单选题
{{B}}Background Information{{/B}}
Business communication is used to promote a product, service, or organization; relay information within the business: or deal with legal and similar issues. It is also a means of relaying between a supply chain, for example, the consumer and manufacturer.
At its most basic level, the purpose of communication in the workplace is to provide employees with the information they need to do their jobs.
Business communication encompasses a variety of topics, including Marketing, Branding, Customer relations, Consumer behavior, Advertising, Public relations, Corporate communication, Community engagement, Research & Measurement, Reputation management, Interpersonal communication, Employee engagement, Online communication, and Event management. It is closely related to the fields of professional communication and technical communication.
Business is conducted through various channels of communication, including the Internet, Print(Publications), Radio, Television, Ambient media, Outdoor, and Word of mouth.

{{B}}Midnight Apps Had Failed{{/B}}
A small little application called Cha-Ching, developed by Midnight Apps, was offering licenses for its next version in the Macheist bundle. Users would be invited to beta test the next version of Cha-Ching if they bought the bundle and all was glorious.
Unfortunately, what happened was a complete failure of Midnight App's communication strategy for the application. It really starts with this thread on the Macheist forums. While the developer did respond in this forum, you can sense the frustration stemming from a lack of progress updates from the developers. In fact, in the thread where people are wondering where the beta application is, the conversation starts to turn against the company.
The conversation gets so heated, that users begin recommending other applications. One forum poster takes a stab at Midnight Apps by recommending Moneywell: the reason given-- "developers are committed". The commentator "rookie" even goes so far as to say "So I take it, we've given up on ever seeing Cha-Ching 2.0?" This hostility then pours out to their own forum where people post threads like this one. Midnight Apps had failed to meet their promise of a beta, and then failed to communicate why. The users were revolting, but they weren't just angry, they started recommending other products.
So why did many of the forum users recommend Moneywell? What was the difference?
Communication is the only way
The answer was quite simple.Kevin Hoctor, the developer of Moneywell, is a master of support and communication. You can take one quick glance at nearly every single post on the Moneywell user forums and see that Kevin is involved in nearly every one. This approach constrains his time and his resources, but the man is still able to release builds and fixes. While Moneywell is not updated weekly, his customers feel confident in their software choice. This is what lead disenchanted Cha-Ching users to point others in his direction, and his communication efforts explain one of the modem tenants of good business and why Midnight Apps created a mess for themselves. Steady communication builds steady/loyal customers
Communication, and a steady channel of communication, is what turns a good company into a fantastic company. It is one of the key tenants of modem web applications, where the principle concept is "ask the users" . People feel more invested in their software, their design and their website if they are constantly reminded of your awareness of them.
There are always exceptions to the communication rule, and there are instances of constant user feedback ruining communication. However, most websites, software, and pretty much any consumer/business relationship benefits from having a steady stream of updates. It builds consumer trust and lets the user know their co-existence with your product is valid.
There is a happy ending to this story
The great news is that Midnight Apps realized their stream of non-communication was not worth the productivity time it gave them. They could generate more users and carve out more interest in their application by opening themselves up and talking about what happened. They even asked "How are we doing?" to extremely positive reviews after their communication efforts increased 100-fold. This goodwill has spread to their business and applications, as Cha-Ching for iPhone is an excellent application.
Constant communication, even if you feel like you have nothing to say, makes everyone feel involved in the process. Don't waste it just saying hello, or talking about the weather, but explain what you're doing and what's happening. Don't wait for the juicy update, give micro-updates. People will always want to know more about what's coming, but a taste of what's happening now will appease them. It doesn't take a lot of effort to send out a weekly email, but its reward is almost 1 000%. So, get on with it.
{{B}}Exercises{{/B}}
填空题 Ⅰ. Match the word with the appropriate meaning.
填空题 commit
填空题 enchant
填空题 update
填空题 carve
填空题 frustration
填空题 forum
判断题 Ⅱ. True or False. 8. The developer of Cha-ching didn't respond in Macheist forum.
判断题 One forum poster, takes a stab at Midnight Apps by the reason of recommending Moneywell given by a forum poster is "developer is committed".
判断题 Communication builds consumer trust and lets the user know their co-existence with your product is valid.
判断题 Cha-Ching has been used on iPhone.
判断题 Constant user feedback will facilitate communication, instead of ruining it.
单选题 Ⅲ. Multiple Choices.Why did Midnight Apps fail?
单选题 Which of the following is true according to the passage?
单选题 The main concept of modem web applications is ______.
单选题 Midnight Apps ______that their stream of non-communication was not worth the productivity time it gave them.
单选题 What can be inferred from this passage?
填空题 Ⅳ.Ⅳ. Answer the questions. 18. Why did Midnight Apps fail to meet their promise of a beta? 19. Which factor do you think is the most important to a successful communication? 20. What are the methods to communicate well through internet?
填空题 Questions 21-30. Read the article below about the importance of communication in business. For each question 21--30, write one word in CAPITAL LETTERS on the answer sheet. One of the most important features in any business is communication. Good communications are required at all stages of the business process. Businesses employ, and are owned and run by, various groups of people. Workers, directors and shareholders are three important groups closely involved {{U}}(21) {{/U}}. a business. Other influential groups include customers, suppliers and the government. Communication takes place {{U}}(22) {{/U}} these groups and the individuals who make{{U}} (23) {{/U}} the groups. Within individual companies internal communications occur at, and between the various levels. Directors communicate {{U}}(24) {{/U}}one another concerning the company's overall strategy. They inform managers of their plans, and the managers then communicate with the other employees. Negotiations are conducted concerning pay and working conditions. Managers communicate decisions and orders and try to improve morale and motivation {{U}}(25) {{/U}}good communication. Employees also communicate with each other, for example over production and wages. External communication occurs when a company's directors or employees communicate with those individuals and groups {{U}}(26) {{/U}} deal with the company. Shareholders receive copies of the company's annual accounts, together{{U}} (27) {{/U}} the reports of the Chairman and Directors. Government departments require statistical and financial information from the company. An advertising agency is consulted{{U}} (28) {{/U}} the company's advertising policies. Customers need to know if goods have not been despatched and suppliers contacted {{U}}(29) {{/U}} their goods have not been delivered. Reliable and effective communication is one of the key elements which leads {{U}}(30) {{/U}} efficient management of a company.