普通班A卷.docx
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普通班A卷.docx
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普通班A卷
《英语》试卷(A卷)
(2011~2012学年第一学期)
任课教师:
考试形式:
开卷()闭卷(√)
班级:
学号:
姓名:
试题编号
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八
总分
得分
I.EssayQuestions(40%)
Giveabriefanswertothefollowingquestions.Remembertorefertothetextswehavelearned.
1.Canyouillustratethethreephasesofpoliticalcompetence?
Canyoucomparethetwopoliticalstylesinorganizationalsavvycontinuum?
(FromOfficePolitics)
2.“Notallthemanagersareleaders.”Doyouagreeordisagreeonthisstatement?
Supportyourposition.(FromLeadership)
3.WhatmakesFedExabestcompanytoworkfor?
DoyouthinkthepracticesofFedExcanbeappliedsuccessfullytoothercompanies?
Whyorwhynot?
(FromHumanResourceManagement)
4.Canyouciteexample(s)toelaborateon“crisiscommunication”?
(FromCommunication)
5.CanyougiveadefinitiontoMarketSegmentationandhowyoumayapplyinmarketanalysis?
(FromMarketing)
II.VocabularyChoice:
inthissection,youwillhave20sentenceswith20blanks.Choose20wordsfromthe22onesgivenbelowtofillintheblanks.Makenecessarychangesincludingcapitalizationorifputatthebeginningofasentence,orchangeofaverb/nounform.(20%)
logically,gainsharing,dynamic,pitfall,penetration,exceed,precisely,organizational,generic,increasingly,coalition,microwriting,integrate,dictate,participative,reduce,role,inordinate,honor,calculation,dictum,strategically
1.Onceyou’vepersuadedpeopletojoinyour__________,you’veestablishedabasethatwilllegitimizeyouridea.
2.__________leaderscanestablishaspecialrelationshipwithasmallnumberoftrustedsubordinates,whomakeupthe“ingroup”.
3.Themainideaofthe__________istomotivatememberstoincreaseproductivitythroughtheirbehavioralchangesandworkingattitudes.
4.An__________universalone:
itmustkeepitsstoresfrombecomingjustanothercommodity.
5.Businesseswhichdonottreattheircustomerswellorfailto__________theirobligationstocustomerswillsoonerorlaterlosetheirbusiness.
6.Communicating__________meansthinkingaboutwhatkindofcredibilityyouhavegoingintothecommunicationandwhatyoumightdotoacquiresuchcredibilityovertime.
7.Thedirectapproachfollowstheold__________,“tellthemwhatyouaregoingtotellthem,tellthem,andthentellthemwhatyoutoldthemagain.”.
8.Mostwritersspendan__________amountoftimeonthelaststepattheexpenseofthemoreimportantissuesofstrategyandorganization.
9.__________referstoissuesatthesentenceandwordlevel.
10.Onemajor__________toavoidwhenconceptualizinganideaforanewproductorserviceisthattheideamustbeunique..
11.Advancesinpersonalcomputing,__________dataexchange,andtheproliferationoftheInternethavecreatedwidespreadopportunitiesinthepersonalcomputingindustry.
12.Executivesummarypagesshouldbebrokendownintosubsectionwheneverpossibleandshouldnever__________twopagesinlength.
13.Further,incustomizingabusinessplantofittheneedsofaparticularthirdpartytheentrepreneurcangetasenseof__________whatcriteriathethirdpartywillusetoevaluatetheventure,andtheentrepreneurcanstructuretheaccompanyingpresentationaccordingly.
14.Economistsoftenassumethatconsumersarepeoplewhoknowallthefactsand__________comparechoicesintermsofcostandvaluereceivedtogetthegreatestsatisfactionfortheirtimeandmoney.
15.Adriveisastronginternalstimulusthatencouragesactionto__________aneed.
16.Market__________meanstryingtoincreasesalesofafirm’spresentproductsinitspresentmarkets.
17.A__________marketisamarketwithbroadlysimilarneedsandsellersofferingvarious,oftendiverse,waysofsatisfyingthoseneeds.
18.Thereisacommonmisconceptionthatattitudesareunchangeableandthatattitudes__________behavior.
19.Thereareyetotherthingsthat__________behaviorhasshowntobepartofourdecision-makingsystem.
20.Awordofcaution:
Minoritiesingroupstendtobeinstitutionalizedmorethanothergroupmembers,soifyouaretheonlymanager,theonlywoman,theonlyman–ortheonlyanything–inyourgroup,youwillhavetotakeextracareinmanagingyour__________,forthegrouptobeeffective.
III.CaseAnalysis(40%)
Directions:
Pleasefirstreadthepassagebelow,thenanswerthefollowingquestionsandwriteacasestudyreportinlinewiththefoursteps.
I.Defineandanalyzetheproblem.
II.Suggestpossiblesolutions.
III.Evaluatepossiblesolutions.
IV.Selectasolution.
Questions
1.WhatkindofproductisGuinnessstout?
2.WhatdoesGuinnessStorehousefeature?
3.Whathappenedinthesecondhalfof2001?
4.Whatkindofbrainstormingisunderway?
WhenGuinnesssetouttoreplaceitsoutmodedvisitors'centerinDublin,Ireland,thecelebratedbrewerknewthatitwantedtobuildmorethanjustashrinetostout.Sure,capturingthecompany'scolorful243-yearhistoryandservingthemillionsofthirstypilgrimswhotraveltotheholymeccaofIrishbeerwereimportant.Butitwasevenmoreimportanttosetthestageforthefuture:
touseanultramodernfacilitytobreathelifeintoanagingbrand,toreconnectanoldcompanywithyoung(andskeptical)customers,andtousethepasttoprepareemployeesforwhatcomesnext.
ThatwasthedesignbriefbehindGuinnessStorehouse,whichopenedinlate2000.Storehousefeaturesexhibitsthatrecountthecompany'shistoryandexplainhowtheblackstuffismade.Butthefacilityalsohasconferenceroomsandatrainingcenterforemployees,anartgallery,restaurants,cafés,bars,andeventspace.Housedinanimposingseven-storybrickbuildingthatwaserectedin1904,Storehouseservesasagiantmixingbowlfortourists,Guinnessemployees,andthirstyDubliners.Itrepresentsbestpracticeintheexperienceeconomy--andareimaginationofhowacompanycanconnectwithitscoreconstituencies.
"Guinnessasabrandisallaboutcommunity.It'saboutbringingpeopletogetherandsharingstories,"saysRalphArdill,directorofmarketingandstrategicplanningatImaginationLtd.,theedgyLondondesignfirmthathelpedcreatethestructure."AndGuinnessstoutisagreatsocialcatalyst."IndesigningStorehouse,Imaginationtriedtore-createthemagicofapubfullofstrangersgettingtoknowoneanother."Itisn'tacorporatecathedralforworshipingGuinness,"Ardillsays."It'saplaceforinteractionamongtouristswhoaretravelingaroundIreland,forthepeoplewholivethere,andfornewGuinnessemployeeswhoareundergoingtraining."
Talkaboutamixed-usespace.BartendersfromallacrossIrelandcometoStorehouse'sspeciallydesigned,publikeclassroomstolearn"howtopourtheperfectpint,"saysMaryClarke,thefacility'sheadofsalesandmarketing.GroupswithintheSt.James'sGateBrewerycomplex,whichSirArthurGuinnessbeganbuildingin1759,useStorehouseformeetingsandtraining."WedidalotofsessionsabouthowthechangeovertotheEurowouldaffectus,"Clarkesays.EvengenealogicalresearchersdescenduponStorehouse'sarchives,lookingforinformationaboutancestorswhooncelivedinDublin.(TheGuinnessarchivesareagoodplacetostart,sincesomanyDublinershaveworkedforthecompanyovertheyears.)
Storehouseisalsothephysicalmanifestationofaseriousmarketingchallenge:
toreconnectGuinnesswithyoungerdrinkersinIreland.Whilethebrandhasconqueredtheworld(thestoutisbrewedin50countriesandsellsanestimated10millionglassesaday),Guinnesshasgoneabitflatathome.Inthesecondhalfof2001,salesofGuinnessinIrelandactuallyfellby3%.Whytheslip?
BecauseGuinness,likesomanyotherwell-lovedbutold-fashionedproducts,hadcometobeperceivedasthechoiceoftheseniorset.Ireland'stwentysomethingswereswitchingtolighterdrinks:
lagerssuchasHeinekenorhigh-intensitycocktailssuchasvodkawithRedBull.
Partofthesolution,Guinnessexecutivesfelt,wastomakeStorehouseamagnetfortheDublinpub-and-club-crawlingcrowd.Afterdark,therearespecialeventsthatattractbothlocalsandexecutives:
awardsceremonies,concerts,corporateparties,fashionshows,andgalleryopenings."WehungourfirstartshowinDecember2001,"Clarkesaysproudly,"and600peopleturnedupfortheopening."TheeveningeventsmakeStorehouseakindofcommunitycenter.Andbybringingpeopleintheirtwentiesandthirtiestothebrewery,theeventshelpGuinnessconnectwiththebrand'sfuture."GuinnessStorehouseisawaytogetintouchwithanewgeneration,"saysArdill,"tohelpyoungpeoplereevaluateGuinness."AndtorediscoverGuinness'shistory.CliveBrownlee,thecompany'sassistantmanagingdirectorforGuinnessIreland,workedcloselywiththedesignerstoensurethatthefacility'sfocusonthefuturealsoreveledinthepast.
GuinnessStorehouseislocatedinwhathadbeenanoldabandonedfermentationplantwithinthemainGuinnessbrewingcomplexinagritty,industrialpartofDublin.Thebuilding'sdesignislikeacandywithachocolateshellandacreamyfilling:
Ithastraditionontheoutside,tomorrowontheinside.Abrickexteriorgiveswaytoamodernglass-and-steelinteriorthatisilluminatedbyadramaticcombinationofnaturalandartificiallight.Whensightseersarrive,theyclimbashort,narrowsetofstairsbeforeemergingintoacavernousatrium.It'sshapedroughlylikeapintglass,withacircularpub,theGravityBar,atthetopthatglowswhiteatnight--likethesudsatopafreshlypouredGuinness.SetintotheflooristhecontractthatSirArthurGuinnesshimselfsignedforthebrewerysite--a9,000-y
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