站在新年的起点上

湖南广播电视大学外语教研室试卷代号：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月注意事项一、将你的准考证号、学生证号、姓名及分校（工作站）的名称填写在答题纸的规定栏内。考试结束后，把试卷和答题纸放在桌上。试卷和答题纸均不得带出考场；二、仔细读懂题目的说明，并按题目的要求答题。答案一定要写在答题纸的指定位置上，写在试卷上的答案无效；三、用蓝、黑圆珠笔或钢笔答题，使用铅笔无效。高级商务英语试题第1页（共7页）PartIVocabularyandStructure(30分)Section1(1-10题，每题1分，共10分)Matchthewordsontheleftwiththeirdefinitionsontheright.1.tosackA.ashorttuneusedinacommercialtoadvertiseaproduct2.intranetB.businesscompanymadeupofanumberofdifferentfirms3.tologonC.atimelimitforanactivity4.sloganD.asystemthatconnectstogethercomputersinthesamecompanyororganisation5.topositiononeselfE.toconnecttotheInternet6.conglomerateF.tofindaplacefromwhichtooperatethemselves7.jingleG.todismiss8.deadlineH.amemorablesentenceusedtoadvertiseaproduct9.toquantifyI.ageneralplanintendedtoachievesomethingoveraperiodoftime10.strategyJ.tomeasurestatisticallySection2（11-20题，每题2分，共20分）Chooseawordorphrasefromthelistforeachspaceinthepassagebelow.environmentfaceanalysisfeaturesrequiredresultcapitalmayhelplookshavehanduptointoASWOTanalysisisananalyticaltoolthatcanhelpyouworkthroughalltheinformationyouhaveaboutyourbusiness.‘SWOT’standsforstrengths,weaknesses,opportunitiesandthreats.Thistypeof(11)_________representsanefforttoexaminetheinteractionbetweentheparticular(12)_____________ofyourbusinessandtheexternalmarketplaceinwhichyoucompete.Manyoftheconclusionsthatyoudrawasa(13)__________oftheSWOTanalysiswillbeincorporated(14)_______strategysectionsofthebusinessplan.themarketanalysisandthemarket.TheinternalportionofaSWOTanalysis(15)_______attheindividualstrengthsandweaknessesofyourspecificbusiness.Forexample,youmayhaveafavorablegeographiclocationthatmakesyoumoreaccessibletocustomersthanyourcompetitors.Youmay(16)_______the高级商务英语试题第2页（共7页）other(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.PassageOneWhatisthepurposeofamarketingsysteminasociety?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,the高级商务英语试题第3页（共7页）customerswouldhavemoretime,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.tokeepconsumershappybyprovidingmorechoiceB.toimprovecustomersatisfactionbyimprovingqualityC.tosatisfypeople'sneedsbysellingthemmoreproductsD.toincreaseconsumption22.Weknowthataneconomyisdoingwellif______.A.peoplebuymorethingsB.peopleownmorethingsC.productionandemploymentriseandmoremoneycirculatesD.peopleseemsatisfied23.Besideschoice,thethreethingswhichareimportantinimprovingpeople'slivesare______.A.quantity,qualityandsatisfactio