It's no()that many of the most successful companies today are in Silicon Valley.

•Read the article below about a successful businessman.

•For each question (23 -28) below the article, choose the correct answer.

•Mark one letter (A, B or C) on your Answer Sheet.

PACKAGE HOLIDAY SUCCESS

Travel operator Joyflight is different from most of its rivals. UK package holiday companies would love to have plenty of repeat business. Instead, in an effort to attract trade, they are forced to spend enormous sums on marketing -- but they are operating in a very competitive market. So, although the big travel companies try hard to' create attractive brands, if you ask the customers delayed at airports, many aren't even sure which company they've booked with. Ask customers of Joyflight, however, and this is probably their third or fourth holiday with the company.

A Joyflight holiday doesn't come cheap; but for their customers this isn't an issue. The attraction is that they get an activity-based ' club' which has escaped the notice of the general public. Even the location of the holiday is of minor importance. A high proportion of customers are families, because the adults are free to enjoy the activities on offer, while small children are in the care of people employed by Joyflight just for this purpose. These nannies get free flights and meals on top of their pay.

Interestingly, most of the company's senior managers began at the bottom: for example, Linda Robinson, the marketing Manager, came as a ski guide in 1996, went away to set up her own catering business, sold it for a considerable sum, and returned to Joyflight in 2001.

The company's performance over the years means that it gets a steady stream of offers from large tour operators wanting to buy the company. Micheal Knight, who started the firm, came very close to selling it for ￡ 40 million a few years ago. But at the last minute, Barmond, the potential buyer, was itself taken over by an American travel company which didn't see a place for Joyflight in the group.

So where does that leave Joyflight？ Despite greatly increasing its turnover in the past four years, the company has a careful attitude to expansion. Its decision not to sell skiing holidays in North America proved the right one when many of its rivals failed to persuade British travellers to take the ten-hour flight. Learning from experiences like these, Joyflight's two recent departures from its main activity are the acquisitions of restaurant chains in Spain and Italy. And as for moving into the mass market for its holidays？ Joyflight is much too successful to want to do that.

Joyflight differs from most other UK travel operators in ______.

A．the cost of its holidays.

B．the places where it advertises.

C．the number of repeat booking it has.

？Read the article below about sales.

？Choose the correct word to fill each gap from A, B, C or D.

？For each question (21-30), mark one letter (A, B, C or D) on your Answer Sheet.

Some people believe that you have to be a special kind of person to sell a product. Although it is clear that a successful sales rep does need special talents and an outgoing personality, many of the skills he uses are used by most of us. we build and (21) . relationships with different kinds of people, we listen to and take note of what they tell us and don't just enjoy the sound of our own voices and we explain things to them and share ideas with them.

A company may depend on its own sales team or on the salesmanship of its distributors, wholesalers or retailers. (22) any company needs to establish a personal relationship with its major clients (key accounts) and potential customers (prospects). It is often said that "people do business with people": a company doesn't just deal impersonally (23) another company, but a person in the buying department receives personal visits from people representing the company's suppliers on a regular basis—or in the case of department stores (24) chain stores, a team of buyers may travel around visiting suppliers.

Keeping sales people "on the road" is much more expensive (25) employing them to work in the office and much of their time is spent unproductively traveling. Telephone selling may use the time more productively (though in some countries this is illegal), but a face-to-face meeting and discussion is much more effective. Companies involved in the export trade often have a separate export sales department, (26) travel and accommodation expenses may be very high. Servicing overseas customers may consequently often be done (27) phone, telex or letter. And personal visits may be infrequent. Many companies appoint an overseas agent or distributor whose own sales force takes (28) responsibility for selling their products in another country.

A sales department consists of many people who are based (29) different parts of the country or the world, who don't have the day-to-day contact and opportunities for communicating with each other that office-based staff have. (30) this reason, companies hold regular sales conferences where their entire sales force can meet, receive information and ask questions about new products and receive training.

(21)

A．keep

B．maintain

C．make

D．construct

ly advertising mistakes if they want to be competitive. Understanding the language and culture of target markets in foreign countries is one of the keys to successful international marketing. Too many companies, however, have jumped into foreign markets with embarrassing results. Translation mistakes are at the heart of many blunders in international advertising.

General Motors, the US auto manufacturer, got a costly lesson when it introduced its Chevrolet Nova to the Puerto Rican market. "Nova" is Latin for "new(star)" and means "star" in many languages, but in spoken Spanish it can sound like "nova", meaning "it doesn't go". Few people wanted to buy a car with that cursed meaning. When GM changed the name to Caribe, sales picked up dramatically.

Marketing blunders have also been made by food and beverage companies. One American food company's friendly "Jolly Green Giant" (for advertising vegetables) became something quite different when it was translated into Arabic as "Intimidating Green Ogre".

When translated into German, Pepsi's popular slogan, "Come Alive with Pepsi" came out implying "Come Alive from the Grave". No wonder customers in Germany didn't rush out to buy Pepsi.

Even a company with an excellent international track record like Kentucky Fried Chicken is not immune to the perils of faulty translation. Many sales were lost when the catch phrase "finger licking food" became "eat with your fingers off" in Chinese translation.

A manufacturer of one laundry detergent also made an expensive mistake in the Middle East. Its advertisements showed a picture of a pile of dirty clothes on the left, a box of the company's detergent in the middle, and clean clothes on the right. Unfortunately, the message was incorrectly interpreted because most people looked at it from right to left, the way Arabic is read.

Having awakened to the special nature of foreign advertising, companies are becoming much more conscientious in their translation and more sensitive to cultural distinctions. The best way to prevent errors is to hire professional translators who understand the target language and its idiomatic usage, or to use a technique called "back ranslation" to reduce the possibility of blunders. The process uses one person to translate a message into the target language and another to translate it back. Effective translators aim to capture the overall message of an advertisement because a word-for-word duplication of the original rarely conveys the intended meaning and often causes misunderstandings.

The phrase "the catch phrase"(Line 2, Para. 5) has the closest meaning to ______.

A．the promotion slogan

B．the marketing strategy

C．the secret recipe

D．the pleasant taste

【T10】

A.ACCOMMODATE

B.IN

C.TRANSFER A.EARLY STATESMEN STRONGLY BELIEVED【T7】______PRIVATE ENTERPRISE

B.TO【T8】______THEMSELVES TO CHANGE

C.THE MERGER OR ACQUISITION WAS TO【T9】______CONTROL AND MANAGEMENT OF AN ALREADY SUCCESSFUL ENTERPRISE TO A NEW GROUP THE UNITED STATES IS OFTEN CONSIDERED A YOUNG NATION, BUT IN FACT IT IS NEXT TO THE OLDEST CONTINUOUS GOVERNMENT IN THE WORLD, AND THE REASON IS THAT ITS PEOPLE HAVE ALWAYSBEEN WILLING【T10】______.IT SHOULD BE REALIZED, HOWEVER, THAT SHARING BENEFITS OF OURACHIEVEMENTS WAS THE RESULT OF TRIAL AND ERROR.UNPRINCIPLED BUSINESSMEN HAD FIRST TO BE RESTRAINED BY GOVERNMENT BEFORE THEY CAME TO LEARN THAT THEY MUST SERVE THE GENERAL GOODIN PURSUING THEIR ECONOMIC INTERESTS.THUS, ALTHOUGH【T11】______, THEY CHOSE TO MAKETHE POST OFFICE A GOVERNMENT MONOPOLY AND TO GIVE THE SCHOOLS TO PUBLIC OWNERSHIP.SINCE THEN, GOVERNMENT HAS BROADENED ITS ACTIVITIES IN MANY WAYS INCLUDING PREVENTING MONOPO-LIES FROM TAKING OVER THE ECONOMY. INCREASED GROWTH BY ACQUISITION BY OUR LARGEST CORPORATIONS HAS RESULTED IN A SITUATION WHERE VIRTUALLY INDEPENDENT ECONOMIC GIANTS WILL DOMINATE THE AMERICAN ECONOMY. GROWTH OF THESE VAST CORPORATE STRUCTURES, EVEN THOUGH ACCOMPANIED BY AN INCREASE IN THE NUMBER OF MUCH SMALLER AND LESS POWERFUL COMPANIES THAT OPERATE UNDER THEIR CONTROL, FORETELLS THE CREATION OF MONOPOLY—LIKE STRUCTURES THROUGHOUT AMERICAN BUSINESS.IN GENERAL, THE MAJOR ACQUISITIONS BY THE SAMPLE COMPANIES WERE CORPORATE ORGANIZATIONS THAT WERE PROFITABLE AND SUCCESSFUL BEFORE ACQUISITIO

N.THE MAIN EFFECT OF【T12】______.PROFITABILITY RATIOS INDICATE THAT, IN MOST INSTANCES, THE ACQUIRED COMPANIES OPERATED LESS EFFICIENTLY AFTER ACQUISITIO

N.

that suit the needs of that particular workplace is a challenge that many companies face. First, the company must outline the tasks and responsibilities involved in the position to be filled. A careful analysis of these will help the company define what skills, abilities, and knowledge an Often it is the process of writing the job description and vacancy announcement that helps the company define the qualities they seek in a new employee.

Once the requirements of the position are defined, the next challenge is to find the person who can meet those requirements. One of the most common ways to locate a qualified person to fill a vacant position is to look within the organization itself. Is anyone currently working for the company who could do the job？ This is often the best way to find qualified people. They are already known to the company, have been successful in it, and are familiar with its people, procedures, and policies.

If there is no available person within the company who is qualified to fill the vacancy, then someone must be sought outside the organization. Some of the most common sources of new employees are educational institutions such as high schools, junior colleges, four-year colleges, and universities. Companies also use newspapers and industry association newsletters to help locate job applicants.

What is this article about？

A．Reading newspapers

B．Hiring employees

C．Protecting the organization

D．Going to high school

Read the article below about a successful businessman. For each question (1 -6) below the article, choose the correct answer. Mark one letter (A, B or C) on your Answer Sheet. PACKAGE HOLIDAY SUCCESS Travel operator Joyflight is different from most of its rivals. UK package holiday companies would love to have plenty of repeat business. Instead, in an effort to attract trade, they are forced to spend enormous sums on marketing -- but they are operating in a very competitive market. So, although the big travel companies try hard to create attractive brands, if you ask the customers delayed at airports, many arent even sure which company theyve booked with. Ask customers of Joyflight, however, and this is probably their third or fourth holiday with the company. A Joyflight holiday doesnt come cheap; but for their customers this isnt an issue. The attraction is that they get an activity-based club which has escaped the notice of the general public. Even the location of the holiday is of minor importance. A high proportion of customers are families, because the adults are free to enjoy the activities on offer, while small children are in the care of people employed by Joyflight just for this purpose. These nannies get free flights and meals on top of their pay. Interestingly, most of the companys senior managers began at the bottom: for example, Linda Robinson, the marketing Manager, came as a ski guide in 1996, went away to set up her own catering business, sold it for a considerable sum, and returned to Joyflight in 2001. The companys performance over the years means that it gets a steady stream of offers from large tour operators wanting to buy the company. Micheal Knight, who started the firm, came very close to selling it for ￡ 40 million a few years ago. But at the last minute, Barmond, the potential buyer, was itself taken over by an American travel company which didnt see a place for Joyflight in the group. So where does that leave Joyflight？ Despite greatly increasing its turnover in the past four years, the company has a careful attitude to expansion. Its decision not to sell skiing holidays in North America proved the right one when many of its rivals failed to persuade British travellers to take the ten-hour flight. Learning from experiences like these, Joyflights two recent departures from its main activity are the acquisitions of restaurant chains in Spain and Italy. And as for moving into the mass market for its holidays？ Joyflight is much too successful to want to do that.

Joyflight differs from most other UK travel operators in ______.

A.the cost of its holidays.

B.the places where it advertises.

C.the number of repeat booking it has.

【T12】

A.ACCOMMODATE

B.IN

C.TRANSFER A.EARLY STATESMEN STRONGLY BELIEVED【T7】______PRIVATE ENTERPRISE

B.TO【T8】______THEMSELVES TO CHANGE

C.THE MERGER OR ACQUISITION WAS TO【T9】______CONTROL AND MANAGEMENT OF AN ALREADY SUCCESSFUL ENTERPRISE TO A NEW GROUP THE UNITED STATES IS OFTEN CONSIDERED A YOUNG NATION, BUT IN FACT IT IS NEXT TO THE OLDEST CONTINUOUS GOVERNMENT IN THE WORLD, AND THE REASON IS THAT ITS PEOPLE HAVE ALWAYSBEEN WILLING【T10】______.IT SHOULD BE REALIZED, HOWEVER, THAT SHARING BENEFITS OF OURACHIEVEMENTS WAS THE RESULT OF TRIAL AND ERROR.UNPRINCIPLED BUSINESSMEN HAD FIRST TO BE RESTRAINED BY GOVERNMENT BEFORE THEY CAME TO LEARN THAT THEY MUST SERVE THE GENERAL GOODIN PURSUING THEIR ECONOMIC INTERESTS.THUS, ALTHOUGH【T11】______, THEY CHOSE TO MAKETHE POST OFFICE A GOVERNMENT MONOPOLY AND TO GIVE THE SCHOOLS TO PUBLIC OWNERSHIP.SINCE THEN, GOVERNMENT HAS BROADENED ITS ACTIVITIES IN MANY WAYS INCLUDING PREVENTING MONOPO-LIES FROM TAKING OVER THE ECONOMY. INCREASED GROWTH BY ACQUISITION BY OUR LARGEST CORPORATIONS HAS RESULTED IN A SITUATION WHERE VIRTUALLY INDEPENDENT ECONOMIC GIANTS WILL DOMINATE THE AMERICAN ECONOMY. GROWTH OF THESE VAST CORPORATE STRUCTURES, EVEN THOUGH ACCOMPANIED BY AN INCREASE IN THE NUMBER OF MUCH SMALLER AND LESS POWERFUL COMPANIES THAT OPERATE UNDER THEIR CONTROL, FORETELLS THE CREATION OF MONOPOLY—LIKE STRUCTURES THROUGHOUT AMERICAN BUSINESS.IN GENERAL, THE MAJOR ACQUISITIONS BY THE SAMPLE COMPANIES WERE CORPORATE ORGANIZATIONS THAT WERE PROFITABLE AND SUCCESSFUL BEFORE ACQUISITIO

N.THE MAIN EFFECT OF【T12】______.PROFITABILITY RATIOS INDICATE THAT, IN MOST INSTANCES, THE ACQUIRED COMPANIES OPERATED LESS EFFICIENTLY AFTER ACQUISITIO

N.

ly advertising mistakes if they want to be competitive. Understanding the language and culture of target markets in foreign countries is one of the keys to successful international marketing. Too many companies, however, have jumped into foreign markets with embarrassing results. Translation mistakes are at the heart of many blunders in international advertising.

General Motors, the US auto manufacturer, got a costly lesson when it introduced its Chevrolet Nova to the Puerto Rican market. "Nova" is Latin for "new (star)" and means "star" in many languages, but in spoken Spanish it can sound like "nova", meaning "it doesn't go". Few people wanted to buy a car with that cursed meaning. When GM changed the name to Caribe, sales picked up dramatically.

Marketing blunders have also been made by food and beverage companies. One American food company's friendly "Jolly Green Giant" (for advertising vegetables) became something quite different when it was translated into Arabic as "Intimidating Green Ogre".

When translated into German, Pepsi's popular slogan, "Come Alive with Pepsi" came out implying "Come Alive from the Grave". No wonder customers in Germany didn't rush out to buy Pepsi.

Even a company with an excellent international track record like Kentucky Fried Chicken is not immune to the perils of faulty translation. Many sales were lost when the catch phrase "finger licking food" became "eat with your fingers off" in Chinese translation.

A manufacturer of one laundry detergent also made an expensive mistake in the Middle East. Its advertisements showed a picture of a pile of dirty clothes on the left, a box of the company's detergent in the middle, and clean clothes on the right. Unfortunately, the message was incorrectly interpreted because most people looked at it from right to left, the way Arabic is read.

Having awakened to the special nature of foreign advertising, companies are becoming much more conscientious in their translation and more sensitive to cultural distinctions. The best way to prevent errors is to hire professional translators who understand the target language and its idiomatic usage, or to use a technique called "back translation" to reduce the possibility of blunders. The process uses one person to translate a message into the target language and another to translate it back. Effective translators aim to capture the overall message of an advertisement because a word-for-word duplication of the original rarely conveys the intended meaning and often causes misunderstandings.

It can be inferred that Chevrolet Nova ______.

A．was originally aimed at the market of Latin countries

B．suffered a severe sales slide in the Spanish market

C．did not have as good performance as Caribe

D．was popular outside the Spanish market

Have you noticed the courage buried in the word encourage？ To create a culture in which innovation flourishes takes courage. Determined innovators are always courageous enough to establish a culture in which innovation is greatly encouraged and rewarded. Here are three ways to do that.

Put innovation at the heart of strategy, and persist it in every message. Think of innovation strategy as a pyramid: big bets at the top, a few projects in development in the middle, and a broad base of continuous improvements, lasting contributions, and early-stage new ideas at the bottom.

Define jobs around innovation. Make it a job prerequisite. Consider 3M’s move to become one of the first companies to tell professionals that they could spend 15 percent of their time on projects of their own choosing. Now many high-tech companies know that they can’t get the best talent without providing this kind of flexibility. And some of those self-selected, self-organized projects might even result in a blockbuster product or line of business. For 3M, it was the Post-it note.

Recognize innovation in every part of the company. To build a culture of creativity and innovation, Gillette developed an innovation fair in which every unit could show off its most promising new concepts. It shows that everyone has a role to play in a culture of innovation.

To go from idea to successful innovation requires a great deal of support and collaboration. When people are surrounded by constant communication and encouragement, they can find the courage to try, fail, redo, and try again.

What is necessary in creating innovation culture__1__？

A.communication

B.courage

C.immitation

How does 3M create its innovation culture__2__？

A.Put innovation at the heart of strategy, and persist it in every message.

B.define jobs around innovation.

C.Recognize innovation in every part of the company.

The word prerequisite in “Make it a job prerequisite” means __3__.

A.required as a prior condition

B.going after

C.prior to request

How does Gillette create its innovation culture__4__？

A.Put innovation at the heart of strategy, and persist it in every message.

B.define jobs around innovation.

C.Recognize innovation in every part of the company.

The formation from idea to innovation needs __5__.

A.discussion and revise

B.failure and courage

C.support and cooperation