05439商务英语阅读试题和答案Word文档下载推荐.docx

1、. Translate the following words or phrases Into English （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. Choose the best answer to fill in the blanks （10%）21. A_ is a letter tailored to a specific company explaining why you are the best candidate for a particular job.A. ref

2、erence letter B. recommendation letterC. self-introduction letter D. cover letter22. If competitors get together to raise or lower prices, this act is_.A. price discrimination B. deceptive pricingC. resale price maintenance D. price fixing23. A （n） _ is an accounting statement that shows a firms sta

3、tus on the last day of an accounting period.A. income statement B. net income sheetC. balance sheet D. income sheet24. On a loan that is legal, the courts will allow a lender to collect only his principal when_.A. there is no fixed interest rateB. the interest rate is very lowC. the borrower cant pa

4、y the interestD. the lender demands an interest more than the state law allows25. The insurance companies base their costs on _.A. the pool of people sharing the riskB. the cost each member of the pool paysC. the theory of probabilityD. past experience26. Owners of_ have rights to vote for directors

5、 at the annual meeting of the corporation and to share any profits or losses.A. preferred stocks B. deferred stocksC. stock certificates D. common stocks27. _is reached when the money from the sales of a product equals the total costs and expenses involved in producing and marketing it.A. The sellin

6、g point B. The ultimate pointC. The break-even point D. The final goal28. Now more and more women go shopping with an incomplete shopping list or without list at all. It is mainly because _.A. it is troublesome to make a complete shopping listB. there are too many kinds of merchandise for them to ch

7、oose fromC. merchandise is usually displayed on open shelves, which will remind them of the items they want to buyD. without a shopping list, they are free to buy whatever they want to buy29. When one buys a fund, the most important thing for him to do is_.A. to read the funds prospectus carefullyB.

8、 to fill out some formsC. to pay a sales commission called “load”D. to match his personal objective with that of the fund30. For a company, the strength of publicity is _.A. being flexible B. reaching a larger number of audiencesC. avoiding media costs D. saving preparation timePart . Reading Compre

9、hensionIV. In this part, there are some reading passages followed by 15 questions or unfinished statements. For each of them there are four answers marked A, B, C and D. You should decide on the best one according to your understanding （30%）Passage 1Parker Pens抯 Globalization StrategyWhen Parker Pen

10、 Company decided to launch a global marketing strategy 20 years ago, some observers were puzzled. Although Parkers name was well-known, the Wisconsin-based company brought limited resources to the task. Annual sales of Parker writing instruments had never exceeded $225 million, and the company had n

11、ever budgeted more than $20 million a year for advertising. Still, Parkers high-quality products were sold in 154 countries, and its marketing executives were eager to design and implement a global strategy for Parker Pen. In their view, cultural and competitive similarities would be more important

12、than differences, meaning that the same product could be sold the same way in many different markets, and with much lower marketing costs. They believed, in short, that Parker Pen would provide a classic test of global marketing theory.Parkers then president, James Peterson, also believed that globa

13、l marketing would be crucial to the survival of the faltering company. The companys weaknesses had been obscured for years by strong overseas sales and a weak U. S. dollar. At home, not only were competitors introducing mass-marketed, disposal pens, but even as Parker attempted to guard its reputati

14、on for quality, the company was losing its share of the domestic expensive-pen market to A. T.Cross Company and Sheaffer Eaton. Furthermore, Parkers manufacturing process was inefficient. New-product development had been neglected, and advertising worldwide, which had been left to local marketers, w

15、as handled by more than forty different agencies. Profits were plunging, and most of the profits were generated by Manpower Temporary Services, a subsidiary of Parker Pen.Petersons first move was to streamline Parkers operations by cutting the payroll by half, reducing the product line from 500 diff

16、erent writing instruments to 100, and spending $20 million to upgrade Parkers manufacturing facilities. Then Peterson and his marketing team embarked on a two-pronged program with far-reaching consequences. They began production of cheap pens that could compete in the under- $3 market, and they stan

17、dardized everything associated with Parker products under a “global umbrella”. From then on, all packaging and point-of-sale display materials would use the same striking block motif. The advertising budget would be centralized, and one advertising agency would handle accounts worldwide. A single th

18、eme-“Make your mark with a Parker”-would be used for all products and in all markets, and advertisements would feature the same graphics, photography, and typefaces; only the languages of the copy would vary. In addition, advertising would spotlight Parkers new, inexpensive products instead of the q

19、uality pens that were the companys trademark.These two decisions-to produce cheap pens and to use a uniform marketing strategy for all Parker products-were eventually considered major blunders by many inside Parker Pen. Long-time Parker Pen employees objected that the lower-quality pens ran counter

20、to Parkers carefully nurtured status image. Parkers European manager argued that advertising should take into account the differences among markets.However, Parkers new management insisted that the companys future lay in high-tech.High-volume production of cheap pens for a global market, and impleme

21、ntation of new strategy proceeded. At first, sales of the new roller-ball pen and other writing instruments increased.Then, just as demand was picking up, the automated production line began to shut down repeatedly. Parker employees were forced to return to the assembly lines to take over for the ma

22、lfunctioning systems. The defect rate soared, and before the problems were resolved, the marketing division set aside strategies and forecasts and sold whatever products were available.A few months later, the global advertising campaign was launched. In accordance with the “one product, one market”

23、policy, advertisements for different markets had identical layout, illustrations, and text; only the languages in which they were written were different. Because the theme was so general, the advertisements appealed to no one in particular, especially not to those buyers who viewed writing instrumen

24、ts as status symbols. Resentment against the global marketing strategy mounted within the company, and when the failure of the advertising campaign could no longer be ignored, Peterson resigned, followed by his hand-picked marketing executives. The pen business suffered a $500,000 loss and was purch

25、ased in 1986 by a group of Parkers international managers and a British venture capital company.Now based in Newhaven, England, Parker Pen Ltd. is a profitable company, with 2000 pretax profits of 8 million. Although the reorganized firm used the now-functioning Wisconsin plant and owes some of its

26、success to the greater operating efficiency the former management brought about, the new owners have instituted several policies of their own. Parkers inexpensive pens receive less emphasis in advertising, and plans to produce disposable pens were dropped. The company is working to restore its reput

27、ation for quality and reliability. It intends to add perceived value, rather than volume, to its products. In addition, except for the marketing of the companys Duofold Centennial model, a $312 18-carat goldnib fountain pen targeted to a tiny market segment, global advertising has been abandoned.31.

28、 Before the practice of its global marketing strategy, Parker Pen Company _.A. was an international company with an increasingly large market shareB. had not been doing well and was at a critical momentC. had been eager to push up sales in the international marketD. enjoyed satisfactory sale perform

29、ances and was ready for the new move32. What problem did Peterson fail to address in his two moves?A. Inadequate manufacturing facilitiesB. Specialized product rangeC. Employment of various advertising agenciesD. Neglect of quality product development33. Parker Pens top management insisted on produc

30、ing lower-quality pens because_.A. they found quality pens did not sell as cheap onesB. they believed cheap pens would be more popular in the global marketC. they deemed quality pens responsible for the companys declining market shareD. they found it more profitable to produce cheap pens34. We can l

31、earn from the passage that the global advertising campaign _.A. was a moderate successB. was a total failureC. met with strong resistance from the companys long-time employeesD. resulted in the companys mergence with an American business35. Which of the following can NOT account for Petersons decision?A. He and his management were confident of the success of their new strategy.B. He i