What do the extraordinarily successful
companies have in common
To find out, we looked for
correlations. We know that correlations are not always reliable; nevertheless,
in the 27 survivors, our group saw four Shared personality traits that
could explain their longevity (长寿).
Conservatism in
financing. The companies did not risk their capital gratuitously (无缘无故).
They understood the meaning of money in an old-fashioned way; they knew the
usefulness spare cash in the kitty.
Money in hand allowed them
to snap up (抓住) options when their’ competitors could not. They did not have to
convince third-party financiers of the attractiveness of opportunities they
wanted to pursue. Money in kitty allowed them to govern their growth and
evolution.
Sensitivity to the world around them. Whether
they had built their
A. Money burns a hole in one’s pocket.
B. Money doesn’t grow on trees.
C. Money called for is money well spent.
D. Money breeds money.
[单项选择] Passage Two
What makes teenagers moody and
impulsive The answer used to be raging hormones plus a dearth of(短缺) life
experiences. But three years ago this simple equation was blown apart by
evidence from brain scans of strange goings-on behind the teenage
forehead.
Till then, scientists had thought the brain’s internal
structure was fixed by the end of childhood. The new scans showed the brain’s
frontal cortex(皮层) thickening just before puberty(青春期), then slowly shrinking
back to normal during the teenage years. Suddenly, the erratic huffiness(发怒)
seemed to make sense: the teenage brain was a work in progress, a house in the
process of being rewired.
Now comes more evidence of neural
turmoil. According to psychologists in California, the speed with which
youngsters can read the emotional expressions on people’s faces dips suddenly at
A. their innocence and lack of life experience
B. their raging hormones and lack of life experience
C. their radical attitudes towards life
D. the generation gap between teenagers and their parents
[单项选择] Passage Three
What do consumers really want That’s a
question market researchers would love to answer. But since people don’t always
say what they think, marketers would need direct access to consumers’ thoughts
to get the truth.
Now, in a way, that is possible. At the "Mind
of the Market" laboratory at Harvard Business School, researchers are looking
inside shoppers’ skulls to develop more effective advertisements and marketing
pitches. Using imaging techniques that measure blood flow to various parts of
the brain, the Harvard team hopes to predict how consumers will react to
particular products and to discover the most effective ways to present
information. Stephen Kosslyn, a professor of psychology at Harvard, and business
school professor Gerald Zaltman, oversee the lab. "The goal is not to manipulate
people’s preferences," says Kosslyn
A. Reading the Mind of the Market
B. Controlling the Consumers’ Preferences
C. Improving the Styles of Advertising
D. Finding Out the Way to Predict
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