剑桥商务英语中级全真模拟试题四.docx

剑桥商务英语中级全真模拟试题四.docx

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2012年剑桥商务英语中级全真模拟试题（四）

一、Reading

PARTONE

·Lookatthestatementsbelowandthebookreviewsontheoppositepage.

·Whichsection（A,B,CorD）doeseachstatement1-7referto?

·Foreachstatement1-7,markoneletter（A,B,CorD）.

·Youwillneedtousesomeoftheselettersmorethanonce

BusinessConsulting

A

Thisbookexploresthenewshapeofconsulting.Itexamineswhyorganisationsuseconsultants,howconsultingfirmscompeteandwhatconsultantsdo.Basedonhundredsofinterviewswiththemanagerswhohireconsultantsandthepeoplewhorunconsultingfirms;itoffersanautthorita-tiveanalysisofthismostshadowyofprofessions.Italsoprovidesinvaluablepracticaladviceonwhatorganisationsneedtodotogetthebestoutoftheconsultantstheyuseandwhatconsultingfirmsneedtodotoachievethebestresultsforthosetheyworkfor.

B

BrandsandBranding

Thisbookarguesthatbecauseofthepowerofnot-for-profitbrandsliketheRedCrossorOxfam,allorganisationsshouldmakethebrandtheircentralorganisingprinciple,guidingeverydecisionandeveryaction.Aswellasmakingthecaseforbrandsandexaminingtheargumentoftheantiglobalisationmovementthatbigbrandsarebullieswhichdoharm,thisbookreviewofbestpracticeinbranding,coveringeverythingfrombrandpositioningtobrandprotection,visualandverbalidentitytobrandcommunications.

C

EmergingMarkets

Usingtherealexperiencesofcompanieswhereverpossibletoillustratethepointsitmakes,thisextensivelyupdatedandrevisedsecondeditionofthisbookisaimedatbothmanagerswhoareinvolvedinenteringemergingmarketsforthefirsttimeandmanagerswhoarealreadyoperatinginthemItwillserveasaguideonhowtoavoidmistakesothercompanieshavemadeandhowtodetectweaknessesincurrentemergingmarketstrategies.

D

EssentialDirector

Managersmayrunacompanybutitisthejobofdirectorstomakesureitiswellrunandruninthedirection.Thislivelyandaccessibleguidetotheimportantsubjectofcorporategovernanceshowswhatneedstobedonetoensurehighstandardsandhowtodoit.Itisaimednotonlyatdirectors,butalsoatmanagersandstakeholdersineverykindofbusinessandorganisation.

1Theauthorofthisbookbelievesthatorganisationswillneveroveremphasizetheimportanceofbranding.

2Theauthorofthisbookconductedhundredsofinterviewsinthisfieldsoastoofferpracticaladvices.

3Youmayrefertoitasaguideifyouenter,forthefirsttime,thelineofbusinessdiscussedinthisbook.

4Readersofthisbookmayfinditserveasaguideonwhatneedstobedonetomakesureacompanyiswellrun.

5Thisbookcoversalmosteveryaspectofthefieldconcernedandalsoreviewsthebestpracticeinthisfield.

6Thetargetreadersofthisbookincludemanagers,stakeholdersaswellasdirectorsindifferentkindsofbusiness.

7Authenticexperiencesofsomecompaniesareusedtodemonstratethepointstheauthorwantstoargueinthesecondeditionofthisbook.

PARTTWO

·Readthearticlebelowaboutdecisionmakingpsychology.

·Choosethebestsentencefromtheoppositepagetofilleachofthegaps.

·Foreachgap1-5,markoneletter（A-G）.

·Donotuseanylettermorethanonce.

·Thereisoneextraletterwhichyoudonotneedtouse.

DecisionMakingPsychologyMadeSimple

Decisionsdecisions!

Understandingdecisionmakingpsychologycanenableyoutoreachaconclusionquicker.Whetherit'schoosingaholidaydestination,orprojecttofund.you'llfindthisoutlineofdecisionmakingpsychologyausefuladditiontoyourmanagementtoolkit.

Makingupyourownmindshould（intheoryatleast）betheeasiestafterall,there'sonlyonepersoninvolved!

Sowe'llskipontothemorechallengingareaofgroupdecisionmaking.Somehow.outofthepersonalityclashes,powerstrugglesandhiddenagendas,aperfectsolutionisexpectedtoemerge......

Ingroupdecisionmaking,thereareanumberofmethodsthatcanbeapplied,

（1）Themethodsthatareclosertothedirectiverange,meanthatthedecisionismadebyalimited,smallnumberofdecisionmakersinthegroup.Themethodsthatareloweronthespectrum.towardstheparticipatoryrange,meanthatthedecisionismadebyallthepartiesinvolved.

IndividualDominanceiswhereonepersoninthegrouphastheauthorityorpowertomakethefinaldecision.MinorityMinorityusuallytakestheformofdecisionsdelegatedfromlargergroupsandmadebysub-committees.MajorityRulesusuallyinvolvethegroupvotingonthealternativesandthealternativereceivingthemostvotes,wins.Consensusisachievedthroughgroupdiscussionofthealternatives,whereeverygroupmembercanagreeonanoptionandcommittotheoutcome.

Directivedecisionmakingisgreatwhentimeistightanddecisionsneedmadefast,Theriskisthatdecisionsmadebyonepersonareownedbyoneperson.Peopleaffectedbythedecisioncansoonmaketheirfeelingsknownbytheiractions.

（2）Ifthereisalowornegativebankaccountbetweenpeopleinvolved,theremaybetroubleahead!

（3）Insimpleterms,peoplewanttobeinvolved.Regardlessofpowerorstatus,knowingyouhavecontrolandinfluenceoveryourworkinglifeincreasessatisfactionandproductivity.

Itiswellknowninthecaringprofessionsthatofferingchoicehelpsspeedrecovery.Thebed-boundpatientwhoisaskedwhethertheywanttheircurtainsopenorclosed,orhasaplanttocarefor.faresbetterthanthosewhoselifeisentirelymanagedbyotherpeople,Involvingmorepeopleindecisionmakingisrisky.Ittakesmoretime.Itrequiresskilledfacilitation.Itdoesn'tguaranteesuccess.（4）

Decisionmakingpsychologyissimple-involvementgetsresults.Althoughpowerstruggles,personalityclashesandhiddenagendasarescaryterritory,overtime,powerdissipates,peoplegetonandagendasbecomemoretransparent.（5）Thedecisiontoworkthiswayisyours!

A、Toincreaseyourchanceofadecisionbeingaccepted,amoreparticipatoryapproachisrecommended.

B、Butwhatitdoesdo,isincreasethelikelihoodofdecisionsbeingownedandacteduponbyenoughpeopleforapositivechangetobeeffected.

C、Thesemethodsmapoutalongaspectrum,from'directive'to'participatory'decisionmaking.

D、Investsometimeinlearninggroupdecisionmakingtechniquesandgettingfacilitationexperienceandyouwillgetresults.

E、Ifthereisahighemotionalbankaccountbetweenpeopleinvolved,thedecisionmaybeacceptedalthoughnotliked.

F、Corporateexecutiveshavecometolearnthattobeeffective,doinggoodmustbegroundedinafirm'slong-termstrategy.

G、Sowe'llskipontothemorechallengingareaofgroupdecisionmaking.

PARTTHREE

·Readthearticlebelowaboutproductdifferentiationandthequestionsontheoppositepage.

·Foreachquestion1-6,markoneletter（A,B,CorD）.

EffectiveProductDifferentiation

Asobviousasitmaysound,thetruthistherearealotofbusinessesoutthere.Theoddsofnothavinganycompetitionarenexttoimpossible,andsomethinganyworthwhilebusiness,whetherbigorsmall,hastoeventuallycometoaccept.Everyoneofthosebusinessesaretryingtodotheexactsamething:

getpeopletobuytheirproducts.Whenfloodedwithsomanypotentialprospectsitisn'talwayseasyforthecustomerstoknowwhichbusinessisthebestandwhichonehasthebestproduct.Whatyouneedtodoishelpthemalong.

Differentiatingyourbusinessandyourproductsfromthecompetitionisbyfaroneofthemostimportantdetailswhendealingwithanykindofindustry.Everythingacompanydoes,fromthecreativeadstheyruntotheinventivepromotionstheyproducetothefullcolorbusinesscardstheyhandoutisgearedtowardsseparatingthemselvesfromtherestoftheflock.Ifyou'regoingtocompetewiththemyou'regoingtohavetodothesame,anddoitmoreeffectively.

Sometimesthemosteffectiveapproachescanbesomeofthemostsimplistic.Printingwell-coloredbrochuresgivesabusinessthechancetoshowtheircustomersthesubtleornotsosubtledifferencesbetweenthemandthecompetition,whetheritisbetterdesigns,betterfeatures,orbetterprices.Handingthemalistofalltheproductsorservicesyouofferallowsthemtheabilitytoseeexactlywhatthey'regettingwhentheydobusinesswithyou,andthemoreacustomerknowsaboutabusinessthebettertheoddsarethey'llfeelcomfortablewiththem.

But,evengoingbeyondtheproducts,boostingupyourcompanycanalsobeaneffectivetooltoplaceyouabovethecompetition.Whenyouhandapersonabusinesscard,fullycoloredwithauniquedesignyou'rehandingthemameanstorememberyou.Abusinesscardcansayalotaboutapersonandthebusinesstheyrun.Simple,drabcolorscanbeoffputtingtotheper,sonlookingforafriendlierbusiness.Therightcolorschemealonecandifferentiateyoufromthecompetition,andonceyou'vemanagedtoseparateyourselfout,you'llbeinaprimepositiontobewhothepersonfavorswhentheyneedthatspecificproduct.

Withcompetitionassteepasitistoday,everybusinesshasitshandsfulltryingtostayabovetherest.Wheneverylittlethingcounts,thebusinessthecustomerswilltaketoheartwillbetheonewhocanshowthemjustwhythey'rethebestqualified.Printingouttherightkindofcolorfulbrochureorbusinesscardcanbeavaluablemethodofsteppingawayfromthecrowdedbusinessfield.

13Accordingtothewriter,whatdoeseverybusiness,regardlessofitssize,makeefforttoachievenowadays?

A、Getpeopletobuytheirproducts.

B、Designandproducenewproduc