1、剑桥商务英语中级口语-1 及答案解析(总分：100.00，做题时间：90 分钟)一、SPEAKING(总题数：1，分数：100.00)Women Dominate the Global Market Place: Here Are 5Keys to Reaching ThemToday, it is the woman in a household who makes the decisions in the majority of purchasesnot only in the home with food and cars, but with services such as banki
2、ng and health care. This is extremely challenging for many companies to understand, as it requires a huge shift in thinking and how business has historically been done. Add to this the fact that we often have a strong emotional connection to the women in our lives, so we hate to admit that we might
3、not understand themcausing more ignorance than necessary, even if we are women ourselves.But ignore her at your own peril: Globally, women consumers control 20 trillion in consumer spending. They make the final decision for buying 91 percent of home purchases, 65 percent of the new cars, 80 percent
4、of health care choices, and 66 percent of computers.So how do you create meaningful experiencesin small and large waysthat make this consumer feel understood.9 First, appreciate that the consumer journey is much larger than just the purchase of a product. And when a consumer is deciding on a product
5、 or service, she considers many more factors than just the bottom line. Being aware of these seemingly subtle differences can make the difference between a consumer making a one-time purchase and developing on-going loyal relationship with a brand.(1) Acknowledge Her InfluenceWomen are looking for e
6、xperiences that help them build satisfying relationships with the products they choose.When women shop, they need to feel comfortable and wanted at every point in the decision-making process in order to make that purchase and to become a brand ambassadorand even more so in traditionally male realms,
7、 such as technology. This insight may sound easy or entirely obvious, but its new to many industries and requires a complete shift in retail strategy and design to execute.To reach women, Sprint has refocused away from tech industry jargon.The work Continuum, an innovation consulting firm, has done
8、with Sprint over the past few years shows how much of a change is required to meet the needs of this new generation of woman consumers. Women make up more than half of Sprints store traffic and make or influence 80 percent of purchases. In the past, Sprint corporate retail stores were narrowly focus
9、ed on product and technology. Customer-facing communications were dominated by device imagery and complicated industry-specific jargonrepresenting the days when technology was considered male-and gadget-focused.Over the last couple of years, however, Sprint has refocused everything from the companys
10、 retail design to their customer interactions to speak more clearly to women consumers.“Our stores used to be organized around phones for business or for entertainment,“ says Mark Rexroat, Director of Retail Communications at Sprint. “We recognized the importance of women in the market, either in pr
11、ofessional roles or in a new emerging super-morn role, where they often serve as the familys communication hub and as CEO of the household. She is juggling so many roles in her life that we have an opportunity to help her be as productive as possible.“Now, in-store communications tell a more lifesty
12、le-focused story with imagery and customer-centric language that helps customers understand the benefits and relevance of the technology, rather than focusing on the pure tech specs of the devices themselves.“Weve also increased the personal service levels in our stores, with programs like? Ready No
13、w,“ which insures that all customers receive help configuring their service and getting started on the right path with their new phone before they ever leave the store,9 says Rexroat.The 2011 visual direction continues to support Sprints focus on family as a key customer in their stores. Sprint reco
14、gnizes that morns are central in making the decision to buy. As such, shes represented in the photography as a professional woman, as well as a morn. They understand that making the store a place where she sees herself portrayed in an aspirational way and with honor and respect, is important for the
15、ir female customerand their business.(2) Join Her CircleThroughout the entire consumer journey, women use each other as experts, and themselves as the ultimate experience filter.Women are heavily influenced by other womens opinions throughout the purchasing journey and they look to each other as sou
16、rces of advice and for real-time reviews of products. As a result of this powerful communication, businesses can quickly decline or improve based on how they adopt to these new realities.In the US, women rule the blogospheremanaging, creating, and sharing consumer opinions on products with every key
17、stroke. In fact, a recent ComScore report on women and the web found that their influence online is gaining massive momentum globally. They reported that, “Once women connect, they engage; once they engage, they embrace; once they embrace, they drive. And thats the future. The Internet: Its womens w
18、ork.“The same power of influence is at work in emerging markets as well. In Indonesia, traditional tradethe complex network of open markets, corner stores, kiosks, and street vendors where the majority of people buy their food, drink, and household goodsis largely done by women and has remained the
19、main method by which purchases are made, even with the invasion of the hypermarkets. It was predicted that it would disappear, but it hasnt. A multinational consumer packaged goods client of Continuums wanted to understand why this was the case, and how their products could secure a bigger presence
20、in it.Traditional trade stores are still present because they offer the community more than the huge markets: The shop owner offers advice to make sure their customers get the right product the first time, helping the consumer to save money. Theres a level of trust between shop owner and customer be
21、cause the owner is personally vetting each product in the store, creating a win-win for each side.This essential part of the community is not disappearing. A global brand can enter this system successfully only when they build relationships with the customers, creating trust, and helping the communi
22、tywhether online or on the groundin meaningful ways.(3) Understand Her SimilaritiesBy understanding how women balance time, money, and well-being, you understand the unconscious dialogue she goes through at every point in the decision-making process.Continuum spends a lot of time shopping with women
23、 in all sorts of venues, in all corners of the globe. And from this experience, patterns emerge. When making decisions, especially for the purchases that affect more than just her, women weigh a few common factors in their minds: time, money, and well-being. The companies that address these needs ha
24、ve an opportunity to create a customized offering and a far better shopping experience.Offering unique ways to make the shopping experience easier and more fulfilling is key. From Continuums work with Procter once they engage, they embrace; once they embrace, they drive. And thats the future. The In
25、ternet: Its womens work.“The same power of influence is at work in emerging markets as well. In Indonesia, traditional tradethe complex network of open markets, corner stores, kiosks, and street vendors where the majority of people buy their food, drink, and household goodsis largely done by women a
26、nd has remained the main method by which purchases are made, even with the invasion of the hypermarkets. It was predicted that it would disappear, but it hasnt. A multinational consumer packaged goods client of Continuums wanted to understand why this was the case, and how their products could secur
27、e a bigger presence in it.Traditional trade stores are still present because they offer the community more than the huge markets: The shop owner offers advice to make sure their customers get the right product the first time, helping the consumer to save money. Theres a level of trust between shop o
28、wner and customer because the owner is personally vetting each product in the store, creating a win-win for each side.This essential part of the community is not disappearing. A global brand can enter this system successfully only when they build relationships with the customers, creating trust, and
29、 helping the communitywhether online or on the groundin meaningful ways.(3) Understand Her SimilaritiesBy understanding how women balance time, money, and well-being, you understand the unconscious dialogue she goes through at every point in the decision-making process.Continuum spends a lot of time
30、 shopping with women in all sorts of venues, in all corners of the globe. And from this experience, patterns emerge. When making decisions, especially for the purchases that affect more than just her, women weigh a few common factors in their minds: time, money, and well-being. The companies that ad
31、dress these needs have an opportunity to create a customized offering and a far better shopping experience.Offering unique ways to make the shopping experience easier and more fulfilling is key. From Continuums work with Procter these entrepreneurs serve as Avons main sales force, resulting in more
32、than 10 billion in revenue. Similarly Unilever has invested in 45,000 underprivileged Indian entrepreneurs, mostly women, in more than 100, 000 villages through microfinance and traininga strategy that accounts for 5 percent of the companys total revenue in India.B: Right. Recently, Walmart has pled
33、ged to source more than 20 billion from women-owned companies in the United States alone, and Coca-Cola announced a program, 5 By 20, to support 5 million women entrepreneurs globally by 2020. The benefits of women in upper management have also been shown: a recent Catalyst survey found a strong con
34、-elation between gender diversity in the leadership ranks of a business and that businesss economic performance.A: There is no doubt that the increasing numbers of women in the economy, has helped fuel significant growth everywhere. And economies that are making the shift more effectively and rapidly are dramatically outperforming those that have not./)解析：
