剑桥商务英语中级考试真题.docx

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