PART Ⅰ VOCABULARY (20%)

Section A :(10%)

    Translate the following into English.

1.  相对优势

2.  重商主义；商业理论

3.  宏观经济学

4.  期货

5.  国际营销

6.  核心产品

7.  资产负债表

8.  债权人

9.  知识产权

10. 全面质量管理

Section B: (10%)

    Translate the following into Chinese.

11. primary commodity

12. mixed economy

13. equilibrium

14. joint venture

15. inventory

16. customization

17. grace period

18. customs formalities

19. progressive income tax

20. strategic integration

PART Ⅱ READING COMPREHENSION (40%)

    Read the following texts and then choose the best answer to each question:

Text l

    Marketing, activities involved in getting goods from the producer to the consumer. The producer is responsible for the design and manufacture of goods. Early marketing techniques followed production and were responsible only for moving goods from the manufacturer to the point of final sale. Now, however, marketing is much more pervasive. In large corporations the marketing functions precede the manufacture of a product. They involve market research and product development, design, and testing.

    Marketing concentrates primarily on the buyers, or consumers, determining their needs and desires, educating them with regard to the availability of products and to important product features, developing strategies to persuade them to buy, and, finally, enhancing their satisfaction with a purchase. Marketing management includes planning, organizing, directing, and controlling decision making regarding product lines, pricing, promotion, and servicing. In most of these areas marketing has complete control; in others, as in product-line development, its function is primarily advisory. In addition, the marketing department of a business firm is responsible for the physical distribution of the products, determining the channels of distribution that will be used and supervising the profitable flow of goods from the factory or warehouse.

    Marketing research involves the use of surveys, tests, and statistical studies to analyze consumer trends and to forecast the quantity and locale of a market favorable to the profitable sale of products or services. The social sciences are increasingly utilized in customer research. Psychology and sociology, for example, by providing clues to people's activities, circumstances, wants, desires, and general motivation, are keys to understanding the various behavioral patterns of consumers. 转贴于：自考_考试大

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