bec高級(jí)第三緝閱讀test4

劍橋BEC真題集TEST4 ·Lookatthestatementsbelowandatthefiveextractsfromanewspaperarticleontheoppositepageaboutpeoplewhohavesetuptheirowninternetcompanies.·Whichcompany(A,B,C,DorE)doeseachstatement(1-8)referto?yourAnswerSheet.·Youwillneedtousesomeoftheselettersmorethan1Thesepeoplehavenotpaidthemselvesoutoftheircompany’sincomesofar.Thefirstphasesofthecompany’sgrowthhavebeenfundedthroughamixofpersonalinvestment,foregonesalariesandbank1Thesepeoplehavenotpaidthemselvesoutoftheircompany’sincomesofar.（E）2Thesepeoplehadknowledgewhichtheywantedtoexploitinadifferenttypeofcompany.Twosenioradvertisingexecutives,frustratedwiththepaceofchangeinanindustrytheyfeltwasfailingtotakeadvantageofnewmedia,SallyandSuewerekeentotranslatetheiradvertisingandmarketingskillsintoanonlineenvironment.2Thesepeoplehadknowledgewhichtheywantedtoexploitinadifferenttypeofcompany.(C)8Thesepeoplearetargetingarelativelysmallnumberofdiscerningclients.Thenichemarkettheyhaveidentifiedisprofessionalandaffluent,agroupwhichtheirresearchrevealedisincreasinglyinternetliterate,islookingforexceptionalgoodsattherightpriceandhashighserviceexpectations.8Thesepeoplearetargetingarelativelysmallnumberofdiscerningclients.(D)PART1應(yīng)試技巧：留下“專(zhuān)業(yè)的”P(pán)ARTTWO·Readthearticlebelowaboutconsumers’attitudestodescribedas·Choosethebestsentencefromtheoppositepagetofillineachofthegaps.·Foreachgap(9-14),markoneletter(A-H)onyourAnswer·Donotuseanylettermorethan·Thereisanexampleatthebeginning,PART2應(yīng)試技巧：However,manufacturersshouldtakenoteofarecentsurveyofshoppers’attitudestoso-calledpremiumgoods.(9)Infact,thetagseemstohavebecomedevaluedbyThetermislesseffective,however,inareaswherestyleandfashionplayasmallerrole.Theproducthiddenbehindthisattractiveexteriormaybeexactlythesameasanitemsellingforhalftheprice,andshoppersmaybequiteawareofthis.Itfollowsthatpriceandutilityarenottheonlyfactorsinplaywhenitcomestopurchasingdecisions.Withsuchanincentive,thechallengeformarketersistofindthetriggersthatcanturnanordinaryproductintosomethingconsumerswillacceptaspremium. Thesurveyfoundthatconsumerswerepreparedtopaytoppricesforspecialityitems,justaslongaspricesforeverydayTheresultssuggestthattheterm‘premium’meansverylittletoconsumers.Afifthofthemwentfurther,anddismissedtheverywordassimplyawayofloadingprices.Consumersofallsocio-economicbackgroundsareverykeentobuythebest-butnotallproductcategorieslendthemselvestoapremiumstatus.‘Premium’canbeusedinanycategorywhereimageisparamount,andthatincludescars,toiletries,clothesandelectronics.(10) Bankingandinsurancearetypicalofthissecondgroup.AThetermislesseffective,however,inareaswherestyleandfashionplayasmallerrole.Consumersofallsocio-economicbackgroundsareverykeentobuythebest-butnotallproductcategorieslendthemselvestoapremiumstatus.‘Premium’canbeusedinanycategorywhereimageisparamount,andthatincludescars,toiletries,clothesandelectronics.(10) Bankingandinsurancearetypicalofthissecondgroup.Morethan70percentofconsumersinterviewedinthesaidthatapremiumtagoneverydayitemssuchascoffeeorsoapisanexcusetochargeextraforproductsthatdon’talwayshaveextrabenefits.(11) Theprevalenceofsuchasuspiciousattitudemakeslifehardforthemarketers.DAfifthofthemwentfurther,anddismissedtheverywordassimplyawayofloadingprices.Theprofitmarginonpremium-pricedtoiletriesandbeautyitemscanbeasmuchas300-400percent-andinexcessof500percentforhi-fiandotherelectronicgoods.(14) Inacrowdedmarketplacesuchascarsormobiles,it’sfarmoredifficulttoachievethistransformationthanyoumightthink. Withsuchanincentive,thechallengeformarketersistofindthetriggersthatcanturnanordinaryproductintosomethingconsumerswillacceptaspremium.Theprofitmarginonpremium-pricedtoiletriesandbeautyitemscanbeasmuchas300-400percent-andinexcessof500percentforhi-fiandotherelectronicgoods.(14) Inacrowdedmarketplacesuchascarsormobiles,it’sfarmoredifficulttoachievethistransformationthanyoumightthink.PART2·ReadthefollowingprofileofBrucePetter,thenewDirectoroftheManagementConsultantsAssociation(MCA),andthequestionsontheoppositepage.·Foreachquestion(15-20),markoneletter(A,B,CorD)onyourAnswerSheet.WhatdoesPetterbelieveheisabletotheviewstheMCAholdsonthewayinwhichtheMCAdecidesonhowtheMCAisperceivedbyother?IfyouweretoaskmeifIwasevergoingtobeanexpertmanagementconsultant,theanswerwouldbeno.ButIam,Ihope,abletoarticulatetheirviews,topushthroughpoliciestheywanttoseeinoperationandtoimprovetheirimage.Ihopetomakemanagementconsultancyapowerfulvoiceingovernmentandindustry.?WhichofthefollowingdoestheMCAPresidentmentionasareasonforappointingPetter?hisabilitytomotivatemembersofanhisexperienceofworkingindifferenthisbroadnetworkofbusinesshispreviousworkinmanagementThePresidentoftheMCAconfirmswhatlandedPetterthejob.‘Wesawalotofpeople,buttherewerethreethingsinparticularthatimpressedusaboutBruce.…Hisexperienceofrunningatradeassociationwaskeyanditseemedtousthathehadagoodunderstandingofhowtorelatetoandinspireamembershipmadeupofverybusypartners,ofteninverylargebutalsosomeconsiderablysmallerfirms.20PettersayshisaimasDirectoroftheMCAissetanexampleoffirmleadershiptohisexpandthemembershipofthe‘IthinkifyouaskanybodywhoorwhattheMCAwasunderhisdirection,thetemptationwouldbetosay"BrianO’Rorke".‘Petterfeelshisownstylewillbeverymuchdeterminedbytheobjectivesofthemembers:heseeshimselfasachannelforthosePART3PART·Readthearticlebelowaboutsicknessatworkin·ChoosethebestwordtofilleachgapfromA,B,CorDontheoppositepage.·Foreachquestion(21-30),markoneletter(A,B,CorD)onyourAnswerSheet.ResearchestimatesthatillnesscostsmallbusinessesinBritainamonthandahalfinlost(21)_productivitylastyear.21AcapacityB capabilityDefficiencyInBritain,employeescantakesick(25)_leave_foruptoaweek Owner-managerswerefarlesslikelytobeoffsickthantheirstaff:3.3daysonaverage,