东南大学2007研究生专业英语试卷

1、2007年硕士研究生专业英语考试卷part 1 translation (60 minutes) (60%)section a: translate the following paragraphs into chinese (30 minutes) (30%)managers advancing into the fog of the future tend to either cling to the fiction of prediction despite limited visibility or veer to the other extreme, relying on good

2、luck and hustle and hoping for the best. neither extreme is effective or necessary. indeed, a careful examination of volatile markets over time reveals recurrent patterns. understanding these patterns can help executives navigate a foggy future.it was only when the company began to look at customer

3、information in a more holistic fashion - gathering, consolidating, and analyzing all of its customer interaction information in a single pool - that it was able to correct such inefficiencies. now everyone who is delayed for, say, nine hours gets the same compensation, and when a gate agent hands a

4、passenger a flight voucher, that transaction is reflected immediately in the customer information database. the passenger will be denied a second voucher even if he gets to a phone within a few seconds.an even bigger problem is getting past correlations in the data to be able to argue causality. if

5、a researcher finds that highly successful companies tend to have formal knowledge management initiatives, for example, does that mean that explicit management of knowledge is a key to success? or does it mean that knowledge management is the kind of organizational boondoggle that only a company flus

6、h with cash indulges in? making the argument for causality in one direction or the other requires not only a sufficient data set but also a rational model for how the observed phenomena relate to known outcomes.section b: translate the following paragraphs into english (30 minutes) (30%)任何决策都无法回避风险。

7、在人们的日常生活中，大多数决定的风险都很小。但对企业而言，决策所产生的影响（无论是正面还是负面）可能是极其巨大的。即便是人们津津乐道（实际上极为罕见）的“双赢”局面，也因为放弃了其他选择而必须付出机会成本。抛出有创意的点子并不难，难的是让陌生人接受它们。屡见不鲜的是：创业者、销售主管和营销经理们常常花费很多力气，想展示自己的新商业计划或者新概念是多么切实可行、利润丰厚，结果却总被公司的决策者拒之门外，他们似乎看不见这些创意的真正价值所在。为什么会这样呢？互联网是一项极其重要的新技术，它得到企业家、经理人、投资者和商业观察者的广泛关注不足为奇。许多钟情于互联网的人认为互联网改变了一切，废除了企业

8、竞争的所有陈旧规则。这种反应也许是自然的，但却是相当危险的。part 2 reading comprehension and writing (60 minutes) (40%)stock market simulations - mechanisms that tap into consumers collective wisdom by letting them bet on the success of products - are potent predictive tools, proven to generate reliable sales forecasts. now thes

9、e information markets promise to do something even more exciting: help companies determine the optimal marketing strategy for products prior to launch.consider the hollywood stock exchange (hsx), a popular online simulation where cinephiles(影迷) trade movie stocks to predict the box office performanc

10、e of upcoming releases. the value of hsx stocks corresponds to the movies performance; the higher the grosses, the more hollywood dollars stock owners reap. although the market consists of hundreds of thousands of amateur traders who play for fun, hsx predictions are reasonably accurate - quite an a

11、chievement given the uncertain demand for movies. a better understanding of what information hsx players use to guess performance should therefore produce a better grasp of what makes movies successful and thus what constitutes good movie marketing. for example, after analyzing the performance of hu

12、ndreds of movie stocks, my harvard university colleague bharat anand and i found that their prices respond to tv advertising expenditures. advertising, it seems, is one piece of information that hsx traders use to anticipate a films performance. by looking at the market reception of early advertisin

13、g, and armed with historical data on how markets respond to advertising and how that relates to films actual performance, marketers can gauge the effectiveness of their campaigns.from the moment players hear about an upcoming movie (even if it is still in the concept stage) and form initial expectat

14、ions about its probable box office performance, studios can use hsx as a test platform. by closely monitoring stock movements after, say, the release of a trailer, the start of a guerrilla(游击战) marketing effort, or the airing of a television commercial, executives can assess that marketing actions e

15、ffectiveness. if their ad campaigns fail to bump up the stock prices, the studios can further tweak the existing plan, switch their efforts to a new format - a buzz-generating web campaign, for example - or reduce their spending to try to minimize losses. those companies wishing to elicit specific i

16、nformation or wield greater control can design and run their own markets using traders they recruit; that would allow them to perform such experiments as showing an ad to one group of traders and not another.market simulations are efficient, collecting in one fell swoop several variables normally me

17、asured by surveys and other research tools. for example, these simulations capture peoples awareness of a products existence (since only those familiar with the product are likely to bet on it); their beliefs about how the market as a whole will respond to the new offering; and their confidence in t

18、hose beliefs, which is indicated by the size of the bets placed. simulations also consider the dynamic competitive environment, because players choose to bet on one film or one product over another. and as most people currently play these games without monetary incentives (although marketers may hav

19、e to recompense recruited players in a customized market), companies can significantly increase sample sizes without busting their research budgets. simulated markets are particularly useful in creative industries where product life cycles are short and marketing largely takes place before launch. m

20、ost industries dont yet have a version of hsx, and traditional research agencies shy away from the technology. but a few service providers operate in this space, and companies can develop the ability to run their own electronic markets. a greater challenge may be changing the way marketers think. co

21、mpanies must be willing to adjust their advertising campaigns - or their product pricing or distribution strategies - based on the data that players produce. that means getting comfortable with a methodology that flies in the face of conventional beliefs about random or representative sampling. (in public markets such as hsx, self-selection occurs, and participants often remain anonymous). it also means accepti