英语二专用答题纸答Word格式文档下载.docx

英语二专用答题纸答Word格式文档下载.docx

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4. 

buyingproductsorprocessedmaterialsfromothercompaniesratherthan

manufacturingthemPurchase

5. 

consumerswhobuyvariouscompetingproductsratherthanbeingloyaltoa

particular 

brandbrandswitcher

6. 

collecting,analysingandreportingdatarelevanttoaspecificmarketingsituationmarketquotation

7. 

theamountofmoneyacompanyplanstospendindevelopingitsadvertisingand 

buyingmediatimeorspacebudget

8.keepingfinancialrecords,recordingincomeandexpenditure,valuingassetsandliabilities,andsoonprofitstatement

9. 

acardwhichguaranteespaymentforgoodsandservicespurchasedbythecardholder,whopaysbackthebankorfinancecompanyatalaterdatecreditcard

10.aproportionoftheannualprofitsofalimitedcompany,paidtoshareholders

receivedividents

第二部分写出下列词组的定义。

（20%）

1.subcontractor：

Anycompanythatprovidesgoodsorservicesforanotherone 

6.advertisingbudget：

themoneyacompanyplantospendindevelopingadvertisingandbuyingmediatime/space

2.creativeaccounting：

Theuseofaggressiveand/orquestionableaccountingtechniquesinordertoproduceadesiredresult,generallyhighearningspershare. 

7.Loan：

Temporaryborrowingofasumofmoney

3.targetcustomer：

adefinedsetofcustomerswhoseneedsacompanyplanstosatisfy8.distributionchannel：

Marketingthenetworkoforganizations,includingmanufacturers,wholesalers,andretailers,thatdistributesgoodsorservicestoconsumers

4.marketsegmentation：

todivideamarketintodistinctgroupswhomightrequireseparateproductsandmarketingmixes

9.collectivebargaining：

negotiationsbetweenunionsandemployersontheirmember’swagesandworkingconditions

5.decentralization：

dividinganorganizationintodecision-makingunitsthatarenotcentrallycontrolled.

10.laborrelations：

relationsbetweenemployersandemployees,managersandworkers

第三部分写出下列词组的中文。

1. 

profit 

margin利润率 

11. 

curriculumvitae简历

2. 

go-slow怠工 

12. 

jobvacancies招聘

3. 

industrial 

action劳工行动13. 

sharecapital股份资本

4. 

listprice价格目录14. 

jobsecurity职业安全感

5. 

radio 

commercial广播商业15. 

publicawareness公关意识 

creditfacilities信贷机制 

16. 

maturitystage时机成熟

7. 

credit 

terms信贷条件17. 

costaccounting成本计算

8. 

financial 

statements财务报表18. 

intangibleassets无形资产

9. 

double-entry 

bookkeeping复式簿记19. 

penalty-pointsystem点罚系统

10. 

venture 

capital风险投资20. 

insidershare-dealing内部交易

第四部分写出下列词组的英文。

（20%）

1.董事会boardofdirectors2.销售代表SalesRepresentative3.销售渠道DistributionChannels4.制造业manufacturingindustry

5.损益表incomestatement6.资产负债表balancesheet7.市场份额marketshare8.自动售货机vendingmachine

9.商标brand10.行业工会tradeunion11.定期帐户fixedaccount12.促销Promotion

13.折扣率discountrate14.贸易赤字tradedeficits15.文化特征CulturalCharacteristics16.工作类型JobCategory

17.驾照drivinglicense18.成品endproduct19.文字信息Textmessages20.纯利netprofit

第五部分阅读下面的文章,回答问题。

Marketingtheoriststendtogivethewordproductaverybroadmeaning,usingittorefertoanythingcapableofsatisfyinganeedorwant.Thusservices,activities,people（politicians,athletes,filmstars）,places（holidayresorts）,organizations（hospitals,colleges,politicalparties）,andideas,aswellasphysicalproductscanusuallybeaugmentedbybenefitssuchascustomeradvice,delivery,creditfacilities,awarrantyorguarantee,maintenance,after-salesservice,andsoon.

Somemanufacturersusetheirname（the‘familyname’）foralltheirproducts,e.g.Philips,Colgate,Yamaha.Others,includingUnileverandProcter&

Gamble,marketvariousproductsunderindividualbrandnames,withtheresultthatmanycustomersareunfamiliarwiththenameofthemanufacturingcompany.Themajorproducersofsoappowders,forexample,arefamousfortheirmulti-brandstrategywhichallowsthemtocompeteinvariousmarketsegments,andtofillshelfspaceinshops,therebyleavinglessroomforcompetitors.Italsogivesthemagreaterchanceofgettingsomeofthecustomofbrand-switchers.

Mostmanufacturersproducealargenumberofproducts,oftendividedintoproductlines.Mostproductlinesconsistofseveralproducts,oftendistinguishedbybrandnames,e.g.arangeofsoappowders,oroftoothpastes.Severaldifferentitems（differentsizesormodels）maysharethesamebrandname.Together,acompany’sitems,brandsandproductsconstituteitsproductmix.Sincedifferentproductsarealwaysatdifferentstagesoftheirlifecycles,withgrowing,stableordecliningsalesandprofitability,andbecausemarkets,opportunitiesandresourcesareinconstantevolution,companiesarealwayslookingtothefuture,andre-evaluatingtheirproductmix.

Companieswhoseobjectivesincludehighmarketshareandmarketgrowthgenerallyhavelongproductlines,i.e.alargenumberofitems.Companieswhoseobjectiveishighprofitabilitywillhaveshorterlines,includingonlyprofitableitems.Yetmostproductlineshaveatendencytolengthenovertime,ascompaniesproducevariationsonexistingitems,oraddadditionalitemstocoverfurthermarketsegments.Additionstoproductlinescanbetheresultofeitherline-stretchingorline-filling.Line-stretchingmeanslengtheningaproductlinebymovingeitherup-marketordown-market,i.e.makingitemsofhigherorlowerquality.Thiscanbecarriedoutinordertoreachnewcustomers,toentergrowingormoreprofitablemarketsegments,toreacttocompetitors’initiative,andsoon.Yetsuchmovesmaycauseimageproblems:

movingtothelowerendofamarketdilutesacompany’simageforquality,whileacompanyatthebottomofarangemaynotconvincedealersandcustomersthatitcanproducequalityproductsforthehighend.Line-filling---addingfurtheritemsinthatpartofaproductrangewhichalinealreadycovers---mightbedoneinordertocompeteincompetitors’niches,orsimplytoutilizeexcessproductioncapacity.

Questions

1.Whydothebigsoappowderproducershaveamulti-brandstrategy?

2.Whydocompanies’productmixesregularlychange?

3.Whatfactorsinfluencethelengthofcompanies’productlines?

4.Whatarethepotentialdangersofline-stretching?

5.Whymightcompaniesundertakeline-filling?

第六部分将下面的短文翻译成中文。

Itmustberememberedthatquiteapartfromconsumermarkets（inwhichpeoplebuyproductsfordirectconsumption）thereexistsanenormousproducerorindustrialorbusinessmarket,consistingofalltheindividualsandorganizationsthatacquiregoodsandservicesthatareusedintheproductionofothergoods,orinthesupplyofservicestoothers.Fewconsumersrealizethattheproducermarketisactuallylargerthantheconsumermarket,sinceitcontainsalltherawmaterials,manufacturedpartsandcomponentsthatgointoconsumergoods,pluscapitalequipmentsuchasbuildingsandmachines,suppliessuchasenergyandpensandpaper,andservicesrangingfromcleaningtomanagementconsulting,allofwhichhavetobemarketed.Thereisconsequentlymoreindustrialthanconsumermarketing,eventhoughordinaryconsumersareseldomexposedtoit.

MBA英语

（二）课程考试答题纸

（2013年3月，郑州）

_____级_________班姓名_______学号_________成绩

第一部分根据下列定义写出英文单词或词组。

lineauthority

1._______________________2.___bonus

industrialaction

3._______________________4.___Purchase

brandswitcher

5._______________________6.___marketquotation

budget

7._______________________8.___profitstatement

creditcard

9._______________________10.___receivedividents

1.Anycompanythatprovidesgoodsorservicesforanotherone.

2.Theuseofaggressiveand/orquestionableaccountingtechniquesinordertoproduceadesiredresult,generallyhighearningspershare.

3.Adefinedsetofcustomerswhoseneedsacompanyplanstosatisfy.

4.Todivideamarketintodistinctgroupswhomightrequireseparateproductsandmarketingmixes.

5.Dividinganorganizationintodecision-makingunitsthatarenotcentrallycontrolled.

6.Themoneyacompanyplantospendindevelopingadvertisingandbuyingmediatime/space.

7.Temporaryborrowingofasumofmoney.

8.Marketingthenetworkoforganizations,includingmanufacturers,wholesalers,andretailers,thatdistributesgoodsorservicestoconsumers.

9.Negotiationsbetweenunionsandemployersontheirmember’swagesandworkingconditions.

10.Relationsbetweenemployersandemployees,managersandworkers.

利润率

__________________________11. 

______简历

怠工

__________________________12. 

______招聘

劳工行动

__________________________13. 

_____股份资本_

价格目录

__________________________14. 

____职业安全感

广播商业

__________________________15._______公关意识

信贷机制

6. 

_________________________ 

16. 

______时机成熟

信贷条件

_________________________ 

17. 

_____成本计算

财务报表

_________________________18. 

____无形资产

复式簿记

_________________________19. 

_____点罚系统

风险投资

_________________________20. 

________内部交易

boardofdirectors

1.___________________________11._______fixedaccount

salesrepresentative

2.___________________________ 

12._________promotion

distributionchannels

3.___________________________ 

13._________discountrate

manufacturingindustry

4.__________________________14._______t