1、BEC商务英语（中级）阅读模拟试卷 21及答案与解析 一、 PART ONE 0 Look at the statements and the materials about marketing disasters below. Which story (A, B, C or D). does each statement 1 7 refer to? For each sentence, mark one letter (A, B, C or D) on your Answer Sheet. You will need to use some of the letters more than
2、once. A Hoover offered any customer who spent at least 100 on its products two complimentary flights to Europe and the US. The offer attracted more than double the anticipated applications, leading to the dismissal of three senior managers and a bill for 19 million. B A large computer hardware retai
3、ler positioned itself at the bottom end of the market by undercutting all its competitors. To attract customers, it even offered a 0% interest Buy Now, Pay One Year Later deal. People did buy, but unfortunately, serious cash flow problems forced the company into liquidation before customers repaid t
4、hem. C Lever Brothers rushed Persil Power onto the market to coincide with a rival companys launch of its own new washing powder. Despite millions of pounds spent on research, Persil Power was fatally flawed, having the unfortunate effect of damaging clothes. It was quickly withdrawn and reformulate
5、d. D The best has been made even better. said the Chairman of Coca-Cola about its decision to change the flavour of Coke for the first time in its 99-year history. However, of the 150 million people who tried the new Coke, nearly two-thirds preferred the original. The company was forced to re-launch
6、 the old Coke as Coke Classic three months later. 1 Dont change something which is already a proven success. 2 Dont spend more on the promotion than the product. 3 Dont let competitors dictate your strategy. 4 If things go wrong, change the name. 5 A marketing mistake can put a company out of busine
7、ss. 6 Doing things too quickly can produce disastrous results. 7 Work out the exact cost of a promotional gift. 二、 PART TWO 7 Read the article below about profit. Choose the best sentence to fill each of the gaps. For each blank 8 12 mark one letter (A G) on your Answer Sheet. Do not use any letter
8、more than once. There is an example at the beginning. Profit Entrepreneurship is directly responsible for production The business person (entrepreneur) takes a cue from consumers in deciding what they want or, in the case of a new product (8) Profit means different things to different people. Accord
9、ing to some public opinion polls, many people are not sure what it is, but they are sure (9) Workers may look at profit as an unfairly large payment to the entrepreneur that deprives them of a higher wage. The business person thinks of profit (10) During negotiations before the settlement of the sec
10、ond baseball strike in August, 1985, the Players Association claimed the owners had made profits of $ 91 million, an accounting firm said owner profits were $ 43 mil- lion, and the owners insisted they had lost $ 9 million. The truth was that all three were correct. The disparity in the figures was
11、due to the fact that each group was defining profit differently. Let us now see if we can develop a more exact definition of what profit is. Gross profit is the difference between what a business firm sells its product for end what it costs to produce that product. The merchant buys $200,000 worth o
12、f merchandise during the year and sells it for $270,000. His gross profit is $ 70,000. The percentage difference between his cost and the selling price is 35 percent, and he calls this markup. Net profit is (11) rent, wages, and interest and setting aside money to allow for the loss due to depreciat
13、ion (wearing out) of capital. Our merchant has to subtract from his gross profit his payments for rent ($ 6,0O0), wages ($ 20,000), interest on money borrowed ($1,000), repairs and upkeep ($1,000), taxes ($1,000), electricity and other expenses $1,000. Expenses for operating the business come to $ 3
14、0,000. Gross profit is $ 70, 000, and net profit is $40,000. Economists have a narrower definition of what constitutes profit. They are concerned with payment for all the resources that have gone into production (12) , like those listed above, or from inside the business. A what profit really means
15、B it is too large and represents too much of the consumers dollar C as the difference between total revenue and total cost D what the business person has left after paying expenses E what they might want F production G whether they come from outside the business 三、 PART THREE 12 Read the article bel
16、ow about research and development in industry and the questions on the opposite page. For each question 13 18, mark one letter (A, B, C or D) on your Answer Sheet for the answer you choose. Research and Development in Industry It is only through innovation that large companies will be able to surviv
17、e, according to Mark Peter, vice-chair- man of UK-owned industrial giant 5P. However, says Peter, it remains difficult to run a truly innovative company. Innovation involves speculation, unproven technologies and unpredictable costs. It takes a lot of managing, because managers really have to be on
18、top of whats happening. In addition, innovation does not fit easily into the orderly kind of organization that company accountants like. Despite this, Peter claims it is an essential policy to pursue. The 5P groups record of growth aid profitability indicates that it manages the orderly part of the
19、business pretty well. The statistics are big: operations in more than 60 countries, sales in more than 200. around 60, 000 products and 70, 000 employees. But what makes 5P different is its innovative approach to innovation itself. Although it is a massive multi-national with a turnover of $ 15 bill
20、ion, the whole company is bro- ken down into tiny groups which work together and help each other and are then encouraged to consult internally with the other groups. This positively encourages individual and collaborative research. A further encouragement is that all research staff world-wide are ex
21、pected to work on 5P projects for only 85% of their times for the remaining 15% of time they are free to pursue ideas of their own, using company facilities. In this time they can work on their own or in a group. One hugely successful project that has come out of this 15% rule is the Post-it note. T
22、he idea came from an individual inventor and then. using the business skills of a large organization, was rapidly developed into a major product. The success of the Post-it note proves how profitable the innovative 15% rule can be. Mark Peter says innovation is at the heart of 5P. In 1996. more that
23、 30% of sales were generated by products less than four years old. He says: “We almost always get into new markets through innovation. Were very good at adapting these innovations to lots of different markets so we have a high success rate. We take an idea and see how many applications its got. Then
24、 we try to establish market dominance. We have a tremendous variety of technologies so we can adapt anything but we still need the original ideas to develop.“ In the past year 5P has introduced a group-wide program called Pacing Plus. This means that they are still actively seeking new ideas, but wi
25、th the difference that they hope many of them will eventually lead to the establishment of completely new business. In this way, 5P will be able to invest in a wide range of markets and even create some new ones. This emphasis on innovation creates unusual stresses and strains and makes a company li
26、ke 5P a difficult business To manage. Technical people at 5P are given a large degree of intellectual freedom, and the company appears to specifically try to recruit people who think for themselves and who dont necessarily solve things by the traditional routes. The management encourages people to s
27、tep outside of the security that comes from working in a big, stable group, and then to handle the consequences. So far the mixture of freedom and heavy responsibility seems to work: the 25 research schemes now under review could generate business worth $ 6 billion a year. 13 5Ps approach to innovat
28、ion is different because it allows researchers to （ A） work for more than one company. （ B） work on a variety of products. （ C） work with groups in other organizations. （ D） work alone as well as in a team 14 Mark Peter says it can be difficult for companies to be innovative because this involves （
29、A） giving more power to the accountants. （ B） employing a lot of managers. （ C） being orderly and organized. （ D） being prepared to take risks. 15 When 5P has a new idea it tries to （ A） sell it only in new markets. （ B） sell it in markets it already controls. （ C） think of different ways of exploit
30、ing it. （ D） keep it secret as long as possible. 16 The writer says that the Post-it note was invented as a result of （ A） a researchers own initiative. （ B） research carried out by a group. （ C） research originally done on another product. （ D） a managers innovative idea. 17 The researchers at 5P n
31、eed to be people who （ A） feel relaxed about their work. （ B） have an individual approach to problems. （ C） are academically gifted. （ D） are willing to stay with the company for a long time. 18 5P sees the Pacing Plus program as （ A） something other companies are likely to copy. （ B） an opportunity
32、 to take over some of its competition. （ C） a departure from its previous approach. （ D） a way of solving certain problems. 四、 PART FOUR 18 Read the extracted report below about business intelligence. Choose the best word to fill each gap from A, B, C or D on the opposite page. For each question 19-
33、33, mark one letter (A, B, C or D) on your Answer Sheet. Benefits of Business Intelligence One of the most effective uses of business intelligence is within the enterprise, disseminating key business metrics to knowledge workers and information stakeholders at every level. The benefits of business i
34、ntelligence, however, (19) beyond the walls of the enterprise. Customers can (20) from the sharing of information like how effective the company has been in meeting delivery (21) and product quality objectives. Perhaps more importantly, providing (22) to this information sends a powerful (23) to the
35、 customer base that the company will live up to its (24) . Business intelligence can help improve the performance levels of suppliers by providing them with metrics such as competitiveness of bids, ease of (25) , timeliness of delivery, accuracy of invoicing or any other important (26) Providing sup
36、pliers these (27) typically creates for them powerful (28) to improve performance where (29) . Effective business intelligence solutions ensure that you are able to share the data from these solutions with all of these (30) Business intelligence solutions enable you and your employees to make better
37、, more (31) decisions that will have a (32) impact on your company. They also enable your company to (33) its partnerships with customers and suppliers, which, in return, makes your business even stronger. （ A） expand （ B） enlarge （ C） grow （ D） extend （ A） benefit （ B） gain （ C） protect （ D） earn （
38、 A） agendas （ B） itineraries （ C） schedules （ D） targets （ A） entrance （ B） access （ C） assistance （ D） approval （ A） code （ B） sign （ C） signal （ D） indication （ A） expectations （ B） pledges （ C） declarations （ D） commitments （ A） collecting （ B） purchasing （ C） selecting （ D） ordering （ A） measure
39、s （ B） criteria （ C） principles （ D） regulations （ A） data （ B） materials （ C） insights （ D） information （ A） incentives （ B） encouragement （ C） inspirations （ D） stimuli （ A） necessary （ B） essential （ C） crucial （ D） fundamental （ A） cooperators （ B） confederates （ C） stakeholders （ D） partners （
40、A） definite （ B） strategic （ C） operational （ D） practical （ A） significant （ B） positive （ C） definite （ D） substantial （ A） tighten （ B） amplify （ C） develop （ D） strengthen 五、 PART FIVE 33 Read the article below about the ASTA. In most of the lines 34-45 there is one extra word. It is either gram
41、matically incorrect or does not fit in with the meaning 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 in the line, write the extra word in CAPITAL LETTERS on your Answer Sheet. ABUNDANT ASTA RESOURCES Day in and day
42、 out, ASTA helps its members with everything from debit memos to bankruptcy claims on against suppliers to applying for Small 34 Business Administration loans. Whatever business problem is facing with you 35 chances are someone at ASTA headquarters can offer the advice or a helping 36 hand. A few mo
43、nths ago, ASTA introduced that the Member Care Center as 37 an improved method of serving its members. The Member Care Center serves 38 as the single source for member record changes, for meeting registrations 39 and information requests. We have begun intensive customer service training 40 of our M
44、ember Care team to ensure that they are fully equipped with to 41 answer your questions as more efficiently as possible. Our Member Care team 42 meets early every morning for a briefing report on the ASTA and travel 43 industry news of the day so they are prepared for the various calls that may 44 c
45、ome in. If the answer or solution lies in other another ASTA department, 45 ASTA has a highly trained staff of professionals are ready to assist you. Heres just a sample of how ASTA departments service oar members on a daily basis. BEC商务英语（中级）阅读模拟试卷 21答案与解析 一、 PART ONE 1 【正确答案】 D 【试题解析】 “不要改变被证明是成功的
46、东西。 ”这是指的可口可乐公司重新推出从前的可乐。 2 【正确答案】 A 【试题解析】 “不要在促销上花得 比产品本身还多。 ”这是指 A段中为顾客提供机票的事。选 A。 3 【正确答案】 C 【试题解析】 “别让对手发觉你的战略。 ”C段中有 Lever Brothers同时推出新产品的事。应选 C。 4 【正确答案】 C 【试题解析】 “如果事情变糟了，就改变原计划。 ”C段中有： “It was quickly withdrawn and reformulated ”所以 C对。 5 【正确答案】 B 【试题解析】 “市场营销的错误会导致公司破产。 ”B段中有 “serious cash
47、 flow problems forced the company into liquidation.”，所以 B对。 6 【正确答案】 B 【试题解析】 “做事太快可能导致灾难性的结果。 ”B段谈到通过提供赊销的手段使得销售量大增，增加得太快，以致现金流出现了问题，最终导致破产，所以 B对。 7 【正确答案】 A 【试题解析】 “拟算出促销礼品的确切成本。 ”A段中由于忽略了促销成本而导致了损失。应选 A。 二、 PART TWO 8 【正确答案】 E 【试题解析】 what they might want与 what they want形成对应关系，所以巨是对的。 9 【正确答案】 A 【
48、试题解析】 what profit really means与 what it is对应，即公众不知道什么是利润，但知道利润意味着什么。 10 【正确答案】 C 【试题解析】 think of.as.(把 想作 ) 是一种常见的用法。类似于 cosider treat.as 11 【正确答案】 D 【试题解析】 这个 what从句是系动词 is后面的表语从句。 12 【 正确答案】 G 【试题解析】 填人的是用 whether引导的让步状语从句。 “whether they come from outside the business” 三、 PART THREE 13 【正确答案】 D 【试
49、题解析】 第二段谈到 5P公司独特的革新方法，第三段还谈到 “they can work on their own or in a group”。可见该公司允许其研究人员在公司内部单独丁作，或者在公司内部以团体形成工作。 14 【正确答案】 D 【试题解析】 第一段谈到 Mark Peter认为大公司只有创新才能生存。然而经营一个有所创新的公司很难。 A， B项含义不符， C太片面，只有 D概括全面。 15 【正确答案】 C 【试题解析】 第四段提出创新是 5P立足之本，而且他们 “take an idea and see how many applications its got”，此点与 C含义吻合。 16 【正确答案】 A 【试题解析】 文章第三段说，研究人员 85%时间用来做项目； 15%用来自由工作，而 post-it note正来 自这 15%时间。也就是说 post-it note是个人主动开发出的。 17 【正确答案】 B 【试题解析】 最后一段说 5P要聘 people who think for themselves，这与 B中have an individual approach to pr
