考研英语一阅读历年真题

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考研英语一阅读历年真题

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考研英语一阅读历年真题1

Text 3

The rough guide to marketing success used to be that you got what

you paid for. No longer. While traditional “paid” media – such as

television commercials and print advertisements – still play a major role，

companies today can exploit many alternative forms of media.

Consumers passionate about a product may create “owned” media by

sending e-mail alerts about products and sales to customers registered

with its Web site. The way consumers now approach the broad range of

factors beyond conventional paid media.

Paid and owned media are controlled by marketers promoting their

own products. For earned media ， such marketers act as the initiator for

users‘ responses. But in some cases， one marketer’s owned media

become another marketer‘s paid media – for instance， when an

e-commerce retailer sells ad space on its Web site. We define such sold

media as owned media whose traffic is so strong that other organizations

place their content or e-commerce engines within that environment. This

trend ，which we believe is still in its infancy， effectively began with

retailers and travel providers such as airlines and hotels and will no doubt

go further. Johnson Johnson， for example， has created BabyCenter，

a stand-alone media property that promotes complementary and even

competitive products. Besides generating income， the presence of other

marketers makes the site seem objective， gives companies opportunities

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to learn valuable information about the appeal of other companies’

marketing， and may help expand user traffic for all companies

concerned.

The same dramatic technological changes that have provided

marketers with more (and more diverse) communications choices have

also increased the risk that passionate consumers will voice their opinions

in quicker， more visible， and much more damaging ways. Such

hijacked media are the opposite of earned media： an asset or campaign

becomes hostage to consumers， other stakeholders， or activists who

make negative allegations about a brand or product. Members of social

networks， for instance， are learning that they can hijack media to apply

pressure on the businesses that originally created them.

If that happens， passionate consumers would try to persuade others

to boycott products， putting the reputation of the target company at risk.

In such a case， the company‘s response may not be sufficiently quick or

thoughtful， and the learning curve has been steep. Toyota Motor， for

example， alleviated some of the damage from its recall crisis earlier this

year with a relatively quick and well-orchestrated social-media response

campaign， which included efforts to engage with consumers directly on

sites such as Twitter and the social-news site Digg.

ers may create “earned” media when they are

[A] obscssed with online shopping at certain Web sites.

[B] inspired by product-promoting e-mails sent to them.

[C] eager to help their friends promote quality products.

[D] enthusiastic about recommending their favorite products.

32. According to Paragraph 2，sold media feature

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[A] a safe business environment.

[B] random competition.

[C] strong user traffic.

[D] flexibility in organization.

33. The author indicates in Paragraph 3 that earned media

[A] invite constant conflicts with passionate consumers.

[B] can be used to produce negative effects in marketing.

[C] may be responsible for fiercer competition.

[D] deserve all the negative comments about them.

34. Toyota Motor‘s experience is cited as an example of

[A] responding effectively to hijacked media.

[B] persuading customers into boycotting products.

[C] cooperating with supportive consumers.

[D] taking advantage of hijacked media.

35. Which of the following is the text mainly about ?

[A] Alternatives to conventional paid media.

[B] Conflict between hijacked and earned media.

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[C] Dominance of hijacked media.

[D] Popularity of owned media.

考研英语一阅读历年真题2

Text 3

The journal Science is adding an extra source at Peer-review process,

editor-in-chief Marcia McNott announced today. The Follows similar

efforts from other journals, after widespread concern that Mistakes in

data analysis are contributing to the Published research findings.

Readers must have confidence in the conclusions published in our

journal,writes McNutt in an editorial. Working with the American

Statistical Association, the Journal has appointed seven experts to a

statistics board of reviewing Manuscript will be flagged up for additional

scrutiny by the Journals editors, or by its existing Board of Reviewing

Editors or by outside peer The SBoRE panel will then find external

statisticians to review these

Asked whether any particular papers had impelled the change,

McNutt said,The creation of thestatistics boardwas motivated by concerns

broadly with the application of statistics and data analysis in scientific

research and is part of Sciences overall drive to increase reproducibility

in the research we publish.

Giovanni Parmigiani，a biostatistician at the Harvard School of

Public Health, a member of the SBoRE group, says he expects the board

to play primarily on advisory role. He agreed to join because he found the

foresight behind the establishment of the SBoRE to be novel, unique and

likely to have a lasting impact. This impact will not only be through the

publications in Science itself, but hopefully through a larger group of

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publishing places that may want to model their approach after Science.

John Ioannidis, a physician who studies research methodology, says

that the policy is a most welcome step forwardand long overdue,Most

journals are weak in statistical review，and this damages the quality of

what they publish. I think that, for the majority of scientific papers

nowadays, statistical review is more essential than expert review,he says.

But he noted that biomedical journals such as Annals of Internal

Medicine, the Journal of the American Medical Association and The

Lancet pay strong attention to statistical review.

Professional scientists are expected to know how to analyze data, but

statistical errors are alarmingly common in published research，according

to David Vaux，a cell biologist. Researchers should improve their

standards, he wrote in 2022，but journals should also take a tougher line，

engaging reviewers who are statistically literate and editors who can

verify the says that Sciences idea to pass some papers to

statisticians has some merit，but a weakness is that it relies on the board

of reviewing editors to identifythe papers that need scrutinyin the first

place.

31. It can be learned from Paragraph I that

[A] Science intends to simplify its peer-review process.

[B]journals are strengthening their statistical checks.

[C]few journals are blamed for mistakes in data analysis.

[D]lack of data analysis is common in research projects.

32. The phrase flagged up (Para.2)is the closest in meaning to

[A]found.

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[B]revised.

[C]marked

[D]stored

33. Giovanni Parmigiani believes that the establishment of the

SBoRE may

[A]pose a threat to all its peers

[B]meet with strong opposition

[C]increase Sciences circulation.

[D]set an example for other journals

34. David Vaux holds that what Science is doing now

A. adds to researchers worklosd.

B. diminishes the role of reviewers.

C. has room for further improvement.

D. is to fail in the foreseeable future.

35. Which of the following is the best title of the text?

A. Science Joins Push to Screen Statistics in Papers

B. Professional Statisticians Deserve More Respect

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C. Data Analysis Finds Its Way onto Editors Desks

D. Statisticians Are Coming Back with Science

考研英语一阅读历年真题3

Text 3

Any fair-minded assessment of the dangers of the deal between

Britains National Health Service (NHS) and DeepMind must start by

acknowledging that both sides mean well. DeepMind is one of the leading

artificial intelligence (AI) companies in the world. The potential of this

work applied to healthcare is very great, but it could also lead to further

concentration of power in the tech giants. It Is against that background

that the information commissioner, Elizabeth Denham, has issued her

damning verdict against the Royal Free hospital trust under the NHS,

which handed over to DeepMind the records of 1.6 million patients In

2022 on the basis of a vague agreement which took far too little account

of the patients rights and their expectations of privacy.

DeepMind has almost apologized. The NHS trust has mended its

ways. Further arrangements- and there may be many-between the NHS

and DeepMind will be carefully scrutinised to ensure that all necessary

permissions have been asked of patients and all unnecessary data has

been cleaned. There are lessons about informed patient consent to learn.

But privacy is not the only angle in this case and not even the most

important. Ms Denham chose to concentrate the blame on the NHS trust,

since under existing law it “controlled” the data and DeepMind merely

“processed it. But this distinction misses the point that it is processing

and aggregation, not the mere possession of bits, that gives the data value.

The great question is who should benefit from the analysis of all the

data that our lives now generate. Privacy law builds on the concept of

damage to an individual from identifiable knowledge about them. That

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