for example, has created BabyCenter, a stand-alone media property that promotes complementary and even competitive products. Besides generating income, the presence of other marketers makes the site seem objective, gives companies opportunities to learn valuable information about the appeal of other companies' marketing, and may help expand user traffic for all companies concerned. The same dramatic technological changes that have provided marketers with more (and more diverse) communications choices have also increased the risk that passionate consumers will voice their opinions in quicker, more visible, and much more damaging ways. Such hijacked media are the opposite of earned media: an asset or campaign becomes hostage to consumers, other stakeholders, or activists who make negative allegations about a brand or product. Members of social networks, for instance, are learning that they can hijack media to apply pressure on the businesses that originally created them. If that happens, passionate consumers would try to persuade others to boycott products, putting the reputation of the target company at risk. In such a case, the company's response may not be sufficiently quick or thoughtful, and the learning curve has been steep. Toyota Motor, for example, alleviated some of the damage from its recall crisis earlier this year with a relatively quick and well-orchestrated social-media response campaign, which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg. 1.Consumers may create “earned” media when they are（  ）.2.According to Paragraph 2, sold media feature （  ）.  3.The author indicates in Paragraph 3 that earned media （  ）.  4.Toyota Motor's experience is cited as an example of （  ）.  5.Which of the following is the text mainly about ? 

問題1

A、obscssed with online shopping at certain Web sites

B、inspired by product-promoting e-mails sent to them

C、eager to help their friends promote quality products

D、enthusiastic about recommending their favorite products

問題2

A、a safe business environment

B、random competition

C、strong user traffic

D、flexibility in organization

問題3

A、invite constant conflicts with passionate consumers

B、can be used to produce negative effects in marketing

C、may be responsible for fiercer competition

D、deserve all the negative comments about them

問題4

A、responding effectively to hijacked media

B、persuading customers into boycotting products

C、cooperating with supportive consumers

D、taking advantage of hijacked media

問題5

A、Alternatives to conventional paid media.

B、Conflict between hijacked and earned media.

C、Dominance of hijacked media.

D、Popularity of owned media.

2、If the trade unionist Jimmy Hoffa were alive today, he would probably represent civil servant. When Hoffa's Teamsters were in their prime in 1960, only one in ten American government workers belonged to a union; now 36% do. In 2009 the number of unionists in America's public sector passed that of their fellow members in the private sector. In Britain, more than half of public-sector workers but only about 15% of private-sector ones are unionized. There are three reasons for the public-sector unions' thriving. First, they can shut things down without suffering much in the way of consequences. Second, they are mostly bright and well-educated. A quarter of America's public-sector workers have a university degree. Third, they now dominate left-of-centre politics. Some of their ties go back a long way. Britain's Labor Party, as its name implies, has long been associated with trade unionism. Its current leader, Ed Miliband, owes his position to votes from public-sector unions. At the state level their influence can be even more fearsome. Mark Baldassare of the Public Policy Institute of California points out that much of the state's budget is patrolled by unions. The teachers' unions keep an eye on schools, the CCPOA on prisons and a variety of labor groups on health care. In many rich countries average wages in the state sector are higher than in the private one. But the real gains come in benefits and work practices. Politicians have repeatedly “backloaded” public-sector pay deals, keeping the pay increases modest but adding to holidays and especially pensions that are already generous. Reform has been vigorously opposed, perhaps most egregiously in education, where charter schools, academies and merit pay all faced drawn-out battles. Even though there is plenty of evidence that the quality of the teachers is the most important variable, teachers' unions have fought against getting rid of bad ones and promoting good ones. As the cost to everyone else has become clearer, politicians have begun to clamp down. In Wisconsin the unions have rallied thousands of supporters against Scott Walker, the hardline Republican governor. But many within the public sector suffer under the current system, too. John Donahue at Harvard's Kennedy School points out that the norms of culture in Western civil services suit those who want to stay put but is bad for high achievers. The only American public-sector workers who earn well above $250,000 a year are university sports coaches and the president of the United States. Bankers' fat pay packets have attracted much criticism, but a public-sector system that does not reward high achievers may be a much bigger problem for America. 1.It can be learned from the first paragraph that（  ）.2.Which of the following is true of Paragraph 2? 3.It can be learned from Paragraph 4 that the income in the state sector is（  ）.  4.The example of the unions in Wisconsin shows that unions （  ）.  5.John Donahue's attitude towards the public-sector system is one of （  ）.

問題1

A、Teamsters still have a large body of members

B、Jimmy Hoffa used to work as a civil servant

C、unions have enlarged their public-sector membership

D、the government has improved its relationship with unionists

問題2

A、Public-sector unions are prudent in taking actions.

B、Education is required for public-sector union membership.

C、Labor Party has long been fighting against public-sector unions.

D、Public-sector unions seldom get in trouble for their actions.

問題3

A、illegally secured

B、indirectly augmented

C、excessively increased

D、fairly adjusted

問題4

A、often run against the current political system

B、can change people's political attitudes

C、may be a barrier to public-sector reforms

D、are dominant in the government

問題5

A、disapproval

B、appreciation

C、tolerance

D、indifference

3、An old saying has it that half of all advertising budgets are wasted—the trouble is, no one knows which half. In the internet age, at least in theory, this fraction can be much reduced. By watching what people search for, click on and say online, companies can aim “behavioural” ads at those most likely to buy.In the past couple of weeks a quarrel has illustrated the value to advertisers of such fine-grained information: Should advertisers assume that people are happy to be tracked and sent behavioural ads? Or should they have explicit permission?In December 2010 America's Federal Trade Commission (FTC) proposed adding a “do not track” (DNT) option to internet browsers, so that users could tell advertisers that they did not want to be followed. Microsoft's Internet Explorer and Apple's Safari both offer DNT; Google's Chrome is due to do so this year. In February the FTC and the Digital Advertising Alliance (DAA) agreed that the industry would get cracking on responding to DNT requests.On May 31st Microsoft set off the row. It said that Internet Explorer 10, the version due to appear with windows 8, would have DNT as a default.Advertisers are horrified. Human nature being what it is, most people stick with default settings. Few switch DNT on now, but if tracking is off it will stay off. Bob Liodice, the chief executive of the Association of National Advertisers, says consumers will be worse off if the industry cannot collect information about their preferences. People will not get fewer ads, he says. “They'll get less meaningful, less targeted ads.”It is not yet clear how advertisers will respond. Getting a DNT signal does not oblige anyone to stop tracking, although some companies have promised to do so. Unable to tell whether someone really objects to behavioural ads or whether they are sticking with Microsoft's default, some may ignore a DNT signal and press on anyway.Also unclear is why Microsoft has gone it alone. After all, it has an ad business too, which it says will comply with DNT requests, though it is still working out how. If it is trying to upset Google, which relies almost wholly on advertising, it has chosen an indirect method: There is no guarantee that DNT by default will become the norm. DNT does not seem an obviously huge selling point for windows 8—though the firm has compared some of its other products favourably with Google's on that count before. Brendon Lynch, Microsoft's chief privacy officer, blogged: “We believe consumers should have more control.” Could it really be that simple?1.It is suggested in Paragraph 1 that “behavioural” ads help advertisers to（  ）.2.“The industry” (Line 4, Para.3) refers to （  ）.  3.Bob Liodice holds that setting DNT as a default（  ）.4.Which of the following is true according to Paragraph 6?5.The author's attitude towards what Brendon Lynch said in his blog is one of（  ）.

問題1

A、ease competition among themselves

B、lower their operational costs

C、avoid complaints from consumers

D、provide better online services

問題2

A、online advertisers

B、e-commerce conductors

C、digital information analysis

D、internet browser developers

問題3

A、may cut the number of junk ads

B、fails to affect the ad industry

C、will not benefit consumers

D、goes against human nature

問題4

A、DNT may not serve its intended purpose.

B、Advertisers are willing to implement DNT.

C、DNT is losing its popularity among consumers.

D、Advertisers are obliged to offer behavioural ads.

問題5

A、indulgence

B、understanding

C、appreciation

D、skepticism

4、As many people hit middle age, they often start to notice that their memory and mental clarity are not what they used to be. We suddenly can't remember（1）we put the keys just a moment ago, or an old acquaintance's name, or the name of an old band we used to love. As the brain（2）, we refer to these occurrences as “senior moments.”（3）seemingly innocent, this loss of mental focus can potentially have a(n)（4）impact on our professional, social, and personal（5）.Neuroscientists, experts who study the nervous system, are increasingly showing that there's actually a lot that can be done. It （6）out that the brain needs exercise in much the same way our muscles do, and the right mental （7）can significantly improve our basic cognitive（8）. Thinking is essentially a （9） of making connections in the brain. To a certain extent, our ability to （10） in making the connections that drive intelligence is inherited. （11）, because these connections are made through effort and practice, scientists believe that intelligence can expand and fluctuate （12）  mental effort.Now, a new Web-based company has taken it a step （13） and developed the first “brain training program” designed to actually help people improve and regain their mental （14）.The Web-based program （15） you to systematically improve your memory and attention skills. The program keeps （16） of your progress and provides detailed feedback （17） your performance and improvement. Most importantly, it （18） modifies and enhances the games you play to （19） on the strengths you are developing—much like a(n) （20）  exercise routine requires you to increase resistance and vary your muscle use. 

問題1

A、why

B、when

C、that

D、where

問題2

A、improves

B、fades

C、collapses

D、recovers

問題3

A、While

B、Unless

C、Once

D、If

問題4

A、uneven

B、limited

C、damaging

D、obscure

問題5

A、relationship

B、environment

C、wellbeing

D、outlook

問題6

A、turns

B、finds

C、points

D、figures

問題7

A、responses

B、roundabouts

C、workouts

D、associations

問題8

A、genre

B、criterion

C、circumstances

D、functions

問題9

A、channel

B、process

C、sequence

D、condition

問題10

A、excel

B、feature

C、persist

D、believe

問題11

A、However

B、Moreover

C、Otherwise

D、Therefore

問題12

A、instead of

B、regardless of

C、apart from

D、according to

問題13

A、back

B、further

C、aside

D、around

問題14

A、framework

B、stability

C、sharpness

D、flexibility

問題15

A、hurries

B、reminds

C、forces

D、allows

問題16

A、order

B、track

C、hold

D、pace

問題17

A、to

B、on

C、for

D、with

問題18

A、constantly

B、habitually

C、irregularly

D、unusually

問題19

A、carry

B、put

C、build

D、take

問題20

A、risky

B、familiar

C、idle

D、effective

5、King Juan Carlos of Spain once insisted “kings don't abdicate, they dare in their sleep.” But embarrassing scandals and the popularity of the republican left in the recent Euro-elections have forced him to eat his words and stand down. So, does the Spanish crisis suggest that monarchy is seeing its last days? Does that mean the writing is on the wall for all European royals, with their magnificent uniforms and majestic lifestyle? The Spanish case provides arguments both for and against monarchy. When public opinion is particularly polarised, as it was following the end of the Franco regime, monarchs can rise above “mere” politics and “embody” a spirit of national unity. It is this apparent transcendence of politics that explains monarchs' continuing popularity polarized. And also, the Middle East excepted, Europe is the most monarch-infested region in the world, with 10 kingdoms (not counting Vatican City and Andorra). But unlike their absolutist counterparts in the Gulf and Asia, most royal families have survived because they allow voters to avoid the difficult search for a non-controversial but respected public figure. Even so, kings and queens undoubtedly have a downside. Symbolic of national unity as they claim to be, their very history—and sometimes the way they behave today—embodies outdated and indefensible privileges and inequalities. At a time when Thomas Piketty and other economists are warning of rising inequality and the increasing power of inherited wealth, it is bizarre that wealthy aristocratic families should still be the symbolic heart of modern democratic states. The most successful monarchies strive to abandon or hide their old aristocratic ways. Princes and princesses have day-jobs and ride bicycles, not horses (or helicopters). Even so, these are wealthy families who party with the international 1%, and media intrusiveness makes it increasingly difficult to maintain the right image. While Europe's monarchies will no doubt be smart enough to survive for some time to come, it is the British royals who have most to fear from the Spanish example. It is only the Queen who has preserved the monarchy's reputation with her rather ordinary (if well-heeled) granny style. The danger will come with Charles, who has both an expensive taste of lifestyle and a pretty hierarchical view of the world. He has failed to understand that monarchies have largely survived because they provide a service–as non-controversial and non-political heads of state. Charles ought to know that as English history shows, it is kings, not republicans, who are the monarchy's worst enemies. 1.According to the first two Paragraphs, King Juan Carlos of Spain（  ）.  2.Monarchs are kept as heads of state in Europe mostly （  ）.    3.Which of the following is shown to be odd, according to Paragraph 4? 4.The British royals “have most to fear” because Charle （  ）.    5.Which of the following is the best title of the text?  

問題1

A、used turn enjoy high public support

B、was unpopular among European royals

C、cased his relationship with his rivals

D、ended his reign in embarrassment

問題2

A、owing to their undoubted and respectable status

B、to achieve a balance between tradition and reality

C、to give voter more public figures to look up to

D、due to their everlasting political embodiment

問題3

A、Aristocrats' excessive reliance on inherited wealth.

B、The role of the nobility in modern democracies.

C、The simple lifestyle of the aristocratic families.

D、The nobility's adherence to their privileges.

問題4

A、takes a rough line on political issues

B、fails to change his lifestyle as advised

C、takes republicans as his potential allies

D、fails to adapt himself to his future role

問題5

A、Carlos, Glory and Disgrace Combined

B、Charles, Anxious to Succeed to the Throne

C、Carlos, a Lesson for All European Monarchs

D、Charles, Slow to React to the Coming Threats