1-chapter-1
《小王子英文版》精读笔记——第一章
《小王子英文版》精读笔记——第一章第1 章[ Chapter 1 ]◆magnificent /mæɡˈnɪfɪsnt/ adj. 壮丽的;令人印象深刻的◆primeval /praɪˈmivəl/ adj. 原始的◆a boa constrictor 一条蟒蛇◆boa /'bəʊə/ n. 蟒◆constrictor /kən'strɪktə/ n. 大蟒◆swallow /'swɒləʊ/ v. 吞下◆called True Stories from Nature 可以看做非限制性定语修饰a book（解释补充说明）◆in the act of doing (sth.) 正在做某事时◆prey /preɪ/ n[U].猎物v.捕食◆swallow sth. whole 把……囫囵吞下◆whole /həʊl/ adj. 完整的◆chew /tʃuː/ vt.咀嚼◆succeed in doing 成功地做某事◆drawing /'drɔː(r)ɪŋ/ n. 图画◆masterpiece /'mɑːstəpiːs/ n. 杰作◆frighten /'fraɪt(ə)n/ v.使惊恐;吓唬◆show sth. to sb. 把某物给某人看◆digest /daɪ'dʒest/ v.消化◆ask sb. sth. 询问某人某事◆whether the drawing frightened them 宾语从句◆be frightened by... 被……吓坏(吓一跳)◆digesting an elephant 现在分词短语作后置定语完整版笔记持续更新中ing公主号：中学英语Club。
CHAPTER 1英文
CHAPTER 1INTO THE PRIMITIVEOld longings nomadic leap,Chafing at custom's chain;Again from its brumal sleepWakens the ferine strain.Buck did not read the newspapers, or he would have known that trouble was brewing, not alone for himself, but for every tidewater dog, strong of muscle and with warm, long hair, from Puget Sound to San Diego. Because men, groping in the Arctic darkness, had found a yellow metal, and because steamship and transportation companies were booming the find, thousands of men were rushing into the Northland. These men wanted dogs, and the dogs they wanted were heavy dogs, with strong muscles by which to toil, and furry coats to protect them from the frost.Buck lived at a big house in the sun-kissed Santa Clara Valley. Judge Miller's place, it was called. It stood back from the road, half-hidden among the trees, through which glimpses could be caught of the wide cool veranda that ran around its four sides. The house was approached by graveled driveways which wound about through wide-spreading lawns and under the interlacing boughs of tall poplars. At the rear things were on even a more spacious scale than at the front. There were great stables, where a dozen grooms and boys held forth, rows of vine-clad servants' cottages, an endless and orderly array of outhouses, long grape arbors, green pastures, orchards, and berry patches. Then there was the pumping plant for the artesian well, and the big cement tank where Judge Miler's boys took their morning plunge and kept cool in the hot afternoon. And over this great demesne Buck ruled. Here he was born, and here he had lived the four years of his life. It was true, there were other dogs. There could not but be other dogs on so vast a place, but they did not count. They came and went, resided in the populous kennels, or lived obscurely in the recesses of the house after the fashion of Toots, the Japanese pug, or Ysabel, the Mexican hairless, strange creatures that rarely put nose out of doors or set foot to ground. On the other hand, there were the fox terriers, a score of them at least, who yelped fearful promises at Toots and Ysabel looking out of the windows at them and protected by a legion of housemaids armed with brooms and mops.But Buck was neither house dog nor kennel dog. The whole realm was his. He plunged into the swimming tank or went hunting with the Judge's sons; he escorted Mollie and Alice, the Judge's daughters, on long twilight or early morning rambles; on wintry nights he lay at the Judge's feet before the roaring library fire; he carried the Judge's grandsons on his back, or rolled them in the grass, and guarded their footsteps through wild adventures down to the fountain in the stable yard, and even beyond, where the paddocks were, and the berry patches. Among the terriers he stalked imperiously, and Toots and Ysabel he utterly ignored, for he was king--king over all creeping, crawling, flying things of Judge Miller's place, humans included.His father, Elmo, a huge St. Bernard, had been the Judge's inseparable companion, and Buck bid fair to follow in the way of his father. He was not so large--he weighed only one hundred and forty pounds--for his mother, She, had been a Scotch shepherd dog. Nevertheless, one hundred and forty pounds, to which was added the dignity that comes of good living and universal respect, enabled him to carry himself in right royal fashion. During the four years since his puppyhood hehad lived the life of a sated aristocrat; he had a fine pride in himself, was even a trifle egotistical, as country gentlemen sometimes become because of their insular situation. But he had saved himself by not becoming a mere pampered house dog. Hunting and kindred outdoor delights had kept down the fat and hardened his muscles; and to him, as to the cold-tubbing races, the love of water had been a tonic and a health preserver.And this was the manner of dog Buck was in the fall of 1897, when the Klondike strike dragged men from all the world into the frozen North. But Buck did not read the newspapers, and he did not know that Manuel, one of the gardener's helpers, was an undesirable acquaintance. Manuel had one besetting sin. He loved to play Chinese lottery. Also, in his gambling, he had one besetting weakness--faith in a system; and this made his damnation certain. For to play a system requires money, while the wages of a gardener's helper do not lap over the needs of a wife and numerous progeny.The Judge was at a meeting of the Raisin Growers' Association, and the boys were busy organizing an athletic club, on the memorable night of Manuel's treachery. No one saw him and Buck go off through the orchard on what Buck imagined was merely a stroll. And with the exception of a solitary man, no one saw them arrive at the little flag station known as College Park. This man talked with Manuel, and money chinked between them."You might wrap up the goods before you deliver them," the stranger said gruffly, and Manuel doubled a piece of stout rope around Buck's neck under the collar."Twist it, and you'll choke him plenty," said Manuel, and the stranger grunted a ready affirmative. Buck had accepted the rope with quiet dignity. To be sure, it was an unwonted performance but he had learned to trust in men he knew, and to give them credit for a wisdom that outreached his own. But when the ends of the rope were placed in the stranger's hands, he growled menacingly. He had merely intimated his displeasure, in his pride believing that to intimate was to command. But to his surprise the rope tightened around his neck, shutting off his breath. In a quick rage he sprang at the man, who met him halfway, grappled him close by the throat, and with a deft twist threw him over on his back. Then the rope tightened mercilessly, while Buck struggled in a fury, his tongue lolling out of his mouth and his great chest panting futilely. Never in all his life had he been so vilely treated, and never in all his life had he been so angry. But his strength ebbed, his eyes glazed, and he knew nothing when the train was flagged and the two men threw him into the baggage car.The next he knew, he was dimly aware that his tongue was hurting and that \he was being jolted along in some kind of a conveyance. The hoarse shriek of a locomotive whistling a crossing told him where he was. He had traveled too often with the Judge not to know the sensation of riding in a baggage car. He opened his eyes, and into them came the unbridled anger of a kidnaped king. The man sprang for his throat, but Buck was too quick for him. His jaws closed on the hand, nor did they relax till his senses were choked out of him once more."Yep, has fits," the man said, hiding his mangled hand from the baggage man, who had been attracted by the sounds of struggle. "I'm taking him up for the boss to 'Frisco. A crack dog doctor there thinks that he can cure him."Concerning that night's ride, the man spoke most eloquently for himself, in a little shed back of a saloon on the San Francisco water front."All I get is fifty for it," he grumbled, "and I wouldn't do it over for a thousand, cold cash."His hand was wrapped in a bloody handkerchief, and the right trouser leg was ripped from kneeto ankle."How much did the other mug get?" the saloon-keeper demanded."A hundred," was the reply. "Wouldn't take a sou less, so help me.""That makes a hundred and fifty," the saloon-keeper calculated, "and he's worth it, or I'm a squarehead."The kidnaper undid the bloody wrappings and looked at his lacerated hand. "If I don't get hydrophobia--""It'll be because you was born to hang," laughed the saloon-keeper. "Here, lend me a hand before you pull your freight," he added.Dazed, suffering intolerable pain from throat and tongue, with the life half throttled out of him, Buck attempted to face his tormentors. But he was thrown down and choked repeatedly, till they succeeded in filing the heavy brass collar from off his neck. Then the rope was removed, and he was flung into a cage-like crate.There he lay for the remainder of the weary night, nursing his wrath and wounded pride. He could not understand what it all meant. What did they want with him, these strange men? Why were they keeping him pent up in this narrow crate? He did not know why, but he felt oppressed by the vague sense of impending calamity. Several times during the night he sprang to his feet when the shed door rattled open, expecting to see the Judge, or the boys at least. But each time it was the bulging face of the saloon-keeper that peered in at him by the sickly light of a tallow candle. And each time the joyful bark that trembled in Buck's throat was twisted into a savage growl.But the saloon-keeper let him alone, and in the morning four men entered and picked up the crate. More tormentors, Buck decided, for they were evil-looking creatures, ragged and unkempt; and he stormed and raged at them through the bars. They only laughed and poked sticks at him, which he promptly assailed with his teeth till he realized that was what they wanted. Whereupon he lay down sullenly and allowed the crate to be lifted into a wagon. Then he, and the crate in which he was imprisoned, began a passage through many hands. Clerks in the express office took charge of him; he was carted about in another wagon; a truck carried him, with an assortment of boxes and parcels, upon a ferry steamer; he was trucked off the steamer into a great railway depot, and finally he was deposited in an express car.For two days and nights this express car was dragged along at the tail of shrieking locomotives; and for two days and nights Buck neither ate nor drank. In his anger he had met the first advances of the express messengers with growls, and they had retaliated by teasing him. When he flung himself against the bars, quivering and frothing, they laughed at him and taunted him. They growled and barked like detestable dogs, mewed, and flapped their arms and crowed. It was all very silly, he knew; but therefore the more outrage to his dignity, and his anger waxed and waxed. He did not mind the hunger so much, but the lack of water caused him severe suffering and fanned his wrath to fever-pitch. For that matter, high-strung and finely sensitive, the ill treatment had flung him into a fever, which was fed by the inflammation of his parched and swollen throat and tongue.He was glad for one thing: the rope was off his neck. That had given them an unfair advantage; but now that it was off, he would show them. They would never get another rope around his neck. Upon that he was resolved. For two days and nights he neither ate nor drank, and during those two days and nights of torment, he accumulated a fund of wrath that boded ill for whoeverfirst fell foul of him. His eyes turned bloodshot, and he was metamorphosed into a raging fiend. So changed was he that the Judge himself would not have recognized him; and the express messengers breathed with relief when they bundled him off the train at Seattle.Four men gingerly carried the crate from the wagon into a small, high-walled back yard. A stout man, with a red sweater that sagged generously at the neck, came out and signed the book for the driver. That was the man, Buck divined, the next tormentor, and he hurled himself savagely against the bars. The man smiled grimly, and brought a hatchet and a club."You ain't going to take him out now?" the driver asked."Sure," the man replied, driving the hatchet into the crate for a pry.There was an instantaneous scattering of the four men who had carried it in, and from safe perches on top the wall they prepared to watch the performance.Buck rushed at the splintering wood, sinking his teeth into it, surging and wrestling with it. Wherever the hatchet fell on the outside, he was there on the inside, snarling and growling, as furiously anxious to get out as the man in the red sweater was calmly intent on getting him out. "Now, you red-eyed devil," he said, when he had made an opening sufficient for the passage of Buck's body. At the same time he dropped the hatchet and shifted the club to his right hand. And Buck was truly a red-eyed devil, as he drew himself together for the spring, hair bristling, mouth foaming, a mad glitter in his bloodshot eyes. Straight at the man he launched his one hundred and forty pounds of fury, surcharged with the pent passion of two days and nights. In mid-air, just as his jaws were about to close on the man, he received a shock that checked his body and brought his teeth together with an agonizing clip. He whirled over, fetching the ground on his back and side. He had never been struck by a club in his life, and did not understand. With a snarl that was part bark and more scream he was again on his feet and launched into the air. And again the shock came and he was brought crushingly to the ground. This time he was aware that it was the club, but His madness knew no caution. A dozen times he charged, and as often the club broke the charge and smashed him down.After a particularly fierce blow he crawled to his feet, too dazed to rush. He staggered limply about, the blood flowing from nose and mouth and ears, his beautiful coat sprayed and flecked with bloody slaver. Then the man advanced and deliberately dealt him a frightful blow on the nose. All the pain he had endured was nothing compared with the exquisite agony of this. With a roar that was almost lion-like in its ferocity, he again hurled himself at the man. But the man, shifting the club from right to left, cooly caught him by the under jaw, at the same time wrenching downward and backward. Buck described a complete circle in the air, and half of another, then crashed to the ground on his head and chest.For the last time he rushed. The man struck the shrewd blow he had purposely withheld for so long, and Buck crumpled up and went down, knocked utterly senseless."He's no slouch at dog-breaking, that's what I say," one of the men on the wall cried with enthusiasm."Druther break cayuses any day, and twice on Sundays," was the reply of the driver, as he climbed on the wagon and started the horses.Buck's senses came back to him, but not his strength. He lay where he had fallen, and from there he watched the man in the red sweater." `Answers to the name of Buck,' " the man soliloquized, quoting from the saloon-keeper's letter which had announced the consignment of the crate and contents. "Well, Buck, my boy," he wenton in a genial voice, "we've had our little ruction, and the best thing we can do is to let it go at that. You've learned your place, and I know mine. Be a good dog and all will go well and the goose hang high. Be a bad dog, and I'll whale the stuffing outa you. Understand?"As he spoke he fearlessly patted the head he had so mercilessly pounded, and though Buck's hair involuntarily bristled at touch of the hand, he endured it without protest. When the man brought him water, he drank eagerly, and later bolted a generous meal of raw meat, chuck by chunk, from the man's hand.He was beaten (he knew that); but he was not broken. He saw, once for all, that he stood no chance against a man with a club. He had learned the lesson, and in all his afterlife he never forgot it. That club was a revelation. It was his introduction to the reign of primitive law, and he met the introduction halfway. The facts of life took on a fiercer aspect; and while he faced that aspect uncowed, he faced it with all the latent cunning of his nature aroused. As the days went by, other dogs came, in crates and at the ends of ropes, some docilely, and some raging and roaring as he had come; and, one and all, he watched them pass under the dominion of the man in the red sweater. Again and again, as he looked at each brutal performance, the lesson was driven home to Buck: a man with a club was a lawgiver, a master to be obeyed, though not necessarily conciliated. Of this last Buck was never guilty, though he did see beaten dogs that fawned upon the man, and wagged their tails, and licked his hand. Also he saw one dog, that would neither conciliate nor obey, finally killed in the struggle for mastery.Now and again men came, strangers, who talked excitedly, wheedlingly, and in all kinds of fashions to the man in the red sweater. And at such times that money passed between them the strangers took one or more of the dogs away with them. Buck wondered where they went, for they never came back; but the fear of the future was strong upon him, and he was glad each time when he was not selected.Yet his time came, in the end, in the form of a little weazened man who spat broken English and many strange and uncouth exclamations which Buck could not understand."Sacredam!" he cried, when his eyes lit upon Buck. "Dat one dam bully dog! Eh? How much?" "Three hundred, and a present at that," was the prompt reply of the man in the red sweater. "And seeing it's government money, you ain't got no kick coming, eh, Perrault?"Perrault grinned. Considering that the price of dogs had been boomed skyward by the unwonted demand, it was not an unfair sum for so fine an animal. The Canadian Government would be no loser, nor would its dispatches travel the slower. Perrault knew dogs, when he looked at Buck he knew that he was one in a thousand--"One in ten thousand," he commented mentally.Buck saw money pass between them, and was not surprised when Curly, a good-natured Newfoundland, and he were led away by the little weazened man. That was the last he saw of the man in the red sweater, and as Curly and he looked at receding Seattle from the deck of the Narwhal, it was the last he saw of the warm Southland. Curly and he were taken below by Perrault and turned over to a black-faced giant called Francois. Perrault was a French Canadian, and swarthy; but Francois was a French Canadian half-breed, and twice as swarthy. They were a new kind of men to Buck (of which he was destined to see many more), and while he developed no affection for them, he none the less grew honestly to respect them. He speedily learned that Perrault and Francois were fair men, calm and impartial in administering justice, and too wise in the way of dogs to be fooled by dogs.In the 'tween-decks of the Narwhal, Buck and Curly joined two other dogs. One of them was a big,snow-white fellow from Spitzbergen who had been brought away by a whaling captain, and who had later accompanied a Geological Survey into the Barrens.He was friendly, in a treacherous sort of way, smiling into one's face the while he meditated some underhand trick, as, for instance, when he stole from Buck's food at the first meal. As Buck sprang to punish him, the lash of Francois's whip sang through the air, reaching the culprit first; and nothing remained to Buck but to recover the bone. That was fair of Francois, he decided, and the half-breed began his rise in Buck's estimation.The other dog made no advances, nor received any; also, he did not attempt to steal from the newcomers. He was a gloomy, morose fellow, ant he showed Curly plainly that all he desired was to be left alone, and further, that there would be trouble if he were not left alone. "Dave" he was called, and he ate and slept, or yawned between times, and took interest in nothing, not even when the Narwhal crossed Queen Charlotte Sound and rolled and pitched and bucked like a thing possessed. When Buck and Curly grew excited, half-wild with fear, he raised his head as though annoyed, favored them with an incurious glance, yawned, and went to sleep again.Day and night the ship throbbed to the tireless pulse of the propeller, and though one day was very like another, it was apparent to Buck that the weather was steadily growing colder. At last, one morning, the propeller was quiet, and the Narwhal was pervaded with an atmosphere of excitement. He felt it, as did the other dogs, and knew that a change was at hand. Francois leashed them and brought them on deck. At the first step upon the cold surface, Buck's feet sank into a white mushy something very like mud. He sprang back with a snort. More of this white stuff was falling through the air. He shook himself, but more of it fell upon him. He sniffed it curiously, then licked some up on his tongue. It bit like fire, and the next instant was gone. This puzzled him. He tried it again, with the same results. The onlookers laughed uproariously, and he felt ashamed, he knew not why, for it was his first snow.IndexNextThis Free Ebook is ProducedBy "Eshu Space".Need More Free Ebooks, Pls Go To/。
跨文化交际Chapter 1部分翻译
跨文化Chapter 1P1~2Chapter 1 前三段判断题范围THE ONLY TIME WHEN TRUE SUFFERING OCCURS ISWHEN TWO CULTURES COLLIDE. —— HERMANN HESSE只有苦难发生，当两种文化碰撞时。
anyone who has done business internationally knows that dreadful feeling brought on by the blank stares,任何人做国际业务的都知道，空洞的眼神所带来的可怕感觉，the forced half-smiles, the murmured comments in a language that seems indecipherable—强迫半微笑，用似乎难以辨认的语言低声评论——when what you say doesn't connect, and when something seems missing.当无法和你说什么事情联系上时，有些事情似乎就错过了，The paranoia is inescapable. You had your checklist of cultural do's and don'ts and followed them religiously.偏执是不可避免的。
你有你的该做什么和不该做什么的文化清单，并且虔诚地遵守着。
You broke no taboos, committed no cultural faux pas, insulted no one—yet you failed to break through. Why?你不打破任何禁忌，不犯任何文化失礼，不侮辱任何人——但你却未能突破文化差异。
为什么呢？Distance and time were once the biggest obstacles to doing business internationally.距离和时间，一度成为做国际业务的最大障碍。
2019.11,公选Chapter 1,Unit 1. 翻译的定义-PPT精选文档
The answer to “what is translation?” depends on
how we interpret the word “translation”, for the
very word “translation” itself is ambiguous, and the Chinese equivalent “翻译” sounds even fuzzier. 翻 译 may either stand for a subject of the curriculum, a job people engage in, a piece of literary work, or
10. 翻译者“像一位雕塑家用雕塑再现 油画作品的形象”（A sculptor who tries to recreate a work of painting）.
11. 翻译家是“珍宝的发现者”（a
discoverer of valuable treasures）或 是“掘金者”（a digger for gold）
(Bell, Translation and Translating: Theory and
Practice: 13)
有关翻译和翻译者的比喻：
1. 世界上全部交际来往中最重要、最高贵的事业之
一。（歌德） 2. 意大利谚语：Traduttore, traditore. 翻译即叛逆。 3. 翻译犹如女人，漂亮便不忠实，忠实便不漂亮。 4. 理想的译者应成为一块玻璃，透明得让读者感觉 不到他的存在。（果戈理） 5. 把翻译看作是”译者摆布文本的一个过程。" （Susan Bassnett）
Questions:
• How Translation Came into Being? • How comes that there are so many languages in the world?
2020英语高考备战：解读《了不起的盖茨比》-Chapter 1-01
2020英语高考备战：解读《了不起的盖茨比》-Chapter 1-01Chapter 1第1段In my younger and more vulnerable years my father gave me some advice that I've been turning over in my mind ever since.分析：此句为“that”引导的定语从句，从句用来修饰advice。
“give”后可以接双宾语，”advice”为直接宾语，“me”为间接宾语。
“turn over”原本指“翻身、翻转”，这里指“在脑海中反复出现”。
笔记：ever since自那以后vulnerable /ˈvʌlnərəbəl/ adj. （身体上或感情上）脆弱的，易受…伤害的语法：have been doing一直在做某事翻译：我年纪还轻，阅历不深的时候，我父亲教导过我一句话，我至今还念念不忘。
第2段'Whenever you feel like criticizing(批评) any one,' he told me, 'just remember that all the people in this world haven't had the advantages that you've had.'分析：这句话告诉大家一些信息，首先“我”的出身还是不错的，家里条件挺好，有一些别人没有的优势，并且从小“我”的父亲就教导“我”，不要随意地去批评别人，所以这也是“我”性格的一个特征，不愿意随便地去评价别人。
翻译：“每当你想批评别人的时候，”他对我说，“一定要记得并不是世界上每个人都曾拥有你所拥有的优势。
”第3段He didn't say any more but we've always been unusually communicative in a reserved way, and I understood that he meant a great deal more than that.笔记：communicative爱说话的reserved 内向的；寡言少语的；矜持的reserve 把…专门留给；把…留作；保留•I reserve judgment on this issue (= I won't give an opinion on it now) until we have more information.在我们得到更多的资讯之前，我暂不对此事发表意见。
美女与野兽1
"Please don't cry.请不要哭泣
We have each other and our good health.我们还有彼此还有健康
Money is not important."钱并不重要
Her sisters started to pull their hair out.她的姐姐们则开始揪起了自己的头发
"Oh,father,"the eldest daughter cried.
"What will we do now?"
"You'll have to work,"he said,very sadly.
The middle daughter was angry and said,
"We can't work.No rich man will want to marry us!"
"That's great news.
I'm so glad to see you happy again."
The two elder sisters jumped up for joy.
"We're rich! We're rich!"they shouted.
The next morning,Beauty's father woke up early.
She was the most beautiful daughter.她是姐妹中最漂亮的
In fact,everything about her was beautiful.事实上她的一切都很美
Chapter-1.-to-4-discourse-analysis
第4页，共71页。
1.2 What is discourse analysis?
1.The term DA was first introduced by Zellig Harris((1909 –1992) an American linguist (1952) as a way of analysing connected speech and writing.
Higgins (2008),
Politically oriented discourse. Williams (2009)]
第12页，共71页。
5. cultural ways of speaking and writing
— different cultures have different ways of doing things through language.
— Dell Hathaway Hymes (1927–2009) linguist, sociolinguist, anthropologist.
Although ‘discourse’ and ‘text’ are concerned about the same content, still they have different focuses. ‘Discourse’ is interactive discourse while ‘text’ is non-interactive monologue.
Chapter1复习
Chapter 1Marketing: Managing Profitable Customer RelationshipsMultiple Choice1.Marketing seeks to create and manage profitable customer relationships by delivering_____ to customers.petitive pricesb.superior valuec.superior serviced.superior promotion(b; Easy)2.The marketing manager at Sunshine Car Washes is holding a training session for newemployees. She stresses that perhaps the most important concept of modernmarketing is _____.a.customer relationship managementb.e-mail advertisingc. a quality Web sited.properly trained sales people(a; Moderate)3.This business is now the best-known name on the Net.a.Barnes and Nobleb.Microsoftd.America Online(c; Easy)4.Jeff Bezos, founder of , wants to deliver a _____ to every customer.a.special experienceb.superior valuec.wide selection of productsd.none of the above(a; Easy) delivers all of the following benefits except one. Choose it.a.huge selectionb.good valuec.convenienced.no refund, credit only policy(d; Challenging)6.Selling on the Web presents serious challenges. has made large initialinvestments in computer systems, distribution centers, and _____.a.customer acquisitionb.inventoryc.employee trainingd.employee benefits(a; Moderate)7.Many experts predict that the future will belong to retailers who offer both “clicks”and _____.a.major discountsb.bricksc.superior locationsd.superior promotion(b; Easy)8.You have learned at work that today’s successful companies at all levels have onething in common: they are strongly customer focused and heavily committed to _____.a.obtaining the best CEOsb.increasing wealth to stockholdersc.marketingd.employee motivation(c; Moderate)9._____ is managing profitable customer relationships.a.Managementb.Controlc.Marketingd.Human Resources(c; Easy)10.The twofold goal of marketing is to attract new customers by promising superiorvalue and to _____.a.keep and grow current customers by delivering satisfactionb.keep and grow current customers by delivering competitive pricingc.keep and grow current customers by delivering friendly serviced.all of the above(a; Challenging)11.Highly successful companies know that if they take care of their customers,_____ will follow.a.frequent word of mouthb.market sharec.profitsd.market share and profits(d; Moderate)12.Marketing is more than _____ and advertising.a.distributionb.promotionc.sellingd.customer service(c; Easy)13.Today, marketing must be understood in terms of making a sale and _____.a.satisfying customer needsb.understanding customer valuec.customers’ self imagesd.brilliant advertising(a; Easy)14.Marketing is not only an exchange and managerial process, it is a _____.a.numbers gameb.social processc.cultural processd.subcultural process(b. Moderate)15.You have learned from experience as well as from this course that the most basicconcept underlying marketing is that of _____.a.selling and advertisingb.customer satisfactionc.retaining customersd.human needs(d; Easy)16.As a new assistant marketing manager trainee, you learn in an orientation meetingthat _____ are the form human needs take as they are shaped by culture andindividual personality.a.wantsb.demandsc.self conceptsd.desires(a; Moderate)17.Tommy Wang now has the buying power to purchase the computer system he haswanted for the last six months. Tommy’s want now has become a _____.a.needb.necessityc.demandd.none of the above(c; Easy)18.What do companies call a set of benefits that they promise to consumers to satisfytheir needs?a.marketing offerb.value propositionc.demand satisfactiond.need proposition(b; Moderate)19.You are preparing a combination of products, services, information, and experiencesto a market to satisfy needs and wants. What are you preparing?a.value propositionb.demand satisfactionc.tactical pland.marketing offer(d; Challenging)20.We must learn a valuable lesson in marketing. Many sellers make the mistake ofpaying more attention to the specific products they offer than to the _____ produced by those products.a.benefitsb.experiencesc.benefits and experiencesd.value satisfaction(c; Moderate)21.Smart marketers look beyond the attributes of the products and services they sell.They create brand _____ and brand _____ for consumers.a.awareness; preferenceb.recognition; preferencec.meaning; preferenced.meaning; experiences(d; Challenging)22.By orchestrating several services and products, companies can create, stage, andmarket brand _____.a.meaningb.experiencesc.awarenessd.preferences(b; Moderate)23.The difference between customer value and customer satisfaction is that value is thedifference between the values the customer gains from owning and using a product and the _____.a.costs of delivery of the productb.cost of obtaining the productc.cost of competing productsd.cost of the lost experience(b. Moderate)24.We can safely say that when a customer’s purchase lives up to his or her expectations,the customer is experiencing this state of being.a.customer valueb.self-esteemc.self-actualizationd.customer satisfaction(d; Moderate)25.At work, customers decide to satisfy needs and wants through exchange. Whatoccurs at this point?a.sellingb.customer servicec.marketingd.transaction marketing(c; Challenging26.Marketing consists of actions taken to build and maintain desirable _____ with targetaudiences involving a product, service, idea, or other object.a.exchange transactionsb.exchange relationshipsc.exchange processesd.exchange communications(b; Easy)27.This group of buyers share a particular need or want that can be satisfied throughexchange relationships.a.segmentb.target marketc.marketd.buying group(c; Easy)28._____ means managing markets to bring about profitable exchange relationshipsby creating value and satisfying needs and wants.a.Sellingb.Promotingc.Marketingd.Relationship marketing(c; Easy)29.Li Wei has an interesting job. He is involved in getting, keeping, andgrowing customers through creating, delivering, and communicating superiorcustomer value. What is his job?a.general managerb.supervisorc.marketing managerd.sales manager(c; Challenging)30.Marketers are not concerned with serving all customers in every way. Rather, theywant to serve selected customers that they can serve_____.a.profitablyb.with superior customer servicec.welld.well and profitably(d; Moderate)31.Marketing managers are concerned with ways to deal with demand. They may needto find, increase, _____, or even _____ demand.a.avoid; slowb.change; reducec.maximize; changed.change; modify(b; Challenging)32.The five alternative concepts under which organizations conduct their marketingactivities include the production, _____, selling, marketing, and societal marketing concepts.a.promotionb.pricingc.distributiond.product(d; Moderate)33.We have learned by sad experience that the product concept can lead to marketing_____.a.failuresb.myopiac.problemsd.incongruences(b; Moderate)34.Jolene’s firm believes that consumers will not buy enough of the firm’s productsunless the firm undertakes a large-scale selling and promotion effort. Jolene’s firm is practicing the _____.a.production conceptb.marketing conceptc.selling conceptd.relationship concept(c; Easy)35.Most firms practice the selling concept when they face _____.a. a crisisb. a recessionc.fierce competitiond.overcapacity(d; Moderate)36.To practice the marketing concept, an organization must deliver the _____ better thancompetitors.a.desired satisfactionsb.attractive pricesc.level of serviced.advertising campaign(a; Moderate)37.Jonathan Nonis works in sales for a telemarketing firm. His firm uses the sellingconcept which takes a (an) _____ approach.a.outside-inb.myopicc.inside-outd.marketing concept(c; Easy)38.Herb Kelleher of Southwest Airlines uses the marketing concept in his successfulorganization. His perspective of having a customer department uses a (an) _____ perspective.a.outside-inb.externalc.inside-outd.modern(a; Challenging)39.Customer-driven marketing usually works well when _____ and when customers_____.a. a clear need exits; are easy to identifyb.customers know what they want; can afford itc. a firm can deliver the goods desired; are thoroughly researchedd. a clear need exists; know what they want(d; Challenging)40.Mary Tanaka enjoys her work at Times Designs, Pte Ltd. Her organizationunderstands customer needs even better than customers themselves do and creates products and services that will meet existing and latent needs, now and in the future.Mary’s firm practices _____ marketing.a.customer-drivenb.customer-drivingc.relationshipd.none of the above(b; Challenging)41.Now many companies are beginning to think of _____ interests as well as their owncustomers’ needs.a.society’sb.stockholders’c.investors’d.lenders’(a; Easy)42.The societal marketing concept seeks to establish a balance between consumer short-run wants and consumer_____.a.short-run costs and profitsb.short-run ethicsc.long-run welfared.health(c; Moderate)43.You find yourself in a new job. Your marketing manager is heavily involved in theprocess of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. Your manager is concerned with which one of the following?a.database managementb.Web site hitsc.relationship managementd.customer relationship management(d; Moderate)panies today face some new marketing realities that mean there are fewercustomers to go around. Changing demographics, _____, and overcapacity in many industries are great concerns.a.more sophisticated competitorsb.higher unemploymentc.slowing incomesd.9/11(a; Challenging)45._____ is an important concept when we realize that losing a customer means losingmore than a single sale. It means losing the entire stream of purchases that thecustomer would make over a lifetime of patronage.a.Heuristics profitc.Customer lifetime valued.Relationship marketing(c; Moderate)46.Experience has taught us that the key to building lasting customer relationships is tocreate superior customer value and _____.a.satisfactionb.great servicepetitive pricesd.long-term relationships(a; Easy)47.Customers buy from stores and firms that offer the highest _____.a.value for the dollarb.customer perceived valuec.level of customer satisfactiond.both b and c(b; Challenging)48.Since customers tend to act on perceived values, they often do not judge productvalues and costs _____.a.reliablyb.accuratelyc.objectivelyd.accurately or objectively(d; Moderate)49.Tommy Gray attempts to deliver customer satisfaction every day in his AudioExpressions installation business. He is a smart operator who knows that the key to this goal is to match _____ with _____.a.customer expectations; competitive pricespany performance; competitive pricesc.customer expectations; company performancepany performance; unique products(c; Moderate)50.All of the following are associated with highly satisfied customers except one.a.They are less price sensitive.b.They remain loyal for a longer period.c.They spend a higher percentage of their discretionary income on personal items.d.They talk favorably to others about the company and its products.(c; Moderate)51.Shania works hard with her Internet customers to create an emotional relationship forher customers with the products and services she and her staff sell. She and her staff have created _____.a.customer delightb.customer satisfactionc.customer valued.customer loyalty(a; Challenging)52.Beyond simply retaining good customers, marketers want to constantly increase their“share of customer.” Describe what this means in marketing terms.a.Marketers want to increase their market share.b.Marketers want to increase the share they get of the customer’s purchasing intheir product categories.c.Marketers want to increase the profit margin with this target market.d.none of the above(b; Challenging)53._____ is one of the best ways to increase share of customer.a.Selling uping bait and switchc.Cross sellingd.Relationship selling(c; Easy)54.Karrie Romanov wants to capture the full essence of customer relationshipmanagement. Which of the following will Karrie take into consideration?a.own the customers for lifeb.capture their lifetime valuec.build overall customer equityd.all of the above(d; Moderate)55.Is the following statement true? Clearly, the more loyal the firm’s customers, thehigher the firm’s customer equity.a.nob.yesc.maybed.cannot tell accurately(b; Easy)56.Surveys show that in markets with few customers and high margins, sellers want tocreate _____ with key customers.a.basic relationshipsb.relationship marketingc.extreme partnershipsd.full partnerships(d. Moderate)57.Some firms find themselves in markets with many low-margin customers. AsAssistant Marketing Director, what type of relationship would you develop with these customers?a.full partnershipsb.basic relationshipsc.relationship marketingd.key customer marketing(b; Challenging)58.Many organizations today realize that in addition to providing financial benefits tocustomers, they must also add _____ benefits.a.socialb.emotionalc.rationald.psychographic(a; Easy)59.By supplying customers with special equipment or computer linkages that help themmanage their orders, payroll, or inventory, a business marketer would be building customer relationships by adding _____.a.greater customer serviceb.partnership marketingc.structural tiesd.none of the above(c; Moderate)60.You have just read a report in a leading business magazine. It states that the majormarketing developments as we enter the new millennium can be summed up in what single theme?a.relationship marketingb.connectingc.partneringworking(b; Challenging)61.You will learn that marketing ultimately involves attracting, keeping, and _____profitable customers.a.trackingb.placing in a databasec.growingd.none of the above(c; Moderate)62.We can say that the major force behind the new “connectedness” is explosiveadvances in information, transportation, and _____.puter telecommunicationsb.improved market researchc.better-trained marketing departmentsd.Web sites(a; Easy)63.A tremendous advantage of modern communication and advertising tools is thatmarketers can zero in on selected customers with carefully _____.a.selected customer profilesb.customized productsc.flexible pricing rangesd.selected targeted messages(d; Moderate)64.You have just been told by your supervisor at work that a New Economy hasemerged. What is the technology behind this new force?a.the Internetb.Web sitesc.voice maild.cell phones(a; Easy)65.Pete Santina has just realized something that he needs to tell his marketing manager atwork. Pete knows that today few firms still practice true _____.a.production orientationb.sales orientationc.mass marketingd.market segmenting(c; Moderate)66.Many marketers use a concept today to determine which customers can be servedprofitably and which ones cannot. They target the winning ones for pampering.What is this concept called?a.selective relationship managementb.target marketingc.market segmentingd.selective targeting(a; Challenging)67.There is a trend today to do away with unprofitable customers. This ends upimproving the _____ of the firm.a.databaseb.profitabilityc.imaged.customer relationships(b; Moderate)68.In addition to connecting more deeply with customers, many companies are alsoconnecting more _____.a.directlyb.frequentlyc.inexpensivelyd.none of the above(a; Easy)69.Suzie Chan strengthens her company’s connections with partners all along the supplychain. What type of management is she using?a.outside partneringb.supplier connectingc.channelingd.supply chain(d; Easy)70.Most companies realize that they need partners to go beyond supply chainmanagement. What do we call this association?a.strategic alliancesb.strategic planningc.partneringd.mutual reciprocity(a; Moderate)71.Today, in countries around the world, managers are going beyond a local view of thecompany’s industry and competitors. _____ opportunities are becoming morecommon.a.Globalb.Ethnicc.Subculturald.Internal(a; Easy)72.Your authors have expressed that in the next century winning companies may well bethose that have built the best _____.a.channels of distributionb.sales forcec.global networksernmental relations(c; Moderate)73.Many firms today are taking a proactive orientation by becoming more socially and_____ responsible.a.environmentallyb.financiallyc.ethicallyd.all of the above(a; Challenging)74.Today, which of the following types of organizations use various marketing strategiesin addition to larger corporations?a.small businessesb.minority owned businessesc.not-for-profit organizationsd.all of the above(d; Easy)ernmental agencies are becoming more involved in marketing as the years pass.When a local government advertises keeping the area’s streams and water supply cleaner, it is involved in _____.a.green marketingb.social marketing campaignsc.demarketingd.environmental marketing(b; Challenging)76.Is it true that every type of organization can connect through marketing?a.yesb.noc.maybed.cannot be determined(a; Easy)77.A more modern view of marketing is that it has evolved from customer acquisition tocustomer _____.a.involvementb.carec.exploitationd.service(b; Easy)78.The old marketing view emphasized trying to make a profit on each sale rather thantrying to profit by managing what value?a.customer lifetime valueb.customer satisfaction indexc.cognitive dissonanced.all of the above(a; Challenging)79.Which word is missing from the following statement? Marketers need to _____,create, communicate, and deliver real value to customers.a.findb.understandc.explored.seek(b; Easy)80.Modern companies are improving their customer knowledge and customer _____.a.appreciationb.awarenessc.connectionsd.none of the above(c; Easy)True – False81.It is safe to say that today’s most important marketing concept is customerrelationship management.(True; Easy)82.The best-known dot com business name in the world is Ebay.(False; Moderate) is an outstanding marketing company. The key to its future is itsrelationships with its customers.(True; Easy)’s unique blend of benefits includes huge selection, good value,convenience, and customer satisfaction.(False; Moderate)85.Internet-based companies tend to spend tremendous outlays on customer acquisition. (True; Moderate)86.Like , today’s successful companies at all levels have one thing incommon – they are strongly supplier focused and heavily committed to cost savings. (False; Challenging)87.The simplest definition of modern marketing is managing profitable customerrelationships.(True; Easy)88.A thorough definition of marketing tells us that it is a business and managerialprocess by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.(False; Moderate)89.The difference between human needs and wants is that needs are states of feltdeprivation.(True; Easy)90.Harry Porter is addressing customer needs by putting forth a set of benefits hepromises to consumers to satisfy them. Harry is concerned with valueproposition.(True; Moderate)91.Smart marketers look beyond the attributes of the products and services they sell.They create brand meaning and brand experiences for consumers.(True; Moderate)92.Customer value in relation to a purchase depends on how well the product’sperformance lives up to the customer’s expectations.(False; Moderate)93. Marketing management is interested in serving all customers in every way toremain competitive in today’s markets.(False; Moderate)94. At times it becomes necessary to reduce demand for some products and services.When the government tries to reduce smoking of tobacco products, it adds more tax to the products and is practicing demarketing.(True; Easy)95. Aminah’s law office has developed a new format and wording for wills. The staffbelieves they offer the most in quality, performance, and innovative features. Her law office is practicing the production concept.(False; Moderate)96. The selling concept holds that consumers will not buy enough of the firm’sproducts unless it undertakes a large-scale selling and promotion effort. (True; Easy)97. Your department holds that achieving organizational goals depends on knowingthe needs and wants of target markets and delivering the desired satisfaction better than competitors do. Your department is practicing the selling concept. (False; Moderate)98. We say that the selling concept is an inside-out perspective.(True; Challenging)99. The major difference between customer-driving marketing and customer-drivenmarketing is that the former considers existing and latent needs, now and in thefuture.(True; Easy)100. The societal marketing concept questions whether the pure marketing concept overlooks possible conflicts between consumer short-run and long-run welfare. (True; Moderate)101. One Asian company, Kao, Japan’s largest toiletries group ‘wants to make a larger contribution to society to make life easier for people’. This firm practices societal marketing.(True; Moderate)102. Your supervisor is concerned with the entire stream of purchases each customer makes over the lifetime of his or her patronage. We call this customer lifetimevalue.(True; Easy)103. Customers buy from businesses that offer the highest customer perceived value. (True; Easy)104. A smart company tries to delight customers by promising more than it can deliver and delivering more than it promises.(False; Moderate)105. Loyal customers must be more than satisfied, they must be highly satisfied. (True; Easy)106. To increase their “share of customer”, a firm concentrates on retaining as many customers as possible over their lifetimes.(False; Challenging)107. To practice customer equity, a company must be concerned with the total combined customer lifetime values of all major purchasers of its products. (False; Challenging)108. In order to develop full partnerships with key customers, firms should add financial and social benefits to customer purchases.(True; Moderate)109. The major marketing development of our day is summed up in a single theme called “connecting.”(True; Moderate)Essay110. Define marketing in more than one way.In its simplest definition it is managing profitable customer relationships. It alsomeans satisfying customer needs. Marketing is applied as a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.(Easy; pp. 4 and 5)111. How do marketers differentiate between needs, wants, and demands?Marketers realize that humans have needs when they are in a state of feltdeprivation. These needs take on the form of wants as they are shaped by culture and individual personality. When backed by buying power, wants becomedemands. Companies research demands and supply the needs that drive them. (Easy; p. 5)112. Explain marketing management in today’s terms.Marketing management is the art and science of choosing target markets andbuilding profitable relationships with them. This involves getting, keeping, andgrowing customers through creating, delivering, and communicating superiorcustomer value. Thus, marketing management involves managing demand, which in turn involves managing customer relationships.(Moderate; p 10)113. Distinguish between value proposition and marketing offer.Companies address needs by putting forth a value proposition, which means a set of benefits that they promise to consumers to satisfy their needs. It is fulfilledthrough a marketing offer which offers some combination of products, services,information, or experiences to satisfy needs and wants in the market. (Challenging; p. 6)114. Describe the five marketing management orientations.The production concept holds that consumers will favor products that areavailable and highly affordable. The product concept holds that consumers will favor products that offer the most in quality, performance, and innovativefeatures. Those who follow the selling concept hold that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling andpromotion effort. Using the marketing concept means that achievingorganizational goals depends on knowing the needs and wants of target marketsand delivering satisfactions better than competitors do. The societal marketingconcept holds that the firm should determine the needs, wants, and interests oftarget markets.(Challenging: pp. 10 - 12)115. Explain customer relationship management.Customer relationship is no longer defined as a customer database managementactivity. It is now the overall process of building and maintaining profitablecustomer relationships by delivering superior customer value and satisfaction.(Easy; p. 13)116. Discuss strategies for building lasting customer relationships.Determining the customers’ lifetime values is the place to start. Next, customerperceived value and satisfaction must be built and delivered. When a firm builds customer loyalty and retention, it grows its share of customers and its “share ofcustomer” through customer relationships and equity(Challenging; pp. 13 - 16)117. Analyze the major challenges facing marketers heading into the new “connected”millennium.Marketers must connect faster and better with customers. The latest technologies must be used to ensure delivery of time-based competition. Web sites and e-commerce must be fine-tuned to connect with more carefully selected customers.Many companies are connecting directly with customers to customize their mix of products and services. Partnership relationship and supply chain managementmust be built with strategic alliances to make those domestic and globalchallenges.(Challenging; pp. 17 - 22)118. Explain why is such a successful company. uses the latest in Web technology to build strong, one-to-onecustomer relationships based on creating genuine customer value. It turns a long-term profit as a result. This company has amassed 35 million customers by being relentlessly customer driven. A special experience is delivered to every customer to build customer loyalty.(Moderate; pp. 3 and 4)21。
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1、课程内容：
运动学 (kinematics)
动力学 (kinetics)
( ) 理论力学 Theoretical Mechanics
研究物体机械运动一般规律的科学
静力学 (Statics)
( ) 材料力学 Mechanics of Materials
研究物体变形及破坏一般规律的科学
2、课程性质和特点：
♠ 是工科专业重要的承前启后的技术基础课
♠ 可直接应用于道路、桥梁、建筑、航空航天以及工程
机械设计
♠ 在基础课与专业课之间起桥梁作用，为学习后续课
程（如：结构力学、弹性力学、混凝土/钢结构原理 等） 打下基础
♠ 本课程的研究方法对今后的学习工作有很大帮助
2、课程性质和特点：
♠内容的系统性强 ♠方法的科学性强 ♠理论联系实际的密切性强 ♠概念多、公式多、数字计算多
3） 教学安排：
• 理论课 1-17周，考试周考试 • 实验课(力学实验中心） • 期末考试+平时成绩（作业、期中考试、课堂讨论表现等） • 课外学时:课内学时 2:1 • 学习通：邀请码 （ ） • 公邮：engmech115@
绪论
1、课程内容 2、课程性质和特点 3、课程任务 4、变形固体的基本假定 5、构件的几何特征 6、内力、应力、变形、应变 7、杆件变形的基本形式
材料力学
1同济大学航力学院基础力学教学部)，同济大学出版社
• 材料/力学练习册 ( 同济大学航力学院基础力学教学部)，同济大学
出版社
• 材料力学教学实验（同济大学航力学院力学实验中心)，同济大学
出版社
2）参考书：
• 材料力学 （4th, 单辉祖），高等教育出版社
材料力学