How can you build more word-of-mouth advertising (口碑廣告)? In other words, why would your customers want to talk to their friends about their experience of doing business with you?
When you perform your service or deliver your product competently (出色地),  you are just doing what the customer expects. In order to increase the number of the customers who want to share their good experience with their friends, you must make your service impressive, going beyond what is expected.   
Recently my daughter Dawn and I had lunch with my team members at the Campbell House. The food and service were truly excellent. My daughter asked for her leftovers (剩菜) to be packed. They were returned to her in aluminum foil (鋁箔) shaped like a swan(天鵝). Guess what she talked about when she got home? How much more do you think it cost the Campbell House to produce that “Wow!” experience? Answer —not a cent!   
Disneyland should be an inspiration to us all in providing a “Wow!” experience. What do people talk to their friends about when they come home? “You should have seen how clean that park was! With all of the people there, it’s unbelievable! There’s not even a gum wrapper on the ground!” Walt Disney understood that cleanliness is marketing.  
【小題1】According to the passage, customers would like to share their good experience with their friends if ______.

A．what they need is provided on time
B．the price of the service is low enough
C．the service is better than they expected
D．the after-sale service is good enough
【小題2】How did Dawn feel the moment she saw her packed leftovers?   
A．Disappointed and angry.B．Excited and crazy.
C．Worried and unhappy. D．Surprised and pleased.
【小題3】By saying “Answer — not a cent!” the author seems to believe that ______.
A．it is always possible to satisfy all of the customers
B．sometimes it is easy to provide a good experience
C．most customers are easy to do business with
D．the service should be as cheap as possible


【小題1】C
【小題2】D
【小題3】B

解析試題分析：文章介紹怎樣可以得到口口相傳的廣告效應(yīng)，消費(fèi)者得到的服務(wù)超出了他們的預(yù)期，就會(huì)和別人分享，行業(yè)不要花一分錢就可以得到這個(gè)效果。
【小題1】細(xì)節(jié)題：從第二段的句子：In order to increase the number of the customers who want to share their good experience with their friends, you must make your service impressive, going beyond what is expected. 可知如果服務(wù)超出了顧客的預(yù)期，他們會(huì)和別人分享的，選C
【小題2】推理題：從第三段的句子：. They were returned to her in aluminum foil (鋁箔) shaped like a swan(天鵝). Guess what she talked about when she got home? How much more do you think it cost the Campbell House to produce that “Wow!” experience? Answer —not a cent!可知Dawn 看見包好的剩菜的時(shí)候，很驚訝也高興，選D
【小題3】句意理解題：這句話的意思是：一些行業(yè)不要花一分錢就得到這種口口相傳的廣告，所以是很容易的，選B
考點(diǎn)：考查社會(huì)現(xiàn)象類短文

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科目：高中英語 來源： 題型：閱讀理解

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And why not？Society has always rewarded its top entertainers lavishly.The great days of Hollywood have become legendary：famous stars enjoyed fame，wealth and adulation(奉承)on an all time scale.By today's standards，the excesses of Hollywood do not seem quite so spectacular.A single gramopphone record nowadays may earn much more in royalties than the films of the past ever did.The competition for the title“Top of the Pops”is fierce，but the rewards are truly huge.
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It's all very well for people in boring jobs to complain about the successes and rewards of others.People who make envious remarks should remember that the most famous stars represent only the tip of the iceberg.For every famous star，there are hundreds of others struggling to earn a living.A man working in a steady job and looking forward to a pension at the end of it has no right to expect very high rewards.He has chosen security and peace of mind，so there will always be a limit to what he can earn.But a map who attempts to become a star is taking enormous risks.He knows at the outset that only a handful of competitors ever get to the very top.He knows that years of concentrated effort may be rewarded with complete failure.But he knows，too，that the rewards for success are very high indeed：they are the payback for the huge risks involved and once he makes it，he will certainly earn them.That's the essence of private enterprise.
【小題1】The author develops the passage mainly by ________.

A．comparing different ideas
B．giving explanations
C．inferring
D．listing typical examples
【小題2】The underlined word “begrudge” in the third pararaph is closest in meaning to ________.
A．be jealous of B．be satisfied with
C．be anxious about D．be crazy about
【小題3】According to the passage，which of the following can match the view of the author?
A．He who laughs last laughs best.
B．If you venture nothing，you will gain nothing.
C．He who makes no mistakes makes nothing.
D．Success belongs to the persevering.
【小題4】Which of the following is true according to the passage?
A．People are blind in idolizing stars.
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科目：高中英語 來源： 題型：閱讀理解

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A．two good books for children
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【小題3】According to the text, the author thinks that ________.
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【小題4】How does the text mainly develop?
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【小題1】What does the underlined sentence imply?

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B．Mezzofanti had a special way to learn languages.
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Berlin.
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科目：高中英語 來源： 題型：閱讀理解

In the 19th century, there used to be a model of how to be a good person. There are all these torrents of passion flowing through you. Your job, as captain of your soul, is to erect dams to keep these passions in check. Your job is to just say no to laziness, lust, greed, drug use and the other sins.
　　These days that model is out of fashion. You usually can’t change your behavior by simply resolving to do something. Knowing what to do is not the same as being able to do it. Your willpower is not like a dam that can block the torrent of self-indulgence. It's more like a muscle, which tires easily. Moreover, you're a social being. If everybody around you is overeating, you’ll probably do so, too.
　　The 19th-century character model was based on an understanding of free will. Today, we know that free will is bounded. People can change their lives, but ordering change is not simple because many things, even within ourselves, are beyond our direct control.
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　　You can change your own personal habits. If you leave running shorts on the floor at night, that'll be a cue to go running in the morning. Don’t try to ignore your afternoon snack craving. Every time you feel the cue for a snack, insert another routine. Take a walk.
　　Their research thus implies a different character model, which is supposed to manipulate the neuralnetworks inside.
　　To be an effective person, under this model, you are supposed to coolly examine your own unconscious habits, and the habits of those under your care. You are supposed to devise strategies to alter the cues and routines. Every relationship becomes slightly manipulative, including your relationship with yourself. You're trying to arouse certain responses by implanting certain cues.
　　This is a bit disturbing, because the important habitual neural networks are not formed by mere routine, nor can they be reversed by clever cues. They are burned in by emotion and strengthened by strong yearnings, like the yearnings for admiration and righteousness.
　　If you think you can change your life in a clever way, the way an advertiser can get you to buy an air freshener, you’re probably wrong. As the Victorians understood, if you want to change your life, don’t just look for a clever cue. Commit to some larger global belief.
【小題1】Which of the following is the first-to-none element in the 19th-century character model?

A．Action. B．Capacity. C．Resolution. D．Enthusiasm.
【小題2】The 19th-century model supposedly does not work on the grounds that ________
A．one’s wished should be pondered before acting.
B．the comparison of free will to a dam is groundless.
C．it has been proved impractical and cannot hold true.
D．there were many other factors beyond one's control.
【小題3】The research at Duke University indicated that ________
A．One’s behavior is tough to change.
B．Habit has an unidentified structure.
C．Habit plays a vital role in one's behavior.
D．Both habit and will power are of significance.
【小題4】According to the new character model, personal behavior could be altered through
A．techniques to break old routines.
B．techniques to provide different physical cues.
C．cues to change all the former unconscious habits.
D．cues to manipulate the habitual neural responses.
【小題5】We can learn from the passage that the new character model ________
A．can generate changes in one's life like what advertisers do.
B．highlights the neural and psychological aspects of habit change.
C．has been identified a new method of changing behavior perfectly.
D．has an advantage over others in dealing with emotional aspects of behavior.

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科目：高中英語 來源： 題型：閱讀理解

It's an annual argument. Do we or do we not go on holiday? My wife says no because we have no savings to save us. I say you only live once and we work hard and what's the point if you can't go on holiday. The joy of a recession (不景氣) means no argument next year - we just won't go.
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Kim Stephenson, an occupational psychologist, believes money may be different things to men and women. “People can say the same things about money but have different ideas of what it's for.” he explains. “They'll say it's to save, to spend, for security, for freedom, to show someone you love them.” He says men are more likely to see money as a way of buying status and of showing their parents that they've achieved something.
　　“The biggest problem is that couples assume each other know what's going on with their finances, but they don't. There seems to be more of a taboo (禁忌) about talking about money than about death. But you both need to know what you're doing, who's paying what into the joint account and how much you keep separately. In a healthy relationship, you don't have to agree about money, but you have to talk about it.”
【小題1】What does the author say about going on holiday in Paragraph 1?

A．It will cost them too much money.
B．Few people can afford it without working hard.
C．It makes all the hard work worthwhile.
D．It is the chief cause of family quarrels.
【小題2】According to the text, what does Kim Stephenson believe?
A．Money is often a symbol of a person's status.
B．Money means a great deal to both men and women.
C．Men and women spend money on different things.
D．Men and women view money in different ways.
【小題3】The author suggests that couples should ______ .
A．put their money together instead of keeping it separately
B．discuss money matters to maintain a healthy relationship
C．make efforts to reach agreement on their family budgets
D．a(chǎn)void arguing about money matters to remain romantic

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科目：高中英語 來源： 題型：閱讀理解

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