北大光华高级管理人员工商管理硕士EMBA考研真题精品资料

时间:2022-08-31 访问量:99 来源:管理员

目标学校的历年真题确实很重要,专业课考什么?哪些是重点?历年真题就是最好的答案,所以考研人要重视真题。盛世清北十年来专注清北硕博辅导,为帮助考生少走弯路,整理如下北大光华高级管理人员工商管理硕士EMBA考研相关资料,以供参考。

真题试题

一、商务英语阅读

(阅读下面的短文,对 10 个题目进行判断,每道题正确答案只有一个。每小题 2.5 分,共 25 分)

When Thomas Keller, one of Americas foremost chefs, announced that on Sept. 1 he would abolish the practice of tipping 付小 费) at Per-Se., his luxury restaurant in New York City, and replace it with European-style service charge, I knew three groups would be opposed: customers, servers and restaurant owners. These three groups are all committed to tipping——as they quickly made clear on Web sites. To oppose tipping, it seems to be anticapitalist, and maybe even a little French.

But Mr. Keller is right to move away from tippingand its worth exploring why just about everyone else in the restaurant world is wrong to stick with the practice.

Customers believe in tipping because they think it makes economic sense. Waiters know that they wont get paid if they dont do a good job is how most advocates of the system would put it. To be sure, this is a tempting, apparently rational statement about economic theory, but it appears to have little applicability to the real world of restaurants.

Michael Lynn, an associate professor of consumer behavior and marketing at Cornells School of Hotel Administration, has conducted dozens of students of tipping and has concluded that consumers assessments of the quality of service correlate weakly to the amount they tip.

Rather, customers are likely to tip more in response to servers touching them lightly and leaning forward next to the table to make conversation than to how often their water glass is refilled—— in other words, customers tip more when they like the server, not when the service is good. Mr. Lynns studies also indicate that male customers increase their tips for female servers while female customers increase their tips for male servers.

Whats more, consumers seem to forget that the tip increases as the bill increases. Thus, the tipping system is an open invitation to what restaurant professionals call upwelling: every bottle of imported water, every espresso and every cocktail is extra money in the servers pocket. Aggressive upwelling for tips is often rewarded while low-key quality service often goes unrecognized.

In addition, the practice of tip pooling, which is the norm in fine-dining restaurants and is becoming more in every kind of restaurant above the level of a greasy spoon, has ruined whatever effect voting with your tip might have had on an individual waiter . In an unreasonable outcome, you are punishing the good waiters in the restaurant by not tipping the bad one. Indeed, there appear to be little connection between tipping and good service .

1.It may be inferred that a European-style service   .

A.is tipping-free

B.charges little tip

C.is the authors initiative

D.is offered at Per-Se

2.Which of the following is NOT true according to the author .

A.Tipping is a common practice in the restaurant world.

B.Waiters dont care about tipping

C.Customers generally believe in tipping.

D.Tipping has little connection with the quality of service.

3.According to Michael Lynns studies, waiters will likely get more tips if they       

A.have performed good service

B.frequently refill customers water glass

C.win customers favor

D.serve customers of the same sex

4.We may infer from the context that upwelling (Line 2, Para 6) probably means   

A.selling something up

B.selling something fancy

C.selling something unnecessary

D.selling something more expensive

5.This passage is mainly about   

A.reasons to abolish the practice of tipping

B.economic sense of tipping

C.consumers attitudes towards tipping

D.tipping for good service

It is well known that when an individual joins a group he tends to accept the groups standards of behavior and thinking. Many illustrations could be given of this from everyday life, but what is of particular interest to psychologists is the extent to which peoples judgments and opinions can be changed as a result of group pressure. Asch and others noticed that people in a group will agree to statements that are contrary to the evidence of their senses. It would be a mistake to think that only particular changeable people are chosen to take part in experiments of this type. Usually highly intelligent and independent people are used.

In a typical experiment, this is what may happen. The experimenter asks for volunteers to join a group

which is investigating visual perception. The victims are not, therefore, aware of the real purpose of the experiment. Each volunteer is taken to a room where he finds a group of about seven people who are collaborating with the experimenter. The group is shown a standard card which contains a single line. They are then asked to look at a second card. This has three lines on it. One is obviously longer than the line on the first card, one is shorter and one the same length. They have to say which line on the second card is the same length as the line on the standard card. The other members of the group answer first but what the volunteer does not know is that they have been told to pick one of the wrong lines. When his turn comes he is faced with the unanimous opinion of the rest of the groupall the others have chosen line A but he quite clearly sees line B as correct. What will he do? According to Asch, more than half of the victims chosen will change their opinion. What is equally surprising is that, when interviewed about their answers, most explained that they know the group choice was incorrect but that they yield to the pressure of the group because they thought they must be suffering from an optical illusion, or because they were afraid of being different.

1.The psychologists are particularly interested in    .

A.the changes in the attitudes of the people

B.the degree of changes of peoples opinions

C.the result of the experiment

D.the difference in peoples characters

2.People who are usually chosen to take part in the experiments are    .

A.stubborn and independent

B.knowledgeable

C.ignorant and docile

D.capable of reasoning

3.Which of the following statements is TRUE?

A.The experimenter and all the members of the group except the victim know the purpose of the experiment.

B.All of them know the purpose of the experiment.

C.Only the experimenter knows the purpose of the experiment.

D.Only the victim knows the purpose of the experiment.

4.More than half of the victims changed their opinion because       .

A.someone in the group changed their opinion

B.they thought their eyes must be deceived

C.they thought the group choice was correct.

D.they had been told about the answer

5.The purpose of the author in writing this passage is to         .

A.illustrate the influence of the groups pressure on individuals behavior

B.invite more volunteers to join in Aschs experiment

C.tell the audience how to perform psychological experiment

D.encourage people to act against the groups opinion

二、逻辑数学推理

(一)逻辑推理(每题只有一个正确选择,本大题共 5 小题,每小题 4 分,共 20 分)

1.去年某旅游胜地游客人数与前年游客人数相比,减少约一半。当地旅游管理部门调查发现,去年与前年的  最大不同是入场门票从 120 元升到 190 元。

以下哪项措施,最可能有效解决上述游客锐减问题?         

A.利用多种媒体加强广告宣传。

B.旅游地增加更多的游玩项目。

C.根据实际情况,入场门票实行季节浮动价。

D.对游客提供更周到的服务。

E.加强该旅游地与旅游公司的联系。

2.一项时间跨度为半个世纪的专项调查研究得出肯定结论:饮用适量的咖啡对人的心脏无害。因此,咖啡的  饮用者只要不过量,完全可以放心地享用。

以下哪项最为恰当地指出了上述论证的漏洞?     

A.咖啡的常规饮用量可能因人而异。

B.心脏健康不等同于身体健康。

C.咖啡饮用者可能在喝咖啡时吃对心脏有害的食物。

D.喝茶,特别是喝绿茶比喝咖啡有利于心脏保健。

E.有的人从不喝咖啡但心脏仍然健康。

3.软饮料制造商:我们的新型儿童软饮料娃娃乐增加了钙的含量。由于钙对形成健康的骨骼非常重要,所以  经常饮用娃娃乐会使孩子更加健康。

消费者代表:但娃娃乐中同时含有大量糖份,经常食用大量糖不利健康,尤其是对孩子。  在对软饮料制造商的回应中,消费者代表做了下列哪一项?         

A.对制造商宣称的钙元素在儿童饮食中的营养价值提出质疑。

B.争论说如果对制造商引用的证据加以正确地考虑,会得出完全相反的结论。

C.暗示产品制造商通常对该产品的营养价值毫不关心。

D.举出其它事实以向制造商所做的结论提出质疑。

E.怀疑某种物质是否在适度食用时有利于健康,而过度食用时则对健康有害。

4.A 公司规定,其所属的各营业分公司,如果年营业额超过 800 万,其职员可获得一个月假期的奖励;如果年营业额超过 600 万元,其职员可以获得 5000 元的奖励,两项奖励可以同时获得。年中统计显示,该公司所属的 12 个分公司中,6 个年营业额超过了 1000 万元,其余的则不足 600 万元。

如果上述断定为真,则以下哪项关于该公司今年获奖情况的断定一定为真?         

I. 获得假期奖励的职员,一定获得 5000 元。Ⅱ . 获得 5000 元的职员,一定获得假期奖励。Ⅲ . 半数职员获得了假期奖励。

A.只有I

B.只有Ⅱ 

C.只有Ⅲ 

D.只有Ⅱ和Ⅲ 

E.只有I和Ⅱ

5.在西方经济发展的萧条期,消费需求的萎缩导致许多企业解雇职工甚至倒闭。在萧条期,被解雇的职工很  难找到新的工作,这就增加了失业人数。随着消费需求的增加和社会投资能力的扩张,萧条之后的复苏对  劳动力的需求量增加。但是经历了萧条之后的企业主大都丧失了经商的自信,他们尽可能地推迟雇用新的职工。

上述断定如果为真,最能支持以下哪项结论?     

A. 经济复苏不一定能迅速减少失业人数。

B.萧条之后的复苏至少需要两三年。

C. 萧条期的失业大军主要由倒闭企业的职工组成。

D.萧条通常是由企业主丧失经商自信引起的。  

E.在西方经济发展中出现萧条是解雇职工造成的。

(二)基础数学(每题只有一个正确选择;本部分 5 小题,每小题 3 分,共 15 分)

1.李先生储蓄人民币10,000 元,存款期限为两年,并且按照复利记息。到期时,李先生连本带息获得12,100 元。请问年利率是多少?   

A6   B8   C10 D12 E14

2.100 个人中,88 个有电视,76 个有报纸,有电视没报纸的是 X 个,问有报纸没电视的有多少?         

A.X-12     B.X-5       C.X+10    D.X+8      E.X+5

3.右图正方形的边长为  4,请问阴影部分面积与非阴影部分面积之比是多少?     

A.(2+X)/4       B.(4+X)/8       C.2   D.(4+X)/(4-X) E.2X 

4.某考试共 25 道选择题,答对一题得 4 分,不答或答错一题扣 1 分。考生李某成绩为 80 分,请问他答对多少道题?     

A 22   B21     C20     D19     E18

5.如下两套图形具有某种相似性,也存在某种差异。请从五个选项中选择你认为最适合的图形取代问号,使  得两套图形表现出最大的相似性,且第二套图形也表现出自己的特征。

三、管理案例分析

(在以下三个题目中任选两道题进行论述,每题 40 分,共 80 分。)

1.沃尔玛公司(Wal-Mart)在 1962 年成立于美国阿肯色州,是目前世界上最大的连锁零售企业。为提供低价的产品,沃尔玛选择直接与供应商或制造商谈判,以大额稳定的订单削减成本、压低利润。同时,它也在全球范围内选择人工成本更低的产地的产品。此外,它建立了高度自动化物流系统,最大限度地降低了商品库存和在途时间,压缩了营运成本。其配送中心从收到店铺的订单到向生产厂家进货和送货,只需要两天时间。在提供低廉商品外,为达到“让顾客满意”的目标,沃尔玛也提供了“无条件退款”的承诺。对于员工,沃尔玛也积极与员工之间的伙伴关系。对每一位员工,公司除了提供“利润分红计划”、“员工折扣规定”和“奖学金”,也给予带薪休假,节假日补助,医疗、人身保险等待遇。一时间,美国社会开始用“沃尔玛效应”这样的词,来描述这家公司对于美国社会造成的影响。

长期以来,沃尔玛对于数据分析即有很好的掌握。一个经典的故事是,沃尔玛的资讯工程师在分析结帐数据时发现,尿布和啤酒的销售量在每周五的晚上存在正向的关联性。透过调查才发现,这是因为在周五晚上,父亲在前往超市买尿布的同时,会顺便为周末球赛会购买啤酒回家。因此,沃尔玛开始固定在每周五把啤酒和尿布摆设放在同一区域,意外让这两项产品的销售量提升 30%。在大数据时代下,沃尔玛进一步利用建立社会基因组(Social Genome)程序,对终端消费者在社群网站的话题进行分析,进一步提供采购建议给终端消费者。沃尔玛的营销方式,已经从挖掘顾客的需求,演化到了创造消费者的需求。

在互联网时代下,面对电商的崛起,沃尔玛也努力的转型。在传统零售方面,沃尔玛在英国、日本和美国开展了小型门店的这一业态。在小型门店中,沃尔玛提供更加精简商品品类,同时也经由提供独家商品提升差异化。此外,由于电商的发展趋势已进入了 O2O 全通路的时代。所谓的「O2O」模式,是整合线上及线下的买方及买方,藉由打折,提供资讯,服务预订等方式,把线下商城的消息推送给线上使用者,从而将线上使用者转换为线下客户。为此沃尔玛透过旗下的创新实验室 @WalmartLabs 收购十多家新创公司,专注于创新的 O2O 服务。在取货方面,它推出免费的线上订货,线下领取的“购货点”。消费者可以在网路上订购商品,取得取货编号后,根据预约时间到店提取商品。在物流方面,与 Uber Lyft 合作提供由司机担任送货员的外送服务。在行动支付方面,它启用了“沃尔玛付款”行动支付服务,打造自己的行动支付生态系,进一步掌握消费者的消费与支付习惯。沃尔玛希望经由 O2O 战略,整合线下实体店和线上电子商务,进而定义零售业的未来。

问题:

1)请分析沃尔玛的成功因素,并谈谈您认为企业应如何打造核心竞争力。

2)沃尔玛十分重视与员工间的关系。请结合您的管理实践经验,谈谈您对员工激励机制的看法。

3)您觉得沃尔玛的 O2O 发展战略是否可以定义零售业的未来呢?为什么?

以上就是盛世清北小编整理的北大光华高级管理人员工商管理硕士EMBA考研真题精品资料相关内容,更多北京大学研究生招生考试相关内容尽在盛世清北-北大考研栏目!愿你考研路上一帆风顺!


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