湖南电大高级商务英语试题.docx

湖南电大高级商务英语试题.docx

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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