商务英语高级阅读指导课时7

　　课时七

　　Questions 8 – 12

　　1 Read the following text.

　　2 Choose the best sentence from the list on page 36 to fill each of the gaps.

　　3 For each gap 8 – 12 mark one letter A – I on your Answer Sheet.

　　4 Do not mark any letter twice.

　　Marketing

　　In the past, the concept of marketing emphasised sales. The producer or manufacturer made a product he wanted to sell. ____ example ____ .

　　Basically, selling the product would be accomplished by sales promotion, which included advertising and personal selling ____ (8) ____ Distribution consisted of transportation, storage, and related services such as financing, standardisation and grading, and the related risks.

　　The modern marketing concept encompasses all of the activities mentioned, but it is based on a different set of principles ____ (9) ____ In other words, goods should be produced only if they can be sold. Therefore, the producer should consider who is going to buy the product ------ or what the market for the product is ---- before production begins.

　　Marketing now involves first deciding what the customer wants, and designing and producing a product that satisfies these wants at a profit to the company ____(11)____ This is much more difficult since it involves human behaviour. ____(12)____ Thus, demand and market forces are still an important aspect of modern marketing, but they are considered prior to the production process.

　　Example: C

　　A. It subscribes to the notion that production can be economically justified only by consumption.

　　B. Marketing was the task of figuring out how to sell the product.

　　C. Marketing is as important in today’s economy as the production of goods and services.

　　D. Production, on the other hand, is mostly an engineering problem.

　　E. Such markets must be created and stimulated by managers.

　　F. This is very different from making a product and then thinking about how to sell it.

　　G. More than half the cost of consumer goods can be traced to marketing activities.

　　H. In addition to sales promotion, marketing also involved the physical distribution of the

　　product to the places where it was actually sold.

　　I. Instead of concentrating solely on production, the company must consider the desires of the

　　consumer.

　　答案：Questions 8 - 12: H, A, F, I, D

　　Questions 8 - 12

　　1 Read this advertisement about business book reviews.

　　2 Choose the best sentence from the opposite page to fill each of the gaps.

　　3 For each gap 8 - 12, mark one letter A - I on your Answer Sheet.

　　4 Do not mark any letter twice.

　　Special Introductory Offer!

　　Gain a working knowledge of the top

　　Business books – rapidly and easily

　　Now you can read the best business books - in just 15 minutes each!

　　It's the executive dilemma of the Nineties: information overload. ____(example).____ There should be a simpler way to keep track of the latest ideas. And there is.

　　A systematic solution:

　　Suppose you had an assistant who screened and selected only the quality books for you. ____ (8)____ . So you could obtain a working knowledge of the book’s contents in a fraction of the time. Now you can have that assistant with Executive Book Summaries. Every month, you receive quick-reading, time-saving summaries of the best new business books. ____(9)____ . This means that rather than taking five to ten hours to read, it takes just 15 minutes!

　　How you'll benefit.

　　Executive Book Summaries, designed for the busy executive, are a solution to the growing management problem of too much to read and too little lime to do it.

　　1 Improve your business confidence.

　　You gain a real understanding of the key points of the best new business books.

　　2 Learn more, remember more.

　　We've taken account of extensive research into the memory functions of the human brain ____(10)____ .

　　3 Get ideas you can use.

　　____(11)____ . In a summary, these ideas are more accessible and ‘actionable’.

　　4 Cut hundreds of hours off your reading load.

　　How often have you opened a new book with great expectations - only to find it a huge disappointment? ____(12)____

　　The books we summarise cover just about every subject you need to know, from management techniques to guidance on your career.

　　A) These introductory texts are the most important books and using them can pay big dividends.

　　B) Discover practical tips and techniques you can apply without delay.

　　C) In order to avoid this problem, we select for you only the truly worthwhile titles and reject the rest.

　　D) According to studies published in psychology journals, you retain the content of a summary better than a book.

　　E) He or she would take the most important ideas from each one, and compile them into a neat executive summary.

　　F) With the breadth and depth of knowledge gained from books, it is less likely that you'll be caught off guard.

　　G) Each contains all the key points in the original book, but instead of 200 to 500 pages there are only eight pages.

　　H) There's a sample of the superb business titles that we summarise for you.

　　I) With all the reading you have to do in the normal course of your work, you find it impossible to keep up with all the new business books.

　　答案：8.E 9.G 10.D 11.B 12.C

　　Questions 8-12

　　1 Read the text below about career planning.

　　2 Choose the best sentence from the list on the opposite page to fill each of the gaps.

　　3 For each gap 8-12, mark one letter (A-I) on your Answer sheet.

　　4 Do not use any letter more than once.

　　Career Planning

　　For many employees, automatic promotion up the ranks of a company is becoming increasingly rare. A new study suggests that, in response, employers need to consider how they can help staff develop their careers.

　　Employers need to rethink their approach to career management completely, according to the latest research by the Institute of Employment Studies. The new study finds that in fact there is little opportunity for individual career development in many large organisations. (example)____.The Institute of Employment Studies makes it clear that it is not good practice for companies to hand over career development to individual employees and then simply leave them to get on with it. (8) ____.

　　So how should employers help their staff develop a career? Most employees have come to accept that career development is not always the same thing as upward promotion and a higher salary. (9) ____.They must also ensure that these opportunities are extended to all their staff and not just to selected individuals.

　　Nick Bridges, who is Director of Human Resources Policy at the Bank of Eastern England, believes there is more talk than action in this area. (10) ____. One way, he believes, for companies to show how serious they are about individual learning is to make it an official part of company practice, as the Bank of Eastern England has done. (11)____. This document, he points out, has made the role of managers clear, and the company has also invested huge amounts of money educating managers so that they can then train their staff.

　　Another company, British Chemicals, has contracted an independent organisation to help staff with confidential career advice. According to John Yates, the head of Individual Learning and Development at British Chemicals, there is an important role for outside agencies to play in the career management process. He adds that it is company policy for managers to give all staff ‘roadmaps’ which show possible career routes within the company structure. (12)____. This has worked especially well, he says, for staff who are used to depending on their line managers for guidance.

　　Many large organisations now recognise that career development cannot be regarded in isolation, and must be part of an overall business strategy. Human Resources has a real role to play in building a strong workforce which meets a company’s long-term business needs and makes it more competitive.

　　A Its policy statement says that by 2006, eighty per cent of its staff will have a professional qualification.

　　B His recommendations go even further than that, and he has called for a national debate on the issue of what should be regarded as a career in the future.

　　C This change of attitude means employers need to place more emphasis on giving staff the chance to develop a range of skills through horizontal job moves.

　　D It points out that employees need to know what the overall company vision is in order to achieve many of these.

　　E The problem that often arises is that, while they are increasingly encouraged to manage their own careers, they are not provided with the knowledge and training to do this.

　　F They are able to see that, contrary to expectations, jobs in different fields are similar, and they can also see how it is possible to cross over to other areas.

　　G Its employees are no longer motivated by these factors alone, and the problem today is matching a person’s motivation with the right job.

　　H He argues that while Human Resources managers are saying the way forward is through self-managed learning and self-development, they are still failing to provide adequate learning resources.

　　I The main reasons for this, it concludes, are the recent cuts in the number of middle-management posts, and the changes that have taken place in the responsibilities of personnel departments.

　　答案：8.E 9.C 10.H 11.A 12.D

　　Questions 8-12

　　1 Read this memorandum.

　　2 Choose the best sentence from the list A – I to fill each of the blanks.

　　3 For each blank (8 - 12) mark one letter (A - I) on your Answer Sheet.

　　4 De not mark any letter twice.

　　5 One answer has teen given as an example.

　　MEMORANDUM

　　To: Filma Williams, school of Architecture

　　From: Ram S. Johnson, Physical Plant Operations

　　Subject: Air-conditioning Installation Costs for East Hall.

　　Date: 4.4.94

　　As you requested in your memo of March 15, we have studied the costs of installing air conditioning for the seven offices and two studio classrooms in East Hall ____ Example ____

　　Office and Classroom installation

　　Estimates were obtained from three contractors on the costs of covering the offices and classrooms ____ 8 ____ The work would take about three weeks.

　　Because the central unit would be installed on the roof, some noise problems might occur during a four-or five-day period ____ 9 ____ Sheet metal work to build out lest in the classes could be dine on weekends, and the overtime labour costs of about $ 1,500 have been included in the estimates.

　　Arrangements were not made to do the office space installation on weekends … 10 …

　　Additional Installation

　　Because a larger installation, including a more powerful central unit, would be necessary to handle the halls and stairways, an additional $6,000 would be required for the equipment. ____ 11 ____ If this additional work were delayed until a later time, a new central unit would be required along with changes in the pipe way ____ 12 ____

　　Summary

　　The total job for the building would be about $ 35,000 if done at one time. A two-stage installation would cost about $55,000. I can get official bids at your request.

　　Example: A

　　A. As you suggested, we also sought information on the additional cost of air conditioning in the entrance halls and stairways.

　　B. All these three were in the $ 20,000 to $ 25,000 range.

　　C. This later installation would cost about $20,000.

　　D. However, class interruption should be minimal.

　　E. In the same way, each of these three would take at least one month.

　　F. Therefore, the total cost was this $6,000 plus another $5,000.

　　G. Labour costs would be an additional S 5,000, bringing the total cost of the addition to $11,000.

　　H. Each faculty member could expect to have workers in office for about one day.

　　I. So faculty members can continue their office work as usual.

　　答案：8.B 9. D 10. H 11. G 12. C

　　Questions 8-12

　　1 Read the text below about work uniforms.

　　2 Choose the best sentence from the opposite page to fill each of the gaps.

　　3 For each gap 8-12, mark one letter A-I on your Answer Sheet.

　　Altered Images

　　We have teamed up with The Career and Workwear Show to find the best-dressed organization. Two hotel groups and a management center have made it to the shortlist.

　　Uniforms project an instant image about a business, as well as creating a team spirit among staff. Choose the wrong workwear and you risk upsetting your customers and employees.

　　Three entrants have been shortlisted in the competition to find the best-dressed business: Country Hotel Group, Goring Residential Management College and Major Hotels. (example) ----------.

　　A detailed entry form set out to discover the thought processes the entrants had used before they selected their new uniforms. (8) ____. In addition to price and style the judges wanted to know how the organisation introduced the new look and what lessons it had learnt.

　　The Country Hotel Group was looking for a uniform that was comfortable to wear and presented a relaxed country image to guests. The firm admits to placing a great emphasis on the clothing and appearance of its staff. (9) ____. A brief was issued to a number of companies who then had to present their ideas in a fashion show format to 50 employees. After the design was chosen, one hotel tried out the uniform for three months. (10) ____

　　The aim of the new uniform at Goring Residential Management College was to make staff instantly recognisable to course participants. The chosen design from Classy Rags established a clear corporate image at the college. There were many different outfits but only three fabrics had been used throughout the range and therefore the uniform was easily recognisable. One of the judges in the competition, fashion journalist Sally Bain, was also impressed with the value for money aspect of the uniforms. (11) ____

　　At Major Hotels a new uniform was needed to replace the old one which was considered to be ‘old-fashioned and unattractive.’ The new design was well received by the reception staff of the hotel chain. (12) ____. The new bottle-green uniforms were selected from Rayner Corporate Clothing. It was felt that it was a functional choice of colour and made a pleasant change from the more traditional black.

　　Do not use any letter more than once.

　　A. Feedback was then collected from staff at the hotel and minor changes were made before the

　　uniform was introduced across all hotels.

　　B. The award will be presented to the competition winners at The Career and Workwear Show which will be held at Business Design Centre in London.

　　C. They all believe that its introduction has led to a modern, more professional corporate image and greater confidence among them.

　　D. One entry predicted that uniform fabrics would incorporate security aids which are read by sensors on doors and only allow access to authorised personnel.

　　E. In her opinion this had been achieved at half the cost of the other entries, with the average cost per person being ￡201,and each uniform being expected to last two years.

　　F. It asked why the uniform was introduced, who it was designed to be worn by, and how the firm went about selecting a supplier.

　　G. She felt that the head receptionist at the hotel should be asked to put forward the views and preferences of the team.

　　H. In its entry it said:‘Substantial investment has been made in this uniform because uniforms are seen as a very important area.’

　　I)One reason for this is that all three proved to the judges that they had thoroughly researched their choice of new uniforms.

　　答案：8.F 9.H 10.A 11.E 12.C