剑桥商务英语高级-74 (1)及答案解析.doc

1、剑桥商务英语高级-74 (1)及答案解析(总分：102.00，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)AGain the MBA recognised worldwideUnlike other MBAs, the Carfax College MBA is known all over the world and is praised by employers for its realistic approach. The entire course is based on projects and case s

2、tudies, and progress is monitored and graded throughout the course. You must be willing to work closely with others, as this is an integral part of the learning process. For a brochure, contact the address overleaf.BMBA the Harvey Business School wayLooking for the best? The highest quality does not

3、 come cheap. When you consider the calibre of the world-famous professors you will be studying with, you will understand why our course is not the cheapest available. We do, however, offer total flexibilityyou can arrange your hours to suit your own pattern of work and personal obligations.N.B. Fina

4、l examinations in June every year.All our teaching premises are wheelchair accessible.For further details call 020766718 now, or E-mail us on harveyinterschool. comUk.CMBA at Alpha CollegeGain an international business qualification at Alpha College in London.Total quality course at a truly competit

5、ive price.A brighter portfolio means brighter prospects.Quality output demands quality input; there are therefore minimum requirements for applicants: Education at least to graduate level. Minimum five years experience at managerial level.Four ten-week terms (Monday to Thursday): short, highly inten

6、sive learning opportunities for the committed businessperson. No weekend or residential school attendance required.Contact us direct to hear more. Phone, fax and E-mail numbers overleaf.DFlexibility at ElwoodFlexibility is vital in todays business world. We therefore offer a modular course, which me

7、ans that you can gain any of the following qualifications while following the General MBA course. Bachelor of Business Administration (2 years) Certificate or Diploma in Financial Management (2/4 semesters)EPart-time MBA course in DulwichNeed to sharpen up your CV? Employers demand the highest quali

8、fications but are rarely willing to release their best employees for long periods of time. The Dulwich MBA therefore offers a three-year part-time course; only day release is necessary, apart from the four-day residential summer school in July or August each year. As the course is spread over three

9、years, there are greater opportunities for assimilation of the information which you acquire. All key texts were published in the last five years.Diploma in Personnel Development Studies (4 semesters)It is this type of flexibility, so important throughout business today, together with the vitality o

10、f our approach, which makes our course the best on the market. Specially tailored one-to-one or small group courses for the highly experienced manager also available.Call the number overleaf for a free brochure.（分数：8.00）(1).This course is staffed by well-known tutors.（分数：1.00）填空项 1:_(2).There are fa

11、cilities for students with disabilities.（分数：1.00）填空项 1:_(3).This course uses a system of continuous assessment.（分数：1.00）填空项 1:_(4).If you study on this course, you must live in the college for several days.（分数：1.00）填空项 1:_(5).Teamwork is essential on this course.（分数：1.00）填空项 1:_(6).You can plan your

12、 attendance to fit in with your own requirements.（分数：1.00）填空项 1:_(7).Individual tuition is offered at this institution.（分数：1.00）填空项 1:_(8).Work experience at a senior level is essential for acceptance on this course.（分数：1.00）填空项 1:_三、PART TWO(总题数：1，分数：6.00)Travel stress brings boom to health clubsA

13、rapid growth in business travel has provided a lucrative spin-off for British health clubs as companies try to prevent hard-working executives from suffering travel-related stress. Health clubs are fully booked throughout the coming months all around the country and many are planning to expand their

14、 facilities.The Champneys group of health clubs adopt a inflexible measures. According to Gillie Turner, group marketing manager for the Champneys group of health clubs, during the last recession executives lost many of their extra benefits as companies cut back. (9) She says that large companies al

15、so seem to have decided that it is no good sending someone to a country like Spain as a reward for doing a good job, because they will simply eat too much and flop onto a beach. (10) Champneys, the company acknowledged as the market leader in this field, is now planning to introduce a special “Profi

16、ting from Stress“ course, which will run over three days. (11) Jonathon Stapleton, general manager of Champneys, says that modern corporate life being what it is, most business travellers find that they are having to do the work whicheven a year agowas done by two. (12) To meet this new demand, othe

17、r health clubs are also thinking of introducing similar schemes. Clare Brandish, the sales and marketing director of another health club, has noticed a marked change in the clientele at her club. (13) Businesses of all kinds are anxious to reduce absenteeism. (14) Much of the problem is caused by lo

18、ng periods away from home, irregular hours, business entertaining and jet lag.According to the Guild of Business Travel Agents, sales of business-class airline tickets have risen by 12% in the past year, hotel bookings have gone up by 36% and car hire has risen by 24 %. Dave Reynolds, the GBTA chief

19、 executive, says that the trouble is that the same number of people are being asked to travel more often. He comments that it is no wonder they need to take a break in a health club. A. It has been calculated that about 40 million working days are lost each year in Britain because of stress, ten tim

20、es as many as are lost to industrial disputes. B. Instead, they want executives to become fitter so that they can do even more for the company in the future. C. This has involved a considerable rise in the number of business bookings, whereas previously most clients came as private individuals. D. N

21、ow they are being restored, as industry realises that the health of its executives is vital. E. But who will benefit most from these developments? F. Because of the pressures this imposes, many companies have now decided that it is worthwhile paying for their senior executives to take a proper break

22、 and get advice on how to combat stress. G. Executives taking part in it will be given massages and health treatments, workouts and a range of talks on how to deal with stress, especially when travelling. H. The Champneys group of health clubs adopt a inflexible measures.（分数：6.00）填空项 1:_填空项 1:_填空项 1

23、填空项 1:_填空项 1:_填空项 1:_四、PART THREE(总题数：1，分数：6.00)Not long ago innovation was The Big Idea in marketing circles. Now, however, its hard to see the benefits of this rush to innovate. Indeed if anything, companies seem to be drawing back from innovation, not charging ahead. But just a few years ago ma

24、ny companies were combining a commitment to create entirely new product categories through innovative technologies working to hugely ambitious growth targets with a root-and-branch organisational overhaul designed to free up creativity and speed new product roll-outs.The result was that as resources

25、 were shifted away from core businesses, sales and profits faltered, share prices slumped and CEOs were ousted. Now the mantra is a more conservative focus on the top brands, the top retail customers and the top markets. Its being rewarded in many cases by healthier share prices. This sustained effo

26、rt to cut long tails of smaller brands and focus marketing resource on existing leaders seems to be paying off.So were we wrong to pinpoint innovation as key to long-term market success? Surely not. But we might have underestimated the enormous complexity of this beast. The term “innovation“ may be

27、simple enough but it spans a vast landscape, including the type and degree of innovation, marketing purpose, management process and market circumstance, not all of which are well understood.Take “type“ of innovation. Are we talking about new products only? Or new processes, new channels, underlying

28、technologies, organisational structures and business models? When should the innovation involve a new brand? Or take “degree“. Are we aiming for blue-sky inventions that will transform markets and create new categories? Or marginal tweaks in, say, formulation or packaging that give us an excuse to a

29、dvertise something “New! Improved!“? Likewise, is the marketing purpose of the project to steal a march on competitors and drive incremental growth, or to update an obsolete product line and play catch-up to competitors? As one business news editorial complained, “innovation“ is often just “simple p

30、roliferation of similar products“. Then theres process. What is the best way to manage this particular innovation? Is it to employ creative revolutionaries and set them free, or is disciplined risk management, requiring the careful testing and sifting of options to pick winners a better approach? In

31、 larger organisations, has senior management really made time spent in cross-functional teams a recognised element of successful career paths? What time frames (eg. payback periods) and degrees of risk is senior management comfortable with? And does the organisation have a culture that fits the chos

32、en approach? Does it “celebrate failure“, for example, or is it actually a risk-averse blame culture (despite what the CEO says in the annual report) ?Successful innovation requires clearing two hurdles. First, it needs the right project with the right degree of innovation to fit with the right mark

33、eting purpose, the right innovation process, corporate culture and market circumstance. Second, it needs senior managers that understand the interplay between these different factors, so that rather than coming together simply by chance, they are deliberately brought together in different ways to me

34、et different circumstances.Clearing Hurdle Two can happen “by accident“. Clearing Hurdle One requires real skill. We can all point to admirable, inspiring innovations. But how many companies can we point to and say “these people have mastered the art of innovation“? Brilliant innovation is a wonderf

35、ul thing. Expert innovation management is even better and much rarer.（分数：6.00）(1).According to the first paragraph, a few years ago companies _.（分数：1.00）A.trusted in technology to improve existing productsB.chose to focus heavily on marketing activitiesC.expected that growth would increase steadilyD

36、believed they needed to produce new goods(2).What problem is indicated in the second paragraph?（分数：1.00）A.Insufficient attention to brand identity damages company profits.B.A lack of product diversity reduces a companys appeal.C.Business leaders are not attracted to slow-performing companies.D.Slow

37、 reactions to business trends reduce investors interest.(3).According to the third paragraph, it would be a mistake to _.（分数：1.00）A.rely on future benefits in business planningB.deny the benefits of pursuing innovationC.neglect the importance of strategic issuesD.predict the outcomes of innovations(

38、4).According to the fourth paragraph, companies should ensure that _.（分数：1.00）A.their approach to risk management is fully newB.the progress of an innovation is as speedy as possibleC.their new products are radically different from competitorsD.the benefits of participating in teamwork are fully ack

39、nowledged(5).What is suggested in the fifth paragraph?（分数：1.00）A.The steps involved in innovation must be tackled in sequence.B.Market forces should be a companys primary consideration.C.The types of innovation sought must be appropriate to a company.D.Elements of chance should be assumed in decisio

40、n-makin(6).Doubt is expressed in the final paragraph as to whether _.（分数：1.00）A.most businesses realise the conditions required for innovationB.businesses should trust in benefits which they did not predictC.the majority of businesses are able to innovate successfullyD.businesses should expect indiv

41、idual staff to generate ideas五、PART FOUR(总题数：1，分数：10.00)A CHALLENGE TO TRADITIONAL BANKINGTraditional methods of banking are under threat from a “new type of account“ which is actually meant to be almost perpetually in debit. This account, to be (21) in a few months time, is intended to (22) a range

42、 of personal banking services; such as current accounts, mortgages, personal loans and credit cards. Customers, who must (23) that they are at least five years from retirement, will be required to (24) a mortgage of at least 10,000 on their homes and have their salaries paid directly into the accoun

43、t. They will then have an agreed credit (25) of up to three times their annual salary, to use as they wish, as well as the usual (26) such as debit, credit and cash cards and a cheque book. Accounts in debit will be charged interest at a rate of 8.2 percent. This (27) favourably with the standard mo

44、rtgage rate of 8.45 percent, personal loan rates of around 13 percent and credit card (28) of about 22 percent. When the debt is clearedas it must be by the time the customer retiresand the account goes into credit, it will attract interest at about 5 percent. Some experts say that it will revolutio

45、nise personal banking in the UK. But the (29) has been dismissed as a gimmick by rival banks and criticized by consumer groups, which are voicing fears that many customers on average incomes could be (30) into serious debt.（分数：10.00）A.embarkedB.launchedC.issuedD.releasedA.associateB.encloseC.mixD.co

46、mbineA.persuadeB.proveC.witnessD.convinceA.take toB.take offC.take outD.take inA.limitB.barrierC.ControlD.extentA.meansB.amenitiesC.facilitiesD.opportunitiesA.connectsB.comparesC.relatesD.differsA.expensesB.receiptsC.billsD.chargesA.programmeB.schemeC.deviceD.designA.descendedB.fallenC.placedD.plung

47、ed六、PART FIVE(总题数：1，分数：10.00)The skys the limitThe worlds top airlines have been, battling for several years to equip the business class of their aircraft with everything they believe the business customer could desire. Over , 2bn plane has been spent on services. (31) as faxes, on-board shopping an

48、d even video games. The problem (32) that business customers do not seem particularly interested in hi-tech entertainment and certainly not in working (33) they are travelling, flying is, for most business travellers, a chance to relaxThis has been indicated by a number of surveys which have given b

49、usiness travellers a chance to say (34) they want from air travel. (35) highest priority is given to old-fashioned airline values such as comfort, fast check-in and good food. Not surprisingly, the most important single priority, on long-haul flights is comfortable seals. The survey, also revealed that travell