剑桥商务英语高级-16及答案解析.doc

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1、剑桥商务英语高级-16 及答案解析(总分：100.00，做题时间：90 分钟)一、BREADING/B(总题数：1，分数：8.00)PART ONE Look at the statements below and at the five extracts from a newspaper article on the opposite page about people who have set up their own internet companies. Which extract (A, B, C, D or E) does each statement 1-8 refer to?

2、For each statement (1-8), mark one letter (A, B, C, D or E) on your Answer Sheet. You will need to use some of these letters more than once.AE-GAMESJohn and Stephanie both wanted a complete career change. Selling childrens games over the internet seemed a foolproof idea, but their biggest challenge

3、was to secure financial backing. First they contacted numerous venture capitalists, but from the response of the few that would even talk to them, they realised they would get nowhere until they had spelt out in detail how they intended to turn their concept into reality. So the next step was to wor

4、k with a group of start-up consultants, to devise a business plan making their expected revenue streams more precise.BSUREKSue and Dereks plan was to sell clothes over the internet. After a shaky start, leading to serious cash flow problems, which meant they occasionally had little to live on, they

5、realised they would have to advertise much more seriously: on the internet, they used online marketing tools to the full to produce increases in traffic, and combined this with intensive publicity outside the internet. Within six months they had built a large customer database, at which stage it was

6、 necessary to begin looking for capital to build the business.CWONDERWEBTwo senior advertising executives, frustrated with the pace of change in an industry they felt was failing to take advantage of new media, Sally and Sue were keen to translate their advertising and marketing skills into an onlin

7、e environment. To their surprise, they found that many websites seemed to have been developed without taking any account of users needs. Sure that the opportunity was ripe for a business with a strong marketing proposition, they started offering marketing services to other small online businesses.DS

8、UPERGIFTSMichael and Tony set up a company to sell up market gifts, such as glassware and porcelain, online. The niche market they have identified is professional and affluent, a group which their research revealed is increasingly internet literate, is looking for exceptional goods at the right pric

9、e and has high service expectations. A low-level marketing campaign generated more than 2000 customers, with a high-value average order. The entire system from web order to delivery is proving to be highly successful, with all orders being fulfilled within the advertised five days without any return

10、s or breakages.EABBIESThe first phases of the companys growth have been funded through a mix of personal investment, foregone salaries and bank overdraft. The next phase will be crucial. Their biggest challenge will be to distinguish themselves from a plethora of competitive sites, most of which are

11、 spending far more than they are. To stand out from the crowd, Paul and Abbie are working to target and reach their audience better, and generate higher sales, but of necessity without increasing their budget. The companys total marketing vision will be the key to success. （分数：8.00）(1).These people

12、have not paid themselves out of their companys income so far.（分数：1.00）填空项 1:_(2).These people had knowledge which they wanted to exploit in a different type of company.（分数：1.00）填空项 1:_(3).These peoples initial efforts to obtain start-up funding were unsuccessful.（分数：1.00）填空项 1:_(4).These people have

13、 developed a very effective process for handling sales.（分数：1.00）填空项 1:_(5).These people devised a mixed media approach to advertising.（分数：1.00）填空项 1:_(6).These people felt that they could improve companies focus on customers.（分数：1.00）填空项 1:_(7).These people intend to make their marketing more cost-e

14、ffective.（分数：1.00）填空项 1:_(8).These people are targeting a relatively small number of discerning clients.（分数：1.00）填空项 1:_二、BPART TWO/B(总题数：1，分数：6.00) Read the article below about consumers attitudes to goods described as premium. Choose the best sentence from the opposite page to fill each of the gap

15、s. For each gap (9-14), mark one letter (A-H) on your Answer Sheet. Do not use any letter more than once.B Shoppers wary of premium goods/BOne of the marketing industrys favourite terms is premium - usually taken to mean luxury or top quality. The ideal is to create a premium car, wristwatch or perf

16、ume - something that appears to transcend the ordinary. When they succeed, marketers are able to charge high prices for the resulting product.However, manufacturers should take note of a recent survey of shoppers attitudes to so-called premium goods. U(9) /U In fact, the tag seems to have become dev

17、alued by overuse.Consumers of all socio-economic backgrounds are very keen to buy the best - but not all product categories lend themselves to a premium status. Premium can be used in any category where image is paramount, and that includes cars, toiletries, clothes and electronics. U(10) /U Banking

18、 and insurance are typical of this second group.More than 70 per cent of consumers interviewed in the survey said that a premium tag on everyday items such as coffee or soap is an excuse to charge extra for products that dont always have extra benefits. U(11) /U The prevalence of such a suspicious a

19、ttitude makes life hard for the marketers.While the word luxury had a clear and definable meaning among respondents - most related it to cars - premium was found to be harder to define. Oddly, the only category apart from cars where premium was understood to mean something specific was bread. U(12)

20、/U Several respondents said they would never pay much for a standard sliced loaf but on special occasions would happily pay double for something that qualifies as a treat.Packaging was found to be an important factor in charging extra for premium products, with sophisticated design enabling toiletri

21、es, electronics or food items to sell for far more. Shoppers are willing to pay extra for something that has had thought put into its outward appearance. U(13) /U Yet the knowledge has no impact on their choice.The profit margin on premium-priced toiletries and beauty items can be as much as 300-400

22、 per cent - and in excess of 500 per cent for hi-fi and other electronic goods. U(14) /U In a crowded marketplace such as cars or mobiles, its far more difficult to achieve this transformation than you might think. A The term is less effective, however, in areas where style and fashion play a smalle

23、r role.B The product hidden behind this attractive exterior may be exactly the same as an item selling for half the price, and shoppers may be quite aware of this.C The results suggest that the term premium means very little to consumers.D A fifth of them went further, and dismissed the very word as

24、 simply a way of loading prices.E It follows that price and utility are not the only factors in play when it comes to purchasing decisions.F With such an incentive, the challenge for marketers is to find the triggers that can turn an ordinary product into something consumers will accept as premium.G

25、 The survey found that consumers were prepared to pay top prices for speciality items, just as long as prices for everyday products remained low.H When they succeed, marketers are able to charge high prices for the resulting product. （分数：6.00）(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:_填空项 1:_三、

26、BPART THREE/B(总题数：1，分数：6.00) Read the following profile of Bruce Petter, the new Director of the Management Consultants Association (MCA), and the questions on the opposite page. For each question (15-20), mark one letter (A, B, C or D) on your Answer Sheet.Bruce Petter has not always been an execut

27、ive. He started his career pumping petrol at a filling station, as he explains: After I left the army, my friends father, who was Managing Director of a petrol company, recommended that I go into the oil industry. My great- uncle was running our own family petrol company, and I learnt the ropes at a

28、 petrol station. I subsequently married the daughter of the Marketing Director but this did not make for the happiest of scenarios. Depending on which side of the family they came from, my relatives thought I should support either my great-uncle or my farther-in-law, so I decided the time had come f

29、or me to leave the warring factions to fight it out among themselves and move on.He became founding Director of the Petrol Retailers Association. But after a few years he decided, I was getting to the stage where I wanted to move on again, so when I heard about the Management Consultants Association

30、 (MCA) post, I applied.He was aware that the selection process for the head of any trade association would, by definition, be protracted because of the difficulty of getting very busy people with mainstream business interests together. The association had 30 member companies at the time, representin

31、g a large proportion of the best-known names in the sector, and they all wanted to have a look at this individual who had applied to represent their interests, so I saw an awful lot of the membership.His principal area of expertise, he feels, is in running a trade association and the briefing that h

32、e has been handed suggests that this will be of prime value. If you were to ask me if I was ever going to be an expert management consultant, the answer would be no. But I am, I hope, able to articulate their views, to push through policies they want to see in operation and to improve their image. I

33、 hope to make management consultancy a powerful voice in government and industry.The President of the MCA confirms what landed Petter the job. We saw a lot of people, but there were three things in particular that impressed us about Brace. His experience of running a trade association was key and it

34、 seemed to us that he had a good understanding of how to relate to and inspire a membership made up of very busy partners, often in very large but also some considerably smaller firms. We are also aware that management consultancy is not always portrayed in a favourable light and he has done quite a

35、 bit of work on public image and has some very positive views in this area.So, Mr Petter has taken over from retiring Director Brian ORorke, and a change of mood is now in the air. ORorke was at the helm for 13 years and his successor is reticent when it comes to predicting how his own approach will

36、 differ. Brian did a magnificent job of sustaining the Association, of holding it together through thick and thin. I detect a but in his voice. But? I think if you ask anybody who or what the MCA was under his direction, the temptation would be to say “Brian ORorke“. Petter feels his own style will

37、be very much determined by the objectives of the members: he sees himself as a channel for those aims. I dont want the MCA to be perceived as Bruce Petters empire, but rather the members empire, he says. Mr Petter clearly has a difficult task ahead, but many of his staff will welcome a more open, mo

38、dem style and theres every indication he will be a success.（分数：6.00）(1).What do we learn about Bruce Petter in the first paragraph?（分数：1.00）A.He likes to think of himself as a loyal person.B.He has a negative view of family-run businesses.C.His military background came in useful later in his career.

39、D.An awkward situation influenced the development of his career.(2).When Petter applied for the post of Director of the MCA, he knew that（分数：1.00）A.a decision was likely to take a long time.B.not everyone in the Association was interested in him.C.he would have to face intense competition.D.some mem

40、bers would oppose his appointment.(3).What does Petter believe he is able to change?（分数：1.00）A.the views the MCA holds on industryB.the way in which the MCA decides on policyC.how the MCA is perceived by other peopleD.the MCAs relations with other trade associations(4).Which of the following does th

41、e MCA President mention as a reason for appointing Petter?（分数：1.00）A.his ability to motivate members of an associationB.his experience of working in different tradesC.his broad network of business contactsD.his previous work in management consultancy(5).The writer notices that, when Petter talks abo

42、ut his predecessor, he（分数：1.00）A.expresses some regret for how the Association dealt with him.B.thinks he had been there for too long.C.questions changes he made within the Association.D.indicates he has mixed feelings about his leadership style.(6).Petter says his aim as Director of the MCA is to（分

43、数：1.00）A.modernise the Association.B.carry out the Associations wishes.C.set an example of firm leadership to his staff.D.expand the membership of the Association.四、BPART FOUR/B(总题数：1，分数：10.00) Read the article below about sickness at work in Britain. Choose the correct word to fill each gap from A,

44、 B, C or D on the opposite page. For each question (21-30), mark one letter (A, B, C or D) on your Answer Sheet.B Sickness at work/BSmall firms are counting the cost of sickness among employees. Research estimates that illness cost small businesses in Britain a month and a half in lost U(21) /U last

45、 year. A recent U(22) /U of more than 1,000 small and medium enterprises revealed that last year the average small business lost around 42 days through staff phoning in sick, and that this had a serious U(23) /U on 27 per cent of smaller companies.Just over one in ten employees took time off for sev

46、en days in aU(24) /U Of these, 9.5 per cent were ill for a week on more than one occasion. In Britain, employees can take sick U(25) /U for up to a week before they have to produce a medical certificate. Owner-managers were far less likely to be off sick than their staff: 3.3 days on average, compar

47、ed with the 10 days taken by employees.The head of the research team said, The most common U(26) /U of absence was minor illness, such as colds or flu, but back strain, fractures and the like U(27) /U for very nearly as much. Of greater U(28) /U is that more that 40 per cent of employers felt that t

48、heir employees sickness may not have been genuine.Employers can do more to protect themselves by drawing up adequate U(29) /U of employment that outline the companys sick pay U(30) /U Enhanced sick pay is then at the employers discretion.（分数：10.00）A.capacityB.productivityC.capabilityD.efficiencyA.reportB.enquiryC.statementD.surveyA.resultB.consequenceC.impressionD.impactA.rowB.lineC.seriesD.sequenceA.le