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1、高级商务英语阅读样题Part One Questions 1-7. (21 points)Read the following passage and then match the statements (1-7) to the letter (A, B, C or D).In addition to categorizing by type of offering, most products intended for consumer use can be further categorized by how frequently and where they are purchased.
2、AConvenience Products These are products that appeal to a very large market segment. They are generally consumed regularly and purchased frequently. Examples include most household items such as food, cleaning products, and personal care products. Because of the high purchase volume, pricing per ite
3、m tends to be relatively low and consumers often see little value in shopping around since additional effort yields minimal savings. From the marketers perspective the low price of convenience products means that profit per unit sold is very low. In order to make high profits marketers must sell in
4、large volume. Consequently, marketers attempt to distribute these products in mass through as many retail outlets as possible. BShopping Products These are products consumers purchase and consume on a less frequent schedule compared to convenience products. Consumers are willing to spend more time l
5、ocating these products since they are relatively more expensive than convenience products and because these may possess additional psychological benefits for the purchaser, such as raising their perceived status level within their social group. Examples include many clothing products, personal servi
6、ces, electronic products, and household furnishings. Because consumers are purchasing less frequently and are willing to shop to locate these products, the target market is much smaller than that of convenience goods. Consequently, marketers often are more selective when choosing distribution outlet
7、s to sell their products. CSpecialty Products These are products that tend to carry a high price tag relative to convenience and shopping products. Consumption may occur at about the same rate as shopping products but consumers are much more selective. In fact, in many cases consumers know in advanc
8、e which product they prefer and will not shop to compare products. But they may shop at retailers that provide the best value. Examples include high-end luxury automobiles, expensive champagne, and celebrity hair care experts. The target markets are generally very small and outlets selling the produ
9、cts are very limited to the point of being exclusive.DIn addition to the three main categories above, products are classified in at least two additional ways:Emergency Products These are products a customer seeks due to sudden events and for which pre-purchase planning is not considered. Often the d
10、ecision is one of convenience (e.g., whatever works to fix a problem) or personal fulfillment (e.g., perceived to improve purchasers image). Unsought Products These are products whose purchase is unplanned by the consumer but occurs as a result of marketers actions. Such purchase decisions are made
11、when the customer is exposed to promotional activity, such as a salespersons persuasion or purchase incentives like special discounts offered to certain online shoppers. These promotional activities often lead customers to engage in Impulse Purchasing.1. In order to make high profits, marketers must
12、 sell in large volume of these products. 2. These products tend to carry a higher price tag than the other two main types of products. 3. Customers buy these products when they are exposed to promotional activities. 4. Consumers are willing to spend more time locating these products both because the
13、y are more expensive and possess additional psychological benefits. 5. Customers buy these products because of sudden events. 6. In many cases consumers know in advance which product they prefer and will not shop to compare products. 7. Most household items such as food and cleaning products belong
14、to this group. Part Two Questions 8-14. (21 points)Read the following passage and choose the best sentence (A-H) to fill each of the gaps. There is one extra sentence. Types of International BusinessMerchandise Exports and Imports Merchandise exports are goods sent out of a country, whereas merchand
15、ise imports are goods brought in. Since these are tangible goods that visibly leave and enter countries, they are sometimes referred to as visible exports and imports. (8).Exporting and / or importing of goods are the major sources of international revenue and expenditure for most countries. Among c
16、ompanies engaged in some form of international business, more are involved in importing and exporting than in any other type of transaction.Importing and or exporting is usually, but not always, the first type of foreign operations in which a firm gets involved. (9). For example, firms may be able to export by using excess capacity thus limiting the need to invest more capital.
