剑桥商务英语中级-124及答案解析.doc

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1、剑桥商务英语中级-124 及答案解析(总分：100.00，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)Marketing PrincipleA Brilliant marketers try to keep open and flexible, yet there is one unchanging maxim which they share: customers buy products to acquire benefits. Those few words hold the secret of many an

2、innovative organisations success. It is a principle which can be applied to almost any product/market decision. The principle itself is almost deceptively simple, which is why some marketers pass it by. The successful marketing organisation will pay more than lip service to its meaning, because it r

3、epresents the most basic yet most important principle of marketing.B Customers do not buy a product for the product itself. Customers buy clean floors, not floor polish. They buy security, not insurance policies, high performance engines (or status), not Ferraris; better lubrication, not industrial

4、cutting oil. An innovative tool manufacturer realised, through the course of its relationship with its customers, that a major problem on the production floor was the time lost in changing abrasive discs. With this in mind, the manufacturer has in the past few months been exerting himself to get the

5、 problem solved with the help of a group of technicians.C The company invested a lot of time and money in seeking a solution, and invented a highly specialised system of binding grit to disc. The result was a new disc which had a longer life and could be removed and replaced faster than the old type

6、. This gave the organisations customers the benefit of more efficient production time and better value for money. The benefit in the example served a dual purpose: it gave the customer the advantage of time-saving and cost-effectiveness, and at the same time solved a traditional problem of changing

7、discs. The problem in this case was a customer need which had to be satisfied.D The concept of customer benefits shows the importance of an organisation being orientated towards the customer, or market, rather than the product, An organisation, for example, manufacturing adding machines in a marketi

8、ng environment which is moving towards calculators will soon find itself and its product obsolete. It must consider what the benefits of its product arein this case computing sums accurately and quicklyand make sure that it is providing that benefit better than any other organisation. If a more cost

9、-effective method of computing comes along, the customer will naturally be attracted to that product which incorporates those developments and can therefore provide increased benefits.（分数：7.00）(1).The principle benefits not only customers but also manufacturers.（分数：1.00）填空项 1:_(2).The customers of t

10、he tool manufacturer were found working with discs in low efficiency.（分数：1.00）填空项 1:_(3).If the principle is established in practice, it will enhance the performance of the marketing organisation.（分数：1.00）填空项 1:_(4).The marketing principle indicates that manufacturers should treat their customers as

11、 their first concern.（分数：1.00）填空项 1:_(5).The tool manufacturer was innovative in the production of discs.（分数：1.00）填空项 1:_(6).Changing discs was no longer time-consuming work which caused a big problem in customers work.（分数：1.00）填空项 1:_(7).Not all marketers pay attention to the marketing principle.（分

12、数：1.00）填空项 1:_三、PART TWO(总题数：1，分数：5.00)Performance EvaluationWhen we are introduced to someone for the first time, we automatically form an impression based on his or her appearance, voice, and personality traits. Right or wrong, these first impressions can be lasting ones. Sometimes we base our eva

13、luations of other people on more substantial evidencethe way they perform their jobs or interact with their co-workers and superiors, for example. Although many of the evaluations we make on a daily basis are not conscious, they still have a significant impact on the way we view the people around us

14、.If youre a manager, your working day involves a series of appraisals. Perhaps you begin by making the rounds of various activities for which you are responsible, checking on where major pieces of work stand. You chat briefly with your employees, find out what theyre doing. (8) .Back at your own des

15、k, you go through your mail, answering according to what you know about the person youre addressing. The way you hand out work assignments is also based on what you know about individual employees. You provide instruction, guidance, and coaching on the basis of each workers experience and maturity.I

16、f you have visitors during the day, you unconsciously size them up and adjust your speech and actions accordingly. (9) .If an employee is up for salary review, you decide whether or not he or she merits more money. If there is a vacancy in the department, you weigh the relative qualifications of the

17、 available candidates before making your decision.These are standard activities for any manager or supervisor, and yet each involves a deliberate act of appraisal. The point here is that performance appraisal is not an occasional or chance occurrence. (10) .Outside the work environment, of course, t

18、he evaluations we make of other may merely determine whether or not we choose them as our friends. (11) .These judgments may determine who gets a job, who is given an opportunity for additional training, who gets a raise or a promotion, who is transferred or reassigned, and who is terminated. This i

19、s one reason why performance evaluation skills and techniques deserve the attention that is given.The purposes for which performance evaluation are conducted are almost as varied as the techniques that have been developed to gather the necessary data. (12) .For example, employees could be motivated

20、to improve their performance. AIn your contacts with your own boss, you organise your material and present your information in a way that will gain his or her approval. BIt is an integral part of the managers job as it is beneficial to both the one being evaluated and the company per se. COn the bas

21、is of your knowledge of each of them, you decide whether or not a particular work item requires your attention. DBut there are some objectives that all evaluation systems share. EFew managers would dispute that employees are the companys most valuable asset. FBut the evaluation we make in the contex

22、t of an employment relationship are far more crucial in terms of outcome.（分数：5.00）填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_四、PART THREE(总题数：1，分数：6.00)The Importance of a NameA name cannot make or break a product or company. It was not the name Edsel that doomed Fords ill-fated car brand; the letters IBM,

23、and the words they stand for, were not the critical ingredient in IBMs success. What matters is how well a companys goods or services meet its customers needs.Having said that, however, we contend that a well-chosen name can give a company a decided marketing edge over comparable competitors, and th

24、at the branding effect of a strong corporate name can be especially important for service companies. Why? Because in services the company name is the brand name.Services do not lend themselves to individual branding the way tangible products do. Goods can be positioned and marketed with specific, ap

25、propriate brand names: Pampers, Alka Seltzer, Black flag. Consumers may be loval to such brands without ever knowing that the goods came from Procter performance, after all, is primary. So how important, really, is a service brand name? The answer is that strong branding can accelerate market awaren

26、ess and acceptance of a high-quality service, while weak branding can accelerate failure for a poorly conceived or delivered service.It was widespread skepticism about the strategy that turned the name into a lightning rod for criticism. To be sure, one can find flaws with the name. When introduced,

27、 it was defined as acombination of “allegiance“ and “aegis“, and the very fact that it needed to be explainedand its pronunciation make clearsignaled a problem. But this is hindsight. Had the strategy been sound and well executed, we obviously would not be citing Allegis as a flawed brand name. Fede

28、ral Express furnishes a contrasting example. We can now say that this is a strong and appropriate brand identity: Express delineates the nature and speed of the service, and Federal suggests a far-flung, perhaps governmentally sanctioned enterprise, But without its superlative ability to track and d

29、eliver parcels, and without its courteous employees and its professional-looking uniforms, trucks, envelopes, and advertising, the Federal Express brand would not be an example of excellence. The name was part of an overall operating strategy backed up by a sophisticated, cohesive branding programme

30、.Are there any hard-and-fast rules for naming a service company? Beyond avoiding obvious negative connotations, there are no absolute. A strong service brand should immediately identify the service supplier and distinguish it from competitors. The customers could recognise the service benefit instan

31、tly from the brand name and understand, use and recall it with ease. A service company will obtain more advantages if its name is broad enough to cover not just the organisations current business but also foreseeable expansions.（分数：6.00）(1).The first paragraph implies that（分数：1.00）A.Edsel was not a

32、good name, so it broke Fords car brand.B.the name IBM helped its company succeed.C.a product failed because of its quality, not because of its name.D.the name couldnt meet customers needs.(2).A well-chosen name is important to a service company because（分数：1.00）A.it gives a company an advantage to co

33、mpete with others.B.it shows the difference to its competitors.C.it could broaden the market of a company.D.the company name is the brand name in service.(3).The difference between the name of a service company and those of other companies is that（分数：1.00）A.the products are tangible but services are

34、 not.B.the name of a service company is a companys image but the names of other companies are not.C.customers are loyal to brand names of products but are not to names of services.D.brand names can help service companies to expand their business but cannot help other companies in this aspect.(4).Wha

35、t can a good service brand name do?（分数：1.00）A.It can accelerate market awareness.B.It can improve the quality of its products.C.It can offer successful performance.D.It can find the flaws of a strategy.(5).Federal Express is a strong and appropriate brand name because（分数：1.00）A.it describes the natu

36、re and speed of the service and also suggests governmentally approved enterprises.B.it makes the superlative ability to track and deliver parcels, courteous employees and professional-looking uniforms.C.it is a lightning rod for criticism.D.it is a combination that doesnt need explanation.(6).A stro

37、ng service brand name should have the following characteristics except（分数：1.00）A.distinctiveness.B.flexibility.C.relevance.D.cohesiveness.五、PART FOUR(总题数：1，分数：15.00)The Significance of the Division of LabourThe significance of the division of labour was first found by Adam Smith in the 1770s. He exp

38、lained part of its advantages. He gives as an example the process (19) which pins were made in England.“One man draws (20) the wire; another strengthens it; a third cuts it; a fourth points it; a fifth grinds it at the top to prepare it to receive the head. To make the head (21) two or three operati

39、ons. To put it on is a (22) operation, to polish the pins is another. And the important business of making pins is, (23) this manner, (24) into about eighteen operations, which in some factories are all performed by different people, (25) in others the same man will sometimes perform two or three of

40、 them. “Ten men, Smith said, in this way, turned (26) twelve pounds of pins a day or about 4,800 pins per worker. But if all of them had worked separately and (27) without division of labour, none of them could have made twenty pins in a day and perhaps not even one.There can be no doubt that divisi

41、on of labour is a/an (28) way of (29) work. Fewer people can make more pins. Adam Smith saw this but he also took it for granted that division of labour is in itself responsible for economic (30) and development and that it (31) for the difference between (32) economies and those that (33) still but

42、 division of labour adds nothing new; it only enables people to produce more of what they already have.（分数：15.00）A.inB.onC.byD.throughA.outB.upC.offD.inA.demandsB.requestsC.requiresD.inquiresA.oneB.separateC.differentD.definiteA.withB.byC.throughD.inA.separatedB.dividedC.classifiedD.cutA.thoughB.and

43、C.whichD.howeverA.upB.onC.inD.outA.individuallyB.aloneC.apartD.independentlyA.efficientB.importantC.effectiveD.excellentA.givingB.organisingC.finishingD.performingA.riseB.progressC.growthD.roaringA.accountsB.makesC.countsD.looksA.raisingB.expandingC.extendingD.inflatingA.keepB.reserveC.holdD.stand六、

44、PART FIVE(总题数：1，分数：12.00)Marketing（分数：12.00）(1).in magazines and on newspapers and all the signs and offers in and around the（分数：1.00）填空项 1:_(2).shops this is not surprising. However, the advertising and selling are only two（分数：1.00）填空项 1:_(3).of several marketing functions, and not necessarily the

45、most important ones.（分数：1.00）填空项 1:_(4).The most basic concept underlying marketing is that all of human needs. We（分数：1.00）填空项 1:_(5).have many needs including ones such as affection. knowledge and a sense（分数：1.00）填空项 1:_(6).of belonging as well as the physical need for food, warmth and one shelter.

46、 A（分数：1.00）填空项 1:_(7).good deal of our lives is devoted to obtaining what will satisfy by those needs.（分数：1.00）填空项 1:_(8).Marketing can thus be defined as any human activity which it is directed at（分数：1.00）填空项 1:_(9).satisfying needs and wants by creating and exchanging goods and value with others.（

47、分数：1.00）填空项 1:_(10).Marketing has become a key factor in the success of the western businesses.（分数：1.00）填空项 1:_(11).Todays companies face with stiff competition and the companies which can best（分数：1.00）填空项 1:_(12).satisfy customers needs are those which they will survive and make the largest profits

48、.（分数：1.00）填空项 1:_七、WRITING(总题数：2，分数：10.00)1.PART ONE You are a manager of a manufacturing company. You have been informed by the Quality Control Centre that the product quality has declined. Write an e-mail to the director of your production department: saying what you have been informed giving details of the quality report suggesting what should be done. Write 40-50 words.To: Production Department DirectorCc:Subject: Product quality（分数：5.00