1、BEC商务英语（高级）阅读模拟试卷 52及答案与解析 一、 PART ONE 0 A In terms of efficiency, not size, the advertising industry is only now starting to grow out of its century-long infancy, which might be called “the Wanamaker era“ . It was John Wanamaker, a devoutly Christian merchant from Philadelphia, who in the 1870s not
2、 only invented department stores and price tags(to eliminate haggling, since everybody should be equal before God and price), but also became the first modern advertiser when he bought space in newspapers to promote his stores. He went about it in a Christian way, neither advertising on Sundays nor
3、fibbing(thus minting the concept of “truth in advertising“ ). B The website is readily available to any consumer with a computer, and in this day and age, includes the majority of consumers throughout the world. There are no additional costs in reaching the expanded global markets. Since the Interne
4、t advertising extends to the global audience anytime, the chances of potential customers are more and hence the profit margin is also on the higher side. The bottom line is that the advantages of Internet advertising is much more than that of its traditional print forerunner, in lessened costs, avai
5、lability, expanded consumer markets, and largely in the overall profit margin. C The best way to distinguish between advertising and marketing is to think of marketing as a pie, inside that pie you have slices of advertising, market research, media planning, public relations, product pricing, distri
6、bution, customer support, sales strategy, and community involvement. Advertising only equals one piece of the pie in the strategy. All of these elements must not only work independently but also work together towards the bigger goal. Marketing is a process that takes time and can involve hours of re
7、search for a marketing plan to be effective. Think of marketing as everything that an organisation does to facilitate an exchange between the company and consumers. D The advantages of print media enable you to send in the copy and have it displayed on the section you want within a few days. If it i
8、s a classified ad, this can be just 48 hours. The beauty of print media advertising is that you can be as creative as you wish, as long as you follow the guidelines set out by the newspaper. This will usually exclude nudity and strong sexual references in the copy and publishers will usually adhere
9、to advertising standards legislation. E You write ads, based on relevant keywords for your business these are displayed on search results pages and websites within that network. If someone types in a keyword/phrase relevant to your business and that matches your advert criteria, your ad will then sh
10、ow on the page. If someone clicks on your ad, you will be charged a fee based on the cost per click value you set for that advert. Therefore, it is important to make the advert clear, so to avoid wasted clicks from people who misunderstood your message. 1 In pay per click, the advertisers pay their
11、host only when their ad is clicked. 2 Advertising is certainly part of marketing. 3 The traditional print advertising is more expensive and less reachable than internet advertising. 4 Print media will still have a strong foothold amongst readers. 5 Advertising online is not limited by geography or t
12、ime. 6 Wanamaker refused to advertise on Sundays because he was a practicing Christian. 7 You should make your advert precise to avoid extra money cost. 8 The pricing of products will have a direct effect on your business. 二、 PART TWO 8 New York Stock Exchange The New York Stock Exchange(NYSE)is the
13、 largest stock market in the world and also the oldest financial market in the United States where billions of dollars worth of stock change hands each day. The exchange evolved from a meeting where 24 brokers and merchants signed the historic “Buttonwood Agreement“ to trade a handful of securities
14、on what is now Wall Street in New York City in 1792. It was formally constituted as the New York Stock and Exchange Board in 1817. The present name was adopted in 1863. Today, 2,800 companies trade their shares on the NYSE. These companies are all publicly traded. (9) The NYSE is owned by its member
15、s. A membership is traditionally called a seat. Membership, limited to 1,366 since 1953, is obtained by purchasing(since 1868)a seat from an existing member. Unlike some of the newer exchanges, the NYSE still uses a large trading floor in order to conduct its transactions. (10) This is called the op
16、en outcry system and it usually produces fair market pricing. Only the highest quality companies can choose to list their securities on the NYSE. To be considered for an NYSE listing, companies must meet strict financial and regulatory criteria. (11) And once they do, the NYSE plays a unique role in
17、 providing deep and liquid markets for the trading of those securities, benefiting all investors, large and small. Listed companies pay both initial listing fees and annual fees. When companies first list on the NYSE, the companys top officials are often invited to ring the Opening Bell on the NYSE
18、Trading Floor. (12) In addition to having the highest overall listing standards of any securities marketplace in the world, the NYSE is among the worlds most well-recognised brand names. (13) In the more than two centuries that have followed, the NYSE has continued to adapt and evolve into the world
19、s largest global equities marketplace. (14) Its mission is to add value to the capital-raising and asset-management process by providing the highest-quality and most cost-effective marketplace for the trading of financial instruments, to promote confidence in and understanding of that process, and t
20、o serve as a forum for discussion of relevant national and international policy issues. A Issuers that list with the NYSE benefit from association with this brand name while gaining access to the worlds largest, most liquid market for the trading of their securities. B Even meeting these requirement
21、s is not a guarantee that the NYSE will list the company. C That means any investor can buy their stock. D Many new exchanges have stopped using the trading floor to conduct their transactions. E It is here that the representatives of buyers and sellers, professionals known as brokers, meet and shou
22、t out prices at one another in order to strike a deal. F The NYSE has remained unwavering in its commitment to customers and to building a truly global marketplace with great breadth of product and geographic reach. G It was formally constituted as the New York Stock and Exchange Board in 1817. H Ri
23、nging the Bell, which signals the start and close of the trading day, is part of the NYSEs rich heritage and signifies the opportunities the financial markets provide. 三、 PART THREE 14 Motivate your employees like Jack Welch I just returned from speaking to hospitality executives in Oslo and Amsterd
24、am as part of my work as a communications coach. While preparing for the presentations, I asked the organizers about the biggest challenge facing hospitality managers in their countries. The answer was exactly what I hear from their U. S. counterparts: motivating employees to offer exceptional custo
25、mer service. The challenge is universal across countries and industries. Fortunately, so is the solution. Motivation starts with employee engagement, and engagement begins with effective communication skills. In my presentation to hotel and travel executives, I quoted Jack Welch, former CEO of Gener
26、al Electric (GE) and current Business Week columnist, who once said: No company, large or small, can succeed over the long run without energized employees who believe in the mission and understand how to achieve it. Three key points in this quotation hold the secret to motivating employees: energize
27、d employees, believe and understand. Successful companies have energetic employees. Nothing energizes employees more than public recognition and praise for their accomplishments. Praise fills emotional tanks, giving your team the fuel to perform to its peak potential. Not too long ago a friend and h
28、er husband were treated to an all-expense-paid trip to Hawaii. She was one of the select few who made Presidents Club based on her high sales. She returned from the trip and started looking for a new job. Why? Her boss had failed to recognize her accomplishment publicly first woman to make President
29、s Club in the companys 18-year history. Yes, people want to be famous especially in front of their Peers. Successful companies have employees who believe in the mission. Intuits Scott Cook once told me: People want more than a paycheck. They want to feel as though they are part of something bigger t
30、han themselves. Its up to you to articulate the mission and set the tone for the rest of your team. Ask yourself: What are we really selling? Are you selling insurance or peace of mind? Are you selling computers or tools to unleash human creativity? Are you selling coffee, or in the words of Starbuc
31、ks Howard Schultz, a third place between work and home? Successful missions have less to do with the physical product and more to do with how that product will improve the lives of your customers. Successful companies have employees who understand how to achieve success. The CEO of Dominos Pizza Ind
32、ia, Ajay Kaul, says the companys mission must be simple enough to be understood by all 4,000 of his employees. Once it has been set, its up to you to communicate constantly how well the company is performing against the objective. If youre genuine, passionate, and have a clear vision, it resonates w
33、ith your employees and they will spare no efforts to accomplish the objective. Dont confuse employee motivation with price of admission to compete as a successful company. A company has to meet basic expectations to motivate top talent. In the U. S. , an employee expects two weeks vacation. In Europ
34、e, an employee expects five weeks. But while expectations might differ in countries and cultures, whether or not your own business will stand apart depends on the quality of your interaction with your employees and, in turn, how they engage with your customers. 15 From the first paragraph, we can le
35、arn that _. （ A） European employees are not hospitable to clients （ B） there is no easy way to solve the problem concerned （ C） American employees are exceptional in offering customer service （ D） hospitality managers in America and Europe are faced with the same problem 16 According to the second p
36、aragraph, which of the following statements is not true? （ A） Jack Welch believed large companies would be successful in the long run. （ B） Jack Welch has retired from GE and is now writing a particular column. （ C） The writer believes good communication will lead to strong staff motivation. （ D） Th
37、e writer quotes Jack Welchs words in that he strongly agrees with him on the subject concerned. 17 A good way to motivate an employee is to _. （ A） treat him/her to expensive holidays （ B） make him/her popular and fashionable （ C） recognize his/her accomplishment in public （ D） offer him/her the mem
38、bership of Presidents Club 18 When employees believe in the mission of the company, _. （ A） the company will get bigger and bigger （ B） they dont mind how much salary they get （ C） they will make great efforts for the mission （ D） they dont care so much about the companys products 19 According to th
39、e text, in a successful company, _. （ A） employees are all successful people （ B） employees compete with each other for the objective （ C） managers keep a close watch on the employees performance （ D） employees are well-informed of the companys objective and progress 20 What can we infer from the la
40、st paragraph? （ A） Employees around the world have the same expectations. （ B） Good communication with the staff is crucial to a companys success. （ C） Customer recognition and loyalty will lead to stronger staff motivation. （ D） A company can be sure of success if it meets the employees basic needs
41、. 四、 PART FOUR 20 The Present Recession Affects Women More Than Men If men were the first to lose their jobs in the heart of the economic crisis in the United States, a study now shows a trend, women, (21) mothers today, are suffering the collateral effects, while the American economy is back on the
42、 road to growth. According to a report by the Joint Economic Committee of American Congress, American men were the most affected at the beginning of the crisis as over- (22) in most key sectors such as building and industry. Today, they are finding jobs, unlike women and especially single mothers. B
43、etween October 2009 and March 2010, women have lost 22,000 jobs while men have found 260,000 jobs, a (23) by that Committee. According to the chairwoman of this Committee, Democrat Carolyn Maloney, the conclusions of the survey show that single women were particularly affected, with an (24) rate tha
44、t (25) from 8 percent to 13.6 percent between the year 2007 to 2009. (26) one third of jobs destroyed during the current recession were (27) by women, said Ms. Maloney. For example, it was discovered that during (28) recessions, this percentage was lower: Women have been affected by 15 percent of jo
45、b losses during the recession of 2001. While women are losing more jobs, their families are more (29) on women incomes, said Carolyn Maloney. In 2009, 3.3 million women worked part time for (30) reasons, the report said. Either because they had not found a full-time employment or their working hours
46、 had been reduced to part time. So lets all hope that this trend will change soon and that the economy gets better soon in America for women as well as for men. （ A） otherwise （ B） especially （ C） like （ D） particularly （ A） affected （ B） whelming （ C） indulging （ D） indulged （ A） committee （ B） fin
47、ding （ C） find （ D） study （ A） unemployment （ B） employment （ C） unemployed （ D） employed （ A） rised （ B） aroused （ C） rose （ D） climbed （ A） Finally （ B） Yet （ C） Throughout （ D） Overall （ A） Occupying （ B） hold （ C） Occupied （ D） occupyed （ A） previous （ B） last （ C） passed （ D） past （ A） relying
48、（ B） depending （ C） dependent （ D） reliable （ A） economic （ B） economical （ C） financial （ D） living 五、 PART FIVE 30 What Work Environments Do? Work environments are than as varied (31) there are types of businesses. (32) it is a large corporation with multiple departments and locations, or a small
49、business with only a handful of employees, different work environments seem to serve different purposes. If your company is experiencing increased or high turnover rates, it is important to look at all of the aspects that could be affecting employee satisfaction, but do not overlook the impact and influence the environment could have (33) the situation. The work environment can include various factors the lighting， furniture, colours, smells, sounds everything t
