1、中央播送電視大學2002 2003學年度第一學期“開放本科期末考試英語專業經貿英語上試題2003 年1月考前須知一、 將你的準考證號、學生證號、及分校工作站名稱填寫在答題紙的規定欄內。考 試結束后，把試卷和答題紙放在桌上。試卷和答題紙均不得帶出考場。二、仔細閱讀題目的說明，并按題目要求答題。答案一定要寫在答題紙指定的位置上， 寫在試卷上的答案無效。三、用藍、黑圓珠筆或鋼筆答題，使用鉛筆答題無效。Paper 1Liste ning Test (15 poin ts)In formatio n for can didates There are three parts to the test an

2、d you will hear each part twice. Thee will be a pause before each part to allow you to look through the questions and other pauses to let you think about your an swers. Write your an swers in the spaces in dicated in the test paper.Part 1You will hear a short talk. As you listen, mark the following

3、statements True orFalse accord ingto the information you have heard. (8 points)1. This talk is concerned with polite ness in En glish.2. The British have a rich choice of expressi ons to show their reas on able ness.3. "You" is used for both sin gular and plural and for both in formal and

4、formal situati ons.4. The British lady refused to say "please" at the shop.5. The Spanish people tend to say "thank you" more often than the British. Part 2You wilt hear part of a presentation about Marks and Spencer. As you listen, fill in the blanks marked 6-10. (5 points)Marks

5、 and Spencer, the UK's leading retailer,was founded in 1984 by MichaelMarks and has grow n from being a market stall in Leeds to being a very successfulintern ati onal retailer. They hart (6) stores worldwide, emplo ying a total of last year, and the company won the Queen's Award for Export

6、Achievement for she fifth time.68,208 people, (7) of whom work in the UK.Last year turnover rose by 8.4% to £ tax was £ 1,002 millio n, an in crease of (8)%.In the same 12-month period, earnings per share were (9) p, up 14. 0%.Marks and Spencer made a contribution7,841.9millionand group pr

7、ofitper share went up to 26.7pof some £ 10 millionbeforeand divide ndsto the communityThey curre ntly have (10) shareholders; why don't you join them? Part 3You are going to listen to part of a conversation.Choose the best answer accordingto what lear n from the con versatio n. (5 poin ts)1

8、1. Jane does not want to use a con sulta nt age ncy because.a) it is too expe nsiveb) it is not a systematic approache) it is not safe to ask for exter nal help12. Henry thinks that.a) the compa ny n eeds to spe nd a lot of money on the research immediatelyb) the company should n't spend a lot o

9、f money on research for the momentc) the compa ny will have to spe nd a 1ot of money on research in the future13. Which of the followingis mentioned as a way of finding out about the competition?a) Talki ng to loyal older customers.b) Making some enq uiries via email.c) Visit ing the local libraries

10、.14. Which of the followi ng is true?a) Jane agrees that they should try the simpler tactics first.b) Henry agrees with Jane because she is familiar with press coverage.c) Joh n obviously agrees with his colleagues at the end of the con versati on.15. What are the people talking about?a) Ways of rai

11、s ing money for a competiti on research.b) Ways of doing a competiti on research.c) Ways of con tact ing the outside world.Paper 2 Vocabulary and Structure (30 poin ts)I . Match the words on the left with their definitions on the right. (8 points)1. strategya) a legally registered desig n naming the

12、 origi nal desig ner as owner of the desig n2. tediousb) the name of a product or sometimes the name of a company3. briefe) a memorable sentence used to advertise a product4. brandd) not very in terest ing and ofte n repetitive5. shareholdere) tell some one about someth ing, usually in conn ecti on

13、with work6. sloga nf) an owner of shares in a bus in ess7. spamg) junk mail8. pate nth) a gen eral pla n inten ded to achieve somethi ng over a period of timen . Complete the following sentences, using the appropriate phrasal verbs from the box below. Remember to put the verbs in the correct form. Y

14、ou should refer to the compa ny structure of ABM plc for questi ons 1-3. (7 poin ts)report to take off set upsee to con sist of turn offdo without put to go throughABM plc _ four departme nts.2. Hele n Grey _ to the Pers onnel Man ager.3. Joh n Ross _ the Maintenance Sectio n.4. _ the gas before you

15、 in spect the back of the cooker.5. After in herit ing a lot of money he decided to _ his own bus in ess.6. I would like to _ the sales figures with you and find out where the mistakes are.7. We really can't _ his expert kno wledge. Well have to reschedule the meet ing to suit him.川.Choose a wor

16、d from the box for each space in the passage below. Remember to put the words in the correct form. (15 poi nts)man age postreference to arrange reachen close requireprivate moreover studyen ablewould particularly available46 Potters LanewaltonLeicestershire23 April 2002Mr Peter SellersDirector Huma

17、n Resources Carney and Den ham Con sulta nts 2 Cromwell RoadNott in gham NT7 9GHDear Mr SellersWith 1 to your advertisement in the Independent on 21 April, I would like to apply for the 2 of Project Man ager with your compa ny.I am 35 years old and 1 have considerable experience in engineering in bo

18、th the public and 3 sector man agi ng overseas con struct ion projects. 4 , I have recen tly completed a course on Man ageme nt and Communi cati on and I am curre ntly 5 for an MA degree in Engineering Management. This experience bas 6 me to develop the necessaryleadership and Communicationskills to

19、 7 multidisciplinedcon struct ion teams. I am 8 in terested in the positi on you are offeri ng as I 9 like to become more involved with building refurbishment projects.I would be grateful if you could 10 an in terview as soon as possible as I am going abroad next mon th. I can Be 11 at the above add

20、ress. Iam 12 to startwork from I June. Please find 13 my CV. Please do not hesitate to con tact me if you 14 any further in formati on.I look forward 15 heati ng from you.Yours sincerely Anne ALexander Anne Alexa nder (Ms)Paper 3 Tran slati on and Short-a nswer Questi on (25 poin ts)Part 1 Tran slat

21、e the followi ng two paragraphs in to Chin ese. please write your tran slati on on the An swer Sheet. (10 poin ts)The "Swoosh(飛翔的翅膀)"-it's everywhere! Just for fun, try counting theswooshes whe never you pick op the sports pages,or watch a pickup basketball game,or tulle into a televis

22、ed golf match. Nike has built the swoosh (which represe nts the wing of Nike, the Greek goddess of victory) into one of the best known brand symbols on the pla net.The power of its brand and logo speaks loudly of Nike's superb marketing skills. The compa ny's strategy of build ing superior p

23、roducts around popular athletes hasforever changed the face of sports marketing, Nike spends hundreds of millions of dollars each year on big name endorsements, splashy( 轟動的 ) promotional events, and lots oh attention-getting ads. Over the years, Nike has associated itself with some of the biggest n

24、ames in sports. No matter what your sport, chances are good that one of your favorite athletes wears the Nike Swoosh.Part 2 Answer the following questions based on what you have learned from the textbook. You should use complete sentences. (15 points)1. What does the term TQM mean?2. Explain the dif

25、ference between STEEP analysis and SWOT analysis.3. What can we learn about a company from its balance sheet, profit and loss account and cashflow forecast?Paper 4 Reading Comprehension (30 points) Passage 1 (15 points)Read the following text and answer questions 1-5.Sometimes you might be asked to

26、go to a selection or assessment centre. This is an extended interview which is made up of a series of group activities, rests and presentations. You will be assessed throughout the day by assessors who will be looking to see how well you work in a ream, whether your communication skills are good and

27、 whether you can work to deadlines. Team work is important. You don't do yourself any favors by trying to take over the group, but at the same time, don't sit back and let everyone else do the work.Don ' t panic if you're asked to do a presentation on something you don't know muc

28、h about as the way you give the presentation is often more important than the content itself. You should practice beforehand so you know how long the presentation takes. The best advice on dealing with a selection centre is to give it your best shot. If you sit timidly in the corner, the assessor ca

29、nnot make any judgement about you.When you take a personality test, which is designed to find out about your personality and character, what your values are and what motivates you, don't worry about answering questions incorrectly there is usually no right or wrong answers. Answer the questions

30、honestly and positively. There is no point in trying Io give the answers you think the employer will want because firstly you might have the wrong idea about what the employer is looking for, and secondly, you don't want 1o gel tile job and spend the ensuing months trying to be someone who you&#

31、39;re not.1. What is the passage mainly concerned with?2. How should you behave during the day at the selection centre?3. How should applicants approach giving presentations?4. Does it matter if you answer questions incorrectly in a personality test? Why?5. What does the author say about lying in a

32、personality test?Passage 2 ( 15 points)Despite the attention paid within advertising agencies to the whole business targeting specific groups, there have been some spectacular failures to get it right when companies have tried to go international or global with their products. This has been for a va

33、riety of reasons. Sometimes, the brand name of the product has unfortunate associations when translated into foreign languages. Lookingat thisarea can illustratehow powerful the operation of connotation is -the way in whichwords can call up associations in our minds. Because of the way we make conne

34、ctions between words and particular ideas, feeling and experiences, brand names are crucial for advertisers. They are very economic, acting as little concentrated capsules of meaning. Where advertisers get it right, readers will do the work to generate all the intended connotations.There are whole c

35、ompanies who specialize in offering research on brand-name connotations to product manufacturers looking for a namefor a new product, or looking at how best to market an existing product to new, foreign audiences. These companies for example Interbrand, and The Brandnaming Company typicallyorganizeb

36、rainstorming sessions where they ask groups of people to let their imaginations roam free ' , from which meetings they arrive at shortlists of names whose suitability is then researched further. Names on the shortlists have to pass certain tests: for example, that they are not too close to exist

37、ing names; that they are pronounceable in all the world's major languages; that they have the right connotations. The latter, however, is a complex area. Even within one language, connotations can be about quite subtle distinctions. For example, when Pickfords Travel merged with Hogg Robinson tw

38、o years ago, the shortlist for the new company had two main contenders: 'Destinations' ,arid 'Going Places'. The new company chose the latter, deciding that 'destinations' tended to suggest long haul flights to farflung places travel for the privileged.'Going Places', on the other hand, was thought to describe all sorts of travel and therefore be more suitable for th