實(shí)用文檔實(shí)用文檔ReadingPARTONE·Lookatthestatementsbelowandthetextonmobileadvertisingontheoppositepage.·Whichsection(A,B,CorD)doeseachstatement1-7referto?·Foreachstatement1-7,markoneletter(A,B,CorD)onyourAnswerSheet.·Youwillneedtousesomeoftheselettersmorethanonce.MobileAdvertisingTheNextBigThingAAdvertisingonmobilephonesisatinybusiness.Lastyearspendingonmobileadswas$871millionworldwideaccordingtolnformaTelecoms&Media,aresearchfirm,comparedwith$24billionspentoninternetadvertisingand$450billionspentonalladvertising.Butmarketersarehailingthemobilephoneasadvertising'spromisedland.Itisdestined,somesay,toreplacenotonlyinternetadvertising,thelatestfad,butalsotelevision,radio,printandbillboards,thefourtraditionalpillarsofthebusiness.BThe2.5billionmobilephonesaroundtheworldcanpotentiallyreachamuchbiggeraudiencethantheplanet'sbillionorsopersonalcomputers.Thenumberofmobilephonesinuseisalsogrowingmuchfasterthanthenumberofcomputers,especiallyinpoorercountries.Furthermore,mostpeoplecarrytheirmobilewiththemeverywhere”somethingthatcannotbesaidoftelevisionorcomputers.CYetthebiggestsellingpointofmobileadsiswhatmarketingtypescall'relevance'.Advertisersbelievethatabouthalfofalltraditionaladvertisingdoesnotreachtherightaudience.Butmobileadvertisingthroughtextmessagesisthemostfocused:ifmarketersusemobilefirms'profilesoftheircustomerscleverlyenough,theycantailortheiradvertisementstomatcheachsubscriber'shabits.DInSeptember,Blyk,anewmobileoperator,launchedaserviceinBritainthataimstodojustthat.Itofferssubscribers2]7freetextmessagesand43freeminutesofvoicecallspermonthaslongastheyagreetoreceivesixadvertisementsbytextmessageeveryday.Tosignupfortheservice,customersmustfilloutaquestionnaireabouttheirhobbiesandhabits.Soadvertiserscantargettheirmessagesveryprecisely.'Britainisthelargest,butalsothetrickiestEuropeanadmarket,soifitworkshereitwillworkeverywhere,'saysPekkaAla-Pietila,chiefexecutiveandoneofthefoundersofBlyk.1Customersarerewardedinreturnfortextmessageadvertisementsontheirmobilephones.2Atpresent,mobileadstakeasmallshareoftheadvertisingindustry.3Somepeopleareveryoptimisticaboutthefutureofmobileadvertising.4Mobilephonesaremoreaccessibletopeoplethancomputersare.5IfmobileadsturnoutsuccessfulinBritain,otherEuropeanmarketswillbeencouragedtodothesamething.6Mobileadvertisinghasaremarkableadvantageoftargetingexactlyitscustomers.7Internetisthenewestmeansofmakingadvertisements.PARTTWO·ReadthearticlebelowabouttheshortageoftalentinAsia.·Choosethebestsentencefromtheoppositepagetofilleachofthegaps.·Foreachgap1-5,markoneletter(A-G).·Donotuseanylettermorethanonce.·Thereisoneextraletterwhichyoudonotneedtouse.Asia'sSkillsShortageItseemsodd.Intheworld'smostpopulousregionthebiggestproblemfacingemployersisashortageofpeople.Asiahasmorethanhalftheplanet'sinhabitantsandishometomanyoftheworld'sfastest-growingeconomies.Butsomebusinessesarebeingforcedtoreconsiderjusthowquicklytheywillbeabletogrow,becausetheycannotfindenoughpeoplewiththeskillstheyneed.Inarecentsurvey,600ChiefexecutivesofmultinationalcompanieswithbusinessesacrossAsiawereinterviewed.(1)Itwastheirsecond-biggestheadacheinJapan(afterculturaldifferences)andthefourth-biggestinIndia(afterproblemswithinfrastructure,bureaucracyandwageinflation).Acrossalmosteveryindustryandsectoritwasthesame.OldAsia-handsmayfinditeasytounderstandwhythereissuchconcern.Theregion'srapideconomicgrowthhasfishedoutthepoolofavailabletalent,theywouldsay.(2)RecentgrowthinmanypartsofAsiahasbeensogreatthatithasrapidlytransformedthetypeofskillsneededbybusinesses.Schoolsanduniversitieshavebeenunabletokeepup.Thisisespeciallytrueforprofessionalstaff.Airlinesareoneexample.Manynewcarriersaresettingupandairlinesareofferingmoreservicestomeetdemand.(3)AccordingtoAlteonTraining,thecommercial-pilottrainingarmofBoeing,Indiahasfewerthan3000pilotstodaybutwillneedmorethan12000by2025.Chinawillneedtofindanaverageof2200newpilotsayearjusttokeepupwiththegrowthinairtravel,whichmeansitwillneedmorethan40000pilotsby2025.Inthemeantime,withbiginternationalairlinestrainingonlyafewhundredpilotsayear,Asianairlineshavetakentopoachingthem,oftenfromeachother.(4)ChinahasbeentryingtolurepilotsfromBrazil,amongotherplaces.WithsuchamismatchbetweensupplyanddemandinAsia'slabourmarkets,companieswillhavetobecomebetterathiringgoodstaffandkeepingthem.Thefirstpriorityistorealizethatretentionismoreimportantthanrecruitment.Butassomecompanieswillalwaysbebetteratthisthanothers,thejob-hoppingandpoachingaresettocontinueformanyyears,untileducationandtrainingcatchup.(5)Withouttalentedrecruitingpolicies,somefirmsmayendupscalingbacktheirboldAsiangrowth-plans.A、However,thereisalsoafailureofeducation.B、PhilippineAirlines,forinstance,lost75pilotstooverseasairlinesduringthepastthreeyears.C、Asitturnedout,theyrankedashortageofqualifiedstaffastheirbiggestconcerninChinaandSouth-eastAsia.D、Thereisalsoasevereshortageofgoodmanagers.E、Theconsequencesofthataredepressingandwilllimitthegrowth.F、But,inthemeantime,thereisadreadfulshortageofpilots.G、Asiahasmorethanhalftheplanet'sinhabitantsandishometomanyoftheworld'sfastest-growingeconomies.PARTTHREE·Readthearticlebelowaboutcorporatecultureontheoppositepage.·Foreachquestion1-6,markoneletter(A,B,CorD)onyourAnswerSheetfortheansweryouchoose.Thetermcorporateculturereferstoanorganization'svaluesystem.Managerialphilosophies,workplacepractices,andorganizationalnetworkareincludedintheconceptofcorporateculture.TysonFood'scorporatecultureisreflectedinthefactthateveryone”evenCEODonTysonwearsclothesofayellowishbrowncoloronthejob.Theleaderswhodevelopedthecompanyandthecorporateculturetypicallyshapethecorporateculture.Onegenerationofemployeespassesonacorporateculturetoneweremployees.Sometimesthisispartofformaltraining.NewmanagerswhoattendMcDonald'sHamburgerUniversitymaylearnskillsinmanagement,buttheyalsopickupthebasicsoftheorganization'scorporateculture.Employeescanabsorbcorporateculturethroughinformalcontactsaswell,bytalkingwithotherworkersandthroughtheirexperiencesonthejob.Corporateculturehasamajorimpactonthesuccessofanorganization.Inorganizationswithstrongcultures,everyoneknowsandsupportstheorganizations'objectives.Inthosewithweakcultures,noclearsenseofpurposeexists.Infact,theauthorsoftheclassicbookInSearchofExcellenceconcludedthepresenceofastrongcorporateculturewasthesinglecommonthreadamongmanydiversebuthighlysuccessfulcompaniessuchasGeneralElectricandMcDonald's.Asyoucanimagine,changingacompany'scorporateculturecanbeverydifficult.Butsomemanagerstrytodojustthatwhentheyfeelthecurrentcultureisweak,orwhentheorganization'sobjectiveschangeandtheoldculturenolongerfits.Sometimesthecompetitivesituationofacompanychanges.Forinstance,electricutilities,whichoncehadtheirprofitsguaranteedbypublicregulation,nowfacemorecompetitionthanever.FirmsthatwerecomfortablecompetingagainstotherAmericancompaniesnowfindthemselvesfightingcompetitorsfromoverseas,too.ManagementexpertPeterDuckersfeelsthat,ratherthantryingtochangeculture,managersshouldfocusonchangingemployeesandcorporatepractices,asfollows.·Definewhatresultsareneeded.Specifyinmeasurabletermswhattheorganizationordepartment,oroffice)needstoachieve.·Determinewheretheseresultsarealreadybeingachievedwithinthecurrentorganization.Analyzethedepartmentsthatarealreadyeffectiveandfindoutwhattheyaredoingdifferentlyfromtherest.·Determinewhattopmanagementcandotoencouragethesegoodresults.Duckerssuggeststhatexecutivesopenlyaskwhattheycandotohelp,andthendoit.·Changetherewardsystem”ordevelopanewone”torecognizetheseeffectivepractices.Whenemployeesrealizethattheorganizationreallydoesrewardthenewapproach,theywilladoptitmuchmorequickly.Whetheronewantstochangeanorganizationcultureornot,itisimportanttochoosemanagersandemployeeswhosepersonalstylesfittheorganization'sgoals.13Accordingtothepassage,corporatecultureA、meanstheculturalatmosphereinacompany.B、isestablishedbytopleadersandcan'tbechanged.C、involvesthecorevaluesofacompany.D、haslittleinfluenceontheperformanceofacompany.14InMcDonald'sHamburgerUniversity,newmanagersA、learnthecompany'scorporatecultureatlength.B、areonlyinterestedinlearningmanagementskills.C、learnallthenecessaryskillsandpracticesofthecompany.D、havechancestoknowaboutthecompany'scorporateculture15Ifanorganizationhasastrongcorporateculture.A、itcanbesureofachievinggreatsuccess.B、itwillbeassuccessfulasGeneralElectricandMcDonald's.C、itsstafftendtoworkforacommongoal.D、itmayhaveastronginfluenceonthemarket.16Onereasonwhysomemanagerstrytochangeacompany'scorporatecultureisthatA、theexistingcorporatecultureisverystrong.B、theytrytoadaptthecorporateculturetonewsituations.C、thecompanyisfacingalotofcompetition.D、theyarenotsoconservativeastheoldgeneration.17WhichofthefollowingisnotadvisedbyPeterDuckers?A、Evaluatingdifferentperformancesofvariousdepartments.B、Improvingthecommunicationamongmanagers.C、Determinewhatistobeachievedbytheorganization.D、Improvingtherewardsystemsoastoencouragenewpractices.18Whatisthewriter'spurposeinwritingthisarticle?A、Togivereaderssomefactualinformationaboutcorporateculture.B、Tocriticizemanagerswhotrytochangecorporateculture.C、ToargueagainstPeterDuckers'opinion.D、Topromotethecorporatecultureofsuccessfulcompanies.PARTFOUR·Readthetextbelowaboutdifferentkindsofconsumergoods.·ChoosethebestwordtofilleachgapfromA,B,CorDontheoppositepage.·Foreachquestion1-15,markoneletter(A,B,CorD).Inthefieldofmarketing,consumergoodsareclassedaccordingtothewayinwhichtheyare(1)Thetwomaincategoriesareconveniencegoodsandshoppinggoods.Twolessertypesarespecialtyandunsoughtgoods.Itmustbe(2)thatallofthesetypesarebasedonthewayshoppersthinkaboutproducts,notonthe(3)oftheproductsthemselves.Whatisregardedasaconvenience(4)inFrance(wine,forexample)maybeaspecialtyintheUnitedStates.Peopledonot(5)agreatdealoftimeshoppingforsuchconvenienceitemsasgroceries,newspapers,toothpaste,andcandy.Thebuyingofconveniencegoodsmaybedone(6),assomefamiliesbuygroceriesonceaweek.Sometimesconvenienceproductsareboughton(7):someonehasasuddendesireforasundaeonahotday.Ortheymaybepurchasedasemergencyitems.Shoppinggoodsareitemsforwhichcustomerssearch.They(8)prices,quality,andstyles,andmayvisitanumberofstores(9)makingadecision.Buyinganautomobileisoftendonethisway.Specialtygoodshavecharacteristicsthatimpelcustomerstomakespecialeffortstofindthem.Pricemaybenoconsideration(10)Specialtygoodscan(11)almostanykindofproducts.Normally,specialtygoodshaveabrandnameorotherdistinguishingcharacteristics.Unsoughtgoodsareitemsaconsumerdoesnot(12)wantorneedormaynotevenknowabout.(13)oradvertisingbringssuchgoodstotheconsumer'sattention.TheproductcouldbesomethingnewonthemarketastheSonyWalkmanoncewasoritmaybe(14)standardservices,suchaslifeinsurance,forwhichmostpeoplewillusuallynot(15)shopping.19A、producedB、providedC、purchasedD、promoted20A、emphasizedB、pointedC、decidedD、estimated21A、usageB、natureC、priceD、value22A、itemB、typeC、goodsD、thing23A、takeB、spendC、costD、waste24A、speciallyB、generallyC、routinelyD、slowly25A、spotB、actionC、presenceD、impulse26A、chooseB、constructC、compareD、compete27A、afterB、whileC、duringD、before28A、firstofallB、afterallC、atallD、aboveall29A、offerB、containC、coverD、include30A、personallyB、necessarilyC、especiallyD、really31A、PromotionB、IntroductionC、ObservationD、Competition32A、fairlyB、enoughC、moreD、well33A、troubleB、continueC、botherD、considerPARTFIVE·ReadthetextbelowaboutdeathbyoverworkinJapan.·Inmostofthelines1-12thereisoneextraword.Itiseithergrammaticallyincorrectordoesnotfitinwiththesenseofthetext.Somelines,however,arecorrect.·Ifalineiscorrect,writeCORRECT.·Ifthereisanextrawordintheline,writetheextrawordinCAPITALLETTERS.1、deathinthe1980sinJapan,wherelongworkinghoursarethenormthere.2、OfficialfiguressayitthattheJapaneseworkabout1780hoursayear,3、slightlylessthanAmericans(1800hoursayear),thoughmorethanGermans4、(1440).Butthestatisticsaremisleadingbecauseoftheydonotcount'freeovertime'5、(workthatanemployeeisobligedtoperformbutnotpaidfor).Itisbeingestimated6、thatoneinthreemenwhoaged30to40worksover60hoursaweek.Factory7、workersarriveearlyandstaylate,withoutanextrapay.Trainingatweekendsmaybe8、uncompensated.Duringthepast20yearsofeconomicinactivity,manycompanies9、havebeenreplacedfull-timeworkerswithpart-timeones.Regularstaffwhoremain10、arebenefitfromlifetimeemploymentbutfeelobligedtoworkextrahourslest11、theirpositionswillbemadetemporary.Culturalfactorsreinforcethesetrends.12、HardworkisrespectedasthecornerstoneofJapan'spost-wareconomicmiracle.Thevalueofself-sacrificeputsthebenefitofthegroupabovethatoftheindividual.Writing·Youarethetrainingmanagerofacompanywhichhaswonalargeexportorder.Youhavebeeraskedtoorganiseforeignlanguagetrainingforsomeofyourstaff.·Writeamemotostaff:·explainingwhythecoursesarenecessary,·sayingwhichmembersofstaffshouldattend,·announcingwhenthecourseswillstart.·Write40-50words.·Writeontheoppositepage.MEMOTo:SarahPetersonFrom.BrianMcKeethyDate:28September2008Subject:LanguageTraining[正確答案]?MEMOTo:StaffofMarketing,Sales,andShippingFrom:TrainingManagerDate:28September2008Subject:LanguageTrainingAsyouknow,wehavereceivedalargeexportorderforourmajorproduct,andservicingthatorderisgoingtorequireincreasedinternationalcommunication.IamthereforeorganisingcoursesinBusinessCorrespondenceandTelephoneEnglishforrelevantstaffinMarketing,Sales,andShipping.CoursesbeginnextMondayfrom4pmto6pm.Yourattendanceatthetrainingcoursesisrequested.·YouworkforaEuropeanbeveragedealer.Thefollowingtableshowstheconsumptionoffourtypesofsoftdrinksoverthepast].5years,revealingthecurrenttrendofthedrinkindustryinyourcountry.·Usingallyourhandwrittennotes,writeashortreport,emphasizingthemainbusinesschangesforyourcompany.·Write120-140words.[正確答案]?Thisreportdescribestrendsintheconsumptionofdifferenttypesofbeverageoverthepastdecadeandhalf.Fifteenyearsago,themostpopulardrinkswerejuice(35%)andsoda(38%),butby2005,consumptionofmineralwaterhadmorethantripledfrom6%to19%becauseofitsconvenience,whereastheconsumptionoficedteahadshrunkbyathird,despiteitsunshakenpopularityamongtheolderpopulation.Nodramaticchangesoccurredforsodaasawhole,butdietsodahasalmostcaughtupwithitssugaredtwinandtakenovernearlyhalfofthesodasales.Similarly,wefindarapidincreaseinsportsdrinksbutdecreasesinfreshjuiceandsquashwhichtakethejuicefamily,downby8percentagepoints.Ingeneral,juiceandsodaremainthemajorproductsinthemarket,withmineralwatercatchinguprapidly.三、SpeakingPARTTWOA:WHATISIMPORTANTWHEN...?Selectingstaffforoverseastraining:WorkexperienceCommandofthelanguageofthetargetcountrySuggestedIdeas:WorkexperienceWhenselectingstaffforoverseastraining,itisimportanttoconsidertheirworkperformance.Ifastaffmemberwhoseworkperformanceisoutstandingisselectedforoverseastraining,thiswillsetagoodexampleforotherstaffmembersandmayencouragethemtoimprovetheirworkperformance.Workperformancemayincludethefollowingaspects:beingfullyawareofone'sjobresponsibilities,performingtheseresponsibilitieswell,abidingbyallcompanyrulesandregulations,beingself-disciplined,alwaystakingtheinitiativeatwork.CommandofthelanguageofthetargetcountryThisisanotherthingtotakeintoconsiderationwhenselectingstaffforoverseastraining.AgoodcommandofthelanguageofthetargetcountryorEnglish(theinternationallanguageforbusiness)willenabletheselectedstaffmembertounderstandinstructionsgivenbytheoverseastrainer,participateinalltrainingactivities,andcommunicatewellwiththetrainerorothertrainees.B:WHATISIMPORTANTWHEN...?Conductingamarketanalysis:Targetedcustomers/clientsComparisonwithmajorcompetitorsSuggestedIdeas:Targetedcustomers/clientsWhenconductingamarketanalysis,itisimportanttomakeananalysisofthetargetedcustomers/clients.Thisanalysismayincludecollectionandanalysisofthefollowinginformationrelatedtothetargetedcustomers/clients:rangeoftheirage,theirsex,theirlikesanddislikes,theiraverageincome.Tocollecttheaboveinformation,thefollowingmeanscanbetried:tomakephonecallstotargetedcustomers/clients,toprepareaquestionnaireandsendittotargetedcustomer/clientsandrequestthemtocompleteitandsenditback,tosendtrainedstafftopayvisitstotargetedcustomers/clients.ComparisonwithmajorcompetitorsWhenconductingamarketanalysis,itisalsoimportanttomakeacomparisonwithmajorcompetitorswhoprovidesameorsimilarproducts/services.ThisComparisonmayincludethefollowingaspects:financialstrength,costefficiency,impactofadvertising,impactofpackaging,product/servicerange,specialfeaturesofproducts/services.C:WHATISIMPORTANTWHEN...?Aimingtoimprovecustomerservice:FindingoutcustomerneedsDealingwithcomplaintsefficientlySuggestedIdeas:FindingoutcustomerneedsWhenaimingtoimprovecustomerservice,itisimportanttofindoutcustomerneeds.Therearedifferentwaystocollectinformationrelatedtocustomerneeds:todesignaquestionnaireforcollectingmostinformationinrelationtocustomerneeds,totrainateamforcollectingandanalyzingtheinformation,membersoftheteamgointothestreets,subwaystations,orotherpublicplacestointerviewpeopleatrandomusingthedesignedquestionnaire.DealingwithcomplaintsefficientlyWhenaimingtoimprovecustomerservice,itisalsoimportanttodealwithcomplaintsefficiently.Thiscanbedoneindifferentways.tosetupahotlineforcustomerstomakecomplaints,totrainateamfordealingwithcustomercomplaints,membersoftheteamshouldbepatientandenthusiastic,theyshouldbetrainedtohavegoodtelephonemannersandinterpersonalskills,tomakesurethateverycomplaintmadebycustomersisdealtwithseriouslybytheteamandthecustomerwhohasmadeacomplaintisalwaysinformedofthefinalresult,i.e.howthecomplainthasbeendealtwith,tokeeparecordofallcomplaintsmadebycustomersandhowtheyhavebeendealtwith.Bytheendofeachyear,areportoncustomercomplaintsshouldsummarizewhatkindsofcomplaintsarecommoninthepastyear,analyzethereasonsforthesecomplaints,andsuggesteffectivewaysfordealingwiththesecomplaints.PARTTHREETaskSheet:OverseasOfficesYourcompanyneedstoopenoverseasofficesforexpanding