[外语类试卷]BEC商务英语（中级）阅读模拟试卷87及答案与解析.doc

1、BEC商务英语（中级）阅读模拟试卷 87及答案与解析 一、 PART ONE 0 Marketing Principle A Brilliant marketers try to keep open and flexible, yet there is one unchanging maxim which they share: customers buy products to acquire benefits. Those few words hold the secret of many an innovative organisations success. It is a princ

2、iple which can be applied to almost any product/market decision. The principle itself is almost deceptively simple, which is why some marketers pass it by. The successful marketing organisation will pay more than lip service to its meaning, because it represents the most basic yet most important pri

3、nciple of marketing. B Customers do not buy a product for the product itself. Customers buy clean floors, not floor polish. They buy security, not insurance policies, high performance engines (or status), not Ferraris; better lubrication, not industrial cutting oil. An innovative tool manufacturer r

4、ealised, through the course of its relationship with its customers, that a major problem on the production floor was the time lost in changing abrasive discs. With this in mind, the manufacturer has in the past few months been exerting himself to get the problem solved with the help of a group of te

5、chnicians. C The company invested a lot of time and money in seeking a solution, and invented a highly specialised system of binding grit to disc. The result was a new disc which had a longer life and could be removed and replaced faster than the old type. This gave the organisations customers the b

6、enefit of more efficient production time and better value for money. The benefit in the example served a dual purpose: it gave the customer the advantage of time-saving and cost-effectiveness, and at the same time solved a traditional problem of changing discs. The problem in this case was a custome

7、r need which had to be satisfied. D The concept of customer benefits shows the importance of an organisation being orientated towards the customer, or market, rather than the product, An organisation, for example, manufacturing adding machines in a marketing environment which is moving towards calcu

8、lators will soon find itself and its product obsolete. It must consider what the benefits of its product are in this case computing sums accurately and quickly and make sure that it is providing that benefit better than any other organisation. If a more cost-effective method of computing comes along

9、, the customer will naturally be attracted to that product which incorporates those developments and can therefore provide increased benefits. 1 The principle benefits not only customers but also manufacturers. 2 The customers of the tool manufacturer were found working with discs in low efficiency.

10、 3 If the principle is established in practice, it will enhance the performance of the marketing organisation. 4 The marketing principle indicates that manufacturers should treat their customers as their first concern. 5 The tool manufacturer was innovative in the production of discs. 6 Changing dis

11、cs was no longer time-consuming work which caused a big problem in customers work. 7 Not all marketers pay attention to the marketing principle. 二、 PART TWO 7 Electronic Commerce At the beginning of the 1990s, no one had heard of the Internet, apart from a few researchers and academics. Increasingly

12、, no matter what business you are in, whether it be services, manufacturing, or the primary, sector, the capacity to access and process information, and to interact more directly and speedily with suppliers and customers, is becoming the central means of creating value. Today, electronic commerce is

13、 having an effect on the way many New Zealanders do business. (8) .It has become clear that younger people especially are creating their own Internet-based businesses instead of working for someone else. Equally, a growing number of New Zealanders of all ages and from all walks of life are grasping

14、the opportunities the Internet offers. All these businesses are creating exciting new products and services and are adding value and dynamism to the economy. (9) .Markets are changing and customers are becoming more demanding. Labour, products, and services flow ever more easily across international

15、 borders. (10) .Just ten years later, some 360 million people around the world have Internet access, and the number of Internet users continues to grow rapidly. In 2000, IDC, a research company, estimates that the value of New Zealands Internet-based electronic commerce will exceed $800 million. Tha

16、t is not counting New Zealands wholesale electricity market, which in itself is worth a billion dollars annually, and which operates the first electricity trading system in the world accessible through the Internet. E-commerce is available to a multinational company. (11) . (12) .The software that m

17、akes the Internet work is in the public domain. Anyone can install it for free. The Internet Service Providers (ISPs) who sell you Internet access are often owned by large companies, which also own the telecommunications networks over which the Internet runs, but they dont own the Internet itself. N

18、o one does. A Although this new environment provides opportunities, it poses risks as well. B The Internet, On the other hand, is an open network. C At the beginning of the 1990s, no one had heard of the Internet, apart from a few researchers and academics. D It means that our business can operate i

19、n the global environment, participating in global networks and e-commerce means on-line trading, that is, buying and selling goods and services over electronic networks. E New opportunities for exporting, for creating new businesses, and for growing established businesses are resulting. F In 2000, t

20、he government launched an e-commerce strategy to encourage economic growth and innovation in New Zealand through promotion of e-commerce and technology-based business. G The emergence of the Internet in the 1990s has fuelled the recent rapid growth of electronic commerce, and this in turn is changin

21、g the nature of business. 三、 PART THREE 12 Read the advice below about producing a company brochure and the questions on the opposite page. THE ART OF PERSUASION Let me send you our brochure is probably the most commonly used phrase in business. But all too often, it can spell the end of a customer

22、enquiry because many brochures appear to be produced not to clarify and to excite but to confuse. So what goes wrong and how can it be put right? Too often, businesses fail to ask themselves critical questions like, Who will the brochure be sent to? What do we want to achieve with it? The truth is t

23、hat a brochure has usually been produced for no other reason than that the competition has one. However, with a little research, it often transpires that what the client wants is a mixture: part mail shot, part glossy corporate brochure and part product catalogue-a combination rarely found. Having s

24、aid that, the budget is likely to be finite. There may not be enough money to meet all three marketing needs, so the first task is to plan the brochure, taking into account the most significant of these. The other requirements will have to be met in a different way. After all, introducing the compan

25、ys product range to new customers by mail is a different task from selling a new seasons collection to existing customers. The second task is to get the content right. In 95 per cent of cases, a company will hire a designer to oversee the layout, so the final product looks stylish, interesting and p

26、rofessional; but they dont get a copywriter or someone with the right expertise to produce the text, or at least tidy it up-and this shows. A bigger failing is to produce a brochure that is not customer focused. Your brochure should cover areas of interest to the customer, concentrating on the benef

27、its of buying from you. Instead, thousands of brochures start with a history lesson, Founded in 1987, we have been selling our products . I can assure you that customers are never going to say to themselves, Theyve been around for 20 years-Ill buy from them. Its not how long youve been in business t

28、hat counts, its what youve done in that time. The important point to get across at the beginning is that you have a good track record. Once this has been established, the rest of the brochure should aim to convince customers that your products are the best on the market. It is helpful with content t

29、o get inside the customers head. If your audience is young and trendy, be creative and colourful. As always, create a list of the benefits that potential customers would gain from doing business with you, for example, product quality, breadth of range, expertise of staff and so on. But remember that

30、 it is not enough just to state these; in order to persuade, they need to be spelt out. One possibility is to quote recommendations from existing customers. This also makes the brochure personal to you, rather than it simply being a set of suppliers photographs with your name on the front. At the de

31、sign stage, there are many production features that can distinguish your brochure from the run of the mill. You may think that things like cutouts or pop-ups will do this for you and thus make you stand out, or you may think they just look like designer whims that add cost. Go through all the option

32、s in detail. One of them might be that all-important magical ingredient. 13 What point does the writer make about brochures in the first paragraph? （ A） Customer expectations of them are too high. （ B） They ought to be more straightforward in design. （ C） Insufficient thought tends to go into produc

33、ing them. （ D） Companies should ensure they use them more widely. 14 The writers advice to companies in the second paragraph is to （ A） produce a brochure to advertise new product lines. （ B） use a brochure to extend the customer base. （ C） accept that a brochure cannot fulfil every objective. （ D）

34、aim to get a bigger budget allocation for producing brochures. 15 In the third paragraph, which of the following does the writer say would improve the majority of brochures? （ A） better language and expression （ B） better overall appearance （ C） more up-to-date content （ D） more product information

35、16 In the introduction to a brochure, the writer advises companies to focus on （ A） their understanding of the business environment. （ B） the range of products they offer. （ C） their unique market position. （ D） the reputation they have built up. 17 When discussing brochure content in the fifth para

36、graph, the writer reminds companies to （ A） consider old customers as well as new ones. （ B） provide support for the claims they make. （ C） avoid using their own photographs. （ D） include details of quality certification. 18 What does run of the mill in line 67 mean? （ A） eye-catching （ B） complicat

37、ed （ C） stylish （ D） ordinary 四、 PART FOUR 18 Read the article below about a companys results. Choose the best word to fill each gap from A, B, C or D on the opposite page. Another successful year The UK-based agricultural and garden equipment group PLT has had another successful year and is looking

38、 forward to the future with. The group, which also has distribution and fuel (19) has enjoyed record profits for the fifth year in a (20) Pre-tax profits for the year (21) March 31 rose by 24 per cent to 4.2 million. Total group sales (22) by five per cent to 155 million, with the agricultural busin

39、ess delivering yet another record (23) despite the somewhat difficult trading (24) in the industry. Sales in the garden equipment (25) were slow in the early months of the year, but increased dramatically in the final quarter. Chairman Suresh Kumar said, It is my (26) that we have continued to grow

40、by (27) our customers well. I am delighted to (28) the continued development of our customer (29) and I would like to thank all our customers for their (30) As well as an increase in customers, our staff numbers also continue to grow. During the year, we have taken (31) 58 new employees, so that our

41、 total workforce now numbers in excess of 700. All of the staff deserve my praise for their dedication and continued efforts in (32) these excellent results. The group has proposed a final (33) of 9.4p per share, bringing the total to 13p for the year. （ A） commitments （ B） interests （ C） responsibi

42、lities （ D） benefits （ A） row （ B） series （ C） line （ D） sequence （ A） completing （ B） closing （ C） finalising （ D） ending （ A） extended （ B） lifted （ C） expanded （ D） climbed （ A） display （ B） production （ C） performance （ D） demonstration （ A） conditions （ B） features （ C） states （ D） aspects （ A）

43、 part （ B） division （ C） component （ D） side （ A） certainty （ B） thought （ C） belief （ D） idea （ A） caring （ B） dealing （ C） providing （ D） treating （ A） inform （ B） notify （ C） comment （ D） report （ A） source （ B） base （ C） foundation （ D） origin （ A） support （ B） favour （ C） assistance （ D） servic

44、e （ A） up （ B） back （ C） on （ D） over （ A） winning （ B） gaining （ C） achieving （ D） earning （ A） dividend （ B） recompense （ C） return （ D） interest 五、 PART FIVE 33 Read the article below about a manufacturing company called Lebrun. In most of the lines, there is one extra word. It either is grammati

45、cally incorrect or does not fit in with the meaning of the text. Some lines, however, are correct. If there is an extra word in the line, write the extra word in CAPITAL LETTERS . Lebrun Steel Facing up to Tough Times 34. Since many of the nations largest production companies which are its customers

46、, 35. Lebrun is adversely affected by any change for the worse in the economy. Yet Lebrun 36. has managed to keep on sales steady (in the region of approximately $2.5 billion) 37. and has recorded only one annual loss during the difficulties of the past five 38. years, but despite the effects of the

47、 ongoing industrial slowdown. James Griffith, 39. president of Lebrun, now has the task of turning up survival into growth, and 40. his strategy is already becoming clear to those industry observers. In February of 41. this year, the company acquired Bronson plc, additionally a one-time competitor.

48、42. This merger will greatly expand the size of both Lebruns labour force, and 43. Griffith estimates it will boost its revenue by nearly 50%, while too increasing 44. the number of plants and R&D centres in much a similar way. Griffith is 45. optimistic that while the steel industry is about to pul

49、l out of recession, and he wants Lebrun to be ready for this. BEC商务英语（中级）阅读模拟试卷 87答案与解析 一 、 PART ONE 1 【正确答案】 D 【试题解析】 题目意为：这一原则使顾客与生产商都获益。 D段指出 “the customer will naturally be attracted to that productcan therefore provide increased benefits.”即：满足顾客需求的产品不仅能吸引顾客，使他们获益，也能使生产商获得更多利润。这与题干中的 benefits not only customers but also manufacturers表意相吻 合。 2 【正确答案】 B 【试题解析】 题目意为：人们发现，使用这个工具制造商所制造产品的顾客工作效率低下。 B段指出 “that a major problem on the production floor was the time lost in changing abrasive discs.”即：顾客在使用这种工具进行生