国家开放大学2023年秋季学期期末统一考试 高级商务英语阅读试题（含答案）

试卷代号：11360　　考试时间：2024年1月

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Information for the examinees:

This examination consists of three sections. They are:

Section One: Words (20 points)

Section Two: Reading Comprehension (64 points)

Section Three: Translation (16 points)

The total marks for this examination are 100 points. Time allowed for completing this examination is 90 minutes.

Section One: Words（20 points, 2 points each）

Directions: Match the English words on the left with the Chinese words on the right.

1. delegate

a. 商品

标准答案：c

2. least-developed

b. 有形的

标准答案：g

3. mechanism

c. 代表

标准答案：e

4. commodity

d. 崩溃

标准答案：a

5. handle

e. 机制

标准答案：i

6. tangible

f. 宪章

标准答案：b

7. evaporate

g. 最不发达的

标准答案：j

8. breakdown

h. 变量

标准答案：d

9. charter

i. 处理标准答案：f

10. variable

j. 蒸发

标准答案：h

Section Two: Reading Comprehension（64 points）

Part 1（21 points, 3 points each）

Directions: Read the following passage and then match the paraphrased statements (11-17) to the letter (A, B, C,D or E).

Endeavor to Shape the Future of Humanity

A

In my speech at the United Nations Office at Geneva two years ago, I raised a question; "What is happening to the world and how should we respond?" The world today is undergoing momentous changes unseen in a century. Peace and development remain the underlying trend of our time, yet humanity is faced with many common challenges, particularly mounting instability and uncertainty.

As a French proverb goes, every man is the architect of his own fate. All countries need to demonstrate a strong commitment to their global responsibilities in the face of daunting global challenges. Indeed, they need to determine a decisive direction for humanity at this juneture. We must take action instead of simply watching as bystanders, and endeavor to shape the future of humanity.

B

First, we need to address the governance deficit in a fair and equitable way. Across the globe, flashpoints keep emerging. Non-conventional security threats, such as climate change, cybersecurity, and the refuge crisis, are spreading. Protectionism and unilateralism are mounting. The global governance system and the multilateral system are under assault. It is therefore important that we promote global governance that is based on consultation and cooperation and will benefit all. We should ensure that global affairs are managed by all the people through consultation; and we should work together to see that rule-making in global governance is more democratic. We should uphold multilateralism as represented by the United Nations, give full play to the construction role of the World Trade Organization (WTO), the International Monetary Fund, the World Bank, the Group of 20, the European Union and other international and regional multilateral mechanisms, and work together to build a global community of shared future.

C

Second, we need to strengthen consultation and mutual understanding to address the trust deficit. Trust is the best adhesive to bring countries together. We are seeing more competition and friction, and more geopolitical rivalry, which have eroded international trust and cooperation. We need to enhance mutual trust and respect, make full use of dialogue and consultation, and seek common ground while shelving and reducing differences. We need to engage in candid and in-depth dialogue to enhance strategic mutual trust and reduce misgivings. We need to pursue the greater public good and shared interests and build global partnerships for a shared future for all countries. We also need to promote dialogue between different civilizations so as to increase mutual understanding and appreciation, and ensure that peoples of all countries have understanding, respect and trust of each other and are close to each other. In current China-EU relations, cooperation far outweighs competition, and even such competition is benign in nature. We should trust each other and forge ahead together.

D

Third, we need to enhance solidarity to address the peace deficit. The current global security environment is still a source of concern. Local wars and conflicts continue, and some parts of the world are plagued by terrorism, devastating the lives of many,particularly children. We should take a new approach towards security and pursue common, comprehensive, cooperative and sustainable security. We must reject the Cold War mentality, the zero-sum game mindset, and the law of the jungle, and promote peace and security through cooperation. We should resolve disputes through peaceful means, oppose the arbitrary use or threat of force,oppose any provocation and escalation of tensions for self-interest, and reject the practice of shifting trouble onto neighbors and seeking gain at the expense of others. All countries should pursue peaceful development in a common endeavor to achieve enduring global peace.

E

Fourth, we need to pursue mutually beneficial cooperation to address the development deficit. Economic globalization is an engine of global growth. However, a trend against globalization is emerging, and the harm of protectionism is all too visible. Income disparity and the imbalance in development among regions are growing. They have become the most pressing issues to tackle when it comes to world economic governance. We need to pursue innovation-driven development to foster dynamic growth. We need to take a well-coordinated and interconnected approach to enhance open and win-win cooperation. We need to uphold equity and inclusiveness to promote balanced and inclusive development so that people across the world can all benefit from economic globalization. China supports efforts to carry out necessary reform of the WTO, to make the world economy more open, and to safeguard the multilateral trading system, thus enabling economic globalization to advance in the right direction. The Belt and Road Initiative enriches international economic cooperation and multilateralism, and it offers an important way of achieving global growth and common development. China welcomes France and other countries to take part in the Belt and Road Initiative.

11. The world is undergoing transformation at an unprecedented pace.

标准答案：A

12. We should give full play to the construction role of the World Trade Organization, the International Monetary Fund, the World Bank, the Group of 20, and other international and regional multilateral mechanisms.

标准答案：B

13. In current China-EU relations, cooperation far outweighs competition, and even such competition is benign in nature.

标准答案：C

14. Income disparity and the imbalance in development among regions are growing.

标准答案：E

15. The countries need to engage in candid and in-depth dialogue to enhance strategic mutual trust and reduce misgivings.

标准答案：C

16. Local wars and conflicts continue, and some parts of the world are plagued by terrorism, devastating the lives of many,particularly children.

标准答案：D

17. Non-conventional security threats, such as climate change, cybersecurity, and the refuge crisis, are spreading.

标准答案：B

Part 2（18 points, 3 points each）

Directions: Read the following passage and choose the best sentence (A-F) to fill each of the gaps.

What I like about the Fortune 500 list

The Fortune 500 isn't made for light reading.(18) ______

The 500 is based on U. S -based companies' publicly reported revenue, not on any quality-based metrics: You get high-grade companies such as Warren Buffett's Berkshire Hathaway (No. 7) nestled near utter dogs such as Fannie Mae (No. 5).(19) ______

My favorites:

LeBron who? Last summer, Cleveland sustained a psychic trauma when basketball star LeBron James dumped the Cavaliers and went to Miami. Now the home of the Rock and Roll Hall of Fame has gotten a little mojo back by adding a company to the Fortune 500: Cliffs Natural Resources. (20) ______

It could have been better for Cleveland, though. The company used to be known as Cleveland-Cliffs Inc. but renamed itself in 2008, saying, "We' re no longer only a North American iron ore player." LeBron- Cliffs, anyone?

Chrysler returns. The automaker fell off the list 13 years ago, when it was acquired by Daimler-Benz (later DaimlerChrysler) in what proved to be one of the worst corporate deals ever, right up there with Time Warner (owner of Fortune's publisher) selling itself to AOL in 2001. Daimler dumped Chrysler onto the Cerberus leveraged buyout firm, which put up almost nothing but still overpaid. (21) ______It has no publicly traded stock. Under the terms of its federal bailout, however,it has to file financial reports with the SEC,so it's list-eligible again. Welcome back,No. 59.

Exit Unisys. Enter Cognizant. These two information technology firms are heading in opposite directions.(22) ______But the company's revenue dropped in 2010, and this year it's fallen off the list, to No. 520. Meanwhile, Cognizant, on Fortune's list of fastest-growing companies for a record eight straight years,has grown its way into the 500 (No. 484) only three years after first making the Fortune 1,000.Cognizant, formed in 1994,is a creature of the offshoring world,with most of its development centers in India. Unisys,by contrast, was formed in 1986 by combining old-line computer companies Burroughs and Sperry.

Finally, Buffett. His Berkshire Hathaway cracked the top 10 in revenue and profit for the first time because last year it bought the 78 percent of Burlington Northern that it didn't already own. (Buffett, a longtime director of The Washington Post Co., steps down this month.) As part of that deal,Buffett split Berkshire Hathaway's B shares 50 for1.(23) ______So I decided it was time to sell half my Berkshire stake, held in an IRA, into the run-up. The stock's since risen 10 percent. Oh,well. Yet another example of why he's Warren Buffett and I write for a living.

A. Unisys was one of only 62 companies to have been in the 500 every year since Fortune started the list in1955.

B. Cliffs, which is heavy into iron ore pellets, coal and other industrial raw materials, doubled its revenue with the aid of acquisitions and leapt to No. 477 on this year's list from No. 750 last year.

C. I found some of this year's corporate comings and goings especially interesting.

D. That got it listed on the S&P 500 index, forcing index investors to buy it and running up its price.

E. Chrysler went broke and is now run by Fiat; it is owned primarily by Fiat and a trust for Chrysler workers and retirees.

F. But if you leaf through the list at random,the way I used to leaf through the Book of Knowledge encyclopedia when I was a kid, you come across all sorts of stuff that' s kind of fun.

18. 标准答案：F

19. 标准答案：C

20. 标准答案：B

21. 标准答案：E

22. 标准答案：A

23. 标准答案：D

Part 3（15 points, 3 points each）

Directions: Read the following passage and choose the best statement (A, B, C or D) for each question.

When it comes to marketing-is digital really the new traditional? What do you think? That's a long-standing debate that has marketers on both fronts defending the merits of each. Does that mean that you need to do both? No-you need to do what is most effective for your business.

This means Choosing the medium that is cheaper;, Picking a strategy that has better reach; and Using a platform that gives you tangible, almost direct, response.

All of these can be easily accomplished by digital marketing techniques. This is why I think digital is the way to go. But depending on what your business actually needs, another question worth exploring would also be: how can digital and traditional marketing work together for your brand?

Cost

Digital marketing wins this one, hands down. Even stalwart traditional marketers know that they cannot compete with the Internet's potential to reach thousands with just a single post.

But don't be too quick to dismiss what traditional media can do in support of your digital efforts! Printing something on a billboard or paying for some ad space on a newspaper with a call to action that pulls focus to your online initiatives can be a great way to expand exposure.

How You Measure Results

Tracking your businesses customers and clients and knowing how they found you has been a question marketers have faced since the very beginning of advertising.

Understanding which ads work the best and where to place those ads is one of the most important ways to increase your profits.

With traditional marketing, measuring the return on investment can be difficult.

If you spend $ 500 per month on a billboard, you really have no way to know how many people saw the billboard or newspaper ad. You have no idea how many of those people purchased a product in your store.

But, with online (digital) marketing, and the right tools, you know how many people saw your post, ad, or video,how many of those people visited your brand's website and if you sell online products, you can even see how many of those people purchased your product or booked your service.

Digital campaign makes it easier to track and measure specific goals for your marketing efforts. This is in stark contrast to traditional marketing where it's harder to track who actually switched to another channel when your commercial came on, who took the time to read your ad in the newspaper or how many actually opened the direct mail you sent them vs how many were left unopened after you had sent them.

Messaging

Digital platforms offer a way for your business to reach out and make that much needed connection more meaningful for your audience, and it's up to how well you actually know them.

Depending on who you want to speak to, you can tailor-fit your marketing efforts accordingly. For instance, if you want to reach out to traditionalists, you might want to consider that these generations might appreciate a combination of digital and traditional efforts.

On the other hand, if you want to speak to members of Generation Z, it might be best to focus all your efforts on forms of media that they are most comfortable with such as video, blogs, email and mobile initiatives.

24. Which of the following statements about marketing is not true according to the passage?

A. Traditional marketing is still alive in business.

B. Traditional marketing includes notices, announcements and handouts on TV, billboard and radio.

C. With traditional marketing, people can know how many people saw the billboard advertisement.

D. Digital marketing is considered as the most effective for marketing.

标准答案：A

25. If a company wanted to change its marketing methods, it might consider all of the following factors except

A. cost

B. reaching better media

C. results measuring

D. weather

标准答案：D

26. The main advantage of digital marketing is that.

A. It is more expensive than traditional media.

B. It can only reach the younger generations.

C. It can help the business owners to know how many people saw the online advertisement.

D. It is meaningful for audiences.

标准答案：C

27. The word "stalwart" might have similar meaning to

A. helpful

B. faithful

C. diligent

D. deceptive

标准答案：B

28. What years do you think Generation Z starts?

A. 1986

B. 1976

C. 1996

D. 1966

标准答案：C

Part 4（10 points, 1 point each）

Directions: Read the following passage and fill each gap with the best word (A, B, C or D).

Components of a Product

On the surface it seems a product is simply a marketing offering, (29) ______ tangible or intangible, that someone wants to purchase and consume, in which case one might believe product decisions are focused exclusively on designing and building the consumable elements of goods, services or ideas. For instance, one might think the key product decision for a manufacturer of floor cleaners is to focus on creating a (30) ______ that cleans more effectively. In actuality, while decisions related to the consumable parts of the product are extremely important, the Total Product consists of more than what is (31) ______. The total product offering and the decisions facing the marketer can be broken down into three key parts:

1. Core Benefits

2. Actual Product

3. Augmented Product

Core Benefits

Consider that people make buying decisions that satisfy their needs. While many needs are addressed by the consumption of a product or service, some needs are not. For instance, customers may need to be perceived highly by other members of their (32) ______ or need a product that is easy to use or need a risk-free purchase. In each of these cases, and many more, the core product itself is the benefit the customer receives from using the product.

In some cases these core benefits are (33) ______ by the product itself (e. g., floor cleaner) while in other cases the benefit is offered by other aspects of the product (e. g.,the can containing the floor cleaner that makes it easier to spread the product). Consequently, at the very heart of all product decisions is determining the key or core benefits a product will provide. From this decision, the rest of the product offering can be developed.

Actual Product

The core benefits are offered through the components that make up the actual product the customer purchases. For instance, when a consumer (34) ______ home from shopping at the grocery store and takes a purchased item out of her shopping bag, the actual product is the item she holds in her hand.

Within the actual product is the consumable product, (35) ______ can be viewed as the main good, service or idea the customer is buying. For example, while toothpaste may come in a package that makes dispensing it easy,the Consumable Product is the paste that is placed on a toothbrush. But marketers must understand that while the consumable product is, (36) ______ most cases, the most critical of all product decisions, the actual product includes many separate product decisions including product features, branding, packaging, labeling, and more.

Augmented Product

Marketers often surround their actual products with goods and services that provide additional value to the customer's purchase. While these factors may not be key reasons (37) ______ customers to purchase (i.e.,not core benefits), for some the inclusion of these items strengthens the purchase decision while for (38) ______ failure to include these may cause the customer not to buy. Items considered part of the augmented product include guarantee, warranty, customer service, complementary products and accessibility.

29. A. however  B. that  C. neither  D. whether

标准答案：D

30. A. liquid  B. formula  C. form  D. thing

标准答案：B

31. A. perceived  B. got  C. consumed  D. thought

标准答案：C

32. A. family  B. company  C. team  D. group

标准答案：D

33. A. shown  B. manifested  C. offered  D. referred

标准答案：C

34. A. coming back  B. returns back  C. going back  D. returns

标准答案：D

35. A. that  B. it  C. which  D. this

标准答案：C

36. A. at  B. under  C. for  D. in

标准答案：D

37. A. resulting  B. leading  C. making  D. forcing

标准答案：B

38. A. some  B. some others  C. others  D. another

标准答案：C

Section Three: Translation（16 points）

39. Translate the following paragraph into Chinese.

Many small companies have also established online stores for group buying,which enable customers to obtain goods at a discount so long as a certain number of people make the purchases. China had about 4,000 group-buying websites in December, up from 2, 630 in January 2011. "About 1 million small companies were brought into the e-commerce market through online group buying last year," an analyst with the research firm Analysys International said.

标准答案：很多小公司也建立了提供团购服务的网店，只要凑够一定人数购买，顾客就能以折扣价购入商品。2011年12月，我国团购网站数量约有4000家，而当年1月仅有2630家。易观国际咨询公司的分析师表示：“去年，约有100万家小微企业通过网络团购模式进入了电子商务市场。”

翻译评分标准

13-16分：译文正确，文字通顺，语句符合汉语习惯，仅有个别小错。

10-12分：译文基本上表达出原文的意思，个别语句不符合汉语习惯，有些用词欠准确。

7-9分：译文勉强表达出原文意思，有时出现语言错误或漏译。

3-6分：译文仅表达出一小部分原文意思，用词不准确，语句不符合汉语习惯，有非常明显的语言错误。

0分：译文混乱不成句，只写出个别单词，或译文和原文不相关。