英语二(专用答题纸答)

MBA School of Zhongnan University of Economics and Law 工商管理硕士 工商管理硕士 MBA 试 试 卷卷 2012 2013 学年第二学期 课程名称 英语 英语 2 阅卷教师 郭跃华郭跃华 全部答案须在答题纸上完成 在试卷上答题无效 全部答案须在答题纸上完成 在试卷上答题无效 第一部分第一部分 根据下列定义写出单词或词组根据下列定义写出单词或词组 10 1 the power to give instructions to people at the level below in the chain of command line authority 2 additional money given for better work or increased productivity bonus 3 a general term for strikes go slows work to rules and so on industrial action 4 buying products or processed materials from other companies rather than manufacturing them Purchase 5 consumers who buy various competing products rather than being loyal to a particular brand brand switcher 6 collecting analysing and reporting data relevant to a specific marketing situation market quotation 7 the amount of money a company plans to spend in developing its advertising and buying media time or space budget 8 keeping financial records recording income and expenditure valuing assets and liabilities and so on profit statement 9 a card which guarantees payment for goods and services purchased by the cardholder who pays back the bank or finance company at a later date credit card 10 a proportion of the annual profits of a limited company paid to shareholders receive dividents 第二部分第二部分 写出下列词组的定义写出下列词组的定义 20 1 subcontractor Any company that provides goods or services for another one 6 advertising budget the money a company plan to spend in developing advertising and buying media time space 2 creative accounting The use of aggressive and or questionable accounting techniques in order to produce a desired result generally high earnings per share 7 Loan Temporary borrowing of a sum of money 3 target customer a defined set of customers whose needs a company plans to satisfy 8 distribution channel Marketing the network of organizations including manufacturers wholesalers and retailers that distributes goods or services to consumers 4 market segmentation to divide a market into distinct groups who might require separate products and marketing mixes 9 collective bargaining negotiations between unions and employers on their member s wages and working conditions 5 decentralization dividing an organization into decision making units that are not centrally controlled 10 labor relations relations between employers and employees managers and workers 第三部分第三部分 写出下列词组的中文写出下列词组的中文 20 1 profit margin 利润率 11 curriculum vitae 简历 2 go slow 怠工 12 job vacancies 招聘 3 industrial action 劳工行动 13 share capital 股份资本 4 list price 价格目录 14 job security 职业安全感 5 radio commercial 广播商业 15 public awareness 公关意识 6 credit facilities 信贷机制 16 maturity stage 时机成熟 7 credit terms 信贷条件 17 cost accounting 成本计算 8 financial statements 财务报表 18 intangible assets 无形资产 9 double entry bookkeeping 复式簿记 19 penalty point system 点罚系统 10 venture capital 风险投资 20 insider share dealing 内部交易 第四部分第四部分 写出下列词组的英文写出下列词组的英文 20 1 董事会 board of directors 2 销售代表 Sales Representative 3 销售渠道 Distribution Channels 4 制造业 manufacturing industry 5 损益表 income statement 6 资产负债表 balance sheet 7 市场份 额 market share 8 自动售货机 vending machine 9 商标 brand 10 行业工会 trade union 11 定期帐户 fixed account 12 促销 Promotion 13 折扣率 discount rate 14 贸易赤字 trade deficits 15 文化特征 Cultural Characteristics 16 工作类型 Job Category 17 驾照 driving license 18 成品 end product 19 文字信息 Text messages 20 纯利 net profit 第五部分第五部分 阅读下面的文章阅读下面的文章 回答问题回答问题 20 Marketing theorists tend to give the word product a very broad meaning using it to refer to anything capable of satisfying a need or want Thus services activities people politicians athletes film stars places holiday resorts organizations hospitals colleges political parties and ideas as well as physical products can usually be augmented by benefits such as customer advice delivery credit facilities a warranty or guarantee maintenance after sales service and so on Some manufacturers use their name the family name for all their products e g Philips Colgate Yamaha Others including Unilever and Procter Gamble market various products under individual brand names with the result that many customers are unfamiliar with the name of the manufacturing company The major producers of soap powders for example are famous for their multi brand strategy which allows them to compete in various market segments and to fill shelf space in shops thereby leaving less room for competitors It also gives them a greater chance of getting some of the custom of brand switchers Most manufacturers produce a large number of products often divided into product lines Most product lines consist of several products often distinguished by brand names e g a range of soap powders or of toothpastes Several different items different sizes or models may share the same brand name Together a company s items brands and products constitute its product mix Since different products are always at different stages of their life cycles with growing stable or declining sales and profitability and because markets opportunities and resources are in constant evolution companies are always looking to the future and re evaluating their product mix Companies whose objectives include high market share and market growth generally have long product lines i e a large number of items Companies whose objective is high profitability will have shorter lines including only profitable items Yet most product lines have a tendency to lengthen over time as companies produce variations on existing items or add additional items to cover further market segments Additions to product lines can be the result of either line stretching or line filling Line stretching means lengthening a product line by moving either up market or down market i e making items of higher or lower quality This can be carried out in order to reach new customers to enter growing or more profitable market segments to react to competitors initiative and so on Yet such moves may cause image problems moving to the lower end of a market dilutes a company s image for quality while a company at the bottom of a range may not convince dealers and customers that it can produce quality products for the high end Line filling adding further items in that part of a product range which a line already covers might be done in order to compete in competitors niches or simply to utilize excess production capacity Questions 1 Why do the big soap powder producers have a multi brand strategy 2 Why do companies product mixes regularly change 3 What factors influence the length of companies product lines 4 What are the potential dangers of line stretching 5 Why might companies undertake line filling 第六部分第六部分 将下面的短文翻译成中文将下面的短文翻译成中文 10 It must be remembered that quite apart from consumer markets in which people buy products for direct consumption there exists an enormous producer or industrial or business market consisting of all the individuals and organizations that acquire goods and services that are used in the production of other goods or in the supply of services to others Few consumers realize that the producer market is actually larger than the consumer market since it contains all the raw materials manufactured parts and components that go into consumer goods plus capital equipment such as buildings and machines supplies such as energy and pens and paper and services ranging from cleaning to management consulting all of which have to be marketed There is consequently more industrial than consumer marketing even though ordinary consumers are seldom exposed to it MBA 英语 二 课程考试答题纸英语 二 课程考试答题纸 2013 年 3 月 郑州 级 班 姓名 学号 成绩 第一部分第一部分 根据下列定义写出英文单词或词组根据下列定义写出英文单词或词组 10 line authority 1 2 bonus industrial action 3 4 Purchase brand switcher 5 6 market quotation budget 7 8 profit statement credit card 9 10 receive dividents 第二部分第二部分 写出下列词组的定义写出下列词组的定义 20 1 Any company that provides goods or services for another one 2 The use of aggressive and or questionable accounting techniques in order to produce a desired result generally high earnings per share 3 A defined set of customers whose needs a company plans to satisfy 4 To divide a market into distinct groups who might require separate products and marketing mixes 5 Dividing an organization into decision making units that are not centrally controlled 6 The money a company plan to spend in developing advertising and buying media time space 7 Temporary borrowing of a sum of money 8 Marketing the network of organizations including manufacturers wholesalers and retailers that distributes goods or services to consumers 9 Negotiations between unions and employers on their member s wages and working conditions 10 Relations between employers and employees managers and workers 第三部分第三部分 写出下列词组的中文写出下列词组的中文 20 利润率 1 11 简历 怠工 2 12 招聘 劳工行动 3 13 股份资本 价格目录 4 14 职业安全感 广播商业 5 15 公关意识 信贷机制 6 16 时机成熟 信贷条件 7 17 成本计算 财务报表 8 18 无形资产 复式簿记 9 19 点罚系统 风险投资 10 20 内部交易 第四部分第四部分 写出下列词组的英文写出下列词组的英文 20 board of directors 1 11 fixed account sales representative 2 12 promotion distribution channels 3 13 discount rate manufacturing industry 4 14 trade deficits income statement 5 15 cultural characteristics balance sheet 6 16 job category market share 7 17 driving license vending machine 8 18 end product brand 9 19 text messages trade union 10 20 net profit 第五部分第五部分 阅读下面的文章阅读下面的文章 回答问题回答问题 20 1 Why do the big soap powder producers have a multi brand strategy The various market segments will fill shelf space in shops thereby leaving less room for competitors It also gives them a greater chance of getting some of the custom of brand switchers 2 Why do companies product mixes regularly change Because different products are always at different stages of their life cycles with growing stable or declining sales and profitability and because markets opportunities and resources are in constant evolution companies are always looking to the future and re evaluating their product mix 3 What factors influence the length of companies product lines Line stretching means lengthening a product line by moving either up market or down market i e making items of higher or lower quality This can be carried out in order to reach new customers to enter growing or more profitable market segments to react to competitors initiative and so on 4 What are the potential dangers of line stretching It will moving to the lower end of a market dilutes a company s image for quality while a company at the bottom of a range may not convince dealers and customers that it can produce quality products for the high end 5 Why might companies undertake line filling Line filling is adding further items in that part of a product range which a line already covers which might be done in