剑桥商务英语高级-102及答案解析.doc

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1、剑桥商务英语高级-102 及答案解析(总分：156.00，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：8.00)A The Speech of the PresiderThe presiding over meetings is one of the communicative activities at international academic conferences. In the simulated international academic conference, special attention should

2、be paid to the training of the students in this aspect. Specifically, we have introduced to the students the basic requirements and major responsibilities of the presider of a conference, for example, to learn about the overall procedures, to familiarize them with the order of presentationthe names,

3、 nationalities, and subjects of the speakers, to inquire about the speakers information, major points of the introduction, signals of the time control, etc.B ConferenceConference is a kind of formal meeting, often lasting for a few days. It is organized on a particular subject to bring together peop

4、le who have a common interest. At a conference, formal discussions usually take place. Comparatively, conference generally refers to a specialized professional or academic event. We can say, for example, “Mr. Smith attended a conference on environmental protection in Beijing last week“.C BarcelonaTh

5、e first thing that strikes you about Barcelona is its extraordinary architectural beauty. Just to discover the narrow, twisting streets and hidden squares of the old quarters is worth a trip in itself. A good way to get an initial idea of the citys character is to take a leisurely walk along Las Ram

6、blas, a series of five short streets connecting the port area with the town. Its best during the early evening when its filled with young people out for a promenade. Exchanging greetings and flirting mildly, they stroll up and down for hours, pausing occasionally at an outdoor care for a gossip. Pre

7、dictably enough, the citys red light area occupies the lower end near the port, and is best avoided after dark.D Protection Versus DevelopmentIt is quite incredible to see the speed with which a wild, unspoiled beauty spot can be transformed into a commercial eyesore. Look at the map of the worlds t

8、ourist destinations today, and think back to those same places only a few years ago, and youll see what I mean. Of course, Im a bit of a hypocrite about this. I want to be able to visit those natural paradises and, I have to admit, find somewhere to sleep and something to eat and drink once Ive got

9、there. What I dont want is for anyone else to be able to do the same, or at least not in enough numbers to change the place. So if you wish to accuse me of individualistic elitism, go ahead. I dont mean to be selfish, but I cant bear the idea of another concrete monstrosity taking over from nature,

10、of recorded pop music replacing the natural sounds of the mountains, of ice-cream and silly T-shirts being pushed at me when all I want is to enjoy the non-man-made world. I suppose the answer to this dilemma is careful, limited development, but experience seems to show that stopping the forces of c

11、ommercialization is more difficult than preserving the environment for future generations.E ProtectionProtectionism appears to be a part of human nature, like the instinct for survival, we automatically try to protect what is ours, be it our family, our culture, our livelihood, our country, our weal

12、th or anything else we call “ours“. It has been fashionable to talk about protectionism in economic terms ever since the reconstruction and development after the Second World War, but this is merely jargon for a well-known human characteristic. In economics, the term is often used in a negative wayo

13、ne country accuses another of “protectionist“ practices that prevent the first country from freely selling its goods to the second, but it can be a negative idea in other contexts, too.In many parts of the world, a village, region or cultural group has refused development because it wants to protect

14、 its people, resources, way of life etc. from outside influences, from being “spoiled“. In many cases, this has led not to the preservation of something worthwhile, but to the decline of what was to be protected. A concrete example of this can be seen in the number of rural villages in Europe that a

15、re disappearing, not because they have been developed out of existence but because the young people have left in search of education, work and other opportunities and the old people are left to die in the life and surroundings that were “protected“ from the encroachments of the modern world.（分数：8.00

16、）(1).They are asked to pay attention to inviting speeches, coordinating divergence, maintaining order, controlling the time, activating the atmosphere.（分数：1.00）填空项 1:_(2).In economic terms, it is fashionable to talk about it.（分数：1.00）填空项 1:_(3).It is a meeting held at the international level, with t

17、he participants coming from different countries.（分数：1.00）填空项 1:_(4).They speak their own language, Catalan, which is more influenced by French than Spanish.（分数：1.00）填空项 1:_(5).In the presentation of academic papers our emphasis is placed upon it.（分数：1.00）填空项 1:_(6).It is Spain at its most urbane, fo

18、rward-thinking and high living.（分数：1.00）填空项 1:_(7).Preserving the environment is more easier than stopping the forces of commercialization.（分数：1.00）填空项 1:_(8).We should protect our way of life.（分数：1.00）填空项 1:_三、PART TWO(总题数：1，分数：6.00)The Development of the Shoe IndustryFrom 1900 until 1940s, approxi

19、mately 400 shoe manufacturers were operating in New England by 1985, only 10 percent remained. Despite the market pressures, Murrayhill remained profitable and had even diversified its distribution channels by establishing direct mail cataloging in the late 1970s. Murrayhill survived by producing a

20、premium-quality product that was difficult to duplicate and that appealed to a narrow market segment willing to pay high prices for Murrayhill quality. As fashion became a more important component of mens shoe purchasing behavior and casual styles became more popular; the company broadened its produ

21、ct line to include several fashionable and light-weight styles that retained the famous Murrayhill quality . (9) In 1985, the mens premium shoe market was considered to include brands with a price range of $75 or higher. Murrayhill, Inc. Johnston Murphy, E. T. Wright Company, Alien Edmonds, and Flor

22、sheim were the major domestic manufacturers producing premium shoes.Measuring market share within the industry was difficult because so many of the manufacturers were private companies, like Murrayhill. (10) Alien Edmonds, headquartered in Wisconsin, relied primarily on nonproprietary retail outlets

23、 for its distribution. Its advertising was sizable, with expenditures in $1 million to $ 2 million range. (11) Alien Edmonds also operated a small direct mail catalog business, the majority of whose costs were handled by Edmondss retail accounts. E. T. Wright Company, headquartered in Massachusetts,

24、 operated an extensive direct mail business and, like Murrayhill, relied on non-proprietary distribution. (12) Florsheims product line covered several price points, including those in the premium market. Florsheim was, by far, the strongest competitor, with an estimated market share of 18 percent an

25、d both non-proprietary retail distribution channels. Hanover, a medium-priced shoe manufacturer, also was noted for its direct distribution system. (13) Imports accounted for a 50 percent share of the total mens shoe market. Bally, the strongest competitor, was the leading imported brand in this mar

26、ket before 1975 and maintained a market share of close to 25 percent at that time. By 1985, other imported brands included Baker Benjes, Cole Ham, Ferragamo, Bruno Magli, and Churchs. (14) Most of the imported brands were lighter in weight and designed to appeal to more fashion-conscious consumers.

27、A. The continued labor intensity of shoe manufacturing made the industry vulnerable to lower priced imports. B. In addition, these companies were not always in direct competition because distribution channels differed. C. Despite the market pressures, Murrayhill remained profitable and had even dive

28、rsified its distribution channels by establishing direct mail cataloging in the late 1970s. D. Johnston Murrayhill, on the other hand, operated proprietary retail outlets and experimented in the mail order business for both mens and ladies premium shoes. E. Most of this was spent promoting brand nam

29、e awareness to consumers. F. The company owned over 100 proprietary retail stores, operated a successful mail order business, and produced private label footwear forJ.C. Penney Sears, Roebuck department stores. G. The imported products differed from the domestic premium brands, however. H. Nonethele

30、ss, Murrayhill faced several strong domestic competitors and unrelenting price competition from imports.（分数：6.00）填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_四、PART THREE(总题数：1，分数：6.00)Murrayhills principal distribution channel until 1979 was a network of approximately 450 nonproprietary retail outlets

31、 throughout the United States, many of which also sold other brands of mens premium shoes. Murrayhills shoes were sold wholesale to retailers at approximately 50 percent of the suggested retail price. Price increases usually were announced in February or August. The company did not offer its retail

32、accounts quantity discounts.Because producing high-quality mens shoes demanded highly skilled labor and specialized facilities, Murrayhills entire product life had been manufactured at the companys facility in Lynn, Massachusetts, throughout most of the companys history. As consumer preferences chan

33、ged and fashion became more important in mens shoes during the 1970s, Murrayhill began contracting with outside manufacturers to produce casual shoes that matched Murrayhills quality and feature specifications yet could extend the brands franchise to a younger age group. Murrayhills executives label

34、ed these styles “outside“ shoes, while those manufactured at the Lynn plant were called “inside“ shoes. In 1985, the average prices the retailer paid Murrayhill for a pair of inside shoes was $ 52 and, for a pair of outside shoes, $ 34. Variable manufacturing costs per pair of inside shoes were $ 40

35、. The average cost of a pair of outside shoes to Murrayhill was $ 28.Murrayhill sold approximately 160 inside shoe styles and 56 styles made by outside manufacturers. Since there were 80 sizes to each style, Murrayhills total SKUs numbered around 17,280, and it carried an inventory in stock of over

36、64,000 pairs. Both internal and external production schedules (styles not included in its regular product line, manufactured to the specification of a retailer) for a particular retail account.Each of Murrayhills 16 salespeople was assigned a geographic territory and was responsible for retailer sal

37、es and service with the area. Salespeople also were expected to perform “previews“ at the beginning of fall and spring seasons as a method of increasing both consumer and trade sales. Previews consisted of a sales presentation at retail store, where the Murrayhill salesperson would display and expla

38、in the companys entire line, to store customers. During the preview, the customer was offered a price promotion of $10 off any pair of Murrayhill shoes. The retailer was responsible for absorbing the cost of the promotion, while the cost of advertising placed to stimulate retail traffic during the p

39、review was shared between Murrayhill and the retailer. The Murrayhill salesperson would spend time with the retailers salespeople and customers describing the quality and comfort of Murrayhill shoes.Company management believed that consumers were likely to “trade up“ to a higher-priced brand if they

40、 understood the features and benefits of premium shoes. The managers believed that retail salespeople often missed sales opportunities by assuming that casually dressed customers would not buy expensive high-quality shoes, and one of Murrayhills goals was to have retail salespeople try a pair of Mur

41、rayhill shoes on every customer. For some Murrayhill retail accounts, dose to 30 percent of annual sales were made during the fall and spring previews.Murrayhill management tracked the sales of every shoe style. If sales of a particular style slowed, management might elect to replace only the middle

42、 sizes, ensuring that Murrayhill would end up with the most popular sizes of a style before the style was terminated or “closed out“.Established retail accounts had the option of purchasing close-outs at a 30 percent discount from the regular wholesale price.A list of close-outs was sent to retail a

43、ccounts twice each year. Retailers would often try to sell these styles at full retail price to increase their unit margins, then mark them down, as necessary. Close-outs accounted for unit sales of 5,500 to 6,500 oairs of Murravhill shoes oer vear.（分数：6.00）(1).Murrayhills internal SKUs numbered _.（

44、分数：1.00）A.12,800B.4,480C.17,280D.64,000(2).The duty of the 16 salespeople sent by Murrayhill was to be _.（分数：1.00）A.retailer sales and service with the areaB.retailer sales and service with the area and performing “preview“C.displaying and explaining the companys entire line to store customersD.abso

45、rbing the cost of the promotion(3).Which of the following is NOT true?（分数：1.00）A.Customers paid a higher price for a pair of shoes during the “preview“.B.The cost of advertising to excite retail trade during the “preview“ was paid for by both Murrayhill and the retailer.C.Consumers would possibly bu

46、y premium shoes if they know their features and benefits.D.The fall and spring previews benefit some Murrayhill retail accounts a lot.(4).Retailers sold the close-outs _.（分数：1.00）A.at a lower price than usualB.to poor consumers at full retail priceC.at full retail price and never lower itD.at full r

47、etail price and then at a lower price when necessary(5).Before 1979 _.（分数：1.00）A.the 450 retail stores where Murrayhill shoes were sold were privately ownedB.some of the 450 retail stores sold Murrayhill shoes onlyC.the wholesale price of Murrayhill shoes was much higher than their retail priceD.ret

48、ailers would get discounts if they bought the shoes substantially(6).Why did Myrrayhill begin contracting with outside manufacturers to produce casual shoes?（分数：1.00）A.Because Murrayhill wanted to assure consumers of the quality of the shoes.B.Because producing high-quality shoes needed high skills.C.Because consumer preferences had changed and fashion became more important.D.Because Murrayhill wanted to sell the shoes at a lower pric五、PART FOUR(总题数：1，分数：10.00)Monopoly is one off the peculiar (21) which can affect the sale and purchase of certain commodities. In some markets, t