BEC商务英语（高级）阅读模拟试卷14

BEC商务英语(高级)阅读模拟试卷14

一、概括文意配伍(本题共8题，每题1.0分，共8

分。)

•Lookatthestatementsbelowandatthefiveextractsfromanewspaperarticleonthe

oppositepageaboutpeoplewhohavesetuptheirowninternetcompanies.•Which

extract(A,B,C,DorE)doeseachstatement1-8referto?•Foreachstatement(1-8),

markoneletter(A,B,C,DorE)onyourAnswerSheet.,Youwillneedtousesomeof

theselettersmorethanonce.AE-GAMESJohnandStephaniebothwantedacomplete

careerchange.Sellingchildren'sgamesovertheinternetseeiredafoolproofidea,but

theirbiggestchallengewastosecurefinancialbacking.Firsttheycontactednumerous

venturecapitalists,butfromtheresponseofthefewthatwouldeventalktothem,they

realisedtheywouldgetnowhsrcuntiltheyhadspeltoutinde:ailhowtheyintendedto

turntheirconceptintoreality.Sothenextstepwastoworkwithagroupofstart-up

consultants,todeviseabusinessplanmakingtheirexpectedrevenuestreamsmore

precise.BSUREKSueandDerek'splanwastosellclothesovertheinternet.Aftera

shakystart,leadingtoseriouscashflowproblems,whichmeanttheyoccasionallyhad

littletoliveon,(heyrealisedtheywouldhavetoadvertisemuchmoreseriously:onthe

internet,(heyusedonlinemarketingtoolstothefulltoproduceincreasesintraffic,and

combinedthiswithintensivepublicityoutsidetheinternet.Withinsixmonthstheyhad

builtalargecustomerdatabase,alwhichstageitwasnecessarytobeginlookingfor

capitaltobuildthebusiness.CWONDERWEBTwosenioradvertisingexecutives,

frustratedwiththepaceofchangeinanindustrytheyfeltwasfailingtotakeadvantageof

newmedia,SallyandSuewerekeentotranslatetheiradvertisingandmarketingskills

intoanonlineenvironment.Totheirsurprise,theyfoundthatmanywebsitesseemedto

havebeendevelopedwithouttakinganyaccountofusers'needs.Surethatthe

opportunitywasripeforabusinesswithastrongmarketingproposition,theystarted

offeringmarketingservicestoothersmallonlinebusinesses.DSUPERGIFTSMichael

andTonysetupacompanytosellupmarketgifts,suchasglasswareandporcelain,

online.Thenichemarkettheyhaveidentifiedisprofessionalandaffluent,agroupwhich

(heirresearchrevealedisincreasinglyinternetliterate,islookingforexceptionalgoodsat

(herightpriceandhashighserviceexpectations.Alow-levelmarketingcampaign

generatedmorethan2000customers,withahigh-valueaverageorder.Theentiresystem

fromweborder(odeliveryisprovingtobehighlysuccessful,withallordersbeing

fulfilledwithintheadvertisedfivedayswithoutanyreturnsorbreakages.EABBIE'S

Thefirstphasesofthecompany'sgrowthhavebeenfundedthroughamixofpersonal

investment,foregonesalariesandbankoverdraft.Thenextphasewillbecrucial.Their

biggestchallengewillbetodistinguishthemselvesfromaplethoraofcompetitivesites,

mostofwhicharcspendingfarmorethantheyare.Tostandoutfromthecrowd,Paul

andAbbieareworkingtotargetandreachtheiraudiencebetter,andgeneratehigher

sales,butofnecessitywithoutincreasing(heirbudget.Thecompany'stotalmarketing

visionwillbethekeytosuccess.

1、Thesepeoplehavenotpaidthemselvesoutoftheircompany'sincomesofar.

标准答案：E

知识点解析：暂无解析

2、Thesepeoplehadknowledgewhichtheywantedtoexploitinadifferenttypeof

company.

标准答案：C

知识点解析：暂无解析

3、Thesepeople'sinitialeffortstoobtainstart-upfundingwereunsuccessful.

标准答案：A

知识点解析：暂无解析

4、Thesepeoplehavedevelopedaveryeffectiveprocessforhandlingsales.

标准答案：D

知识点解析：暂无解析

5^Thesepeopledevisedamixedmediaapproachtoadvertising.

标准答案：B

知识点解析：暂无解析

6、Thesepeoplefeltthattheycouldimprovecompanies'fbcusoncustomers.

标准答案：C

知识点解析：暂无解析

7^Thesepeopleintendtomaketheirmarketingmorecost-effective.

标准答案：E

知识点解析：暂无解析

8、Thesepeoplearctargetingarelativelysmallnumberofdiscerningclients.

标准答案：D

知识点解析：暂无解析

二、段落完型(本题共6题，每题7.0分，共6分。)

,Readthistexttakenfromanarticleoncustomers'complaints.,Choosethebestsentence

fromtheoppositepagetofilleachofthegaps.,Foreachgap9-14,markoneletter(A-H)

onyourAnswerSheet.eDonotuseanylettermorethanonce.HowtoHandleCustomers*

Complaints...Complaincrscandamageacompanyfasterthanyoucansay"I'msorry.'1

Butthecompanieswithsavvyarcturningthemintoloyalbuyers.FredJeromesurviveda

frequentflyer'snightmare.Boardingat9:30PanAmshuttleinNewYorkonemorning,

heexpectedtoarriveinBostoninplentyoftimeforanafternoonofbusinessmeetings.

HoweverLoganAirportwasblanketedinfogandthepi-lotcircledfortwohoursbefore

landinginHartfordConnecticut,torefuel."Noonemayleavetheplane"thepilot

announced,frustratingpassengerswhowishedtoswitchtoarentalcaroruseatelephone.

WhenhethensaidhewasreturningtoLaGuardiaAirportsomepassengersprotestedin

fury.HerelentedandfinallylandedinBostonabout4pm.Jeromecaughtaflighthome

andarrivedinNewYorkat6.30.Hisdaywasruinedandhev/asexhaustedandangry.

Whatshould(hecompanydoforangrycustomers?tothosewhohavetackled(heissue

almostanythingitcan.(9)Simplylisteningtocomplaintsboostsbrandloyalty(hatis,a

customer'stendencytobuyagain."Thekeyisgellingcustomerstocomplaintothe

companyratherthanjusttotheirfriends",saysJohnGoodmanpresidentofaconsulting

firmthathasbeenstudyingcorporatecomplainersforoveradecade.(10)Theaverage

returnformakersofconsumei'durableslikewashingmachinesandrefrigeratorsis100%.

Inotherwords,ifmanufacturersspend$1milliononhandlingcomplaints,theyget$2

millioninbenefits.Forbanksitisasmuchas170%.Thepayoffcanbeevenhigherin

retailingwheretopqualityserviceisessentialforkeepingcustomers.Maryanne

Rasmussen,vicepresidentinchargeofworld-widequalityatAmericanExpresssays,

"TheformulaIuseis*Bettercom-plainthandlingequalshighercustomersatisfaction

equalshigherbrandloyaltyequalshigherprofitability."Thegrowingevidencethat

customerhappinessaffectstheProfitsandLossreportisonereasonthatfirmslikeCoca-

ColaandBritishAirwayshaveinvestedbillionsofdollarstoimprovecomplaint

handling.(11)PanAm'sresponsetoFredJeromewasacasestudyofhownottohandle

complaints.At(heendofJerome's9hourordeal,aPanAmstewardadvisedhimto

complainto(hecustomerserviceunitattheairline'sNewYorkHeadquarters.Jerome

wenttotheheadquartersonlytobetoldthatPanAm'sLaGuardiaAirportofficehandles

complaintsabouttheshuttleservice.(12)Hefinallyreachedarepresentativewhotold

himcoldly,Wearenotresponsiblefordelayscausedbytheweather.Jeromeexpressed

hisfrustrationbywritingacolumnfortheNewYorkTimes.(13)JohnSiefert,avice,

presidentoftheEasternAirLinesshuttle,sentJeromeasympatheticletterof.feringhim

afreeflight.Jeromedeclined.IwouldhavebeenhappywithanapologyfromPanAmhe

says.PanAmSaysitwrotetoJerome.Hesayshestillhasnotheardfromtheairlineand

nowwillflythePanAmshuttleonlyasalastresort.(14)80%ofcomplaintsarcfrom

travelerswhoarcdissatisfiedwiththeairlines'responsestoproblems.Interestinglythe

threeairlinesincludingPanAm,andEasternwhichlestthemostmoneylastyearalso

attractthemostconsumercomplaints.Farfewercomplaintscomefromfliersonthe

healthiestUSairlines.DanSmithdirectorofconsumeraffairsat(heInternationalAirline

PassengersAssociationinDallas,saysthesecarrierssatisfyunhappyclientsbyalways

givingafullexplanationiftheycan'tcomplywitharequestforaction.AWhatshould

(hecompanydoforangrycustomers?BStudiesshowcustomerstelltwiceasmany

peopleaboutbadexperienceasgoodones,socomplainerswhoareleftunhappycanruin

acompany'simage.CCustomersseemtoappreciatecompaniesmoreiftopmanagers

heartheircomplaints.Dsome20lettersandcallsfromotherannoyedairtravelers.EThe

personhetriedtocontactattheairportwasnotthere,andomittedtoreplytoamessage

Jeromeleft.FThefirmuseddozensofbusinessfactorstocalculatethereturnon

investmentinvolvedinacompanyestablishingserxiceunitsthathandlecomplaintsand

inquiries.GIntheairlineindustry,thecorrelationbetweencustomercontentmentand

profiiabiliiyisstrong.HProgramsincludeintensivestafftraining,liberalrefundpolicies

andwaysofhelpingcustomersmakecomplaintstothecompanylikefreephonecalls.

9、

标准答案：B

知识点解析：暂无解析

10、

标准答案：F

知识点解析：暂无解析

11、

标准答案：H

知识点解析：暂无解析

12、

玩准势皇.F

知识点解析：暂无解析

13、

标准答案：D

知识点解析：暂无解析

14、

标准答案：G

知识点解析：暂无解析

三、常规阅读理解(本题共6题，每题分，共6

分。)

,Readthefollowingarticleaboutadvertising.*Foreachquestion15-20,markoneletter

(A.B,CorD)onyourAnswerSheetfortheansweryouAdvertisingTheprimary

functionofadvertisingistocommunicatemarketingobjectivestoselectedtarget

audience.Itisusedtoaccomplishanumberoftasks,usingdifferentmediavehicles,

reachingdiverseaudience,andgaininginterestwithanumberofcreativeapproaches.

However,despitetheseeminglyendlesschannelsforutilizingadvertising,itisbasicallya

marketingcommunication(oo.Whenweexaminean-successfuladvertisingcampaigns,

weoftenfindthatadvertisingwasusedtoaccomplishinappropriatetasks.Successful

advertisingmustbeorientedtospecificobjectives.Beforewecandetermineadvertising

objectives,itisadvisabletodistinguishbetweenmarketingandadvertisinggoals.

Effectiveadvertisingisanextensionofthebasicmarketingplansandisderivedfromit.

However,advertisinggoalsarenotthesameasmarketinggoals.Themarketingstaffsets

themarketinggoalsorobjectives.Themarketingdepartmentdecideshowtoallocate

resourcestovarioustasks,includingadvertising.Italsodetermineshowtheseresources

willbedisiributedtospecifictargetmarketsandwha(salesobjectivecanbeexpected

overtimeandgeography.Examplesofmarketingobjectivesare1.Attainingamarket

shareincreasefrom2percentofindustrysalesto4percentwithin18months.2.

Increasingdistributionbynumberofretailoutletsand/orgeographicalregions:Ifa

productiscurrentlyavailableto50%ofthepopulationorcanbefoundin50%ofretail

outlets,amarketinggoalmightbesettoincreasethisfigureto60percentbytheendof

(heyear.3.Increasingtotalsales.Coalstroyhasetineithernumberorunitssoldortraits

soldca:dollarvolumeofsales.Advertisinggoalsarecommunicationobjectivesdesigned

(oreach(hetargetaudiencewiththeappropriatemessage.Adgoalsarebasedon

marketingobjectives,buttheyarenotthesameasmarketinggoals.Advertising

objectivesmightinclude1.Increasingbrandawarenessfrom20percentto30percent

among18to34yearoldwomenwithinoneyear.2.Increasingrecallofbrand

advertisingby10percentinthenextthreemonths.3.Increasingfavorableproduct

attitudesby10percentinthenextyear.Notethatadvertisinggoalsarebasedon

improvingcommunicationandconsumerattitudestowardaproduct.Itisinterestingto

notethatasurveyindicatedthatamajorityofcompanieswantedtomeasureadvertising

successbasedonsales.Obviously,evensophisticatedcorporationsoftenconfuse

marketingandadvertisinggoals.Advertisingisthecommunicationarmofthemarketing

process.Itisamethodofdeliveringamessagefromasponsor,throughaformal

communicationchannel,toadesiredaudience.Advertisinghasmanyroles.Itisdesigned

todisposeapersontobuyaproduct,tochangeminds,oreventoadvocateleascon-

starling("demarketing").Itmaybeused(ohelpelectacandidate,raisemoneyfor

charity,orsupportacause.Mustadvertising,however,isforthemarketingofgoodsand

services.AdvertisingisalsopartofiheeverydaycultureofvirtuallyeveryAmerican.Itis

estimatedthattheaveragepersonseesorhearsasmanyas1,200adsandcommercials

eachday.Advertisingispartofthesocial,cultural,andbusinessenvironment,itmirrors

thisenvironmentandalsobringsaboutsubtlechangesinthebehaviorofthepublicthat

usesit.Itisnowonderthatadvertisingisoneofthemostscrutinizedofallbusiness

enterprises.Today,advertisingisfunctioninginachangingeconomicandsocialclimate.

Advertisersareviewedinmanywaysbythepublicstheyserve,Manufacturersareasking

formoretangibleevidenceofadvertising'sroleinthesellingprocess,andthemediaare

constantlyseekinghigheradvertisingratestocoverspiralingexpenses.Atthesametime,

theaudiencesthatadvertisersseekarcbecomingevenmorefragmented.Consumers,

despitetheirseemingfascinationwithadvertising'screativeprocess,tendtoha-come

morecynicalanddisbelievingaboutitsclaims.

15、Accordingtothetext,successorfailureofadvertisingisjudgedby

A^thenumberofproductssold.

B、increaseofaproduct'smarketshare.

C、theimprovementofcommunicationandconsumers'attitudetowardproducts,

increaseofretailoutlets.

标准答案：C

知识点解析：暂无解析

16、Fromthepassageweseethatthemajorfunctionofadvertisingisto

A^usedifferentmediavehiclestopopularizeproducts.

B、helpmarketingrealizeitsobjectives.

C、arouseconsumers'interestinproducts.

D、reachdifferentcustomers.

标准答案：B

知识点解析：暂无解析

17、Therelationshipbetweenmarketingandadvertisinggoalsisthat

A^（heformerisbasedonthelatter.

B、thelatterhasnothingtodowiththeformer.

C、theformercaneasilyreplacethelatter.

D^thelatterisbasedonbutnotthesaneastheformer.

标准答案：D

知识点解析：暂无解析

18、Today,owingtochangingeconomicandsocialconditions,peopletendto

A、becomemoreinterestedinadvertising.

B、ignoreadvertisements.

C、sharethesameviewtowardadvertising.

D^developdifferentopinionstowardadvertising.

标准答案：D

知识点解析：暂无解析

19、Fromthepassage,wecaninferthatthejobofadvertisingisbecoming

A、easier.

B、tougher.

C、morepopular.

D^wellesteemed.

标准答案：B

知识点解析：暂无解析

20>Basedonthetext,whichofthefollowingstatementsistrue?

A^Advertisementsformpar:ofanation'sculture.

B、Advertisingislegalizedlying.

C、Promise,largepromise,is（hesoulofanadvertisement.

D^Advertisinghasputanendtothepowerofthemostpowerfuladjective.

标准答案：A

知识点解析：暂无解析

四、完形填空（单选）（本题共10题，每题分，共

70分。）

,Readthetextaboutbusiness-school.•Choosethebestwordfrombelowtofilleach

gap.,Foreachquestion21—30,markoneletter(A,B,CorD).Hurtlingasweare

towardsthenewmillennium,withallthesocialchangesthisiconicdateimplies,itis

increasinglyapparent(21)theworldofbusinessisexperiencingfundamentalshifts.

Today,bothcompaniesandschoolsarcincreasinglyawarethatbusinessisahuman

activity;it'sultimately(22)andaboutpeople.Infuture,employerswill(23)doubt

demandmoreroundedindividualstoruntheiroperations,whichnaturallycreatesa

questionforthenextgenerationofstudents,"IstheclassicMBAstillthemodel—and

obligatory-passagetowardthatidealcareer?"TheMastersofBusinessAdministration

(MBA),(hebest-knownbusinessschoollabel,isanintroductiontogeneralmanagement.

ThetraditionalMBA.Harvard-style,hasremainedlargelyunaltered(24)(he1950s,and

seekstoprovideathoroughknowledgeofbusinessfunctionsthroughthecasestudy

a(n)(25)incidentallyborrowedfromlawschool.Thetroubleisthattherealworldisnot

atheoreticalexercise.Theproblemsmanagersfacetodayaremessy,and,ifanything,are

becomingmessier,neitherfittinginneatfunctionalboxesnor(26)onesimpleanswer.

Ambiguityisthehardest(27)tomanage,butit'stheonemostmanagersarewrestling

with."Managementismoreaitthanscience,"observesRichardD'Aveni,professorof

strategicmanagementatDartmouth'sAmosTuckSchoolofBusinessAdministration.

"Noonecansaywithcertaintywhichdecisionswillbringthemost(28),anymorethan

theycancreateinstructionsover(29)tosculptamasterpiece.Youjusthavetofeelitasit

goes."JohnQuelchisanotherbusiness-schoolinsiderwhodetectsthelimitationsofthe

traditionalsyllabus.AccordingtoQuelch,leadershipisanareathatb-schoolshavenot

fullyaddressed.Itisnotoriouslyhardtoteach.(30)programsdohavethecapacityto

provideagroundinginnon-basinessareasandpersonalgrowth.

21、

A^which

B、that

C、how

D^why

标准答案：B

知识点解析：暂无解析

22、

A、for

B、to

C、with

D、by

标准答案：D

知识点解析：暂无解析

23、

A^without

B、with

C、in

D、above

标准答案：A

知识点解析：暂无解析

24、

A^until

B、since

C、before

D、after

标准答案：B

知识点解析；暂无解析

25、

A^attribute

B、characteristic

C、feature

D、trait

标准答案：C

知识点解析：暂无解析

26、

A、offering

B、offered

C、offer

D、tooffer

标准答案：A

知识点解析：暂无解析

27、

A^issue

B、question

C、problem

D、affair

标准处宏.A

知识&解扁暂无解析

28、

A、benefit

B、profit

C、value

D、good

标准答案：B

知识点解析：暂无解析

29、

A、what

B、when

C、how

D、why

标准答案：C

知识点解析：暂无解析

30、

A、and

B、but

C、because

D、as

标准答案：B

知识点解析：暂无解析

五、完形填空(填空)(本题共70题，每题7.0分，共

10分。)

,Readthearticlebelowaboutcorporatedownsizing.•Foreachquestion31-40,writeone

wordinCAPITALLETTERS.CrazyDownsizingInrecentyearscorporatedownsizing

hasbeenontherisethroughouttheworld.Downsizingisreducingcostsbydismissing

employeesandreassigningtheirdutiestotheemployeeswhoremain.Theyusuallycallit

restructuring,rightsizing,reallocatingresources,orjobseparation.Theysometimesuse

dietingmetaphorslike"trimmingthefat""gettingleanandmean,"or"sheddingweight."

Whatevertheeuphemism,employeesaffectedbythesepracticesknowwhatthewords

meantothem:(31).Andno"kinder,gentler"wordscandemuchtoalleviatetheanxiety

anddistressthatcome(32)losingajob.Intheirquesttolowercoststostaycompetitive,

companiesoftenwieldtheaxwithlittleornoregardforthewell-beingofthepeople

involved.Forexample,inthepastyearsAT&Thavedismissedthousandsofmanagers

andemployeesthrough(33),thoughmanyofthesepeoplehavetwentyormoreyearsof

loyalemploymentwiththefirm.Industryanalystsassert(hatiforganizationswishto

considerthemselvesresponsible,ethicalcorporatecitizens,theymustdemonstrate

concernfortheiremployees,evenwhentheyhavetotellthemtheyare(34)longer

employed.Organizationsconcernedabouteasingtheiremployees'shockandstressat

beinglaidoffcandoso(35)carefulplanningandpreparationEffective,honestand

timelycommunicationisalwaysimportant,butwhenstaffreductionsareimminent,it

becomescritical.Employeeswhoknowwhatisgoingoncanpreparethemselvesforthe

inevitableandaremuchbetterabletocopewhentheaxfinallydoesfall.Itissometimes

difficulttodeterminetherightthingtodo,butmanyfirmsarctrying.IBMforinstance,

offersearlyretirement.AT&Toffersjobsearchhelpandcaresrcounselingtodisplaced

employees.Organizationscanalsosupportemployees(36)positionshavebeen

eliminatedbyprovidingretrainingoroutplacementassistanceandareasonableseverance

package.Thosebeinglaidoffarcnot,(37),theonlyonesaffectedbythedownsizing.By

addressingtheneedsandconcernsof(38)staff,showingsensitivitytotheirfeelingof

loss,anddealingwiththeiranxietiesaboutadditionallayoffs,anorganizationincreases

itschancesofretainingtheirloyaltyandtrust.Questionsabouttheethicsofdownsizing

aresuretocontinue.Doresponsiblecompanieslaypeopleoff?isit(39)toclose

factories?Mustemployersguaranteeworkersjobsforlife?Whataretheethicalissues

involvedwhenorganizationsbecomesodownsizedtheyarenolongerabletoattain(heir

goals(asituationknownas"corporateanorexia")?Whathappens,forexample,to

patientsinahospitalthathaseliminatedsomanypositionsitisno(40)abletoprovide

thenecessarylevelofcare?If,asmostexpertsagree,downsizingisheretostay,perhaps

therealquestionisnot,"Isitethicaltodownsize?