PART TWO

　　Questions 8 – 12

　　l Read the following text.

　　l Choose the best sentence from the list on page 36 to fill each of the gaps.

　　l For each gap 8 – 12 mark one letter A – I on your Answer Sheet.

　　l Do not mark any letter twice.

　　Marketing

　　In the past, the concept of marketing emphasised sales. The producer or manufacturer made a product he wanted to sell. ____ example ____ . Basically, selling the product would be accomplished by sales promotion, which included advertising and personal selling ____ (8) ____ Distribution consisted of transportation, storage, and related services such as financing, standardisation and grading, and the related risks.

　　The modern marketing concept encompasses all of the activities mentioned, but it is based on a different set of principles ____ (9) ____ In other words, goods should be produced only if they can be sold. Therefore, the producer should consider who is going to buy the product ------ or what the market for the product is ---- before production begins.

　　Marketing now involves first deciding what the customer wants, and designing and producing a product that satisfies these wants at a profit to the company ____(11)____ This is much more difficult since it involves human behaviour. ____(12)____ Thus, demand and market forces are still an important aspect of modern marketing, but they are considered prior to the production process.

　　Example: C

　　A. It subscribes to the notion that production can be economically justified only by consumption.

　　B. Marketing was the task of figuring out how to sell the product.

　　C. Marketing is as important in today’s economy as the production of goods and services.

　　D. Production, on the other hand, is mostly an engineering problem.

　　E. Such markets must be created and stimulated by managers.

　　F. This is very different from making a product and then thinking about how to sell it.

　　G. More than half the cost of consumer goods can be traced to marketing activities.

　　H. In addition to sales promotion, marketing also involved the physical distribution of the

　　product to the places where it was actually sold.

　　I. Instead of concentrating solely on production, the company must consider the desires of the

　　consumer.

　　答案：Questions 8 - 12: H, A, F, I, D

　　試題 9

　　PART TWO

　　Questions 8-12

　　l Read the text below about career planning.

　　l Choose the best sentence from the list on the opposite page to fill each of the gaps.

　　l For each gap 8-12, mark one letter (A-I) on your Answer sheet.

　　l Do not use any letter more than once.

　　Career Planning

　　For many employees, automatic promotion up the ranks of a company is becoming increasingly rare. A new study suggests that, in response, employers need to consider how they can help staff develop their careers.

　　Employers need to rethink their approach to career management completely, according to the latest research by the Institute of Employment Studies. The new study finds that in fact there is little opportunity for individual career development in many large organisations. (example)____.The Institute of Employment Studies makes it clear that it is not good practice for companies to hand over career development to individual employees and then simply leave them to get on with it. (8) ____.

　　So how should employers help their staff develop a career? Most employees have come to accept that career development is not always the same thing as upward promotion and a higher salary. (9) ____.They must also ensure that these opportunities are extended to all their staff and not just to selected individuals.

　　Nick Bridges, who is Director of Human Resources Policy at the Bank of Eastern England, believes there is more talk than action in this area. (10) ____. One way, he believes, for companies to show how serious they are about individual learning is to make it an official part of company practice, as the Bank of Eastern England has done. (11)____. This document, he points out, has made the role of managers clear, and the company has also invested huge amounts of money educating managers so that they can then train their staff.

　　Another company, British Chemicals, has contracted an independent organisation to help staff with confidential career advice. According to John Yates, the head of Individual Learning and Development at British Chemicals, there is an important role for outside agencies to play in the career management process. He adds that it is company policy for managers to give all staff ‘roadmaps’ which show possible career routes within the company structure. (12)____. This has worked especially well, he says, for staff who are used to depending on their line managers for guidance.

　　Many large organisations now recognise that career development cannot be regarded in isolation, and must be part of an overall business strategy. Human Resources has a real role to play in building a strong workforce which meets a company’s long-term business needs and makes it more competitive.

　　A Its policy statement says that by 2006, eighty per cent of its staff will have a professional qualification.

　　B His recommendations go even further than that, and he has called for a national debate on the issue of what should be regarded as a career in the future.

　　C This change of attitude means employers need to place more emphasis on giving staff the chance to develop a range of skills through horizontal job moves.

　　D It points out that employees need to know what the overall company vision is in order to achieve many of these.

　　E The problem that often arises is that, while they are increasingly encouraged to manage their own careers, they are not provided with the knowledge and training to do this.

　　F They are able to see that, contrary to expectations, jobs in different fields are similar, and they can also see how it is possible to cross over to other areas.

　　G Its employees are no longer motivated by these factors alone, and the problem today is matching a person’s motivation with the right job.

　　H He argues that while Human Resources managers are saying the way forward is through self-managed learning and self-development, they are still failing to provide adequate learning resources.

　　I The main reasons for this, it concludes, are the recent cuts in the number of middle-management posts, and the changes that have taken place in the responsibilities of personnel departments.

　　答案：8.E 9.C 10.H 11.A 12.D