剑桥商务英语中级-16及答案解析.doc

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1、剑桥商务英语中级-16 及答案解析(总分：100.00，做题时间：90 分钟)一、BREADING/B(总题数：0，分数：0.00)二、BPART ONE/B(总题数：1，分数：7.00) Which experts advice (A, B, C or D) does each statement (1-7) refer to? For each statement (1-7), mark one letter (A, B, C or D) on your Answer Sheet. You will need to use some of these letters more than o

2、nce.BFlacks is a UK-based company that produces fashion accessories forwomen. How can it continue to grow its business?/BBA Susan Falmer/BFaced with a shrinking market, cheap imports and competitive pricing, Flacks will have to work hard to increase its margins. They need to move into a more promisi

3、ng market, one where demand is growing and where the company can exploit existing skills and contacts. They could think about brand extension -this would not be a giant leap and the sales force would take it in its stride. Also, they wouldnt need to re-equip their factory and could use non-UK sourci

4、ng if facilities here are in short supply.BB Mesut Guzel /BThey have the fundamentals of a survival strategy in a market where outsourced manufacture and brand differentiation hold the key to success. I think they should initially locate some of their production in another country, where manufacturi

5、ng quality tends to be better and it is easier to meet changing customer demands. But they should also regularly monitor production in Britain and think about outsourcing all this work abroad at some point if they need it done faster. The company should continue to work on innovative products, and t

6、horough market research will help to ensure any new ideas are well received.BC Gary Wilmot /BIn order to beat their rivals in a highly competitive market, Flecks should ensure their products are attractive and build on their relationships with the big stores rather than trying to go it alone and mar

7、ket directly. They should also consider refocusing production by using their UK factory for high-specification products. They could eventually build more production overseas in a cycle of continuous development.BD Michal Kaminski /BThe demand for fashion acessories is relatively fiat and the company

8、 should consider exploiting niche markets to improve its margins. But even within these, Flacks must distinguish its goods from those of its rivals in terms of quality, performance and design. Innovative sales, marketing and PR are vital to exploit these niche products. One competitive advantage tha

9、t Flacks does have is production times. Many retail chains now have two-tier supply chains and Flacks could focus on top-up orders. They might also investigate other sales channels such as mail order.（分数：7.00）(1).It would be advisable for Flacks to consult customers before developing a new product.（

10、分数：1.00）填空项 1:_(2).Producing goods for specialist markets might increase Flacks profits.（分数：1.00）填空项 1:_(3).Flacks may need to change the function of one of its facilities.（分数：1.00）填空项 1:_(4).Flacks should utilise its current expertise to enter a different market.（分数：1.00）填空项 1:_(5).Flacks may need

11、to consider closing its current production facility.（分数：1.00）填空项 1:_(6).Flacks should develop the connections it has established with leading retailers.（分数：1.00）填空项 1:_(7).Expanding the product range would not be a problem for the workforce.（分数：1.00）填空项 1:_三、BPART TWO/B(总题数：1，分数：5.00) Choose the bes

12、t sentence from the opposite page to fill each of the gaps. For each gap (8-12), mark one letter (A-G) on your Answer Sheet. Do not use any letter more than once. There is an example at the beginning, (0).BEVALUATING THE PERFORMANCE OF THE BOARD/BFew employees escape the annual or twice- yearly perf

13、ormance review.U (0) G/U. The answer is not a great number. And the smaller the company, the fewer checks there are on how well the directors are doing. Some of the largest companies formally assess the performance of their board, but very few new or growing companies have managed to get round to es

14、tablishing any such procedure.Many business experts believe, however, that it is important for all companies to review the performance of the board.U U 1 /U /UAnother reason is that the beard itself needs information on how well it is doing, Just as much as other employees do. For the chief executiv

15、e, appraisal of some sort is absolutely essential for his or her own sake and for the good of the company. Indeed, many of those who have reached this level remark on how lonely the Job of chief executive is and how few opportunities they get to discuss issues relating to it.There is some evidence t

16、o show that once smaller companies put a board appraisal process in place, they find this process relatively easy to operate.U U 2 /U /UTheir counterparts in larger organisations, however, are often afraid that appraisals could be a challenge to their status. So, how should companies assess their be

17、ard?U U 3 /U /UAt a very basic level, this could simply mean getting all the directors to write down what they have achieved and how they can improve on it. At the other end of the scale is the full 360- degree appraisal. Here, each director is appraised in a systematic manner by a combination of th

18、e chairman and fellow directors.In the largest companies there are many methods for assessing the beard. A number of such companies have self-assessment schemes. The chairman may meet each board member individually to ask how things are going, in a fairly informal way. The whole board might also mee

19、t to talk about its progress in open session.U U 4 /U /UThese might ask for peoples opinions on the boards main tasks or on how well the committees are working.Research indicates there has been some improvement in the way the appraisal of board members is conducted.U U 5 /U /UThe chairman will have

20、been involved directly or indirectly in the appraisal of all members of the board. Whose Job is it, then, to appraise the chairman?A. It is often the case that the directors of such companies are even happy to receive criticism, as this can prevent them from making basic mistakes.B. The rest of the

21、workforce sees it as unfair if the directors are the only members of the company to escape appraisal.C. These are encouraging as they put a limit on the power of the chairman to assess fellow directors.D. Alternatively, questionnaires might be distributed to directors, forming the basis for future d

22、iscussion.E. One issue remains, however, when all the others have been dealt with.F. It is generally agreed that it is the chairmans responsibility to ensure the regular appraisal of each member of the board.G. However, one wonders how many companies have in place a formal appraisal process for thei

23、r board of directors.（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、BPART THREE/B(总题数：1，分数：6.00) For each question (13-18), mark one letter (A, B, C or D) on your Answer Sheet.BBRITISH COMPANIES CROSS THE ATLANTIC/BNext month a large group of British business people are going to America on a venture

24、which may generate export earnings for their companies shareholders in years to come. A long list of sponsors will support the initiative, which will involve a they are fed up with the banal, middle-of-the-road taste that America does so well. They are now looking for the small, the precious, the re

25、al thing, and this is precisely what many of the companies participating in the initiative do best.（分数：6.00）(1).The main reason that the British business people are going to America is to A. encourage American consumers to buy their products. B. analyse how American companies attract media coverage.

26、 C. look for financial backing from American investors and banks. D. investigate how British and American companies could form partnerships.（分数：1.00）A.B.C.D.(2).In the writers opinion, the proposed venture will be different to previous ones because A. fewer British business leaders will be making th

27、e trip. B. less well-known companies will be better represented. C. the larger companies have decided they will not be participating. D. it involves research into how British companies market themselves.（分数：1.00）A.B.C.D.(3).The writer states that Carringtons was wrong to A. be cautious about trading

28、 in America. B. borrow money from its European investors. C. assume it was superior to American rivals. D. ignore the advice of its American managers.（分数：1.00）A.B.C.D.(4).According to the writer, Polly Browns mistake occurred when it A. continued to trade despite making a loss. B. attempted to attra

29、ct a different type of customer. C. tried to break into too many markets at the same time. D. expected American consumers to pay British prices for goods.（分数：1.00）A.B.C.D.(5).Sarah Scott states that British companies hoping to succeed in America should A. focus on a gap in the market. B. be less con

30、cerned with their image. C. concentrate on selling products in the mid-price range. D. carry out research into the pricing policies of American companies.（分数：1.00）A.B.C.D.(6).The writer suggests that success in America depends upon A. adopting a more American approach to marketing. B. persuading the

31、 mid-range consumer to pay for quality. C. copying the strategies of American companies. D. building a reputation as a supplier of unique goods.（分数：1.00）A.B.C.D.五、BPART FOUR/B(总题数：1，分数：15.00) Choose the best word to fill each gap from A, B, C or D on the opposite page. For each question (19-33), mar

32、k one letter (A, B, C or D) on your Answer Sheet.BPromise of Jobs with Telephone Banking Centre/BAn 80-million telephone banking centre is to open in Scotland, with the situation of about 500 new jobs. Grand Union Group, which owns the Dundee and Western Bank, said today it hopes to have theU U 1 /U

33、 /Ufully operational by next August. It will be based at the new Caledonian Industrial Estate currently being built near Edinburgh.The centre is beingU U 2 /U /Uthrough a joint partnershipU U 3 /U /Uglobal telecommunications firm Concept and customer care specialists Businesslink. Sara Grimaldi, chi

34、ef executive of the Dundee and Western Bank, said, Im delighted we will be working inU U 4 /U /Uwith Concept and Businesslink and Im confident we willU U 5 /U /Ufrom their considerable experience. The new centre will makeU U 6 /U /Uuse of innovative business procedures which willU U 7 /U /Uto an imp

35、roved service and experience for our valued customers. Callum Martin, president of global accounts for Grand Union Group, added that he was very pleased his company will play a key role in such an important development employing state-of the-art technology.The local council said new jobs wereU U 8 /

36、U /Uof the efforts made toU U 9 /U /Uinvestment to the region. Council leader Hugh MacArthur said, Its good news for Grand Union, but it will alsoU U 10 /U /Uus to promote Edinburgh to companies considering aU U 11 /U /Uto Scotland. The council will continue to work hard to ensure that todaysU U 12

37、/U /Uis just the latestU U 13 /U /Uin our attempt to create high quality jobs in the area.Scotland has become a European leader in terms of telephone banking centres and hasU U 14 /U /Uitself an excellent reputation. The call centre sector as a whole employs more than 28,000 people at more than 170

38、sites in Scotland. Taking this intoU U 15 /U /U, it seems likely that this new centre will be another success story.（分数：15.00）(1). A. facility B. plant C. function D. situation（分数：1.00）A.B.C.D.(2). A. assisted B. invested C. funded D. paid（分数：1.00）A.B.C.D.(3). A. consisting B. engaging C. containing

39、 D. involving（分数：1.00）A.B.C.D.(4). A. venture B. teamwork C. enterprise D. collaboration（分数：1.00）A.B.C.D.(5). A. benefit B. improve C. grow D. advance（分数：1.00）A.B.C.D.(6). A. inclusive B. uniform C. extensive D. universal（分数：1.00）A.B.C.D.(7). A. help B. Contribute C. provide D. combine（分数：1.00）A.B.C

40、.D.(8). A. facts B. reasons C. data D. evidence（分数：1.00）A.B.C.D.(9). A. acquire B. gain C. attract D. win（分数：1.00）A.B.C.D.(10). A. necessitate B. ease C. support D. enable（分数：1.00）A.B.C.D.(11). A. reorganisation B. reassignment C. relocation D. replacement（分数：1.00）A.B.C.D.(12). A. announcement B. pu

41、blication C. notice D. acknowledgement（分数：1.00）A.B.C.D.(13). A. method B. step C. point D. action（分数：1.00）A.B.C.D.(14). A. achieved B. taken C. drawn D. earned（分数：1.00）A.B.C.D.(15). A. mind B. regard C. account D. note（分数：1.00）A.B.C.D.六、BPART FIVE/B(总题数：1，分数：12.00) In most of the lines (34-45) there

42、 is one extra word. It is either grammatically incorrect or does not fit in with the meaning of the text. Some lines, however, are correct. If a line is correct, write CORRECT on your Answer Sheet. If there is an extra word in the line, write the extra word in CAPITAL LETTERS on your Answer Sheet.B

43、Consumer Behaviour/BThe consumer is the focus of all retail business and it is important to appreciate howConsumers are influenced in their buying decisions. Most of consumers, before making a34. purchase, gather information and evaluate with the alternatives, but the extent to which35. they look fo

44、r information depends on the type of purchase. For example, in the case of36. routine grocery purchases most consumers respond to automatically. However, for37. purchases where the risk of making the wrong decision is greater, like buying a new38. car, so the search for information is more important

45、. The decision to purchase is never a39. single decision but a number of these separate decisions, and at any time during this40. process, consumers can change their minds about and choose an alternative route. For41. exam pie, although a consumer may have decided where to buy a product only to real

46、ise42. at the last moment that this is, in fact, having the wrong choice. The price in the store may43. be too high or the staff unhelpful. On the other hand, a lack of queues, favourable credit44. facilities and efficient staff all lead to a too positive impression, so retailers should45. remember how difficulties in these areas that can affect a sale or even lose a customer permanently.（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:_