剑桥商务英语高级-26及答案解析.doc

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1、剑桥商务英语高级-26 及答案解析(总分：96.00，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 on the opposite page from the annual reports of five mobile phone companies. Which company (A, B, C, D or E) does each statement (1-8) refer to? For each statement (1-8), m

2、ark one letter (A, B, C, D or E) on your Answer Sheet. You will need to use some of these letters more than once.AOur management team is dedicated to delivering operational excellence and improved profitability. In the coming year, we will focus our marketing on professional young adults, who repres

3、ent the high value segment of the market and who - according to independent research - are most likely to adopt our more advanced mobile data products. Customer retention is central to our strategy, and we have been successful in reversing the customer loss of recent years by loyalty and upgrade sch

4、emes. A restructuring programme, resulting from changing marketing conditions, has seen our workforce scaled down to 6,100 people.BAs the only network operator in the country, our marketing is aimed at expanding the size of the market. In the business sector, we have targeted small and medium-sized

5、businesses by offering standardised services, and large customers by offering tailored telecommunications solutions. We have been at the fore- front of introducing new telecommunications technology and services and have recently distributed 150 of our most advanced handsets to customers to assess th

6、e likely demand for advanced data services. Last year, the industry recognised our achievement when we won a national award for technological progress.CA new management team has driven our improved performance here. It is committed to bringing the business into profitability within three years after

7、 reaching break-even point in the next financial year. We are focused on delivering rising levels of customer service and an improvement in the quality and utilisation of our network. Good progress has been made on all these fronts. The cost of acquiring new subscribers has been reduced and new tari

8、ffs have been introduced to encourage greater use of the phone in the late evening.DWe have continued to expand our network in a cost-efficient manner and have consolidated our retail section by combining our four wholly-owned retail businesses into a single operating unit. We expect this to enhance

9、 our operational effectiveness and the consistency of our service. Our ambition is to give customers the best retail experience possible. We were, therefore, delighted earlier this year when we won a major European award for customer service. This was particularly pleasing to us as we have always gi

10、ven high priority to customer satisfaction and operational excellence.EHere, we are focused on continuously realising cost efficiencies as well as improving the level of customer satisfaction and retention. We have already taken effective measures to reduce customer loss and to strengthen our delive

11、ry of customer service. The quality of our network has improved significantly over the past year and an increase in the utilisation of our network is now a priority. The operation of our customer service centre has been outsourced to a call centre specialist and this has led to a substantial increas

12、e in the level of service. （分数：8.00）(1).This company is still making a financial loss.（分数：1.00）填空项 1:_(2).This company is having part of its business handled by an outside agency.（分数：1.00）填空项 1:_(3).This company has grown without undue expense.（分数：1.00）填空项 1:_(4).This company is trying to find out w

13、hat the market response will be to a new product.（分数：1.00）填空项 1:_(5).This company continues to lose customers.（分数：1.00）填空项 1:_(6).This company aims to target a specific group of consumers.（分数：1.00）填空项 1:_(7).This company is finding it less expensive than before to attract new customers.（分数：1.00）填空项

14、1:_(8).This company has rationalised its outlets.（分数：1.00）填空项 1:_二、BPART TWO/B(总题数：1，分数：6.00) Read this text taken from an article about the importance to companies of not losing their employees knowledge. Choose the best sentence from the opposite page to fill each of the gaps. For each gap (9-14),

15、 mark one letter (A-H) on your Answer Sheet. Do not use any letter more than once.B Protecting the corporate memory/BI Many companies risk losing expertise through job cuts. But by analysing how staff interact, they may be able to minimise the damage. /IMany staff have knowledge which is essential t

16、o their company. So what can businesses do to avoid losing that expertise when staff leave, and to dissuade employees from keeping their knowledge to themselves in the face of possible job cuts?First, they need to recognise the problem. A downturn in the economy exposes many companies lack of commit

17、ment to understanding and using their peoples knowledge. When companies feel theyre in a crisis, it is one of the things that goes by the board. Unless, that is, theyve made it a routine or suffered because of losing knowledge in the past.Next, any attempt to stop knowledge walking out of the door m

18、ust be handled sensitively. U(9) /U Employees would be extremely cynical and see it as an attempt to extract their unique knowledge, which they believe gives them job security.Strong incentives are needed to coax people into divulging their expertise when being dismissed. U(10) /U At first sight, th

19、is might seem excessive, but the disadvantages should be weighed against the benefits.Of course, not all knowledge can be captured by the organisation and turned into a process. U(11) /U To find out who these knowledge hotspots are, companies need to question their staff and analyse their social net

20、works. Companies shouldnt ask employees what they know, but who they would ask if they wanted to know about different subjects. U(12) /U And, more importantly, the process reveals the others who always know somebody who knows.The latter can be high on the list for redundancy because managers are uns

21、ure what they do, or because they appear to be weak performers. U(13) /U People like this are often not ambitious but they can hold a company together. The most valuable knowledge is often not possessed by the people who seem to be star performers.If those at the centre of knowledge networks come to

22、 be seen as the most valuable people, those who keep their knowledge to themselves will look vulnerable when downsizing is deemed necessary. U(14) /U In such companies, the incentive to share knowledge should be even greater when jobs are under threat.For some companies, it may be too late to salvag

23、e important knowledge. Building a culture where knowledge is understood, valued and shared can take a long time. Now may be the time to prepare for the next downturn. A. Organisations that reward people for sharing knowledge will know who falls into each of these two opposing categories.B. This appr

24、oach enables them to identify those with a limited number of network relationships.C. Launching a knowledge-sharing initiative at a time when people are expecting redundancies would not be a good idea.D. This provides evidence of the risk that such a policy will meet resistance. Because of the diffi

25、culty of achieving this, it is far better not to lose the valuable sources of knowledge at all. But a knowledge mapping exercise might reveal that they play a critical role as mentors to the rest of the team.G. The price may be an increase in their redundancy package, provision of career counselling

26、, or an agreement to hire them back as consultants.H. When companies feel theyre in a crisis, it is one of the things that goes by the board.（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、BPART THREE/B(总题数：1，分数：6.00) Read the following article about Go-Fast, a cost-saying programm

27、e introduced by the car manufacturer General Motors, and the questions on the opposite page. For each question (15-20), mark one letter (A, B, C or D) on your Answer Sheet.Somewhere today, a group of staff from General Motors will meet as part of the Go-Fast programme, and hammer out a new initiativ

28、e to cut costs and bureaucracy. They may focus only on wiper-blades, or staff appraisal, or showroom design. But by this afternoon, there should be an outline savings plan, which will, when implemented, be measured carefully for signs of success. The aim is to transform GM from a lumbering leviathan

29、 into the corporate equivalent of a sports car. The intention is not just to be big - GM is one of the biggest car manufacturers in the world - but to be fast, particularly in its responsiveness to the market. The success of the programme is reflected in the large number of suggestions being introdu

30、ced - far more than in the old days, when every change had to come from senior managers focusing on the big picture.The progress made has trans- formed investor perceptions of GM. Before the Go-Fast programme was introduced, the conventional wisdom was that GMs market share was in permanent free fal

31、l and its organisation incapable of doing anything about it. Now, the decline has been turned around, and the senior managers change of approach has led to the company being energised with a winning spirit that has unlocked long-dormant capabilities. That it took a firm of consultants to help devise

32、 the programme is perhaps a sad reflection of the danger of corporate thinking becoming inflexible.The shareholders support of GMs strategy to become more outward-looking and innovative is some- thing of a luxury, though in the long run success would convince even the most sceptical shareholders. Th

33、e strategy includes beating down on costs and extracting maximum synergies from GMs numerous alliance partners, such as its tooling suppliers, and exchanging ideas and management tools with other corporations of widely differing sizes, sectors and nationalities. Having such input is one thing, but i

34、ts value would be undermined without a coherent mechanism to put ideas into practice, and this is where the consultants proved invaluable.In the car industry, however, there was plenty of scepticism about the programme when it was first announced, with many convinced that only much smaller organisat

35、ions stood a reasonable chance of making such a transformation, particularly when it involved changes to the company culture. Surprisingly, perhaps, this fear was not shared by the consultants who helped senior management to design the programme and, crucially, effect a change in leader- ship skills

36、; rather, they were more concerned about the impact that pockets of opposition within GM might have.The results of the scheme so far give rise to cautious optimism. No aspect of GMs work can hide from scrutiny, and initial fears of a lack of joined-up thinking about the impact of one change on other

37、 areas soon dissipated, as the leadership panels responsible for approving and implementing changes took a broader view. But while internal management has improved dramatically, many analysts are sceptical that the initiatives can outweigh GMs mountainous pension obligations. The company is still su

38、ffering the effects of poor decisions in the past, such as the choice of certain alliance partnerships, and a major change of strategy might be necessary to recover from these. If this were to take place, the companys core car manufacturing would need to be much more firmly rooted than it is at pres

39、ent, to ensure it didnt suffer from lack of focus. However, the architects of the scheme are confident that GM will be far more outward-looking and innovative in the near future. （分数：6.00）(1).What point is made in the first paragraph about GMs Go-Fast programme?（分数：1.00）A.The intention behind it is

40、to increase GMs market share.B.Suggestions need to be agreed by senior managers.C.All areas of business are examined for possible improvements.D.Senior managers are excluded from the initial discussions.(2).In the second paragraph, the writer regards it as positive that（分数：1.00）A.the programme allow

41、s improvements to come from within.B.certain senior managers have left the company and been replaced.C.the consultants developed the ideas on the basis of company proposals.D.investors continued confidence in the company has been justified.(3).In the third paragraph, the writer claims that the Go-Fa

42、st process is successful because of（分数：1.00）A.the companys alliances with many business partners.B.the method of implementing changes.C.the positive attitude of investors.D.the exchange of management thinking with other companies.(4).When starting to set up the programme, the consultants expected th

43、at（分数：1.00）A.the size of the company might make it difficult to introduce changes.B.senior managers might be unwilling to change their work style.C.it might be difficult to change the company culture.D.some of the workforce might resist the changes.(5).What concern is expressed in the last paragraph

44、 about the Go-Fast programme?（分数：1.00）A.It may not save enough to meet the companys financial demands.B.Management is being distracted from the companys core activities.C.It has led the company to make unwise strategic decisions.D.The company is focusing on changes in the wrong areas.(6).What would

45、be the best title for the article?（分数：1.00）A.Improving internal and external communicationsB.Choosing the most suitable consultantsC.Making a company more adaptableD.Changing a companys management structure PART FOUR四、BPART FOUR/B(总题数：1，分数：10.00) Read the text below about leadership. Choose the corr

46、ect word to fill each gap from A, 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 Leadership/BLeadership is the heart of the managerial process, because it involves initiating action. Other terms identifying the same idea are directing

47、, executing, supervising, ordering, and guiding. Whatever term is used, the idea is to U(21) /U into effect the decisions, plans, and programs that have previously been worked U(22) /U for achieving the goals of the group.Leadership concerns the overall U(23) /U in which a manager influences the act

48、ions of subordinates. First, it includes the U(24) /U of orders that are clear, comprehensive, and within the capabilities of subordinates to accomplish. Second, it implies a continual training activity in which subordinates are given instructions to enable them to U(25) /U the particular assignment in the existing situation. Third, it necessarily involves the motivation of workers to try to U(26) /U the expectations of the manager. Fourth, it consist