[外语类试卷]BEC商务英语(高级)阅读模拟试卷9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 9及答案与解析 一、 PART ONE 0 Look at the statements below and at five passages taken from a book about famous management thinkers on the opposite page. Which passage (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 Answe
2、r Sheet. You will need to use some of the letters more than once. A John Adair Adair is the pioneering British thinker in the theory of leadership. He was the first person in the UK to hold a professorship in Business Leadership and has published a series of influential books on the subject. Despite
3、 his quiet appearance, Adair has had a colourful life, serving in a Bedouin regiment and working on an Arctic fishing boat! His initial interest in leadership came from his army experience and he used to lecture at the highly prestigious academy where British army officers are trained. He now works
4、as an international consultant. B Edward de Bono De Bono is unusual among major gurus for two reasons: firstly, he was born not in one of the great industrial nations but on the tiny island of Malta. Secondly, his ideas have reached a wider audience than just managers, so that his books have become
5、essential reading in many different disciplines. Most of de Bonos work has been concerned with the way human beings can train themselves to think more creatively. This apparently simple idea has resulted in 37 books and a highly successful career as a lecturer and consultant. C Peter Drucker Probabl
6、y no other single thinker has done as much as Drucker to establish management as a serious area of study. Certainly, his fellow management thinkers consider him one of the founding fathers of the discipline, and his books and articles are quoted more than those of any other management writer. His fi
7、rst book was published as far back as 1939, yet he is still writing and teaching. His greatest distinction has been his ability to predict coming trends in business and economics. As a result, his ideas are treated with the greatest respect and interest. D Frederick Herzberg Although relatively few
8、contemporary management students will have read his books, Herzbergs name is instantly recognisable to anyone who has studied industrial organisations. This is because the American psychologist was responsible for introducing the concept of motivation into management thinking. As a young man, Herzbe
9、rg became deeply interested in mental illness and the human need for mental and emotional satisfaction. This led him to criticise the approach of many companies to job design, and to argue for the need for job enrichment to stimulate employees efforts. E Tom Peters The Americans reputation was creat
10、ed in the 1980s by the spectacular success of one book, In Search of Excellence, co-written with Robert Waterman. The two were working together as management consultants and no-one expected their first (and only) book to end up selling 5 million copies worldwide! Although his ideas have been critici
11、sed, Peters popularity as a speaker and writer has continued to grow. So much so that Peters has created his own business to market books, videos and consultancy based on his work. 1 Others in his field think very highly of him. 2 His ideas have spread beyond the business world. 3 He felt that peopl
12、e should be able to enjoy their work. 4 His ideas are more complex than they seem. 5 He did a variety of interesting things before writing his books. 6 His most successful book was written with a colleague. 7 He is particularly skilled at forecasting important developments. 8 Contact with the milita
13、ry was an early influence on his thinking, 二、 PART TWO 8 Read this text taken from an article about marketing. 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 any letter more than once. How effectiv
14、e is your marketing? Gone are the days when companies had departments full of staff whose role nobody understood. Today we are all accountable and have to be able to demonstrate the value of our contribution to our businesses. And rightly so. But when it comes to marketing, what is effectiveness, ho
15、w do you measure it, and why is its measurement so important? Businesses are starting to recognise the key marketing questions. Are we providing the right products for the right people at the right price? Are our brands better than those of our competitors? (9) Thats because marketing is not the flu
16、ffy stuff that can be axed when the going gets tough - it is the essence of business. So if marketing is important, it follows that it pays to know if yours is working. The first stage in the process is understanding your current position. How successful is your brand today? What is your market shar
17、e? You should equip yourself with some sound facts and figures on which to base your conclusions. (10) It could be simply to boost sales. You may want to reinforce your leadership in a market or trounce a competitive brand. Influencing future profitability, possibly by building a short-term brand sh
18、are, may be a priority. A clear objective is essential. But how do you know if your marketing is achieving your goals? (11) Their success is not just related to how many boxes leave the factory. Effectiveness may not be tangible. It may be financial, it may not. The brand is an intangible asset, but
19、 it is now seen as an important one. Quantifying the value of an intangible asset is a difficult, but not impossible, task. It is also necessary to evaluate both long-term effectiveness and the short-term outcomes of any campaign. (12) But the care of a brand is a marathon, not a sprint, and it is i
20、mportant not to lose sight of the long-term consequences. Choosing the right measurement tools to evaluate a campaign is another important issue. (13) The accuracy they thus ensure should be consistent over time and correspond to the wider objectives of the business. Ultimately, marketing must deliv
21、er profit. The essential debate should no longer be about the importance of marketing, but what we should do to measure its effectiveness, and what measures will ensure survival. (14) But to others it is likely to be a controversial issue - and one which can produce responses leading to widely diffe
22、rent directions for their enterprises. A Having done that, next comes establishing what it is that marketing activities should be achieving. B Because of this, you may want to generate return on investment, perhaps by raising the quality of your brand. C This shift in focus will be taken as read by
23、the most successful businesses. D Addressing such issues should mean that profits take care of themselves. E Concerning the latter, it may be tempting to be seduced by efforts that yield quick results and satisfy investor pressure for immediate returns. F These should be precise and based on empiric
24、al data. G Good strategies are not necessarily linked to production or sales figures. H Today we are all accountable and have to be able to demonstrate the value of our contribution to our businesses. 三、 PART THREE 14 Read the following article about marketing and ethics and the questions on the opp
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