[外语类试卷]BEC商务英语（中级）阅读模拟试卷146及答案与解析.doc

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1、BEC商务英语（中级）阅读模拟试卷 146及答案与解析 一、 PART ONE 0 Look at the statements below and the article about time management for teams on the opposite page. Which section of the article(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 ne

2、ed to use some of these letters more than once.Example:0 The supervisor runs the whole team for achieving the goal. Tips on Time Management for TeamsA The key to managing time within a team structure is to establish a solid chain of command. Team leaders act as the gatekeepers of project goals and c

3、an help other team members focus on accomplishing project directives within certain time parameters. Moreover, team leaders can set smaller time frames to complete portions of the project and make sure the overall deadline is achieved for the entire project.B The team should meet frequently to discu

4、ss project goals that have been accomplished as well as those directives that still need to be met. This gives the team a self-checking system to see how long it takes to meet certain deadlines and allow everyone an opportunity to contribute ideas towards increased efficiency and effectiveness. Meet

5、ings should be short and simple and allow for short brainstorming sessions and status reports from each team member.C Assign each task within the team project a specific deadline so that all tasks are not due at one time. This allows team leadership time to check each task for completion before the

6、total team project is due. Moreover, it allows room for errors so that in the event that a particular task is not completed properly or in a timely fashion, other team members can step up and remedy the situation.D The more that you can minimise personal stories and conversations during team time, t

7、he more effectively you can manage your time together. Allow for a few minutes before each meeting for team members to chat and catch up and then call the meeting to order. Require all team members to stay focused during the meeting and specifically request that personal conversations be saved for b

8、reaks or until the meeting is over. 1 Team members should often sit down and have a conversation. 2 To finish the whole project on time, team leaders can set up a specific schedule for parts of the project. 3 The expiry date should be a little flexible for some unexpected mistakes. 4 It is acceptabl

9、e for some workmates to have a conversation before the meeting. 5 Each step of the task needs to have a deadline. 6 Every member should state his/her present progress in the meeting. 7 Meetings should not be distracted by private communications. 二、 PART TWO 7 Read this article below about the import

10、ance of corporate public relations. Choose the best answer 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). Corporate Public Relations Corporate public relatio

11、ns is often underestimated by companies. A corporate PR team must work together to provide a variety of resources to a company.(0)G .A corporate PR team must provide experts in their particular field, necessary tools, resources, information, and media relationships. They must be able to provide as m

12、uch information about the company to as many people as possible. Corporate public relations is in charge of finding investors and others that can invest money in your company.【 P1】 _. Most angel investors are looking for different companies to invest in and they will contact some companies that look

13、 promising, but it doesnt hurt to contact them first. Every company wants to increase public awareness about their company, service, or product. Without a good corporate PR team, potential investors could be overlooked and missed. The awareness a corporate PR team raises needs to show the company we

14、ll and build its reputation.【 P2】 _. The more public awareness a person can generate, the better chance you have at increased sales and revenue for the company. The larger the corporation is, the larger the corporate PR team is. A corporate PR team must create effective PR campaigns and implement th

15、em within the organisation.【 P3】 _. Several companies dont create PR campaigns because they dont want to deal the hassle of creating one or the hassle of paying for one. A public relations firm will take care of all your PR needs, but they cost a lot. Utilizing a PR firm will decrease your companies

16、 chances at building an effective PR team within the organization, especially if the PR firm is in charge of handling all the media relations. It is important to create a PR campaign to generate public interest about your company.【 P4】 _. The PR campaign focuses on generating interest for the compan

17、y, service, or product and building upon the reputation of a company.【 P5】_. Every individual on the corporate PR team needs to be trained with excellent written and verbal communication skills since they alone are in charge of the reputation of the company.Example:A A PR campaign needs to identify

18、its target audience and create a campaign that focuses on them.B An excellent PR agent creates press releases and work on contacting the media to create interest in a company, service, or product.C An effective PR campaign takes time, something that most corporations dont have.D A good corporate PR

19、team could identify those investors you may not have been able to find on your own.E It is important to promote the corporate name and build an identity in the marketplace.F A PR campaign is similar to a marketing campaign.G For venture capital, it is extremely important to have a corporate PR team

20、to handle the public attention. 8 【 P1】 9 【 P2】 10 【 P3】 11 【 P4】 12 【 P5】 三、 PART THREE 12 Read the article below about the importance of a name and the questions on the opposite page. For each question(13-18), mark one letter(A, B, C or D)on your Answer Sheet. The Importance of a Name A name canno

21、t make or break a product or company. It was not the name Edsel that doomed Fords ill-fated car brand: the letters IBM, and the words they stand for, were not the critical ingredient in IBMs success. What matters is how well a companys goods or services meet its customers needs. Having said that, ho

22、wever, we contend that a well-chosen name can give a company a decided marketing edge over comparable competitors, and that the branding effect of a strong corporate name can be especially important for service companies. Why? Because in services the company name is the brand name. Services do not l

23、end themselves to individual branding the way tangible products do. Goods can be positioned and marketed with specific, appropriate brand names: Pampers, Alka Seltzer, Black flag. Consumers may be loyal to such brands without ever knowing that the goods came from Procter & Gamble, Miles Laboratories

24、, and American Home Products. Although a service vendor may have a variety of offerings first class, business class, and coach: or checking accounts and loan services consumers tend to perceive all of them as components of a single brand. Think of such business as Avis, Federal Express, and holiday

25、Inns, each conjures up an overall brand image. For this reason, selecting a name for a service organisation can be critical to a total marketing strategy, especially for new companies in very competitive markets and for companies expanding their range of services or their geographic reach. Anyone ca

26、n cite examples of successful companies with lackluster names: performance, after all, is primary. So how important, really, is a service brand name? The answer is that strong branding can accelerate market awareness and acceptance of a high-quality service, while weak branding can accelerate failur

27、e for a poorly conceived or delivered service. It was widespread skepticism about the strategy that turned the name into a lightning rod for criticism. To be sure, one can find flaws with the name. When introduced, it was defined as a combination of “allegiance“ and “ aegis“, and the very fact that

28、it needed to be explained and its pronunciation make clear signaled a problem. But this is hindsight. Had the strategy been sound and well executed, we obviously would not be citing Allegis as a flawed brand name. Federal Express furnishes a contrasting example. We can now say that this is a strong

29、and appropriate brand identity: Express delineates the nature and speed of the service, and Federal suggests a far-flung, perhaps governmentally sanctioned enterprise. But without its superlative ability to track and deliver parcels, and without its courteous employees and its professional-looking u

30、niforms, trucks, envelopes, and advertising, the Federal Express brand would not be an example of excellence. The name was part of an overall operating strategy backed up by a sophisticated, cohesive branding program. Are there any hard-and-fast rules for naming a service company? Beyond avoiding ob

31、vious negative connotations, there are no absolute. A strong service brand should immediately identify the service supplier and distinguish it from competitors. The customers could recognise the service benefit instantly from the brand name and understand, use and recall it with ease. A service comp

32、any will obtain more advantages if its name is broad enough to cover not just the organisations current business but also foreseeable expansions. 13 The first paragraph implies that （ A） Edsel was not a good name, so it broke Fords car brand. （ B） the name IBM helped its company succeed. （ C） a prod

33、uct fails because of its quality, not because of its name. （ D） the name couldnt meet customers needs. 14 A well-chosen name is important to a service company because （ A） it gives a company an advantage to compete with others. （ B） it shows the difference to its competitors. （ C） it could broaden t

34、he market of a company. （ D） the company name is the brand name in service. 15 The difference between the name of a service company and those of other companies is that （ A） the products are tangible but services are not. （ B） the name of a service company is a companys image but the names of other

35、companies are not. （ C） customers are loyal to brand names of products but are not to names of services. （ D） brand names can help service companies to expand their business but cannot help other companies in this aspect. 16 What can a good service brand name do? （ A） It can accelerate market awaren

36、ess. （ B） It can improve the quality of its products. （ C） It can offer successful performance. （ D） It can find the flaws of a strategy. 17 Federal Express is a strong and appropriate brand name because （ A） it describes the nature and speed of the service and also suggests a governmentally approve

37、d enterprise. （ B） it makes the superlative ability to track and deliver parcels, courteous employees and professional-looking uniforms. （ C） it is a lightning rod for criticism. （ D） it is a combination that doesnt need explanation. 18 A strong service brand name should have the following character

38、istics except （ A） distinctiveness. （ B） flexibility. （ C） relevance. （ D） cohesiveness. 四、 PART FOUR 18 Read the article below about the customer retention. Choose the best word to fill each gap from A,B,C or D on the opposite page. For each question(19-33), mark one letter(A, B,C or D)on your Answ

39、er Sheet. There is an example at the beginning(0). Customer Retention Is Made Possible by Internet Marketing It is indeed true that customer retention is made possible by Internet marketing. The purpose of Internet marketing consists not only(0)A roping in new customers to the business but also reta

40、ining the existing customers. This is possible only if the firm【 C1】 _to some vital methods of customer【 C2】 _. Sales process doesnot end just by selling a product to a customer. On the other hand customer satisfaction and customer service are two vital【 C3】 _of Internet marketing. Make the customer

41、 come back to your website again. This has been the【 C4】 _of Internet marketers over the years. How to make the customers come back to the business website again? There are two important ways of doing it. The customer should be shown【 C5】 _regard when he visits your business website for the first ti

42、me. He should be given all necessary information about the product and if needed, he should be【 C6】 _to try the product for free for a specific period of time. Secondly he should be provided with customer service to a great【 C7】 _even without being asked for. Many customers in the【 C8】 _have respond

43、ed very well to impeccable customer【 C9】 _. They certainly will come back to the business website to buy more and would【 C10】 _the product to others as well. 【 C11】 _of more profits through the base of existing customers is the goal of Internet marketing. Hence customer value cannot be overlooked. C

44、ustomer relationship management is the key to success in Internet marketing. Many Internet marketing【 C12】 _vie with one another in the aspect of customer relationship management. Hence it is【 C13】 _that customer retention is more important than the actual【 C14】 _of the product. It has been found re

45、cently that customer retention is made possible by Internet marketing【 C15】 _than offline marketing procedures.Example:A in B on C at D by 19 【 C1】 （ A） refers （ B） adheres （ C） attaches （ D） insists 20 【 C2】 （ A） retention （ B） detention （ C） intention （ D） dictation 21 【 C3】 （ A） fields （ B） aspec

46、ts （ C） insects （ D） respects 22 【 C4】 （ A） purpose （ B） aim （ C） target （ D） goal 23 【 C5】 （ A） faultless （ B） meaningful （ C） correct （ D） impeccable 24 【 C6】 （ A） vowed （ B） allowed （ C） received （ D） accused 25 【 C7】 （ A） levitation （ B） level （ C） competition （ D） extension 26 【 C8】 （ A） back （

47、 B） past （ C） case （ D） future 27 【 C9】 （ A） device （ B） providence （ C） service （ D） slice 28 【 C10】 （ A） remark （ B） reveal （ C） recommend （ D） reproduce 29 【 C11】 （ A） Absence （ B） Accumulation （ C） Assessment （ D） Attainment 30 【 C12】 （ A） theories （ B） concerns （ C） products （ D） opinions 31 【

48、C13】 （ A） understood （ B） agreed （ C） acknowledged （ D） aquired 32 【 C14】 （ A） marketing （ B） impressing （ C） selling （ D） notifing 33 【 C15】 （ A） worse （ B） less （ C） safer （ D） better 五、 PART FIVE 33 Read the following ad on cultural awareness programme. In most of the lines(34-45), there is one e

49、xtra word. It either is 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. The exercise begins with two examples(0 and 00). Cultural Awareness Programme0 To succeed in todays global market place, it is essential to learn of as much as possible00 about culture in