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