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湖南电大高级商务英语试题
试卷代号:
7660
湖南广播电视大学2014年1月开放教育期末考试
高级商务英语试题
2013年12月
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PartIVocabularyandStructure(30分)
Section1(1-10题,每题1分,共10分)
Matchthewordsontheleftwiththeirdefinitionsontheright.
1.tosack
A.ashorttuneusedinacommercialtoadvertiseaproduct
2.intranet
B.businesscompanymadeupofanumberofdifferentfirms
3.tologon
C.atimelimitforanactivity
4.slogan
D.asystemthatconnectstogethercomputersinthesamecompanyororganisation
5.topositiononeself
E.toconnecttotheInternet
6.conglomerate
F.tofindaplacefromwhichtooperatethemselves
7.jingle
G.todismiss
8.deadline
H.amemorablesentenceusedtoadvertiseaproduct
9.toquantify
I.ageneralplanintendedtoachievesomethingoveraperiodoftime
10.strategy
J.tomeasurestatistically
Section2(11-20题,每题2分,共20分)
Chooseawordorphrasefromthelistforeachspaceinthepassagebelow.
environmentfaceanalysisfeaturesrequired
resultcapitalmayhelplooks
havehanduptointo
ASWOTanalysisisananalyticaltoolthatcanhelpyouworkthroughalltheinformationyouhaveaboutyourbusiness.‘SWOT’standsforstrengths,weaknesses,opportunitiesandthreats.Thistypeof(11)_________representsanefforttoexaminetheinteractionbetweentheparticular(12)_____________ofyourbusinessandtheexternalmarketplaceinwhichyoucompete.Manyoftheconclusionsthatyoudrawasa(13)__________oftheSWOTanalysiswillbeincorporated(14)_______strategysectionsofthebusinessplan.themarketanalysisandthemarket.
TheinternalportionofaSWOTanalysis(15)_______attheindividualstrengthsandweaknessesofyourspecificbusiness.Forexample,youmayhaveafavorablegeographiclocationthatmakesyoumoreaccessibletocustomersthanyourcompetitors.Youmay(16)_______theother(17)_______investedinstate-of-artequipmentthatonlyrecentlybecameavailable.Ontheother(18)________,youmayhaveproblemsmanagingyourinventoryoryoumayhaveemployeeswhojustarenot(19)_______tothetasksthatwillberequiredtoimplementyourplan.
Similarly,theexternalanalysislooksattheopportunitiespresentedbythemarketplaceandthethreatsthatyoufaceinyourchosenmarket.Beasaccurateaspossibleinassessingthemarket(20)______inwhichyoudobusiness.Identifythoseareasinwhichyourcompetitorsposeathreat.
Part2Reading(35分)
Section1(21-30题,每题2分,共20分)
Choosethebestansweraccordingtotheinformationprovidedinthe2passages.
PassageOne
Whatisthepurposeofamarketingsysteminasociety?
Oneverycommonviewisthatitshouldencourageconsumption.Intheory,ifmorepeoplebuymorethings,thedemandforgoodswillincrease.Andifdemandincreases,thiswillresultinhigherproduction,moreemploymentandmore“wealth”—themainindicatorsofahealthyeconomy.Finallyitisgenerallybelievedthatthemorepeopleconsume–themoregoodsandservicestheybuythehappiertheywillbe.
But,someexpertsdisagreewiththisview.Theyfeelthatincreasingconsumersatisfactionismoreimportantthanmakingconsumersbuymore.Theysaythatmanufacturersshouldconcentrateonproducinggoodsthatsuitthetastesandneedsofconsumers.Ifcustomersfindgoodsthatsuittheirtastesandneeds,thiswillhelptoimprovetheirlifestyles,andtheywillfeelsatisfied.
Unfortunately,increasingtheamountofchoicealsohassomedisadvantages.Firstly,whenacompanyincreasesthevarietyofproductsthisalsoincreasesthecostofproduction.So,goodsandservicestendtobecomemoreexpensive.Andhigherpricesleadtodecreasingsales.
Secondly,greatervarietyofproductsmeansthatmoremoneyneedstobespentonmarketresearch,tofindexactlywhatthecustomerswant.
Thirdly,consumersthemselveshavetospendmoretimeandeffortlookingatavarietyofproducts,beforetheydecidewhichonesuitstheirneeds.Iftherewasn’tsomuchchoice,thecustomerswouldhavemoretime,andthistimecouldbespentbuyingmorethings.
Finally,havingmoreproductstochoosefromdoesnotnecessarilyincreasetheconsumer’srealchoice,becausesuchproductsmaybeverysimilartootherbrandsofthesameproduct.Advertiserswouldlikeustobelievethattheirwashingpowderisbetterthananyother.
Theyarealwaystellingusthattheirbrandgivesusa“whitewash”thanthatoftheircompetitors.But,infact,onedetergentpowderisverymuchthesameasanyother,anditreallydoesn’tmatterwhichonewebuy.Thissameproblemcanoccurwithallkindsofproductsfrombeerandcigarettestotoothpasteandtoiletsoap.
Perhapsthemostimportantpurposeofamarketingsystemistoimprovethequalityofourlives.Wehavetoconsidernotjusttheamountwebuy,butalsoabouthoweasilyavailableproductsare,whetherwecanaffordthem,andwhetherwearesatisfiedbytheirquality.
Foracompanythemostimportantthingiswhetherthepeoplereallyliketheproduct.Nomatterhowmuchmarketingacompanydoes,ifintheendpeopledon'tenjoyusingtheproduct,thenthemarketinghasfailed.
21.Mostpeoplethinkthatthepurposeofamarketingsystemis______.
A.tokeepconsumershappybyprovidingmorechoice
B.toimprovecustomersatisfactionbyimprovingquality
C.tosatisfypeople'sneedsbysellingthemmoreproducts
D.toincreaseconsumption
22.Weknowthataneconomyisdoingwellif______.
A.peoplebuymorethings
B.peopleownmorethings
C.productionandemploymentriseandmoremoneycirculates
D.peopleseemsatisfied
23.Besideschoice,thethreethingswhichareimportantinimprovingpeople'slivesare______.
A.quantity,qualityandsatisfactionB.quality,availabilityandaffordability
C.suitability,satisfactionandquantityD.necessity,costandquality
24.Beer,cigarettesandfacecreamareallexamplesof______.
A.productswhicheverybodyneeds
B.productswhichareverysimilar,whicheverbrandyouchoose
C.productsofwhichtheconsumerhaslittlechoice
D.productsforwhichitisnotnecessarytoprovidechoice
25.Themostimportantfactorwhichinfluencesthechoiceofproductsis________.
A.whetherpeoplelikethemB.whethertheyhavebeenmarketedproperly
C.howmuchtimeittakestochoosethemD.whetherthereareenoughofthem
PassageTwo
GettingtheMostOutofMeetings
Oneaspectofbusinesslifewhichmanymanagersareunhappywithistheneedtoattendmeetings.Researchindicatesthatmanagerswellspendbetweenathirdandahalfoftheirworkinglivesinmeetings.Althoughmostmanagerswouldagreethatitishardtothinkofanalternativetomeetings,asameansofconsideringinformationandmakingcollectivedecisions,theirlengthandfrequencycancauseproblemswiththeworkloadofeventhebest-organisedexecutives.
Meetingsworkbestiftheytakeplaceonlywhennecessaryandnotasamatterofroutine.Oneexampleofthisisthediscussionofpersonalorcareermattersbetweenmembersofstaffandtheirlineandpersonnelmanager.Anotherisduringtheearlystagesofaprojectwhentheteammanagingitneedstolearntounderstandandtrustoneanother.
Onceithasbeendecidedthatameetingisnecessary,decisionsneedtobetakenaboutwhowillattendandaboutthelocationandlengthofthemeeting.Peopleshouldonlybeinvitedtoattendiftheyaredirectlyinvolvedinthemattersunderdiscussionandtheagendashouldbedistributedwellinadvance.Anagendaisvitalbecauseitactsasaroadmaptokeepdiscussionfocusedandwithinthetimelimitallocated.Thisisalsotheresponsibilityofthepersonchairingthemeeting,whoshouldencouragethosewhosaylittletospeakandstopthosewhohaveagreatdealtosayfromtalkingtoomuch.
Attheendofawellorganisedmeeting,peoplewillfeelthatthemeetinghasbeenasuccessandbepleasedtheywereinvited.Theywillknownotonlywhatdecisionsweremadebutalsothereasonsforthesedecisions.Unfortunately,attheendofabadlyorganisedmeetingthosepresentwillleavefeelingthattheyhavewastedtheirtimeandthatnothingworthwhilehasbeenachieved.
Muchthoughthasbeengivenovertheyearstowaysofkeepingmeetingsshort.OnemanwhohasnointentionofspendinghalfhisworkinglifeinmeetingsisRolandWinterson,chiefexecutiveofalargemanufacturingcompany.Hebelievesthatmeetingsshouldbeshort,sharpandinfrequent.‘Itrytoholdnomorethantwoorthreemeetingsaweek,attendedbyamaximumofthreepeoplefornolongerthanhalfanhour,’hesays.‘Theyareclearlyaimedatachievingaspecificobjective,suchasmakingadecisionorplanningastrategy,andarebasedoncarefulpreparation.Idrawuptheagendaforeverymeetingandcalculateitinadvance;thoseattendingareexpectedtostudyitcarefullyandshouldbepreparedtobothaskandanswerquestions.Managersarebestemployedcarryingouttasksdirectlyconnectedwiththeirjobsnotattendingendlessmeetings.Inbusiness,timeismoneyandspendingitinneedlessmeetingsthatdon’tachieveanythingcanbeverycostly.Executivesshouldfollowtheexampleoflawyersandputacostoneachhouroftheirtimeandthendecidewhetherattendingalongmeetingreallyisthebestwaytospendtheirtime.’
26.Whatdomostmanagersthinkaboutmeetings?
A.Meetingstakeupmostoftheirworkinglife.
B.Meetingsallowthemtomonitordecision-making.
C.Meetingspreventthemfromestablishingaroutine.
D.Meetingsaretheonlywaytheyknowofachievingcer