雅思阅读模拟试题练习.pdf

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1、最新雅思阅读模拟试题练习最新雅思阅读模拟试题练习文学之知识乃是学问之门禁，以下是为大家搜索的最新阅读模拟试题练习，希望能给大家带来帮助!更多精彩内容请及时关注我们!Maybe Ben & Jerrys and The Body Shop set themselves upfor a fall by appearing to have a monopoly on nuking anhonest buck. But their struggles are a lesson on how littlewe know about the minefield of ethical marketing.T

2、he Body Shop, along with the American ice cream makerBen and Jerrys, was hailed as a new breed of green, orenvironmentally conscious, business.Ben and JerrysA Ben & jerrys offers a very sweet benefits package toemployees. First, every one of the 700+ Ben & Jerrysworkers is entitled to three free pin

3、ts of ice cream,sorbet or frozen yogurt per day worked. (Some workers evenuse allotments of their free treats to barter for othergoods and services in town such as haircuts). Beyond thefreebies,personnel receives a 50% discount on the panysfrozen goodies, a 40% discount on merchandise and a further3

4、0% break on non-Ben & Jerrys foods at pany outlets.B Workers are further entitled to be paid family leaveand may take advantage of the Employee Stock PurchaseProgram to purchase pany stock (after six months with theorganization) at a 15% discount. Beginning in 1998, 316stock options are awarded to e

5、ach worker (excludingdirectors and officers) and stock is also assigned to eachemployees 401K plan at the end of the calendar year. Thesecontributions are intended to achieve the panys goal oflinked prosperity, i.e. to assure that future prosperity iswidely shared by all employees.C Other benefits i

6、nclude:Health insurance, including coverage for well baby-careand mammogramsLife insurance (twice the employees annual salary)Dental insuranceLong-term disability plan paying 60% of salary sixmonths after disability for duration of disabilityShort-term disability plan paying 60% of salary for sixmon

7、thsMaternity leave with full pay for six weeks afterdeliveryThe Body ShopD History of The Body Shop Anita Roddick started TheBody Shop with a mere ?4,000 and a dream. With over 1,900stores in 50 countries. The Body Shop was founded in 1976in Brighton, England. From her original shop, which offereda

8、line of 25 different lotions, creams, and oils, Roddickbecame the first suessful marketer of body care productsthat bined natural ingredients with ecologically-benignmanufacturing processes. Her panys refusal to testproducts on animals, along with an insistence onnonexploitative labor practices amon

9、g suppliers around theworld, appealed especially to upscale, mainly middleclasswomen, who were and have continued to be the panys primarymarket As sales boomed, even the conservative financialmarkets approved of The Body Shops impressive profitpicture, and a public stock offering in 1984 was suessfu

10、l.An expansion campaign followed. In 1988 the pany enteredthe U.S. market by opening a store in New York City, and by1997 the pany boasted 1,500 stores, including franchises,in 47 countries. Anti-marketing seemed to be smartmarketing, at least as far as The Body Shop was concerned.E Part of the secr

11、et of The Body Shops early suesswas that it had created a market niche for itself. The panywas not directly peting against the traditional cosmeticspanies, which marketed their products as fashion aessoriesdesigned to cover up flaws and make women look more likethefashion models who appeared in thei

12、r lavish ads.Instead, The Body Shop offered a line of products thatpromised benefits other than appearancehealthier skin,for instancerather than simply a better-looking plexion.The pany is known for pioneering the natural-ingredientcosmetic market and establishing social responsibility asan integral

13、 part of pany operations. The Body Shop is knownfor its ethical stances, such as its moary donations to themunities in which it operates, and its businesspartnerships with developing countries. In 1988 Roddickopened her first store in the United States, and by thattimethrough various social initiati

14、ves such as the Stopthe Bum campaign to save the Brazilian rainforest (thesource of many of the panys natural ingredients，andstrong support of employee volunteerismThe Body Shopname had bee synonymous with social activism and globalpreservation worldwide. The pany had also bee immenselyprofitable.F

15、By the mid-1990s, however. The Body Shop facedgrowing petition, forcing it to begin its first majoradvertising initiative, the most prominent part of whichwas the “Ruby” campaign. The campaign was personified byRuby, a doll with Rubenesque proportions who was perched onan antique couch and who looke

16、d quite pleased with herselfand her plump frame. Randy Williamson, a spokesperson forThe Body Shop, said, “Ruby is the fruit of our long-established practice of challenging the way the cosmeticindustry talks to women. The Ruby campaign is designed topromote the idea that The Body Shop creates produc

17、tsdesigned to enhance features, moisturize, cleanse, andpolish, not to correct flaws. The Body Shop philosophyis that there is real beauty in everyone. We are notclaiming that our products perform miracles.G The Competition the Body Shop lost market share inthe late 1990s to product-savvy petitors t

18、hat offeredsimilar cosmetics at lower prices. The main petitors areH20, Sephora, Bath and Body Works, and Origins. ResearchResults Research showed that women appreciate The Body Shopfor its ethical standards. They are pleased by panies withgreen actions, not promises. The research proved that TheBod

19、y Shop has been put on the back burner in many peoplesminds: overcrowded by newer, fresher Brands Companies likethe Body Shop continually hype their products throughadvertising and marketing, often creating a demand forsomething where a real need for it does not exist. Themessage pushed is that the

20、route to happiness is throughbuying more and more of their products. Under suchconsumerism, the increasing domination of multinationalsand their standardised products is leading to globalcultural conformity. Other downfall factors also includemisleading the public, low pay and against unions,exploit

21、ing indigenous people ; Also the mass production,packaging and transportation of huge quantities of goods isusing up the worlds resources faster than they can berenewed and filling the land, sea and air with dangerouspollution and waste.H The Problem The Body Shop has used safe and timidadvertising

22、over the last decade, decreasing market shareand brand value. With the rise of new, more natural andenvironmentally friendly petitors, The Body Shop can nolonger stand behind being the greenest or most natural. TheSolution The Body Shop is the originator of ethical beautywith our actions speaking lo

23、uder than our words. This isthe new direction of The Body Shop. We will be a part ofdifferent acts of kindness in big cities. We will eliminateunwanted graffiti, purify city air, and give the customeran opportunity to be a part of something good.Questions 1-4The reading Passage has seven paragraphs

24、A-H.Which paragraph contains the following information?Write the correct letter A-H, in boxes 1-4 your answersheet.1 An action taken to Establishing social responsibilityin conservation project2 a description of the conventional way the ads appliedto talk to its customers3 A history of a humble orig

25、in and expansion4 management practices arc intended to lined up thepanys goal with participants prosperityQuestions 5-7Choose the three correct letter, A- F.Write your answers in boxes 5-7 on your answer sheet.5-7) What are true about the Ben & Jerrys panymanagementA There was little difference betw

26、een the highestsalary and the lowestB They were advertising their product with powerfulinternal marketing.C They offer the employee plimentary productD Employee were encouraged to give services back to themunityE the products are designed for workers to barter forother goods and servicesF offered a

27、package of benefits for disable employeesQuestions 8-10Choose the three correct letter, A- F.Write your answers in boxes 8-10 on your answer sheet.What are the factors once contributed to the suess forthe BODY SHOP ?A pioneering the natural-ingredient cosmetics marketB appealed to primary market mai

28、nly of the rich womenC focused on their lavish ads campaignD The pany avoided producing the traditional cosmeticsproductsE its moral concept that refuses to use animals- testedingredientsF its moary donations to the munities and in developingcountriesQuestions 11-13Choose the three correct letter, A

29、- F.Write your answers in boxes 11-13 on your answer sheet.What arc the factors leading to the later failure forBODY SHOP pany?A its philosophy that there is real beauty in everyoneis faultyB fail to fulfill promises while acted like misleadingthe publicC faced growing petitionD its creating demand

30、for something that the customersdo not actually needE its newer, fresher Brands are not suessful in theMarketF fail to offer cosmetics at lower prices than petitors文章题目：营销的新概念篇章结构体裁 论说文题目 营销的新概念结构 A 段：Ben & Jerry 为员工提供商品和折扣福利B 段：Ben & Jerry 为员工提供带薪探亲假和股票购置优惠C 段：Ben & Jerry 为员工提供的其他福利D 段：The Body Sho

31、p 的开展历程和营销策略E 段：The Body Shop 早期成功的秘诀F 段：The Body Shop 为应对竞争，发起名为 Ruby 的运动G 段：The Body Shop 衰落的因素H 段：The Body Shop 存在的问题和解决方法题目类型：LIST OF HEADINGS题号 定位词 文中对应点 题目解析1 Establishing social responsibilities E段第四句 E 段第四句提到 The pany is know for and establishing socialresponsibility as an integral part of p

32、any operations.因此，此题答案为 E。2 Ads, talk to customers F 段第三句 F 段第三句提到 Rubyisthe cosmetic industry talks to women。此处的Ruby 在前文中提到就是指 The Body Shop 的广告活动。因此，此题答案为 F。3 Origin and expansion D 段第四句和第七句 D 段整段都在介绍 The Body Shop 的起源和开展历程。第四句提到 from heroriginal shop，第七句提到 an expansion campaign followed。因此，此题答案为

33、D。4 Link, panys goal, participants prosperity B段最后一句 B 段最后一句提到，these contributions are intendedto achieve the panys goal of linked prosperity。因此，此题答案为 B。5 Complimentary product A 段第二句 A 段第二句提到公司为员工每天提供三品脱的冰淇淋、果汁或冻酸奶，即every workersis entitled to three free pints of ice cream。该句free 与C 选项中的 plimentary

34、 都表示“”。因此，此题答案为 C。6 Internal marketing B 段第一句 B 段第一句提到and maytake advantage of the Employee Stock Purchase Program topurchase pany stock at a 15% discount。此处说公司给予员工股票购置的优惠，即采取内部营销政策。因此，此题答案为 B。7 Disable employees C 段第四句和第五句 C 段列出了 Ben &Jerry 给予员工的其他福利，其中第四条和第五条就是跟disableemployee 有关的福利措施。因此，此题答案为 F。8

35、 Pioneering,Natural-ingredient E 段第四句 E 段第四句提到 the pany isknown for pioneering the natural-ingredient cosmetic marketand。因此，此题答案为 A。9 Refuses, animals-tested ingredients D 段第五句 D 段第五句提到 her panys refusal to test products on animals。因此，此题答案为 E。10 Moary donations, munities, developing countries E段第五句

36、E 段第五句提到 The Body Shop is known for its ethicalstances, such as its moary donations to the munities inwhich it operates, and its business partnership withdeveloping countries。因此，此题答案为 F。11 Promises, acted G 段第四句 G 段第四句提到，they arepleased by panies with green actions, not promises。因此，此题答案为 B。12 Growin

37、g petition G 段第一句 G 段第一句提到 TheCompetition to product-savvy petitors that offeredsimilar cosmetics at lower prices。因此此题答案为 C。13 Creating demand, not actually need G 段第六句 G 段第六句提到， often creating a demand for something where areal need for it does not exist。该句的 creating demand 和 D 选项的 creating demand

38、直接对应，where a real need for it dose not exit 对应 D 选项的 notactually need。因此，此题答案为 D。企业社会责任(CSR)：“营销”的新概念也许 Ben & Jerry 和美体小铺给自己设定垄断性赚老实的利润陷阱。但他们的斗争是我们知道“道德营销的雷区的一课。美体小铺，连同美国冰淇淋制造商 Ben and Jerry s,被誉为新一代的具有绿色环保意识业务企业。Ben and JerrysA Ben&Jerry 为员工提供了一个非常甜蜜的员工福利。首先，700 家中每一个店铺 Ben & Jerry 的工人每天工作时有权三品脱冰淇淋

39、，雪糕或冷冻酸奶。(一些工人使用易货享受配额的治疗其他商品和效劳，比方理发。)除了赠品，人员享受公司冷冻产品 50%的折扣，其他商品 40%的折扣,还有 30%非 Ben&Jerry 食品公司奥特莱斯商品折扣。B 工人们进一步享有带薪探亲假和可能利用员工股票购置方案在一个 15%的折扣的价格购置公司股票(六个月组织后)。从 1998 年开始，授予每个工人(不包括董事及高级职员) 316 股票期权和股票401 k 方案的日历年度也分配给每个雇员。这些奉献旨在与实现公司的目标共同繁荣的，即确保所有员工共享繁荣的未来。C 其他福利包括：医疗保险，包括婴儿护理和乳房 X 光检查人寿保险(员工的年薪的两

40、倍)牙齿保险长期残疾方案：残疾持续时间 6 个月后支付工资的 60%短期残疾方案为 6 个月支付工资的 60%D 美体小铺历史开始于安妮塔罗迪克的?4000 和一个梦想。如今，它在 50 个国家拥有超过 1900 家门店。美体小铺于 1976 年在英格兰布莱顿成立。从她原来的商店，它提供的25 种不同乳液、面霜、和油脂，罗迪克成为第一个成功的身体护理产品，结合天然成分和 ecologically-benign 制造过程的营销人员。她的公司拒绝使用动物测试产品，以及一个坚持在世界各地的供给商中实施非劳动剥削的劳动实践，主要吸引的是中产阶级妇女特玥是高档家庭产品，直是该公司的主要市场。销售蓬勃开展

41、，甚至保守的金融市场都批准美体小铺的令人印象深刻的利润情况下的扩张活动，其在1984 年公开发行股票是 成功的。1988 年，公司进入美国市场在纽约开设商店：到 1997 年，该公司拥有 1500 家门店，包括在 47 个国家的特许经营，反营销策略似乎是聪明的营销，至少对美体小铺而言。E 美体小铺早期成功的秘诀一局部是，它创造了一个特殊市场。公司没有传统的化装品公司直接竞争，销售他们的产品是为了为时尚配饰设计掩盖缺陷，使女性看起来更像出现在他们奢华的广告时装模特。相反，美体小铺提供产品一条线的承诺好处，不仅仅是漂亮的肤色，还有皮肤即刻美容和安康。公司以开拓自然成分化装品市场和建立社会责任作为公

42、司业务的一个组成局部。美体小铺因为它的伦理立场而闻名，例如拒绝使用动物测试的成分，其在其运作的社区货币捐赠，和开展中国家合作它的业务。1988 年罗迪克在美国开了她的第一家店，和通过各种社会活动如 time-through，如“停止燃烧”运动巴西热带雨林(该地区提供许多公司的天然成分)。和大力支持员工自觉自治美体小铺字号已经等同于全球范围内的社会激进主义和环保保护主义。该公司利润竟然非常可观。F 然而，到了 1990 年代中期，美体小铺面临日益剧烈的竞争，迫使它开始它的第一个主要的广告方案，最突出的是“Ruby”运动。活动由 Ruby 的化身，一个与 Rubenesque 比例的娃娃栖息在一个

43、古董沙发上，看起来很满意自己和饱满。兰迪?威廉姆森，美体小铺的发言人说。“Ruby 是我们长期挑战化装品行业和女性沟通方式实践的成果。Ruby 营销活动是为了美体小铺的产品设计的概念：产品是来增强，滋润，清洁和增量功能，而不是纠正缺陷，美体小铺的哲学就是每个人都有其真正的美，我们并不是宣传我们的产品会创造奇迹。”G 美体小铺在 1990 年底的竞争下，面对竞争对手以更低的价格提供类似的化装品失去市场份额。主要竞争对手是H20，Sephora,Bath and Body Works, and Origins。 研究成果显示，女性欣赏美体小铺的道德标准。她们很快乐公司实际的绿色行动，而不是承诺。证

44、据证明，美体小铺一直搁置在许多人的倡导思想，而不断推出更新的品牌。像美体小铺公司不断通过广告宣传他们的产品和营销，通常创立一个不存在的需求，不是一个真正需要的东西。传播的是通过购置越来越多的产品通往幸福的消息。这种消费主义下，跨国公司主导日益增加其标准化产品导致全球文化整合。其他垮台的因素还包括误导公众，低工资和反对工会，利用原住民，大规模生产，大量的商品包装和运输导致使用全球资源的速度加快。而土地，海洋和空气与危险的污染和浪费远超它们再生的速度。H 过去的十年里，美体小铺倾向保守和胆小的广告使其市场份额和品牌价值缩水。随着新的，更自然和环境友好的竞争对手的崛起，美体小铺在支持环保或最自然的方面不再领跑。解决方案是：“强调美体小铺是营销伦理发起者，我们的行动胜过我们的语言。这是美体小铺的新方向。在大城市的不同的善举将是我们存在的一局部。我们将消除不必要的涂鸦，净化城市空气，给客户美好的运动中成为积极参与的一份子!”Version 19121主题 营销的新概念1 E 2 F 3 D 4 B 5 C 6 D 7 F 8 A 9 E 10 F 11 B 12 C 13 D