考研英语（阅读）-试卷155
(总分：60.00，做题时间：90分钟)
一、 Reading Comprehension(总题数：6，分数：60.00)
1.Section II Reading Comprehension（分数：10.00）
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解析：
2.Part ADirections: Read the following four texts. Answer the questions below each text by choosing A, B, C or D.（分数：10.00）
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解析：
The rough guide to marketing success ud to be that you got what you paid for. No longer.
While traditional "paid" media—such as television commercials and print advertiments—still play a major role, companies today can exploit many alternative forms of media. Consumers passionate about a product may create "earned" media by willingly promoting it to friends, and a company may leverage "owned" media by nding e-mail alerts about products and sales to customers registered with its Web site. The way consumers now approach the process of making purcha decisions means that marketing"s impact stems from a 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 urs" respons. But in some cas, one marketer"s owned media become another marketer" s paid media—for instance, when an e-commerce retailer lls ad space on its Web site. We define such sold media as owned media who 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 prence of other marketers makes the site em objective, gives companies opportunities to learn valuable information about the appeal of other companies" marketing, and may help expand ur traffic for all companies concerned. The same dramatic technological changes that have provided marketers with more(and more diver)communications choices have also incread 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 ast 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 business 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 ca, the company"s respon may not be sufficiently quick or thoughtful, and the learning curve has been steep. Toyota Motor, for example, alleviated some of the damag
e from its recall crisis earlier this year with a relatively quick and well-orchestrated social-media respon campaign, which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg.（分数：10.00）
(1).Consumers may create "earned" media when they are（分数：2.00）
A.obsd with online shopping at certain Web sites.
louis B.inspired by product-promoting e-mails nt to them.
C.eager to help their friends promote quality products.
&husiastic about recommending their favorite products. √
解析：解析：细节题。根据题干定位在文章第一段第四句：热衷于某种产品的消费者，可以通过自愿推荐给朋友的方式，为企业创造无偿媒介。D项中的enthusiastic和原文中的passionate同义，且recommend和promote同义，因此D项为正确答案。文中未提到网络购买，故排除A项。文中消费者向朋友推荐喜欢的商品是他们的主动行为，而非被动，故排除B项。文中是向朋友推荐，而非帮朋友推荐，故排除C项。
(2).According to Paragraph 2, sold media features（分数：2.00）
A.a safe business environment.
B.random competition.
一霎的拼音 C.strong ur traffic. √
D.flexibility in organization.平面设计师要求
低能解析：解析：细节题。根据题干定位在文章第二段第四句，指出“售出媒介”的特征包括：流量非常大、其他结构将广告内容或电子商务引擎投放其中、属于自有媒介。C项对应第一个特点，故为正确答案。A项根据“出售媒介”的定义设置干扰；B、D两项根据第二段第六、七句有关BabyCenter这个“售出媒介”的细节设置干扰，故排除。
(3).The author indicates in Paragraph 3 that earned media（分数：2.00）
A.invite constant conflicts with passionate consumers.
B.can be ud to produce negative effects in marketing. √
marine
C.may be responsible for fiercer competition.
D.derve all the negative comments about them.防爆专家
解析：解析：推断题。根据题干定位在文章第三段：科技革新带来的风险．消费者可以通过推荐商品而成为“无偿”媒介，同时技术革新让他们能够更快、更明显地表达观点．挟持媒介施加压力．而此处的媒介指的就是上文中提及的earned media；劫持媒介(hijacked media)就是无偿媒介的对立面。也就是说，无偿媒介有可能被劫持，转化为劫持媒介，进而给企业施加压力。由此可推断，这是一种负面效果，所以B项为正确答案。A项为反向干扰。C项非第三段讲解的内容。原文提到会有负面批评，但未提及是他们应得的，故D项为主观臆断。金属的冶炼
(4).Toyota Motor" s experience is cited as an example of（分数：2.00）
&sponding effectively to hijacked media. √
B.persuading customers into boycotting products.
&perating with supportive consumers.
D.taking advantage of hijacked media.
解析：解析：细节题。根据题干定位在文章第四段，其中第一句为文章的主题句，其大意为：如果发生了这样的事情，狂热的消费者可能试图劝服其他人共同抵制公司产品．从而危及企业声誉。这种情况下，企业斥应也许不够快或不够好，但不管怎样都能迅速学会如何应对。接着，文中列举了丰田汽车公司的例子，它能减少部分损失，其原因在于：采取了较快且较有序的社交媒体回应行动。由此判断A项为正确答案。文中末段第一句提到了消费者可能会劝说其他人抵制某些产品．故B项排除。在例子中提到Toyota Motor公司缓解危机的方式是与消费者直接沟通，属于例子内的信息且沟通交流不等于合作，故C项排除。文中是消除被劫持媒体带来的危害，而非去利用被劫持的媒体，故D项排除。
(5).Which of the following is the text mainly about?（分数：2.00）
accept是什么意思
A.Alternatives to conventional paid media. √
B.Conflict between hijacked and earned media.
C.Dominance of hijacked media.
D.Popularity of owned media.
解析：解析：主旨题。第一段指出除了传统的媒介方式，还有很多其他媒介形式；第二段讲述了自有媒介和付费媒介；第三段分析了劫持媒介的弊端；第四段举例说明有效回应劫持媒介的重要性。从文章四个段落的分布来看，第一段提及其他媒介形式，而第二、三、四段分别讲述了不同的媒介形式。由此可判断A项为正确答案。B项只涉及两种媒体，C、D项只涉及一种，故均排除。
It never rains but it pours . Just as boss and boards have finally sorted out their worst accounting and compliance troubles, and improved their feeble corporation governance, a new problem threatens to earn them—especially in America—the sort of nasty headlines that inevitably lead to heads rolling in the executive suite: data incurity. Left, until now, to odd, low-level IT staff to put right, and en as a concern only of data-rich industries such as banking, telecoms and air travel, information protection is now high on the boss" s agenda in business of every variety. Several massive leakages of customer and employee data this year—from organizations as diver as Time Warner, the Americ
an defen contractor Science Applications International Corp and even the University of California, Berkeley—have left managers hurriedly peering into their intricate IT systems and business process in arch of potential vulnerabilities. "Data is becoming an ast which needs to be guarded as much as any other ast," says Haim Mendel-son of Stanford University"s business school. "The ability to guard customer data is the key to market value, which the board is responsible for on behalf of shareholders." Indeed, just as there is the concept of Generally Accepted Accounting Principles.(GAAP), perhaps it is time for GASP, Generally Accepted Security Practices , suggested Eli Noam of New York" s Columbia Business School. "Setting the proper investment level for curity, redundancy, and recovery is a management issue, not a technical one," he says. The mystery is that this should come as a surpri to any boss. Surely it should be obvious to the dimmest executive that trust, that most valuable of economic asts, is easily destroyed and hugely expensive to restore—and that few things are more likely to destroy trust than a company letting nsitive personal data get into the wrong hands. The current state of affairs may have been encouraged—though not justified—by the lack
of legal penalty(in America, but not Europe)for data leakage. Until California recently pasd a law, American firms did not have to tell anyone, even the victim, when data went astray. That may change fast: lots of propod data-curity legislation is now doing the rounds in Washington, D.C..Meanwhile, the theft of information about some 40 million credit-card accounts in America, disclod on June 17th, overshadowed a hugely important decision a day earlier by America"s Federal Trade Commission(FTC)that puts corporate America on notice that regulators will act if firms fail to provide adequate data curity.（分数：10.00）
(1).The statement "It never rains but it pours" is ud to introduce（分数：2.00）
A.the fierce business competition.accountname
B.the feeble boss-board relations.
C.the threat from news reports.
D.the verity of data leakage. √
解析：解析：细节题。根据题干定位到第一段。本段第一句话是抽象概括，后两句分别对其进行展开解释。第二句关键部分是“the sort of nasty headlines that inevitably lead to heads rolling in theexecutive suite：data incurity”，第三句关键部分是“information protection is now high on the boss’sagenda in business of every variety”。两句话对应的关键词data incurity和informationprotection。be high on the agenda“最高议事日程”，说明问题很严重。所以D项“数据泄露的严重性”为正确选项。
(2).According to Paragraph 2, some organizations check their systems to find out（分数：2.00）
什么是diy
A.whether there is any weak point. √
B.what sort of data has been stolen.
C.who is responsible for the leakage.
D.how the potential spies can be located.
