问题 单项选择题

Questions 26~30


Extract 1


Simply put, a newspaper editorial is an article that expresses an opinion. While this single sentence may not seem to do justice to defining what an editorial is, think about this brief definition. What other types of article express this defining characteristic What other articles actively promote the expression of an opinion Reviewers may include factual information, so their personal opinions do not totally dominate a review, and news reporters attempt to give "just the facts" about a situation. Editorials are one of the few types of articles that celebrate the expression of opinion; they are wholly centred on the opinion being presented by the writer and the debate and discussion that the opinion incites.
That said, an editorial writer often attempts to the best of his or her own ability to defend the opinion that is being presented against potential counterarguments—a good editorial does not appear in a vacuum; this defence employs argument, logic, and other appeals to readers in an attempt to achieve a desired effect. The purpose of any given editorial is entirely directed by its writer. Most often, however, editorial writers seek to prove the validity of an opinion through argument, point out something that has been ignored, or simply create discussion about a topic. In sum, most editorials will inevitably involve the defence of an opinion in the hopes of advancing some goal that the writer has in mind.

Extract 2


If you want to become a music journalist, there are several starting points. One is to have a good knowledge of the greats, because when you write you have to put today’s music into context. It isn’t enough simply to be familiar with the music of the last five years. Another way is to specialize in a particular type of music, such as folk, country or techno. And the third starting point is to be a musician. This opens doors to the magazines targeted specifically at musicians rather than a more general readership. There may be opportunities if you don’t fit any of those three categories, but it’s a competitive marketplace so it’s important that in some way you meet the sometimes quite specific needs of the music magazines.
Staff jobs do get advertised from time to time, but your best approach might be to work freelance. This way you can do non-music writing as well, if necessary, to add to your income, and equally importantly, you’ll have greater creative freedom by writing for different music magazines. In general they make sure they meet their readers’ very specific expectations, and so you may find writing just for one is limiting.

Extract 3


This book was published before under a different title and the material has been reissued in the A Very Short Introduction... series of titles which aim to give readers a brief, colourful insight into a subject and ignite a passion for further learning and discovery. The series is an alternative to the Introducing... series of yesteryear, which briefly introduced readers to people, topics and ideas. Journalism: A Very Short Introduction suffers where the Introducing... titles excelled. Humour was used by the Introducing... series to great effect to draw the reader in and make the subject covered that much more interesting. So much rests on how a subject is taught, and being likened to a textbook, which is a real risk in the present case, would be the kiss of death for a title such as this.

According to the second paragraph of Extract 1, editorial writers are likely to ______.

A. explain the circumstances in which they could change their opinion
B. claim to have opinions that they do not really hold
C. take other people’s opinions into account
D. summarize other writers’ opinions on the same topic

答案

参考答案:C

多项选择题 案例分析题

1997年,空调行业厂商关系的内在矛盾十分突出。经销商低价销售、价格倒挂、冲击别处市场的现象层出不穷。为此,格力公司实行了条形码制度,限定区域,不允许跨区销售,控制产品流向,对违规冲货者给予停货、处罚等制裁;但这并不能有效制止经销商向别处冲货的行为,使得厂家对产品价格的控制被大大削弱,加上各个一级经销商之间相互争斗,不仅各商家大伤元气,也破坏市场秩序,对厂家的信誉产生严重的不良影响。正是在这种背景下,格力区域性销售公司诞生了。湖北武汉地处中原,四通八达,最容易冲击全国市场。在这儿,格力有四个经销大户“航天”、“中南航运”、“国防科工委”和“省五金”,他们都是国有企业,每家销售格力的销售额都超过l亿元。1996年空调市场竞争白热化,加上凉夏低价促销,四家都没赚到多少钱。1997年虽然没有凉夏为难经销商,而经销商之间的争斗却令“航天”濒于倒闭;“国防科工委”也面临危机。相比之下,另外两家好一点,但两年的价格大战已令它们元气大伤,若再斗下去,只能是死路一条。面对如此窘境,厂家最简单的办法就是废旧立新。但是,中国的市场很特殊,商家的信誉程度、销售力量都不是制造商能准确把握的。而且一下更换几个大的经销商,必然会引起震动,对格力而言未必是件好事。此时,格力产生这样一个想法:与其控不住价格令厂家、商家和消费者三方都受冲击,不如将三者利益维系在一起;由格力控股,各商家联合共同组成销售公司。在与四家经销商协商后,1997年11月28日,第一家格力股份制销售公司湖北格力销售公司成立了,四家经销商各出资160万元,格力出资200万元控股。公司成立之初的情形并不令人乐观。四家经销商同时还经营其他品牌,抢占格力的市场份额。而内部的运作呢,五个独立的主体合而为一需要一个磨合的过程,几位老总原来都是一把手,突然多了个人对自己指手划脚很不习惯,而相互间的适应和协调也不是朝夕就能实现的。但销售公司的成效还是不错的,1998年湖北格力销售公司格力空调的销售额达到了5.1亿元,而且全部销在湖北,没有一台外流,各家分到的红利都超过了本钱。随后,在河南、重庆、四川、湖南等地相继成立了格力销售公司,到1999年格力区域性销售公司已达到11家。格力的销售公司最重要的作用是管理、控价,有点类似于管理机构,它使得商家和厂家之间不需要去玩各种各样的营销花招;它赚取合理的利润,它要求商家用服务来占领市场;不投机取巧,不牟取暴利。在这些地方格力不仅稳定了产品价格,维护了品牌形象,同时也稳定地提高了产品的市场份额。

对于金属膜电阻在90年代所处的市场状况,企业应该采取的营销策略是()。

A.调整市场

B.调整产品

C.放弃策略

D.收缩策略

单项选择题