9. [A] Local education authorities and the central government.
[B] Local education authorities and secondary schools together.
[C] Local education authorities only.
[D] The central government only.
10. [A] Ask for clarification. [B] Challenge the interviewee.
[C] Support the interviewee. [D] Initiate topics.
PART ⅡREADING COMPREHENSION(45 MIN)
SECTION A MULTIPLE-CHOICE QUESTIONS
In this section there are several passages followed by fourteen multiple choice questions. For each multiple
choice question, there are four suggested answers marked [A], [B], [C] and [D]. Choose the one that you think is
the best answer and mark your answers on ANSWER SHEET TWO.
PASSAGE ONE
In 2011, many shoppers opted to avoid the frantic crowds and do their holiday shopping from the comfort of
their computer. Sales at online retailers gained by more than 15%, making it the biggest season ever. But people are
also returning those purchases at record rates, up 8% from last year.
What went wrong? Is the lingering shadow of the global financial crisis making it harder to accept extravagant
indulgences? Or that people shop more impulsively —and therefore make bad decisions —when online? Both
arguments are plausible. However, there is a third factor: a question of touch. We can love the look but, in an online
environment, we cannot feel the quality of a texture, the shape of the fit, the fall of a fold or the weight of an
earring. And physically interacting with an object makes you more committed to your purchase.
When my most recent book Brandwashed was released, I teamed up with a local bookstore to conduct an
experiment about the differences between the online and offline shopping. I carefully instructed a group of
volunteers to promote my book in two different ways. The first was a fairly hands-off approach. Whenever a
customer would inquire about my book, the volunteer would take them over to the shelf and point to it. Out of 20
such requests, six customers proceeded with the purchase.
The second option also involved going over to the shelf but, this time, removing the book and then subtly
holding onto it for just an extra moment before placing it in the customer's hands. Of the 20 people who were
handed the book. 13 ended up buying it. Just physically passing the book showed a big difference in sales. Why?
We feel something similar to a sense of ownership when we hold things in our hand. That’s why we establish or
reestablish connection by greeting strangers and friends with a handshake. In this case, having to then let go of the
book after holding it might generate a subtle sense of loss, and motivate us to make the purchase even more.
A recent study conducted by Bangor University together with the United Kingdom’s Royal Mail service also
revealed the power of touch, in this case when it came to snail mail. A deeper and longer-lasting impression of a
message was formed when delivered in a letter, as opposed to receiving the same message online. FMRLs(功能性
磁共振成像)showed that, on touching the paper, the emotional center of the brain was activated, thus forming a
stronger bond. The study also indicated that once touch becomes part of the process, it could translate into a sense
of possession. In other words, we simply feel more committed to possess and thus buy an item when we’ve first
touched it. This sense of ownership is simply not part of the equation in the online shopping experience.
As the rituals of purchase in the lead-up to Christmas change, not only do we give less thought to the type of
gifts we buy for our loved ones but, through our own digital wish lists, we increasingly control what they buy for us.
The reality, however, is that no matter how convinced we all are that digital is the way to go, finding real
satisfaction will probably take more than a few simple clicks.
11. According to the author, shoppers are returning their purchases for all the following reasons EXCEPT that ____.
[A] they are unsatisfied with the quality of the purchase
[B] they eventually find the purchase too expensive
[C] they change their mind out of uncertainty
[D] they regret making the purchase without forethought