[外语类试卷]BEC商务英语(高级)阅读模拟试卷13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 13及答案与解析 一、 PART ONE 0 Look at the statements below and at the five extracts on the opposite page from the annual reports of five mobile phone companies. Which company (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)
2、on your Answer Sheet. You will need to use some of these letters more than once. A Our management team is dedicated to delivering operational excellence and improved profitability. In the coming year, we will focus our marketing on professional young adults, who represent the high value segment of t
3、he market and who - according to independent research - are most likely to adopt our more advanced mobile data products. Customer retention is central to our strategy, and we have been successful in reversing the customer loss of recent years by loyalty and upgrade schemes. A restructuring programme
4、, resulting from changing marketing conditions, has seen our workforce scaled down to 6,100 people. B As the only network operator in the country, our marketing is aimed at expanding the size of the market. In the business sector, we have targeted small and medium-sized businesses by offering standa
5、rdised services, and large customers by offering tailored telecommunications solutions. We have been at the fore- front of introducing new telecommunications technology and services and have recently distributed 150 of our most advanced handsets to customers to assess the likely demand for advanced
6、data services. Last year, the industry recognised our achievement when we won a national award for technological progress. C A new management team has driven our improved performance here. It is committed to bringing the business into profitability within three years after reaching break-even point
7、in the next financial year. We are focused on delivering rising levels of customer service and an improvement in the quality and utilisation of our network. Good progress has been made on all these fronts. The cost of acquiring new subscribers has been reduced and new tariffs have been introduced to
8、 encourage greater use of the phone in the late evening. D We have continued to expand our network in a cost-efficient manner and have consolidated our retail section by combining our four wholly-owned retail businesses into a single operating unit. We expect this to enhance our operational effectiv
9、eness and the consistency of our service. Our ambition is to give customers the best retail experience possible. We were, therefore, delighted earlier this year when we won a major European award for customer service. This was particularly pleasing to us as we have always given high priority to cust
10、omer satisfaction and operational excellence. E Here, we are focused on continuously realising cost efficiencies as well as improving the level of customer satisfaction and retention. We have already taken effective measures to reduce customer loss and to strengthen our delivery of customer service.
11、 The quality of our network has improved significantly over the past year and an increase in the utilisation of our network is now a priority. The operation of our customer service centre has been outsourced to a call centre specialist and this has led to a substantial increase in the level of servi
12、ce. 1 This company is still making a financial loss. 2 This company is having part of its business handled by an outside agency. 3 This company has grown without undue expense. 4 This company is trying to find out what the market response will be to a new product. 5 This company continues to lose cu
13、stomers. 6 This company aims to target a specific group of consumers. 7 This company is finding it less expensive than before to attract new customers. 8 This company has rationalised its outlets. 二、 PART TWO 8 Read the article below about consumers attitudes to goods described as premium. Choose th
14、e 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 any letter more than once. Shoppers wary of premium goods One of the marketing industrys favourite terms is premium - usually taken to mean luxury or top quali
15、ty. The ideal is to create a premium car, wristwatch or perfume - something that appears to transcend the ordinary. When they succeed, marketers are able to charge high prices for the resulting product. However, manufacturers should take note of a recent survey of shoppers attitudes to so-called pre
16、mium goods. (9) In fact, the tag seems to have become devalued by overuse. Consumers of all socio-economic backgrounds are very keen to buy the best - but not all product categories lend themselves to a premium status. Premium can be used in any category where image is paramount, and that includes c
17、ars, toiletries, clothes and electronics. (10) Banking and insurance are typical of this second group. More than 70 per cent of consumers interviewed in the survey said that a premium tag on everyday items such as coffee or soap is an excuse to charge extra for products that dont always have extra b
18、enefits. (11) The prevalence of such a suspicious attitude makes life hard for the marketers. While the word luxury had a clear and definable meaning among respondents - most related it to cars - premium was found to be harder to define. Oddly, the only category apart from cars where premium was und
19、erstood to mean something specific was bread. (12) Several respondents said they would never pay much for a standard sliced loaf but on special occasions would happily pay double for something that qualifies as a treat. Packaging was found to be an important factor in charging extra for premium prod
20、ucts, with sophisticated design enabling toiletries, electronics or food items to sell for far more. Shoppers are willing to pay extra for something that has had thought put into its outward appearance. (13) Yet the knowledge has no impact on their choice. The profit margin on premium-priced toiletr
21、ies and beauty items can be as much as 300-400 per cent - and in excess of 500 per cent for hi-fi and other electronic goods. (14) In a crowded marketplace such as cars or mobiles, its far more difficult to achieve this transformation than you might think. A The term is less effective, however, in a
22、reas where style and fashion play a smaller role. B The product hidden behind this attractive exterior may be exactly the same as an item selling for half the price, and shoppers may be quite aware of this. C The results suggest that the term premium means very little to consumers. D A fifth of them
23、 went further, and dismissed the very word as simply a way of loading prices. E It follows that price and utility are not the only factors in play when it comes to purchasing decisions. F With such an incentive, the challenge for marketers is to find the triggers that can turn an ordinary product in
24、to something consumers will accept as premium. G The survey found that consumers were prepared to pay top prices for speciality items, just as long as prices for everyday products remained low. H When they succeed, marketers are able to charge high prices for the resulting product. 三、 PART THREE 13
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