剑桥商务英语中级模拟38.docx

剑桥商务英语中级模拟38.docx

《剑桥商务英语中级模拟38.docx》由会员分享，可在线阅读，更多相关《剑桥商务英语中级模拟38.docx（17页珍藏版）》请在冰豆网上搜索。

剑桥商务英语中级模拟38

剑桥商务英语中级模拟38

READING

PARTONE

·LookatthestatementsbelowandthefollowingcommentsbyMP3retailers.

·Whichsection（A,B,CorD.doeseachstatement（1-7）referto?

·Foreachstatement（1-7）,markoneletter（A,B,CorD.onyourAnswerSheet.

·Youwillneedtousesomeoftheselettersmorethanonce.

  A

  MarketawarenessoftheMP3hasexplodedandtheretailerwhospecializesinMP3isseeinggrowthlikeneverbefore.Admittedly,somecustomersbuytheirfirstMP3inthesupermarket,butforadvice,add-onsandparticularservicestheyturntothespecialist.TherearealargenumberofMP3retailersandIcan'thelpbutfeelthemarketonlyhasroomforfourplayers.Undoubtedly,customerserviceisthefactorthatdifferentiatesoperatorsandIthinkthisyearwewillprobablyseerationalizationinthesector.

  B

  WhenIfirststartedintheindustry,MP3wereretailingatathousandpoundsandwereaslargeasboxfiles.Now,pricesareconstantlybeingdrivendown,becausetheyaregettingmorecompactandalsothereisintensecompetitionbetweentheMP3providers.Thiswillcontinue,andwhileretaildealers'profitswillbeaffecteddramatically,MP3providerswillhavetogeneratemorerevenuesbyofferingmoreservicestotheMP3user.

  C

  Overafewyears,priceshavedroppedsharplyandtechnologicaladvanceshavemeantproductshavechanged--andarechanging.Successfulretailersmusttrytokeepontopofthesedevelopmentsandinvestinthetrainingofemployeessotheyareabletoofferimpartialadvicetocustomers.E-commerceistakingoffbutthiswon'tnecessarilyreplacetraditionalretailoutlets.Inordertostandout,youneedinnovativeideasoncustomerservice.Wedon'tbelieveincriticizingotherretailers,butthere'snothingparticularlyexcitingoutthereatpresent.

  D

  TheMP3businessisbehavingliketheInternetindustryintake-upandthepaceofinnovation,andit'simportantnottobeleftbehind.Wemustcontinuetoinnovateindeliveringtheproducttothecustomer.Intermsofserviceprovision,youcandrawcomparisonsbetweenusandourclosestrival,butclearlyallthemainMP3retailershavesucceededintakingtheindustryforward.GrowthhasacceleratedrapidlyandtheMP3haschangedfromsimplybeinganentertainingtool,tobeingamultifunctionalgadgetforeveryone.

1、ThereisaneedforretailstafftostayinformedabouttheMP3theyareselling.

2、ThemarketwillnotsustainthepresentnumberofMP3retailers.

3、TheuseofMP3isnolongerrestrictedtoaspecificgroupofpeople.

4、ThereisadramaticchangeinthesizeofMP3.

5、ThereisanegativeviewofcompetingMP3retailers.

6、ThereisacomparisonbetweenchangeintheMP3industryandthatinadifferentsector.

7、ThoseservicesavailableatMP3outletsarenotprovidedbyotherretailers.

PARTTWO

·Readthistextaboutbusinesstelephoneetiquette.

·ChoosethebestsentencefromAtoGtofilleachoftheblanks.

·Foreachblank（8-12）,markoneletter（A-G.onyourAnswerSheet.

·Donotmarkanylettertwice.

TelephoneEtiquette

  ProperTelephoneEtiquetteismoreimportantthaneverintoday'sbusinessenvironment.Muchofourbusinesscommunicationtakesplaceonthephone:

intheoffice,athome,inthecar,virtuallyanywhere.Inthisarea,properphonetechniquecanmakeorbreakdealsorrelationshipsThefollowingaresomeguidelinestohelpyouusethephoneasapowerfultool.

  Firstisthegreeting.Whenansweringthephoneforbusiness,besuretoidentifyyourself（andyourcompany,ifapplicable）. 8 Thus,theotherpartydoesnotthinktheyhavereachedawrongnumber.

  Useproperphoneetiquettefromthestart.Youwanttobesuretobepolitetothegatekeepersi.e.secretaries,receptionistsetc.thatanswerthephoneforyourbusinesscontacts,astheyaretheoneswhohavethepowertoputyouthrough.Theymaysitoutsidetheoffice,buttheytoohaveinfluenceandpowersoagreetingsuchas"Goodmorning"isimportant. 9 Somebusinessrelationships,especiallyinfieldslikesales,startorstallrightatthefrontdesk.

  Whenyouhavereachedtheparty,ifyourcallhasbeenexpected,remindthemofthepriorconversationandappointment.Peoplegetbusyandcanseemsurpriseduntilyouremindthemofwheretheyshouldrememberyoufrom. 10 Callingunannouncedismuchlikedroppinginandyoushouldn'toverstayunlessinvited.Iftheotherpersondoesnothavetime,brieflystatethepurposeofyourcallandaskforanappointmenttofollowupatalatertime.

  Haveaphonediary.Keepapencilandpadnearthephoneandjotnotesduringphoneconversations.Thiswillhelpyouactivelylistenandhaveareferenceforlater. 11 Thisletstheotherpersonknowthatyoucareaboutwhattheyhavetosay.Recapattheendofthecall,usingyournotes,andrepeatanyresolutionsorcommitmentsoneithersidetobesureyouarebothonthesamepage.

  Endthecallonapositivenotebythankingtheotherpersonfortheirtimeandexpressaninterestinspeakingwiththemagain（ifthatistrue）. 12 Agraciousgoodbyeleavesthedooropenforfurthercommunicationandinthisdayofmergersandacquisitionsyouneverknowwithwhomyouwillbedoingbusinesswithinthefuture,soburninganybridges,ortelephonelines,wouldbeunwise.

A.Employactivelisteningnoisessuchas'yes'or'Isee'or'great'.

B.Itwouldalsobewisetolearnandusethenamesofthetopassistants.

C.Ifnot,justletthemknowyouappreciatedthemspeakingwithyouandendthecall.

D.Ifyourcallisnotexpected,unlessitwillbeashortcall,askthepartyiftheyhavethetimeforyou.

E.Remember,donotendthecallabruptly.

F.Ifansweringsomeoneelse'sline,besuretoincludetheirnameinyourspeaking.

G.Inthisarea,properphonetechniquecanmakeorbreakdealsorrelationships.

PARTTHREE

·Readthearticlebelowaboutproductlifecyclesandthequestionsontileoppositepage.

·Foreachquestion（13-18）,markoneletter（A,B,CorD.onyourAnswerSheetfortheansweryouchoose.

SalesStrategies.VarywithProductLifeCycles

  Oneofthemostimportantconceptsinsalesmanagementandmarketingisthatoftileproductlifecycle.Thisisahistoricalrecordofthelifeofaproduct,showingthestageinitslifetheproducthasreachedataparticulartime.Byidentifyingthestagethataproductisinormaybeheadingtowards,companiescanformulatebettermarketingplans.Allproductshave'lives'inasmuchastheyarecreated,sellwithvaryingprofitabilityoveraperiodoftime,andthenbecomeobsoleteandarereplacedorsimplynolongerproduced.Aproduct'ssalespositionandprofitabilitycanbeexpectedtofluctuateovertimeandso,ateachsuccessivestageintheproduct'scycle,itisnecessarytoadoptdifferenttactics.

  Thetwomainfeaturesoftheproductlifecycleareunitsalesandunitprofit.Theunitsalesfiguresusuallyjumponintroduction,asaresponsetoheavyadvertisingandpromotion,ascustomersbuytheproductexperimentally.Thisisgenerallyfollowedbyalevelingoffwhileitisevaluated--thelengthofthisperioddependingontheusetowhichtheproductisput.Then,unitsalesrisesteadilythroughthegrowthphasetothematurityphase,whentheproductiswidelyaccepted,andsoontosaturationlevel.Bythistime,competitorswillhaveenteredthemarketwiththeirownversionand,fromthispoint,thesalesteamwillhavetoworkevenhardertowinalladditionalsales.Eventually,theproduct'ssalesdeclineasbetterversionsenterthemarketandcompetitionbecomestoostrong.

  Inretrospect,mostfirmsknowwhathappenedtotheirproductsfromlaunchtowithdrawal.Theycancompilethisinformationfromtherecordsofunitsales.

  Unfortunately,unitsalesarenotthecompletestoryasitisunitprofitthatisthedecisivefactor,althoughthisisnotalwaysrecordedaccurately.Itisthisfigurethatsalesmanagementhastomonitor,though,toensureaneffectivemarketingstrategyandtoproduceeffectiveprofits.

  Atlaunch,theproductiscostedaccuratelyonthebasisofproductioncostsplussellingcosts.Initiallytheseremainfairlystable,but,whentheproductisprovingsuccessful,competitorswillbringouttheirown'copy-cat'products.Withacompetitorinthefield,theoriginalfirmhastorespondinordertomaintainitsmarketposition.Itcanrunspecialsalespromotions,improvedeliveries,makemorefrequentsalescallsandsoon.Oftentheextraexpenditureisnotaccuratelychargedtotheproductandtheresultisthat,longbeforeunitsalesarenoticeablyfalling,theunitprofithasalreadyfallen.

  Theproductlifecycle,then,presentsapictureofwhathappenedintheproduct's'lifetime',sohowcanthisbeusedasallongoingaidtomanagementdecision-making?

Everysalesmanagerhasachartonwhichtheprogressofsalesisplottedandthiscanbeusedasaguidetothestageofdevelopmenteachproductiscurrentlyin.Anessentialmanagementskillisbeingabletointerpretsalesresultsanddrawinthestagesastheyoccur.Decidingwhereeachstagebeginsandendscanbearandomexercise,thoughusuallythestagesarebasedonwheretherateofsalesgrowthordeclinebecomespronounced.

13、Accordingtothetext,theendofaproduct'slifecycleismarkedby

  A.asharpriseinproductioncosts.

  B.theproductbecomingoutdated.

  C.anincreaseincustomercomplaints.

  D.lesssupportfromsalesmanagement.

14、Whatdoesthewritersayaboutsalesmanagementinthefirstparagraph?

  A.Companiesshouldspendmoretimeontheirsalesplanning.

  B.Therearemanymanagerswhoneedtoimprovetheir