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2024年4月3日发(作者:)
考研英语一阅读历年真题
考研英语一阅读历年真题1
Text 3
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
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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
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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.
ers may create “earned” media when they are
[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.
32. According to Paragraph 2,sold media feature
[A] a safe business environment.
[B] random competition.
[C] strong user traffic.
[D] flexibility in organization.
33. The author indicates in Paragraph 3 that earned media
[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.
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34. Toyota Motor‘s experience is cited as an example of
[A] responding effectively to hijacked media.
[B] persuading customers into boycotting products.
[C] cooperating with supportive consumers.
[D] taking advantage of hijacked media.
35. Which of the following is the text mainly about ?
[A] Alternatives to conventional paid media.
[B] Conflict between hijacked and earned media.
[C] Dominance of hijacked media.
[D] Popularity of owned media.
考研英语一阅读历年真题2
Text 3
The journal Science is adding an extra source at
Peer-review process, editor-in-chief Marcia McNott announced
today. The Follows similar efforts from other journals, after
widespread concern that Mistakes in data analysis are
contributing to the Published research findings.
Readers must have confidence in the conclusions
published in our journal,writes McNutt in an editorial. Working
with the American Statistical Association, the Journal has
appointed seven experts to a statistics board of reviewing
Manuscript will be flagged up for additional scrutiny by the
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Journals editors, or by its existing Board of Reviewing Editors
or by outside peer The SBoRE panel will then find external
statisticians to review these
Asked whether any particular papers had impelled the
change, McNutt said,The creation of thestatistics boardwas
motivated by concerns broadly with the application of
statistics and data analysis in scientific research and is part
of Sciences overall drive to increase reproducibility in the
research we publish.
Giovanni Parmigiani,a biostatistician at the Harvard
School of Public Health, a member of the SBoRE group, says he
expects the board to play primarily on advisory role. He agreed
to join because he found the foresight behind the establishment
of the SBoRE to be novel, unique and likely to have a lasting
impact. This impact will not only be through the publications
in Science itself, but hopefully through a larger group of
publishing places that may want to model their approach after
Science.
John Ioannidis, a physician who studies research
methodology, says that the policy is a most welcome step
forwardand long overdue,Most journals are weak in statistical
review,and this damages the quality of what they publish. I
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think that, for the majority of scientific papers nowadays,
statistical review is more essential than expert review,he says.
But he noted that biomedical journals such as Annals of Internal
Medicine, the Journal of the American Medical Association and
The Lancet pay strong attention to statistical review.
Professional scientists are expected to know how to
analyze data, but statistical errors are alarmingly common in
published research,according to David Vaux,a cell biologist.
Researchers should improve their standards, he wrote in 2022,
but journals should also take a tougher line,engaging reviewers
who are statistically literate and editors who can verify the
says that Sciences idea to pass some papers to
statisticians has some merit,but a weakness is that it relies
on the board of reviewing editors to identifythe papers that
need scrutinyin the first place.
31. It can be learned from Paragraph I that
[A] Science intends to simplify its peer-review process.
[B]journals are strengthening their statistical checks.
[C]few journals are blamed for mistakes in data analysis.
[D]lack of data analysis is common in research projects.
32. The phrase flagged up (Para.2)is the closest in
meaning to
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[A]found.
[B]revised.
[C]marked
[D]stored
33. Giovanni Parmigiani believes that the establishment
of the SBoRE may
[A]pose a threat to all its peers
[B]meet with strong opposition
[C]increase Sciences circulation.
[D]set an example for other journals
34. David Vaux holds that what Science is doing now
A. adds to researchers worklosd.
B. diminishes the role of reviewers.
C. has room for further improvement.
D. is to fail in the foreseeable future.
35. Which of the following is the best title of the text?
A. Science Joins Push to Screen Statistics in Papers
B. Professional Statisticians Deserve More Respect
C. Data Analysis Finds Its Way onto Editors Desks
D. Statisticians Are Coming Back with Science
考研英语一阅读历年真题3
Text 3
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Any fair-minded assessment of the dangers of the deal
between Britains National Health Service (NHS) and DeepMind
must start by acknowledging that both sides mean well. DeepMind
is one of the leading artificial intelligence (AI) companies
in the world. The potential of this work applied to healthcare
is very great, but it could also lead to further concentration
of power in the tech giants. It Is against that background that
the information commissioner, Elizabeth Denham, has issued her
damning verdict against the Royal Free hospital trust under the
NHS, which handed over to DeepMind the records of 1.6 million
patients In 2022 on the basis of a vague agreement which took
far too little account of the patients rights and their
expectations of privacy.
DeepMind has almost apologized. The NHS trust has mended
its ways. Further arrangements- and there may be many-between
the NHS and DeepMind will be carefully scrutinised to ensure
that all necessary permissions have been asked of patients and
all unnecessary data has been cleaned. There are lessons about
informed patient consent to learn. But privacy is not the only
angle in this case and not even the most important. Ms Denham
chose to concentrate the blame on the NHS trust, since under
existing law it “controlled” the data and DeepMind merely
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