文秘英语2试卷b卷

2004-2005 第一学期 专业英语试卷 A(闭卷) 班级: _ 姓名 : _学号: _ 总分:_ 一、There are 11 incomplete sentences in this part. Complete the following sentences. (共 20 分， 每空 1 分) 1、At any time, we propose that the process of exchange can be conceived as possessing three descriptors: outcomes _, and actions. 2、Five general tactics can be identified as representatives of the folklore shared by practitioners: _ pricing, charm pricing, price_, price reductions, and price/quality pricing. 3、The complete process of selling a good, service, or ideas is generally broken down into seven stages:_, preparing, _, presentation, handling questions and objections, closing, and following up. 4、There are three types of vertical marketing systems:_, contractual, and_. 5、We began with four means of describing how group influences affect the individual: social comparison processes, _deprivation, _theory, and role theory. 6、At this time in the development of our knowledge of consumer behavior, three frequently occurring sub-processes can be identified: _buying, _purchasing, and consumption problem solving. 7、A classical model of communication is called the _-message-media- _(SMMR). 8、Marketing is the performance of business activities that direct the flow of goods and _from producer to_ or user. 9、We can view exchange as multifaceted transfers of tangible and _entities. 10、Organization use many different methods to conduct research. The following briefly describes the three most frequently practiced orientations:_, _, and open-ended explorations. 11、The general model of consumer behavior is an _designed to symbolically represent most of the major elements and _in all consumer choice decisions. 二、There are 10 incomplete sentences in this part. For each sentence there are four choices, choose the one answer that best completes the sentence.（共 10 分，每题 1 分） 12、Since everything is clearly defined, I hope we will _a contract as soon as possible. A）sign B）write C）conduct D）subscribe 13、Lets _the topic of commission, shall we? A）return for B）return off C）return to D）return in 14、The message itself must then be _in some way, and this involves choice of a medium or 2 media. A）conveys B）conveying C）convey D）conveyed 15、It should be noted that_ involves producing information from memory with no or few cues. A）Recall B）Recalls C）Recognition D）Recognitions 16、_ in the product, customer characteristics, the competitive environment, and how to sell must be performed. A）Trained B）Training C）Trains D）Train 17、Some firms use advertisements to _awareness and brand images, face-to-face selling to demonstrate their products and close sales. A）constructs B）build C）conduct D）construct 18、Role theory goes one step further _ the previous three theories. A）by B）to C）than D）with 19、The process _ many individuals. A）involve B）involving C）involveing D）involves 20、Producers and intermediaries enter _ business relationships with each other in order to meet their own organization objectives. A）by B）to C）into D）with 21、A group of farmers joined together to_ their own factory and sell their own produces A）set about B）set aside C）set down D）set up 3 三 、Reading comprehension. There are two passages. Reading the passage and answer the following questions.（共 20 分） Why do we study marketing? Probably you may come up with the idea that it affects our lives significantly and is an important economics, management, and social force in society. But if you are new to the study and did not explore deeply into marketing, your concept of marketing could be a superficial(表面的，肤浅的 ) one. Usually we might think of four benefits that study of marketing can have for us: (1) intellectual value, (2)practical utility, (3)social significance, and ( 4)career import. The subject matter of marketing is inherently（天性的，固有的） interesting. Marketing is one of the most exciting areas in business. Unlike many subject matters that place primary emphasis on abstract（抽象的，深奥的，理论的） ideas, numbers, or objects, marketing places the person and his or her feelings, impulses（刺激，冲动） , and decision-making processes at the center of inquiry（质询，调查）. We are fascinated（使入迷） by the reasons people behave as they do, and the study of people in their everyday activities of consumption is a central theme in marketing. The other side of marketing is the manager. Managers, too, are obviously people with behavioral characteristics（特性，特征） that are just as complex and interesting as those of consumers. If you are a person who is curious about the subtleties（微妙） and dynamics of how the marketplace works, and you are excited by the thought of learning new things about the world around you, then you should find the study of marketing an absorbing, pleasurable experience. Among the most exciting areas of marketing are success stories: stories focusing on new goods and services that succeeded in filling（供应） consumes needs, stories that are full of gambles, accidents, and even high drama. There is, for example, the excitement that a marketing manager experiences when R&D achieves a breakthrough that gives a product that crucial competitive edge, there is a certain thrill when a new product is finally authorized to be carried by one of the big retail chains: even learning that last quarters sales figures came in above forecast can be cause for some elation in the marketing department. 22、 According to the author, what can we get from studying marketing? （3 分） 23、 Why does the author say that the subject matter of marketing is inherently interesting?（3 分） 24、 what are the most exciting areas of marketing?（2 分） 25、 Please give examples to prove the conclusions about 24。 （2 分） Sellers often set prices on the basis of the presumed(j 假定的，推测的) psychological meaning of the numbers used to express the prices. In what might be termed the tactic of conspicuous consumption pricing, a high price is set with the hope that buyers will perceive the product to be unique（独特的）, consist of special ingredients（成分）, or reflect exemplary（典范的） workmanship（手艺，技艺）. The thinking is also that people buy things mot only for what the product is in a physical sense but also for what it means in broader psychological or social senses. A high price might even be sought by some potential purchasers as part of their need to express a particular life style or way. Rather than reflecting the material costs of the products, prices of goods and services in boutiques（专卖流行衣服的小商店）, 4 specialty（专业） shops, and exclusive（高级的） restaurants often stem from a conspicuous consumption pricing policy. Another form of charm pricing is called odd-or-even pricing. A common belief among some retailers is that a price should only end in an odd number or an even number (typically an 8). Furthermore（而且）, whenever possible, it is recommended（推荐） that the odd or even number be part of an overall price set just below a round number. When should one use an odd or an even price? No research exists and the logic is unclear, but it may be that an even price has the advantage of being both aesthetically（美学观点上的） pleasing and unobtrusive（不唐突的） while an odd price is more dissonant（不和谐的） and eye-catching. Hence, the choice of one tactic over the other involves trade-offs and is largely a matter of opinion or trial and error. Still another variant of charm pricing is what one might call representational pricing. Here the seller selects a price for a product on the basis of the symbolic meaning of the number as reflected in another object, event, or behavior associated with that number. For instance, pieces of furniture will sometimes be priced at $71,776, souvenirs（纪念品） will be offered at $7 or $11, and drinks in a nightclub（夜总会） at special times such as “the happy hour” will be sold at $69c. Overall, the practitioner of representational pricing hopes that the affect or feelings connected with a number will transfer to his or her product and perhaps be remembered more readily. 26、What is charm pricing? （ 2 分） 27、What are the three types of charm pricing?（3 分） 28、Why are the three types of charm pricing practiced? （5 分） 四、Translation from English into Chinese（共 15 分，每题 3 分）. 29、One danger with price lining is that it may be confusing（搞乱，使糊涂） and make the consumers task more difficult. Too many alternatives and options may be costly to pr