Making an apology is not the same as making amends. Sometimes we apologize just because it’s the easiest thing to do. What’s actually important is to identify where we go wrong, take full responsibility for our mistakes and , if possible, try to make up for them.
A recent case involving Hewlett-Packed, the US computer giant, shows the importance of presenting a sincere apology. The Chinese consumers who had bought notebook computers of certain models, which have been put on Chinese market since 2007, suffered a massive flash screen failures and overheating problems. Through investigation, Chinese AQSIQ (国家质检总局) identified these HP computers had quality problems and HP admitted this. HP made a proposal that they would extend the warranty (保修) period of such computers, but this could not satisfied the consumers. What they needed was a thorough description of the truth. HP has “sincerely” apologized. But the consumers remain angry, and say that only a product recall — as HP has done in the past — will prove that the apology is sincere.
Another apology that fell flat on its face was that of Thierry Henry, the famous French footballer. His deliberate handball in November 2009 created the goal which knocked Ireland out of the 2010 World Cup. The incident caused great anger in the football world, and eventually Henry issued an apology. Two days later, he wrote, “I’m not the referee…but if I hurt someone I’m sorry.” Better late than never, perhaps, but even then he passed the blame onto the referee!
Such high-profile cases, which attract a lot of publicity often under the spotlight, but similar incidents occur in our everyday lives. Stress caused by schoolwork and tiredness can sometimes result in outbursts of anger against friends and family. Have you ever lost your temper for minor reasons? After calming down, most people are quick to realize their mistake and apologize. But it’s just as important to identify what caused the error in the first place and take action to ensure it doesn’t happen again.
No one should hold a negative attitude to making a sincere apology. Empty words are easy to say, but they are as useless as they sound. A real show of remorse（痛悔;自责）demands hard work and commitment to put error right.
1.What does the author intend to tell us in the case of HP?
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A．A true apology needs sincere actions. |
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B．HP should recall all the faulty computers. |
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C．Good quality makes a good company. |
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D．A company should apologize and pay for their mistakes. |
2. According to the author, when we do anything wrong we firstly _________.
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A．make an apology face to face honestly |
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B．admit we were wrong and try to make the wrong right |
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C．take the responsibility for apologizing to others |
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D．choose the easiest thing to do |
3.We can infer from the case of Thierry Henry that _________ .
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A．it’s never too late to say “I’m sorry.” |
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B．writing an apology is not a good idea |
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C．Henry didn’t identify his fault. |
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D．the football fans were mad with Henry. |
4.Which of the following can best explain the word “commitment” in the last paragraph?
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A．Decision. |
B．Promise. |
C．Agreement. |
D．Responsibility. |
5. What’s the best title of this passage?
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A．What really puts things right |
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B．Don’t apologize easily |
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C．Making an apology — no one is out of exception |
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D．How to judge an apology — sincere enough? |
科目：高中英语 来源： 题型：阅读理解
Making an advertisement for television often costs more than a movie．For example, a two-hour movie costs $ 6 million to make．A TV commercial can cost more than $ 6 000 a second．And that does not include cost of paying for air time(电视节目开始的时间)．Which is more valuable, the program or the ad? In terms of money--and making money is what television is all about the commercial is by far the more important．
Research, market testing, talent, time and money-----all come together to make us want to buy a product．No matter how bad we think a commercial is, it works．The sales of Charm went up once the ads began．TV commercials actually buy their way into our head．We, in turn, buy the product．
And the ads work because so much time an attention are given them．Here are some rules of commercial ad making．If you want to get the low middle-class buyer, make sure the announcer has a tough, manly voice．Put some people in the ad who work with their hands．If you want to sell to upper-class audience, make sure that the house, the furniture, and the hair style are the types that the group identifies (识别) with．If you want the buyer feel superior to the character selling the product, then make that person so stupid or silly that everyone will feel great about himself or herself
We laugh at commercials．We don't think we pay that much attention them．But facts show we are kidding ourselves．The making of a commercial that costs so much money is not kid stuff．It's big, big business．And it's telling us what to think, what we need, and what to buy．To put it simply, the TV commercial is a form of brainwashing．
TV commercials are more important than other programs to television because _______．
A．they bring in great profits (利润) B．they require a lot of money to make
C．they are not difficult to produce D．they attract more viewers than other programs
The purpose of all the efforts made in turning out TV commercials is ________．
A．to persuade people to buy the product B．to show how valuable the product is
C．to test the market value of the product D．to make them as interesting as TV movies
From the rules set for making commercial ads, we can see that_________．
A．the lower-middle-class buyer likes to work with his hand
B．the more stupid the characters, the more buyers of the product
C．ad designers attract different people with different skills
D．an upper-class buyer is more interested in houses and furniture than a lower-middle-class buyer
It is believed by the writer that_________．
A．few people like to watch TV commercials
B．TV commercials are a good guide to buyers
C．TV commercials often make people laugh
D．people do not think highly of TV commercials
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科目：高中英语 来源：2013-2014学年湖北省襄阳市四校高二上学期期中考试英语试卷（解析版） 题型：阅读理解
No matter what type of business you run, it has to deal with situations in which things go wrong from your customer’s point of view. Complaints can be a great source of information for the organizations. So it’s important to learn to deal with customer complaints efficiently.
Firstly, listen actively to what the customer has to say by keeping comfortable eye contact and giving full attention with no interrupting. You should also show your customer that you do understand him.
Secondly, when receiving a complaint you should apologize for the failure the customer has identified. It’s important for you to know that your apology must appear authentic to the customer, and not an empty exercise. And also you should show the customer you’ve accepted the responsibility and provide him with choices if you have some in hand or otherwise assure the customer you’ll do something about his complaint.
Thirdly, talk with the consumer and discover the best means to resolve his problem. There will be times when, after gathering the facts of a situation, you’ll be unable to resolve the problem immediately. In this case it’s important to let your customer know how long it’ll take to take action on his complaint.
Fourthly, a simple “Thank you” is one way to let the customer know you appreciate the time and effort he has taken to inform you about a problem with your company’s service or product you need to know about.
Lastly, give your customer something that shows your appreciation for him giving the feedback to you. And let him know you’re sorry for the mistake that was made. It isn’t necessary to give something that is costly; but a coupon(赠券) for a free drink or movie is fine.
Your professional and well-organized method of dealing with your customer complaints is one more way that will make you stay ahead of your competitors.
1.What does the passage mainly talk about?
A. Importance of dealing with customer complaints.
B. Effects of customer complaints on business.
C. Tips for handling complaints from customers.
D. Several factors resulting in customer complaints.
2.The author thinks that customer complaints _____________.
A. are easy to deal with B. are really quite annoying
C. can actually be avoided D. are sometimes beneficial
3.The underlined word “authentic” in Paragraph 3 most probably means _______.
A. touching B. believable C. attractive D. clever
4.According to the passage, what is the first thing you should do when facing the customer complaints?
A. Showing sincere attitude.
B. Making an honest apology.
C. Making an absolute promise.
D. Listening to the complaint attentively.
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科目：高中英语 来源：2012-2013学年浙江省高三4月月考英语试卷（解析版） 题型：阅读理解
Suleman Dawood
S c h o o l o f B u s i n e s s
“Become a part of the community dedicated to excellence and knowledge creation.”
Lahore University of Management Science is a premier institution known for its academic excellence. It offers a diverse range of undergraduate, graduate and doctoral programs in the areas of management, computer science, computer engineering, economics, law and social science.
Suleman Dawood School of Business (SDSB) of the University is recognized as one of the most prestigious(有声望的)business schools in the region. SDSB offers programs at the graduate (MBA, EMBA) and the undergraduate (BSc Accounting and Finance) levels and also offers executive education. The school is now ready to launch a world-class PhD programme.
Faculty (全体员工) Positions Subject Areas
Why Join LUMS
Applicants should forward their letter of interest and detailed curriculum vitae（个人简历） with a passport size photograph to the following address:
Convenor, SDSB Faculty Search Committee
Suleman Dawood School of Business
Lahore University of Management Science, Opposite Sector U, D.H.A. Lahore, Pakistan
Email: sdsbfacultyjobs@lums.edu.pk URL:www.lums.edu.pk
1.From the text, we can learn that .
A．SDSB is one of the schools in LUMS
B．SDSB is known for its academic excellence
C．LUMS is one of the most famous business schools in the region
D．SDSB offers a diverse range of programs in the areas of management
2. Why does SDSB need faculty members?
A．The school needs state-of-art teaching and research facilities.
B．The faculty is recruited from the finest universities of the world.
C．The school is making an expansion thanks to some major sponsorship.
D．The school needs permanent and visiting faculty positions.
3.If you joined LUMS, you would .
A．study supply chain management
B．have high quality teacher intake
C．get a PhD from a well-known university
D．have the opportunity for professional growth and development
4.Applicants should provide the information except .
A．a photograph B．a PhD certificate
C．a letter of interest D．detailed curriculum vitae
5. What type of article do you think this text is?
A．A novel. B．A poem. C．An advertisement. D．A play.
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科目：高中英语 来源：2012年人教版高中英语必修五Unit3 练习卷（解析版） 题型：其他题
Making an advertisement for television often costs more than a movie. For example, a two-hour movie costs $6 million to make. A TV commercial can cost more than $ 600 a second. 54 Which is more valuable, the program or the ad? In terms of money---and making money is what television is all about—the commercial is by far the most important.
Research, market testing, talent, and money—all come together to make us want to buy a product. 55 The sales of charm went up once the ads began. TV commercials actually buy their way into our head. 56
And the ads work because so much time and attention are given to them. 57 If you want to get a lower-middle-class buyer, make sure the announcer has a tough, manly voice. Put some people in the ad who work with their hands. If you want to sell the products to an upper-class audience, make sure that the house, the furniture, and the hairstyles are the types that the group agree with . if you want the buyer to feel superior to the character selling the product, then make that person so stupid or silly that everyone will feel great about himself or herself.
We laugh at commercials. We don’t think we pay much attention to them. 58 The making of a TV commercial that costs so much money is not a kid stuff. It’s a big,big business. And it’s telling us what to think, what we need, and what to buy. To put it simple, the TV commercial is a form of brainwashing.
|
A．No matter how bad we think a commercial is, it works. |
|
B．And this does not include the cost of paying for air time. |
|
C．We, in return, buy the product. |
|
D．The purpose of all the efforts made in producing TV commercials is to show how valuable the product is. |
E. Here are some rules of commercial ad making.
F. TV commercials are a good guide to buyers.
G. But evidence shows we are kidding ourselves.
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科目：高中英语 来源：2011年浙江省宁波市高一上学期期末考试英语卷 题型：阅读理解
Britain is facing a sharp rise in its rat population as growing numbers of people leave what they cannot finish of the fast food in the street, an environment group warned .Keep Britain Tidy said the rats were stopping their traditional hunts underground and were running across the streets, invited by burgers, pizzas and crisps left behind by man. “The rat population is on the rise and soon it’ll be as common to see a rat on our street as it is to see a dog or a cat,” said group Director, Sue Nelson. The practice of spreading fast food litter and scraps on the street rather than in the dustbin—with young men the worst group—was behind the rise. According to the National Rodent Survey in 2005, Britain’s rat population has grown by nearly one quarter since 2000 and is now estimated at 60 million, two million more than the human population. On average a rat can give birth every 24-28 days and just a single pair of rats can produce a family of 2,000 a year. Around 200 people a year get Weil’s Disease –an infection which can lead to liver or kidney（肝肾）failure and eventually death and which is carried in rats’ waste. To attract people’s attention to the problem, Keep Britain Tidy produced a cinema ad with a title “How close do you want them to get?” The ad gave a shocking image of a young woman sleeping in a bed of rats--reminding people of the terrible scene from James Herbert’s classic horror tale The Rats, in which rats begin to hunt for humans.
1.Where did the rats use to search for food?
A. In the street B. Under the ground
C. From the dustbins D. In burger shops
2.What was the rat population in Britain in 2000 according to the writer?
A. Around 60 million B. Around 45 million
C. Around 38 million D. Around 2 million
3.We may infer from the passage that ______________.
A. Weil’s Disease will finally end the world
B. pizzas and crisps will become unpopular
C. rats will put human beings’ life in danger
D. young people should take the responsibility for the rat population
4.By writing the passage, the author tries to _____________.
A. close some of the burger and pizza restaurants
B. draw the public attention to the problem of rats
C. prevent the rats from growing up
D. making an advertisement for the classic horror tale The Rats
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