【文章內(nèi)容簡介】 . B 4. A 5. A 6. C 7. C 8. A 9. C 10. D　　XIV Vocabulary　　1. threshold 2. apt 3. preview 4. premature 5. abolished　　　6. injected 7. rigorous 8. induced 9. epidemic 10. integrity　　11. abortion 12. appraisal　　　Exercises on CD and web course only: 13. deficiencies 14. recipient 15. irony　　　XV　　1. onto 2. on 3. in 4. at 5. from 6. forth 7. In 8. on　　　9. to 10. from 11. at 12. with　　Exercises on CD and web course only: 13. of 14. out 15. on　　　XVI Reading Sills　　1. The young people (Para. 1)　2. They dominated the protests against the nuclear weapons and the Vietnam War (Para 2)　　3. Young people are being asked to participate in decision making affairs. (Para 5)　4. Almost every school has an elected student council, handling school level issues. (Para. 7)　　　5. They are honest, and are able to force sensitive issues out into the open. (Para 10)　　　XVII Comprehension of the Text　1. T 2. F 3. T 4. T 5. F 6. T 7. F 9. F 10. T　　　　　　　　Unit Three　　　1. Sales promotion, advertising, personal selling and publicity.　2. Business people use techniques of sales promotion mainly in two ways: they often use a bination of　these techniques。 they use these techniques as supplementary to the other three promotional activities.　3. Sales promotion is to stimulate demand.　　　4. They are applicable to both consumers and businesses. Also, they can be used with industrial selling as well　　　as consumer products.　　　5. Because it brings promotion to the point of purchase, which has been found more effective than media　　advertising. For example, a US study shows that a majority of purchases in supermarkets are generated by instore decisions.　　6. It helps consumers bee acquainted with a new product and it also helps provide extra petitive　advantage to existing products.　　7. The effectiveness of salespromotion techniques may be reduced or even nullified if they encounter　psychological barriers on the part of shop owners and/or consumers. Salespromotion techniques that are not　　consistent with the local preferences will also be ineffective.　　　8. From the last two paragraphs we may learn that, to make the techniques of sales promotion effective, one　must take into account the psychological barriers on the part of both shop owners and consumers. At the　　same time, the techniques must be consistent with the local preferences.　　9. Positive.　　　 author wrote this passage in order to discuss various aspects of salespromotion techniques,　　remend them and advise using them carefully.　Vocabulary III　　　1. acquainted 2. magnified 3. quota 4. slump　5. acmodating 6. collided 7. repay 8. amended　　9. whereby 11. filmed 12. expenditure　　Exercises on CD and web course only:　　13. stimulus 14. localities 15. enlightened　IV 1. as such 2. fail under 3. enlightened about　4. applicable to 5. in conjunction with 6. bee acquainted with　7. is supplementary to 8. bring in 9. in search of　10. given away 11. in nature 12. put up　　Exercises on CD and web course only:　　13. collide with 14. participated in 15. be consistent with　V. Collocation　　　1. education 2. capacity 3. knowledge 4. discussion　　　5. population 6. awareness 7. empire 8. operations　　Exercises on CD and web course only: 9. links 10. program　　　VI Translation　1. As such, the event evoked curiosity and awe in most of us.　2. The techniques of sales promotion, to work well must gain the trust of middlemen in business as well as　consumers. At the same time, they should be consistent with the local preferences and customs.　　3. TO launch this new product into the European market, the pany gave away 10,000 free samples for the　　　local consumers to try.　　　4. As their life has been bettered, going on tours/trips out in the holidays has bee a fashionable/stylish　　pastime for quite a few people.　5. The purpose of waging the war is, in nature, to control the oil resources in the area.　6. Sales promotion is effective in helping consumers bee acquainted with a new product when it is first　　introduced to a market.　7. The new administration has realized that economic reforms must be deepened in conjunction with effective　measures taken to ensure the basic conditions of employment and daily life for those poor people.　　8. Towards its sales objective this year, the pany offered a training course to enlighten consumers about　　　its latest products.　9. To effectively raise our productivity, we should bring in advanced management experience from other　　countries.　　　10. Professor Wu39。s lecture helped the students bee acquainted with the use of this software product. It also　　　gave them an idea of software development.　　VII Translation　　With the development of a market economy in China, techniques of sales promotion have been more and　more widely employed. The popularity of varied and numerous promotional activities such as discounts,　bonuses, and promotional parties has grown steadily. The reason is that they not only help manufacturers and　businesses earn higher and quicker profits, but also help consumers bee acquainted with the products　　　involved and get some practical benefits. However, if these techniques are used to promote products of inferior　　　quality, both the manufacturers and the businessmen will be made to pay for that.　　VIII Translation　　　1．一項問卷調(diào)查顯示，除去食品以外，有70％的購物行為源自于顧客在超市內(nèi)一時沖動的決定。　2．為了使當(dāng)?shù)厝四軌蛄私庠摦a(chǎn)品，該培訓(xùn)課程運用了大量圖例，以適應(yīng)他們較低的文化水平。　3．有些國外零售商不大愿意接受產(chǎn)品廠家提供的打折贈券，因為他們擔(dān)心廠家不會補償其在打折銷售　中損失的款額?！　　?．貿(mào)易活動中經(jīng)常不加區(qū)分地使用這一概念。商務(wù)人員在說“推銷’時，實際上指的是“促銷’。　5．促銷不僅可以刺激消費者的需求，也可以鼓勵中間商加大對銷售產(chǎn)品的支持?！　　?．有五分之三的公司開始增加對非媒體宣傳的投入，如在產(chǎn)品交易會擺設(shè)攤位，使顧客能直接購買產(chǎn)　品?！?．一家航空公司向顧客贈送打折卡，用這種卡在一家有名的服裝公司購買大衣，價格會低很多?！　　?．為了將百威啤酒打入英國市場，啤酒公司運用了?美國’主題，在7 月4 日和感恩節(jié)播放由美國演　　員在加利福尼亞拍攝的電視廣告片。　　9．同時，該美國公司還得說服這些泰國中間商不要在冰箱中儲存其他公司的產(chǎn)品，并且不要為了省電　　　而在夜間拔去冰箱的電源插頭。　　　10．正如同營銷活動的其他諸多方面一樣，促銷手段也需改進。要使所用手段產(chǎn)生效果，就應(yīng)使其迎合　　當(dāng)?shù)厝说南埠谩！　　X Essay Summary　　　1．C 2．B 3．D 4．A 5．B 6．B 7．C 8．C　　9．A