千里之行，始于第2頁(yè)/共2頁(yè)精品文檔推薦劍橋商務(wù)英語(yǔ)高級(jí)閱讀模擬題指導(dǎo)訓(xùn)練為了讓大家更好的預(yù)備商務(wù)英語(yǔ)BEC考試，我給大家整理了商務(wù)英語(yǔ)高級(jí)閱讀模擬題指導(dǎo)訓(xùn)練,下面我就和大家共享，來(lái)觀賞一下吧。

商務(wù)英語(yǔ)高級(jí)閱讀模擬題指導(dǎo)訓(xùn)練1

Althoughitisnothingnewforcompaniestobuildrelationshipswithcustomers,ithasgenerallybeendoneonaone-to-onebasis.Inrecentyears,however,technologicaldevelopmentshavemadeitpossibletobuildupindividualrelationshipswithclientsonamuchlargerscale,andthismoresophisticatedkindofoperationisknownasrelationshipmarketing.Relationshipmarketingaimstoincreasesalesthroughdeliberateeffortstoretaincustomersandpromotetwo-waycommunicationwiththem–andnewtechnologyhasmakecommunicationpossiblewithaforlargercustomerbasethanbefore.Theinformationgatheredformsthebasisofhighlytechnicalanalysesofcustomerpurchasingandprofitability,whichcanbeusedtoincreasesales.

Thebuildingofgoodpersonalrelationshipswithcustomersisusuallyintegraltothemanagementofsmallbusinesses,andownersofsmallcornershopsclearlyillustratetheessenceofrelationshipmarketing,althoughthetechnologyavailabletothemisfarlessadvancedthanthatavailableto,say,asupermarketchain.Smallshopkeepershavedirectknowledgeofregularcustomersandbecomefamiliarwiththeirneeds,likesanddislikes.Theshopkeeperscanthenprovideservicestailoredtoindividualneeds.Overtime,abondofloyaltyislikelytodevelopbetweenshopkeepersandregularcustomers.

Thebenefitsofrelationshipmarketingenjoyedbysmallbusinessesarenowavailabletobigbusinesses,thankstoanumberofdevelopments.Firstandforemostistheincreasingrecognitionoftheimportanceofprofitabilityofretainingexistingcustomers.Secondly,technologieshavebeendevelopedwhichenablethecollection,manipulationandanalysisofhugebanksofcustomerinformation.Largeretailerscanusestorecardstoobtaindetailedbackgroundinformationaboutcustomer’sages,salariesandlifestyles,andpoint-of-saletechnologycanbesuedtotrackpurchasesmadebyeverycustomer.Electronicstorageenablesallofthisinformationtoberetained,manipulatedandintegrated,whiledetailedanalysescanbecarriedoutonevermorepowerfulcomputers.Companiesarethusabletotargetindividualsamongsttheirthousandsofcustomerswithuniquepromotionsorinformationmatchedtotheirbackgroundsandtotheirpurchasingtendencies.Thirdly,companiesfeelaneedtouserelationshipmarketingbecauseofincreasedcompetition:amassingknowledgeaboutcustomersandbuildingupcustomerrelationshipsthroughinteractivecontactcanenableorganizationstodifferentiatetheirproductsorservicesmoreeasilyformthoseofcompetitors.

However,relationshipmarketingisnotalwaystherightroutefororganizationstotake,andisnotappropriateforallcustomers.Somebankcustomers,forexample,costmoretoservethanthebankactuallymakesformtheircustom,whileasupermarketcustomerwhospendsverylittleanddoesnotshopregularlydoesnotjustifytheexpenditureofseveralpoundsperannumonrelationshipmarketing.Inaddition,customersmaynotalwaysbeinterestedinarelationship,evenwheretherearedemonstrablebenefitstobehad.

Overall,successfulrelationshipmarketingdependsuponselectingandtargetingthecustomersyouwishtoretain,andidentifyingsalesareaswheretheinvestmentandeffortwillbeworthwhile.Manyorganizationshavefoundtheapproachtobeveryrewardingintermsofcustomerretentionandrelatedprofitability,butrelationshipmarketingisstilladevelopingfieldandisneithercheapnoreasytooperate.Itinvolvesanintegrativeapproachwhichdrawsmarketing,qualityandcustomerservicetogether;italsodependsupondevelopingthecapacityofeveryemployee–particularlyfront-linestaff–tomarketthegoodsorservicesoftheorganizationinacustomer-focusedway;andfinally,itcanrequireheavyinvestmentinappropriateinformationtechnology.

15.Inthefirstparagraph,thewriterdescribesrelationshipmarketingas

a.anideathathaspassedinandoutoffashionoverthelastfewyears.

b.atermusedforanactivitythatusedtoexistinamorebasicform.

c.awayforacompanytoadvertisetoitscustomers.

d.awayforacompanytoanalyzeitsprofitability.

16.Whyaresmallshopkeepersusedtoillustraterelationshipmarketing?

a.Theirsuccessdependsontheirrelationshipswiththeircustomers.

b.Theykeepinformationabouttheircustomersoncomputer.

c.Theywerethefirsttousethetermrelationshipmarketing.

c.Theirrelationshipwithcustomershasstartedtochangerecently.

17.Onereasonwhylargecompaniesdidn’tuserelationshipmarketinginthepastisthat

a.theyunderestimatedthetruevalueofcustomerloyalty.

b.heircustomersdidn’twantthemtocollectinformation.

c.theydidn’tneedtofindoutaboutindividualcustomers.

d.theydidn’tthinktheycouldjustifytheexpenses.

18.Oneadvantageofrelationshipmarketingforlargeretaileristhat

a.theycanbecomemorewidelyknown.

b.theycanrespondtosuggestionsformcustomers.

c.theycanincreasetheircustomerbase.

d.theycanidentifytheshoppinghabitsofcustomers.

19.Accordingtothewriter,whatkindofcustomersareunsuitableforrelationshipmarketing?

a.peoplewhoonlymakecashpurchases.

b.peoplewhodon’tshopveryoften.

c.peoplewhohavehadbadexperienceswithshops.

d.peoplewhowanttoshopasquicklyaspossible.

20.Thewriterconcludesthatrelationshipmarketingismostlikelytoworkif

a.thecustomerco-operate.

b.itisappliedinsmallsalesareas.

c.therightcustomersarechosen.

d.front-linestafflearntousecomputers.

UsefulWordsandExpressions:

Deliberate;profitability;foremost;manipulation;amass;differentiate;justify;demonstrable;integrative;

Haveyouevernoticedthefollowingsentencesinyourreading?Ifnot,readthemthroughandpayattentiontotheboldparts.

15.Theinformationgatheredformsthebasisofhighlytechnicalanalysesofcustomerpurchasingandprofitability,whichcanbeusedtoincreasesales.

16.Smallshopkeepershavedirectknowledgeofregularcustomersandbecomefamiliarwiththeirneeds,likesanddislikes.Theshopkeeperscanthenprovideservicestailoredtoindividualneeds.Overtime,abondofloyaltyislikelytodevelopbetweenshopkeepersandregularcustomers.

17.Firstandforemostistheincreasingrecognitionoftheimportanceofprofitabilityofretainingexistingcustomers.

18.Largeretailerscanusestorecardstoobtaindetailedbackgroundinformationaboutcustomer’sages,salariesandlifestyles,andpoint-of-saletechnologycanbesuedtotrackpurchasesmadebyeverycustomer.

19.asupermarketcustomerwhospendsverylittleanddoesnotshopregularlydoesnotjustifytheexpenditureofseveralpoundsperannumonrelationshipmarketing.

20.successfulrelationshipmarketingdependsuponselectingandtargetingthecustomersyouwishtoretain

商務(wù)英語(yǔ)高級(jí)閱讀模擬題指導(dǎo)訓(xùn)練2

SetYourselfUpInTheTravelBusiness

Isthereanyplaceintheworld’sbiggestandfastest-growingindustryforsomeonestartingupinbusinessontheirown?Theanswer,itseems,isadefinite‘yes’.__H__.Astheholidayandtouristbusinessisgrowingbyatleast10percentayear,theprospectsforsmallindependenttravelagentswithflexiblemarketsandlowoverheadshaveneverbeensobright.

Nowondernextyearwillseearecordnumberofindependentstart-ups–atleast10,000,accordingtooneestimate.__9__.Theywillbenefitfromcomputertechnology,whichmeanstheyonlongerneedretailshopsinordertooperateastravelagents.Atleast50percentofindependentoperatorsarealreadyhome-based,linkedbycomputertobookingcenters,ticketwholesalersanddatabaseservices,whichcancutpricesbyhalf,comparedtothemaintravelagentchains.__10__.Iftheydo,thesedynamicindependentsbecomelikeminitouroperators,creatingtheirownpackagesfromotherpeople’sholidays,ratherthanjustsellingastandardholidayoutofabrochureforonly10percentcommission.

Thebiggestproblemwithrunningyourowntravelcompanycanbetogenerateenoughincometomakeitpossibletoapplyforalicensetosellairticketsdirect.__11__.However,manyindependentsarequitehappywiththissystem.Thebrokersarefullybondedandthereforeyourcustomersarewellprotected.Atthesametime,youcanstillgetgoodratesofcommission.Evenpart-timeagentssecuringaroundtenbookingsamonthcanearnaround$1,000amonth.__12__.

Anevengreaterincomethanthatispossiblewiththerightkindofspecialization.Businessandsportstravelareparticularlylucrative.__13__.Onewaytogetthiskindofdealcanbetoapproachcompaniesinyourareadirectandoffertocaterfortheircorporateandleisuretravelneeds.Youmaybeabletoimproveontheirexistingdeals,especiallyiftheyarecurrentlydealingwithoneofthelargertravelcompanies.__14__.Infact,youronlyproblemmaywellturnouttobethatyoubecomesosuccessfulsellingholidaysyouneverhavetimetotakeoneyourself!

ASuchbigcompaniesmayhave75percentofthetravelbusiness,butthere’splentyleftforthesmalleroperator,particularlyiftheyspecialize.

BThiscouldbefivetimesasmuchifyoumakeityouronlyjob.

CTheirlowoverheadsshouldmeantheyareabletoundercuttheircompetitors.

DThesewillrangefrompart-timerstofull-timefreelancetravelbrokers.

EOtherwiseyouhavetoworkthroughbrokersandcomputerizeddistributorswhoalltaketheircutoftheprofit.

FEvenso,youneedtoensurethestaffhavetherighttraining.

GForexample,thereareagentsofferingexoticconferencelocationsorparachutinginthedesert.

HInfact,there’sneverbeenabettertimetotryyourluckinthetraveltrade.

使用返指方法一：9，11，14。

使用返指方法二：13。

使用返指方法三：12。

使用返指方法四：10。

重要詞匯和表達(dá)：

Overheads;start-up;wholesaler;dynamic;brochure;broker;bonded;secure;specialization;undercut;distributor;exotic;parachuting;

小資料：

10ReasonsWhyYouShouldHaveaPrestigeHomeTravelBusiness?

EasytoGetStarted-WorkActivelyorJustReferClients

GreatWaytogetExtraCashoraFullTimeIncome

FunandLifelongActivity

IdealPostRetirementBusinesstoStretchYourDollar

TravelAgentOnlyDiscounts

IdealInternetBusiness

GetPaidEverytimeYouTravel

IncredibleTaxBenefitsandDeductions

WorkPartorFullTime

EnrichYourLifestyleasaMemberoftheTravelIndustry

商務(wù)英語(yǔ)高級(jí)閱讀模擬題指導(dǎo)訓(xùn)練3

重要語(yǔ)法：篇章構(gòu)成的技巧(TechniquesinMakingTexts)

人們講話或?qū)懳恼聲r(shí)，經(jīng)常要把前后講的或?qū)懙膬?nèi)容加以聯(lián)系。聯(lián)系的方式有幾類，它們?yōu)檎Z(yǔ)言的應(yīng)用供應(yīng)粘合(cohesion)。取得粘合常用的方式是返指(referringback)已經(jīng)提及的事項(xiàng)。取得粘合的另一方式就是預(yù)指(referringforward)將要說(shuō)及的事項(xiàng)。

篇章構(gòu)成的技巧特別適用于BEC閱讀其次項(xiàng)。下面結(jié)合考題向大家詳細(xì)介紹：

ExerciseOne

WallStreetThinksPlanetIsSetOn$4bnBidForGrape

GrapeComputerwasyesterdaythetargetofspeculationaboutanimminent$4billiontakeoverbyPlanetMicrosystems,thenewpowerinthecomputingworld.__H__.GrapeandPlanetremainedsilentaboutapossiblealliance,butGrapesharesleaptonWallStreet,theNewYorkstockmarket,inanticipationofabiddingwar.

Grapehasbeenatthecenteroftakeoverrumorsformonths,asitsfinancialfortuneshaveworsened.__9__.Asaresultofthispoorfinancialperformance,thecompanyhasalsoannouncedthatitismakingupto1,300employeesredundant.

LossesduringthenormallylucrativeChristmasperiodhadanalystsonWallStreetwonderingwhetherGrapecouldsurvive.__10__.Withfallingdemandforitsproducts,andincreasingcompetition,itseemsunlikelythattheailingcompanywillbeabletosurviveanotheryearunaided.

UnderAndrewWhiting,itschiefexecutive,Grapehasbeentroubledbymistakesandmisjudgments.Seniormanagementareregardedasresponsibleforaseriesofcostlymiscalculationsaboutproductmarketingandcorporatestrategy.__11__.ComputerexpertshavealsobeenquicktocriticizeGrape’stechnicalprogram:spendingonresearchanddevelopmentwascutatatimewhenothercompanieswerebringingoutinnovativenewproducts.__12__.

AccordingtotheWallStreetJournal,Planet’schiefexecutive,DavidMurray,hasbeenmeeting“aroundtheclock”withaidesputtingthefinishingtouchesonanoffertoacquireGrape,whichisbasedinCupertino,California.__13__.OnWallStreettoday,Grapeshareswereup$1to$32.25,asdealersanticipatedabidbyPlanetforitstroubledrival.

PlanetMicrosystems,basedinMountainView,California,hasbeenpursuingGrapesinceSeptember,buttalksweresuspendedtwoweeksagoasPlanetwaitedforGrapesharestodrop.__14__.Assuch,theyhavenowtakenoverthepositionheldbyGrapeinthe1980s.

A.ItisGrape’sfailuretokeepupwiththelatesttechnicaladvanceswhichhasbeenseenascrucialtotheirdownfall.

B.“Ifyoucan’tsurviveatthetimeofyearwhentheretailmarketisatitsstrongest,something’sreallywrong,”saidonemarketanalyst.

C.Suchanacquisitionwouldcomeintheformofashareswapvaluedatabout$4bn-orroughly$33perGrapeshare.

D.Aproducerofworkstations-powerfuldesktopcomputersusedmainlyinresearchandengineering,PlanetMicrosystemsistherisingstarinthecomputerworld.

E.Theresulthasbeenshrinkingmarketshare,lossofkeyexecutivesandfallingmorale.

F.Lastweek,thecompanythatwasonceattheforefrontofthepersonalcomputerrevolutionannounceda$69millionlossforthequarterwhichendedonDecember29.

G.Grape’srecoverydatesfromthemanagement’sdecisiontoincreasetheirshareintheEuropeanmarket.

H.Newsofapotential