填空题 How effective is your marketing? Gone are the days when companies had departments full of staff whose role nobody understood. Today we are all accountable and have to be able to demonstrate the value of our contribution to our businesses. And rightly so. But when it comes to marketing, what is effectiveness, how do you measure it, and why is its measurement so important? Businesses are starting to recognise the key marketing questions. Are we providing the right products for the right people at the right price? Are our brands better than those of our competitors? (9) That's because marketing is not the fluffy stuff that can be axed when the going gets tough - it is the essence of business. So if marketing is important, it follows that it pays to know if yours is working. The first stage in the process is understanding your current position. How successful is your brand today? What is your market share? You should equip yourself with some sound facts and figures on which to base your conclusions. (10) It could be simply to boost sales. You may want to reinforce your leadership in a market or trounce a competitive brand. Influencing future profitability, possibly by building a short-term brand share, may be a priority. A clear objective is essential. But how do you know if your marketing is achieving your goals? (11) Their success is not just related to how many boxes leave the factory. Effectiveness may not be tangible. It may be financial, it may not. 'The brand' is an intangible asset, but it is now seen as an important one. Quantifying the value of an intangible asset is a difficult, but not impossible, task. It is also necessary to evaluate both long-term effectiveness and the short-term outcomes of any campaign. (12) But the care of a brand is a marathon, not a sprint, and it is important not to lose sight of the long-term consequences. Choosing the right measurement tools to evaluate a campaign is another important issue. (13) The accuracy they thus ensure should be consistent over time and correspond to the wider objectives of the business. Ultimately, marketing must deliver profit. The essential debate should no longer be about the importance of marketing, but what we should do to measure its effectiveness, and what measures will ensure survival. (14) But to others it is likely to be a controversial issue - and one which can produce responses leading to widely different directions for their enterprises.A Having done that, next comes establishing what it is that marketing activities should be achieving.B Because of this, you may want to generate return on investment, perhaps by raising the quality of your brand.C This shift in focus will be taken as read by the most successful businesses.D Addressing such issues should mean that profits take care of themselves.E Concerning the latter, it may be tempting to be seduced by efforts that yield quick results and satisfy investor pressure for immediate returns.F These should be precise and based on empirical data.G Good strategies are not necessarily linked to production or sales figures.H Today we are all accountable and have to be able to demonstrate the value of our contribution to our businesses.

填空题·Read the article below about recruiting.·Choose the best sentence from the opposite page to fill each of the gaps.·For each gap 9-14, mark one letter (A-H) on your Answer Sheet.·Do not use any letter more than once. {{B}}Hiring Wisely{{/B}} Evaluating a person's relational abilities is a bit more difficult. Try the following techniques to ferret out a candidate's skills in the four dimensions of interpersonal work. If you find yourself wanting to hire the candidate regardless of his talents, he's probably a master in the influence dimension. Some other signs to look for include a history of being elected to leadership positions and a broad and deep professional network -- especially outside the person's current place of employment. People who score high on influence frequently serve on the boards of relevant professional and social organizations. During the interview, pose questions with no right answer and then assess how confidently and persuasively the candidate expresses himself. {{U}}(9) {{/U}} Did it have anything to do with influencing a decision? When you want to assess a candidate's adeptness at interpersonal facilitation, try asking him to describe a work situation in which two people were in conflict. {{U}}(10) {{/U}} Next, look for evidence of broad and deep personal and professional networks, especially inside his current place of employment. {{U}}(11) {{/U}} Finally, ask him to describe a job that he wouldn't want to do--not for lack of competence but for personal reasons. Would that position require an uncomfortable level of toughness toward other people, such as managing a turnaround in which a number of employees will lose their jobs? To determine whether someone is relationally creative, start by having him describe a favorite advertising campaign, slogan, or image, and then have him explain why he loved it and found it so effective. Ask the candidate to describe a time when he was "in the flow"-- so immersed in his work that he lost track of time- and see whether he cites a task that required a high level of relational creativity. {{U}}(12) {{/U}} People who score high in this dimension frequently give creative or offbeat answers. {{U}} (13) {{/U}} So be sure to ask the candidate about activities outside work and see if he holds a leadership role in any of them. Ask him, too, to describe his ideal job. Probe for details such as how many people he would be interacting with and in what way. Next, have him describe the best customer service operation he's ever experienced, either as an employee or as a customer. Notice how excited he gets while discussing it. {{U}}(14) {{/U}} Is he someone who inspires you to go out and give it your all? If so, he's got a special talent in the team leadership dimension.A And since most people who excel in this dimension participate in some kind of good cause, ask him to talk about his experiences in that realm.B If you find yourself wanting to hire the candidate regardless of his talents, he's probably a master in the influence dimension.C Another way to gauge his interest and ability in this dimension is to ask about a peak moment he's had at work.D People talented in this area usually have a long history of involvement with groups -- for instance, sports teams or social clubs.E In fact, pay close attention to how much energy and enthusiasm the person exhibits during your conversation generally.F Finally, ask what other careers he has considered.G Someone who's talented in this dimension will offer an insightful explanation of what might have been going on under the surface of the disagreement.H People who are skillful in this respect are more talkative and persuasive.

填空题 Things happened to John 1 John Muskavitch，______，couldn't attend meeting 2 John left Tuesday for______to be with his ill mother． Initial acquaintance with the company 3 The company's name is______． 4 John was with his first boss______to his first regional meeting． 5 The company deals with______． Impression of the regional meeting 6 People in the company are great bouch of people．kind of like a______family． 7 His______were the much respected and admired． Team work in the company 8 The work they do is______． 9 Whenever they have______，they are all just a phone call away． 10 They speak up or tactfuly disagree at meetings，______．conferences． 11 They often feel it is not easy to deal with constant change of rules and______． 12 John was in the position of president due to______important people in his professional life．

填空题That The desire to become more strategic that has been espoused by recruiting Over leaders for more than over a decade, and yet, year after year, newly introduced 41．initiatives seem more tactical and administrative than it ever. Recruiting processes 42．have nearly doubled in size when you look at the steps involved in, but no one 43．seems to think or can prove that output has changed all of that much. When you 44．look at what the typical recruiting organisation actually does, the plain truth of 45．the matter is that 90 percent of the work is administrative or tactical at its best. There"s 46．nothing wrong with tactical work; it does for the most part generate a 47．positive return in the short term. But let there be no doubt on that a truly strategic 48．recruiting function would do a fraction of what typically gets done and a lot more 49．of what hasn"t been getting done. Strategic actions have a broader, long-term 50．impacts on that manifest themselves by fundamentally altering an organisation"s 51．capability or capacity to compete with. Little of what gets billed as being these days 52．is actually strategic. In fact, it seems that the word "strategic" in conjunction with recruiting is most often used by vendors selling goods and services that have absolutely no strategic impact.

填空题E-commerce, A Powerful Business Channel Electronic commerce has the promise to be a very powerful business channel. Many "traditional" businesses such as General Electric, American Airlines, and US Air have (31) successfully implemented successful web-based strategies. New businesses, such as Amazon. corn, are challenging many traditional businesses to rethink the (32) they conduct business. The success of Amazon. corn has prompted many, previously "traditional" businesses, such as the bookstore retailer, Barnes and Noble, to (33) the electronic commerce arena. When implemented properly and when aligned (34) the firm's overall corporate strategy, electronic commerce can significantly enhance the operations of a firm. The potential benefits of electronic commerce to businesses depend on the extent of implementation and also the industry in (35) the firm operates. The outlook for web-based revenues is particularly (36) for the travel, financial services, computing hardware and software industries. The primary benefits to consumers are convenience, access to information, and price comparison. All of these benefits to the consumer (37) in more buying power. (38) business models and the value chain are no longer representatives of the virtual society in which electronic commerce operates. The value chain of electronic commerce-based companies places the customer as the center of focus with a sharing of data throughout all processes of the value chain and the customer. Besides, the (39) of electronic commerce depends on the assurance in which businesses and customers place in its underlying systems. Security is often cited as the number one impediment (40) the growth of electronic commerce.

填空题On the brink The New York Times was once the best example of all that was great about American newspapers．Now it symbolizes the difficult situation the whole industry is fecde with.The Grey Lady's circulation is tumbling down another 3.9%according to the latest data from America's Audit Bureau of Circulations (ABC)． (9) . Pick almost any American newspaper company and you can tell a similar story．The ABC reported that for the 530 biggest daily newspapers，average circulation in the past six months was 3.6%lower than in the same period a year earlier．As for Sunday papers．it was 4.6%lower．Ad revenues are plunging across the board：by 22.3%at Media General，for example．In 2007 total newspaper revenues fell to$42.2 billion． (10) . Much of this decline is being blamed on the rise of the internet，which offers free，round-the-clock coverage．What's more，Internet has provided a new，better home for classified advertising，which was once the source of most newspapers'revenue． (11) ．The number one cause is the troublesome housing market，which contributes a large slice of classified advedising． Industry experts such as Lucas Rich Fine of Kent State University do not think that the Times is responding forcefully enough． (12) Mr.Fine also points out that although all newspapers are being affected by the internet，their ability to respond will probably depend on whether their audiences are national，metropolitan or local．The first category can afford to invest in distinctive international or business coverage，while the last can prosper by becoming'more intensely local'．But he fears that the big metropolitan newspapers may find themselves trapped in the middle． Not all is lost，however． (13) ．For instance，a number of newspapers are becoming'information and connection utilities'，through such offerings as local internet forums．The Pocono Record has renamed reporters'content managers'，since they oversee all the coverage of their beat，both in print and online，and get a bonus for higher web traffic． The hero for industry optimists is Brian Tierney，a former publicrelations executive．Last year，he led a group of investors that borrowed heavily to buy Philadelphia's two main dailies． (14) ．He is also finding new ways to drum up advertising，such as introducing a business column sponsored by a local bank．A．Certainly，it was not something to be sniffed at，but much less than the peak of$48.7 billion in 2000．B．However，some of the fall in revenues is actual-ly due to the economic slowdown in America．C．Its advertising revenues are down，too，12.5% lower in March than a year earlier．D．He has since revived them with a vigorous marketing drive．E．Nevertheless，as a major newspaper，it still boasts a welleducated readership．F．Plenty of innovation is taking place，particularly at local papem．G．‘Now is the time to beef up its business section，’he says．H．Now it symbolizes the difficult situation the whole industry is faced wit

填空题TASK ONE--THE TYPE OF BUSINESS·For questions 13-17, match the extracts with the types of business to start, listed A-H.·For each extract, decide the type of business each speaker is going to start.·Write one letter (A-H) next to the number of the extract.A an export firmB a gas stationC a supermarketD an import firmE a garageF a restaurantG a tourism training programH a hotel

填空题______

填空题a good indication of a nation's industrial skill base. Teams take their part in

填空题Insurance company is always responsible for the loss in a sea swindling.

填空题Rewrite each sentence using a gerund or infinitive phrase. Peter thinks golf is a great way to relax. Peter enjoys playing golf.

填空题The problems arose because we did not use our normal forwarding agents. If we ______.

填空题______

填空题Dear Mr. Smith, Thank you for offering us the {{U}} {{U}} 1 {{/U}} {{/U}}to act as your agents in Tokyo. We would like to {{U}} {{U}} 2 {{/U}} {{/U}}the main points of the agreement. We are to have {{U}} {{U}} 3 {{/U}} {{/U}}selling rights for your {{U}} {{U}} 4 {{/U}} {{/U}}throughout Japan and we ourselves will not sell rival {{U}} {{U}} 5 {{/U}} {{/U}}while you will not supply any of our {{U}} {{U}} 6 {{/U}} {{/U}}in this country. We will {{U}} {{U}} 7 {{/U}} {{/U}}customers who will pay you direct and we will receive a ten percent {{U}} {{U}} 8 {{/U}} {{/U}}on net prices. In addition a further 2.5 percent {{U}} {{U}} 9 {{/U}} {{/U}}commission will be paid to us to guarantee customers' payments on our depositing an agreed sum in the Bank of Tokyo. You will responsible for {{U}} {{U}} 10 {{/U}} {{/U}}sales here with a press {{U}} {{U}} 11 {{/U}} {{/U}}in leading daily newspapers. The total amount of this being not less than ￡50000 {{U}} {{U}} 12 {{/U}} {{/U}}. As well as this you will supply us with literature in the forms of current catalogues, {{U}} {{U}} 13 {{/U}} {{/U}}, and leaflets which will be distributed to leading {{U}} {{U}} 14 {{/U}} {{/U}}. We will carry a {{U}} {{U}} 15 {{/U}} {{/U}}of your goods as {{U}} {{U}} 16 {{/U}} {{/U}}, but shipment and delivery will be made by you direct to {{U}} {{U}} 17 {{/U}} {{/U}}. The agency contract is to run for one year. We look forward to receiving the contract soon. Yours sincerely, J. Peteroon Sales Manager products competitors agency commission promoting per annum confirm brands wide range brochures opportunity advertising campaign samples sole invoice del creder retailers customers

填空题A p______ is the amount of money paid to an insurance company for cover.

填空题{{B}}PART OEN{{/B}}·You will hear a public relations manager telling about the way to mm on the charm.·As you listen, for questions 1-12, complete the notes using up to three words or a number.·You will hear the recording twice. Hints to turn on your charm1. Influence people by paying ______ to others.2. It is the key to successful ______.3. Figure out boss or colleague's ______.4. Be sure to command ______ when officemates seeking anything from each other.Experts' ideas of turning on charm5. Robert Cialdini's idea: use ______ as an influence technique.6. Valenti's approach: ______ is necessary.7. Buffer et al's strategic weapon: encourage the speaker's feeling of ______.Other advice8. Try to use ______.9. Be sure to get your ______ focus on the speaker.10. Remind yourself of other ______.11. e.g. turning off ______ at the meeting.12. putting aside e-mail for ______.

填空题· Read the text below about customer service.· In most lines there is one unnecessary word. It is either grammatically incorrect or does not fit in with the sense of the text. Some lines are correct.· For each numbered line 41—52, find the unnecessary word and then write the word in CAPITAL LETTERS. If a line is correct write CORRECT. {{B}}CUSTOMER SERVICE{{/B}} Customer service has become such as an important competitive differentiator that it really is no longer solely the responsibility of41. a small group of individuals staffing around a complaints desk.42. Customer service is included every employee's responsibility, and it43. should be a proactive rather than a reactive strategy. Excellent44. service wins and keeps up customers. Service means extras—in terms45. of product, care and information—customised to meet for the similar46. needs of a group of customers. It has become so relatively complex47. and inclusive, extending from order planning to postsales service,48. that a cross-functional team of staff and managers is often one needed49. for service delivery. Some more things haven't changed. The three50. "F"s of service still apply, it has to be fast, flexible, and come51. from the first person the client contacted. However by today, the first52. person may be a computer, and fast now means instantaneous. Flexibility remains key to survival.

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