1、BEC商务英语（高级）阅读模拟试卷 56及答案与解析 一、 PART ONE 0 A You probably need to reduce the number of people. Cost savings through combining redundant tasks is a common goal for mergers. The trick is to release the individuals least well equipped to contribute in the new organisation and to hold on to the best peopl
2、e. Make sure the evaluation of “best“ looks at both companies people equally After all, you dont want to lose a great person from Company B so you can keep a mediocre person from Company A. B But signing a deal to join forces is only the beginning. The crucial next step requires knowing how to merge
3、 fast and well. In the Internet economy, that means more than changing a logo or reconciling two chief executives egos to the fact that they cant both be boss. A successful merger requires an unflinching commitment to what the new strategy will be, along with a focus on making sure that vital but fr
4、agile assets-customer lists, engineering-talent pools, and so on dont get trampled by the deal. C A horizontal merger is when two companies competing in the same market merge or join together. This type of merger can either have a very large effect or little to no effect on the market. When two extr
5、emely small companies combine, or horizontally merge, the results of the merger are less noticeable. These smaller horizontal mergers are very common. If a small local drug store were to horizontally merge with another local drugstore, the effect of this merger on the drugstore market would be minim
6、al. In a large horizontal merger, however, the resuiting ripple effects can be felt throughout the market sector and sometimes throughout the whole economy. D Impact of mergers and acquisitions on top level management may actually involve a “clash of the egos“ . There might be variations in the cult
7、ures of the two organisations. Under the new set-up the manager may be asked to implement such policies or strategies, which may not be quite approved by him. When such a situation arises, the main focus of the organisation gets diverted and executives become busy either settling matters among thems
8、elves or moving on. If however, the manager is well equipped with a degree or has sufficient qualification, the migration to another company may not be troublesome at all. E How your company deals with merger issues such as communication, employee retention and/or layoffs, customer notification and
9、reassurance, consolidation of staff and integration of systems will play a huge role in determining the overall success or failure of the merger or acquisition. Dont wait until the deal is finalized to think about these issues. Assemble a team of stakeholders and experts to analyse the challenges an
10、d risks of integrating the two companies and have an action plan in place long before the official merger date. 1 It elaborates on what horizontal integration is and its effect on the market. 2 It stresses staff of both companies should be considered fairly in business mergers. 3 It talks about the
11、factors that ensure business mergers are fruitful. 4 It implies large-scale mergers may have a chain reaction on the whole market. 5 It considers that top level managers should adapt to the new company as soon as possible. 6 It suggests that enough preparations should be made before the merger. 7 It
12、 considers a well-qualified manager should react actively to the mergers to ensure smooth transfer. 8 It stresses on keeping the outstanding employees and eliminating average ones in mergers. 二、 PART TWO 8 How to Find Your Affiliate Niche Market Profiting from your affiliate niches. Finding your own
13、 profitable niche online is where most aspiring affiliates get stuck, and it can often take months on end to find a niche that will give you a favourable return on investment. (9) 1. Pick on a broad category of ideas, which could be green energy, affiliate marketing, relationships, general shopping,
14、 or sports, etc. (10) 2. Think about the subsets that lie within the broad category you picked on above. For example, if you chose the relationship market, think about people who are just starting to date, (11) 3. Pick on an item to sell that belongs to one of the subsets you just identified above.
15、4. Continue brainstorming and finding out specific details about the people that might belong to any of the subsets you picked on above. For example people who have just broken up in reality still want their partner back or would be more than willing to make up or buy products that help them underst
16、and why their partner broke up in the first place. (12) 5. Next step is to determine the profit potential of the keywords you think these people will be using when looking for solutions online. (13) The results that are returned will show you exactly how many websites are competing for that keyword,
17、 the lower the figure the better, also pay attention to the advertisements being run at the top and left hand sides, the fewer the better for you. In summary that is how you find your affiliate niche market online. (14) A. Those are the basic rules, finding lucrative niches, however, requires more s
18、trategies and techniques that you can find by visiting the number one place to learn about affiliate niche marketing. B. is very possible if you truly understand the enormous potential that exists with knowing the correct niches to get into. C. Skin this broad category till you get to a segment of w
19、hat you started with. D. Finding your own niche though is not entirely impossible, there are guidelines for finding niches and if followed correctly will get you results. E. The easy way to do this is using quotes when entering the keyword into Google. F. If you understand this then you are moments
20、away from your ideal customers. G. those who are breaking up, those who are not comfortable with the other partner or those that want to make the relationship better. H. Niche marketing is an extremely powerful concept that has the potential to change affiliate income levels. 三、 PART THREE 14 Online
21、 Ads After a decade of experimentation, companies have yet to find a reliable way to burnish their brands online. Research shows barely more than 1 in 1000 people click on banner ads. Whats more, they rarely hang around long enough to absorb a brand message. Former Madison Avenue hotshot Matt Freema
22、n aims to change all that. Freemans company, Betawave, is developing ways to boost visitor “engagement“ and plans to charge advertisers not just by each click or view but also by peoples attentiveness. The concept is untested, but it has generated excitement. Several venture capital shops in Decembe
23、r put $ 22.5 million into Betawave. “Matts ahead of the curve,“ says Sean Finnegan, chief digital officer at Starcom Media Vest, which buys ads for Coca-Cola, Procter & Gamble, Nintendo, and others. Mad Ave was shocked when Freeman quit as Tribal DDB Wordwides boss in June to run a small company cal
24、led GoFish. Tribal is widely considered to be one of the most successful creators of online ads anywhere. GoFish, on the other hand, sold ads on a handful of lesser kids sites, such as Mini-clip, which hosts online video games, and Cartoon Doll Emporium, where kids play dress-up with avatars. Yes, G
25、oFish, known in the industry as an ad network, had a good reputation among advertisers looking for a cheaper alternative to sites run by Disney and Nickelodeon. But it was in debt, its stock traded over the counter, and it was losing millions a year. Freeman, who has since renamed the company Betawa
26、ve, says he took the job because he saw unrealized potential. “GoFish was a tiara in the toilet. “he says, noting that the sites Betawave represents share a valuable audience: kids aged 6 to 17 and their rooms. The 25 million people who stop by Betawave sites each month spend an average of 15 minute
27、s per visit vs. nine at Facebook, according to industry tracker Comscore. That “stickiness“ has prompted Dellogg, Hasbro, Nintendo, and others to buy ads. Still, Freeman knows companies want more evidence to prove that their ads are working. “ Advertisers always say, why am I paying for reach when w
28、hat I want is peoples attention?“ Thats why he aims to charge not only for clicks on ads but also for how long people spend on a page and for how much they interact with the brand on a deeper level. To make that happen, Freeman is borrowing from television, which has been shoring up its prospects wi
29、th “band integrations“ advertisers can veave their products and messages into the shows themselves. In midFebruary, Freeman launched something called Betawave TV. Essentially an online video player, the links of which can be found on many sites, it provides a distribution platform through which clie
30、nts can integrate their messages into original shows. For the first such experiment, Freeman has enlisted Raven Symone. The Disney twin star will appear in a video and provide style tips that likely will include nods to certain products. Viewers will be directed to WeeWorld, where they will be able
31、to conduct a makeover on a Symone avatar. Freeman plans to charge sponsors a production fee to set up sites like the Symone makeover game. Advertisers also would pay based on the number of people who log in, the number of games played, or a combination of the two. Betawaves success depends on whethe
32、r visitors are drawn into the branded games and other content or simply watch what they want and move on. But for now, at least, Freeman has the advertising worlds attention. 15 From the first paragraph, we could learn that Freemans aim is （ A） to develop new ads for his new company. （ B） to produce
33、 and sell online ads to other companies. （ C） to charge advertisers for consumer engagement. （ D） to attract more people to invest money in his company. 16 What did Freeman do to confuse Madison Avenue greatly? （ A） He developed new ads for a great number of famous companies. （ B） He attracted a lot
34、 more peoples attention on online ads. （ C） He charges advertisers not only by click or view on ads on the website. （ D） He quit as a boss in a promising company and opened a small company himself. 17 The websites Betaware represents mainly draw attentions of （ A） parents of kids aged 6 to 17. （ B）
35、a valuable audience to stop by Betaware sites every week. （ C） 25 million people who would check on Betaware sites monthly. （ D） 25 million kids aged 6 to 17 and their morns to spend nine minutes at Facebook. 18 Why Freeman charge not only for clicks on ads but also peoples attentiveness? （ A） Compa
36、nies are eager to see the effect of their ads directly. （ B） Companies want to reduce the cost on the online ads. （ C） He knows how to deal with advertisers questions. （ D） He plans to attract more peoples attention on his website. 19 According to paragraph five, what does Freeman do to carry out hi
37、s plan? （ A） He renamed his company Betawave. （ B） He set up something of his own company using TV as a media. （ C） He enlisted GoFish for his first experiment. （ D） He created a distribution platform for clients to check out their ads. 20 What can you infer from the whole passage? （ A） Betawave is
38、considered to be the most successful ads company. （ B） We will probably see some popular stars in the videos made by Betawave. （ C） Betawaves success depends on how many people attention and clicks are drawn in online ads. （ D） Freeman plans to charge sponsors to set up sites like Betawaves. 四、 PART
39、 FOUR 20 Company Structure Most organisations have hierarchical or pyramidal structure, with one person or a group of people at the top, and an increasing number of people below them at each successive level. There is a clear line or chain of command running down the (21) All the people in the organ
40、isation know what decisions they are able to (22) , who their superior is. Some people in an organisation have colleagues who help them: for example, there might be an Assistant to the Marketing Manager. This is known as a staff position: its holder has no line (23) , and is not integrated into the
41、chain of command, unlike, for example, the Assistant Marketing Manager, who is number two in the marketing department. Yet the activities of most companies are too complicated to be (24) in a single hierarchy. Shortly before the First World War, the French industrialist Henry Fayol organised his coa
42、l-mining business according to the (25) that it had to carry out, He is generally credited with (26) functional organisation. Today, most large manufacturing organisations have a functional structure, including production, finance, marketing, sales, and personnel or human resources department. This
43、means, for example, that the production and marketing departments cannot make financial decisions (27) consulting the finance department. Functional organisation is efficient, but there are two standard criticisms. Firstly, people are usually more (28) with the success of their department than that
44、of the company, so there are permanent battles between, for example, finance and marketing, or marketing and production, which have (29) goals. Secondly, separating functions is (30) to encourage innovation. （ A） group （ B） structure （ C） pyramid （ D） employee （ A） make （ B） do （ C） reach （ D） liste
45、n to （ A） authority （ B） power （ C） obedience （ D） command （ A） led （ B） built （ C） organised （ D） favoured （ A） mission （ B） plan （ C） functions （ D） instructions （ A） developing （ B） designing （ C） creating （ D） inventing （ A） with （ B） without （ C） after （ D） in （ A） concerned （ B） anxious （ C） f
46、amiliar （ D） relaxed （ A） compatible （ B） harmonious （ C） similar （ D） incompatible （ A） probably （ B） unlikely （ C） surely （ D） seemingly 五、 PART FIVE 30 Help for Exporters to Speak the Language The new Languages in Export Advisory Scheme has been started to help companies that are keen to export a
47、nd have fewer than two hundred and fifty employees. It means that they (31) eligible for a grant of up to fifty per cent of the cost of three-and-a-half days on-site consultancy. The scheme defines ways of meeting the businesss language needs (32) relating its product or service to the overseas mark
48、et. There are two stages: the first stage, (33) lasts half a day, gives employers understanding of the issues involved in exporting and briefs (34) on local language and export information centres. The second, three-day stage provides expert advice on competing effectively (35) overseas markets. A s
49、pecialist in exports and language use analyses the firms language needs and produces a plan (36) developing strategies. Strategies that might (37) considered include establishing on-line or phone links with an interpreting company, hiring a native of a particular country on a contract basis, advertising for someone (38) fluency in a particular language, and locating a foreign student on placement or at a local business school. Such people might help the boss to (39) up a stand at a business exhibitio
