剑桥商务英语中级-118及答案解析.doc

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1、剑桥商务英语中级-118 及答案解析(总分：105.00，做题时间：90 分钟)一、READING(总题数：0，分数：0.00)二、PART ONE(总题数：1，分数：7.00)ATour operator Jarmin Travel is waiting for its chief executive and finance director to make the final decision before making a formal bid for rival HarmonAir. The two companies tried to merge five years ago, wh

2、en the deal was blocked by the competition authorities. Since then the regulator has eased the criteria by which any merger would be judged. Competition lawyers say a tie-up would almost certainly be allowed this time, and industry analysts believe that both companies are eager for a merger.B Bus op

3、erator Barkway has been hit by stiff competition and dwindling profitability. As a result the company has been forced to scrap its plans to expand overseas and instead will concentrate on growing its existing business. The continuing decline in the companys share price has led to speculation that it

4、 may fall prey to one of its rivals. This may well prove wrong), though, as Barkways founder and chief executive, Kerry Matthews, has persuaded the board to do everything in its power to resist a takeover.C Carolyn Swaine, the former chief executive of coffee shop chain Marshmonts, is trying hard to

5、 raise capital for a bid for her old company. Swaine left last year after a series of disagreements over Marshmonts future direction, and several top managers are expected to leave if she succeeds in buying the chain. Although Marshmonts is profitable, it is too small to stay independent for much lo

6、nger, and even if Swaine takes control, the company will soon have to become part of a larger chain.DKeston, the respected maker of television programmes, has announced that it has agreed an outline deal to merge with Stardust TV. A year ago, with its profits plunging, Keston faced a strong takeover

7、 bid by another of its competitors, but fought hard against it, and has since become more profitable. The company is now convinced, however, that its future success lies in being part of a larger organisation. Both Keston and Stardust have a reputation for producing striking television programmes, a

8、nd a merger is likely to be beneficial, both creatively and financially.（分数：7.00）(1).This company has changed its attitude towards remaining independent.（分数：1.00）填空项 1:_(2).If this company is taken over, changes are likely to take place in its senior management.（分数：1.00）填空项 1:_(3).This company has r

9、enewedits efforts to combine with a competitor.（分数：1.00）填空项 1:_(4).This company wishes to remain independent.（分数：1.00）填空项 1:_(5).An attempt to buy this company depends on whether enough money is made available.（分数：1.00）填空项 1:_(6).This companys current lack of success means that a competitor may try

10、to take it over（分数：1.00）填空项 1:_(7).This company cannot survive on its own for much longer（分数：1.00）填空项 1:_三、PART TWO(总题数：1，分数：5.00)The regions best smaller companiesOnce again, readers of this magazine have the chance to vote for the regions best companies. (0) （分数：5.00）填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空

11、项 1:_四、PART THREE(总题数：1，分数：6.00)Turning around a fast-food chainSparrow is a well-established fast-food chain, with 200 restaurants run by franchisees, and almost as many company-owned ones. Some years ago, the group to which Sparrow belonged was taken over by another company, which owned a variety

12、of retail businesses. Although demand for a Sparrow franchise showed no sign of declining, overall the chain was in an unhealthy state. Its properties, the majority of them in small towns, needed refurbishment to stand comparison with its competitors. With more and more fast-food concepts reaching t

13、he marker, the distinctive Sparrow menu had to struggle for attention. And to make matters worse, its new owners had bought it as one of a number of companies, and had no plans to give it the investment it required.Sparrow stagnated for another two years, until a new chief executive, Carl Pearson, d

14、ecided to build up its market share. He commissioned a survey, which showed that consumers who already used Sparrow restaurants were overwhelmingly positive about the chain, while customers of other fast-food chains, particularly those selling pizzas or hamburgers, were reluctant to be tempted away

15、from them. Sparrow had to develop a new promotional campaign - one that would enhance-the publics perceptions of the chain and set it apart from its competitors.Pearson faced a battle over the future of the Sparrow brand. The chains owner now favoured taking Sparrows outlets upmarket and rebranding

16、them as Marcys restaurants, one of its other, better known brands. Pearson resisted, arguing for an advertising campaign designed to convince customers that visits to Sparrow restaurants were fun. Such an attempt to establish a positive relationship between a company and the general public was unusu

17、al for that time. Pearson strongly believed that numbers were the key to success, rather than customers spending power. His arguments won the day.The campaign itself broke some of the fast-food industrys advertising conventions. The television commercials played down traditional product shots - most

18、 of its competitors advertisements had mouth- watering shots of food - and focused instead on entertainment and humour. The usual jingles gave way to spots featuring original songs performed by a variety of stars. Instead of trying to show the superiority of a specific product, the intention was to

19、position Sparrow in the hearts of potential customers.Pearson hired two advertising agencies to handle this campaign, and spent a considerable time with them, discussing and developing the brief he had outlined. Once that had been agreed in detail, he left them m get on with their work. Instead of d

20、ividing responsibilities, as would normally happen when two agencies collaborate, they decided to develop a team concept, with both having equal opportunities for creative input.Pearson also made other decisions which he believed would contribute to the new Sparrow image. He laid off 400 employees i

21、n the headquarters and company field offices, and reduced the management hierarchy. He insisted on uniformity of standards in all restaurants, and warned franchisees that if they ran untidy, unprofitable restaurants, Sparrow would dose them, or if necessary, buy them. In addition Sparrow offered to

22、lower the rent of any franchisees who achieved a certain increase in their turnover.These efforts paid off, and Sparrow soon became one of the most successful fast-food chains in the regions where it operates.（分数：6.00）(1).According to the first paragraph, what problem did Sparrow face when it was ta

23、ken over?（分数：1.00）A.Its new owners were uninterested in spending money on it.B.Its products were too similar to those of its competitors.C.It received few applications from potential franchisees.D.It had a number of restaurants which were poorly situate(2).The survey commissioned by Carl Pearson sho

24、wed that（分数：1.00）A.Sparrows existing customers were dissatisfied.B.the type of food that Sparrow offered was losing popularity.C.people were unwilling to change to Sparrow restaurants.D.Sparrows name was not well known to the general publi(3).According to the third paragraph, what was Pearsons plan

25、for Sparrow?（分数：1.00）A.to attract consumers who had more money to spendB.to associate it with a certain type of experienceC.to make it part of another, more famous brandD.to make its restaurants more attractive and up-to-date(4).How were Sparrows TV advertisements different from those of other fast-

26、food businesses?（分数：1.00）A.They used celebrities to present the products.B.There was very little use of music.C.They compared the company with its competitors.D.There were very few product shots.(5).How was the advertising campaign handled?（分数：1.00）A.The agencies worked together as one unit.B.Pearso

27、n kept a close eye on the agencies workC.The agencies focused on different parts of the campaign.D.Pearson wrote a full brief before contacting the agencies.(6).According to the sixth paragraph, Pearson decided to（分数：1.00）A.reduce staffing levels in the restaurants.B.offer financial incentives to ne

28、w franchisees.C.turn all the restaurants into company-owned outlets.D.ensure that all the restaurants were of the same quality.五、PART FOUR(总题数：1，分数：15.00)Why do somesmall companiesstay small ?It is often assumed that if a small company fails to (0)., it is because of external factors. So it may come

29、 as something of a surprise to discover that many small companies have only themselves to (19). for their lack of growth. In fact, if you run a small business, you shouldnt waste much time wondering whether you have (20). to investment capital; still less, analysing fluctuations in (21). exchange ra

30、tes. You are more likely to (22). the main barrier to greater success by looking in the mirror.This is a conclusion that can be (23) . from a recent study based on interviews with the owner-managers of 40 small businesses. The research makes the reason (24) . : management behaviour, however well int

31、entioned, is often the (25) . of the problem. This was the overwhelming view (26) . by the managers surveyed: the main barrier to growth was the fact that day-to-day issues (27) . all their time. The problems that many larger businesses face - lack of funds and insufficient government support - were

32、 of relatively minor (28) . for these small companies.The survey shows that while owner-managers often work very hard running their business, many never take it on to the next (29) The reason is that they are too busy (30) . their sales, marketing and finance functions. Limited resources may (31) .

33、to this, but many owner-managers are unwilling to delegate even insignificant decisions. As a result, without realising it, they create a style of working that (32) . them from moving forward. One of the most important lessons for managers is learning to let go - very few people can do everything th

34、emselves. Instead they need to hire staff able to take (33) . some of their responsibilities.（分数：15.00）A.condemnB.accuseC.chargeD.blameA.admissionB.entryC.accessD.entranceA.currencyB.moneyC.cashD.banknoteA.specifyB.categoriseC.identifyD.allocateA.achievedB.drawnC.acquiredD.obtainedA.clearB.distinctC

35、.resolvedD.definedA.foundationB.groundC.baseD.rootA.notifiedB.expressedC.informedD.addressedA.caughtB.occupiedC.heldD.containedA.significanceB.meaningC.definitionD.senseA.placeB.gradeC.positionD.stageA.watching forB.looking afterC.bringing upD.waiting onA.supportB.aidC.contributeD.assistA.avoidsB.ob

36、structsC.preventsD.evadesA.overB.acrossC.downD.along六、PART FIVE(总题数：1，分数：12.00)Organising EventsFirst task of all, you need to be sure that an event is really the best way to get yourmessage across to customers. Maybe advertising or direct mail would be more34 effective instead. While an event invol

37、ves persuading key people to attend,35 and can take out a great deal of time and money, so you should think very36 carefully before choosing that method. If you go for an event, see how soon37 others do it, and adapt from their ideas to suit your own circumstances. Youll38 need to produce an event s

38、trategy and checklist, and then keep on to it. Make39 sure your key players agree to look an outline strategy at the start. The smallest40 things can let you go down, with potentially serious results. This means you41 should have plans in place in which case speakers arrive late, contractors are42 u

39、nreliable or equipment fails. Keep everyone involved informed of how plans43 are progressing, to avoid a lack of information is leading to confusion and44 uncertainty. Form a team and delegate responsibilities. Afterwards, thank to45 everybody. This is very important: after all, you could well need

40、them again next time.（分数：12.00）填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_七、WRITING(总题数：2，分数：10.00)1.PART ONEHow to approach Writing Test Part One Part One counts for one third of the total marks in the Writing Test. You should spend no more than 15 minutes o

41、n Part One. You will be asked to write a note, memo, email or message to one or more people in your company The first bullet point of the instructions outlines the situation. The second bullet point tells you what you should write, who you are writing it for, and the points that must be included. It

42、 is best to follow the order of the points that are required, as you will lose marks if you leave out any of them.Planning Read the instructions carefully so that you know what to do, and underline the key words.Writing Express yourself briefly and clearly For a memo or email you dont need to includ

43、e to, from, date or subject. Try to use a range of appropriate vocabulary and grammatical structures. Make the language suitable for the reader(s).Checking After writing, read what you have written, correct mistakes and make improvements. If you want to add anything, use a sign, e.g. *. Put a line t

44、hrough anything you want to omit. Dont rewrite the whole of your answer. Make sure the examiner will be able to read your answer. Use a pen and your normal handwriting (do not write in capital letters). Check that you have written your answer in 40-50 words. You are a director of a manufacturing com

45、pany. A foreign delegation will soon be visiting the company. You are responsible for supervising arrangements for the visit. Write a memo to the office manager of your company: saying when the delegates will arrive explaining what he should show them telling him the arrangements for lunch. Write 40

46、 - 50 words.MemoTo: Jerry CarterFrom: Susannah CowleySubject: Foreign delegation（分数：5.00）_2.PART TWOHow to approach Writing Test Part Two Part Two counts for two thirds of the total marks in the Writing Test. You should spend about 30 minutes on Part Two. You will be asked to write a report, proposa

47、l or piece of business correspondence. You will be given information, such as a letter, advertisement, or charts and graphs, as the starting point for your answer, and will be told who to write to. About five handwritten notes will also be given. You must use all these notes when writing your answer

48、, and will need to invent information in connection with some of them. If you leave out any of the five notes, you will lose marks.Planning Read the instructions carefully so that you know what do, and underline the key words. Make an outline plan, putting the five notes into a suitable order.Writing Start your answer by briefly saying why you ar