剑桥商务英语中级-39 (1)及答案解析.doc

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1、剑桥商务英语中级-39 (1)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：7.00)PART ONELook at the statements and the materials about marketing disasters below.Which story (A, B, C or D). does each statement 17 refer to?For each sentence, mark one letter (A, B, C or D) on your Answer Sheet.You will need to us

2、e some of the letters more than once.AHoover offered any customer who spent at least 100 on its products two complimentary flights to Europe and the US. The offer attracted more than double the anticipated applications, leading to the dismissal of three senior managers and a bill for 19 million.BA l

3、arge computer hardware retailer positioned itself at the bottom end of the market by undercutting all its competitors. To attract customers, it even offered a 0% interest Buy Now, Pay One Year Later deal. People did buy, but unfortunately, serious cash flow problems forced the company into liquidati

4、on before customers repaid them.CLever Brothers rushed Persil Power onto the market to coincide with a rival companys launch of its own new washing powder. Despite millions of pounds spent on research, Persil Power was fatally flawed, having the unfortunate effect of damaging clothes. It was quickly

5、 withdrawn and reformulated.DThe best has been made even better. said the Chairman of Coca-Cola about its decision to change the flavour of Coke for the first time in its 99-year history. However, of the 150 million people who tried the new Coke, nearly two-thirds preferred the original. The company

6、 was forced to re-launch the old Coke as Coke Classic three months later.（分数：7.00）(1).Dont change something which is already a proven success.（分数：1.00）填空项 1:_(2).Dont spend more on the promotion than the product.（分数：1.00）填空项 1:_(3).Dont let competitors dictate your strategy.（分数：1.00）填空项 1:_(4).If th

7、ings go wrong, change the name.（分数：1.00）填空项 1:_(5).A marketing mistake can put a company out of business.（分数：1.00）填空项 1:_(6).Doing things too quickly can produce disastrous results.（分数：1.00）填空项 1:_(7).Work out the exact cost of a promotional gift.（分数：1.00）填空项 1:_二、BPART TWO/B(总题数：1，分数：5.00)Read the

8、article about supermarket.Choose the best sentence to fill each of the gaps.For each gap 812, mark one letter (AG) on your Answer Sheet.Do not use any letter more than once.There is an example at the beginning.BSupermarket/BSupermarket is a type of retailing institution that has a moderately broad p

9、roduct assortment spanning groceries and some nonfood lines, that ordinarily emphasizes price in either an offensive or defensive way. As a method, supermarket retailing features several related product lines, a high degree of self-service, largely centralized checkout, and competitive prices. The s

10、upermarket approach to retailing is used to sell various kinds of merchandise, U(8) /U.The term supermarket usually refers to an institution in the grocery retailing field. Most supermarkets emphasize price. Some use price offensively by featuring low prices in order to attract customers. Other supe

11、rmarkets use price more defensively by relying on leader pricing to avoid a price disadvantage. Since supermarkets typically have very thin gross margins, they need high levels of inventory turnover to achieve satisfactory returns on invested capital.Supermarkets originated in-the early 1930s. They

12、were established by independentsU (9) /U. Supermarkets were an immediate success, and the innovation was soon adopted by chain stores. In recent decades supermarkets have added various nonfood lines to provide customers with one-stop shopping convenience and to improve overall gross margins.Today st

13、ores using the supermarket method of retailing are dominant in grocery retailing. However, different names are used to distinguish these institutionsU (10) /U.A superstore is a larger version of the supermarket. It offers more grocery and nonfood itemsU (11) /U. Many supermarket chains are emphasizi

14、ng superstores in their new construction.Combination stores are usually even larger than superstore. They, too, offer more groceries and nonfoods than a supermarket but also most product lines found in a large drugstore. Some combination stores are joint ventures between supermarkets and drug chains

15、 such as Kroger and Sav-on.For many years the supermarket has been under attack from numerous competitors. For example, a grocery shopper can choose among not only many brands of supermarkets but also various types of institutions (ware house stores, gourmet shops, meat and fish markets, and conveni

16、ence stores). Supermarkets have reacted to competitive pressuresU (12) /U: Some cut costs and stressed low prices by offering more private brands and generic products and few customer services. Others expanded their store size and assortments by adding more nonfood lines (especially products found i

17、n drugstores), groceries attuned to a particular market area (foods that appeal to a specific ethnic group, for example), and various service departments (including video rentals, restaurants, delicatessens, financial institutions, and pharmacies).A including building materials, office products, and

18、, of course, groceriesB attracting more customers with their low pricesC primarily in either of two waysD to compete with grocery chainsE a type of retailing institutionF by size and assortmentG than a conventional supermarket does（分数：5.00）(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:_三、BPART THRE

19、E/B(总题数：1，分数：6.00)Read the article below about inventory.For questions 1318, mark one letter (A, B, C or D) on your Answer Sheet for the answer you choose.BInventory/BInventory belongs to an important element of the cost of doing business in a large company. If a company is assembling cars, they mus

20、t have a large number of parts in hand so that the assembly line does not stop because one part is missing. If cars are going down the assembly line and one person is supposed to fasten wheels on to the car, the whole line will stop if he runs out of fasteners. This means that several hundred men wi

21、ll be waiting while someone must find fasteners for the wheel. So there must be a sufficient number of parts of all sorts nearby in order to keep the car assembly line running smoothly.A large supply of spare parts is very expensive, so a company will try to keep its inventory as low as it can witho

22、ut finding it necessary to stop production for lack of a part.In a planned company, i.t was often difficult to secure spare parts and so many companies ordered many extra parts and kept large supplies of parts so that if a mistake was made in planning, they could continue to produce. This was known

23、as just-in-case inventory.As an economy moves from s planned economy to a market economy, the-important thing for a business is to make money and not just produce. Its very expensive to keep large suppliers available just in case there is a delay in delivery. So increasingly, companies are moving to

24、 another system of inventory of spare parts as low as possible. This way they do not have to pay for parts used in production until just before they are paid for the finished product. This saves them much capital and is a much more efficient method of operating. The problem with this is that if a sh

25、ipment is delayed or lost for some reason, the whole factory may have to stop because they dont have one little part. This is very expensive.Most modern industries try to keep inventory as low as possible, but when they adopt just-in-time inventory control, they try to keep at least some extra in st

26、ock for emergencies:（分数：6.00）(1).In a planned economy it was often difficult to secure spare parts, _.（分数：1.00）A.so many companies manufacture them all by themselvesB.so many companies have to stop the production lines while waitingC.so many companies place large orders for emergenciesD.so many comp

27、anies feel quite headache about this problem(3).Just-in-time inventory control system _.（分数：1.00）A.is adopted in most modern industriesB.is adopted only in very small companyC.is adopted only by some peopleD.is adopted long long time ago(4).As an economy moves from a planned economy to a market econ

28、omy _.（分数：1.00）A.the companies pay more attention to moneyB.the companies care more about productionC.the companies hae great emphasis on finished productsD.the companies dont know what to do(5).A large supply of spare parts is very expensive, so a company _.（分数：1.00）A.will try to keep as many as it

29、 canB.will try to keep as low as it canC.will try to make them all by itselfD.will try to deliver it quickly(6).Inventory is an important part of the cost of doing business _.（分数：1.00）A.just in the joined-venture companiesB.in any companyC.in state-owned companiesD.in private-owned companies四、BPART

30、FOUR/B(总题数：1，分数：15.00)Read the text below about brokers.Choose the best word to fill each gap, from A, B, C or D.For each question 1933 mark one letter (A, B, C or D) on your Answer Sheet.There is an example at the beginning.BBrokers/BBrokers neither physically handle products being distributed nor

31、work on a continuingU (19) /Uwith their principalsU (20) /U, a broker is an independent wholesaling middleman that brings buyers and sellers together and provides market information to either party. M0st brokers work for sellers, U(21) /Ua small percentage represent buyers.Brokers have no authority

32、to set prices. They simply negotiate a sale and leave it up to the seller to accept orU (22) /Uthe buyers offer. They also furnish considerable market informationU (23) /Uprices, products, and general market conditions.Because of the limited services provided, brokers receive relatively small commis

33、sions5 percent or less. U(24) /U, brokers need to operate on a low-cost basis.Food brokersU (25) /Ubuyers and sellers of food andU (26) /Ugeneral-merchandise items to one another and bring them together to complete a sale. They are wellU (27) /Uabout market conditions, terms of sale, sources of cred

34、it, price setting, potentialU (28) /U, and the art of negotiating. They do not actually provide credit but sometimes store and deliver goods. Brokers also do notU (29) /Ugoods and usually are not allowed to complete a transactionU (30) /Uformal approval. Like other brokers, food brokers generally re

35、present the seller, who pays their commission.Food brokers, U(31) /Umanufacturers agents, operate in specific geographic locations and work for a limitedU (32) /Uof food producers within these areas. Their sales force calls on chain-store buyers, store managers, and institutional purchasing agents.

36、Brokers workU (33) /Uwith advertising agencies. The aver age commission for food brokers is 5 per cent of sales.（分数：15.00）A.basicB.basicalC.basicallyD.basisA.Instead ofB.InsteadC.SoD.ThereforeA.for exampleB.as a resultC.sinceD.althoughA.raiseB.takeC.rejectD.lowerA.regardsB.in relationC.with regardD.

37、regardingA.HoweverB.ThereforeC.For instanceD.BecauseA.introduceB.to introduceC.takeD.bringA.relatingB.relateC.to relate toD.connected withA.informed ofB.informingC.knownD.informedA.sellersB.peopleC.buyersD.agentsA.take title toB.take title ofC.have title forD.give the title toA.withB.haveC.in the po

38、ssession ofD.withoutA.alikeB.tikeC.resembleD.look likeA.numberB.sumC.amountD.quantitiesA.closeB.looseC.closelyD.closer五、BPART FIVE/B(总题数：1，分数：12.00)Read the text below about how to order products.In most of the lines 4152 there is one extra word. It is either grammatically incorrect or does not fit

39、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 on your Answer Sheet.BSpecial Products Co. How to Order/BOur speciality is our convenient catalogue system. Instead o

40、fSpending time going to a shop, you simply order it direct from us.34. Ordering is easy and delivery fast. Once received, your order will35. normally be dispatched within 72 hours. We will inform to you36. immediately should any items be out of stock. If you are not happy37. with your purchases plea

41、se return them to us within the 15 days in their38. original packaging and we will return you for in full. Quality is our main39. Criterion. Each item is under unconditionally guaranteed for 6 months.40. You will receive a receipt and with your order which is your guarantee.41. In the unlikely event

42、 of damage to an item during delivery, should please42. contact with us immediately on 0197 3101772 and we will arrange for43. its return or replacement.44. All prices and promotional45. offers are valid until 30th September.（分数：12.00）(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:_填空项 1:_填空项

43、 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_六、BWRITING/B(总题数：2，分数：10.00)1.BPART ONE/BYou are the Purchasing Manager for a large company. Last month you decided to look for a new supplier for the stationery and office equipment that your company uses. You have found a new supplier, Compass Office Goods Ltd. Writ

44、e a memo to your companys department heads: explaining why you looked for a new supplier. saying who the new supplier is. asking for feedback about the goods that they supply. Write 4050 words.（分数：5.00）_2.BPART TWO/BYour company needs new office places You have been asked to look at two warehouse pr

45、operties, after adverts for these properties were sent to you by a commercial property agent, During your visit, you made notes on the adverts. Then, using all these handwritten notes you have made, write a short report for your Managing Director, saying which property you think your company should

46、buy. Do not include postal addresses. Write 120140 words on a separate sheet. *（分数：5.00）_七、BLISTENING/B(总题数：1，分数：4.00)BPART ONE/BYou will hear three conversations.Write down one or two words or a number in the numbered spaces on the forms below.After you have listened once, replay each recording.BConversation One/BLook at the note below.You will hear some information about a man.From the conversation, we know that he was born inU (1) /U, India.2. He started school in England when he isU (2) /Uyears old.3. He studiedU (3)