[单项选择]The results of the investigations on consumer psychology carried out in Great Britain ______.


A. were the same as the traditional assumptions about saving and spending patterns
B. were in agreement with those of the investigations made at the same time in America
C. proved the traditional assumptions about earning and spending are totally wrong
D. were much better than those of the investigations made at the same time in America

[单项选择]The results of the investigations on consumer psychology carded out in America were _____ those of the investigations made at the same time in Great Britain.


A. somewhat different from
B. exactly the same as
C. much better than
D. not as good as

[单项选择]The results of the investigations shows that ______.


A. consumers will spend their money quickly if they expect prices to increase
B. the pricing policy should be based on a correct understanding of consumer psychology
C. remaining stable prices is a correct business policy
D. price increase always stimulate people to hasten to buy things

[单项选择]They made detailed investigations to （） themselves with the needs of the rural market.
A. adhere
B. acknowledge
C. acquaint
D. activate

[单项选择]Spitzer goes in for his investigations in a routine that begins with______.


A. an agreement
B. a trial
C. a media storm
D. a press conference

[单项选择]A. Consumer-decided. B. Consumer-led. C. Profit-led. D. Technology-led.

[简答题]the structure of consumer spending

[单项选择]All the investigations ______ before the deadline, the staff decided to have a party as a celebration.


A. been fulfilled
B. had been fulfilled
C. were fulfilled
D. having been fulfilled

[单项选择]

C2C是指消费者（Consumer）与消费者（Consumer）之间以信息网络技术为手段，以商品交换为中心的商务活动。
根据上述定义，下列活动属于C2C的是（）

A. 某小区指出“旧物置换”服务，业主可将家中不用的物品放到门卫室，与其他业主置换
B. 大学生小李以2000元的价格在网上拍卖了自己的旧笔记本电脑，没想到买家居然是自己的同班同学小方
C. 每到毕业季，学校广场上的跳蚤市场都异常火爆，“甩卖”的学长学姐和“淘宝”的学弟学妹都各取所需，满载而归
D. 小梅逛街时在某品牌服装专卖店相中了一款风衣，便记下了衣服吊牌上的信息，回来后从该品牌的官方网站上买了一件，省了不少钱

[单项选择]According to the classification of consumer motives, ___________ should belong to the category of emotional motives.


A. color
B. durability
C. fashion
D. service

[单项选择]According to the latest report, consumer confidence（） a breathtaking 15 points last month, to its lowest level in 9 years.
A. soared
B. mutated
C. plummeted
D. fluctuated

[单项选择]When a consumer finds that his purchase has a fault in it, the first thing he should do is to ______.


A. complain personally to the manager
B. threaten to take the matter to court
C. write a firm letter of complaint to the store of purchase
D. show some written proof of the purchase to the store

[单项选择]If a consumer wants a quick settlement of his problem, it’s better to complain to ______.


A. a shop assistant
B. the store manager
C. the manufacturer
D. a public organization

[单项选择]As shown by the author, the consumer group Which uncovered that ______.

[简答题]Inside the Mind of the Consumer
Could brain-scanning technology provide an accurate way to assess the appeal of new products and the effectiveness of advertising
A Marketing people are no longer prepared to take your word for it that you favour one product over another. They want to scan your brain to see which one you really prefer. Using the tools of neuroscientists, such as electroencephalogram (EEG) mapping and functional magnetic-resonance imaging (fMRI), they are trying to learn more about the mental processes behind purchasing decisions. The resulting fusion of neuroscience and marketing is, inevitably, being called ’neuromarketing’.
B The first person to apply brain-imaging technology in this way was Gerry Zaltman of Harvard University, in the late 1990s. The idea remained in obscurity until 2001, when BrightHouse, a marketing consultancy based in Atlanta, Georgia, set up a dedicated neuromarketing arm, BrightHouse Neurostrategies Group. (BrightHouse lists Coca-Cola, Delta Airlines and Home Depot among its clients.) But the company’s name may itself simply be an example of clever marketing. BrightHouse does not scan people while showing them specific products or campaign ideas, but bases its work on the results of more general fMRI-based research into consumer preferences and decision-making carried out at Emory University in Atlanta.
C Can brain scanning really be applied to marketing The basic principle is not that different from focus groups and other traditional forms of market research. A volunteer lies in an fMRI machine and is shown images or video clips. In place of an interview or questionnaire, the subject’s response is evaluated by monitoring brain activity. fMRI provides real-time images of brain activity, in which different areas ’light up’ depending on the level of blood flow. This provides clues to the subject’s subconscious thought patterns. Neuroscientists know, for example, that the sense of self is associated with an area of the brain known as the medial prefrontal cortex. A flow of blood to that area while the subject is looking at a particular logo suggests that he or she identifies with that brand.
D At first, it seemed that only companies in Europe were prepared to admit that they used neuromarketing. Two carmakers, DaimlerChrysler in Germany and Ford’s European arm, ran pilot studies in 2003. But more recently, American companies have become more open about their use of neuromarketing. Lieberman Research Worldwide, a marketing firm based in Los Angeles, is collaborating with the California Institute of Technology (Caltech) to enable movie studios to market-test film trailers. More controversially, the New York Times recently reported that a political consultancy, FKF Research, has been studying the effectiveness of campaign commercials using neuromarketing techniques.
E Whether all this is any more than a modern-day version of phrenology, the Victorian obsession with linking lumps and bumps in the skull to personality traits, is unclear. There have been no large-scale studies, so scans of a handful of subjects may not be a reliable guide to consumer behaviour in general. Of course, focus groups and surveys are flawed too: strong personalities can steer the outcomes of focus groups, and people do not always tell opinion pollsters the truth. And even honest people cannot always explain their preferences.
F That is perhaps where neuromarketing has the most potential. Most people say they prefer the taste of Coke to Pepsi, but cannot say why. An unpublished study carried out last summer at the Baylor College of Medicine in Houston, Texas, found that most subjects preferred Pepsi in a blind tasting—fMRI scanning showed that drinking Pepsi lit up a region called the ventral putamen, which is one of the brain’s ’reward centres’, far more brightly than Coke. But when told which drink was which, most subjects said they preferred Coke, which suggests that its stronger brand outweighs Pepsi’s more pleasant taste.
G ’People form many unconscious attitudes that are obviously beyond traditional methods that utilise introspection,’ says Steven Quartz, a neuroscientist at Caltech who is collaborating with Lieberman Research. With over $100 billion spent each year on marketing in America alone, any firm that can more accurately analyse how customers respond to products, brands and advertising could make a fortune.
H Consumer advocates are wary. Gary Ruskin of Commercial Alert, a lobby group, thinks existing marketing techniques are powerful enough. ’Already, marketing is deeply implicated in many serious pathologies,’ he says. ’That is especially true of children, who are suffering from an epidemic of marketing-related diseases, including obesity and type-2 diabetes. Neuromarketing is a tool to amplify these trends.’ Dr. Quartz counters that neuromarketing techniques could equally be used for benign purposes. ’There are ways to utilise these technologies to create more responsible advertising,’ he says. Brain-scanning could, for example, be used to determine when people are capable of making free choices, to ensure that advertising falls within those bounds.
I Another worry is that brain-scanning is an invasion of privacy and that information will be compiled on the preferences of specific individuals. But neuromarketing studies rely on small numbers of volunteer subjects, so that seems implausible. Critics also object to the use of medical equipment for frivolous rather than medical purposes. But as Tim Ambler, a neuromarketing researcher at the London Business School says: ’A tool is a tool, and if the owner of the tool gets a decent rent for hiring it out, then that subsidises the cost of the equipment, and everybody wins.’ Perhaps more brain-scanning will someday explain why some people like the idea of neuromarketing, but others do not.
—EconomistComplete the sentences with the correct ending, A-F, below. Write the correct letter, A-F, in boxes on your answer sheet. A becomes well-known until the establishment of BrightHouse company. B lights up the subjects’ medial prefrontal cortex that can show their preferences of brands. C can provide real pictures of people’s brain activity that can reflect their thoughts. D try to figure out the real thoughts of people about products. E is used to ulitise EEG and fMRI to understand customers’ words. F becomes widely acknowledged from the beginning of the 21st century. Marketing people