Entering+a+Market+&+Global+Sourcing及答案解析.doc

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1、Entering+a+Market+&+Global+Sourcing及答案解析(总分：86.00，做题时间：90 分钟)一、BPart Reading (总题数：1，分数：18.00)BText A/BBBackground Information/BMarketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offeri

2、ngs that have value for customers, clients, partners, and society at large. The term developed from the original meaning which referred literally to going to market, as in shopping, or going to a market to buy or sell goods or services.Marketing practice tends to be seen as a creative industry, whic

3、h includes advertising, distribution and selling. It is also concerned with anticipating the customers future needs and wants, which are often discovered through market research. Seen from a systems point of view, sales process engineering views marketing as a set of processes that are interconnecte

4、d and interdependent with other functions, whose methods can be improved using a variety of relatively new approaches.To carry out the functions of marketing, the marketers must develop a comprehensive plan or strategy covering the following major areas, i.e., product, price, place and promotion, us

5、ually summarized as “the 4 Ps“ of marketing.BA Marketing Stunt Done Right/BOn April 1, 1996 a full page ad appeared in six major American newspapers(The Philadelphia Inquirer, New York Times, Washington Post, Chicago Tribune, Dallas Morning News, and USA Today)announcing that the fast food chain Tac

6、o Bell had purchased the Liberty Bell. The full text of the ad read:Taco Bell Buys The Liberty BellIn an effort to help the national debt, Taco Bell is pleased to announce that we have agreed to purchase the Liberty Bell, one of our countrys most historic treasures. It will now be called the “Taco L

7、iberty Bell“ and will still be accessible to the American public for viewing. While some may find this controversial, we hope our move will prompt other corporations to take similar action to do their part to reduce the countrys debt.In a separate press release, Taco Bell explained that the Liberty

8、Bell would divide its time between Philadelphia and the Taco Bell headquarters in Irvine. It compared the purchase to the adoption of highways by corporations. Taco Bell argued that it was simply “going one step further by purchasing one “of the countrys greatest historic treasures.“ The company boa

9、sted, “Taco Bells heritage and imagery have revolved around the symbolism of the bell. Now weve got the crown jewel of bells.“ResponseTaco Bells announcement generated an enormous response. Thousands of worried citizens called both Taco Bells headquarters and the National Park Service in Philadelphi

10、a to find out if the Bell had really been sold. Elaine Sevy, a Park Service spokeswoman, was quoted as saying, “We were shocked. We had no idea this was happening. We have just been getting hammered with phone calls from the public.“The Philadelphia branch of the National Park Service arranged a mid

11、morning news conference to assure the public that the Bell had not been sold. “The Liberty Bell is safe. Its not for sale,“ a spokeswoman announced.In fact, the Bell could not have been sold by the federal government, as the ad implied, because the federal government did not own the Bell. It was the

12、 property of the City of Philadelphia.At noon on April 1st, Taco Bell issued a second press release in which they confessed to the hoax, describing it as “The Best Joke of the Day.“ The company also announced that it would donate $50 000 for the upkeep of the Liberty Bell.Even the White House got in

13、 on the joke that same day when press secretary Mike Mercury told reporters that, as part of its ongoing privatization efforts “Well be doing a series of these. Ford Motor Co. is joining today in an effort to refurbish the Lincoln Memorial. It will be the Lincoln Mercury Memorial.“ControversySome of

14、 the people who called the Park Service or Taco Bell did not realize the announcement was a joke. However, there were many critics who did realize it was a joke, but nevertheless felt it was in bad taste.National Park Service Director Roger Kennedy described the ad as being “as false as it is cheesy

15、.“ The New York Daily News said it “fell flat as a dumbbell.“Law professor Ronald Collins questioned how far the advertising practices of corporations should be allowed to go: “They Taco Bell now have gotten themselves name recognition or association with a national symbol. Where do we draw the line

16、? If this is merely being playful, you have to wonder if next time, someone might do the same thing with a crucifix.“Taco Bell spokesman Jonathan Blum offered this defense of the hoax: “For those who didnt get the joke and care about the bell, just think about how much more recognition weve given it

17、 in this one day. Theres been a terrific response among people I talked to, and some of them even said, Hey, thanks for making me aware of how we need to take care of our monuments.“However, scholars have noted that there was nothing new about the Liberty Bell being used in advertising. Robey Callah

18、an has written, “its image can be found in advertisements for everything from insurance to butter, cosmetics to beer, sports apparel to board games.“Pulling Off the HoaxThe hoax was dreamed up by a team at Taco Bell that included Jonathan Blum, the Vice President of Public Affairs.In an interview wi

19、th the Philadelphia Inquirer, Blum claimed that pulling it off was not difficult. He said that the team began fine-tuning the idea and putting the ad together in mid-March.Fearing the hoax would be leaked, they instructed their ad agency, Paine & Associates, to send the ad to newspapers only two day

20、s before publication. Because Paine & Associates was a wellknown agency, this did not raise any red flags. Nor did the newspapers examine the ad once they received it.A spokesman for the Inquirer said that if they had seen the ad “it probably would not have run.“Free PublicityThe CEO of Taco Bell(le

21、ft)poses with an actor playing Benjamin Franklin next to a replica of the Liberty Bell.（分数：18.00）(1).I. Match the word with the appropriate meaning.（分数：1.00）填空项 1:_(2).controversial（分数：1.00）填空项 1:_(3).prompt（分数：1.00）填空项 1:_(4).symbolism（分数：1.00）填空项 1:_(5).enormous（分数：1.00）填空项 1:_(6).confess（分数：1.00）

22、填空项 1:_(7).leak（分数：1.00）填空项 1:_(8).II. True or False.Taco Bell purchased the Liberty Bell, one of USAs most historic treasures in 1996.（分数：1.00）A.正确B.错误(9).Taco Bells announcement generated massive controversy.（分数：1.00）A.正确B.错误(10).The Liberty Bell was the property of the federal government.（分数：1.00

23、）A.正确B.错误(11).The Liberty Bell was used in advertising for the first time by Taco Bell in 1996.（分数：1.00）A.正确B.错误(12).Taco Bells sales increased largely because of the advertisement.（分数：1.00）A.正确B.错误(13).III. Multiple Choices.Why did Taco Bell announce to purchase the Liberty Bell?（分数：1.00）A.To refur

24、bish the Liberty Bell.B.To promote Taco Bells new products.C.To seek publicity.D.To help the national debt.(14).After seeing the advertisement, thousands of citizens called the National Park Service in Philadelphia and the people work there were _ .（分数：1.00）A.happyB.astonishedC.excitedD.angry(15).Wh

25、ich of the following is not true according to the passage?（分数：1.00）A.The federal government had no right to sell the Liberty Bell.B.Taco Bell would donate $50 000 for the upkeep of the Liberty Bell.C.Many critics felt the ad was in bad taste.D.The Liberty Bell had never appeared in advertising.(16).

26、What can be inferred from the comments of White House press secretary Mike Mercury?（分数：1.00）A.He found the joke funny.B.He found the joke in bad taste.C.He found the joke disgusting.D.He found the joke hard to believe.(17).A spokesman for The Philadelphia Inquirer said that if they had seen the ad,

27、_ .（分数：1.00）A.they would have been more supportiveB.the ad probably would not have appearedC.they could have canceled the printing of the newspaperD.they would have told the National Park Service beforehand(18).IV. Answer the questions. Does Taco Bells advertising campaign seem successful to you? 19

28、. Have you ever heard of marketing stunts that are similar to this? 20. Could you talk about your perception of the saying “this is no such thing as bad publicity“?（分数：1.00）填空项 1:_二、BText B/B(总题数：1，分数：28.00)BBackground Information/BAll businesses are affected by their immediate environment. Many fac

29、tors influence them, for example, the location of the business premises, availability of labor, labor costs, and availability of raw materials and so on. Premises refer to house or other buildings with its out buildings etc. Among them, location is important particularly for businesses, which allows

30、 businesses to situate themselves somewhere where they can be noticed by their target customers.Text B Entering a marketBackground InformationHaier is the worlds fourth largest white goods manufacturer and is the official home appliances sponsor of the Beijing 2008 Olympic Games. As of 2007, the Hai

31、er Group has established a total of 64 trading companies(19 located overseas), 29 manufacturing plants(24 overseas), 8 design centers(5 overseas)and 16 industrial parks(4 overseas). Consistent with Haiers position as a global brand, the company employs over 50 000 people around the world. In additio

32、n, Haier boasts a 58 800-strong sales network which last year accounted for a global turnover of 118 billion RMB (16.2 billion USD). Guided by the branding strategy of CEO Zhang Ruimin, Haier has advanced through the “grand building“, “diversification“, and “internationalization“ stages, and since 2

33、005 has embarked on the fourth stage: “global Branding“. Haier has enjoyed a growing international reputation over the past 24 years.BHaier Aims to Be a Mainstream Brand in the US/BAn exclusive interview of CEO of Haier GroupZhang Ruimin, CEO of Haier GroupHaier is well on the way towards achieving

34、its goal of being a mainstream brand in the US. Haier has successfully penetrated the Top-10 chain groups in the US. Whenever Haier enters the global procurement system of big chain, this makes Haier one step closer to entering the mainstream US market. Haier has also won awards such as “best suppli

35、er“ and “exam-free supplier“ by several retailer chains. Haier has international service centers in more than 50 states of the US and has opened a toll-free hotline.According to Zhang Ruimin, CEO Haier Group, Haier knew that its entry into the US would be very difficult at first, but would get easie

36、r as the company learned from its mistakes. The company adopted a “market first and then factory“ approach. Haier invested in a global brand strategy with the objective of letting products, capital and brands go global. From the single and niche products at the early days of entering the US market,

37、to the current differentiated product family, with products such as the independent cocktail cabinet and Haier 37T88, Haiers mainstream products are now very competitive. Haiers products can be found in big channel outlets as SEARS, Lowes, HOME DEPOT, Best Buy, PC-RICHARD, Wal-Mart, Sams, Costco, Br

38、and Smart, and Target. Haier has obtained the praise and trust of its channel partners, and has successfully transformed itself from a niche to a mainstream brand provider.（分数：28.00）(1).I. Match the word with the appropriate meaning.A. planning（分数：1.00）填空项 1:_(2).accelerate（分数：1.00）填空项 1:_(3).integr

39、ate（分数：1.00）填空项 1:_(4).strategy（分数：1.00）填空项 1:_(5).forge（分数：1.00）填空项 1:_(6).initiative（分数：1.00）填空项 1:_(7).implement（分数：1.00）填空项 1:_(8).II. True or False.When it enters the global procurement system of big chain, Haier will enter the mainstream US market.（分数：1.00）A.正确B.错误(9).In order to enter the mai

40、nstream US market, Haier adopted a “factory first and then market“ approach.（分数：1.00）A.正确B.错误(10).More than one half of Haiers North American management teams are locals.（分数：1.00）A.正确B.错误(11).In April 2006, Haier became a strategic partner of NBA and the first global appliance brand to sponsor the N

41、BA.（分数：1.00）A.正确B.错误(12).Haiers channels in North American are mainly concentrated on high-end markets.（分数：1.00）A.正确B.错误(13).III Multiple choices.Which of the following is true according to the passage?（分数：1.00）A.Haiers entry into the US would be very difficult.B.Haiers entry into the US would be ve

42、ry easy.C.Haiers entry into the US would be very difficult at first, but get easier as the company learned from its mistakes.D.Haiers entry into the US would be quickly achieved.(14).Where can the Americans buy Haiers products?（分数：1.00）A.Best Buy, Wal-Mart, Sams.B.Costco, Target, Brand Smart.C.SEARS

43、, Lowes, HOMEDEPOT, PC-RICHARD.D.All the above.(15).What has Haier been focusing on in the internationalization process?（分数：1.00）A.Reducing costs.B.Developing its corporate culture and ensuring culture compatibility.C.Increasing the variety of products.D.Employing local workers.(16).Haier is a world

44、 leader in the following advanced technological fields except _ .（分数：1.00）A.intelligent house integrationB.network applianceC.large-scale integrated circuitsD.firewall(17).What approach will Haier adopt in the future?（分数：1.00）A.To invest more funds to develop new markets.B.To go hand in hand with ch

45、annel partners and dealers.C.To do researches and make new products in the advanced technological fields.D.To employ more local managers.(18).IV. Answer the questions. According to the text, what did Haier do in order to enter the mainstream US market? 19. What can Haier benefit from becoming a stra

46、tegic partner of NBA? 20. Haier is one of the most successful cases of entering a foreign market. Can you find out other similar cases?（分数：1.00）填空项 1:_(19).V. Questions 21-30. Read the article below. For each question 21-30, write one word in CAPITAL LETTERS on your Answer Sheet. A significant Devel

47、opment in organizational buying has been the creation and growth of online trading communities, called e-marketplaces, which bringU (21) /Ubuyers and supplier organizations. These online communities go by a varietyU (22) /Unames, including exchanges and e-hubs, and make possible the real-time exchan

48、ge of information, money, products, and services. E-marketplaces will accountU (23) /Ualmost one-half of all online organizational purchases in 2005. E-marketplaces can be independent trading communities or private exchanges. Independent e-marketplaces typically focusU (24) /Ua specific product or service, or serve a particular industry. They actU (25) /Ua neutral third-party and provide an Internet/Web technology trading platform and a centralized market that enable exchange