Brand+Power+&+Global+Brands及答案解析.doc

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1、Brand+Power+Global+Brands及答案解析(总分：87.00，做题时间：90 分钟)一、BPart Reading(总题数：1，分数：18.00)BText A/BBBackground Information/BBrand Power is a single-score measure of the size and quality (familiarity and favorability) of a companys reputation. Its a measure of brand equity presented in both historical and co

2、mpetitive context. More and more Chinese companies, having won their spurs in their domestic market, are starting to explore new horizons through globalization. In the process, they face strategic and operational challenges centered around one central question: How should they make the leap from bei

3、ng successful Chinese enterprises to becoming excellent global ones?BChinese Sports Brands/BFrom Jelena Jankovic to pole vault queen Yelena Isinbayeva and NBA courts across America, Chinese sports brands are shrugging their shoulders at the global economic downturn and signing high-profile pacts wit

4、h elite stars and franchises to make their presence felt in the world market.Local brand Anta was the first to make a major move this year by signing former world No 1 Jankovic during Januarys Australian Open. Although the cost of the agreement was not disclosed, Anta is believed to have lured the S

5、erb away from Reebok with a multi-million dollar three-year deal.（分数：18.00）(1). Match the word with the appropriate meaning.（分数：1.00）填空项 1:_(2).bold（分数：1.00）填空项 1:_(3).endorsement（分数：1.00）填空项 1:_(4).launch（分数：1.00）填空项 1:_(5).deal（分数：1.00）填空项 1:_(6).outlet（分数：1.00）填空项 1:_(7).disclose（分数：1.00）(8). Tru

6、e or False.Local brand Anta was the first to make a major move by signing former world No. l Jankovic during Januarys Australian Open.（分数：1.00）A.正确B.错误(9).LiNing is not the only local sportswear company enjoying brisk business.（分数：1.00）A.正确B.错误(10).Peak began sponsoring NBA games in 2005 and later c

7、ontracted Yaoming as spokespeople.（分数：1.00）A.正确B.错误(11).Hisense is the biggest electronics firm in China.（分数：1.00）A.正确B.错误(12).Signing Jankovic is for the domestic market of Anta Company.（分数：1.00）A.正确B.错误(13). Multiple Choices.Chinese sports brands are shrugging their shoulders at the global economi

8、c downturn. That means _.（分数：1.00）A.Chinese sports brands dont believe the global economic downturnB.Chinese sports brands dont fear the global economic downturnC.Chinese sports brands show disrespectful to the global economic downturnD.Chinese sports brands are happy to face the global economic dow

9、nturn(14).Which of the following is not true according to the passage?（分数：1.00）填空项 1:_(15).Li Ning signing a crop of NBA stars including _. A. Shaquille ONeal（分数：1.00）填空项 1:_(16).Companies may retreat from _ and focus more on elite stars.（分数：1.00）A.aiding the dropout financiallyB.sponsoring small sp

10、orts eventsC.advertising on newspaperD.setting up a welfare fund(17).Antas plans for global expansion would be tempered by the _.（分数：1.00）A.domestic marketB.abroad marketC.Chinese PoliciesD.economic situation(18). Answer the questions. 18. Why do the sportswear companies in China sponsor so many eli

11、te sportsmen in the world? 19. Can you list some other cases about the global brands power? 20. Does the economic crisis have impact on these sportswear companies? Talk about your idea.（分数：1.00）填空项 1:_二、BText B/B(总题数：1，分数：29.00)BBackground Information/BPublic relations (PR)is the practice of managin

12、g the flow of information between an organization and its public. Public relations gain an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment. Because public relations place exposure in credible third-party outlets

13、, it offers a third-party legitimacy that advertising does not have. Common activities include speaking at conferences, working with the press, and employee communication.PR can be used to build rapport with employees, customers, investors, voters, or the general public. Almost any organization that

14、 has a stake in how it is portrayed in the public arena employs some level of public relations. A number of specialties exist within the field of public relations, such as Analyst Relations, Media Relations, Investor Relations or Labor Relations.BPublic Relations/BA company does not function in a va

15、cuum, but rather as part of a society. That society consists of the people who work for it, the people and companies that do business with it, the public at large, and the government that regulates and taxes it. These groups are known as a companys “publics.“ In order for a company to deal with thes

16、e publics effectively, a relationship of trust must exist. Employees will not cooperate with or put forth their best efforts for a company that they do not trust or that they feel is taking advantage of them. The public will not buy products or services from a company that, in their view, is not res

17、ponsible or trustworthy. And the government, as the protector of the society it governs, is especially vigilant in dealing with a company that it regards as not operating in the public interest. Given these circumstances, every business, whether it is a giant corporation or a small factory, a five-s

18、tar hotel or a roadside tavern, needs to give some thought to the relationship it has with all the various publics it interacts with. The techniques that a company uses to improve these relationships are known as “public relations“, also called PR.The goal of public relations is usually to improve t

19、he climate or atmosphere in which a company operates. Here are some results a company might expect from a successful public relations campaign: Its products and services are better known. Its relationship with employees has improved. Its public reputation has improved.A successful public relations c

20、ampaign can get people to do something that will help a company, stop them from doing something that might hurt it, or at least allow the company to proceed with a course of action without criticism. “An organization with good public relations has a favorable image or reputation, perhaps as a result

21、 of public relations activities.“ Says Richard Weiner, a noted and award-winning public relations counselor. In developing and implementing public relations plans, companies often use a simple five-step process: research or fact-finding, planning, action, communication, and evaluation.A classic exam

22、ple of public relations at work is McDonalds. It has always been important to McDonalds to be known as a company that values cleanliness. Indeed, founder Ray Kroc emphasized cleanliness along with quality, service, and value as being the four most important things in any McDonalds operation. For tha

23、t reason, Kroc instructed the first McDonalds franchisees to pick up all litter within a two block radius of their stores, whether it was McDonalds litter or not. The company also did many other things to help protect the environment. In 1990, it announced a program called McRecycle in which McDonal

24、ds committed itself to buy $100 million in recycled materials for use in building and remodeling its restaurants. It is important to understand the role public relations has played in all the companys decisions. McDonalds has always been socially responsible and extremely concerned about its image.

25、These two facts are part and parcel of its public relationships. To McDonalds, public relationships activities go much deeper than simply sending out press releases and having corporate officers serve on various charitable boards. The company understands that real public relations means taking signi

26、ficant action first, then announcing them to the public. Without the first step, the second would be meaningless. Many companies do not understand this basic principle: If you want to make news, you must first do something newsworthy. BExercises/B（分数：29.00）(1). Match the word with the appropriate me

27、aning.（分数：1.00）填空项 1:_(2).giant（分数：1.00）填空项 1:_(3).proceed（分数：1.00）填空项 1:_(4).instruct（分数：1.00）填空项 1:_(5).meaningless（分数：1.00）填空项 1:_(6).principle（分数：1.00）填空项 1:_(7).meaningless（分数：1.00）(8). True or False.A company is just like a society.（分数：1.00）A.正确B.错误(9).Employees will cooperate with a company t

28、hat they trust or that they feel is not taking advantage of them.（分数：1.00）A.正确B.错误(10).Even if a successful public relations campaign can not get people to do something that will help a company, or stop them from doing something that might hurt it.（分数：1.00）A.正确B.错误(11).Quality, service, cleanliness

29、and value are regarded as being the four most important things in any McDonalds operation.（分数：1.00）A.正确B.错误(12).Real public relations means taking significant action first, then announcing them to the public.（分数：1.00）A.正确B.错误(13). Multiple Choices.According to the passage, a companys publics refer t

30、o _.（分数：1.00）A.people in a societyB.employees and employers within a companyC.people and organization in and outside a companyD.the company and the government(14).A good public relationship is based on _.（分数：1.00）A.mutual understandingB.mutual familiarityC.mutual attractionD.mutual trust(15).The aim

31、 of public relations is to _.（分数：1.00）A.improve a companys operating environmentB.make a companys products known to the publicC.make a companys name known to the publicD.establish a good relationship with employees(16).The passage tells us that a good reputation of a company mostly comes from _.（分数：

32、1.00）A.its high quality productsB.the fame of its executivesC.its public relation activitiesD.its relationship with the government(17).According to the text, how many steps are usually adopted to implement public relations plans?（分数：1.00）A.Three.B.Five.C.Eight.D.Not mentioned.(18).Which of the follo

33、wing can be inferred from the passage?（分数：1.00）A.Public relations first, business second.B.Actions speak louder than words.C.It is easier said than done.D.One should seek truth from facts.(19). Answer the questions. 19. Why is public relations important in regulating a company? 20. What is the goal

34、of public relations? 21. Can you describe the public relations in McDonald?（分数：1.00）填空项 1:_(20). Questions 22-31. Read the article below about Frito-Lay. For each question 22-31, write one word in CAPITAL LETTERS on your Answer Sheet. Just five one-hundredths of an inch thick, light golden in color

35、and with a perfect “saddle curl,“ the Lays potato chip seems an unlikely weapon for global domination. But its maker. Frito-Lay thinks otherwise. “Potato chips are a snack food U(22) /U the world,“ said Salman Amin, the companys head of global marketing. Amin believes there is no comer of the world

36、that can resist the charms U(23) /U a Frito-Lay potato chip. Frito-Lay is the biggest snack maker in America, owned U(24) /U PepsiCo. And accounts U(25) /U over half of the parent Companys 3 billion annual profits. But the U.S. snack food market is largely saturated, and to grow, the company has to

37、look overseas. Its strategy rests U(26) /U two beliefs: first a global product offers economies of scale with U(27) /U local brands cannot compete. And second, consumers in the 21 st century are drawn to “global“ as a concept. “Global“ does not mean products that are consciously identified as Americ

38、an, but ones than consumes-especially young people-see as part of a modem, innovative(创新的)world in which people are linked U(28) /U cultures by shared beliefs and tastes. Potato chips are an American invention, but most Chinese, for U(29) /U, do not know than Frito-Lay is an American company. Instea

39、d, Riskey, the companys research and development head, would hope they associate the brand U(30) /U the new world of global communications and business. With brand perception a crucial factor, Riskey ordered a redesign of the Frito-Lay logo(标识). The logo, along U(31) /U the companys long-held market

40、ing image of the “irresistibility“ of its chips, would help facilitate the companys global expansion.（分数：1.00）填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_三、BPart Writing(总题数：1，分数：5.00)1.BMinutes/B Minutes serve as a written record of a meeting, which is circulated to all pe

41、ople who were (or should have been)at the meeting. In the case of people who were absent from the meeting, the minutes tell them what was decided in their absence. Minutes are not just a repetition of what was said in a meeting. Minutes must reflect the significance of different speakers contributio

42、ns in the meeting. Therefore, the minute-taker must understand not only what the speaker said, but also what they meant. . Components of minutes 1. The name of the organization 2. The place, date, and time of the meeting 3. The name of the person presiding 4. A record of attendance (for small meetin

43、gs, a list of those present or absent; for large meetings, the number of members in attendance) 5. An account of all reports, motions, or resolutions made ( including all necessary details and the results of votes taken) 6. Sometimes the date, time and place of the next meeting 7. The time of adjour

44、nment . Steps for minutes taking and writing 1. 听 2. 做好笔记 3. 撰写会议记录 听懂会上的发言是做好会议记录的必要条件。因此，开会时要选一个最佳的位置，听清每个人的发言会上你不可能要求他们重复，所以你只须一次机会。平时要多练习在嘈杂的环境中听正常语速的英语(例如收听电台广播)，这样有助于应付会议。 做笔记是会议记录的第二步。懂速记有助于做好仁义笔记，然而笔记却又不同于速记。速记的目的是尽可能把发言全部记下来，而笔记则是要抓住发言的中心思想。因此，速成记并非是做会议记录的理想方法，最好是自己摸索出一套方法。使用缩写和句子缩写以及符号，是三种

45、常见的做笔记的方法。 (1) Common symbols for minutes taking i.e. that is(即) e.g. for example (例如) approx. approximately (大约) b/w between (在之间) 1st, 2nd,3rd,etc. first, second, third, etc. (第一、第二、第三、等等) i/e import-export (进出口) o/d overdue (过期) sig. significant (有意义的) Q1,Q2,Q3,Q4 first, second, third, fourth qua

46、rter of the year (第一、二、三、四季度) b4 before (在之前) bt but (但是) (2) 使用缩写 词尾元音缩写 例: popn = population relatns = relations feasiblty = feasibility 句子缩写 省略那不增加句子的实质性内容、只起建立句子的语法构架的虚词，如 be动词，作助动词用的 have, has, had, 冠词 a, an, the。 (3) 使用符号 使用符号也是笔记中常用的方法，用于不同内容之间的关系。例如，等号(=)表示 equals, is,意思是“即，是”；不等号()表示 not eq

47、ual to,意思是 “不是、不等于“;向右的箭头()表示 leads to, results in,意思是“导致某一结果”；向左的箭头()表示 the result of, due to，意思是“由于，因为”；向下的箭头( （分数：5.00）_四、BPart Listenin(总题数：3，分数：12.00)BPart One/BQuestions 1-12You will hear three telephone conversations or messages. Write one or two words or a number in the numbered spaces on the notes or forms below.BConversation One/B(Questions 1-4)Look at the form below.You wi