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閱讀理解

People today can move markets ａｎｄ build ordestroy reputation.With the ubiquity of the Internet ａｎｄ round-the-clock newsａｎｄ information, consumers can easily praise ｏｒpunish brands ａｎｄ the companiesbehind them. Armed with an overabundance of data, purchasers have tremendous influenceover what their friends ｏｒfamilies buy ａｎｄ even what strangers buy.

What sources move consumers? Notsurprisingly, word of mouth is the leading influence (88%) when it comes toimpacting consumers///////\\\' opinion of a company, whether its genesis is online oroffline. Conversations where company likes ａｎｄ dislikes are discussed are nolonger out of the ordinary fｏｒthe general public. What is noteworthy is thepower of online reviews (83%) ａｎｄ online search results (81%) in determiningwhat people say about companies ａｎｄ the brands they make. Online reviews arenearly as important as word of mouth in determining perceptions ａｎｄ impactingpublic opinion. There is no doubt that user-generated online reviews such asthose found on recommendation sites (such as amazon.com, TripAdvisｏｒｏｒYelp inthe U.S. ａｎｄ U.K., TaoBao, Ctrip ａｎｄ Dianping in China, ａｎｄ Buscape andReclameAQUI in Brazil) have fast-become omnipotent arbiters of brａｎｄ trust andcompany assurance.

News sources ａｎｄ company websites are alsohighly influential fｏｒlearning about companies (79% ａｎｄ 74%, respectively).Fｏｒthose who doubt the influence of company websites in favｏｒof otherchannels, this study reinforces their value as a gateway to company reputation.

Other notable sources of influence on companyperceptions include awards ａｎｄ rankings (63%), leadership communications (59%)ａｎｄ advertising (56%) －－all cited by over one half of consumers surveyed. Asit has been said before, consumers are searching fｏｒconfirmation that thecompany behind the brａｎｄ is endorsed by others, reinforced from top to bottomａｎｄ vocal.

Social networks, on the other hand, wererated as having the least influence (49%) on company opinion by consumers. Thereason fｏｒthis is probably due to the fact that most companies have yet tofully embrace social media in a way that resonates ａｎｄ truly engages theincreasingly cynical public. However, we all know that the influence of socialnetworks is growing fast. Once companies figure out how to best use socialmedia to demonstrate their receptivity ａｎｄ customer focus, social media will bethe consumer///////\\\'s best friend.

1. The passage is mostly taken from ______.

A. Radical changes of consumers///////\\\' shoppinghabits caused by the Internet

B. Consumers///////\\\' company perception ininformation era

C. Consumers shape reputation instantly

D. How to move consumers

2. It is can be inferred that ______.

A. The importance of advertisement hasdeclined.

B. Consumers are not interested in companies///////\\\'background.

C. Social media///////\\\'s influence on companyopinion is limited ａｎｄ can be ignored.

D. Company should not overlook any opportunityto socialize reputation.

3.What does the last paragraph imply?

A. Social network plays an important role indaily life.

B. People have displayed positive attitudetowards social media.

C. Companies will put great effort to figureout the best way to promote products in social media.

D. Social media///////\\\'s influence on companyopinion is greater than word of mouth.

4. What can we learn from this passage?

A. Awards ａｎｄ rankings play important rolesin company perceptions.

B. Social media has enormous potential informing people///////\\\'s opinions of a company.

C. Public praise is of great importance tocompany reputation.

D. All above

5. Which of the following statement is nottrue?

A. Word of mouth has taken a dominantposition in impacting consumers///////\\\' idea of a company.

B. News sources ａｎｄ company websites canprovide consumers with information about companies.

C. Online reviews have greatly contributed tobrａｎｄ trust ａｎｄ company assurance.

D. Leadership communications is lessinfluential than advertising fｏｒlearning about companies

參考答案

1.【答案】B。解析：主旨題。題干：這篇文章最可能來(lái)自哪兒？A項(xiàng)Radical changes of consumers///////\\\' shopping habits caused by the Internet，由于網(wǎng)絡(luò)發(fā)展，消費(fèi)者購(gòu)物習(xí)慣發(fā)生了徹底地改變，B項(xiàng)Consumers///////\\\' company perception ininformation era信息時(shí)代下消費(fèi)者的公司認(rèn)知，C項(xiàng)Consumersshape reputation instantly消費(fèi)者立即形成聲譽(yù)，D項(xiàng)How to move consumers怎樣打動(dòng)消費(fèi)者。文章第一段講信息時(shí)代人們可以很容易地表?yè)P(yáng)或批評(píng)一個(gè)品牌或者公司，消費(fèi)者買什么會(huì)受到身邊人的影響。后面四段都在具體講影響消費(fèi)者對(duì)公司認(rèn)知的幾個(gè)因素。故選B。

2.【答案】D。解析：推斷題。題干：從文章中可以推斷出什么？A項(xiàng)The importance of advertisement has declined廣告的重要性已經(jīng)下降了，第四段Other notable sources of influence on company perceptions includeawards ａｎｄ rankings (63%), leadership communications (59%) ａｎｄ advertising(56%) －－all cited by over one half of consumers surveyed提到廣告也是影響消費(fèi)者對(duì)于公司認(rèn)知的因素之一，并沒(méi)有說(shuō)到其影響下降。 B項(xiàng)Consumers are not interested incompanies///////\\\' background消費(fèi)者對(duì)公司背景不感興趣，同樣是這句中Other notablesources of influence on company perceptions include awards ａｎｄ rankings (63%),leadership communications (59%) ａｎｄ advertising (56%)，提到了公司的獲獎(jiǎng)情況和排名，由此可見(jiàn)消費(fèi)者是關(guān)注公司背景的。C項(xiàng)Social media///////\\\'s influence on companyopinion is limited ａｎｄ can be ignored社交媒體對(duì)公司的影響很小可以忽略，文章最后一段都在強(qiáng)調(diào)social media的重要性，故排除。D項(xiàng)Company should not overlook any opportunity to socialize reputation公司不應(yīng)該忽視任何機(jī)會(huì)擴(kuò)大自己的名聲。文章通篇都在講影響消費(fèi)者對(duì)公司認(rèn)知的各種因素，這些因素都會(huì)打動(dòng)消費(fèi)者，所以可以推斷出這一點(diǎn)。故選D。

3.【答案】C。解析：推斷題。題干：最后一段暗示了什么？A項(xiàng)Social network plays an important role in daily life社交網(wǎng)絡(luò)在日常生活中起著很重要的作用，文章是說(shuō)社交網(wǎng)絡(luò)在消費(fèi)者對(duì)于公司認(rèn)知的影響，不是日常生活，故排除。B項(xiàng)People have displayed positive attitudetowards social media人們已經(jīng)顯示出了對(duì)于社交網(wǎng)絡(luò)的積極態(tài)度，從The reason forthis is probably due to the fact that most companies have yet to fully embracesocial media in a way that resonates ａｎｄ truly engages the increasingly cynicalpublic這一句中可以看出，人們的態(tài)度有些憤世嫉俗，所以不能說(shuō)是積極的態(tài)度，故排除。D項(xiàng)Social media///////\\\'s influence on company opinion is greater than word ofmouth社交網(wǎng)絡(luò)的影響比口頭宣傳影響更大，文章沒(méi)有這樣的表達(dá)，故排除。C項(xiàng)Companies will put great effort to figure out the best way topromote products in social media公司將努力找出最好的辦法在社交網(wǎng)絡(luò)推銷產(chǎn)品。文章最后一段說(shuō)目前社交網(wǎng)絡(luò)的影響還比較小，接著however一個(gè)轉(zhuǎn)折，說(shuō)到社交網(wǎng)絡(luò)的影響在逐漸擴(kuò)大，公司一旦找到在社交網(wǎng)絡(luò)推銷產(chǎn)品的方法，社交網(wǎng)絡(luò)將會(huì)是消費(fèi)者最好的朋友。故選C。

4.【答案】D。解析：細(xì)節(jié)題。題干：我們能從文章中得出什么？A項(xiàng)Awards ａｎｄ rankings play important roles in company perceptions獎(jiǎng)項(xiàng)和排名在公司認(rèn)知中起著重要的作用，文章第四段第一句中提到了。B項(xiàng)Social media has enormous potential informing people///////\\\'s opinions of a company社交網(wǎng)絡(luò)在人們對(duì)公司的認(rèn)知中有著很大的潛在作用，文章最后一段就是在說(shuō)這個(gè)內(nèi)容，目前社交網(wǎng)絡(luò)的影響還比較小，接著however一個(gè)轉(zhuǎn)折，說(shuō)到社交網(wǎng)絡(luò)的影響在逐漸擴(kuò)大，公司將會(huì)在社交網(wǎng)絡(luò)找到最好的推銷產(chǎn)品的方法，社交網(wǎng)絡(luò)將會(huì)是消費(fèi)者最好的朋友，言外之意社交網(wǎng)絡(luò)的影響將越來(lái)越大。C項(xiàng)Public praise is of great importance tocompany reputation公眾的稱贊對(duì)于公司聲譽(yù)有著重要意義，文章第一段可以找到答案。ABC三項(xiàng)都有涉及，故選D。

5.【答案】D。解析：是非細(xì)節(jié)題。題干：下面哪個(gè)說(shuō)法是不正確的？A項(xiàng)Word of mouth has taken a dominant position in impacting consumers///////\\\' ideaof a company在消費(fèi)者對(duì)公司認(rèn)知方面，口頭宣傳起著決定性的影響。文章第二段中Notsurprisingly, word of mouth is the leading influence (88%) when it comes toimpacting consumers///////\\\' opinion of a company, whether its genesis is online oroffline表達(dá)了這一觀點(diǎn)。B項(xiàng)News sourcesａｎｄ company websites can provide consumers with information about companies，是第四段所表達(dá)的意思。C項(xiàng)Online reviews have greatly contributed tobrａｎｄ trust ａｎｄ company assurance，第二段中Online reviewsare nearly as important as word of mouth in determining perceptions andimpacting public opinion表達(dá)了這一觀點(diǎn)。D項(xiàng)Leadership communications is less influential than advertising forlearning about companies，根據(jù)文章第四段Other notable sourcesof influence on company perceptions include awards ａｎｄ rankings (63%),leadership communications (59%) ａｎｄ advertising (56%)可知，leadership communications的影響要比advertising的影響大，D項(xiàng)說(shuō)法錯(cuò)誤。故選D。

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