1、BEC商务英语（中级）阅读模拟试卷 136及答案与解析 一、 PART ONE 0 Look at the statements below and a passage about the need for good managers on the opposite page. Which section (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 u
2、se some of these letters more than once. A The need for good managers is not going away. It is intensifying. With “flatter“ organizations and self-directed teams becoming common; with personal computers and networks making information available to more people more quickly; the raw number of managers
3、 needed is decreasing. However, the need for good managers, people who can manage themselves and Others in a high-stress environment, is increasing. B I believe anyone can be a good manager. It is as much trainable skill as it is inherent ability; as much science as art. You have confidence in yours
4、elf and your abilities. You are happy with who you are, but you are still learning and getting better. You are something of an extrovert. You dont have to be the life of the party, hut you cant be a wallflower. Management is a people skill-its not the job for someone who doesnt enjoy people. C You a
5、re honest and straightforward. Your success depends heavily on the trust of others. You are an includer not an excluder. You bring others into what you do. You dont exclude other because they lack certain attributes. You have a presence. Managers must lead. Effective leaders have a quality about the
6、m that makes people notice when they enter a room. D You are consistent, but not rigid; dependable, but can change your mind. You make decisions, but easily accept input from others. You are a little bit crazy. You think out-of-the box. You try new things and if they fail, you admit the mistake, but
7、 dont apologize for having tried. You are not afraid to “do the math“. You make plans and schedules and work toward them. 1 The need for good managers is increasing. 2 The raw number of managers needed is decreasing. 3 Being a good manager must enjoy people. 4 An effective leader has a quality that
8、makes him/her easily noticed. 5 Anyone can be a good manager. 6 A good manager must let others trust him/her. 7 A good manager dares to take some risks. 二、 PART TWO 7 Read the article below which reviews a new book on company planning. Choose the best sentence from the list on the opposite page to f
9、ill each 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. Firms need a better way of planning Nick Field, in his book Strategy Management, offers a new approach to help companies map out their future. Many companies have lost the art o
10、f strategy-making. They spend too much time looking at process change, organisation and systems. They do not invest enough effort in determining where they want to be in their markets and how they are going to beat their competitors They have got things out of balance. In many companies, the develop
11、ment of strategy is in crisis. In a recent magazine poll, only six per cent of executives rated their company highly for long-term planning skills. (8) If this figure is accurate, it is not surprising that 29% of the FTSE 100 companies failed to achieve real sales growth between 1992 and 1996, when
12、takeovers are excluded from the figures. There can be no doubt about the value of effective strategy-making. Recent research has shown that what are described as visionary companies - those with clear strategies for the future - deliver higher shareholder returns. They are less at risk from short-te
13、rm earnings pressures because they know - and they can convince others - that they will survive these. (9) Times have changed. The big company of today is not being defeated by another big company but by the small companies. So how do they do it? And where do companies that are failing in this respe
14、ct turn? If a company accepts that their strategy development is not the best in the class, if they acknowledge that they need to do more to map out their future, influence rather than be influenced, shape their market instead of being shaped by it, how should they take on this strategy-making chall
15、enge? Fields book Strategy Management puts forward a new approach to help companies rediscover the power of forward planning. (10) The book is straightforward to understand and use, and offers practical and specific directions. Research and empirical testing have proved that it can be useful in all
16、areas of industry and should be of value to any company. The approach put forward is based on two key building blocks, the first being that any company considering its future must have a commitment to win. (11) The second building block is competitive advantage. The author defines four prime areas t
17、hat differentiate organisations and influence purchase decisions. These are the performance of the product or service, sold at the most attractive price, with extraordinary levels of service and strong emotional values. It may require only one of these areas to produce a competitive advantage. Take
18、Coca-Cola for example. (12) Companies can explore how to win by building on their commitment and working around this approach to identify which one or more of these four sources of advantage will lead to success. A Clear guidelines are given on how to become involved with customers and build new for
19、ms of competitive advantage. B Through the brand name, the company has established a relationship with customers feelings that has made the product highly successful, C Another survey estimated that only one in ten companies had the information they needed to make strategic decisions. D Lacking any
20、debate about the future, these are typically reduced to a once-a-year form-filling exercise. E If this comes across forcefully enough rivals will see it and go elsewhere, believing the market will be taken over by another. F In the past, it was generally believed that the scale of the company was th
21、e most significant factor. G They do not invest enough effort in determining where they want to be in their markets and how they are going to beat their competitors. 三、 PART THREE 12 Read the article below about business and customers and the questions on the opposite page. For each question 13-18,
22、mark one letter (A, B, C or D)on your Answer Sheet for the answer you choose. Focus on Your Customer If you think of the most successful companies around the world - GM, Wal-Mart, IBM, etc. - they all have one thing in common: loyal customers. It can cost ten to twenty times as much to acquire a cus
23、tomer 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 place to start? A customer-driven business model. A customer-driven business model is the
24、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 profits, but fall short of sustaining a loyal customer base. At the heart of customer-driven
25、 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 view provides analytics from multiple channels (direct, web, fax, E-mail, call center, sal
26、es/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 task, you arent alone. Because most enterprises dont have a consolidated view of the
27、ir 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 businesses underestimate the cost of a CRM Implementation by 40 75 percent. In fact, a succes
28、sful 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, as it should be deemed a strategic investment that is implemented incrementally and e
29、volutionary. 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 strategy. Make sure your organization is well aware of the high cost of customer attriti
30、on 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 customer that encompasses all customer data, such as communication history, purchasing
31、behaviors, 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 business - this is true with any IT project. Never deploy a strategic, costly solution using the
32、 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 place. 13 The first paragraph indicates that loyal customers （ A） help reduce costs of th
33、e 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 great attention to customers buying inclination. （ B） keeping track of what customers have
34、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 marketing method. （ B） easier if the company adopts a customer-driven business model. （ C） an
35、 impossible task to accomplish by many companies. （ D） difficult for a company writer an integrated view of customers. 16 According to the writer, a CRM implementation fails because （ A） the project is too large. （ B） it involves strategic investment. （ C） the implementation is too integrated. （ D）
36、there is inadequate funds. 17 What is the key factor of reducing the risks of a CRM solution? （ A） Complete customer files. （ B） Retention of customers. （ C） Good relationship with customers. （ D） Broad preferred channels. 18 What can lead to a successful CRM strategy? （ A） Invest enough money in th
37、e 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 19 Read the article on the opposite page about why some small companies fail to grow. Choose the best word to f
38、ill each gap from A, B, C or D below. For each question 19 - 33, mark one fetter (A, B, C or D) on your Answer Sheet. There is an example at the beginning (0). Why do some small companies stay small? It is often assumed that if a small company fails to (0)_, it is because of external factors. So it
39、may come as something of a surprise to discover that many small companies have only themselves to (19)_ for their lack of growth. In fact, if you run a small business, you shouldnt waste much time wondering whether you have (20)_ to investment capital; still less, analysing fluctuations in (21)_ exc
40、hange rates. You are more likely to (22)_ the main barrier to greater success by looking in the mirror. This is a conclusion that can be (23)_ from a recent study based on interviews with the owner-managers of 40 small businesses. The research makes the reason (24)_ : management behaviour, however w
41、ell intentioned, is often the (25)_ of the problem. This was the overwhelming view (26)_ by the managers surveyed: the main barrier to growth was the fact that day-to-day issues (27)_ all their time. The problems that many larger businesses face - lack of funds and insufficient government support -
42、were of relatively minor (28)_ for these small companies. The survey shows that while owner-managers often work very hard running their business, many never take it on to the next (29)_ The reason is that they are too busy (30)_ their sales, marketing and finance functions. Limited resources may (31
43、)_ to this, but many owner-managers are unwilling to delegate even insignificant decisions. As a result, without realizing it, they create a style of working that (32)_ them from moving forward. One of the most important lessons for managers is learning to let go, very few people can do everything t
44、hemselves. Instead they need to hire staff able to take (33)_ some of their responsibilities. （ A） condemn （ B） accuse （ C） charge （ D） blame （ A） admission （ B） entry （ C） access （ D） entrance （ A） currency （ B） money （ C） cash （ D） banknote （ A） specify （ B） categorize （ C） identify （ D） allocate
45、（ A） achieved （ B） drawn （ C） acquired （ D） obtained （ A） clear （ B） distinct （ C） resolved （ D） defined （ A） foundation （ B） ground （ C） base （ D） root （ A） notified （ B） expressed （ C） informed （ D） addressed （ A） caught （ B） occupied （ C） held （ D） contained （ A） significance （ B） meaning （ C） de
46、finition （ D） sense （ A） place （ B） grade （ C） position （ D） stage （ A） watching for （ B） looking after （ C） bringing up （ D） waiting on （ A） support （ B） aid （ C） contribute （ D） assist （ A） avoids （ B） obstructs （ C） prevents （ D） evades （ A） over （ B） across （ C） down （ D） along 五、 PART FIVE 33 R
47、ead the text below about marketing information.In most of the lines(34-45), there is one extra word. It is either grammatically incorrect or does not fit in with the sense of the text. Some lines, however, are correct.If a line is correct, write CORRECT on your Answer Sheet.If there is an extra word
48、 in the line, write the extra word in CAPITAL LETTERS on your Answer Sheet.The exercise begins with two examples,(0 and 00).Example: Marketing Information0 Sales and marketing messages are illegal if they falsely advertise prices,00 performance capability, quality, or the other product characteristi
49、cs, or34 the buyer in what any way. A Western Canadian electronics firm was convicted35 recently of bait-and-switch selling(selling products with deceptive advertising).36 This practice occurs when a company advertises at a very low price on a37 product, but the customer has great many difficulty getting the special price.38 Rather that, the company attempts to sell the customer a similar but39 higher-priced product or offers a rain check that it will not be hono
