中央电大2016年01月《1360高级商务英语阅读》开放本科期末考试真题及编程频道|福州电脑网

2024年4月29日发(作者：)

试卷代号:1360

国家开放大学(中央广播电视大学)2015年秋季学期"开放本科"期末考试

高级商务英语阅读试题

2016年1月

注意事项

一、将你的学号、姓名及分校(工作站)名称填写在答题纸的规定

栏内。考试结束后，把试卷和答题纸放在桌子上。试卷和答题纸均不

得带出考场。监考人收完考卷和答题纸后才可离开考场。

二、仔细读懂题目的说明，并按题目要求和答题示例答题。答案

一定要写在答题纸的指定位置上，写在试卷上的答案无效。

三、用蓝、黑圆珠笔或钢笔答题，使用铅笔答题无效。

Information for the examinees:

This

examination consists of three parts. They are:

Part

1 :

Reading Comprehension (75 points

70 minutes)

Part

1I :

Words (10 points

10 minutes)

Part

III :

Translation (15 points

10 minutes)

The total marks for this examination are 100 points. Time allowed for

completing this examination is 90 minutes.

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Part One

Qu四tions

R田d

1一7.

(21 points)

then match the

statemen也(1一7)ωthe

the

followi吨P四咿and

letter (A

C or D). (3

points阳:h)

Marketing Is Dead

Traditional

marketing一including

advertising

public relations

branding and corporate

communications一is

dead. Many people in traditional marketing roles and organizations may

not realize they are operating within a dead paradigm. But they are. The evidence is clear.

First

buyers are no longer paying much attention. Several studies have confirmed that

in the "buyer' s decision journey

traditional marketing communications just aren' t

relevant. Buyers are checking out product and service information in their own way

often

through the Internet. and often from sources outside the firm such as word-of-mouth or

customer reVlews.

Second

CEOs have lost all patience. In a devastating 2011 study of 600 CEOs and

decision makers by a

Lοndon-based

marketing group

73 % of them said that CMOs lack

business credibility and the ability to generate sufficient business growth

72% are tired of

being asked for money without explaining how it will generate increased business

and 77 %

have had it with all the talk about brand equity that can' t be linked to actual firm equity or

any other recognized financial metric.

Third

in today' s increasingly social media-infused environment

traditional marketing

and sales not only doesn' t work so well

it doesn' t make sense. Think about it: an

organization hires people-employees

agencies

consultants

partners-who don' t come

from the buyer's world and whose interests aren't necessarily aligned with his

and expects

them to persuade the buyer to spend his hard-earned money on something. Huh? When you

try to extend traditional marketing logic into the world of social media

it simply doesn' t

work.

There' s a lot of speculation about what will replace this broken model-a sense that we

are only getting a few glimpses of the future of marketing on the margins. Actua

already know in great detail what the new model of marketing will look like.

is already in

place in a number of organizations. Here are its critical pieces:

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Restore community marketing. Used properly

social media is accelerating a trend in

which buyers can increasingly approximate the experience of buying in their local

physical

communities. For instance

when you contemplate a major purchase

such as a new roof

flat screen TV

or a good surgeon

you are not likely to go looking for a salesperson to talk

or to read through a bunch of corporate website content. Instead

you' 11 probably ask

neighbors or friends-your peer network-what or whom they' re using. Companies should

position their social media efforts to replicate as much as possible this community-oriented

buying experience.

Find your customer influencers. Many firms spend lots of resources

puτsuing

outside

influencers who' ve gained following on the Web and through social media. A better

approach is to find and cultivate customcr

influ巳ncers

and give them something great to talk

about. This requires a new concept of customer value that goes way beyond customer

lifetime value

which is based only on purchases. There are many other measures of a

customer's potential value

beyond the money they pay you. For example

how large and

strategic to your firm is the customer' s network? How respected is she?

Help them build social capital. Practitioners of this new

community-oriented

mark♂ting

are also rethinking their customer value proposition for such MVP customcr advocates and

influencers. Traditional marketing often tries to encourage customer advocacy with cash

rewards

discounts or other untoward inducemcnts. The new

m8rk号ting

helps it

éldvocate5

and influencers create social capital: it helps them build their affiliation networks

increase

their reputation and gives them access to new

knowledge一-a11

of which your customer

influencers crave.

Traditional marketing may be dead

but the new possibilities of peer in

uence--based

community-oriented marketing

hold much greater promise for creating sustained growth

through authentic customer relationships.

Now match the statements

(1一7)

to the letter (A

C or D).

Nowadays custorners do not believe in what chief rnarketing officers say.

2. A

custorner that is respected and has a large network is of great value to a cornpany.

3. Companies need to rnake their media prornotions as near to custorner' s buying

experience as possible.

4. Customers are now getting inforrnation about the product mostly from sources outside

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the company.

5. Now company employees often do not understand the customers' interest that we11.

6. The discount method may not be the most important way for customers to advocate

your product.

7. For a major purchase

customers tend to believe more in the words by their neighbors

and friends.

Part Two Questions 8-14. (21 points)

Read the following passage and choose the best sentence (A-G) to fill each of the gaps. (3 points

each)

Are You Ready to Manage Your Investments and Savings?

One of the most important sk

il1

s in life is understanding your money

and the correct

ways to make it grow. Of a11 the language

math

and science sk

i1l

s schools teach to help

you get a paying job

they never teach you how to take care of the money you make.

(8)←一一__Saving

as much of that money you make is also rea11y important. This includes

careful spending and taking advantage of sales and coupons.

But then what?

you ask most retirees they' 11 te

you it is scary once that paycheck

stops and all you have to depend on is those life savings. Especially for this current working

class generation

whose retirement funds the government is "borrowing" from to pay for our

debt

we have no dependable social security for retirement.

(9)一一一一一

It'

s safe to say at some point

your savings will be tied to the stock market. Could be

through pension funds

401k气，

IRA retirement funds

life insurance

etc. What' s critical

for you to know is w hether you

your current financial advisor

or another financial advisor

is the one to trust your hard earned money with.

(10)一一一一_

By the time you retire in 20 or 30 years your investments w

i11

be worth

more than when you started right? While the statistic is true over 50 or 100 years

there are

decades in between where the stock market is the same or lower than when you started.

(11)一一一一_Even

if you retired at a time when the stock market is the same as when you

started instead of down

it still means your savings did nothing over the decades to help you

retire. (12)

Know that investing on your own is a challenge

but it is very doable and many regular

working class people successfully do it everyday to increase their savings and wealth.

(13)一一-一一_

The danger is most financial advisors aren' t professional money managers;

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they' re just advisors who work mostly as salesmen for investing firms.

A simple way to see if your financial advisor is qualified to handle your savings is to ask

them to see records of real customers they themselves have personally managed.

4) This probably means the financial advisor would have dozens of years of

experience and investing his own money alongside yours.

A What happens if your retirement date happens to be during those bad years?

B The theoretical solution

which everyone knows

is investing so your savings grow

over time as the investment grows

and that investment growth covers your retirement living

expenses.

C The standard pitch a financial advisor will give you is that the stock market goes up in

the long run.

D However

looking at our self assessment criteria below

if you are still in the

"Beginner" stage

it is safer to find a good professional to manage your money for you.

E Of course

having a well paying job is the first step to survival and paying expenses.

F Look at those records and see

those customers were able to retire comfortably like

the financial advisor is promising you.

G More devastating would be realizing that years of saving with coupons

sales

and

driving cars with higher MPG did little to help compared to how your investments lost.

Part Three Questions

15-20. (18

points)

Read the fo

owing passage and choose the best statement (A

B. C or D) for each question. (3

points each)

What forces are fueling

commerce?

There are at least three major forces fueling e-commerce: economic forces

marketing

and customer interaction forces

and technology

particularly multimedia convergence.

Economic forces. One of the most evident benefits of e-commerce is economic efficiency

resulting from the reduction in communications costs

low-cost technological infrastructure

speedier and more economic electronic transactions with suppliers

lower global information

sharing and advertising costs

and cheaper customer service alternatives.

Economic integration is either external or interna

External integration refers to the

electronic networking of corporations

suppliers

customers/ clients

and independent

contractors into one community communicating in a virtual environment (with the Internet

as medium). Internal integration

on the other hand

is the networking of the various

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departments within a corporation

and of business operations and processes. This allows

critica1 business information to be stored in a digita1 form that can be retrieved instant1y and

transmitted e1ectronically. Interna1 integration is best exemplified by corporate intranets.

Among the companies with efficient corporate intranets are Procter and Gamb1e

IBM

Nestle and Inte

Market forces. Corporations are encouraged to use e-commerce in marketing and

promotion to capture internationa1 markets

both big and small. The Internet is likewise

used as a medium for enhanced customer service and support.

is a 10t easier for companies

to provide their target consumers with more detai1ed product and service information using

the Internet.

τèchno1ogy

forces. The development of ICT is a key factor in the growth of

commerce. For

instance

techno1ogica1 advances in digitizing content

compression and the promotion of open

systems techno1ogy have paved the way for the convergence of communication services into

one sing1e p1atform. This in turn has made communication more efficient

faster

easier

and more economica1 as the need to set up separate networks for telephone services

te1evision broadcast

cab1e te1evision

and Internet access is e1iminated. From the standpoint

of firms/businesses and consumers

having on1y one information provider means 10wer

commumcat

ns costs.

Moreover

the princip1e of universa1 access can be made more achievable with

convergence. At present the high costs of installing 1and1ines in sparse1y popu1ated rura1

areas is a disincentive to te1ecommunications companies to install te1ephones in these areas.

Installing 1and1ines in rural areas can become more attractive to the private sector if revenues

from these 1and1ines are not 1imited to 10ca1 and 10ng distance te1ephone charges

but a1so

include cab1e TV and Internet charges. This deve10pment will ensure affordab1e access to

information even by those in rura1 areas and will spare the government the troub1e and cost

of installing expensive 1and1ines.

Now choose

the best sentence CA

C or D) for each question.

15.

The

phrase勺ue1ing

e-commerce" in the title might mean

_一-一--

A. irritating e--commerce

stimu1ating e-commerce to boom

C. setting e-commerce on fire

D. providing e-commerce with fue1s such as gases

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16. According to the passage

the achievement of e-commerce' s benefit economic

efficiency should contribute

t。一一一一一一

A. the reduced communications costs

B. the low-cost technological infrastructure

the cheaper customer service alternatives

the faster development of ICT

17. The difference between external and internal economic integration is in

that一一--

A. the former refers to the integration within a company

B. the former refers to the integration between different departments

C. the latter refers to the integration outside of a company

D. the latter refers to the integration within a company

18. A good example of internal integration

is一一一一--

A. electronic networking of suppliers

B. corporate intranets

C. low-cost technological infrastructure

Procter and Gamble

19. The following are advantages of e-commerce except

that一一一一一.

A. it makes electronic transactions available which are speedier and more economic

it makes it easy for companies to provide their target consumers with more

detailed product and service information

it is used by companies like Procter and Gamble

IBM

Nestle and Intel

D. it makes it possible to reduce the communication costs

20.

can be inferred from the passage that

_一-一→一·

A. telecommunications companies are not willing to install landlines in sparsely

populated rural areas

B. landlines could only be used to make telephones calls

IBM is the only company that makes better use of corporate intranets

D. it is the government's responsibility to installlandlines for cable TV and Internet

Part Four Questions

21-35. (15

points)

Read the following passage and fill each gap with the best word (A

C or D) . (1 point each)

What Is Marketing?

Marketing people are involved in marketing 10 types of entities: goods

services

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