BEC剑桥商务英语(中级)15及答案解析.doc

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1、BEC 剑桥商务英语(中级)15 及答案解析(总分：12.97，做题时间：149 分钟)一、PART 1 READING （6(总题数：1，分数：1.00)A The difference between being a manager and being a leader is simple. Management is a career. Leadership is a calling. You dont have to be tall, well-spoken and good looking to be a successful leader. You dont have to hav

2、e that “special something“ to fulfill the leadership role. B What you have to have is clearly defined convictionsand, more importantly, the courage of your convictions to see them manifest into reality. Only when you understand your role as guide and steward based on your own most deeply held truths

3、 can you move from manager to leader. C Whether the group you oversee is called employees, associates, co-workers, teammates or anything else, what they are looking for is someone in whom they can place their trust. Someone they know is working for the greater goodfor them and for the organization.

4、Theyre looking for someone not only that they canbut that they want tofollow. D Because it is only when you have followerspeople who have placed their trust in youthat you know you have moved into that leadership role. And the way you see it is that your organization is transcending all previous qua

5、lity, productivity, innovation and revenue achievements. Youre operating at such a high level of efficiency that youre giving budget back to the corporationand youre still beating your goals. 0. The move from a manager to a leader. (D) （分数：0.98）(1).The authors attitude towards the difference between

6、 a manager and a leader（分数：0.14）A.B.C.D.(2).Someone the group want to follow（分数：0.14）A.B.C.D.(3).Difference between a manager and a leader（分数：0.14）A.B.C.D.(4).The qualifications of being a leader（分数：0.14）A.B.C.D.(5).The leader must be a person who works for the employees and the organization（分数：0.14

7、）A.B.C.D.(6).Only when you have followers can you be a leader（分数：0.14）A.B.C.D.E.F.G.H.(7).Under your leading, the organization has got great achievements（分数：0.14）A.B.C.D.E.F.G.H.二、SECTION 2 （Questions(总题数：1，分数：1.00)SUCCESSFUL MARKETING After all, you plan to make money by selling a product or a serv

8、ice or both. The reasons people will want to buy from you should give you a clue as to the inherent drama in your product or service. (0). In Mother Nature breakfast cereal, it is the high concentration of vitamins and minerals. Always remember that people buy benefits, not features. People do not b

9、uy shampoo; people buy great-looking or clean or manageable hair. (8) Mothers of young kids do not buy cereal? they buy nutrition, though many buy anything at all they can get their kids to eatanything. So find the major benefit of your offering and write it down. It should come directly from the in

10、herently dramatic feature. (9). There is a world of difference between honesty and believability. You can be 100 percent honest (as you should be) and people still may not believe you. You must go beyond honesty, beyond the barrier that advertising has erected by its tendency toward exaggeration, an

11、d state your benefit in such a way that it will be accepted beyond doubt. The company producing Mother Nature breakfast cereal might say, “A bowl of Mother Nature breakfast cereal provides your child with almost as many vitamins as a multi-vitamin pill.“ (10). The word almost lends believability. Pe

12、ople do not pay attention to advertising. They pay attention only to things that interest them. And sometimes they find those things in advertising. So youve just got to interest them. (11). Im sure youre familiar with advertising that you remember for a product you do not remember. (12). But you ca

13、n prevent yourself from falling into that trap by memorizing this line: Forget the ad, is the product or service interesting? The Mother Nature company might put their point across by showing a picture of two hands breaking open a multivitamin capsule from which pour flakes that fall into an appetiz

14、ing-looking bowl of cereal. A. This statement begins with the inherent drama, turns it into a benefit, and is worded believably. B. And while youre at it, be sure you interest them in your product or service, not just your advertising. C. People do not buy cars; people buy speed, status, style, econ

15、omy, performance, and power. D. Something about your offering must be inherently interesting or you wouldnt be putting it up for sale. E. And even though you have four or five benefits, stick with one or two at most. F. Many advertisers are guilty of creating advertising thats more interesting than

16、whatever it is they are advertising. G. All along, you should be using your creative strategy to guide you, to give you hints as to the content of your ad. EXAMPLE：The correct answer for blank (0) is D. （分数：1.00）A.B.C.D.A.B.C.D.E.A.B.C.D.A.B.C.D.A.B.C.D.E.F.三、SECTION 3 (Question(总题数：1，分数：1.00)ON ADV

17、ERTISEMENT Money spent on advertising is money spent as well as any I know of. It serves directly to assist a rapid distribution of goods at reasonable prices, thereby establishing a firm home market and so making it possible to provide for export at competitive prices. By drawing attention to new i

18、deas it helps enormously to raise standards of living. By helping to increase demand it ensures an increased need for labor, and is therefore an effective way to fight unemployment. It lowers the costs of many services: without advertisements your daily newspaper would cost four times as much, the p

19、rice of your television license would need to be doubled, and travel by bus or tube would cost percent more. And perhaps most important of all, advertising provides a guarantee of reasonable value in the products and services you buy. Apart from the fact that twenty-seven Acts of Parliament govern t

20、he terms of advertising, no regular advertiser dare promote a product that fails to live up to the promise of his advertisements. He might fool some people for a little while through misleading advertising. He will not do so for long, for mercifully the public has the good sense not to buy the infer

21、ior article more than once. If you see an article consistently advertised, it is the surest proof I know that the article does what is claimed for it, and that it represents good value. Advertising does more for the material benefit of the community than any other force I can think of. There is one

22、more point I feel I ought to touch on. Recently I heard a well-known television personality declare that he was against advertising because it persuades rather than informs. He was drawing excessively fine distinctions. Of course advertising seeks to persuade. If its message were confined merely to

23、informationand that in itself would be difficult if not impossible to achieve, for even a detail such as the choice of the color of a shirt is subtly persuasiveadvertising would be so boring that no one would pay any attention. But perhaps that is what the well-known television personality wants. （分

24、数：1.02）(1).By the first sentence of the passage the author means that_（分数：0.17）A.he is fairly familiar with the cost of advertisingB.everybody knows well that advertising is money consumingC.advertising costs money like everything elseD.it is worthwhile to spend money on advertising(2).The phrase “l

25、ive up to“ in Line 4, Paragraph 2 can be replaced by_（分数：0.17）A.surviveB.complementC.agree withD.carry on(3).In the passage, which of the following is NOT included in the advantages of advertising?（分数：0.17）A.Securing greater fameB.Providing more jobsC.Enhancing living standardsD.Reducing newspaper c

26、ost.(4).The author deems that the well-known TV personality is_（分数：0.17）A.very precise in passing his judgment on advertisingB.interested in nothing but the buyers attentionC.correct in telling the difference between persuasion and informationD.obviously partial in his views on advertising(5).In the

27、 authors opinion_（分数：0.17）A.advertising can seldom bring material benefit to man by providing informationB.advertising informs people of new ideas rather than wins them overC.there is nothing wrong with advertising in persuading the buyerD.the buyer is not interested in getting information from an a

28、dvertisement(6).The passage most probably is_（分数：0.17）A.an official documentB.a news storyC.an advertisementD.a comment四、SECTION 4 (Question(总题数：1，分数：1.00)A Critical Concern in Merger and Acquisition Strategies Mergers and acquisitions as (0) strategies are once again in vogue. This business drama s

29、eems to be (19) by recent highly visible mergers between rich and famous players. Even speculation around a low ball offer by Comcast to acquire Disney seems to excite global (20) in corporate marriages. However, like all such (21), long-term success is rarely accomplished by a mere combination of c

30、ool stuff and know-how. In the midst of all the hype, a well documented fact is that most merger and acquisition activity rarely (22) the highly anticipated cooperation between companies. Throughout a merger or acquisition, people in an acquired company often (23) that they dont know what is happeni

31、ng, express fear about (24) their jobs, and feel demoralized as to the future of their contributions. Failed mergers that otherwise have a (25) strategic and financial fit are typically the (26) of the irretrievable loss of intangible, messy-to-measure, and difficult-to-implement human (27) on which

32、 the companys tangible assets ultimately (28). Traditional integration practices have been (29) around consolidating key resources, financial and physical assets, (30) names, and tradable endowments. The most forward-thinking integration strategies also capture key pieces of elusive core competencie

33、s, such as a/an (31)s best practices, skills, knowledge bases, and routines. (32) excluded are critical root strategic assets, which can make or break a union that is otherwise “made in heaven.“ These root strategic assets (33) collaborative leadership, cultural cohesion and talent retention. A. dow

34、nsize B. employment C. increase D. growth EXAMPLE：The correct answer for blank (0) is D. （分数：1.05）A.fueledB.replacedC.producedD.directedA.costB.interestC.concernD.worryA.assetsB.creditsC.dealsD.sourcesA.arrangesB.producesC.managesD.takesA.complainB.declareC.supportD.provideA.sendingB.holdingC.keepin

35、gD.losingA.soundB.badC.depressedD.brokenA.purposeB.incentiveC.reasonD.resultA.factorsB.sectionsC.piecesD.partsA.makeB.restC.giveD.getA.sentB.signedC.conductedD.usedA.markB.brandC.symbolD.productA.organizationB.governmentC.branchD.officeA.onlyB.typicallyC.roughlyD.nearlyA.holdB.produceC.includeD.brin

36、g五、SECTION 5 (Question(总题数：1，分数：1.00)The Need For a Good Management 0. The need for good managers is not going away. But it is intensifying. With BUT 00. “flatter“ organizations and self-directed teams managers becoming common; MANAGERS 34 with personal computers and networks making information avai

37、lable to more 35 people more quickly; the raw number of managers needed is decreasing down. 36 However, the need for good managers, people who can manage themselves 37 and others in an even high stress environment, is increasing. I believe anyone 38 can be a good manager. It is as much very trainabl

38、e skill as it is inherent ability; 39 as much science as art. You must have confidence in yourself and your abilities. 40 You are happy with who you are not, but you are still learning and getting better. 41 You are something of an extrovert person. You dont have to be the life of the 42 party, but

39、you cant be a wallflower. Management is sort a people skillits not 43 the job for someone who doesnt enjoy liking people. You are honest and 44 straight forward. Your success depends heavily on the trust of others. You are 45 neither an includer not an excluder. You bring others into what you do. （分

40、数：0.96）填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_1.? You are a sales manager for a furniture company. Tomorrow you have to make an urgent trip to Tokyo to discuss an important contract. ? Write a memo to your secretary Teri. ? Telling her where you are going

41、 and when. ? Asking her to book flights and accommodation. ? Explaining her responsibility in your absence. ? Write 4050 words on a separate sheet. （分数：-1.00）_七、PART 2 WRITING （4(总题数：1，分数：1.00)2.? You are the owner of a clothing factory. A customer has sent you a letter summarizing a recent negotiat

42、ion. You have written some notes on the letter. ? Use the information in the letter to write a reply to the buyer. ? Write 120140 words on a separate sheet. （分数：1.00）_八、SECTION 2(总题数：1，分数：1.00)Conversation ? Look at the note below. ? You will hear a woman calling about house renting. Phone Message P

43、ad Hiring Registration Date: 5th Jan. Time: 9:30 Name of the customer: Mary 【1】 Contact No: 【2】 Service Details: 1. An apartment near 【3】 street , with air-conditioner and heating system 2. Rent: on more than 【4】 a month , including water and gas. 3. Renting Period: about 1.5 years from February. （分

44、数：1.00）填空项 1:_填空项 1:_填空项 1:_填空项 1:_九、PART 3 LISTENING （3(总题数：3，分数：3.00)A cloth B vitamins C medicine D picture E dress F medicine G silk H voice （分数：1.00）A.B.C.D.E.F.G.A.B.C.D.A.B.C.D.E.A.B.C.D.A.B.C.D.E.F.A. an undergraduate B. a parent C. a personnel executive D. a sociologist E. a consultant for

45、job-seekers F. a radio journalist G. a psychologist H. a general manager （分数：1.00）A.B.C.D.A.B.C.D.A.B.C.D.E.F.G.H.I.A.B.C.D.E.A.B.C.D.E.F.G.A. a salary increase B. a change in internal budgets C. a move to new premises D. a new computer system E. the introduction of a social programme F. the loss of

46、 a contract G. a change of management H. a new clerk （分数：1.00）A.B.C.D.A.B.C.D.E.F.A.B.C.D.E.F.G.A.B.C.D.E.A.B.C.D.E.F.G.H.十、SECTION 2(总题数：2，分数：1.00)(1).From the recording we can learn that the crash of 1929 happened on a_（分数：0.06）A.MondayB.TuesdayC.Thursday(2).On October 29, 1929 the stock market lo

47、st_dollars paper value in a few hours（分数：0.06）A.13 millionB.30 millionC.30 billion(3).Why is popular wisdom about the crash is somewhat misleading?（分数：0.06）A.The nation is obsessed with every little change on the stock marketB.The crash plunged the nation into the Great DepressionC.The economy was i

48、n depression long before the crash.(4).What were American people persuaded to do in the 1920s?（分数：0.06）A.They were persuaded to save for a rainy dayB.They were persuaded to increase their incomeC.They were persuaded to spend money now.(5).What does “the rich were keep most of the profits“ mean?（分数：0.06）A.It means that the buying power was n