一、 Reading PART ONE
·Look at the statements below and the text on mobile advertising on the opposite page. ·Which section (A, B, C or D) does each statement 1-7 refer to?
·For each statement 1- 7, mark one letter (A, B, C or D) on your Answer Sheet. ·You will need to use some of these letters more than once.
Mobile Advertising The Next Big Thing A
Advertising on mobile phones is a tiny business. Last year spending on mobile ads was $ 871 million worldwide according to lnforma Telecoms & Media, a research firm, compared with $ 24 billion spent on internet advertising and $450 billion spent on all advertising. But marketers are hailing the mobile phone as advertising's promised land. It is destined, some say, to replace not only internet advertising,the latest fad, but also television, radio, print and billboards, the four traditional pillars of the business. B
The 2.5 billion mobile phones around the world can potentially reach a much bigger audience than the planet's billion or so personal computers. The number of mobile phones in use is also growing much faster than the number of computers, especially in poorer countries. Furthermore, most people carry their mobile with them everywhere”something that cannot be said of television or computers. C
Yet the biggest selling point of mobile ads is what marketing types call ' relevance' . Advertisers believe that about half of all traditional advertising does not reach the right audience. But mobile advertising through text messages is the most focused: if marketers use mobile firms' profiles of their customers cleverly enough, they can tailor their advertisements to match each subscriber's habits. D
In September, Blyk, a new mobile operator, launched a service in Britain that aims to do just that. It offers subscribers 2]7 free text messages and 43 free minutes of voice calls per month as long as they agree to receive six advertisements by text message every day. To sign up for the service,customers must fill out a questionnaire about their hobbies and habits. So advertisers can target their messages very precisely. ' Britain is the largest, but also the trickiest European ad market, so if it works here it will work everywhere,' says PekkaAla-Pietila, chief executive and one of the founders of Blyk.
1 Customers are rewarded in return for text message advertisements on their mobile phones. 2 At present, mobile ads take a small share of the advertising industry. 3 Some people are very optimistic about the future of mobile advertising. 4 Mobile phones are more accessible to people than computers are.
5 If mobile ads turn out successful in Britain, other European markets will be encouraged to do the same thing.
6 Mobile advertising has a remarkable advantage of targeting exactly its customers.
7 Internet is the newest means of making advertisements.
PART TWO
·Read the article below about the shortage of talent in Asia.
·Choose the best sentence from the opposite page to fill each of the gaps. ·For each gap 1-5, mark one letter (A-G). ·Do not use any letter more than once.
·There is one extra letter which you do not need to use.
Asia's Skills Shortage
It seems odd. In the world's most populous region the biggest problem facing employers is a shortage of people.
Asia has more than half the planet's inhabitants and is home to many of the world's fastest-growing economies. But some businesses are being forced to reconsider just how quickly they will be able to grow, because they cannot find enough people with the skills they need. In a recent survey, 600 Chief executives of multinational companies with businesses across Asia were interviewed. (1) It was their second-biggest headache in Japan (after cultural differences) and the fourth-biggest in India (after problems with infrastructure,bureaucracy and wage inflation) . Across almost every industry and sector it was the same.
Old Asia-hands may find it easy to understand why there is such concern. The region's rapid economic growth has fished out the pool of available talent, they would say. (2) Recent growth in many parts of Asia has been so great that it has rapidly transformed the type of skills needed by businesses. Schools and universities have been unable to keep up.
This is especially true for professional staff. Airlines are one example. Many new carriers are setting up and airlines are offering more services to meet demand. (3) According to Alteon Training, the commercial-pilot training arm of Boeing, India has fewer than 3000 pilots today but will need more than 12000 by 2025. China will need to find an average of 2200 new pilots a year just to keep up with the growth in air travel,which means it will need more than 40000 pilots by 2025. In the meantime, with big international airlines training only a few hundred pilots a year, Asian airlines have taken to poaching them, often from each other.
(4) China has been trying to lure pilots from Brazil, among other places.
With such a mismatch between supply and demand in Asia's labour markets, companies will have to become better at hiring good staff and keeping them. The first priority is to realize that retention is more important than recruitment. But as some companies will always be better at this than others, the job-hopping and poaching are set to continue for many years, until education and training catch up. (5) Without talented recruiting policies, some firms may end up scaling back their bold Asian growth-plans.
A、However, there is also a failure of education.
B、Philippine Airlines, for instance, lost 75 pilots to overseas airlines during the past three years.
C、As it turned out, they ranked a shortage of qualified staff as their biggest concern in China and South-east Asia.
D、There is also a severe shortage of good managers.
E、The consequences of that are depressing and will limit the growth.
F、But, in the meantime, there is a dreadful shortage of pilots.
G、Asia has more than half the planet's inhabitants and is home to many of the world's fastest-growing economies.
PART THREE
·Read the article below about corporate culture on the opposite page.
·For each question 1-6, mark one letter (A, B, C or D) on your Answer Sheet for the answer you choose.
The term corporate culture refers to an organization's value system. Managerial philosophies, workplace practices, and organizational network are included in the concept of corporate culture. Tyson Food's corporate culture is reflected in the fact that everyone”even CEO Don Tyson wears clothes of a yellowish brown color on the job.
The leaders who developed the company and the corporate culture typically shape the corporate culture.One generation of employees passes on a corporate culture to newer employees. Sometimes this is part of formal training. New managers who attend McDonald's Hamburger University may learn skills in management,but they also pick up the basics of the organization's corporate culture. Employees can absorb corporate culture through informal contacts as well, by talking with other workers and through their experiences on the job.
Corporate culture has a major impact on the success of an organization. In organizations with strong cultures,everyone knows and supports the organizations' objectives. In those with weak cultures, no clear sense of purpose exists. In fact, the authors of the classic book In Search of Excellence concluded the presence of a strong corporate culture was the single common thread among many diverse but highly successful companies such as General Electric and McDonald's. As you can imagine, changing a company's corporate culture can be very difficult. But some managers try to do just that when they feel the current culture is weak, or when the organization's objectives change and the old culture no longer fits. Sometimes the competitive situation of a company changes.For instance, electric utilities, which once had their profits guaranteed by public regulation, now face more competition than ever. Firms that were comfortable competing against other American companies now find themselves fighting competitors from overseas, too.
Management expert Peter Duckers feels that, rather than trying to change culture, managers should focus on changing employees and corporate practices, as follows.
·Define what results are needed. Specify in measurable terms what the organization or department,or office) needs to achieve.
·Determine where these results are already being achieved within the current organization. Analyze the departments that are already effective and find out what they are doing differently from the rest.
·Determine what top management can do to encourage these good results. Duckers suggests that executives openly ask what they can do to help, and then do it.
·Change the reward system”or develop a new one”to recognize these effective practices. When employees realize that the organization really does reward the new approach, they will adopt it much more quickly. Whether one wants to change an organization culture or not, it is important to choose managers and employees whose personal styles fit the organization's goals.
13 According to the passage, corporate culture
A、means the cultural atmosphere in a company. B、is established by top leaders and can't be changed. C、involves the core values of a company.
D、has little influence on the performance of a company. 14 In McDonald's Hamburger University, new managers A、learn the company's corporate culture at length. B、are only interested in learning management skills.
C、learn all the necessary skills and practices of the company. D、have chances to know about the company's corporate culture 15 If an organization has a strong corporate culture. A、it can be sure of achieving great success.
B、it will be as successful as General Electric and McDonald's. C、its staff tend to work for a common goal. D、it may have a strong influence on the market.
16 One reason why some managers try to change a company's corporate culture is that A、the existing corporate culture is very strong.
B、they try to adapt the corporate culture to new situations. C、the company is facing a lot of competition.
D、they are not so conservative as the old generation. 17 Which of the following is not advised by Peter Duckers?
A、Evaluating different performances of various departments. B、Improving the communication among managers.
C、Determine what is to be achieved by the organization.
D、Improving the reward system so as to encourage new practices. 18 What is the writer's purpose in writing this article?
A、To give readers some factual information about corporate culture. B、To criticize managers who try to change corporate culture. C、To argue against Peter Duckers' opinion.
D、To promote the corporate culture of successful companies.
PART FOUR
·Read the text below about different kinds of consumer goods.
·Choose the best word to fill each gap from A, B, C or D on the opposite page. ·For each question 1-15, mark one letter (A, B, C or D).
In the field of marketing, consumer goods are classed according to the way in which they are (1) The two main categories are convenience goods and shopping goods. Two lesser types are specialty and unsought goods. It must be (2) that all of these types are based on the way shoppers think about products, not on the (3) of the products themselves. What is regarded as a convenience (4) in France (wine, for example) may be a specialty in the United States.
People do not (5) a great deal of time shopping for such convenience items as groceries, newspapers,toothpaste, and candy. The buying of convenience goods may be done (6) , as some families buy groceries once a week. Sometimes convenience products are bought on
