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1、考试试卷教师填写课程学年第2学期旅游英语试题授课教师考试时间年月日姓名：课程类别必修[]选修[√]考试方式开卷[]闭卷[√]试卷类别(A、B、…)[A]共13页考生填写学院专业级姓名学号试题号一二三四五六七八九十总分成绩PartIReadingComprehension(10points)Directions:ReadingthefollowingpassageandchoosethecorrectanswersThewaysinwhichproductsareputtogether,thatisproductformulation,arethemostimport
2、antresponsesmarketingmanagersmaketowhattheyknowoftheircustomers'needsandinterests.Productdecisions,withalltheirimplicationsforthemanagementofserviceoperationsandprofitability,reflectallaspectsofanorganization'smanagementpolicies,includinglong-termgrowthstrategy,invest
3、ment,andpersonnelpolicy.Theylargelydeterminethecorporateimageanorganizationcreatesinthemindsofitsexistingandprospectivecustomers.Toagreatextent,thedesignofproductsdetermineswhatpricescanbecharged,whatformsofpromotionareneeded,andwhatdistributionchannelsareused.Forallthesereasons,custom
4、er-relatedproductdecisionsarethebasisofmarketingstrategyandtactics.AsthemostimportantofthefourP'sinthemarketingmix(product,price,promotionandplace),productformulationrequirescarefulconsiderationinanybranchofmarketing.Becauseoftheparticularnatureandcharacteristicsoftravelandtou
5、rism,thesubjectisespeciallycomplexinthetourismindustry.Anyvisittoatourismdestinationcomprisesamixofseveraldifferentcomponents,includingtravel,accommodation,attractionsandotherfacilities,suchascateringandentertainment.Sometimesallthecomponentsarepurchasedfromacommercialsupplier,e.g.when
6、acustomerbuysaninclusiveholidayfromatouroperator,orasksatravelagenttoputthecomponentstogether34forabusinesstrip.Sometimescustomerssupplymostofthecomponentsthemselves,e.g.whenavisitordriveshisowncartostaywithfriendsatadestination.Convenientlyknownasa"components'view&am
7、p;quot;,theconceptualizationoftravelandtourismproductsasagroupofcomponentsorelementsbroughttogetherina'bundle'selectedtosatisfyneeds,isavitalrequirementformarketingmanagers.Itiscentraltothisviewthatthecomponentsofthebundlemaybedesigned,alteredandfi
