[外语类试卷]BEC商务英语(高级)阅读模拟试卷126及答案与解析.doc
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1、BEC商务英语(高级)阅读模拟试卷 126及答案与解析 一、 PART ONE 0 Look at the statements below and the five extracts about different advertisements from newspaper articles on the opposite page. 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 An
2、swer Sheet.You will need to use some of these letters more than once.There is an example at the beginning(0).Example:0 A small store horizontally merges with another one, the effect on the market may be little. AIn terms of efficiency, not size, the advertising industry is only now starting to grow
3、out of its century-long infancy, which might be called “the Wanamaker era“. It was John Wanamaker, a devoutly Christian merchant from Philadelphia, who in the 1870s not only invented department stores and price tags(to eliminate haggling, since everybody should be equal before God and price), but al
4、so became the first modern advertiser when he bought space in newspapers to promote his stores. He went about it in a Christian way, neither advertising on Sundays nor fibbing(thus minting the concept of “truth in advertising“).BThe website is readily available to any consumer with a computer, and i
5、n this day and age, includes the majority of consumers throughout the world. There are no additional costs in reaching the expanded global markets. Since the Internet advertising extends to the global audience anytime, the chances of potential customers are more and hence the profit margin is also o
6、n the higher side. The bottom line is that the advantages of Internet advertising is much more than that of its traditional print forerunner, in lessened costs, availability, expanded consumer markets, and largely in the overall profit margin.CThe best way to distinguish between advertising and mark
7、eting is to think of marketing as a pie, inside that pie you have slices of advertising, market research, media planning, public relations, product pricing, distribution, customer support, sales strategy, and community involvement. Advertising only equals one piece of the pie in the strategy. All of
8、 these elements must not only work independently but also work together towards the bigger goal. Marketing is a process that takes time and can involve hours of research for a marketing plan to be effective. Think of marketing as everything that an organisation does to facilitate an exchange between
9、 the company and consumers.DThe advantages of print media enable you to send in the copy and have it displayed on the section you want within a few days. If it is a classified ad, this can be just 48 hours. The beauty of print media advertising is that you can be as creative as you wish, as long as
10、you follow the guidelines set out by the newspaper. This will usually exclude nudity and strong sexual references in the copy and publishers will usually adhere to advertising standards legislation.EYou write ads, based on relevant keywords for your business these are displayed on search results pag
11、es and websites within that network. If someone types in a keyword/phrase relevant to your business and that matches your advert criteria, your ad will then show on the page. If someone clicks on your ad, you will be charged a fee based on the cost per click value you set for that advert. Therefore,
12、 it is important to make the advert clear, so to avoid wasted clicks from people who misunderstood your message. 1 In pay per click, the advertisers pay their host only when their ad is clicked. 2 Advertising is certainly part of marketing. 3 The traditional print advertising is more expensive and l
13、ess reachable than internet advertising. 4 Print media will still have a strong foothold amongst readers. 5 Advertising online is not limited by geography or time. 6 Wanamaker refused to advertise on Sundays because he was a practicing Christian. 7 You should make your advert precise to avoid extra
14、money cost. 8 The pricing of products will hava a direct effect on your business. 二、 PART TWO 8 Read this text about barriers to international business. Choose the best sentence from the opposite page to fill each of the gaps. For each gap(9-14), mark one letter(A-H)on your Answer Sheet. Do not use
15、any letter more than once. There is an example at the beginning(0). Barriers to International Business Firms desiring to enter international business face several obstacles, some much more severe than others.(0).G. A nations culture and social forces can restrict international business activities. C
16、ulture consists of a countrys general ideas and values and tangible items such as food, clothing, and buildings. Social forces include family, education, religion, and customs.【 P1】 _ Some countries also have different values about spending than do Americans. The Japanese have long been a nation tha
17、t believes in paying cash for the products they buy, although the use of credit cards has soared in Japan over the last few years. The Japanese still save nearly 20 percent of individual income, compared to about 4 percent saved by people in the United States. 【 P2】 _In some countries, purchasing it
18、ems as basic as food and clothing can be influenced by religion. And some societies simply do not value material possessions to the same degree that Americans do. Most firms know the importance of understanding the cultural and social differences between selling and buying countries.【 P3】 _ For inst
19、ance, a business deal in Japan can fall through if a foreign businessman refuses a cup of green tea during a visit to a native Japanese firm. The political climate of a country can have a major impact on international business. Nations experiencing intense political unrest may change their attitude
20、toward foreign firms at any time; this instability creates an unfavourable atmosphere for international trade. Tariffs and trade restrictions are also barriers to international business. A nation can restrict trade through import tariffs, quotas and embargoes, and exchange controls. Import tariffs:
21、a duty, or tax, levied against goods brought into a country is an import tariff.【 P4】 _The risk in importing tariff is that the other country could take the same action. Quotas and embargoes: a quota is a limit on the amount of a product that can leave or enter a country. Some quotas are established
22、 on a voluntary basis.【 P5】_For instance, Japanese automobile manufacturers have voluntarily reduced the number of cars shipped from the United States to five automakers here the time they need to modernise their factories. An embargo is a total ban on certain imports and exports. Many embargoes are
23、 politically caused. Exchange controls: restrictions on the amount of a certain currency that can be bought or sold are called exchange controls.【 P6】_Example: A Tariff can be used to discourage foreign competitors from entering a domestic market.B A government can use exchange controls to limit the
24、 amount of products that importers can purchase with a particular currency.C The voluntary quota reduced the quantity of products for exportation.D Selling products from one country to another is sometimes difficult when the cultures of the two countries differ significantly.E Generally, a voluntary
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