密云试卷.doc

首都经济贸易大学密云分校 2008—2009 学年第一学期 专科英语期末考试试卷A卷 考试方式 命题教师 考试时间 适用班级 考试日期 阅卷教师 闭卷 干阳阳 120分钟 国际金融与贸易 干阳阳 姓名:　　　　 班级：　　　　　　　　　 考号：　　　　　 成绩：　　　　 题号 第一题 第二题 第三题 第四题 第五题 总分 得分 PARTⅠ.Reading the following four texts and answer the questions on each text by chooing A,B,C or D. 40% Advertising can be thought of as “the means of making known in order to buy or sell good services”. Advertising aims to increase people’s awareness and arouse interest. It tries to inform and to persuade. The media are all used to spread the message, and the press offers a fairly cheap method. Magazines are used to reach special sections of the market.The cinema and commercial radio are useful for local market. Television, although more expensive, can be very effective. Posters are fairly cheap and more permanent in their power of attraction. Other ways of increasing consume interest are through exhibition and trade fairs as well as direct mail advertising. We might ask whether the cost of advertising is paid for by the manufacturer of by the consumer. Since advertising forms part of the cost production, which has to be covered by the selling price, it is clear that it is costumer who pays for advertising. However, if large scale advertising leads to increased demand, production costs are reduced, and the customer pay less. It is difficult to measure exactly the influence of advertising on sales. when the market is growing, advertising helps to increase demand. When the market is shrinking, advertising may prevent a bigger fall in scales than would occur without its suupport. What is clear is that businesses would not pay large sums for advertising if they were not convinced of its value to them. 1. Advertising is often used to ___________. A) convince customers B) promote production C) push the sales D) raise interest 2. According to the passage,”trade fairs” in the first paragraph may_______. A) replace exhibitions and markets B) supply local goods and servi