练习四 听力原文及解析
Section C
Now listen to the following recording and answer questions 16 to 19.
Let’s get started.Um，last time we were talking about the need for advertising.Now，let’s look at how you can successfully call attention to the service or product you want to sell.
To succeed，you’ve got to develop a systematic approach.If you don’t come up with a system，um，a plan，you risk making decisions that waste money，or even drive away potential customers.But what does a systematic advertising plan look like/ Well，it covers what we call-the“Four Ms”.The“Four Ms”：Market，Media，Money，Message.All are important areas to focus on when creating your advertising plan.We will look at them one by one.
The First step is to look at your Market，that’s the people who might become customers，buyers of your service or product.You need to know all about your possible customers：Who are they/ What age group are they/ What do they like，or dislike/ How do they shop/ So，you got that/ A market is a group of potential customers.Next，Media.Obviously the major media are television，radio，newspapers，magazines，um，billboards，and so forth.They are all avenues of communication.And you need to figure out：Which media you should advertise through Which media will reach your intended audience — your market So，you do research，trying to determine which media will reach the most potential customers for the lowest cost.For instance，if you have a product，that we’ll say teachers would like，then teachers are your market.So you ask yourself：What magazines do the majority of teachers read/ What TV programs do teachers watch/ Do teachers listen to much radio/ At what times of the day/ Say，now your research turns up two magazines that teachers read.And it also shows that the majority of teachers-say ages twenty to thirty-read the magazine about classroom activities.While most teachers older than that read the other magazine，the one about，oh，let’s say —“Educational Psychology”.You think your product will appeal most to teachers ages twenty to thirty，so you decide to put your advertisement in their favorite magazine，the one about classroom activities.You don’t waste money advertising in the “Educational Psychology”magazine，you know the one that the younger teachers generally don’t read.And since you’re reaching the majority of teachers in your target age group，you’re probably spending your money well，which brings us to the third M—Money.
16.What is the main topic of the talk？
A.how to analyze various types of advertising
B.how to develop products that people will like
C.howtouseadvertisingsuccessfully
D.how to satisfy customer demands
17.According to the professor，what might be the result of NOT having a good advertising plan？
A.delays in the introduction of new products
B.thelossofcustomers
C.too much attention focused on one product
D.the necessary spending of money
18.Why does the professor talk about teachers？
A.to emphasize the advantages of marketing products to specific groups of people
B.toillustratehowtoselectthemostappropriatemediaforadvertisingaproduct
C.to prove that it is not necessary to spend money on advertisements
D.to show how a poorly communicated message can ruin a business
19.What will the professor probably discuss next？
A.Howtospendmoneyonadvertisingwisely.
B.The differences between TV and radio advertising.
C.How to create an attractive advertising.
D.How audience decode messages conveyed by advertising.
【解析】第一题正确答案是C。开篇点题，如何成功吸引消费者对产品的注意力。第二题是细节题，正确答案是B。一个条件句引出，如果没有成功的措施，就会浪费资金并流失客户。第三题正确答案是B。做调研是为了决定使用哪种媒体宣传最省钱，效果最好。这是典型的观点+例子，例子用于说明观点。第四题是推断题，从讲座最后一句可以推断，教授即将讨论第三个M，即广告费用。所以正确答案为A。
Now listen to the following recording and answer questions 20 to 22.
In 2012 Nick Clegg，the Liberal Democrat leader，explained in a short film why he had broken a promise to vote against raising university tuition fees.I shouldn’t have committed to a policy that was so expensive when there’s no money around，he said.Mr.Clegg has now lost even that excuse.
It appears that the new student loans scheme could in fact cost the government more than the old one.Yet that does not mean that Mr.Clegg’s U-turn was a mistake.
When the coalition government raised fees paid by students in England（Scotland and Wales have their own policies） from around 3，300 to 9，000 a year，the idea was to boost universities’ incomes while cutting the amount of taxpayer cash spent on undergraduate teaching.State-backed student loans，repayable only when graduates begin earning，were extended to cover the cost of the higher fees.This，it was thought，would stoke competition in higher education while also helping to reduce the deficit.The system can save the government money only if students do indeed repay their loans.
Under the rules，graduates repay 9% of any income they earn over ￡ 21，000.Meanwhile，debt accumulates interest at the rate of inflation plus up to 3% .If they are not fully repaid，loans are written off after 30 years.（Student debts incurred before 2012 are forgiven after 25 years — but fees，interest rates and the repayment threshold are all lower，too.） One consequence of increasing tuition fees is that a far smaller proportion of students will repay their debt in full under the new system than under the old one.
And recently，as the salaries of new graduates have stagnated，the forecasts have become even less optimistic.According to analysis by the Institute for Fiscal Studies （IFS），a think-tank，73% of graduates will not repay their loans in full.The government now expects to recover just 55% of its costs，against an estimate of 72% in 2010.Yet in other ways the loan system is working impressively.With the worrying exception of part-timers，few students have been deterred from applying to university.Last year the proportion of 18- and 19-year-olds entering was the highest ever.Between 2011 and 2013 the number of students who had been entitled to free school meals entering the most academically demanding universities jumped by 39% .
The IFS analysis also shows that the new system is remarkably progressive—those students who go on to earn the largest salaries pay back the most.Better，universities do appear to be getting more competitive as a result.Sir Steve Smith，vice-chancellor of Exeter University，says that since fees were increased，students have become savvier insisting that academics actually mark their essays within a few weeks，for instance.
20.In England，how much fee paid by students a year has been raised by the coalition government？
A.￡ 3，300 B.￡ 5，700 C.￡ 9，000 D.￡ 21，000
21.According to the new students’ loan system，what will happen if students do not pay off loans after 30 years？
A.Accumulated interest will be added to debts at the rate of inflation.
B.Thoseloanswillbeforgiven.
C.Those students will be fired by companies.
D.Those students need to sign contracts with schools again.
22.What is Sir Steve Smith’s attitude towards the new loan system？
A.negative B.positive C.indifferent D.not clear
【解析】第一题是细节题，答案是B。需要通过听到的数字计算出结果，联合政府提出由英格兰学生支付的费用由每年约3300上调到9000英镑，即费用增长了5700英镑。第二题的答案是B。学生的债务如果30年后没有全额偿还，则会一笔勾销，be written off的意思是表示（从账目上）勾销。第三题是态度推断题，答案是B，史蒂夫·史密斯爵士说，由于费用增加，学生变得更加精明了。
Now listen to the following recording and answer questions 23 to 25.
Now let’s take a look at some ways in which we can increase the levels of our own emotional intelligence so that employers will be fighting over us！
The first step is to label our own feelings rather than labeling situations or other people.We should say things like“I feel angry”instead of“This is a ridiculous situation”.Secondly，it is very important to know the difference between a thought and a feeling.In terms of language we express thoughts by saying“I feel like”or“I feel as if”but for feelings we say“I feel”and then a feeling word，an adjective-happy，angry，frustrated.Next-and this is a crucial point-we should take more responsibility for our feelings.Instead of saying“You are making me jealous”we ought to say“I feel jealous”.After this we need to learn how to use our feelings to help us make decisions.Ask yourselves“How will I feel if I do this/”or“How will I feel if I don’t/”Another important issue here is respect.We have to respect the feelings of others.We should ask ourselves questions like“How will this person feel if I do this/”And of course it isn’t enough to just respect the feelings of others.We have to show others that we care.We do this through empathy and understanding.And we should accept people’s feelings.They are just as valid as our own.Then we come to energy.We need to turn anger into energy and use it to take action-productive action，that is.Finally，after getting used to understanding and analyzing our emotions，we should practice getting a positive value from them.Ask yourselves“How do I feel and what could help me feel better/”and don’t forget those around you-“How do you feel/”and“What would help you feel better?”
To sum up I am going to leave you with two pieces of advice.Don’t criticize，advise，control or lecture others.Just listen with empathy and in a non-judgmental way.And what about people who invalidate you Easy-avoid them.And when it isn’t possible to avoid them altogether，try to spend less time with them and don’t let them get to you.Follow this advice and I am sure that you will soon increase your EQ level.You will feel happier and more positive and hopefully this will rub off on those around you.
23.How many ways are mentioned in this lecture to increase the levels of emotional intelligence？
A.five B.six C.seven D.eight
24.Which is the crucial point to increase the levels of emotional intelligence？
A.to label our own feelings
B.to know the difference between a thought and a feeling
C.totakemoreresponsibilityforourfeelings
D.to use our feelings to help us make decisions
25.According to the speaker，what should we do when people invalidate us？
A.spend more time with them B.make friends with them
C.quarrel with them D.avoidthem
【解析】第一题答案是D。细节推算题，需要仔细听文中所提到的多个提高情商的方法，然后得出计算结果。第二题是细节题。答案是C。文中提到这是至关重要的一点，我们应该对我们的感觉承担更多的责任。第三题也是细节题，答案是D。文中说到要是有人贬损你就应该避开。