2021年河北省邢台市公共英语五级(笔试)测试卷(含答案)

2021年河北省邢台市公共英语五级(笔试)测试卷(含答案)学校:________班级:________姓名:________考号:________

一、1.ListeningComprehension(15题)1.Inwhataspectsdoesthespeakerthinkalloftheseculturalchangesarestrengthened?

2.Whatadvantagesdoesworkhave?

3.Whatdoes"itisasplainasthenoseonyourface"mean?

A.Itiseasytosolve.

B.Somethinglookslikeyournose.

C.Itissomethingquiteunderstandable.

D.Thereisaplain-lookingnoseonyourface.

4.听力原文：M：Doyouthinkwomenaregenerallybetteratcertainthingsthanmen?

W：Well，itseemstomewomenaremuchbetteratdealingwithmorethanonethingatatime．Idon'tknowwhetherthishastodowiththedifferenceintheirbrainorwhetherit'sjusthowtheyhavetocopemoreoftenwithmorethanonething．Forexample，itisusuallywomenwhowork，havebabies．lookafterthebabiesandtakethemain,responsibilityforlookingafterthehome．Andmaybeit'spracticingallthatmakeswomenbebetterabletodomorethanonethingatatime．Men，itseemstome，canonlyconcentrateononethingatatime，includingboringdomesticthingslikewashingthedishes．Ifafriendofminewhoisamanwashesthedisheshe'llfinditquitedifficulttoconductaconversationatthesametime．whereasifI'mdoingthedishesI'malwaystalkingtosomeone．probablycookingsomethingaswell，andfindingthatnottoostressful．

M：Doyouthinkwomenaremoreinterestedinpersonalrelationshipsthanmen?

W：Generally，yes，thoughagainIdon'tknowifthisisbecausethatfromanearlyagetheyaretaughttopleaseotherpeople，whereasmenarealwaystaughttopleasethemselves．Ithinkrelationshipsaremorecentraltomostwomen'slives．Forexample．Ithinkmendon'thaveverygoodconversationswitheachother．whereaswomendo．Ifyoulistentowomentalking，oftentheywillbehaving，afterarelativelyshorttimeofknowingeachother，fairlypersonalandtruthfulconversations，whereasmenhaveconversationsnotaboutwhatI'dcallrealthings．Theywilltalkabouttheirworkinaverysuperficialway，ortheirinterestsinaverysuperficialway，forexample，andfootballisme—um—justasortofwayformentorelatetoeachotherwithoutactuallysayinganythingimportant，itappearstome．

Accordingtothewoman,whywomenaremuchbetteratdealingwithmorethanonethingatatime?

A.Shedoesn'tknowthereasonexactly.

B.Becausewomenaresmarterthanmen.

C.Becausewomenhavemorethingstodealwiththanmen.

D.Becausemenalwaysrefusetodealwithmorethanonethingatthesametime.

5.The"feltimage"ismuchmoreimportantbecauseithelpsyoutobemoreconfident.

A.TrueB.Fasle

6.PartC

Directions:Youwillhearatalk.Asyoulisten,answerthequestionsorcompletethenotesinyourtestbookletforQuestions21-30bywritingNOTMORETHANTHREEwordsinthespaceprovidedontheright.YouwillhearthetalkTWICE.

Younowhave1minutetoreadQuestions21-30.

听力原文：Imagineyouareahighschoolprincipal．Ateacherburstsbreathlesslyintoyouroffice．“There'safistfightinthedining-room．”shegasps．Theresponsibilityisyourstostopthefight．Howdoyoumeetit?

(1)Perhapsyou，asayoungster，tookpartinfightsandyourpresent-daytieswithstudentsarewarmandstrong．Youcanstopthefightbecauseyourprestigeishighamongthem．

(2)Youhaveaplanprepared．Otherschoolshavebeendisruptedsoyouhavealreadyplannedawaytostopanyfight．

(3)Youaretotallyconfidentofyourabilityinacrisis．Youarereadytostrideintothelunchroomandtakechargewithoutasinglequalm．Stoppingthefightwillbeeasy．

(4)Youferventlywishthatyoucoulddelegatethejobsinceyouknowthatyou'renotatalentedpeacemaker．Youwishyoucouldreturntothejobofplanningfortheschool'sneedtenyearshence．

Oneofthesefourreactionswouldbethefirstyou'dfeel．butonlyone—nottwoorthreeofthem，saythreepsychologists．Thesepsychologists—Dr.HarrietMann,Dr.HumphreyOsmondandMiriamSiegler—havecomeupwithaschemeforsortingpeopleregardlessoftheireducation，ageorsituation．

Theconceptisbasedonthepremisethatallpeoplehaveabasicwayofseeingtime．Eachofusispredisposedtoseealleventsfromtimevantagepoint．Eitheritremindsyouofthepast(past-oriented)，howtheeventfitsintotoday，yesterday，andtomorrow(timeline)，whatitistoday(present)，orhowitwilldevelop(future)．

Thethreebeganworkingin1968whenDr.MannandMrs.SieglerwereassistantstoDr.Osmond,director，attheBureauofResearch，NewJerseyNeuro-PsychiatricInstituteinPrinceton．Dr.OsmondiscurrentlydevisingwaystomakeempiricalstudiesofthetheoryandDr.MannisinCambridge，Massachusetts，writingabookontheWorldsofTime．Theirtake-offpointwasaninterestinobservationsmadebySwisspsychologistCarlGustavJung，whodescribedinthe1920sthetemperamentaldifferencesoffourpsychologicaltypes．Jungisknownasthefounderofanalyticpsychology．SinceJung'sworkin1921，however，noonehadconceivedofatheoreticalframeworkthatwouldaccountforthefourtypes．Withoutsuchaframework，therewasnopossibilityofsubstantiatingthatpeopleofdifferenttypesexperiencetheworldverydifferently．

Timeandspacearethetouchstonesinthesystem．Eachperson，afterall，useshistimesomehowandexistswithinandactsuponthespacearoundhim．Dr.Mann，andcompanyproposethatcertaintraitsaresharedbypersonsfallingineachofthefourcategories．

Thefirsttype，thepasttype，seestimeasbeingcircular．Forhim，thepastcropsupinthepresentandthenreturnstothepastasamemory．Heenjoyscollectingsouvenirsandkeepingdiaries．HetellsstoriesaboutGreatAuntHattieandalwaysremembersyourbirthday．

Pasttypesarepeggedbythissystemasemotionalpeoplewhoseetheworldinahighlysubjectiveway．Forinstance，SchoolPrincipalI(pasttype)couldidentifywiththefightandknowhowtohandleitbecauseofsomepastexperience-whetheritbesimilarfightsasachildhimselforonespreviouslydealtwithastheschoolprincipal．Inaddition，pasttypesusuallyfollowstrictmoralcodesandoftenarevaluedmoreforwhattheyarethanforwhattheydo．Thisqualityitself-becauseitlendsauthoritarianstrengthtoonewhopossessesit-mightcausethestudentstoquitfighting．Pasttypesoftenhavebeenfoundtobeskillfulatassessingtheexactemotionaltenorofaneventandareadeptatinfluencingothers'emotions，accordingtotheMann

7.Accordingtothelecture,whatisinflation?

A.Risingprices.

B.Fixedincome.

C.Realincome.

D.Costofliving.

8.The"feltimage"letsyourecognizeyourphysicalexistenceintheworld.

A.TrueB.Fasle

9.Shiraliprobablyliveduntil168;Tsurbaprobablyliveduntilage1

A.RightB.Wrong

10.Whatwasthediscussiontopicofthepreviousclassmeeting?

A.NewEnglandmysterystories.

B.Eighteenth-centuryEnglishcriticism.

C.AcomparisonofpoemsofDickinsonandWhitman.

D.ThepoemsofWaltWhitman.

11.whatdoeshelikeabouthisjob?

A.Money．

B.Freedom．

C.Knowingdifferentpeople．

D.Travelingalot．

12.Peoplelikethechangesintheorganizationofthecompany.

A.TrueB.Fasle

13.Shiraliprobablyliveduntil168;Tsurbaprobablyliveduntilage160.

A.TrueB.Fasle

14.WhogavedairyproductstothenativeAmericans?

15.Whatcanthelistenersrelyonwhentheyarelistening?

二、2.UseofEnglish(10题)16."Down-to-earth"meanssomeoneorsomethingthatishonest,realisticandeasytodealwith.Itisapleasuretofind【31】______whoisdown-to-earth.Apersonwhoisdown-to-earthiseasytotalk【32】______andacceptsotherpeopleasequals.Adown-to-earthpersonisjustthe【33】______ofsomeonewhoactsimportantorproud.

Down-to-earthpersonsmaybe【34】______membersofsociety,ofcourse.Buttheydonotlettheirimportance"【35】______totheirheads".Theydonotconsiderthemselvestobebetterpersonsthan【36】______oflessimportance.Someonewhoisfilledwithhisownimportanceandpride,【37】______withoutcause,issaidtohave"hisnoseintheair".Thereis【38】______wayapersonwithhisnoseintheaircanbedown-to-earth.

Americans【39】______anotherexpressionthatmeansalmostthesameas"down-to-earth".Theexpressionis"both-feet-on-the-ground".Someone【40】______both-feet-on-the-groundisapersonwithagoodunderstanding【41】______reality.Hehaswhatiscalled"commonsense,"hemayhavedreams,【42】______hedoesnotallowthemtoblockhisknowledgeof【43】______isreal.

Theoppositekindof【44】______isonewhohashis"head-in-the-clouds".Amanwithhishead-in-the-cloudsisadreamer【45】______mindisnotintherealworld.

【46】______,suchadreamercanbebroughtbacktoearth.Sharpwordsfromteachercanusually【47】______aday-dreamingstudentdown-to-earth.

Usually,thepersonwhoisdown-to-earthisvery【48】______tohavebothfeetontheground.【49】______wehavebothourfeetontheground,whenwearedown-to-earth,weacthonestlyandopenly【50】______others.Ourlivesarelikethegroundbelowus,solidandstrong.

(31)

17.

【C5】

18.

【C10】

19.(37)

20.(41)

21.(36)

22.

【C9】

23.

【C12】

24.(38)

25.

【C3】

三、3.ReadingComprehension(15题)26.(78)

27.PaulStraussmann,retiredvicepresidentofXerox,indicatesinhisbookInformationPay-offthat"almosthalfoftheU.S.informationworkersareinexecutive,managerial,administrativeandprofessionalpositions."Hefurtherstatesthat"managersandprofessionalsspendmorethanhalfoftheirtimeincommunicatingwitheachother."

Inotherwords,peopleareacorporation'smostexpensiveresource.Foratypicaloffice,over90percentoftheoperatingbudgetisforsalaries,benefitsandoverhead.Withthisinvestment,isitanywonderthatmanagersarefocusingmoreandmoreattentiononemployeeproductivity?Theyrealizethatthepaperjunglecannotbetamedsimplybyhiringmorepeople.Toreceiveareturnontheirinvestment,wisecorporateexecutiveofficersarerealizingwhatindustrialistsandagriculturistslearnedlongago—efficienttoolsareessentialforincreasedproductivity.

Adirectrelationshipexistsbetweenefficientflowofinformationandthequalityandspeedoftheoutputoftheendproduct.Forthosecompaniesusingtechnology,theperdocumentcostofinformationprocessingisonlyafractionofwhatitwasafewyearsago.Thedecreasingcostofcomputersandperipherals(equipmenttiedtothecomputer)willcontinuetomaketechnologyacost-effectivetoolinthefuture.AnexampleofthistypeofsavingisillustratedinthecaseoftheWesternDivisionofGeneralTelephoneandElectronicsCompany(GTE).Bymakingaone-timeinvestmentof$10milliontoautomateitsfacilities,managementestimatesanannualsavingof$8.5millionforthecompany.Thissavingsisgainedmainlythroughtheeliminationofsupportpeopleonceneededforproposalprojects.Throughatelecommunicationsnetworkthatsupports150computerterminalswithgoodgraphicscapabilities,theengineerswhoconceptualizetheprojectsarenowdirectparticipants.Theyusethegraphicscapacitiesofthecomputerratherthanrelyondrafterstopreparedrawings,theyentertheirowntextratherthanemploytypists,andtheyusethenetworktotrackprojectprogressratherthanconductingmeetings.

Inthefirstparsgraph,theauthorquotesStraussmann'swordsinordertomakeclear______.

A.theimportanceofcommunicativecapabilityinbusiness

B.theneedibrpeopleofhigherpositionsinacompany

C.theimportanceofassigningpeopletoproperpositions

D.thenecessityforpeopleinhigherpositionstoknowinformationscience

28.(67)

29.(70)

30.

Inthethirdparagraph,Dr.Laraghimpliesthat______.

A.peopleshouldnotbeafraidoftakingexcessivesalt

B.doctorsshouldnotadvisepeopletoavoidsalt

C.anadequatetoexcessivesaltintakeisrecommendedforpeopleindisease

D.excessivesaltintakehasclaimedsomevictimsinthegeneralpopulation

31.PartB

Directions:Inthefollowingarticlesomeparagraphshavebeenremoved.ForQuestions66-70,choosethemostsuitableparagraphfromthelistA-Ftofitintoeachofthenumberedgaps.Thereisoneparagraphwhichdoesnotfitinanyofthegaps.MarkyouranswersonANSWERSHEET1.

Inthefollowingarticlesomeparagraphshavebeenremoved.ForQuestions66～70,choosethemostsuitableparagraphfromthelistA~Ftofitintoeachofthenumberedgaps.Thereisoneparagraphwhichdoesnotfitinanyofthegaps.MarkyouranswersonANSWERSHEET1.

Thepressisconstantlyremindingusthatthedramaticincreaseintheageofourpopulationoverthenext30orsoyearswillcausenationalhealthcaresystemstocollapse,economiestocrumpleunderthestrainofpensiondemandsanddisintegratingfamiliestobuckleunderincreasingcarecommitments.YetresearchatOxfordisbeginningtoexposesomeofthewidespreadmythsthatunderliethisrhetoric.Demographicageingisundoubtedlyareality.Lifeexpectancyindevelopedcountrieshasrisencontinuouslyoverthepastcentury,increasingthepercentageofthoseovertheageof60relativetothoseundertheageof15.By2030halfthepopulationofWesternEuropewillbeovertheageof50,withapredictedaveragelifeexpectancyofafurther40years.Bythen,aquarterofthepopulationwillbeover65andby2050theUK'scurrentnumberof10,000centenariansarepredictedtohavereachedaquarterofamillion.SomedemographershaveevensuggestedthathalfofallbabygirlsbornintheWesttodaywilllivetoseethenextcentury.

66.______

Indeed,ifthiscouldbeachievedthroughouttheworld,itwouldsurelycountasthesuccessofcivilization,forthenwewouldalsohaveconqueredthekillersofpoverty,disease,famineandwar.

Decreasingmortalityrates,increasinglongevityanddecliningfertilitymeansmallerpercentagesofyoungpeoplewithinpopulations.Overthepast20yearslifeexpectancyatbirthintheUKhasrisenbyfouryearsformen(to75)andthreeyearsforwomen(to80).MeanwhilefertilityratesacrossEuropehavedeclinedmoreorlesscontinuouslyoverthepast40yearsandremainwellbelowthelevelsrequiredforEuropeanpopulationstobeabletoreplacethemselveswithoutsubstantiveimmigration.Butagain,ratherthanseeingthisasadoomandgloomscenario,weneedtoexplorethepositiveaspectsofthesedemographics.Thenext50yearsshouldprovideuswithanopportunitytoenjoythemanyadvantagesofasocietywithamaturepopulationstructure.67.______

ThefirstoftheseisthecurrentpoliticalrhetoricwhichclaimsthathealthservicesacrosstheWesternworldarecollapsingunderthestrainofdemographicageing.

68.______

Thesecondmythistheviewthattheratioofworkerstonon-workerswillbecomesoacutethatWesterneconomieswillcollapse,compoundedbyamassivegrowthinpensiondebt.Whilethereareundoubtedconcernsovercurrentpensionshortfalls,itisaisoclearthatworkingliveswillthemselveschangeoverthenextfewdecades,withapredictedincreaseinflexibleandpart-timeworkandtheprobableextensionofworkinglifeuntiltheageof70.Indeed,wehavetorecognizethatwecannotexpecttoretireattheageof50andthenbeabletosupportourselvesforanother40orsoyears.Neitherasolidpensionschemenorsavingscancarrypeoplethatlong.

69.______

Afurthermythisthatwewillallliveinloose,multigenerationalfamilies,experiencingincreasedemotionaldistancingfromourkin.Evidencefromavarietyofstudiesacrossthedevelopedworldsuggeststhat,ifanything,themodemfamilyisactuallybecomingmoreclose-knit.WorkcardedoutbytheOxfordInstituteinScandinaviaandinaPan-EuropeanFamilyCareStudy,forexample,showsthatdespitetheinfluenceofth

32.PartC

Directions:Answerquestions71-80byreferringtothefollowinggames.

Note:AnswereachquestionbychoosingA,BorCandmarkitonANSWERSHEET1.Somechoicesmayberequiredmorethanonce.

Answerquestions71～80byreferringtothefollowinggames.

Note:AnswereachquestionbychoosingA,B,CorDandmarkitonANSWERSHEET1.Somechoicesmayberequiredmorethanonce.

A=BOOKREVIEW1B=BOOKREVIEW2

C=BOOKREVIEWS3D=BOOKREVIEW4

Whichbookreview(s)contain(s)thefollowinginformation?

Comparisonofthesignificanceoftwoeconomicbooks.71.______

Stiglitz'sprestigeinthefieldofeconomics.72.______

Stiglitz'scriticismofthosewhoexaggeratedthepowerofmarketsindevelopingcountries.73.______

Policymakingshouldconsiderlocalconditions.74.______

Theinterventionofgovernmentisthewaytoassistglobalization.75.______

Stiglitz'sdedicationtothedevelopmentofpoorcountries.76.______

Stiglitz'spreferenceofonetypeofeconomicpolicyoveranotherone.77.______

MorepeoplejoinedStiglitzincriticizingfreetradeandglobalization.78.______

Stiglitz'spointshavebeensupportedbywhatactuallyhappenedinthecountry.79.______

MainlygivespositivecommentsonStiglitzandhisnewbook.80.______

AThemainpointofthebookissimple:globalizationisnothelpingmanypoorcountries.Incomesarenotrisinginmuchoftheworld,andadoptionofmarket-basedpoliciessuchasopencapitalmarkets,freetrade,andprivatizationaremakingdevelopingeconomieslessstable,notmore,Insteadofabiggerdoseoffreemarkets,Stiglitzargues,what'sneededtomakeglobalizationworkbetterismoreandsmartergovernmentintervention.Whilethishasbeensaidbefore,theideascarrymoreweightcomingfromsomeonewithStiglitz'scredentials.Insomeways,thisbookhasthepotentialtobetheliberalequivalentofMiltonFriedman's1962classicCapitalismandFreedom,whichhelpedprovidetheintellectualfoundationforagenerationofconservatives.ButGlobalizationandItsDiscontentsdoesnotrisetothelevelofcapitalismandfreedom.WhileStiglitzmakesastrongcaseforgovernmentorienteddevelopmentpolicy,beignoressomekeyargumentsinfavorofthemarket."Thebook'smainvillainistheInternationalMonetaryFund,theWashingtonorganizationthatlendstotroubledcountries",Stiglitz'contemptfortheLMFisboundless,"ItisclearthattheIMFhasfailedinitsmission,"hedeclares."ManyofthepoliciesthattheIMFpushedhavecontributedtoglobalinstability."

BWhilepartsofthisbookaredisappointinglyshallow,Stiglitz'scritiqueofthemarket-driven90'sstillresonates,especiallywhenthebusinesspageisfullofstoriesaboutwhite-collarcrimeandthestockmarketseemsstuckinaperpetualrut.EventheUnitedStatescannotblithelyassumethatfinancialmarketswillworkonautopilot.ItistestamenttothesalienceofStiglitz'sargumentsthatmanyeconomists—evensomeBushAdministrationofficials—nowembracehisviewthateconomicchangeinthedevelopingworldmustevolvemorewithlocalconditions,notonWashington'scalendar.Withoutathoroughmakeover,globalizationcouldeasilybecomeaquagmire.StiglitzsharedaNobelPrizelastyearforhisworkanalyzingtheimperfectionsofmarkets.HismaincomplaintagainstRubinandSummers,whoservedasTreasurySecretaries,andagainstFischer,theNO.2officialanddefactochiefexecutiveoftheinternationalMonetaryFund,isthattheyhadtoomuchfaiththatmarketscouldtransform.poorcountriesovernight.Helabelsthesethreemenmarketfundamentalists,whofoughttomaintainfinancialstabilitywiththesameurgencythatanearliergenerationstruggle

33.(79)

34.Itwaslateintheafternoon,andIwasputtingthefinaltouchonapieceofwritingthatIwasfeelingprettygoodabout.Iwantedtosaveit,butmycursorhadfrozen.Itriedtoshutthecomputerdown,anditseizedupaltogether.Unsureofwhatelsetodo,Iyanked(用力猛拉)thebatteryout.

Unfortunately,Windowshadbeeninthemidstofadelicateandcrucialundertaking.Thenextmorning,whenIturnedmycomputerbackon,itinformedmethatafilehadbeencorruptedandWindowswouldnotload.Then,itofferedtorepairitselfbyusingtheWindowsSetupCD.

IopenedthespecialdrawerwhereIkeepCDs,butnoWindowsCDinthere.Iwasforcedtocallthecomputercompany'sGlobalSupportCentre.Mycallwasansweredbyawomaninsomeunnamed,far-offland.IfinditannoyingtomakesmalltalkwithsomeonewhenIdon'tknowwhatcontinentthey'restandingon.SupposeIweretocommentonthebeautifulweatherwe'vebeenhavingwhentherewasamonsoonattheotherendofdiephone?SoIgotrighttothepoint

"Mycomputeristellingmeafileiscorruptedanditwantstofixitself,butIdon'thavetheWindowsSetupCD."

"Soyou'rehavingaproblemwithyourWindowsSetupCD."Shehasapparentlybeendozingand,havingcometojustasthesentenceended,wasattemptingtocoverforherinattention.

Itquicklybecameclearthatthewomanwasnotacomputertechnician.Herjobwastoserveasagatekeeper,ahumanshieldforthetechnicians.Hersoleduty,asfarasIcouldtell,wastoraiseglobalstresslevels.

Tomakemedisappear,thewomangavemethephonenumberforWindows'creator,Microsoft.Thisislikegivingsomeonethephonenumberfor,Idon'tknow,NorthAmerica.Besides,theCDworked;Ijustdidn'thaveit.NomatterhowmanytimesIrepeatedmystory,wecamebacktothesameplace.Shewascalmandresolutelypolite.

Whenmyvoicehitacertaindecibel(分贝),Iwaspassedalong,likeahot,irritablepotato,toatechnician.

"Youdon'thavetheWindowsSetupCD,ma'am,becauseyoudon'tneedit,"heexplainedcheerfully.

"Windowscamepreinstalledonyourcomputer!"

"ButIdoneedit

"Yes,butyoudon'thaveit."Wewentonlikethisforawhile.Finally,heofferedtowalkmethroughtheuseofadifferentCD,onethatwoulderasemyentiresystem."Ofcourse,you'dloseallyoure-mail,yourdocuments,yourphotos."Itwaslikeofferingtodropasafeonmyheadtocuremyheadache."Youmightbeabletorecoverthem,butitwouldbeexpensive."Hesoundeddelighted."Andit'snotcoveredbythewarranty(产品保证书)!"Thesafebegantoseemlikeagoodidea,provideditwasfull.

Ihungupthephoneanddrovemycomputertoasmall,friendlyrepairplaceI'dheardabout.Asmart,helpfulmandugoutaWindowsCDandtoldmeitwouldn'tbeaproblem.Anhourlater,hecalledtoletmeknowitwasready.Ithankedhim,andwechattedabouttheweather,whichwasthesameoutsidemywindowasitwasoutsidehis.

Whydidtheauthorshutdownhercomputerabruptly?

A.Shehadsavedwhatshehadwritten.

B.Shecouldn'tmovethecursor.

C.Thecomputerrefusedtowork.

D.Thecomputerofferedtorepairitself.

35.PartB

Directions:Inthefollowingarticlesomeparagraphshavebeenremoved.ForQuestions66-70,choosethemostsuitableparagraphfromthelistA-Ftofitintoeachofthenumberedgaps.Thereisoneparagraphwhichdoesnotfitinanyofthegaps.MarkyouranswersonANSWERSHEET1.

Itwasamomentmostbusinessexecutiveswouldpausetosavor:latelastyear,GermansportinggoodspioneerAdidaslearnedthatafteryearsofdecliningmarketshare,thecompanyhadsprintedpastU.S.ReebokInternationaltotakethesecondplacebehindNikeintheraceforworldwidesales.ButRobertLouis-Dreyfus,therumpledFrenchmanwhonowrunsAdidas,anddidn'tevenstopforoneofhistrademarkHavanacigarsincelebration,worriedthatthecompanywouldgrowcomplacent.Instead,heandagroupoffriendsboughtFrenchsoccerclubOlympicdeMarseille"Nowthat'ssomethingIhavedreamedaboutsinceIwasakid."Louis-Dreyfussayswithanadolescentgrin.

66.______

Withsalesinthefirstthreequartersof1996at$2.5billion,upablithering30.7%over1995,it'shardtorecallthedismalshapeAdidaswasinwhenLouis-DreyfustookoveraschairmaninApril1993.Foundedin1920byAdiDassler,theinventorofthefirstshoesdesignedespeciallyforsports,thecompanyenjoyedanearmonopolyinathleticshoesuntilanupstartcalledNikeappearedinthe1970sandrodetherunningfadtoriches.Bytheearly1990sAdidashadcomeunderthecontrolofFrenchbusinessmanBernardTapie,whowaslaterjailedforbribingthreeFrenchsoccerplayers.AlthoughthecompanytriedtospruceupitsstaidimagewithateamofAmericandesigners,Adidaslostmorethan$100millionin1992,promptingtheFrenchbanksthathadacquiredcontrolofthecompanyfromTapietobeginadesperatesearchforanewowner.

67.______

Thepoker-lovingLouis-Dreyfusknewhehadbeendealtawinninghand.FollowingtheleadsetbyNikeinthe1970s,hemovedproductiontolow-wagefactoriesinChina,IndonesiaandThailandandsoldAdidas'EuropeanfactoriesforatokenoneDeutschemarkapiece.HehiredPeterMoore,aformerproductdesigneratNike,ascreativedirector,andsetupstudiosinGermanyfortheEuropeanmarketandinPortland,Oregon,fortheU.S.Hethenriskedeverythingbydoublinghisadvertisingbudget."Wewentfromamanufacturingcompanytoamarketingcompany,"saysLouis-Dreyfus."Itdidn'ttakeagenius—youjusthadtolookatwhatNikeandReebokweredoing.Itwaseasierforsomeonecomingfromtheoutside,withnobaggage,todoit,thanforsomebodyfrominsidethecompany."

68.______

"ThemarketingatAdidasisvery,verygoodrightnow,"saysEugenioDiMaria,editorofSportingGoodIntelligence,anindustrynewsletterperceivingAdidasasaveryyoungbrand."Thecompanyisparticularlystronginapparel,muchstrongerthanNikeandReebok."

Although90%ofAdidasproductsforwearonstreetinsteadofsportsfields,Louis-DreyfusfeltthepreviousmanagementhadlostsightofAdidas'rootsasasportingproductscompany.Afterall,AdiDasslerinventedthescrew-instudforthesoccershoeandshodAmericanchampionJesseOwensinthe1936Olympics.Sohesoldofforfoldedothernon-corebrandsthatAdidashaddeveloped,includingLeCoqSportif,ArenaandPony.Europeisstillthecompany'slargestmarketbecauseAdidasdominatestheapparelindustryandthankstosoccer'smassivepopularitythere,Louis-Dreyfttsisquicktosharecreditfortheturnaroundwithasmallgroupoffriendswhoboughtthecompanywithhimin1993.OneofthosefellowinvestorsisaformerIMScolleague,ChristianTourres,nowsalesdirectoratAdidas."We'reprettycomplementarybecauseI'mabitofadreamer,soit'sgoodtohavesomebodyknockingonyourheadtoremindyouthere'sabudget,"saysLouis-Dreyfus.

Commutingtothefirm

36.PartC

Directions:Answerquest