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To understand the marketing concept, it is only necessary to understand the difference between marketing and selling. Not too many years ago, most industries concentrated primarily on the efficient production of goods, and then relied on “persuasive salesmanship” to move as much of these goods as possible. Such production and selling focuses on the needs of the seller to produce goods and then convert them into money.Marketing, on the other hand, focuses on the wants of consumers. It begins with first analyzing the preferences and demands of consumers and then producing goods that will satisfy them. This eye-on-the-consumer approach is known as the marketing concept, which simply means that instead of trying to sell whatever is easiest to produce or buy for resale, the makers and dealers first endeavor to find out what the consumer wants to buy and then go about making it available for purchase.This concept does not imply that business is benevolent or that consumer satisfaction is given priority over profit in a company. There are always two sides to every business transaction—the firm and the consumer—and each must be satisfied before trade occurs. Successful merchants and producers, however, recognize that the surest route to profit is through understanding and catering to consumers. A striking example of the importance of catering to the consumer presented itself in mid-1985 when Coca Cola changed the flavor of its drink. The non-acceptance of the new flavor by a significant portion of the public brought about a prompt restoration of the Classic Coke, which was then marketed alongside the new. King Customer ruled!1. The marketing concept discussed in the passage is, in essence, ______.2. What was the main concern of industrialists before the marketing concept was widely accepted?3. In Paragraph 1, “to move as much of these goods as possible” means .4. What does the restoration of the Classic Coke best illustrate?5. In discussing the marketing concept, the author focuses on .

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Researchers have established that when people are mentally engaged, biochemical changes occur in the brain that will allow it to act more effectively in cognitive areas such as attention and memory. This is true regardless of age.People will be alert and receptive if they are faced with information that gets them to think about things they are interested in. And someone with a history of doing more than less will go into old age more cognitively sound than someone who has not had an active mind.Many experts are so convinced of the benefits of challenging the brain that they are putting the theory to work in their own lives. “The idea is not necessary to learn to memorize enormous amounts of information,” says James Fozard, associate director of the national Institute on Aging. “Most of us don’t need that kind of skill. Such specific training is of less interest than being able to maintain metal alertness. Fozard and others say they challenge their brains with different mental skill, both because they joy them and because they are sure that their range of activities will help the way their brains work.Gene Cohen, acting director of the same institute, suggests that people in their old age should engage in mental and physical activities individually as well as in groups. He says that we are frequently advised to keep physically active as we age, but older people need to keep mentally active as well. Those who do are more likely to maintain their intellectual abilities and to be generally happier and better adjusted. D.“The point is, you need to do both,” Cohen says. "Intellectual activity actually influences brain-cell health and size.”1. People who are cognitively healthy are those .2. According to Fozard, people can make their brains work more efficiently by .3. The findings of James and other scientists in their work .4. Older people are generally advised to .5. The passage is mainly about .

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The way people hold to the belief that a fun-filled pain-free life equals to happiness actually reduces their chances of ever attaining real happiness. If fun and pleasure are equal to happiness then pain must be equal to unhappiness. But in fact, the opposite is true; more often than not things that lead to happiness involve some pain.As a result, many people avoid the very attempts that are the source of true happiness. They fear the pain inevitably brought by such things as marriage, raising children, professional achievement, religious commitment, and self-improvement.Ask a bachelor why he resists marriage even though he finds dating to be less and less satisfying. If he is honest he will tell you that he is afraid of making a commitment, for commitment is in fact quite painful. The single life is filled with fun, adventure, excitement. Marriage has such moments, but they are not its most distinguishing features.Couples with infant children are lucky to get a whole night’s sleep or a three-day vacation. I don't know any parent who would choose the word fun to describe raising children. But couples who decide not to have children will never know the joys of watching a child growing up or of playing with a grandchild.Understanding and accepting that true happiness has nothing to do with fun is one of the most liberating realizations. It liberates time: now we can devote more hours to activities that can genuinely increase our happiness. It liberates money: buying a new car or those fancy clothes that will do nothing to increase our happiness now seems pointless. And it liberates us from envy: we now understand that all those who are always having so much fun actually may not be happy at all.1. According to the author, a bachelor resists marriage chiefly because .2. Raising children, in the author’s opinion, is .3. From the last paragraph, we learn that envy sometimes stems from .4. To understand what true happiness is, one must .5. What is the author trying to tell us?

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Methods for typing blood were developed around the turn of the century, about the same time that fingerprints were first used for identification. Only in the last decade or two, however, have scientists begun to believe that genetic markers in blood and other bodily fluids may someday prove as useful in crime detection as fingerprints.The standard ABO blood typing has long been used as a form of negative identification. Added sophistication came with the discovery of additional subgroups of genetic markers in blood and with the discovery that genetic markers are present not only in blood but also in other bodily fluids, such as perspiration and saliva(口水).These discoveries were of little use in crime detection, however, because of the circumstances in which police scientists must work. Rather than a plentiful sample of blood freshly drawn from a patient, the crime laboratory is likely to receive only a tiny fleck of dried blood of unknown age from an unknown “donor” on a shirt or a scrap of rag that has spent hours or days exposed to air, high temperature, and other contaminants.British scientists found a method for identifying genetic markers more precisely in small samples. In this process, called electrophoresis, a sample is placed on a tray containing a gel through which an electrical current is then passed. D.A trained analyst reads the resulting patterns in the gel to determine the presence of various chemical markers.Electrophoresis made it possible to identify several thousand subgroups of blood types rather than the twelve known before. However, the equipment and special training required were expensive. In addition, the process could lead to the destruction of evidence. For example, repeated tests of a blood-flecked shirt-one for each marker-led to increasing deterioration of the evidence and the cost of a week or more of laboratory time.It remained for another British researcher, Brian Wrexall, to demonstrate that simultaneous analyses, using an inexpensive electrophoresis apparatus (电冰器),could test for ten different genetic markers within a 24-hour period. D.This development made the study of blood and other fluid samples an even more valuable tool for crime detection.1.The author of the passage is primarily concerned with describing .2.It can be inferred from the passage that electrophoresis resembles finger printing in that both ______.3.The author put the word “donor’’(Para. A.3) into quotation marks in order to .4.The passage contains information that would answer which of the following questions:5.According to the passage, all of the following may reduce the usefulness of a fluid sample for crime detection EXCEPT______.6.The passage implies that electrophoresis may help scientists determine .

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TBA Industrial Products produces asbestos (石棉) textiles for brake linings. The company is just instituting a programme to reduce the asbestos in the air at the plant to a maximum 0.5 fibers per milliliter of air—the control limit imposed by the Health and Safety Executive irresponsible. With constant exposure to that level, according to a report by an Ontario Royal Commission, between one and four out of 100 people working for 25 years could expect to die of a asbestos-related cancer. Yet David Gee, health and safety officer of the General, Municipal and Boiler-makers Union, accepts that the company should go no lower. Why?Problem number one is assessing the risk and the difference that proposed safety measures would make to it. There are three basic categories, to which the HSE’s policy-makers work—in the jargon, corpses, cancers and catastrophes.“Corpses” are the victims of one-off accidents. A wealth of evidence on such accidents exists, and the effects of measures to combat them are easily calculated.“Cancers”, the killer diseases that can arise from working long periods in unsafe environments, are harder to assess. The diseases may not appear until years after the process was first initiated, and the relationship between cause and effect is often controversial.Assessing the potential for “catastrophes” — -like Bhopal, Seveso or Flixborough_ in which tens of thousands of people can be affected is harder still. Such events are exceedingly rare so they cannot be predicted on the basis of past experience. Instead engineering experts think of everything that could go wrong—and of the things that could go wrong with the precautions. The probability of an accident is then expressed in terms of the number of likely catastrophes per 10,000 years, usually a fraction of one. This process yields an estimate of the risk of loss of life for each plant or process. The next stage is to put a money value on it.The classic economist’s calculation uses what is called the “human capital” approach. The dead person is valued as a machine who would otherwise have produced goods.This callous calculus made no allowance for what most people would regard as the main cost of a lost life-the pain, grief and suffering. That has now changed, thanks to work by Professor Michael Jones-Lee and his colleagues at Newcastle University. They asked members of the public what risks they would be prepared to run for what overall rewards. This process yields estimates of the subjective value of lives. The answer seems to come out between £ lm and £ 2m.1. Why is TBA Industrial Products about to reduce asbestos levels in the air at their plant?2. “Cancers” are harder to assess than “corpses” because .3. What does the assessment of the potential for “catastrophes” rely on?4. The writer suggests that the “human capital” approach is .5. A typical question posed by Professor Jones-Lee and his colleagues would have been:

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