国家开放大学：2015年春季学期“开放本科”商务英语专业高级商务英语阅读期末试题（7月）.pdf_大学文库

Part One Questions 1-7.(21 points) Read the following passage and then matchthe statements (1-7)to the letter (A,B,C or D). (3 points each) In addition to categorizing by type of offering,most products intended for consumer use can be further categorized by how frequently and where they are purchased. A Convenience Products -These are products that appeal to a very large market segment.They are generally consumed regularly and purchased frequently.Examples include most household items such as food,cleaning products,and personal care products. Because of the high purchase volume,pricing per item tends to be relatively low and consumers often see little value in shopping around since additional effort yields minimal savings.From the marketer's perspective the low price of convenience products means that profit per unit sold is very low.In order to make high profits marketers must sell in large volume.Consequently,marketers attempt to distribute these products in mass through as many retail outlets as possible. & Shopping Products-These are products consumers purchase and consume on a less frequent schedule compared to convenience products..Consumers are willing to spend more time locating these products since they are relatively more expensive than convenience products and because these may possess additional psychological benefits for the purchaser, such as raising their perceived status level within their social group.Examples include many clothing products,personal services,electronic products,and household furnishings. Because consumers are purchasing less frequently and are willing to shop to locate these products,the target market is much smaller than that of convenience goods.Consequently, marketers often are more selective when choosing distribution outlets to sell their products. C Specialty Products-These are products that tend to carry a high price tag relative to convenience and shopping products.Consumption may occur at about the same rate as shopping products but consumers are much more selective.In fact,in many cases consumers know in advance which product they prefer and will not shop to compare products.But they may shop at retailers that provide the best value.Examples include high-end luxury automobiles,expensive champagne,and celebrity hair care experts.The target markets are generally very small and outlets selling the products are very limited to the point of being exclusive. D In addition to the three main categories above,products are classified in at least two additional ways: 1426

Part One Questions 7. (21 points) Read the foHowing passage and then matchthe statements (1 一7) to tbe letter (A , B , C or D). (3 points each) In addition to categorizing by type of offering , most products intended for consumer use can be further categorized by how frequent1y and where they are purchased. A Convenience Products - These are products that appeal to a very large market segment. They are generally consumed regularly and purchased frequent1y. Examples inc1 ude most household items such as food , c1eaning products, and personal care products. Because of the high purchase volume , pricing per item tends to be relatively low and consumers often see litt1 e value in shopping around since additional effort yields minimal savings. From the marketer' s perspective the low price of convenience products means that profit per unit sold is very low. In order to make high profits marketers must sell in large volume. Consequent1y , marketers attempt to distribute these products in mass through as many retail outlets as possible. B Shopping Products These are products consumers purchase and consume on a less frequent schedule compared to convenience products. . Consumers are willing to spend more time locating these products since they are relatively more expensive than convenience products and because these may possess additional psychological benefits for the purchaser , such as raising their perceived status level within their social group. Examples inc1 ude many c10thing products, personal services, electronic products, and household furnishings. Because consumers are purchasing less frequently and are willing to shop to locate these products, the target market is much smaller than that of convenience goods. Consequently. marketers often are more selective when choosing distribution outlets to sell their products. C Specialty Products These are products that nd to carry a high price tag relative to convenience and shopping products. Consumption may occur at about the same rate as shopping products but consumers are much more selective. In fact , in many cases consumers know in advance which product they prefer and will not shop to compare products. But they may shop at retailers that provide the best value. Examples inc1 ude high-end luxury automobiles , expensive champagne , and celebrity hair care experts. The target markets are generally very small and outlets selling the products are very limited to the point of being exc1 usive. D In addition to the three main categories above , products are c1assified in at least two additional ways: 1426

Emergency Products-These are products a customer seeks due to sudden events and for which pre-purchase planning is not considered.Often the decision is one of convenience (e.g.,whatever works to fix a problem)or personal fulfillment (e.g.,perceived to improve purchaser's image). Unsought Products-These are products whose purchase is unplanned by the consumer but occur as a result of marketer's actions.Such purchase decisions are made when the customer is exposed to promotional activity,such as a salesperson's persuasion or purchase incentives like special discounts offered to certain online shoppers.These promotional activities often lead customers to engage in Impulse Purchasing. Now match 1.In order to make high profits,marketers must sell in large volume of these products. 2.These products tend to carry a higher price tag than the other two main types of products. 3.Customers buy these products when they are exposed to promotional activities. 4.Consumers are willing to spend more time locating these products both because they are more expensive and possess additional psychological benefits. 5.Customers buy these products because of sudden events. 6.In many cases consumers know in advance which product they prefer and will not shop to compare products. 7.Most household items such as food and cleaning products belong to this group. Part Two Questions 8-14.(21 points) Read the following passage and choose the best sentence (A-G)to fill each of the gaps.(3 points each) Useful Tips on Reducing Insurance Costs Most people want lower insurance costs but are often too lazy to do anything about it. (8).…… Here are some useful tips on reducing insurance costs: Shop Around (9)..........It'll take some time,but could save you a good sum of money. Check consumer guides,insurance agents and online insurance quote services.Ask friends what they are paying for their policies.(10)..........But don't consider price alone.The insurer you select should offer a fair price and deliver quality service. Raise Your Excess Amounts Excess amounts are the amount of money you have to pay toward a loss before your insurance company starts to pay a claim,according to the terms of your policy. (11)..… Buy your home and car policies from the same insurer Some companies that sell homeowner,car and personal liability insurance policies will 1427

Emergency Products - These are products a customer seeks due to sudden events and for which pre-purchase planning is not considered. Often the decision is one of convenience (e. g. , whatever works to fix a problem) or personal fulfillment (e. 忌， perceived to improve purchaser' s image). Unsought Products - These are products whose purchase is unplanned by the consumer but occur as a result of marketer' s actions. Such purchase decisions are made when the customer is exposed to promotional activity , such as a salesperson' s persuasion or purchase incentives 1ike special discounts offered to certain on1ine shoppers. These promotional activities often lead customers to engage in Impulse Purchasing. Now match 1. In order to make high profits, marketers must se11 in large volume of these products. 2. These products tend to carry a higher price tag than the other two main types of products. 3. Customers buy these products when they are exposed to promotional activities. 4. Consumers are wi1ling to spend more time locating these products both because they are more expensive and possess additional psychological benefíts. 5. Customers buy these products because of sudden events. 6. In many cases consumers know in advance which product they prefer and will not shop to compare products. 7. Most household items such as food and cleaning products belong to this group. Part Two Questions 8-14. (21 points) Read the following passage and choose the best sentence (A-G)ωfill each of the gaps. (3 points each) Useful Tips on Reducing Insurance Costs Most people want lower insurance costs but are often too lazy to do anything about it. (8). . . Here are some useful tips on reducing insurance costs: Shop Around (9). . " .. . ... 1t '11 take some tíme , but could save you a good sum of money. Check consumer guides, insurance agents and online insurance quote services. Ask friends what they are paying for their policies. (10).......... But don' t consíder price alone. The insurer you select should offer a fair price and deliver quality service. Raise Your Excess Amounts Excess amounts are the amount of money you have to pay toward a loss before your insurance company starts to pay a claim , according to the terms of your policy. (11). .. . Buy your home and car policies from the same insurer Some companìes that sell homeowner, car and personal lìability insurance policìes wíll 1427

offer you a reduced premium if you buy two or more insurance policies from them. (12).… Improve your home security You can usually get discounts for fitting a smoke detector,burglar alarm or dead-bolt locks.Some companies offer quite substantial reductions on premiums if a sophisticated sprinkler system and a fire and burglar alarm that rings at the police,fire or other monitoring stations are installed.(13)..........Before you buy such a system,find out what kind your insurer recommends,how much the device would cost and how much you'd save on premiums. Maintain a good credit record Establishing a solid credit history can cut your insurance costs.(14).......... To protect your credit standing,pay your bills on time,don't obtain more credit than you need and keep your credit balances as low as possible. Stay with the same insurer If you've kept your policy with a company for several years,you may receive a special discount for being a long-term policyholder.But make certain to periodically compare this price to ensure that you are getting the most competitive price. Now choose A Although it may sound an obvious thing to do,you will be surprised at how many people just renew their policy without comparing prices. B The higher your excess,the more money you can save on your premiums. C These systems aren't cheap and not every system qualifies for a discount. D This will give you an idea of price ranges and tell you which companies have the lowest prices. E But make certain this combined price is lower than buying the different policies from different companies. F All it takes is a little time and effort and you could be looking at a reduced insurance premium. G Insurers are increasingly using credit information to price homeowners'insurance policies. Part Three Questions 15-20.(18 points) Read the following passage and choose the best statement (A,B,C or D)for each question.(3 points each) What forces are fueling e-commerce? There are at least three major forces fueling e-commerce:economic.forces,marketing and customer interaction forces,and technology,particularly multimedia convergence. Economic forces.One of the most evident benefits of e-commerce is economic efficiency resulting from the reduction in communications costs,low-cost technological infrastructure, 1428

offer you a reduced premium if you buy two or more insurance policies from them. (1 2)... . ... ... lmprove your home security You can usuaIly get discounts for fitting a smoke detector , burglar alarm or dead-bolt locks. Some companies offer quite substantial reductions on premiums if a sophisticated sprinkler system and a fire and burglar alarm that rings at the police , fire or other monitoring stations are installed. (13).......... Before you buy such a system , find out what kind your insurer recommends , how much the device would cost and how much you'd save on prem1Ums. Maintain a good credit record Establishing a solid credit history can cut your insurance costs. (1 4).. To protect your credit standing , pay your bills on time , don' t obtain more credit than you need and keep your credit balances as low as possible. Stay with the same insurer If you've kept your policy with a company for several years, you may receive a special discount for being a long-term policyholder. But make certain to perìodically compare this price to ensure that you are getting the most competitive price. Now choose A Although it may sound an obvious thing to do , you will be surprised at how many people just renew their policy without comparing prices. B The higher your excess, the more money you can save on your premiums. C These systems aren't cheap and not every system qualifies for a discount. D This will give you an idea of price ranges and tell you which companies have the lowest prices. E But make certain this combined price is lower than buying the different policies from different companies. F All it takes is a little time and effort and you could be looking at a reduced insurance premlum. G Insurers are increasingly using credit information to price homeowners' insurance policies. Part Three Questions 15-20. (18 points) Read the following passage and choose the best statement (A , B, C or D) for each question. (3 points each) What forces are fueling e-commerce? There are at least three major forces fueling e-commerce: economic forces , marketing and customer interaction forces , and technology , particularly multimedia convergence. Economicforces. One of the most evident benefits of e-commerce is economic efficiency resulting from the reduction in communications costs, low-cost technological infrastructure , 1428

speedier and more economic electronic transactions with suppliers,lower global information sharing and advertising costs,and cheaper customer service alternatives. Economic integration is either external or internal.External integration refers to the electronic networking of corporations,suppliers,customers/clients,and independent contractors into one community communicating in a virtual environment with the Internet as medium).Internal integration,on the other hand,is the networking of the various departments within a corporation,and of business operations and processes.This allows critical business information to be stored in a digital form that can be retrieved instantly and transmitted electronically.Internal integration is best exemplified by corporate intranets. Among the companies with efficient corporate intranets are Procter and Gamble,IBM, Nestle and Intel. Market forces.Corporations are encouraged to use e-commerce in marketing and promotion to capture international markets,both big and small.The Internet is likewise used as a medium for enhanced customer service and support.It is a lot easier for companies to provide their target consumers with more detailed product and service information using the Internet. Technology forces.The development of ICT is a key factor in the growth of e-commerce.For instance,technological advances in digitizing content,compression and the promotion of open systems technology have paved the way for the convergence of communication services into one single platform.This in turn has made communication more efficient,faster,easier,and more economical as the need to set up separate networks for telephone services,television broadcast,cable television,and Internet access is eliminated. From the standpoint of firms/businesses and consumers,having only one information provider means lower communications costs. Moreover,the principle of universal access can be made more achievable with convergence.At present the high costs of installing landlines in sparsely populated rural areas is a disincentive to telecommunications companies to install telephones in these areas. Installing landlines in rural areas can become more attractive to the private sector if revenues from these landlines are not limited to local and long distance telephone charges,but also include cable TV and Internet charges.This development will ensure affordable access to information even by those in rural areas and will spare the government the trouble and cost of installing expensive landlines. Now choose 15.The phrase "fueling e-commerce"in the title might mean A.irritating e-commerce B.stimulating e-commerce to boom C.setting e-commerce on fire D.providing e-commerce with fuels such as gases 1429

speedier and more economic e1ectronic transactions with suppliers, 10wer globa1 information sharing and advertising costs, and cheaper customer service alternatives. Economic integration is either externa1 or internal. Externa1 integration refers to the e1ectronic networking of corporations, supp1iers, customers/clients, and independent contractors into one community communicating in a virtua1 environment (with the Internet as medium). Interna1 integration , on the other hand , is the networking of the various departments within a corporation , and of business operations and processes. This allows critica1 business information to be stored in a digita1 form that can be retrieved instant1y and transmitted electronically. Interna1 integration is best exemplified by corporate intranets. Among the companies with efficient corporate intranets are Procter and Gamb1e , IBM , Nestle and Intel. Market forces. Corporations are encouraged to use e-commerce in marketing and promotion to capture internationa1 markets, both big and small. The Internet is likewise used as a medium for enhanced customer service and support. It is a 10t easier for companies to provide their target consumers with more detailed product and service information using the Internet. Techno1ogy forces. The deve10pment of ICT is a key factor in the growth of e-commerce. For instance , techno1ogica1 advances in digitizing content , compression and the promotion of open systems techno1ogy have paved the way for the convergence of communícation servíces into one síngle platform. Thís ín turn has made communication more efficient , faster , easier, and more economica1 as the need to set up separate networks for te1ephone services, te1evision broadcast , cab1e television , and Internet access is eliminated. From the standpoint of firms/businesses and consumers, having on1y one information provider means 10wer communications costs. Moreover, the principle of universa1 access can be made more achievab1e with convergence. At present the high costs of installing landlines in sparsely popu1ated rural areas is a disincentive to telecommunications companies to install te1ephones in these areas. Installing land1ines in rural areas can become more attractive to the private sector if revenues from these 1and1ines are not 1imited to 10ca1 and 10ng distance telephone charges, but a1so include cab1e TV and Internet charge 1429

16.According to the passage,the achievement of e-commerce's benefit economic efficiency should contribute to A.the reduced communications costs B.the low-cost technological infrastructure C.the cheaper customer service alternatives D.the faster development of ICT 17.The difference between external and internal economic integration is in that A.the former refers to the integration within a company B.the former refers to the integration between different departments C.the latter refers to the integration outside of a company D.the latter refers to the integration within a company 18.A good example of internal integration is A.electronic networking of suppliers B.corporate intranets C.low-cost technological infrastructure D.Procter and Gamble 19.The following are advantages of e-commerce except that A.it makes electronic transactions available which are speedier and more economic B.it makes it easy for companies to provide their target consumers with more detailed product and service information C.it is used by companies like Procter and Gamble,IBM,Nestle and Intel D.it makes it possible to reduce the communication costs 20.It can be inferred from the passage that A.telecommunications companies are not willing to install landlines in sparsely populated rural areas B.landlines could only be used to make telephones calls C.IBM is the only company that makes better use of corporate intranets D.it is the government's responsibility to install landlines for cable TV and Internet Part Four Questions 21-35.(15 points) Read the following passage and fill each gap with the best word (A,B,C or D).(1 point each) The World Trade Organization -the WTO-is the international organization (21).........primary purpose is to open trade for the benefit of all. The WTO provides a forum for negotiating agreements aimed at (22)......... obstacles to international trade and ensuring a level playing field for all,thus contributing to economic growth and development.The WTO also provides a legal and institutional 1430

16. According to the passage , the achievement of e-commerce' s benefit economic efficiency should contribute to 一一一一一一 A. the reduced communications costs B. the low-cost technological infrastructure C. the cheaper customer service alternatives D. the faster development of ICT 17. The difference between external and internal economic integration is in that A. the former refers to the integration within a company B. the former refers to the integration between different departments the latter refers to the integration outside of a company D. the latter refers to the integration within a company 18. A good example of internal integration is 一一一一一· A. electronic networking of suppliers B. corporate intranets C. low-cost technological infrastructure D. Procter and Gamble 19. The following are advantages of e-commerce except that 一一-一- A. it makes electronic transactions available which are speedier and more economic B. it makes it easy for companies to provide their target consumers with more detailed product and service information C. it is used by companies like Procter and Gamble , IBM , Nestle and Intel D. it makes it possible to reduce the communication costs 20. It can be inferred from the passage that 一-一一一- A. telecommunications companies are not willing to install landlines in sparsely populated rural areas B. landlines could only be used to make telephones calls C. IBM is the only company that makes better use of corporate intranets D. it is the government' s responsibility to install landlines for cable TV and Internet Part Four Questions 21-35. (1 5 points) Read the following passage and fill each gap with the best word (A. B, C or D) . (1 point each) The World Trade Organization the WT。一 is the international organization (21). . .. .. .. . primary purpose is to open trade for the benefit of all. The WTO provides a forum for negotiating agreements aimed at (22)...... obstacles to international trade and ensuring a level playing field for all , thus contributing to economic growth and development. The WTO also provides a legal and institutional 1430

framework for the implementation and monitoring of these agreements,(23).........for settling disputes arising from their interpretation and application.The current body of trade agreements comprising the WTO (24).........16 different multilateral agreements (to which all WTO members are parties)and two different plurilateral agreements (to which only some WTO members are parties). Over the past 60 years,the WTO,which was (25).........in 1995,and its predecessor organization the GATT have helped to create a strong and prosperous international trading system,thereby contributing to unprecedented global economic growth.The WTO currently has 155 members,(26).........which 117 are developing countries or separate customs territories.WTO activities are supported by a Secretariat of some 700 (27).........,led by the WTO Director-General.The Secretariat is located in Geneva,Switzerland,and has an annual budget of (28).........CHF 200 million ($180 million,El30 million).The three official languages of the WTO are English,French and Spanish. Decisions in the WTO are generally taken by consensus of the entire membership.The highest institutional body is the Ministerial Conference,which meets roughly (29)......... years.A General Council conducts the organization's business in the intervals (30).........Ministerial Conferences.Both of these bodies comprise all members. Specialised subsidiary bodies (Councils,Committees,Sub-committees),also comprising all members,administer and monitor the implementation by members of the various WTO agreements. The WTO's founding and guiding principles (31).........the pursuit of open borders, the guarantee of most-favoured-nation principle and (32).........treatment by and among members,and a commitment to transparency in the conduct of its activities.The opening of national markets (33).........international trade,with justifiable exceptions or with adequate flexibilities,will encourage and contribute to (34).........development,raise people's welfare,reduce poverty,and foster peace and stability.At the same time,such market opening must be accompanied by sound domestic and international policies that contribute to economic growth and development according to each member's needs and (35)....... 21.A.which B.that C.whose D.the 22.A.reduce B.reducing C.reduced D.reduces 23.A.as well as B.also C.together D.as well 24.A.composed of B.compose of C.consist of D.consists of 25.A.found B.established C.setting up D.formed 26.A.of B.from C.among D.in 27.A.staffs B.stuff C.staff D.stuffs 1431

framework for the implementation and monitoring of these agreements, (23)......... for settling disputes arising from their interpretation and application. The current body of trade agreements comprising the WTO (24)......... 16 different multilateral agreements (to which all WTO members are parties) and two different plurilateral agreements (to which only some WTO members are parties). Over the past 60 years, the WTO , which was (25)......... in 1995 , and its predecessor organization the GATT have helped to create a strong and prosperous international trading system , thereby contributing to unprecedented global economic growth. The WTO currently has 155 members, (26)......... which 117 are developing countries or separate customs territories. WTO activities are supported by a Secretariat of some 700 (27). . . . . . . . . , led by the WTO Director-Genera1. The Secretariat is located in Geneva , Switzerland , and has an annual budget of (28).. . ... .. . CHF 200 mil1ion ( $180 il1 ion ε130 million). The three official languages of the WTO are English , French and Spanish. Decisions in the WTO are generally taken by consensus of the entire membership. The highest institutional body is the Ministerial Conference , which meets roughly (29).. .. . years. A General Council conducts the organization' s business in the intervals ( 30 ). . . . . . . .. Ministerial Conferences. Both of these bodies comprise a11 members. Specialised subsidiary bodies (Councils, Committees, Sub-committees) , also comprising a11 members, administer and monitor the implementation by members of the various WTO agreements. The WTO's founding and guiding principles (31)......... the pursuit of open borders, the guarantee of most-favoured-nation principle and (32).. . . . . . . . treatment by and among members, and a commitment to transparency in the conduct of its activities. The opening of national markets (33)......... international trade , with justifiable exceptions or with adequate f1exibilities, wi11 encourage and contribute to (34)......... development , raise people's welfare , reduce poverty , and foster peace and stability. At the same time , such market opening must be accompanied by sound domestic and international policies that contribute to economic growth and development according to each member' s needs and (35). . 21. A. which B. that C. whose D. the 22. A. reduce B. reducing C. reduced D. reduces 23. A. as well as B. also C. together D. as 11 24. A. composed of B. compose of C. consist of D. consists of 25. A. found B. established C. setting up D. formed 26. A.of B. from C. among D. in 27. A. staffs B. stuff C. staff D. stuffs 1431