BEC剑桥商务英语中级考试真题汇总.doc

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1、BEC剑桥商务英语中级考试真题汇总 为了让大家更好的学习商务英语BEC考试，给大家整理了BEC商务英语中级考试真题,下面就和大家分享，来欣赏一下吧。真题一Market Entry The PioneerMarc Crystal discusses the be first to marketprincipleThe timing of market entry is critical to the success of a new product. A company has two alternatives: it can compete to enter a new product mar

2、ket first - otherwise known as pioneering - or it can wait for a competitor to take the lead, and then follow once the market has been established. Despite the limitations of existing research, nobody denies that there are advantages to being a pioneering company. Over the years, there has been a go

3、od deal of evidence to show a performance advantage for pioneers.For many new products, customers are initially unsure about the contribution of product characteristics and features to the products value. Preferences for different characteristics and their desired levels are learned over time. This

4、enables the pioneering company to shape customer preferences in its favour. It sets the standard to which customers refer in evaluating followers products. The pioneering product can become the classic or original product for the whole category, opening up a flood of similar products onto the market

5、, as exemplified by Walkman and Polaroid.The pioneering product is a bigger novelty when it appears on the market, and is therefore more likely than those that follow to capture customer and distributor attention. In addition, a pioneers advertising is not mixed up with competitors campaigns. Even i

6、n the long term, followers must continue to spend more on advertising to achieve the same effect as pioneers. The pioneers can set standards for distribution, occupy the best locations or select the best distributors, which can give them easier access to customers. For example, in many US cities the

7、 coffee chain Starbucks, as the first to market, was able to open coffee bars in better known locations than its competitors. In many industrial markets, distributors are not keen to take on second and third products, particularly when the product is technically complex or requires large inventories

8、 of spare parts.Switching costs arise when investments are required in order to switch to another product. For example, many people have developed skills in using the traditional qwerty keyboard. Changing to the presumably more efficient dvorak keyboard would require relearning how to type, an inves

9、tment that in many cases would exceed the expected benefits in efficiency. Switching costs also arise when the quality of a product is difficult to assess. People who live abroad often experience a similar cost when simple purchase decisions such as buying detergent, toothpaste or coffee suddenly be

10、come harder because the trusted brand from home is no longer available. Pioneering products have the first chance to become this trusted brand. Consequently, the companies that follow must work hard to convince customers to bear the costs and risks of switching to an untried brand of unknown quality

11、.Unlike other consumer sectors, the value to customers of many high technology products relies not only on their features but also on the total number of users. For example, the value of a videophone depends on the number of people using the same or a compatible system. A pioneer obviously has the o

12、pportunity to build a large user base before competitors enter the market. This reduces followers ability to introduce differentiated products. There are other advantages of a large user base, such as the ability to share computer files with other users. Thus, software companies are often willing to

13、 give away products to build the market quickly and set a standard.13 In the first paragraph, the writer points out thatA there is general agreement on the benefits of pioneering products.B companies are still uncertain about how to market new products.C most companies prefer to market new products

14、independently.D there are now guidelines to help those who wish to pioneer.14 According to the information in the second paragraph, how do customers approach new products?A They take some time to develop a liking for them.B They make comparisons with other new products.C They need some persuasion to

15、 purchase them.D They consider cost an important feature.15 The writer refers to Walkman and Polaroid because they wereA better than any of their followers.B copied many times by their followers.C quickly accepted by consumers.D designed for a particular market.16 When pioneering products are promot

16、ed, the writer notes thatA a heavy financial investment is required.B a wide variety of advertising methods must be used.C a clear message is likely to be communicated.D a long campaign is usually necessary.17 In the keyboard example, the costs the writer is referring to are concerned withA the pric

17、e of the products.B the quality of the products.C the need for user training.D the lack of useful information.18 According to the final paragraph, the high technology market differs from other consumer markets in thatA it is still a relatively new area of consumerism.B it is not dependent on product

18、 characteristics alone.C there are so many different types of product on the market.D there is such a great demand for high technology products.Market EntryThe Pioneer，市场准入，先行者。这篇*讲的就是经济学里提到的“先行者优势”。在一个市场上抢占了先机，给了消费者先入为主的印象，后来者想要占领市场就会比较困难。13题，问第一段作者指出了什么观点。第一段是引出全文，说明了做先行者的优势。答案是despite后面的一句：Despit

19、e the limitations of existing research, nobody denies that there are advantages to being a pioneering company。没有人会否认做先驱公司有很多的优势。所以这题的答案是A：对于先驱产品的好处已经达成了共识。nobody denies也就是there is general agreement，advantages to being a pioneering company对应于the benefits of pioneering products。14题，问根据第二段的信息，消费者是怎么处理新

20、产品的。Approach在这里是处理的意思：to start dealing with a problem, task, etc. in a particular way:。答案是这一句：Preferences for different characteristics and their desired levels are learned over time对不同特性的喜爱以及他们预期的水平是要通过时间来培养的。也就是答案A所说的他们需要时间来培养喜欢。15题，问作者列举walkman和Polaroid的原因是什么。作者是在第二段的最后一句话里列举他俩的：The pioneering pr

21、oduct can become the classic or original product for the whole category, opening up a flood of similar products onto the market, as exemplified by Walkman and Polaroid.这些先驱产品变成了全部目录里德经典或者原版产品，引发了一系列相似产品涌进市场。所以答案选B：被追随者抄袭了无数次。Similar products其实就是copy的含蓄说法。16题，有待斟酌17题，问在键盘的例子中，作者提到的成本是同什么相关联的。答案在第四段：F

22、or example, many people have developed skills in using the traditional qwerty keyboard. Changing to the presumably more efficient dvorak keyboard would require relearning how to type。很多人已经培养出了使用传统键盘的技巧，换做可能更有效的键盘需要重新学习怎么样打字。也就是这题的答案选C：使用者需要重新训练。18题，问在最后一段中，高科技市场同其他消费者市场相区别的地方在哪里。答案是最后一段的这么一句：the val

23、ue to customers of many high technology products relies not only on their features but also on the total number of users不仅依赖于高科技产品的特征还有使用者的总人数。答案选B：不仅仅只依赖于产品的特性。真题二Another successful yearThe UK-based agricultural and garden equipment group PLT has had another successful year and is looking forward t

24、o the future with confidence. The group, which also has distribution and fuel (19),has enjoyed record profits for the fifth year in a (20) . Pre-tax profits for the year (21) March 31 rose by 24 per cent to ?4.2 million.Total group sales (22) by five per cent to ?155 million, with the agricultural b

25、usiness delivering yet another record (23), despite the somewhat difficult trading (24) in the industry. Sales in the garden equipment (25) were slow in the early months of the year, but increased dramatically in the final quarter.Chairman Suresh Kumar said, It is my (26) that we have continued to g

26、row by (27) our customers well. I am delighted to (28) the continued development of our customer (29) and I would like to thank all our customers for their (30).As well as an increase in customers,our staff numbers also continue to grow. During the year, we have taken(31)58 new employees, so that ou

27、r total workforce now numbers in excess of 700. All of the staff deserve my praise for their dedication and continued efforts in (32) these excellent results.The group has proposed a final (33) of 9.4p per share, bringing the total to 13p for the year.19 A commitments B interests C responsibilities

28、D benefits20 A row B series C line D sequence21 A completing B closing C finalising D ending22 A extended B lifted C expanded D climbed23 A display B production C performance D demonstration24 A conditions B features C states D aspects25 A part B division C component D side26 A certainty B thought C

29、 belief D idea27 A caring B dealing C providing D treating28 A inform B notify C comment D report29 A source B base C foundation D origin30 A support B favour C assistance D service31 A up B back C on D over32 A winning B gaining C achieving D earning33 A dividend B recompense C return D interest这是一

30、篇总结性的*，讲述了一个公司一年的业绩状况，形势喜人。19题，interests在这里的用法比较特殊，不是兴趣，而是股权，权益的证明：1)Something in which such a right, claim, or share is held:权益、债权或股权的证明：has interests overseas.有海外产权2)A person or group of persons holding such a right, claim, or share:持有此种权益、债权或股权的人或集团：a petroleum interest.石油业者20题，很显然意思是连续五年利润创记录，in

31、 a row是固定短语，连续几次的，连续不断的;in a line是成一排。21题，年税前收益截至3月31日增长了24%，达到了420万英镑。the year ending March 31，表示以3月31日结束22题，意思很明显，销售增长了5%。climb有一种用法是指数量或水平的增长(to increase in number, amount, or level)。例句：The temperature has climbed steadily since this morning.23和24题，虽然整个行业的贸易状况很困难，但是agricultural business创造了另一个创纪录的

32、表现。25题，garden equipment division 园林设备部。截至目前所做的解析，这个division已经是第二次在完形填空里出现了。26和27题，It is my belief that 我相信。我相信是因为好好对待了客户所以我们才会持续增长。28题，很高兴报告客户基数的持续增长。从意思上看可以排除C，A和B都是比较正式的通知，选D，报告。29题，customer base客户基数，这也已经是第二次考到了。30题，典型的客套话，感谢客户的支持。31题，新增了58位新员工。take up占据，拿起，继续，开始从事等等;take back拿回，收回;take on一般做呈现讲，有

33、雇佣的意思(朗文：to start to employ someone)，例句：Were taking on 50 new staff this year.take over接管。32题，付出了持续不断的努力实现了这些结果。achieve是最地道的。33题，只需要理解dividend的意思就行了，因为后面有share(股份)，dividend是红利。recompense是给.以补偿。疑问：23题为什么不能选D做“示范”讲?先从*的内容来理解的话，23这个空说的是agricultural business的业绩好，表现好，用performance是很完美合适的具体说这个demonstration

34、,的确有“示范”的意思，但在英英词典是这么解释的：“an act of explaining and showing how to do something or how something works”,中文做“演示”讲所以用在这里是不合适的，并没有进行业绩演示你理解的“示范”，应该是那种带有榜样性质的示范。单看中文意思很容易混淆真题三Department Store MagicFor most of the 20th century Smithsons was one of Britains most successful department stores, but by the mid

35、-1990s, it had become dull. Still profitable, thanks largely to a series of successful advertising campaigns, but decidedly boring. The famous were careful not to be seen there, and its sales staff didnt seem to have changed since the store opened in 1908. Worst of all, its customers were buying few

36、er and fewer of its own-brand products,the major part of its business, and showing a preference for more fashionable brands.But now all this has changed, thanks to Rowena Baker, who became Smithsons first woman Chief Executive three years ago. Since then, while most major retailers in Britain have b

37、een losing money, Smithsons profits have been rising steadily. When Baker started, a lot of improvements had just been made to the building, without having any effect on sales, and she took the bold decision to invite one of Europes most exciting interior designers to develop the fashion area, the h

38、eart of the store. This very quickly led to rising sales, even before the goods on display were changed. And as sales grew, so did profits.Baker had ambitious plans for the store from the start. Were playing a big game, to prove were up there with the leaders in our sector, and we have to make sure

39、people get that message. Smithsons had fallen behind the competition. It provided a traditional service targeted at middle-aged, middle-income customers, whod been shopping there for years, and the customer base was gradually contracting. Our idea is to sell such an exciting variety of goods that ev

40、eryone will want to come in, whether they plan to spend a little or a lot. Bakers vision for the store is clear, but achieving it is far from simple. At first, many employees resisted her improvements because they just wouldnt be persuaded that there was anything wrong with the way theyd always done

41、 things, even if they accepted that the store had to overtake its competitors. It took many long meetings, involving the entire workforce, to win their support. It helped when they realised that Baker was a very different kind of manager from the ones they had known.Bakers staff policies contained m

42、ore surprises. The uniform that had hardly changed since day one has now disappeared. Moreover, teenagers now get young shop assistants, and staff in the sports departments are themselves sports fans in trainers. As Baker explains, How can you sell jeans if youre wearing a black suit? Smithsons has

43、a new identity, and this needs to be made clear to the customers. Shes also given every sales assistant responsibility for ensuring customer satisfaction, even if it means occasionally breaking company rules in the hope that this will help company profits.Rowena Baker is proving successful, but the

44、Citys big investors havent been persuaded. According to retail analyst, John Matthews, Money had already been invested in refurbishment of the store and in fact that led to the boost in sales. She took the credit, but hadnt done anything to achieve it. And in my view the companys shareholders are no

45、t convinced. The fact is that unless she opens several more stores pretty soon, Smithsons profits will start to fall because turnover at the existing store will inevitably start to decline.13 According to the writer, in the mid-1990s Smithsons department storeA was making a loss.B had a problem keep

46、ing staff.C was unhappy with its advertising agency.D mostly sold goods under the Smithsons name.14 According to the writer, Smithsons profits started rising three years ago because ofA an improvement in the retailing sector.B the previous work done on the store.C Rowena Bakers choice of designer.D

47、a change in the products on sale.15 According to Rowena Baker, one problem which Smithsons faced when she joined was thatA the number of people using the store was falling slowly.B its competitors offered a more specialised range of products.C the stores prices were set at the wrong level.D customer

48、s were unhappy with the service provided.16 According to the writer, many staff opposed Bakers plans becauseA they were unwilling to change their way of working.B they disagreed with her goals for the store.C they felt they were not consulted enough about the changes.D they were unhappy with her style of management.17 Baker has changed staff policies because she believes thatA the cor