剑桥商务英语高级-57及答案解析.doc

1、剑桥商务英语高级-57 及答案解析(总分：99.00，做题时间：90 分钟)一、READING(总题数：0，分数：0.00)二、PART ONE(总题数：1，分数：8.00)A In terms of efficiency, not size, the advertising industry is only now starting to grow out of its century-long infancy, which might be called “the Wanamaker era“ . It was John Wanamaker, a devoutly Christian me

2、rchant 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 also became the first modern advertiser when he bought space in newspapers to promote his stores. He went about it in a Chri

3、stian way, neither advertising on Sundays nor fibbing(thus minting the concept of “truth in advertising“ ). B The website is readily available to any consumer with a computer, and in this day and age, includes the majority of consumers throughout the world. There are no additional costs in reaching

4、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 on the higher side. The bottom line is that the advantages of Internet advertising is much more than that of its traditi

5、onal print forerunner, in lessened costs, availability, expanded consumer markets, and largely in the overall profit margin. C The best way to distinguish between advertising and marketing is to think of marketing as a pie, inside that pie you have slices of advertising, market research, media plann

6、ing, 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 these elements must not only work independently but also work together towards the bigger goal. Marketing is a proce

7、ss 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 the company and consumers. D The advantages of print media enable you to send in the copy and have it displayed on t

8、he 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 you follow the guidelines set out by the newspaper. This will usually exclude nudity and strong sexual references i

9、n the copy and publishers will usually adhere to advertising standards legislation. E You write ads, based on relevant keywords for your businessthese are displayed on search results pages and websites within that network. If someone types in a keyword/phrase relevant to your business and that match

10、es 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, it is important to make the advert clear, so to avoid wasted clicks from people who misunderstood your message.（分

11、数：8.00）(1).In pay per click, the advertisers pay their host only when their ad is clicked.（分数：1.00）(2).Advertising is certainly part of marketing.（分数：1.00）(3).The traditional print advertising is more expensive and less reachable than internet advertising.（分数：1.00）(4).Print media will still have a s

12、trong foothold amongst readers.（分数：1.00）(5).Advertising online is not limited by geography or time.（分数：1.00）(6).Wanamaker refused to advertise on Sundays because he was a practicing Christian.（分数：1.00）(7).You should make your advert precise to avoid extra money cost.（分数：1.00）(8).The pricing of produ

13、cts will have a direct effect on your business.（分数：1.00）三、PART TWO(总题数：1，分数：6.00)Transformation of Strategies of Thomson CorporationHow does a business-to-business company find out exactly what end users do with its products? That was the question we wrestled with at the Thomson Corporation, because

14、 the people who buy from us are not the same people who actually use our products in their daily work. But as older generations die out and younger ones come online, and as generations in the middle try e-books and realise their advantages, the demise of paper books will continue to accelerate. For

15、Thomson, the answer has been to combine multiple methods of deep customer inquiry, from market surveys to observing users directly in their workplace. Those efforts have been part of a front-end customer strategy that has become the cornerstone of the company“s transformation. This strategy has incl

16、uded asking lawyers, accountants, financial analysts, investment managers, scientific researchers, and other professionals who use our products and services what they do on a minute-by-minute basis. 1 By doing so, we“ve learned how to help end users with their work in ways that might otherwise never

17、 have occurred to us. Such scrutiny of the end user wouldn“t be unusual if we were a consumer products company. 2 But like most other B2B companies, Thomson historically had a much better understanding of its buyers than of its end users. 3 The transformation of Thomson began a little over a decade

18、ago. 4 We published more than 200 newspapers, along with textbooks, law books, and professional journals, and operated the largest leisure travel business in the United Kingdom. Thomson was a prosperous leader in its markets, but we were concerned about the long-term viability of our business portfo

19、lio. First, our markets were not equal in terms of growth potential. Leisure travel, for example, was becoming increasingly competitive and turning into a commodity. To realise Thomson“s full potential, we needed to become less diversified and more focused on the business model with the best prospec

20、ts for the future. Second, as we looked around the corner we could see the beginnings of a radical change in market dynamics. 5 The worth of our considerable paper assets was in jeopardy. The transformation began with the divestiture of businesses that didn“t fit our strategic focus on information p

21、ublishing services and with the acquisition of professional information publishing assets that did, along with investments in the technology needed to build and deliver products and services online. 6 These advances were driven by the changing needs of our end users and, by extension, our buyers. A

22、The real breakthroughs, however, came a few years into the transformation process. In 2001, when we realised we needed to focus more closely on customers than ever before. B At the time, Thomson was a nearly 70-year-old holding company with $8.7 billion in revenue. C But as older generations die out

23、 and younger ones come online, and as generations in the middle try e-books and realise their advantages, the demise of paper books will continue to accelerate. D P it does for the most part generate a 47positive return in the short term. But let there be no doubt on that a truly strategic 48recruit

24、ing function would do a fraction of what typically gets done and a lot more 49of what hasn“t been getting done. Strategic actions have a broader, long-term 50impacts on that manifest themselves by fundamentally altering an organisation“s 51capability or capacity to compete with. Little of what gets

25、billed as being these days 52is actually strategic. In fact, it seems that the word “strategic“ in conjunction with recruiting is most often used by vendors selling goods and services that have absolutely no strategic impact.（分数：12.00）八、WRITING(总题数：0，分数：0.00)九、PART ONE(总题数：1，分数：2.00)1.Question 1 The

26、 pie charts below show the percentages of employee“s satisfaction degree on the two leaders. Using the information in the chart, write a short report summarising the satisfactory level of the leaders. Write 120-140 words. （分数：2.00）_十、PART TWO(总题数：3，分数：6.00)2.Question 2 Your line manager has asked yo

27、u to write a report on the feasibility of launching a new product. Write the report to your line manager briefly introducing the advantages of your products compared with those of the competitors stating who your ideal customers are explaining your marketing strategy and tactics. （分数：2.00）_3.Questio

28、n 3 Your company has received a letter asking for some information about your new product “Phoenix“ self-erecting tower crane. You have been asked by your product manager to write a reply to the letter. Write the letter including the following information briefly introducing your tower crane stating

29、 some rules for product ordering expressing hope for corporation. （分数：2.00）_4.Question 4 You want to put forward a suggestion to open a new branch of your companya fast-food restaurant. Write a proposal to your line manager recommending that the branch would be profitable and rewarding. Write the pr

30、oposal for your line manager, including the following information stating the need for opening a new branch indicating your further investigation of the potential of opening a new branch showing your specific plan for opening the new branch. （分数：2.00）_十一、LISTENING(总题数：0，分数：0.00)十二、PART ONE(总题数：1，分数：

31、12.00)How to write a tourism marketing plan1 A tourism marketing plan helps you make marketing decisions by arranging tasks, selecting messages, and 1to promote your area. 2 2about the travelers of your area is necessary for an effective plan. 3 First, you should set your 3. 4 Your marketing goals s

32、hould be far-ranging so that they can be accomplished through 4. 5 SWOT is short for 5, 6, 7and Threats. 6 Strengths and weaknesses are that could have an impact on your market position. 7 Opportunities and threats are external forces that influence your 8. 8 Thirdly, create a community or 9. 9 Make

33、 10of the features your area offers including food and accommodation, etc. 10 Fourthly, recognise your 11. 11 Ask for 12information such as gender, age, income and home town. 12 Finally, set marketing objectives for each 13. （分数：12.00）十三、PART TWO(总题数：2，分数：10.00)Task One-What is mainly talked about F

34、or questions 13-17 , match the extracts with the main idea, listed A-H . For each extract, decide what is mainly talked about. Write one letter (A-H) next to the number of the extract. A to ask for a pay raise B experience share in customer service C the notice of welcoming a new employee D the auto

35、mation of the production process company E assuming the position of assistant product manager F the creation of the sales forecast G the extension of contract and more sales activities H the creation of healthy corporate culture （分数：5.00）(1). 1（分数：1.00）(2). 1（分数：1.00）(3). 1（分数：1.00）(4). 1（分数：1.00）(5

36、). 1（分数：1.00）Task Two-What do they do For questions 18-22 , match the extract with what they do, listed A-H . For each extract, choose what do they do. Write one letter (A-H) next to the number of the extract. A a human resources manager B a wholesaler C a software engineer D an employee in customer

37、 service department E an assistant product manager F a finance manager G a sales manager H an investment consultant （分数：5.00）(1). 1（分数：1.00）(2). 1（分数：1.00）(3). 1（分数：1.00）(4). 1（分数：1.00）(5). 1（分数：1.00）十四、PART THREE(总题数：1，分数：8.00)（分数：8.00）(1).Whom do business angels usually invest in?（分数：1.00）A.busine

38、ss start-ups and small businessesB.large businessesC.individuals(2).Business angles are usually（分数：1.00）A.CEOs of famous companies.B.affluent individuals who retired from businesses.C.venture capitalists.(3).Which of the following is not the reason for individuals to be engaged in angel investing?（分

39、数：1.00）A.to keep pace with business development in a particular areaB.to offer advice to young generation of entrepreneursC.for money only(4).Which of the following is not the channel for angle investors and private companies to meet?（分数：1.00）A.through recommendations from the investor reliable sour

40、cesB.through an agent bankC.through investor conferences or symposia(5).How does angel investment differ from bank loans?（分数：1.00）A.The former doesn“t charge interest.B.They invest in different businesses.C.They have different rates of interest.(6).How long do the business angels usually expect to g

41、et a good return?（分数：1.00）A.in a yearB.as soon as the money is investedC.in about five years(7).The angel investors rejects a company for the following reasons except?（分数：1.00）A.lack of growth potential and of sufficient talent of the managementB.without full understanding of the entreprenuer or the

42、 mainstay employeesC.the scale of the business is too small(8).What role does the angel investor play in the companies he invests?（分数：1.00）A.a complete outsiderB.to be involved in the companyC.to be a member of the board of directors十五、SPEAKING(总题数：0，分数：0.00)十六、PART ONE(总题数：1，分数：-1.00)5.In this part

43、, the interlocutor asks questions to each of the candidates in turn. You have to give information about yourself and express personal opinions. （分数：-1.00）_十七、PART TWO(总题数：1，分数：5.00)6.A Advertising : how to measure the effectiveness of advertising B Marketing : how to deal with customers“ objection C

44、 Staff : top three qualities of an ideal employee （分数：5.00）_十八、PART THREE(总题数：1，分数：5.00)7.For two candidates Developing internal communication strategyThe company you work for is considering developing sound internal communication strategy to strengthen the effective communication among staff. As th

45、e director of human resource department, you have been asked to hand in a proposal. Discuss and decide together: what is the importance of a sound internal communication strategy for a company what factors should be considered in developing a sound communication strategy. For three candidates Develo

46、ping internal communication strategyThe company you work for is considering developing sound internal communication strategy to strengthen the effective communication among staff. As the director of human resource department, you have been asked to hand in a proposal. Discuss and decide together: wh

47、at is the importance of a sound internal communication strategy for a company what factors should be considered in developing a sound communication strategy list some benefits of effective internal communication. （分数：5.00）_剑桥商务英语高级-57 答案解析(总分：99.00，做题时间：90 分钟)一、READING(总题数：0，分数：0.00)二、PART ONE(总题数：1，分数：8.00)A In terms of efficiency, not size, the advertising industry is only now starting to grow 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 n