剑桥商务英语高级-152及答案解析.doc

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1、剑桥商务英语高级-152 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：8.00) Which extract (A, B, C, D, or E) does each statement (1-8) refer to? For each statement (1-8), mark one letter (A, B, C, D, or E) on your Answer Sheet. You will need to use some of these letters more than

2、 once. There is an example at the beginning.A Its official: the heyday of the DVD is over. Walt Disney OEO Robert A. Iger recently implied as much in an analysts callthe only studio boss to suggest public that Hollywood can no longer count on a cash cow that has yielded billions in profits. DVD sale

3、s slid 6.3% last year. While the economy is likely a factor, its also clear that audiences are bypassing DVDs because they have a range of other options, from watching movies and TV shows online to playing video games. As such, Hollywood executives face a conundrum familiar to many CEOs. They have t

4、o prop up a product that is losing momentum, buying time while they rethink their entire business model.B Next-generation Blue-ray discs will give the DVD a lift, but studio bosses still are scrambling to shore up sales. Iger may believe the DVDs best days are behind it, but he too is trying to goos

5、e disc sales. He has been pushing the studio to make more Disney-branded films. Not only are parents more likely to buy Disney DVDs than other movies, but Disney-branded films can be marketed through the companys theme parks, TV channels, and stores. “The Disney brand,“ Iger says, “gives us an advan

6、tage.“C As DVD sales decline, studios are looking for ways to cut costs so they can make more money on each disc. A primary target: the so-called backend deals that give stars and directors a piece of a films revenues. Increasingly, executives are insisting that a film must break even before the stu

7、dio will share proceeds. Sony Pictures Entertainment is forging such deals, “we can no longer afford to give away money when we cant be sure what the DVD sales are going to be“, says studio chief Michael Lynton.D Right now, most studios are taking baby steps. Rather than waiting weeks between the re

8、lease of the DVD and the online and cable versions of a movie, Warner Bros. and others are releasing a select few simultaneously. The aim is to entice teens and others who arent buying DVDs. There also are moves afoot to let TV viewers download movies after they have opened in theaters but before th

9、ey go on sale as DVDS. The idea, says Fox Filmed Entertainment Co-Chairman James Gianapulos, is to charge a premiumsome in the industry have said as much as $40for an early viewing of a high-definition flick.E Paramount arguably has gone the furthest: Its premiering movies on the Web. Last year it s

10、treamed the comedy Jackass 2.5 on Blockbusters site for free. The 64-minute film attracted 15 million viewers. It generated word of mouth, says Paramount, helping the studio sell the movie through a variety of sites. “You can use the Internet to launch a film like you use a movie theater,“ says the

11、studios digital czar, Thomas Lesinski, who plans to produce more low-budget flicks for the Web.（分数：8.00）(1).Studios have found new ways to make more profits without the sales of DVD.（分数：1.00）填空项 1:_(2).Some CEOs are betting on the company brand to prop up DVD sales.（分数：1.00）填空项 1:_(3).To change the

12、awkward situation of DVDs, it is an effective option for some companies to turn to the net for help.（分数：1.00）填空项 1:_(4).Studio managers are struggling with DVD sales, even if there are some new editions.（分数：1.00）填空项 1:_(5).The present situation of DVD sales is changing the means of profit distributi

13、on.（分数：1.00）填空项 1:_(6).DVD sales are great influenced by some other available entertaining choices.（分数：1.00）填空项 1:_(7).Taking advantages of website would probably promote DVD sales.（分数：1.00）填空项 1:_(8).The great decrease of DVD sales has brought many CEOs a big headache and an alarming warn.（分数：1.00）

14、填空项 1:_三、BPART TWO/B(总题数：1，分数：6.00) Choose the best sentence from the opposite page to fill in each of the gaps. For each gap (9-14), mark one letter (A-H) on your Answer Sheet. Do not use any letter more than once. There is an example at the beginning.When 10 IBM management trainees piled into a mi

15、nibus in the Philippines for a weekend tour last October, the last thing they expected was to wind up local heroes. Yet thats what happened in the tiny village of Carmen. After passing a water well project, they learned the effort had stalled because of engineering mistakes and a lack of money U U 1

16、 /U /UThey organized a meeting of the key people involved in the project and volunteered to pay $250 out of their own pockets for additional building materials. Two weeks later the well was completed. Locals would no longer have to walk four miles for drinkable water. And the trainees learned a less

17、on in collaborative problem-solving. “You motivate people to take the extra step, you created a shared vision, you divide the labor, and the impact can be big“, says Erwin van Overbeek, 40, who runs environmental sustainability projects for IBM clients.While saving a village well wasnt part of the g

18、roup agenda for that trip, its the kind of experience the architects of IBMs Corporate Service Corps had in mind when they launched the initiative last year. Modeled on the U.S. Peace Corps, the program aims to turn IBM employees into global citizens U U 2 /U /UThose people were then trained and dis

19、patched to emerging markets for a month in groups of 8 to 10 to help solve economic and social problems. The goal, says IBMs human resources chief, is to help future leaders “understand how the world works, show them how to network, and show them how to work collaboratively with people who are far a

20、way.“Like most corporations, IBM trains managers in classrooms, so this represents a dramatic departure, while other companies encourage employees to volunteer for social service, IBM is the first to use such programs for management training, says Rosabeth Moss Kanter, a professor at Harvard Busines

21、s School. “This is a big innovation. This kind of active service is a good way to train managers.“ U U 3 /U /UThis year some 500 people will participate, and the list of countries will expand from five to nine, including Brazil, India, Malaysia, and South Africa. The teams spend three months before

22、going overseas reading about their host countries, studying the problems theyre assigned to work on, and getting to know their teammates via teleconferences and social networking Websites. On location, they work with local governments, universities, and business groups U U 4 /U /UParticipating in th

23、e program is not without its risks. Charlie Ung, a new-media producer from IBM Canada, got malaria while working in Ghana and spent a week in the hospital U U 5 /U /UIBM planners deliberately choose out-of-the-way places and bunk the teams in guest houses that lack such amenities as Western food and

24、 CNN. “We want them to have a transformative experience, so theyre shaken up and walk away feeling theyre better equipped to confront the 21st century.“ says Kevin Thompson, the IBMer who conceived of the CSC program and now manages it.IBM concedes that one month overseas is a short stint, but it be

25、lieves participants can pick up valuable lessons. Debbie Maconnel, a 45-year-old IT project manager in Lexington, Ky., says the trip prompted her to change her management style U U 6 /U /UShe used to give assignments to the overseas employees and then leave them on their own. Now she spends more tim

26、e trying to build a global team.A. The program is growing rapidly.B. It has set up a Peace Corps-like program that aims to turn top management prospects into global players.C. The IBMers decided to do something about it.D. It was coordinated with activities of 13 people in the U.S. and 12 in India,

27、Mexico and China.E. Anything there would be done from upgrading technology for a government agency to improving public water quality.F. Other participants report encounters with wild dogs in Romania.G. Last year, IBM selected 300 top management prospects out of 5,400 applicants.H. Yet thats what hap

28、pened in the tiny village of Carmen.（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、BPART THREE/B(总题数：1，分数：6.00) For each question (15-20), mark one letter (A, B, C, or D) on your Answer Sheet.B Online Ads/BAfter a decade of experimentation, companies have yet to find a reliable way to burnish

29、their brands online. Research shows barely more than 1 in 1,000 people click on banner ads. Whats more, they rarely hang around long enough to absorb a brand message. Former Madison Avenue hotshot Matt Freeman aims to change all that. Freemans company, Beta-wave, is developing ways to boost visitor

30、“engagement“ and plans to charge advertisers not just by each click or view but also by peoples attentiveness. The concept is untested, but it has generated excitement. Several venture capital shops in December put $22.5 million into Beta-wave. “Matts ahead of the curve,“ says Sean Finnegan, chief d

31、igital officer at Starcom Media Vest, which buys ads for Coca-Cola, Procter & Gamble, Nintendo, and others.Mad Ave was shocked when Freeman quit as Tribal DDB Wordwides boss in June to run a small company called GoFish. Tribal is widely considered to be one of the most successful creators of online

32、ads anywhere. GoFish, on the other hand, sold ads on a handful of lesser kids sites, such as Mini-clip, which hosts online video games, and Cartoon Doll Emporium, where kids play dress-up with avatars. Yes, GoFish, known in the industry as an ad network, had a good reputation among advertisers looki

33、ng for a cheaper alternative to sites run by Disney and Nickelodeon. But it was in debt, its stock traded over the counter, and it was losing millions a year.Freeman, who has since renamed the company Beta-wave, says he took the job because he saw unrealized potential. “GoFish was a tiara in the toi

34、let.“ he says, noting that the sites Beta-wave represents share a valuable audience: kids aged 6 to 17 and their morns. The 25 million people who stop by Beta-wave sites each month spend an average of 15 minutes per visit vs. nine at Facebook, according to industry tracker Comscore. That “stickiness

35、“ has prompted Dellogg, Hasbro, Nintendo, and others to buy ads.Still, Freeman knows companies want more evidence to prove that their ads are working. “Advertisers always say, why am I paying for reach when what I want is peoples attention?“ Thats why he aims to charge not only for clicks on ads but

36、 also for how long people spend on a page and for how much they interact with the brand on a deeper level.To make that happen, Freeman is borrowing from television, which has been shoring up its prospects with “band integrations“advertisers can weave their products and messages into the shows themse

37、lves. In mid-February, Freeman launched something called Beta-wave TV. Essentially an online video player, the links of which can be found on many sites, it provides a distribution platform through which clients can integrate their messages into original shows.For the first such experiment, Freeman

38、has enlisted Raven Symone. The Disney twin star will appear in a video and provide style tips that likely will include nods to certain products. Viewers will be directed to WeeWorld, where they will be able to conduct a makeover on a Symone avatar. Freeman plans to charge sponsors a production fee t

39、o set up sites like the Symone makeover game. Advertisers also would pay based on the number of people who log in, the number of games played, or a combination of the two.Beta-waves success depends on whether visitors are drawn into the branded games and other content or simply watch what they want

40、and move on. But for now, at least, Freeman has the advertising worlds attention.（分数：6.00）(1).From the first paragraph, we could learn that Freemans aim is A. to develop new ads for his new company. B. to produce and sell online ads to other companies. C. to charge advertisers for consumer engagemen

41、t. D. to attract more people to invest money in his company.（分数：1.00）A.B.C.D.(2).What did Freeman do to confuse Madison Avenue greatly? A. He developed new ads for a great number of famous companies. B. He attracted a lot more peoples attention on online ads. C. He charges advertisers not only by cl

42、ick or view on ads on the website. D. He quit as a boss in a promising company and opened a small company himself.（分数：1.00）A.B.C.D.(3).The websites Betaware represents mainly draw attentions of A. parents of kids aged 6 to 17. B. a valuable audience to stop by Betaware sites every week. C. 25 millio

43、n people who would check on Betaware sites monthly. D. 25 million kids aged 6 to 17 and their moms to spend nine minutes at Facebook.（分数：1.00）A.B.C.D.(4).Why Freeman charge not only for clicks on ads but also peoples attentiveness? A. Companies are eager to see the effect of their ads directly. B. C

44、ompanies want to reduce the cost on the online ads. C. He knows how to deal with advertisers questions. D. He plans to attract more peoples attention on his website.（分数：1.00）A.B.C.D.(5).According to paragraph five, what does Freeman do to carry out his plan? A. He renamed his company Beta-wave. B. H

45、e set up something of his own company using TV as a media. C. He enlisted GoFish for his first experiment. D. He created a distribution platform for clients to check out their ads.（分数：1.00）A.B.C.D.(6).What can you infer from the whole passage? A. Beta-wave is considered to be the most successful ads

46、 company. B. We will probably see some popular stars in the videos made by Beta-wave. C. Beta-waves success depends on how many people attention and clicks are drawn in online ads. D. Freeman plans to charge sponsors to set up sites like Beta-waves.（分数：1.00）A.B.C.D.五、BPART FOUR/B(总题数：1，分数：10.00) Cho

47、ose the best words or phrases to fill each gap from A, B, C, or D on the opposite page. For each question (21-30), mark one letter (A, B, C, or D) on your Answer Sheet. There is an example at the beginning.Matching Prices to Demandin Real TimeCan an ice cream shop charge more for a cone on a hot day

48、? Should a parking space get U U 1 /U /Uas the garage fills up?Boston Consulting Group senior adviser George Stalk believes business canand shouldcharge according to U U 2 /U /U. The idea builds on a longtime strategy most U U 3 /U /Uthe airline industry, called yield management, in which carriers U U 4 /U /Uprices as planes fill up. The consulta