最新BEC高级全真试题及答案详解汇总

B

E

C

级

< br>全

真

试

题

及

答

案

详

解

高

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BEC

高级全真试题及详解

目录

BEC Higher

全真试题一

………………………………………………………

2

Test of Reading

Test of Writing

Test of Listening

BEC Higher

全真试题二

……………………………………………………

.. 19

Test of Reading

Test of Writing

Test of Listening

BEC Higher

全真试题三

…………………………………

.

……… ………

35

Test of Reading

Test of Writing

Test of Listening

BEC Higher

全真试题四

……………………………………………

52

Test of Reading

Test of Writing

Test of Listening

BEC Higher

全真试题五

……………………………………………

... 71

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Test of Reading

Test of Writing

Test of Listening

BEC Higher

全真试题六

……………………………………………

.. 87

Test of Reading

Test of Writing

Test

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of

Listening

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BECH

全真试题一

TEST OF READING

PART ONE

Questions 1-8

?

Look at the sentences below and at the five short articles about people

who run their own businesses on the opposite page.

?

Which article does each sentence refer to?

?

For each sentence

1-8

, mark one letter

A, B, C, D

or

E

on your Answer

sheet.

Example

Answer

Both outside help and hard work are necessary for success.

1

Cutting prices may increase income.

2

Education can be a source of profit.

3

This firm is planning for rapid expansion lf its market.

4

This idea is aimed mainly at children.

5

This product is connected with advertising.

6

Correspondence can be a key to success.

7

This business combines the old and the new.

8

A company

’

s situation can change in a day.

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A

When Brenda Smith started her Manchester based restaurant, the

Salt and Pepper, she was an experienced chef , but had a lot to learn

about the marketing needed to make the business do well. With

support from her local Business Advisory Agency, she attacked the

problem. She wrote to fifty people each week who she thought could

generate new business, she also wrote to newspapers asking for

reviews and to local businesses. She introduced set menus of two

courses for only

?

10 with free drinks. Her strategies worked, and she

is expecting a large increase on last year

’

s

?

40,000 turnover.

B

Paul Kennedy had the idea of putting brand names of companies on

key-rings and pens as a form of permanent publicity, In May 1995, he

approached Interworld Airlines.

”

We came out of our first meeting

with an order lf 1,000,000 items,

”

he says. That meeting transformed

Kennedy

’

s three- year-old business, increasing his workforce from two

employees to eight. Turnover is expected to increase to

?

1.2m this

year.

C

Form its base in a small village,

Alpha Ltd

is exporting its word game

to the rest of the English-speaking world. Gary Walton invented

Wordright

to help teach his daughter Hannah to spell. According to

Walton.

“

There are

Wordrights

in Australia, the US and even Papua

New Guinea.

”

The company has just won a contract to supply them

to South Africa.

“

We

’

re doing very well-we only started the company

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last October. There is such a huge demand for tools to help with

English.

”

D

Wonderlaces, a shoe lace company, is less than two years old, but

entrepreneurs Martin Horne and Carol Hampden already feel they are

ready to take on the export market. The partners are looking into

branching out into Europe, Australia and New Zealand. Home says,

“

Some places don

’

t have firms who specialize in this sort of thing. If

we can provide them with a good deal it should work.

”

All the work is

done by casual labour-from processing orders to packing and

delivering the laces; even the company sales are handled by an agent.

E

Fly-the Flag produces flags in all colours and sizes.

“

No order is too

big or too small,

”

says Sally Blackwell, the owner.

‘

Our clients include

embassies, hotels and sport-clubs.

”

What makes the company

successful is the application of computer-controlled technology to a

traditional craft. Sally studied computers at college. Then she set up

Fly-the-Flag, and she

’

s had to learn about business along the way.

And she

’

s proud of it.

“

Most of all, I love being my own boss- I could

never work for someone else.

”

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PART TWO

Questions 9-14

?

Read this text from a business magazine.

?

Choose the best sentence from the opposite page to fill in each of the

gaps.

?

For each gap

9-14

, mark

one

letter

A-H

on your Answer Sheet.

?

Do not mark any letter twice.

?

There is an example at the beginning (

0

).

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Is fashion important in business?

According to standard economic

theory, Giorgio Armani, a world-

famous Italian fashion designer,

runs a simple business. His

company combines inputs of labour,

capital and raw material to make

clothes with the best possible

balance between cost and quality.

0 H

He sells these and earns just

enough profit to compensate him

for his investment of time and

money.

The problem with this view is that it

ignores the most important thing

that designers such as Mr Armani

sell: fashion itself.

9

At first

glance, economists would seem to

have little to say about this. They

may little or no knowledge of

current fashions, let alone what is

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likely to be fashionable in future.

10

Can economics offer more revealing

insights than these?

11 They

start by looking at the pattern of

prices for goods affected by fashion,

which tends to follow well-

established cycles. Prices are high at

the start of the buying season, they

fall gradually as the season

progresses, and then they rise again

as new styles are introduced for the

next period.

The main reason for this is

uncertainty.

12

To avoid selling

them for less than is necessary, they

initially set higher prices, then lower

them if they do not sell well. A good

way to measure the importance of

fashion, therefore, is to look at the

variation in seasonal prices. If you

compare prices for men

’

s and

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women

’

s clothing during the

autumn-winter season, fashion

seems to play a more important

role in women

’

s clothing than in

men

’

s.

The strength of this pattern can

change over time.

13

However,

prices in the American car market,

which also tend to follow a

‘

fashion

’

cycle, have displayed the opposite

trend. Prices in November, the

beginning of the new model year,

are higher than they are the

following September. Since the

mid-1950s, however, this seasonal

gap has been narrowing steadily.

Explaining this is harder than it look.

It is no use, for example, simply to

say that people

’

s tastes are

changing. 14

The three

economists argue that the different

trends for cars and clothes are due

less to changes in the tastes of

consumers than to changes in the

technology of production.

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A

In the past few years, seasonal price variations for women

’

s clothing

have become more noticeable.

B

So when fashions come and go, they can only say that people

’

s

tastes have changed or that they have become more (or less)

fashion-conscious.

C

If so, why do people care more about fashion when buying clothing,

but less when choosing cars?

D

In his field, as in many other industries, the key to success is to work

out what is going to be fashionable by the time a new product is

ready.

E

When producers introduce new designs, say, for cars or dresses, they

do not know how successful they will be.

F

As a result, most car makers have been forced to make small changes

each year.

G

A recent study by three economists argues that it can.

H

He then calculates what the demand is for his designs, and estimates

how many units he can make without costs exceeding revenues.

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READING

PART THREE

Questions 15-20

?

Read the following article from a leisure industry magazine and the

questions on the opposite page.

?

Each question has four suggested answers or ways of finishing the sentence,

A, B, C

and

D.

?

Mark one letter

A, B, C

or

D

on your

Answer Sheet

, for the answer you

choose.

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Passengers on cruise: ship holidays,

as they are portrayed on TV

programmes and films, usually

appear to be both rich and elderly.

Such people do not, however,

accurately represent the 6.8m

passengers who took this kind of

holiday last year. Over the last few

years the world cruise industry has

concentrated on appealing to

younger, less wealthy people, giving

them an experience more like a

floating disco than the traditional

quiet holiday on a luxury ship. Even

families with young children are no

longer so rare on cruise ships. Partly

as a result, the number of

passengers taking a cruise has

increased by an average of 8.5% a

year since 1990.

Cruise Star is now the world's

largest cruise line, The other two

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major companies are Intersail and

Seaways. Together these three carry

nearly half the world's cruise

passengers and make almost all the

industry's profits. For the 30 or so

smaller firms, life is much tougher.

That is bf>.cause sheer size brings

so many benefits to the large firms.

They can negotiate bulk discounts

on supplies such as food and fuel,

and even, if they order enough of

them, on ships. A secondary

disadvantage for the smaller

operators is that they cannot spread

overheads such as marketing as

broadly. A significant part of the

cost of sending people on a cruise

happens before they go on board

the ship. The three large companies

between them spend more than

?

100m a year on TV advertising in

America. They employ armies of

salesmen. Delivering passengers to

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the ship is part of the package deal

and. once again, volume means

savings: Cruise Star is the biggest

single buyer of airline tickets in

America.

Cruise Star has ten ships, with four

more on order for delivery by 1999.

Intersail is building at a similar rate,

hoping to expand today's fleet

often ships to 14 by 1998. Seaways

will add three more ships to its

present nine. The 30 ships on order

throughout the industry will

increase cruising capacity by 40%

by 1998. Some analysts suspect that

even the big companies will find it

difficult to fill all those extra cabins.

They make a comparison with the

overcapacity in the airline market in

the early 1990s, when aircraft

ordered at a time of growth arrived

during the recession. And they

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point out that, after steady growth,

the American market was flat in

1995, with firms offering discounts

up to 30% in order to fill cabins.

The big firms reckon that this

pessimism is overdone. This year

has started well. But if the industry's

outlook ends up being rougher

than it hopes, many smaller firms

will face a choice: go for specialised

business, go out of business, or get

taken over by a larger business.

Already more than 40 small

companies offer an increasing

variety of cruises, ranging from

archaeological tours of the Black

Sea to ecological cruises to the

Galapagos Islands, This trend seems

set to continue, although in fast-

growing Asia, a few mid-sized firms

may one day rise to challenge the

top three. However, in more

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established markets, smaller firms

are being squeezed out. For

instance, Gentle Waves, which has

debts of $$850m, has already been

approached by Cruise Star, who

wanted to buy a majority share of

the company. The negotiations

came to nothing, but analysts think

they will revive if Gentle Waves'

problems continue.

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15 Cruises are becoming more popular with passengers who

A

want a quiet holiday.

B

demand a high degree of luxury.

C

want a family holiday.

D

can afford to pay top prices.

16 The main benefit the large firms have is that they can

A

run large marketing departments.

B

sell their tickets more cheaply.

C

afford better quality advertising.

D

arrange to pay reduced prices.

17 What problem do analysts think cruise companies may have?

A

They will be dependent on the airline business.

B

They will not be able to sell enough tickets.

C

They will have to face a recession.

D

They will not be able to offer discounts.

18 What are small firms doing in order to stay in business?

A

amalgamating with bigger companies.

B

moving their base to Asia.

C

offering more specialized types of cruises

D

joining together to form new companies

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19 Cruise Star didn

’

t buy a share in Gentle Waves

A

but they might do so in the future.

B

because its debts were too big.

C

but they think they should have done.

D

because it was the wrong size.

20 Which would be the best title for this text?

A

Cruise Business in Trouble

B

A Triangle of Cruise Companies

C

Smaller is Better Size is the key to success

D

Size is the Key to Success

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PART FOUR

Questions 21-30

?

Read the article below about bicycles made of bamboo.

?

Choose the best word from the opposite page to fill each gap.

?

For each question

21-30

mark one letter

A, B, C

or

D

on your Answer

On a bicycle made of bamboo

It is used a scaffolding throughout Asia; it is also

……

（

0

）

……

into furniture. You

can cook with it; it makes a good water carrier; it can be eaten. Now you can ride

it. Bamboo has a wide range of

……

(21)

……< /p>

. Quasar Khanh, a Vietnamese designer,

has come

……

(22)

……

with the strangest one yet. Khanh is making the

“bambooclette” –

a bicycle made

……

(23)

……

out of bamboo.

This month, the first shipment of five hundred bicycles is due to leave Khanh’s

workshop in Ho Chi Minh City for sale in Europe. “Bamboo I a strong, durable

material, able to

……

< br>(24)

……

all weather conditions, “says Khanh.” It is also

recyclable. Not everyone will want a bambooclette, but people love a new idea and

we think it will

……

(25)

……

. There are plenty of very talented designers in Vietnam,

so we did not have too much trouble making a bambooclette prototype. Now we

are trying to get a

……

(26)

……

production line going. The good thing I that we

needed very little start-up capital as bamboo grows everywhere in Vietnam and is

very cheap.”

Not all bambooclette is bamboo: the wheels and part of the frame are made of

metal. Unfortunately, a

……

(27)

……

of local suppliers means that some parts such as

brakes and wheels still have to be imported. The first models to be made are for

men and women, but production of a children’s model is a

lso in

… …

(28)

……

. As for

the future? Well, Khanh is excited about the

……

(29)

……

of a mountain bike with a

frame made

……

(30)< /p>

……

out of thick bamboo!

Sheet.

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Example:

0

■

□

□

□

0

A

made

B

constructe

C

d

21

A

operatio

B

purposes

C

applicatio

D

created

D

A B C D

designed

practices

ns

22

A

across

B

Up

32

A

widely

B

greatly

24

A

withstan

B

master

d

25

A

prove

B

achieve

26

A

correct

B

proper

27

A

need

B

Lack

28

A

progress

B

motion

29

A

plan

B

opportuni

ty

30

A

thoroug

B

Fully

hly

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ns

C

over

C

hugely

C

support

C

work

C

right

C

want

C

movemen

t

C

hope

C

entirely

D

off

D

largely

D

overcome

D

catch

D

fit

D

failing

D

advance

D

prospect

D

absolutely

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PART FIVE

Questions 31-40

Read the article below about language learning for small businesses.

For each question

31-40

write

one

word in the space on your Answer Sheet.

Example

0

than

Help 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

(0)

……………

two hundred and

fifty employees. It means that they

(31)

……………

eligible for a grant of up to fifty

percent of the cost of three-and-a-

half days’ on

-site consultancy. The scheme

defines ways of meeting the business’s language needs

(32)

……………

relating its

product or service to the overseas market.

There are two stages: the first stage,

(33)

……………

lasts half a day, gives employers

an understanding of the issues involved in exporting and briefs

(34)

……………

on

local language and export information centres. The second, three-day stage

provides expert advice on competing effectively

(35)

……………

overseas markets. A

specialist in exports and language use analyses the firm’s language needs

and

produces a plan

(36)

……………

developing strategies.

Strategies that might

(37)

……………

considered 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

(38)

……………

fluency in a particular

language, and locating a foreign student on placement or at a local business

school. Such people might help the boss to

(39)

……………

up a stand at a business

exhibition in a foreign city, as

(40)

……………

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.

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PART SIX

Questions 41-50

?

In most lines of the following text, there is one unnecessary word. It is

either grammatically incorrect or does not fit in with the sense of the text.

?

For each numbered line41-50, find the unnecessary word and then write

the word in the space on your Answer Sheet. Some lines are correct.

Indicate these lines with a tick (

√

).

?

There are two examples.

Example

0

√

Special Products Co.-how to order

0

Our

specialty

is

our

convenient

catalogue

s

ystem.

Instead

of

00

spending

time

going

to

a

shop,

you

simply

order

it

direct

from

us.

41

Ordering

is

easy

and

delivery

fast.

Once

received,

your

order

will

42

normally

be

dispatched

within

72

hours.

We

will

inform

to

you

43

immediately

should

any

items

be

out

of

stock.

If

you

are

not

happy

44

with

your

purchases

please

return

them

to

us

within

the

15

days

in

their

45

original

packaging

and

we

will

refund

you

for

in

full.

Quality

is

our

main

46

criterion.

Each

item

is

under

unconditionally

guaranteed

for

6

months.

47

You

will

receive

a

receipt

and

with

your

order

which

is

your

guarantee.

48

In

the

unlikely

event

of

damage

to

an

item

during

delivery,

should

please

49

contact

with

us

immediately

on

0197

310

1772

and

we

will

arrange

for

50

its

return

or

replacement.

All

prices

and

promotional

offers

are

valid

until

30

th

September.

00

It

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TEST OF WRITING

PART ONE

?

The graph below shows how prices of consumer goods in three

European countries have varied over a period of 25 years.

?

Using the information from the graph, write a short report describing

and comparing variations in prices in these countries over this period.

?

Write about 100 words on your Answer Sheet.

Prices of consumer Goods

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PART TWO

?

You have seen a job with a multi-national company advertised in a

newspaper.

?

Write a letter to the company applying for the job. Refer to relevant

factors such as the nature of the job and why you are interested in it,

your qualifications and experience, what you are doing now and what

you could contribute to the position.

?

Write

no less than

250

words on your Answer Sheet.

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TEST OF LISTENING

PART ONE

Questions 1-12

?

You will hear a speaker addressing a group of business people at the

beginning of a training course. He is telling them about the timetable for

the first day.

?

As you listen, for questions

1-12

, complete the notes using up to

three

words or a number.

?

You will hear the recording twice.

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General:

1

The morning session begins at

____________________________________ _________

2

The course is called ___________________________________________ __________

The day

’

s work:

3

The main task for the day is to ____________________________________________

4

Two things to take into account are your

product

’

s_____________________________

5

and your _______________________________

6

Don't spend time thinking about the

_______________________________________

7

The most important thing today is to use your

_______________________________

8

Each group should produce an ___________________________________________

9

Before meeting together again, each group should choose a

____________________

_______ ________________________________________________

Evening options:

10

The subject of this evening

’

s talk is the

____________________________________

11

An ___________________________________will talk place in the Davidson

Room.

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12

If you want to meet an advertising editor, go to

______________________________

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PART TWO

Questions 13-22

?

You will hear extracts from five different people, who all work in the

offices of a large company, talking about letters they have just received.

?

For each extract there are two tasks. For Task One, choose what was in

the letter received from the list

A-H

. For Task Two, choose the response

the speaker intends to make from the list

I-P.

?

You will hear the recording twice.

TASK ONE

–

WHAT THE LETTER CONTAINS

?

For questions

13-17

, match the extracts with the descriptions of what

was in the letter, listed

A-H

.

?

For each extract, choose what was in the letter.

?

Write

one

letter

A-H

next to the number of extract.

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13

┄┄┄┄┄┄┄

14

┄┄┄┄┄┄┄

15

┄┄┄┄┄┄┄

16

┄┄┄┄┄┄┄

17

┄┄┄┄┄┄┄

TASK TWO

–

RESPONSE

?

For questions

18-22

,

match the extracts with the

responses, listed

I-P

.

A

an enquiry about future plans

B

a complaint about a product

C

agreement with a recent

decision

D

a request for an appointment

E

an order for a new product

F

thanks for assistance

G

an invitation to attend a

presentation

H

an apology for delay

?

For each extract, choose the response the speaker intends to make.

?

Write

one

letter

I-P

next to the number of the extract.

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29

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I

18

┄┄┄┄┄┄┄

19

┄┄┄┄┄┄┄

20

┄┄┄┄┄┄┄

21

┄┄┄┄┄┄┄

22

┄┄┄┄┄┄┄

waiting before taking any

action

J

writing to apologise

K

passing it on to another

department

L

arranging a meeting

M

asking for further details

N

writing to express thanks

O

writing to complain

P

phoning to discuss a problem

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30

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PART THREE

Questions 23-30

?

You will hear a radio interview with Martha Flowers, the Managing

Director of the MAX chain of sandwich bars.

?

Choose the correct phrase to complete each sentence or answer the

question.

?

Mark one letter, A, B, or C, for the phrase you choose.

?

You will hear the recording twice.

23

Martha started her business because

A

someone asked her to .

B

she saw a good opportunity.

C

she had a lot of experience in fast food.

24

Martha says the first three years of the business were

A

not very successful.

B

surprisingly good.

C

very interesting.

25

How to MAX try to follow the example of fast food chains?

A

by working faster

B

by using cheap products

C

by working efficiently

26

What does Martha say about office diaries?

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31

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A

She thinks that ,unfortunately, they are necessary.

B

She never uses one at all.

C

Her secretary keeps one for her.

27

What does Martha say about her employees?

A

They must listen more carefully to what customers say.

B

She finds what they can tell her very useful.

C

It is difficult to recruit enough good quality staff.

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32

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28

According to Martha, what is the most important factor in MAX

’

s

success?

A

The same customers keep buying their products.

B

They only sell the best quality products.

C

They have a high profit margin.

29

Martha

’

s advice to anyone who is starting a new business is to

A

look for an area with few competitors.

B

keep yourself well informed about competitors.

C

try to offer lower prices than your competitors.

30

What surprises Martha about other companies?

A

They don

’

t monitor their competitors

’

activities.

B

They are unaware of their own weaknesses.

C

They don

’

t act on the information they have.

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33

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BEC H

全真题二

TEST OF READING

PART ONE

Questions 1 - 8

?

Look at the sentences below and at the following five book reviews for

various business books.

?

Which book does each sentence refer to?

?

For each sentence 1 - 8, mark one letter A, B, C, D or E on your Answer

Sheet.

?

You will need to use some of these letters more than once.

Example:

1

This book follows the progress of various products from the concept to

the selling stage.

2

This book includes very few technical terms.

3

In

this

book

we

are

given

some

detailed

inside

information

on

companies.

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34

This book includes a number of practical ideas.

0

A B C D E

■

□

□

□

□

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4

The

writer

of

this

book

believes

company

bosses

aim

at

more

than

the financial improvement of their company.

5

The writer of this book feels that success involves the ability to adapt

quickly to a new situation.

6

It

is

stated

in

this

book

that

future

business

success

will

involve

understanding recent thinking in the business area.

7

This

book

shows

how

to

include

the

input

of

the

consumer

in

a

company.

8

This book is aimed at the workforce as well as management.

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35

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A

Percentage Solutions

Peter Fraser

Anticipating changes in the marketplace and the competition depends on

the ability to quickly reorganize business structures.

Percentage Solutions

shows that these significant change indicators lie in the 20% of business

opportunities that will drive growth and profit into the future. Peter Fraser

suggests that companies stay ahead of change by using a

approach to quickly renew and rethink their business. In the book he details

how this redesign could work and gives some examples of how it could be

put into practice in a company.

?

18.99

B

BUSINESS

THOUGHTS

Norman

Heimes,

Sandy Davies

Attaining

higher

levels

of

customer

satisfaction,

increasing

speed

and

efficiency

in

the

product

development

process,

and

increasing

profits

are

the

goals

many

managers

are

struggling

to

achieve.

The

basic

business

philosophy

behind

this

book

is

Customer

Integrated

Decision

Making,

or

CIDM, which is a process that shows managers how to reach these goals by

integrating

the

customer

into

the

decision-making

process

and

incorporating

the

customer's

wants

and

needs

into

the

design

of

new

products and services.

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36

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?

35.00

C COMMODITIES TO GO

Philip M. Rodgers

This

fascinating

and

instructive

book

takes

readers

behind

the

scenes

of

twenty-four of the biggest new product success stories of the past few years

and

reveals

the

normally

confidential

workings

of

some

of

the

institutions

where

these

products

were

developed.

Each

story

focuses

on

a

different

strategy and offers managers and professionals invaluable insights into how

the brightest and best new product ideas were originally thought up, then

developed and finally brought to market.

?

22.50

D A HANDBOOK OF MODERN BUSINESS MATTERS

Joyce

Jamieson

The

incorporation

of

information

technology

in

the

workplace

has

revolutionised

the

way

people

do

business.

But

the

revolution

has

not

finished

-

new

technologies

are

being

developed

every

day.

The

divide

between man and technology is becoming increasingly narrow, and in some

societies

social

and

cultural

changes

are

occurring

in

order

to

re- engineer

business operations for the 21st century.

A Handbook of Modern Business

Matters

will

encourage

you

to

think

about

the

new

concepts

and

ideas

which

often

pass

by

only

half

understood,

but

will

eventually

make

the

difference between success and failure.

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37

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?

14.99

E

BUSINESS CHOICES

Anne

Jones

The original book about attitudes towards work is both for individuals in

routine jobs seeking to improve the quality of their working lives and for

managers who find themselves expected to do more with less in this era of

uncertainty.

Business Choices

reveals a new way of thinking about work that

will motivate both employees and companies to reach for higher levels of

achievement. In a clear and very readable style that avoids much irritating

business jargon, Anne Jones seeks to improve working attitudes at all levels

of the workforce.

?

18.99

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PART TWO

Questions 9 - 14

?

Read this text from a business magazine.

?

Choose the best sentence from the given sentences to fill in each of the

gaps.

?

For each gap 9 - 14, mark one letter A - H on your Answer Sheet.

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39

Making new products a success

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After successfully creating a new product it is essential to find an effective

way of marketing it. Promising British creations have often failed to sell

because they have not been correctly marketed by those who had the idea,

with the result that large foreign corporations have successfully taken over

the marketing and made huge profits from a product created by someone

else.

0 H

It is more expensive to stop your competitors when they have already

entered a market than it is to stop their initiatives at birth.

9

This early

disposal of any competition is obviously preferable, but it is possible that

once you have established a new market, your competitors may spoil your

plans by trying to gain a share of your profits, increase the cost of entering

the market, or start their own related market venture.

10

If you are aware of

what your competitors are planning, you can stay one step ahead.

Choosing the best time to enter the market is also important. Researchers

have conflicting views about the value of being first to market.

11

But

recent research indicates that commitment to leading the market is more

important. Such commitment involves having a vision for the medium term

of how the market will evolve, being prepared to

your product and service as the market develops and new entrants emerge.

Looking ahead at what is likely to happen in the market is essential. Many

new products fail because their promoters either neglect to anticipate the

conditions of future markets, or mistakenly assume that their products will

not need any alterations in the future.

12

Markets change constantly and

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40

forward thinking of this kind dictates the level of investment necessary to

ensure success. Many organisations have tried to minimise risk by cutting

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?

Do not use any letter more than once.

?

There is an example at the beginning (0).

A

Some have argued that more damage is done by being over

budget than by launching the product six months late.

B

This could be done by effective advertising before establishing a

market, which may discourage them from entering.

C

Without these skills, a new product is very unlikely to be successful

in the market place.

D

When companies launch such new products, they should be

prepared to adjust over time and recognise the need for future

change to the product.

E

Outside investment, however, is not always an aid to the success

of a new product.

F

In order to stop them doing any of these things, it is important to

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41

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PART THREE

Questions 15 - 20

?

Read

the

following

article

about

a

business

technique

called

benchmarking

from

a

business

magazine

and

the

questions

on

the

opposite page.

?

Each

question

has

four

suggested

answers

or

ways

of

finishing

the

sentence, A, B, C and D.

?

Mark one letter A, B, C or D on your Answer Sheet, for the answer you

choose.

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42

The expression 'benchmarking' has become one of the fashionable words in

current

management

discussion.

The

term

first

appeared

in

the

United

精品资料

States

in

the

1970s

but

has

now

gained

worldwide

recognition.

But

what

exactly does it mean and should your company be practising it?

One

straightforward

definition

of

benchmarking

comes

from

Chris

Telfer,

managing director of a New Zealand-based consultancy firm specialising in

this

area.

involves

learning

about

your

own

practices,

learning

about

the

best

practices

of

others,

and

then

making

changes

for

improvement

that

will

enable

you

to

meet

or

beat

the

best

in

the

world.

The essential element is not simply imitating what other companies do but

being able to adapt the best of other firms practices to your own situation.

Instead of aiming to improve only against previous performance and scores,

companies can use benchmarking to inject an element of imagination and

common

sense

into

their

search

for

progress.

It

is

a

process

which

forces

companies

to

look

closely

at

those

activities

which

they

may

have

been

taking for granted and comparing them with the activities of other, world-

beating companies. Self-criticism is at the heart of the process, although in

some

cases

this

may

upset

managers

who

are

reluctant

to

question

long-

established practices.

The process of identifying 'best practice' in other companies does not just

mean

looking

closely

at

your

competitors.

It

might

also

include

studying

companies which use similar processes to your own, even though they are

producing

different

goods.

The

point

is

to

look

at

the

process

rather

than

the

product.

For

example,

Italian

computer

company

Arita

wanted

to

improve

the

quality

of

its

technical

manuals

and

handbooks.

Instead

of

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43

looking at manuals produced by other computer companies, Arita turned to

a publisher of popular handbooks such as cookery books, railway timetables

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15 According to the writer, benchmarking must always involve

A

changing your activities on the basis of new information.

B

copying exactly what your competitors do.

C

identifying the best company in your market

D

collaborating with other companies in the same field.

16 Some managers may resist benchmarking because

A

it takes their activities for granted.

B

it makes them examine the way they work.

C

it makes others question their efficiency.

D

it gives them a lot of extra work.

17 What sort of companies should you compare yours with?

A

those producing similar goods

B

those communicating most effectively

C

those using similar processes

D

those leading the domestic market

18. Arita found that a publishing company could

A

make more money than a computer firm.

B

produce technical manuals for them.

C

show them how to improve their own manuals.

D

help them move into new markets.

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44

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19 Benchmarking specialists agree that in order to succeed there must be

A

a team of no more than three people.

B

total support from top managers.

C

a fixed timetable for the process.

D

an outside consultant in the team.

20 What is the writer's purpose in writing this article?

A

to recommend the process of benchmarking

B

to criticise firms that do not carry out benchmarking

C

to give factual information about benchmarking

D

to explain why benchmarking does not suit every firm

PART FOUR

Questions 21 -30

?

Read the article below about temporary workers.

?

Choose the best word from the opposite page to fill each gap.

?

For each question 21

- 30 mark one letter A, B, C or D on your Answer

Sheet.

?

There is an example at the beginning (0).

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Growth in temporary workers

The

rise

of

the

temporary

worker

has

become

one

of

the

most

prominent

…

(0)

…

of

the

business

landscape.

In

a

recent

report

by

an

international

research

organisation,

35

per

cent

of

companies

…

(21)

…

temporary

workers

to

account

for

at

least

10

per

cent

of

their

total

workforce by the end of the decade. Five years ago that level of temporary,

casual and contract employment

…

(22)

…

in only 12 per cent of companies.

The

…

(23)

< br>…

majority

of

the

companies

surveyed

said

that

labour-force

flexibility was the main reason for using temporary workers. Another reason

was to

…

(24)