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In the battle for the young soda drinkers of China, U.S.-based Pepsi-Cola may have found a powerful new weapon: young street sellers toting (背负）backpack soda dispensers.
It may sound trivial, but in China’s teeming (拥挤的）cities, getting cold carbonated drinks into the hands of the young can be a struggle. Vending machines are often out of order, hawkers with pushcarts can't keep drinks cold enough, and the friendly mom-and-pop comer stores just don’t cut it with teenagers trying to act hip.
The backpack dispensers are the latest twist in a continuing battle between Pepsi-Cola and rival Coca-Cola for China’s soda drinkers. Since 1996, Pepsi has virtually conceded dominance to Coca-Cola in all but a few international markets. Among the exceptions is China, where Pepsi-Cola believes it can make a last stand by appealing to youth. So far, however, it hasn’t gained much ground. Research firm AC Nielsen says a January survey indicated Coca-Cola had captured 47% of China’s market for carbonated beverages—Sprite and Fanta. Pepsi-Cola’s share lagged well behind at 19%, most of which was due to Pepsi, followed by 7-Up and Mountain Dew. Globally, Coca-Cola had a 51% share of beverage sales last year, compared with 21% for Pepsi-Cola.
Coca-Cola’s China marketing director in Hong Kong, John Cheung, says his firm tried backpack dispensers in China a few years ago but decided they weren’t paying off because the drinks warmed up too quickly. But Pepsi-Cola’s Tan says the dispensers his company uses—made by U.S.-based Thirst Enders International—keep the rate of warming to a minimum: two degrees an hour on a hot day. With shoppers in Chengdu gulping down the 32 cups in each tank within an hour, the drinks are always cool.
Cheung admits that another reason for Coca-Cola’s disappointing results was that it picked older, unemployed adults to wear the dispensers, rather than upbeat young people. Pepsi-Cola avoided that mistake by recruiting from universities. “We want people who can be identified by the young customers with selling the drinks,” says Tan. “They need to be young, energetic and outgoing.”
Pepsi-Cola also has used the dispensers in the Philippines and Singapore for promotions and sporting events. In China, it may start using them at soccer games—it sponsors the country’s premier league. Tan says he wants to take the packs nationwide “as soon as possible”. That will mean convincing bottlers and distributors to stump up $1,000 for each pack. (Under Pepsi-Cola’s arrangements with its local partners, the partners bear the full cost.)
Coca-Cola’s Cheung admits he’s watching Pepsi-Cola’s gambit (策略）carefully. “If the day comes that the backpack is such a big advantage,” he says, “We’ll use them too.”
1
According to the third paragraph, the backpack-dispenser approach appeared ______.
A.
promising
B.
ineffective
C.
to work in only few international markets
D.
to cause Pepsi to lose more market share
本题答案：
A
B
C
D
参考答案：
B
系统解析：
第3段第4句及从第5句开始所显示的数据都表明百事公司采用的背包式饮料机策略没有效果，B为本题答案。从第3段首句可知百事可乐公司对背包式饮料机策略寄予了厚望，但该段的数据表明这个策略并没有带来成功，A不正确；C文中没有提及；第3段最后两句对比了两家公司的市场份额，但这并不是使用了背包式饮料机之后的市场份额，D无从说起。
2
It can be inferred that the most successful backpack dispensers must be ______.
A.
light enough for salespeople to wear
B.
externally appealing to young people
C.
thermally stable enough
D.
technologically flawless
本题答案：
A
B
C
D
参考答案：
C
系统解析：
第4段第1句和第2句围绕的话题是背包式饮料机的保温问题，百事公司在成都的成功就在于他们使用的饮料机能够使饮料保持相对稳定的温度，C为本题答案。A和B原文并未讨论；D过于绝对了。
3
Coca-Cola’s wrong choice of its street sellers shows that _____.
A.
cola is more popular with young people
B.
people prefer to buy cola at regular stores
C.
university students are more capable sellers
D.
the company considers too much about cost
本题答案：
A
B
C
D
参考答案：
A
系统解析：
第5段对比了可口可乐和百事可乐对背负饮料机的销售人员的选择，从这个对比可以看出，可口可乐公司的失败就在于它没有注重产品的消费对象是年轻人，由此可知，可乐更受年轻人欢迎，本题应选A。B与该对比无关；C和D都没有原文依据。
4
What is John Cheung’s attitude towards the feasibility of the backpack strategy?
A.
Optimistic.
B.
Disappointed.
C.
Doubtful.
D.
Cautious.
本题答案：
A
B
C
D
参考答案：
D
系统解析：
在第4段和第5段,John Cheung分析了可口可乐公司使用背包式饮料机失败的原因，这似乎表明他对饮料机很失望，但在末段他却表示如果百事可乐公司的策略证明有用的话，他们也会跟着采用，其中的 carefully表明他对饮料机的看法是审慎的，因此D为本题答案。
5
What can we infer about the Pepsi’s backpack strategy?
A.
The backpack strategy is most effectively used in sports events.
B.
The backpack dispensers need to be financed by Pepsi’s partners.
C.
The backpack strategy will be carried out soon throughout China.
D.
The backpack dispensers used in the Philippines proved a success.
本题答案：
A
B
C
D
参考答案：
B
系统解析：
选项B中的finance与第6段末句括号中的bear the full cost意思相近，由此可知，B为正确的说法。A中的most effectively无从证实；该段提及百事希望饮料机可以“尽快”在中国普及，但“尽快”是多快却难以推断，C不正确；D中的proved a success没有相关细节支持。
In the 1920s America enjoyed what was to become known as “an Age of Excess". From 1921-1929 manufacturing output increased with only a small check—the mild recession of 1924, and real GNP(1929 prices) rose 45.6 percent. In real terms it was a vigorous expansion with the added attractions of stable prices, rising real wages, and mainly “full” employment. So the 1920s’ boom remains a legend in the American economic history.
The boom was created by several factors that worked together. The three presidents of the twenties, Harding, Coolidge and Hoover were all Republicans who supported business and the stock market. The Republicans were against any kind of welfare state or the government regulating business. They introduced lower tax rates and raised tariffs on foreign goods so they could not compete with American business. This was known as “protectionism”. America's economy had not suffered from World War I. In fact it had been strengthened by trading arms to the allies. In the twenties, there was a substantial growth in production, jobs, profits, wages and the standard of living. The growth in production created more jobs, and because more people had more money they could buy the newly produced goods. More goods needed to be produced so more jobs and profits were created. This led to the twenties seeing the start of mass production and consumerism. For the first time items like cars and refrigerators were available and affordable to the middle classes, and secondary industries such as advertising became very profitable. There was an inevitable change in the ideas and actions of society. People could afford to enjoy their leisure time and the leisure industries also boomed.
Much of American Society was changed by the Boom. More people could go out and enjoy themselves because of the increased leisure time and affluence of society. Writer F. Scott Fitzgerald called it “the Age of Excess”. Jazz music had a massive effect on the youth of America, as they
became more outgoing. More started smoking and going out, and women started to wear shorter skirts and other more outrageous fashions. Older generations hated the new music and showed apparent disrespect of younger people. A new kind of woman was created, called a “flapper”. Hollywood promoted these women and their fashions as the rogue actresses became icons for other young ladies. To most, these women were nothing but a sign of the times, a decline in traditional standards.
6
From the passage we learn that “the Age of Excess” ______.
A.
was the result of “protectionism" and “consumerism”
B.
was the most economically prosperous times in the U.S.
C.
was a term first used by a writer named F. Scott Fitzgerald
D.
was the period when the unemployment rate was zero
本题答案：
A
B
C
D
参考答案：
C
系统解析：
末段第3句虽然没有直接说明Fitzgerald是首位使用“纵乐的年代”的人，但从句中的called 可以推断“纵乐的年代”这个叫法是由Fitzgerald创造的，因此C正确。第2段倒数第4句表明“消费主义”是由20 年代（“纵乐的年代”）引发的，A把顺序调转了；虽然首段末句指出20年代的经济仍然是legend，但不能就此判断当时的经济“最”繁荣，B错；D的说法过于绝对了。
7
The three republican presidents contributed to the boom of U.S. economy in the 1920’s because they advocated _____.
A.
the idea of welfare state
B.
business regulated by the government
C.
raising duties on imported goods
D.
business competition among countries
本题答案：
A
B
C
D
参考答案：
C
系统解析：
C中的duties和imported goods分别为第2段第4句中的tariff和foreign goods的近义替换词，C为本题答案。A和B都是三位总统反对的做法；第2段第4句表明美国提高外国货品的关税，使外国货品不能与本国货品竞争，由此可见，三位总统并不支持国家之间的商业竞争，D不正确。
8
It can be inferred that mass production started when ______.
A.
the needs for consumer goods kept growing
B.
the middle class could afford to buy luxuries
C.
secondary industries became profitable
D.
people had more leisure time activities
本题答案：
A
B
C
D
参考答案：
A
系统解析：
第2段倒数第4句中的this led to表明大规模生产的原因可在前面几句话中找到。根据该段倒数第5句和第6句可以推断，由于消费者有能力购买更多的商品，使大规模生产成为必要，A正确。其他选项都不是导致大规模生产的原因。
9
The word “affluence" (Line 2, Para. 3)is closest in meaning to “____”.
A.
wealth
B.
influence
C.
standard
D.
diversity
本题答案：
A
B
C
D
参考答案：
A
系统解析：
末段首句和第2句说的都是美国社会在20年代的变化，由此可知，社会的affluence与the Boom相关,而且是让人们能enjoy themselves的条件，再联系与之并列的increased leisure time,可知affluence应该是一个褒义词,A是对affluence最恰当的理解。
10
What was most people’s attitude toward “flappers”?
A.
They regarded these women as their icons.
B.
They reckoned these women to be fashionable.
C.
They heaped hatred upon these women.
D.
They thought these women were degenerated.
本题答案：
A
B
C
D
参考答案：
D
系统解析：
末段末句中的to most表明这一句就是大多数人对flappers的看法，而句中的nothing but... a decline表明D是本题答案。由末段倒数第2句可知A并不是大多数人的看法；末句表明大多数人认为flapper是时代的象征，并不表示他们认同flapper是“时髦的”，B不能由此句推断；人们对flappers的看法更多的是批判，而不是憎恨，C也不正确。
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