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Market research has become more and more important in recent years. In some organizations, in fact, managers will not initiate any activity without market research to back them up. The first thing to be said about market research is that it is not an (1)___ to management decision making. No form of market research, no matter how deep, complicated and detailed, can ever be seen as a substitute (2)_____ creative decisionmaking by professional managers. At its very best, all it can do is (3) _____ some doubt and clarify the nature of the problem. It may even be seen as a tool which can improve the (4)_____ of decisions but it is not in itself a decision-making mechanism. Market research, in (5)_____ with a number of other approaches in marketing, suffers from the frequent (6)_____ that it is not really accurate. Market research results can never be completely accurate because they (7)____with a dynamic, ever-changing marketplace. It is vital that this is understood by everyone with an imagination when considering market research results and when making any (8)____ to apply them in the marketplace. Lastly, it should always be remembered that market research is not an end in itself but simply a (9) _____ by which some degrees of risk can be removed from marketplace activity. If no activity results from the research, then the entire exercise has been completely (10)_____

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Why is it that many teenagers have the energy to play computer games until late at night but can‘t find the energy to get out of bed (35) ________ for school? According to a new report, today‘s generation of children are in danger of getting so (36)_______ sleep that they are putting their mental and physical health at (37)_______. Adults can easily survive on seven to eight hours‘ sleep a night, (38)_______ teenagers require nine or ten hours. According to medical experts, one in five youngsters (39)________ anything between two and five hours‘ sleep a night less than their parents did at their age. This (40) _____ serious questions about whether lack of sleep is affecting children‘s ability to concentrate at school. The connection between sleep deprivation and lapses in memory, impaired reaction time and poor concentration is well (41) _______. Research has shown that losing as little as half an hour‘s sleep a night can have profound effects (42) ______how children perform the next day. A good night‘s sleep is also crucial for teenagers because it is while they are asleep (43)______ they release a hormone that is essential for their ‗growth spurt‘ (the period during teenage years when the body grows at a rapid rate). It‘s true that they can, to some (44) ______, catch up on sleep at weekends, but that won‘t help them when they are dropping off to sleep in class on a Friday afternoon

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In recent years there have (1) _______ many articles on air pollution in newspapers and magazines. Scientists all over the word have warned that our atmosphere is (2) ______ more and more contaminated, and that Man, through his carelessness, may run (3) _____ of pure air to breathe. Automobiles and industries mainly account (4)____air pollution in most cities. They pour into the air such gases as carbon monoxide, sulphur and nitrogen oxides, (5) _______ are very harmful (6) ____ humans. (7) _____ still, these gases, a series of chemical changes, turn into toxic acids. They fall down in ―acid rains‖, (8) _______ the acidity in the air, soil and water to dangerous levels and affecting not only tress but also fish and other wildlife. Many industrial countries in Europe and North America have suffered bad effects (9) ______ those ―rains‖. Surely, Man faces no more urgent problem than that of saving his own survival. Scientists, social organizations and governments should sit down together to solve the air (10) __________ problem

Read the following passage and mark the letter A, B, C or D on your answer sheet to indicate the correct word for each of the blanks.
The wind controls our planet's weather and climate. But how much do we understand about this complex force (1).................. can kill and spread fear? On the night of October 15, 1987, the south of England was struck by strong winds. Gusts of over 130 km/h (2)................... through the region. Nineteen people were killed, £1.5-billion worth of damage was (3)....... and 19 million trees were blown down in just a few hours. Although people thought of this as a hurricane, the winds of 1987 were only a (4)............ 7 storm. They remain far better known than the much more serious storms of January 25, 1990, when most of Britain was hit by daytime winds of up to 173 km/h. On this occasion, 47 people were killed, even though, (5)........ in 1987, the weather forecasters issued accurate warnings.

(4)..........................

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Can you imagine what life would be like if there were no telephone? You could not call (1) _____your friends on the phone and talk to them. If fire (2) ____out in your house you could not call the fire department. If somebody was sick, you could not call a doctor. In our daily life we need to (3) ____ with one another. We need do this mostly by speaking to other people and listening to (4) ___ they have to say to us, and when you are close (5) _______ them you can do this very easily. However, our voices will not travel very far even when we shout. The man who (6) _______ this possible was Alexander Graham Bell, a Scotsman, born in Edinburgh in 1847. Bell, a teacher of visible speech who later moved to Canada, (7) _____all his spare time experimenting. (8) _____enthusiastic was he in his research for a means of sending speech (9) ____ electricity that he left much time for his day-to-day work and at one time was (10)_____ penniless

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Researchers in the field of psychology have found that one of the best ways to make an important decision, such as choosing a university to attend or a business ……(1)…….., involves the utilization of a decision worksheet. Psychologists ……(2)…….. optimization compare the actual decisions made by people to theoretical ideal decisions to see how similar they are. Proponents of the worksheet procedure believe that it will yield optimal, that is, the best decisions. ……(3)…….. there are several variations on the exact format that worksheets can take, they are all similar in their essential aspects. Worksheets require defining the problem ……(4)…….. a clear and concise way and then listing all possible solutions to the problem. Next, the pertinent considerations that will be affected by each decision are listed, and the relative importance of each consideration or consequence ……(5)……... Each consideration is assigned a numerical value to reflect its relative importance. A decision is mathematically calculated by adding these values together. The alternative with the highest number of points emerges as the best decision. Since most important problems are multifaceted, there are several alternatives to choose from, each with unique advantages and disadvantages. One of the benefits of a pencil and paper ……(6)…….. procedure is that it permits people to deal with more variables than their minds can generally comprehend and remember. …… (7)…….., people can keep about seven ideas in their minds at once. A worksheet can be especially useful when the decision involves a large ……(8)…….. of variables with complex relationships. A realistic example for many college students is the question "What will I do after graduation?" A graduate might seek a position that offers specialized training, pursue an advanced degree, or ……(9)…….. for a year. A decision-making worksheet begins with a succinct statement of the problem that will also help to narrow it. It is important to be clear about the distinction between long-range and immediate goals because long-range goals often involve a different decision than short-range ones. Focusing on long-range goals, a graduating student might revise the question above to "What will I do after graduation that will ……(10)…….. a successful career?"

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A coincidence is a surprising thing that happens to us. For example, you and a friend both go shopping on the same day. You don‘t go together and don‘t discuss your shopping plans in (21) ______, but when you meet up afterwards, you are amazed to discover that you‘ve bought an identical T-shirt. By (22) , you each decided to buy the same one. Many people (23) coincidences as significant. Did you and your friend communicate with each other in some subconscious way? What does it tell you about your friendship? Well, the simple (24) ________ could be that, being (25) friends, you have similar taste in clothes. In reality, life is (26) ________ of coincidences, but normally we don‘t notice them. For example, in almost fifty percent of all football matches, two players share the same birthday. This seems surprising, (27) ________ that there are 365 possible birthdays in the year. But most of these matches will be played without anybody being (28) _______ that coincidence exists. (29)________your birthday is today, you don‘t generally tell people about it. In addition, without realising it, you probably (30) ______ into contact with lots of people who were born on the same day as you. But when a coincidence brought to your attention, it still seems amazing

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The first question we might ask is: What can you learn in college that will help you in being an employee? The school teach a (1) ____ many things of value to the future accountant, doctor or electrician. Do they also teach anything of value to the future employee? Yes, they teach the one thing that it is perhaps most valuable for the future employee to know. But very few students bother (2) _____ it. This basic is the skill ability to organize and express ideas in writing and in speaking. This means that your success as an employee will depend on your ability to communicate with people and to (3) _____ your own thoughts and ideas to them so they will (4) _____ understand what you are driving at and be persuaded. Of course, skill in expression is not enough (5) _____ itself. You must have something to say in the first place. The effectiveness of your job depends (6) ____ your ability to make other people understand your work as they do on the quality of the work itself. Expressing one's thoughts is one skill that the school can (7) _____ teach. The foundations for skill in expression have to be (8) ____ early: an interest in and an ear (9) ___ language; experience in organizing ideas and data, in brushing aside the irrelevant, and above all the habit of verbal expression. If you do not lay these foundations (10) ___ your school years, you may never have an opportunity again

Mark the letter A, B, C, or D on your answer sheet to indicate the undelined part that needs correction in each of the following questions:
It is hard to think of a world without gas or electricity. Both are commonly used for lighting and heating today. We now can instantly flick a lighter or strike a match to make a flame. But it was not long ago that there were no such things as matches or lighters. To make
fire, it was necessary to strike a piece of iron on flint for sparks to ignite some tinder. If the tinder was damp, or the flint old, you had to borrow some fire from a neighbor.
We do not know exactly when or how people first used fire. Perhaps, many ages ago, they found that sticks would burn if they were dropped into some hole where melted lava from a volcano lay boiling. They brought the lighted sticks back to make their fire in a cave. Or, they may have seen trees catch fire through being struck by lightning, and used the trees to start their own fires.
Gradually people learned they could start a fire without traveling far to find flames. They rubbed two pieces of wood together. This method was used for thousands of years.
When people became used to making fires with which to cook food and stay warm at night, they found that certain resins or gums from trees burnt longer and brighter. They melted resins and dipped branches in the liquid to make torches that lit their homes at night. Iron stands in which torches used to be fixed can still be seen in old buildings of Europe.
There was no lighting in city streets until gas lamps, and then electric lamps were installed.
Boys ran about London at night carrying torches of burning material. They were called torch boys, or link boys, and earned a living by guiding visitors to friends’ houses at night.
For centuries homes were lit by candles until oil was found. Even then, oil lamps were no more effective than a cluster of candles. We read about the splendors and marvels of ancient palaces and castles, but we forget that they must have been gloomy and murky places at night.

What form of street lighting was used in London when link boys used to work there?

Choose the best answer:
The first traffic signal was invented by a railway signaling engineer. It was installed outside the Houses of Parliament in 1868. It (1) ______ like any railway signal of the time, and was operated by gas. (2) ______, it exploded and killed a policeman, and the accident (3) ______ further development until cars became common.(4) ______ traffic lights are an American invention. Red-green systems was installed in Cleveland in 1914. Three-colour signals, operated (5) ______ hand from tower in the (6) ______ of the street, were installed in New York in 1918. The first lights of this type to (7) ______ in Britain were in London, on the junction between St. James‘s Street and Piccadilly, in 1925. Automatic signals were installed (8) ______year later. In the past, traffic lights were special. In New York, some lights had a statue on top. In Los Angeles the lights did not just (9) ______ silently, but would ring bells to (10) ______the sleeping motorists of the 1930s. These are gone and have been replaced by standard models which are universally adopted

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According to a magazine article I read recently, we (1) _____live in an age of increasing leisure. Not only are more and more people reaching (2) _____ age with their taste for enjoyment and even adventure relatively (3) _____ but the working week is becoming shorter and the opportunities for (4) _____ are becoming greater and greater all the time. Not to mention the fact that people tend to spend less time traveling to work or may even be working from home. What I can‘t understand, however, is who these people are. As far as I can (5) _____ the whole thing is another one of those journalistic fictions. I admit that there are a lot of retired people (6) _____but I am not sure that all of them are dashing about learning hang-gliding or sailing single-handed (7) _____ the world. My own parents seem to spend most of their time gazing at the television. And as for the shorter working week, I wish someone would remind my company about it. I seem to be working longer hours (8) _____the time. The little leisure time I have is eaten into by sitting in traffic jams or waiting for trains to (9) _____up at rain-swept platforms. I haven‘t noticed any dramatic improvements in my (10) _____either, but perhaps I just have to wait until I get my pension

Choose the best answer:
The reality of an interview is never as bad as your fears. For some reasons, people imagine the interview is going to jump on every tiny mistake they (1) _____. In truth, the interviewer is as keen for the meeting to go well (2) _____ you are. It is what makes his or her job (3) ______. The secret of a good interview is preparing for it.What you wear is always important as it creates the first impression. So (4) _____ neatly, but comfortably. Make (5)______ that you can deal with anything you are asked. Prepare for questions that are certain to come up, for example: Why do you want to become anurse? What is the most important (6) ______ a good nurse should have? Apart from nursing, what other careers have you (7) ______? What are your interests and hobbies? Answer the questions fully and precise. For instance, if one of your interests is reading, be prepared to talk about the sort of books you like. (8)_____, do not learn all the answers off by heart. The interviewer wants to meet a human (9) ____, not a robot. Remember, the interviewer is genuinely interested in you, so the more you relax and are yourself, the more (10) ____you are to succeed

Read the following passage and mark the letter A, B, C, or D on your answer sheet to indicate the correct word or phrase that best fits each of the numbered blanks.
 Many parents believe that they should begin to teach their children to read when they are slightly more than toddlers. This is fine if the child chows a real interest but forcing a child could be counter- productive if she isn't ready. Wise parents will have a hopeful attitude and take the lead from their child.(1).........they should provide is a selection of stimulating toys, books and other activities. Nowadays there is plenty of good material available for young children, and of course, seeing plenty of books in use them to read.
Of course, books are no longer the only source of stories and information. There is also a huge range of videos, which can reinforce and extend the pleasure a child finds in a book and are (2)........helping to increase vocabulary and concentration. Television gets a bad review as far as children are concerned, mainly because too many spend too much time watching programmes not intended for their age (3).......... Too many television programmes induce an incurious, uncritical attitude that is going to make learning much more difficult. (4)............... , discriminating viewing of programmes designed for young children can be useful. Just as adults enjoy reading a book after seeing it serialised  on television,  so children  will pounce on books which (5)............. their favourite television characters and videos can add a new dimension to a story known from a book.
 

(2)..................................

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Why is it that many teenagers have the energy to play computer games until late at night but can‘t find the energy to get out of bed (35) ________ for school? According to a new report, today‘s generation of children are in danger of getting so (36)_______ sleep that they are putting their mental and physical health at (37)_______. Adults can easily survive on seven to eight hours‘ sleep a night, (38)_______ teenagers require nine or ten hours. According to medical experts, one in five youngsters (39)________ anything between two and five hours‘ sleep a night less than their parents did at their age. This (40) _____ serious questions about whether lack of sleep is affecting children‘s ability to concentrate at school. The connection between sleep deprivation and lapses in memory, impaired reaction time and poor concentration is well (41) _______. Research has shown that losing as little as half an hour‘s sleep a night can have profound effects (42) ______how children perform the next day. A good night‘s sleep is also crucial for teenagers because it is while they are asleep (43)______ they release a hormone that is essential for their ‗growth spurt‘ (the period during teenage years when the body grows at a rapid rate). It‘s true that they can, to some (44) ______, catch up on sleep at weekends, but that won‘t help them when they are dropping off to sleep in class on a Friday afternoon

Choose the best answer:
My younger sister is a potential star of state and screen, or at least that's what she tells me. Last week she had an interview. It was for the (38)……………..of Juliet in Shakespear‘s Romeo and Juliet. It went well and she starts (39)……………..next week. This is the first play that she has been in, but she has done quite a lot of TV advertising work and she has been in a couple of films. The last film she was in was called The magician. It was set in ancient Egypt and she was in a crowd (40)……………..with thousands of other people When I went to see it, I sat in the front (41)…………….. so that I could see the (42)…………….. really clearly, but I couldn‘t pick out my sister in the crowd. She says the (43)……………..was one of the best professionals she has worked with but I must say the (44)……………..seemed a bit stupid to me. It was all about a very clever magician who had managed to travel back through time to the Court of Tutankhamen. The (45)……………..were magnificent and so were some of the sets but having an actor saying (46)……………..in present day American English just didn‘t work. The ending was really ridiculous. The magician got accidentally buried with Tutankhamen. Funnily enough, the rest of the (47)……………..seemed to have rather enjoyed the film

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Most people feel that when they dream, they are (35)________ off to another world. On the (36)________, dreams are often connected to our daily lives. When our whole (37)_________ is filled with something, when we are either very upset (38)________ when we are in good spirit, a dream will represent this reality in symbols. It is often (39)_______ that we benefit from dreams because they help the spirit to heal itself when things (40)__________ wrong Dreams are therefore a kind of escape, almost a holiday from (41)__________ life, with its fears and responsibilities. It is, however, a strange kind of holiday because whether we have a wonderful time or whether it turns (42)_________ to be a nightmare, we quickly forget it. Most dreams disappear forever, (43)_________ you are one of those people disciplined enough to write them down as soon as you (44)_________

Mark the letter A, B, C, or D on your answer sheet to indicate the undelined part that needs correction in each of the following questions:
It is hard to think of a world without gas or electricity. Both are commonly used for lighting and heating today. We now can instantly flick a lighter or strike a match to make a flame. But it was not long ago that there were no such things as matches or lighters. To make
fire, it was necessary to strike a piece of iron on flint for sparks to ignite some tinder. If the tinder was damp, or the flint old, you had to borrow some fire from a neighbor.
We do not know exactly when or how people first used fire. Perhaps, many ages ago, they found that sticks would burn if they were dropped into some hole where melted lava from a volcano lay boiling. They brought the lighted sticks back to make their fire in a cave. Or, they may have seen trees catch fire through being struck by lightning, and used the trees to start their own fires.
Gradually people learned they could start a fire without traveling far to find flames. They rubbed two pieces of wood together. This method was used for thousands of years.
When people became used to making fires with which to cook food and stay warm at night, they found that certain resins or gums from trees burnt longer and brighter. They melted resins and dipped branches in the liquid to make torches that lit their homes at night. Iron stands in which torches used to be fixed can still be seen in old buildings of Europe.
There was no lighting in city streets until gas lamps, and then electric lamps were installed.
Boys ran about London at night carrying torches of burning material. They were called torch boys, or link boys, and earned a living by guiding visitors to friends’ houses at night.
For centuries homes were lit by candles until oil was found. Even then, oil lamps were no more effective than a cluster of candles. We read about the splendors and marvels of ancient palaces and castles, but we forget that they must have been gloomy and murky places at night.

It is stated in the passage that torches for lighting were made from     .

Choose the best answer:
Few people now question the reality of global warming and its effects on the worlds climate. Mary scientists (1) ________ the blame for recent natural disasters on the increase in the worlds temperatures and are convinced that, more than (2) ________ before, the Earth is at risk from the forces of the wind, rain and sun. (3) ________ to them, global warming is making extreme weather events, such as hurricanes and droughts, even more (4) ________ and causing sea levels all around the world to (5) ________ . Environmental groups are putting (6) ________ on govemments to take action to reduce the amount of carbon dioxide which is given (7) ________ by factories and power plants, thus attracking the problem at its source. They are in (8) ________ of more money being spent on research into solar, wind and wave energy devices, which could then replace existing power (9) ________ . Some scientists, (10) ________ , believe that even if we stopped releasing carbon dioxide and other gases into the atmosphere tomorrow, we would have to wait several hundred years to notice the result. Global I warming, it seems, is to stay

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Interpreting the feelings of other people is not always easy, as we all know, and we (1) __ _ as much on what they seem to be telling us, as on the actual words they say. Facial (2) _ _ and tone of voice are obvious ways of showing our (3) _ _ to something, and it may well be that we unconsciously express views that we are trying to hide. The art of being (4) __ _ lies in picking up these signals, realizing what the other person is trying to say, and acting so that they are not embarrassed in any way. For example, we may understand that they are in fact (5) __ __ to answer our question, and so we stop pressing them. Body movements in general may also indicate feelings, and interviewers often pay particular attention to the way a candidate for a job walks into the room and sits down. However it is not difficult to present the right kind of appearance while what many employers want to know relates to the candidate‘s character traits, and (6) __ __ stability. This raises the awkward question of whether job candidates should be asked to complete psychological tests, and the further problem of whether such tests actually produce (7) __ __ results. For many people, being asked to take part in such a test would be an objectionable (8) __ _ into their private lives. After all, a prospective employer would hardly ask a candidate to run a hundred meters, or expect his or her family doctor to provide (9) _ _ medical information. Quite apart from this problem, can such tests predict whether a person is likely to be a (10) __ __ employee or a valued colleague?

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Everyone wants to reduce pollution . But the pollution problem is ( 1 ) …………….. complicated as it is serious . It is complited ( 2 ) …………… much pollution is caused by things that benefit people . ( 3)………. , exhaust from automobiles causes a lartge percentage of air pollution . But the automobile (4 ) …..provides transportation for millions of people . Factories discharge much (5)……. the material that pollutes theair and water , but factories give employment to a large munber of people . Thus , to end (6)……… greatly reduce pollution immediately , people would have to ( 7) ….. using many things that benefit them . Most of the people do not want to do that , of course . But pollution can be ( 8) ….. reduced in several ways . Scientists and engineers can work to find ways lessen the (9) ………. Of the pollution that such things as automobiles and factories cause . Governments can pass and enforce laws that (10) ……….businesses and traffic to stop , or to cut down on certain polluting activities

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Higher Education in the UK Students who have successfully completed an A-level course may go to university to do (1)_____ three- or four-year course leading to a first degree such as Bachelor of Arts (BA), Bachelor of Science (BSc), etc. They apply to several universities which then (2)_____ an offer of a place specifying the minimum grades the student needs to obtain in the A level subjects studied. Higher education is not (3)_____. In principle, students have to pay a contribution to the cost of teaching (tuition fees) and have also to pay their living costs (maintenance). The government provides (4)_____ to help them pay for university education which have to be paid back from earnings once their income reaches a certain (5)_____. In recent years government policy has been to (6)_____ the percentage of 18-year olds (7)_____ go to university, which is now, at 40%, double the 1990 figure, but this growth has been at the (8)______ of the amount of financial support given to individual students. Universities receive money (9)_____ the state for each student and are responsible for employing staff and deciding which courses to offer. The head of a university, who is (10)_____ for its management, is called a vice-chancellor