泛读试题库文件.docVIP

Direction: Give correct orders for each of the following underlined sentences or paragraphs. Passage 1 The most overused word in marketing these days is“brand”. Every company claims that its advertising is all about brand-building, but few companies actually succeed. (1)The ads helped cement the idea that in the world of e-business, IBM is the place to go for answers. (2)In 1997, IBM coined a word and created a concept larger than Marlboro Country or McDonadland: the world of “ebusiness”. (3)Since 1994, when it fired its 40 ad agencies worldwide and consolidated its account at Ogilvy Mather, Big Blue has consistently let the world know that it is the company with the solution for any and all technology problems. (4) Since then, IBM has released a string of cleverly amusing commercial advertisements that focus on issues for business people. (5)A prominent exception is IBM, International Business Machines. One of the keys to the ads’ success is IBM’s ability to identify real technology issues without carelessly rejecting them. ?The campaign is like the ‘Dilbert’ of advertising , ”says Maureen McGuire , vice president of worldwide marketing communications. “We try to explain complex things by bringing them down to a level where people can understand. We think people appreciate the humor, but we want it to be smart. Our brand is about intelligence. ”Perhaps the most intelligent thing IBM did was popularize the term e-business. By being first with the concept, IBM took ownership of this field. McGuire says that IBM’s research shows that consumers overwhelmingly associate the company with e-business. Nike succeeded not by selling sneakers but by standing for sports and fitness. Disney has succeeded by standing for family values and entertainment. IBM has succeeded because it no longer sells computers—it sells solutions. Passage 2 (1)In most of these, teams are required to manage an organization or practice skills which they will need in their day- to-day working life