《新编商务英语阅读教程》（第二版）练习参考答案

evaluation. Strategy-evaluation activities should be performed on a continuing basis, rather than at the end of specified periods of time or just after problems occur. Managers and employees of the firm should be continually aware of progress being made towards achieving the firm's objectives. As a critical success factors change, organization members should be involved in determining appropriate corrective action.

The difficulty in the process of strategy evaluation is as following: 1. Increase in environment's complexity 2. Difficulty predicting future with accuracy 3. Increasing number of variables 4. Rate of obsolescence of plans 5. Domestic and global events

6. Decreasing time span for planning certainty

IV.

Passage One

direction fulfill However that desires too which one both possible therefore from latter

Passage Two

capital developing favor mission globalization against generation financial possible economics senior resign

V.

1C 2A 3D 4E 5B 6F

Unit Five I.

1. 营销组合C 2. 目标市场F 3. 营销策略G 4. 市场细分A 5. 一般市场E 6. 产品市场H 7. 市场渗透B

8. 多目标市场策略D

II.

Passage One

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由于服务通常是同时生产和消费的，所以顾客常常出现在企业的工厂内，与企业员工直接接触，并且实际上成为服务生产过程的一部分。同时，因为服务是无形的，顾客常常总是在寻找有形的提示以帮助自己了解服务体验的本质。比如，在旅馆业，酒店的设计、布置以及员工的外貌和态度会影响到顾客的感知和体验。

承认这些额外变量的重要性使得服务营销人员采纳服务营销组合这个延伸的概念。除了传统的4P’s，服务营销组合还纳入了人员、有形展示和过程。

人员 参与服务提供并因此而影响购买者感觉的全体人员，即企业员工、顾客以及处于服务环境中的其他顾客。

有形展示 服务提供的环境、企业与顾客相互接触的场所，以及任何便于服务履行和沟通的有形要素。

过程 服务提供的实际程序、机制和作业流，即服务的提供和运作系统。

Passage Two

公司的现有产品面临着有限的生命周期，因此必须以新产品来替代。但是新产品也可能失败，因为创新的风险和回报一样大。新产品成功的关键在于整个企业的共同努力、缜密的计划以及系统化的新产品开发。新产品开发包括八个阶段。始于构思产生，然后是构思筛选，公司根据自己的标准将剔出某些创意。构思筛选后形成产品概念，从消费者的角度勾画详细的产品概念。下一步将进行概念测试，让一些目标群体测试产品概念，以确定产品的吸引力。通过的产品概念将进入营销策略制定阶段，从产品概念的角度制定营销策略。在商业分析阶段，将分析产品的销售、成本、利润以确定是否符合公司的目标。通过了以上阶段，产品概念将进行具体的产品开发，然后市场测试，最后推广到实处。

每种产品都有一个生命周期，以一组不断变化的问题和机遇为标志。典型的产品销售曲线为S型，由五个阶段组成。产品生命周期从产品开发期开始，企业寻找并开发一种新产品构思。产品引入期以缓慢增长和较低利润为标志，在该阶段，产品进入销售渠道并到达市场。如果成功的话，该产品就进入成长期，以快速增长的销售和不断增长的利润为标志。接着便是成熟期，销售增长缓慢，利润保持稳定。最后，产品进入销售和利润都缩减的衰退期。在该阶段，公司的主要任务是确认处于衰退期的产品，并决定是维持还是放弃该产品。

III.

Passage One

Today’s successful companies----whether large or small, for-profit or non-profit, domestic or global----share a strong customer focus and a heavy commitment to marketing. Many people think of marketing as only selling or advertising. But marketing combines many activities----marketing research, product development, distribution, pricing, advertising, personal selling, and others----designed to sense, serve, and satisfy consumer needs while meeting the organization’s goals. Marketing seeks to attract new customers by

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promising superior value and to keep current customers by delivering satisfaction.

Marketing operates within a dynamic global environment. Rapid changes can quickly make yesterday’s winning strategies obsolete. Marketers face many challenges and opportunities. To be successful, companies will have to be strongly market focused.

Marketing is a social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. The core concepts of marketing are needs, wants, and demands; products and services; value, satisfaction, and quality; exchange, transactions, and relationships; and markets. Wants are the form assumed by human needs when shaped by culture and individual personality. When backed by buying power, wants become demands. People satisfy their needs, wants, and demands with products and services. A product is anything that can be offered to a market to satisfy a need or want. Products also include services, and other entities such as experience, persons, places, organizations, information, and ideas.

Passage two

Good products and marketing programs start with a complete understanding of consumer needs and wants. Thus, the company needs sound information in order to produce superior value and satisfaction for customers. The company also requires information on competitors, resellers, and other actors and forces in the marketplace.

The marketing information system (MIS) consists of people, equipment and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. A well-designed information system begins and ends with users. The MIS first assesses information needs, then develops information from internal databases, marketing intelligence activities, and marketing research. Internal databases provide information on the company’s own sales, costs, inventories, cash flows, and accounts receivable and payable. Such data can be obtained quickly and cheaply but often need to be adapted for marketing decisions. Marketing intelligence activities supply everyday information about developments in the external marketing environment. Marketing research consists of collecting information relevant to a specific marketing problem faced by the company. Lastly, the MIS distributes information gathered from these sources to the right managers in the right form and the right time to help them make better marketing decisions.

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Some marketers face special marketing research situations, such as those conducting researching in small business, nonprofit, or international situations. Marketing research can be conducted effectively by small businesses and nonprofit organizations with limited budgets. International marketing researchers follow the same steps as domestic researchers but often face more and different problems. All organization need to respond responsibly to major public policy and ethical issues surrounding marketing research, including issues of intrusion on consumer privacy and misuse of research findings.

IV.

Passage one

responsible; development; tailoring; likely; instead; focused; state; introduced; reliance; serve; preference; identifying; broaden; distribution; accustomed; capture; what; gain; validity; reason

Passage two

survey; significantly; both; published; which; recipient; for; chosen; honoring; named; consulted; strategy; member; from; throughout; apply; competitiveness; position; global V.

1. C 2. E 3. B 4. A 5. F 6. D

Unit Six I.

1. 簿记E 2. 财务报表K

3. 国际会计准则理事会H 4. 国际会计师联合会A 5. 内幕交易C 6. 逃税B 7. 财务会计J 8. 管理会计D 9. 税务会计L

10. 国际会计准则F 11. 独资（经营）G 12. 政府会计I

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