|
|
Passage 1
Changing technology and markets have stimulated the team approach to
management. Inflation, resource scarcity, reduced personnel levels and budget
cuts have all underscored the need for better coordination in organizations.
Team management provides for this coordination. Team management calls for new
skills if personnel potential is to be fully realized. Although a team maybe
composed of knowledgeable people, they must learn new ways of relating and
working together to solve cross-functional problems.
When teams consist of experienced employees from hierarchical
organizations, who had been conditioned to traditional organizational culture,
cooperation may not occur naturally. It may need to be created.
Furthermore, the issue is not just how the team can function more
effectively, but how it integrates with the overall organization or society it
supposedly serves.
A group of individuals is not automatically a team. Therefore, teambuilding
may be necessary in order to improve the group’s performance.
Casey, an expert in this filed, suggests that the cooperation process
within teams, must be organized, promoted and managed. He believes that team
cooperation results when members go beyond their individual capabilities, beyond
what each is used to being and doing. Together, the team may then produce
something new, unique, and superior to that of any one member. For this to
happen, he suggests that the multicultural managers exhibit understandings of
their own and others’ cultural influences and limitations. They should also
cultivate such skills as toleration of ambiguity, persistence and patience, as
well as assertiveness.
If a team manager exemplifies such qualities, then the team as a whole
would be better able to realize their potential and achieve their
objectives.
问题+答案：
16. What should team members do to fully realize their potential?
B) Follow closely the fast development of technology.
17. What needs to be considered for effective team management?
B) What type of personnel the team should be composed of.
18. What conclusion can we draw from what Casey says?
D) A team manager should develop a certain set skills.
Passage 2
In early 1994, when Marc Andreessen was just 23 years old, he arrived in
Silicon Valley with an idea that would change the world. As a student at the
University of Illinois, he and his friends had developed a program called
Mosaic, which allowed people to share information on the worldwide web. Before
Mosaic, the web had been used mainly by scientists and other technical people,
who were happy just to send and receive text. But web Mosaic, Andreessen and his
friends, had developed a program, which could send images over the web as
well.
Mosaic was an overnight success. It was put on the university’s network at
the beginning of 1993, and by the end of the year, it had over a million users.
Soon after, Andreessen went to seek his fortune in Silicon Valley. Once he got
there, he started to have meetings with the man called Jim Clark, who was one of
the valley’s most famous entrepreneurs.
In 1994, nobody was making any real money from the Internet, which was
still very slow and hard to use. But Andreessen had seen an opportunity that
would make him and Clark rich within 2 years. He suggested, they should create a
new computer program that would do the same job as Mosaic, but would be much
easier to use. Clark listened carefully to Andreessen, whose ideas and
enthusiasm impressed him greatly. Eventually, Clark agreed to invest 3 million
dollars of his own money in the project and raised an extra 15 million from
venture capitalists who are always keen to listen to Clark’s new ideas.
问题+答案：
19. What do we learn about Mosaic?
A) It is a program allowing people to share information on the Web.
20. What did Andreessen do upon arriving Silicon Valley?
B) He met with an entrepreneur named Jim Clark.
21. Why would venture capitalists willing to join in Clark’s
investment?
B) They had confidence in his new ideas.
Passage3
Advertising informs consumers about the existence and benefits of products
and services, and attempts to persuade them to buy them. The best form of
advertising is probably word-of-mouth advertising, which occurs when people tell
their friends about the benefits of products or services that they have
purchased. Yet virtually no providers of goods or services rely on this alone,
but use paid advertising instead.
Indeed, many organizations also use institutional or prestige advertising,
which is designed to build up their reputation rather than to sell particular
products. Although large companies could easily set up their own advertising
departments, write their own advertisements, and buy media space themselves,
they tend to use the services of large advertising agencies. These are likely to
have more resources and more knowledge about all aspects of advertising and
advertising media than a single company. It is also easier for a dissatisfied
company to give its account to another agency than it would be to fire its own
advertising stuff.
The client company generally gives the advertising agency an agreed budget;
a statement of the objectives of the advertising campaign, known as a brief; and
an overall advertising strategy concerning the message to be communicated to the
target customers. The agency creates advertisements and develops a media plan
specifying which media will be used and in which proportions. Agencies often
produce alternative ads or commercials that are pre-tested in newspapers,
television stations, etc. in different parts of a country before a final choice
is made prior to a national campaign.
Q22. What is probably the best form of advertising according to the
speaker?
A. Word-of-mouth advertising.
Q23. What does the speaker say is the purpose of many organizations using
prestige adverting?
D. To build up their reputation.
Q24. How do large companies generally handle their advertising?
D. By using the services of large advertising agencies.
Q25. What will advertising agencies often do before a national
campaign?
C. Pre-test alternative ads or commercials in certain regions.
|
|
发表于 2016-7-12 13:03:31