Brands

    The word brand is a comprehensive term that encompasses other narrower terms. A brand is a name, term, symbol, and/or special design that is intended to identify the goods or services of one seller or group of sellers. A brand differentiates ¹ one seller’s products from those of competitors. A brand name consists of words, letters, and/or numbers that can be vocalized. A brand mark is the part of the brand that appears in the form of ² a symbol, design, or distinctive coloring or lettering. It is recognized by sight but may not be expressed when a person pronounces the brand name.

    A trademark is a brand that is given legal protection because, under the law, it has been appropriated by one seller ³. Thus trademark is essentially a legal term. All trademarks are brands and thus include the words, letters, or numbers that can be pronounced. They may also include a pictorial design ⁴. Some people erroneously believe ⁵that the trademark is only the pictorial part of the brand.

    One major method of classifying brands is on the basis of who owns them—producers or middlemen. Sunbeam, Florsheim, Spalding (athletic products), and Sara Lee are producers’ brands, while Allstate, Shurfine, Sysco, Craftsman, and Penncrest are middlemen"s brands.

    The terms national and private have been used to describe producer and middleman brand ownership, respectively. However, marketing people prefer the producer middleman terminology. To say that the brand of poultry feed marketed in three states by a small Birmingham,Alabama, manufacturer is a national brand, whereas the brands of Penney’s or Sears are private brands, stretches the meaning of the terms ⁶ national and private.

词汇：

encompass /in"kʌmpəs/ vt．包含，包括；围绕

differentiate /difə"renʃieit/vt．&vi．区分，区别

distinctive /dis"tiŋktiv/ adj．区别性的；有特色的，与众不同的

vocalize /"vəukəlaiz/ vt．&vi．说，清楚地发音；唱，练唱

letter/"letə/vt．用印刷字母写；vi．写印刷体字

trademark /"treidma:k/ n．商标

middleman /"midlmæn/ n．经纪人，中间商，中间人

terminology /"tə: minɔlədʒi/ n．术语，专门名词

注释：

1.    differentiate ... from...：把……与……区别开来。又如，differentiate tangible assets from intangible ones：区分有形资产和无形资产。differentiate后也可用between。如differentiate between right and wrong：分清是非。

2.    appears in the form of…：以……形式出现

3.    ... under the law, it has been appropriated by one seller．依据法律，它已被卖者占有了。appropriate是“私占，挪用”的意思。又如：He appropriated public funds for his own private use．他将公款挪为己用。

4.    They may also include a pictorial design．商标上也可能有图案设计。

5.    Some people erroneously believe...：有些人错误地认为……

6.    ... stretches the meaning of the terms…：……把这些术语的意思引申了……

"Brand" is a general term which covers marrower terms such as “brand name”, "brand mark”, and “trademark”.

A:Right B:Wrong C:Not mentioned

Brands

    The word brand is a comprehensive term that encompasses other narrower terms. A brand is a name, term, symbol, and/or special design that is intended to identify the goods or services of one seller or group of sellers. A brand differentiates ¹ one seller’s products from those of competitors. A brand name consists of words, letters, and/or numbers that can be vocalized. A brand mark is the part of the brand that appears in the form of ² a symbol, design, or distinctive coloring or lettering. It is recognized by sight but may not be expressed when a person pronounces the brand name.

    A trademark is a brand that is given legal protection because, under the law, it has been appropriated by one seller ³. Thus trademark is essentially a legal term. All trademarks are brands and thus include the words, letters, or numbers that can be pronounced. They may also include a pictorial design ⁴. Some people erroneously believe ⁵that the trademark is only the pictorial part of the brand.

    One major method of classifying brands is on the basis of who owns them—producers or middlemen. Sunbeam, Florsheim, Spalding (athletic products), and Sara Lee are producers’ brands, while Allstate, Shurfine, Sysco, Craftsman, and Penncrest are middlemen"s brands.

    The terms national and private have been used to describe producer and middleman brand ownership, respectively. However, marketing people prefer the producer middleman terminology. To say that the brand of poultry feed marketed in three states by a small Birmingham,Alabama, manufacturer is a national brand, whereas the brands of Penney’s or Sears are private brands, stretches the meaning of the terms ⁶ national and private.

词汇：

encompass /in"kʌmpəs/ vt．包含，包括；围绕

differentiate /difə"renʃieit/vt．&vi．区分，区别

distinctive /dis"tiŋktiv/ adj．区别性的；有特色的，与众不同的

vocalize /"vəukəlaiz/ vt．&vi．说，清楚地发音；唱，练唱

letter/"letə/vt．用印刷字母写；vi．写印刷体字

trademark /"treidma:k/ n．商标

middleman /"midlmæn/ n．经纪人，中间商，中间人

terminology /"tə: minɔlədʒi/ n．术语，专门名词

注释：

1.    differentiate ... from...：把……与……区别开来。又如，differentiate tangible assets from intangible ones：区分有形资产和无形资产。differentiate后也可用between。如differentiate between right and wrong：分清是非。

2.    appears in the form of…：以……形式出现

3.    ... under the law, it has been appropriated by one seller．依据法律，它已被卖者占有了。appropriate是“私占，挪用”的意思。又如：He appropriated public funds for his own private use．他将公款挪为己用。

4.    They may also include a pictorial design．商标上也可能有图案设计。

5.    Some people erroneously believe...：有些人错误地认为……

6.    ... stretches the meaning of the terms…：……把这些术语的意思引申了……

Penncrest is a national brand.

A:Right B:Wrong C:Not mentioned

The Family

    The structure of a family takes different forms around the world and even in the same society. The family"s form changes as it adapts to changing social and economic influences. Until recently, the most common form in North America was the nuclear family，consisting of a married couple with their minor children. The nuclear family is an independent unit. It must be prepared to fend for itself. ¹ Individual family members strongly depend on one another. There is little help from outside the family in emergencies. Elderly relatives of a nuclear family are cared for only if it is possible for the family to do so. In North America，the elderly often do not live with the family ; they live in retirement communities and nursing homes. ²  

    There are many parallels between the nuclear family in industrial societies，such as North America，and of families in societies such as that of the Inuits，who live in harsh environments. The nuclear family structure is well adapted to a life of mobility. In harsh conditions，mobility allows the family to hunt for food. ³ For North Americans，the hunt for jobs and improved social status also requires mobility.

    The nuclear family was not always the North American standard. In a more agrarian time，the small nuclear family was usually part of a larger extended family. This might have included grandparents，mother and father，brothers and sisters，uncles，aunts，and cousins. In North America today，there is a dramatic rise in the number of single-parent households. Twice as many households in the United States are headed by divorced，separated，or never-married individuals as are comprised of nuclear families. The structure of the family，not just in North America, but throughout the world，continues to change as it adapts to changing conditions.

词汇:

nuclear [ˈnju:kliə(r)] adj. 原子核的，中心的

harsh [hɑ:ʃ] n. 严酷的

emergency [ɪ"mɜ:dʒənsɪ] n. 紧急状况

agrarian [əˈgreəriən] adj. 土地的，耕地的

注释:

1. lt must be prepared to fend for itself. 它必须能够照料自己。

2. In North America，the elderly often do not live with the family; they live in retirement communities and nursing homes. 在北美洲，老人很少和家人一起生活;他们一般住在退休社

区和养老机构。

A nuclear family is defined as_____.

A:a married couple with their minor children B:a single father with，minor children C:parents，grandparents，and children D:parents，children，and aunts and uncles

Spacing in Animals ¹ Flight Distance

    Any observant person has noticed that a wild animal will allow a man or other potential enemy to approach only up to a given distance before it flees. “Flight distance ²” is the terms used for this interspecies spacing. As a general rule, there is a positive relationship between the size of an animal and its flight distance ³—the larger the animal, the greater the distance it must keep between itself and the enemy. An antelope ⁴ will flee when the enemy is as much as five hundred yards away. The wall lizard ⁵’s flight distance, on the other hand is about six feet. Flight is the basic means of survival for mobile creatures.

    Critical Distance

    Critical distance apparently is present wherever and whenever there is a flight reaction. “Critical distance” includes the narrow zone separating flight distance from attack distance ⁶. A lion in a zoo will flee from an approaching man until it meets a barrier that it cannot overcome. If the man continues the approach, he soon penetrates the lion"s critical distance, at which point the cornered lion reverses direction ⁷ and begins slowly to stalk the man.

    Social Distance

    Social animals need to stay in touch with each other. Loss of contact with the group can be fatal for a variety of reasons including exposure to enemies. Social distance is not simply the distance at which an animal will lose contact with his group—that is, the distance at which it can no longer see, hear, or smell the group—it is rather a psychological distance, one at which the animal apparently begins to feel anxious when he exceeds its limits. We can think of it as a hidden band that contains the group ⁸.

    Social distance varies from species to species. It is quite short—apparently only a few yards—among some animals, and quite long among others.

    Social distance is not always rigidly fixed but is determined in part by the situation. When the young of apes and humans are mobile but not yet under control of the mother"s voice, social distance may be the length of her reach ⁹. This is readily observed among the baboons in a zoo. When the baby approaches a certain point, the mother reaches out to seize the end of its tail and pull it back to her. When added control is needed because of danger, social distance shrinks. To show this in man, one has only to watch a family with a number of small children holding hands as they cross a busy street.

词汇：

observant[əbˈzɜ:vənt] adj.观察力敏锐的;

barrier["bærɪə(r)] n.障碍物

potential[pəˈtenʃl] adj.潜在的

contact["kɒntækt] n.接触；联系

survival[səˈvaɪvl] n.逃生，幸免;

fatal["feɪtl] adj.致命的

mobile["məʊbaɪl] adj.可动的，活动的;

rigidly["rɪdʒɪdlɪ] adv.刻板的；死板的

approach[ə"prəʊtʃ] v朝……走近

baboon[bəˈbu:n] n.狒狒;

注释:

1.spacing in animals :动物的间隔距离

2．flight distance:逃离距离

3．．，．there is a positive relationship between the size of an animal and its flight distance.……动物体积与其逃离距离之间成正比关系。

4．antelope:羚羊

5．wall lizard:壁虎

6.“Critical distance"  includes the narrow zone separating flight distance from attack distance.关键距离指逃离距离和进攻距离之间的狭窄区域。

7．reverse direction:调转方向。

8．a hidden band that contains the group:-条控制群体的隐形带

Which of the following could best replace the word “band” in “We can think of it as a hidden band that contains the group” (in Paragraph 3)?

A:Strip of land B:Distance C:Society D:Community

Spacing in Animals ¹ Flight Distance

    Any observant person has noticed that a wild animal will allow a man or other potential enemy to approach only up to a given distance before it flees. “Flight distance ²” is the terms used for this interspecies spacing. As a general rule, there is a positive relationship between the size of an animal and its flight distance ³—the larger the animal, the greater the distance it must keep between itself and the enemy. An antelope ⁴ will flee when the enemy is as much as five hundred yards away. The wall lizard ⁵’s flight distance, on the other hand is about six feet. Flight is the basic means of survival for mobile creatures.

    Critical Distance

    Critical distance apparently is present wherever and whenever there is a flight reaction. “Critical distance” includes the narrow zone separating flight distance from attack distance ⁶. A lion in a zoo will flee from an approaching man until it meets a barrier that it cannot overcome. If the man continues the approach, he soon penetrates the lion"s critical distance, at which point the cornered lion reverses direction ⁷ and begins slowly to stalk the man.

    Social Distance

    Social animals need to stay in touch with each other. Loss of contact with the group can be fatal for a variety of reasons including exposure to enemies. Social distance is not simply the distance at which an animal will lose contact with his group—that is, the distance at which it can no longer see, hear, or smell the group—it is rather a psychological distance, one at which the animal apparently begins to feel anxious when he exceeds its limits. We can think of it as a hidden band that contains the group ⁸.

    Social distance varies from species to species. It is quite short—apparently only a few yards—among some animals, and quite long among others.

    Social distance is not always rigidly fixed but is determined in part by the situation. When the young of apes and humans are mobile but not yet under control of the mother"s voice, social distance may be the length of her reach ⁹. This is readily observed among the baboons in a zoo. When the baby approaches a certain point, the mother reaches out to seize the end of its tail and pull it back to her. When added control is needed because of danger, social distance shrinks. To show this in man, one has only to watch a family with a number of small children holding hands as they cross a busy street.

词汇：

observant[əbˈzɜ:vənt] adj.观察力敏锐的;

barrier["bærɪə(r)] n.障碍物

potential[pəˈtenʃl] adj.潜在的

contact["kɒntækt] n.接触；联系

survival[səˈvaɪvl] n.逃生，幸免;

fatal["feɪtl] adj.致命的

mobile["məʊbaɪl] adj.可动的，活动的;

rigidly["rɪdʒɪdlɪ] adv.刻板的；死板的

approach[ə"prəʊtʃ] v朝……走近

baboon[bəˈbu:n] n.狒狒;

注释:

1.spacing in animals :动物的间隔距离

2．flight distance:逃离距离

3．．，．there is a positive relationship between the size of an animal and its flight distance.……动物体积与其逃离距离之间成正比关系。

4．antelope:羚羊

5．wall lizard:壁虎

6.“Critical distance"  includes the narrow zone separating flight distance from attack distance.关键距离指逃离距离和进攻距离之间的狭窄区域。

7．reverse direction:调转方向。

8．a hidden band that contains the group:-条控制群体的隐形带

Which of the following could best replace the word “band” in “We can think of it as a hidden band that contains the group” (in Paragraph 3)?

A:Strip of land B:Distance C:Society D:Community

Brands

    The word brand is a comprehensive term that encompasses other narrower terms. A brand is a name, term, symbol, and/or special design that is intended to identify the goods or services of one seller or group of sellers. A brand differentiates ¹ one seller’s products from those of competitors. A brand name consists of words, letters, and/or numbers that can be vocalized. A brand mark is the part of the brand that appears in the form of ² a symbol, design, or distinctive coloring or lettering. It is recognized by sight but may not be expressed when a person pronounces the brand name.

    A trademark is a brand that is given legal protection because, under the law, it has been appropriated by one seller ³. Thus trademark is essentially a legal term. All trademarks are brands and thus include the words, letters, or numbers that can be pronounced. They may also include a pictorial design ⁴. Some people erroneously believe ⁵that the trademark is only the pictorial part of the brand.

    One major method of classifying brands is on the basis of who owns them—producers or middlemen. Sunbeam, Florsheim, Spalding (athletic products), and Sara Lee are producers’ brands, while Allstate, Shurfine, Sysco, Craftsman, and Penncrest are middlemen"s brands.

    The terms national and private have been used to describe producer and middleman brand ownership, respectively. However, marketing people prefer the producer middleman terminology. To say that the brand of poultry feed marketed in three states by a small Birmingham,Alabama, manufacturer is a national brand, whereas the brands of Penney’s or Sears are private brands, stretches the meaning of the terms ⁶ national and private.

词汇：

encompass /in"kʌmpəs/ vt．包含，包括；围绕

differentiate /difə"renʃieit/vt．&vi．区分，区别

distinctive /dis"tiŋktiv/ adj．区别性的；有特色的，与众不同的

vocalize /"vəukəlaiz/ vt．&vi．说，清楚地发音；唱，练唱

letter/"letə/vt．用印刷字母写；vi．写印刷体字

trademark /"treidma:k/ n．商标

middleman /"midlmæn/ n．经纪人，中间商，中间人

terminology /"tə: minɔlədʒi/ n．术语，专门名词

注释：

1.    differentiate ... from...：把……与……区别开来。又如，differentiate tangible assets from intangible ones：区分有形资产和无形资产。differentiate后也可用between。如differentiate between right and wrong：分清是非。

2.    appears in the form of…：以……形式出现

3.    ... under the law, it has been appropriated by one seller．依据法律，它已被卖者占有了。appropriate是“私占，挪用”的意思。又如：He appropriated public funds for his own private use．他将公款挪为己用。

4.    They may also include a pictorial design．商标上也可能有图案设计。

5.    Some people erroneously believe...：有些人错误地认为……

6.    ... stretches the meaning of the terms…：……把这些术语的意思引申了……

"Brand" is a general term which covers marrower terms such as “brand name”, "brand mark”, and “trademark”.

A:Right B:Wrong C:Not mentioned

Brands

    The word brand is a comprehensive term that encompasses other narrower terms. A brand is a name, term, symbol, and/or special design that is intended to identify the goods or services of one seller or group of sellers. A brand differentiates ¹ one seller’s products from those of competitors. A brand name consists of words, letters, and/or numbers that can be vocalized. A brand mark is the part of the brand that appears in the form of ² a symbol, design, or distinctive coloring or lettering. It is recognized by sight but may not be expressed when a person pronounces the brand name.

    A trademark is a brand that is given legal protection because, under the law, it has been appropriated by one seller ³. Thus trademark is essentially a legal term. All trademarks are brands and thus include the words, letters, or numbers that can be pronounced. They may also include a pictorial design ⁴. Some people erroneously believe ⁵that the trademark is only the pictorial part of the brand.

    One major method of classifying brands is on the basis of who owns them—producers or middlemen. Sunbeam, Florsheim, Spalding (athletic products), and Sara Lee are producers’ brands, while Allstate, Shurfine, Sysco, Craftsman, and Penncrest are middlemen"s brands.

    The terms national and private have been used to describe producer and middleman brand ownership, respectively. However, marketing people prefer the producer middleman terminology. To say that the brand of poultry feed marketed in three states by a small Birmingham,Alabama, manufacturer is a national brand, whereas the brands of Penney’s or Sears are private brands, stretches the meaning of the terms ⁶ national and private.

词汇：

encompass /in"kʌmpəs/ vt．包含，包括；围绕

differentiate /difə"renʃieit/vt．&vi．区分，区别

distinctive /dis"tiŋktiv/ adj．区别性的；有特色的，与众不同的

vocalize /"vəukəlaiz/ vt．&vi．说，清楚地发音；唱，练唱

letter/"letə/vt．用印刷字母写；vi．写印刷体字

trademark /"treidma:k/ n．商标

middleman /"midlmæn/ n．经纪人，中间商，中间人

terminology /"tə: minɔlədʒi/ n．术语，专门名词

注释：

1.    differentiate ... from...：把……与……区别开来。又如，differentiate tangible assets from intangible ones：区分有形资产和无形资产。differentiate后也可用between。如differentiate between right and wrong：分清是非。

2.    appears in the form of…：以……形式出现

3.    ... under the law, it has been appropriated by one seller．依据法律，它已被卖者占有了。appropriate是“私占，挪用”的意思。又如：He appropriated public funds for his own private use．他将公款挪为己用。

4.    They may also include a pictorial design．商标上也可能有图案设计。

5.    Some people erroneously believe...：有些人错误地认为……

6.    ... stretches the meaning of the terms…：……把这些术语的意思引申了……

Penncrest is a national brand.

A:Right B:Wrong C:Not mentioned