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>> 高等继续教育 / 经济学原理
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佳题速递：
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Amtrak (美国铁路客运公司)was experiencing a downswing in ridership (客运量)along the lines comprising its rail system. Of major concern to Amtrak and its advertising agency DDB Needham, were the long-distance western routes where ridership had been declining significantly. ]At one time, trains were the only practical way to cross the vast areas of the west. Trains were fast, very luxurious, and quite convenient compared to other forms of transportation existing at the time. However, times change and the automobile became America‘s standard of convenience. Also, air travel had easily established itself as the fastest method of traveling great distances. Therefore, the task for DDB Needham was to encourage consumers to consider other aspects of train travel in order to change their attitudes and increase the likelihood that trains would be considered for travel in the west. Two portions of the total market were targeted:1)anxious fliers—those concerned with safety, relaxation, and cleanliness and 2)travel-lovers—those viewing themselves as relaxed, casual, and interested in the travel experience as part of their vacation. The agency then developed a campaign that focused on travel experiences such as freedom, escape, relaxation, and enjoyment of the great western outdoors. It stressed experiences gained by using the trains and portrayed western train trips as wonderful adventures. Advertisements showed pictures of the beautiful scenery that could be enjoyed along some of the more famous western routes and emphasized the romantic names of some of these trains (Empire Builder, etc. ). These ads were strategically placed among family-oriented TV shows and programs involving nature and America in order to most effectively reach target audiences. Results were impressive. The Empire Builder, which was focused on in one ad, enjoyed a 15 percent increase in profits on its Chicago to Seattle route.
1.What‘s the author‘s purpose in writing this passage? 【外语教育&网】 A) To show the inability of trains to compete with planes with respect to speed and convenience. B) To stress the influence of the automobile on America‘s standard of convenience. C) To emphasize the function of travel agencies in market promotion. D) To illustrate the important role of persuasive communication in changing consumer attitudes. 2.It can be inferred from the passage that the drop in Amtrak ridership was due to the fact that _ _ _ _ _ _ _ _ . A) trains were not suitable for short distance passenger transportation B) trains were not the fastest and most convenient form of transportation C) trains were not as fast and convenient as they used to be
D) trains could not compete with planes in terms of luxury and convenience3.To encourage consumers to travel by train, DDB Needham emphasized _ _ _ _ _ _ _ _ .A) the freedom and convenience provided on trainsB) the practical aspects of train travelC) the adventurous aspects of train tripsD) the safety and cleanliness of train trips 4.The train ads were placed among family-oriented TV programs involving nature and America because _ _ _ _ _ _ _ _ .A) they could focus on meaningful travel experiencesB) they could increase the effectiveness of the TV programsC) their profits could be increased by some 15 percentD) most travel-lovers and nervous fliers were believed to be among the audiences5.According to the passage, the Empire Builder enjoyed an increase in ridership and profits because _ _ _ _ _ _ _ _ .A) the attractiveness of its name and route was effectively advertisedB) it provided an exciting travel experienceC) its passengers could enjoy the great western outdoorsD) it was widely advertised in newspapers and magazines in Chicago and Seattle综合英语（二） 舞蹈结构的横向结构法，是依据事件的内在逻辑或任务的内心活动进行多方面挖掘，以情感线为主 A、正确 B、错误幼儿舞蹈 唐律十二篇名例为首的篇章体例源于 （ ） 。 中国法制史 4. 在OSI参考模型中，与传输层相邻的层有（ ）。网络技术基础 公开招标是指由招标人在国内外报刊、杂志上刊登招标广告，以此进行招标的方式，它是一种（ ）招标。a. 垄断b. 公开竞争性c. 无限竞争性d. 有限竞争性贸易实务 真菌、原生动物和单细胞藻类都属于原核生物界。 医学免疫学与微生物学