剑桥商务英语中级考试真题.docx
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剑桥商务英语中级考试真题
剑桥商务英语中级考试真题
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
THEARTOFPERSUASION
Letmesendyouourbrochureisprobablythemostcommonlyusedphraseinbusiness.Butalltoooften,itcanspelltheendofacustomerenquirybecausemanybrochuresappeartobeproducednottoclarifyandtoexcitebuttoconfuse.Sowhatgoeswrongandhowcanitbeputright?
Toooften,businessesfailtoaskthemselvescriticalquestionslike,Whowillthebrochurebesentto?
Whatdowewanttoachievewithit?
Thetruthisthatabrochurehasusuallybeenproducedfornootherreasonthanthatthecompetitionhasone.
However,withalittleresearch,itoftentranspiresthatwhattheclientwantsisamixture:
partmailshot,partglossycorporatebrochureandpartproductcatalogue-acombinationrarelyfound.Havingsaidthat,thebudgetislikelytobefinite.Theremaynotbeenoughmoneytomeetallthreemarketingneeds,sothefirsttaskistoplanthebrochure,takingintoaccountthemostsignificantofthese.Theotherrequirementswillhavetobemetinadifferentway.Afterall,introducingthecompanysproductrangetonewcustomersbymailisadifferenttaskfromsellinganewseasonscollectiontoexistingcustomers.
Thesecondtaskistogetthecontentright.In95percentofcases,acompanywillhireadesignertooverseethelayout,sothefinalproductlooksstylish,interestingandprofessional;buttheydontgetacopywriterorsomeonewiththerightexpertisetoproducethetext,oratleasttidyitup-andthisshows.Abiggerfailingistoproduceabrochurethatisnotcustomerfocused.Yourbrochureshouldcoverareasofinteresttothecustomer,concentratingonthebenefitsofbuyingfromyou.
Instead,thousandsofbrochuresstartwithahistorylesson,Foundedin1987,wehavebeensellingourproducts..Icanassureyouthatcustomersarenevergoingtosaytothemselves,Theyvebeenaroundfor20years-Illbuyfromthem.Itsnothowlongyouvebeeninbusinessthatcounts,itswhatyouvedoneinthattime.Theimportantpointtogetacrossatthebeginningisthatyouhaveagoodtrackrecord.Oncethishasbeenestablished,therestofthebrochureshouldaimtoconvincecustomersthatyourproductsarethebestonthemarket.
Itishelpfulwithcontenttogetinsidethecustomershead.Ifyouraudienceisyoungandtrendy,becreativeandcolourful.Asalways,createalistofthebenefitsthatpotentialcustomerswouldgainfromdoingbusinesswithyou,forexample,productquality,breadthofrange,expertiseofstaffandsoon.Butrememberthatitisnotenoughjusttostatethese;inordertopersuade,theyneedtobespeltout.Onepossibilityistoquoterecommendationsfromexistingcustomers.Thisalsomakesthebrochurepersonaltoyou,ratherthanitsimplybeingasetofsuppliersphotographswithyournameonthefront.
Atthedesignstage,therearemanyproductionfeaturesthatcandistinguishyourbrochurefromtherunofthemill.Youmaythinkthatthingslikecutoutsorpop-upswilldothisforyouandthusmakeyoustandout,oryoumaythinktheyjustlooklikedesignerwhimsthataddcost.Gothroughalltheoptionsindetail.Oneofthemmightbethatall-importantmagicalingredient.
13Whatpointdoesthewritermakeaboutbrochuresinthefirstparagraph?
ACustomerexpectationsofthemaretoohigh.
BTheyoughttobemorestraightforwardindesign.
CInsufficientthoughttendstogointoproducingthem.
DCompaniesshouldensuretheyusethemmorewidely.
14Thewritersadvicetocompaniesinthesecondparagraphisto
Aproduceabrochuretoadvertisenewproductlines.
Buseabrochuretoextendthecustomerbase.
Cacceptthatabrochurecannotfulfileveryobjective.
Daimtogetabiggerbudgetallocationforproducingbrochures.
15Inthethirdparagraph,whichofthefollowingdoesthewritersaywouldimprovethemajorityofbrochures?
Abetterlanguageandexpression
Bbetteroverallappearance
Cmoreup-to-datecontent
Dmoreproductinformation
16Intheintroductiontoabrochure,thewriteradvisescompaniestofocuson
Atheirunderstandingofthebusinessenvironment.
Btherangeofproductstheyoffer.
Ctheiruniquemarketposition.
Dthereputationtheyhavebuiltup.
17Whendiscussingbrochurecontentinthefifthparagraph,thewriterremindscompaniesto
Aconsideroldcustomersaswellasnewones.
Bprovidesupportfortheclaimstheymake.
Cavoidusingtheirownphotographs.
Dincludedetailsofqualitycertification.
18Whatdoesrunofthemillinline67mean?
Aeye-catching
Bcomplicated
Cstylish
Dordinary
《Theartofpersuasion》,劝说的艺术。
这里的劝说(persuasion)带点广告的意思,是指怎么样设计广告手册(brochure)才能吸引顾客,也就是劝顾客掏钱购买产品。
第一段引出话题,说广告手册常常设计得不合理,会把客户弄糊涂,从而结束客户的咨询。
很多企业并没有思考一些关键性的问题,比如想通过广告手