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            • 1．

              In ancient Egypt, a shopkeeper discovered that he could attract customers to his shop simply by making changes to its environment. Modern businesses have been following his lead,with more tactics (策略).

              One tactic involves where to display the goods. Foe example, stores place fruits and vegetables in the first section. They know that customers who buy the healthy food first will feel happy so that they will buy more junk food（垃圾食品）later in their trip. In department stores, section is generally next to the women’s cosmetics(化妆品) section：while the shop assistant is going back to find the right size shoe, bored customers are likely to wander over cosmetics they might want to try later.

              Besides, businesses seek to appeal to customers’ senses. Stores notice that the smell of baked goods encourages shopping, they make their own bread each morning and then fan the bread smell into the store throughout the day. Music sells goods, too. Researchers in Britain found that when French music was played, sales of French wine went up.

              When it comes to the selling of houses, businesses also use highly rewarding tactics. They find that customers make decision in the first few second upon walking in the door, and turn it into a business opportunity. A California builder designed the structure of its houses smartly. When entering the house, the customer would see the Pacific Ocean through the windows, and then the poll through an open stairway leading to the lower level. The instant view of water on both levels helped sell these $10 million houses.

              难度：较易
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            • 2． Have you ever wondered where the chocolate in your favorite candy bar comes from？Chocolate comes from the cacao tree，which grows in warm，tropical areas of West Africa，Indonesia，Malaysia，Mexico，and South America．And who eats the delicious chocolate made from the cacao grown in these places？The majority of chocolate is consumed in Europe and North America．This probably sounds like a familiar story-developing countries produce inexpensive raw materials that are manufactured and sold as finished goods in developed countries，and generally， that is what happens with chocolate．Large chocolate companies buy cacao beans at a low price and produce cocoa and chocolate products to sell at a relatively high price．
              But the familiar story has a new chapter．Beginning in the 1980s，some consumers learned that cacao farmers were living difficult and uncertain lives．The farmers received money for their crops based on world markets，and the market price for cacao was sometimes so low that farmers received less for their crops than the crops had cost to produce．In response，groups of consumers in Europe and the United States developed"fair trade"organizations to guarantee that farmers of cacao，as well as coffee and tea，would receive fair and consistent prices for their crops．
              Fair trade organizations benefit farmers by buying cacao beans or other products from them directly at higher-than-market prices and eliminating （除去）"middle men"such as exporters．Fair trade organizations also encourage farming techniques that are not harmful to the environment or to farm workers，for example，growing cacao without chemical pesticides or fertilizers in the shade of rain forest trees．One organization，Equal Exchange，helps farmers set up farming cooperatives in which they can share resources and work on projects such as community schools．Another，Fairtrade Labelling Organizations International （FLO），guarantees that products bearing its label meet standards that improve the lives of growers and producers．
              The results of fair trade are a better standard of living for some farmers and nicer chocolate bars made with organically produced cocoa that consumers don't feel guilty about buying．And although fair trade chocolate is somewhat more expensive than other chocolate and now makes up only 1% of chocolate sold，the fair trade idea is spreading quickly．You may soon see fair trade chocolate right next to the more famous bars in your favorite store．
              难度：较易
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            • 3． A strange，new dilemma faces Chinese pedestrians：should you help an elderly person who has fallen into the street？The answer seems simple．Your conscience forces you to help someone in danger．But many Chinese are discovering that some of these injured people are scammers．They accuse good Samaritans（好心人） of having knocked them over in the first place，and they file complaints in hopes of receiving large amounts of compensation．
              There are frequent reports on such incidents and following disputes．On Sept 8，a new case happened in Huainan，Anhui province．Yuan Chen，a 20-year-old college student from Huainan Normal University，claimed that she helped an injured elderly woman on the street．But the woman's family has demanded that Yuan take full responsibilities for the injuries．
              Since the incident happened in the security cameras'blind spot， both sides are looking for witnesses to clear their names．The local police department is also investigating the case．But how can you possibly solve a case like this，where the only evidence comes from two conflicting viewpoints？
              "This kind of cases should follow the principle of‘the burden of proof lies with the person making the claim'，"Ye Lin，a law professor from Renmin University of China，told China Central Television．The burden of proof means the collection of proof or evidence．In civil cases，"if you accuse someone of causing you harm or losses，you should collect convincing proof to back your claim，"said Ye．"If you cannot do that，the law will not be able to support your claim．"
              The law may not resolve all the problems，however．Some elderly people choose to blackmail（敲诈） their helpers because they do not have health insurance．To prevent this，the country needs to put in place a better social security net．
              难度：较易
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            • 4． Martin was returning to work in his London office after spending two weeks with his brother in New York．He was coming back with a heavy heart．It was not just that it was the end of a wonderful holiday； it was not just that he invariably suffered badly from jet lag（时差）； it was that Monday mornings always began with a team meeting and，over the months，he had grown to hate them．
              Martin was aware that colleagues approached these meetings with hidden agenda（会议议程）； they indulged in （沉溺于）game playing； and he knew that people were not being honest and open．The meetings themselves were bad enough-there was all the moaning afterwards at the meeting like"I could have improved on that idea，but I wasn't going to say"．
              As this morning's meeting began，Martin prepared himself for the usual dullness and boredom．But，as the meeting progressed，he became aware of a strange background noise．At first，he thought that he was still hearing the engine noise from the aircraft that had brought him back to London．But，as he concentrated on the noise，it became a little clearer．
              He realized，to his amazement，that he could actually hear what they were thinking at the same time as they were speaking．What surprised him，even more than the acquisition（获得）of this strange power，was that he discovered that what people were saying was not really what they were thinking．They were not making clear their reservations．They were not supporting views which they thought might be popular．They were not contributing their new insights．They were not volunteering their new ideas．
              Martin found it impossible not to respond to his new knowledge．So he started to make gentle interventions，based more on what he could hear his colleagues thinking than on what he could hear them saying．"So，John，are you really saying…""Susan，do you really think that？""Tom，have you got an idea on how we could take this forward？"They looked at him，puzzled．In truth，he felt rather proud of his newly-acquired talent．
              As the meeting progressed，it was clear to him that each member of the meeting was learning how to hear the thoughts of the others．The game playing started to fall away； people started to speak more directly； views became better understood； the atmosphere became more open and trusting．
              The meeting ended．As people left the room，Martin found that he could still hear what they were thinking．"That was the best meeting we've ever had．""All meetings should be like that．""In future，I'm going to say what I think"．

              难度：较易
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            • 5． Camaraderie over Competence
              The importance of liking people is the subject of an article in the Harvard Business Review，which has carried out an experiment to find out who we'd rather work with．Hardly surprisingly，the people we want most as our workmates are both：brilliant at their jobs and delightful human beings．And the people we want least are both unpleasant and useless．More interestingly，the authors found that，given the choice between working with lovable fools and competent jerks （性情古怪的人），we irresistibly choose the former．Anyway，who likes those stupid men who annoy or hurt other people？We might insist that competence matters more，but our behavior shows we stay close to the people we like and sharing information with them．
              What companies should therefore do is get people to like each other more．The trick here is apparently to make sure staffs come across each other as often as possible during the day．They also should be sent on bonding courses and so on to encourage friendliness and break down displeasure．However，more outdoor-activity weekends and shared coffee machines inspire no confidence at all．
              The reality is that people either like each other or they don't．You can't force it．Possibly you can make offices friendlier by tolerating a lot of chat，but there is a productivity cost to that．In my experience，the question of lovable fool against competent jerk may not be the right one．The two are interrelated：we tend not to like our workmates when they are completely hopeless．I was once quite friendly with a woman whom I later worked with．I found her to be so outstandingly bad at her job that I lost respect for her and ended up not really liking her at all．Then is there anything that companies should be doing about it？
              By far the most effective strategy would be to hire people who are all pretty much the same，given that similarity is one of the main determinants of whether we like each other．I think this is a pretty good idea，but no one dares recommend this anymore without offending the diversity lobby group．There is only one acceptable view on this subject：teams of similar people are bad because they stop creativity．This may be true，though I have never seen any conclusive proof of it．
              Not only do we like similar people，we like people who like us．So if companies want to promote more liking，they should encourage a culture where we are all nice to each other．The trouble is that this needs to be done with some skill．

              难度：较易
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            • 6． Chinese consumers'crazy appetite for luxury goods and services appears unstoppable，with just 2percent of the Chinese population responsible for one-third of the world's luxury items．
              As China's economic miracle develops，the market opportunities for all sorts of luxury goods and services are increasing．Luxury consumption in China now extends ways beyond well-known car，clothing and jewelry brands．For example，the luxury jet market in China is the fastest-growing in the world，even outstripping that of the United States，with a market share of 25percent．This trend appears to continue，with 20to 30percent growth expected in China，compared with only 2to 3percent in the US．But more importantly，China's luxury jet market growth represents a major development in the private consumption of luxury items．
              China's high-quality red wine market also provides evidence of the growth in private consumption of luxury goods．In 2013，China became the largest market for red wine in the world，even overtaking France，with 1.86billion bottles consumed in China last year．Over the past five years，China's red wine consumption has grown 136percent．
              According to my ongoing consumer research in this area while working at the University of International Business and Economics in Beijing，public consumption of such expensive global luxury brands such as Prada and Armani is easily explained by the desire to"gain face"and publicly display social climbing through material possessions．On the other hand，it is"self-reward"that lies behind consumer motivation in this area．Chinese consumers who have experienced rapid financial and economic gains appear particularly prone to the need to reward themselves for their success．But this has little to do with"gaining face"and impressing others and much more to do with the need for personal contentment．
              Finally，the growth in private luxury consumption in China is set to continue in part due to the maturity of the Chinese consumer and advancement of Chinese consumer culture generally．

              难度：较易
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            • 7． October 15，1970was declared International W hite Cane Safety Day （IWCSD） for the first time by the President of the International Federation of the Blind （IFB）．This date was adopted at the first convention of the IFB，held in Colombo on October 4，1969．The object of the exercise is to enable the general public to have a better understanding of blindness and visual handicap，and to make people more aware of the white cane as a mobility aid．
              Peguilly d'Herbemont was born on 25th June 1888into an old French noble family of the same name．In her youth she led the conventional and protected existence，lack of great activity，of a girl from a"good family"，an existence reminding of the life of the aristocracy（贵族） before the French Revolution．She never visited a public school，but was educated by German and English governesses and nuns．Her movements were restricted and were mainly confined to the family positions in Paris and Belgium，but she spent most of her time at the castle of Charmois not far from Verdun．
              In the process of helping individual blind people across the road，Peguilly d'Herbemont was made aware by narrow scrapes（刮擦） which almost led to accidents，of the dangerous situation of the visually impaired brought about by the steadily increasing traffic on the roads．She first spoke about measures to protect the blind against street hazards to her mother in 1930，but she was of the opinion that it was unfit for a lady of good society to create a public outcry and advised her to stick to the transcription of books，a popular pastime of ladies of rank at the time．
              But the idea did not leave her．The urgent wish to encourage the integration（成为一体） of the blind into society by providing them with a means of moving about more freely without endangering others，and at the same time attracting the attention of passers-by ready to offer assistance，caused her to take the unusual step of writing to the editor of the Paris dailyEcho de Paris in which she suggested issuing the blind of the Paris region with white sticks similar to those used by the traffic police．
              The editor took up the idea，published it in November 1930and saw to it that the relevant authorities acted with atypical speed．Thus it was that the white cane received official backing，and on 7th February 1931．

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            • 8． The Chinese put up with a lot living in the world's most populous country：standing on over-crowded trains for 40hours； sleeping outside hospitals to secure a doctor's appointment； waiting more than a year to earn a driver's license．
              Add getting a U．S．entry visa to the list．Applicants here have waited as long as 60days to secure an appointment at one of five U．S．consular locations（领事馆）in China that process visas．There，they're often greeted by long lines，followed by a face-to-face interview that can end badly in a matter of seconds．
              Now there are only about 100U．S．visa officers in China，facing considerable challenges during the summer when tourists and students travel the most．"It's not easy work，"Charles Bennett，minister-counselor for Consular Affairs at the U．S．Embassy in Beijing，said to his staff．"You're making，in some cases，life-changing decisions many times a day，and that can cause great tiredness．"
              To adapt，US consular services expanded their hours，took on about a dozen additional staff and hope to have another 20officers by spring．More facilities are also being expanded．
              Despite the shocking numbers，the embassy remains dogged by charges that it rejects applicants unreasonably and that the process is unfairly burdensome．"I'm fed up，"said Wendy Liu，24．The single woman from Beijing said she was recently refused a visa and told to re-apply when her personal life and finances were more stable．"I'll go anywhere but the U．S．now，"she said．"I thought America was supposed to be a country of freedom．"
              To visit the US，Chinese nationals must prove that they have enough money and family or business ties that make it likely they'll return to China．The Department of Homeland Security said it did not keep records on how many Chinese overstay their visas．
              Student visas can be refused on grounds of national security．Beijing native Tan Ge，25，believes he was not accepted after he stated his interests in infrared（红外线的）technology and nanoelectronics（纳米电子学）on his application．He now studies in Canada after being forced to abandon a full scholarship to Arizona State University．
              By its very nature，the on-the-spot process at the U．S．Embassy can feel unbearable to Chinese applicants，who are asked to take their bank statements，property deeds（房产证），marriage licenses and HUKOU，a Chinese household ID．
              "It made me feel very uncomfortable，"said Xu Yong，28，a journalist who needed a business visa last month to cover a conference in New York．"They made me feel like someone from a Third World country up to no good．"
              After giving his fingerprints，Xu waited to be called for his interview，sitting in an area that was as quiet as a library．Each passing minute seemed to be as long as a century．
              After an hour，Xu was called with three other people to a window for their interview．Two were rejected before his turn．Then the American officer，speaking fluent Chinese，reached for Xu's paperwork，asked some simple questions and said，"Congratulations．"
              "I was so nervous．The first thing I did when I got out was to call my mom and tell her I passed，"Xu said．"She was the one who warned me it wasn't going to be easy．"

              难度：较易
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            • 9． Derek Wayne has obtained a 30-year，fixed-rate home loan of 100，000with an annual interest rate of 7.5percent．Because the loan extends for such a lengthy period，the mortgage（抵押） company calculates a monthly payment that ensures it will get most of its interest back first．Thus in the beginning months，Wayne's principal payment-the amount he pays toward his actual loan-increases extremely slowly．
              Payment Number Total Monthly
              Payment              		 Principal Portion of Payment Interest Portion of Payment Current Balance
              1 699.21 74.21 625.00 99，925.79
              2 699.21 74.68 624.54 99，854.11
              359 699.21 690.56 8.66 694.87
              360 699.21 694.87 4.34 0.00
              Let's analyze Wayne's early payments．Imagine that on December 15the Mauritanian Mortgage Corporation gives Wayne 100，000，and on January 15his initial payment is due．Throughout this first month，interest accumulates on the entire 100，000．On a yearly interest rate of 7.5%，Wayne's monthly rate is 0.625% or 7.5%divided by 12．Multiplying 100，000by 0.625% yields 625，the portion of Wayne's first monthly payment that is interest．So Wayne now owes 99，925.79 （ 100，625-699.21）．His February interest payment will be 0.625% of 99，925.79．
              By the time Wayne makes his last few payments，his monthly interest payment has decreased considerably．His balance following his 359th payment is 694.87，and 0.625% of that is about 4.34，his final interest payment．What was the total amount of interest Wayne paid？Multiplying 360months by 699.21equals 251，715.60，and subtracting 100，000（the loan amount） leaves 151，715.60-over 1.5times what he actually borrowed!
              难度：较易
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            • 10． Women have jumped ahead of men for the first time in using the Internet to do their holiday shopping，according to a study published last week in the US．
              For years men have been more likely to shop on the Internet than women，but during the 2004holiday season 58percent of those making online purchases were women．
              "It shows what a mainstream the Internet is becoming"，said Lee Rainie，director of the Pew Internet and American Life Project group，which carried out the study．
              Rainie said it was only a matter of time before women shoppers caught up with men．This is because women traditionally make decisions about spending．
              Users were more likely to shop online to save time．Internet users between the ages of 18and 29were responsible for some of the most dramatic（显著的）increases in the online gift-buying population this time around．
              However，three-quarters of the US Internet users did not buy holiday gifts online in 2004．They worried about credit card security，or just compared online prices with off-line prices，and then dashed off to the shops to get the best deals．
              "But even if shoppers don't buy online，websites are becoming promotion tools for stores，"said Dan Hess，vice president of Comscore Networks Inc．Hess said that actually most stores'websites can make customers fully believe the security of their credit card numbers．And most are able to ensure that gifts arrive on time．
              "It's all about making the shopping experience more efficient，more reliable and more comfortable，"said Hess．

              难度：较易
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