[VIP专享]管理英语09-10期末考试A卷(1)22

Therefore, Sainsbury could offer better interest rates.

6.CLSA's survey showed that new orders received by Chinese manufacturing firms

fluctuated___ at the steepest rate in the series' history, to 43.8 in October, from

45.8 in September and 49.4 in August, reflecting sluggish demand conditions and

an uncertain economic outlook.

7.After the huge loss in share price in September, the shares of Budgens reduced___

slowly to over 65 pence a share, and then declined steadily for the next two months.

8.My boss was quite satisfied with my job performance and promised that the

company could s___ the cost of the training course if I decided to study for a management qualification.

9.It will be difficult to decide if an employee performs well or not in his/her job if

the duties of the person are not well-d____ in the work contract. Many employees complain that they have to do more work than they are supposed to.

10.Among the 4 Ps of marketing, p___ and positioning are closely linked. An

expensive product is usually associated with the high-end market.

11.The benefits of good PR is that it can change public attitudes____ to a brand. A

good example is the re-launch of Skoda Octavia in the UK in 1995.

12.When organizing a PR event, one of the most important steps is to choose and

book venue___ as early as possible.

13.It’s becoming more and more commonplace to see domestic companies

diversify___ into new markets and businesses in order to grow. This is not always good for the company because there may be risks in a new sector or business that can not be foreseen.

14.This company has to offset some of its poor trading results by gains from a recent

disposal________ of its wholly-owned subsidiary.

15.The Employment Appeal Tribunal ruled that the employer had breached____ its

contractual obligation to deal with employees’ grievances reasonably and promptly. Thus, the plaintiff was awarded damages.

III. Answer the following questions briefly. (20%)

1．Please define brandstreching with at least one example.

2．What are the general responsibilities of a PR manager?

3．If you have a large cash surplus and want to invest in shares. What information you will generally look at in choosing companies for this investment?

4．What information can be used to measure the performance of a company?

IV.Reading Comprehension (20%)

Passage One

Coca-Cola drinkers will soon be able to buy casual clothing that uses the values of the world’s most popular drink. Coca-Cola is about to launch its own fashion line to reflect the idea that ‘consumers feel a special relationship with coke that relates to more than just the drinking experience.’

Which other brands might stretch easily and which might fail? Mars has successfully produced ice creams branded with the names of its Mars and Snickers candy bars. These are all ‘sweet tooth products’. Couturiers such as Armani and Hugo Boss have moved into cosmetics, fragrances and spectacles – all ‘fashion victim products’. Banks now offer insurance policies, investments, business advice and other financial services.

One of the most successful brand-stretchers is Walt Disney, which as added merchandise, shops, books, videos, games and theme parks to its original film-making. The move from making children’s cartoons to other products using the same figures appears a natural development. Yet these are totally different businesses – there is little in common between making films, running shops and operating a packaged holiday business.

Disney’s success comes from its clear view about what its core brand values are, says one branding specialist. ‘Disney is about fun, entertainment, childhood and families doing things together. Any business that deals in those values fits into the