1、剑桥商务英语高级-136 及答案解析(总分：30.00，做题时间：90 分钟)一、BLISTENING/B(总题数：0，分数：0.00)二、BPART ONE/B(总题数：1，分数：12.00) As you listen, for questions 1-12, complete the notes, using up to three words or a number.Guide to Franchising a Business1. Franchise can expand business without personally _.2. The new franchise shoul
2、d be _.3. To franchise your business, you can grant permission of a/an _ or registered name.4. To get your business franchised, you should provide training and _.Decide if your Business or Idea can be Franchised5. Francorp helps to turn a/an _ into a franchise.6. Francorp offers Franchise-ability _
3、to see if your business is ready for franchising.Hire a Franchise Attorney7. Developing a franchise from scratch takes plenty of _.8. You can choose a franchise attorney from the _.Create Operations Manual9. Write down your successful methods of operating a _ business.10. 90 percent of all franchise
4、s require an initial one-time _ of up to $50,000.Tips were only as good as your last project. My problem is caused by the bad economy; this years recession has offered its own hair-raising challenges. Our revenues may be clown over 30 percent this year, so our immediate plan is to batten clown the h
5、atches and get through the next year and a half until the economy turns around, which Im confident it will; it always has. Until then, well focus on maintaining our relationships with our good customers and trying to find whatever work we can.13. 原文中阐述“at the beginning，no kids wanted to join in the
6、Camp，because many of them had no interest in the game”，在生意开始的时候孩子对自己的项目不感兴趣，所以 F 项符合要求。(2)._（分数：1.00）填空项 1:_ （正确答案：D）解析：原文中出现“our biggest competitor is awareness of our products”，这句话有很大的迷惑性，因为出现词汇“competitor”很容易让人联想到来自竞争对手的竞争而错误的选择 H，但是后面的内容却不是如此，此句话的含义是，产品遇到问题在于产品的认知度不高。(3)._（分数：1.00）填空项 1:_ （正确答案：
7、E）解析：(4)._（分数：1.00）填空项 1:_ （正确答案：G）解析：(5)._（分数：1.00）填空项 1:_ （正确答案：C）解析：Task TwoPlan For questions 18-22, match the extracts with the future plans, listed A-H. For each extract, choose the plan they gave. Write one letter (A-H) next to the number extract.A accelerating the time span for new treatment
8、 applicationB maintaining current marketing activitiesC cooperating with others and expands business globallyD evolving and improving the current productE going publicF spending more on advertisingG adding new equipments and making better itemsH trying to get new contacts（分数：5.00）(1)._（分数：1.00）填空项 1
9、:_ （正确答案：G）解析：(2)._（分数：1.00）填空项 1:_ （正确答案：A）解析：(3)._（分数：1.00）填空项 1:_ （正确答案：C）解析：原文结尾出现了“build relationships with large medical device companies”和“Additional patents will be applied for in the United States，as well as in Europe， Japan，and China”。对此概括最准确的是 C。(4)._（分数：1.00）填空项 1:_ （正确答案：B）解析：(5)._（分数：1
10、.00）填空项 1:_ （正确答案：H）解析：原文结尾出现了“trying to find whatever work we can”，表明要得到新合同扩展业务的意思，H 最为符合。四、BPART THREE/B(总题数：1，分数：8.00) For questions 23-30, mark one letter A, B or C for the correct answer.（分数：8.00）(1).What is the main difference between online advertising and traditional advertising? A. Online a
11、dvertising is more affordable. B. Online advertising is more popular. C. Online advertising will replace traditional advertising.（分数：1.00）A. B.C.D.解析：解析 23-30 F: Today we are going to talk about Online Advertising; Advertisements are a great way for online publishers to make money. However, for some
12、one getting started with online advertising it can be extremely confusing. There are lots of different advertisers, types of ads which you can display, payment models such as CPM, CPA and CPC, and different ways of getting paid. Firstly, what is the main difference between online advertising and tra
13、ditional advertising? M: Online advertising is now a staple in modern-day marketing. It is an affordable alternative to traditionaland typically more expensiveadvertising vehicles such as newspapers, magazines, radio, TV and direct mail. For many companies advertising on the Internet, old media is o
14、ut and new media is most certainly in. F: How can we benefit from online advertising? M: While online advertising attracts new customers, it also builds loyalty among existing ones. Highly targeted, online advertising is ideal for reaching niche audiences with specific and actionable messages. Becau
15、se its interactive, online advertising is especially suited for up-selling. Advertising on the Internet allows you to collect and analyze results in real time. Advertising online exposes you to new markets; you dont have to find them because theyll find you. F: What are the main forms of online adve
16、rtising? M: There are many different types of ads that you can display, from simple text links to full page interactive banners. Choosing which advertisements to display is going to require testing different advertising models in order to figure out which type is the most profitable for your specifi
17、c website. Text links are the most basic form of advertisements, being simply a text link to a website. Banner ads are probably the most common type of advert seen on the web. While they can be very effective in attracting attention, many web users are now “banner blind“ since they are so used to se
18、eing them all the time. Banner ads come in many shapes and sizes and are useful in building online brand awareness and driving web site traffic. F: We have all heard Pay-Per-Click (PPC) advertising consisting of text ads that appear next to relevant results within popular search engines. How about P
19、PC? M: Yeah, it is a good option for businesses with limited online advertising budgets; you only pay for ads on which customers click. F: What role does the search engine play in online advertising? M: Search engines are at the front lines of all online advertising campaigns, search engine optimiza
20、tion (SEO), which can improve your companys search engine rankings with relevant keywords and search terms, is critical. F: How should I pay for my online advertising? M: Before you buy online advertising, educate yourself on its cost structure; to advertisers who want to pay for exposure, online ad
21、vertising is typically sold via CPM (cost per thousand); to advertisers who want to pay for traffic, the structure is CPC (cost per click); to advertisers who want to pay only for results, CPA (cost per action) is the right choice. F: What are affiliates? Are they helpful for our business? M: Affili
22、ate marketing programs allow companies that are engaged in targeted online advertising to market themselves on other peoples websites; those websites, also known as affiliates, earn a commission for every click they send your way. F: What should I do if I want my ads to be more attractive? M: Rich m
23、edia can help you because they include dynamic online advertising that features moving animation and video. Not your average banner ad, its ideal for companies that want to create eye-catching, high-performance display ads. F: Can you give us some helpful advice for advertising online? M: Behind eve
24、ry successful online advertising campaign is a strong web site; a good ad is worthless without an attractive, professional Web site for consumers to click through to. Online advertising is all about trial and error. If your Internet marketing services dont produce results, dont give up; instead, tin
25、ker with your ads wording, change their placement and pursue new markets. Instead of advertising online, consider engaging online. The future of targeted online advertising is not in hard sells, but rather in subtle value adds; consider devoting less of your online advertising budget to traditional
26、Internet marketing services, therefore, and more to investments in emerging, content-driven media, including blogs, podcasts and social networks like MySpace and Face-book. 23. 根据听力原文中句子“It is an affordable alternative to traditionaland typically more expensive”中的“affordable”和后面的“more expensive”可以判断
27、出选项 A。(2).Which is right about banner ads? A. They are always very attractive. B. They come in identical shapes and sizes. C. They improve online brand awareness.（分数：1.00）A.B.C. D.解析：由“banner blind”推断出“banner ads”由于使用过多产生了注意力疲劳，很多人对它视而不见；从“There are many different types of ads that you can display，f
28、rom simple text links to full page interactive banners”推断出 banner ads 有很多形式，B 不正确。(3).Which is right about Pay-Per-Click (PPC) advertisement? A. They are picture ads. B. They are expensive. C. They charge by customers click amount.（分数：1.00）A.B.C. D.解析：(4).Search engine is important because _. A. sea
29、rch engines are at the front lines of all online advertising campaigns B. search engine optimization (SEO) improves your company rankings C. search engine has relevant online search keywords and terms（分数：1.00）A.B. C.D.解析：(5).To advertisers who want to pay for Internet traffic, one can choose _. A. C
30、PM (cost per thousand) B. CPC (cost per click) C. CPA (cost per action)（分数：1.00）A.B. C.D.解析：(6).What is affiliate? A. It is a search engine. B. It is an agent. C. It is a website.（分数：1.00）A.B.C. D.解析：注意关键句子“those websites，also known as affiliates”。(7).What rich media can help in online advertising?
31、A. It is moving animation and video. B. It can make online advertising cheaper. C. It can create eye-catching, high-performance display ads.（分数：1.00）A.B.C. D.解析：(8).The future of online advertising lies in A. traditional Internet marketing service B. hard sells C. emerging, content-driven media（分数：1.00）A.B.C. D.解析：原文首先阐明“The future of targeted online advertising is not in hard sells”，网络广告的未来不是销量，而是附加值，然后逐步展开，最后指出像博客等“emerging，contentdriven media”才是投资重点，所以选 C。
