Passage 1

　　It can be argued that much consumer dissatisfaction with marketing strategies arises from an inability to aim advertising at only the likely buyers of a given product.

　　There are three groups of consumers who are affected by the marketing process. First， there is the market segment-people who need the commodity in question. Second， there is the program target-people in the market segment with the “best fit” characteristics for a specific product. （Line9） Lots of people may need trousers， but only a few qualify as likely buyers of very expensive designer trousers. Finally， there is the program audience-all people who are actually exposed to the marketing program without regard to whether they need or want the product.

　　These three groups are rarely identical. An exception occurs occasionally in cases where customers for a particular industrial product may be few and easily identifiable. Such customers， all sharing a particular need， are likely to form a meaningful target， for example， all companies with a particular application of the product in question， such as high-speed fillers of bottles at breweries. In such circumstances， direct selling（marketing that reaches only the program target）is likely to be economically justified， and highly specialized trade media exist to expose members of the program target-and only members of the program target-to the marketing program.

　　Most consumer-goods markets are significantly different. Typically， there are many rather than few potential customers. Each represents a relatively small percentage of potential sales. Rarely do members of a particular market segment group themselves neatly into a meaningful program target. There are substantial differences among consumers with similar demographic characteristics. Even with all the past decade's advances in information technology， direct selling of consumer goods is rare， and mass marketing-a marketing approach that aims at a wide audience-remains the only economically feasible mode. Unfortunately， there are few media that allow the marketer to direct a marketing program exclusively to the program target. Inevitably， people get exposed to a great deal of marketing for products in which they have no interest and so they become annoyed.

　　1. The passage suggests which of the following about highly specialized trade media？

　　（A） They should be used only when direct selling is not economically feasible.

　　（B） They can be used to exclude from the program audience people who are not part of the program target.

　　（C） They are used only for very expensive products.

　　（D） They are rarely used in the implementation of marketing programs for industrial products.

　　（E） They are used only when direct selling has not reached the appropriate market segment.

　　2. According to the passage， most consumer-goods markets share which of the following characteristics？

　　I. Customers who differ significantly from each other

　　II. Large numbers of potential customers

　　III. Customers who each represent a small percentage of potential sales

　　（A） I only

　　（B） II only

　　（C） I and II only

　　（D） I， II， and III

　　3. The passage suggests which of the following about direct selling？

　　（A） It is used in the marketing of most industrial products.

　　（B） It is often used in cases where there is a large program target.

　　（C） It is not economically feasible for most marketing programs.

　　（D） It is used only for which there are many potential customers.

　　（E） It is less successful at directing a marketing program to the target audience than are other marketing approaches.

　　4. The author mentions “trousers”（lines 9 and 11）most likely in order to

　　（A） make a comparison between the program target and the program audience.

　　（B） emphasize the similarities between the market segment and the program target

　　（C） provide an example of the way three groups of consumers are affected by a marketing program

　　（D） clarify the distinction between the market segment and the program target

　　（E） introduce the concept of the program audience

　　5. Which of the following best exemplifies the situation described in the last two sentences of the passage？

　　（A） A product suitable for women age 21-30 is marketed at meetings attended only by potential customers.

　　（B） A company develops a new product and must develop an advertising campaign to create a market for it.

　　（C） An idea for a specialized product remains unexplored because media exposure of the product to its few potential customers would be too expensive.

　　（D） A new product is developed and marketers collect demographic data on potential consumers before developing a specific advertising campaign.

　　（E） A product suitable for men age 60 and over is advertised in a magazine read by adults of all ages.

　　6. The passage suggests that which of the following is true about the marketing of industrial products like those discussed in the third paragraph？

　　（A） The market segment and program target are identical.

　　（B） Mass marketing is the only feasible way of advertising such products.

　　（C） The marketing program cannot be directed specifically to the program target.

　　（D） More customers would be needed to justify the expense of direct selling.

　　（E） The program audience would necessarily be made up of potential customers， regardless of the marketing approach that was used.

　　7. The passage supports which of the following statements about demographic characteristics and marketing？

　　（A） Demographic research is of no use in determining how successful a product will be with a particular group of consumers.

　　（B） A program audience is usually composed of people with similar demographic characteristics.

　　（C）Psychological factors are more important than demographic factors in defining a market segment.

　　（D） Consumers with similar demographic characteristics do not necessarily form a meaningful program target.

　　（E） Collecting demographic data is the first step that marketers take in designing a marketing program.

　　8. It can be inferred from the passage that which of the following is true for most consumer-goods markets？

　　（A） The program audience is smaller than the market segment.

　　（B） The program audience and the market segment are usually identical.

　　（C） The market segment and the program target are usually identical.

　　（D） The program target is larger than the market segment.

　　（E） The program target and the program audience are not usually identical.

　　Passage 2

　　本文在第7课第2小节讲文章套路时作为例子讲过。

　　第11课第3小节是从本文的第三段开始讲的，请注意。

　　At the end of the nineteenth century， a rising interest

　　in Native American customs and an increasing desire to

　　understand Native American culture prompted ethnolo-

　　gists to begin recording the life stories of Native Amer-

　　（5） ican. Ethnologists had a distinct reason for wanting to

　　hear the stories： they were after linguistic or anthropo-

　　logical data that would supplement their own field

　　observations， and they believed that the personal

　　stories， even of a single individual， could increase their

　　（10） understanding of the cultures that they had been

　　observing from without. In addition many ethnologists

　　at the turn of the century believed that Native Amer-

　　ican manners and customs were rapidly disappearing，

　　and that it was important to preserve for posterity as

　　（15） much information as could be adequately recorded

　　before the cultures disappeared forever.

　　There were， however， arguments against this method

　　as a way of acquiring accurate and complete informa-

　　tion. Franz Boas， for example， described autobiogra-

　　（20） phies as being “of limited value， and useful chiefly for

　　the study of the perversion of truth by memory，“ while

　　Paul Radin contended that investigators rarely spent

　　enough time with the tribes they were observing， and

　　inevitably derived results too tinged by the investi-

　　（25） gator's own emotional tone to be reliable.

　　Even more importantly， as these life stories moved

　　from the traditional oral mode to recorded written

　　form， much was inevitably lost. Editors often decided

　　what elements were significant to the field research on a

　　（30） given tribe. Native Americans recognized that the

　　essence of their lives could not be communicated in

　　English and that events that they thought significant

　　were often deemed unimportant by their interviewers.

　　Indeed， the very act of telling their stories could force

　　（35） Native American narrators to distort their cultures， as

　　taboos had to be broken to speak the names of dead

　　relatives crucial to their family stories.

　　Despite all of this， autobiography remains a useful

　　tool for ethnological research： such personal reminis-

　　（40） cences and impressions， incomplete as they may be， are

　　likely to throw more light on the working of the mind

　　and emotions than any amount of speculation from an

　　ethnologist or ethnological theorist from another

　　culture.

　　1. Which of the following best describes the organization

　　of the passage？

　　（A） The historical backgrounds of two currently used

　　research methods are chronicled.

　　（B） The validity of the data collected by using two

　　different research methods is compared.

　　（C） The usefulness of a research method is questioned

　　and then a new method is proposed.

　　（D） The use of a research method is described and the

　　limitations of the results obtained are discussed.

　　（E） A research method is evaluated and the changes

　　necessary for its adaptation to other subject areas are

　　discussed.

　　2. Which of the following is most similar to the actions of

　　nineteenth-century ethnologists in their editing of the

　　life stories of Native Americans？

　　（A） A witness in a jury trial invokes the Fifth

　　Amendment in order to avoid relating personally

　　incriminating evidence.

　　（B） A stockbroker refuses to divulge the source of her

　　information on the possible future increase in a

　　stock's value.

　　（C） A sports announcer describes the action in a team

　　sport with which he is unfamiliar.

　　（D） A chef purposely excludes the special ingredient

　　from the recipe of his prizewinning dessert.

　　（E） A politician fails to mention in a campaign speech

　　the similarities in the positions held by her opponent

　　for political office and by herself.

　　3. According to the passage， collecting life stories can be a

　　useful methodology because

　　（A） life stories provide deeper insights into a culture

　　than the hypothesizing of academics who are not

　　members of that culture

　　（B） life stories can be collected easily and they are not

　　subject to invalid interpretations

　　（C） ethnologists have a limited number of research

　　methods from which to choose

　　（D） life stories make it easy to distinguish between the

　　important and unimportant features of a culture

　　（E） the collection of life stories does not require a

　　culturally knowledgeable investigator

　　4. Information in the passage suggests that which of

　　the following may be a possible way to eliminate

　　bias in the editing of life stories？

　　（A） Basing all inferences made about the culture

　　on an ethnological theory

　　（B） Eliminating all of the emotion-laden information

　　reported by the informant

　　（C） Translating the informant's words into the

　　researcher's language

　　（D） Reducing the number of questions and carefully

　　specifying the content of the questions that the

　　investigator can ask the informant

　　（E） Reporting all of the information that the informant

　　provides regardless of the investigator's personal

　　opinion about its intrinsic value

　　5. The primary purpose of the passage as a whole is to

　　（A） question an explanation

　　（B） correct a misconception

　　（C） critique a methodology

　　（D） discredit an idea

　　（E） clarify an ambiguity

　　6. It can be inferred from the passage that a characteristic

　　of the ethnological research on Native Americans

　　conducted during the nineteenth century was the use

　　of which of the following？

　　（A） Investigators familiar with the culture under study

　　（B） A language other than the informant's for recording

　　life stories

　　（C） Life stories as the ethnologist's primary source of

　　information

　　（D） Complete transcriptions of informants' descriptions

　　of tribal beliefs

　　（E） Stringent guidelines for the preservation of cultural

　　data

　　7. The passage mentions which of the following as a factor

　　that can affect the accuracy of ethnologists'

　　transcriptions of life stories？

　　（A） The informant's social standing within the culture

　　（B） The inclusiveness of the theory that provided the

　　basis for the research

　　（C） The length of time the researchers spent in the

　　culture under study

　　（D） The number of life stories collected by the

　　researchers

　　（E） The verifiability of the information provided by the

　　research informants

　　8. It can be inferred from the passage that the author would

　　be most likely to agree with which of the following

　　statements about the usefulness of life stories as a source

　　of ethnographic information？

　　（A） They can be a source of information about how

　　people in a culture view the world.

　　（B） They are most useful as a source of linguistic

　　information.

　　（C） They require editing and interpretation before they

　　can be useful.

　　（D） They are most useful as a source of information

　　about ancestry.

　　（E） They provide incidental information rather than

　　significant insights into a way of life.

　　Passage 23： DCAEC BCA

　　Passage 3

　　本文是在第11课第4小节讲的：

　　In contrast to traditional analyses of minority busi-

　　ness， the sociological analysis contends that minority

　　business ownership is a group-level phenomenon， in that

　　it is largely dependent upon social-group resources for

　　（5） its development. Specifically， this analysis indicates that

　　support networks play a critical role in starting and

　　maintaining minority business enterprises by providing

　　owners with a range of assistance， from the informal

　　encouragement of family members and friends to

　　（10） dependable sources of labor and clientele from the

　　owner's ethnic group. Such self-help networks， which

　　encourage and support ethnic minority entrepreneurs，

　　consist of “primary” institutions， those closest to the

　　individual in shaping his or her behavior and beliefs.

　　（15） They are characterized by the face-to-face association

　　and cooperation of persons united by ties of mutual

　　concern. They form an intermediate social level between

　　the individual and larger “secondary ” institutions based

　　on impersonal relationships. Primary institutions

　　（20） comprising the support network include kinship peer，

　　and neighborhood or community subgroups.

　　A major function of self-help networks is financial

　　support. Most scholars agree that minority business

　　owners have depended primarily on family funds and

　　（25） ethnic community resources for investment capital.

　　Personal savings have been accumulated， often through

　　frugal living habits that require sacrifices by the entire

　　family and are thus a product of long-term family finan-

　　cial behavior. Additional loans and gifts from relatives，

　　（30） forthcoming because of group obligation rather than

　　narrow investment calculation， have supplemented

　　personal savings. Individual entrepreneurs do not neces-

　　sarily rely on their kin because they cannot obtain finan-

　　cial backing from commercial resources. They may actu-

　　（35） ally avoid banks because they assume that commercial

　　institutions either cannot comprehend the special needs

　　of minority enterprise or charge unreasonably high

　　interest rates.

　　Within the larger ethnic community， rotating credit

　　（40） associations have been used to raise capital. These asso-

　　ciations are informal clubs of friends and other trusted

　　members of the ethnic group who make regular contri-

　　butions to a fund that is given to each contributor in

　　rotation. One author estimates that 40 percent of New

　　（45）York Chinatown firms established during 1900-1950

　　utilized such associations as their initial source of

　　capital. However， recent immigrants and third or fourth

　　generations of older groups now employ rotating credit

　　associations only occasionally to raise investment funds.

　　（50） Some groups， like Black Americans， found other means

　　of financial support for their entrepreneurial efforts.The

　　first Black-operated banks were created in the late nine-

　　teenth century as depositories for dues collected from

　　fraternal or lodge groups， which themselves had sprung

　　（55） from Black churches. Black banks made limited invest-

　　ments in other Black enterprises. Irish immigrants in

　　American cities organized many building and loan asso-

　　ciations to provide capital for home construction and

　　purchase. They， in turn， provided work for many Irish

　　（60） home-building contractor firms. Other ethnic and

　　minority groups followed similar practices in founding

　　ethnic-directed financial institutions.

　　1. Based on the information in the passage， it would be

　　LEAST likely for which of the following persons to be

　　part of a self-help network？

　　（A） The entrepreneur's childhood friend

　　（B） The entrepreneur's aunt

　　（C） The entrepreneur's religious leader

　　（D） The entrepreneur's neighbor

　　（E） The entrepreneur's banker

　　2. Which of the following illustrates the working of a self-

　　help support network， as such networks are described

　　in the passage？

　　（A） A public high school offers courses in book-keeping

　　and accounting as part of its open-enrollment adult

　　education program.

　　（B） The local government in a small city sets up a

　　program that helps teen-agers find summer jobs.

　　（C） A major commercial bank offers low-interest loans

　　to experienced individuals who hope to establish

　　their own businesses.

　　（D） A neighborhood-based fraternal organization

　　develops a program of on-the-job training for its

　　members and their friends.

　　（E） A community college offers country residents

　　training programs that can lead to certification in a

　　variety of technical trades.

　　3. Which of the following can be inferred from the passage

　　about rotating credit associations？

　　（A） They were developed exclusively by Chinese

　　immigrants.

　　（B） They accounted for a significant portion of the

　　investment capital used by Chinese immigrants in

　　New York in the early twentieth century.

　　（C） Third-generation members of an immigrant group

　　who started businesses in the 1920's would have

　　been unlikely to rely on them.

　　（D） They were frequently joint endeavors by members

　　of two or three different ethnic groups.

　　（E） Recent immigrants still frequently turn to rotating

　　credit associations instead of banks for investment

　　capital.

　　4. The passage best supports which of the following

　　statements？

　　（A） A minority entrepreneur who had no assistance

　　from family members would not be able to start a

　　business.

　　（B） Self-help networks have been effective in helping

　　entrepreneurs primarily in the last 50 years.

　　（C） Minority groups have developed a range of

　　alternatives to standard financing of business

　　ventures.

　　（D） The financial institutions founded by various ethnic

　　groups owe their success to their unique formal

　　organization.

　　（E） Successful minority-owned businesses succeed

　　primarily because of the personal strengths of their

　　founders.

　　5. Which of the following best describes the organization

　　of the second paragraph？

　　（A） An argument is delineated， followed by a

　　counterargument.

　　（B） An assertion is made and several examples are

　　provided to illustrate it.

　　（C） A situation is described and its historical

　　background is then outlined.

　　（D） An example of a phenomenon is given and is then

　　used as a basis for general conclusions.

　　（E） A group of parallel incidents is described and the

　　distinctions among the incidents are then clarified.

　　6. According to the passage， once a minority-owned

　　business is established， self-help networks contribute

　　which of the following to that business？

　　（A） Information regarding possible expansion of the

　　business into nearby communities

　　（B） Encouragement of a business climate that is nearly

　　free of direct competition

　　（C） Opportunities for the business owner to reinvest

　　profits in other minority-owned businesses

　　（D） Contact with people who are likely to be customers

　　of the new business

　　（E） Contact with minority entrepreneurs who are

　　members of other ethnic groups

　　7. It can be inferred from the passage that traditional

　　analyses of minority business would be LEAST likely

　　to do which of the following？

　　（A） Examine businesses primarily in their social

　　contexts

　　（B） Focus on current， rather than historical， examples

　　of business enterprises

　　（C） Stress common experiences of individual

　　entrepreneurs in starting businesses

　　（D） Focus on the maintenance of businesses， rather

　　than means of starting them

　　（E） Focus on the role of individual entrepreneurs in

　　starting a business

　　8. Which of the following can be inferred from the

　　passage about the Irish building and loan

　　associations mentioned in the last paragraph？

　　（A） They were started by third-or fourth-generation

　　immigrants.

　　（B） They originated as offshoots of church-related

　　groups.

　　（C） They frequently helped Irish entrepreneurs to

　　finance business not connected with construction.

　　（D） They contributed to the employment of many Irish

　　construction workers.

　　（E） They provided assistance for construction

　　businesses owned by members of other ethnic

　　groups.

　　KEYS：

　　Passage 1： BECDE ADE

　　Passage 2： DCAEC BCA

　　Passage 3： EDBCB DAD