評論
打印
Section B
短文
Passage 1
Changing technology and markets have stimulated the team approach tomanagement. Inflation, resource scarcity, reduced personnel levels and budgetcuts have all underscore the need for better coordination in organizations.Team management provides for this coordination. Team management calls for newskills if personnel potential is to be fully realized. Although a team may be composed ofknowledgeable people, they must learn new ways of relating and working togetherto solve cross-functional problems. When teams consist to be experiencedemployees from hierarchical organizations, who have been condition totraditional organizational culture. Cooperation may not occur naturally, itmainly to be created. Furthermore, the issue is not just how the team canfunction more effectively, but how it integrates with the overall organization,all society that it supposes it serves. A group of individuals is notautomatically a team. Therefore, team building may be necessary in order toimprove the group's performance. Casey, an expert in this field, suggests thatthe cooperation process within teams must be organized, promoted and managed.He believes the team corporation results when members go beyond theirindividual capabilities, beyond what each is used to being and doing. Together,the team may then produce something new, unique and superior to that of any onemember. For this to happen, he suggests the multi-cultural managers exhibitunderstanding of their own and others' cultural influences and limitations.They should also cultivate such skills as toleration of ambiguity, persistenceand patience, as well as assertedness. If a team manager exemplifies suchqualities, then the team as a whole would be better able to realize theirpotential and achieve their objectives.
Q16: What should teammembers do to fully realize their potential?
Q17: What needs to beconsidered for effective team management?
Q18: What conclusion can wedraw from what Casey says?
Passage 2
In early 1994, when MarkAndreessen was just 23 years old, he arrived in Silicon Valley with an ideathat would change the world. As a student at the University of Illinois, he andhis friends had developed a program called Mosaic, which allowed people toshare information on the worldwide web. Before Mosaic, the web had been usedmainly by scientists and other technical people, who were happy just to sendand receive text. But with Mosaic, Andreessen and his friends had developed aprogram, which could send images over the web as well. Mosaic was an overnightsuccess. It was put on the university's network at the beginning of 1993. Andby the end of the year, it had over a million users. Soon after, Andreessenwent to seek his fortune in Silicon Valley. Once he got there, he started tohave meetings with a man called Jim Clark, who was one of the Valley's mostfamous entrepreneurs. In 1994, nobody was making any real money from theInternet, which was still very slow and hard to use. But Andreessen had seen an opportunity thatwould make him and Clark rich within two years. He suggested they should createa new computer program that would do the same job as Mosaic but would be mucheasier to use. Clark listened carefully to Andreessen, whose ideas andenthusiasm impressed him greatly. Eventually, Clark agreed to invest threemillion dollars of his own money in the project, and to raise an extra fifteenmillion from venture capitalists, who were always keen to listen to Clark's newideas.
Q19：What do we learn about Mosaic?
Q20：What did Andreessen do upon arriving in Silicon Valley?
Q21：Why were venture capitalists willing to join in Clark'sinvestment?
Passage 3
Advertising informs consumers about the existence and benefits ofproducts and services and attempts to persuade them to buy them. The best formof advertising is probably word of mouth advertising which occurs when peopletell their friends about the benefits of products or services that they havepurchased. Yet virtually no providers of goods or services relay on this alone,which using paid advertising instead. Indeed many organizations also use institutionalor prestige advertising which is designed to build up their reputation ratherthan to sell particular products. Although large companies could easily set up theirown advertising departments, write their own advertisements and by media space themselves.They tend to use the services of large advertising agencies. These are likelyto have more resources and more knowledge about all aspects of advertising andadvertising media than single company. It is also easier for a dissatisfycompany to give its account to another agency. And it would be to fire theirown advertising staff. The company generally give the advertising agency andagreed budget. A statement of the objective of the advertising campaign know asbrief and overall advertising strategy concerning the message to becommunicated to the target customers. The agency creates advertisements anddevelops a media prime, specifying which media will be used and in which proportions.Agencies often produce alternative ads or commercials that pretested innewspapers, television stations etc. in different parts of the country. Beforea final choices was made
prior to anational campaign.
Q22：What is probably the bestform of advertising according to the speaker?
Q23：What does the speaker sayis the proposes of many organization using prestige advertising ?
Q24：How did large companiesgenerally handle their advertising?
Q25：What would advertisingagencies often do before a national campaign?
