A brand is a name, word, sign, symbol, design, or a combination of these, intended to identify the goods or services of a company or a group of companies. Another purpose of a brand is to contrast one company from another. The most important skill of professional marketers is the ability to create, maintain, protect, and enhance the brands of their products and services. Branding has become so important that today hardly any company or product is without one. Therefore, brand management is an increasingly important element in marketing.
Brand power refers to the relative strength of a company’s brand in the minds of consumers, and can influence consumers’ choice of products. Brands are powerful to the extent that they give high brand loyalty and strong brand associations, name recognition, perceived quality and other assets to a company. A strong brand can be one of a company’s most important assets.
High brand power provides a company with many competitive advantages. A powerful brand enjoys a high level of consumer brand awareness and loyalty. Because consumers expect stores to carry the brand, the company has more bargaining power when negotiating with retailers (零售商). And because the brand name brings high credibility, a company with a strong brand can more easily launch new products with the same brand name.
Many companies use the advantage of a strong brand power strategically to expand their business. When a company introduces an additional item with a new flavour, form, colour or package size in a given product category and under the same brand name, it is called a line extension. Another strategy is called brand extension. This involves the use of a successful brand name to launch new or modified products in a new category, thereby employing brand recognition in order to increase sales of new products.
Brand recognition is certainly important. Because consumers often hold long-standing perceptions about brands, high brand power ensure a company continued sales of its products.
小題1:What does the word “assets” in the 2nd paragraph mean?

A．points

B．a(chǎn)dvantages

C．a(chǎn)spects

D．elements

小題2:All of the following statements are the advantages of a high brand power EXCEPT that______.

A．a(chǎn) high brand wins the loyalty of consumers

B．a(chǎn) high brand usually sets a much higher price

C．it’s easy for a high brand company to launch new products

D．a(chǎn) high brand company is more competitive when doing business with retailers

小題3:A brand extension ______.

A．happens when the company is developing a new product

B．means the expansion of a company’s business in its established field

C．takes place when the company introduces a similar item but with a new colour

D．refers to the use of an established brand name to promote a new product in a new category

小題4:What might be the best title of this passage?

A．Brand Power	B．Famous Brands
C．Company Brands	D．Brand Products

Yesterday, I met a delightful woman at a work event. As we talked, she told me about her       in Manila, Philippines. She spoke about the     her culture values their elders,and she explained that children are         from the time of birth to respect and          people older than themselves.
It was       to hear that,so I enjoyed listening and learning. Here is her memory       I found so beautiful:
When she was growing up, her father had three jobs to       his family. She said her dad never      , and though he worked very hard, he always had       for them. One day, her father was        at his full-time job. For several months, he was mailed temporary disability checks       he was recovering.
When her father was able to return to his full-time job, he took all those disability        that were sent to him while he was recovering and handed them back to the        . He told them that he had two good legs and arms, and did not need this money. He told them to give the money to people who could not work, to people who        needed it.
The woman telling the story was a little girl at that time. She had        her father that very day when he went back to his company        all those unopened checks. "My father is my hero," she      . Lowering her voice, she said she would never forget what he did, and what an           and influential mentor(導(dǎo)師) he was on how to live a life.
From my communication with her, it was          that her father's same sweet spirit had been       to this woman, and to her family. Hearing this story was so refreshing to my soul. I hope it is for you too.

小題1:	A．study B．childhood C．friendship D．hobby

小題2:	A．way B．pattern C．memory D．skill

小題3:	A．a(chǎn)dopted B．brought C．a(chǎn)ttended D．educated

小題4:	A．greet B．a(chǎn)dmire C．honor D．welcome

小題5:	A．surprising B．refreshing C．convincing D．puzzling

小題6:	A．that B．what C．it D．this

小題7:	A．depend on B．watch over C．take in D．care for

小題8:	A．explained B．a(chǎn)pologized C．complained D．regretted

小題9:	A．food B．clothing C．space D．time

小題10:

A．defeated B．injured C．fired D．punished

小題11:

A．while B．though C．because D．since

小題12:

A．presents B．goods C．checks D．a(chǎn)wards

小題13:

A．company B．committee C．community D．charity

小題14:

A．frequently B．regularly C．a(chǎn)ctually D．normally

小題15:

A．observed B．a(chǎn)ccompanied C．supported D．reminded

小題16:

A．on B．a(chǎn)bout C．for D．with

小題17:

A．remarked B．reported C．sighed D．a(chǎn)nnounced

小題18:

A．a(chǎn)dvanced B．effective C．inspiring D．honest

小題19:

A．possible B．necessary C．strange D．obvious

小題20:

A．given in B．passed down C．held on D．handed out

Having a great collection of books at home doesn’t really mean that you are a person who has a passion for literature and reading． It can be a family inheritance or it can be just to impress people around you by the fact that you are a person of culture． On the other hand, there are many persons who cannot afford to buy books, because some of them are quite expensive, but who usually go to libraries and spend hours reading something that interests them a lot, or just borrow books to home．
From my point of view, literature is very important in our life． For example, reading is a means of gaining culture and enriching our knowledge in different areas． It can help us have a great imagination and it makes things easier when it comes to make compositions on different themes． It gives you the possibility to speak about science, even if you don’t work in this domain, or you can express your opinion about a political aspect, just because you have read something connected to that．
Secondly, literature offers us the possibility to enter the world of imagination, and to leave the real one for a couple of hours． We come to meet kings and queens many years ago, dream of being in the world of the rich or imagine how life will be in the future． Sometimes, we identify ourselves with the characters in the stories we read and they can give us some clues to solve our problems and how to react in certain circumstances．
In conclusion, I would like to say that literature is the perfect means to enrich our culture, to express ourselves correctly, to have a rich vocabulary, to be able to interfere in conversations in different fields of interest and to really be considered an erudite person．
小題1:People who are fond of literature are those that ________ ．

A．have much interest in reading

B．keep many books

C．go to libraries every day

D．buy expensive books in the bookstore

小題2:According to the author we can broaden our knowledge by ________ ．

A．composing

B．imagining

C．communicating

D．reading

小題3:We can know from the third paragraph that ___________ ．

A．we can bring kings and queens back to life

B．it is very good for us to stay alone for some hours

C．what we read can be useful in our daily life

D．we can make friends with people in the stories

小題4:The underline word “erudite” in Paragraph 4 probably means “ _______”．

A．learned

B．enthusiastic

C．smart

D．creative

小題5:What is the author’s purpose by writing the passage?

A．To share his own reading experience．

B．To distinguish the true readers．

C．To attract people to literature．

D．To stress the importance of imagination．

閱讀下面短文,從短文后各題所給的四個(gè)選項(xiàng)（A、B、C和D)中，選出可以填入空白處的最佳選項(xiàng),并在答題卡上將該項(xiàng)涂黑。
I often read of incidents of misunderstanding or conflict. I ’m left      . Why do these people create mistrust and problems, especially with those from other          ？
I was growing up in Kuala Lumpur in the early 1960s,     children from different races and religions played and studied       in harmony. At that time my family lived a stone s     from Ismail’s. And no one was bothered that Ismail was a Malay Muslim and Iwas an Indian Hindu——we just       our differences. Perhaps, our elders had not filled our heads with unnecessary advice，well        or otherwise.
We were nine when we became friends. During the school holidays, we'd          the countryside on our bicycles, hoping to         the unexpected. At times Ismail would accompany my family as we made a rare shopping trip to town. We would be glad of his     .
When I was twelve, my family moved to Johor. Ismail s family later returned to their village, and I          touch with him.
One spring afternoon in 1983, I stopped a taxi in Kuala Lumpur. I         my destination. The driver acknowledged my         but did not move off. Instead, he looked       at me. “Raddar?" he said, using my childhood nickname(綽號). I was astonished at being so      addressed (稱呼). Unexpectedly! It was Ismail! Even after two     we still recognized each other. Grasping his shoulder, I felt a true affection, something      to describe.
If we can allow our children to be       without prejudice, they'll build friendships with people, regardless of race or religion, who will be     their side through' thick and thin. On such friendships are societies built and     we can truly be, as William Shakespeare once wrote, 44we happy few, we band of brothers".

小題1:	A．interested B．pleased C．puzzled D．excited

小題2:	A．parties B．cities C．villages D．races

小題3:	A．why B．which C．how D．when

小題4:	A．together B．a(chǎn)round C．a(chǎn)lone D．a(chǎn)part

小題5:	A．drop B．throw C．move D．roll

小題6:	A．refused B．made C．sought D．a(chǎn)ccepted

小題7:	A．paid B．meant C．preserved D．treated

小題8:	A．explore B．search C．discover D．desert

小題9:	A．get through B．deal with C．come across D．take away

小題10:

A．a(chǎn)rrival B．choice C．effort D．company

小題11:

A．lost B．gained C． developed D．missed

小題12:

A．stated B．ordered C．decided D．chose

小題13:

A．a(chǎn)ttempts B．instructions C．opinions D．a(chǎn)rrangements

小題14:

A．a(chǎn)nxiously B．carelessly C．disappointedly D．fixedly

小題15:

A．familiarly B．strangely C．fully D．coldly

小題16:

A．departures B．months C．years D．decades

小題17:

A．possible B．funny C． hard D．clear

小題18:

A．them B．themselves C．us D．ourselves

小題19:

A．from B．by C． with D．a(chǎn)gainst

小題20:

A．still B．otherwise C．then D．instead

閱讀理解
We are just getting older and older with each New Year. Vigor and wisdom are draining, and bit by bit we are moving away from the amazement of youth.
Yet neither fear nor anxiety helps retain youth. Instead, a few living habits help maintain.
●Laugh to your heart's content as much as you can. Laughter helps reduce pressure and improve your immune system, which makes people look 8 years younger.
●Keep an eye on your blood pressure. Those with a blood pressure of 115/75mmHg look 2.5years younger than those above 160/90mmHg.
●Quit smoking and avoid passive smoking. This can take 8 years off your appearance.
●Spare some time for exercises each day. Exercises need not be tiring. A 20 minute walk every day makes people look 5 years younger.
●Keep learning and absorb something new each day. Speak the same language as the young people. Learning something every day makes people look 2.5 years younger.
●Keep other pressures under control. Too much pressure makes people look 30 years older. If they are good at networking and manage to keep pressure under control, they will look 30 years younger.
●Secure high quality medical care insurance and do whole body check regularly. For those contracted with chronicle diseases, proper treatment and qualification of the diseases makes people look 12 years younger than what they would without proper treatment.
小題1:The passage is mainly about _________.

A．the important of retaining youth

B．some tips helping people retain youth

C．moving away from the amazement of youth

D．the connections between the health and the age

小題2:The underlined sentence “This can take 8 years off your appearance.” means _________.

A．Smoking and passive smoking can make you look 8 years younger

B．Smoking and passive smoking can make you die 8 years ahead

C．Giving up smoking and avoiding passive smoking can make you live 8 years longer

D．Giving up smoking and avoiding passive smoking can make you look 8 years younger

小題3:According to the passage, we can know that _________.

A．exercises properly every day helps people retain youth

B．if you want to be 30 years younger you must keep other pressures under control

C．doing whole body check regularly can make people look younger

D．fear and anxiety are a part of our life, which help people realize the importance of keeping youth

When you’re returning to Australia, be careful that you don’t bring in pests and diseases. Some items you might bring back from overseas can be pests and diseases that Australia doesn’t have. When you return, declare(申報(bào))all food, meat, fruits, plants, seeds, wooden souvenirs, animal or plant materials.
Australia has strict quarantine(檢疫)laws and tough on-the-spot fines. Every piece of luggage is now screened or X-rayed. If you fail to declare any quarantine items, or if you make a false declaration, you will get caught. In addition to on-the-spot fines, you could be accused and fined more than $60, 000 and you may risk 10 years in prison. All international mail is also screened.
Some products may require treatment to make them safe. Items that are restricted because of the risk of pests and diseases will be seized and destroyed by the Australian Quarantine and Inspection Service(AQIS).
In many cases, the goods you declare will be returned to you after inspection. However, any item that presents a quarantine risk will be withheld(扣留). You will be given a range of options for each item depending on the quarantine risk:
Treating the item to make it safe;
Holding the item until an import permit is presented*; ·
Re-exporting the item；
Destroying the item.
Those treatments with the sign “*” are subject to fees.
Further information:
For more detailed information about bringing in food, animals, plants, animal or plant materials, call the AQIS at 1800-020-504.
小題1:Which of the following don’t you need to declare when returning to Australia?

A．Tea.

B．Wooden combs.

C．Some bread.

D．A pair of glasses.

小題2:If you make a false declaration, you would _______ .

A．be fined a lot of money

B．be forbidden to return to Australia

C．have to declare your items again

D．make yourself screened

小題3:Where can we most probably find this passage?

A．In an advertisement.

B．In a traveling guidebook.

C．At the police station.

D．In a hospital.

小題4:We can learn from the passage that _______ .

A．you can keep the item before an import permit is presented

B．a(chǎn)ll products must be treated according to the AQIS

C．not all treatments for your declared items are free

D．travelers can sell their declared items

Everybody is afraid of something.That’s what more than 1,700 kids told us when we asked them about fears and scary stuff.We gave kids a list of 14 scary things and asked which one frightened them most.Here are the top 5 answers from our survey (調(diào)查)：① Scary movies and TV shows；②Scary dreams；③Thunderstorms，hurricanes(颶風(fēng))；and other horrible weather；④War and terrorism (恐怖行動(dòng))；⑤Sounds heard at night.
But not everyone is afraid of the same thing.And what makes one person scared can be of no big deal for someone else.Plenty of kids said their biggest fear wasn’t on our list.
What is fear?
Fear is a feeling that eyeryone has—it’s programmed into all of us—and that’s a good thing because fear is there to protect us.We’re born with a sense of fear so we can react to something that could be dangerous.The baby cries，and their mom comes over to comfort him or her，helping the baby feel safe and OK again.Real vs.Pretend
The best way to get over a fear is to get more information about it.As kids get older，they understand more and start seeing the difference between what is real and unreal.So when William’s imagination leads him to think of witches，he can tell himself，“Wait a minute.They’re only pretend things.I don’t need to worry about them.”
The same goes for the dark.A kid’s imagination can start playing tricks when the lights go out.What’s under my bed？Is that a thief I hear？With the help of a parent，kids can get more comfortable in the dark.Using a nightlight or shining a flashlight under the bed to see that there’s nothing there can help kids fight that fear.
小題1:What did the writer find out from the survey?

A．Some people have never experienced fear.

B．Kids don’t like watching scary movies.

C．All people are afraid of something.

D．People often cry loudly when they are scared.

小題2:What is Paragraph 2 mainly about?

A．The list of fears is not complete.

B．The things people fear are of no big deal.

C．Kids have more fears than people think.

D．People are afraid of different things.

小題3:In the writer’s opinion，________.

A．having a sense of fear is not a bad thing

B．babies have a weak sense of fear

C．fear is not something that we are born with

D．not all people can react to dangerous things

Hobbs was an orphan. He worked in a factory and every day he got a little money. Hard work changed him thin and weak. He wanted to borrow a lot of money to learn to paint pictures, but he did not think he could pay off the debts.
One day the lawyer said to him, “One thousand dollars, and here is the money.” As Hobbs took the package of notes, he was very dumbfounded. He didn’t know where the money came from and how to spend it. He said to himself, “I could go to find a hotel and live like a rich man for a few days; or I give up my work in the factory and do what I’d like to do: painting pictures I could do that for a few weeks, but what would I do after that? I should have lost my place of the factory and have no money to live on. If it were a little less money, I would buy a new coat, or a radio, or give a dinner to my friends. If it were more, I could give up the work and pay for painting pictures. But it’s too much for one and too little for the other.”
“Here is the reading of your uncle’s will,” said the lawyer, “telling what is to be done with this money after his death. I must ask you to remember one point. Your uncle has said you must bring me a paper showing exactly what you did with his money, as soon as you have spent it.”
“Yes, I see. I’ll do that.” said the young man.
小題1:He wanted to borrow money because he wanted to      .

A．study abroad	B．work abroad
C．pay for the debts	D．learn to paint pictures

小題2:Hobbs was dumbfounded on receiving the money because he thought      .

A．the money was too much

B．the money was too little

C．he would be dismissed

D．the lawyer meant to punish him

小題3:With the money he got, first Hobbs      .

A．planned to have a happy life for a few days

B．decided to give up his work in the office

C．was to give a dinner to his friends

D．had no idea what to do

小題4:What Hobbs was asked to do was      .

A．to tell the lawyer what he did with the money after spending it

B．to read his uncle’s will

C．to tell the lawyer what was to be done with the money

D．nothing but to buy some pictures

小題5:What Hobbs really loved to do was      .

A．working in the factory

B．living in a fine hotel

C．painting pictures

D．saving the money

In today’s world, almost everyone knows that air pollution and water pollution are harmful to people’s health. However, not all the persons know that noise is also a kind of pollution, and that is harmful to human health, too.
People who work and live under noisy conditions usually become deaf. Today, however, scientists believe that 10 percent of workers in Britain are being deafened by the noise where they work. Many of the workers who print newspapers and books, and who weave（織） cloth become deaf. Quite a few people living near airports also become deaf. Recently it was discovered that many teenagers in America could hear no better than 65-year-old persons, for these young people like to listen to pop music and most of pop music is a kind of noise. Besides, noise produced by jet planes or machines will make people’s life difficult and unpleasant, or even make people ill or even drive them mad.
It is said that a continuous noise of over 85 decibels（分貝） can cause deafness. Now the governments in many countries have made laws to control noise and make it less than 85 decibels.
In China, the government is trying to solve not only air and water pollution problems but also noise pollution problems.
小題1:The passage is mainly about ______ .       

A．a(chǎn)ir pollution

B．water pollution

C．noise pollution

D．world pollution

小題2:According to the passage, a continuous noise of _______decibels can make people deaf.

A．less than 85

B．less than 65

C．a(chǎn)bout 65

D．more than 85

小題3:10 percent of the workers in Britain are being deafened because _______ .

A．they are working in noisy places

B．they often listen to pop music

C．they live near airports

D．they are too busy to listen to others’talk

小題4:The government of China is trying to reduce ______.

A．only the air pollution

B．only the air and water pollution

C．only the water pollution

D．the air, water and noise pollution

小題5:According to the passage,which of the following statement is TRUE?

A．People working and living under noisy places usually have good hearing.

B．Many teenagers in the US was said to have bad hearing because they enjoy listening to pop music.

C．A few people living near airports become deaf.

D．Noise coming from jet planes or machines won’t do much harm to people.

請認(rèn)真閱讀下列短文，并根據(jù)所讀內(nèi)容在文章后表格中的空格里填入一個(gè)恰當(dāng)?shù)膯卧~。(答案填在答題紙上)
Becoming a fireman is a challenging and competitive job today. A fireman’s main duty is decided by the fighting and extinguishment(熄滅) of fire which definitely requires being a strong man, both mentally and physically.
The duty of a fireman includes protection of life and property of the public. They are the servicemen who are decisively selected by an organization to deal with situations like fire. Such type of jobs is one of those few jobs where service is provided for innocent people when they need help immediately. This may include rescuing people from a building at fire, providing them with medical facilities, extinguishing fire in a house or in a large commercial building. Serving people is the main purpose of these professionals（職業(yè)）. The satisfaction which a fireman gets from this type of job cannot be compared to any other profession in the world.
Such profession requires top-level commitment and professionalism from those who have chosen it as a career. Fireman should have the highest level of courage and patience to put their lives in danger for the sake of others. They undergo lessons of maintaining patience for long hours and go through complete preparation to become successful and well-organized professional firemen. There are certain tests that are recommended before becoming a fireman.
It’s not that easy to become a fireman nowadays. A fireman is supposed to deal with unexpected situations, and they should be skilled at communicating with others and be self-disciplined at the same time.
In order to be a good fireman, one must undergo（經(jīng)歷、接受） strict local fire department’s training program after passing all the tests. All the fire departments conclude a two-to-four-month course, including classroom training and practical training that cover firefighting techniques, fire avoidance, dangerous materials and urgent situation medical actions. Completing this training, trainees go through the department’s trial period of service that can last from three to six months, depending on the methods of selection.
Firemen usually work both indoors and outdoors. They have to be on duty at all times and mostly work in shifts of at least 8 hours. They are also provided with several benefits which include medical aid plan, pension fund, annual leave and many more.
Title: Fireman

Definition	The servicemen decisively selected by an organization to (小題1:)_______ situations like fire.
(小題2:)	● Helping innocent people (小題3:)        they need help. ● Rescuing people from a building at-fire and providing them with medical facilities. ● (小題4:)         out fire in a house or in a large commercial building.
Requirements	● Having top-level commitment and professionalism. ● Being courageous and (小題5:)          . ● Being strong both in body and (小題6:) _________. ● Having good (小題7:)       skills. ● Being self-disciplined.
(小題8:)	● Firefighting techniques, fire avoidance, dangerous materials and urgent situation medical actions. ● The department’s trial period of service which possibly (小題9:)_________ 3～6 months.
(小題10:)	Medical aid plans, pension fund, annual leave and many more.