剑桥商务英语中级-166及答案解析.doc

1、剑桥商务英语中级-166 及答案解析(总分：100.00，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：7.00)A. ACCOUNTING thats $10 more than the going rate among thieves. If you think youre a victim of identity theft, you can ask for fraud alerts to be put on file at each of the three credit-report companies. You can

2、 also download a theft-report form at: www. consumer. gov/idtheft, which, along with a local police report, should help when irate creditors come knocking. Just dont expect justice. That audacious help-desk worker was one of the fewer than 2% of identity thieves who are ever caught.A. A lot of them

3、go Dumpster diving for those millions of “pre-approved“ credit-card mailings that go out every day.B. It used to get quite interesting around the dinner table.C. That allowed the gang to cherry-pick consumers with good credit and applies for all kinds of accounts in their names.D. So theres little f

4、inancial incentive for them to make the application process more secure.E. All allow you to order reports online, which is a lot better than wading through voicemail hell on their 800 lines.F. Otherwise its going to cost $8 to $14 each time.G. This was an inside job, according to court documents.（分数

5、：5.00）填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_四、PART THREE(总题数：1，分数：6.00)Creative Teams and ManagementWhen Colgate launched its then revolutionary Colgate Gum Protection toothpaste in 1990, company executives were confident they had a hit on their hands. The toothpaste incorporated a groundbreaking antib

6、acterial technology they thought was the biggest innovation since fluoride. But in the months after the toothpastes six-country rollout, the products market share reached a meager 1%) one-fifth of the companys projections.What went wrong? A new round of market research found that the original launch

7、 strategy muted the “breakthrough“ message; the ads positioned the new toothpaste as a line extension instead of a revolutionary advance, and the public just didnt buy the products broad claims. Up to this point, Colgates president, Bill Shanahan, had attended only quarterly review meetings; now he

8、rolled up his sleeves to rescue the product, establishing a worldwide marketing team and meeting regularly with global business vice president Kathleen Thornhill and CEO Reuben Mark to follow the teams progress.Shanahan and others at the very top sifted through the research and took part in the adve

9、rtising development meetings, working elbow to elbow with the marketing team renamed colgate Total, and promoted with a retooled ad campaign that stressed the toothpastes 12- hour protection, the product was a hit in most of the 103 counties outside the United States.Shanahan continued to lavish per

10、sonal attention on the product, putting Colgate Total under the direct supervision of Jack Haber, the worldwide director of consumer oral care products, and committing $35 million and a team of 200 employees to the project. With that kind of senior-level backing, Harber pulled out the stops, spendin

11、g $ 20 million to promote Colgate Total to U. S. dentists alone. Within two months of its domestic launch in 1997, the product captured 10.5% of the U. S. toothpaste market and within six months muscled perennial champ, Procter thats $10 more than the going rate among thieves. If you think youre a v

12、ictim of identity theft, you can ask for fraud alerts to be put on file at each of the three credit-report companies. You can also download a theft-report form at: www. consumer. gov/idtheft, which, along with a local police report, should help when irate creditors come knocking. Just dont expect ju

13、stice. That audacious help-desk worker was one of the fewer than 2% of identity thieves who are ever caught.A. A lot of them go Dumpster diving for those millions of “pre-approved“ credit-card mailings that go out every day.B. It used to get quite interesting around the dinner table.C. That allowed

14、the gang to cherry-pick consumers with good credit and applies for all kinds of accounts in their names.D. So theres little financial incentive for them to make the application process more secure.E. All allow you to order reports online, which is a lot better than wading through voicemail hell on t

15、heir 800 lines.F. Otherwise its going to cost $8 to $14 each time.G. This was an inside job, according to court documents.（分数：5.00）填空项 1:_ （正确答案：C。）解析：解析 本段开头介绍了最大的一起信用卡盗窃案，空白处前一句讲的是一个软件公司网上盗取信用卡密码等，卖给一些犯罪团伙，空白处显然要填写犯罪刚伙如何作案。选项 C符合题意。填空项 1:_ （正确答案：D。）解析：解析 空白处上文阐述了这一犯罪的严重性，前一句讲的是信贷公司每年赚 1.3万亿，其中 2%的

16、收入被骗子诈取。后一句讲的是就目前，你自己该采取防范措施了，显然空白处要选择银行方面防护薄弱的句子。选项 D：“So，theres little financial incentive for them to make the application process more secure.”意为：“因此，几乎没有任何金钱的刺激米促使他们把申请过程做得更安全一些。”符合题意。填空项 1:_ （正确答案：A。）解析：解析 空白处后一句以“others”开头，对应选项 A中的“a lot of”。故选 A。填空项 1:_ （正确答案：E。）解析：解析 空白处前文讲的是三个网站，选项 E中的“onl

17、ine”对应前文，故选 E。填空项 1:_ （正确答案：F。）解析：解析 空白处前一句讲的是假没你住在免费服务的城市，则后文就需要选择有转折意思的选项，选项 F：“Otherwise its going to cost $8 to $14 each time.”符合题意。四、PART THREE(总题数：1，分数：6.00)Creative Teams and ManagementWhen Colgate launched its then revolutionary Colgate Gum Protection toothpaste in 1990, company executives w

18、ere confident they had a hit on their hands. The toothpaste incorporated a groundbreaking antibacterial technology they thought was the biggest innovation since fluoride. But in the months after the toothpastes six-country rollout, the products market share reached a meager 1%) one-fifth of the comp

19、anys projections.What went wrong? A new round of market research found that the original launch strategy muted the “breakthrough“ message; the ads positioned the new toothpaste as a line extension instead of a revolutionary advance, and the public just didnt buy the products broad claims. Up to this

20、 point, Colgates president, Bill Shanahan, had attended only quarterly review meetings; now he rolled up his sleeves to rescue the product, establishing a worldwide marketing team and meeting regularly with global business vice president Kathleen Thornhill and CEO Reuben Mark to follow the teams pro

21、gress.Shanahan and others at the very top sifted through the research and took part in the advertising development meetings, working elbow to elbow with the marketing team renamed colgate Total, and promoted with a retooled ad campaign that stressed the toothpastes 12- hour protection, the product w

22、as a hit in most of the 103 counties outside the United States.Shanahan continued to lavish personal attention on the product, putting Colgate Total under the direct supervision of Jack Haber, the worldwide director of consumer oral care products, and committing $35 million and a team of 200 employe

23、es to the project. With that kind of senior-level backing, Harber pulled out the stops, spending $ 20 million to promote Colgate Total to U. S. dentists alone. Within two months of its domestic launch in 1997, the product captured 10.5% of the U. S. toothpaste market and within six months muscled pe

24、rennial champ, Procter it is in the early stages of development.Retailer: So the AIO survey of consumers is not enough. What else should I pay attention to?Sociologist: Culture, social class, reference groups and class consciousness are social dimensions of life style that have an impact on purchasi

25、ng behavior. A persons culture affects the importance of family, religion, education and other concerts. North Americans act differently than South Americans or Europeans because of their cultural heritage. For example, in the United States, purchasing decisions are more decentralized: religion has

26、a declining impact on behavior. From a retailing perspective, the norms or standards of behavior that are influenced by culture are most important. Culture has an impact on all aspects of the purchasing process.Retailer: How do social classes influence a persons purchasing behavior?Sociologist: Lowe

27、r-class consumers have limited information sources and seek local, friendly retailers. Middle class consumers utilize media information and extensive search. They are willing to shop out of their neighborhoods. Up- per-class consumers use media information and shop at prestige stores. For products o

28、r services that are conspicuous, reference groups have an important role in the purchasing process. Those reference groups that are face- to-face have the most impact on the purchasing process. The different types and uses of reference groups need to be understood, As an example, ones neighbours are

29、 a membership reference group. However, a retailer must distinguish between the use of neighbours as a reference group by suburbanites and the use by city dwellers. The suburbanite will follow his or her neighbours and know them much better. City dwellers are more independent and know little about t

30、heir neighbours.Retailer: Dont you think motives are very important in purchasing behavior?Sociologist: Yes. Personality, motives, and performance are individual dimensions of life style that have an impact on purchasing behavior. A consumers personality traits affect the purchase process. For an im

31、patient person, the process is short. For someone with little selfconfidence, the process is long. Post purchase satisfaction is very important to a status seeker. Consumers have different motives (reasons) when they buy products. Motives are critical when the consumer ranks alternatives and makes a

32、 final decision. Motives do change in different situations. A persons performance in various roles determines his or her social acceptance and influences the purchasing process.Retailer: Thank you very much. I think Ive learned about the importance of life style解析 由原文“The consumers activities, inter

33、ests, and opinions or AIO can be used to analyze life styles and their impact on purchase behavior.”可知 AIO代表了 activities(活动)，interests(兴趣)和 opinions(选择)。(2).Another name for AIO measurement isA. psychographics.B. demographics.C. statistics.（分数：1.00）A. B.C.解析：解析 由 The use of the AIO measurement has a

34、lso been called psychographics可知，AIO测量法也叫做 psychographics，意为“心理统计特征”。(3).According to the author, the most important social factor in purchasing process isA. reference groups.B. social classes.C. culture.（分数：1.00）A.B.C. 解析：解析 由原文“From a retailing perspective, the norms or standards of behavior that

35、are influenced by culture are most important.”可知，文化对于购买过程的影响是最大的。(4).If you are running an upper level fur store, youd better attract your customers byA. lowering prices.B. mass advertising.C. improving the product packaging.（分数：1.00）A.B. C.解析：解析 由原文 Upper-class consumers use media information and s

36、hop at prestige stores可知，高档次的消费者通过媒体来了解产品并选择高档商店。因此吸引他们的有效方式就是广告。(5).Sometimes, the reference groups have the most impact on the purchasing process, so a retailer must pay much attention to the reference groups composed byA. family members.B. suburbanites.C. city dwellers.（分数：1.00）A. B.C.解析：解析 通过 Th

37、ose reference groups that are face-to- face have the most impact on the purchasing process可知，那些容易面对面交流的顾客群体容易影响购买行为，因此只有 A项中的家庭成员是最符合这个群体的。(6).For the customer with much self- confidence, the purchasing process isA. endless.B. long.C. short.（分数：1.00）A.B.C. 解析：解析 由 For someone with little self confid

38、ence, the process is long可知，没有购买信心的顾客购买过程是很长的，相反可知购买过程则较短暂。故选 C。(7).When the consumer thinks of alternatives and makes a final decision, the most important individual factor will beA. personalities.B. motives.C. performance.（分数：1.00）A.B. C.解析：解析 由 Motives are critical when the consumer ranks alterna

39、tives and makes a final decision可知，购买动机是影响他们做购买决定的重要因素。(8).One of the individual dimensions of lifestyle mentioned by the sociologist isA. performance.B. interests.C. class consciousness.（分数：1.00）A. B.C.解析：解析 由“A persons performance in various roles determines his or her social acceptance and influe

40、nces the purchasing process. ”可知，一个人在各种角色中的表现决定了购买过程。故选 A。十九、SPEAKING(总题数：0，分数：0.00)二十、PART ONE(总题数：1，分数：5.00)3.Questions:(1)Can I have your full name please?(2)What kind of books do you like best?(3)Do you think companies should provide training for their staff?（分数：5.00）_正确答案：(1)Yes, Its my pleasur

41、e. Im Li Ping.(2)I like novels. Please allow me to explain. Firstly, I like to read a storyline that is full of intrigue and suspense. For example, many love stories have characters who are involved in all sorts of conflicts amongst them. The most common one known all over the world since ancient ti

42、mes is the so-called “love triangle“(3)Definitely yes. The training can enlarge the scope of the employees professional knowledge, which finally contributes to the work efficiency of their occupation.)解析：二十一、PART TWO(总题数：1，分数：5.00)4.A: What is important when.?Coping with a heavy workloadTime managem

43、entBenefits systemB: What is important when.?Maintaining the popularity of a product among consumersHigh qualityDiscountsC: What is important when.?Delegating work to othersChoice of person for the taskClear organization（分数：5.00）_正确答案：(I choose topic Awhat is important when coping with a heavy workl

44、oad. Regarding for this topic, I have three points to discus as follows:First, time management is an important aspect to consider. The overlong work can only result in less efficiency with a waste of labor and source. So the company should let every worker work within the proper time.Also, for a heavy workload, a good benefits system can be the most aspect to success. It can