剑桥商务英语高级-108及答案解析.doc

1、剑桥商务英语高级-108 及答案解析(总分：104.00，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)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 o

2、r practical work or a particular subject in which a group of people 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 worksho

3、p may be many relevant activitiesdemonstrations, displays and operations 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

4、hall this morning.“BSymposiumSymposium (pl, symposia/symposiums) 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

5、say “They are going to participate in file Second International Symposium 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.“ I

6、n terms of scale, a symposium may be smaller than a conference, because 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 sympo

7、sium.CSeminarSeminar is usually a class-like meeting, where participants 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

8、 them. For example, we can say “This afternoon well have a seminar 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 p

9、articular field. Participants of the meeting will express their ideas 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 ev

10、ent can be called a meeting. So we often say or hear “Lets have a 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; th

11、e participants, many or a few, and so on. To specifically clarify 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 a

12、nd more specific in the range of topic.（分数：1.00）填空项 1:_(3).Its emphasis 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).T

13、he attendances are certain invited professionals.（分数：1.00）填空项 1:_(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:_三、PART TWO(总题数：1，分数：6.00)How to Handle Customers Complaints. Complainers can damage a company faster than yo

14、u can say “Im sorry.“ But the companies with savvy are turning them into loyal buyers. Fred Jerome survived a frequent flyers 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 Air

15、port was blanketed in fog and the pi- lot circled for two hours before landing in Hartford Connecticut, to refuel. “No one may 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 Airpor

16、t some passengers protested in fury. He relented and finally landed in Boston about 4pm. Jerome caught a flight home and arrived 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

17、it can. (9) Simply listening to complaints boosts brand loyalty that is, a customers tendency to buy again. “The key is getting 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 o

18、ver a decade. (10) The average return for makers of consumer durables like washing machines and refrigerators is 100%. In 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 retailin

19、g where top quality service is essential for keeping customers. Maryanne Rasmussen, vice president in charge of world-wide 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.“

20、The growing evidence that customer happiness affects the Profits and Loss report is one reason that firms like Coca-Cola and British Airways have invested billions of dollars to improve complaint handling. (11) Pan Ams response to Fred Jerome was a case study of how not to handle complaints, At the

21、end of Jeromes 9 hour ordeal, a Pan Am steward advised him to complain to the customer service unit at the airlines New York Headquarters. Jerome went to the headquarters only to be told that Pan Ams LaGuardia Airport office handles complaints about the shuttle service. (12) He finally reached a rep

22、resentative who told him coldly, We are not responsible for delays caused by the weather.Jerome expressed his frustration by writing a column for the New York Times. (13) John Siefert, a vice. president of the Eastern Air Lines shuttle, sent Jerome a sympathetic letter of. fering him a free flight.

23、Jerome declined. I would have been happy with an apology from Pan Am he says. Pan Am Says it wrote to Jerome. He says he still has not heard from the airline and now will fly the Pan Am shuttle only as a last resort.(14) 80% of complaints are from travelers who are dissatisfied with the airlines res

24、ponses to problems. Interestingly the three airlines including Pan Am, and Eastern which lest the most money 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 P

25、assengers Association in Dallas, says these carriers satisfy unhappy clients by always giving a full explanation 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 co

26、mplainers who are left unhappy can ruin a companys image.C Customers seem to appreciate companies more if top 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 J

27、erome left.F The firm used dozens of business factors to calculate the return on investment involved in a company 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 int

28、ensive staff training, liberal refund policies and ways of helping customers make complaints to the company like free phone calls.（分数：6.00）填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_填空项 1:_四、PART THREE(总题数：1，分数：6.00)Personal SellingPersonal selling is a process of informing potential buyers about and persua

29、ding 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 selling can zero in on a prospect and attempt to persuade the prospect t

30、o 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 personal selling in order for the company to achieve sales results. A com

31、pany 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 products, competitors, customers, and themselves. Many factors affect a

32、 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 order takers, creative salespersons, and support salespersons.Orde

33、r 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 purchase. Inside order takers are located in sales offices and receive or

34、ders 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 firms, order takers generate the majority of sales.Creative salespers

35、ons 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 salesperson is to find new prospects and convert them into customers. Pr

36、oducts 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. They are used in markets where educating the customer, building good

37、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 with product application, specific system design, and provide tec

38、hnical 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.Prospecting. The first step in personal selling is to identify potential buyers of the product

39、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 ability, and authority to purchase the product.Approaching. The salesp

40、erson 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 salesperson explains to the prospect that an acquaintance or some other person h

41、as 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.Presenting. After making the approach, the salesperson must make a presentation to get the prospects attention and to persuade t

42、he 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 the presentation. The salesperson should demonstrate what the product can do

43、 and the benefits associated with it.Handling objections. 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 and counter it before it is expressed. Doing this is risky, however, because th

44、e 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 objections are and tries to deal with them. A successful sale may depend on how w

45、ell the salesperson handles objections. Closing. Closing 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 product. Prospects usually need some encouragement or persuasion to make a purchase

46、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 b

47、e made. Trial closing questions relate to matters such as delivery dates and model colors.Following up. A good salesperson follows up on a successful sale to make sure the customer is satisfied with the purchase. The salesperson may check to see whether the product was delivered on time and whether

48、the buyer got exactly what he or she wanted. Waiters and waitresses often ask “How was your dinner?“ This is a follow-up question to make sure that customers are leaving satisfied. Only a satisfied customer will return; therefore, the follow-up is necessary for the salesperson to have repeat busines

49、s. The follow-up helps develop rapport with the buyer and ensure an ongoing relationship.（分数：6.00）(1).Compared with other promotional methods, personal sailing is more _.（分数：1.00）A.reliableB.communicative and directC.believableD.dissuasive(2).One of the disadvantages of personal selling lies in its _.（分数：1.00）A.competitionB