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Marketing is important to organizations and consumers alike. It touches the lives of all members of society. All the goods and services you buy, the stores where you shop and the radio and TV programs paid for by advertising are there because of marketing. Each of you has been involved in marketing activities at one time or another. Perhaps you have tried to sell a used textbook back to the campus book store or to convince your parents to finance a spring vacation. You may not have known it at the time, but you were performing marketing activities. Marketing often has special importance for students. Many of you will work in marketing——whether in sales, retailing, advertising, or another field----in a for-profit firm or a nonprofit organization. Through this chapter you will find some information in different areas of marketing—in sales, advertising, marketing concept, marketing mix, marketing research, understanding buyer behavior, market segmentation(细分)and other areas.What does a business firm do in our economy? Reduced to basics, businesses have two major functions: production of goods or creation of services and marketing those goods and services. To be successful in today’s competitive marketplace, people in business realize that they must first determine people’s needs and wants, and then produce goods and services to satisfy them. A company, whether it is Ford Motor Company or a small retailer, is in business to create want-satisfying goods and services for its customers. Goods and services that do not satisfy consumers are forced out from the market, since consumers do not buy them.

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Like many other small boys, I was fascinated by cars, not least because my oldest brother was a bit of a car guy and subscribed to cool magazines like Car and Driver and Motor Trend. Every so often, one of those magazines would run an article on the “Car of the Future”. They featured unconventional styling and things like small nuclear reactors as power sources. Yet, frankly, my car doesn’t do anything that my brother’s Studebaker didn’t do. It goes, it stops, it burns gasoline, it plays music. I still have to steer it, and it still runs into things if I don’t steer it carefully.But guess what? All of these things are subject to change in the not-so-distant future. It will still go and stop, but it may not burn gasoline. I may not have to steer it, and it may be a lot better at not running into things.Airbags aren’t the be-all and end-all in safety. In fact, considering the recent news about people occasionally being killed by their airbags in low-speed collisions(碰撞), they obviously still need some development. But they aren’t going away, and in fact you can expect to see cars appearing with additional, side-impact airbags, something some European car manufacturers already offer.Better than systems to minimize(使减少到最低限度)injury in the event of an accident, however, are systems that minimize the likelihood of an accident happening in the first place. Future cars may be able to eliminate many of the major causes of accidents, including drunk-driving, tailgating and sleepiness. Cars could be equipped with sensors that can detect alcohol in a driver’s system and prevent the car from being started, for example. Many accidents are caused by people following the car in front too closely. As early as next year, you’ll be able to buy cars with radar-equipped control systems. If the radar determines you’re closing too quickly with the car in front, it will ease up on the throttle. For city streets, expect other radar devices that will give advance warning that the car in front of you has slowed suddenly and you should step on the brakes—or that may even brake for you.Will cars eventually be able to drive themselves? There’s no reason to think it won’t be technically possible, and Mercedes is working on a system that can brake, accelerate and steer a vehicle down a highway on its own. Nobody really expects people to give up all control to their cars, but such systems could be used as failsafe(安全的)systems to keep cars on the road and bring them safely to a stop even if the driver suddenly became disabled.1.The author was fascinated by cars because_____.2.By say “my car doesn’t do anything that my brother’s Studebaker didn’t do” (Line-5-6, para. 1), the author means that .3.Which of the following statements is true of airbags?4.What will future cars do if the sensors detect alcohol in the driver’s system?5.Which of the following statements is true according to the last paragraph?

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On October 11th, 1994, John Forbes Nash, Jr. won the Nobel Prize for pioneering work in game theory.Nash began his Ph.D. at Princeton in 1948 when he was just 20. While he was still only 21, lie wrote a 27-page doctoral dissertation on game theory (博弈论)——the mathematics of competition. The great John von Neuman, then at Princeton, had treated win-lose competitions. Now Nash showed how to construct mathematical situations in which both sides won. He found stable situations where no person continues to profit from competition.Nash introduced something totally new. And he drew the attention of theoretical economists. They turned game theory into a tool. This young genius had succeeded.He went on to MIT and for eight years greatly impressed the mathematical world. He worked in economics. He even invented the game of Hex, marketed by parker Brothers. He married in 1957. New York Times writer Silvia Nasar tells how Fortune Magazine singled him out in July 1958 as America's brilliant young star of the “new mathematics”. Everything was going smoothly.Then, disaster! Mental illness overtook him. He’d once astonished mathematicians with his unlikely results. Now his results stopped making sense, and the dividing line wasn’t clear at first. He began looking for secret messages in numbers.Psychologists of the 1950s claimed that his wife’s pregnancy had tipped him over the edge. Nice thing to lay on a woman already stressed to the edge by her husband’s collapse! The marriage ended, but she housed him, back in Princeton.For 25 years, mental illness controlled John Nash. It was in the mid-1980s that Nash at last learned to manage his illness and, once again, he could do mathematics. Meanwhile, game theory had become a staple tool of business and economics. All the writing in that field points back to Nash's seminal work. Finally, Nash received the Nobel Prize in economics.1.Nash won the Nobel Prize(  ).2.The word “They” (Para.3) refers to (  ).  3.Which of the following statements is true?4.Why do you think Nash made his achievement in the field of mathematics but was honored with the Nobel Prize for economics instead?5.The purpose of this article might be(  ).

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Russian and Norwegian scientists have reported finding stone objects and animal bones in the far north of European Russia. The scientists say the objects provide the first evidence that ancient hunters lived in the area more than 30 thousand years ago. They say this is at least 15 thousand years earlier than experts had thought.The Russian and Norwegian team worked at a camp along the Usa River and the Arctic Circle. The scientists say they found several ancient stone tools. They also found 123 bones from animals such as horses, reindeer and wolves.The scientists say their most important discovery was a tusk from an ancient elephant called a mammoth(猛码).The huge, curved tooth was more than 1 meter long. The tusk is covered with small cuts. The scientists believe humans made the marks with sharp-edged stone tools.The scientists used a process known as radiocarbon(放射性碳)dating to measure the age of the tusk. Radiocarbon dating shows the level of a radioactive form of carbon in a substance. The tests showed the tusk is about 36 thousand years old.The scientists say they are not sure what kind of humans left the stone objects and bones along the river. They said the people were either early humans called Neanderthals(穴居人)or modern humans.Modem humans spread through Europe and Asia 30 thousand years ago. The scientists say the ancient people needed a high level of social development to survive in the extremely cold environment.The objects were discovered about 300 kilometers northeast of another area where scientists say humans once lived. That area has objects more closely linked to modem humans. Those objects are believed to be about 28 thousand years old.Nature magazine also published a report by John Gowlett of the University of Liverpool in England. He said the discovery shows the ability of early humans to do the unexpected. He also said the discovery should renew debate about the effects of the climate on the movements of early human population.1.Before the finding of stone objects and animal bones in the north of European Russia, some experts thought human beings lived in that area about (  ).2.The following statements are true about the significance of this finding EXCEPT that (  ).  3.Which is the most important discovery among the findings?4.How old is the tusk? About (  ) years old.5.Which would be the best title of the passage?

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