1、BEC商务英语（高级）阅读模拟试卷 2及答案与解析 一、 PART ONE 0 Look at the statements below and at the five extracts from an article about recruitment sector and recruitment communications market. Which article (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
2、 your Answer Sheet. You will need to use some of these letters more than once. A Creativity in recruitment has always enjoyed something of a mixed reputation. Until recently the recruitment sector was traditionally seen as the Cinderella of the advertising industry for many creatives, at best a step
3、ping stone to a proper career in consumer advertising. Yet there is plenty to suggest that this view is beginning to change significantly. As the recruitment communications market becomes more sophisticated, the opportunities for creative innovation multiply accordingly. Recruitment has, for example
4、, been quicker to exploit the creative potential of the Internet than many other advertising sectors. B On the subject of how the multi-channel environment has affected the creative challenge, there was a strong consensus that todays broad range of media options provides the opportunity to create in
5、novative work. Rice says that creative concepts and strategies need to be much more adaptable to work in different ways with different media, while Haskayne believes that the past would have involved a simple press campaign now offers a range of different elements to play with and thus more opportun
6、ities to do something special. For Davies, the key is to think in the right channels, rather than only to take a concept and plonk it on a banner or a website. C One of the trends evident in recruitment communications today is the evolving relationship between press advertising and online content. P
7、ress ads are increasingly being used to create impact rather than to carry self-contained recruitment messages, with potential respondents being directed to the web for hard information about jobs, requirements and applications. An inevitable consequence of this new relationship is that the focus ha
8、s shifted from selling specific jobs to marketing generic career opportunities-hence the continued rise of the employer brand. D How important is branding to todays recruiters? Very, say the creative professionals. Rice says that in sectors such as retail and hospitality, employers often differ litt
9、le in terms of salaries, benefits and opportunities, not to mention a shortage of good candidates. In these circumstances, an employers culture is the only true differentiator which is why it is vital to get the brand message right. Dobinson stresses the value of branding to major clients in ensurin
10、g their recruitment messages are consistent and that theyre getting the most from their investment. E Its important for any agency to be seen to be producing award-winning work, but stresses that the awards themselves need to be credible They have an essential role in setting standards for the indus
11、try to aim for, by highlighting best practice and promoting debate about what constitutes good recruitment advertising and communication. But recruitment industry awards have tended to suffer because the judging has frequently been called into question which is presumably why our creative profession
12、als feel that creative peers would play a bigger role in the judging process. 1 More media advertising options have more impact on the creative challenge. 2 The relationship of two types of media advertising begins to change. 3 Recruitment is faster than other advertising sectors in terms of exploit
13、ing creative potential. 4 It should be paid attention that it is not good to simply apply a concept for a website without any deep idea. 5 The recruitment industry awards need to be improved. 6 It can be recognized that employer branding is growing in importance. 7 Little creativity was seen in recr
14、uitment before. 8 More working opportunities are provided because of the new relationship between press advertising and online one. 二、 PART TWO 8 How to approach Reading Test Part Two In this part of the Reading Test you read a text with gaps in it, and choose the best sentence to fill each gap from
15、 a set of eight sentences. First read the text for overall meaning, then go back and look for the best sentence for each gap. Make sure the sentence fits both the meaning and the grammar of the text around the gap. Read the text on the opposite page from an article about how a company reduced its tr
16、ansport costs. Choose the best sentence from below 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. Route to big delivery savings There are few areas left within the worlds largest businesses where one close look can d
17、eliver instant savings of 1 per cent of sales. For Rhodia, the chemicals arm of French conglomerate Rh6ne-Poulenc, scrutiny of the companys transport costs in the UK led to just such savings. Management consultants A.T. Kearney were commissioned to review the companys operations. They scoured order
18、books, invoices and transport logs at the companys fourteen UK sites. some transport they could not account for at all Surprising as it may seem, there were simply no records. A.T. Kearneys initial survey found that transport accounted for 10 per cent of the companys traceable spending in the UK, an
19、d that during a 12-month period, 235 different hauliers had moved products for the company. The company were also running a 30-strong fleet of their own. (9) In a more positive light, though, they meant that the opportunity to improve was huge. Transport buying was being dictated by the backgrounds
20、of the buyers, rather than rational criteria. (10) Instead, they were typically former drivers or site workers who bought transport from a network of contacts built up over many years. Even where buyers were seeking tile cheapest transport, their task was complicated by numerous different tariffs fo
21、r different measures. For A.T. Kearney, the solution lay in a comprehensive, standardised tendering process. During the following weeks, all the companys existing suppliers, Rhodias own fleet, and others were invited to tender for business. (11) Modelling of these responses began: what if this part
22、of the business was given to X, and this part to Y - what does it do to costs? Rhodia then went back to the most promising applicants and offered them deals for packages of business. (12) In this way the company ensured that they got the best possible arrangement. Inevitably, this process favoured l
23、arge suppliers. (13) For example, a driver with his own lorry, who had been transporting goods for the company for years, submitted a tender. A sub- contracting arrangement was made for him with one of the final suppliers. Today, Rhodia have five main hauliers, who account for 90 per cent of the com
24、panys transport spending. All rates are standardised: the whole system is a very simple one. But perhaps the most extraordinary outcome from this monumental number-crunching exercise was the bottom line impact. (14) The new set-up has delivered savings of more than 25 per cent. And the company is co
25、nfident of achieving even more savings. A Before the review, transport was eating up 3 per cent of the companys UK sales revenue. B Nevertheless, the situation was not helped by the fragmented nature of the haulage industry. C More than 60 did so, and their quotes were then analysed. D Among the ter
26、ms they included in these contracts were requirements for improvements in costs, flexibility and reliability. E None had come into logistics as part of a management career. F But hauliers at the other end of the scale were not automatically excluded. G These results horrified the company, as they we
27、re far worse than had been anticipated. H Some transport they could not account for at all. 三、 PART THREE 14 How to approach Reading Test Part Three In this part of the Reading Test you read a longer text and answer six questions. First read the questions, Try to get an idea of what the text will be
28、 about. Then read the text for general understanding, Then read the text and questions more carefully, choosing the best answer to each question. Do not choose an answer just because you can see the same words in the text. Read the article on the opposite page about innovation in business and the qu
29、estions below. For each question 15 - 20, mark one letter (A, B, C or D) on your Answer Sheet for the answer you choose. Not long ago innovation was The Big Idea in marketing circles. Now, however, its hard to see the benefits of this rush to innovate. Indeed if anything, companies seem to be drawin
30、g back from innovation, not charging ahead. But just a few years ago many companies were combining a commitment to create entirely new product categories through innovative technologies - working to hugely ambitious growth targets -with a root-and-branch organisational overhaul designed to free up c
31、reativity and speed new product roll-outs. The result was that as resources were shifted away from core businesses, sales and profits faltered, share prices slumped and CEOs were ousted. Now the mantra is a more conservative focus on the top brands, the top retail customers and the top markets. Its
32、being rewarded in many cases by healthier share prices. This sustained effort to cut long tails of smaller brands and focus marketing resource on existing leaders seems to be paying off. So were we wrong to pinpoint innovation as key to tong-term market success? Surely not. But we might have underes
33、timated the enormous complexity of this beast. The term innovation may be simple enough but it spans a vast landscape, including the type and degree of innovation, marketing purpose, management process and market circumstance - not all of which are well understood. Take type of innovation. Are we ta
34、lking about new products only? Or new processes, new channels, underlying technologies, organisational structures and business models? When should the innovation involve a new brand? Or take degree. Are we aiming for blue-sky inventions that will transform markets and create new categories? Or margi
35、nal tweaks in, say, formulation or packaging that give us an excuse to advertise something New! Improved!? Likewise, is the marketing purpose of the project to steal a march on competitors and drive incremental growth, or to update an obsolete product line and play catch-up to competitors? As one bu
36、siness news editorial complained, innovation is often just simple proliferation of similar products. Then theres process. What is the best way to manage this particular innovation? Is it to employ creative revolutionaries and set them free, or is disciplined risk management, requiring the careful te
37、sting and sifting of options to pick winners, a better approach? In larger organisations, has, senior management really made time spent in cross4unctional teams a recognised element of successful career paths? What time frames (eg payback periods) and degrees of risk is senior management comfortable
38、 with? And does the organisation have a culture that fits the chosen approach? Does it celebrate failure, for example, or is it actually a risk-averse blame culture (despite what the CEO says in the annual report)? Successful innovation requires clearing two hurdles. First, it needs the right projec
39、t with the right degree of innovation to fit with the right marketing purpose, the right innovation process, corporate culture and market circumstance. Second, it needs senior managers that understand the interplay between these different factors, so that rather than coming together simply by chance
40、, they are deliberately brought together in different ways to meet different circumstances. Clearing Hurdle Two can happen by accident. Clearing Hurdle One requires real skill We can all point to admirable, inspiring innovations. But how many companies can we point to and say, these people have mast
41、ered the art of innovation? Brilliant innovations are a wonderful thing, Expert innovation management is even better and much rarer. 15 According to the first paragraph, a few years ago companies （ A） trusted in technology to improve existing products. （ B） chose to focus heavily on marketing activi
42、ties. （ C） expected that growth would increase steadily, （ D） believed they needed to produce new goods. 16 What problem is indicated in the second paragraph? （ A） Insufficient attention to brand identity damages company profits. （ B） A lack of product diversity reduces a companys appeal. （ C） Busin
43、ess leaders are not attracted to slow-performing companies. （ D） Slow reactions to business trends reduce investors interest. 17 According to the third paragraph, it would be a mistake to （ A） rely on future benefits in business planning. （ B） deny the benefits of pursuing innovation. （ C） neglect t
44、he importance of strategic issues. （ D） predict the outcomes of innovations. 18 According to the fourth paragraph, companies should ensure that （ A） their approach to risk management is fully new. （ B） the progress of an innovation is as speedy as possible. （ C） their new products are radically diff
45、erent from competitors. （ D） the benefits of participating in teamwork are fully acknowledged. 19 What is suggested in the fifth paragraph? （ A） The steps involved in innovation must be tackled in sequence. （ B） Market forces should be a companys primary consideration, （ C） The types of innovation s
46、ought must be appropriate to a company （ D） Elements of chance should be assumed in decision-making. 20 Doubt is expressed in the final paragraph as to whether （ A） most businesses realise the conditions required for innovation. （ B） businesses should trust in benefits which they did not predict. （
47、C） the majority of businesses are able to innovate successfully （ D） businesses should expect individual staff to generate ideas. 四、 PART FOUR 20 How to approach Reading Test Part Four This part of the Reading Test tests your vocabulary Read the whole text quickly to find out what it is about. As yo
48、u read, try to predict the words that might fill the gaps. Look at the four possible answers for each gap and cross out any obviously incorrect words. Then read both before and after each gap to decide which word should go in it. The word needs to fit both the meaning and the grammar After completin
49、g all the gaps, read the whole text again to check your answers. Read the article on the opposite page about an accountancy franchise. Choose the best word from below to fill each gap. For each question 21 - 30, mark one letter (A, B, C or D) on your Answer Sheet. Asuccessful network of accountancy franchisees TAXASSIST DIRECT is an accountancy franchise which probably has more business-minded franchisees than most in the white collar category Already, over 130 business professionals have joined
