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Module 1212.1 Understanding business culture(page121)John So, Jim, what did you know about doing business in China before you made your first trip there?Jim Very little, actually. These days there’s a lot of literature and advice out there. I had heard about the principle of Guanxi before I went to China, but I hadn’t really realised how important a part of business culture it was.John What is Guanxi, exactly?Jim It refers to relationships or connections with people that are built on trust and have been developed over a long time. These relationships are based on shared experience-people operating in a similar field-and often also on the exchange of gifts or favours.John But if you’re an outsider, that must make life very difficult. You don’t have a shared background as such...Jim That’s right. You don’t have those networks and for that reason you’re going to have to be patient, because it takes time to develop them. That’s why so many foreign businesses look for a Chinese partner who has good contacts already, like an agent or business partner.John And is there any other way to shortcut this process?Jim Not really. Gift-giving is helpful - presenting a small gift at the end of a meeting, for example. Don’t expect immediate returns, though, and don’t give anything big. The Chinese government has clamped down hard on bribery in recent years and won’t tolerate it. What you have to do is build friendships.John And how would you go about that? Any particular tips?Jim There’s no particular secret: just get to know your partners, exchange small talk, invite them out for meals - Chinese people love eating out. They’ll certainly invite you out to a restaurant at some point. The main thing is just to be yourself...with an extra bit of formality and politeness. Don’t do what some people do and try to be Chinese.John And are there any things you shouldn’t talk about - any taboos?Jim Umm... I think the important thing is to show genuine interest in learning aboutChina and its customs, and to be respectful of the country and the government. There are also a few different habits. Sometime during the meal there will be toasts - make sure that you make one to the most senior member of the group there.John Any other tips?Jim well, they appreciate the best - established brands with a quality reputation - having had limited access to western products in the past. Everyday practicalities? Er... People dress soberly for business, they shake hands on ually, though occasionally they’ll just nod at you. They love to exchange business cards, so bring lots of those. And when you receive one make sure you study it carefully - it’s very rude just to put it straight in your pocket.John What about their behaviour? The Chinese have a reputation for being difficult to read.Jim I don’t really find that. Perhaps they use facial expressions or gestures less freely than westerners do. They do seem to take their time agreeing to things. There are two reasons for that: first of all, they generally operate within big hierarchies and the decision may need to come from high up; secondly, they dislike saying ‘no’ directly. If they start to make a series of small objections to something, it generally means they’re trying to say they’re not interested. But above all, as i said before, don’t worry about the time all this takes - you’re going to need that anyway to learn how Chinese companies operate and all the governance and tax laws, the regulations around joint ventures and so on...12.2 Small talk: short responses(page122)Sarah Hi, Joachim, sorry to be a little late.Joachim No problem. Good to see you again. How was your trip?Sarah It was fine. No delays , just the usual traffic from the airport.Joachim And did you find our offices easily?Sarah Yes, thank you. Your directions were very clear.Joachim OK. So, can I get you a coffee before we start?Sarah Yes. I’d love one. White, one sugar, please.Joachim And, how are you fixed for time?Sarah I’ve got a couple of hours now. I hope that’s enough.Joachim Sorry, do you mind if I just take this call?Sarah No, of course not. Go ahead...Joachim Sorry about that - the boss. So, are you expecting it to be a good year? Sarah Well, I hope so. Last year was pretty flat, as you know.Joachim Well, that’s really what I’d like to talk about today - how we can ramp things up a bit. Can I be of any help with the marketing side of things?Sarah That’s kind of you, but we should be able to cope. It’s just a question of programming it in. We’re planning a campaign meeting next week...Joachim ...so I think that’s been a useful start to our discussions. I will programme another meeting for two weeks’ time. But I think you have to go now. Would you like to go for a meal this evening?Sarah I’d love to, but I’m afraid I have to be back in London by six.Joachim No worries. Would you like a lift back to the station?Sarah That would be really nice, but I don’t want to put you out.Joachim It’s no problem. I’m going that way anyway.。
第12单元名牌产品与品牌管理预览越来越多的企业认识到企业最宝贵的资产之一就是与企业的产品和服务相联系的品牌名称。
尽管认识到这一点，但是人们很少重视管理教育中有关品牌的科目，尤其是MBA的课程。
作为营销专家以及品牌资产联合会的主席，Larry Light 观察到问题的严重性，认为“MBA代表的应该是品牌资产的杀手”。
为了强调这个问题，作为一本高级MBA层次的教材，本书强调了个人和组织在市场营销活动中遇到的重要的品牌决策方面的问题。
本书的基本目标是：（1）增强对品牌战略策划、实施以及评估等重要问题的理解。
（2）为做出更好的品牌决策，提供适当的理论、模型和其他工具。
为了提高管理中与品牌有关的决策能力，我们尤其强调对顾客或消费者心理原则的理解。
为了这个目的，在本单元中我们界定了品牌的概念，追溯品牌的历史渊源。
我们从消费者和企业的角度考虑品牌的作用，以及品牌对消费者和企业的重要性。
我们还将讨论可以被冠以品牌的东西、不可以冠以品牌的东西，并且识别一些著名品牌。
品牌是什么？为了让人们从众多的货物中识别制造商的货物，产品被冠以品牌的历史已有数百年之久。
实际上，“品牌”这个词来源于古斯堪的那维亚语，意思就是“打上烙印”。
至今牲畜的主人们仍然把牲畜打上烙印便于识别。
根据美国营销协会的定义，品牌是一个名称、术语、符号、设计或以上的组合，其目的就是便于人们从众多卖者中识别某一卖者的产品和服务，并使其区别于同类产品。
所以，根据这个定义，建立品牌的关键是选择名称、标识、符号、包装设计或者那些利于辨识产品服务的特征。
我们把那些不同的品牌要素，也就是便于识别产品和服务的要素，叫做品牌要素。
品牌要素可以有很多形式。
例如，有不同的品牌命名方式。
在有些情况下，所有产品的品牌名称都以公司的名称命名（如通用和惠普）。
有些生产商为新产品起不同的品牌名称，这些名称与公司的名称毫无关系（如联合利华和宝洁公司）。
零售商也可以根据商店名称或者其他某些因素，创建自己的品牌（纽约Macy’s百货公司拥有自己的品牌，如Christopher Hayes、INC以及Club Room等品牌）。
商务英语2（科目代码：04010）一、选择填空：阅读下面的对话或句子，从A、B、C三个选项中选出一个能填入空白处的最佳选项。
1.—Morning, Daniel. Today I’d like to discuss the promotional events of our products with you.—________A.Hi, I agree with what you have just said.B.Good morning, Kevin. Nice to meet you, too.C.Ok. I think we should draw up a thorough plan, first.正确答案: C2.—As you know, I’m not quite familiar with how to shop online.—It’s a piece of cake! I’ll show you how to do it. ________A.First of all, you should find a good e-commerce site.B.Next, add the items in your shopping cart and place the order.C.Then compare the prices and features of the goods you like.正确答案: A3.—Uh, I think online shopping is very time-consuming.—________A.Why do you want to wait and shop in a long line?B.I somewhat agree with you, but not completely.C.Thank you for your time to be with me for the weekend.正确答案: B4.It can be aimed________individuals with select surfing behavior.A.toB.inC.at正确答案: C5.In my opinion, the first thing________is what tools we should use. (考点：不定式结构的用法)A.to be discussedB.discussedC.discussing正确答案: A6.—But why is it so much higher in this market?—______A.I don’t think I can follow the course.B.Sometimes things don’t go as expected.C.There are many rich people in this area.正确答案: C7.—We are now looking for agents to cover southern China.—Excellent. ______A.I’m very familiar with the market there.B.We are full of confidence in the Chinese market, too.C.Our target markets are large corporations and government agencies.8.—Ok, what are your initial thoughts on our computers in China? Is there a market?—______A.There is a computer shop around the corner to the right.B.Our current agent agreements are broken up into regions.C.I am very optimistic about the market opportunities in China.正确答案: C9.This is one of the main ways ______ a business learns what customers want.A.whichB.ofC.that正确答案: C10.As it is known that the aim of every business is to make ______profit as possible.A.as manyB.as muchC.more正确答案: B11.— _______—It will take at least three weeks.A.How soon will you finish our TV commercial?B.When will you finish our TV commercial？C.How long have you finished our TV commercial？正确答案: A12.— _______—Once a week.A.How soon will your department finish the meeting?B.How often does your department hold a meeting?C.How long will the department meeting last？正确答案: B13.— _______—We would like to get in with the fall publication, if possible.A.How much do you plan to spend on advertisement?B.Which edition would you like your advertisement to appear in?C.What do you want to say about your products in the advertisement?正确答案: B14.The Smart Color Laser Copier is comparable_______ professional editing.A.toB.onC.at正确答案: A15.Our advertising rates are_______ size and location.A.depended onB.put onC.based on16.—Is there any time requirement for registration?—_______within 30 days after we receive our business license.A.Sure. We will register withinB.Of course. We might registerC.Certainly.We should register正确答案: C17.— _______—In most cases, it is the total income received.A.What does taxable income refer to?B.Why do you want to know taxable income?C.When do you start to learn taxable income?18.—You want to know about the value added tax, don’t you?—_______A.Yes, you need to introduce it for me.B.Yes, could you give me a brief overview of it?C.Yes, you must tell it to me.正确答案: B19.Denial, do you know how to register ______ the taxation bureau now?A.onB.orC.with正确答案: C20.Mobile banking functions nearly _______ telephone banking.A.the same asB.as same asC.as the same正确答案: A21.— ______—It’s not bad. I have worked in this bank for two years and I love my current job.A.Could you do me a favor?B.How is everything going?C.What’s going on?正确答案: B22.—How about your friend, Li Yan? Does she work in the same department with you?—______A.She is fine, thank you, and you?B.She is fine, thank you, and she’ll be happy to see you again.C.She is an assistant auditor and works in the Auditing Department.正确答案: C23.—Do you mean that deposits and withdrawals are posted to my account immediately?—______A.Yes, we process cash transactions during the working day.B.Yes, we process cash transactions on the second day.C.Yes, we process cash transactions as soon as they take place.正确答案: C24.I have just ______ some dollars into Renminbi.A.been changedB.changedC.been changing正确答案: B25.Online computer systems help us provide a ______ service to our customers.A.speedB.speedyC.speedily正确答案: B26.—But in your case, we strongly recommend War Risks and WPA.—_________A.OK, then please cover both War Risks and WPA for us.B.Well, that rate is acceptable. Thanks.C.But the extra premium is for buyer’s account.正确答案: A27.—Can we discuss the question of commodity inspection?—_________A.OK. As an integral part of the contract, the inspection of goods is particularly important.B.We would prefer to re-inspect goods at the unloading port.C.But there might be some dispute over the results of inspection.正确答案: A28.—Now shall we move on to the next question?—_________A.Thank you for questions on the commodity inspection.B.Importers must have the right to re-inspect goods upon arrival.C.Sure. Let’s talk about thetime of shipment and payment.正确答案: C29.The sandbags stopped her property from_________A.to be floodingB.being floodedC.being flooding正确答案: B30.Who _________the inspection certificate?A.publishesB.issuesC.suggests正确答案: B31.—So could you make an exception and accept D/P?—__________________________A.I shall tell you frankly it would drastically increase our risk.B.Thanks, we are inclined to accept your price.C.We have already tried our best.正确答案: A32.—Is it possible to find alternative payment terms for this order?—__________________________A.I’m afraid not. We insist on a letter of credit.B.No, I think the price is reasonable.C.I can’t be of any help in this respect.正确答案: A33.—I’m afraid the goods we received yesterday are short of weight.—__________________________A.I’m afraid we really couldn’t accept that.B.I suggest maybe should check it again.C.I’m sorry to say the shipment didn’t turn out to be satisfactory.正确答案: C34.We won’t entertain your claim _______ the inspection certification from the Commodity Inspection Bureau.A.unless you will haveB.unless you don’t haveC.unless you have正确答案: C35.The company owns branches not only in Europe _______ in North America.A.butB.but alsoC.as well as正确答案: B36.—I’d like to have credit information about my corporate partner in Australia.—________A.Well, our department deals with all kinds of consultant service.B.Please call me at any time, if you have any questions.C.I have something wrong with the credit of my cooperate partner.正确答案: A37.—What do I have to do to get the credit information of our corporate partner?—________A.OK, we will pass on the report to you as soon as we get it.B.It’s not complicated. Just fill in a form and sign it.C.For our long-term clients, we only charge some direct fees.正确答案: B38.—How can people avoid food contamination nowadays?—________A.People should have balanced food to get different nutrients they need.B.I agree with you on this point, and we should pay more to attention to food safety.C.The government should set strict rules to standardize the production of food.正确答案: C39.Nowadays, more and more attention is being paid ______ “Business Ethics”.B.forC.of正确答案: A40.______it may lead to, they always pursue the profit maximization.A.No matter whereB.No matter whatC.No matter how正确答案: B二、翻译：从以下A、B、C三个选项中选出与英文最适合的中文翻译。
3936国开电大商务英语2历年期末考试（第三题阅读理解判断题）题库（排序考试版）3936国开电大商务英语2历年期末考试(第三题阅读理解判断题)题库(排序考试版) [试题]Business Ethics[2020年1月试题] Nowadays，more and more attention is being paid to“business ethics”.But what does it mean?What is the importance of ethics in business? Business ethics is not about personality，though a good personality is valuable. Ethics is the primary element and prerequisite for a successful business.No matter what you do，you should think of business as a matter of integrity. Nowadays，the slip in ethics and the absence of social responsibility，especially integrity，have led to a crisis in business，seriously influencing social development. Events resulting from a loss of trust are being seen now and then and they affect society in many unfortunate ways. Most people know the importance of business ethics，but still some people don＇t honor them. We often hear media reports on problems in business，such as adding harmfulmaterials to products. These behaviors cause much damage to consumers，who spend money but do not get quality goods，especially when these modities do great harm to their health. It is difficult for people to forget the case in which some children consumed unsafe milk powder produced by a few immoral businesses，and their health suffered serious damage as a result. People can＇t bear this kind of behavior and the businesses responsible must be closed down and the related personnel be punished. ck of business ethics has seriously influenced social development.[答案]T 22.Business is to be treated with social responsibility and integrity.[答案]T 23.People who don＇t honor business ethics are likely to make a profit.[答案]F 24.People can easily forget those bad behaviors by bad businesses.[答案]F 25.Recently，people are paying less attention to professional ethics the business world.[答案]F [试题]Dear Sir or Madam[2019年7月试题] We have received an order for US $ 3，200，000 worth of goods from Delta Co.，Ltd.，1258Hus ten Avenue，New York，U.S. A.，who has given us your bank as a reference.Could you please confirm that they have sufficient funds to cover this amount and that they have a reliable credit rating? We would be most grateful for your assistance，and any advice you give uswill be kept strictly confidential. A stamped and addressed envelope has been included for your reply.Thank you in advance. Sincerely yours，John Taylor 21.John Taylor’s pany has received US $3，200，000 worth of goods from Delta Co.，Ltd.[答案]F 22.The letter is written to a reference bank.[答案]T 23.John Taylor wants to know if Delta Co.，Ltd.is trustworthy as a corporate partner.[答案]T 24.The advice that the bank gives won＇t be kept in confidence.[答案]F 25.John Taylor＇s pany has paid for the bank＇s reply.[答案]F [试题]Online Shopping[2018年7月试题] Daniel is interested in Kevin＇s new mobile phone which he＇s bought on the Internet. Daniel：Hi，Kevin.You＇ve bought a new mobile phone，haven＇t you? Where did you buy it? Kevin：Oh.yes. I ordered it online three days ago and it arrived yesterday. Have a look，please. Daniel：It looks wonderful!Actually，I have been thinking about online shopping for a longtime，But，as you know，I＇m not quite familiar with how to do it and. Kevin：It＇s a piece of cake! I＇ll show you how to do it. First of all，you should find a good e-merce site. Daniel；Such as? Kevin：Such as Amazon.，Ebay.，etc.，which are famous worldwide.In China，Tao bao is the most popular one. Daniel：And then? Kevin：Then，type the name of your desiredproduct in the search box or select the category of the product you would like. Then pare the prices，features and shipping conveniences offered from several sites. If you have any question，you can ask the sellers.Next，add the items to your shopping cart and place the order. After pleting electronic payment，you just wait for the delivery o goods as requested. Daniel：Uh，I think it is time-consuming. Kevin：I somewhat agree with you，but not pletely. As you know，there is so much to choose from and it takes time to make parisons.However，online shops give us the opportunity to shop 24/ 7 and it＇s very convenient for you. Daniel：Great! Maybe from now on，I should try to buy goods online. Kevin：Why not? Go ahead. 21.Daniel has been shopping online for along time.[答案]F 22.Amazon.，Ebay and Tao bao are all famous e-merce sites all over the world.[答案]F 23.You can pare the prices，features and shipping conveniences offered from several sites if shopping online.[答案]T 24.There is so much to choose from online shops so it costs our time to make parisons.[答案]T 25.Kevin believes online shopping offers us more convenience.[答案]T [试题]Product advertising is an important part of marketing.It aims at increasing sales by making a pro duet or service known to a wider audience，and by emphasizing itspositive qualities. A pany can advertise in various ways，depending on how much it wishes to spend.There are different media for advertising including television，radio，newspapers，magazines，the Internet and direct mail.The design and organization of advertising campaigns is usually the job of an advertising agency. A good advertising program tells potential customers why they need the product，how it is used and the benefits derived from its use. A successful program also tells the consumer how the product is better than similar offerings by petitors.[2020年9月试题] [试题]Product advertising is an important part of marketing.It aims at increasing sales by making a product or service known to a wider audience，and by emphasizing its positive qualities. A pany can advertise in various ways，depending on how much it wishes to spend.There are different media for advertising including television，radio，newspapers，magazines，the Internet and direct mail.The design and organization of advertising campaigns is usually the job of an advertising agency.A good advertising program tells potential customers why they need the product，how it is used and the benefits derived from its use.A successful program also tells the consumer how the product is better than similar offerings bypetitors.[2018年1月试题] Corporate advertising is not directly concerned with increasing the sales of a particular pro duet or service，but more with the brand image and reputation a pany wants to present to the general public or within an industry. Corporate advertising es in three different types：image advertising，opinion advertising and investment advertising. Image advertising attempts to promote the importance of a pany. Opinion advertising presents the impression of doing a public service by addressing the importance of a pany. Investment advertising is designed to attract potential investors. 21.Generally，an advertising agency is responsible for designing and organizing a product＇s advertisement.[答案]T 22.It is not necessary to consider the budget of an advertisement in choosing a media for advertising.[答案]F 23.There are only three types of media used in advertising.[答案]F 24.Product advertising is different from corporate advertising.[答案]T 25.This passage is mainly about the history of advertising.[答案]F [试题]Shipping Advice[2020年7月试题] August 8，2016 Dear Mr.Anderson，I would like to inform you that the following consignment has been shipped.Details of the shipment are below：Shipper：Far East Logistics Co.Ltd Room 1205，JIN YUANTOWER，No.168，JIN SHUI ROAD，__ TEL：__ FAX：__ Contact person：Ms.Li Hua hua Vessel/voyage：Pacific 041P Port of loading：__ DEP：August 6 ，2016 Port of discharge：__CISCO ETA：August 28 ，2016 Final destination：__，USA No.of packages containers：1000 CTNS lined with foamed plastic in 1×40’STD CTNR Weight(Kilos)：3214.0KGS Container No.：CE__ Seal No.：ST__ P.O.No.：TD9990 Item：Air conditioners，HSU-12HQA/R2-DB Quantity：1，000 pieces We have enclosed the mercial invoice，copy of B/L，packing list and export permit for your preparation for payment and collection of goods. Yours sincerely，Lin Hanxue (Ms) Logistics Officer 21.The letter is to inform Mr.Anderson that his consignment has been shipped.[答案]T 22.The shipper of the consignment is Li Hua hua.[答案]F 23.The final destination of the consignment is San Francisco.[答案]F 24.The items in the container are air conditioners and TV sets.[答案]F 25.The mercial invoice，copy of B/L，packing list and export permit are enclosed for preparation for payment and collection of goods.[答案]T。
