國開中央電大專科《商務英語1》形考任務單元自測1至8試題及答案7篇

國開中央電大專科《商務英語1》形考任務單元自測1至8試題及答案7篇

國開中央電大專科《商務英語1》形考任務單元自測1至8試題及答案(1)

國開(中央電大) 專科《人文英語 1》 網上形考(單元自測 1 至 8) 試題及答案

單元自測 1 Unit 1

題目為隨機， 用查找功能（Ctrl+F） 搜索題目

一、 選擇填空

[題目]— Hi! How are you doing. ？

— ________________

[答案] C. I" m doing well.

[題目]—Albert, this is Jim.

—______________ Jim. ？

[答案] B. How do you do,

[題目]—Hi, Wang Xin， nice to meet you!

—Hi, Liu Hui, _____________________

[答案] A. nice to meet you too.

[題目]—How about going to the class together. ？

—_______________

[答案] B. That sounds great.

[題目]—What is your major. ？

—_______________

[答案] C. Education.

[題目]Bai Mei don" t know Liu Hui, so Zhuang Hua _________ her to Liu Hui.

[答案] A. introduce

[題目]I _____________ an Open University student.

[答案] A. am

[題目]I enjoy__________ books in the library.

[答案] B. reading

[題目]I would _________ any weakness and any fear.

[答案] B. overcome

[題目]People can" t live without____________ sun.

[答案] C. the

[題目]She is ____________ General Manager of___________ big company.

[答案] B. the, a

[題目]Social workers should learn how to _________ people.

[答案] C. look after

[題目]They _____________ some social work at the weekends.

[答案] A. do

[題目]They work in the same company and they are __________ with each other.

[答案] B. familiar

[題目]When you feel _________, you should go to see a doctor.

[答案] A. sick

二、 翻譯題， 每題 10 分

操作提示： 通過題干后的下拉框選擇題目的正確答案。

1. Zhang Dan is good at swimming. (C)

[答案] C. 張丹擅長游泳。

2. She wanted to _set_ _up_ her own company to invest in films. (A)

[答案] A. 她想成立自己的公司投資電影。

3. I need to find out who helped me. (C)

[答案] C. 我得找出曾經幫助我的人。

4. He focused his mind on his lesson. (B)

[答案] B. 他把心思集中在功課上。

C. 他一直在做功課。

5. What time are you available. ？ (B)

[答案] B. 你什么時間有空？

二、 閱讀理解： 判斷正誤題（每題10分）

Hi, I am Zhao Xin from Beijing. I just enrolled at The Open University last month. Now

國開中央電大專科《商務英語1》形考任務單元自測1至8試題及答案(2)

國開(中央電大)專科《市場營銷學》網上形考任務1至4試題及答案

說明：試卷號碼：2175；

適用專業：電子商務，工商管理(工商企業管理方向)，工商管理(市場營銷方向)，旅游(酒店管理方向),旅游(旅游管理方向)，汽車(汽車營銷方向)。

形考任務1 試題及答案

一、判斷題

1.市場營銷就是推銷和廣告。[答案：錯]

2.生產觀念和產品觀念都屬于以企業產品為中心的經營思想，其區別在于前者注重質量，后者注重產量。[答案：錯]

3.從市場營銷學的角度來理解，市場是指買賣之間商品交換關系的總和。[答案：錯]

4.保護消費者權益是企業社會責任的重要內容。[答案：對]

5.企業戰略規劃的第一個步驟是確定企業目標。[答案：錯]

6.某企業一業務單位呈低市場增長率、高相對市場占有率，對它最適宜的投資策略是發展策略。[答案：錯]

7.香水制造商設法說服不用香水的婦女使用香水，這是運用了市場滲透策略。[答案：錯]

8.企業市場營銷管理的目的在于使企業的活動與外部環境的發展變化相適應。[答案：對]

9.市場營銷組合這一概念是由美國的杰羅姆.麥卡錫教授首先提出來的。[答案：對]

10.某拖拉機公司以前向橡膠和輪胎公司采購所需輪胎，現決定自己辦廠生產輪胎。這就實現了前向一體化。[答案：錯]

11.微觀環境與宏觀環境之間是一種并列關系，微觀環境并不受制于宏觀環境，各自獨立地對企業的營銷活動發揮著影響作用。[答案：錯]

12.消費需求變化中最活躍的因素是個人可支配收入。[答案：錯]

13.隨著經濟的發展，人們的文化生活日益豐富，這對書刊、報紙等文化產品的行業來說是一種市場機會。[答案：對]

14.在無需求的狀態下，企業營銷的任務是進行刺激性營銷；在需求下降的情況下，企業則應實行恢復性營銷。[答案：對]

15.恩格爾系數越高，人們的生活水平越高；反之，恩格爾系數越小，人們的生活水平越低。[答案：錯]

16.國外一些廠商常花高價請明星們穿用他們的產品，可收到顯著的示范效應。這是利用了社會階層對消費者的影響。[答案：錯]

17.馬斯洛的需求層次論認為，人類的需要可以由低到高順序排列成不同的層次，在不同時期各種需要對行為的支配力量不同。[答案：對]

18.生產廠家對皮革的需求，取決于消費品市場上人們對皮鞋、皮包、皮箱等皮革制品的的需求，有人把這種特征稱為引申需求。[答案：對]

19.顧客的信念并不決定企業和產品在顧客心目中的形象，也不決定他的購買行為。[答案：錯]

20.消費品盡管種類繁多，但不同品種甚至不同品牌之間不能相互替代。[答案：錯]

二、單項選擇題

21.工商企業的市場營銷工作最早是以( )為指導思想的。

產品觀念

生產觀念

推銷觀念

市場營銷觀念

[答案：生產觀念]

22.市場營銷觀念的中心是( )。

制造大量產品并推銷出去

發現需求并設法滿足它們

推銷已經生產出來的產品

制造質優價廉的產品

[答案：發現需求并設法滿足它們]

23.營銷在公司中最理想的地位是( )。

顧客作為核心功能

顧客作為核心功能和營銷作為整體功能

營銷作為主要功能

營銷作為一個比較重要的功能

[答案：顧客作為核心功能和營銷作為整體功能]

24.在市場營銷的初創階段，其主要研究內容是：( )

制定適宜的產品價格

推銷與廣告的方法

如何提高生產效率

如何改進產品質量

[答案：推銷與廣告的方法]

25.市場營銷組合是指( )。

對企業可控的各種營銷因素的組合

對影響價格因素的組合

對企業宏觀環境因素的組合

對企業微觀環境因素的組合

[答案：對企業可控的各種營銷因素的組合]

26.戰略環境因素變化的結果，對企業及其活動形成有利的條件是( )。

市場機會

環境威脅

成本優勢

市場利潤

[答案：市場機會]

27.適應企業界解決問題的需要，這是IBM公司為自己規定的( )。

企業的短期目標

企業的任務

企業的計劃

企業的經營策略

[答案：企業的任務]

28.對明星類的業務單位，可供選擇的投資策略應是( )。

收縮策略

維持策略

放棄策略

發展策略

[答案：發展策略]

29.以下哪一個不是密集性增長戰略的實現途徑：( )。

市場開發

同心多角化

產品開發

市場滲透

[答案：同心多角化]

30.當企業面臨環境威脅時，可通過各種方式限制或扭轉不利因素的發展，這就是( )策略。

轉移

減輕

競爭

對抗

[答案：對抗]

31.市場營銷環境是影響企業營銷活動的( )的因素和力量，包括宏觀環境和微觀環境。

可改變

不可控制

不可捉摸

可控制

[答案：不可控制]

32.消費者個人收入中扣除稅款和非稅性負擔之后所得的余額叫做( )。

個人全部收入

個人可任意支配的收入

個人可支配收入

人均國民收入

[答案：個人可支配收入]

33.某啤酒公司準備開發某地市場，調查后發現，該地的人不喜歡喝啤酒。對此，企業市場營銷的任務是實行( )。

扭轉性營銷

刺激性營銷

恢復性營銷

協調性營銷

[答案：扭轉性營銷]

34.以下哪一項不屬于市場營銷宏觀環境的范疇？( )。

競爭者

政治環境

社會文化環境

經濟環境

[答案：競爭者]

35.分析影響消費者行為的內在心理因素的目的是為了( )。

采取適當的營銷策略技巧，以誘導消費者作出對企業有利的購買決策

了解消費者的經濟承受能力

降低調研成本

區分不同階層消費者以滿足他們不同的需要

[答案：采取適當的營銷策略技巧，以誘導消費者作出對企業有利的購買決策]

36.( )是生產者購買決策過程的起點。

確認需求

接受供應企業的報價

尋找和判斷潛在的供應來源

說明需求項目的特點和數量

[答案：確認需求]

37.小劉計劃購買一臺電腦，但他既缺乏電腦方面的知識，又不了解有關的市場情況，對他這樣的消費者，企業當務之急的營銷措施是( )。

適時傳遞有關產品的信息

保證一定的存貨水平

大幅度降低產品的價格

贈品銷售

[答案：適時傳遞有關產品的信息]

38.消費者初次購買差異性很大的耐用消費品時發生的購買行為屬于( )。

經常性購買

探究性購買

多變型

選擇性購買

[答案：探究性購買]

39.下列因素中哪個不是影響生產者購買決策的主要因素？

文化

個人

組織

環境

[答案：文化]

40.消費者的購后評價主要取決于( )。

產品質量和性能發揮狀況

付款方式

他人態度

贈品優惠

[答案：產品質量和性能發揮狀況]

三、多項選擇題

41.按照社會市場營銷銷觀念，企業制定市場營銷策略時，應兼顧( )。

市場需求

社會整體利益

競爭者的反應

企業內部條件

企業利潤

[答案：市場需求；社會整體利益；企業利潤]

42.以下哪些內容屬于企業需承擔的社會責任？( )

使消費者獲得免費贈品的權利

使消費者具有自由選擇產品的權利

使消費者具有申訴的權利

使消費者獲得有關產品的充分信息的權利

使消費者獲得安全的產品與服務的權利

[答案：使消費者具有自由選擇產品的權利；使消費者具有申訴的權利；使消費者獲得有關產品的充分信息的權利；使消費者獲得安全的產品與服務的權利]

43.企業的任務報告應當做到以下幾點：( )

貫徹市場營銷觀念

鼓舞人心

切實可行

確定營銷費用

利潤指標明確

[答案：貫徹市場營銷觀念；鼓舞人心；切實可行]

44.密集性增長戰略具體的實現途徑主要有( )。

產品開發

市場開發

市場滲透

差異化營銷

價格折扣

[答案：產品開發；市場開發；市場滲透]

45.下列因素中，企業可控制的因素是( )。

地點

政策

價格

產品

競爭者

[答案：地點；價格；產品]

46.以下屬于市場營銷微觀環境范疇的有( )。

社會文化環境

經銷商

經濟環境

競爭者

政治環境

[答案：經銷商；競爭者]

47.下列商品或服務的購買對我國城市居民來說，哪些屬于個人可任意支配收入項下的開支？( )

遠程旅游

打保齡球

美容

電視機

蔬菜

[答案：遠程旅游；打保齡球；美容]

48.消費者購買行為中，探究性購買一般有哪些特點？( )

消費者對所需要的商品很不了解

消費者一般對該類商品沒有購買經歷

不必花費很多時間收集商品信息

商品差異不大

商品一般價格高，購買頻率低

[答案：消費者對所需要的商品很不了解；消費者一般對該類商品沒有購買經歷；商品一般價格高，購買頻率低]

49.研究生產者購買行為時應做到( )。

分析購買決策各階段的特征

有針對性地制定營銷方案

研究影響購買決策的因素

了解誰參加購買決策

了解購買行為的類型

[答案：分析購買決策各階段的特征；有針對性地制定營銷方案；研究影響購買決策的因素；了解誰參加購買決策；了解購買行為的類型]

50.在飽和需求狀態下，實行保持性營銷策略的主要措施有( )。

努力維持現有的需求水平

提高產品價格

保持產品質量的穩定

嚴格控制成本

增加投資

[答案：努力維持現有的需求水平；保持產品質量的穩定；嚴格控制成本]

形考任務2 試題及答案

一、判斷題

1.市場信息就是消費者的需求信息。[答案：錯]

2.內部辦公系統提供的是結果數據，而營銷情報系統則提供即時發生的數據。[答案：對]

3.問卷中問題的安排應先易后難，有簡單到復雜，由淺入深。[答案：對]

4.電話調查法回應率高，可以很快給出有效答案，是迅速收集信息的最好方法。[答案：錯]

5.搜集二手資料的主要方法是文案調查法。[答案：對]

6.公司最直接的競爭者是那些同一行業統一戰略群體的公司。[答案：對]

7.差異優勢競爭戰略是通過充分認識自己的優勢、集中發揮自身優勢取勝的競爭戰略。[答案：錯]

8.企業通常以與本企業相似的競爭者為進攻的目標。[答案：對]

9.市場領先者戰略的核心是進攻。[答案：錯]

10.采用跟隨策略的缺點在于風險很大。[答案：錯]

11.消費者購買行為的特征不能作為細分變數。[答案：錯]

12.如果市場上所有顧客在同一時期偏好相同，對營銷刺激的反應也相近，宜實行無差異性市場策略。[答案：對]

13.避強定位策略要求企業必須具有與競爭對手不相上下的的競爭能力。[答案：錯]

14.差異性市場策略的最大缺點是風險較大。[答案：錯]

15.生產者市場的標準與消費者市場細分是一樣的。[答案：錯]

16.經營者除了提供質量合格的產品，還必須提供相應的附加服務，如保養、售后服務等，這是產品整體概念的一部分，很有必要。[答案：對]

17.某攝影用品公司經營照相機、攝影器材、沖洗藥品等，其中照相機就是一個產品線，在相機這類產品中，海鷗DF相機就是一個產品項目。[答案：對]

18.品牌是一種集合概念，蘊涵著豐富的市場信息，其中最持久并且揭示了品牌間差異的實質性的是品牌的利益。[答案：錯]

19.一個設計出色的產品包裝，不但可以保護產品，還可以增加商品本身的價值，進而增加企業的利潤。[答案：對]

20.每一種產品都需經歷介紹期、成長期、成熟期和衰退期等四個階段。[答案：錯]

二、單項選擇題

21.一個由人、機器和程序組成，為營銷決策者收集、挑選、分析、評估和分配其所需要的、及時的和準確的信息綜合系統就是( )。

企業生態環境系統

市場營銷調研系統

市場營銷組織系統

市場營銷信息系統

[答案：市場營銷信息系統]

22.以下哪一個不屬于企業內部的信息來源？( )

會計記錄

政府發布的經濟公報

企業的經濟活動分析材料

企業的市場預測資料

[答案：政府發布的經濟公報]

23.問卷設計中有這樣一個問句：您是否經常購買啤酒？，這個問句存在什么問題？( )

沒有不妥

問題過于簡短

用詞不確切

問題具有引導性

[答案：用詞不確切]

24.本調查是為了了解某市上網人口數、上網人口的特性、上網方式、上網時間以相關網絡行為，以了解網絡使用人口的組成特性與使用狀況，這項調研屬于( )。

探索性調研

描述性調研

因果分析調研

預測性調研

[答案：描述性調研]

25.市場營銷調研的第一步是( )。

收集信息

確定一個抽樣計劃

確定問題研究目標

進行調研設計

[答案：收集信息]

26.一個企業若要識別其競爭者，通常可從以下( )方面進行。

分銷渠道

利潤

產業和市場

目標和戰略

[答案：產業和市場]

27.( )通過以優質的產品和高水平的服務贏得顧客和公眾取得競爭優勢。

集中優勢競爭戰略

高質量競爭戰略

差異優勢競爭戰略

情報分析中心

[答案：高質量競爭戰略]

28.當一個企業規模較小，人力、物力、財力都比較薄弱時，應當采取( )競爭策略。

專業化生產和經營

防御策略

進攻策略

市場多角化

[答案：專業化生產和經營]

29.市場領先者擴大市場需求量的途徑是( )。

保持市場份額

以攻為守

開辟產品的新用途

正面進攻

[答案：開辟產品的新用途]

30.為了掌握及時準確的競爭者情報，企業需要建立( )。

超大型數據庫

情報分析中心

云市場信息系統

自己的市場信息系統

[答案：自己的市場信息系統]

31.同一細分市場的顧客需求具有( )。

較多的共同性

較少的共同性

較少的共同性

絕對的共同性

[答案：較多的共同性]

32.某服裝企業將消費者市場分為傳統型、新潮型、節儉型奢靡型等，這是依據( )所做的細分。

地理因素

地理因素

心理因素

購買行為因素

[答案：心理因素]

33.避強定位策略的主要優點是( )。

有利于企業占據較佳的市場位置

有利于提高產品的質量

有利于提高企業管理水平

使企業較快速地在市楊上站穩腳跟，市場風險較小

[答案：使企業較快速地在市楊上站穩腳跟，市場風險較小]

34.無差異性策略的最大優點是( )。

市場適應性強

成本的經濟性

需求滿足程度高

市場占有率強

[答案：成本的經濟性]

35.市場細分最重要的作用體現在( )。

有利于企業擴大生產規模

有利于處理好與中間商的關系

有利于企業提高技術研發能力

有利于企業發現和比較市場機會

[答案：有利于企業發現和比較市場機會]

36.某服裝廠原來只生產高檔服裝，后來規模擴大，開始增加生產中檔和抵擋服裝，這種產品組合策略屬于( )。

雙向延伸

向上延伸

縮減策略

向下延伸

[答案：向下延伸]

37.寶潔公司為其擁有的不同的美發護發產品分別制定了不同的品牌，在中國市場上，該公司擁有飄柔、海飛絲、潘婷、沙宣和伊卡璐等五大品牌。寶潔公司采取的商標策略是( )。

推進商標策略

類似商標策略

等級商標策略

家族商標策略

[答案：家族商標策略]

38.以下關于包裝的說法哪個是不對的？( )

包裝對顧客要有吸引力

包裝要與其商品的性質及風格一致

包裝要易裝運、儲放

包裝越精美越好

[答案：包裝越精美越好]

39.以下哪一個不應是優選最佳新產品構想的依據？( )

新產品的獲利情況

新產品的體積大小

未來的市場潛量

新產品的成本與設備能力情況

[答案：新產品的體積大小]

40.在新產品開發過程的第一個階段，營銷部門的主要責任是( )。

搜集構想

評核與篩選

進行環境分析

進行營業分析

[答案：搜集構想]

三、多項選擇題

41.二手資料的信息來源有( )。

報刊、書籍

內部來源

原始資料

政府刊物

商業資料

[答案：報刊、書籍；內部來源；政府刊物；商業資料]

42.以下屬于調研方案設計需要確定的問題的是( )。

企業的市場定位

調研項目預算

需要回答什么問題

何時收集信息

如何收集信息

[答案：調研項目預算；需要回答什么問題；何時收集信息；如何收集信息]

43.以下哪幾個是市場領先者的策略？( )

正面進攻

陣地防御

開辟產品的新用途

提高市場占有率

季節折扣

[答案：陣地防御；開辟產品的新用途；提高市場占有率]

44.補缺基點的特征主要有( )。

企業具有占據該補缺基點所必需的資源和能力

產品的需求具有較強的季節性

生產和消費都比較集中

有足夠的市場潛量和購買力

對主要競爭者不具有吸引力

[答案：企業具有占據該補缺基點所必需的資源和能力；有足夠的市場潛量和購買力；對主要競爭者不具有吸引力]

45.除了對某些同質商品外，消費者的需求總是各不相同的，這是由消費者的( )等差異所決定的。

個性

購買行為

文化背景

地理位置

年齡

[答案：個性；購買行為；文化背景；地理位置；年齡]

46.地理細分變數有( )。

生活方式

氣候

地形

人口密度

城鄉

[答案：氣候；地形；人口密度；城鄉]

47.包裝的作用表現在( )。

增加產品的實用性

保護產品

傳遞產品信息

便于識別商品

方便使用

[答案：保護產品；傳遞產品信息；便于識別商品；方便使用]

48.企業在市場定位過程中，( )。

要選擇本企業產品的特色和獨特形象

要研究目標顧客對該產品各種屬性的重視程度

要避開競爭者的市場定位

要了解競爭產品的市場定位

要充分強調本企業產品的質量優勢

[答案：要選擇本企業產品的特色和獨特形象；要研究目標顧客對該產品各種屬性的重視程度；要了解競爭產品的市場定位]

49.企業針對成熟期的產品所采取的市場營銷策略，一般來說可采取的途徑是( )。

鞏固老用戶

開發新市場

立即停止生產

重點宣傳企業信譽

開發新產品

[答案：鞏固老用戶；開發新市場；重點宣傳企業信譽；開發新產品]

50.新產品開發需要優選最佳產品構想，選擇的依據是( )。

未來的市場潛量

新產品的獲利情況

新產品的原料來源保證情況

新產品的成本與設備能力情況

[答案：未來的市場潛量；新產品的獲利情況；新產品的原料來源保證情況；新產品的成本與設備能力情況]

形考任務3 試題及答案

一、判斷題

1.在競爭激烈的情況下，為了與同行和平共處，適于采用隨行就市定價法。[答案：對]

2.成本導向定價法的缺點是不能反映市場需求狀況和競爭狀況。[答案：對]

3.當企業以利潤最大化為定價目標時，其價格往往定得很高，以求在最短的時間內取得最大利潤。[答案：錯]

4.產品的需求價格彈性與產品本身的獨特性和知名度密切相關，越是獨具特色和知名度高的產品，需求彈性越大，反之，則需求彈性越小。[答案：對]

5.對于互補產品的定價原則是同高同低。[答案：錯]

6.分銷渠道的存在是為解決因生產與消費的分離而產生的產品數量、品種、時間、地點和所有權等方面的矛盾。[答案：對]

7.生產企業在特定的市場里，選擇幾家批發商或零售商銷售特定的產品，這就是選擇性銷售。[答案：對]

8.真正折扣商店以低價銷售產品，所以其經營的產品品質一般不會很高。[答案：錯]

9.直效營銷有助于企業降低經營成本。[答案：對]

10.消費品分銷渠道的主要類型是直接式渠道。[答案：錯]

11.公共關系是一項短期的促銷方式。[答案：錯]

12.企業進行有效溝通的第一步就是找出目標接受者。[答案：對]

13.促銷的實質是商品交換。[答案：錯]

14.銷售促進適用于品牌忠誠性較強的消費者。[答案：錯]

15.網絡營銷的目的，是利用各種互聯網工具為企業營銷活動提供有效的支持。[答案：對]

16.關系營銷就是企業要經常單向地向顧客發送信息，以此來影響顧客的購買行為。[答案：錯]

17.數據庫營銷的運作的第一步是數據存儲。[答案：錯]

18.綠色營銷是以滿足消費者的利益為目的、以保護企業利益為宗旨的營銷模式。[答案：錯]

19.行動式營銷通過偶像、角色來激發消費者，使其生活形態得以改變，從而實現產品的銷售。[答案：對]

20.當產品處于其生命周期的介紹期時，促銷策略的重點是認識了解商品，提高知名度。[答案：對]

二、單項選擇題

21.以下屬于需求導向定價法的有( )。

理解價值定價法

追隨定價法

隨行就市定價法

成本加成定價法

[答案：理解價值定價法]

22.當企業有意愿與同行和平共處而且自身產品成本的不確定因素又較多時，企業往往會采取( )的定價方法。

理解價值定價法

隨行就市定價法

密封遞價法

邊際成本加成法

[答案：隨行就市定價法]

23.一般說來，產品最低價格取決于( )。

產品的成本費用

相關產品的價格

產品的市場需求

替代產品的價格

[答案：產品的成本費用]

24.在以下哪種情況下，企業宜采取薄利多銷策略？( )

產品缺乏需求彈性即E＜l時

產品富于需求彈性即E＞l時

產品具有一般需求彈性即Ｅ＝1時

產品是生活必需品

[答案：產品富于需求彈性即E＞l時]

25.在市場對產品價格極為敏感、企業的生產成本和經營費用會隨生產經營的增加而下降，低價不會引起實際和潛在的競爭，企業宜對此產品采用( )

中間定價

理解價值定價

滲透定價

撇脂定價

[答案：滲透定價]

26.在工業品(特別是單位價值較高的工業品)銷售中，( )模式占主要地位。

直接渠道

長渠道

間接渠道

寬渠道

[答案：直接渠道]

27.下列情況下的( )類產品宜采用最短的分銷渠道。

單價低、體積小的日常用品

處在成熟期的產品

生產集中、消費分散的產品

技術性強、價格昂貴的產品

[答案：技術性強、價格昂貴的產品]

28.以下哪一項不是批發商的職能？( )。

溝通產消信息

延長產品的生命周期

承擔市場風險

集散商品

[答案：延長產品的生命周期]

29.下面哪種方式不屬于直效營銷？( )

電視營銷

店鋪營銷

電話營銷

目錄營銷

[答案：店鋪營銷]

30.渠道成員之間彼此獨立，各為其利，條件合適便達成購銷交易，不合適便各自獨自行動，這種松散的銷售網絡結構稱之為( )

所有權式垂直分銷渠道結構

管理式垂直分銷渠道結構

契約式垂直分銷渠道結構

個別式分銷渠道結構

[答案：個別式分銷渠道結構]

31.整合營銷溝通的目的是( )

整合溝通內容

建立起品牌與消費者之間的長期關系

提高溝通效率

整合溝通資源

[答案：建立起品牌與消費者之間的長期關系]

32.制造商推銷價格昂貴、技術復雜的機器設備時，適宜采取( )的方式。

經銷商商品陳列

廣告宣傳

人員推銷

營業推廣

[答案：人員推銷]

33.哪種促銷方式是一種能見度最高的公共溝通方式，受眾面廣，并在一定范圍表現為無差異地提供信息，許多人共同接受同樣的信息？( )

銷售促進

人員推銷

公共關系

廣告

[答案：廣告]

34.以下哪個不是廣播媒體的優越性？( )。

制作簡單、費用較低

傳播迅速、及時

聽眾廣泛

針對性強，有的放矢

[答案：針對性強，有的放矢]

35.以下不屬于銷售促進方式的是哪一項？( )

上門推銷

優惠券

贈品促銷

訂貨會與展銷會

[答案：上門推銷]

36.以下哪個不是網絡營銷的手段？( )

網上商店

搜索引擎注冊與排名

商品展銷會

交換鏈接

[答案：商品展銷會]

37.關系營銷的本質特征不包括( )。

更快地達成交易

雙向互動的溝通

即時的信息分享

多贏的營銷活動

大規模定制的內涵是( )。

[答案：更快地達成交易]

38.一種產品或服務滿足絕大多數消費者的需要

產品品種的多樣化

個性化的產品和服務的大規模生產

不同的產品或服務滿足不同消費者的需要

[答案：個性化的產品和服務的大規模生產]

39.以下哪一個不屬于企業體驗營銷的策略？( )

直接營銷

情感式營銷

思考式營銷

感官式營銷

[答案：直接營銷]

40.以下哪一個不是綠色產品的特征？( )

產品既能滿足消費者的需求，又能達到有關環保和安全衛生的標準

采用綠色包裝和綠色標志

產品盡可能減少資源的消耗，更多地利用再生資源

產品質優價廉，有良好的售后服務

[答案：產品質優價廉，有良好的售后服務]

三、多項選擇題

41.以下哪種價格形式屬于差別定價？( )

在節假日或換季時機舉行的大甩賣、酬賓大減價等活動

對不同花色、不同款式的同種商品所定的不同價格

劇院里不同位置的座位的票價不同

公園門票對某些社會成員給予優惠

對大量購買的顧客所給予的優惠

[答案：對不同花色、不同款式的同種商品所定的不同價格；劇院里不同位置的座位的票價不同]

42.影響產品需求價格彈性的因素很多，在以下哪種情況下產品的需求價格彈性最小？( )

與生活關系密切的必需品

與生活關系不十分密切且競爭產品多的非必需品

缺少替代品且競爭產品也少的產品

用途很多的產品

知名度高的名牌產品

[答案：與生活關系密切的必需品；與生活關系不十分密切且競爭產品多的非必需品;知名度高的名牌產品]

43.以下( )情況下，新產品可采取滲透定價策略?

新產品無明顯特色，且市場已被他人領先

生產和分銷成本有可能隨產量和銷量的擴大而降低

新產品競爭激烈

產品需求的價格彈性小

新產品有顯著優點

[答案：新產品無明顯特色，且市場已被他人領先；生產和分銷成本有可能隨產量和銷量的擴大而降低；新產品競爭激烈]

44.價格折扣主要有( )等類型。

業務折扣

季節折扣

數量折扣

現金折扣

贈品銷售

[答案：業務折扣；季節折扣；數量折扣；現金折扣]

45.短渠道的好處是( )。

有利于杜絕假冒偽劣

產品上市速度快

市場信息反饋快

節省流通費用

產品市場滲透能力強、覆蓋面廣

[答案：產品上市速度快；市場信息反饋快；節省流通費用]

46.下列哪種情況適宜采取普遍性銷售策略？( )

產品技術性強

產品潛在的消費者或用戶分布面廣

產品易腐易損，需求時效行強

企業生產量大、營銷能力強

產品體積大

[答案：產品潛在的消費者或用戶分布面廣；企業生產量大、營銷能力強]

47.具備下列哪些條件時，企業可選擇直接式渠道？( )

產品易腐易損，需求時效性

產品技術性強

市場需求范圍廣

中間商實力強、信譽高

消費者或用戶一次需求批量大

[答案：產品易腐易損，需求時效性；產品技術性強；消費者或用戶一次需求批量大]

48.影響分銷渠道設計的因素有( )。

企業特性

產品特性

競爭特性

環境特性

顧客特性

[答案：企業特性；產品特性；競爭特性；環境特性；顧客特性]

49.影響企業促銷組合和促銷策略的因素很多，主要應考慮的因素有( )。

產品生命周期的階段

市場細分

現實和潛在顧客的狀況

產品類型與特點

推或拉的策略

[答案：產品生命周期的階段；現實和潛在顧客的狀況；產品類型與特點；推或拉的策略]

50.以下哪種情況適宜采用人員推銷？( )

價格昂貴的產品

企業推銷能力強

企業產品只在某幾個市場銷售

技術性強，消費者和用戶集中

當產品處于介紹期時

[答案：價格昂貴的產品；企業推銷能力強；企業產品只在某幾個市場銷售；技術性強，消費者和用戶集中]

形考任務4 試題及答案

一、案例設計與分析(15分)(請將答案以附件的形式提交，在在線輸入框中輸入見附件)

請上網(或通過其他方式，如報紙、雜志等)查找一篇市場營銷學方面的案例，將其復制在本次作業上，就你所選擇的案例提出1~2個問題，并做出分析或判斷。(分析部分不少于500字)(評分標準：案例5分，問題5分，分析5分)

【注：(1)學生可以自行采集案例，但須保證案例的真實性；(2)不得選用本課導學和網絡課程提供的案例)】

參考答案：

在80年代和90年代初，罐頭在中國市場上有很大的銷量，尤其是水果罐頭，更是受到廣大消費者的喜愛。在汕頭有一罐頭廠，以生產橘子罐頭出名，但是剩下的橘子皮一直沒有很好的方法處理，于是便將橘子皮以九分錢一斤的價格送往藥品收購站銷售，但依然十分困難。他們思考難道橘子皮只能入中藥做成陳皮才有用?經過一段時間的研究，他們終于開發出“珍珠陳皮“這一新用途，可將其用做小食品．而且這種小食品具有養顏、保持身材苗條等功能。牋牋?以何種價格銷售這一產品？經市場調查發現，婦女和兒童尤其喜歡吃零食，且在此方面不吝花錢，但懼怕吃零食會導致肥胖，而珍珠陳皮正好解其后顧之憂，且市場上尚無同類產品。于是，他們決定每15克袋裝售價1元，合33元一斤，投放市場后，該產品銷售火爆。

(1)該企業采取了何種定價策略？

答：這一案例運用了新產品定價策略中的撇脂定價策略，撇脂定價是指產品在生命周期的最初階段，把產品價格定得很高以攫取最大利潤。本案例中，罐頭廠將“珍珠陳皮”一新產品定價為33元／斤的高價，能最大限度地為企業賺取利潤。

(2)為什么要采用這種策略？

答：采取撇脂定價是因為：(1)“珍珠陳皮”這種小食品生命周期短，生產技術一般比較簡單，易被模仿，即使是專利產品，也容易被競爭者略加改進而成為新產品，故應在該產品生命周期的初期，趁競爭者尚未進入市場之前獲取利潤，來盡快彌補研制費用和收回投資。(2)“珍珠陳皮”之所以敢采取撇脂定價策略，還因為有如下保證：①市場需求較大；②產品質量較高，配科和包裝均較考究；②產品迎合了消費者追求健美的心理，既能防止肥胖，又可養顏；④產品是新產品。

(3)若低價銷售是否能獲得與高價同樣多甚至更多的利潤？

答：在此案例中，企業不能制訂低價，否則將導致利潤大量流失，因為若實行低價，一方面無法與其他廉價小食品區分開來，需求量不一定能比高價時大，另一方面該食品生產工藝并不復雜，很快就會有競爭者進入，采取低價格根本就無法收回投資。

二、論述題(5分)(請將答案以附件的形式提交，在在線輸入框中輸入見附件)

在以下題目中任選一題，提出自己的觀點，進行分析論述。要求：觀點明確，論證充分，文字簡練。不少于300字。

1.當消費者購買洗衣機時，有的人會以洗衣機的潔衣能力、操作的簡便性為依據決定是否購買，而有的人是因為洗衣機的外觀漂亮、售后服務好購買，這是為什么呢？研究消費者購買行為的這一特性，對企業營銷有什么意義？

2.是不是所有的競爭對手都是企業的敵人？如果不是，試說明競爭對手能為企業帶來哪些好處？

3.高檔產品才是優質產品的觀點是否正確？為什么？

4.商品的降價競爭尤其適合于需求價格彈性較大的商品，你對這句話是如何認識的？

答：造成這種現象主要是因為消費者在購買商品時追求的利益是不同的，也就是購買著眼點不同。這是由影響購買行為的這種因素決定的。企業必須要研究消費者購買行為的這一特性，可以根據這種分析進行市場細分，從中選擇自己的目標市場，也可以為不同追求的消費者分別設計、提供不同的產品，達到擴大市場的目的。

國開中央電大專科《商務英語1》形考任務單元自測1至8試題及答案(3)

拿答案：1144766066
1.——Hello,I"m John Taylor,the General Manager.And you must be......
——? ?? ?? ?? ?? ?? ?? ?? ?
A. Daniel Anderson.
B. Nice to meet you.
C. I"m a secretary.
【答案】：Daniel Anderson.
2.— Could you give me an example of good team working there?
—
A. Sorry. I can see from your resume.
B. Not at all. I was in charge of sales for Corporate Pan-Asia.
C. Sure. I was the treasurer of the Students’ Union.
【答案】：Sure. I was the treasurer of the Students’ Union.
3.—— We had a very small budget and I had to make decisions on what to buy.
——? ?? ?? ?? ?? ?? ?so you"re a good planner.
A. Very impressive
B. Really small
C. It"s a pity.
【答案】：Very impressive
4.The company’s Human Resources department will then select the most suitable people
to? ?? ???an interview.
A. go
B. join
C. attend
【答案】：attend
5.At university I never? ?? ???my assignments in late.
A. handed
B. hand
C. has handed
【答案】：
6.
二、閱讀理解：閱讀下面的對話，選擇合適的內容將對話補充完整。
John: Thank you for agreeing to meet with me today.??
Daniel:??

John:??I can see from your resume you were
Daniel: Sure.
John:
Daniel: Yes. I was in charge of the northwest region of China. As a manager, I was responsible for a 50% increase in sales over a three-month period.
John:

Daniel: Thanks.
John: What are the key reasons that helped you to achieve such an outstanding increase?
Daniel:

A. Can you please tell me about your responsibilities?
B. I believe teamwork is important.
C. Thank you for inviting me.
D. in charge of sales for Corporate Pan-Asia from 2008 to 2012.
E. Very impressive.
【答案】：
7.— Can you please tell me about your responsibilities???
—
A. Yes. I was in charge of the northwest region of China.
B. Yes. I’m glad to tell you that.
C. Yes. My responsibilities are very important.
【答案】：
8.— I believed Ted only from his resume. In fact he is not qualified for his job.
—
A. Oh, it’s such a pity!
B. Oh, it sounds interesting!
C. I’m glad to hear that.
【答案】：
9.Domingo Café, a modern European style café, is in the? ?? ?? ?area.
A. downtown
B. town
C. down
【答案】：
10.However nowadays, people? ?? ???often find such advertisements on a website.
A. much
B. a little
C. more
【答案】：
11.
二、聽力理解：請聽下面的對話，根據對話內容從A、B、C三個選項中選出一個最佳選項。
If you don’t have much experience of making phone calls in English, making a business call can be a worrying experience. Most business people, unless they feel very confident, prepare for an important phone call in a foreign language by making notes in advance. And during the call they make notes while they’re talking to help them to remember what was said. Although it’s quick and convenient to phone someone to give them information or to ask questions, the disadvantage is that there is nothing in writing to help you to remember what was said. It’s essential to make notes and often when an agreement is reached on the phone, one of the speakers will send a fax or e-mail to confirm the main points that were made. Because it’s so easy to be misunderstood when talking on the phone, it’s a good idea to repeat any important information (especially numbers and names) back to the other person to make sure you’ve got it right. Always make sure you know the name of the person you’re talking to. If necessary, ask them to spell it out to you, so that you can make sure you’ve got it right----and try to use their name during the call. And make sure that they know your name too.
1． If you don’t have much experience of making phone calls in English, making a business call can be??
．
A．an easy thing
B．a happy experience
C．a painful thing
2．Most business people prepare for an important phone call in a foreign language by making notes in advance because??
．
A．they are very careful
B．their foreign language isn’t so good
C．they don’t want to miss any important information
3． When the speakers reach an agreement on the phone,
will send a fax or e-mail in order to confirm the main points that were made.
A．one of them
B．both of them
C．none of them
4．What does “it” refer to in the first sentence in Paragraph Four ----“…it’s a good idea to repeat any important information (especially numbers and names) back to the other person to make sure you’ve got it right”?
A．important information
B．the other person
C．a good idea
5．The best title of this passage is
.
A．The Importance of Taking Notes
B．Business Calls
C．Talking on the Phone
【答案】：
12.A conversation? ?? ?? ?between an interviewee and the interviewers.
A. goes on
B. goes by
C. goes up
【答案】：
13.I believe team work? ?? ?? ?important.
A. was
B. is
C. are
【答案】：
14.
二、翻譯：從以下A、B、C三個選項中選出與英文最適合的中文翻譯。
1. A job interview is a kind of employment test and usually very formal.
A．工作面試既是一種就業測試，也是形式上必要的。
B．求職面試是一種就業測試，通常都很正式。
C．工作會談是一種雇傭測試，通常是很注意方式的。
2. In order to be employed, you need to make a very good first impression.
A．為了工作，你需要做出一個良好的第一印象。
B．為了受聘，你需要給人一個深刻的良好印象。
C．為了得到工作，你需要給人一個良好的第一印象。
3. It looks like you achieved a lot during your time at university.
A．它看起來像你在上大學時取得優異成績。
B．看起來你在上大學時取得了很大成就。
C．看起來你在上大學時得到了很多。
4. If you need any help, please feel free to contact Mr. Zhang.
A．如果你需要任何幫助，請隨時聯系張先生。
B．如果你需要任何幫助，請自由聯系張先生。
C．如果你需要任何幫助，請在有空時聯系張先生。
5.They send in a letter (or an email) and also a resume as well.
A．他們發一封信（或電子郵件），同時也發一份簡歷。
B．他們發一封信（或電子郵件），不過還是發一份簡歷好。
C．他們發一封信（或電子郵件），不妨發一份好的簡歷。
【答案】：
15.When a company needs to? ?? ?? ?new people, it may advertise the job in a newspaper or on a website.
A. use
B. employ
C. retain
【答案】：
16.Then people,? ?? ?? ?are interested, can apply for the job.
A. who
B. they
C. those
【答案】：
17.I was the? ?? ???of the Students’ Union.
A. treasure
B. fund
C. treasurer
【答案】：
18.I’m particularly proud of? ?? ?? ?I organized the finances.
A. how
B. which
C. who
【答案】：
19.
二、閱讀理解：閱讀下面的短文，根據文章內容從A、B、C三個選項中選出一個最佳選項。
How to Employ and Apply
When a company needs to employ new people, it may advertise the job in a newspaper or on a website. However nowadays, people more often find such advertisements on a website.
Then people, who are interested, can apply for the job. They send in a letter (or an email) and also a resume (or CV) as well.
The two parts are very important in job-hunting. The former is used to apply for a certain position. The latter is used to introduce his or her education background and work experiences.
But more and more companies may often ask people to fill out a standard form. The company’s Human Resources Department will then select the most suitable people to attend an interview.
1． According to the passage, where can we find job advertisements more often nowadays?
．
A． In a magazine.
B．In a newspaper.
C．On a website.
2．How do people apply for a job???
．
A．By phone.
B．By email.
C．Go to visit the company.
3． Besides the application letter, what else is also important?
??
A．A resume.
B．A picture.
C．A certificate.
4．What do companies provide to job applicants nowadays before they apply for jobs?
A．A standard form.
B．An invitation letter.
C．An email address.
5．Who is in charge of selecting the applicants for the coming interview?
.
A．The manager of the company.
B．The Human Resources Department.
C．The secretary of the manager.
【答案】：
20.
二、閱讀理解：閱讀下面的短文，根據文章內容從A、B、C三個選項中選出一個最佳選項。
You may get consumers who want very high quality services satisfied, but at a higher price. And the people who want no-frills service and cheap product will also get it at the other end of the market. So competition allows a range of variety to occur in a market.
The benefit to society of competition is that it makes a major contribution to the fundamental economic issue, which is the scarcity of productive resources. It means that on the production side, there is maximum pressure to conserve the use of those scarce productive resources. On the demand side it also rations consumer demand appropriately, and it also tends to mean that the variety of consumer needs can be met.
1. From the first paragraph of the passage we can know that usually there are
kinds of consumers who may get satisfied in a market.
A. two
B. three
C. four
2. What does “it” in the first sentence of paragraph 2 refer to?
A. fundamental economic issue
B. the scarcity of productive resources
C. The benefit of competition
3. The sentence in paragraph 1“So competition allows a range of variety to occur in a market” means
.
A. competition makes the market supply various products and services
B. competition makes a lot of things occur in a market
C. competition makes different things occur in a market
4. On the demand side competition also
appropriately.
A. meets consumer needs
B. makes consumer rational
C. makes consumer satisfied
5. The best title of this passage is
.
A. Fundamental Economic Issue
B. The Benefit of Competition
C. Consumer Demand and Market
【答案】：
21.— Mr. Taylor, this is the project plan you asked me to make last week.
—
A. OK, put it over there.
B. Sure. That’s a quick job.
C. Congratulations.
【答案】：
22.— Well, after my report, there’ll be a break for refreshments.
—
A. The break won’t be long.
B. All right, I see.
C. All right, I’ll see it.
【答案】：
23.— Where shall we have the meeting?
—
A. The first conference room isn’t good.
B. In the first conference room.
C. The first conference room is spacious.
【答案】：
24.
二、閱讀理解：閱讀下面的短文，根據文章內容從A、B、C三個選項中選出一個最佳選項。
Monthly Meeting Minutes of Board of Directors
Time: 2:30 p.m., March 5, 2015
Place: Conference room, second floor of 3T Co. Ltd.
Participants: All the directors
Chairman: Chairman of the board, Mr. William Forest
Minutes keeper: Linda
The main activities at the meeting are as follows:
Firstly, Mr. William Forest, chairman of the board, made a report on the work and total sales of the company this season. Then the report was followed by a heated discussion.
Secondly, all the directors agreed to hold a press conference for the company next month.
Thirdly, the meeting suggested inviting experts from Canada to give a five-day training course to staff in the Sales Department.
The meeting finished at 3:30 p.m.
1. Who are the meeting participants?
.
A. The executive assistants.
B. The directors.
C. The interviewees.
2. How many activities does the meeting have?
.
A. The executive assistants.
B. The directors.
C. The interviewees.
3. Mr. William Forest made a report
this season.
A. on training course to staff in the Sales Department
B. on the advertisement policies of the company
C. on the work and total sales of the company
4. What did all the directors agree to do?

A. To carry out a training project in the company next year.
B. To have another board meeting of all directors next season.
C. To have a press conference for the company next month.
5. How long did the meeting last?

A. 1.5 hours.
B. 1 hour.
C. 2 hour.
【答案】：
25.— When will you meet the general manager of Nile Co., Mr. Smith?
—
A. I’ll leave for Shanghai.
B. I’ll meet the president of Bestway Co.
C. At 10:00 tomorrow morning.
【答案】：
26.— Please make a detailed schedule for me.
—
A. Yes, I will.
B. No, I will.
C. Yes, I won’t.
【答案】：
27.— We’ll have the sales meeting at 2:00 tomorrow afternoon, won’t we?
—
A. Yes. After the meeting, we’ll leave for Shanghai.
B. It’s said the meeting is important.
C. No. After the meeting, we’ll leave for Shanghai.
【答案】：
28.There was? ?? ?? ?in the meeting room as the general manager predicted the company’s sales target.
A. silence
B. silent
C. silently
【答案】：
29.The marketing department? ?? ?? ? the sales for the last six months.
A. has summarized
B. summarized
C. was summarized
【答案】：
30.The next shareholder’s meeting was? ?? ?? ?at the end of this year.
A. made
B. scheduled
C. used
【答案】：
31.The meeting suggested? ?? ?? ? the loan first.
A. repaying
B. replied
C. to reply
【答案】：
32.
二、閱讀理解：閱讀下面的短文，根據文章內容從A、B、C三個選項中選出一個最佳選項。
Does everyone in your office always agree all the time? When someone makes a suggestion, does everyone just smile and nod in agreement? When you bring forward an idea, do people just accept it? Well, if you answered “yes” to any of these questions, you are in an extremely unusual workplace. People are people. And people butt heads. They disagree, they argue, and they fight. You can’t get around it. But you can learn to deal with it.
To hold your own, you need to learn how to argue effectively. If you’ve got an opinion, you need to defend it. And if you have a problem with something a colleague has done, you need to let them know. This can make for some difficult discussions and meetings, but this is just a part of life and business.
So how can you argue effectively? Well, you need several skills.
1．From the first paragraph we can know that in the office
.
A．people sometimes argue
B．people always agree
C．people always get around it
2．“And people butt head” means
.
A．people hit you with the top of their head
B．people dislike each other
C．people don’t always agree well with each other
3．The writer suggests that if you get an opinion, you need to
.
A．get around it
B．learn how to deal with it
C．argue in support of it
4．You need several skills to??
.
A．let your colleagues know
B．argue effectively
C．make for discussions and meetings
5．The main point of this passage is about
.
A．the fact of disagreement and argument in the office
B．how to avoid disagreement and argument in the office
C．how to argue effectively in the office
【答案】：
33.China held the 22nd? ?? ?? ?APEC economic leader’s meeting in Beijing in 2014.
A. informal
B. hard
C. careless
【答案】：
34.— Do you have any suggestions about it?
—
A. Let me give you a hand.
B. After I read it in detail, I will tell you my opinion.
C. No, I have no idea.
【答案】：
35.They? ?? ?? ?have no good plan for advertising on TV.
A. look to
B. see to
C. seem to
【答案】：
36.The seminar is about? ?? ?? ? the new staff members.
A. train
B. trained
C. training
【答案】：
37.
二、聽力理解：請聽下面的對話，根據對話內容從A、B、C三個選項中選出一個最佳選項。
1. What did John ask Linda to do for him?
A. He asked her to meet the guests.
B. He asked her to make a detailed schedule for him.
C. He asked her to make a cup of tea for him.
2. What is Mr. Jones’s position in his company?
A. He is the president of Bestway Co.
B. He is the general manager of Nile Co.
C. He is the sales manager of Lee Brothers’.
3. What will they do at 2:30 tomorrow afternoon?
A. They’ll meet the guests.
B. They’ll have trade fairs.
C. They’ll have a board meeting.
4. The board meeting will be finished at tomorrow afternoon.
A. 2:30
B. 3:30
C. 4:30
5. Who’ll meet Mr. Lee tomorrow afternoon?
A. Bob
B. John
C. Linda
【答案】：
38.Would you like to? ?? ???a personal interview?
A. see
B. arrange
C. get
【答案】：
39.There are some visitors? ?? ?? ?to our marketing department next week.
A. coming
B. to coming
C. come
【答案】：
40.
二、閱讀理解：閱讀下面的短文，根據文章內容進行判斷，正確為“T”，錯誤為“F”。
Small Talk Before a Meeting
? ???This is a situation you’ve probably experienced many times: you arrive for a meeting ten minutes early. There are several people already there. You say hello and then … What do you talk about? What do you say?
? ???In this situation, you need to be able to make small talk. Small talk is an informal conversation. We use the term “small talk” because it is not about exchanging information or making decisions or having a serious discussion. It’s a way to avoid uncomfortable silences and build stronger relationships.
? ???Small talk might seem to be about nothing important, but it is important in itself. Being able to make small talk will allow you to make yourself part of a group. It will set the stage for more serious types of communication.
1. Small talk is a kind of formal dialog.
2. The term “small talk” means there are only two persons in the dialog.
3. Small talk is a useful ice-breaker and can build stronger relationships.
4. Small talk is not at all important.
5. Making small talk will allow you to be a member of a group.
【答案】：
41.The ten-day display and sale? ?? ?? ? finished tomorrow.
A. will be
B. would be
C. is
【答案】：
42.
二、翻譯：從以下A、B、C三個選項中選出與英文最適合的中文翻譯。
1．We’ve prepared the name cards to be put on the conference table for guests to sit by.
A．我們已經準備了名片，放置在會議桌上提供給來賓。
B．我們已經準備了名單，提醒來賓放在會議桌上。
C．我們已經準備在會議桌上放置桌簽，以便來賓按桌簽就坐。
2．It’s a way to avoid uncomfortable silences and build stronger relationships.
A．用了這種方式，結果避免了令人不快的沉默并且建立了更牢固的關系。
B．這是一種避免不自在的沉默并且建立更牢固關系的方式。
C．為了避免令人不快的沉默并且建立更牢固關系，需要一種方式。
3．Then the report was followed by a heated discussion.
A．報告之后是大家熱烈的討論。
B．熱烈的討論之后是一個報告。
C．報告和討論都進行的很熱烈。
4．When familiar guests meet each other, a greeting with a friendly smiling, nodding or shaking hands is usually a decent way to show your good manners.
A．當與熟悉的人見面時，以友好的微笑、點頭或者握手致意，通常是一種顯示良好教養的得體方式。
B．當與熟悉的人見面時，為了顯示良好的教養，他們以得體的方式友好微笑、點頭或者握手。
C．當與熟悉的人見面時，人們友好微笑、點頭或者握手報以致意，以這樣一種得體的方式顯示了他們良好的教養。
5．If there are any items you would like to list on the agenda, please let me know by e-mail before the end of this week.
A．如果各位想要參加會議，請在本周末之前通過電子郵件與我聯系。
B．如果各位有想納入會議議程表的事項，請在本周末之前通過電子郵件與我聯系。
C．如果各位有事項想要納入會議議程表，請在本周末之前告知我電子郵件地址。
【答案】：
43.— Let me show you how to use the printer.
—
A. Thanks for your help.
B. I’ll do my best.
C. No, I can use it myself.
【答案】：
44.
二、閱讀理解：閱讀下面的對話，選擇合適的內容將對話補充完整。
John: Good morning, Linda. There’ll be some people visiting our company tomorrow. Please make a detailed schedule for me.
Linda: Could you tell me who they are, Mr. Taylor?
John:??
Linda: We’ll have the board meeting at 2:30 tomorrow afternoon, won’t we?
John:
Linda: But the sales manager of Lee Brothers’, Mr. Lee, just called and insisted on seeing you tomorrow afternoon.
John:
Linda: He said that he would leave for London at 5:00 p. m. tomorrow.
John:
Linda: Yes, Mr. Taylor.
John:
Linda: No problem, Mr. Taylor.
A. Oh, The board meeting will be finished at about 3:30. You could arrange his appointment after that.
B. All right, then tell David to meet him tomorrow afternoon.
C. Ok, they are Mr. Jones, general manager of Nile Co. and Mr. Brown, president of Bestway Co.
D. Could you give me the schedule before 4 o’clock this afternoon?
E. Yes. After the board meeting, we’ll meet the guests. It’s important to have them all here.
【答案】：
45.I hope our plan will? ?? ?? ? by the board.
A. be approved
B. be approving
C. approve
【答案】：
46.Could you use cardboard boxes? ?? ?? ? the shoes?
A. packing
B. to pack
C. pack
【答案】：
47.Sometimes buyers only purchase some? ?? ???, tangible or intangible.
A. houses
B. assets
C. real estates
【答案】：
48.Now, we have enlarged and? ?? ?? ?our domestic market and European market.
A. merged
B. purchased
C. consolidated
【答案】：
49.— Would you please let me know something more about the project?
—
A. OK, the project is perfect.
B. OK, I have divided my report into three parts, the first part is an overview of the project.
C. No, the project isn’t so good.
【答案】：
50.I’m sure you can? ?? ?? ?things out.
A. straighten
B. straight
C. look
【答案】：
51.I have finished? ?? ?? ?your project plan.
A. read
B. reading
C. to read
【答案】：
52.
二、聽力理解：請聽下面的對話，根據對話內容進行判斷，正確為“T”，錯誤為“F”。
1. In the conversation Bob and John talk about three projects in total.
2. According to Bob, the Beihai project is the most exciting one.
3. Bob has already finished the Beihai project and is going to work on the Jinan project.
4. The board will decide whether to approve or disapprove Bob’s plan on the Nanjing project.
5. Bob seems to have some problems in the current project.
【答案】：
53.— Hi Bob, I’d like to congratulate you on the progress of Beihai project.
—
A. Thank you, John. It is really an interesting project.
B. My pleasure, It is really an interesting project.
C. Fine, thank you. It is really an interesting project.
【答案】：
54.
二、閱讀理解：閱讀下面的對話，選擇合適的內容將對話補充完整。
Hanxue: Well, we have several ways of
Daniel: Good. A nice wrapping that catches the eye will certainly help push sales.
Hanxue: Right, the woolen gloves appeal to the eye as well as to the purse.
Daniel:
?
Hanxue: We’ll pack them a dozen in a cardboard box,
Daniel: Why not wooden cases?
Hanxue: But the charge will be higher and it also slows down delivery
Daniel: I see. I’ll
Hanxue: Please do. I’ll be waiting for your early reply.
A. They are stronger for sea shipment
B. How do you pack them.
C. contact home soon for instructions
D. packing woolen gloves for sea shipment and for shelf selling
E. each with 6 different colors, ten boxes in a carton
【答案】：
55.— When can you effect shipment? I’m worried about late shipment.
—
A. About in June.
B. The shipment won’t be late.
C. The shipment will be effected soon.
【答案】：
56.Goods are carried by several? ?? ???of transport--on road or rail, by sea or air.
A. roads
B. ships
C. means
【答案】：
57.The third part is the? ?? ?? ?results.
A. expect
B. expected
C. expecting
【答案】：
58.It seems that the new project in Nanjing will be even? ?? ?? ? than your current project.
A. better
B. best
C. good
【答案】：
59.
二、閱讀理解：閱讀下面的短文，根據文章內容從A、B、C三個選項中選出一個最佳選項。
Customer Referral
From: Bob Smith <
>
To: Tompson Harris
10:12 AM, Monday, Dec. 21, 2015
Dear Mr. Harris,
Thank you for your cooperation for our business in the recent years. With your great help and support, we have tripled our products in the last three years. And the profits of our company increases steadily.
Now, we have enlarged and consolidated our domestic market and European market. Next step we intend to explore the North American market, especially Canada’s and USA’s. However, we do not have good connections in this region.
Therefore, we shall be very obliged if you could kindly introduce us to some of your reliable partners in North America who are interested in our products.
We look forward to your early reply. Merry Christmas and Happy New Year!
Yours sincerely,
Bob Smith
Project manager
1. How does Bob begin with his email?
A. With a self-introduction.
B. With his company’s current situation.
C. With presenting thanks for help and support.
2. What’s the current situation of Bob’s company?
A. Very good.
B. Not so good.
C. Just so so.
3. What are the market areas of Bob’s company?
A. Domestic and Asian market.
B. Domestic and North American market.
C. Domestic and European market.
4. What is the recent plan of Bob’s company?
A. To enlarge the domestic and European market.
B. To explore the North American market.
C. To withdraw from European market and strengthen the North American market.
5. What is the purpose of the email?
A. To give best wishes for the coming Christmas and New Year.
B. To ask for the introduction of some business partners in North America.
C. To consolidate the business relationship.
【答案】：
60.Actually, buyers are the group of people? ?? ?? ? want to buy certain goods or services.
A. who
B. which
C. they
【答案】：
61.
二、翻譯：從以下A、B、C三個選項中選出與英文最適合的中文翻譯。
1. No problem, I will handle it for you.
A. 沒問題，我來替你控制這個手柄。
B. 沒問題，我為你操縱這個手柄。
C. 沒問題，我來替你處理這個事情。
2. A free market is an economic system in which the price of goods and services is affected by supply and demand rather than controlled by a government.
A. 自由市場是一種經濟體系，其中的商品和服務價格往往受供給和需求的影響，而不是由政府來控制。
B. 在一個自由的市場經濟體系中，商品和服務的價格是由供給和需求所決定，而不是受政府的影響。
C. 自由市場是一種經濟體系，在這個體系中，商品和服務的價格不僅由供給和需求所決定，也由政府來控制。
3. However, some tend to purchase intangible ones, like shares, futures, etc.
A. 然而，一些人趨向購買無形的資產，他們喜歡股票、期貨等。
B. 然而，一些人趨向購買無形的資產，例如股票、期貨等。??
C. 然而，一些人趨向購買無形的資產，他們喜歡分享期貨等。??
4. So in markets, price matters a lot.
A. 所以在市場上，價格很重要。
B. 所以在市場上，價格意味著很多。
C. 所以在市場上，價格方面的事情很多。
5. The profits of our company increases steadily.
A. 我們公司的利潤總是在增長。
B. 我們公司的利潤一直在增長。
C. 我們公司的利潤穩步增長。
【答案】：
62.Markets are the system that? ?? ? some people’s demands and some other people’s supplies.
A. meets
B. rejects
C. bridges
【答案】：
63.Prices may change quickly if supply or demand? ?? ?? ?.
A. change
B. changes
C. will change
【答案】：
64.
二、閱讀理解：閱讀下面的對話，選擇合適的內容將對話補充完整。
John: It seems that the new project in Nanjing will be even better than your current project....
Bob:
That is really an exciting project, and I hope our plan will be approved by the board.
John: Good luck! But unfortunately, from what I’ve seen so far,
the Jinan project does not seem to
. Is there any problem I can help with?
Bob: Don’t worry! Please believe me that
and I’ll get it back on track soon.
John: I’m sure you can straighten things out. Well,
, Bob.
A. everything is under control
B. keep up the good work
C. You got it!
D. I must mention that
E. be up to your usual standard
【答案】：
65.
二、閱讀理解：閱讀下面的短文，根據文章內容從A、B、C三個選項中選出一個最佳選項。
Exports are either raw materials or manufactured goods. Raw materials are products of the land, such as cotton, timber or rubber. Some raw materials, such as iron ore, come from mines. These raw materials are often exported by the countries that produce them to other countries where they are made into manufactured goods.
Some countries produce food for export, for example, meat, sugar, or cereals such as wheat and maize. These countries are agricultural countries. An agricultural country needs fertile land and a good climate. A cold, dry climate is not suitable for agriculture.
A country which produces manufactured goods is known as an industrialized country. An industrialized country cannot always produce enough food for its own needs. In this case, it does not export foodstuffs. Instead it has to import them. It relies on exports of manufactured products and pays for imports with the money it earns from the exported goods.
1. From the first sentence of the passage we can know that there are
kinds of exports.
A. two
B. three
C. four
2. Raw materials are often exported by the countries that produce them to other countries where
.
A. they are consumed
B. they are made into finished products
C. they are wasted
3. The countries which produce food for export, for example, meat, sugar, or cereals such as wheat and maize are
countries.
A. developed
B. industrial
C. agricultural
4. An industrialized country usually has to import foodstuffs because
.
A. it cannot always produce enough food for its own needs
B. it doesn’t has fertile land and a good climate
C. it relies on exports of manufactured products
5. The best title of this passage is
.
A. Agriculture and Industry
B. Export
C. Production
【答案】：
66.We try our best to? ?? ?your requirement.
A. meet
B. get
C. make
【答案】：
67.In this way you will stay? ?? ?in these changing times.
A. compete
B. competence
C. competitive
【答案】：
68.Small holes should be made in the? ?? ?? ? cloth to let the moisture out.
A. wet
B. dry
C. waterproof
【答案】：
69.I? ?? ? packing in wooden cases.
A. get
B. prefer
C. think
【答案】：
70.— Good morning. Far East Logistics Company. This is Lin Hanxue. May I help you?
—? ?? ?? ?? ?? ?? ?? ???.
A. Good morning, Ms. Lin. Nice to meet you.
B. No, thank you.
C. Good morning, Ms. Lin. This is Daniel Anderson speaking.
【答案】：
71.— May I know the cost for a 20 feet container from Guangzhou to LA?
—
A. It’s 2,300 US dollars.
B. It’s very expensive.
C. The cost is very high.
【答案】：
72.— Oh, but how long will it take to reach LA?
—
A. It takes a long time to reach LA.
B. Usually it takes around 12 days.
C. LA is very far from here.
【答案】：
73.— Mr. Taylor, nice to see you again. Welcome to our company.
—
A. Thank you, Ms. Lin. I’ve come to see your packing for our woolen gloves.
B. This is John Taylor.
C. Hello, my name is John Taylor, but just call me John.
【答案】：
74.—Hi, Lily, what’s up with Mike? I heard the boss yelling at Mike earlier today.??
—
A. He was so scared.
B. It is better to tell someone to get it fixed.
C. It’s said that Mike made a mistake and then tried to cover it up.
【答案】：
75.We usually ship the goods by regular? ?? ? .
A. liner
B. check
C. date
【答案】：
76.I’d like to know what time we can get the container? ?? ?? ?it is in the port.
A. when
B. where
C. why
【答案】：
77.
二、翻譯：從以下A、B、C三個選項中選出與英文最適合的中文翻譯。
1．We usually make a direct shipment unless the customers require transshipment.
A．我們通常直接制造船只，除非客戶要求間接制造。
B．我們通常采取直運，除非客戶要求轉運。
C．我們通常采取直運，這樣客戶才要求轉運。
2. It takes around two working days to unload the containers.
? ?
A．卸下這些集裝箱大概需要用兩個工作日。
B．卸下這些集裝箱需要工作兩天。
C．卸下這些集裝箱工人們需要圍繞其工作兩天。
3．Transport plays an important part in international business because goods produced have to be delivered to the buyers abroad.
A．運輸在國際貿易當中擔當著重要任務，因為國外的買者需要發送生產出的產品。
B．運輸在國際貿易當中承擔重要的部分，因為制造產品需要發送給國外的購買者。
C．運輸在國際貿易當中起著重要的作用，因為生產出的產品需要發送給國外的購買者。
4．All the boxes should be packed in a carton.
A．所有的盒子都應當裝在紙板箱里。
B．各種盒子都應當裝在紙板箱里。
C．紙板箱都應當裝在所有的盒子里。
5．Modern logistics is one of the most exciting jobs in the world.
A．現代物流是世界上最激動人心的工作。
B．現代物流是世界上最激動人心的工作之一。
C．世界上令人激動的工作是現代物流。
【答案】：
78.As a rule, the buyer is responsible for? ?? ???a ship or booking the shipping space.
A. chartering
B. making
C. using
【答案】：
79.But the charge will be? ?? ? and it also slows down delivery.
A. higher
B. cheaper
C. more valuable
【答案】：
80.the expansion of international trade, the container service has become popular。
A. For
B. With
C. Like
【答案】：
81.
二、閱讀理解：閱讀下面的短文，根據文章內容進行判斷，正確為“T”，錯誤為“F”。
International Transportation
? ? Transportation plays an important part in international business because goods produced have to be delivered to the buyers abroad, and the delivery of goods is to be made possible by transportayion services. Goods are carried by several means of transportation — on road or rail, by sea or air.And in recent years,combined transportation which is a road-sea-rail carriage has appeared.
? ? With the expansion of international trade, the container service has become popular. The use of containers provides a highly effective form of transportation by road, rail and sea. Basically, about 98% of world trade is carried out by sea transportation.Besides transportation by sea, road, or rail, nowadays in order to speed up delivery, carriage by air has also become popular.
1. Transportation plays an important part in international business because goods produced have to be sent to everywhere in the world.
2. Usually goods are carried by many ways of transportation.
3. In recent years, combined transportation which is a road-sea-rail carriage appeared.
4. With the expansion of international trade, the container service has become popular.
5. The use of containers gives a very helpful method of transportation by air.
【答案】：
82.The woolen gloves should? ?? ???in twenty boxes.
A. be packed
B. pack
C. be packing
【答案】：
83.
二、聽力理解：請聽下面的對話，根據對話內容填入相應的句子或短語。
1. Could you tell me how you ship the goods?
2. But we hope you can make a direct shipment.
3. When can you effect shipment? I"m worried about late shipment.
4. That’ll be too late.Can you do something about it to advance the shipment to April.
5. Will you take the responsibility of chartering a ship.
A. Around in June.
B. It"ll be hard to handle.The aerliest possible date of delivery would be the end of May.
C. We really ship the goods by regular liner.
D. Under FOB terms,the buyer is responsible for chartering a ship or booking the shipping space.
E. It"ll be hard to handle.The aerliest possible date of delivery would be the end of May.
【答案】：
84.—Oh. But why didn’t he just own up and tell someone?
—
A. He was too scared that he would be fired, I suppose.
B. So be careful with our job.
C. You should have told him that earlier.
【答案】：
85.
二、閱讀理解：閱讀下面的短文，根據文章內容從A、B、C三個選項中選出一個最佳選項。
February 1, 2015
Dear Ms. Lin,
Special Requirements for Packing (Order No. MI 063)
With reference to the order of woolen gloves above, the packing instructions 1 (list) as follows:
? The woolen gloves 2 (pack) in twenty boxes, and the boxes 3 (pack) in a carton. All the boxes 4 (put) close together in order to avoid being flattened.
? The carton 5 (line) with waterproof cloth inside and 6 (strap) with metal bands outside, which is strong enough for sea transportation.
? Small holes 7 (make) in the waterproof cloth to let the moisture out.
Please 8 (follow) the packing instructions above. Thank you for your attention.
Yours sincerely,
Daniel Anderson
1. The woolen gloves should be .
A. packed in a carton
B. strong enough
C. packed in twenty boxes
2. All the boxes were put close together .
A. for sea transportation
B. to avoid being crushed
C. to be in good order
3. The carton was strapped with metal bands outside .
A. to be strong enough
B. to let the moisture out
C. to be waterproof
4. To let the moisture out, small holes should be made .
A. in twenty boxes
B. in the waterproof cloth
C. in the carton
5. The main purpose of the letter is to .
A. order woolen gloves
B. follow packing instructions
C. make packing instructions
【答案】：
86.It is better to tell someone to get it? ?? ?.
A. fixed
B. fix
C. fixing
【答案】：
87.
二、閱讀理解：閱讀下面的短文，根據文章內容進行判斷，正確為“T”，錯誤為“F”。
It’s clear that success and failure are important and common topics. Every business has its ups and downs, and so does every person. In other words, sometimes we succeed and sometimes we fail. Another common way of saying this is “You win some and you lose some.” Nobody wins all the time, not even in the great success stories that we read or hear about.
Think of a successful entrepreneur. Now, do you think that person achieved great success on his first attempt? In 99% of cases, the answer is no. Every successful businessperson learned through failure. Now have a look at your favorite business news site. You’ll see that almost every story can be put into either the category of success or that of failure. Businesses either grow or shrink but they don’t remain the same.
1. Every person has his or her ups and downs.
2. A common saying “You win some and you lose some” means that sometimes we succeed and sometimes we fail.
3. 99% of successful businessmen achieved great success on their first try.
4. Successful businessmen learn through failure.
5. Businesses either shrink or remain the same.
【答案】：
88.—I bet that Mike wished you had told him that earlier.
—
A. We should also find what the customers think.
B. So be careful with our job.
C. Well, Mike isn’t a fool, he won’t do that again.
【答案】：
89.—Hello, David! I haven’t heard from you for a long time. How have you been recently?
—
A. Not bad, thank you.
B. Long time no see.
C. That’s ok.
【答案】：
90.—Your request for compensation made me surprised. What happened?
—
A. It’s true.
B. There must be something wrong.
C. It’s because of the quality.
【答案】：
91.improve your service, you need to make market surveys so as to know what your customers are thinking and demanding.
A. So as to
B. In order that
C. In order to
【答案】：
92.
二、閱讀理解：閱讀下面的短文，根據文章內容進行判斷，正確為“T”，錯誤為“F”。
Success and Failure
It’s clear that success and failure are important and common topics. Every business has its ups and downs, and so does every person. In other words, sometimes we succeed and sometimes we fail. Another common way of saying this is “You win some and you lose some.” Nobody wins all the time, not even in the great success stories that we read or hear about.
Think of a successful entrepreneur. Now, do you think that person achieved great success on their first attempt? In 99% of cases, the answer is no. Every successful businessperson learned through failure. Now have a look at your favorite business news site. You’ll see that almost every story can be put into either the category of success or that of failure. Businesses either grow or shrink but they don’t remain the same.
1. Every person has his or her ups and downs.
2. A common saying “You win some and you lose some” means that sometimes we succeed and sometimes we fail.
3. Ninety nine percent of successful businessmen achieved great success on their first try.
4. Successful businessmen learn through failure.
5. Businesses either shrink or remain the same.
【答案】：
93.The quality, specifications and prices are? ?? ?in our contract.
A. clear
B. clarified
C. clarity
【答案】：
94.your customers what they need and more than they expect will lead customers to return to you.
A. Giving
B. Given
C. Give
【答案】：
95.
二、聽力理解：請聽下面的對話，根據對話內容從A、B、C三個選項中選出一個最佳選項。
1. Why did David call John?
A. He wanted to meet an old friend.
B. He wanted to ask for compensation.
C. He wanted to talk about a new contract.
2. What’s wrong with the goods which David has bought?
A. They are not up to the standard.
B. They are not loaded on time.
C. They are not properly loaded.
3. How did David prove that the goods have quality problems?
A. He had them re-examined.
B. He used them according to specifications.
C. He looked into the contract.
4. What can David do if the goods do not meet the requirements?
A. Honor the contract.
B. Cancel the contract.
C. Load the goods.
5. How did John face this complaint?
A. He denied ( 否認) this problem.
B. He didn’t want to give a reply.
C. He agreed to look into this problem seriously.
【答案】：
96.I bet that Mike wished you? ?? ?him that earlier.
A. had told
B. have told
C. told
【答案】：
97.
二、閱讀理解：閱讀下面的對話，選擇合適的內容將對話補充完整。
Clerk: Hello, Big City Electricity, how may I help you today?
Peters:
.
Clerk: May I have your account number?
Peters: Certainly, it’s 4392107.
Clerk: Thank you, is this Mr. Peters?
Peters: Yes, this is Mr. Peters.
Clerk: Thank you. What can I help you with?
Peters:
.
Clerk: I’m sorry to hear that
.
Peters: The bill is 300% higher than last month.
Clerk: Terribly sorry for that. Let me ask you a few questions and then I’ll see what I can do.
Peters: OK, Thank you for your help.
Clerk: Of course, thank you for calling this to our attention. Now, how much do you usually pay for your electricity?
Peters: I usually pay about $50 a month.
Clerk: Thank you.
Peters: $200. I can’t understand why.
Clerk: Yes, Mr. Peters. Was your usage different in any way?
Peters: No, it was an average month.
Clerk: I’m sorry there certainly seems to be a mistake.
Peters: Well, I’m happy you agree with me.
Clerk: I’ll contact a service representative. And what’s your phone number?
Peters: 408-533-0875
Clerk:
. We’ll do our best to change this as quickly as possible.
Peters: Thank you for your help in clearing this up.
A. I think I’ve been overcharged for the past month.
B. I’m terribly sorry about the mistake.
C. I’m calling concerning my electricity bill.
D. And how much did we charge on this bill?
E. Why do you think we charged you too much?
【答案】：
98.The re-examination results indicate that one-third of the goods are not? ?? ?standard.
A. within
B. on
C. up to
【答案】：
99.Every business has its ups and downs, and so? ?? ?every person.
A. do
B. is
C. does
【答案】：
100.We are an authorized foreign exchange bank and can? ?? ? 17 kinds of currencies into RMB.
A. invert
B. extrovert
C. convert
【答案】：
101.He didn’t seem to? ?? ? any actions.
A. make
B. take
C. do
【答案】：
102.Those numbers come to mean the world to you? ?? ? they give you the record of how much money you’ve earned or lost.
A. in case
B. because
C. so that
【答案】：
103.
二、閱讀理解：閱讀下面的對話，選擇合適的內容將對話補充完整。
Dear Sirs,
Account No.8756
1.
2.
3.
4.
5.
A. Your prompt attention to this matter would be greatly appreciated. If you have any questions regarding this account, please contact our office as soon as possible.
B. Regards,
Lily
C. Please note that your account No.8756 was already a month overdue. As you are usually very prompt in settling your accounts, we wonder whether there is any special reason.
D. If payment has recently been made, please accept our thanks and ignore this reminder.
E. We think you may not have received the statement of account we sent you on August 30 showing the balance of US$ 80,000 you owe. We are sending you a copy and hope it may have your early attention.
【答案】：
104.
二、請聽下面的對話，根據對話內容進行判斷，正確為“T”，錯誤為“F”。
U1-%20Task%203.mp3
1. Daniel invited John to the job interview.
2. Daniel worked in Corporate Pan-Asia for 6 years.
3. Daniel was in charge of the southwest region of Canada.
4. A 50% increase in sales over a three-month period proved Daniel a good manager.
5. Teamwork helped Daniel achieve an outstanding increase.
【答案】：
105.We are entitled to cancel it if you fail to? ?? ?the contract.
A. sign
B. honor
C. draw up
【答案】：
106.— Sally, could you lend me your calculator? Mine is not working.
—
A. It doesn’t matter.
B. Sure, why do you need it?
C. No, I can’t.
【答案】：
107.— What if he still doesn"t pay up?
—
A. I"ve got to hurry.
B. If it"s a small amount we write it off as bad debt. For larger sums we…
C. I have already done that.
【答案】：
108.— Hello, Sally. What’s the matter with you? You look worried.
—
A. Don’t mention it.
B. What shall I do if a customer doesn’t pay up on the due date?
C. Yeah, that’s true. It requires great attention.
【答案】：
109.We are usually very prompt? ?? ???settling your accounts.
A. on
B. at
C. in
【答案】：
110.your check is received within a week we shall have no alternative.
A. Unless
B. As
C. If
【答案】：
111.
二、聽力理解：請聽下面的對話，根據對話內容進行判斷，正確為“T”，錯誤為“F”。
1. Lily’s calculator is not working.
2. Lily’s calculator has more functions and is faster.
3. Sally has to work out the profit from last year.
4. Calculating figures requires great attention.
5. Sally will return the calculator as soon as she finishes the job.
【答案】：
112.— The senior managers need the results from last month straight away, so I can’t stop to talk. I’ve got to hurry.
—
A. Ok, see you later.
B. Go slowly.
C. Stay longer.
【答案】：
113.— You need to work with other colleagues to look after that.
—
A. Thanks.I’m grateful for your suggestions.
B. Oh, sorry to bother you.
C. I’m not sure.
【答案】：
114.18 of the EU members have replaced their national currencies by Euro notes and coins ______ 2002.
A. for
B. at
C. since
【答案】：
115.
二、聽力理解：請聽下面的對話，根據對話內容填入相應的句子或短語。
1. Remittance is the common way of
.
2. Checking a remittance needs
.
3. Two modes of remittance are mentioned in the dialog
.
4. Different modes of remittance
.
5. Usually it costs more time
.
A. remittance by cable and remittance by mail
B. to transfer funds by mail than by cable
C. a customer’s name and account number
D. transferring funds among different places
E. take different working days
【答案】：
116.For larger sums we take legal steps to? ?? ? the money.
A. discover
B. recover
C. cover
【答案】：
117.is very important that you don’t make any mistakes when you calculate those figures.
A. What
B. It
C. That
【答案】：
118.
二、完形填空：閱讀下面短文，從A、B、C三個選項中選出能填入空白處的恰當選項。
Purpose of Accounting
Every company has an accounting office or a finance department that looks
its accounting details. An accounting department is the backbone（脊梁）of every business. It records all the business transactions（交易）, and keeps a track（記錄） of the incomes（收入） and expenses（支出）of the business. The accounting department also helps to determine the correct financial position and standing of the business. For a systematic（系統的）and
recording of transactions, accounting is important.
The purpose of accounting is recording all the transactions honestly and accurately in the “Books of Accounts（賬本）”. The accounting process can be defined
“the process that begins when the transaction takes place and ends
the transaction is recorded in the books of accounts”. It includes a series of steps that
to analyze（分析）and record the business transactions for a particular period.
1. A. for? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ? B. after? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ? C. up
2. A. accurate? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?B. simple? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ? C. correct
3. A. to? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ???B. at? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ???C. as
4. A. when? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ???B. which? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ???C. what
5. A. use? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ???B. is used? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?C. uses
【答案】：
119.I have to? ?? ?the profit from last month.
A. work for
B. work out
C. look for
【答案】：
120.After that, we have to post? ?? ? letters.
A. a lot of
B. a set of
C. a series of
【答案】：
121.A week ago, I sent him a statement? ?? ?the amount overdue.
A. showed
B. show
C. showing
【答案】：
122.
二、閱讀理解：閱讀下面的短文，根據文章內容從A、B、C三個選項中選出一個最佳選項。
Accounting is More Than Numbers
? ? Accounting could date back to about 7,000 years ago. People of that time relied on old accounting methods to record the growth of crops and herds. Accounting has greatly developed with the growth of joint-stock companies.
? ? When you think of accounting, you may find pages of tables and numbers. That image doesn’t usually give you too much excitement. When you have your own business, though, those numbers come to mean the world to you because they give you the record of how much money you’ve earned or lost.
? ? Actually, accounting is not simply about strange dollar amounts or boring numbers; they’re your sales figures, your costs, and your profits. In other words, accounting is a language of business. Once you know how to work with those numbers, how to read those numbers and how to read the story they tell, you will be able to manage your business toward greater success.
1. Accounting could date back to about
years ago.
A. 7,000
B. 6,000
C. 5,000
2. People in the old days relied on old accounting methods to record
.
A. how much money they had
B. management of their business
C. the growth of crops and herds
3. Accounting has greatly changed with the development of
.
A. crops and herds
B. joint-stock companies
C. internet companies
4. Accounting is very important in your business because it shows
.
A. how much money you’ve earned or lost
B. pages full of tables and numbers
C. strange dollar amounts or boring numbers
5. According to the writer, accounting is
.
A. a language of business
B. your sales figures, your costs, and your profits
C. Both A and B
【答案】：
123.Don’t worry so much --? ?? ? is my job!
A. worried
B. worrying
C. worry
【答案】：
124.—? ?? ?? ?? ?? ?? ?? ?
— Today’s rate is listed on the board here.
A. What’s the amount you’d like to exchange?
B. What’s the exchange rate today?
C. What kind of currency do you want to exchange for?
【答案】：
125.—? ?? ?? ?? ?? ?? ?? ?
— It arrives by mail, I suppose.
A. When will your remittance arrive?
B. How does your remittance come?
C. From which country does your remittance come?
【答案】：
126.— Can I exchange foreign currency in Bank of China?
—
A. Yes, you can. Bank of China is an authorized foreign exchange bank.
B. No, you can’t. Bank of China is not open on Sundays.
C. No, you can’t. Bank of China is not responsible for exchanging foreign currency.
【答案】：
127.—? ?? ?? ?? ?? ?? ?? ?
—??Besides Bank of China, you can get the money exchanged in Industrial and Commercial Bank of China, China Construction Bank etc..
A. Could you tell me whether I need to fill in the exchange memo?
B. Could you tell me whether you can accept traveler’s checks?
C. Could you tell me whether I can change foreign currency in other banks?
【答案】：
128.— How long does the remittance take from New York?
—
A. I’m not sure. It depends on the mode your partner chose.
B. I don’t know for sure. It is quite busy now in our bank.
C. I’m not sure about that. It is a big city.
【答案】：
129.— It’s nice to meet you in my office.
—
A. I only meant to help you.
B. I want to tell you it is fine today.
C. I am here today to discuss the trademark transfer with you.
【答案】：
130.Wherever you go, exchanging money? ?? ? you in touch with international finance.
A. takes
B. puts
C. asks
【答案】：
131.The question? ?? ? we should use this brand name will be decided by our marketing team.
A. what
B. whether
C. which
【答案】：
132.
二、完形填空：閱讀下面短文，從A、B、C三個選項中選出能填入空白處的恰當選項。
All children want to have pocket money. Why do their parents just give them a certain amount???One main purpose is to let kids learn
their own money.
First of all, children are expected to
a choice between spending and saving. Then parents should make the children understand what is expected to pay for with the money.
Pocket money can give children a chance to experience the three things
they can do with the money. They can spend it by giving it to a good cause. They can spend it
buying things they want.??They can save it for future use. Saving helps children
that costly goals require sacrifice. Saving can also open the door to future saving and investing for children.
1. A. when to manage? ?? ?? ?? ?? ???B. how to manage? ?? ?? ?? ?? ? C. which
2. A. take? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ? B. give? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ? C. make
3. A. that? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ???B. who? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ? C. what
4. A. to? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ???B. at? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ???C. by
5. A. understanding? ?? ?? ?? ?? ?? ?? ?B. understand? ?? ?? ?? ?? ?? ?? ???C. understood
【答案】：
133.Do you think you could cut it? ?? ? 30%?
A. down
B. at
C. by
【答案】：
134.You are planning to export this product to Europe, ______?
A. aren’t you
B. are you
C. don’t you
【答案】：
135.
二、翻譯：從以下A、B、C三個選項中選出與英文最適合的中文翻譯。
1. I am very sorry for coming late, but something urgent came up at the last minute.
A. 我很抱歉來晚了，但我在最后一分鐘里想起了某件事兒。
B. 我很抱歉遲到了，但我臨走時突然遇到了急事兒。
C. 我很抱歉要遲來，但我將在最后一分鐘里緊急處理好某件事情。
2. Let’s get down to business.
A. 讓我們坐下來談買賣吧！
B. 我們一起做生意吧！
C. 我們談正事吧！
3. I think it’s preferable for you to change the brand name.
? ?
A. 我認為您最好換一個商標。
B. 我寧愿讓您換個商標名。
C. 我考慮您必須取消這個商標名。
4. Would you think it overfor the sake of our long partnership?
A. 您能考慮繼續我們的長期合作嗎？
B. 您想和我們一起合作嗎？
C. 為了我們長期的合作，您能否再做考慮呢？
【答案】：
136.I’ll? ?? ? the remittance for you in our records.
A. check in
B. check out
C. check up
【答案】：
137.This is a real bank? ?? ? is operated by students between 10 and 12 years old.
A. which
B. who
C. whom
【答案】：
138.
二、閱讀理解：閱讀下面的短文，根據文章內容從A、B、C三個選項中選出一個最佳選項。
American students learn business skills in school. Here is a story about some American students who learnt business skills by operating their own banks.? ?
In December 1987, the Twiglet Bank was opened at an Elementary School in Miami, Florida. It is a real bank that accepts money for savings and makes loans, and it is operated by students between 10 and 12 years old.The bank is open for one hour two days a week. Students can put their money into the bank and withdraw it as they wish. Officials from a local bank helped the students start the bank. They trained twenty-three of them to do all the different kinds of bank jobs, from counting money to guarding the bank. The students needed money to start the bank. They raised more than $ 2,000 by selling 50-dollar shares in the bank to parents, teachers, the local bank workers, and customers.
? ? Organizing and operating the bank has taught the children a lot about the banking business. They have learned about raising and investing money and how to use computers and other banking equipment. They have also learned how to ask for a job and to be responsible for their jobs.
1. Who helped these children start a bank?
A. Parents
B. Teachers? ?? ?? ?? ?
C. Bank staff? ?? ?? ???
2. How did children raise money for their bank?
A. Their schools provided financial support for them.
B. They sold shares to their parents, teachers, local bank workers and customers.
C. They found an organization to donate a set of fund.
3. Who is currently operating Twiglet Bank?
A. Teenagers? ?? ?? ???
B. Community? ?? ???
C. Government
4. Which is not TRUE for the benefits of children from operating their own banks?
A. They learned how to use computers and banking equipment.
B. They learned how to find a job and do it well.
C. They learned how to produce the money.
5. What is the best title for this passage?
A.??A Bank of Miami
B.??A Students’ Bank
C. The Operation of American Banks
【答案】：
139.I’ll get your RMB for you while you’re? ?? ? these forms.
A. working out
B. filling out
C. taking out
【答案】：
140.This story is about some American students? ?? ?learnt business skills by operating their own banks.
A. whom
B. which
C. who
【答案】：
141.
二、閱讀理解：閱讀下面的短文，根據文章內容進行判斷，正確為“T”，錯誤為“F”。
Beads, stones, seashells, paper, precious metals such as gold and silver, base metals such as iron have all been used as money. Today, money is printed on paper. A lot of countries use their own currency, with names such as dollar, pound, franc, ruble, yuan and so on. Since 2002, 18 of the EU members have replaced their national currencies by Euro notes and coins.
If you want to pay for something in another currency, you have to change your money into the other money. If you want to travel outside your native country, you need to change your own country’s money for the money of the country you are visiting. Most large banks sell foreign currencies. You can exchange money at a bank or at an office of a tourist agency.
Wherever you go, exchanging money puts you in touch with international finance, which is concerned with exchange rates between different currencies. Deciding the rate for the international exchange of money is one of the most complex aspects of international banking.
1. This best title for this passage is “The history of money”.
2. Euro is available in all EU member countries.
3. Foreign exchange rates have significant impact on the economy of a country.
4. Currency means money in the form of paper.
5. Banks are a good option to get your money exchanged.
【答案】：
142.If you want to pay? ?? ? something in another currency, you have to change your money into the other money.
a. back
b. in
c. for
【答案】：
143.We’re sorry to tell you that your remittance? ?? ?yet.
A. hasn’t arrived
B. doesn’t arrive
C. won’t arrive
【答案】：
144.
二、翻譯：從以下A、B、C三個選項中選出與英文最適合的中文翻譯。
1. Precious metals such as gold and silver have been used as money.
A. 貴重金屬里包括黃金、白銀和貨幣。
B. 諸如黃金和白銀等這類貴重金屬曾經作為貨幣使用過。
C. 貴重金屬里的黃金、白銀都被貨幣所替代。
2. I’d like to know whether a remittance of fifty thousand dollars from New York has arrived.
A. 我想確認我在紐約是否可以匯出金額是5萬美金的匯款。
B. 我想知道是否可以向紐約匯一筆5萬美金的匯款。
C. 我想了解從紐約匯出的一筆5萬美金的匯款是否已經到賬。
3. I’ll give you a call when the remittance arrives.
A. 匯款到帳后我就給您打電話。
B. 我給您打電話詢問匯款什么時候到帳。
C. 我給您打電話后，匯款才到帳。
4. Organizing and operating the bank has taught the children a lot about the banking business.
A. 銀行業務包含如何教授孩子們管理和經營。。
B. 管理和經營銀行使孩子們學到了很多有關銀行業務的知識。
C. 孩子們把所學的銀行知識應用在管理和經營銀行。
【答案】：
145.— We think $55,000 would be reasonable for transferring our trademark.
—? ?? ?? ?? ?? ?? ?? ???That’s too high.
A. Oh, my honey.
B. Oh, my goodness.
C. Oh, my friend.
【答案】：
146.
二、完形填空：閱讀下面短文，從A、B、C三個選項中選出能填入空白處的恰當選項。
When you go shopping and want to buy some clothes，you should think about which kind of clothes you really need and decide how
money you can??
on them. Then look at the labels that are inside the new clothes. They tell you how to
the clothes. The label for a shirt may tell you to wash it in warm water. A sweater label may tell you to wash it in cold water. The label on a coat may say “dry clean only” and cleaning in water may
this coat. If you do
the directions say on the label, you can keep your clothes looking their best.
1. A. much? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ? B. many? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?C. large
2. A. cost? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?B. spend? ?? ?? ?? ?? ?? ?? ?? ?? ???C. take
3. A. take place of? ?? ?? ?? ?? ?? ?? ? B. take use of? ?? ?? ?? ?? ?? ?? ?C. take care of
4. A. change? ?? ?? ?? ?? ?? ?? ?? ?? ?? ? B. replace? ?? ?? ?? ?? ?? ?? ?? ?? ?C. ruin
5. A. as? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?B. by? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ???C. for
【答案】：
147.— We are planning to register the trademark of “Red Dragon” for your new product. What’s your opinion about this brand name?
—
A. You can’t adopt it.
B. You mustn’t use it.
C. I suggest that you should give it up.
【答案】：
148.We’ll let your know when we? ?? ? a decision.
A. take
B. give
C. make
【答案】：
149.— I wonder whether I could accept this discount or not.
—
A. Why don’t consult with your manager?
B. Why not to consult with your manager?
C. Why not consult with your manager?
【答案】：
150.— What’s the purpose of your visit today?
—
A. Uh, I’m not sure.
B. I’m intending to ask for your advice on brand design.
C. Yes, I’d like to talk with you.
【答案】：
151.I’ve learned? ?? ? today.
A. something new
B. new some thing
C. new something
【答案】：
152.It is a fact? ?? ? his wife, Josephine Dickson, always had some minor accidents.
A. which
B. that
C. what
【答案】：
153.
二、閱讀理解：閱讀下面的短文，根據文章內容進行判斷，正確為“T”，錯誤為“F”。
Brand refers to names, logos and slogans. For example, Nike is known for its slogan “Just do it” and swoosh logo. A trademark shows the origin and ownership of a product or service, which is used to protect names, logos, drawings, symbols and other characters related with a business. Coke? and Coca-cola? are registered trademarks of the Coca-Cola Company.
Many companies spend a lot of money and time registering their trademarks.There are at least two good reasons for this. Firstly, if you trademark a brand, you are the only person allowed to use that Brand name, slogan etc.If others want to use that brand, they must ask your permission or pay some money. Secondly, registration also allows the owner to bring legal action against anyone who uses the trademark without authorization.
There are basic trademark symbols, e.g. “TM” for goods and “SM” for service. They tell the public that the product’s name and design are the exclusive property of the company, but a registered trademark ? provides notice that it has indeed been registered.
1. According to the writer, it is not necessary for a company to register a trademark.
2. A trademark may be regarded as a protection for a brand name.
3. The trademark symbols TM and ? can be exchanged in a brand.
4. Legal protection on a brand comes into force only after registration.
5. A company can freely use other companies’ brands.
【答案】：
154.Many companies spend a lot of money and time? ?? ?their trademarks.
A. registering
B. register
C. to register
【答案】：
155.Few people realized the value of a brand,? ?? ? ?
A. didn’t they
B. were they
C. did they
【答案】：
156.
二、閱讀理解：閱讀下面的短文，根據文章內容從A、B、C三個選項中選出一個最佳選項。
Earle Dickson worked for a company manufacturing gauze and tape called Johnson & Johnson. We will never know the reason, but it is a fact that his wife, Josephine Dickson, always had some minor accidents. During the first week of their marriage, she hurt herself twice with the kitchen knife. After that, it just went from bad to worse. It seemed that Josephine was always cutting herself.
One day Earle Dickson had an idea. He sat down with some tape and gauze and a pair of scissors. Then he cut the tape into strips. In the middle of each strip he stuck a little square of gauze. From then on, whenever Josephine had an accident, ready-made bandages were on hand for her to use quickly and without a lot of fuss.
At Johnson & Johnson, people heard about these new bandages which could be put on in thirty seconds. Soon the company started to try these bandages on the market. Slowly they were accepted by the public. Four years later, in 1924, the company installed machines for mass producing the new product, with the trade name BAND-AID.
1. When did Mrs. Dickson often cut herself?
? ???A. When she did gardening.
? ???B. When she did cooking.? ?? ?
? ???C. When she did shopping.? ?? ?? ?? ?
2. Why did Mr. Dickson decide to make the bandages by himself?
? ???A. Because he was interested in studying them.? ?? ?? ?? ?
? ???B. Because the company asked him to do it.? ?? ?? ?
? ???C. Because his wife was often in a mass when she cut herself.
3. What does the word “ready-made” mean for?
? ???A. It means something you need to prepare.
? ???B. It means something you have to make by yourself.
? ???C. It means something you can use at once.
4. What is the main reason for company’s mass production on the bandages Mr. Dickson invented?
? ???A. The bandages are cheap for workers.
? ???B. The bandages are necessary for women.
? ???C. The bandages are welcomed by people.
5. What is the best title for this passage?
? ???A. The Invention of BAND-AID
? ???B. The Instruction to BAND-AID
? ???C. The Products of BAND-AID
【答案】：
157.For Europeans, red can? ?? ? danger.
A. look for
B. stand for
C. wait for
【答案】：
158.You won’t choose this brand name,? ?? ? ?
A. don’t you
B. will you
C. won’t you
【答案】：
159.
二、聽力理解：請聽下面的對話，根據對話內容從A、B、C三個選項中選出一個最佳選項。
1. Why did John pay a visit to Miller?
A. He wanted to buy a set of equipment.
B. He planned to sign an agreement.
C. He’d like to talk about the trademark transfer.
2. Why was John’s company interested in using Miller’s trademark?
A. The trademark is very famous around the world.
B. They need to extend their business scope.
C. They hope to set up a branch.
3. What will John provide for using Miller’s trademark?
A. He is going to devote the labor force.
B. He is going to pay a sum of money.
C. He is going to build a new plant.
4. What price can Miller accept?
A. $ 38,500.
B. $ 44,000.
C. $ 49,500.
5. When will John give the feedback to Miller?
A. After he talks with his manager.
B. After he makes a careful calculation.
C. After he does a market survey.
【答案】：
拿答案：1144766066

國開中央電大專科《商務英語1》形考任務單元自測1至8試題及答案(4)

國開電大管理英語1形考任務單元自測6試題及答案

"題目：______ means to do what you should do on time.

: To be punctual

; Punctual

; Be punctual? ? "

"題目：—? ?? ?? ?? ?? ?? ?? ?

— The round-trip air fare for a person is only $188.

: What is the exact air fare?

; How much does the airplane cost?

; How much does the trip cost?"

"題目：— Hello, this is John speaking. Could I speak to Mike?

—? ?? ?? ?? ?? ?? ?? ?

: Sorry, who is Mike?

; Hold the line, please.

; Of course you can."

"題目：— Hello. Sky Travel Agency. May I help you?

—? ?? ?? ?? ?? ?? ?? ?? ?

: Yes, I"d like to make reservations to Beijing on the flight ZH8147 at 6:00 pm on December 19th.

; Yes, I prefer economy class.

; Yes, what"s your line of business?"

"題目：— May I speak to Tom?

— I"m sorry. He isn"t in the office now.

—? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ???

— Yes, of course.

: Who"s calling, please？

; Can I leave a message？

; Can I help you？"

"題目：— This is Melinda speaking from Qiaoxiang Community Service Center.? ?? ?? ?? ?? ?? ?? ?? ?? ?? ???

— Let me see. There will be some visits to our community library and learning center.

: Please tell me the arrangement of the visit next Monday.

; I"m calling for the arrangement of the visit next Monday.

; Can you tell me the address of your community?"

"題目：Can you explain your arrangements? ?? ????

: on detail

; in detail? ?

; of detail"

"題目：Do not do anything _____ should go against his will.

: which

; what

; that"

"題目：Do you require a deposit（定金）to? ?? ???a reservation?

: confirm

; book

; cancel"

"題目：Mike ______ his colleagues when the phone rang.

: was talking with

; talked with

; is talking with"

"題目：Most tour companies ______ advance payment when a booking is made.

: have difficulty with

; insist on

;??turn down"

"題目：She wants a job where ______ .

: can put her management skills to good use

; her management skills can be put to good use

; can her management skills be put to good use"

"題目：This is true of management ______ of workers.

: as well as

;??but

; also"

"題目：When will the General Manager be? ?? ?? ??

: tentative

; local

; available"

" 二、完型填空：閱讀下面的短文，根據文章內容從A、B、C三個選項中選出一個最佳選項將其補充完整。

? ? Organizing your daily schedule is something that you know needs to be done, but where exactly does one start? A lot of people see time {A; B; C} as a super-power. {A; B; C} effectively organizing your daily schedule at work is simple if you have a plan, and it"s a skill that anyone can learn.

? ? What does the start of your day look {A; B; C} ? Do you come to the office, sit down at your desk, and have no idea where to begin? Invest just a few minutes to plan your daily schedule – review your meetings and appointments and work out those important tasks.

? ? Many people waste the first hour or two of their day on“busy work”(checking email, {A; B; C} the web, opening mail, etc.) instead of creating a daily schedule. It"s easy to leave you feeling {A; B; C} you"ve wasted the entire morning. Pick one big task to deal with as soon as you get to the office.

1. A. managing? ?? ?? ?? ?? ???B. management? ?? ?? ?? ?? ?? ?C. manager

2. A. But? ?? ?? ?? ?? ?? ?? ?? ?? ? B. So? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ???C. Although

3. A. as? ?? ?? ?? ?? ?? ?? ?? ?? ???B. up? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?C. like

4. A. surfing? ?? ?? ?? ?? ?? ?? ?B. playing with? ?? ?? ?? ?? ?? ?? ? C. going on

5. A. even if? ?? ?? ?? ?? ?? ?? ? B. even though? ?? ?? ?? ?? ?? ???C. as though"

"二、翻譯：從以下A、B、C三個選項中選出與英文最適合的中文翻譯。

1. If you would rather not carry a planner with you, consider a desk planner that will sit comfortably on a table. {A; B; C}

國開中央電大專科《商務英語1》形考任務單元自測1至8試題及答案(5)

國開電大管理英語1形考任務單元自測1--8

試題及答案

單元自測1

?Please call me Mary. That"s my first name.

: How are you?

; Are you Mary?

; How shall I address you?"

"題目：— Excuse me,

— Yes, it"s 8633-2788. If you have any other questions, don"t hesitate to ask.

: Why my telephone doesn’t work?

; When shall we have lunch?

; could you please tell me what"s the telephone number on my desk?"

"題目：— Hello, I"m David Chen. Nice to meet you.

—? ?? ?? ?? ?? ?? ?? ? .

: Very nice.

; Nice to meet you too.

; Are you?"

"題目：— Hi, I"m Melinda Smith, the new secretary. Nice to meet you here.

— Hi, I"m Mike Brown from the Training Center.

: That"s OK.

; I hope you"ll be happy working here.

; See you later."

"題目：— Sally,? ?? ?? ?? ?? ?? ?, Mary Brown.

— Nice to meet you. I"m Sally Johnson, the Sales Manager.

: What a pleasure

; this is our new secretary

; Thanks a lot"

"題目：“Isn"t it impolite to call people by their first names?” The underlined word is of the same word class as? ?? ?? ?.

: work

; possibly

; interesting"

"題目：Don"t be afraid? ?? ?? ?ask a lot of questions.

: to

; on

; of"

"題目：Hello, everyone. I"d like to? ?? ?? ?to you our new secretary, Melinda Smith.

: introduce

; welcome

; meet"

"題目：I like the working atmosphere here.It"s very? ?? ?? ?.

: funny

; boring

; friendly"

"題目：I think? ?? ?? ? is impolite to call people by their first names.

: that

; it

; as"

"題目：I"m looking forward to? ?? ?? ? together with you.

: working

; worked

; work"

"題目：If you have any questions here, please tell us. We"ll all be? ?? ?? ? to help you.

: readiness

; ready

; already"

"題目：Keeping eye contact makes the other person? ?? ?? ? welcome and comfortable.

: to feel

; feeling

; feel"

"題目：People here usually? ?? ?? ? each other by their first names instead of family names.

: call

; work

; hear"

"題目：Smile a lot and be? ?? ?? ?friendly as possible to everyone you meet.

: very

; so

; as"

"二、翻譯：從以下A、B、C三個選項中選出與英文最適合的中文翻譯。

1. I"ll show you around and introduce you to other colleagues.{A; B; C}

A. 我給你顯示下周圍，把你介紹給其他的同事。

B. 我在周圍出示并把你介紹給其他的同事。

C. 我帶你四處轉轉，把你介紹給其他的同事。

2. How long have you been working here? {A; B; C}

A. 你在這里工作多久了？

B. 你什么時候在這里工作的？

C. 你怎么在這里工作的？

3. Your life has changed and you will get used to it. {A; B; C}

A. 你的生活已經發生了變化，你要適應它。

B. 你的生活已經發生了變化，你要被它利用。

C. 你的生活已經發生了變化，你要使用它。

4. Since we all want to set a good first impression, it is important to know the right shaking hands manners. {A; B; C}

A. 自從我們想要有一個好印象，我們就了解了正確的握手方式。

B. 既然我們都想給別人留下一個好的第一印象，那么了解一下正確的握手禮儀就非常重要了。

C. 既然我們都得到了一個好印象，所以知道正確的握手禮儀非常重要。

5. I like the working atmosphere here. {A; B; C}

A我喜歡這的工作氣氛。

B.我喜歡這里發揮作用的空氣。

C.我喜歡這里的工作環境。"

"二、聽力理解：請聽下面的對話，根據對話內容從A、B、C三個選項中選出一個最佳選項。

Listen to the dialog and fill in the blanks with the words given below.

u1-task3.mp3

_Melinda Smith"s got a job at Qiaoxiang Community Service Center. Today is her first day at work.George, the Director of the Administration Department, is introducing her to Wendy and Helen._

GEORGE: Hello, everyone. I"d like you to {call; really; meet; number; forward} our newcomer, Melinda.

MELINDA: Hi, I"m Melinda Smith, nice to meet you all here.

WENDY: Nice to meet you, too, Melinda. I"m Wendy Brown, just {call; really; meet; number; forward}me Wendy.

HELEN: Hi, I"m Helen Clinton. Welcome.

_Melinda shakes hands with everyone._

WENDY: Would you come over, please, Melinda? This is your desk.

MELINDA: Thank you very much. Could you please tell me what"s the telephone {call; really; meet; number; forward} on my desk?

HELEN: Oh, it"s 8633-2788. If you have any questions here, please tell us. We"ll all be ready to help.

MELINDA: Thanks for everything. You"re {call; really; meet; number; forward} helpful.

WENDY: When you are free, I"ll show you around our center and introduce??you to other colleagues.

MELINDA: That"s great! I"ll be looking {call; really; meet; number; forward} to it."

"二、閱讀理解：閱讀下面的短文，根據文章內容從A、B、C三個選項中選出一個最佳選項。

Shaking Hands Manners

If you thought handshakes were just a gesture of greeting, then think again! A handshake is not only a way of greeting; it can also show your personality. Since we all want to set a good first impression, it is important to know the right shaking hands manners.

Stand up and maintain eye contact while shaking hands. If you are seated when someone comes for a handshake, stand up and shake his or her hand. It is impolite to be still seated. Keep right distance between the two of you; not too close, but enough distance to shake your hands well. Keeping eye contact makes the other person feel welcome and comfortable.

Keep a handshake brief and firm. You let go of each other"s hand after 2-3 seconds. Make sure your handshake ends before your conversation does. One"s handshake should show a feeling of strength and warmth. The hand should be firm and not lifeless like seaweed. Then, how firm should a handshake be? Just grasp the person"s hand completely and do not press it too hard.

1. Which of the following statements about the significance of handshakes is not true?{A; B; C}

A. Handshakes are just a gesture of greeting.

B. Handshakes are more than a way of greeting.

C. Handshakes can show our personality.

2. If you are seated when someone comes for a handshake, you should {A; B; C}.

A. stand up and shake his or her hand

B. keep seated and shake his or her hand

C. bow and say hello to him or her

3. Keeping eye contact while shaking hands makes the other person feel {A; B; C}.

國開中央電大專科《商務英語1》形考任務單元自測1至8試題及答案(6)

國開電大管理英語1形考任務單元自測3試題及答案

"題目：? ?? ? your plan and don"t stop until it is finished.

: Stick

; Follow

; Insist"

"題目：______ has not yet been decided.

: When to hold the meeting

; When is held the meeting

; When hold the meeting"

"題目：—

— I"m not sure what I"ll do. I hope to watch TV and enjoy myself.

: Where are you going?

; What are your plans for summer vacation?

; What are you doing?"

"題目：—

— Nothing much.

: What"s up?

; Can I help you?

; Is everything going well?"

"題目：—

— I"m afraid not. But I"ll be free this afternoon.

: Is there any vacancy in your company?

; Do you have the time?

; Can you spare me a few minutes now?"

"題目：— Hey, Derek, which do you think is harder to learn, marketing or designing?

—

: It is the best design I have ever seen.

; I like it very much.

; Personally, I think designing is more difficult."

"題目：— We"ll have a charity book sale together with Menglin Publishing House next month.

— Yes. I think the Music Square is large enough.

: Which place is suitable?

; Can you tell me the possible location?

; Could you give any suggestion on the location?"

"題目：She hasn"t the funds to? ?? ???her design.

: make sure

; end up

; carry out"

"題目：She kept on ______??although she was tired.

: working

; work

; to work"

"題目：The work was done? ?? ???her instructions.

: accordance with

; according to

; according with"

"題目：Through the work plan, the team leader is able to ______ the tasks at hand, the deadlines for completion, and the responsible parties for effective management.

: simplify

; modify

; identify"

"題目：Within the team, a work plan can tell each member what ______ and why.

: is being done

; has done

; has been done"

"題目：You can pick a specific time and place and ask them ______ they want to go.

: where

; that

; if"

"題目：Your goal is to publish a book and have _____ manuscript sent out to publishers by November 2016.

: the

; an

; a"

"二、 閱讀理解：閱讀下面的短文，根據文章內容進行判斷，正確寫“T”錯誤寫“F”

Whatever projects you do, you need to have a clear and accurate action plan. Here are a few ideas to make a good action plan.

First, know your goals. If you don"t know where you"re going, you"re likely to end up anywhere, or even nowhere. The action plan should be specific, measurable, achievable, relevant and timed (SMART). It will take you toward the completion of that goal.

Next, list the necessary strategies that will be used to realize the goals. Be clear about very important events, and also any hidden difficulties you may meet. Break large tasks into smaller ones. Set deadlines for each task. Without clear deadlines, some tasks may never get completed.

Thirdly, follow your plan and don"t stop until it"s finished. Once your plan is made and shared with the team, the next step is simple: take daily action and make sure that everyone is doing their part.

Finally, change the date if you must, but never give up on the goals. Sometimes unexpected situations and events can appear and prevent you from finishing the tasks on time. If this happens, do not be discouraged – change your plan and continue working to meet your goals.

1. Whether you need to have a clear action plan depends on what kind of project you do.{T; F}

2. SMART stands for “suitable, measurable, achievable, relevant, timed”.{T; F}

3. When making an action plan, you"d better take possible difficulties into consideration.{T; F}

4. Don"t change your plan even if some unexpected events happen.{T; F}

國開中央電大專科《商務英語1》形考任務單元自測1至8試題及答案(7)

國開(中央電大)專科《市場營銷學》網上形考(任務1至4)試題及答案

說明：試卷號碼：2175；

適用專業：電子商務，工商管理(工商企業管理方向)，工商管理(市場營銷方向)，旅游(酒店管理方向),旅游(旅游管理方向)，汽車(汽車營銷方向)。

形考任務1 試題及答案

一、判斷題

1.市場營銷就是推銷和廣告。[答案：錯]

2.生產觀念和產品觀念都屬于以企業產品為中心的經營思想，其區別在于前者注重質量，后者注重產量。[答案：錯]

3.從市場營銷學的角度來理解，市場是指買賣之間商品交換關系的總和。[答案：錯]

4.保護消費者權益是企業社會責任的重要內容。[答案：對]

5.企業戰略規劃的第一個步驟是確定企業目標。[答案：錯]

6.某企業一業務單位呈低市場增長率、高相對市場占有率，對它最適宜的投資策略是發展策略。[答案：錯]

7.香水制造商設法說服不用香水的婦女使用香水，這是運用了市場滲透策略。[答案：錯]

8.企業市場營銷管理的目的在于使企業的活動與外部環境的發展變化相適應。[答案：對]

9.市場營銷組合這一概念是由美國的杰羅姆.麥卡錫教授首先提出來的。[答案：對]

10.某拖拉機公司以前向橡膠和輪胎公司采購所需輪胎，現決定自己辦廠生產輪胎。這就實現了前向一體化。[答案：錯]

11.微觀環境與宏觀環境之間是一種并列關系，微觀環境并不受制于宏觀環境，各自獨立地對企業的營銷活動發揮著影響作用。[答案：錯]

12.消費需求變化中最活躍的因素是個人可支配收入。[答案：錯]

13.隨著經濟的發展，人們的文化生活日益豐富，這對書刊、報紙等文化產品的行業來說是一種市場機會。[答案：對]

14.在無需求的狀態下，企業營銷的任務是進行刺激性營銷；在需求下降的情況下，企業則應實行恢復性營銷。[答案：對]

15.恩格爾系數越高，人們的生活水平越高；反之，恩格爾系數越小，人們的生活水平越低。[答案：錯]

16.國外一些廠商常花高價請明星們穿用他們的產品，可收到顯著的示范效應。這是利用了社會階層對消費者的影響。[答案：錯]

17.馬斯洛的需求層次論認為，人類的需要可以由低到高順序排列成不同的層次，在不同時期各種需要對行為的支配力量不同。[答案：對]

18.生產廠家對皮革的需求，取決于消費品市場上人們對皮鞋、皮包、皮箱等皮革制品的的需求，有人把這種特征稱為引申需求。[答案：對]

19.顧客的信念并不決定企業和產品在顧客心目中的形象，也不決定他的購買行為。[答案：錯]

20.消費品盡管種類繁多，但不同品種甚至不同品牌之間不能相互替代。[答案：錯]

二、單項選擇題

21.工商企業的市場營銷工作最早是以( )為指導思想的。

[答案：生產觀念]

22.市場營銷觀念的中心是( )。

[答案：發現需求并設法滿足它們]

23.營銷在公司中最理想的地位是( )。

[答案：顧客作為核心功能和營銷作為整體功能]

24.在市場營銷的初創階段，其主要研究內容是：( )

[答案：推銷與廣告的方法]

25.市場營銷組合是指( )。

[答案：對企業可控的各種營銷因素的組合]

26.戰略環境因素變化的結果，對企業及其活動形成有利的條件是( )。

[答案：市場機會]

27.適應企業界解決問題的需要，這是IBM公司為自己規定的( )。

[答案：企業的任務]

28.對明星類的業務單位，可供選擇的投資策略應是( )。

[答案：發展策略]

29.以下哪一個不是密集性增長戰略的實現途徑：( )。

[答案：同心多角化]

30.當企業面臨環境威脅時，可通過各種方式限制或扭轉不利因素的發展，這就是( )策略。

[答案：對抗]

31.市場營銷環境是影響企業營銷活動的( )的因素和力量，包括宏觀環境和微觀環境。

[答案：不可控制]

32.消費者個人收入中扣除稅款和非稅性負擔之后所得的余額叫做( )。

[答案：個人可支配收入]

33.某啤酒公司準備開發某地市場，調查后發現，該地的人不喜歡喝啤酒。對此，企業市場營銷的任務是實行( )。

[答案：扭轉性營銷]

34.以下哪一項不屬于市場營銷宏觀環境的范疇？( )。

[答案：競爭者]

35.分析影響消費者行為的內在心理因素的目的是為了( )。

[答案：采取適當的營銷策略技巧，以誘導消費者作出對企業有利的購買決策]

36.( )是生產者購買決策過程的起點。

[答案：確認需求]

37.小劉計劃購買一臺電腦，但他既缺乏電腦方面的知識，又不了解有關的市場情況，對他這樣的消費者，企業當務之急的營銷措施是( )。

[答案：適時傳遞有關產品的信息]

38.消費者初次購買差異性很大的耐用消費品時發生的購買行為屬于( )。

[答案：探究性購買]

39.下列因素中哪個不是影響生產者購買決策的主要因素？

[答案：文化]

40.消費者的購后評價主要取決于( )。

[答案：產品質量和性能發揮狀況]

三、多項選擇題

41.按照社會市場營銷銷觀念，企業制定市場營銷策略時，應兼顧( )。

[答案：市場需求；社會整體利益；企業利潤]

42.以下哪些內容屬于企業需承擔的社會責任？( )

[答案：使消費者具有自由選擇產品的權利；使消費者具有申訴的權利；使消費者獲得有關產品的充分信息的權利；使消費者獲得安全的產品與服務的權利]

43.企業的任務報告應當做到以下幾點：( )

[答案：貫徹市場營銷觀念；鼓舞人心；切實可行]

44.密集性增長戰略具體的實現途徑主要有( )。

[答案：產品開發；市場開發；市場滲透]

45.下列因素中，企業可控制的因素是( )。

[答案：地點；價格；產品]

46.以下屬于市場營銷微觀環境范疇的有( )。

[答案：經銷商；競爭者]

47.下列商品或服務的購買對我國城市居民來說，哪些屬于個人可任意支配收入項下的開支？( )

[答案：遠程旅游；打保齡球；美容]

48.消費者購買行為中，探究性購買一般有哪些特點？( )

[答案：消費者對所需要的商品很不了解；消費者一般對該類商品沒有購買經歷；商品一般價格高，購買頻率低]

49.研究生產者購買行為時應做到( )。

[答案：分析購買決策各階段的特征；有針對性地制定營銷方案；研究影響購買決策的因素；了解誰參加購買決策；了解購買行為的類型]

50.在飽和需求狀態下，實行保持性營銷策略的主要措施有( )。

[答案：努力維持現有的需求水平；保持產品質量的穩定；嚴格控制成本]

形考任務2 試題及答案

一、判斷題

1.市場信息就是消費者的需求信息。[答案：錯]

2.內部辦公系統提供的是結果數據，而營銷情報系統則提供即時發生的數據。[答案：對]

3.問卷中問題的安排應先易后難，有簡單到復雜，由淺入深。[答案：對]

4.電話調查法回應率高，可以很快給出有效答案，是迅速收集信息的最好方法。[答案：錯]

5.搜集二手資料的主要方法是文案調查法。[答案：對]

6.公司最直接的競爭者是那些同一行業統一戰略群體的公司。[答案：對]

7.差異優勢競爭戰略是通過充分認識自己的優勢、集中發揮自身優勢取勝的競爭戰略。[答案：錯]

8.企業通常以與本企業相似的競爭者為進攻的目標。[答案：對]

9.市場領先者戰略的核心是進攻。[答案：錯]

10.采用跟隨策略的缺點在于風險很大。[答案：錯]

11.消費者購買行為的特征不能作為細分變數。[答案：錯]

12.如果市場上所有顧客在同一時期偏好相同，對營銷刺激的反應也相近，宜實行無差異性市場策略。[答案：對]

13.避強定位策略要求企業必須具有與競爭對手不相上下的的競爭能力。[答案：錯]

14.差異性市場策略的最大缺點是風險較大。[答案：錯]

15.生產者市場的標準與消費者市場細分是一樣的。[答案：錯]

16.經營者除了提供質量合格的產品，還必須提供相應的附加服務，如保養、售后服務等，這是產品整體概念的一部分，很有必要。[答案：對]

17.某攝影用品公司經營照相機、攝影器材、沖洗藥品等，其中照相機就是一個產品線，在相機這類產品中，海鷗DF相機就是一個產品項目。[答案：對]

18.品牌是一種集合概念，蘊涵著豐富的市場信息，其中最持久并且揭示了品牌間差異的實質性的是品牌的利益。[答案：錯]

19.一個設計出色的產品包裝，不但可以保護產品，還可以增加商品本身的價值，進而增加企業的利潤。[答案：對]

20.每一種產品都需經歷介紹期、成長期、成熟期和衰退期等四個階段。[答案：錯]

二、單項選擇題

21.一個由人、機器和程序組成，為營銷決策者收集、挑選、分析、評估和分配其所需要的、及時的和準確的信息綜合系統就是( )。

[答案：市場營銷信息系統]

22.以下哪一個不屬于企業內部的信息來源？( )

[答案：政府發布的經濟公報]

23.問卷設計中有這樣一個問句：您是否經常購買啤酒？，這個問句存在什么問題？( )

[答案：用詞不確切]

24.本調查是為了了解某市上網人口數、上網人口的特性、上網方式、上網時間以相關網絡行為，以了解網絡使用人口的組成特性與使用狀況，這項調研屬于( )。

[答案：描述性調研]

25.市場營銷調研的第一步是( )。

[答案：收集信息]

26.一個企業若要識別其競爭者，通常可從以下( )方面進行。

[答案：產業和市場]

27.( )通過以優質的產品和高水平的服務贏得顧客和公眾取得競爭優勢。

[答案：高質量競爭戰略]

28.當一個企業規模較小，人力、物力、財力都比較薄弱時，應當采取( )競爭策略。

[答案：專業化生產和經營]

29.市場領先者擴大市場需求量的途徑是( )。

[答案：開辟產品的新用途]

30.為了掌握及時準確的競爭者情報，企業需要建立( )。

[答案：自己的市場信息系統]

31.同一細分市場的顧客需求具有( )。

[答案：較多的共同性]

32.某服裝企業將消費者市場分為傳統型、新潮型、節儉型奢靡型等，這是依據( )所做的細分。

[答案：心理因素]

33.避強定位策略的主要優點是( )。

[答案：使企業較快速地在市楊上站穩腳跟，市場風險較小]

34.無差異性策略的最大優點是( )。

[答案：成本的經濟性]

35.市場細分最重要的作用體現在( )。

[答案：有利于企業發現和比較市場機會]

36.某服裝廠原來只生產高檔服裝，后來規模擴大，開始增加生產中檔和抵擋服裝，這種產品組合策略屬于( )。

[答案：向下延伸]

37.寶潔公司為其擁有的不同的美發護發產品分別制定了不同的品牌，在中國市場上，該公司擁有飄柔、海飛絲、潘婷、沙宣和伊卡璐等五大品牌。寶潔公司采取的商標策略是( )。

[答案：家族商標策略]

38.以下關于包裝的說法哪個是不對的？( )

[答案：包裝越精美越好]

39.以下哪一個不應是優選最佳新產品構想的依據？( )

[答案：新產品的體積大小]

40.在新產品開發過程的第一個階段，營銷部門的主要責任是( )。

[答案：搜集構想]

三、多項選擇題

41.二手資料的信息來源有( )。

[答案：報刊、書籍；內部來源；政府刊物；商業資料]

42.以下屬于調研方案設計需要確定的問題的是( )。

[答案：調研項目預算；需要回答什么問題；何時收集信息；如何收集信息]

43.以下哪幾個是市場領先者的策略？( )

[答案：陣地防御；開辟產品的新用途；提高市場占有率]

44.補缺基點的特征主要有( )。

[答案：企業具有占據該補缺基點所必需的資源和能力；有足夠的市場潛量和購買力；對主要競爭者不具有吸引力]

45.除了對某些同質商品外，消費者的需求總是各不相同的，這是由消費者的( )等差異所決定的。

個性

[答案：個性；購買行為；文化背景；地理位置；年齡]

46.地理細分變數有( )。

[答案：氣候；地形；人口密度；城鄉]

47.包裝的作用表現在( )。

[答案：保護產品；傳遞產品信息；便于識別商品；方便使用]

48.企業在市場定位過程中，( )。

[答案：要選擇本企業產品的特色和獨特形象；要研究目標顧客對該產品各種屬性的重視程度；要了解競爭產品的市場定位]

49.企業針對成熟期的產品所采取的市場營銷策略，一般來說可采取的途徑是( )。

[答案：鞏固老用戶；開發新市場；重點宣傳企業信譽；開發新產品]

50.新產品開發需要優選最佳產品構想，選擇的依據是( )。

[答案：未來的市場潛量；新產品的獲利情況；新產品的原料來源保證情況；新產品的成本與設備能力情況]

形考任務3 試題及答案

一、判斷題

1.在競爭激烈的情況下，為了與同行和平共處，適于采用隨行就市定價法。[答案：對]

2.成本導向定價法的缺點是不能反映市場需求狀況和競爭狀況。[答案：對]

3.當企業以利潤最大化為定價目標時，其價格往往定得很高，以求在最短的時間內取得最大利潤。[答案：錯]

4.產品的需求價格彈性與產品本身的獨特性和知名度密切相關，越是獨具特色和知名度高的產品，需求彈性越大，反之，則需求彈性越小。[答案：對]

5.對于互補產品的定價原則是同高同低。[答案：錯]

6.分銷渠道的存在是為解決因生產與消費的分離而產生的產品數量、品種、時間、地點和所有權等方面的矛盾。[答案：對]

7.生產企業在特定的市場里，選擇幾家批發商或零售商銷售特定的產品，這就是選擇性銷售。[答案：對]

8.真正折扣商店以低價銷售產品，所以其經營的產品品質一般不會很高。[答案：錯]

9.直效營銷有助于企業降低經營成本。[答案：對]

10.消費品分銷渠道的主要類型是直接式渠道。[答案：錯]

11.公共關系是一項短期的促銷方式。[答案：錯]

12.企業進行有效溝通的第一步就是找出目標接受者。[答案：對]

13.促銷的實質是商品交換。[答案：錯]

14.銷售促進適用于品牌忠誠性較強的消費者。[答案：錯]

15.網絡營銷的目的，是利用各種互聯網工具為企業營銷活動提供有效的支持。[答案：對]

16.關系營銷就是企業要經常單向地向顧客發送信息，以此來影響顧客的購買行為。[答案：錯]

17.數據庫營銷的運作的第一步是數據存儲。[答案：錯]

18.綠色營銷是以滿足消費者的利益為目的、以保護企業利益為宗旨的營銷模式。[答案：錯]

19.行動式營銷通過偶像、角色來激發消費者，使其生活形態得以改變，從而實現產品的銷售。[答案：對]

20.當產品處于其生命周期的介紹期時，促銷策略的重點是認識了解商品，提高知名度。[答案：對]

二、單項選擇題

21.以下屬于需求導向定價法的有( )。

[答案：理解價值定價法]

22.當企業有意愿與同行和平共處而且自身產品成本的不確定因素又較多時，企業往往會采取( )的定價方法。

[答案：隨行就市定價法]

23.一般說來，產品最低價格取決于( )。

[答案：產品的成本費用]

24.在以下哪種情況下，企業宜采取薄利多銷策略？( )

[答案：產品富于需求彈性即E＞l時]

25.在市場對產品價格極為敏感、企業的生產成本和經營費用會隨生產經營的增加而下降，低價不會引起實際和潛在的競爭，企業宜對此產品采用( )

[答案：滲透定價]

26.在工業品(特別是單位價值較高的工業品)銷售中，( )模式占主要地位。

[答案：直接渠道]

27.下列情況下的( )類產品宜采用最短的分銷渠道。

[答案：技術性強、價格昂貴的產品]

28.以下哪一項不是批發商的職能？( )。

[答案：延長產品的生命周期]

29.下面哪種方式不屬于直效營銷？( )

[答案：店鋪營銷]

30.渠道成員之間彼此獨立，各為其利，條件合適便達成購銷交易，不合適便各自獨自行動，這種松散的銷售網絡結構稱之為( )

[答案：個別式分銷渠道結構]

31.整合營銷溝通的目的是( )

[答案：建立起品牌與消費者之間的長期關系]

32.制造商推銷價格昂貴、技術復雜的機器設備時，適宜采取( )的方式。

[答案：人員推銷]

33.哪種促銷方式是一種能見度最高的公共溝通方式，受眾面廣，并在一定范圍表現為無差異地提供信息，許多人共同接受同樣的信息？( )

[答案：廣告]

34.以下哪個不是廣播媒體的優越性？( )。

[答案：針對性強，有的放矢]

35.以下不屬于銷售促進方式的是哪一項？( )

[答案：上門推銷]

36.以下哪個不是網絡營銷的手段？( )

[答案：商品展銷會]

37.關系營銷的本質特征不包括( )。

大規模定制的內涵是( )。

[答案：更快地達成交易]

38.一種產品或服務滿足絕大多數消費者的需要

[答案：個性化的產品和服務的大規模生產]

39.以下哪一個不屬于企業體驗營銷的策略？( )

[答案：直接營銷]

40.以下哪一個不是綠色產品的特征？( )

[答案：產品質優價廉，有良好的售后服務]

三、多項選擇題

41.以下哪種價格形式屬于差別定價？( )

[答案：對不同花色、不同款式的同種商品所定的不同價格；劇院里不同位置的座位的票價不同]

42.影響產品需求價格彈性的因素很多，在以下哪種情況下產品的需求價格彈性最小？( )

[答案：與生活關系密切的必需品；與生活關系不十分密切且競爭產品多的非必需品;知名度高的名牌產品]

43.以下( )情況下，新產品可采取滲透定價策略?

[答案：新產品無明顯特色，且市場已被他人領先；生產和分銷成本有可能隨產量和銷量的擴大而降低；新產品競爭激烈]

44.價格折扣主要有( )等類型。

[答案：業務折扣；季節折扣；數量折扣；現金折扣]

45.短渠道的好處是( )。

[答案：產品上市速度快；市場信息反饋快；節省流通費用]

46.下列哪種情況適宜采取普遍性銷售策略？( )

[答案：產品潛在的消費者或用戶分布面廣；企業生產量大、營銷能力強]

47.具備下列哪些條件時，企業可選擇直接式渠道？( )

[答案：產品易腐易損，需求時效性；產品技術性強；消費者或用戶一次需求批量大]

48.影響分銷渠道設計的因素有( )。

[答案：企業特性；產品特性；競爭特性；環境特性；顧客特性]

49.影響企業促銷組合和促銷策略的因素很多，主要應考慮的因素有( )。

[答案：產品生命周期的階段；現實和潛在顧客的狀況；產品類型與特點；推或拉的策略]

50.以下哪種情況適宜采用人員推銷？( )

[答案：價格昂貴的產品；企業推銷能力強；企業產品只在某幾個市場銷售；技術性強，消費者和用戶集中]

形考任務4 試題及答案

一、案例設計與分析(15分)(請將答案以附件的形式提交，在在線輸入框中輸入見附件)

請上網(或通過其他方式，如報紙、雜志等)查找一篇市場營銷學方面的案例，將其復制在本次作業上，就你所選擇的案例提出1～2個問題，并做出分析或判斷。(分析部分不少于500字)(評分標準：案例5分，問題5分，分析5分)

【注：(1)學生可以自行采集案例，但須保證案例的真實性；(2)不得選用本課導學和網絡課程提供的案例)】

參考答案：

在80年代和90年代初，罐頭在中國市場上有很大的銷量，尤其是水果罐頭，更是受到廣大消費者的喜愛。在汕頭有一罐頭廠，以生產橘子罐頭出名，但是剩下的橘子皮一直沒有很好的方法處理，于是便將橘子皮以九分錢一斤的價格送往藥品收購站銷售，但依然十分困難。他們思考難道橘子皮只能入中藥做成陳皮才有用?經過一段時間的研究，他們終于開發出“珍珠陳皮“這一新用途，可將其用做小食品．而且這種小食品具有養顏、保持身材苗條等功能。牋牋?以何種價格銷售這一產品？經市場調查發現，婦女和兒童尤其喜歡吃零食，且在此方面不吝花錢，但懼怕吃零食會導致肥胖，而珍珠陳皮正好解其后顧之憂，且市場上尚無同類產品。于是，他們決定每15克袋裝售價1元，合33元一斤，投放市場后，該產品銷售火爆。

(1)該企業采取了何種定價策略？

答：這一案例運用了新產品定價策略中的撇脂定價策略，撇脂定價是指產品在生命周期的最初階段，把產品價格定得很高以攫取最大利潤。本案例中，罐頭廠將“珍珠陳皮”一新產品定價為33元／斤的高價，能最大限度地為企業賺取利潤。

(2)為什么要采用這種策略？

答：采取撇脂定價是因為：(1)“珍珠陳皮”這種小食品生命周期短，生產技術一般比較簡單，易被模仿，即使是專利產品，也容易被競爭者略加改進而成為新產品，故應在該產品生命周期的初期，趁競爭者尚未進入市場之前獲取利潤，來盡快彌補研制費用和收回投資。(2)“珍珠陳皮”之所以敢采取撇脂定價策略，還因為有如下保證：①市場需求較大；②產品質量較高，配科和包裝均較考究；②產品迎合了消費者追求健美的心理，既能防止肥胖，又可養顏；④產品是新產品。

(3)若低價銷售是否能獲得與高價同樣多甚至更多的利潤？

答：在此案例中，企業不能制訂低價，否則將導致利潤大量流失，因為若實行低價，一方面無法與其他廉價小食品區分開來，需求量不一定能比高價時大，另一方面該食品生產工藝并不復雜，很快就會有競爭者進入，采取低價格根本就無法收回投資。

二、論述題(5分)(請將答案以附件的形式提交，在在線輸入框中輸入見附件)

在以下題目中任選一題，提出自己的觀點，進行分析論述。要求：觀點明確，論證充分，文字簡練。不少于300字。

1.當消費者購買洗衣機時，有的人會以洗衣機的潔衣能力、操作的簡便性為依據決定是否購買，而有的人是因為洗衣機的外觀漂亮、售后服務好購買，這是為什么呢？研究消費者購買行為的這一特性，對企業營銷有什么意義？

2.是不是所有的競爭對手都是企業的敵人？如果不是，試說明競爭對手能為企業帶來哪些好處？

3.高檔產品才是優質產品的觀點是否正確？為什么？

4.商品的降價競爭尤其適合于需求價格彈性較大的商品，你對這句話是如何認識的？

答：造成這種現象主要是因為消費者在購買商品時追求的利益是不同的，也就是購買著眼點不同。這是由影響購買行為的這種因素決定的。企業必須要研究消費者購買行為的這一特性，可以根據這種分析進行市場細分，從中選擇自己的目標市場，也可以為不同追求的消費者分別設計、提供不同的產品，達到擴大市場的目的。