劍橋BEC高級真題第三輯TEST4.docx

1、劍橋 BEC 真題集高級第三輯Test 4READING PART ONE Questions 1-81 hour?Look at the statements belowand at the five extracts from a newspaperarticle on the opposite page about people who have set up their own internet companies. ?Which extract (A, B, C, D or E) does each statement 1-8 refer to?For each statement(

2、1-8), mark one letter (A, B, C, D or E) on your Answer Sheet.?You will need to use some of these letters more than once.?There is an example at the beginning(0).Example:0 These people sought help to forecast their likely cashflow.10ABCDE1 These people havenot paid themselves out of their company?s i

3、ncome so far.2 These people had knowledge which they wanted to exploit in a different type of company.3 These peoples initial efforts to obtain start-up funding were unsuccessful.4 These people have developed a very effective process for handling sales.5 These people devised a mixed media approach t

4、o advertising.6 These people felt that they could improvecompanies?focus on customers.7 These people intend to make their marketing more cost-effective.8 These people are targeting a relatively small number of discerning clients.AE-GAMESJohn and Stephanie both wanted a complete career change. Sellin

5、g children?s games over the internet seemed a foolproof idea, but their biggest challenge was to secure financial backing. First they contacted numerous venture capitalists, but from the response of the few that would even talk to them, they realized they would get nowhere until they had spelt out i

6、n detail how they intended to turn their concept into reality. So the next step was to work with a group of start-up consultants, to devise a business plan making their expected revenue streams more precise.BSUREKSue and Derek?s plan was to sell clothes over the internet. After a shaky start,leading

7、to serious cash flow problems, which meant they occasionally had little to live on, they realised they would have to advertise much more seriously: on the internet, theyused online marketing tools to the full to produce increases intraffic, and combinedthis with intensive publicity outside the inter

8、net. Within six months they had built alarge customer database, at which stage it was necessary to begin looking for capitalto build the business.CWONDERWEBTwo senior advertising executives, frustrated with the pace of change in an industrythey felt was failing to take advantage of new media, Sally

9、and Sue were keen totranslate their advertising and marketing skills into an online environment. To theirsurprise, they found that many websites seemed to have been developed withouttakingany account of users?needs. Sure that the opportunity was ripe for a business with astrong marketing proposition

10、, they started offering marketing services to other smallonline businesses.DSUPERGIFTSMichael and Tony set up a company to sell upmarket gifts, such as glassware and porcelain, online. The niche market they have identified is professional and affluent, a group which their research revealed is increa

11、singly internet literate, is looking for exceptional goods at the right price and has high service expectations. A low-level marketing campaign generated more than 2000 customers, with a high-value average order. The entire system from web order to delivery is proving to be highly successful,with al

12、l orders being fulfilledwithin the advertised five days without any returns orbreakages.EABBIE SThe first phases of the company?s growth have been funded through a mix of personal investment, foregone salaries and bank overdraft. The next phase will be crucial. Their biggest challenge will be to dis

13、tinguish themselves from a plethora of competitive sites, most of which are spending far more than they are. To stand out from the crowd, Paul and Abbie are working to target and reach their audience better, and generate higher sales, but of necessity without increasing their budget. The company?s t

14、otal marketing vision will be the key to success.PART TWOQuestions 9-14? Read the article below about consumers?attitudes to goods describedas premium.? 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 no

15、t use any letter more than once.? There is an example at the beginning,0)(.Shoppers wary of pr emiumgoodsOne of the marketing industry?s favouriteWhil e the word ,luxury? had a clear andterms ispremium? usually taken todefinable meaning among respondents mean ,luxury? or ,top quality?. The idealmost

16、 related it to cars ,premium? wasis to create a premium car, wristwatch orfound to be harder to define. Oddly, theperfume somethingthatappears toonly category apart from cars wheretranscend the ordinary.(0)H,premium?wasunderstood tomeanHowever, manufacturers should take notesomething specific was br

17、ead.(12).of a recent survey ofshoppers?attitudesSeveral respondents said they wouldto so-called premium goods. (9)Innever pay much for a standard sliced loaffact, the tag seems tohave become but onspecial occasions wouldhappilydevaluedby overuse. Consumersof all pay double for something that qualifi

18、es associo-economic backgrounds are verya treat.keen to buy the best- but not all productPackaging was found to be an importantcategories lend themselves to a premiumfactor in charging extra for premiumstatus. Premium? canbe used inanyproducts,withsophisticateddesigncategory where image is paramount

19、, andenabling toiletries,electronics or foodthat includes cars, toiletries, clothes anditems to sell for farmore. Shoppers areelectronics. (10)Bankingandwillingtopay extra forsometl1ing thatinsurance are typical of this secondhas had thought put into its outwardgroup.appearance. (13)Yetthe knowledge

20、More than 70 per centofconsumers has no impact on their erviewed in the survey said that aThe profitmargin on premium-pricedpremium tag on everyday items such astoiletries and beauty items can be ascoffee or soap is an excuse to chargemuch as 300-400per cent and inextra for products that d

21、on?t always haveexcess of 500 per cent for hi-H and otherextra benefits. (11)The prevalenceelectronic goods. (14). In a crowdedof such a suspicious attitude makes lifemarketplace such as cars or mobiles, it?shard for the marketers.far more difficult to achieve thistransformation than you might think

22、.Example:0ABCDEFGHA The term is less effective, however, in areas where style and fashion play a smaller role.B The product hidden behind this attractive exterior may be exactly the same as an item selling for half the price, and shoppers may be quite aware of this.C The results suggest that the ter

23、mpremium? means verylittle to consumers.DA fifth of them went further, and dismissed the very word as simply a way of loading prices.E It follows that price and utility are not the only factors in play when it comes to purchasing decisions.F With such an incentive, the challenge for marketers is to

24、find the triggers that can turn an ordinary product into something consumers will accept as premium.G The survey found that consumers were prepared to pay top prices for speciality items, just as long as prices for everyday products remained low.H When they succeed, marketers are able to charge high

25、 prices for the resulting product.PART THREEQuestions 15-20? Read the following pro Bruce Petter, the new Director of the Management Consultants Association (MCA), and the questions on the opposite page.? For each question 15(-20), mark one letter (A, B, C or D) on your Answer Sheet.Bruce Petter has

26、 not always been people withmainstream business large but also some considerablyan executive. He started hisinterests together. The associationsmaller firms. We are also awarecareer pumping petrol at a fillinghad 30 member companies at thethat management consultancy isstation, as he explains: ,After

27、Itime,representingalargenotalwaysportrayedinaleftthe army, my friend?s father,proportion of the best-knownfavourable lightand he has donewho was Managing Director of anames inthe sector, and ,they allquite a bit of work on publicpetrolcompany, recommended wanted tohavea look atthisimage and has some

28、 verythat I go into the oil industry. Myindividualwhohadapplied topositive views in this area.?great-uncle was running our ownrepresent their interests, so IsawSo, Mr. Petter has taken overfamilypetrolcompany, andIan awful lot of the membership?.fromretiringDirectorBrianlearnt the ropes at a petrolH

29、is principal area of expertise, heO?Rorke,and a change of moodstation. Isubsequentlymarriedfeels, is in running a tradeis now in the air. O?Rorkewas atthedaughterof theMarketingassociation and the briefing that hethe helm for 13 years and hisDirector but this did not makehas been handed suggests tha

30、t thissuccessor is reticent when itforthehappiest ofscenarios. willbeofprime value. , Ifyoucomes to predicting how his ownDepending on which side of thewere to ask me if I was ever goingapproach willdiffer. Brian didfamilytheycamefrom, mytobeanexpertmanagement a magnificentjobofsustainingrelativesth

31、oughtIshouldconsultant, the answer would bethe Association, of holding itsupporteithermy great uncleno. But I am, I hope, able totogether through thickand thin.?or my farther-in-law, so Iarticulate their views, to pushI detect a ,but? in his voice. But?decided the time had come forthrough policiesth

32、ey want to see ,I think if you ask anybody whome to leave the warring factionsin operation and to improve theiror what the MCAwas under histo fightitout among themselves image.Ihopetomakedirection, thetemptationwouldand move on.?managementconsultancyabe to say BrianO?Rorke.?He became founding Direct

33、or ofpowerful voice in government andPetter feels his own style willbethe Petrol Retailers Association.industry.very much determined by theBut after a few years he decided,The President of the MCAobjectives ofthemembers: he,I was getting to the stage whereconfirms what landed Petter the job. sees hi

34、mself asachannel forI wanted to move on again, so,We saw a lot of people, butthoseaims. ,Idon?twantthewhen I heard about thethere were three things inMCAtobe perceived as BruceManagementConsultantsparticular that impressed us aboutPetter?sempire,butrathertheAssociation (MCA)post,IBruce. His experien

35、ce of running amembers?empire,? he says. Mrapplied.?trade association was key and itPetter clearly has a difficult taskHe was aware that the selectionseemed to us that he had a goodahead, but many of his staff willprocess for the head of any tradeunderstanding of how to relate towelcome a more open,

36、 modernassociation would, by definition,and inspire a membership made up style and there?s every indicationbe protracted because of the of very busy partners, often in veryhe will be a success.difficulty of getting very busy15 What do we learn about Bruce Petter in the first paragraph?A He likes to

37、think of himself as a loyal person.B He has a negative view of family-run businesses.C His military background came in useful later in his career.D An awkward situation influenced the development of his career.16 When Petter applied for the post of Director of the MCA, he knew thatA a decision was l

38、ikely to take a long time.B not everyone in the Association was interested in him.C he would have to face intense competition.D some members would oppose his appointment.17 What does Petter believe he is able to change?A the views the MCA holds on industryB the way in which the MCA decides on policy

39、C how the MCA is perceived by other peopleD the MCAs relations with other trade associations18 Which of the following does the MCA President mention as a reason for appointing Petter?A his ability to motivate members of an associationB his experience of working in different tradesC his broad network

40、 of business contactsD his previous work in management consultancy19 The writer notices that, when Petter talks about his predecessor, heA expresses some regret for how the Association dealt with him.B thinks he had been there for too long.C questions changes he made within the Association.D indicat

41、es he has mixed feelings about his leadership style.20 Petter says his aim as Director of the MCA is toA modernise the Association.B carry out the Association? wishes.C set an example of firm leadership to his staff.D expand the membership of the Association.PART FOURQuestions 21-30? Read the articl

42、e below about sickness at work in Britain.? Choose the correct word to fill each gap fromA, B, C or D on the opposite page.? For each question 21(-30), mark one letter (A, B, C or D) on your Answer Sheet.? There is an example at the beginning, 0)(.Sickness at workSmall firms are counting the (0) A o

43、f sickness among employees. Research estimates that illness cost small businesses in Britain a month and a half in lost (21) last year. A recent (22) of more than 1,000 small and mediumenterprises revealed that last year the average small business lost around 42 daysthrough staff phoning in sick, an

44、d that this had a serious(23) on 27 per cent of smaller companies. Just over one in ten employees took time off for seven days in a(24) Of these, 9.5 per cent were ill for a week on more than one occasion. In Britain, employees can take sick (25) for up to a week before they have toproduce a medical

45、 certificate. Owner managers were far less likely to be off sick than their staff: 3.3 days on average, compared with the 10 days taken by employees.The head of the research team said, ,The most common (26)of absence wasminor illness, such as colds orflu, butbackstrain,fractures and thelike(27)for v

46、ery nearly as much. Of greater (28)is that more that 40 percent of employers felt that their employees?sickness may not have been enuineg.?Employers can do more to protect themselves by drawing up adequate(29)ofemployment that outline the company?s sick pay (30). Enhanced sick pay isthen at the empl

47、oyer?s discretion.Example:A costB priceC chargeD expense0ABCD21A capacityB productivityC capabilityD efficiency22A reportB enquiryC statementD survey23A resultB consequenceC impressionD impact24A rowB lineC seriesD sequence25A leaveB breakC timeD absence26A reasonB symptomC causeD motive27A contribu

48、tedB accountedC totaledD credited28A concernB anxietyC regardD bother29A detailsB itemsC particularsD terms30A ideasB notionsC policiesD intentionsPART FIVEQuestions 31-40? Read the job advertisement below.? For each question 31(-40), write one word in CAPITAL LETTERS on your Answer Sheet.? There is

49、 an example at the beginning, (0).Examples:0ONEEmpleyment with Kinson plcStaff Support Advisers requiredPART SIXQuestions 41-52We are a newly-formed division of Kinson plc,(0) . ofthe UK ?s largest quoted companies, and provide business customers (31) . solutions that combine leading edgee-commerce

50、technology and an integrated nationwide customer support network.The formation of this new division has created a number of exciting and challenging roles within the call centres of two(32) . our seven sites. We have vacancies (33) .Staff Support Advisers. Working closely with the Business Managers,

51、 your job will (34) . to gear the business upfor the challenges ahead by implementing a programme of radical change. When completed, this programme will enable the management team to use our people resources more effectively, and (35) . so doing facilitate theimplementation of our company,s business

52、 plan. You will be involved in all aspects of human resources activity, including providing advice and guidance to your business partners and policy development, in (36) . toimplementing any training and development initiatives the company may launch from time to time.We are looking fortalented indi

53、viduals(37) . goodgeneralist grounding has been gained in a customer services or customer-focused environment where your flair and ideas(38) . currently being underused. You must be able to influence business decisions from a human resources perspective and create innovative solutions. You should alsobe a r