剑桥商务英语高级-28及答案解析.doc

1、剑桥商务英语高级-28 及答案解析(总分：104.00，做题时间：90 分钟)一、BREADING/B(总题数：1，分数：8.00)PART ONELook at the sentences below and the five paragraphs.Which paragraph (A,B,C,D or E) does each sentence 1-8 refer to?For each sentence 1-8, mark one letter (A, B, C, D or E)on your Answer Sheet.You will need to use some of these

2、 letters more than once.AWorkshopWorkshop originally meals a room or building which contains tools or machinery for making or repairing things, especially by using wood or metal. Regarding meeting, it refers to a period of discussion or practical work or a particular subject in which a group of peop

3、le learn about the abject by sharing their knowledge or experience. The distinctive feature of workshop lies in its emphasis on practical performance, he- sides the professional and academic discussions. Therefore arranged in a workshop may be many relevant activitiesdemonstrations, displays and ope

4、rations during the course of presentation. For example, we can say: “Dr. Linda chaired a workshop on artificial intelligence and software development. I saw there were lots of computers and software developers gathered in that lecture hall this morning.“BSymposiumSymposium (pl, symposia/symposiums)

5、is also a kind of meeting, but it refers exclusively to the meeting for specialized academic discussion. At a symposium, experts, scholars, and other participants of a particular field discuss a particular subject.For instance, we may say “They are going to participate in file Second International S

6、ymposium on Teaching English at Tertiary Level in Hong Kong next May. The teaching of language skills, language learners styles and strategies, new technology and methodology as well as otter relevant issues will be discussed there.“ In terms of scale, a symposium may be smaller than a conference, b

7、ecause sometimes a conference may include several symposiums held simultaneously (as satellite symposiums). Furthermore, some meetings held by the government for political consultation can be called “political conference“ but not symposium.CSeminarSeminar is usually a class-like meeting, where parti

8、cipants discuss a particular topic or subject that is presented by several major speakers. Different from the general situation of a meeting, the presentations are mainly given by speakers, while other people first listen and then join them. For example, we can say “This afternoon well have a semina

9、r on the topics presented this morning.“DColloquium is sometimes a formal word for seminar. It is usually a large academic seminar like panel discussion. Colloquium is usually attended by certain invited experts or professionals in a particular field. Participants of the meeting will express their i

10、deas and opinions around a specific topic.EMeetingMeeting is a general and summary term of various kinds of assembly of people for a particular purpose. If there are more than two persons coming together, talking and discussing, the event can be called a meeting. So we often say or hear “Lets have a

11、 meeting.“ Since the definition of meeting is rather extended and not clearly demarcated, it can mean any kind of gathering, pre-arranged or non arranged, formal or informal; the time can be tong or short; the scale, large or small; the participants, many or a few, and so on. To specifically clarify

12、 a meeting, therefore, the names of meeting should be further demarcated. （分数：8.00）(1).Its original meaning is to “meet with each other“, or to “put heads together.“（分数：1.00）填空项 1:_(2).Compared with conference, It is usually narrower and more specific in the range of topic.（分数：1.00）填空项 1:_(3).Its em

13、phasis on practical performance is its feature.（分数：1.00）填空项 1:_(4).It is more formaler than seminar.（分数：1.00）填空项 1:_(5).It can be taken as lecturing plus discussionthe discussion being a follow-up of the lecturing.（分数：1.00）填空项 1:_(6).The attendances are certain invited professionals.（分数：1.00）填空项 1:_

14、7).If you want to repair something, please go there.（分数：1.00）填空项 1:_(8).It can be called “working conference.“（分数：1.00）填空项 1:_二、BPART TWO/B(总题数：1，分数：6.00)Read this text taken from an article on customers complaints.Choose the best sentence from the opposite page to fill each of the gaps.For each ga

15、p 9-14, mark one letter (A-H) on your Answer Sheet.Do not use any letter more than once.BHow to Handle Customers Complaints/B. Complainers can damage a company faster than you can say “Im sorry.“ But the companies with savvy are turning them into loyal buyers. Fred Jerome survived a frequent flyers

16、nightmare. Boarding at 9:30 Pan Am shuttle in New York one morning, he expected to arrive in Boston in plenty of time for an afternoon of business meetings. However Logan Airport was blanketed in fog and the pi- lot circled for two hours before landing in Hartford Connecticut, to refuel. “No one may

17、 leave the plane“ the pilot announced, frustrating passengers who wished to switch to a rental car or use a telephone. When he then said he was returning to La Guardia Airport some passengers protested in fury. He relented and finally landed in Boston about 4pm. Jerome caught a flight home and arriv

18、ed in New York at 6.30. His day was ruined and he was exhausted and angry.What should the company do for angry customers? to those who have tackled the issue almost anything it can.U (9) /USimply listening to complaints boosts brand loyalty that is, a customers tendency to buy again. “The key is get

19、ting customers to complain to the company rather than just to their friends“, says John Goodman president of a consulting firm that has been studying corporate complainers for over a decade.U (10) /UThe average return for makers of consumer durables like washing machines and refrigerators is 100%. I

20、n other words, if manufacturers spend $1 million on handling complaints, they get $2 million in benefits. For banks it is as much as 170%. The payoff can be even higher in retailing where top quality service is essential for keeping customers. Maryanne Rasmussen, vice president in charge of world-wi

21、de quality at American Express says, “The formula I use is Better com- plaint handling equals higher customer satisfaction equals higher brand loyalty equals higher profitability.“The growing evidence that customer happiness affects the Profits and Loss report is one reason that firms like Coca-Cola

22、 and British Airways have invested billions of dollars to improve complaint handling.U (11) /UPan Ams response to Fred Jerome was a case study of how not to handle complaints, At the end of Jeromes 9 hour ordeal, a Pan Am steward advised him to complain to the customer service unit at the airlines N

23、ew York Headquarters. Jerome went to the headquarters only to be told that Pan Ams LaGuardia Airport office handles complaints about the shuttle service.U (12) /UHe finally reached a representative who told him coldly, We are not responsible for delays caused by the weather.Jerome expressed his frus

24、tration by writing a column for the New York Times.U (13) /UJohn Siefert, a vice. president of the Eastern Air Lines shuttle, sent Jerome a sympathetic letter of. fering him a free flight. Jerome declined. I would have been happy with an apology from Pan Am he says. Pan Am Says it wrote to Jerome. H

25、e says he still has not heard from the airline and now will fly the Pan Am shuttle only as a last resort.U(14) /U80% of complaints are from travelers who are dissatisfied with the airlines responses to problems. Interestingly the three airlines including Pan Am, and Eastern which lest the most money

26、 last year also attract the most consumer complaints. Far fewer complaints come from fliers on the healthiest US airlines. Dan Smith director of consumer affairs at the International Airline Passengers Association in Dallas, says these carriers satisfy unhappy clients by always giving a full explana

27、tion if they can t comply with a request for action.A What should the company do for angry customers?B Studies show customers tell twice as many people about bad experience as good ones, so complainers who are left unhappy can ruin a companys image.C Customers seem to appreciate companies more if to

28、p managers hear their complaints.D some 20 letters and calls from other annoyed air travelers.E The person he tried to contact at the airport was not there, and omitted to reply to a message Jerome left.F The firm used dozens of business factors to calculate the return on investment involved in a co

29、mpany establishing service units that handle complaints and inquiries.G In the airline industry, the correlation between customer contentment and profitability is strong.H Programs include intensive staff training, liberal refund policies and ways of helping customers make complaints to the company

30、like free phone calls.（分数：6.00）(1).（分数：1.00）填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_三、BPART THREE/B(总题数：1，分数：6.00)Reed the following article about personal selling.For each question 15- 20, mark one letter (A, B, C or. D) on your Answer Sheet for the answer you choose.BPersonal Selling/BPersonal s

31、elling is a process of informing potential buyers about and persuading them to purchase a product. It is the most flexible of all promotional methods because it allows marketers to communicate specific information that might trigger a purchase. Of all the promotional activities, only personal sellin

32、g can zero in on a prospect and attempt to persuade the prospect to make a purchase. Although personal selling has a lot of advantages, it is one of the most costly forms of promotion. A sales mil on an industrial customers in the U.S. can cost as much as $ 200or $ 300. Many products require persona

33、l selling in order for the company to achieve sales results. A company must employ effective salespeople to describe a products advantages and benefits to compete with the sales forces of competing firms. Professional salespeople are professional communicators. They know their companies, their produ

34、cts, competitors, customers, and themselves. Many factors affect a marketers selection of the type of salesperson to employ. The products complexity, the type of market, and the general nature of distribution in a particular industry are all important considerations. Three distinct salespersons are

35、order takers, creative salespersons, and support salespersons.Order takers are salespeople who execute sales for customers who have already decided to buy the product from a particular organization. Their major role is to make sure that suppliers are adequate and there are no problems in the purchas

36、e. Inside order takers are located in sales offices and receive orders by mail or telephone. Outside order takers many engage in some important sales functions for the corn- party by encouraging customers to increase the size o their orders or reminding them to purchase certain products. In many fir

37、ms, order takers generate the majority of sales.Creative salespersons are involved in informing and persuading a prospect to buy a product. The creative salesperson tries to increase the firms sales by finding new customers and encouraging old customers to purchase. A key role of the creative salesp

38、erson is to find new prospects and convert them into customers. Products such as automobiles, insurance, furniture, and appliances require the skill of creative salespeople to maintain sales levels.Support salespersons facilitate and assist in the selling function but usually do not take orders. The

39、y are used in markets where educating the customer, building good will, and providing service are important for supporting the overall sales volume of the company. Technical salespersons, for example, are support salespersons who provide engineering and other types of technical assistance. They help

40、 with product application, specific system design, and provide technical information about how a product will function best under particular environments or situations. Technical salespersons are often used for computers, machinery and equipment, and steel and chemicals.BProspecting./B The first ste

41、p in personal selling is to identify potential buyers of the product that is being sold. This can be done by examining directories or trade lists that identify people who use various types of products. The salesperson concentrates his or her efforts on prospects who have needs and wants, financial a

42、bility, and authority to purchase the product.BApproaching./B The salesperson finds and analyzes information about prospects needs and desires for products. The information helps the .salesperson approach the potential customer. There are different types of approaches. Using a referral, the salesper

43、son explains to the prospect that an acquaintance or some other person has indicated that the prospect might be interested in the product. Using cold canvassing, the salesperson calls on potential customers without any prior notice or referral.BPresenting./B After making the approach, the salesperso

44、n must make a presentation to get the prospects attention and to persuade the prospect to buy the product. In making the presentation, it is important for the salesperson to use stimulating methods. Demonstrating the product and using visual aids such as a videotape or slides can assist greatly in t

45、he presentation. The salesperson should demonstrate what the product can do and the benefits associated with it.BHandling objections./B Objections are reasons mentioned by the prospect for not buying the product. One of the best ways for a salesperson to handle an objection is to try to anticipate a

46、nd counter it before it is expressed. Doing this is risky, however, because the salesperson may bring up an objection that the prospect had not thought of. At any rate, objections should be dealt with immediately when they arise. A good salesperson does not dodge objections but find out what the obj

47、ections are and tries to deal with them. A successful sale may depend on how well the salesperson handles objections. BClosing. /BClosing is asking the prospect to buy the product. It is an important step in personal selling because a customer may actually be reluctant to volunteer to purchase a pro

48、duct. Prospects usually need some encouragement or persuasion to make a purchase decision. This is the salespersons last spurt and determines whether the sale will be consummated. A trial close involves asking questions that assume the customer is going to buy the product, its purpose is to get answers to identify objections. The trial close indicates what decision is going to be made. Trial closing questions relate to matters such as delivery dates and model colors.BFollowing up./B A