［模擬］商務(wù)英語中級閱讀34

PARTONELookatthestatementsandtheshortnewsbelow.Which

newsdoeseachstatement1-7referto.Foreachsentence,mark

oneletterA,B,CorDohyourAnswerSheet.Youwillneed

tosomeofthelettersmorethanonce.

Example:

0RealNetworks'moveisanothersignthatthesoftwareindustryis

goinghybrid.

ARiskyTry

AFocusonwhatyoudobest.Thisage-oldstrategyhasworked

wellforRealNetworks,Microsoft'smaincompetitorinmultimediasoftware

fortheInternet.Now,thesmallerSeattle-basedfirmistryinganovel

waytocontainthesoftwaregiant.OnOctober29th,itreleasedthe

underlyingrecipe,orsource-code,ofitsRealPlayersoftwareandwill

soondothesameforitsotherprograms一givingawayabigchunkofits

intellectualproperty.

BThismaysoundlikeadesperateechoof1998,whenNetscape,

strugglinginMicrosoft'schokehold,publishedthesource-codeofitsweb

browser(aninitiativethatyieldedfewrealresultsuntilthisJune,when

thefirstseriousnewversionoftheopen-sourcebrowser,Mozilla,was

released).YetRealNetworksisnotplayingdefense.Itistryingto

encouragethecreationofacommonmultimediasoftwareinfrastructurefor

everykindoffileformatanddevice,thusthwartingMicrosoft'sambitions

inthispromisingmarket.Thefirmhopesthatothersinthe

industry(volunteerprogrammers,mediafirmsandhardwaremakers)will

takethecode,calledHelixDNA,improveitandmakeitrunonnewdevices,

suchasmobilephonesandhomestereos,turningRealNetworks'software

intoanindustrystandard.Cleverlicensingtermsaresupposedtoensure

thatthisstandarddoesnotsplinterandthatthefirmstillmakesmoney.

CIndividualdevelopers,universitiesandothernon-profit

organisationscanmodifythesoftwareastheypleaseandevenredistribute

itforfree,solongastheyalsopublishthesource-codefortheirchanges.

Thisisasortofpaymentinkind,forRealNetworksisthenallowedto

usethesecontributions.Firms,ontheotherhand,mustpayroyaltyfees

iftheydistributemorethan1mcopiesofthecode.Theyalsohaveto

makesurethattheirsoftwareworkswithotherHelixDNAproducts.The

software'sdevelopmentcommunityalreadyhas2,000members.Andseveral

1

hardwaremakersbacktheeffort.Buttherearerisks.Afraidofpiracy,

mediagroupsaresuspiciousofanythingthatmightberelatedto

hackers(althoughtheyalsodonotwanttodependon,andpayfor,

technologycontrolledbyMicrosoft).Theself-createdcompetitioncould

alsohurtRealNetworksifcustomersdecideitscommercialproducts,which

willbebasedontheopensource-codebutwithextrafeatures,arenot

worthpayingextrafor.

DRealNetworks'moveisanothersignthatthesoftwareindustry

isgoinghybrid.Mixingelementsofproprietarysoftware,wherethe

source-codeistightlycontrolled,withopen-sourceprogramsenablefirms

toexpandamarket,harvesttheideasofothersand,theyhope,stillmake

money.EvenMicrosoftisedgingthisway:itrecentlyannouncedthat

partnerscannowlookat一butnotmodifyorreuse一thesource-code

forPassport,itscontroversialdigital-identityservice.

第1題：

In1998,Netscapemadeadangerouscopy.

參考答案：

B

詳細(xì)解答：

題目意為“在1998年，Netscape公司作了一次危險的模仿”。從B段“when

Netscape,strugglinginMicrosoft;schokehold,publishedthesource一

codeofitswebbrowser."我們可判斷，RealNetworks網(wǎng)絡(luò)公司和Netscape

公司的做法一樣；從句子"aninitiativethatyieldedfewrealresultsuntil

thisJune,whenthefirstseriousnewversionoftheopen-sourcebrowser,

Mozilla,wasreleased."我們可判斷，Netscape公司的做法是極不成功的、

危險的。

第2題：

Releasingthefreesource-codeistheRealNetworks'newwayofstopping

Microsoft.

參考答案：

A

詳細(xì)解答：

題目意為“發(fā)布源碼是RealNetworks公司對付微軟的新方式”。A段“Now,

thesmallerSeattie-basedfirmistryinganovelwaytocontainthesoftware

giant."，目前，這家位于西雅圖的小公司正試圖用一種新方法來牽制微軟這

個軟件界巨人。接著就提到了發(fā)布源碼的措施，"itreleasedtheunderlying

recipe,orsource一code,ofitsRealPlayersoftwareandwillsoondothe

sameforitsotherprograms一givingawayabigchunkofitsintellectual

2

property”。

第3題：

RealNetworksexpectstomakeitsownsoftwareintoanindustry

standard.

參考答案：

B

詳細(xì)解答：

題目意為“RealNetworks公司期望使自己的軟件成為行業(yè)標(biāo)準(zhǔn)”，與B段中

“Thefirmhopesthatothersintheindustry...improveitandmakeit

runonnewdevices,suchasmobilephonesandhomestereos,turning

RealNetworks?softwareintoanindustrystandard”的后半句相符。

第4題：

RealNetworkssuggestsSoftwaremarketisbecomingamixedmarket.

參考答案：

D

詳細(xì)解答：

題目意為“RealNetworks說明現(xiàn)在的微軟市場正在成為一個混合市場”。D

段中RealNetworks?moveisanothersignthatthesoft一wareindustryis

goinghybrid.”理解這句話的關(guān)鍵是要知道什么是hybrido接下來的句子作

出了解釋“Mixingelementsofproprietarysoftware,wherethesource一

codeistightlycontrolled,withopen一sourceprogramsenablefirmsto

expandamarket^o在這句話中注意詞組"mix…with”。

第5題：

Releasingthesource-codecanbringaboutself-created

competition.

參考答案:

C

詳細(xì)解答：

題目意為“源碼的發(fā)行可以帶來自我競爭。”C段的最后一句話：“The

self-createdcompetitioncouldalsohurtRealNetworksifcus一tomers

decideitscommercialproducts,whichwillbebasedontheopensource

——codebutwithextrafeatures,arenotworthpayingextrafor.”,如

果客戶認(rèn)為這些產(chǎn)品不值得他們額外付錢的話，那么，自我制造的競爭也可能會

傷害RealNet—works公司。所以答案應(yīng)該是Co

第6題：

3

RealNetworkswantstomakeprofitsbyreleasingthefree

source-code.

參考答案：

D

詳細(xì)解答：

題目意為"RealNetworks想通過發(fā)行源碼獲取利潤”。與之對應(yīng)的是D段中

的，Mixingelementsofproprietarysoftware,wherethesource-codeis

tightlycontrolled,with…”，把那些源碼受嚴(yán)格控制的專有軟件成分(組件)

與開放源碼程序加以混合就能使公司拓展市場，集思廣益，并且他們希望仍可賺

錢。

第7題：

RealNetworksshowsgreatfocusonthestrategyofdoingyourbest.

參考答案：

A

詳細(xì)解答：

題目意為“RealPlayer公司很重視'做你最拿手的'這一策略?！蔽闹虚_頭

第一段，也就是A段第一、二句，"Focusonwhatyoudobest.Thisage-old

strategyhasworkedwellforReal-Networks,“集中注意力做你最拿手的

事”這一古老的策略對RealNetworks網(wǎng)絡(luò)公司十分奏效，所以正確答案是A。

PARTTWOReadthearticlebelowaboutwhyandhowtofinda

goodboss.Choosethebestsentencefromtheoppositepage

tofilleachofthegaps.Foreachgap8—12,markoneletter

(A--G)onyourAnswerSheet.Donotuseanylettermorethan

once.

Coffeeisworthapproximately$50-60bnperannumintermsofworld

sales.Itisatrulyinternationalcommodity,andtodaymorethan50

countriesintheworldgrowcoffeebeans.(0)DICOconsistsof61

governments,43ofwhichareexportersand18ofwhichareimporters.The

organizationhelpscoffeeproducersandpromotescoffeeconsumption

worldwide.ICOestimatesthatworldproductionnextyearwillreach97.

5millionbags,11.3millionbagshigherthanthecurrentyear._8_As

thelargestproducingcountry,Brazilisparticularlyimportantinthe

coffeeworld.In1994Brazilwasresponsiblefor25%ofworldproduction,

Colombiawasnextwith13.4%,Indonesiahad7.5%,Mexico4.7%,

Guatemala3.8%andEthiopiaandVietnamwereequalwith3.4%.

Coffeeisatoughcrop,andcanbegrowninareaswhereitis

4

difficultorimpossibletogrowothercrops._9_However,diseaseis

alwaysaproblemforcoffeeproduction,aswecanseeinsomepartsof

SouthAmericaatthemoment.ICOisactiveineducatingfarmersabout

avoidingdiseaseanddealingwithproblemswhentheyoccur.

Thedistributionchainvariesfromcountrytocountry,explains

PabloDubois.Inmostcountriesthesmallerfarmersselltheircropto

alocaltrader,whothensellsitontoexporters.Thereare,however,

otherdistributionsystems.10Somecountries,likeVietnam,have

specialgovernmentmarketingorganizationsforcoffee.

Coffeepricesoftenvarygreatlyfromone;yeartothenext.

In1997,forexampletherewasalargeriseintheworldprice,whichwas

immediatelyfeltbytheconsumer.Risingpricesalwaysresultinadrop

insales,whichwillhaveabadeffectonthosedevelopingcountrieswhich

arehighlydependentonforeignexchangefromcoffeeexports._11_

IntheopinionofPabloDubois,thebiggestproblemforhis

organizationistocreategreaterconsumerawarenessofthedifferent

varietiesofcoffeeanddifferentwaysofpreparingit._12_ICOis

thereforeconcentratingitspromotionalactivitiesonRussiaandChina.

Itisalsoencouragingenvironmentallyfriendlycoffeeproduction,and

lastyear'sseminaroncoffeeandtheenvironmentcreatedalotof

interest.

Thefuturelooksbrightforthecoffeeindustry.Itisestimated

thatconsumptionoverthenextfewyearswillcontinuetorisesteadily.

NewmarketslikeEasternEuropeandChinaareexpectedtodevelopfast.

Example:

□

A.Asaresult,themembershipnowrepresents94%ofallexporters

and60%ofallimporters.

B.Insomeofthesecountries,thiscanamounttoasmuchas

50%ofallexportearnings.

C.InNorthAmerica,mostconsumersalreadyhaveabove-average

knowledgeoftherangeavailable.

D.Forexample,frostandwindareparticularlydamagingto

coffeecrops.

E.Largercoffeegrowers,forexample,frequentlyexport

directly.

F.ThemainreasonforthisishigherBrazilianoutputas

productionrecoversfromweatherdamagetocrops.

G.Itiscultivatedinmountainregionswhichcanonlybereached

byanimaltransport,andinotherdifficultareaswheremodern

agriculturalequipmentcannotbeused.

5

第8題:

參考答案：

F

詳細(xì)解答：

空白處后一句講，作為世界上咖啡最大的生產(chǎn)國家，巴西的地位很重要，可

推測空白處應(yīng)該講巴西咖啡的高產(chǎn)量。選項F符合題意。

第9題：

參考答案：

G

詳細(xì)解答：

‘空白前一句講，咖啡種植的區(qū)域通常其他作物都不能生存，可推測咖啡生長

的區(qū)域應(yīng)該是比較偏僻的地區(qū)。選項G符合題意。

第10題：

參考答案：

E

詳細(xì)解答：

空白前一句講，一些小型種植的農(nóng)民將咖啡賣給當(dāng)?shù)氐纳特?，另外還有一些

其他的銷售模式。后一句提到像越南等一些其他因素，有專門的政府銷售機構(gòu)。

可推測此句應(yīng)該是講一大型種植商的銷售模式。

第11題：

參考答案：

B

詳細(xì)解答：

空白前一句講，一些發(fā)展中國家十分依賴咖啡創(chuàng)造的外匯，可見空白處應(yīng)該

具體地描述一下依賴程度。選項B符合題意。

第12題:

參考答案:

C

詳細(xì)解答:

6

空白前一句講，對于PabloDubois來說，最大的困難就是讓消費者意識到

咖啡的不同種類，可推測空白處也應(yīng)該是講消費者對咖啡知識的了解。選項C

符合題意。

PARTTHREEReadthearticlebelowaboutfamilybusinessesand

thequestions.Foreachquestion(13-18),markoneletter(A,

B,C,orD)onyourAnswerSheet.

FocusonYourCustomer

Ifyouthinkofthemostsuccessfulcompaniesa-roundtheworld

一GM,Wal-Mart,IBM,etc.一theyallhaveonethingincommon:loyal

customers.Itcancosttentotwentytimesasmuchtoacquireacustomer

astoretainone,soit'seasytounderstandwhyCustomerRelationship

Managementissuchahotconcept.But,whileeveryoneunderstandsCRMis

agoodthing,puttingaCRMstrategytogetherisn'teasy.Theplaceto

start?Acustomer一drivenbusinessmodel.

Acustomer-drivenbusinessmodelisthemostprudentmethodof

ensuringcustomerloyaltybecauseitfostersabetterrelationshipwith

newandexistingcustomers.Otherssuchasmarket,price,costor

e-commerce-drivenbusinessmodelsmaygenerateprofits,butfallshort

ofsustainingaloyalcustomerbase.Attheheartofcustomer-driven

businessmodelisaclearunderstandingofthecustomer-notjustcustomer

trends(althoughthisisusefulinformation,too),butthebuyinghabits

andhistoryofeveryoneofyourcustomers.This360-degreeviewprovides

analyticsfrommultiplechannels(direct,web,fax,E-mail,callcenter,

sales/marketing)andconsolidatesintoacommonrepository.Monitoring

buyinghabitsandtrackingmarketdynamicsletsyoumoreeffectively

marketnewandexistingproductsandservices.

Ifyouthinkthisisadauntingtask,youaren'talone.Because

mostenterprisesdon'thaveaconsolidatedviewoftheircustomers,

obtainingcustomerprofitandcostinformationisoftenaherculean

effort.

ImplementingaCRMsolutionisusuallyahugeprojectwitha

highprobabilityoffailure.Someanalystssuggestmostbusinesses

underestimatethecostofaCRMimplementationby40-75percent.Infact,

asuccessfulCRMwillinterfacewithERPsystemstoprovideintegration

withallcustomerinteractionssuchasorderprocessing,billing.Also,

CRMstrategiesmustincludecommitmentandsponsorshipfromsenior

management,asitshouldbedeemedastrategicinvestmentthatis

implementedincrementallyandevolutionarily.

Understandingcriticalsuccessfactors,suchasthoselisted

inthe〃KeytoCRMSuccess"sidebar,mitigatestherisks.First,start

withaculturalchangethatfocusesonacustomer-centricbusiness

strategy.Makesureyourorganizationiswellawareofthehighcostof

customerattritionandisfocusedonimprovingretention,increasing

7

loyalty.Understandingandbroadcastingthecostofacquiringnew

customersversusfosteringexistingrelationships.

Second,focusonanenterpriseviewofthecustomerthat

encompassesallcustomerdata,suchascommunicationhistory,purchasing

behaviours,channelpreferences,demographics,etc.understandyour

customers'preferredchannelsanddetermineifthere'ssomewayto

optimizethem.

Adoptaflexiblearchitecturethatwillexpandwithyour

business一thisistruewithanyITproject.Neverdeployastrategic,

costlysolutionusingthebig-bangapproach.Alwaystakeanincremental,

evolutionary,oriterativeapproach.Theimpacttoyourorganizationcan

besignificant,thus,proceedslowlyandensurethereturnsoninvestment

measuresareinplace.

第13題：

Thefirstparagraphindicatesthatloyalcustomers

A.helpreducecostsofthecompany.

B.arequitecommonaroundtheworld.

C.producehugeprofits.

D.arecostlytodevelop.

參考答案：A

從文中第一^段loyalcustomers.Itcancosttentotwentytimesasmuchto

acquireacustomerastoretainone”，可知，擁有一個新顧客花費的精力是

維持一個老顧客的10到20倍。選項A符合題意。

第14題:

Accordingtothewriter,acustomer-drivenbusinessmodelensurecustomer

loyaltyby

A.attachinggreatattentiontocustomer'sbuyinginclination.

B.keepingtrackofwhatcustomershavepurchased.

C.havingapanoramaunderstandingofcustomers.

D.launchingnewproductsandservicesquickly.

參考答案：C

文中第二段“Attheheartofcustomer一drivenbusinessmodelisaclear

understandingofthecustomer一notjustcustomertrends(althoughthisis

usefulinformation,too),butthebuyinghabitsandhistoryofeveryone

ofyourcustomers.”可知，在以顧客為取向的經(jīng)驗?zāi)Ｊ街?，不僅僅是了解顧客

趨勢，而是每一名顧客的購物習(xí)慣和購物歷史。選項C中apanorama

understandingofcustomers與aclearunderstandingof相對應(yīng)。

第15題:

8

Accordingtothearticle,togetcustomerinformationisconsideredto

be_______

A.aneffectivemarketingmethod.

B.easierifthecompanyadoptsacustomer-drivenbusinessmodel.

C.animpossibletasktoaccomplishbymanycompanies.

D.difficultforacompanywithanintegratedviewofcustomers.

參考答案：B

從文中第二段“This360-kdegreeviewprovidesanalyticsfrommultiple

channels(direct,web,fax,E一mail,callcenter,sales/marketing)and

consolidatesintoacommonrepository.”可知，這種360度的視角從不同角

度提供分析。

第16題：

Accordingtothewriter,aCRMimplementationfailsbecause

A.theprojectistoolarge.

B.itinvolvesstrategicinvestment.

C.theimplementationistoointegrated.

D.thereisinadequatefunds.

參考答案：D

從文中第四段“Someanalystssuggestmostbusinessesunderestimatethecost

ofaCRMimplementationby40-75percent.”可知，一些分析家暗示大多數(shù)

企業(yè)削減了CRM實施費用的40%—75%o選項D中inadequatefunds與

underestimatethecost相對應(yīng)。

第17題：

WhatisthekeyfactorofreducingtheriskofaCRMsolution?

A.completecustomerfiles

B.retentionofcustomers

C.goodrelationshipwithcustomers

D.broadpreferredchannels

參考答案：B

從文中第五段“Makesureyourorganizationiswellawareofthehighcost

ofcustomerattritionandfocusesonimprovingretention,increasing

loyalty."可知，確保你的組織充分意識到留住顧客，增強誠信的重要性，

retention與選項B中為重復(fù)關(guān)鍵詞。

第18題：

WhatcanleadtoasuccessfulCRMstrategy?

9

A.Investenoughmoneyintheprojectatthestart.

B.Developtheprojectgraduallyorrepeatedly.

C.Beawareofitssignificantimpactonthecompany.

D.Determineandkeepthescaletotheend.

參考答案：B

從文中最后~^段“Neverdeploy??,Alwaystakeanincremental,evolutionary,

oriterativeapproach.Theimpacttoyourorganizationcanbesignificant,

thus,proceedslowlyandensurethereturnsoninvestmentmeasuresarein

place."可知，采用一種循序漸進(jìn)，重復(fù)的方法，這對你你組織的影響是巨大

的，因此，要緩慢前進(jìn)，保證投資的收益到位。選項B中g(shù)raduallyorrepeatedly

與incremental,evolutionary,oriterative為同義替換。

PARTFOURReadthearticlebelowaboutacompany，sresults.

ChoosethebestwordtofilleachgapfromA,B,CorDonthe

oppositepage.

PersonalBranding

Oneoftheissuespeopleareconcernedaboutastheystart

to(0)___Btheirpersonalbrandisbeing_19_toonesubjectorarea.They

ask“CanIbeanexpertinmorethanonefieldorshouldI_20_one?〃

Youhavethefreedomtobrandyourselfasyouchoose,andyoucanalways

expandyourofferings,_21theknowledgeyougainandyournewinterests.

Whenyouhaveanassortmentofinterests,youneedtomakesurethatyou

managethemproperly,bothin_22_ofthetimeyou_23_toeachandhow

theyareinterwinedinyourlifestyle,onlineandoff.

Ifyouhavemultipleinterestsandtheyare_24_,thenyour

handbrandwillbemuchmorepowerfulbecausethoseinterestscan

complementeachother._25_,ifyouareafinancialanalystworkingat

abankduringthedayandastock-tradingbloggerbynight,you

can_26both,withoutdrifting27fromyourcurrentbrand_28_of

coursethatyoudon'tviolateanyconfidentialityrulesorinsidertrading

laws.

Ifyourinterestsaren'trelatedinany_29_,thentheyshould

becompletelydetached,suchashavingtwo_30_websitescatering

exclusivelytoeach.Ifyou'reanaccountantforaForture500company

andamalemodel,youdefinitelywanttoseparatethose_31_andcareer

pathsfromeachotherbecause_32you'reperceivedasamalemodelmay

impacthowseriouslyyou're_33_asanaccountant.

Example:

AdisplayBdefineCdecideDdescribe

io

第19題:

A.retained

B.related

C.confined

D.restrained

參考答案：C

beconfinedto…意為“局限于”，符合文意。選項A意為“保持”，選項B

意為“與……有關(guān)”，選項D意為“克制”。

第20題:

A.focuson

B.accountfor

C.subjectto

D.applyto

參考答案：A

本句意為“集中于一個領(lǐng)域”。選項B意為“解釋……原因”，選項C意為“使

服從”，選項D意為“適用于”。

第21題：

A.relateto

B.rootedin

C.fixedupon

D.basedon

參考答案：D

選項D意為“根據(jù)”,符合文意。選項A意為“與……有關(guān)”，選項B意為“歸

根于"，選項C意為“確定”。

第22題：

A.respect

B.aspect

C.terms

D.ways

參考答案：C

11

intermsof…為固定搭配，意為“在...方面”。

第23題:

A.allocate

B.delegate

C.divide

D.arrange

參考答案：A

選項A意為“分配"符合文意。delegate意為“授權(quán)”,divide意為“劃分"

arrange意為"安排"。

第24題：

A.dependent

B.inseparable

C.related

D.indispensable

參考答案：C

本句意為“多重興趣且彼此相關(guān)”，選項C符合文意。選項A意為“依靠的”，

選項B意為“不可分開的”，選項D意為“必需的”。

第25題：

A.Forinstance

B.Nowthat

C.Moreover

D.Nevertheless

參考答案：A

從后一句"ifyouareafinancialanalyst…”進(jìn)行了具體假設(shè)，給出了例子,

因此選項A符合文意。

第26題：

A.join

B.associate

C.stick

D.bond

參考答案：D

12

本句意為“把它們結(jié)合起來“，bond意為“使結(jié)合"。"assouate”與with搭

配，“stick”與to搭配表示“堅持”。

第27題:

A.forward

B.away

C.back

D.out

參考答案：B

driftawayfrom…是固定搭配，意為“漸漸離開”。

第28題：

A.given

B.if

C.incase

D.provided

參考答案：D

providedthat是固定搭配，意為"假如"，符合文意。

第29題:

A.case

B.manner

C.way

D.event

參考答案：B

inanymanner意為“以各種方式”，符合文意。

第30題：

A.distinct

B.distinctive

C.distinguished

D.diversified

參考答案：A

distinct意為“截然不同的”，符合文意。distinctive意為“出眾的

distinguished意為“著名的“，diversified意為“多樣化的”。

13

第31題：

A.features

B.personalities

C.characteristics

D.identities

參考答案：D

本句意為“會計和男?！眱煞N不同身份。feature意為"特色"，personality

意為“個性”，characteristic意為“特征”。

第32題：

A.that

B.when

C.what

D.how

參考答案：D

“howyou'reperceivedasamalemodel",本句意為“人們?nèi)绾慰创隳?/p>

模的身份，會影響他們看待你對會計職業(yè)的認(rèn)真程度”。

第33題：

A.received

B.identified

C.taken

D.accepted

參考答案：c

take…as是固定搭配，意為“把……看做”。

PARTFIVEReadthetextbelowaboutAdCompaign.Inmostof

thelines34-45thereisoneextraword.Itiseither

grammaticallyincorrectordoesnotfitinwiththemeaning

ofthetext.Somelines,however,arecorrect.Ifalineis

correct,wr