高级英语期末复习

I. Definition(15%) 此题请写在答题纸上Directions:Give the definition of the following.(5 items)Ⅱ. Translation (25%)此题请写在答题纸上Directions:Translate the following expressions from English into Chinese or vice versa. Section A Phrase Translation (10%)(10 items)Section B Sentence Translation (15%)(3 items)Ⅲ. Reading Comprehension (40%) 此题请用铅笔填涂在机读卡上Directions: There are 4 passages in this part. Each passage is followed by some questions or unfinished statements. For each of them there are four choices marked A., B., C. and D. You should decide on the best choice and mark the corresponding letter on the Answer Sheet with a single line through the centre.（4 passages 20 items）（No. 41 – No. 60）IV. Writing (20%) 此题请写在答题纸上1.Definitions1) free enterprise: an economic system in which private business compete with each other without much government control. (P3)2) business plan: a formal statement of a set of business goals, the reasons why they are believed attainable, and the plan for reaching those goals. It may also contain background information about the organization or team attempting to reach those goals. (P5)3) Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. — the American Marketing Association (P25)Marketing refers to the core business philosophy that directs the processes of identifying and fulfilling the needs of individuals and organizations through exchanges which create superior value for all parties. — the World Marketing Association (P25)4) Product is anything that can be offered for sale or use to another individual. It covers everything that goes into the development of the tangible or intangible object. (P26)5) Place refers to where and how you sell your product and where and how you distribute your product. Place can set quality and price expectations.6) Promotion refers to the way you choose to promote your product, such as advertising, publicrelations, sales promotion, event marketing, as well as any personal one-on-one selling you do.7) Price not only pays for your cost of goods and profit, it does much more, such as communicating about the product, setting quality expectations, segmenting the consumers and even conveying how a consumer should consume the product.8) Environment refers to every thing around you including your friends, family, advertising, trends, celebrities, prices, past experiences, status and perceived status etc. . (P123)9) Culture is what defines a particular group of people at a specific time and place. It is the culmination of the knowledge, values and beliefs a group of people hold in common. (P124)10) brand experience: When an audience engages your brand in person through the media, or in other ways , it is called a brand experience. The brand experience should be such that the person who experiences the brand comes away a fan and passes that information to others. (P149)2.Translationbusiness philosophy经营理念entice consumers to buy products诱导消费者购买产品promote products促销产品robust growth强劲的增长global powerhouse具有全球影响力的企业unsold inventory未售的存货buying preferences购物偏好mobile societies 流动性大的社会volume deals 大批量交易利益最大化maximize interest事件营销event marketing产品设计与生产the design and manufacturing of the product简化交易程序facilitate sales transactions因特网宽带连接broadband access to the Internet创造销售收入generate sales revenues标价合理、高品质的电脑产品fairly priced, high-quality computer products非品牌产品generic products总之，市场营销是：a) 发现并满足消费者的愿望和需求；b) 并在这个过程中盈利。

In summary, marketing is: a) discovering and giving consumers what they want and need, and b) doing this at a profit.市场营销是识别、预估和满足消费者需求，并为企业带来利润的管理流程。

Marketing is the management process for identifying, anticipating and satisfying consumer requirements profitably. — the U.K.’s Chartered Institute of Marketing这个品牌的产品广告与实物不一致。

There is an inconsistency between the advertising and the product.购买非品牌产品的主要原因是省钱。

Saving money is the primary reason for buying generic products.A brand is a combination of differentiating attributes that connect on an emotional level with desired markets. A brand affects the thought process and the emotional responses of an audience. 品牌是不同特征的组合体现，与预期市场之间有情感上的联系。

A brand is the result of an aggregate of impressions provided through any number of touch points.品牌是人们第一次接触到产品时所形成的集中印象的产物。

3.Writing (more than 150 words)。