商务英语泛读实用技巧TeachingNotesforBusinessEnglishExtensiveReading

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1、Teaching Notes for Business English Extensive Reading 课程内容及目标 ：阅读理解：能够读懂英语国家出版的中等难度的各种材料和文章（包括新闻电讯与特写、短文、电报、传记、游记及史地科普文章）、难度相当于The moon Is Down 的文学原著、 Readers Digest 等报刊、 杂志，以及少年百科全书中各种文章。阅读速度为80 个词 /分钟，能了解中心大意，抓住主要论点或情节；能根据所读材料进行推理和分析，领会作者的真实意图。快速阅读：能在3-4 分钟内速读1000 词左右的中等难度的文章（生词不超过总词数3%） ，了解中心大意，根

2、据上下文和构词知识猜测和判断词义。快速阅读可分为：1、略读：要求以 “ 全景式 ” 浏览全文。目的是检查对文章大意的理解程度。重点放在从整体意义上把握作者思维的轨迹。包括：文章的中心思想、作者的观点、文章的风格、文章的口吻、文章的体裁。2、寻读：旨在寻找各种特定的具体信息，不要求了解全文大意。寻读的阅读材料可分为：英语词典，百科全书，年鉴，广告，说明书，图表，旅游见闻，信件，火车、飞机、轮船、浏览车的时刻表，索引，数据，菜单，报刊、杂志，论文、备忘录、报告、讲座等的摘选篇章。教学环节：1、 Reading Skill 2、3、 Text 4、 Vocabulary Building 5 、 C

3、loze 6、 Text 7、 Fast Reading 8、 Topics for Discussion and Reflection。考核形式： 1、Vocabulary 2、Cloze 3、Reading Comprehension 4、 Fast Reading 教材及主要参考书： 商务英语阅读总主编：虞苏美高等教育出版社新编英语教程 （1-4 册） ，王守仁，赵文书主编，上海外语教育出版社，2001 年 7 月版； 新编英语泛读教程（1-4）参考答案， 新编英语泛读教程编写组，上海外语教育出版社，1997 年 8 月版； 英语泛读教程 1、2曾肯干等编著，上海外语教育出版社，1998

4、 年版； 英语阅读论胡春洞等编著，广西教育出版社。Page 2 of 86 Fast Reading Skills 1. 解决短篇文章阅读理解问题的过程：Step 1：快速浏览全文，旨在概括文章的主旨及把握文章结构。不求完全看懂每词每句的意思。Step 2：逐个看问题。Step 3：搜索与回答问题相关的信息。(* 目的就是要只花时间在与回答问题相关的词句上面。尽量减少作无用功。 ）Step 4：分析信息，推断答案。 （*要充分利用你的经验、知识和直觉。）Step 5：评选多选项，选出与自己的推断答案一致的选项。（* 正确的选择项不过是对自己推断答案的确认。）* 具体执行要点：Step 1：快速

5、浏览全文，旨在概括文章的主旨及把握文章结构。不求完全看懂每词每句的意思。1.英语议论文和说明文的典型结构：I Observation and generalization of decision-making environment. II Problem recognition. III Information search and research. IV Problem analysis. V Decision-making process: evaluating the alternatives and choosing the best choice. I.Introduction

6、The subject or topic. A statement of the problem, etc. Comments on the way it is to be treated. II.Development Presentation, analysis and discussion (involving comments on “ advantages and disadvantages”). 1. main idea. ( + examples, details) 2. main idea ( + examples, details) 3. etc. Page 3 of 86

7、3. 英语议论文和说明文的典型段落：Developing Paragraphs Main linking words 1 Cause and effect 因果型why did X happened? what caused X? the cause is, because/because of, the reasons for , since, now that, as a result of, on account of, for this reason, owing to, due to, the result/effect/consequence of, thus, hence, th

8、erefore, so, so that, result in, lead to, consequently, accordingly,.2 Comparison and contrast 比较和对比型more than, less than, asas, not soas, the same as, similarly, likewise, just as, in comparison with, compared with, in contrast, while, whereas, on the other hand, on the contrary, however, .3 Exempl

9、ification 举例型for example, for instance, that is to say, that is, namely, say, suppose, such as, one example is , take as an example, there are many examples to show.4 Interpretation of data 解释型according to, in accordance with, in relation to, as can be seen from the chart/diagram/table/graph, as sho

10、wn in the table/figure/chart, 5 Listing 列举型first, second, third,lastin the first place, then, next, besides, in addition to, moreover, furthermore finally, .6 Classification 分类型be classified into , consist of , comprises, is composed of , is divided into ., constitutes, 7 Generalization 演绎概括型It is g

11、enerally accepted /argued /held /believed that, generally speaking, 8 Drawing conclusions 归纳推理型In short, in a word, in brief, to sum up, in conclusion, on the whole, altogether, in all, III. Conclusion Perhaps a summary of the main points in II. Own views/opinions and decisions. Page 4 of 86 1. 演绎型段

12、落 : 主题句通常在段落的开头。2. 归纳型段落：主题句通常在段落的末尾。3. 将各段落的主题句概括起来就是主题思想。Step 2 ：逐个看问题。阅读问题的主要类型：就文章主题、段落大意提问What is the passage mainly about? What do we learn from the last paragraph? 就作者观点、态度提问What is the authors attitude toward high-tech communications equipment? In the authors view, high service standards are

13、 impossible in Israel_.就文章基调、写作目的提问Which of the following best describes the authors tone in the passage? The author s purpose in writing the passage is _.就逻辑性推理判断提问It can be inferred from the passage that _. A general statement=a topic sentence Detail 1 Detail 2 Detail 3 A general statement=a topic

14、 sentence Detail 3 Detail 2 Detail 1 What is the passage mainly about? Topic sentence 3 Topic sentence 2 Topic sentence 1 Page 5 of 86 It can be concluded from the passage that _. Which of the following statements is true according to the passage? This passage is most probably taken from an article

15、entitled “_”.就具体的细节确认提问Why did Bezaq s international branch lose 40% of its market share?Who can make big money in the new century according to the passage? What is the real cause of the potential water crisis? 就词汇、短语的意义提问In the passage, “out of sight and out of mind” (Line 2, Para. 3) probably mean

16、s _.The word “spas”(Line 2, Para 3) most probably means _.Step 3：搜索与回答问题相关的信息。如何搜索与问题相关的信息：1.抓问题中的关键词语；2.基于对段落大意和文章结构把握（Step 1） ，以及问题类型对信息的要求(Step 2)，运用快读法 (Skimming) ，找到与回答问题相关的语句; 3.运用详细研读法（Scanning） ，获取这些语句传达的信息。Step 4：分析信息，推断答案。推断出正确的答案主要受三个因素的影响：1.英语基础知识和应用技能；2.应试者的综合知识；3. 科学的思维方法。分析问题的方法：根据问题的

17、类型，相机抉择。一、关于主题思想（Subject Matter）Subject Matter(SM中心思想 )是作者在文章中要表达的主要内容，是贯穿全文的核心。作者在文章中努力通过各种Supporting Details 来阐明中心议题。 因此，把握主要思想对于全文理解具有重要意义。主旨题类常被列为5 题之首。 然而，如何找出主题常使考生倍感棘手。因为他们总希望通过某个词或某句话就能找到答案，而找主题往往需要通读全文后才能作出判断。针对 SM 问题，应采用快速阅读法（Skimming ）浏览全文，理解文章主旨大意，阅读时要注意抓住中心思想的句子在文章中的位置也不同，但阅读时，文章的开头、结尾及

18、段落的段首句和段尾句特别重要，因为他们往往名包含文章的中心议题（ SM） 。根据问题内容的不同，这类问题可分成主题型、标题型和目的型。主题型一目了然就是找中心（Main Idea） ；标题型是为文章选择标题（Title） ；目的型就是推断作者的写作意图（Purpose） 。这类题常见的命题方式有：（1） What is the main idea (subject) of this passage ? （2） What does this passage mainly (primarily)concerned ? （3） The main theme of this passage is _.

19、 （4） The main point of the passage is_. （5） Which of the following is the best title for the passage ? （6） The title that best expresses the theme of the passage is _. （7） On which of the following subject would the passage most likely be found in a textbook ? （8） Which of the following best describ

20、es the passage as a whole ? （9） The purpose of the writer in writing this passage _. （10）The author writes this passage to_. 解题步骤A找出主题句主题句大多数情况下出现在比较重要的位置，如文章的开头或结尾，如果一篇文章包括多个段落，一般来说 每个自然段的首句也是主题句。文章主题句之外的其他内容一般都是对主题句加以解释、补充说明或列举事实等。Page 6 of 86 主题型例文1 Most episodes of absent-mindedness forgetting w

21、here you left something or wondering why you just entered a room - are caused by a simple lack of attention, says Schacter. “Youre supposed to remember something, but you havent encoded it deeply. ”Encoding, Schacter explains, is a special way of paying attention to an event that has a major impact

22、on recalling it later. Failure to encode properly can create annoying situations. If you put your mobile phone in a pocket, for example, and dont pay attention to what you did because youre involved in a conversation, youll probably forget that the phone is in the jacket now hanging in you wardrobe(

23、衣柜 ). “You memory itself isn t failing you, “ says Schacter. “Rather, you didn t give your memory system the information it needed.”Lack of interest can also lead to absent-mindedness. “A man who can recite sports statistics from 30 years ago,” say Zelinski, “may not remember to drop a letter in the

24、 mailbox.” Women have slightly better memories than men, possibly because they pay more attention to their environment, and memory relies on just that. Visual cues can help prevent absent-mindedness, says Schacter. “But be sure the cue is clear and available,” he cautions. If you want to remember to

25、 take a medication(药物 ) with lunch, put the pill bottle on the kitchen table dont leave it in the medicine chest and write yourself a note that you keep in a pocket. Another common episode of absent-mindedness: walking into a room and wondering why youre there. Most likely, you were thinking about s

26、omething else. “Everyone does this from time to time,” says Zelinski. The best thing to do is to return to where you were before entering the room, and youll likely to remember. 30. What is the passage mainly about? A) The process of gradual memory loss. B) The causes of absent-mindedness. C) The im

27、pact of the environment on memory. D) A way of encoding and recalling. 略加浏览一下各段的第一句话（不用都读完），即可看出这是一篇科普性的说明文，文章的话题是absent-mindedness 。本文开头第一句话即点明了文章的主题。第二段说明了absent-mindedness的原因之一 failure to encode properly 。第三段说明了它的另一个原因 lack of interest。第四段是关于如何“prevent absent -mindedness” ，最后一段说了absent-mindedness

28、的另一种形式、 其原因以及发生了这种情况后该怎么办。所以综合起来， 文章的主题是absent-mindedness的原因，故B）是正确答案。B概括和归纳出主题思想在阅读理解中有的文章是没有主题句的。这是由于文章体裁的原因，或是由于短文是节选的。这时就要靠应试者自己进行概括或归纳隐含的主题思想了。概括主题可以从归纳每段的要点开始（大部分文章都是由数段组成），最后将各段要点集中概括并归纳出全文的主题思想。主题型例文2 It is hard to track the blue whale, the oceans largest creature, which has almost been kill

29、ed off by commercial whaling and is now listed as an endangered species. Attaching radio devices to it is difficult, and visual sightings are too unreliable to give real insight into its behavior. So biologists were delighted early this year when, with the help of the Navy, they were able to track a

30、 particular blue whale for 43 days, monitoring its sounds. This was possible because of the Navys formerly top-secret system of underwater listening devices spanning the oceans. Tracking whales is but one example of an exciting new world just opening to civilian scientists after the cold war as the

31、Navy starts to share and partly uncover its global network of underwater listening system built over the decades to track the ships of potential enemies. Earth scientists announced at a news conference recently that they had used the system for closely monitoring a deep-sea volcanic eruption ( 爆发 )

32、for the first time and that they plan similar studies. Page 7 of 86 Other scientists have proposed to use the network for tracking ocean currents and measuring changes in ocean and global temperatures. The speed of sound in water is roughly one mile a second slower than through land but faster than

33、through air. What is most important, different layers of ocean water can act as channels for sounds, focusing them in the same way a stethoscope (听诊器) does when it carries faint noises from a patients chest to a doctors ear. This focusing is the main reason that even relatively weak sounds in the oc

34、ean, especially low-frequency ones, can often travel thousands of miles. 31. The passage is chiefly about _. A) an effort to protect an endangered marine species B) the civilian use of a military detection system C) the exposure of a U.S. Navy top-secret weapon D) a new way to look into the behavior

35、 of blue whales 本文是一篇科普类说明文。第一、二段以追踪蓝鲸引出话题，即军事技术（水下监听）在非军事领域的应用。第三段进一步加以明确，说明tracking whales 仅仅是这一技术应用的一个例子。第四段说的是水下监听技术在monitoring deep-sea volcanic eruption 方面的应用。第四段说的是水下监听技术在tracking ocean currents and measuring changes in ocean and global temperatures 方面的应用。最后一段是作了原理性的说明。综上所述，本文的话题是水下监听技术，主题则是这

36、一技术的非军事领域的广泛应用。因此31 题的正确答案应为B） 。此外，这一题也可用排除法解题或加以验证。C）的错误之处在于与文章内容完全不符，文中只提到了水下监听技术曾是绝密的（ formerly top-secret ） ，况且这项技术也并不是weapon。A） 、D）两项涉及到蓝鲸，而追踪蓝鲸只是这一技术应用的一个例子，属细枝末节。如果A）或 D）是文章的主题的话，那么后面的三段与主题有多大关系呢？标题型例文Americans are proud of their variety and individuality, yet they love and respect few things

37、 more than a uniform, whether it is the uniform of an elevator operator or the uniform of a five-star general. Why are uniforms so popular in the United States? Among the arguments for uniforms, one of the first is that in the eyes of most people they look more professional than civilian (百姓的 ) Clot

38、hes. People have become conditioned to expect superior quality from a man who wears a uniform. The television repairman who wears a uniform tends to inspire more trust than one who appears in civilian clothes. Faith in the skill of a garage mechanic is increased by a uniform. What easier way is ther

39、e for a nurse, a policeman, a barber, or a waiter to lose professional identity(身份 ) than to step out of uniform? Uniforms also have many practical benefits. They save on other clothes. They save on laundry bills. They are tax-deductible( 可减税的 ). They are often more comfortable and more durable than

40、 civilian clothes. Primary among the arguments against uniforms is their lack of variety and the consequent loss of individuality experienced by people who must wear them. Though there are many types of uniforms, the wearer of any particular type is generally stuck with it, without change, until ret

41、irement. When people look alike, they tend to think, speak, and act similarly, on the job at least. Uniforms also give rise to some practical problems. Though they are long-lasting, often their initial expense is greater than the cost of civilian clothes. Some uniforms are also expensive to maintain

42、, requiring professional dry cleaning rather than the home laundering possible with many types of civilian clothes. 65. The best title for this passage would be _. A) Uniforms and Society B) The Importance of Wearing a Uniform C) Practical Benefits of Wearing a Uniform D) Advantages and Disadvantage

43、s of Uniforms 本文可分为三个部分。第一段提出话题：uniform 。以下的四段中，每段的第一句话都是该段的主题句。第二、三两段说明了制服的好处，第三、四两段说的是制服的不利方面。因此，这篇文章的主题是：制服的利与弊，故标题应为D） 。目的型例文Page 8 of 86 Sport is not only physically challenging, but it can also be mentally challenging. Criticism from coaches, parents, and other teammates, as well as pressure t

44、o win can create an excessive amount of anxiety or stress for young athletes( 运动员 ). Stress can be physical, emotional, or psychological and research has indicated that it can lead to burnout. Burnout has been described as dropping or quitting of an activity that was at one time enjoyable. The early

45、 years of development are critical years for learning about oneself. The sport setting is one where valuable experiences can take place. Young athletes can, for example, learn how to cooperate with others, make friends, and gain other social skills that will be used throughout their lives. Coaches a

46、nd parents should be aware, at all times, that their feedback to youngsters can greatly affect their children. Youngsters may take their parentsand coaches criticisms to heart and find a flaw (缺陷) in themselves. Coaches and parents should also be cautious that youth sport participation does not beco

47、me work for children. The outcome of the game should not be more important than the process of learning the sport and other life lessons. In todays youth sport setting, young athletes may be worrying more about who will win instead of enjoying themselves and the sport. Following a game, many parents

48、 and coaches focus on the outcome and find fault with youngsters performances. Positive reinforcement should be provided regardless of the outcome. Research indicates that positive reinforcement motivates and has a greater effect on learning than criticism. Again, criticism can create high levels of

49、 stress, which can lead to burnout. The authors purpose in writing the passage is _. A) to teach young athletes how to avoid burnout B) to persuade young children not to worry about criticism C) to stress the importance of positive reinforcement to children D) to discuss the skill of combining criti

50、cism with encouragement 本文第一段论述了sports are mentally challenging（第一句话后半句） 。指出教练和家长的批评和急于获胜的压力可能会带来负面的影响。第二段指出在早期发展阶段教练和家长要意识到他们的反应会极大地影响孩子（their feedback to youngsters can greatly affect their children ） 。第三段的第一句话是这一段的主题句。本段告诫教练和家长不要使运动成为孩子的负担。注意此处的标志词“also ”。综上所述，本文的主题是劝告教练和家长不要对孩子的运动成绩过于批评，而应该象倒数第三

51、、第二句话暗示的那样，多加以鼓励。所以本文的写作目的应选择C） 。二.态度类问题（ Attitude ）阅读理解的最后一题常常提问在作者对文章中某一问题的态度（Attitude ） 、全文的基调（ Tone） 、文章的出处（ Source）及对文章前后接续内容的判断等。关于态度或基调（Attitude/Tone ）类题的回答应从篇章的体裁着手，一般来说，在说明文中作者的态度是客观的(objective)或中立的 (neutral) ；而在议论文中，作者的观点才会显得多种多样，常见的选项有：（1） positive （2） negative （3） neutral （4） approval （5

52、） disapproval （6） indifferent （7） sarcastic （8） critical （9） optimistic （10） pessimistic 下面是这类问题常见的几种提问方式：(1) Whats the writers attitude to ?(2) Whats the tone of the passage? Page 9 of 86 (3) The authors view is _ (4) The writers attitude of this passage is apparently _. (5) The author suggests tha

53、t _ (6) According to author, _ 有的文章中，作者观点明确，文章基调清楚，而有的文章中，作者仅仅暗示对某一问题的态度和观点，需要阅读时仔细琢磨。解答这类问题时，首先应请注意篇章中起连接手段作用的那些词语；其次应注意有些表明作者观点词汇，如形容词、副词、动词等。对文章的出处及文章前后接续内容判断等可从全篇着手，从个别句子或词汇找线索进行判断。态度类问题例文New technology links the world as never before. Our planet has shrunk. Its now a “global village” where coun

54、tries are only seconds away be fax or phone or satellite link. And, of course, our ability to benefit from this high-tech communications equipment is greatly enhanced by foreign language skills. Deeply involved with this new technology is a breed of modern business people who have a growing respect

55、for the economic value of doing business abroad. In modern markets, success overseas often helps support domestic business efforts. Overseas assignments are becoming increasingly important to advancement within executive ranks. The executive stationed in another country no longer need fear being “ou

56、t of sight and out of mind. ” He or she can be sure that the overseas effort is central to the companys plan for success, and that promotions often follow or accompany an assignment abroad. If an employeecan succeed in a difficult assignment overseas, superior will have greater confidence in his or

57、her ability to cope back in the United States where cross-cultural considerations and foreign language issues are becoming more and more prevalent (普遍的 ). Thanks to a variety of relatively inexpensive communications devices with business applications, even small businesses in the United States are a

58、ble to get into international markets. English is still the international language of business. But there is an ever-growing need for people who can speak another language. A second language isnt generally required to get a job in business, but having language skills gives a candidate the edge when

59、other qualifications appear to be equal. The employee posted abroad who speaks the country s principal language has an opportunityto fast-forward certain negotiations, and can have the cultural insight to know when it is better to move more slowly. The employee at the home office who can communicate

60、 well with foreign clients over the telephone or by fax machine is an obvious asset to the firm. 21. What is the authors attitude toward high-tech communications equipment? A) Critical. B) Indifferent. C) Prejudiced. D) Positive. 本题的基调是比较鲜明的。题干表面是问作者对于高科技通讯工具的态度，但我们从全文可以感觉到，作者对现代通讯是持正面态度的，因而对于其通讯工具估

61、计也是持肯定态度的。当然，细心一点的话，可以发现第四段中的“communications devices”与题干中的communications equipment 相对应。而它所在的这一段说：由于各种各样的相对来说并不贵重的通讯设备用于商业，连小企业也能进入国际市场了。能进入国际市场自然是好事，所以作者明显是持正面的态度的。三. 细节类问题（ Supporting Details ）细节性问题是关于Supporting Details 类的问题，通过Skimming 找出主题后，应进一步掌握阐述和发展主题的主要事实，或按要求找出特定细节。在回答此类问题时，应采用查读法（Scanning） ，

62、因为这些具体内容（Detai1s）是用来说明、论证或分析文章中心的。这类题目常以WH- 形式来提问，如who， what， when， where， why 及 how 等形式。这些问题的表达常不采用文章中的原话提问，而是使用同义词语等，因此，在选择答案前应首先看准题干，看清问题所问；然后，在查读时注意寻找与题目相关的关键词语；最后，在充分理解原文、原题的基础上确定正确答案。当然，这类细节性问题所涉及的面是很广的。有的涉及数字计算，如问时间、距离、次数、数量等，认真计算后方可选定正确答案；有的涉及正误判断，要先看选项，根据选项提供的线索，寻视文中相应部分，最后在题中选出肯定答案；还有的寻问事实

63、、原因、结果、目的等。总之，做细节题切忌通过自己对某类知识的主观了解和认识做出想像判断，Page 10 of 86 一定要紧扣文章内容，不可随心所欲。细节类问题的命题方式有以下几种：(1) Which of the following is NOT true according to the information in the passage? (2) Which of the following is mentioned in the passage? (3) What is the example of . . . as described in the passage? (4) The

64、 author mentions all of the following except . . . (5) The reason for . . .is . . . (6) The author states that . . . (7) According to the passage, when (where, why, how, who, etc. ) . 细节类问题例文Like many of my generation, I have a weakness for hero worship. At some point, however, we all begin to quest

65、ion our heroes and our need for them. This leads us to ask: What is a hero? Despite immense differences in cultures, heroes around the world generally share a number of characteristics that instruct and inspire people. A hero does something worth talking about. A hero has a story of adventure to tel

66、l and a community who will listen. But a hero goes beyond mere fame. Heroes serve powers or principles larger than themselves. Like high-voltage transformers, heroes take the energy of higher powers and step it down so that it can be used by ordinary people. The hero lives a life worthy of imitation

67、. Those who imitate a genuine hero experience life with new depth, enthusiasm, and meaning. A sure test for would-be heroes is what or whom do they serve? What are they willing to live and die for? If the answer or evidence suggests they serve only their own fame, they may be famous persons but not

68、heroes. Madonna and Michael Jackson are famous, but who would claim that their fans find life more abundant? Heroes are catalysts (催化剂 ) for change. They have a vision from the mountaintop. They have the skill and the charm to move the masses. They create new possibilities. Without Gandhi, India mig

69、ht still be part of the British Empire. Without Rosa Parks and Martin Luther King, Jr., we might still have segregated (隔离的 ) buses, restaurants, and parks. It may be possible for large scale change to occur without leaders with magnetic personalities, but the pace of change would be slow, the visio

70、n uncertain, and the committee meetings endless. 11. Although heroes may come from different cultures, they _. A) generally possess certain inspiring characteristics B) probable share some weaknesses of ordinary people C) are often influenced by previous generations D) all unknowingly attract a larg

71、e number of fans 本题即对应于第二段这一句话。题干中的 “Although heroes may come from different cultures”，完全对应于第二段的状语“Despite immense differences in cultures”， 选项 A）中的 “generally possess”对应于主句中的 “generally share”， “inspiring”对应于原主句中的定语从句“that instruct and inspire people”。四.推理性问题（ Inference）推理性问题与细节性问题相似，也是对文章具体内容的判断。但

72、推理不但要求掌握文章所表达的字面含义，还要掌握一定的逻辑判断能力及写作技巧知识，从文章表面推出更深层含义，这部分往往出题分量大，难度大，出错也最多，归根结底还是对文章内容没有做到真正的理解和掌握。文字表面往往没有明显反映作者的全部意图，有些含义需要读者从字里行间去体会，靠自己的逻辑推理能力去判断，从上下文的联贯及文中有关部分的暗示去明析作者隐含的意思。这类问题的命题方式有：Page 11 of 86 A)(1) The writer implies but not directly states that_-. (2) It can be inferred from the passage t

73、hat_. (3) The author strongly suggests that_ . (4) It can be concluded from the passage that_. (5) The passage is intended to_ . (6) The writer indicates that_ . Example 1 (15) The author concludes that historical changes would . A) be delayed without leaders with inspiring personal qualities B) not

74、 happen with out heroes making the necessary sacrifices C) take place if there were heroes to lead the people D) produce leaders with attractive personalities 题干中的concludes 和 historical changes 告诉我们答案应该在文章的最后一段的最后一句话。这句话说我：在缺少leaders with magnetic personalities 的情况下， 大规模的变革也许会发生，但速度迟缓， 前景不明朗， 人们将无休止

75、地争论。在此基础上，我们可以得出结论，即选项A） 。Example 2 In recent years, Israeli consumers have grown more demanding as they ve become wealthier and more worldly -wise. Foreign travel is a national passion; this summer alone, one in 10 citizens will go abroad. Exposed to higher standards of service elsewhere, Israelis

76、are returning home expecting the same. American firms have also begun arriving in large numbers. Chains such as KFC, McDonalds and Pizza Hut are setting a new standard of customer service, using strict employee training and constant monitoring to ensure the friendliness of fron tline staff. Even the

77、 American habit of telling departing customers to “Have a nice day” has caught on all over Israel. “Nobody wakes up in the morning and says, Let s be nicer, ” says Itsik Cohen, director of a consulting firm. “Nothing happens without competition.”Privatization, or the threat of it, is a motivation as

78、 well. Monopolies (垄断者 ) that until recently have been free to take their customers for granted now fear what Michael Perry, a marketing professor, calls “the revengeful (报复的 ) consumer.” When the government opened up competition with Bezaq, the phone company, its international branch lost 40% of it

79、s market share, even while offering competitive rates. Says Perry, “People wanted revenge for all the years of bad service.” The electric company,whose monopoly may be short-lived, has suddenly stopped requiring users to wait half a day for a repairman. Now, appointments are scheduled to the half-ho

80、ur. The graceless El Al Airlines, which is already at auction (拍卖 )，has retrained its employees to emphasize service and is boasting about the results in an ad campaign with the slogan, “You can feel the change in the air.” For the first time, praise outnumbers complaints on customer survey sheets.

81、26. It may be inferred from the passage that . A) customer service in Israel is now improving B) wealthy Israeli customers are hard to please C) the tourist industry has brought chain stores to Israel D) Israeli customers prefer foreign products to domestic ones 第一段开头即说“Israeli consumers have grown

82、more demanding”，似乎正确答案是B） ，但中间几句说明其原因及新的standards，以及最后一句引用“Nothing happens without competition”将人们的注意力引向服务业。第二段说明了服务质量提高的另一个原因，即“privatization”。作者用了两个公司的例子说明服务业正在改善其服务质量。由此我们可以推断，A）应为正确答案。五.关于词汇量和词汇类问题许多人往往认为扩大词汇量是英语学习的唯一目的，以为只要词汇量够大，四级考试就能轻松通过。因而当他们遇到生词时就慌了，更有人干脆放弃词汇类问题，随便选出一个答案，去碰25%的运气。其实，我们每一个人都

83、不可能认识所有的英语词汇，但学得好的人能够合理地对待生词。无论我们是在考试中，还是在平时的阅读中，对待生词的正确做法通常不外乎两种：猜测和置之不理 能利用Page 12 of 86 各种猜词手段猜得出的单词就猜一下，如果猜不出的话，就让它去吧，只要不影响对全句或全段或全文的理解就行。当然，这里并不是在说平时不需要背单词。词汇是阅读的基础，也是猜生词的基础，平时该记单词还是要记的。由于词汇类问题在四级考试中所占的比例较大，而且考生的考试中遭遇生词几乎已不可避免，所以一定要培养和提高猜单词的能力。词汇类问题的特点词汇（ Vocabulary）是四级阅读理解测试中非常重要的一项。词汇类其实也是就细节

84、进行提问，所不同的是这是唯一关于词或词组的练习项目，词汇题往往要求对文章中的某个单词、短语甚至句子等找出近义词或最合适的解释。阅读理解中词汇类问题一目了然，常见提问方式有下列几种：(1) According to the author ,the word means_.(2) Which of the following is nearest in meaning to ?(3) The term “”in paragraph can be best replaced by .(4) Whats the meaning of in line of paragraph .?(5) As used

85、 in the line , the word refers to _.猜测单词的技巧1. Synonym and antonym 2. Word relations 3. Defining and exemplifying 4. Rephrasing 1. 利用同义关系和反义关系（Synonym and Antonym ）1. Trembling with fear, our ancestors looked into the sky and wondered, “How can we control the mysterious forces that sometimes frighten

86、 us?” Today you and I have the same human feelings as those long-ago people. We have the same awe about forces beyond our control. “ancestors”的同义表达是后面的“those long -ago people”；“awe”的同义表达是问句中的“frighten”（词性不同罢了） 。2. Two young men were interested in swimming. They both went to a large swimming pool wit

87、h a shining diving board. The first man spent his days bouncing on it, which was no easy task. In fact he jumped so well that if there had been a diving competition, he would have won easily先猜 “bounce”，它的同义词是最后一句中的“jump” ，再由 swimming pool 和 bounce等，猜出 diving board. 2. 利用上下义关系（Word Relations）E.g. 1.

88、Cauliflower, like many other kinds of vegetables, can be grown in this part of the country. 只要能猜出cauliflower 是一种 vegetable 就 OK 了。E.g. 2. While radio and newspapers continue to be important, television, of all the mass media, has become the most powerful communication force. 由 radio、newspaper和 telev

89、ision 不难猜出它们的上义词mass media（大众媒体），进而猜出communication （传播）。3. 利用定义和举例（Defining and Exemplifying ）例 1 Jack is now a florist, who keeps a shop for selling flowers in our district. Who 引导的定语从句说明了什么是florist 。例 2 Such experiences are not unusual for the amateur conchologists, people who collect shells. Conc

90、hologists 即 people who collect shells。4. 利用重复信息（Rephrasing）常见的重述标志有：that is, that is to say, in other words, namely, 以及破折号例 1 If this is happening to you, you may have what is called a phobia an overwhelming fear of some thing or situation. 即使破折号后面的overwhelming （极大的）不认识，能知道phobia 是 fear 也可以了。例 2 Fin

91、ally the enemy surrendered. They threw down their weapons and walked out of the house with their hands above their Page 13 of 86 heads. 放下武器、举起双手，你说敌人在做什么？Step 5：评选多选项，选出与自己的推断答案一致的选项。多选项中干扰项的主要类型：与文章中提供的信息相反；与文章中提供的信息似是而非；文章中根本没有提供该信息。Page 14 of 86 Unit One Business and Your Life 1.Can modern peopl

92、e survive without business? Why? Business provides us with the things we usefood, clothes, and many other products and services. Any interruption of essential activities in your community would create much hardship. a.Few people keep on hand enough food and other essentials for more than a brief per

93、iod, and any stoppage in the flow of products would result in considerable suffering. b.If no railroads or trucks were operating, c.If there were no deliveries of bread, milk, or other goods, d.If there were no electricity and gas, e.If there were no store, bank, factory, or restaurant open 2.What k

94、ind of business do you find most profitable? Give reasons. Buying land, futures (期货-e.g. oil), IT (Information Technology), opium poppy ( in Afghanistan), government officials, bookstore dealers telecommunications, superhighways, Automobiles dealers, servicing cars, products promotion, real estate a

95、gents,3. What are the three kinds of individual wants? Give examples of each kind. Individual wants consist of the necessities, comforts, and luxuries of life. Goods that everyone must have, such as food, clothes, and shelter, are called necessities . Goods and services, such as books, telephones, e

96、lectricity, and gas, which make life easier and more enjoyable, are called comforts . Nonessential high-quality goods, such as expensive jewelry, yachts, and custom-built cars, are called luxuries. Fast Reading Materials Passage 1 How To Test Your Reading Speed and Reading Comprehension This reading

97、 speed test is designed to measure the average English reading speed in the U.S.A. which is slightly less than 200 words per minute. When you are ready, scroll down the page so that the entire test area is visible in your window. Click once on the start button and start reading. After 20 seconds a p

98、op up window will appear and your computer will beep to indicate the end of the test. Note where you stopped reading; to the right is the number of Words Per Minute (WPM) at which you read this passage. (Please note that your reading speed on your computer screen may be slightly lower than if you we

99、re reading a book. Most people read slower on their computer screen, and for this reason even our online course requests that you print out all reading examples.) Page 15 of 86 From early Colonial days on, ships loaded with wooden hogsheads of thick, dark molasses came regularly from the West Indies

100、 to unload at Bostons wharves. Molasses took the place of sugar, which few colonists could afford, and it made Yankee rum. It was a keystone of Bostons prosperity and trade for almost three centuries-until January 15, 1919. I was a reporter on the Boston American on that fateful day. The stories com

101、ing in over the wire were predicting, rightly, that on the morrow Nebraska would become the 36th state to vote dry, thus bringing nationwide Prohibition upon this country (and rendering great quantities of molasses virtually useless). But even before the news could be printed, the biggest molasses s

102、torage tank in all Boston burst and sent an angry deluge of the stuff rampaging through the old North End, tearing down the elevated railway, demolishing buildings, drowning and crushing 21 persons and dozens of horses, wreaking property damage of more than a million dollars. . 27 WPM . 51 WPM . 78

103、WPM .102 WPM .135 WPM .159 WPM .174 WPM .207 WPM .234 WPM .258 WPM .282 WPM .303 WPM .327 WPM .354 WPM .384 WPM .414 WPM .432 WPM .453 WPM .477 WPM .489 WPM Passage 2 Reading Faster by Ron Kurtus ( January 2001) Students often must read and comprehend a tremendous amount of material. Being able to r

104、ead rapidly is an important skill that will make school work easier, as well as help you advance in your career. Most speed reading methods are based on skim reading first and in reading groups of words. It takes discipline and a mind-set to become a super reader. Questions you may have about speed

105、reading include: How important is reading fast? How is skim reading used? How do you read groups of words? This lesson will try to answer your questions and give you some tips on how to improve your reading speed. There is a mini-quiz at the end of the lesson. Page 16 of 86 Speed is important It cer

106、tainly is more enjoyable to be able to read something rapidly, instead of spending what seems like forever struggling through the words. Students and workers improve Besides the enjoyment factor, students need to get through a lot of reading material in as fast a time as possible. Efficient reading

107、skills will help them in their schoolwork and help to improve their grades. Workers must read reports, as well as research material, for their jobs. If they can read faster, with greater comprehension, their chance of a raise and a promotion is increased. Note that top executives usually have rapid-

108、reading skills. Improves comprehension Although it is difficult to speed-read a complex chapter in a Mathematics book, using speed-reading techniques do help to improve your comprehension. This is especially true when you have to read a large amount of material that can numb your brain. Skim reading

109、 Some speed reading methods have you first skim-read the material and then read it over a second time more carefully, but yet still at high speed. In skim reading you often just scan through the material, letting your eyes catch key words, that give you the crux of the written material. Skim several

110、 times When reading extensive material, you can first skim over the chapter and section titles to give you an idea of when the material is about. Then quickly scan through the material again to get a better idea of the topic. Finally, you read the assignment, but still reading rapidly. Read first se

111、ntence Since often the first sentence of each paragraph states the main idea of that paragraph, while the other sentences elaborate on that idea, you can skim read by just reading the first sentences. In some cases, you can get enough information by only reading the first sentence from each paragrap

112、h. Unfortunately, some writers make their paragraphs so long, that they have several ideas in them, and others stick the important sentences in the middle. In such cases, you cant use the first sentence method effectively. Page 17 of 86 Complex reading With some complex reading-like Mathematics-you

113、should still skim over the material, quickly looking at section titles and the equations and formulae. After you get an idea of what the material is about and where it is going, you can read it more carefully. Since you often may have to work out problems with a pencil, obviously your reading speed

114、will not be as high as other type of reading. Grouping words Most people read one word at a time, saying the word to themselves. This is a slow way of doing the task, especially when your mind is capable of processing information at a much higher rate. Look at groups of words One of the primary tric

115、ks in speed-reading is to look at phrases and groups of words instead of individual words. Instead of reading word-by-word, you read in chunks of information. You dont have to say the word to understand what it means. Practice with newspaper Try reading several words, a phrase, or even a sentence at

116、 a time. A good way to practice this is to read newspaper articles by scanning down the column, digesting all the words across, instead of reading each word at a time. A newspaper column usually has 4 or 5 words per line, and you should be able to process all of them at once. This method is one of t

117、he best for getting used to reading phases instead of words. Just practicing reading this way should noticeably increase your speed. In conclusion If you think about reading faster, you will make an effort to pick up the pace. Reading speed is something you must work on and concentrate on until it b

118、ecomes a habit. Being able to read and comprehend the material at high speed is a skill that is worthwhile for students and people in business. Most methods involve reading chunks of information so that you are skimming or scanning the book or document.4. Read This First!by Carol Orsag MadiganPage 1

119、8 of 86 Experts say that you need to read one million words per week just to stay current! Heres how to get through those reams of information faster and, more important, retain meaning. If you are an average reader (about 250 words per minute), you will finish this article in about 7.5 minutes. How

120、ard Berg, listed in the 1990 Guinness Book of World Records as the worlds fastest reader (25,000 words per minute) will complete it in less than five seconds. While financial managers arent out to set speed-reading records, theres no denying that piles of reading materials are stacking up on everyon

121、es desks a direct result of our techno-information age. The Xerox Corp. once estimated that the average business manager needs to read one million words a week just to stay current. According to Berg, creator of a home-study program called Mega Reading System, If we dont have the means for assimilat

122、ing all this essential information, we will be making bad decisions every day. Speed-reading courses are back in vogue. The old courses, very popular in the 1950s, were criticized for emphasizing speed over comprehension. Todays newer models focus on speed, comprehension, concentration, retention ev

123、en psychological factors such as anxiety and biological factors such as nutrition. The combination of these factors, says Steve Moidel, president of Allstate Speed Reading Center in Westlake Village, Calif., will maximize the brains potential. He states, With all our modern technological wizardry, w

124、e are still reading at the same rate of speed as our great-grandparents did over a hundred years ago. Reasons Behind Slow Reading Among the reasons why we read so slowly: Subvocalization. As children, we learned to read by reading aloud. As adults, we still hear an inner voice as we read (youre prob

125、ably hearing it right now). Moidel, author of Speed Reading, explains, If you pronounce the words inwardly as you read them, you then limit your reading speed to your speaking speed. Most people cant talk faster than a few hundred words per minute and thats the main reason the average reading speed

126、is 250 words per minute. Word-by-word reading.Berg, who has academic degrees in biology and psychology, says we first learn to read by learning separate letter sounds, then move to words and then to groups of words. Most of us stay somewhat stuck at the word level, but speed readers concentrate on l

127、arger groupings of words as large as a sentence, a paragraph, even a whole page. Berg contends, We read one word at a time even though the brain is designed to read more visually. So, in effect, we should be reading the way we drive a car. We look at the whole road, see all the automobiles, see the

128、road conditions, see the twists and turns in the road. Unconscious regression. Ever find yourself reading the same words over again? According to Moidel, this happens because the eyes move in very jerky starts and stops known as saccades. Page 19 of 86 Instead of moving to the next line, your eyes m

129、ight put you back on the same line or put you down a few lines too far. In either case, you end up reading the same material twice. Slow recovery time. Like regression, this problem stems from the fact that your eyes dont make a smooth transition from the end of one line to the beginning of the next

130、 line. Thus, you lose time while the eyes search out the correct line. Moidel maintains that this recovery time consumes about one-third of all reading time. Passage 3 The Day Before Yesterday: Lessons for the Day After Tomorrow By Sarah Webb August 12, 2004 | Environment Although almost all climate

131、 scientists agree that the Earth is gradually warming, they have long been of two minds about the process of rapid climate shifts within larger periods of change. Some have speculated that the process works like a giant oven or freezer, warming or cooling the whole planet at the same time. Others th

132、ink that shifts occur on opposing schedules in the Northern and Southern Hemispheres, like exaggerated seasons. Recent research by Frank Lamy of the University of Bremen in Germany examining climate patterns in the Southern Hemisphere at the end of the last Ice Age strengthens the idea that warming

133、and cooling occurs at alternate times in the two hemispheres. A more definitive answer to this debate will allow scientist s to better predict when and how quickly the next climate shift will happen. Few climate researchers, most of whom are from North America and Europe, have carefully examined cli

134、mate patterns in much of the Southern Hemisphere. Lamy and his colleagues, however, collected sediments from the Pacific Ocean off the coast of Chile and other sediment samples from locations directly inland and used them to examine the time period between 10,000 and 50,000 years ago. The chemical c

135、ontent of these samples establishes temperature fluctuations over time periods of hundreds to thousands of years. The 40,000-year period Lamy focused on was marked by large climate fluctuations in both hemispheres. The ocean sediment samples revealed a southern climate that was starkly out of sync w

136、ith that in the north. Warm periods in the Chilean waters matched up to times of cold weather in North America and Europe. Previous work had revealed the same pattern in Antarcticas climate, but until Lamys work it wasnt clear if the icy continents climate history was an oddity or reflected trends p

137、resent throughout the Southern Hemisphere. The results strengthen the argument that ocean currents, not atmospheric changes, dominate the movement of heat between the Northern and Southern Hemispheres. Ocean currents redistribute heat so that one hemisphere may remain warm while the other experience

138、s major cooling. If temperature changes primarily resulted from some global aspect of the atmospherean increase Page 20 of 86 or decrease in the amount of heat trapped by greenhouse gases, for examplethen Earth should show simultaneous warming (or cooling) both north and south of the equator. At fir

139、st glance, the South American glaciers appear to tell a different story. Earlier studies had shown that inland glacier melting in South America was not timed with warming in Antarctica. Looking at the iron content of sediments on land, where higher iron content corresponded to larger glaciers, Lamy

140、also noticed that the melting of the Patagonian ice sheet, a large Ice Age glacier that once covered modern-day Chile and Argentina, showed peak melting in the same pattern as the ocean sediments. The melting, however, did not occur when the nearby oceans were warmest. He attributes this seemingly p

141、aradoxical result to “glacial inertia.” The idea is that temperatures had to warm substantially before large sheets of ice at high altitudes would begin to melt. In this case, Lamy estimates that the melting of the Patagonian Ice Sheet would have lagged up to 1,000 years behind the surface warming,

142、enough to explain the apparent anomaly. Until now climate researchers have focused primarily on the Atlantic Ocean and Antarctica, with the bulk of the Southern Hemisphere left out of the picture. Lamys work suggests that the Southern Hemisphere could help provide a much clearer portrait of historic

143、al warming patterns and improve predictions of future rapid climate change. Lamy also thinks these changes are possiblebut in his world rapid means at least 100 years. Answer the following questions: 1.What are the two different ideas about the process of rapid climate shifts within larger periods o

144、f change? 2.What is the significance of the German Scientist Lamy studying the climate patterns in the Southern Hemisphere at the end of the last Ice Age? 3.How did Lamy and his colleagues examine the climate patterns in much of the Southern Hemisphere? 4.What kind of results did the scientists get

145、about the climate change from examining the ocean sediment samples? What is the significance of Lamy s work? 5.What controls the movement of heat? Is it atmospheric changes? Why? 6.Why was inland glacier melting in South America not timed with warming in Antarctica? 7.Do you know something about the

146、 Patagonian ice sheet? 8.Why have the climate researchers mainly studied the climate pattern of Atlantic Ocean and Antarctica? Page 21 of 86 Unit Two Marketing is All around Us 1.What is marketing? Marketing is the process of planning and executing the conception, pricing, promotion and distribution

147、 of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. The wide range of this definition which includes the following major points: Marketing exists to create exchanges that satisfy the goals of individuals and organizations. To reach these goals, m

148、arketing begins with panning and follows through with pricing, promotion, and distribution. Ideas as well as goods and services are marketed. Nonprofit organizations as well as profit-making ones employ the marketing process. 2.Services are also products, but in what ways are services different from

149、 other products? In several ways which are: They are intangible and perishable. (You cannot keep a plane flight, for example, nor can the airline gain income from an unsold seat.) Services also vary in quality. One business-class flight may serve a hot meal while another offers only sandwiches. Fina

150、lly services cannot be separated from the organization or person giving the services. (E.g.You cannot buy a plane ride from a railroad.) 3.Why do we say marketing is people? People are involved in marketing in many ways. They may be salespeoplein department stores, cashiers in supermarkets, ticket s

151、ellers in movie theaters, service-station attendants , real estate agents , florists or automobile dealers . These people are directly involved in marketing. This group includes receiving clerks in a large store, designersof window displays, artists preparing posters, copywriters preparing newspaper

152、s ads, and so on. Speed Reading Passage 1I once worked a couple of weeks at Amazon. One of the more popular categories of books that were ordered were the computer certification books. The one overriding memory I have for working at that place (apart from the lousy pay) was how heavy those computer

153、books were. Not surprising as most of them were nearing 1000 pages or so. There s no getting around the fact that there is a ton of information that you need to read and absorb when studying for a computer Page 22 of 86 certification so anything that makes that task easier has to be a good thing. Ri

154、ght? Well, here are some tips on getting the most from your reading time. How to tackle reading those huge computer books Spend some time reading the chapter headings and sub-headings from the index page. Get familiar with the framework of the book, how the book is organized and broken down into its

155、 sub sections, and the overall feel of the book. Skim the book. What is meant by skimming is to casually read over each page without trying to remember the material. Read a sentence here, a sentence there, look at a diagram here, a diagram there. Look for new terminology that you haven t come across

156、 before, look at diagrams and graphs and get a feel for the topic. This will help you get a feel for the new terminology before you have to really study the concepts, as well as help you ascertain the sequence within the book that these new concepts are introduced. Skimming will also help you to loc

157、ate specific charts, diagrams or tables later on. After you have skimmed the book, read the entire book through superficially. Only concentrate on the sections of the book that you already know or understand, and completely skip over entries in the book that you don t. This includes entire pages, pa

158、ragraphs, diagrams etc. Anything that you come across that you dont understand, skip it. Even if it means skipping more than 50% of the book, it doesn t matter. This is just the first reading - so dont get swamped trying to take in something that you don t understand. That can come later. Lastly, re

159、ad the book again and this time study the material. This will essentially be the third time that youve looked at the book, and a lot of the content, the structure and the feel of the book will be familiar to you. You should be able to tackle the entire book much easier. Passage 2 How to improve your

160、 reading speedFirst off, there is a difference in reading speed for most people depending on if they are reading technical or non-technical books. The average reading speed for a University student is about 250 to 350 words per minute. A decent reading speed would be about 500 to 700 words per minut

161、e, and its been known for some people to be able to read over 1000 words per minute and still be able to comprehend fully the text that they are reading. Note however that these figures are for non-technical books. Obviously you wouldnt expect those sort of figures when trying to absorb the nuances

162、of Cisco routers for example. Not everyone can improve his or her reading speed. There is no point in being able to read fast if Page 23 of 86 you re unable to comprehend the text that you are reading, so a person s reading comprehension skills need to be adequate to begin with. Most adults however

163、are able to improve their reading speed whilst at least maintaining their comprehension and recent studies suggest that by increasing your reading speed youll actually be able to increase your comprehension also. Simply moving your eyes more rapidly across the text without developing your reading ha

164、bits however does not constitute effective speed-reading and usually results in lower comprehension. In order to understand how you can increase your reading speed, you first need to know about the causes that can decrease your reading speed. Many factors can slow down your reading speed: Word-by-wo

165、rd reading Slow reaction time Slow comprehension Vocalisation (the need of a reader to voice the words as they read them to be able to comprehend the text) Inability to maintain attention (my biggest issue) Lack of retention (resulting in having to re-read sentences and paragraphs) Lack of reading p

166、ractice Deliberate slow reading in order to try to maximize comprehension Attempting to remember everything rather than remembering selectively. This list is by no means comprehensive, as there are many, many other factors which can reduce your reading speed. As this is merely a Speed Reading 101 co

167、urse, if you wish to delve further into this there are many good books on the market on the subject. A closer look at the list above will highlight the fact that many of those symptoms will probably lead to a lowering of your comprehension also, so it stands to reason that by eliminating a number of

168、 these causes should result in a higher comprehension rate. So the key to speed reading is not to simply move your eyes faster over the words - that will likely exacerbate the causes of slow reading and result in reduced comprehension. No, the key to speed reading is to address the above causes in c

169、onjunction with actually reading faster, and develop a more effective reading habit. So, how do you increase your reading speed Speed reading is achieved by learning specific reading skills. These are skills that have to be practiced and developed if you wish to increase your reading and comprehensi

170、on level. Perhaps the first step to increasing your reading speed is to know what you want to get out of the text that you are reading. In the case of a computer book you are essentially wanting to absorb the general concepts of the book as well as detailed specific information in certain areas. By

171、utilizing the skimming method you can extract the key points of the text while being able to ignore or discard irrelevant sentences. A good example would be the Dummies Guide to . If youve ever read one of those books youll know that indeed they do Page 24 of 86 explain things very simply - great fo

172、r the new user to that particular topic. But they also tend to have a lot of filler sentences that dont really add to the educational content of the book. Effectively skimming those books would enable you to extract the detailed information that you require, yet discarding the filler material. One o

173、f the key reasons people read slowly is because of the need to vocalize the words as they read. If you are such a person then you will only be reading slightly faster than you can talk, which is about 30 50% slower than you should be able to read if you were reading silently. If you are such a reade

174、r, then try to only vocalize every 3rd word or so as you try to train yourself to read silently. Dont re -read. On average a reader will re-read a word, a sentence, or a paragraph about 10-20 times per page. That sounds like a lot, doesnt it? Once you become aware of that fact it makes it easier to

175、identify just how often you do re-read. By reading a text faster you can easier eliminate the need to re- read passages. Youll often find that should you miss the context of a particular sentence, rather than having to re-read the sentence you can get a better feel for the context of that sentence b

176、y continuing to read and not going back to re-visit the text. Re-reading is a habit, and you can train yourself out of it. Use a pointer of some description, like your finger or the tip of a pen or pencil, to move along the text as you read. This will help you to acknowledge the amount of times that

177、 you have to stop and re-read a section of the text. Slowly train yourself to ignore the need to go back and re-read a section. Train your eyes to take in more than one word at a time. Learn to read in blocks of words, not individual words. By being able to focus on more than one word you are able t

178、o learn in phrases rather than individual words. In time, youll be able to pick out key words and ideas from blocks of words at a glance, thus increasing your reading speed even further. This is something that youll have to practice and make a conscious effort to do. Its probably best to practice th

179、ese techniques away from your study routine as youll probably be focusing more on the reading exercises than the computer certification that youre trying to study for. Once youre comfortable with your new method of reading, introduce it to your study regime. You will be surprised just how much more

180、effective your reading can become by just practicing these simple techniques at home. If you wish to develop your skills further there are some very good practice exercises that you can do for free from RocketReader , and there are plenty of books that cover the subject in much more detail. This is

181、by no means a comprehensive look into the world of speed reading, but hopefully it will give you some insight into what is possible with a bit of training. Good luck with your studies! DOC Page 25 of 86 Unit Three Buying Motives Questions for discussion: 1.What kind of buying motives affect you most

182、 when you go shopping? Emotional buying motives are based on a desire to have a specific product or service. Customers buy specific items because of their personal feelings. Customers often a act on impulse. Most buying motives are emotional fact, emotional buying motives may have more of an influen

183、ce on the customer s buying decisions than rational buying motives. Most of the time I buy things based upon my own personal feelings. I buy a certain product simply because I like it. 2.What are some common reasons for selecting one product rather than another? There are many reasons for selecting

184、one item over another: color, style, price, quality, versatility, convention, durability, use of the product or service, to name a few. 3.How can one be a successful salesperson? A salesperson must know clearly the different buying motives of customer, which are primary buying motives, selective buy

185、ing motives, rational buying motives, emotional buying motives, product buying motives and patronage buying motives so that he (or she) knows how to help customers and successfully sell his goods. Passage 1 WHAT YOU MUST KNOW ABOUT EMOTIONALby Susan Dunn, MA, The EQ Coach Every minute of every day w

186、ere using our emotional intelligence either to bring about good results or bad in our work and relationships. ?If youre faced with a sudden deadline, and start to panic, how you manage those emotions and how you pull out of the panic-state is EQ at work. ?When your manager yells at you or your boss

187、throws a tantrum, theyre not using EQ, and you have the chance to use yours in how you respond. ?When you and your partner seem to have devolved into pushing one anothers hot buttons, and blaming the other for the demise of your relationship, its time to start learning more emotional intelligence, s

188、ave the relationship and make life enjoyable again instead of an ordeal. ?When you have young children or teenagers at home every minute is likely an EQ event for you and for them. The state of your EQ determines how much your children learn and how effective they can become in life. ?If youre givin

189、g a presentation or trying to close a deal, your intuition can tell you whether its going well, and if not, how to change it for a successful outcome. And thats emotional intelligence, too. Your success at work relies only about 20% on intellectual skills and abilities. The rest is. emotional intell

190、igence, and most of us received no formal training in this whatsoever! Page 26 of 86 YOU SENSE ITS CRUCIAL AND YOURE RIGHT. You have an idea of what it involves - maturity, common sense, forethought, getting along with people and being able to make things happen - but youre not sure how to put it al

191、l together, and most importantly, how to improve. You know its important and you want to improve yours, but how to begin. YOU CANT JUST READ ABOUT IT IN A BOOK! We offer a full line of products and services which can help you develop mastery of the numerous lifeskills which make up your emotional in

192、telligence. The EQ Foundation Course?is distance learning, 12 weekly lessons on the Internet to give you the basics. We also have mini-courses on the separate competencies, such as Intuition, and Resilience. Resilience! Isnt that the key to it all? In fact, it has been named as the only successful w

193、ay to handle stress and change. You could even call it Change Proficiency, and it can be learned. We also offer ebooks on various competencies of emotional intelligence, such as Creativity and Optimism, to help bring you up-to-speed, and general topics, such as How to Build Your Career with Emotiona

194、l Intelligence. Emotional intelligence applies to every area of your life (career and relationships), and to all stages and transitions. BUT THATS JUST PART OF AN EQ DEVELOPMENT PROGRAM The catch is, after you read the books, you must put emotional intelligence into practice in real-life circumstanc

195、es. And by definition you cant do this alone. If you knew how to be doing it, youd be doing it already. We offer COACHING in emotional intelligence - actual in-the-moment guidance for you as you assimilate what youre read and learned, and start to put your new skills into action. This is the missing

196、 link that maximizes your chances of improving in this important area. WORK WITH AN EQ COACH To develop your own emotional intelligence, you must have real-life experience, and work with someone knowledgeable in the field who can coach you in putting the theory into action. To develop your childs em

197、otional intelligence, well, you cant take your child any farther than you are, so start an EQ program today - distance learning, ebooks, and coaching. Page 27 of 86 EQ coaching can be effective in person, by phone or by email. We offer all these services. On my website youll find a host of resources

198、 to get you started. But dont forget the most important part - personal coaching. usan Dunn, MA, The EQ Coach, http:/www.susandunn.cc . Coaching, services, ebooks, and distance learning for your emotional intelligence development, by the person who trains other EQ coaches (). Youve got your degree,

199、skills, expertise, and experience. Now put the missing part into the puzzle - develop your EQ. Mailto:sdunnsusandunn to schedule your program today. (Ask for free ezine.) When youre serious about improving your emotional intelligence, give me a call, 210-496-0678. Passage 2 KEEP LEARNING by Susan Du

200、nn, MA, The EQ Coach You must learn day by day, year by year, to broaden your horizons. The more things you love, the more you are interested in, the more you enjoy, the more you are indignant about-the more you have left when anything happens. - Ethel Barrymore Al Siebert, Ph.D., who studied resili

201、ent seniors, discovered that they had a childlike curiosity, and a lifelong love of learning. People who die in their 5th and 6th decade had this life trajectory: school, then work, then leisure. Resilient seniors had combined all three throughout their lifetime. Take a look at this painting - http:

202、/www.susandunn.cc/images/neophyte.jpg target=www.susandunn.cc/images/neophyte.jpghttp:/www.susandunn.cc/images/neophyte.jpg. In fact print it out and put in on your computer. Its called The Neophyte, which means newly converted. However, I see this painting symbolically - the men as people and all t

203、he same age, but the one who is learning is alive! Ive seen this happen repeatedly with coaching clients who are in a midlife crisis. Some are burnt out on their jobs, others on their careers. They feel theyve failed to find the prescription for a happy life. Its all been there, done that. Theyre li

204、ke the old men in this painting - asleep, bored, exhausted, resistant. They know this, but dont know what to do about it. Once they start learning something new, they become excited again. As one of them told me, who was an expert on homelessness and explained this complex social problem to the publ

205、ic, I long to sit in the back of the room and be the one raising their hand saying What does that mean? My prescription to her was that she do exactly that! Once she put herself back in that position-changing careers completely-she came alive again. This takes courage, because it often means the bat

206、tle of the golden handcuffs. It also goes against Page 28 of 86 the societal grain that we become experts and stay there. But those who are willing to forego the ego trip and the money which hasnt bought happiness, benefit. However, you need not do it so dramatically. You can learn new things in you

207、r own field, learn a new language, learn a new hobby, or travel to a new land. Too old? One of my clients whos 58 became fluent in German in two years. Another, whos 60, went from zero to designing websites in three years. However you choose to keep LEARNING in your life, the evidence is in thats it

208、s one of the best things you can do. (c)Susan Dunn, The EQ Coach, http:/www.susandunn.cc. Coaching for all your needs. Mailto:sdunnsusandunn.cc for FREE ezine. Page 29 of 86 Unit Four Selling Unit Five American Business Heroes Passage 1 Reading Faster and Smarter Experts say that you need to read on

209、e million words per week just to stay current! Heres how to get through those reams of information faster and, more important, retain meaning. If you are an average reader (about 250 words per minute), you will finish this article in about 7.5 minutes. Howard Berg, listed in the 1990 Guinness Book o

210、f World Records as the worlds fastest reader (25,000 words per minute) will complete it in less than five seconds. While financial managers arent out to set speed-reading records, theres no denying that piles of reading materials are stacking up on everyones desks a direct result of our techno-infor

211、mation age. The Xerox Corp. once estimated that the average business manager needs to read one million words a week just to stay current. According to Berg, creator of a home-study program called Mega Reading System, If we dont have the means for assimilating all this essential information, we will

212、be making bad decisions every day. Speed-reading courses are back in vogue. The old courses, very popular in the 1950s, were criticized for emphasizing speed over comprehension. Todays newer models focus on speed, comprehension, concentration, retention even psychological factors such as anxiety and

213、 biological factors such as nutrition. The combination of these factors, says Steve Moidel, president of Allstate Speed Reading Center in Westlake Village, Calif., will maximize the brains potential. He states, With all our modern technological wizardry, we are still reading at the same rate of spee

214、d as our great-grandparents did over a hundred years ago. The following tips and techniques are not intended to substitute for a full-fledged speed reading course, but they should enable you to improve your speed and comprehension skills. If you want to get really serious, consider taking a course i

215、n speed reading. 1. Preview the material before you read. Whether you are reading a book, a magazine article or a business report, glance through it to get an overall idea of content. Berg says, First you skim to find out whats there. Not to learn the information, but to see where the information is

216、. Be on the lookout for introductions and summaries, subheads, charts and diagrams. Youre preparing yourself, says Berg. Youre setting up a map in your mind of the territory you are about to cross. Youre anticipating where youre going before you get to it, and, as a result, youll be more effective a

217、ll along the journey. Page 30 of 86 2. Use your finger as a pacer. There are a number of finger/hand techniques used in speed reading, but Moidel explains the simplest: Make a fist, then extend the index finger. Use the index finger to underline words in a line of text, moving the finger from the ri

218、ght margin to the left margin. Keep your eyes on the words above your fingertip. Moidel says, When you finish the line, you have to make an effort to get to the next line as quickly and smoothly as you can. You can train your finger to respond automatically to the end of a line and zip back to the n

219、ext line. Its like a conditioned response like hitting the brake pedal when you come to a red light. By using the finger as a pacer, says Moidel, you reduce the two problems of regression and slow recovery time. Its a simple technique, but it can double your reading speed within a couple of hours, o

220、nce you get comfortable. 3. Mark difficult material with check marks. As your finger glides across the lines of text, you may encounter words or concepts that you dont understand. If you stop to use a dictionary or reference book, you will slow your speed and break your concentration. If you have a

221、pencil in your hand (held horizontally in your fist), you can make a check mark in the margin near the unfamiliar material. Oftentimes, the meaning of the unfamiliar words will become clear within the context of the material as you read on. If not, when you reach a break point (like the end of a lon

222、g section), you can then stop and look up the meaning. 4. Speed up when encountering familiar information. We often spend as much time, or more time, learning what we already know as opposed to new information, says Berg. Accounting materials can have a lot of redundancy in them. Financial managers

223、want to look for where the information becomes unique, different from the boilerplate material. By speeding up when you encounter familiar data, you can increase your speed dramatically. 5. Try to visualize whatever you are reading . Reading is predominantly a left brain activity (the left brain dea

224、ls with analytical areas like language and math), while the right part of the brain is the more creative part (dealing with art and visual imagery). According to Moidel, When you get to difficult material, or technical material, and its not very visual, your right brain starts to daydream. It will m

225、ake pictures because thats what its supposed to do but the pictures will usually be of things that arent related to what youre reading. Make the effort to try and picture whats happening on the page, even if its abstract material, so you can bring the right part of the brain into the process. It doe

226、snt even matter whether you can make good pictures. The effort will make you focus on the material and improve concentration and recall. 6. Read with a purpose. Suppose you are reading a business report. What information is important to your particular job? What information will your boss expect you

227、 to know and utilize? Berg states, Successful people know how to filter whats superfluous from whats relevant. They know how to cut through the excessive data that clogs the accounting machine. A lot of people get caught up in the pennies and, as a result, they lose the dollars. Page 31 of 86 7. Eli

228、minate external distractions. Make sure you have the proper lighting, a comfortable chair and desk and try to keep the noise level as low as possible. In addition, says Moidel, You shouldnt have five different assignments or projects on your desk at the same time. The only project in front of you sh

229、ould be the one you are working on. 8. Stay calm. You wont be able to concentrate on reading if you are stressed out. Use deep breathing, meditation, simple body exercises whatever it takes to get your body relaxed and your mind alert and able to focus. Moidel points out that music that corresponds

230、to the natural rhythm of the human body can help (see Music to Concentrate By , right). 9. Take periodic breaks. In general, Berg suggests a 10-minute break for every 50 minutes of reading. When reading is very technical or the text is loaded with numbers, a 10-minute break for every 20 minutes of r

231、eading is advisable. If you dont give your brain a rest, says Berg, you will remember the text for four to eight hours, then forget it. He concludes, If you dont take a break, youre not going to be able to store and retrieve information because it was never stored in permanent memory. 10. Sleep and

232、eat properly. Your reading and learning abilities take a nosedive when you have had insufficient sleep. A balanced diet is also important. According to Berg, Whichever food group hits the brain first, whether its protein or carbohydrates, affects the brains chemistry. The carbohydrates will make you

233、 tired and sleepy, but the proteins will activate your alertness level. So its very important that we eat protein before we go to work. Passage 2 Client-Focused Marketing by Kirk Lowe Client-Focused Marketing isnt just a loyalty strategy; its a growth strat egy.Building strong relationships with you

234、r clients does more than just keep them happy and loyal. It opens the doors for you gain a greater share of their assets, presents cross-selling opportunities and increases your referability. By building strong relationships with your clients you are essentially building a wall around them. Actually

235、 its more like a cocoon; and as your clients life stages change, so too must the cocoon. From Customer to Client A customer is based on a transactional business and a client is based on a relationship and the perceived value they get from the relationship. Of course the value of a customer versus cl

236、ient relationship is also based on the perceived value one gets from such distinction. If someone believes there is little value in having a relationship with him or her, they will most likely remain a customer. If they perceive greater value in having a strong relationship with you then they are mo

237、re likely to welcome and pursue having a strong relationship with you. Page 32 of 86 There are a number of factors clients look at when determining the value of such relationship, and they will differ depending on the client and their needs. In order for you to effectively strengthen your relationsh

238、ip with each of your clients you need to fully understand what is most important to them. What is it that you can provide them that will add the most value to your relationship with them as they see it? To fully understand your clients wants, needs, dreams and concerns focus on the discovery process

239、, which includes listening, questioning and caring. In communicating with your client it is important to cover four key areas of their lives and how you might be able to better understand them. These include: 1. Family - size, relationships, values, dynamics 2. Interests - leisure, philanthropy, vie

240、ws 3. Finances - investments, salary, needs, attitudes, philosophy 4. Career - stage, goals, salary, Uncovering these four areas will help determine their life stage and financial situation as well as their wants, needs, dreams and concerns. It is difficult t build a long-lasting relationship if you

241、 dont have success going through this process. Cross-Selling Opportunities One of the spin-off benefits to gaining in-depth knowledge of your clients lives is that you are able to fully understand and their needs and views which presents opportunities to sell products or services which you wouldnt o

242、therwise have known about. Upon further developing your relationship through the above mentioned four focus areas, you might gain insight into products or services that may better meet their needs and concerns. Suppose you discover that the reason your client has not bought into Estate Planning is b

243、ecause they dont feel comfortable leaving their estate to their two children because theyre worried that such an influx in wealth will negatively influence the lives they currently lead. This presents an opportunity to re-introduce estate planning as having control over how their assets are passed o

244、n versus how to effectively transfer as much wealth as possible. Had you not gone through the discovery process, you wouldnt have known the dynamics, values and concerns they hold. Increasing Asset Share It is a well-documented fact that many financial advisors mistakenly assume that they are managi

245、ng all of their clients assets. The truth is that most of your clients have money, assets and most importantly relationships elsewhere. Increasing your wallet share is about taking the extra time and resources to build your relationship with them in such a way that they dont just want to maintain th

246、eir relationship with Page 33 of 86 you (loyalty), they want to give you more assets (growth). When you ask them for more assets they cant say no, because you have clearly built such a strong relationship with them, it far exceeds any efforts or professionalism their other advisors have shown. If yo

247、u are going to ask, then wait until you feel your relationship with them has reached certain closeness. Otherwise theyll likely lie to you, as many clients do (remember its okay to lie to a salesperson). Wait until you have shown them how committed you are to their success. When you decide the time

248、is right to ask, dont phrase your question as a question. Phrase your question as a statement. Obviously you have assets with other advisors, most prudent investors like yourself do. In order for me to effectively create and manage your financial plan I need to fully understand your entire financial

249、 situation. I admit that I dont necessarily need to manage all of your assets, provided I at least know about them, to ensure a complete and successful financial plan. However I would like the opportunity to manage all of your assets and would like to earn the right to do so. Growing Your Business I

250、magine you walk into your doctors office with a sore throat. They sit you down in their waiting room, offer you a coffee and cookie, and then within five minutes lead you to the doctors office. Your doctor greets you as if you were their best client. They begin to sincerely ask you what the problem

251、is and continue questioning you until they have a clear idea of exactly what is wrong and what your concerns are. After establishing what is wrong and your concerns they then ask you how you would like to resolve these symptoms and what future actions you can take to avoid similar problems. They pro

252、pose a solution, thank you for your business and send you off as a very satisfied client, not just a customer. How likely is it that you will remain a client of this doctor? Quite. How likely is it that you will seek their advice on all health matters? Quite. How likely is it that you will refer you

253、r family, friends and colleagues to their services? Quite. Simply put, focusing on building strong relationships with clients alone, will not only maintain your business, it will help grow your business. The keys here are to provide quality and timely advice based on fully understanding your clients

254、 wants, needs, dreams and concerns. You present recommendations that show you understand and care then explain how much you appreciate their business and especially the trust youve placed in them. From time to time, gestures of appreciation work well and help solidify your relationship by not just s

255、aying how much you appreciate their business but by showing them as well. Both work well and complement each other. Page 34 of 86 Passage 3Client-Focused Marketing Ideas There are a number of marketing and communication campaigns that will help strengthen your relationship with your clients. The mai

256、n goal however is always constant and consistent communication and there is no better way than the integration of technology with traditional marketing and communication strategies. Technology presents several opportunities to make your communications and marketing strategies more effective and effi

257、cient. More effective means you will be more likely to implement, sustain and succeed, as well as reach your audience with more impact and greater convenience. More efficient means more affordable and less time consuming for you and your staff. Integrating technology (the internet and software) wont

258、 strengthen relationships with your clients and prospects all by itself, email wont replace one-on-one contact (phone calls, meetings and seminars) between you and your clients and your web site wont be your sole marketing strategy. Clients have new, higher expectations and that there are new ways t

259、o meet these expectations. If you try and meet their new expectations solely with traditional methods you will have less time to focus on doing what you do best, working and communicating with your clients directly. Youll have less time to devote to relationship building - revenue-generating activit

260、ies. The following table outlines several effective and efficient marketing and communications initiatives for you to consider. Initiative Description Resources - Articles The Internet The Internet provides an effective, efficient and convenient medium. Web Site A web site should be the HUB of all y

261、our marketing efforts -everything should lead back to it. It inherit qualities make it perfect for this: accessibility, dynamic, impacting, convenient, etc. Your Web Site; Your Marketing HUB Tips for Web Content Outsourcing The Design & Development of your Web Site Email Email provides and effective

262、, efficient, convenient and affordable communication vehicle. Page 35 of 86 eNewsletter An eNewsletter is a great medium to stay in touch on a regular basis with important information about financial planning, your practice, upcoming events, and so much more. It is highly effective, efficient and wo

263、rks well with a web site and other initiatives including traditional methods. Email versus Print Benefits of Using Email Outsourcing Your eNewsletter eCards - Personal Sending a personal eCard for a special occasion or greeting can be powerful; as powerful as a letter or a phone call. Birthdays, Ann

264、iversaries, Thanks for your Business to name a few. Free eCard Service More on eCards eCards - Business You can also use eCards for business reasons. RRSP/401K reminders are a good example. They can also be used as seminar invitations or even new investment opportunities. Free eCard Service More on

265、eCards eReferrals You can use your strong relationships to grow your business through referrals. Getting eReferrals is a great way to build your eNewsletter and prospect list. eReferrals - easy as 1, 2, e! eReferrals ReferralsReferrals are a great way to build your business and are a sign of happy c

266、lients who have put their trust and confidence in you. COIs Centres of Influence (COI) are a great way to build relationships with clients. It can be an exercise in ensuring they have advisors for other key areas of their lives, which presents other opportunities for you to refer other professionals

267、 if they arent being adequately serviced. Developing Referrals from Centres of Influence eReferrals You can use your strong relationships to grow your business through referrals. Getting eReferrals is a great way to build your eNewsletter and prospect list. eReferrals - easy as 1, 2, e! eReferrals S

268、eminarsSeminars are a great way to meet with clients and referrals to introduce them to concepts and /or products that may be appropriate for them. Product & Service Focus Seminars aimed at promoting a service (strategy) or product. Lifestyle & General Interest Focus Seminars aimed at general intere

269、sts of the client - not financial related. (i.e. Health or How To Use The Internet Seminar) Internet Training for your Clients Client Appreciation Letting your clients know you appreciate their business is always good business. Page 36 of 86 Events Hosting client appreciation events is a long-standi

270、ng practice. It doesnt have to be ritzy, but it should be nice and appropriate. Client Appreciation Ideas Words of Appreciation Simply saying you appreciate their business goes a long way. You can say it in person or in a letter, greeting card or eCard. Client Appreciation Ideas More on eCards Gifts

271、 of Appreciation Sending a gift as a sign of appreciation works well also. Anything from concert tickets to a gift certificate to flowers are all hits. Client Appreciation Ideas Page 37 of 86 Unit Six Henry Ford and the American Automobile Speed reading material: Passage 1 Shakespeare vs. the Annual

272、 Report The purpose of reading at top speed, says Berg, is to assimilate information quickly. A lot of what accountants read is not very dramatic. Its information regarding the bottom line, which is not necessarily something they are going to feel passion over. The material needs to be read and unde

273、rstood and retained and applied. At high speeds they can get that information. When you are reading for pleasure, however, you want to shift gears, slow down. You want to savor the material and allow yourself an emotional experience. Berg laughs, Youre not going to read one of Shakespeares sonnets i

274、n three seconds and then cry over how beautifully written it was. Originally printed in the October 1997 issue of Controller MagazineYou now have an idea of your reading speed. How did you do? Please click here and let me know how you did on this reading test. Being able to read over 300 words per m

275、inute, comprehend what you have read, and remember the reading material is essential in todays world. Information is bombarding our personal and professional lives through email, the internet, magazines, and work-related materials. The above passage is a sample of a reading exercise that will test y

276、our speed and comprehension. A famous film producer mentioned that he took a speed reading class using Of War and Peace as the reading material. He said after speeding through the novel, all he remembered was that it was about a war. The goal of this reading course is for you to gain more than just

277、reading speed. We want you to understand and remember what you have read. This course is about helping you gain improved productivity, increased speed, comprehension, and vocabulary so you will be able to handle todays expanding work loads. My reading course is available in 3 versions, a printed wor

278、kbook, a CD-ROM course, and online. Page 38 of 86 Unit Seven Types of Business OrganizationSpeed reading materials Passage 1 SOME FACTS ABOUT ON-LINE RICHES by Willie Crawford A recent discussion on an on-line discussion forum reminded me of when I was involved in mail-order in the early 1970s. My i

279、ntroduction to income opp-ortunities was when I answered an ad offering a plan for making $100 a day stuffing envelopes. The ad offered a plan for $1 and a self-addressed, stamped envelope. In exchange for my dollar and envelope I received an 8 1/2 x 11 sheet telling me to run the same ad and when I

280、 got responses, send them the same sheet. I kept searching for something better :-) I soon got involved in mailing out circulars offering various products and services. I charged others to mail their circulars using my bulk mailing permit. I also charged them for running their ads in my ad-sheet. It

281、 was a world where we paid to run our ads in each others newsletter. There seemed to be a lot of people selling the same opport-unities to each other. Fast forward 30 years, and I see many similarities in some on-line businesses. That discussion on the forum caused me to step back and ask a few ques

282、tions. The most important question was, Whats the difference between selling a dream and helping someone to really build an on-line business. I see hundreds of plans/schemes that Im convinced are not plausible ways to earn a decent income on-line. These are the biz-ops where people are just selling

283、each other the latest insider information and plans that promise to make them big successes. I know that most of these plans arent doing the trick because I talk to numerous people about what really works every week. Im involved in several mastermind groups and also participate in brainstorming call

284、s. We discuss what techniques are really growing each others businesses. I also get emails from 20 - 30 people a week who arent achieving the level of success they desire, and they often ask me for solutions. I have to first of all admit that I may not have a ready solution for them. Whats working f

285、or me make not work for them because of differences in my target audience, difference in my relationship with my audience, and even timing. So I spend a lot of time brainstorming with them. usually for a fee :-) One of the first realities we must face is that selecting the right product or service t

286、o promote is perhaps the most important decision they have to make. Choose the wrong service. one no-one wants, and youre dead in the water before you start. Yes, youll get a few people purchasing your product but not in the volume you desire. The second reality that we must face is that you need a

287、really solid marketing plan. Promoting your products or services in an unorganized, scatter-gun fashion will produce lesser results. You need to flow out what activities you are going to use in promoting your business. Everything needs to be planned out. Then you need to stick with your plan long en

288、ough to see the results. Plan, implement, measure results, make adjustments - thats the formula. The third reality that we must face is that building a thriving on-line business can be hard work. Ive put in many 18-hour days and fell asleep at my keyboard many times. It takes time to build a list an

289、d to build credibility. I havent discovered any foolproof shortcut to this reality. Page 39 of 86 Having faced the above realities, I go on with my clients to look at what they are doing to build their businesses and how they can improve them. On the internet it all boils down to traffic. to reachin

290、g an audience and convincing them that your product offers the solution to their wants or needs. That means using the search engines and email to attract traffic. It also means learning to write good copy or getting someone else to do it for you. I dont see any shortcuts there. Words sell, and putti

291、ng the right words in the right order is a science. Its something anyone can learn. Poor webcopy is the biggest problem on most of the websites I visit that arent making any money. There are literally hundreds of ways to reach your target audience and attract them to your website. The first step is

292、properly identifying who you should be targeting. That one step allows you to spend your promotional dollars in the right place. the place where you will get the greatest return. For some products, and some businesses, paid-for search engine listings are a great option. For others buying banners on

293、other websites (exit popups, etc.) are a great idea. I gain great exposure by having my articles appear in others ezines and on others websites. This takes time to build up momentum though. I also have an army of affiliates driving traffic to my sites. This also takes time. When I look at my secrets

294、 to success, building relationships with a lot of prospects over the past seven years has played a big part. Thats just the path that I took. Ive seen people achieve incredible success in a matter of month, but I have seen many more fail. The one thing that I want all of my clients to ask themselves

295、 is, If it was so easy to come on-line and make your fortune, why arent many more quitting their off-line jobs and doing it. Thats a very important question to at-least contemplate. Hopefully, this article wasnt too negative. I just see a lot of similarities between the envelope stuffing schemes I f

296、ell victim to in the early 1970s and the on-line world today. Fortunes are being made on-line. It takes a product or service that people need and want, and then you have to make them aware of it. That often takes a lot of hard work. However, when you finally make your breakthrough, it will be worth

297、every ounce of effort. Make absolutely certain that you start out with the right products though. To your success. Willie Crawford has been teaching others how to build an on-line business since late 1996. Frequently featured in radio, magazine and newspaper articles and interviews, Willie teaches t

298、he average guy what the top marketers are doing but seldom talking about. For example, Willie demonstrates the power of automated residual income through his system at: http:/. Test drive this system now. Passage 2 HOW TO SPEAK WELL? by Amrit Hallan Do you get tongue-tied while speaking to strangers

299、 or office-colleagues? Or, the thought of giving a presentation/speech to a group of people sends a rattle snake up your spine? Your voice turns viscous, your knees go weak, and your spirit leaves you to stroll on another planet? Page 40 of 86 Dont worry; you are not in a minority. The greatest of m

300、en and women have gone through this harrowing experience. The fear of speaking is rated as only second to the fear of snakes and before the fear of dying. Ok, I must confess that I stole the previous line from another article. But believe me, most of it is stereotypical. People who can speak in the

301、presence of many people are considered to be smart, intelligent and outgoing; whereas those who prefer to be quiet are considered to be not very intelligent. Effortless ability to speak is construed as smartness. This is not so. Your intelligence has got nothing to do with your public speaking verve

302、. Its all in the attitude. Once you can make yourself believe its no big deal, you can speak in front of 10s, 100s, 1000s of people. Just, dont give your mind to scary speculations. Be yourself, be clear of your words, and try to like people sitting in front of you. Here are a few tips you can use t

303、o improve your speaking skills. They can also be implemented on day-to-day work-place interactions. WHY DO YOU WANT TO SPEAK? Once you know why you want to speak, your confidence gets a boost. Is it important for your business? Is it important for your job? Are you pursuing a noble cause that you wa

304、nt to promote through your speech? Do you want to join politics in the near future? Do you just want to put a point across? Think hard why you want to speak and write it down on a piece of paper and then read it again and again. Is it worth taking the risk (the word risk is misplaced here, but Im tr

305、ying to drive in a point)? If you find yourself saying yes, then half the battle is won. MAKE YOUR INTENTIONS CLEAR ASSERTIVELY You, on your own, become assertive once you know why you want to speak. Put emphasis on your words, but dont over-do it. I remember attending a workshop where an e-learning

306、 expert was giving a presentation. She was so assertive that in a few minutes she became a nuisance and everybody was feeling awkward and funny. MAKE EYE CONTACT Look in the eyes of your audience. Try to make as much eye contact as possible. It will put you at ease. It also shows whatever you are sa

307、ying you are saying it with a conviction. BE FLEXIBLE Page 41 of 86 To keep yourself in a relaxed state, keep your body flexible. Dont stiffen your shoulders, arms and legs. Take deep breaths. Imagine a soothing beam of white light permeating your limbs and feel its serene touch from within. Does it

308、 sound superfluous? USE QUESTIONS Asking questions makes your speaking session interactive. Get their input. You begin to converse with your audience and this makes you comfortable. You strike a friendly note and your audience no longer seems intimidating. Most precarious issues in the international

309、 politics have been resolved through two-way communication. POSTURE WELL Use your posture and body language to your advantage. A few points above I had mentioned that you should keep your limbs relaxed while talking. A relaxed posture is a good posture. LISTEN If you listen well, then you speak well

310、. All good speakers are good listeners too. If you listen, you know what other people are thinking of. By listening, you gauge the atmosphere in the room and adjust yourself accordingly. Speaking is not an art, it is not a skill. It is just an expression. The moment you are true to yourself and the

311、people around you, you can speak well. Passage 3 VALUE IS KING : MAKING BIG BUCKS IN ITby David Berube Value IS king. Thats what we get paid for. For some strange reason, though, we tend to think that we are getting paid to use technology. If you look at ads for technology service companies, you fre

312、quently see a listing of skills. Qualifications. Abilities. As though the mere fact that some random firm possesses IT specialists that are familar with some random technology is going to transport a buyers firm to dizzying heights of unforeseen profitability. On the other hand, desktop computer com

313、panies dont fall prey to this trap. They stress benefits. They stress value. They know their buyer isnt looking for a motherboard with an onboard soundcard; they know hes looking for a computer he can play games on, or edit his family picnic pictures, or whatever. They know that they get paid to pro

314、vide value. They, like all technology companies, are getting paid to accomplish some business goal - to make somebody money - to produce VALUE. V-A-L-U-E. Its the ONLY thing that anyone gets paid for. Page 42 of 86 Because its all youll be paid for, the only thing you should be concerned with is pro

315、ducing value. Thats it. If a technology paradigm, language, or fad doesnt help your clients, you dont need to concern yourself with it. On the other hand, your client doesnt care what technology you are skilled at. He only cares what value you can give him. Therefore, become a technology atheist. If

316、 you need to learn and use a new technology, do it. Dont be addicted to your favorite technology; for a technology consultant, technologies are just tools in the toolbox. Further, dont worry about conventional wisdom, particularly when it comes to business practices. Most people in the technology in

317、dustry arent very good at running their business. They are technology people, not businesspeople. Because they arent very good at business, they dont dispense very good business advice. Because their advice isnt very good, dont take it. For example, most technology people charge hourly rates. This i

318、s a terrible idea. The idea that your time is intrinsically worth money is foolish - it isnt. Only the value you provide is worth money. Even worse, when you charge by time, you do not have any direct fiscal motivation to do good work, or even to work hard. In fact, you have motivation to do the opp

319、osite; by stretching out the work, you create more work for yourself. This is puts your best interests in direct opposition to the clients. Clearly, that isnt a good idea. It is far better to charge by value. Charge based on how much your client is going to benefit. Hypothetically, if you could spen

320、d ten minutes and save your client $100,000 a year, isnt $20,0000 or $30,000 a reasonable compensation? Thats an obscene sum if your thinking in terms of trading money for time. However, its totally reasonable if you think in terms of value. And in the end, you will only be retained if you bring val

321、ue to your customer. It is far wiser, therefore, to motivate yourself to produce value. The best way to do this is by charging by value. Projects should be billed by the project, not by the hour, and they should be estimated, again, by value, not by time. Projects should always be worth more by valu

322、e than by time - if there is ever a project that isnt, when your time is worth more than the value of the project, then you shouldnt undertake that project. After all, if the benefit of the project isnt worth at least as much as the work required, why do it? Because value is everything, you should c

323、harge by value. And at the same time, you should strive to provide as much value to your client as possible. By doing this, youll be motivated to provide more value for the client. The more value your provide, naturally, the more you charge, and both you and your clients will benefit. About the auth

324、or: David Berube is a technology consultant, speaker, and renaissance man. Hes known for teaching businesspeople to use technology to reap huge profits. Page 43 of 86 If youd like a chance to hear more about making money in IT, check out his website: http:/ 4 RAINY DAY PR RESOURCES by Ben Silverman

325、Severe thunderstorms swept through the New York area on Tuesday morning keeping me from my golf date and forcing me to sit idly in front of a computer on what was supposed to be my off day. To my surprise, I ended up having some real fun surfing the Net and discovering new PR resources. From The Dar

326、k Side New York-based PR maven Loren Pomerantz is penning a monthly column for MediaB called From The Dark Side. Its like a reverse PR Fuel - Pomerantz tells the media what the PR business is really about. And heres another myth: PR professionals are all on a dishonest mission to promote their own a

327、ngles and to keep reporters from the real stories. Well, yeah, of course we have angles. Its our job to get our clients in the middle of stories. But youre always looking for fresh takes, so why shouldnt we try to make that take about our clients? So, sure, well provide you with all the facts that w

328、e believe support our stories, and, no, were not going to promote the possible negative angles. Its our job, after all, to try to get you to believe in our story and sell it to your readers to promote the causes of our clients, she continues, Pomerantz writes. I can vouch for Pomerantz; she did the

329、PR for a tech company I once had a partnership with and her efforts resulted in press clips for me from The New York Post (before I wrote for them), The Industry Standard and The Wall St. Journal. Link: - Its C For PR and Media People Thats how Jeremy Pepper (who I wrote about a few months ago) des

330、cribes the recently launched MediaB. Based in sunny London, England, Media Buddies was founded by David Davis, a journalist turned PR bigshot who is the CEO of PMA, described as Europes No 1 training company for journalists & PR executives. Page 44 of 86 In the inter-related fast moving global world

331、 of the media, where friendships and contacts are easily made and frequently just as quickly lost, this question is often asked but too rarely answered. That is, until now with the launch of MediaB the worlds first exclusive media online reunion community, is how Davis is flacking the site. Full fun

332、ctionality wont launch until September, but if you become a founding member now, you wont have to plunk down the 10 quid annual fee for the first year. Its an intriguing concept - a reunion community for a specific industry that can act as a networking community as well. Link: Press Release: - Bul

333、lfighter PR Fuel leverages cross-media opportunity synergies, seamlessly fusing them with recalcitrant outside-the-box, paradigm-shifting brain blurbs to enhance reader acumen. Thats what some marketing genius would write if I asked them to describe this newsletter. Thank goodness for the people at

334、Deloitte Consulting. The folks at Deloitte have come up with Bullfighter: a free software that works a lot like the spelling and grammar checker in Microsoft Word and PowerPoint, but focuses on jargon and readability. Basically, Bullfighter cuts the bull of your documents. Believe me, a lot of us ne

335、ed this. I learned how to spin jargon when I was writing business plans for dot-coms. Its amazing to think some non-sequential ramblings, a few graphs and some big (unattainable) numbers could attract $12 million in funding, but I have the proof. Those days are over though and the use of bull isnt g

336、oing to win you any friends. As Ive mentioned a number of times: Keep it simple. Youll need Windows 2000 or Windows XP for Bullfighter to work. Deloitte will send you a free CD version of the software if you dont feel like downloading it. Ive clued some PR people onto Bullfighter this week and the r

337、esponse has been positive all around. Link: http:/ - Passage 5Media Kitty Says Meow Page 45 of 86 Media Kitty bills itself as The Leading Source For Trippy Journalism, so naturally I started thinking about Hunter S. Thompson and the time I ate some bad sausage and started hallucinating in the newsro

338、om. Trippy comes from the fact that Media Kitty is a service designed to hook up travel writers with PR professionals. For $49 a month PR professionals get the following services: - post unlimited consumer travel news releases - post unlimited trip opportunities for qualified journalist to apply qui

339、ckly and easily online - respond to journalists who post requests seeking to learn about services and destinations - list clients as experts for journalists - access an online directory of top media and industry contacts Is it worth the money? I dont know; the travel and tourism business is not one

340、Im very familiar with. But there is a ProfNet type section where journalists seek information and ideas. Might be worth checking out if travel/tourism is your specialty. Link: - Nobody Does It Better Than Google News Somehow, Google keeps getting better. Google News is probably the best up-to-the-m

341、inute online destination and thanks to a pumped-up advanced search, its now one of the best resources for quick research. Not only can you search by publication, you can also search by location. Trying to find out if someone in Denver wrote about your client? Just use the advance search. Check out t

342、he search I did: As always, be careful with Google News, you may end up addicted. - Are You Up2Speed? Its a weblog! Its a series of newsletters! No, its both. Recently launched Up2Speed is all about Internet marketing and that includes PR. You can find BL Ochmans excellent I-PR newsletter and comm

343、entary from my old pal Robert Loch (Robert was a contributor to my now mothballed DotcomS and penned some excellent analytical pieces on everything from why S should die to why Osama bin Laden exists). Page 46 of 86 A plethora of information and insight is to be had at Up2Speed, and its probably not

344、 a bad media outlet to put on your press lists. Link: - Live From New York Ill be attending the Jupiter Plug.IN Conference next Monday in New York - one of the few times I show my face at any type of industry event. If any readers are going to be present, ping me so we can hook up. Also, if you are

345、 in New York on Thursday August 7, please join me at The New York Software Industry Association (NYSIA) Sales & Marketing SIG titled The Media & The Message - Whats Newsworthy in Technology Journalism Today. I will be one of the speakers, along with Rebecca Lieb, Executive Editor, and New York Time

346、s freelancer Lisa Napoli. Other journalists may be added to the bill. If you are interested in making news about your company, finding out how other companies make news or what trends the tech press is interested in these days-you should attend this session! This meeting will be informative for ever

347、yone involved in developing and disseminating their companys message, from marketing management to PR pros to CEOs. Hear from top NYC tech reporters and get the scoop, is what NYSIA is saying about this event. The event takes place from 8:00 AM to 10:00 AM and is being held next door to Madison Squa

348、re Garden. $20 for non-NYSIA members and free for NYSIA members. OK, I dont have a clue what a SIG is and 8:00 AM is when I get home a lot of mornings (dont ask). But it should be fun. Im a talented speaker - which means I often say things I shouldnt say. Im also very good at awkwardly avoiding ques

349、tions I dont know the answer to, changing the subject and then personalizing a point that I brought up myself with a funny anecdote. Im preparing for my future in politics. Ill probably go off on some rant about how PR people wake me up in the morning and the fact that Im a business journalist, not

350、a tech writer. So come on down and join the party! There may be coffee and Krispy Kremes, but I cant guarantee anything. Page 47 of 86 Unit Eight Other Types of Business Organization Fast reading materials Passage 1 WHAT YOU MUST KNOW ABOUT EMOTIONAL by Susan Dunn, MA, The EQ Coach Every minute of e

351、very day were using our emotional intelligence either to bring about good results or bad in our work and relationships. If youre faced with a sudden deadline, and start to panic, how you manage those emotions and how you pull out of the panic-state is EQ at work. ?When your manager yells at you or y

352、our boss throws a tantrum, theyre not using EQ, and you have the chance to use yours in how you respond. ?When you and your partner seem to have devolved into pushing one anothers hot buttons, and blaming the other for the demise of your relationship, its time to start learning more emotional intell

353、igence, save the relationship and make life enjoyable again instead of an ordeal. ?When you have young children or teenagers at home every minute is likely an EQ event for you and for them. The state of your EQ determines how much your children learn and how effective they can become in life. ?If yo

354、ure giving a presentation or trying to close a deal, your intuition can tell you whether its going well, and if not, how to change it for a successful outcome. And thats emotional intelligence, too. Your success at work relies only about 20% on intellectual skills and abilities. The rest is. emotion

355、al intelligence, and most of us received no formal training in this whatsoever! YOU SENSE ITS CRUCIAL AND YOURE RIGHT. You have an idea of what it involves - maturity, common sense, forethought, getting along with people and being able to make things happen - but youre not sure how to put it all tog

356、ether, and most importantly, how to improve. You know its important and you want to improve yours, but how to begin. YOU CANT JUST READ ABOUT IT IN A BOOK! We offer a full line of products and services which can help you develop mastery of the numerous lifeskills which make up your emotional intelli

357、gence. The EQ Foundation Course?is distance learning, 12 weekly lessons on the Internet to give you the basics. We also have mini-courses on the separate competencies, such as Intuition, and Resilience. Page 48 of 86 Resilience! Isnt that the key to it all? In fact, it has been named as the only suc

358、cessful way to handle stress and change. You could even call it Change Proficiency, and it can be learned. We also offer ebooks on various competencies of emotional intelligence, such as Creativity and Optimism, to help bring you up-to-speed, and general topics, such as How to Build Your Career with

359、 Emotional Intelligence. Emotional intelligence applies to every area of your life (career and relationships), and to all stages and transitions. BUT THATS JUST PART OF AN EQ DEVELOPMENT PROGRAM The catch is, after you read the books, you must put emotional intelligence into practice in real-life ci

360、rcumstances. And by definition you cant do this alone. If you knew how to be doing it, youd be doing it already. We offer COACHING in emotional intelligence - actual in-the-moment guidance for you as you assimilate what youre read and learned, and start to put your new skills into action. This is th

361、e missing link that maximizes your chances of improving in this important area. WORK WITH AN EQ COACH To develop your own emotional intelligence, you must have real-life experience, and work with someone knowledgeable in the field who can coach you in putting the theory into action. To develop your

362、childs emotional intelligence, well, you cant take your child any farther than you are, so start an EQ program today - distance learning, ebooks, and coaching. EQ coaching can be effective in person, by phone or by email. We offer all these services. On my website youll find a host of resources to g

363、et you started. But dont forget the most important part - personal coaching. usan Dunn, MA, The EQ Coach, http:/www.susandunn.cc. Coaching, services, ebooks, and distance learning for your emotional intelligence development, by the person who trains other EQ coaches (). Youve got your degree, skills

364、, expertise, and experience. Now put the missing part into the puzzle - develop your EQ. Mailto:sdunnsusandunn to schedule your program today. (Ask for free ezine.) When youre serious about improving your emotional intelligence, give me a call, 210-496-0678. Page 49 of 86 Passage 2 POWER AND POLITIC

365、S by Margaret Paul, PhD Many of the leaders in our society are guided by unhealthy intentions. Instead of seeking to serve the people and heal our nations ills, their actions and decisions are primarily motivated by their desire for power. Many of the people running our country are run by their addi

366、ctions to approval, sex, power and control. Unfortunately, few truly healthy individuals want to submit themselves to the necessary abuses inherent to our political races - the verbal abuse both given and received, the huge amounts of money spent, the integrity sacrificed through the concessions, li

367、es and manipulations offered in order to win. Our system of electing our officials is so corrupt that there is little possibility of attracting a person with a strong, personally responsible, loving inner adult self. This is not to say that none of our elected representatives are honest and caring.

368、Some are certainly motivated by positive intentions but, unfortunately, they constitute a minority. There is no training required in personal responsibility to run for office. Our leaders are not required to heal their dysfunctional aspects in order to become honest and trustworthy people. The prere

369、quisites for political positions mostly include having enough money, enough powerful people behind the scenes, being male, and being white. Our political arena is designed to attract wounded people who need approval and power in order to feel worthy and validated. Obviously, such a person, with litt

370、le or no internally derived sense of self-worth and integrity, is very susceptible to corruption. As the adage says: Power corrupts and absolute power corrupts absolutely. Power corrupts when a person is motivated by his or her desire for power over others, and few people have accomplished enough in

371、ner healing to transcend the desire for control over others. A healthy person in office who is more concerned with serving the people than with getting re-elected could accomplish a great deal. Such a person was depicted in the movie Dave. In this film the actual president is in a coma and the White

372、 House officials, seeking to conceal the truth from the public so they can maintain control, put a look-alike into the presidents seat. Dave, however, is a man of heart, and rather than allowing himself to be controlled he sets about making necessary changes - cutting money where it is not needed an

373、d allocating it into more crucial avenues, like child care and the creation of jobs. He even takes responsibility for the corruption of the actual president and gracefully dies as the actual president is dying so the vice-president, a man of great integrity who was maligned by the power structure, c

374、ould take over in his rightful place. The movie is, of course, a fantasy. Sadly, we would never elect a man of such integrity - a straightforward, honest, caring, and financially middle-class man like Dave. Our election process does not allow for this. Revamping our election process would give peopl

375、e like Dave an opportunity to run for office. We desperately need people who care more for the common good than for their own popularity. Page 50 of 86 We need brilliant, creative, honest and caring people to lead our country, but this will never happen with our present election system. We have incr

376、edible talent in this great country of ours, talent that could eliminate hunger and homelessness, and heal the internal wounds that create health problems, drug abuse, racism, violence and crime. But this talent is rarely tapped because running our country has been based on the earthly values of gre

377、ed and power over others rather than the spiritual values of honesty, compassion and caring. Unfortunately, neither our government nor most big businesses are based on the spiritual principles of compassion and caring about the common good. I have no doubt that if our government was based on spiritu

378、al principles we would not have the hunger, homelessness, crime, health problems, and drug abuse that are endemic to our modern society. Margaret Paul, Ph.D. is the best-selling author and co-author of eight books, including Do I Have To Give Up Me To Be Loved By You?, Do I Have To Give Up Me To Be

379、Loved By My Kids?, Healing Your Aloneness,Inner Bonding, and Do I Have To Give Up Me To Be Loved By God? Visit her web site for a FREE Inner Bonding course: Passage 3 THE PRINCIPLE(S) OF SUCCESS by Craig Lock What is success? I am not going to try to define success. I think a precise definition is i

380、mpossible. Is it winning a Gold Medal at the Olympic Games or winning Wimbledon, or being awarded a Nobel prize? What else? I believe personal success could be anything at all - it does not have to involve public recognition. Who is more successful? A millionaire who is unhappy, or an unnoticed pers

381、on who has led a simple, happy life? The simplest definition of success I think is to set out to do something and to succeed in doing it. It really doesnt matter what, or how humble the undertaking is. BELIEVE you can succeed and you will. Achieving success in whatever endeavor you choose may be the

382、 goal of life. Because it gives you freedom from worry. Could that be? Success means different things to every one of us. Some people believe it is measured in financial terms, ie. having wealth; whilst others believe it is helping others rather than helping themselves. A bit of both perhaps! Or it

383、could be simply achieving for achievements sake. Success is such a personal thing. To many people it is the very root of their being - the reason for existing is to achieve something worthwhile in our lives. To the vast majority of the population it doesnt matter much whether they want to be successful or not; thats OK by me, as long as that is what you really want and you are happy with life. However, most people want and are motivated to a great extent by public recognition and a relentless pursuit of achievement. How many people too