剑桥商务英语中级考试试题及答案解析(三)

剑桥商务英语中级考试试题及答案解析(三)
剑桥商务英语中级考试试题及答案解析(三)

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一、中READING (PART ONE )(共7小题,共7.0分)· Read these sentences . · Which type does each sentence (1--7) describe? · For each sentence mark one letter A, B, C or D on your Answer Sheet.

第1题

A The dawning era of micromarketing holds great promise for consumer marketers and the U. S. economy. By adding hugely to the overall supply of advertising time and space, the increase of new communications channels can be expected to control ad-ate inflation. Figuring out the right way to send the right message to the right person at the right time is difficult, but important.

B The surprisingly impressive recent results of P&G suggest that targeting might also be a benefit to corporate productivity. In 2003, P&G spent $4.4 billion, or 10.1% of sales, on advertising. In 1998, the last time its spending reached 10%, unit sales volume rose by nearly 4%. Today, P&G unit growth rate is running closer to 9%. "They are spending about the same money and getting three times the lift."

C At the same time, the fading of the age of mass marketing poses a threat to the traditional mass media and their heavily ad-dependent business models: To date, network TV and its mass brothers have held tight to the lion's share of advertising, despite their decreasing audiences. Even as prime-time ratings fell by 41.5% from 1977 to 2003, network TV's advertising revenues rose nearly fivefold, why keep paying more for less? For a marketer looking to build brand awareness or to convey a simple, timely message to a big swath of the country, there is no effective substitute for mass media, particularly TV.

D Mass media's share of advertising is declining now as marketers boost spending on more targetable, narrowcast media. A recent study by a Wall Street firm predicts that the ad revenues of narrowcast media will grow at 13.5% a year from 2003 to 2010, while the mass media putter along at 3.5%—well below the projected 5.7% gain in gross domestic product, By 2010, as it is predicted, marketers will spend more for advertising on cable ($27 billion) and the Internet ($22.5 billion) than on network TV ($19.1 billion) or on magazines ($17.4 billion).

Although mass media are losing audiences, they still have the biggest market share of advertising.

【正确答案】:C

【本题分数】:1.0分

【答案解析】

[题干题点] …mass media are losing audiences…the biggest market share…

[对应线索] …the lion's share…decreasing audiences…

[答案精解] 题目意为:虽然大众传媒的受众人数正在减少,但是大众传媒在广告业中仍占据最大的市场份额。C 段指出“To date, network TV and its mass brothers have held tight

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t o the lion's share of advertising, despite their decreasing audiences.”该句中的lion's share 指的是“最大份额”,与题干中的biggest market share 表意相吻合。` 第2题

At present, a business model depending greatly on ads is facing challenge.

【正确答案】:C

【本题分数】:1.0分

【答案解析】

[题干题点] …business model depending greatly on ads…

[对应线索] …heavily ad -dependent business models…

[答案精解] 题目意为:目前,过多依赖广告的商业模式正面临着挑战。C 段指出“At the same time. the fading of the age of mass marketing poses a threat to the traditional mass media and their heavily ad-dependent busines s models.”即:大规模销售时代正在成为过去,这对传统的大众传媒以及过多依赖广告的商业模式是一种威胁。此句中的heavily ad-dependent business models 对应于题干中的business model depending greatly on ads 。

第3题

In the year of 2000, P&G spent less than 10% of sales on advertising.

【正确答案】:B

【本题分数】:1.0分

【答案解析】

[题干题点] …less than 10%…

[对应线索] In 1998, the last time its spending reached 10%…

[答案精解] 题目意为:2000年宝洁公司的广告支出不到其销售额的10%。B 段指出“In 1998, the last time its spending reached 10%…”即:1998年宝洁公司的广告支出最后一次达到(其销售额)的10%。根据文意可推断出:2000年的广告支出不到销售额的10%。 第4题

Enterprises have more choices when deciding where to broadcast ads.

【正确答案】:A

【本题分数】:1.0分

【答案解析】

[题干题点] …have more choices…

[对应线索] …adding hugely to the overall supply of advertising time and space…

[答案精解] 题目意为:企业在决定在哪儿投放广告时,有了更多的选择。A 段首先指出个体经营时代的到来为消费营销商以及美国经济带来发展希望。进而指出“By adding huge ly to the overall supply of advertising time and space, the increase of new

communications channels can be expected to control ad-rate inflation.”即:随着新的通信渠道的增加,广告时间和空间的总供应量增长巨大,从而有望抑制企业广告费用飙升的势头。其中,文中的adding hugely to the overall supply of advertising time and space 对应于题中的have more choices 。

第5题

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人邮第二辑真题TEST 1 READING PART 1 1 the contact between coach and employee not solving all difficulties at work 2 the discussion of how certain situations could be better handled if they occur again 3 a coach encouraging an employee to apply what has been taught to routine work situations 4 coaching providing new interest to individuals who are unhappy in their current positions 5 coaching providing a supportive environment to discuss performance 6 employees being asked to analyse themselves and practise greater self-awareness 7 coaching enabling a company to respond rapidly to a lack of expertise in a certain area Coaching A Coaching involves two or more people sitting down together to talk through issues that have come up recently at work, and analysing how they were managed and how they might be dealt with more effectively on subsequent occasions. Coaching thus transfers skills and information from one person to another in an on-the-job situation so that the work experience of the coach is used to advise and guide the individual being coached. It also allows successes and failures to be evaluated in a non-threatening atmosphere. B Coaching means influencing the learner's personal development, for example his or her confidence and ambition. It can take place any time during an individual's career. Coaching is intended to assist individuals to function more effectively, and it is a powerful learning model. It begins where skills-based training ends, and helps individuals to use formally learnt knowledge in day-to-day work and management situations. Individuals being coached are in a demanding situation with their coach, which requires them to consider their own behaviour and question their reasons for doing things. C The coach professionally assists the career development of another individual, outside the normal manager/subordinate relationship. In theory, the coaching relationship should provide answers to every problem, but in practice it falls short of this. However, it can provide a space for discussion and feedback on topics such as people management and skills, behaviour patterns, confidence-building and time management. Through coaching, an organisation can meet skills shortages, discuss targets and indicate how employees should deal with challenging situations, all at short notice. D Effective coaches are usually those who get satisfaction from the success of others and who give time to the coaching role. Giving people coaching responsibilities can support their development, either by encouraging management potential through small-scale one-to-one assignments, or by providing added job satisfaction to managers who feel they are stuck in their present jobs. A coach is also a confidential adviser, accustomed to developing positive and effective approaches to complex management, organisational and change problems. 这篇文章讲的是培训(coaching)的作用。培训对一个公司的发展和员工的成长都是至

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