admin管理员组文章数量:1581615
2024年4月3日发(作者:)
2011年河南大学研究生英语复试真题(与2010卷基本重复)
一、单选:为2010年河南大学英语复试真题单选原题(20分)
二、完型:为2010年河南大学英语复试完型填空原题。(20分)
三、阅读:passage 1和passage 2为2010年河南大学复试真题前
两个阅读(后两篇阅读理解如下)
passage 3(2011年英语考研真题)
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
1
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
2
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 (D)
[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.
52. According to Paragraph 2,sold media feature (A)
[A] a safe business environment.
[B] random competition.
[C] strong user traffic.
[D] flexibility in organization.
53. The author indicates in Paragraph 3 that earned media (C)
[A] invite constant conflicts with passionate consumers.
3
[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.
54. Toyota Motor„s experience is cited as an example of (B)
[A] responding effectively to hijacked media.
[B] persuading customers into boycotting products.
[C] cooperating with supportive consumers.
[D] taking advantage of hijacked media.
55. Which of the following is the text mainly about ? (A)
[A] Alternatives to conventional paid media.
[B] Conflict between hijacked and earned media.
[C] Dominance of hijacked media.
[D] Popularity of owned media.
Passage 4(2002年考研真题)
If you intend using humor in your talk to make people smile, you
must know how to identify shared experiences and problems. Your
4
humor must be relevant to the audience and should help to show them
that you are one of them or that you understand their situation and are in
sympathy with their point of view. Depending on whom you are
addressing, the problems will be different. If you are talking to a group of
managers, you may refer to the disorganized methods of their secretaries;
alternatively if you are addressing secretaries, you may want to comment
on their disorganized bosses.
Here is an example, which I heard at a nurses' convention, of a story
which works well because the audience all shared the same view of
doctors. A man arrives in heaven and is being shown around by St. Peter.
He sees wonderful accommodations, beautiful gardens, sunny weather,
and so on. Everyone is very peaceful, polite and friendly until, waiting in
a line for lunch, the new arrival is suddenly pushed aside by a man in a
white coat, who rushes to the head of the line, grabs his food and stomps
over to a table by himself. "Who is that?" the new arrival asked St. Peter.
"Oh, that's God," came the reply, "but sometimes he thinks he's a doctor."
If you are part of the group which you are addressing, you will be in
a position to know the experiences and problems which are common to
all of you and it'll be appropriate for you to make a passing remark about
the inedible canteen food or the chairman's notorious bad taste in ties.
With other audiences you mustn't attempt to cut in with humor as they
will resent an outsider making disparaging remarks about their canteen or
5
版权声明:本文标题:河南大学历年考研英语真题(带答案) 内容由热心网友自发贡献,该文观点仅代表作者本人, 转载请联系作者并注明出处:https://www.elefans.com/dongtai/1712144391a345543.html, 本站仅提供信息存储空间服务,不拥有所有权,不承担相关法律责任。如发现本站有涉嫌抄袭侵权/违法违规的内容,一经查实,本站将立刻删除。
发表评论