Apple and Microsoft each launched new products. One company astonished everyone. The other made people sleepy. Can you guess which was which？ You probably guessed wrong. Because Apple, famous for its
While Microsoft, which stole a move out of the Apple playbook, won cheers from high-end, creative-class consumers like business analysts, media designers and music producers. Microsoft launched several new products, but the big one was the Surface Studio--a 28-inch, extremely-high-resolution(分辨率) touchscreen tablet that doubles as a desktop PC screen. There’s also the Surface Dial, which can be placed on the Studio’s screen and revolved(旋转) to select menu items.
As Hayley Tsukayama remarked at The Washington Post, the Studio is really just a super-sized version of the Surface Books product that Microsoft has been selling for years. But if you’ve ever watched science fiction movies like Minority Report--where Tom Cruise seems to operate pictures and data hanging in mid-air by touching them, spreading their fingers to increase on details, and seeding files and information sliding from one folder(文件夹) to another with a click of the fingers, you can see how Microsoft is trying to show the same experience.
Meanwhile, Apple’s new products were almost like some fine promotions for its Apple TV. They boast(自夸) that the new MacBook Pros has a smaller size and more functions, and a new touchscreen bar on laptop keyboards where function keys used to be.
So what’s going on？ In many ways, Apple is focusing on attracting the average consumers who have been attracted by Microsoft. And Microsoft is focusing on targeting the high-end professionals Apple has historically been associated with. You can even see this in the companies’ ad campaigns: Microsoft’s ads stress imagination and creativity, while Apple’s commercial chief designer Jony Ive, in calm and professional British accent, explained Apple has improved the performance and convenience of its MacBooks.
So Apple is trying to control the world of devices and laptops from the top down, starting with the high-end market and moving on to appeal to a broader base of consumers. Microsoft, having already strengthened itself within the bigger low-end market, is now attempting the opposite with a bottom-up strategy. Will these succeed？ Time will tell…
What can we learn from the first paragraph？
A.Microsoft’s new products made a big hit
B.Apple’s products aim at high-end consumers
C.Apple and Microsoft developed the same products
D.The design of Microsoft’s products is original and unique
Why does the author mention the science fiction movie in Paragraph 3？A.To tell us Microsoft’s new products can be used in movies
B.To show how trendy Microsoft’s new products are
C.To show Microsoft’s new products are inspired by the movie
D.To advocate more people to see the science fiction movie
What is Paragraph 4 mainly about？ A.The features of Apple’s new products
B.The bright future of Apple’s new products
C.The reason why Apple designed the new products
D.The difference between Apple’s new products and Apple TV
What can we learn about the two companies in promotion？A.They push forward high tech development
B.They lead the development of IT industry
C.They adopt different business strategies
D.They astonish the world from time to time
The brand name puts a face on every company、Names like McDonald‟s, GM, Apple, Intel, and a large number of others have long
become very popular、They‟ve also given customers a point of reference when thinking about a company、Good brand might help
companies avoid costs and bring them greater profits.
Usually companies create names that are easy to learn and remember、Firstly the name should create interest、Rhymes and humor are
some ways to gain interest, but there are others as well、Think about your customers and what would interest them、Secondly, the name
should present a picture or image、People remember them most because the name is stored in pictures and words、Thirdly, the name
should be meaningful、It can be done with lots of advertising, but names that are themselves more meaningful to customers are more
easily stored in memory、More important, the name should have meaningful associations that show the benefits customers want、Then the
name should have some emotion、Emotional associations are easier to learn and remember、The Love Boat, for instance, is very easy to
remember、Finally, the name should be simple so that it is easier to learn and remember.
16、Why does the passage mention the brand names such as McDonald‟s and GM in the first paragraph？()
A、To show that a good brand name is significant for a company.
B、To tell readers that they are important and popular terms.
C、To introduce some well-known brand names to readers.
D、To explain why those companies are successful.
17、According to passage, a good brand name___________.
A、must be shown in pictures B、must be advertised a lot
C、is attractive to customers D、is always full of humor
18、Which of the following is most important in thinking a brand name popular？()
A、Being easy to remember、B、Having lots of advertisements.
C、Gaining support from association、D、Showing the benefits customers can have.
19、Which of the following statement is TRUE？()
A、People prefer strange brand names to ordinary ones.
B、Customers re interested in emotional brand names.
C、Brand names advertised in pictures are easy to make.
D、A brand name has little to do with a company‟s profits.
20、What is the main purpose of this passage？()
A、To tell how difficult it is to make a good brand name.
B、To compare different ways of choosing brand names.
C、To recommend some popular brand names.
D、To introduce what a good brand name is
