1、剑桥商务英语中级-114 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：7.00)A The dawning era of micromarketing holds great promise for consumer marketers and the U. S. economy. By adding hugely to the overall supply of advertising time and space, the increase of new communications chan
2、nels can be expected to control ad-ate inflation. Figuring out the right way to send the right message to the right person at the right time is difficult, but important.B The surprisingly impressive recent results of P&G suggest that targeting might also be a benefit to corporate productivity. In 20
3、03, P&G spent $4.4 billion, or 10.1% of sales, on advertising. In 1998, the last time its spending reached 10%, unit sales volume rose by nearly 4%. Today, P&G unit growth rate is running closer to 9%. “They are spending about the same money and getting three times the lift.“C At the same time, the
4、fading of the age of mass marketing poses a threat to the traditional mass media and their heavily ad-dependent business models: To date, network TV and its mass brothers have held tight to the lions share of advertising, despite their decreasing audiences. Even as prime-time ratings fell by 41.5% f
5、rom 1977 to 2003, network TVs advertising revenues rose nearly fivefold, why keep paying more for less? For a marketer looking to build brand awareness or to convey a simple, timely message to a big swath of the country, there is no effective substitute for mass media, particularly TV.D Mass medias
6、share of advertising is declining now as marketers boost spending on more targetable, narrowcast media. A recent study by a Wall Street firm predicts that the ad revenues of narrowcast media will grow at 13.5% a year from 2003 to 2010, while the mass media putter along at 3.5%well below the projecte
7、d 5.7% gain in gross domestic product, By 2010, as it is predicted, marketers will spend more for advertising on cable ($27 billion) and the Internet ($22.5 billion) than on network TV ($19.1 billion) or on magazines ($17.4 billion).（分数：7.00）(1).Although mass media are losing audiences, they still h
8、ave the biggest market share of advertising.（分数：1.00）填空项 1:_(2).At present, a business model depending greatly on ads is facing challenge.（分数：1.00）填空项 1:_(3).In the year of 2000, P&G spent less than 10% of sales on advertising.（分数：1.00）填空项 1:_(4).Enterprises have more choices when deciding where to
9、broadcast ads.（分数：1.00）填空项 1:_(5).Nowadays, fewer people sit before televisions and enjoy TV programmes.（分数：1.00）填空项 1:_(6).Targetable channels of ads can be favourable to productivity.（分数：1.00）填空项 1:_(7).It is believed that in the future companies will spend more advertising fees on Internet.（分数：1.
10、00）填空项 1:_三、PART TWO(总题数：1，分数：5.00)What is Franchising?Franchising is one of three business strategies a company may use in capturing market share. The others are company owned units or a combination of company owned and franchised units.Franchising is a business strategy for getting and keeping cus
11、tomers. It is a marketing system for creating an image in the minds of current and future customers about how the companys products and services can help them. (8) .Franchising is a network of interdependent business relationships that allows a number of people to share: a brand identification, a su
12、ccessful method of doing business, a proven marketing and distribution system. In short, franchising is a strategic alliance between groups of people who have specific relationships and responsbilities with a common goal to dominate markets, i.e., to get and keep more customers than their competitor
13、s.Other franchisees and company operated units are not your competition. (9) .They and you share the task of establishing the brand as the dominant brand in all markets entered and reinforcing the customers familiarity with and trust in the brand. (10) .Other franchisees share with you the responsib
14、ility for quality, consistency, convenience, and other factors that define your franchise and insure repeat business for everyone. Increasing the value of the brand name is a shared responsibility of the franchisor and franchisee.A company franchises because it wants to quickly and in great numbers
15、replicate its successful company operations without significantly increasing its debt. (11) .In franchising, the operating system becomes identified with the brand or trade name that you license as a franchisee. Each franchise system uses precise methods to provide service and satisfy the customers.
16、 (12) .Because customers dont like surprises, this consistency in operations, unit to unit, builds customer loyalty to the brand.Franchising is successful because we are people of habit and are brand-driven when we purchase goods and services. We trust brands that we see everywhere, every day. We te
17、nd to be loyal to a product or servicedelivered to us the same way all the time. ASo in this respect you are working as a team with others in the system. BBy documenting these practices, the franchisor institutionalises the buying experience. CBecause it has been successful in teaching its own emplo
18、yees to operate the business, the company believes it can repeat the same success by teaching others to do it. DIt is a method for distributing products and services that satisfy customer needs EWith the help of them, franchisors can easily enjoy the convenience brought by franchising. FOn the contr
19、ary, both of you are partners under the same system. GThe others are company owned units or a combination of company owned and franchised units.（分数：5.00）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)There Are No ProductsOnly ServicesTake a step beyond “total quality“ and “customer sa
20、tisfaction“. Theres a new view of the relationship between suppliers and customers. The idea, as put by Rosabeth Moss Katner of the Harvard Business School: Think of every product you buy or sell as a service. In other words, look at what it does not what it is.That way, selling a product becomes on
21、ly one of your opportunities to do something for your customers. Many companies are now offering additional services, particularly after-sales services, to increase the value of their products. This practice, often referred to as “bundling, “is an effective way to keep in contact with customers. Loo
22、k at Toyotas Lexus. Thanks to a partnership with IBM, Lexus tracks every car on a national computeryour sedans complete maintenance history is available to every dealer from Miami to Seattle. Why? Because Lexus doesnt want its relationship with you to end at the showroom door.At packaging Corp. of A
23、merica, employees say they offer packaging solutions, not just packaging. Monte Hayman, a CEO, says: “It used to be that we made a product and looked for people to buy it. Then we started doing research to learn what the market wanted, and developed product for that. Today were working with individu
24、al customers.“Then theres unbundling, When you want to offer more products and services, but it isnt within your means to produce them yourself, you might decide to contract out stuff that you would never have let out of your sight before. IBM no longer handles its own warehousing. Two years ago it
25、junked 21 parts warehouses in favour of half-a-dozen outside vendors.Commodore Business Machines goes further: In November it unbundled virtually all of its after-sales services for consumer products. Its partner is a new division of Federal Express called Business Logistics Services, Fed Ex mans a
26、24-hour help line for Commodore. If your computer needs to go to the shop, Fed Ex will pick it up the morning after you call, drop off a replacement, and often do the repairs at its Memphis hub. Customers never know theyre dealing with Fed Ex employees, except for the delivery man. After a six-month
27、 trial, says Jim Reeder, Commodores vice president for customer satisfaction, his company is offering better service at half the previous cost.This kind of collaboration is replacing competition in relationships with suppliers. Experts at the Cresap consulting firm call it “supplier integration“. It
28、 elevates outsourcing from a mere cost-cutting measure to the level of strategy. The new goal is a win-win alliance, where suppliers get the security of a long-term relationship and customers get more say over their upstream processes.Companies that think of the products,they buy and sell as service
29、s can also discover new ways to market existing products. as Xerox did when it redefined its copier machine business as document processing. They study such questions as whether to share a single system to track purchase orders. There is a new slogan: “Suppliers and customersone system, not two syst
30、ems./（分数：6.00）(1).What is the new view of the relationship between suppliers and customers?（分数：1.00）A.Suppliers should provide high-quality products to customers.B.Suppliers should think of every product as a service.C.Suppliers should try their best to satisfy their customers.D.Suppliers should try
31、 their best to promote every product to customers.(2).What should a company do to increase the value of its products?（分数：1.00）A.Company should cut the cost of its products.B.Company needs to increase the price of its products.C.Company needs to offer additional services, especially after-sales servi
32、ces.D.Company should track its products on a national computer.(3).What does the sentence “Today were working with individual customers.“ in the third paragraph mean?（分数：1.00）A.It means the company employs customers as its employees.B.It means the company makes a product and looks for one customer t
33、o test it.C.It means the company develops a product after doing research.D.It means the company knows more about what customers want by providing additional services.(4).What does “man“ in the third sentence of the fifth paragraph mean?（分数：1.00）A.It means “to supply with men, as for defence or servi
34、ce“.B.It means “to take stations, as to defend or operate“.C.It means “to cheer up“.D.It means “to track“.(5).According to the sixth paragraph, why is the new goal a win-win alliance?（分数：1.00）A.It elevates outsourcing from a mere cost-cutting measure to the level of strategy.B.Suppliers can build a
35、long-term relationship with their customers and customers have the right to influence the producing process by giving their opinions.C.It replaces competition between suppliers.D.It helps a company offer better service at half the previous cost.(6).Which of the following is NOT the method adopted by
36、 a company when it couldnt produce the products and services needed by the market?（分数：1.00）A.Hiring other companies to supply the separate services offered in its service packageB.Working with other suppliers together to offer consumers more servicesC.Discovering new ways to market its existing prod
37、uctsD.Cutting the cost in producing process五、PART FOUR(总题数：1，分数：15.00)The Principles of SellingThe principles of selling are useful for all people, whether they work in business, in not-for-profit organisations, or at home. Influencing people is an important aspect of all interpersonal relationships
38、. Thus, hermits may be the only people in our society who do not need to (19) the principles of selling.Four-year-old children soon (20) the most effective way to sell their parents on a trip to the circus. As college students, they use more (21) techniques to convince their parents that they need a
39、 car at school. As young graduates, they are confronted with more important sales, job-selling themselves to an employer. To do this effectively, they will (22) the same essential steps used in marketing a sale. They (23) potential employers. They analyse the needs of the potential employer and the
40、(24) points in their background. Then they develop a presentation to demonstrate how their capabilities are (25) with the employers needs. During the interviews, they answer questions and provide additional information. This is selling at a personal level.An increasing number of people are studying
41、selling (26) they do not plan on selling as a (27) They recognise that almost everyone in business uses certain principles of selling in everyday work. (28) executives are eager to sell themselves to associates, superiors, and (29) .The accountant uses selling to present a research budget for (30) .
42、The industrial relations or personnel executive uses sales techniques to handle negotiations with a union.People in non-business situations also practice the art of selling. (31) encourage people to come at services. Political candidates ask (32) votes. People who are skilled at influencing the (33)
43、 of others are usually the leaders in our society.（分数：15.00）A.adoptB.applyC.employD.neglectA.discoverB.learnC.memoriseD.studyA.deceptiveB.politeC.carefulD.refinedA.go throughB.come up withC.go againstD.go afterA.identifyB.distinguishC.recogniseD.designateA.interestingB.strongC.influentialD.weakA.har
44、moniousB.standardisedC.compatibleD.familiarA.unlessB.whenC.ifD.even thoughA.careerB.positionC.professionD.workA.LazyB.AspiringC.HumorousD.HonestA.coordinatorsB.authoritiesC.customersD.subordinatesA.approvalB.argueC.consultationD.referenceA.BusinessmenB.CandidatesC.MinistersD.FinanciersA.toB.inC.atD.
45、forA.actionsB.customC.hobbiesD.performance六、PART FIVE(总题数：1，分数：12.00)Cultural Awareness Programme（分数：12.00）(1).familiarise themselves with any of differences in the legal system or in the procedures（分数：1.00）填空项 1:_(2).used in the day-to-day business of import and export. Modern trade, however, deman
46、ds more.（分数：1.00）填空项 1:_(3).Today the company seeking in international success must also understand the people（分数：1.00）填空项 1:_(4).who live and work in countries it deals withhow they think about, behave, and（分数：1.00）填空项 1:_(5).do business. In short, todays market leaders must acquire a greater cultu
47、ral awareness.（分数：1.00）填空项 1:_(6).Business people operating in foreign market often fail to consider that cultural differences（分数：1.00）填空项 1:_(7).can result in a variety of approaches to everyday business activities such as the way in that（分数：1.00）填空项 1:_(8).the cross-cultural team cooperates or how
48、 it conducts its meetings. The one of the main（分数：1.00）填空项 1:_(9).benefits of investing in our cultural awareness programme is that they can help you out to fully（分数：1.00）填空项 1:_(10).exploit your business potential, leaving you better have placed to succeed. Our cultural（分数：1.00）填空项 1:_(11).awareness training seminars will demonstrate the importance of taking into account on how（分数：1.00）填空项 1:_(12).other nationalities think and behave well and how they might see you.
