[語(yǔ)言類考試復(fù)習(xí)資料大全]劍橋商務(wù)英語(yǔ)高級(jí)模擬68

1、書(shū)山有路勤為徑，學(xué)海無(wú)涯苦作舟。祝愿天下莘莘學(xué)子：學(xué)業(yè)有成，金榜題名！語(yǔ)言類考試復(fù)習(xí)資料大全劍橋商務(wù)英語(yǔ)高級(jí)模擬68劍橋商務(wù)英語(yǔ)高級(jí)模擬68READINGPART ONEWhat is the opposite of each of these adjectives? practical impractical 1. compact b _答案: bulky2. modern o _答案: old-fashioned3. up-market d _答案: down-market4. value for money o _答案: overpriced5. reliable u _答案: unre

2、liable / erratic6. efficient i _答案: inefficientMatch each advertising slogan to the correct company. fast and efficient service innovative state-of the-art designs unbeatable value for money neat and compact solutions up-market designer labels at low prices reliable quality equipment morden function

3、al furniture 1. _ 2. _ 3. _ 4. _ 5. _ 6. _ 7.答案: neat and compact solutions8.答案: innovative state-of-the-art designs9.答案: fast and efficient service10.答案: up-market designer labels at low prices11.答案: unbeatable value for money12.答案: reliable quality equipmentPART TWOHow to Handle Customers Complain

4、ts. Complainers can damage a company faster than you can say Im sorry. But the companies with savvy are turning them into loyal buyers. Fred Jerome survived a frequent flyers nightmare. Boarding at 9:30 Pan Am shuttle in New York one morning, he expected to arrive in Boston in plenty of time for an

5、afternoon of business meetings. However Logan Airport was blanketed in fog and the pilot circled for two hours before landing in Hartford Connecticut, to refuel. No one may leave the plane the pilot announced, frustrating passengers who wished to switch to a rental car or use a telephone. When he th

6、en said he was returning to La Guardia Airport some passengers protested in fury. He relented and finally landed in Boston about 4pm. Jerome caught a flight home and arrived in New York at 6.30. His day was ruined and he was exhausted and angry. What should the company do for angry customers? to tho

7、se who have tackled the issue almost anything it can. 1 Simply listening to complaints boosts brand loyalty that is, a customers tendency to buy again. The key is getting customers to complain to the company rather than just to their friends, says John Goodman president of a consulting firm that has

8、 been studying corporate complainers for over a decade. 2 The average return for makers of consumer durables like washing machines and refrigerators is 100%. In other words, if manufacturers spend $1 million on handling complaints, they get $2 million in benefits. For banks it is as much as 170%. Th

9、e payoff can be even higher in retailing where top quality service is essential for keeping customers. Maryanne Rasmussen, vice president in charge of world-wide quality at American Express says, The formula I use is Better complaint handling equals higher customer satisfaction equals higher brand l

10、oyalty equals higher profitability. The growing evidence that customer happiness affects the Profits and Loss report is one reason that firms like Coca-Cola and British Airways have invested billions of dollars to improve complaint handling. 3Pan Ams response to Fred Jerome was a case study of how n

11、ot to handle complaints, At the end of Jeromes 9 hour ordeal, a Pan Am steward advised him to complain to the customer service unit at the airlines New York Headquarters. Jerome went to the headquarters only to be told that Pan Ams LaGuardia Airport office handles complaints about the shuttle servic

12、e. 4 He finally reached a representative who told him coldly, We are not responsible for delays caused by the weather.Jerome expressed his frustration by writing a column for the New York Times. 5 John Siefert, a vice. president of the Eastern Air Lines shuttle, sent Jerome a sympathetic letter of.

13、fering him a free flight. Jerome declined. I would have been happy with an apology from Pan Am he says. Pan Am Says it wrote to Jerome. He says he still has not heard from the airline and now will fly the Pan Am shuttle only as a last resort. 6 80% of complaints are from travelers who are dissatisfi

14、ed with the airlines responses to problems. Interestingly the three airlines including Pan Am, and Eastern which lest the most money last year also attract the most consumer complaints. Far fewer complaints come from fliers on the healthiest US airlines. Dan Smith director of consumer affairs at the

15、 International Airline Passengers Association in Dallas, says these carriers satisfy unhappy clients by always giving a full explanation if they can t comply with a request for action. A What should the company do for angry customers?B Studies show customers tell twice as many people about bad exper

16、ience as good ones, so complainers who are left unhappy can ruin a companys image.C Customers seem to appreciate companies more if top managers hear their complaints.D some 20 letters and calls from other annoyed air travelers.E The person he tried to contact at the airport was not there, and omitte

17、d to reply to a message Jerome left.F The firm used dozens of business factors to calculate the return on investment involved in a company establishing service units that handle complaints and inquiries.G In the airline industry, the correlation between customer contentment and profitability is stro

18、ng.H Programs include intensive staff training, liberal refund policies and ways of helping customers make complaints to the company like free phone calls.1.答案: B2.答案: F3.答案: H4.答案: E5.答案: D6.答案: GPART THREE Personal SellingPersonal selling is a process of informing potential buyers about and persua

19、ding them to purchase a product. It is the most flexible of all promotional methods because it allows marketers to communicate specific information that might trigger a purchase. Of all the promotional activities, only personal selling can zero in on a prospect and attempt to persuade the prospect t

20、o make a purchase. Although personal selling has a lot of advantages, it is one of the most costly forms of promotion. A sales mil on an industrial customers in the U.S. can cost as much as $ 200or $ 300. Many products require personal selling in order for the company to achieve sales results. A com

21、pany must employ effective salespeople to describe a products advantages and benefits to compete with the sales forces of competing firms. Professional salespeople are professional communicators. They know their companies, their products, competitors, customers, and themselves. Many factors affect a

22、 marketers selection of the type of salesperson to employ. The products complexity, the type of market, and the general nature of distribution in a particular industry are all important considerations. Three distinct salespersons are order takers, creative salespersons, and support salespersons.Orde

23、r takers are salespeople who execute sales for customers who have already decided to buy the product from a particular organization. Their major role is to make sure that suppliers are adequate and there are no problems in the purchase. Inside order takers are located in sales offices and receive or

24、ders by mail or telephone. Outside order takers many engage in some important sales functions for the comparty by encouraging customers to increase the size of their orders or reminding them to purchase certain products. In many firms, order takers generate the majority of sales.Creative salesperson

25、s are involved in informing and persuading a prospect to buy a product. The creative salesperson tries to increase the firms sales by finding new customers and encouraging old customers to purchase. A key role of the creative salesperson is to find new prospects and convert them into customers. Prod

26、ucts such as automobiles, insurance, furniture, and appliances require the skill of creative salespeople to maintain sales levels.Support salespersons facilitate and assist in the selling function but usually do not take orders. They are used in markets where educating the customer, building good wi

27、ll, and providing service are important for supporting the overall sales volume of the company. Technical salespersons, for example, are support salespersons who provide engineering and other types of technical assistance. They help with product application, specific system design, and provide techn

28、ical information about how a product will function best under particular environments or situations. Technical salespersons are often used for computers, machinery and equipment, and steel and chemicals.Prospecting. The first step in personal selling is to identify potential buyers of the product th

29、at is being sold. This can be done by examining directories or trade lists that identify people who use various types of products. The salesperson concentrates his or her efforts on prospects who have needs and wants, financial ability, and authority to purchase the product.Approaching. The salesper

30、son finds and analyzes information about prospects needs and desires for products. The information helps the .salesperson approach the potential customer. There are different types of approaches. Using a referral, the salesperson explains to the prospect that an acquaintance or some other person has

31、 indicated that the prospect might be interested in the product. Using cold canvassing, the salesperson calls on potential customers without any prior notice or referral.Presenting. After making the approach, the salesperson must make a presentation to get the prospects attention and to persuade the

32、 prospect to buy the product. In making the presentation, it is important for the salesperson to use stimulating methods. Demonstrating the product and using visual aids such as a videotape or slides can assist greatly in the presentation. The salesperson should demonstrate what the product can do a

33、nd the benefits associated with it.Handling objections. Objections are reasons mentioned by the prospect for not buying the product. One of the best ways for a salesperson to handle an objection is to try to anticipate and counter it before it is expressed. Doing this is risky, however, because the

34、salesperson may bring up an objection that the prospect had not thought of. At any rate, objections should be dealt with immediately when they arise. A good salesperson does not dodge objections but find out what the objections are and tries to deal with them. A successful sale may depend on how wel

35、l the salesperson handles objections.Closing. Closing is asking the prospect to buy the product. It is an important step in personal selling because a customer may actually be reluctant to volunteer to purchase a product. Prospects usually need some encouragement or persuasion to make a purchase dec

36、ision. This is the salespersons last spurt and determines whether the sale will be consummated. A trial close involves asking questions that assume the customer is going to buy the product, its purpose is to get answers to identify objections. The trial close indicates what decision is going to be m

37、ade. Trial closing questions relate to matters such as delivery dates and model colors.Following up. A good salesperson follows up on a successful sale to make sure the customer is satisfied with the purchase. The salesperson may check to see whether the product was delivered on time and whether the

38、 buyer got exactly what he or she wanted. Waiters and waitresses often ask How was your dinner? This is a follow-up question to make sure that customers are leaving satisfied. Only a satisfied customer will return; therefore, the follow-up is necessary for the salesperson to have repeat business. Th

39、e follow-up helps develop rapport with the buyer and ensure an ongoing relationship.1. Compared with other promotional methods, personal sailing is more _.A.reliableB.communicative and directC.believableD.dissuasive答案:B2. One of the disadvantages of personal selling lies in its _.A.competitionB.flex

40、ibilityC.complexityD.heavy cost答案:D3. According to the passage, the key role of creative salespeople is to find _.A.new prospectsB.potential customersC.new consumersD.potential markets答案:C4. To ensure adequate supplies and smooth purchase is the main task for _.A.order-take salespeopleB.creative sal

41、espeopleC.support salespersonsD.persuasive salespersons答案:A5. The main role of following up is to _.A.ask how the customer likes the productB.ensure customer satisfactionC.continue to persuade customers to buy the productsD.make further efforts to identify potential buyers答案:B6. Of these selling ste

42、ps, which plays a more critical role in a successful sale?A.Approaching.B.Prospecting.C.Presenting.D.Handling objections.答案:DPART FOUR Matching Prices to Demandin Real Time Can an ice cream shop charge more for a cone on a hot day? Should a parking space get 1 as the garage fills up? Boston Consulti

43、ng Group senior adviser George Stalk believes business canand shouldcharge according to 2 The idea builds on a longtime strategy most 3 the airline industry, called yield management, in which carriers 4 prices as planes fill up. The consultant, who in the late 1980s coined the term time-based compet

44、ition, the notion that 5 is a strategic weapon, thinks far more companies could take similar steps to match prices to real-time customer demand. Such moves are especially 6 following a year when oil and commodities prices swung wildly, he notes, companies couldnt change prices as fast as they needed

45、 to. Stalk says existing technologies such as radio-frequency identification, GPS, and wireless networks could someday make what he calls dynamic pricing a reality. He points to Ohio auto insurer Progressive, which is expanding its MyRate program that offers discounts in return 7 demonstrably safe d

46、riving habits. Customers who 8 to the program can plug a device into their cars diagnostic ports, often situated beneath the steering wheel. The devices then wirelessly 9 data to Progressive on how many miles customers travel, how fast they drive, and other factors. Progressive uses the information

47、to offer policyholders discounts every six months for safe behaviour and, in states where its allowed by laws, to tack 10 surcharges for risky driving. 1.A.cheapB.expensiveC.costlyD.costlier答案:D解析 根據(jù)上下文，需求越大，價(jià)格越高。此處應(yīng)填“貴”的比較級(jí)。D選項(xiàng)costlier為costly的比較級(jí)形式，意為“更貴的”，符合此處的文意；選項(xiàng)A意為“便宜的”；選項(xiàng)B意為“昂貴的”；選項(xiàng)C意為“貴的”，皆不

48、符合。2.A.priceB.productionC.demandD.consumption答案:C解析 根據(jù)上下文，價(jià)格隨需求大小而變動(dòng)。此處應(yīng)填“需求”。C選項(xiàng)demand意為“需求，需要”，符合此處的文意；選項(xiàng)A意為“價(jià)格”；選項(xiàng)B意為“產(chǎn)品”；選項(xiàng)D意為“消費(fèi)”，皆不符合文意。3.A.associated withB.depending onC.belonged toD.assisted by答案:A解析 根據(jù)上下文，這一觀念最初來(lái)自航空公司，即和航空公司關(guān)系緊密。A選項(xiàng)associated with意為“與相聯(lián)系，與相符”，符合此處的文意；選項(xiàng)B意為“依靠，依賴”；選項(xiàng)C意為“屬于”；

49、選項(xiàng)D意為“由協(xié)助”，皆不符合此處文意。4.A.promoteB.shiftC.switchD.decrease答案:B解析 根據(jù)上下文，在艙位越來(lái)越少的時(shí)候，機(jī)票價(jià)格會(huì)越來(lái)越高，即價(jià)格會(huì)發(fā)生變動(dòng)。B選項(xiàng)shift意為“轉(zhuǎn)換，改變”，符合此處的文意；選項(xiàng)A意為“職位提升，促進(jìn)”；選項(xiàng)C意為“開(kāi)關(guān)轉(zhuǎn)換，交換”；選項(xiàng)D意為“減少”，皆不符合文意。5.A.competitionB.priceC.timeD.reality答案:C解析 根據(jù)上文的“time-based competition”，時(shí)間是價(jià)格定位的戰(zhàn)略武器。C選項(xiàng)time意為“時(shí)間”，與此處文意相符；選項(xiàng)A意為“競(jìng)爭(zhēng)”；選項(xiàng)B意為“價(jià)格”

50、；選項(xiàng)D意為“事實(shí)”，皆不符合文意。6.A.criticalB.obviousC.awkwardD.visible答案:A解析 根據(jù)上下文，在石油和其他商品價(jià)格動(dòng)蕩時(shí)期，這一舉措尤為重要。A選項(xiàng)critical意為“至關(guān)重要的”，符合此處的文意；選項(xiàng)B意為“明顯的”；選項(xiàng)C意為“尷尬的”；選項(xiàng)D意為“可見(jiàn)的”，皆與此處的文意不符。7.A.toB.forC.withD.as答案:B解析 本題考查in return for的用法，意為“作為對(duì)的報(bào)答；作為對(duì)的交換”，因此選項(xiàng)B為正確答案。8.A.select inB.opt inC.opt upD.select up答案:B解析 根據(jù)上下文，此處意

51、為“參加這一活動(dòng)的人”。B選項(xiàng)opt in意為“決定參與，決定做”，符合此處的文意；選項(xiàng)A意為“在中選擇”；選項(xiàng)C沒(méi)有此種搭配；選項(xiàng)D意為“選出來(lái)”，皆不符合此處的文意。9.A.downloadB.uploadC.conveyD.transport答案:B解析 根據(jù)上下文，該設(shè)備可以無(wú)線上傳客戶的各種駕駛信息。B選項(xiàng)upload意為“上傳”，符合此處的文意；選項(xiàng)A意為“下載”；選項(xiàng)C意為“傳遞”；選項(xiàng)D意為“運(yùn)輸”，意義皆不符合此處文意。10.A.onB.offC.withD.for答案:A解析 本題考查固定搭配tack on的用法，意為“增補(bǔ)，添加”。此處意為“對(duì)危險(xiǎn)駕駛者增收費(fèi)用”，tac

52、k on符合此處的文意。PART FIVEHelp for Exporters to Speak the Language The new Languages in Export Advisory Scheme has been started to help companies that are keen to export and have fewer than two hundred and fifty employees. It means that they 1 eligible for a grant of up to fifty per cent of the cost of t

53、hree-and-a-half days on-site consultancy. The scheme defines ways of meeting the businesss language needs 2 relating its product or service to the overseas market. There are two stages: the first stage, 3 lasts half a day, gives employers understanding of the issues involved in exporting and briefs

54、4 on local language and export information centres. The second, three-day stage provides expert advice on competing effectively 5 overseas markets. A specialist in exports and language use analyses the firms language needs and produces a plan 6 developing strategies. Strategies that might 7 consider

55、ed include establishing on-line or phone links with an interpreting company, hiring a native of a particular country on a contract basis, advertising for someone 8 fluency in a particular language, and locating a foreign student on placement or at a local business school. Such people might help the

56、boss to 9 up a stand at a business exhibition in a foreign city, as 10 as handle the paperwork and deal with clients. It is hoped that many small businesses all over the world will benefit from this idea in the future. 1.答案:ARE解析 be eligible for是常見(jiàn)搭配，表“有資格”意，故選該詞。2.答案:OF解析 介詞短語(yǔ)作定語(yǔ)，修飾前面的needs一詞。3.答案:WHICH解析 which引導(dǎo)定語(yǔ)從句，修飾前面的the first stage。4.答案:TH