1、BEC商务英语（中级）阅读模拟试卷 152及答案与解析 一、 PART ONE 0 Look at the statements below and the text on the opposite page about the export market of four countries. 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 t
2、o use some of these letters more than once.Example0 The minority of business in this country is NOT privately-owned. AThe countrys economy looks on the optimistic side in general as a result of the governments privatisation programme. Therefore, although industrial production is stilt dominated by l
3、arge state-owned manufacturing enterprises, smaller private companies are starting to emerge, particularly in the service sector. The country is placing a high priority on rebuilding and modernising its infrastructure and a wide range of products and services are actively being sought.BSince the eco
4、nomy has started growing increasingly stronger, it is expected that continued growth in the gross national product of eight percent or more is likely over the next decade. The privatisation of former state industries is still in progress and major projects are being developed, especially in the stee
5、lindustry. Although this was an economy that emerged from recession, yet it showed a remarkable upward trend at the outset.CThis country used to be disappointingly slow and difficult in developing its economy with only a small number of private businesses piaying a role. However, with its strategic
6、position, substantial natural resources and skilled and multi-lingual workforce, the countrys transformation into a market economy seems for the time being notably optimistic. It is, therefore, likely to become a major industrial and trading power. Export success in this market requires careful rese
7、arch, patience and a lengthy commitment.DThe country is still facing economic difficulties, most notably a large trade deficit, in spite of the marginal rise in the gross national product. Privatisation is well advanced, nevertheless, with an increasing number of private small firms playing an impor
8、tant role and up to 80 percent of wealth now created by the private sector. Moreover, its currency has remained stable against those of its major trading partners. 1 This country exports less than it imports. 2 In this country there is very little privately-owned industry. 3 The economic system is b
9、eing successfully transformed in this country. 4 An increasing number of state-run companies are being privatised. 5 This would be a good market for construction companies to enter. 6 Better education and training plays a vital role in making the country a leading player in the international trade.
10、7 There is a slight upward trend in the countrys gross national product. 二、 PART TWO 7 Read the article below about project management. Choose the best sentence from the opposite page to fill each of the gaps. For each gap(8-12), mark one letter(A-G)on your Answer Sheet. Do not use any letter more t
11、han once. There is an example at the beginning(0). Can Your Marketing Be Effective Without Project Management? Are your projects flowing smoothly? Are you assigning responsibilities, deadlines and tasks, but it is just a headache to keep up? A likely problem is that tasks are not getting handed off
12、well or at the right time to others.(0)G A project management system is not a cure-all, but it certainly is a start. In marketing, Im always amazed at the lack of formalised project management systems. 【 P1】 _They assume that the purpose of a detailed plan is the same as it would be for other repeti
13、tive activities like manufacturing. The purpose of a project plan in marketing is to coordinate many of the uncertain activities that happen. And possibly more importantly, a good project plan will coordinate the activities of your resource requirements. Not everything will be predictable, but if we
14、 can make even some of the unpredictable predictable, we will increase the likelihood of success. Within a project plan, we can establish overall and individual process metrics. 【 P2】 _The value of these types of metrics is that they will allow you to take action during a project where and when you
15、can still influence its success. Measur-ability is perhaps the most important feature of the project plan. Project management covers all aspects of planning: coordinating activities and resources and forming a baseline from which to manage the project. 【 P3】 _Once a schedule is completed, it should
16、be posted or made available to all stakeholders of the project. Constant updating should appear and be visible to all parties. A project plan is an active document, and should be used to manage the process. A schedule is the translation of the project plan into individual tasks, identifying duration
17、s, responsibilities, start and finish dates, resources, flow and milestones. Everyone knows we cannot do enough planning, but its the time factor that prevents us, right? How much time does it really take to plan? From my experience you should use a baseline of around 5% of your projects time in pla
18、nning. Now, what happens if planning takes longer? You need to treat your planning process like any other process. Using a standard methodology, such as Lean Six Sigma and the toolset that it employs, will allow you the opportunity to get the most out of your planning cycle. 【 P4】 _I have found most
19、 companies actually enjoy planning, the collaboration and decision-making that take place during it. What everyone doesnt like is the waste in planning, so get rid of it! The first thing you can do is plan the planning process. Take 5% of your planning time to improve your planning. Set objectives,
20、milestones, create key performance indicators and, most of all, create a standard work plan. 【 P5】 _Consider that if you significantly improve your planning process, you will stop fighting such an uphill battle and create considerable down-flow opportunities of greater savings. Try it!Example: A Thi
21、s gives everyone involved the same reference point.B We will need metrics to produce information quickly.C It will improve your planning process, removing the waste that you have accumulated in it.D After doing this a few times, planning will become very easy, intuitive and more productive.E There i
22、s more to project planning than this.F Most marketers resist the idea, misunderstanding the role of detailed planning for marketing projects.G Another problem may be that everyones priorities seem all mixed up, and one or two people or departments seem to be an enormous bottleneck. 8 【 P1】 9 【 P2】 1
23、0 【 P3】 11 【 P4】 12 【 P5】 三、 PART THREE 12 Read the article below about ways of advertising on the opposite page. For each question(13-18), mark one letter(A, B, C or D)on your Answer Sheet. How Companies Advertise Advertising informs consumers about the existence and benefits of products and servic
24、es, and attempts to persuade them to buy them. The best form of advertising is probably word-of-mouth advertising, which occurs when people tell their friends about the benefits of products or services that they have purchased. Yet virtually no providers of goods or services rely on this alone, but
25、use paid advertising instead. Indeed, many organisations also use institutional or prestige advertising, which is designed to build up their reputation rather than to sell particular products. Although large companies could easily set up their own advertising departments, write their own advertiseme
26、nts, and buy media space themselves, they tend to use the services of large advertising agencies. These are likely to have more resources, and more knowledge about all aspects of advertising and advertising media than a single company. The most talented advertising people generally prefer to work fo
27、r agencies rather than individual companies as this gives them the chance to work on a variety of advertising accounts(contracts to advertise products or services). It is also easier for a dissatisfied company to give its account to another agency than it would be to fire its own advertising staff.
28、The client company generally gives the advertising agency an agreed budget: a statement of the objectives of the advertising campaign, known as a brief: and an overall advertising strategy concerning the message to be communicated to the target customers. The agency creates advertisements, and devel
29、ops a media plan specifying which media-newspapers, magazines, radio, television, cinema, poster, mail, etc.will be used and in which proportions. Agencies often produce alternative ads or commercials that are pre-tested in newspapers, television stations, etc. in different parts of a country before
30、 a final choice is made prior to a national campaign. The agencys media planners have to decide what percentage of the target market they want to reach and the number of times they are likely to see them. Advertising people talk about frequency or OTS(opportunities to see)and the threshold effectthe
31、 point at which advertising becomes effective. The choice of advertising media is generally strongly influenced by the comparative cost of reaching 1000 members of the target audience, the cost per thousand. The timing of advertising campaigns depends on factors such as purchasing frequency and buye
32、r turnover. How much to spend on advertising is always problematic. Some companies use the comparative-parity methodthey simply match their competitors spending, thereby avoiding advertising wars. Others set their ad budget at a certain percentage of current sales revenue. But both these methods dis
33、regard the fact that increased ad spending or counter-cyclical advertising can increase current sales. On the other hand, excessive advertising is counter-productive because after too many exposures people tend to stop noticing ads, or begin to find them irritating. And once the most promising prosp
34、ective customers have been reached, there are diminishing returns. 13 What does “institutional or prestige advertising“ in the first paragraph mean? （ A） Free advertising, when satisfied customers recommend products to their friends. （ B） Advertising that mentions a companys name but not specific pr
35、oducts. （ C） Advertising that a company makes by using the services of large advertising agencies. （ D） Advertising that is made by companys own advertising departments. 14 According to the writer, which of the following is NOT the reason why most companies use advertising agencies? （ A） Advertising
36、 agencies have more resources and knowledge about advertising and advertising media. （ B） People who specialize in advertising-making and prefer to undertake various advertising contracts are more likely to be available in agencies rather than a company. （ C） Companies would be able to save a lot of
37、 cost by using agencies for advertising. （ D） Some companies wont set up advertising departments when they are discontent with their own advertising performance. 15 When a company hires an advertising agency, which is the role of the agency? （ A） Making decisions regarding how much is to be spent on
38、 advertising （ B） Specifying the size of the target market and an ads frequency of being exposed （ C） Setting goals for the publicity activities （ D） Producing approaches to conveying the advertising messages to the right people in the market 16 How long the advertising will last is determined by （
39、A） the number of people who will see it. （ B） how often the ad is talked about. （ C） the number of new customers who show interests in the market. （ D） the advertising cost of reaching its target customers. 17 Why does advertising become ineffective after a certain point? （ A） Because some companies
40、 choose to spend the same amount on advertising as their competitors （ B） Because companies advertise during periods or seasons when sales are normally relatively poor （ C） Because companies set an unnecessarily higher ad budget based on their current sales revenue （ D） Because customers become indi
41、fferent to the advertising when being exposed to it too frequently 18 According to the last paragraph, what does “diminishing returns“ in the last line mean? （ A） The reduced number of existing customers （ B） A smaller amount of advertising cost （ C） An ever-smaller increase in sales in relation to
42、increased advertising spending （ D） A drop in the choices of advertising media used 四、 PART FOUR 18 Read the text below about personal branding. Choose the best word or phrase to fill each gap from A, B, C or D. For each question(19-33), mark one letter(A, B, C or D)on your Answer Sheet. There is an
43、 example at the beginning(0). Personal BrandingOne of the issues people are concerned about as they start 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 choos
44、e, and you can always expand your offerings, 【 C3】_the knowledge you gain and your new interests. When you have an assortment of interests, you need to make sure you manage them properly, both in【 C4】 _of the time you【 C5】 _to each and how they are intertwined in your lifestyle, on-line and off.If y
45、ou have multiple interests and they are【 C6】 _, then your brand will be much more powerful because 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
46、 your current brand【 C10】 _of course that you dont violate any confi-dentiality rules or insider trading 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 Fortune
47、500 company and a male model, you definitely want to separate those【 C13】 _and career paths from each other because【 C14】 _youre perceived as a male model may impact how seriously youre【 C15】 _as an accountant.Example:0 A display B define C decide D describe 19 【 C1】 （ A） retained （ B） related （ C）
48、confined （ D） restrained 20 【 C2】 （ A） focus on （ B） account for （ C） subject to （ D） apply to 21 【 C3】 （ A） related 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） depe
49、ndent （ B） inseparable （ C） related （ D） indispensable 25 【 C7】 （ A） For instance （ B） Now that （ C） 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） distinguished （ D） diversified 31 【 C13】 （ A） features （ B） personalities （ C） chara
