1、剑桥商务英语中级-49 及答案解析(总分：105.00，做题时间：90 分钟)一、BREADING/B(总题数：1，分数：7.00)BPART ONE/BBHow to approach Reading Test Part One/B In this part of the Reading Test you match seven statements with four short texts. First read each short text and then read the sentences to see which ones refer to the text. Make su
2、re you read each text for overall meaning. Do not choose an answer just because you can see the same words in the text. Look at the sentences below and the information about mergers and takeovers involving four companies on the opposite page. Which company (A, B, C or D) does each sentence 1 - 7 ref
3、er to? For each sentence 1 - 7, mark one letter (A, B, C or D) on your Answer Sheet. You will need to use some of the letters more than once.BA/BTour operator Jarmin Travel is waiting for its chief executive and finance director to make the final decision before making a formal bid for rival HarmonA
4、ir. The two companies tried to merge five years ago, when the deal was blocked by the competition authorities. Since then the regulator has eased the criteria by which any merger would be judged. Competition lawyers say a tie-up would almost certainly be allowed this time, and industry analysts beli
5、eve that both companies are eager for a merger.BB/B Bus operator Barkway has been hit by stiff competition and dwindling profitability. As a result the company has been forced to scrap its plans to expand overseas and instead will concentrate on growing its existing business. The continuing decline
6、in the companys share price has led to speculation that it may fall prey to one of its rivals. This may well prove wrong), though, as Barkways founder and chief executive, Kerry Matthews, has persuaded the board to do everything in its power to resist a takeover.BC/B Carolyn Swaine, the former chief
7、 executive of coffee shop chain Marshmonts, is trying hard to raise capital for a bid for her old company. Swaine left last year after a series of disagreements over Marshmonts future direction, and several top managers are expected to leave if she succeeds in buying the chain. Although Marshmonts i
8、s profitable, it is too small to stay independent for much longer, and even if Swaine takes control, the company will soon have to become part of a larger chain.BD/BKeston, the respected maker of television programmes, has announced that it has agreed an outline deal to merge with Stardust TV. A yea
9、r ago, with its profits plunging, Keston faced a strong takeover bid by another of its competitors, but fought hard against it, and has since become more profitable. The company is now convinced, however, that its future success lies in being part of a larger organisation. Both Keston and Stardust h
10、ave a reputation for producing striking television programmes, and a merger is likely to be beneficial, both creatively and financially.（分数：7.00）(1).This company has changed its attitude towards remaining independent.（分数：1.00）填空项 1:_(2).If this company is taken over, changes are likely to take place
11、 in its senior management.（分数：1.00）填空项 1:_(3).This company has renewedits efforts to combine with a competitor.（分数：1.00）填空项 1:_(4).This company wishes to remain independent.（分数：1.00）填空项 1:_(5).An attempt to buy this company depends on whether enough money is made available.（分数：1.00）填空项 1:_(6).This c
12、ompanys current lack of success means that a competitor may try to take it over（分数：1.00）填空项 1:_(7).This company cannot survive on its own for much longer（分数：1.00）填空项 1:_二、BPART TWO/B(总题数：1，分数：5.00)BHow to approach Reading Test Part Two/B In this part of the Reading Test you read a text with gaps in
13、it, and choose the best sentence to fill each gap from a set of seven sentences. First read the text for the overall meaning, then go back and look for the best sentence for each gap. Make sure the sentence fits both the meaning and the grammar of the text around the gap. Read the on the opposite pa
14、ge about an awards scheme for companies. Choose the best sentence from below to fill each of the gaps. For each gap 8 - 12, mark one letter (A - G) on your Answer Sheet. Do not use any letter more than once. There is an example at the beginning, (0).BThe regions best smaller companies/BOnce again, r
15、eaders of this magazine have the chance to vote for the regions best companies. (0) （分数：5.00）(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:_三、BPART THREE/B(总题数：1，分数：6.00)BHow to approach Reading Test Part Three/B In this part of the Reading Test you read a longer text and answer six questions. Firs
16、t read the questions. Try to get an idea of what the text will be about. Then read the text quickly for general understanding. Then read the text and questions more carefully, choosing the best answer to each question. Do not choose an answer just because you can see the same words in the text. Read
17、 the article below about a fast-food chain and the questions on the opposite page. For each question 13- 18, mark one letter (A, B, C or D) on your Answer Sheet for the answer you choose.BTurning around a fast-food chain/BSparrow is a well-established fast-food chain, with 200 restaurants run by fra
18、nchisees, and almost as many company-owned ones. Some years ago, the group to which Sparrow belonged was taken over by another company, which owned a variety of retail businesses. Although demand for a Sparrow franchise showed no sign of declining, overall the chain was in an unhealthy state. Its pr
19、operties, the majority of them in small towns, needed refurbishment to stand comparison with its competitors. With more and more fast-food concepts reaching the marker, the distinctive Sparrow menu had to struggle for attention. And to make matters worse, its new owners had bought it as one of a num
20、ber of companies, and had no plans to give it the investment it required.Sparrow stagnated for another two years, until a new chief executive, Carl Pearson, decided to build up its market share. He commissioned a survey, which showed that consumers who already used Sparrow restaurants were overwhelm
21、ingly positive about the chain, while customers of other fast-food chains, particularly those selling pizzas or hamburgers, were reluctant to be tempted away from them. Sparrow had to develop a new promotional campaign - one that would enhance-the publics perceptions of the chain and set it apart fr
22、om its competitors.Pearson faced a battle over the future of the Sparrow brand. The chains owner now favoured taking Sparrows outlets upmarket and rebranding them as Marcys restaurants, one of its other, better known brands. Pearson resisted, arguing for an advertising campaign designed to convince
23、customers that visits to Sparrow restaurants were fun. Such an attempt to establish a positive relationship between a company and the general public was unusual for that time. Pearson strongly believed that numbers were the key to success, rather than customers spending power. His arguments won the
24、day.The campaign itself broke some of the fast-food industrys advertising conventions. The television commercials played down traditional product shots - most of its competitors advertisements had mouth- watering shots of food - and focused instead on entertainment and humour. The usual jingles gave
25、 way to spots featuring original songs performed by a variety of stars. Instead of trying to show the superiority of a specific product, the intention was to position Sparrow in the hearts of potential customers.Pearson hired two advertising agencies to handle this campaign, and spent a considerable
26、 time with them, discussing and developing the brief he had outlined. Once that had been agreed in detail, he left them m get on with their work. Instead of dividing responsibilities, as would normally happen when two agencies collaborate, they decided to develop a team concept, with both having equ
27、al opportunities for creative input.Pearson also made other decisions which he believed would contribute to the new Sparrow image. He laid off 400 employees in the headquarters and company field offices, and reduced the management hierarchy. He insisted on uniformity of standards in all restaurants,
28、 and warned franchisees that if they ran untidy, unprofitable restaurants, Sparrow would dose them, or if necessary, buy them. In addition Sparrow offered to lower the rent of any franchisees who achieved a certain increase in their turnover.These efforts paid off, and Sparrow soon became one of the
29、 most successful fast-food chains in the regions where it operates.（分数：6.00）(1).According to the first paragraph, what problem did Sparrow face when it was taken over?（分数：1.00）A.Its new owners were uninterested in spending money on it.B.Its products were too similar to those of its competitors.C.It
30、received few applications from potential franchisees.D.It had a number of restaurants which were poorly situated.(2).The survey commissioned by Carl Pearson showed that（分数：1.00）A.Sparrows existing customers were dissatisfied.B.the type of food that Sparrow offered was losing popularity.C.people were
31、 unwilling to change to Sparrow restaurants.D.Sparrows name was not well known to the general public.(3).According to the third paragraph, what was Pearsons plan for Sparrow?（分数：1.00）A.to attract consumers who had more money to spendB.to associate it with a certain type of experienceC.to make it par
32、t of another, more famous brandD.to make its restaurants more attractive and up-to-date(4).How were Sparrows TV advertisements different from those of other fast-food businesses?（分数：1.00）A.They used celebrities to present the products.B.There was very little use of music.C.They compared the company
33、with its competitors.D.There were very few product shots.(5).How was the advertising campaign handled?（分数：1.00）A.The agencies worked together as one unit.B.Pearson kept a close eye on the agencies workC.The agencies focused on different parts of the campaign.D.Pearson wrote a full brief before conta
34、cting the agencies.(6).According to the sixth paragraph, Pearson decided to（分数：1.00）A.reduce staffing levels in the restaurants.B.offer financial incentives to new franchisees.C.turn all the restaurants into company-owned outlets.D.ensure that all the restaurants were of the same quality.四、BPART FOU
35、R/B(总题数：1，分数：15.00)BHow to approach Reading Test Part Four/B This part of the Reading Test tests your vocabulary, Read the whole text quickly to find out what it is about. As you read, try to predict the words that might fill the gaps. Next, look at the four possible answers for each gap and cross o
36、ut any obviously incorrect words. Then read both before and after each gap to decide which word should go in it. The word needs to fit both the meaning and the grammar After completing all the gaps, read the whole text again to check your answers. Read the article on the opposite page about why some
37、 small companies fail to grow. Choose the best word to fill each gap from A, B, C or D below. For each question 19 - 33, mark one fetter (A, B, C or D) on your Answer Sheet. There is an example at the beginning (0).BWhy do somesmall companiesstay small ?/BIt is often assumed that if a small company
38、fails to (0)., it is because of external factors. So it may come as something of a surprise to discover that many small companies have only themselves to (19). for their lack of growth. In fact, if you run a small business, you shouldnt waste much time wondering whether you have (20). to investment
39、capital; still less, analysing fluctuations in (21). exchange rates. You are more likely to (22). the main barrier to greater success by looking in the mirror.This is a conclusion that can be (23) . from a recent study based on interviews with the owner-managers of 40 small businesses. The research
40、makes the reason (24) . : management behaviour, however well intentioned, is often the (25) . of the problem. This was the overwhelming view (26) . by the managers surveyed: the main barrier to growth was the fact that day-to-day issues (27) . all their time. The problems that many larger businesses
41、 face - lack of funds and insufficient government support - were of relatively minor (28) . for these small companies.The survey shows that while owner-managers often work very hard running their business, many never take it on to the next (29) The reason is that they are too busy (30) . their sales
42、, marketing and finance functions. Limited resources may (31) . to this, but many owner-managers are unwilling to delegate even insignificant decisions. As a result, without realising it, they create a style of working that (32) . them from moving forward. One of the most important lessons for manag
43、ers is learning to let go - very few people can do everything themselves. Instead they need to hire staff able to take (33) . some of their responsibilities.（分数：15.00）A.condemnB.accuseC.chargeD.blameA.admissionB.entryC.accessD.entranceA.currencyB.moneyC.cashD.banknoteA.specifyB.categoriseC.identifyD
44、.allocateA.achievedB.drawnC.acquiredD.obtainedA.clearB.distinctC.resolvedD.definedA.foundationB.groundC.baseD.rootA.notifiedB.expressedC.informedD.addressedA.caughtB.occupiedC.heldD.containedA.significanceB.meaningC.definitionD.senseA.placeB.gradeC.positionD.stageA.watching forB.looking afterC.bring
45、ing upD.waiting onA.supportB.aidC.contributeD.assistA.avoidsB.obstructsC.preventsD.evadesA.overB.acrossC.downD.along五、BPART FIVE/B(总题数：1，分数：12.00)BHow to approach Reading Test Part Five/B This part of the Reading Test tests your ability to identify additional or unnecessary words in a text. Most lin
46、es contain one extra word which is incorrect. Read the whole text quickly to find out what it is about. As you read, try to identify the words that are incorrect. Make sure you consider whole sentences, and not each line separately. Then read the text again, and write down the extra words. Remember
47、there will be only one extra word in a line, and some lines are correct. Read the article on the opposite page about organising events. In most of the lines 34 - 45 there is one extra word. It is either grammatically incorrect or does not fit in with the meaning of the text. Some lines, however, are
48、 correct. If a line is correct, write CORRECT on yourAnswer Sheet. If there is an extra word in the line, write the extra word in CAPITAL LETTERS on your Answer Sheet. The exercise begins with two examples, (0) and (00).BOrganising Events/BFirst task of all, you need to be sure that an event is really the best way to get yourmessage across to customers. Maybe advertising or direct mail would be more34 effective instead. While an event involves persuading key people to attend,35 an
