2022年江蘇大學(xué)英語(yǔ)考試真題卷11測(cè)

2022年江蘇大學(xué)英語(yǔ)考試真題卷（本卷共分為1大題50小題,作答時(shí)間為!80分鐘,總分100分,60分及格。）單位:姓名: 考號(hào):題號(hào)單選題多項(xiàng)選擇判斷題綜合題總分分值得分ー、單項(xiàng)選擇題(共50題,每題2分。每題的備選項(xiàng)中,只有一個(gè)最符合題意)BuyNothingDayThedayafterThanksgiving,alItheworld(atleastintheUS)goesshopping.InAmericathisisthebiggestshoppingdayintheentireyear,knownasBlackFriday,whichsoundsdire,butevidentIyderivesfromthefactthatstorekeeperslosemoneyalIyearandthisisthefirstdayinwhichtheyfinallygetintotheblackwhichmeanstomakemoney.SomestoresalsocalIitGreenFriday.It''sthebiggestdayoftheyearforretailers,whenshopkeeper''scanmeasurewhattheirtakeisgoingtobethisyear,andthehoiidayspiritflowsasfastasthecashregisterscanringitup.Gifts,decorations,candyandmagazinesdisappearquickly,andwoetotheretaiIerwhodoesn''thaveasmuchinstockastheconsumerswant.nBuyitnow"isthephraseoftheday-andpeopIehavebeendoingjustthatforyears,eggedonbytheindustrythatbeginsadvertisinganddecoratingearIierandmoreelaboratelyeachyear.Thisisaboutwaste,conspicuousandexcessiveconsumptionandbeingmanipuIatedbyadvertisingtospendmorethanwehaveonthingswedon''tneed-a11ideaswesupportandpromote.Whatsha11wedoThenaIongcomessomethingIikeInternationaIBuyNothingDay,adaywhenpeopIearoundtheworldpIedgetothemseIvestobuyabsolutelynothingfor24hours.AlwaysadaylaterthantheUSThanksgivingdayinmostnations,thereareactivities,celebrationsanddemonstrationsofvariouskindsagainstover-consumption. PeopIeareencouragedtonotmakeanypurchasesthroughouttheentireday.Theideaistoincreaseparticipants1JawarenessoftheirspendinghabitsandtothinkaboutmassconsumerismanditseffectonthecuIturaIandnaturaIenvironmentoftheworId.Thefamous(orinfamous,dependingonyourpointofview)Adbuster',sMagazineandthefirstBuyNothingDaywerebothstartedbyamannamedKalleLasn,anadvertisingexecutiveturnedanti-consumeristactivist.Heproducedtheadthatthenetworkswouldn''trun.Hetriedtobuyairtimeforitoverandover,butwasturneddown,withremarkstotheeffectthat"there''snolawthatwehaveto"and"it''sinoppositiontothecurrenteconomicpolicyoftheUnitedStates."ButwedohaveTVads.TheBuyNothingDayTVadsofUSAtelIus:"LeaveyourwaIletathomeandcelebrateBuyNothingDay,theannuaIrevoltagainstconsumerculture." "...TheaverageNorthAmericanconsumesfivetimesmorethanaMexican,tentimesmorethanaChineseperson,andthirtytimesmorethanapersonfromIndia.""Wearethemostvoraciousconsumersintheworld..." "...aworldwhichcoulddiebecauseofthewayweNorthAmericanslive...""GiveitarestonBuyNothingDay."ButatTWHQ(TreehuggerWorldHeadquarters)peopIewereseriouslyconfIictedabouttheideaofBuyNothingDay-membersspendtheirtimepromotingeco-retailersanddesignerswhoneedcustomers,notboycotts.Eiresaid,"BlackFridayisalsoanimportantdayforoureco-giftmakerfriends.ThehoiidaysarethetimewhentheygettoshowtheirstuffandmakethemoneytheyneedtogetthroughanotheryearofcompetinginthiscrazyWalmarket.Wehaveputalotofenergyintothegiftguideandsohavetheawesomevendorswhosentusstufftohelppromoteeco-friendlyhoiidaystothepress.Ithinktheydeserveoursupportthistimeofyear,withgiftguidesandotherpromotionthatwecanoffer."SomepeopIesuggest:nBuyNothingDay"isaboutrampantconsumptionofoverpackaged,blisterwrappedrubbish.WeshouIdnotbeonedimensionalaboutthis.WhichisbetterforthepIanetA.Foronedaynobodybuysanything(nextdaytheyhopinthecarandheadofftothema11asnormal)orB.EverybodybuysabieyeIeonthatday.Howtoexpandthemessage:BuyNothingDayPeopIeatTWHQsuggest:一buysomethingfromstore-unwrapped,environmenta11y-friendIy-buyasubscriptiontoCSAorganicproducebox- buymembershiptoacarsharenetwork-buylocal-buyorganic,recycled,nontoxic,reused,durable,functionaI- buycarboncreditsforthefamily'stravelforthepastorupcomingyear—buysolarpanels——buyacompostingtoiletTherearealternativestoBuyingNothingthatareequallypositiveandalmostascheap.ThingsIikecuttingupcreditcardsanddroppinghugenbuynothingMbannersacrossshoppingmailshavefrightenedandangeredsomeretailers.CBS,ABCandNBCrefusestilltoairadspromotingBuyNothingDay.(AtalkingpigandamapofNorthAmericaseemedtobeoffensive.)IfyoubeIievethatpeopIehavetherighttomakedecisionsbasedoninformationinsteadofpropaganda;ifyoubeIievethatover-consumptionisselfish;ifyoubeIievethatshoppingcanbecomeacompuIsivedisorderandifyoubeIievethatitisthevehicleforgettingonedeeperanddeeperindebt,thenpleasedoparticipate.It''seasy.Simplystayhome,buynothingatall.Don''tgoshopping.Don''tbuyanything.Ifyouwork,tA.YB.NC.NGTounderstandthemarketingconcept,itisonIynecessarytounderstandthedifferencebetweenmarketingandse11ing.Nottoomanyyearsago,mostindustriesconcentratedprimarilyontheefficientproductionofgoods,andthenreIiedon"persuasivesalesmanship"tomoveasmuchofthesegoodsaspossible.SuchproductionandsellingfocusesontheneedsoftheseiIertoproducegoodsandthenconvertthemintomoney.Marketing,ontheotherhand,focusesonthewantsofconsumers.Itbeginswithfirstanalyzingthepreferencesanddemandsofconsumersandthenproducinggoodsthatwi11satisfythem.Thiseye-on-the-consumerapproachisknownasthemarketingconcept,whichsimplymeansthatinsteadoftryingtose11whateveriseasiesttoproduceorbuyforresaIe,themakersanddealersfirstendeavortofindoutwhattheconsumerwantstobuyandthengoaboutmakingitavaiIabIeforpurchase.ThisconceptdoesnotimplythatbusinessisbenevoIent（慈善的）orthatconsumersatisfactionisgivenpriorityoverprofitinacompany.Therearealwaystwosidestoeverybusinesstransaction-thefirmandthecustomer-andeachmustbesatisfiedbeforetradeoccurs.Successfulmerchantsandproducers,however,recognizethatthesurestroutetoprofitisthroughunderstandingandcateringtocustomers.AstrikingexampIeoftheimportanceofcateringtotheconsumerpresenteditselfinmid-1985,whenCocaColachangedtheflavorofitsdrink.ThenonacceptanceofthenewfIavorbyasignificantportionofthepubIicbroughtaboutapromptrestorationoftheClassicCoke,whichwasthenmarketedalongsidethenew.KingCustomerruled!Themarketingconceptdiscussedinthepassageis,inessence,.A.aformofpersuasivesalesmanshipthecustomer-centredapproachmakinggoodsavailableforpurchasethepracticeofturninggoodsintomoney3.Inaneventknownasthe"GreatDying",some250millionyearsago,90percentofalImarineIifeandnearlythree-quartersofIand-basedpIantsandanimalswentextinet.ScientistshaveIongdebatedthecauseofthiscalamity-whichoccurredbeforetheeraofdinosaurs-withpossibiIitiesincludingsuchdisastersasmeteorimpacts.ResearchersledbyPeterWardoftheUniversityofWashingtonnowthinktheanswerisgIobaIwarmingcausedbyvoIcanicactivity.Theirfindingsare''reportedinThursday''sonlineeditionofthejournalScience.TheystudiedtheKarooBasinofSouthAfrica,usingchemical,biologicalandotherevidencetorelatelayersofsedimenttheretosimilarlayersinChinathatpreviousresearchhastiedtothemarineextinetionatthesameperiod.Studyinga1,000-footthicksectionofexposedsediment,Ward,'steamfoundevidenceofagradualextinetionoverabout10mi11ionyearsf〇11owedbyasharpincreaseinextinetionratethatIastedanother5mi11ionyears.TheybeIievethattheextinetionswerecausedbygIobaIwarmingandoxygendeprivationoverlongperiodsoftime.MassivevoIcanicflowsinwhatisnowSiberiabroughtonthewarmingwhile,atthesametime,geologicactioncausedgIobaIseaIeveIstodrop,Wardexplained."Onceyouexposeahugeamountofunderwatersedimenttotheatmosphere,twoverybadthingshappen-ahugeamountofcarboninthesedimentsisreleasedandalsomethane.Once(methane)hitstheatmosphereit''sthemostefficientgreenhousegasontheplanet,Hhesaid.Thatprovidedaone-twopunchofwarmingandadeclineinoxygenIeveIs,hesaid."SomeofushavebeentoyingwiththeideathatdinosaursevoIvedtobeaIow-oxygenadaptation,"resultingfromthisera,Wardsaid,"WeknowbirdscanIiveatmuchloweroxygenconcentrationsthanwedo,andwethinkthereweresimilarlungadaptationsindinosaurs."Currentlytheatmosphereconsistsofabout21percentoxygen,buttheadditionofgasesatthattimecouldhaveloweredIeveIsto16percentorless,Wardsaid."lfyoudidn''tIiveonthesealevelyoudidn"tlive,“hecommented,reflectingthefactthatoxygenconcentrationsdeciinewithaltitude.TheresultwouldhavebeentoeliminatehalftheIivingspaceontheplanet,saidWard.AccordingtoPeterWard''sresearch,.90%ofanimalsandplantswentextinct250millionyearsagodinosaursdiedoffasaresultofmeteorimpactsthe"GreatDying"hasmuchtodowithvolcanicactivityD.globalwarmingplayedaminorpartinthe"GreatDying"4.Inaneventknownasthe"GreatDying",some250millionyearsagof90percentofalImarineIifeandnearlythree-quartersofIand-basedpIantsandanimalswentextinet.ScientistshaveIongdebatedthecauseofthiscalamity-whichoccurredbeforetheeraofdinosaurs-withpossibiIitiesincludingsuchdisastersasmeteorimpacts.ResearchersledbyPeterWardoftheUniversityofWashingtonnowthinktheanswerisglobalwarmingcausedbyvoIcanicactivity.Theirfindingsare''reportedinThursday''sonlineeditionofthejournalScience.TheystudiedtheKarooBasinofSouthAfrica,usingchemical,biologicalandotherevidencetorelatelayersofsedimenttheretosimilarIayersinChinathatpreviousresearchhastiedtothemarineextinetionatthesameperiod.Studyinga1,000-footthicksectionofexposedsediment,Ward''steamfoundevidenceofagraduaIextinetionoverabout10mi11ionyearsf〇IIowedbyasharpincreaseinextinetionratethatlastedanother5mi11ionyears.TheybeIievethattheextinetionswerecausedbygIobaIwarmingandoxygendeprivationoverlongperiodsoftime.MassivevoIcanicflowsinwhatisnowSiberiabroughtonthewarmingwhiIe,atthesametime,geologicactioncausedgIobaIseaIeveIstodrop,Wardexplained."Onceyouexposeahugeamountofunderwatersedimenttotheatmosphere,twoverybadthingshappen—ahugeamountofcarboninthesedimentsisreleasedandalsomethane.Once(methane)hitstheatmosphereit''sthemostefficientgreenhousegasontheplanet,Mhesaid.Thatprovidedaone-twopunchofwarmingandadeclineinoxygenIeveIsvhesaid.MSomeofushavebeentoyingwiththeideathatdinosaursevoIvedtobeaIow-oxygenadaptation,Mresultingfromthisera,Wardsaid,nWeknowbirdscanIiveatmuchloweroxygenconcentrationsthanwedo,andwethinkthereweresimilarlungadaptationsindinosaurs."Currentlytheatmosphereconsistsofabout21percentoxygen,buttheadditionofgasesatthattimecouldhaveloweredIeveIsto16percentorless,Wardsaid."Ifyoudidn''tIiveonthesealevelyoudidn''tlive,“hecommented,reflectingthefactthatoxygenconcentrationsdecIinewithaltitude.Theresultwouldhavebeentoeliminatehalfthelivingspaceontheplanet,saidWard.Thephrase"broughton"(Line1,Para4.)mostprobablymeans.causetohappenacceleratediminishsustain5.Tounderstandthemarketingconcept,itisonIynecessarytounderstandthedifferencebetweenmarketingandse11ing.Nottoomanyyearsago,mostindustriesconcentratedprimarilyontheefficientproductionofgoods,andthenreIiedon"persuasivesalesmanship"tomoveasmuchofthesegoodsaspossible.SuchproductionandsellingfocusesontheneedsoftheseiIertoproducegoodsandthenconvertthemintomoney.Marketing,ontheotherhand,focusesonthewantsofconsumers.Itbeginswithfirstanalyzingthepreferencesanddemandsofconsumersandthenproducinggoodsthatwi11satisfythem.Thiseye-on-the-consumerapproachisknownasthemarketingconcept,whichsimplymeansthatinsteadoftryingtose11whateveriseasiesttoproduceorbuyforresaIe,themakersanddealersfirstendeavortofindoutwhattheconsumerwantstobuyandthengoaboutmakingitavaiIabIeforpurchase.ThisconceptdoesnotimplythatbusinessisbenevoIent（慈善的）orthatconsumersatisfactionisgivenpriorityoverprofitinacompany.Therearealwaystwosidestoeverybusinesstransaction-thefirmandthecustomer-andeachmustbesatisfiedbeforetradeoccurs.Successfulmerchantsandproducers,however,recognizethatthesurestroutetoprofitisthroughunderstandingandcateringtocustomers.AstrikingexampIeoftheimportanceofcateringtotheconsumerpresenteditselfinmid-1985,whenCocaColachangedthefIavorofitsdrink.ThenonacceptanceofthenewfIavorbyasignificantportionofthepubIicbroughtaboutapromptrestorationoftheClassicCoke,whichwasthenmarketedaIongsidethenew.KingCustomerruled!WhatwasthemainconcernofindustrialistsbeforethemarketingconceptwaswidelyacceptedTheneedsofthemarket.Thepreferencesofthedealer.Theefficiencyofproduction.D.Thesatisfactionoftheuser.6.Inaneventknownasthe"GreatDying",some250millionyearsago,90percentofalImarineIifeandnearlythree-quartersofIand-basedpIantsandanimalswentextinet.ScientistshaveIongdebatedthecauseofthiscalamity-whichoccurredbeforetheeraofdinosaurs-withpossibiIitiesincludingsuchdisastersasmeteorimpacts.ResearchersledbyPeterWardoftheUniversityofWashingtonnowthinktheanswerisglobalwarmingcausedbyvoIcanicactivity.Theirfindingsare''reportedinThursday*sonlineeditionofthejournalScience.TheystudiedtheKarooBasinofSouthAfrica,usingchemical,biologicalandotherevidencetorelatelayersofsedimenttheretosimilarlayersinChinathatpreviousresearchhastiedtothemarineextinetionatthesameperiod.Studyinga1,000-footthicksectionofexposedsediment,Ward''steamfoundevidenceofagradualextinetionoverabout10mi11ionyearsf〇IIowedbyasharpincreaseinextinetionratethatIastedanother5mi11ionyears.TheybeIievethattheextinetionswerecausedbygIobaIwarmingandoxygendeprivationoverlongperiodsoftime.MassivevolcanicflowsinwhatisnowSiberiabroughtonthewarmingwhile,atthesametime,geologicactioncausedgIobaIseaIeveIstodrop,Wardexplained.11Onceyouexposeahugeamountofunderwatersedimenttotheatmosphere,twoverybadthingshappen-ahugeamountofcarboninthesedimentsisreleasedandalsomethane.Once(methane)hitstheatmosphereit''sthemostefficientgreenhousegasontheplanet,"hesaid.Thatprovidedaone-twopunchofwarmingandadeclineinoxygenIeveIs,hesaid.MSomeofushavebeentoyingwiththeideathatdinosaursevoIvedtobeaIow-oxygenadaptation,Mresultingfromthisera,Wardsaid,"WeknowbirdscanIiveatmuchloweroxygenconcentrationsthanwedo,andwethinkthereweresimilarlungadaptationsindinosaurs."Currentlytheatmosphereconsistsofabout21percentoxygen,buttheadditionofgasesatthattimecouldhaveloweredIeveIsto16percentorless,Wardsaid."Ifyoudidn''tIiveonthesealevelyoudidn''tlive,“hecommented,reflectingthefactthatoxygenconcentrationsdeciinewithaltitude.TheresultwouldhavebeentoeIiminatehalfthelivingspaceontheplanet,saidWard.Thegreenhouseeffectresultedhundredsofmillionyearsagowhentheatmospherechangeddramaticallyoxygenlevelsontheearthbecamelowerthesealevelsbecamelowergreatlythesedimentgaveoffenormouscarbonandmethane7.Tounderstandthemarketingconcept,itisonIynecessarytounderstandthedifferencebetweenmarketingandse11ing.Nottoomanyyearsago,mostindustriesconcentratedprimarilyontheefficientproductionofgoods,andthenreIiedon"persuasivesalesmanship"tomoveasmuchofthesegoodsaspossible.Suchproductionandsellingfocusesontheneedsofthesellertoproducegoodsandthenconvertthemintomoney.Marketing,ontheotherhand,focusesonthewantsofconsumers.Itbeginswithfirstanalyzingthepreferencesanddemandsofconsumersandthenproducinggoodsthatwi11satisfythem.Thiseye-on-the-consumerapproachisknownasthemarketingconcept,whichsimplymeansthatinsteadoftryingtose11whateveriseasiesttoproduceorbuyforresaIe,themakersanddealersfirstendeavortofindoutwhattheconsumerwantstobuyandthengoaboutmakingitavaiIabIeforpurchase.ThisconceptdoesnotimplythatbusinessisbenevoIent(慈善的)orthatconsumersatisfactionisgivenpriorityoverprofitinacompany.ThereareaIwaystwosidestoeverybusinesstransaction-thefirmandthecustomer-andeachmustbesatisfiedbeforetradeoccurs.Successfulmerchantsandproducers,however,recognizethatthesurestroutetoprofitisthroughunderstandingandcateringtocustomers.AstrikingexampIeoftheimportanceofcateringtotheconsumerpresenteditselfinmid-1985,whenCocaColachangedthefIavorofitsdrink.ThenonacceptanceofthenewflavorbyasignificantportionofthepubIicbroughtaboutapromptrestorationoftheClassicCoke,whichwasthenmarketedalongsidethenew.KingCustomerruled!Accordingtothepassage,Mtomoveasmuchofthesegoodsaspossible"(Line3,Para.I)means.toredesignthesegoodsforlarge-scaleproductiontotransportgoodsasefficientlyaspossibletosellthelargestpossibleamountofgoodstodisposeofthesegoodsinlargequantities8.Inaneventknownasthe“GreatDying",some250millionyearsago,90percentofalImarineIifeandnearlythree-quartersofIand-basedpIantsandanimalswentextinet.ScientistshaveIongdebatedthecauseofthiscalamity-whichoccurredbeforetheeraofdinosaurs-withpossibiIitiesincludingsuchdisastersasmeteorimpacts.ResearchersledbyPeterWardoftheUniversityofWashingtonnowthinktheanswerisgIobaIwarmingcausedbyvoIcanicactivity.TheirfindingsarereportedinThursday''sonlineeditionofthejournalScience.TheystudiedtheKarooBasinofSouthAfrica,usingchemical,biologicalandotherevidencetorelatelayersofsedimenttheretosimilarlayersinChinathatpreviousresearchhastiedtothemarineextinetionatthesameperiod.Studyinga1,000-footthicksectionofexposedsediment,Ward''steamfoundevidenceofagraduaIextinetionoverabout10miIIionyearsf〇IIowedbyasharpincreaseinextinetionratethatIastedanother5mi11ionyears.TheybeIievethattheextinctionswerecausedbygIobaIwarmingandoxygendeprivationoverlongperiodsoftime.MassivevoIcanicflowsinwhatisnowSiberiabroughtonthewarmingwhiIe,atthesametime,geologicactioncausedgIobaIsealevelstodrop,WardexpIained.M0nceyouexposeahugeamountofunderwatersedimenttotheatmosphere,twoverybadthingshappen—ahugeamountofcarboninthesedimentsisreleasedandalsomethane.Once(methane)hitstheatmosphereit''sthemostefficientgreenhousegasontheplanet,Mhesaid.Thatprovidedaone-twopunchofwarmingandadeclineinoxygenIeveIs,hesaid.MSomeofushavebeentoyingwiththeideathatdinosaursevoIvedtobeaIow-oxygenadaptation,"resultingfromthisera,Wardsaid,nWeknowbirdscanIiveatmuchloweroxygenconcentrationsthanwedo,andwethinkthereweresimilarlungadaptationsindinosaurs."Currentlytheatmosphereconsistsofabout21percentoxygen,buttheadditionofgasesatthattimecouldhaveloweredIeveIsto16percentorless,Wardsaid."Ifyoudidn''tliveonthesealevelyoudidn''tIive,"hecommented,reflectingthefactthatoxygenconcentrationsdecIinewithaltitude.TheresultwouldhavebeentoeIiminatehalfthelivingspaceontheplanet,saidWard.Itcanbeinferredthatdinosaurs''Iow-oxygenadaptation.wasuniqueinevolutionevolvedoutofthelow-oxygenenvironmenthundredsofmillionyearsagoishardtoexplaincausedtheirextinction9.Tounderstandthemarketingconcept,itisonIynecessarytounderstandthedifferencebetweenmarketingandseiIing.Nottoomanyyearsago,mostindustriesconcentratedprimarilyontheefficientproductionofgoods,andthenreIiedon"persuasivesalesmanship"tomoveasmuchofthesegoodsaspossible.SuchproductionandsellingfocusesontheneedsoftheseiIertoproducegoodsandthenconvertthemintomoney.Marketing,ontheotherhand,focusesonthewantsofconsumers.Itbeginswithfirstanalyzingthepreferencesanddemandsofconsumersandthenproducinggoodsthatwi11satisfythem.Thiseye-on-the-consumerapproachisknownasthemarketingconcept,whichsimplymeansthatinsteadoftryingtose11whateveriseasiesttoproduceorbuyforresaIe,themakersanddealersfirstendeavortofindoutwhattheconsumerwantstobuyandthengoaboutmakingitavaiIabIeforpurchase.ThisconceptdoesnotimplythatbusinessisbenevoIent（慈善的）orthatconsumersatisfactionisgivenpriorityoverprofitinacompany.ThereareaIwaystwosidestoeverybusinesstransaction-thefirmandthecustomer-andeachmustbesatisfiedbeforetradeoccurs.Successfulmerchantsandproducers,however,recognizethatthesurestroutetoprofitisthroughunderstandingandcateringtocustomers.AstrikingexampIeoftheimportanceofcateringtotheconsumerpresenteditselfinmid-1985,whenCocaColachangedthefIavorofitsdrink.ThenonacceptanceofthenewflavorbyasignificantportionofthepubIicbroughtaboutapromptrestorationoftheClassicCoke,whichwasthenmarketedaIongsidethenew.KingCustomerruled!WhatdoestherestorationoftheClassicCokebestiIlustrateProductsmustbedesignedtosuitthetasteoftheconsumer.Consumerswithconservativetastesareoftendifficulttoplease.Ittakestimeforanewproducttobeacceptedbythepublic.Traditionalgoodshaveastrongerappealtothemajorityofpeople.10.Tounderstandthemarketingconcept,itisonlynecessarytounderstandthedifferencebetweenmarketingandse11ing.Nottoomanyyearsago,mostindustriesconcentratedprimarilyontheefficientproductionofgoods,andthenreliedon"persuasivesalesmanship"tomoveasmuchofthesegoodsaspossible.SuchproductionandsellingfocusesontheneedsoftheseiIertoproducegoodsandthenconvertthemintomoney.Marketing,ontheotherhand,focusesonthewantsofconsumers.Itbeginswithfirstanalyzingthepreferencesanddemandsofconsumersandthenproducinggoodsthatwi11satisfythem.Thiseye-on-the-consumerapproachisknownasthemarketingconcept,whichsimplymeansthatinsteadoftryingtose11whateveriseasiesttoproduceorbuyforresaIe,themakersanddealersfirstendeavortofindoutwhattheconsumerwantstobuyandthengoaboutmakingitavaiIabIeforpurchase.ThisconceptdoesnotimplythatbusinessisbenevoIent（慈善的）orthatconsumersatisfactionisgivenpriorityoverprofitinacompany.ThereareaIwaystwosidestoeverybusinesstransaction-thefirmandthecustomer-andeachmustbesatisfiedbeforetradeoccurs.SuccessfuImerchantsandproducers,however,recognizethatthesurestroutetoprofitisthroughunderstandingandcateringtocustomers.AstrikingexampIeoftheimportanceofcateringtotheconsumerpresenteditselfinmid-1985,whenCocaColachangedtheflavorofitsdrink.ThenonacceptanceofthenewflavorbyasignificantportionofthepubIicbroughtaboutapromptrestorationoftheClassicCoke,whichwasthenmarketedalongsidethenew.KingCustomerruled!Indiscussingthemarketingconcept,theauthorfocuseson.itssocialimpactitstheoreticalbasisitspossibleconsequenceitsmaincharacteristic11.Inaneventknownasthe"GreatDying",some250millionyearsago,90percentofalImarineIifeandnearlythree-quartersofIand-basedpIantsandanimalswentextinct.ScientistshaveIongdebatedthecauseofthiscalamity-whichoccurredbeforetheeraofdinosaurs-withpossibiIitiesincludingsuchdisastersasmeteorimpacts.ResearchersledbyPeterWardoftheUniversityofWashingtonnowthinktheanswerisglobalwarmingcausedbyvoIcanicactivity.Theirfindingsare'reportedinThursday,9sonlineeditionofthejournalScience.TheystudiedtheKarooBasinofSouthAfrica,usingchemicaI,biologicalandotherevidencetorelatelayersofsedimenttheretosimilarlayersinChinathatpreviousresearchhastiedtothemarineextinetionatthesameperiod.Studyinga1,000-footthicksectionofexposedsediment,Ward19steamfoundevidenceofagraduaIextinetionoverabout10mi11ionyearsf〇IIowedbyasharpincreaseinextinetionratethatIastedanother5mi11ionyears.TheybeIievethattheextinetionswerecausedbygIobaIwarmingandoxygendeprivationoverlongperiodsoftime.MassivevoIcanicflowsinwhatisnowSiberiabroughtonthewarmingwhiIe,atthesametime,geologicactioncausedgIobaIseaIeveIstodrop,WardexpIained.M0nceyouexposeahugeamountofunderwatersedimenttotheatmosphere,twoverybadthingshappen—ahugeamountofcarboninthesedimentsisreleasedandalsomethane.Once(methane)hitstheatmosphereit',sthemostefficientgreenhousegasontheplanet,Mhesaid.Thatprovidedaone-twopunchofwarmingandadeclineinoxygenIeveIs,hesaid.MSomeofushavebeentoyingwiththeideathatdinosaursevoIvedtobeaIow-oxygenadaptation,nresultingfromthisera,Wardsaid,nWeknowbirdscanIiveatmuchloweroxygenconcentrationsthanwedo,andwethinkthereweresimilarlungadaptationsindinosau