2025MBA报考测评申请中......
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导读：
一：
Directions: There are 4 passages in this part. Each of the passages is followed by 5 questions or unfinished
statements. For each of them there are 4 choices marked A, B, C and D. You should decide on the best choice and
blacken the corresponding letter on theANSWER SHEET with a pencil.
Question 1 to 5 are based on the following passage:
What do consumers really want? That’s a question market researchers would love to answer. But since people
don’t always say what they think, marketers would need direct access to consumers’ thoughts to get the truth..
Now, in a way, that is possible. At the“Mind of the Market” laboratory at Harvard Business School, researchers
are looking inside shoppers’ skulls to develop more effective advertisements and marketing pitches. Using imaging
techniques that measure blood flow to various parts of the brain, the Harvard team, and business school professor
Gerald Zalt man, oversee the lab.“The goal is not to manipulate people’s preferences,” says Kosslyn,“Just to speak
to their actual desires.” The group’s findings, though still preliminary, could radically change how firms develop
and market new products.
The Harvard group use position emission tomography (PET) scans to monitor the brain activity. These Pet scans,
along with other non-invasive imaging techniques, enable researchers to see which parts of the brain are active
during specific tasks (such as remembering a word ).
Correlations have been found between blood flow to specific areas and future behavior. Because of this, Harvard
researchers believe the scans can also predict future purchasing patterns. According to an unpublished paper the
group produced,“ It is possible to use these techniques to certain materials, but also whether they will be inclined to
want those materials months later.”
The Harvard group is now moving into the next stage of experiments. They will explore how people remember
advertisements as part of an effort to predict how they will react to a product after having seen an ad. The
researchers believe that one key areas of the brain are identified, scans on about two dozen volunteers will be
enough to draw conclusions about the reactions of specific segments of the population. Large
corporations---including Coca Cola, Eastman Kodak, General Motors, and Hallmark---have already signed up to
fund further investigations.
For their financial support, these firms gain access to the experiments but cannot control them. If Kosslyn and
Zaltman and their team really can read the mind of the market, then consumers may find it even harder to get those
advertising jingles-out of their heads.
1 Which of the following statements can be the best title for this passage?
A Reading the Mind of the Market
B Controlling the Consumers’ Preferences
C Improving the Styles of Advertising
D Finding Out the Way to Predict
2 Why do the Harvard researchers use scientific technology in the experiments?
A Because they don’t believe the surveys done by the marketers can lead to the truth
B Because they want to find a direct way to predict future purchasing patterns in the different market.[FS:PAGE]
C Because they want to find out how the ads influence people’s brain activity and emotional responses etc.
D Because they export that their experiments can basically alter the marketing strategies of products
3 Which of the following is not true according to the passage?
A Sometimes people will conceal what they think when being questioned by the market researchers
B Stephen Kosslyn and Gerald Zaltman overlook the experiments and criticize the purpose of the study
C Harvard researchers have found some corresponding relation between people’s brain and behavior
D There are many large organizations endorsing and financing the Harvard group’s further investigations
4 What does“to speak to” in the last sentence of the second paragraph mean?
A To talk to
B To say to
C To communicate to
D To respond to
5 The last sentence of this passage implies that _________
A If the experiments’ results can be applied to the practice, the customers will be very likely to buy things
according to the ads.
B If the Harvard group can success in finishing the research, they will use it in attracting more and more
consumers into the market.
C The financial supporting corporations such as Coca Cola, General Motors can employ the experiments in their
own marketing
D The consumers may discover that those ads will always annoy them by jingling out of their heads and cause
them headaches.
1
A
二
Question 1 to 5 are based on the following passage:
With the possible exception of equal rights, perhaps the most controversial issue across the United States today is
the death penalty. Many argue that it is an effective deterrent to muder, while others maintain there is no convincing
evidence that the death penalty reduces the number of murders.
The principal argument advanced by those opposed to the death penalty, basically, is that it is cruel and
inhuman punishment, that it is the mark of a brutal society, and finally that it is of questionable effectiveness as a
deterrent to crime anyway.
In our opinion, the death penalty is a necessary evil. Throughout recorded history there have always been these
extreme individuals in every society who were capable of terribly violent crimes such as murder. But some are
more extreme than others.
For example, it is one thing to take the life of another in a fit of blind rage, but quite another to coldly plot and
carry out the murder of one or more people in the style of a butcher. Thus, murder, like all other crimes, is a matter
of relative degree. While it could be argued with some conviction that the criminal in the first instance should be
merely isolated from society, such should not be the fate of the latter type of murderer.
The value of the death penalty as a deterrent to crime may be open to debate. But the overwhelming majority of
citizens believe that the death penalty protects them. Their belief is reinforced by evidence which shows that the
death penalty deters murder. For example, from 1954 to 1963, when the death penalty was consistently imposed in[FS:PAGE]
California, the murder rate remained between three and four murders for cash 100000 population. Since 1964 the
death penalty has been imposed only once, and the murder rate has risen to 10.4 murders for each 100000
population. The sharp climb in the state’s murder rate, which began when executions stopped, is no coincidence. It
is convincing evidence that the death penalty does deter many murdered―some whose lives may have been saved
if the death penalty were in effect. This is literally a life or death matter. The lives of thousands of innocent people
must be protected.
1.The main purpose of this passage is to____________________
A criticize the government
B argue for the value of the death penalty
C speaks for the majority
D initiate a veto
2. The passage attempts to establish a relationship between___________________
A the importance of equal rights and that of the death penalty
B executions and murders
C the murder rate and the imposition of the death penalty
D the effects of execution and the effects of isolation
3. The author
