95年 - 95 國立交通大學_碩士班入學考試試題_交通運輸研究所：科技論文#123652

科目：研究所、轉學考(插大)、學士後-英文 | 年份：95年 | 選擇題數：0 | 申論題數：2

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所屬科目：研究所、轉學考(插大)、學士後-英文

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1. 請將下列英語短文翻譯成中文(佔50分)
Communication can be described as the glue that holds together a channel of distribution. The
role of communication within marketing channels is an important issue from both a managerial and a
theoretical perspective. The managerial importance stems from the fact that communication
difficulties are prime cause of channel problems. Many current problems in dealer channels could
be resolved by developing appropriate strategies for communication between manufacturers and
resellers. For instance, a recent problem cited by computer dealers is that dealers feel they are being
left out of the decision-making process on programs that directly affect their business. By involving
them in planning and by soliciting their voices, manufacturers could overcome this problem. In
addition, some researchers stress that such a conflict is caused by ineffective communication, which
leads to misunderstandings, incorrect strategies, and mutual feelings of frustration in dealer channels.

2. 請將下列中文短文翻譯成英文(佔50分)
隨著世界經濟的快速變動,國際企業經營面臨許多重大的挑戰。而國際製造商在實施全球
“運籌管理”策略的過程中,必須特別重視該企業與其顧客間之關係管理與行銷。所謂全球運籌管
理,係以符合最終顧客需求為企業主要目標；其範圍涵蓋原料供應、組裝、生產、輸配送、行
銷、乃至售後服務等活動,並將其所衍生之物流、資訊流、商流、資金流等透過規劃、管理及
控制等手段予以有效整合。簡言之,全球運籌管理亦可視為是一種全球供應鏈管理模式,以迅
速回應跨國之市場需求及變動,並提供顧客高品質、高效率的服務。