阅读试题

International irade fairs have become extremely important venues For conducting business. yet very few domestically based sales organizations have an understanding of how to cake advantage of the opportunities that these shows present. Unlike U.S. trade shows. at which there is an open display of one's goods and services and a 1ot of looking but no buying. a European trade show is relatively closed and only open to those who are there to conduct business.The U.S. company often will spend a lot of money to set up an open display with charming sales people with little seniority or authority. The exhibit is saying. in effect, everyone and anyone is welcome but do not ask too many questions or expect to conduct any serious business. A comparable German exhibit will be more like a fortress where savvy gatekeepers will quickly weed out all but the most important clients who. once allowed into the inner sanctum, will meet directly with senior managers. The message that this exhibit is sending out is that only very special people are welcome and that is its privilege to be allowed to stay.

In some societies. the first thing people care about is quality ("Is it the best?"); in other societies, the first thing on a customer's mind is the cost("How cheap is it?"); and in other countries. the concern is style "'How does it look?"). The color. size. and quantity of items need to be. considered in the packaging of any product. The color blue is for funerals in some countries,smaller items are preferred over large items, and number of items in a package can be critical. For example. a golf ball manufacturer unknowingly packaged their golf balls in groups of four and then set 50.000 units to their Asian distributor who promptly sent them all back, advising the manufacturer to repackage the golf balls in packages of three.In many of the countries where the golf balls were to be distributed, the number 4 was equated with death whereas the number 3 is symbolic of long life. For golfers who are known to he superstitious, the number of golf balls in each package was more important to the distributor than the quality of the product.

参考译文

[2]国际商品交易会已经成为做买卖的非常重要的场所，但是很少有内销机构了解如何利用这类交易会提供的机会。美国的商品交易会公开展示企业的商品和服务，许多人参观但不购买商品中，欧洲的商品交易会则与此不同，它们相对封闭，只对来做买卖的人开放。[1]美国公司常常花大笔钱举办公开展览，并让许多有魅力却没有什么资历或权威的销售人员参加。事实上，这种 展览在告诉人们，无论什么人来参观都是一律欢迎，但不要提很多问题，也别期望真能做买卖。[3]类似的德国展览更像一座城堡，精明的守门人很快就能从众多的人中挑出最重要的顾客，他们一旦被允许进入里面的“密室”，就能直接见到高级经理。这种展览传递的信息是，只有非常特殊的人才受到欢迎，能被允许入内是一种荣幸。

在某些社会，人们首先关心的是质量（“它们是最好的吗？”）；而在另一些社会，顾客心中首先想到的是价格（“它有多便宜？”）；而在其他国家，人们关心的是款式（“它是什么样子？”）。[4]任何产品的包装都需要考虑颜色、尺码和数量。蓝色在一些国家是幸福的颜色，小件比大件更受欢迎，而每包的件数可能是至关重要的。例如，一位不知情的高尔夫球生产商以4个为一套包装高尔夫球，然后向他们的亚洲批发商发去5万套，批发商立刻全部退货，并建议生产商以3个为一套重新包装。在高尔夫球销往的许多国家，数字4等同于死亡，而数字3则象征长寿。面对那些有迷信思想的高尔夫球手，对批发商来说，每套高尔夫球的数目比产品的质量更重要。

测试题

1.The author may most probably agree that the U.S. trade shows are___________.

A) unsatisfactorily-conducted

B) businessman-targeted

C) delicately-decorated

D) profit-oriented

2.By comparing the U.S. trade shows and the European ones, the author means to________.

A) indicate the advantages of the European trade shows

B) show the different opportunities provided by the trade shows

C) prove different people's preference for different trade shows

D) emphasize the importance of international trade shows

3.The gatekeepers of the German exhibits can best be described as“______________”．

A) restrained

B) shrewd

C) modest

D) decent

4.The golf balls were sent back to che manufacturer because_______________.

A) the distributor was ignorant of the symbolic meaning of numbers

B) the golfer wanted them to be repackaged

C) the manufacturer didn’t consider the quantity of items when packaging

D) the distributor was not able to sell them all

5.It can be inferred from the passage that. when conducting business. one should___________.

A) put the quality of the product before any other Factors

B) realize the importance of international trade fairs

C) employ professional and experienced sales people

D) cake people's different beliefs into account

选项翻译与答案详解

1.关于美国贸易展，作者最可能同意下列哪种说法？

A）运作得不尽人意。

B)针对的是生意人。

C)装饰得很高雅。

D)以营利为导向。

[C]从首段第3句中的spend a lot of money及charming sales people可以看出美国的交易会着重的是会场的布置，而非对产品的专业介绍，由此可见，C最适合用于形容美国的交易会。

2.作者比较了美国的贸易展和欧洲的贸易展，意图是__________。

A)指出欧洲贸易展的优越性

B）显示出贸易展所提供的不同的机会

C)证明不同的人喜欢不同的贸易展

D)强调国际贸易展的重要性

[B]作者在首段分别描述了美国和欧洲商品交易会的举办形式，目的是为了说明该段首句的观点，而在首句中，作者要强调的是yet引出的转折句，由此可见，我们可以将首句当作观点，而其他句子是支持该观点的句子，因此，B是作者的写作目的。

3.形容德国展览会的看门人最好的词汇是_____________。

A)冷静的

B）精明的

C）温和的

D）体面的

[B]本题事实上是一道词汇题，考查对savvy 一词的词义推断。从上下文来看，此处的savvy gatekeepers与美国商品交易会里的charming sales peopie with little seniority or authority形成对比，美国交易会上的销售人员没有经验、不够精明，而欧洲交易会却相反。连看门人都很精明，能从众人中快速挑出最重要的顾客，因此，最能形容看门人的词是B（精明的）。

4.高尔夫球被退回至生产商，因为____________。

A)分销商不知道一些数字的象征性意义

B)高尔夫球手希望高尔夫球能够被重新包装

C)生产商在进行包装的时候没有注意产品的数量

D)分销商不能够销售掉所有的高尔夫球

[C]从第2段第4句开头的For example可以知道关于高尔夫球的例子是用于支持前一句的观点，而从例子的具体内容（其中的数字）可知C正确。

5.从文章中可以推断出，在做生意的时候，人们应该______________。

A)将产品的质量放在所有因素的首位

B)意识到国际贸易展的重要性

C)雇佣专业的、有经验的销售人员

D)要考虑到人们不同的信仰

[D]作者在第1段提到美国和欧洲交易会的不同，在第2段提到不同的社会群体对产品有不同的要求，综合来看可以知道作者的观点是不同的市场对产品的要求不同，选项D就表达了这个观点，由此也可看出，本题其实是主旨题，需要通篇考虑才能做出正确的选择。