2008年7月自考00096外刊經(jīng)貿(mào)知識選讀試題及答案

外刊經(jīng)貿(mào)知識選讀年月真題

0009620087

1、【單選題】Economicproblemswere【exacerbated】bythreebadharvestswith

theresultthatnationalincomeandthevolumeofforeigntradecontracted

during1960—1962.

exaggerated

celebrated

A:

worsened

B:

facilitated

C:

答D:案：C

2、【單選題】Thefollowingyear,ataxlawforjointventurewas【promulgated】.

announced

prolonged

A:

transformed

B:

upgraded

C:

答D:案：A

3、【單選題】GrowingtiesbetweenChina’stradersandtheirpartnersinTaiwan

andHongKongarecreatinganunofficialbut【formidable】“greaterChina”

tradebloc.

formal

powerful

A:

fundamental

B:

rational

C:

答D:案：B

4、【單選題】Theindexofnonoilprimarycommoditypricesinnominaldollar

termsdeclinesforthethird【consecutive】year,andtheindexinrealterms

hitsanall-timelow.

communicative

intensive

A:

selective

B:

successive

C:

D:

答案：D

5、【單選題】This【push】toexpandU.S.manufacturingexportsisconsidered

essentialpoliticallytofulfillthePresident’spromise.

promotion

purpose

A:

pressure

B:

pull

C:

答D:案：A

6、【單選題】Oneofthecentraljustificationsforthesinglemarketwasits

abilitytocreategreaterprosperity,butitismakingitsdebutjustasEurope

【traverses】oneofitsroughesteconomicstormsinyears.

goesthrough

goesoff

A:

goesdown

B:

goeson

C:

答D:案：A

7、【單選題】Japan’sgovernmentisdeeplyopposedtoanewpolicy【gearedto】

“quantifiableresults”forsomeproducts.

generatedto

suitablefor

A:

followedby

B:

acquaintedwith

C:

答D:案：B

8、【單選題】TheJapanesewillnotbeabletokeepalidontheirhigh-tech

know-howforever.Soonerorlatertheywillbegintolosetheir【edge】.

hope

heart

A:

advantage

B:

disadvantage

C:

答D:案：C

9、【單選題】Themostvisibleresultofthis【buoyant】marketinbothcenters

isaplethoraofnewmulti-storeycommercialandresidentialbuildings.

positive

active

A:

passive

B:

negative

C:

答D:案：B

10、【單選題】TheU.S.OverseasPrivateInvestmentCorporation(OPIC)is

providingatleast$120millionto【spur】investmentinthreeCentralAmerican

nationsthataresignatoriestoafree-tradeagreementwiththeUnitedStates.

restrict

restrain

A:

support

B:

stimulate

C:

答D:案：D

11、【單選題】TheNorthropCorporationoftheUnitedStateslocateda

【purchaser】forSwisselevatorsinEgypt.

seller

distributor

A:

broker

B:

buyer

C:

答D:案：D

12、【單選題】Pepsiis【concentrating】ondistributingSlicethroughbottlers

whohavenoconflict.

contracting

distributing

A:

focusing

B:

promoting

C:

答D:案：C

13、【單選題】Chineseeggs【dominate】thefresheggmarketwithmorethanan

80-percentshare.

control

concentrate

A:

constrain

B:

comply

C:

D:

答案：A

14、【單選題】Formostpeopleinvolvedintheproductionandtradingof“soft”

oragricultural【commodities】,thisisprovingtobeagrimdecade.

communities

products

A:

commands

B:

districts

C:

答D:案：B

15、【單選題】Butarecoverywasmade【onthebackof】sterling’sweaker

trendagainstthedollar.

supporting

surrounding

A:

influencing

B:

following

C:

答D:案：D

16、【判斷題】Passage1Whatcausesapersontochooseonestoreoroneproduct

overanother?Weknowthatapersonweighsbothpositiveandnegativebenefitsof

aproductoffer,butwhatelementsarebeingevaluated?Letuslookatatypical

consumersituation.Thisstoryemphasizedthenecessityforviewingproduct

offersbroadly.Italsoservesasanintroductiontopackaging,branding,

andcustomerserviceasproductelements.ChuckPetersonwentouttohiscarone

colddayandfoundthatthebatterywasdead.Chuckwentbacktohishouseand

beganimmediatelytosearchforagoodplacetobuyanewbattery(itwasSaturday,

sohehadtime).Chuckrememberedseeingbatteryadsinthesportssectionofthe

newspaper,andsohetookouthisoldpapersandwentthroughtheads.Hefound

thatseveralstoreswerehavingsalesandwaspleased,becauseoneofhisconcerns

wasgettingagoodprice.SinceChuck’scarwasinoperative,hedidnotfeel

likegoingtoofartogetanewbattery(althoughhisneighborofferedtodrive

himwhereverhewantedtogo).Anotherconcern,therefore,wasfindinga

convenientstore.Manydifferentbatterieswereadvertisedinthepaperat

widelyrangingprices.Chuckdecidedtosticktobrandnameswithwhichhewas

familiarbecausehefelthewouldbeabletogetbetterserviceonabrandname

item.ChuckdecidedtogotothelocalSearsstoreandgetabatterythatwas

onsale.Heaskedhisneighbortohelphimgethiscarstartedwithboostercables

anddrovedowntotheSearsstorenearesthim.Onthewayhepassedseveralgas

stationsandotherstoresthatsoldbatteries.Whatcanwelearnfromthis

example?First,noticethatChuckdidnotgotothenearestconvenientplaceto

buybatteries(localgasstations).Whynot?SomehowChuckhadgottenthe

impressionthatgasstationshadhigherpricesfortheirbatteries.Healsowas

notsurewhatbrandsthelocalstationscarried.FromChuck’scase,welearnthat

peoplewilloftenpassuponestoretogetthesameorsimilaritemsatother

storesifthecloserstoresdonotadvertisewhatbrandstheycarry,donotcreate

animageofgoodvalue,ordonotseeminterestedinthebuyer’sbusiness.

42.Convenienceshopsarenotnecessaryascustomersalwaystrustbrandnames.

True

False

A:

答B(yǎng):案：B

17、【判斷題】Passage1Whatcausesapersontochooseonestoreoroneproduct

overanother?Weknowthatapersonweighsbothpositiveandnegativebenefitsof

aproductoffer,butwhatelementsarebeingevaluated?Letuslookatatypical

consumersituation.Thisstoryemphasizedthenecessityforviewingproduct

offersbroadly.Italsoservesasanintroductiontopackaging,branding,

andcustomerserviceasproductelements.ChuckPetersonwentouttohiscarone

colddayandfoundthatthebatterywasdead.Chuckwentbacktohishouseand

beganimmediatelytosearchforagoodplacetobuyanewbattery(itwasSaturday,

sohehadtime).Chuckrememberedseeingbatteryadsinthesportssectionofthe

newspaper,andsohetookouthisoldpapersandwentthroughtheads.Hefound

thatseveralstoreswerehavingsalesandwaspleased,becauseoneofhisconcerns

wasgettingagoodprice.SinceChuck’scarwasinoperative,hedidnotfeel

likegoingtoofartogetanewbattery(althoughhisneighborofferedtodrive

himwhereverhewantedtogo).Anotherconcern,therefore,wasfindinga

convenientstore.Manydifferentbatterieswereadvertisedinthepaperat

widelyrangingprices.Chuckdecidedtosticktobrandnameswithwhichhewas

familiarbecausehefelthewouldbeabletogetbetterserviceonabrandname

item.ChuckdecidedtogotothelocalSearsstoreandgetabatterythatwas

onsale.Heaskedhisneighbortohelphimgethiscarstartedwithboostercables

anddrovedowntotheSearsstorenearesthim.Onthewayhepassedseveralgas

stationsandotherstoresthatsoldbatteries.Whatcanwelearnfromthis

example?First,noticethatChuckdidnotgotothenearestconvenientplaceto

buybatteries(localgasstations).Whynot?SomehowChuckhadgottenthe

impressionthatgasstationshadhigherpricesfortheirbatteries.Healsowas

notsurewhatbrandsthelocalstationscarried.FromChuck’scase,welearnthat

peoplewilloftenpassuponestoretogetthesameorsimilaritemsatother

storesifthecloserstoresdonotadvertisewhatbrandstheycarry,donotcreate

animageofgoodvalue,ordonotseeminterestedinthebuyer’sbusiness.43.It

isdifficulttojudgewhatelementsinfluenceabuyer’sdecision.

True

False

A:

答B(yǎng):案：B

18、【判斷題】Passage1Whatcausesapersontochooseonestoreoroneproduct

overanother?Weknowthatapersonweighsbothpositiveandnegativebenefitsof

aproductoffer,butwhatelementsarebeingevaluated?Letuslookatatypical

consumersituation.Thisstoryemphasizedthenecessityforviewingproduct

offersbroadly.Italsoservesasanintroductiontopackaging,branding,

andcustomerserviceasproductelements.ChuckPetersonwentouttohiscarone

colddayandfoundthatthebatterywasdead.Chuckwentbacktohishouseand

beganimmediatelytosearchforagoodplacetobuyanewbattery(itwasSaturday,

sohehadtime).Chuckrememberedseeingbatteryadsinthesportssectionofthe

newspaper,andsohetookouthisoldpapersandwentthroughtheads.Hefound

thatseveralstoreswerehavingsalesandwaspleased,becauseoneofhisconcerns

wasgettingagoodprice.SinceChuck’scarwasinoperative,hedidnotfeel

likegoingtoofartogetanewbattery(althoughhisneighborofferedtodrive

himwhereverhewantedtogo).Anotherconcern,therefore,wasfindinga

convenientstore.Manydifferentbatterieswereadvertisedinthepaperat

widelyrangingprices.Chuckdecidedtosticktobrandnameswithwhichhewas

familiarbecausehefelthewouldbeabletogetbetterserviceonabrandname

item.ChuckdecidedtogotothelocalSearsstoreandgetabatterythatwas

onsale.Heaskedhisneighbortohelphimgethiscarstartedwithboostercables

anddrovedowntotheSearsstorenearesthim.Onthewayhepassedseveralgas

stationsandotherstoresthatsoldbatteries.Whatcanwelearnfromthis

example?First,noticethatChuckdidnotgotothenearestconvenientplaceto

buybatteries(localgasstations).Whynot?SomehowChuckhadgottenthe

impressionthatgasstationshadhigherpricesfortheirbatteries.Healsowas

notsurewhatbrandsthelocalstationscarried.FromChuck’scase,welearnthat

peoplewilloftenpassuponestoretogetthesameorsimilaritemsatother

storesifthecloserstoresdonotadvertisewhatbrandstheycarry,donotcreate

animageofgoodvalue,ordonotseeminterestedinthebuyer’sbusiness.44.As

thebatteriesadvertisedinthenewspapershadsimilarprices,Chuckthoughtit

wisetobuybrandnamebattery.

True

False

A:

答B(yǎng):案：B

19、【判斷題】Passage1Whatcausesapersontochooseonestoreoroneproduct

overanother?Weknowthatapersonweighsbothpositiveandnegativebenefitsof

aproductoffer,butwhatelementsarebeingevaluated?Letuslookatatypical

consumersituation.Thisstoryemphasizedthenecessityforviewingproduct

offersbroadly.Italsoservesasanintroductiontopackaging,branding,

andcustomerserviceasproductelements.ChuckPetersonwentouttohiscarone

colddayandfoundthatthebatterywasdead.Chuckwentbacktohishouseand

beganimmediatelytosearchforagoodplacetobuyanewbattery(itwasSaturday,

sohehadtime).Chuckrememberedseeingbatteryadsinthesportssectionofthe

newspaper,andsohetookouthisoldpapersandwentthroughtheads.Hefound

thatseveralstoreswerehavingsalesandwaspleased,becauseoneofhisconcerns

wasgettingagoodprice.SinceChuck’scarwasinoperative,hedidnotfeel

likegoingtoofartogetanewbattery(althoughhisneighborofferedtodrive

himwhereverhewantedtogo).Anotherconcern,therefore,wasfindinga

convenientstore.Manydifferentbatterieswereadvertisedinthepaperat

widelyrangingprices.Chuckdecidedtosticktobrandnameswithwhichhewas

familiarbecausehefelthewouldbeabletogetbetterserviceonabrandname

item.ChuckdecidedtogotothelocalSearsstoreandgetabatterythatwas

onsale.Heaskedhisneighbortohelphimgethiscarstartedwithboostercables

anddrovedowntotheSearsstorenearesthim.Onthewayhepassedseveralgas

stationsandotherstoresthatsoldbatteries.Whatcanwelearnfromthis

example?First,noticethatChuckdidnotgotothenearestconvenientplaceto

buybatteries(localgasstations).Whynot?SomehowChuckhadgottenthe

impressionthatgasstationshadhigherpricesfortheirbatteries.Healsowas

notsurewhatbrandsthelocalstationscarried.FromChuck’scase,welearnthat

peoplewilloftenpassuponestoretogetthesameorsimilaritemsatother

storesifthecloserstoresdonotadvertisewhatbrandstheycarry,donotcreate

animageofgoodvalue,ordonotseeminterestedinthebuyer’sbusiness.

45.SinceChuck’scarwasn’tworking,hisneighborvoluntarilyofferedto

drivehimtotheSearsstorenearesthishouse.

True

False

A:

答B(yǎng):案：B

20、【判斷題】Passage1Whatcausesapersontochooseonestoreoroneproduct

overanother?Weknowthatapersonweighsbothpositiveandnegativebenefitsof

aproductoffer,butwhatelementsarebeingevaluated?Letuslookatatypical

consumersituation.Thisstoryemphasizedthenecessityforviewingproduct

offersbroadly.Italsoservesasanintroductiontopackaging,branding,

andcustomerserviceasproductelements.ChuckPetersonwentouttohiscarone

colddayandfoundthatthebatterywasdead.Chuckwentbacktohishouseand

beganimmediatelytosearchforagoodplacetobuyanewbattery(itwasSaturday,

sohehadtime).Chuckrememberedseeingbatteryadsinthesportssectionofthe

newspaper,andsohetookouthisoldpapersandwentthroughtheads.Hefound

thatseveralstoreswerehavingsalesandwaspleased,becauseoneofhisconcerns

wasgettingagoodprice.SinceChuck’scarwasinoperative,hedidnotfeel

likegoingtoofartogetanewbattery(althoughhisneighborofferedtodrive

himwhereverhewantedtogo).Anotherconcern,therefore,wasfindinga

convenientstore.Manydifferentbatterieswereadvertisedinthepaperat

widelyrangingprices.Chuckdecidedtosticktobrandnameswithwhichhewas

familiarbecausehefelthewouldbeabletogetbetterserviceonabrandname

item.ChuckdecidedtogotothelocalSearsstoreandgetabatterythatwas

onsale.Heaskedhisneighbortohelphimgethiscarstartedwithboostercables

anddrovedowntotheSearsstorenearesthim.Onthewayhepassedseveralgas

stationsandotherstoresthatsoldbatteries.Whatcanwelearnfromthis

example?First,noticethatChuckdidnotgotothenearestconvenientplaceto

buybatteries(localgasstations).Whynot?SomehowChuckhadgottenthe

impressionthatgasstationshadhigherpricesfortheirbatteries.Healsowas

notsurewhatbrandsthelocalstationscarried.FromChuck’scase,welearnthat

peoplewilloftenpassuponestoretogetthesameorsimilaritemsatother

storesifthecloserstoresdonotadvertisewhatbrandstheycarry,donotcreate

animageofgoodvalue,ordonotseeminterestedinthebuyer’sbusiness.

46.Chuckmighthavegonetothenearestgasstationifhehadseenitadvertising

brandnamesonsale.

True

False

A:

答B(yǎng):案：A

21、【判斷題】Passage2Doingbusinessinanothercountrymaybeextremely

tricky.Forexample,merelyaskingtherightquestionissometimescrucial.Inone

reportedcase,apaper-manufacturingfirmneglectedtoinspectsomewoodedland

forsaleinSicilypriortoitspurchase.Onlyafterthecompanyhadboughtthe

land,builtaplant,andhiredalaborforcediditrealizethatthetreeswere

onlyknee-highandnotsuitableformakingpaper.Theplanthadtoimportlogs.

Numerousproblemsresultfromthefailuretoadaptpackagingfor

differentcultures.Sometimesonlythecolorofthepackageneedstobealtered

toenhanceaproduct’ssales.White,forinstance,symbolizesdeathinmuch

ofAsia;greenrepresentsdangerordiseaseinMalaysia.Obviously,useof

thesecolorsinthesecountriesmightproducenegativereactionstoproducts.

Someproductnamestravelpoorly.AmericanMotor’sMatadorcarmightconjureup

imagesofstrengthandpowerinAmerica,butinPuertoRicoitsname

means“Killer”,anunfavorableconnotationinaplacewithahightraffic

fatalityrate.WhenthegasolinecompanyEssorealizedthatitsnamemeans

“stalledcar”inJapan,itunderstoodwhyithadhaddifficultiesinthatmarket.

However,somecompanynameshavetravelledwell.Kodakmaybeoneofthe

mostfamousexamples.Aresearchteamdeliberatelydevelopedthisname

aftersearchingforawordthatwaspronounceableeverywherebuthadno

specificmeaninganywhere.Manyinternationaladvertisingerrorsaredueto

faultytranslations.Thebesttranslationsembodythegeneralthemeandconceptof

theoriginaladcampaignbutdonotattempttobepreciseduplicatesofthe

originalslogan.PepsiCo.learnedthislessonwhenitreportedlydiscoveredthat

itsslogan“ComealivewithPepsi”wasliterallytranslatedintoGermanas

“ComealiveoutofthegravewithPepsi”.AndinAsia,itwastranslatedas

“Bringyourancestorsbackfromthedead.”GeneralMotorsencounteredproblems

inBelgium,where“BodybyFisher”wastranslatedas“CorpsebyFisher”.

Propermarketresearchmayreduceoreliminatemostinternational

businessmistakes.Marketresearcherscanuncoverneedsforproduct

adaptation,potentialnameproblems,promotionalrequirements,andproper

marketstrategies.Goodresearchtechniquesmayevenuncoverpotential

translationproblems.47.Internationalcompaniesruntheriskoffailureifthey

overlookdifferencesbetweencountries.

True

False

A:

答B(yǎng):案：A

22、【判斷題】Passage2Doingbusinessinanothercountrymaybeextremely

tricky.Forexample,merelyaskingtherightquestionissometimescrucial.Inone

reportedcase,apaper-manufacturingfirmneglectedtoinspectsomewoodedland

forsaleinSicilypriortoitspurchase.Onlyafterthecompanyhadboughtthe

land,builtaplant,andhiredalaborforcediditrealizethatthetreeswere

onlyknee-highandnotsuitableformakingpaper.Theplanthadtoimportlogs.

Numerousproblemsresultfromthefailuretoadaptpackagingfor

differentcultures.Sometimesonlythecolorofthepackageneedstobealtered

toenhanceaproduct’ssales.White,forinstance,symbolizesdeathinmuch

ofAsia;greenrepresentsdangerordiseaseinMalaysia.Obviously,useof

thesecolorsinthesecountriesmightproducenegativereactionstoproducts.

Someproductnamestravelpoorly.AmericanMotor’sMatadorcarmightconjureup

imagesofstrengthandpowerinAmerica,butinPuertoRicoitsname

means“Killer”,anunfavorableconnotationinaplacewithahightraffic

fatalityrate.WhenthegasolinecompanyEssorealizedthatitsnamemeans

“stalledcar”inJapan,itunderstoodwhyithadhaddifficultiesinthatmarket.

However,somecompanynameshavetravelledwell.Kodakmaybeoneofthe

mostfamousexamples.Aresearchteamdeliberatelydevelopedthisname

aftersearchingforawordthatwaspronounceableeverywherebuthadno

specificmeaninganywhere.Manyinternationaladvertisingerrorsaredueto

faultytranslations.Thebesttranslationsembodythegeneralthemeandconceptof

theoriginaladcampaignbutdonotattempttobepreciseduplicatesofthe

originalslogan.PepsiCo.learnedthislessonwhenitreportedlydiscoveredthat

itsslogan“ComealivewithPepsi”wasliterallytranslatedintoGermanas

“ComealiveoutofthegravewithPepsi”.AndinAsia,itwastranslatedas

“Bringyourancestorsbackfromthedead.”GeneralMotorsencounteredproblems

inBelgium,where“BodybyFisher”wastranslatedas“CorpsebyFisher”.

Propermarketresearchmayreduceoreliminatemostinternational

businessmistakes.Marketresearcherscanuncoverneedsforproduct

adaptation,potentialnameproblems,promotionalrequirements,andproper

marketstrategies.Goodresearchtechniquesmayevenuncoverpotential

translationproblems.48.Thepaper—manufacturingfirmmetwithenormous

difficultyinSicilybecauseithiredaninefficientlaborforce.

True

False

A:

答B(yǎng):案：B

23、【判斷題】Passage2Doingbusinessinanothercountrymaybeextremely

tricky.Forexample,merelyaskingtherightquestionissometimescrucial.Inone

reportedcase,apaper-manufacturingfirmneglectedtoinspectsomewoodedland

forsaleinSicilypriortoitspurchase.Onlyafterthecompanyhadboughtthe

land,builtaplant,andhiredalaborforcediditrealizethatthetreeswere

onlyknee-highandnotsuitableformakingpaper.Theplanthadtoimportlogs.

Numerousproblemsresultfromthefailuretoadaptpackagingfor

differentcultures.Sometimesonlythecolorofthepackageneedstobealtered

toenhanceaproduct’ssales.White,forinstance,symbolizesdeathinmuch

ofAsia;greenrepresentsdangerordiseaseinMalaysia.Obviously,useof

thesecolorsinthesecountriesmightproducenegativereactionstoproducts.

Someproductnamestravelpoorly.AmericanMotor’sMatadorcarmightconjureup

imagesofstrengthandpowerinAmerica,butinPuertoRicoitsname

means“Killer”,anunfavorableconnotationinaplacewithahightraffic

fatalityrate.WhenthegasolinecompanyEssorealizedthatitsnamemeans

“stalledcar”inJapan,itunderstoodwhyithadhaddifficultiesinthatmarket.

However,somecompanynameshavetravelledwell.Kodakmaybeoneofthe

mostfamousexamples.Aresearchteamdeliberatelydevelopedthisname

aftersearchingforawordthatwaspronounceableeverywherebuthadno

specificmeaninganywhere.Manyinternationaladvertisingerrorsaredueto

faultytranslations.Thebesttranslationsembodythegeneralthemeandconceptof

theoriginaladcampaignbutdonotattempttobepreciseduplicatesofthe

originalslogan.PepsiCo.learnedthislessonwhenitreportedlydiscoveredthat

itsslogan“ComealivewithPepsi”wasliterallytranslatedintoGermanas

“ComealiveoutofthegravewithPepsi”.AndinAsia,itwastranslatedas

“Bringyourancestorsbackfromthedead.”GeneralMotorsencounteredproblems

inBelgium,where“BodybyFisher”wastranslatedas“CorpsebyFisher”.

Propermarketresearchmayreduceoreliminatemostinternational

businessmistakes.Marketresearcherscanuncoverneedsforproduct

adaptation,potentialnameproblems,promotionalrequirements,andproper

marketstrategies.Goodresearchtechniquesmayevenuncoverpotential

translationproblems.49.Matadorisapoornamebecauseithasanunfavorable

connotationinPuertoRico,whileKodakisagoodnamebecauseithasafavorable

connotationinanylanguage.

True

False

A:

答B(yǎng):案：B

24、【判斷題】Passage2Doingbusinessinanothercountrymaybeextremely

tricky.Forexample,merelyaskingtherightquestionissometimescrucial.Inone

reportedcase,apaper-manufacturingfirmneglectedtoinspectsomewoodedland

forsaleinSicilypriortoitspurchase.Onlyafterthecompanyhadboughtthe

land,builtaplant,andhiredalaborforcediditrealizethatthetreeswere

onlyknee-highandnotsuitableformakingpaper.Theplanthadtoimportlogs.

Numerousproblemsresultfromthefailuretoadaptpackagingfor

differentcultures.Sometimesonlythecolorofthepackageneedstobealtered

toenhanceaproduct’ssales.White,forinstance,symbolizesdeathinmuch

ofAsia;greenrepresentsdangerordiseaseinMalaysia.Obviously,useof

thesecolorsinthesecountriesmightproducenegativereactionstoproducts.

Someproductnamestravelpoorly.AmericanMotor’sMatadorcarmightconjureup

imagesofstrengthandpowerinAmerica,butinPuertoRicoitsname

means“Killer”,anunfavorableconnotationinaplacewithahightraffic

fatalityrate.WhenthegasolinecompanyEssorealizedthatitsnamemeans

“stalledcar”inJapan,itunderstoodwhyithadhaddifficultiesinthatmarket.

However,somecompanynameshavetravelledwell.Kodakmaybeoneofthe

mostfamousexamples.Aresearchteamdeliberatelydevelopedthisname

aftersearchingforawordthatwaspronounceableeverywherebuthadno

specificmeaninganywhere.Manyinternationaladvertisingerrorsaredueto

faultytranslations.Thebesttranslationsembodythegeneralthemeandconceptof

theoriginaladcampaignbutdonotattempttobepreciseduplicatesofthe

originalslogan.PepsiCo.learnedthislessonwhenitreportedlydiscoveredthat

itsslogan“ComealivewithPepsi”wasliterallytranslatedintoGermanas

“ComealiveoutofthegravewithPepsi”.AndinAsia,itwastranslatedas

“Bringyourancestorsbackfromthedead.”GeneralMotorsencounteredproblems

inBelgium,where“BodybyFisher”wastranslatedas“CorpsebyFisher”.

Propermarketresearchmayreduceoreliminatemostinternational

businessmistakes.Marketresearcherscanuncoverneedsforproduct

adaptation,potentialnameproblems,promotionalrequirements,andproper

marketstrategies.Goodresearchtechniquesmayevenuncoverpotential

translationproblems.50.“ComealiveoutofthegravewithPepsi”isaproper

translationof“ComealivewithPepsi”.

True

False

A:

答B(yǎng):案：B

25、【判斷題】Passage2Doingbusinessinanothercountrymaybeextremely

tricky.Forexample,merelyaskingtherightquestionissometimescrucial.Inone

reportedcase,apaper-manufacturingfirmneglectedtoinspectsomewoodedland

forsaleinSicilypriortoitspurchase.Onlyafterthecompanyhadboughtthe

land,builtaplant,andhiredalaborforcediditrealizethatthetreeswere

onlyknee-highandnotsuitableformakingpaper.Theplanthadtoimportlogs.

Numerousproblemsresultfromthefailuretoadaptpackagingfor

differentcultures.Sometimesonlythecolorofthepackageneedstobealtered

toenhanceaproduct’ssales.White,forinstance,symbolizesdeathinmuch

ofAsia;greenrepresentsdangerordiseaseinMalaysia.Obviously,useof

thesecolorsinthesecountriesmightproducenegativereactionstoproducts.

Someproductnamestravelpoorly.AmericanMotor’sMatadorcarmightconjureup

imagesofstrengthandpowerinAmerica,butinPuertoRicoitsname

means“Killer”,anunfavorableconnotationinaplacewithahightraffic

fatalityrate.WhenthegasolinecompanyEssorealizedthatitsnamemeans

“stalledcar”inJapan,itunderstoodwhyithadhaddifficultiesinthatmarket.

However,somecompanynameshavetravelledwell.Kodakmaybeoneofthe

mostfamousexamples.Aresearchteamdeliberatelydevelopedthisname

aftersearchingforawordthatwaspronounceableeverywherebuthadno

specificmeaninganywhere.Manyinternationaladvertisingerrorsaredueto

faultytranslations.Thebesttranslationsembodythegeneralthemeandconceptof

theoriginaladcampaignbutdonotattempttobepreciseduplicatesofthe

originalslogan.PepsiCo.learnedthislessonwhenitreportedlydiscoveredthat

itsslogan“ComealivewithPepsi”wasliterallytranslatedintoGermanas

“ComealiveoutofthegravewithPepsi”.AndinAsia,itwastranslatedas

“Bringyourancestorsbackfromthedead.”GeneralMotorsencounteredproblems

inBelgium,where“BodybyFisher”wastranslatedas“CorpsebyFisher”.

Propermarketresearchmayreduceoreliminatemostinternational

businessmistakes.Marketresearcherscanuncovernee