1、BEC商务英语（高级）阅读模拟试卷 14及答案与解析 一、 PART ONE 0 Look at the statements below and at the five extracts from a newspaper article on the opposite page about people who have set up their own internet companies. Which extract (A, B, C, D or E) does each statement 1-8 refer to? For each statement (1-8), mark one
2、 letter (A, B, C, D or E) on your Answer Sheet. You will need to use some of these letters more than once. A E-GAMES John and Stephanie both wanted a complete career change. Selling childrens games over the internet seemed a foolproof idea, but their biggest challenge was to secure financial backing
3、. First they contacted numerous venture capitalists, but from the response of the few that would even talk to them, they realised they would get nowhere until they had spelt out in detail how they intended to turn their concept into reality. So the next step was to work with a group of start-up cons
4、ultants, to devise a business plan making their expected revenue streams more precise. B SUREK Sue and Dereks plan was to sell clothes over the internet. After a shaky start, leading to serious cash flow problems, which meant they occasionally had little to live on, they realised they would have to
5、advertise much more seriously: on the internet, they used online marketing tools to the full to produce increases in traffic, and combined this with intensive publicity outside the internet. Within six months they had built a large customer database, at which stage it was necessary to begin looking
6、for capital to build the business. C WONDERWEB Two senior advertising executives, frustrated with the pace of change in an industry they felt was failing to take advantage of new media, Sally and Sue were keen to translate their advertising and marketing skills into an online environment. To their s
7、urprise, they found that many websites seemed to have been developed without taking any account of users needs. Sure that the opportunity was ripe for a business with a strong marketing proposition, they started offering marketing services to other small online businesses. D SUPERGIFTS Michael and T
8、ony set up a company to sell up market gifts, such as glassware and porcelain, online. The niche market they have identified is professional and affluent, a group which their research revealed is increasingly internet literate, is looking for exceptional goods at the right price and has high service
9、 expectations. A low-level marketing campaign generated more than 2000 customers, with a high-value average order. The entire system from web order to delivery is proving to be highly successful, with all orders being fulfilled within the advertised five days without any returns or breakages. E ABBI
10、ES The first phases of the companys growth have been funded through a mix of personal investment, foregone salaries and bank overdraft. The next phase will be crucial. Their biggest challenge will be to distinguish themselves from a plethora of competitive sites, most of which are spending far more
11、than they are. To stand out from the crowd, Paul and Abbie are working to target and reach their audience better, and generate higher sales, but of necessity without increasing their budget. The companys total marketing vision will be the key to success. 1 These people have not paid themselves out o
12、f their companys income so far. 2 These people had knowledge which they wanted to exploit in a different type of company. 3 These peoples initial efforts to obtain start-up funding were unsuccessful. 4 These people have developed a very effective process for handling sales. 5 These people devised a
13、mixed media approach to advertising. 6 These people felt that they could improve companies focus on customers. 7 These people intend to make their marketing more cost-effective. 8 These people are targeting a relatively small number of discerning clients. 二、 PART TWO 8 Read this text taken from an a
14、rticle on customers complaints. Choose the best sentence from the opposite page to fill each of the gaps. For each gap 9-14, mark one letter (A-H) on your Answer Sheet. Do not use any letter more than once. How to Handle Customers Complaints . Complainers can damage a company faster than you can say
15、 “Im sorry.“ But the companies with savvy are turning them into loyal buyers. Fred Jerome survived a frequent flyers nightmare. Boarding at 9:30 Pan Am shuttle in New York one morning, he expected to arrive in Boston in plenty of time for an afternoon of business meetings. However Logan Airport was
16、blanketed in fog and the pi- lot circled for two hours before landing in Hartford Connecticut, to refuel. “No one may leave the plane“ the pilot announced, frustrating passengers who wished to switch to a rental car or use a telephone. When he then said he was returning to La Guardia Airport some pa
17、ssengers protested in fury. He relented and finally landed in Boston about 4pm. Jerome caught a flight home and arrived in New York at 6.30. His day was ruined and he was exhausted and angry. What should the company do for angry customers? to those who have tackled the issue almost anything it can.
18、(9) Simply listening to complaints boosts brand loyalty that is, a customers tendency to buy again. “The key is getting customers to complain to the company rather than just to their friends“, says John Goodman president of a consulting firm that has been studying corporate complainers for over a de
19、cade. (10) The average return for makers of consumer durables like washing machines and refrigerators is 100%. In other words, if manufacturers spend $1 million on handling complaints, they get $2 million in benefits. For banks it is as much as 170%. The payoff can be even higher in retailing where
20、top quality service is essential for keeping customers. Maryanne Rasmussen, vice president in charge of world-wide quality at American Express says, “The formula I use is Better com- plaint handling equals higher customer satisfaction equals higher brand loyalty equals higher profitability.“ The gro
21、wing evidence that customer happiness affects the Profits and Loss report is one reason that firms like Coca-Cola and British Airways have invested billions of dollars to improve complaint handling. (11) Pan Ams response to Fred Jerome was a case study of how not to handle complaints, At the end of
22、Jeromes 9 hour ordeal, a Pan Am steward advised him to complain to the customer service unit at the airlines New York Headquarters. Jerome went to the headquarters only to be told that Pan Ams LaGuardia Airport office handles complaints about the shuttle service. (12) He finally reached a representa
23、tive who told him coldly, We are not responsible for delays caused by the weather. Jerome expressed his frustration by writing a column for the New York Times. (13) John Siefert, a vice. president of the Eastern Air Lines shuttle, sent Jerome a sympathetic letter of. fering him a free flight. Jerome
24、 declined. I would have been happy with an apology from Pan Am he says. Pan Am Says it wrote to Jerome. He says he still has not heard from the airline and now will fly the Pan Am shuttle only as a last resort. (14) 80% of complaints are from travelers who are dissatisfied with the airlines response
25、s to problems. Interestingly the three airlines including Pan Am, and Eastern which lest the most money last year also attract the most consumer complaints. Far fewer complaints come from fliers on the healthiest US airlines. Dan Smith director of consumer affairs at the International Airline Passen
26、gers Association in Dallas, says these carriers satisfy unhappy clients by always giving a full explanation if they can t comply with a request for action. A What should the company do for angry customers? B Studies show customers tell twice as many people about bad experience as good ones, so compl
27、ainers who are left unhappy can ruin a companys image. C Customers seem to appreciate companies more if top managers hear their complaints. D some 20 letters and calls from other annoyed air travelers. E The person he tried to contact at the airport was not there, and omitted to reply to a message J
28、erome left. F The firm used dozens of business factors to calculate the return on investment involved in a company establishing service units that handle complaints and inquiries. G In the airline industry, the correlation between customer contentment and profitability is strong. H Programs include
29、intensive staff training, liberal refund policies and ways of helping customers make complaints to the company like free phone calls. 三、 PART THREE 14 Read the following article about advertising. For each question 15- 20,mark one letter (A, B, C or D)on your Answer Sheet for the answer you Advertis
30、ing The primary function of advertising is to communicate marketing objectives to selected target audience. It is used to accomplish a number of tasks, using different media vehicles, reaching diverse audience, and gaining interest with a number of creative approaches. However, despite the seemingly
31、 endless channels for utilizing advertising, it is basically a marketing communication too. When we examine an- successful advertising campaigns, we often find that advertising was used to accomplish inappropriate tasks. Successful advertising must be oriented to specific objectives. Before we can d
32、etermine advertising objectives, it is advisable to distinguish between marketing and advertising goals. Effective advertising is an extension of the basic marketing plans and is derived from it. However, advertising goals are not the same as marketing goals. The marketing staff sets the marketing g
33、oals or objectives. The marketing department decides how to allocate resources to various tasks, including advertising. It also determines how these resources will be distributed to specific target markets and what sales objective can be expected over time and geography. Examples of marketing object
34、ives are 1. Attaining a market share increase from 2 percent of industry sales to 4 percent within 18 months. 2. Increasing distribution by number of retail outlets and/or geographical regions: If a product is currently available to 50% of the population or can be found in 50% of retail outlets, a m
35、arketing goal might be set to increase this figure to 60 percent by the end of the year. 3. Increasing total sales. Coals troy ha set in either number or units sold or traits sold ca: dollar volume of sales. Advertising goals are communication objectives designed to reach the target audience with th
36、e appropriate message. Ad goals are based on marketing objectives, but they are not the same as marketing goals. Advertising objectives might include 1. Increasing brand awareness from 20 percent to 30 percent among 18-to-34-year-old women within one year. 2. Increasing recall of brand advertising b
37、y 10 percent in the next three months. 3. Increasing favorable product attitudes by 10 percent in the next year. Note that advertising goals are based on improving communication and consumer attitudes toward a product. It is interesting to note that a survey indicated that a majority of companies wa
38、nted to measure advertising success based on sales. Obviously, even sophisticated corporations often confuse marketing and advertising goals. Advertising is the communication arm of the marketing process. It is a method of delivering a message from a sponsor, through a formal communication channel,
39、to a desired audience. Advertising has many roles. It is designed to dispose a person to buy a product, to change minds, or even to advocate leas con- starting (“demarketing“). It may be used to help elect a candidate, raise money for charity, or support a cause. Must advertising, however, is for th
40、e marketing of goods and services. Advertising is also part of the everyday culture of virtually every American. It is estimated that the average person sees or hears as many as 1,200 ads and commercials each day. Advertising is part of the social, cultural, and business environment, it mirrors this
41、 environment and also brings about subtle changes in the behavior of the public that uses it. It is no wonder that advertising is one of the most scrutinized of all business enterprises. Today, advertising is functioning in a changing economic and social climate. Advertisers are viewed in many ways
42、by the publics they serve, Manufacturers are asking for more tangible evidence of advertisings role in the selling process, and the media are constantly seeking higher advertising rates to cover spiraling expenses. At the same time, the audiences that advertisers seek are becoming even more fragment
43、ed. Consumers, despite their seeming fascination with advertisings creative process, tend to ha- come more cynical and disbelieving about its claims. 15 According to the text, success or failure of advertising is judged by （ A） the number of products sold. （ B） increase of a products market share. （
44、 C） the improvement of communication and consumers attitude toward products. （ D） increase of retail outlets. 16 From the passage we see that the major function of advertising is to （ A） use different media vehicles to popularize products. （ B） help marketing realize its objectives. （ C） arouse cons
45、umers interest in products. （ D） reach different customers. 17 The relationship between marketing and advertising goals is that （ A） the former is based on the latter. （ B） the latter has nothing to do with the former. （ C） the former can easily replace the latter. （ D） the latter is based on but no
46、t the sane as the former. 18 Today, owing to changing economic and social conditions, people tend to （ A） become more interested in advertising. （ B） ignore advertisements. （ C） share the same view toward advertising. （ D） develop different opinions toward advertising. 19 From the passage, we can in
47、fer that the job of advertising is becoming （ A） easier. （ B） tougher. （ C） more popular. （ D） well esteemed. 20 Based on the text, which of the following statements is true? （ A） Advertisements form part of a nations culture. （ B） Advertising is legalized lying. （ C） Promise, large promise, is the
48、soul of an advertisement. （ D） Advertising has put an end to the power of the most powerful adjective. 四、 PART FOUR 20 Read the text about business-school. Choose the best word from below to fill each gap. For each question 21 30, mark one letter (A, B, C or D). Hurtling as we are towards the new mi
49、llennium, with all the social changes this iconic date implies, it is increasingly apparent (21) the world of business is experiencing fundamental shifts. Today, both companies and schools are increasingly aware that business is a human activity; its ultimately (22) and about people. In future, employers will (23) doubt demand more rounded individuals to run their operations, which naturally creates a question for the next generation of students, “Is the classic MBA still the model and obligatory passage toward that ideal career?“ The Maste
