1、BEC商务英语（高级）阅读模拟试卷 9及答案与解析 一、 PART ONE 0 Look at the statements below and at five passages taken from a book about famous management thinkers on the opposite page. 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 Answe
2、r Sheet. You will need to use some of the letters more than once. A John Adair Adair is the pioneering British thinker in the theory of leadership. He was the first person in the UK to hold a professorship in Business Leadership and has published a series of influential books on the subject. Despite
3、 his quiet appearance, Adair has had a colourful life, serving in a Bedouin regiment and working on an Arctic fishing boat! His initial interest in leadership came from his army experience and he used to lecture at the highly prestigious academy where British army officers are trained. He now works
4、as an international consultant. B Edward de Bono De Bono is unusual among major gurus for two reasons: firstly, he was born not in one of the great industrial nations but on the tiny island of Malta. Secondly, his ideas have reached a wider audience than just managers, so that his books have become
5、essential reading in many different disciplines. Most of de Bonos work has been concerned with the way human beings can train themselves to think more creatively. This apparently simple idea has resulted in 37 books and a highly successful career as a lecturer and consultant. C Peter Drucker Probabl
6、y no other single thinker has done as much as Drucker to establish management as a serious area of study. Certainly, his fellow management thinkers consider him one of the founding fathers of the discipline, and his books and articles are quoted more than those of any other management writer. His fi
7、rst book was published as far back as 1939, yet he is still writing and teaching. His greatest distinction has been his ability to predict coming trends in business and economics. As a result, his ideas are treated with the greatest respect and interest. D Frederick Herzberg Although relatively few
8、contemporary management students will have read his books, Herzbergs name is instantly recognisable to anyone who has studied industrial organisations. This is because the American psychologist was responsible for introducing the concept of motivation into management thinking. As a young man, Herzbe
9、rg became deeply interested in mental illness and the human need for mental and emotional satisfaction. This led him to criticise the approach of many companies to job design, and to argue for the need for job enrichment to stimulate employees efforts. E Tom Peters The Americans reputation was creat
10、ed in the 1980s by the spectacular success of one book, In Search of Excellence, co-written with Robert Waterman. The two were working together as management consultants and no-one expected their first (and only) book to end up selling 5 million copies worldwide! Although his ideas have been critici
11、sed, Peters popularity as a speaker and writer has continued to grow. So much so that Peters has created his own business to market books, videos and consultancy based on his work. 1 Others in his field think very highly of him. 2 His ideas have spread beyond the business world. 3 He felt that peopl
12、e should be able to enjoy their work. 4 His ideas are more complex than they seem. 5 He did a variety of interesting things before writing his books. 6 His most successful book was written with a colleague. 7 He is particularly skilled at forecasting important developments. 8 Contact with the milita
13、ry was an early influence on his thinking, 二、 PART TWO 8 Read this text taken from an article about marketing. 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 effectiv
14、e is your marketing? Gone are the days when companies had departments full of staff whose role nobody understood. Today we are all accountable and have to be able to demonstrate the value of our contribution to our businesses. And rightly so. But when it comes to marketing, what is effectiveness, ho
15、w do you measure it, and why is its measurement so important? Businesses are starting to recognise the key marketing questions. Are we providing the right products for the right people at the right price? Are our brands better than those of our competitors? (9) Thats because marketing is not the flu
16、ffy stuff that can be axed when the going gets tough - it is the essence of business. So if marketing is important, it follows that it pays to know if yours is working. The first stage in the process is understanding your current position. How successful is your brand today? What is your market shar
17、e? You should equip yourself with some sound facts and figures on which to base your conclusions. (10) It could be simply to boost sales. You may want to reinforce your leadership in a market or trounce a competitive brand. Influencing future profitability, possibly by building a short-term brand sh
18、are, may be a priority. A clear objective is essential. But how do you know if your marketing is achieving your goals? (11) Their success is not just related to how many boxes leave the factory. Effectiveness may not be tangible. It may be financial, it may not. The brand is an intangible asset, but
19、 it is now seen as an important one. Quantifying the value of an intangible asset is a difficult, but not impossible, task. It is also necessary to evaluate both long-term effectiveness and the short-term outcomes of any campaign. (12) But the care of a brand is a marathon, not a sprint, and it is i
20、mportant not to lose sight of the long-term consequences. Choosing the right measurement tools to evaluate a campaign is another important issue. (13) The accuracy they thus ensure should be consistent over time and correspond to the wider objectives of the business. Ultimately, marketing must deliv
21、er profit. The essential debate should no longer be about the importance of marketing, but what we should do to measure its effectiveness, and what measures will ensure survival. (14) But to others it is likely to be a controversial issue - and one which can produce responses leading to widely diffe
22、rent directions for their enterprises. A Having done that, next comes establishing what it is that marketing activities should be achieving. B Because of this, you may want to generate return on investment, perhaps by raising the quality of your brand. C This shift in focus will be taken as read by
23、the most successful businesses. D Addressing such issues should mean that profits take care of themselves. E Concerning the latter, it may be tempting to be seduced by efforts that yield quick results and satisfy investor pressure for immediate returns. F These should be precise and based on empiric
24、al data. G Good strategies are not necessarily linked to production or sales figures. H Today we are all accountable and have to be able to demonstrate the value of our contribution to our businesses. 三、 PART THREE 14 Read the following article about marketing and ethics and the questions on the opp
25、osite page. For each question (15-20), mark one letter (A, B, C or D) on your Answer Sheet. Corporate social responsibility and sustainability are ethical choices that companies make about how they do business. Current thinking indicates that, as a society, we are beginning to appreciate more fully
26、that there must be limits to our consumption of natural resources, and that business activities must take greater account of this impact on society and economies, as well as the environment in which we live. It is well documented that the corporate sector is in a position of unparalleled dominance a
27、nd that the global resources of a rising number of multinational companies dwarf many of the national economies in which they operate. Market liberalisation and privatisation have created new global markets, and extended the role of the private sector in public services and civil infrastructure proj
28、ects. As a result, businesses are now heavily involved in public policy issues throughout the world. For these reasons, businesses must be accountable - not just to shareholders but to consumers, employees and other stakeholders. This means that as corporations continue to grow in power, their respo
29、nsibility grows too, increasing the number of ethical considerations they must face. Companies who ignore this development will increasingly find themselves challenged by different groups of stakeholders questioning the values and practices of businesses. These issues present major challenges for th
30、e role of marketing, and an opportunity for a timely response for individual marketers to consider what this means in their day-to-day work. Marketing is the guardian of the brand, so a companys marketing team must be able to take account of how social and cultural changes impact on the health of th
31、e brand. How is this to be addressed by marketers? How widely does marketing engage with the companys stakeholders? A more holistic, inclusive approach across the business is required to safeguard the brands intangible assets of trust, goodwill and long-term value to the business. Marketers may aim
32、to establish whether they can connect with customers in a way that extends the marketers role beyond merely communicating the offer to prospective buyers. Marketings role could well come to be seen more broadly in terms of connecting with stakeholders not only in terms of value, but values. In a wor
33、ld where intangible assets and corporate reputation are critical components of corporate success, it is inevitable that these newer approaches to marketing are becoming involved with ethics and sustainability issues. It means that marketers can enjoy new opportunities to add value to brands. There a
34、re tangible benefits to be gained in product development, innovation and competitive advantage when broader sustainability and ethical considerations are taken into account. But if marketing is about selling more and sustainability is about consuming fewer resources and producing less pollution, how
35、 on earth are marketers supposed to pursue both goals at the same time? Perhaps its easy to overestimate the depth and scale of the opposition between these goals - and to underestimate the degree to which marketers can align traditional corporate objectives with those of ethics and sustainability.
36、Marketings core role is to align what the business produces to what the market wants - the route to increased sales. It all means that the firm must invest money, people and resources only in the things that add value for customers. It requires the business not to waste any effort, money or resource
37、s doing things that dont add value for users. Responsible marketing, in other words, is actually all about helping business avoid and eliminate waste, as well as continuing to manage natural or manmade resources. It is an important role for marketers and one that has not been fully recognised or app
38、reciated in terms of potential to create innovative solutions. 15 What change does the first paragraph mention? （ A） a decrease in the size of certain economies （ B） a growth in knowledge of how resources affect economies （ C） a decrease in the resources available to companies （ D） a growth in the n
39、umber of choices available to companies 16 According to the second paragraph, businesses are now encountering （ A） a wider range of obligations. （ B） greater public criticism. （ C） problems they should have foreseen. （ D） an increase in internal disagreement. 17 In the third paragraph, it is suggest
40、ed that marketers （ A） should devise stricter social and financial categories. （ B） need to attract new categories of customers. （ C） should have a greater input in the design of products. （ D） need to expand their areas of activity. 18 What development is mentioned in the fourth paragraph? （ A） Pro
41、duct design is becoming secondary to ethical considerations. （ B） A companys reputation is growing in importance over its brands. （ C） Ethical considerations can lead to effective innovation. （ D） Competitiveness is becoming harder to maintain over time. 19 What comment is made in the fifth paragrap
42、h? （ A） The challenge facing marketing may be impossible in the long term. （ B） Marketing activity should move away from traditional goals. （ C） Conflicts confronting marketing may be less extreme than expected. （ D） Marketing should focus on promoting goods which last longer. 20 According to the fi
43、nal paragraph, businesses now need to （ A） revise certain aspects of their activity. （ B） conduct research into the efficient use of man-made resources. （ C） ensure their range of investments is ethical. （ D） communicate new sets of values to customers. PART FOUR 四、 PART FOUR 20 Read the article bel
44、ow about job enrichment, a kind of way to promote the work efficiency of a company. Choose the correct word or phrase to fill each gap from A, B, C, or D. For each question 21 30, mark one letter (A, B, G, or D) on your Answer Sheet. Job Enrichment While pay is an attempt to reward zestful employees
45、, job enrichment is an effort to motivate via the work itself. Job enrichment is the (21) of changing the job so that the work will appeal to employees higher-level needs. Its aim is to make the work more meaningful. First, job enrichment is merely (22) up, working harder at what you are doing. Seco
46、nd, it is not job (23) , merely adding another meaningless job. Some managers assume they are enriching subordinates work by adding their duties, but the duties must make the job more meaningful in order to be enriching. Third, rotating (24) tasks does not help, at least not very much. Fourth, job e
47、nrichment does not mean (25) away all the hard parts and making the task more routine. Then what is job enrichment? Job enrichment is based on Frederick Herzbergs two-factor theory of (26) . Herzberg argued that because job rotation and job enlargement do not provide workers with any additional resp
48、onsibility or (27) over their jobs, they do not really enhance employee motivation. Job enrichment (28) to increase both the number of tasks a worker does and the control the worker has over the job. Many companies (29) job enrichment to improve the quality of work life for their employees. The (30)
49、 benefits of job enrichment are great, but it requires careful planning and execution. （ A） purpose （ B） program （ C） project （ D） process （ A） speeding （ B） enhancing （ C） promoting （ D） speaking （ A） enrichment （ B） enrollment （ C） enlargement （ D） enactment （ A） lexical （ B） meaningless （ C） leisureful （ D） meaningful （ A） cancelling （ B） taking （ C） abolishing （ D） getting （ A） aim （ B） purpose （ C） motion （ D） motivation （ A） command （ B） dominate （ C） control （ D） rule （ A） purports （ B） claims （ C） profess （ D） represent （
