题文
Kodak’s decision to file for bankruptcy (破产) protection is a sad, though not unexpected, turning point for a leading American corporation that pioneered consumer photography and dominated the film market for decades, but ultimately failed to adapt to the digital revolution.
Although many attribute Kodak’s downfall to “complacency (自满) ,” that explanation doesn’t acknowledge the lengths to which the company went to reinvent itself. Decades ago, Kodak predicted that digital photography would overtake film (胶片) — and in fact, Kodak invented the first digital camera in 1975 — but in a fateful decision, the company chose to shelf its new discovery to focus on its traditional film business.
“It wasn’t that Kodak was blind to the future”, said Rebecca Henderson, a professor at Harvard Business School, but rather that it failed to execute on a strategy to confront it. By the time the company realized its mistake, it was too late.
Kodak is an example of a firm that was very much aware that they had to adapt, and spent a lot of money trying to do so, but ultimately failed. Large companies have a difficult time switching into new markets because there is a temptation to put existing assets (资产) into the new businesses.
Although Kodak predicted the unavoidable rise of digital photography, its corporate (企业的) culture was too rooted in the successes of the past for it to make the clean break necessary to fully embrace the future. They were a company stuck in time. Their history was so important to them. Now their history has become a liability.
Kodak’s downfall over the last several decades was dramatic. In 1976, the company commanded 90% of the market for photographic film and 85% of the market for cameras. But the 1980s brought new competition from Japanese film company Fuji Photo, which undermined Kodak by offering lower prices for film and photo supplies. Kodak’s decision not to pursue the role of official film for the 1984 Los Angeles Olympics was a major miscalculation. The bid went instead to Fuji, which exploited its sponsorship to win a permanent foothold in the marketplace.
小题1:What do we learn about Kodak?A．It went bankrupt all of a sudden.B．It is approaching its downfall.C．It initiated the digital revolution in the film industry.D．It is playing a dominant role in the film market.小题2:Why does the author mention Kodak’s invention of the first digital camera? A．To show its early attempt to reinvent itself.B．To show its effort to overcome complacency.C．To show its quick adaptation to the digital revolution.D．To show its will to compete with Japan’s Fuji photo.小题3:Why do large companies have difficulty switching to new markets? A．They find it costly to give up their existing assets.B．They tend to be slow in confronting new challenges.C．They are unwilling to invest in new technology.D．They are deeply stuck in their glorious past.小题4:What does the author say Kodak’s history has become? A．A burden.B．A mirror.C．A joke.D．A challenge. 题型：未知 难度：其他题型
答案
小题1:B
小题2:A
小题3:D
小题4:A 解析
柯达公司要破产了？曾经生产过第一个数码相机的柯达公司为什么辉煌不再了呢？究其原因还是太保守了。谁不与时俱进，就会被历史前进的脚步无情的淘汰。
小题1:细节理解题。全文的第一句话：柯达公司申请破产保护的决定是令人伤心的。和B选项的它正在接近破产。意思一致。所以选B。
小题2:细节理解题。文章的Although many attribute Kodak’s downfall to “complacency（自满）,” that explanation doesn’t acknowledge the lengths to which the company went to reinvent itself.尽管很多人把柯达的破产归咎于自满，但这种解释并没有看到其实这家公司也试图在改造自己。 和A选项：为了说明它早期改造自己的尝试。意思一致。所以选A。
小题3:细节理解题。文章第四段 because there is a temptation to put existing assets into the new businesses. 因为有一个想要把现存的资产（也就是现有的商业运作成果）运用在新商业领域中的企图。和D选项：它们都深深的过往的辉煌所束缚一致。第五段第一句中也提到：它的公司文化太过植根于过往的成功。也同样可以提示答案选D。
小题4:细节理解题。第五段的最后一句话意思是：现在它们的历史已经成为了障碍。根据上下文推断得出太执着与以往的辉煌会导致变革的减慢甚至失败，判断选A ，burden是负担。 考点
据考高分专家说，试题“Kodak’s decision to .....”主要考查你对 [新闻报道类阅读 ]考点的理解。
新闻报道类阅读
新闻报道类阅读的概念：
阅读理解的选材明显地呈现出关注实际生活的趋势，这种趋势与当前基础教育改革的目标是一致的，而中学生学习语言的根本目标与基础教育学会求知，学会做事，学会合作，学会做人的目标是一致的，真实新颖的选材对基础英语教学课程改革具有重要的反作用。
新闻报道类阅读理解技巧点拨：
新闻报道类类文章有一共同特点，即都是由标题（Headline）、导语（Lead）、主体（Mainbody）、背景（Background）和结尾（End）五部分构成。标题是新闻报道中心思想高度而又精辟的概括；导语位于新闻报道的首段，高度概括新闻事实；主体则对导语概括的新闻事实进行详细叙述；新闻背景是指新闻事实之外，对新闻事实或新闻事实的某个部分进行解释或补充的材料；结尾往往是新闻事件的结果或动态展望，也是中心思想的概括并常常与新闻导语相呼应。
新闻报道中的导语非常重要，它位于文章的第一段，通过它点出新闻的主题，五个W和一个H(When,Where,Who,What,Why和How)通常是构成一则完整消息不可缺少的要素。文章往往呈现出“倒金字塔”的特征，因此读懂首句或首段至关重要。
另外，从句的使用也是此类文章的一大语言特色，因为从句信息量大，适合新闻报道的要求。此外，大量的副词和插入语的使用也是此类文章的特点。为使文章更客观、更具信服力，常用The study said…, Scientists believe that…Experts said…, It's reported that…, According to the survey…等语言。同事在阅读过程中，我们要对材料所提供信息如when, where, who, how, why等进行提问，将信息迅速提炼出来。
新闻报道类阅读应试策略：
【命题趋势】
阅读理解的选材明显地呈现出关注实际生活的趋势，这种趋势与当前基础教育改革的目标是一致的，而中学生学习语言的根本目标与基础教育学会求知，学会做事，学会合作，学会做人的目标是一致的，真实新颖的选材对基础英语教学课程改革具有重要的反作用。时文报道就在文章中体现了这一要求。主要表现在以下几个方面：
1、反映海内外事件，文章结构严谨，内容贴近生活，用现代英语反映现代生活。
2、如果是新闻报道，都有比较固定的写作格式，如文首通常有报道的地点或时间，第一句话常常是文章的导语，有助于了解文章的大致内容和主题。
3、如果是新闻报道则是记叙文，有地点、时间、人物、事物等要素。
4、有许多大量反映当代社会变化的新词汇和表达方式。
5、命题既重细节，又重推理和主旨。
6、大背景中的小事件，大事件中的小插曲往往是选材的热点。
【应试对策】
1、在平时学习中，关注生活，阅读新闻报道和广告类文章、把阅读时事文章作为学习英语的重要途径。
2、了解新的词汇和表达方式。如：tsunami海啸，MP3players(MP3)播放器，well_offsociety小康社会等。
3、抓住文章主题，准确捕捉细节和内涵，进行合理的推理。
4、品味新闻的标题，联系平时所积累的知识，为了解材料大意作铺垫。
5、了解新闻报道的特殊规律，其内容和多含何人、何地、何事、何时等，阅读时要抓住新闻的这一主要特点去理解判断。
6、要注意文中以黑体、大写、下划线等方式加以提示的文字，因为这很有可能是材料的核心或至少是一部分内容的概括。
