1、剑桥商务英语中级-38 及答案解析(总分：100.00，做题时间：90 分钟)一、SPEAKING(总题数：0，分数：0.00)1.形象建设 What is important when.? Establishing a company“s image Enhancing publicity Improving production quality （分数：30.00）_2.新闻发布会 What is important when.? Holding a press conference Content Venue decoration （分数：30.00）_3.危机处理 What is im
2、portant when.? Dealing with crises Quick reaction Knowing the reason （分数：40.00）_剑桥商务英语中级-38 答案解析(总分：100.00，做题时间：90 分钟)一、SPEAKING(总题数：0，分数：0.00)1.形象建设 What is important when.? Establishing a company“s image Enhancing publicity Improving production quality （分数：30.00）_正确答案：()解析：参考范例 For a start , when
3、establishing a company“s image, the fundamental task for a company is to enhance its publicity. For instance, advertising, newspapers, Internet and so on can deliver your company“s information to nearly every corner in the world, which can substantially extend your market share. Secondly , it is of
4、great importance to consider production quality. A far-sighted enterprise will have to acknowledge that in today“s competitive market, a business can only survive by improving production quality to meet clients“ expectations. Finally , brand promotion is also very crucial. Actually, brand names have
5、 the power to attract consumers. So when people refer to certain brand names, these names are synonyms of fashion, comfort, etc. 解析 本题需要发言的主题是“确立公司形象”。根据已有的要点1“Enhancing publicity 提高知名度”，可以联想到这是确立企业形象的基本任务(fundamental task)。根据已有的要点 2“Improvingproduction quality 改善产品质量”，可以联想到产品质量对于企业赢得竞争具有至关重要的意义。另外我
6、们还可以补充一些回答的要点，例如，Good after-sales service 良好的售后服务，可想到这样做对于保持公司的销售业绩和树立良好形象都很重要；再如，Brand promotion 品牌提升，可以分析这对于吸引客户、确立公司形象的作用。2.新闻发布会 What is important when.? Holding a press conference Content Venue decoration （分数：30.00）_正确答案：()解析：参考范例 Ascertaining the topic is the first step when you hold a press c
7、onference. Choosing an appealing and absorbing topic can definitely assist you in captivating more people“s attention and boosting your brand awareness. Apart from that , making venue decoration is essential. Hardware facilities may menace the effect of your presentation. So special equipment for pr
8、esentation, like VCR, overhead projection, screens, etc. must be provided. Lastly , choosing the appropriate time is another indispensable factor. Thinking about the physical conditions in which you“ll speak. Will the audience fell tired if they wake up early? Will they be sleepy after a big meal? 解
9、析 本题需要发言的主题是“举办新闻发布会”。根据已有的要点 1“Content 内容”，可以联想到举办发布会要首先设计好主题和内容，这样可以吸引人们的注意并提升品牌认知度(captivate people“s attention and boost brand awareness)。根据已有的要点 2“Venue decoration 会场装饰”，可以联想到其原因是确保发布会的效果(secure the effect of the conference)。另外我们还可以补充一些回答的要点，例如，Speaker 发言人，一个好的发言人对发布会取得良好效果十分重要；再如，Time 时间，可想到时间
10、的选择也是影响发布会能否成功的重要因素。3.危机处理 What is important when.? Dealing with crises Quick reaction Knowing the reason （分数：40.00）_正确答案：()解析：参考范例 For a start , it“s urgent to make a quick reaction when dealing with crises. People would get anxious and frustrated, if the company has no response or no relevant deci
11、sion. Therefore, by using the mass media, we can give people some solace. What“s more , finding out the cause of a crisis plays the same role in dealing with the crisis. We can only eliminate people“s speculation and doubt by letting them know the real reason of a crisis. At the same time, we can ta
12、ke measures to put the loss to the minimum. Lastly , as a company, when a crisis has happened, you should dare to take the responsibility. It can assist you in settling the crisis successfully and rescuing your loss maximally. 解析 本题需要发言的主题是“处理危机”。根据已有的要点 1“Quick reaction 反应迅速”，可以联想到其作用是尽量避免流言(avoid
13、rumors)的产生或减少对公司形象的损害(reduce the damage to the company“s image)。根据已有的要点 2“Knowing the reason 了解原因”，可以联想到这样做对于从根本上消除人们的疑虑(eliminate people“s doubts)作用重大。另外我们还可以补充一些回答的要点，例如，Being honest and sincere 态度诚恳真挚，可想到这样做有助于恢复企业形象(remedy company“s image)；再如，Taking the responsibility 承担责任，这是平息危机(settle the crisis)的最根本的做法。
