1、剑桥商务英语高级-60 (1)及答案解析(总分：100.00，做题时间：90 分钟)一、READING(总题数：0，分数：0.00)二、PART ONE(总题数：1，分数：8.00) AIts official: the heyday of the DVD is over. Walt Disney CEO Robert A. lger recently implied as much in an analysts call the only studio boss to suggest public that Hollywood can no longer count on a cash co
2、w that has yielded billions in profits. DVD sales slid 6.3% last year. While the economy is likely a factor, its also clear that audiences are bypassing DVDs because they have a range of other options, from watching movies and TV shows online to playing video games. As such, Hollywood executives fac
3、e a conundrum familiar to many CEOs. They have to prop up a product that is losing momentum, buying time while they rethink their entire business model. BNext-generation Blue-ray discs will give the DVD a lift, but studio bosses still are scrambling to shore up sales. lger may believe the DVDs best
4、days are behind it, but he too is trying to goose disc sales. He has been pushing the studio to make more Disney-branded films. Not only are parents more likely to buy Disney DVDs than other movies, but Disney-branded films can be marketed through the companys theme parks, TV channels, and stores. “
5、The Disney brand,“ lger says, “gives us an advantage. “ CAs DVD sales decline, studios are looking for ways to cut costs so they can make more money on each disc. A primary target: the so-called backend deals that give stars and directors a piece of a films revenues. Increasingly, executives are ins
6、isting that a film must break even before the studio will share proceeds. Sony Pictures Entertainment is forging such deals, “we can no longer afford to give away money when we cant be sure what the DVD sales are going to be“, says studio chief Michael Lynton. DRight now, most studios are taking bab
7、y steps. Rather than waiting weeks between the release of the DVD and the online and cable versions of a movie, Warner Bros. and others are releasing a select few simultaneously. The aim is to entice teens and others who arent buying DVDs. There also are moves afoot to let TV viewers download movies
8、 after they have opened in theaters but before they go on sale as DVDS. The idea, says Fox Filmed Entertainment CoChairman James Gianapulos, is to charge a premium some in the industry have said as much as $ 40 for an early viewing of a high-definition flick. EParamount arguably has gone the furthes
9、t: Its premiering movies on the Web. Last year it streamed the comedy Jackass 2.5 on Blockbusters site for free. The 64-minute film attracted 15 million viewers. It generated word of mouth, says Paramount, helping the studio sell the movie through a variety of sites. “You can use the Internet to lau
10、nch a film like you use a movie theater, “says the studios digital czar, Thomas Lesinski ,who plans to produce more low-budget flicks for the Web.（分数：8.00）(1).Studios have found new ways to make more profits without the sales of DVD.（分数：1.00）填空项 1:_(2).Some CEOs are betting on the company brand to p
11、rop up DVD sales.（分数：1.00）填空项 1:_(3).To change the awkward situation of DVDs, it is an effective option for some companies to turn to the net for help.（分数：1.00）填空项 1:_(4).Studio managers are struggling with DVD sales, even if there are some new editions.（分数：1.00）填空项 1:_(5).The present situation of D
12、VD sales is changing the means of profit distribution.（分数：1.00）填空项 1:_(6).DVD sales are great influenced by some other available entertaining choices.（分数：1.00）填空项 1:_(7).Taking advantages of website would probably promote DVD sales.（分数：1.00）填空项 1:_(8).The great decrease of DVD sales has brought many
13、 CEOs a big headache and an alarming warn.（分数：1.00）填空项 1:_三、PART TWO(总题数：1，分数：6.00)The Globe Is IBMs ClassroomWhen 10 IBM management trainees piled into a minibus in the Philippines for a weekend tour last October, the last thing they expected was to wind up local heroes Yet thats what happened in t
14、he tiny village of Carmen. After passing a water well project, they learned the effort had stalled because of engineering mistakes and a lack of money (9) They organized a meeting of the key people involved in the project and volunteered to pay $250 out of their own pockets for additional building m
15、aterials. Two weeks later the well was completed. Locals would no longer have to walk four miles for drinkable water. And the trainees learned a lesson in collaborative problemsolving. “You motivate people to take the extra step, you created a shared vision, you divide the labor, and the impact can
16、be big“, says Erwin van Overbeek, 40, who runs environmental sustainability projects for IBM clients.While saving a village well wasnt part of the group agenda for that trip, its the kind of experience the architects of IBMs Corporate Service Corps had in mind when they launched the initiative last
17、year. Modeled on the U. S. Peace Corps, the program aims to turn IBM employees into global citizens (10) Those people were then trained and dispatched to emerging markets for a month in groups of 8 to 10 to help solve economic and social problems. The goal, says IBMs human resources chief, is to hel
18、p future leaders “understand how the world works, show them how to network, and show them how to work collaboratively with people who are far away.“Like most corporations, IBM trains managers in classrooms, so this represents a dramatic departure. while other companies encourage employees to volunte
19、er for social service, IBM is the first to use such programs for management training, says Rosabeth Moss Kanter, a professor at Harvard Business School. “This is a big innovation. This kind of active service is a good way to train managers.“ (11) This year some 500 people will participate, and the l
20、ist of countries will expand from five to nine, including Brazil, India, Malaysia, and South Africa. The teams spend three months before going overseas reading about their host countries, studying the problems theyre assigned to work on, and getting to know their teammates via teleconferences and so
21、cial networking Websites. On location, they work with local governments, universities, and business groups (12) Participating in the program is not without its risks. Charlie Ung, a new-media producer from IBM Canada, got malaria while working in Ghana and spent a week in the hospital (13) IBM plann
22、ers deliberately choose out-of-the-way places and bunk the teams in guest houses that lack such amenities as Western food and CNN. “We want them to have a transformative experience, so theyre shaken up and walk away feeling theyre better equipped to confront the 21st century. “says Kevin Thompson, t
23、he IBMer who conceived of the CSC program and now manages it.IBM concedes that one month overseas is a short stint, but it believes participants can pick up valuable lessons. Debbie Maconnel, a 45-year-old IT project manager in Lexington, Ky., says the trip prompted her to change her management styl
24、e (14) She used to give assignments to the overseas employees and then leave them on their own. Now she spends more time trying to build a global team. AThe program is growing rapidly. BIt has set up a Peace Corps-like program that aims to turn top management prospects into global players. CThe IBMe
25、rs decided to do something about it. DIt was coordinated with activities of 13 people in the U. S. and 12 in India, Mexico, and China. EAnything there would be done from upgrading technology for a government agency to improving public water quality. FOther participants report encounters with wild do
26、gs in Romania. GLast year, IBM selected 300 top management prospects out of 5400 applicants. HYet thats what happened in the tiny village of Carmen.（分数：6.00）填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_四、PART THREE(总题数：1，分数：6.00)Online AdsAfter a decade of experimentation, companies have yet to find a
27、reliable way to burnish their brands online. Research shows barely more than 1 in 1000 people click on banner ads. Whats more, they rarely hang around long enough to absorb a brand message. Former Madison Avenue hotshot Matt Freeman aims to change all that. Freemans company, Betawave, is developing
28、ways to boost visitor “engagement“ and plans to charge advertisers not just by each click or view but also by peoples attentiveness. The concept is untested, but it has generated excitement. Several venture capital shops in December put $ 22.5 million into Betawave. “Matts ahead of the curve,“ says
29、Sean Finnegan, chief digital officer at Starcom Media Vest, which buys ads for Coca-Cola, Procter & Gamble, Nintendo, and others.Mad Ave was shocked when Freeman quit as Tribal DDB Wordwides boss in June to run a small company called GoFish. Tribal is widely considered to be one of the most successf
30、ul creators of online ads anywhere. GoFish, on the other hand, sold ads on a handful of lesser kids sites, such as Mini-clip, which hosts online video games, and Cartoon Doll Emporium, where kids play dress-up with avatars. Yes, GoFish, known in the industry as an ad network, had a good reputation a
31、mong advertisers looking for a cheaper alternative to sites run by Disney and Nickelodeon. But it was in debt, its stock traded over the counter, and it was losing millions a year.Freeman, who has since renamed the company Betawave, says he took the job because he saw unrealized potential. “GoFish w
32、as a tiara in the toilet. “he says, noting that the sites Betawave represents share a valuable audience: kids aged 6 to 17 and their rooms. The 25 million people who stop by Betawave sites each month spend an average of 15 minutes per visit vs. nine at Facebook, according to industry tracker Comscor
33、e. That “stickiness“ has prompted Dellogg, Hasbro, Nintendo, and others to buy ads.Still, Freeman knows companies want more evidence to prove that their ads are working. “ Advertisers always say, why am I paying for reach when what I want is peoples attention?“ Thats why he aims to charge not only f
34、or clicks on ads but also for how long people spend on a page and for how much they interact with the brand on a deeper level.To make that happen, Freeman is borrowing from television, which has been shoring up its prospects with “band integrations“advertisers can veave their products and messages i
35、nto the shows themselves. In midFebruary, Freeman launched something called Betawave TV. Essentially an online video player, the links of which can be found on many sites, it provides a distribution platform through which clients can integrate their messages into original shows.For the first such ex
36、periment, Freeman has enlisted Raven Symone. The Disney twin star will appear in a video and provide style tips that likely will include nods to certain products. Viewers will be directed to WeeWorld, where they will be able to conduct a makeover on a Symone avatar. Freeman plans to charge sponsors
37、a production fee to set up sites like the Symone makeover game. Advertisers also would pay based on the number of people who log in, the number of games played, or a combination of the two.Betawaves success depends on whether visitors are drawn into the branded games and other content or simply watc
38、h what they want and move on. But for now, at least, Freeman has the advertising worlds attention.（分数：6.00）(1).From the first paragraph, we could learn that Freemans aim is（分数：1.00）A.to develop new ads for his new company.B.to produce and sell online ads to other companies.C.to charge advertisers fo
39、r consumer engagement.D.to attract more people to invest money in his company.(2).What did Freeman do to confuse Madison Avenue greatly?（分数：1.00）A.He developed new ads for a great number of famous companies.B.He attracted a lot more peoples attention on online ads.C.He charges advertisers not only b
40、y click or view on ads on the website.D.He quit as a boss in a promising company and opened a small company himself.(3).The websites Betaware represents mainly draw attentions of（分数：1.00）A.parents of kids aged 6 to 17.B.a valuable audience to stop by Betaware sites every week.C.25 million people who
41、 would check on Betaware sites monthly.D.25 million kids aged 6 to 17 and their morns to spend nine minutes at Facebook.(4).Why Freeman charge not only for clicks on ads but also peoples attentiveness?（分数：1.00）A.Companies are eager to see the effect of their ads directly.B.Companies want to reduce t
42、he cost on the online ads.C.He knows how to deal with advertisers questions.D.He plans to attract more peoples attention on his website.(5).According to paragraph five, what does Freeman do to carry out his plan?（分数：1.00）A.He renamed his company Betawave.B.He set up something of his own company usin
43、g TV as a media.C.He enlisted GoFish for his first experiment.D.He created a distribution platform for clients to check out their ads.(6).What can you infer from the whole passage?（分数：1.00）A.Betawave is considered to be the most successful ads company.B.We will probably see some popular stars in the
44、 videos made by Betawave.C.Betawaves success depends on how many people attention and clicks are drawn in online ads.D.Freeman plans to charge sponsors to set up sites like Betawaves.五、PART FOUR(总题数：1，分数：10.00)Matching Prices to Demandin Real TimeCan an ice cream shop charge more for a cone on a hot
45、 day? Should a parking space get (21) as the garage fills up?Boston Consulting Group senior adviser George Stalk believes business canand shouldcharge according to (22) The idea builds on a longtime strategy most (23) the airline industry, called yield management, in which carriers (24) prices as pl
46、anes fill up. The consultant, who in the late 1980s coined the term“ time-based competition“, the notion that (25) is a strategic weapon, thinks far more companies could take similar steps to match prices to real-time customer demand. Such moves are especially (26) following a year when oil and comm
47、odities prices swung wildly, he notes, “companies couldnt change prices as fast as they needed to. “Stalk says existing technologies such as radio-frequency identification, GPS, and wireless networks could someday make what he calls dynamic pricing a reality. He points to Ohio auto insurer Progressi
48、ve, which is expanding its MyRate program that offers discounts in return (27) demonstrably safe driving habits. Customers who (28) to the program can plug a device into their cars diagnostic ports, often situated beneath the steering wheel. The devices then wirelessly (29) data to Progressive on how many miles customers travel, how fast they drive, and other factors. Progressive uses the information to offer policyholders discounts every six months for safe behaviour and, in states where its allowed by laws, to tack (30) surcharges for risky driving.（分数：10.00）A.cheapB.expens
