商务英语（上）课程导学

商务英语（上）课程导学 2 “商务英语”是本科英语专业商务方向的课程，教学对象为已具有英语大专毕业水平的学生。 通过本课程的学习,学生应掌握商务英语交流的基本技能，达到英语专业本科毕业水平，成为适应 社会需要的应用型涉外商务工作者。 通过学习有关商务活动的真实语言材料，学生应熟悉并掌握当代商务理念和国际商务惯例； 提高作为商务工作者的基本素质，具有较强的商务交际能力和团队协作精神，以及不懈的创新意 识；了解英语国家的社会和商业文化。 通过学习，学生应具有较高的听、读、说、写、译的能力，能够在不同的商务活动中正确使 用英语。 “商务英语”课程分为“商务英语（上）”和“商务英语（下）”，在两个学期内开设。 “商务英语（上）”是在英语语言基础和技能训练课程之后开设的第一门商务方向的专业课 程，具体教学要求如下： 1、听力能力要求：能基本听懂正常语速(每分钟140-180个单词)的一般商务活动中的电话、 对话、谈判、会议发言等，并能结合具体语言环境，理解所听内容的深层含义，把握说话者的态 度和意图。 2、阅读能力要求：能读懂中等难度的商务英语文章，了解作者的观点和态度。阅读速度为每 分钟120-160个单词，理解准确率在75%以上。 3、口语能力要求：能够用英语介绍公司状况，进行业务咨询，与客户交流，做简单的商务报 告等。语音、语调正确，语流连贯顺畅，表达基本得体。 4、写作能力要求：能够运用所学语言知识，写出符合国际商务惯例、格式规范的一般性商务 报告、商务信函、会议纪要和电子邮件等。要能够做到中心思想明确、结构合理、语言得体。 5、英汉互译能力要求：能够翻译一般性商务材料。英译汉，要求速度每小时230－280个单词；汉译英，要求速度每小时200－250个汉字。能够承担一般性商务活动中的口译工作。 6、词汇要求：认知词汇达到8,000左右单词，熟练掌握其中约4,000个词。 7、综合素质要求：要求学生具有乐观、积极、向上的心理素质和勇于创新、不断更新自身知 识体系的精神。 本课程分为8个教学单元，各单元具体内容： 第一单元 公司结构与经营：在全球化背景下，公司的结构、经营及运作方式的变化。 第二单元 客户服务：客户服务的概念及策略，征求客户意见的方式。 第三单元 财务管理：理财意识与财务管理中的基本程序及有关问题。 第四单元 市场调研与开发：市场调研方法、产品介绍、促销方式及产品更新。 第五单元 技术培训与发展：信息通讯技术等新技术手段对公司的影响，因特网与电子商务， 及人员培训。 3 第六单元 招聘与求职：公司征聘决策、方式、筛选及培训；求职者应聘，写履历及求职信。 第七单元 广告与市场竞争：进行市场调研和竞争对手分析， 设计 领导形象设计圆作业设计ao工艺污水处理厂设计附属工程施工组织设计清扫机器人结构设计 广告促销方式，树立品牌意 识。 第八单元 销售与服务：产品介绍及推销技巧，售后服务。 本课程为8个教学单元，每个单元包括5个部分，其中最后两部分为“复习”和“交际技能”， 每部分为1学时；其余各部分，各为5学时，8单元共计136学时。另有8学时用于期末复习和备考。总计144学时，每周14学时，分10周完成。 本课程的教学媒体以文字教材和录音教材为主，辅以少量的录像教材。学习方式以自学为主。 学生应认真学习文字材料，按课程要求收听录音教材，完成教材中的各项练习，并核对 答案 八年级地理上册填图题岩土工程勘察试题省略号的作用及举例应急救援安全知识车间5s试题及答案 ，学 会借助工具书解决学习中所遇到的问题。在学习过程中，应针对同一份语言材料，结合所学商务 知识，进行多种形式的口、笔头操练，做到举一反三、温故知新、融会贯通，以提高听、说、读、 写、译语言综合运用能力。 面授辅导课视学习需要和具体情况安排，最好每1－2周安排一次辅导课。辅导课可以结合教 材集中进行交际技能训练，安排收听、收看与学习内容相关的音像材料，进行答疑。此外，也可 以安排一些相关的讲座和社会实践，以全面提高作为商务工作者的基本素质。 4 本课程旨在帮助学生掌握商务英语交流的基本技能，在了解英语国家的社会和商业文化的同 时，进一步训练运用英语进行交流的技能，达到英语专业本科毕业水平，成为适应社会需要的应 用型涉外商务工作者。 通过学习有关商务活动的真实语言材料，使学生熟悉并掌握当代商务理念 和国际商务惯例；提高作为商务工作者的基本素质，培养较强的商务交际能力和团队协作精神， 以及不懈的创新意识。 本课程主要内容包括8个教学模块： 第一模块 公司结构与经营 (Module 1 Change and the company) ：在全球化背景下，公司的结 构、经营及运作方式的变化； 第二模块 客户服务 (Module 2 The customer) ：客户服务的概念及策略，征求客户意见的方式； 第三模块 财务管理 (Module 3 Finance) ：理财意识与财务管理中的基本程序及有关问题； 第四模块 新产品开发 (Module 4 A new product) ：市场调研方法、产品介绍、促销方式及产 品更新； 第五模块 技术培训与发展 (Module 5 Responding to technology) ：信息通讯技术等新技术手段 对公司的影响，因特网与电子商务，及人员培训； 第六模块 招聘与求职 (Module 6 Recruiting new staff) ：公司征聘决策、方式、筛选及培训； 求职者应聘，写履历及求职信； 第七模块 广告与市场竞争 (Module 7 Advertising and competition) ：进行市场调研和竞争对手分析，设计广告促销方式，树立品牌意识； 第八模块 销售与服务 (Module 8 Selling the product) ：产品介绍及推销技巧，售后服务。 本课程为8个教学模块(Module)，每个模块包括5个部分，其中最后两部分为“复习”和“交 际技能”，每部分为1学时；其余各部分，各为5学时，8个模块共计136学时。另有8学时用于做书后的自测题及复习和备考。总计144学时，每周14学时左右，在10周内完成。 学生按要求学习完本课程，可获得八个学分。 本课程的教学媒体以文字教材和录音教材为主，辅以少量的录像教材。 学习方式以自学为主。教材中穿插了一些基本的语音、语法知识，可以帮助学生解决一些发音和语法方面的问题，但这 些部分不作为教学重点，学生可根据自己的情况，选择学习。 5 文字教材：《环球商务英语》（1、2） 录音带： 9盒 1. 课程辅导通过广东广播电视大学的网站查询。网址为： 2. 学期中设有电视直播课对教学进行专门辅导。 3. 每周二和周四导学中心外语教研室有教师值班答疑。 罗红卫 angelahong835@163.com Tel： 1．强化学习过程：试点电大应对学生的学习过程进行监控并提供跟踪服务，了解学生在自学 过程中的学习需要和所碰到的具体问题，指导、督促学生合理利用时间，克服由于工学矛盾突出 带来的学习上的困难。各地可根据实际情况制定相应的办法和措施来强化对学习过程的指导，并 将这些办法和措施报省电大备案。 2. 面授辅导 集中面授辅导除针对教学中的重难点适量讲解与答疑外，主要应为学生提供运用英语进行交 流的机会。 辅导课要以学生为中心，除了针对教学中的重点、难点进行适量的讲解与答疑以外，可以结 合教材集中进行交际技能训练，安排收听、收看与学习内容相关的音像材料，可采取组织两人对 话、角色扮演、小组讨论、分组表演、集体讨论，还可安排一些相关的讲座和社会实践等灵活多 样的形式，以激发学生运用英语进行交流、表达思想情感的兴趣，提高英语交际能力，以全面提 高作为商务工作者的基本素质，弥补远距离学习过程中语言学习者缺少运用目的语面对面进行交 流的机会的缺憾。 面授辅导课视需要和具体情况安排，次数不宜过多，但每月至少应该保证一 次辅导课。 3. 支持服务 在教学过程中， 面授辅导站应通过函授、电话服务、传真、语言信箱、视听阅览室、语言实 验室、多媒体学习中心、英语角、学习小组、电子邮件、电子信箱、网上咨询等形式为学生提供 支持服务。在组织各类活动时， 既要注意及时解决学生在自学中碰到的共性的问题，也要注意针 对具体情况提供个别化辅导。 除此之外， 还应该给学生补充适量与所学内容相关的阅读材料和 视听材料， 以扩大学生的知识面， 提高综合素质， 为培养复合型人才创造条件。另外， 支持 服务不仅包括学业上的指导和帮助， 还包括为学生提供心理和精神上的支持。 4. 作业安排 6 为了监督并检测学生平时的学习，本课程要安排不少于四次的书面作业，并要求对平时作业 进行评改。 评改的形式可以多种多样， 可以由教师评改， 也可以在教师指导下由学生自评或互 评， 但最终要由辅导教师给出成绩， 并给出对学生今后学习有指导性的评语。 每次书面作业的成绩要备案， 作为评定平时成绩的依据， 以保证平时成绩的科学性、可靠性。 教师的批改也要作为评价其工作的依据。作业内容与形式及测评方式可以利用教材中的自测题，也可以由省级电 大根据教材内容自定，并报中央电大备案。四次作业的平均成绩占学期总成绩的20%。各地电大要认真指导学生完成作业，并严格掌握评价 标准 excel标准偏差excel标准偏差函数exl标准差函数国标检验抽样标准表免费下载红头文件格式标准下载 。中央电大不定期地抽查学生的作业，检查作业的 完成情况。 7 Module 1 Change and the company Exercises: I . Draw the line graph on the basis of the information given below. a. We were doing quite well right at the beginning of the year. But then due to our competitors’ aggressive discounting, sales of the outdoor games just slumped. There was a gradual recovery throughout the year, but not as much as we’d expected. Sales of the outdoor games b. Soft toys started off rather badly at the beginning of the year. But after the launch of the Fuzzy Families line in May, sales rocketed up. Though the sales figures leveled off during the last quarter, they stayed at a significantly higher point than last year. Sales of soft toys c. As for board games, figures have remained low throughout the year, with only a very slight, gradual increase in June and July. Sales of board games II . Reading Types of companies There are many types of business units. The two most important ones are partnerships and joint-stock companies. Joint-stock companies are of two kinds & frac－－limited liability companies and public corporations. A limited liability company is actually an association of people who carry on some sort of business activity. The company’s capital is divided into shares of a fixed amount and each shareholder can be said to own part of the company. There are advantages to form limited companies. The company has a bigger capital and so can undertake expensive ventures. The liability of the shareholders is limited. Experts can 8 be employed. Lastly, the change in circumstances in one or more shareholders does not affect the company. The limited liability company also has its disadvantages. It is costly to form such a company. The shareholders don’t have any say in the management of the company. In addition, these companies can be so large that there is no personal relationship among the management, staff and the clients. Public corporations provide essential goods and services at reasonable rates to those who need them, whether rich or poor. The capital for them is provided by the government or local authority and by loans. The local authorities or government bodies own and control these corporations. A Board of Directors, appointed by these same bodies, manage the corporations. Services which may fall under such management are the provision of water, electricity, transport, communications, shipping etc. There are two main advantages to form this type of corporation. Firstly, a large amount of the cost per unit is reduced since the produce or service is a monopoly. Secondly, the government has a control over the essential goods and services supplied by the corporation. A large corporation may hinder progress if a lot of red tape has to be passed before new policies can be introduced. This type of corporation is, in addition, mostly of an unprofitable nature. These are the disadvantages of a public corporation. Answer the following questions according to the information provided above. (1). What is a limited liability company? (2). What are the advantages and disadvantages that a limited liability company has? (3). What are the advantages and disadvantages that public corporations have? III . Translate the following paragraph into Chinese. In traditional organizations, it is generally assumed that carefully spelled out duties, hierarchical structures, procedures, rules, rewards, and controls will create in advance a system that can handle the most important decisions and problems inherent in their operations. The idea is to “preprogram” the organization's response to any contingency. This usually done by predetermining procedures; otherwise, it is done by referring the 9 matter to a designated authority, higher up the hierarchy, for action on the exceptions. This works well in stable, unchanging conditions. 1) There are many types of businesses in a free-market economy. The three most common are manufacturing firms, merchandisers and service enterprises. 2) There are a number of different forms of business ownership. These mainly include sole proprietorships, partnerships, corporations, joint ventures and syndicates. 3) A variety of operations keep businesses, especially large corporations, running efficiently and effectively. Common business operation divisions usually include production, marketing, finance and human resource management. 4) Investments require cash. There are three common ways a corporation may be able to raise this cash: by paying smaller dividends, by borrowing and by selling more stock. Module 2 Customer Service I. This is a short interview with the manager of the Customer Service Unit of a big American Corporation. Interviewer: According to my information, your company was one of the big American corporations to take the idea of customer services seriously. Manager: Yes, Um, I think you can say we were among the pioneers… Interviewer: So, with the experience of many years of trying to get right, what would you define as the most important elements in providing successful customer services? Manager: Mm…well, that’s quite a difficult question, because so many factors are absolutely vital if you want to succeed, and success with customer services, I might add, means doing everything you possibly can to please and keep customers. Interviewer: Does that include the old idea that, for a company, the customer is always right? Manager: Not exactly. The slogan that the customer is always right is rather simple, and unrealistic. I think that, nowadays, most reasonable people, both in companies and as 10 customers, see it as being too general. I would say that, instead, the most important aim of a Customer Service Unit is to encourage communication with customers, to actively seek feedback, including complaints, and to acknowledge all comments, good and bad, from customers because people like to be treated with respect. If a company can establish this sort of dialogue with its customers, of attracting and responding to comments about its business, then I think it keeps both the company and the customer happy. Interviewer: What about the legal position in relation to complaints, and the importance of paying out refunds, for example? Manager: Well, it’s true that sometimes legal responsibilities are involved, and that refunding customers is one way of responding to complaints; but, in my opinion, these are minor details, far less important than other elements. It seems to me that a company’s success, in terms of good reputation and high profits, depends more on the relationship the company establishes with its customers. That relationship involves the company in consistently providing high-quality products and top-quality service. If the company aims for quality, then there are, obviously, fewer complaints, and customers are likely to be more understanding of the rare mistakes or problem that does occur. Interviewer: So what you’re saying is, in fact, very simple ? basically, keeping customers happy depends on providing high-quality and encouraging communication. Manager: Yes, but the essential factor is communication. According to my experience, a successful customer Services Unit is one which acts as a link between the company and the customer to ensure that the company can respond to the needs of the customer. After all, in the final analysis, a company’s success can only come from a satisfied customer. Task 1 Answer the following question. What does “keeping customer happy” mean according to this manager? Task 2 Translate the underlined sentences into Chinese. II. Read the questions below, and circle the best answer for each. 1. In most businesses, which factor will be first taken into consideration by the employees when it comes to customer service? A. whether they will be fired 11 B. how much the company has to refund the customers C. what are the real needs of the customers D. turn it over to the manager 2. Jane works at the department of household electrical appliances in a big department store. A customer who has purchased a washing machine has discovered it doesn’t work properly. And the customer is very angry and comes to the department. What do you think should be the first thing Jane does when the customer meets her? A. to tell the customer that the department has nothing to do with that and ask him to go for the manufacturer B. ask the customer to go and meet the manager C. give the customer a detailed explanation of your refunding policy D. say sorry first and find out what the problem is 3. Henry Smith is considering opening a computer shop in his town. Surely he did some research and found that the median age in the town is 30 and almost two-thirds of the population were college graduates. Which of the following sources should Henry Smith use for his research? A. doorstep interviews B. demographic data C. focus group reviews D. telephone survey III. Choose the right word from the following box for each blank and make changes if necessary. cover receive lead know serve offer Questionnaires are not the best way to determine customers’ interests and satisfaction. The “yes-or-no” questions often _________ the respondent to give certain answers, and they offer little opportunity to add ideas or suggestions that aren’t ___________ in the 12 questionnaires. Experts say that face-to-face discussions, which are _________ as “focus group interviews,” provide much better information. Persons who are chosen to participate in a focus group represent a cross-section of the types of customers whom the company _________. During the group interview, they respond to broad questions about products and services. Two other examples of open-ended, personal approaches are “follow-up calls” to determine whether customers are satisfied with the service they________, and “exit interviews” to get a sense of what kind of service customers were looking for and whether they found it. 1. “It is not the employer who pays the salaries, it’s the client.” Henry Ford ( American industrialist in the automobile industry) 2. “Quality in a service or product is not what you put into it. It is what the client or customer gets out of it.”Peter Drucker (American business philosopher and author) Module 3 Finance I. Match each of the following words and expressions with its definition. 1. dividend a. a payment to shareholders when a company has made a profit 2. invoice b. ordinary shares c. The person who takes on the responsibility for checking a 3. liabilities company’s accounts 4. revenue d. when a company first sells its shares on the stock exchange 5. working capital e. possessions which can be converted into cash f. goods which are not wanted after all, usually because they are 6. assets faulty 7. float on the stock g. a list of goods which have been sent to a customer indicating the exchange amount charged to their account 8. returns h. someone to whom we owe money 9. equities i. debts which will have to be paid either now or in the future 13 j. capital that is used to run a business on a day-to-day basis and is 10. auditor not invested in buildings, equipment 11. depreciation k. money received from sales 12. debtor l. people who owe us money 13. creditor m. the fall in the value of an asset as a result of usage or waste II. According to the description below, draw the graph showing the sales figures of a computer company. At the beginning of the last financial year sales of our computers stood at 80,000 pounds. Sales took off between May and June. However, they then fluctuated between June and November. In December there was a noticeable decline in the sales from 150,000 pounds to 120,000 pounds. The downward trend continued, and in February sales reached their lowest point since the previous May. Fortunately, thanks to a new marketing strategy, sales boomed at the end of the financial year, eventually reached 190,000 pounds in March. This financial year the number of sales also started off quite low, at 100,000 pounds. Between April and September there was a steady increase. Sales peaked in September, reaching 160,000 pounds. The figures then fell slightly during October and November and remain constant between November and December. Then, once again, due to more effective marketing policy, there was a dramatic increase to 170,000 pounds. The number of sales has continued to rise steadily. III. Translate the following sentences into English. 1. 上个季度，市场对优质红酒的需求增加了。 2. 图上的虚线显示，4月份失业率有了明显的上升。（dotted line, unemployment rate） 3. 这个图上有两条线，实线代表公司的总产值，虚线代表北京分公司的销售额。(solid line, turnover, subsidiary in Beijing) 4. 公司的销售收入在六月份达到顶峰，即620万人民币，此后由于亚洲金融危机的影 响，销售收入急剧下降，到十二月仅为380万人民币。（peak, decline drastically） 5. 今年第二季度，果汁的销售保持了良好的势头。（quarter, hold up well） IV . Fill in the blanks with the words given below. 14 examine debtors purchases storybook require creditors primary whenever The _________ function of the Chief Accountant is to ensure that adequate funds are available for such capital expenditure on new plant and equipment as is ___________ in the Corporate Plan. Adequate working capital will also be required to meet revenue expenditure such as wages and salaries, _________ of raw materials and the inevitable administration expenses. ___________ purchases or sales are made records will need to be kept. In many ways the accounts are like a ____________ telling you what has happened since the business commenced. And the data tells management what assets are at their disposal and what commitments they have to be prepared to meet. By _________ the accounts managers can see how much cash is available, how much they owe to their _____________, and how much they are owed by their _____________, they must always be in a position to meet their commitments if insolvency is to be avoided. 小知识： 1． The main types of chart are pie chart, line graph, bar chart, table, flow chart etc. 2． 一些常用的表达方式： 1） 增加、上涨、上升等：to rise / go up / increase / expand / rocket etc 2） 减少、下降、跌落等：to fall / decrease / go down / plummet / slump / decline etc 3） 保持平稳等：to remain stable/constant; to level off; 4） 表示增加或减少的幅度的程度副词：dramatically / slightly / moderately / considerably / greatly / Module 4 A new product I. Read the following passage and answer the questions in your own words. Much of the world about us is cyclical in nature. The moon circles the earth every 24 hours. The earth takes 365 days to circle the sun. The flowers in the garden bloom in the summer, fade in the autumn, and die in the winter only to emerge again in the following spring. In much the same way, industrial products have a life circle. The original ideas may come from either the marketing or the production side. Interaction continues as the market is 15 tested and designs are modified. Eventually the product is ready for the market. The first stage entails introducing the product to the market. No one will know about our wonderful new creation unless we tell them about it. So this is when we are obliged to spend money on advertising. One way or another we must persuade our potential customers to “taste our wares”. At this stage the people who buy the product are often aptly described as trend-setters or innovators. Their attitude is often, “I’ll be one of the first ones to have this.” At the second stage the sales grow and our organization begins to recoup some of the expenditure incurred during the development stage. We also begin to benefit from economies of scale. Many of the people who buy the product at this stage will be saying, “ I mustn’t get left behind.” A problem may develop as sales outstrip the supplies coming from the factory, but the customers will be keener than ever to buy because it is obvious there is a growing demand for our product. It is the same reaction as when you go to the cinema. If there was a long queue outside the cinema you would think it was going to be a good film. Conversely if there was hardly anyone in the cinema you would think it was almost bound to be boring. In the third stage the product is said to reach maturity. At this time sales reach a peak, perhaps they even stabilize on a sort of plateau. People will have got used to buying the product. There will be repeat purchases. Some will say, “We always buy these.” However, the time will come when sales begin to decline. Customers will be attracted to other products, perhaps provided by competitors. By then we should have perfected a new product which we can now produce. By careful timing of new products we can hope to maintain a steady flow of revenue and profits. Questions: 1. In what way do industrial products have a life circle too? 2. What are the three stages of the circle of industrial products? 3. What are the people’s attitudes during each stage? II New product ideas come from a variety of sources. The memos and tables on this page all refer to the first stages in the selection and development of a new product idea in a firm which manufacturers drinks. Now look at the document and decide: 1. which document first suggests the new idea; 2. what the new product idea is; 16 3. from which of the following sources the new product idea comes: Research and Development; Production; Sales; Consumer Research; Document 1 Memo To: Henry Date: Wednesday From: Mary Smith Time: 9:30 Could you please give me the following data? a) our latest sales figures of our range of products. b) the total market survey for beer (in Southeast Asia) Thanks, Mary Document 2 Sales of drinks by Xinxin Beverage Company(bottles) 1997 1998 1999 2000 2001 Beer 34,680 40,035 45,550 52,387 56,800 Purified water 56,800 67,240 70,850 65,200 56,800 Orange juice 74,000 85,600 63,890 73,280 70,180 Apple juice 15,000 20,000 18,258 19,633 18,900 Document 3 Memo To: Tom William, sales manager of Xinxin Beverage company, Head office From: Stella Watson, Regional Sales Southeast Asia Date: 12 Jan, 2002 1) Latest sales figures show that our market share will be 5%7% down in the first quarter of this year. 2) Reports from the Southeast Asia sales representatives suggest that the sales of beer have been increasing during recent years. And recent market forecasts indicate that this upward trend will stabilize. 17 3) So I am wondering whether we should still stick to the decision to enlarge our market and regain our former market share? Document 4 Memo To: Mary Smith From: Dick Walters Having checked our production for the next half year, I’d like to make the following suggestions: 1) Increase the production by 60,000 bottles of beer during the next half year, while maintaining the present production levels for other lines. 2) Increase the production by 60,000 bottles of beer and decrease other weaker lines. I hope either of them will be adopted. III. Supposing you are in the Marketing Department of a large firm which manufactures household electrical equipment. You have got an idea for a new product. 1) Choose one product from the following items: food processor, hair dryer, coffee maker, shaver etc. 2) Decide on the features of your new product which would distinguish it from others 3) Then prepare a short consumer survey to find out the consumer profile and potential market for your new product and then carry out the survey. 4) Analyze the conclusions of your survey 5) Prepare a short report on your new product idea. IV. Answer the following questions according to what you have learned from Module 4. 1. What is a team? 2. Do you agree with the saying, “Two heads are better than one?” Why or why not? 3. Why is team work so important? 4. What are the characteristics of successful teams? 1． A team should be composed of interdependent people who are willing to work together to achieve the goal and agree on how they are going to achieve the goal. 18 2. Team work can increase productivity and improve efficiency. For employees, teamwork can result in greater job satisfaction. What’s more, by working together, employees are able to come up with creative solutions to problems. 3. 与team相关的词汇： consensus: general agreement among a group morale: the spirit or attitude of a group or a team collaboration: working together on a project to achieve a common goal monopolize: to take over; to control completely majority rule: the principle that the greater number should exercise greater power adaptation: the process by which an individual from one culture tries to adjust himself to different cultures mediation: resolution of a conflict position: a stand made by an individual Module 5 Responding to technology I. Write down what you would say in the following situations. 1. when you are showing your colleague which button to press to send a fax? 2. when you explain to someone you know fairly well how to switch a computer off? 3. when you want to ask one of your colleagues to help you use a photocopier which you don’t know how to use? 4. when you ask a stranger to show you how to receive a phone call on a mobile phone? 5. when you ask a friend to show you how to play a CD in his CD-player? 19 II. The following three passages show you how to use something or how to carry out an operation. Decide what it is that is being explained. 1. First of all you have to put the plug in. And now you first switch this on here and also you switch this on. Now I take one of these and push it into this slot. Like this. Is that clear? It only takes a few seconds to load. And then I can select what I’m going to be working on. 2. First of all make sure the machine is plugged in. And then switched on. Take what you want to here and place it on the spindle. At this stage, don’t forget to check the right volume you like to have. Then just play it. And now what you have to do is to lean back and enjoy it. 3. First of all, switch the machine on. Then place the outgoing document face down on the top of the machine. And then dial the number on the keypad and press the send button. Finally just wait for the printout confirming successful transmission. 4. First of all, switch the machine off. Then, if you look at the bottom of the machine, you will see a handle. Pull the handle and you will see the paper tray. Pull the paper tray out towards you. Now place the paper on the right hand side of the tray. Then push the paper tray back in and close the door. Now switch the machine on. To make sure the machine is properly loaded, press the start button. III. Select some kind of gadgets you are familiar with and write a paragraph to explain how it works. IV. Translate the third paragraph into Chinese. Computers have played an important part in society during the past decades. There is no doubt that with the advance in computer technology and the wide use of computers, computers will continue to have influence on us in future. Flexible manufacturing systems and computer-controlled robots capable of assembling components will be developed in worldwide assembly lines. About half of the existing human labor will be replaced. The remaining workforce will be highly skilled technicians and trained engineers needed to keep the automated plants operating. A cashless society may emerge, in which all financial transactions are processed by computers without the use of any banknotes or coins. Autopay system and credit card system can be used to handle financial transactions. There will also be new patterns of 20 employment and new lifestyles. There will be fewer workers but more computer operators to operate computers or robots. Working hours will be shortened and more leisure time will be available to people. Basic computer knowledge will become an essential requirement for staff in many fields. With the advance of telecommunication technique, the home will become a center for both work and leisure since people can conduct much of their business, education and even shopping at home. No one will have to journey to offices or schools. V. Read the following passage and answer questions. World Wide Web (WWW) is a computer-based network of information resources that a user can move through by using links from one document to another. The information on the WWW is spread over computers all over the world. The World Wide Web is often referred to simply as “the Web.” The Web has become a very popular resource since it first became possible to view images and other multimedia on the Internet, a worldwide network of computers, in 1993. The Web offers a place where companies, institutions, and individuals can display information about their products, research, or their lives. Anyone with access to a computer connected to the Web can view most of that information. A small percentage of information on the Web is only accessible to subscribers or other authorized users. The Web has become a forum for many groups and a marketplace for many companies. Museums, libraries, government agencies, and schools make the Web a valuable learning and research tool by posting data and research. The Web also carries information in a wide spectrum of formats. Users can read text, view pictures, listen to sounds, and even explore interactive virtual environments on the Web. Like all computer networks, the Web connects two types of computers ? clients and servers ? using a standard set of rules for communication between the computers. The server computers store the information resources that make up the Web, and the Web users use client computers to access the resources. A computer-based network may be a public network ? such as the worldwide Internet ? or a private network, such as a company’s intranet. The Web is part of the Internet. The Internet also encompasses other methods of linking computers, such as Telnet, File Transfer Protocol, and Gopher, but the Web has quickly become the most widely used part of the Internet. It differs from the other parts of the Internet in the rules that computers use to talk to each other and in the accessibility of information other than text. It is much more difficult to view pictures or other multimedia files with methods other than the Web. Questions: 1. What is the Web used for? 21 2. What does the underlined word “forum”mean here? 3. Compare internets and intranets. 4. What is the difference between the Web and other parts of the Internet? 1． 和计算机相关的词汇： Central Processing Unit (CPU): in computer science, microscopic circuitry that serves as the main information processor in a computer. (中央处理器) Expanded Memory 扩充内存 Rom: acronym for read-only memory.（只读存储器） Ram: acronym for random access memory. (随机存取存储器) floppy disk: 软盘 hard disk: 硬盘 disk drive: 磁盘驱动程序 microprocessor: electronic circuit that functions as the CPU of a computer, providing computational control.（微处理器） Hypermedia: 超媒体 Integrated Circuit: 集成电路 Virtual Reality: 虚拟现实 Artificial Intelligence: 人工智能 Modem: device that converts between analog and digital signals E-Mail: abbreviation of the term electronic mail, method of transmitting data or text files from one computer to another over an internet, intranet, or the Internet 2. In business, you may often have to explain to people how things work or describe certain processes. Usually this kind of processes is fairly complex. So when you explain this to other people, make sure that you bear the following points into mind. a) First you should take the people you’re talking to into consideration, and make it clear whether they are experts or non-experts, whether they are your customers, your friends, strangers or colleagues. b) Be user-friendly. c) Use simple words and employ simple instructions. Don’t be too technical. After all, not everyone is an expert in the field you’re dealing with. 22 Module 6 Recruiting new staff I. Read the following advertisements and make notes on －－the title of each job －－the type of the company －－the task of each job －－the salary and other benefits 1) We are a major international shampoo company. We are looking for an ambitious, qualified accountant aged 25 ? 30 with several years’ experience in this industry. This is a challenging and stimulating position in which you will provide an essential link between the financial and the management of the company. You will be involved in negotiating new agreements and in preparing financial plans and forecasts. You need to be dynamic and dedicated but tactful and disciplined. The remuneration will reflect your experience and your management potential. Benefits include a company car, a pension and life insurance. Please apply in writing to Flower Shampoo, 88 Jianguo Road, Beijing. 2) We are a major global advertising agency seeking an in-house recruiter to research, contact and network candidates. If you are looking for a change and have several years experience in Media Planning, then you are the right person that we’re looking for! This position will introduce you to all aspects of Human Resources Management. This position will introduce you to all aspects of Human Resources Management. You will be based in the capital of the world ? New York ? with opportunities for extensive travel within the USA. Please send detailed CV and application letter to Dept. LJ75, East 75th Street, New York, NY 10510. II. Suppose that the first job advertisement above would appear in your local press and you decide to apply for the job. Write a suitable letter to the advertiser. III. Read the following passages and answer the questions. A To be successful in a job interview, you should demonstrate certain personal and professional qualities. You need to create a good image in the limited time available, usually from 30 to 45 minutes. You must make a positive impression which the interviewer will remember while he interviews other candidates. The following are some qualities you should especially pay attention to during an interview. First of all, you should take care to appear to be properly dressed. The right clothes worn at the right time can win respect of the 23 interviewer and his confidence in your judgment. It may not be true that clothes make the man. But the first and often last impression of you is determined by the clothes you wear. Secondly, you should pay close attention to your manner of speaking, since speech is a reflection of personality. You should reflect confidence by speaking in a clear voice, loud enough to be heard, without being aggressive or overpowering. You should be prepared to talk knowledgeably about the requirements of the position you are applying for. Finally, to be really impressive you must convey a sense of self-confidence and enthusiasm for work. If you display these characteristics, with just a little luck, you’ll certainly succeed in the typically personnel interview. 1) How long does an interview usually last according to the speaker? 2) How can one give the interview a good first impression? 3) What should be the best manner of speaking for a job-seeker during an interview? B In recent years many countries have been faced with the problem of how to make their workers more productive. Some experts claim the answer is to make jobs more varied. But do more varied jobs lead to greater productivity? There is evidence to suggest that while variety certainly makes the worker’s life more enjoyable, it does not actually make him work harder. As far as increasing productivity is concerned, then, variety is not an important factor. Other experts feel that giving the worker the freedom to do his job in his own way is important. The problem is that this kind of freedom cannot easily be given in the modern factory with its complicated machinery. Thus while freedom of choice may be important, there is usually very little that can be done to create it. Another important consideration is how much each worker contributes to the product he is making. In most of factories the worker sees only one small part of the product. Some car factories are now experimenting with having many small production lines, so that each worker contributes more to the production of cars on his line. It would seem that not only is degree of worker contribution an important factor, but it is also one we can do something about. To what extent does more money lead to greater productivity? The workers themselves certainly think this is important. But perhaps they want more money only because the work they do is so boring. Money just lets them enjoy their spare time more. A similar argument may explain demands for shorter working hours. Perhaps if we succeed in making their jobs more interesting, they will neither want more money, nor will shorter working hours be so important to them. 1) According to the author, what can varied jobs lead to? 24 2) Different from the first group of experts, what is the view of other experts? 3) According to the passage, what does the author suggest? 4) What is the key issue that the author discusses in this passage? Module 7 Advertising and competition I. Read the following passage and answer the questions. In 1985, the Coca-Cola company made the decision to change the formula of its leading soft drink. The change was based on the findings of many market studies. These studies had shown that the general response to the new product was good. However, the change of the traditional Coca-Cola by New Coke was rejected by the majority of drinkers. In fact, the company had to step back and restart production of the old formula of Coca-Cola. The most important reason why New Coke was rejected was emotional relationship that existed between drinkers and the old soft drink formula. Drinking Coca-Cola had become a tradition for many people over its 99 years of existence. The change made by the company was not only in Coke’s formula but also in the traditional values and memories that it represented to the drinkers. “We had taken away more than the product Coca-Cola. We had taken away a little part of them and their past.” The drinkers rejected this “improvement” because “they believed that Coke stood for traditional values,………… so they felt betrayed when the product changed completely overnight.” Although a lot of research was done by Coca-Cola company, it didn’t show the depth of drinkers’ emotion for the product. The studies took many forms, but none of the tests was able to measure the degree of personal and emotional reaction caused by the disappearance of the old, traditional Coca-Cola. The weakness of the research was that it was mainly quantitative in form. The result was only members that could not show the deep meaning the product had for many people. A more extensive study focusing on the qualitative aspects of the change would perhaps have been able to demonstrate the close relationship existing between drinkers and product. 1) Why did Coca-Cola change its formula? 2) Why did the drinkers reject the New Coke? 3) What was Coca-Cola’s product believed to stand for? 4) What kind of market research has Coca-Cola carried out? 25 II. There are many ways of attracting customers to your product and keeping your brand name in the public eye. Basically there are 6 categories, that is, trade promotions, promotional literature, point-of-sale display, financial incentives for the consumer, consumer services, brand image etc. Now please decide which categories the following promotional activities belong to. Sampling of goods redeemable “money-off” coupons special price-reduced packages packaging Mail-in premium offer leaflets Point-of-sale advertising trade fairs and exhibitions Poster after-sale service Trade marks special offers III. Match the words on the left with their meanings on the right. i. USP a. a short tune used in a commercial to advertise a product b. displays in retail outlets which can attract the attention of ii. product literature potential customers iii. showroom c. the place where the goods are bought iv slogan d. an area reached by a service or sales network e. features and benefits of a product which distinguish it from v. retail outlet competitor products vi. point-of-sale f. payment by installments advertising g. leaflets and brochures giving information about the things the vii. coverage company produces viii. jingle h. a memorable sentence used to advertise a product ix. hire purchase i. a room where you can display or demonstrate your products IV. Translate the underlined sentences. The Benefits of Advertising 26 Although one might not think so from some of the criticism of it, advertising is essential to the kind of society in which people in the United Kingdom, and a very large part of the world at large, live. Advertising is necessary as a means of communicating with others. It is also a way of telling people about the goods and services that are offered. If it were not for advertising, some goods information would never reach the ears of many people. Advertising helps a great deal to raise people’s standard of living. In talking about advertising, one should not think only in terms of a commercial on television, or an advertisement in the newspaper or periodicals. In its widest sense, advertising includes many other activities such as packaging, shop displays, and even the spoken word of the salesman. After all, the roots of advertising are to be found in the market place. For many years it was thought that it was enough to produce goods and supply services. It is only more recently that it has become increasingly understood that the production of goods is a waste of resources unless those goods can be sold at a fair price within a reasonable time span. In the competitive society in which we live, it is essential that we go out and sell what we have to offer, and advertising plays an important role in this respect, whether selling at home or in export markets. 1．Sales promotion is aimed largely at three groups: company sales personnel, middlemen, and consumers. 2．The term marketing mix refers to the combination of marketing elements used in a given situation. Major elements of the marketing mix can be listed under four headings: promotion, product, price, and place. 3． Determinants of selling prices are as follows. They are consumers’ perceptions of the attributes and quality of the product, total demand for the goods, the degree of competition in the market, price elasticity of demand for the product, competitors’ likely reactions to a price cut, consumers’ knowledge of the availability of substitute products, the product’s brand image and the degree of consumer loyalty, and costs of production and distribution. Module 8 Selling the product I. Here are some product descriptions taken from promotional literature describing the features of different products and services. What do you think is being described in each case? 27 1. __________________ ? high in natural Vitamin E ? Nourishing and beneficial for dry and chapped skin ? Make the skin feeling soft, supple and smooth 2. __________________ ? grates, kneads, liquidizes, blends, chops, slices ? stainless steel blades ? clear view, shatterproof bowl ? overload cut out and automatic reset ? variable speed 3. __________________ ? 3 double-action self-sharpening cutter blades ? Trimmer for moustaches and sideburns ? Detachable head for easy cleaning ? Rechargeable ? Waterproof ? Supplied with luxury travel case 4. ___________________ ? compact size ?easy-to-use zoom lens ? high-quality color reproduction facility 28 II. The key to keep your business booming is to keep your customers happy. The following is an interview between an interviewer and a manager. They were talking about how to keep the customer happy. Read it and prioritize the points they mentioned. Interviewer: According to my information, your company was one of the big American corporation to take the idea of customer services seriously…… Manager: Yes, Um, I think you can say we were among the pioneers…… Interviewer: So, with the experience of many years of trying to get it right, what would you define as the most important elements in providing successful customer service? Manager: Mm„„well, that’s quite a difficult question, because so many factors are absolutely vital if you want to succeed, and success with customer services, I might add, means doing everything you possibly can to please and keep customers. Interviewer: Does that include the old idea that, for a company, the customer is always right? Manager: Not exactly. The slogan that the customer is always right is rather simple, and unrealistic. I think that, nowadays, most reasonable people, both in companies and as customers, see it as being too general. I would say that, instead, the most important aim of a Customer Services Unit is to encourage communication with customers, to actively seek feedback, including complaints, and to acknowledge all comments, good and bad, from customers because people like to treated with respect. If a company can establish this sort of dialogue with its customers, of attracting and responding to comments about its business, then I think it keeps both the company and the customer happy. Interviewer: What about the legal position in relation to complaints, and the importance of paying out refunds, for example? Manager: Well, it’s true that sometimes legal responsibilities are involved, and that refunding customers is one way of responding to complaints; but, in my opinion, these are minor details, far less important than other elements. It seems to me that a company’s success, in terms of good reputation and high profits, depends more on the relationship the company establishes with its customers. That relationship involves the company in consistently providing high-quality products and top-quality service. If the company aims for quality, then there are, obviously, fewer complaints, and customers are likely to be more understanding of the rare mistakes or problem that does occur. 29 Interviewer: So what you’re saying is, in fact, very simple －－ basically, keeping customers happy depends on providing quality and encouraging communication. Manager: Yes, but the essential factor is communication. According to my experience, a successful Customer Services Unit is one which acts as a link between the company and the customer to ensure that the company can respond to the needs of the customer. After all, in the final analysis, a company’s success can only come from a satisfied customer. III. Negotiating is full of jargon and idioms. Match the phrases in the first column with the definitions in the second column. a. fall-back position i . a man who is an expert at finding solutions b. play it by ear ii . keep something secret for later use c. drive a hard bargain iii . have options to choose from d. bogged down iv . make a certain amount of progress e. knock somebody down v . see what happens f. have some room to manoevre vi . decide to stop doing something g. call it a day vii . contingency plan h. Mr. Fix-it viii . reduce a price i. up one’s sleeve ix . unable to advance j. cover ground x . be a tough negotiator IV. Complete the following sentences with the correct form of one of the verbs from the list below. offer get cover run take call go draw a. Well, before we ________ any further, I’d just like to say it’s in both our interests to reach an agreement today. b. We thought we could briefly _________ through the offer you had. c. As you can see, what we’re _________ is a total package. d. Now, as you know, we’ve read your offer and _________ up an agenda for today. 30 e. My presentation is going to ____________ about five minutes and I’ve got some slides to show you. f. I’m afraid we didn’t ________ as far as we hoped, but we’ve taken a step in the right direction. g. Nobody is suggesting we should _________ a halt. It’s more a question of rescheduling. h. There are two main points I’d like to ___________, starting with pricing. 1. Negotiating usually goes through the following phases: preparing the ground, setting the agenda, establishing positions, clarifying positions, managing conflicts, making and responding to proposals, bargaining, and reaching agreement. 2. The people involved in the negotiating can be usually divided into two types, that is, task-oriented and people-oriented. 3. Generally speaking, in terms of the results, negotiating can be divided into four categories, that is, win-win case, win-lose case, lose-win case and lose-lose case. However, in actual practice, lose-win case and lose-lose case have been gradually got rid of in the negotiating. 31 “商务英语（上）”是中央广播电视大学本科英语专业（商务方向）的必修课程。本课程现为省管课, 请参照——新样题！ 本课程的目的是使学生了解国际商务惯例和商务交际各个环节的主要内容，初步掌握用英语进行 商务交际的基本技能，并为进一步学习 “商务英语（下）” 课程打下基础。 本课程的重点是培养学生用英语进行商务交际的能力，提高听、读和说、写的综合能力。 考核方式包括形成性考核和课程终结考试。课程终结考试以考查读、写技能为主，听、说技能为 辅，同时包括课程中有关国际商务知识的内容。 考核对象 中央广播电视大学本科英语专业商务方向学生。 考核方式 本课程的考核采取两种形式：形成性考核和课程终结考试。课程总成绩以百分制计。形成性考核 占20%，课程终结考试占80%。 形成性考核包括平时作业。参与面授辅导和各项教学活动的情况，以及学生对学习过程的自我 监控情况。 课程终结考试形式为闭卷，笔答。由广东省电大统一命题，在同一时间全省统一考试，考试时 间为120分钟。试卷分为四部分，卷面分值为100分：第一部分为听力，占15分； 第二部分为词汇与结构，占30分；第三部分为翻译与简答，占30分；第四部分为阅读理解，占25分。考核重点为Module 1---Module 5。 命题依据 本课程终结考试的命题依据为中央广播电视大学本科开放教育英语专业商务英语方向教学计划、 课程大纲和课程教材――《环球商务英语（1、2）》。 评价目标 32 本课程考试重点测试学生用英语进行商务交际的基本能力。学生应掌握适应不同商务交际目的和不 同场合的正确的口头和书面交际的基本技能；能听懂略慢于正常语速的小段商务对话、谈判、会议发 言等；能通过阅读获得主要的商务信息；并能进行英译汉段落翻译，以及用正确的语言根据所学课程 内容回答问题。 命题原则 根据教材所涵盖的有关话题.交际功能以及与教材难度相当的口头和书面语言材料命题，涉及教材的内 容不少于50%。 试卷结构 听力 选择/填空 / 回答问题 15分 20分钟 词汇与结构 匹配 / 选择填空 / 完型填空 30分 30分钟 翻译与写作 英译汉 / 根据所学课程内容回答问题 30分 35分钟 阅读理解 简短回答 / 选择判断 25分 35分钟 考试要求 本课程考终结考试为闭卷考试，考生不得使用任何形式的参考资料、电子读物或工具书。 33 Paper 1 Listening Test (15 points) Information for candidates ?There are three parts to the test and you will hear each part twice. ?There will be a pause before each part to allow you to look through the questions and other pauses to let you think about your answers. ?Write your answers in the spaces indicated in the test paper. ?You will have ten minutes at the end of the listening test to transfer your answers to the answer sheet. Part 1 A Conversation (5 points) You are going to listen to a conversation. You will listen to it twice. Answer the following questions as you listen. Choose the best answer according to what you learn from the conversation: 1. What do Jean think about ICT? a. He thinks it obviously useless. b. He thinks it obviously technogical. c. He thinks it obviously outdate. d. He thinks it obviously economic. 2. According to the conversation,changes in taxation should go into---- a. sociological catagory. b. technological catagory. c. economic catagory. 34 3. In the conversation, there are altogether four people. Where are they now? a. In the airport. b. In the corridor. c. In the elevator. d. In the office. 4. According to the conversation, Sean knows _________ well as a sparring partner. a. Karen b. Francoise c. Andrew d. all the people involved 5. What are they probably going to do? a. To carry out a negotiation. b. To have a marathon. c. To drink some coffee and have a chat. d. To repair something immediately. Part 2 A Lecture You will hear part of a lecture. As you listen, answer questions 6-10. (5 points) 6. Three groups of English learners are mentioned in the lecture. They are: beginners, __________ learners, and learners of special English. 7. Most learners of special English have a _______ idea about what they want to learn. 8. For teachers, deciding how to teach specialist English is _________. 9. The family has slowly loosed control of the ______over the years. 35 10.I think that’s an important part of the development that you have the _______in your managers. Part 3 A Talk Show Questions(5 points) You are going to hear a short passage.You will listen to it twice.Answer the following questions as you listen. 11.What is there going to be in the future? 12.Where do people work if they want to? 13.Does Prof Kanter think he can get more done without distraction at home? 14.Who is Prof Kanter ? 15.Why does he think so? Paper 2 Vocabulary and Structure I.Match the words on the left with their definitions on the right. (8 points) 1. restructuring (a) the way in which consumers purchase goods 2. market share (b) When a company is reorganized to make it more efficient 3. buying (c) research carried out for a number of companies on the performance of different behavoiur products 4. catalogue (d) Percentage of consumers who buy from a particular company 5. hard sell (e) reduction in price approach 6. delivery (f) getting the goods to the customer 7. omnibus survey (g) a direct way of persuading people to buy things (h) leaflet and booklet which a company produces to give information about their 8. discount products II. Complete the following sentences, using the appropriate phrasal verbs from the box below. Remember to put the verbs in the correct form. (7 points) lay off get down to carry out come up with 36 put off come across go up look into be made up of take over 1. The marketing managers ___________ several ingenious ways of promoting their products. 2. The factory has ___________ workers because of the drop in sales. 3. Have you seen the paper today? The prices ____________ again. 4. This firm has ___________ three companies this year. 5. The hospital is _________ the tests to find out what’s wrong with her. 6. I’ve got a lot of work to do but I can’t seem to ________ it. 7. I _________ this book in an old bookstore on Fourth Avenue. III. Choose a word or phrase from the list for each space in the passage below.(15 points) source, no matter how, brands, much, caring for, marketing activity, reminding, especially, available, carefully One ____1____ everyone knows about is advertising. _____2________ good a company’s product or service is, it will not sell well if no one knows about it. Advertising is the best method business firms have of telling large numbers of people about what they have to sell. One television commercial may be seen by as many as 100,000,000 people. One magazine ad may be read by 35,000,000 people. Advertising is _____3_____ important in selling new products and services. It also keeps products and services selling by ____4_____ buyers that they are available. The purpose of advertising, as you know, is to sell goods and services. But advertising is also a ____5_____ of consumer information. Through advertising you can learn what products are ____6_____, where to buy them, and how ____7___ they cost them. Sometimes you can learn the features of different ____8____of a product through advertisements. You may even learn about ways of using and ___9_____ products. However, because the purpose of advertising is to influence or persuade, you must weigh ___10____ information you get from ads. (5) Paper 3 Translation and Short-Answer Questions. 37 Part 1 Translate the following two paragraphs into Chinese. Please write your translation on the Answer Sheet. (15 points) When a corporation expands its activities across its borders and engages in international trade, it could be on the way to becoming a multinational corporation. A multinational corporation (MNC) has industrial and commercial organizations in foreign countries. Manufacturing plants are established abroad, in conjunction with supporting marketing systems. Decisions made in an MNC are locally inspired. But major decisions are made by a central management, located in the country of origin of the MNC. Decisions made by the managers of an MNC not only reflect their domestic situation but are concerned with the international implications also. The growth of the MNC in the post World War II era was inevitable. As new market areas opened up, giant corporations that had the financial ability and managerial expertise took advantage of the opportunities. The profits from these markets helped the companies grow. The result had been a snowballing, with the big getting bigger and bigger. Today, with about a half dozen exceptions, General Motors’ total sales are greater than those of entire countries in the Western World. Part 2 Answer the following questions based on what you have learned from the textbook. You should use complete sentences. (15 points) 1. What sort of information is supposed to be included in your CV? 2. What makes a successful interview? 3.Can you describe the different types of market research you have learned? 4. What does SMART stand for? Paper 5 Reading Passage 1 (15 points) Automation refers to the introduction of electronic control and automatic operation of productive machinery. It reduces the human factors, mental and physical, in production, and is designed to make possible the manufacture of more goods with fewer workers. The development of automation in American industry has been called “The Second Industrial Revolution”. Labor’s concern over automation arises from uncertainty about the effects on employment, and fears of major changes in jobs. In the main, labor has taken the view that resistance to technical change is unfruitful. Eventually, the result of automation may well be an increase in employment, since it is expected that vast industries will grow up around manufacturing, maintaining, and repairing automation equipment. The interest of labor lies in bringing about the transition with a minimum of inconvenience 38 and distress to the workers involved. Also, union spokesmen emphasize that the benefit of the increased production and lower costs made possible by automation should be shared by workers in the form of higher wages, more leisure, and improved living standards. To protect the interests of their members in the era of automation, unions have adopted a number of new policies. One of these is the promotion of supplementary unemployment benefit plans. It is emphasized that since the employer involved in such a plan has a direct financial interest in preventing unemployment, he will have a strong drive for planning new installations so as to cause the least possible problems in jobs and job assignments. Some unions are working for dismissal pay agreements, requiring that permanently dismissed workers be paid a sum of money based on length of service. Another approach is the idea of the “improvement factor”, which calls for wage increases based on increases in productivity. It is possible, however, that labor will rely mainly on reduction in working hours in order to gain a full share in the fruits of automation. Answer the following questions according to the above text: 1. Why does labor never doubt? 2. What does the idea of the “improvement factor”(L.8, Para.3) imply? 3. In order to get the full benefits of automation, what will labor depend mostly on? 4. What is the main idea of the passage? 5. What does “automation” refer to in the passage? Passage 2 (10 points) A breakthrough in the provision of energy from the sun for the European Economic Community (EEC) could be brought forward by up to two decades, if a modest increase could be provided in the EEC’s research effort in this field, according to the senior EEC scientists engaged in experiments in solar energy at EEC’s scientific laboratories at Ispra, near Milan. The senior West German scientist in charge of the Community’s solar energy programme, Mr. Joachim Gretz, told journalists that at present levels of research spending it was most unlikely that solar energy would provide as much as three percent of the Community’s energy requirements even after the year 2000. But he said that with a modest increase in the present sums, devoted by the EEC to this work it was possible that the breakthrough could be achieved by the end of next decade. Mr. Gretz calculated that if solar energy only provided three percent of the EEC’s needs, this could still produce a saving of about a billion pounds in the present bill for imported energy each year. And he 39 believed that with the possibility of utilizing more advanced technology in this field it might be possible to satisfy a much bigger share of the Community’s future energy needs. At present, the EEC spends about 2.6 million a year on solar research at Ispra, one of the EEC’s official joint research centers, and another 3 million a year in indirect research with universities and other independent bodies. Mark the following statements True or False according to the information provided in the text. 1. Some scientists believe that a breakthrough in the use of solar energy depends on sufficient funding. 2. According to Mr. Gretz, the present sum of money will enable the scientists to provide a little more than 3% of the EEC’s needs after the year 2000. 3. The total yearly spending of EEC on solar energy research amounted to almost 6 million dollars. 4. The EEC spends one billion pounds on imported energy each year. 5. At the present level of research spending, it is difficult to make any significant progress in the provision of energy from the sun. Answer Key & Marking Guide Paper 1 Listening Test Part 1-omitted ?One point for each item. Part 2-omitted ?One point for each item. ?Ignore minor spelling mistakes. Paper 2 Grammar and Vocabulary ?One point for each item. 40 I. Match the words on the left with their definitions on the right. 1. (c) 2. (e) 3. (a) 4. (j) 5. (b) 6. (i) 7. (h) 8. (f) II. Complete the following sentences, using the appropriate phrasal verbs from the box below. Remember to put the verbs in the correct form. 1. made up of 2. have come up with 3. laid off 4. go up 5. putting off 6. taken over 7. carrying out 8. get down to 9. came across 10. looking into IV. Choose a word or phrase from the list for each space in the passages below. 1. marketing activity 2. No matter how 3. especially 4. reminding 5. source 6. available 7. much 8. brands 9. caring for 10. carefully Paper 3 Translation ?Award a maximum of 15 points. 一个公司的经营活动跨越了国界，参与了国际贸易，它就有可能成为跨国公司。跨国公司一般在 国外都有相应的工商体系，开设加工厂，并辅之以相应的市场体系。一般说来，跨国公司在国外 的分部或办事处可以根据当地市场实际情况制定相应的策略。但一些重大的决策须由该跨国公司 的中央管理层做出。跨国公司的管理者做出的决策不但反映了他们的国内形势，而且也与国际形 势休戚相关。 二战后跨国公司的迅猛发展是必然的。由于开辟了新的市场，资金雄厚和经营有方的大公司充分 利用了这一获利的良机。随着利润的增长，大公司就像滚雪球一样迅速地发展壮大起来。现今， 只有少许例外，美国通用汽车公司总销售收入比西方其他国家全国的汽车销售收入还要大。 Paper 4 Short-answer Questions ?Award a maximum of 15 points. 41 1.Your CV should include your name, address, telephone number, your education, your work experience, your skills, your hobbies and names of referees etc. (4%) 2.Good preparation is the key to a successful interview. Apart from that, you have to tactfully deal with the questions during the interview, pay attention to your manners and be honest. (4%) 3.They are attitude research, motivational research, qualitative market research, desk research, marketing communications research, omnibus survey and quantitative market research etc. (4%) 4.SMART stands for “specific”, “measurable”, “achievable” “relevant” and “timed”. (3%) Paper 5 ?Award two points for each item. Passage 1 1.Because automation is a trend which cannot be stopped. 2.The benefit of the increased production and lower costs should be shared. 3.Labor will depend mostly on shorter working hours and more leisure time. 4.Labor and the effects of automation. 5.“Automation” is the introduction of electronic control and automatic operation of productive machinery. Passage 2 6.False 7.False 8.True 9.False 10. True豆丁网（DocIn）是全球优秀的C2C文档销售与分享社区。 豆丁允许用户上传包括 .pdf, .doc, .ppt, .txt 在内的数十种格式的文档文件，并以Flash Player的形式在网页中直接展示给读者。简而言之，豆丁就如同文档版的Youtube。 42 现在每天都有数以万计的文档会上传到豆丁，正基于此，豆丁将致力构建全球最大的中文 图书馆。 豆丁努力使世界上任何人都能够自由地发挥他们的创造力。文档资料只通过少数、单 一的出版物来传播的时代已经结束。现在，互联网给文档资料提供了世界范围内的传播渠 道，豆丁希望能够给每个独立的文档持有者利用这个新机会的方法。现在，我们为原创人 群提供安全、自由、民主、便利的文档发布与营销平台。借助豆丁，你可以为你的文档定 价，并通过豆丁发表到不同博客、论坛、联盟中，进行广泛传播，在分享的同时获得收入 回报。 豆丁致力于构建全球领先的文档发布与销售平台，面向世界范围提供便捷、安全、专 业、有效的文档营销服务。包括中国、日本、韩国、北美、欧洲等在内的豆丁全球分站， 将面向全球各地的文档拥有者和代理商提供服务，帮助他们把文档发行到世界的每一个角 落。豆丁正在全球各地建立便捷、安全、高效的支付与兑换渠道，为每一位用户提供优质 的文档交易和账务服务。 现在，已经有成千上万的用户在豆丁上传Word、PDF、PPT等各种格式的文档，分享给全世界，每个月超过4000万的用户，会来豆丁浏览文档。 豆丁全球Alexa排名已进入1500以内，并稳步攀升。 豆丁网（DocIn）是全球优秀的C2C文档销售与分享社区。 豆丁允许用户上传包括 .pdf, .doc, .ppt, .txt 在内的数十种格式的文档文件，并以Fl ash Player的形式在网页中直接展示给读者。简而言之，豆丁就如同文档版的Youtube。 现在每天都有数以万计的文档会上传到豆丁，正基于此，豆丁将致力构建全球最大的中文 图书馆。 豆丁努力使世界上任何人都能够自由地发挥他们的创造力。文档资料只通过少数、单 一的出版物来传播的时代已经结束。现在，互联网给文档资料提供了世界范围内的传播渠 道，豆丁希望能够给每个独立的文档持有者利用这个新机会的方法。现在，我们为原创人 群提供安全、自由、民主、便利的文档发布与营销平台。借助豆丁，你可以为你的文档定 价，并通过豆丁发表到不同博客、论坛、联盟中，进行广泛传播，在分享的同时获得收入 回报。 豆丁致力于构建全球领先的文档发布与销售平台，面向世界范围提供便捷、安全、专 业、有效的文档营销服务。包括中国、日本、韩国、北美、欧洲等在内的豆丁全球分站， 将面向全球各地的文档拥有者和代理商提供服务，帮助他们把文档发行到世界的每一个角 落。豆丁正在全球各地建立便捷、安全、高效的支付与兑换渠道，为每一位用户提供优质 的文档交易和账务服务。 现在，已经有成千上万的用户在豆丁上传Word、PDF、PPT等各种格式的文档，分享给全世界，每个月超过4000万的用户，会来豆丁浏览文档。 豆丁全球Alexa排名已进入1500以内，并稳步攀升。 43