1、中级阅读-阅读 3及答案解析(总分：45.00，做题时间：90 分钟)一、Test 1(总题数：1，分数：15.00)Stages of Advertising StrategyAs a business begins, one of the major goals of advertising must be to develop awareness of the business and its products. Once the business reputation is established and its products are positioned within the m
2、arket, the (19) of resources used for advertising will decrease as the consumer develops a kind of (20) to the product. Ideally, this established and ever-growing consumer base will eventually aid the company in its efforts to carry their advertising message out into the market, both through its pur
3、chasing actions and its testimonials on (21) of the product or service.Essential to this rather abstract process is the development of a positioning statement. A positioning statement explains how a companys product (or service) is (22) from those of key competitors. With this statement, the busines
4、s owner (23) intellectual objectives into concrete plans. In addition, this statement acts as the (24) for the development of a selling proposal, which is (25) of the elements that will (26) up the advertising messages “copy platform“. This platform delineates the image, copy, and art work that the
5、business owner believes will sell the product.With these concrete objectives, the following elements of the advertising strategy need to be considered. (27) audience, product concept, communication media, and advertising message. These elements are at the core of an advertising strategy, and are oft
6、en (28) to as the “creative mix.“ Again, what most advertisers (29) from the beginning is clear planning and flexibility. And (30) to these aims is creativity and the ability to adapt to new market trends. A (31) advertising strategy often leads to a loss of market share. Therefore, the core element
7、s of the advertising strategy need to mix in a way that allows the message to envelope the target consumer, providing (32) opportunities for this consumer to become (33) with the advertising message.（分数：15.00）(1).A sum B total C amount D volume（分数：1.00）A.B.C.D.(2).A curiosity B interest C ignorance
8、D loyalty（分数：1.00）A.B.C.D.(3).A behalf B basis C base D cost（分数：1.00）A.B.C.D.(4).A protected B differentiated C discriminated D separated（分数：1.00）A.B.C.D.(5).A puts B keeps C turns D takes（分数：1.00）A.B.C.D.(6).A ground B fundamental C root D foundation（分数：1.00）A.B.C.D.(7).A comprised B composed C con
9、sisted D made（分数：1.00）A.B.C.D.(8).A make B turn C show D face（分数：1.00）A.B.C.D.(9).A aim B target C objective D goal（分数：1.00）A.B.C.D.(10).A mentioned B described C referred D pointed（分数：1.00）A.B.C.D.(11).A focus B stress C direct D point（分数：1.00）A.B.C.D.(12).A way B approach C path D key（分数：1.00）A.B.
10、C.D.(13).A rigid B dull C grim D tough（分数：1.00）A.B.C.D.(14).A ample B much C lots D high（分数：1.00）A.B.C.D.(15).A accepted B acquired C acquainted D acknowledged（分数：1.00）A.B.C.D.二、Test 2(总题数：1，分数：15.00)Management for Global BusinessIn the rapidly changing global economic and business landscape, the ne
11、ed for effective global business management has become even more important. For businesses to remain competitive, they must continually (19) to tap into the global markets and emerging world opportunities. Strategic business management in the present turbulent world economic conditions has to be mor
12、e (20) as technology, production and consumption (21) are changing by the day. In this context, global business management can be (22) as the fundamental principles and practices of conducting global business activities the proper evaluation of international business opportunities and the optimum (2
13、3) of resources so as to (24) the individual business objectives in a global environmentIt is (25) with large national companies attempting to make it big on the global stage. Domestic businesses in an attempt to become multinational or transnational corporations face numerous (26) which can be duly
14、 (27) by global business management. In the (28) of globalization and a rapidly integrated world in (29) of tastes, preferences and even culture, the organizational and geographical (30) of global or multinational companies are getting even more pronounced. The idea of changeto effectively conduct t
15、he global business of the company in far flung areas of the world and to evaluate the business opportunities in remote corners of the globehas to be dealt with in (31) with the new sociological, political and economic trends that (32) almost daily on the international front. Some of the burning (33)
16、 in the aspect of global business management include international trade, global human-resource management, global investment and global finance.（分数：15.00）(1).A evolve B involve C solve D resolve（分数：1.00）A.B.C.D.(2).A adequate B ample C competent D proactive（分数：1.00）A.B.C.D.(3).A patterns B designs
17、C supplies D structures（分数：1.00）A.B.C.D.(4).A prepared B found C needed D defined（分数：1.00）A.B.C.D.(5).A application B allocation C approval D absence（分数：1.00）A.B.C.D.(6).A command B detain C attain D demand（分数：1.00）A.B.C.D.(7).A occupied B associated C demanded D engaged（分数：1.00）A.B.C.D.(8).A requir
18、ements B requests C concerns D conflicts（分数：1.00）A.B.C.D.(9).A overviewed B addressed C involved D tackled（分数：1.00）A.B.C.D.(10).A form B light C move D wake（分数：1.00）A.B.C.D.(11).A expressions B descriptions C terms D states（分数：1.00）A.B.C.D.(12).A communication B complexity C combination D complex（分数
19、：1.00）A.B.C.D.(13).A collaboration B correspondence C cooperating D commission（分数：1.00）A.B.C.D.(14).A discover B convey C emerge D display（分数：1.00）A.B.C.D.(15).A events B affairs C facts D issues（分数：1.00）A.B.C.D.三、Test 3(总题数：1，分数：15.00)Business ChallengeIn 1994, the Boliari Limited, the holding comp
20、any for Piccadilly Supermarkets, was founded The first supermarket was established the following year in Varna, a resort town on the Black Sea coast. Subsequent growth has been (19) By mid 2006 Piccadilly operated six supermarkets in Varna and two in the Bulgarian capital Sofia, together with six se
21、parate (20) format “Mambo“ convenience stores. Plans are in (21) for expansion across Bulgaria with another two stores due to open shortly in different towns in the country.Piccadillys size and growth make it a significant (22) in the local economy and the company intends to be the leading supermark
22、et in Bulgaria. Its (23) is on quality and it seeks to offer a wide range of goods in an attractive shopping environment (to provide shopping experience). The companys (24) is “load high spirits“ and the aim is to (25) the high level of service achieved throughout the chain.The average age of the st
23、aff is under 30 and the company (26) the recruitment of young people and studentsover 50% of the current workforce are (27) in some form of university or college studies. Bulgarian higher education allows students to study for a (28) number of hours in the day and to live at home. Inevitably this (2
24、9) to recruitment produces some challenges: for some of the staff it is their first real job and some of them face difficulties adapting to a pattern of (30) work. Some have the option of seeking parental support for their studies, so attrition rates can be high, especially in the early stages. More
25、over the company has a (31) of growing its management from within so the management staff have not always gained the breadth of (32) that comes with a mature workforce. Set against this the staffs are intelligent and many are willing to commit if the organization treats them fairly and offers them (
26、33) opportunities.（分数：15.00）(1).A swift B fast C rapid D quick（分数：1.00）A.B.C.D.(2).A longer B farther C more D smaller（分数：1.00）A.B.C.D.(3).A post B way C form D hand（分数：1.00）A.B.C.D.(4).A strength B force C team D party（分数：1.00）A.B.C.D.(5).A analysis B basis C emphasis D crisis（分数：1.00）A.B.C.D.(6).A
27、 belief B motto C idea D goal（分数：1.00）A.B.C.D.(7).A suspect B support C sustain D predict（分数：1.00）A.B.C.D.(8).A means B helps C ups D targets（分数：1.00）A.B.C.D.(9).A dismissed B engaged C devoted D invested（分数：1.00）A.B.C.D.(10).A limited B requested C secured D assured（分数：1.00）A.B.C.D.(11).A key B app
28、roach C model D attempt（分数：1.00）A.B.C.D.(12).A current B basic C regular D direct（分数：1.00）A.B.C.D.(13).A rule B law C policy D regulation（分数：1.00）A.B.C.D.(14).A life B experience C study D knowledge（分数：1.00）A.B.C.D.(15).A promotion B contribution C anticipation D obligation（分数：1.00）A.B.C.D.中级阅读-阅读 3
29、答案解析(总分：45.00，做题时间：90 分钟)一、Test 1(总题数：1，分数：15.00)Stages of Advertising StrategyAs a business begins, one of the major goals of advertising must be to develop awareness of the business and its products. Once the business reputation is established and its products are positioned within the market, the
30、 (19) of resources used for advertising will decrease as the consumer develops a kind of (20) to the product. Ideally, this established and ever-growing consumer base will eventually aid the company in its efforts to carry their advertising message out into the market, both through its purchasing ac
31、tions and its testimonials on (21) of the product or service.Essential to this rather abstract process is the development of a positioning statement. A positioning statement explains how a companys product (or service) is (22) from those of key competitors. With this statement, the business owner (2
32、3) intellectual objectives into concrete plans. In addition, this statement acts as the (24) for the development of a selling proposal, which is (25) of the elements that will (26) up the advertising messages “copy platform“. This platform delineates the image, copy, and art work that the business o
33、wner believes will sell the product.With these concrete objectives, the following elements of the advertising strategy need to be considered. (27) audience, product concept, communication media, and advertising message. These elements are at the core of an advertising strategy, and are often (28) to
34、 as the “creative mix.“ Again, what most advertisers (29) from the beginning is clear planning and flexibility. And (30) to these aims is creativity and the ability to adapt to new market trends. A (31) advertising strategy often leads to a loss of market share. Therefore, the core elements of the a
35、dvertising strategy need to mix in a way that allows the message to envelope the target consumer, providing (32) opportunities for this consumer to become (33) with the advertising message.（分数：15.00）(1).A sum B total C amount D volume（分数：1.00）A.B.C. D.解析：解析 此题考查的是近义词辨析。amount“数量”，the amount of resou
36、rces used for advertising“可用于广告宣传的资源数量”。干扰项解析 sum“总数，金额”；total“合计，总计”；volume“量，体积”。(2).A curiosity B interest C ignorance D loyalty（分数：1.00）A.B.C.D. 解析：解析 此题考查的是对上下文的理解及四个选项的含义。后一句指明“这一建立起来并逐步增长的客户基础将会帮助公司”，customer base“客户基础”，此乃该题的语境线索，由此可推断出“逐渐发展成一种客户忠诚度”。loyalty“忠诚，忠心”；customer loyalty“客户忠诚度”。干扰项
37、解析 curiosity“好奇”；interest“兴趣”；ignorance“无知”。(3).A behalf B basis C base D cost（分数：1.00）A. B.C.D.解析：解析 此题考查的是固定短语搭配。on behalf of“代表”，both through its purchasing actions and its testimonials on behalf of the product or service“通过购买行为以及向他人推荐产品或服务”。干扰项解析 on a basis of“以为基础”；base“底部，根基，基础；以为基地”，be based
38、on以为基础；cost“费用、成本、代价”，at a cost of“花费了”，at the cost of“以为代价”。(4).A protected B differentiated C discriminated D separated（分数：1.00）A.B. C.D.解析：解析 此题考查的是四个选项的含义。positioning statement“品牌定位”；此句意为：品牌定位解释了公司的产品如何与其他竞争品牌的产品相区分。differentiate“区分”。干扰项解析 protect“保护”；discriminate“歧视，区别待遇”；separate“分离”。语义与上下文不符。
39、(5).A puts B keeps C turns D takes（分数：1.00）A.B.C. D.解析：解析 此题考查的是动词短语的搭配。turn.into“将转化为”；turns intellectual objectives into concrete plans“将理性目标转化成具体计划”。干扰项解析 put.into“把放入”；其他动词不与 into搭配使用。(6).A ground B fundamental C root D foundation（分数：1.00）A.B.C.D. 解析：解析 此题考查的是近义词辨析。foundation“基础”，此句意为：这一定位成为制订销售
40、计划的基础。干扰项解析 ground“地面”；root“根本”；fundamental“基本原则，基本原理”。(7).A comprised B composed C consisted D made（分数：1.00）A.B. C.D.解析：解析 此题考查的是近义词辨析。be composed of“由组成”。此句意为：销售计划包含了组成广告讯息的“文案规范(copy platform)”的因素。干扰项解析 comprise“包含，由组成”，故此处无需用被动语态；consist of“由组成”，此处无需用被动语态；be made of“用造成”。(8).A make B turn C show
41、 D face（分数：1.00）A. B.C.D.解析：解析 此题考查的是动词短语搭配。make up“组成”。干扰项解析 turn up“出现”；show up“揭露，露出”；face up to“(鼓起勇气)面对”。(9).A aim B target C objective D goal（分数：1.00）A.B. C.D.解析：解析 此题考查的是近义词辨析。target audience“目标受众”，属习惯用法。干扰项解析 aim“目标，瞄准”；objective“目标，目的”；goal“目的，目标”。(10).A mentioned B described C referred D p
42、ointed（分数：1.00）A.B.C. D.解析：解析 此题考查的是动词与介词的搭配。refer to“提到，谈到”，are often referred to as the creative mix意为“经常作为创意组合被提及”。干扰项解析 mention“提及”，及物动词；describe“描述”，及物动词。(11).A focus B stress C direct D point（分数：1.00）A.B. C.D.解析：解析 此题考查的是四个选项的含义。what most advertisers stress from the beginning“大多数广告客户从一开始就强调的是”
43、。stress“强调，着重”，及物动词。干扰项解析 focus“聚焦，注视，集中”，focus on sth. ；direct“指导”；point“指向，表明”。(12).A way B approach C path D key（分数：1.00）A.B.C.D. 解析：解析 此题考查的是四个选项的含义。key to these aims“达成这些目标的关键”。干扰项解析 way to do sth. “做的方法”；approach to“的方法”；path of“的途径”。(13).A rigid B dull C grim D tough（分数：1.00）A. B.C.D.解析：解析 此题
44、考查的是四个选项的含义及对上下文的理解。前一句指出广告策略应适应新趋势，此处用 rigid指一成不变的广告策略会导致市场份额的损失。rigid“刚性的，僵化的”。干扰项解析 dull“迟钝的，无趣的”；grim“严酷的”；tough“强硬的”。(14).A ample B much C lots D high（分数：1.00）A. B.C.D.解析：解析 此题考查的是四个选项的含义。ample“充足的”，providing ample opportunity for this consumer“给客户提供充足的机会”。干扰项解析 much 修饰不可数名词，但此处 opportunity为复数形
45、式，是可数名词；lots 后面缺少了of；high 一般不用于修饰 opportunity。(15).A accepted B acquired C acquainted D acknowledged（分数：1.00）A.B.C. D.解析：解析 此题考查的是四个选项的含义。acquaint“使熟知”，become acquainted with“熟悉”。干扰项解析 accept“接受”；acquire“获得，学到”；acknowledge“承认，报偿”。二、Test 2(总题数：1，分数：15.00)Management for Global BusinessIn the rapidly c
46、hanging global economic and business landscape, the need for effective global business management has become even more important. For businesses to remain competitive, they must continually (19) to tap into the global markets and emerging world opportunities. Strategic business management in the pre
47、sent turbulent world economic conditions has to be more (20) as technology, production and consumption (21) are changing by the day. In this context, global business management can be (22) as the fundamental principles and practices of conducting global business activities the proper evaluation of i
48、nternational business opportunities and the optimum (23) of resources so as to (24) the individual business objectives in a global environmentIt is (25) with large national companies attempting to make it big on the global stage. Domestic businesses in an attempt to become multinational or transnati
49、onal corporations face numerous (26) which can be duly (27) by global business management. In the (28) of globalization and a rapidly integrated world in (29) of tastes, preferences and even culture, the organizational and geographical (30) of global or multinational companies are getting even more pronounced. The idea of changeto effectively conduct the global business of the company in far flung areas of the world and to evaluate the business opportunities in remote co
