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1、一、阅读判断第六篇 BrandsThe word brand is a comprehensive term that encompasses other narrower terms. A brand is a name, term, symbol, and/or special design that is intended to identify the goods or services of one seller or group of sellers. A brand differentiates one sellers products from those of competi
2、tors. A brand name consists of words, letters, and/or numbers that can be vocalized. A brand mark is the part of the brand that appears in the form of a symbol, design, or distinctive coloring or lettering. It is recognized by sight but may not be expressed when a person pronounces the brand name.A
3、trademark is a brand that is given legal protection because, under the law, it has been appropriated by one seller. Thus trademark is essentially a legal term. All trademarks are brands and thus include the words, letters, or numbers that can be pronounced. They may also include a pictorial design.
4、Some people erroneously believe that the trademark is only the pictorial part of the brand.One major method of classifying brands is on the basis of who owns themproducers or middlemen. Sunbeam, Florsheim, Spalding (athletic products), and Sara Lee are producers brands, while Allstate, Shurfine, Sys
5、co, Craftsman, and Penncrest are middlemens brands.The terms national and private have been used to describe producer and middleman brand ownership, respectively. However, marketing people prefer the producer middleman terminology. To say that the brand of poultry feed marketed in three states by a
6、small Birmingham, Alabama, manufacturer is a national brand, whereas the brands of Penneys or Sears are private brands, stretches the meaning of the terms national and private.译文：品牌品牌是一个综合性的术语，它包括其他范围更小的术语。一种品牌可以是一个名字、一个术语、一个符号或是一个特殊的标志，用以区别不同卖主或卖主群体的货物或劳务。品牌可以把一个卖主的商品同其他竞争者的商品区分开来。一个品觯的名字由可以清晰读出的单词
7、、字母及数字组成。商标是品牌的一个组成部分，其形式为一个符号、一种图案、一种与众不同的色彩或字母书写。它可以从视觉上确认，但在读品牌的名学时不一定能表达出来。商标是受法律保护的品牌，因为依据法律，它已被卖主占有了。因此，商标实质上是一个法律术语。所有的商标都是品牌，它也就包括可以被读出的单词、字母及数字。商标上也可能有图案设计。有些人错误地认为，商标仅是品觯中的图案部分。品牌分类的一种主要方法是依据其所有人制造商和中间商来划分。山比母、弗拉什姆、 斯巴尔丁(体育用品)和萨拉李等是制造商的品牌，而奥斯泰特、舒费因、赛斯克、克拉夫茨曼 和 Penncrest 则是中间商的品牌。国有和私有这两个术语
8、分别用于描述制造商与中间商的品牌所有权。不过，销售人员更偏爱生产者中间商这个术语。我们说阿拉巴马州伯明翰市一家小广生产的、在三个州都有出售的家禽饲料为国有品牌，而 Penneys或 Sears 为私有品牌，就把国有和私有这两个术语的意思引申了。第七篇 Moderate Earthquake Strikes EnglandA moderate earthquake struck parts of southeast England on 28 April 2007, toppling chimneys from houses and rousing residents from their be
9、ds. Several thousand people were left without power1 in Kent County2. One woman suffered minor head and neck injuries.“It felt as if the whole house was being slid across like a fim-fair ride, 3” said the woman. The British Geological Survey said the 4.3-magnitude quake4 struck at 8:19 a.m. and was
10、centered under the English Channel5, about 8.5 miles south of Dover6 and near the entrance to the Channel Tunnel7.Witnesses said cracks appeared in walls and chimneys collapsed across the county. Residents said the tremor had lasted for about 10 to 15 seconds.“I was lying in bed and it felt as if so
11、meone had just got up from bed next to me,” said Hendrick van Eck, 27, of Canterbury8 about 60 miles southeast of London. “I then heard the sound of cracking, and it was getting heavier and heavier9. It felt as if someone was at the end of my bed hopping up and down. ”There are thousands of moderate
12、 quakes on this scale around the world each year, but they are rare in Britain. The April 28 quake was the strongest in Britain since 2002 when a 4.8-magnitude quake struck the central England city of Birmingham10.The countrys strongest earthquake took place in the North Sea in 1931, measuring 6.1 o
13、n the Richter scale11. British Geologicisd Survey scientist Roger Musson said the quake took place on 28 April in an area that had seen several of the biggest earthquakes ever to strike Britain, including one in 1580 that caused damage in London and was felt in France.12 Musson predicted that it was
14、 only a matter of time13 before another earthquake struck this part of England. However, people should not be scared too much by this prediction, Musson said, as the modern earthquake warning system of Britain should be able to detect a forthcoming quake and announce it several hours before it takes
15、 place. This would allow time for people to evacuate and reduce damage to the minimum.译文：中度地震袭击英国2007 年 4 月 28 日英格兰东南部地区发生中度地震，一些房屋烟囱倒塌，许多居民半夜从睡梦中惊醒。肯特郡几千人遭遇断电，一名女子头部和颈部受了轻伤。“我感觉整个房子就像游乐场的滑行机一样在滑动。”该女子说。英国地质调查局说，本次里氏 4.3 级的地震发生于上午 8 点 19 分，震中在英吉利海峡底部，位于多佛尔以前约 8.5 英里处的海峡隧道入口附近。一些目击者看到郡中墙壁现裂缝，并有烟囱倒塌。当
16、地居民说震动大约持续了 1015 秒。“我当时躺在床上，觉得好像旁边有人从床上站起来。 ”住在伦敦东南部 60 英里处的 27 岁的 Hendrick van Eck 说， “然后我听到有东西裂开的声音，而且越来越响。就好像有人在我床尾不停地并着脚跳。”这种规模的中度地震世界上每年都会发生几千次，但在英国仍非常少见。 4 月 28 日的地震是英国自 2002 年中部城市伯明翰里氏 4.8 级地震以来最强的一次。英国的地震最高曾达到里氏 6.1 级，1931 年发生在北海。英国地质勘测所的科学家罗杰马森说，4 月 28 日发生地震的地区曾经遭受过几起英国最大的地震，其中的一次发生在 1580 年，那次地震蹂躏了伦敦，并波及法国。马森预言了英格兰的这个地区早晚还会发生地震，但他说人们不必对此产生太大恐惧，因为英国的现代地震预警系统应该能够侦测即将发生的地震，并在震前数小时内通知大家。这将使人们有时间撤离震区，并把损失降到最低。第八篇 Easy LearningStudents should be jealous. Not only
