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A manufacturer of sports shoes starts selling consumer electronics. A soft drink lends its name to a range of urban clothing. What’s going on? In simpler times, you knew where you were with brands. One brand name meant good-quality sports shoes, another a soft drink. No confusion. Today, however, big companies try to redefine brands as not so much a product, more a way of life, and stretch them into new areas. In the early years of the consumer society, a brand name on a box simply identified what was inside. People were looking for products that would improve their quality of life, and choose brands most likely to achieve that purpose. But as people in industrialized nations became more affluent and fulfilled their basic needs, brands acquired other attributes. The functionality of the product was still important, but people also started using brands to say something about themselves, for example, choosing a brand of cosmetics which would suggest that they were sophisticated jet-setters.Now, we have entered a third age of branding, in which so many companies are making roughly the same product at roughly the same price that functionality rarely succeeds as a point of differentiation. Instead, companies are trying to make their brands stand out by emphasizing their emotional aspects, hoping consumers will identify with the set of values the brand represents.One disadvantage of a product-based brand is that if the product goes out of fashion, the brand goes with it. This is a serious concern for manufactures of breakfast cereals, who are struggling to counter weak demand for the products that bear their names. So far, their marketing efforts seem to be having little effect. The advantage for emotional brands is that companies can transfer their brand strength into other areas, increasing revenues and reducing their exposure to the lifespan of a single product.The elasticity of brands seems to be related to their position on a spectrum ranging from those rooted in solid, tangible assets to those with highly intangible emotional qualities. At the one end, you have train companies that tend to associate themselves with infrastructure and their ability to get you from A to B, and at the other end would be a leisure brand that positions itself on dreams and making people have fun. It is the latter which has the maximum potential for stretch.But even emotional brands have a limit to their elasticity. The merchandise has to be consistent with the brand promise. Just to sell merchandise with your logo on it is a short-term, mistaken idea. From this viewpoint, the decision to move from sports shoes into consumer electronics makes sense. Most items in the range, such as the two-way radio for hikers, are sports-focused, even though the products may be adopted as fashion accessories, and the sports shoe customers will probably snap them up.When the move was made from soft drinks into clothing, however, it left the branding consultants cold. It was a difficult mental leap into clothing from the drink so closely associated with that particular brand name. On the other hand, the emotional attributes that youngsters seem to find appealing in the drink, like its heritage and global appeal, are fashionable at the moment, and in fact response to the clothes with the same name has been overwhelming. Maybe this just shows that an inspired move—and by all accounts a snap decision—sometimes pays off against the odds, leaving the manufacturer laughing all the way to the bank.42. According to the writer, an attribute of the third age of branding is that_______.43. The writer mentions manufacturers of breakfast cereals to illustrate how_______.44. The writer argue that the stretch from sports shoes into consumer electronics is likely to be successful because_______.45. The writer argues that the stretch form soft drinks into clothing_______.

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Most economists in the United States seem captivated by the spell of the free market. Consequently, nothing seems good or normal that does not accord with the requirements of the free market. A price that is determined by the seller or, for that matter, established by anyone other than the aggregate of consumers seems pernicious. Accordingly, it requires a major act of will to think of price-fixing (the determination of prices by the seller) as both “normal” and having a valuable economic function. In fact, price-fixing is normal in all industrialized societies because the industrial system itself provides, as an effortless consequence of its own development, the price-fixing that it requires. Modern industrial planning requires and rewards great size. Hence, a comparatively small number of large firms will be competing for the same group of consumers. That each large firm will act with consideration of its own needs and thus avoid selling its products for more than its competitors charge is commonly recognized by advocates of free-market economic theories. But each large firm will also act with full consideration of the needs that it has in common with the other large firms competing for the same customers. Each large firm will thus avoid significant price-cutting, because price-cutting would be prejudicial to the common interest in a stable demand for products. Most economists do not see price-fixing when it occurs because they expect it to be brought about by a number of explicit agreements among large firms; it is not.Moreover, those economists who argue that allowing the free market to operate without interference is the most efficient method of establishing prices have not considered the economies of non-socialist countries other than the United States. These economics employ intentional price-fixing, usually in an overt fashion. Formal price-fixing by cartel and informal price-fixing by agreements covering the members of an industry are commonplace. Were there something peculiarly efficient about the free market and inefficient about price-fixing, the countries that have avoided the first and used the second would have suffered drastically in their economic development. There is no indication that they have.Socialist industry also works within a framework of controlled prices. In the early 1970s, the Soviet Union began to give firms and industries some of the flexibility in adjusting prices that a more informal evolution has accorded the capitalist system. Economists in the United States have hailed the change as a return to the free market. But Soviet firms are no more subject to prices established by a free market over which they exercise less influence than are capital firms; rather, Soviet firms have been given the power to fix prices.38. The primary purpose of the passage is to______.39. The author’s attitude toward “Most economists in the United States” (Para, 1) can best be described as_______.40. It can be inferred from the author’s argument that a price fixed by the seller “seems pernicious” (Para, 1) because______.41. The suggestion in the passage that price-fixing in industrialized societies is normal arises from the author’s statement that price-fixing is_______.

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Standing on the rim of the Grand Canyon, gazing across this giant wound in the Earth’s surface, a visitor might assume that the canyon had been caused by some ancient convulsion. In fact, the events that produced the canyon, far from being sudden and cataclysmic, simply add up to the slow and orderly process of erosion.Many millions of years ago, the Colorado Plateau in the Grand Canyon area contained 1,000 more feet of rock than it does today and was relatively level. The additional material consisted of some 14 layered fonnations of rock. In the Grand Canyon region these layers were largely worn away over the course of millions of years.Approximately 65 million years ago the plateau’s flat surface in the Grand Canyon area bulged upward from internal pressure; geologists refer to this bulging action as upwarping; it was followed by a general elevation of the whole Colorado Plateau, a process that is still going on. As the plateau gradually rose, shallow rivers that meandered across it began to run more swiftly and cut more definite courses. One of these rivers, located east of the upwarp, was the ancestor of the Colorado. Another river system called the Hualapai, flowing west of the upwarp, extended itself eastward by cutting back into the upwarp; it eventually connected with the ancient Colorado and captured its waters. The new river then began to carve out the 277-mile-long trench that eventually became the Grand Canyon. Geologists estimate that this initial cutting action began no earlier than 10 million years ago.Since then, the canyon forming has been cumulative. To the corrosive force of the river itself have been added other factors. Heat and cold, rain and snow, along with the varying resistance of the rocks, increase the opportunities for erosion. The canyon walls crumble; the river acquires a cutting tool, tons of debris; rainfall running off the high plateau creates feeder streams that carve side canyons. Pushing slowly backward into the plateau, the side canyons expose new rocks, and the pattern of erosion continues.35. What does the passage mainly discuss?36. In the first sentence the author refers to the Grand Canyon as a “wound” to indicate that_____.37. Which of the following conclusions about the Grand Canyon can be drawn from the passage?

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The atmosphere contains water vapor, but there is a limit to how much water can be evaporated into a given volume of air, just as there is a limit to how much sugar can be dissolved in one cupful of coffee. More sugar can be dissolved in hot coffee than in cold. A given volume of air can hold more water vapor at a higher temperature than at a lower temperature. The air is said to be saturated when it holds as much water vapor as it can at the temperature. At 20°C a cubic meter of air can hold about 17 gram of water vapor; at 30 °C it can hold about 30 gram. Usually the atmosphere is not saturated. Relative humidity (expressed in per cent) is the ratio of the mass of water vapor actually present in a given volume of air to the mass which would be present in it if it were saturated. For example, if a cubic meter of air at 20°C contains 12 gram of water vapor, the relative humidity is 12 gm/17 gm × 100 =71%. Hydrometers are instruments for measuring relative humidity. Readings on wet and dry bulb thermometers can be compared with the aid of a chart from which one can then read off the relative humidity. The basic principle of this is that evaporation is a cooling process. The rate of evaporation from the wet-bulb thermometer will be high when the relative humidity is low, and therefore on such a day the wet-bulb thermometer will read considerably below the dry-bulb one. There is no simple formula for converting this temperature difference to relative humidity, and therefore a chart is used.If unsaturated air is cooled, its relative humidity goes up. If the temperature of the air drops sufficiently, saturation is reached and excess moisture precipitates out. The dew point is the temperature to which the air must be cooled to become saturated and condensation will just form.33. When the readings on the wet-bulb thermometer and the dry-bulb thermometer are similar, we may assume that______.34. When the temperature of the air rises above the dew point, _______.

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Comparisons were drawn between the development of television in the 20th century and the diffusion of printing in the 15th and 16th centuries. Yet much had happened between. As was discussed before, it was not until the 19th century that the newspaper became the dominant pre-electronic 21, following in the wake of the pamphlet and the book and in the 22 of the periodical. It was during the same time that the communications revolution 23 up, beginning with transport, the railway, and leading 24 through the telegraph, the telephone, radio, and motion pictures into the 20th century world of the motor car and the airplane. Not everyone sees that process in 25. It is important to do so.It is generally recognized, however, that the introduction of the computer in the early 20th century, followed by the invention of the integrated circuit during the 1960s, radically changed the process, although its impact on the media was not immediately 26. As time went by, computers became smaller and more powerful, and they became “personal” too, as well as institutional, with display becoming sharper and storage 27 increasing. They were thought of, like people, 28 generations, with the distance between generations much smaller.It was within the computer age that the term “information society” began to be widely used to describe the context within which we now live. The communications revolution has 29 both work and leisure and how we think and feel both about place and time, but there have been controversial views about its economic, political, social and cultural implications. “Benefits” have been weighed 30 “harmful” outcomes. And generalizations have proved difficult.

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