剑桥BEC真题集 第三辑 中级 Test 1

BEC真题第三辑中级Test 1 READING 1 hour

PART ONE

Questions 1-7

●Look at the statements below and the advice of four market experts on the

opposite page.

●Which expert’s advice (A, B, C or D) does each statement (1-7) refer to?

●For each statement (1-7), mark one letter (A, B, C or D) on your Answer Sheet.

●You will need to use some of these letters more than once.

1It would be advisable for Flacks to consult customers before developing a new product.

2Producing goods for specialist markets might increase FIacks’ profits.

3Flacks may need to change the function of one of its facilities.

4Flacks should utilise its current expertise to enter a different market.

5Flacks may need to consider closing its current production facility.

6Flacks should develop the connections it has established with leading retailers.

7 Expanding the product range would not be a problem for the workforce.

Flacks is a UK-based company that produces fashion accessories for

women. How can it continue to grow its business?

A Susan Falmer

Faced with a shrinking market, cheap imports and competitive pricing, Flacks will have

to work hard to increase its margins. They need to move into a more promising market,

one where demand is growing and where the company can exploit existing skills and contacts. They could think about brand extension - this would not be a giant leap and

the sales force would take it in its stride. Also, the y wouldn’t need to re-equip their

factory and could use non-UK sourcing if facilities here are in short supply.

B Mesut Guzel

They have the fundamentals of a survival strategy in a market where outsourced

manufacture and brand differentiation hold the key to success. I think they should

initially locate some of their production in another country, where manufacturing

quality tends to be better and it is easier to meet changing customer demands. But they

should also regularly monitor production in Britain and think about outsourcing all this

work abroad at some point if they need it done faster. The company should continue 1

to work on innovative products, and thorough market research will help to ensure any T

new ideas are well received.

C Gary Wilmot

ln order to beat their rivals in a highly competitive market, Flacks should ensure their

products are attractive and build on their relationships with the big stores rather than

trying to go it alone and market directly. They should also consider refocusing

production by using their UK factory for high-specification products. They could

eventually build more production overseas in a cycle of continuous development.

D Michal Kaminski

The demand for fashion acessories is relatively flat and the company should consider exploiting niche markets to improve its margins. But even within these, Flacks must distinguish its goods from those of its rivals in terms of quality, performance and

design. Innovative sales, marketing and PR are vital to exploit these niche products. One competitive advantage that Flacks does have is production times. Many retail chains

now have two-tier supply chains and Flacks could focus on t0p-up orders. They might

also investigate other sales channels such as mail order.

PART TWO

Questions 8-12

●Read the article below about evaluating the work of company directors.

●Choose the best sentence from the opposite page to fill each of the gaps.

●For each gap (8-12), mark one letter (A—G) on your Answer Sheet.

●Do not use any letter more than once.

●There is an example at the beginning, (0).

EVALUATING THE PERFORMANCE OF THE BOARD

Few employees escape the annual or twice-yearly performance review. (0) .....G.... . The answer is not a great number. And the smaller the company, the fewer checks there are on how well the

directors are doing. Some of the largest companies formally assess the performance of their board, but very few new or growing companies have managed to get round to establishing any such procedure.

Many business experts believe, however, that it is important for all companies to review the

performance of the board. (8) ............ . Another reason is that the board itself needs information on how well it is doing, just as much as other employees do. For the chief executive, appraisal of some sort is absolutely essential for his or her own sake and for the good of the company. Indeed, many of those who have reached this level remark on how

lonely the job of chief executive is and how few opportunities they get to discuss issues relating to it.

There is some evidence to show that once smaller companies put a board appraisal process in place, they find this process relatively easy to operate. (9) ............ . Their counterparts in larger organisations. however, are often afraid that appraisals could be a challenge to their status.

So, how should companies assess their board? (10) ............ . At a very basic level, this could simply mean getting all the directors to write down what they have achieved and how they can improve on it. At the other end of the scale is the full ‘360-degree’ appraisal. Here, each director is appraised in a systematic manner by a combination of the chairman and fellow directors.

In the largest companies there are many methods for assessing the board. A number of such companies have self-assessment schemes. The chairman may meet each board member individually to ask how things are going, in a fairly informal way. The whole board might also meet to talk about its progress in open session, (11) ............ . These might ask for people’s opinions on the board’s main tasks or on how well the committees are working.

Research indicates there has been some improvement in the way the appraisal of board

members ls conducted. (12) ............ . The chairman will have been involved directly or indirectly in the appraisal of all members of the board. Whose job is it, then, to appraise the chairman?

Example:

A It is often the case that the directors of such companies are even happy to receive criticism, as this can prevent them from making basic mistakes.

B The rest of the workforce sees it as unfair if the directors are the only members of the company to escape appraisal.

C These are encouraging as they put a limit on the power of the chairman to assess fellow directors.

D Alternatively, questionnaires might be distributed to directors, forming the basis for

future discussion.

E One issue remains, however, when all the others have been dealt with.

F lt is generally agreed that it is the chairman’s responsibility to ensure the regular appraisal of each member of the board.

G However, one wonders how many companies have in place a formal appraisal process

for their board of directors.

PART THREE

Questions 13-18

●Read the article below about British companies and their performance in the American

market, and the questions on the opposite page.

●For each question (13-18), mark one letter (A, B, C or D) on your Answer Sheet.

BRITISH COMPANIES CROSS THE ATLANTIC

Next month a large group of British business people are going to America on a venture which may generate export earnings for their companies' shareholders in years to come. A long list of sponsors will support the initiative, which will involve a S3-million media campaign and a fortnight of events and exhibitions. The ultimate goal is to persuade more Americans that British companies have something to interest them.

While there have been plenty of trade initiatives in the past, the difference this time round is that considerable thinking and planning have gone into trying to work out just what it is that Americans look for in British products. Instead of exclusively promoting the major corporations, this time there is more emphasis on supporting the smaller, more unusual, niche businesses. Fresh in the memories of all those concernedis the knowledge that America has been the end of many a large and apparently successful business. For Carringtons, a retail group much respected by European customers and investors, America turned out to be a commercial disaster and the belief that they could even show some of the great American stores a retailing trick or two was hopelessly over-optimistic.

Polly Brown, another very British brand that rode high for years on good profits and huge city confidence, also found that conquering America, in commercial and retailing terms, was not as easy as it had imagined. When it positioned itself in the US as a niche, luxury brand, selling shirts that were priced at $40 in the UK for $125 in the States, the strategy seemed to work. But once its management decided it should take on the middle market, this success rapidly drained away. lt was a disastrous mistake and the high cost of the failed American expansion plans played a large role in its declining fortunes in the mid—nineties.

Sarah Scott, managing director of Smythson, the upmarket stationer, has had to think long and hard about what it takes to succeed in America and she takes it very seriously indeed. ‘Many

British firms are quite patronising about the US,' she sa ys. ‘They think that we’re so much more sophisticated than the Americans. They obviously haven't noticed Ralph Lauren, an American who has been much more skilled at tapping into an idealised Englishness than any English company. Also, many companies don't bother to study the market properly and think that because something’s successful in the UK,it’s bound to be successful over there. You have to look at what you can bring them that they haven’t already got. On the whole, American companies are brilliant at the mass, middle market and people who’ve tried to take them on at this level have found it very difficult.’

This time round it is just possible that changing tastes a re running in Britain‘s favour.The enthusiasm for massive, centralised retail chains has decreased. People want things with some sort of individuality; they are fed up with the banal, middle-of-the-road taste that America does so well. They are now looking for the small, the precious, the ‘real thing’, and this is precisely what many of the companies participating in the initiative do best.

13 The main reason that the British business people are going to America is to

A encourage American consumers to buy their products.

B analyse how American companies attract media coverage.

C look for financial backing from American investors and banks.

D investigate how British and American companies could form partnerships.

14 In the writer’s opinion, the proposed venture will be different to previous ones

because

A fewer British business leaders will be making the trip.

B less well-known companies will be better represented.

C the larger companies have decided they will not be participating.

D it involves research into how British companies market themselves.

15 The writer states that Carringtons was wrong to

A be cautious about trading in America.

B borrow money from its European investors.

C assume it was superior to American rivals.

D ignore the advice of its American managers.

16According to the writer, Polly Brown’s mistake occurred when it

A continued to trade despite making a loss.

B attempted to attract a different type of customer.

C tried to break into too many markets at the same time.

D expected American consumers to pay British prices for goods.

17 Sarah Scott states that British companies hoping to succeed in America should

A focus on a gap in the market.

B be less concerned with their image.

C concentrate on selling products in the mid-price range.

D carry out research into the pricing policies of American companies.

18The writer suggests that success in America depends upon

A adopting a more American approach to marketing.

B persuading the mid-range consumer to pay for quality.

C copying the strategies of American companies.

D building a reputation as a supplier of unique goods.

PART FOUR

Questions 19-33

● Read the article below about plans for a new telephone banking centre.

● Choose the best word to fill each gap from A , B , C or D on the opposite page. ● For each question (19-33), mark one letter (A , B , C or D ) on your Answer Sheet. ● There is an example at the beginning, (0).

19 20 21 22 23 24 25 26 27 28 29 30 31 32 33

PART FIVE

Questions 34-45

● Read the text below about how consumers decide what to buy.

● ln most of the lines (34-45) there is one extra word. lt is either grammatically incorrect

or does not fit in with the meaning of the text. Some lines, however, are correct. ● lf a line is correct, write CORRECT on your Answer Sheet.

● If there is an extra word in the line, write the extra word in CAPITAL LETTERS on

your Answer Sheet.

● The exercise begins with two examples, (0) and (00). B plant

B invested B engaging B teamwork B improve B uniform

C function C funded C containing C enterprise C grow C extensive

D situation D paid D involving D collaboration D advance D universal

A facility A assisted A consisting A venture A benefit A inclusive

A help A facts A acquire A necessitate A reorganisation A announcement A method A achieved A mind

B contribute B reasons B gain B ease B reassignment B publication B step B taken B regard

C provide C data C attract C support C relocation C notice C point C drawn C account

D combine D evidence D win D enable D replacement D acknowledgement D action D earned D note

WRITING 45 minutes

PART ONE

●You have been informed that next Wednesday your company’s computer system will be

closed down so that improvements can be made.

●Write an email to all staff in your department:

?saying what time on Wednesday the system will be closed down

?suggesting how staff should prepare for this

?saying how the system will be better after the improvements.

●Write 40-50 words.

PART Two .

●You work for PJT Ltd, a manufacturing company. You need more staff in your department and

your line manager has asked you to write a report explaining why.

●Look at the information below, on which you have already made some handwritten notes.

●Then, using all your handwritten notes, write your report.

●Write 120-140 words.

LISTENING 40 minutes (including

10 minutes’ transfer time)

PART ONE

Questions 1-12

●You will hear three telephone conversations or messages.

●Write one or two words or a number in the numbered spaces on the notes or forms below.

●After you have listened once, replay each recording.

Conversation One

(Questions 1-4)

●Look at the notes below. t

●You will hear a woman calling a colleague about a factory visit.

Conversation Two

(Questions 5-8)

●Look at the form below.

●You will hear a woman calling a recruitment agency.

Conversation Three (Questions 9-12)

● Look at the notes below.

● You will hear a journalist phoning the Managing Director of Shipton's Foods

about his firm’s website.

PART TWO

Questions 13-22 Section One

(Questions 13-17)

● You will hear five short recordings.

● For each recording, decide what the speake r’s strategy is for success in management. ● Write one letter (A-H ) next to the number of the recording. ● Do not use any letter more than once.

● After you have listened once, replay the recordings. 13 ..............................

14 ..............................

15 ..............................

16 ..............................

17 ............. L ................

Shipton's Foods Company website is maintained by their (9) ................................................................. .......................................................................................................................................... Main function of site is to give information about their (10) ...............................................................................................................................to trade customers. The company currently has plans for(11) ........................................................................................................................................................................................................................................................................ Priority for developing website: it must be (12) .............................................................. ..........................................................................................................................................

Section Two

(Questions 18-22)

● You will hear another five recordings.

● For each recording, decide what the speaker’s main reason is for makin g the phone call. ● Write one letter (A-H ) next to the number of the recording. ● Do not use any letter more than once.

● After you have listened once, replay the recordings.

18 ..............................

19 ..............................

20 ..............................

21 ..............................

22 ..............................

PART THREE Questions 23-30

● You will hear Sophie Garland, the General Manager of Daylong Leisure Centres, and James

Pinot, the Operations Manager, discussing problems at the Nottingham centre. ● For each question (23-30), mark one letter (A , B or C ) for the correct answer. ● After you have listened once, replay the recording.

23 What does Sophie say about the Nottingham centre's problems?

A She doesn’t know what has cau sed them.

B She hadn’t expected Nottingham to have problems.

C She doesn’t think they will continue for long.

24 James says the European division solved a similar problem by

A closing some centres.

B advertising the centres.

C investing in the centres.

25 Sophie proposes that the Nottingham centre should

A be sold to a company in a different sector.

B continue to operate as a Daylong Centre.

C remain a leisure centre but under different ownership. 26 James believes that the main cause of the problem is

A a change in consumer tastes.

B the design of the centres. C

the economic situation.

27According to Sophie, advertising would

A take time to improve the figures.

B produce only temporary results.

C improve the company’s image.

28James suggests that part of the solution is to

A reduce opening hours.

B employ staff on lower wages.

C limit the promotional offers.

29 The Board wants to sell the Nottingham centre because

A the company’s share price has been falling.

B it would fetch a good price.

C they need to compensate for losses.

30 Sophie finally agrees to propose to the Board that they

A keep the centre running as normal.

B allocate money for extra promotions.

C give the centre a chance to reduce its costs.

You now have 10 minutes to transfer your answers to your Answer Sheet.

SPEAKING 14 minutes

SAMPLE SPEAKING TASKS

PART ONE

ln this part, the interlocutor asks questions to each of the candidates in turn. You have to give information about yourself and express personal opinions.

PART TWO

In this part of the test, you are asked to give a short talk on a business topic. You

have to choose one of the topics from the three below and then talk for about one

minute. You have one minute to prepare your ideas.

PART THREE

ln this part of the test, you are given a discussion topic. You have 30 seconds to look at the task prompt, an example of which is below, and then about three minutes to discuss the topic with your partner. After that, the examiner will ask you more questions related to the topic.

For two candidates

Staff Magazine

Your company is planning to introduce an internal magazine to keep

staff informed of company developments.

You have been asked to help plan the staff magazine.

Discuss the situation together, and decide:

●what type of information to include in the magazine

●which type of staff should contribute to the magazine.

For three candidates

Follow-on questions

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