剑桥商务英语中级-71及答案解析.doc

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1、剑桥商务英语中级-71 及答案解析(总分：85.00，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)AAccess DatabasesThis seminar teaches you how to design and implement a smart user interface, giving you a robust, professional application with low maintenance and training requirements. A poorly designed and imp

2、lanted interface can cause excessive support calls, data entry errors and user dissatisfaction. In this seminar youll learn how to do forms tight, youll learn the secrets of how expert Access developers use all of the power of the Access forms design tools and features to build applications users wi

3、ll love.BSQL Server 2000In this seminar, youll learn about the new features you can use in SQL Server 2000. Youll explore the interface changes in Enterprise Manager. Youll learn about the new relational database features. Youll dig into the how and why of user-defined functions. Youll learn how to

4、run multiple instances of SQL Server on the same machine. After this seminar, youll be ready to take full advantage of the rich set of features available in SQL Server 2000.CStored Procedures BasicsIn this seminar, youll learn how to build robust and powerful stored procedures and how they are used

5、to not only improve the performance of database applications, but to help protect critical data as well. Youll learn about input and output parameters, and how to add error handling and transaction processing to the stored procedures that you build. After this seminar, you will understand the many b

6、enefits of stored procedures, and you will feel comfortable using them in the database applications you build.DActiveX AutomationLearn how to use ActiveX Automation, and you can communicate with and control all types of Automation-enabled products and components. This seminar teaches you to exchange

7、 data with and even run commands in other programs. Youll learn how to set up an Automation-enabled application, and how to hook into Word, Outlook, and other products and components. Youll learn how to use Office components to perform tasks such as creating reports, generating charts, and even doin

8、g E-mail.（分数：7.00）(1).The seminar concerns new characteristics of the product.（分数：1.00）填空项 1:_(2).You will learn how the products function in data protection.（分数：1.00）填空项 1:_(3).In this seminar, you will learn how to use data in different programs.（分数：1.00）填空项 1:_(4).The application helps you to red

9、uce costs.（分数：1.00）填空项 1:_(5).The focus of the seminar is the establishment of the products.（分数：1.00）填空项 1:_(6).The seminar teaches you to connect with other application products.（分数：1.00）填空项 1:_(7).What is taught in this seminar will free you from many troubles.（分数：1.00）填空项 1:_三、PART TWO(总题数：1，分数：5

10、.00)Strong playersVideo games let you escape into an alternative reality - something gaming firms know about at first hand. For as other technology firms face stagnant or shrinking markets, the video-games industry seems to inhabit a parallel universe. It has had a bumper year, maybe the best it eve

11、r will. Global sales of games software and hardware will exceed $31 billion this year. This summer, UBS Warburg invested 17% of its model technology portfolio in two games publishers, Electronic Arts and Activision. Gaming, it seems, is recession-proof.The industry is booming because it has its own

12、cycle, as one generation of hardware succeeds another every few years. (8) Games consoles are flying off the shelves. The current line-up is of Sonys PlayStation2, the market leader by far, plus Microsofts Xbox and Nintendos GameCube, which are fighting for a distant second place.Each gaming boom is

13、 bigger than the last. Children who have grown up with games keep on playing, which expands the market. It also increases the players average age: the average American gamer is 28. (9) This shift is reflected in the rise of “mature“-rated games, which now account for 13% of the American market, up f

14、rom 6% in 2001.(10) Many observers are optimistic about the prospects for games sales next year, particularly in America. But the figures suggest that 2002 was the peak of the cycle, and that the market will shrink next year. Other observers expect console sales to grow only slightly next year.Thing

15、s will then cool off until the next generation of consoles appears in 2005. The next peak is not expected until 2007. (11) Both are dwarfed by console gaming at the moment, but are the focus of much activity, and could provide recurring revenues to help smooth out the industrys cyclical nature.Onlin

16、e gaming has got off to a small but promising start in recent weeks with the release of adaptors that link consoles over the Internet. In America, Microsoft sold 150,000 starter kits for its “Xbox Live“ service within a week of its launch last month. Sony says it has signed up 175,000 subscribers to

17、 its rival online service, launched in August. Both services will launch in Europe next year.Gaming on mobile phones is also taking small but crucial steps forward. Todays phones mostly have one or two simple games built in. The latest handsets have colour screens and can download software remotely.

18、 (12) Games take roughly a minute to download, but adding one to a handset is almost as easy as downloading a new ringing tone or screen logo. It is predicted that mobile-gaming revenues will reach $3.5 billion in the next five years; other estimates are higher.A Older players tend to have more disp

19、osable income to spend on games than do teenagers.B Their processing power matches that of the arcade-game machines of the 1980s, so classic games run well.C But how much longer will the good times last?D That cycle, unrelated to the broader economic cycle, is now at or near its peak.E But the indus

20、try has two new tricks up its sleeve, in the form of online and mobile gaming.F They are so wisely designed that they can be connected to any game machines.G It has had a bumper year, maybe the best it ever will.（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)Focus on Your Cus

21、tomerIf you think of the most successful companies around the world - GM, Wal-Mart, IBM, etc. - they all have one thing in common: loyal customers. It can cost ten to twenty times as much to acquire a customer as to retain one, so its easy to understand why customer relationship management is such a

22、 hot concept. But, while everyone understands CRM is a good thing, putting a CRM strategy together isnt easy. The place to start? A customer-driven business model.A customer-driven business model is the most prudent method of ensuring customer loyalty because it fosters a better relationship with ne

23、w and existing customers. Others such as market, price, cost or e-commerce-driven business models may generate profits, but fall short of sustaining a loyal customer base. At the heart of customer-driven business model is a clear understanding of the customer - not just customer trends (although thi

24、s is useful information, too), but the buying habits and history of every one of your customers. This 360-degree view provides analytics from multiple channels (direct, web, fax, E-mail, call center, sales/marketing) and consolidates into a common repository. Monitoring buying habits and tracking ma

25、rket dynamics lets you more effectively market new and existing products and services.If you think this is a daunting task, you arent alone. Because most enterprises dont have a consolidated view of their customers, obtaining customer profit and cost information is often a Herculean effort.Implement

26、ing a CRM solution is usually a huge project with a high probability of failure. Some analysts suggest most businesses underestimate the cost of a CRM Implementation by 4075 percent. In fact, a successful CRM will interface with ERP systems to provide integration with all customer interactions such

27、as order processing, billing. Also, CRM strategies must include commitment and sponsorship from senior management, as it should be deemed a strategic investment that is implemented incrementally and evolutionary.Understanding critical success factors, such as those listed in the “Key to CRM Success“

28、 sidebar, mitigates the risks. First, start with a cultural change that focuses on a customer-centric business strategy. Make sure your organization is well aware of the high cost of customer attrition and is focused on improving retention, increasing loyalty. Understanding and broadcasting the cost

29、 of acquiring new customers versus fostering existing relationships.Second, focus on an enterprise view of the customer that encompasses all customer data, such as communication history, purchasing behaviors, channel preferences, demographics, etc. Understand your customers preferred channels and de

30、termine if theres some way to optimize them.Adopt a flexible architecture that will expand with your business - this is true with any IT project. Never deploy a strategic, costly solution using the big-bang approach. Always take an incremental, evolutionary, or iterative approach. The impact to your

31、 organization can be significant, thus, proceed slowly and ensure the returns on investment measures are in place.（分数：6.00）(1).The first paragraph indicates that loyal customers（分数：1.00）A.help reduce costs of the company.B.are quite common around the world.C.produce huge profits.D.are costly to deve

32、lop.(2).According to the writer, a customer-driven business model ensure customer loyalty by（分数：1.00）A.attaching great attention to customers buying inclination.B.keeping track of what customers have purchased.C.having a panorama understanding of customers.D.launching new products and services quick

33、ly.(3).According to the article, to get customer information is considered to be（分数：1.00）A.an effective marketing method.B.easier if the company adopts a customer-driven business model.C.an impossible task to accomplish by many companies.D.difficult for a company writer an integrated view of custome

34、rs.(4).According to the writer, a CRM implementation fails because（分数：1.00）A.the project is too large.B.it involves strategic investment.C.the implementation is too integrated.D.there is inadequate funds.(5).What is the key factor of reducing the risks of a CRM solution?（分数：1.00）A.Complete customer

35、files.B.Retention of customers.C.Good relationship with customers.D.Broad preferred channels.(6).What can lead to a successful CRM strategy?（分数：1.00）A.Invest enough money in the project at the start.B.Develop the project gradually or repeatedly.C.Be aware of its significant impact on the company.D.D

36、etermine and keep the scale to the en五、PART FOUR(总题数：1，分数：15.00)Make Meetings Work for YouOnly call a meeting if you (and your colleagues) are quite clear about its purpose. Once you are certain of your objective, ask yourself whether it could be better achieved through (19) means, such as a memo. M

37、eetings called on a routine basis tend to (20) their point. Its better to wait until a situation or problem requires a meeting. If in doubt, dont waste time having one.If youre sure a meeting is the solution, circulate a memo several days in advance (21) the time and place, objectives, issues to be

38、discussed, other participants and preparation (22) Meetings should be held in the morning, if possible, when people are usually more (23) , and should last no more than an hour. Six is the (24) number of participants for a good working meeting. Inviting the whole department (more than 10) increases

39、emotional undercurrents such as, “Will my (25) be taken seriously ?“ Larger meetings can be productive as brainstorming (26) for ideas, provided participants can speak freely without feeling they will be judged.A successful meeting always leads to action. Decision should take up the (27) of the meet

40、ing minutes, including the name of the person delegated to each task, and a(n) (28) for its completion. Circulate the minutes after the meeting and again just before the next one.Draw out quieter members of the group. (29) helps create a relaxed and productive atmosphere. Do not (30) out any individ

41、ual for personal criticism - they will either silently (31) , upset and humiliated, or try to come up with excuses rather than focusing on the problems in (32) Save critical comments for a private occasion.If youre talking for more than 50 per cent of the time, youre (33) the meeting.（分数：15.00）A.sel

42、ectiveB.optionalC.practicalD.alternativeA.loseB.meetC.makeD.failA.specifyingB.arrangingC.remindingD.notifyingA.appointedB.designatedC.forecastedD.expectedA.sociableB.alertC.talkativeD.energeticA.rationalB.optimumC.desirousD.effectualA.assumptionsB.decisionsC.suggestionsD.solutionsA.sessionsB.convent

43、ionsC.symposiaD.gatheringsA.amountB.marginC.spaceD.bulkA.timetableB.deadlineC.ultimatumD.planA.MotivationB.AppreciationC.EncouragementD.HumorA.singleB.workC.pointD.figureA.escapeB.retreatC.withdrawD.standA.talkB.kindC.handD.turnA.destroyingB.dominatingC.manipulatingD.conquering六、PART FIVE(总题数：1，分数：1

44、2.00)ABUNDANT ASTA RESOURCESDay in and day out, ASTA helps its members with everything from debit memos to bankruptcy claims on against suppliers to applying for Small34 Business Administration loans. Whatever business problem is facing with you35 chances are someone at ASTA headquarters can offer t

45、he advice or a helping36 hand. A few months ago, ASTA introduced that the Member Care Center as37 an improved method of serving its members. The Member Care Center serves38 as the single source for member record changes, for meeting registrations39 and information requests. We have begun intensive c

46、ustomer service training40 of our Member Care team to ensure that they are fully equipped with to41 answer your questions as more efficiently as possible. Our Member Care team42 meets early every morning for a briefing report on the ASTA and travel43 industry news of the day so they are prepared for

47、 the various calls that may44 come in. If the answer or solution lies in other another ASTA department,45 ASTA has a highly trained staff of professionals are ready to assist you.Heres just a sample of how ASTA departments service oar members on a daily basis.（分数：12.00）填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空

48、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 ONE You are a trainee in Finance Department in Priority Investments Ltd. When Mr Field, Corporate Finance Manager, was at the meeting this morning, a Mr George Biederbeke of Austin Sky-flying Corporation called and showed interest in your investment services. He made an appointment with Mr Field. Write a note to Mr Field: telling him Mr Biederbekes call and his