Questions 61 to 65 are based on the following passage.
Until recently, the University of Kent prided itself on its friendly image. Not any more. Over the past few months it has been working hard, with the help of media consultants, to play down its cosy reputation in favour of something more academic and serious.
Kent is not alone in considering an image revamp (翻新). Changes to next year's funding regime are forcing universities to justify charging students up to ￡9,000 in fees.
Nowadays universities are putting much more of a focus on their brands and what their value propositions are. While in the past universities have often focused on student social life and attractions of the university town in recruitment campaigns, they are now concentrating on more tangible (实在的) attractions, such as employment prospects, engagement with industry, and lecturer contact hours, making clear exactly what students are going to get for their money.
The problem for universities is that if those benefits fail to materialise, students notice. That worries Rob Behrens, who deals with student complaints. \need to be extremely careful in describing what's going to happen to students,\greater for attracting gifted students, there is a danger that universities will go the extra mile.\
One university told prospective engineering students they would be able to design a car and race it at Brands Hatch, which never happened, he says. Others have promised use of sophisticated equipment that turned out to be broken or unavailable. \handling complaints and appeals appropriately as they spend on marketing, they would do better at keeping students, and in the National Student Survey returns.\
Ongoing research tracking prospective 2012 students suggests that they are not only becoming more sophisticated in thinking about what they want from a university, but are also spending more time researching evidence to back up institutional claims.
Hence the growing importance of the student survey. From next September, all institutions will also be expected to publish on their websites key information sets, allowing easier comparison between institutions, between promises and reality, and the types of jobs and salaries graduates go on to.
As a result, it is hardly surprising that universities are beginning to change the way they market themselves. While the best form of marketing for institutions is to be good at what they do, they also need to be clear about how they are different from others.
And it is vital that once an institution claims to be particularly good at something, it must live up to it. The moment you position yourself, you become exposed, and if you fail in that you are in trouble.
61. What was the University of Kent famous for? A) Its comfortable campus life. B) Its up-to-date course offerings. C) Its distinguished teaching staff. D) Its diverse academic programmes.
62. What arc universities trying to do to attract students? A) Improve their learning environment. B) Offer more scholarships to the gifted. C) Upgrade their campus facilities. D) Present a better academic images.
63. What does Rod Behrens suggest universities do in marketing themselves? A) Publicise the achievements of their graduates. B) Go to extra lengths cater to students' needs.
C) Refrain from making promises they cannot honour. D) Survey the expectations of their prospective students.
64. What is students' chief consideration in choosing a university? A) Whether it promises the best job prospects. B) Whether it is able to deliver what they want. C) Whether it ranks high among similar institutions. D) Whether it offers opportunities for practical training.
65. What must universities show to win recruitment campaigns? A) They are positioned to meet the future needs of society. B) They are responsible to students for their growth. C) They are ever ready to improve themselves. D) They are unique one way or another. Part Ⅳ Translation (30 minutes)
Directions: For this part, you are allowed 30 minutes to translate a passage from Chinese into English. You should write your answer on Answer Sheet 2.
Part Ⅰ Writing
On Diploma Discrimination in Job Interview
As is vividly shown in the cartoon, an applicant with a master's degree was rejected in a job interview by an interviewer because all the other applicants are Ph.D.s. The applicant seems quite helpless and embarrassed.
Simple as the cartoon may seem, it conveys a thought- provoking message that people are exaggerating the significance of educational degrees excessively, which inevitably exerts a negative influence in society. What factors might contribute to diploma discrimination? Answers to this question may involve many aspects, and here are a few guesses: on the one hand, quite a few employers hold that the higher degree people have, the more competent they will be. Of course this is not necessarily a logical viewpoint, because certificates cannot prove one's capability. On the other hand, due to increase of enrollment, too many students graduate from universities and colleges year after year, and the number is still growing; however, society fails to provide adequate posts, which results in the companies' too picky attitude on diploma since they don't worry about lacking candidates.
In my opinion, the public should realize that real ability speaks much louder than a piece of paper. Only in this way can China's economy keep booming.
Part Ⅱ Listening Comprehension
01-08：BADCBADA 09-11：CBA 12-15：BCDD 16-18：ACC 19-21：BDD 22-25：ABCA 26. advantages 27. characterizes 28. go out of 29. seeking 30. transition 31. appropriate 32. reluctant 33. acknowledge 34. interferes 35. tensions
Part III Reading Comprehension
46-55：DNHFJ CERLB 56-65：ACBAD AACBD
Part IV Translation
China will strive to ensure that by 2015 employees receive an average of 13.3 years of education. If this goal can be achieved, the majority of those who enter the labor market will be required to obtain a college degree in the future.
In the next few years, China will endeavor to increase the enrollment in vocational colleges. Apart from focusing on higher education, China will find a new breakthrough point to ensure the justice of education. China is making efforts to optimize the use of educational resources so that rural and underdeveloped areas can receive more support.
The Ministry of Education has also decided to improve student nutrition in underdeveloped regions, and to offer equal education opportunities for children of migrant workers in cities.
第二套Part I Writing (30 minutes)
Directions: For this part, you are allowed 30 minutes to write an essay based on the picture below. You should start your essay with a brief description of the picture and then discuss whether technology is indispensable in education.You should give sound arguments to support your views and write at least 150 words but no more than 200 words.
注意：此部分试题请在答题卡1上作答 Part II Listening Comprehension (30 minutes)
Directions: In this section, you will hear 8 short conversations and 2 long conversations. At the end of each conversation, one or more questions will be asked about what was said. Both the conversation and the questions will be spoken only once. After each question there will be a pause. During the pause, you must read the four choices marked A), B), C) and D), and decide which is the best answer. Then mark the corresponding letter on Answer Sheet 1 with a single line through the centre.
1. A) In a parking lot. B) At a grocery.
C) At a fast food restaurant. D) In a car showroom.
2. A) Change her position now and then. B) Stretch her legs before standing up. C) Have a little nap after lunch. D) Get up and take a short walk.