Question

In the Fake News Era, Building Trust with Consumers Is Crucial

With consumers growing increasingly frustrated with online advertising and privacy concerns, how to you convince shoppers to buy your narrative（叙述）, let alone your product?

A recent report by Trust-Radius, a software review company that connects buyers and vendors（供应商）, may be able to shed some light. Among other interesting findings, it turns out that it may actually benefit brands to be painfully _____ about their products.

Consumer awareness of influencer marketing tactics（策略）is increasing. _____  according to the report, most consumers trust online peer _____ as much as recommendations from friends -- and well above company advertising message. Feedback from everyday folks, it seems, actually carries more _____ than a brand ambassador （大使）from an out-of-reach personality.

Transparency（透明度）is crucial The report found that there is a large trust _____ between vendors and buyers. While vendors believe they are transparent, most buyers don’t appear to see it. During the sales process, for example, 85 percent of vendors -- _____ to be open about their product’s limitations during the sales process -- but  only 36 percent of buyers share that same view. The reality is, consumers don’t expect any products to be _____ -- they just want to enter relationships with their eyes wide open so that they can _____ the options that are best for  them. They also want brands to be more _____. 66 percent of consumers say they will leave a company if they feel they are being treated like a number and not an individual.

Along with the combination of take news, advertising fraud, and data leaks, there have been fake reviews as well. Review sites have been _____ giving preferential（优惠的）treatment to paid advertisers, and consumers are increasingly discerning（有辨别力的）, as a result. _____, review sites are not our only source of peer reviews, with social media providing customer experiences on a second - to - second basis. When brands treat every _____ with a customer as a potential review, they’ll start paying more attention to detail, and being alert to delivering a valued and memorable experience every time. Taking feedback seriously also lets current customers feel valued and respected and makes your business seem more approachable. This helps secure _____, and often, these customers  will become brand ambassadors to their friends, family and people they meet online.

The challenge for brands today is determining how to use the _____ of the consumer to their advantage. In an age of cutting - edge technology, artificial intelligence, and self-service customer care, it’s odd to acknowledge that the best way to build trust with your customers is by holding an open _____ with your customers. Being more human, transparent, and listening to what people are saying will see your company thrive in an era marked by consumer suspicion.

1.A.nervous B.honest C.careful D.particular

2.A.Instead B.Otherwise C.Moreover D.However

3.A.reviews B.reactions C.experiences D.instructions

4.A.weight B.risks C.warnings D.burdens

5.A.relationship B.influence C.gap D.extension

6.A.refuse B.hesitate C.desire D.claim

7.A.advanced B.perfect C.remarkable D.unique

8.A.consider B.offer C.select D.exercise

9.A.efficient B.profitable C.human D.responsible

10.A.associated with B.mistaken by C.praised as D.criticized for

11.A.On the contrary B.In fact C.By contrast D.In a word

12.A.cooperation B.complaint C.interaction D.appointment

13.A.safety B.loyalty C.convenience D.employment

14.A.money B.choice C.habit D.voice

15.A.dialogue B.debate C.competition D.contract

Answer

1.B

2.C

3.A

4.A

5.C

6.D

7.B

8.C

9.C

10.D

11.B

12.C

13.B

14.D

15.A

【解析】

本文是一篇说明文，介绍了在到处充斥着虚假新闻的时代，卖家与消费者建立信任至关重要，最佳方式是与消费者进行公开对话。

1.考查形容词词义辨析。句意：事实证明，对自己的产品保持诚实是令人痛苦的，这实际上可能会使你的品牌受益。A. nervous紧张的；B. honest诚实的；C. careful仔细的；D. particular挑剔的。上文提到随着消费者对网络广告和隐私问题越来越失望，该如何说服消费者购买你的产品呢？再结合下文的介绍可知，对自己的产品保持诚实会让你的品牌受益，故B项正确。

2.考查副词词义辨析。句意：此外，根据该报告，大多数消费者对在线同行评议和朋友推荐的信任远高于公司的广告信息。A. Instead相反；B. Otherwise否则；C. Moreover此外；D. However然而。空前说消费者对影响者营销策略的认知正在提高，此处对前面进行补充说明，与之是并列关系，用moreover引出需要补充的内容，故C项正确。

3.考查名词词义辨析。句意同上。A. reviews评论、评议；B. reactions反应； C. experiences经历；D. instructions指示。根据空后的“as much as recommendations from friends”可知此处指“同行评议”，故A项正确。

4.考查名词词义辨析。句意：看起来，来自普通人的反馈实际上比一个难以企及的品牌大使更有分量。A. weight重量、重要性；B. risks风险；C. warnings警告；D. burdens负担。上文说大多数消费者对在线同行评议和朋友推荐的信任远高于公司的广告信息，因此普通人的反馈似乎比一个品牌大使更有分量，故A项正确。

5.考查名词词义辨析。句意：报告发现，供应商和买家之间存在很大的信任鸿沟。A. relationship关系；B. influence影响；C. gap间隙、缺口；D. extension延伸。空后说虽然供应商认为他们是透明的，但大多数买家并没有看到，这说明供应商和买家之间存在很大的信任鸿沟，故C项正确。

6.考查动词词义辨析。句意：虽然供应商认为他们是透明的，但大多数买家似乎看不到。例如，在销售过程中，85%的供应商——声称在销售过程中对产品的局限性持开放态度——但只有36%的买家持同样的观点。A. refuse拒绝； B. hesitate犹豫；C. desire渴望；D. claim声称。

供应商认为自己是透明的，自然会声称在销售过程中对产品的局限性持开放态度，故D项正确。

7.考查形容词词义辨析。句意：事实是，消费者并不期望任何产品都是完美的——他们只想在购买产品时睁大眼睛，这样他们就可以选择最适合自己的产品。A. advanced先进的；B. perfect完美的；C. remarkable值得注意的；D. unique独一无二的。根据空后的“-- they just want to enter relationships with their eyes wide open so that they can ___8___ the options that are best for them.”可知，消费者并不期望任何产品都是完美的，他们只是想选择最适合自己的产品，故B项正确。

8.考查动词词义辨析。句意同上。A. consider考虑；B. offer提供；C. select 选择；D. exercise练习。消费者在购物时睁大眼睛自然是为了挑选出最适合自己的产品，故C项正确。

9.考查形容词词义辨析。句意：他们也希望品牌更人性化。A. efficient有效率的；B. profitable有利可图的；C. human人性化；D. responsible负责的。空后说66%的消费者表示如果他们觉得自己被当作一个数字而不是个人对待，他们就会离开这个品牌公司，这说明他们希望品牌更加人性化，故C项正确。

10.考查动词短语辨析。句意：评论网站因给予付费广告商优惠待遇而受到批评，消费者的辨别能力也越来越强。A. be associated with和……联系在一起；B. be mistaken by被误认为；C. be praised as被誉为；D. be criticized for因……而受批评。根据空后的“giving preferential（优惠的）treatment to paid advertisers”可知，评论网站因给予付费广告商优惠待遇而受到消费者的批评，故D项正确。

11.考查介词短语辨析。句意：事实上，评论网站并不是我们同行评论的唯一渠道。A. On the contrary相反地；B. In fact事实上；C. By contrast相比之下；D. In a word简言之。空后说社交媒体为客户提供实时的体验， 因此事实上，评论网站并不是我们获得同行评议的唯一渠道，故B项正确。

12.考查名词词义辨析。句意：当品牌将与顾客的每一次互动都视为潜在的评价时，他们就会开始更加关注细节，并时刻注意提供有价值且令人难忘的体验。A. cooperation合作；B. complaint抱怨；C. interaction互动；D. appointment约定。根据空后的“with a customer as a potential review”可知，此处是说把与顾客的每一次互动都当作一个潜在的评价，故C项正确。

13.考查名词词义辨析。句意：这有助于确保客户的忠实度，而且这些客户通常会成为他们的朋友、家人和他们在网上认识的人的品牌大使。A. safety安全性；B. loyalty忠实、忠诚；C. convenience便利；D. employment职业。认真对待反馈还可以让当前的客户感到受到重视和尊重，并使你的业务看起来更加平易近人，其结果自然是有助于确保客户对品牌的忠实度，故B项正确。

14.考查名词词义辨析。句意：如今，各大品牌面临的挑战是，如何利用消费者的声音为自己服务。A. money金钱；B. choice选择；C. habit习惯；D. voice声音。根据上文内容可知，在社交媒体时代，普通人的反馈比品牌大使更有分量，因此如何利用消费者的声音为自己服务是当下各大品牌面临的一大挑战，故D项正确。

15.考查名词词义辨析。句意：在这个技术前沿、人工智能和自助服务客户的时代，承认与客户建立信任的最佳方式是与客户进行公开对话是很奇怪的。A. dialogue对话；B. debate辩论；C. competition竞争；D. contract联系。空后说更有人情味、更透明、更愿意倾听别人的意见，将会让你的公司在一个消费者怀疑的时代蓬勃发展，因此此处指“与客户进行公开对话”，故A项正确。