填空题　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　{{B}}What Is a Trademark?{{/B}}There are several types of company and product identifications. The trademark, also called a brand name, is the name by which people can speak of the product. Very often a trademark will include some pictorial or design element. If it does, the combination is called a logotype (or simply a logo).Trademarks are proper terms that identify the products and services of a business and distinguish them from products and services of others. Specially, a trademark is a word, design, or combination used by a company to identify its brand and to distinguish it from others, and it may be registered and protected by law.{{U}} {{U}} 1 {{/U}} {{/U}}. Trademarks can also be termed service marks when used to identify a service. In general, a trademark for goods appears on the product or its packaging, and a service mark is used in advertising to identify the services.The logo design is an extremely important element in the successful marketing of a product. It is difficult to sell a product until a reasonable level of name recognition is achieved among the consumers.{{U}} {{U}} 2 {{/U}} {{/U}}. Most designers attempt to forge a compatible relationship among the package design, logo, and advertising for the product. A strong logo on the package and in product advertising creates an environment of recognition. Clearly, the most successful packages are those that combine an intriguing design scheme with a provocative logotype.{{U}} {{U}} 3 {{/U}} {{/U}}. After all, when pushing a shopping cart down a supermarket aisle, the consumer's first images will be recognizable brand names. Trademarks should not be confused with trade names, which are corporate or business names. General Motors, for example, is the trade name of a company making automobiles whose trademark (not trade name) is Buick. The terms trademark and trade name are often confused.{{U}} {{U}} 4 {{/U}} {{/U}}. Trade names can be used in the possessive form and do not require a generic form. Many companies, however, use their trade names as trademarks. For example, Reebok International Ltd. is the corporate name, and Reebok may be used as a trade name, as "Reebok's newest line of athletic shoes is for children. "{{U}} {{U}} 5 {{/U}} {{/U}}. Some personal names (as with product names) may sound the same but may have different spellings--Sherry, Sherri, or even Cheri. Or they may simply be very familiar names--Jennifer, Jane, Susan, Emily--or dearly distinctive, like Ruhanna. Yet, distinctive may appear difficult to read or pronounce.{{U}} {{U}} 6 {{/U}} {{/U}}. They want names that can easily become familiar to consumers, yet be easy to read and pronounce and be memorable.A. What we mean is a logo that is distinctive enough if it is extracted from the package will still project the visual personality of the product. B. Trade names are proper nouns.C. In fact, the creation of a logo is so important that a number of firms have been established whose primary function is the design of logos, packages, and corporate identity.D. General Electric has a simple procedure for developing trademarks for its brands.E. Companies and products have a similar problem.F. Reebok also is used as a trademark: "Are you wearing Reebok athletic shoes or another brand?"G. Trademark formats can include letters, numbers, slogans, geometric shapes, pictures, labels, colour combinations, product and container shapes, vehicles, clothing, and even sound.

填空题help to pack purchases, and change paper till rolls as being necessary.

填空题A In order to maintain a statistical measure of the quantity of goods shipped abroad and to provide a means of determining whether regulations are being met, most countries require shipments abroad to be accompanied by an export declaration. Usually such a declaration, presented at the port of exit, includes the names and addresses of the principals involved, the destination of the goods, a full description of the goods, and their declared value, When manufacturers are exporting from the United States, Customs and the Department of Commerce require an export declaration for all shipments. If specific licenses are required to ship a particular commodity, the export license must be presented with the export declaration for proper certification. It thus serves as the principal means of control for regulatory agencies of the U.S. government. B In exporting, the bill that the exporter or consignor sends to the importer or consignee is called a commercial invoice. This invoice lists full particulars of the shipment. The marks, the number of packages, an accurate packing list, and a full description of the merchandise should appear on the commercial invoice. It should state the name of the ship (if ocean transportation is used), the name and address of the consignee, the contract number, the code word for the contract if one is used, the price per unit of the merchandise, and the total price of the shipment. The commercial invoice should also show the nature of the price quotation, whether the merchandise is sold FOB factory, FAS vessel, or CIF port of destination. C Another essential shipping document for shipments to some countries is the consular .invoice. This is a document obtained by the exporter in his or her country from the governmental representative of the importer's country. It was originally designed to help ensure that fair market values would be listed on the invoices prepared by the exporter. Thus the exporter must prepare and have certified before the foreign consul or representative a document containing all essential details of the sale. After certification the document is forwarded to the buyer for presentation to customs with the customs declaration, ostensibly for use in determining the amount of tariff to be levied. In recent years, a number of countries including the United States and the Philippines, have eliminated the requirement for the consular invoice. But where they are still required, they must be provided. D The packing list is sometimes shown on the commercial invoice, or it may be a separate document, depending on the number of packages and the. complexity of the list. It should contain, item by item, the contents of cases or containers in a shipment., The items should be listed separately with their weight and description set forth so as to make a complete check of the contents of each package possible upon arrival at the port of destination or the customs office. This information is also useful for the consignee. Any variation in description from the commercial invoice or consular invoice usually subjects the consignee to large fines, which are then passed on to the exporter. E These include a wide variety of special inspection certificates issued by various authorities and may be required by the importer to meet his or her own or government requirements. These documents certify as to purity and absence of disease, and are issued to cover food products, plants, seeds, and live animals. Frequently, they must be legalized by the consular representative of the importing country. Food products are those for which sanitary certificates are most often required. Special certificates are also issued for certain types of merchandise, to certify a required composition or the existence of specific ingredients. Some types of steel, for example, are sold on analysis. Certain chemical mixtures must be analyzed and certified with respect to the presence of desired constituents.

填空题 · In most of the lines (41-52) there is one extra word. It is either grammatically incorrect or does not fit in with the sense of the text. Some lines, however, are correct. · If a line is correct, write CORRECT on your Answer Sheet. · If there is an extra word in the line, write the extra word in CAPITAL LETTERS on your Answer Sheet. Special Products Co.—How to Order {{U}} {{U}} 1 {{/U}} {{/U}}Ordering is easy and delivery fast. Once received, your order will {{U}} {{U}} 2 {{/U}} {{/U}}normally be dispatched within 72 hours. We will inform to you {{U}} {{U}} 3 {{/U}} {{/U}}immediately should any items be out of stock. If you are not happy {{U}} {{U}} 4 {{/U}} {{/U}}with your purchases please return them to us within the 15 days in their {{U}} {{U}} 5 {{/U}} {{/U}}original packaging and we will refund you for in full. Quality is our main {{U}} {{U}} 6 {{/U}} {{/U}}criterion. Each item is under unconditionally guaranteed for 6 months. {{U}} {{U}} 7 {{/U}} {{/U}}You will receive a receipt and with your order which is your guarantee. {{U}} {{U}} 8 {{/U}} {{/U}}In the unlikely event of damage to an item during delivery, should please {{U}} {{U}} 9 {{/U}} {{/U}}contact with us immediately on 0371 3118 1772 and we will arrange for {{U}} {{U}} 10 {{/U}} {{/U}}its return or replacement. All prices and promotional offers are valid until {{U}} {{U}} 11 {{/U}} {{/U}}30th September. Since the stock of some popular commodities is not large {{U}} {{U}} 12 {{/U}} {{/U}}enough so please not hesitate and order from us without any delay.

填空题those industries to implement their decisions. They also decide who will get the bread and where the cars that are produced. Individuals cannot own factors of production nor even employ other workers for wages. The WHAT, HOW, and FOR WHOM outcomes are all directed by the central government.

填空题BUSINESS SCHOOLS HAVE THE EDGE Business schools are facing increasing competition from other providers of management training such as consultancies. The key to their future success as manager-trainers lies in the quality both of their research and of their partnership with the business world. In the most general sense, being a good manager is a matter of being marginally better than and different from your competitors. (0) H These are the elements which make the difference between a successful and a less successful manager. This marginal edge may be based on talent, flair or natural leadership. (9) And this is where business schools come into their own. The education of managers should include on-the-job training, workshops, conferences and training courses. (10) Traditionally, business schools have three major differentiating characteristics. First, they offer a complete package ranging from basic to very sophisticated training. Next, they enable managers to benefit from the research they carry out. (11) In contrast to other providers of management education, business schools often offer a complete portfolio of educational programmes. MBA programmes exist alongside general management programmes, as well as specialized programmes for experienced managers. For the business school, this has the advantage that teachers can use the information they get from one programme to cross-fertilize with their teaching on another. (12) This in turn offers substantial advantages to the companies concerned. It means that managers and executives at different levels of the organization can be confronted with the same concepts, expressed in the same language. In this way, a close partnership with a business school enables a company to create some coherence between the education and the development of its different management levels. People in the company will communicate more effctively because they use the same terminology. (13) In short, thanks to contact with the business school, more people within the same company will be embracing similar ideas. Obviously, the value of these concepts to the company increases if they are state-of-the-art concepts. (14) Only then can the company genuinely improve its management practice and competitive performance. Working with a business school is for many companies a privileged method of accessing the latest management thinking, before it is published in trade journals or popular books. A Different departments will be able to discuss internal issues with a considerable amount of mutual understanding. B Yet good management is also essential to the competitive performance of companies. C And no less important, they are able to preserve an independent outlook towards the world of business. D However, acquired knowledge of management can also provide this decisive advantage. E For them in fact to be so, a business school's teaching must be supported by first-class research. F Thus insights gained from top executives might impact positively on what they cover in a graduate programme. G Business schools have a special role to fulfill in the delivery of this portfolio. H He or she needs to be a little faster, able to spot opportunities earlier and react more quickly.

填空题BPART ONE/B·Look at the sentences below and five paragraphs.·Which view (A, B, C, D or E) does each statement 1 - 8 refer to?·For each sentence 1-8, mark one letter (A, B, C, D or E)on your Answer Sheet.·You will need to use some of these letters more than once. BAThe Speech of the Paper Presenters/BThe presentation of academic papers is the most fundamental form of communication at international academic conferences and the core activity of a simulated international academic conference as well. Well require that, on the platform, the students should be able to adjust themselves to the. optimal state, control their voice, volume, speed and intonation, adapt themselves to the situation and ex- press themselves freely. Skills of opening are introduced to them such as direct opening, thanking and praising, background introduction, and humorous expressions, in order to attract attention. They are also taught the approaches to logical development, topic shitting illustrating facts, displaying concrete examples, emphasizing key points, dealing with long sentences, repairing slip of the tongue, etc.BBOn-the-spot Preparations /BOn-the-spot preparations relatively simple, which mainly refers to the arrangement of the conference room one or two hours before the conference, including hanging the logo, posting the papers (or abstracts), preparing drinks (for the breaks), adjusting the projector, arranging the seats of the guests, ensuring the recording and photographing, etc.BCCanberra/BCanberra, with a population of 286,000, is the regional capital of the Australinal Capital Territory (A. C. T.). The A.C.T was created especially as home for the national capital in 1911 to prevent jealousy between the various states (former colonies) of the country. It is located in south-east Australia and surrounded on all sides by New South Wales (originally the prison colony established by the British in 1788). All the major government administrative offices, the Australian National University, and the national museums are sited in Canberra. About 60% of the work force is employed by the government, with a small electronics industry providing most of the other jobs available. Originally a small town, the purpose-built capital shows urban planning at its best, with elegant public buildings and landscapes gardens.BDAlgarve/BWhatever kind of holiday you want, you'll find it in the Algarve, the garden coast of Portugal. But what the Algarve does, and better than most places, is the villa holiday. With your chosen companions-there are villas catering for from four to eight people - you for a package that includes transfers from Faro Airport to the villa, a fully-stocked fridge on arrival, maid service, arid a fabulous villa with its own swimming pool are feeling really lazy, or simply want to try Portuguese cuisine without the worry of which restaurant to choose, a cook. The best villas are usually those located on a hillside overlooking the sea, although there are some very attractive ones that are almost on the beach.BE/BThe ideal size for a team is between 5 and 8 members. Larger that this and agreements are more difficult to reach. Each member of the team must have a clear picture of the goals of that particular team and be committed to, and responsible for, the other members of his or her team. it is essential that teams should act together and develop the team 'spirit' rather than working individually. Training should take place together, along with group discussions, debate and decision-making based on the various situations that team is being trained to respond to.

填空题Recruitment is faster than other advertising sectors in terms of exploiting creative potential.

填空题carry

填空题turnover. What's more, the company is still recovering from the sudden

填空题The Development of the Shoe Industry From 1900 until 1940s, approximately 400 shoe manufacturers were operating in New England; by 1985, only 10 percent remained. Despite the market pressures, Murrayhill remained profitable and had even diversified its distribution channels by establishing direct mail cataloging in the late 1970s. Murrayhill survived by producing a premium-quality product that was difficult to duplicate and that appealed to a narrow market segment willing to pay high prices for Murrayhill quality. As fashion became a more important component of men's shoe purchasing behavior and casual styles became more popular, the company broadened its product line to include several fashionable and light-weight styles that retained the famous Murrayhill quality. (9) In 1985, the men's premium shoe market was considered to include brands with a price range of $ 75 or higher. Murrayhill, Inc. Hohnston & Murphy, E.T. Wright & Company, Alien Edmonds, and Florsheim were the major domestic manufacturers producing premium shoes. Measuring market share within the industry was difficult because so many of the manufacturers were private companies, like Murrayhill. (10) Alien Edmonds, headquartered in Wisconsin, relied primarily on nonproprietary retail outlets for its distribution. Its advertising was sizable, with expenditures in $1 million to $2 million range. (11) .Alien Edmonds also operated a small direct mail catalog business, the majority of whose costs were handled by Edmonds's retail accounts. E.T. Wright & Company, headquartered in Massachusetts, operated an extensive direct mail business and, like Murrayhill, relied on non-proprietary distribution. (12) Florsheim's product line covered several price points, including those in the premium market. Florsheim was, by far, the strongest competitor, with an estimated market share of 18 percent and both non-proprietary retail distribution channels. Hanover, a medium priced shoe manufacturer, also was noted for its direct distribution system. (13) .Imports accounted for a 50 percent share of the total men's shoe market. Bally, the strongest competitor, was the leading imported brand in this market before 1975 and maintained a market share of close to 25 percent at that time. By 1985, other imported brands included Baker Benjes, Cole Ham, Ferragamo, Bruno Magli, and Church's. (14) .Most of the imported brands were lighter in weight and designed to appeal to more fashion-conscious consumers. A The continued labor intensity of shoe manufacturing made the industry vulnerable to lowe-priced imports. B In addition, these companies were not always in direct competition because distribution channels differed. C Despite the market pressures, Murrayhill remained profitable and had even diversified its distribution channels by establishing direct mail cataloging in the late 1970s. D Johnston & Murrayhill, on the other hand, operated proprietary retail outlets and experimented in the mail order business for both men's and ladies' premium shoes. E Most of this was spent promoting brand name awareness to consumers. F The company owned over 100 proprietary retail stores, operated a successful mail order business, and produced private label footwear for J.C. Penney&Sears, Roebuck department stores. G The imported products differed from the domestic premium brands, however. H Nonetheless, Murrayhill faced several strong domestic competitors and unrelenting price competition from imports.

填空题CUSTOMER SERVICE 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 resulting 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 yet 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.

填空题An insurance p______ is a contract taken out to protect someone against risks.

填空题Can you send me details of the range of goods available? He wondered ______

填空题· As you listen, for questions 1-12, complete the notes, using up to three words or a number. Expanding Distribution Channels 1. Retail and ______ is one kind of distribution channels. 2. Many retailers are constantly targeting on ______. 3. Better pricing and ______ can offset cost and turn a tidy profit. 4. The wholesalers buy ______ and often have transportation networks in place. 5. Attending ______ related to your product category helps to find reps for wholesalers. Direct Distribution 6. Direct mail pieces include flyers, postcards, brochures and ______. 7. Internet sales are booming because more users gaining ______ Internet access. 8. eBay and Amazon provide quick self-signup options and ______ are not necessary. Global Distribution 9. China, India and the ______ have nearly 45 percent of world population combined. 10. Patience and dedication are needed to solve ______. 11. One can find help through international ______ and trade partners. 12. On the website export, gov one can find resources which support ______.