剑桥商务英语高级-117及答案解析.doc

1、剑桥商务英语高级-117 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：8.00)ASo you think youre an entrepreneur, and you want to start up a company. First, be sure youre really an entrepreneur, and not an inventor. Inventors come up with ideas, entrepreneurs make a business out of them:

2、 its important to know where your abilities lie, as inventors can fail miserably at running a business. Also, you need to be confident that you can adapt your management style to meet new demands if your company is a success. Leading the management team of a growing business is very different from l

3、eading a newly founded company.BIf your company proves successful, it will probably change out of all recognition, and may seem to possess a life of its own, with institutional shareholders, regulators and employees to consider as well as customers and bank managers. That is the time to consider how

4、 far the aspirations of the business you founded still mirror your own. If they have diverged widely, and you feel you have built just the sort of business that you perhaps tried to escape from in the first place, it may be time to leave.CBringing an idea to life requires an organisation. If you are

5、 going into business with your friends, make sure you treat them as professionally as you would your arms-length business partners, because the odds are that youll fall out with them. It may not seem important at the start, but it will strengthen the company if you ensure that its constitution docum

6、ents are designed with your specific business and circumstances in mind, and that they clearly establish what will happen in the event of a withdrawal from the business by one of the founding shareholders.DThink carefully about the capital structure of the business. You could be storing up a problem

7、 for the company in the future - for example, by allocating shares to founders in a way that could lead to a stand-off if they refuse to see eye to eye on key issues. Similarly, when you eventually recruit new senior team members, think carefully about what to offer them. Dont give away share option

8、s too early. As a rule of thumb, cash is sufficient reward for knowledge and skill. Keep equity up your sleeve for rewarding commitment.EAs your business grows, you need to keep the right balance between management control and entrepreneurial spirit. Too much control, and the business will ultimatel

9、y cease to grow. Too little, and growth could be unsustalnable. Youll need to employ managers, but remember that their job is to build the infrastructure to underpin a business that until now may have run on the basis of your salesmanship and excitement. The risk is to bring in managers who are too

10、much like you, without the necessary experience of nursing a newly founded business through its evolution.（分数：8.00）(1).You should plan ahead in case a founder of the company chooses to leave it.（分数：1.00）填空项 1:_(2).A company which is expanding today may not always continue to do so.（分数：1.00）填空项 1:_(3

11、).The distribution of equity among the founders can affect the smooth running of the business.（分数：1.00）填空项 1:_(4).Your function in the organisation is different from that of the other managers.（分数：1.00）填空项 1:_(5).Your method of running the business will have to be modified as your company develops.（

12、分数：1.00）填空项 1:_(6).Your business may evolve into a form that you are not satisfied with.（分数：1.00）填空项 1:_(7).Delay offering employees a financial stake in the company.（分数：1.00）填空项 1:_(8).You need to identify your personal strengths and weaknesses.（分数：1.00）填空项 1:_三、PART TWO(总题数：1，分数：6.00)How effective

13、 is your marketing?Gone are the days when companies had departments full of staff whose role nobody understood. Today we are all accountable and have to be able to demonstrate the value of our contribution to our businesses. And rightly so. But when it comes to marketing, what is effectiveness, how

14、do you measure it, and why is its measurement so important?Businesses are starting to recognise the key marketing questions. Are we providing the right products for the right people at the right price? Are our brands better than those of our competitors? (9) Thats because marketing is not the fluffy

15、 stuff that can be axed when the going gets tough - it is the essence of business. So if marketing is important, it follows that it pays to know if yours is working.The first stage in the process is understanding your current position. How successful is your brand today? What is your market share? Y

16、ou should equip yourself with some sound facts and figures on which to base your conclusions. (10) It could be simply to boost sales. You may want to reinforce your leadership in a market or trounce a competitive brand. Influencing future profitability, possibly by building a short-term brand share,

17、 may be a priority. A clear objective is essential.But how do you know if your marketing is achieving your goals? (11) Their success is not just related to how many boxes leave the factory. Effectiveness may not be tangible. It may be financial, it may not. The brand is an intangible asset, but it i

18、s now seen as an important one. Quantifying the value of an intangible asset is a difficult, but not impossible, task.It is also necessary to evaluate both long-term effectiveness and the short-term outcomes of any campaign. (12) But the care of a brand is a marathon, not a sprint, and it is importa

19、nt not to lose sight of the long-term consequences.Choosing the right measurement tools to evaluate a campaign is another important issue. (13) The accuracy they thus ensure should be consistent over time and correspond to the wider objectives of the business. Ultimately, marketing must deliver prof

20、it.The essential debate should no longer be about the importance of marketing, but what we should do to measure its effectiveness, and what measures will ensure survival. (14) But to others it is likely to be a controversial issue - and one which can produce responses leading to widely different dir

21、ections for their enterprises.A Having done that, next comes establishing what it is that marketing activities should be achieving.B Because of this, you may want to generate return on investment, perhaps by raising the quality of your brand.C This shift in focus will be taken as read by the most su

22、ccessful businesses.D Addressing such issues should mean that profits take care of themselves.E Concerning the latter, it may be tempting to be seduced by efforts that yield quick results and satisfy investor pressure for immediate returns.F These should be precise and based on empirical data.G Good

23、 strategies are not necessarily linked to production or sales figures.H Today we are all accountable and have to be able to demonstrate the value of our contribution to our businesses.（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)graduate recruitment has a growing rol

24、e. But companies need to know whether their recruitment staff who interview candidates for jobs really know what theyre doing.Carl Gilleard, chief executive of the Association of Graduate Recruiters (AGR), acknowledges that in a perfect world, the people who recruit graduates would have been in the

25、role for some time building up workplace knowledge. He says the reality is that the high turnover of graduate recruitment managers in most blue chips means there is little continuity in how companies operate. Theres the difficulty in maintaining important contact with university careers departments,

26、 for example, he explains. You need a depth of understanding to appreciate where the company is coming from and how its progressing.We can identify two specialisms within the recruiters role. Those that work on the recruitment and selection side need traditional human resources (HR) skills such as g

27、ood interviewing technique, observation, common sense, objectivity, patience and listening skills. But increasingly there are those who take a strategic view and look more widely at how their company is represented in the marketplace. Its a clear advantage if you can identify with your target audien

28、ce.Many young members of middle management are seconded into HR for a year because their firms feel they can identify with job-seeking graduates. Yet in an industry that has been revolutionised by the internet, privatised career services and rocketing numbers in higher education, it is questionable

29、how relevant these managers experiences are. Some high-fliers see a secondment to HR as a sideways move; a firms HR function might not carry the same kudos as, say, the finance department, although obviously the recruitment and retention of staff is of crucial importance.Georgia de Saram, specialisi

30、ng in graduate recruitment at a law firm, is one of a new breed of young dynamic recruiters who see HR as their vocation rather than a transitory career move. I was attracted to the profession because I enjoy working with people and its an obvious follow-on from my anthropology degree, she says. In

31、this capacity, you get to know people and they know you even though they might not know other people in the firm. As a recruiter, she sees herself as the interface between graduates and the firm thats looking to attract them? Its such a tug of war between law firms for the best trainees - often they

32、ll turn you down in favour of an offer theyve received from elsewhere. You need to be good at marketing your firm, to know what interests graduates and how you can reach potential employees, whether thats through virtual law fairs or magazines.A recent AGR survey suggests that the sectors in which t

33、here is less turnover of graduate recruitment managers are more successful in recruiting the graduates they want. The legal sectors sophisticated understanding of the market, for example, means they manage to recruit exactly the right number of trainees despite intense competition and thousands of a

34、pplications. The people recruiting seem to build up a specialism and then pass on their knowledge and expertise to those new to the graduate recruitment sector.Jackie Alexander, an HR partner at PricewaterhouseCoopers, feels that HR professionals are finally reaching board level and receiving the so

35、rt of acknowledgement they deserve. They are judged by the value they add to the business, she says, and, as a professional services firm, the right people are our biggest asset. As Georgia de Saram points out: From our companys point of v. iew, if I cant establish a rapport with a candidate and bri

36、ng out their best, it might not be just their future but also ours that is at stake.（分数：6.00）(1).According to Carl Gilleard, many recruiters lack（分数：1.00）A.detailed knowledge of their sector.B.appropriate academic qualifications.C.understanding of graduates expectations.D.experience of the companies

37、 they work for.(2).What change in the recruitment process is mentioned in the third paragraph?（分数：1.00）A.Recruitment staff are re-training.B.Broader approaches are being adopted.C.Traditional abilities are being given less value.D.Different interview processes are being use(3).On what grounds are ce

38、rtain managers seconded to HR departments?（分数：1.00）A.It is believed that they will relate to potential recruits.B.It is thought that they will benefit most from new developments.C.It is assumed that they will be able to apply specialised knowledge.D.It is expected that they will take advantage of ne

39、w promotion opportunities.(4).Which of the following areas does Georgia de Saram mention as an aspect of her work?（分数：1.00）A.representing her company effectively to its recruitsB.increasing recruitment numbers at her companyC.encouraging a wide range of company recruitsD.influencing her companys rec

40、ruitment policy(5).What was revealed about law firms in a survey?（分数：1.00）A.They are competing more effectively than before against other sectors.B.They prefer to retain trainees for extended periods wherever possible.C.They have managed to employ particularly knowledgeable HR staff.D.They appeal to

41、 those HR managers who are keen for promotion.(6).What point is made about recruitment in the final paragraph?（分数：1.00）A.New levels of qualification are being developed for it.B.It is now being perceived as key to increased profitability.C.Higher numbers of managers are being attracted to it.D.It is

42、 becoming central to a businesss survival. PART FOUR五、PART FOUR(总题数：1，分数：10.00)How important is job satisfaction?At its most basic, a job is just a collection of tasks and duties. An employees enjoyment of his or her job will thus (21) depend upon whether or not he or she is happy with the particula

43、r mix of tasks and duties (22) to that position. Naturally, each and every member of staff is different - some employees want to do easy, (23) tasks without any responsibilities at all, whilst others prefer challenging, varied ones and are pleased to accept any additional responsibilities offered to

44、 them. Of course, with a job there are more (24) in play than this: work conditions, pay, working relations and future prospects are (25) too. Nevertheless, tasks and duties are the central feature, and should therefore be considered as a separate (26) in themselves.So, how important is an employees

45、 enjoyment of his or her individual (27) of tasks and duties? Most business owners and managers would (28) that it is very significant indeed. If a member of staff considers his or her tasks and duties to be too easy or unchallenging or, in contrast, too diverse or irksome, then he or she will feel

46、dissatisfied, and all the inevitable knock-on effects will (29) themselves - absences, lateness, reduced work-rate and performance, conflict, low morale, or even resignations. Thus it is important that staff are well suited to their employment, that jobs are improved as far as possible and redesigne

47、d as and when necessary - all to (30) that your employees enjoy what they do.（分数：10.00）A.highlyB.largelyC.extensivelyD.widelyA.devotedB.intendedC.identifiedD.allocatedA.customaryB.habitualC.usualD.routineA.piecesB.rolesC.factorsD.partsA.connectedB.relevantC.appropriateD.relatedA.resultB.effectC.issu

48、eD.outcomeA.setB.orderC.rankD.lineA.insistB.accentuateC.reiterateD.assentA.uncoverB.demonstrateC.unmaskD.manifestA.confirmB.ensureC.convinceD.assure六、PART FIVE(总题数：1，分数：10.00)Paragon: great business spaceA new concept for the twenty-first century, Paragon is a totally unique showpiece development of

49、 high-quality office and call centre buildings, hotel and leisure facilities. Many cities find (31) increasingly difficult to allocate office space, but the city of Wakefield is already ahead (32) the game with Paragon.Paragon offers an extensive parkland setting with low-density buildings, and room to expand in the