题目内容
Because markets are often unpredictable, successful marketing is rather like hitting a moving target. Consumer tastes vary depending on fashions and trends, causing the demand for products to fluctuate with alarming frequency. It is because of this uncertainty that we need to analyse and know as much as we can about customers and markets, and also about our own businesses.
Blot all marketplace opportunities are real opportunities for every business. Only those which a business can successfully exploit -- those which match its capabilities -- come into this category. The process of analysing marketing opportunities therefore begins with an internal analysis of a business itself -- a process which must include not only the specifically market-related aspects of its operations, such as sales and advertising, but also other aspects, such as financial resources, work-related aspects of its operations, such as sales and advertising, but also other aspects, such as financial resources, work-force skills, technology and so on. A useful framework for undertaking this internal analysis is to divide these aspects into four areas: customers, sales, marketing activities and other factors. We must determine who the business's customers are, how many there axe and what their requirements are. We must then estimate how many products the business can be expected to sell in order to determine what product development will be required. Product development includes market research, which is vital to ensure that the business's products are right for the market, and to enable the business to set pricing and discount policies which will maximise sales. Finally, we must examine how all of these factors relate to other aspects of the business that may affect sales levels, such as management and work-force skills and corporate goals.
Having carefully analysed these internal factors, it is time to look at the outside world. An external analysis also needs to examine carefully a wide range of areas -- such as legal/political factors; economic factors; cultural/social factors; technology; institutions and competition There may be restrictions on the production or sale of particular products: for example, the age restrictions that exist in many countries on the sale of alcohol; and tobacco will obviously influence the size of the market for these products. Rising or falling interest rates affect people's disposable income, and may alter demand and therefore market size. Development of the society and its population, and how people's requirements will he affected, must also be considered. New technologies may affect both people's expectations and other products that are likely to become available. Consequently it may be expected that traditional, social and economic institutions will alter over time, so that people may no longer buy, sell and distribute products in traditional ways through wholesalers and retail outlets; instead they will order products from home using the latest computer and cable television technology. And lastly, we must consider any potential competition from other businesses at home or overseas which produce similar products, and whether or not our business would be able to remain profitable even with this competition.
Identifying the competition is in many respects the most important aspect of an external market analysis and, to be useful, it must be as objective as possible. Many marketers greatly overestimate or underestimate the competition that their business will face from other businesses, especially if they look at the competition from their own standpoint rather than seeing it through the eyes of their customers. In other words, many people identify competitors by looking at apparently similar products, how they are made and what features they have, rather than at the benefits these products have for users and at ways of meeting market needs. With personal computers, for instance, this approa
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"The U.S. Space Agency says Mir's two primary sources of oxygen have stopped working and now there is only several day's supply of oxygen inside Mir's cabin. Mir's backup oxygen generating candles failed Monday just after the normal oxygen supply system used by the spacecraft unexpectedly shut down. That normal oxygen source, a method that extracts oxygen from water, had been turned off for several days to conserve energy heated and automatically shut down. NASA's spokesman Michael Brock Hais says if Mir's oxygen supply problem is not fixed soon, the two Russians and one American on board will have to abort. This problem is the most serious to plague the space station which has endured power loss, computer malfunction and even a collision with a supply vessel all in the past six months. Nick Simming VOA News, Washington."
What is the problem with Russia's space station？
Seven years ago, an Environmental Protection Agency statistician stunned researchers studying the effects of air pollution on health when he reported analyses indicating that as many as 60,000 U.S. residents die each year from breathing federally allowed concentrations of airborne dust. This and subsequent studies figured prominently in EPA's decision last year to ratchet down the permitted concentration of breathable pm-tides in urban air -- and in human airways.
At the time, many industrialism argued that they shouldn't have to pay for better pollution control because science had yet to suggest a plausible biological mechanism by which breathing low concentrations of urban dust might sicken or kill people.
Now, scientists at the University of Texas Houston Health Science Center describe\how they uncovered what they think may be one of the basic elements of that toxicity.
On the alert for foreign debris, a community of white blood cells known as alveolar macrophages patrols small airways of the lung. When these cells encounter suspicious material, they identify it and send out a chemical clarion call to rally the immune system cells best suited to disabling and disposing of such matter.
The trick is to recruit only as many troops as are needed, If they call in too many, the lung can sustain inflammatory damage from friendly fire. Alongside the small troop of macrophages that stimulates defense measures, a larger squadron of macrophages halts immune activity when it threatens the host.
Andfij Holian and his coworkers in Houston have found that people with healthy lungs normally have 10 times as many suppressor macrophages as stimulatory ones. In people with asthma and other chronic lung diseases — who face an increased risk of respiratory disease from inhaling urban dust -- that ratio may be only 3 to 1. The reason for the difference is not known.
In a report to be published in the March Environmental Health Perspectives, Holian's team describes test-tube studies of human alveolar macrophages. The macrophages showed no response to ask collected from the Mount St. Helen's eruption. However, when exposed to airborne dust from St. Louis and Washington, D.C. , most of the suppressor macrophages underwent apoptosis, or cellular suicide, while the stimulatory ones survived unaffected. Ash from burned residual oil, a viscous boiler fuel, proved even more potent at triggering suppressor cell suicides.
It this test-tube system models what's actually happening in the human lung, Holian told Science News, the different responses of the two classes of lung macrophages could result in an overly aggressive immune response to normal triggering events. Indeed, he says, it would be the first step in a cascade that can end in inflammatory lung injury. "We may one day be able to target this upstream event and prevent that injury."
"This is, I think, an important contribution to the overall story," says Daniel L. Costa of EPA's pulmonary toxicology branch in Research Triangle Park, N.C.
Studies by EPA suggest that certain metals -- especially iron, vanadium, nickel, and copper -- in smoke from combustion of fossil fuels trigger particularly aggressive inflammatory responses by lung cells. Costa says these metals play a "preeminent" role in the toxicity of airborne particulates. When EPA researchers removed the metals, they also removed the toxicity, he says. Moreover, he notes, these metals tend to reside on the smallest water-soluble particles in urban air -- the fraction targeted for more aggressive controls under the new rules.
John Vandenberg, assistant director of EPA's National Health and Environmental Effects Research Laboratory in Research Triangle Park, says Holian's results are "a nice complement to our studies."
This passage is mainly about ______.
SECTION B INTERVIEW
Directions: In this section you will hear everything ONCE ONLY. Listen carefully and then answer the questions that follow. Questions 1 to 5 are based on an interview. At the end of the interview you will be given 10 seconds to answer each of the following five questions.
Now listen to the interview.
听力原文：Interviewer: I'm talking to Janet Holmes who has spent many years negotiating for several well-known national and multinational companies. Hello, Janet.
Janet: Hello.
Interviewer: Now Janet, you've experienced and observed the negotiation strategies used by people from different countries and speakers of different languages. So, before we come on to the differences, could I ask you to comment first of all on what such encounters have in common？
Janet: OK, well, I'm just going to focus on the situations where people speak English in international business situations.
Interviewer: I see. Now not everyone speaks English to the same degree of proficiency. So maybe that affects the situation.'？
Janet: Yes, perhaps. But that's not always so significant Well, because, I mean, negotiations between business partners from different countries normally mean that we have negotiations between individuals who belong to distinct cultural traditions.
Interviewer: Oh, I see.
Janet: Well, every individual has a different way of performing various tasks in everyday life.
Interviewer: Yes, but, but isn't it the case that in a business negotiation they must come together and work together, to a certain extent？ I mean, doesn't that level out the style. of the style. of differences somewhat？
Janet: Oh, I'm not so sure. I mean, there are people in the so called Western World who say that in the course of the past 30 or 40 years that a lot of things have changed a great deal globally. And that as a consequence national differences have diminished or have got fewer, giving way to some sort of international Americanized style.
Interviewer: Yeah, I've heard that. Now some people say that 'this Americanized style. has acted as a model for local pat terns.
Janet: Maybe it has, maybe it hasn't. Because, on the one. hand, there does appear to be a fairly unified, even uniform. style. of doing business, with certain basic principles and preferences—you know, like 'time is money' , that sort of thing. But at the same time it's very important to remember that we all retain aspects of our national characteristics—but it is actually behavior. that we're talking about here. We shouldn't be too quick to generalize that to national characteristics and stereotypes. It doesn't help much.
Interviewer: Yeah, you mentioned Americanized style. What is particular about the American style. of business bargaining or negotiating.'？
Janet: Well, I've noticed that, for example, when Americans negotiate with people from Brazil, the American negotiators make their points in a direct self-explanatory way.
Interviewer: I see.
Janet: While the Brazilians make their points in a more indirect way.
Interviewer: How'？
Janet: Let me give you an example. Brazilian importers look the people they're talking to straight in the eyes a lot. They spend time on what for some people seems to be back ground information. They seem to be more indirect.
Interviewer: Then, what about the American negotiators？
Janet: An American style. of negotiating, on the other hand, is far more like that of pointmaking: first point, second point, third point, and so on. Now of course, this isn't the only way in which one can negotiate. And there's absolutely no reason why this should be considered the best way to negotiate.
Interviewer: Right. Americans seem to have a different style, say, even from the British, don't they？
Janet: Exactly. Which just shows how careful you must be about generalizing. I mean, how else can you explain how American negotiators are seen as informal and sometimes much too
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