雅思阅读模拟及答案解析.doc

雅思阅读模拟及答案解析.doc

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第一篇

Howshopscanexploitpeople'sherdmentalitytoincreasesales

1.ATRIPtothesupermarketmaynotseemlikeanexerciseinpsychologicalwarfare—butitis.Shopkeepersknowthatfillingastorewiththearomaoffreshlybakedbreadmakespeoplefeelhungryandpersuadesthemtobuymorefoodthantheyhadintended.Stockingthemostexpensiveproductsateyelevelmakesthemsellfasterthancheaperbutlessvisiblecompetitors.Nowresearchersareinvestigatinghow“swarmintelligence”（thatis,howants,beesoranysocialanimal,includinghumans,behaveinacrowd）canbeusedtoinfluencewhatpeoplebuy.

2.AtarecentconferenceonthesimulationofadaptivebehaviourinRome,Zeeshan-ul-hassanUsmani,acomputerscientistfromtheFloridaInstituteofTechnology,describedanewwaytoincreaseimpulsebuyingusingthisphenomenon.Supermarketsalreadyencourageshopperstobuythingstheydidnotrealisetheywanted:

forinstance,byplacingeverydayitemssuchasmilkandeggsatthebackofthestore,forcingshopperstowalkpastothertemptinggoodstoreachthem.MrUsmaniandRonaldoMenezes,alsooftheFloridaInstituteofTechnology,setouttoenhancethistendencytobuymorebyplayingontheherdinstinct.Theideaisthat,ifacertainproductisseentobepopular,shoppersarelikelytochooseittoo.Thechallengeistokeepcustomersinformedaboutwhatothersarebuying.

3.Entersmart-carttechnology.InMrUsmani'ssupermarketeveryproducthasaradiofrequencyidentificationtag,asortofbarcodethatusesradiowavestotransmitinformation,andeverytrolleyhasascannerthatreadsthisinformationandrelaysittoacentralcomputer.Asacustomerwalkspastashelfofgoods,ascreenontheshelftellshimhowmanypeoplecurrentlyintheshophavechosenthatparticularproduct.Ifthenumberishigh,heismorelikelytoselectittoo.

4.MrUsmani's"swarm-moves"modelappealstosupermarketsbecauseitincreasessaleswithouttheneedtogivepeoplediscounts.Anditgivesshoppersthesatisfactionofknowingthattheyboughtthe"right"product—thatis,theoneeveryoneelsebought.Themodelhasnotyetbeentestedwidelyintherealworld,mainlybecauseradiofrequencyidentificationtechnologyisnewandhasonlybeeninstalledexperimentallyinsomesupermarkets.ButMrUsmanisaysthatbothWal-MartinAmericaandTescoinBritainareinterestedinhiswork,andtestingwillgetunderwayinthespring.

5.Anotherrecentstudyonthepowerofsocialinfluenceindicatesthatsalescould,indeed,beboostedinthisway.MatthewSalganikofColumbiaUniversityinNewYorkandhiscolleagueshavedescribedcreatinganartificialmusicmarketinwhichsome14,000peopledownloadedpreviouslyunknownsongs.Theresearchersfoundthatwhenpeoplecouldseethesongsrankedbyhowmanytimestheyhadbeendownloaded,theyfollowedthecrowd.Whenthesongswerenotorderedbyrank,butthenumberoftimestheyhadbeendownloadedwasdisplayed,theeffectofsocialinfluencewasstilltherebutwaslesspronounced.Peoplethusfollowtheherdwhenitiseasyforthemtodoso.

6.InJapanachainofconvenienceshopscalledRanKingRanQueenhasbeenorderingitsproductsaccordingtosalesdatafromdepartmentstoresandresearchcompanies.Theshopssellonlythemostpopularitemsineachproductcategory,andtherankingsareupdatedweekly.Icosystem,acompanyinCambridge,Massachusetts,alsoaimstoexploitknowledgeofsocialnetworkingtoimprovesales.

7.Andthepsychologythatworksinphysicalstoresisjustaspotentontheinternet.OnlineretailerssuchasAmazonareadeptattellingshopperswhichproductsarepopularwithlike-mindedconsumers.Evenintheprivacyofyourhome,youcanstillbepartoftheswarm.

Questions1-6

Completethesentencesbelowwithwordstakenfromthereadingpassage.UseNOMORETHANTHREEWORDSforeachanswer.

1.Shopownersrealizethatthesmellof_______________canincreasesalesoffoodproducts.

2.Inshops,productsshelvedatamorevisiblelevelsellbettereveniftheyaremore_______________.

3.AccordingtoMr.Usmani,withtheuseof"swarmintelligence"phenomenon,anewmethodcanbeappliedtoencourage_______________.

4.Onthewaytoeverydayitemsatthebackofthestore,shoppersmightbetemptedtobuy_______________.

5.Ifthenumberofbuyersshownonthe_______________ishigh,othercustomerstendtofollowthem.

6.Usingthe"swarm-moves"model,shopownersdonothavetogivecustomers_______________toincreasesales.

Questions7-12

Dothefollowingstatementsagreewiththeinformationgiveninthereadingpassage?

Forquestions7-12write

YES           ifthestatementagreeswiththeinformation

NO            ifthestatementcontraictstheinformation

NOTGIVEN     ifthereisnoinformationonthisinthepassage

7.RadiofrequencyidentificationtechnologyhasbeeninstalledexperimentallyinbigsupermarketslikeWal-Mart.

8.Peopletendtodownloadmoreunknownsongsthansongstheyarefamiliarwith.

9.Songsrankedhighbythenumberoftimesbeingdownloadedarefavoredbycustomers.

10.Peoplefollowtheotherstothesameextentwhetheritisconvenientornot.

11.ItemssoldinsomeJapanesestoresaresimplychosenaccordingtothesalesdataofothershops.

12.Swarmintelligencecanalsobeobservedineverydaylife.

Answerkeys:

1.答案：

（freshlybaked）bread.（第1段第2行：

Shoppersknowthatfillingastorewiththearomaoffreshlybakedbreadmakespeoplefeelhungryandpersuadesthemtobuymorefoodthantheyintended.）

2.答案：

expensive.（第1段第4行：

Stockingthemostexpensiveproductsateyelevelmakesthemsellfasterthancheaperbutlessvisiblecompetitors.）

3.答案：

impulsebuying.（第2段第1句：

AtarecentconferenceonthesimulationofadaptivebehaviourinRome,Zeeshan-ul-hassanUsmani,acomputerscientistfromtheFloridaInstituteofTechnology,describedanewwaytoincreaseimpulsebuyingusingthisphenomenon.）

4.答案：

other（tempting）goods/things/products.（第2段第2句：

Supermarketsalreadyencourageshopperstobuythingstheydidnotrealisetheywanted:

forinstance,byplacingeverydayitemssuchasmilkandeggsatthebackofthestore,forcingshopperstowalkpastothertemptinggoodstoreachthem.）

5.答案：

screen.（第3段第4行：

Asacustomerwalkspastashelfofgoods,ascreenontheshelftellshimhowmanypeoplecurrentlyintheshophavechosenthatparticularproduct.Ifthenumberishigh,heismorelikelytoselectittoo.）

6.答案：

discounts.（第4段第第1句：

MrUsmani’s“swarm-moves”modelappealstosupermarketsbecauseitincreasessaleswithouttheneedtogivepeoplediscounts.）

7.答案：

NO. （第4段第3、4句：

Themodelhasnotyetbeentestedwidelyintherealworld,mainlybecauseradiofrequencyidentificationtechnologyisnewandhasonlybeeninstalledexperimentallyinsomesupermarkets.ButMrUsmanisaysthatbothWal-MartinAmericaanTescoinBritainareinterestdinhisworkd,andtestingwillgetunderwayinthespring.短语“getunderway”的意思是“开始进行”，在Wal-Mart的试验要等到春天才开始）

8.答案：

NOTGIVEN.（在文中没有提及该信息）

9.答案：

YES.（第5段第3句：

Thereseachersfoundthatwhenpeoplecouldseethesongsrankedbyhowmanytimestheyhavebeendownloaded,theyfollowedthecrowd.）

10.答案：

NO.（第5段最后两句：

Whenthesongsarenotorderedbyrank,butthenumberoftimestheyhadbeendownloadedwasdisplayed,theeffectofsocialinfluencewasstilltherebutwaslesspronounced.Peoplethusfollowtheherdwhenitiseasyforthemtodoso.pronounced的词义是“显著的、明显的”）

11.答案：

YES.（第6段第1句：

InJapanachainofconvenienceshopscalledRanKingRanQueenhasbeenorderingitsproductsaccordingtosalesdatafromdepartmentstoresandresearchcompanies.）

12.答案：

YES.（最后一段最后一句：

Evenintheprivacyofyourhome,youcanstillbepartoftheswarm.home应该算是everydaylife的一部分）

第二篇

Sun's fickle heart may leave us cold

　　□25 January 2007

　　□ From New Scientist Print Edition.

　　□ Stuart Clark

1 There's a dimmer switch inside the sun thatcauses its brightness to rise and fall on timescales ofaround 100,000 years - exactly the same period asbetween ice ages on Earth. So says a physicist whohas created a computer model of our star's core.

　　2 Robert Ehrlich of George Mason University in Fairfax, Virginia, modelled the effect oftemperature fluctuations in the sun's interior. According to the standard view, thetemperature of the sun's core is held constant by the opposing pressures of gravity andnuclear fusion. However, Ehrlich believed that slight variations should be possible.

　　3 He took as his starting point the work of Attila Grandpierre of the Konkoly Observatory ofthe Hungarian Academy of Sciences. In 2005, Grandpierre and a collaborator, Gábor ágoston,calculated that magnetic fields in the sun's core could produce small instabilities in the solarplasma. These instabilities would induce localised oscillations in temperature.

　　4 Ehrlich's model shows that whilst most of these oscillations cancel each other out, somereinforce one another and become long-lived temperature variations. The favouredfrequencies allow the sun's core temperature to oscillate around its average temperature of13.6 million kelvin in cycles lasting either 100,000 or 41,000 years. Ehrlich says that randominteractions within the sun's magnetic field could flip the fluctuations from one cycle length tothe other.

　　5 These two timescales are instantly recognisable to anyone familiar with Earth's ice ages:

for the past million years, ice ages have occurred roughly every 100,000 years. Before that,they occurred roughly every 41,000 years.

　　6 Most scientists believe that the ice ages are the result of subtle changes in Earth's orbit,known as the Milankovitch cycles. One such cycle describes the way Earth's orbit graduallychanges shape from a circle to a slight ellipse and back again rough