英语

　　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. for 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, the women’s shoe 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 and find some 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, so 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 wines went up.

　　when it comes to the selling of houses, businesses also use highly rewarding tactics. they find that customers make decisions in the first few seconds 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 pool through an open stairway leading to the lower level. the instant view of water on both levels helped sell these $10 million houses.

　　1. why do stores usually display fruits and vegetables in the first section?

　　a. to save customers time

　　b. to show they are high quality foods

　　c. to help sell junk food

　　d. to sell them at discount prices

　　【答案】c。细节理解题。根据第二段第三句“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”可知，商店把水果蔬菜放到前面是为了让顾客因买到健康食品而感到高兴，从而在接下来逛商店的过程中购买更多的垃圾食品。因此会发现c项更合适。a项为了节省顾客的时间，故排除。b项为了向他们展示质量较高的事物，排除。d项表达的是以一个折扣价向他们出售。

　　2. according to paragraph 3, which of the following encourages customers to buy?

　　a. opening the store early in the morning

　　b. displaying british wines next to french ones

　　c. inviting customers to play music.

　　d. filling the store with the smell of fresh bread

　　【答案】d。细节题。根据第三段第二句中的“stores notice that the smell of baked goods encourages shopping”可知，商店里弥漫者烤面包的气味会促使顾客购买商品，这样的话就选择d项。a项指的早上很早就开商店。b项就是展示最英国的酒，排除。c邀请顾客演奏音乐。因此答案选d。

　　3. what is the california builder’s story intended to prove?

　　a. the house structure is a key factor customers consider

　　b. the more costly the house is, the better it sells.

　　c. an ocean view is much to the customers’ taste

　　d.a good first impression increases sales.

　　【答案】d。根据最后一段中的“customers make decisions in the first few seconds upon walking in the door, and turn it into a business opportunity”提到的顾客购买的规律可推知，作者讲述此故事的目的就是要证明段首提到的“顾客在走进房门的前几秒钟就会做出决定”，即“良好的第一印象会增加销量”的观点，因此d项是符合文意的。a项主要指的是房子结构是顾客要考虑的关键因素。b项指的是房子造价越高，卖的价格也就越高。c项指的是这个海景比较迎合顾客的品味。这些都不符合文段的意思，因此选d项。

　　4. what is the main purpose of the passage?

　　a. to explain how businesses turn people into their customers

　　b. to introduce how businesses have grown from the past

　　c. to report researches on customer behavior

　　d. to show dishonest business practices.

　　【答案】d。判断作者意图的题目。纵观全文我们可以知道，本文的主要观点就是介绍了几种商业上用来吸引顾客，增加销量的策略，因此a项“解释商场如何把人们变成自己的顾客”是本文的主要目的。而a项解释如何利用生意将人我们变成自己的顾客，b项指的是介绍如何是生意增长迅速。c项指的是简单的将对顾客行为的研究进行报告。

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