问题 填空题

Some consumer researchers distinguish_____(1) "rational" motives and "emotional" (or "non-rational") motives. They use the term "rationality"_____(2) the traditional economic sense that assumes_____(3) consumers behave rationally when they carefully consider all alternatives_____(4) choose those that give them the greatest utility (i.e., satisfaction). _____(5) a marketing context, the term "rationality" implies that the consumer selects goods based_____(6) totally objective criteria, such_____(7) size, weight, price, and so on. "Emotional" motives imply the selection of goods____(8) to personal or subjective criteria — the desire_____(9) individuality, pride, fear, affection or status.The assumption underlying this distinction is____(10) subjective or emotional criteria do not maximize utility or satisfaction. _____ (11), it is reasonable to assume that consumers always attempt to select alternatives that, ____(12) their view, serve to maximize satisfaction. Obviously, the assessment of satisfaction is a very personal process, based_____(13) the individual’’s own needs as_____(14) as on past behavioral, social, and learning experiences. What may appear_____(15) irrational to an outside observer may be perfectly rational ______(16) the context of the consumer’’s own psychological field. For example, a product purchased to enhance one’’s self-image (such as a fragrance) is a perfectly rational form of consumer behavior. ____(17) behavior did not appear rational to the person who undertakes it_____ (18) the time that it is undertaken, obviously he or she would not do it._____(19) the distinction between rational and emotional motives does not appear to be warranted.Some researchers go so far_____(20) to suggest that emphasis_____ (21) "needs" obscures the rational, or conscious, nature of most consumer motivation. They claim that con sumers act consciously____(22) maximize their gains and minimize their losses; that they act not____(23) subconscious drives but from rational preferences,____(24) what they perceive to be_____(25) their own best interests.

答案

参考答案:习惯搭配。desire for对……的渴望。

问答题
阅读理解

阅读理解。

     The pupils of the remote Beau-Roc primary school in Haiti are chanting.One of them plays a guitar

made from an empty oil tin.Their headmistress, Emile Jean-Noel, is one of the few women school

headteachers in the country.

     Today, over 70% of Haitian population live without proper food, water, schools, or housing. To

reduce the hunger that prevents learning and to encourage parents to send their children to school, meals

are provided by the World Food Programme.

     "We are so cut off that we have many difficulties," comments Emile, adding that finding chalk, school

books and other materials is practically impossible.Emile tries to encourage people around her to make use

of available resources.Her efforts are bearing fruit.One of her successes was convincing local women to

contribute to their children' s schooling and increase their income by selling embroidery( 刺绣) and other

handicrafts.

     Recent political instability has meant that the country has not invested (投资) in education for ten

years.Only 44% of children go to school and less than half of them finish primary school. Less than a

third of these children go on to secondary school.In rural areas it is not rare to find 17 and 18 year olds

in primary school- Beau-Roc has only 4 teachers for 260 pupils.Emile works constantly to improve her

pupils' environment.Under her direction, a local worker is now constructing a store house for the food

delivered regularly by the WFP.

      Not only is Emile' s salary small, but she receives it irregularly.For her, transport is a real headache.

She lives five kilometers away and has to take the tap tap, a privately-owned bus, costing more than she

can afford.

     "The decision to be a rural teacher in Haiti should not be taken lightly", Emile comments. "With all the

sacrifices and risks it requires, only those who are really cut out for teaching should do it." However,

Emile loves her job. "I always feel at home with the children and, because the parents understand what I'm

doing, I try to give my best."

1. Which of the following is extremely difficult for Beau-Roc primary school?

A. Teaching the women how to make embroidery and other handicrafts.

B. Persuading local women to care about their children' s education.

C. Encouraging people around to use those available resources.

D. Finding chalk, school books and other materials.

2. The many figures in Paragraph 4 indicate _____.

A. poor investment in Haitian education

B. political instability in Haiti

C. challenges in Emile' s life

D. Emile' s constant efforts

3. In the last paragraph, "those who are really cut out for teaching" refer to people who are _____.

A. dismissed from teaching

B. unfamiliar with teaching

C. qualified for teaching

D. cautious about teaching

4. What topic is presented in this passage?

A. Hardship for teachers.

B. Devotion to education.

C. Politics and children.

D. Love and beauty.