BFT考试(全国出国培训备选人员外语水平考试)-11
(总分：104.00，做题时间：90分钟)
一、Reading(总题数：0，分数：0.00)
二、Part 1(总题数：1，分数：24.00)
Coca-Cola Classic
In May 1985, Coca-Cola chairman Robert Goizueta announced one of the boldest gambles in marketing history: Coca-Cola would make a significant flavor change in Coke, the world's best-lling soft drink. (1) The idea, according to one of Coke's leading strategists, "was to take all the positive qualities associated with the current product, its heritage and so on, and transfer that to an improved tasting product." (2) Supermarket sales of Coke had slipped behind Pepsi by almost two percentage points, and Pepsi was consistently winning blind taste tests. The advertising campaign for New Coke emphasized improved flavor.
Coca-Cola spent nearly ＄4 million to taste-test its new product on 200,000 consumers. (3) When the brands were not identified, the taste tests of 40,000 people done in 30 communities showed that 55 percent cho the new Coke over the old, and 52 percent cho it over Pepsi. Subjects were not told during any of the tests that the product being tested would take the place of the traditional Coke.
During the first month of New Coke's introduction, shipments to Coke bottlers t a record, and more people tried the new product than has ever sampled any new product. (4) Consumers began to demand the old Coke. Sales were dropping rapidly. There was even talk of a class-action suit by a Seattle-bad organization, Old Coke Drinkers of America. Coca-Cola headquarters received thousands of protest letters such as, "Dear Chief Dodo: what ignoramus decided to change the formula of Coke?" Coca-Cola bottlers meeting in Dallas signed a petition demanding that the company restore the traditional formula.
(5) On July 10, Coca-Cola announced that it would reintroduce the original formula under the name Coca-Cola Classic. Within hours of the announcement, a national phone surve
y indicated that 68 percent of the people were aware of that move and 66 percent approved of it. The Coca-Cola Classic package was designed only two days before the announcement.
(6) ABC News covered the story on its "World News Tonight" report, again on "Nightline", and on "20/20". ABC-TV also interrupted its "General Hospital" soap opera to tell the public that the old Coke was coming back.
(7) Pepsi's first advertising campaign in respon to its competitor's move stated that Pepsi's own better taste had forced Coca-Cola's move. The cond campaign talked about the confusion of Coke products, emphasizing the split between new Coke and old Coke. (8) By September, Coca-Cola decided to change its approach once more by bringing back the kind of traditional soft-drink advertising that it had been trying hard to get away from. The new ads did not address the differences between the new Coke and Coca-Cola Classic but rather, focud on a return to traditional values.
A. Coca-Cola introduced "New Coke" to the market in an attempt to win back market share from Pepsi.
B. Coke's 99-year-old formula would be modified to make it slightly sweeter and less filling.
C. The media had given a lot of coverage to what had been labeled the "new Coke failure".
D. PepsiCo, bottlers of Pepsi-Cola, couldn't resist the temptation to poke fun at Coca-Cola's misfortune in its advertising.
E. The confusion and controversy between the two cola market leaders grew.
F. On July 5, Coca-Cola announced that it would bring back the old formula.
G. Some of the taste tests were blind, and others had brand names associated with them.
H. However, the entire picture changed suddenly.
（分数：24.00）
填空项1:__________________ （正确答案：B）
解析：[解析] 空格前一句说Coca—Cola将会在口感上做出重大改变。B句紧接前一句说明将从哪方面进行改变。注意空格前一句里的“change”和B句里的“modified”属于近义词。
填空项1:__________________ （正确答案：A）
解析：[解析] 空格后一句指出Coca—Cola比Pepsi在超市的销售额落后了近2个点，并且Pepsi在口感盲试比赛中不断获胜。A句意思是“Coca—Cola试图通过向市场投入新的Coke来赢回。Pepsi(夺取的)市场份额”，符合此处逻辑。前后句里的“slipped behind”和“win back”呼应，Pepsi在两句都出现，也把两句紧密联系在一起。
填空项1:__________________ （正确答案：G）
解析：[解析] 空格前一句说Coca-Cola花费巨资让20万消费者品尝新可乐。G句说明这些品尝有的是盲品，有的是产品本身有相关的品牌名。G句里的“the taste tests”指的就是上句里的“taste-test”。
填空项1:__________________ （正确答案：H）
解析：[解析] 空格前一句说在最初阶段，新可乐很受欢迎，H句一转折，表明新可乐的前景不是一直光明的。
填空项1:__________________ （正确答案：F）
解析：[解析] 空格后一句里的“announced that it would reintroduced”和F句里的“announced that it would bring back”意思相近。
填空项1:__________________ （正确答案：C）
解析：[解析] C句意思是“媒体对所谓的新可乐失败大肆报道。”空格后的句子给出几家媒体的报道作为例子说明C句。
填空项1:__________________ （正确答案：D）
解析：[解析] D句说PepsiCo忍不住对Coca-Cola的不幸在它的广告里进行嘲讽。后面的句子列出两个广告作为例子证明。
填空项1:__________________ （正确答案：E）
解析：[解析] 空格后的两句话指出Coca-Cola一改往日的“避旧推新”广告策略，转而回归到传统广告宣传上来，并且在新广告里不再强调新旧两款可乐的差异。反推回去，E句合乎逻辑。
三、Part 2(总题数：1，分数：30.00)
Happy 75th Birthday, Social Security
1. On its 75th anniversary Social Security is once again under attack and so are its defenders. Tho who would axe benefits are spreading myths designed to make you think there is a looming crisis. Well, it is just not true. The stark reality is that it will be veral decades before the program encounters any financial problems. The program's trust fund will have a ＄4.3 trillion surplus by 2023, and can pay all its obligations for decades to come. And strengthening Social Security is easy—making the very rich pay their fair share by lifting the cap on contributions by the wealthy would allow the program to pay all its obligations indefinitely.
2. Social Security was a centerpiece of FDR(Franklin Delano Roovelt)'s New Deal reforms that helped this country recover from the Great Depression. The programs provided Americans a measure of dignity and hope and lasting curity against the vicissitudes of the market and life. FDR therefore accomplished what the venerable New Deal historian David Kennedy says is the challenge now facing President Obama—a rescue from the current economic crisis which will also make us "more resilient to face tho future cris that inevitably await us."
3. This anniversary is also a reminder of how major social reforms in this country have come about—in fits and starts. As former Clinton advir Paul Begala obrved in a Washington Post op-ed, "No lf-respecting liberal today would support Franklin Roovelt's original Social If that version of Social Security were introduced today, progressives like me would call it cramped, parsimonious, mean-spirited and even racist. Perhaps it was all tho things. But it was also a start. And for 74 years we have built on that start."
4. Indeed when Social Security was first pasd it left out African Americans and migrant
workers. It was an imperfect piece of legislation but one that progressives built on to create the program we know today—a program like Medicare—that people feel an emotional connection to and will fight to protect. A new campaign from MoveOn and Campaign for America's Future will tap into that energy, enlisting candidates to pledge their support to Social Security this election ason—opposing any cuts in benefits, including raising the retirement age. And the candidates would be wi to pay attention: A just-relead poll shows that 65% of voters reject raising the retirement age to 70. And a parate AARP (American Association of Retired Persons) poll shows the vast majority oppo cutting Social Security to reduce the deficit, and 50% of non-retired adults are willing to pay more now in payroll taxes to ensure Social Security will be there when they retire.
5. Progressives can also mark this anniversary by not only rededicating themlves to defending Social Security, but also going on the offensive to expand and improve our social curity system to provide economic curity for everyone.
（分数：30.00）
(1).A Difficulty in implementing social reforms in US
B Grand celebration plan for Social Security
C Financial capacity of the prent Social Security
D Progressives' contribution to Social Security
E Impact of Roovelt's New Deal reforms
F Social Security's development and popularity
G Public confidence in new social reforms
Paragraph 1（分数：3.00）
填空项1:__________________ （正确答案：C）
解析：[解析] 第一段的“The and can pay all its obligations for decades to come.”两句说明现在的社保完全有财政支付能力，即C句。
(2).Paragraph 2（分数：3.00）
填空项1:__________________ （正确答案：E）
解析：[解析] 第二段的首句是该段的主题句，意思是“社保是罗斯福新政的主要部分”，故E句概括了本段的大意。
(3).Paragraph 3（分数：3.00）
填空项1:__________________ （正确答案：A）
解析：[解析] 本段引号里的句子用虚拟语气指出，如果罗斯福最初提出的社保方案放在今天的话会没有人去支持的，映射出今日社保改革的艰难，所以A句符合本段。
(4).Paragraph 4（分数：3.00）
填空项1:__________________ （正确答案：F）
解析：[解析] 从本段前半部分的“was first pasd, a new campaign, will tap into”等表达可知这部分概述了社保的发展，后半部分的几组数据表明社保广受大众青睐，故F句全面概括了本段的内容。
(5).Paragraph 5（分数：3.00）
填空项1:__________________ （正确答案：D）
解析：[解析] 本段只有一句话，主语是“progressives”，故D句符合题意。
(6).A. the candidates of this election
B. the wealthy
C. the financial deficit
D. a system of sustainable curity
E. the progressives
F. today's social curity system
G. the ups and downs of the market
To enhance Social Security, everyone should contribute, especially ______.（分数：3.00）
填空项1:__________________ （正确答案：B）
解析：[解析] 根据题干里的“To enhance Social Security”定位在第一段倒数第二行“And strengthening Social Security ”，得出答案B。
(7).Roovelt's New Deal reforms established ______.（分数：3.00）
填空项1:__________________ （正确答案：D）
解析：[解析] 可知罗斯福新政的成果之一就是一个可持续发展的保障体制。
(8).Roovelt's Social Security Act paved the way for ______.（分数：3.00）
填空项1:__________________ （正确答案：F）
解析：
(9).The Social Security program would gain the support from ______.（分数：3.00）
