剑桥商务英语中级-99及答案解析.doc
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1、剑桥商务英语中级-99 及答案解析(总分:100.00,做题时间:90 分钟)一、READING(总题数:0,分数:0.00)二、PART ONE(总题数:1,分数:7.00)AThe Santa Cruz Operation Incorporate (SCO), a US-based software developer, opened a representative office in Beijing yesterday.Founded in 1979, SCO has become the worlds leading developer and supplier of softwar
2、e for UNIX systems. The new office in Beijing will bring SCO closer to Chinese customers and help it understand the massive Chinese market better, said Lars Turndal, SCOS president and chief executive officer. SCO will mainly target government, departments, key industries and service institutions.BU
3、S computer giant International Business Machines (IBM) last week announced that it will invest at least $100 million in information technology projects in China. This makes IBM the first foreign company to become involved in the countrys top information infrastructure project,CCoca-Cola has been vot
4、ed the top international company in Asia, according to a recent survey published by the Far Eastern Economic Review, a major Asian magazine. Readers of this and other prominent Asian economic magazines choose Coca-Cola from among 500 large international companies in Asia. Cola-Cola is now the worlds
5、 largest beverage company serving 685 million drinks per day in more than 195 countries.DGRD, the manufacturing giant, plans to cut 1,500 jobs at its Portland factory over the next five years after union refusal to increase productivity. As a result, GRD have been forced to downsize the Portland pla
6、nt.(分数:7.00)(1).One of the purposes of entering China is to have a better idea of Chinese market.(分数:1.00)填空项 1:_(2).Its products are sold to over 195 countries.(分数:1.00)填空项 1:_(3).One hundred million dollars will be invested.(分数:1.00)填空项 1:_(4).Government departments are one of its major consumers.
7、(分数:1.00)填空项 1:_(5).This company is going to invest heavily in China to develop its information technology.(分数:1.00)填空项 1:_(6).It is an American company devoted to the development of computer software.(分数:1.00)填空项 1:_(7).It has been voted the best multinational company in Asia.(分数:1.00)填空项 1:_三、PART
8、 TWO(总题数:1,分数:5.00)A price represents the value of a goods or service for both the seller and the buyer. Price planning is systematic decision-making by an organization regarding all aspects of pricing.The value of a goods or service can involve both tangible and intangible marketing factors. An exa
9、mple of a tangible marketing factor is the cost savings (8) . An example of an intangible marketing factor is a consumers pride in the ownership of a Lamborghini rather than another brand of automobile. For an example to take place, both the buyer and seller must feel that the price of a goods or se
10、rvice provides an equitable value. To the buyer, the payment of a price reduces purchasing power (9) . To the seller, receipt of a price is a source of revenue and an important determinant of sale and profit levels.Many words are substitutes for the term price: admission fee, membership fee, rate, t
11、uition, service charge, donation, rent, salary, interest, retainer, and assessment. No matter what it is called, (10) : monetary and non-monetary charges, discounts, handling and shipping fees, credit charges and other forms of interest, and late-payment penalties.A non-price exchange would be selli
12、ng a new iron for 10 books of trading stamps or an airline offering tickets as payment for advertising space and time. Monetary and non-monetary exchange may be combined. This is common with automobiles, (11) . This combination allows a reduction in the monetary price.From a broader perspective, pri
13、ce is the mechanism for allocating goods and services among potential purchasers and for ensuring competition among sellers in an open market economy. If there is an excess of demand over supply, prices are usually bid up by consumers. If there is an excess of supply over demand, (12) .A a price con
14、tains all the terms of purchaseB obtained by the purchase of a new bottling machine by a soda manufacturerC where the consumer gives the seller money plus a trade-inD available for other itemsE Prices are usually reduced by sellersF price means what one pays for what he wantsG systematic decision-ma
15、king by an organization regarding all aspects of pricing(分数:5.00)填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_四、PART THREE(总题数:1,分数:6.00)Marketing ManagementPlayboys principal distritution channel until 1979 was a network of approximately 450 nonproprietary retail outlets throughout the United States, many of
16、 which also sold other brands of mens premium shoes. Play boys shoes were sold wholesale to retailers at approximately 50 percent of the suggested retail price. Price increases usually were announced in February or August. The company did not offer its retail accounts quantity discounts.Because prod
17、ucing high-quality mens dress shoes demanded highly skilled labor and specialized facilities, Playboys entire product life had been manufactured at the companys facility in Lynn, Massachusetts, through our most of the companys history. As consumer preferences changed and fashion became more importan
18、t in mens shoes during the 1970s, Playboy began contracting with outside manufacturers to produce casual shoes that matched Playboys quality and feature specifications yet could extend the brands franchise to a younger age group. Playboys executives labeled these styles “outside“ shoes, while those
19、manufactured at the Lynn plant were called “inside“ shoes, in 1985, the average prices the retailer paid Playboy for pair of inside shoes was $52 and, for a pair of outside shoes, $34. Variable manufacturing costs per pair of inside shoes were $40. The average cost of a pair of outside shoes to Play
20、boy was $28.Playboy sold approximately 160 inside shoe styles and 56 styles made by outside mahufacturers, Since there were 80 sizes to each style, Playboy total SKUs numbered around 17,280, and it carried an inventory in stock of over 64,000 pairs, Both internal and external production schedules fo
21、r each style were set in advance, based on sales projections. Playboy rarely did “makeup“ (styles not included in its regular product line, manufactured to the specification of a retailer) for a particular retail account.Each of Playboys 16 salespeople was assigned a geographic territory and was res
22、ponsible for retailer sales and service with the area. Salespeople also were expected to perform “previews“ at the beginning of fail and spring seasons as a method of increasing both consumer and trade sales, Previews consisted of a sales presentation at retail store, where the Playboy salesperson w
23、ould display and explain the companys entire line to store customers. During the preview, the customer was offered a price promotion of $10 off any pair of Playboy shoes. The retailer was responsible for absorbing the cost of the promotion, while the cost of advertising placed to stimulate retail tr
24、affic during the preview was shared between Playboy and the retailer. The Playboy sales person would spend time with the retailers salespeople and customers describing the quality and comfort of Playboy shoes. Company management believed that consumers were likely to “trade up“ to a higher-priced br
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