Unit 1 单元测验（第一周课后完成）

1、单选题：
The creation of Virgin Cola, Virgin Air, Virgin Rail and Virgin Bride is an example of     ‎    __________ . ‎‌‎
选项：
A: brand stretching   
B: brand loyalty   
C: brand awareness  
D: brand equity
答案: 【 brand stretching   】

2、单选题：
Consumers who always buy Levi’s when they need a new pair of jeans are showing ‏    __________ .‏
选项：
A: brand stretching   
B: brand loyalty  
C:  brand awareness  
D:  brand equity
答案: 【 brand loyalty  】

3、单选题：
 The use of BMW cars and Nokia phones in James Bond films are examples of ‏    ___________ . ‏‌‏
选项：
A: product endorsement 
B:  product placement  
C:     product cycle   
D:    product range
答案: 【  product placement  】

4、单选题：
Cheap but good Chinese products have brought ___________ to Americans by giving them  ​     more choices and reducing the country’s inflation rate. ​‎​
选项：
A: intangible benefits  
B:      tangible benefits  
C:    outsource   
D:     disadvantage
答案: 【      tangible benefits  】

5、单选题：
Not enough people recognize our logo; we need to spend a lot more on raising___________ .‎
选项：
A: brand stretching  
B:     brand loyalty   
C:     brand awareness   
D:   brand equity
答案: 【     brand awareness   】

6、单选题：
David Beckham advertising Vodafone is an example of ___________ . ‍‍
选项：
A:  product endorsement  
B:       product placement  
C:      product cycle   
D:    product range
答案: 【  product endorsement  】

7、单选题：
    ___________ refers to the value, both tangible and intangible, that a brand adds to a ​    product/service.​
选项：
A:  Brand loyalty   
B: Brand awareness   
C:  Brand equity   
D:  Brand name
答案: 【  Brand equity   】

8、单选题：
 __________ refer to the statistical data of a population, especially those showing average  ‎    age, income, education, etc.‎  ‎
选项：
A: Focus group   
B:     Customers         
C:    Stockers          
D:   Demographics
答案: 【   Demographics】

9、单选题：
The Toblerone ________ contains the image of a bear hidden in the Matterhorn mountain, ‎    which is where Toblerone originally came from.‎  ‎
选项：
A: logo       
B:  brand              
C:   name               
D: slogan
答案: 【 logo       】

10、单选题：
For example, if a company has 1.5 million shares outstanding at a share price of $25, its ‍     ___________ is $37.5 million.‍‏‍
选项：
A: market cap     
B:   profit                 
C:   maximum value        
D:  capital
答案: 【 market cap     】

11、判断题：
In order to take helpful notes during class, it is important to understand your instructors’ style of lecturing.‏‍‏
选项：
A: 正确
B: 错误
答案: 【 正确】

12、判断题：
‎      Note-taking should take place during class.‎
选项：
A: 正确
B: 错误
答案: 【 错误】

13、判断题：
‍      If textbook assignments are boring, the student does not have to complete them.‍
选项：
A: 正确
B: 错误
答案: 【 错误】

14、判断题：
It is essential for students to take good notes during class because studies show that we forget 50% of what hear immediately after.‍‍‍
选项：
A: 正确
B: 错误
答案: 【 错误】

15、判断题：
Before a class begins, it is important to review notes from reading assignments and previous  ‏   lectures.‏‏‏
选项：
A: 正确
B: 错误
答案: 【 正确】

16、填空题：
‍Directions: Complete the response to Jack’s questions below.‎ ‎Why don’t we    In my opinion   How about     I’m afraid   I see   I think ‎ ‎‍ ‎Jack: The proposal is the we change our logo and rethink our brand image. So, what are your views ‎on this.‎Mary: ____________ (1), this is the only way to solve our current problems.‎
答案: 【 In my opinion】

17、填空题：
Directions: Complete the response to Jack’s questions below.​ ​Why don’t we    In my opinion   How about     I’m afraid   I see   I think​ ​John: ____________ (2) focus on our brand image first? That’s the key issue!​‍​‍​
答案: 【 Why don’t we】

18、填空题：
​Directions: Complete the response to Jack’s questions below.‏ ‏Why don’t we    In my opinion   How about     I’m afraid   I see   I think ‏ ‏Andy: ____________ (3) I can’t agree. What we need is a wider product range.‏​‏
答案: 【 I’m afraid】

19、填空题：
‍Directions: Complete the response to Jack’s questions below.​ ​Why don’t we    In my opinion   How about     I’m afraid   I see   I think ​ ​Clara: ____________ (4) dong both? We can stretch our brand and improve our image at the same  time.​‍​
答案: 【 How about】

20、填空题：
‏Directions: Complete the response to Jack’s questions below.​ ​Why don’t we    In my opinion   How about     I’m afraid   I see   I think ​ ​      Victor: ____________ (5) what you mean, but we’ve got to start somewhere, and a new image is more important at this stage.​‏​
答案: 【 I see】

随堂测验

1、单选题：
1.     Which of the following SWOT elements are internal factors for a business?‏
选项：
A:  Strengths and Weaknesses 
B: Opportunities and Threats 

C: Strengths and Opportunities 

D: Weaknesses and Threats 

答案: 【  Strengths and Weaknesses 】

2、单选题：
2. Which of the following is false regarding why a SWOT Analysis is used?‎
选项：
A:  To build on the strengths of a business 

B: To minimize the weaknesses of a business 

C: To reduce opportunities available to a business 
D:                    To counteract threats to a business 
答案: 【 To reduce opportunities available to a business 】

3、单选题：
3. Which of the following could be a strength?‎
选项：
A: Weather           
B: New international market
C: A price that is too high

D:       The location of a business
答案: 【       The location of a business】

4、单选题：
4. Which of the following could be a weakness?
‍
选项：
A: A developing market such as the Internet

B: Competitors with access to better channels of distribution
C: Poor quality of goods and services

D:       Special marketing expertise 
答案: 【 Poor quality of goods and services
】

5、单选题：
5. Which of the following could be an opportunity?
‍
选项：
A: Having quality processes and procedures

B: Moving into new market segments that offer improved profits
C: Damaged reputation

D: A new competitor in your home market
答案: 【 Moving into new market segments that offer improved profits】

Unit 2 单元测验（第三周课后完成）

1、单选题：
‍Travel happens with or without luggage, and it can be one way or ________ trip.​
选项：
A: around
B: round
C: back
D: odd
答案: 【 round】

2、单选题：
‎If you go abroad, you need your ________ as one of your travel documents.‏
选项：
A: passport
B: money
C: insurance
D: credit card
答案: 【 passport】

3、单选题：
‎In customer loyalty program, customers are often given a unique ______, such as a membership card.‍
选项：
A: reward
B: letter
C: identifier
D: badge
答案: 【 identifier】

4、单选题：
‏Loyalty programs could _________.‏
选项：
A: largely increase investment
B: decrease the company’s fame
C: strengthen the relationship with customers
D: disturv the management
答案: 【 strengthen the relationship with customers】

5、单选题：
‌According to the video, English listening is influenced by________.‍
选项：
A: speaking speed
B: noisy environment
C: the listener’s emotion
D: the listener’s grammar
答案: 【 speaking speed】

6、单选题：
‎Dealing with a customer’s complaints, you should_______________.‏
选项：
A: repeat back what you are hearing to show that you have listened
B: keep on asking questions to dig out the truth
C: always stand on your company to defend its benefits
D:  be very serious towards your customer
答案: 【 repeat back what you are hearing to show that you have listened】

7、单选题：
‏The letter to point out a mistake by the letter’s recipient is called the letter of _______.‎
选项：
A: complaint
B: order
C: request
D: application
答案: 【 complaint】

8、单选题：
‌________ is/ are directly shown in the chart or graph.‏
选项：
A: The general tendency
B: Time periods
C: Similarities and differences 
D: The future trend
答案: 【 Time periods】

9、单选题：
‏“Do in Rome as Romans do” means when we travel, we should________.‍
选项：
A: do as the local people do according to their customs, traditions and culture
B: behave as we like in a foreign place
C: do as the tourist guide suggests
D: do as we are in our hometown
答案: 【 do as the local people do according to their customs, traditions and culture】

10、单选题：
‍In the first paragraph of a business letter, you should introduce yourself and your ______. ‎
选项：
A: interest on the company
B:  purpose of writing this letter
C: good wish for the relationship between two companies
D: impression on the company 
答案: 【  purpose of writing this letter】

11、单选题：
‍Before you make a complaint, __________. ‌
选项：
A: try to expose your experience to the social media
B: try to get to know the company’s history
C: try to figure out who is in charge
D: try to show your anger
答案: 【 try to figure out who is in charge】

12、单选题：
‎According to the video, we can use the context, grammar and ______ to help us understand what others are talking about. ‎
选项：
A: imagination
B: non-vocal information
C: anticipation
D: clothes
答案: 【 non-vocal information】

13、单选题：
‍Try to deal with customers’ complaints with a sense of _______. ​
选项：
A: emergence
B: emergency
C: emergent
D: urgent
答案: 【 emergency】

14、填空题：
‌Direction: Arrange these options to form an anwer to a complaining message. Each option should be used only once. ‍‌A. I hope you can understand. ‍‌B. Thank you for choosing our company.‍‌C. But we will send you a special gift as compensation and we will enhance the training of our employees to offer better and more comfortable services. ‍‌D. I’m sorry about your broken luggage and the impolite treatment from our manager on duty. ‍‌E. I’m afraid that what you can get is just a new bag because we have our regulations and our policy. ‍
答案: 【 DEACB】

15、填空题：
‌Direction: Arrange these options to form an answer to a complaining message. Each option should be used only once. ‌‌A. Because our airline hasn’t finished the replacement of all the old airplanes, a few are still working.‌‌B. We will offer a 50% discount for your next trip from Barcelona to NY as compensation.‌‌C. I believe you will have a better travel experience in the future with the new airplane and good services. ‌‌D. I’m sorry for your awful travel experience! ‌‌E. Thank you for your criticism! ‌‌F. I’m afraid your flight is the one. ‌
答案: 【 DAFBCE】

16、填空题：
‎Directions: Please match the loyalty programs with their content and fill the blanks with the correspondent numbers.‍‎points programs,  2. spend programs, 3. tiered programs, 4. paid programs,   5.punch programs‍‎‍‎_______ Customers are rewarded a product or service of equal or lesser value free of charge for purchasing a particular product or service with “punches.”‍
答案: 【 5】

17、填空题：
Directions: Please match the loyalty programs with their content and fill the blanks with the correspondent numbers.‎‏points programs,  2. spend programs, 3. tiered programs, 4. paid programs,   5.punch programs‎‏________The programs let customers accumulate points that they can redeem for rewards or free products/services.‎
答案: 【 1】

18、填空题：
‎‌Directions: Please match the loyalty programs with their content and fill the blanks with the correspondent numbers.‌‎points programs,  2. spend programs, 3. tiered programs, 4. paid programs,   5.punch programs‌_________ The programs give customers rewards base