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提问人：网友cailim 发布时间：2022-01-07
[主观题]

Modern manufacturers, who need reliable sources of materials and technologically advancedc

omponents to operate profitably, face an increasingly difficult choice between owning theproducers of these items (a practice known as backward integration) and buying from independentproducers. Manufacturers who integrate may reap short-term rewards, but they often restrict theirfuture capacity for innovative product development.

Backward integration removes the need for some purchasing and marketing functions, centralizersoverhead, and permits manufacturers to eliminate duplicated efforts in research and development.Where components are commodities (ferrous metals or petroleum, for example), backwardintegration almost certainly boosts profits. Nevertheless, because product innovation meansadopting the most technologically advanced and cost-effective ways of making components,backward integration may entail a serious risk for a technologically active company-for example,a producer of sophisticated consumer electronics.

A company that decides to make rather than buy important parts can lock itself into an outdatedtechnology. Independent suppliers may be unwilling to share innovations with assemblers withwhom they are competing. Moreover, when an assembler sets out to master the technology ofproducing advanced components, the resulting demands on its resources may compromise itsability to assemble these components successfully into end products. Long-term contracts withsuppliers can achieve many of the same cost benefits as backward integration withoutcompromising a company’s ability to innovate.

However, moving away from backward integration is not a complete solution either. Developinginnovative technologies requires independent suppliers of components to invest huge sums inresearch and development. The resulting low profit margins on the sale of components threaten thelong-term financial stability of these firms. Because the ability of end-product assemblers torespond to market opportunities depends heavily on suppliers of components, assemblers are oftenforced to integrate by purchasing the suppliers of components just to keep their suppliers inbusiness.

According to the passage, all of the following are benefits associated with backward integration EXCEPT______

A．improvement in the management of overhead expenses

B．enhancement of profit margins on sales of components

C．simplification of purchasing and marketing operations

D．reliability of a source of necessary components

E．elimination of unnecessary research efforts

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更多“Modern manufacturers, who need reliable sources of materials and technologically advancedc”相关的问题
第1题
Section A Exploratory Reading Skim the following p...

Section A Exploratory Reading Skim the following passage and decide whether the following statements are true or false according to the passage. Advertising has become a very specialized activity in modern times. In the business world of today, supply is usually greater than demand. There is great competition between different manufacturers of the same kind of product to persuade customers to buy their own particular brand. They always have to remind the consumer of the name and the quality of their product. They do this by advertising. The manufacturer advertises in the newspapers and on posters. He sometimes pays for songs about his product in commercial radio programs. He employs attractive sales girls to distribute samples of it. He organizes competitions with prizes for the winners. He often advertises on the screens of local cinemas. Most important of all, in countries that have television he has advertisements put into programs that will accept them. Manufacturers often spend large sums of money on advertisements. We buy a particular product because we think that it is the best. We usually think so because of the advertisements that say so. Some people never pause to ask themselves if the advertisements are telling the truth. Statements 1. Demand is usually greater than supply in modern business world.

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第2题
One of the most authoritative voices speaking to us today is, of course, the voice of the
advertisers. It shouts at us from the television screen and the radio loudspeakers; waves to us from every page of the newspaper; signals to us from the roadside bill-boards all day and flashes messages to us in colored lights all night.

Advertising has been among England's biggest growth industries since the war. Perhaps the reason is that advertising saves the manufacturers from having to think about the customer.

At the stage of designing and developing a product, there is quite enough to think about without worrying over whether anybody will want to buy it. The designer is busy enough without adding customer-appeal to all his other problems of man-hours and machine tolerance and stress factors. So they just go ahead and make the thing and leave it to the advertiser to find clever ways of making it appeal to purchasers after they have finished it, by pretending that it confers(赋予) status, or attracts love, or signifies manliness.

Other manufacturers find advertising saves them from changing their product. And manufacturers hate change. The ideal product is one that goes on unchanged forever. If, therefore, for one reason or another, some alteration seems called for—how much better to change the image, the packet or the pitch made by the product, rather than go to all the inconvenience of changing the product itself.

Which of the following can best describe the author's attitude toward modern advertising？

A．Indifferent.

B．Shocked.

C．Disappearing.

D．Approving.

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第3题
One of the most authoritative voices speaking to us today is, of course, the voice of the
advertisers. Its shrilling clamour(喧闹声)dominates our lives. It shouts at us from the television screens and the radio loudspeakers; waves to us from every page of the newspaper; plucks at our sleeves on the escalator; signals to us from the mad-side Billboards all day and flashes messages to us in coloured lights at night.

Advertising has been among England's biggest growth industries since the war, in terms of the ratio of money earnings to demonstrate achievement. Why all this fantastic expenditure？

Perhaps the answer is that advertising saves the manufacturers from having to think about the customer. At the stage of designing and developing a product, there is quite enough to think about without worrying over whether anybody will want to buy it. The designer is busy enough without adding customer appeal to all his other problems of man-hours and machine tolerances and stress factors. So they just go ahead and make the thing and leave it to the advertiser to find eleven ways of making it appeal to purchasers after they finish it, by pretending that it gives status, or attracts love, or signifies manliness. If the advertising agency can do this authoritatively enough, the. manufacturer is in clover (养尊处优).

Other manufacturers find advertising saves them from changing their product. And manufacturers hate change. The ideal product is or another, some alteration seems called for how much better to change the image, the packet or the pitch made by the product, rather than go to all the inconvenience of changing the product itself.

According to the passage modern advertising becomes one of the most prosperous industries because ______.

A．people are more concerned with the image of a product rather than the product itself

B．it saves manufacturers from considering how the products can appeal to customers

C．there are all kinds of media available

D．there are many excellent advertisers who can make their voices authoritative

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第4题
Modern mass—production methods lower the cost of making goods, and thus give us better val
ues. At the same time ,American ingenuity(独创性) and science are constantly at work improving the quality of products. (79) In this way, better quality products at good values are continually being brought to the people of all income groups.

As an example of how this worked, when facial tissues (面巾纸) were first put on the market in 1924, they were made in limited quantities and sold at 65 cents per box of 200. People like these facial tissues immediately and began asking for them when they went into different stores. Because there was such a demand for the product, manufacturers began making tissues in larger and larger quantities. Because the manufacturers were making tissues in greater quantities, their production costs were lowered, so that the price of tissues went down. (80) In the meanwhile, the quality of facial tissues was constantly improving, because more manufacturers went into the business of making tissues, and each manufacturer strove to make his product better than his competitors’. Today, instead of costing 65 cents, a box of 200 tissues costs around one—third of that price, and they are both softer and stronger.

When people are free to compete—when they are free to make more things and make them better—everyone benefits.

In regard to the production of goods in greater quantities, the author states that ______.

A．the price of the goods should drop

B．the quality of the goods should improve

C．the price and the quality should both rise

D．the quality and the price should both drop

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第5题
There are examples of what can be done by the retailer within his store, but perhaps the b
iggest opportunity for cost-reduction stems from cooperation between manufacturer and distributor in analyzing the total costs involved in moving the product from the factory to the shopper's basket. A helpful technique in this connection is the concept of "direct product profit" which is widely used in the United States.

This is a technique for analyzing very precisely the costs and profits associated with each product line, with a view to isolating opportunities for cost reduction. For example, the in-store handling costs for particular item may be reduced if the manufacturer puts it in a large case or reduces the number of layers in the case. With the growing importance of prepackaging both for perishable items like meat and for non-food products, it is essential that the container should facilitate quick unloading and easy display.

More obvious is the case for cooperation in reducing the costs of delivery and unloading; the night delivery experiment in Central London is an example of this. Many shops lack proper unloading facilities, often because the local authorities or private developers who built them were not aware of what was needed. Many retailers do not employ modern handling techniques.

Some consumer goods manufacturers, such as Unilever, are playing a big part in streamlining the distribution system, simply because they are "market-oriented" companies which recognize the importance of low distribution costs. Even in Unilever, Lord Cole recalled the bad old days when distribution was looked upon as the least important of costs.

The process of distribution will gradually be made less labor-intensive; the difficulty of finding additional labor, apart from its cost, is the major factor behind.

The cost-reduction can be best achieved by ______.

A．the retailer in his store

B．cooperation between wholesalers and retailers

C．competition between manufacturers and retailers

D．cooperation between manufacturers and distributors

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第6题
Modern mass－production (成批生产) methods lower the cost of making goods, and thus give us
Modern mass-production (成批生产) methods lower the cost of making goods, and thus give us better values. At the same time, American ingenuity (独创性) and science are constantly at work improving the quality of products. In this way, better quality products at good values are continually being brought to the people of all income (收入) groups.

As an example of how this works, when facial tissues (面巾纸) were first put on the market in 1924, they were made in limited quantities and sold at 65 cents per box of 200. People liked these facial tissues immediately and began asking for them when they went into different stores. Because there was such a demand for the product, manufacturers began making tissues in larger quantities, their production costs were lowered, so that the cost of tissues went down. In the meanwhile, the quality of facial tissues was constantly improving, because more manufacturers went into the business of making tissues, and each manufacturer strove to make his product better than his competitors'. Today, instead of costing 65 cents, a box of 200 tissues costs around one-third of that price, and they are both softer and stronger.

When people are free to compete when they are free to make more things and make them better everyone benefits.

1、In regard to the production of goods in greater quantities, the author states that ________.

A.the price of the goods should drop

B.the quantity of the goods should improve

C.the quality should rise and the price should drop

D.the price and quality should both rise

2、 lt can be inferred from the example that___.

A.increased demand led to mass production

B.facial tissues attracted much attention when first put on the market for their low prices

C.better quality resulted from mass production

D.lower price resulted in lower quality of the facial tissues

3、Improved quality of facial tissues resulted from ________.

A.mass-production methods

B.popular demand or a better product

C.a degrease in production costs

D.competition among manufacturers

4、According to the passage we can see that lower prices and better quality occur ________.

A.as a result of the effect of one on the other

B.always at the same time

C.independently of each other

D.when the demand exceeds the supply

5、The author believes that in a nation where free enterprise (自由企业制) exists, manufacturers will produce ________.

A.as much as they like

B.better quality goods

C.more than they are able to sell

D.both A and B

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第7题
RecyclingOne of the most important changes in how modern societies respond to the problems

Recycling

One of the most important changes in how modern societies respond to the problems of waste and its disposal is the development of techniques and processes for recycling materials that have been thrown away. Of course, recycling means that the material was cycled before. What the word really means is that the material has gone from a raw material to a factory or production process to use by a consumer. Most plastics, for example, began as crude oil from oil wells. A manufacturing process changes some of the chemicals in oil to plastics. The plastics are made into thousands of products and sent on to consumers who use them. When consumers are finished with their plastic bottles or toys or packages, they throw them away.

Unfortunately, as we often see on automobile bumper stickers, "Throw it away？ There is no away." What that means, of course, is that as we produce more and more waste, safe and easy places to put it are be coming fewer and fewer. Moreover, oil for plastics, trees for paper, and coal and oil to make heat for glass and metal production are also becoming harder to find and more expensive. One solution that can help solve problems of both supply and disposal is recycling, or using the same material more than once.

As an idea, recycling has been around for a long time. In fact, we might say that it has always been around, as long as people have used something after it has been used for something else. Using a coconut shell as a container after the coconut has been eaten may have occurred long ago. Glass jars are used to store screws or nails in many homes. Many industries have reused materials. Steel mills have added old steel to their furnaces, and glass companies have done the same with old glass. Paper has also been reused. In recent years, however, recycling is being seen as a more and more important way to reduce waste and the use of raw materials.

Many cities in the United States have begun recycling programs for household waste. Household waste, or the trash and garbage that we throw away from our homes, is made up mostly of paper. Food is the second largest part, but glass and metal are the next largest. Together, paper, glass, and metal make up almost 75 percent of the trash we throw away. If we could recycle much of that, we could greatly reduce the amount of trash we have to find a place for.

Some governments are also requiring more recycling. Japan already recycles about 50 percent of its household trash. The German government now has a very strict law requiring that most plastics and metal be recycled. This law has made a big change in the way automobiles are built and sold. Under the new law, automobile manufacturers must buy a car back when it is no longer useful. The car must then be separated into materials that can be recycled—metals, plastics, glass, and so on. This law has made automobile manufacturers think more carefully about the kinds of materials that go into automobiles and how those materials are used.

Recycling does not always go smoothly. Sometimes industries are not able to use all of the old material that is available.If paper manufacturers cannot use all of the old paper that is available, there will be no one to buy it and it will still have to be thrown away. The same is true for many metals and plastics. In Germany, problems have developed with their new law, because more materials are being recovered than manufacturers of new items can use. The government has to buy these materials, and it is costing a lot of money.

Closely related to the problem of usability is the problem of cost of recovery. There are many types of plastics, and not all of them can be reused or reused together. They have to be separated, cleaned, and sorted. Automobiles are made up of many types of metals and plastics. Separating all of these materials and recovering them for re

A．Y

B．N

C．NG

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第8题
The often criticized child of the industrial age, advertising, has grown as societies have
become more industrialized and, therefore, more commercialized. No modern industry or company can survive without advertising. It is the vital link between the producer and the customer. If advertising were abolished, as many people have suggested it should be, the public and the companies that advertise would suffer a considerable loss.

Most people think of television as an inexpensive source of entertainment. Television 's primary purpose, however, is not to provide an entertainment service, except for government-owned network, it exists in order to promote products for companies. Unless the television industry received income from advertising, watching television would be at least as expensive as going to the movies.

Like television, many magazines and newspapers exist primarily to sell products. In some sensitive cases, the stories, pictures, and editorials simply attract people to buy a particular publication. Once a person begins to read, there is no escaping the advertising.

Advertising not only pays for, or helps pay for, much of the mass media; it also provides the consumer with news from industry. This news functions first to influence the buyers to choose one product over another. It also informs people of new products what are important in their lives, for example, the development of salt-free butter for heart patients, or the development of tires that prevent skidding(刹车打滑) on wet pavement.

Advertising does not usually increase the total number of products sold; it does help determine which company sells more of which products. Its main function is to relay news from the manufacture to the consumer. Since this is a necessary service, advertising will remain a part of people's everyday live and a part of every company's budget.

According to the passage, modern industry or company can survive ______.

A．if advertising continues to exist

B．if the link between the customers and manufacturers remains good

C．if "the criticized child" dies out

D．if societies have become more industrialized

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第9题
Section BDirections: In this section, you will hear 3 short passages. At the end of each p

Section B

Directions: In this section, you will hear 3 short passages. At the end of each passage, you will hear some questions. Both the passage and the questions will be spoken only once. After you hear a question, you must choose the best answer from the four choices marked A, B, C and D.

听力原文： Advertising as we know it today did not begin in the United States tmtil after the Civil War. Before that advertising had consisted mainly of small paragraphs in which a man simply stated what he wanted to sell. Later, Benjamin Franklin became known as the "Father of Advertising", partly because he used the modern copywriting technique of emphasizing the rewards derived from using a product, rather than simply talking about the product itself.

The 19th century is also the period in which trademarks and slogans were born. Manufacturers often advertise a product by associating it with a symbol, often a person or an animal, known as a trademark; the trademark for a product may only be used by that particular company. For instance, the trademark of RCA Victor Company is a picture of an old, old record player with a dog listening to the record; it appears in most RCA ads and on most of their products.

Slogans and trademarks are still widely used in modern advertising, but generally the approach has become more scientific. With hundreds of products that are nearly identical, an advertiser must somehow make his product look different, even if it really isn't. It has been said that the two most important words in advertising are "free" and "new". The middle class American usually assumes that if a product is new, it is always better; and when people aren't buying a product, calling it "new" often does wonders for its sales.

(34)

A．Because he was a great inventor.

B．Because he knew a lot about techniques.

C．Because he talked about the product itself simply.

D．Because he emphasized the advantages of using a new product.

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第10题
One of the most authoritative voices speaking to us today is the voice of the advertisers.
Its strident clamour dominates our lives. It shouts at us from the television screen and the radio loudspeakers; waves to us from every page of the newspaper; plucks at our sleeves on the escalator; signals to us from the successful man as a man no less than 20% of whose mall consists of announcements of giant carpet sales.

Advertising has been among England's biggest growth industries since the war, in terms of the ratio of money earnings to demonstrable achievement. Why all this fantastic expenditure？

Perhaps the answer is that advertising saves the manufacturers from having to think about the customer. At the stage of designing and developing a product, there is quite enough to think about without worrying over whether anybody will want to buy it. The designer is busy enough without adding customer——appeal to all his other problems of man——hours and machine tolerances and stress factors, So they just go ahead and make the thing and leave it, by pretending that it confers status, or attracts love, or signifies manliness, if the advertising agency can to this authoritatively enough, the manufacturer is in clover.

Other manufacturers find advertising saves them changing their product. And manufacturers hate change. The ideal product is one which goes on unchanged for ever. If, therefore, for one reason or another, some alteration seems called for——how much better to change the image, the packet or tile pitch made by the product, rather than go to all the inconvenience of changing the product itself.

The advertising man has to combine the qualities of the three most authoritative professions: Church, Bar, and Medicine. The great skill required of our priests, most highly developed in missionaries but present, indeed mandatory, in all, is the kill of getting people to believe in and contribute money to something which can never be logically proved. At the Bar, an essential ability is that of presenting the most persuasive case you can to a jury of ordinary people, with emotional appeals masquerading as logical exposition; a case you do not necessarily have to believe in yourself, just one you have studiously avoided discovering to be false. As for medicine, any doctor will confirm that a large part of his job is not clinical treatment but faith healing. His apparently scientific approach enables his patients believe that he knows exactly what is wrong with them and exactly what they need to put them right, just as advertising does——"Run down？ You need...". "No one will dance with you？ A dab of * * * * will make you popular."

Advertising men use statistics rather like a drunk uses a lamp-post-for support rather than illumination. They will dress anyone up in a white coat to appear like an unimpeachable authority or, failing that, they will even be happy with the announcement, "As used by 90% of the actors who play doctors on television." Their engaging quality is that they enjoy having their latest ruses uncovered almost as anyone else.

It can be concluded from the passage that modern advertising is authoritative because of the way it ______.

A．interferes with the privacy of our home life

B．influences our image of the kind of person we ought to be like

C．continually forces us into buying things we don't want

D．distracts us wherever we go

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