1、BEC 剑桥商务英语(高级)4 及答案解析(总分：19.96，做题时间：149 分钟)一、SECTION 1 (Question(总题数：1，分数：1.00)A Innovation is the key to continued prosperity. Although the United states is experiencing a lengthy economic boom, its capacity for innovation per capita is losing ground. Ranking first in 1995 in innovation among 17 co
2、untries, the United States is projected to drop to fifth place by 2002 if present trends continue, according to the Organization of Economic Cooperation and Development(OECD). To compete effectively in international markets, nations as well as organizations must make innovation a priority. B The goa
3、l is for your organization to change the rules, structure, and speed of its industry so that your competitors are thrown into chaos. Because your organization initiated the change, it more than likely understands the new rules and structure introduced into the marketplace as it copes with changes in
4、 speed. Temporarily at least, your organization will be ahead of the competition. This technique has been used by the military since ancient times. The idea is to confuse the enemy. While the opponent is digging out of the confusion, the organization in the offensive position seizes the dominant pos
5、ition. C One contemporary technique that changes the marketplace rules, structure, and speed is innovationall organizations trump card. When the microchip was invented, Intel was able to gain power over the competition because it capitalized on an innovation. Microsoft innovated the concept of a dom
6、inant operating system in personal computers. By capitalizing on innovations, these companies were able to become leaders in their industries while their competitors were temporarily in chaos trying to find their way out. If an organization is offering the same products and services in the same way
7、that it did three years ago, its on its way to obsolescence or may already be obsolete. Lets answer three questions about innovation. D What is innovation? Innovation is the tangible result of creativitythe process that produces one or more innovations. Creativity is difficult to measure, but innova
8、tion is a product or service that is easily defined and measured. Why is innovation necessary? It is needed for survival and sustainability. Competition is stiff in the global market place that organizations not nurturing innovation will soon find themselves unable to respond to changing customer de
9、mands. Conversely, those organizations that make innovation a priority can dominate their industries and experience positive growth. Organizations in the 21st century must foster innovation. E How can an organization achieve a high degree of innovation? Innovation does not happen by itself. It must
10、be intentionally cultivated. Great leaders realize this and work to develop all organizations friendly to innovative endeavors. This effort involves allocating a budget adequate for innovative activities, establishing a physical environment that promotes creativity, eliminating creativity inhibitors
11、, recruiting creative people, grasping the big picture, involving the whole person, promoting new thinking, training experientially, and nurturing autonomy. 0. Innovation plays a very important role in competing in international markets. (A) （分数：0.96）(1).By capitalizing on innovations, many companie
12、s were able to become leaders in their industries.（分数：0.12）A.B.C.D.(2).Innovation ability in the United States used to be the top in the world.（分数：0.12）A.B.C.D.(3).Innovation is different from creativity in that the former can be easily defined and measured.（分数：0.12）A.B.C.D.E.F.G.H.(4).The organizat
13、ion which initiated the innovation is more likely to cope with it freely.（分数：0.12）A.B.C.D.(5).Creativity inhibitors must be removed if necessary.（分数：0.12）A.B.C.D.E.(6).There is similarity between competition in international markets and the military situation in wars.（分数：0.12）A.B.C.D.(7).Innovation
14、can not happen of its own volition.（分数：0.12）A.B.C.D.E.(8).Innovation is a kind of contemporary technique that can change the rules, structure, and speed in marketplace.（分数：0.12）A.B.C.D.二、SECTION 2 (Question(总题数：1，分数：1.00)Advertising in the United States is successful under the following circumstance
15、s: first, when it creates a favorable company image; second, when it relies on scientific research for an accurate evaluation of trends, fashions, needs, attitudes, and motivation; third, systematically applies the findings of research in solving its problems; (0) . (9). In the competitive world of
16、American business, a positive company image is essential to a companys survival and growth. Any adverse publicity could destroy the image, thereby causing a “recession“ in the companys ability to sell its product, keep the value of its stocks high, and maintain a healthy state of company morale. Fur
17、thermore, the self-images projected to the consumer are one of the essential techniques for pulling people into the commercial, of getting them involved with the situation and consequently with the product. (10). The composite American, as projected in TV and radio commercials, might be pieced toget
18、her somewhat as follows: always eating, troubled with insomnia, constantly worried, extremely clean, fond of fun and luxury, wholesome, highly individualistic, looking for the easiest and quickest way of doing everything, and searching for realityeven if its only a real cigarette. Successful adverti
19、sing appeals more to emotion than to reason. Research shows that data from surveys may be inaccurate because people frequently do not give reasoned answers to questions, but answers that convey a good impression to the researcher. (11). Reasoning power is called into play only when people have to gi
20、ve themselves a solid excuse for buying something that appeals to them emotionally. Since a major part of advertising is aimed at the emotions, there is some concern that through exploitation of the emotions by advertisers, Americans will become less rational and less independent in their ability to
21、 make decisions. However, recent research indicates that peoples ability to reason is not adversely affected by advertising because too few advertising messages really get through to them. (12). If a companys drive for successful advertising disregards ethical practices, the public must rely on vari
22、ous agencies to discipline the offender with the threat of damaging its image. On the other hand, advertisers have found it advantageous to enrich our leisure hours by providing great entertainment, often unavailable otherwise. (13) What does it mean? It means that we associate the brand name, the t
23、rademark, or the slogan with the entertainment. It means that the company has won our favor and that, in all probability, we will buy that companys products and/or invest in its stocks. (14). Therefore, every step in the advertising process is aimed at stimulating Americans to work harder, to train
24、longer, and to earn more in order to acquire a generous share of the material conveniences and luxuries that the giants of industry have been able to produce. A. Effective advertising is a powerful image-builder. B. As a result of all this image-making activity, the advertiser arrives at a composite
25、 of all the images projected, a national image with which the majority of consumers can identify. C. People watch the commercial and listen to the sales message, but often pay little attention to what is going. D. People always pay little attention to commercials, because they are so money-oriented.
26、 E. We hum the tunes, recount the tales, and laugh at the comic situations brought to us by the advertiser. F. It was the motivation analysts who found that companies must sell emotional security first and foremost. G. Fourth, avoids exposing the sponsor to charges of unethical practices. H. Ultimat
27、ely, the American dream of everlasting affluence depends for its fulfillment on the advertisers continued success in keeping people amused, dissatisfied with what they already have, and eager for more and more and still more of the good things. EXAMPLE：The correct answer for blank (0) is G. （分数：1.02
28、）A.B.C.D.A.B.C.D.A.B.C.D.E.F.A.B.C.D.A.B.C.D.E.A.B.C.D.E.F.G.H.I.三、SECTION 3 (Question(总题数：1，分数：1.00)It has been said that management is a science and that leadership is an art. Management is comprised of concrete, measurable skills: planning, organizing, directing, and controlling. Thumb through an
29、y management textbook and youll see specific models, formulas, procedures, or techniques for monitoring and controlling performance output. Controlling productivity through adherence to standards is the stock-in-trade of the effective manager. Its not always an easy task, and talented managers shoul
30、d be given the credit they deserve in helping their organizations succeed. No organization can survive for very long, let alone earn any sort of substantial profits, without sound management. But management alone is not enough in todays marketplace. It is the right balance, a combination of efficien
31、t management and leadership that every organization is seeking. Just what is the new model of leadership for the 21st century? It revolves around five abstract qualities. Managers may possess some or all of these abilities to one degree or another, but these skills are distinct from the particular q
32、ualities that define management. To better understand how leadership and management differ, lets review the five leadership competencies. Self-mastery is the foundation upon which a leaders credibility is built and from which a leaders image will evolve. Self-mastery involves awareness, acknowledgme
33、nt, and acceptance. Its about discovering the qualities that make you special and unique. Its about your own talents and abilities-your personal areas of excellence. Effective leaders create opportunities to showcase their natural abilities. They uncover their potential talents by continually stretc
34、hing themselves and pushing themselves to their limits. At the same time, however, the successful leader acknowledges his or her limitations. To achieve true self-mastery you must accept yourself, including your faults, totally and unconditionally. Vision is in many ways the heart and soul of leader
35、ship. While the manager must deal with issues and produce results on a day-to-day basis, a leader must focus on both the present and the future. The managers concern is today the leader has a vision for tomorrow. But simply having a vision is not enough) you must make others believe in it, too. Put
36、your plans for the future before the eyes and ears of the people around you. When other people begin to buy into your vision and make it their own, good things start to happenand happen quickly. Leaders turn their vision into reality by constantly letting others know whats in it for them. “Personal
37、power“ is the ability to influence and persuade others. It is not to be confused with “position power“. Position power is embedded in hierarchical, organizational structure. Personal power is earned. You do not necessarily need to have direct authority over others to display personal power. In fact,
38、 in the most successful companies, leadership exists at all levels. Develop personal power by being dependable, following through on commitments, and demonstrating concern for the welfare of others. People will recognize your personal power and look to you for direction. Empowerment completes the se
39、t of leadership skills. Although it has become a buzz word in the 90s, leaders have been aware of the concept of empowerment throughout the ages. Empowerment is the process by which a leader enables other individuals to successfully complete a certain job or task. It is a technique that allows you t
40、o delegate responsibility for tasks throughout your organization, even at the lowest levels. As a leader, it is in your interest to nurture and develop individuals who will one day take your place, so make empowerment a top priority. Empowerment involves three critical ingredients: skills, confidenc
41、e, and authority. Evaluate your followers skills and provide training to improve or enhance their abilities. Instill confidence in others and raise their self-esteem by maintaining face-to-face contact and offering praise for a job well done. Furthermore, bestow authority onto other people, giving t
42、hem the right to exercise their best personal judgment. True leaders are always willing to give credit to others and accept responsibility for failure, while simultaneously supporting, encouraging, and empowering their followers. If you do so, you will develop an unshakable trust bond with others in
43、 your organization, establishing your own credibility while ensuring results. No one can deny the importance of good management in a successful organization. But good management alone is no longer enough. Recognizing the difference between management and leadership, and striking the correct balance
44、between the two, will provide substantial dividends in the long run. Management will get you through today; leadership will ensure a better tomorrow. （分数：1.02）(1).The passage is mainly about_.（分数：0.17）A.management skillsB.leadership principlesC.the qualities that define managementD.the distinction b
45、etween management and leadership(2).What is the most significant factor of leadership according to the passage?（分数：0.17）A.Personal Power.B.Self-mastery.C.Vision.D.Empowerment.(3).In the first paragraph, “stock-in-trade“ means_.（分数：0.17）A.qualityB.usual tacticsC.credibilityD.responsibility(4).Accordi
46、ng to the four leadership competencies, which of the following is not the skill of a leader?（分数：0.17）A.Dealing with daily issues and producing results.B.Recognizing the talents of others and giving them the knowledge and the tools they need to succeed.C.Nurturing and developing successors.D.Making m
47、acro-plans and ensuring results.(5).In the sixth paragraph, when talking about empowerment, the writer means that（分数：0.17）A.it is the most significant element in a hierarchical organization.B.confidence in oneself contributes a lot to ones business experience.C.leaders should encourage competent sub
48、ordinates to enhance their confidence and power.D.a good leader is good at controlling so as to establish his credit in the organization.(6).From this passage, we learn that_.（分数：0.17）A.leadership is more important than managementB.a good manager must have leadership competenciesC.leading and managi
49、ng involve distinctly different sets of skillsD.people with exceptional leadership qualities are usually undeveloped四、SECTION 4 (Question(总题数：1，分数：1.00)TRAINING ACROSS CULTURES Cultural differences are an important factor when it comes to how and what managers should learn and from whom. Different cultural responses (0) management education are particularly revealing. Training (31) makes extensive use of case studies, business games, and management exercises such as role-plays, favors learning by doing rather than learning by le
