2008中科院英语翻译全文(15分)
One of the most difficult situations that a researcher can encounter is to see or suspect that a colleague has violated the ethical standards of the research community. It is easy to find excuses to do nothing, but someone who has witnessed misconduct has an unmistakable obligation to act. At the most immediate level, misconduct can seriously obstruct or damage one's own research or the research of colleagues. More broadly, even a single case of misconduct can malign scientists and their institutions, result in the imposition of counterproductive regulations, and shake public confidence in the integrity of science.
翻译：研究人员可能遇到的一种最困难的处境是，看到或怀疑一个同事，违背了研究集体的道德标准。找个借口不采取行动是容易的，但是，你已经能证实不轨行为，你就有明显的责任去采取行动。不轨行为能直接地严重阻碍或破坏他自己的研究或同事的研究。广义地说，即使是一个不轨行为，也能中伤科学家和他们的单位，导致不利于科研出成果的法规的实行，并动摇公众对科学诚实性的信心。
To be sure, raising a concern about unethical conduct is rarely an easy thing to do. In some cases, anonymity is
possible-but not always. Reprisals by the accused person and by skeptical colleagues have occurred in the past
and have had serious consequences. Any allegation of misconduct is a very important charge that needs to be
taken seriously. If mishandled, an allegation can gravely damage the person charged, the one who makes the
charge, the institutions involved, and science in general.
翻译：诚然，揭发一个不道德行为问题，大都不是一件容易的事。有时候，匿名是可能的，但不总是这样。过去，曾发生被控告者或被怀疑的同事进行报复的事并产生了严重后果。关于不轨行为的任何举报，都是一个需要认真对待的重要指控。如果处理不当，一个举报能严重伤害被控告者、指控者、有关单位、乃至整个科学。
Someone who is confronting a problem involving research ethics usually has more options than are immediately
apparent. In most cases the best thing to do is to discuss the situation with a trusted friend or advisor. In universities, faculty advisors, department chairs, and other senior faculty can be invaluable sources of advice in deciding whether to go forward with a complaint.
An important consideration is deciding when to put a complaint in writing. Once in writing, universities are obligated to deal with a complaint in a more formal manner than if it is made verbally. Putting a complaint in writing can have serious consequences for the career of a scientist and should be undertaken only after thorough consideration.
翻译：一个面对科研道德问题的人，通常除立即公开此事外，还有更多的选择。在大多数情况下，最好的方法是与一个值得信任的朋友或导师讨论此事。在大学里，指导老师、系主任和其他高级教师，在决定是否提出投诉时，能提供宝贵的意见。在开始写投诉时要慎重考虑。一旦有书面投诉，学校有责任用比处理口头投诉更正规的方式进行处理。书面投诉对科学家的职业生涯会产生严重后果，只有完全考虑清楚后才能进行。
The National Science Foundation and Public Health Service require all research institutions that receive public funds to have procedures in place to deal with allegations of unethical practice. These procedures take into account fairness for the accused, protection for the
accuser , coordination with funding agencies, and requirements for confidentiality and disclosure.
翻译：国家科学基金会和公共卫生署，要求所有接受公共基金的研究单位有处理举报不道德行为的措施。这些措施涉及公平对待被告、保护投诉人、与基金管理机构协调、并根据要求保密及公开。
In addition, many universities and other research institutions have designated an ombudsman, ethics officer, or other official who is available to discuss situations involving research ethics. Such discussions are carried out in strictest confidence whenever possible. Some institutions provide for multiple entry points, so that complainants can go to a person with whom they feel comfortable.
翻译：另外，许多大学和其他研究单位设立了投诉官员、道德官员或其他可以讨论科研道德问题的官员。这种讨论在尽可能极其保密的情况下进行。有些单位提供了多种途径，投诉者可以选择使他们有好感的人讨论问题。
句子翻译：1、广义地说，即使是一个不轨行为，也能中伤科学家和他们的单位，导致不利于科研出成果的法规的实行，并动摇公众对科学诚实性的信心。
2、如果处理不当，一个举报能严重伤害被控告者、指控者、有关单位、乃至整个科学。
3、在大多数情况下，最好的方法是与一个值得信任的朋友或导师讨论此事。在大学里，指导老师、系主任和其他高级教师，在决定是否提出投诉时，能提供宝贵的意见
4、书面投诉对科学家的职业生涯会产生严重后果，只有完全考虑清楚后才能进行。
5、这些措施涉及公平对待被告、保护投诉人、与基金管理机构协调、并根据要求保密及公开。
2008年3月其中一篇考博阅读A
By Jonathan Myerson
Walking through my train yesterday, staggering from my seat to the buffet and back, I counted five people reading Harry Potter novels. Not children—these were real grown-ups reading children's books. It was as if I had wandered into a John Wyndham scenario where the adults' brains have been addled by a plague and they have returned to childishness, avidly hunting out their toys and colouring-in books.
Maybe that would have been understandable. If these people had jumped whole-heartedly into a second childhood it would have made more sense. But they were card-carrying grown-ups with laptops and spreadsheets returning from sales meetings and seminars. Yet they chose to read a children's book.
I don't imagine you'll find this headcount exceptional. You can no longer get on the London Tube and not see a Harry Potter book, and I presume the same is true on the Glasgow Metro or the Manchester trams, or the beaches of Ibiza or clubs of Ayia Napa. Who told these adults they should read a kids' book? Do we see them ploughing through Tom's Midnight Garden? Of course not; if you suggested it they would rightly stare, bemused, and say: "Isn't that a kids' book? Why would I want to read that? I'm 37/42/63."
Nor is it just the film; these throwback readers were out there in droves long before the movie campaign opened. Warner Brothers knows it can't hope to recoup its reputed $100m costs through ticket sales to children alone. But the adult desire to tangle with Harry, Hermione and Voldemort existed long before the director Chris Columbus got his hands on the story.
So who are these adult readers who have made JK Rowling the second-biggest female earner in Britain (after Madonna)? As I have tramped along streets knee-deep in Harry Potter paperbacks, I've mentally slotted them into three groups.
First come the Never-Readers, whom Harry has enticed into opening a book. Is this a bad thing? Probably not. Ever since the invention of moving pictures, the written word has struggled to be as instantaneously exciting. Writing has many advantages over film, but it can never compete with its magnetic punch. If these books can re-establish the novel as a thrilling experience for some people, then this can only be for the better . If it takes obsession-level hype to lure them into a bookshop, that's fine by me. But will they go on to read anything else? Again, we can only hope. It has certainly worked at schools, especially for boys, whose reading has clearly taken an upward swing — for this alone, Rowling deserves her rewards.
The second group are the Occasional Readers. These people claim that tiredness, work and children allow them to read only a few books a year. Yet now — to be part of the crowd, to say they've read it — they put Harry Potter on their oh-so-select reading list. It's infuriating, it's maddening, it sends me ballistic. Yes, I'm a writer myself, writing difficult, unreadable, hopefully unsettling novels, but there are so many other good books out there, so much rewarding, enlightening, enlarging works of fiction for adults; and yet these sad cases are swept along by the hype, the faddism, into reading a children's book. Put like that, it's worse than maddening, it's pathetic. When I rule the world, all editions will carry a heavy-print warning: "This Is A Children's Book, Designed For Under Elevens. It May Seriously Damage Your Credibility." I can dream, can't I?
The third group are the Regular Readers, for whom Harry is sandwiched between McEwan and Balzac, Roth and Dickens. This is the real baffler—what on earth do they get out of reading it? Why bother? But if they can rattle through it in a week just to say they've been there — like going to Longleat or the Eiffel Tower—the worst they're doing is encouraging others.
译文:昨天在地铁上，我摇晃着在座位和餐室之间走了个来回，看到有5个人在读《哈里·波特》。不是孩子——这些读着儿童书籍的人是如假包换的成年人。我仿佛是走在约翰·温德汉姆（英国著名科幻作家——译者注，以下同）的小说中，那里的成人被瘟疫搞坏了大脑，他们回到了童年，热切地搜寻着玩具和彩色书本。
这也许是可以理解的。如果他们是全身心地投入了第二次童年就更说得过去了。但是他们是
成年人，是揣着信用卡、拎着手提电脑、带着各种电子表格、刚刚出席完销售会议和研究会的成年人。而他们选择了阅读儿童书籍。
我不认为我看到的情形有什么异乎寻常。在伦敦地铁上看到《哈里·波特》已经是一种必然。而且我想，不管是在格拉斯哥的地铁中还是曼彻斯特的电车上，伊比沙（地中海西部岛屿）的海滩上还是阿伊亚纳帕（塞浦路斯度假胜地）的夜总会里，情形都会是一样。是谁让这些成年人去读一本儿童书籍的？他们会埋头苦读《汤姆的午夜花园》（英国作家菲利帕·皮尔斯的儿童小说）吗？当然不会：如果你建议他们去读，他们会理直气壮地瞪着你，困惑不解地说：―那不是小孩子看的吗？我干吗要读它？我已经37/42/63了。‖
这也不仅是因为电影。在《哈里·波特》电影开始宣传之前很久就已经有了成群结队的返老还童的读者。华纳兄弟公司知道，他们不可能光从卖给儿童的电影票中捞回传闻的1亿美元拍摄成本。在导演克里斯·哥伦布着手把小说拍成电影之前很久，这些渴望能和哈里、赫敏以及伏地魔（均为《哈里·波特》中人物）混在一起的大人就已经存在了。
这些使J·K·罗琳成为英国收入第二高的女人（仅次于麦当娜——作者自注）的成人读者究竟是些什么人？踏在被平装本《哈里·波特》深深掩埋的街道上，我暗自把他们划分为3种类型。
首先是那些从不读书的人，他们被哈里引向了书本。这有什么不好吗？可能没
有。从有了电影的那一天起，书面文字就在努力想像它一样令人一见倾心。文字与电影相较有许多的优势，但它永远也不能拥有和电影一样的磁力。如果这些书能使一些人把阅读小说重新看成令人感动的体验，那只能说是件好事。如果它们能让这些人对逛书店着迷，对我来说也不错。但这些人还会去读别的书吗？我们只能期待。在学校里情况显然如此，尤其是对男孩来说，他们的阅读量明显上升——仅此一点，罗琳就无愧于她所获的奖项（《哈里·波特》曾获英国国家图书奖儿童小说奖等奖项）。
第二种是偶然读点书的人。这些人声称疲劳、工作和孩子使他们一年只能看几本书。可是现在——作为许多宣称读过《哈里·波特》的人当中的一员——他们把《哈里·波特》放进了自己―精挑细选‖的书单。这让人着恼、让人疯狂，气得我浑身发抖。是的，我自己就是个作家，写作晦涩的、难懂的、最好还能让人不安的小说。但还有那么多别的好书，那么多给大人看的、有益、启人心智、长人见识的小说类作品，而这些可悲的病人却被裹在广告宣传和时尚的洪流之中，去读一本儿童书籍。这样说来，这比疯狂还要糟糕，这简直是悲惨。如果我有一天统治了世界，我会让所有版本的《哈里·波特》都打上醒目的警告：―本书为儿童书籍，适合11岁以下儿童。本书可能严重损害您的可信度。‖我这样梦想，不行吗？
最后一种是经常读书的人。在他们那里，哈里夹杂在迈克万（Ian McEwan, 英国当代作家）、巴尔扎克、罗斯（Eugen Roth，德国现代诗人）和狄更斯们当中。这些人我真搞不懂——他们究竟能从这本书里得到什么？干吗在它上面下工夫？但如果他们只是带着到此一游的目的在一周内把它草草读完的话——就像去朗利特山庄（英国名胜）或埃菲尔铁塔一样——他们造成的最坏影响就是怂恿了其他人（去读《哈里·波特》）
2008年中科院英语阅读B 原文
―Customer Experience is the internal and subjective response customers have to any direct or indirect contact with a company. Direct contact generally occurs in the course of purchase, use and service and is usually initiated by the customer. Indirect contact most often involves unplanned encounters with representations of a company’s products, services or brands and takes the form of word of mouth recommendations or criticisms, advertising, news reports, reviews, and so forth. Such an encounter could occur when G oogle’s whimsical holiday logos pop up on the sites home page at the beginning of a search, or it could be the distinctive ―potato, potato‖ sound of a Harley Davidson motorcycle’s exhaust system. It might just be an e-mail from one customer to another‖ - Christopher Meyer & Andre Schwager Harvard Business Review
Apple: A customers experience with an Apple device begins long before the purchaser turns it on – in the case of the iPod, perhaps with the dancing silhouettes in the TV advertisements. The origami like (and recyclable) packaging enfolds the iPod as though it were a Faberge egg made for a Czar.
A small sticker ―Designed in California, made in China,‖ communicates the message that Apple is firmly in charge but also interested in keeping costs down. Even Windows users appreciate the device’s intuitive Mac-Like feel and find that downloading tracks from iTunes is easier than buying a CD on Amazon. Every Apple Product is designed with the overarching purpose of making the time one spends with Apple an enjoyable experience.
BMW: A successful brand shapes customers’ experiences by embedding the fundamental value proposition in offerings’ every feature. For BMW, ―the Ultimate Driving Machine‖ is much more than a slogan; it informs the company’s manufacturing and design choices. In 2000, Mercedes Benz introduced a system that automatically controls the distance between a Mercedes and the car in front. BMW would not consider developing such a feature unless it enhanced rather than diminished the driving experience.
选项答案：
---------Direct contact generally occurs in the course of purchase, use and service and is usually initiated by the customer
---------It might just be an e-mail from one customer to another
---------Every Apple Product is designed with the overarching purpose of making the time one spends with Apple an enjoyable experience
--------In 2000, Mercedes Benz introduced a system that automatically controls the distance between a Mercedes and the car in front
2008中科院英语翻译全文(15分)
One of the most difficult situations that a researcher can encounter is to see or suspect that a colleague has violated the ethical standards of the research community. It is easy to find excuses to do nothing, but someone who has witnessed misconduct has an unmistakable obligation to act. At the most immediate level, misconduct can seriously obstruct or damage one's own research or the research of colleagues. More broadly, even a single case of misconduct can malign scientists and their institutions, result in the imposition of counterproductive regulations, and shake public confidence in the integrity of science.
翻译：研究人员可能遇到的一种最困难的处境是，看到或怀疑一个同事，违背了研究集体的道德标准。找个借口不采取行动是容易的，但是，你已经能证实不轨行为，你就有明显的责任去采取行动。不轨行为能直接地严重阻碍或破坏他自己的研究或同事的研究。广义地说，即使是一个不轨行为，也能中伤科学家和他们的单位，导致不利于科研出成果的法规的实行，并动摇公众对科学诚实性的信心。
To be sure, raising a concern about unethical conduct is rarely an easy thing to do. In some cases, anonymity is
possible-but not always. Reprisals by the accused person and by skeptical colleagues have occurred in the past
and have had serious consequences. Any allegation of misconduct is a very important charge that needs to be
taken seriously. If mishandled, an allegation can gravely damage the person charged, the one who makes the
charge, the institutions involved, and science in general.
翻译：诚然，揭发一个不道德行为问题，大都不是一件容易的事。有时候，匿名是可能的，但不总是这样。过去，曾发生被控告者或被怀疑的同事进行报复的事并产生了严重后果。关于不轨行为的任何举报，都是一个需要认真对待的重要指控。如果处理不当，一个举报能严重伤害被控告者、指控者、有关单位、乃至整个科学。
Someone who is confronting a problem involving research ethics usually has more options than are immediately
apparent. In most cases the best thing to do is to discuss the situation with a trusted friend or advisor. In universities, faculty advisors, department chairs, and other senior faculty can be invaluable sources of advice in deciding whether to go forward with a complaint.
An important consideration is deciding when to put a complaint in writing. Once in writing, universities are obligated to deal with a complaint in a more formal manner than if it is made verbally. Putting a complaint in writing can have serious consequences for the career of a scientist and should be undertaken only after thorough consideration.
翻译：一个面对科研道德问题的人，通常除立即公开此事外，还有更多的选择。在大多数情况下，最好的方法是与一个值得信任的朋友或导师讨论此事。在大学里，指导老师、系主任和其他高级教师，在决定是否提出投诉时，能提供宝贵的意见。在开始写投诉时要慎重考虑。一旦有书面投诉，学校有责任用比处理口头投诉更正规的方式进行处理。书面投诉对科学家的职业生涯会产生严重后果，只有完全考虑清楚后才能进行。
The National Science Foundation and Public Health Service require all research institutions that receive public funds to have procedures in place to deal with allegations of unethical practice. These procedures take into account fairness for the accused, protection for the
accuser , coordination with funding agencies, and requirements for confidentiality and disclosure.
翻译：国家科学基金会和公共卫生署，要求所有接受公共基金的研究单位有处理举报不道德行为的措施。这些措施涉及公平对待被告、保护投诉人、与基金管理机构协调、并根据要求保密及公开。
In addition, many universities and other research institutions have designated an ombudsman, ethics officer, or other official who is available to discuss situations involving research ethics. Such discussions are carried out in strictest confidence whenever possible. Some institutions provide for multiple entry points, so that complainants can go to a person with whom they feel comfortable.
翻译：另外，许多大学和其他研究单位设立了投诉官员、道德官员或其他可以讨论科研道德问题的官员。这种讨论在尽可能极其保密的情况下进行。有些单位提供了多种途径，投诉者可以选择使他们有好感的人讨论问题。
句子翻译：1、广义地说，即使是一个不轨行为，也能中伤科学家和他们的单位，导致不利于科研出成果的法规的实行，并动摇公众对科学诚实性的信心。
2、如果处理不当，一个举报能严重伤害被控告者、指控者、有关单位、乃至整个科学。
3、在大多数情况下，最好的方法是与一个值得信任的朋友或导师讨论此事。在大学里，指导老师、系主任和其他高级教师，在决定是否提出投诉时，能提供宝贵的意见
4、书面投诉对科学家的职业生涯会产生严重后果，只有完全考虑清楚后才能进行。
5、这些措施涉及公平对待被告、保护投诉人、与基金管理机构协调、并根据要求保密及公开。
2008年3月其中一篇考博阅读A
By Jonathan Myerson
Walking through my train yesterday, staggering from my seat to the buffet and back, I counted five people reading Harry Potter novels. Not children—these were real grown-ups reading children's books. It was as if I had wandered into a John Wyndham scenario where the adults' brains have been addled by a plague and they have returned to childishness, avidly hunting out their toys and colouring-in books.
Maybe that would have been understandable. If these people had jumped whole-heartedly into a second childhood it would have made more sense. But they were card-carrying grown-ups with laptops and spreadsheets returning from sales meetings and seminars. Yet they chose to read a children's book.
I don't imagine you'll find this headcount exceptional. You can no longer get on the London Tube and not see a Harry Potter book, and I presume the same is true on the Glasgow Metro or the Manchester trams, or the beaches of Ibiza or clubs of Ayia Napa. Who told these adults they should read a kids' book? Do we see them ploughing through Tom's Midnight Garden? Of course not; if you suggested it they would rightly stare, bemused, and say: "Isn't that a kids' book? Why would I want to read that? I'm 37/42/63."
Nor is it just the film; these throwback readers were out there in droves long before the movie campaign opened. Warner Brothers knows it can't hope to recoup its reputed $100m costs through ticket sales to children alone. But the adult desire to tangle with Harry, Hermione and Voldemort existed long before the director Chris Columbus got his hands on the story.
So who are these adult readers who have made JK Rowling the second-biggest female earner in Britain (after Madonna)? As I have tramped along streets knee-deep in Harry Potter paperbacks, I've mentally slotted them into three groups.
First come the Never-Readers, whom Harry has enticed into opening a book. Is this a bad thing? Probably not. Ever since the invention of moving pictures, the written word has struggled to be as instantaneously exciting. Writing has many advantages over film, but it can never compete with its magnetic punch. If these books can re-establish the novel as a thrilling experience for some people, then this can only be for the better . If it takes obsession-level hype to lure them into a bookshop, that's fine by me. But will they go on to read anything else? Again, we can only hope. It has certainly worked at schools, especially for boys, whose reading has clearly taken an upward swing — for this alone, Rowling deserves her rewards.
The second group are the Occasional Readers. These people claim that tiredness, work and children allow them to read only a few books a year. Yet now — to be part of the crowd, to say they've read it — they put Harry Potter on their oh-so-select reading list. It's infuriating, it's maddening, it sends me ballistic. Yes, I'm a writer myself, writing difficult, unreadable, hopefully unsettling novels, but there are so many other good books out there, so much rewarding, enlightening, enlarging works of fiction for adults; and yet these sad cases are swept along by the hype, the faddism, into reading a children's book. Put like that, it's worse than maddening, it's pathetic. When I rule the world, all editions will carry a heavy-print warning: "This Is A Children's Book, Designed For Under Elevens. It May Seriously Damage Your Credibility." I can dream, can't I?
The third group are the Regular Readers, for whom Harry is sandwiched between McEwan and Balzac, Roth and Dickens. This is the real baffler—what on earth do they get out of reading it? Why bother? But if they can rattle through it in a week just to say they've been there — like going to Longleat or the Eiffel Tower—the worst they're doing is encouraging others.
译文:昨天在地铁上，我摇晃着在座位和餐室之间走了个来回，看到有5个人在读《哈里·波特》。不是孩子——这些读着儿童书籍的人是如假包换的成年人。我仿佛是走在约翰·温德汉姆（英国著名科幻作家——译者注，以下同）的小说中，那里的成人被瘟疫搞坏了大脑，他们回到了童年，热切地搜寻着玩具和彩色书本。
这也许是可以理解的。如果他们是全身心地投入了第二次童年就更说得过去了。但是他们是
成年人，是揣着信用卡、拎着手提电脑、带着各种电子表格、刚刚出席完销售会议和研究会的成年人。而他们选择了阅读儿童书籍。
我不认为我看到的情形有什么异乎寻常。在伦敦地铁上看到《哈里·波特》已经是一种必然。而且我想，不管是在格拉斯哥的地铁中还是曼彻斯特的电车上，伊比沙（地中海西部岛屿）的海滩上还是阿伊亚纳帕（塞浦路斯度假胜地）的夜总会里，情形都会是一样。是谁让这些成年人去读一本儿童书籍的？他们会埋头苦读《汤姆的午夜花园》（英国作家菲利帕·皮尔斯的儿童小说）吗？当然不会：如果你建议他们去读，他们会理直气壮地瞪着你，困惑不解地说：―那不是小孩子看的吗？我干吗要读它？我已经37/42/63了。‖
这也不仅是因为电影。在《哈里·波特》电影开始宣传之前很久就已经有了成群结队的返老还童的读者。华纳兄弟公司知道，他们不可能光从卖给儿童的电影票中捞回传闻的1亿美元拍摄成本。在导演克里斯·哥伦布着手把小说拍成电影之前很久，这些渴望能和哈里、赫敏以及伏地魔（均为《哈里·波特》中人物）混在一起的大人就已经存在了。
这些使J·K·罗琳成为英国收入第二高的女人（仅次于麦当娜——作者自注）的成人读者究竟是些什么人？踏在被平装本《哈里·波特》深深掩埋的街道上，我暗自把他们划分为3种类型。
首先是那些从不读书的人，他们被哈里引向了书本。这有什么不好吗？可能没
有。从有了电影的那一天起，书面文字就在努力想像它一样令人一见倾心。文字与电影相较有许多的优势，但它永远也不能拥有和电影一样的磁力。如果这些书能使一些人把阅读小说重新看成令人感动的体验，那只能说是件好事。如果它们能让这些人对逛书店着迷，对我来说也不错。但这些人还会去读别的书吗？我们只能期待。在学校里情况显然如此，尤其是对男孩来说，他们的阅读量明显上升——仅此一点，罗琳就无愧于她所获的奖项（《哈里·波特》曾获英国国家图书奖儿童小说奖等奖项）。
第二种是偶然读点书的人。这些人声称疲劳、工作和孩子使他们一年只能看几本书。可是现在——作为许多宣称读过《哈里·波特》的人当中的一员——他们把《哈里·波特》放进了自己―精挑细选‖的书单。这让人着恼、让人疯狂，气得我浑身发抖。是的，我自己就是个作家，写作晦涩的、难懂的、最好还能让人不安的小说。但还有那么多别的好书，那么多给大人看的、有益、启人心智、长人见识的小说类作品，而这些可悲的病人却被裹在广告宣传和时尚的洪流之中，去读一本儿童书籍。这样说来，这比疯狂还要糟糕，这简直是悲惨。如果我有一天统治了世界，我会让所有版本的《哈里·波特》都打上醒目的警告：―本书为儿童书籍，适合11岁以下儿童。本书可能严重损害您的可信度。‖我这样梦想，不行吗？
最后一种是经常读书的人。在他们那里，哈里夹杂在迈克万（Ian McEwan, 英国当代作家）、巴尔扎克、罗斯（Eugen Roth，德国现代诗人）和狄更斯们当中。这些人我真搞不懂——他们究竟能从这本书里得到什么？干吗在它上面下工夫？但如果他们只是带着到此一游的目的在一周内把它草草读完的话——就像去朗利特山庄（英国名胜）或埃菲尔铁塔一样——他们造成的最坏影响就是怂恿了其他人（去读《哈里·波特》）
2008年中科院英语阅读B 原文
―Customer Experience is the internal and subjective response customers have to any direct or indirect contact with a company. Direct contact generally occurs in the course of purchase, use and service and is usually initiated by the customer. Indirect contact most often involves unplanned encounters with representations of a company’s products, services or brands and takes the form of word of mouth recommendations or criticisms, advertising, news reports, reviews, and so forth. Such an encounter could occur when G oogle’s whimsical holiday logos pop up on the sites home page at the beginning of a search, or it could be the distinctive ―potato, potato‖ sound of a Harley Davidson motorcycle’s exhaust system. It might just be an e-mail from one customer to another‖ - Christopher Meyer & Andre Schwager Harvard Business Review
Apple: A customers experience with an Apple device begins long before the purchaser turns it on – in the case of the iPod, perhaps with the dancing silhouettes in the TV advertisements. The origami like (and recyclable) packaging enfolds the iPod as though it were a Faberge egg made for a Czar.
A small sticker ―Designed in California, made in China,‖ communicates the message that Apple is firmly in charge but also interested in keeping costs down. Even Windows users appreciate the device’s intuitive Mac-Like feel and find that downloading tracks from iTunes is easier than buying a CD on Amazon. Every Apple Product is designed with the overarching purpose of making the time one spends with Apple an enjoyable experience.
BMW: A successful brand shapes customers’ experiences by embedding the fundamental value proposition in offerings’ every feature. For BMW, ―the Ultimate Driving Machine‖ is much more than a slogan; it informs the company’s manufacturing and design choices. In 2000, Mercedes Benz introduced a system that automatically controls the distance between a Mercedes and the car in front. BMW would not consider developing such a feature unless it enhanced rather than diminished the driving experience.
选项答案：
---------Direct contact generally occurs in the course of purchase, use and service and is usually initiated by the customer
---------It might just be an e-mail from one customer to another
---------Every Apple Product is designed with the overarching purpose of making the time one spends with Apple an enjoyable experience
--------In 2000, Mercedes Benz introduced a system that automatically controls the distance between a Mercedes and the car in front