劍橋BEC高級(jí)真題第三輯TEST4

1、無(wú)READING1 hourPART ONEQuestions 1-8劍橋BEC真題集高級(jí) 第三輯Test 4Look at the statements below and at the five extracts from a newspaper article ontheopposite page about people who have set up their own internet companies.Whichextract(A, B, C, D or E) does each statement 1-8 refer to?For each statement(1-8), m

2、ark 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:0These people sought help to forecast their likely cashflow.10ABCDE1 These people havenot paid themselves out of their companys income sofa

3、r.2 These people had knowledge which they wanted to exploit in a different type ofcompany.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 to advertisin

4、g.6These people felt that they could improve companies 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 andStephanie both wanted a complete career change. Selling childrens g

5、amesover the internet seemed a foolproof idea, but their biggest challenge was to securefinancial backing. First they contacted numerous venture capitalists, but from theresponse of the few that would even talk to them, they realized they would getnowhere until they had spelt out in detail how they

6、intended to turn their concept intoreality. So the next step was to work with a group of start-up consultants, to devise abusiness plan making their expected revenue streams more precise.無(wú)BSUREKSue and Dereks plan was to sell clothes over the internet. After a shaky start,leadingto serious cash flow

7、 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 in traffic, and combinedthis with intensive publicity outside the internet. Within six mont

8、hs 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 and Sue were keen to

9、translate 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 businesswith astrong marketing proposition, they started offeri

10、ng marketing services to other smallonline businesses.DSUPERGIFTSMichael and Tony set up a company to sell upmarket gifts, such as glassware andporcelain, online. The niche market they have identified is professional and affluent, agroup which their research revealed is increasingly internet literat

11、e, is looking forexceptional goods at the right price and has high service expectations. A low-levelmarketing campaign generated more than 2000 customers, with a high-value averageorder. The entire system from web order to delivery is proving to be highly successful,with all orders being fulfilled w

12、ithin the advertised five days without any returns orbreakages.EABBIESThe first phases of the companys growth have been funded through a mix of personalinvestment, foregone salaries and bank overdraft. The next phase will be crucial.Their biggest challenge will be to distinguish themselves from a pl

13、ethora ofcompetitive sites, most of which are spending far more than they are. To stand outfrom 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. Thecompanys total marketing vision will bethe k

14、ey to success.PART TWOQuestions 9-14Read the article below about consumersattitudes to goods described aspremium. 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 yourAnswer Sheet. Do not use any letter more than once.無(wú) There is

15、an example at the beginning, (0).Shoppers wary ofpremiumgoodsOne of the marketingindustrys favouriteterms ispremium usually taken tomean luxury or top quality. The idealis to create a premium car, wristwatch orperfume something that appears totranscend the ordinary. (0)HHowever, manufacturers should

16、 take noteof arecent surveyofshoppersattitudesto so-called premium goods. (9)Infact,the tagseemstohavebecomedevalued by overuse. Consumers of allsocio-economicbackgroundsareverykeen to buy the best- but not all productcategories lend themselves to a premiumstatus.Premiumcan be usedinanycategory wher

17、e image is paramount, andthat includes cars, toiletries, clothes andelectronics.(10)Bankingandinsurancearetypicalofthissecondgroup.More than 70 per cent of consumersinterviewed in the survey said that apremium tag on everyday items such ascoffee or soap is an excuse to chargeextra for products that

18、dontalways haveextra benefits. (11)The prevalenceof such a suspicious attitude makes lifehard for the marketers.Whilethe word luxury had a clear anddefinable meaning among respondents most related it to cars premium wasfound to be harder to define. Oddly, theonly category apart from cars wherepremiu

19、mwasunderstoodtomeansomething specific was bread. (12).Severalrespondentssaidtheywouldnever pay much for a standard sliced loafbut on special occasions would happilypay double for something that qualifies asa treat.Packaging was found to be an importantfactor in charging extra for premiumproducts,wi

20、thsophisticateddesignenabling toiletries, electronics or fooditems to sell for far more. Shoppers arewilling to pay extra for sometl1ing thathas had thought put into its outwardappearance. (13)Yet the knowledgehas no impact on their choice.Theprofitmarginonpremium-pricedtoiletries and beauty items c

21、an be asmuch as 300-400 per cent and inexcess of 500 per cent for hi-H and otherelectronic goods. (14). In a crowdedmarketplace such as cars or mobiles,itsfarmoredifficulttoachievethistransformation than you might think.Example:0ABCDEFGHAThe term is less effective, however, in areas where style and

22、fashion play asmaller role.BThe product hidden behind this attractive exterior may be exactly the same as anitem selling for half the price, and shoppers may be quite aware of this.CThe results suggest that the termpremium means very little toconsumers.DA fifth of them went further, and dismissed th

23、e very word as simply a way ofloading prices.EIt follows that price and utility are not the only factors in play when it comes topurchasing decisions.無(wú)FWith such an incentive, the challenge for marketers is to find the triggers that canturn an ordinary product into something consumers will accept as

24、 premium.GThe survey found that consumers were prepared to pay top prices for specialityitems, just as long as prices for everyday products remained low.HWhen they succeed, marketers are able to charge high prices for the resultingproduct.PART THREEQuestions 15-20 Read the following profile of Bruce

25、 Petter, the new Director of the ManagementConsultantsAssociation (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 not always beenanexecutive.Hestartedhiscareer pumping petrol at a fillingstation, as he exp

26、lains: AfterIleft the army, my friendsfather,who was Managing Director of apetrolcompany,recommendedthat I go into the oil industry. Mygreat-uncle was running our ownfamily petrol company, and Ilearnttheropesatapetrolstation. I subsequently marriedthe daughter of the MarketingDirector but this did n

27、ot makefor the happiestof scenarios.Depending on which side of thefamilytheycamefrom,myrelativesthoughtIshouldsupport either my greatuncleormyfarther-in-law,soIdecided the time had come forme to leave the warring factionsto fight it out among themselvesand moveon.He became founding Director ofthe Pe

28、trol Retailers Association.But after a few years he decided,I was getting to the stage whereI wanted to move on again, sowhenIheardabouttheManagementConsultantsAssociation(MCA)post,Ipeople with mainstream businessinterests together. The associationhad 30 member companies at thetime,representingalarg

29、eproportion of the best-knownnamesinthe sector, and theyallwanted to have a look at thisindividualwhohadappliedtorepresent their interests, so I sawan awful lot of the membership.His principal area of expertise, hefeels,isinrunningatradeassociation and the briefing that hehas been handed suggests th

30、at thiswillbeofprime value.If youwere to ask me if I was ever goingtobeanexpertmanagementconsultant, the answer would beno. But I am, I hope, able toarticulatetheirviews,topushthrough policies they want to seein operation and to improve theirimage.Ihopetomakemanagementconsultancyapowerful voice in g

31、overnment andindustry.ThePresidentoftheMCAconfirms what landed Petter thejob.Wesaw a lotofpeople, buttherewerethreethingsinparticular that impressed us aboutBruce. His experience of running alarge but also some considerablysmaller firms. We are also awarethat management consultancy isnotalwaysportra

32、yedinafavourable light and he has donequite a bit of work on publicimageandhassomeverypositive viewsin thisarea.So, Mr. Petter has taken overfromretiringDirectorBrianORorke,and a change of moodis now in theair. ORorke was atthe helm for 13 years and hissuccessorisreticentwhenitcomes to predicting ho

33、w his ownapproach will differ. Brian dida magnificent job of sustainingthe Association,of holding ittogether through thickandthin.Idetect a but in hisvoice. But?Ithinkifyou askanybody whoor what the MCA was under hisdirection, the temptation wouldbetosayBrianORorke.Petter feels his own style will be

34、very muchdetermined by theobjectives of the members: hesees himself as a channel forthoseaims.Idontwant theMCA to be perceived as BrucePettersempire,butratherthemembers empire, he says.Mr無(wú)applied.He was aware that the selectionprocess for the head of any tradeassociation would, by definition,be prot

35、racted because of thedifficulty of getting very busytrade association was key and itseemed to us that he had a goodunderstanding of how to relate toand inspire a membership made upof very busy partners, often in veryPetter clearly has a difficult taskahead, but many of his staff willwelcome a more o

36、pen, modernstyle and theres everyindicationhe will be a success.15 What do we learn about Bruce Petter in the first paragraph?AHe likes to 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.DAn awkward sit

37、uation influenced the development of his career.16 When Petter applied for the post of Director of the MCA, he knew thatA a decision was likely to take a long time.B not everyone in theAssociation was interested in him.C he would have to face intense competition.D some members would oppose his appoi

38、ntment.17 What does Petter believe he is able to change?A the views the MCAholds on industryB the way in which the MCAdecides on policyC how the MCAis perceived by other peopleD the MCAs relations with other trade associations18 Which of the following does the MCA President mention as a reason forap

39、pointing Petter?A his ability to motivate members of an associationB his experience of working in different tradesC his broad network of business contactsD his previous work in management consultancy19 The writer notices that, when Petter talks about his predecessor, heA expresses some regret for ho

40、w theAssociation dealt with him.B thinks he had been there for too long.C questions changes he made within theAssociation.D indicates he has mixed feelings about his leadership style.20 Petter says his aim as Director of the MCAis toA modernise theAssociation.Bcarry out the Associationswishes.C set

41、an example of firm leadership to his staff.D expand the membership of theAssociation.無(wú)PART FOURQuestions 21-30 Read the article below about sickness at work in Britain. Choose the correct word to fill each gap from A, B, C or D on the opposite page. For each question (21-30), mark one letter (A, B,

42、C or D) on your Answer Sheet. There is an example at the beginning, (0).Sickness atworkSmall firms are counting the (0)Aof sickness among employees. Researchestimates 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 medi

43、umenterprises revealed that last year the average small business lost around 42 daysthrough staff phoning in sick, and that this had a serious (23)on 27 per cent ofsmaller 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 mor

44、e than one occasion. InBritain, employees can take sick (25)for up to a week before they have toproduce a medical certificate. Ownermanagers were far less likely to be off sickthan their staff: 3.3 days on average, compared with the 10 days taken by employees.Theheadofthe research team said, The mos

45、t common(26)of absence wasminor illness, such as colds or flu, but back strain, fractures and the like(27)for very nearly as much. Of greater (28)is that more that 40 percent of employersfelt that their employees sickness may not have been genuine.Employers can do more to protect themselves by drawi

46、ng up adequate (29)ofemployment that outline the companys sick pay(30). Enhanced sick pay isthen at the employersdiscretion.Example:AcostB priceC chargeD expense0ABCD21 A capacity22 A reportB productivityB enquiryC capabilityC statementD efficiencyD survey23 A resultB consequenceC impressionD impact

47、24 A rowB lineC seriesD sequence25 A leaveB breakC timeD absence26 A reasonB symptomC causeD motive27 A contributedB accountedC totaledD credited28 A concernB anxietyC regardD bother29 A detailsB itemsC particularsD terms30 A ideasB notionsC policiesD intentions無(wú) There is an example at the beginning

48、, (0).PART FIVEQuestions 31-40 Read the job advertisement below. For each question (31-40), write one word in CAPITAL LETTERS on yourAnswer Sheet.Examples:0ONEEmpleymentwith Kinson plcStaffSupportAdvisersrequiredWe are a newly-formed division of Kinson plc, (0) . oftheUKslargest quoted companies, an

49、d providebusinesscustomers (31) . solutions that combine leadingedgee-commercetechnologyandanintegratednationwidecustomer support network.The formation of this new division has created a number ofexciting and challenging roles within the call centres of two(32) . our seven sites. We have vacancies (

50、33) .Staff Support Advisers. Working closely with the BusinessManagers, your job will (34) . to gear the business upfor the challenges ahead by implementing a programme ofradical change. When completed, this programme willenable the management team to use our people resourcesmore effectively, and (3

51、5) . so doing facilitate theimplementation of our companys businessplan. You will beinvolvedinallaspectsofhumanresourcesactivity,including providing advice and guidance to your businesspartnersandpolicydevelopment,in(36).toimplementing any training and development initiatives thecompany may launch f

52、rom time to time.We are looking for talented individuals (37) . goodgeneralist grounding has been gained in a customer servicesor customer-focused environment where your flair and ideas(38) . currently being underused. You must be able toinfluencebusinessdecisionsfromahumanresourcesperspective and c

53、reate innovative solutions. You should alsobe a resilient, adaptable team player; as (39) . as havinga track record of coaching others. In return, an excellentsalaryand benefitspackageis(40).offer:Thesuccessful applicant will have the advantage of outstandingopportunities for personal development an

54、d advancement.PART SIXQuestions 41-52無(wú) Read the extract below from the annual report of a bed manufacturer. In most of the lines (41-52) there is one extra word. It is either grammaticallyincorrect or does not fit in with the sense of the text. Some lines, however, arecorrect. If a line is correct,

55、write CORRECT on yourAnswer Sheet. If there is an extra word in the line, write the extra word in CAPITAL LETTERSon yourAnswer Sheet. The exercise begins with two examples, (0) and (00).Examples:0CORRECT0GREATERCHIEFEXECUTIVESREVIEW0The prime focus for management recently has been the integration in

56、to the Group of0Damon Beds. This acquisition is very much greater part of our strategy to grow our41presence in the UK branded furniture market. We are neither convinced that42leveraging the proven brand management expertise of which we are proud is the43optimum route to continued and sustainable gr

57、owth in shareholder value. Overall,44sales grew more quickly than 9%, to reach 125 million. This represents a small45increase in market share such as our strategy to build share in growing, added value46sectors gains momentum. Our established brands had another excellent year with47volumes and turno

58、ver at record levels. While we have increased capacity to cope with48significantly increased demand, boosted by the return to television advertising in early49last year. The purpose of the campaign is how to reinforce our position as theUKs50leading volume bed business by improving brand awareness s

59、till further on and, more51importantly, communicating to consumers regarding the message about the uniqueness52of the product and yet the benefits and reasons for choosing our beds. Early indicationsshow that the campaign is already having the desired effect.WRITING1 hour 10 minutesPART ONEQuestion

60、1 The bar chart below shows the profits made by each of a companys three factoriesfor each quarter of the year 2003. The pie chart shows the number of workers ineach of the factories during that year. Using the information from the charts, write a short report describing the trends inprofits and the