Investing Your company wants to make some investments. You have been asked to submit ideas on how to invest. Discuss, and decide together:?Which guidelines of investment you should follow?What field you can invest in

In this part of the test，you are given a discussion topic．You have 30 seconds to look at the task prompt，an example of which is below，and then about three minutes to discuss the topic with your partner．After that，the examiner will ask you more questions related to the topic．1. Your company has found that ineffective time management is one of the major problem areas throughout the workforce．You have been asked to put forwardsome suggestions for improving the situation． Discuss，and decide together： ?why poor time management can become a major problem in companies ?what procedures could be adopted to ensure that time is managed effectively． ?why poor time management can become a major problem in company When time is not well planned within a company， they usually do not allocate blocks of time to specified tasks．They do not have a definite idea of when they should complete a certain task．Poor time management could due to the simple fact that they often neglect the ordering of priorities and task is treated on an equal basis，even if it is a very urgent task． ?what procedures could be adopted to ensure that time is managed effectively First．we should make a11 the staff members realize how important effective time management is to our company．Another thing we can do is to make all the managers，or even every staff member，come up with a job description of their own．In this way，they can be pretty sure about what they are responsible for and what they are not．The top managers of our company should come up with a set of rules as to what kind of jobs should be given priority to．

Practise discussing this task, and the questions which follow it, with a partner:STAFF TRAINING REVIEWThe organisation you work for plans to review the training it currently provides for staff and to make improvements. You are part of the team that has been appointed to contribute to the review.Discuss, and decide together:? how to evaluate the training currently provided? how to set about meeting training needsFollow-up questions:? Do you think all members of a company should receive training?? Are there types of training which are not appropriate for a company to provide for staff?? What training would you most like to receive?? How can the effectiveness of training be measured?? Do you think the kinds of training that companies provide will change in the future?

In this part of the test, you are asked to give a short talk on a business topic. You have to choose one of the topics from the three below and then talk for about one minute. You have one minute to prepare your ideas. A Time management: the importance of punctuality in all aspects of work B Personal management: how to manage employees effectively C Customer relations: how to set up an effective customer services system

In this part of the test, you are given a discussion topic. You have 30 seconds to look at the task prompt, an example of which is below, and then about three minutes to discuss the topic with your partner. After that, the examiner will ask you more questions related to the topic. For two candidates Educational Sponsorship The company you work for is considering funding a regional educational project for 16-to-18-year-old students interested in following a business course. You have been asked to makerecommendations for this scheme. Discuss and decide together: ?how the project could be used to promote the name of the company ?how to monitor the progress and outcomes of the project. For three candidates Educational Sponsorship The company you work for is considering funding a regional educational project for 16-to-18-year-old students interested in following a business course. You have been asked to makerecommendations for this scheme. Discuss and decide together: ?how the project could be used to promote the name of the company ?what the long-term aims of the project might be ?how to monitor the progress and outcomes of the project.

In this part of the test, you are given a discussion topic. You have 30 seconds to look at the task prompt, an example of which is below, and then about three minutes to discuss the topic with your partner. After that, the examiner will ask you more questions related to the topic. Your organization is about to create a benefit to help employees who are caring for elderly parents. You have been asked to submit ideas on exactly how to help these employees. Discuss and decide together: ?what benefit your organization could offer to employees who are caring for elderly parents ?what these employees should not expect the organization would do for them

阅读理解In an uncertain economic environment, top management will be interested in asset management and flow management. (0) . They can represent over 50 percent of manufactures'' total asset, and more than 80 percent of wholesalers'' and retailers'' total assets. When top management mandates a reduction in accounts receivable and/or inventories, its objective is to improve cash flow and reduce the company''s investment in assets. (9). But reduction in the terms of sale, or even enforcement of the stated terms of sale, in effect changes tile price component of the firm''s marketing mix. (10). The arbitrary reduction of accounts receivable and/or inventories in the absence of technological change or changes in the logistics system can have a devastating impact on corporate profit performance. (11). First, the change alters the manufacturer''s price and therefore the competitive position of its products, which may lead to decreased sales. Second, it further complicates the cash flow problems of the manufacturer''s customers. Forcing faster payment of invoices causes channel members to improve their cash flow by reducing their inventories of the manufacturer''s products. (12). This situation may also result in stock-out of the manufacturer''s products as the wholesale or retail level of the channel, further reducing sales volume. Similarly, a manufacturer''s policy of arbitrarily reducing inventory level to increase inventory sums, in the absence of a system change, may escalate transportation costs and/or production setup costs as the logistics system scrambles to achieve the specified customer service levels with lower inventories (assuming the company was efficiently and effectively distributing products prior to the policy change). (13). In this case, customer service levels would be eroded, and a decrease in market share might result. (14). A. However, if management concentrates on system changes that improve logistics efficiency and/or effectiveness, it may be able to satisfy all of the firm''s objectives. B. Usually, management assumes that revenues and other costs will remain the same. C. They do so by placing smaller, more frequent orders, which may increase total logistics cost for both the manufacturer and its customers. D. In either set of circumstances, the increased cost of transportation and/or production or the lost sales contribution could far exceed the savings in inventory carrying cost. E. If a manufacturer changes its terms of sale, for example, the effect on wholesalers and retailers will be twofold. F. In addition, simply reducing the level of inventory can significantly increase the cost of logistics if current inventories have been set at a level that allows the firm to achieve least total cost logistics for a desired level of customer service. G. Alternatively, pressure to reduce expenses may preclude the use of premium transportation or increased production setups to achieve the desired customer service levels with smaller inventory. H. The two most common strategies used to improve cash flow and return on assets are: (l) reducing accounts receivable and (2) reducing the investment in inventory, as inventories and accounts receivable are a major portion of corporate assets. EXAMPLE：The correct answer for blank (0) is [H].

阅读理解Advertising in the United States is successful under the following circumstances: first, when it creates a favorable company image; second, when it relies on scientific research for an accurate evaluation of trends, fashions, needs, attitudes, and motivation; third, systematically applies the findings of research in solving its problems; (0) . (9). In the competitive world of American business, a positive company image is essential to a company''s survival and growth. Any adverse publicity could destroy the image, thereby causing a "recession" in the company''s ability to sell its product, keep the value of its stocks high, and maintain a healthy state of company morale. Furthermore, the self-images projected to the consumer are one of the essential techniques for pulling people into the commercial, of getting them involved with the situation and consequently with the product. (10). The composite American, as projected in TV and radio commercials, might be pieced together somewhat as follows: always eating, troubled with insomnia, constantly worried, extremely clean, fond of fun and luxury, wholesome, highly individualistic, looking for the easiest and quickest way of doing everything, and searching for reality—even if it''s only a real cigarette. Successful advertising appeals more to emotion than to reason. Research shows that data from surveys may be inaccurate because people frequently do not give reasoned answers to questions, but answers that convey a good impression to the researcher. (11). Reasoning power is called into play only when people have to give themselves a solid excuse for buying something that appeals to them emotionally. Since a major part of advertising is aimed at the emotions, there is some concern that through exploitation of the emotions by advertisers, Americans will become less rational and less independent in their ability to make decisions. However, recent research indicates that people''s ability to reason is not adversely affected by advertising because too few advertising messages really get through to them. (12). If a company''s drive for successful advertising disregards ethical practices, the public must rely on various agencies to discipline the offender with the threat of damaging its image. On the other hand, advertisers have found it advantageous to enrich our leisure hours by providing great entertainment, often unavailable otherwise. (13) What does it mean? It means that we associate the brand name, the trademark, or the slogan with the entertainment. It means that the company has won our favor and that, in all probability, we will buy that company''s products and/or invest in its stocks. (14). Therefore, every step in the advertising process is aimed at stimulating Americans to work harder, to train longer, and to earn more in order to acquire a generous share of the material conveniences and luxuries that the giants of industry have been able to produce. A. Effective advertising is a powerful image-builder. B. As a result of all this image-making activity, the advertiser arrives at a composite of all the images projected, a national image with which the majority of consumers can identify. C. People watch the commercial and listen to the sales message, but often pay little attention to what is going. D. People always pay little attention to commercials, because they are so money-oriented. E. We hum the tunes, recount the tales, and laugh at the comic situations brought to us by the advertiser. F. It was the motivation analysts who found that companies must sell emotional security first and foremost. G. Fourth, avoids exposing the sponsor to charges of unethical practices. H. Ultimately, the American dream of everlasting affluence depends for its fulfillment on the advertiser''s continued success in keeping people amused, dissatisfied with what they already have, and eager for more and more and still more of the good things. EXAMPLE：The correct answer for blank (0) is [G].

阅读理解(0) studies which have examined the business consequences of implementing family-friendly employment policies have found benefits in doing so. Others have tried to determine whether employees have a voice (31) work-life issues, and how instrumental it might be in establishing family-friendly employment policies. Employees appear (32) have a voice of some kind in larger organizations. It tends (33) be collective, and expressed through trade unions or staff associations. Smaller enterprises typically lack collective means of expression, though there can be direct communication (34) individual employees and their employers over flexible working. Some studies have reported individuals negotiating informal arrangements (35) their managers in small and medium-sized enterprises to suit their individual circumstances, but not all employees have a powerful enough voice to achieve this. Family-friendly policies appear to be more widespread and deeply embedded (36) enterprises which recognize unions, though this association does not imply that unions have a more effective voice. Various studies have confirmed the low-key role of trade unions. Consultation even with and among line managers also appears to be rather restricted, (37) the possible exception of health services, (38) there is an organisational cultural tradition of consultation. However, the major factor influencing employers (39) implement or extend family-friendly policies appears not to be collective or individual employee pressures, (40) labour-market conditions backed by minimal statutory requirements. EXAMPLE：The correct answer for blank (0) is “ SOME”.

阅读理解Cooperative cooperation. Competitive cooperation. Confused? Airline alliances have travelers scratching their heads over what''s going on in the skies. Some folks view alliances as a blessing to travelers, offering seamless travel, reduced fares and enhanced frequent-flyer benefits. Others see a conspiracy of big business, causing decreased competition, increased fares and fewer choices. Whatever your opinion, there''s no escaping airline alliances: the marketing hype is unrelenting, with each of the two mega-groupings, Oneworld and Star Alliance, promoting itself as the best choice for all travelers. And, even if you turn away from their ads, chances are they will figure in any of your travel plans. By the end of the year, Oneworld and Star Alliance will between them control more than 40% of the traffic in the sky. Some pundits predict that figure will be more like 75% in 10 years. But why, after years of often ferocious competition, have airlines decided to band together? Let''s just say the timing is mutually convenient. North American airlines, have exhausted all means of earning customer loyalty at home, have been looking for ways to reach out to foreign flyers. Asian carriers are still hurting from the region-wide economic downturn that began two years ago-just when some of the airlines were taking delivery of new aircraft. Alliances also allow carriers to cut costs and increase profits by pooling manpower resources on the ground and code-sharing—the practice of two partners selling tickets and operating only one aircraft. So alliances are terrific for airlines—but are they good for the passenger? Absolutely, say the airlines: think of the lounges, the joint FFP (frequent flyer program) benefits, the round-the-world fares, and the global service networks. Then there''s the promise of "seamless" travel: the ability to, say, travel from Singapore to Rome to New York, all on one ticket, without having to wait hours for connections or worry about your bags. Sounds Utopian? Peter Buecking, Cathay Pacific''s director of sales and marketing, thinks that seamless travel is still evolving. "It''s fair to say that these links are only in their infancy. The key to seamlessness rests in infrastructure and information sharing. We''re working on this." Henry Ma, spokesperson for Star Alliance in Hong Kong, lists some of the other benefits for consumers. "Global travelers have an easier time making connections and planning their itineraries." Ma claims alliances also assure passengers consistent service standards. Critics of alliances say the much-touted benefits to the consumer are mostly pie in the sky, that alliances are all about reducing costs for the airlines, rationalizing services and running joint marketing programs. It is believed that alliances will ultimately result in decreased flight choices and increased costs for consumers. Instead of two airlines competing and each operating a flight on the same route at 70% capacity, the allied pair will share the route and run one full flight. Since fewer seats will be available, passengers will be obliged to pay more for tickets. Those who''ve already made the elite grade in the FFP of a major airline stand to benefit the most when it joins an alliance: then they enjoy the FFP perks and advantages on any and all of the member carriers. For those who haven''t made the top grade in any FFP, alliances might be a way of simplifying the earning of frequent flyer miles. For example, I belong to United Airline''s Mileage Plus and generally fly less than 25, 000 miles a year. But I earn miles with every flight I take on Star Alliance member—All Nippon Airways and Thai Airways. If you fly less than I do, you might be smarter to stay out of the FFP game altogether. Hunt for bargains when booking flights and you might be able to save enough to take that extra trip anyway. The only real benefit infrequent flyers can draw from an alliance is an inexpensive round-the-world fare. The bottom line: for all the marketing hype, alliances aren''t all things to all people—but everybody can get some benefit out of them.

阅读理解Internalization and Globalization One of the most important considerations in the implementation of strategy is the extent to which the organization''s activities are spread across geographical regions. (0) . Merchants traveled the known world to sell products manufactured in their home country and to return with products from other countries. Initially, international business simply took the form of exporting and importing. (9). Globalization, on the other hand, is more than simply internationalization. (10). In order for a business to become global in its operations, we would usually expect a number of important characteristics to be in place. First, global organizations take advantage of the increasing trend towards a convergence of customer needs and wants across international borders. Second, global organizations compete in industries that are globalized. (11). Third, global organizations can and do locate their value-adding activities in those places in the world where the greatest competitive advantages can be made. (12). (13). The mentality of home base, ''foreign interests'' that has been so prevalent among traditional multinational companies is eroded in the culture of global businesses. (14). The development of an organization''s global strategy, therefore, will be concerned with global competences, global marketing and global configuration and coordination of its value-adding activities. A. This might mean, for example, shifting production to a low-cost region or moving design to a country with skilled labor in the key skill cultural differences. B. In some sectors, successful competition necessitates a presence in almost every part of the world in order to effectively compete in its global market. C. Finally, global organizations are able to integrate and coordinate their international activities between countries. D. Finally, global organizations can cooperate with each other very well and can exchange their information in time. E. They have learned to effectively manage and control the various parts of the business cross national borders and despite local area. F. A large multinational company is not necessarily a global business. G. The term international describes any business that carries out some of its activities across national boundaries. H. Some businesses are entirely domestically based, others operate in many countries and yet others in almost all the regions of the world. EXAMPLE：The correct answer for blank (0) is [H].

阅读理解There are examples of (0) can be done by the retailer within his store, but perhaps the biggest opportunity for cost-reduction stems (31) cooperation between manufacturer and distributor in analyzing the total costs involved in moving the product from the factory to the shopper''s basket. A helpful technique in this connection is the concept of "direct product profit" (32) is widely used in the United States. This is a technique for analyzing very precisely the costs and profits associated (33) each product line, with a view to isolating opportunities for cost reduction. For example, the in-store handling costs for particular item may be reduced (34) the manufacturer puts it in a large case or reduces the number of layers in the case. With the growing importance of prepackaging (35) for perishable items like meat and for non-food products, it is essential that the container should facilitate quick unloading and easy display. More obvious is the case for cooperation in reducing the costs of delivery and unloading? the night delivery experiment in Central London is an example of this. Many shops lack proper unloading facilities, often because the local authorities or private developers (36) built them were not aware of (37) was needed. Many retailers do not employ modern handling techniques. Some consumer goods manufacturers, (38) as Unilever, are playing a big part in streamlining the distribution system, simply because they are "market-oriented" companies which recognize the importance of low distribution costs. Even in Unilever, Lord Cole recalled the bad old days (39) distribution was looked upon as the least important of costs. The process of distribution will gradually be made less labor-intensive; the difficulty of finding additional labor, apart (40) its cost, is the major factor behind. EXAMPLE：The correct answer for blank (0) is “WHAT”.

阅读理解Personnel Management Personnel management is regarded as a profession. Many observers believe that the most important and pressing problems of future industrial societies will not be solely concerned with production or technical questions, but will be people-oriented and will involve a knowledge of social and behavioral sciences and of the personnel function." (0) . The role of personnel management has, of course changed over time. Originally it was used by management to obtain and maintain an effective work force only and the emphasis was on production and economic rewards. (9). This is now only one part of the function. Later it was realized that if worker needs could be understood and met, for example, security, achievement, and job satisfaction, then the organization itself could better achieve its maximization of goals such as profits. Recently added to this has been the social (community) responsibility of the organization. (10). Personnel management is about people. The management of people is an integral part of the organization and of the process of management itself. (11). Personnel management is not something that is only carried out by the personnel department; it is an organization-wide activity. All levels of management are engaged in managing personnel. (12). They are involved in working in co-operation with the personnel department and its staff in such areas as recruitment, training, appraisal, counseling safety and health and job-design. Personnel management in its broadest sense involves all matters in an organization regarding people decisions. (13). The first is that of human relations, in which such matters as individual motivation, leadership, and group relationships and behavior are covered. The second is the field of organization theory, which considers job design, managerial spans of control, the flow of work through the organization, and so forth. The third consists of the specific kinds of decision areas for which the personnel manager or personnel department is directly responsible for acquisition, development, rewarding, and maintenance of human resources. The broad definition of personnel management illustrates that the scope of personnel management pervades the organization. Every person in an organization is involved with personnel decision. (14). Similarly, non-managerial employees will be exposed to performance appraisals, selection interviews when hired, and so on. A. It is through people that organizations accomplish their goals? thus the management of people is a vital aspect of an organization''s functioning. B. Later there was a move towards a welfare oriented personnel function such as benefits and health. C. This broad view focuses attention on three distinct but interrelated topics. D. Thus personnel management may now be involved in certain community activities, in equal opportunity employment in developing policies, for example, in employing racial minorities of physically handicapped people and in seeking to provide and maintain a climate in which individual and organization goals are achieved. E. Line managers of other departments e.g. marketing and production of various departments of sections in the public service and public agencies e.g. Telecom all have personnel / human resource management duties. F. Personnel managers didn''t see a need to make sure that their employees were comfortable in the work environment and ensure all their needs were being met. G. For example, all managers in any organization will need to know how to train their employees, appraise their performance, and so forth. H. Personnel management is now often called human resources management (HRM). EXAMPLE：The correct answer for blank (0) is [H].

阅读理解Accounting is the process of systematically collecting, analyzing, and reporting financial information. (0) . A private accountant is employed by a specific organization to operate its accounting system and to interpret accounting information. A public accountant performs these functions for various individuals, or firms, on a professional-fee basis. (9). The accounting process is based on the accounting equation: Assets=liabilities+owners'' equity. (10). There are five steps in the accounting process: l)Source documents are analyzed to determine which accounts they affect. 2) Each transaction is recorded in a journal. 3)Each journal entry is posted in the appropriate general ledger accounts. 4)At the end of each accounting period, a trial balance is prepared to make sure that the accounting equation is in balance at the end of the period. 5)Financial Statements are prepared from the trial balance. (11). A new accounting cycle is then begun for the next accounting period. The balance sheet, or statement of financial position, is a summary of a firm''s assets, liabilities, and owners'' equity accounts at a particular time. (12) . On the balance sheet, assets are categorized as current (convertible to cash in a year or less), fixed( to be used or held for more than one year) ,or intangible( valuable solely because of the rights or advantages they confer). (13). For a sole proprietorship or partnership, owner''s equity is reported by the owner''s name in the last section of the balance sheet. For a corporation, the value of common stock, preferred stock, and retained earnings is reported in the owners'' equity section. An income statement is a summary of a firm''s financial operations during a specified accounting period. (14). Operating expenses are then deducted to compute net income from operations. Finally, non-operating expenses and income taxes are deducted to obtain the firm''s net income after taxes. The information contained in these two financial statements becomes more meaningful when it is compared with corresponding information for previous years, for competitors, and for the industry in which the firm operates. A. On the income statement, the company''s gloss profit on sales is computed by subtracting the cost of goods sold from net sales. B. These ratios provide a picture of the firm''s profitability, its short-term financial position, its activity in the area of accounts receivable and inventory, and its long-term debt financing. C. Similarly, current liabilities are those that are to be repaid in one year or less, and long-term liabilities are debts that will not be repaid for at least one year. D. Double-entry bookkeeping ensures that the balance shown by the equation is maintained. E. This statement must demonstrate that the equation is in balance. F. Accounting information is used primarily by management, but it is also demanded by creditors suppliers, stockholders, and government agencies. G. Once statements are prepared, the books are closed. H. Bookkeeping is essentially record-keeping which is part of the overall accounting process. EXAMPLE：The correct answer for blank (0) is [H].

阅读理解The UK diversity management literature has tended to focus on its implementation in the public sector rather than in the commercial sector. Hicks-Clarke and Iles''s work considers the links between gender diversity and organizational performance in both retailing and the National Health Service but found that survey analysis was not the most appropriate way of exploring diversity climates in the retail company. Initially, the study developed from an approach from the UK high-street operation which was seeking to create more innovative HR practices to support a marketing strategy of appealing to a more diverse customer base. The decision to participate in the study suggests that not only are diversity issues growing in significance for UK retailers but, arguably, point to an absence of guidance on how to achieve diversity management in practice. The retailer had three distinct businesses: the UK high street, its online business and the US retailing chain. The online business, selling products through its website and other interactive channels, employed approximately 100 people all centrally located in one UK premises. In contrast, the UK high street and US businesses were much larger and more widely dispersed. Both businesses had similar structures (head office, regional level and store level) and relied on formal documents to disseminate company policies. The UK high-street business had approximately 530 stores and 17, 000 staff, and has occupied a dominant position in UK retailing since its inception more than 200 years ago. Established in 1985, the US business employed 3, 600 staff and had a total of 570 stores in airports and hotels, predominately in North America. A case study approach was selected as the most likely means of gathering insights into understanding the concept of diversity management and how managers applied this in their working environments. Over 12 months, 40 semi-structured interviews were conducted with individuals holding managerial responsibilities in the UK business operations and with a small number of senior HR specialists from the relevant head office who were the architects of the equality and diversity policies and procedures. The majority of the samples were store managers but a number had wider regional or general managerial roles and not only had a responsibility for diversity issues but also experienced these as employees. Although an important consideration was the diversity of respondents, and every effort was made to ensure that they reflected a wide range of visible characteristics, the main priority of the study was to obtain the views of those staff with an organizational responsibility for the interpretation and application of equality and diversity policies. This meant that the diversity of the sample was constrained by the composition of the population in such roles. The result was a sample that was 70 percent female and 30 percent male, with an age composition ranging from mid-twenties to late fifties, although the majority were in their thirties or earlier forties. There was only one non-white manager in the UK sample, and one with a visible physical disability. It was difficult to select respondents on the grounds of their non-visible diversity, such as religion and sexuality, as these differences were not made known unless during the interview the respondent provided the information that they were, for example, Christian. The large numbers employed in the UK high street and US businesses, combined with the fluid nature of job roles in the online business, meant that snowball sampling was employed to select interviewees. This technique relies on respondents to identify other suitable people to interview. It is recognized that such an approach could have resulted in some bias in the selection of respondents. To try to minimize this, the list of interviewees and their roles were verified with the HR function both before and after the interviews took place as well as being checked against the documented organizational structures. In addition, each respondent was asked about their job role and supervisory responsibilities, their previous experience and working environment. During the interviews individuals were each asked to comment on a couple of scenarios describing employment situations where people could be treated either the same (an equal opportunities approach) or differently (a managing diversity approach). For example, one scenario related to an organizational benefits scheme where respondents were asked to consider the advantages and disadvantages of providing benefits for specific groups of employees, such as working parents, or for all employees, such as reduced rates for membership of a local gym. Providing an example of how these might operate in practice was intended to assist the interviewee to reflect more easily on the different approaches that could be taken to equality issues.

阅读理解COCA-COLA AND ITS ADVERTISING John S. Pemberton invented Coca-Cola in 1886. His partner suggested running an advertising (0) the drink in the Atlanta Journal that very year. In 1888, Asa Candler bought the Coca-Cola business and decided to make the product known (31) signs, calendars and clocks. The company began to build its global network. When Robert Woodruff was elected president of the company in 1923, he succeeded (32) transforming Coca-Cola (33) a truly international product by setting (34) a foreign department, which exported Coca-Cola to the Olympic Games in Amsterdam in 1928. During World War II, he promised to bring Coca-Cola (35) every soldier in every part of the world. Coca-Cola''s advertising has always attempted (36) reflect changing contemporary lifestyles. Creating an international advertising campaign requires the talents (37) professionals in many areas, and extensive testing and research are always done (38) deciding which advertisements will finally be used. Celebrity endorsements have featured heavily-Cary Grant, Ray Charles and Whitney Houston are just three of the big name stars who have agreed to appear (39) Coca-Cola commercials. After launching Diet Coke in 1982, the company saw its sales grow quickly. The drink is now the third most popular (40) the world. EXAMPLE：The correct answer for blank (0) is “FOR”.

阅读理解TRAINING ACROSS CULTURES Cultural differences are an important factor when it comes to how and what managers should learn and from whom. Different cultural responses (0) management education are particularly revealing. Training (31) makes extensive use of case studies, business games, and management exercises such as role-plays, favors learning by doing rather than learning by lecture and reading. It indicated a preference (32) experiential or active learning rather than cognitive or reflective learning. It also reflects an inductive rather than deductive approach; cases or exercises are used to arrive at general principles or theories (the Anglo-Saxon approach) rather than starting with a theory or framework, (33) is then applied to a given situation (the approach in many countries in Europe). As a result, European managers may not always see the point of (34) of these exercises, and some complain (35) seminars conducted by US trainers are not sufficiently serious or theoretical. US managers, on the other hand, want training to be more concrete, practical and fun. With each culture favoring different training and development practices, it may be difficult to integrate (36) into a coherent or consistent policy within an international organization. However, standardizing training methods may be important if the company needs to communicate specialized knowledge quickly (37) different units, (38) if the special quality of the company training programmes is regarded as a major source of attracting new recruits. On the (39) hand, multinational companies may have a lot to gain from cross-fertilizing different approaches, and providing opportunities (40) training and development that appeal to people with different abilities, learning styles, educational backgrounds, and, of course, cultures. In fact, working with groups of managers from different countries often requires a mixed pedagogical approach, as well as the use of trainers or different nationalities. EXAMPLE：The correct answer for blank (0) is “ TO ”.

阅读理解SMALL HIGH-TECH FIRMS The problems of small high-tech firms have attracted a lot of attention recently. Research shows that many of these firms are built (0) talented, creative scientists. Their owners have no trouble coming (31) with innovative products but they often can''t build on their early success. One reason (32) this is that they don''t have much management expertise. Therefore, they are unable (33) develop the strategies which are necessary for their company''s growth. They are (34) a rush to develop products, and don''t think enough (35) how to market them. When they do try to sell their products, they spend too much time trying to gain the trust of potential customers. Another mistake they make is to underprice their products so that they have no finance (36) future development. Once the firms begin to grow, their owners underestimate the future costs of developing and marketing new products. Lack (37) financial planning is a major weakness of such companies. It is difficult for the high-tech firm to attract the right personnel because it cannot offer the same job security (38) a large organization. The high tech firm can get round some of these problems by developing a specialist image. It can aim (39) a particular segment of the market. Customers then start seeking (40) the firm, so its marketing costs are reduced. The only drawback is that it may take some time before customers accept the firm''s new technology. Enthusiasm, bright ideas, venture capital and technology are not enough to ensure success. Basic management skills—especially financial and marketing ones—are also vital. EXAMPLE：The correct answer for blank (0) is “BY”.

阅读理解INTERNET: A COST-EFFECTIVE WAY TO PROMOTE BUSINESS The Internet is changing the way people shop and purchase goods. It has created a new market (0) great opportunities for people running a small home-business and gives them a big advantage over the typical retail establishment. Before, if a customer wanted to buy a stereo for example, they had to jump into their car, go to a (31) stores to see who has the best price, deal with the traffic and wait in long lines, then make the purchase. With the Internet, (32) is done right from the comfort of the consumer''s home. They simply point & click. There is (33) limit to the amount of business that a web merchant can bring in from on-line sales and it can be done right from your home. You are not limited to state or national boundaries. The whole world is your customer base! Compared to say a local flower shop (34) is limited to only the customers within that general area. The World Wide Web has created an avenue for individuals to set up shop and generate high profits (35) the expensive overhead costs of a brick and mortar storefront. It has given an opportunity for small businesses to give the appearance of a large, well-established company, which puts (36) on a level playing field to compete (37) the larger companies. It is a low-maintenance low-cost form of advertising your products and services. To get set up with your own on-line store is extremely easy and inexpensive. In fact, it''s the most cost-effective way to reach many thousands of buyers (38) the globe. Having a website is a must for (39) company doing business today to remain competitive and offer convenience to (40) customers. If you don''t have a website, chances are your competitors will, and they will make the sale. EXAMPLE：The correct answer for blank (0) is “WITH ”.

阅读理解Many management writers have discussed the idea of satisfying customers'' needs and wants. (0) Despite the vast amount of information available on customers, finding out exactly what they require is a challenge that certain companies, such as Sainsbury''s and Marks and Spencer, have found extraordinarily difficult to meet. (9). In a report written by the research company Business Intelligence, 50 % of companies felt that their marketing communications were ineffective and 85% said that any attempt to gain customer loyalty failed. The two extremes of marketing can be summarized by looking at the difference between the East and the West. (10). Biros, socks, Light bulbs—if it can be made and distributed then there is a market. In the prosperous West, it is the other extreme. Such is the attraction of profit that the marketing specialists are competing with some incredibly sophisticated advertising for some rather simple products! (11). The Internet is also adding another dimension to the marketing process as is the growing resistance to subtle, clever advertising, which seems to have lost its edge in the marketplace. Out of this turmoil there has evolved another definition of marketing known as customer relationship marketing (CRM). Customers are much less loyal than they used to be and can afford to chop and change. (12). Microsoft did this by reorganizing the business around the customer, splitting itself into four new divisions which focus on the customer. (13). The call centers are likely to form the basis of the future of marketing, although there is little evidence that they will work. (14). A. The choice is seemingly endless, with a typical superstore stocking between 20,000 and 25,000 different lines totaling between two and four million products per store. B. In the spring of 1999,both companies announced heavy falls in profit largely due to their inability to listen to and respond to the customer. C. Consumers also dislike the synthesized voice which asks you to press certain numbers on the keypad, depending on the service required. D. Although there will always be a place and function for marketing, it is unclear whether the traditional product or brand manager will still have a job in the twenty-first century, having been replaced by customer relations managers on the end of a telephone. E. In Russia, if there is a queue, you are advised to join as it means a manufacturer has actually produced some thing, regardless of whether there is a specific need. F. Some companies now have customer call centers which are set up with the sole objective of handling complaint, inquiries and after sales service. G. It is estimated that winning over a new customer can cost up to five times as much as keeping a customer, so a new definition of marketing has evolved which is identifying, attracting and retaining the most valuable customers to sustain profitable growth. H. Although the two are different, companies spend billions of pounds on market research with a view to targeting the potential customer in a more precise way. EXAMPLE：The correct answer for blank (0) is [H].