1、BEC商务英语（中级）阅读模拟试卷 126及答案与解析 一、 PART ONE 0 Look at the statements below and the article about A Risky Try on the opposite page. Which section of the article(A, B, C or D)does each statement(1 -7)refer to? For each statement(1-7), mark one letter(A, B, C or D)on your Answer Sheet. You will need to use
2、 some of these letters more than once.Example: 0 Real Networks move is another sign that the software industry is going hybrid. A Risky TryA Focus on what you do best. This age-old strategy has worked well for RealNetworks, Microsofts main competitor in multimedia software for the Internet. Now, the
3、 smaller Seattle-based firm is trying a novel way to contain the software giant. On October 29th, it released the underlying recipe, or source-code, of its RealPlayer software and will soon do the same for its other programs giving away a big chunk of its intellectual property.B This may sound like
4、a desperate echo of 1998, when Netscape, struggling in Microsofts chokehold, published the source-code of its web browser(an initiative that yielded few real results until this June, when the first serious new version of the open-source browser, Mozilla, was released). Yet RealNetworks is not playin
5、g defense. It is trying to encourage the creation of a common multimedia software infrastructure for every kind of file format and device, thus thwarting Microsofts ambitions in this promising market. The firm hopes that others in the industry(volunteer programmers, media firms and hardware makers)w
6、ill take the code, called Helix DNA, improve it and make it run on new devices, such as mobile phones and home stereos, turning RealNetworks software into an industry standard. Clever licensing terms are supposed to ensure that this standard does not splinter and that the firm still makes money.C In
7、dividual developers, universities and other non-profit organisations can modify the software as they please and even redistribute it for free, so long as they also publish the source-code for their changes. This is a sort of payment in kind, for RealNetworks is then allowed to use these contribution
8、s. Firms, on the other hand, must pay royalty fees if they distribute more than 1 m copies of the code. They also have to make sure that their software works with other Helix DNA products. The softwares development community already has 2, 000 members. And several hardware makers back the effort. Bu
9、t there are risks. Afraid of piracy, media groups are suspicious of anything that might be related to hackers(although they also do not want to depend on, and pay for, technology controlled by Microsoft). The self-created competition could also hurt RealNetworks if customers decide its commercial pr
10、oducts, which will be based on the open source-code but with extra features, are not worth paying extra for.D RealNetworks move is another sign that the software industry is going hybrid. Mixing elements of proprietary software, where the source-code is tightly controlled, with open-source programs
11、enable firms to expand a market, harvest the ideas of others and, they hope, still make money. Even Microsoft is edging this way: it recently announced that partners can now look at but not modify or reuse the source-code for Passport, its controversial digital-identity service. 1 In 1998, Netscape
12、made a dangerous copy. 2 Releasing the free source-code is the RealNetworks new way of stopping Microsoft. 3 RealNetworks expects to make its own software into an industry standard. 4 RealNetworks suggests Software market is becoming a mixed market. 5 Releasing the source-code can bring about self-c
13、reated competition. 6 RealNetworks wants to make profits by releasing the free source-code. 7 RealNetworks shows great focus on the strategy of doing your best. 二、 PART TWO 7 Read the extract below from an article about coffee.Choose the best sentence from the list on the opposite page to fill each
14、of the gaps.For each gap(8-12), mark one letter(A-G)on your Answer Sheet.Do not use any letter more than once.There is an example at the beginning(0).Coffee is worth approximately $ 50-60bn per annum in terms of world sales. It is a truly international commodity, and today more than 50 countries in
15、the world grow coffee beans.(0)D ICO consists of 61 governments, 43 of which are exporters and 18 of which are importers. The organization helps coffee producers and promotes coffee consumption worldwide. ICO estimates that world production next year will reach 97. 5 million bags, 11. 3 million bags
16、 higher than the current year.【 P1】 _As the largest producing country, Brazil is particularly important in the coffee world. In 1994 Brazil was responsible for 25% of world production, Colombia was next with 13.4% , Indonesia had 7. 5% , Mexico 4. 7% , Guatemala 3.8% and Ethiopia and Vietnam were eq
17、ual with 3. 4% .Coffee is a tough crop, and can be grown in areas where it is difficult or impossible to grow other crops.【 P2】 _However, disease is always a problem for coffee production, as we can see in some parts of South America at the moment. ICO is active in educating farmers about avoiding d
18、isease and dealing with problems when they occur.The distribution chain varies from country to country, explains Pablo Dubois. In most countries the smaller farmers sell their crop to a local trader, who then sells it on to exporters. There are, however, other distribution systems.【 P3】 _Some countr
19、ies, like Vietnam, have special government marketing organizations for coffee.Coffee prices often vary greatly from one; year to the next. In 1997, for example there was a large rise in the world price, which was immediately felt by the consumer. Rising prices always result in a drop in sales, which
20、 will have a bad effect on those developing countries which are highly dependent on foreign exchange from coffee exports.【 P4】 _In the opinion of Pablo Dubois, the biggest problem for his organization is to create greater consumer awareness of the different varieties of coffee and different ways of
21、preparing it.【 P5】 _ICO is therefore concentrating its promotional activities on Russia and China. It is also encouraging environmentally friendly coffee production, and last years seminar on coffee and the environment created a lot of interest.The future looks bright for the coffee industry. It is
22、estimated that consumption over the next few years will continue to rise steadily. New markets like Eastern Europe and China are expected to develop fast.Example: A As a result, the membership now represents 94% of all exporters and 60% of all importers.B In some of these countries, this can amount
23、to as much as 50% of all export earnings.C In North America, most consumers already have above-average knowledge of the range available.D For example, frost and wind are particularly damaging to coffee crops.E Larger coffee growers, for example, frequently export directly.F The main reason for this
24、is higher Brazilian output as production recovers from weather damage to crops.G It is cultivated in mountain regions which can only be reached by animal transport, and in other difficult areas where modern agricultural equipment cannot be used. 8 【 P1】 9 【 P2】 10 【 P3】 11 【 P4】 12 【 P5】 三、 PART THR
25、EE 12 Read the article below about focus on customer, and the questions on the opposite page. For each question(13-18), mark one letter(A, B, C or D)on your Answer Sheet. Focus on Your Customer If you think of the most successful companies a-round the world GM, Wal-Mart, IBM, etc. they all have one
26、thing in common: loyal customers. It can cost ten to twenty times as much to acquire a customer as to retain one, so its easy to understand why Customer Relationship Management is such a hot concept. But, while everyone understands CRM is a good thing, putting a CRM strategy together isnt easy. The
27、place to start? A customer driven business model. A customer-driven business model is the most prudent method of ensuring customer loyalty because it fosters a better relationship with new and existing customers. Others such as market, price, cost or e-commerce-driven business models may generate pr
28、ofits, but fall short of sustaining a loyal customer base. At the heart of customer-driven business model is a clear understanding of the customer-not just customer trends(although this is useful information, too), but the buying habits and history of every one of your customers. This 360-degree vie
29、w provides analytics from multiple channels(direct, web, fax, E-mail, call center, sales/marketing)and consolidates into a common repository. Monitoring buying habits and tracking market dynamics lets you more effectively market new and existing products and services. If you think this is a daunting
30、 task, you arent alone. Because most enterprises dont have a consolidated view of their customers, obtaining customer profit and cost information is often a herculean effort. Implementing a CRM solution is usually a huge project with a high probability of failure. Some analysts suggest most business
31、es underestimate the cost of a CRM implementation by 40-75 percent. In fact, a successful CRM will interface with ERP systems to provide integration with all customer interactions such as order processing, billing. Also, CRM strategies must include commitment and sponsorship from senior management,
32、as it should be deemed a strategic investment that is implemented incrementally and evolutionarily. Understanding critical success factors, such as those listed in the “ Key to CRM Success“ sidebar, mitigates the risks. First, start with a cultural change that focuses on a customer-centric business
33、strategy. Make sure your organization is well aware of the high cost of customer attrition and is focused on improving retention, increasing loyalty. Understanding and broadcasting the cost of acquiring new customers versus fostering existing relationships. Second, focus on an enterprise view of the
34、 customer that encompasses all customer data, such as communication history, purchasing behaviours, channel preferences, demographics, etc. understand your customers preferred channels and determine if theres some way to optimize them. Adopt a flexible architecture that will expand with your busines
35、s this is true with any IT project. Never deploy a strategic, costly solution using the big-bang approach. Always take an incremental, evolutionary, or iterative approach. The impact to your organization can be significant, thus, proceed slowly and ensure the returns on investment measures are in pl
36、ace. 13 The first paragraph indicates that loyal customers （ A） help reduce costs of the company. （ B） are quite common around the world. （ C） produce huge profits. （ D） are costly to develop. 14 According to the writer, a customer-driven business model ensure customer loyalty by （ A） attaching grea
37、t attention to customers buying inclination. （ B） keeping track of what customers have purchased. （ C） having a panorama understanding of customers. （ D） launching new products and services quickly. 15 According to the article, to get customer information is considered to be （ A） an effective market
38、ing method. （ B） easier if the company adopts a customer-driven business model. （ C） an impossible task to accomplish by many companies. （ D） difficult for a company with an integrated view of customers. 16 According to the writer, a CRM implementation fails because （ A） the project is too large. （
39、B） it involves strategic investment. （ C） the implementation is too integrated. （ D） there is inadequate funds. 17 What is the key factor of reducing the risk of a CRM solution? （ A） complete customer files （ B） retention of customers （ C） good relationship with customers （ D） broad preferred channe
40、ls 18 What can lead to a successful CRM strategy? （ A） Invest enough money in the project at the start. （ B） Develop the project gradually or repeatedly. （ C） Be aware of its significant impact on the company. （ D） Determine and keep the scale to the end. 四、 PART FOUR 18 Read this following news abo
41、ut personal branding.Choose the best word or phrase to fill each gap from A, B, C or D on the opposite page. For each question(19-33), mark one letter(A, B, C or D)on your Answer Sheet. There is an example at the beginning. Personal BrandingOne of the issues people are concerned about as they start
42、to(0)_B their personal brand is being【 C1】_to one subject or area. They ask “Can I be an expert in more than one field or should I【 C2】 _one? “ You have the freedom to brand yourself as you choose, and you can always expand your offerings,【 C3】 _the knowledge you gain and your new interests. When yo
43、u have an assortment of interests, you need to make sure that you manage them properly, both in【 C4】 _of the time you【 C5】 _to each and how they are interwined in your lifestyle, online and off.If you have multiple interests and they are【 C6】 _, then your hand brand will be much more powerful becaus
44、e those interests can complement each other.【 C7】 _, if you are a financial analyst working at a bank during the day and a stock-trading blogger by night, you can【 C8】 _both, without drifting【 C9】 _from your current brand【 C10】 _of course that you dont violate any confidentiality rules or insider tr
45、ading laws.If your interests arent related in any【 C11】 _, then they should be completely detached, such as having two【 C12】_websites catering exclusively to each. If youre an accountant for a Forture 500 company and a male model, you definitely want to separate those【 C13】 _ and career paths from e
46、ach other because【 C14】 _youre perceived as a male model may impact how seriously youre【 C15】 _as an accountant.Example: A display B define C decide D describe 19 【 C1】 （ A） retained （ B） related （ C） confined （ D） restrained 20 【 C2】 （ A） focus on （ B） account for （ C） subject to （ D） apply to 21 【
47、 C3】 （ A） relate to （ B） rooted in （ C） fixed upon （ D） based on 22 【 C4】 （ A） respect （ B） aspect （ C） terms （ D） ways 23 【 C5】 （ A） allocate （ B） delegate （ C） divide （ D） arrange 24 【 C6】 （ A） dependent （ B） inseparable （ C） related （ D） indispensable 25 【 C7】 （ A） For instance （ B） Now that （ C）
48、 Moreover （ D） Nevertheless 26 【 C8】 （ A） join （ B） associate （ C） stick （ D） bond 27 【 C9】 （ A） forward （ B） away （ C） back （ D） out 28 【 C10】 （ A） given （ B） if （ C） in case （ D） provided 29 【 C11】 （ A） case （ B） manner （ C） way （ D） event 30 【 C12】 （ A） distinct （ B） distinctive （ C） distinguishe
49、d （ D） diversified 31 【 C13】 （ A） features （ B） personalities （ C） characteristics （ D） identities 32 【 C14】 （ A） that （ B） when （ C） what （ D） how 33 【 C15】 （ A） received （ B） identified （ C） taken （ D） accepted 五、 PART FIVE 33 Read the text below about business who profit from hiring freelance writers.In most of the lines(34-45), there is one extra word. It is either grammatically incorrect or does not fit in with the meaning of the text. Some lines, howeve
