中央广播电视大学2003-2004学年度第二学期"开放本科"期末考试
英语(经)专业 经贸英语(下)(1) 试题
2004年7月
注意事项
一、将你的学号、姓名及分校(工作站)名称填写在答题纸的规定栏内。考试结束后，把试卷和答题纸放在桌上。试卷和答题纸均不得带出考场。
二、仔细阅读题目的说明，并按题目要求答题。答案一定要写在答题纸指定的位置上，写在试卷上的答案无效。
三、用蓝、黑圆珠笔或钢笔答题，使用铅笔答题无效。
Part One Reading (20 points)
Passage 1
Mark the following statements True or False according to the information provided in the
passage.
The 5th annual Association of National Advertisers report finds, that 79% of U. S.
companies advertised online in 2000--up from slightly under 67% in 1999. Companies spent
an average of $ 2.4 million each for e-advertising in 2000 and 50% say that developing and
improving brand loyalty was their primary goal overall for web marketing. It is not difficult
to figure out why these companies are eyeing the net: The share of U. S. households that are
online passed 50%. Web surfers spent an average of 17 hours per month online at home and
at work in January 2001. Advertisers will follow their customers and they need enticing ways
to reach the customers. Online advertising allows advertisers to establish with their
customers through databases and email. Let customers interact with the company's products
and services while gaining familiarity and customer loyalty. It is a cost-effective addition to
the marketing mix. It offers excellent value, and is an essential part of the marketing mix,
guaranteeing that the message is communicated to the right target audience.
One of the easiest ways to buy online advertising is through an advertising network or
broker service. Ad brokers and networks companies like Engage and Match Logic-- sell
advertising packages that allow you to reach a specific audience by placing ads on the Web
sites your target audience is most likely to visit. Brokers and networks are an especially good
option for companies that don't have the resources or time to develop their own online
advertising campaigns.
On the other hand, if you've done your research and know the specific sites on which
you want your banners to appear, you--or your advertising agency-- ear contact the sites
directly and negotiate individual advertising campaigns. This approach can be especially
effective when dealing with companies, such as Yahoo that maintain large networks of Web
sites where your ads might appear.
Another option is to use an ad auction service. These sites, such as Outer Planet or
Ezine Ad Auction, bringing buyers and sellers together and let buyers bid on available ad
space, which is usually offered at discounted rate. Before you buy auctioned ad space,
however, make sure the sites, on which you're buying space, will actually deliver the
audience you want to reach.
Mark the following statements True or False according to the information provided in the
passage.
1. Only 30% of U.S. households are on line so far.
2. There are at least 3 ways to buy online advertising.
3. It's quite difficult to buy online advertising through broker service.
4. Outer Planet allows buyers and sellers to use an ad auction service.
5. An ad auction service guarantees the buyer the target audience and thus tends to
overcharge.
Passage 2
Living at home, we never think about culture. Culture to humans is like water to fish--
the fish never stops to reflect on what it means to live in the water. It just swims and goes
about its normal routine. But if you take the fish and throw it on a patch of sand, water
takes on a whole new meaning. The fish flops around desperately looking for the water it
never knew it had!
The experience of culture shock is similar. When you encounter a new environment, all
the habits and behaviors that allowed you to get around and survive at home suddenly no
longer work. Things as simple and automatic as getting lunch, saying hello to colleagues, or
setting up a meeting become difficult and strange. The rules have changed and no one has
told you what the new rules are.
When doing business overseas, suddenly all the habits you've developed for doing
business in the United States seem out of place or positively wrong. You sell yourself and
talk up your product and the other side think you're bragging. You try to establish a friendly
rapport and they ignore you. You try to get to the bottom line and they seem irritated and
uninterested.
Whenever we are faced with unfamiliar behavior, we go through varying degrees of
culture shock. Symptoms can vary from confusion, loneliness, and anxiety to feelings of
inferiority, fear, depression, and psychological withdrawal. Some people express intense
hostility to another culture. Others simply shut down. Geert Hofstede comments that
culture shock "returns us to the mental state of an infant. '
The effects of culture shock accumulate slowly. A few seemingly harmless negative
experiences can end up poisoning your attitude about another culture. It is like water torture
--the first few drops you don't even notice, but as time goes on the drip, drip, drip can
drive you crazy.
Hostility, anxiety, or depression can affect a person% judgment and ability to communicate during delicate negotiations. Managerial duties can become a daily encounter with the
enemy. Culture shock is a leading cause of early repatriations that can be quite costly for the
.company. The experience can be especially difficult for spouses or children who come along
on overseas assignments. Without a job to give them direction and a stable point of contact
with the other culture, they can feel lost and helpless.
Using the information in the text, complete each of these sentences in the fewest possible words.
Your answer should not exceed 10 words.
1. 1. What do people go through whenever they are faced with unfamiliar behavior?
_________________________________________________________________
2. 2. What comments does Geert Hofstede make on culture shock?
_________________________________________________________________
3. 3. Why are the effects of culture shock said to be like water torture?
_________________________________________________________________
4. 4. What can affect a person's judgement and ability to communicate during delicate negotiations?
_________________________________________________________________
5. 5. Why do the early repatriates feel lost and helpless?
_________________________________________________________________
Part Two Short-Answer Questions and Translation (30 points)
I ~ Answer the following questions based on what you have learned from the textbook. You
should use complete sentences. (14 points)
1. Please list five goals of ethical business communication.
2. Describe the major dimensions of culture.
II. Translate the following sentences by using the words or phrases provided. (16 points)
1．你们任何时候都可依赖我们及时且准确的发货。(rely on )
2．祝贺你成为公司会计部门的主管。(Congratulations on )
3．报价时，请说明付款条件和数量。(terms of payment and discount)
4．如能把溢收我方的3000美元以支票形式汇入我方帐户，我们将不胜感激。(mail... to the account;overcharge)
Part Three Writing (50 points)
I ~ In each of the following sentences, four words or phrases have been underlined. You should
choose the one word or phrase that would not be appropriate in standard written English. -
(10 points)
1. 1. Succeed in today's world of work demands that you read , listen, speak, and write effectively.
A B C D
2. 2. Our buyers wish to have their goods to be shipped by direct steamers .
A B C D
3. 3. The communication process has five steps: idea formation , message encoding , message
A B
transmission, message decoding ,and feed backing .
C D
4. 4. We should appreciate if you could provide us with information you have gathered
A B C
in this respect .
D
5. To step up the trade, we on behalf of our client, counter-offer as following , subject to
A B C D
your reply reaching here no later than May 18,2003.
6. It takes longer, of course. But in not case would it take longer than five months.
A B C D
7. Our commitment at the Classics hasn't weakened, as I hope you'd agree, having seen
A B C D
recent catalogs.
8. Because of the overwhelming number of entries last year, we' re making one contests
A B C D
change this year.
9. Please see to that the L/C is established by telex whenever order is placed with us.
A B C D
10. We would not give you any lower price except you could place an order more than 300
A B C D
tons.
II. Revise each of the following sentences according to the requirement given in the brackets.
Please write your revised version on the Answer sheet. (20 points)
1. To enable us to update our stock-holder records, we ask that the enclosed card be
returned. (make it receiver-focused)
2. The problem cannot be solved without the aid of top management. (to make it positive)
3. It is encouraging and inspiring to note that sales which are reported right now have
increased this month. (to improve the conciseness)
4. Expense wise and schedule wise, what you offered is unacceptable. (to keep it
conversational)
5. We hired Todd Shimaya, a Korean American, for the position of communications
coordinator. (to use bias-free word)
6. Our final proposal, which was slightly altered in its final form, won approval. (to keep it
short and simple)
7. Please give consideration to our latest proposal, despite the fact that it comes into conflict
with the original plan. (to improve vigor and directness)
8. Good managers analyze a problem, collect data, and alternatives are evaluated. (to
improve parallelism)
9. We allow you a discount of 2% for cash payments. (to emphasize "you" view)
10. To be sure of obtaining optimal results, it is essential that you give your employees the
implements that are necessary for completion of the job. (to make it clear)
III Check spelling, grammar, punctuation, names and numbers, and format of the following
letter and revise it. (20 points)
Dear Miss Scott,
I am writing to you as chairman of the UK Hotel Owners' Association. Our annual
conference this year is being hold at the Ming Hotel, Brighton, from Tuesday to Friday 11
september.
We are hoping to have a half-day session on publicity and, because of your high
reputation on this field, would like to invite you lead this session. If you accept we shall, of
course, 'pay you a fee plus expenses. Would you please let me to know as soon as possible if
you can accept and also which day and time would be convenent for you? If you need any
equipment, such as a projector, we can have this available.
We were wondering if the session could consist a talk by you, then members could from
groups for discussion and to prepare questions for you to answer at the end of the session of
course, if you would prefer different arrangements we shall fit on with them.
I do hope you will be able to accept our invitation.
Yours Sincerely,
Ralph L. Carter
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