Chapter1复习

Chapter 1

Marketing: Managing Profitable Customer Relationships

Multiple Choice

1.Marketing seeks to create and manage profitable customer relationships by delivering

_____ to customers.

https://www.sodocs.net/doc/677903121.html,petitive prices

b.superior value

c.superior service

d.superior promotion

(b; Easy)

2.The marketing manager at Sunshine Car Washes is holding a training session for new

employees. She stresses that perhaps the most important concept of modern

marketing is _____.

a.customer relationship management

b.e-mail advertising

c. a quality Web site

d.properly trained sales people

(a; Moderate)

3.This business is now the best-known name on the Net.

a.Barnes and Noble

b.Microsoft

https://www.sodocs.net/doc/677903121.html,

d.America Online

(c; Easy)

4.Jeff Bezos, founder of https://www.sodocs.net/doc/677903121.html,, wants to deliver a _____ to every customer.

a.special experience

b.superior value

c.wide selection of products

d.none of the above

(a; Easy)

https://www.sodocs.net/doc/677903121.html, delivers all of the following benefits except one. Choose it.

a.huge selection

b.good value

c.convenience

d.no refund, credit only policy

(d; Challenging)

6.Selling on the Web presents serious challenges. https://www.sodocs.net/doc/677903121.html, has made large initial

investments in computer systems, distribution centers, and _____.

a.customer acquisition

b.inventory

c.employee training

d.employee benefits

(a; Moderate)

7.Many experts predict that the future will belong to retailers who offer both “clicks”

and _____.

a.major discounts

b.bricks

c.superior locations

d.superior promotion

(b; Easy)

8.You have learned at work that today’s successful companies at all levels have one

thing in common: they are strongly customer focused and heavily committed to _____.

a.obtaining the best CEOs

b.increasing wealth to stockholders

c.marketing

d.employee motivation

(c; Moderate)

9._____ is managing profitable customer relationships.

a.Management

b.Control

c.Marketing

d.Human Resources

(c; Easy)

10.The twofold goal of marketing is to attract new customers by promising superior

value and to _____.

a.keep and grow current customers by delivering satisfaction

b.keep and grow current customers by delivering competitive pricing

c.keep and grow current customers by delivering friendly service

d.all of the above

(a; Challenging)

11.Highly successful companies know that if they take care of their customers,

_____ will follow.

a.frequent word of mouth

b.market share

c.profits

d.market share and profits

(d; Moderate)

12.Marketing is more than _____ and advertising.

a.distribution

b.promotion

c.selling

d.customer service

(c; Easy)

13.Today, marketing must be understood in terms of making a sale and _____.

a.satisfying customer needs

b.understanding customer value

c.customers’ self images

d.brilliant advertising

(a; Easy)

14.Marketing is not only an exchange and managerial process, it is a _____.

a.numbers game

b.social process

c.cultural process

d.subcultural process

(b. Moderate)

15.You have learned from experience as well as from this course that the most basic

concept underlying marketing is that of _____.

a.selling and advertising

b.customer satisfaction

c.retaining customers

d.human needs

(d; Easy)

16.As a new assistant marketing manager trainee, you learn in an orientation meeting

that _____ are the form human needs take as they are shaped by culture and

individual personality.

a.wants

b.demands

c.self concepts

d.desires

(a; Moderate)

17.Tommy Wang now has the buying power to purchase the computer system he has

wanted for the last six months. Tommy’s want now has become a _____.

a.need

b.necessity

c.demand

d.none of the above

(c; Easy)

18.What do companies call a set of benefits that they promise to consumers to satisfy

their needs?

a.marketing offer

b.value proposition

c.demand satisfaction

d.need proposition

(b; Moderate)

19.You are preparing a combination of products, services, information, and experiences

to a market to satisfy needs and wants. What are you preparing?

a.value proposition

b.demand satisfaction

c.tactical plan

d.marketing offer

(d; Challenging)

20.We must learn a valuable lesson in marketing. Many sellers make the mistake of

paying more attention to the specific products they offer than to the _____ produced by those products.

a.benefits

b.experiences

c.benefits and experiences

d.value satisfaction

(c; Moderate)

21.Smart marketers look beyond the attributes of the products and services they sell.

They create brand _____ and brand _____ for consumers.

a.awareness; preference

b.recognition; preference

c.meaning; preference

d.meaning; experiences

(d; Challenging)

22.By orchestrating several services and products, companies can create, stage, and

market brand _____.

a.meaning

b.experiences

c.awareness

d.preferences

(b; Moderate)

23.The difference between customer value and customer satisfaction is that value is the

difference between the values the customer gains from owning and using a product and the _____.

a.costs of delivery of the product

b.cost of obtaining the product

c.cost of competing products

d.cost of the lost experience

(b. Moderate)

24.We can safely say that when a customer’s purchase lives up to his or her expectations,

the customer is experiencing this state of being.

a.customer value

b.self-esteem

c.self-actualization

d.customer satisfaction

(d; Moderate)

25.At work, customers decide to satisfy needs and wants through exchange. What

occurs at this point?

a.selling

b.customer service

c.marketing

d.transaction marketing

(c; Challenging

26.Marketing consists of actions taken to build and maintain desirable _____ with target

audiences involving a product, service, idea, or other object.

a.exchange transactions

b.exchange relationships

c.exchange processes

d.exchange communications

(b; Easy)

27.This group of buyers share a particular need or want that can be satisfied through

exchange relationships.

a.segment

b.target market

c.market

d.buying group

(c; Easy)

28._____ means managing markets to bring about profitable exchange relationships

by creating value and satisfying needs and wants.

a.Selling

b.Promoting

c.Marketing

d.Relationship marketing

(c; Easy)

29.Li Wei has an interesting job. He is involved in getting, keeping, and

growing customers through creating, delivering, and communicating superior

customer value. What is his job?

a.general manager

b.supervisor

c.marketing manager

d.sales manager

(c; Challenging)

30.Marketers are not concerned with serving all customers in every way. Rather, they

want to serve selected customers that they can serve_____.

a.profitably

b.with superior customer service

c.well

d.well and profitably

(d; Moderate)

31.Marketing managers are concerned with ways to deal with demand. They may need

to find, increase, _____, or even _____ demand.

a.avoid; slow

b.change; reduce

c.maximize; change

d.change; modify

(b; Challenging)

32.The five alternative concepts under which organizations conduct their marketing

activities include the production, _____, selling, marketing, and societal marketing concepts.

a.promotion

b.pricing

c.distribution

d.product

(d; Moderate)

33.We have learned by sad experience that the product concept can lead to marketing

_____.

a.failures

b.myopia

c.problems

d.incongruences

(b; Moderate)

34.Jolene’s firm believes that consumers will not buy enough of the firm’s products

unless the firm undertakes a large-scale selling and promotion effort. Jolene’s firm is practicing the _____.

a.production concept

b.marketing concept

c.selling concept

d.relationship concept

(c; Easy)

35.Most firms practice the selling concept when they face _____.

a. a crisis

b. a recession

c.fierce competition

d.overcapacity

(d; Moderate)

36.To practice the marketing concept, an organization must deliver the _____ better than

competitors.

a.desired satisfactions

b.attractive prices

c.level of service

d.advertising campaign

(a; Moderate)

37.Jonathan Nonis works in sales for a telemarketing firm. His firm uses the selling

concept which takes a (an) _____ approach.

a.outside-in

b.myopic

c.inside-out

d.marketing concept

(c; Easy)

38.Herb Kelleher of Southwest Airlines uses the marketing concept in his successful

organization. His perspective of having a customer department uses a (an) _____ perspective.

a.outside-in

b.external

c.inside-out

d.modern

(a; Challenging)

39.Customer-driven marketing usually works well when _____ and when customers

_____.

a. a clear need exits; are easy to identify

b.customers know what they want; can afford it

c. a firm can deliver the goods desired; are thoroughly researched

d. a clear need exists; know what they want

(d; Challenging)

40.Mary Tanaka enjoys her work at Times Designs, Pte Ltd. Her organization

understands customer needs even better than customers themselves do and creates products and services that will meet existing and latent needs, now and in the future.

Mary’s firm practices _____ marketing.

a.customer-driven

b.customer-driving

c.relationship

d.none of the above

(b; Challenging)

41.Now many companies are beginning to think of _____ interests as well as their own

customers’ needs.

a.society’s

b.stockholders’

c.investors’

d.lenders’

(a; Easy)

42.The societal marketing concept seeks to establish a balance between consumer short-

run wants and consumer_____.

a.short-run costs and profits

b.short-run ethics

c.long-run welfare

d.health

(c; Moderate)

43.You find yourself in a new job. Your marketing manager is heavily involved in the

process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. Your manager is concerned with which one of the following?

a.database management

b.Web site hits

c.relationship management

d.customer relationship management

(d; Moderate)

https://www.sodocs.net/doc/677903121.html,panies today face some new marketing realities that mean there are fewer

customers to go around. Changing demographics, _____, and overcapacity in many industries are great concerns.

a.more sophisticated competitors

b.higher unemployment

c.slowing incomes

d.9/11

(a; Challenging)

45._____ is an important concept when we realize that losing a customer means losing

more than a single sale. It means losing the entire stream of purchases that the

customer would make over a lifetime of patronage.

a.Heuristics

https://www.sodocs.net/doc/677903121.html, profit

c.Customer lifetime value

d.Relationship marketing

(c; Moderate)

46.Experience has taught us that the key to building lasting customer relationships is to

create superior customer value and _____.

a.satisfaction

b.great service

https://www.sodocs.net/doc/677903121.html,petitive prices

d.long-term relationships

(a; Easy)

47.Customers buy from stores and firms that offer the highest _____.

a.value for the dollar

b.customer perceived value

c.level of customer satisfaction

d.both b and c

(b; Challenging)

48.Since customers tend to act on perceived values, they often do not judge product

values and costs _____.

a.reliably

b.accurately

c.objectively

d.accurately or objectively

(d; Moderate)

49.Tommy Gray attempts to deliver customer satisfaction every day in his Audio

Expressions installation business. He is a smart operator who knows that the key to this goal is to match _____ with _____.

a.customer expectations; competitive prices

https://www.sodocs.net/doc/677903121.html,pany performance; competitive prices

c.customer expectations; company performance

https://www.sodocs.net/doc/677903121.html,pany performance; unique products

(c; Moderate)

50.All of the following are associated with highly satisfied customers except one.

a.They are less price sensitive.

b.They remain loyal for a longer period.

c.They spend a higher percentage of their discretionary income on personal items.

d.They talk favorably to others about the company and its products.

(c; Moderate)

51.Shania works hard with her Internet customers to create an emotional relationship for

her customers with the products and services she and her staff sell. She and her staff have created _____.

a.customer delight

b.customer satisfaction

c.customer value

d.customer loyalty

(a; Challenging)

52.Beyond simply retaining good customers, marketers want to constantly increase their

“share of customer.” Describe what this means in marketing terms.

a.Marketers want to increase their market share.

b.Marketers want to increase the share they get of the customer’s purchasing in

their product categories.

c.Marketers want to increase the profit margin with this target market.

d.none of the above

(b; Challenging)

53._____ is one of the best ways to increase share of customer.

a.Selling up

https://www.sodocs.net/doc/677903121.html,ing bait and switch

c.Cross selling

d.Relationship selling

(c; Easy)

54.Karrie Romanov wants to capture the full essence of customer relationship

management. Which of the following will Karrie take into consideration?

a.own the customers for life

b.capture their lifetime value

c.build overall customer equity

d.all of the above

(d; Moderate)

55.Is the following statement true? Clearly, the more loyal the firm’s customers, the

higher the firm’s customer equity.

a.no

b.yes

c.maybe

d.cannot tell accurately

(b; Easy)

56.Surveys show that in markets with few customers and high margins, sellers want to

create _____ with key customers.

a.basic relationships

b.relationship marketing

c.extreme partnerships

d.full partnerships

(d. Moderate)

57.Some firms find themselves in markets with many low-margin customers. As

Assistant Marketing Director, what type of relationship would you develop with these customers?

a.full partnerships

b.basic relationships

c.relationship marketing

d.key customer marketing

(b; Challenging)

58.Many organizations today realize that in addition to providing financial benefits to

customers, they must also add _____ benefits.

a.social

b.emotional

c.rational

d.psychographic

(a; Easy)

59.By supplying customers with special equipment or computer linkages that help them

manage their orders, payroll, or inventory, a business marketer would be building customer relationships by adding _____.

a.greater customer service

b.partnership marketing

c.structural ties

d.none of the above

(c; Moderate)

60.You have just read a report in a leading business magazine. It states that the major

marketing developments as we enter the new millennium can be summed up in what single theme?

a.relationship marketing

b.connecting

c.partnering

https://www.sodocs.net/doc/677903121.html,working

(b; Challenging)

61.You will learn that marketing ultimately involves attracting, keeping, and _____

profitable customers.

a.tracking

b.placing in a database

c.growing

d.none of the above

(c; Moderate)

62.We can say that the major force behind the new “connectedness” is explosive

advances in information, transportation, and _____.

https://www.sodocs.net/doc/677903121.html,puter telecommunications

b.improved market research

c.better-trained marketing departments

d.Web sites

(a; Easy)

63.A tremendous advantage of modern communication and advertising tools is that

marketers can zero in on selected customers with carefully _____.

a.selected customer profiles

b.customized products

c.flexible pricing ranges

d.selected targeted messages

(d; Moderate)

64.You have just been told by your supervisor at work that a New Economy has

emerged. What is the technology behind this new force?

a.the Internet

b.Web sites

c.voice mail

d.cell phones

(a; Easy)

65.Pete Santina has just realized something that he needs to tell his marketing manager at

work. Pete knows that today few firms still practice true _____.

a.production orientation

b.sales orientation

c.mass marketing

d.market segmenting

(c; Moderate)

66.Many marketers use a concept today to determine which customers can be served

profitably and which ones cannot. They target the winning ones for pampering.

What is this concept called?

a.selective relationship management

b.target marketing

c.market segmenting

d.selective targeting

(a; Challenging)

67.There is a trend today to do away with unprofitable customers. This ends up

improving the _____ of the firm.

a.database

b.profitability

c.image

d.customer relationships

(b; Moderate)

68.In addition to connecting more deeply with customers, many companies are also

connecting more _____.

a.directly

b.frequently

c.inexpensively

d.none of the above

(a; Easy)

69.Suzie Chan strengthens her company’s connections with partners all along the supply

chain. What type of management is she using?

a.outside partnering

b.supplier connecting

c.channeling

d.supply chain

(d; Easy)

70.Most companies realize that they need partners to go beyond supply chain

management. What do we call this association?

a.strategic alliances

b.strategic planning

c.partnering

d.mutual reciprocity

(a; Moderate)

71.Today, in countries around the world, managers are going beyond a local view of the

company’s industry and competitors. _____ opportunities are becoming more

common.

a.Global

b.Ethnic

c.Subcultural

d.Internal

(a; Easy)

72.Your authors have expressed that in the next century winning companies may well be

those that have built the best _____.

a.channels of distribution

b.sales force

c.global networks

https://www.sodocs.net/doc/677903121.html,ernmental relations

(c; Moderate)

73.Many firms today are taking a proactive orientation by becoming more socially and

_____ responsible.

a.environmentally

b.financially

c.ethically

d.all of the above

(a; Challenging)

74.Today, which of the following types of organizations use various marketing strategies

in addition to larger corporations?

a.small businesses

b.minority owned businesses

c.not-for-profit organizations

d.all of the above

(d; Easy)

https://www.sodocs.net/doc/677903121.html,ernmental agencies are becoming more involved in marketing as the years pass.

When a local government advertises keeping the area’s streams and water supply cleaner, it is involved in _____.

a.green marketing

b.social marketing campaigns

c.demarketing

d.environmental marketing

(b; Challenging)

76.Is it true that every type of organization can connect through marketing?

a.yes

b.no

c.maybe

d.cannot be determined

(a; Easy)

77.A more modern view of marketing is that it has evolved from customer acquisition to

customer _____.

a.involvement

b.care

c.exploitation

d.service

(b; Easy)

78.The old marketing view emphasized trying to make a profit on each sale rather than

trying to profit by managing what value?

a.customer lifetime value

b.customer satisfaction index

c.cognitive dissonance

d.all of the above

(a; Challenging)

79.Which word is missing from the following statement? Marketers need to _____,

create, communicate, and deliver real value to customers.

a.find

b.understand

c.explore

d.seek

(b; Easy)

80.Modern companies are improving their customer knowledge and customer _____.

a.appreciation

b.awareness

c.connections

d.none of the above

(c; Easy)

True – False

81.It is safe to say that today’s most important marketing concept is customer

relationship management.

(True; Easy)

82.The best-known dot com business name in the world is Ebay.

(False; Moderate)

https://www.sodocs.net/doc/677903121.html, is an outstanding marketing company. The key to its future is its

relationships with its customers.

(True; Easy)

https://www.sodocs.net/doc/677903121.html,’s unique blend of benefits includes huge selection, good value,

convenience, and customer satisfaction.

(False; Moderate)

85.Internet-based companies tend to spend tremendous outlays on customer acquisition. (True; Moderate)

86.Like https://www.sodocs.net/doc/677903121.html,, today’s successful companies at all levels have one thing in

common – they are strongly supplier focused and heavily committed to cost savings. (False; Challenging)

87.The simplest definition of modern marketing is managing profitable customer

relationships.

(True; Easy)

88.A thorough definition of marketing tells us that it is a business and managerial

process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.

(False; Moderate)

89.The difference between human needs and wants is that needs are states of felt

deprivation.

(True; Easy)

90.Harry Porter is addressing customer needs by putting forth a set of benefits he

promises to consumers to satisfy them. Harry is concerned with value

proposition.

(True; Moderate)

91.Smart marketers look beyond the attributes of the products and services they sell.

They create brand meaning and brand experiences for consumers.

(True; Moderate)

92.Customer value in relation to a purchase depends on how well the product’s

performance lives up to the customer’s expectations.

(False; Moderate)

93. Marketing management is interested in serving all customers in every way to

remain competitive in today’s markets.

(False; Moderate)

94. At times it becomes necessary to reduce demand for some products and services.

When the government tries to reduce smoking of tobacco products, it adds more tax to the products and is practicing demarketing.

(True; Easy)

95. Aminah’s law office has developed a new format and wording for wills. The staff

believes they offer the most in quality, performance, and innovative features. Her law office is practicing the production concept.

(False; Moderate)

96. The selling concept holds that consumers will not buy enough of the firm’s

products unless it undertakes a large-scale selling and promotion effort. (True; Easy)

97. Your department holds that achieving organizational goals depends on knowing

the needs and wants of target markets and delivering the desired satisfaction better than competitors do. Your department is practicing the selling concept. (False; Moderate)

98. We say that the selling concept is an inside-out perspective.

(True; Challenging)

99. The major difference between customer-driving marketing and customer-driven

marketing is that the former considers existing and latent needs, now and in the

future.

(True; Easy)

100. The societal marketing concept questions whether the pure marketing concept overlooks possible conflicts between consumer short-run and long-run welfare. (True; Moderate)

101. One Asian company, Kao, Japan’s largest toiletries group ‘wants to make a larger contribution to society to make life easier for people’. This firm practices societal marketing.

(True; Moderate)

102. Your supervisor is concerned with the entire stream of purchases each customer makes over the lifetime of his or her patronage. We call this customer lifetime

value.

(True; Easy)

103. Customers buy from businesses that offer the highest customer perceived value. (True; Easy)

104. A smart company tries to delight customers by promising more than it can deliver and delivering more than it promises.

(False; Moderate)

105. Loyal customers must be more than satisfied, they must be highly satisfied. (True; Easy)

106. To increase their “share of customer”, a firm concentrates on retaining as many customers as possible over their lifetimes.

(False; Challenging)

107. To practice customer equity, a company must be concerned with the total combined customer lifetime values of all major purchasers of its products. (False; Challenging)

108. In order to develop full partnerships with key customers, firms should add financial and social benefits to customer purchases.

(True; Moderate)

109. The major marketing development of our day is summed up in a single theme called “connecting.”

(True; Moderate)

Essay

110. Define marketing in more than one way.

In its simplest definition it is managing profitable customer relationships. It also

means satisfying customer needs. Marketing is applied as a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.

(Easy; pp. 4 and 5)

111. How do marketers differentiate between needs, wants, and demands?

Marketers realize that humans have needs when they are in a state of felt

deprivation. These needs take on the form of wants as they are shaped by culture and individual personality. When backed by buying power, wants become

demands. Companies research demands and supply the needs that drive them. (Easy; p. 5)

112. Explain marketing management in today’s terms.

Marketing management is the art and science of choosing target markets and

building profitable relationships with them. This involves getting, keeping, and

growing customers through creating, delivering, and communicating superior

customer value. Thus, marketing management involves managing demand, which in turn involves managing customer relationships.

(Moderate; p 10)

113. Distinguish between value proposition and marketing offer.

Companies address needs by putting forth a value proposition, which means a set of benefits that they promise to consumers to satisfy their needs. It is fulfilled

through a marketing offer which offers some combination of products, services,

information, or experiences to satisfy needs and wants in the market. (Challenging; p. 6)

114. Describe the five marketing management orientations.

The production concept holds that consumers will favor products that are

available and highly affordable. The product concept holds that consumers will favor products that offer the most in quality, performance, and innovative

features. Those who follow the selling concept hold that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and

promotion effort. Using the marketing concept means that achieving

organizational goals depends on knowing the needs and wants of target markets

and delivering satisfactions better than competitors do. The societal marketing

concept holds that the firm should determine the needs, wants, and interests of

target markets.

(Challenging: pp. 10 - 12)

115. Explain customer relationship management.

Customer relationship is no longer defined as a customer database management

activity. It is now the overall process of building and maintaining profitable

customer relationships by delivering superior customer value and satisfaction.

(Easy; p. 13)

116. Discuss strategies for building lasting customer relationships.

Determining the customers’ lifetime values is the place to start. Next, customer

perceived value and satisfaction must be built and delivered. When a firm builds customer loyalty and retention, it grows its share of customers and its “share of

customer” through customer relationships and equity

(Challenging; pp. 13 - 16)

语言学chapter1课后练习答案

Chapter 1 Revision exercises reference 1.How do you interpret the following definition of linguistics: Linguistics is the scientific study of language? Refer to section1.1.1 Linguistics investigates not any particular language, e.g. English, Chinese, Arabic and Latin, but language in general. Its ultimate goal is to find the rules that govern the structure and use of language that can be applied to all human languages. It is a scientific study because it is based on the systematic investigation of objective linguistic data, not sentence made up by linguists themselves. In their investigation linguistics follow a procedure quite similar to that of natural scientists. First of all they have to observe and collect language facts, i.e. the language people actually use. Based on the data thus obtained, they make some hypotheses about the structure of the language. Then the hypotheses have to be checked again and again against more language data before its validity is fully proved. Only at this stage can the linguists draw a conclusion. From the way the linguists work, we can say their study of language is objective and scientific. 2.What are the major branches of linguistics? What does each of them study? Refer to section1.1.2 The major branches of linguistics include the following: Phonetics: The study of sounds used in linguistics communication. Phonology: The study how sounds are put together and are used to convey meaning in communication. Morphology: The study of how morphemes, i.e. symbols, are arranged and combined to form work. Syntax: The study of rules that govern the grammatical formation of sentences. Semantics: The study of language meaning. Pragmatics: The study of how language is used in actual communication. The study of language can also be combined with other branches of learning of the humanities. These include the following: Sociolinguistics: The study of the social aspects of language and its relation with society. Psycholinguistics: The study of how the mind works when language is used. Applied linguistics: The study of how findings in linguistics studies can be applied to the solution of practical problem, such as the recovery of speech ability and foreign language teaching and learning.

朗文英语六上chapter1复习

朗文6A Chapter One 学习提要 亲爱的同学们，学习了这个章节后，请按照要求检测你的学习结果吧～～ Part A and B New words and phrases（要求：知道中文意思，听懂，会读，会拼写。）grow up 长大dream job 梦想职业 (a) dentist 牙医(an) engineer 工程师 (a) vet 兽医(a) fashion designer 时装设计师(an) astronaut 宇航员(an) inventor 发明家 (a) pilot 飞行员(a) film director 电影导演explore space 探索太空look after animals 照顾动物 fly planes 开飞机make films 拍电影 build and repair things 建造、修理东西 think up new things 想出新事情(事物) design new styles of clothes 设计新款服装 take care of people’s teeth 爱护(呵护)人们的牙齿 the winner of a drawing competition 绘画比赛获胜者 （以下词汇要求：知道意思，会读，听得懂） theme 主题 Sentences （要求：会读，知道其中文意思，会拼，会写，会运用。） 1.What do you want to be when you grow up? 你长大后想要做什么？ 2.I want to be an engineer. Engineer s build and repair things. 我想做一名工程师。工程师建造和修理东西。 3.I want to be a dentist. Dentist s take care of people’s teeth. 我想成为一名牙医。牙医爱护人们的牙齿。 4.I want to be an astronaut. Astronaut s explore space.

9Bchapter1-5 笔记

9 B Chapter 1 一、基础篇 1.单词 1．review 动词:复习----revision 名词:复习 2.write 动词:写----writer 名词:作家 3.pollute 动词:污染,弄脏----pollution 名词: 污染 4.chemical 形容词: 化学的----chemistry 名词:化学 5.Britain 名词:不列颠,英国----British 名词:英国人; 形容词:英国的 6.save 动词:搭救;节省;储蓄----safe 形容词:安全的; 名词:保险柜----safety 名词:安全 ----safely 副词:安全地;平安地 7.mean 动词:意味着----meaning 名词: 含义, 意思 8.drive (drove—driven) 动词:驾驶;驱赶----driver 名词: 驾驶员,司机 9.Africa 名词:非洲----African 形容词: 非洲的; 名词: 非洲人 10.heat 名词: 热度;热量; 动词: 加热----hot 形容词:热的 11.suggest 动词建议——suggestion 名词建议 12.cover 动词，覆盖；名词封面——discover 动词，发现 13．bad 形容词，坏的——worse 比较级 14．danger 名词，危险——dangerous 形容词危险的 （二）词组 1.tell sb to do sth., 告诉某人做某事tell sb not to do sth告诉某人别做某事 2.become green (连系动词+形容词) 3. a piece of +不可数名词 4.talk to sb about sth和某人谈论谋事 https://www.sodocs.net/doc/677903121.html,e from/be from 来自 6.protect …from…保护…免受… 7.in danger 处于危险中 8.act like look like sound like (like像, 介词) 9.keep …from….使…不做… 10.as…as…和…一样, not as(so)…as和…不一样 11.such as 例如 12.rise升起,上升;起立(不及物) raise 举起;使升高;饲养;抚养;筹钱(及物) 13.cut down 砍倒 14.take in 吸入,吸收 15.as well as 和 16.throw away 扔掉, throw it away (let out, pick up, work out, give up) 17.what to do with the rubbish 怎么处置垃圾 18.either 也（用于否定句的句末） 19.reach, get to, arrive in/at 到达 20.spend…on…在…上花费(钱/时间) 21.wear –wore—worn 穿,戴, put on 穿;戴上;上演 22.allow…to do…允许…做… 23.ask for reasons (询问理由), give reasons (给出理由) 24.because+句子, because of +名词或名词短语或代词

Chapter1会计概论答案

第一章会计透视：会计信息及其使用者▓复习思考题 1．概述会计的性质。 会计是按照会计规范确认、计量、记录一个组织的经济活动，运用特定程序处理加工经济信息，并将处理结果传递给会计信息使用者的信息系统，是组织和总结经济活动信息的主要工具。 会计是一个信息系统，会计处理的各个环节的加工的对象是会计信息。会计信息实际上是一种广义的信息，包含三个层次： 其一，以货币化指标体现的财务信息，它是从动态、静态两个角度，对特定主体经济资源的数量（资产）、归属（负债、所有者权益）、运用效果（收益分配）、增减变化及其结果（财务状况变动及其结果）进行描述； 其二，非货币化的和非数量化的说明性信息，它们不仅仅是对主体的财务状况、经营成果等财务指标的基本说明，而且还包含了大量的主体所处的社会、文化、道德、法律等环境信息，这些信息对于使用者正确判断主体的经营能力、发展前景，往往起到至关重要的作用； 其三，其他用于主体内部管理的信息，这些信息常常由成本会计、管理会计以及内部审计人员提供，主要包括了短期（长期）决策信息、预算信息、责任中心要求及履行情况等情况，虽然与外部性较强的财务会计信息相比，它们更容易为人们所忽略，但在经济管理和财务信息质量控制方面，它们也起了不可低估的作用。不过，在当前的会计报告模式中，所反映的会计信息主要是前两个层次上的信息。 2．企业的获利能力是否为债权人的主要考虑因素？ 债权人关心那些影响自己的债权能否得到按期偿还的因素。他们会对公司的获利能力及清偿能力感兴趣。债权人会从获利能力去衡量未来的现金流量，由于企业的获利能力与现金流量并不一定同步产生，所以对短期债权人来说，企业的获利能力不能成为债权人的主要考虑因素，但对相对长期的债权人来说获利能力应该是值得更加关注的因素。 3．财务报表中体现出来的会计信息用以满足不同使用群体的需求，但并不是所有的使用者都能得到相同的满足的。在实践中，外部财务报表使用者诸如股东、供应商、银行等是如何获得有关公司的财务信息的？若要同时满足不同类别的财务报表使用者的信息需求有什么困难？ 首先，股东是公司法定的所有者，法律上财务报表是为其制作的。法律规定，公司必须定期编制并发布财务报表，为其股东公布财务信息，我国《公司法》对此也有明确的规定。 其次，供应商与公司是商业伙伴关系，不提供商业信用的供应商，由于是钱货两讫，可通过报媒和网络了解公司公开财务的财务信息，如果供应商对公司提供商业信用，供应商可要求企业提供一定的财务信息，但对这些财务信息的准确性、可靠性需要有一定的分析。

chapter11

第十一章核酸的降解和核苷酸代谢 核酸的生物功能DNA、RNA 核苷酸的生物功能 ①合成核酸 ②是多种生物合成的活性中间物 糖原合成，UDP-Glc。磷脂合成，CDP-乙醇胺，CDP-二脂酰甘油。 ③生物能量的载体A TP、GTP ④腺苷酸是三种重要辅酶的组分 NAD、F AD、CoA ⑤信号分子cAMP、cGMP 食物中的核酸，经肠道酶系降解成各种核苷酸，再在相关酶作用下，分解产生嘌呤、嘧啶、核糖、脱氧核糖和磷酸，然后被吸收。 吸收到体内的嘌呤和嘧啶，大部分被分解，少部分可再利用，合成核苷酸。 人和动物所需的核酸无须直接依赖于食物，只要食物中有足够的磷酸盐，、糖和蛋白质，核酸就能在体内正常合成。 核酸的分解代谢： 第一节核酸和核苷酸的分解代谢 一、核酸的酶促降解 核酸是核苷酸以3’、5’-磷酸二酯键连成的高聚物，核酸分解代谢的第一步就是分解为核苷酸，作用于磷酸二酯键的酶称核酸酶（实质是磷酸二脂酶）。 根据对底物的专一性可分为：核糖核酸酶、脱氧核糖核酸酶、非特异性核酸酶。 根据酶的作用方式分：内切酶、外切酶。 1、核糖核酸酶 只水解RNA磷酸二酯键的酶（RNase），不同的RNase专一性不同。 牛胰核糖核酸酶（RNaseI），作用位点是嘧啶核苷-3’-磷酸与其它核苷酸间的连接键。 核糖核酸酶T1（RNaseT1），作用位点是3’-鸟苷酸与其它核苷酸的5’-OH间的键。 图 2、脱氧核糖核酸酶 只能水解DNA磷酸二酯键的酶。DNase牛胰脱氧核糖核酸酶（DNaseI）可切割双链和单链DNA。产物是以5’-磷酸为末端的寡核苷酸。

牛胰脱氧核糖核酸酶（DNase Ⅰ），降解产物为3’-磷酸为末端的寡核苷酸。 限制性核酸内切酶：细菌体内能识别并水解外源双源DNA 的核酸内切酶，产生3ˊ-OH 和5ˊ-P 。 图 Pst Ⅰ切割后，形成3ˊ-OH 单链粘性末端。 EcoR Ⅰ切割后，形成5ˊ-P 单链粘性末端。 3、 非特异性核酸酶 既可水解RNA ，又可水解DNA 磷酸二酯键的核酸酶。 小球菌核酸酶是内切酶，可作用于RNA 或变性的DNA ，产生3’-核苷酸或寡核苷酸。 蛇毒磷酸二酯酶和牛脾磷酸二脂酶属于外切酶。 蛇毒磷酸二酯酶能从RNA 或DNA 链的游离的3’-OH 逐个水解，生成5’-核苷酸。 牛脾磷酸二脂酶从游离的5’-OH 开始逐个水解，生成3’核苷酸。 二、 核苷酸的降解 1、 核苷酸酶 （磷酸单脂酶） 水解核苷酸，产生核苷和磷酸。 非特异性磷酸单酯酶：不论磷酸基在戊糖的2’、3’、5’，都能水解下来。 特异性磷酸单酯酶： 只能水解3’核苷酸或5’核苷酸（3’核苷酸酶、5’核苷酸酶） 2、 核苷酶 两种： ① 核苷磷酸化酶：广泛存在，反应可逆。 ② 核苷水解酶：主要存在于植物、微生物中，只水解核糖核苷，不可逆 三、 嘌呤碱的分解 P301 图18-2嘌呤碱的分解 首先在各种脱氨酶的作用下水解脱氨，脱氨反应可发生在嘌呤碱、核苷及核苷酸水平上。 P 299 反应式 不同种类的生物分解嘌呤碱的能力不同，因此，终产物也不同。 排尿酸动物：灵长类、鸟类、昆虫、排尿酸爬虫类

chapter1习题答案

一、名词解释 1、芽孢：某些细菌在其生长发育后期, 在细胞内形成的一个圆形或椭圆形、壁厚抗逆性强的休眠构造。 2、糖被：包被于某些细菌细胞壁外的一层厚度不定的透明胶状物质, 成分是多糖或多肽。 3、菌落：将单个细菌细胞或一小堆同种细胞接种到固体培养基表面，当它占有一定的发展空间并处于适宜的培养条件时，该细胞就会迅速生长繁殖并形成细胞堆，此即菌落。 4、基内菌丝：当孢子落在固体基质表面并发芽后，就不断伸长、分枝并以放射状向基质表面和内层扩展，形成大量色浅、较细的具有吸收营养和排泄代谢废物功能的基内菌丝 5、孢囊：指固氮菌尤其是棕色固氮菌等少数细菌在缺乏营养的条件下，由营养细胞的外壁加厚、细胞失水而形成的一种抗干旱但不抗热的圆形休眠体，一个营养细胞仅形成一个孢囊。 6、质粒：指细菌细胞质内存在于染色体外或附加于染色体上的遗传物质，绝大多数由共价闭合环状双螺旋DNA分子构成。 7、微生物：是指肉眼看不见或看不清楚的微小生物的总称。包括细菌、放线菌、霉菌、酵母菌和病毒等大类群。 8、鞭毛：是从细菌质膜和细胞壁伸出细胞外面的蛋白质组成的丝状结构，使细胞具有运动性。 9、菌落：将单个或一小堆同种细胞接种到固体培养基表面，经培养后会形成以母细胞为中心的一堆肉眼可见的、有一定形态构造的子细胞集团称菌落。 10、放线菌：一类呈丝状生长、以孢子繁殖、陆生性较强的原核微生物。 11、荚膜：有些细菌在生命过程中在其表面分泌一层松散透明的粘液物质，这些粘液物质具有一定外形，相对稳定地附于细胞壁外面，称为荚膜。 二. 填空 1、芽孢的结构一般可分为孢外壁、芽孢衣、皮层和核心四部分。 2、细菌的繁殖方式主要是裂殖，少数种类进行芽殖。 3、放线菌产生的孢子有有性孢子和无性孢子两种。 4、细菌的核糖体的沉降系数是70s 。 5、细菌的鞭毛有三个基本部分，分别为基体，钩形鞘，和鞭毛丝。 6、微生物修复受损DNA的作用有__光复活作用__和_切除修复。 7、基因工程中取得目的基因的途径有_3_条。 8、在低渗溶液中，G+ 菌的肽聚糖被破坏，细胞将涨破。 9、原核细胞通过其附属物称为性菌毛从一个细胞向另一个细胞转移DNA。 10、支原体细胞膜中含有甾醇，与动物相似。 11、脂多糖是革兰氏阴性菌细胞壁特有成分,它由三部分组成，即类脂A、核心多糖和O-特异性侧链。 12、革兰氏阴性菌的细胞壁有两层，内层称为电子致密层，约2-3nm厚以肽聚糖为主要成分，外层称为脂多糖层，约8nm 厚，不含肽聚糖。 13、革兰氏阳性菌的细胞壁有一层,其厚度为20-80nm磷壁酸是革兰氏阳性细菌特有的化学成分。 14、在周质空间中，存在着多种蛋白质，包括: 水解酶类、合成酶类、结合蛋白和受体蛋白。 15、芽孢是某些细菌在生活史的一定阶段形成的没有生长活性的休眠体，对热，干燥和辐射具有抗性。

香港朗文版2A期末复习资料-Chapter1---Chapter6

香港朗文版2A期末复习资料 Unit 1 Coming to School 一、词汇 1、会默写的单词 bus minibus school bus ferry MTR LRT tram train pupil children Get into groups walk ask join minute taxi girl boy 2、单词巩固练习 bus ________________ 迷你巴士_______________ 地铁_______________ LRT_______________ 电车_______________ train_______________ 女孩_______________ 的士_______________ ferry_______________ pupil ______________ 补全单词 gr_u_p p_p_l fe___y a_k jo_n min_te w_lk sc_ool L_T gi_l 写一写 group minute pupil school taxi girl

二、句子 要背诵的句子 1、How do you come to school? 2、I come to school on foot. 3、I come to school by MTR. 4、I walk to school. 5、How many pupils come by car? 6、One pupil comes by car. 7、Seven pupils come by school bus. 8、Then get into groups. 9、Come on, Wendy. 10、Ask your friends. 句子练习 连线题 Ask your friends 然后组成小组 Come on , Wendy 去问一下你的朋友们 Then get into groups 来吧，Wendy Join a group 加入一个小组 补全句子 1 How do you ___________(come/ comes) to school? 2 He ___________ (come/ comes) to school by bus. 3 How mang ___________(pupil/pupils) ___________ (come/ comes) to school by minibus? 4 Three ___________( pupil/pupils) __________(come/ comes) to school by minibus. Unit2 About Me 一、会默的单词 什么________________ sun _______________ 住__________________ 家__________________ 哪里________________ how old...?_________________ 班__________________ 的士____________________ 二、会背的句子 What’s your name? My name’s Kitty./I’m Kitty. How old are you? I’m seven. Where do you live? I live in Wan Chai. What’s your telephone number? It’s 2323 4546 . Welcome to our class.

审计学课堂笔记上课讲义

审计学课堂笔记

审计总体目标: 1:对财务报表整体是否不存在由于舞弊造成错误导的重大错报获取合理保证,使得注册会计师能够对财务报表是否在所有重大方面按照适用的财务报表编制基础编制发表审计意见. 2:按照审计准则的规定,根据审计结果对财务报表出具审计报告,并与管理层和治理层沟通. 接受业务委托 是否接受或保持某客户关系和具体审计业务.应考虑:客户诚信,是否具备执行审计业务所必须的素质,专业胜任能力,时间和资源,能否遵守职业道德要求. 主要工作:了解和评价审计对象的可审性;决策是否考虑接受委托;商定业务约定条款;签订审计业务的约定书等. 计划审计工作 在本期审计业务开始时开展的初步业务活动；制定总体审计决策；制定具体审计计划等；计划审计工作不是审计业务的一个独立阶段，而是一个持续的、不断修正的过程，贯穿于整个审计业务的始终。 评估重大错报风险 了解被审计单位及其环境；识别和评估财务报表层次以及各类交易、账户余额、列报认定层次的重大错报风险，包括确定需要特别考虑的重大的错报风险即特别风险，以及仅通过实质性程序无法应对的重大错报风险等。

风险应对：实施控制测试和实质性程序。实施进一步审计程序，包括实施控制测试和实质性程序。 完成审计工作和编制审计报告 根据所获取的各种证据，合理运用专业判断，形成适当的审计意见。 审计过程中修改重要性 修改的情况:审计过程中情况发生重大变化;获取新信息；通过实施进一步审计程序，注册会计师对被审计单位及其经营所了解的情况发生变化。 总体审计策略用以确定审计范围、时间安排和方向，并指导具体审计计划的制定。内容：审计范围；报告目标、时间安排以及所需要沟通的性质；审计方向；审计资源配置。 具体审计计划 错报的汇总数=已经识别的具体错报+推断错报=事实错报+判断错报+抽样推断错报 事实错报：毋庸置疑的错报；判断错报：由于注册会计师认为管理层对会计估计作出不合理的判断或不恰当地选择和运用会计政策而导致的差异；推断错报：注册会计师对总体存在的错报作出最佳估报数，涉及根据在审计样本中识别出的错报来推断总体的错报。 审计证据的充分性：审计证据的充分性是指审计证据的数量足以将与每个重要认定相关的审计风险限制在可接受的低水平。

深圳牛津版九年级英语chapter11 Point of view 知识点详解

Chapter 11 The Points of view 热身练习： 句意解释： 1. Only the wealthy can afford to travel around the world. A. strong men B. useful people C. poor people D. rich people 2. To keep fit, we should eat more vegetables and less meat. A. good B. healthy C. wealthy D. thin 3. The government may ban an advertisement which forces children to buy things. A. forbid B. allow C. encourage D. offer 4. Advertisers earn a lot of money because of advertisements. A. lend B. make C. keep D. borrow 5. Is it illegal for children under 16 to buy cigarettes in China ? A. allowed by law B. against the law C. not polite D. not right 6. In addition, he loves playing computer games. A. What’s more B. Beside C. However D. As a result 正确形式填空： 1.traveller --travel 2. illegal非法的-- legal (反) 合法的 3. wealthy富有的e.g. a wealthy family 近义词：rich ---wealth n. 财富 4. effective adj. 有效的---effect （n. 影响v. 产生，达到目的） 5. identify 确定；认同；一致identify with sb 与某人产生共鸣、认同某人、以某人为模式 e.g. The play was so wonderful that the audience quickly identified with the actors. 6. possession n. -- possess v. 持有 7. act --- actor --actress 1.The long walk across the desert is ___________ his strength. (consume) 2.Who's in charge of the ___________ of students in this school? (manage) 3.Tree planting can __________ prevent sandstorms. (effective) 4.What do you think of the idea "little ___________ are big ones"? (spend) 5.He works in an __________ company as a vice-director. (advertise) 6.I won't go to the concert __________ because I have no money to waste. (simple) 7.Lower ____ levels make it difficult for some people to find good jobs in big cities. (educate) 8.Some educators believe children who watch many TV advertisements will become more __________ in possessions. (interest) 9.The Game is the biggest sports event for _________ People. (Asia)

二语习得引论-读书笔记-chapter-1-2

一．概论 Chapter 1. Introducing SLA 1.Second language acquisition (SLA) 2.Second language (L2) （也可能是第三四五外语） also commonly called a target language (TL) 3.Basic questions: 1). What exactly does the L2 learner come to know? 2). How does the learner acquire this knowledge? 3). Why are some learners more successful than others?

4. linguistic; psychological; social. Only one (x) Combine (√) Chapter 2. Foundations of SLA Ⅰ. The world of second languages 1.Multi-; bi-; mono- lingualism 1)Multilingualism: the ability to use 2 or more languages. (bilingualism: 2 languages; multilingualism: >2) 2)Monolingualism: the ability to use only one language. 3)Multilingual competence (Vivian Cook, Multicompetence) Refers to: the compound state of a mind with 2 or more grammars. 4)Monolingual competence (Vivian Cook, Monocompetence) Refers to: knowledge of only one language. 2.People with multicompetence (a unique combination) ≠ 2 monolinguals World demographic shows: 3.Acquisition 4.The number of L1 and L2 speakers of different languages can only be estimated. 1)Linguistic information is often not officially collected. 2)Answers to questions seeking linguistic information may not be reliable. 3) A lack of agreement on definition of terms and on criteria for identification. Ⅱ. The nature of language learning 1.L1 acquisition

4BChapter1复习提要-黄璐

《朗文英语4B》复习提要 Chapter 1：Join our club加入我们的俱乐部 I.经过第1章的学习，下面的新单词我们要准确无误地读（read them correctly），知道它们的中文意思(know the Chinese meaning)，不看书进行英汉互译( translate)，并且还要会拼写( spell)。 Drama Club Sports Club English Club Music Club Art Club 戏剧俱乐部 体育俱乐部 英语俱乐部 音乐俱乐部 艺术俱乐部have fun keep fit get fit 玩得愉快保持健康变得健康improve 提高 join加入 Gardening Club 园艺俱乐部 注意： 1. get fit是变健康，是一个变化的过程，而keep fit 是指在已经健康的情况下，继续保持健康，两者有区别。 2. make music做音乐,指的是写词，编曲这一类歌曲创作的行为。

3. play music玩音乐还可以指弹奏具体的乐器，比如play the piano,play the violin, play the recorder等等。 4. gardening 园艺（名词） 提高某人的英语 5. improve one’s English 6. painting and drawing绘画（动名词，是两件事情） 7.English Club, Art Club, Sports Club, Dancing Club等都是专有名词，首字母要大写。同样的比如店名，商品牌子，月份和星期等等。 II.句型。下面的关键句型我们要会读（read）,知道意思（know the Chinese meaning）,会根据不同的语境来运用（use them in different contexts），会写（write them correctly）。 1. ---Whydo you want to join the Drama Club? ---BecauseI like drama. ---为什么你想加入戏剧俱乐部？ ---因为我喜欢戏剧。 2.---Whydo you want to join the Gardening Club? ----BecauseI like gardening. ----你为什么想加入园艺俱乐部？ ----因为我喜欢园艺。 3. ---Whydo you want to join the Art Club? ----Because I like painting and drawing. ----你为什么想加入艺术俱乐部？ ----因为我喜欢绘画。

《演讲的艺术》chapter1-5课后summary

Chapter1 speakinginpublic People throughout history have used public speaking as a vital means of communication and empowerment. Because you will live the rest of your life in a globalized world, the need for English public speaking will almost surely touch you at some time. To be successful giving speeches in English, you need to be culturally competent communicator. You must show respect for the cultural values and expectations of the people who come to hear you. This dose not mean that you have to devalue your own culture. There is no inherent conflict between being a competent English public speaker and being fully Chinese. Because public speaking involves the use of English as a working language, it requires critical thinking skills. Critical thinking helps you organize your ideas, spot weaknesses in other people’s reasoning, and avoid them in your own. There are many similarities between public speaking and conversation, but there are also important differences. First, public speaking requires more detailed preparation than ordinary conversation. Second, it requires more formal language. Third, it demands that speakers adjust their voices to the larger audience and work at avoiding distracting physical mannerisms and verbal habits. The speech communication process includes seven elements: speaker, message, channel, listener, feedback, interference, and situation. The interaction of these elements determines the outcome of any public speech. Chapter2 speakingconfidentlyandethically stage fright is an issue for public speakers in all countries. Rather than trying to eliminate every trace of stage fright, you should try to transform it into positive energy. To some extent, this will happen naturally as you gain experience as a speaker, but you should also think positively, prepare thoroughly, visualize yourself giving a successful speech, remember that most nervousness is not visible to the audience, and think of your speech as communication rather than as a performance in which you must do everything perfectly Because public speaking is a form of power, it carries with it heavy ethical responsibili ties. There are four basic guidelines for ethical speechmaking. The first is to make sure your goals are ethically sound. The second is to be fully prepared for each speech. The third is to be honest in what you say. The fourth is to put ethical principles into practice at all times Of all the ethical lapses a speaker can commit, few are more serious than plagiarism lobal plagiarism is lifting a speech entirely from a single source. Patchwork plagiarism involves cutting and pasting a speech from a limited number of sources. Incremental pla giarism occurs when a speaker fails to give credit for specific quotations and paraphrases that are borrowed from other people Because it is so easy to copy information from the Internet, it poses special challenges with regard to plagiarism. If you don't cite Internet sources, you are just as guilty of plagia- rism as if you take information from print sources without proper citation. As you research your speeches, be sure to take accurate notes of the Internet sources you use so you can identify them in your speech Chapter3 giving your first speech One of your first assignments will be to present an introductory speech, either a speech of self-introduction or a speech introducing a classmate. Focus the speech on a limited number of ideas and be creative in developing them. Use interesting supporting materials and present them in colorful, descriptive language. When organizing the speech, make sure you have a clear introduction, body, and conclusion. Most introductory speeches fall naturally into chronological or topical order. Using clear transitions will help your audience follow you from point to point. Although you will write a complete manuscript or outline of your speech when preparing it, you should deliver it extemporaneously. This means you have rehearsed fully and can present your talk from a brief set of speaking notes. Concentrate on establishing eye contact with the audience and on speaking in a dynamic, engaged tonof voice Chapter4 selecting a topic and purpose The first step in speechmaking is choosing a topic. If you have trouble picking a topic, you can use clustering, a personal inventory, or an Internet search to come up with something that is right for you. The general purpose of your speech will usually be to inform or to persuade. When your general purpose is to inform, your goal is to communicate information clearly, accurately, and interestingly. When your general purpose is to persuade, your goal is to win listeners over to your point of view Once you know your topic and general purpose, you must focus on a specific purpose statement that indicates precisely what your speech seeks to achieve. The specific purpose statement should (1) be a full infinitive phrase; (2) be worded as a statement, not a question:(3) avoid figurative language;(4) not be vague or general; (5) be appropriate for your audience; and(6) be achievable in the allotted time. The central idea is a concise statement of what you will say in your speech, and it usually crystallizes in your thinking after you have done your research and have decided on the main points. In most cases, it encapsulates the main points in a single declarative