题目内容
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A．Right
B．Wrong
C．Doesn't say
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A.-mail
B.atabase
C.Network Infrastructure
D.Systems Management
阅读理解：阅读下面的短文，根据文章内容进行判断，正确写“T”错误写“F”。
Feedback from your customers is very important. The more information you have from them, the more competitive you will be in your field. The following techniques will help you know what the customers think of your business.
1. Ask your customers directly and cater to their wishes. This is the simplest way to find out what people want from your service or product. When hotel customers are asked what they want for their breakfast and then the hotel staff are asked what they think the customer wants, the answers are quite different.
2. Be a customer yourself and find out what your customers experience when they use your service. This is one of the most obvious but underused ways for getting feedback. For example, you can act as one of the customers in a wheelchair, and see how you’re treated.
3. Use a focus group. Focus groups are representatives of customers whose job is to provide you with information on their needs and preferences.
4. Use questionnaires and surveys. This is one of the most well-established feedback techniques. When well-conducted, they usually work well.
5. Encourage your front-line staff to build strong relationships with customers. Your front-line staff are the most resourceful and reliable, as well as the least costly, of your customer feedback sources. Their communication with the customers will become important information for improving customer care.
You may deliver the best service in the world. But if it is not what people want, you’re wasting your time. Implement one, two, three or all of the above techniques, and your service and product will improve overnight.
1. Hotel customers and hotel staff think the same about breakfast.{T、F}
2. A good or bad experience of a customer in a wheelchair in your shop shows whether your service is good or not.{T、F}
3. It’s not necessary to know about the customers’ needs and preferences. {T、F}
4. Questionnaires are useful in getting feedback from customers.{T、F}
5. Front-line staff have nothing to do with improving customer service.{T、F}
Every customer attending the salon is first seen by a salon assistant, who washes their hair; next, by a senior stylist, who cuts or treats the hair depending on which service the customer wants; then finally, a junior stylist who dries their hair. The average length of time spent with each member of staff is as follows:
The salon is open for eight hours each day for six days per week. It is only closed for two weeks each year. Staff salaries are $40,000 each year for senior stylists, $28,000 each year for junior stylists and $12,000 each year for the assistants. The cost of cleaning products applied when washing the hair is $0·60 per client. The cost of all additional products applied during a ‘treatment’ is $7·40 per client. Other salon costs (excluding labour and raw materials) amount to $106,400 each year.
Glam Co charges $60 for each cut and $110 for each treatment.
The senior stylists’ time has been correctly identified as the bottleneck activity.
Required:
(a) Briefly explain why the senior stylists’ time has been described as the ‘bottleneck activity’, supporting your answer with calculations. (4 marks)
(b) Calculate the throughput accounting ratio (TPAR) for ‘cuts’ and the TPAR for ‘treatments’ assuming the bottleneck activity is fully utilised. (6 marks)
1.The marketing concept discussed in the passage is, in essence, ____________.
A.the practice of turning goods into money
B.making goods available for purchase
C.the customer-centred approach
D.a form. of persuasive salesmanshi
2.What was the main concern of industrialists before the marketing concept was widely accepted？（）
A.The needs of the market
B.The efficiency of production
C.The satisfaction of the user
D.The preferences of the dealer
3.According to the passage, “to move as much of these goods as possible” (Lines 3-4, Para.I) means “_______________”.
A.to sell the largest possible amount of goods
B.to transport goods as efficiently as possible
C.to dispose of these goods in large quantities
D.to redesign these goods for large-scale production
4.What does the restoration of the Classic Coke best illustrate？（）
A.Traditional goods have a stronger appeal to the majority of people
B.It takes time for a new product to be accepted by the public
C.Consumers with conservative tastes are often difficult to please
D.Products must be designed to suit the taste of the consumer
5.In discussing the marketing concept, the author focuses on ___________.
A.its main characteristic
B.its social impact
C.its possible consequence
D.its theoretical basis
a focus ___4____ what the customer wants and needs is essential __5____ successful marketing efforts.this customer-orientation should go hand-in-hand with the company’s objectives of maintaining a __6____ volume of sales.marketing is a creative process combining all the activities needed to __7___ both of these objectives.
the process of marketing begins __8____ discovering what product customers want to buy.providing the features and quality customers want is a/an ___9____ first step in marketing.you will be facing an uphill battle if you provide something you want to produce and then try to ___10_____ someone to buy it.
1.A.future
B.potential
C.invisible
D.visible
2.A.components
B.elements
C.features
D.factors
3.A.focusing
B.focused
C.fixed
D.fixing
4.A.to
B.on
C.at
D.in
5.A.on
B.at
C.to
D.in
6.A.profit
B.profitable
C.many
D.much
7.A.reach
B.get to
C.accomplish
D.achieve
8.A.with
B.in
C.at
D.by
9.A.critical
B.important
C.significant
D.necessary
10.A.ask
B.advise
C.persuade
D.convince
His purpose is settled and decided. He knows what he wants and he just finds it and buys it, but cares little about the price. All men simply walk into a shop and ask the assistant for what they want. If the shop has it, the salesman quickly takes it out, and the business of trying it on follows at once. If all is well, the deal(买卖) can be and is often completed in less than five minutes, with hard any chat and to everyone's satisfaction.
For a man, small problems may begin when the shop does not have what he wants, or does not have exactly what he wants. In that case the salesman tries to sell the customer something else—he offers the nearest he can to the thing asked for. He would say, "I know this jacket is not the style. you want, Sir, but would you like to try it on for size？ It happens to be the color you mentioned." Few men have patience (耐心 ) with this treatment, and the usual answer is, "This is the right color and may be the right size, but I should be wasting my time and yours by trying it on."
Now how docs a woman go about buying clothes？ In almost every respect (方面) she does so quite differently. Her shopping is not often based on need. She has never fully made up her mind about what she wants, and she is only "having a look around". She is always open to what the salesman tells her, even to what her friends tell her. She will try on any number of things. What is most important in her mind is the thought of finding something that everyone thinks suits her. Besides, most women have an excellent sense of value when they boy clothes. The), are always ready for the unexpected bargain (便宜货). Faced with a roomful of dresses, a woman may easily spend an hour going from one counter to another before selecting the dresses she wants to try on. It takes time, but surely it is enjoyable to women shoppers. Most dress shops provide chairs for the waiting husbands.
When a man is buying clothes, ______.
A．he buys cheap things and does not care about the quality
B．he chooses things that others recommend
C．he does not mind how much he has to pay for the right things
D．he buys good quality things, so long as they are not too expensive
For a man, slight problems may begin when the shop does not have what he wants, or does not have exactly what he wants. In that case the salesman, as the name implies, tries to sell the customer something else, he offers the nearest he can to the article required. No good salesman brings out such a substitute bluntly; he does so with skill and polish; "I know this jacket is not the style. you want, sir, but would you like to try it for size. It happens to be the color you mentioned. " Few men have patience with this treatment, and the usual response is :" This is the right color and may be the right size, but I should be wasting my time and yours by trying it on.
Now how does a woman go about buying clothes？ In almost every respect she does so in the opposite way. Her shopping is not often based on need. She has never fully made up her mind what she wants, and she is only" having a look round". She is always open to persuasion; indeed she sets great store by what the saleswoman tells her, even by what companions tell her. She will try on any number of things. Uppermost in her mind is the thought of finding something that everyone thinks suits her. Contrary to a lot of jokes, most women have an excellent sense of value when they buy clothes. They are always on the lookout for the unexpected bargain. Faced with a roomful of dresses a woman may easily spend an hour going from one rail to another, to and fro, often retracing her steps, before selecting the dresses she wants to try on. It is a laborious process, but apparently an enjoyable one. Most dress shops provide chairs for the waiting husbands.
According to the passage, when a man is buying clothes, ______.
A．he buys cheap things, regardless of quality
B．he chooses things that others recommend
C．he does not mind how much he has to pay for the right things
D．he buys good quality things, so long as they are not too dear
Section B
Directions: There are 2 passages in this section. 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.
Technology, entrepreneurship (创业能力) and innovations are keywords that sum up the new era.
The Internet is not just a technology, it is also about marketing. Companies which do not use the Net as a marketing tool will lose their competitiveness.
The function of information technology in marketing is more than just receiving orders on the Net. The Net offers a means of attracting clients by providing them information, something not possible in the past. It has changed the way of service and is more efficient and more capable of providing comprehensive customer service.
The Net has revolutionized the way companies are run. Electronic mail, for instance, has improved management efficiency tremendously. The traditional telephone conversations and face-to-face contacts could be easily interrupted and were inefficient. Now you need perhaps to spend just a couple of hours on e-mailing. Besides, it is now much easier to gather information to help make the right decision.
The New Economy has also led to the mushrooming of IT or Internet-related firms as though the mere setting up of such a company is a guarantee of high profits. This means businesses must have good human resource management practices so as not to lose talented employees.
Technology is a tool and a change in mindset (思想的形式) is required to do away with a hierarchical (等级的) system. This is related to entrepreneurship and innovations. What is needed are people who can think independently. A flat organization reduces the layers of management. This is absolutely fine if every worker is capable of thinking and working on his own. But there are many who feel insecure when they can no longer rely on others. They will have to learn new mode of thinking.
According to the passage, if a company wants to win in the market, it should ______.
A．carry out reform. policies
B．adopt advanced technology
C．compete with other enterprises
D．use the Internet as its marketing tool
sports retailing business in the UK has undergone a major change over the past ten years. First of all the supply side
has been transformed by the emergence of a few global manufacturers of the core sports products, such as training
shoes and football shirts. This consolidation has made them increasingly unwilling to provide good service to the
independent sportswear retailers too small to buy in sufficiently large quantities. These independent retailers can stock
popular global brands, but have to order using the Internet and have no opportunity to meet the manufacturer’s sales
representatives. Secondly, UK’s sportswear retailing has undergone significant structural change with the rapid growth
of a small number of national retail chains with the buying power to offset the power of the global manufacturers.
These retail chains stock a limited range of high volume branded products and charge low prices the independent
retailer cannot hope to match.
Good Sports has survived by becoming a specialist niche retailer catering for less popular sports such as cricket,
hockey and rugby. They are able to offer the specialist advice and stock the goods that their customers want.
Increasingly since 2000 Good Sports has become aware of the growing impact of e-business in general and e-retailing
in particular. They employed a specialist website designer and created an online purchasing facility for their
customers. The results were less than impressive, with the Internet search engines not picking up the company
website. The seasonal nature of Good Sports’ business, together with the variations in sizes and colours needed to
meet an individual customer’s needs, meant that the sales volumes were insufficient to justify the costs of running
the site.
Bob, however, is convinced that developing an e-business strategy suited to the needs of the independent sports
retailer such as Good Sports will be key to business survival. He has been encouraged by the growing interest of
customers in other countries to the service and product range they offer. He is also aware of the need to integrate an
e-business strategy with their current marketing, which to date has been limited to the sponsorship of local sports
teams and advertisements taken in specialist sports magazines. Above all, he wants to avoid head-on competition
with the national retailers and their emphasis on popular branded sportswear sold at retail prices that are below the
cost price at which Good Sports can buy the goods.
Required:
(a) Provide the partners with a short report on the advantages and disadvantages to Good Sports of developing
an e-business strategy and the processes most likely to be affected by such a strategy. (12 marks)
