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  3. Businesses need to predict change and spot emerging trends in order to stay relevant and beat the competition. But how can they

Businesses need to predict change and spot emerging trends in order to stay relevant and beat the competition. But how can they

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问题     Businesses need to predict change and spot emerging trends in order to stay relevant and beat the competition. But how can they know what the next big thing is before everyone else?
    FADS VERSUS TRENDS
    One important step in identifying trends is to distinguish them from fads, which don’t last long. In 2011, a craze called "planking"—where people photographed themselves lying face down, usually in an odd public place—became popular.【R1】________It’s often hard to tell the difference between trends and fads in the early stages. But there are several signs we can look out for. First, trends can make money; businesses should be able to see how they can take advantage of a new trend and plan long-term strategies. Second, trends tend to link with one another. For example, the trend of online shopping is related to a bigger trend—the rise of electronic commerce. And third, trends usually appeal to a wide range of people.【R2】________Another way of spotting trends is to observe people’s hobbies. The idea for social networking sites like Facebook, Instagram, and Snapchat came from noticing that people like to share photographs or personal information in their free time.
    IN SEARCH OF TRENDS
    The importance of spotting trends has led to a growing industry with a range of new jobs.【R3】________Social media analysts—a job title that didn’t even exist before the mid-20003—look through huge amounts of data online. Kevin Allocca, whose job is to analyze trends on YouTube, spends his day monitoring news headlines and popular videos to help his company look out for industry trends.
    NEW TECHNOLOGY
    【R4】________Allocca uses organization tools such as gRead Pro and NetNewsWire to help filter the many websites he monitors every day.
    Predictive tech analyzes online conversations, blogs, videos, and even photo description. Predictive tech apps search the Web for keywords such as trend, becoming more, and recently, and then compares the date to find common topics.
    There are also predictive tech websites that encourage trend spotters to work together and submit ideas for hew trends. Springwise is a website that allows its members to submit business ideas that they think will work in their city or country. If a member’s idea is featured on the website, they receive points that can be exchanged for money.
    【R5】________Businesses around the world are competing to find the next big thing, and only those that are able to predict and make use of trends will come out on top.
    A. These vary from individual trend consultants to entire teams of people in large corporations.
    B. Trend consultants have spent the majority of their careers with varying software suppliers developing technology.
    C. Planking fails in all three areas, and sure enough, by early 2012, it started to lose popularity.
    D. However, this turned out to be nothing more than a fad.
    E. Trend spotting isn’t easy, but it is an important skill.
    F. Planking has achieved notoriety as an online fad, as people try to plank in the most unlikely places.
    G. New forms of technology also aid trend spotters.
【R1】
选项
答案D
解析 根据小标题的提示，可知本段的关键词是fads和trends，空格前出现一个新词planking，对应D选项的This；空格后出现的语意“很难区分trends和fads”，对应选项D中的a fad，故选D。
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本试题收录于： A类竞赛（研究生）题库大学生英语竞赛（NECCS）分类
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A类竞赛（研究生）

大学生英语竞赛（NECCS）

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