conditions
cases
situations
circumstances
第1题：
3 Fran?ois, Demetris, José and Giuseppe are a group of students from different Mediterranean countries, taking their
MBA in a large UK city. As part of their course requirements, the group has to come up with an innovative business
idea, research into the feasibility of that idea and then present their business plan to a panel. After considerable
brainstorming they have come up with the idea of a themed restaurant based around Mediterranean cooking, menus
and service provisionally called ‘Casa del Mediterraneo’ and located in the city centre.
Initial research has revealed suitable premises to rent, but also the severe competition they will face in a city that is
very cosmopolitan and well provided for with restaurants serving cuisine from many parts of the world. The city has
a student population of around 100,000 and this, together with a young working population, means that there is a
very vibrant social life and a real willingness to sample food from different parts of the world.
Required:
(a) Identify and evaluate the critical success factors and associated competences that the group should consider
in developing their business plan for the restaurant. (12 marks)
(a) New ventures are notoriously risky and it is vital that the group has a clear idea of the factors that will be critical to the
restaurant’s success and the capabilities and competences needed to achieve their critical success factors. Johnson, Scholes
and Whittington define critical success factors as ‘those product (or service) features that are particularly valued by a group
of customers, and, therefore where the organisation must excel to outperform. the competition’. The group have chosen to
enter a highly competitive market and one where it is very difficult to create a distinctive product or service for the customer.
It is important in establishing what factors are important that they know the features their potential customers will particularly
value in the restaurant business. All too often firms design products or services on the basis of what the ‘expert’ inside the
company thinks the customer wants. One of the major problems in setting up a new restaurant is that customers can easily
compare one restaurant with another. Often they are in close proximity making all aspects of the service, particularly price,
easily open to customer evaluation.
Clearly, service will be a critical factor but precisely how will it be defined? Does the customer look for fast food service with
an emphasis on being served quickly? This seems unlikely and a more likely requirement is that the table service replicates
the friendly ambience experienced at restaurants on the Mediterranean. Many of their customers will have experienced this
first-hand and this would reinforce the Mediterranean theme. To deliver this service the waiters/waitresses will need
appropriate training. The menu and quality of food will be key factors – they lie at the heart of the reason for setting up the
business. How is distinctiveness to be achieved? The quality of the chef and kitchen staff will determine the quality of the
food served. The design of the restaurant and its layout and seating are also features, which it is important to get right. Aboveall, there is the need to create a price/value combination that is difficult for competitors to beat.
The critical success factors will stem from using the restaurant’s resources in a distinctive way. In Hamel and Prahalad’s
terms, there are three tests that can identify core competences in a company. Firstly, the core competence has the potential
for transfer across a variety of markets – less likely in a small business. Secondly, a core competence should make a significant
contribution to the perceived customer benefits of the end product or service. Finally, the core competence will be difficult for
a competitor to imitate. In service businesses such as restaurants, imitation of less tangible factors such as the quality of tableservice may be much more difficult to copy than the features designed into a tangible product.
第2题：
Passage One
Valencia is in the east part of Spain. It has a port on the sea, two miles away from the coast. It is the capital of a province that is also named Valencia.
The city is the market centre for what is produced by the land around the city. Most of the city's money is made from farming. It is also a busy business city with ships, railways, clothes and machine factories.
Valencia has an old part with white buildings, coloured roofs, and narrow streets. The modern part has long, wide streets and new buildings. Valencia is well known for its parks and gardens. It has many old churches and museums. The University in the centre of the city was built in the 13(上标)th century.
The city of valencia has been known since the 2(上标)nd century. In the 8(上标)th century it was the capital of Spain. There is also an important city in Venzuela(委内瑞拉)named Valencia.
36. The main income of the city of Valencia is from its______.
A. markets
B. business
C. factories
D. farming
第3题：
A.are Germans; has risen
B.are German; has fallen try
C.is Germans; have increased to
D.is Germans; has been reduced try
第4题：
A、every cat is lucky
B、every dog has its day
C、every cat has its day
D、every dog is fortunate
第5题：
Every business has its ups and downs, and so()every person.
A. is
B. does
C. do
第6题：
The country has ______people and ______money ______spent on tobacco every year.
A. a large quantity of, a number of, are
B. plenty of, a great deal, are
C. a great deal of, plenty of, is
D. a large number of, a large amount of, is
第7题：
A、do
B、is
C、does
第8题：
What is the 'biggest city in the world? That is, (21) city has the largest population? This seems like (22) question to answer, but actually it isn't.
It's actually rather difficult to say which cities (23) the largest. There are two reasons for this difficulty. First of all, it isn't easy to determine a city's boundaries, that is, where a city ends. Nowadays, nearly all cities have a large (24) area around them. So when we talk about the population of a city, we often mean the population of the whole metropolitan area around the city. That means that it's difficult to determine what the population of a city is because it's difficult to define what a city is.
The second reason that it is difficult to 25 the population of different cities is this: it is almost impossible to get (26) about the population of all cities for the same year. For example, we might get an estimate of New York's population in 1979 and an (27) of Mexico City's population in 1981. So we real ly can't compare the numbers because the information is for (28) different years. And the population of cities changes rather quickly, especially in some cases. For example, the population of Jakarta, Indonesia, may increase by 5% each year, so the population figure will change rather quickly.
So we can say that these are our two (29) for comparing the populations of cities: one, it's difficult to determine the (30) of a city, and two, it is difficult to get accurate information.
21. A. what
B. which
C. where
D. how
首先判断此处缺少的是一个定语。参考上文及该句中that is这一短语可知，此处应填which一词。
第9题：
Every country and every nation has its own ______ and cultural tradition, strong points and advantages.
A、historian
B、history
C、historical
D、heroine
第10题：
According to the passage, what helps to explain why the population problem has come on "all of a sudden"?
A) The penny which doubles itself every day for one month.
B) The time span of at least two million years in human history.
C) An illustration of the exponential growth rate given by the author.
D) The large amount of money you would luckily make after the fourth week.