2021年BEC中级商务英语阅读模拟试题
When two brands are better than one
Elena Alvarez takes a look at the effectiveness of marketing partnerships
In the corporate world, rivalry is more common than co-operation. But increasingly; companies have been setting aside their differences; the new idea is that two brand names are better than one. Sharing databases, strategies and communication systems can be the most effective means of attracting customers. (G )This partnership will give it access to the utility company’s database of thousands of corporate clients, who will be offered special deals on all its products.
The philosophy behind such joint ventures is simple. In economically challenging times, marketing partnerships provide a cost-effective method of increasing brand awareness and sales. As one expert in the field puts it, ’Clever marketing partnerships allow brands to target the
right people, cutting down the above-the-line spend.’
(8) .....E....... It is better to simplify the
process and give them one focal point.
Recent research has indicated that marketing partnerships can be up to 27 per cent more productive than single company campaigns.(9) .......B..... In particular, it is ideal for bringing instant branding to companies that lack immediate consumer appeal.
One well-established UK phone manufacturer, ITB, was quick to realise this, and formed an alliance with 7a/fc a leading women’s magazine. The phone company has benefited from the strong branding of the magazine, which has its customer base among professional women in their early 20s.
(10) ....D........ This combined approach also offered ITB
a quick route into image enhancement, and this is true of many other marketing partnership deals. To give another illustration, it is no coincidence that some well-known cartoon characters are currently enhancing the image of Nasco household cleaning products.(11).....F.......And, of course, this strategy should also guarantee that
consumers’ children insist on these products rather than rival brands.
However, while association with a powerful brand can give a significant boost to sales, being connected to a devalued brand can have a negative result. The problems of one brand inevitably impact on the other in a partnership.(12).....A.......A company may take years to recover from this sort of bad publicity. Indeed, there are numerous examples of disastrous marketing alliances. In such cases, not enough thought has been given to the partnership and the reasons behind it, and it has brought little value to either the customer or the companies involved.
A In such circumstances, the effects are frequently major and can be long-lasting.
B Some experts therefore predict that this style of marketing will take up an increasingly large proportion of many companies’ total marketing budgets.
C Successful marketing partnerships can consequently bring a financial advantage even to small and struggling companies such as these.
D In return, its partner enjoys a broader distribution platform from which to promote its brand.
E With only a finite number of consumers in any target market, there is no need to overwhelm prospects with competing messages from different organisations.
F These are fairly standard items, but clearly the company hopes to transform them by broadening the associations consumers have with the brand.
G For example, Profit Plus, a large UK financial services company, has recently joined forces with a leading supplier of electricity.
这篇文章名为《When two brands are better than one》，两个品牌强于一个，讲的是市场合作(marketing partnership)的好处。第一段总论这种合作的好处，可以共享数据、策略和交流系统。第二、三段接着说市场合作的优势，好的市场合作可以使品牌对准正确的目标人群，同时提高生产效率。第四段是列举实例来说
明这种合作是怎样有利于双方的，第五段讲的是与一个贬值的品牌合作的后果。
第八题。第二段前面说市场合作提供了一种提高品牌知名度和销售的有成本效益的方法。然后一个专家指出市场合作可以使品牌对准目标人群，并削减线上支出。第八空的后面说使过程简化会比较好。整个这一段都是在讲市场合作的好处，从内容上看，E是最适合填入第八空的。但E选项的内容需要重点理解：任何一个目标市场上都只有有限的消费者，没有必要通过从不同的机构竞争信息的方式来赢得潜在客户。E的说法是从反面来证明市场合作的优势和必要性。prospects在这里是潜在客户的意思。
BEC商务英语高级真题及答案(5) In the last few years, managers throughout industry have seen more changes than many of them could have expected to see in their entire working lives having to communicate information which often leads to feelings of insecurity has become a key activity. From being regarded as relatively unimportant in many companies , management employee communication has become a central corporate need. Concordia International provides a good example of a company that has adjusted well to the changing needs for communication . since 1995 , Concordia has been turned inside-out and upside-down, to ensure that it is a marketing –led, customer-responsive business, one that looks outwards at customers and competitors, rather than inwards at its own processes and the way things were done in the past. In the last eight years, Concordia has reduced its workforce by more than 80.000 people - or 35% -on a voluntary basis, with further downsizing anticipated. From being an engineering company, Concordia is now remaking itself as a service company. The role of employee communication in such a context is to build people’s self-confidence, to persuade them that, although it is inevitable that the changes will go ahead, they also bring with them new opportunities for employees. However, this is not an easy task. People tend to be skeptical of these claims and to feel that they are losing touch with the company they have worked for over many years. This is understandable, since many of the old certainties are being swept away , including the core activities of the company they work for. Above all , they have had to face up to the fact that they no longer have a job for life. Research indicates that people respond to this predicament in a variety of ways. The bulk of employees fall into two main categories in terms of their response to the
新剑桥商务英语高级习题 答案 Last revision date: 13 December 2020.
English for Business Studies Key to Unit 01: The three sectors of the economy This unit covers a lot of basic vocabulary concerning developed economies much of it in an extract from a well-known British novel. It also discusses the evolution of the economy of most of the older industrialized countries, with the decline of manufacturing industry and its replacement by services. There is an extract from a magazine interview with an economist and an interview with a British Member of Parliament on this issue. 1a Vocabulary p09 Identify the most prominent features in this photograph, which illustrates various important elements of the infrastructure of a modern industrialized country. The photo clearly shows a large factory (the Unilever factory in Warrington, England) in the center, with more factories, industrial units, or warehouses in the top right-hand corner. The large factory seems to include some office buildings. Also visible are agricultural land (in the background; the land in the foreground doesn’t appear to be cultivated), a river, a railway and several roads, and housing, perhaps with a school in the center of the housing estate top left. 1b Reading p10 What is the key point that this extract is making about economies? The text suggests that most people take for granted the amazing complexity of the economic infrastructure. 1c Comprehension p11 lines 4-7, Robyn sees examples of all three. What are they? Tiny fields (the primary sector), factories (the secondary sector), and railways, motorways, shops, offices, and schools (the tertiary sector). long sentence from lines 12-28 lists a large number of operations belonging to the different sectors of the economy. Classify the 18 activities from the passage Primary sector: digging iron ore, mining coal. Secondary sector: assembling, building, cutting metal, laying cables, milling metal, smelting iron, welding metal. Tertiary sector: advertising products, calculating prices, distributing added value, maintenance, marketing products, packaging products, pumping oil, transportation. you think of three important activities to add to each list (not necessarily in relation to the kettle) Primary sector: farming (agriculture), fishing and forestry Secondary sector: manufacturing, transforming and processing Tertiary sector: financing, designing, retailing
全国职业能力测评考试 高级商务英语模拟试题（一） 第一部分模拟试题 I．In each of the following questions and select a different 1．A、bread B、dream C、lead D、team 2．A、hole B、none C、old D、fold 3．A、house B、south C、touch D、mouth 4．A、bush B、must C、rub D、truck 5．A、ease B、mean C、head D、heat II.The following example from the sentence chosen the right answer 6 、Adults sometimes envy children who play all the time they themselves have to work.rain or shine. A、while B、once C、since D、though 7、Talking to foreigners is fun if you the right time and place. A、locate B、consider C、choose D、decide
8、A person with the blood type AB can any type of blood. A、apply B、recognize C、receive D、absorb 9、In a second-hand bookshop ,Billy came across a book which he thought was certainly a edition. A、rare B、scarce C、seldom D、hardly 10、The red color can stimulate all our ,including appetite. A、thoughts B、worries C、senses D、desires 11、While I was waiting for her ,I killed time looking in the show windows. A、by B、with C、in D、over 12、Mrs.London has that she is unable to get a job. A、such small education B 、so little education C、a such little education D、a so small education 13、I come yesterday ,but I could not. A、was to have B、must C、ought D、have to 14、He treats it a request for information. A、for B、as C、like D、by 15、They promised each other when they went to work. A、get in touch with B、getting in touch with C、to get in touch with D、to get touch with 16、She was too shy to speak . A、in public B、in the public C、in a public D、at public 17、I often thought of my childhood, I lived on a farm. A、when B、which C、where D、who 18、I don’t like this hat.Please show me . A、another B、the other C、others D 、both 19、They shopping,when someone knocked at the door. A、are about to B、are to go C、were about to go D、were to go 20、He gained his by printing of famous writers. A、wealth; work B、wealthy ; works C、wealthy; work D、wealth;works III.The following example from the short space select the right answer Nobody wants to be 21 .Unfortunately our bodies can 22 problems.When we aren’t 23 ,our bodies tell us .Sometimes a part of our bodies hurts. When a part of our bodies 24 ,we say we have aches and pains. We can have aches and pains in 25 parts of the body. We call some simple 26 proplems“aches”.For example, we can have a headache,a toothache,an earache,a backache or a stomachache.Other simple problems are not 27 aches,so we describe them in different ways. For example,we can 28 a sore throat,a sore leg ,a sore toe. “Pain”is another word that we use to 29 a problem.We can have a pain in the chest, a pain in the shoulder or a pain 30 the back.A pain is strong. Also, a pain hurts in a specific place. When aches and pains aren’t too31 ,we can buy medicine in the drugstore . Usually small aches go away 32 .When pain is more serious ,we 33 to visit the doctor(or the dentist).The doctor asks us what our 34 are.The doctor may have to do tests or take Xrays to 35 what is wrong .Then he or she will tell us what to do. 21、A、sleep B、bad C、cold D、sick
BEC商务英语高级考试阅读真题 There have long been markets in tin, cocoa, silver and the like. There used to be security in thinking that somewhere there was a product, something you could touch and see. Now there are new markets in abstractions, trade in ideas and knowledge. Everyone has knowledge but there used to be no way to trade it ------except through jobs. That simple fact of economic life was the basis for white collar employment for centuries. The whole job culture grew up because there was no alternative way to sell knowledge , other then the worker or manager providing, for a fixed price, his or her knowledge to an employer to own or control. The quantity of knowledge provided has typically been measured in time. But today we stand at the threshold of a new era. The information economy has matured and become smarter. According to many business commentators, we are now living in a knowledge economy .There has always been a market for knowledge, of course. The publishing industry is based on it. But today the internet is making the distribution of knowledge ever easier. The days when the publisher decided what got published are over. Anyone with a PC and a modem can talk to the world. This is reducing the friction in the knowledge economy. Everyone has knowledge of whatever industry she or he is in. say you are a computer dealer, for example. Over the years your have complied a list of the ten best lowest price places to buy
初级商务英语阅读理解试题 为了让大家更好的准备商务英语BEC考试，给大家整理了初级商务英语阅读理解试题,下面就和大家分享，来欣赏一下吧。 初级商务英语阅读理解试题(1) A friend of mine was fond of drawing horse. He drew the horses very well,but he always began the tail. Now it is the Western rule to begin at the head of the horse, that is why I was surprised. It struck me that it could not really make any difference whether the artist begins at the head or the tail or the belly(肚子) or the foot of the horse, if he really knows his business. And most great artists who really kn ow their business do not follow other people’s rule.They make their own rules. Every one of them does his work in a way peculiar(奇特的) to himself; and the peculiarity means only that he finds it more easy to work in that way. Now the very same thing is true to literature(文学). And the question, "How shall I begin?" only means that you want to begin at the head instead of beginning at the tail or somewhere else. That is,
BEC商务英语高级阅读真题 The Negotiating T able You can negotiate virtually anything. Projects, resources, expectations and deadlines are all outcomes of negotiation. Some people negotiate deals for a living. Dr Herb Cohen is one of these professional talkers, called in by companies to negotiate on their??behalf . He approaches the art of negotiation as a game because, as he is usually negotiating for somebody else, he says this helps him drain the emotional content from his conversation. He is working in a competitive field and needs to avoid being too adversarial. Whether he succeeds or not, it is important to him to make a good impression so that people will recommend him. The starting point for any deal, he believes, is to identify exactly what you want from each other. More often than not,
2016年商务英语BEC高级阅读练习题及答案 1 A cautious approach can be used when calculating what a company is worth. 2 Consider personnel issues so that you have sufficient resources to fulfill your objectives. 3 In order to know if you can make a return on your investment, assess how you can add to thecompany you are buying. 4 Providing sufficient support for staff during the acquisition process can have a favourable outcome. 5 Take into account your long-term requirements to ensure you have the resources you need. 6 Even after investing some effort in the acquisition, it may still be necessary to withdraw. 7 Terms initially negotiated can be changed after the acquisition. Mergers and Acquisitions As Finance Director of plastics manufacturer VKT, Yvonne Maynart has overseen many successful takeovers A It is essential to build up a team to handle the acquisition so that your existing business can continue uninterrupted during the deal. It also helps to operate with spare capacity so that you can transfer people during the initial stages. A key person should be driving the acquisition process forward, although one person alone cannot assume responsibility for a large deal. It is clearly vital to do thorough research when identifying potential targets - but do not be afraid to walk away from a deal if you become aware of serious difficulties with a company you are targeting. B To decide on the value of any target business, you must first determine what contribution your acquisition can make to it. For example, you may be able to increase revenue through a more focused management team, or improve margins through greater purchasing power and lower costs. At VKT, we base our valuations on conservative assumptions - we also add in the risk element. This approach may be best, and it’s worth remembering that with listed companies, shareholders tend to have higher risk/reward expectations. C Developing relationships with finance providers is a key part of the finance director’s role. It is important to d raw up a good business plan to ensure backing from lenders in the early stages of the acquisition. Your loan application needs to be supported by detailed profit and cashflow projections. Make sure you factor in sufficient finance to
商务英语(BEC)考试高级阅读真题及答案题目 PART ONE Questions 1 – 8 Look at the statements below and at the five reports about companies onλ the opposite page from an article giving advice to self-employed consultants about negotiating fees for their services. Which book (A, B, C,D or E) dose each statement 1 –8 refer to ?λ For each statement ! – 8, make one letter (A, B, C,D or E) on your Answerλ Sheet . You will need to use some of these letters more than once .λ Example : 0 Lack of self-confidence will put you at a disadvantage in a negotiation . 0 A B C D E 1. This company has been involved in diversifying its business activities. 2. Although this company is doing well, it has a number of internal difficulties to deal with 3. This company has reduced the profits it makes on individual items 4. One statistic is a less accurate guide to this company’s performance than another 5. The conditions which have helped this company are likely to be less favourable in the future 6. This company’s share price has been extremely volatile over the last twelve months 7. This company is likely to be the subject of a takeover bid in the near future 8. This company’s performance exemplifies a widely held belief A
高级商务英语阅读 Supplementary Readings for Chapter 1 The Long March （1） Chinese Companies Establish Brand Awareness in Overseas Markets Top Band Weekly August 27, 2003 By Lynn Furrow, General Manager of The Hoffman Agency Beijing Office China exports a dizzying（令人眼花缭乱的）array of personal computers, DVD players, refrigerators, and consumer electronic goods… yet most people outside of China can’t name even one Chinese brand. As more and more Chinese enterprises push their goods into overseas markets, companies are now trying to change this. Legend Group（联想集团）, the largest computer manufacturer and a household name in China, is shooting to increase overseas sales from seven to 25 percent of its total revenue（总收入）. In expanding overseas, however, it encountered a branding dilemma: because other companies in many countries around the world have already registered “Legend”, the Chinese company was forced to devise（设计，想出）a new English name that could be used unrestrictedly（自由的）in markets worldwide. Thus on April 28th, Legend Group’s new English name “Lenovo” was born. Although it may offer a fresh
BEC中级reading part4选词填空题巧解 阅读第四部分应试技巧—完形填空题 （一）题型介绍 BEC Vantage阅读第四部分不仅是考查对文章的理解，还考查语法、词汇和结构，如词的搭配、固定短语等。考生首先必须阅读文章，了解文章的大意，在这个基础上再根据上下文确定最佳选择。具体而言，这部分主要考查考生以下三个方面：一是语法知识，主要包括时态、语态、虚拟语气、从句、强调句、倒装句等 二是词汇，包括近义词、形近词、介词搭配、形容词搭配、动词搭配、名词搭配等； 三是考生对语篇的理解和推理能力。 （二）解题技巧 以下是这部分常见解题技巧： 1．排除无关选项：把握文章的主题，将一些看上去和文章主题毫不相关的选项排除在正确答案之外。 2.把握文章结构：充分利用文章结构来做出选择。譬如总分结构，总述是分述的总结和概括，而分述又是对总述的展开。当一些未知填空出现在总述中时，解出这些填空的相关已知线索很可能出现在与其对应的分述部分。 3.积累商务词汇： 4.从文章衔接入手：如果填空题中需填人的词为名词，还需要确定其单数或复数形式。要特别注意填空题后面的代词，每个代词都会表明它所代表的名词或名词短语。因此，找到填空题后面的代词，对确定所要填入的名词有很大帮助。如果是动词，也应确定其相应
的形式，如是否用第三人称单数等。 （三）答题步骤 考生可按以下步骤做题： 1.把握文章主旨：细读文章首句。与其他阅读部分不同，完形填空的第一句一般不留空白（或者空白处是例子，答案已给），是完整的一句，全文信息从此开始，通过该句预测文章主旨。然后，快速浏览全文，阅读时要一气呵成，尽管有空格、生词或不明白之处，仍要快速读下去；注意找出关键词、核心词，划出承上启下的词组，以便于抓住文章主旨和线索，形成思路。 2.灵活选择答案：注意从上下文及其逻辑关系人手寻找最佳选项。先读所填词的句子及其上下文。如果一句中有两处空白，在做题时要“双管齐下”，在两处同时试填，然后通读全句，确定答案。如果答案一时难以确定，可从语法结构、词语搭配、上下文语境、习惯用法、词义辨析等方面，对选项逐一分析试填，从而排除干扰项，判定最佳选项。 3.速读填好的短文：考生在检查已填好的文章时应注意上下文的一致性，即时态语态的一致，代词、连词、单复数的一致；注意语法、惯用法、习惯搭配，看是否符合上下文的逻辑；同时也应注意段与段之间、句与句之间的衔接是否自然、连贯。 常考点： 1、固定搭配，尤其是动词固定搭配 2、动词加副词性小品词搭配 3、词的辨析 4、选在商务英语中经常考察的词，不要选自己不认识的词，不要想得太复杂 5、常考词 1）Base \basis On the basis of\be based on\customer base\manufacture base\skill base\use base其他情况使
剑桥商务英语高级真题阅读 为了让大家更好的准备商务英语BEC考试，给大家整理一下剑桥BEC商务英语考试高级真题,下面就和大家分享，来欣赏一下吧。 剑桥商务英语高级(BEC3)：阅读真题一 ·Look at the sentences below and at five passages taken from a book about famous management thinkers on the opposite page. · Which passage does each sentence refer to? · For each sentence 1 - 8, mark one letter A1 B, C, D or E on your Answer Sheet. · You will need to use some of these letters more than once. Example: He has developed his own company to promote his work. 0 A B C D E 1 Others in his field think very highly of him. 2 His ideas have spread beyond the business world. 3 He felt that people 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.
2017年商务英语BEC高级全真测试题七套Reading 1 hour PART ONE Questions 1 – 8 Look at the sentences below and at the five extracts from a book about staff appraisals and feedback on the opposite page . Which new item (A, B, C ,D or E) dose each statement 1 – 8 refer to ? For each statement 1 – 8 , make one letter(A, B, C ,D or E) on your Answer Sheet . You will need to use some of these letters more than once . 1 Genuine feedback would release resources to be used elsewhere. 2 Managers are expected to enable their staff to work effectively. 3 Experts are unlikely to facilitate a move to genuine feedback. 4 There are benefits when methods of evaluating performance have been negotiated. 5 Appraisals tend to focus on the nature of the face-to-face relationship between employees and their line managers. 6 The idea that employees are responsible for what they do seems reasonable. 7 Despite experts’ assertion, management structures prevent genuine feedback 8 An increasing amount of effort is being dedicated to the appraisal process. A