2025年商務英語閱讀自學考試課程考試大綱

湖北省高等教育自學考試課程考試大綱課程名稱：商務英語閱讀課程代碼：05439第一部分課程性質與目的一、課程性質與特點商務英語閱讀課程是湖北省高等教育自學考試商務英語（?？疲┑囊婚T專業(yè)基礎課。本課程以現(xiàn)代英語國家的原版教材、英語報紙、雜志和學術刊物中與經濟和商務有關的文章為基礎，材料內容波及商貿英語的重要領域，如經濟學、國際貿易、市場營銷、企業(yè)管理、投資、證券、保險、廣告等。本課程是一門理論聯(lián)絡實際，應用性較強的課程。二、課程目的與基本規(guī)定通過本課程的學習，學生既可學到地道的英語（包括大量的專業(yè)術語），又可以學到對外經濟貿易知識，同步也可以掌握商務報刊文章的基本特點，提高閱讀和分析能力，最終從整體上提高商貿英語語言水平以及語言欣賞和運用能力，到達商務英語專業(yè)?？粕?。三、與本專業(yè)其他課程的關系商務英語閱讀課程與商務英語口語、綜合英語等課程同屬于專業(yè)基礎課，是商務英語寫作、商務英語翻譯、商務英語函電等課程的先修課程。第二部分考核內容與考核目的第一單元財經一、學習目的與規(guī)定通過本單元學習，認知商貿英語文章的內在邏輯關系，協(xié)助學生提高閱讀理解的能力，理解國際財經概況。二、考核知識點與考核目的（一）課內訓練（重點）識記：1.WhenBanker’sBetsGoBad銀行家的猜測落空名詞解釋：OCC:OfficeoftheComptrolleroftheCurrency通貨監(jiān)理局AlanGreenspan艾倫·格林斯潘，美聯(lián)儲主席句子翻譯：Thebankhaddoubledprofitsinthepastyearviaastringofsuccessfulmergers,butonApr.21itreportedthatitssecuritiesportfoliohadunrealizedlossesofnearly$131million.We’reconsideringstrategiesthatmakethemostsenseifratesaregoingupmuchmoreaggressivelyandsoonerthananticipated.2.CreatingGovernmentFinancingProgramsforSmallandMedium-sizedEnterprisesinChina中國為中小型企業(yè)提供政府財政援助項目名詞解釋：Labor-intensive勞動密集型SME:smallandmedium-sizedenterprise中小型企業(yè)SOE:state-ownedenterprises國有企業(yè)句子翻譯：InChina,asaresultoftheeconomicreformsandmarketopeningmeasures,SMEshaveenjoyedremarkabledevelopmentandhavegrowntobecomeanimportantforceincontributingtowardssustainedandrapidgrowthoftheChineseeconomic.（二）閱讀技巧（次重點）應用：閱讀的邏輯技巧（三）課外練習（一般）理解：1.CarlyleGroup’sAsianInvasion加雷集團的亞洲擴張名詞解釋：Venture-capital風險資本CarlyleGroup凱雷投資集團Citigroup花旗集團2.WhytheDollarIsBloomingAgain為何美元再次復興？名詞解釋：Greenback美元（俚語）LehmanBrothersInc雷曼兄弟企業(yè)EuropeanCentralBank歐洲中央銀行FederalReserveBank美國聯(lián)邦儲備銀行（四）拓展閱讀（一般）理解：1.HowBanksPrettyuptheProfitPicture銀行怎樣美化收益前景2.ThaiStocksWhatGoesUp泰國股市：究竟是怎么了？3.InventingtoOrder以市場為導向開發(fā)產品4.It’sanOfficePartyinHongKong香港辦公樓地價之爭第二單元人力資源管理一、學習目的與規(guī)定通過本單元學習，掌握商務英語閱讀中的迅速閱讀技巧，理解人力資源管理概況。二、考核知識點與考核目的（一）課內訓練（重點）識記：1.China’sProblemofLabor中國人力資源問題名詞解釋：Confucianheritage孔子遺訓Micro-managing微觀管理Jobrotation輪崗句子翻譯：Manyunderestimatethecostoflocalstaff.Chinesegraduatesoftenhaveaninflatedviewoftheirown,complainsomeforeignmanagers.MultinationalsarealsocompetingfortalentwithChina’sdomesticcompanies,whichneedtoimprovethequalityoftheirpeopleastheirmarketsopentoforeignrivals.Butthegrowingshortageofexecutivetalentmaymakethegrowthassumptionswrittenintomanybusinessplansover-optimistic.2.NoPrizesforRunners-up獎勵只給最優(yōu)秀的員工名詞解釋：Redundancypayment冗余支出Benefitpackage福利包Meritbudget奉獻獎Flexiblereward靈活的獎勵方式EgalitarianEurope“人人平等的歐洲”句子翻譯：Butbenchmarkingemployees,andthenpayingthemdifferentrates,canturnouttobeaminefieldifhandledbadly.Thosethatwantrewardstobecost-effectivebutmemorableareseekingtheservicesoffirmsthatspecializeinemployeerecognition.（二）閱讀技巧（次重點）應用：迅速閱讀技巧（三）課外練習（一般）理解：1.TheInsideStory（PartⅠThePowerofOnlineHRManagement）背景故事：（一、在線人力資源管理的威力）名詞解釋：Ford美國福特汽車企業(yè)BPBritishPetroleum英國石油企業(yè)Outsource人力資源外包Holidayentitlement員工休假權Expatriateemployee外派員工2.TheInsideStory（PartⅡOnlineTrainingasanAlternative）背景故事：（二、在線培訓）名詞解釋：CurriculumVitae個人履歷表（四）拓展閱讀（一般）理解：1.OrganizedLaborRevival（PartⅠAreUnionsDeclininginEurope?）工會組織的復興（一、歐洲工會組織正在消滅？）2.OrganizedLaborRevival（PartⅡUnionRevival，TrueorNot?）工會組織的復興（二、工會組織正在復興？）3.CaseStudyIsThereaNiceWaytoFireYourEmployees?案例分析：真有合理地解雇員工的好措施嗎？4.HoldthatBodyCount!人力的真正意義!第三單元市場一、學習目的與規(guī)定通過本單元學習，掌握商貿英語閱讀中長難句的分析措施，理解市場營銷方式、廣告方略、銷售經典案例等概況。二、考核知識點與考核目的（一）課內訓練（重點）識記：1.CelebrityEndorsementsasaStrategy營銷方略之名人效應名詞解釋：BillCosby比爾·考斯比，美國黑人，喜劇之父句子翻譯：Alternatively,advertiserscanchoosetouse“spokescharacters”.Owens-CorninghasusedthePinkPantherfornearly20yearstoendorseitsinsulationproducts,andMetropolitanLifehasusedthePeanutsgangtopromoteitsinsurancepolicies.Anotherwayadvertisersprotectthemselvesisbyusingdeceasedcelebrities.Throughthewondersoftechnology,televisionviewersseescreenlegendsJohnWaynepitchingCoorsbeerandFredAstairedancingwithaDirtDevilvacuumcleaner.2.ChallengesinGlobalAdvertisingandPromotion廣告及銷售全球化的挑戰(zhàn)名詞解釋：AvonChinaInc.雅芳（中國）企業(yè)FedEx聯(lián)邦快遞，全球最大的快遞企業(yè)JamesBond詹姆斯·邦德，代號007，全球著名的英式間諜形象句子翻譯：Thestyleofthead.Isalsoimportant,becausecomparativeads,whileacceptableandevencommonintheUnitedStatesandCanada,arelesscommonlyusedintheUnitedKingdom,unacceptableinJapan,andillegalinIndiaandBrazil.Coca-Cola’sIndiansubsidiarywasforcedtoendapromotionthatofferedprizessuchasatriptoHollywood,becauseitencouragedcustomerstobuyinordertogamble,inviolationofIndia’sestablishedtradepractices.（二）閱讀技巧（次重點）應用：語篇閱讀長難句的分析技巧（三）課外練習（一般）理解：1.Advertisement廣告名詞解釋：BureauofPublicEnterprise,BPE國有企業(yè)局,實際負責推進民營化計劃的機構ManagementInformationSystem(MIS)管理信息系統(tǒng)Manualofaccountingprocedure會計手續(xù)規(guī)則2.MarketingtoLatinosandAfricanAmericans拉丁美洲及非洲的營銷方略研究（四）拓展閱讀（一般）理解：1.AdvertisingontheWebCompaniesGrabtheBrassRing網(wǎng)絡廣告：企業(yè)的新商機2.FromHarley-DavidsonArmchairstoCoca-ColaFishingLuresTheRiseofCorporateBranding企業(yè)品牌化的興起：從哈雷牌輪椅到可口可樂牌魚餌3.OfferingGuaranteestoPromoteSales提供質量保證以提高銷售額度4.PowerPricers:HowSmartCompaniesUsePriceasaStrategicTool價格的威力：精明商家的價格方略第四單元管理一、學習目的與規(guī)定通過本單元學習，掌握基本商務知識理論，理解國際著名企業(yè)的基本管理理念，掌握基本國際商務背景知識。二、考核知識點與考核目的（一）課內訓練（重點）識記：1.Cross-culturalManagement跨文化管理名詞解釋：MBA:MasterofBusinessAdministration,工商管理碩士Pay-for-performance(PFP)業(yè)績付酬—按照實際業(yè)績付給酬勞Matrixstructure矩陣構造句子翻譯：Afairlyobviousculturaldividethathasbeenmuchstudiedistheonebetween,ontheonehand,thecountriesofNorthAmericaandnorth-westEurope,wheremanagementislargelybasedonanalysis,rationality,logicandsystems,and,ontheother,theLatinculturesofsouthernEuropeandSouthAmerica,wherepersonalrelations,intuition,emotionandsensitivityareofmuchgreaterimportance.2.MotorolaModesofHandlingEthicalIssuesTransculturally跨文化管理“摩托羅拉模式”所遵照的原則是什么？句子翻譯：ThesimplestmodeisoneinwhichMotorolamakesnoparticularefforttoadjusttothelocalculture,butmerelyclarifiesitspolicyonagivenissue,andimplementsthatpolicyregardlessofwhetheritoverlapswiththevaluesorstandardsofthehostculture.Insomesituations,theoverlapbetweenMotorola’sstandardsandcertainpracticesofthehostculturemightbesolimitedthatthecorporationhasnochoiceotherthansimplytoabidebyitsownstandardsandattempttoremainviableinthatcountry.（二）閱讀技巧（次重點）應用：基本商務背景知識積累（三）課外練習（一般）理解：1.MighttheProperStudyofManagementBeMan?管理的關鍵是管理人?名詞解釋：Stockmarket證券市場Zeitgeist時代精神TheoryX(Y)X(Y)理論2.NomoreBoringAnalysis無需反復研究管理方式（四）拓展閱讀（一般）理解：1.WillThisMergerGoDownSmoothly?這一次的收購會順利進行嗎？2.Citi:AWholeNewPlaybook花旗集團：一種全新的開始3.DoYouReallyNeedanMBA?你真的需要一種MBA文憑嗎？4.GoingGlobalbyThinkingLocal立足本土，走向國際第五單元貿易一、學習目的與規(guī)定通過本單元學習，理解商務英語詞匯的特殊性，并掌握一定數(shù)量的商務英語用詞。二、考核知識點與考核目的（一）課內訓練（重點）識記：1.TradeDisputes商務爭議名詞解釋：Comparativecosts比較成本Specialization專業(yè)化生產Insight洞察力Nobellaureate諾貝爾獎獲得者Productivity生產力Mainstreameconomists主流經濟學家DavidRicardo大衛(wèi)·李嘉圖英國經濟學家著有《政治經濟學幾賦稅原理》句子翻譯：Evenifonecountrycanmakeeverythingmorecheaplythaneveryotheritstillgainsfromfocusingonthegoodsinwhichitsrelativeadvantagesisgreatest—i.e.,inwhichithasacomparativeadvantage—andimportingtherest.2.ASaleContract銷售協(xié)議名詞解釋：FOB:FreeonBoard船上交貨價格,離岸價格CIF:CostInsuranceandFreight到岸價格CFR:CostandFreight成本加運費價FCA:FreeCarrier貨交承運人CPT:CarriagePaidto運費付至CIP:CarriageInsurancePaidto運費、保險費付至EXW:ExWork工廠交貨DDU:DeliveredDutyUnpaid未完稅交貨DDP:DeliveredDutyPaid完稅後交貨Remittance匯票T/T電匯M/T信匯Banker’sdraft銀行匯票CommercialDraft商業(yè)匯票DocumentaryCollection跟單托收D/PSight:DocumentsagainstPaymentatSight即期付款交單D/PafterSight:DocumentsagainstPaymentafterSight遠期付款交單D/A:DocumentsagainstAcceptance承兌交單LetterofCredit信用證IrrevocableL/C不可撤銷信用證SightL/C即期信用證UsanceL/C遠期信用證TransferableL/C可轉讓信用證句子翻譯：TheBuyersshallopenwithabanktobeacceptedbyboththeBuyersandSellersanirrevocabletransferableletterofcredit,allowingpartialshipment,transshipmentinfavoroftheSellersandaddressedtoSellerspayableatsightagainstfirstpresentationoftheshippingdocumenttoOpeningBank.ThecoveringletterofcreditmustreachtheSellers30daysbeforeshipmentandremainvalidinChinauntilthe21stday(inclusive)fromthedateofshipment.（二）閱讀技巧（次重點）應用：商務英語詞匯一詞多義性（三）課外練習（一般）理解：1.BusinessNegotiation貿易磋商2.TwoBusinessLetters商業(yè)信函實例（四）拓展閱讀（一般）理解：1.ALetterofCredit信用證2.ABusinessLetter—ReviseFormerLetterofCredit信用證修訂書3.ABookingOrder訂艙委托書4.ACommercialInvoice商業(yè)發(fā)票第六單元經濟全球化一、學習目的與規(guī)定通過本單元學習，掌握商務英語特殊用詞的記憶方式，理解全球經濟一體化進程及其發(fā)展趨勢。二、考核知識點與考核目的（一）課內訓練（重點）識記：1.GameTheory博弈論名詞解釋：Oligopoly求過于供的市場狀況Pricecutting大減價Dilemma困境Gametheory博弈論AdamSmith亞當·斯密，英國古典政治經濟學代表人物，著有《國富論》Invisiblehand“看不見的手”句子翻譯：Gametheoryhasbeenusedbyeconomiststostudytheinteractionofoligopolies,on-managementdisputes;countriestradepolicies,internationalenvironmentalagreements,reputations,andahostofothersituations.2.E-Commerce:TheKittyHawkEra電子商務：KittyHawk時代名詞解釋：Salesvolume銷售量Megastore超級賣場Cyberspace網(wǎng)絡空間Distributor分銷商Retailer零售商Intermediary中介Stockbroker股票經紀人Dealer經銷商Leverage杠桿作用E-commerce電子商務Wal-Mart沃爾瑪，世界第一大零售商Brick-and-mortar老式意義上的企業(yè)句子翻譯：Slowlybutsurely,consumersareleavingmallstoshopon-line,oftenintheirpajamasat11PM.Andanyonewhodoubtsthepotentialpowerofthee-commercejuggernauthasn’tgraspedtheadvantageforbothconsumersandbusinesses.Allcompaniesfeartheleveragegainedbyconsumerswhocandemandever-lowerprices.Finally,businessesarerapidlylearningthatitisn’tenoughtotackthesuffix“dotcom”ontothecompanyname.（二）閱讀技巧（次重點）應用：商務英語用詞一詞多義性（三）課外練習（一般）理解：1.TheLogicofEconomics經濟學邏輯名詞解釋：Inflation通貨膨脹Tariff關稅Quota配額Taxcutsof1964美國1964年的減稅政策GreatDepression1929年至1933年的西方世界的經濟大蕭條2.TheFourWheelsofGrowth增進經濟增長的四個要素（四）拓展閱讀（一般）理解：1.CareersinGlobalMarketing全球營銷下的職場規(guī)劃2.HowMarketsSolvetheThreeEconomicProblems市場處理三大經濟問題的途徑3.GlobalMarketingWhatItIsandWhatItIsNot揭開全球營銷的面紗4.TheBusiness-to-businessCyber-buyingBazaar網(wǎng)絡購物市場第三部分有關闡明與實行規(guī)定一、考核的能力層次表述本大綱在考核目的中，按照“識記”、“理解”、“應用”三個能力層次規(guī)定其應到達的能力層次規(guī)定。各能力層次為遞進等級關系，後者必須建立在前者的基礎上，其含義是：識記：能懂得有關的名詞、概念、知識的含義，并能對的認識和表述，是低層次的規(guī)定。理解：在識記的基礎上，能全面把握基本概念、基本原理、基本措施，能掌握有關概念、原理、措施的區(qū)別與聯(lián)絡，是較高層次的規(guī)定。應用：在理解的基礎上，能運用基本概念、基本原理、基本措施聯(lián)絡學過的多種知識點分析和處理有關的理論問題和實際問題，是最高層次的規(guī)定。二、教材1、指定教材《大學商貿英語閱讀教程》復旦大學出版社出版沈昂主編2、參照教材《出口貿易模擬操作教程》上海人民出版社祝衛(wèi)主編1999年版《商務英語閱讀》高等教育出版社王關富主編《劍橋商務英語閱讀教程》世界圖書出版企業(yè)侯新民主編《商務英語閱讀》外語教學與研究出版社朱梅萍主編《實用商務英語閱讀（第二版）》北京理工大學出版社蔡蔚主編三、自學措施指導1、在開始閱讀指定教材某一章之前，先翻閱大綱中有關這一章的考核知識點及對知識點的能力層次規(guī)定和考核目的，以便在閱讀教材時做到心中有數(shù)，有的放矢。2、閱讀教材時，要逐段細讀，逐句推敲，集中精力，吃透每一種知識點，對基本概念必須深刻理解，對基本理論必須徹底弄清，對基本措施必須牢固掌握。3、在自學過程中，既要思索問題，也要做好閱讀筆記，把教材中的基本概念、原理、措施等加以整頓，這可從中加深對問題的認知、理解和記憶，以利于突出重點，并涵蓋整個內容，可以不停提高自學能力。4、完畢書後作業(yè)和合適的輔導練習是理解、消化和鞏固所學知識，培養(yǎng)分析問題、處理問題及提高能力的重要環(huán)節(jié)，在做練習之前，應認真閱讀教材，按考核目的所規(guī)定的不一樣層次，掌握教材內容，在練習過程中對所學知識進行合理的回憶與發(fā)揮，重視理論聯(lián)絡實際和詳細問題詳細分析，解題時應注意培養(yǎng)邏輯性，針對問題圍繞有關知識點進行層次（環(huán)節(jié)）分明的論述或推導，明確各層次（環(huán)節(jié)）間的邏輯關系。四、對社會助學的規(guī)定1、應熟知考試大綱對課程提出的總規(guī)定和各章的知識點。2、應掌握各知識點規(guī)定到達的能力層次，并深刻理解對各知識點的考核目的。3、輔導時，應以考試大綱為根據(jù)，指定的教材為基礎，不要隨意增刪內容，以免與大綱脫節(jié)。4、輔導時，應對學習措施進行指導，宜倡導"認真閱讀教材，刻苦鉆研教材，積極爭取協(xié)助，依托自已學通"的措施。5、輔導時，要注意突出重點，對考生提出的問題，不要有問即答，要積極啟發(fā)引導。6、注意對應考者能力的培養(yǎng)，尤其是自學能力的培養(yǎng)，要引導考生逐漸學會獨立學習，在自學過程中善于提出問題，分析問題，做出判斷，處理問題。7、要使考生理解試題的難易與能力層次高下兩者不完全是一回事，在各個能力層次中會存在著不一樣難度的試題。8、助學課時：本課程共4學分，提議總課時72，助學課時分派如下：單元內容學時第一單元財經12第二單元人力資源管理12第三單元市場12第四單元管理12第五單元貿易12第六單元經濟全球化12合計72五、有關命題考試的若干規(guī)定(包括能力層次比例、難易度比例、內容程度比例、題型、考試措施和考試時間等)1、本大綱各章所提到的內容和考核目的都是考試內容。試題覆蓋到章，合適突出重點。2、試卷中對不一樣能力層次的試題比例大體是："識記"為30%、"理解"為40％、"應用"為30％。3、試題難易程度應合理：易、較易、較難、難比例為2：3：3：2。4、每份試卷中，各類考核點所占比例約為：重點占65%，次重點占25%，一般占10%。5、試題類型一般分為：閱讀理解、迅速閱讀、名詞解釋、簡答題、翻譯題等。6、理論課程考試采用閉卷筆試，考試時間150分鐘，采用百分制評分，60分合格。六、題型示例（一）閱讀理解Readingcomprehension.Althoughitisnothingnewforcompaniestobuildrelationshipswithcustomers,ithasgenerallybeendoneonaone-to-onebasis.Inrecentyears,however,technologicaldevelopmentshavemadeitpossibletobuildupindividualrelationshipswithclientsonamuchlargerscale,andthismoresophisticatedkindofoperationisknownasrelationshipmarketing.Relationshipmarketingaimstoincreasesalesthroughdeliberateeffortstoretaincustomersandpromotetwo-waycommunicationwiththemandnewtechnologyhasmakecommunicationpossiblewithaforlargercustomerbasethanbefore.Theinformationgatheredformsthebasisofhighlytechnicalanalysesofcustomerpurchasingandprofitability,whichcanbeusedtoincreasesales.Thebuildingofgoodpersonalrelationshipswithcustomersisusuallyintegraltothemanagementofsmallbusinesses,andownersofsmallcornershopsclearlyillustratetheessenceofrelationshipmarketing,althoughthetechnologyavailabletothemisfarlessadvancedthanthatavailableto,say,asupermarketchain.Smallshopkeepershavedirectknowledgeofregularcustomersandbecomefamiliarwiththeirneeds,likesanddislikes.Theshopkeeperscanthenprovideservicestailoredtoindividualneeds.Overtime,abondofloyaltyislikelytodevelopbetweenshopkeepersandregularcustomers.Thebenefitsofrelationshipmarketingenjoyedbysmallbusinessesarenowavailabletobigbusinesses,thankstoanumberofdevelopments.Firstandforemostistheincreasingrecognitionoftheimportanceofprofitabilityofretainingexistingcustomers.Secondly,technologieshavebeendevelopedwhichenablethecollection,manipulationandanalysisofhugebanksofcustomerinformation.Largeretailerscanusestorecardstoobtaindetailedbackgroundinformationaboutcustomer’sages,salariesandlifestyles,andpoint-of-saletechnologycanbesuedtotrackpurchasesmadebyeverycustomer.Electronicstorageenablesallofthisinformationtoberetained,manipulatedandintegrated,whiledetailedanalysescanbecarriedoutonevermorepowerfulcomputers.Companiesarethusabletotargetindividualsamongsttheirthousandsofcustomerswithuniquepromotionsorinformationmatchedtotheirbackgroundsandtotheirpurchasingtendencies.Thirdly,companiesfeelaneedtouserelationshipmarketingbecauseofincreasedcompetition:amassingknowledgeaboutcustomersandbuildingupcustomerrelationshipsthroughinteractivecontactcanenableorganizationstodifferentiatetheirproductsorservicesmoreeasilyformthoseofcompetitors.However,relationshipmarketingisnotalwaystherightroutefororganizationstotake,andisnotappropriateforallcustomers.Somebankcustomers,forexample,costmoretoservethanthebankactuallymakesformtheircustom,whileasupermarketcustomerwhospendsverylittleanddoesnotshopregularlydoesnotjustifytheexpenditureofseveralpoundsperannumonrelationshipmarketing.Inaddition,customersmaynotalwaysbeinterestedinarelationship,evenwheretherearedemonstrablebenefitstobehad.Overall,successfulrelationshipmarketingdependsuponselectingandtargetingthecustomersyouwishtoretain,andidentifyingsalesareaswheretheinvestmentandeffortwillbeworthwhile.Manyorganizationshavefoundtheapproachtobeveryrewardingintermsofcustomerretentionandrelatedprofitability,butrelationshipmarketingisstilladevelopingfieldandisneithercheapnoreasytooperate.Itinvolvesanintegrativeapproachwhichdrawsmarketing,qualityandcustomerservicetogether;italsodependsupondevelopingthecapacityofeveryemployeeparticularlyfront-linestafftomarketthegoodsorservicesoftheorganizationinacustomer-focusedway;andfinally,itcanrequireheavyinvestmentinappropriateinformationtechnology.1.Inthefirstparagraph,thewriterdescribesrelationshipmarketingas____.A.anideathathaspassedinandoutoffashionoverthelastfewyears.B.atermusedforanactivitythatusedtoexistinamorebasicform.C.awayforacompanytoadvertisetoitscustomers.D.awayforacompanytoanalyzeitsprofitability.2.Whyaresmallshopkeepersusedtoillustraterelationshipmarketing?A.Theirsuccessdependsontheirrelationshipswiththeircustomers.B.Theykeepinformationabouttheircustomersoncomputer.C.Theywerethefirsttousethetermrelationshipmarketing.D.Theirrelationshipwithcustomershasstartedtochangerecently.3.Onereasonwhylargecompaniesdidn’tuserelationshipmarketinginthepastisthat____.A.theyunderestimatedthetruevalueofcustomerloyalty.B.heircustomersdidn’twantthemtocollectinformation.C.theydidn’tneedtofindoutaboutindividualcustomers.D.theydidn’tthinktheycouldjustifytheexpenses.（二）迅速閱讀Skimmingandscanning.Therearevariouswaysinwhichindividualeconomicunitscaninteractwithoneanother.Threebasicwaysmaybedescribedasthemarketsystem,theadministeredsystem,andthetraditionalsystem.Inamarketsystemindividualeconomicunitsarefreetointeractamongeachotherinthemarketplace.Itispossibletobuycommoditiesfromothereconomicunitsorsellcommoditiestothem.Inamarket,transactionsmaytakeplaceviabarterormoneyexchange.Inabartereconomy,realgoodssuchasautomobiles,shoes,andpizzasaretradedagainsteachother.Obviously,findingsomebodywhowantstotrademyoldcarinexchangeforasailboatmaynotalwaysbeaneasytask.Hence,theintroductionofmoneyasamediumofexchangeeasestransactionsconsiderably.Inthemodernmarketeconomy,goodsandservicesareboughtorsoldformoney.Analternativetothemarketsystemisadministrativecontrolbysomeagencyoveralltransactions.Thisagencywillissueedictsorcommandsastohowmuchofeachgoodandserviceshouldbeproduced,exchanged,andconsumedbyeacheconomicunit.Centralplanningmaybeonewayofadministeringsuchaneconomy.Thecentralplan,drawnupbythegovernment,showstheamountsofeachcommodityproducedbythevariousfirmsandallocatedtodifferent