1、阅读练习试卷 11及答案与解析 一、 PART ONE 0 A. Edward B. Speno Edward B. Speno was Executive Vice President of Credit Card Service Corporation (“CCSC“) from 1982 to 1991. Prior to joining CCSC, he was Executive Vice President and Business Manager of Citicorp Financial, Inc. from 1977 to 1982. Mr. Speno served as
2、Vice President of Citibank, N.A. from 1975 to 1982. He is a past director of CCC Information Service Group, Inc., CCSC and its various subsidiaries, Multibank Financial Corp., and Speno Railroad Ballast Cleaning Company. Mr. Speno is a charter member of the John Carroll Society of the Archdiocese of
3、 Baltimore. He is also a member of the advisory boards of the Dana and Albert Broccoli Center for Aortic Diseases and The Cardiovascular Institute, Heart Initiative, at the Johns Hopkins University School of Medicine, and is Fundraising Chairman for the Henry Ciccarone Center for the Prevention of H
4、eart Disease at Johns Hopkins. B. Trestman, Frank D. Mr. Trestman has been President of Trestman Enterprises, an investment and business development firm, for the past seven years. Mr. Trestman is also Chairman of The Avalon Group, a real estate development company. He has been a consultant to McKes
5、son Corporation and is the former Chairman of the Board and Chief Executive Officer of Mass Merchandisers, Inc. , a distributor of non-food products to grocery retailers and a former subsidiary of McKesson Corporation. Mr. Trestman is a director of Insignia Systems, Inc. and Best Buy Co., Inc. He al
6、so serves on the Board of Trustees of The Harry Kay Foundation and is Chair of the Jewish Community Capital Campaign. C. Mark P. Wagener Mark P. Wagener has been Senior Vice President and Controller of Thomas H. Lee Partners, L.P. since October 2001. Mr. Wagener previously was Vice President, Assist
7、ant Controller of the Company from June 2000 to September 2001. Prior to joining it, Mr. Wagener served for 13 years at Norwest Corporation (now Wells Fargo Company), most recently as Director of Corporate Planning and Analysis. Mr. Wagener began his career with Arthur Andersen Co. where he worked f
8、or five years as an auditor. D. David D. Wesselink David D. Wesselink has been Chairman and Chief Executive Officer of Thomas H. Lee Partners, L.P. since December 2002. Mr. Wesselink previously was Vice Chairman of the Company from September 2000 to December 2002, and Executive Vice President and Ch
9、ief Financial Officer of the Company from December 1998 to August 2000. Prior to joining the Company, Mr. Wesselink was Senior Vice President and Chief Financial Officer of Advanta Corporation from 1993 to February 1998. Prior to Advanta Corporation, he held several positions at Household Finance Co
10、rp. and Household International, Inc. from 1971 to 1993, including Senior Vice President from 1986 to 1993, and Chief Financial Officer from 1982 to 1993. Mr. Wesselink is also a director of Saxon Capital, Inc. , CFC International, Inc. , MasterCard Incorporated US Region Board, American Financial S
11、ervices Association and Central College. E. Bill Gates William (Bill) H. Gates is chairman and chief software architect of Microsoft Corporation, the worldwide leader in software, services and Internet technologies for personal and Business computing. Microsoft had revenues of US 36.84 billion for t
12、he fiscal year ending June 2004, and employs more than 55,000 people in 85 countries and regions. In his junior year, Gates left Harvard University to devote his energies to Microsoft, a company he had begun in 1975 with his childhood friend Paul Allen. Guided by a belief that the computer would be
13、a valuable tool on every office desktop and in every home, they began developing software for personal computers. Gates foresight and his vision for personal computing have been central to the success of Microsoft and the software industry. Under Gates leadership, Microsofts mission has been to cont
14、inually advance and improve software technology, and to make it easier, more cost-effective and more enjoyable for people to use computers. The company is committed to a long-term view, reflected in its investment of US 6.8 billion on research and development in the last fiscal year. 1 He stopped hi
15、gher education and started his own business. 2 He had been an auditor for five years. 3 He had been worked in a bank. 4 He is the forerunner of developing software for personal computers. 5 He works in a foundation. 6 He manages a college. 7 He began his career in 198 8 He may be an expert on medici
16、ne. 二、 PART TWO 8 In many companies, a product manager 【 B1】 _ -is responsible for planning related to new products as well as to established ones. A large company may have many product managers who report to higher marketing executives. In many large firms-Procter Gamble, Pillsbury, and General Foo
17、ds, to name a few- the product managers job is quite broad. 【 B2】 _ . Responsibilities may include developing new products along with improving established products. Setting marketing goals, preparing budgets, and developing plans for advertising and field selling activities are some of the product
18、managers tasks. At the other extreme, some companies limit product managers activities essentially to the areas of selling and sales promotion. Probably the biggest problem in the product-manager system is that a company will saddle these executives with great responsibility, 【 B3】 _ . They must dev
19、elop the field selling plan, but they have no line authority over the sales force. Product managers do not select advertising agencies, 【 B4】 _ . They have a profit responsibility for their brands, yet they are often denied any control over product costs, prices, or advertising budgets, Their effect
20、iveness depends largely on their ability to influence other executives to cooperate with their plans. Most firms that achieve success in product innovation seem to use one of these four organizational structures for new-product development: product-planning committee, new-product department, venture
21、 team, or product-manager system. Interestingly enough, there are some indications that 【 B5】 _ . The product-manager system was widely adopted and thrived during the period of economic growth, and market expansion in the 1950s to 1970s. In the 1980s, however, 【 B6】 _ , coupled with a trend toward s
22、trategic planning that stressed centralized managerial control. Because of these environmental forces, one study concludes that the product-manager system is being modified in many companies and eventually will be abolished in some firms. A. the product-manager system may change considerably in the
23、1990s B. who reports to marketing director C. yet they dont have to make advertising plans D. many industries experienced slow economic growth in maturing markets E. yet it may not give them the corresponding authority F. sometimes called a brand manager or a merchandise manager G. this executive is
24、 charged with planning the complete marketing program for a brand of group of products H. yet they are responsible for developing advertising plans 9 【 B1】 _ 10 【 B2】 _ 11 【 B3】 _ 12 【 B4】 _ 13 【 B5】 _ 14 【 B6】 _ 三、 PART THREE 14 This is the “designer“ age. People in the West talk of designer labels
25、 and designer violence. The word “designer“ has become an adjective loaded with the symbolism and imagery of the consumer society. For the first time in history, it is possible to live a “designer lifestyle“ if you can afford it. But what does the word “design“ mean? The subject of design covers a w
26、ide range of activities, from materials technology at the hard end to styling and marketing at the soft end. The number of people who have made a contribution to the history of design at any of these levels is vast. Actually the term can also be confined to meaning the people who had the ideas and w
27、ho invented the forms which changed our taste. The term “design“ as we now use it is a modern invention, a product of the division of labor and other economic changes thrown up by the Industrial Revolution in the 18th and 19th centuries. With the rise of mechanized production and standardized produc
28、ts, there came the need for disciplined product planning. No longer did the person who had an idea for something go on to make it. The new order, in which the designer had the idea and the factory-worker manufactured it, meant the designer achieved a new and unprecedented status in the system. The 2
29、0th century design has had an important influence on the Western way of life. Objects have acquired not only culture status, but massive symbolic significance through peoples perceptions of them. The Coca-Cola bottle-the most famous bottle in the world and the classic piece of modern package design
30、now symbolizes the power of the 20th century Western civilization to penetrate and erode other cultures. From modern painters such as Warhol to many contemporary films, Coca-Cola has become a symbol of cultural imperialism, and is such a familiar part of the consumer landscape that it is almost invi
31、sible. The possibility that the Coca-Cola bottle was too familiar worried the company so much that several years ago they redesigned the famous logo and the bottle, and changed the taste of the syrup as part of an on-going battle with rival company Pepsi. So loud was the public outcry, however, that
32、 the company quickly reinstated all three. Making an image and making an object have become indivisible parts of the design process. Coca-Cola owns nothing more than the recipe for a syrup and the copyright on a logo, yet it is a multimillion dollar business. Now design is at the cutting edge of bus
33、iness competition. The importance of design has changed through the various phases of industrial growth, and in the years to come it will increasingly assume a high priority in corporate. Today, placing the idea of quality foremost in purchasers minds is so important that it has spawned a new scienc
34、e-design technology. In todays business environment, the research and development of design ideas has become an essential part of the manufacturing and selling processes. 15 How many meanings does the author give the term “design“? （ A） 2 （ B） 3 （ C） 4 （ D） 5 16 Whats the main idea of Para 3? （ A） T
35、he division of labor and other economic changes. （ B） The need for disciplined product planning came out. （ C） The introduction of the new order. （ D） The history of the term “design“. 17 In Para 4, the author cites Coca-Cola because _. （ A） it is the most famous bottle in the world （ B） it is the m
36、ost classic piece of modern design in the world （ C） people are all familiar with it （ D） it symbolizes the power of the civilization to penetrate and erode other culture 18 Coca-Cola has become a kind of cultural imperialism _. （ A） because it dominates the market （ B） in that its a part of the con
37、sumer landscape （ C） in that its design can be seen almost everywhere （ D） and its almost invisible 19 According to Para 5, which statement is not true? （ A） The Coca-Cola company changed its logo, bottle and. taste several years ago. （ B） It seems that the public strongly opposed the change. （ C） W
38、e can conclude that Coca-Cola expected that the change would beat Pepsi. （ D） At last, Coca-Cola redesigned for a third time. 20 New science-design technology is developed because _. （ A） this is a “designer“ age （ B） good idea of design will attract and maintain consumers （ C） design has become an
39、essential part of the manufacturing and selling processes （ D） design is at the cutting edge of competition 阅读练习试卷 11答案与解析 一、 PART ONE 【知识模块】 阅读 1 【正确答案】 B 【知识模块】 阅读 2 【正确答案】 C 【知识模块】 阅读 3 【正 确答案】 B 【知识模块】 阅读 4 【正确答案】 A 【知识模块】 阅读 5 【正确答案】 A 【知识模块】 阅读 6 【正确答案】 C 【知识模块】 阅读 7 【正确答案】 C 【知识模块】 阅读 二、 PART TWO 【知识模块】 阅读 8 【正确答案】 E 【知识模块】 阅读 9 【正确答案】 A 【知识模块】 阅读 10 【正确答案】 B 【知识模块】 阅读 11 【正确答案】 G 【知识模块】 阅读 12 【正确答案】 D 【知识模块】 阅读 三、 PART THREE 【知识模块】 阅读 13 【正确答案】 C 【知识模块】 阅读 14 【正确答案】 B 【知识模块】 阅读 15 【正确答案】 D 【知识模块】 阅读 16 【正确答案】 A 【知识模块】 阅读 17 【正确答案】 B 【知识模块】 阅读 18 【正确答案】 C 【知识模块】 阅读
