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Wirtschaftsenglisch Klausur
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Wirtschaftsenglisch Klausur
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WIRTSCHAFTSENGLISCH SS 2013Lassen Sie bitte einen ausreichenden Korrekturrand frei (ca. 1/3- Blattbreite)!
I Translate the following text into German. Do not give any variants.
Product differentiation means that established firms have brand identification and custom-
er loyalties, which stem from past advertising, customer service, product differences, or simp-
ly being first into the industry. Differentiation creates a barrier to entry by forcing entrants 1 to
spend heavily to overcome existing customer loyalties. This effort usually involves start-up
losses2 and often takes an extended period of time. Such investments in building a brand name
are particularly risky since they have no salvage value3 if entry fails.
(Michael E. Porter, Competitive Strategy: 9)
II Answer the following questions in English. You should be as brief as possible, use
your own words and write complete sentences.
1. What is the text about?
2. How are company loyalties built up?
3. Why do new companies often find it hard to gain access to a market?
4. How have the last two sentences been connected?
III Translate the following sentences into English. Do not give any variants.
1. Die Misserfolge, die in dem Bericht des Gremiums erwähnt werden, sind nur kurzfris-
tige Erscheinungen.
2. Seit März sind die Brennstoffpreise aus diversen Gründen stark angestiegen.
3. Viele Bürger sind unzufrieden, weil öffentliche Gelder häufig vergeudet werden.
4. Trotz der Schuldenkrise hält die Verbraucher im Moment nichts davon ab, sich teure
Luxusgüter anzuschaffen.
5. Früher war die Einkaufsabteilung sehr gut organisiert.
6. Vielerorts ist es bereits zu Ausschreitungen gekommen, und eine massive Streikwelle
droht den Privatsektor lahmzulegen.
7. Die Arbeitgeber und die Gewerkschaften werden sich wahrscheinlich nicht einigen
können, weil sie diametral entgegengesetzte Ansichten vertreten.
8. Der Buchhalter muss den Termin mit dem Personalleiter vergessen haben.
9. Das Unternehmen konnte seinen Marktanteil in zwei aufeinanderfolgenden Quartalen
erhöhen.
10. Nachdem er einige Formulare ausgefüllt und mit dem Abteilungsleiter telefoniert hat-
te, kaufte er eine Zeitung und fuhr mit dem Zug nach Hause.
1
Marktneulinge
2
Einstiegsverluste
3
Restwert
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