普通班A卷.docx

普通班A卷.docx

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普通班A卷

《英语》试卷（A卷）

（2011～2012学年第一学期）

任课教师：

考试形式：

开卷（）闭卷（√）

班级：

学号：

姓名：

试题编号

一

二

三

四

五

六

七

八

总分

得分

I．EssayQuestions（40%）

Giveabriefanswertothefollowingquestions.Remembertorefertothetextswehavelearned.

1.Canyouillustratethethreephasesofpoliticalcompetence?

Canyoucomparethetwopoliticalstylesinorganizationalsavvycontinuum?

（FromOfficePolitics）

2.“Notallthemanagersareleaders.”Doyouagreeordisagreeonthisstatement?

Supportyourposition.（FromLeadership）

3.WhatmakesFedExabestcompanytoworkfor?

DoyouthinkthepracticesofFedExcanbeappliedsuccessfullytoothercompanies?

Whyorwhynot?

（FromHumanResourceManagement）

4.Canyouciteexample（s）toelaborateon“crisiscommunication”?

（FromCommunication）

5.CanyougiveadefinitiontoMarketSegmentationandhowyoumayapplyinmarketanalysis?

（FromMarketing）

II.VocabularyChoice:

inthissection,youwillhave20sentenceswith20blanks.Choose20wordsfromthe22onesgivenbelowtofillintheblanks.Makenecessarychangesincludingcapitalizationorifputatthebeginningofasentence,orchangeofaverb/nounform.（20%）

logically,gainsharing,dynamic,pitfall,penetration,exceed,precisely,organizational,generic,increasingly,coalition,microwriting,integrate,dictate,participative,reduce,role,inordinate,honor,calculation,dictum,strategically

1.Onceyou’vepersuadedpeopletojoinyour__________,you’veestablishedabasethatwilllegitimizeyouridea.

2.__________leaderscanestablishaspecialrelationshipwithasmallnumberoftrustedsubordinates,whomakeupthe“ingroup”.

3.Themainideaofthe__________istomotivatememberstoincreaseproductivitythroughtheirbehavioralchangesandworkingattitudes.

4.An__________universalone:

itmustkeepitsstoresfrombecomingjustanothercommodity.

5.Businesseswhichdonottreattheircustomerswellorfailto__________theirobligationstocustomerswillsoonerorlaterlosetheirbusiness.

6.Communicating__________meansthinkingaboutwhatkindofcredibilityyouhavegoingintothecommunicationandwhatyoumightdotoacquiresuchcredibilityovertime.

7.Thedirectapproachfollowstheold__________,“tellthemwhatyouaregoingtotellthem,tellthem,andthentellthemwhatyoutoldthemagain.”.

8.Mostwritersspendan__________amountoftimeonthelaststepattheexpenseofthemoreimportantissuesofstrategyandorganization.

9.__________referstoissuesatthesentenceandwordlevel.

10.Onemajor__________toavoidwhenconceptualizinganideaforanewproductorserviceisthattheideamustbeunique..

11.Advancesinpersonalcomputing,__________dataexchange,andtheproliferationoftheInternethavecreatedwidespreadopportunitiesinthepersonalcomputingindustry.

12.Executivesummarypagesshouldbebrokendownintosubsectionwheneverpossibleandshouldnever__________twopagesinlength.

13.Further,incustomizingabusinessplantofittheneedsofaparticularthirdpartytheentrepreneurcangetasenseof__________whatcriteriathethirdpartywillusetoevaluatetheventure,andtheentrepreneurcanstructuretheaccompanyingpresentationaccordingly.

14.Economistsoftenassumethatconsumersarepeoplewhoknowallthefactsand__________comparechoicesintermsofcostandvaluereceivedtogetthegreatestsatisfactionfortheirtimeandmoney.

15.Adriveisastronginternalstimulusthatencouragesactionto__________aneed.

16.Market__________meanstryingtoincreasesalesofafirm’spresentproductsinitspresentmarkets.

17.A__________marketisamarketwithbroadlysimilarneedsandsellersofferingvarious,oftendiverse,waysofsatisfyingthoseneeds.

18.Thereisacommonmisconceptionthatattitudesareunchangeableandthatattitudes__________behavior.

19.Thereareyetotherthingsthat__________behaviorhasshowntobepartofourdecision-makingsystem.

20.Awordofcaution:

Minoritiesingroupstendtobeinstitutionalizedmorethanothergroupmembers,soifyouaretheonlymanager,theonlywoman,theonlyman–ortheonlyanything–inyourgroup,youwillhavetotakeextracareinmanagingyour__________,forthegrouptobeeffective.

III.CaseAnalysis（40%）

Directions:

Pleasefirstreadthepassagebelow,thenanswerthefollowingquestionsandwriteacasestudyreportinlinewiththefoursteps.

I.Defineandanalyzetheproblem.

II.Suggestpossiblesolutions.

III.Evaluatepossiblesolutions.

IV.Selectasolution.

Questions

1.WhatkindofproductisGuinnessstout?

2.WhatdoesGuinnessStorehousefeature?

3.Whathappenedinthesecondhalfof2001?

4.Whatkindofbrainstormingisunderway?

WhenGuinnesssetouttoreplaceitsoutmodedvisitors'centerinDublin,Ireland,thecelebratedbrewerknewthatitwantedtobuildmorethanjustashrinetostout.Sure,capturingthecompany'scolorful243-yearhistoryandservingthemillionsofthirstypilgrimswhotraveltotheholymeccaofIrishbeerwereimportant.Butitwasevenmoreimportanttosetthestageforthefuture:

touseanultramodernfacilitytobreathelifeintoanagingbrand,toreconnectanoldcompanywithyoung（andskeptical）customers,andtousethepasttoprepareemployeesforwhatcomesnext.

ThatwasthedesignbriefbehindGuinnessStorehouse,whichopenedinlate2000.Storehousefeaturesexhibitsthatrecountthecompany'shistoryandexplainhowtheblackstuffismade.Butthefacilityalsohasconferenceroomsandatrainingcenterforemployees,anartgallery,restaurants,cafés,bars,andeventspace.Housedinanimposingseven-storybrickbuildingthatwaserectedin1904,Storehouseservesasagiantmixingbowlfortourists,Guinnessemployees,andthirstyDubliners.Itrepresentsbestpracticeintheexperienceeconomy--andareimaginationofhowacompanycanconnectwithitscoreconstituencies.

"Guinnessasabrandisallaboutcommunity.It'saboutbringingpeopletogetherandsharingstories,"saysRalphArdill,directorofmarketingandstrategicplanningatImaginationLtd.,theedgyLondondesignfirmthathelpedcreatethestructure."AndGuinnessstoutisagreatsocialcatalyst."IndesigningStorehouse,Imaginationtriedtore-createthemagicofapubfullofstrangersgettingtoknowoneanother."Itisn'tacorporatecathedralforworshipingGuinness,"Ardillsays."It'saplaceforinteractionamongtouristswhoaretravelingaroundIreland,forthepeoplewholivethere,andfornewGuinnessemployeeswhoareundergoingtraining."

Talkaboutamixed-usespace.BartendersfromallacrossIrelandcometoStorehouse'sspeciallydesigned,publikeclassroomstolearn"howtopourtheperfectpint,"saysMaryClarke,thefacility'sheadofsalesandmarketing.GroupswithintheSt.James'sGateBrewerycomplex,whichSirArthurGuinnessbeganbuildingin1759,useStorehouseformeetingsandtraining."WedidalotofsessionsabouthowthechangeovertotheEurowouldaffectus,"Clarkesays.EvengenealogicalresearchersdescenduponStorehouse'sarchives,lookingforinformationaboutancestorswhooncelivedinDublin.（TheGuinnessarchivesareagoodplacetostart,sincesomanyDublinershaveworkedforthecompanyovertheyears.）

Storehouseisalsothephysicalmanifestationofaseriousmarketingchallenge:

toreconnectGuinnesswithyoungerdrinkersinIreland.Whilethebrandhasconqueredtheworld（thestoutisbrewedin50countriesandsellsanestimated10millionglassesaday）,Guinnesshasgoneabitflatathome.Inthesecondhalfof2001,salesofGuinnessinIrelandactuallyfellby3%.Whytheslip?

BecauseGuinness,likesomanyotherwell-lovedbutold-fashionedproducts,hadcometobeperceivedasthechoiceoftheseniorset.Ireland'stwentysomethingswereswitchingtolighterdrinks:

lagerssuchasHeinekenorhigh-intensitycocktailssuchasvodkawithRedBull.

Partofthesolution,Guinnessexecutivesfelt,wastomakeStorehouseamagnetfortheDublinpub-and-club-crawlingcrowd.Afterdark,therearespecialeventsthatattractbothlocalsandexecutives:

awardsceremonies,concerts,corporateparties,fashionshows,andgalleryopenings."WehungourfirstartshowinDecember2001,"Clarkesaysproudly,"and600peopleturnedupfortheopening."TheeveningeventsmakeStorehouseakindofcommunitycenter.Andbybringingpeopleintheirtwentiesandthirtiestothebrewery,theeventshelpGuinnessconnectwiththebrand'sfuture."GuinnessStorehouseisawaytogetintouchwithanewgeneration,"saysArdill,"tohelpyoungpeoplereevaluateGuinness."AndtorediscoverGuinness'shistory.CliveBrownlee,thecompany'sassistantmanagingdirectorforGuinnessIreland,workedcloselywiththedesignerstoensurethatthefacility'sfocusonthefuturealsoreveledinthepast.

GuinnessStorehouseislocatedinwhathadbeenanoldabandonedfermentationplantwithinthemainGuinnessbrewingcomplexinagritty,industrialpartofDublin.Thebuilding'sdesignislikeacandywithachocolateshellandacreamyfilling:

Ithastraditionontheoutside,tomorrowontheinside.Abrickexteriorgiveswaytoamodernglass-and-steelinteriorthatisilluminatedbyadramaticcombinationofnaturalandartificiallight.Whensightseersarrive,theyclimbashort,narrowsetofstairsbeforeemergingintoacavernousatrium.It'sshapedroughlylikeapintglass,withacircularpub,theGravityBar,atthetopthatglowswhiteatnight--likethesudsatopafreshlypouredGuinness.SetintotheflooristhecontractthatSirArthurGuinnesshimselfsignedforthebrewerysite--a9,000-y