湖南电大2014年1月高级商务英语试题

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

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Part I Vocabulary and Structure ( 30 分)

Section 1 (1-10 题，每题1分，共10分)

Match the words on the left with their definitions on the right.

Section 2（11-20题，每题2分，共20分）

Choose a word or phrase from the list for each space in the passage below.

A SWOT analysis is an analytical tool that can help you work through all the information you have about your business. ?SWOT‘stands for strengths, weaknesses, opportunities and threats. This type of (11) _________ represents an effort to examine the interaction between the particular (12) _____________ of your business and the external marketplace in which you compete. Many of the conclusions that you draw as a (13) __________ of the SWOT analysis will be incorporated (14) _______ strategy sections of the business plan. the market analysis and the market.

The internal portion of a SWOT analysis (15) _______ at the individual strengths and weaknesses of your specific business. For example, you may have a favorable geographic location that makes you more accessible to customers than your competitors. You may (16) _______ the

other (17) _______ invested in state-of-art equipment that only recently became available. On the other (18) ________, you may have problems managing your inventory or you may have employees who just are not (19) _______ to the tasks that will be required to implement your plan.

Similarly, the external analysis looks at the opportunities presented by the marketplace and the threats that you face in your chosen market. Be as accurate as possible in assessing the market (20) ______ in which you do business. Identify those areas in which your competitors pose a threat.

Part 2 Reading (35 分)

Section 1 (21-30题，每题2分，共20分)

Choose the best answer according to the information provided in the 2 passages.

Passage One

What is the purpose of a marketing system in a society? One very common view is that it should encourage consumption. In theory, if more people buy more things, the demand for goods will increase. And if demand increases , this will result in higher production , more employment and more ―wealth‖—the main indicators of a healthy economy. Finally it is generally believed that the more people consume –the more goods and services they buy the happier they will be.

But, some experts disagree with this view. They feel that increasing consumer satisfaction is more important than making consumers buy more. They say that manufacturers should concentrate on producing goods that suit the tastes and needs of consumers. If customers find goods that suit their tastes and needs , this will help to improve their lifestyles , and they will feel satisfied.

Unfortunately, increasing the amount of choice also has some disadvantages. Firstly, when a company increases the variety of products this also increases the cost of production. So, goods and services tend to become more expensive. And higher prices lead to decreasing sales.

Secondly, greater variety of products means that more money needs to be spent on market research, to find exactly what the customers want.

Thirdly, consumers themselves have to spend more time and effort looking at a variety of products, before they decide which one suits their needs. If there wasn‘t so much choice, the

customers would have more time, and this time could be spent buying more things.

Finally, having more products to choose from does not necessarily increase the consumer‘s real choice, because such products may be very similar to other brands of the same product. Advertisers would like us to believe that their washing powder is better than any other.

They are always telling us that their brand gives us a ―white wash‖than that of their competitors. But, in fact, one detergent powder is very much the same as any other, and it really doesn‘t matter which one we buy. This same problem can occur with all kinds of products from beer and cigarettes to toothpaste and toilet soap.

Perhaps the most important purpose of a marketing system is to improve the quality of our lives. We have to consider not just the amount we buy, but also about how easily available products are , whether we can afford them , and whether we are satisfied by their quality.

For a company the most important thing is whether the people really like the product. No matter how much marketing a company does , if in the end people don't enjoy using the product, then the marketing has failed.

21. Most people think that the purpose of a marketing system is ______.

A. to keep consumers happy by providing more choice

B. to improve customer satisfaction by improving quality

C. to satisfy people's needs by selling them more products

D. to increase consumption

22. We know that an economy is doing well if ______.

A. people buy more things

B. people own more things

C. production and employment rise and more money circulates

D. people seem satisfied

23. Besides choice, the three things which are important in improving people's lives are ______.

A. quantity, quality and satisfaction

B. quality, availability and affordability

C. suitability, satisfaction and quantity

D. necessity, cost and quality

24. Beer, cigarettes and face cream are all examples of ______.

A. products which everybody needs

B. products which are very similar, whichever brand you choose

C. products of which the consumer has little choice

D. products for which it is not necessary to provide choice

25. The most important factor which influences the choice of products is ________.

A. whether people like them

B. whether they have been marketed properly

C. how much time it takes to choose them

D. whether there are enough of them Passage Two

Getting the Most Out of Meetings

One aspect of business life which many managers are unhappy with is the need to attend meetings. Research indicates that managers well spend between a third and a half of their working lives in meetings. Although most managers would agree that it is hard to think of an alternative to meetings, as a means of considering information and making collective decisions, their length and frequency can cause problems with the workload of even the best-organised executives.

Meetings work best if they take place only when necessary and not as a matter of routine. One example of this is the discussion of personal or career matters between members of staff and their line and personnel manager. Another is during the early stages of a project when the team managing it needs to learn to understand and trust one another.

Once it has been decided that a meeting is necessary, decisions need to be taken about who will attend and about the location and length of the meeting. People should only be invited to attend if they are directly involved in the matters under discussion and the agenda should be distributed well in advance. An agenda is vital because it acts as a road map to keep discussion focused and within the time limit allocated. This is also the responsibility of the person chairing the meeting, who should encourage those who say little to speak and stop those who have a great deal to say from talking too much.

At the end of a well organised meeting, people will feel that the meeting has been a success and be pleased they were invited. They will know not only what decisions were made but also the reasons for these decisions. Unfortunately, at the end of a badly organised meeting those present will leave feeling that they have wasted their time and that nothing worthwhile has been achieved.

Much thought has been given over the years to ways of keeping meetings short. One man who has no intention of spending half his working life in meetings is Roland Winterson, chief executive of a large manufacturing company. He believes that meetings should be short, sharp and infrequent. ?I try to hold no more than two or three meetings a week, attended by a maximum of three people for no longer than half an hour,‘he says. ?They are clearly aimed at achieving a specific objective, such as making a decision or planning a strategy, and are based on careful preparation. I draw up the agenda for every meeting and calculate it in advance; those attending are expected to study it carefully and should be prepared to both ask and answer questions. Managers are best employed carrying out tasks directly connected with their jobs not attending endless meetings. In business, time is money and spending it in needless meetings that don‘t achieve anything can be very costly. Executives should follow the example of lawyers and put a cost on each hour of their time and then decide whether attending a long meeting really is the best way to spend their time.‘

26. What do most managers think about meetings?

A. Meetings take up most of their working life.

B. Meetings allow them to monitor decision-making.

C. Meetings prevent them from establishing a routine.

D. Meetings are the only way they know of achieving certain objectives.

27. According to the writer, the agenda is important because it ________.

A. is seen by everybody before the meeting

B. helps to give direction to the discussions

C. contains items of interest to all those present

D. shows who should speak at each stage of the meeting

28. The writer says that people leaving a well-organised meeting will understand ________.

A. the reason for their invitation to attend

B. how the decisions taken were relevant to them

C. the importance of proposals under discussion

D. why certain courses of action were agreed upon

29. What does Roland Winterson say about the meetings that he organises?

A. He aims to hold them on a regular basis.

B. He ensures that they have a definite purpose.

C. He uses them to make decisions about strategy.

D. He requires his managers to draw up the agenda.

30. What is Roland Winterson‘s opinion about meetings?

A. They can be a bad use of a manager‘s time.

B. Their importance is often underestimated.

C. They frequently result in wrong decisions.

D. Their effectiveness could be improved with better plans.

Section 2 (31-35题，每题3分，共15分)

Read the following text and answer questions.

Passage Three

It’s a Small World after All …

Take some of the world's best known brand names-Coca Cola, British Airways, The Times of London. What do they all have in common? Each one of them is run by an Australian. In fact, the World Bank is run by an Australian too. As Dame Edna would say—spooky!

We may conclude, therefore, that the Australians run the world. Except, of course, they don‘t. So who does? Democratically elected political leaders, answerable to their own voters? Or powerful global corporations, answerable to their own shareholders, and interested only in profit?

Ever since the violent public protests at the World Trade Organisation meeting in Seattle in the autumn of 1999, the word ―globali s ation‖has come to be used as a weapon in the war of words over the way the world is developing. It is a wonderfully vague, all encompassing term,

which can mean more or less whatever you want it to mean. My favourite definition is ―globalisation = everything that is happening.‖

Imagine a high school kid playing basketball—he‘s wearing a sports shirt with the name of his favourite team on it. Probably an American team, on a shirt that may well have been designed in Europe and manufactured in Southeast Asia. The same goes for the shoes on his feet, the designer sunglasses on his nose as he saunters home, and the funky sports bag slung over his shoulder. It doesn‘t matter if you‘re in Cape Town, Copacabana, Cologne or Kowloon—that‘s globalisation.

And what‘s made it all possible is the communications revolution. Little more than 100 years ago, if I had designed a shirt here in London, the only way to have had it made in Hong Kong would have been to send the designs, by courier, using horses and ships, halfway round the world. If I‘d wanted to pay someone to make it, the money would have gone the same way. Now, with a click of my computer mouse, my designs can be in Hong Kong, Helsinki and Houston in an inst ant. So can my money. That‘s globalisation.

And yet, t hree quarters of all the world‘s telephone lines are in the richest countries where only one-fifth of the world‘s population live. Whereas 40 years ago, the people living in the richest countries earned on average 30 times more than those in the poorest, now they earn 80 times more. According to the World Bank, two billion people have been left behind by the globalisation revolution, most of them in Sub-Saharan Africa, the Middle East and the countries of the former Soviet Union.

And although everyone now seems to pay lip service to the notion of free trade, it‘s not free yet. The international development charity Oxfam says that the rich countries of the northern hemisphere still have trade barriers in place that cost the developing nations US$700 billion a year in lost exports. Most of this is in agriculture and textiles, which means that millions of poor farmers are still far from seeing the supposed benefits of the new global economy.

As for the global corporations , every time we buy our washing powder (Unilever) , fill our cars with petrol (Shell) , or wear a pair of blue jeans (Levi‘s)，perhaps we should pause for just a moment to think of those who have sweated to manufacture the product we‘re buying. So, is globalisation good for us? It depends on who you mean by ?us‘.

31. Why may one conclude that the Australians run the world?

32. What does the example of the high school kid tell us about globalisation?

43. What has changed with the communications revolution?

34. What evidence is given to show that globalisation hasn‘t benefited poor countries?

35. What is the writer‘s opinion of globalisation?

Part III Short-Answer Questions (15分)

Answer the following questions based on what you have learned from the textbook. You should use complete sentences. (36-38题，每题5分，共15分)

36. List at least five kinds of market research.

37. What is the SMART action plan?

38. What does the term TQM mean?

Part IV Translation (20分)

Translate the following passage into Chinese. (1题，20分)

39.

China Backs EU Bailout Measures

Chinese Vice Premier Wang Yang said Tuesday that China supports the measures taken by the European Union and International Monetary Fund to bail out certain European countries and stabilize the financial markets. Speaking at the third EU-China High Level Economic and Trade Dialogue, Mr. Wang said China hopes th e effects of the European Union‘s measures to address the Euro-zone debt crisis become apparent as soon as possible. Mr. Wang‘s statement is the latest China‘s leaders over the past year expressing support for measures taken to address the Euro-zone crisis. The comments gave the Euro positive momentum in currency markets during the Asia day, though the currency later fell after ratings firm Moody's Investors Service warned of a possible debt downgrade to Portugal.

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

高级商务英语试题答题纸

Part I Vocabulary and Structure ( 30 分)

Section 1 (1-10 题，每题1分，共10分)

1. 2. 3. 4. 5.

6. 7. 8. 9. 10.

Section 2 （11-20题，每题2分，共20分）

11. 12. 13. 14. 15.

16. 17. 18. 19. 20.

Part II Reading (35 分)

Section 1（21-30题，每题2分，共20分）

Passage One

21. 22. 23. 24. 25.

Passage Two

26. 27. 28. 29. 30.

Section 2（31-35题，每题3分，共15分）

Passage Three

31.

32.

33.

34.

35.

Part III Short-Answer Questions (15分) Answer the following questions (36-38题，每题5分，共15分) 36.

37.

38.

Part IV. Translation (20分)

Translate the following passage into Chinese. (1题，20分)

39.

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

高级商务英语试题参考答案及评分标准

Part 1 Vocabulary and Structure ( 30 分)

Section 1 (1-10 题，每题1分，共10分)

Match the words on the left with their definitions on the right.

1. G

2. D

3. E

4. H

5. F

6. B

7. A

8. C

9. J 10. I

Section 2 （11-20题，每题2分，共20分）

11. analysis 12. features 13. result 14. into 15. looks

16. have 17. capital 18. hand 19. up 20. environment

Part 2 Reading (35 分)

Section 1 (21-30题，每题2分，共20分)

Passage One

21. D 22. C 23. B 24. B 25. A

Passage Two

26. D 27. B 28. D 29. B 30. A

Section 2 (31-35题，每题3分，共15分)

Passage Three

31. Beca use they run some of the world‘s most important companies and organisations such as

Coca Cola, British Airways, Times and the World Bank.

32. Manufactured goods may have been designed and made in different parts of the world.

33. The flow of information and money can go much faster than before.

34. They have only one-fourth of the world‘s telephone lines. Their citizens earn about 80 times

less than the citizens of rich countries. Their exports, mainly agricultural products and

textiles, are subject to trade barriers.

35. On the whole, globalisation benefits the rich more than the poor.

Part 3 Short-Answer Questions（15分)

Answer the following questions based on what you have learned from the textbook. You should use complete sentences. (36-38题，每题5分，共15分)

36. They are attitude research, motivational research, qualitative market research , desk research ,

market communications research , omnibus survey , and quantitative market research etc. (If five of these are listed, 5 full points can be offered. )

37. SMART, a planning tool, stands for specific, measurable, achievable, relevant, and timed.

They are a set of criteria by which marketing objectives are assessed.

38. TQM, total quality management, is an approach to management which involves a complete

dedication to the idea of quality. Total means that everyone in the organisation is involved in the final product or service to the customer. Quality concerns the objective, measurable and manageable criteria that everyone must understand and commit to. Management is a proactive rather than a reactive process, recognising that TQM is a managed process which involves people, systems and supporting tools and techniques.

Part IV. Translation (20分)

Translate the following passage into Chinese. (1题，20分)

39.

中国支持欧盟救市计划

中国国务院副总理汪洋周二说，中国支持欧盟(European Union)和国际货币基金组织(IMF)为救助某些欧洲国家以及稳定金融市场而采取的举措。汪洋在第三次中欧经贸高层对话中说，中国希望欧盟为解决欧元区债务危机而采取的措施能尽快产生明显效果。汪洋的讲话是中国领导人在过去一年中最近一次对为解决欧元区危机而采取的措施表示支持。这番言论在汇市亚洲交易时段中为欧元提供了上行动能，但欧元随后下跌，因为评级机构穆迪投资者服务公司(Moody‘s Investors Service)警告说可能下调葡萄牙的债务评级。

评分细则：

本题为英译汉，计20分。评分分为5个档次；先根据译文整体结构和内容确定基本档次，再以该档次要求来衡量、确定最后得分。