1、BEC商务英语（中级）阅读模拟试卷 27及答案与解析 一、 PART ONE 0 Look at the statements below and the information about products on the opposite page. Which product (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 some of thes
2、e letters more than once. A Promark SX15 Promark SX15, a compact plain paper copier, provides almost all the features of larger models but takes up little space so that you can put it beside the fax machine ,and nobody will know its there, which is ideal for the smaller office. This high quality mac
3、hine produces 30 copies a minute at an average cost of 3.5 pence per copy. There is very little maintenance required on this machine and a service contract is available on request. B EPSON Stylus 820 The EPSON Stylus 820 (with optional colour) and Stylus Color s are perfect for the home or small off
4、ice. They use ESPONs unique EPMACH technology to produce crisp, clear text and superb colour graphics. Both models have a resolution of up to 720360dpi and come with their own user friendly Windows printer driver for easy set-up and use. C Canon PR120 Canon PR120 provides all the facilities a modem
5、office needs. The three paper trays take A3, A4 and B5 paper sizes. There is a high definition reduction and enlargement facility. This is a high quality machine, which produces up to 40 copies a minute at a cost of about 4 pence per copy. There is very little maintenance required on this machine an
6、d a service contract is available on request. D Copyfast-99 This dependable copier has been on the market for three successful years. The Copyfast-99 is equipped with a reduction and enlargement facility and accepts both A3 and A4 plain papers. It can produce 15 high quality copies a minute at an av
7、erage cost of 3 pence per page. There is a built-in service contract to keep your machine running smoothly. We also offer a free one hour training workshop to all customers. 1 You can choose the colour you like. 2 It can Produce wonderful charts or diagrams. 3 Although it is very small, it has got m
8、ultifunctions. 4 It can make things primed larger or smaller; it accepts three kinds of paper. 5 Service contract is a part of the deal. 6 It produces more copies at a minute. 7 If you buy this machine, you can receive one hour training free of charge. 二、 PART TWO 7 Read the article below about the
9、top brands. 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 than once. THE 100 TOP BRANDS It was a tough year to build a brand - or defend one against the corrosive effects of a bear m
10、arket, financial scandals, and shifting consumer priorities. For proof, look no further than the fact that roughly half of the 100 global brands that Interbrand Corp. and Business Week ranked this year fell in value compared with a year ago. In this environment, just holding your own is an accomplis
11、hment. To qualify for our ranking, brands had to have a value greater than $1 billion. They were selected according to two criteria: (8) They also had to have publicly available market and financial data on which to base the valuation. That excluded some big brands, such as Visa International, the B
12、BC, and Mars. How do you place a value on a brand? (9) Business Week selected lnterbrands method because it values brands the same way analysts value other assets: on the basis of how much theyre likely to earn in the future. Those projected profits are then discounted to a present value based on ho
13、w risky the projected earnings are - that is, the likelihood that they will in fact materialize. To start the process, Interbrand first figures out that percentage of overall revenues are accounted for by the power of the brand. (10) Interbrand then deducts a charge for the cost of owning the tangib
14、le assets, on the theory that whatever income is generated beyond that cost is due to intangible factors. This is the economic value added by things like patents, customer lists, and, of course, the brand. (11) For example, are people buying Shell gasoline because of the brand name or because the ga
15、s station is conveniently located? Interbrand uses market research and interviews with industry executives to sift through those variables. The final phase is to analyze the strength of the brand to figure out how risks those future brand earnings are. To calculate the brands strength, Interbrand lo
16、oks at seven factors, including the brands market leadership, its stability and its ability to cross geographical and cultural borders. (12) Business Week and Interbrand believe this figure comes closest to representing the true economic value of that complex array of forces that make up a brand. A
17、The risk analysis produces a discount rate that is applied to the brand earnings to come up with a net present value of the brand. B Some attempts rely on little more than opinion polls or ad spending. C Next, with the help of analysts from J. P. Morgan Chase Co., Interbrand projects net earnings fo
18、r that segment of the business. D In this environment, just holding your own is an accomplishment. E They should be famous and have a good reputation around the world. F The next step is to winnow the earnings generated by the brand from the earnings generated by other intangibles. G They had to be
19、global in nature, deriving 20% or more of sales from outside their home country. 三、 PART THREE 12 Read the article below about exporting 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. PROBLEMS FACING PO
20、TENTIAL EXPORTERS Many firms fail because when they begin exporting they have not researched the target markets or developed an international marketing plan. To be successful, a firm must clearly define goals, objectives and potential problems. Secondly, it must develop a definitive plan to accompli
21、sh its objective, regardless of the problems involved. Unless the firm is fortunate enough to possess a staff with considerable expertise, it may not be able to take this crucial first step without qualified outside guidance. Often top management is not committed enough to overcome the initial diffi
22、culties and financial requirements of exporting. It can often take more time and effort to establish a firm in a foreign market than in the domestic one. Although the early delays and costs involved in exporting may seem difficult to justify when compared to established domestic trade, the exporter
23、should take a more objective view of this process and carefully monitor international marketing efforts through these early difficulties. If a good foundation is laid for export business, the benefits derived should eventually outweigh the investment. Another problem area is in the selection of the
24、foreign distributor. The complications involved in overseas communications and transportation require international distributors to act with greater independence than their domestic counterparts. Also, since a new exporters trademarks and reputation are usually unknown in the foreign market, foreign
25、 customers may buy on the strength of the distributing agents reputation. A firm should therefore conduct a thorough evaluation of the distributors facilities, the personnel handling its account, and the management methods employed. Another common difficulty for the new exporter is the neglect of th
26、e export market once the domestic one booms: too many companies only concentrate on exporting when there is a recession. Others may refuse to modify products to meet the regulations or cultural preferences of other countries. Local safety regulations cannot be ignored by exporters. If necessary modi
27、fications are not made at the factory, the distributor must make them, usually at a greater cost and probably not as satisfactorily. It should also be noted that the resulting smaller profit margin makes the account less attractive. If exporters expect distributing agents to actively promote their a
28、ccounts, they must be trained, and their performance continually monitored. This requires a company marketing executive to be located permanently in the distributors geographical region. It is therefore advisable for new exporters to concentrate their efforts in a few geographical areas until there
29、is sufficient business to support a company representative. The distributor should also be treated on an equal basis with domestic counterparts. For example, special discount offers, sales incentive programmes and special credit terms should be available. Considering a joint-venture or licensing agr
30、eement is another option for new exporters. However, many companies still dismiss international marketing as unviable. There are a number of reasons for this. There may be import restrictions in the target market, the company may lack sufficient financial resources, or its product line may be too li
31、mited. Yet, many products that can compete on a national basis can be successful in the majority of world markets. In general, all that is needed for success is flexibility in using the proper combinations of marketing techniques. 13 In the first paragraph, the writer suggests that firms thinking ab
32、out exporting should （ A） get professional advice. （ B） study international marketing. （ C） identify the most profitable markets. （ D） have different objectives to other exporters. 14 The writer believes that if sufficient preparation is undertaken （ A） initial difficulties can be easily avoided. （
33、B） the costs can be recovered quite quickly. （ C） management will become more committed. （ D） the exporter will be successful in the long term. 15 An exporter should choose a distributor who （ A） has experienced personnel. （ B） has good communication skills. （ C） is welt-established in the target ma
34、rket. （ D） is not financially dependent on the import business. 16 New exporters often make the mistake of ignoring the export market when （ A） distribution costs are too high. （ B） their product is selling well at home. （ C） there is a global economic recession. （ D） distributors cannot make safety
35、 modifications. 17 For a distributor to be successful, the exporter must （ A） focus on one particular region. （ B） finance local advertising campaigns. （ C） give the same support as to domestic agents. （ D） make sure there are sufficient marketing staff locally. 18 In the last paragraph, the writer
36、states that some companies are reluctant to export because （ A） there is little demand for their products. （ B） the importation of certain goods is controlled. （ C） they do not have good marketing techniques. （ D） they are not able to compete with local businesses. 四、 PART FOUR 18 Read the text belo
37、w about product brands. Choose the best word 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 (0). THE ROLE OF BRAND IMAGE Although brand image is not the only rest why certain
38、 products are successful, it is an extremely important part of an overall marketing strategy. In fact, many manufacturers (19) such a high value on their brands that they employ legal experts to (20) them from misuse by imitators and counterfeit traders. In addition, companies (21) employees with ha
39、ndbooks which (22) how their logos should be used - for example the size and colour of graphics and suitable ways of displaying the product. Originally the brand was little more than a graphic that helped people to (23) a particular product, but as advertising developed, it grew in (24) As the famou
40、s brands became (25) with quality in the minds of consumers, manufacturers found they could (26) top prices for these products in order to recover some of the heavy (27) of advertising. As firms realised their potential value, brands quickly became registered trade marks. Today, branding is widespre
41、ad and is used to sell both products and services. Most companies (28) to achieve multiple appeal with their brands. This means that the brand appeals to people of different age groups and lifestyles. The problem for the brand manufacturer is how to keep old customers and at the same time to (29) ne
42、w ones. A powerful brand is good for sales, but first this has to be (30) and then maintained through a continuous (31) of image design and advertising. If multiple appeal (32) then regular evaluation of the brand will show this and should (33) in the product being redesigned or the advertising bein
43、g changed. （ A） present （ B） place （ C） settle （ D） rest （ A） avoid （ B） control （ C） support （ D） protect （ A） provide （ B） give （ C） deliver （ D） arrange （ A） appoint （ B） specify （ C） assign （ D） prefer （ A） relate （ B） realise （ C） identify （ D） connect （ A） advantage （ B） concern （ C） benefit （
44、 D） importance （ A） extended （ B） associated （ C） fixed （ D） attached （ A） charge （ B） instruct （ C） order （ D） bill （ A） payments （ B） costs （ C） amounts （ D） earnings （ A） pursue （ B） guide （ C） aim （ D） direct （ A） join （ B） earn （ C） bring （ D） attract （ A） thought （ B） created （ C） supposed （ D
45、） caused （ A） method （ B） performance （ C） attempt （ D） process （ A） fails （ B） defeats （ C） breaks （ D） loses （ A） produce （ B） lead （ C） result （ D） act 五、 PART FIVE 33 Read the text below about customer loyalty. In most of the lines 34-45, there is one extra word. It is either grammatically incor
46、rect 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 in the line, write the extra word in CAPITAL LETTERS on your Answer Sheet. Increasing Customer Loyalty Customers are not revolutio
47、naries. They are attracted to the certainty of knowing that what they buy it will be good value for money or will perform a particular task effectively. 34. They are cautious but their loyalty, without once achieved, is the key to business success. 35. Brands can help to create customer loyalty by p
48、roviding us a signpost to certainty and 36. safety. Ideally, when a customer sees a product, it leads to a range of positive thoughts 37. so that the product is bought. Unfortunately, only a small number of products have 38. reached to this level. While everyone in business is aware of the need to a
49、ttract and 39. retain customers, that they often overlook the second, more important, half of the 40. equation. In the excitement of beating against the competition and securing orders, 41. managers often fail to ensure that the customer remains a customer. It has been 42. estimated that since the average company loses between 10 and 30% of its customers 43. every year and this only recently have organisations started to wake up to these lost 44. opportunities and to calculate the financial implications. Established customers o
