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剑桥商务英语真题

剑桥商务英语真题
剑桥商务英语真题

READING SAMPLE PAPER

PART ONE Questions 1-7

·Look at the statements below and the comments given on the opposite page by mobile phone

retailers.

·Which section (A ,B ,C or D )does each statement 1-7refer 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.

1the need for retail staff to stay informed about the mobile phones they are selling 2the belief that the market will not sustain the present number of mobile phone retailers 3the use of mobile phones no longer being restricted to a specific group of people 4the relationship between charges and the number of mobile phone users 5a negative view of competing mobile phone retailers

6a comparison between change in the mobile phone industry and that in a different sector 7those services available at mobile phone outlets that

are not provided by other retailers

A

B

C

1

D

PART TWO

Questions8-12

·Read the article below about a survey of businesswomen staying in hotels.

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

·For each gap8-12,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).

Hotels Failing Businesswomen

Hoteliers should take note because they are facing serious criti?cism!Women account for more than half of all business travellers, but hotels are not doing enough for them.(0)G.These show that the number of complaints made about the way women guests are treated is increasing.

The Bartonsfield Hotel in London also conducted a recent sur?vey of UK businesswomen,which reveals that70%feel they receive an inferior service.(8).The attitude of hotel staff made them feel out of place in public areas;for example,62%chose to eat in their rooms because they were made to feel uncomfortable by staff when dining alone.(9).Four years ago,for example, a similar survey had revealed that a significant number of women travelling alone and wishing to use the hotel restaurant were actually turned away.

Many of the suggestions for improved services put forward by the Business Travel Association are relatively simple.(10). Placing tables in restaurants in a way that allows the head waiter to introduce guests to one another,so they can choose to sit together over a meal,was a further suggestion.Guests in the dining room would then have the opportunity to meet up with others who might, for example,be attending the same conference,or have the same business interests.

Wendy Manning,executive manager of the Bartonsfield Hotel, agreed with the Business Travel Association that hotel star ratings should be influenced by the level of service they offer to female business guests.(11).‘Our survey highlighted the unwilling?ness of many women to air their views if they are treated badly,’Wendy Manning pointed out.

A group of influential businesswomen recently met to discuss the results of the Business Travel Association questionnaire.They suggested that businesswomen should not hesitate to make it clear if they have a problem.(12).Once clients have gone,it is all too easy for the issue to be ignored by hotel managers,and it will also be forgotten by the overworked business executives them?selves.

Example:

0A B C D E F G

A The hotel staff assumed they should be booked into

the same room.

B But there is clear evidence that things are slowly

improving.

C This would enable women to make an informed choice

about a hotel,and they would not be placed in the

uncomfortable position of having to complain about

poor service.

D It is advisable for them to do this during their stay

rather than waiting until they check out.

E Making sure that facilities in guest guests is one such idea.

F Most of the women,when questioned further,thought 2

PART THREE

Questions13-18

·Read the article below about product life cycles and the questions on the opposite page.

·For each question13-18,mark one letter(A,B,C or D)on your Answer Sheet for the answer you choose.

Product Life Cycles and Sales Strategy

One of the most important concepts in sales management and marketing is that of the product life cycle.This is a historical record of the life of a product,showing the stage in its life the product has reached at a particular time.By identifying the stage that a product is in or may be heading towards,companies can for?mulate better marketing plans.All products have‘lives’in as much as they are created,sell with varying profitability over a period of time,and then become obsolete and are replaced or simply no longer produced.A product’s sales position and profitability can be expected to fluctuate over time and so,at each successive stage in the product’s cycle,it is necessary to adopt different tactics.

The two main features of the product life cycle are unit sales and unit profit.The unit sales figures usually jump on introduction, as a response to heavy advertising and promotion,as customers buy the product experimentally.This is generally followed by a levelling off while it is evaluated—the length of this period depending on the use to which the product is put.Then,unit sales rise steadily through the growth phase to the maturity phase,when the product is widely accepted,and so on to saturation level.By this time,com?petitors will have entered the market with their own version and, from this point,the sales team will have to work even harder to win all additional sales.Eventually,the product’s sales decline as better versions enter the market and competition becomes too strong.

In retrospect,most firms know what happened to compile this information from the records of unit sales.

Unfortunately,unit sales are not the complete story as it is unit profit that is the decisive factor,although this is not always record?ed accurately.It is this figure that sales management has to monitor, though,to ensure an effective marketing strategy and to produce ef?fective profits.

At launch,the product is costed accurately on the basis of pro?duction costs plus selling costs.Initially these remain fairly stable, but,when the product is proving successful,competitors will bring out their own‘copy?cat’products.With a competitor in the field,the original firm has to respond in order to maintain its market position. It can run special sales promotions,improve deliveries,make more frequent sales calls and so on.Often the extra expenditure is not accurately charged to the product and the result is that,long before unit sales are noticeably falling,the unit profit has already fallen.

The product life cycle,then,presents a picture of what hap?pened in the product’s‘lifetime’,so how can this be used as an ongoing aid to management decision?making?Every sales manager has a chart on which the progress of sales is plotted and this can be used as a guide to the stage of development each product is currently in.An essential management skill is being able to interpret sales results and draw in the stages as they occur.Deciding where each stage begins and ends can be a random exercise,though usually the stages are based on where the rate of sales growth or decline becomes pronounced.

that the reason for this was that they were female and travelling alone.

G This is evident from the results of a questionnaire distributed to hotel guests by the Business Travel Association.

13According to the text,the end of a product’s life cycle is marked by

A a sharp rise in production costs.

B the product becoming outdated.

C an increase in customer complaints.

D less support from sales management.

14What does the writer say about sales management in the first paragraph?

A Companies should spend more time on their sales planning.

B There are many managers who need to improve their sales performance.

C Most sales managers fail to recognise which stage a product has reached.

D The sales approach should change with each phase of the product life cycle. 15According to the text,a greater sales effort is required for a product when

3

Most presentations today (0)

B

on the use of some sort of technology,such as a laptop computer linked to a projector.While this

technology can help to (19)presentations better,it also has a (20)of getting in the way.As a general (21)

,it is better to

(22)

on the content of a presentation as a means of (23)

your audience’s attention,rather than relying on sophisticated equipment.

Bear in mind that when an organisation invites (24)for a contract,they may (25)

four or five presentations from different

companies on the same day.Each of these companies will probably be using the same computer graphics (26)

and the same equipment.

The chances are the presentations will be similar too.That’s why the content and

(27)

of what you say are important.Think about what you want to say and how to say it as clearly as

possible.As a first step,you need to (28)

the main points you want to get across.Audiences are easily bored and (29)

to re?

member only the most entertaining,exciting or unusual ideas.Next create your materials,choosing the images for your presentation carefully.Remember you do not want to stop your audience from listen?ing to you,nor do you want to (30)

them.

Finally,make all the necessary (31)

for the equipment you need.If technology is to be an important (32)

of your presen?

tation,make sure you know how to use it (33)

and test it out beforehand.

A it is particularly innovative.

B the advertising budget has been cut.

C rival companies start to produce something similar.

D consumer interest switches to a new product category.

16According to the text,a good marketing strategy must primarily be concerned with

A sales statistics.

B product details.

C consumer data.

D profit information.

17According to the text,profit levels may fail to correspond to the volume of sales because

A the full selling costs have not been taken into account.

B the production costs were not estimated correctly.

C there are unforeseen problems with distribution.

D there has been a lack of economic stability.

18What does the writer say about the charts that show sales progress?

A It is a matter of judgement where one sales phase finishes and another begins.

B Managers should review policy when a sharp fall in sales is indicated.

C It is difficult to see how sales charts can provide sufficient guidance to managers.

D Managers should get confirmation of the data they plot on the sales charts.

PART FOUR

Questions 19-33

·Read the advice below about the use of technology in presentations.

·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).

Guidelines for giving Presentations

4

Example:

A calculate

B depend

C determine

D lean

19A produce B make C construct D build 20A behaviour B habit C practice D routine 21A method B law C rule D course 22A focus B define C target D direct 23A gaining B acquiring C collecting D taking 24A requests B calls C bids D commands 25A appoint B programme C schedule D catalogue 26A parcels B packets C bundles D packages 27A formation B design C structure D system 28A catalogue B label C mark D identify 29A point B tend C lead D move 30A disorder B mistake C confuse D complicate 31A appointments B procedures C arrangements D organisations 32A share B role C function D element 33

A precisely

B suitably

C properly

D accurately

PART FIVE Questions 34-45

·Read the article below about a training company.

·In most of the lines 34-45there is one extra word.It is either grammatically incorrect or does not fit in with the

meaning of the text.Some lines,however,are correct ·If 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).

Examples

A

B

C

D

READING ANSWER KEY

Part One Part Two Part Three Part Four Part Five

1C8F13B19B34US

2A9B14D20B35STRICT 3D10E15C21C36THAT

4B11C16D22A37WITH

5C12D17A23A38CORRECT 6D18A24C39WHAT

7A25C40IT

26D41CORRECT

27C42WHILE

28D43CORRECT

29B44OF

30C45BEEN

31C

32D

33C

6

WRITING SAMPLE PAPER

PART ONE

·You are a regional sales manager for an international company.You have been asked to go to a meeting at your company’s head office.You cannot go,so somebody else will go in your place.

·Write an e?mail to Erica Young,who is organising the meeting:

·apologising for not being able to go to the meeting

·explaining why you cannot go

·saying who will go.

·Write40-50words.

·Write on the opposite page.

PART TWO

·You work for BusinessSpace plc,a company which rents fully serviced offices to other businesses.You have just received the fax below.

·Look at the fax and the other information below,on which you have already made some handwritten notes.·Then,using all your handwritten notes,write a fax in reply to Reinhard Mieter.

·Write120-140words.

·Write on the opposite page.

WRITING PART1

CANDIDATE A

I’m really sorry but I’m not able to go to the meeting at our company’s head office.I can’t attend because of previous arrangements which I can’t change.

Mr Jan Korwalski,a very good worker,will go instead of me.Please accept my apologies.

Marta Stefanska

WRITING PART2

CANDIDATE E

Dear Mr Mieter,

Thank you for your order by fax.I’d like to mention that I can offer you10%discount if you are booking for18?month period.

We have4offices left in Central Tower as you required but they are on different floors.Also there is no parking space available at the moment in Central Tower.I can offer you a very interesting alternative in Opera Place Building:

*4offices as you required on same floor

*300parking spaces and good public transport connections for your employees

*wonderful views.

Please think about this alternative and the discount I mentioned before.I look forward to hearing from you soon so I can make the booking.

Y ours sincerely,

8

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.·You will hear each recording twice.

Conversation One (Questions 1-4)

·Look at the notes below.

·You will hear a woman telephoning a conference centre office.

Conversation Two (Questions 5-8)

·Look at the form below.

·You will hear a man calling a computer supplier.

Conversation Three (Questions 9-12)

·Look at the notes below.

·You will hear a recorded message about a job vacancy.

LISTENING SAMPLE PAPER

9

PART TWO

Questions13-22

Section One

(Questions13-17)

·You will hear five short recordings.Five people are talking about a problem that occurred.·For each recording,decide what each speaker is talking about.

·Write one letter(A-H)next to the number of the recording.

·Do not use any letter more than once.

·You will hear the five recordings twice.

13

14

15

16

17

Section Two

(Questions18-22)

·You will hear five short recordings.Five people are talking about a problem that occurred.·For each recording,decide what each speaker is talking about.

·Write one letter(A-H)next to the number of the recording.

·Do not use any letter more than once.

·You will hear the five recordings twice.

18 19 20 21 22A making a complaint

B confirming information

C giving instructions

D changing an arrangement

E requesting information

F making a recommendation

G giving an invitation

H requesting advice

A losing a business card

B taking the wrong equipment

C arriving late for a meeting

D forgetting an address

E misunderstanding a message

F missing a presentation

G forgetting to make a phone call

H taking the wrong documents 10

PART THREE

Questions23-30

·You will hear a radio interview with JoséMartínez,the Director of Pizza Rapida,a pizza delivery chain in Spain.

·For each question23-30,mark one letter(A,B or C)for the correct answer.

·You will hear the recording twice.

23JoséMartínez became successful by

A taking over a well?known competitor.

B establishing an innovative retail business.

C gaining a reputation for high quality.

24Before JoséMartínez set up his pizza delivery service,he

A tested samples on potential clients.

B handed out product questionnaires.

C assessed demand in different areas.

25According to JoséMartínez,the Spanish fast food business

A is different from that of the U.S.

B has slowed slightly in its rate of growth.

C employs an increasing number of women.

26JoséMartínez wants his trainee managers to

A develop a competitive attitude.

B try out some of the shop?floor jobs.

C spend some time working abroad.

27JoséMartínez believes that at first people invested in Pizza Rapida because they

A were attracted by what the company offered.

B saw that the shares were performing well.

C thought food companies were a safe investment.

28JoséMartínez left the first company he worked for because it

A set the staff impossible targets.

B offered insufficient incentives.

C provided inadequate support.

29JoséMartínez finds that popular sports events

A are good places to advertise his service.

B raise brand awareness through team sponsorship.

11

C increase public demand for his products.

30What does JoséMartínez plan to do in the future?

A develop a chain of restaurants

B set up a franchise operation

C expand into the frozen food market

LISTENING ANSWER KEY

Part One Part Two Part Three 1SUCCESSFUL SELLING13F23B

2(THE)CENTRAL HOTEL14H24A

3PROFIT MARGIN(S)15G25B

4(£)40/FORTY16C26B

5(LASER/LAZER)PRINTER17E27A

6DISPATCH/DESPATCH COMPANY18F28B

7(ANY)CABLES19C29C

8(A)DISCOUNT20E30C

9(THE)PLANT MANAGER21H

10BUSINESS ADMINISTRATION22B

11FLEXIBLE

12NEGOTIABLE

TAPESCRIPT

PART ONE.QUESTIONS1TO12. Conversation One.Questions1to4.

M:Apex Business Centre.How may I help you? F:Hello.I’m calling about the seminar next week. M:Erm,which one?We have at least three on next week.Do you remember the name?

F:No,I,er...wait a minute,I know it’s on the twenty first of February.

M:Oh,yes,madam,that would be Successful Selling.

It’s a very popular seminar.

F:That’s the one!Now,can you tell me when and where it is,please?

M:Certainly.It’s being run from10till4,and it’s being held at the Central Hotel.It’s next to the University.

F:Oh,yes,I know where that is.

M:Now,could I also mention an additional session we’re offering on the day?There’s a workshop on

profit margins starting at four?thirty after the main

seminar.

F:Oh,that might be useful but I have a meeting to go to...anyway,how much is it?

M:There’s no charge for the additional session.The day costs a hundred and twelve pounds for each

participant.I can reserve a place for you now,if

you like.We do need to have forty pounds as a

deposit,and the balance on the day.

F:Yes,please.My name’s...

Conversation Two.Questions5to8.

F:Good morning.Hills PC Supplies.

M:Yes,hello.I want to speak to David Hills.

F:I’m afraid he’s away today.Can I take a message?

M:Well,ok.Tell him it’s James Firth,from Allen and Brown.

F:Certainly.

M:I’m really not happy at all.We ordered a laser printer from you last month and...

F:Let me just find the reference on that...ah yes, 12

HPC02345...on the twelfth of March...

M:Yes.Now,the first problem was the delivery.

It came several days after you promised.I don’t see why you use a despatch company if that’s what happens.

F:Oh dear.No.

M:And then,when we took it out of the box,we found you’d sent the thing without any cables,so we couldn’t even connect it up.If you think we’re going to pay this invoice in full...

F:Well,I am sorry,Mr Firth.I’ll check what went wrong and I’ll ask David to ring you.I’m sure he’ll want to talk about a discount.Will you be in this afternoon?

M:Yes.Well,good bye.

Conversation Three.Questions9to12.

F:Hello.Thank you for calling the Jefferson recruit?ment line.Here are details of our current job va?cancies.First of all,we are looking for a manu?facturing administrator to join a team led by the plant manager.This role involves monitoring all aspects of the production process,and will include some project work.

For this position you should have some relevant experience and a recognised qualification in business administration would be an advantage.

You need to be a good organiser,with excellent administrative skills.A high level of computer skills is essential.You must be able to work without supervision,and must be flexible when working with others,as the position supports other managers.You should be able to work to tight deadlines.

The hours are9to5,Monday to Friday.The salary will be negotiable.In addition we offer a benefits package including subsidised lunches,23 days’holiday and health insurance.

PART TWO.QUESTIONS13to22.

Section One.Questions13to17

M:It was just so embarrassing,the whole thing.I mean,being late’s one thing,and I had already got my secretary to phone through and leave a message to say I was running being schedule.But in the end I didn’t get there at all...and all the

other managers were there to see the team show

the project and its results.Oh well,that’s how it

goes,I guess...

F:Well,I’m certainly not going to forget that in a hurry!What a terrible mistake...It made the

whole meeting pointless,really.I can’t imagine

what they thought of me,sitting there with the

paperwork for another client.Very unprofessional.

I mean,I could still tell them the relevant facts,

but I couldn’t show them the actual contract.I

didn’t put it in my briefcase last night.

M:What a lost opportunity.I should’ve made a proper note in my diary where I would have seen

it instead of just on the back of an old envelope.

Anyway,it’s too late now.I just didn’t remember

and that’s that.They’ll have given the work to

someone else by now...I’d promised to ring

before midday if I was available.I really need to

be better organised.

F:I was so busy preparing all the equipment for the presentation that I didn’t notice the time passing.

So then I asked reception to call me a taxi...I

was still checking the papers when they rang to

say it had arrived...but I couldn’t believe it

when he didn’t know where the street was and

drove all over the place...they’d already started

without me by the time I finally got there.

M:Well,I thought it was a bit strange at the time, but I just took down what I thought I heard on

the machine,and then made out the order form

accordingly.It wasn’t till they called back to

query the quantity that we realised just what I’d

done.Still,we sorted it out before it was too late

so it wasn’t a disaster,after all.

Section Two.Questions18to22

F:I guess the main weakness is with the image of some of the products.I complained about this last

year.With our present strategy,we could find

ourselves having problems in the future.We need

to turn the situation around,work the market to

our advantage.What I’d suggest is a complete

review of the way we’re approaching the market.

I think we should get everyone together and

explore all the possibilities.

M:I’m very glad that you can come.I was worried that the invitations were so late that many key

people wouldn’t be able to make it.We do need 13

your input—your information is important.I understand you’re planning to come by train.The train service can be a bit of a problem,but if you go to Medford Central Station,it’s a direct line.That’ll take you to Tower Square—and if you give us a call when you arrive we’ll send someone to collect you.

F:When I first read the report,I was very disap?pointed.Our results are well below target,in spite of using the consultants,and all the new strate?gies we’ve been applying.I can’t understand it at all.In order to try and get clear what’s going on, I’m going to need input from various sections.

What I’d like from you,as soon as you can,is price comparisons for the different regions.I’ll al?so need a report on how useful the consultants’advice was.

M:No,I mean they’ve given me everything I asked for,so I can’t really complain about that.They even invited me to come over and check the figures for myself.But I’d rather try to go through them here with you,if you could spare the time.Perhaps you could tell me what you think would be the best thing to do.I’d be really interested in your views.Your experience means you must have dealt with this type of problem before.

F:I just thought I ought to let you know,that following the discussion we had last week about staffing levels,I took your recommendation to the Board.You’ve probably heard already that we agreed that we do need to create a new Area Manager’s position.I just wanted to let you know officially that it had been authorised.So now we can contact the recruitment agency and ask them to start looking around.They might have somebody on their books already.

PART THREE.QUESTIONS23to30.

F:Good evening and welcome to Business People.

We are fortunate to have as our guest tonight JoséMartínez,the founder and Director of Pizza Rapida.Joséwas brought up in America and started his working life there.Now he is one of the most successful entrepreneurs in Europe.How did he achieve this?Well,he began his rise to success in Europe when he launched his pizza delivery chain from a small shop in the Spanish

capital,Madrid,10years ago.By the late?nineties

he had succeeded in expanding the business to

over400outlets and in doing so,he has almost

transformed the eating habits of the nation.As a

result of this success,

he has recently been able to buy out his main

competitor and today,Pizza Rapida is well?known

for producing top?quality food at reasonable

prices.Joséis now one of the wealthiest men in

Spain.José,welcome to our studio.

M:Thank you.

F:Now,did you do lots of market research before you set up your pizza delivery service?

M:Well,not really.But I did do some basic re?

search to get the product itself right by giving

some away to teenagers in the neighbourhood.I

kept experimenting with the key ingredients until

they all thought the pizzas were great.

F:But surely Spain isn’t traditionally a fast food market,so why did you think a pizza home

delivery service would be successful?

M:Well,I just thought that the same trends which had caused the fast?food revolution in the US

were at work in Spain.For example,more and

more women were joining the labour market,

leaving them less time to shop and cook,so

families were beginning to think of fast food as

an attractive alternative to home cooking.The

sector grew incredibly quickly in the first few

years.It’s a little steadier now—still very

healthy though.

F:Great!So you must need an increasing number of staff—but what do you look for in your

managers?

M:I try to follow the American system and make sure my people get experience at all levels of the

business.I don’t want managers to come straight

from university to the office without doing the

basic jobs in the company first.

F:Pizza Rapida was floated on the Stock Exchange in1998.Was that a success,too?

M:Yes,it was amazing!

F:Why do you think Pizza Rapida attracted so much investment?

M:I think initially it was largely because the basic theory of home delivery pizzas was new,easy for

the general public to understand,and fun.Once

we were established,the shares started to take off. 14

And I’m happy to say that we’ve been the best performer on the stock market for two years and profits were up again by 45%last year.

F:What background did you have,or training,to

lead to this amazing success?

M:Sales basically.I started my working life as a

salesman for a soap company in America.After the initial three month training period,I managed to exceed the annual target they had given me,but I was so disgusted by the tiny bonus I was offered that I resigned and joined a competitor.Ten years later,they sent me to Spain to run their sales and marketing operation.

F:Does any aspect of the Spanish lifestyle help you

to promote your products?

M:Well,Spaniards are very keen on football,as you

know,and I think you have to be constantly aware of all possible opportunities.So now,when top teams are playing,I hire extra staff to deliver pizzas for the fans to eat while they watch the match on television.

F:That sounds like a real winner!And what’s next?M:Well,one option I was looking at was franchising

the operation but I decided I didn’t want to lose control,so what I’m seriously considering now is producing frozen pizzas and other food to sell to supermarket and restaurant chains.

F:Well,I wish you every success with that and

many thanks...

15

Task Sheet for Candidate A

Task Sheet1

A:WHAT IS IMPORTANT WHEN...?

Selecting applicants for a job

·Work Experience

·Personal Qualities

·

·

B:WHAT IS IMPORTANT WHEN...?

Choosing a new supplier

·Prices and Discounts

·Reputation

·

·

C:WHAT IS IMPORTANT WHEN...?

Aiming to improve production quality

·Up?to?date equipment

·Staff Training

·

·Task Sheet for Candidate B

Task Sheet2

A:WHAT IS IMPORTANT WHEN...?

Preparing for a job interview

·Studying the job advertisement

·Finding out about the company

·

·

B:WHAT IS IMPORTANT WHEN...?

Deciding whether to attend a conference

·Venue

·Speakers

·

·

C:WHAT IS IMPORTANT WHEN...?

Developing new products

·Market Research

·Costs Involved

·

·

SPEAKING SAMPLE TASKS

16

BEC中级真题3答案和听力原文

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