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题型:阅读理解 题类:常考题 难易度:普通

黑龙江省哈尔滨市第三中学2019届高三上学期英语期末考试试卷(含小段音频)

阅读理解

    When most people think of the word, “brand”, they think of the Nike Swoosh, Ford “blue oval,” McDonalds Golden Arches, or the “State Farm is There” jingle. They know what they will get with a well branded product or service as promised. Think of Volvo, for instance, and your first thoughts are probably something like “well built, comfortable, Swedish” and, most of all, “safety”.

    So a brand is a lot more than a logo, icon, or slogan. Catchy as it may sound, it isn't the “brand” in the true sense—and it certainly isn't what makes the brand valuable. A company's brand is a promise. It's a description of the company's character. To some extent, it's a mission; it's how the company creates and delivers value. Also, it's the feeling the company conveys to its stakeholders. Successful brands meet various challenges and consistently deliver on their promises, which is how they create brand value. To illustrate it, here are some brand promises from three highly successful, world-wide brands: The NFL: “To be the premier sports and entertainment brand that brings people together, connecting them socially and emotionally like no other.” Coca-Cola: “To inspire moments of optimism and uplift.” Virgin Atlantic: “To be genuine, fun, contemporary, and different in everything we do at a reasonable price.”

    Interesting. In none of the above cases does the brand promise describe what these companies do or provide. The NFL's brand promise says nothing about football. Coca-Cola doesn't talk about providing the best soft drinks in the world. And Virgin Atlantic's promise goes a lot farther than seating passengers in its aircrafts.

    Of course, a promise is nowhere near enough. The promise along with look, personality, time, money, and hard work combined can eventually help to build and maintain great brands and acquire a special patina(光泽) of what I call “me” appeal, showing my personal appetite. Apple has that patina. All of this can lead to sub-brands, like iPhone and iPad which acquire the glory of the parent brand.

    Sometimes a brand is memorable because of little things. TD Bank has a special place in their branches for you to deposit all those coins you collect in jars. It is called the Penny Arcade that turns depositing your coins into a fun game in which you can even win prizes. Years ago, Dime Savings Bank in New York had a small dime(十分硬币) carrier. It was given to kids and then they'd fill up its 50 slots (投币口) with a dime in each one and bring it to exchange for a $5 bill.

(1)、What can we know from the first 2 paragraphs?
A、People tend to believe in top brands because they deliver what is promised. B、Well branded Swedish products are of good quality but more costly than others. C、Well branded products are faced with great challenges of quality currently. D、A company shouldn't care about logos because they can't make the brand valuable.
(2)、In the author's opinion, a brand promise is ___________.
A、the contract between a company and the people who interact with it B、the only way to build and maintain a great brand's value C、a description of what a company actually does for its consumers D、an important factor contributing to the success of a brand
(3)、According to the passage, what is probably “Virgin Atlantic”?
A、A financial company. B、A high-tech software product. C、An airline company. D、An entertainment product.
(4)、What can be inferred from the passage?
A、Buying a certain brand says nothing about the person who buys it. B、Little things can mean a lot and make a brand memorable. C、Sub-brands are relatively easy to build and generate huge profits. D、Dime Savings Bank's dime carriers are difficult for kids to operate.
举一反三
根据短文理解,选择正确答案。

    How fit are your teeth? Are you lazy about brushing them? Never fear: An inventor is on the case. An electric toothbrush senses how long and how well you brush, and it lets you track your performance on your phone.

    The Kolibree toothbrush was exhibited at the International Consumer Electronics Show in Las Vegas this week. It senses how it is moved and can send the information to an Android phone or iPhone via a Bluetooth wireless connection.

    The toothbrush will be able to teach you to brush right (don't forget the insides of the teeth!) and make sure you're brushing long enough. “It's kind of like having a doctor actually watch your brushing on a day-to-day basis,” says Thomas Serval, the French inventor.

    The toothbrush will also be able to talk to other applications(应用) on your phone, so developers could, for example, create a game controlled by your toothbrush. You could score points for beating monsters(怪物) among your teeth. “We try to make it smart but also fun,” Serval says.

    Serval says he was inspired by his experience as a father. He would come home from work and ask his kids if they had brushed their teeth. They said “yes,” but Serval would find their toothbrush heads dry. He decided he needed a brush that really told him how well his children brushed.

    The company says the Kolibree will go on sale this summer, for $99 to $199, depending on features. The U.S. is the first target market.

    Serval says that one day, it'll be possible to replace the brush on the handle with a brushing unit that also has a camera. The camera can even examine holes in your teeth while you brush.

根据短文内容,选择最佳答案。

    When I came to Cincinnati as an au pair (家庭打工留学生), a lot of things there were different from what I knew. My host family lived in a huge house I could only describe as a "castle".In Germany I had lived in a small apartment together with my mom. Soon I found out that the "castle" was actually rather small in our neighborhood.

    Everybody there was very friendly and polite. They greeted you when they were walking by at least 3 feet away from you. They must not have seen a German au pair before, for most people I met asked me all kinds of questions about Germany. I enjoyed answering their various strange questions. I made a lot of friends and I started to hang out with them.

    Of course, there were a number of new things, and it took me the whole year to find them all out. I never got homesick. Perhaps it was because I did not have too many negative experiences and felt loved and welcomed there.

    However, I had undergone some painful experience back in Germany. I was frustrated by the way people would run me over and not even say "Sorry." Taking up my studies at the TU-Dresden, I felt lonely. Everybody here seemed to be withdrawn(离群的) and I missed everything I had in Cincinnati. Germany was so "cold". I found it so much harder to make new friends. After six months I got a roommate and only two good friends. I also flew back to Cincinnati several times for long periods. I felt that without those visits I was not able to make it.

    Now I am over this German culture shock. It almost took me an entire year. I am still going back and forward between Dresden and Cincinnati four times a year.

阅读理解

    Alibaba started taking the lead in China, simply enough, by connecting big Chinese, manufacturers(制造商)with big buyers across the world. Its business-to-business site, Alibaba.com allowed business to buy almost everything. Alibaba's advantage wasn't hard to identify: size.

    Alibaba is just big, even by Chinese standards. Its marketplaces attract 231 million active buyers, 8 million sellers, 11.3 billion orders a year—and Alibaba is just the middleman. It encourages people to use its markets—not charging small sellers a percentage of the sale.

    If you want a quick look into the influence of Alibaba on daily Chinese life, take my experience. I moved to Beijing almost a year ago and quickly got tired of visiting small stores across the crowded, polluted city of 20 million people in search of new electronics, bathroom furnishings. “You're looking for what exactly? Why not try it? ” my Chinese teacher asked me one day. With that, my wonderful new relationship with Alibaba began.

    Alibaba's original business-to-business model now is secondary to consumer buying. Chinese retail(零售)buying makes up 80% of Alibaba's profit, and leading that group is Taobao, with 800 million items for sale and the most unbelievable selection of things you'll ever find. TMall.com is Alibaba's other big site, where you can find brand name goods from Nike and Unilever near the lowest prices.

What I have a hard time explaining to friends and family back in the U. S. is how China has gone beyond traditional shopping—big-box retailers(零售商)especially—in favor of online purchases on Taobao and a few other sites. In smaller towns than Beijing, where big retailers have not yet traveled, shopping online is shopping, and shopping is Taobao.

    I have a list of some of my recent purchases on Taobao for a sense of how extensive(广泛的) the marketplace is. Almost everything arrived a day or two after ordering with free shipping. I'm not even a big buyer, because I need friends to help me search the Chinese-language site. When I was searching my purchase history on my Chinese teacher's iPad, which helps me buy goods, I looked through with great difficulty about 10 of her purchases for every one of mine.

阅读理解

    There's a new frontier in 3D printing that's beginning to come into focus: food. Recent development has made possible machines that print, cook, and serve foods on a mass scale. And the industry isn't stopping there.

    Food production

With a 3D printer, a cook can print complicated chocolate sculptures and beautiful pieces for decoration on a wedding cake. Not everybody can do that—it takes years of experience, but a printer makes it easy. A restaurant in Spain uses a Foodini to" re-create forms and pieces" of food that are" exactly the same,” freeing cooks to complete other tasks. In another restaurant, all of the dishes and desserts it serves are 3D-printed, rather than farm to table.

    Sustainability(可持续性)

    The global population is expected to grow to 9.6 billion by 2050, and some analysts estimate that food production will need to be raised by 50 percent to maintain current levels. Sustainability is becoming a necessity. 3D food printing could probably contribute to the solution. Some experts believe printers could use hydrocolloids( 水解胶体)from plentiful renewables like algae(藻类) and grass to replace the familiar ingredients(烹饪原 料). 3D printing can reduce fuel use and emissions. Grocery stores of the future might stock "food" that lasts years on end, freeing up shelf space and reducing transportation and storage requirements.

    Nutrition

    Future 3D food printers could make processed food healthier. Hod Lipson, a professor at Columbia University, said, "Food printing could allow consumers to print food with customized nutritional content, like vitamins. So instead of eating a piece of yesterday's bread from the supermarket, you'd eat something baked just for you on demand."

    Challenges

    Despite recent advancements in 3D food printing,the industry has many challenges to overcome. Currently, most ingredients must be changed to a paste( 糊状物)before a printer can use them, and the printing process is quite time-consuming, because ingredients interact with each other in very complex ways. On top of that, most of the 3D food printers now are restricted to dry ingredients, because meat and milk products may easily go bad. Some experts are doubtful about food printers, believing they are better suited for fast food restaurants than homes and high-end restaurants.

阅读理解

Here are four books recommended by one of the most respected editors from Reader's Digest. If you have time to dip yourselves into the books, they can surely offer much food for thought.

Face It

Debbie Harry

HARPERCOLLINS

Picture this: it's the late 1970s and the punk music scene is starting to take hold. The band releases the album ParallelLines, which becomes the greatest hit. Everyone wants to attend her concert and some teenage girls even dream to be her. Now 75, Harry bares all about herself in Face It, starting from her childhood. Part shocking, this book is as humorous, moving and vigorous as its subject.

Scatterbrain

Henning Beck

NEWSOUTHBOOKS

If there is no obvious connection among what we see, the brain will substitute in the rest of the information without you even noticing, Beck says in the chapter Memory. In this "user's guide for your brain", he argues that mistakes are the keys to success. He combines science with brain-boosting advice and real-life stories to take the reader on a fascinating adventure through human memory.

You're Not Listening

Kate Murphy

PENGUINERANDOM HOUSE

When was the last time you listened to someone? Really listened without thinking about what you wanted to say next? And when was the last time someone really listened to you? Compared with talking, listening isn't considered so important, argues journalist Kate Murphy, but she insists it is actually the more powerful position in communication. Her insights could transform your conversations, your relationships and your life.

The Right-Brain Work Out

Russel Howcroft with Alex Wadelton

PENGUIN

In 1968,1600 five-year-olds were given a creativity test. They were retested at ages 10 and 15 and their scores were compared against adults. While 98 per cent of five-year-olds were assessed in the "highly creative" range (genius level), only two per cent of adults could be considered "highly creative". In The Right-Brain Work Out, the authors promise to re-train your brain to be more creative, using 70 questions to challenge you.

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