中级口译（笔试）模拟试卷1（共801题）

中级口译（笔试）模拟试卷1（共9套）

（共801题）

中级口译（笔试）模拟试卷第1套

一、中级口译.听力短文填空（本题共20题，每题7.0

分，共20分。）

Whatisdistancelearning?Itmeansthatyoustudyonyourown,athomeorwherever

suitsyou.Recently,theworldfamousOpenUniversityintheUnitedKingdomhas

designedanewstyleofdistancelearning,whichiscalled"[Cl]Thephrase

"OpenLearning"meansyoustudy[C2].Youreadcoursematerial,workon

courseactivities,andwrite[C3].Theword"Supported"meansyouhavehelp

[C4],thestudentservicesstaffatregionalcentres,andcentralisedareassuch

as[C5].Youcanalsocontactotherstudentsthroughtutorialsand[C6]

,theUniversity'sonlineconferencingsystemandeventsanddubsorganisedby

[C7].Mostdistancelearningcoursesuseprintedpapermaterials.Theyalso

includesome[C8]materialssuchasaCD,DVDorvideo.Manycourseshavea

websiteandan[C9].You'llneedaccesstoacomputer[CIO]tomake

useofthese.TheOpenUniversitycanhelpitsstudentsbuyacomputerand[Cl1]

thecostofaccessingtheInternet.Withmostdistancelearningcourses,no

[C12]arerequiredtostudy.Ofcourse,youhavetobeaged18whenyour

coursestartsbutthereisno[CI3].CurrentlytheOpenUniversityhasaround

[04]undergraduateandmorethan30,000postgraduatestudents,ofwhich

10,000have[C15].Nearlyallstudentsarestudying[C16].About70

percentofundergraduatestudentsarein[CI7].Morethan50,000students

【Cl8]bytheiremployersfortheirstudies.Mostdistancelearningcourses

[C19].Someofthemareevenavailableinotherpartsoftheworld.Withover

25,000ofitsstudentslivingoutsidetheUK,theOpenUniversityisthe[C20]

thatoffersdistancelearningthroughouttheworld.

1、【Cl】

标准答案：supportedopenlearning

知识点解析：暂无解析

2、[C2]

标准答案：inyourownlime

知识点解析：暂无解析

3、[C3]

标准答案：assignments

知识点解析：暂无解析

4、[C4]

标准答案：fromatutor

知识点解析：暂无解析

5、[C5]

标准答案：theuniversity'slibrary

知识点解析：暂无解析

6、[C6]

标准答案：informalstudygroups

知识点解析：暂无解析

7、[C7]

标准答案：thestudentsunion

知识点解析：暂无解析

8、[C8]

标准答案：inieraclive

知识点解析：暂无解析

9、[C9]

标准答案：onlinecomputerconference

知识点解析：暂无解析

10、[C10]

标准答案:withInternet

知识点解析：暂无解析

11、[C11]

标准答案：payfor

知识点解析：暂无解析

12、[C12]

标准答案：previousqualifications

知识点解析：暂无解析

13、[C131

标准答案：upperagelimit

知识点解析：暂无解析

14、[C14]

标准答案：150000

知识点解析：暂无解析

15、[C15]

标准答案：disabilities

知识点解析：暂无解析

16、[C16]

标准答案：part-time

知识点解析：暂无解析

17、[C17]

标准答案：full-timeemployment

知识点解析：暂无解析

18、[CIS]

标准答案：aresponsored

知识点解析：暂无解析

19、[C19]

标准答案：areavailablethroughoutEurope

知识点解析：暂无解析

20、[C20]

标准答案：onlyinternationalinstitution

知识点解析：暂无解析

二、中级口译•听力句子理解（本题共10题，每题

分，共70分。）

21、

A、Itonlytookmeanhourtocometoaconclusion.

B、Ididn'lhaveachancetorevisetheconclusion.

C、LaterIconcludedthatIhadbeenwrong.

D^Istartedtorewritetheconclusionanhourago.

标准答案：B

知识点解析：暂无解析

22、

A^It'sabittooearlytogetaclasscardforme.

B、Imisplacedmyclasscardfbrbiology.

C、Imissedregistration.

D、Mylastnameissostrangethatfewpeoplecouldpronounceit.

标准答案：A

知识点解析：暂无解析

23、

A、1hepresidentsighedwhenheheardthesuggestion.

B、Therepresentativerejectedthecommittee'ssuggestion.

C^Thestudentquitwhenhisideawasn'taccepted.

D、Thestudentdidn'tacceptthesignature.

标准答案：C

知识点解析：暂无解析

24、

A、Jackhasameetingtoattend.

B、Jacksaveshismoneybyridinghisbiketowork.

C、Jackissavinghismoneytobuyabike.

D、Jacksaveshismoneybyridingabus.

标准答案：B'

知识点解析：暂无解析

25、

A^Idon'trecognizethatname.

B、Ihaven'tcalledMichael.

C、Thatdoorbelldoesn'twork.

D^Ididn'tringthebell.

标准答案：A

知识点解析：暂无解析

26、

ANKate'scourseisonlyhalfaslongasmine.

B、Kaleisenrolledin4courses.

C^Isignedacontractandwenttoworkfortwomonths.

D、KatesignedalongercontractthanI.

标准答案：A

知识点解析：暂无解析

27、

A、Ithinkthecandidateisnotqualified.

B>Ithinkthecandidateneednotbechecked.

C、Ithinkthecandidate'slettersofrecommendationaresatisfying.

D^Ithinkthecandidate'slettersofrecommendationshouldbereconsidered.

标准答案：D

知识点解析：暂无解析

28、

A、Shedroppedoffthechairlastnight.

Shewenttobuysomebedroomfurniture.

CNShedidn'tsleeplastnight.

D、Shesleptinthechairratherthanonthebed.

标准答案：D

知识点解析：暂无解析

29、

A^Hehasworkedforthreecompanies.

B、Threecompaniestumedhimdown.

C、Hedecidednottoacceptseveraljoboffers.

D、Hiscompaniescouldnotunderstandhisposition.

标准答案：C

知识点解析：暂无解析

30、

A、Theteacherpostponedtheconference.

B>Thestudentswillbeattendingtheconference.

C、Therewon'tbeatestthisafternoon.

D^Thestudentstookasciencetestthatafternoon.

标准答案.C

知识点露斤：暂无解析

三、中级口译•听力对话组题（本题共20题，每题1.0

分,共20分。）

31、

A、Gymandsunbed.

B、Fitnessclass.

C、Weight-liftingexercise.

D、Wholefoodbar.

标准答案：C

知识点解析：暂无解析

32、

A、$1.5

B、$2.5

C、$5

D、$6

标准答案：C

知识点解析：暂无解析

33、

A、inthemorning.

B、Atlunchhourorafterwork.

C^Ataround3to4intheafternoon.

D、Latenight.

标准答案：B

知识点解析：暂无解析

34、

A、It'sfreeofchargetojointhehealthclub.

B、Thefacilitiesintheclubarequiteexpensive.

C、Theclubwillofferitematreducedpriceonlyinthemorning.

D、Old-pensionersarethemajorityofiheirclubmembers.

标准答案：C'

知识点解析：暂无解析

35、

A、Writing.

B、Intensivereading.

C、Conversational.

D^Listening.

标准答案.C

知识点初析：暂无解析

36、

A、ThecoursewilllastaboutamonthandahalfoneachFridayafternoon.

B、Thecourseisopentoallstudentsofthecenter.

C>Onlystudentsofassigneddepartmentsareentitledtoenroll.

D、Onlyfreshmenareallowedtosignupfbrtheclass.

标准答案：C

知识点解析：暂无解析

37、

A、Intermlime,onweekends.

B>Intermtime,inweekdays.

C^Invacation,9a.m.tomidday.

D、Invacation,9a.m.to5p.m.

标准答案：B

知识点解析：暂无解析

38、

A、Borrowmorethanonebookatalime.

B、Keepanybookforuptoaweek.

C、Keepmastercopiesandreferencebooksmorethanaweek.

D、BorrowbooksassoonasonegetstheborrowingCard.

标准答案：c--

知识点解析：暂无解析

39、

A^Formerschoolmates.

B、Colleagues.

C、Bossandsecretary.

D、Neighbors.

标准答案：A

知识点解析：暂无解析

40、

A、Thewoman'shobbies.

B、Thenightlifeinthecity.

C、Thedifferencebetweenrurallifeandurbanlife.

D^Howtomakefriendsinthecity.

标准答案.C

知识点露斤：暂无解析

41、

A、Shewasborninthecity.

Shedoesn'tthinkthenoiseandtrafficinthecitymattermuch.

C、Shedrivestoworkeveryday.

D、Sheenjoysanaturalwayoflife.

标准答案：D

知识点解析：暂无解析

42、

A、Onecan'tmeetmorethan20peopleinthewholeday.

B、It'seasierandmoreconvenienttolivewithanextendedfamilyinthesuburb.

C、It'sbeenincreasinglydifficultforonetomakefriendsiflivinginthesuburb.

D、Morepeoplemayconsiderbuyinghouseinthecountry.

标准答案：D

知识点解析：暂无解析

43、

A、Bythelackofagenerallybalanceddiet.

B、Throughtheexhaustfumesofcars.

C、Byeatingseafoodcontaminatedbylead.

D、Byleadwaterpipes.

标准答案：A

知识点解析：暂无解析

44、

A^Getangrymoreeasilyandevenmoreviolent.

B、Beinactiveandlackenergy.

C^Easilydistracted.

D^Tendtohavemoredrcamthanotherchildren.

标准答案：D

知识点解析：暂无解析

45、

A、About30yearsago.

B、In1977.

C>Inthe1990s.

D、Onlyinthepastthreeyears.

标准答案：A

知识点解析：暂无解析

46、

A^Don'tuseanyproductcontaininglead.

B、Moveoutoftheurbanareastothecountryside.

C、Eatlessfish,crabsandvegetables.

D、Stopusingthepetrolcontaininglead.

标准答案：D

知识点解析：暂无解析

47、

A、ToexplainhowCanadianfirmscoulddeveloptheirexporttradeinJapan.

B、Toorganizebetweentwoandthreetradefairsindifferentregionseachyear.

C、TolearnmanynewthingsaboutexhibitingCanadiangoodsinforeigncountries.

D、Tonegotiatewithothers.

标准答案：D

知识点解析：暂无解析

48、

A、Bewell-organized.

B、Bebalancedbetweenworkandlife.

C、Becommunicativewithclients.

D、Bepatient.

标准答案：A

知识点解析：暂无解析

49、

A、Twelvemonths,dependingonwhethertheexhibitionissmallorlarge.

Fivemonths,dependingonthenetworkofcontactstheyhaveinthehostcountry.

C、Sixmonths,dependingonthingssuchasthetypeofgoodsbeingexhibited.

D、Sixmonths,dependingontheproducts,thelocationandnetworkofcontacts,

location,etc.

标准答案：D

知识点解析：暂无解析

50、

A、BecauseitisonemorechanceforhertoknowaboutthesocialsituationinJapan.

B>BecauseshetakesitasagreatchallengetoenterJapanesefashionmarket.

C^Becauseitisanopportunityfortheagencytocreateagoodimpressionwithclients.

D、BecauseshelongstosetupafashionfairtheretoenhanceherstudyofJapanese.

标准答案：B

知识点解析：暂无解析

四、中级口译•听力句子翻译（本题共5题，每题74

分，共5分。）

51、

标准答案：道琼斯指数主要用于对纽约证券交易所的股票行情涨跌进行衡量与报

道。

知识点解析：暂无解析

52、

标准答案：美国人认为没:有一个人是一成不变的，不进则退。这种观念使得整个民

族都致力于研究、实验和探索。

知识点解析：暂无解析

53、

标准答案：专家们认为，当父母们迁就孩子们的不合理的要求时，往往也就惯坏了

孩子。

知识点解析：暂无解析

54、

标准答案：人类有史以来，迷信就是人们生活中的一部分。即使在如今的科技时

代，大多数人哪怕表面上装作不迷信，也会在背地里迷信某些事物。

知识点解析：暂无解析

55、

标准答案：医生认为，如果不能有效控制怒火，发怒是非常有害的。他们警告说，

愤怒、敌对的情绪可能导致心脏病、胃病、头痛、情绪问题，甚至癌症。

知识点解析：暂无解析

五、中级口译•听力短文翻译（本题共2题，每题1.0

分，共2分。）

56、

标准答案：在某些职业中，如设计、翻译、计算机编程，远程上下班现在已成为

可能。人们可以整周或一周好几天在家工作，通过电脑、电话、传真进行交流。这

个做法的优势之一便是它可以使人们免受上下班路途带来的压力。它允许人们规划

自己的时间。而从另一个角度来讲，对有些人来说，当他们在家工作时，他们很难

全神贯注于工作，冰箱、电视和孩子通常令他们分神。

知识点解析：暂无解析

57、

标准答案：每次的医学突破总会伴随着负面影响，譬如说避孕药丸，它产生于20

世纪60年代，现在已经不算什么新闻了。它使妇女能够更多地控制自己的身体，

也有利于控制人口增长。但它也导致人们开始对性别角色、性、自由和家庭的观念

产生怀疑。它给全世界带来巨大的社会变化。这是好事吗?答案反映了每个人的宗

教、文化和个人价值观。

知识点解析：暂无解析

六、中级口译.阅读理解（本题共30题，每题7.0分，

共30分。）

ItwasadaythatMichaelEisnerwouldundoubtedlyliketoforget.SittinginaLos

Angeleswitnessboxforfourhourslastweek,theusuallyunflappablechairmanofthe

WaltDisneyCo.struggledtomaintainhiscomposure.Eisner'sprotegeturnednemesis.

JeffreyKatzenbcrg,hisformeremployee,wasseeking$500millioninhisbreach-of-

contractsuitagainstDisney,andEisnerwastryingtodefendhis—andhiscompany's

integrity.AtonepointEisnerbecameflusteredwhenKatzenberg'sattorney,Bertram

Fields,askedifherecalledtellinghisbiographer,TonySchwartz,"IthinkIhatethelittle

midget.*'LaterEisnerrecalledthatthesameday,hehadreceivedafaxfromKatzenberg

meantforFields,thankingthelawyerfor"managing"amagazinestorythatpraised

KatzenbergatEisner'sexpense:"IsaidtoSchwartz,*Screwthat.Ifheisgoingtoplaythis

disingenuousgame...Isimplywasnotgoingtopayhimhismoney."Lastweek's

revelationswerethelatesrtwistinadisputethathasentertainedHollywoodandtarnished

Disney'scorporateimage.Thedashbeganfiveyearsago,whenKatzenbergquitDisney

aftera10-yearreignasstudiochief,duringwhichheoversawproductionofsuch

animatedblockbustersas"TheLionKing".Disney'sattorneyssaidthatKatzenberg

forfeitedhisbonus—2percentofprofitsinperpetuityfromallDisneymovies,TVshows

andstageproductionsfrom1984to1994,aswellastheirsequelsandtie-ins-whenhe

left.ThecompanyultimatelypaidKatzenbergapartialsettlementofnearly$117million,

sourcessay.ButtalksbrokedownoverhowmuchDisneyowed,andthedisputelanded

incourt.IndustryinsidersneverexpectedthatDisneyv/ouldpushitthisfar.Thelast

HollywoodaccountingdisputethatairedinpublicwasArtBuchwalds'slawsuitagainst

Paramountforprofitsheclaimedtobeowedfromthe1988EddieMurphyhit"Coming

toAmerica".ParamountchosetofightBuchwaldincourt-onlytowinduppayinghim

$1millionafterembarrassingrevelationsaboutitsbusinesspractices.Afterthat,studios

madeapracticeofquietlysettlingsuchclaims.ButDisneyunderEisnerwouldrather

fightthatsettle.AndheandKatzenbergarebothproud,combativetypeswhosebusiness

disagreementdeepenedintopersonalanimus.Sofar,Disney'simage-aswellas

Eisner's一hastakenabeating.InhistestimonylastweekEisnerrepeatedlyrespondedto

questionsbysaying"Idon'trecall"or"Idon'tknow".Katzenberg,bycontrast,offereda

stackofnotesandmemosthatappearedtobolsterhisclaim.(TheDisneyexecutivewho

negotiatedKatzenbergsdeal,FrankWells,diedinahelicoptercrashfiveyearsago.)The

trialhasalsoofferedadevastatingglimpseintotheMagicKingdom-sbusinessdealings.

InternaldocumentsdetailsensitiveDisneyfinancialinformation.OneHollywoodlawyer

callsamemosenttoKatzenbergfromaformerDisneytopaccountant"aroadmapto

riches"forwriters,directorsandproducerseagertopresscasesagainstDisney.The

companydeclinedrequeststocommentonthecase.Thenextphaseofthetrialcouldbe

evenmoreembarrassing.AsKatzenberg'sprofitparticipationiscalculated,Eisnerwill

havetoarguethathisanimatedtreasuresarefarlessvaluablethanKatzenbergclaims.No

matterhowthejudgerules,Disneywilllooklikealoser.

58、Attheendofthefirstparagraph,thepronoun'T*inthequotedsentence"Isaidto

Schwartz,..."refersto.

A、Eisner

B、Fields

C>Schwartz

D、Katzenberg

标准答案：A

知识点解析：暂无解析

59^KatzenbergmadealawsuitagainstDisneybecause.

A^Disneydismissedhimbeforethecontractexpired

B>Eisnerinsultedhiminamagazinebycallinghim"thelittlemidget"

C>Disneydidnotpayhiminaccordancewiththecontract

D^Disneyowedhim$117million

标准答案：C

知识点解析：暂无解析

60sHollywoodstudiosnowtrytoavoidsealingdisputeswiththeiremployeesincourt

becausetheyfearthat.

A、involvementinalawsuitwilltarnishtheirreputation

manyoftheirillegalbusinesspracticeswillbefoundoutbyihepublic

C、lawyerswilloverchargethemforsuchcases

D、theirconfidentialbusinessinformationwillbedivulged

标准答案：D-

知识点解析：暂无解析

61、Itisimpliedinthelastparagraphthat.

A^Disneyhasprofitedmuchlessthanthegeneralpublicexpected

B、Disneyhasunderpaidmanyoftheiremployees

C、Fisner'sanimatedmoviesdidn'tbringasmuchmoneyasKatzenhergthinks

D、Disneyisundergoingafinancialcrisis

标准答案：B

知识点解析：暂无解析

62Wecaninferfromthispassagethat.

A、Katzenbergwillundoubtedlywinthelawsuitandgetallthemoneyheclaimed

B、Eisnerwillremainimperturbableallthroughthetrial

C>Katzenbergwillsuffergreatembarrassment

D、Disneywillfacemorelawsuitsfromtheiremployees

标准答案：D

知识点解析：暂无解析

TheWelshlanguagehasalwaysbeentheultimatemarkerofWelshidentity,buta

generationagoitlookedasifWelshwouldgothewayofManxoncewidelyspokenon

theisleofManbutnowextinct.Governmentfinancingandcentralplanning,however,

hashelpedreversethedeclineofWelsh.Roadsignsandofficialpublicdocumentsare

writteninbothWelshandEnglish,andschoolchildrenarerequiredtolearnboth

languages.WelshisnowoneofthemostsuccessfulofEurope'sregionallanguages,

spokenbymorethanahalfmillionofthecountry'sthreemillionpeople.Therevivalof

thelanguage,particularlyamongyoungpeople,ispartofaresurgenceofnational

identitysweepingthroughthissmall,proudnation.LastmonthWalesmarkedthesecond

anniversaryoftheopeningoftheNationalAssembly,thefirstparliamenttobeconvened

heresince1404.Theideabehinddevolutionwastorestorethebalancewithintheunion

ofnationsmakinguptheUnitedKingdom.Withmostofthepeopleandwealth,England

hasalwayshadbraggingrights.Thepartialtransferoflegislativepowersfrom

Westminster,implementedbyTonyBlair,wasdesignedtogivetheothermembersofthe

club-Scotland,NorthernIreland,andWales—abiggersayandtocountercentrifugal

forcesthatseemedtothreatentheveryideaoftheunion.TheWelshshowedlittle

enthusiasmfordevolution.WhereastheScotsvotedoverwhelminglyforaparliament,the

voteforaWelshassemblyscrapedthroughbylessthanonepercentonaturnoutofless

than25percent.Itspowerswereproportionatelylimited.TheAssemblycandecidehow

moneyfromWestminsterortheEuropeanUnionisspent.Itcannot,unlikeitscounterpart

inEdinburgh,enactlaws.Butnowthatitishere,theWelsharegrowingtoliketheir

Assembly.Manypeoplewouldlikeittohavemorepowers.Itsimportanceasfigurehead

willgrowwiththeopeningin2003,ofanewdebatingchamber,oneofmanynew

buildingsthataretransformingCardifffromadecayingseaportintoaBaltimore-style

waterfrontcity.MeanwhileagrantofnearlytwomilliondollarsfromtheEuropean

Unionwilltacklepoverty.WalesisoneofthepoorestregionsinWesternEurope-only

Spain,Portugal,andGreecehavealowerstandardofliving.Newspapersandmagazines

arefilledwithstoriesaboutgreatWelshmenandwomen,boostingself-esteem.To

familiarfacessuchasDylanThomasandRichardBurtonhavebeenaddednewicons

suchasCatherineZcta-Jones,themoviestar,andBrynTerfel,theoperasinger.

Indigenousfoodslikesaltmarshlambareinvogue.AndWalesnowboastsanational

airline.AwyrCymru.Cymru,whichmeans"landofcompatriots",istheWelshnamefor

Wales.Thereddragon,thenation'ssymbolsincethetimeofKingArthur,iseverywhere-

onT-shirts,rugbyjerseysandevencellphonecovers.'Untilveryrecenttimesmost

Welshpeoplehadthisfeelingofbeingsecond-classcitizens,*'saidDyfanJones,an18-

year-oldstudent.Itwasawarmsummernight,andIwassittingonthegrasswithagroup

ofyoungpeopleinLlanelli,anindustrialtowninthesouth,outsidetherockmusicvenue

oftheNationalEisteddfod,Wales'sannualculturalfestival.Thedisusedfactoryinfront

ofusechoedtothesoundsofnewWelshbands."Therewasalmostagenetictendency

forlackofconfidence",Dyfancontinued.EquallycomfortableinhisWelshnessasinhis

membershipintheEnglish-speaking,globalyouthcultureandthenewfederalEurope,

Dyfan,liketherestofhisgeneration,isgrowingupwithasenseofpossibility

unimaginabletenyearsago."Weusedtothink.Wecan'tdoanything,we'reonlyWelsh.

NowTthinkthat'schanging."

63Accordingtothepassage,devolutionwasmainlymeantto.

A^maintainthepresentstatusamongthenations

B、reducelegislativepowersofEngland

C、createabetterstaleofequalityamongthenations

D^grantmoresaytoallthenationsintheunion

标准答案：C

知识点解析：暂无解析

64^Theword"centrifugal"inthesecondparagraphmeans.

A、separatist

conventional

C、feudal

D、political

标准答案：A

知识点解析：暂无解析

65、WalesisdifferentfromScotlandinallthefollowingaspectsEXCEPT.

A、people'sdesirefbrdevolution

B、locals'turnoutfbrthevoting

C、powersofthelegislativebody

D、statusofthenationallanguage

标准答案：D

知识点解析：暂无解析

66、WhichofthefollowingisNOTcitedasanexampleoftheresurgenceofWelsh

nationalidentity?

A、Welshhaswitnessedarevivalasanationallanguage.

B、Poverty-relieffundshavecomefromtheEuropeanUnion.

C、AWelshnationalairlineiscurrentlyinoperation.

D、Thenationalsymbolhasbecomeafamiliarsight.

标准答案：B'-

知识点解析：暂无解析

67、AccordingtoDyfanJoneswhathaschangedis.

A、people'smentality

B>popculture

C、town'sappearance

D、possibilitiesforthepeople

标准答案：A

知识点解析：暂无解析

Thetimingofmarketentryiscriticaltothesuccessofanewproduct.Acompanyhastwo

alternatives:itcancompetetoenteranewproductmarketfirst-otherwiseknownas

"pioneering"-oritcanwaitforacompetitortotakethslead,andthenfollowoncethe

markethasbeenestablished.Despitethelimitationsofexistingresearch,nobodydenies

thattherearcadvantagestobeingapioneeringcompany.Overtheyears,therehasbeena

gooddealofevidencetoshowaperformanceadvantageforpioneers.Formanynew

products,customersareinitiallyunsureaboutthecontributionofproductcharacteristics

andfeaturestotheproducts'value.Preferencesfordifferentcharacteristicsandtheir

desiredlevelsarelearnedovertime.Thisenablesthepioneeringcompanytoshape

customerpreferencesinitsfavour.Itsetsthestandardtowhichcustomersreferin

evaluatingfollowers*products.Thepioneeringproductcanbecometheclassicor

"original"productforthewholecategory,openingupafloodofsimilarproductsontothe

market,asexemplifiedbyWalkmanandPolaroid.Thepioneeringproductisabigger

noveltywhenitappearsonthemarket,andisthereforemorelikelythanthosethatfollow

tocapturecustomeranddistributorattention.Inaddition,apioneer'sadvertisingisnot

mixedupwithcompetitors'campaigns.Eveninthelongterm,followersmustcontinueto

spendmoreonadvertisingtoachievethesameeffectaspioneers.Thepioneerscanset

standardsfordistribution,occupythebestlocationsorselectthebestdistributors,which

cangivethemeasieraccesstocustomers.Forexample,inmanyUScitiesthecoffee

chainStarbucks,asthefirsttomarket,wasabletoopencoffeebarsinbetterknown

locationsthanitscompetitors.Inmanyindustrialmarkets,distributorsarenotkeento

takeonsecondandihirdproducts,particularlywhentheproductistechnicallycomplex

orrequireslargeinventoriesofspareparts."Switchingcosts'1arisewheninvestmentsare

requiredinordertoswitchtoanotherproduct.Forexample,manypeoplehavedeveloped

skillsinusingthetraditional"qwerty"keyboard.Changingtothepresumablymore

efficient"dvorak'1keyboardwouldrequirerelearninghowtotype,aninvestmentthatin

manycaseswouldexceedtheexpectedbenefitsinefficiency.Switchingcostsalsoarise

whenthequalityofaproductisdifficulttoassess.Peoplewholiveabroadoften

experienceasimilar"cost"whensimplepurchasedecisionssuchasbuyingdetergent,

toothpasteorcoffeesuddenlybecomeharderbecausethetrustedbrandfromhomeisno

longeravailable.Pioneeringproductshavethefirstchancetobecomethistrustedbrand.

Consequently,thecompaniesthatfollowmustworkhardtoconvincecustomerstobear

thecostsandrisksofswitchingtoanuntriedbrandofunknownquality.Unlikeother

consumersectors,thevaluetocustomersofmanyhightechnologyproductsreliesnot

onlyontheirfeaturesbutalsoonthetotalnumberofusers.Forexample,thevalueofa

videophonedependsonthenumberofpeopleusingthesameoracompatiblesystem.A

pioneerobviouslyhastheopportunitytobuildalargeuserbasebeforecompetitorsenter

themarket.Thisreducesfollowers'abilitytointroducedifferentiatedproducts.Thereare

otheradvantagesofalargeuserbase,suchastheabilitytosharecomputerfileswith

otherusers.Thus,softwarecompaniesareoftenwillingtogiveawayproductstobuild

themarketquicklyandsetastandard.

68、Inthefirstparagraph,thewriterpointsoutthat.

A、thereisgeneralagreementonthebenefitsofpioneeringproducts

B、companiesarestilluncertainabouthowtomarketnewproducts

C、mostcompaniesprefertomarketnewproductsindependently

D、therearenowguidelinestohelpthosewhowishtopioneer

标准答案：A

知识点解析：暂无解析

69Accordingtotheinformationinthesecondparagraph,howdocustomersapproach

newproducts?

A、Theytakesometimetodevelopalikingforthem.

B、Theymakecomparisonswithothernewproducts.

C、Theyneedsomepersuasiontopurchasethem.

D、Theyconsidercostanimportantfeature.

标准答案：A

知识点解析：暂无解析

70、ThewriterreferstoWalkmanandPolaroidbecausetheywere.

A、betterthananyoftheirfollowers

BNcopiedmanytimesbytheirfollowers

C、quicklyacceptedbyconsumers

D^designedforaparticularmarket

标准答案：B

知识点解析：暂无解析

71、Whenpioneeringproductsarepromoted,thewriternotesthat.

A、aheavyfinancialinvestmentisrequired

B、awidevarietyofadvertisingmethodsmustbeused

C^aclearmessageislikelytobecommunicated

D、alongcampaignisusuallynecessary

标准答案：C

知识点解析：暂无解析

72、Accordingtothefinalparagraph,thehightechnologymarketdiffersfromother

consumermarketsinthat.

A、ilisstillarelativelynewareaofconsumerism

itisnotdependentonproductcharacteristicsalone

C、therearesomanydifferenttypesofproductonthemarket

Dxthereissuchagreatdemandforhightechnologyproducts

标准答案：B--

知识点解析：暂无解析

Ifoneofyourresearchstaffannouncedthathehadworkedoutawaytopropelavehicle

onacushionofair,wouldyoutellhimtoconcentrateonsomethingpractical,orsuggest

takingitfurther?Ifamemberofyourdevelopmentteamaskedifshecouldcomeinlate

becauseshehadherbestideasat3amwouldyouinsistthatsheisintheofficeat9am

likeeveryoneelse?Currentbusinesswisdomisthatcompaniesneedcreative,innovative

peopletobeatcompetitors.Therealityisthatcompanieshavealwaysneedednewideas

tosurviveandprogress,butinthepasttheyweren'tparticularlygoodatencouragingthe

peoplewhoproducedthem.Originalthinkersdon'talwaysfiteasilyintotheframework

ofanorganisation.However,theadvicefrommanagingdirector,JohnSerranois"Getrid

ofthedullpeopleandencouragetheunusualones'*.Essentially,hebelievesthat

companiesneedtolearnhowtomanagetheiroriginalthinkersinordertoensurethatthe

businessprofitsfromtheircontribution.Healsosays,"Originalthinkersoftenfindit

difficulttodrivechangewithintheorganisation,sotheyresign,feelingangryand

disappointed.Itisessentialtoavoidthis.""Youcan'trecogniseoriginalthinkersbythe

waytheylook",saysIanFreeman.Anapparentlyordinaryexteriorcanconcealavery

creativethinker."Hisconsultancy,IBTPersonnel,hasdevisedastructuredwayto

identifyoriginalthinkers.Wedefineemployeesaschampions,free-wheelers,bystanders

andweaklinks,andmostoriginalthinkerscomeintothecategoryoffree-wheelers.They

maymissdeadlinesiftheybecomeinvolvedinsomethingmoreinteresting.Theyare

passionateandhighlymotivatedbuthavelittleornounderstandingofbusinessdirections

andsystems."HeadhunterGeorgeSolomonalsothinksoriginalthinkershavetheir

disadvantages."Theymayhaveabadinfluencewithinanorganisation,especiallygiven

thecurrentmanagementtrendforworkinginteams.Theoriginalthinkersthemselves

maybeunawareofanyproblem,buthavingthemaroundcanbedisruptivetocolleagues,

whohavetobeallowedtopointoutwhentheyarcbeingdrivencrazybytheoriginal

thinkersbehaviour."Yet,inhisopinion,the"dreamteam"inanycreativeorganisation

consistsofabalancedmixtureoforiginalthinkersandmorepractical,realisticpeople.