A．For over three decades，academics，managers，and consultants，realizing that
transforming organizations is difficult，have analyzed the subject．They’ve sung
the praises of leaders who communicate vision and walk the talk in order to make
change efforts succeed．They’ve sanctified the importance of changing
organizational culture and employees’attitudes．They’ve teased out the tensions
between top-down transformation efforts and participatory approaches to
change．Still，studies show that in most organizations，two out of three
transformation initiatives fail．
[填空题]PART ONE· Look at the statements below and at the five extracts
on the opposite page from the annual reports of five mobile phone
companies.· Which company (A, B, C, D or E) does each statement (1-8) refer
to· For each statement (1-8), mark one letter (A, B, C, D or E) on your
Answer Sheet.· You will need to use some of these letters more than
once.
AOur management team is dedicated to delivering operational
excellence and improved profitability. In the coming year, we will focus our
marketing on professional young adults, who represent the high value segment of
the market and who - according to independent research - are most likely to
adopt our more advanced mobile data products. Customer retention is central to
our strategy, and we have been successful in reversing the customer loss of
recent years by loyalty and upgrade schemes. A restructuring programme,
resulting from changing marketing conditions, has seen our workforce scaled down
to 6,100 people.BAs the only network operator in the country, our
marketing is aimed at expanding the size of the market. In the business sector,
we have targeted small and medium-sized businesses by offering standardised
services, and large customers by offering tailored telecommunications solutions.
We have been at the fore- front of introducing new telecommunications technology
and services and have recently distributed 150 of our most advanced handsets to
customers to assess the likely demand for advanced data services. Last year, the
industry recognised our achievement when we won a national award for
technological progress.CA new management team has driven our
improved performance here. It is committed to bringing the business into
profitability within three years after reaching break-even point in the next
financial year. We are focused on delivering rising levels of customer service
and an improvement in the quality and utilisation of our network. Good progress
has been made on all these fronts. The cost of acquiring new subscribers has
been reduced and new tariffs have been introduced to encourage greater use of
the phone in the late evening.DWe have continued to expand our
network in a cost-efficient manner and have consolidated our retail section by
combining our four wholly-owned retail businesses into a single operating unit.
We expect this to enhance our operational effectiveness and the consistency of
our service. Our ambition is to give customers the best retail experience
possible. We were, therefore, delighted earlier this year when we won a major
European award for customer service. This was particularly pleasing to us as we
have always given high priority to customer satisfaction and operational
excellence.EHere, we are focused on continuously realising cost
efficiencies as well as improving the level of customer satisfaction and
retention. We have already taken effective measures to reduce customer loss and
to strengthen our delivery of customer service. The quality of our network has
improved significantly over the past year and an increase in the utilisation of
our network is now a priority. The operation of our customer service centre has
been outsourced to a call centre specialist and this has led to a substantial
increase in the level of service.This company is still making a financial loss.
[单项选择]
PART ONE·Look at the statements below and the text on mobile
advertising on the opposite page.
·Which section (A, B, C or D) does each
statement 1-7 refer to
·For each statement 1- 7, mark one letter (A, B, C
or D) on your Answer Sheet.
·You will need to use some of these letters more
than once.
|
Mobile Advertising The Next Big
Thing
A
Advertising on mobile phones is
a tiny business. Last year spending on mobile ads was $ 871 million worldwide
according to lnforma Telecoms & Media, a research firm, compared with $
24 billion spent on internet advertising and $450 billion spent on all
advertising. But marketers are hailing the mobile phone as advertising’s
promised land. It is destined, some say, to replace not only internet
advertising,the latest fad, but also tele
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