BEC高级商务英语试题文档格式.docx

BEC高级商务英语试题文档格式.docx

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●Youwillneedtousesomeoftheselettersmorethanonce.

Example:

1Someonehasleftacompetitortojointhiscompany.

ABCDE

1Someoneismovingfromonefirmtoitsparentcompany.

2Itisrumouredthatsomeonewasaskedtoleavethiscompany.

3Thiscompanyistryingtohaltthedeclineinsalesofoneofitsproducts.

4Oneofthefoundersofthiscompanyhasleft.

5Thereisaplantochangetheimageofasectionofthiscompany.

6Forthefirsttime,thiscompanyhastakenoveraforeigncompany.

7Oneofthestaffofthiscompanyhasnoclearfunction.

8Thiscompanyusedtobeheadedbytwopeople.

A

WesternMedia

WesternMediahasdraftedinCarolSpencer,thetopmarketerinitsradiosubsidiary,tobe

itsfirstmarketingdirectorandgiveitsMusic&

SportsMagazinesdivisionamajorrevamp.Shewilltakechargeofaportfolioofsixtitles,andplanstogivethedivisionanewidentity,replacingitscurrent,veryfunctionalnamewithamoreemotionallyinvolvingone.SpenceralsointendstodevelopaTVorradioshowbasedononeofitsmagazines,inanattempttoreverseitsflaggingsalesfigures.

B

Franklin’s

UKfurnituremanufacturerFranklin’shaspartedcompanywithitsmarketingdirectorGaryParker.Franklin’srefusedtocommentastowhetherheleftofhisownaccord,althoughsourceshintthatthiswasnotthecase.Hisreplacement,JuliaHowell,previouslyhisnumbertwo,hasbeenasuccessfulmarketersinceshestarterherownmarketingconsultancytwentyyearsago.HertasknowistoregainFranklin’sformerpositionasUKmarketleader:

althoughsaleshaveheldsteady,inpercentagetermsthecompanyhasbeenovertakenbyseveralrivals.

C

Flyway

Flyway,thelow-costairline,hasappointedSimonLewisasitsnewheadofsalesandmarketingtodevelopthebrandthroughoutEurope.Lewishasspenthisentireworkinglifewithintheindustry,joiningfromthemarketingdepartmentoflongtimerivalCoastalAirways,wherehecontrolledmarketingactivitiesintheUK.HewillworkwithTeresaCampbell,whohelpedlaunchtheFlywaybrand.However,notonlyCoastalisunhappywiththeappointment:

CharlesWalters,Flyway’sformercontrollerofmarketingplanning,ispoisedtoquitafterbeingleftwithoutarole.

D

BDH

AlanDean,thecolourfuljointchiefexecutiveofmediacompanyBDH,hasresignedfromthecompanywhichhehelpedestablish,citingpersonalissues.Shareholdersandstaffwereinformedofhisdecisionlastmonth.JointchiefexecutiveofficerCharlesBurnetttakessolechargeofthecompanytemporarily,andhasannouncedthattherewillbenochangeinstrategy.Accordingtoinsiders,AlanDean’sdepartureistheresultofapersonalityclashratherthandisagreementonthewaythecompanywasmoving,andthesearchisonforareplacement

E

Granville

SoftdrinksproducerGranvillehasacquiredanAustralianproducer,adepartureforGranvilleaspreviouslyithadonlyshowninterestindomesticpurchases.Asaresult,JennyNorris,formerlyheadofcorporatedevelopment,hasbeenpromotedtothenewlycreatedpositionofheadofinternationalsoftdrinks.Assuchshewillberesponsiblefordevelopingallthegroup’sinternationalactivities,includingbothmarketingandacquisitions.Hermovehasresultedinareshuffleofherpreviousdepartment,where,insteadofreplacingher,thecompanyintendtoreallocateresponsibilitiestoremainingstaff.

PARTTWO

Questions9–14

●Readthetexttakenfromtheannualreportofaretailcompany.

●Choosethebestsentencefromtheoppositepagetofilleachofthegaps.

●Foreachgap9–14,markoneletter（A-H）onyourAnswerSheet.

●Donotuseanylettermorethanonce.

●Thereisanexampleatthebeginning.（0）

Duringthepastyear,turnoverincreasedby6.8percentandprofitsroseby7.5percentto￡127.9million.Theseresultswereachievedbyacombinationofimprovedproducts,newandbetterstores,andthecommitmentofthestaff.Duringtheyearsalespatternsfluctuated,particularlyatChristmas.（0）__H__Thiswas,however,compensatedforbyadvancesmadeinmostotherdepartmentsofthecompany.

Theboard’sobjectiveistoearnaplaceasaleaderintheretailsector,basedonachievingconsistentlevelsofprofitablegrowth.Itisimportant,therefore,thatweshouldknowwhatpeopleusingourstoreswantofus.（9）____Duringthepasttwoyears,wehavebeenworkinghardtoimprovethestandardofourproductsinboththeseareas.Certainkeyproductshavebeensubjecttoathoroughreview,mostnotablymenswear,wheresignificantadvanceshavebeenmadeinproductdesignandmanufacture.（10）____Allofthesehavereportedanincreaseinmarketshare.

Thecompanyhasalsoaimedtoimprovethevisualappealofitsstores.Adesignplanhasbeenadoptedwhichintroducesseveralnewfeaturessuchaswoodenfinishesondisplayareas,newstorelayouts,increaseduseofphotographicpanelsandbetterdisplays.

（11）____Theresultisamoremodernandcompellingshoppingexperience.

Theintroductionofstate-of-the-arttechnologysystemstosupporttheorganizationhascontinuedasplanned.（12）____Aspartofitscontinuingmodernisationprogramme,thecompanyisalsointroducingnewtechnologyatitspoints-of-saleatanexpenditureof￡25million.Thisinvestmentwillresultinimprovedefficiency,bettercustomerserviceandcloserrelationshipswithoursuppliers.

Thereisnodoubtthat,inanincreasinglycompetitivetradingenvironment,wearebetterequippedthanevertocompeteandtowinonthestrengthofproductquality,fashionandprice–allareaswherethecompanyfeelsincreasinglyoptimistic.（13）____Theboardbelievesthatthegroup’sdevelopmentisbeingmanagedinaprudentmannerandatanappropriatespeedtoproducesustainableprofitgrowth.However,itisclearthattheupwardpressureonthecostsasaresultofourcapitalinvestmentswillbegintoshowthroughinthecomingyear.（14）____Wearethereforepleasedtoreportthatalreadytheimprovedtrendinsalesandprofitmarginsexperiencedinthesecondhalfoflastyearshowseverysignofcontinuing.

ABCDEFGH

AThesehavevastlyimprovedouroperationsintheareasofrangeplanning,financialcontrolandmerchandisemanagement.

BOtherareaswhereproductinnovationhasbeenparticularlyeffectiveareinlingerie,giftsandhomeware.

CInspiteofthis,weremainconfidentthatourprofitabilitywillcontinuetoincrease.

DTheseelementsaredesignedtoinspire

customersandtocreateaparticular‘look’inthestores.

EThesecommitmentshavealreadyhadaneffectonourtradingpositionandthereareindicationsthattherewillbeaslightfallinprofits.

FResearchcommissionedbythecompanyshowsthat,aboveallelse,customersexpectfashionandvalue.

GThisisduetoournowhavingaclearstrategywithafocusonthecustomer,productimprovementandstorerefurbishment.

HOneareawhichremaineddifficultthroughouttheyearwaschildren’sclothing.

PARTTHREE

Questions15-20

●Readthefollowingextractfromabookonmanagementandthequestionsontheoppositepage.

●Foreachquestion15–20,markoneletter（A,B,CorD）onyourAnswerSheetfortheansweryouchoose.

Leadershaveakeyroletoplayindevelopingeffectiveorganisations.Theysetpeopleintherightdirection,gaincommitmenttoachievingtheorganisation’smissionandmotivatethemtoachievetheirgoals.AsJohnKlotterhaswritten:

‘Thedirection-settingaspectofleadershipdoesnotproduceconcreteplans;

itcreatesvisionsandstrategies.Thesedescribeabusiness,technologyorcorporatecultureintermsofwhatitshouldbecomeoverthelongtermandarticulateafeasiblewayofachievingthisgoal.’

Visionaryleadershavethecapacityorthegifttocreateorreorientateorganizationstowardssuccess.InthewordsofTomPeters:

‘Thevision–andmanagers’consistent,dailyactionsinsupportofit–istheseaanchor,thebasisforkeepingpeoplefromrunningasthewavesofchangethrowthemtoandfro.’Visionaryleadersarepeoplewhoseeanddothingsdiffenretly.Theyareoftenoutsiders,recruitedintoanorganization,orunconventionalinsiders.

Let’staketheexampleofElwynJones.Hewasthepersonneldirectorofalargeconglomerateinthefoodindustrywithover80,000employees.Thefirmhadgrownfastbyacquisitionandwashighlydecentralized.StaffweredeliberatelykepttoaminimumatheadquartersandJoneshadonlyfourexecutivesresponsibledirectlytohim.Hewas,however,alsoresponsiblefortheimplementationofgrouppersonnelpoliciesineachofthedivisionsandonthesemattersthedivisionalpersonneldirectorswereresponsibletohim.

Joneswasthereforenotinapositiontodictatetodivisionswhathewantedthemtodo.Hecouldonlyinfluencethem,andhefeltthathehadtogetgenuineacceptancefornewpoliciesbeforetheycouldbeintroduced.Thushehadtoconsultonanychangesorinnovationshewishedtointroduceandtoseekco-operationonthetestingofnewideas.

Withhisheadquartersstaff,Jonesadoptedahighlyinformalapproach.Hegavethembroad

guidelinesonhowtheyshoulddeveloptheirideasinthedivisionsbutencouragedthemtothinktherigidstructureoftraditionalmeetings,hetookthesameapproachwiththedivisionalpersonneldirectorsandinthiswaythegroup’s