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 Intel. 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. It 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 e-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 commumcatlOns 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ue1inge-commerce\in the title might mean _一-一--A. irritating e--commerce B. stimu1ating e-commerce to boom C. setting e-commerce on fire D. providing e-commerce with fue1s such as gases 1446 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 c. the cheaper customer service alternatives D. 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 D. 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 B. it makes it easy for companies to provide their target consumers with more detailed product and service information c. it is used by companies like Procter and Gamble, IBM, Nestle and Intel D. it makes it possible to reduce the communication costs 20. It 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 C. 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, B, C or D) . (1 point each) What Is Marketing? Marketing people are involved in marketing 10 types of entities: goods, services, 1447 experiences, events, persons, places, properties, organizations, information, and ideas. Goods. Physical goods constitute the bulk of most countries' production and marketing effort. The United States produces and markets billions of physical goods, from eggs to steel to hair dryers. 1n developing nations, goods一(21)一一一一_food, commodities, clothing, and housing are the mainstay of the economy. Services. As economies advance, a (22) proportion of their activities are 30% focused on the production of services. The U. S. economy today consists of a 70% -services-to-goods mix. Services include airlines, hotels, and maintenance and repair people, (23)一-一_professionals such as accountants, lawyers, engineers, and doctors. Many market offerings consist of a variable mix of goods and services. Experiences. By orchestrating several services and goods, one can C'reate, stage, and market experiences. Walt Disney World's Magic Kingdom is an experience; (24)一-一→一1Sthe Hard Rock Cafe. Events. Marketers 伊promot忧etime-七asedevents, such as th巳Olympics，trade shows, sports events, and artistic performances. Persons. Celebrity marketing has become a major business. Artists, musicians, CEOs, physicians, high-profile lawyers and financiers, and other (25)一-一一一_draw help from celebrity marketers. Places. Cities, states, regions, and nations (26)一一一←_to attract tourists, factories, company headquarters, and new residents. Place marketers include economic development specialists, real estate agents, commercial banks, local business associations, and advertising and public relations agencies. Properties. Properties are intangible rights of ownership of either real property (real estate) (27)一-一一一financialproperty (stocks and bonds). Properties are bought and sold, and this occasions a marketing effort by real estate agents (for real estate) and investment companies and banks (for securíties). Organizations. Organizations actively work to build a strong, favorable (28)一一一一一一1nthe mind of their publics. Philips, the Dutch electronics company, advertises with the tag line, \s Make Things Better. \The Body Shop and Ben &. J erry' s also gain attention by promoting social causes. Universities, museums, and performing arts organizations boost their public images to compete more successfully (29)一-一一audiencesand funds. 1nformation. The production, packaging, and distribution of information (30)一一-1448 one of society' s major industries. Among the marketers of information are schools and universities; publishers of encyclopedias, nonfiction books, and specialized magazines; makers of CDs; and Internet Web sites. Ideas. Every market offering has a basic idea at its (31)一一-一一.In essence, products and services are platforms for delivering some idea or benefit to satisfy a core need. The successful marketer will try to understand the target market' s needs, wants, and demands. Needs describe basic human requirements such as food, air, water, clothing, and (32)一一-一一Peoplealso have strong needs for recreation, education, and entertainment. These needs become wants when they are directed to specific objects that might satisfy the need. An American needs food but wants a hamburger, French fries, and a soft drink. A person in Mauritius needs food but (33)_一--一_a mango, rice, lentils, and beans. Clearly, wants are shaped by one' s society. Demands are wants for specific products backed by an ability to pay. Many people want a Mercedes; onlya few are able and (34)→一←一_to buy one. Companies must measure not only how many people want their product, but also how many would (35) be willing and able to buy it. Now fill each gap with the best word (A, ?, C or D) 21. A. namely B. particularly C. specifically D. really 22. A. growing B. developing C. decreasing D. soaring 23. A. as well B. as C. well as D. as well as 24. A. such B. much C. so D. also 25. A. professionals B. professors C. professes D. progresses 26. A. contest B. fight C. compete D. confront 27. A. other than B. but C. and D.or 28. A. reflection B. image C. picture D. style 29. A. with B. for C. by D. to 30. A. is B. are C. was D. were 31. A. heart B. root C. focus D. core 32. A. car B. transportation C. shelter D.living 33. A. wants B. hopes for C. reaches D. gets 34. A. be willing B. willing C. are willing D. will 35. A. nearly B. hardly C. beneficially D. actually 1449 Part Five Questions 36-40. (10 points) Match the English words on the left with the Chinese words on the right. (2 points each) 36. affiliation network 37. current account 38. mechanism 39. merge 40. invest Part Six Translation. (15 points) Translate the following paragraphs into Chinese. (15 points) Strategic marketing planning should be done within the context of the organization' s overall strategic planning. The strategic marketing planning process consists of (1) conducting a situation analysis, (2) setting marketing goals, (3) selecting target markets, (4) designing a strategic marketing mix to satisfy those markets and achieve those goals, and (5) preparing an annual marketing plan to guide the tactical operations. a.合并b.投资c.联系网络d.经常账户e.机制1450
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答案
