1、BEC商务英语（高级）阅读模拟试卷 27及答案与解析 一、 PART ONE 0 Look at the statements below and the 5 passages about the European Monetary System. Which passage (A, B, C, D or E) does each statement 1-8 refer to? For each statement 1-8, mark one letter (A, B, C, D or E) on your Answer Sheet. You will need to use some of
2、these letters more than once. A The European Monetary System (EMS) has, since its inception in 1979, provided a fascinating example of policy coordination in practice. As concern about exchange-rate instability and global economic imbalances has grown, both academic researchers and policymakers have
3、 looked to the EMS for lessons about cooperation on a wider scale. European Monetary System, arrangement by which most nations of the European Union (EU) linked their currencies to prevent large fluctuations relative to one another, was organized in 1979. to stabilize foreign exchange and counter in
4、flation among members. B Periodic adjustments raised the values of strong currencies and lowered those of weaker ones, but after 1986 changes in national interest rates were used to keep the currencies within a narrow range. In the early 1990s the European Monetary System was strained by the differi
5、ng economic policies and conditions of its members, especially the reunified Germany, and Britain permanently withdrew from the system. In 1994 the European Monetary Institute was created as transitional step in establishing the European Central Bank (ECB) and a common currency. C The ECB, which was
6、 established in 1998, is responsible for setting a single monetary policy and interest rate for the adopting nations, in conjunction with their national central banks. Later in 1998, Austria, Belgium, Finland, France, Germany, Ireland, Italy, Luxembourg, the Netherlands, Portugal, and Spain cut thei
7、r interest rates to a nearly uniformly low level in an effort to promote growth and to prepare the way for a unified currency. At the beginning of 1999, the same EU members adopted a single currency, the euro, for foreign exchange and electronic payments. D The introduction of the euro (worth about
8、$1.17 at its inception) four decades after the beginnings of the European Union was widely regarded as a major step toward European political unity. By creating a common economic policy, the nations acted to put a damper on excessive public spending, reduce debt, and make a strong attempt at taming
9、inflation. The European Currency Unit (ECU), which was established in 1979, was the forerunner of the euro. Derived from a basket of varying amounts of the currencies of the EU nations, the ECU was a unit of accounting used to determine exchange rates among the national currencies. E Of the European
10、 Union members not adopting the euro (Denmark, Great Britain, and Sweden), perhaps the most notable is Britain, which continues to regard itself as more or less separate from Europe. Nonetheless, British Prime Minister Tony Blair announced plans to consider adopting the euro sometime in 2002-5. In a
11、ll three nations there was strong public anxiety that dropping their respective national currencies would give up too much independence. Euro coins and notes were introduced into circulation in January, 2002, and local currencies were removed from circulation by July of that year. 1 Some member nati
12、ons specific strategy in economy made the System under pressure. 2 Scholars and the government officials turned to the System for the purpose of seeking support of one another. 3 The UK may start to use the common currency of the EU in the following years. 4 The currencies of the countries of the Eu
13、roland were phasing out in 200 5 EMI had been born before the ECB came into being. 6 The common currency of the Euroland suggests that the EU is on the way to become a political integrity. 7 The EMS was created in order to restrain the currencies of the adopting nations from being unstable. 8 ECU pr
14、epared the way for the common currency of the adopting countries. 二、 PART TWO 8 Read this text about trademarks. Choose the best sentence from the sentences that follow 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. What
15、 Is a Trademark? There are several types of company and product identifications. The trademark, also called a brand name, is the name by which people can speak of the product. Very often a trademark will include some pictorial or design element. If it does, the combination is called a logotype (or s
16、imply a logo). Trademarks are proper terms that identify the products and services of a business and distinguish them from products and services of others. Specially, a trademark is a word, design, or combination used by a company to identify its brand and to distinguish it from others, and it may b
17、e registered and protected by law. (9) . Trademarks can also be termed service marks when used to identify a service. In general, a trademark for goods appears on the product or its packaging, and a service mark is used in advertising to identify the services. The logo design is an extremely importa
18、nt element in the successful marketing of a product. It is difficult to sell a product until a reasonable level of name recognition is achieved among the consumers. (10) . Most designers attempt to forge a compatible relationship among the package design, logo, and advertising for the product. A str
19、ong logo on the package and in product advertising creates an environment of recognition. Clearly, the most successful packages are those that combine an intriguing design scheme with a provocative logotype. (11) . After all, when pushing a shopping cart down a supermarket aisle, the consumers first
20、 images will be recognizable brand names. Trademarks should not be confused with trade names, which are corporate or business names. General Motors, for example, is the trade name of a company making automobiles whose trademark (not trade name) is Buick. The terms trademark and trade name are often
21、confused. (12) . Trade names can be used in the possessive form and do not require a generic form. Many companies, however, use their trade names as trademarks. For example, Reebok International Ltd. is the corporate name, and Reebok may be used as a trade name, as “Reeboks newest line of athletic s
22、hoes is for children. “ (13) . Some personal names (as with product names) may sound the same but may have different spellings-Sherry, Sherri, or even Cheri. Or they may simply be very familiar names-Jennifer, Jane, Susan, Emily-or dearly distinctive, like Ruhanna. Yet, distinctive may appear diffic
23、ult to read or pronounce. (14) . They want names that can easily become familiar to consumers, yet be easy to read and pronounce and be memorable. A. What we mean is a logo that is distinctive enough if it is extracted from the package will still project the visual personality of the product. B. Tra
24、de names are proper nouns. C. In fact, the creation of a logo is so important that a number of firms have been established whose primary function is the design of logos, packages, and corporate identity. D. General Electric has a simple procedure for developing trademarks for its brands. E. Companie
25、s and products have a similar problem. F. Reebok also is used as a trademark: “Are you wearing Reebok athletic shoes or another brand?“ G. Trademark formats can include letters, numbers, slogans, geometric shapes, pictures, labels, colour combinations, product and container shapes, vehicles, clothin
26、g, and even sound. 三、 PART THREE 14 Read the following extract from an article about customer relations and the questions that follow. For each Question 15-20, mark one letter (A, B, C or D) on your Answer Sheet for the answer you choose. Customer relations describes the resources of a company be it
27、 a store, manufacturer, or service industry that are devoted to discerning and then serving the needs of customers. In earlier times, this was known as the complaint department, the part of the operation that dealt with negative customer comments, returns, and other concerns. Renaming this function
28、customer relations is more than a word game. It reflects the proactive nature of the department in modern industry and retailing. Customer service extends beyond sales and advertising to ensure that the company understands its customer base and what its customers really want. Customer relations work
29、s within the business to direct the quality of the product or service, its delivery, and advertising strategy to meet that need. This part of a business operation responds to customer inquiries and complaints and resolves problems so as not to lose customers; at the same time, customer relations wor
30、ks with the marketing department to attract new customers. The short answer to why so much attention should be paid to customer needs and dissatisfied customers is that such attention has been found to support long-term success. Some of the earliest such endeavors began with concern over product rep
31、utation as far back as the early days of the Industrial Revolution in the 1890s. Placing ones name on a product was considered to be a bond of tie between the customer and the merchant and/or the manufacturers. Over the years, many firms developed a policy of “the customer is always right,“ finding
32、that it was more profitable to take a small loss and keep a customer than to argue with customers about alleged defective products or problems that occurred with staff. Firms developed complaint departments to deal with customers who had bad experiences with products or services. As consumer conscio
33、usness grew in the late twentieth century the focus of the industry shifted from dealing with dissatisfied customers as they complained, to a more active approach of reaching out to discover why the complaint was made, to ensure that the dissatisfied customers remain customers, and to study each cas
34、e and improve the product or service and the way in which it was delivered to customers. In the 1960s the complaint department began to be known as the customer relations department. Customer relations departments still take on complaints. The advent of toll-free numbers makes it easier for people t
35、o register complaints and praise. Customers who phone in praise for or complaints about a product are often offered free coupons and recipes for that product. Studies of the customer relations movement show that the shift to an aggressive policy of customer study is more than “nice“, it is profitabl
36、e for business. Resources expended in the customer service area are more than offset by savings from customers not lost. Goodwill toward all customers reaps tangible rewards in the form of increased profits for business. In a study of service industries, Ron Zemke cited two studies by Technical Assi
37、stance Research Institute (TARP) in Washington D. C. , on consumer complaints. TARP found that one in four customers was upset enough about a product or service or both to seek an alternative business for that product or service. Of those unhappy customers, however, only five percent had bothered to
38、 complain. The other 95 percent just voted with their cash by switching. To reduce the loss of customers in the future, customer relations tries to analyze the five percent who complained in order to understand the ninety-five percent who did not complain yet were unhappy. Customer relations must an
39、ticipate the needs of each individual customer, up and down the social scale, across the racial and cultural lines that make up the American melting pot. Zemke and others offer many strategies for building a good customer relations department. The best strategies involve learning as much as possible
40、 about the customer base and training staff well as to what the customers want and the way they want it. Zemke and others show that a company with excellent service toward customers is one that understands the tie between employee relations and customer relations. A well-trained satisfied employee i
41、s better able to satisfy the needs of the customer. 15 In earlier times there was the complaint department that _ . （ A） deals with positive customer comments, returns and other concerns （ B） plays a word game with the customers who had bad experiences with products or services （ C） handles customer
42、s who were not satisfied with products or services （ D） directs the quality of the product or service, its delivery and advertising strategy 16 We can learn from the passage that the goal of the customer relations department is _ . （ A） to respond to customer inquiries and complaints （ B） to keep ol
43、d customers and attract new ones （ C） to solve problems that customers have （ D） to analyze the quality of the product or service 17 Over the years, many companies developed a policy of “the customer is always right“ finding that _ . （ A） it was more profitable to argue with customers about alleged
44、defective products （ B） to keep a customer at the expense of a big loss was worthwhile （ C） it was worth arguing with customers to defend the product or service （ D） to keep a customer at a small loss could bring more profit to the company 18 According to the passage, the complaint department was re
45、named the customer relations department _ . （ A） in the 1960s （ B） in the 1990s （ C） in the 1890s （ D） in the 1970s 19 We can infer from the passage that _ . （ A） companies invest a lot of resources in the customer service area but get less profits in return （ B） those companies that set up customer
46、 service section can save a lot of resources and go a long way （ C） offering good customer service is worthwhile as customers kept can bring more profits to the company （ D） goodwill towards all customers can get awards in the business competition for the company 20 The studies conducted by TARP on
47、consumer complaints found that 95 percent of the unhappy customers _ . （ A） phoned to complain about a product or service or both （ B） turned to buy products from other companies （ C） voted against the company from which they had bought defective products （ D） were annoyed enough to make complaints
48、but continued to buy the product 四、 PART FOUR 20 Read the article below about the World Trade Organization. Choose the best word to fill each gap from A, B, C, or D. For each Question 21-30, mark one letter (A, B, C or D) on your Answer Sheet. The World Trade Organization (WTO) was established in Ge
49、neva on 14 December 1993, as the guardian of a series of rules based on trade. The WTO is a dynamic (21) for ensuring that these trade rules and their effectiveness can well keep up with the (22) of the world economic development. Up till now, the WTO has 132 members with another 31 in the (23) of accession. Of the 132 members, 98 are developing countries, including 27 nations defined as the least developed countries. Countries that have signed are expected to abide (24) the WTO rules as well as its rulings. These developing coun
