In the 1880s, people drank John Pemberton’s tonic to cure headaches. It wasn’t a very popular drink, and he sold only about a dozen drinks a day. That’s why Pemberton was willing to sell the rights to his medicinal drink. The buyer, Asa Griggs Candler, paid just $ 2,300 for the rights to Coca-Cola. Today, Coca-Cola (or Coke) is worth billions of dollars. It controls 50 percent of the world market in soft drinks.
How did Coca-Cola become so popular? One answer is that Asa Candler was a very clever businessman. He was one of the first people to use mass marketing. How did he do this? First, he made his product unique. When he bought the rights to Coca-Cola, it came in ordinary bottles. It looked like every other drink on the market. To make Coca-Cola look different, Candler modernized the bottles. He also made an eye-catching logo for his products. When other companies tried to imitate Coca-Cola’s name, Candler took them to court.
In addition to the unique bottle and logo, Candler spent a lot of time and money advertising his product. He used advertising to make a powerful image of Coca-Cola in the minds of his customers. He gave away free bottles of Coke. He put the name of his drink on pencils, trays, Japanese fans, matches, and many other things. Then he gave the things to people for free. He advertised Coca-Cola in the newspaper and painted the words “Drink Coca-Cola” on the sides of buildings and barns. By 1902, Coca-Cola was the best known product in the United States.
Candler was also able to make memorable advertisements. They often had catchy slogans such as “The Pause That Refreshes.” He also used famous athletes to advertise his product. They helped people to think of Coca-Cola as a delicious drink for everyone.
Today, businesses all over the world use mass marketing, but the makers of Coke were the first.
1.Candler bought the rights to Coca-Cola from _______.
A. the inventor of a medicinal drink B. a well-known businessman
C. a doctor D. a carpenter
2. The underlined sentence in paragraph 2 implies that __________.
A. he invited people from other companies to attend a court ball
B. he shared Coca-Cola’s name with other companies after they went back from the court
C. he played basketball with people from other companies on the basketball court
D. he took legal action to those who wanted to copy Coca-Cola’s name
3. Candler used slogans to advertise his product. Slogans are _______.
A. popular music B. free products C. memorable phrases D. simple things
4. By using mass marketing, Asa tried many ways EXCEPT _______.
A. making Coca-Cola look different
B. paying $ 2,300 for the rights to Coca-Cola
C. advertising Coca-Cola a powerful image in the minds of the customers
D. using famous athletes to advertise his product
5.The passage is mainly to _______.
A. explain that it is easy to use mass marketing
B. advice people to spend a lot of money and time on mass marketing
C. tell how Asa changes Coca-Cola into a worldwide business by using mass marketing
D. describe different ways of using mass marketing
Americans use many expressions with the word “dog”. People in the United States love their dogs and treat them well. They take their dogs for walks, let them play outside and give them good food and medical care. However, dogs without owners to care for lead a different kind of life. The expression “to lead a dog’s life” describes a person who has an unhappy existence.
Some people say we live in a dog-eat-dog world. That means many people are competing for the same things, like good jobs. They say that to be successful, a person has to work like a dog. This means they have to work very, very hard. Such hard work can make people dog-tired. And, the situation would be even worse if they became sick as a dog.
Still, people say every dog has its day. This means that every person enjoys a successful period during his or her life. To be successful, people often have to learn new skills. Yet, some people say that you can never teach an old dog new tricks. They believe that older people do not like to learn new things and will not change the way they do things.
People who are unkind or uncaring can be described as meaner than a junkyard dog. Junkyard dogs live in places where people throw away things they do not want. Mean dogs are often used to guard this property. They bark or attack people who try to enter the property. However, sometimes a person who appears to be mean and threatening is really not so bad. We say his bark is worse than his bite.
Doghouse provide shelter but they can be cold and lonely in the winter. Husbands and wives use this doghouse term when they are angry at each other. For example, a woman might get angry at her husband for coming home late or forgetting their wedding anniversary. She might tell him that he is in the doghouse. However, the husband may decide that it is best to leave things alone and not create more problems. He might decide to let sleeping dogs lie.
Dog expressions also are used to describe the weather. The dog days of summer are the hottest days of the year. A rainstorm may cool the weather. But we do not want it to rain too hard. We do not want it to rain cats and dogs.
1.The passage tells us something about________.
A. dogs and their life B. the expressions that describe dogs
C. the meaning of expressions with the word “dog” D. the structures of dog expressions
2. By saying _______, we compare people to dogs in bad ways.
A. “meaner than a junkyard dog” B. “to work like a dog”
C. “teach an old dog new tricks” D. “as sick as a dog”
3.By saying ________, we mean every person enjoys a successful period in life.
A. “he lives in a dog-eat-dog world” B. “he leads a dog’s life”
C. “he is in the doghouse” D. “every dog has its day”
4. If we advise the others to leave things alone and not create more problems, we say_______.
A. “become sick as a dog” B. “rain cats and dogs”
C. “let sleeping dogs lie” D. “stay in the doghouse”
5. It has been really hot these days, as _______.
A. it rains cats and dogs B. we are having the dog days of summer
C. we’re leading a dog’s life D. we’re in the dog’s house
阅读下面短文，按照句子结构的语法性和上下文连贯的要求，在空格处填入一个适当的词或使用括号中词语的正确形式填空
We all know that exercise is 1. important part of a healthy lifestyle. You will get a better general fitness with 2. (strong) bones and muscles. It will stop you putting 3. weight and you’ll feel happy 4. you have done something good. It’s also an opportunity to meet up with friends or make new ones.
5. , not everyone likes doing exercise or playing sporting. But don’t you think it’s time to stop 6. (make) excuses and start doing something fun and healthy?
Here are some excuses young people use 7. they don’t want to exercise: “None of my friends or family does it.” “It’s a boy thing.” “It’s sweaty.” “I don’t want muscles.” “I’m overweight.” “I don’t like joining teams.” “I’d rather play with the computer.”
“It’s not cool.” Try 8. (tell) David Beckham this? All right, we can’t all reach the very top, but we can benefit 9. being fitter. People who tell you it’s not cool are usually the 10. who couldn’t run to catch a bus if their lives depended on it.
. ---- Do you know our hometown at all?
---- No, this is the first time I ____ here.
A. was B. have been C. came D. am coming
They won the game, _______ made their team leader proud of them.
A .that B. which C. it D. all this
His parents wouldn’t let him marry anyone ______ family was poor.
A. of whom B. whom C. of whose D. whose
