1、MBA（英语）阅读理解练习试卷 24 及答案与解析一、Section III Reading ComprehensionDirections: Read the following four passages. Answer the questions below each passage by choosing A, B, C or D. Mark your answers on ANSWER SHEET 1.0 Selling is the direct confrontation between the company and its customer. Management train
2、ing and material tend to be devoted to “closing the sale”, “effective presentation skills“, “use of visual aids“ , and so on. The one aspect of selling which is often neglected is “prospecting(寻找可能的顾客)“.In advance of any direct selling activity or, indeed, any promotion, it is important to take time
3、 and allocate resources to prospecting for clients. Prospecting identifies buyers and makes the best use of time available for selling. It is the quality, not the quantity, of prospects that matters. Market segmentation(条块化) will show the market segment most likely to yield buyers, e.g. manufacturin
4、g companies with a turnover in excess of 5 million within 50 miles of your offices.Building up a prime prospect file is the most valuable activity a salesperson can do. Once achieved, canvassing(游说顾客) is necessary only to “top up“ the prospect reservoir when the level drops; that is, a prospect is c
5、onverted to a customer, ceases to be a prime prospect and is replaced by another prime prospect.The prospect file will help only if it is kept up to date and used systematically. A follow-up or bring-forward system will force you to plan your time effectively.The selection of prospects can be done a
6、t the desk or by telephone. It involves a relatively low cost resource, compared with a field salesperson. The use of computers enables companies to develop a database of prospects which can be used interactively, depending on sales objectives or changes in strategy. By using a computerized marketin
7、g database, you can analyze important factors such as source of prospect/lead, date last called, change in staff.A new sales in a market sector can open the door to acquiring a number of new prospects in this sector.1 According to the author, in selling people do not attach importance to _.（A）manage
8、ment training and material（B） effective presentation skills（C） search for possible customers（D）successful conclusion of deals 2 The word “prospects“ in the passage most probably means _.（A）things that may become very popular in the near future（B） products that may be well received by customers（C） ma
9、nagers who try to promote the sales of a product（D）people who are expected to buy a product soon 3 One thing that is considered most valuable for a salesperson to do is _.（A）establishing a prime prospect file（B） opening a management training course（C） making use of time and money available（D）obtaini
10、ng sufficient time and resources 4 The following are all the benefits of computerization except _.（A）enabling companies to develop a database of prospects（B） securing an annual turnover in excess of 5million（C） using database of prospects interactively（D）analyzing many important factors 5 Which of t
11、he following do you think is the best title for the passage?（A）A Useful Sales Activity.（B） Helpful If Done Systematically.（C） An Important but Often Neglected Sales Activity.（D）A Newly-created Sales Activity. 5 Is the outcome in a monopolistically (垄断地) competitive market desirable from the standpoi
12、nt of society as a whole? Can policymakers improve on the market outcome? There are no simple answers to these questions.One source of inefficiency is the markup (涨价) of price over marginal cost. Because of the markup, some consumers who value the good at more than the marginal cost of production (b
13、ut less than the price) will be deterred (被阻止) from buying it. Thus, a monopolistically competitive market has the normal deadweight loss of monopoly .pricing.Although tins outcome is clearly undesirable compared to the first-best outcome of price equal to marginal cost, there is no easy way for pol
14、icymakers to-fix the problem. To enforce marginal-cost pricing, policymakers would need to regulate all firms that produce differentiated products. Because such products are so common in the economy, the administrative burden of such regulation would be overwhelming. Moreover, the regulating monopol
15、istic competitors would entail all the problems of regulating natural monopolies. In particular, because monopolistic competitors are making zero profits already, requiring them to lower their prices to equal marginal cost would cause them to make losses. To keep these firms in business, the governm
16、ent would need to help them cover these losses. Rather than raising taxes to pay for these subsidies, policymakers may decide it is better to live with tile inefficiency of monopolistic pricingAnother way in which monopolistic competition may be socially inefficient is that the number of firms in th
17、e market may not be the “ideal“ one. That is, there may be too much or too little entry. One way to think about this problem is in terms of the externalities associated with entry. Whenever a new firm considers entering the market with a new product, it considers only the profit it would make. Yet i
18、ts entry would also have two external effects: a) The product-variety externality: Because consumers get some consumer surplus from the introduction of a new product, there is a positive externality associated with entry b) The business-stealing externality: Because other firms lose customers and pr
19、ofits from the entry of a new competitor, there is a negative externality associated with entry. Thus in a monopolistically competitive market, there are both positive and negative externalities associated with the entry of new firms. Depending on which externality is larger, a monopolistically comp
20、etitive market could have either too few or too many products. Both of these externalities are closely related to the conditions for monopolistic competition. The former arises because a new firm would offer a product different from those of the existing firms. The latter arises because firms post a
21、 price above marginal cost and, therefore, are always eager to sell additional units. Conversely, because perfectly competitive firms produce identical goods and charge a price equal to marginal cost, neither of these externalities exists under perfect competition.In the end, we can conclude only th
22、at monopolistically competitive markets do not have all the desirable welfare properties of perfectly competitive markets. That is, the invisible hand does not ensure that total surplus is maximized under monopolistic competition. Yet because the inefficiencies are subtle, hard to measure, and hard
23、to fix, there is no easy way for public policy to improve the market outcome. 6 Who will be prevented from buying the good?（A）Some consumers who also estimate the value of the good at more than the marginal cost of production.（B） Some consumers who estimate the price of the good at more than the mar
24、ginal cost of the production.（C） Some consumers who have a high opinion of the good at more than the marginal cost of the production.（D）Some consumers who estimate the worth of the good at more than the marginal cost of the production. 7 Why would policymakers need to regulate all firms that produce
25、 differentiated products?（A）Because such products are so common in the economy.（B） Because there is no easy way for policymakers to fix the problem.（C） Because they want to enforce marginal-cost pricing,（D）Because monopolistic competitors are making zero profits. 8 _ policymakers may decide it is be
26、tter to live with the inefficiency of monopolistic pricing.（A）Without raising taxes to pay for these subsidies（B） In order to raise taxes to pay for these subsidies（C） To keep these firms in business（D）Requiring them to lower their prices 9 What does a new firm think about when it considers entering
27、 the market with a new product?（A）Two external effects.（B） The externalities associated with entry.（C） The number of firms in the market.（D）The profit it would make. 10 Why is it difficult for public policy to improve the market outcome?（A）Because it is difficult to measure the inefficiencies.（B） Be
28、cause perfectly competitive firms produce identical goods.（C） Because a new firm would offer a product different from those of the existing firms.（D）Because surplus is maximized under monopolistic competition. MBA（英语）阅读理解练习试卷 24 答案与解析一、Section III Reading ComprehensionDirections: Read the following
29、four passages. Answer the questions below each passage by choosing A, B, C or D. Mark your answers on ANSWER SHEET 1.【知识模块】 阅读理解1 【正确答案】 C【试题解析】 见第一段最后一句“The one aspect of selling which is often neglected isprospecting”。【知识模块】 阅读理解2 【正确答案】 D【试题解析】 从 prospecting 的意思中可以推测出此答案。【知识模块】 阅读理解3 【正确答案】 A【试题解
30、析】 见第三段第一句“Building up a prime prospect file is the most valuable activity a salesperson can do”【知识模块】 阅读理解4 【正确答案】 B【试题解析】 在此短文中 A、C 和 D 都提到了，只有 B 没有提及。【知识模块】 阅读理解5 【正确答案】 C【试题解析】 答案 C 中的 important 和 neglected 两个词较全面地概括了短文的内容，而其他选择都不全面。【知识模块】 阅读理解【知识模块】 阅读理解6 【正确答案】 B【试题解析】 文中讲了是因为过高的标价 markup 阻止了顾
31、客购买，而不是货物的实际价值。【知识模块】 阅读理解7 【正确答案】 C【试题解析】 文中的不定式短语 To enforce marginal-cost pricing 就是表示目的的状语短语。【知识模块】 阅读理解8 【正确答案】 A【试题解析】 文中的 Rather than 和 Without 所表示的意义相同。【知识模块】 阅读理解9 【正确答案】 D【试题解析】 句子 Whenever a new firm considers entering the market with a new product，it considers only the profit it would make明确地告诉了答案。【知识模块】 阅读理解10 【正确答案】 A【试题解析】 文中最后一句中的 subtle，hard to measure，and hard to fix，there is no easy way 等的意思就是 difficult。【知识模块】 阅读理解
