问答题{{B}}PARTTWO{{/B}}·YouworkforDCF,whichmanufacturesavarietyofelectricgoodsincludingTVsets.Youareresponsibleforproductdevelopment.·ReadthefollowingtableshowingtheresultsofasurveyofTVsets.Theyareratedfrom*(POOR)to*****(EXCELLENT).ColumnAshowstheratingsforyourcompany'sproduct.ColumnBshowstheratingsfortheproductsofHDE,yourmaincompetitor.·Usetheinformationinthetabletowriteashortreport(about120-140words)recommendingwaysofimprovingthequalityandmarketingofyourcompany'smodel.

问答题A: Our boss has decided to conduct a customers" satisfaction survey about our service to better grasp the reaction of the market, and it is our responsibility to make a good questionnaire for the survey. Have you got any ideas? B: Well, we must make sure what kinds of questions will appear on the survey at first. As a company providing consulting service, our staff"s attitude will directly influence customers" impression about our company, so we should ask how customers feel about our consultants. A: What is of equal importance is the value of our professional suggestions; we should also ask our customers whether they are satisfied with the service we provided or not. B: And what about the charges? We should also know whether customers think our service deserves the money they paid. A: Then we should consider how to conduct this survey; I suggest we apply different methods for customers of different levels. B: That sounds quite reasonable. In my opinion, we will just send SMS for the general customers, that is, who use our service less than 5 times. Then for the special clients who use our service more than 10 times but less than 20, we will send e-mails. Finally for our VIPs who have used our consulting service more than 20 times, it would be better if we pay personal visits. A: OK, Let"s get started as soon as possible.

问答题Experience is essential for this job. YOU ______

问答题J.I.T. stands for 'Just in Time'. 2.Capital tied up in stored materials is wasted 3.Only a large company has enough influence and muscle to introduce J.I.T. 4.The J.I.T. philosophy was 'discovered' in the USA by Japanese engineers. 5.Workers are laid off when there are no orders to fill. 6.Some products take weeks or months to manufacture - you can't apply J.I.T. methods to such products. 7.In manufacturing, materials account for about 60% of the running costs. 8.Employees must be fully informed of how the system works if they are to be required to use this technology. 9.Training and maintenance can be carried out if there are no orders. 10 Workers have to be trained to operate many different machines. 11 In bad times, suppliers have to suffer and lose money. 12 Suppliers and customers have to co-operate very closely.

问答题Darwin's Theories Applied to Marketing Why are General Motors and Ford in trouble? Why did Delta, Northwest, US Airways and United Airlines go bankrupt? Why were C2 and Pepsi Edge such notable failures? One answer might be "divergence." Over time, every category breaks up into multiple categories, creating chaos for companies that try to keep their brands in the mainstream of the market. Charles Darwin called divergence the driving force that creates hardy new species. His theory can as easily be applied to marketing as biology. Charles Darwin Divergence is the least understood, most powerful force in the universe. In his book The Origin of Species, Charles Darwin called divergence the driving force that creates a new species. In our book The Origin of Brands, we use Darwin's concept to describe the process that takes place to create a new category. What starts off as a single category (the mainframe computer, for example) winds up as multiple categories—mainframes, mid-range, desktops, laptops, handhelds, servers, etc. Each of these developing categories represents an opportunity to build a new brand. Digital, Compaq, Dell and Palm, for example. There are two forces at work in nature, according to Darwin. One is a gradual change from an ancestral to a current condition. (A process biologists call "anagenesis".) Divergence The other is divergence, a splitting of the ancestral tree to create new branches. (Biologists call this "cladogenesis".) Anagenesis produces strawberries the size of plums. It just won't turn a strawberry into a plum. It takes cladogenesis or divergence to do that. Darwin called the first force "natural selection", or the survival of the fittest. The competition between individuals improves the species. Two hundred years ago, the average American adult male was 5 feet 7 inches tall. Today the average American adult male is 5 feet 9 inches tall. That's evolution at work. The second force of nature is the principle of "divergence". Random changes or mutations create an incipient new species and then the competition between species drives them apart. First Portable Computer The first portable computer, introduced in 1982 by Compaq Computer, weighed 18 pounds. Essentially a slimmed-down desktop with a handle, the product was called a "luggable" computer by many users. Compare today's desktop with today's portable computer (now called a laptop.) On my desk is a Dell computer (29 pounds), a Sony monitor (17 pounds) and a Microsoft keyboard and mouse (3.5 pounds). Total weight: 49.5 pounds. On the road, however, I carry a Toshiba Protege, which weighs just 4.5 pounds. No longer can you put a handle on a desktop computer and call it a "portable". The portable or laptop computer has diverged from the desktop computer. The process never stops. Today the laptop category is in the process of dividing into full-featured machines that weigh 6 to 8 pounds and ultralight machines that weigh 3 pounds to 4 pounds. If you're in the laptop computer business, your instincts might lead you in the opposite direction. If you think of "the" customer as a single identity, you might try to satisfy the customer's every wish. Compromise Brands As a result, you might decide that your laptop computer needs to be a compromise. As full featured as possible and as light as possible. In other words, you would put your product right in the middle of the market where there is no market. In Darwin's words, "nature favors the extremes" The "sweet spot" of a market is an illusion that soon gives way to multiple sweet spots. So which spot do you want your brand to occupy? Darwin writes about a human example of the pressure that nature exerts on species to diverge. "As with mariners shipwrecked near a coast, it would have been better for the good swimmers if they had been able to swim still further, whereas it would have been better for the bad swimmers if they had not been able to swim at all and had stuck to the wreck." If sailors were a species, given enough time and enough shipwrecks, there would eventually be two species of sailors: swimmers and non-swimmers. Again, the mushy middle is the place to avoid. Wal-Mart vs. Saks Look at department stores. Wal-Mart and Target are doing well at the low end and Saks Fifth Avenue, Neiman Marcus and Nordstrom are doing well at the high end. It's Sears and JC Penney that are caught in the mushy middle. In groceries, Wal-Mart has become the leading chain at the low end while Whole Foods is rolling along at the high end. It's the supermarket chains in the middle that are having problems. Kroger, the largest pure grocery chain, lost ＄100 million last year while Whole Foods made ＄137 million. In automobiles, low-priced brands like Hyundai, Mazda and Kia are doing great and so are high-priced brands like Lexus, Mercedes-Benz and BMW. General Motors and Ford with their mid-priced brands are slowly getting crushed. (Hyundai, Mazda and Kia sold 838, 405 vehicles in the U. S. last year.) In air travel, no-frills airlines like Southwest, Airtran and JetBlue are flying high along with NetJets and the corporate jet market at the high end. It's the traditional airlines like American, United and Delta that are suffering in the mushy middle. Coke's C2 Disaster In carbonated beverages, Coca-Cola (150 calories) and Diet Coke (0 calories) are big successes while its half-and-half brand, C2 (75 calories), has gone nowhere. If you want your company to live a long and happy life, it's not enough to "evolve" your brands to keep up with competition. You also need to look for opportunities to launch new brands to take advantage of diverging categories. Toyota responded to the pressure to diverge by introducing Lexus, a high-end brand which has become the biggest-selling luxury car in America. Dell is doing the same thing. An enormous success at the low end of the computer market, Dell just announced its XPS brand, a line of desktop and laptop computers to be marketed as luxury models. In the world of business, you need to practice divergence as well as evolution.

问答题A. WHAT IS IMPORTANT WHEN OVERCOMING CULTURAL BARRIER? · AVOIDING ETHNOCENTRISM · DEVELOPING TOLERANCE · MOVING BEYOND STEREOTYPESB. WHAT IS IMPORTANT WHEN LAUNCHING A NEW PRODUCT? · MARKET RESEARCH · ADVERTISING STRATEGIES · PACKAGE DESIGNINGC. WHAT MAKES A GOOD TEAM? · THE MEMBERS WORK TOWARDS A COMMON OBJECTIVE. · THE MEMBERS TRUST EACH OTHER. · WHEN PEOPLE ARE UNDER PRESSURE, OTHERS OFFER HELP.

问答题Practise preparing short talks on the topics below and on the next page.Task Sheet One

问答题Cutting Departmental Costs Costs involved in running your department have risen sharply, you have been asked to consider how these costs could be reduced. Discuss, and decide together: ·What reasons there might be for the sudden increase ·How staff can be encouraged to help reduce costs Follow-on questions ·Who should take responsibility for controlling costs in a department? ( why?) ·Which are the areas which are usually most cost-intensive within a department? (why?) ·Should each area in a company be self-sufficient financially? (why?/why not?) ·Is the current attitude that the costs likely to continue to increase on a world-wide scale? (why?/why not?)

问答题ListentothebroadcastaboutthesuccessoftheSwatch.Decidewhetherthesestatementsaretrue(√)orfalse(×).1.Swissluxurywatchmanufacturersweredoingbadlyinthe1980s.2.ElectronicdigitalwatcheswereinventedinSwitzerland.3.ThefirstdigitalwatchesweremanufacturedintheFarEast.4.Accordingtomarketresearchconsumerspreferredanaloguewatches.5.ETAdevelopedthetechnologytomakequartzanaloguewatches.6.ETA'snewproductwouldbeeasytorepair.7.Swatcheswouldbefashionitems,nottimepieces.8.In1985ETAspent$30milliononadvertisingintheUSA.9.ETApromotedSwatchesbysponsoringsports.10ThereweremanykindsofSwatches:someeventastedofstrawberries.11Itwasn'tpossibleforcustomerstobuyaSwatchatadiscount.12ETAdidn'tproduceasmanySwatchesascustomerswanted.

问答题How often do you go to cinema?

问答题On the way to my host's house I stopped buy / buying / to buy some flowers.

问答题I'm sure this machine is going to run reliably for a long time. Oh no ______ -______

问答题PARTONE·YouareaCFO(ChiefFinancialOfficer)foramultinationalcompany.Youhavebeenaskedtogotoaseniorstaffmeetingatyourcompany'sheadofficeinNewYorktomakeakeynotespeechonmanagementaccounting.Youcannotgo,butyouhavepreparedapresentationforthemeeting.·WriteanemailtoMaryKing,whoisorganisingthemeeting:·apologisingfornotbeingabletogotothemeeting,·explainingwhyyoucannotgo,·sayingwhatyouproposetodo.·Write40-50words.·Writeontheoppositepage.

问答题 THE CCOPERATIVE BANK Do you object to countries that deny people their human rights? Help cut off the money supply from oppressive regimes Countries that deny their citizens human rights have to get their money from somewhere if they are to survive. But deprive them of the ability to borrow, attract international investment or process cash and they simply cannot function. Because the hard fact is that money really does make the world go round. And stopping the money from getting to these types of countries can help exert pressure for change. Which is why the Co-operative Bank has taken a stand. We now refuse to invest in such regimes. With the Co-operative Bank you know you won't be supporting them The Co-operative Bank believes a financial institution should do more than simply express concern about such countries. We believe we should actively support those involved in combating these unacceptable regimes. Which is why our Ethical Policy clearly states that we will not invest in any country that oppresses, tortures or takes away human rights, nor will we finance the manufacture of weapons for such regimes. And that's why all our customers know their money is not being used to back them. Who we are- and what we stand for The Co-operative Bank has always stood for socially responsible values since it was first formed in the early days of co-operation back in the 1870's. Our Ethical Policy was formally announced in 1992, but this was simply following our Bank's traditional outlook and values first established over 100 years ago. In addition to refusing investment in oppressive regimes, it also makes clear: · we will not finance companies that needlessly damage the environment · we will not invest in businesses involved in animal experimentation for cosmetic purposes · we will not support any organisation involved in blood sports or companies using exploitative factory farming methods · we will not provide financial services to tobacco product manufacturers · we will not use our finances to speculate against the pound · we will actively seek out individuals, commercial enterprises and non- commercial organisations who have a complementary ethical stance. Where your bank can really make a difference Switching your current account to the the Co-operative Bank is simple. And it won't just give you the security of knowing exactly where your money goes. It will give us the support to challenge many accepted - but unacceptable - financial practices for the first time and exert a real pressure for change. Time to stand up and be counted The Co-operative Bank believes it's time to take a stand. We're making our ethical stance clear. We're making our principles plain. If you would like to do the same, simply return this request form or phone us on 0800 828 000 to find out what you could gain by banking with us.

问答题For two candidates {{B}}No-Smoking Policy{{/B}} Your company is considering introducing a No-Smoking policy. You have been asked to give your opinions on this policy. Discuss the situation together, and decide: ·What are the advantages and disadvantages ot having a Non-Smoking policy in a company ·How the company could deal with any objections from staff who are smokers For three candidates {{B}}No-Smoking Policy{{/B}} Your company is considering introducing a No-Smoking policy. You have been asked to give your opinions on this policy. Discuss the situation together, and decide: ·What are the advantages and disadvantages ot having a Non-Smoking policy in a company ·How the company could deal with any objections from staff who are smokers ·What would be the main staff's reaction

问答题·YouworkforaEuropeanbeveragedealer.Thefollowingtableshowstheconsumptionoffourtypesofsoftdrinksoverthepast].5years,revealingthecurrenttrendofthedrinkindustryinyourcountry.·Usingallyourhandwrittennotes,writeashortreport,emphasizingthemainbusinesschangesforyourcompany.·Write120-140words.

问答题·Yourcompanyrequiresataxifirmthatcoulduseonaregularbasisforstaffandclients.Yoursecretaryhasselectedtwoadvertisementsfromthelocalnewspaper.·Lookattheadvertisementsbelow,onwhichyouhavealreadymadesomehandwrittennotes.·Then,usingallyournotes.Writeaproposalforyourlinemanager,sayingwhichfirmyouthinkyourcompanyshoulduse.·Write120-140words.