单选题
{{B}}Background Information{{/B}}
All businesses are affected by their immediate environment. Many factors influence them, for example, the location of the business premises, availability of labor, labor costs, and availability of raw materials and so on. Premises refer to house or other buildings with its out buildings etc. Among them, location is important particularly for businesses, which allows businesses to situate themselves somewhere where they can be noticed by their target customers.
Text B Entering a market
Background Information
Haier is the world's fourth largest white goods manufacturer and is the official home appliances sponsor of the Beijing 2008 Olympic Games. As of 2007, the Haier Group has established a total of 64 trading companies(19 located overseas), 29 manufacturing plants(24 overseas), 8 design centers(5 overseas)and 16 industrial parks(4 overseas). Consistent with Haier's position as a global brand, the company employs over 50 000 people around the world. In addition, Haier boasts a 58 800-strong sales network which last year accounted for a global turnover of 118 billion RMB (16.2 billion USD). Guided by the branding strategy of CEO Zhang Ruimin, Haier has advanced through the "grand building", "diversification", and "internationalization" stages, and since 2005 has embarked on the fourth stage: "global Branding". Haier has enjoyed a growing international reputation over the past 24 years.
{{B}}Background Information{{/B}}
All businesses are affected by their immediate environment. Many factors influence them, for example, the location of the business premises, availability of labor, labor costs, and availability of raw materials and so on. Premises refer to house or other buildings with its out buildings etc. Among them, location is important particularly for businesses, which allows businesses to situate themselves somewhere where they can be noticed by their target customers.
Text B Entering a market
Background Information
Haier is the world's fourth largest white goods manufacturer and is the official home appliances sponsor of the Beijing 2008 Olympic Games. As of 2007, the Haier Group has established a total of 64 trading companies(19 located overseas), 29 manufacturing plants(24 overseas), 8 design centers(5 overseas)and 16 industrial parks(4 overseas). Consistent with Haier's position as a global brand, the company employs over 50 000 people around the world. In addition, Haier boasts a 58 800-strong sales network which last year accounted for a global turnover of 118 billion RMB (16.2 billion USD). Guided by the branding strategy of CEO Zhang Ruimin, Haier has advanced through the "grand building", "diversification", and "internationalization" stages, and since 2005 has embarked on the fourth stage: "global Branding". Haier has enjoyed a growing international reputation over the past 24 years.
{{B}}Haier Aims to Be a Mainstream Brand in the
US{{/B}}
An exclusive interview of CEO of Haier Group
Zhang Ruimin, CEO of Haier Group
Haier is well on the way towards achieving its goal of being a mainstream brand in the US. Haier has successfully penetrated the Top-10 chain groups in the US. Whenever Haier enters the global procurement system of big chain, this makes Haier one step closer to entering the mainstream US market. Haier has also won awards such as "best supplier" and "exam-free supplier" by several retailer chains. Haier has international service centers in more than 50 states of the US and has opened a toll-free hotline.
According to Zhang Ruimin, CEO Haier Group, Haier knew that its entry into the US would be very difficult at first, but would get easier as the company learned from its mistakes. The company adopted a "market first and then factory" approach. Haier invested in a global brand strategy with the objective of letting products, capital and brands go global. From the single and niche products at the early days of entering the US market, to the current differentiated product family, with products such as the independent cocktail cabinet and Haier 37T88, Haier's mainstream products are now very competitive. Haier's products can be found in big channel outlets as SEARS, Lowe's, HOME DEPOT, Best Buy, PC-RICHARD, Wal-Mart, Sam's, Costco, Brand Smart, and Target. Haier has obtained the praise and trust of its channel partners, and has successfully transformed itself from a niche to a mainstream brand provider.
An exclusive interview of CEO of Haier Group
Zhang Ruimin, CEO of Haier Group
Haier is well on the way towards achieving its goal of being a mainstream brand in the US. Haier has successfully penetrated the Top-10 chain groups in the US. Whenever Haier enters the global procurement system of big chain, this makes Haier one step closer to entering the mainstream US market. Haier has also won awards such as "best supplier" and "exam-free supplier" by several retailer chains. Haier has international service centers in more than 50 states of the US and has opened a toll-free hotline.
According to Zhang Ruimin, CEO Haier Group, Haier knew that its entry into the US would be very difficult at first, but would get easier as the company learned from its mistakes. The company adopted a "market first and then factory" approach. Haier invested in a global brand strategy with the objective of letting products, capital and brands go global. From the single and niche products at the early days of entering the US market, to the current differentiated product family, with products such as the independent cocktail cabinet and Haier 37T88, Haier's mainstream products are now very competitive. Haier's products can be found in big channel outlets as SEARS, Lowe's, HOME DEPOT, Best Buy, PC-RICHARD, Wal-Mart, Sam's, Costco, Brand Smart, and Target. Haier has obtained the praise and trust of its channel partners, and has successfully transformed itself from a niche to a mainstream brand provider.
填空题
I. Match the word with the appropriate meaning.A. planning
填空题
accelerate
填空题
integrate
填空题
strategy
填空题
forge
填空题
initiative
填空题
implement
判断题
II. True or False.When it enters the global procurement system of big chain, Haier will enter the mainstream US market.
【正确答案】
B
【答案解析】
判断题
In order to enter the mainstream US market, Haier adopted a "factory first and then market" approach.
【正确答案】
B
【答案解析】
判断题
More than one half of Haier's North American management teams are locals.
【正确答案】
B
【答案解析】
判断题
In April 2006, Haier became a strategic partner of NBA and the first global appliance brand to sponsor the NBA.
【正确答案】
A
【答案解析】
判断题
Haier's channels in North American are mainly concentrated on high-end markets.
【正确答案】
A
【答案解析】
单选题
III Multiple choices.Which of the following is true according to the passage?
【正确答案】
C
【答案解析】
单选题
Where can the Americans buy Haier's products?
【正确答案】
D
【答案解析】
单选题
What has Haier been focusing on in the internationalization process?
【正确答案】
B
【答案解析】
单选题
Haier is a world leader in the following advanced technological fields except ______ .
【正确答案】
D
【答案解析】
单选题
What approach will Haier adopt in the future?
【正确答案】
B
【答案解析】
填空题
IV. Answer the questions.
According to the text, what did Haier do in order to enter the mainstream US market?
19. What can Haier benefit from becoming a strategic partner of NBA?
20. Haier is one of the most successful cases of entering a foreign market. Can you find out other similar cases?
填空题
V. Questions 21-30.
Read the article below.
For each question 21-30, write one word in CAPITAL LETTERS on your Answer Sheet.
A significant Development in organizational buying has been the creation and growth of online trading communities, called e-marketplaces, which bring{{U}} (21) {{/U}}buyers and supplier organizations. These online communities go by a variety{{U}} (22) {{/U}}names, including exchanges and e-hubs, and make possible the real-time exchange of information, money, products, and services. E-marketplaces will account{{U}} (23) {{/U}}almost one-half of all online organizational purchases in 2005.
E-marketplaces can be independent trading communities or private exchanges. Independent e-marketplaces typically focus{{U}} (24) {{/U}}a specific product or service, or serve a particular industry. They act{{U}} (25) {{/U}}a neutral third-party and provide an Internet/Web technology trading platform and a centralized market that enable exchanges{{U}} (26) {{/U}}buyers and sellers. Independent e-marketplaces charge a free for their service and exist in settings that have one or more of the following features: (1)thousands{{U}} (27) {{/U}}geographically dispersed buyers and sellers, (2)frequently changing prices caused{{U}} (28) {{/U}}demand and supply fluctuations, (3)time sensitivity due{{U}} (29) {{/U}}perishable offerings and changing technologies, and(4)easily comparable offerings between a variety of supplies. Wellknown independent e-marketplaces include Paper Exchange(paper products), Plastic Net(plastics), Altra Energy(electricity, natural gas, and crude oil), and MRO. Com(maintenance, repair, and operating supplies). Small business buyers and sellers, in{{U}} (30) {{/U}}, benefit from independent e-marketplaces. These e-marketplaces offer them an economical way to expand their customer base and reduce the cost of purchased products and services.