2025年商務(wù)英語閱讀自學(xué)考試課程考試大綱

湖北省高等教育自學(xué)考試課程考試大綱課程名稱：商務(wù)英語閱讀課程代碼：05439第一部分課程性質(zhì)與目的一、課程性質(zhì)與特點商務(wù)英語閱讀課程是湖北省高等教育自學(xué)考試商務(wù)英語（?？疲┑囊婚T專業(yè)基礎(chǔ)課。本課程以現(xiàn)代英語國家的原版教材、英語報紙、雜志和學(xué)術(shù)刊物中與經(jīng)濟和商務(wù)有關(guān)的文章為基礎(chǔ)，材料內(nèi)容波及商貿(mào)英語的重要領(lǐng)域，如經(jīng)濟學(xué)、國際貿(mào)易、市場營銷、企業(yè)管理、投資、證券、保險、廣告等。本課程是一門理論聯(lián)絡(luò)實際，應(yīng)用性較強的課程。二、課程目的與基本規(guī)定通過本課程的學(xué)習(xí)，學(xué)生既可學(xué)到地道的英語（包括大量的專業(yè)術(shù)語），又可以學(xué)到對外經(jīng)濟貿(mào)易知識，同步也可以掌握商務(wù)報刊文章的基本特點，提高閱讀和分析能力，最終從整體上提高商貿(mào)英語語言水平以及語言欣賞和運用能力，到達商務(wù)英語專業(yè)?？粕?。三、與本專業(yè)其他課程的關(guān)系商務(wù)英語閱讀課程與商務(wù)英語口語、綜合英語等課程同屬于專業(yè)基礎(chǔ)課，是商務(wù)英語寫作、商務(wù)英語翻譯、商務(wù)英語函電等課程的先修課程。第二部分考核內(nèi)容與考核目的第一單元財經(jīng)一、學(xué)習(xí)目的與規(guī)定通過本單元學(xué)習(xí)，認知商貿(mào)英語文章的內(nèi)在邏輯關(guān)系，協(xié)助學(xué)生提高閱讀理解的能力，理解國際財經(jīng)概況。二、考核知識點與考核目的（一）課內(nèi)訓(xùn)練（重點）識記：1.WhenBanker’sBetsGoBad銀行家的猜測落空名詞解釋：OCC:OfficeoftheComptrolleroftheCurrency通貨監(jiān)理局AlanGreenspan艾倫·格林斯潘，美聯(lián)儲主席句子翻譯：Thebankhaddoubledprofitsinthepastyearviaastringofsuccessfulmergers,butonApr.21itreportedthatitssecuritiesportfoliohadunrealizedlossesofnearly$131million.We’reconsideringstrategiesthatmakethemostsenseifratesaregoingupmuchmoreaggressivelyandsoonerthananticipated.2.CreatingGovernmentFinancingProgramsforSmallandMedium-sizedEnterprisesinChina中國為中小型企業(yè)提供政府財政援助項目名詞解釋：Labor-intensive勞動密集型SME:smallandmedium-sizedenterprise中小型企業(yè)SOE:state-ownedenterprises國有企業(yè)句子翻譯：InChina,asaresultoftheeconomicreformsandmarketopeningmeasures,SMEshaveenjoyedremarkabledevelopmentandhavegrowntobecomeanimportantforceincontributingtowardssustainedandrapidgrowthoftheChineseeconomic.（二）閱讀技巧（次重點）應(yīng)用：閱讀的邏輯技巧（三）課外練習(xí)（一般）理解：1.CarlyleGroup’sAsianInvasion加雷集團的亞洲擴張名詞解釋：Venture-capital風(fēng)險資本CarlyleGroup凱雷投資集團Citigroup花旗集團2.WhytheDollarIsBloomingAgain為何美元再次復(fù)興？名詞解釋：Greenback美元（俚語）LehmanBrothersInc雷曼兄弟企業(yè)EuropeanCentralBank歐洲中央銀行FederalReserveBank美國聯(lián)邦儲備銀行（四）拓展閱讀（一般）理解：1.HowBanksPrettyuptheProfitPicture銀行怎樣美化收益前景2.ThaiStocksWhatGoesUp泰國股市：究竟是怎么了？3.InventingtoOrder以市場為導(dǎo)向開發(fā)產(chǎn)品4.It’sanOfficePartyinHongKong香港辦公樓地價之爭第二單元人力資源管理一、學(xué)習(xí)目的與規(guī)定通過本單元學(xué)習(xí)，掌握商務(wù)英語閱讀中的迅速閱讀技巧，理解人力資源管理概況。二、考核知識點與考核目的（一）課內(nèi)訓(xùn)練（重點）識記：1.China’sProblemofLabor中國人力資源問題名詞解釋：Confucianheritage孔子遺訓(xùn)Micro-managing微觀管理Jobrotation輪崗句子翻譯：Manyunderestimatethecostoflocalstaff.Chinesegraduatesoftenhaveaninflatedviewoftheirown,complainsomeforeignmanagers.MultinationalsarealsocompetingfortalentwithChina’sdomesticcompanies,whichneedtoimprovethequalityoftheirpeopleastheirmarketsopentoforeignrivals.Butthegrowingshortageofexecutivetalentmaymakethegrowthassumptionswrittenintomanybusinessplansover-optimistic.2.NoPrizesforRunners-up獎勵只給最優(yōu)秀的員工名詞解釋：Redundancypayment冗余支出Benefitpackage福利包Meritbudget奉獻獎Flexiblereward靈活的獎勵方式EgalitarianEurope“人人平等的歐洲”句子翻譯：Butbenchmarkingemployees,andthenpayingthemdifferentrates,canturnouttobeaminefieldifhandledbadly.Thosethatwantrewardstobecost-effectivebutmemorableareseekingtheservicesoffirmsthatspecializeinemployeerecognition.（二）閱讀技巧（次重點）應(yīng)用：迅速閱讀技巧（三）課外練習(xí)（一般）理解：1.TheInsideStory（PartⅠThePowerofOnlineHRManagement）背景故事：（一、在線人力資源管理的威力）名詞解釋：Ford美國福特汽車企業(yè)BPBritishPetroleum英國石油企業(yè)Outsource人力資源外包Holidayentitlement員工休假權(quán)Expatriateemployee外派員工2.TheInsideStory（PartⅡOnlineTrainingasanAlternative）背景故事：（二、在線培訓(xùn)）名詞解釋：CurriculumVitae個人履歷表（四）拓展閱讀（一般）理解：1.OrganizedLaborRevival（PartⅠAreUnionsDeclininginEurope?）工會組織的復(fù)興（一、歐洲工會組織正在消滅？）2.OrganizedLaborRevival（PartⅡUnionRevival，TrueorNot?）工會組織的復(fù)興（二、工會組織正在復(fù)興？）3.CaseStudyIsThereaNiceWaytoFireYourEmployees?案例分析：真有合理地解雇員工的好措施嗎？4.HoldthatBodyCount!人力的真正意義!第三單元市場一、學(xué)習(xí)目的與規(guī)定通過本單元學(xué)習(xí)，掌握商貿(mào)英語閱讀中長難句的分析措施，理解市場營銷方式、廣告方略、銷售經(jīng)典案例等概況。二、考核知識點與考核目的（一）課內(nèi)訓(xùn)練（重點）識記：1.CelebrityEndorsementsasaStrategy營銷方略之名人效應(yīng)名詞解釋：BillCosby比爾·考斯比，美國黑人，喜劇之父句子翻譯：Alternatively,advertiserscanchoosetouse“spokescharacters”.Owens-CorninghasusedthePinkPantherfornearly20yearstoendorseitsinsulationproducts,andMetropolitanLifehasusedthePeanutsgangtopromoteitsinsurancepolicies.Anotherwayadvertisersprotectthemselvesisbyusingdeceasedcelebrities.Throughthewondersoftechnology,televisionviewersseescreenlegendsJohnWaynepitchingCoorsbeerandFredAstairedancingwithaDirtDevilvacuumcleaner.2.ChallengesinGlobalAdvertisingandPromotion廣告及銷售全球化的挑戰(zhàn)名詞解釋：AvonChinaInc.雅芳（中國）企業(yè)FedEx聯(lián)邦快遞，全球最大的快遞企業(yè)JamesBond詹姆斯·邦德，代號007，全球著名的英式間諜形象句子翻譯：Thestyleofthead.Isalsoimportant,becausecomparativeads,whileacceptableandevencommonintheUnitedStatesandCanada,arelesscommonlyusedintheUnitedKingdom,unacceptableinJapan,andillegalinIndiaandBrazil.Coca-Cola’sIndiansubsidiarywasforcedtoendapromotionthatofferedprizessuchasatriptoHollywood,becauseitencouragedcustomerstobuyinordertogamble,inviolationofIndia’sestablishedtradepractices.（二）閱讀技巧（次重點）應(yīng)用：語篇閱讀長難句的分析技巧（三）課外練習(xí)（一般）理解：1.Advertisement廣告名詞解釋：BureauofPublicEnterprise,BPE國有企業(yè)局,實際負責推進民營化計劃的機構(gòu)ManagementInformationSystem(MIS)管理信息系統(tǒng)Manualofaccountingprocedure會計手續(xù)規(guī)則2.MarketingtoLatinosandAfricanAmericans拉丁美洲及非洲的營銷方略研究（四）拓展閱讀（一般）理解：1.AdvertisingontheWebCompaniesGrabtheBrassRing網(wǎng)絡(luò)廣告：企業(yè)的新商機2.FromHarley-DavidsonArmchairstoCoca-ColaFishingLuresTheRiseofCorporateBranding企業(yè)品牌化的興起：從哈雷牌輪椅到可口可樂牌魚餌3.OfferingGuaranteestoPromoteSales提供質(zhì)量保證以提高銷售額度4.PowerPricers:HowSmartCompaniesUsePriceasaStrategicTool價格的威力：精明商家的價格方略第四單元管理一、學(xué)習(xí)目的與規(guī)定通過本單元學(xué)習(xí)，掌握基本商務(wù)知識理論，理解國際著名企業(yè)的基本管理理念，掌握基本國際商務(wù)背景知識。二、考核知識點與考核目的（一）課內(nèi)訓(xùn)練（重點）識記：1.Cross-culturalManagement跨文化管理名詞解釋：MBA:MasterofBusinessAdministration,工商管理碩士Pay-for-performance(PFP)業(yè)績付酬—按照實際業(yè)績付給酬勞Matrixstructure矩陣構(gòu)造句子翻譯：Afairlyobviousculturaldividethathasbeenmuchstudiedistheonebetween,ontheonehand,thecountriesofNorthAmericaandnorth-westEurope,wheremanagementislargelybasedonanalysis,rationality,logicandsystems,and,ontheother,theLatinculturesofsouthernEuropeandSouthAmerica,wherepersonalrelations,intuition,emotionandsensitivityareofmuchgreaterimportance.2.MotorolaModesofHandlingEthicalIssuesTransculturally跨文化管理“摩托羅拉模式”所遵照的原則是什么？句子翻譯：ThesimplestmodeisoneinwhichMotorolamakesnoparticularefforttoadjusttothelocalculture,butmerelyclarifiesitspolicyonagivenissue,andimplementsthatpolicyregardlessofwhetheritoverlapswiththevaluesorstandardsofthehostculture.Insomesituations,theoverlapbetweenMotorola’sstandardsandcertainpracticesofthehostculturemightbesolimitedthatthecorporationhasnochoiceotherthansimplytoabidebyitsownstandardsandattempttoremainviableinthatcountry.（二）閱讀技巧（次重點）應(yīng)用：基本商務(wù)背景知識積累（三）課外練習(xí)（一般）理解：1.MighttheProperStudyofManagementBeMan?管理的關(guān)鍵是管理人?名詞解釋：Stockmarket證券市場Zeitgeist時代精神TheoryX(Y)X(Y)理論2.NomoreBoringAnalysis無需反復(fù)研究管理方式（四）拓展閱讀（一般）理解：1.WillThisMergerGoDownSmoothly?這一次的收購會順利進行嗎？2.Citi:AWholeNewPlaybook花旗集團：一種全新的開始3.DoYouReallyNeedanMBA?你真的需要一種MBA文憑嗎？4.GoingGlobalbyThinkingLocal立足本土，走向國際第五單元貿(mào)易一、學(xué)習(xí)目的與規(guī)定通過本單元學(xué)習(xí)，理解商務(wù)英語詞匯的特殊性，并掌握一定數(shù)量的商務(wù)英語用詞。二、考核知識點與考核目的（一）課內(nèi)訓(xùn)練（重點）識記：1.TradeDisputes商務(wù)爭議名詞解釋：Comparativecosts比較成本Specialization專業(yè)化生產(chǎn)Insight洞察力Nobellaureate諾貝爾獎獲得者Productivity生產(chǎn)力Mainstreameconomists主流經(jīng)濟學(xué)家DavidRicardo大衛(wèi)·李嘉圖英國經(jīng)濟學(xué)家著有《政治經(jīng)濟學(xué)幾賦稅原理》句子翻譯：Evenifonecountrycanmakeeverythingmorecheaplythaneveryotheritstillgainsfromfocusingonthegoodsinwhichitsrelativeadvantagesisgreatest—i.e.,inwhichithasacomparativeadvantage—andimportingtherest.2.ASaleContract銷售協(xié)議名詞解釋：FOB:FreeonBoard船上交貨價格,離岸價格CIF:CostInsuranceandFreight到岸價格CFR:CostandFreight成本加運費價FCA:FreeCarrier貨交承運人CPT:CarriagePaidto運費付至CIP:CarriageInsurancePaidto運費、保險費付至EXW:ExWork工廠交貨DDU:DeliveredDutyUnpaid未完稅交貨DDP:DeliveredDutyPaid完稅後交貨Remittance匯票T/T電匯M/T信匯Banker’sdraft銀行匯票CommercialDraft商業(yè)匯票DocumentaryCollection跟單托收D/PSight:DocumentsagainstPaymentatSight即期付款交單D/PafterSight:DocumentsagainstPaymentafterSight遠期付款交單D/A:DocumentsagainstAcceptance承兌交單LetterofCredit信用證IrrevocableL/C不可撤銷信用證SightL/C即期信用證UsanceL/C遠期信用證TransferableL/C可轉(zhuǎn)讓信用證句子翻譯：TheBuyersshallopenwithabanktobeacceptedbyboththeBuyersandSellersanirrevocabletransferableletterofcredit,allowingpartialshipment,transshipmentinfavoroftheSellersandaddressedtoSellerspayableatsightagainstfirstpresentationoftheshippingdocumenttoOpeningBank.ThecoveringletterofcreditmustreachtheSellers30daysbeforeshipmentandremainvalidinChinauntilthe21stday(inclusive)fromthedateofshipment.（二）閱讀技巧（次重點）應(yīng)用：商務(wù)英語詞匯一詞多義性（三）課外練習(xí)（一般）理解：1.BusinessNegotiation貿(mào)易磋商2.TwoBusinessLetters商業(yè)信函實例（四）拓展閱讀（一般）理解：1.ALetterofCredit信用證2.ABusinessLetter—ReviseFormerLetterofCredit信用證修訂書3.ABookingOrder訂艙委托書4.ACommercialInvoice商業(yè)發(fā)票第六單元經(jīng)濟全球化一、學(xué)習(xí)目的與規(guī)定通過本單元學(xué)習(xí)，掌握商務(wù)英語特殊用詞的記憶方式，理解全球經(jīng)濟一體化進程及其發(fā)展趨勢。二、考核知識點與考核目的（一）課內(nèi)訓(xùn)練（重點）識記：1.GameTheory博弈論名詞解釋：Oligopoly求過于供的市場狀況Pricecutting大減價Dilemma困境Gametheory博弈論AdamSmith亞當·斯密，英國古典政治經(jīng)濟學(xué)代表人物，著有《國富論》Invisiblehand“看不見的手”句子翻譯：Gametheoryhasbeenusedbyeconomiststostudytheinteractionofoligopolies,on-managementdisputes;countriestradepolicies,internationalenvironmentalagreements,reputations,andahostofothersituations.2.E-Commerce:TheKittyHawkEra電子商務(wù)：KittyHawk時代名詞解釋：Salesvolume銷售量Megastore超級賣場Cyberspace網(wǎng)絡(luò)空間Distributor分銷商Retailer零售商Intermediary中介Stockbroker股票經(jīng)紀人Dealer經(jīng)銷商Leverage杠桿作用E-commerce電子商務(wù)Wal-Mart沃爾瑪，世界第一大零售商Brick-and-mortar老式意義上的企業(yè)句子翻譯：Slowlybutsurely,consumersareleavingmallstoshopon-line,oftenintheirpajamasat11PM.Andanyonewhodoubtsthepotentialpowerofthee-commercejuggernauthasn’tgraspedtheadvantageforbothconsumersandbusinesses.Allcompaniesfeartheleveragegainedbyconsumerswhocandemandever-lowerprices.Finally,businessesarerapidlylearningthatitisn’tenoughtotackthesuffix“dotcom”ontothecompanyname.（二）閱讀技巧（次重點）應(yīng)用：商務(wù)英語用詞一詞多義性（三）課外練習(xí)（一般）理解：1.TheLogicofEconomics經(jīng)濟學(xué)邏輯名詞解釋：Inflation通貨膨脹Tariff關(guān)稅Quota配額Taxcutsof1964美國1964年的減稅政策GreatDepression1929年至1933年的西方世界的經(jīng)濟大蕭條2.TheFourWheelsofGrowth增進經(jīng)濟增長的四個要素（四）拓展閱讀（一般）理解：1.CareersinGlobalMarketing全球營銷下的職場規(guī)劃2.HowMarketsSolvetheThreeEconomicProblems市場處理三大經(jīng)濟問題的途徑3.GlobalMarketingWhatItIsandWhatItIsNot揭開全球營銷的面紗4.TheBusiness-to-businessCyber-buyingBazaar網(wǎng)絡(luò)購物市場第三部分有關(guān)闡明與實行規(guī)定一、考核的能力層次表述本大綱在考核目的中，按照“識記”、“理解”、“應(yīng)用”三個能力層次規(guī)定其應(yīng)到達的能力層次規(guī)定。各能力層次為遞進等級關(guān)系，後者必須建立在前者的基礎(chǔ)上，其含義是：識記：能懂得有關(guān)的名詞、概念、知識的含義，并能對的認識和表述，是低層次的規(guī)定。理解：在識記的基礎(chǔ)上，能全面把握基本概念、基本原理、基本措施，能掌握有關(guān)概念、原理、措施的區(qū)別與聯(lián)絡(luò)，是較高層次的規(guī)定。應(yīng)用：在理解的基礎(chǔ)上，能運用基本概念、基本原理、基本措施聯(lián)絡(luò)學(xué)過的多種知識點分析和處理有關(guān)的理論問題和實際問題，是最高層次的規(guī)定。二、教材1、指定教材《大學(xué)商貿(mào)英語閱讀教程》復(fù)旦大學(xué)出版社出版沈昂主編2、參照教材《出口貿(mào)易模擬操作教程》上海人民出版社祝衛(wèi)主編1999年版《商務(wù)英語閱讀》高等教育出版社王關(guān)富主編《劍橋商務(wù)英語閱讀教程》世界圖書出版企業(yè)侯新民主編《商務(wù)英語閱讀》外語教學(xué)與研究出版社朱梅萍主編《實用商務(wù)英語閱讀（第二版）》北京理工大學(xué)出版社蔡蔚主編三、自學(xué)措施指導(dǎo)1、在開始閱讀指定教材某一章之前，先翻閱大綱中有關(guān)這一章的考核知識點及對知識點的能力層次規(guī)定和考核目的，以便在閱讀教材時做到心中有數(shù)，有的放矢。2、閱讀教材時，要逐段細讀，逐句推敲，集中精力，吃透每一種知識點，對基本概念必須深刻理解，對基本理論必須徹底弄清，對基本措施必須牢固掌握。3、在自學(xué)過程中，既要思索問題，也要做好閱讀筆記，把教材中的基本概念、原理、措施等加以整頓，這可從中加深對問題的認知、理解和記憶，以利于突出重點，并涵蓋整個內(nèi)容，可以不停提高自學(xué)能力。4、完畢書後作業(yè)和合適的輔導(dǎo)練習(xí)是理解、消化和鞏固所學(xué)知識，培養(yǎng)分析問題、處理問題及提高能力的重要環(huán)節(jié)，在做練習(xí)之前，應(yīng)認真閱讀教材，按考核目的所規(guī)定的不一樣層次，掌握教材內(nèi)容，在練習(xí)過程中對所學(xué)知識進行合理的回憶與發(fā)揮，重視理論聯(lián)絡(luò)實際和詳細問題詳細分析，解題時應(yīng)注意培養(yǎng)邏輯性，針對問題圍繞有關(guān)知識點進行層次（環(huán)節(jié)）分明的論述或推導(dǎo)，明確各層次（環(huán)節(jié)）間的邏輯關(guān)系。四、對社會助學(xué)的規(guī)定1、應(yīng)熟知考試大綱對課程提出的總規(guī)定和各章的知識點。2、應(yīng)掌握各知識點規(guī)定到達的能力層次，并深刻理解對各知識點的考核目的。3、輔導(dǎo)時，應(yīng)以考試大綱為根據(jù)，指定的教材為基礎(chǔ)，不要隨意增刪內(nèi)容，以免與大綱脫節(jié)。4、輔導(dǎo)時，應(yīng)對學(xué)習(xí)措施進行指導(dǎo)，宜倡導(dǎo)"認真閱讀教材，刻苦鉆研教材，積極爭取協(xié)助，依托自已學(xué)通"的措施。5、輔導(dǎo)時，要注意突出重點，對考生提出的問題，不要有問即答，要積極啟發(fā)引導(dǎo)。6、注意對應(yīng)考者能力的培養(yǎng)，尤其是自學(xué)能力的培養(yǎng)，要引導(dǎo)考生逐漸學(xué)會獨立學(xué)習(xí)，在自學(xué)過程中善于提出問題，分析問題，做出判斷，處理問題。7、要使考生理解試題的難易與能力層次高下兩者不完全是一回事，在各個能力層次中會存在著不一樣難度的試題。8、助學(xué)課時：本課程共4學(xué)分，提議總課時72，助學(xué)課時分派如下：單元內(nèi)容學(xué)時第一單元財經(jīng)12第二單元人力資源管理12第三單元市場12第四單元管理12第五單元貿(mào)易12第六單元經(jīng)濟全球化12合計72五、有關(guān)命題考試的若干規(guī)定(包括能力層次比例、難易度比例、內(nèi)容程度比例、題型、考試措施和考試時間等)1、本大綱各章所提到的內(nèi)容和考核目的都是考試內(nèi)容。試題覆蓋到章，合適突出重點。2、試卷中對不一樣能力層次的試題比例大體是："識記"為30%、"理解"為40％、"應(yīng)用"為30％。3、試題難易程度應(yīng)合理：易、較易、較難、難比例為2：3：3：2。4、每份試卷中，各類考核點所占比例約為：重點占65%，次重點占25%，一般占10%。5、試題類型一般分為：閱讀理解、迅速閱讀、名詞解釋、簡答題、翻譯題等。6、理論課程考試采用閉卷筆試，考試時間150分鐘，采用百分制評分，60分合格。六、題型示例（一）閱讀理解Readingcomprehension.Althoughitisnothingnewforcompaniestobuildrelationshipswithcustomers,ithasgenerallybeendoneonaone-to-onebasis.Inrecentyears,however,technologicaldevelopmentshavemadeitpossibletobuildupindividualrelationshipswithclientsonamuchlargerscale,andthismoresophisticatedkindofoperationisknownasrelationshipmarketing.Relationshipmarketingaimstoincreasesalesthroughdeliberateeffortstoretaincustomersandpromotetwo-waycommunicationwiththemandnewtechnologyhasmakecommunicationpossiblewithaforlargercustomerbasethanbefore.Theinformationgatheredformsthebasisofhighlytechnicalanalysesofcustomerpurchasingandprofitability,whichcanbeusedtoincreasesales.Thebuildingofgoodpersonalrelationshipswithcustomersisusuallyintegraltothemanagementofsmallbusinesses,andownersofsmallcornershopsclearlyillustratetheessenceofrelationshipmarketing,althoughthetechnologyavailabletothemisfarlessadvancedthanthatavailableto,say,asupermarketchain.Smallshopkeepershavedirectknowledgeofregularcustomersandbecomefamiliarwiththeirneeds,likesanddislikes.Theshopkeeperscanthenprovideservicestailoredtoindividualneeds.Overtime,abondofloyaltyislikelytodevelopbetweenshopkeepersandregularcustomers.Thebenefitsofrelationshipmarketingenjoyedbysmallbusinessesarenowavailabletobigbusinesses,thankstoanumberofdevelopments.Firstandforemostistheincreasingrecognitionoftheimportanceofprofitabilityofretainingexistingcustomers.Secondly,technologieshavebeendevelopedwhichenablethecollection,manipulationandanalysisofhugebanksofcustomerinformation.Largeretailerscanusestorecardstoobtaindetailedbackgroundinformationaboutcustomer’sages,salariesandlifestyles,andpoint-of-saletechnologycanbesuedtotrackpurchasesmadebyeverycustomer.Electronicstorageenablesallofthisinformationtoberetained,manipulatedandintegrated,whiledetailedanalysescanbecarriedoutonevermorepowerfulcomputers.Companiesarethusabletotargetindividualsamongsttheirthousandsofcustomerswithuniquepromotionsorinformationmatchedtotheirbackgroundsandtotheirpurchasingtendencies.Thirdly,companiesfeelaneedtouserelationshipmarketingbecauseofincreasedcompetition:amassingknowledgeaboutcustomersandbuildingupcustomerrelationshipsthroughinteractivecontactcanenableorganizationstodifferentiatetheirproductsorservicesmoreeasilyformthoseofcompetitors.However,relationshipmarketingisnotalwaystherightroutefororganizationstotake,andisnotappropriateforallcustomers.Somebankcustomers,forexample,costmoretoservethanthebankactuallymakesformtheircustom,whileasupermarketcustomerwhospendsverylittleanddoesnotshopregularlydoesnotjustifytheexpenditureofseveralpoundsperannumonrelationshipmarketing.Inaddition,customersmaynotalwaysbeinterestedinarelationship,evenwheretherearedemonstrablebenefitstobehad.Overall,successfulrelationshipmarketingdependsuponselectingandtargetingthecustomersyouwishtoretain,andidentifyingsalesareaswheretheinvestmentandeffortwillbeworthwhile.Manyorganizationshavefoundtheapproachtobeveryrewardingintermsofcustomerretentionandrelatedprofitability,butrelationshipmarketingisstilladevelopingfieldandisneithercheapnoreasytooperate.Itinvolvesanintegrativeapproachwhichdrawsmarketing,qualityandcustomerservicetogether;italsodependsupondevelopingthecapacityofeveryemployeeparticularlyfront-linestafftomarketthegoodsorservicesoftheorganizationinacustomer-focusedway;andfinally,itcanrequireheavyinvestmentinappropriateinformationtechnology.1.Inthefirstparagraph,thewriterdescribesrelationshipmarketingas____.A.anideathathaspassedinandoutoffashionoverthelastfewyears.B.atermusedforanactivitythatusedtoexistinamorebasicform.C.awayforacompanytoadvertisetoitscustomers.D.awayforacompanytoanalyzeitsprofitability.2.Whyaresmallshopkeepersusedtoillustraterelationshipmarketing?A.Theirsuccessdependsontheirrelationshipswiththeircustomers.B.Theykeepinformationabouttheircustomersoncomputer.C.Theywerethefirsttousethetermrelationshipmarketing.D.Theirrelationshipwithcustomershasstartedtochangerecently.3.Onereasonwhylargecompaniesdidn’tuserelationshipmarketinginthepastisthat____.A.theyunderestimatedthetruevalueofcustomerloyalty.B.heircustomersdidn’twantthemtocollectinformation.C.theydidn’tneedtofindoutaboutindividualcustomers.D.theydidn’tthinktheycouldjustifytheexpenses.（二）迅速閱讀Skimmingandscanning.Therearevariouswaysinwhichindividualeconomicunitscaninteractwithoneanother.Threebasicwaysmaybedescribedasthemarketsystem,theadministeredsystem,andthetraditionalsystem.Inamarketsystemindividualeconomicunitsarefreetointeractamongeachotherinthemarketplace.Itispossibletobuycommoditiesfromothereconomicunitsorsellcommoditiestothem.Inamarket,transactionsmaytakeplaceviabarterormoneyexchange.Inabartereconomy,realgoodssuchasautomobiles,shoes,andpizzasaretradedagainsteachother.Obviously,findingsomebodywhowantstotrademyoldcarinexchangeforasailboatmaynotalwaysbeaneasytask.Hence,theintroductionofmoneyasamediumofexchangeeasestransactionsconsiderably.Inthemodernmarketeconomy,goodsandservicesareboughtorsoldformoney.Analternativetothemarketsystemisadministrativecontrolbysomeagencyoveralltransactions.Thisagencywillissueedictsorcommandsastohowmuchofeachgoodandserviceshouldbeproduced,exchanged,andconsumedbyeacheconomicunit.Centralplanningmaybeonewayofadministeringsuchaneconomy.Thecentralplan,drawnupbythegovernment,showstheamountsofeachcommodityproducedbythevariousfirmsandallocatedtodifferent