1、剑桥商务英语高级-111 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)AE-GAMESJohn and Stephanie both wanted a complete career change. Selling childrens games over the internet seemed a foolproof idea, but their biggest challenge was to secure financial backing. First they contact
2、ed numerous venture capitalists, but from the response of the few that would even talk to them, they realised they would get nowhere until they had spelt out in detail how they intended to turn their concept into reality. So the next step was to work with a group of start-up consultants, to devise a
3、 business plan making their expected revenue streams more precise.BSUREKSue and Dereks plan was to sell clothes over the internet. After a shaky start, leading to serious cash flow problems, which meant they occasionally had little to live on, they realised they would have to advertise much more ser
4、iously: on the internet, they used online marketing tools to the full to produce increases in traffic, and combined this with intensive publicity outside the internet. Within six months they had built a large customer database, at which stage it was necessary to begin looking for capital to build th
5、e business.CWONDERWEBTwo senior advertising executives, frustrated with the pace of change in an industry they felt was failing to take advantage of new media, Sally and Sue were keen to translate their advertising and marketing skills into an online environment. To their surprise, they found that m
6、any websites seemed to have been developed without taking any account of users needs. Sure that the opportunity was ripe for a business with a strong marketing proposition, they started offering marketing services to other small online businesses.DSUPERGIFTSMichael and Tony set up a company to sell
7、up market gifts, such as glassware and porcelain, online. The niche market they have identified is professional and affluent, a group which their research revealed is increasingly internet literate, is looking for exceptional goods at the right price and has high service expectations. A low-level ma
8、rketing campaign generated more than 2000 customers, with a high-value average order. The entire system from web order to delivery is proving to be highly successful, with all orders being fulfilled within the advertised five days without any returns or breakages.EABBIESThe first phases of the compa
9、nys growth have been funded through a mix of personal investment, foregone salaries and bank overdraft. The next phase will be crucial. Their biggest challenge will be to distinguish themselves from a plethora of competitive sites, most of which are spending far more than they are. To stand out from
10、 the crowd, Paul and Abbie are working to target and reach their audience better, and generate higher sales, but of necessity without increasing their budget. The companys total marketing vision will be the key to success.（分数：8.00）(1).These people have not paid themselves out of their companys incom
11、e so far.（分数：1.00）填空项 1:_(2).These people had knowledge which they wanted to exploit in a different type of company.（分数：1.00）填空项 1:_(3).These peoples initial efforts to obtain start-up funding were unsuccessful.（分数：1.00）填空项 1:_(4).These people have developed a very effective process for handling sal
12、es.（分数：1.00）填空项 1:_(5).These people devised a mixed media approach to advertising.（分数：1.00）填空项 1:_(6).These people felt that they could improve companies focus on customers.（分数：1.00）填空项 1:_(7).These people intend to make their marketing more cost-effective.（分数：1.00）填空项 1:_(8).These people are target
13、ing a relatively small number of discerning clients.（分数：1.00）填空项 1:_三、PART TWO(总题数：1，分数：6.00)Shoppers wary of premium goodsOne of the marketing industrys favourite terms is premium - usually taken to mean luxury or top quality. The ideal is to create a premium car, wristwatch or perfume - something
14、that appears to transcend the ordinary. When they succeed, marketers are able to charge high prices for the resulting product.However, manufacturers should take note of a recent survey of shoppers attitudes to so-called premium goods. (9) In fact, the tag seems to have become devalued by overuse.Con
15、sumers of all socio-economic backgrounds are very keen to buy the best - but not all product categories lend themselves to a premium status. Premium can be used in any category where image is paramount, and that includes cars, toiletries, clothes and electronics. (10) Banking and insurance are typic
16、al of this second group.More than 70 per cent of consumers interviewed in the survey said that a premium tag on everyday items such as coffee or soap is an excuse to charge extra for products that dont always have extra benefits. (11) The prevalence of such a suspicious attitude makes life hard for
17、the marketers.While the word luxury had a clear and definable meaning among respondents - most related it to cars - premium was found to be harder to define. Oddly, the only category apart from cars where premium was understood to mean something specific was bread. (12) Several respondents said they
18、 would never pay much for a standard sliced loaf but on special occasions would happily pay double for something that qualifies as a treat.Packaging was found to be an important factor in charging extra for premium products, with sophisticated design enabling toiletries, electronics or food items to
19、 sell for far more. Shoppers are willing to pay extra for something that has had thought put into its outward appearance. (13) Yet the knowledge has no impact on their choice.The profit margin on premium-priced toiletries and beauty items can be as much as 300-400 per cent - and in excess of 500 per
20、 cent for hi-fi and other electronic goods. (14) In a crowded marketplace such as cars or mobiles, its far more difficult to achieve this transformation than you might think. A The term is less effective, however, in areas where style and fashion play a smaller role.B The product hidden behind this
21、attractive exterior may be exactly the same as an item selling for half the price, and shoppers may be quite aware of this.C The results suggest that the term premium means very little to consumers.D A fifth of them went further, and dismissed the very word as simply a way of loading prices.E It fol
22、lows that price and utility are not the only factors in play when it comes to purchasing decisions.F With such an incentive, the challenge for marketers is to find the triggers that can turn an ordinary product into something consumers will accept as premium.G The survey found that consumers were pr
23、epared to pay top prices for speciality items, just as long as prices for everyday products remained low.H When they succeed, marketers are able to charge high prices for the resulting product.（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)Bruce Petter has not always b
24、een an executive. He started his career pumping petrol at a filling station, as he explains: After I left the army, my friends father, who was Managing Director of a petrol company, recommended that I go into the oil industry. My great- uncle was running our own family petrol company, and I learnt t
25、he ropes at a petrol station. I subsequently married the daughter of the Marketing Director but this did not make for the happiest of scenarios. Depending on which side of the family they came from, my relatives thought I should support either my great-uncle or my farther-in-law, so I decided the ti
26、me had come for me to leave the warring factions to fight it out among themselves and move on.He became founding Director of the Petrol Retailers Association. But after a few years he decided, I was getting to the stage where I wanted to move on again, so when I heard about the Management Consultant
27、s Association (MCA) post, I applied.He was aware that the selection process for the head of any trade association would, by definition, be protracted because of the difficulty of getting very busy people with mainstream business interests together. The association had 30 member companies at the time
28、, representing a large proportion of the best-known names in the sector, and they all wanted to have a look at this individual who had applied to represent their interests, so I saw an awful lot of the membership.His principal area of expertise, he feels, is in running a trade association and the br
29、iefing that he has been handed suggests that this will be of prime value. If you were to ask me if I was ever going to be an expert management consultant, the answer would be no. But I am, I hope, able to articulate their views, to push through policies they want to see in operation and to improve t
30、heir image. I hope to make management consultancy a powerful voice in government and industry.The President of the MCA confirms what landed Petter the job. We saw a lot of people, but there were three things in particular that impressed us about Brace. His experience of running a trade association w
31、as key and it seemed to us that he had a good understanding of how to relate to and inspire a membership made up of very busy partners, often in very large but also some considerably smaller firms. We are also aware that management consultancy is not always portrayed in a favourable light and he has
32、 done quite a bit of work on public image and has some very positive views in this area.So, Mr Petter has taken over from retiring Director Brian ORorke, and a change of mood is now in the air. ORorke was at the helm for 13 years and his successor is reticent when it comes to predicting how his own
33、approach will differ. Brian did a magnificent job of sustaining the Association, of holding it together through thick and thin. I detect a but in his voice. But? I think if you ask anybody who or what the MCA was under his direction, the temptation would be to say “Brian ORorke“. Petter feels his ow
34、n style will be very much determined by the objectives of the members: he sees himself as a channel for those aims. I dont want the MCA to be perceived as Bruce Petters empire, but rather the members empire, he says. Mr Petter clearly has a difficult task ahead, but many of his staff will welcome a
35、more open, modem style and theres every indication he will be a success.（分数：6.00）(1).What do we learn about Bruce Petter in the first paragraph?（分数：1.00）A.He likes to think of himself as a loyal person.B.He has a negative view of family-run businesses.C.His military background came in useful later i
36、n his career.D.An awkward situation influenced the development of his career.(2).When Petter applied for the post of Director of the MCA, he knew that（分数：1.00）A.a decision was likely to take a long time.B.not everyone in the Association was interested in him.C.he would have to face intense competiti
37、on.D.some members would oppose his appointment.(3).What does Petter believe he is able to change?（分数：1.00）A.the views the MCA holds on industryB.the way in which the MCA decides on policyC.how the MCA is perceived by other peopleD.the MCAs relations with other trade associations(4).Which of the foll
38、owing does the MCA President mention as a reason for appointing Petter?（分数：1.00）A.his ability to motivate members of an associationB.his experience of working in different tradesC.his broad network of business contactsD.his previous work in management consultancy(5).The writer notices that, when Pet
39、ter talks about his predecessor, he（分数：1.00）A.expresses some regret for how the Association dealt with him.B.thinks he had been there for too long.C.questions changes he made within the Association.D.indicates he has mixed feelings about his leadership styl(6).Petter says his aim as Director of the
40、MCA is to（分数：1.00）A.modernise the Association.B.carry out the Associations wishes.C.set an example of firm leadership to his staff.D.expand the membership of the Association.五、PART FOUR(总题数：1，分数：10.00)Sickness at workSmall firms are counting the cost of sickness among employees. Research estimates t
41、hat illness cost small businesses in Britain a month and a half in lost (21) last year. A recent (22) of more than 1,000 small and medium enterprises revealed that last year the average small business lost around 42 days through staff phoning in sick, and that this had a serious (23) on 27 per cent
42、of smaller companies.Just over one in ten employees took time off for seven days in a(24) Of these, 9.5 per cent were ill for a week on more than one occasion. In Britain, employees can take sick (25) for up to a week before they have to produce a medical certificate. Owner-managers were far less li
43、kely to be off sick than their staff: 3.3 days on average, compared with the 10 days taken by employees.The head of the research team said, The most common (26) of absence was minor illness, such as colds or flu, but back strain, fractures and the like (27) for very nearly as much. Of greater (28) i
44、s that more that 40 per cent of employers felt that their employees sickness may not have been genuine.Employers can do more to protect themselves by drawing up adequate (29) of employment that outline the companys sick pay (30) Enhanced sick pay is then at the employers discretion.（分数：10.00）A.capac
45、ityB.productivityC.capabilityD.efficiencyA.reportB.enquiryC.statementD.surveyA.resultB.consequenceC.impressionD.impactA.rowB.lineC.seriesD.sequenceA.leaveB.breakC.timeD.absenceA.reasonB.symptomC.causeD.motiveA.contributedB.accountedC.totalledD.creditedA.concernB.anxietyC.regardD.botherA.detailsB.ite
46、msC.particularsD.termsA.ideasB.notionsC.policiesD.intentions六、PART FIVE(总题数：1，分数：10.00)Employment with Kinson plc Staff Support Advisers requiredWe are a newly-formed division of Kinson plc, one of the UKs largest quoted companies, and provide business customers (31) solutions that combine leading-e
47、dge e-commerce technology and an integrated nationwide customer support network.The formation of this new division has created a number of exciting and challenging roles within the call centres of two (32) our seven sites. We have vacancies (33) Staff Support Advisers. Working closely with the Busin
48、ess Managers, your job will (34) to gear the business up for the challenges ahead by implementing a programme of radical change. When completed, this programme will enable the management team to use our people resources more effectively, and (35) so doing facilitate the implementation of our companys business plan. You will be involved in all aspects of human resources activity, including providing advice and guidance to your business partners and policy development, in (36) to implementing any training and development initiatives the company may launch from time to time.We are looking fo
