英语泛读期末试卷A卷.doc

课 程 英语泛读 考试形式 闭卷（90)分钟
考试日期 阅卷教师 得 分
班 级 姓 名 学 号
I. Words translation（10％)
1) English-Chinese（5％)
1。bilingual___________________ 2.heritage_________________
3。multicultural_______________ 4。terminal_________________
5.hierarchical________________ 6。prototype________________
7。directory___________________ 8。expertise________________
9.recruitment_________________ 10。category________________
2) Chinese-English(5％）
1.子公司_____________________ 2职业辅导制度_______________
3．洞察力，见识______________ 4.扫描仪_____________________
5.陈词滥调___________________ 6.按具体要求改造_____________
7.应用;运用_________________ 8。资格，条件_________________
9.好客_______________________ 10.分配，指派________________
II．Vocabulary check(15％）
Part 1
Fill in the blanks with the words or phrases given below。 Change the form where necessary。
Appetite for adjacent expertise recreation qualification
Exceed commitment steer clear of dilemma derive
1. The results of the competition_____ our expectations.
2. Our company has a _____ to quality and customer service。
3. Her speech _____ controversial issues.
4. What he said places me in something of a(n） _____.
5. Medically， we will _____ great benefit from this technique。
6. The public’s _____ celebrity gossip seems insatiable.
7. They live in the house _____ to the supermarket。
8. Customers will be impressed by the _____ of our well—trained employees.
9. His only _____ are drinking beer and watching football.
10. Applicants should have an EFL _____ and a year's teaching experience。
Part 2
Complete the following sentences with the words formed by ‘flu'， ‘fic’， ‘di’， ‘pos’, ‘ver'， ‘part’, ‘ceed’, ‘ven', ‘punct’,
1。Some politicians fear the agreeing to the concession would set a dangerous p_____(先例;惯例).
2。 The army will have to i_____（干涉） to prevent further fight。
3。 P_____（守时） is a good habit and a nice virtue； we should pay much attention to it and make much effort to cultivate this good habit.
4. The Prime Minister is to meet his European c_____（同行) to discuss the war against drugs.
5。 The company is planning to d_____（扩大业务范围) into other mining activities.
6。 Your idea at least d_____(应付；解决；处理) of the immediate problem。
7. The exhibition was only a p_____(部分的） success.
8. We’ve seen our house d_____(降低） greatly in value over the last six months due to the recession.
9。 The money is not s_____(足够的） to cover everything that needs doing.
10. The land is a_____（丰富的) in natural resources。
Part 3
Match each word on the left column with its synonym on the right。
A B
1. reputation A. overstate
2。 inhibit B. restrain
3. speculation C. humorous
4。 variable D. delicate
5。 conventional E。 fame
6. exaggerate F. consideration
7。 comic G。 astonishing
8。 provoke H. traditional
9. exquisite I。 changeable
10。 breathtaking J. arouse
III. Long Sentences Comprehension(10％）
1. Whatever the reasons， it may be fairly stated that the Englishman has developed many attitudes and habits which distinguish him from other nationalities。
2. To have loyal customers means to be a business person that your customers can rely on for consistency of products and adherence to the promised schedule.
3. One good way to boost your gusto（热情） is by reading about successful people， it will help you realize that you too can make it happen。
IV。 Practical Reading （5％）
PDSA Cycle
The Plan—Do-Study—Act Cycle describes the activities a company needs to perform in order to incorporate continuous improvement in its operation. This cycle is also referred to as the Shewhart Cycle or the Deming Cycle。 The circular nature of this cycle shows that continuous improvement is a never-ending process。
Read the figures and the description carefully， and decide whether the following statements are True or False.
Plan
Do
Study
Act

The specific steps in the cycle:
· Plan The first step in the PDSA cycle is to plan。 Managers must evaluate the current process and make plans based on any problems they find。 They need to document all current procedures， collect data, and identify problems。 This information should then be studied and used to develop a plan for improvement as well as specific measures to evaluate performance。
· Do The next step in the cycle is implementing the plan。 During the implementation process managers should document all changes made and collect data for evaluation.
· Study The third step is to study the data collected in the previous phase. The data are evaluated to see whether the plan is achieving the goals established in the plan phase。
· Act The last phase of the cycle is to act on the basis of the results of the first three phases。 The best way to accomplish this is to communicate the results to other members in the company and then implement the new procedure if it has been successful。 Note that this is a cycle; the next step is to plan again。 After we have acted， wee need to continue evaluating the process and repeat the cycle again.

1. PDCA stands for Plan-Do—Check ACT.
2. The plan is designed to solve the problems manager find。
3. The last phase of the cycle is to act on the basis of the results of the previous phase。
4. The circular nature of the PDCA Cycle shows that continuous improvement is a never—ending process。
5. Act is the last step of the Cycle, and it’s also the first step of the next round.
V. Reading Comprehension（60%)
Passage One
Almost nobody, not even the giant western carmakers that have been dreaming about China for two decades, was prepared for today’s boom。 Through the 1980s and 1990s, China disappointed。 Carmakers came， made losses, argued with their Chinese partners, lamented（痛惜） the leakage of their technologies and often left again。 In the late 1990s, several started making good profits – notably Volkswagen， the market leader. Now， suddenly, demand seems to have no ceiling。 Las year， sales of saloons rose by over half， to more than 1 million and they are estimated to rise by another 20% this year。
This makes China by far the most dynamic spot on the world maps of multinational carmakers. Ford, a latecomer which opened its first car factory in China in January， says that it expects China to become a larger market than Germany and perhaps even Japan in the next three to five years. For Volkswagen， whose joint ventures still dominate even though their market share has fallen from 55％ to 41％ in the past two years， China is already the biggest market outside Germany， its home。
Anxious not to miss the boom, most big carmakers have recently made or upped（提高） their commitments to China。 In a single three-month period last year, Toyota, Hyundai and Nissan announced investments of $3.4 billion in total to build factories that will， collectively， build 2 million cars by 2010。 Volkswagen， GM， Kia and DaimlerChrysler are all expanding or adding factories.
These investments are different from those in other manufacturing industries. The car industry is capital—intensive, not labor-intensive， so carmakers are not expanding in China primarily to benefit from its cheap workers. Only Honda has said that it intends to use its Chinese joint venture for exports. Instead, foreigners are coming to be close to Chinese consumers.
Until last year， most car sales still went to fleets， such as taxi firms and governments。 Now individuals are the main buyers. China’s average annual income per head is ＄1，000 and ring。 Over 300 million of its 1。3 billion people earn more than $2，000。 But measured by the benchmark（基准) of purchasing—power parity（平等）， China’s income per head is $5,500, around the level at which consumption of cars has taken off(迅速流行) else where。 And in China， where fewer than 2% of urban residents have cars， this take—off phase could last a while ——- in Germany and America， by comparison， about half the population now owns a car.
The government is doing its bit to help. It will reduce transaction and consumption taxes this year. In line with its commitments to the World Trade Organization, it will keep lowering import tariffs and raising quotas。 It will also make car ownership more useful by adding about 3，000 km（1,900 miles ) of expressways a year to the existing network of 30,000km。 City governments， meanwhile will provide more parking space —-- Beijing， for instance, now has parking slots for only 12％ of the city's cars. The central bank also appears likely to ease regulations for the finance arms of western car firms。 China’s state banks are competing hard to extend car loans。
1. How many cars are estimated to be sold this year according to the passage?
A. 1 million B。 1。2 million C. 2 million D。 3。4 million
2。 Its stated in the passage that a car industry is different from others in that _____ .
A. it is capital—intensive
B。 it is labor-intensive
C。 it involves high technology
D. it needs government support
3. The word “fleets” in paragraph 5 means _____.
A. organizations
B。 groups of ships sailing together
C. ditches
D。 vehicles operating together under the same ownership
4. It can be inferred that when their annual income per capital reaches _____， people will consider car purchasing.
A. ＄1,000
B。 ＄2,000
C。 ＄4，000
D. $5,500
5。 _____ is not included in the Chinese government’s plans to encourage car ownership。
A. Bringing down tax rates
B。 Improving road condition
C. Opening more schools for driving—learners
D. Facilitating bank loans
Passage Two
Product positioning is the art of tailoring the image and presentation of a product or service to appeal to selected market segment.
At its best， product positioning enables marketers to draw a direct link between an existing product attribute and a specific customer need. Rather than a crafting general appeal highlighting a new car’s innovative engineering， for example， product positioning enables marketers to pitch（定标准） the car’s fuel efficiency as a hook to attract suburban workers looking to cut their gas expenses。
Product positioning is closely related to market segmentation, a process in which potential customers are divided into smaller groups based on demographic and psychographic characteristics.
Although product positioning strategies have existed for decades， the proper positioning of a product is now considered essential for marketing success。 In today’s diverse market place, multiple advertising messages are often required to appeal to potential customers with dissimilar needs and requirements.
Marketing and advertising strategies have changed dramatically in the past few decades。 Today’s mixture of alternate life—styles makes mass marketing substantially less attractive。 Ordinary advertising geared to(适合) the typical or average consumer is no longer considered effective for most products。 A product must be positioned to appeal to distinct segments of the populations. The twentieth century has witnessed abundant cases of how companies increase sales by targeting specific subsets（分组） of the overall market. The beginnings of this sweeping change could be observed in the middle of the 1960s： this sweeping change could be observed in the middle of the 1960s:
“Buick makes all kinds of cars because there
are all kinds of people in this world。”
（1965 Buick）
The trend accelerated so that the target market concept was embedded(嵌入） directly in advertising by the end of the 1980s:
“A car designed for one driver in a thousand"
(1989 Nissan Z）
Effective product positioning reduces the costs of ineffective marketing and advertising。 Product positioning, however， cannot be justified on the basis of cost reduction alone。 Numerous marketing appeals using diverse media will increase expenditures. Additional product features that appeal to individual subgroups will create additional cost associated with research, production， marketing， advertising， distribution inventory. The justification for product positioning is remaining competitive in an increasingly complex marketing environment。
A few decades ago， popular magazines such as “Life”, “Look"， “Colliers” and “The Saturday Evening Post" were geared to mass market audiences。 Today, over 10，000 magazines are in print。 Most of these magazines have a specialized， targeted audience。
Television has experienced the same fragmentation（分裂） of its viewership. Three networks once dominated the choice of television programs。 Today, cable and satellite services provide hundreds of alternatives for advertising messages。 The ratings for secondary networks and cable programs may be lower， but these alternative choices tend to deliver audiences with more cohesive demographic and psychographic characteristics.
Whatever the product or service, an appropriate media outlet geared for that audience is probably available.
1. According to passage, _____ is essential for marketing success.
A. proper product positioning
B. accurate market segmentation
C. adequate advertising exposure
D. sufficient promotion effort
2. The definition of _____ can be found in the passage。
A. product positioning strategies
B. potential customers
C. market segmentation
D. customer need
3. Why is mass marketing less attractive nowadays？
A. Ordinary advertising is not appealing at all.
B. There are various life—styles。
C. A product must be positioned to appeal to different groups of customers。
D. Market segmentation has been rooted since 1980’s。
4. A significant difference between magazines in the 1960’s and those of today is that _____.
A. the circulation has increased over past few decades
B. there’s a greater variety now
C. magazines in the past were printed for mass market audiences while now they aim at targeted audience
D. there are more advertisements than before
5. Why is product positioning so important in marketing process?
A. Because it will not create additional cost。
B. Because it's been changing dramatically in the past few decades.
C. Because it can reduce the costs of ineffective marketing and advertising。
D. Because it effectively associates an existing product feature with a certain customer need.
Passage Three
E—commerce is a potential gold mine for women in developing counties, but to seize those opportunities women will first have to overcome obstacles of education, infrastructure and finance says a new UNCTAD report released today. And while they are already tapping into(利用；开发) the growing demand for outsourcing（外购） in services， they tend to be at the low end of the skills and salary spectrum and risk being left behind by new technologies if they， and their government, do not prepare now.
Self—employed women in the developing world, be they micro—entrepreneurs or women working from home， are increasingly turning to e-commerce and the Inte