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1、和 君 同 行 共 铸 伟 业,2010年和君商学培训计划招生 第二次笔试题,,-1-,答题须知,一、第二次笔试主要考察专业基础知识，考试范围为： 1、王明夫主编高手身影，机械工业出版社，2008年 2、和君编辑的复习资料：经济学管理学基础知识及其应用（可在和君论坛自由下载） 3、萨缪尔森经济学 4、罗宾斯管理学二、你必须自己独立完成答题，不能与人商量，不能把试题示人。我们相信你！三、请你在收到本试题后七天内把答卷发送到和君信箱：。邮件名称请取为：张三第二次笔试答卷。逾期不候，视同放弃申请。四、提交答案时勿忘写上你的姓名、邮箱、电话。五、第二次笔试成绩80分以上（含80分）为通过。80分以下者
2、，将落选。 六、请你不要保留或复制本试题。完成答题后把本试题永久删除。我们相信你！,-2-,一、简答题,1、请列出你最常看的报纸、刊物和网站之名称 2、请你推荐你所读过的、给你留下最深刻印象的专业书目（不少于5本书，多推荐不限） 3、请你推荐你所读过的、给你留下最深刻印象的专业文章（不少于5篇文章，多推荐不限） 4、请你推荐你所看过的、给你留下最深刻印象的电影或电视剧目 5、请你推荐你所读过的或知晓的、给你留下最深刻印象的商业案例（不少于5个，多推荐不限） 6、请你描述一个或若干个你最欣赏的授课老师或职场同事的特点 7、请你列出你最欣赏或最崇拜或最了解或听闻最多的企业家姓名 8、请你说出你人生
3、中或职场中感受最深的三件事情 9、请列出你最喜欢的二门课 10、你这一辈子最想成为什么样的人？ 11、高手身影中，哪五个案例让你印象最深或感触最大？ 12、关于高手身影第八章的新中基案例，写出3点你读后的主要感想 13、高手身影第七章中国外运集团案例中揭示了一幅公司再造的“施工图”，这幅施工图的主要内容是什么？ 14、罗宾斯管理学的内容体系是什么（列明目录即可）？ 15、萨缪尔森经济学的内容体系是什么（列明目录即可）？,-3-,二、名词解释,1、Reengineering & BPR 2、Porters Generic Strategies 3、McKinsey 7-S Framework 4
4、、Vertical Integration 5、Law of Diminishing Marginal Utility 6、Net Present Value (NPV) 7、ECIRM模型（见高手身影第七章中国外运案例） 8、SCMT模型（见高手身影第一章中远修船案例）,-4-,1、德鲁克（Peter F. Drucker） 2、迈克尔波特（ Michael Porter ） 3、明茨伯格（ Henry Mintzberg ） 4、詹姆斯柯林斯（ Jim Collins ） 5、迈克尔汉默与詹姆斯钱皮（ Michael Hammer and James A. Champy ） 6、科普兰（
5、Robert S. Kaplan ） 7、拉帕波特（ Alfred Rappaport ） 8、格兰罕姆（ Benjamin Graham ） 9、巴菲特（ Warren E. Buffett ） 10、索罗斯（ George Soros ）,三、请你说出足以描述下列管理学家或投资家思想观点的1-5个关键词,-5-,四、填空：关于3 Cs & 4 Ps，请对下表中打有？的空格填空,-6-,五、填空：关于profit tree，请对下图中打有？的空格填空,Break Component into % of Revenue, Costs, Fixed, Variable,-7-,六、填空并改写：请
6、在_?_里填空，并把本页内容改写成一篇短文，要求题目准确、主题突出、逻辑清晰、简明扼要。,Rivalry determinants Industry growth Fixed costs/value added Capacity Product differences Brand strength Switching costs Concentration and balance Informational complexity Diversity of competitors Corporate stakes Exit barriers,Entry barriers Economies of
7、 scale Capital requirements Expected retaliation Proprietary product differences Brand equity Switching costs Access to distribution Absolute cost advantages Proprietary learning curve Access to necessary inputs Proprietary low-cost design Government policy,_?_ Differentiation of inputs Switching co
8、sts of suppliers and firms Presence of substitute inputs Supplier concentration Importance of volume to supplier Cost relative to total purchases in the industry Impact of inputs on cost or differentiation Threat of forward integration relative to threat of backward integration,Determinants of subst
9、itution threat Relative price performance of substitutes Product issues Switching costs Buyer propensity to substitute,Buyer power Bargaining leverage Buyer vs. firm concentration Buyer volume Switching costs Buyer information Ability to backward integrate Substitute products Pull-through,Price sens
10、itivity Price / total purchases Product differences Brand identity Impact on quality/ performance Buyer profits Decision makers incentives,-8-,七、下列文字描述了一个著名的战略矩阵，请说出这个矩阵的名称，并以图表方式画出这个矩阵,The strategies associated with this matrix are to hold stars, build question marks, harvest cash cows, and divest
11、dogs. In other words, as a corporation looks at its business units, it should use cash cows to provide funds to build its question marks and to maintain its stars. It should sell its dog businesses to keep them from dragging-down the others.This framework can be easily overused and oversimplified, b
12、ut it can provide some insight.For example, if a company has a cash cow among its business units and it is investing a great deal of money in that business, you may conclude that they should use the money elsewhere. Likewise, if a corporation is mostly a collection of dogs, then you may conclude tha
13、t it has a rough future ahead.,-9-,八、请你说出下列财务报表的名称,Net Income - Cost of Good Sold (COGS) LaborMaterialsOverhead/Delivery Gross Margin - Depreciation - Sales, General & Administration (SG&A) Operating Profit - Interest Expense Earnings Before Taxes (EBT) - Taxes Net Income,-10-,九、案例题,案例1：Your client
14、is in the trucking industry. Their profits are declining, and they have already determined that their cost structure is comparable to competitors. What is the problem? 案例2：A major greeting card company is considering a proposal from Yahoo to advertise its e-commerce product, a greeting card that is
15、sent to the recipient as an e-mail attachment. Your client will get an exclusive position on the websites front page that will help drive traffic to its greeting card site. The Yahoo exclusivity costs $2 million per year for the next two years.Is it a good deal? Should your client do it? Will they make money? 案例3：把高手身影第二章新东方案例中的“管理咨询+投资银行”分析思路缩写成一篇1000字左右的短文，确保分析完整、逻辑清晰、言简意赅、文字干净。,
