05439商务英语阅读试题和答案Word文档下载推荐.docx

05439商务英语阅读试题和答案Word文档下载推荐.docx

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Ⅱ.TranslatethefollowingwordsorphrasesIntoEnglish（10%）

11．控股公司12．账面利润13．上市公司

14．商业银行15．流动资金16．国有银行

17．资金注入18．货币贬值19．提货单20.运营费用

Ⅲ.Choosethebestanswertofillintheblanks（10%）

21.A______isalettertailoredtoaspecificcompanyexplainingwhyyouarethebestcandidateforaparticularjob.

A.referenceletterB.recommendationletter

C.self-introductionletterD.coverletter

22.Ifcompetitorsgettogethertoraiseorlowerprices,thisactis_________.

A.pricediscriminationB.deceptivepricing

C.resalepricemaintenanceD.pricefixing

23.A（n）_________isanaccountingstatementthatshowsafirm’sstatusonthelastdayofanaccountingperiod.

A.incomestatementB.netincomesheet

C.balancesheetD.incomesheet

24.Onaloanthatislegal,thecourtswillallowalendertocollectonlyhisprincipalwhen_____.

A.thereisnofixedinterestrate

B.theinterestrateisverylow

C.theborrowercan’tpaytheinterest

D.thelenderdemandsaninterestmorethanthestatelawallows

25.Theinsurancecompaniesbasetheircostson_________.

A.thepoolofpeoplesharingtherisk

B.thecosteachmemberofthepoolpays

C.thetheoryofprobability

D.pastexperience

26.Ownersof_________haverightstovotefordirectorsattheannualmeetingofthecorporationandtoshareanyprofitsorlosses.

A.preferredstocksB.deferredstocks

C.stockcertificatesD.commonstocks

27._________isreachedwhenthemoneyfromthesalesofaproductequalsthetotalcostsandexpensesinvolvedinproducingandmarketingit.

A.ThesellingpointB.Theultimatepoint

C.Thebreak-evenpointD.Thefinalgoal

28.Nowmoreandmorewomengoshoppingwithanincompleteshoppinglistorwithoutlistatall.Itismainlybecause_________.

A.itistroublesometomakeacompleteshoppinglist

B.therearetoomanykindsofmerchandiseforthemtochoosefrom

C.merchandiseisusuallydisplayedonopenshelves,whichwillremindthemoftheitemstheywanttobuy

D.withoutashoppinglist,theyarefreetobuywhatevertheywanttobuy

29.Whenonebuysafund,themostimportantthingforhimtodois_________.

A.toreadthefund’sprospectuscarefully

B.tofilloutsomeforms

C.topayasalescommissioncalled“load”

D.tomatchhispersonalobjectivewiththatofthefund

30.Foracompany,thestrengthofpublicityis_________.

A.beingflexibleB.reachingalargernumberofaudiences

C.avoidingmediacostsD.savingpreparationtime

PartⅡ.ReadingComprehension

IV.Inthispart,therearesomereadingpassagesfollowedby15questionsorunfinishedstatements.ForeachofthemtherearefouranswersmarkedA,B,CandD.Youshoulddecideonthebestoneaccordingtoyourunderstanding（30%）

Passage1

ParkerPen’s抯GlobalizationStrategy

WhenParkerPenCompanydecidedtolaunchaglobalmarketingstrategy20yearsago,someobserverswerepuzzled.AlthoughParker’snamewaswell-known,theWisconsin-basedcompanybroughtlimitedresourcestothetask.AnnualsalesofParkerwritinginstrumentshadneverexceeded$225million,andthecompanyhadneverbudgetedmorethan$20millionayearforadvertising.Still,Parker’shigh-qualityproductsweresoldin154countries,anditsmarketingexecutiveswereeagertodesignandimplementaglobalstrategyforParkerPen.Intheirview,culturalandcompetitivesimilaritieswouldbemoreimportantthandifferences,meaningthatthesameproductcouldbesoldthesamewayinmanydifferentmarkets,andwithmuchlowermarketingcosts.Theybelieved,inshort,thatParkerPenwouldprovideaclassictestofglobalmarketingtheory.

Parker’sthenpresident,JamesPeterson,alsobelievedthatglobalmarketingwouldbecrucialtothesurvivalofthefalteringcompany.Thecompany’sweaknesseshadbeenobscuredforyearsbystrongoverseassalesandaweakU.S.dollar.Athome,notonlywerecompetitorsintroducingmass-marketed,disposalpens,butevenasParkerattemptedtoguarditsreputationforquality,thecompanywaslosingitsshareofthedomesticexpensive-penmarkettoA.T.

CrossCompanyandSheafferEaton.Furthermore,Parker’smanufacturingprocesswasinefficient.New-productdevelopmenthadbeenneglected,andadvertisingworldwide,whichhadbeenlefttolocalmarketers,washandledbymorethanfortydifferentagencies.Profitswereplunging,andmostoftheprofitsweregeneratedbyManpowerTemporaryServices,asubsidiaryofParkerPen.

Peterson’sfirstmovewastostreamlineParker’soperationsbycuttingthepayrollbyhalf,reducingtheproductlinefrom500differentwritinginstrumentsto100,andspending$20milliontoupgradeParker’smanufacturingfacilities.ThenPetersonandhismarketingteamembarkedonatwo-prongedprogramwithfar-reachingconsequences.Theybeganproductionofcheappensthatcouldcompeteintheunder-$3market,andtheystandardizedeverythingassociatedwithParkerproductsundera“globalumbrella”.Fromthenon,allpackagingandpoint-of-saledisplaymaterialswouldusethesamestrikingblockmotif.Theadvertisingbudgetwouldbecentralized,andoneadvertisingagencywouldhandleaccountsworldwide.Asingletheme-“MakeyourmarkwithaParker”-wouldbeusedforallproductsandinallmarkets,andadvertisementswouldfeaturethesamegraphics,photography,andtypefaces;

onlythelanguagesofthecopywouldvary.Inaddition,advertisingwouldspotlightParker’snew,inexpensiveproductsinsteadofthequalitypensthatwerethecompany’strademark.

Thesetwodecisions-toproducecheappensandtouseauniformmarketingstrategyforallParkerproducts-wereeventuallyconsideredmajorblundersbymanyinsideParkerPen.Long-timeParkerPenemployeesobjectedthatthelower-qualitypensrancountertoParker’scarefullynurturedstatusimage.Parker’sEuropeanmanagerarguedthatadvertisingshouldtakeintoaccountthedifferencesamongmarkets.

However,Parker’snewmanagementinsistedthatthecompany’sfuturelayinhigh-tech.

High-volumeproductionofcheappensforaglobalmarket,andimplementationofnewstrategyproceeded.Atfirst,salesofthenewroller-ballpenandotherwritinginstrumentsincreased.

Then,justasdemandwaspickingup,theautomatedproductionlinebegantoshutdownrepeatedly.Parkeremployeeswereforcedtoreturntotheassemblylinestotakeoverforthemalfunctioningsystems.Thedefectratesoared,andbeforetheproblemswereresolved,themarketingdivisionsetasidestrategiesandforecastsandsoldwhateverproductswereavailable.

Afewmonthslater,theglobaladvertisingcampaignwaslaunched.Inaccordancewiththe“oneproduct,onemarket”policy,advertisementsfordifferentmarketshadidenticallayout,illustrations,andtext;

onlythelanguagesinwhichtheywerewrittenweredifferent.Becausethethemewassogeneral,theadvertisementsappealedtonooneinparticular,especiallynottothosebuyerswhoviewedwritinginstrumentsasstatussymbols.Resentmentagainsttheglobalmarketingstrategymountedwithinthecompany,andwhenthefailureoftheadvertisingcampaigncouldnolongerbeignored,Petersonresigned,followedbyhishand-pickedmarketingexecutives.Thepenbusinesssuffereda$500,000lossandwaspurchasedin1986byagroupofParker’sinternationalmanagersandaBritishventurecapitalcompany.

NowbasedinNewhaven,England,ParkerPenLtd.isaprofitablecompany,with2000pretaxprofitsof8million.Althoughthereorganizedfirmusedthenow-functioningWisconsinplantandowessomeofitssuccesstothegreateroperatingefficiencytheformermanagementbroughtabout,thenewownershaveinstitutedseveralpoliciesoftheirown.Parker’sinexpensivepensreceivelessemphasisinadvertising,andplanstoproducedisposablepensweredropped.Thecompanyisworkingtorestoreitsreputationforqualityandreliability.Itintendstoaddperceivedvalue,ratherthanvolume,toitsproducts.Inaddition,exceptforthemarketingofthecompany’sDuofoldCentennialmodel,a$31218-caratgoldnibfountainpentargetedtoatinymarketsegment,globaladvertisinghasbeenabandoned.

31.Beforethepracticeofitsglobalmarketingstrategy,ParkerPenCompany_________.

A.wasaninternationalcompanywithanincreasinglylargemarketshare

B.hadnotbeendoingwellandwasatacriticalmoment

C.hadbeeneagertopushupsalesintheinternationalmarket

D.enjoyedsatisfactorysaleperformancesandwasreadyforthenewmove

32.WhatproblemdidPetersonfailtoaddressinhistwomoves?

A.Inadequatemanufacturingfacilities

B.Specializedproductrange

C.Employmentofvariousadvertisingagencies

D.Neglectofqualityproductdevelopment

33.ParkerPen’stopmanagementinsistedonproducinglower-qualitypensbecause________.

A.theyfoundqualitypensdidnotsellascheapones

B.theybelievedcheappenswouldbemorepopularintheglobalmarket

C.theydeemedqualitypensresponsibleforthecompany’sdecliningmarketshare

D.theyfounditmoreprofitabletoproducecheappens

34.Wecanlearnfromthepassagethattheglobaladvertisingcampaign________.

A.wasamoderatesuccess

B.wasatotalfailure

C.metwithstrongresistancefromthecompany’slong-timeemployees

D.resultedinthecompany’smergencewithanAmericanbusiness

35.WhichofthefollowingcanNOTaccountforPeterson’sdecision?

A.Heandhismanagementwereconfidentofthesuccessoftheirnewstrategy.

B.Hei