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試述環境分析的層次。

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我們對“環境”的概念作出了進一步的限制,即提出了“廣義環境”和“狹義環境”兩個概念:前者即代表“影響企業運作因素”的含義,而后者的意義則狹窄一些,代表了企業生存背景中的部分外部因素,也稱為“總體環境” 。在廣告運作策略分析中,所謂“環境分析”多指這個狹義的“總體環境”分析,而整個廣告運作策略分析的內容,則構成了對“廣義環境”較為全面的觀察。

①第一個層次是“總體環境” ,如經濟、社會、教育、文化、軍事、科技、法律、風俗等等。

②第二個層次是 “行業環境”。也就是依照企業所身處的行業來思考的環境。 例如一家汽車生產廠商作策劃,它所依存的行業環境就是汽車行業。

③第二個層次是“競爭環境” 。也就是從同行動向的角度出發進行分析。

④第四個層次是產品層次。企業雖然能夠在自己的控制下生產自己的產品,可是這個產品需要同競爭對手的相同產品、相似產品、互補產品、替代產品等擺放在一起,爭取消費者的認可和購買。因此需要對產品進行分析,以判別其在競爭中的優勢和地位。

⑤第五個層次是消費者的環境。消費者環境是企業不可控的因索之一。社會文化的變遷、消費群體的遷移、消費偏好的改變等等,都會對企業的生存環境帶來變化,企業必須對消費者的狀況做到深入了解,才能夠找到捕捉消費者的策略。

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Don'twashthosefossils! StandardmuseumpracticecanwashawayDNA. 1.Washing,brushingandvarnishingfossils—allstandardconservationtreatmentsusedbymanyfossilhuntersandmuseumcuratorsalike—vastlyreducesthechancesofrecoveringancientDNA. 2.Instead,excavatorsshouldbehandlingatleastsomeoftheirbountywithgloves,andfreezingsamplesastheyarefound,dirtandall,concludesapaperintheProceedingsoftheNationalAcademyofSciencestoday. 3.AlthoughmanypalaeontologistsknowanecdotallythatthisisthebestwaytouptheoddsofextractinggoodDNA,Eva-MariaGeigloftheJacquesMonodInstituteinParis,France,andhercolleagueshavenowshownjusthowimportantconservationpracticescanbe.Thisinformation,theysay,needstobehammeredhomeamongthepeoplewhoareactuallyoutinthefielddiggingupbones. 4.Geiglandhercolleagueslookedat3,200-year-oldfossilbonesbelongingtoasingleindividualofanextinctcattlespecies,calledanaurochs.ThefossilsweredugupatasiteinFranceattwodifferenttimes—eitherin1947,andstoredinamuseumcollection,orin2004,andconservedinsterileconditionsat-20oC. 5.Theteam'sattemptstoextractDNAfromthe1947bonesallfailed.Thenewlyexcavatedfossils,however,allyieldedDNA. 6.Becausetheboneshadbeenburiedforthesameamountoftime,andinthesameconditions,theconservationmethodhadtobetoblamesaysGeigl."AsmuchDNAwasdegradedinthese57yearsasinthe3,200yearsbefore,"shesays. Washin,washout 7.Becausemanypalaeontologistsbasetheirworkontheshapeoffossilsalone,theirmethodsofconservationarenotdesignedtopreserveDNA,Geiglexplains. 8.Thebiggestproblemishowtheyarecleaned.Fossilsareoftenwashedtogetheron-siteinalargebath,whichcanallowwater—andcontaminantsintheformofcontemporaryDNA—topermeateintotheporousbones."NotonlyistheauthenticDNAgettingwashedout,butcontaminationisgettingwashedin,"saysGeigl. 9.MostancientDNAspecialistsknowthisalready,saysHendrikPoinar,anevolutionarygeneticistatMcMasterUniversityinOntario,Canada.Butthatdoesn'tmeanthatbestpracticehasbecomewidespreadamongthosewhoactuallyfindthefossils. 10.GettingholdoffossilsthathavebeenpreservedwiththeirDNAinmindreliesoncloserelationshipsbetweenlab-basedgeneticistsandtheexcavators,sayspalaeogeneticistSvantePbooftheMaxPlanckInstituteforEvolutionaryAnthropologyinLeipzig,Germany.Andthatonlyoccursinexceptionalcases,hesays. 11.Pbo'steam,whichhasbeensequencingNeanderthalDNA,continuallyfacestheseproblems."WhenyouwanttostudyancienthumanandNeanderthalremains,there'sabigissueofcontaminationwithcontemporaryhumanDNA,"hesays. 12.Thisdoesn'tmeanthatallmuseumspecimensarefatallyflawed,notesPbo.TheNeanderthalfossilsthatwererecentlysequencedinhisownlab,forexample,hadbeenpartofamuseumcollectiontreatedinthetraditionalway.ButPboiskeentoseesamplesoffossilsfromeverymajorfindpreservedinlinewithGeigl'srecommendations—justincase. Warmandwet 13.Geiglherselfbelievesthat,withcooperationbetweenbenchandfieldresearchers,preservingfossilsproperlycouldopenupavenuesofdiscoverythathavelongbeenassumedclosed. 14.Muchhumanculturaldevelopmenttookplaceintemperateregions.DNAdoesnotsurvivewellinwarmenvironmentsinthefirstplace,andcanvanishwhenfossilsarewashedandtreated.Forthisreason,Geiglsays,mostancientDNAstudieshavebeendoneonpermafrostsamples,suchasthewoollymammoth,oronremainsshelteredfromtheelementsincoldcaves—includingcavebearandNeanderthalfossils. 15.Betterconservationmethods,andafocusonfreshfossils,couldboostDNAextractionfrommoredelicatespecimens,saysGeigl.Andthatcouldshedmorelightonthestoryofhumanevolution. (640wordsnature) Glossary Palaeontologists古生物學家 Aurochs歐洲野牛 Neanderthal(人類學)尼安德特人,舊石器時代的古人類。 Permafrost(地理)永凍層 Questions1-6 AnswerthefollowingquestionsbyusingNOMORETHANTHREEWORDSforeachanswer. 1.Howdidpeopletraditionallytreatfossils? 2.WhatsuggestionsdoGeiglandhercolleaguesgiveonwhatshouldbedonewhenfossilsarefound? 3.Whatproblemsmaybeposediffossilbonesarewashedon-site?NameONE. 4.WhatcharacteristicdofossilboneshavetomakethemsusceptibletobecontaminatedwithcontemporaryDNAwhentheyarewashed? 5.Whatcouldbebetterunderstoodwhenconservationtreatmentsareimproved? 6.Thepassagementionedseveralanimalspeciesstudiedbyresearchers.Howmanyofthemarementioned? Questions7-11 Dothefollowingstatementsagreewiththeinformationgiveninthepassage?PleasewriteTRUEifthestatementagreeswiththewriterFALSEifthestatementdoesnotagreewiththewriterNOTGIVENifthereisnoinformationaboutthisinthepassage. 7.IntheirpaperpublishedintheProceedingsoftheNationalAcademyofSciences,GeiglandhercolleagueshaveshownwhatconservationpracticesshouldbefollowedtopreserveancientDNA. 8.ThefossilbonesthatGeiglandhercolleaguesstudiedareallfromthesameaurochs. 9.Geneticistsdon'thavetoworkonsite. 10.OnlynewlyexcavatedfossilbonesusingnewconservationmethodssuggestedbyGeiglandhercolleaguescontainancientDNA. 11.Paaboisstillworriedaboutthepotentialproblemscausedbytreatmentsoffossilsintraditionalway. Questions12-13 CompletethefollowingthestatementsbychoosingletterA-Dforeachanswer. 12.“Thisinformation”inparagraph3indicates: [A]ItiscriticaltofollowproperpracticesinpreservingancientDNA. [B]ThebestwayofgettinggoodDNAistohandlefossilswithgloves. [C]Fossilhuntersshouldwearhome-madehammerswhilediggingupbones. [D]Manypalaeontologistsknowhowoneshoulddointreatingfossils. 13.ThestudyconductedbyGeiglandhercolleaguessuggests: [A]thefactthatancientDNAcannotberecoveredfromfossilbonesexcavatedinthepast. [B]thecorrelationbetweentheamountofburyingtimeandthatoftherecoveredDNA. [C]thepaceatwhichDNAdegrades. [D]thecorrelationbetweenconservationpracticesanddegradationofDNA.
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SellingDigitalMusicwithoutCopy-protectionMakesSense A. Itwasuncharacteristicallylow-keyfortheindustry’sgreatestshowman.ButtheessaypublishedthisweekbySteveJobs,thebossofApple,onhisfirm’swebsiteundertheunassumingtitle“ThoughtsonMusic”hasnonethelessprovokedavigorousdebateaboutthefutureofdigitalmusic,whichAppledominateswithitsiPodmusic-playerandiTunesmusic-store.Atissueis“digitalrightsmanagement”(DRM)—thetechnologyguardingdownloadedmusicagainsttheft.SincethereisnocommonstandardforDRM,italsohastheside-effectthatsongspurchasedforonetypeofmusic-playermaynotworkonanother.Apple’sDRMsystem,calledFairPlay,isthemostwidespread.SoitcameasasurprisewhenMr.JobscalledforDRMfordigitalmusictobeabolished. B. ThisisachangeoftackforApple.IthascomeunderfirefromEuropeanregulatorswhoclaimthatitsrefusaltolicenseFairPlaytootherfirmshas“lockedin”customers.SincemusicfromtheiTunesstorecannotbeplayedonnon-iPodmusic-players(atleastnotwithoutalotoffiddling),anyiTunesbuyerwillbedeterredfromswitchingtoadevicemadebyarivalfirm,suchasSonyorMicrosoft.WhenFrenchlawmakersdraftedabilllastyearcompellingAppletoopenupFairPlaytorivals,thecompanywarnedof“state-sponsoredpiracy”.OnlyDRM,itimplied,couldkeepthepiratesatbay. C. 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Whythesuddenchangeofheart?MrJobsseemschieflyconcernedwithgettingEurope’sregulatorsoffhisback.RatherthancomplainingtoAppleaboutitsuseofDRM,hesuggests,“thoseunhappywiththecurrentsituationshouldredirecttheirenergiestowardspersuadingthemusiccompaniestoselltheirmusicDRM-free.”Twoandahalfofthefourbigrecordcompanies,hehelpfullypointsout,areEuropean-owned.MrJobsalsohopestopainthimselfasaconsumerchampion.AppleresentsaccusationsthatithasbecometheMicrosoftofdigitalmusic. E. Applecanaffordtoembraceopencompetitioninmusicplayersandonlinestores.Consumerswouldgravitatetothebestplayerandthebeststore,andatthemomentthatstillmeansApple’s.MrJobsisevidentlyunfazedbyrivalstotheiPod.Sinceonly3%ofthemusicinatypicaliTuneslibraryisprotected,mostofitcanalreadybeusedonotherplayerstoday,henotes.(AndeventheprotectedtrackscanbeburnedontoaCDandthenre-ripped.)SoApple’sdominanceevidentlydependsfarmoreonbrandingandeaseofusethanDRM-related“lockin”. F. ThemusicgiantsaretryingDRM-freedownloads.Lotsofsmallerlabelsalreadysellmusicthatway.Havingseenwhichwaythewindisblowing,MrJobsnowwantstobeseennotasDRM’sdefender,butasaconsumerchampionwhohelpedinitsdownfall.Wouldn’titleadtoasurgeinpiracy?No,becausemostmusicisstillsoldunprotectedonCDs,peoplewishingtostealmusicalreadycandoso.Indeed,scrappingDRMwouldprobablyincreaseonline-musicsalesbyreducingconfusionandincompatibility.Withtheleadingonlinestore,Applewouldbenefitmost.MrJobs’sargument,inshort,istransparentlyself-serving.Italsohappenstoberight. NotestoReadingPassage1 1.low-key: 抑制的,受約束的,屈服的 2.showman: 開展覽會的人,出風頭的人物 3.unassuming: 謙遜的,不夸耀的,不裝腔作勢的 4.iPod: (蘋果公司出產的)音樂播放器 5.iTunesstore: (蘋果公司出產的)在線音樂商店 6.getoffperson’sback: 不再找某人的麻煩,擺脫某人的糾纏 7.gravitate: 受吸引,傾向于 8.unfazed: 不再擔憂,不被打擾 Questions1-7 DothefollowingstatemetsreflecttheclaimsofthewriterinReadingPassage1? WriteyouranswerinBoxes1-7onyouranswersheet. 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