1、剑桥商务英语高级-34 及答案解析(总分：100.00，做题时间：90 分钟)一、BREADING/B(总题数：1，分数：8.00)PART ONE Look at the statements below and at the five extracts on the opposite page from an article giving advice to people setting up a business. Which extract (A, B, C, D or E) does each statement (1-8) refer to? For each statement
2、(1-8), mark one letter (A, B, C, D or E) on your Answer Sheet. You will need to use some of these letters more than once.ASo you think youre an entrepreneur, and you want to start up a company. First, be sure youre really an entrepreneur, and not an inventor. Inventors come up with ideas, entreprene
3、urs make a business out of them: its important to know where your abilities lie, as inventors can fail miserably at running a business. Also, you need to be confident that you can adapt your management style to meet new demands if your company is a success. Leading the management team of a growing b
4、usiness is very different from leading a newly founded company.BIf your company proves successful, it will probably change out of all recognition, and may seem to possess a life of its own, with institutional shareholders, regulators and employees to consider as well as customers and bank managers.
5、That is the time to consider how far the aspirations of the business you founded still mirror your own. If they have diverged widely, and you feel you have built just the sort of business that you perhaps tried to escape from in the first place, it may be time to leave.CBringing an idea to life requ
6、ires an organisation. If you are going into business with your friends, make sure you treat them as professionally as you would your arms-length business partners, because the odds are that youll fall out with them. It may not seem important at the start, but it will strengthen the company if you en
7、sure that its constitution documents are designed with your specific business and circumstances in mind, and that they clearly establish what will happen in the event of a withdrawal from the business by one of the founding shareholders.DThink carefully about the capital structure of the business. Y
8、ou could be storing up a problem for the company in the future - for example, by allocating shares to founders in a way that could lead to a stand-off if they refuse to see eye to eye on key issues. Similarly, when you eventually recruit new senior team members, think carefully about what to offer t
9、hem. Dont give away share options too early. As a rule of thumb, cash is sufficient reward for knowledge and skill. Keep equity up your sleeve for rewarding commitment.EAs your business grows, you need to keep the right balance between management control and entrepreneurial spirit. Too much control,
10、 and the business will ultimately cease to grow. Too little, and growth could be unsustalnable. Youll need to employ managers, but remember that their job is to build the infrastructure to underpin a business that until now may have run on the basis of your salesmanship and excitement. The risk is t
11、o bring in managers who are too much like you, without the necessary experience of nursing a newly founded business through its evolution.（分数：8.00）(1).You should plan ahead in case a founder of the company chooses to leave it.（分数：1.00）填空项 1:_(2).A company which is expanding today may not always cont
12、inue to do so.（分数：1.00）填空项 1:_(3).The distribution of equity among the founders can affect the smooth running of the business.（分数：1.00）填空项 1:_(4).Your function in the organisation is different from that of the other managers.（分数：1.00）填空项 1:_(5).Your method of running the business will have to be mod
13、ified as your company develops.（分数：1.00）填空项 1:_(6).Your business may evolve into a form that you are not satisfied with.（分数：1.00）填空项 1:_(7).Delay offering employees a financial stake in the company.（分数：1.00）填空项 1:_(8).You need to identify your personal strengths and weaknesses.（分数：1.00）填空项 1:_二、BPAR
14、T TWO/B(总题数：1，分数：6.00) Read this text taken from an article about marketing. Choose the best sentence from the opposite page to fill each of the gaps. For each gap (9-14), mark one letter (A-H) on your Answer Sheet. Do not use any letter more than once.B How effective is your marketing?/BGone are th
15、e days when companies had departments full of staff whose role nobody understood. Today we are all accountable and have to be able to demonstrate the value of our contribution to our businesses. And rightly so. But when it comes to marketing, what is effectiveness, how do you measure it, and why is
16、its measurement so important?Businesses are starting to recognise the key marketing questions. Are we providing the right products for the right people at the right price? Are our brands better than those of our competitors? U(9) /U Thats because marketing is not the fluffy stuff that can be axed wh
17、en the going gets tough - it is the essence of business. So if marketing is important, it follows that it pays to know if yours is working.The first stage in the process is understanding your current position. How successful is your brand today? What is your market share? You should equip yourself w
18、ith some sound facts and figures on which to base your conclusions. U(10) /U It could be simply to boost sales. You may want to reinforce your leadership in a market or trounce a competitive brand. Influencing future profitability, possibly by building a short-term brand share, may be a priority. A
19、clear objective is essential.But how do you know if your marketing is achieving your goals? U(11) /U Their success is not just related to how many boxes leave the factory. Effectiveness may not be tangible. It may be financial, it may not. The brand is an intangible asset, but it is now seen as an i
20、mportant one. Quantifying the value of an intangible asset is a difficult, but not impossible, task.It is also necessary to evaluate both long-term effectiveness and the short-term outcomes of any campaign. U(12) /U But the care of a brand is a marathon, not a sprint, and it is important not to lose
21、 sight of the long-term consequences.Choosing the right measurement tools to evaluate a campaign is another important issue. U(13) /U The accuracy they thus ensure should be consistent over time and correspond to the wider objectives of the business. Ultimately, marketing must deliver profit.The ess
22、ential debate should no longer be about the importance of marketing, but what we should do to measure its effectiveness, and what measures will ensure survival. U(14) /U But to others it is likely to be a controversial issue - and one which can produce responses leading to widely different direction
23、s for their enterprises.A Having done that, next comes establishing what it is that marketing activities should be achieving.B Because of this, you may want to generate return on investment, perhaps by raising the quality of your brand.C This shift in focus will be taken as read by the most successf
24、ul businesses.D Addressing such issues should mean that profits take care of themselves.E Concerning the latter, it may be tempting to be seduced by efforts that yield quick results and satisfy investor pressure for immediate returns.F These should be precise and based on empirical data.G Good strat
25、egies are not necessarily linked to production or sales figures.H Today we are all accountable and have to be able to demonstrate the value of our contribution to our businesses.（分数：6.00）(1).（分数：1.00）填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_三、BPART THREE/B(总题数：1，分数：6.00) Read the following article
26、about recruitment in the UK and the questions on the opposite page. For each question (15-20), mark one letter (A, B, C or D) on your Answer Sheet.graduate recruitment has a growing role. But companies need to know whether their recruitment staff who interview candidates for jobs really know what th
27、eyre doing.Carl Gilleard, chief executive of the Association of Graduate Recruiters (AGR), acknowledges that in a perfect world, the people who recruit graduates would have been in the role for some time building up workplace knowledge. He says the reality is that the high turnover of graduate recru
28、itment managers in most blue chips means there is little continuity in how companies operate. Theres the difficulty in maintaining important contact with university careers departments, for example, he explains. You need a depth of understanding to appreciate where the company is coming from and how
29、 its progressing.We can identify two specialisms within the recruiters role. Those that work on the recruitment and selection side need traditional human resources (HR) skills such as good interviewing technique, observation, common sense, objectivity, patience and listening skills. But increasingly
30、 there are those who take a strategic view and look more widely at how their company is represented in the marketplace. Its a clear advantage if you can identify with your target audience.Many young members of middle management are seconded into HR for a year because their firms feel they can identi
31、fy with job-seeking graduates. Yet in an industry that has been revolutionised by the internet, privatised career services and rocketing numbers in higher education, it is questionable how relevant these managers experiences are. Some high-fliers see a secondment to HR as a sideways move; a firms HR
32、 function might not carry the same kudos as, say, the finance department, although obviously the recruitment and retention of staff is of crucial importance.Georgia de Saram, specialising in graduate recruitment at a law firm, is one of a new breed of young dynamic recruiters who see HR as their voc
33、ation rather than a transitory career move. I was attracted to the profession because I enjoy working with people and its an obvious follow-on from my anthropology degree, she says. In this capacity, you get to know people and they know you even though they might not know other people in the firm. A
34、s a recruiter, she sees herself as the interface between graduates and the firm thats looking to attract them? Its such a tug of war between law firms for the best trainees - often theyll turn you down in favour of an offer theyve received from elsewhere. You need to be good at marketing your firm,
35、to know what interests graduates and how you can reach potential employees, whether thats through virtual law fairs or magazines.A recent AGR survey suggests that the sectors in which there is less turnover of graduate recruitment managers are more successful in recruiting the graduates they want. T
36、he legal sectors sophisticated understanding of the market, for example, means they manage to recruit exactly the right number of trainees despite intense competition and thousands of applications. The people recruiting seem to build up a specialism and then pass on their knowledge and expertise to
37、those new to the graduate recruitment sector.Jackie Alexander, an HR partner at PricewaterhouseCoopers, feels that HR professionals are finally reaching board level and receiving the sort of acknowledgement they deserve. They are judged by the value they add to the business, she says, and, as a prof
38、essional services firm, the right people are our biggest asset. As Georgia de Saram points out: From our companys point of v. iew, if I cant establish a rapport with a candidate and bring out their best, it might not be just their future but also ours that is at stake.（分数：6.00）(1).According to Carl
39、Gilleard, many recruiters lack（分数：1.00）A.detailed knowledge of their sector.B.appropriate academic qualifications.C.understanding of graduates expectations.D.experience of the companies they work for.(2).What change in the recruitment process is mentioned in the third paragraph?（分数：1.00）A.Recruitmen
40、t staff are re-training.B.Broader approaches are being adopted.C.Traditional abilities are being given less value.D.Different interview processes are being used.(3).On what grounds are certain managers seconded to HR departments?（分数：1.00）A.It is believed that they will relate to potential recruits.B
41、.It is thought that they will benefit most from new developments.C.It is assumed that they will be able to apply specialised knowledge.D.It is expected that they will take advantage of new promotion opportunities.(4).Which of the following areas does Georgia de Saram mention as an aspect of her work
42、?（分数：1.00）A.representing her company effectively to its recruitsB.increasing recruitment numbers at her companyC.encouraging a wide range of company recruitsD.influencing her companys recruitment policy(5).What was revealed about law firms in a survey?（分数：1.00）A.They are competing more effectively t
43、han before against other sectors.B.They prefer to retain trainees for extended periods wherever possible.C.They have managed to employ particularly knowledgeable HR staff.D.They appeal to those HR managers who are keen for promotion.(6).What point is made about recruitment in the final paragraph?（分数
44、：1.00）A.New levels of qualification are being developed for it.B.It is now being perceived as key to increased profitability.C.Higher numbers of managers are being attracted to it.D.It is becoming central to a businesss survival. PART FOUR四、BPART FOUR/B(总题数：1，分数：10.00) Read the article below about j
45、ob satisfaction. Choose the correct word to fill each gap from A, B, C or D on the opposite page. For each question (21-30), mark one letter (A, B, C or D) on your Answer Sheet.B How important is job satisfaction?/BAt its most basic, a job is just a collection of tasks and duties. An employees enjoy
46、ment of his or her job will thus U(21) /U depend upon whether or not he or she is happy with the particular mix of tasks and duties U(22) /U to that position. Naturally, each and every member of staff is different - some employees want to do easy, U(23) /U tasks without any responsibilities at all,
47、whilst others prefer challenging, varied ones and are pleased to accept any additional responsibilities offered to them. Of course, with a job there are more U(24) /U in play than this: work conditions, pay, working relations and future prospects are U(25) /U too. Nevertheless, tasks and duties are
48、the central feature, and should therefore be considered as a separate U(26) /U in themselves.So, how important is an employees enjoyment of his or her individual U(27) /U of tasks and duties? Most business owners and managers would U(28) /U that it is very significant indeed. If a member of staff considers his or her tasks and duties to be too easy or unchallenging or, in contrast, too diverse or irksome, then he or she will feel dissatisfie
