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1、1内蒙古师范大学科学史与科技管理系2005 年 2 月至 7 月学期 专业英语 期末考试卷(A) 课程：专业英语 课程性质：任选任课教师( 董晔璐 )本试卷满分（ 100 ） ， 占课程成绩的（ 100 ）%一二三总分评卷人I Translate the following into Chinese（每个 3 分，共 30 分）1.Chief Executive Officer (CEO)2.Limited Liability Company3. economic depression4. economic crisis5. social welfare6. legal system7. mi
2、xed economy8.opportunity cost9. natural resources学号 _姓名_系别_装订线210.resource allocationII. Read the following materials and answer questions (每题5 分，共 45 分)(I)What is marketing?Modern marketing has two different meanings in the minds of people who use the term. One meaning of marketing conjures up the
3、term selling, influencing, persuading. Marketing is seen as the task of finding and stimulating buyers for firms output. It involves product development, pricing, distribution, and communication; and in the more progressive firms, continuous attention to the changing needs of customers and the devel
4、opment of new products, with product modifications and services to meet these needs.The other meaning of marketing unfortunately is weaker in public mind; it is the concept of sensitivity serving and satisfying human needs. The marketing concept holds that the problem of all business firms in an age
5、 of abundance is to develop custom loyalties and satisfaction, and the key to the problem is to focus on the customs needs. It is this second side of marketing that contributes to recognition of effective marketing which requires a customer orientation instead of a product orientation. Marketing has
6、 taken a 3new lease on life and tied its economic activity to a higher social purpose.Marketing is a social pervasive social activity that goes considerably beyond the selling of toothpaste, soap, and steel. Political contests remind us the candidates are marketed as well as soap; students recruitme
7、nt by colleges reminds us that “causes” are marketed. In fact, all organizations are formed to serve the interest of particular groups: hospitals serve the sick, schools serves the students, and governments serve the citizens. All organizations must develop appropriate products to serve their consum
8、ing groups and must use modern tools of communication to reach their consuming publics. The choice facing those who manage business or non business organizations is whether to market or not to market, for no firms or organizations can avoid marketing. The choice is whether to do it well or poorly.Qu
9、estions: 1. What are the two different meanings of marketing in the minds of people who use the term?42. Why is marketing a social activity?3. According to the concept of marketing, in an age of abundance what is the key problem facing all business firms?4. What does modern marketing involve?5. What
10、 is the purpose of marketing?5(II) The work of managersHow do managers differ from other members of an organization? The answer can be seen by examining the work of managers. First, we distinguish between tasks in an organization. These tasks are operating and managing. Operating involves such thing
11、s as typing a letter, running a machine, teaching a class of student, or giving medicine to patient, while managing is the process of getting things done by and through others. It is, for example, coordinating the work of a giant corporation rather than programming a computer.More specially, how doe
12、s a manager go about getting things done through other people? To answer this question we need to look at the managerial functions. These functions include planning, organizing, motivating and controlling.The first major function of management is planning. It is to develop objectives for each level
13、of the organization and determines ways to achieve those objectives. All managers engage in planning. For example, an office supervisor may plan and schedule the work to be done during the next month. The president of a firm may develop plans for new product lines.When work is divided among departme
14、nts and then among individuals organizing is essential. Managers should perform the 6organizing function to ensure the job is done. Also, managers must be able to create conditions that encourage employees to do a good job. Since all managers work with people, motivating others is an extremely compl
15、ex process. It provides external rewards and creates conditions in which the employees can get self-administered reward. Controlling measures the result of activities. If the result strays off its predetermined path, corrections are made. In the same way, a manager measures employees performance aga
16、inst objectives. If the objectives are not being met, the manager takes corrective action.The question of which management function is most important has often been raised. In fact, each function has its champions and the mix of the functions will vary from task to task. A wise manager will implement each of the functions in whatever ways wil
