湖南电大2014年1月高级商务英语试题

1、试卷代号：7660 湖南广播电视大学2014年1月开放教育期末考试高级商务英语 试题 2013年12月注 意 事 项一、 将你的准考证号、学生证号、姓名及分校（工作站）的名称填写在答题纸的规定栏内。考试结束后，把试卷和答题纸放在桌上。试卷和答题纸均不得带出考场；二、 仔细读懂题目的说明，并按题目的要求答题。答案一定要写在答题纸的指定位置上，写在试卷上的答案无效；三、 用蓝、黑圆珠笔或钢笔答题，使用铅笔无效。Part I Vocabulary and Structure ( 30 分)Section 1 (1-10 题，每题1分，共10分) Match the words on the left

2、 with their definitions on the right. 1. to sack A. a short tune used in a commercial to advertise a product 2. intranet B. business company made up of a number of different firms 3. to log on C. a time limit for an activity 4. slogan D. a system that connects together computers in the same company

3、or organisation 5. to position oneself E. to connect to the Internet 6. conglomerate F. to find a place from which to operate themselves 7. jingle G. to dismiss8. deadline H. a memorable sentence used to advertise a product 9. to quantifyI. a general plan intended to achieve something over a period

4、of time 10. strategyJ. to measure statistically Section 2（11-20题，每题2分，共20分）Choose a word or phrase from the list for each space in the passage below. environment face analysis features requiredresult capital may help lookshave hand up to intoA SWOT analysis is an analytical tool that can help you wo

5、rk through all the information you have about your business. SWOT stands for strengths, weaknesses, opportunities and threats. This type of (11) _ represents an effort to examine the interaction between the particular (12) _ of your business and the external marketplace in which you compete. Many of

6、 the conclusions that you draw as a (13) _ of the SWOT analysis will be incorporated (14) _ strategy sections of the business plan. the market analysis and the market. The internal portion of a SWOT analysis (15) _ at the individual strengths and weaknesses of your specific business. For example, yo

7、u may have a favorable geographic location that makes you more accessible to customers than your competitors. You may (16) _ the other (17) _ invested in state-of-art equipment that only recently became available. On the other (18) _, you may have problems managing your inventory or you may have emp

8、loyees who just are not (19) _ to the tasks that will be required to implement your plan. Similarly, the external analysis looks at the opportunities presented by the marketplace and the threats that you face in your chosen market. Be as accurate as possible in assessing the market (20) _ in which y

9、ou do business. Identify those areas in which your competitors pose a threat. Part 2 Reading (35 分) Section 1 (21-30题，每题2分，共20分)Choose the best answer according to the information provided in the 2 passages.Passage One What is the purpose of a marketing system in a society? One very common view is t

10、hat it should encourage consumption. In theory, if more people buy more things, the demand for goods will increase. And if demand increases , this will result in higher production , more employment and more “wealth”the main indicators of a healthy economy. Finally it is generally believed that the m

11、ore people consume the more goods and services they buy the happier they will be. But, some experts disagree with this view. They feel that increasing consumer satisfaction is more important than making consumers buy more. They say that manufacturers should concentrate on producing goods that suit t

12、he tastes and needs of consumers. If customers find goods that suit their tastes and needs , this will help to improve their lifestyles , and they will feel satisfied. Unfortunately, increasing the amount of choice also has some disadvantages. Firstly, when a company increases the variety of product

13、s this also increases the cost of production. So, goods and services tend to become more expensive. And higher prices lead to decreasing sales. Secondly, greater variety of products means that more money needs to be spent on market research, to find exactly what the customers want. Thirdly, consumer

14、s themselves have to spend more time and effort looking at a variety of products, before they decide which one suits their needs. If there wasnt so much choice, the customers would have more time, and this time could be spent buying more things. Finally, having more products to choose from does not

15、necessarily increase the consumers real choice, because such products may be very similar to other brands of the same product. Advertisers would like us to believe that their washing powder is better than any other. They are always telling us that their brand gives us a “white wash” than that of the

16、ir competitors. But, in fact, one detergent powder is very much the same as any other, and it really doesnt matter which one we buy. This same problem can occur with all kinds of products from beer and cigarettes to toothpaste and toilet soap.Perhaps the most important purpose of a marketing system

17、is to improve the quality of our lives. We have to consider not just the amount we buy, but also about how easily available products are , whether we can afford them , and whether we are satisfied by their quality. For a company the most important thing is whether the people really like the product.

18、 No matter how much marketing a company does , if in the end people dont enjoy using the product, then the marketing has failed. 21. Most people think that the purpose of a marketing system is _. A. to keep consumers happy by providing more choiceB. to improve customer satisfaction by improving qual

19、ityC. to satisfy peoples needs by selling them more productsD. to increase consumption22. We know that an economy is doing well if _. A. people buy more things B. people own more things C. production and employment rise and more money circulates D. people seem satisfied23. Besides choice, the three

20、things which are important in improving peoples lives are _. A. quantity, quality and satisfactionB. quality, availability and affordability C. suitability, satisfaction and quantityD. necessity, cost and quality 24. Beer, cigarettes and face cream are all examples of _. A. products which everybody

21、needs B. products which are very similar, whichever brand you chooseC. products of which the consumer has little choiceD. products for which it is not necessary to provide choice25. The most important factor which influences the choice of products is _. A. whether people like themB. whether they hav

22、e been marketed properly C. how much time it takes to choose themD. whether there are enough of themPassage Two Getting the Most Out of Meetings One aspect of business life which many managers are unhappy with is the need to attend meetings. Research indicates that managers well spend between a thir

23、d and a half of their working lives in meetings. Although most managers would agree that it is hard to think of an alternative to meetings, as a means of considering information and making collective decisions, their length and frequency can cause problems with the workload of even the best-organise

24、d executives. Meetings work best if they take place only when necessary and not as a matter of routine. One example of this is the discussion of personal or career matters between members of staff and their line and personnel manager. Another is during the early stages of a project when the team man

25、aging it needs to learn to understand and trust one another. Once it has been decided that a meeting is necessary, decisions need to be taken about who will attend and about the location and length of the meeting. People should only be invited to attend if they are directly involved in the matters u

26、nder discussion and the agenda should be distributed well in advance. An agenda is vital because it acts as a road map to keep discussion focused and within the time limit allocated. This is also the responsibility of the person chairing the meeting, who should encourage those who say little to spea

27、k and stop those who have a great deal to say from talking too much. At the end of a well organised meeting, people will feel that the meeting has been a success and be pleased they were invited. They will know not only what decisions were made but also the reasons for these decisions. Unfortunately

28、, at the end of a badly organised meeting those present will leave feeling that they have wasted their time and that nothing worthwhile has been achieved. Much thought has been given over the years to ways of keeping meetings short. One man who has no intention of spending half his working life in m

29、eetings is Roland Winterson, chief executive of a large manufacturing company. He believes that meetings should be short, sharp and infrequent. I try to hold no more than two or three meetings a week, attended by a maximum of three people for no longer than half an hour, he says. They are clearly ai

30、med at achieving a specific objective, such as making a decision or planning a strategy, and are based on careful preparation. I draw up the agenda for every meeting and calculate it in advance; those attending are expected to study it carefully and should be prepared to both ask and answer question

31、s. Managers are best employed carrying out tasks directly connected with their jobs not attending endless meetings. In business, time is money and spending it in needless meetings that dont achieve anything can be very costly. Executives should follow the example of lawyers and put a cost on each ho

32、ur of their time and then decide whether attending a long meeting really is the best way to spend their time. 26. What do most managers think about meetings? A. Meetings take up most of their working life. B. Meetings allow them to monitor decision-making. C. Meetings prevent them from establishing

33、a routine. D. Meetings are the only way they know of achieving certain objectives. 27. According to the writer, the agenda is important because it _. A. is seen by everybody before the meetingB. helps to give direction to the discussions C. contains items of interest to all those present D. shows wh

34、o should speak at each stage of the meeting 28. The writer says that people leaving a well-organised meeting will understand _. A. the reason for their invitation to attend B. how the decisions taken were relevant to them C. the importance of proposals under discussionD. why certain courses of actio

35、n were agreed upon 29. What does Roland Winterson say about the meetings that he organises? A. He aims to hold them on a regular basis.B. He ensures that they have a definite purpose. C. He uses them to make decisions about strategy.D. He requires his managers to draw up the agenda. 30. What is Rola

36、nd Wintersons opinion about meetings? A. They can be a bad use of a managers time. B. Their importance is often underestimated. C. They frequently result in wrong decisions. D. Their effectiveness could be improved with better plans. Section 2 (31-35题，每题3分，共15分)Read the following text and answer que

37、stions.Passage ThreeIts a Small World after All Take some of the worlds best known brand names-Coca Cola, British Airways, The Times of London. What do they all have in common? Each one of them is run by an Australian. In fact, the World Bank is run by an Australian too. As Dame Edna would sayspooky

38、!We may conclude, therefore, that the Australians run the world. Except, of course, they dont. So who does? Democratically elected political leaders, answerable to their own voters? Or powerful global corporations, answerable to their own shareholders, and interested only in profit? Ever since the v

39、iolent public protests at the World Trade Organisation meeting in Seattle in the autumn of 1999, the word “globalisation” has come to be used as a weapon in the war of words over the way the world is developing. It is a wonderfully vague, all encompassing term, which can mean more or less whatever y

40、ou want it to mean. My favourite definition is “globalisation = everything that is happening.” Imagine a high school kid playing basketballhes wearing a sports shirt with the name of his favourite team on it. Probably an American team, on a shirt that may well have been designed in Europe and manufa

41、ctured in Southeast Asia. The same goes for the shoes on his feet, the designer sunglasses on his nose as he saunters home, and the funky sports bag slung over his shoulder. It doesnt matter if youre in Cape Town, Copacabana, Cologne or Kowloonthats globalisation. And whats made it all possible is t

42、he communications revolution. Little more than 100 years ago, if I had designed a shirt here in London, the only way to have had it made in Hong Kong would have been to send the designs, by courier, using horses and ships, halfway round the world. If Id wanted to pay someone to make it, the money wo

43、uld have gone the same way. Now, with a click of my computer mouse, my designs can be in Hong Kong, Helsinki and Houston in an instant. So can my money. Thats globalisation. And yet, three quarters of all the worlds telephone lines are in the richest countries where only one-fifth of the worlds popu

44、lation live. Whereas 40 years ago, the people living in the richest countries earned on average 30 times more than those in the poorest, now they earn 80 times more. According to the World Bank, two billion people have been left behind by the globalisation revolution, most of them in Sub-Saharan Afr

45、ica, the Middle East and the countries of the former Soviet Union. And although everyone now seems to pay lip service to the notion of free trade, its not free yet. The international development charity Oxfam says that the rich countries of the northern hemisphere still have trade barriers in place

46、that cost the developing nations US$700 billion a year in lost exports. Most of this is in agriculture and textiles, which means that millions of poor farmers are still far from seeing the supposed benefits of the new global economy. As for the global corporations , every time we buy our washing pow

47、der (Unilever) , fill our cars with petrol (Shell) , or wear a pair of blue jeans (Levis)， perhaps we should pause for just a moment to think of those who have sweated to manufacture the product were buying. So, is globalisation good for us? It depends on who you mean by us. 31.Why may one conclude

48、that the Australians run the world?32.What does the example of the high school kid tell us about globalisation? 43.What has changed with the communications revolution? 34.What evidence is given to show that globalisation hasnt benefited poor countries? 35.What is the writers opinion of globalisation

49、? Part III Short-Answer Questions (15分) Answer the following questions based on what you have learned from the textbook. You should use complete sentences. (36-38题，每题5分，共15分)36. List at least five kinds of market research. 37. What is the SMART action plan? 38. What does the term TQM mean? Part IV T

50、ranslation (20分) Translate the following passage into Chinese. (1题，20分)39.China Backs EU Bailout MeasuresChinese Vice Premier Wang Yang said Tuesday that China supports the measures taken by the European Union and International Monetary Fund to bail out certain European countries and stabilize the f

51、inancial markets. Speaking at the third EU-China High Level Economic and Trade Dialogue, Mr. Wang said China hopes the effects of the European Unions measures to address the Euro-zone debt crisis become apparent as soon as possible. Mr. Wangs statement is the latest Chinas leaders over the past year

52、 expressing support for measures taken to address the Euro-zone crisis. The comments gave the Euro positive momentum in currency markets during the Asia day, though the currency later fell after ratings firm Moodys Investors Service warned of a possible debt downgrade to Portugal. 试卷代号：7660湖南广播电视大学2

53、014年1月开放教育期末考试高级商务英语 试题答题纸题 号Part IPart IIPart IIIPart IV总 分得 分得分评卷人Part I Vocabulary and Structure ( 30 分)Section 1 (1-10 题，每题1分，共10分)1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Section 2 （11-20题，每题2分，共20分）11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 得分评卷人Part II Reading (35 分)Section 1（21-30题，每题2分，共20分）Passage One

54、21. 22. 23. 24. 25. Passage Two 26. 27. 28. 29. 30. Section 2（31-35题，每题3分，共15分）Passage Three31. 32. 33. 34. 35. 得分评卷人Part III Short-Answer Questions (15分) Answer the following questions (36-38题，每题5分，共15分)36. 37. 38. 得分评卷人Part IV. Translation (20分) Translate the following passage into Chinese. (1题，20

55、分)39. 试卷代号：7660湖南广播电视大学2014年1月开放教育期末考试高级商务英语试题参考答案及评分标准 Part 1 Vocabulary and Structure ( 30 分)Section 1 (1-10 题，每题1分，共10分) Match the words on the left with their definitions on the right. 1. G 2. D 3. E 4. H 5. F 6. B 7. A 8. C 9. J 10. I Section 2 （11-20题，每题2分，共20分）11. analysis 12. features 13. re

56、sult 14. into 15. looks16. have 17. capital 18. hand 19. up 20. environment Part 2 Reading (35 分) Section 1 (21-30题，每题2分，共20分) Passage One 21. D22. C 23. B 24. B 25. A Passage Two26. D 27. B28. D29. B30. A Section 2 (31-35题，每题3分，共15分) Passage Three 31.Because they run some of the worlds most important companies and organisations such as Coca Cola, British Airways, Times and the World Bank. 32.Manufactured goods may have been designed