chapter1 A 1-2
朗文1A Chapter 1-3测试卷
朗文1A Chapter 1-3测试卷Name：Class: Score: 一．Listen and circle。
(选择）( ）1。
A: I am fine , thank you . B：I am seven 。
( ）2. A: Good morning . B：Good afternoon .( )3。
A: My name is Peter . B：I am a girl .( ）4. A：P—E-T—E—R PETER B: C-A—T cat( )5 A: It is a book . B：I have a book .二、Fill in blanks.(填空题）20’am is are1.This ____ Cherry.2. She ____ my friend.3. Hello,I ____ Bob.4。
How ____ you，Amy?5. I ____ fine,thank you.6。
I ____ in Class 1B.7。
Bob,you ____ in Class 1A。
8。
Amy ____ in Class 1A too.9 . I ____ a ball and a teddy bear.10。
This ___ Peter。
He_____ my classmate.have has1. You have two dolls 。
I _____ one doll.2。
Sue _____ one car . She _____four buses .3。
I ____ four balls 。
Sam _____ six balls .4. Lily ___ five robots 。
Jack ___four cars and two buses .三、Correction。
(改错题）10’1. Tim has eight car.____________________________________________________ 2. I has a ball。
Chapter1PlantsAreLivingThings：1章植物是有生命的东西
CHAPTER 1 PLANTS ARE LIVING THINGSLesson 1 - Learning About Living ThingsRead a Photo: Living and Nonliving Thingscow, grass, tree (p. 3)Quick Check1. tree, dog (p. 3)2. desk, book (p. 3)3. water, food, air, or sunlight (p. 5)4. water, food, air, or sunlight (p. 5)Lesson 2 - Parts of PlantsRead a Diagram: Strawberry Plantroots (p. 6)Quick Check5. leaves, stems, or roots (p. 7)6. leaves, stems, or roots (p. 7)7. leaves, stems, or roots (p. 7)8. sunlight, air, water (p. 9)Lesson 3 Different PlantsRead a Photo: Tall Treesleaves, stems, or trunks (p. 11)Quick Check9. child drawing of two leaves that are different in size, shape, or color (p. 11)10. child drawing of a picture of any edible plant part (p. 13)Chapter 1 Vocabulary Review1. child drawing of a simple plant with the following parts labeled: leaves, roots, stem(p. 14)CHAPTER 2 PLANTS GROW AND CHANGELesson 1 Flowers, Fruits, and SeedsRead a Diagram: Look Inside a Seedthe outside (p. 18)Quick Check1. flower (p. 17)2. fruit (p. 17)3. water (p. 19)Lesson 2 How Plants Grow and ChangeRead a Diagram: Life Cycle of a Bean Planta seed (p. 21)Quick Check4. seed (p. 21)5. new plant (p. 21)6. child drawing of plant stem with roots in water (p. 23)Lesson 3 Plants Live in Many PlacesRead a Photo: Rain Forest Plantsbig, pointy (p. 25)Quick Check7. a dry place (p. 25)8. wet (p. 25)9. Child drawing of plants should be low to the ground and in groups. (p. 27)Chapter 2: Vocabulary Review1. draw line to photo 1, desert scene (p. 28)2. draw line to picture 3, rain forest scene (p. 28)3. draw line to picture 2, Arctic scene (p. 28)CHAPTER 3 ALL ABOUT ANIMALSLesson 1 All Kinds of AnimalsRead a Diagram: Parts of a Fishfins (p. 34)Quick Check1. mammal (p. 31)2. bird (p. 31)3. child drawing of a snake, a turtle, an alligator, or other reptile (p. 33)4. gills (p. 35)5. 6 legs (p. 35)Lesson 2 What Animals Need to LiveRead a Photo: Zebras’ Needsdrinking water (p. 36)Quick Check6. child drawing of an animal drinking water, eating, or in a shelter (p. 37)7. circle around legs, wings, fins (p. 39)Lesson 3 How Animals Eat FoodRead a Photo: Teethsharp teeth (p. 42)Quick Check8. rabbit, horse, cow, or other plant-eating animal (p. 41)9. meat or other animals (p. 43)Lesson 4 Animals Grow and ChangeRead a Diagram: Life Cycle of a Birdsize, feathers, color (p. 46)Quick Check10. mom, dad, parents (p. 45)11. mother, adult fox (p. 45)12. feathers (p. 47)13. change (p. 47)14. First: egg; Second: tadpole; Last: frog (p. 49)Chapter 3: Vocabulary Review1. bird (p. 50)2. mammal (p. 50)3. fish (p. 50)4. insect (p. 50)CHAPTER 4 PLACES TO LIVELesson 1 Land HabitatsRead a Photo: Woodpeckerfood; a home (p. 55)Quick Check1. child drawing of a lot of grass with giraffes, prairie dogs, lions, or other grassland animal (p. 53)2. deer, raccoon, woodpecker, or any other forest animal (p. 55)3. deer, raccoon, woodpecker, or any other forest animal (p. 55)Lesson 2 Water HabitatsRead a Photo: Lake Habitatplants, birds, fish (p. 56)Quick Check4. food, a home (p. 57)5. food, a home (p. 57)6. fish, mammal, whale, sea lion, seaweed (p. 59)Lesson 3 Plants and Animals Live TogetherRead a Diagram: Food Chainfrog (p. 63)Quick Check7. homes, food, hiding (p. 61)8. new plants, seeds (p. 61)9. the Sun (p. 63)10. child drawing of trees being cut down, or a fire (p. 65)Chapter 4: Vocabulary Review1. ocean (p. 66)2. grassland (p. 66)3. forest (p. 66)4. lake (p. 66)CHAPTER 5 LOOKING AT EARTHLesson 1 What Earth Looks LikeRead a Photo: Earthland (p. 68)Quick Check1. water (p. 69)2. lakes, rivers, oceans (p. 71)3. child drawing of two kinds of land: valley, mountain, or plain (p. 73) Lesson 2 Rocks and SoilRead a Photo: Rockscolor, shape, rough/smooth, size (p. 75)Quick Check4. basalt, chalk, or sandstone (p. 75)5. granite, pumice, limestone, marble, or obsidian (p. 75)6. small rocks, dead plants, dead animals, air, or water (p. 77)7. small rocks, dead plants, dead animals, air, or water (p. 77) Lesson 3 Changing the LandRead a Photo: Changing Rockice or water (p. 78)Quick Check8. water, ice, plants, or roots (p. 79)9. water, ice, plants, or roots (p. 79)10. Wind or water move the soil and rocks. (p. 81)Chapter 5: Vocabulary Review1. draw line to low land between mountains (p. 82)2. draw line to fresh water that flows into lakes and oceans (p. 82)3. draw line to very high land (p. 82)4. draw line to flat land that is very wide (p. 82)CHAPTER 6 CARING FOR EARTHLesson 1 Earth’s ResourcesRead a Photo: Earth’s Resourcescows, rocks, soil, grass, plants (p. 86)Quick Check1. plants, animals, rocks, soil, air, or water (p. 85)2. plants, animals, rocks, soil, air, or water (p. 85)3. resource (p. 87)4. soil (p. 87)Lesson 2 Using Earth’s ResourcesRead a Photo: Using Waterto wash, to cook, or to play (p. 89)Quick Check5. child drawing of swimming, drinking, bathing, cooking, boating, or washing (p. 89)6. air, land, water, plants, animals, or people (p. 91)7. air, land, water, plants, animals, or people (p. 91)Lesson 3 Saving Earth’s ResourcesRead a Photo: Reuse Ita box, egg cartoons, milk container, newspaper, bottle tops (p. 93)Quick Check8. Possible answer: To save natural resources. (p. 93)9. reduce (p. 95)10. recycle (p. 95)Chapter 6: Vocabulary Review1. reuse (p. 96)2. pollution (p. 96)3. natural resources (p. 96)CHAPTER 7 WEATHER AND SEASONSLesson 1 Weather All Around UsRead a Photo: Weather Toolsthermometer (p. 100)Quick Check1. rainy, sunny, cloudy, snowy (p. 99)2. wind vane (p. 101)3. rain gauge (p. 101)Lesson 2 The Water CycleRead a Diagram: The Water Cyclethe Sun (p. 102)Quick Check4. water, ice (p. 103)5. Child drawing should show storm, fluffy, or thin clouds (p. 105)Lesson 3 Spring and SummerRead a Chart: Sunlight in Spring6:21 P.M. (p. 106)Quick Check6. new plants grow; baby animals are born; it rains; sunlight warms things. (p. 107)7. spring (p. 109)8. warm and dry (p. 109)Lesson 4 Fall and WinterRead a Diagram: Seasonswinter (p. 112)Quick Check9. grow thick fur, move to warmer places, move south, or store food (p. 111)10. grow thick fur, move to warmer places, move south, or store food (p. 111)11. winter (p. 113)12. sleep (p. 113)Chapter 7: Vocabulary Review1. temperature (p. 114)2. winter (p. 114)3. fall (p. 114)4. season (p. 114)CHAPTER 8 THE SKYLesson 1 The Sky AboveRead a Photo: Sun’s Warmththe boy (p. 118)Quick Check1. They are very far away. (p. 117)2. heat, light (p. 119)Lesson 2 Earth MovesRead a Diagram: One Full Year the Sun (p. 122)Quick Check3. day and night (p. 121)4. one year (p. 123)Lesson 3 Earth’s NeighborsRead a Diagram: Moon Phases new moon (p. 125)Quick Check5. the Sun (p. 125)6. Mercury (p. 127)7. warmer (p. 127)Chapter 8: Vocabulary Review1. Moon (p. 128)2. planet (p. 128)3. stars (p. 128)4. Sun (p. 128)Lesson 1 Describing MatterRead a Photo: Comparing MassChildren’s guesses may vary. You can use a balance to measure mass. (p. 133) Quick Check1. green, red, blue, or yellow (p. 131)2. green, red, blue, or yellow (p. 131)3. more (p. 133)4. less (p. 133)Lesson 2 SolidsRead a Photo: Building BlocksPossible answers: blocks, boy, shelves, or shirt (p. 134)Quick Check5. blocks, puzzle, people, ball, or any other solid (p. 135)6. blocks, puzzle, people, ball, or any other solid (p. 135)7. child drawing of any solid (p. 137)8. Answers describe color, hardness, texture, shape, or size of solid. (p. 137) Lesson 3 Liquids and GasesRead a Diagram: Gas Changes Shapeno (p. 140)Quick Check9. Possible answers: takes up space, has mass, kind of matter (p. 139)10. does not (p. 141)11. will (p. 141)Chapter 9: Vocabulary Review1. matter (p. 142)2. mass (p. 142)3. solid (p. 142)4. gases (p. 142)5. liquids (p. 142)Lesson 1 Matter Can ChangeRead a Photo: Shaping Claya solid (p. 144)Quick Check1. cut, folded (p. 145)Lesson 2 Making MixturesRead a Photo: Sink and Floatfloat (p. 147)Quick Check2. Possible answers: salad, trail mix, cereal in milk, or other mixture of more than one food item (p. 147)3. dissolve (p. 149)4. oil (p. 149)Lesson 3 Heat Can Change MatterRead a Photo: Forms of Watera solid, ice (p. 151)Quick Check5. freezes (p. 151)6. melts (p. 151)7. gas (p. 153)8. a liquid, water drops (p. 153)Chapter 10: Vocabulary Reviewa m l o t s i md i s s o l v ee x t o c w h la t n q n sb tv u k w n p b of r e e z e c tz e g s u g j nmixture [2nd column from left, starting 1st letter at top]dissolve [2nd row from top, starting 1st letter at left]melt [7th column from left, starting 1st letter at top]freeze [6th row from top, starting 1st letter at left] (p. 154)CHAPTER 11 ON THE MOVELesson 1 Position and MotionRead a Photo: Find Things at a FairChildren’s answers will vary. (p. 157)Quick Check1. over, under, left, near (p. 157)2. motion (p. 159)3. fast (p. 159)Lesson 2 Pushes and PullsRead a Photo: Jumping Ropegravity (p. 161)Quick Check4. away from you (p. 161)5. toward you (p. 161)6. big (p. 163)7. small (p. 163)Lesson 3 Simple MachinesRead a Photo: Using Simple Machinesrakes (p. 164)Quick Check8. move things, do work, lift things (p. 165)9. move things, do work, lift things (p. 165)10. child drawing of a simple machine in use (p. 167)Lesson 4 MagnetsRead a Chart: Magnet Chartpaper clip, washer, or twist tie (p. 168)Quick Check11. iron (p. 169)12. Possible answers: google eyes, rubber bands, pom-poms, marbles, erasers, crayons, pennies (p. 169)13. N and S (p. 171)14. N and N, S and S (p. 171)Chapter 11: Vocabulary Review1. pull (p. 172)2. magnet (p. 172)3. force (p. 172)CHAPTER 12 ENERGY EVERYWHERELesson 1 Energy and HeatRead a Photo: Heat Energythe fire (p. 176)Quick Check1. heat, light, sound, or electricity (p. 175)2. heat, light, sound, or electricity (p. 175)3. warms (p. 177)4. a fire, the Sun (p. 177)Lesson 2 SoundRead a Photo: City SoundsPossible answers: police whistle, car horn, sirens (p. 179)Quick Check5. child drawing showing home, school, or community scene with various sounds labeled (p. 179)6. Possible answers: motorcycle, fire engine, whistle, or other loud sounds (p. 181)Lesson 3 LightRead a Diagram: Light and Sightlight ( p. 182)Quick Check7. body, mask, or other appropriate object (p. 183)8. body, mask, or other appropriate object (p. 183)9. the Sun (p. 185)10. Possible answers: stars, lamps, flashlights (p. 185)Lesson 4 ElectricityRead a Diagram: Plugged Incomputer, tv, fan, radio, or other object that needs electricity (p. 187) Quick Check11. Electricity from Wires: lamp, computer, radio, TV, fan, v acuum, fish tank, nightlight, alarm clock; Electricity from Batteries: watch, calculator, TV remote, toy car, joystick, cell phone (p. 187)Chapter 12: Vocabulary Review1. light (p. 188)2. heat (p. 188)3. vibrate (p. 188)。
美国文学简史常耀信版Chapter_1and_2
两次世界大战之间
现实主义文学的发展
小说（德莱塞 ；辛· 刘易斯 ；薇拉· 凯瑟 ） “哈莱姆文艺复兴” （休斯；卡伦；理查德· 赖特 ） 左翼文学与反法西斯文学 （约翰· 里德 ；多斯· 帕索
斯 ；斯坦贝克 ；海明威；海尔曼 ） “南方文艺复兴” （威廉· 福克纳 ） 戏剧的“黄金时代” （奥尼尔 ） “新批评” （注重对文学作品本身进行精密分析， 在现代诗歌的分析上有其独到之处，他们摆脱了过 去仅仅介绍背景知识与发挥个人印象的批评方式。 但这一流派总的倾向是忽视文学作品的社会意义， 割断作品与历史、社会背景的关系）
American Puritanism
Puritanism
was a religious reform movement that arose within the Church of England in the late 16th century. Under siege from church and crown, it sent an offshoot in the third and fourth decades of the seventeenth century to the northern English colonies in the New World– a migration that laid the foundation for the religious, intellectual and social order of New England.
Puritanism
Puritanism
is a highly strict religious doctrine. The Puritans were determined to find a place on the new continent where they could worship God in the way they thought true Christians should. also has its practical aspect. The Puritans had to work hard in order to make a living and be ready for any misfortunes and tragic failures that might lie in wait for them.
二语习得引论-读书笔记-chapter-1-2
一．概论Chapter 1. Introducing SLA1.Second language acquisition (SLA)2.Second language (L2)（也可能是第三四五外语） also commonly called a target language (TL)3.Basic questions:1). What exactly does the L2 learner come to know?2). How does the learner acquire this knowledge?3). Why are some learners more successful than others?4.linguistic; psychological; social.Only one (x) Combine (√)Chapter 2. Foundations of SLAⅠ. The world of second languages1.Multi-; bi-; mono- lingualism1)Multilingualism: the ability to use 2 or more languages.(bilingualism: 2 languages; multilingualism: >2)2)Monolingualism: the ability to use only one language.3)Multilingual competence (Vivian Cook, Multicompetence)Refers to: the compound state of a mind with 2 or more grammars.4)Monolingual competence (Vivian Cook, Monocompetence)Refers to: knowledge of only one language.2.People with multicompetence (a unique combination) ≠ 2 monolingualsWorld demographic shows:3.Acquisition4.The number of L1 and L2 speakers of different languages can only beestimated.1)Linguistic information is often not officially collected.2)Answers to questions seeking linguistic information may not bereliable.3) A lack of agreement on definition of terms and on criteria foridentification.Ⅱ. The nature of language learning1.L1 acquisition1). L1 acquisition was completed before you came to school and thedevelopment normally takes place without any conscious effort.2). Complex grammatical patterns continue to develop through the1) Refers to: Humans are born with an innate capacity to learnlanguage.2) Reasons:♦Children began to learn L1 at the same age and in much the same way.♦…master the basic phonological and grammatical operations in L1 at 5/ 6.♦…can understand and create novel utterances; and are not limited to repeating what they have heard; the utterances they produce are often systematically different from those of the adults around them.♦There is a cut-off age for L1 acquisition.♦L1 acquisition is not simply a facet of general intelligence.3)The natural ability, in terms of innate capacity, is that part oflanguage structure is genetically “given” to every human child.3. The role of social experience1) A necessary condition for acquisition: appropriate socialexperience (including L1 input and interaction) is2) Intentional L1 teaching to children is not necessary and may havelittle effect.3) Sources of L1 input and interaction vary for cultural and socialfactors.4) Children get adequate L1 input and interaction→sources has littleeffect on the rate and sequence of phonological and grammatical development.The regional and social varieties (sources) of the input→pronunciationⅢ. L1 vs. L2 learningⅣ. The logical problem of language learning1.Noam Chomsky:1)innate linguistic knowledge must underlie language acquisition2)Universal Grammar2.The theory of Universal Grammar:Reasons:1)Children’s knowledge of language > what could be learned from theinput.2)Constraints and principles cannot be learned.3)Universal patterns of development cannot be explained bylanguage-specific input.Children often say things that adults do not.♦Children use language in accordance with general universal rules of language though they have not developed the cognitive ability to understand these rules. Not learned from deduction or imitation.♦Patterns of children’s language development are not directly determined by the input they receive.。
The-art-of-public-speaking-chapter-1-.2-.3PPT幻灯片课件
McGraw-Hill
© 2007 Stephen E. Lucas. All rights reserved.
Slide 3
Requirements of the course
• Lecture Attendance
McGraw-Hill
© 2007 Stephen E. Lucas. All rights reserved.
Slide 22
Feedback
The messages, usually nonverbal, sent from a listener to a speaker.
•Even meanings attached to gestures for such basic messages as “yes” and “no” are culturally based.
McGraw-Hill
© 2007 Stephen E. Lucas. All rights reserved.
所有资料来源于网络仅供大家参考学习版权归原作者
One C H A P T E R
Art of Public Speaking
McGraw-Hill
Stephen E. Lucas
© 2007 Stephen E. Lucas. All rights reserved.
Slide 2
Learning objectives of the course
McGraw-Hill
© 2007 Stephen E. Lucas. All rights reserved.
Slide 11
研究生英语多维教程第一册听力原文Chapter 1-2
研究生英语——多维教程——熟谙第一册原文TypescriptChapter 1 Learning to Listen1. Using What You Already KnowExercise 1Student: Excuse me.Counselor: Yes?Student: Do I need to make an appointment to register for an ESL class?Counselor: No, but you first have to take a placement test.Student: A test?Counselor: We need to find out what your ESL level is.Student: Oh, Okay. Where do I go to take the test?Counselor: We will be giving the test tomorrow at 3 o’clock in room 303. Can you come then? Student: Yes.Counselor: Good. Now, let me give you some forms to fill out so we can begin the registration process. Please write your name and address here, and your ID number here.Student: Okay. What do I write under teacher and section?Counselor: You can leave those blan k. We’ll fill it in tomorrow.Exercise 2Student A: I didn’t really understand what Ms. Smith was saying about the id, the superego and the ego.Student B: Oh, that’s easy. Look here on page 53. The id is the part of our personality that wants instant gratification. The ego tries to help the id get what it wants, but in a logical and practical way. The superego is like the personality’s police force. It monitors the id and the ego.Student A: Oh, I think I’m getting it. You mean the id, ego and superego are all part of our personality?Student B: Right. They are all interacting.Student A: Do you think we’ll need to give definitions?Student B: I don’t know. We may just have to match the names with the definitions. But we’d better study this some more just to be safe.2. Scanning for the Main IdeaExercise：A: I can’t believe it’s closed. I’ve got a class from 7 o’clock to 10 o’clock. What am I going to do? B: Well, there are some food machines in the Student Union. You could always go there.A: No way! I tried that once last semester and I got as s ick as a dog. There’s got to be something better.B: Well, we can go down to Main Street. There are a couple of places that I’m sure are open.A: We’d never make it back in time. It’s already 6:40. I think I’ll pass out if I don’t get something.I came her e right from work. I didn’t have time to stop by my apartment.B: I think there’s a stand in front of Smith Hall. You can at least get something warm there.A: Well, I guess we don’t have any other choice.B: Yeah, it’s either the canteen or three hours of listening to your stomach growl.3. Scanning for the Important PointsExercise：●Teacher: Good evening class. Before we begin tonight’s lesson. I want to remind you aboutnext Thursday’s midterm. Remember to review chapters one through eight in the book. You will be responsible for knowing all of the information in the chapters plus all of the other topics we have discussed in class. This test will include multiple choice, True/False, and essay questions. You will not be able to use any books, notes or dictionaries.●Now, last week, I spoke about the importance of using note cards and visual aids to prepareyour speeches. Tonight I’m going to talk about specific things that will help you with your speech delivery. Please take careful notes so you can use those techniques to improve your speech delivery.The first and perhaps the most important element of good speech delivery is eye contact. It is extremely important, especially in the English-speaking world, to make eye contact with your entire audience. This may be very difficult for you if you come from a culture where making direct eye contact is a sign of disrespect. But, you really need to practice this skill until you are comfortable looking directly at all of your audience members when you are speaking to them. Please note that you need to look at the entire audience. Please don’t direct your attention to just one person or one side of the room, and really be sure not to stare into the eyes of anyone for too long of a period.●Next, you need to make sure that when you talk to your audience, you are enthusiastic aboutyour topic and excited to share it with your audience. Vitality is a way of maintaining the audience’s attention and indicating to them that you firmly believe in what you are saying.V olume, intonation, facial expressions, and gestures all add to the vitality of your speech.Think abut a speaker you really liked. Did he or she just stand there and read words from a piece of paper? No, of course not. Probably the speaker was full of life and his or her energy forced you into becoming involved in caring about the topic of the speech.4. Inferencing (Making Intelligent Guesses)Exercise:Dr. Stevens: Ted, can I speak to you a minute?Ted: Yes, Doctor Stevens?Dr. Stevens: I finished reading your essay and before I return it to you, I was hoping you might be able to come in and speak with me about it.Ted: Oh, uh, okay, sure.Dr. Stevens: Can you come during my office hours?Ted: I think so. When are they again?Dr. Stevens: Tuesdays and Thursdays from 3 o’clock until 4:30.Ted: That’s no problem. Oh, wait a minute, I have football practice every day from 2 o’clock until 5 o’clock.Dr. Stevens: Hmm. Well, how about if we get together tomorrow right before class?Ted: Sure.5. Scanning for Specific Pieces of InformationExercise:You have reached the Student Union Activity Hotline. The following is a list of information and events for Thursday, September 18.The Student Union is open from 7:00 a.m. until 11:30 p.m. The cafeteria will be serving breakfast from 7 o’clock until 8:30, lunch from 11 o’clock until 1 o’clock, and dinner from 5 o’clock until 7 o’clock, The snack bar will be open from 9:00 a.m.—8:00 p.m.Assembly member Carole Berg will be speaking on the topic: “Parity pay for Women: It’s St ill Not Here.” Assembly woman Berg will speak in the Oak Room from 9 o’clock. Admission is free, and a question/answer period will follow.The Student Council will meet in room 27 from noon until 1:30. Elections will be held for all major offices. All students are welcome.The campus folk dance club meets in the Green Room from 2 o’clock until 5 o’clock today. All are welcome to attend; dance experience is not necessary.Bette Milder will be performing live in the Campus Corner Cabaret. The show begins at 8 o’clock. Tickets are available at the Ticket Office. All seats are $7.00.Tonight’s movie, the experimental “Dial Tones,” will be shown in the Union theater at 7:00 and 9:00 p.m. Tickets for both shows are $5.00 and are available at the ticket office.If you have missed anything on this recording, please press the pound key for the message to repeat. Thank you for calling the Student Union.6. Using Context CluesExercise 1A: Let’s exchange phone numbers. That way, if one of us is absent, we can call eac h other for the homework assignments.B: That’s a great idea. My number is 555---A: Wait a second, this pen just died. Let me get another one.B: Here, take my pencilA: Thanks. Okay, what was it?Exercise 21. Sentence: H e’s a real stickler.A: Who’s you r history professor?B: I’m in Dr. Leydorf’s class.A: Oh, How is he?B: The class is interesting and I really like him, but he’s a real stickler. If you’re more than fifteen minutes late, he marks you absent, and you have to hand in every assignment on time or he lowers your grade.A: Ooh! He sounds really tough.2. Sentence: you could have knocked me over with a feather!A: How did you do on your composition?B: Oh, you won’t believe it. I hadn’t worked on it very long and I didn’t have time to check it o ver. When the teacher returned it to me with an “A” on it, you could have knocked me over with a feather!A: Wow. That’s great. You must be really smart.B: Or else just lucky.3. Sentence: I’ve got to cram for a test.A: Let’s go to a movie tonight.B: So rry, I’ve got to cram for a test tonight. I haven’t had a chance to study before now.A: Well, how about going to the late show?B: No, I’m going to need a good night’s sleep. I want to make sure that I’m ready for the test.4. Sentence: Let’s get cracking.A: All right. We promised each other we’d get this report done today. Let’s get cracking.B: Aw, it’s such a beautiful day. Can’t we go for a walk and do this later?A: No, we’ll need to return these books to the library by five o’clock. We really have t o do this now.5. Sentence: Fat chance.A: Gee. It’s already a quarter after ten. Maybe Ms. Hughes is absent today.B: Fat chance. She’s never been absent a day in her life. I was in her class last year and she even came in when she had the flu.A: Well I guess she really loves teaching. Oh, here she comes now.7. Using Structure and Intonation CluesUsing StructureExercise 11. I’m taking Biology 101 this semester.2. I’m going to the Student Union at 7:00.3. We’re discussing parapsychological phenomena.4. When are you returning to the computer lab?5. We’re meeting with Dr. Stevens at the end of the lesson.Exercise 21.I am transcribing my sociology notes.2.John is defending his dissertation on Tuesday.3.We are forming a study group on the first day of class.4.I’m applying for financial aid to help pay my tuition and expenses.5.Ms. Wilson is correcting our essays over the weekend.Exercise 31.The professor is coming.2.The professor is coming in a little while.3.The Shakespeare Theater Group is performing Romeo and Juliet on the 17th.4.The Shakespeare Theater Group is performing Romeo and Juliet.5.The campus bookstore is having a big sale on all college sweatshirts.6.The campus bookstore is having a big sale on all college sweatshirts during Spring Break.Using Intonation CluesExercise1.I really wanted the new David Sedaris book. The professor in my contemporary lit classpraised it all last semester. The bookstore hasn’t been able to get a single copy for the last month. Oh, well. Maybe I can find a copy on .2.I used the new computer registration system to charge my tuition on my credit card, and theytotally messed it up. They were supposed to charge me $500 for the two art classes, and instead, it says that I’m enrolled in three history classes to the tun e of $900. This is ridiculous!3.Today is my graduation day. I am done! Now, I can finally spend my weekends doingsomething other than cramming for exams and writing term papers. Yippee!4.This schedule is baffling. It says that English 90 is offered at both the midtown and downtowncampuses, but the times are vague. Look here; does this nine mean AM or PM? Hmm, I’m stumped.5.Oh yeah. I absolutely recommend professor Ponz. She’s a real dilly, let me tell you. If youenjoy writing endless term papers on meaningless subjects, participating in class activities that have zero relevance to the topic of the course, she’s the teacher for you!Chapter TwoPart Two Main DialogueDenise: Excuse me, miss, how much does it cost to ride BART?Stranger: Well, that depends on your destination. From here to Glen Park it’s only a dollar ten, but if you go as far as Fremont, it costs a lot more.Tom: We’re going to Berkeley. Do you know what the fare is?Stranger: There are two stations in Berkeley. Which one are you interested in?Denise: Oh, gee, I’m not sure. We’re from out of town. We’re visiting my sister. She told me her house is just a stone’s throw from the UC Berkeley campus. Which station is that?Stranger: The downtown Berkeley station is really close to the university. I’m sure that’s the one you want.Denise: Tom, are you going to remember this, or should I be jotting this down?Tom: What is there to write down, Denise? The woman is giving us very simple directions. So, how much is the fare to downtown Berkeley?Strang er: Let’s go take a look at the map over there. You see, the map shows you how much it costs to go from one station to another. Ah, there it is: two dollars and sixty-five cents.Tom: Two sixty-five? That’s highway robbery for such a short distance!Denise: You think that’s expensive? Tom from our house to Amherst it costs twice as much as that. Tom: Yeah, but that’s an hour ride. You really get your money’s worth.Stranger: Yeah…Uh…Well, did your sister explain which train to take?Tom: Berkeley. We take the Berkeley train to Berkeley, right?Stranger: Well, no actually. That’s just one stop on the Richmond line. Here, let me show you on this map. Here we are a t Powell Street in San Francisco, and it’s basically a straight shot on the Richnond line to the downtown Berkeley station.Denise: Yes, my sister said we wouldn’t have to change trains.Stranger: Uh-oh, what time is it?Denise: It’s 8:15.Stranger: You can’t go directly to Berkeley from San Francisco after 8:04.Tom: Uh-oh. Is there another train we can catch?Stranger: Don’t worry. You can take the Pittsburg line. Look here, take the Pittsburg line to the 12th Street Station in Oakland, and then transfer to the Richmond train. The Richmond train willstop in Berkeley. Get off at the downtown station. From there you can walk to your sister’s house. Denise: We want to be there by 9 o’clock. If we have to transfer, we might be late. Do you think we’ll make it in time?Stranger: It doesn’t take that long. Let’s see; there’s a train from here at 8:18. It arrives at the 12th Street Oakland station at 8:34. You can get a Richmond train right away at 8:34, and you’ll arrive in Berkeley at 8:46.Tom: Let’s see if I’ve go t this right: We take the 8:18 Pittsburg train and arrive in Oakland at 8:34. Then we take the 8:34 Richmond train to Berkeley. That should be a snap.Stranger: Yeah, you’ll have no trouble.Tom: Thank you very much for your help, Miss. You’re a very kind young lady.Denise: And so pretty and smart, too! Tell me dear, I notice you’re not wearin g a ring. Stranger: Well, no, uh…Denise; You know, my sister’s son is very handsome. I think you two would like each other…Stranger: Uh, well; oh! I think I hear your train coming! You’d better hurry so you don’t miss it!Part ThreeExercise 3AThe BART system is a modern metro that links thirty-nine stations throughout Northern California’s San Francisco Bay Area. The trains are operated by computers and the BART station platforms have electronic signs that light up with information about trains that will be arriving.Exercise 3C1.How long does it take to get from JFK Boulevard to Town Plaza? That’s JFK Boulevard toTown Plaza.2.What is the fare from Oxford Avenue to College Avenue? That’s Oxford Avenue to CollegeAvenue.3.How much does it cost an dhow long does it take to go from Fifth Street/Florida to GroveStreet? Again, that’s both the fare and time from Fifth Street/Florida to Grove Street.4.How much is a round-trip ticket from 75th Street to Kentucky Street? That’s a round-tripticket from 75th Street to Kentucky.5.How much time does it take to travel from Kansas Street to 20th Street? Again, how muchtime does it take to travel from Kansas Street to 20th Street?6.You are at the Alabama Street station. It’s twelve noon and you just got on the train. Wha ttime will you arrive at the Madrid Avenue station? Again, it’s twelve noon and you’re going from Alabama Street to Madrid Avenue. What time will you arrive at the Madrid Avenue station?7.What time does the 4:07 PM train from Yonkers arrive at Grand Central Terminal? Again,what time does the 4:07 PM train from Yonkers arrive at Grand Central Terminal?8.What time does the 6:20 AM train from Grand Central Terminal arrive in Yonkers? That’sthe 6:20 AM train from Grand Central Terminal arrive in Yonkers.9.9. How many trains are there from Grand Central Terminal to Yonkers from 4:20PM until7:53 Pm? Again, how many trains are there from Grand Central Terminal to Yonkers from 4:20PM until 7:53 PM?10.How long is the trip from Yonkers to Grand Central Terminal? Again, that’s the time fromYonkers to Grand Central Terminal.11.Which trains from Yonkers to Grand Central Terminal do not stop at 125th Street? Again,which trains do no stop at 125th Street going from Yonkers to Grand Central Terminal? 12.Look at your watch. What time is it right now? What time will the next train from GrandCentral Terminal arrive at 125th Street? Again, using the time now, when will the next train from Grand Central Terminal arrive at 125th Street?Part FourExercise 11.Was her flight from New York on time?2.Did you get the rental car information?3.Which bus do I take to go downtown?4.Is Alice meeting us at the train station?5.Why was the man yelling at the stranger?6.Are you going to call the travel agent today?7.How long do we have to wait for the next bus?8.Where are you going after the meeting?9.What did you do with your extra ticket?10.Were you going to go to the airport alone?Exercise 21.What time did the plane arrive?2.How often do you take the bus?3.Did someone meet them at the airport?4.Why didn’t she tell us she would be late?5.Who will pay for the extra ticket?6.Were you at the bus station yesterday?7.How far is it from here to New Jersey?8.Which bus do you think we should take?9.Whose purse was left on the bus?10.Are you meeting your brother at the bus station?Part FiveExercise 11.How much is the fare to Kansas ST.?2.When is the next Yonkers train?3.Does this bus go to City Hall?4.How long does it take to get to Park Lane?5.Which line do I need to take to get to the Macarthur Station?6.Can you tell me how far the trip from Boston to San Diego is?7.What’s the fastest way to get to Grand Central Terminal from here?8.Do you know where the train for Atlanta stops?9.Exercise 21.The 12:20 train to Seattle will leave in two minutes.2.The next train to Yonkers will leave from Grand Central Terminal in ten minutes.3. A round-trip ticket from JFK Boulevard to Kansas St. is $2.90.4.We’re sorry, but the 12:10 train Riverdale will be six minutes late.5.The bus from Los Angles to Burbank leaves every fifteen minutes at that time of the day.6.The next Fremont train will leave from platform number 4 in half an hour.Exercise 31.Question: Where does this person want to go?A: Pardon me, how much does it cost to go to the Jefferson Auditorium?B: That’s $1.80 one way, but you can’t go directly there after 6:00 PM. You’ll have to take a Lenox train at that hour and then transfer to a Hastings train at the Portsmouth station. 2．Question: What time will the next bus for Chicago leave?A: Excuse me, when does the next bus to downtown Chicago leave?B: Let’s see. One just left at 8:00. The schedule says that that bus leaves every fifteen minutes, so…A: Uh-oh;it’s already 8:10. I’d better hurry.B: Ooh, I hope you make it.2.Question: What is the total round-trip fare for the children?A: May I help you?B: Yeah, we’d like to get tickets from Portland to Long beach.A: When are you planning on going?B: We were thinking of going the week of June 15th.A: Gook. That’s far enough in advance to take advantage of our supersaver fares. If you purchase your tickets thirty days in advance, it will only cost $240 round trip.B: $240. That sounds good.A: How many people are in your party?B: There’s my wife and me, plus our two kids.A: Ooh, we have a special discount available for our young travelers. Let’s see, kids under twelve fly for half price and those under three can go for free.B: Well, Evelynne is six and Renee is two.A: Very good. Let me check the computer to see which flights are open the week of the 15th. Exercise 41.It’s really easy to get to school from my house by bus.2.Greenwich is very close to London.3.I take a 20-minute bus ride from home to work every day.4.I leave my house each day at 8 am.5.We’re going to Hawaii for our next vacation.6.According to this, the train to Vancouver will arrive in ten minutes.7.Do I need a Bakerloo or a Victoria train to get to Picadilly Circus?8.How much is a ticket to Baltimore and then back again?9.You need to take a #5 bus to the Berman Station. Then, catch a #12.10.This bus is too crowded between 7am and 9am.。
实用英汉翻译技巧与实践(Chapter 1&2)
An Applied Course in English-Chinese Translation Skills and Practice实用英汉翻译技巧与实践(Definition of Translation)1.2 翻译的原则(Principles of Translation)忠实(Faithfulness)通顺(Smoothness)1.3 翻译的基本步骤(Basic Steps in Translation)a. 原文理解（Comprehension of Source Texts)•词义确定（Determination of Word Meaning)It is quite another story now.The officials concerned refused to confirm the story in the Post.The white-haired girl's story is one of the saddest.A young man came to police station with a story.•语法分析（Grammatical Analysis)W hile I was waiting to enter university, I saw advertised in a local newspaper a teaching post at a school in a suburb of London about ten miles from where I lived.•逻辑判断（Logical Judgement)H e bought a picture of the house which many people thought to be replica.•文体把握（Understanding of Style)旅游景点警示语：路滑, 小心跌倒！译1：The road is slippery, fall down carefully！译2：The path is so slippery that you should be careful not to fall down.译3：Slippery // Wet path！b.译文表达（Expression of Target Texts)c. 译文校核(Proofreading of Target Texts)1.4 翻译的主要方法（Major Translation Approaches)a. 直译法（Literal Translation）p aper tigerl ose facer unning dogG ood to begin well, better to end well.b. 意译法（Free Translation）Q ueen’s Englishs mall talkr eceive glove moneyE very life has its roses and thorns．c. 归化法（Domestication）b lack sheepa s timid as a hared.异化法（Foreignization）1.5 翻译的常用技巧（Practical Translation Skills)异&选择（Choice of Word Meaning)一词多义（Polysemous Words）•New homes are for sale.•I’ll see her home tonight.•He’s at home with classics.•Maternity home costs in America have gone up sharply.a. 语境与词义（Context and Word Meaning）A caller to the broadcasting station claimed responsibility for the bombing.T hroughout centuries London has claimed to be the foremost city of the world.b.词性与词义（Word Class and Word Meaning）M y room was big, light and looked out on the East lake.H e lighted his cigarette, said good night, and went on.c.文体与词义（Style and Word Meaning）•United States Declaration of Independence：He has affected to render the military independent of and superior to the civil power.•The third power of 2 is 8.2.2 引申翻译a. 具体化引申翻译（Extension from the Abstract or General Words to the Concrete Words)•抽象名词的具体化（Concreteness fromAbstract Nouns)T he car in front of me stalled and I missed the green.T he administration was free from corruption.•概括词语的具体化（Concreteness from General Words）A nimal waste is the best food for the soil.T he weather has a great effect on the farmer¡¯s work and the products of his work.b. 概括化引申翻译（Extension from the Concrete or Special Words to the General Words)H e was born with a silver spoon in his mouth.M y father is the bread earner.2.3 增补翻译(Addition)a. 语法增补（Grammatical Addition)•动词的增补（Addition of Verbs)I fell madly in love with her, and she with me.A fter the banquets, the concerts and the table tennis exhibition, he went home tiredly.•量词的增补（Addition of Measure Words)A red sun rose slowly from the calm sea.T he carefully planned party turned out to be a bad dream.•时态词的增补（Addition of Words Denoting Tenses)T he tutor had taught the girl to play the piano.T he old man said, “They say his father was ¡°a fisherman. Maybe he was as poor as we are.”译文：老头儿说: “听人说，从前他爸爸是个打鱼的。
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。
Chapter 1-2剖析
10
#
(i) Arbitrariness (Saussure)
B. However arbitrariness of language is not absolute and there seems to be different levels of arbitrariness.
• Book •书 • ほん
5
#
• ③vocal: the primary medium is sound for all
languages, no matter how well developed are
their writing systems. All evidence shows that
• The features that define our human languages can be called design features.
9
#
(i) Arbitrariness (Saussure)
A. definition • It refers to the fact that the forms of
13
#
C. Significance of arbitrariness
• Arbitrariness of language makes it potentially creative, makes it possible to have unlimited sources of expressions. We can use new sets of sounds or coin new words to represent newly invented things or new ideas.
chapter1-digitalconcepts
Question How can an analog music be stored on the CD in digital form? What kind of device should be used?
When the music was originally recorded, a reverse process need ADC
• Born to working class parents • Taught himself mathematics and joined the faculty of Queen’s College in Ireland. • Wrote An Investigation of the Laws of Thought (1854) • Introduced binary variables • Introduced the three fundamental logic operations: AND, OR, and NOT.
Major parts of a digital pulse Base line（基线） Amplitude（幅值） Rise time（上升时间） Pulse width（脉冲宽度）
Fall time（下降时间）
Because the rising and falling time are quite short, so in most digital work we assume the pulse the ideal puls
波形的变化是在时钟的上升沿
Thomas L. Floyd
Digital Fundamentals, 9e
3 waveforms are HIGH only during bit time 7 and then they all change back LOW at the end of bit time 7.
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Present perfect tense
Irregular verbs
Present sweep make get Past swept made got Present perfect have / has swept have / has made have / has got
Present perfect tense
has
eaten
an apple.
Present perfect tense
Irregular verbs
Present do be write eat draw break speak Past Present perfect have / has done have / has been
did was/were
THE END
drew
took painted wrote
5 take
6 paint 7 write
have / has taken
have / has painted have / has written
Practice
Present 8 ride 9 swim 10 sweep Past rode swam swept moved saw spoke cooked Present perfect have / has ridden have / has swum have / has swept have / has moved have / has seen have / has spoken have / has cooked have / has broken
Have you eaten the apples yet? (question) Yes, I’ve already eaten the apples. (positive)
‘Already’ goes in the MIDDLE or at the END of the sentence.
or Yes, I’ve eaten the apples already. (positive)
Practice
1 (do)
Has done the washing ________ Mum ________ yet _______ ?
has already done the washing. Yes, she _______________ 2 (sweep) swept the Have ________ Sally and Joe ________ floor _______ ? yet
Already / yet
e.g.
do
Has done yet ______ Mary _______ her homework _____?
already . has done Yes, she __________her homework _______
or has already done Yes, she _________________her homework.
lovely , new
Present perfect tense
We form the present perfect tense with have / has + past participle.
I You We They He She It John have eaten an apple.
Practice
Present
e.g. make
1 do 2 tidy
Past made did
Hale Waihona Puke Present perfect
have / has made
have / has done have / has tidied
tidied
ate
3 eat
4 draw
have / has eaten
have / has drawn
We use the Present Perfect tense to show the result of an action.
e.g. (a) Ben is eating a chicken leg.
(b) Ben has eaten a chicken leg.
Present perfect tense
wrote ate drew broke spoke
have / has written have / has eaten have / has drawn have / has broken have / has spoken
Present perfect tense
Irregular verbs
Teamwork
Chapter 1, Book 5B Longman Welcome to English
Teamwork
The Brownies
The Cubs
uniforms hats
flags
badges
Badges are very important. When kids do good ,they can get a badge on the uniform.
haven’t swept the floor No, they____________ yet . _____
Practice
3 (throw) Have thrown away the rubbish ________ you ________ _______ yet ? Yes, I ______________ ’ ve / have thrown away the rubbish _______ already . 4 (write) Has written the letter ________ Mark ________ yet _______ ? hasn’t written the letter _____ yet . No, he ____________
In order to （为了）get more badges, kids do many voluntary work.
They help people
work list
• a. draw a head. • b. draw the nose. • c. paint the nose. • d. write a name on the head.
11 move
12 see
13 speak
14 cook 15 break
broke
Already / yet
In the Present Perfect tense, we use yet with questions or negative (no) sentences.
Have you eaten the apples yet? (question)
Regular verbs
Present paint move tidy Past painted moved tidied Present perfect have / has painted have / has moved have / has tidied
Present perfect tense
‘Yet’ goes at the END of the sentence or question.
No, I haven’t eaten the apples yet. (negative)
Already / yet
In the Present Perfect tense, we use already with positive (yes) sentences.
11:00am
12:30am
We have painted the fence. But I have broken a flower pot
I have drawn the signs
I have written the notices.
very nice
beautiful
We cannot use the Present Perfect tense with adverbs of time, e.g. yesterday, two weeks ago.
I have done my homework yesterday.
I did my homework yesterday.
Present take ride drink swim throw see go Past took rode drank swam threw saw went Present perfect have / has taken have / has ridden have / has drunk have / has swum have / has thrown have / has seen have / has gone
Already / yet
e.g.
eat
Has Ben _______ yet ? eaten his hamburger_____ ______ hasn’t / has not eaten his hamburger No, he ___________________
yet _______ .