2021 综合商务英语II(天水师范学院) 最新满分章节测试答案

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本课程起止时间为:2021-03-08到2021-06-30
本篇答案更新状态:已完结

【作业】Unit 1 Brands Case Study

1、 问题:Case Study Topic: How to protect the brand? Background: Hudson Corporation, based in New Jersey, USA, makes top-of-the-range luggage and travelaccessories. It is a well-known brand name in the USA. Its suitcases and bags are associated with high quality, traditional design and craftsmanship Hudson emphasizes in its advertising that its products are ‘made in America’. Recently, the company’s market share in the USA hasdecreased. One reason for this has been the increased competition from Asian companies selling similar products at much lower prices. A year ago, the management decided to boost sales by entering the European market, focusing initially on Switzerland, Germany, France and Italy. They set up a branch office and warehouse facility in Zurich, which would be the base for their European expansion. Task 1: Based on the background information, please write down the difficulties Hudson Corporation is facing on the right-hand side of the following table.Company Brand name Market share Competitors Recent developments
评分规则: 【 Company Hudson Corporation
Brand name Well-known, associated with high quality, traditional design andcraftsmanship (teach this last word if necessary)
Market shareDeclining in the USA because of increased competition from Asia
CompetitorsAsian competitors offer similar products at lower prices
Recent developmentsEntered Europe a year ago –Switzerland, Germany, France and Italy. Office and warehouse in Zurich used as a base for expansion
】

2、 问题:Task 2：Four of Hudson’s American managers are talking about the problems they could face in Europe. Listen and make notes on the key points.Diana Ruth Tom Cornelius
评分规则: 【 DianaHudson will have to do a lot of advertising. May need to adapt their products for European markets.RuthHave to get pricing right. Can charge high prices if we position (teach this use of the word) the brand as one for luxury goods, justifying high price. Europeans less price-conscious than Americans.
TomGo downmarket, reduce prices and increase volumes.CorneliusIncrease range and stretch brand.
】

Unit 1 Brands Unit 1 quiz

1、 问题:__ goods are of very high quality and intended to be bought by rich people.
选项：
A:Downmarket
B:Upmarket
C:Valuable
D:Expensive
答案: 【Upmarket 】

2、 问题:This could be the winning game for the __, who only needs two more points for the championship.
选项：
A:follower
B:winner
C:loser
D:challenger
答案: 【challenger】

3、 问题:It is the management and boards of the banks that must recreate customer and __value.
选项：
A:shareholder
B:stakeholder
C:goods
D:seller
答案: 【shareholder 】

4、 问题:When it is done properly, arts __ can be more effective than advertising.
选项：
A:relationship
B:friendship
C:sponsorship
D:ownership
答案: 【sponsorship 】

5、 问题:__ usually sell cheap things in large quantities, or offer only a very limited range of goods.
选项：
A:Chain stores
B:Discounters
C:Corner shops
D:Groceries
答案: 【Discounters 】

6、 问题:Sydney Toledano is Bernard Arnault’s boss in Dior.
选项：
A:正确
B:错误
答案: 【错误】

7、 问题:Mr. Toledano said people should spend time on the organization when times were bad.
选项：
A:正确
B:错误
答案: 【错误】

8、 问题:When Mr. Toledano worked in Dior, he realized China would one day be prime territory for luxury.
选项：
A:正确
B:错误
答案: 【错误】

9、 问题:Mr. Toledano believes that Christian Dior can double in five years.
选项：
A:正确
B:错误
答案: 【正确】

10、 问题:The next wave of luxury buyers is in China.
选项：
A:正确
B:错误
答案: 【错误】

11、 问题:According to Mckinsey research, China will account for about 20 percent of global luxury sales in 2015.
选项：
A:正确
B:错误
答案: 【正确】

12、 问题:The incomes of Chinese wealthy consumers range from 100,000 to 200,000 renminbi.
选项：
A:正确
B:错误
答案: 【错误】

13、 问题:Chinese luxury consumers are now spending more on services than on products.
选项：
A:正确
B:错误
答案: 【正确】

14、 问题:In 2008, only two of five people in China realized that in the mainland, prices were at least 20 percent higher than they were in places such as Hong Kong.
选项：
A:正确
B:错误
答案: 【正确】

15、 问题:1) In 2010, there are 60 cities in China, where luxury consumption could pass 500 million renminbi.
选项：
A:正确
B:错误
答案: 【错误】

【作业】Unit 2 Travel Case Study

1、 问题:Case StudyTopic: Retain a key client!Background: Business Travel Services (BTS) is based in Philadelphia, USA. One of its most important clients is the large multinational corporation NeoTech, whose head office is also in Philadelphia. Recently, NeoTech’s senior executives have had problems when they have been on business trips organised by BTS. Task 1: Based on the background information, complete the following table.Company Based in Services Clients Criteria for selection of partners and service providers Prices Issues
评分规则: 【 CompanyBTSBased inPhiladelphia ServicesFlights, hotels, car rental, conference bookings, insurance
Clients Multinational companies, some of which are household namesCriteria for selection of partners and service providersHigh standards of service, attention to detail, quality of ‘product’
PricesAdditional discounts (i.e. in relation to the usual discounts)Issues NeoTech’s senior executives have had problems on business on business trips organised by BTS
】

2、 问题:Task 2: Solutions to problems!As the Account Manager for BTS, examine the following four problems which senior executives at NeoTech had during recent business trips, write an e-mail to NeoTech’s Head of Travel, apologising for the inconvenience. Offer some compensation and explain what steps BTS has taken to make sure a similar problem does not happen again. 1. Hotel Problem Last Thursday, I checked into the Excelsior Hotel. The receptionist told me I had been upgraded and my room was on the 16th floor. Well, I stayed there for an hour or so, then asked to move to another room. The ‘upgraded’ room had no safe for my money, and the lighting was very bad. Also, there was a group of noisy people next door.The new room was no better. I couldn’t take a shower because there was no water for four hours. The coffee machine didn’t work, the ice machine was out of order and the desk was too small. I called the receptionist to get some action, but she seemed too busy to do anything.This hotel simply isn’t up to standard. What can you do about it for me?2. Lost LuggageThree months ago, I travelled to Atlanta, Georgia. Two pieces of luggage didn’t arrive. I reported the loss to the airline. They promised to find the bags and send them to me. Some weeks later, they wrote saying they couldn’t find the bags and asked me to fill out a claim form. I didn’t hear from them for another month, then they asked me to send receipts for all the missing articles. I didn’t have receipts for the lost items.It’s three months later, and still no news from the airline. My e-mails and letters get no response. The airline has recently merged with another company, and I wonder if this is part of the problem. Can you help?3. Car Rental Problem The rental office at the airport couldn’t give me the car i had reserved. It was in the medium price range at $250 a week. Instead, they offered me a choice:l a smaller car, which was uncomfortable and had a small trunk;l a bigger car for an extra $20 a day.I was expecting a free upgrade, but the clerk on the desk refused to do that. His attitude was ‘take it or leave it’. So I hired the bigger car. When the company billed me, I ended up paying $490 for the car. 4. Diverted Flight I was on a flight to Moscow, but the flight was diverted to Helsinki because of bad weather. There was a lot of confusion at Helsinki because the airline sent all the passengers to the same hotel for the night. Some passengers became very aggressive when they tried to get a room. I had to share a room with another passenger. The hotel made all passengers pay for their rooms. The next morning, we had to wait six hours in a cold terminal for the flight to Moscow.The airline wouldn’t pay for our hotel expenses. They said the circumstances were ‘beyond their control’. I think we should be compensated for all the inconveniences.
评分规则: 【 Dear Tom, I was sorry to hear about the problems that your executives have been experiencing during the trips that we have organized for them. I have taken up the problems with the various companies concerned, and can report the following: • The Excelsior Hotel has apologized for your executive’s bad experience and will offer a free night’s stay the next time your company uses the hotel. • The car rental firm has refused to admit that there was a problem, so we will be terminating our agreement with them. We have negotiated a new agreement with another car rental firm, with better cars, bigger discounts, etc. You should save at least 10 per cent on bookings we make for you with this new company. • On the lost luggage, the airline concerned confirms that it has been reorganizing its baggage complaints department following the merger with another airline. It says that it can now offer $250 compensation for each bag that it mislaid. This will be paid to us and credited to your account with us in the next few months.
】

Unit 2 Travel Unit 2 quiz

1、 问题:The key __ requires a level of sophistication in marketing and financial analysis not normally found in the sales force.
选项：
A:accounting manager
B:account manager
C:marketing manager
D:client manager
答案: 【account manager】

2、 问题:These costs cannot be borne out of profits, no matter what popular __ may say.
选项：
A:promise
B:agreement
C:speech
D:rhetoric
答案: 【rhetoric】

3、 问题:The audience didn’t really understand some of the complicated __ they used in the film when they talked about law.
选项：
A:idioms
B:jargon
C:slang
D:dialect
答案: 【jargon 】

4、 问题:Patients should be warned that camphor oil can __ the skin.
选项：
A:bother
B:disturb
C:irritate
D:insult
答案: 【irritate 】

5、 问题:A better approach is to provide users with protection the way we give them protection on the __: with consistent and clear markings.
选项：
A:freeway
B:higherway
C:superway
D:driveway
答案: 【freeway 】

6、 问题:Edmond Moutran spends more time travelling by air than working at his office.
选项：
A:正确
B:错误
答案: 【正确】

7、 问题:Airlines should, in Edmond Moutran’s view, invest more money on decoration to attract customers.
选项：
A:正确
B:错误
答案: 【错误】

8、 问题:Mr. Moutran doesn’t like flying to the US because US airlines fail to get information across quickly and clearly when there are problems and delays.